Marketing Plan Of Wendell GodinhoTeja MulagalaAtul GuravShubham ParsekarMohit BhatKaran Gujral

Break-Fast Booster

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Where are you ?

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Table of Contents

COMPANYS PURPOSE & Product SolutionMarket Analysis & SWOT AnalysisMARKETING STRATEGYMARKETING MIX TACTICSGO-TO-MARKET STRATEGY

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Product SolutionBreak fast is the first meal of the day and is very important for everyone especially children as it provides nutrients such as calcium, iron, vitamins as well as protein and fiber.Study in 4 metro cities - Mumbai, Delhi, Kolkata and Chennai found that nearly 32% skip breakfast and reasons to blame like no time and not feeling hungry and late night food habits

85% of the subjects from Mumbai strongly feel that cereals are good as breakfast for kids.Our Product will provide a solution by giving them a nutritious breakfast in the form of cake.

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Mission

Our companys mission is a two prong approach to benefit our customers by providing: Healthy options to enjoying fresh, organic CakeAdaptable product menus to include vegan, gluten-free, and Fat-free treats

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To provide the freshest, highest quality natural ingredients possible to create organic and healthy cakes. We pride ourselves in also using recycled packaging which allows us to co-exist within a friendly environment. We realize that there is a growing demand for healthy choices that dont contain unhealthy ingredients that our competitors embrace. And we also know that people are not willing to sacrifice the satisfaction of good taste and premium quality.Vision

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Accountability: If it is to be, it's up to mePassion: Committed in heart and mindIntegrity: Be realQuality: What we do, we do wellValues

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HealthyFreshOrganic Goals and Objectives

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Market Analysis

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Porter Competitive ModelIntra-Industry RivalryStrategic Business UnitBargainingPower of Buyers

Bargaining Power of Suppliers

Substitute Products and Services

PotentialNew Entrants

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SBU: Breakfast boosterRivalry : Pillsbury, Betty CrockerSupply of Cocoa and MultigrainLabour unionsQuality StandardsCookies, SweetsMultigrain productCakes and pastriesOrganic productHassle free preparationStrong distribution channelLarge Volume BuyersBuyers PsychologyShifts in costs

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Competitor RatingCompetitorsPriceQualityE-commerceProduct RangeDistribution OutletsTotal ScoreWaffles9883836Pillsbury8657632Betty Crocker776.57633.5Weighted RatingCompetitorsPriceQualityE-commerceProduct RangeDistribution OutletsTotal ScoreWaffles2.251.61.60.61.27.25Pillsbury21.211.40.96.5Betty Crocker1.751.41.31.40.96.75

Competition Analysis :

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Buyer Behavior :Who buys our products: Mothers who worried about their children skipping breakfast.What they buy: They buy our instant cake mix Where: retail and onlineHow: by paying online and reaching retail outlets Why: Children love cakes thus giving the same which is full of nutrition and tasty.Initiator, influencer, decider motherBuyer mother, fatherUser- kids

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WHICHPRODUCTHASITALL?

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Giving back to environmentVarious retail outletsReasonable pricingRich nutritionFirst ventureDifficult in fundingMinimal marketing experienceNo cake flavoursPenetrationPartner with other businessExpansion-IndiaGrowing-EcommerceBond with childrenSevere CompetitionRaw material costNo partnershipFinancial problemTime management

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MARKETING STRATEGY:Segmenting :Geographic Segment: MumbaiDemographic Segment: ChildrenTargeting :

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People from Urban, Semi-urban, Middle class through undifferentiated marketing strategy

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Points of Parity (POP) & Points of DifferenceInstant mixCooker cakeOnline and retail Multigrain V/s Maida No preservatives V/s preservatives Less time V/s more time

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Nutritious Rich

Normal Nutrition

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Reasonable

Positioning and CVP

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Our product Breakfast booster not only promises a yummy breakfast but nutritious one with the goodness of multigrain.

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MARKETING MIX

NewPRODUCTsolution

1MULTI GRAIN ?Finger millets, Wheat, Moong Dal, Jowar, Bajra, Soya, Corn flour.

3 Layered MultigrainBran - iron , copper, zinc , magnesium. Fiber , antioxidants and vitamin BEndosperm - carbohydrates , proteins and mineralsGerm - healthy fats, Phytochemicals and antioxidants like Vitamin E

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MARKETING MIX

PRODUCT

1Benefits:

Raggi Advantage - Great source of Iron, Easy to Digest CarbohydratesHigh in Fiber - Prevents Constipation, aids in Weight lossNo Cholesterol low in FAT, Contains Amino AcidBetter Source of Phytochemicals.

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Easy to Cook No Added Preservatives Goodness of Multigrain Nutrition RichFeatures

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Packaging

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DISTRIBUTION CHANNEL

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MARKETING MIX

2 WHOLESALER

RETAILER

WAFFELS PVT.LTDRETAILER

DISTRIBUTION CHANNEL C&FA / DEPOT DISTRIBUTORCONSUMER

E-COMMERCE

Access

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MARKETING MIX

value

3Value Pricing MethodPsychological PricingFull Cost Pricing

WHY 149?

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MARKETING MIX

education

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Direct Marketing - Sales person distributing samples.Mass Media Advertising in Metros on Grab Handles.Events Chef led promotions at Mall Kiosks & Prime Visiting Locations.News Apps Buying morning brief for Monday for 4 weeks.Social Media Marketing Facebook, Instagram, Selfie with B.BOOH Bill boards, Mupis, UnipoleRadio Top five Radio Channels Ex: Radio Mirchi, Big FMSponsoring Cookery Show Masterchef show where Chef instructs for 5 minutes on preparing cake

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Production / Sourcing Plan

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SourcingSource needed for bulk resources of local ingredients.

Source for importing other ingredients.

Packaging

Ingredients to be packed in proper Qty. as required.

Packaging to have fresh product.

Order process

Order receive via phone or online.

Technical support helps to fast processing.

Delivery

Fast Delivery to the customers.

Use of two wheelers with technology like GPS for efficiency.

StockingClean & dry storage necessary to keep stock fresh.Single storage point e.g. warehouse

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Launch Plan

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Launch Plan Pre-launchlaunchpost-launchSample Distribution

Analyzing Results

Preparation for launch

Malls Supermarket, Hypermarket

Nikita Gandhi - Publicity

Making available at retail stores.FM Radio

Tips to boost your health every morning.

Sponsoring

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IMC Campaign Plan Marketing Objectives:Brand Recall.Boosting up sales.Image Enhancement. IMC Tools:Broadcast media and Print Media( TV/Radio/Newspaper/Magazine)Out of Home Media (Billboard, Mupis)Social Media (Facebook, Instagram and YouTube)Point of Purchase (Standees)Word of Mouth

Public Relations : Events ( Tie up with NGO working for Environment)

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THANKYOU

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