CORNSTARCH BAGS

BYAkshat Sinha 13A3HP030

Sarang Laxman Sorte 13A3HP013

Sushant Arora 13A3HP044

Pragati Sureka 13A3HP048

Vikrant Gosain 13A3HP047

SEGMENTATION

STAND ALONE STORES

UNORGANIZED SECTOR

ORAGANIZED RETAIL

• Sorted out corporate retailing is currently the quickest developing portion.

• Grocery store chains have multiplied in numerous neighbourhoods for instance Spencer’s, Reliance Fresh, Food Bazaar

• This area embodies the legislature oversaw Kendriya Bhandar neighbourhood stores and Mother Dairy Fruit and Vegetable outlets.

• Small stand-alone stores, typically owned by a single proprietor and usually located in demarcated market centres.

• Almost all these stores provided plastic bags free of charge.

• The thickness of these bags varied significantly with the type of product sold.

• Small grocery shops and fruit and vegetable vendors

• The third sector is completely unregulated.

• It consists of mobile vendors and also weekly evening markets or haats with temporary stalls selling fruits, vegetables, spices and a variety of other goods.

• These weekly markets usually service many Delhi slums, as well as some middle-class neighbourhoods.

• The plastic bags used by these vendors are ultra-thin, usually coloured)

TARGETING

Organized Retail

• Price insensitive• Government regulations already imposed towards the use

of plastic bag.• Corn Starch bags can have a deep penetration in such

segments because of the nature of it durability and social beneficial. Adding a flavour of cause marketing to this segments.

Stand Alone Stores

• Price sensitive• Flexible distribution system -highly spread-out market

segment. • The stand alone stores as well as the customers of such

stores have to be educated about the benefits of corn starch bags

Unregulated Segments

• The market is driven by non-licensed vendors and the consumer behaviour towards this segments can only be touched through CSR initiatives (Swacch Bharat Abhiyaan).

POSITIONING

Corn Starch Bags

Rural and Semi Urban

Cheapest, highly accessible and social

connect for well being.

Cost-effective, Easy accessible, Stronger than plastic bags and reusable

Urban

Innovative, Social, Hip, Responsible and visual

delight.

POSITIONING- Brand Mantra & Logo

BECORNDON’T BE PLASTIC

PRODUCT STRATEGY

Shopping

Creative Shopping

Bags

Store Branded Bags

Carry

Small Packs Home Bags

Fashion Bags

Fashion Every Second

PRICING STRATEGY

Shopping

Creative Shopping

Bags

Store Branded Bags

Carry

Small Packs Home Bags

Fashion Bags

Fashion Every Second

Premium PricingRs. 200

Market Oriented PricingRs. 10

Market Oriented PricingRs. 10

Market Oriented PricingRs. 20

Premium PricingRs. 40

PLACE STRATEGY

• Plastic Bags are Banned in Indian Cities that open up the markets for other bio degradable bags• Based on the occupancy cost, location of competitors,

closeness to target markets and the exposure needed to business, the business can be set up in pocket cities around tier one and two cities.• Cities in focus are:

Mumbai Kawar  Tirumala  Vasco  Rajasthan Delhi

PROMOTION STRATEGY in Brief

• Since Corn starch bags are targeting retailers and stand-alone shops the promotion mix will be focused majorly on direct marketing strategies.• The other strategies to be utilized are• Personal Selling• Sales Promotion• Public Relation• Corporate Image

1 Year Promotional Timeline for Brand Building

The 1 year timeline for the brand building was divided into following phases:

Pre-Launch Stage – January to March

Launch Stage – 5th of June i.e. World’s Environment Day

Post-Launch Stage – Mid of June till December end

Pre-launch promotional activitiesJa

nu

ary

Curiosity Development through Informative TVC

Feb

ruary

-A

pri

lGetting Opinion/Expert Leaders for Discussion

Feb

ruary

- A

pri

l

Discussions on various Online platforms

Ap

ril -

May

Curiosity development through Print Media

May

Putting up Hoardings

Launch stage promotional activities

Launch the product on World’s Environment Day on 5th of June

Turn Product Launch into an Event with Huge Media Coverage & Online Streaming

Lunch the products in Retail Stores - Big Bazar, Shopper’s Stop, Pantaloons, Walmart’s Best Price, Spencer Retail, More etc.

Giving free corn starch bags to the customers on the day of Launch

Free delivery through Online Stores like Big-Basket

1

2

3

4

5

Post-launch promotional activities

En

tire

Peri

od

Mid

Ju

ne

En

tire

peri

od

Mid

Ju

ne

En

tire

Peri

od

TVC of the Product Print

Advertisement Discussi

ons by experts Online

Discussions

Giving demos to new period and feedback from existing customers

CREATING BRAND AWARENESS

Creating a documentary and spreading it online through social media and websites.

Tying up with municipal corporation and garbage collection authorities.

Building up awareness through the “Swacch Bharat Abhiyaan” initiated by the government.

Tying up with big and medium-sized companies and motivating them to promote it as a part of their CSR activities.Creating awareness through various pre-launch and launch promotion activities.

BUILDING BRAND IMAGE

Highlighting the benefits of the product over plastic bags.

Positioning the bag clearly in the minds of the consumers.

Showing some testimonials of consumers using and benefitting from these bags.

Conveying the advancement and enhancement in the environment occurred because of the use of such bags.

Highlighting the use of corn starch bags by big multinational and domestic companies for the reduction of pollution.

THANKYOU