marketing ppt.pptx

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PRODUCT MANAGEMENT (KETCHUPS) PRESENTED BY:-RUPINDER KAUR PGDM(1)

Transcript of marketing ppt.pptx

Page 1: marketing ppt.pptx

PRODUCT MANAGEMENT (KETCHUPS)

PRESENTED BY:-RUPINDER KAUR PGDM(1)

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KETCHUP INDUSTRY IN INDIA

The ketchup market is growing at 26 per cent and is likely to touch the Rs 1,000-crore by 2014. 

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

Ketchup market in India was estimated to be around 806-crore in June, 2012

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

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MAIN BRANDS IN THIS PRODUCT CATEGORY

Maggi- Nestle

Kissan- HUL

Heinz- Heinz Co. H.J

Others (Tops, Del Monte,

etc.)

Maggi47%

Heinz2%

Kissan41%

Others10%

2013-14

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SKEW IN THE BRAND PRESENCE

In 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

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SEGMENTATION OF THE CONSUMER MARKET

SEGMENTION BASE

TYPES BRANDS

GeographicNational Nature’s Best, Top,

Cremica

International Kissan, Maggi, Heinz

Taste preference

Regular tomato sauce

Kissan, Heinz, Maggi, etc

Chilli Maggi, Heinz

Sweet Del Monte, Maggi

Eating habitsFast food Maggi, Heinz

Healthful food Heinz, Kissan

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INSTITUTIONS THAT CONSTITUTE KETCHUP MARKET

INSTITUTIONS SPECIFIC BRANDS

Food chains Heinz- Mc Donalds, KFCKissan- Pizza HutDominos- Del Monte

Hotels & Restaurants

Heinz- Oberoi, Taj

Airlines Heinz- Jet airways, Indigo, Air India

Railways Kissan

Colleges(Majority) Kissan

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SEGMENTATION CHOSEN FOR BRAND POSITIONING

MAGGI

KISSAN

HEINZ

DELMONTE

INTERNATIONAL

SMITH & JONES

TOPS

CREMICA

NATURE’S BEST

N

A

T

I

O

N

A

L

GEOGRAPHIC SEGMENTATION

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BRAND POSITIONING

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Maggi(Nestle)

• Tag Line : “Its Different”

• Positioning : Differentiated from the rest

• Product Range : Rich Tomato, Hot & Sweet Tomato.

• 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

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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

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SWOT Analysis(KISSAN)

Strength 1. Strong brand name 2.Excellent advertising and visibility 3.Good product distribution and availability Weakness 1.Not too thick Opportunity 1. Tie-ups with corporates 2.Cheaper packets for rural areas.

Threats 1.Threat from other ketchups and local homemade chutneys

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Heinz (Heinz Co. HJ)

• Tag Line : “Redder Thicker Tastier”

• Positioning : Focused on taste

• Re-positioning : Focused on health

• Product Range : Tomato ketchup, tomato ketchup

organic, tomato ketchup blended with Indian spices,

tomato ketchup reduced salt and sugar, tomato,

ketchup chili, tomato ketchup fiery chili .

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CONTINUEE..

• 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

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Swot analysis (heinz)

Strength1.Good brand name2.Good advertising3.Good distribution in big citiesWeakness1.Food products have a limited shelf lifeOpportunity1.More advertising2.Reach out to a bigger audienceThreats1.Threat from existing brands and local competitors

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Delmonte(Field Fresh Foods Pvt. Ltd.)

• Tag Line : “Tastes like never before”

• Positioning : High quality and original blend specially made to suit

the Indian

Plate.

• 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

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Swot analysis( DELMONTE)

Strength1.Good brand name2.Good advertising3.Good distribution in big citiesWeakness1.Food products have a limited shelf lifeOpportunity1.More advertising2.Reach out to a bigger audienceThreats1.Threat from existing brands and local competitors

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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

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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

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Cremica (Mrs. Bector’s 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

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