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Dr. D.Y.Patil Institute Of Management Studies
MARKETING MANAGEMENT
First Year – MBA Class
LAUNCHING OF A PRODUCT
Dr.Krishna
YUMMY NOODLES
Presented By
1. Prashanth Sowmithry.B (41)
2. Ashish Pandey (37)
3. Hemsh Pal (11)
4. Shaveta Miya (06)
5. Shalinee (19)
Easy to cook, Good to taste
INTRODUCTION
PRODUCT:- NOODLES
BRAND NAME:-YUMMY NOODLES
SECTOR:-FAST MOVING CONSUMER GOODS
COMPANY NAME:- YUMMY NOODLES PVT. LTD.
• Mission: - YUMMY mission is to hold number one or two positions in the market.
• Vision: - We will market the most appealing consumer goods and lead this sector
• Value: - Our core values will be Empathy, Integrity, Courage, Originality,
OUR COMPANYOUR COMPANY
• YUMMY customers ?
Popular and Sub- popular groups• Needs that YUMMY satisfy ?
Substitute for meals, Nutritious diet.• Product offered by YUMMY ?• NOODLES• YUMMY pricing strategy ?• Medium Strategy(price=value)
Fact File of YUMMYFact File of YUMMY
Yummy ResultCustomer Satisfaction, Profitability, survival and company image
Yummy Marketing Objectives
Yummy Marketing Strategies
Yummy’
Developing and Implementing Stage
Yummy Market Controls
Yummy Market Analysis
YUMMY Planning ProcessYUMMY Planning Process
SWOTSWOT
StrengthsTechnologies,Huge Market, Continuous market, Location, TQM,
Weakness
Entry barriers, substitutes,
Opportunity National & International Market ,
ThreatCompetitors, Change in External Environment, Imports
PENETRATION
• Current Market Size:- Approx. 100 cr
• Potential Market Size:- 41 mn
• Penetration = (( current market size)/ (Potential market size )) *100
• 100 00 00 000
41000000*.2*365*8*100 = 4.1764
Penetration ( Cont…)
• Penetration = 4.1764 %
• GAP = 100- 4.1764 = 95.8236 %
• This indicates that noodles have huge demand in the market
Maggi,
Top Ramen,
Nanking,
Yong- chong
And more than 150 local brands
CompetitorsCompetitors
• Maggi (200g) : - 20/-
• Top Ramens (200g):- 18/-
• Others (200g) : - 15/- to 18/-
• YUMMY (200g): - 8/-
Competition AnalysisCompetition Analysis
MARKET SHARE OF NOODLES
MAGGI:-43%
TOP RAMEN:-19%
OTHERS:-19%
The Four Ps
MarketingMix
Product
Price Place
Promotion
The Four CsThe Four Cs
CustomerSolution
CustomerCost
Communication
Convenience
NOODLES
MRP. 8/- Maharashtra
YUMMY Strategies
PRODUCT of YUMMYPRODUCT of YUMMY
• Product: - NOODLES
• Category: - Consumer goods – foods products.
• ?????????
Pricing Strategies
List Price
Discounts to customers
Allowances to employees
PRICING IN YUMMYPRICING IN YUMMY
YUMMY NOODLES
CONSUMERS
YUMMY NOODLES
RETAILERS
CONSUMERS
Direct Distribution Indirect Distribution
PLACEPLACE
Agents
Wholesalers
Promotional Mix
Advertising
Public Relations
Sales Promotion
Sales Force
DirectMarketing
Internet/E-commerce
PROMOTION in YUMMYPROMOTION in YUMMY
FeaturesContains Proteins, Carbohydrates, ???????
Benefits
Proper Diet with full nutrition.Substitute for Meal.Fast to Cook, Excellent to Taste,
AdvantagesHealthy and nutritious.
Product – FAB AnalysisProduct – FAB Analysis
Introduction
E.g..YUMMY
Growth
Maturity
Decline
Product Life CycleProduct Life Cycle
TIME
S
A
L
E
S E.g..OTHERS
E.g. MAGGI
• Distribution Channels
• Service Channel /Facilitators
• Communication Channel
Marketing ChannelsMarketing Channels
YUMMY
CONSUMERSE.g.. Hotels, canteens
YUMMY
RETAILERS
CONSUMERS
Direct Distribution Indirect Distribution
Distribution ChannelDistribution Channel
C & F AGENTS
WHOLESALERS
YUMMY C&F Agents Wholesalers
Retailers
Consumers
With 12% profit 12%
18%
20.12%
Commission Structure of YUMMYCommission Structure of YUMMY
MRP = 8/-
Price = 6.66 /-
Price = 5.6448Price = 5.04Price = 4.5
Service Channel/ FacilitatorsService Channel/ Facilitators
To carry transactions with potential customers/buyers includes
Transportation
Ware Houses
Banks
Others
Communication ChannelCommunication Channel
To deliver and receive messages a from target buyers, includes
Newspapers
PostersMail
Television Radio
Toll free Numbers
Personal Sources Personal Sources
Commercial SourcesCommercial Sources
Public SourcesPublic Sources
•Family, friends, neighbors•Most influential source of information
•Advertising, salespeople•Receives most information
from these sources
•Mass Media•Consumer-rating groups
Sources of PromotionSources of Promotion
• SALES 1620000
LESS
COGS (574700)• GROSS MARGIN 1045300
• OFFICE&ADMIN. (360000)• ADVT.&PRO (340000) • PROFIT 345300
YUMMY P&L ACCOUNT
Noodles comes in different pack size of 500gr(for institutional purpose),
200gr (Retail ), 100gr(Retail).
Packing and LabelingPacking and Labeling
• Nutrition that is required !
• Price That Fits Your Budget
Positioning & USP Positioning & USP
Nutrition Information of Yummy Noodles(per pack)
• Energy: - 796 Kcal
• Carbohydrate:- 122g
• Protein :- 14g
• Fat:- 28g
• Calcium:- 48mg
• Iron:- 4mg
• Country Noodles• 1. 3 cups (6 oz.) YUMMY noodles, uncooked
2. 1/2 lb. (8 oz.) Pasteurized Prepared Cheese Product, cut up3. 1 pkg. (16 oz.) frozen vegetable blend, thawed, drained4. 1 can (6 oz.) drained, flaked5. 1/4 tsp. black pepper
• BRING 1-1/2 cups water to boil in medium saucepan. Stir in noodles. Reduce heat to medium-low; cover. Simmer 8 to 10 minutes or until noodles are tender. Do not drain.
ADD prepared cheese product, vegetables and pepper; cook until prepared cheese product is melted and mixture is heated through, stirring occasionally.
RecipeRecipe