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Published by Anisa_Rao
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Published by: Anisa_Rao on Aug 26, 2011
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06/07/2014

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S.T.P. of PACKED FOOD
[MARKERING MANAGEMENT]
 
 2
S.T.P. of Packed Food
Introduction to Packed Food Market:
The size of the packaged food market in India is estimated at $10 billion and is expected toreach $20 billion by 2014, while the share of packaged food in the food and grocery marketis expected to touch 5 per cent by the same time. Factors that have fuelled this industrysgrowth are the arrival of food multinationals, rising popularity of quick-service restaurants,modern retail trade, technological advancement, changing urban lifestyles and so on.Some key players in this market are Hindustan Unilever (tea, instant coffee, biscuits, pulsesand instant beverages), Nestle (instant coffee, milk and milk products and ready-to-eatfoods), PepsiCo (aerated drinks, fruit juices, cereals and snacks) and Haldirams (sweets,namkeens, syrups, crushes and snacks).
Segmentation, Targeting and Positioning (STP):
Segmentation:
Dividing up the market into distinctive groups.
Targeting:
Selecting a segment to target.
Positioning:
Developing a marketing strategy which positions the production relation torivals in order to appeal to target segment.
 
 3
CHOCOLATES
Cadbury
:
Cadbury India is a fully owned subsidy of Kraft Foods Inc. The combination of Kraft Foodsand Cadbury creates a global powerhouse in snacks, confectionery and quick meals. We arecurrently the world's No.1 confectionery and biscuit company. We are also the worldssecond-largest food company with sales in approximately 160 countries. We employapproximately 140,000 people.With an incredible brand portfolio, we contrive to make a delicious difference, today andevery day.Cadbury's Chocolates: Dairy Milk, 5 Star, Caramels, Crunchy Nut Butterscotch, MickeyDonald Wonders Tiffin, Almond Magic, Gems, Perk, Perk Lime 'N' Lemon
 
Segmentation:
y
 
Geographic segment.
y
 
Impulse segment.
y
 
Gift segment (Purchased to gift someone).
Targeting:
y
 
The prospective customers of Cadbury Dairy Milk have changed from kids to adults-including every family member to celebrate any occasion with Dairy Milk.
Positioning:
y
 
Spontaneous, carefree, special and real moments.
y
 
Special occasions.
y
 
Start your work with Cadbury Dairy Milk i.e.
shubh aarambh.
 
y
 
Kuch Meetha ho jaye 
(The brand want itself to be synonymous with Sweet).
Nestlé:
After nearly a century-old association with the country, today, Nestlé India has presenceacross India with 7 manufacturing facilities and 4 branch offices spread across the region.Nestlé Indias first production facility, set up in 1961 at Moga (Punjab), was followed soonafter by its second plant, set up at Choladi (Tamil Nadu), in 1967. Consequently, Nestlé Indiaset up factories in Nanjangud (Karnataka), in 1989, and Samalkha (Haryana), in 1993. Thiswas succeeded by the commissioning of two more factories - at Ponda and Bicholim, Goa, in

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