soup- the rasam

8/14/2019 Soup- The Rasam

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RASAM The Soup

Presented By:

Avinash Chauhan


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RASAM The SoupSlogan- Stay well with Rasam

Type of soup- Hot & Chilled Fresh soup

Varieties- Mixed Vegetable, Tomato & Basiland Chicken.


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Category wise market analysis of UK soup

Type of Soup 2004 (m) 2006 (m) 2008 (m)

Ambient wet 249 260 275

Dried 87 81 76

Chilled Fresh 77 94 111

Total 413 435 462

Type Increase

Ambient Wet 4%

Chilled 7%

Dried -1%

Source; Retail World, 2009

In 2008, sales of soups

continued to increase

being positioned as an

easy and quick mealoption

Chilled soup achieved

the strongest growth inthe market by 7% to

reach 111m


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Competitor analysis

Brand 2004 (m) 2006(m) 2008(m)

New Covent Garden 33 43 55

Duchy Originals - 1 3

Simply Organic - 2 3

Heinz - - 1

Baxters 4 6 1

Others 2 3 3

Own Label 38 39 45

Total 77 94 111

Chilled soup manufacturers brand shares,2003-07

Source; Mintel, 2008

The introduction of fresh

soup from Heinz brand

undercuts New Covent

Gardens standard price

of around 2.00 by 70p.

Tesco used the strategy

of targeting the health-

conscious consumers with

the offer of fresh soup

under its Healthy Living

and Light Choice


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Price ranges

Brand Vegetable Tomato & Basil Chicken

New Covent Garden 1.59 - 2.19 1.29 - 2.10 2.19 - 2.49

Tesco & Sainsbury 1.19 -1.89 1.10 - 1.85 2.29 - 2.49

Waitrose 1.99 - 2.19 1.85- 2.30 2.19 - 2.99

Rasam 1.85 - 2.49 1.30 - 1.90 1.99 - 2 .80

Competitors price analysis (Source:www.mysupermarket.co.uk)


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Strategy for Market Entry

Joint Venture.

Product Consumer product

Target Distribution

Price Competitive pricing

Packaging and Promotion

Customer Management


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Product positioning:The soup will be positioned as,

Healthy option

Less salt

Less fat

No artificial ingredients

Use of fresh British ingredients

Beat the busy life


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Promotion:Pull strategy : To distribute 60,000 free samples of

(250g) among the potential customers during key

launch period.

Push strategy :To encourage the retailers

Lucrative sales commission during the sales

promotion weeks.

Incentive on sale.


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Media planning: Below the line Offers given by competitors

New Covent Garden: 2 for 3.00 and even 3 for 4

Tesco Healthy Living Soup 4 for 2, save 24p

Heinz Cream of Chicken 2 for 3.00, save 1.72

Sainsburys Winter Warmer Vegetable save 33% was 1.49, now 99p.

Marks & Spencer chilled soup buy one get second half price.

Master food promotion plan

Save 20% offer (for 1st 3 weeks)

Save 10% offer (for 3 more weeks)

10 Free great Holiday packages for two to encourage the customers


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Media planning: above the lineTV: Targeting the female consumers. Special emphasis has been given on

the Christmas and Easter season

Newspaper: full page colour advertisements in most read news papers.

Magazine: Hello and Sainsburys magazines were selected. Hello is

specially for female while Sainsburys magazine has more no. of

circulations.

Underground: Three million passengers travelling through the network

every day, Tube advertising is a very effective way of getting a message to

our audience.

National Rail: Ten major National Rail network Land Marks across the

country have been selected for the campaign .


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Tariffs, regulations and customs

If you are shipping any goods to Europe, you should obtain a written

customs duty ruling, known as Binding Tariff Information (BTI).

Getting a BTI is free and will prevent any conflict over customs or

excise duty. A BTI is valid for six years.

Common Customs Tariff (CCT) is applicable to goods from non-EU

countries

Generally there is no Value Added Tax (VAT) on food.


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LegislationEU and UK legislation covers almost every aspect of food production and sale including:

ingredients

label design and content

jar or pack size

additives

need for a UK or EU address

product descriptions and names

products of animal origin

products regarded as 'gluten free' or low gluten'

novel foods

packaging materials

claims made for the product


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All food products produced or imported into the UK must comply

with the basic legal requirements of the relevant EU legislation with

regards to composition, additives, labelling, packaging and waste.

The manufacture, import and selling of food for humans is highly

regulated in the UK

The Food Standards Agency is the UK Government department in

charge of standards, regulations, quality, health and consumer

protection.


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THANK

YOU

soup- the rasam

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