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  • 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

    Wendells family for their unconditional support in order to

    complete the marketing plan successfully.

    II

  • 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. 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

    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.

    149

    1

  • COMPANYS 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 companys 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 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.

    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