Tomato Ketchup

Brand Plan2015-16

Table of Contents:

Page No.

1. Background & Challenges

2. Brand Equity Chart ……………………………….. …… 3

(Mission, Vision, Core Value, Positioning Statement & Tagline)

3. Current market Scenario………………………………... 4

(Market Size of the category Vs tentative share of Tops)

4. Consumer Profiling………………………………………. 5

(Target Consumer, Consumer’s Perception towards the Brand etc)

5. SWOT Analysis of category……………………………… 6

6. Competitive analysis……………………………………... 7

7. Brand Contribution………………………………………. 8

(Category Sales Contribution/SKUs Sales Contribution)

8. Category Sales- States Contribution…………………….. 9

9. Strategies to develop category…………………………… 10

(Challenges to Address through- tactical & thematically marketing Strategy)

10. Detailed activity planner to build the brands……………. 11

(Product, Price, Distribution & Planned Promotions)

11. Budgets require to drive the brand……………………… 12

1.1 Background

Brief History:

Launched in 1996, Tomato Ketchup is the third product introduced by G.D.Foods after successful launch of Noodles as first product and Pickle as the second product from G.D.Foods.

Tops Tomato Ketchup is launched with a belief of repeating the success story of initial two products launched by G.D. Foods, also to serve market with a product “Taste with Quality”.

Challenge to address through Marketing Plan:

1. To arrest a de-growth pattern of the category.

2. To come out of the shadow of Local brand and establish Tops Tomato Ketchup, as it’s Brand Promise defines the Product “Taste & Quality”.

3. Reasons for a consumer to pay “More” when he can experience “Tomato Ketchup” Product with an International brand at near or the same Price.

4. Not only have product with positive in numbers also to meet a challenging growth despite the regular de-growth in the product as per year on year.

1.2 Brand Equity Chart :

Tomato Ketchup - Brand Equity ChartMission To become a brand, known for its best quality & taste.

Vision To become a brand of 32cr in next 3yrs from, current scenario of 10.29cr, with the annual growth rate of upto 50%.

Core Value Quality Richness of Paste ? ? ?

Positioning Statement

"India Ka International Taste" - Taste which defines an international taste, through its quality & richness.

Or Need To work on new positioning statement.

Value PropositionAssured Quality- The International Quality of Taste at a competitive price, comparing

other Tomato Ketchup Brands In India

Tagline "India Ka International Taste"

1.3 Current Market Scenario :

With the above Report, we can estimate the Total Size of the market. Source-TOI,2014.

Total market Size of Tomato Ketchup by 2015 = 1440cr

Tentative Sale of Tops in category = 10.2cr

Hence, we can estimate the Market Share of Tops in category = 0.70%

1.4 Consumer Profiling:

Age Profile: To develop Tops in Tomato Ketchup, we must focus on the larger base of consumers to make it a product between age group of 25-35yrs Male & Female.

Primary Consumers : Female between the age group of 25-35yrs.

Secondary Consumers : Male between the age group of 25-35yrs.

Focused Geography : Delhi/NCR/ Uttrakhand/ Uttar Pradesh/ Punjab/Haryana/Rajasthan/ MP/West Bengal/Bihar

Economy & Class : SEC A, B+ & B Category of customers.

Ideal Classifications of Outlets for the Placements of Tops Tomato Ketchup:

Classification is done keeping in mind Tomato Ketchup is to be purchased by consumers should not buy Tops snack sauce.

1.5 SWOT ANALYSIS:

STRENGTH WEAKNESS

1. Own plant & Manufacturing. 1. Acceptance of product.

2. Established distribution.

2. Challenge with own low priced category.3. Low brand Recall.4. Strong brand recall of competition brand.5. Low budgets to spend on promotions.

OPPORTUNITY THREAT

1. Regularly growing market with 20% 1. Challenging of growing local players.

2. To encash the current distribution. 2. Regular Lucrative/Captivating consumer offering by competition brand

3. Huge budget spends by competition brand

1.6 Competitive Analysis:

Parameters Tops Kissan Maggi

Bottle No differentiation then the competition brand.

No differentiation then the competition brand.

No differentiation then the competition brand.

Tomato Paste 28% 28% 26.70%Pricing 130/- 145/- 140/-

Margins 36% 26% 8%Trade Load 0% 10% 10%

Consumer Offers No consumer offer* Upto Rs.50/- Upto Rs.50/-

1.7 Brand Contribution:

% Contribution of the Tomato Ketchup Category in Total Sale (2015-16) = 3.64%

% Contribution of the Tomato Ketchup Category in Total Sale (2014-15) = 5.30%

Total CBs sale in 2015-16 = 136932 CBsTotal CBs sale in 2014-15 = 170316 CBs

Total Growth/Decline in CBs (2014-15 Vs 2015-16) = - 33384 CBs

Total Sale in 2015-16 & % Contribution in Sale (2015-16):

SKUs Sale (In CBs)

SKUs % Cont (In Category Sale)

200g 19909 14.5500g 27684 20.21Kg 81973 59.8

T.K. Spout (100g) 630 0.46T.K. Spout (1kg) 782 0.57T.K. 10g (Pouch) 5879 4.29

T.K. 15g (Pouch) 75 0.05

136932CBs 100%

Strategy to develop category:

Our understanding of market and through past sales experience the brand will be headed through tactical as well as thematically marketing:

Tactical Approach:

Lucrative Trade Margins: It is very essential to drive a retail market to meet the parallel incentive to retailer through product margins & Trade offer.

Trade offer would be such to offer similar or more margins keeping in mind the competition brand.

Thematically Approach:

Product: Tops actual product differentiation will be highlighted, through various marketing campaign.

The apt of Brand Promise “Taste & Quality” will be reworked (Subject to market research)

Price: We do not approach to change the price for coming 4 months, we will check through a consumer research if the product is being priced as per it’s perceived value Consumer-Retailer - Channel Partners.

(Subject to check - The product is over Priced/under priced against the benefits of product/Brand in consumer view).

Packaging: Packaging is a subject to check/or continue with the help of survey to be conducted. (As it may be the factor that two of our own product looks similar TK/Snack sauce is not attracting the consumer or differentiates between the products).

Distribution: We aim to take current distribution of 9.75% to 20%, with the help of different planned marketing activities and approach of sales team.

We will also set priority markets & objective to develop these markets:

1. P1: High Volume, High Potential

(West Bengal,MP,Delhi-Central)

2. P2: Low Volume, High Potential

(Rajasthan,Haryana-2,Bihar,Amritsar,Uttrakhand,UP Central, UP East, UP NCR,UP West, Delhi-West,South,North & East)

3. P3: Low Volume, Low Potential

(Odisha, Jharkhand, Guwahati,Haryana-1,Gujarat,Himachal Pradesh, J&K)

(Annexure is attached on the basis of last 2yrs sales trend 2014-15 Vs 2015-16)

Marketing Research: To avoid all the assumptions, further developments on products will take up with the help of market research, which will based to study following points:

a) Product quality : (Color, Texture, Aroma, Taste, After taste)

Priority of market done on the basis of past sales achieved and acceptance of product in market.

b) Packaging : (Current Packaging, Differentiation with other packaging,

c) Brand recall product wise.

d) To know the clear phase of product: Awareness – Consideration - Trails or Repeat phase.

Budgets Required:

Budget RequiredA ATL Spend TV Ad 1Cr Newspaper Ad 60 Lac Total 1,60,00000B BTL Spend Trade Load 6,664,909 Consumer offer 6,972,600 Display 7,47,500 Sampling & Trails 15,800 Total 13,653,309

Total budget required 2.96 Cr

Promotion Plans

ATL: TV Ad & Newspaper Ad

ATL Planned

Total Investment Planned

Market Selected Medium Budget Allocated

P1 TV Ad 1cr

P2 Newspaper Ad 30 lac

P3 Newspaper Ad 30 lac

Total budgeted plan for ATL = 1.6cr

BTL Planned: Sampling

BTL PlannedTotal Investment Planned

Market Selected

No. of ZONE

Sampling Activity (No.)/Month

Total activities

Per activity Spend

Total Spend

P1 4 12 48 50 2400P2 13 12 156 50 7800P3 7 16 112 50 5600

Total Rs.15800/-

BTL: Display

Bifurcation of No. of Display

Markets Markets chosen Total States

No. of Displays to be given (Per State 100)

P1 West Bengal,MP,Delhi-Central 3 300

P2Rajasthan,Haryana-2,Bihar,Amritsar,Uttrakhand,UP

Central,UP East, UP NCR,UP West, Delhi-West,South,North & East

13 1300

P3 Odisha, Jharkhand, Guwahati,Haryana-1,Gujarat,Himachal Pradesh, J&K 7 700

Total 23 2300

Bifurcation of No. of Display & Budget Allocated Class

of Outlet

% Bifurcation

No. of Outlets allotted

Amount Allocated Total Budget

A 60 1380 400 552000

B 30 690 250 172500

C 10 230 100 23000

Total Budget Allocated Rs.747500/-

BTL : Consumer Offer

Spends on Consumer offer

SKUs% in TK

Category Cont

% Contribution in Total Sale

Sales (2015-16) of Category/SKUs

Sales (2015-16) (September- March)

Expected Sale (Through Consumer Offer) 40% on the

last year achievements

IN CB's for Next 7 Months

1kg 59.86 0.8 81973 47830 66962500g 29.21 0.73 27684 14678 20549.2

Budget-Spends on Consumer Offer

SKUs

Expected Tentative

sale IN CBs

Total sale in

Pcs

Total Budget require @ Rs.50/- per Bottle 1Kg & Rs.35/- on 500g Bottle

Budget Allotted/Month

1kg 66962 803544 40177200 5739600500g 20550 246600 8631000 1233000Total 87512 1050144 Rs.48808200/- Rs.6972600/-

BTL: TRADE LOAD

Spends on Trade Offers

SKUs% in TK

Category Cont

% Contribution in Total Sale

Sales (2015-16) of

Category/SKUs

Sales (2015-16) (September-

March)

Expected Sale (Through Consumer

Offer) 40% on the last year achievements IN CB's for Next 7

Months 1kg 59.86 0.8 81973 47830 66962

500g 29.21 0.73 27684 14678 20549 109657 62508 87511

Expense (8% on 1kg & 500g Pack (Sep-March 2016-17))

Expected Sale (In CBs)

Sale (In PCs)

Value on PTR (No. of PCs Sold)

Trade Load on PTR (8% for rest of the months SEP-MARCH)

66962 803544 67899468 543195720549 246590 15411900 123295287511 1050134.4 83311368 Rs.6664909/-