bongully roshogulla

8/7/2019 Bongully Roshogulla

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Our Product

Made of whole milk .

Contains pro-biotic

culture

Mellow in mouth-feel.

Flavoured with rose

petal extract.

Contains whey proteinpowder which make it

more nutritious



Market Research

Objective - To develop a basic knowledge of the consumer

demand of sweet products and healthy food stuff in Anand

district.

Research Plan

Collection of Data, both

primary andsecondary

Analysis of data recovered

Decisionsbased on the

analysis



Research Findings

Estimated population:

� 163598 (2011)

� 180586 (2016)

� 196884 (2021)

Consumer behaviour related to product attributes

7.55% 3.77%

1.89%

37.74%

49.06%

0.00%16.98%

7.55%

64.15%

11.32% Calorie Content (Health

value)

Occasion

Price

For Self Consumption As gifts or offerings



Research Findings continued

Nuclear Family System

Increasing number of people becoming healthconscious

Bulk purchase and elongated period of

consumption

Emotional value traditional and cultural identity



Research Findings continued

Large number of players in food industry both

local and multinational

Increasing share of students in population

Market Needs

� Affordable canned sweets.

� Packaged Roshogulla withholding the international

food standards for NRI customers.� Value for money in terms of good taste and quality



Market Segmentation - Behavioral

Behavioralsegment

Prefer Sweet

People whoconsume sweets

atleast once aweek

People whoconsume sweets

once in 2-3weeks

Do not prefersweet

Criteria Percentage

of criteria

in sample

survey

Projected

overall

population

fitting

criteria

(2011)

People who

consume

sweet once

in a week

58.09% 95034

People who

consume

sweet once

in 2-3 weeks

41.91% 68563



Market Segmentation - Psychographic

PsychographicSegmentation

Health consciousconsumer

Prefer theProbiotic culturepresence in the

Roshogulla

Be indifferent toProbiotic culture

presence

Healthindifferent consumer



Marget Segmentation - Geographic

Geographical

Segmentation

Urban Area Rural Area



Market Segmentation - Demographic

Age : 15-60years

Income level : 1. Upper Class

2. Upper Middle Class

3. Middle Class

4. Lower Middle Class

5. Lower Class



Targeting

People who prefer Sweet

Health conscious upper, upper middle and

middle class people with a liking towards

sweets.

People living in Anand town and Vidya Nagar

rural area.

People from the age groups of 15 to 60 years NRIs

Youngster 'cool and trendy



Positioning

Point of parity: Quality of Bongully Roshogulla is

equivalent to canned sweets of Haldiram and AMUL. The

packaging and hygienic conditions of production are all

ISO certified, as with the case with any competitor.

Point of difference: Our product has pro-biotic culture

which makes it superior from available product in the

market. This not only adds value to the composition of the

product but also increases the emotional benefits which

the consumers derive from having our product.



Competitor

Local sweet producer

Local canned sweet

producers of Kambhat, Vadodara,Surat

Haldiram Sweets

Amuls Gulab Jaamun



Demand Estimation

Basis of demand estimation

(a) Total sales of Sweets.

(b) Total sales of Probiotic Lassi.

Total sales = ((Gulab Jaamun sales+ Roshogulla

sales)/2)*5=15.75 Tons/Month.

Thus the total sales come out to be 15.75MT/month

Total Pro-biotic sales =1000 glasses/day.

Consumers of Lassi are subset of consumers of Sweets.

Total potential market= 189 MT/Year.



SWOT ANALYSIS

STRENGTHS WEAKNESS

�Product quality

�Value for money

�

Hygienic product �High shelf life

�Pro-biotic Culture

�Prefer fresh sweets over the

canned

�

Stick to the traditional GujaratiSweets

�People are unaware of the pro-

biotic culture

OPPORTUNITIES THREAT�Increase in income.

�Increase in quality and hygiene

concern.

�

Unavailability of qualityRosho ulla.

�Tag of Medicinal Roshogulla .

�With the advent of untapped

market, it may happen that a

major player may get into themarket .



Competitive Force

Threat of intense segment rivalry - Low

Threat of new entrant - High

Threat of substitute product - High

Threat of buyers growing bargaining power - Low

Threat of suppliers growing bargaining power -Low



ANKIT SAXENA

JYOTSANA

PIYUSH SINGH

SUMIT SAHA

TEJAS SUHASMULEY

Thank you

bongully roshogulla

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