The Amrut of Life

PAANAMRUT

Objectives

♠To Revive the Tradition of Paan

♠To Launch a Product unfolding the mindset & taste of

the Indian Palate

♠To constantly deliver quality products and make our

organization a globally trusted brand

♠To bring joy in every bite & excitement for different

taste

Index

♠ Paan – A Tradition

♠ Betel Leaf- The Amrut

♠ Market analysis

♠ Market Opportunities – Customer Analysis

♠ Marketing Mix

♠ USP

♠ SWOT Analysis

♠ Ansoff’s Matrix

♠ Boston Consulting Group Matrix

♠ Promotional Strategy

♠ Interactive Game on Paan

♠ Back Up Slides

PAAN is a Tradition

Betel Leaf - The Amrut

♠According to traditional Ayurveda medicine, chewing areca nut and betel leaf is

a good remedy against bad breath

♠Betel leaf juice is credited with diuretic properties.

♠Betel leaves are beneficial in the treatment of nervous disorders.

♠The betel leaf has analgesic and cooling properties.

♠Betel leaves are useful in pulmonary afflictions suffered in childhood and old

age.

♠Local application of the leaves is effective in treating sore throat

The Amrut of Life ♠ PAANAMRUT

What

• Premium quality ready-to-eat Paan, hygienically packed

Who

• Vibrant youth, busy corporates & businessmen, Energetic 21st century women

Why

• Inculcate healthy habits• Enhance the overall quality of life

The Amrut of Life - PAANAMRUT

Market Analysis

Market Opportunities - PESTEL

• Government supports tobacco & nicotine free productsPolitical

• Supportive pricing strategy• Disposable income not affectedEconomic

• Reviving the tradition of mouth freshener with health benefits

• Instead of deforesting we are helping natureSocial

• Set up of Cancer research institute• R & D on climate and soil

Technological

• Operations on Biogas & Solar Energy • Rainwater harvesting

Environmental

• Employment of laborers as per Indian laborLegal

Segmentation & Targeting

♠ Regular Paan Eaters and Paan Masala Gutkha Eaters are the people who will actually buy & use our product

♠ Findings of research & analysis indicates that the group of Occasional Paan Eaters and Non-Paan Eaters will strongly influences the purchase process

Market Opportunities – Customer Analysis

Positioning

100% tobacco free & nicotine free Benefits from organically grown Betel leaves

Segmentation & TargetingPaan Masala &

Gutkha Regular Paan Eaters Occasional Paan Eaters

Non-Paan Eaters (includes non

drinkers & smokers)

Market Opportunities – Customer Analysis

Marketing Mix (4 P’s)

at the right time.

at the right price,

Right product in the right

place,

♠ Banarasi Meetha Paan ♠ Paan Pillets ♠ Paan Shots

♠ Banarasi Sada Paan ♠ Chocolate Flavoured Pillets ♠ Paan Kulfi

♠ Calcutta Meetha Paan ♠ Mint Flavoured Pillets ♠ Paan Chewing Gum

♠ Calcutta Sada Paan ♠ Rose Flavoured Pillets

♠ Maghai Meetha Paan ♠ Vanilla Flavoured Pillets

♠ Maghai Sada Paan ♠ Strawberry Flavoured Pillets

♠ Chhote Nawab Paan

♠ Paan Thandai

♠ Cocktail Paan

♠ Dry Fruit Paan

Product

All Paan’s comes with & without Areca nut (supari)

Core

Basic

Augmented

Potential

PRODUCT

♠ Aids Digestion and Freshness element

♠ Hygienic Packaged Paan♠ Health Benefits♠ Tobacco Free

♠ Variety of Flavours♠ Diversification of the

product

♠ Product Mix & Innovation

Product Levels

USP

♠ Refreshing Taste

♠ Safe & Hygienic

♠ Addictive Flavor

♠ 100% tobacco free & nicotine free

♠ For All age groups (Youthful)

♠ Digestive Aid

♠ FDA Certified

♠ 100% vegetarian

♠ Beatle leaves are grown organically

Future Product Innovation & Product Mix

♠ Non-Alcoholic Organic Paan Flavored Drink

♠ Organic Paan Drink

Paan Type Price Size

♠ Banarasi Sada Paan 20 15gms

♠ Banarasi Meetha Paan 30 20gms

♠ Calcutta Sada Paan 30 15gms

♠ Calcutta Meetha Paan 35 30gms

♠ Maghai Sada Paan 35 15gms

♠ Maghai Meetha Paan 45 30gms

♠ Chhote Nawab Paan 30 15gms

♠ Paan Thandai 30 25gms

♠ Cocktail Paan 30 30gms

♠ Dry Fruit Paan 50 40gms

♠Hum Tum Paan 50 40gms

♠ Paan Pellets 25 1 Box - 10 Pillets, 20 gms

♠ Chocolate Flavored Pellets 30 1 Box - 10 Pillets, 20 gms

♠ Mint Flavored Pellets 30 1 Box - 10 Pillets, 20 gms

♠ Rose Flavored Pellets 30 1 Box - 10 Pillets, 20 gms

♠ Vanilla Flavored Pellets 30 1 Box - 10 Pillets, 20 gms

♠ Strawberry Flavored Pellets 30 1 Box - 10 Pillets, 20 gms

♠ Paan Shots 20 1 Blended shot 50 ml

♠ Paan Kulfi 20 40gms 1 slab

♠ Paan Chewing Gum 5 1 Strip – 6 Chewing Gum’s

♠ Organic Paan Drink 650 750ml

Pricing

♠ Premium pricing (also called prestige pricing) is our strategy

♠ Pricing at or near the high end of the possible price range will help attract status-conscious consumers

♠ The high premium pricing will enhance and reinforce our Brand image

♠ Brand and product attributes such as eco-labelling will add value for consumers and also attract premium pricing

♠ The price will be an indication of good quality

♠ Its a sign of self worth - "They are worth it;" it authenticates the buyer's success and status; it is a signal to others that the owner is a member of an exclusive group

♠ Packaging & Manufacturing unit located at Panvel

♠ Centrally located

♠ Surrounded by greenery

♠ Easy accessibility

♠ Close to Railway

♠ Final product can be easily transported to various parts of Mumbai

Place

Promotional Strategy

Promotional Strategy

♠ Active social media pages to interact with our ♠ Also promote our initiatives♠ All Major Travel, news , entertainment portals to show

Launch campaign♠ Launch PaanAmrut Website: 1st interactive Paan Site with

Blogs, CSR Activities, Campaigns, Event Presence, Tradition of Paan Unfolded

♠ Tie up with online partners for offering discount coupons as a visitor registers on the site Tie up with various leading restaurants providing authentic Indian food

Betel Leaves procured from

Betel Leaves procured from farm in Panvel

near processing and packaging

unit

Paan Ingredients assembled at the

factory

Assembly line for Production and

Packaging of the products

Stored in climate controlled rooms

under distribution

stage

Marketing Distribution

Product transported

within 24 hours

Reaches Franchises and

Outlets in Mumbai

Distribution Process

SWOTAnalysisOppurtunity

Threats

Strengths

Weakness

STRENGTHSSTRENGTHS

India’s abundance of natural agricultural resources makes the market attractive to investors from all food sub-sectors

Understanding of Indian consumer behavior

Effective & attractive packaging

Scope for considerable expansion across all formats and across all regions of the country

SWOT Analysis

Strong R & D leading to innovation

Strong and well differentiated brand

Wide distribution network

Strong marketing team

Quantity & variety

WEAKNESSESWEAKNESSES

Agriculture remains inefficient and is vulnerable to climatic changes

Infrastructure is notoriously inadequate. A 500km road journey can take as much as 24 hours owing to poor road conditions, congestion and tolls

Unable to have world wide operations

Low market share

Limited financial resources

Lack of awareness among prospective customer

SWOT Analysis

OPPORTUNITIESOPPORTUNITIES

Helps in improving people diet & daily lives

Changing life style of people

Company has advantage of economies of scale in packaging and advertising

Government is actively seeking investment in the food processing and agribusiness industries

Government deregulation

Potential for expansion in smaller town is still available

Competitive advantage over local market

SWOT Analysis

!

!

THREATSTHREATS

Introduction of new substitute products

Changing customer needs/tastes

Increased government regulation

Logistical problems, underdeveloped service networks and poor infrastructure hinder development of the industry

SWOT Analysis

Market Penetratio

n

Product Developme

nt

Market Developme

nt

DiversificationN

ewNew

Exis

tin

gExisting

Mar

ket

Product

Ansoff’s Matrix

• Existing market and New product indicated “Product Development” stage

• Packaging existing product in new way

• Introducing new product into existing market

• Research & development and innovation

• Detailed insights into customer needs (and how they change)

• Being first to market

Boston Consulting Group MatrixQuesti

on mark

Star

Dog

Cash cow

BCG Matrix

Market Share

Mar

ket

Gro

wth

HighLow

Hig

hLo

w

Question marks

represent business units

having low relative

market share and located in a high growth

industry. Potential to gain market share and become a star, and

eventually a cash cow

5% Market Share in 2013

Plan to increase market share up to 12% by 2015

Plan to increase market share up to 23% by 2020

Strategy to increase Market Share

♠ Plans to introduce Paan Parlor as one of the major step to increase Market Share

Strategy to increase Market Share

Packaging and labeling

Paan ingredients

Packaging and labeling

List of ingredients♠ Betel Leaf (Paan Patta)

♠ Lime Stone Powder and water (Chuna)

♠ Catechu and water (Kattha)

♠ Sugar, Powder rose leaves, Menthol & red food color

♠ Mix of vegetable and fruit powder (Heera Panna)

♠ Diced Betel Nut (Supari)

♠ Dates (Khajoor)

♠ Grated Saffron Betel Nut (Kesari Supari)

♠ Green Leaves (Hara Patta)

♠ Gulab Chutni

♠ Green Gold Chutney

♠ Elaichi (Cardamom)

So Just enjoy your

Paan !!!

THANK YOU

Back up

Q. No. Type Questions OptionsTick Here

1 whenHow many time in a week you would like to have Masala

Paan

1  2  3  4  5  

More then 5  

2 whereWill you prefer to have Paan from local tapri or from reputed

brand

Branded Paan  Tapri Paan  

Other then this  

3 whenHow many times you will like to have branded paan if it is

safe, tasty and health beneficial

1  2  3  4  5  

More then 5  

4Mouth Freshner

flavour/typeAfter a meal, what would you like to have as mouth

freshner?

Paan  Mukhwas  

Fresh Gum  

5Mouth Freshner

flavourWhat flavour of Paan you would prefer if avaliable

Chocolate  Rose  Mint  

Khus Khus  

6 Price How much you can spend on mouth freshner

10  15  20  25  

7Mouth Freshner

buyDo you buy your current mouth freshner / mukhwas from

market or you prefer home madeMarket  

Home made  

8 how supari Do you have Paan with Supari or without SupariWith Supari  

Without Supari  

9 brand Have you ever had Paan beforeYes  No  

10 when time Time of having Paan

After breakfast  After lunch  

After evening breakfast

 

After dinner  

11 whoDo you allow your spouse/GF/Children to have Branded

PAAN?Yes  No  

12 brandDo you know any branded PAAN company? or Any specialize

PAAN wala ? Yes  

If Yes, Then specify_____

 

13 generalAs a Paan connoisseur do you feel it is a decider of your

personality

Not at all  A little  

Somewhat  Very Much  

Yes  No  

14 brand As a consumer how do you perceive paan?

Product for freshness

 

Time pass  Value for Money  Use and throw  

Optional  

15 brand Overall, what is your reaction to the described product?

Poor   Fair  

 Good   Very Good   Excellent  

16 benefits What is it that element you like about Paan

Mouth Freshner   Digestive Properties 

 Sweetness   Savoury   Other:   

17 benefits What do you like least about a Paan ?

Juicy   Strong Flavour  

 Taste   Other:   

18 benefits What would be your main reason for buying Paan?

Mouth Freshner   Digestive  

 Acquired Taste   Subsitute to Mouth

Freshner 

 Flavoured Tastes in Paan

 

 Reviving an Indian Tradition

 

 Other:   

19 whoOverall, how interested are you in buying Paan if it were

available?  Neutral   Not very Interested  

 Not at all Interested  

20 who Which of the following best describes your need for Paan?

I really need Paan because nothing else

can solve this problem.

 

 This is a minor improvement over

what I currently use. 

 It looks okay but is about the same as what I have now.

 

 My current Paan would serve me

better. 

 I do not eat Paan   I am willing to revive the tradition of Paan in India which has

many healthy benefits

 

21 PriceBased on the description, what price would you expect to pay

for the product?

Rs 10 - Rs 15 Regular   Rs 15 - Rs 30 Regular

with Flavour 

 Rs 30 - Rs 50 Premium

 

 Rs 5 - Rs 10 Mini  

22 PriceAssuming the new product is priced comparably to other major

brands, would you say it is ..

Very Good   Fairly Good  

 Average   Somewhat Poor  

 Very Poor   Not Sure / Can't Say  

23 brandOther than the product itself, which of the following would most

influence you when deciding to buy a Paan?

Commentary on the internet/web site

 

 Word-of-mouth   Sales/service representative

 

 Industry publications   Advertising  

 Trade shows/events   Other: