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Sauce MKT India Details
Sauce MKT India Details
Sauce MKT India Details
BY:
Harshita Kheria
Prabina Chettri
Rajat Malakar
Sunil
Manchandia
AGENDA
Ketchup industry in India
Major brands in the product category
Skew in the brand presence
Segmentation of the consumer market
Institutions that constitute ketchup market
Segmentation chosen for brand positioning
Brand positioning
SWOT Analysis- NESTLE
New brand launch
Reasons & justification for this launch
Market survey
Building the brand
SEGMENTATION OF THE
CONSUMER MARKET
SEGMENTION BASE
TYPES
National
International
Regular tomato
sauce
Chilli
Maggi, Heinz
Sweet
Fast food
Maggi, Heinz
Healthful food
Heinz, Kissan
Geographic
Taste preference
BRANDS
Eating habits
SPECIFIC BRANDS
Food chains
Hotels &
Restaurants
Airlines
Railways
Kissan
Colleges
Kissan
Corporate kitchens
Prisons
N
A
T
I
O
N
A
L
BRAND
POSITIONING
Maggi
(Nestle)
Kissan
Heinz
Delmonte
Tops
Cremica
Natures Best
(Dabur Foods)
Tag Line : N.A
Positioning : Quality product at economic price
Product Range : Regular tomato ketchup
Price Segment : Mid priced Rs.60 (1kg)
Target Group : Institutional Market (hotels,
airlines,
caterers, hospitals)
Promotion : No promotion
SKU : Bottle- 1kg
Strengths
Established Family Brand
Good customer relationship
Diversified product variants
Strong and wide range of
distribution
channel
Research and Development
division in
India
Opportunities
Weaknesses
Threats
Price war with competitors
like Hienz India, HUL, etc.
Strong presence of regional
competitors
Increasing price of raw
materials
REASONS
homemade chutney
Increasing number of working youth creates more
demand for
readymade chutney
Increasing price of raw materials is a threat to Nestle
and dhania is
priced very low
JUSTIFICATION readymade
food/chutney
Convenient for housewives
MARKET SURVEY
Q1. Do you like dhania chutney?
Rs 15 Rs 20
Effortlessly tasty...