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  • Maggie

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    Harshi Aggarwal
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    The document provides an overview of the ketchup market in India. It discusses the major brands in the industry - Maggie, Kissan, Heinz, and local brands. Maggie has the largest market share at 37% while Kissan and local brands each have around 29-30% market share. The document also profiles the major competitors Kissan, Heinz, and Tops - detailing their history, products, marketing strategies, and position in the market. Suggestions are provided around improving product quality and thickness, expanding distribution channels, and increasing promotions through discounts and advertisements.

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    maggie

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    The document provides an overview of the ketchup market in India. It discusses the major brands in the industry - Maggie, Kissan, Heinz, and local brands. Maggie has the largest market share at 37% while Kissan and local brands each have around 29-30% market share. The document also profiles the major competitors Kissan, Heinz, and Tops - detailing their history, products, marketing strategies, and position in the market. Suggestions are provided around improving product quality and thickness, expanding distribution channels, and increasing promotions through discounts and advertisements.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    43 views14 pages

    Maggie

    Uploaded by

    Harshi Aggarwal
    The document provides an overview of the ketchup market in India. It discusses the major brands in the industry - Maggie, Kissan, Heinz, and local brands. Maggie has the largest market share at 37% while Kissan and local brands each have around 29-30% market share. The document also profiles the major competitors Kissan, Heinz, and Tops - detailing their history, products, marketing strategies, and position in the market. Suggestions are provided around improving product quality and thickness, expanding distribution channels, and increasing promotions through discounts and advertisements.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    of 14

    EXECUTIVE SUMMARY

    1991- FREEDOM OF ENTRY FOR FOREIGN BRANDS TILL 1970-80-MAGGIE AND KISSAN MAJOR BRANDS 1994-HEINZ CAME MAJOR LOCAL COMPETITORSTOPS,CREMICA

    COMPANY HISTORY
    INTRODUCED BY NESTLE INDIA LIMITED (NIL). LAUNCHED IN 1982 A BRAND FOR- 2 MINUTES NOODLES, CHINESE NOODLES,KETCHUPS

    INDUSTRY STRUCTURE
    MAGGIE-37% KISSAN-29% HEINZ-10% LOCAL BRANDS-24%
    Sales

    MAGGIE
    KISSAN LOCAL BRANDS

    HEINZ

    ENVIRONMENT
    MAJOR COMPETITORS1. KISSAN 2. HEINZ 3. TOPS

    KISSAN
    LAUNCHED BY- HUL FIRST PRODUCTSQUASHES OTHER PRODUCTSKETCHUP AND JAMS 100% REAL

    HEINZ
    CAME IN 1994 PROVIDES TASTE AND NUTRITION ACUIRED FORMER FOOD DIVISION GLAXO

    TOPS
    CAME IN 1985 IDEA OF BRIJ M. SETH PRODUCTS-JAMS PICKLES,KETCHUP

    MARKETTING- MIX
    MARKETTING MIX CONSIST OF 1. PRODUCT 2. PRICE 3. PLACE 4. PROMOTION

    PRODUCT
    MAGGIE TOMATO KETCHUP, MASALA CHILLI,HOT AND SWEET, CHILLI GARLIC TOMATO PUDINA , TOMATO CHAT PAT BRIGHT RED IN COLOR LESS THICK KISSAN TOMATO KETCHUP TOMATO SAUCE(NO ONION NO GARLIC) DARK RED IN COLOR MORE THICK

    PROMOTION
    TELEVISION BRAND EXTENSION FREE SAMPES SPONSORED COOKERY SHOWS CELEBRITY ENDORSEMENT- Eg JAVED JAFFERI

    PLACE
    KIRANA STORES RETAIL STORES

    PRICE
    MAGGIE 1Kg BOTTLE(WITH 20% FREE OFFER)-Rs 90 200 gm BOTTLE-Rs 26 KISSAN KISSAN KETCHUP 1 Kg BOTTLE- Rs 91 500 gm BOTTLE- Rs49 600 gm SQUEEZY PACK- Rs 60

    SUGGESTIONS
    PRODUCT WORK ON THICKNESS WORK ON TASTE MAINTAIN QUALITY PLACE

    PROMOTION MORE DISCOUNT S LIKE BUY 1 GET 1 FREE MORE ADVERTISEMENT ON TV PROMOTE ITS PRODUCT PICHKOO

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