PRODUCT MANAGEMENT (KETCHUPS)
PRESENTED BY:-RUPINDER KAUR PGDM(1)
KETCHUP INDUSTRY IN INDIA
The ketchup market is growing at 26 per cent and is likely to touch the Rs 1,000-crore by 2014.
Institutional market is assumed to have a share of 23% while the consumer market has about 77%
Ketchup market in India was estimated to be around 806-crore in June, 2012
This growth can be credited to:
- growth in fast food culture in India
- increasing number of working women
- shift from home made chutney to ketchup
MAIN BRANDS IN THIS PRODUCT CATEGORY
Maggi- Nestle
Kissan- HUL
Heinz- Heinz Co. H.J
Others (Tops, Del Monte,
etc.)
Maggi47%
Heinz2%
Kissan41%
Others10%
2013-14
SKEW IN THE BRAND PRESENCE
In the consumer market the most prominent ketchup brands are:
Maggi
Smith & Jones
Kissan
In the institutional market the most prominent ketchup brands
are:
Del Monte
Heinz
SEGMENTATION OF THE CONSUMER MARKET
SEGMENTION BASE
TYPES BRANDS
GeographicNational Nature’s Best, Top,
Cremica
International Kissan, Maggi, Heinz
Taste preference
Regular tomato sauce
Kissan, Heinz, Maggi, etc
Chilli Maggi, Heinz
Sweet Del Monte, Maggi
Eating habitsFast food Maggi, Heinz
Healthful food Heinz, Kissan
INSTITUTIONS THAT CONSTITUTE KETCHUP MARKET
INSTITUTIONS SPECIFIC BRANDS
Food chains Heinz- Mc Donalds, KFCKissan- Pizza HutDominos- Del Monte
Hotels & Restaurants
Heinz- Oberoi, Taj
Airlines Heinz- Jet airways, Indigo, Air India
Railways Kissan
Colleges(Majority) Kissan
SEGMENTATION CHOSEN FOR BRAND POSITIONING
MAGGI
KISSAN
HEINZ
DELMONTE
INTERNATIONAL
SMITH & JONES
TOPS
CREMICA
NATURE’S BEST
N
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I
O
N
A
L
GEOGRAPHIC SEGMENTATION
BRAND POSITIONING
Maggi(Nestle)
• Tag Line : “Its Different”
• Positioning : Differentiated from the rest
• Product Range : Rich Tomato, Hot & Sweet Tomato.
• Price Segment : High priced – Rs.115 (1kg)
• Target Group : Middle-income and upper-income
households
• Promotion : T.V ads, hoardings, print ads
• SKU : Bottle- 200gm, 500gm, 1kg
Pichkoo- 90gm, 500gm
Kissan(Hindustan Unilever Limited)
• Tag Line : “Just Lagao, Kuch bhi kho ”
• Positioning : Makes food interesting
• Product Range : Fresh tomato, no onion no garlic, chilly
tomato, chatakdaar .
• Price Segment : High priced – Rs.112 (1kg)
• Target Group: Middle-income and upper-income
households
• Promotion : T.V ads, print ads, hoardings
• SKU : Bottle- 200gm, 1kg
Mini pack- 90gm
Sachet- 10gm
SWOT Analysis(KISSAN)
Strength 1. Strong brand name 2.Excellent advertising and visibility 3.Good product distribution and availability Weakness 1.Not too thick Opportunity 1. Tie-ups with corporates 2.Cheaper packets for rural areas.
Threats 1.Threat from other ketchups and local homemade chutneys
Heinz (Heinz Co. HJ)
• Tag Line : “Redder Thicker Tastier”
• Positioning : Focused on taste
• Re-positioning : Focused on health
• Product Range : Tomato ketchup, tomato ketchup
organic, tomato ketchup blended with Indian spices,
tomato ketchup reduced salt and sugar, tomato,
ketchup chili, tomato ketchup fiery chili .
CONTINUEE..
• Price Segment : High priced – Rs.125 (1kg)
• Target Group : Institutional clients (Air India, Oberoi, Taj, etc.) and households
• Promotion : T.V ads, print ads, hoardings.
• SKU : Bottle- 1kg, 500gm, 200gm
Swot analysis (heinz)
Strength1.Good brand name2.Good advertising3.Good distribution in big citiesWeakness1.Food products have a limited shelf lifeOpportunity1.More advertising2.Reach out to a bigger audienceThreats1.Threat from existing brands and local competitors
Delmonte(Field Fresh Foods Pvt. Ltd.)
• Tag Line : “Tastes like never before”
• Positioning : High quality and original blend specially made to suit
the Indian
Plate.
• Product Range : Regular tomato ketchup, Twango.
• Price Segment : High priced – Rs.110 (1kg)
• Target Group : All age group – Middle and upper class.
• Promotion : T.V ads, print ads
• SKU : Bottle- 1kg
Squeezy- 520gm
Swot analysis( DELMONTE)
Strength1.Good brand name2.Good advertising3.Good distribution in big citiesWeakness1.Food products have a limited shelf lifeOpportunity1.More advertising2.Reach out to a bigger audienceThreats1.Threat from existing brands and local competitors
Smith & Jones(Capital Foods Ltd.)
• Tag Line : “Angrezon Wala Ketchup”
• Positioning : Ketchup that is consumed mostly by foreigners.
• Product Range : Tomato ketchup, sweet hot ketchup, pizza
ketchup.
• Price Segment : High priced – Rs.110 (1kg)
• Target Group : Institutional market & consumers
consuming fast food
• Promotion : Print ads, Regional ads
• SKU : Bottle- 200gm, 500gm, 1kg
Tops(G. D. Foods & Beverages Pvt. Ltd.)
• Tag Line : “Classical ketchup: made the old fashioned
way”
• Positioning : High taste and quality.
• Product Range : Regular tomato ketchup.
• Price Segment : Mid Priced– Rs.95 (1kg)
• Target Group : Institutional market and mid-income
consumers.
• Promotion : Sponsorships, banners.
• SKU : Bottle- 200gm, 500gm, 1kg
Sachet- 12gm
Cremica (Mrs. Bector’s Foods)
• Tag Line : “Lip Smackers”
• Positioning : Ketchup consumed with fast foods.
• Product Range : Regular tomato ketchup.
• Price Segment : Mid priced – Rs.85 (1kg)
• Target Group : Institutional Market (Mc Donald's, Barista,
Pizza Corner, Jet Airways)
• Promotion : Hoardings, wall paintings, food corners
• SKU : Bottle- 1kg
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