ITC Master Frozen prawns

1 kg – 400-500 (fresh)

Reasons for ordering –

 Pan was available

 200 gm 185 Rs
 1000 Rs/kg approx. (medium prawns)
 10-20 Rs cutting, cleaning (fresh)
 Beneficial to those who don’t have access to mandis
 Bangalore, (Non-coastal areas)
 If you go out to shop
 BigBasket
 Target cities –
 Aam (stamp wala) example
 Uniform (ITC wala) – consistency
 Preservatives
 Taste better for fresh but not much diff
 Availability is a major pain point
 Buy something which you cannot make at home (maybe add some flavour) – value add. E.g.
prawn seekh kebab, prawn roll (plain prawn k lies not worth it)

1.

 Non-availability (J&K)

 Discounts online

 You see MasterChef. Kunal is making something praises. Prawn dish.

 4 varieties – medium, large, super large, jumbo

 Talk about some rare prawns (jumbo for eg) – not available offline

 If you are in a period like corona, things are not available.

 Good for restaurants.

 Train, Plane

 Jamshedpur 60 ml – prawn packet (fish tikka)

2.

Bangalore location – Prawns peeled and

1.1 kg to 500 gm – 429 rs (fresho local brand)

IFB prawns – ready to fry, ready to cook, bulk product

Coastal areas – high (as you keep moving away, diff decreases)

3.

Impact of promos – Consumer promos- very high

4.

Very imp to have a wide portfolio

People don’t know to cook

Ready to cook works great

5.

Fresh – aroma

Cut sizes – good in ITC uniformity

6.

Area association (prawns – best prawns) – mango breeds, Nagpur orange, andaman fish

Tests like this and upload it on youtube

Call 10 people and make 2 prawn curries – frozen and fresh and rate

Prawn challenge

Pet kharab hota h generally – needs to be cleaned probably – cut off tail – some sort of guarantee like
that

7. Compared to fresh is huge

They advertise ki we’re selling local (even high end restaurants),

Squid is a cheaper version of prawn (Goa) – Kalamari (you won’t get it anywhere else) – can be explored

Metro/tier1/

500 gm is standard

1 kg max at once let’s say (throughout the week)

More for an occasion

Fish consuming areas

North of west Bengal

Special item – weekly, monthly

Focus on areas where people eat fish + metros (not Kolkata) but coastal areas mein scope is less

Target audience –

1. 40+ won’t buy - used to buy offline

2. 23-40
3. SEC A

Student in a hostel – SEC A

Working professional – SEC A

Family (in general no)