Group No.

Table Of Contents
1. Introduction
2. Industry Highlights
3. Popular Brands & Its
Products
4. Haldiram
STP
4Ps
SWOT Analysis
5.

ITC
STP
4Ps
SWOT Analysis
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Introduction
India has become one of the
fastest-growing markets for
packaged food in the world.

Sales of Packaged Food in India

by Region in 2011:
East and Northeast: 21%
North: 39%
South: 18%
West: 22%

India's packaged food industry

could touch $30 billion by 2015.
The most promising sub-sectors
includes Beverages, Frozen
Foods, Nutrition Staples, RTE
meals, etc.

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Industry Highlights

What are RTE foods

Reasons for RTE foods to enter Indian Market
Consumer Types
Consumer Preferences
Growth in the RTE segment

OUTLINE
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Ready To Eat Food

Processed
Require little/No
preparation
RTE market - New concept
in India
Immense potential
Fastest growing sector
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asons

For Market Penetration

Global Indians Migrant Working

NRIs
Population
Indian look for traditional
Home cuisine abroad

Need for on-the-go products

Convenience is priority

Busy Schedule Less time

Western Influence

Improved standard of living

Dual Incomes

Urban
Lifestyle

More
Income

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Types of Consumers
Consumers Needs
Consumer Preferences

CONSUMER MARKET
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Consumer Market
Types

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Consumer
Preferences
Good for health
Easy To Digest
Natural
Ingredients
Less on Spices
and Additives

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Consumer
Preferences
Value for Money
Smaller
Packaging
Long Storage
Life
No Loss of flavor

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Consumer
Preferences
Tasty
Variety of flavors
Trendy
Packaging
Quick
Preparation

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Consumer
Needs
Tasty and Healthy
Rapid Cooking
Handy Packaging
Convenient

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a Strategic Management Group (TSMG)

vey: Ready to Eat Food in Metropolitan Cities Estimate
ket for Breakfast-mixes in India

OWTH OF RTE SECTOR

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Analysis: Tata Strategic Management

Group (TSMG)

TSMG leading management

consultancy firm in South Asia.
RTE Market in India
2900
Factors Contributing to growth
Figures in Crore

3000

RTE Market
Cold
in India

2500
2000

Increasing disposable incomes

1500

Diminishing culinary skills

1000
500
0

chain development

128
2006

2015

Need for convenience on the

demand side
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Survey: Ready To Eat Food In

Metropolitan Cities
Responses from 3000
representatives households
(10 metros in INDIA)

With Children

14

Bachelors
Households

Without Children
Nuclear Families

72

Prefer
RTE
86

Bachelors

Working
Women
Prefer
RTE

33

Study conducted by ASSOCHAM (Jan 2011)

Associated Chambers of Commerce & Industry of India
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Prefer
RTE

28

67
15

Market For Breakfast Mixes In India

2008

2010

2009

2011

-Figures in Crores
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pular Indian Products

rategies adopted by Indian Players

PULAR BRANDS & MARKETING

RATEGY
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Major Players

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HALDIRAMS
Business started
Bikaner

Brand Value

1937 in

$4 million

Share in organised :
market

20%

Export
USA(1993)
Current Exports

:
:

$6 million

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Products

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Distribution Channel

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Market Segmentation
DEMOGRAPHIC
SEGMENTATION

AGE AND LIFE CYCLE

STAGE
BEHAVIOURISTIC
SEGMENTATION

INCOME
GEOGRAPHIC
SEGMENTATION

BENEFIT
SOUGHT

ZONES

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Target Market

WOMEN

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Product Positioning

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Marketing Mix
PRODUCT

PLACE

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Marketing Mix
PRICE

PROMOTION

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Print Advertisement

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Social Media Advertisement

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Commercial

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SWOT Analysis
STRENGTH
WEAKNESSES
EXCELLENT BRAND
AWARENESS

MANUFACTURING
PROCESS NOT
COMPLETELY AUTOMATIC

TRUST OF CONSUMER

INVOLVED ONLY IN
INDIAN SNACKS

PRODUCT VARIETY
HIGH MARKET SHARE
STRONG DISTRIBUTION
CHANNEL
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ATTRACTIVE PACKING

30

SWOT Analysis
OPPORTUNITY

THREAT

SOUTH INDIAN FOOD

SEGMENT

INCREASING COMPETITION

BAKED SNACKS

CHANGE IN CONSUMER
TASTES

HOME

DELIVERY

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ITC
ITC was established on August
24, 1910 as ImperialTobacco
Companyof IndiaLimitedin
Kolkata.
The name of the Company was
changed from ImperialTobacco
Company of India Ltd. to India
Tobacco Company Ltd. in 1970
and then to I.T.C. Ltd. in 1974

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Introduction
READY TO EAT &
SNACKS
Kitchen of India brand
launched in 2001.
Bingo! was launched in
March 2007.
In July 2003, ITC forayed
into the Biscuits market
with theSunfeastrange
of Glucose, Marie and
Cream Biscuits.
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Segmentation
GEOGRAPHIC (ITC PRODUCTS ARE
AVAILABLE ALL OVER THE WORLD)
RURAL
URBAN
DEMOGRAPHIC ( ITCS PRODUCTS
ARE MADE FOR EVERYONE)
AGE
GENDER
OCCUPATION
PSYCBOGRAPHIC ( SUITS ALL
LIFESTYLE)
LIFESTYLE

Group
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34

Targeting

Betting big on the farm sector,

ITC is planning to increase its
penetration in the rural areas
like Uttar Pradesh, Madhya
Pradesh, Rajasthan and
Maharashtra to get better
return for their produce.

Group
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35

Positioning
In 70s ITC has positioned itself
by saying
For the gracious people
A touch of gold
It is still differentiating itself on
purity and quality of its
experience
The brand stands for
celebratory
attitude, celebrate the feeling
is the new message .
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36

Product Mix

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Product Mix
Driven by 6 brands Aashirvaad Staples
(Wheat flour, Salt, Spices),
RTE
Sunfeast Biscuits,
Noodles & Pasta
Bingo! Snack Food
Mint-O & Candyman
Confectionery
Kitchens of India RTE,
Premium conserves &
chutneys
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Price Mix
KOI
Chicken Darbari
Rs.130
Murg MethiRs.130
Paneer Darbari Rs 100
Desserts - Rs.100-130

BINGO
Rs.5
Rs.10
Rs.20
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Place Mix
ITC already had a wellestablished
distribution
network.
Dealers are part of
Marketing Team.
Attractive incentive linked
with high
volume are given
to the dealers.
E-chouppal
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Promotion Mix
Combination
of--Personal selling
Advertising
Sales
Promotion
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Print Advertisement

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Social Media Advertisement

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Commercial

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WOT Analysis
Established Family Brand
Strong GlobalCorporate Brand( NIL )
Specialization in food processing category
marketing and distribution in Urban
market
Presence of other product segments of
food category : Dairy Products, Chocolate,
Infant foods

Growing package and cannedfood

marketin India by 15% annually.
Highbrand awarenessof Indian
consumer
Other product category like Biscuits,
Chips andReady to EatMarket still
unexplored.
Opportunity to be substitute to other
snacks category of food products
Category Internationally
Single product focused competitors
like haldiram.
Less Entry Barriers in the Market
segment for product category
ITC strong base in Indian Market
Substitute Product to Product
Segment.
competitors with long
history in product

Generic brand in India

Low rural market presence
constraints
Uniform Brand for all food category
Brand Proliferation

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Vs
Haldiram has a simple
distribution channel.
They have started
dealing in frozen food.

ITC

ITC already had a wellestablished

distribution network.
No frozen food

Advertisement through
word of mouth only.

Incurs high
advertisement costs.

Traditional sweets are

present in there
product line.

Presence of traditional
items is absent.
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Vs

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ITC

47

Vs

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ITC

48

Vs

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ITC

49

Arihant Jain
Akhil Kharbanda
Abhishek Arora
Prerna Aggarwal
Kanika Hans

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