Opportunity and issue analysis

In this section a SWOT (Strength, Weakness, Opportunity, Threat) is conducted for Chhaswala in respect
of the project undertaken, i.e analysisng whether it is feasible to open a branch of Chaaswala in Jaipur,
Rajasthan.

Strength
1. There is no dedicated brand in the area
which sells only chaas or lassi, making it
unique for the people of Jaipur.
2. There are a lot of varities of chaas and lassi
offered by the brand.
3. It serves different segments of the society.
For eg: It has Chocolate Lassi for the kids,
Mint Masala Chaas for the youngsters and
Kajubadam Lassi for the old.
4. Since Rajasthan is a desert area, chaas is a
quintessential for the people of this area,
thus making the area a viable option for it
to expand its business.
5. It provides the best quality dairy products
at reasonable prices and so it attracts
demands from the lower income groups
too.
Opportunity
1. It has the potential to associate with
online food delivery platforms like Uber
Eats and Swiggy to boost its sales.
2. Since Chhaswala does not have many
competitors in the market, it can easily
expand its business.
3. Since people are more inclined towards
healthy foods and drinks these days,
Chasswala has a wonderful opportunity to
establish itself in the minds of people by
potraying itself to be a healthy option for
the people.
Weakness
1. Chaaswala does not have a large
managerial team. It is managed by a small
team of people.
2. Since the brand is in its initial stage of
business, it has limited resources.
3. Since it is not a large brand, it cannot
allocate a large portion of its budget to
advertisements.
Threat
1. Since it is a Gujarati brand, it might face
some difficulty in adapting to the culture
of Rajasthan.
2. Since the factory is in Kalupur,
Ahmedabad, a factory will have to be set
up in Jaipur because transferring
perishable products from Ahmedabad to
Jaipur is not a great idea.
3. It might take a lot of time to achieve a top-
of-mind-recognition among the people of
Jaipur.

Objectives

The main objective of Chhaswala is to make more and more people consume healthier alternatives to
soft drinks which are available at costlier prices.

Before entering the market of Jaipur, Rajasthan, the following objectives can be set by Chaaswala:
 1. Analyse the demand of the products by placing the products in grocery stores throughout the
city in the 1st year, and setting up outlets in the subsequent years.
2. Attain break-even 4 years.
3. Attain sales of 20 lakh in the first year, 35 lakh in the second year, and 45 lakh in the third year.
4. Achieve top-of-mind recognition of 70 percent in the target segment for Chhaswala in the first
year and 90 percent in the second.

Marketing Strategy

The market strategy of Chhaswala covers the following:

Target Segment: The target segment from the point of view of income is middle class since the products
are very reasonable. The products are such that the brand can serve every segment of the society i.e.
kids, who might prefer chocolate lassi, youngsters who might prefer mint masala chaas, and old age
people, who might be inclined towards purchasing kajubadam lassi. But since Chasswala is aiming to set
up its outlets in Lal Kothi in Jaipur which is the hub of coaching centres and PGs, the main segment
which it will cater to is the student population.

Positioning: In the initial stages of estimating the demand, Chasswala will be able to place the products
in the minds of the customers by keeping the products in the grocery stores or super markets across the
city.

Product line: Chaaswala has multiple variants of products under its umbrella ranging from simple
buttermilk to mouth watering flavours of lassi in its Ahmedabad market which it will continue to sell in
Jaipur as well.

Price: Since there is no substantial difference in the purchasing power of the people of Ahmedabad and
Jaipur, the price can be kept the same for Jaipur market as the Ahmedabad market.

Distribution: Since Chhaswala is not a well known brand in Jaipur, its products will first be placed in the
grocery stores and super markets in Jaipur. Direct distribution through Chaaswala outlets can be opted
for in the subsequent years, after placing the product in the minds of the customers.

Sales promotion: Direct consumer promotion is usually expensive because it covers thousands of
individual consumers. As a small organisation, Chhaswala should promote dealers by offering them
handsome margins on purchasing the franchisee of Chhaswala.

Advertising: Because advertising was given no importance in Ahmedabad, it took some time for
Chaaswala to establish its brand value in the minds of the customers, it prefers to not to repeat the same
mistake while entering the market of Jaipur. So, since the outlet will be located in Lal Kothi, the coaching
hub of Jaipur, hoardings can be placed in front of the coaching institutes to attract students.