The Sophists

Sr.No Participant Name E-Mail ID Phone No

1 Varun G Maldakal rajvarun88@gmail.com 8420924494

2 Vijay Singh Bhadoria Bhadoria.vijay17@gmail.com 8442829520

Delight

Health

Kids

Milk Delight Glucose Delight

Orange Glucose

Mango Glucose

Adult

Marie Delight

Oats Delight

Fibre Delight

On The Move

Snacking & Munching

Namkini Cheesy

Bites

1-2-ka-4

Freshly Baked

Kesar Pista

Fruit Biscuits

Choco -Cashew

Cream Delight

Orange

Chocolate

Pineapple

Butterscotch

Elaichi

Fondness

DryFruit Masti

Creamy Fills

Chocolate Strawberry Blueberry

Product Portfolio Plan- Lovely Bytes Private Ltd

• Description of new Products

Glucose •Two new variants-Orange & Mango Flavored to entertain kids

Adult Nutrition •Two new variants in this category based on Oats & Fiber

catering to health conscious adults

Snacking & Munching

•Cheese based namkeen(salted) biscuits which can be consumed on the go or with tea/coffee

•1-2-ka-4 will offer the consumers an assorted packet of biscuits containing a blend of sweet, salted, chilly, and jeera biscuits making it a perfect snacking partner

Cream Delight •Two more variants-Butter scotch and elaichi(cardamom) to

serve the contemporary appetite

Freshly Baked

•To surprise every taste bud Delight will introduce this category to tap every individual with an appetite for Yummy & Tasty bakery biscuits

•3 variants- Kesar Pista, Fruit Biscuits, and Choco-Cashew

Dryfruit Masti •To celebrate the fondness for dry fruits a pack of cookies

containing kaju , badam, and pista

Creamy Fills •For a mesmerizing experience this category will provide

pure cream fills in the most loved flavors – Chocolate, Strawberry, and Blueberry

Brand Elements

Name

Jingle

Mascot

Theme

TagLine

Logo

Descriptive for umbrella

brand Delight

Suggestive for products –

Dryfruit masti , 1-2-ka-4

Happiness will be the theme for every

communication from the

company for any product

Even in packaging this will be given consideration

Strategic Launch The product will be launched before the festive season of Diwali & Eid. It will be made available in gift packs containing an assortment of best of the cookies to leverage upon the target audience’s shopping spree during the season

To revive the brand and capture the minds of

consumers across the target segment(kids to adult)

Brand Elements

Dedicated shelf will be maintained at the retail outlets to increase the

visibility and also create a premium brand image

Initiatives

Margin-Volume Tradeoff

Low margin High Volume

Glucose Cream Milk Marie

High Margin Low Volume

Freshly Baked Creamy Fills Dry fruit Masti

• Priced at below Rs.100 a kg are in the economy segment • Priced at Rs.100-150 per kg are in the middle segment • Priced at Rs.125-150 per kg fall in the premium category • Priced above Rs.150 a kg are in the super-premium segment Based on these industry figures,

Freshly Baked should be priced at Rs.20 per 100gm

Creamy fills should be priced at Rs.18 per 100gm

Dry fruit masti should be priced at Rs.15 per 100gm

Cream delight should be priced at Rs.6 for 60gm and Rs.9 for 90gm

Marie delight should be priced at Rs.13 for 130gm

Glucose Delight should be priced at Rs.5 for 45gm, Rs.7 for 65gm and Rs.14 for 135gm

Milk Delight should be priced at Rs.5 for 45gm, Rs.7 for 65gm

Pricing Strategy

Warehouse

Distribution Network for the Expansion of LBPL to cater Tier 1,2, & 3 markets

Elaborate Distribution Plan

Stockist will majorly cater to the distribution centers which are setup specifically for rural markets-both direct and indirect

Location for warehouses across India have been strategically chosen in tier 1 & tier 2 cities so as to cater to the wholesalers and distribution center • Mumbai(Maharashtra) • Kolkata(West Bengal) • Nagpur(Maharashtra) • Jaipur(Rajasthan) • Chandigarh(Punjab) • Lucknow(U.P) • Bangalore(Karnataka)

For transport optimization each warehouse will supply materials to centers within 600km radius so as to reap maximum benefits from GST(Goods and Service Tax) Implementation in coming years http://www.britannia.co.in/Analyst_

Presentation_21_02_11.pdf

Radio

•Frequent ads in FM at peak radio traffic hours

•Ads in AM to cater to the rural market

TV

•Creative commercials which are family oriented and propose value

•Brand endorsement by a popular figure

Web

•Launch of a standalone website

•Product promotion on social media websites

Radio Slots Timings Rate/10sec

Prime Time 7.00am-8.00am Rs.5000

Super Prime Time 8.00am-11.00am Rs.7000-Rs.8000

Other Slots 10.00pm-7.00am Rs.4000

When an important campaign is to be launched, it is better if one or two popular radio stations are chosen by striking a deal for high frequency. By adopting this strategy you can reach approximately 93% of the radio audience

NON Conventional Intensive enquiry about ‘Delight’ products at

retail outlets by LBPL sales force will induce the retailers in purchasing the products

http://business.outlookindia.com/printarticle.aspx?266389 http://www.tamindia.com/tamindia/Images/RAM_Baseline_Study_Universe_Update_2011.pdf

CONVENTIONAL Brand visibility can be increased by setting up kiosks

at railways stations and other high density places. Advertisement through eye catchy hoardings can be

another option

11655

16674

8740

13583

5274

6050

16321

18523

Mumbai Delhi Bangalore Kolkata

Population in ‘000

FM penetration Total population

Cost of customer acquisition per day • Expenditure on radio

ads=4*[2*5000+4(7000)+2*4000]=Rs.184k 4 cities broadcasting 2 ads @ primetime,3 ads @ super prime time and 2 ads @ other time • Total FM penetration in the 4

cities=11655k+16321k+5274k+8740k=41990k • People listening to radio =

0.93(41990k)=39050.7k • Assuming that 10% of the radio listening

population buys=3905070 • Cost spent on acquiring a customer is 4.7 paise

approx

Legend

Communication Channel