GREEN FOODSCase study

Submitted By:Sujit KumarRipudaman SinghAbhishek Sahu

Submitted To:Proff. Pragya Keshari

Summary• Green Foods Ltd.was one of the six major processed food manufacturers

marketing bread spreads in India. It has Rs300crores market in retail sector and growing at rate of 7%.

• Nishan is the brand of Green Food Ltd. Which is introduced in 1970 and it has 7-9% share of market

• Nishan comes with new strategy in1990 -natural goodness of fruits.• In 1992-93 company facing declination in its market share.

• Three marketing options were considered by company executives as they assessed how to improve Nishan sales performance-

1) Larger Marketing expenditure2) Adjusting brand’s marketing mix3) Developing more compelling advertising approach

• Executives believed third option to be mostefficient method

• Focus group interviews conducted with consumers to evaluate the relative effectiveness of seven alternative copy approaches making direct comparisons between Nishan and the other jams

• All seven approaches are presented in exhibit-1• In exhibit-1 the interview results indicated that a comparative listing of

vitamin levels of Nishan and fresh fruits created the greatest impact and the greatest positive attitude change in nishans favor.

Copy strategy summarized –Exhibit 2

• Natural goodness of vitamins and minerals found in fresh fruits.• Nourishing breakfast food.• Specifically aim to create Superioriority to other jams in terms of

freshness and nourishment.• Direct comparisons of vitamin/mineral content level with other brand.

3 different advertising approach copy tested. Description given in

exhibit 3• 3 executions prepared costing to Rs 60000.• Each execution tested among 200-300 and primary competitors.

• Laboratory advertisement scored highest in copy test, with strong results among women.

Risk involved• Direct comparison may not go well with audience who considered

packaged foods as convenient rather than nutritious.• Testimony from doctors could lead to distinct positioning which might

lead to reduction in sales.

SWOT• Strength :1) Green Foods Ltd. one of the six major processed marketing bread spreads

in India.2) Nishan’s marketing strategy based on unique product characteristics.

• Weakness:1) Failed to communicate Nishan’s nutritive value.2) Volume losses due to shifts to more “exotic” tastes.

• Opportunity :1) Green Foods Ltd. Can concentrate more on their new products like

cheese-spread and margarine.

• Threat :1) Competition could diminish Nishan’s existence in the market.

Ans a)• The overall market for bread-spread sales were about Rs. 300 crores and

was growing at 7% annually.• According to consumer image perception, Butter was the first choice as

bread-spread.• About 60 brands/variations on the market• Nishan’s market share fluctuated between 7-9%.

• No substantial increase in Nishan’s market share• During 1992-1993 accelerating erosion in Nishan’s market share. This was also the reason why Green Foods Limited took action on Nishan. This action is not premature but, delayed because the brand has only between 7-9% market. During 23 years Nishan’s market share didn’t increase substantially.

Ans b)• The chosen messsage strategy was to show comperative listing of

vitamin/minerals levels of Nishan and the stress on fact that only Nishan has the vitamins and minerals of a fresh fruit intact.

If we compare this message with other alternatives we will find that it is the only message which communicates Nishan’s vitamin nutrition value which was considered to be a definite product attribute.

Ans c)• I would go with laboratory advertisement as it incorporated a very direct

and dramatic comparison between Nishan and fresh fruit on vitamin/mineral content.

• Other reason is that there is a general conception that a doctor always looks out for the best for their patients. On the same lines people will consider laboratory advertisement as genuine and the nutrition value accurate by the purchaser.

Ans d)• If I am a competitor of Nisan, I came with new approach with my product

twist jam.• Nisan focus only children's I will target whole family. • I use tag line for my jam “twist jam is family jam” take your breakfast with

your family with twist jam.• In my advertisement, I will show a family enjoying their breakfast with

twist jam. Twist jam is the reason of their healthy family because it has minerals and vitamin in it. this thing create a good image.

• I will use both pre-testing and post testing method for best result for my ad.

Thank you