5C Analysis

Company

 Founded in early 1920s by Anant Ram Abrol, now managed by Sat Pal Abrol
 Started by selling barfi but now include sweets varying across states along with milk
products
 In 2013-14 had a revenue of Rs. 6090000.

Collaborators

 Milk suppliers
 Shopping mall owners

Customers

 Customers mainly belong to Jammu region

 Targets consumers across ages, however younger generations are drifting away
 Customers tend to buy products of MNCs and consumer taste being changed towards
modern food items like pizza, pasta, etc.

Competition

 Local Players
 MNCs like dominos, pizza hut, KFC for younger customer segment

Context

SWOT
Strengths

 Strong presence in its place of origin

 Has strong financial resources
 Huge market share in Jammu
 Positive word of mouth
 Sustained brand image due to long lineage

Weaknesses

 Minimum focus on needs of younger generations

 Lack of products for health conscious consumers
 Absence of marketing

Opportunities

 Enter into other northern states to increase revenues

 Hit popular tourist spots with new stores
 Diversify into providing catering services through its banquets

Threats

 Change in fast food trends amongst younger generations

  MNCs with huge brand equity entering market
 Local players with similar offerings

Alternatives
Alternative 1- Introduce food items which are popular amongst youngsters like burger, pizza,
sandwiches, etc. They can also add sugar-free items to target health conscious customers.

Pros

 Can cater to all generations’ needs

 Increase market share, sales & profit
 Match the competition

Cons

 Sales of old products might get affected

 Might cause confusion in brand’s positioning

Alternative 2- Diversification through backward integration and acquire dairy farms, give franchisees
in other cities and offer catering services.

Pros

 Give edge over competitors

 Further improve brand equity

Cons

 Huge diversification can lead to confusion amongst management

Alternative 3- Use traditional as well as non-conventional marketing tools such as social media
marketing for better market penetration. Focus on increasing online orders, might launch online
application.

Pros

 Increases reach to larger audience

 Improves brand loyalty
 Increase conversion rates
 Get market place insights through data analytics

Cons

 Hard to measure ROI

 Time intensive

Recommendations
 Open stores at tourist spots to promote Jammu delicacy
 Enter new markets like Delhi, Punjab, Haryana, other northern states to increase market
share
 Emphasis on online orders as well as social media promotions
 Expand product portfolio by introducing gluten-free food items to target health conscious
consumers