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BREAK FAST : THE CEREAL KILLERBy

GROUP 5 :

Krishna Sai Annepu

Kapil Batra

Manideep Nulu

Sanya Ratan

Rithika Dang

Fen Joe Sebastian

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Concerned Product : Healthee Cereal

Parent company : Energee Foods

Product Assortment of Energee Foods:Ready-to-cook and eat instant foods including :

a. Instant dosas and idlis

b. Baked beans

c . Jams and

d. Canned cooked vegetables

e. Cereal

Energee foods entered the cereal market considering the growth of cereal market in

India.

The sales were not as high as expected.

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Problems faced by healthee cereal in the market :

1. Peoples perception of cereal as incomplete food

2.Competition in the market against a big fish kellogs

3.Existing positioning of cereal as a Breakfast food item.

4.Similar product offering.

5. competition with milk supplements such as boost, hersheys hot chocolate,

protinex etc.

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Important / noteworthy points in the case :

1. Its not possible to change the eating habits of indian customers to increase

consumption of the companys product

2. Eating habits depend on

a. Demographic factors

b. Geographic factors

c. Nature of work

d. Working conditions

e. Time at which they prefer to have their break fast

3.Cereal is seen and treated just as a supplement to milk.

4.Positioning the product as a nutritional food will prove to be a disaster.

5.The biggest challenge is to reposition the product in the consumer s minds

6.It is important to communicate to the consumers, how and how else the product can be

utilized.

7.Innovation in the usage of product contributes to the how else aspect of the product utility.

8.All of Oms suggestions were given while keeping an Indian house wife in mind,since,she is the

decision maker in the kitchen.

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Geographic Demographic Psychological Behavioural

1) Metro

2) Urban3) Semi-Urban

1) Housewives

2) WorkingWomen3) Bachelors4) Children5) Old aged

people

1) Innovative

2) Independent3) HealthConscious4) Fast pacedlifestyle

1) Consumption

rate2) BenefitsSought3) Attitudetowards Product

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Targetsegment

Demographics :

a.working class women-age (25-45)

b.Working classindependent men

Geographical:

a.Metros

b.Urban areas

c.Semi-urban areas

Psychological :

a.fast-paced lifestyleb.People who arenot so particular

about health

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THE MODEL OF HOW WHEN AND HOW ELSE

WHEN- ANYTIME, MIDNIGHT SNACK,BREAKFAST

HOW- COOKING SHOWS, ON THE PACKS OFOTHER PRODUCTS, VIDEO BLOGS, COMMUNITYPROMOTION, PRINT MEDIA AND OTHERS.

HOW ELSE- MULTIPLE USAGES,APPETIZERS, SALADS, TRAVEL MUNCH, HEALTHYSNACK, FRUIT SALAD, CUSTARDS.

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