PRESENTED BY:Harshita KheriaPrabina ChettriRajat MalakarSunil Manchandia

AGENDAKetchup industry in IndiaMajor brands in the product categorySkew in the brand presenceSegmentation of the consumer marketInstitutions that constitute ketchup marketSegmentation chosen for brand positioningBrand positioningSWOT Analysis- NESTLENew brand launchReasons & justification for this launchMarket surveyBuilding the brand

KETCHUP INDUSTRY IN INDIAKetchup market in India was estimated to be around 806-crore in June, 2012

Institutional market is assumed to have a share of 23% while the consumer market has about 77%

It is a fast growing market with growth rate around 30%

This growth can be credited to:- growth in fast food culture in India- increasing number of working women- shift from home made chutney to ketchup

MAIN BRANDS IN THIS PRODUCT CATEGORYMaggi- NestleKissan- HULHeinz- Heinz Co. H.JOthers (Tops, Del Monte, etc.)

SKEW IN THE BRAND PRESENCEIn the consumer market the most prominent ketchup brands are: Maggi Smith & Jones Kissan

In the institutional market the most prominent ketchup brands are: Del Monte Heinz

SEGMENTATION OF THE CONSUMER MARKET

SEGMENTION BASETYPESBRANDS GeographicNationalNatures Best, Top, CremicaInternationalKissan, Maggi, Heinz

Taste preferenceRegular tomato sauceKissan, Heinz, Maggi, etcChilliMaggi, HeinzSweetDel Monte, MaggiEating habitsFast foodMaggi, HeinzHealthful foodHeinz, Kissan

INSTITUTIONS THAT CONSTITUTE KETCHUP MARKET

INSTITUTIONSSPECIFIC BRANDSFood chainsHeinz- Mc Donalds, KFCKissan- Pizza HutDominos- Del Monte

Hotels & RestaurantsHeinz- Oberoi, TajAirlinesHeinz- Jet airways, Indigo, Air IndiaRailwaysKissanCollegesKissanClubs & pubsData not availableCorporate kitchensData not availablePrisonsData not available

SEGMENTATION CHOSEN FOR BRAND POSITIONINGINTERNATIONALNATIONALGEOGRAPHIC SEGMENTATION

BRAND POSITIONING

Maggi(Nestle) Tag Line : Its Different Positioning : Differentiated from the rest Product Range : Rich Tomato, Hot & Sweet Tomato, Tomato Chapatti Price Segment : High priced Rs.115 (1kg) Target Group : Middle-income and upper-income households Promotion : T.V ads, hoardings, print ads SKU : Bottle- 200gm, 500gm, 1kg Pichkoo- 90gm, 500gm

Kissan(Hindustan Unilever Limited)

Tag Line : Just Lagao, Kuch bhi kho Positioning : Makes food interesting Product Range : Fresh tomato, no onion no garlic, chilly tomato, chatakdaar Price Segment : High priced Rs.112 (1kg) Target Group: Middle-income and upper-income households Promotion : T.V ads, print ads, hoardings SKU : Bottle- 200gm, 1kg Mini pack- 90gm Sachet- 10gm

Heinz(Heinz Co. HJ) Tag Line : Redder Thicker Tastier Positioning : Focused on taste Re-positioning : Focused on health Product Range : Tomato ketchup, tomato ketchup with balsamic vinegar, tomato ketchup organic, tomato ketchup blended with Indian spices, tomato ketchup reduced salt and sugar, tomato ketchup chili, tomato ketchup fiery chili Price Segment : High priced Rs.125 (1kg) Target Group : Institutional clients (Air India, Oberoi, Taj, etc.) and households Promotion : T.V ads, print ads, hoardings SKU : Bottle- 1kg, 500gm, 200gm Squeezy- 330gm

Delmonte(FieldFresh Foods Pvt. Ltd.) Tag Line : Tastes like never before Positioning : High quality and original blend specially made to suit the Indian palate Product Range : Regular tomato ketchup, Twango Price Segment : High priced Rs.110 (1kg) Target Group : All age group Middle and upper class Promotion : T.V ads, print ads SKU : Bottle- 1kg Squeezy- 520gm

Smith & Jones(Capital Foods Ltd.) Tag Line : Angrezon Wala Ketchup Positioning : Ketchup that is consumed mostly by foreigners Product Range : Tomato ketchup, sweet hot ketchup, pizza ketchup Price Segment : High priced Rs.110 (1kg) Target Group : Institutional market & consumers consuming fast food Promotion : Print ads, Regional ads SKU : Bottle- 200gm, 500gm, 1kg

Tops(G. D. Foods & Beverages Pvt. Ltd.) Tag Line : Classical ketchup: made the old fashioned way Positioning : High taste and quality Product Range : Regular tomato ketchup Price Segment : Mid Priced Rs.95 (1kg) Target Group : Institutional market and mid-income consumers Promotion : Sponsorships, banners SKU : Bottle- 200gm, 500gm, 1kg Sachet- 12gm

Cremica(Mrs. Bectors Foods) Tag Line : Lip Smackers Positioning : Ketchup consumed with fast foods Product Range : Regular tomato ketchup Price Segment : Mid priced Rs.85 (1kg) Target Group : Institutional Market (Mc Donald's, Barista, Pizza Corner, Jet Airways) Promotion : Hoardings, wall paintings, food corners SKU : Bottle- 1kg

Natures Best(Dabur Foods) Tag Line : N.A Positioning : Quality product at economic price Product Range : Regular tomato ketchup Price Segment : Mid priced Rs.60 (1kg) Target Group : Institutional Market (hotels, airlines, caterers, hospitals) Promotion : No promotion SKU : Bottle- 1kg

SWOT Analysis - NESTLEStrengthsEstablished Family BrandGood customer relationship Diversified product variants Strong and wide range of distribution channel Research and Development division in India

WeaknessesNot so significant presence in rural market.No direct market outletHigher pricing than local brandsOpportunities Increasing number of working youthHigh brand awareness among Indian consumerChanging preference of consumer of having ketchup over curd, chutney, etc.Shift to rural market

ThreatsPrice war with competitors like Hienz India, HUL, etc.Strong presence of regional competitorsIncreasing price of raw materials

NEW BRAND LAUNCH

REASONS & JUSTIFICATION FOR THIS LAUNCH

REASONS Nestle Maggi ketchup faces generic competition from homemade chutney Increasing number of working youth creates more demand for readymade chutney Increasing price of raw materials is a threat to Nestle and dhania is priced very low

JUSTIFICATION Increasing number of working women prefer readymade food/chutney Convenient for housewives No prominent brand producing this particular product

MARKET SURVEYSample size: 50 (housewives, working women& youth) Finding: latent demand for the product exists Finding: not much threat of cannibalisation Finding: people are willing to pay Rs15 - Rs 20 for a 100gm pack & given low cost of dhania this is a profitable businessFinding: majority of people like dhania chutney

Q1. Do you like dhania chutney?Q2. If available in a readymade packet will you purchase packaged dhania chutney?Q3. What price are you willing to pay for a 100gm Dhania Chutney?

Rs 15 Rs 20Q4. Will you substitute ketchup with this product or purchase both?

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BUILDING THE BRAND

4Ps FOR DHANIA CHUTNEY

PRODUCT: Ready to eat, homemade dhania chutney

PRICE: Rs 15 for 100gm pichku & Rs 30 for 250gm bottle

PLACE: - Available at supermarkets & Kirana stores- Use of existing distribution channel

PROMOTION: T.V ads, newspapers, hoardings & social media Provide free samples of 50gm pichku with 1kg bottle

POSITIONING: Taste of homemade dhania chutney without hassles of making it

TAGLINE: Effortlessly tasty...

*http://articles.economictimes.indiatimes.com/2010-01-07/news/28438457_1_glucon-d-heinz-india-heinz-ketchuphttp://business.mapsofindia.com/top-brands-india/top-ketchup-brands-in-india.html**http://www.expresshospitality.com/20041011/equipmart03.shtmlEvery institutional market uses regular ketchup.

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