MARKET STRATEGY FOR LAUNCHING NEW

BRAND OF ATTA AND ITS MARKET STRATEGY

Presented by:
Dipika Singh DebAsmita Firoz Vijaya

BRIEF OVERVIEW

SURVEY: AVAILABLE BRANDS IN MARKET MARKET POSITION OF THESE BRANDS

PLACE WHERE SURVEY DONE: RASH BEHARI GARIA TOLLYGUNJ PRINCE ANWER SAHA

QUESTIONNAIRE FOR SHOPKEEPERS

What brands of Atta are available in your shops? [ ] Aashirwad [ ] Shaktibhog [ ] Pillsbury [ ] Ganesh Most selling Brand of atta: [ ] Aashirwad [ ] Shaktibhog [ ] Ganesh Why most of the customer prefers the particular brand? [ ] Price [ ] Quality [ ] Self-satisfaction Most selling atta pack(kg). [ ] 1-5 [ ] 5.1-10 [ ] 10.1-15 Rank the following brands of Atta according to their demand in market. [ ] Ganesh [ ] Aashirwad [ ] Pillsbury [ ] Shaktibhog

ANALYSIS AND EXECUTION OF DATA COLLECTED- SHOPKEEPERS POINT OF VIEW

Market Share of branded Atta

120% 100% 80% 60% 40% 20% 0% Garia others shaktibhog Ganesh Aashirwad 13% 11% 35% 41% Perentage

Prine Anwar shah 12% 16% 35% 37%

Rashbehar i 6% 22% 34% 38%

Tollygunj 12% 19% 37% 32%

FACTORS AFFECTING THE PREFERENCE OF

CUSTOMER ACCORDING TO SHOPKEEPERS POINT OF VIEW:
80% 70% 60% 50% 40% 30% 20% Quality Price Self-satisfaction

10%
0%

MOST SELLING QUANTITY OF ATTA

Sales

6% 25% 1kg-5kg 5kg-10kg Above 10 kg

69%

RANK OF BRANDS OF ATTA:

Garia Aashirwad Prience Anwar shah Aashirwad Rashbehari Aashirwad Tollygunj Ganesh

Ganesh

Ganesh

Ganesh

Aashirwad

Shaktibhog

Shaktibhog

Shaktibhog

Shaktibhog

Others ( Mukti atta)

Others

Others

Others

QUESTIONNAIRE FOR CUSTOMERS

Occupation: [ ] businessmen [ ] Service [ ] Student [ ] Housewife Annual Family income: (in lacs) [ ] 2-4 [ ] 4.1-6 [ ] 6.1-8 [ ] 8.1- Above Which Atta do you use? [ ] Branded readymade [ ] Chakki Atta If not branded, then why? [ ] Not available [ ] Price factor [ ] No self satisfaction

CONTINUED:
If you use branded then which one? [ ] Aashirwad [ ]Ganesh [ ] Shaktibhog [ ] Others Which feature of your brand attracts you the most? [ ] Price [ ] Quality [ ] Brand Are you satisfied with your product? [ ] Yes [ ] No If any new brand of Atta comes in market would you like to shift your brand? [ ] Yes [ ] No

ANALYSIS AND EXECUTION OF DATA COLLECTED

Preference of the customers

25%

75%

BRANDED CHAKKI ATTA

MARKET SHARE OF BRANDED ATTA

Preference of brand
Percentage of brand 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Garia Aashirwad Ganesh Shaktibhog Others 38% 35% 17% 10%

Prince Anwar Shah 37% 35% 16% 12%

Rashbehar i
41% 35% 11% 13%

Tollygunj 31% 38% 19% 12%

ARE PEOPLE SATISFIED WITH THEIR CURRENT

PREFERENCE
ARE THE CONSUMERS SATISFIED WITH THE PRODUCT
YES NO

20%

80%

IF A NEW BRAND IS INTRODUCED IN MARKET WILL IT BE ACCEPTED BY CUSTOMERS:

PREFERENCE FOR NEW BRAND
YES NO CAN'T SAY

5%

15%

80%

CONCLUSION FROM THE DATA COLLECTED

75% prefer branded and 25% Chakki Aashirwad is the market leader among branded Atta. Aashirwad and Ganesh atta is having Cut-throat competition. Quality and self satisfaction plays greater role than price. Majority of customers are satisfied with their product and dont want to shift to any new brand. So, there will be very difficulty in creating position of our new atta brand among top players.

CHANNEL OF DISTRIBUTION:
Manufacturer

CNF AGENT

CNF AGENT

Retailer

Retailer

Retailer

Retailer

OUR PRICING STRATEGY FOR NEW ATTA BRAND

Buying Wheat at Rs. 9 from the farmer directly. Transport cost: 50 paisa per kg Production Charges: Rs1 per kg Packaging: Rs. 2.50 per packet Carrying and storage: Rs.1 per kg Other Costs: Rs. 2 (risks, miscellaneous) Total cost: Rs.16 Add: Retailer commission: Rs. 4 (16%) Profit Margin: Rs. 2 Per kg Selling Price: Rs 22 per kg

MARKETING STRATEGY:
Offering high profit margin to retailers since they are the people who push the product to the consumers. Affordable prices catering to the middle class family. Direct selling/ tie ups with PGs and hostels.

POSITIONING:

The products will be sold in some of the shops we visited The price for 1kg of atta will be Rs 22 The name of the product will be SWADAHAR Selling will be mainly targeting the Kolkata market. The product will be placed at low cost branded atta market