-the fun way to health..

PREPARED AND SUBMITTED BY-: AISHWARYA .Y. AKHILADESHWARI.S. ANEESH APARNA.B APARNA.N ARNOLD

 HYPOTHETICAL

START-UP STARTED UP BY TWO ENTERPRENUERS , A NUTRITIONALIST AND CARDIOLOGIST. FOUND NECESSITY TO PRODUCE PALATABLE AND NUTRTIOUS HEALTH PRODUCTS TO THE CUSTOMERS. STARTED IN MUMBAI. OPERATING AT PRESENT IN METROS AND WELL KNOWN TOWNS . PLANS TO EXPAND NATIONALLY AND INTERNATIONALLY

To provide a healthy way of living to all at an affordable price and to tickle the taste buds of the consumers in a nutritious way

A business is able to flourish in this complex dynamic environment only after a continuous analysis of the various factor that affect its functioning. Lets analyze using the 4C framework Customers Competitors Company Context

Customers-: All those customers who want to be healthy want to look young and get rid of their health issues( from the teenagers to the elders individuals ) Competitors-: Major established brand in the field of nutritious dietary products like granula, horlicks, soy protein, sattva, Amway. All of these companies have captured international markets, thus giving a tough competition to health is wealth pvt ltd. The competitive advantage lies in continuous supply of organic raw materials , reasonable costs of products and efficient operations through TQM.

 Company-:

Partnership with an initial investment of 100 lakhs. Two entrepreneursmanagement and business operations, already own an FMCG company .Nutritionist and doctor are working on a project for past 3 years to give customers a healthy lifestyle. The two experts in the field of health and nutrition have over 15 yrs. of experience and have been successful in formulating products for specific health type. Manufacturing 5 days a week customer service and product improvement is 24/7

 Context-:Globalization

and change in lifestyle of people . Increase in purchasing power . Dynamic and outgoing women heavily affected by stress and lack of nutrition. Obesity and early burn out syndrome .Need for people to revamp their lifestyle and for people to take care of their degenerating health and habits

OPPORTUNITIES-: Increasing health awareness among people. Approval of health experts and nutritionist on benefits associated with products. Information explosion and online ordering and purchasing. Lack of time and need for healthy lifestyle. Access to quality raw materials by owing fields and special contracts with farmers.

THREATS-: Various well known competitors looking to launch improved products on similar lines. Increase in competition leading to increased costs in long run and need for continuous product improvement Need for setting up more professional R and D.

 Achieve

at least 50 % market share in the first year with aggressive pricing Achieve a growth rate of 30% annually. Maximize wealth of company through differentiated products and customer satisfaction To achieve a brand name synonymous with healthy diet food in minds of all health conscious customers by delivering a total value enriched products.

 To

restore and maintain health to customers with intense customer focus and product benefit communication(efficient delivery of value) More focused on customer satisfaction in comparison to maximizing profit

 An

entire group of health conscious customers.

 Health

is wealth pvt ltd products will be positioned as an exciting brand , the latest inclusion in nutritious healthy tasty and appetizing food products Its tag line being The fun way to health

 Products-:

Protein breakfast bars, nutritious health drinks, low calorie and low fat beverages fiber filled mid meal snack cookies. All available in a variety of flavors and different pack sizes. Price-:Penetrative pricing to initially capture the market. Reasonable price at the company owned outlets( price just covering the cost) and a little higher price at other retail outlets. Minimal price for small samples of all products.

 Place-:Availability

of entire range of products at company owned stores in major metros and at all major retail outlets in other cities and towns. Outsourced logistic functions to enable efficient replenishment of stock which is held at retail stores on consignment basis

Promotion-:Advertisement through broadcast media and internet. Distribution of free samples at selected retail outlets , hospitals , health clinics and medical stores , attractive window displays at retail outlets and medical stores Equipping the salesmen to communicate the product benefits to large retailers, doctors and nutritionist

Health is wealth private limited have a bi weekly review process and monthly submission of reports by the sales heads at various regions. Expenses reports Consumer feedback reports Sales targets achievement reports Region wise revenue report Quality audit report Retailers response report

 The

board of directors are made up of the 4 partners, the 2 entrepreneurs who handle the entire operations and the other 2 health professionals who look into the research and development and customer needs and benefits. Under them each major region is headed by a regional sales manager who has various divisional product managers to take care of each product performance

Health is wealth pvt ltd is expecting a fierce competition by the time the product reaches its growth phase, procurement of finance for investing in R&D to enable continuous product improvement is being looked into seriously. Prospects of diversifying into a few more products to suit domestic as well as international markets. Launching sales in the rural parts based on the success and response of urban customers is being looked into. Achieving economies of scale by increasing sale through various aggressive selling strategies.