Upload
kalpesh-bhansali
View
230
Download
0
Embed Size (px)
Citation preview
8/8/2019 Alter Healthyou
1/14
Presented By
X
Y
Z
A
Lets Take Care for You
8/8/2019 Alter Healthyou
2/14
CONTENTS
Ideating & Conceptualizing the Need
Product & Market Identification
Current Market Analysis
Marketing Plan / Strategy for Launchy Our Product
y The S T P
y Communications IMC
y Sales Strategy
Summary - Learning's
8/8/2019 Alter Healthyou
3/14
8/8/2019 Alter Healthyou
4/14
PRODUCT & MARKET IDENTIFICATION
Solution
&
Product
Ready to Eat Tasty Health Meals/ Combo Meals
Lets Take Care for You
Lets Take Care for You
All Health Conscious
All who want to but cannottake care
Healthy Lifestyle
WHO
Office Goers / bachelors with noTime
Double Income Families
Mother packing Kids LunchBoxes
Relatively Unhealthy mass
Relatively Healthy Mass
WHOM
THE
MARKET
Increasing income levels
Concern for Healthy Living Increased awareness levels
Growing no. of Nuclear families
Increasing in working women mass
Increasing Spend towards healthcare
..
Social & Demographic Changes
8/8/2019 Alter Healthyou
5/14
THE PRODUCT
Lets Take Care for You
A very Healthy & Tasty Ready to Eat
product which takes care of your Health &
Time Concerns
DEFINITION
Product Developmenty Key focus area QUALITY,
QUALITY, QUALITY
y Stringent Quality Tests For End Product
Ingredients Strategic Tie ups for Raw Material
Sourcing
y International StandardsMaintenance andAccreditations
y .Maximum spend on Researchand Development
y
The Taste should be good &Variety as per genericpalette
Balanced Diet All
that your Body needs
Chole Bhature with&75% less Fat
Chicken Curry meal
with Zero OIL
Roti with Vitamin
Suppliments
International
Certifications & R&D
8/8/2019 Alter Healthyou
6/14
THE PRODUCT
Lets Take Care for You
Product Packagingy Protect the Ingredients NO
CONTAMINATION
y Project Quality & Good Brand Image
y Increase shelf Life
y Assist in Distribution
Pricing Rs 50 Onwardsy Product - daily alternative
y Marginal Premium only
y Pricing to include Raw Material and
Conversion Packaging, Distribution &
a normal Margin only
y Profits in medium & Long Run Reduction in Avg. Costs economies of Scale
Products Extensions to Premium Segment
New Markets 7 Geographies
Price Competition a Strict NO NO
Cheap is Bad In QUALITY
Balance
Pricing a KEY
Profits a
Certainty
Utility Innovation Convenient
& CAREFUL Packaging
8/8/2019 Alter Healthyou
7/14
MARKETANALYSIS RTE MARKET INDIA
Lets Take Care for You
Total Indian Food market Rs 5000 Billion
Total RTE food Market Rs 1.5 Billion (0.03%)
y CAGR for last 5 Years - 15%
y The Current PIE is small. A small Baseguarantees High growth rates in future.
Drivers for RTE growth
y
Rapid demographic shifts in incomey Urbanization & urban working women.
y Increasing Nuclear Families
y Cold chain development
y Economies of scale on the supply side
y Diminishing culinary skills
y The need for convenience & time constraint
Future Expected Roadblocksy Fresh still is important in India.
y Home Cooked food Perceived as healthy &Socio-Cultural reasons (Indian Housewives)
y Affordability
8/8/2019 Alter Healthyou
8/14
MARKETANALYSIS HEALTH & INDIA
Lets Take Care for You
The Growing Concern and Awareness about
healthy Increase in medical spend
y Increase in insurance spend
y Success of Health meals Oatmeals, Corn Flakes(Kellogs 2K Challenge) etc
The Rapid Growth in Different Types of health
related activitiesy Rapid growth in other wellness facilities Medical
Tourism
y Go Slim Chains - VLCC etc
y Growth of Indian Pharma Cos Ranbaxy, Reddys,
y Major Global Players increased focus on IndianMarket Japanese Daichi, etc etc
Some Unhealthy concerns for India & IndianFamilies
y Increase in Life Style diseases BloodPressure, Sugar etc
y Increase weight related diseases
8/8/2019 Alter Healthyou
9/14
MARKETANALYSIS RTE MARKET INDIA
Lets Take Care for YouCompetitionCompetition
LocalRTE
Players
t erealtoo s
Dabbawalas
LucnDelivery
fficeCanteens
Restaurants
otels
ast oo C
ains ,
omeDelivery
Lets Take Care for You
RTE
Not Limited to
RTE Players
Only
The HealthyouThe Healthyou
MarketMarket
RTE
Health
oo ,
or
lakes,
at Meal
MTR
Kohinoor Foods
ITC
Haldiram
Tasty Bites
Lunch
Deliveri
es
Eaterie
sLets Take Care for You
Healthyou A New market to be created by cutting across other unique established market
8/8/2019 Alter Healthyou
10/14
MARKETING PLAN & STRATEGY
Lets Take Care for You
\
Sales and distributionplanning
After Sales Services
The Core Value to beCommunicated
Selection of Proper Channel
Long Term Brand Building
Segmentation
Targeting
Positioning
Product Development
Key Attribute
Long term Value
The Product
Marketing
Strategy -STP
Sales &
Distribution
Communicat
ions
Lets Take Care for You
8/8/2019 Alter Healthyou
11/14
THE MARKETING PLAN
Lets Take Care for You
Segment with Dietary
Concerns Young Bachelors(Working + Students)staying away from home.
Working WomenFamilies
Institutional CateringSetup with Employee /Customer HealthWelfare Concerns
Targeting acrossSegments with acombination ofcommunication
activities ( In the nextSlide)
Tasty Dietary
Alternative which Healsyou and takes care ofyou from within
Complete Solution toyour health needs (Tingeof Medicinal Qualities)
Normal (Value forMoney) & Premium(Lifestyle Requirements)
SEGMENTATION TARGETING POSITIONING
8/8/2019 Alter Healthyou
12/14
COMMUNICATIONS
Lets Take Care for You
Awareness Interest Desire ActionFeedback 7ContinuousLearning
CORE VALUE: Lets Take Care for YOU HEALTH Y OU
Through Print, FM
Radio, TV.
Awareness
towards
healthy eating
habits &
repercussionsOffice &
Institutions
reduction In
health
expenditure
by Firm
Free SampleDirect Selling
Medical
Councelling
Somes
More
.
XXXXXXXXXXXXXXXX
XXXXX
8/8/2019 Alter Healthyou
13/14
THANKYOU
8/8/2019 Alter Healthyou
14/14
SALES AND DISTRIBUTION
Lets Take Care for You
CORE VALUE: Very Close to You Whenever & Wherever you seek for
Sales, support and service training
Quality & Customer Satisfaction is Primary
Logistics planning
Shelf Life Low Logistics Key to reduce Wastage
Sales and
distribution