aashirvaad atta grp10
Post on 21-Jul-2016
47 Views
Preview:
DESCRIPTION
TRANSCRIPT
Team Ten:Rahul Saraf
Saurabh AwasthiGitanshu Arora
Preet Bani AlaghMukul Chandola
Tapabrata Ghosh
Objective
• Analysing the status of Aashirvaad with respect to its competitors
• Carrying market research on perception of customers about the product and analyzing the findings
• Carrying out market research on the perception of distributors, wholesalers about the product and analyzing the findings
• Providing recommendations based on the study
CONTEXTCHANNELCONSUMERCOMPETITORCOMPANY
Methodology
• Primary survey of consumers • Primary survey of retailers, distributor and sales
people• Primary research on alternates of branded atta• Secondary research from online sources• Primary research on buying options available to
consumer, both in terms of brand and place
CONTEXTCHANNELCONSUMERCOMPETITORCOMPANY
Introduction
1910 •Established as imperial tobacco company of India•Focused on cigarettes and leaf tobacco businesses
1975•Made forays in hospitality sector•Runs 100+ hotels under brand names- Luxury Collections, Welcomhotels,
Fortune Hotels, Welcomheritage
1979•Entered paperboard business•Aimed to develop backward areas by providing education, environment
protection and community development
2000+•Started E-Choupal initiative in favor of small and poor farmers •Entered garment industry by wills lifestyle •Entered branded packaged food and launched ‘Kitchens Of India’ in 2001 •Launched Aashirvaad Atta, Sunfeast and Bingo
CONTEXTCHANNELCONSUMERCOMPETITORCOMPANY
ITC Limited• Annual turnover of US$ 8.31bn with market capitalization of
US$ 45bn• Employees over 25000 employees at more than 60 locations• Among the top 10 valuables companies in India, Fab 50
companies in Asia and part of Forbes 2000• Highly carbon positive, water positive and waste recycle
positive• Businesses include Cigarettes, Foods, Lifestyle Apparel,
Personal Care, Stationery, Safety Matches And Aggarbattis, Hotels, Paperboard, Packaging Printing And Infotech
CONTEXTCHANNELCONSUMERCOMPETITORCOMPANY
AASHIRVAAD ATTA• Introduced by ITC in May 2002 in Jaipur and Chandigarh• Initial promotion by giving atta pouches for free• Holds 56% market share• Buys directly from farmers through E-Choupal• Product range- whole wheat atta, multigrain atta and select
atta• Got world star award for excellence in the consumer pack
category for Aashirvaad Select
CONTEXTCHANNELCONSUMERCOMPETITORCOMPANY
Competitors• SHAKTI BHOG
– Introduced in 1970– Presence in 60 counties including USA, AUSTRALIA, NEWZEALAND, QATAR
• ANNAPURNA– Launched in 1998 by HUL– Atta range-farm fresh, multigrain and special– Tagline- ”EXTRA JO KISI BHI AUR ATTE MEIN NAHI”
• PILLSBURY– Launched by general mills in 1998– Product range-chakki fresh, gold and multigrain– Tagline-”Dil Se Khao-good For Your Family’s Heart”
• LOCAL PLAYERS– Biggest threat– Give tough fight on price factor
CONTEXTCHANNELCONSUMERCOMPETITORCOMPANY
Financial Analysis
• On buying wheat and getting it grinded– Cost of wheat/Kg : Rs 22– Cost of Grinding/Kg : Rs 3– Cost of labour and transportation/Kg : Rs 2The total cost/kg of flour
• Getting it grinded is Rs 27/Kg• Grinded by themselves is Rs 25/Kg
• On Buying Branded Flour from the market– The cost of buying from retailers is Rs 28/Kg
CONTEXTCHANNELCONSUMERCOMPETITORCOMPANY
Consumer Survey
Yes62%
No38%
Do you buy branded atta?
17%
53%
17%
7%
7%
Current Brand used
Annapurna
Aashirvaad
Shakti Bhog
Pillsbury
Other
44%
24%
28%
4%
Reasons for Buying Non-Branded Atta
Do not trust the purity of the packaged flour
Cheaper to get it grinded
Believe in traditional ways
Other
Trust
Quality
Price
Availability
Better advertisement than others
Nutritional Value
Other
0 5 10 15 20 25
Reasons for buying the Brand
Distribution Channel
• Traditional Channel
CONTEXTCHANNELCONSUMERCOMPETITORCOMPANY
Distribution Channel
• Modern Wholesale Channel
CONTEXTCHANNELCONSUMERCOMPETITORCOMPANY
Channel• MODERN RETAILERS
• ONLINE SHOPPING
Distributor’s Views• Not an exclusive distributor of Aashirvaad• Margin 2.85%• Gives credit period of 15 days• Requires minimum capital, Area and FMCG knowledge• Verticals T
raders
Small Kirana ShopsFood Retailers
HoReCa
HotelsRestaurantsCaterers
SCOs
Small and Large businessOffices and CompaniesInstitutions Entrepreneurs
CONTEXTCHANNELCONSUMERCOMPETITORCOMPANY
Sales Team• AC Nielson Survey• 110 retail outlets for branded atta /1lac population• 40 retailer visits/day by a DSM
National Sales Manager/ Vice President(Sales)
Regional Sales Manager/ Zonal Sales Manager
Assistant Sales Manager
Sales Officer
Distributor Sales Person
Retailer’s Voice
• Margin in local Atta is much higher (Rs 15 to 20) than that in branded ones
• Extra Profit in case of modern wholesalers like Walmart’s Best Price and Metro Cash and Carry
• Competition forcing to sell far below MRP(Rs 380)• Reconfirmed that consumers more aware
CONTEXTCHANNELCONSUMERCOMPETITORCOMPANY
ITC’s Focus On Premiumization
• Fiama Di Wills• Choco Fills Dark Fantasy• Paperkraft• Aashirvaad Select– Madhya Pradesh’s Sharbati wheat– All ads focusing on the premium brand
CONTEXTCHANNELCONSUMERCOMPETITORCOMPANY
Aashirvaad’s Presence On Social Media
CONTEXTCHANNELCONSUMERCOMPETITORCOMPANY
Recommendations
• More stringent packaging laws – complaints of rodents and insects are avoided
• Advertise more in the rural areas – Educate the masses there about the purity of the product. – Huge opportunity ,first mover.
• Different offers for rural areas – Boost sales.
• Increase the incentive for distributors and retailers.– Motive to push the product higher margins than local
brands.
CONTEXTCHANNELCONSUMERCOMPETITORCOMPANY
THANK YOU
top related