GITS

REJEVUNATION OF BRAND GITS

SUBMITTED BY: Group No. 4

Section- DE1

Rohit Goel (2012255)

Roshni Chabbra (2012259)

Sagar Panchal (2012262)

Sakshi Nagar (2012266)

Saurabh Shrivastava (2012281)

Saurabh Singhal (2012282)

INTRODUCTION

In 1963 as a convenient package food company

Founders - H.Z. Gilani and A.K.Tejani.

Pioneering the ready-to-cook concept.

Now manufactures a whole range of Indian snacks developed and perfected by rigorous in-house R&D.

45% of total revenue from exports.

HISTORY

Gits has been venturing into packaged food market since the past 5 decades

DECADE 1- market with dehydrated soup mixes and further on to popular food mixes such as Idli, Dosa, GulabJamun.

DECADE 3-concentration on branding -Rigorous advertisement on the premium Indian channels -Depots were established across India

DECADE 4-extension to dairy products-State-of-The-Art Alfa Laval Dairy plant was set up -product innovation -Packaged pure ghee made up of cow milk

DECADE 5-set up retorts manufacturing plant to Ready To Eat food line-Expansion of Gits Plants-export network spread to 35 countries

DECADE 2- 10 more traditional Indian foods -changed its packaging to printed cartons from pouches and cans-focused on exporting

EXISTING BRAND STRATEGIES

Brand Personality THE TRADITIONAL & HEALTHY

Ready to cook targets modern housewives & their young daughter

Ready to eat targets working class women & men

USP 3 easy steps

COMMUNICATION STRATEGIES

Television Commercials

Ready to cook (Old Ads)

COMMUNICATION STRATEGIES (Cont.)

Ready to cook (New Ads)

COMMUNICATION STRATEGIES (Cont.)

Digital Media

COMMUNICATION STRATEGIES (Cont.)

Public Relations

COMMUNICATION STRATEGIES (Cont.)

Public Relations

GROUPS TAKE ON PAST STRATEGIES

The distribution network of GITS has fallen

Ease of ordering (no provision of online ordering, out of stock in most retail outlets)

Packaging (revamped twice but still below standards and not attractive)

Interactive website Not applicable (though informative regarding its product)

Lack of competitions and programs

NEW S.T.P.

SEGMENTATION

1. The indulgent homemaker

2. The traditional homemaker

POSITIONING

Traditional taste and high quality

Lesser priced

Visibility

Attractive packaging

TARGETING

Global Indians/NRIs

Migrant working population

Urban lifestyle

Choosy and old people

Price conscious people

Busy and young people

COMPLETELY REJUVENATING THE BRAND

Same since last 5 decades, hence, obsolete

New Logo (Face of the Brand)

New Tagline - GIVE TASTE TO YOUR HUNGER

NEW SKU AND PACKAGING

Product Improvement

Investment on R&D

combo meals

Distribution Strategy

Reasons of Failure

Took market share for granted

Lack of dealer network

Lesser margins to retailers

Lack of dealer incentive programs

Negligible shelf space in departmental store

Competitors entered: MTR, Kohinoor, Haldirams

Tie ups with retail chains not utilized well

minimal presence in online food stores

only 3 products of GITS are in demand

RELAUNCH STRATEGY

LAUNCH PHASE

Launch of date New Gits on 1st December, 2013, in sync with Golden Jubilee celebration.

Buzz creation- TVC, Print Media, Online Propagation.

Posters at retail outlets saying Change is coming.

Competitions at malls with high foot fall.

Free sampling and try outs

POST LAUNCH PHASE

Specialty stores launching

Continue with the competitions for some time frame

FM radio and Local newspapers

Competitions on newly interactive website

Capitalize and market the CSR activity.

NEW BRAND COMMUNICATION STRATEGIES

TVCs

CRM

WEBSITE

SOCIAL MEDIA

CAMPARING GITS PRICING STRATEGY WITH ITS COMPETITORS

GITS DOSAI MIX(200g)Price: Rs. 32.00MTR DOSA MIX(200 g)Price: Rs. 34.00AASHIRWAD INSTANT MIX RICE DOSA(200 g)Price: 32.00GITS GULAB JAMUNMIX(200 g)Price: Rs. 58.00MTR GULAB JAMUN MIX(200 g)Price: Rs. 60.00AASHIRWAD INSTANTMIXGULAB JAMUN(200 g)Price: Rs. 60.00GITS RICE IDILI MIX(200 g)Price : Rs. 32.00MTR IDLI MIX (200 g)Price: Rs. 37.00AASHIRWAD INSTANT MIX RICE IDILI(200 g)Price: 29.00GITS CHANA MASALA(300 g)Price: Rs. 55.00MTR chana masala(300 g)Price: Rs. 60.00AASHIRWAD READY MEAL PINDI CHAANA(300 g)Price: Rs. 50.00 GITS Dal tadka( 300 g)Price: Rs.55.00MTR Dal fry(300 g)Price : Rs. 55.00AASHIRWAD INSTANT YELLOW DAL TADKA(300 g)Price: Rs. 50.00GITS PALAK PANEER(300 g)Price: Rs. 60.00MTR Palakpaneer(300 g)Price: Rs 65AASHIRWAD INSTANTPALAK PANEER(300 g)Price: Rs. 60.00

PRICING STRATEGY

In order to survive in market GITS need to adopt profit oriented as well as sales oriented strategy.

The schemes it can adopt are:

Freemium

Decoy pricing

FINANCIAL STRATEGY AND IMPLICATIONS

Increase in marketing expenses to 9% of the annual turnover, from the existing 7%.

Target sales revenue growth of around 25-30% in the next fiscal year while a strategic growth of 70-75% in the coming three years.

Increase in market share to atleast 30% of the market from current level of 17% over next 5 years.

QUESTIONAIREFINDINGS

Category of respondents

Age group

Frequency of use

Top Of the Mind Brands

No . Of respondentsRuchi Soya (Nutrela)Mc CainAmulMTRITC (Kitchens of India)FritoLay, Quaker OatsHaldiramGitsITC (Sunfeast, Knor)NestleCadburyDel MonteBritaniaBikanerWalaPriya FoodsParleRealKohinoorACT 2Minute Maid1516444719297242414153826