MARKET STRATEGY FOR LAUNCHING NEW BRAND OF ATTA AND ITS MARKET STRATEGY

Presented by:

Dipika Singh DebAsmita Firoz Vijaya

BRIEF OVERVIEW

SURVEY: AVAILABLE BRANDS IN MARKET MARKET POSITION OF THESE BRANDS

PLACE WHERE SURVEY DONE: RASH BEHARI GARIA TOLLYGUNJ PRINCE ANWER SAHA

QUESTIONNAIRE FOR SHOPKEEPERS

What brands of Atta are available in your shops? [ ] Aashirwad [ ] Shaktibhog [ ] Pillsbury [ ]

Ganesh Most selling Brand of atta: [ ] Aashirwad [ ] Shaktibhog [ ] Ganesh Why most of the customer prefers the particular

brand? [ ] Price [ ] Quality [ ] Self-satisfaction Most selling atta pack(kg). [ ] 1-5 [ ] 5.1-10 [ ] 10.1-15

Rank the following brands of Atta according to their

demand in market. [ ] Ganesh [ ] Aashirwad [ ] Pillsbury

[ ] Shaktibhog

ANALYSIS AND EXECUTION OF DATA COLLECTED- SHOPKEEPERS POINT OF VIEW

Garia Prine An-war shah

Rashbe-hari

Tollygunj

Aashir-wad

0.41 0.37 0.38 0.32

Ganesh 0.35 0.35 0.34 0.37

shaktib-hog

0.11 0.16 0.22 0.19

others 0.13 0.12 0.06 0.12

10%

50%

90%

Market Share of branded Atta

Pere

nta

ge

FACTORS AFFECTING THE PREFERENCE OF CUSTOMER ACCORDING TO SHOPKEEPERS POINT OF VIEW:

Garia

Prin

ce a

nwar

Rashb

ehar

i

Tolly

gunj

0%

10%

20%

30%

40%

50%

60%

70%

80%

QualityPriceSelf-satisfaction

MOST SELLING QUANTITY OF ATTA

69%

25%

6%

Sales

1kg-5kg5kg-10kgAbove 10 kg

RANK OF BRANDS OF ATTA:

Garia Prience Anwar shah

Rashbehari Tollygunj

Aashirwad Aashirwad Aashirwad Ganesh

Ganesh Ganesh Ganesh Aashirwad

Shaktibhog Shaktibhog Shaktibhog Shaktibhog

Others ( Mukti atta)

Others Others Others

QUESTIONNAIRE FOR CUSTOMERS

Occupation: [ ] businessmen [ ] Service [ ] Student

[ ] Housewife Annual Family income: (in lacs) [ ] 2-4 [ ] 4.1-6 [ ] 6.1-8 [ ] 8.1-

Above Which Atta do you use? [ ] Branded readymade [ ] Chakki Atta If not branded, then why? [ ] Not available [ ] Price factor [ ] No self satisfaction

CONTINUED:

If you use branded then which one? [ ] Aashirwad [ ]Ganesh [ ] Shaktibhog

[ ] Others Which feature of your brand attracts you the

most? [ ] Price [ ] Quality [ ] Brand

Are you satisfied with your product? [ ] Yes [ ] No If any new brand of Atta comes in market would

you like to shift your brand? [ ] Yes [ ] No

ANALYSIS AND EXECUTION OF DATA COLLECTED

75%

25%

Preference of the customers

BRANDEDCHAKKI ATTA

MARKET SHARE OF BRANDED ATTA

Garia Prince Anwar Shah

Rashbe-hari

Tollygunj

Aashir-wad

0.38 0.37 0.41 0.31

Ganesh 0.35 0.35 0.35 0.38

Shaktib-hog

0.17 0.16 0.11 0.19

Others 0.1 0.12 0.13 0.12

3%13%23%33%43%

Preference of brand

Perc

en

tag

e o

f b

ran

d

ARE PEOPLE SATISFIED WITH THEIR

CURRENT PREFERENCE

80%

20%

ARE THE CONSUMERS SATISFIED WITH THE PRODUCT

YES NO

IF A NEW BRAND IS INTRODUCED IN MARKET WILL IT BE ACCEPTED BY CUSTOMERS:

15%

80%

5%

PREFERENCE FOR NEW BRAND

YES NO CAN'T SAY

CONCLUSION FROM THE DATA COLLECTED

75% prefer branded and 25% Chakki Aashirwad is the market leader among

branded Atta. Aashirwad and Ganesh atta is having Cut-

throat competition. Quality and self satisfaction plays greater

role than price. Majority of customers are satisfied with their

product and don’t want to shift to any new brand.

So, there will be very difficulty in creating position of our new atta brand among top players.

CHANNEL OF DISTRIBUTION:

Manufacturer

CNF AGENT

Retailer

Retailer

CNF AGENT

Retailer

Retailer

OUR PRICING STRATEGY FOR NEW ATTA BRAND

Buying Wheat at Rs. 9 from the farmer directly.

Transport cost: 50 paisa per kg Production Charges: Rs1 per kg Packaging: Rs. 2.50 per packet Carrying and storage: Rs.1 per kg Other Costs: Rs. 2 (risks, miscellaneous) Total cost: Rs.16 Add: Retailer commission: Rs. 4 (16%) Profit Margin: Rs. 2 Per kg Selling Price: Rs 22 per kg

MARKETING STRATEGY:

Offering high profit margin to retailers since they are the people who push the product to the consumers.

Affordable prices catering to the middle class family.

Direct selling/ tie ups with PGs and hostels.

POSITIONING:

The products will be sold in some of the shops we visited

The price for 1kg of atta will be Rs 22 The name of the product will be “ SWADAHAR” Selling will be mainly targeting the Kolkata

market. The product will be placed at low cost branded

atta market

THANK YOU !