market for cereals
DESCRIPTION
This is aTRANSCRIPT
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Case Analysis of cereals as a viable food product in India.
Presented by- Anshuman Dutta Fathima A Ravi Anepu Ravi Chouhan Sahil Kolhe
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• Energy foods is a company manufacturing a range of ready- to- cook and eat and instant foods.
• They added healthee cereals to their portfolio.
• Positioned it in the convenience slot within breakfast foods.
• Light, nutritious and healthy.
Introduction
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• Couldn’t gel with the Indian eating habits.
• Positioning the cereal flakes in breakfast, replacing traditional cereal breakfast.
• Number of consumers were as expected, but not the volumes consumed.
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• Customer perception The typical Indian eating habits. Low per capita consumption of cereals.
• Proper positioning of the product The “When” Issue
Problem and its analysis
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SWOT Analysis
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Strengths• A range of ready to cook and eat foods.
• Convenience.
• Good for senior population.
• Nutritional.
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Weakness• Being bought but as often as expected.
• Not a core breakfast meal.
• Not freely mobile.
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Opportunities• Demand for Healthy food.
• Innovate by showing the chef that this product is an add on to health.
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Threats• Difficult to change eating habits of Indians.
• Competition.
• Time as limiting factor.
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Solution• When, how, how else.
• Sensitizing consumers on the benefits of the new product.
• Positioning in the market with emphasis on nutritional value.
• Product reinvention.
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• Customizing the product according to the tastes and interests of the consumer.
• Capturing the market share.
• Product Rejuvenated.
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Conclusion• Price affordability must be maintained,
preferably lowest price in the market.
• Offer value for money and must provide an alternative way to achieve health satisfaction.
• Offer more healthy nutrients in its products.
• A thorough research of viability of the product in the market must be done.
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Customers play an important role for the company to create a strategic technique in launching a new product and the behavior of the customer has a significant role in making the product recognized.