SALES and DISTRIBUTION PROJECT

Marketing Strategy of FMCG & FMCD

Submitted to: - Submitted by: -

Prof Rahul Gupta Chaudhary Varun Gupta
18PGDM-BHU091
 TOO FRESH INDUSTRIES (PVT) LIMITED COMPANY

VISION
“To inspire healthier communities by connecting people to real food”

MISSION
To set world class standard in soup industry through providing various range of high
quality products that are prepared in accordance with India’s norms, serving to
satisfy customer taste and need and serving the society.

TOO FRESH INDUSTRIES IN INDIAN MARKET

Insta soups are easily and readily made soups that are cooked in less than 2 minutes with very less
efforts and anyone can make it whether male or female or you are of any age group.

The quickest and most delicious way to bust hunger pangs is with Too Fresh Insta soups.
With just one cup of water and in just two minute you can relish a delicious hot cup of Too Fresh’s
Insta soup, anytime, anywhere.

SLOGAN
“Hot bole toh Insta hot soup”

CURRENT MARKET SITUATION

“Insta Soup” is the easily and quickly made hot soup that is going to introduced in
the state of Odisha and even niche markets like Bhubaneswar, Khurda, Cuttak,
Jajapur, Puri, Sundargarh, Jharsuguda and many more Grade A & B markets of
Odisha. We are focusing to the middle level income group and young generation i.e.
Bhubaneswar is the great hub of institute/Universities where the number of youths is
generally more. The price of Insta-Soup is moderate because of high competition in
the market and to serve college youth with low level of purchasing power because of
dependency.
MARKET SEGMENTATION
The customer of “Insta-Soup” consists of the following:

 Geographic:
Geographical segmentation for food product like soup include urban & semi-
urban area with population more than 10 lacs i.e. Odisha. But more
specifically cities like – Bhubaneswar, Khurda, Cuttak, Puri, etc. In addition,
reasonable prices and excellent branding for soups add to the market
growth in the India.

According to MPV, MEI & MII Data: -

Odisha Population classification is-

Male % Female %
50.54 49.46

Odisha Population by age group %-

Age Group %
0–9 18
10 – 19 20
20 – 39 32
40 – 59 20
60 + 10

NOTE: - My target population would be of age from 15 to 50.

As, my product comes with moderate price so that Youth & Middle-class
people can easily afford it and segment that is mentioned above is 72% of 100%
which comprises a great target of us.

I’ll be target below mentioned Districts of Odisha: -

Based on MPV

S. No. District Grade MPV

1 Khurdha A 62.26
2 Ganjam A 60.28
3 Cuttak A 56.46
4 Sundargh B 42.55
5 Baleshwar B 38.49
6 Mayurbhanj B 31.58
7 Jajapur B 30.88
8 Puri B 29.51
9 Kedujhar B 29.23
The Market Potential Value of these above-mentioned districts is high as
compared to other districts of Odisha also these all are Grade A & Grade B
districts of Odisha. These districts consist of prospective clients for my
product according to the price of my product.
I’ll target these markets because there are prospective customers for my
product according to the price of my product also these districts are all of
Grade A & Grade B districts.

Based on MII

S. No. District Grade MII

1 Khurdha
2 Jharsuguda
3 Cuttak
4 Sambalpur
5 Sundargarh
6 Anugul
7 Jagatsinghapur
8 Puri
9 Ganjam
10 Jajapur
11 Baleshwar
12 Kendrapara
13 Bhadrak
A 127.91
C 101.29
A 99.52
C 95.17
B 94.01
C 90.76
C 90.10
B 80.35
A 79.02
B 78.19
B 76.73
C 76.66
C 76.20

The Market Intensity Index of these above-mentioned districts is high as

compared to other districts of Odisha also these all are of mostly Grade A,
Grade B & Grade C districts of Odisha. I have taken districts with & above
75.00 MII value. These districts consist of customers with high purchasing
power or capacity.
I’ll target these markets because there are prospective customers for my
product as these districts are all districts have customers with high
purchasing power or capacity.

 Demographic:
 We’ll target generation aged between 15 – 50 because they feel
the need of having soup before lunch or dinner.
 We’ll target Youth generation as it makes up approx. 30% of
market share and young people consume soup whenever the
feel like to have it.
 We’ll also target College students who live-in Hostels which
don’t have enough money to buy soup outside but can buy
insta-soup because of its low price.
 Middle-class people is also one of the target segment for our
product because of low price.
 Our market segment is quite differentiable (Such as Men,
Women) who have distinct choices needs and characteristics.
  Bigger family consists of 6 to 10 members can use bigger size
packet and single person and single family most probably use
smaller size packet. 
 People who are involved in earning and lead a prosperous life
also our concerning customer.

Total (‘000) % Male (‘000) Female(‘000)

% %
26,743 15,090 11,653
73.10 81.86 64.21

In order to actionable our marketing program our market segment will help us. We
can introduce different marketing strategy and promotional strategy according to
different people choice, preference and needs.
So, our market segment is measurable, accessible, actionable, and differentiable.

MARKET TRENDS

In our country people usually use to have soup before lunch or dinner as for
refreshment of mouth. However, among youngsters and people with age less then
50 use to have soup more before there main meal, but the generation with age
above 50 tend to have main course directly without any starters or soup so these can
be our target customer to achieve.

SWOT Analysis
Strength
Weakness
Opportunity
Threats

Strengths:
Updated technology plant
Quality product
Specialist available for specialize task jobs
Hire experience staff
Medical income of employee
Targeted to low and middle class people
Reasonable price
Expiry date above six months

Weakness
New in soup industry
Small distribution network
Strong competitors
No market share
Limited experience of customers

Opportunities
Increase the distribution network
Acquiring the new technology
Market is very big and attractive
Take over the distributor
Increase demand of high quality of product due to India being a developing country and density in
population

Threats
Political instability
New entrance of exiting competitors
So many competitors
Retaining consumers
Economic instability
Increase of general sales tax

MARKETING STRATEGY AND OBJECTIVES

The promoting strategy is predicated on positioning of product within the mind of

customers.
 Providing hot n tasty soup to the customers instantly.
 We'll distribute our product on mass level in order that we are able to
maximize the profit.

1. Positioning methods
We want to place our image within the consumer’s mind as compare to competitor’s
product. We wish to focus on the school and college graduate students and elder
peoples (age from 15 to 50) who like to have hot n spicy soup before having lunch or
dinner and wish to “Refresh” them an instantly.
2. Segmentation
We created the market segmentation on following basses
 Geographic
 Demographic
 Psychographic
 Behavioural

Geographic segmentation: -
according to-
 MPV
 MII
•Region
•City
•Rural and semi urban areas

Demographic segmentation
•Age
•Family size
•Gender
•Education

Psychographic segmentation
•Socioeconomic classification (SEC)
•Life vogue
•Personality

Behavioural segmentation
•Occasions
•Benefits
•User standing
•Usage rate
•Loyalty standing
•Readiness stage
•Attitude towards the merchandise

3. Targeting
We will target the subsequent customers
 Youngsters
 Mature

MARKETING OBJECTIVES

 To build a strong brand image and consumer loyalty.

 Maintain positive strong market growth in first years.
 Reduce consumer acquisition cost by almost 1.5% per year.
 Easy availability of the product to the target consumer.
 Create awareness about this uncommon product.

FINANCIAL OBJECTIVES
 Achieve breakeven within first year.
 To decrease production cost at every half yearly period steadily.
 To establish development budget and significant research for future
development and innovation of the product.
 MARKETING MIX
Product
Price
Place
Promotion

PRODUCT:
•Develop the long run relationship with customers
•Give values to the shoppers to delighting them
•Do whatever to satisfy the customers but retain our customers

In order to accomplish this objective, the corporate has established sales, selling and
support groups.

Product selection
Our product would be offered in following flavour’s:
•Hot and sour soup
•Sweet corn soup
•Manchow soup
•Schezwan soup
•All combine soup

Brand name
The name of our product is “Insta Soup”

Quality
High quality assurance would be our initial priority, this might be ensured by
  Implementing prime quality standards
 Total quality management
 Acquisition of prime quality raw materials

Design
Insta Soup is that the hot and spicy and instantly prepared soup with a eye catching
pack.

Features
Here area unit some options of our product
 Ready Instantly
 Simple to cook
 Excellent in taste
 Offers freshness
 Protection packing

Packaging
Product units area unit packed in 2-layered packet.

Size
Our product is on the market in 15gm pack.

PRICE:
Our worth includes custom services and different expenses. Passage through its life cycle changes its
worth strategy. to realize massive market share costs ought to be at moderate level to seek attraction
of huge variety of shopper.

Pricing in Indian Rupees

Vegetable Cost Rs 8/-
Factory Overhead Rs 5/-
Miscellaneous Rs 2/-
Retailor Margin Rs 2/-
Profit Rs 5/-
Total Price Rs 22/-
According to our above pricing plan we have decided to offer the product to customers at Rs.22. The
price is most competitive and offer a feasible enough to catch a large % of market shares.

PRICE AND QUALITY GRID:

This grid shows what pricing strategy a firm is persuing:

LOW Presentation Taste of Soup

PRICE
HIGH Market Capturing Advertisement

LOW HIGH

QUALITY

QUALITY:
According to the above grid we are offering high quality product with low price.

PLACE:
Distribution reviews

To assure the availability of its product Insta soup has established affective dealer network.
The main target of these soups is India.

MANUFACTURER

DISTRIBUTER

RETAILER

CONSUMER
The end consumer would then purchase “soup” from the retailer. The distributors are the foremost
reliable distributor within the region.

PROMOTION:
Actually promotion is the primary step while we are launching a product. But we make its strategy in
last because we want our good image in the mind of our customers .

Core sources of promotion:

S. District Grade MEI TV Print Radio Cinema Internet

No.
1 Khordha A 136.07 126.30 147.90 102.69 91.05 242.55
2 Ganjam A 89.13 102.41 82.56 46.00 44.67 73.72
3 Cuttak A 113.12 112.07 103.77 98.33 64.97 111.58
4 Sundargarh B 87.45 88.07 73.40 61.27 37.10 95.02
5 Baleshwar B 88.60 92.88 67.18 51.86 37.26 63.63
6 Mayurbhanj B 57.44 51.78 36.83 59.87 28.39 27.04
7 Jajapur B 90.11 91.27 69.91 68.54 40.58 56.06
8 Puri B 98.92 99.99 78.24 74.40 41.78 67.63
9 Kendujhar B 65.02 59.53 43.94 70.55 28.46 33.78

Criteria for promotion:

Our main objective to provide:

Awareness
Knowledge
Liking
Preference
purchasing

BENEFITS:
Following are the extra advantages that are giving to the purchasers to offer them values:

Buy 6 rappers and get 2 pack free.

Purchase ten pack & get 20rupee off.

V-One LAPTOP Marketing Strategy

VISION
To provide competitive, high quality electronic manufacturing services and
individualized customer service, while encouraging employee creativity, motivation
and team work in a continuously immersing environment

MISSION
To provide continuous process improvement strategies to ensure the highest quality
product and services because your dreams is our technology.

MARKET SEGMENTATION
The customer of “Insta-Soup” consists of the following:

 Geographic:
Geographical segmentation for product like laptop include urban & semi-
urban area with population more than 10 lacs i.e. Odisha. But more
specifically cities like – Bhubaneswar, Khurda, Cuttak, Puri, etc. In addition,
reasonable prices and excellent branding for laptop add to the market
growth in the India.

According to MPV, MEI & MII Data: -

Odisha Population classification is-

Male % Female %
50.54 49.46

Odisha Population by age group %-

Age Group %
0–9 18
10 – 19 20
20 – 39 32
40 – 59 20
60 + 10

NOTE: - My target population would be of age from 22 to 60.

As, my product comes with moderate price so that Youth & Middle-class
people can easily afford it and segment that is mentioned above is 72% of 100%
which comprises a great target of us.
o MARKETING MIX (4P’S)

 PRODUCT
 V-ONE as a brand name is associated with commitment towards its
consumers by providing high quality products. They have a recognition for
making sturdy and durable laptops.
 Types of product
1. V-ONE pavilion AMD Ryzen RS
i. 15.6 inch FHD laptop
ii. 8 Gb RAM ,1 Tb Hard drive

2. V-ONE pavilion gaming laptop.

i. i5 9th generation processor.
ii. 8 Gb RAM, 1 Tb Hard drive.
 PRICE

1. V-ONE pavilion Amd Ryzen RS is worth Rs 45.990.

2. V-ONE pavilion gaming is worth Rs 59,980.

 PLACE
We are planning to enter Orissa but we won’t launch in entire Orissa all at once.
So, first we find the top 3 places with the highest MPV & MII within the state we find
that
MPV MII

Khorda 62.26 127.91

Ganjam 60.28 79.02

Cuttack 42.55 99.52

sundargarh 42.55 94.52

So, as we can se in case of of sundargarh the MII is greater than Ganjam which means
the concentration of riches is greater in Sundargarh.
Also looking at the share of each indicator to District’s consumption in CD3.
We find: -
 Khorda 28.91

Ganjam 21.43

Cuttack 24.42

Sundargarh 26.33

So, we can conclude that the places to launch the would be: -
1. Khordha.
2. Cuttack.
3. Sundargarh.

These 3 places test as our test markets to find whether to go for state expansion or not.
Distribution System.
As our product is a high priced product we will sell through exclusive company
outlets, high end FMCD retailers and electronic supermarkets such as reliance digital,
croma, home shop 18 etc

PROMOTION
Before looking at the promotion plan we will have to look at our target
market so mainly our target market would be high school students, college
goers and office goers as we have gaming laptop which would be used by
first two class and a powerful official laptop for the last category.

Now, we will look into MEI index of these places.

We find that: -
 TV Print Radio Cinema Internet

Khordha 126.30 147.90 102.69 91.05 242.55

Cuttack 113.12 103.77 98.33 64.97 111.58

Sundargarh 87.45 73.40 61.27 64.97 95.02

Seeing the following chart, we find that Television and Internet and Print
would be the most preferred mode of advertisement and also the modes
match with that of our target segment.
As, for school and college student’s internet is a very of communication and
also a cheap mode of advertisement. And for office goer’s TV and Print
would be good media for advertisement.