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KAYANI BAKERY, PUNE ASAD HOOSAIN MBA-13-007

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KAYANI BAKERY, PUNE

ASAD HOOSAINMBA-13-007

BRAND ?

• “Brand is not a product, that's for sure; it's not one item. It's an idea, it's a theory, it's a meaning, it's how you carry yourself. It's aspirational, it's inspirational.”

Kevin Plank

OBJECTIVE

• To place Brand-KAYANI BAKERY in the National Market by devising strategies, optimizing the resources, creating the BIG IDEA and

• Placing the Brand effectively on the National scene.

BAKERY INDUSTRY OVERVIEW

3 BROAD SEGMENTS

•BREAD, •BISCUITS &•CAKE.

• CONSUMPTION PATTERN– The per capita consumption of bakery products is low(1.75 kg for

bread and 900gms for biscuits) – However Bakery products are no longer viewed as a luxury tea-time

snack but essential daily food component for an average Indian household

– Organized players trying to shift focus towards health conscious products

• NATURE OF INDUSTRY– About 65% belongs to the unorganized sector– Dominated by the small-scale sector with an estimated 50,000 small

and medium-size producers– Few major players in the organized sector

• INDUSTRY SCENARIO

• The branded packaged segment in this sector had a size of Rs. 17,000 crore in last FY

• Is expected to grow at phenomenal rate of 13-15 per cent in the next 3-4 years.

• Within biscuits, 3-4 large-sized players viz. Britannia, Parle, ITC, Cadburys comprise about 75 per cent of the market.

• The breads and cakes market is much more fragmented with multiple regional and local players.

• International players like United Biscuits, Unibic have gained prominence in the last few years in their specific product segments.

BISCUIT PRODUCTION CLASSIFICATION

BACKGROUND / HISTORY

• Kayani Bakery was opened in August of 1955 by 3 Parsi brothers Khodayar, Hormazdiar and Rustom, immigrants from Iran who worked as waiters to earn a living.

• Their customers are from varied places.They are locals,tourists,foreigners.They are young college goers,working professionals,retired citizens and many other from the strata.

• Décor- Looks like at least a 100 years old; Original marble flooring.

• Work Hours-7am till 1pm and then again its open from 3.30pm till 7pm.

KAYANI BAKERY’S CONSUMER?

• SEGMENTATION• Males and Females• Children, Adults and Couples of 15-49 years, 50-60+ years• Educated Upper Middle Class and Middle Class (SEC:

A1,A2,A3,B1 and B2)

• GEOGRAPHIC– National Market: Metros, Tier 1 and Tier 2 cities in

Eastern, Southern and Northern India

• LIFESTYLE– Have dry snacks as an accompaniment with tea /coffee

– Seek value in food products– Working,Socializing,Aggressive,Laid-

back,Enthusiasm,Foodie,Travelers,Sweet-tooth.

• OCCASION- • Regulars, special occasion, business lunch, Quick spot, Time-

pass.

• BEHAVIORAL– Quality and nutrition conscious

– Wont compromise on health by buying loose unbranded snacks

– Consume snacks on the go

TARGETING

•GENDER– Males & Females

•AGE– Age group 12-49 years

•PRIMARY TARGET (T1)

Married, Middle aged Woman and members of her family;

Working as well as non working

• SECONDARY TARGET (T2)– Children,Unmarried well-to-do professionals(males &

females) with busy lifestyles.

• Students living in hostels, dorms in India and abroad who miss home baked Indian products like khari, nankhatai, etc

• POSITIONING & DIFFERENTATION

• Kayani Bakery to be positioned as a brand “that provides wide variety of bakery products satisfying indulgence seekers in every crumb.”

• POINTS OF PARITY– Proper packaging – Freshness& Quality– Use of quality ingredients like Wheat– Use of low calorie sweetener or sugar, additives.

• POINTS OF DIFFERENCE– Unmatched variety in terms of baked breakfast products

and tailor made products– Shrewsbury biscuits.– Specialized products like 100% whole wheat biscuits ,100%

vegetarian and free from animal fat

• Kayani takes special care of its customers and is customer-oriented. Quality of service is visible from the time onepeeks at the menu till the point of purchase.

PERCEPTION

• Quality baked products• Carrying a value of prestige• Old business (Over 59 years)• Well placed and Stable functioning• Customer-oriented

• Situated at a good location• Shrewsbury biscuits.• Place to visit when in Pune/India.

People adore and feel proud of Kayani bakery in Pune and they consider a very important part of Pune’s culture.

COMPETITORS

• Royal Bakery and ConfectioneryEstablished: Circa 1910

• Imperial BakeryEstablished: 1950

• Marz O RinEstablished in: 1965

• Just Baked on DP Road• Baker's Delight at Range Hills

SWOTInvestment Availability Happy consumer base Brand Name in Maharashtra Resources. Low and mid-price range of the products. Industry catering to masses

Diversified product range of the industry covering all segments.

Low Product Awareness. Facility Location.

Dependence on retailers and grocery stores for displaying diversified products on shelf.

Lack of technology up gradation.

STRENGHTS

WEAKNESSES

Demand for product. Size of market. Per capita consumption of Biscuits in India is only 1.8 kg . Growing demand of Sugar free biscuits. Annual growth of around 20% in next couple of years. Package of fiscal incentives provided by various State governments

Existing Local brands Cannibalization Bad Economy Packaging & Distribution costs Fluctuations in the prices of raw materials, transportation costs & distribution Cost due to high wedges and oil prices Labor laws & Employee Management.

OPPORTUNITIES

THREATS

INFERENCE FROM SURVEY

• Survey was conducted amongst 30 individuals;12 students,4 of which are not residents of Maharashtra;18 located near-by the shop out of which 8 were students;7 regular customers and 3 were local residents and occasional visitors of the shop.

• Male- 19,Female-11.

• The highly noted points and keywords were as follows-

Delicious

Fresh

Quick

Time-pass

Service

Ambience

Recognized.

• From all the students,4 of them didn’t knew about Kayani,17 were avid fans and 9 were occasional visitors.

• Out of 30,23rated the product quality as high and 28 of them tasted the Shrewsbury biscuit.

• 28 of them consumed baked products ;the other 2 didn’t.

• Preferences in Baked products

Biscuits - 23

Cookies- 19

Pastries -26

Bread- 11

• Service Rating-

1-5 – 8

6-8 - 15

9-10- 7

• Timings visitors came-

8-10 a.m – 13

10-12 p.m- 8

6-8 p.m- 9

• There were 8 Pune Residents who worked/studied outside Pune and their opinion was that Kayani should have branches outside Pune.

• 20 students and 4 were working professionals so the Youth-factor was widely adamant which doesn’t need to degrade the aged visitors who showed great loyalty towards Kayani.

BRAND MANAGEMENT

BRANDING STRATEGY

• I.PRODUCT LINE EXPANSION-

• Following a diversification strategy by introducing new products like:

– Jeera Butter

– Cupcakes.

– Pizza base

– Slice Bread

– Potato Wafers/Chips

• Maximising the potential of Shrewsbury Biscuits.

• A special line of low sugar, khari, toast and nankhatai especially for diabetics

• II.DOMESTIC EXPANSION

• Enhancing distribution network through presence in Modern Kiraana /Super Shoppes

• Establishing Kayani Bakery standalone stores at strategic locations through franchise model to gain control over selling process and build stronger relationships with customers.

• Setting up kiosks in malls and major transit depots.

• III.B2B STRATEGY

• Taking the product mobile by creating rapport with SMEs, small IT firms and/or hospitals.

• Standalone store in the cafeteria as pick-me-ups for tired employees who will appreciate the convenience of purchasing without leaving their workplace.

•Association with health camps to improve product visibility

•Customized Corporate Gifting.

•This strategy can be done roughly for a period of 2-3 years time.This strategy can be done roughly for a period of 2-3 years time.

• MARKETING & SALES PROMOTION STRATEGIES

• Improving Brand Awareness- Pamphlets of the print ad to be distributed as an insert in newspaper (regional and English) in few selective strategic localities (Mumbai, Kolkata, Delhi) having high concentration of our Target group.

• Bringing goods in consumers’ consideration set- A week long In-store sampling of Kayani’s products at modern trade outlets, where the products will be kept in open-dishes near the cash counter for consumers to try the taste first hand,especially the Shrewsbury biscuits.

• Educating on the nutrition component- Health camps and blood donation drives

• Position its utility as an on-the-go snack and as an essential daily food component -Baked snacks are easy to use during travel or at home because of its availability in variety of pack sizes.

• Packaging- Traditional form of packaging as done currently, can be sustained(as it will show the classic touch) with eco-friendly approval to put logos and plastic material over it. Products like Khari, Naan-Khatai and Mawa Cake rusk to be sold in see-through PET trays. Similarly a small, transparent plastic window on the boxes of other products .This will enable consumers to see the product-texture, color and superior quality.

• Pricing- Adopting a value based-yet-competitive pricing for products a few price points above bakery products from unorganized players.The menu prices as in the shop will be appropriate but will definitely vary in Kolkata,Gandhinagar& Delhi.

BRANDING PYRAMID

• JUDGMENTS• Excellent quality of finished product• Building credibility is crucial and will happen over time after gaining loyal

customers

• PERFORMANCE • Consistency in product line across branches• Quality Ingredients• Fresh baked products • Also served hot fresh from the ovens at appropriate mfg hours.

• FEELINGS• Guilt free purchase as products offered at competitive price with quality • Good accompaniment with tea/coffee thereby satisfying of wants

• IMAGERY• Safe, Hygienic products • Looks after health conscious and diseased people as well• Specialty product offering through, ‘Shrewbury Biscuit’

• SALIENCE• First choice for ‘professional bakery products’in India• Consistent branding elements: Logo and recall associated with the brand.

• RESONANCE• Loyal customers from future generations as well• Positive word of mouth

OTHER BRANDING TECHNIQUES

• Mass Marketing is the way to go. Thus the industry adopted mass production, mass distribution and mass promotion of products for all buyers

• Adopting the Market-Penetration strategy i.e. low price along with capturing of a large market.

• Co branded properties is the trend now from local to national approach.Eg-Venkys.

• Go for full scale retail operations

• ‘Made in India’ tag can be given which promotes nationalism and is a ‘BIG DEAL’!

•Driving point-of-purchase sales with store displays and in-store promotions

•Fulfils the 3 as’-availability, affordability and adaptability.

•Value-oriented offerings is always a must in the new aspects of branding.

•FRANCHISE OPPORTUNITIES should always be considered –Eg-LITE BITE FOODS PVT LTD. Is a prime franchisor and is currently looking for opportunities.

• Associate with big activities like ISL,CCL,TV events like Zee Rishtey awards, Pro-Kabaddi etc.

• ShopSocially & Dhingaana are Pune based operated cos. We can utilize these 2 to effectively display advertisements for the bakery and thus indulge persuasive opportunities.

• Regional brands do not have to deal with layers of middlemen, thus making them 20-25 per cent cheaper than the national brands.

• Develop strong distribution in interior India, where global players have not been able to make inroads

• Events Activation – Engaging in events is another way to enhance brand reputation

• TIME TO DISPLAY ADVERTISEMENTS-

• Festive occasions

• Summer

• Monsoon

• Prime time TV shows in GECs, Kids, News and Sports channels.

COMMUNICATION STRATEGY

• Creating a professionally managed Facebook Page by posting mouth-watering pictures of the products and the recent schemes launched

• Breaking video ads on YouTube and Facebook page initially

• Graduating to Print ads (shown alongside) in Leading English and Local Dailies and magazines with information provided about which retail outlets these products are available

• Direct Marketing initiatives to the selected B2B customers based on their recency, frequency and monetary value.

• An Interactive website where bulk/party orders can be ordered online well in advance followed by Cash On Delivery.

• Localised SMS Marketing through Gupshup .com

• Consumer engagement through food-review websites like Zomato.com, burrp.com

• Incentivising retailers to improve shelf space presence.

THE BIG IDEA

“ “ PRIDE IN EVERY BITE “PRIDE IN EVERY BITE “•This gives weightage to the fact that it has been with proud consumers being served every day since the past 60 years with quality-assured and mouth-watering treats.

•Attachments to the story line of providing special delicacies over the past 60 years are- FEEL ROYALTY IN EVERY CRUMB .

•The story should revolve around showing the growth of surrounding areas from shanties to buildings with the exception of one i.e. Kayani Bakers (building-wise).

•Each and every day customers line up for hours right from the morning leaving their chairs & tables with newspapers and teacups,empty to grab the taste of a single Shrewsbury biscuit for which it is known for.

PROPOSED LOCATIONS• Maharashtra and West Bengal, the most industrially developed states, 

hold the  maximum amount of consumption of biscuits.

• The rural sector consumes around 55 percent of the biscuits.

• Apart from Big 3 ( Britannia ,Parle , ITC ) there are around 150 medium to small biscuit factory in India.

• The bakery industry in India is mainly popular in the states of Andhra Pradesh, Maharashtra, West Bengal, Karnataka, Tamil Nadu and Kerala.

• PRIORITY-WISE RECOMMENDATION–

• Mumbai –Hub of foodies,youth,workersand Hub of Global India.

• Kolkata- Sweet adoring city of Joy;Less tax-restrictions.

• Bangalore- City where highest no. of migrants are based and work and study.

• Delhi- Capital of Quality food

• Chandigarh- Upcoming and booming Food&Beverages cities as research says.

• Gandhinagar- Sales of biscuits in highest numbers, Parsis clan are from Gujarat so the capital city has to be targeted

MEDIA CHANNELS TO BE USED

• TV-To target housewives,parents and families,TV is the best way.This will lead to high demand to children and youth also.

• RADIO- Rural India who is migrating towards urbanization can highly be contacted through shows,contests and buzz-feed majorly through this medium.

• ONLINE- Best place to achieve word-of-mouth and input sponsored advertisements is online medium.Creating FB pages, Twitter feeds and engaging with customers and fans is crucial.This is the medium due to which Oreo biscuits conquered the Indian market.

• PRINT- This is the least preferred as per my choices because Print is already occupied with issues of national importance and I consider that this place will not to be important for food items comparitively.Big page advertisements and special editions in newspapers and magazines can work out the process.

 

• In-shop placement and turning points in shopping mall,supermarkets,counter-side placements are other places of persuasion and placing the product.

AD AGENCIES

• CRAYONS ADVERTISING & MARKETING PVT LTD.

• HINDUSTAN THOMPSON ASSOCIATES

• TEMPEST ADVERTISING – (SPECIFICALLY FOR DIGITAL MARKTING INITIATIVE)

• BIG GUNS –

• LINTAS (ITC) &

• TRIKAYA GREY ADVERTISING (BRITANNIA)

BUDGET CAMPAIGN

 METHOD

 SAMPLING

 COST ESTIMATE(RS.)

 Awareness campaign

Pamphlets, StreetFlyers, Flash Mobs/Plays

Educational Institutes 4,00,000

 FB,Youtube,PR

Interactive Media

Online users

3,50,000

 Trade Fairs specific to B2B

Rentals,Promotions

B2B

5,00,000

 Sampling at Health Camps

10 blood donation camps in 5 cities

50 packs of Khari &Shrewsbury

6,00,000

 Print Adv.

3 Major English & 3 Local Dailies in Target 4 cities firstly

Depending on TG newspapers & magazines

15,00,000

 Malls, Kiosks, Standees

Product & Promotion cost

Large TG

7,00,000

 SALES promotions

Retailer Incentives

1 pack free over a dozen SKU

11,00,000

 TOTAL ESTIMATED COST (ROUND-UP)

52,00,000

CONCLUSION

•  In the Indian Biscuit Industry even the small companies are able to make profits. Kayani Bakery will be place in the unorganized sector at start. 

• They have immense potential to be a brand that can be in consumers minds. They just have to expand at the right places at the right moments.

• It is just a matter of moving ahead of traditions and dimensions.And it is time for them to get into the Organised Sector.

•  The industry has a continuous growth and will not be hindered due to external factors. Biscuit Industry has flourished in India enormously over the  years and is still growing phenomenally.