INTRODUCTIONINTRODUCTION

JOJO ORGANICNESTLE CERELAC

MISSION STATEMENTMISSION STATEMENT

Jojo Organic provides "better for baby"products with the freshest, purest ingredients, so parents can nurture their baby's health with the utmost confidence.

VISION STATEMENTVISION STATEMENT

Jojo organics was borne of our desire to create the purest baby and toddler

foods possible because that what every child deserves!

WHY JOJO ORGANIC ?WHY JOJO ORGANIC ?

Organic ingredients grown without harmful pesticidesNo Genetically Engineered Ingredients (GEIs)Most items made only from whole grainsNo added salt, modified starches or refined sugarsNo artificial flavors, colors or preservativesRigorous product testing

JOJO’S SUPPLIERS(USDA certified)

Industry analysis

COMPETITOR ANALYSIS

Imported

• TOTAL MARKET CONSUMPTION 10,000 TONS• TOTAL IN GRAMS 10,000,000,000/ Yr• TOTAL VALUE IN RUPEES Rs. 5,925,000,000• SHARE OF CERELAC Rs.5,510,250,000• SHARE OF BABY BALANCE Rs.237,000,000• SHARE OF OTHERS Rs.177,750,000

Our expected market share is 12% 12%

CERELAC• USP: CERELAC now includes Bifidus BL, a

probiotic that fights against the harmful bacteria in child’s tummy and provides him with complete internal protection.

• TAGLINE:“Berooni tahaffuz den aap, androoni

tahaffuz de cerelac”

JOJO ORGANIC• USP: An infant food which is completely

organic in nature.

• TAGLINE: “healthy babies, happy babies”

Marketing Strategies

How do we perform in comparison to our competitors?How are we different?Why are we different?How do we change?What do we change?Why would consumer buy our product At what price will they consume our product Where would the product will be availableHow will we promote product

SEGMENTATIONSEGMENTATION

• TFR 5.6 children per woman

• Child bearing women

58% Punjab 24% Sindh 14% Khyberpakhtounkhwa 5% Balochistan

2010 2009 2008 2007 2006

SEGMENTATIONSEGMENTATION“BABIES DON’T CARRY CREDIT CARDS”

DEMOGRAPHICS• Age• Gender• Family lifecycle• Education• Income

PSYCOGRAPHICS• Social class

BEHAVIOURAL• Occasions• Benefits• Readiness stage

GEOGRAPHIC• Density

MARKETING MIXMARKETING MIX

PRODUCT

JOJO ORGANICFLAVORS AT STAGE 1 (6 months

+)• Carrots• sweet potatoes• bananas• pears• garden vegetables• apples• and peas.

NESTLE CERELAC

FLAVORS AT STAGE 1(6months+)• Rice• Wheat

PRODUCT

JOJO ORGANICFLAVORS AT STAGE 2 (8

months +) • green beans & rice• peach & apple• pears & mangoes• apples & apricots• apples & bananas• apples & blueberries• peas & rice

CERELACFLAVORS AT STAGE 2(8

months+)• Banana• Honey• 3 fruit

PRODUCT

JOJO ORGANIC

FLAVORS AT STAGE 3 (1 yr+) • Wheat ,green beans & rice• Wheat, peach & apple• Rice, pears & mangoes• Rice, apples & apricots• Apples, bananas& strawberries• peas, sweet potatoes & rice • vegetable medley

CERELAC

FLAVORS AT STAGE 3 (1yr +)• Apple• Strawberry • Pears

PRICE

JOJO ORGANICSACHET 25gAll flavors at Rs.10

175 gStage 1 at Rs. 95Stage 2 at Rs 105

350 gAll flavors at Rs. 165Stage 2 at Rs 185

Economy jar 500 gAll flavors at Rs. 250

NESTLE CERELACSACHET 25gAll flavors at Rs.12

175 gWheat and rice at Rs. 100Banana, 3 fruit and honey at Rs.

118

350 gWheat at Rs 1803 fruit at Rs. 220

PACKAGINGPACKAGING

JOJO ORGANIC• AIR TIGHT packaging with a

ZIPPER on aluminum pouch.

• AIR TIGHT Economy Jar.• Sachet

• Plastic spoon within a packet

NESTLE CERELAC• Box with aluminum pouch

inside.

• Sachet

• Attractive Packaging

LOGO

PLACEMENTPLACEMENT

•Distribution is all over Pakistan•Shelf placing should be at eye level and should be placed with competitors.

PROMOTIONPROMOTIONATL ACTIVITIES • We would go with the heavy advertizing

budget as our competitor specially CERELAC is very strong.

• Our prime time for advertizing would be during soap opera shows.

• Sponsor the shows which are directly related to the mothers.

• Magazines, newspapers will be used.

BTL ACTIVITIES• bill boards on central locations.

• Panaflexes and posters will be placed in medical stores, supermarkets, etc.

• Sales teams will visit the doctors and child specialists to aware them about the product’s organic nature.

• We will place our sales persons at the points of purchase.

• We will set our product displays in special shaped racks, so that it can immediately acquire the attention of our customer

PUBLIC RELATIONSPUBLIC RELATIONS

•At first, we will organize awareness programs for mothers about the organic nature of the product through pediatricians.

•media coverage of the awareness program along with the count of mothers which would be on- aired later.

STRATEGIES FOR 3 YEARS

• MARKETING PENETRATION

• PUSH STRATEGIES

• DIVERSIFICATION

STRENGTHS

NESTLE CERELAC• Brand Name • Market leader – not a follower

• Efficient supply chain management system

• Strong shelf placements

• Strong sales and distribution network

JOJO ORGANIC• 100% organic food

• Offering a lot of variants as compared to competitors.

• We are charging the lowest but respectable prices in the market.

WEAKNESSES

NESTLE CERELAC• They have been increasing

prices.

JOJO ORGANIC• Huge initial cost• Weak supply chain• We have to work hard to

create awareness about the organic natured product in the presence of strong competitors in baby food industry.

OPPORTUNITIES

NESTLE CERELAC• Growing market

• People are now brand conscious don’t take risk regarding baby food

JOJO ORGANIC• Growing market

• Almost no competition in organicorganic baby food product.

THREATS

NESTLE CERELAC• New entrants.

• Lower pricing by competitors.

• Instability in the country.

JOJO ORGANIC• Our competitor is the

market leader

• Instability in the country.

POSITIONINGPOSITIONING

To be perceived as a mother

BRANDINGBRANDING

Brand AssociationBrand Association

Brand IdentityBrand Identity

Brand Ambassador

SALES FORECAST AND PLANNINGS

REVENUES(12%) 711,000,000Expected sales 1200 tons

Our Offering As A Whole Which Will Help Us An Edge in The Market

• USP• More variants than the competitor• Trade discounts to retailers• Creating awareness programs