Download - Marketing plan PDF report

MARKETING PLAN BREAK FAST BOOSTER

Universal Business School

Karjat, Mumbai

Submitted to:

Prof. Bibhas Basumatary

&

Prof. Sushant Nanda

Submitted by: Group D

Atul Gurav (PGDM 2) | Shubham Parsekar (PGDM 2) |

Wendell Godinho (CMBA 6) | Teja Mulagala (PGCM 5)

|Mohit Bhat (PGCM 5)| Karan Gujral (CMBA 6)

DECLARATION

We Group D hereby declare that the Marketing Plan is our original

Work. It is submitted in partial fulfilment of the curriculum for the

degree of PGDM/CMBA/PGCM at Universal Business School,

Karjat, Maharashtra.

We further state that no part of this report has been submitted

for any other degree or any title equal in importance to any other

university.

QUOTATION

I

ACKNOWLEDGEMENT

We would like to express our gratitude to all the faculty who

helped us in accomplishing our project.

A special thanks to our Dean Mr. Bibhas B., by extending his

invaluable co-operation and guidance to complete our project.

We also would like to thank the Library staff for their co-

operation during our project work and special thanks to

Wendell’s family for their unconditional support in order to

complete the marketing plan successfully.

II

TABLE OF CONTENTS

Topic Page No Executive Summary

1. COMPANY’S PURPOSE

1.1 Product Solution 2

1.2 Mission 2

1.3 Vision 2

1.4 Values 3

1.5 Goals 3

2. ANALYSIS

2.1 External/Macro Environment Analysis 4

2.2 Market Analysis 5

2.3 Competition Analysis 8

2.4 Buyer Behavior 9

2.5 Issues and Challenges 10

2.6 SWOT Analysis 11

3. MARKETING & FINANCIAL OBJECTIVES

3.1 Marketing Objectives 12

3.2 Financial Forecast 13

3.3 Financial requirements 14

3.4 Resource Requirements 17

4. MARKETING STRATEGY

4.1 Segmenting 18

4.2 Targeting 19

4.3 GAP Analysis & Differentiation 19

4.4 Positioning and CVP 20

5. MARKETING MIX TACTICS

5.1 Solution (Product) 21

5.2 Access (Place) 24

5.3 Value (Price) 25

5.4 Education (Promotion) 27

III

6. GO-TO-MARKET STRATEGY

6.1 Production/Sourcing Plan 27

6.2 Launch Plan 31

6.3 IMC Campaign Plan 36

APPENDIX

Letter to Investors 38

Bibliography 39

IV

EXECUTIVE SUMMARY

Waffle’s is going to launch a Ready to cook Cake mixture in a packet

form, called “Break-Fast Booster” which is healthier than its

competitors like Betty Crocker, Pillsbury, as our product contains

ingredient like (whole grain) Multigrain, which are rich in Calories and

will help people to match the daily intake of calories required per day.

The location of the company is in Goa. Product will be launched in

Dadar (W) Mumbai. Total budget for the launch of the product as well

as for the marketing and advertisement is approximate 50 lakhs. The

promotion channels we used were direct marketing, mass media,

events, news apps, social media marketing, Out of Home Media, Radio,

Sponsoring of Cookery show etc., which are a part of Integrated

Marketing Campaign. For the Launch of the product we are going with

Pre launch, and Post launch strategy. The face of the Product will be

Nikita Gandhi, UAE (NRI) winner of MasterChef Season 4, India. This

will help the people to associate it with a healthy breakfast other than

just a cake. At the time of launch, the product will be sold at MRP Rs.

149

1

COMPANY’S PURPOSE

1.1 PRODUCT SOLUTION

Breakfast is the first meal of the day and is very important for everyone

especially children as it provides nutrients such as calcium, iron, vitamins

as well as protein and fiber.

Study in 4 metro cities - Mumbai, Delhi, Kolkata and Chennai found that

nearly 32% skip breakfast and reasons to blame like “no time” and “not

feeling hungry” and late night food habits

85% of the subjects from Mumbai strongly feel that cereals are good as

breakfast for kids.

Our Product will provide a solution by giving them a nutritious breakfast

in the form of cake.

1.2 MISSION

Our company’s mission is a two prong approach to benefit our customers

by providing:

Healthy options to enjoying fresh, organic Cake

Moving from all-purpose flour to Multi Grains

1.3 VISION

To provide the freshest, highest quality natural ingredients possible to

create organic and healthy cakes. We pride ourselves in also using recycled

packaging which allows us to co-exist within a friendly environment. We

realize that there is a growing demand for healthy choices that don’t

contain unhealthy ingredients that our competitors embrace. And we also

know that people are not willing to sacrifice the satisfaction of good taste

and premium quality.

2

1.4 VALUES

• Integrity: Be real

• Accountability: If it is to be, it's up to me

• Passion: Committed in heart and mind

• Quality: What we do, we do well

1.5 GOALS

Our prime goal and objective is to deliver the fresh quality, healthy and

organic product to our customers in the morning so as to give their morning

a kick start.

3

ANALYSIS

2.1 External/Macro Environment Analysis

Economical

Since our product is quite specialized, the prices are quite high. In the event

of extreme inflation or a recession, foods like breakfast cake may become

a luxury to a lot of people and become something that can be avoided. In

this case, in order to keep the revenue up and have customers buy our

products, we may have to decrease the price of our products. However,

Our Breakfast cake may suffer some losses since we do pay a high price for

our suppliers.

Social:

People are becoming more health conscious lately so foods like breakfast

cake that are high in sugar can become less popular, especially with

parents buying it for their children. Furthermore, trends are constantly

changing and with desserts and pastries, the trends can change as well.

Technological:

Technology does not play a huge impact on a cake manufacturing

company however, as technology does improve, it can allow us to make

our website and our business more well known to the public especially

when we consider expanding out to other countries. New cooking

products could make the process more effective and increase

productivity.

Legal

Documents required for setting up the Company:

Form “A”

Photo of food business operator

Identity Proof: Voter ID, PAN card, Driving License, Aadhar Card

NOC of Panchayat

4

NOC of Health

Area plan with Dimension

Ownership Document/ Lease Deed

Documents required for License:

Form “B”

Blue Print Layout plan of the premises

List of Directors / Partners with full address

Photo ID and Address Proof

List of food category desired to be manufactured

Ownership Document/ Lease Deed

NOC of Panchayat

NOC of Health

Appointment, Acceptance and qualification certificate of technically

qualified person. (Min B.Sc.)

2.2 Market Analysis

The baking industry which is estimated to be a Rs.5000-crore

industry by 2015 is expected to generate more employment and revenue

in the next few years.

Blame it on the fast-paced urban lifestyles, rising disposable incomes,

experimental palates or the increasing number of working women in the

country, the Ready-to-Cook food industry is on the upswing. The category

has emerged as the next best alternative to a home cooked meal. The total

processed foods market in India stands at Rs 1500 crore, out of which the

Ready-to-Cook segment share is Rs 600-700 crore (barring noodles) and is

expected to grow around 20-25 per cent over the next five years. (Figures

Courtesy: IBEF)

On the other hand, bakery industry is one of the high growth segments of

the country. As a result of changing eating habits in urban India during

5

recent years, due to social considerations and the improved standard of

living and also as a result of the influence of globalization, bakery industry

in India is going through impressive growth rates.

Bakery products are flour-based food baked in an oven such as bread,

cakes, pastries and pies. These are of mass consumption in view of its low

price and with rapid growth and changing eating habits of people, bakery

products have gained popularity among masses.

Industry Scenario

According to report by Research and Markets, the bakery industry has

achieved third position in generating revenue among the processed food

sector. The market size for the industry is pegged at US$ 4.7 billion in 2010

and is expected reach US$7.6 billion by 2015 and to reach US$10.6 billion

by 2018

The per capita consumption of bakery products in India, as it stands today,

is one to two kg per annum, which is comparatively lower than the

advanced countries where consumption is between 10 and 50 kg per

annum.

Innovations and R&D

Health and wellness as a trend is seen playing out in instant cake mix like

in most categories, with players bringing out healthier product options.

Even the biscuits and bread are no exemption for that matter. Britannia's

Nutrichoice has introduced its range of ragi, oats and 5 grain biscuits. In

breads also, the whole wheat/brown bread segment is seeing an upswing

The manufacturers nowadays were looking for development in the

mechanisms for bakery products as well as good ingredients.

6

Trends

While talking about new trends in the industry, the broader food trends

were also playing out here which included unbranded to branded, rural

adoption, premiumisation, health & wellness and convenience. “These

trends have manifested themselves in the various new

launches/introductions that we have seen in the past few years by leading

players by Pillsbury and Betty Crocker.

Chef Mahajan states, “Indians have always had a sweet tooth. With more

travel and exposure to the worldwide market, people have now started

appreciating good quality products, good quality ingredients, exquisite

finishing and are willing to pay the extra buck. People are less hesitant on

spending money, leading to the possibility of higher prices, leading to the

possibility of better products.”

According to Rathi of Devashree, convenience food is the need of the hour,

as there is increase in number of middle class people and husband and wife

both are working, so they opt for ready to eat food available in the market.

Factors for Growth

As India being health conscious in the recent trends, thus there exists a

great opportunity to launch our product as there is an immense growth

ahead.

Factors for Growth are

1. Ready to buy instant mix

2. Need of healthy breakfast

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2.3 Competition Analysis

Value Proposition: At Waffles we believe in nutrition but no compromise

in taste. We make our Breakfast booster with the goodness of multigrain

and flavor of cocoa. We don't believe in preservatives and we don't add any

of it. Our instant cake mix is not prepared instantly, it goes through many

stages and levels where we ensure the nutrition level reach from 0 to

maximum. Under hygienic conditions. Hence whenever you prepare the

cake at your home and served as Breakfast which will fulfil the morning

nutrition requirements for the body. Betty Crocker, a General Mills brand,

leads the $382 million market for cake, cupcake and pie mixes, with a 38.1

percent share. Pillsbury having the 8% share in the cooker cake market.

8

2.4 Buyer Behavior

Decision Making Unit: Father is called as the head of the family to take any

crucial decisions in the family whereas when it comes to food undoubtedly

mother is the decision making unit. She who decides what is good or what

is not for the family. At the end of the day it is her decision to choose the

right product to serve the family.

Substitutes: In today's there is substitute for each and everything as many

brands and product categories evolved and which is no exception for our

Breakfast booster. Substitutes like Pizzas, Burgers, Maggi, Fast food,

Multigrain products are to name a few.

Changing Habits: From Stone Age to modern age, humans’ food habits

changed over a course of time. Thus slowly people shifting from fast food

of no healthy values to nourishment options through multigrain. Chances

exist even it may not be a viable option as some other replace the same in

near future.

Trend: There is a great development in multigrain based food products like

biscuits and bread and breakfast mixes to name a few. Each and every

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10

category has its competition and is very attractive. A product which is tasty

may not be healthy all the time. In this domain each and every competitor

providing a tasty product yet healthy and nutritious.

Research Finding: The results have shown the ready-to-eat market

segment is defined by high growth in middle class section peoples and their

life style changes due to job factors. Some sections of the people agreed,

availability of product choices is also deciding them to buy such products

impulsively. Even some small section of the people agreed that most of the

youngster don’t want to spend much time.

2.5 Issues and Challenges

The challenges would be category-specific. Implementation of packaging

standardization norms appears to be the big challenge. Volatility in input

costs is expected to remain and this would add to the woes. The challenge

for multigrain instant cake mix would be to expand the consumption of

product regularly. In fact, this challenge is also a significant opportunity for

this particular segment. With the right enablers from product and supply

chain, this is a category waiting to explode.

The cake mix business is not a very high revenue-generating business. With

commercial property rates so high, it is very difficult to sustain and have

profitable retail outlets. It is also very expensive in cities like Mumbai to

expand the production unit due to the same reason.”

Rathi is of the opinion that quality of flour and supply chain were key

challenges for the bakery industry. Bakery manufacturers have to deal with

quality of flour and other ingredients. Whereas opportunities are immense

in this industry as disposable income has increased among the people.

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2.6 SWOT Analysis

Strengths:

Giving Back to the Environment.

Various Retail Outlets.

Reasonable Pricing.

Rich in Nutrition.

Weakness:

First Venture.

Difficult in Funding.

Minimal Marketing Experience.

No cake flavors.

Difficult in penetration in the market.

Opportunities:

Partner with other business.

Expansion in India

Growing E-commerce

Building long term relationship with delighted consumers

Threats:

Severe Competition.

Raw material cost may vary.

No partnership.

Financial problems.

Time Management can be a major issue.

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MARKETING AND FINANCIAL OBJECTIVES

3.1 Marketing Objectives

To be in the mind of the targeted customer as a healthy and tasty product.

To create an image of a socially responsible brand

To penetrate in the market against the big existing competitors (Pillsbury,

Betty Crocker)

3.2 Financial Forecast

P&L for Year ending for 31-March-2015

M/s Waffles

Dr Trading a/c & Profit & Loss a/c for year ending 31-March-2015 Cr

Particulars Rs Particulars Rs

To Opening Stock ₹ - By Sales ₹ 38,36,750

To Purchaes ₹ 15,90,000

To Factory Electricity ₹ 51,500

To Wages & Salaries ₹ 2,20,000

To Carriage Inward ₹ 4,500 By Closing Stock ₹ 2,10,000

To Gross Profit C/d ₹ 21,80,750

₹ 40,46,750 ₹ 40,46,750

To Carriage Outward ₹ 1,50,000 By Gross Profit b/d ₹ 21,80,750

To Sundry Expenses ₹ 5,000 By Discount ₹ 25,000

To Advertising ₹ 9,00,000

To Selling & Distribution ₹ 3,50,000

To Travelling Expenses ₹ 3,950

To Insurance ₹ 25,000

To Interest ₹ 3,00,000

To Taxes & Duties ₹ 20,000

To Depriciation ₹ 3,91,500

To Net Profit ₹ 60,300

₹ 22,05,750 ₹ 22,05,750


M/s Waffles



To Opening Stock ₹ 2,10,000 By Sales ₹ 45,71,320






₹ 48,01,320 ₹ 48,01,320










To Net Profit ₹ 3,04,010

₹ 25,06,960 ₹ 25,06,960

13


M/s Waffles



To Opening Stock ₹ 2,30,000 By Sales ₹ 53,17,810






₹ 55,42,810 ₹ 55,42,810










To Net Profit ₹ 6,40,080

₹ 28,60,930 ₹ 28,60,930

14

15

We have invested approx. 50 lacs, for land 38% , for Plant and Machinery

31.6% and for Industrial Shield 21.1% and others 47.3%.

Capital Allocation

Land

Industrial Shed

Plant & Machinery

1.7%

0.6%

1.7%

5.3%

38.0%

Furniture & Fixture

Equipments

Pre-Operative Expenses

Working Capital

31.6%

21.1%

16

Break Even Point Analysis

In a time span of 11 months and 21 days we need to sell 25,046 units at a

value of Rs. 37,31,835 to reach the Break Even Point.

TFC ₹ 27,30,000

VC ₹ 40.00

Monthly Units Sales

for 1st year

2146

Units 25046

Value ₹ 37,31,835

Period 11.7

17

3.4 Financial requirements

Sales & Promotion

Pre Launch Post Launch

Unipole ₹ 85,000 ₹ 85,000

Newspaper Ad ₹ 50,000 ₹ 80,000

Radio Ads ₹ 50,000 ₹ 50,000

TV Ads ₹ 2,00,000 ₹ 2,50,000

Billboards ₹ 2,50,000 ₹ 2,50,000

Mupis ₹ 75,000 ₹ 95,000

Metro ₹ 90,000 ₹ 90,000

Free Samples ₹ 1,00,000 ₹ -

₹ 9,00,000 ₹ 9,00,000

3.5 Resource Requirements

Manpower

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4.1 Segmenting

MARKETING STRATEGY

Segmentation Table

Segmentation for Cooker Cake Young couple Boomers Single Working women Home maker Elders Young

Age 30-45 30-45 50-65 25-30

Sex F F F M/F

Income High Medium Medium Med

Price Sensitivity Low Medium High Low

Segment Attractiveness High High Low Low

Health conscious Medium High High Low

Family size Small Big Big Small

Brand Preference High Low Low High

Instant mix preference High Medium Low High

Regularity High Medium Low Low

Purchase size Large Large Medium Low

Influencer Mother Mother Mother Self

Decision Maker Mother/Father Mother Mother Self

Segment Description:

Working women: They may not pull the time from their busy schedule to

prepare breakfast and would generally opt for instant mix which is easy to

cook and the same is served for children. Instead of the traditional instant

mixes which various companies’ offers for breakfast our Breakfast booster

can be a game changer as it is served as cake where children love to eat.

There is no promise that any instant mix will provide a nutritious rich

breakfast whereas our Breakfast booster does. This segment attractiveness

is very high.

Home Maker: Mothers / Home makers would generally go for a traditional

breakfast all over the India since ages. Gradually it is changing as children

are much concerned about the breakfast these days. Their concern is to

have pizzas, burgers and all kind of fast food (junk) which is not healthy.

Here mothers want an option where they can serve something in breakfast

19

which should be tasty and healthy indeed. Here our cake attracts this

segment.

Boomers: People of this segment do prefer to have instant mix products

but the segment attractiveness is very low. Since ages they got used to the

traditional breakfast and may not expect a shift in the breakfast habits.

Singles: These are those people who are youngsters both male and female

who go for jobs every day. Owing to the hectic schedule they may skip

breakfast and have the same in office or any nearby stall. But there are

couple of people who love to cook and prepare their own breakfast ranging

from normal bread and butter to Kulcha Nahari. Hence a few people can

opt for our Breakfast wherein they can have cake which is enriched with

nutrition and yet yummy.

4.2 Targeting

The great potential lies under the market segment of Home Maker and

Working Women whose segment attractiveness is relatively high and

attractive. Bother Elders and Singles may not prefer instant cake mix to that

great extent as they are going with their traditional breakfast and other

with the multiple options respectively.

Target Market Strategy: We try to reach the market with undifferentiated

marketing strategy in urban, semi urban and rural areas.

4.3 GAP Analysis & Differentiation

Point of Parity here is that we provide a ready to mix mixture in packet

form just as our competitors like Pillsbury and Betty Crocker does.

Point of Difference here is we are more of nutritional content as our

ingredients are derived from multigrain and healthy , whereas the

competitors here are using ingredients containing a larger proportion of

Refined white Wheat ( Maida) which is of less nutritious value.

4.4 Positioning and CVP

Customer Value Proposition: Our product Breakfast booster not only promises

a yummy breakfast but nutritious one with the goodness of multigrain.

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MARKETING MIX TACTICS

5.1 Solution (Product)

Breakfast Booster is a Multigrain flour proportion provided to customers

who are business oriented and are on the go and don’t have enough time.

Reason to go with these concept of healthy cake

CALORIES

CARBOHYDRATE Protein FAT

Calories is the measure of how much energy food or drink contributes to

maintain healthy weight. Normal amount of calories a man should

consume is 2500 Kcal and for women is 2000 Kcal a day. To maintain

healthy weight, you need to balance the amount of calories you consume

through food with the amount of calories you burn through physical

activity.

A person weighting 60 -65 Kg will burn 60 calories on average per hour

while sleeping or 500 calories during sleep for 7-8 hours, body burns

calories for different purpose like keeping blood pumped to organs and

tissues , maintaining a steady heartbeat and controlling internal body

temperature.

CARBOHYDRATES – It is the Macro nutrient we need in large amount.

According to Dietary Reference Intakes published by USDA, 45% - 65% of

calories come from carbohydrates. We need carbohydrates as it-

1. Acts as main source of fuel to our body

2. Easy used by body for energy

3. Are needed for central nervous system, kidneys, brain, muscle, heart.

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4. Can be stored in muscles and liver and later used as energy.

PROTEINS

10 – 15% if calories should come from Proteins. We need proteins form

1. Body growth

2. Tissue Repair

3. Immune function

4. Preserving lean muscle mass

FAT

Some fat is essential for survival, 20 – 25% of energy comes from Fat.

We need fat for

1. for Normal growth and development

2. Energy

3. Absorbing vitamins ( A,D, E)

4. Maintaining cell membrane

There are 3 types of Fat.

1. Saturated Fat – found in food like Meat, butter, cream.

2. Trans fat – found in baked, snack food, fried foods.

Both this fat increases your risk of Heart disease

3. Unsaturated Fat – Replacing saturated and trans fat in diet with

unsaturated fat, decreases the risk of developing heart disease. This is

available from Food like Olive oil, nuts, Avocado, etc.

Why Multi Grain and not refined white wheat (Maida)

Every whole grain consist of 3 parts

1. BRAN (outer layer) – contain fiber, antioxidants, Vitamin B and 50-80

% of minerals in grains like Iron, copper, Zinc, magnesium.

2. ENDOSPERM (middle layer) – containing Carbohydrates, Protein and

Small amount of B Vitamins and minerals.

3. GERM (inner component) – containing healthy fats, B vitamins,

Phytochemicals and antioxidants like Vitamin E.

Therefore this components contribute to the health promoting benefits

of the Whole Grain. Whereas Maida is composed only the Endosperm

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Portion of the grain. The milling process removes most of the Bran and

with some Germ, along with the majority of fibers, vitamins, 75% of

phytochemicals are lost in the Refining process.

Benefits of MULTI GRAIN

1. RAGI advantage – Great source of iron for individual with low

Hemoglobin level. Contains vitamin B, B6 and folic acid. It protects

against tumors. Easy to digest, so it always given as first food to babies in

the form of Ragi porridge, as it has dietary fiber in it.

2. Carbohydrates – multigrain is source of complex carbohydrates.

Nutrition experts recommends that we consume most of our daily

calories as carbohydrates, especially complex ones as they supply energy

for daily activities.

3. No Cholesterol – Being low in fat, they have no cholesterol as they are

derived from plant material. Since Ragi content in this multigrain is high,

so here the proportion contains amino acid (Lecithin and Methionine)

which help bring down cholesterol level by eliminating excess fat from

liver.

4. High in Fibre content – another advantage of Multi grain over white

flour (Maida) is its high fiber content. It helps you prevent constipation,

whereas the fiber content in Maida is low. It also aids in weight loss by

helping you beat hunger pang’s, therefore helping people substitute it

for Maida.

5. Better source of Phytochemicals – which fights disease and antioxidants

which are not found in fruit and vegetables. Vitamin B, vitamin E,

magnesium, iron and fiber helps in lowering cardio vascular disease,

type II Diabetes, cancer.

23

INGREDIENTS inside the package

1. Finger millets ( Raggi)

2. Wheat

3. Moong dal

4. Jowar

5. Bajra

6. Soya

7. Corn flour

Process to make the cake Mix the dry ingredients and sieve it 3 times. Stir in the wet ingredients little at

a time. Grease a backing tin. Pour the batter in it and bake in cooker on gas

without whistle and water for 10 min on high flame and 15 min on slow flame.

Check cake if done with a cake needle.

5.2 Access (Place)

Distribution:

In distribution channel, the model consists of C&F agent (carry and

forward) which helps company to find the links or contacts of distributors

all across the area. Therefore, the company will directs C&F agents to the

24

distributors which plays a vital role in this model. In this distribution

channel, the pull and push tactics are applied which states that the

priority is to spread the product to consumer at large extent.

The two ways the distributors can do the distribution are:

A. The distributors will distribute the product through his channel towards

retailers and can also direct through wholesalers which further links with

retailers.

B. The distributor can directly reach to retailer which further directs to

consumers. The retailer is the mediator between distributors and

consumers. Consumers will be the end users of the product and can

provide feedback which is essential and helps company to improve its

Quality at necessary point.

Waffles’ will have an e-commerce way to reach to the customer in future

years. E-commerce like amazon, snap deal, shop clues etc. will be medium

where our product will be launched and also our company provides the

own website where user can submit its order details (only bulk order).

The company’s website will mainly work for B2B (business to business) as

bulk order will be given by other businesses and distributors.

5.3 Value (Price)

We are offering Break-fast booster at a competitive price of Rs.149/-.

Though it is pricy than Pillsbury and less expensive to Betty Crocker but

we are providing a nutritious breakfast at an attractive price indeed.

5.4 Education (Promotion)

Promotional Strategies

1) Direct Marketing – We’ll send our salesperson to distribute

samples of our product door to door for free in selected areas

2) Mass Media- We’ll buy Grab Handles of buses and Metro having a

25

strip with the name of our product “Breakfast Booster”. This will

create continuous reinforcement in the mind of the customer and

will create curiosity in their mind to search about product.

3) Events- Mall Kiosks and Chef led promotions in prime visiting

locations (e.g. ) during weekends. Also we can sponsor and take up

stall in any upcoming food festival in the city.

4) News Apps- Buying Morning brief headline notification from these

apps for a certain day continuously for 4 weeks e.g. TOI

5) Social Media Marketing- Using sponsored ad on Facebook to

redirect people to our Facebook Page and also buying sponsored ad

on Instagram that will redirect people to our account.

Giving ads on trending cookery videos on YouTube.

6) OOH Media- We’ll use Bill Boards to put our ad in prime locations.

7) Radio- Top five FM stations for Mumbaikars are Radio Mirchi, Big

FM, Radio City, Fever FM and Red FM. We’ll give our ads in Morning-

Good Morning Mumbai, energize your Morning with Breakfast

Booster

8) Sponsoring Cookery Show – MasterChef show where Chef

instructs for 5 minutes on preparing cake

26

GO-TO-MARKET STRATEGY

6.1 Production/Sourcing Plan

Sourcing:

Ingredients are sourced in bulk from Goa Bagayatdar at a wholesale price.

Therefore, sourcing it from Goa Bagayatdar shahkari saunstha will

provides the fresh stock and also the customers emphasis on having

ingredients which are locally sourced.

Other than the locally used ingredients, sometimes ingredients are also

imported from other states as per the need and demand of the product.

Stocking:

Stocking of the ingredients is a major task on the hands considering if the

value proposition they are providing is they will deliver the products

within an hour, so it needs to be stocked properly and stock levels needs

to be thoroughly maintained and updated so as to give an effective

processing with fresh material.

Single Warehouse Storage, the useful way of stocking the raw materials.

27

The idea is to only have one single warehouse to keep all the desired raw

materials so as it will make order processing very easy and

straightforward. Keeping track of the materials helps to have systematic

way of work.

Packaging:

The purposes of packaging and package labels have many factors:

Physical protection Barrier protection

Containment or agglomeration

Information transmission Marketing Security Portion control

Packaging may be described in relation to the type of product being packaged: medical packaging, bulk chemical packaging, retail food packaging, military material packaging, pharmaceutical packaging, etc.

It is sometimes convenient to categorize packages by layer or function: "primary", "secondary", etc.

28

Primary packaging is the material that first envelops the product and holds it. This usually is the smallest unit of distribution or use and is the package which is in direct contact with the contents.

Secondary packaging is outside the primary packaging, perhaps used to group primary packages together.

Tertiary packaging is used for bulk handling, warehouse storage and transport shipping. The most common form is a palletized unit loads that packs tightly into containers.

So, for WAFFEL’s Break-Fast Booster the packaging design and structure are given below-

Packaging material will include:

Cardboard Box: Box would be used as the upper covering of the parcel to be delivered. And, also silver mini packet inside it which will hold the ingredients.

Sealing tape: Tape would be needed to seal the box and it would have

‘Break-Fast Booster’ name imprinted over it for branding purposes.

Corrugated box: In order to transport things such as boxes, we will need

upper packaging or corrugated box during the transit.

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All the packaging material would be sourced from packaging department

inside the company, which will help to measure, analyze the production

and design of the product. As the categories of containers varies

according to the material with its proposition we are using. Also, each of

the packaging material would be having company’s logo printed over it.

The above instruction is directed by Food and Safety standards of India.

This leads to a healthy service of food as it protects it from contamination.

In addition to it, the traditional “three R’s” of reduce, reuse, and recycle are part of a waste hierarchy which may be considered in product and package development.

Packaging ingredients:

For each of the dish to be prepared there would be fixed set of

ingredients to be poured in the package. These ingredients would be

decided by the employee Chefs of the company. Since it is very important

to ensure that each required ingredient is poured in the package,

packaging employee will have to fill a checklist before sealing the

package.

Order details:

After completing the packaging of parcel, order details print would be

pasted on the box. Then assigned delivery boy will pick the parcel for

delivery. Customer Support After-sales support is important in this

business because of two reasons. Firstly, it will help in addressing the

grievances of the customers effectively. Secondly, customer support can

engage customers for increasing revenue per customer. Following things

regarding customer support department needs to be considered:

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Manpower Planning

Order Receiving

Support in Cooking

Handling dissatisfied customers

Increasing customer value

6.2 Launch Plan

Pre-Launch Stage

According to IOSR Journal on “Online Buying Behaviour of Homemakers in

Western Suburbs of Mumbai and Social Media Influence” dated Aug. 2014

two most used online retailers are Amazon and Myntra and talking about

types of product they typically buy online are books(71.15%) and

clothes(34.62%) being top 2. In this stage we’ll tie up with Amazon and

Myntra for 1 month in Mumbai and we’ll be giving them 500 samples to

each. In Amazon this offer is with books when a women buy it and In

Myntra this offer will be with Women apparel. On packet we’ll provide a

number and ask customers to give us a miss call if they like our product.

Say if we get 600 missed calls, through Random cluster sampling we’ll select

100 numbers from which we got missed call and call back them to ask about

their experience of product on the basis of which we’ll decide our inventory

for launch by knowing how much percentage of people are liking it.

Launch Stage

For launch we’ll sign Nikita Gandhi – Winner of MasterChef Season 4 as our

brand ambassador and with her we’ll arrange Mall kiosks in 5 different

malls at 5 different locations in Mumbai to cover the maximum area of city.

There we’ll prepare our product and give it to people to taste it and also

make sure if people like it they can buy it then and there only as we’ll make

it available in Big Bazaar, D-mart, Spencer, Hyper city or any other big retail

store at that mall. For this purpose we’ll advertise through Radio,

Television, Print media, Social Media and OOH Media.

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Examples of Launch Plan advertising through various media:

UNIPOLE

TELEVISION

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BILLBOARDS

HOARDINGS OUTSIDE MALL

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NEWSPAPER

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MUPIS

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Post-Launch Stage

After 1 month of launch we’ll arrange a sponsored session of Nikita Gandhi on

Red FM (Most heard Radio channel in Mumbai) where she’ll give “Tips to boost

your health every morning” which is nothing else but the tagline of our

product. We’ll do this thing to create a brand recall and to stay in the mind of

our customers.

6.3 IMC Campaign Plan – THANKSGIVING!

Thanksgiving is celebrated in different countries as a day of giving thanks

for the blessing of harvest. Under this campaign we’ll be giving out free

packets of seeds with our product. Through this we are urging people to

do their part and also we are doing our part to thank our Mother Earth for

the ample resources she has given to us. In this campaign we are asking

people to do something today that your future self will thank you for.

In this campaign we’ll easily earn word of mouth as people will look good

in the process of sharing this information to other people. Moreover we’ll

repeat this event every year in the month of November and will donate

10% of the profit of the same month to a NGO working for environment.

Marketing Objectives:

Brand Recall

Boosting up sales

Image enhancement

IMC Tools - We’ll use following tools to connect to audience:

Broadcast media and Print Media (TV/Radio/Newspaper/Magazine)

Out of Home Media (Billboard, Mupis)

Social Media (Facebook, Instagram and YouTube)

Public Relations: Events (Tie up with NGO working for Environment)

Point of Purchase (Standees)

Word of Mouth

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APPENDIX

Dear Potential Investor:

Letter to Investors

Thank you for taking the time to review the business plan for Breakfast Booster. We hope that you found the information helpful in your decision to invest in our exciting venture. If you should require any additional information, please do not hesitate to contact us at +917828986438 or check out our website address: www.waffles.com . Our website carries a wealth of information.

If you are interested in joining our team as an investor, I welcome the opportunity to meet with you to discuss the financial details. We would be happy to set up an appointment for you via the telephone to meet with me at your convenience.

Also through this letter we forward you personal invitation to sample our delicious, organic cake. Tasting is believing! Directions to our location will be given to you u pon your RSVP, by phone.

Once again, thank you for considering joining Waffles. Sincerely,

President, Waffles

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http://www.waffles.com/

Websites

www.shutterstock.com

Bibliography

Journals

IOSR Journal of Business and Management (IOSR-JBM) on Online Buying Behavior of Homemakers in Western Suburbs of Mumbai and Social Media Influence

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http://www.shutterstock.com/

Download - Marketing plan PDF report

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