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1Copyright © 2013 Comviva Technologies Limited. All rights reserved. 1
July 2015
Project Title: “Market Research and Analysis for the Institutional Food Service Division”
2
AGENDAAGENDA
The Product Portfolio
Difference between Tomato
sauce and Ketchup
Data collection & Analysis
Feedback
Our Vision Our History/About
Heinz
1 2 3 4
5
6
3
VISSION: TO BE THE BEST FOOD COMPANY;GROWING A BETTER WORLD
VALUES: CONSUMER FIRST, QUALITY, INTEGRITY, OWNERSHIP AND INNOVATION
4Heinz claims to have 150 number-one or number two-brands worldwide
Founded by Henry John Heinz in 1869
Slogan: 57 varieties introduced
headquarters in Pittsburgh, Pennsylvania
1906. Heinz was a pioneer in both scientific and "technological innovations
Heinz India started operations in the year 1994
Acquired the Family Products Division of Glaxo with powerful brands such as Complan, Glucon-D, Nycil and Sampriti
Heinz 51% and Kraft 49% stake
Customers in over 200 countries
Over 10,001+ employees
merger of Kraft Foods with Heinz : Kraft Heinz Company
merger is backed by 3G
Capital and Berkshire
History of Heinz
19th century
19th century
19th century
20th century
20th century
20th century
21st century
21st century 21st century
21st century
5
World fifth largest FMCG company After the
merger between Heinz and Kraft
Over 200 countries The merger is backed by 3G Capital and Berkshire Hathaway
Kraft Heinz Worth -US$36 billion
Kraft Heinz Total Worth -US$46 billion
+US$10 billion
Jorge Paulo Lemann
Warren Buffett
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Products
Innovation @ Heinz India
Maplan-P for pregnant women and Maplan-L for lactating women.
Heinz India focused on manufacturing two specialized nutrient beverages.
These nutritious drinks provide women with important nutrients such as vitamin D, bio available calcium, DHA, omega 3 and chorine.
7Copyright © 2013 Comviva Technologies Limited. All rights reserved. 7
Products
Adding value –to grow a better world
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Heinz Tomato Ketchup
Glucon-DComplan Sampriti GheeNycil
Products
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Tomato Sauce is more or less a synonym for Tomato Ketchup.
Survey Report
Volume Analysis
Global ServicesFindingsAnalysis Feedback
Difference
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Difference Volume Analysis
Global ServicesFindingsAnalysis Feedback
Survey Report
Total number of outlets covered by me
The number of outlets for which I have at least one contact name and number
Total number of outlets for which you have cuisine information
Total number of groups you have found
440 439 440 51
Please click here to see the hyperlinkPlease click here to see the hyperlink
Overall Information
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Objective /Limitations Adding value –to grow a better world
Analysis LearningFinding FeedbackSurvey ReportDifference
• Difficult to cover and find each and every outlet listed in Zomato.
• Security issue
• proprietors and managers don’t express their original perception and views because of biasness
• Difficult to know the price of the products , used in HORECA
Limitation
Objective
GROWTH OPPURTUNITIES
APPROACH
PRODUCT AVAILABILITY/CON
SUMPTION AND BRANDS
ENTRY BARRIER
UNPROPER DATA/ PERCEPTION
PRICE
Cons
umer
s
Volume Analysis
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•Population:- Finite (North Kolkata City)•Sampling Unit:- Areas of North Kolkata CityHORECA (Areas):•Salt Lake City, Sector1•Salt Lake City, Sector2•Salt Lake City, Sector3•Salt Lake City, Sector4•Salt Lake City, Sector5•Maniktala•Kankurgachi•Tangra•Beliaghata•Rajarhat•Dum Dum•Barasat•Shobhabazar
•Sample size: - A total of 440 HORECA and Population of 30 consumers.
Research Methodology
The Research study entailed two major phases:
•Pre- field Study
•Field Study
-Questionnaire
Tools and techniques of Analysis:
Simple statistical tools and techniques like average, ratios, pie charts, and tables are used to analyze the data.
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Difference Volume Analysis
Global ServicesFindingsAnalysis Feedback
Survey Report
Product Brand Quantity Price Pack size Supplier
Tomato ketchup
57 51 6 51 40
Tomato sauce 302 296 31 295 133
Tomato sachet 96 94 0 94 4
Peeled tomatoes
1 1 0 1 0
Tomato paste 74 68 0 68 27
Tomato puree 93 80 0 80 30
Information GatheredInformation Gathered
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Difference Volume Analysis
Global ServicesFindings
Survey Report Feedback
Analysis
Product Product Availability
Tomato ketchup 12.95Tomato Sauce 68.64Tomato Sachet 21.82
Peeled tomatoes 0Tomato Paste 16.82Tomato puree 21.14Mayonnaise 20.68
Mustard sauce 58.86Pizza sauce 5.91H.P. sauce 2.27
Baked Beans 9.09Apple cider Vinegar 0
Oyster sauce 35.68Soya sauce(dark) 44.32Soya sauce(light) 30.45
Milk creamer 0
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Difference Volume Analysis
Global ServicesFindings
Survey Report Feedback
Analysis
Tomato Ketchup Tomato Sauce
Sachets
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Difference Survey Report
Global ServicesFindingsAnalysis Feedback
Volume Analysis
Pack size
Volume of Ketchup consumed
Volume of Sauce consumed
Volume of Ketchup sachets consumed
<10g 73200 sachets
15g
200g 200kg
500g 100 kg
1kg 963 kg 9240 kg
1.5 kg
2 kg
2.5 kg
3 kg
5 kg 300kg
>5kg
Price range (INR)
Volume of Ketchup consumed
Volume of Sauce consumed
Volume of Ketchup sachets consumed
<20 10kg 73200 sachets
21-40 230kg approx
41-60 545kg approx
3990 kg approx
61-80
81-100
680kg approx
5430 kg approx
101-120
121-140
Volume Analysis
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Difference Survey Report
Global Services
Volume AnalysisAnalysis Feedback
Findings
Ketchup Sauce Ketchup sachets
Mayonnaise
Total volume being consumed
3163kg 9650kg 18400 sachets 485kg
Ideal Price range to penetrate the market
110 68 2 96
Ideal pack size for maximum market share
1000gm 1000gm 8gm 1000gm
Important suppliers Metro cash and carry
Pouchong brothers pvt ltd/metro cash and carry/ Shincheung / New Market
Sincheung(near cit road/ Tangra)
Current most used brand
kissan Pouchong,sincheung and kissan
Delmonte,cremica and kissan
me fresh
FINDINGS
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Difference Volume Analysis
Survey Report FindingsAnalysis Learning
Feedback
Website(as similar as Zomato)
pouch packets
Tie-ups
Sachets
Suggestions
Schemes
Distribution
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Difference Volume Analysis
Survey Report FindingsAnalysis Feedback
Learning
Learning:
Learnt to interact and handle diversified sets of customers
Learnt about the customer preference and their demand
Learnt about the Distribution channel and the process adopted by Heinz India
Understood the Market Potential for Heinz Tomato ketchup
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Thank youVisit us at heinzindia.com