MUDRA

MUDRA COINTORDUCTION ON ADVERTISING

“Advertising moves people toward goods; and not goods towards people.”

“Nothing in the world is as good as permanent advertising success.”

“As a profession advertising is young; but as a force it is as old as the world.”

“One good ad can do the job of ten average ones.”

“The foremost thing is to understand the facts of the client’s business and suggest whatever is best to increase the demand of his product or service. The next thing an ad from any agency must do to succeed in its goal of perfect communication is to have the attention of the reader. That means it has to be appealing and interesting.” – This makes a successful and precise communication.

Origin - How did it all start?

Originally the currently known as sophisticated & professional industry called Indian Advertising Industry started with the hawkers calling out their wares right from the days when cities and markets first began from street side sellers to press ads where handbills distributed separately from the products.

The origin of advertising industry was actually seen in the 18th Century. It is very difficult to believe that since the 18th Century we are in the world of advertising. Concrete advertising history begins with classified advertising. Ads appeared for the first time in print in Hickey's Bengal Gazette. Studios mark the beginning of advertising created in India (as opposed to imported from England) Studios set up for bold type, ornate fonts, more fancy, larger ads. Newspaper studios train the first generation of visualizer & illustrators. Major advertisers then were Retailers like Spencer's, Army & Navy and Whiteaway & Laidlaw. Ads appear in newspapers in the form of lists of the latest merchandise, which were not made by India by taken up from some other country.The first brand as we know them today was a category of advertisers.

In the 1980s, advertising was the most sought after profession. But, the scene has changed now. People no longer wish to start in ad business on their own. The risks are many and glamour associated with advertising is loosing its luster.

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In Praise of Advertisement

“Advertising can bore us and irritate us, but it has its advantages.”

Advertising can drive down prices in a competitive market. It offers us a variety of choices. It can also help us to vicariously fulfill our fantasies of freedom and adventure.

Advertising generates powerful and lasting social symbols. It is the science of arresting the human intelligence long enough to get money from it. It can be said that advertising is the rattling of a stick inside a swill bucket. It has done more to cause the social unrest of the 20th century than any other single factor as stated by Clare Boothe Luce.

Advertising is simply one of a number of attempts to load objects with meaning. It is not a mirror, a lamp, a magnifying glass, a distorted prism, a window, or a subliminal embedment as much as it is an ongoing conversation within a culture about the meanings of objects. It does not follow or lead so much as it interacts. Advertising is neither chicken nor egg. Let’s split the difference: it is both. It is language not just about objects to be consumed but the consumers of objects.

How Advertising Informs To Our Benefit

The persuasive purpose of advertising and the healthy skepticism of the consumer are two sides of a single process. The relationship stimulates advertisers-sometimes unwittingly- to serve the consumer by providing vital information.

A great truth about advertising is that it is a tool for communicating information and shaping markets. It is one of the forces that compel sellers to cater to the desires of consumers. Advertising primarily seeks to persuade and everyone knows this too. The typical ad tries to induce a consumer to do one particular thing- usually, buy a product- instead of a thousand other things.

How Useful Is Advertising?

Just how useful is the connection between advertising and information? Advertising routinely provides immense amounts of information that benefits primarily parties other than the advertiser. This may sound odd, but it is a logical result of market forces and the nature of information itself.

Advertising also elicits additional information from other sources. Claims that are striking, original, forceful or even merely obnoxious will generate news stories about the claims, the controversies they cause, the reactions of competitors, the reactions of consumers and the remarks of governments and independent authorities.

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Probably the most concrete, pervasive and persistent example of competitive advertising that works for the public good is price advertising. Its effect is invariably to heighten competition and reduce prices, even the prices of firms that assiduously avoid mentioning prices in their own advertising.

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ABOUT MUDRA

In an industry that sets trends, to be a trendsetter is no mean achievement. Yet, in the 23 years of its existence, Mudra has set trend after trend. To the extent that if it is something new, Mudra is somewhere in the picture.

First in Advertising

It was Mudra that first gave India double spread colour ads It was Mudra that first sponsored commercial telecast of a major sporting event

with the India-West Indies series of 1983 It was Mudra that first branded a public issue, `Reliance Khazana' It was Mudra that made India's first telefilm, `Janam' It was Mudra that gave Doordarshan `Rajani", the serial that heralded a new

consumer awareness in India It was Mudra that gave India its first academy for advertising. The Mudra Institute

of Communications, MICA It was Mudra that gave India its first transnational agency, Mudra International It is Mudra that gave India her first advertising archives, the MAGIndia Shri A G Krishnamurthy’s teachers saw that their student would go on

to make advertising history

In ‘68, he joined Calico Mills in Ahmedabad and in ‘72, moved to their advertising agency, Shilpi Advertising. In ‘76 he moved to Reliance Industries as their advertising manager. Four years later, on 25th March, 1980, he founded Mudra Communications. Shri Krishnamurthy started with 1 brand, Vimal. The chain he set up today has a 125 links, a 125 clients.

In ‘91, he created the Mudra Institute of Communications, Ahmedabad (MICA), the only advertising school of its kind in Asia. A couple of years later came Mudra International, again the first time an Indian agency had opened shop abroad.

In ‘95 Shri Krishnamurthy was nominated Advertising Person of the Year by A&M, India’s leading marketing journal.

In ‘97, he was inducted into the Calcutta Ad Club’s Hall of Fame. In ‘98, the British magazine

‘Media International’ nominated Shri Krishnamurthy as one of the 25 key figures in the international advertising industry.

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In ‘99 he was awarded the AAAI-Premnarayen Award in recognition of ‘his pioneering spirit and entrepreneurial vision’.

After an eventful stint spanning 23 years as Chairman and Managing Director of Mudra, Shri A G Krishnamurthy retired on 31st March 2003.

In 1980, we had one client – Vimal. And a 500sq.ft. office. Our objective was very simple. To create the best contemporary advertising. Which we did. We really are not sure if it made the advertising fraternity sit up and take notice. But others definitely did. Which explains how nine years hence, Mudra was the largest Indian advertising agency.

Today, 23 years hence, we have 125 clients nationwide. And 3 agencies, 8 offices and 6 divisions in India. And an equity partnership with DDB Worldwide. And a capitalised billing of Rs. 7.8 billion. And a portfolio of some of India’s best brands. And Agency of the Year awards six times.

And if our words are not enough, here are a few from our clients

“If you’re looking for an agency that can be part of your own team, that cannot be called an agency, but is a part of your family. That treats your products as their product and whose people will work as if they’re working in your organisation, there’s only one agency. That is Mudra.”

Piruz Khambatta, CMD Rasna Enterprises Ltd.

“They’re completely involved in the brand. They take an active role and see them as a partner.” Amit Jatia, MD McDonald’s Hardcastle Restaurants.

Values

You can have plush offices where people come, work and go. Where they think, discuss, achieve or fail.

Or you can create an organization. A group of people who think and function together towards a common goal. Where the person you are could well be more important than the professional you are.

The people, we call Mudraites. The culture, we call Mudra. Let us try to explain our creed better.

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We believe that to function at peak level, work groups and task forces must have people who possess a fine balance of good human nature and professional competence.

We believe organisations work best when they work simple, sincere and straightforward. We believe that it is better to invest in long term relationships with clients and grow with them rather than temporarily boost billings with short term accounts.

We believe that intuition and common sense are required and respected. But they must be equally disciplined by thorough research We believe that we are only as good as our last campaign. Past excellence is no excuse for incompetence.

These we believe in. These we put to use. These will see us through

Service profile

At Mudra, we have always believed in total communication. And being proudly able to provide our clients with a range of related services. So that clients just come to us and we take care of the rest.

Towards this objective, Mudra has evolved into a multiple service agency

Awards

Mudra has collected many accolades over the years including the "Agency of the Year" award for 6 years besides the induction of Shri A.G.Krishnamurthy (Ex CMD) into the Calcutta Ad Club Hall of Fame; his being chosen as the Ad Person of the Year by A&M; his nomination as "one of the 25 key figures of the international Ad Industry" in 1998 by British Magazine - Media International; and the AAAI-Premnarayen Award in recognition of his pioneering spirit and entrepreneurial vision.

1993 Total awards 55 Agency of the Year - A&M

1994 Total awards 52 Agency of the Year Bangalore Ad Club

1995 Total awards 84 Agency of the Year - A&M Advertising Person of the Year (A.G.Krishnamurthy) - A&M

1996 Total awards 90 Agency of the Year - Calcutta Ad Club

1997 Total awards 67 Agency of the Year - The Pioneer Hall of Fame (A.G.Krishnamurthy) - Calcutta Ad Club1998 Total awards 87 The British magazine "Media International" nominated

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A.G.Krishnamurthy One of the 25 key figures of the international advertising industry 1999 Total awards 60 Agency of the Year - Delhi Ad Club AAAI - Premnarayen Award (A.G. Krishnamurthy) in recognition of his pioneering spirit and entrepreneurial vision

2000 Total awards 72 (36 Awards of MAG)

2001 Total awards 50 (16 Awards of MAG)Creativity 31, USA (7 Gold Awards)

2002 Total awards 27 (2 Awards of MAG)

2003 Total awards 41 (1 Award of MAG)New York Films (1)ABBY Awards (2)AAAI (5)Chennai Ad Club (4)Cochin Ad Club (7)

Creative Awards 884 awards till date

Updated on 5 June, 2003

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List of clients – Mudra

Mudra Communication

Category Brand Client

Air Coolers Symphony Symphony Ltd.Alcoholic Beverages Corporate Events McDowell & Co. Ltd.

Aruba (Dark Rum) McDowell & Co. Ltd.Scottish Crown(Scotch) McDowell & Co. Ltd.Derby Special(Whisky) McDowell & Co. Ltd.Diplomat(Whisky) McDowell & Co. Ltd.

Anti-Infective Creams ItchGuard Paras Pharmaceuticals Ltd.Antiseptic Creams–Dry Skin

Boro Natural Paras Pharmaceuticals Ltd.Borosoft Paras Pharmaceuticals Ltd.

Antiseptic Creams–Heel Care

Krack SR Paras Pharmaceuticals Ltd.

Automobiles Corporate Ashok Leyland Ltd.Automobiles Maruti Dealership Popular Vehicles & Services LtdAyurvedic Remedies Ashokrishta Dabur Ayurvedic Specialities Ltd

Dasmularishta Dabur Ayurvedic Specialities LtdIsabagol - Nature Care Dabur Ayurvedic Specialities LtdRing Ring Dabur Ayurvedic Specialities LtdRoghan Badam Shirin Hamdard WAKF LaboratoriesSafi Hamdard WAKF LaboratoriesSaulin Hamdard WAKF LaboratoriesStresscom Dabur Ayurvedic Specialities Ltd

Banking GTB Global Trust Bank Federal Bank The Federal Bank Ltd

Basic Spice Powders Ramdev Ramdev Food ProductsBearings TATA Bearings TATA BearingsBicycles Hercules Standards TI Cycles

MTBs TI CyclesBody Ache Tablet Actizen Paras Pharmaceuticals Ltd.Body Talc Fa Henkel Spic India Ltd.Cable-Satellite Channel ACV Asianet Satellite Comm. LtdCars Ambassador Hindustan Motors Ltd

Mitsubishi Lancer Hindustan Motors LtdPajero Hindustan Motors Ltd

CDMA Handsets Samsung Samsung Electronics Co. LtdCentral Govt Coir Board Coir BoardChilled Chicken Real Good Chicken Godrej Agrovet Cold & Cough D’Cold Cough Syrup Paras Pharmaceuticals Ltd.

D’Cold Rub Paras Pharmaceuticals Ltd.D’Cold Total Paras Pharmaceuticals Ltd.

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Colour Monitor Samsung Samsung Electronics Co. LtdColour Television Samsung Samsung Electronics Co. LtdCommercial Refrigerator Voltas Coldcel Voltas LimitedComputer Printers Epson Epson India Pvt. Ltd.Condensed Milk Milkmaid Nestle India LtdConfectionery/Candies Nutrine - Maha Lacto Nutrine Confectionery Ltd.Corporate Reliance Industries Reliance Industries

Samsung Samsung Electronics Co. LtdSun Pharmaceuticals Sun Pharmaceuticals Ltd

Deodorants Fa Henkel Spic India Ltd.Dessert Mixes Pudin Hara Dabur India LtdDetergents-Bar Henko Stain Champion Henkel Spic India Ltd.Detergents-Liquid Godrej Ezee Liquid Godrej Consumer Products Ltd

Godrej Liquid Cleaner Godrej Consumer Products LtdDetergents-Powder Henko Matic Stain Henkel Spic India Ltd.

Henko Power Pearls Henkel Spic India Ltd.Henko Stain Champion Henkel Spic India Ltd.

Digestives Hingoli Dabur India LtdPudin Hara G Dabur India Ltd

Domestic Flour Mills Natraj Kirtan Marketing Pvt. Ltd.Edible Oils Dhara NDDBEducational Institution TAPMI TAPMI

ISB Indian School of Business Energy/Power BSES Reliance Industries Ltd.Fabrics Vimal Reliance Industries Ltd.Fibre Recron Reliance Industries Ltd.Foods Bambino Bambino Agro Industries Ltd.Foods (pickles) Priya Ramoji GroupFootwear Paragon Paragon Rubber Industries Ltd.Fruit Bars Nutrine - Naturo Nutrine Confectionery Ltd.Furnishing Fabrics Harmony Reliance Industries Ltd.Gas appliances Clix PKL LimitedGlassware Yera Alembic Glass Works Ltd.Govt Organisation Food Processing Parks KINFRA

KSCSC Kerala State Civil Supplies Corp.IT Park Technopark

GSM Cellular Reliance Mobile Reliance TelecomReliance Smart Reliance Telecom

Hair Care (Shampoo) Godrej Colour Gloss Godrej Consumer Products LtdHair Care (Hair Colour) Godrej Colour Soft Godrej Consumer Products LtdHair Care (Hair Dye) Godrej Hair Dye Godrej Consumer Products LtdHair Care (Hair Dye) Godrej Kaali Mehendi Godrej Consumer Products LtdHair Care (Hair Dye)) Godrej Kesh Kaala Godrej Consumer Products LtdHair Conditioner Livon Paras Pharmaceuticals Ltd.Hair Lotions Vatika Dabur India Ltd

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Harddisk drives Samsung Samsung Electronics Co. LtdHDPE Pipes RelPipe Reliance IndustriesHome Appliances TTK Prestige TTK Prestige LimitedHospital Paras Group Sterling Hospital

Shree Krishna Hospital Shree Krishna Hospital & Medical Research Centre

Housing Finance LICHF LICHFLIce Cream & Fast Food Machine

Dairy Den Dairy Den Ltd.

Ice Cream (Soft serves/Parlours)

CTF Dairy Den Ltd.Yums Dairy Den Ltd.

Image Consultancy Ajay Devgun Ajay DevgunIncense Sticks Cycle Agarbathis N.Ranga Rao & SonsInstant noodles Rumpum Asian Thai Foods( Nepal)Insurance Reliance Insurance Reliance IndustriesISP - Broadband & Dial-up

Kerala Talk & Online Asianet Satellite Comm. Ltd

Jewellers KFJ Kerala Fashion JewellersKitchen Appliances TTK Prestige TTK Prestige LimitedLaminates Decolam Bakelite Hylam LimitedLife Insurance LIC Life Insurance CorporationLip Care DR. LIPS Paras Pharmaceuticals Ltd.Logistics Rel Logistics Reliance IndustriesLow Calorie Sweeteners Sugar Free Cadila Healthcare LtdLubricants Cruise HPCL

Milcy Toofan HPCLMattresses Duroflex Duroflex Limited

Duroflex Duroflex LimitedMen’s Fashion Store Jade Blue Supreemo Fashion WorldMen's Toiletries Fa Henkel Spic India Ltd.Mouth Fresheners Pass Pass DS Food LtdMultimedia education Planet IQ Planet IQMutual Funds Mutual Funds Reliance Industries Ltd.Newspapers Dainik Jagran Dainik Jagran LtdNon Life Insurance UI United India InsurancePens Rotomac Rotomac Pens LtdPetroleum Products GSPC Gujarat State Petroleum Corp.Petroleum Retailing Reliance Petroleum Reliance Industries Ltd.Plastics Relpet Reliance Industries Ltd.Polymers Reliance Polymers Reliance Industries Ltd.Power BESE BSES Prickly Heat Powder Prickly Heat Powder Paras Pharmaceuticals Ltd.Printers Samsung Samsung Electronics Co. LtdPublishing Group Publishing Malayalam ManoramaQuick Service Restaurants McDonald's Connaught Plaza Restaurant

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Radio Red FM Living MediaReady to Drink Shotz McDowell & Co. Ltd.Readymade Garments Corporate Madura Garments

Green Fibre Supreemo Fashion World Pvt.Ltd.

Peter England Madura GarmentsByford Madura GarmentsElements Madura Garments

Retailing Ebony Ebony Retail Holdings LtdThe Chennai Silks The Chennai Silks

Skin Care EverYuth Cadila Healthcare LtdFreshia Paras Pharmaceuticals Ltd.Godrej FairGlow Godrej Consumer Products Ltd

Soaps Borosoft Soap Paras Pharmaceuticals Ltd.Ganga Godrej Consumer Products LtdGodrej FairGlow Godrej Consumer Products LtdGodrej FairGlow Saffron Godrej Consumer Products LtdGodrej No. 1 Godrej Consumer Products Ltd

Soft Drink Concentrate Rasna Rasna Private Ltd.Software Corporate ADP Wilco (India) Pvt. Ltd.

Corporate Satyam Computer Services Ltd.State Govt Undertaking Real Estate Kerala State Housing BoardSteel Rods Tor Steel Tor SteelSurface Textures (buildings)

Heritage Bakelite Hylam Limited

Taxes Commercial Taxes Govt. of Andhra PradeshTextile Machinery & Tools

LMW Lakshmi Machine Works Ltd

Toilet Soaps Fa Henkel Spic India Ltd.Tourism AP Tourism Govt. of Andhra Pradesh

Malaysian Tourism Malaysian TourismSingapore Tourism Singapore Tourism Board

Tractor Tractor Same Deutz-Fahr Ltd.TV Channel ETV Ramoji Group

HBO HBORaj TV Raj Television Networks

Two Wheelers Crux Yamaha Motors India LtdEnticer Yamaha Motors India LtdLibero Yamaha Motors India LtdYamaha Yamaha Motors India Ltd

Vaccines Abhay Clinic Indian Immunologicals Ltd.Abhayrab Indian Immunologicals Ltd.

Vegetable & Fruit Market Safal NDDBWater Heaters Symphony Symphony Ltd.Web Stores Reliance WebWorld Reliance Industries Ltd.

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Website/Portals Monsterindia.com Monsterindia.comWLL Reliance IndiaMobile Reliance Infocomm

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Billings of Mudra

In 1980, Mudra started with a modest turnover of Rs.30 lakh in the first year of operation. The first few years indicated a placid growth rate of 25%. From 1985 onwards, turnover accelerated at a furious pace. This led to Mudra becoming the third largest agency in the country in a short span of 9 years. Currently Mudra's turnover is in excess of Rs. 7 billion and the company continues to maintain a healthy growth rate

Divisions of Mudra

Clients often have marketing needs other than advertising. Which is why Mudra has eight divisions. Each division a specialist created to provide clients with all the expertise they would need in that specific area.

Horizons (Publication Releations)

It helps in the development of corporate identity, provides support to brand positioning and promotion and undertakes image and issues management.Their scopes of activities are:

Media relations Media updates Marketing communication Event management Employee communication Crisis management Communicating relations

Mudra Interactive (Web Site Design & Production)

It formulates a complete communication strategy for digital media. Other services include design, development and management of net solutions and marketing and promotion of web sites.

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Mudra International

Mudra is India’s first transactional agency. This division is primarily involved in the referral of business, new business identification in the respective countries and training and development with the associations.

Affiliates: Bangladesh, Kenya, Tanzania and Uganda.

VideoTec (Video Software)

It is a TV production and management division with several pioneering ventures under its belt. Currently is involved in production for southern kendras.

Planning to produce ventures of various channels as well as Doordarshan.

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General Process of Advertising

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Client Brief to Group Manager

Research

Analysis and Evaluation of brief

Preliminary strategy note More information required

Initial strategy meeting

Revised strategy note Discuss with client

Creative Brief

Discussion of initial concepts with Group Manager

Presentation to agency plans board

Finalisation of concept

Group manager presents concept to the client

Pre-testing Final Execution

Organization Structure

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M.D. & Chairman

Executive Directors

Chief Operating Officer (COO)

General Manager (GM)

Dy. General Manager (DGM)

Branch Directors

Media Directors Client Service Director Creative Director

Planning OperationsAccount Director Copy Art

Assoc. Account Director

Account Supervisor

Sr. Account Executive

Account Executive

List of Key Persons

Mr. Madhukar Kamath Managing Director & CEO

Mr. Dilip Upadhyaya Chief Financial Officer

Mr. Alan D’Souza Executive Director & Head -Leadership, Learning and Change

Mr. Prabir Purkayastha Executive Director & Head - New initiative

Mr. R LakshminarayananExecutive Director - South & Head - Total Branding

Mr. Hemant Misra President

Mr. Chandan Nath Executive Vice President

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IMPORTANCE OF NEW PRODUCT LAUNCH

One of the major challenges in marketing planning is to develop ideas for new products and to launch them successfully. The innovative attitude of the marketer is expressed in the watch world that is innovative or die. The company will have to find replacements for its products that have engaged the decline stage as the customer wants new products and competitors try their best to provide it so all growing industries have an important role for the innovation in their marketing firms.

Once a company has carefully segmented the market, chase its target customer groups and determined the desired market positioning, it is ready to develop and launch appropriate and successful products. Marketing management plays a key role in this successful products. For every company to achieve progress and capture market share, the development of new and innovative product is must.

Every company must carry out new product development. Replacement products must be found in order to maintain or build future sales. Further more customers themselves get bored of the routine same products and so they desire new products, and competitors shall try their best to supply them so we should take note of this.

The new product development route can take two forms. The company can develop new products in its own laboratories, or it can contract with independent researchers or new products development firms to develop specific product for the company.

What do we mean by new product ???? New products for our purpose will include orginal products and new brands that the firm develops through its own Research and Development efforts. We will also be concerned with whether they would be successful or not. For the new product to be successful it should be developed on unique concept that is acceptable to the consumers.

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THE NEW-PRODUCT DEVELOPMENT DECISION PROCESS

Idea generation

Idea screening

Concept development and testing

Marketing strategy development

Business analysis

Product development

Market testing

Commercialization

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MANAGING THE DEVELOPMENT PROCESS

Idea generation

The new product development process starts with the search for ideas. New product ideas can come from interacting with various groups and from using creativity generation techniques.

Ways to great New product ideas

Run informal sessions where group of customers meet with company engineers and designers to dicuss problems and needs.

Allow time off for technical people to putter on their own pet projects. Make a customer brainstorming session a standard feature of plant tours. Survey your customers – find their likes and dislikes. Have your technical and marketing people visit your suppliers labs and spend

time with their technical people-find out what is new. Set up a idea vault, and make it open and easily accessed. Allow employees to

review the ideas and add constructivity to them.

Idea screening

A company should motivate its employees through rewards to submit their new ideas. Ideas should be written and reviewed each week by an idea committee. The company then sorts the proposed ideas into three groups : promising ideas, marginal ideas and rejects. Each promising idea is researched by a committee member, who reports back to the committee. The surviving ideas then move into a full-scale screening process. In screening ideas, the company must avoid two types of errors. These errors are a Drop error and a Go error.

Concept Development and Testing

Attractive ideas must be refined into testable product concepts. A product idea is possible product the company might offer to the market. A product concept is an elaborated version of the idea expressed in meaningful consumer terms.

A product idea can be turned into several concepts. The concepts are

Who will use the product? What primary benefit should his product provide? Will the people consume this product?

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Concept Testing

Concept testing involves presenting the product concept to appropriate target consumers and getting their reactions. The concepts can be presented symbolically or physically. The more tested concepts resemble the final product or experience.

Marketing Strategy

Following a successful concept test, the new product manager will develop a preliminary marketing strategy plan for introducing the new product into the market. The plan consists of three parts they are

The first part describes the target markets size, structure, and behavior, the product positioning, and the sales, market share, and profit goals.

The second part outlines the planned price, distribution strategy, and marketing budget.

The third part of marketing strategy plan describes the long run sales and profit goals and marketing mix strategy over the time.

Business Analysis

After management develops the product concept and marketing strategy, it can evaluate the proposals business attractiveness. Management needs to prepare sales, cost, and profit projections to determine whether they satisfy company objectives. If they do, the concept can move to the development stage. As new information comes in, the business analysis will undergo revision and expansion.

Product Development

Up to now, the product has existed only as a word description, a drawing, or a prototype. This step involves a large jump in investment that dwarfs the costs incurred in the earlier stages. At this stage the company will determine whether the product idea can be translated into a technically and commercially feasible product.

The job of translating target customer requirements into a working prototype is helped by a set of methods known as quality function deployment (QFD). The methodology takes the list of desired attributes generated by market research and turns them into a list of engineering attributes.

The research and development department will develop one or more physical versions of the product concept. It would finally select the design which is the best.

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Marketing Testing

After management is satisfied with functional and psychological performance , the product is ready to be dressed up with a brand name and packaging, and put into a market test. The new product is introduced into an authentic setting to learn how large the market is and how consumers and dealers react to handling , using, and repurchasing the product.

Not all companies go for market testing. The companies go for market testing in order to reduce the risk of product failure and risk of losing distribution of highly successful product.

Commercialization

If the company goes ahead with commercialization, it will face its largest costs to date. The company will have to contract for manufacture or build or rent full scale manufacturing facility.

Another major cost is marketing. To introduce a major new consumer good into the market, the company will have to spend a huger amount in advertising and promotion in the first year. In the introduction of new food product , marketing expenditure typically represent 57% of sales during the first year.

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CONCEPT OF NEW PRODUCT

Booz, Allen and Hamilton identified six categories of new products in terms of their newness to the company and to the market place. They are as follows.

1. New to the world products New products that create an entirely new market and are not in existence before.

2. New Product Lines

New products that allow a company to enter a established market for the first time.

3. Addition to Existing Product Lines New products that supplement a companys established product line (package sizes, flavours and so on.)

4. Improvements in Revisions to Existing Products

New products that provide improved performance of greater perceived value and replace existing products.

5. Repositioning

Existing products that are targeted to new markets or market segments.

6. Cost Reduction New products that provide similar performance at lower cost.

A company usually pursues a mix of these new products. An important finding is that only 10% of new products are truly innovative and new to the world. These products involve the greatest cost and risk because they are new to both the company and the market place. Most companies new product activity is devoted to improving existing products rather than creating new ones.

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NEW PRODUCT LAUNCH

Planning

A new product has been conceived, researched, tested in prototype and made it through all the hurdles of the process. The time has come to launch it in the marketplace. What happens now?

According to TEC new product development experts Mitch Goozé and Nick Webb, the seeds for the launch phase should be sown back at the very beginning.

"In the most successful ventures, planning for the new product launch starts along with preliminary design and development," Goozé says.

"Positioning, sales channels and distribution, advertising and public relations all need to be addressed and should be given as much time and energy as the development and design stage. Synchronizing marketing activities with product development is critical for success."

Among the key components included in a strong product launch plan:

Clearly defined sales objectives Assured sales channel readiness Promotional functions in place (public relations/marketing/advertising) Resources to track, monitor and account for execution

"Launch projects often fail because companies don't manufacture adequate quantities of the new product and make them available to prospective customers," Webb says. He suggests creating a launch team with responsibility for, among other things, ensuring that all levels of the company are prepared to handle demand for the product and to train staff in its use for customer support.

Positioning

"Positioning is not about features and specifications," says Goozé. "It's the core message that differentiates your product from everything else in the marketplace. A unique product identity strengthens the market's perception of your product and in turn reinforces your company's overall positioning."

To make sure everyone is working toward the same goal, certain milestones should be established:

Have we identified all necessary launch channels? What number of new products do we plan to sell by a specific date? When will the product be ready to launch at a national trade convention?

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Are sufficient stocking orders placed with key distributors? How can we grow the product into a 5-10 percent market entrenchment by a

specified date?

"Break down every conceivable launch component," Webb says. "Identify customer databases where appropriate. Send new product samples to industry and trade publication reviewers. Do everything necessary to create a strong, functioning life-support system for that product."

Planning for these activities should be as simple as possible, he adds. "We're not talking about writing a 50-page launch overview document. These tasks should facilitate the most favorable deployment of the new product -- that's all."

Approaching the customer with the new product can be the most delicate situation of all, which is why "having your ducks in a row" is so important. If existing customers encounter design flaws in the new product, they may forgive and forget (particularly if their relationship with the company is strong enough), but it's unlikely new customers will feel the same way. Also, the new product may not be the right "fit" with all of your current customers. Preparedness reduces the risk that the company's credibility may be damaged by missteps at launch time.

"In order to establish the new product's identity in the marketplace, the core message must be repeated over and over again," Goozé notes. This requires consistent positioning within all of the company's marketing communications, including:

New and current product literature Press releases Product specifications Sales presentations Internal communications

Goozé draws a distinction between advertising and public relations. Public relations presents the new product as "news" which, he says, "is viewed as impartial and more reliable than advertising -- even if the news is only a company press release printed verbatim."

Advertising, on the other hand, is aimed at presenting the product (specifically, its features and benefits) in the best possible light.

"These promotional tools are most effective when used in tandem. The goal is having each activity reinforce each other to influence the market and your customers."

Beyond issuing press releases, look for unique angles to interest industry opinion leaders, or try placing stories about how the new product benefits customers in trade publications.

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"Exposure to your product via both advertisements and public relations generates greater mindshare and higher perception in the marketplace," Goozé says. "Success breeds success."

Execution

How will the new product reach customers? Are your established sales channels (sales force, distributors, dealers, etc.) up to the new challenge?

"When introducing a new product, you need to step back and assess its fit with existing channels," Goozé says. For example, if the new product is a features-reduced version of an existing product that is being targeted to a mass market, there are some questions you should ask:

Do our existing distributors serve mass marketing retail outlets? Does our current pricing schedule take factors like mass market competition into

consideration? If we lower our price, how much can we afford to spend on the sale of each unit at

this lower price? Can we reach this market with our current sales force?

"Determining your pricing strategy and reviewing your sales channels should be happening while the product is being positioned, as these factors will have a definite impact on the positioning message." Goozé says.

In situations where one company partners with another to introduce a new product, Webb advises strict due diligence before the execution phase -- thus ensuring that each partner is fully committed to the process and has the necessary financial resources and familiarity with the marketplace.

"Whatever the circumstances, have clear-cut performance objectives in place and be ready to measure them carefully," he adds. "Use the launch team to track progress and make it responsible for communicating results to senior management

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LAUNCH OF NEW SNACK PRODUCT BY MCFILLS

Preamble

Mcfill a company all set to launch an exclusive range of snack food products. This company is the first of its kind in India, produced in a state of the art manufacturing plant in technological collaboration with world leaders from Europe and usa. Mcfill will offer consumers a whole new category with its vast range of taste, form, and identity and will be backed by innovative packaging, a marketing plan and a dynamic distribution network. The cash rich flagship division of the company is a leading manufacturer, exporting the products to 27 countries across the globe.

An innovative range of baked snack food products First of its kind in India with the widest range State of the aart manufacturing and r and d facility Technical collaboration with the American and European companies An established exporter to 27 countries across the continents

Project goals

To launch in India, the first of its kind , third generation branded snacksin both sweet and saughy category

To offer low fat snacks with enticing tastes and flavours developed with huge investments in research nad technology.

To emege as a leader offering innovative and world class snack food products which appeal to the Indian palate and market

To operate on a very large scale offering value-for-money products for Indian consumers.

To cater to the till now taken for granted Indian snack lovers with fun filled snacks promising a far more delightful experience

Pioneers

Capital intensive state of the art technology, for the first time in India Technical collaboration with world leading American nad European companies

for the first time in India Unique and wide range of innovative snacks for the first time in India Distinctive and classy packaging , again for the first time in India Versatility to produce numerous shapes and flavours to compete against present

and future entrants Healthy snacks with better taste and value for money

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Manufacturing process,recipe and flavour management bu sophisticated computerized systems

Products

Mcfill will offer unique third generation sweets and savories that will cater to all ages. They will be of premium taste and will have a longer shelf life, owing to the advanced technology. Keeping in mind the consumer trends and attitudes regarding specific skus. Mcfill will introduce its product range in packs of Rs 5/, Rs 10/ and Rs 20.

Plant location

The manufacturing plant is located on the prime Ahmedabad-Rajkot highway (national highway no 8), well within the reach of our distribution channel partners.

Production facility

The consumers will be offered snacks of the highest quality, which will be produced at thee pollutant free manufacturing unit, which is designed with the help of foreign collaboration and leading consultants. The plant will be equipped with a huge production capacity of upto 8000 tonnes per annum and will confirm to HACCP and ISO standards. The quality control and R and D center will ensure that nothing but the right quality and the right taste is offered to the consumers

Positioning

Around 85% of the indain snack food market is captured bu the unorganized sector, which exceeds Rs 16000 crores annually. Mcfill is aware that this food category is estimated to grow at 15-20 % annually. Branded snacks have revolutionized the eating pattern of Indian consumers. The acceptance is increasing and gaining momentum day-by-day. Mcfill is keen on giving the drive a new direction.

Through the extensive distribution network which is being developed strategically, mcfill will be able to offer the widest range of sweet and savory snacks to large section of the people and market. The wide gap between the organized and unorganized market will be tapped by an innovative market promotion drive workewd out with professionals and the marketing experts.

Mudra Communications Pvt. Ltd. Is assisting mcfills in the marketing and communication efforts along with an in-house research team, a digital marketing team and other external research agencies. An exhaustive market promotion and product launch programme has been formulated to help markerting and distribution channels penetrate deep into the market.

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Product launch

After a deep market research and our consultation with the advertising agency and a MR agency , Mcfill will be rolling out different kinds of products in various shapes, flavours and sizes over the span of one year across the country

Going the philosophy of being innovative Mcfill will utilize the newest methods and technology in promoting, minitoring and revitalizing the marketing strategies.

Project Outlay

The project is in the final stages of implementation and will be completed as per schedule. The project outlay takes care of technical collaboration, technology, procurement, state-of-the-art manufacturing and R and D facilities. Adequate provisions for market promotions, advertising, branding and setting up of sales and distribution channels have been earmarked.

Partnership and Prospects

Mcfills considers its channel partners valuable assets to the growth, expansion and prosperity. The new range of products will be offering excellent growth prospects in national as well as international markets.

The market segments which may contribute are Snack Food, Continental food, Biscuit and confectionary. Ready-to-eat and Junk Food. The distribution and retail channel units have the opportunity of a life time to become partners in this project that will create history by not just reaching out to millions of Indian snack lovers but by being credited with a number of firsts in the snack food category.

To make the distribution and retail network dynamic, each segment of the distribution channel will make in close association with the marketing team.

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MARKET RESEARCH

What is a Research??

Research means, Search Again.

Market Research is an important tool in planning and it is also involved in evaluating the previous marketing effort. The unique feature of market research is that it is usually project oriented and it tries to answer specific questions or tries to solve specific marketing problems relating to product, price, promotion and distribution.

Market research is the systematic design, collection, analysis and reporting of data and findings relevant to specific marketing situation facing a company according to Philips Kotler

Whether the product will be success or failure can also be determined to a great extent on basis of the findings of the market research.

Invention or innovation may be one of the outcomes of research. It mainly deals with agreeing or disagreeing with what is in existence

Need for the Research

Research findings are a basic yardstick for any selection There are a lot of decisions in an organization where research is required before

taking a decision Research is useful in any way starting from small to big projects Research is conducted either for the solution of the problem or being a new idea.

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Research can be mainly done by three methods

Questionnaire

The respondent is given a set of questions in a printed format which one can fill without any hesitance. The questions must not be repeated. The set of questions must be precise, clear and easily understandable by the respondent. The respondent must not take anybody elses help, if he takes assistance the pupose of questionnaire dies. He must fill in what he feels right. One should use bond bright papers for preparing the questionnaires. The ideal font size is 12. the questions formed should be close ended so the respondent does not get confused. The questions should be general and not personal so that the respondent answers to them without any problems.

Interview

Personal interview is nothing but sitting face to face with the respondent and knowing his views and ideas regarding some matter. Following points must be taken care of while taking a interview

Prior appointment must be fixed with a person whose interview is to be taken. The questions to be asked must be ready in the mind of interviewer. To establish good rapport with the respondent so that he feels at ease. Do not cross check when the interview is taken Always try to end the interview with a friendly note.

Observation

Observation simply means to watch a person for a specific purpose. To look at something to get what you want. When the information cannot be obtained by asking this technique is the best. Observation can be done by three ways

1. Direct-Indirect Observation

Direct observation means you observe a person directly. For indirect observation things are recorded and observed.

Eg. Eye cameras in a super market.

2. Participant-Nonparticipant Observation

Be a part of the group and observe is participant observation. It gives a close observation on natural behaviour. Non-participant observation is observing people from outside silently.

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3. Controlled-uncontrolled Observation

In controlled observation one creates artificial circumstances and then try to study it while uncontrolled observation is a observation of things done naturally.

The study is actually to find out the effectiveness of launch of the new wafers in the market. By observing the consumers behavior the study would not have been possible. Since interview would be long procedure to go in, we have tried to use questionnaire method for the retailers or dealers. The questionnaire prepared for the retailers is attached.

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RESEARCH PROPOSAL

Research proposal gives an outline of the research. It is a documented form of research design. It consists of following steps:

1. Research problem

The main part of the research is the problem due to which the research is carried on. The project is to find out the impact of the launch of the new type of baked snack products by Mcfill on the minds of the consumers. The problem is to identify whether people will accept the new product or not. This could be done by conducting a pilot study. We have done this by use of a questionnaire.

2. Objective

The objective is divided into primary and secondary objective. Objective denotes the purpose behind the research.

The primary objective behind the research is

To find out whether the newly launched snack product in the market would do well and is feasible for profit making unit like Mcfill

To make a competitive analysis regarding the market leader, market challenger, market follower and market niche

To find out the competitors product and the position of it in the market. To know the marketing strategy for the launch of ready-to-eat snack product To find whether the new product concept is appealing to the target customers. To perfectly justify the product launch.

The secondary objective is see that the people in the market accept such baked ready-to-eat snack products for which the set of questionnaires would be helpful to study the market conditions.

3. Hypothesis

Hypotheisis is a tentative statement that we make for a result or outcome. The people use current brands of snacks in the market and so the assumption can be made that the people would experiment with the new brand of innovative snack products introduced by McFills . This could be done if some promotional schemes are attached with the product.

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4. Research Type

Any research work is divided into mainly 3 types.

(i) Exploratory type

This type of research work is done to find out the problem or the opportunity in the research. Basically it is used to explore something

(ii) Casual Type Casual type is used to study and understand the cause and effect of a situation

(iii) Descriptive Type This type of research work is done to describe a particular event. It is not precise but gives descriptive explanation of any research.

The research type used in this research is a mixture of two types -

(i) Exploratory type because we are trying to find the opportunity of new snack products of McFills in the market

(ii) Causal type as we are trying to find the after effect of promoting this snack products in the market.

5. Sample size

For the research work we need to know the opinion of the retailers how they feel about the scope of new snacks products launched. For this we need to conduct a survey. This survey could be either a population survey or a sample survey. But the population survey would be lengthy procedure, as each and every person cannot be used as a sample so we use sample survey. According to the sample survey the target population is all retailers who keep this ready to eat snack products. The sample frame is selected by selecting the potential retailers according to convience sampling and simple random sampling. The sampling size is around 100 retailors or dealers.

34

Sample size 100 dealers

50 pre research without questionnaires 50 with questionnaires

For dealers the following segments were covered. They are as follows:

Highways – eight dealers Dairys and Provision stores – twenty dealers Canteens (schools, colleges and multiplexes) – twelve dealers. Railway stations and Bus stands – ten dealers.

6. Data Collection Method

As discussed earlier there are three methods of collecting the data.

Personal Interview. Questionnaires Observation

Here we have used the Questionnaire technique for collecting data from dealers of different segments. The personal interview technique is not possible here because one cannot go and take interview of the entire sample. The observation method is also not feasible over here because it is based on assumptions. Hence questionnaires was the best option out for collecting information.

35

7. Data Analysis and FindingsSample size 50 Questionnaires

1. What ready to eat food products do you regularly store in your shop?

3750

3924

9

0102030405060

biscu

itsch

ips

choc

olate

s

ethn

ics

othe

rs

snacks

no

of

sho

ps

2. What is the average movement of each snack product?

0%

20%

40%

60%

80%

100%

1 2 3

chocolates

chips

biscuits

36

3. What are current snack brands of chips available in your store?

40

15

37 3520

8

01020304050

kurk

ure

uncle

chip

slay

sba

laji

pepp

y

othe

rs

brands

no

of

sho

ps

4. What price pack do people prefer the most?

price preferance

8%

92%

0%

Rs 5

Rs 10

Rs 20

37

5. What type of people come to buy this snack packs?

Most of the retailers made an emphasis that children mainly came to buy this snack products. They also said that almost all kind of people come to buy this snack products. Specifically there was no differenciation in the age groups.

6. Do people come with a specific mind set about the brand and flavour of the snack?

mindset of people

78%

22%

w ith mindset

w ithout mindset

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7. Do people compare different snack products?

comparision of snack product

16%

84%

compare

don’t compare

8. Which kind of people are attracted by promotion schemes?

Most of the retailers said that children and ladies are most attracted by promotion schemes.

Children get attracted by tattoos , tazo game that comes with cheetos and other such schemes.

Ladies get attracted in schemes like buy one get one free, get 20% or 30% extra and such schemes.

9. What do company gives you unconditionally?

Most of the retailers said that the company provides them unconditionally the Following things.

Stands to keep snack products. Danglers Stickers

The company provides some wellknown retailers with hoardings.

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10. What do the company provides you for support and on what conditions?

Almost all the retailers said that the company does not provide support on the basis of any conditions. There are no conditions for getting any support .

11. Who is the distributor or stockist for your shop? Most of the retailers decline to give any answer to this question.

12. If there is any defect in the pack , does the company replace it without any Problem?

replacement of snack products

72%

8%

20%

easy replacement

replacement withproblem

no experience

13. What are the payment terms of the company? Are they flexible at times?

Most of the retailers made an emphasis that payment terms are on the basis of the relationship with the distributors. Most of them had to make payment in cash on the spot and credit facility was provided for a small period of 4 to 5 days.

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14. Does the company uses bundling policies with you?

In the past this used to happen as they forced 10 packs of Cheetos with 10 packs of Alu Sev, etc but currently such measures are not in practice. Nowadays demand for different brands are placed individually.

41

Analysis of highway

8 retailers were surveyedAlmost every Dhaba or motel had a snacks-toffees-pan shopProminence of local brands specific to route (i.e. Samrat wafers was strong on the Rajkot highway)

1. What ready to eat food products do you regularly store in your shop?

7 8

42 2

02468

10

biscu

itsch

ips

choc

olate

s

ethn

ics

othe

rs

snacks

no

of

sho

ps

2. What is the average movement of each snack product?

0%20%40%60%80%

100%

bicuit

sch

ips

choc

olate

s

3

2

1

42

3. What are current snack brands of chips available in your store?

7

3 4

8

2 2

02468

10

kurk

ure

uncle

chip

slay

sba

laji

pepp

y

othe

rs

brands

no

of

sho

ps

4. What price pack do people prefer the most ?

price preferance

13%

87%

0%

Rs 5

Rs10

Rs 20

43

5. Do the people come with a specific mind set about the brand and flavour of the snack?

87%

13%

with mindset

without mindset

44

Analysis for dairys and provision stores

Sample size of 20Shops visited were across Ahmedabad cityShops were chosen on a random basis across size, format, etc.

1. What ready to eat food products do you regularly store in your shop?

18 2016

84

05

10152025

biscu

itsch

ips

choc

olate

s

ethn

ics

othe

rs

snacks

no

of

sho

ps

2. What is the average movement of each snack product?

0%

20%

40%

60%

80%

100%

1 2 3

snacks

pe

rce

nta

ge

chocolates

chips

biscuits

45

3. What are current snack brands of chips available in your store?

16

8

1512 10

4

05

101520

kurk

ure

uncle

chip

slay

sba

laji

pepp

y

othe

rs

brands

no

of

sho

ps

4. What price pack do people prefer the most ?

price preferance

5%

95%

0%

Rs 5

Rs 10

Rs 20

46

5. Do the people come with a specific mind set about the brand and flavour of the snack?

60%

40%with mindset

without mindset

47

Analysis for canteens

Done across schools, colleges and professional institutes like NID, CEPT, etc.Sample size of 12Survey of only the original vendor ( as licensed by the governing authorities

1. What ready to eat food products do you regularly store in your shop?

4

1210

2 2

0

5

10

15

biscu

itsch

ips

choc

olate

s

ethn

ics

othe

rs

snacks

no

of

sho

ps

2. What is the average movement of each snack product?

0%20%40%60%80%

100%

biscu

itsch

ips

choc

olate

s

3

2

1

48

3. What are current snack brands of chips available in your store?

9

2

12

5 62

0

5

10

15

kurk

ure

uncle

chip

slay

sba

laji

pepp

y

othe

rs

brands

no

of

sho

ps

4. What price pack do people prefer the most ?

price preferance

17%

83%

0%

Rs 5

Rs 10

Rs 20

49

5. Do the people come with a specific mind set about the brand and flavour of the snack?

92%

8%

with mindset

without mindset

50

Analysis of railway stations and bus stands

Kalupur station platformsDoes not include vendors outside station premisesGeeta Mandir S.T. bus stopSample size of 10

1. What ready to eat food products do you regularly store in your shop?

810 9

41

02468

1012

biscu

itsch

ips

choc

olate

s

ethn

ics

othe

rs

snacks

no

of

sho

ps

2. What is the average movement of each snack product?

0%20%40%60%80%

100%

biscu

itsch

ips

choc

olate

s

3

2

1

51

3. What are current snack brands of chips available in your store?

8

2

6

10

20

02468

1012

kurk

ure

uncle

chip

slay

sba

laji

pepp

y

othe

rs

brands

no

of

sho

ps

4. What price pack do people prefer the most ?

price preferance

0%

100%

0%

Rs 5

Rs 10

Rs 20

52

5. Do the people come with a specific mind set about the brand and flavour of the snack?

90%

10%

with mindset

without mindset

53

Analysis of lays over all places

• Particularly strong in the grocery stores and canteens• It trails direct competitor Balaji in both Highways as well as the Railway Station• It’s neck and neck with Kurkure in groceries thereby indicating mutual co-

existence as they cater to different tastes

Analysis of kurkure over all places

• Kurkure comes across as the the most widely available Brand, across various categories of retail outlets

• It is independent from skews with respect to different kinds of retailers• School and college canteens are the only outlets where it falls behind lays

indicating a preference of youngsters towards potato chips

Analysis of uncle chips over all places

• Very clearly a second line player from Frito-Lays• Only substantial presence is in groceries thereby indicating an inertia purchase

amongst families

Analysis of balaji over all places

• Definitely not a family favourite (weak amongst groceries)• Very strong on the Highways and the Railway Station/ Bus Stops (high volume

outlets)• Weak in canteens thereby indicating that it might not be a very ‘in’ thing on

campuses

Over all Analysis .

• Prior determination of the brand is very large across all formats but still is much less in groceries compared to on-the-go outlets like stations & canteens

• Consumers are more likely to waiver in their brand loyalties by seeing and feeling the product

• Moreover it is also a function of time that they spend at the retailer which determines their fixation of choice

• The less time that they spend the more likely they are to be sure of their choice• Lays and Peppy are particularly strong in formats where chocolates are fast

moving whereas Balaji & Kurkure is strong in places where biscuits are more dominant

• This suggests that Balaji and Kurkure are preferred where the ask is of a filler while Lays and Peppy operate in the high-impulse - high fad region

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Availabily of peppy over all places

55

05

101520253035404550

kurkure unclechips

lays peppy balaji total

highways

groceries

school/collegecanteens

station/bus stop

total

CONCLUSIONS AND FINDINGS

The gist of the project revolves around the marketability of the new range of baked snacks products launched by McFills. From the survey done following are the findings:

On the basis of the analysis we have concluded that most of the people and children go in for ready to eat snack product but they have a fear about their health, but as the snacks introduced are baked this would make people buy this snacks packs without any fear.

Most of the consumers go for Rs 10 packs and so McFills should take this into the consideration.

McFills should try to explore promotional avenues to promote its new range of snack products through various campaigns, advertisement and media.

What most matters is quality and price. So the price of snack products should be reasonable at the same time quality should not be hindred.

In the world of cut-throat of competition, McFills should be aware of its competitors who that is Lays and Balaji who have taken majority of the market share.

As most of the people are attracted by promotional schemes, McFills should introduce various incentives like free gifts like tattoos, games and others, free sample packs, extra quantity etc to enhance the promotion of baked snack products.

Lastly, it can be concluded that inorder to conquer the market share, McFills should launch its product at right time, at right circumstances and when the right opportunity knocks their door.

To secure a local market the promotion strategies should be specifically designed to create an awareness bu communicating the attributes of the product and getting the real knack of expected consumers.

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SUGGESTIONS

Once the product is launch the main aspect that is to be taken into consideration is price. The price should not be kept higher than that of competitors.

The quality of the snacks should be kept up to the mark. For the purpose of sales promotion the company may use various newspapers

and magazine advertisement, demonstration of products etc so that it leads to increase in awareness and sales volume of the product.

For capturing the market share, company should produce product keeping in mind the different segments of society and preferences of the people.

The distribution channel should be made such that the product reaches each and every area.

McFills should maintain good contact with the dealers by responding quickly of their complaints and orders. This goes a long way in increasing the creditability and hence the sale of companys product.

Upgradation of technology and capacity expansion can also provide a source for increasing its profitability.

Modernization and expansion of the existing production facilities and by securing total employee involvement will secure better performance.

I trust that the potential customers will warmly welcome the proposal of the new range of baked snack products. By concentrating on the thurst areas and adapting to the demands of new competitive era

McFills Enterprise Pvt. Ltd

will certainly reach higher pinnacles of achievement and success in all its diversified areas.

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LIMITATIONS OF THE PROJECT

I have worked on this project with full zeal, implementing the best of my capabilities but being an amateur, the project might lack on certain aspects.

The best method of collecting data for analysis was through questionnaires and since the outcome of the same depends upon the moods and attitudes of the respondents , it may not portray the accurate position.

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BIBLIOGRAPHY

Marketing Management by Philip Kotler

Internet

Brochures and Pamphlets from Mudra

Fundamentals of marketing by William Stanton

Marketing Research by Boyd

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