Tentative Project Outline

Project Brief:
Opportunity mapping for MFD in terms of White and Brown Malted Food
Drinks

Key points requiring understanding:

A). MFD Landscape understanding and market study (special focus on the
eastern markets)
B). Understanding brands and their presence across White and Brown MFD
(major focus on Horlicks for white and Bournvita for Brown)
C). Mapping consumer preferences for White vs. Brown MFDs and the
associated consumer age group
D). Studying the competitions SKUs in circulation (Horlicks + Bournvita)
along with their pricing and kind of packing used (unit size; packing type
etc.)
E). Detailed information on the margin structure of the competition.
F). Analyze various BTL schemes in place by the competition and assess their
impact
G). Collate data for 1 year Media spend on promotions
H). Assess the strengths of the competition across geographies, their
preferred launch markets and the preferred market for launch of the
intended Nestle product.