PILLSBURY

INDIA
Academic Group A2

Natansha Sahgal PGP-23-110

Divya Hegde PGPBM-23-070
Aryan Khurana PGPBM-23-067
Vishnu Mundhra PGP-23-077
Yash Vardhan Verma PGP-23-078
Kashish Khemka PGP-23-190
 PILLSBURY INDIA
Strategy so far.. Target group market share
1996: Establishing presence Urban and semi-urban middle to upper-
middle-class families, particularly branded bakery
Introduced the Chakki Fresh Atta, a staple diet
for North Indians evading the hassle of getting
homemakers and busy professionals aged
25-45, who prioritize quality, convenience,
8% atta
67% premixes

the atta made in chakki and health in their cooking and baking
2000's: Expanding product line
Entered the space of Ready to Cook cake mixes,
Dosa & Idli Batter space(to reach the Southern
India market)
Introduced multi grain atta; emphasized on the
joy of cooking at home

2010's: Strengthening market position

Entered e commerce space, tied up with
positioning
Pillsbury India positions itself as a trusted
Amazon, Big Basket etc and revamped website brand offering high-quality, convenient,
Digital campaigns: #GiftKoPersonalBanao & ads and health-conscious cooking and baking
with slogans like"Aaj ke Bacche, Aaj ka Poshan" solutions for busy families and modern
homemakers. brand perception
2020's: consolidation & Growth
Opens second manufacturing plant in Nashik,
enters space of gluten free options
Digital Marketing through campaigns like
#ChristmasBakedEasy
Quality convenience family
reliable
friendly
 market trends and
opportunities
Key Market Drivers SEGMENTAL INSIGHTS

Busy Lifestyles and Ease of Use

Changing Lifestyle and Urbanization
Controlled Ingredients
Increasing Globalization and Cross Culture
Awareness Traditional Preferences

Post Pandemic effect PILLSBURY OFFERS

Ready-to-Make Mixes
Regional and Specialty Flavors
2025-
Baking Ingredients
Forecast period
2029
Fusion Desserts desires TO
USD
URBAN HOUSEHOLDS AND MILLENIALS
MARKET SIZE 438,67 Premium and Gourmet Options
MN
THROUGH
Increasing demand for convenience Pillsbury products are widely available in
CAGR 14.3%
supermarkets, hypermarkets, and local grocery
Increasing adoption of E-commerce stores, ensuring broad market and has a
FASTEST
desert
GROWING
mix
significant presence on e-commerce platforms.
SEGMENT Cultural and Festivities

Gap in the Market: While there are
local brands offering ready-to-
make Indian sweets, Pillsbury’s
entry into this segment with its
strong brand equity and quality
assurance can provide
competitive edge.
PILLSBURY goes desi
READY TO MAKE INDIAN SWEETS
Jalebi and Mysore Pak
Sweet tooth of Indian Consumers and their desire for hassle free desert options.
Solution to those who do not possess advance culinary or baking skills.
What does he think
I love Indian desert, and I miss the home-made sweets
What does he see?
What does he Feel
The process of making sweets at
I miss the feeling of homemade home is very time consuming.
sweets. When I travel abroad, I miss
and crave Indian Desert
Urban
a Professionals
and Working
Couples:
What does he say and do?
I go and buy and sweets from outside
Or I wait for my mother or mother-in-law to send me
home made sweets
Competitive landscape & Strategy
Size Product lines Strengths Strategies to be adopted

Known for its quality and

GULAB JAMUN MIX wide range of traditional Since Pillsbury is entering a new
Rs. 980 cr PAYASAM MIX sweet mixes, MTR has a
strong presence in both urban market, it will qualify as a market
and rural markets. challenger.

Following are the suitable

The brand has been expanding
Rs. 8000 cr GULAB JAMUN MIX its portfolio to include ready-to- strategies that Pillsbury could
make sweet mixes, benefiting adopt:
from ITC's robust distribution
and marketing strategies.
Bypass: Most competitors have
GULAB JAMUN MIX Gits is a well-established
scarce offerings, so diversifying
RABDI MIX brand, known for its instant can tap white spaces.
Rs. 300 cr BASUNDI mixes and ready-to-eat
products. It has a loyal Encirclement: Pillsbury‘s global
JALEBI customer base and a
KHEER reputation for consistent scale allows it to leverageits
quality. resources and launch attacks on
all fronts including marketing,
GULAB JAMUN MIX NA distribution, R&D, etc.
NA
MILKMAID
RASGULLA MIX
price points and skus Since all 3 top competitors have Gulab Jamun in their product
line, it has been taken as the base for deciding Pillsbury’s
In the product line of Ready-To-Make Indian Sweets, we have price points -
chosen Jalebi and Mysore Pak as our starting line. Following
are the SKUs and the respective price points that we think SKu’s Prices price/gm
Competition
Pillsbury should adopt: available (in rs) (in rs/gm)

Price/gm 175 gm 145 0.83

Variant SKU’s Price (in Rs)
(in rs/gm)
MTR 500 gm 220 0.44
200 gm 180 0.90
Jalebi 1 KG 370 0.37
500 gm 320 0.75
160 gm 145 0.91

Mysore Pak 100 gm 150 1.50 Aashirvaad 200 gm 165 0.83

Rationale: Here, competitive pricing has been adopted, along 500 gm 250 0.50
with taking into consideration market prices of the two sweets.
Assumptions: 200 gm 115 0.58
A 100 gm packet of jalebi mix will yield 10 pieces of jalebi.
A 100 gm packet of mysore pak mix will make 25 pieces. gits 500 gm 235 0.47

1 kg 410 0.41
https://www.gitsfood.com/product/gulab-jamun/
https://shop.mtrfoods.com/collections/mtr-dessert-mixes
https://aashirvaad.com/our-products/instant-mixes/instant-gulab-jamun-mix.html
Revenue estimates The new market share, and the subsequent revenue was calculated
using the fair share draw method.
Key Assumptions:
competition category market share (20%)
1. Percent-figures for category revenues were assumed according
to company size and number of product lines.
mtr 20
2. It is assumed that Pillsbury will capture 15% of the category by
sales and rake in 5% through new customers.
aashirvaad 33 3. FY22 and FY23 figures are taken, wherever used.

gits 25
new category revenue (in new category
Competitor
rs million) market share (%)
others 22

mtr 416.5 16
Assumptions:
For simplicity of calculations, the top four aashirvaad 680.0 27
competitors were taken. The rest of the market
was found to be fragmented, with no clear gits 510.0 20
distinctions between ready-to-make, ready-to-
eat, and substrate products. others 459.0 18
The category revenues were calculated were
calculated as a % of the total annual revenue. pillsbury 486.0 19
Fair share draw was used to calculate future
market share.
First Year Revenue Projection: INR 486 million
 enhancing experience
Meta MASTER Kitchen
Make Pillsbury dishes right from scratch
1 and compete with your friends in
Decentraland. Win gift hampers from
Pillsbury.

Virtual Workshops
2 Host workshops in the Metaverse where
experts talk about new dishes, secret
recipes and baking techniques

AI for products
3 Extensive use of AI and big data to
understand and develop different
products which our consumers will like.
 sales promotion plan
Pack Size June July August September October November December January February March April May

On Pack (Trial pack On Pack (Trial pack Trade

Trade Allowance 10% off 500 Trade Allowance
30gm)+ Trade 30gm)+ Trade Allowance 5% 200gm
(4.7%) gm (4.7%)
Allowance (4.7%) Allowance (4.7%) (4.7%)

200mg 0.9 35 35 8 0 8 9 8 103

Total
328125 328125 0 75000 0 0 0 75000 84375 0 0 75000 965625
Budget
Trade Allowance Trade Trade Allowance
Trade Allowance (4%)
(4%) Allowance (4%) (4%)

500mg 0.75 34.5 34.5 12 32 12 0 12 137

Total
181934 181934 0 63281 0 168750 0 63281 0 0 0 63281 722461
Budget

Total Budget ₹ 16,88,085.94

Annual Sales 48,60,00,000

assumptions:
Monthly Sales 40500000
1. all sales is uniformly distributed over months
200 gm units sold/month 9375
2. sales revenue is equally distributed between the two sizes

500 gm units
5273.4375
sold/month
 Appendix

Complete revenue estimate breakdown

Appendix