EGG POWDER

Reasons for choosing the product.

• Egg is the most nutritious natural product enriched in Proteins , Vitamins & Minerals

• Whole egg powder is consumed in hotels, hospitals, restaurants, and military establishment and has a huge export scope

• The Indian market is still untapped

-The Global AgriSystem Pvt. Ltd Report

• Egg is the most nutritious natural product enriched in Proteins , Vitamins & Minerals

• Whole egg powder is consumed in hotels, hospitals, restaurants, and military establishment and has a huge export scope

• The Indian market is still untapped

-The Global AgriSystem Pvt. Ltd Report

Indian Market Overview:• The current market share of India to the giant global

market of $117 billion is a meager 0.9 %, i.e. Rs 4,400 crore

• India's nutritional supplement market is expected to more than double in the next four years to over Rs 17,000 crore

• Growing at 20% per annum

• Increasing awareness about preventive healthcare

• Unhealthy eating habits

• The current market share of India to the giant global market of $117 billion is a meager 0.9 %, i.e. Rs 4,400 crore

• India's nutritional supplement market is expected to more than double in the next four years to over Rs 17,000 crore

• Growing at 20% per annum

• Increasing awareness about preventive healthcare

• Unhealthy eating habits

Growth drivers:• Indian market possesses demand for egg powder around

2300 MT/ year• Growth Rate >15% to 30%

• Industry production is about 1500 MT, with two established players:

• OVOBEL Food Ltd.• SKM Egg Products Export (India) Ltd.

• Inputs in the market:CFTRI, Mysore provides technical assistanceMOFPI, provides financial assistance, certain terms

and conditions

• Indian market possesses demand for egg powder around 2300 MT/ year

• Growth Rate >15% to 30%

• Industry production is about 1500 MT, with two established players:

• OVOBEL Food Ltd.• SKM Egg Products Export (India) Ltd.

• Inputs in the market:CFTRI, Mysore provides technical assistanceMOFPI, provides financial assistance, certain terms

and conditions

Background study

• Egg powder is consumed on a large scale in food processing industries, specially in the developed countries like Europe, USA, Japan

• The Indian egg powder manufacturing plants are on their way to the Board for Industrial and Financial Reconstruction (BIFR)

• The global egg powder market has been traditionally dominated by European markets.

• India commenced export of this product around three year ago.

• Demand for Indian egg powder has increased abundantly.

Therefore, along with the foreign markets, there is a huge scope for penetrating in the Indian Markets as well.

• Egg powder is consumed on a large scale in food processing industries, specially in the developed countries like Europe, USA, Japan

• The Indian egg powder manufacturing plants are on their way to the Board for Industrial and Financial Reconstruction (BIFR)

• The global egg powder market has been traditionally dominated by European markets.

• India commenced export of this product around three year ago.

• Demand for Indian egg powder has increased abundantly.

Therefore, along with the foreign markets, there is a huge scope for penetrating in the Indian Markets as well.

The 4 P’s

Product : Egg Powder

Composition:– Average weight 60g – consists of three parts:

• the shell (approx. 6g) • the albumen :white weight (approx 20g )• The yolk

– 12.4% proteins, 8.7% fats– a good amount of vitamin B1,B2, A – a good quantity of iron phosphorous, sulphur and potassium with an

energy value of 128 kcal

• Launch of powder in new flavors like – Butterscotch,coffee,strawberry etc.

• Good packaging quality as it attracts consumers.

Composition:– Average weight 60g – consists of three parts:

• the shell (approx. 6g) • the albumen :white weight (approx 20g )• The yolk

– 12.4% proteins, 8.7% fats– a good amount of vitamin B1,B2, A – a good quantity of iron phosphorous, sulphur and potassium with an

energy value of 128 kcal

• Launch of powder in new flavors like – Butterscotch,coffee,strawberry etc.

• Good packaging quality as it attracts consumers.

Price

• Egg Powder costs Rs 45 per kg

• It should provide value for the money paid for the product.

• The pricing strategy to be followed would be a penetration strategy as there exists a few players in the market

• The Egg Powder would be thus priced at Rs 65-70

• Egg Powder costs Rs 45 per kg

• It should provide value for the money paid for the product.

• The pricing strategy to be followed would be a penetration strategy as there exists a few players in the market

• The Egg Powder would be thus priced at Rs 65-70

Promotion• Education of the Target is the core objective

• Major Targets : -– Health centers – Restaurants– Hospitals– Mid day meal programmes

• Major Tools :-– Internet : web site– Brochures– Pharma Exhibitions– Trade Manual

• Fore into rural areas through Mid day meal programmes.

– Visibility at retails points.

– To provide samples in retails outlets so that people can try it before buying it.

– It must come up with its own boutiques and Shelves in malls and super market.

• Education of the Target is the core objective

• Major Targets : -– Health centers – Restaurants– Hospitals– Mid day meal programmes

• Major Tools :-– Internet : web site– Brochures– Pharma Exhibitions– Trade Manual

• Fore into rural areas through Mid day meal programmes.

– Visibility at retails points.

– To provide samples in retails outlets so that people can try it before buying it.

– It must come up with its own boutiques and Shelves in malls and super market.

Place

• The production facility will be in Maharashtra

• It is the highest producer of eggs

• Consumption of eggs is very high in this region and has tremendous potential of growth

• The major market is defense establishments, various government and non-government nutritional programmes, bakeries and all such areas like hills or forests where transportation is difficult.

• Urban as well as rural areas.

• To put egg powder carts (similar to traditional bicycle ice-cream carts) in malls and near college campuses to increase its reach

• Availability in Retail Outlets.

• The production facility will be in Maharashtra

• It is the highest producer of eggs

• Consumption of eggs is very high in this region and has tremendous potential of growth

• The major market is defense establishments, various government and non-government nutritional programmes, bakeries and all such areas like hills or forests where transportation is difficult.

• Urban as well as rural areas.

• To put egg powder carts (similar to traditional bicycle ice-cream carts) in malls and near college campuses to increase its reach

• Availability in Retail Outlets.

Metro cities, Urban areas an Rural areas.

Targeting• Pregnant women's

•Teenagers

•Adults

•Youths

Market segmentation

Modified Positioning

SWOT ANALYSIS

Strengths of the ideaStrengths of the idea• Eggs are excellent choice for Proteins, Vitamins & Minerals and a

good source of healthy fats.• The major raw material required for this plant i.e. eggs is readily

available in the market.• Dried egg powder can be stored and easily transported at room

temperatures & it is quite stable and has a long shelf life• The technical Know-how is easily available at CFTRI, Mysore.• Wide range of customer potential

-Hotels /Restaurants-Hospitals-Military Establishment -Ingredient in pet food industry

• 25% subsidies by MOFPI

• Eggs are excellent choice for Proteins, Vitamins & Minerals and a good source of healthy fats.

• The major raw material required for this plant i.e. eggs is readily available in the market.

• Dried egg powder can be stored and easily transported at room temperatures & it is quite stable and has a long shelf life

• The technical Know-how is easily available at CFTRI, Mysore.• Wide range of customer potential

-Hotels /Restaurants-Hospitals-Military Establishment -Ingredient in pet food industry

• 25% subsidies by MOFPI

Weaknesses of the idea

• High level of Compliance required (PFA Act)

• Problems in the way are high taxes, excise duty, quality control labs etc.

• A considerable plant set up cost is required

• Conception about eggs that they are from non vegetarian food category mainly in India, may restrict Egg powder’s consumption

• High level of Compliance required (PFA Act)

• Problems in the way are high taxes, excise duty, quality control labs etc.

• A considerable plant set up cost is required

• Conception about eggs that they are from non vegetarian food category mainly in India, may restrict Egg powder’s consumption

Opportunities of the idea

• People at large have accepted Egg as a vegetarian item which will help to improve Egg Powder’s consumer base

• Demand is increasing in the Domestic as well as International markets

• Backward integration is possible

• Introduction of new products from eggs such as dried albumen is possible.

• Less number of established players.• Excessive production in south india is a good opportunity to

explore egg powder plants.

• People at large have accepted Egg as a vegetarian item which will help to improve Egg Powder’s consumer base

• Demand is increasing in the Domestic as well as International markets

• Backward integration is possible

• Introduction of new products from eggs such as dried albumen is possible.

• Less number of established players.• Excessive production in south india is a good opportunity to

explore egg powder plants.

Threats to the idea

• High dependence on Poultry industry

• Competition majorly from International Companies and to a certain extent from Domestic companies

• Threat of new entrants

• Epidemic diseases (Bird Flu , Ranikhet)

• MNC health Neutraceuticals

• High dependence on Poultry industry

• Competition majorly from International Companies and to a certain extent from Domestic companies

• Threat of new entrants

• Epidemic diseases (Bird Flu , Ranikhet)

• MNC health Neutraceuticals

• MARKET POTENTIAL• 3.1 Demand and Supply• Eggs are full of nutrients and minerals and are consumed in different

forms since centuries.• There was misconception that they are from non-vegetarian food

category but now people at• large have accepted them as a vegetarian item and their consumption is

increasing year after• year. Transportation of eggs is difficult as chances of breakage during

transportation are higher and it is costly also. Egg powder is comparatively easier to transport and there is no question of breakage.

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