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Executive summary

Production unit Uttar Pradesh

o Productivity 39.4 quintal/hectare

Production capacity 5000 ton (50,00,000 kg) Head office Noida

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Environmental analysis

Marketing environment(PEST)

Target market

Current market objectives and performance

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PEST

POLITICAL

- Political stability

- Government commitment

TECHNOLOGICAL

Rich labour pool

infrastructure

SOCIAL

Emerged hub for IT and ITeSindustries

High infrastructural growth

ECONOMICAL

Subsidies

Fiscal policy incentives

Industrial and ServiceSector InvestmentPolicy, 2004

Leading agriculturalstate

Top producers

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MARKETING OBJECTIVES

COMPANYS VISION

Create a product that enhances the food experience, byadding attributes that satisfy consumer needs.

COMPANYS MISSION

Its a company that is committed to build a long termgrowth in volume and profit and to enhance its

position by providing nutritious food products ofsuperior value to ensure healthy life of the consumer.

To become a market leader in cereal industry within 3-4 years.

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SHORT TERM GOALS

Successfully introducing of the product in the marketwithin a period of six months, it is also expected that

the marketing efforts will lead to increased financial

performance of the company.

LONG TERM GOALS

To acquire more than 50% of market share.

Trying to slowly diversify while still remaining in the

core business which will help to increase the

profitability of the company.

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MARKETING STRATEGIES

STPD

Segmentation

Targeting

Positioning

Differentiation

Marketing mix

Product

Price

Promotion

Place

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Product

Product category Wheat crunch

Corn crunch

Oat crunch

Ingredients Milled Corn

Sugar

Milk Powder

Malt flavoring

High fructose corn syrup

Salt

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Packaging

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Place

Metro cities and Big towns

Circle 1 Noida, New Delhi, Gurgaon, Kanpur,

Dehradun, Lucknow, Patna, Meerut, Ranchi,

Ludhiana, Amritsar, Chandigarh, Rohtak. Circle 2 Jaipur, Mumbai, Navi Mumbai, Pune,

Nashik, Nagpur, Ahemdabad, Surat, Vadodra,

Bhopal.

Circle 3 Bangalore, Hyderabad, Chennai,

Tiruvananthapuram, Tiruchirappalli, Kochi,

Mysore, Thrissur, Visakhapatnam, Nizamabad

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Quick Flakes

Distributors

WholesalersRetailers(Shops,Canteens)

Consumers

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PROMOTION

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MARKETING IMPLEMENTATION

Marketing organization (design, matrix,

function)

Activities and responsibilities

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North Western Plain ZoneThis zone comprises of Punjab,Haryana, Delhi, Rajasthan (exceptKota and Udaipur divisions) and Western U.P.(except Jhansidivision),Jammu and Kathua districts fo J&K, Una district and Paontavalley of HP and tarai region of Uttaranchal Pardesh.

This zone has wheat growing area of about 9.5 million hectares. Theaverage productivity of wheat in this zone is . The major wheatproduction constraints of this zone are weed infestation particularlyPhalaris minor and wild oat, Yellow and brown rusts, Karnal bunt,powdery mildew, foliar blight and termites.

Corn in India is grown in small, inland pockets throughout the

country. The state of Uttar Pradesh produces 16 percent and Bihar14 percent of India's total corn production. It is also produced inRajasthan, M.P. and Karnataka in substantial quantities.

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STPD

Segmentation:The segments of people who can buy the product are from lower middle

class to higher income groups.

Targeting:Target audience for the product is mothers and children.

Positioning :The product has been positioned as a healthy breakfast. The product is also

positioned as not a niche segment product as can be afforded by the general public easily

for their daily requirements.

Differentiation: As compared to others our product just needs to add hot water in it and it

is ready to eat.

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Marketing mix

- Product: Constant innovation, Introduction of new product to fit customers needs.

-Price - Rs 5/- for 15grams, Rs 15/- for 40grams,. Rs 185/- for 500grams

-Promotion: For the publicity of corn flakes the company will use massive advertisement policy. It will

advertise on TV, newspapers, internet and radio. By the help of these sources the message of cornflakes will

reach to the consumers.

By distributing free samples.

Discount or price off -10% discount on the 500 gm pack.

Public relation: Healthy relations with each customer because of best services.

Promotion strategy will be focused at encouraging the consumer to at least try the product.

-Place:- Initially Product will be launched in Urban & Sub-Urban Areas of Mumbai.

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Documents

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