Jamnalal Bajaj Institute of Management Studies

1. Jamnalal Bajaj Institute of Management Studies Go Getters MufaddalDahodwala DebrupChatterjee MMS I MMS I

2. Mornings-Its good for you Big Ticket Idea: Project ‘Poshan’ • Insights: • Women seen as the nutritionist of the Indian family • Taking inspiration from HUL’s ShaktiAmma which demonstrated local women’s ability to increase reach Business Suggestions Business Model • SEC B to SEC A in Tier I and Tier II Cities • Target are those who are always on the move and who miss breakfast due to lack of time or availability • Economic price points to compete with local offerings; profit model to drive high volume sale • Indianization of products to increase brand appeal • Saffola Oats based breakfast menu • Hot meals: Oats to be used in out of home morning meal preparation such as Dhokla, Idli, Dosa etc. • Branded Ready to eat meals: Cups containing saffola Oats mixed with natural flavours requiring only the addition of hot water to convert the mix to a nutritious meal • Ready-to-eat snacks: Oats can be given from kiosks setup in malls, parks, jogging track, etc. • Opportunity: • Increase out of home consumption through a network of women micro-entrepreneurs • Build brand through local influencers • Tap inaccessible areas: Increase penetration • High Energy Nutritious Morning Foods • Communication focus on health and zeal to create appeal and differentiation for driving morning sales • Products to be conspicuously branded with Marico names • Business model: • Select members as Poshan entrepreneurs • She receives stocks of Saffola Oats and drink concentrates from local retailer • After being trained, the Poshan entrepreneur then sells the nutritional breakfast meals to consumers • Breakfast Cereal Extensions- Extend Saffola Market Leadership from current 35% market share to over 50% and grow the market from the current 200 Cr to over 500 Cr by 2017

3. Marico advantage Upload your oats recipe and Best one will get a chance to meet KareenaKapoor Strategically Gunning for the Low Hanging Fruit Immediate Targets (Low Hanging Fruit) Saffola 40gm pack Now 15% extra!! Medium Term Targets (Challenging but scalable) Long Term Targets (Difficult but Strategic) It would be advisable to use a moderate risk strategy by first implementing the suggestions with a high ease of implementation & later moving to the suggestions which are difficult to implement but are high on scalability and sustainability

4. Marico could enter and become a key player in the FMCG industry value chain backbone Phase Wise Entry First has to leverage “Saffola” brand image in the minds of people through aggressive advertising in order to make people aware about wholesome 40g packets Target tactical locations in heavy congestion areas such as Bus stops, Railway Stations, School canteens and malls for people who look for food on the go Tieups with doctors/dieticians Advertise on social media Increase Awareness Infuse funds for TieupsCampaigns like Kareena’s dietician RutujaDiwekar Increase market share through institutional campaigns MAJOR PLAYER IN CUSTOM PACKING OF VALUE ADDED PRODUCTS Advertise through malls and retailers Lead through aggressive marketing campaigns

5. Target Market Size & Defining the Target Consumer Target Market Size- Healthy Cereal Lovers - age group of 15-55 years Segmentation and Targeting Positioning Wholesome and filling, delicious, hygienic Indian breakfast Larger Towns to Metros Age Group 15-30 Occasions: A refreshing stomach filling easy & quick to prepare evening snack to satiate the taste buds while also fulfilling Religious fasting needs of people • Shoppers of breakfast cereals(cornflakes, muesli) • Students • Couples • Anyone who enjoys filling meals Core Target Consumer

6. Sales improvement (%) in Saffola oats through different interventions

7. Driving Brand Resonance Occasions -Making them Better for You Convenience Choice Garner Profitable Trials, to Increase Customer Life Time Value Target Special Occasions to Endear Brand and Create Brand Loyalty Consumption Increase dominance in theatre segment Generate upto20% increase in Marico revenues per theatre We suggest Tie-ups with caterers to host Marico chat plaza counters in weddings and functions to penetrate the market which is worth more than Rs 1 Lakh Cr Weddings Increase Brand Resonance Increase in Revenues by 15-25k per wedding catered to Bundle ready to eat products into a saffola Picnic Basket Add a saffola Blanket into the basket to drive brand loyalty Outdoor Picnics Bundling to drive trials of new products Incremental sales almost up to 2% of the T&L industry T&L Partners to include Oats dishes in their complimentary breakfast menus Use fact sheets to convert trials into regular customers Travel & Lodging Inculcate a habit for oats consumption by generating trials Create a B2B channel with regular off takes

8. Reasons for threats to Saffola oats in India

9. Opportunity Assessment exposes major entry areas like healthy food for breakfast and capture the oats market which is worth 200 crores Entry Opportunities in Value Chain Daily Extension services P Availability in malls P Threat from competitors Online orders through various sites P P Satiety potential of 40g packets Marketing through Kirana stores P • Leveraging benefits of safflower oil Call centre service for consumers P Set up of extra awareness campaigns Few of the entry areas in industry have a strong synergy with existing businesses of Marico Source: Team Analysis