INTRODUCTION OF BRANDED PARATHAS

PRESENTERS:ADITI TANDONANURAG TANEJA ANJALI PARMAR AYUSH CHETAL CHANDNI NAYYAR ISHITA NAGPALPALVIKA CHARAN SALONI WAHI

IBS GURGAON

LAZEEZ PARATHAS(FROZEN)

“YUMMY PARATHAS AT YOUR DOORSTEP”

• Paratha is the bread that originates from the Northern part of the Indian subcontinent.

• Mostly found in Indian families.• Naturally healthy and tasty • Free of preservatives • No saturated fats• 100% whole wheat

FROZEN PARATHAS

• When awareness about the Paranthas has to be made in the market, we will focus upon the following marketing factors:

Pricing Distribution Promotion• Pricing- Initially, the prices would be low, considering a “penetration” strategy. The

price will be charged slightly lower in the market for a short period of time i.e. Rs 55 for a packet of 4(SAME STUFFING) and Rs. 60 for a packet of 4 (DIFFERENT STUFFING)

• Distribution- Our strategy for distribution is to be selective and serve specific group of customers: Working people, students living in PG, elder people, tourists, Restaurants ( serving breakfast, North Indian Food, Snacks), Supermarkets and stores ( Easyday, BigBazaar, 24x7, Spar, etc.) as our product conveys a message of “saving time” or states as “Ready to Eat” . OUR MAJOR FOCUS IS DISTRIBUTING PRANTHAS FROM HOME.

• Promotion- We should try our best to create the brand awareness at an early stage, as to increase the sales and demand for the Paranthas . The “Ready to Eat” statement will be advertised and promoted in a way as to attract more people who would like to enjoy Paranthas in a short span of time or when they are in any hurry .

METHODOLOGY • Surveyed around 100 outlets in the vicinity of Gurgaon

(primary data)• Secondary data • Each member went to different outlets: INFOSPACE CYBERHUB AMBIENCE MALL CYBERPARK SECTOR 21,23,29 AND MANY MORE RELIANCE FRESH, BIG BAZAAR etc.

OBJECTIVES

• To introduce frozen branded parathas having the authentic Indian taste.

• To face competition from various competitors like haldirams, superfoods, sumeru frozen foods, Signature International Foods.• To provide every variety of flavor in parathas.• To increase the sales of parathas.

MARKET SCENARIO

• Processed foods account for $40 billion already, with packaged food market estimated at $20 billion.

• Consumer spend on food in India will grow from $330 billion now to $900 billion by 2020

MAJOR COMPETITORS

• SUMERU PARATHAS • KAWAN PARATHAS• GODREJ • VIMAL

SWOT ANALYSIS

• STRENGTH • High quality parathas • Targeted to middle and high class people• Easy availability at confectionary shop• Quick service

• WEAKNESS • New in restaurant industry• Small distribution network• Strong competitors• Limited experience of customer

• OPPORTUNITIES

• Increase the distribution network• Increase in demand of branded prantha’s• Market is big and attractive• Can attract target market

• THREAT

• New in market• Faster growing market• A competitor has a good brand image• Environmental factors

TARGETING • MARKET TARGETING : Market targeting is basically targeting the apt

market and the groups for fulfillment of goal of the producer. It is about attracting customers who will buy what you are selling. It is the most current method of marketing to consumers based on research into their interests ,hobbies and needs.

• Steps involved in the same are- EVALUATION OF MARKET SEGMENTS• Company’s objective and resources• Segment structural attractiveness• Segment size and growth SELECTING SEGMENTS• The segments selected by the company for 365 days is local market and outlets. SELECTION OF APPROPRIATE STRATERGIES FOR TARGETING.• The company aims at selecting the best suitable stratergy for targeting and carrying

out their operations.

CHALLENGES

Challenges are basically the hurdles a company or a producer faces while introducing or starting up something new.1.Funding in lumping towards established enterprises.2.Lack of entrepreneurial diversity.3.Competition in all aspects.4.No innovation or lack of it or difficulty in thinking of something different.5.The thought of failure as a demotivating factor.

QUESTIONNAIRE (FROM INDIVIDUALS)

• Total number of respondents : 40 1) Which kind of parathas do you prefer ?a) Frozen paratha b) Fresh paratha

• REASONS FOR YOUR CHOSEN TYPE OF PARANTHA?

1)Easy availability2)Time constraints3)Home made 4)Price5)Taste

WHAT KIND OF CUSTOMER YOU ARE?

• Loyal • Switcher • Split customer

FINDINGS • Only 25% of the respondents buy branded frozen parathas, so

we will focus more on increasing the market of such paratha.• For this we will attract the customers through attractive

schemes.• People buying branded frozen pranthas consume because it is

easily available and they don’t have time . • Therefore we will make an image in the mind of consumer

that these paranthas are also healthy and nutritious just like home made paranthas.

• Also we will make them easily available by free home delivery and to nearby shops .

Conclusion

• We visit the restaurants, departmental store, general store, in the area of Gurgaon ask each of them if they want to introduce the branded paratha into their stores even to the departmental store so that they can kept frozen parathas. Most of them agree to idea and some of them want variation in their parathas because , most of the people prefer to choose parathas according to their taste as they want more variations in any food items.