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Product & Brand Management:
Group: 02
Ranjana Vidhate
Manjunathan Mudaliar Sachin Shetty
Valay Chheda
Ameya Dhumal
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AndeAnde kaka FundaFunda::
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What came first-
An Egg???An Egg???
A Chicken???A Chicken???
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Ande ka asli Funda:
Eat
Make-up | Anti-wrinkle vitamin
Binder
Coating Thickener
Mixture
Clarifier
Preventing Crystallization
Leavening agent
Appreciation
Examinations
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Ande ke Murga-Murgi (Product Idea):
An initiative by Tata Enterprise retail division Star
Bazaar
Trust factor for TATA
Wide network & reach, Supply Chain management
Leverage on Brand equity of Star Bazaar
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Anda Bazaar:
One of the fastest growing segments of the agriculturalsector
Growth rate of 8 to 10% p.a.
India is the third largest egg producer and fifth largestpoultry meat producer in the world
Estimated market size of Rs 20,000 crs.
Highly fragmented market and dominated by localplayers
Per capita consumption of 129 eggs p.a. Production of eggs is estimated to about 37 billion
units, that of broilers 895 million, and that of poultrymeat 735,000 tonnes.
38% veggies & 62% non-veggies
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Ande ki Mara-Mari (Competition):
Saguna Chicken | Indias No. 1 broiler producer
with turnover Rs. 3200 cr.
Godrej Real Good Chicken Unorganized & local players
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Humara Anda (Product):
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16 poultries at the near by well connectedvillage across all cities
Transportation with refrigeration facilities &Channel partners
Computerized system to monitor poultryfarms & automated process
Highly qualified and experienced poultryexperts including nutritionists andveterinarians
Dedicated team for research & development
Humara Anda (Product):
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Healthy & Fresh within
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Apna Bhidu (Mascot):
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Kya tum mera Anda khaoge? (Segmentation):
Income Group: SEC A+, A, B+ & B
Age Group: 6 yrs. 60 yrs.
Gender: Males & Females Geography: Metros- Mumbai, Delhi,
Bangalore, Chennai, Kolkata, Hyderabad,Pune
Psychographics: Busy lifestyle, health-conscious, hygiene conscious, ready tospend few extra Rs. for quality product
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Ande ka Nishanaa (Target Group):
Families in Metro cities
Women & kids in families
Health & hygiene conscious customers
Single males
Willing to spend premium price for a quality
product
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Jo nahi khayega mere Ande, padenge
usko 100 dande (Brand Persona):
Saumil Ayyer Mrs. Deshmukh Joe DSilva
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Anda kitne ka diya (Pricing):
Low Penetration pricing
Low Promotion
10% premium on the current retail price
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Customers/
Resellers
Retail
Customers Wholesale
customers
Distributors
Suppliers/
Vendors
Farmers
Experts Food
providers
Competitors
Saguna
Chicken Godrej Real
GoodChicken
Local &unorganizedplayers
Substitutes
Veg. food
Non-veg.food
Chicken
Mutton
Pork
Beef
Fish, etc.
New Entrants
Organized
Retailers
Porters 5 force model:
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Anda Bhurji (Marketing Mix):
Print Ads- TOI, Regional Papers
TVC- Leading Regional Channels, especially
Food/cookery related programs Radio- Top radio channels in respective cities
Hoardings- prominent locations in respective
cities Facebook, Twitter
PR
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Kiosks in Malls & Retail Outlets:
Live chickens willbe put in retailsoutlets like, Star
Bazaar, Big Bazaar,Hypercity,Reliance Fresh,D-Mart, Food
Rite, SahakariBhandaar, etc.during launchperiod
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Iss Ande se lekar uss Ande tak (Supply
Chain Management):
Leverage on SCM of Star Bazaar
Whole sale (No. of outlets- 105 across India)
Large scale distributors
Wholesalers
Retail (No. of outlets more than 1000 across India)
Large Resellers- Big Bazaar, Hypercity, Reliance
Fresh, D-Mart, Food Rite, Sahakari Bhandaar, etc. Departmental stores, Super Markets, etc.
Local mom & pops stores
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ManufacturersManufacturers
KooKoo--KooKoo--DooDoo--
KooKoo
DistributorsDistributors
Wholesalers &Wholesalers &ResellersResellers
End UsersEnd Users
CustomerCustomerDemand /Demand /
InnovationsInnovations
Value Chain
&
Business Overview
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Parcel Anda (Packaging):
Wholesale:
Plastic Cradles of 36, 42, 84 & 168 eggs
Retail: 2 packs
4 packs
6 packs
9 packs
12 packs
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Expected Sales:
Selling Price Rs. P.U. 3.2
Avg. No. Outlets per city 1000
Avg sales per day per outlet (qty) 43
Avg sales per month per City (qty) 12,90,000Avg sales per year per City (qty) 1,54,80,000
Avg sales per year per City (Rs.) 4,95,36,000
No. of Cities 7
Total Revenue 34,67,52,000
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Ande ke bhai-bahen (Brand Extensions):
Koo-koo-doo-koo Eggs- Current
Koo-koo-doo-koo Desi Eggs
Koo-koo-doo-koo Videsi Eggs Koo-koo-doo-koo Janta Eggs
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Ande ki Taqdeer (Future products):
Liquid egg products- white & yolk without
eggshell, mixed together in natural proportion
Frozen egg products- to extend the shelf lifeof liquid egg products up to 15 months
Egg solids (Dehydrated egg)- On rehydration,
powdered egg solids regain the properties
equivalent to those of fresh eggs
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Internal Strengths:
1. Market Presence (Star Bazaar)
2. Diversified Geographical Base
3. Strong Financial Back-up
4. Strong Business Relationships
5. Strong system & process in place
Internal Weakness:
1. New genre of business
2. No experience in Agri prod3. Strong competitions
4. Price a bit premium
External Opportunities:
1. Increased per capita egg consumption
2. Positive outlook for Indian market
3. Cost reduction initiatives
4. Demand for quality products
5. Acquisitions & Alliances
External Threats:
1. Tie-ups between Resellers &Competition
2. New entrants
3. Intense competition with local players
4. Premium Pricing
SWOT AnalysisSWOT Analysis
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If an Egg is broken by an outside
force, a life Ends. If an Egg breaks from
within, a life begins! Great things always
Lets Begin from WITHIN!
KooKoo--KooKoo--DooDoo--KooKoo
Healthy & Fresh withinHealthy & Fresh within
KooKoo--KooKoo--DooDoo--KooKoo
Healthy & Fresh withinHealthy & Fresh within