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- 1. AASHIRVAAD ATTA Prepared by GROUP2 • DEEPAK SUNDERRAJAN- 19DM066 • GAURI UPADHYAY- 19DM071 • KANIKA SETHI- 19DM089 • KASTURI RANGA- 19DM093 • MANYA BHARDWAJ 19DM107 • MEGHNA JAISWAL 19DM112
- 2. FIRM: ITC Ltd. Establishedin August 24, 1910 • Organisational Structure: Product Based • Product Category: Wheat Atta BRAND: Aashirvaad Product Type: Convenience Consumer Product Founded In: May 27, 2002 Launched in: Jaipur and Kolkata ITC
- 3. AASHIRVAAD ATTA • ProductWidth: Aashirvaad Salt, Svasti Ghee, Svasti Fresh Dairy, Spices, Instant-Mix, Atta • Product Depth: Whole Wheat Atta, Sugar Release Control Atta, Atta with Multigrains, Select Atta, Fortified Atta • Khushiyaan chun chun ke • “Sarvgunn Sampanna” • Aashirvaad is India’s No. 1 Atta Brand, trusted by over 2.5 Cr. Housholds. *Source: All India(Urban + Rural) Market Share of aashirvaad aata based on Neilson Retail Audit MAT May 2018.
- 4. STORY BOARD ENVIRONMENTAL ANALYSIS MARKETING ELEMENTS • STP •COMPETITOR ANALYSIS • SWOT • PRODUCT MANAGEMENT • PRICING • PLACEMENT • PROMOTION
- 5. STP SEGMENTATIO N • Psychographic :Quality & Health conscious • Behavioural : Regular & loyal consumers TARGETING • Home makers • Middle to high income • Health conscious POSITIONING • 100% M.P. Sharbati atta : Finest quality and authentic taste • 0% maida and 100% atta : Superior quality & authentic wheat flour • Multi-grain : provides nourishment, strengthen immunity
- 6. COMPETITOR ANALYSIS AASHIRVAAD SHAKTIBHOG NATURE FRESH Product Variants Whole Wheat Atta, Sugar Release Control Atta, Atta with Multigrains, Select Atta, Fortified Atta Chakki Fresh atta (Whole wheat Flour) Sampoorna chakki atta and Sharbati atta SKU’s Available 500g, 1 kg, 2 kg, 5 kg, 10 kg, 50 kg 1 kg, 5 kg, 10 kg 1 kg, 5 kg, 10 kg Price (whole wheat atta) 5 kg – Rs. 190 10 kg - Rs. 356 5 kg – Rs. 155 10 kg - Rs. 300 5 kg – Rs. 180 10 kg - Rs. 331 Promotion (Tagline) “Khushiyaan chun chun ke” Four generation of trust and taste “Apne Desh ka No. 1” “Shakti Jung ke liye” Market share (packaged wheat flour) 56% 20% 12% COMPANY FACTOR S *Source : www.businessstandard.com
- 7. • Strong wheat procurementnetwork- E-Choupals. • Largest market share in packaged Atta. • High perceived quality. • Strong distribution channel • PET packaging to lock freshness • Advertising for other variants of Aashirwad Atta is not convincing enough. • Expensive for rural people. • Growing working population • Increase in family income level • Increasing health consciousness among customers. • Increasing diabetic patients (79.4 million by 2030) • Competitors Shakti Bhog with market share 20% Nature Fresh Atta, fastest growing Brand SWOT STRENGHTS WEAKNESSES OPPORTUNITIES THREATS
- 8. PRODUCT MANAGEMENT • ProductClassification: CONVENIENCE PRODUCT • Core/ Actual Product: NUTRITIOUS AND TASTY ATTA • Augmented Product: EASY AVAILABILITY, BRAND ASSURANCE OF ITC LTD. • Product Line Decisions: STRETCHING • Brand Strategy: BRAND EXTENSION • PRODUCT ATTRIBUTES: Choicest Grains, High Standards of Food Safety & Hygiene, Ground Breaking Packaging, Containment of Nutrition.
- 9. PRODUCT PORTFOLIO SKUs AVAILABLE Product Product Length Atta AashirvaadWhole Wheat Atta, Atta with Multigrains, Select Atta, Sugar Release Control Atta, Fotified Chakki Atta Source: http://www.aashirvaad.com/product-listing.aspx http://www.aashirvaad.com/Home.aspx Whole Wheat Atta 1 Kg, 2 Kg, 5 Kg, 10 Kg, 50 Kg (Commercial Pack) Atta with Multigrains 1 Kg, 5 Kg Select Atta 1 Kg, 5 Kg, 10 Kg, 50 Kg Sugar Release Control Atta 1 Kg, 5Kg
- 10. PACKAGING • Superior andinnovative PET Poly packaging ensuring freshness of atta is retained. • Madhubani painting depicting the farming process undertaken in the rural heartland of India on the pack.
- 11. PROMOTION • Retailer discounts: Theypermit the retailers to sell Aashirvaad Atta with discount or free packet such BOGO offers to enable fast movement of SKU’s. • Discounts: The communication of price discounts given is communicated majorly through print ads in regional newspapers. • TV ad engagement offers: To know the reach, they came up with a competition in which the participants had to watch the TVC and answer the question to avail a free 1kg sample of Aashirvaad Select.
- 12. PROMOTION Print Ads Promotion ofAtta through various print ads in newspapers especially regional and in magazines targeting the housewives. OOH Ads can be seen on various billboards and places such as bus stops and busses. They predominantly focussed on the South Indian States to to tap the North Indians who have migrated for work. TVC Usage of the Indian family orientation of a mother cooking food for her children to associate the love of a mother for her children to the goodness and wholesomeness of the Atta.
- 13. • Events: Customer attractionand engagement through Sugar Control Challenge- 2019, Aashirvaad Atta Lottery- 2019, Housefull Contest- 2018 PROMOTIONS
- 14. PRICING • VALUE BASEDPRICING • PRICED VERY CLOSE TO OTHER BRANDS – BUT VERY COSTLY COMPARED TO UNBRANDED ATTA. • NEW PRODUCTS TARGETING NICHE MARKET – PREMIUM PRICE. POPULAR VARIANTS AND PRICING Whole Wheat Atta 1kg – Rs. 56 5kg - Rs. 190 10kg – Rs. 356 Select Atta 1kg – Rs. 62 5kg – Rs. 295 Multi Grain Atta 1kg – Rs. 64 5kg – Rs. 310
- 15. DISTRIBUTION CHANNEL FACTORY ITCFoodsPvt.Ltd(C&F) Retail Distributor ModernTrade Distributor Institutional Distributor Retailer Online Stores Institutions CONSUMER ITC exports Aashirvaad Atta to over 32 countries including US, Canada and Middle East, targeting the Indian diaspora. Source: https://m.economictimes.com/industry/cons-products/fmcg/itcs-aashirvaad-becomes-rs-4000-cr-brand-forays-into-new-segments/articleshow/63188958.cms
- 16. RECOMMENDATIONS • Advertisements cantarget Indian homemakers. They are often real decision makers while purchasing atta, household products. • Can collaborate with other retail chain like Dominos, McDonalds for wider supply. • Company can come up with the concept of retail chain of food products as it follows umbrella branding. • Price relatively higher as compared to other brands.
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