Ready-to-eat Paranthas by Kissan

Case Solution

By Team Xceed :
Safi Ahmed Siddiqui – UM20047
Sai Shrey Sukla – UM20052
Priya Sharma – UM20282
 TARGET GROUP(S) OPPORTUNITY SIZING

Considering our target group which stands at 1.8mn

Early Jobbers, Working Parents, Bachelors/Spinsters Opportunity size households. Assuming 1% of conversion rate and an average of
(Rs. Cr/yr) weekly 1.7 units of sale to a household. The weekly
(1,57,52,88,000) opportunity is calculated to be Rs.168 per person. Hence for
0.18 mn for 52 weeks it is calculated to be Rs. 15 Bn
Describe the TG(s) you deem most relevant for a Ready to Eat offering, and why you think so
What is the size of the opportunity for this mix? Briefly describe how you have arrived at it.
CRAFTING THE MIX
MIX DEPLOYMENT
For the fast paced indians going down on the most
INSIGHT important meal-Breakfast, here is a one stop solution-
Ready to eat frozen Parantha
• Digital Marketing campaigns and
Investment advertisement
PRODUCT Ready-to-eat Frozen Paranthas – in 5 variants: Just Heat and (Rs.10,20,500) • Print Media : Local Newspapers and
eat, with complimentary Kissan ketchup sachets Time to 1cr Billboards
( 6 months) • Kiosk center at malls,college and
PROPOSITION Healthy consumption with lesser preparation time. supermarkets, tie up with corporate office.

Kissan - Innovation is the main approach in the case of You need to hit a revenue of 1cr – how much investment do you need? List 3 activities you will spend
BRAND this on and why? How quickly can you hit the 1cr target?
Kissan

99/- pack of 4 
PRICE
239/- pack of 12

Briefly describe the marketing mix – starting from the underlying consumer insight, put down a consumer-
facing description of the product and proposition. Which HUL brand would you launch it under and why?
How would you price it? Explain in no more than one line each.
 INTRODUCTION SWOT ANALYSIS

We at Kissan believes that the journey towards a bright

tomorrow starts with enjoying today.

So, to fulfil every consumers’ taste buds, we are introducing S W

ready-to-eat frozen paranthas in 5 variants – • Strong Brand Name • Less shelf life.
• Plain Parantha
• Methi Parantha
• Ajwain Parantha
• Multi-grain Parantha
• Besan Parantha
O T
No pre-cooking ingredients needed nor prior cooking
• Different SKU should • Rising competition in
knowledge. be enabled packaged food

Just heat and eat

 Porter’s Five Force Analysis Target Groups and their features

Working Parents
Threat of Substitutes • Time Pressed
is Moderate
-availability of  other breakfast
• Modernists
options like cereals and oats • Out of home / Travellers
• Occupy a great percentage of population

Early Jobbers
• Time Pressed
Supplier Bargaining Power- Industry Rivalry Bargaining Power of • Skips Breakfast
Low to Moderate Buyer is high
-Change in supplier's
is high • Convenience seekers
-growing market -low switching cost
production level leads to • Travellers
-availability of
significant but limited change -low switching competitors in the
in availability of raw materials cost market  Bachelors
• Convenience Seeker
• Zero or less cooking knowledge
• Health conscious
Threat of New Entrants is
moderate to high
-rising popularity of ready to Total forms 1.8 Million households of City X
eat frozen food
-high cost of brand
development
 Customer Insights and their Preferences Gender Competitors Analysis

29%
Preferences Haldiram’s
• Multiple Variants
71% • Available in pack of 4and 16
Flavours/Variants
• Priced at Rs.125
Eager to try something new
Gender Male Female
Healthy Maybe Miraj
40%
Easy to consume Yes • Less flavours
49% • Available in pack of 16
Time- saving
• Priced at Rs 356
0% 5% 10% 15% 20% 25% 30% 35% 40%
No Malabar
12%
Opinion on Buying the product • New entry
• Less known
• Priced at Rs 156
3 45
2%
2%
10%
1
2 52%
The following analysis is based 33%
on a sample data of size 100
users.

1 2 3 4 5 6 7
Frequency of buying the product in a week
 Promotional activities

Activities
Digital Campaigns via Social Media

Most of us lead hectic, fast-paced lives and Billboards

• Size : 10x15 ft
• Cost per unit : Rs. 40,000 per board
rush our meals. But eating quickly does no
favor. #aaramsekhana

Set aside more time to eat, prepare your Local Newspaper

• Size :30x45 cm
• Cost per unit : Rs. 400 per sq cm.
meal in less than 10 minutes and Binge on!
#aaramsekhana

Digital Marketing
Investement for a year Social Media campaigns
Campaign & Digital ads
Influencer Influencer Marketing
Facebook • Estimated cost : 500,00 Keeping external factor Marketing
Youtube • Estimated cost : 1,000,00 such as new entry,
engaging audience and
Instagram • Estimated cost : 500,00
retaining customers in • Office
Print Media • Estimated cost : 4,20,500 mind, • Colleges
Kiosk Centers • Estimated cost : 4,000,00 We can approximately Kiosk centres • Malls
reach 1 cr of revenue in •
Total • Estimated cost : 10,20,500 Airports
6 months.
Thank You