ITC’s “ Convenience Food Market”

Presented By:

Sumit

Pranjal

sanyog

Vimalesh

Akanksha

Rohit saxena

ITC Ltd. entered the convenience food market in India in 2003.

It introduced its convenience food products under two brand names,

'Kitchens of India' and 'Aashirvad', for the upmarket and middle-class

segment respectively.

The caselet titled 'ITC's Foray into Convenience Food Market'

examines ITC's launch and pricing strategy for these products in the

country.

The caselet also gives an overview of the processed food industry in

India.

ITC's use of retorting technology to ensure a long shelf life for their

processed food products is also touched upon.

Abstract 

The emergence of the convenience food industry in IndiaMarket segmentation for convenience food Use of technology to ensure long shelf life for convenience food products

ITC was a dominant player in its traditional businesses of cigarettes, hotels, paperboards, packaging and agri-exports.

ITC ventured into the branded and packaged foods business with the launch of the 'Kitchens of India' (KOI) brand in August 2001 and the 'Aashirvaad' brand in 2002.

By entering the food business, ITC aimed at leveraging on its proven strength in the hospitality industry, packaging, and sourcing of agricultural products...

Issues:

ITC was a dominant player in its traditional business of cigarettes, hotels, paperboards, packaging and agri-export.

ITC ventured into the branded and packaged foods business with the launch of the ‘kitchens of India’ (KOI) brand in august 2001 and ‘Aashirvaad’ brand in 2002.

INTRODUCTION

In June 2003 ,ITC entered the convenience food market , launching ready- to-meal(RTEM), under the ‘kitchens of India’ brand name.

The USP of these product is that absolutely no preservatives have been added, but the self- life of these food is close to a year.

CONT…..

Geographic – Urban Area

Demographic- Age: 25+, upper class, Tourists, NRIs, Time pressed family

Psychographic – Lifestyle

-Personality: Extroverts, low dogmatism

Behavioral

-Benefit: Less time consume

-User rate: Medium users

SEGMENTATION OF KOI

Geographic – Urban Area

Demographic- Age: 25+, upper class, meddle class, Time pressed family

Psychographic – Lifestyle

-Personality: Extroverts, low dogmatism

Behavioral

-Benefit: Less time consume

-User rate: High users

SEGMENTATION OF AASHIRVAAD

Positive Motivation: Ready –to-eat meals, ‘Quick to heat, Delight to eat’

Rational Motives: Benefit to saving time

MOTIVATION & GOAL

TRAIT THEORY

Innovativeness: High

Dogmatism: Low

Social Character: Inner directed

Need for cognition : High NC

Optimum Stimulation Level : High

PERSONALITY

LOGO:The logo of the brand has a wooden plank with Kitchens of India

written on it in a stylized font Stylized India map in black and golden borders  in the corner of the

plank, it has also got Kitchens of India written on it. These elements together give a royal , exclusive and warm feeling to

the brand. The main reason behind this may be that the product was initially

developed keeping in mind the export markets, where evoking India and royalty centric emotions would have been necessary. 

Analysing Positioning Strategy

COLOUR – Mainly light golden colour is used to give a royal Indian feel to the

brand.

IMAGES – The images used are very high quality images of Tasty food in

precious/exquisite looking utensils.

GRAPHICS – The graphics used are those which can be described as traditional

Indian art used for crafting sides and borders, usually found in Indian palaces and forts. This is also done to provide an India centric identity.

Cont.

FONTS –

Stylised fonts which add to the India centric appeal. Moreover they also evoke association with ITC.

PACKAGING

The outer packaging has been done In good quality hard paper to

preserve that “authentic” touch prominent with the brand.

Cont..

NAMES

The names of the dishes have also been wisely chosen to reflect the

positioning which is “Authentic ,Tasty Indian Cuisines” .

Names are also chosen to reflect the association with ITC’s restaurants like

Bukhara Dumpukht etc. in its welcome group hotels.

ADVERTISEMENT 

The advertisements reflect the positioning well while sending strong visual

stimuli to stimulate the senses and create favourable perception.

The brand has come out with a range of classical music albums to appeal to

consumers hearing tastes

Cont.

Perceptual map Easy to use

Hard to use

Staples(Atta &salt)

High price Low price

Multi-purpose cooking paste

Ready to eat food(masala)

THANK

YOU