TEAM: THE DEATHLY HALLOWS

ISHITA GROVER SURAJ SIPANI SUPREET KAUR

MBA II MBA II MBA II
 Situation Analysis Big Idea - Product Target Group Positioning Marketing Strategy Financials

Division of RTE on the basis of Preparation Time

RTE Categories Preparation Products Resources

Physical Location Consumption Time Regularity
Time Needed
Indian Curries, Breakfast
mixes, Desert mixes, Light Home, Hostels, Office During Breakfast, Meals while
4-6 minutes
Heat & Eat meals, Frozen foods travelling, Evening Snack

Instant oatmeal, Cup noodles,

3-4 minutes Home, Hostels, Office, Hotels During Breakfast, Evening
Just add hot Instant soup, Instant upma/
Snack
water poha

Snack foods – Chips, Biscuits, On the go consumption

0 minutes Chocolates, Namkeen, Bars anywhere Anytime
Open & Eat

Changing Trends – Consumer Industry Products: Open & Eat Better-For-You Category Opportunity
Better-For-You (BFY) snack category is changing Product Brands Market Nutritional Storage Calorie / Health
tides in the snack industry. Convenience, Taste, Opportunity value possibility serving benefits
Health are major factors driving the growth
Chips Cornitos, Established No 160 Low fat &
Snackible etc. brands present L H Cholesterol
BFY – 2012 - 2017 BFY – 2017 - 2022
Growth: 110.9% Growth: 43.4% Biscuits Britannia, Established Partially 140 Low fat &
Parle-G etc. brands present L H Cholesterol
Sales (2017): 51600 Cr Sales (2022): 74070 Cr
Key Takeaway Seeds Nourish Limited brands
L H
Yes 45 High Protein Enter Better-For-
Organics etc. present & low carbs You seed
Huge opportunity available under Health Yoga Bar, Mojo, Established Partially 192 Protein, category
Open & Eat Better-For-You category bars Kelloggs brands present L H Fibre

Quantity:
 Situation Analysis Big Idea - Product Target Group Positioning Marketing Strategy Financials

Introducing Flavoured Nutritious Super Seeds

GooDOXI NutriMine Vita-minE Booster

Flax Seeds Pumpkin Seeds Sunflower Seeds Omega Seed Mix
Products
50gm 100gm 50gm 100gm 50gm 100gm 50gm 100gm

Rs.40 Rs.90 Rs.45 Rs.100 Rs.85 Rs.180 Rs.60 Rs.130

Veggie Herbs Honey Roasted Chatpati Masti Spicy Punch

Flavours
• Concentrated food containing healthy • Excellent source of minerals like • Source of fibre, selenium, amino acids
• It is a powerful blend of sunflower,
Omega-3 fatty acids, carbohydrates, magnesium which help in regulating which makes building blocks of
buckwheat, pumpkin and flax which
antioxidants, fibre etc. blood sugar levels proteins, E vitamins, phytosterols
makes this snack a true superfood
• Good for skin, hair, antiaging and • Has tryptophan which helps one get • Sunflower seeds boost cardiovascular
star
Benefits cellular health sound sleep health, prevent hypertension, healthy •
High fibres, high Omega’s, high
• Reduces risk of heart disease, cancer, • Boost Immunity and improves fitness skin, Improved detoxification, fewer
protein, high selenium
stroke, diabetes level headaches, and muscle cramps
Nutrition % of daily Nutrition % of daily Nutrition % of daily Nutrition % of daily
Info Intake Info Intake Info Intake Info Intake
Calories 11.6% Calories 10% Calories 9.8% Calories 10%
Proteins 8% Proteins 10% Proteins 11.8% Proteins 9%
*Nutrition Carbohydrates 5% Carbohydrates 3% Carbohydrates 5% Carbohydrates 4%
Calcium 22% Calcium 5% Calcium 4.5% Calcium 8%
Fats 27% Fats 31% Fats 26% Fats 28%
Fibre 46% Fibre 1% Fibre 0% Fibre 10%

*For a 50g Pack

 Situation Analysis Big Idea - Product Target Group Positioning Marketing Strategy Financials

Target Group: Sec A, B | Millennial Men and Women | Health Conscious  This target group is further divided into 4 categories based on
the awareness about importance of healthy eating habits and healthy food along with doing exercise

The Unreasonable One The Conscious One The Changing One The Focused One
Perceptive
L H L H L H L H
Awareness
Actual
L H L H L H L H
Awareness
Nutrient
L H L H L H L H
Conscious
Eating They like to dine outside with their They generally maintain their diet They try to eat healthy and avoid They follow strict diet plan and do
Habits friends a lot to stay healthy eating junk food not stray away from it

Taste
L H L H L H L H
Importance

They generally do not do any Either they are used to decent

Workout 10-15 minutes of exercise per day They are used to heavy workouts
exercise workout or have begin to include it

They usually eat what they like. They
believe that they don’t have to take
Behaviour care of their diet as a little exercise
fulfils the purpose of staying healthy.
This category believes that it is
important to have a proper diet
while going to gym or spending time
on exercise is not a concern.
They think being healthy is all about
eating good food.
People in this category are changing
their lifestyle. They have started to
understand the importance of both
healthy diet and exercise and look
for healthy options.
They do heavy workouts and follow
specific diet provided by specialist,
even avoiding excess seasonings
They are strong at will and have long
term goals.

Source: 25 In-depth interviews, 88 online respondents

 Situation Analysis Big Idea - Product Target Group Positioning Marketing Strategy Financials

Based on the detailed consumption pattern of 10 consumers, the food and beverage items of a millennial’s diet are categorized into the following four
categories and the boxes below represent a summarized view of the respective categories
• Health-neutral Key Takeaway
• Holistic input • Occasional
FOOD ITEMS FOOD ITEMS
• Everyday • Breakfast cereals • Snack Ayush snack seeds will come in either
• Dairy (Milk,
• Proper Meal Yogurt, Paneer) • Taste skew Must-haves or Good-to-haves category of
Must- Can- • Tea/Coffee
• Health skew • A CAUTIOUS millennial diet
• Fruits, haves haves • Packaged foods
• A HABIT/RITUALISED Vegetables
like biscuits CHOICE/MODERATION
• Poultry Due to rushed breakfast and unfinished
• Poha, Idli, Upma lunch, snacks or mild eats are provided to
• Cereal, pulses
Categories of correct for satiation (mid-meal
Ayush opportunity)
• Nutritious input seeds a Millennial
diet FOOD ITEMS
• Regular FOOD ITEMS • Fizzy drinks
• Mini meal/snack • Soups
• Chips • Health-negative Why Ayush?
• Health skew • Salads,
•
Good • Outside junk food Rare
• Generic drink • Juices Can’t- Natural extension to Ready to Cook
• Chocolates, toffees • Treat
• A CONFIDENT • Oats
-to- haves
• Taste skew
CHOICE/ACTIVE haves The Ayurvedic and natural aura of brand
• Dry Fruits • CONTROL/RATION
INCLUSION Lever Ayush is complementary
Consumption analysis of the consumers to understand opportunity for the brand

Compromised lunch = More Positioning

snack/extra HFD Bedti Warming up, wakening
Di me “ For Health Conscious millennials,
CORRECTING FOR SATIATION & nn Wholesome & Energizing
er
NUTRITION (last window of Easy to consume Ayush flavoured super snack seeds
opportunity for the brand) QUICK & POTENT are a powerhouse of nutrition and
Early to late
evening Brea taste that help them curb their mid-
kfast meal cravings in a healthy and
M

Elaborate - Variety of inputs Mild eats to see through lunch time

id

Rushed breakfast = Additional snack convenient way ”

m

Heavy - Biggest meal onus

or

DETAILED & POTENT Lunch (1st window of opportunity for the

nin

brand)
g
 Situation Analysis Big Idea - Product Target Group Positioning Marketing Strategy Financials

Campaign: SEED THE CHANGE – ADE Omni-channel approach

Unaware Aware Interested Engaged
Customer Customer Customer Customer
A- Awareness D- Drive E- Engagement

Sampling at consumer touch points to
Purpose-
make them aware about the product
57 % of working people miss on
Rationale-
meals due to lack of time
Why • Low cost of sampling
Sodexo? • Distribution of samples is
handled by company itself
30% of millennials shop for grocery
Rationale- online, 57% are likely to shop in
future
Why • Sampling through filtered basket
BB?
of goods
College Sampling
Concept : Product Sampling at Colleges, Universities
57 % of working people miss on
Rationale-
meals due to lack of time
Drive the customer to Lever Ayush Facebook and
Purpose- Instagram page to kick start the campaign
#SeedTheChange
• Tea or coffee consumption at office is a
routine for working population
• Placement of product merchandise in
the form of cups in office canteens and
break-in areas
• CTA to search the #SeedTheChange
• Inmobi to be used to retarget consumers
on Big Basket
• The profile and size of remarketing
audience to be provided by Big Basket
• Geographically personalized banner ads
promoting SeedTheChange campaign
Engage them in a challenge with the
Purpose-
purpose of educating them about our
product
Duration- 1 month
• The communication of the campaign talks
about the importance of making small
changes in your routine life
• It urges the audience to take up a challenge
for betterment of their health and share the
same with us.
• The audience shall be redirected to our
landing page via posts on Lever Ayush/Lever
Ayush Foods FB/Instagram page to take up the
challenge. # to promoted on Google as well.
• Top 50 entries on completion of challenge will
get Goodies
• The Challenge categories :
a. Challenge Your Diet
b. Challenge Your Belly
c. Challenge Your Mind
d. Challenge Your Soul
 Situation Analysis Big Idea - Product Target Group Positioning Marketing Strategy Financials

Content Marketing Consumer Promotion

HERO Hygiene
• Series of creative posts on • Regular posts on
need of a change in lifestyle, occasions of consumption
fitness, Health, Nutrition. to position it as a mid
• Mother communication on meal snack
all posts “#Seedthechange • Creative posts about
of a new way of life.- Take
health, nutrition, fitness,
up a Mini Challenge to Lifestyle on the theme
make one change in your ‘Small Size, Big Nutrition’
daily life”. An initiative by • Content on Myths and
Lever Ayush perceptions on Nutrition.
• Maximum paid promotion • Educating the consumer
to boost and promote the about Flax, Sunflower and
Hero contentLever Ayush, the
posts specific hubseeds
Pumpkin content would
in general
to the city
Order of posts
HUB
Concept : A stress ball in the shape of a
seed free with one 100 gm pack of
• The hub content would
introduce our product
Lever Ayush Seeds
offering.
• Duration: 1 month
The content would
include videos plus
XI
posts Rationale:
DO
• Increase offtakes
• Generate first trials
Goo
Key metrics to measure success
introduce our product •offering and(Facebook.com/Hashtag/SeedTheChange)
On Facebook push product related content. and Instagram
• Facebook Insights: Post Engagement & Reach, Audience Growth
• Lead Generation: CTR on Landing Page, Bounce Rate , Organic leads
• Banner Ads: CTR, CTA,CPC Ad Frequency, Reach and Engagement

Focus: Focus: Focus: New Flavors,

Focus:
Higher penetration Focus: Increase penetration in GT and Build Seed Dip, Seed Flour
Increasing brand
& increasing Increasing Brand Loyalty
Focus: love and
offtakes in GT, MT territorial reach building brand
E-commerce, & SAMT Promotion:
High value GT, image
Promotion: Digital, Sampling, ProDigital and
MT stores
Promotion:
Digital, PoS Consumer Experiential (In- 2026
Digital &
Displays and Promotion and Store) promotion 2025
Sampling
Consumer PoS Display 2024
Promotion
2022 2023
2018 2019 2020 2021
 Situation Analysis Big Idea - Product Target Group Positioning Marketing Strategy Financials

Summary: Financials Opportunity Size and Time to 1 Cr

Opportunity Size for One
Market (Year 1) = 176 Cr
Approach: Market Size –
Competition share – Population
Strata who can’t afford our price

Time to 1 Cr 5.14 Months

Market Budget Analysis

Key Success Factors
Low Competition and high growth rate: Low competition as few brands exist in this segment
with low penetration with a growth rate of 10.5% CAGR

Brand Lever Ayush: The brand has a natural and Ayurvedic aura, thus complementing health
products
Seed Procurement: Pumpkin seeds are a warn season vegetable hence can be grown anywhere
in India; Flax and Sunflower Seeds are grown heavily for oil production
Distribution: HUL has a PAN India distribution hence scaling up is easier and is a core competency
Marketing Activities Duration TG Audience Reach of HUL
Sampling in 10IT parks Via Sodexo 2 days 120,000 80,000
Consumer Promotion - Distrbution of stress Seasoning: To be procured through existing vendors of HUL food segment
balls 1 month Challenge For the Brand
Facebook & Instagram Promotion 1 year 1,062,432 637,459
Sampling - 15 colleges in given city 15 days 15,000 10,500
To create awareness about this growing category among the audience at large and the wonderful
health benefits that our seeds have
Youtube ds 30 days 1,328,040 332,101
Campaign - Seed the change 1 month 1,328,040 688,000
Total Reach 1,415,959
Appendix
 APPENDIX-RISK ANALYSIS

RISKS LIKELIHOOD SEVERITY CONTROL

• Seeds can be preserved for long time

Seasonal
Production 4 2 • R&D to increase period of cultivation

1
• Protection to farmers against hazards
SEED
SEED PROCUREMENT
PROCUREMEN
Weather
Conditions 2 3 • Produce and preserve larger amount (approx. 40%) over
demand estimate
T
• Incentivisation of farmers
Farmer unwilling to
produce
1 4 • Educate farmers about advantages
• High QC mechanism at every stage

• Environmentally sustainable farming to be a mandatory

Low quality
3 3
2
contract clause
seeds • High QC mechanisms at every stage
PROCESSING Inconsistent
seasoning spread 2 3 • R&D to ensure consistent seasoning basis seed surface
area

3
• High brand name of Lever Ayush
Retailers lack of
DISTRIBUTION willingness to
stock new
1 4 • Incentives to push our product through cross building
schemes and trade promotions
• High marketing spend in initial years to increase demand
product

4
• Conduct extensive consumer research before product
PURCHASE
Low sales due to
customer choice 2 4 launch
• Consistent R&D to improve product experience
• Regularly evaluate product perception
Note: Risk Value (1 – least, 4 -
 APPENDIX-How will the Idea come to Life?
FLAX, &
PUMPKIN SEED SUNFLOWER SEED Seed Production in ‘000 tonnes
• Warm season vegetable, Mysuru belt; requires very
hence can be grown almost less water and provides
everywhere in India surplus yields
Cultivation • Provide seeds for cultivation • Flaxseed and
of styrian pumpkin (shell sunflower seeds
free seed variety) grown heavily for oil
production
• Vine harvester (backward • Extraction done by farmer
• Chia mill) to be provided
food recently
to post technical training 3
large farmers
cultivation gained is 0
• Collection centres act as hub
Cleaning & popularity
for
cultivated in 29
Extraction and villages nearby
multiple 3 4 2
• Coner to be deployed at 0 5
collection centres along 7
with further cleaning 1 2
equipment
7 4
2 53
0 8
• Quality Check • Quality Check 2
• Roasting • Roasting
Processing 7
• Seasoning • Seasoning
Centres • •
21 0 Flax
Packaging Packaging
0
(transportation to (transportation to 5 Pumpkin
processing center processing center 5
done by HUL) done by HUL)
Sunflower
• General Trade • General Trade 7
• Modern Trade • Modern Trade 0
Distribution • E-commerce • E-commerce
• Wholesaler • Wholesaler
Source: www.apenda.gov.in