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ReRe-launching Exotica
December 5, 2009
Overview
Indian Market Size
300 250 200
148 155
12%
209 182
240
In USD million
Launched in 1996 at Anand, Gujarat Number 1 ice cream brand in India Real Milk, Real Ice Cream Market Share of Major Players India s First Pro-Biotic Wellness Ice cream for the health conscious & Sugar Free Delight for Diabetics
Organized
Unorganized
Amul
HUL
Vadilal
Mother India
Others
38%
12% 14%
5C Analysis
Needs:
Stated, Real, Unstated, Delight, Secret
Significant brand differences
Complex buying behaviour Variety seeking behaviour
Customer
Situations of Use:
Parties, evening walks, after meals
High Involvement
Low Involvement
Organised sector
Unorganised sector
Fierce competition from the well established unorganised sector
Competitive advantages
1. 2. 3. Cost leadership First Mover advantage e.g. ProBiotic Brand name advantage
Competitor
Kwality Walls (HUL), Vadilal Industries, Baskin Robbins, regional players viz. Naturals
Suppliers
Complementors
Hotels Catering houses Corporations
Collaborator
1. 2.
5C Analysis
Strengths Weaknesses Opportunities Threats
ySuperior Brand Equity yHighest market share of 38% in ice cream market yWide Product portfolio at low price yWell spread cold chain distribution network
yPoor geographical coverage in rural areas yRaw materials and the product itself (ice cream) are perishable items lack of good cold chain in rural areas
yFew players in the premium segment ice cream yLow per-capita ice cream consumption but rising income levels in India
yLow quality competitive pricing from unorganised sector yForeign players in the market targeting high income consumers: Baskin Robbins, Haagen-Dazs
Company
Economic environment
Context
1. 2.
Socio-cultural environment
1. 2. Demographic dividend Change in lifestyle 1.
Political/Legal environment
Economic liberalisation leading to entry of global majors
Segmentation
Zones/Region Psychographic Lifestyle City Personality
Geographic
Rural/Urban
Malai Kulfi
Bricks
Exotica
Sugar-free ProBiotic Can Amul eat into Baskin Robbins share? Survey results: 71% surveyed do not associate Amul with premium ice cream
Product
Candy
Cones
Dollies
Cups
ProLife
Branding
Parent Company Ingredients
Amul Milk Amul
Extension
Exotica
Place of Origin
OTHER BRANDS
Milk producers in Gujarat
Anand, Gujarat
PEOPLE
PLACES
Amul parlours
THINGS
Marriages, Parties
Events
Causes
Branding
New Brand Options for re-launching Exotica Sub-brand Endorsed brand
Brand Resonance
Consumer Feeling
Consumer Judgment
Performance
Image
Salience
Branding
Building Brand Equity for Exotica
Brand Elements
Name: Relates to premium Logo & Slogan: Emotional connect of Amul with consumers
Real Milk, Real Cream, Real Ice Cream
Communication
Packaging & Design: Attractive packaging Brand Persona: Stylish, Pleasing, sumptuous
4P Analysis
Classification Differentiation
1. 2. 3. Form: Take-away pack Features: Rich taste, less overrun High quality and consistency
Product
Product Development
1. Line Extension 1.
Product Packaging
Attractive tubs
Sticks
Frostik
(Chocobar)
Cones
Tricone
(Butterscotch, Chococrunch)
Malai Kulfi
Masti Kulfi
Bricks
Cups
Vanilla
Novelties
Cassatta
Exotica
Swirl Magic
(Vanilla Magic Strawberry, Vanilla Magic Chocolate)
Candy
(Lemon & Orange Stamina)
Shahi Pista
Strawberry
Alphonso Mango
Hum Tum
Double Swirl
(Kiwi & Passion Fruit)
Dollies
(Raspberry, Mango)
4P Analysis
Amul ice cream available in Recommendations for Exotica
1. Selected channel partners e.g. supermarkets 2. Scooping parlours 45% of those surveyed preferred purchasing premium ice cream from parlours
Place
Recommended Pricing
Pricing
Reason
Price of Amul normal chocolate ice cream (reference) Price Premium for extra creaminess Superior packaging Amul Exotica Premium brand value (after promotion) Amul Exotica Price to cover its normal value
Price
95 25 20 30 Rs 170/- per litre Survey results: 87% surveyed customers willing to buy at prices up to Rs.180/-
4P Analysis
Medium Offers
1. Buy One, Get One free (entire range of family packs) 2. Two Liter Super Saver packs
Promotion
Market
- Upper middle income group
Mission
-Creating brand awareness
Message
-Highlight key differentiating factors of Exotica
Money
-Increase advertisement budget for Exotica
Media
-Television commercials -Print -Internet
Measurement
-AIDA model (Awareness, Interest, Desire, Action)
Media Publicity
- Focused publicity campaign for Exotica
Use of Technology
- Creating awareness about existing option of online ordering
Promotional Offers
-Trade promotion -Scratch cards with minor prizes -Free on-the-spot trial scoops
Customer Retention -Increased Product Variety -Increased convenience to the customer -Engaging customers
Thank You