mktg growth
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INTRODUCTORY PRODUCT : INDIAN
PROBIOTIC FUNCTIONAL FOOD INDUSTRY
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Probiotic
Probiotics: Live microorganisms like yeast and some bacteria which when administered inadequate amounts confer a health benefit on the host
Global market of probiotic products- $14 billion
Indian probiotic market Rs 100 crore
F&S estimating its worth at a mere 20.6m Indian rupees (320,000) in 2009 report, but itshould push through the1m mark around 2013-2014 and be worth 1.3m in 2015.
India has a large growing middle class with increasing consciousness about health
Indian Probiotics market expected to grow at 22.6 % till2015
Growth: Branded milk drink market -14%, branded yoghurt market 33%
Challenges
33%ChallengesPoor cold chain and storage facilities
Complicated distribution channels
Low shelf life of products Slow development of probiotic application technology
[1]Proquest Document ID 1869376971,[2] Frost & Sullivan market researcher,[3]deccanherald website(25th August) [4] F& S report
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Products
Competition : Limited players in the segment
Amul, Mother Dairy, Nestle, Yakult Danone are major players
Products : Types of probiotic functional food products
Ice cream -First ever probiotic food product launched in India in 2007
Milk
Curd/Lassi
New products in the segment : poInnovative probiotic products like cereals, snackbars, soft drinks, chocolates, sweeteners, ready-to-eat cookies and jellies are either
evolving or available in markets outside India
Sources : [1]www.amul.com,[2]www.motherdairy.com,[3]www.nestle.in,[4]www.yakult.co.in
[5] Nutraceuticals Market India (Part I), July 2010, by research on India available at euromonitor
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Price
15-20%markup over normal products
No discounts and other schemes offered
Competitive pricing
Targeted at the urban health conscious segment
Sources:Frost & Sullivan Market Research
ISI Emerging Markets:Publication Business Line(23rd aug 2007)
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Promotion
Awareness : 48 per cent of consumers in Delhi were aware of Yakult, and37per cent in
Mumbai in AC Nielsen poll
Advertisement Target : Creating awareness is the fundamental target for probiotic
companies
Tag lines emphasizing health benefits of the products
Mother dairy
Leaflets and awareness programs by engaging doctors
BPOs and office space for promotions.
Sampling exercise in shopping malls and entertainment centers
Medical fraternity in the publicity and schools for promoting its product among the children
Yakult Danone
House to house sampling, seminars and research
Yakult ladies system - 140 ladies for home delivery and awareness about probiotic products across
major cities
Spending : Endorsement by celebrities for brand promotion and product awareness
YDI, Nestle
Sources : [1]www.dnaindia.com/money/report_mother-diary-to-launch-probiotic-curd-on-friday_1111996, AC Nilelsen polling
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Place
Premium products-Urban centric
Availability : Initially launched in metros then Slowly Spread to tier-I cities.
Targeting consumers through schools, offices and hospitals.
Innovative strategies : YDI-Sold at Retail outlets and through door-to-doorsales in metros
Current Status :
YDI Delhi-NCR, Pune. Mumbai, Bangalore
Sources: ISI Emerging Markets: Publication: Business Standard(Jan 29,2008)
Frost & Sullivan Market Research
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GROWTH STAGE: INDIANCAR INDUSTRY
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Car industry in India- overview
Passenger car market in India was dominated byMaruti-Suzuki till mid90s
Hyundai entered India in 1996. Tata launched
Indica in 1998, further adding to the competition. 15+ players in market
15 cars per 1000 people in 2010.
Sales in 2009-10 close to 20 lakh units.
12-13% growth rate projected for 2010-11 bySIAM.
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Overall growth in passenger car
production and market share
Source: Euromonitor
Industry sales by volume ( in 1000s of units)
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Growth of A few major players in the
car industry
Growth in sales by value ( in
crores)
Growth in sales by volume (in units)
Source: Euromonitor
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Increasing competition - reducing
profits per unit
Source: CapitalineDatabases
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Marketing Mix
Manufacturer Product Price Promotion Place
Maruti-Suzuki Alto 242000-
339000
Tagline Lets go Alto.
Promoted as being a fuel-
efficient car.
681 sales
outlets in 454
cities
Swift 437000-
558000
Tagline Youre the fuel. 681 sales
outlets in 454cities
SX4 728000-
904000
Tagline Men are back, 681 sales
outlets in 454
cities
Hyundai i10 360000-
580000
Tagline Catch the i.
Promoted as being thecountrys most fuel-efficient
car.
290 dealers
across the
country
Verna 688000-
967000
Tagline-Dynamic by DNA.
Promoted as being stylish,
sporty and powerful.
290 dealers
across the
country
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Marketing Mix
Manufacturer Product Price Promotion Place
Honda Civic 1281000-
1518000
Tagline It drives you.
Promoted as a stylish and
sporty car.
117 facilities in
70 cities
Mahindra Scorpio 725900-
1143400
Tagline Brawn to rule.
Promoted as being a strongand sturdy car suited for
Indian conditions.
101 dealers
across the
country
Mercedes Benz E
class
4155000-
6450000
Tagline Object of desire.
Luxury car targeted athigh-end customers.
24 dealers in
19 cities
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Thank You