Professional Documents
Culture Documents
AHA Effect
AHA Effect
CASE STUDY
CASE ABOUT
Akbar Iqbals terms for joining as country head of Tomaiki Foods: Look at India as an opportunity to grow a category Look at the bottom of the pyramid Not transfer products from its existing portfolio Create an AHA effect
5-FORCES MODEL
Substitutes
Unorganized sector
Buyers
Huge market at the Bottom of the pyramid Growing rural market Smaller towns
suppliers
PROBLEMS?
MNCs & large Indian companies not looking at the prospects Risk averse Merely looking at adapting existing products Not taking the effort to understand the consumer Inadequate Marketing Research techniques to understand the consumer Consumer resistance to change to learn how to adopt new kitchen appliances No serious attempts to develop appropriate technologies
ISSUES?
Offer Indian consumers something to create an AHA effect Made for India strategy
OT
SW OT
LAGS NOS. (B.O.P.) FEW BRANDS LOW PENETRATION OF EXISTING ONES LOW PURCHASING POWER TIME NO CONSTRAINT COMPETITION SMEs LACK OF INFRASTRUCTURE
TOWS
SW OT GLOBAL BRANDS HUGE RESOURCES PROFESSIONALISM MINDSET OF MNCs INAPPROPRIATE MR THINK SMALL
SO
SW OT GLOBAL BRANDS HUGE RESOURCES PROFESSIONALISM MINDSET OF MNCs INAPPROPRIATE MR THINK SMALL
OW
SW OT GLOBAL BRANDS HUGE RESOURCES PROFESSIONALISM MINDSET OF MNCs INAPPROPRIATE MR THINK SMALL
ST
SW OT GLOBAL BRANDS HUGE RESOURCES PROFESSIONALISM MINDSET OF MNCs INAPPROPRIATE MR THINK SMALL
WT
SW OT GLOBAL BRANDS HUGE RESOURCES PROFESSIONALISM MINDSET OF MNCs INAPPROPRIATE MR THINK SMALL
TOMAIKIS STRENGTH
Global brands Resources:
Capital R&D
Professional competence:
Experience in other markets NPD competence
IMPLICATIONS
Risk taking ability Backed by:
Resources Knowledge Innovative skills Experience across markets
SO
Capitalize on the huge potential at the Bottom of the Pyramid thru NPD Educate consumers to use existing cooking devices & products
THUS
Markets Small towns Rural Opportunities
Demo & education to encourage -Usage of modern cooking appliances -Adapting recipes --ingredients for cooking New recipes Developing RTCs Ingredients for cooking
FINDINGS: GALLOP
Mothers pestered by their children seeking: 1. Taste 2. Variety 3. Convenience 4. Creativity
SUCCESS STORIES
Maggi noodles, Fryums MDH, Everest masalas, pastes
Not ready to eat foods, which even today has very little acceptance
TOMAIKIS SCAs
Pre-emptive move Differentiation Building brand Resonance
ORGANIZATION
New people will have to be recruited Structure will initially be entrepreneurial But we will have to plan for a quick transition to Stage II organization structure, moment the first product gets launched
STAFFING
Initially we need a strong conceptual task force When product is identified & company is in a position to launch, we need to go in for a functional structure, hence manpower has to suit the requirement of:
Functional organization Skunk works for NPD