Marketing plan PDF report
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MARKETING PLAN BREAK FAST BOOSTER
Universal Business School
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)
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,
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
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
Wendells family for their unconditional support in order to
complete the marketing plan successfully.
TABLE OF CONTENTS
Topic Page No Executive Summary
1. COMPANYS PURPOSE
1.1 Product Solution 2
1.2 Mission 2
1.3 Vision 2
1.4 Values 3
1.5 Goals 3
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
6. GO-TO-MARKET STRATEGY
6.1 Production/Sourcing Plan 27
6.2 Launch Plan 31
6.3 IMC Campaign Plan 36
Letter to Investors 38
Waffles 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.
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.
Our companys mission is a two prong approach to benefit our customers
Healthy options to enjoying fresh, organic Cake
Moving from all-purpose flour to Multi Grains
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 dont
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.
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
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.
2.1 External/Macro Environment Analysis
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
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.
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
Documents required for setting up the Company:
Photo of food business operator
Identity Proof: Voter ID, PAN card, Driving License, Aadhar Card
NOC of Panchayat
NOC of Health
Area plan with Dimension
Ownership Document/ Lease Deed
Documents required for License:
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
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
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.
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
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
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.
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
Factors for Growth are
1. Ready to buy instant mix
2. Need of healthy breakfast
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.
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
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
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 dont 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.
2.6 SWOT Analysis
Giving Back to the Environment.
Various Retail Outlets.
Rich in Nutrition.
Difficult in Funding.
Minimal Marketing Experience.
No cake flavors.
Difficult in penetration in the market.
Partner with other business.
Expansion in India
Building long term relationship with delighted consumers
Raw material cost may vary.
Time Management can be a major issue.
MARKETING AND FINANCIAL OBJECTIVES
3.1 Marketing Objectives
To be in the mind of the targeted customer as a healthy and tast...