Lijjat pasta

Godfrey Carvalho
Nishtha Jain
Nidhi Singh
Punit Singh
Company overview
Shri Mahila Griha Udyog Lijjat Papad was started in 1959 with 7 lady members
with a borrowed sum of Rs. 80/- at Girgaum in Mumbai.

Lijjat, is an Indian women's cooperative involved in manufacturing of various fast
moving consumer goods.

The objective of the Institution is to provide employment to the ladies to enable
them to earn decent and dignified livelihood.

The organisation is wide-spread, with it's Central Office at Mumbai and it's 81
Branches and 27 Divisions in different states all over India.




Product
Lijjat Papad
Lijjat Appalam
Lijjat traditional
masala
Lijjat Jeera
papad
Lijjat Chapati Lijjat Atta
Sasa Detergent
Powder
Sasa Liquid
powder
Lijjat Ready mix
Masala
Pasta Industry in India
The market for pasta in India increased at a compound annual growth rate of
16.3% between 2008 and 2013.

The dried pasta category led the pasta market in India, accounting for a share of
99%.

Leading players in Indian pasta market include Nestle S.A., Nissan Food Products
Co Ltd and ITC.


http://www.managementparadise.com/balajiv.ganesh/documents/6491/itc-sunfeast-pasta-strategy/

Strength
> Companys Legacy since 1959.
> Utilization of grains like wheat, bajra,
jawari etc to maintain the quality of the
product.



Weakness
> Breaking the clutter and building a new
perception about the Pasta category.








Opportunities
> Lizzat company is into FMCG market,
with its recognised brand Lizzat Papad, so
they have an opportunity to spread their
wings in Pasta segment as well.





Threats
> Sunfeast Pasta by ITC
> Maggi Pasta by Nestle
> Knorr Pasta by Unilever
> Price wars with other Pasta brand





SWOT
Insight

Another variable that is contributing to market growth is an increase in the number of
hours our demographic is working. Over the last five years the number of hours
spent at work has significantly increased. As the number of work hours increases,
there is a high correlation of people that eat out at restaurants. This is intuitively
explained by the fact that with a limited number of hours available each day,
people have less time to prepare their meals and eating out is one way to
maximize their time






Source - http://www.scribd.com/doc/4872736/Pasta-restaurant-marketing-plan


STP
Segmenting
Geographically Mumbai
People looking for healthy snack on the go and compact and light enough
pack to carry. Call centre people can also lead a healthy life. (Package like
maggi cuppa noodles) just to add hot water.
Targeting
Young school going children from age 10 to working professionals till age
of 40
Positioning
Pasta is easy to digest and good for stomach and health since it is made
up of atta, nachini atta, or jawari bajra.
Product Description
Instant health food.
Open to experiment and develop different kind of cuisines for the changing
lifestyle.
Research also indicates that women are aware of pasta but are not familiar with
its cooking process as they find it tedious so with Lijjat Pasta, there will be one
booklet in which there will be 5 different recipes which can me cooked.
3 flavours- wheat , tomatoe, and Chilli whose price for small packs would be Rs.8
and medium size pack would be 16 and large pack would be Rs.32.
The package will be in different primary colours maintaining the Lijjat brand on
the pack.
This brand shall be launched only in Mumbai and key centres across India
depending on the response we get in Mumbai.

LOGO
Tasty Nashta, Healthy Pasta
Logo-Colour and Font Description
Logo Colour Blue
It symbolizes trust, loyalty, wisdom, confidence, intelligence and faith



Logo Colour
Yellow is often associated with food.
Yellow produces a warming effect, arouses cheerfulness, stimulates
mental activity, and generates muscle energy.

Pasta Font - Hobo Std (San Serif)
Black bowl - gives the feeling of perspective and depth
Tagline Tasty Nashta, Healthy Pasta
Font Calibri (San Serif )
Tasty Nashta, Healthy Pasta
Packaging
Launch Strategy
Free sampling with Lijjat papad packet.

Free sampling distribution at the exit gate of cash counter in malls & Dmart.

Lijjat cuppa pasta will be distributed outside call centres in the night.




Thank You