rijal's namkeen - marketing report
TRANSCRIPT
Rijal’s NamkeenA PRODUCT BY RIJAL FOOD PRODUCTS
SITUATION ANALYSIS - MARKET SUMMARY• The food industry in Nepal is forever changing to suit their
consumers’ needs and budget• A need for constant adaption by the industry players• Rijal’s Namkeen competes on various factors such as distinct
packaging, product quality, traditional taste and authentic spicy flavour
• Timely introduction of new products and line extension has played a major part in the buying behaviour of consumers as well
COMPETITORSNational:
● Shristi Bhujia Dalmoth Udhyog
● Mahesh Foods
● Nataraj
● Nature's pride
● Shiva Shankar
International:
● Haldiram
● Bikano
● Pran
MARKETING STRATEGIES - MARKETING OBJECTIVES:• Currently holds a market share of 30-35% and aims to
increase by 10% in the next five years with additional promotional activities and reach in new geographical regions
• Improve product awareness through advertising campaigns and other promotional activities such as sponsoring of events on a bigger scale, organising more programs for social welfare
• Gain competitive advantage over its customers by addition of fruit flavours in its namkeen products
FINANCIAL OBJECTIVES
• Current annual sales of NRs. 100 million, and to increase by 15% in the next five years by reaching out to wider market including international markets as well
• To reduce cost of production by atleast 10% with greater economies of scale and introduction of new technologies.
• Increase advertising expenses by 5% by widening its advertising tools
SEGMENTATION Geographical segmentation:
Major hubs of Nepal such as Kathmandu, Birgunj, Pokhara, Biratnagar, Bharatpur, Janakpur, Butwal, Bhairahawa, Dharan, Nepalgunj, Hetauda, Dhangadi, Illam etc.
Behavioural segmentation:
Travelling individuals and family members
Income-wise segmentation:•Lower class - Family income (4 people) of upto NRs. 20,000 per month•Middle class - Family income of NRs. 20,000 to NRs. 80,000 per month•Upper middle class - Family income of NRs. 80,000 - NRs. 2,00,000 per month•Upper class - Family income of NRs. 2,00,000 and above
Gender-wise segmentation:
•Male and Female
TARGET MARKET•Major areas of Nepal- Kathmandu, Pokhara, Birgunj, Bharatpur and Butwal where the markets are easily accessible
•Middle class people with a monthly income of NRs. 15,000 to NRs. 80,000
•The small packets of 100 gms to 400 gms are for travellers or working people of lower to middle level who like to have something while they are free.
•Large packets of 700 gms and 1 kg are targeted towards family (nuclear or joint), especially housewives who have a major role in purchasing such items for the family.
MARKETING MIX - Product• Varieties of product under the brand name Rijal’s
Namkeen• Products are made with selected raw materials
that are found locally and others are imported• Packaged in such a way that the food is fresh and
hygienic• Different sizes : 100 gms to 1 kg• Produced using high tech machineries
MARKETING MIX - Pricing
• Competitive price to penetrate the market• Price varies as per the type of namkeens and
types of raw materials used• Competitor’s pricing are considered• Retailer has profit of 10-15%, wholesalers of 7-8%
and dealers of 5%
MARKETING MIX - Place• Available in the major hubs of Nepal• Manufacturing takes place in Chitwan• They have their own delivery truck• Dealers 》Wholesalers 》 Retailers 》 Customers• Product lead time is maximum of 3 days• Some distributors are provided with small packets
whereas some are provided with large packets• Warehouse is maintained as per the batch
production. The company uses LIFO Method for its dispatch.
MARKETING MIX - Promotion • Marketing on Social media such as Facebook & Instagram• Focuses on CSR• Stalls are kept in fairs• Dealers are given with extra commission of 3% of their total
sales at the end of fiscal year• Wholesalers are given different gifts • Display racks are given to retail outlets• Sponsor in different events that are organized locally• Annual event for distributors and retailers
Promotional Activities
Promotional Activities
Promotional Activities
FINANCE AND BUDGET
FINANCE AND BUDGET
CONCLUSION
• There is a great opportunity for Rijal’s Namkeen to grow bigger on a national and international level.
• They should aim at constructing a comprehensive media mix. It could:• Venture into corporate tie-ups at its various outlets.• Set up mini outlets inside the multinational office
complexes.• Conduct road shows on various campuses nation wide.
• Interactive communication should be given a high priority.• Concentrate on its branding activities• Adapting to changing customer taste
Thank you!