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PRODUCT MANAGEMENT (KETCHUPS)PRESENTED BY:-RUPINDER KAUR PGDM(1)
KETCHUP INDUSTRY IN INDIATheketchupmarket 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 ketchupMAIN BRANDS IN THIS PRODUCT CATEGORYMaggi- NestleKissan- HULHeinz- Heinz Co. H.JOthers (Tops, Del Monte, etc.)
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.html3SKEW 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 HeinzSEGMENTATION OF THE CONSUMER MARKETSEGMENTION BASETYPESBRANDS Geographic
NationalNatures Best, Top, CremicaInternationalKissan, Maggi, HeinzTaste preferenceRegular tomato sauceKissan, Heinz, Maggi, etcChilliMaggi, HeinzSweetDel Monte, MaggiEating habitsFast foodMaggi, HeinzHealthful foodHeinz, Kissan5 INSTITUTIONS THAT CONSTITUTE KETCHUP MARKETINSTITUTIONSSPECIFIC BRANDSFood chainsHeinz- Mc Donalds, KFCKissan- Pizza HutDominos- Del Monte
Hotels & RestaurantsHeinz- Oberoi, TajAirlinesHeinz- Jet airways, Indigo, Air IndiaRailwaysKissanColleges(Majority)Kissanhttp://www.expresshospitality.com/20041011/equipmart03.shtmlEvery institutional market uses regular ketchup.
6SEGMENTATION CHOSEN FOR BRAND POSITIONINGINTERNATIONALNATIONALGEOGRAPHIC SEGMENTATIONBRAND POSITIONINGMaggi(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
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
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
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 .
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
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
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
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
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
17Tops(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