salt
DESCRIPTION
Brand Loyalty FIRST MOVER ADVANTAGE MACRO ENVIRONMENTTRANSCRIPT
GOOD BYE COMMODITY
Ajal Jose Akkara
ASSUMPTIONS
• RURAL MARKETS MOSTLY USE UNBRANDED SALT
• ALL THE PREFFERED CUSTOMERS ARE HAVING 2 CHOICES
BRANDED SALT UN BRANDED SALT
YES
52 % PREFER TATA SALT WHEREAS
ONLY 37% BUY TATA SALT
POTENTIAL
1. UN TAPPED EXISTING BRANDED MARKET [ 37 % TO 52% ]
2. POSSIBILITY OF EXPANDING THROUGH UNBRANDED SALT MARKET [ ABOUT 70% OF TOTAL DEMAND ]
3. Brand Loyalty4. FIRST MOVER ADVANTAGE
FIRM WILL BE SUCCESSFUL IN FUTURE CAPITALIZING ON THE PRESENT TRENDS
MARKETING BASE
TATA SALT @ 1983DCW CAPTAIN COOK @ 1991HINDUSTAN LEVER ANNAPURNA @ 1983
4 P’s• PRODUCT• PRICING• PROMOTION• PLACE
• PEOPLE• PROCESS• PHYSICAL EVIDENCE
WHICH ONE IS MORE NB
TIME LINE
ACTION
PREDICTION
FORECASTING
PRESENT FUTURE
PRODUCT & PROMOTION
• PROMOTION SPECIFICALLY BY WAY OF EDUCATING ON HEALTH AND PURITY
• INCREASE VISIBILITY
MACRO ENVIRONMENT
• DEMOGRAPHICS @ PLACE - POPULATION CHARACTERISTICS
BRANDED SALT IS MAINLY CONSUMED
BY URBAN POPULATION @ 70%
EDUCATION ,
SCIENCE AND TECHNOLOGY
1. AWARENESS
2. HEALTH BENEFITS
TABLE SALT AND
ROCK SALT
DIFFERENTIATE
And
PROMOTE
1• CONSIDER THE MARKET AND
CUSTOMER ORIENTATION
ECONOMIC ENVIRONMENT
MERE COMMODITY
FMCG
@ SALT BED AT NAGARKOVIL , TIRUNELVELI AREAS AT SOUTH INDIA Fast moving consumer goods
THANK YOU