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
Top 10 State in salesSales
AmritsarU.P - westRajasthan - 1BiharUttrakhand U.P - EastDelhi - SouthRajasthan - 2Delhi - westDelhi - North
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.
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 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)
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.
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
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 √ √ √ √ √ √