brand management pgp30127
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Overview of Brand Extension
ITC Aashirvaad Atta
Submitted By:Arti YadavPgp30127
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ITC ITC entered the branded Atta market
with the launch of Aashirvaad Atta in May 2002
ITC was incorporated in 1910 as a tobacco firm
ITC has established vital brands in the Branded Foods spacePersonal Care products segment Education & Stationery productsLifestyle Apparel business Agarbattis and Safety Matches segment.
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Category: Branded Atta Market in India
2013 2014 20150
2000
4000
6000
8000
3000
4500
7500
Packaged Atta Market in India
Sales(in...
• Packaged wheat flour market in India is growing at a CAGR of 19% over the past three years
• It is expected to grow more than Rs. 7,500 Cr in current fiscal (2015-16)
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Product: AASHIRVAAD ATTA
ITC launched its brand extension Aashirvaad Atta in 2002
It become the number one in branded packaged atta industry
The other variants such as Select atta, Multigrain atta were also launched later
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Growth of Aashirvaad atta in Indian Market
2013 2014 20150%
10%
20%
30%
40%
30%(900cr. )
26% (1170 cr.)
35% (2625 cr.)
Market Share(%)
Market Share(%)
There has been a consistent increase in the market share of Aashirvaad atta even after a dip in the % value
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SEGMENTATION & TARGETING Geographic:Urban
Demographic(income):Higher income groupUpper middle income groupMiddle income group
Demographic(Occupation):HomemakersTargets the "Woman" of the Indian household
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POSITIONING Central idea is to offer consistency in quality
and healthy variants over competitors Aashirvaad Whole Wheat Atta - 0% maida
and 100% Atta Aashirvaad Select Atta: ‘100% MP Sharbati
Wheat’ Aashirvaad Atta with Multigrains: integrated
mix of six different grains – wheat, soya, channa, oat, maize & psyllium husk which gives a healthy option for the consumers
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Marketing Mix – 4Ps
Packaging: superior and innovative packaging PET Poly, Madhubani painting design showcasing the farming process
Aashirvad select Atta (5 kg pack) was awarded the World Star Award for Excellence in Packaging in the Consumer Pack Category
Variants: Aashirvaad Whole Wheat Atta, Aashirvaad Select Atta, Aashirvaad Atta with Multigrains
SKUs:Aashirvaad Whole Wheat Atta: 500 gms, 1 kg, 2 kg, 5 kg, 10 kgAashirvaad Select Atta: 1 kg, 5 kgAashirvaad Atta with Multigrains: 5 kg, 10 kg
ProductProduct
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Marketing Mix – 4Ps
Currently follows going rate pricing Prices are kept so as to match
competitors price like Pillsbury, shaktibhog etc.
PricePrice
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Marketing Mix – 4Ps
Direct sourcing model: e-Choupals network to buy wheat directly from the farmers - Khush iyaan Chun Chunke
Distributed by wholesalers to retailers, and malls
Widely present in Urban market ITC has extensively used its
distribution channel in order to mark
PlacePlace
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Marketing Mix – 4Ps
Aggressive advertisements through print media, television etc.
Use of digital marketing
Emotional connect
PromotionPromotion
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Competitor Analysis
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Current Market Share Current size of branded atta category: more than
5,500-crore(forecasted 7500 cr FY 15) In FY 14, industry size was 4500 crore Aashirvaad held the Strongest market share(35%) Competitors: Shakti Bhog, Pillsbury, Nature
Fresh and Annapurna
35%
12%
10%
43%
Market ShareAashirvaad
Shakti Bhog
Pillsbury, Nature Fresh, and Annapurna
Other Several Regional
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Points of Parity Prices are kept so as to match that of
competitors Similar SKUs Similar packaging styles & variants of
atta Stress on health and wellness
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Points of Difference Direct sourcing model:
to ensure consistent quality
Better pet poly material and design for packaging
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References GMID database http://www.fnbnews.com/article/detnews.asp?articleid=
37433§ionid=1 http://www.aashirvaad.com/products.aspx http://www.indiaretailing.com/7/42/43/13573/Packaged-
wheat-flour-category-witnessing-double-digit-growth-IKON
http://businesstoday.intoday.in/story/how-itc-foods-chitranjan-dar/1/206328.html
http://archive.financialexpress.com/news/itc-s-diet-plan/1043344
http://www.decisionanalyst.com/publ_art/marketsegmentation.dai
http://www.itcportal.com/media-centre/press-reports-content.aspx?id=383&type=C&news=Atta-emotional-subject-Indians
http://theglobaljournals.com/gra/file.php?val=April_2013_1366188940_56e88_09.pdf
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THANK YOU!!!