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Demand
Industry Analysis
Estimated at INR 1300 Cr1800 Cr.
Expected to grow at CAGR
of 20%
Market is expected to
reach INR 3000-4500 Cr.
Market Analysis
Product
Knoor
Soupy
Noodles
Chinese
RTC
Range
Yummy
Chicken
Chinese
Chow
Indian
RTC range
Mast
Masala
Tomato
Chatpata
Current Scenario
D Mart Powai
Visibility of Competition
Current Scenario
Haiko Powai
Current Scenario
Wellness Care Powai
Reasons of Failure
Under penetrated soup category
Knorr as a brand always reminds of soup and not
noodles
Research shows that Indian Mothers were not
comfortable with 7 pm snack, fearing that it will kill their
appetite
Misfired line extension
Poor Packaging
Cultural Omission
Relaunch
Yummy Yoodles
Healthy rehne ka, Tasty tarika!
Segmentation
Demograp
hic
Behavioral
(Urban)
Indian
Occupation-:
Housewives/
WP
Health
Conscious
Temporal
Snack
Hard Pressed
for Time
Restaurants
Urban People
Family Life
Cycle- Single,
Married, with
Kids
User RateHeavy
User RateMedium/Light
Healthy, Fun
and Easy to
Cook Snack
(Urban)
Canteens
Semi Urban
People
Upward
Moving
,Middle class
Loyalty
Status- Hard
Core
Loyalty
StatusShifting
Temporal
Snack (Rural)
Food Joints
Rural
Annual
Income INR
1,20,000
Buyer
Readiness
StageInformed
Buyer
Readiness
Stage- Aware/
Intend to Buy
Geographic
Behavioral
( Rural)
Psychograp
hic
Institutiona
l
Target Customer
Positioning
We offer a fun, convenient, tasty and healthy snack
alternative for time pressed people which cater to the
needs of easy cooking needs of Indian masses, between
the age group of 24-50
Differentiation
New Brand Creation
Focusing on Changing Lifestyle among urban
population
Yummy Yoodles-: Represents Taste, Fun,
Convenience, Vibracy,
Cheerfulness & Health
New Story is told-:
Focus on Kid & Mom Relationship
Healthy rehne ka tasty tarika
where mom is just not the host for
Eliminate Brand Extension from Knorrkids friend but a active participant in
kids activities
Product
Ingredients
Noodle-: Healthy
(wheat, oats or rice based)
Edible Vegetable Oil
Masala Mix-:
Dehydrated Vegetables
(Onion, Carrot, Peas, Corn,
Beans)
Taste Enhancers-:
Black Pepper, Condiments,
Aniseed, Onion Powder, Garlic
Powder, Chilli
Price
Yummy
Yoodles
Chotu
Pack
Convenien
ce Pack
Standard
Pack
Family
pack
Festival
Pack
MRP-: Rs.5
Package
Size-: 50g
MRP-: Rs.10
Package
Size-: 100g
MRP-:
Rs.20
Package
Size-: 200g
MRP-:
Rs.40
Package
Size-: 400g
MRP-: Rs.50
Package
Size-:
500g
MRP
in.RS
20
10
40
50
0.5
18
4.5
36
45
1.8
0.45
0.9
3.6
4.5
Balance
16.2
4.05
8.1
32.4
40.5
1.62
0.405
0.81
3.24
4.05
14.58
3.645
7.29
29.16
36.45
Distributor Margin
@10%
Balance
Retailer
Margin@10%
COGS
Place
PAN India Launch
SEC A,B,C
Product will be launched in MTO, Retail Outlets, Kiryana
Stores, Institutions, Other specialty stores
SEC D
Product will be placed in all the retail outlets which are
selling Lifebuoy (One strip of Chotu Packs)
Promotion
Packaging
Promotion
Brand Ambassador
Key Focus of Yummy Yoodles is to
empower Housemakers
Sushmita Sen is Perfect example of Urban
Working Women striking perfect balance
between Personal and Professional Life
She represents young, vibrant, healthy,
active mother
Mother who takes care of fun and health
part of the food for kids
Completely Involved in Kids Activities
Replace Kajol who was just a Housemaker
and plays only a role of host to the kids
friends
Print Campaign
Radio Campaign
TVC
Online Marketing Campaign
Promotion
360 Degree Marketing Campaign
Newspaper
Magazines
Social Networking Sites
Radio
Television
Internet ( Social Networking Sites )
Broucher's
Bill boards
Promotional Event
Digital Marketing
Create a Facebook Page (Contests, Share Recipes & Stories)
Online Print Ad Campaign
YouTube Commercial Campaign
Tie up with Local Banaiya, Big Basket, Nature Basket, Big Bazaar Online Portals
Twitter Feeds
SnapChat Story
Google Adwords ( Search & Display)
SEO/SEM
Blogging
Mobile App
Yoodle App (Games)
SMS Blast
Email Blast
GMC calculation
Sr. No.
Name
Pack (in
cakes)
MRP
(Rs.)
Volume (Cr)
Revenue
(Cr)
1.
Mast Masala
Chotu
Convenient
Standard
Family
Festival
5
10
20
40
50
3
1.5
7.5
0.25
0.10
15
15
15
10
5
Chotu
Convenient
Standard
Family
Festival
5
10
20
40
50
2
0.5
0.25
0.125
0.10
10
5
5
5
5
Chotu
Convenient
Standard
Family
Festival
5
10
20
40
50
0.4
0.3
0.15
0.125
0.04
2
3
3
5
2
Chotu
Convenient
Standard
5
10
20
1
0.3
0.15
5
3
3
2.
3.
4.
Tomato Chatpata
Chicken Masala
Chinese Chow
60 Cr
30Cr
15Cr
15Cr
Expenses :
A&P @10%= 12 Cr
S&A @6%= 7.2 Cr
Gross Market Contribution= Total Revenue-( A&P+ S&A)
=120-(12+7.2)
=100.8 Cr
GMC%= GMC/TR*100
=100.8/120*100= 84%
Future Sales
Plan
36000000
Target sales
120000000
Month
Monthly Target(UNITS)
April
40 Lakh
May
30 Lakh
June
30 Lakh
July
80 Lakh
August
1 Cr
September
1.2 Cr
October
1.5 Cr
November
1.6 Cr
December
1.9 Cr
January
1.4 Cr
February
1 Cr
March
60 Lakh
Quaterly Target(UNITS)
1 Cr
3 Cr
5 Cr
3 Cr
Thank You!