Market|ng |an Cut||ne

LxecuLlve Summary
2 @e Callenge
3 SlLuaLlon Analysls
a Company
b CusLomer
c CompeLlLor
d CollaboraLors
e CllmaLe
f SWC@
4 ,arkeL SegmenLaLlon
3 AlLernaLlve ,arkeLlng SLraLegles
6 SelecLed ,arkeLlng SLraLegy
a 4s
7 SorL Long Lerm pro[ecLlons
8 Concluslon

















CnMe]|es Care] Dabba]Lunch In a b
Executive Summary
A high-IeveI summary of the marketing pIan.
e Callenge
Indian Department oI Labour statistics estimate that 76 oI the work Iorce in Bangalore
make and take their own lunch with them to work in the mornings.
However, by the time lunch time rolls around, the sandwich bread tends to absorb all the
moisture oI the sandwich ingredients, pastas or the Fresh snacks (tomatoes, meat juice,
condiments, salsa topping, etc.), oIten becoming quite soggy aIter Iour or Iive hours oI
congealing. While the ingredients can be packed in individual baggies, this is time-
consuming, messy and inconvenient in the mornings while rushing to get ready Ior work.
@e lood on 8oll" solves Lls problem by provldlng a mulLllayered conLalner wlL dlfferenL slzed
sealed comparLmenLs for Le dlfferenL lLems @e conLalner keeps Le bread and sandwlc
lngredlenLs separaLe and fres unLll Leyre ready Lo be puL LogeLer on Le bread and eaLen

Situation Analysis
O ompany Analysis
4 Goals To Tap the tiffin Carrying Work force Market
4 Focus High quality and Cost Effective Mode of Keeping the food Fresh &
Warm
4 Culture - ???
4 Strengths - compacL slze flLs lnLo mosL lunc boxes and bags approx 6 ln long
reusable and durable
versaLlle can be used for many lunc foods lncludlng salads and pasLas
Lrays sLack and snap LogeLer Lo form LlgL seal
4 Weaknesses - ,ay noL Able Lo llL some of Le souL lndlan Culslne llke ,asala
uosa
4 ,arkeL Sare
O ustomer
4 umber urrent population
LLp//wwwlndlanmlrrorcom/populaLlon/pop6Lml
LLp//enwlklpedlaorg/wlkl/uemograplcs_of_lndla#opulaLlon_wlLln_Le_a
ge_group_of_06_Census_20
4 %ype - lue and wlLe collar !ob LS@l,A@L A88Cxl,A@LL?
4 'alue Drivers ompact, Easy to handle, ost eIIective
4 Decision
4 oncentration oI customer base Ior particular products

O ompetitors
4 arket Position
4 $trength Wide variety oI Products, Established name in market
4 Weakness Lack oI production innovation in tiIIin & snack section
4 arket $hare 52-60 oI workIorce in Bangalore

4 %upperware
Let's look at the facts. Tupperware currently is a leading brand in the
kitchenware market in ndia, coming from nowhere in 1996 when it entered
the country, and growing at a compounded annual rate of 30 percent ever
since. n fact, the company's expansion in ndia also fuelled the growth of the
overall kitchenware market, which increased from 6.7 billion rupees in 2003 to
over 12 billion rupees in 2008-a 12 percent annual rise.
LLp//economlcLlmeslndlaLlmescom/feaLures/corporaLedossler/Lupperware
sLoryLrowsupsomesuccessmanLrasforlndlan
markeL/arLlclesow/603448cms

4 ello
4 ilton
4 LLp//lunclnaboxneL/faq/#lAC7

O CollaboraLors
4 SuWA?
4 remlum sandwlc Sop Cwners for parcels
4 8esLauranL wlc are glvlng separaLe uAAS for eac lLem

O CllmaLe
4 LS@LL
4 lf manufacLurlng Lls producL
ollLlcal lanL permlsslon
Lconomlcal llnanclng wlll be ma[orly Lroug uebL/Loan
Soclal
@ecnologlcal
Legal Approval Lo use maLerlal(lasLlc or waLeve) from mlnlsLry
LnvlronmenLal lasLlc maLerlal's lmpacL on envlronmenL
O SWC@
4 SLrengL
CompacL producL
reusable and durable
@lgL seal prevenLs any leakages
lres food
4 Weakness
-ew producL


4 CpporLunlLy
eople are geLLlng more consclous abouL yglenlc food so Ley opL Lo ave
lunc from ome Lo workplace
4 @reaLs
CompeLlLors llke @upperware/,llLon can very soon come up wlL Le slmllar
concepL and Ley are avlng ma[or markeL sare SC

arket Segmentation
!resent a description of the market segmentation as follows:
Segment 1
O Description
O !ercent of sales
O What they want
O How they use product
O Support requirements
O How to reach them
O !rice sensitivity

Segment 2
.
.
.

V. AIternative arketing Strategies
List and discuss the alternatives that were considered before arriving at the
recommended strategy. Alternatives might include discontinuing a product, re-
branding, positioning as a premium or value product, etc.

VI. SeIected arketing Strategy
Discuss why the strategy was selected, then the marketing mix decisions (4 !'s) of
product, price, place (distribution), and promotion.
Product
The product decisions should consider the product's advantages and how they will
be leveraged. !roduct decisions should include:
O Brand name
O Quality
O Scope of product line
O Warranty
O !ackaging
Price
Discuss pricing strategy, expected volume, and decisions for the following pricing
variables:
O List price
O Discounts
O Bundling
O !ayment terms and financing options
O Leasing options
istribution (PIace)
Decision variables include:
O Distribution channels, such as direct, retail, distributors & intermediates
O Motivating the channel - for example, distributor margins
O Criteria for evaluating distributors
O Locations
O Logistics, including transportation, warehousing, and order fulfilment
Promotion
O Advertising, including how much and which media.
O !ublic relations
O !romotional programs
O Budget; determine break-even point for any additional spending
O !rojected results of the promotional programs
VII. Short & Long-Term Projections
The selected strategy's immediate effects, expected long-term results, and any
special actions required to achieve them. This section may include forecasts of
revenues and expenses as well as the results of a break-even analysis.
VIII. ConcIusion
Summarize all of the above.
Appendix

Exhibits
Calculations of market size, commissions, profit margins, break-even analyses, etc.