Brand Plan – Instant Mix

Current Market Scenario

Current Market Scenario• 600-700 Cr Indian market of Ready to

Cook.• 20-25% Current Industry Growth rate.• Market leader MTR with market share of

32.5%• Our Instant mix market share 1.2%• Currently we are selling 102601 CB in 15-

16.• Currently we are growing @2.84% in 14-

15 to 15-16.• Currently our distribution is 8% in July

2016.• Currently our Throughput per outlet is

00.78 CB in July 2016.

33%

67%

MTR Market Share

MTR Others

Drivers

• Growing Income and Consumption

• Rapid Urbanization• Increasing Working

Women Population• Rising Income level• Change in food habit• Growing Need for

Convenience• Convenience Factor• Growing Retail Market• Marketing Campaigns

Industry Drivers

Industry Challenges

Challenges

• Consumer acceptance

• Consumer Behavior and Perception

• Rise in Packaging Costs

• Health Concerns• Lack of nutrition

values

Industry Competitors

Major Players

• MTR• Gits• ITC• Bambino• Kohinoor Foods

Emerging Players

• Nilons• Funtop• Talati• Priya• Gangwal• Aagrawal 420

Introduction- Tops Instant

Mixes • TOPS Instant Mixes were introduced in the year 2003.

• Manufacturing Location: Neemrana, Alwar, Rajasthan.

• Our USP- only 3 easy steps • We have 3 Ranges • South Indian Range• North Indian Range• Sweet Indian Range

South Indian Range

Instant MixSr. No. PACKAGING SKU

1 Sambhar (Mono Carton) 100 gm

2Vada Mix (Mono

Carton). 200 gm

3 Rice Idli (Mono carton) 200 gm

4Rava Idli ( Mono

Carton) 200gm

5Rice Dosa (Mono

Carton) 200gm

6Rava Dosa ( Mono

Carton) 200gm

7 Rice Idli ( Pouch ) 500gm

North & Sweet Indian Range

North Indian RangeSr.

No. PACKAGING SKUs

1 Khaman Dhokla (Mono Carton) 200 gm 2 Khaman Dhokla (Pouch) 500 gm 3 Dahi Bhalla (Mono Carton) 200 gm 4 Dahi Bhalla (Pouch) 500 gm

Sweet Indian RangeSr.

No. PACKAGING SKUs 1 Gulab Jamun (Mono Carton) 100 gm 2 Gulab Jamun (Mono Carton). 200 gm 3 Gulab Jamun (Pouch) 500 gm 4 Kesar Pista Kulfi (Mono Carton). 100 gm

TOPS INSTANT MIX : AN OVERVIEW

Current Sale 2016-17 (Apr

- July)   32,112 C.BSale in 2015-16   1,02,601 C.BSale in 2014-15   1,00,073 C.B

Existing Distribution:

ZONE DELHI NORTH INDIAN STATES

EAST INDIAN STATES

  In C.B In C.B In C.B

Avg. Sale Per Month

(2015-16)

1494 C.B 9103 C.B 908 C.B

44,820 Units 2,73,090 Units 27,240 Units

No. of Outlets 14,305 65,637 17,182

Avg. Sale Per Outlet 3 Units 4 Units 2 Units

Region Wise sales

North IndiaDelhiEast India

Region Wise Outlet Coverage

North IndiaDelhiEast India

Top 10 State in salesSales

AmritsarU.P - westRajasthan - 1BiharUttrakhand U.P - EastDelhi - SouthRajasthan - 2Delhi - westDelhi - North

Top 5 SKU in sales

Gulab JamunDhoklaDahi BhallaRice idliKulfi

Increase product Depth.Increase market share.Increase distribution.Increase self space.Increase Brand Visibility.

Objective

Launch of new categories to keep pace with the competition, especially in North Indian range, science MTR is a strong hold in South Indian Range. In fact it is hitting the north range products also with launches in the form of kesar kulfi and extension in the shape of mango kesar kulfi & alike.

Therefore we have proposed a whole new range of instant mixes to help strengthen the ‘brand identity’ of instant mixes of TOPS.

WHERE?

All IndiaStarting from Pick& Move Delhi-NCR

WHEN?

From Now

HOW?

Increase product DepthBy the launch of New Product Poha Dhoka Gajar ka halwa Upma JalebiBy the launch of New Variants Multi Grain Idli Tomato Idli Carrot Idli Beetroot Idli Spinach Idli• By the Increase of Product Depth we grow from

current throughput 00.78 CB per outlet to 1.00 CB per outlet which increases in our sales by Current 30780 CB to 133381 CB which is 30% sales growth.

SCOPE OF PROPOSED NEW VARIANTS

SCOPE OF PROPOSED NEW VARIANTS

TOPS NEW RANGE MTR GITS

Sr.No. Range Product Proposed S.K.U. Product Range Product Range

1 South Indian 1. Upma 100 G.M. Upma Upma

1. Regular Regular

2. Masala Upma

3. Oats upma

4. Vermicelli Upma

2. Beetroot Idli 200 G.M. Beetroot Idli NA

3. Carrot Idli 200 G.M. Carrot Idli NA

4. Spinach idli 200 G.M. Spinach idli NA

5. Tomato idli 200 G.M. NA NA

6. Multi grains idli 200 G.M. NA NA

2 SNACK RANGE 1.Poha 100 G.M. Poha in a Cup

Poha 1. Cup regular NA

2. Cup khatta meetha

2.Dhoka 100&200 G.M. Dhoka

3 SWEETS RANGE 1. Gajar ka Halwa 40&100 G.M. NA NA

2. Jalebi 100 G.M. Jalebi Jalebi

COMPETITORS PRICING

COMPETITORS

SKU's

MTR GITS

M.R.PNet Rate After

Scheme

Rs. Margin

Retailer SCH in %

Retailer Margin in % Consumer Scheme M.R.P

Net Rate After

Scheme

Rs. Margin

Retailer SCH in %

Retailer Margin in %

Consumer Scheme

200 gm Beetroot Idli 60.00 53.50 6.50 10.83

200 gm Carrot Idli 60.00 53.50 6.50 10.83

200 gm Spinach idli 60.00 53.50 6.50 10.83

500 gm Rice Idli 85.00 75.46 9.54 11.22 80.00 72.7 7.27 9.09

500 gm Rawa Idli 88 77.7 10.3 11.75 80.00 72.7 7.27 9.09

500 gm Beetroot Idli 115 103 12.3 10.70

500 gm Carrot Idli 115 103 12.3 10.70

500 gm Spinach idli 115 103 12.3 10.70

200 gm Jalebi 50 44.6 5.36 10.72 Squeezer Free 40 (100 gm) 33 7 17.50 Squeezer Free

180 gm Poha 40 31.8 8.25 5% 20.63

200 gm Upma 32 25.4 6.6 4% 20.63 25 22.7 2.3 9.20

100 gm Dhoka 20 17.9 2.15 10.75

200 gm Dhoka 35 31.3 3.75 10.71

40 gm Gajar ka halwa

100 gm Gajar ka Halwa

Placement plan Placement plan of New Instant Mixes

1-Poha, 2-Dhoka, 3-Gajar ka halwa, 4-Upma, 5-Jalebi, 6-Multi Grain Idli, 7-Tomato Idli, 8-Carrot Idli, 9-Beetroot Idli, 10-Spinach Idli

S.No. State Silver Outlets Placement in Pieces Total Pick & Move Placement in

Pieces Total

1 Delhi 1085 20 21700 349 30 10470

2 U.P 1197 20 23940 211 30 6330

3 Uttranchal 14 20 280 38 30 1140

4 Haryana 273 20 5460 185 30 5550

5 Punjab 665 20 13300 139 30 4170

6 Himachal Pradesh 20 0 48 30 1440

7 Jammu & Kashmir 123 20 2460 38 30 1140

8 Madhya Pradesh 0 20 0 106 30 3180

9 Chattisgarh 260 20 5200 60 30 1800

10 Bihar 222 20 4440 48 30 1440

11 Jharkhand 24 20 480 42 30 1260

12 Gujarat 736 20 14720 26 30 780

13 Rajasthan - 1 20 0 55 30 1650

14 Rajasthan - 2 20 0 105 30 3150

15 West Bengal 1294 10 12940 55 20 1100

16 Odisha 112 10 1120 51 20 1020

17 Assam 253 10 2530 27 20 540

Total 5173 108570 1234 46160

Total Placement in CB 3619 1539

Increase in Distributions• Currently our distribution is 8% in July

2016. • Increase our distribution from 8% to 16%

in coming months which is 200% from current.

• Currently our coverage is 131000 outlets• Instant mix present in only 10480 outlets• After increasing distribution we will be

cover 20960 outlets.

Sales Projection• Currently our Sales are 102601 CB in 2015-

2016.• Increase from Throughput pre outlet 30%.• Increase from New product & Variants launch

50%.• Increase from Distribution 100%.• Total increase in sales 30+50+100=180%

Growth.• Total volume 2.8 times folds in current sales

which is 287282 CB in coming year.

Sales Projection• By this increase we go from market share

1.2% to 3.36%.• 2nd year our market share is 3.36% & sales in

CB 287282.• 3rd year we grow by 50% and market share

will be 5.04% sales in CB 430923.• 4th year we grow by 50% and market share

will be 7.56% sales in CB 646384.• 5th year we grow by 40% and market share

will be 10.58% sales in CB 904937.

Consumer behavioral towards instant mixes

• Target GroupsBachelorWorking WomenChildren

How to target different class of customers?

Taste

Working Class

Teenager& Young single

Middle & Old age

Consumer trends1. More working class, loss of cooking skills2. Demographics and household size3. Breakdown of the family meal with more individual lifestyles4.Young single people not living with parents

5. Income growth

To create brand awareness• Inform consumers and make know the Instant

Mix range of Tops.• Advertising spends. We spends 70 per cent of

spends on television, 11 per cent on Store promotional activations which include trial generating activities like sampling , Display, 5 per cent on radio, 5 per cent on outdoor promotion, 3 per cent on print and 3 per cent on Digital, 2 per cent on Delhi metro and 2 per cent on public relation & new launch.

Advertisement Mix Budgeting

• Celebrity Endorsement • Television Advertisement 70% spends• Radio Advertisement 5% spends• Store promotion 10% spends• Metro promotion 2% spends• Outdoor promotion 5% spends• Digital promotion 3% spends• News Paper& print media 3% spends• Public relation 2% spends• Trade fair promotion.

Celebrity Endorsement

To generate actual purchase behavior and to create the new brand image

•Where: in advertising

•Who: Any actress Like- Priyanka chopra, Rekha , Deepika

Television AdvertisementWorking Personal- the ad will be shown in the mornings when working people usually leave scan the news before leaving for work and in the evenings when they come back from work and usually have free time to relax.Youth Channels- the ad will be shown in the peak hours in these channels.Kids Channels- the ad will be shown between the 4 -5 pm in these channels.

Radio Advertisement

Radio ad in popular channels- The timings would be 7:00 to 10:00 in the morning and 4:00 to 8:00 in the evening when working women are usually leaving for work (15 seconds)

Store promotion• In-store to attract the target

Point of purchase

Attractive Packaging

Sampling

Metro promotion Delhi metro is lifeline of Delhi and our target group is working class so we have to go with metro train for our instant mix

Outdoor promotionWhat- poster/kiosk, bus shelter, wallscape, mall advertising, mobile billboard bus/truck/van, unipole/hoarding, taxi advertising, airports

Where:•The city centre•Near all Retailing Units •On major motoring highways where it will be visible while driving down.•On Major buses with routes around the city.•Nearby corporate offices.

Digital promotion

Ads on Internet/

Google Ads

Website and social

network

Free app

Newsletters

Ads on Internet/ Google Ads

Google AdsenseGoogle

Adwords

Advertisements on Social

Networking Sites and Health blog

Website & social network

• Where: Thanks to our own website www.tops.co.in and our Facebook page “ Tops social”

To question a nutritionist about our instant mixes and to give nutrition information to consumers affective objective

free appsTo accompany women throughout the day for they remember the brand

• Where: free apps on Smartphone downloadable from the website

• What: an electronic calendar where working personal can write their family tasks for each day

NewslettersTo bring nutrition information to our target access on “Tops India” web page.

• Where and when: Thanks to a three-monthly newsletter send our target and available on the website.

•What: the newsletter present our product

News Paper& print media

What- Ad on some festive season & new product launch

Where- From news paper

Public relation

Press report

Press conference

Press release

Annual advertising mixAwareness / Inform consumers about TOPS instant mix focused on North Indian tasteMedia Name Octob

erNovem

berDecem

berJanuary

February March

TV (30s) Young single  √ √ √  √  √ √  Women  √ √ √  √  √ √  Kids  √ √   √ √

Print/News Paper Danik Jagran Diwali 26

Jan Holi

  Times of India Durga Diwali 26 Jan Holi

Radio On prime time  √ √ √  √  √ √ Delhi Metro Yellow line & Blue

Line  √ √  √Outdoor Tourist Place   √    √

  Urban / City Hoardings  √ √ √  √  √ √

Internet On blog and

website related with food  √ √ √  √

website, social network, apps,

newsletter  √ √ √  √  √ √Public Relation New Product

launch  √ √ In-store Pop,

Display ,Sampling  √ √ √  √  √ √

Prepared By-Manendra ShuklaAssistant Brand Manager