high fortune (product brand management)

PBM

DHEERAJ MUGRAI

HARSHVEER RANDHAWA

JESSE VARGHESE

NEIL MATHEW

RAGHAV DUDEJA

VISHAL GOYAL

B.TECH + MBA

2

USP OF THE PRODUCT

• Ever heard of the Fortune Cookies of China? Every Cookie has a slip of paper inside with some words of wisdom that is relevant and can be applied to your current life.

• Why not do something similar in India?Who wouldn’t buy or at least try a delicious biscuit with a Horoscope message inside?

3

BRAND NAME & LOGO

A Horoscope with every Bite…

Get High on your Fortune!

4

TARGET AUDIENCE

For all age-groups:

Primarily Youth and Adults

For horoscope-seekers

Two types of distributions:

1. One for each Zodiac/Sun Sign

2. One for each Domain (Career,

Love, etc)

For Variety-Seekers

Those looking to try something new

5

COMPETITORS

Generally all organizations have competitors

in the market.

6

COMPETITORS

INDIA

7

COMPETITORS

Indian Biscuit Industry - Major Players and brand

Britannia Parle Sunfeast Priyagold Anmol

Tiger Parle G Milky Magic Butterbite Yummy

50-50 Monaco Marie Light Classic cream Dilkhush

Good day Hide and Seek Golden Bakery Bourbon Cream Golmol

Bourbon Hide and Seek Bourbon Dark fantasy Big Boss Butter cookies

Mariegold Parle Mariee Glucose Marie Lite Gluco Power

Treat Nimkin Dream cream Magic Gold Snackles

Milk bikis Golden Arcs Snacky CNC Milkmade

Nutrichoice Krackjack Sweet'n Salt Cheese cracker Funfill

Timepass Kreams Nice Snacks Zig Zag 2 in 1

Little Hearts Hide and Seek Milano

Benne vita Flaxseed Don Thin Arrowroot

Nice Time Milk Shakti Special Coconut Crunch Tip Top

8

MARKETING STRATEGY

• Most Indians are firm believers of Fortune Goddess and follow Tarot Cards, Palm Reading, Daily Horoscopes, etc.

• No other competitor has such a USP of Fortune Cookies.

• Outcome – In India, Fortune Cookies are a fairly new concept and has a potential market for such product.

9

MARKETING STRATEGY

• To design an effective and attractive package to draw the attention of the customers

• To collaborate with famous stars for endorsing the brand.

• To have stalls put up at various malls offering free samples.

10

PRICING STRATEGY

• Rs 6 per Cookie

Entry Pricing Strategy >

Penetration pricing

To offer very low up-front prices to attract customers from competitors or in the open market.

Over time, gradually increase pricing once the product gets established.

11

DISTRIBUTION STRATEGY

DIRECT TO END USERS

SELL THROUGH A DEALER NETWORK

SELL THROUGH A VAR (VALUE-ADDED

RESELLER)

Sell this line directly to end-users through a

website and marketing

campaigns.

Sell a product through a

geographical network of

dealers who sell to end-

users in their areas.

Sell a product to a company who bundles it with

services or other products and

resells it.