MARKETING STRATEGY

OF
HERES THE FOOD PVT LTD
PRESENTED BYAKSHAYA KUMAR
HIMANSHU CHANDEL
KUNAL MEHTA
SURYA SINGH

INTRODUCTION TO FOOD INDUSTRY IN

INDIA
WORLDS SECOND LARGEST PRODUCER OF FOOD
PROCESSED FOOD ACCOUNTS FOR 20 5 OF TOTAL PRODUCTION
EXPECTED TO REACH 25% IN 2020
INDIAN FOOD MARKET:LARGEST IN TERMS OF
PRODUCTION,CONSUMPTION ,EXPORT IMPORT
DIVERSE AGRO-CLIMATIC CONDITION, WIDE RANGE , LARGE RAW MATERIALS
MAKES IT SUITABLE FOR FOOD PROCESSING INDUSTRY
AVERAGE INDIAN SPENDS ABOUT 50% OF HOUSEHOLD EXPENDITURE ON
FOOD ITEM

INTRODUCTION TO SOUP INDUSTRY IN

INDIA
SOUP MARKET IN INDIA FOR 2013 WAS INR 300 CRORE
GROWING AT A RATE OF 20%
DOMESTIC MARKET HAS ONE MILLION CONSUMERS
SIGNIFICANT GROWTH OPPORTUNITIES LARGELY DUE TO URBANIZATION,
RISE IN INCOME, HEAVY MARKETING BY ALREADY EXISTING PLAYERS.
CURRENT LEADERS ARE MAGGI(NESTLE) AND KNORR (UNILEVER)

COMPANY DESCRIPTION
COMPANY NAME HERES THE FOOD PRIVATE LTD
BRAND NAME EASY TO COOK SOUPS
PRODUCT DEHYDRATED AND READY TO EAT SOUPS
BRAND POSITIONING JAB LAGI HO BHOOK PIYE ETC
SOUPS

CONTD..
VISION : TO BE A LEADING SOUP MANUFACTURING COMPANY IN INDIA WITH
HIGH BUSINESS ETHICS
MISSION:
TO PROVIDE TASTY, HEALTHY SOUPS TO THE CUSTOMERS AT AFFORDABLE PRICES.
TO DELIVER HIGH GROWTH AND PERFORMANCE THROUGH INCREASED SALES AND PROFIT.
TO CONTINUE TO EXPAND THROUGH INNOVATIVE PRODUCTS.
TO MAKE SOUP A PART OF THE INDIAN DIET NOT ONLY IN URBAN AREAS BUT ALSO IN RURAL
AREAS OF INDIA.
PROVIDE A FLAVOUR FOR DIFFERENT DEMOGRAPH

PRODUCT DESCRIPTION
DEHYDRATED SOUPS
RICH IN INDIAN FLAVOR, NUTRITIONAL,
CONTAIN LESS SODIUM, NO FAT, HIGH IN FIBER, EASY TO COOK
AVAILABLE IN DIFFERENT QUANTITY
ZIP LOCK PACKAGING
AVAILABLE IN EXCITING FLAVORS
CONTAINS ENERGY, PROTEIN, CARBOHYDRATES, SUGAR
AND PRESERVATIVES

PRODUCT PRICING
PRODUCT

QUANTITY
SERVE-1

PRICE

QUANTITY
SERVE-2

PRICE

QUANTITY
SERVE-4

PRICE

TANGY
TOMATO

20gm

Rs 10

45gm

Rs 20

65gm

Rs 30

MAGICAL
MIX

20gm

Rs 10

45gm

Rs 20

65gm

Rs 30

BABY
CORN

20gm

Rs 12

45gm

Rs 25

65gm

Rs 35

CHOW MOW
MANCHOW

20gm

Rs 12

45gm

Rs 25

65gm

Rs 35

CHUNKY
CHICKEN

20gm

Rs 15

45gm

Rs 30

65gm

Rs 40

VEG SOUP
COMBO

80gm

Rs 44

180gm

Rs 85

260gm

Rs 125

TAG LINES
TANGY TOMATO

TASTE THE FLAVOR

MAGICAL MIX

SERVE THE GOODNESS

BABY CORN

NOW THE CHILD IS HAPPY

CHOW MOW MANCHOW

CHUNKY CHICKEN

MAN CHAHE CHINA

HAVE IT SOME MORE

COMPETITION ANALYSIS
DOMINATED BY FEW PLAYERS
TOP THREE PLAYER ACCOUNT FOR AROUND 90% OF MARKET BY VALUE AND
VOLUME
HINDUSTAN UNILEVER (KNORR)
NESTLE INDIA (MAGGI)
CAPITOL FOODS (CHINGS)
Knorr:64%
Maggi:23
Capitol Foods:6
Others:7

MARKET SIZE
350
300
300

250
200
228

150
100

183

50
0

2011

2012

2013

FLAVOUR PREFERENCE IN THE MARKET

Flavour Hierarchy

2011

2012

2013

Tomato

Sweet Corn

Vegetable

Chicken

Hot and Sour

LOCATION ADVANTAGES
CENTRAL LOCATION
TROPICAL CLIMATE
LOW MAN POWER COST
LOW LAND COST

SWOT ANALYSIS
Strengths
Indian Taste
Single Product Focus
Healthy and nutritional
Affordable prices

Opportunities:
Low Penetration
Availability of flavors
Increasing Income
Changing Lifestyle
Customer preference

WEAKNESS:
Dominance of Knorr and Maggi
Contain preservatives

Threats:
Price War
Taste of consumer
Substitutes
Soup a winter food

STP ANALYSIS

Segmentation
Age
Lifestyle
Eating habits
Occasion
benefits

Target audience
Kids
Youth
Office goers
Working women

Positioning
Jab lage bhook piyo etc soups
Piyo healthy, jiyo healthy
Peth bhrega par maan nhi
Serving delicacy
Easy to cook

PEST ANALYSIS
Political

Ecnomical

Goods & services tax

Relexation of license rules
5 year tax holiday
No quantitative restrictions

20% growth in last 5 years

Strong focus on efficiency
Reducing waste and emissions

Social
Changing attitudes and
lifestyles
Practicing healthier lifestyle

Technical
Advertising through internet and
tv
New machineries
R & D and technical expertise

4 PS
Pricing
Market penetration strategy
Mix pricing strategy

Product
Veg & nonveg categories
Multi grain soups
High nutritional values
Packed with
vegetables/noodles/chunks
Indian taste

Promotion
Media & social networking
Free samples, Dry and wet
sampling
Innovative schemes
Combos
Hording near health centers

Place
Supermarkets
Departmental stores

MARKETING SURVEY
AGE GROUP PREFERENCE ?

WHAT MATTERS MORE TO CUSTOMERS ?

WHO ARE THE PREFERRED CUSTOMERS ?

DO THEY PREFER THE SAME BRAND ?

BRAND RECALL AND FUTURE TRENDS

NON ONION AND NON GARLIC SOUPS FOR JAINS
THERE IS A LARGE POTENTIAL IN RURAL MARKET
INTRODUCING FICTITIOUS CHARACTER WHO CAN CONNECT
WITH KIDS FOR BETTER BRAND RECALL

thankyou