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NutriFast BreadMarketing Plan
Group 6Abha Patankar 13125001Aditya Raghunandan 13125004Anchit Walia 13125007Devki Nandan Bhatt 13125014Rahul Vermani 13125040Shivani Gupta 13125051
What’s in Store
▪ Market Summary
▪ Situation Analysis
▪ Segmentation
▪ Targeted Segments
▪ Positioning
▪ Marketing Budget Break up
▪ Launch Strategy
▪ Distribution
▪ Product Description
▪ SWOT Analysis
▪ Competitors
▪ Product Offering
▪ Pricing & Margins
▪ Breakeven Analysis
▪ Advertising
▪ Future Plans
Market Summary
▪ Indian Bread Industry: Growing at 6% annually
– Target: To capture 1% of market size in 1 year, i.e. 40,000 tones.
• Market Share of Britannia
Amongst industrial players, Britannia Industries lead the market, and is set to
have a value share of 12% in 2012. This was due to its wide distribution
network and considerable brand equity.
• Primary Marketing Objective :
1st year sales revenue of Rs. 227 crore and meeting breakeven point in less
than 18 months
Nutrifast
Situation Analysis
▪ The competitive landscape– 55% of total bread production – unorganized
– Organized sector consists of 1800 small scale bread manufacturers, 25 medium scale and 2 large scale industries
▪ Britannia Industries launched healthier variants of bread in November 2011. It has launched multigrain bread, honey and oats bread, 100% whole-wheat bread and multifibre bread.
▪ Already, national and regional players have bread in these categories. This is going to intensify competition in the healthier variants of bread.
Demographics
Expected members in a
householdTotal
householdsEligible
households
Total Consumption
Capacity(in gms)
Prefered Unit Size
Total Consumption
Capacity(in packets)
Our Sales Target(in gms)
Our Sales Target (in packets)
(1-2) 1 crore 0.7 crore 252*10^9 200 gms 126 crore 5.156*10^9 2.578 crore
(3-5) 4.6 crore 3.2 crore 2304*10^9 400 gms 576 crore 23.59*10^9 5.8925 crore
(6+) 2.2 crore 1.53 crore 2200*10^9 800 gms 275 crore 11.722*10^9 1.46525 crore
Targeted Segmented Customer Need Corresponding Feature
Students
(Consumer Market)
Affordable Food
Nutrition
Quick bite
Meal on the run
Price range from Rs. 15 to Rs. 49for 200 gm to 800 gm
Bread made up of whole meals, oats, pulses, fruits, protein,
vegetables & cheese
Single loaf of Bread sufficient for single person breakfast
Require no add-ons
Tastes really good
Professionals
(Consumer Market)
Quick bite
Healthy & Nutritional
Hassle free meal
Tasty
Anytime Meal
Single loaf of Bread sufficient for single person breakfast
Bread made up of whole meals, oats, pulses, fruits, protein,
vegetables & cheese
No need to cook or bake
Ready to eat
Universal taste
Can be taken as a snack also, crunchy and scrumptious
Families (Consumer Market) Healthy
Quick bites
Food for everyone in the family
Provides complete diet & nutrition
Single loaf of Bread sufficient for single person breakfast
Taste is so good that everyone would like it
Dieticians (Business Market) Healthy Diet
Whole meal
Trust
0% cholesterol, 0% fats, 2% protein, multi vitamin (100% A, B, C)
Bread made up of whole meals, oats, pulses, fruits, protein,
vegetables & cheese
Trust of Britannia
Health Centers / Physicians (Business Market) Trust
Healthy
Economic
Trust of Britannia
0% cholesterol, 0% fats, 2% protein, multi vitamin (100% A, B, C)
Affordable & effective
Incentives like commission & margins
SWOT AnalysisSTRENGTH WEAKNESS
•Innovative Product•Brand Name – Britannia•Pricing•Taste•Strong Distribution Channel•Abundant Raw material•Low Capital requirement
•Sensitive to Commodity Price Fluctuations•Fragmented Cold Chain Supply•Less Consumption of Bread
•Changing Perception•Rising Middle Class & Changing Lifestyle•Large Share of Wallet•Increasing Pie of Organized Sector•Health Consciousness•Meal on the GO•Health in minutes
•Perishable Product•Rising Prices•Large Share of Un-organized Players
OPPORTUNITY THREAT
Product Competitors
Internal External
Positioning Statement
▪ Positioning of Nutrifast– To young, busy nutrition conscious consumers who have little time for breakfast
and meals, Nutrifast is the multi nutrient bread that gives you more energy, protein and nutrition than any other breakfast meal because it has the highest level of protein content and power of pulses & vegetables.
▪ Consumer promise– It’s more than Breakfast, It’s Nutrifast.
Product Offering
Features White bread Brown Bread Multi Grain Nutrifast
Nutrition Low Medium High Very high
Size 400 gm – 600gm 350 gm 350 gm 200 gm – 800 gm
Varients 2 1 1 3
Price range Rs. 14 – 28 Rs. 20 Rs. 22 Rs. 15 – 49
Point of Parity
Made up of whole meal and multi grain flour
On the go meal
Easy to consume
Value for money
Great taste
Point of Differentiation
1st product in bread category to be 100%
cholesterol free and contains 0% fats
Single loaf of bread contains 2% protein
Contains pulses and fruits
High nutritional value
Perpetual Mapping of Nutrifast Bread
Pricing & Margins
Category Total Cost
Estimated
Margin
CP to
Wholesaler CP to Retailer MRP
Expected Revenue
(1st yr)
Expected Breakeven
Point (In yrs)
200 gm 7.175 71% 12.3 13.5 15 317100000 1.287553648
400 gm 14.35 56.79% 22.5 25 27 1384700000 1.061377647
800 gm 28.7 44.60% 41.5 46 49 571400000 0.873292258
Category Unit Cost Total Units Total Cost
Variable
Cost/Unit
Fixed
Cost/Unit
Total Fixed
Cost Profit/Unit Total Margin
Breakeven (in
Units)
Expected
Breakeven(In
yrs)
200 gm 7.175 25780000 184971500 2.675 4.66 120134800 5.125 132122500 20022466.67 1.287553648
400 gm 14.35 58925000 845573750 5.0225 9.3275 549622938 8.15 480238750 55517468.43 1.061377647
800 gm 28.7 14652000 420512400 10.035 18.665 273479580 12.8 187545600 16777888.34 0.873292258
Breakeven Analysis
0
50
100
150
200
250
300
350
400
450
500
0 20000 40000 60000 80000 100000
Capital (crores)
Revenues (Crores)
Quantity Sold
(million grams) Capital (crores) Revenues (Crores)
0 94.32 0
1 94.33 0.005675
5 94.34 0.028375
50 94.4 0.28375
500 95 2.8375
5000 100.2 28.375
10000 106.32 56.75
20000 119.7 113.5
30000 132.4 170.25
40000 145.1 227
50000 157.8 283.75
60000 170.5 340.5
70000 183.12 397.25
80000 195.9 454
Marketing Budget Break up
63.61
7.42
15.9
13.06
Fixed Cost Break up
MarketingBudget
R&D
MarketResearch
Distribution
16.25
42.08
16.67
1210
Marketing Budget Break up
OnlineAdvertisements
TV advertisements
RadioAdvertisements
Bill Boards
PromotionCampaigns
Marketing Budget Break up
Online Advertising Tv Advertising Radio JinglesBill
boards
Promotion/Campaign
You tube Ads
FB Logout Ads Twitter
Cartoon Network Pogo Star Plus
Star Sports NDTV
Radio Mirchi Red FM AIR
Investment/Quarter
7.2 crore 1.8 crore 75 lakh 3.65 crore 3.65 crore 7.3 crore 7.0 crore 3.65 crore 4.32 crore 4.32 crore 3.16 crore 1.8 crore 6 crore
9.75 crore 25.25 crore 10 crore 7.2 crore 6 crore
Gross Total - 60.0 crore
Launch Strategies
▪ Launch plan– Sales promotion campaign in schools, colleges and corporate organizations– Sponsorships in school Quiz Contests and promote the event as ‘Britannia Nutrifast
Quiz Contest’– Stalls in major marketplaces of metropolitan cities
▪ Promotion budget– First six months – around Rs.45 crore
Jan Feb Mar Apr May Jun
Phase 1
Phase 2
Phase 3
Advertising
▪ Strategy & execution– Initial Phase
• January - Sales promotion campaigns
• February – Integrated print/radio/Internet campaign targeting children, professionals and target consumers
• March - Association with popular retail confectionary shops in urban/semi-urban areas and distribute our point-of-purchase displays to support our customers.
• April - Hold a trade sales contest offering prizes for the salesperson and retail organization that sells the most Nutrifast Bread during the four-week period
• May - create a buzz by featuring celebrity voices on FM radio channels, online Buzz by featuring avatar of these celebrities, display of new bill boards in major areas of city
• June - analyze the results of customer satisfaction research for use in future campaigns and efforts in further improving the product.
• product awareness research will help us determine the effectiveness and efficiency of our messages and media.
Distribution
Success Metrics
▪ First year goals : Sales Revenue of Rs. 227 Crore1% market share
▪ Additional year goals: Launch New Products
▪ Measures of success/failure: Through Market Research & Surveys
▪ Requirements for success : High Product awareness
▪ Expansion Plan : Plan to target other parts of India and pay attention to South Asian countries
Nutrifast Advertisement Teaser
THANK YOU