MARKETING

MANAGEMENT- II
GROUP ASSIGNMENT- 2
GROUP NO.- 1
SECTION- E
SUBMITTED BY: -
NAME ROLL NO.

ABHINAV PATHAK 221501

ADITYA SINGH 221505

ASTHA DROLIA 221510

NISARG THAKKAR 221529

ROSHIL KADAKIA 221539

SUBMITTED TO: - PROF. SAPNA PARASHAR

 CONTENT

PROMOTION MIX DISTRIBUTION CHANNEL

RECOMMENDATION CONCLUSION AND REFERENCES

PROMOTION MIX
STRATEGY BY
“iD FRESH FOOD”
 WORD OF MOUTH
 The product team of iD came up with the idea to
develop a batter for the south Indian dish “VADA”
and to provide the feel of the same taste and shape of
vada to the customer they came up with the idea of an
innovative vada batter packing.

 Each pack is designed with a spout mechanism at the

nozzle.

 Batter’s ergonomic packing became the talk of the

country overnight.

 The company had not spent a single penny on its

advertising or promotion.

 The tagline- “EVERYBODY CAN VADA” turned

into a sensation overnight, forcing the company to
advance the product launch and capitalise on market
demand.
 EVENTS AND EXPERIENCES
 On the occasion of “World Idly Day”, 30th March, iD
came up with a 5-day campaign named
“TransparenSee”.

 They provided a real-time look into its Bengaluru City

batter production unit.

 The idea for the campaign came from iD’s conviction

that co-consumer loyalty and trust are built on the
foundation of transparency.

 Through this campaign they tried to provide assurance

to its client regarding 100% healthy, fresh and safe
batter.

 Also, they had live streaming of the event for those

who could not physically view the manufacturing
process.
 ONLINE COMMUNICATION
 iD fresh food found that millennials spend the
maximum amount of their time on online platforms or
OTTs.

 They collaborated with one of the top OTT platforms

Disney+Hotstar to stream their campaigns and
advertisements on it to reach its target audience.

 They chose Disney+Hotstar over other OTT platforms

due to features like uninterrupted advertisements and
the choice to target a particular audience segment too.

 This promotion tool came out to be a great success for

them.

 Mr. Rahul Gandhi, CMO iD fresh food, believes that

marketing through video platforms is the best among
numerous tactics on the digital market.
 PACKAGING
 iD has always focused on the packing of the product.

 Using packing for dosa batter, which the food to be

served straight from the pouch.

 In order to make their product more eco friendly and

rely less on plastic, iD innovatively launched it's
tender coconut and grated coconut in the natural
coconut shell.

 It ensures that the product can remain good to use for

3-4 days while being completely eco
friendly and natural.

 The unique packing of vada has already been

discussed early.
DISTRIBUTION CHANNEL OF ID FRESH
FOOD
 CHANNEL STRATEGY
 iD had started with the mission to provide hygiene
and properly packed batter.

 They had single-level distribution channel which

targeted those retail store that had 24-hours
refrigerator capacity.

 The major driver for choosing this distribution

channel is time boundation.

 The company has made technology as backbone of

their distribution, like SIP and ERP.

 Geo- tagged their retail store so that the sales person

does not miss any store.
 CHANNEL STRATEGY
 Lately, they have entered in omni-channel
distribution. For this they have selected the following
channel.
o Delivery Portals
o Exports to Foreign countries
o Vending machines

 Because of its distribution channel, they have build a

strong, sustainable venture in the food industry.

 Financially backed by Premji Invest and Helion

Venture Partners, the company is looking forward to
expand its distribution channel.
 RECOMMENDATIONS
REGARDING INNOVATIVE
“PROMOTION MIX”
AND
“CHANNEL STRATEGIES”
 SUGGESTION

 Collaboration with famous chef like, Sanjeev Kapoor,

Vikas Khanna.

 To implement a market development strategy, they

can open restaurants in places where their product are
not much familiar to the customer.

 Regarding supply chain innovation, they can come up

with your own ordering site for both consumers and
businesses.
CONCLUSION
 CONCLUSION

 It is always important to build your brand to build

your business and trust in the customers.

 Master one product at a time.

 Quality creates customer loyalty that increases sales.

 Make use of marketing’s power for brand

development.
THANK YOU