Marketing Communication
-
Upload
northpoint-centre-of-learning -
Category
Education
-
view
21 -
download
0
Transcript of Marketing Communication
Sales internship presentationINDIAN HOME GOURMET, VERSOVA, MUMBAI
KAVERI CHANDRASHEKAR, MC 04
PGP MAR COMM, 2014-2015
Mar Comm_2014-2015
Mar Comm_2014-2015
Background of the organization
Started in 2011 by Sharad Tombri at Versova Andheri
Products are manufactured at Madh Island and sold all over Mumbai
The USP of the company is homemade products with no preservatives, added colours or MSG
These products are targeted at consumers with higher incomes, therefore -
Pastes are priced between Rs. 50-60
Dips and chutneys are priced between Rs. 125-195
Products from IHG are -
Ready to Cook pastes
Dips
Chutneys
Mar Comm_2014-2015
Key Responsibility Areas / Tasks
KRAs
Observe Indian Home Gourmet salesmen and promoters in the two key arenas of sales
Promotions
Markets in Mumbai
Developing different sales pitches for different markets and stores across Mumbai
Educate the consumer on how to use the product
Tasks
Selling the company’s pastes, dips and chutneys at malls, stores and cold storages across Mumbai
Accompany salesmen to different markets in Mumbai
Emphasize the discounted prices of the product and encourage customers to sample the product before they buy
Count the inventory and inform both the company and the shop owner about the updated stock
Mar Comm_2014-2015
Challenges and Achievements
Customers who were vegetarian were put off by the titles – Butter Chicken, Fish Fry, Stuffed Fish etc.
Each retailer has different objections to stocking the product (Each pitch is a challenge)
Stolen Kiosk
Stagnant digital platforms – Twitter and Facebook in particular
New markets like Bandra and Wadala did not display an enthusiastic response to the products
Sales, in itself, is a daily challenge.
Stiff competitors in the market – Bon, Suhana, Rasoi Magic, Jaffsons etc.
Mar Comm_2014-2015
Research Summary
Opinions about the brands are well defined and skewed negatively towards the category
The biggest disadvantages of the category are – taste, the health factor and the use of preservatives
The positives of the category were – convenience, time-saving, and helpful for those who could not cook
Unfortunately, over 90% of respondents stated that at the very best Ready to Cook food is a short-term alternative
Based on the research data, these are the suggestions that most respondents spoke about
Improve the taste (80%)
Reduce preservatives (40%)
Tweak the quantity (30%)
60 percent of respondents stated that they preferred the “paste form”
Mar Comm_2014-2015
Recommendations for the Category
There are a variety of concerns around the health and freshness of these products due to:
Preservatives
Artificial Taste
The presence of dried vegetables/ meat
Oily texture
More advertising and marketing for this category – without either, customers come to their own conclusions and word spreads quickly
Branch out into different Indian or World cuisines
Snacks are the biggest sellers in this category. Brands that focus on just Ready to Cook meals should expand into a line of Ready to Eat snacks.
Brands in this category should position themselves as a direct competitor to “take-out” dinner
Mar Comm_2014-2015
Learnings
The largest community in the market determined the response to our product
Markets are dominated by different brands – Suhana in Dombivili, Bon and Soul in Bandra
With these kind of products it is important to educate both retailers and customers – they learn from each other
Markets like Bandra posed various challenges
Each pitch, to each customer, is a snowflake – never the same
Language is a both and advantage and a barrier
Building relationships with store owners and retailers is extremely important – they are strong influencers
Each salesman has a different method of selling and closing their targets
Sell the right product, at the right time, at the right place