ontentsCChapter 1.

Chapter 3.

Chapter 2.

Chapter 4.

Objective Of Study

Data Collection and Interpretation

4s Strategy

“Focus Operandi” - Modern Trade

Chapter 5. Recommendations

Chapter 6. Point Of View

Fell.

Objective of Study

Objective:Increase the fridge space Allocation and brand visibility.

Competitors analysisCompetitor comparative pricing analysis.

Retailers analysisPreference of retailer for Yummiez.

Survey On Capacity Utilization:Questionnaire and Observation method to know the fridge capacity, Godrej space acquisition and competitors presence.

.

Data Collection And Interpretation

Sample Size Total No of Deep Freezers

Godrej Freezers

Total Fridge capacity

256/481

862 81 400317(Ltrs)

Know Your Partners

• 76Chicken N Meat Shops

• 28Bakers

• 03Ice-cream Parlors

• 57General Stores

• 79Super Stores

• 13Others

Total Frozen Food capacity

271051(Ltrs)

Total Godrej Share

54280(Ltrs)

.

Relationship Between Sales and Fridge Space

Interpretation

Sales and Space are Positively correlated as per the Pearson correlation value (0.49)

.

Pricing Comparison – Veg Catogories

French

Fries

Super

Wed

ges

Tandoori N

uggets

Potato Bite

s

Smilie

s

Aaloo Ti

kki

Potato Tr

iangle

Cheese

Jalap

eno

Mozzarel

la Chee

se

Macaro

ni Chee

se0

50100150200250300350400450

Mc Cain QntMc Cain Price

Cheese

Corn Nugg

ets

Veg Chee

se Fin

gers

Crispy F

rench

Fries

Veg Pizz

a Pack

ets

Veg Dinoz N

uggets

Chicken

Sausag

es

Chicken

Tikk

ies0

50100150200250300350400450

Yummies QntYummies Price

All Yummiez Veg category is priced above RS. 100/- except French Fries and Tikkies.

All Mc cain Veg category is priced below RS. 100/- except their Cheese Range

.

Pricing Comparison – Non – Veg Category

Chicken

Nuggets

Chicken

Garlic F

inger

Chicken

Salam

i

Chicken

Sausag

es

Chicekn

Dinoz

Chicken

Tandoori N

uggets

Chicken

Tikk

ies0

50100150200250300350400450

Yummies QntYummies Price

All Venkys Non-Veg category is priced between Rs. 120/- to Rs. 135/- except their Chicken Samosa

All Yummiez Non-Veg category is priced between Rs. 140/- to Rs. 150/- .

Chicken

Nuggets

Chicken

Finge

rs

Chicken

Cutlets

Chicken

Popcorn

Chicken

Jumbo Burge

r

Chicken

Burger P

atty

Chicken

Lolip

op

Chicken

Samosa

Chicken

Mea

tball0

50100150200250300350400450

Venkys QntVenkys Price

.

Godrej Yummiez on BCG Matrix

Mar

ket

Gro

wth

Market Share

High

Low

Chees Corn

Nuggets

Cheese Fingers

Aaloo Chat

Pizza Pocke

ts

Salami

Veg Tikkies

Chicken Nuggets

Veg/ Non Veg

Dinos

Chicken Garlic

ChickenSausages

High Low

Tandoori Nuggets

French Fries

Fell.

4s Strategies

Squeeze

Seize

Seal

SKU Sense

Reduction in the size of packets in terms of shape as it will enable more storage of goods in a given space in a freezer. Competitors have smaller packets of same quantity.

Attack competitor’s best selling products with same category of product but with some twist. Seize your competitors with confrontation and flankers…

Control retailers as he plays important role in sales, Regular customers trust his words so make him your brand ambassador. Seal his loyalty, liking towards Yummiez.

Sensible New Product Development considering customer’s tastes, preferences and value. More successful SKUs more space.

Fell.

Squeeze Yourself

Packaging • Packet size based and quantity ratio.• Zipper packets for better protection, Vibrant

packaging for great Visibility.• Transparent Window: To give touch and feel effect.• Laminated “Pizza Pocket” packets for better

durability.

Fridge Design • Promote usage of KIES fridges for better display

and storage.• Dummy Packets which can be displayed on the

stand or can be pasted on top.• SKU sized Trays on the baskets.

Fell.

Seize Competitors

New Product Development• Confrontation with McCain “SMILEY” with

Yummiez “ROBO” or Yummiez “FLOWY”.• Provide different types of Spices or Masala

sachets with nuggets packets.

Reorder Frequency (Refilling)• Increase no of supplies in a month: possible

only when demand is more.

Sensible positioning and advertising• Change in the positioning of some products

with creative advertisements.

Fell.

Seal Retailers

Retailers Awareness Program• Distributor-retailer meet.• “All Yummiez” combo gift pack for

retailers: “If they know products, they can become evangelists”

Occasional Gifts• Creative gifts which will make them

happy and also will help our promotion E.g.: Yummiez Light Series.

Fell.

SKU Sense

Careful on New products• Products which provide value for Money• New recipes in frozen food

Customers Contribution• Development of a program which will enable

Godrej to know current taste and preferences and future needs.

• Know customers needs : provide customers what they need but not what you want to sell.

Sensible SKU• Increase in no. of successful SKUs to seize the

space acquired by competitors

Fell.

“Focus Operandi” - Modern Trade

Project Light house• Laser Dangler in Hyper Stores.

All-Sense Branding • Audio Attack in align with Light House.

Use of others resources• Prepare Yummiez HD umbrella ad and show it on

the Electronics section on LEDs and LCDs.

Yummiez “Fro-Zone” • Set-up Yummiez Fro-Zones in selective retail outlets

mainly hyper stores.

Fell.

Recommendations

• Customer Contribution• Product based on Customer Pref.• Innovative Products• Value for Money

• Yummiez Tree• Dummy packets• Fridge Design Modification

• Innovative Gifts• Incentives• Retailers Awareness Program

• Small Packets – Quantity as well as shape

• Trendy Transparent Window for touch n feel.

• Vibrant Packaging.• Display Tray

Internal Retailers

CustomersExternal

Fell.

Point of View

The study of northern region market on frozen food had put some light of following correlations,a. Is there any relation between available space and sales?b. Does demand play an important role in space allocation? c. Does the space allocation depend upon demand or retailer’s

margins?Answer of this question is, Space allocation is highly correlated with Demand which is price driven….Pricing and Advertising are key factors to increase demand and further the movement of your products.

You have to serve each income segment….if you want to do business in

INDIA.