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Jamnalal Bajaj Institute of

Management Studies

GoGette
rs

Mufaddal Dahodwala
MMS I

Debrup Chatterjee
MMS I

Mornings-Its good for you


Big Ticket Idea: Project
Poshan

Business Suggestions

Saffola Oats based breakfast


menu
Hot meals: Oats to be used in
out of home morning meal
preparation such as Dhokla,
Idli, Dosa etc.
Branded Ready to eat meals:
Cups containing saffola Oats
mixed with natural flavours
requiring only the addition of
hot water to convert the mix to
a nutritious meal
Ready-to-eat snacks:
Oats
can be given from kiosks setup
in malls, parks, jogging track,
etc.

Insights:
Women seen as the nutritionist
of the Indian family
Taking inspiration from HULs
Shakti
Amma
which
demonstrated local womens
ability to increase reach
Opportunity:
Increase
out
of
home
consumption
through
a
network of women microentrepreneurs
Build brand through local
influencers
Tap
inaccessible
areas:
Increase
penetration
Business model:
Select members as Poshan
entrepreneurs
She receives stocks of Saffola
Oats and drink concentrates
from local retailer
After being trained, the Poshan
entrepreneur then sells the
nutritional breakfast meals to
consumers

Business Model

SEC B to SEC A in Tier I and


Tier II Cities
Target are those
who are
always on the move and
who miss breakfast due to
lack of time or availability
Economic price points to
compete with local offerings;
profit model to drive high
volume sale
Indianization of products to
increase
brand appeal
High
Energy
Nutritious
Morning Foods
Communication
focus on
health and zeal to create
appeal and differentiation
for driving morning sales
Products to be conspicuously
branded with Marico names
Breakfast Cereal ExtensionsExtend Saffola Market Leadership
from current 35% market share to
over 50% and grow the market
from the current 200 Cr to over
500 Cr by 2017

Marico advantage
Upload your oats recipe and Strategically Gunning for the Low Hanging Fruit
Best one will get a chance
to meet Kareena Kapoor Immediate
Breakfast
Targets

Saffola 40gm
pack
Now 15%
extra!!

(Low Hanging
Fruit)

Medium
Term
Targets

(Challenging but
scalable)

Long Term
Targets
(Difficult but
Strategic)

Picnic
Bundle
Packs

Hydration
Bags

Oats Pizzas

Oats
Breakfast
Marico Chat
Corner

T&L
Breakfast
Campaign

Beverages
Cinemas

Project
Poshan
Canteen TieUps

Wedding
Offerings

It would be advisable to use a


moderate risk strategy by
first
implementing
the
suggestions with a high ease of
implementation
&
later
moving to the suggestions which
are difficult to implement but are
high
on
scalability
and
sustainability

Marico could enter and become a key player in the FMCG industry value chain backbone

Phase Wise Entry

First has to leverage Saffola brand image in the minds of people


through aggressive advertising in order to make people aware about
wholesome 40g packets
Tieups with
doctors/dieticia
ns

Target tactical locations in heavy


congestion areas such as Bus stops,
Railway Stations, School canteens and
malls for people who look for food on
the go

Advertise on
social media

Infuse
funds for

Tieups
Campaigns like
Kareenas
dietician
Rutuja Diwekar
Advertise
through malls
and retailers

Increas
e
Awaren
ess
1.

Increase market share through institutional


campaigns

2.

MAJOR PLAYER IN CUSTOM PACKING OF VALUE


ADDED PRODUCTS

3.

Lead through aggressive marketing campaigns

Target Market Size & Defining the Target


Consumer
Target Market Size- Healthy Cereal Lovers - age group of 1555 years
Segmentation and
Targeting

Usage

Utilitari
an

15-25
years
Positioning

Core Target
Consumer

26-35
years

Premium

35-45
years

Tradition
al

45+
years

Wholesome and filling, delicious, hygienic Indian


breakfast Larger Towns to Metros
Shoppers of breakfast
cereals(cornflakes,
muesli)
Students

Age Group 15-30


Occasions: A refreshing
stomach filling easy
&
quick to prepare evening
snack to satiate the taste
buds while also fulfilling
Religious fasting needs of

Sales improvement (%) in Saffola oats through


different interventions
Improvement
60
50
40
30
20
10
0

Improvement

Driving Brand Resonance


Occasions - Making them Better for You

Travel &Outdoo
Weddin
Lodging
r
Picnics gs

Target Special Occasions to


Endear Brand and Create
Brand Loyalty

Garner Profitable Trials, to


Increase Customer Life Time
Value

We suggest Tie-ups with caterers to host


Marico chat plaza counters in weddings
and functions to penetrate the market
which is worth more than Rs 1 Lakh Cr
Bundle ready to eat products into a
saffola Picnic Basket
Add a saffola Blanket into the basket to
drive brand loyalty
T&L Partners to include Oats dishes in
their complimentary breakfast menus
Use fact sheets to convert trials into
regular customers

Convenience
Choice
Consumption

Increase dominance in theatre segment


Generate upto 20% increase in Marico revenues
theatre

Increase Brand Resonance


Increase in Revenues by 15-25k per wedding catere

Bundling to drive trials of new products


Incremental sales almost up to 2% of the T&L industr

Inculcate a habit for oats consumption by genera


trials
Create a B2B channel with regular off takes

Reasons for threats to Saffola oats in


India
Price sensitive market and perception
Increase in competitors and cheap
prices
Preference for small SKUs due to ease
of use and having different items for
breakfast daily
Threat from other cereals

Opportunity Assessment exposes major entry areas like healthy food for breakfast and
capture
the oats market which is worth 200 crores

Entry Opportunities in Value


Chain
Daily Extension services

Importa
nce in
value
chain

Synergy
Potentia
l

Availability in malls
Threat from competitors
Online orders through various sites

Satiety potential of 40g packets


Marketing through Kirana stores

P
P
P
P

Leveraging benefits of safflower oil


Call centre service for consumers
Set up of extra awareness campaigns

Few of the entry areas in industry have a strong synergy with


existing businesses of Marico
Source: Team Analysis