Company Name: ITC

Project Code: ITC 1

Objective: Health Staples (Millets, Quinoa) - Market Size, Relevant Channel, Competition and positioning
strategy.

Understanding the problem:

Studying the current market for health staples in India and benchmarking competitors’ offerings. Selecting
relevant bases for customer segmentation. Assessing potential market size and selecting target customers.
Creating a value proposition for target customer groups and developing recommendations for a GTM strategy.

Approach:
Step 1 - Market Sizing & Competitive Landscape
Step 2 - Customer Segmentation
Step 3 - Customer Targeting
Step 4 - Value Capture and Need Gap Analysis
Step 5 - Positioning Recommendations based on Value Propositions
Step 6 - Develop Go-to-Market Strategy

Key Questions:

Step 1: Market Sizing & Competitive Landscape

Initial study based on secondary data to develop a complete picture of the health staples market -
 Products - estimate the market size for quinoa, millets (majorly pearl millets)
 SKUs - identify most purchased SKUs 500g, 1kg etc.
 Channel - study effective channels for different kinds of products - online, modern retail, traditional
retail etc.
 Price points - define price brackets [eg. premium vs. mass-market]
 Household consumption - form in which millets are consumed

Competitor benchmarking - We will map the major competing brands against the ITC brands in the given
product category. For ex: Maha Millet’s multi millet flour will be mapped as a competing brand against ITC’s
Aashirvaad multi millet mix.

Step 2: Customer Segmentation

Develop customer segmentation on bases like -
 Demographics – might be higher for health-conscious consumers
 Geography – rural consumption might be based on regional agricultural patterns
 Rural vs. Urban Markets - characteristics & preference of rural & urban consumers [eg. preference for
packaged vs. loose health staples]
Any other relevant bases of segmentation based on our initial scoping

Step 3: Customer Targeting

Develop customer insights based on data sources including primary data collection
Select target segments based on discussion with firm on relevant criteria (for example - potential market size &
ease of accessing the segment)
Step 4: Value Capture and Need-Gap Analysis
Conduct primary research & use secondary data to understand need-gap in terms of factors like –
 Awareness – knowledge of health benefits of millets consumption
 Availability – assortment & presence across channels
 Affordability – in comparison to substitutes
Answer to this step will also be shaped by a comprehensive view of the current offerings in the market.

Step 5: Positioning Recommendations based on Value propositions

Creation of value proposition customized to the target segments.
We could also benchmark against product categories with a similar value proposition. For example, creation of
ready-to-eat millet products drawing on success of Quaker Oats ready-to-eat porridge.

Step 6: Develop Go-to-Market Strategy

 Products – develop product ideas based on need-gap & similar products
 Pricing – can decide between premium vs. mass-market prices based on value proposition
 Place (Channel) – select channels for distribution to target segments
 Promotion – create awareness on the benefits of consuming millets in different forms, for example
included in flour used for everyday consumption

Timeline:

Time in Weeks 1 2 3 4 5 6 7 8 9
Discussion with Stakeholders

Gauging the health staples market

Identifying major competitors across segments

Value capture and need-gap analysis

Mid Review
Positioning recommendations based on value
proposition
Benchmarking vs competitors

Recommendations on GTM strategy

Teaming Remotely:
Considering the novelty of the remote working situation, I plan to coordinate majorly over call, emails,
google documents and zoom. I also plan to explore applications such as Trello for schedule synchronization
and Drawp Unlimited for white boarding in order to coordinate effectively.