Finger Food for Toddlers

Group Members

• Pranali Chandarana
• Aruna Jain
• Sakshi Malhotra
• Archana Kotian
• Poonam Jhaveri
• Dimple Lalwani
• Pooja Khandelwal
• Mandeep Mago
• Nitika Sharma
 Corporate DNA
 The brand name Amul means “AMULYA”. This word derived form the Sanskrit word
“AMULYA” which means “PRICELESS”.
 Today Amul is a symbol of many things like of the high-quality products sold at
reasonable prices, of the genesis of a vast cooperative network, of the triumph of
indigenous technology, of the marketing savvy of a farmers' organization. And have a
proven model for dairy development

AMUL’S VALUES

orientation new products

producers
orientation – Cooperation Excellence Quality Belongingness
Customer Commitment to
Growth
 Market Analysis
 India is the 3rd largest biscuit producer in the world after USA
and China.
 It is expected to grow at 15-17% CAGR
 Market for biscuit in the country is Rs 8000Cr
 The child (kids in the age bracket of 5-12years) food segment
accounts to 25-30 percent.
 However in the toddler (kids in the age bracket of 2-5 years)
food segment there are not much offerings.

Source: www.afaqscom
www.imbabiscuits.in
 Competitor Analysis
 FMCG giant GlaxoSmithKline Consumer Healthcare has recently unveiled
biscuits for toddlers Horlicks Biscuits under its flagship brand Horlicks.
 GlaxoSmithKline (GSK) announced the launch of ‘Junior Horlicks Biscuits’ for
toddlers.
 The biscuit, which contains Vitamins B1 B2 and Niacin, is available in two
flavours.
 It is priced at Rs 10 for a 35 grams pack and Rs 35 for 125 grams. 
 Horlicks Biscuits in animal shapes.
 Each biscuit is fortified with Calcium, Iron and ‘Power Vitamins’ (A, B1, B2, B6, D
& Niacin) important for the child to grow tall and strong.

Source : www.afaqs.com
www.gsk-ch.in
 CONSUMER RESEARCH FINDINGS

“Hi I love my child and if the child loves the food then I will continue giving
him or else I will continue with the home made food options as my child is the
ultimate decision maker.” --Mrs Akhila Shetty, Age :32

“I am extremely cautious about what I give my child so I will see the reaction
and only then will I try and go ahead with it.” --Mrs Nancy Shah. Age: 27
 Sample questionnaire used
1. How old is your child?
2. Has she/he started eating solid foods?
3. What kind?
4. What are the nutrient values are you looking to provide your kid with?
5. Do you find it difficult (relating to food) to travel with your child?
6. Would you prefer packaged food for your child?
7. Do you use any products of Amul?
8. What are your views on Amul products?
9. Are you aware/using any finger foods or food for toddlers?
10.Would you provide your child with Amul food for toddlers?
 FINDINGS
 Sample Size : 20 mothers
 Based on the consumer research conducted, following are the
findings
 Reasons for not opting for finger food was mainly the
presence of preservatives and the packaging food concept

Mothers who prefer giving their

children finger food
Yes
8 No
12
 MAJOR INSIGHTS
 Scope of finger food in the toddler category does exist especially
amongst the teething children

 Baby food accounts for the second biggest chunk of the Indian milk
product sales mix after milk powder segment that captures 34%
share.
 Currently, the market is dominated by small number of multinational
brands who generate majority of their revenue from Tier-1 cities

 Inclination towards purchase of finger food would be high if the food

is fortified with vitamins and other essential nutrients for children

Source : http://www.prlog.org
 WAY FORWARD…
 Positioning of our product as “finger food” and not biscuits
will give us an edge over our competitors

 1st entrant in the category for toddler food

 Start with the basic flavours and in the future come up with
variants in flavour that are nutritious as well as tasty to the
child as well
Thank you