Entrepreneurial Marketing

Individual Assignment

Surya Prakash_202231039_E
Scenario / Situation 1/1
• You are an entrepreneur selling Chikki. At the moment, there are two products
Peanut Chikki and Till Chikki
• These are sold in your private network + sold through small retailers + whats app
groups through as pre-order mode.
• You are doing this for the last three months and have reached Rs. 5,00,000
cumulative sales (highest sales Dec 2023 2,00,000)
• You are using contract manufacturing. At the moment, packaging is done by your
vendors as per your instructions. You do the QC and control of your quality.
• You only handle the sales and marketing of these products – but at the moment
they are sold as generic products without any brand name / specialized packaging.
• You get it manufactured @ of Rs. 200/ per kg. And retail it / sell it at Rs. 250/ per
kg (in two SKUs 250 / 500 gms).
Scenario / Situation 2/2
• During the classroom exercise, you will experience the product and
you will be briefed about the product ingredients and current
approach to selling and marketing this product.
• Now you as an entrepreneur want to grow this product (both volume
+ value / margin wise).
• You believe that these products could be marketed better and want to
work on this.
• Now start working on the tactics / do the things / create / take
decisions
Your assumptions / thesis / basis /
foundation
● The market for Chikki is not saturated, and there is room for growth

● I have the financial capacity to invest in branding, packaging, and

marketing initiatives.
Core Decision: STP
• First i will divide customers in different groups and then based on my
capability and and the customers reaction, i will target them and i will
position my chikki as a healthy, value based, traditional sweets and
gift items
I will go for the mass market because in india we love to eat sweets
and now a days, people have started going for some healthy item.
Decision and Strategy: GTM
• Channel – i will go for multi channel, i will do through social media, hoarding or even word
of mouth
• SKU wise / Product wise GTM decisions
I will have 3 SKUs for each peanut and till chikki as different quality for different price
• Distribution model
At first i will a vendor who is already distributing other products and it will help to increase
the sales faster.
• Shipping decisions
• I will ship the chikki directly to the distributor and it will be his responsibility to ship to the
retailer and finally it will reach to the customer.
Create / Do - Brand Identity
Create / Do: Story Telling / Narrative– if any
• As you unwrap the joy, know you're not just savoring a snack; you're
indulging in the dedication of a new company, a tale of taste waiting
to be written. Welcome to PARAMPARA Chikki, where every bite tells
a story of passion, quality, and the promise of delightful moments.
Create: Product Messaging / Hook /
Product-Language Fit
🌟 Introducing PARAMPARA Chikki: Kuch Sudh Meetha Hojaye 🌰

🌈 Unwrap the Magic: Why settle for ordinary when you can
experience extraordinary? PARAMPARA Chikki - your ticket to
elevating snacking, blending tradition and innovation with every
delightful bite. Join the FlavorCraft family today! 🌿🍬
#ParamparaChikkiJoyfulBites
Create / Do / Suggest / Think - Packaging and
Labelling Decisions
• Choice of packaging material
I will be using biodegradable materials for this as it will create some
positive image in the mind of the customer.
• Design / shape of the container / packaging
Something should not change, so i will keep my chikki in the rectangle
shape as it is easy to handle and from so many years we are eating
chikki like this.
Build: A landing page for your own D2C Website
(If applicable)
Decide: Pricing and Offers
• Peanut chikki (250gm) - Rs 75
Peanut Chikki (500gm) - Rs 135
● Till Chikki (250gm) - Rs 90

Till Chikki (500gm) - Rs 160

If the customer purchase in equal to or gretere than one kg, price will
be Rs 250 per kg for peanut chikki and Rs 300 per kg for Till chikki.
Create: One poster for your Facebook /
Instagram page
Build: Marketing / Sales Funnel in line with
the previous decisions (if applicable)

Not Applicable
Media / Ad plan for the budget of Rs. 50,000
in sync with your other decisions
• Google Ads
Rs 15000
• Facebook Ads
Rs 10000
• Sampling
Rs 10000
• Bundling
Rs 8000
• Joint offers
Rs 7000
Think / Suggest: Retention Marketing /
Repeat Purchase / Engagement loop (if
applicable)
• I will be social media so that whoever will post some interesting
video regarding our product, he/she will be getting some extra
discount.
• I will provide best quality with very reasonable price.
• Also i will promote it as a healthy sweets. So that people will eat
repeatedly and will also buy a as a gift item.
• I will keep taking feedback so that i will improve my product
Think / Suggest: Influencer Marketing (if
applicable)
I will be collaborating with the housewife who runs youtube or
facebook channel for food blogging.

I will collaborate with Amitabh Bacchan, because it matches with the

our companies name and tagline, PARAMPARA
Digital Marketing Plan, if applicable
I will be running youtube and facebook ads so that large number of
people will know about our product
Performance Marketing, if applicable

🚀 Elevate Snacking with PARAMPARA Chikki! 🌟 Irresistible peanut

and till variants at Rs. 250/kg. 🥜 Limited-time offer: 10% off first
purchase with code PARAMPARA10. Quality crafted,
tradition-inspired. Order now! 🛒✨ #PARAMPARAChikki
#DelightfulBites #LimitedOffer
Content Marketing, if applicable
🌐 Discover Tradition in Every Bite! Immerse in the rich tales behind
PARAMPARA Chikki, where peanut and till variants weave a cultural
delight at Rs. 250/kg. Explore our blog for Chikki history, recipe
inspirations, and more. Join the flavor journey! 📖🥜
#PARAMPARAStories #ChikkiLove #CulinaryTraditions
Marketing Automation, if applicable
🚀 Automate Your Flavor Journey with PARAMPARA! 🌐 Sign up for
exclusive updates and irresistible offers. Enjoy personalized Chikki
recommendations delivered straight to your inbox. Let automation
elevate your snacking experience. 📧🥜 #ParamparaAutomation
#SnackSmart #ChikkiLove.
Growth Hacking / Growth Marketing, if
applicable

🚀 Fuel Your Chikki Craze with PARAMPAREA Growth Hacks! 📈

Unleash exclusive flash sales, leverage social media challenges, and
incentivize referrals. Join our loyalty program for sneak peeks and
elevated snacking. Fast-track your PARAMPARA journey—where
growth meets flavor. 🌱🥜 #ParamparaGrowth #SnackRevolution
#ChikkiMania
Anything / Additional /

Not Applicable