HCCB Case Competition

Ananya Chakraborty | Kumari Harshita | Sahil Goel

1. Qualitative inputs on the kind of packs to be focused on and in which segment?

2. How to expand and acquire maximum business impact outlets, given the shifting nature of
sales point and consumption?
3. Study competition activities and recommend strategies to counter them
4. What is the best way to use the available activation and acquisition budget to maximize
the revenue?
5. This would include quantitative inputs on which segments to focus on and how much of
the budget?
6. Recommend strategies to enhance the impact of activation budget through innovative
activation ideas

- Penetrate rural
Smaller SKUs
Tetrapacks (not glass/plastic) – 200ml
Price point: Rs. 5-10/200ml

- Rural
Future prospects: Water in edible packaging – NotPla/OOHO priced at Rs.2/100ml
(Workbench Projects)
https://www.thebetterindia.com/180797/bengaluru-innovation-edible-water-pod-
seaweed-plastic-free-india/

- Tier II/III
Scratch cards – collect 5/10 to get discount on next purchase

- Urban
Healthy fruit juices
Market/advertise as flexibility in juices – make your mocktail of choice
Combo deals with cloud kitchens/delivery only restaurants (Faasos, Box8) – will give
a vast range of consumer touch points

Segment SKUs based on region taste preferences – South: sweet, North: masala, chatpata –
include survey data abt preferences
Recommend strategies to enhance the impact of activation budget through innovative activation ideas

Push recipes with drinks – frozen lollies, mocktails, krushers

Trial counters in supermarkets

Rural + Urban:
 - Minute Maid Vitingo – quick, easy to make, nutritive, fortified juice sachets – helps
with in home consumption increase – Rs. 5/200ml (18g single serve pack)

PACKAGING SIZES CHANNEL WISE:

Grocery (supermarket, hyper) Urban Sachet bundles
Rural -
Convenience (local) Urban Party packs
Rural Sachet, smaller SKUs
Eat and Drink Urban Small PET bottles
Rural

HCL Revenue
1. Grocery – rural – 25cr
2. Convenience – rural – 15cr
3. E&D – rural – 45cr
4. Grocery – urban – 320cr
5. Convenience – urban – 390cr
6. E&D – urban – 250cr
Total: Grocery – 345cr (33%)
Conv – 405cr (38.7%)
E&D – 295cr (28.2%)
Total revenue: urban: 960cr
Rural: 85cr
Total: 1045cr