Koo-koo-doo-koo Eggs

8/8/2019 Koo-koo-doo-koo Eggs

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Product & Brand Management:

Group: 02

Ranjana Vidhate

Manjunathan Mudaliar Sachin Shetty

Valay Chheda

Ameya Dhumal


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AndeAnde kaka FundaFunda::


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What came first-

An Egg???An Egg???

A Chicken???A Chicken???


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Ande ka asli Funda:

Eat

Make-up | Anti-wrinkle vitamin

Binder

Coating Thickener

Mixture

Clarifier

Preventing Crystallization

Leavening agent

Appreciation

Examinations


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Ande ke Murga-Murgi (Product Idea):

An initiative by Tata Enterprise retail division Star

Bazaar

Trust factor for TATA

Wide network & reach, Supply Chain management

Leverage on Brand equity of Star Bazaar


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Anda Bazaar:

One of the fastest growing segments of the agriculturalsector

Growth rate of 8 to 10% p.a.

India is the third largest egg producer and fifth largestpoultry meat producer in the world

Estimated market size of Rs 20,000 crs.

Highly fragmented market and dominated by localplayers

Per capita consumption of 129 eggs p.a. Production of eggs is estimated to about 37 billion

units, that of broilers 895 million, and that of poultrymeat 735,000 tonnes.

38% veggies & 62% non-veggies


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Ande ki Mara-Mari (Competition):

Saguna Chicken | Indias No. 1 broiler producer

with turnover Rs. 3200 cr.

Godrej Real Good Chicken Unorganized & local players


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Humara Anda (Product):


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16 poultries at the near by well connectedvillage across all cities

Transportation with refrigeration facilities &Channel partners

Computerized system to monitor poultryfarms & automated process

Highly qualified and experienced poultryexperts including nutritionists andveterinarians

Dedicated team for research & development

Humara Anda (Product):


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Healthy & Fresh within


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Apna Bhidu (Mascot):


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Kya tum mera Anda khaoge? (Segmentation):

Income Group: SEC A+, A, B+ & B

Age Group: 6 yrs. 60 yrs.

Gender: Males & Females Geography: Metros- Mumbai, Delhi,

Bangalore, Chennai, Kolkata, Hyderabad,Pune

Psychographics: Busy lifestyle, health-conscious, hygiene conscious, ready tospend few extra Rs. for quality product


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Ande ka Nishanaa (Target Group):

Families in Metro cities

Women & kids in families

Health & hygiene conscious customers

Single males

Willing to spend premium price for a quality

product


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Jo nahi khayega mere Ande, padenge

usko 100 dande (Brand Persona):

Saumil Ayyer Mrs. Deshmukh Joe DSilva


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Anda kitne ka diya (Pricing):

Low Penetration pricing

Low Promotion

10% premium on the current retail price


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Customers/

Resellers

Retail

Customers Wholesale

customers

Distributors

Suppliers/

Vendors

Farmers

Experts Food

providers

Competitors

Saguna

Chicken Godrej Real

GoodChicken

Local &unorganizedplayers

Substitutes

Veg. food

Non-veg.food

Chicken

Mutton

Pork

Beef

Fish, etc.

New Entrants

Organized

Retailers

Porters 5 force model:


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Anda Bhurji (Marketing Mix):

Print Ads- TOI, Regional Papers

TVC- Leading Regional Channels, especially

Food/cookery related programs Radio- Top radio channels in respective cities

Hoardings- prominent locations in respective

cities Facebook, Twitter

PR


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Kiosks in Malls & Retail Outlets:

Live chickens willbe put in retailsoutlets like, Star

Bazaar, Big Bazaar,Hypercity,Reliance Fresh,D-Mart, Food

Rite, SahakariBhandaar, etc.during launchperiod


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Iss Ande se lekar uss Ande tak (Supply

Chain Management):

Leverage on SCM of Star Bazaar

Whole sale (No. of outlets- 105 across India)

Large scale distributors

Wholesalers

Retail (No. of outlets more than 1000 across India)

Large Resellers- Big Bazaar, Hypercity, Reliance

Fresh, D-Mart, Food Rite, Sahakari Bhandaar, etc. Departmental stores, Super Markets, etc.

Local mom & pops stores


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ManufacturersManufacturers

KooKoo--KooKoo--DooDoo--

KooKoo

DistributorsDistributors

Wholesalers &Wholesalers &ResellersResellers

End UsersEnd Users

CustomerCustomerDemand /Demand /

InnovationsInnovations

Value Chain

&

Business Overview


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Parcel Anda (Packaging):

Wholesale:

Plastic Cradles of 36, 42, 84 & 168 eggs

Retail: 2 packs

4 packs

6 packs

9 packs

12 packs


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Expected Sales:

Selling Price Rs. P.U. 3.2

Avg. No. Outlets per city 1000

Avg sales per day per outlet (qty) 43

Avg sales per month per City (qty) 12,90,000Avg sales per year per City (qty) 1,54,80,000

Avg sales per year per City (Rs.) 4,95,36,000

No. of Cities 7

Total Revenue 34,67,52,000


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Ande ke bhai-bahen (Brand Extensions):

Koo-koo-doo-koo Eggs- Current

Koo-koo-doo-koo Desi Eggs

Koo-koo-doo-koo Videsi Eggs Koo-koo-doo-koo Janta Eggs


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Ande ki Taqdeer (Future products):

Liquid egg products- white & yolk without

eggshell, mixed together in natural proportion

Frozen egg products- to extend the shelf lifeof liquid egg products up to 15 months

Egg solids (Dehydrated egg)- On rehydration,

powdered egg solids regain the properties

equivalent to those of fresh eggs


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Internal Strengths:

1. Market Presence (Star Bazaar)

2. Diversified Geographical Base

3. Strong Financial Back-up

4. Strong Business Relationships

5. Strong system & process in place

Internal Weakness:

1. New genre of business

2. No experience in Agri prod3. Strong competitions

4. Price a bit premium

External Opportunities:

1. Increased per capita egg consumption

2. Positive outlook for Indian market

3. Cost reduction initiatives

4. Demand for quality products

5. Acquisitions & Alliances

External Threats:

1. Tie-ups between Resellers &Competition

2. New entrants

3. Intense competition with local players

4. Premium Pricing

SWOT AnalysisSWOT Analysis


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If an Egg is broken by an outside

force, a life Ends. If an Egg breaks from

within, a life begins! Great things always

Lets Begin from WITHIN!

KooKoo--KooKoo--DooDoo--KooKoo

Healthy & Fresh withinHealthy & Fresh within

KooKoo--KooKoo--DooDoo--KooKoo

Healthy & Fresh withinHealthy & Fresh within

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Koo-koo-doo-koo Eggs