4700bc popcorn modern trade launch strategy

4700BC Popcorn

Launch Plan for Modern Trade Channel Mumbai

1. About the Industry

2. Competition Watch

3. Targeting

4. Positioning in Modern Trade

5. SWOT Analysis

6. Launching Gourmet Popcorn in Modern Trade 1. Snippets of launching a product in Modern Trade

2. Role Matrix for Modern Trade Operations

3. Targeting top 5 chains

7. Key Account Manager in Action

8. In-Store Marketing Action Plan 1. Product & Price

2. Place

3. Promotion

9. Off-Store Activities

10. Public Relations

Growth It has become a 2000+ crore industry in 2015 growing at a CAGR of 10.3%

Reach Metro cities and Tier 1 cities are major drivers of this industry

Spending The out of home spending in 2015 accounted to Rs. 1440 crore whereas the in-home spending

was around Rs. 550 crore.

Untapped Growth Annual spends on items like fast food increase by 108% in tier-II & III cities reaching Rs.5,000

p.m.

Future Popcorn industry is estimated to grow at around 15% CAGR for upcoming years

Source: RNCOS

1235 1420

1675

2034

2012 2013 2014 2015

0

500

1000

1500

2000

2500

In-Home

Consumption

25%

Out-of-

Home

Consumption

75%

Some of the Competitors Act II, The Crunch Box, Planet popcorn, Cornella (Venagro), Borges, Banaco, etc.

Do-It-Yourself ordering Online ordering is available at almost every brand’s website.

Affiliates The Crunch Box, Act II, Planet Popcorn have good presence over e-tailors like amazon, flipkart,

etc.

Targeting Planet Popcorn and The Crunch Box offer special packages for corporates and gifts whereas the

later has offline presence also in Delhi NCR malls.

Next level of Marketing Competitors are targeting modern trade channel to spread arms in other cities.

Behavioral

Usage Rate: Low, Medium, High

User Status: Non-users, first-time

users, and regular users

Loyalty Status: Soft Core Loyal and

Switcher

Geographic

Metros & Tier-1

Starting with Delhi/NCR and

Mumbai

Psychographic

Socio-Economic Class – A1, A2, B1,

Urban

Demographics

Age Group: All

Sex: Male/Female

Message

Popcorns with Innovation

Why Gourmet Popcorn of 4700 BC Popcorn?

Brand and Facility Focus

• Less awareness about Gourmet Popcorns

• Growing Popcorn Industry

• Modern Trade Channel

• Introduce more variety

• Increased Maize cultivation in India

• Untapped population in metros

The Sell

• Complete Idea

• Marketing

• Accreditations

• Non-competitive

with their own brand

The Logistics

• Distribution

• Over-trading risk

The Contact

• Target the right

buyer

• Face-to-face

interactions

• Demos

The Contract

• Trial

• Shelf-Space

• Price

• Exclusivity

Function Owner Objective Process

Annual Contract Key Account Manager Maximize return on investment

Contract should cover all expected investment like rebates,

rentals, activities, POS info, listing, etc.

It will give us a clear picture and help us to act accordingly

to increase ROI.

Sales Key Account Manager

Assign targets to Sales team and

create best conditions to achieve

them

Design sales report format and implement by IT. Monitor

daily sales with the sales team and react to the fall with

the help of marketing team. Design a fair incentive

program to boost the motivation of team members.

Marketing Marketing Manager &

Key Account Manager

To ensure brand and product

visibility to support sales function

Design and execute a marketing plan to support sales

function keeping in mind the allocated budget. Ensure

coordination with sales team when reacting to changes in

sales. Track competition activities.

Finance Finance team member

Maintaining account file, account

statement, collection of cheques,

clear discrepancies

KAM support the finance team in clearing the

discrepancies, cheques will be collected by the sales team

and deposited to finance team member. Kam to stop

supply in case of outstanding payments

Distribution,

Logistics and

Return

Management

Distribution Supervisor &

Key Account Manager

To minimize smooth and timely

delivery, minimize damage to

goods by proper handling

KAM should work with accounts to for a delivery plan to

reduce our logistics cost. In case of return, coordinate with

distribution supervisor and minimize damage to goods

and hassle-free returns.

Industry : Retailing

Headquarters : Mumbai

No. of Outlets in Mumbai

6




10




3




14




12

First point of contact between 4700BC Popcorn and Retailer

Write contract and channel management plan with business terms favorable for 4700BC Popcorn

Must ensure that objectives of both parties are met with a win-win relationship.

Product and Sales management like targets, margins, forecast, availability, listing, etc.

Monitoring customer service levels in close relation with category manager

Consistent Business Review Process to ensure achievements of targets and commitments

Manage the sales team and design an effective incentive scheme

Set up standard Operating Procedures to service Key Accounts

Manage overall profitability of the account.

Product Price

Place Promotion

Product & Price (use of POP / POS)

Place (Shop-in-shop)

Promotion (BTL Activation & Branding)

Tie-Up with FM channels / Food Magazines Offer discounts coupons through various channels.

Barter / Semi Barter with Gyms / Salon Nearby Gyms / Salons can be used for promotion through contests

Sponsorships Various Events happening in Mumbai can be sponsored for more visibility and awareness

Pamphlet Advertising in offices and homes It might seems conventional but still very effective.

Market Survey Helps to build an image that the company is concerned about customer’s voice

Nancy

Rush Catapult Systems

Competencies include:

Gold Business Intelligence

Gold Virtualization

Marketing Redefined…

Public Relations

http://www.glocaledge.com/

Building

Public Relations

4700bc popcorn modern trade launch strategy

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