2. Table Of Contents1. Introduction2. Industry Highlights3.
Popular Brands & Its Products4. Haldiram STP 4Ps SWOT
Analysis5. ITC STP 4Ps SWOT Analysis Group No. 8 2 3. Introduction
India has become one of the fastest-growing markets for packaged
food in theworld. Sales of Packaged Food in India byRegion in
2011:East and Northeast: 21%North: 39%South: 18%West: 22% Indias
packaged food industry couldtouch $30 billion by 2015. The most
promising sub-sectors includes Beverages, Frozen Foods,
NutritionStaples, RTE meals, etc.Group No. 8 3 4. Industry
Highlights What are RTE foods Reasons for RTE foods to enter Indian
Market Consumer Types Consumer Preferences Growth in the RTE
segment OUTLINEGroup No. 8 4 5. Ready To Eat Food Processed Require
little/No preparation RTE market - New concept in India Immense
potential Fastest growing sectorGroup No. 8 5 6. Reasons For Market
PenetrationGlobal IndiansMigrant WorkingNRIsPopulationIndian look
for traditional Need for on-the-go productsHome cuisine
abroadConvenience is priorityBusy Schedule Less timeImproved
standard of livingWestern Influence Dual IncomesUrban More
Lifestyle IncomeGroup No. 86 7. Types of Consumers Consumers Needs
Consumer PreferencesCONSUMER MARKETGroup No. 8 7 8. Consumer Market
TypesGroup No. 8 8 9. Consumer Preferences Good for health Easy To
Digest Natural Ingredients Less on Spicesand AdditivesGroup No. 8 9
10. Consumer Preferences Value for Money Smaller Packaging Long
Storage Life No Loss of flavor Group No. 8 10 11. Consumer
Preferences Tasty Variety of flavors Trendy Packaging Quick
Preparation Group No. 8 11 12. Consumer Needs Tasty and Healthy
Rapid Cooking Handy Packaging Convenient Group No. 8 12 13. Tata
Strategic Management Group (TSMG)Survey: Ready to Eat Food in
Metropolitan Cities EstimateMarket for Breakfast-mixes in
IndiaGROWTH OF RTE SECTOR Group No. 813 14. Analysis: Tata
Strategic Management Group (TSMG) TSMG leading management
consultancy firm in South Asia.RTE Market in India 30002900 Factors
Contributing to growth 2500 RTE Market inIndia Cold chain
development 2000Figures in Crore 1500 Increasing disposable incomes
1000 Diminishing culinary skills 500 1280 Need for convenience on
the2006 2015demand sideGroup No. 814 15. Survey: Ready To Eat Food
In Metropolitan CitiesResponses from 3000Bachelorsrepresentatives
households(10 metros in INDIA)14 Households28 With
ChildrenPreferRTE Without Children 72PreferRTE Nuclear Families 86
Working Women Bachelors33 PreferStudy conducted by ASSOCHAM (Jan
2011) RTEAssociated Chambers of Commerce & Industry of India
67Group No. 815 16. Market For Breakfast Mixes In India200820092010
2011 -Figures in CroresGroup No. 8 16 17. Popular Indian
ProductsStrategies adopted by Indian PlayersPOPULAR BRANDS &
MARKETINGSTRATEGY Group No. 8 17 18. Major PlayersGroup No. 8 18
19. HALDIRAMS Business started : 1937 in Bikaner Brand Value: $4
million Share in organised : 20%market Export : USA(1993) Current
Exports: $6 million Group No. 8 19 20. Products Group No. 8 20 21.
Distribution Channel Group No. 8 21 22. Market Segmentation
DEMOGRAPHIC SEGMENTATIONAGE AND LIFE CYCLE
STAGEINCOMEBEHAVIOURISTIC SEGMENTATIONGEOGRAPHIC SEGMENTATION
BENEFIT SOUGHT ZONESGroup No. 8 22 23. Target Market WOMENGroup No.
8 23 24. Product PositioningGroup No. 8 24 25. Marketing Mix
PRODUCT PLACEGroup No. 8 25 26. Marketing Mix PRICE PROMOTIONGroup
No. 8 26 27. Print AdvertisementGroup No. 8 27 28. Social Media
AdvertisementGroup No. 8 28 29. Commercial Group No. 8 29 30. SWOT
Analysis STRENGTHWEAKNESSESEXCELLENT BRAND AWARENESSMANUFACTURING
PROCESS NOT COMPLETELY AUTOMATICTRUST OF CONSUMERINVOLVED ONLY IN
INDIANSNACKS PRODUCT VARIETYHIGH MARKET SHARESTRONG DISTRIBUTION
CHANNELATTRACTIVE PACKING Group No. 8 30 31. SWOT Analysis
OPPORTUNITY THREAT SOUTH INDIAN FOOD SEGMENTINCREASING COMPETITION
BAKED SNACKSCHANGE IN CONSUMER TASTESHOME DELIVERY Group No. 8 31
32. ITC ITC was established on August 24, 1910 as Imperial Tobacco
Company of India Limited in Kolkata. The name of the Company was
changed from Imperial Tobacco Company of India Ltd. to India
Tobacco Company Ltd. in 1970 and then to I.T.C. Ltd. in 1974Group
No. 8 32 33. Introduction READY TO EAT & SNACKS Kitchen of
India brand launched in 2001. Bingo! was launched in March 2007. In
July 2003, ITC forayed into the Biscuits market with the Sunfeast
range of Glucose, Marie and Cream Biscuits. Group No. 8 33 34.
SegmentationGEOGRAPHIC (ITC PRODUCTS ARE AVAILABLEALL OVER THE
WORLD) RURALURBANDEMOGRAPHIC ( ITCS PRODUCTS ARE MADEFOR
EVERYONE)AGEGENDEROCCUPATIONPSYCBOGRAPHIC ( SUITS ALL
LIFESTYLE)LIFESTYLE Group No.8Group No. 8 3434 35. TargetingBetting
big on the farm sector, ITC isplanning to increase its penetration
inthe rural areas like UttarPradesh, Madhya Pradesh, Rajasthanand
Maharashtra to get better returnfor their produce. Group No. 8Group
No. 8 3535 36. PositioningIn 70s ITC has positioned itself by
saying For the gracious people A touch of goldIt is still
differentiating itself on purity andquality of its experience The
brand stands for celebratoryattitude, celebrate the feeling is
thenew message . Group No. 8 36 37. Product MixGroup No. 8 37 38.
Product Mix Driven by 6 brands- Aashirvaad Staples (Wheat flour,
Salt, Spices), RTE Sunfeast Biscuits, Noodles & Pasta Bingo!
Snack Food Mint-O & Candyman Confectionery Kitchens of India
RTE, Premium conserves & chutneysGroup No. 8 38 39. Price Mix
KOI Chicken DarbariRs.130Murg MethiRs.130 Paneer Darbari Rs
100Desserts - Rs.100-130 BINGORs.5Rs.10Rs.20Group No. 8 39 40.
Place Mix ITC already had a well-establisheddistribution network.
Dealers are part of Marketing Team. Attractive incentive linked
with highvolume are given to the dealers. E-chouppal Group No. 8 40
41. Promotion Mix Combination of--- Personal selling Advertising
Sales Promotion Group No. 8 41 42. Print AdvertisementGroup No. 8
42 43. Social Media AdvertisementGroup No. 8 43 44. Commercial
Group No. 8 44 45. SWOT Analysis Established Family Brand Growing
package and canned food market in Strong Global Corporate Brand (
NIL ) India by 15% annually. Specialization in food processing
categoryHigh brand awareness of Indian consumer marketing and
distribution in Urban market Other product category like Biscuits,
Chips Presence of other product segments of foodand Ready to Eat
Market still unexplored. category : Dairy Products, Chocolate,
Infant foods Opportunity to be substitute to other snackscategory
of food productsCategory Internationally Single product focused
competitors like Generic brand in Indiahaldiram. Low rural market
presence constraints Less Entry Barriers in the Market segment for
Uniform Brand for all food categoryproduct category Brand
Proliferation ITC strong base in Indian Market Substitute Product
to Product Segment.competitors with long history in productGroup
No. 8 45 46. ITC Haldiram has a simple ITC already had a
well-distribution channel.established distribution network. They
have started dealing infrozen food. No frozen food Advertisement
through word Incurs high advertisementof mouth only. costs.
Traditional sweets are present Presence of traditional itemsin
there product line. is absent. Group No. 846 47. ITCGroup No. 8 47
48. ITCGroup No. 8 48 49. ITCGroup No. 8 49 50. Arihant JainAkhil
KharbandaAbhishek AroraPrerna AggarwalKanika Hans Group No. 8
50
