high fortune (product brand management)
TRANSCRIPT
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?
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BRAND NAME & LOGO
A Horoscope with every Bite…
Get High on your Fortune!
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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
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COMPETITORS
Generally all organizations have competitors
in the market.
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COMPETITORS
INDIA
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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
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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.
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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.
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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.
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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.