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swagruha

swagruha

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Published by Aditya Mishra

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Published by: Aditya Mishra on Oct 22, 2012
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10/22/2012

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MARKETING MANAGEMEMT

SUBMITTED BY GROUP 5 PINKI KUMARI SUSHMA MANJUNATH NAYAK ADITYA P. SHENOY RADHA KRISHNA RAJ TILAK SHETTY

FACTS OF THE CASE
• Swagruha foods was started by middle class working individuals, as a family business • They named it as “Swagruha “which means our home. The name reflected the motive of the promoters. • Quality was the prime concern. This they ensured by getting all the work done manually and monitoring the production process.

Growing phase
• A careful market study and market analysis was done through direct survey. • Variety in sweets were introduced on the basis of demands which were based on season ,festival and occasion. • Change in customer’s preferences was taken care of as with the increase of purchasing power, customer demanded expensive addition to the product. • Care was taken for the convenience of the target customer, women and children

Growing Phase
• Customer complains about monotony was resolved by request of trying other product and give a break to their regular products. • Swagruha has already earned a brand image which was possible because of production of variety of products in small volume . • Customer trust and loyalty was the main reason of success. • Heterogeneity of the product was a prime concern as they brought variety and innovation in the product but maintained the standard.

Selection of Advertisement channel
• Very careful in selection of advertisement channel. • They started with local newspaper, local cable TV channels. • With the growth of business they also advertised online .

Sales
• They built a strategic relationship with their suppliers and customer ,all purchasing and selling were done on cash. • Eighty percent sale was done to walk in customer and the business saw a huge sale .

• Net profit generated before tax was 600000(30%)
• Constant increase in revenue generation. Increase of 19 million from 1991 to 2007.

Challenges and problems
• The main problem faced by the company is 1. Labor 2. Location of the outlet LABOUR : • Getting the labor – (managerial) who would help in infusing ideas to the company which was the most difficult task. • Location of the outlet :centralized location model having relationship with quality • Sales would have increased if the family would have compromised on quality.

COMPETITION
• Was facing huge competition from “Haldiram” , a better player in market. • “Haldiram “used machine to get huge volume of production and reduce cost of production. • Faced competition from new emerging rivals who imitated the product and brand name.

Future prospects
• Had enough profit generated so can go for Expansion, however quality should be still be the prime concern • Can open stores in cities like Hyderabad as Swagruha as a brand has already gained popularity as a quality. This could be utilized. • They can launch new products like ice-creams targeting Children and youth as new product would be easily publicized. • To break the monotony , they could change the packaging and also ensure more freshness(CFTRI could be contacted).

Future prospects
• Must take care of new emerging competitors by ensuring that the patent of their products are not violated. • They have already targeted and is performing good with walk in customer so they should now concentrate on taking bulk order from super bazaars.(20%). • They are already doing a small percentage of sale to NRI customer through online shopping channel. • This could globalize their business by opening stores in other countries.

THANK YOU

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