First and foremost, there are only two players in the market;

Champion Oats and Blossom Oats.

The reasonable success of Oats cereals in South India highlights

the market potential of this product.

Suitable for the Indian market. It is affordable, has high nutritional

value and easy to cook as compared to the competitors product.

Good product quality and well developed processing machinery.

Vora and Co. went national on the very 1st year of their venture

unlike their competitor who took 3yrs.

The pattern and design of product packaging was quite similar to that of the competitor.

People management took a back stage as almost all the communication was handled via emails and no site visits were made to track the sales.

A combination of the direct costs and overhead costs amount resulted in loss on return on investment.

Even after process improvement sales had been irregular and averaged far below plant capacity.

Lack of market research: Lack of knowledge about the competitor's sales figures, competitor's market share and the new markets that can be exploited.

Poor distribution strategy: Lack of dedicated distribution channel. Inefficient man power dedicated to perform a holistic sales responsibility.

Restricted market to upper middle class and upper class because of the cost of imported product.

NO ADVERTISING: The company was unable to struck an emotional chord with its target audience.

Work force engaged in another project at least half the time.

Product:

Product quality is good. However, a new range of oat products can be introduced to attract a

wide consumer base. A slight change in it's packaging can also be made by introducing

smaller and larger capacity packages (e.g. 750 gms, 250 gms) for the initial phase and

marketing it both in existing and newer bases.

Price:

Increase product price by Rs.7- Rs.8 and reduce the sales commission by 2%.

Promotion:

Discounts on purchase of 2 or more tins.

Aggressive advertising using ATL and BTL .

Adopting 360 degree communication strategy.

Coming up with an Unique Selling Proposition and strengthening their value proposition.

Girl’s smiling picture can be replaced by the picture of a complete family to show that the

product is made for every single member of the family.

Distribution:

Streamline distribution channel

The agents should actually function as wholesalers.

Direct interaction with the agents.

Regular site visits and market surveys.

• Mansi • Shyam• Shaswati • Soumya• Omar• Vikalp• Samneen • Swati • Pragya• Suman