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Problem Statement
What Quality Standard should FIL follow while launching new Ghee
in India, so as to maximize the market potential?
Since there exist thee branded players in the market which satisfies
codex standards, if FIL are going to compete in the quality aspect, it
needs to be adhering to the existing best competition's standards.
Looking at the sensory data for those brands that satisfies codex
standards, it was evident that none of them score well with the
sensory character of texture. This was the logic behind creating this
alternative.
Criteria of evaluation
Analysis of Options
Criteria - 2
Since our target is the urban consumer, he/she will be able to
appreciate the quality and favorable texture. "Highly Favorable"
Criteria - 3
FIL will be a notch above most of its competition and on par with 3
of the existing brands. "Highly Favorable"
Criteria - 2
Customer is not very keen on analytical attributes, but the sensory
ones. "Highly Favorable"
Criteria - 3
Since FIL will be adhering to all legal standards of India, "Highly
Favorable"
Criteria - 4
No specific and unique message to be communicated to the
customer. Texture may attract some customers, but highly unlikely
to drive business on its own. "Not Favorable"
Criteria - 2
Since, India being a price conscious market, customers will accept.
"Highly Favorable"
Criteria - 3
Since FIL will be adhering to all legal standards of India, "Highly
Favorable"
Criteria - 4
Price will be the main message to the customers. But, for urban
customers, quality also matters. Hence "Moderately Favorable"
Recommendation
Moderately
Option - 3 Not Favorable Highly Favorable Highly Favorable
Favorable