marketing ppt revised
TRANSCRIPT
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Marketing Planning ProjectITC’s Aashirvaad Atta
Prakhar Dadhich (10P158)Rahul Kumar (10P162) Sandeep Mohanty (10P168) Sharad Deep (10P170) Sumitra Sridharan (10P175) Vineet Singh (10P180)
Submitted ByGroup 7, Section C
Submitted toDr. Avinash KapoorMDI Gurgaon
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Introduction
Indian Packaged Food Market
Estimated to be US$ 10 million
Expected to reach US$ 20 million by the
year 2014
4 percent of the overall F&G market
Expected to reach 5 per cent of F&G market by 2014
Source: http://www.technopak.com/Perspective/vol3/Opportunities%20in%20the%20Packaged%20Food%20Market%20in%20India.pdf
• Launched on 27th May 2002• Number one branded packaged Atta across the country (Market
Share of 55%)
ITC’s Aashirvaad Atta
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Objective & Methodology
• Company and product analysis• SWOT analysis of both ITC and Aashirvaad Atta
• Competitor Analysis• Marketing Mix (4Ps) analysis of all major competitors of
Aashirvaad Atta • Marketing survey
• Understanding consumer behavior, preferences and buying pattern
Methodology
Objective
• To understand the factors which has put Aashirvaad Atta at the top• To identify future challenges to retain top position
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SWOT Analysis – ITC (Packaged Food Industry)
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SWOT Analysis – Aashirvaad Atta
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Competitor 4P’s Analysis – HUL’s Annapurna Atta
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Competitor 4P’s Analysis – Local Chakki Atta
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Competitor 4P’s Analysis – Pillsbury Atta
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Competitor 4P’s Analysis – Nature Fresh
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Competitor 4P’s Analysis – Shakti Bhog
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Key Findings of Competitor Analysis
• Annapurna, being higher priced than Aashirvaad, is losing out• Local Chakki Atta, Pillsbury and Shakti Bhog have a lower market price and
pose a significant threat to Aashirvaad’s market share
• Local Chakki Atta, having a strong foothold in Tier2 and Tier3 cities is a major threat to Aashirvaad Atta’s market share since it comes cheaper and guarantees freshness
• Aashirvaad Atta needs to improve its promotional strategy; others have signed brand ambassadors and advertise more
• Focus of Aashirvaad Atta on quality through its E-choupal initiative, PET Poly packaging and a strong distribution network have enabled it to capture the Atta market
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Marketing Survey (Online and Field)
• 41.8% of the people surveyed consume 5-10 kg of Atta on a monthly basis. The ratio is divided amongst the other three categories almost equally.
• 69.2% of the people surveyed prefer buying 5kg or 10kg of Atta. This indicates that consumers prefer buying in large quantities so that do not have to come back to shop frequently.
• Only 10.4% of the people surveyed prefer buying from a wholesaler, suggesting that people are more inclined towards the ‘more hygienic and comfortable shopping’ destinations rather than the conventional wholesaler.
Buying pattern of Atta
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Marketing Survey (Online and Field)
• Quality is the most important factor affecting customer’s choice
• Price and packaging are also very important factor which the customer takes into account while purchasing Atta
• People usually stick to the product which they have found satisfactory in the past
• Free gifts is the least important factor
Factors Affecting Customer’s preference
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Marketing Survey (Online and Field)
• Aashirvaad Atta is the preferred brand of forty-two percent of the total respondents
• Local Chakki Atta is revealed to be the biggest competitor of Aashirvaad Atta with twenty-two percent preferences
• Aashirvaad Atta is the market leader and the most trusted brand in packaged Atta
Brand Preference
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Marketing Survey (Online and Field)
Customer’s Perception of Aashirvaad Atta
• 58 % of the respondents believe that Aashirvaad Atta is of good quality
• Only 25 % of respondents are satisfied with its promotion
• Customers are also satisfied with the packaging and highly satisfied with the availability
• Around 20 % think that the brand is highly priced
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Marketing Survey (Online and Field)
Key Findings of the Survey
• Quality and past experience are most important factors which affect the decision of customers while buying Atta
• Aashirvaad Atta is the preferred brand of customers. Local Chakki Atta comes next followed by Pillsbury Atta and other packaged brands
• The company can improve the awareness by more advertising campaigns to reach a greater customer base, to get greater customer share and to ensure higher repurchase
Limitations of the Survey
• Around 70 % of the responses were through online survey• Most of the respondents belong to a limited age group of 20 to 30 years• Almost all respondents belong to the middle and high-income group
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Conclusion
• The general perception of consumers towards Aashirvaad Atta is positive about quality, availability, and packaging and pricing
• ITC’s wide distribution network and e-choupal initiative is one of the major reasons which have put Aashirvaad Atta at the top
• Aashirvaad Atta has many competitors – Pillsbury Atta, Annapurna Atta and the unorganized local Chakki Atta provide the stiffest competition to the brand
• Advertisement for the Aashirvaad Atta is found to be infrequent and recall is low. So, the company can step up its advertising campaign to increase awareness
• Aashirvaad Atta can collaborate with Retail food outlets, Restaurants and Sweet Shops, which are bulk customers of Atta and directly supply them the product at a discounted price.
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THANK YOU