Download - Projects Introduction (2)
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Gent’s shirts and
gents trousers
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Until foreign forces invaded our fair isle, wewere a nation second to none because we wereself sucient in our staple food, rice. Rice wasnot only our staple food but was also the base
for any a short!eats and sweeteats."ith the coenceent of the foreign ar#et
forces, the degradation and regression of ournation started with the introduction of iported
rice in place of our own, wheat $our, and il#!powder of ultinationals that ade usalnourished and lethargic
Introduction
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&onsidering the present situation,there is a new trend being designed
for fast foods ade out of rice $our in'ri (an#a. *his is due to the growingdeand for fast foods which are very
healthy since a person has got healthconscious. +riven by this deand for
-ealthy ast oods , any a
copanies have eerged to supplythe growing need of the people withany a Rice based products.
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ndustry nalysisast food in 'ri (an#a"heat $our roductsRice $our roducts
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*he 2411/12 global rice production forecast was raised 2.60 illion tons in
the onth of 5arch 2412 to %60.% illion tons illed basis7. *he crop isalost three percent above a year earlier and the highest on record.
ustralia, 8angladesh, &hina, 9gypt, the 9U, ndia, ndonesia, a#istan,
and 'ri (an#a account for ost of the pro:ected year!to!year increase inglobal production in 2411/12.
n contrast, production is pro:ected to be substantially lower in 2411/12
than a year earlier in rgentina, 8ra;il, 8ura, 9cuador, eru, the United'tates, and Uruguay. 8y region, production was record!high in sia, butdown sharply in the "estern -eisphere.
*he buper global rice crop is largely the result of e
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Reasons for new product
ood is an essential aspect for aintaining life. Ricein particular provides any nutrients essential forlife. n 'ri (an#a >>? use this for day to day life.
*he purpose for developing new Rice 5uru##uproducts could be due to@
gap in the ar#et, e.g. "heat $our food products
Aew consuer pressures, e.g. econoic crisis
+rop in custoer loyalty or loss of ar#et shareAew ideas or technology
n eerging consuer deand, e.g. convenience,health or indulgence.
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C'ooriya roductD vt7 (tdC'ooriya roductD will produce anufacture, pac#age
and distributor of local food products.
C'ooriya roductD will be an ndigenous appreciatesand environent!friendly copany dedicated onsustainable developent and corporate socialresponsibility, as a service to society and
preservation of nature.C'ooriya roductD is going to a#e the best Euality
Rice products fro using the best local ingredients.
Rice roducts will go to a#e, with using advanced
technology and any diFerent $avors for utostcustoer satisfaction.
C'ooriya roductD headEuarter will be situated inGatunaya#e.
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5ission
5''HAC*o be a leading producer of fast
food based on dedication to
nature, corporate and process-ygiene, dynaic leadership andcoitent to our partners and
sta#eholders.D
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IisionC*o be 'ri (an#an reier fast food
&opany,oFering nutritious J superior Euality
tasting foods to its consuers.
8y 241B we ai to achieve 34? of 5ar#et'hare, and while doing.
it we would be the best in ters ofconsuer
value, custoer service, eployee talent,and
consistent and predictable growth.
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The strength of Sooriya products “RiceMurukku”
resent rice production in 'ri (an#a is around %.B illion 5/*
and this industry sustains about BB4,444 farer failies. Kear round price!stability for local rice will be an incentive
and assurance for our rice farers aeliorating their livingstandards.
Letting the general public use to eating rice!5uru##u in place
of ore failiar wheat $our 5uru##u will substantially reducethe iport of wheat $our thereby saving foreign e
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"hy this roductMactors +riving +eand for Hur roduct
17 &hanging age proNle! relatively larger share of
young population which has the ability to spend on
fast foods
27 ncrease in incoe! *he iddle and upper iddle
incoe groups growing at a faster rate than in
developed countries resulting in higher spending on
food
37 'ocial changes! ncreasing nuber of wor#ing
woen
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"hy this roductM
%7 (ife style factors! ncreasing
health consciousness and need
for convenience fruit drin#
07 vailability of Hrgani;ed Retail
outlets! *hese provide the uch
needed forward lin#ages
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*arget 5ar#et
riary 5ar#et O Gids O ond of 'weet
O *eens O 5ore e
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5ar#et 'egentation
5ar#et segentation is the process inar#eting of
dividing a ar#et into distinct subsetssegents7 that
behave in the sae way or have siilarneeds
Iariables Used for 'egentation
◦
17 Leographic variables◦ 27 +eographic variables
◦ 37 sychographic variables
◦ %7 8ehavioural variables
5 # t ' t ti
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5ar#et 'egentationIariables
Leographic +eo
8y leveraging the beneNts ofliberali;ation and
integration of the ar#ets ofthe world, will
see# to serve both doesticand international
custoers.
5etropolitan &ities, a:orcities/towns of the
states. +ensity of rea@ Urban,
'ei!urban, Rural.
&liate@ *ropical
+eographicge O all age group
Lender O 8oth 5ale andeale
aily si;e ! doesnt atter
9ducation ! doesnt atter
ncoe O iddle J hi endconsuer
Hccupation O student,
wor#ing and retired people nationality/race O doesnt
atter
language ! doesnt atter
5 # t ' t ti
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5ar#et 'egentationIariables
sychographicersonality
Ao
(ifestyle
KesIalue
Kes
ttitude Kes
8ehavioural
beneNt sought
product usagerate
brand loyalty proNtability
incoe status
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5a:or &opetitor nalysis
5L5+'*R8U*HR' J&H
RL5 HH+
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'"H* nalysis A*9RA(
'*R9AL*-
deEuate availability of
raw
aterials
rice, a copetitive
advantage
Aatural roduct.
"ea#ness
'easonal availability of
Rice $our
8rand
ac#nowledgeent
(ate entry into the
ar#et.
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'"H* nalysis EXTER!"
Hpportunity articipation with a growingindustry.
&opetitive advantage over
"heat $ue products'uccess of incredible 'ri
(an#a
capaign
ossible deal withgovernent
*-R9*'
&ut throat
copetition
Unstable governent
policies
Rising Llobal
"aring
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5ar#eting 5i< % s7
Rice 5uru##u is a ast food its ade by144? (ocal Rice $our
which will be produced and ar#eted by the
'ooriya roducts (td. 8rand Aae is CRice 5uru##uD.
-owever, custoers reEuireents changeover tie.
n order to eet these changes, +iFerenttaste hot, sweet, chic#enP.7 +iFerentshapes and +iFerent si;e.
#roduct@ !
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Hur roduct variation
&hic#en$avored
Larlic$avored
sweet$avored
chili$avored
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#$ace@ !
◦ C'ooriya roductsD they used
outsourcing rice $our for theirproducts .*hen they anufacturing ndpac#aging of Rice 5uru##u, underC'ooriya roductsD brand.
◦ Use white and red rice $our for theproduct.
◦ Rice $our would be purchased fro local
farers◦ 5ode of *ransport@ Road *ransport
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#rice@ !
s a new coer CRice 5uru##uD pricingstrategy is to introduce our products in thear#et at lower prices so as to create huge
deand in the ar#et and then copetewith other copetitors. irst price 244g isRs@144
s we coe up in the deand, we willincrease our prices and will provide oreecient and aFordable Rice roducts.
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#romotion @!C'ooriya roductsD ainly focus is on nationalist group
and health conscious people,"e can ncrease nationalist advertising by using *I and
Radio &oercial.
t C'ooriya roductsD the prie focus is on targeting
children. n happy eals too which are targeted atchildren sall toys are given along with the product.
s we are in the ntroduction phase, our ob:ective is to
create brand awareness through nforative dvertising.
Use of rint 5edia, Radio dvertiseent, -oardings in
ublic 'pots, 'aple +istribution, Hrgani;ing 9vents, *I
&oercial etc.
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#romotion @!
*ie Up with a:or &inea halls to proote ourproducts during ntervals.
n!Nl advertising, in its ost eFective for, is
about a brand being a part of the cineaQs content
"eb 5ar#eting@
'ocial Aetwor#ing@ n order to reach out to the *
and ensure that they feel ore connected with the
brand it is necessary to start a#ing conversation.
8y using face boo# and twitter we can create a
counity and an page
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%irect &hanne$C'ooriya roductD will have a siple
distribution networ#. n evaluating possiblechannels,
the business will Nrst analy;e the distributionchannels used by area copetitors.
*he business distribution channel will consistof the use of local distributors, wholesalers,and retailers.
*he professionals at C'ooriya roductD will
shop online wholesalers for the purchase ofroducts. 'tylists will use local distributors andretailers for the purchase and resale of hairproducts, accessories, and supplies.
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0 Kear lanning
*arget of capturing 0? of the ar#et sharewithin a year and
34? by 241=!end
nitially we would be outsourcing the
processing of Rice, butafter 3 years we would chec# the feasibility
of starting our own
aring processing plant.
"e would open 'atellite 8ranches in 5a:or&ities to facilitate
product training J iprove on 5ar#et 'hare.
R f
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References rstrong, L. J Gotler, . 244>7. 5ar#eting@ n introduction >th ed.7. Upper 'addle River, A@ earson
9ducation.
business concepts. 241%7.doestic ar#eting. vailable@ http@//www.bas#ool.co/business!concepts/ar#eting!and!strategy! ers/=2B3!doestic!ar#et.htl. (ast accessed 4= Aov 241%
businesscasestudy. 24137 international ar#et. vailable@ http@//businesscasestudies.co.u#/business!theory/ar#eting/international!ar#eting.htlSa
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*han# KHU