Lets Take Care for You

Presented By
X
Y
Z
A
CONTENTS
 Ideating & Conceptualizing the “Need”
 Product & Market Identification
 Current Market Analysis
 Marketing Plan / Strategy for Launch
 Our Product
 The STP
 Communications – IMC
 Sales Strategy

 Summary - Learning's
THE “AEDI” !!!
Some Unanswered ??? What to do???????

 Am I gaining weight?  I need to work out but I don’t have time.

 Am I into too Much of Junk?  There is no place which serves you healthy food.
 This food is too Oily !!!  No time to get good food cooked.
 How do I take care of myself & my family’s  The health food is not all tasty
health?  I an busy with my work & I don’t get to follow up
 ………. with my families eating habit
 ……….  .....................

I “Need” to live “Healthy”!!!

I “Need” to “Eat Healthy”!!!
PRODUCT & MARKET IDENTIFICATION
Lets Take Care for You

Solution
& The NEED
Product

Lets Take Care for You

Ready to Eat “Tasty” Health Meals/ Combo Meals

Social & Demographic Changes

 Increasing income levels
 Concern for Healthy Living
 Increased awareness levels
THE  Growing no. of Nuclear families
MARKET
 Increasing in working women mass
 Increasing Spend towards healthcare
 ……………..
• All Health Conscious
• All who want to but cannot take
WHO care
• Healthy Lifestyle
• Office Goers / bachelors with no Time
• Double Income Families
• Mother packing Kids Lunch Boxes
WHOM • Relatively Unhealthy mass
• Relatively Healthy Mass
THE PRODUCT
“A very Healthy & Tasty Ready to Eat product
DEFINITION which takes care of your Health & Time Concerns”
Lets Take Care for You

 Product Development Balanced Diet – All that

 Key focus area – QUALITY, your Body needs
QUALITY, QUALITY
 Stringent Quality Tests
 For End Product
Chole Bhature with
 Ingredients
&75% less Fat
 Strategic Tie ups for Raw Material Sourcing
 International Standards
Maintenance and Accreditations Chicken Curry meal with
Zero OIL
 .Maximum spend on Research and
Development
 “The Taste should be good” & Roti with Vitamin
“Variety as per generic palette” Suppliments

International
Certifications & R&D
THE PRODUCT Utility Innovation Convenient &
CAREFUL Packaging Lets Take Care for You
 Product Packaging
 Protect the Ingredients – NO
CONTAMINATION
 Project Quality & Good Brand Image
 Increase shelf Life e C ar e for
Lets Tak
You
 Assist in Distribution

 Pricing – Rs 50 Onwards
 Product - daily alternative
 Marginal Premium only

 Pricing to include Raw Material and

Conversion Packaging, Distribution & a Balance Pricing
normal Margin only
a KEY
 Profits in medium & Long Run
 Reduction in Avg. Costs – economies of Scale
 Products Extensions to Premium Segment
 New Markets 7 Geographies

Price Competition a Strict NO NO – “Cheap is Profits a

Bad In QUALITY” Certainty
MARKET ANALYSIS – RTE MARKET
INDIA
Lets Take Care for You
 Total Indian Food market – Rs 5000 Billion
 Total RTE food Market – Rs 1.5 Billion (0.03%)
 CAGR for last 5 Years - 15%
 The Current PIE is small. A small Base guarantees High
growth rates in future.

 Drivers for RTE growth

 Rapid demographic shifts in income
 Urbanization & urban working women.
 Increasing Nuclear Families
 Cold chain development
 Economies of scale on the supply side
 Diminishing culinary skills
 The need for convenience & time constraint

 Future Expected Roadblocks

 “Fresh” still is important in India.
 Home Cooked food “Perceived” as healthy & Socio-
Cultural reasons (Indian Housewives)
 Affordability
MARKET ANALYSIS – HEALTH & INDIA
Lets Take Care for You
 The Growing Concern and Awareness about health
 Increase in medical spend
 Increase in insurance spend
 Success of Health meals – Oatmeals, Corn Flakes (Kellogs
2K Challenge) etc

 The Rapid Growth in Different Types of health related

activities
 Rapid growth in other wellness facilities – Medical Tourism
 Go Slim Chains - VLCC etc
 Growth of Indian Pharma Cos – Ranbaxy, Reddy’s,
 Major Global Players increased focus on Indian Market –
Japanese – Daichi, etc etc

 Some Unhealthy concerns for India & Indian Families

 Increase in Life Style diseases – Blood Pressure,
Sugar etc
 Increase weight related diseases
MARKET ANALYSIS – RTE MARKET
INDIA
Competition The Healthyou
Lets Take Care for You

• MTR
Not Limited to • Kohinoor Foods Market
• ITC
RTE Players Only Local • Haldiram
• Tasty Bites
RTE
Players

RTE

Restaurants
Hotels Other
Health Health
Fast Food
Chains , Home
Foods Food,
Delivery
Lets Take Care for You Corn
Eateries Flakes,
RTE Lets Take Care for You Oat Meal

Dabbawala’s Lunch
Lucnh Delivery Deliverie
Office s
Canteens

Healthyou – A New market to be created by cutting across other unique established market
MARKETING PLAN & STRATEGY
Lets Take Care for You

• Product Development • Segmentation

• Key Attribute • Targeting
• Long term Value • Positioning

STP
The Product
Strategy -
Marketing

Lets Take Care for You

Sales &
ns
Distribution
Communicatio

• The Core Value to be Communicated •\

• Selection of Proper Channel
• Long Term Brand Building • Sales and distribution planning
• After Sales Services
THE MARKETING PLAN
SEGMENTATION
Segment with Dietary
Concerns
Young Bachelors (Working
+ Students) staying away
from home.
Working Women Families
Institutional Catering Setup
with Employee / Customer
Health Welfare Concerns
TARGETING POSITIONINGLets Take Care for You
Tasty Dietary Alternative
which Heals you and takes
care of you from within
Complete Solution to your
Targeting across
Segments with a health needs (Tinge of
Medicinal Qualities)
combination of
communication activities
( In the next Slide) Normal (Value for Money)
& Premium (Lifestyle
Requirements)
COMMUNICATIONS
CORE VALUE: Lets Take Care for YOU – HEALTH “Y “ OU Lets Take Care for You

Feedback 7
Awareness Interest Desire Action Continuous
Learning

•Through – •Free Sample •XXXXXXXXX •XXXXX

Print, FM Radio, •Direct Selling XXXXXXX
TV. •Medical
•Awareness Councelling
towards healthy •Somes
eating habits & More…………
repercussions …….
•Office &
Institutions –
reduction In
health
expenditure by
Firm
THANKYOU
SALES AND DISTRIBUTION
CORE VALUE: Very Close to You – Whenever & Wherever you seek for
Franc Lets Take Care for You
hisees

Retail Cafet
Chains erias
Sales and distribution

Kiosk Direct
s sales

 Sales, support and service training

 Quality & Customer Satisfaction is Primary
 Logistics planning
 Shelf Life Low – Logistics Key to reduce Wastage