itched on Our

Walkmans to Groove to the

Put Up our Sporting Gears &

Enjoyed Kabad

ow We Are Tired and Hungry ,so its time

Hunger ki Bajao

Company profile
Year Established:1996
BRAND/TRADENAMES : CHING'S and SMITH & JONES

Board of Directors : Ajay Gupta ,Sanjeev Kapoor(after acquisition of all his

brands by capital foods)

Authentic food ingredients for Chinese, Thai, Italian, Indian and European cuisine
Mfg. Processed foods for various global brands( Private Label Business)
Manufacturing Facility in Nashik,Kandla and Vapi

Specialized production lines : Canning lines, Freezing Line,Spring Roll Sheet making
Wet Line, Baking Line etc
Packaged Food cooked by Master Chefs and sophisticated packing

Product Mix

Product Categories : Ready to Eat, Ready

to Cook =2
Width: Product mix lines = 16 lines Wide
Length: Total mix = 57, Avg length =
57/16= Approx 3

Private labels
Manufacture Processed foods for various
companies Worldwide
Some private label products
microwaveable pouched products, frozen
entrees, samosas,naan breads and paranthas

Price
Pricing Approach: Competitive / Penetration ( S n J and Chings ) ,
Premium (some chings products)
Pricing Strategy : Discriminatory Pricing / Usage Pricing,Premium Pricing
Smith&Jones:

Sauce(200gm = Rs.34, 500gm = 74, 1kg =Rs.110)

Noodles( 300gm=Rs. 30 )

Chings Chinese:

Noodles ( 75 gm = Rs. 15, 300gm= Rs. 60)

Soup ( 30gm =Rs 25, 50gm = Rs 45)

Pad Thai Noodles (130gm = Rs 115)

Oyster Sauce ( 200gm = Rs120)

Pricing Strategy Matrix

PRICE
High
High
QUALIT
Y

Medium

Low

Medium

Low

Place
Availability, Visibility

Manufacturer

Intensive distribution
Channel Intermediaries:

C&F

3 Mfg.units Maharashtra
& Gujarat

Stockist

More than 900 C&F agents

Distribution across 250 cities

Retailer

Reach to 400,000 Kirana Stores

Consumer

Promotion
ATL: TV advertising, OOH Advertising
BTL: Sales Promotion, Sponsorship
Digital Media : Twitter, Youtube , Facebook

ATL and BTL Example

Warfare Strategy
Flank Attack:

Indian Chinese cuisine (Chinese soup, Noodle with

variety of flavours)
Bypass Attack

Chings paste, Chinese Sauce, Chinese Masalas , Chings Frozen

Entrees

Smith and Jones into Noodles,Pastes,Sauces, Chutney ,Coconut

powder

Private Label business of processed foods for various brands

References
http://
www.business-standard.com/article/companies/capital-foods-tobuy-all-sanjeev-kapoor-brands-110021200040_1.html
http://www.capitalfoods.co.in/about.html
http://www.chingssecret.com/our%20story.html
http://www.smith-n-jones.com/aboutus.html