alter healthyou

8/8/2019 Alter Healthyou

1/14

Presented By

X

Y

Z

A

Lets Take Care for You


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CONTENTS

Ideating & Conceptualizing the Need

Product & Market Identification

Current Market Analysis

Marketing Plan / Strategy for Launchy Our Product

y The S T P

y Communications IMC

y Sales Strategy

Summary - Learning's


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PRODUCT & MARKET IDENTIFICATION

Solution

&

Product

Ready to Eat Tasty Health Meals/ Combo Meals



All Health Conscious

All who want to but cannottake care

Healthy Lifestyle

WHO

Office Goers / bachelors with noTime

Double Income Families

Mother packing Kids LunchBoxes

Relatively Unhealthy mass

Relatively Healthy Mass

WHOM

THE

MARKET

Increasing income levels

Concern for Healthy Living Increased awareness levels

Growing no. of Nuclear families

Increasing in working women mass

Increasing Spend towards healthcare

..

Social & Demographic Changes


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THE PRODUCT


A very Healthy & Tasty Ready to Eat

product which takes care of your Health &

Time Concerns

DEFINITION

Product Developmenty Key focus area QUALITY,

QUALITY, QUALITY

y Stringent Quality Tests For End Product

Ingredients Strategic Tie ups for Raw Material

Sourcing

y International StandardsMaintenance andAccreditations

y .Maximum spend on Researchand Development

y

The Taste should be good &Variety as per genericpalette

Balanced Diet All

that your Body needs

Chole Bhature with&75% less Fat

Chicken Curry meal

with Zero OIL

Roti with Vitamin

Suppliments

International

Certifications & R&D


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THE PRODUCT


Product Packagingy Protect the Ingredients NO

CONTAMINATION

y Project Quality & Good Brand Image

y Increase shelf Life

y Assist in Distribution

Pricing Rs 50 Onwardsy Product - daily alternative

y Marginal Premium only

y Pricing to include Raw Material and

Conversion Packaging, Distribution &

a normal Margin only

y Profits in medium & Long Run Reduction in Avg. Costs economies of Scale

Products Extensions to Premium Segment

New Markets 7 Geographies

Price Competition a Strict NO NO

Cheap is Bad In QUALITY

Balance

Pricing a KEY

Profits a

Certainty

Utility Innovation Convenient

& CAREFUL Packaging


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MARKETANALYSIS RTE MARKET INDIA


Total Indian Food market Rs 5000 Billion

Total RTE food Market Rs 1.5 Billion (0.03%)

y CAGR for last 5 Years - 15%

y The Current PIE is small. A small Baseguarantees High growth rates in future.

Drivers for RTE growth

y

Rapid demographic shifts in incomey Urbanization & urban working women.

y Increasing Nuclear Families

y Cold chain development

y Economies of scale on the supply side

y Diminishing culinary skills

y The need for convenience & time constraint

Future Expected Roadblocksy Fresh still is important in India.

y Home Cooked food Perceived as healthy &Socio-Cultural reasons (Indian Housewives)

y Affordability


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MARKETANALYSIS HEALTH & INDIA


The Growing Concern and Awareness about

healthy Increase in medical spend

y Increase in insurance spend

y Success of Health meals Oatmeals, Corn Flakes(Kellogs 2K Challenge) etc

The Rapid Growth in Different Types of health

related activitiesy Rapid growth in other wellness facilities Medical

Tourism

y Go Slim Chains - VLCC etc

y Growth of Indian Pharma Cos Ranbaxy, Reddys,

y Major Global Players increased focus on IndianMarket Japanese Daichi, etc etc

Some Unhealthy concerns for India & IndianFamilies

y Increase in Life Style diseases BloodPressure, Sugar etc

y Increase weight related diseases


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MARKETANALYSIS RTE MARKET INDIA

Lets Take Care for YouCompetitionCompetition

LocalRTE

Players

t erealtoo s

Dabbawalas

LucnDelivery

fficeCanteens

Restaurants

otels

ast oo C

ains ,

omeDelivery


RTE

Not Limited to

RTE Players

Only

The HealthyouThe Healthyou

MarketMarket

RTE

Health

oo ,

or

lakes,

at Meal

MTR

Kohinoor Foods

ITC

Haldiram

Tasty Bites

Lunch

Deliveri

es

Eaterie

sLets Take Care for You

Healthyou A New market to be created by cutting across other unique established market


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MARKETING PLAN & STRATEGY


\

Sales and distributionplanning

After Sales Services

The Core Value to beCommunicated

Selection of Proper Channel

Long Term Brand Building

Segmentation

Targeting

Positioning

Product Development

Key Attribute

Long term Value

The Product

Marketing

Strategy -STP

Sales &

Distribution

Communicat

ions



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THE MARKETING PLAN


Segment with Dietary

Concerns Young Bachelors(Working + Students)staying away from home.

Working WomenFamilies

Institutional CateringSetup with Employee /Customer HealthWelfare Concerns

Targeting acrossSegments with acombination ofcommunication

activities ( In the nextSlide)

Tasty Dietary

Alternative which Healsyou and takes care ofyou from within

Complete Solution toyour health needs (Tingeof Medicinal Qualities)

Normal (Value forMoney) & Premium(Lifestyle Requirements)

SEGMENTATION TARGETING POSITIONING


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COMMUNICATIONS


Awareness Interest Desire ActionFeedback 7ContinuousLearning

CORE VALUE: Lets Take Care for YOU HEALTH Y OU

Through Print, FM

Radio, TV.

Awareness

towards

healthy eating

habits &

repercussionsOffice &

Institutions

reduction In

health

expenditure

by Firm

Free SampleDirect Selling

Medical

Councelling

Somes

More

.

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XXXXX


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THANKYOU


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SALES AND DISTRIBUTION


CORE VALUE: Very Close to You Whenever & Wherever you seek for

Sales, support and service training

Quality & Customer Satisfaction is Primary

Logistics planning

Shelf Life Low Logistics Key to reduce Wastage

Sales and

distribution

alter healthyou

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