4700BC Popcorn Launch Plan for Modern Trade Channel Mumbai
4700BC Popcorn
Launch Plan for Modern Trade Channel Mumbai
1. About the Industry
2. Competition Watch
3. Targeting
4. Positioning in Modern Trade
5. SWOT Analysis
6. Launching Gourmet Popcorn in Modern Trade 1. Snippets of launching a product in Modern Trade
2. Role Matrix for Modern Trade Operations
3. Targeting top 5 chains
7. Key Account Manager in Action
8. In-Store Marketing Action Plan 1. Product & Price
2. Place
3. Promotion
9. Off-Store Activities
10. Public Relations
Growth It has become a 2000+ crore industry in 2015 growing at a CAGR of 10.3%
Reach Metro cities and Tier 1 cities are major drivers of this industry
Spending The out of home spending in 2015 accounted to Rs. 1440 crore whereas the in-home spending
was around Rs. 550 crore.
Untapped Growth Annual spends on items like fast food increase by 108% in tier-II & III cities reaching Rs.5,000
p.m.
Future Popcorn industry is estimated to grow at around 15% CAGR for upcoming years
Source: RNCOS
1235 1420
1675
2034
2012 2013 2014 2015
0
500
1000
1500
2000
2500
In-Home
Consumption
25%
Out-of-
Home
Consumption
75%
Some of the Competitors Act II, The Crunch Box, Planet popcorn, Cornella (Venagro), Borges, Banaco, etc.
Do-It-Yourself ordering Online ordering is available at almost every brand’s website.
Affiliates The Crunch Box, Act II, Planet Popcorn have good presence over e-tailors like amazon, flipkart,
etc.
Targeting Planet Popcorn and The Crunch Box offer special packages for corporates and gifts whereas the
later has offline presence also in Delhi NCR malls.
Next level of Marketing Competitors are targeting modern trade channel to spread arms in other cities.
Behavioral
Usage Rate: Low, Medium, High
User Status: Non-users, first-time
users, and regular users
Loyalty Status: Soft Core Loyal and
Switcher
Geographic
Metros & Tier-1
Starting with Delhi/NCR and
Mumbai
Psychographic
Socio-Economic Class – A1, A2, B1,
Urban
Demographics
Age Group: All
Sex: Male/Female
Message
Popcorns with Innovation
Why Gourmet Popcorn of 4700 BC Popcorn?
Brand and Facility Focus
• Less awareness about Gourmet Popcorns
• Growing Popcorn Industry
• Modern Trade Channel
• Introduce more variety
• Increased Maize cultivation in India
• Untapped population in metros
The Sell
• Complete Idea
• Marketing
• Accreditations
• Non-competitive
with their own brand
The Logistics
• Distribution
• Over-trading risk
The Contact
• Target the right
buyer
• Face-to-face
interactions
• Demos
The Contract
• Trial
• Shelf-Space
• Price
• Exclusivity
Function Owner Objective Process
Annual Contract Key Account Manager Maximize return on investment
Contract should cover all expected investment like rebates,
rentals, activities, POS info, listing, etc.
It will give us a clear picture and help us to act accordingly
to increase ROI.
Sales Key Account Manager
Assign targets to Sales team and
create best conditions to achieve
them
Design sales report format and implement by IT. Monitor
daily sales with the sales team and react to the fall with
the help of marketing team. Design a fair incentive
program to boost the motivation of team members.
Marketing Marketing Manager &
Key Account Manager
To ensure brand and product
visibility to support sales function
Design and execute a marketing plan to support sales
function keeping in mind the allocated budget. Ensure
coordination with sales team when reacting to changes in
sales. Track competition activities.
Finance Finance team member
Maintaining account file, account
statement, collection of cheques,
clear discrepancies
KAM support the finance team in clearing the
discrepancies, cheques will be collected by the sales team
and deposited to finance team member. Kam to stop
supply in case of outstanding payments
Distribution,
Logistics and
Return
Management
Distribution Supervisor &
Key Account Manager
To minimize smooth and timely
delivery, minimize damage to
goods by proper handling
KAM should work with accounts to for a delivery plan to
reduce our logistics cost. In case of return, coordinate with
distribution supervisor and minimize damage to goods
and hassle-free returns.
Industry : Retailing
Headquarters : Mumbai
No. of Outlets in Mumbai
6
Industry : Retailing
Headquarters : Mumbai
No. of Outlets in Mumbai
10
Industry : Retailing
Headquarters : Mumbai
No. of Outlets in Mumbai
3
Industry : Retailing
Headquarters : Mumbai
No. of Outlets in Mumbai
14
Industry : Retailing
Headquarters : Mumbai
No. of Outlets in Mumbai
12
First point of contact between 4700BC Popcorn and Retailer
Write contract and channel management plan with business terms favorable for 4700BC Popcorn
Must ensure that objectives of both parties are met with a win-win relationship.
Product and Sales management like targets, margins, forecast, availability, listing, etc.
Monitoring customer service levels in close relation with category manager
Consistent Business Review Process to ensure achievements of targets and commitments
Manage the sales team and design an effective incentive scheme
Set up standard Operating Procedures to service Key Accounts
Manage overall profitability of the account.
Product Price
Place Promotion
Product & Price (use of POP / POS)
Place (Shop-in-shop)
Promotion (BTL Activation & Branding)
Promotion (BTL Activation & Branding)
Promotion (BTL Activation & Branding)
Tie-Up with FM channels / Food Magazines Offer discounts coupons through various channels.
Barter / Semi Barter with Gyms / Salon Nearby Gyms / Salons can be used for promotion through contests
Sponsorships Various Events happening in Mumbai can be sponsored for more visibility and awareness
Pamphlet Advertising in offices and homes It might seems conventional but still very effective.
Market Survey Helps to build an image that the company is concerned about customer’s voice
Nancy
Rush Catapult Systems
Competencies include:
Gold Business Intelligence
Gold Virtualization
Marketing Redefined…
Public Relations
Building
Public Relations