soup- the rasam
TRANSCRIPT
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RASAM The Soup
Presented By:
Avinash Chauhan
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RASAM The SoupSlogan- Stay well with Rasam
Type of soup- Hot & Chilled Fresh soup
Varieties- Mixed Vegetable, Tomato & Basiland Chicken.
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Category wise market analysis of UK soup
Type of Soup 2004 (m) 2006 (m) 2008 (m)
Ambient wet 249 260 275
Dried 87 81 76
Chilled Fresh 77 94 111
Total 413 435 462
Type Increase
Ambient Wet 4%
Chilled 7%
Dried -1%
Source; Retail World, 2009
In 2008, sales of soups
continued to increase
being positioned as an
easy and quick mealoption
Chilled soup achieved
the strongest growth inthe market by 7% to
reach 111m
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Competitor analysis
Brand 2004 (m) 2006(m) 2008(m)
New Covent Garden 33 43 55
Duchy Originals - 1 3
Simply Organic - 2 3
Heinz - - 1
Baxters 4 6 1
Others 2 3 3
Own Label 38 39 45
Total 77 94 111
Chilled soup manufacturers brand shares,2003-07
Source; Mintel, 2008
The introduction of fresh
soup from Heinz brand
undercuts New Covent
Gardens standard price
of around 2.00 by 70p.
Tesco used the strategy
of targeting the health-
conscious consumers with
the offer of fresh soup
under its Healthy Living
and Light Choice
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Price ranges
Brand Vegetable Tomato & Basil Chicken
New Covent Garden 1.59 - 2.19 1.29 - 2.10 2.19 - 2.49
Tesco & Sainsbury 1.19 -1.89 1.10 - 1.85 2.29 - 2.49
Waitrose 1.99 - 2.19 1.85- 2.30 2.19 - 2.99
Rasam 1.85 - 2.49 1.30 - 1.90 1.99 - 2 .80
Competitors price analysis (Source:www.mysupermarket.co.uk)
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Strategy for Market Entry
Joint Venture.
Product Consumer product
Target Distribution
Price Competitive pricing
Packaging and Promotion
Customer Management
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Product positioning:The soup will be positioned as,
Healthy option
Less salt
Less fat
No artificial ingredients
Use of fresh British ingredients
Beat the busy life
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Promotion:Pull strategy : To distribute 60,000 free samples of
(250g) among the potential customers during key
launch period.
Push strategy :To encourage the retailers
Lucrative sales commission during the sales
promotion weeks.
Incentive on sale.
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Media planning: Below the line Offers given by competitors
New Covent Garden: 2 for 3.00 and even 3 for 4
Tesco Healthy Living Soup 4 for 2, save 24p
Heinz Cream of Chicken 2 for 3.00, save 1.72
Sainsburys Winter Warmer Vegetable save 33% was 1.49, now 99p.
Marks & Spencer chilled soup buy one get second half price.
Master food promotion plan
Save 20% offer (for 1st 3 weeks)
Save 10% offer (for 3 more weeks)
10 Free great Holiday packages for two to encourage the customers
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Media planning: above the lineTV: Targeting the female consumers. Special emphasis has been given on
the Christmas and Easter season
Newspaper: full page colour advertisements in most read news papers.
Magazine: Hello and Sainsburys magazines were selected. Hello is
specially for female while Sainsburys magazine has more no. of
circulations.
Underground: Three million passengers travelling through the network
every day, Tube advertising is a very effective way of getting a message to
our audience.
National Rail: Ten major National Rail network Land Marks across the
country have been selected for the campaign .
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Tariffs, regulations and customs
If you are shipping any goods to Europe, you should obtain a written
customs duty ruling, known as Binding Tariff Information (BTI).
Getting a BTI is free and will prevent any conflict over customs or
excise duty. A BTI is valid for six years.
Common Customs Tariff (CCT) is applicable to goods from non-EU
countries
Generally there is no Value Added Tax (VAT) on food.
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LegislationEU and UK legislation covers almost every aspect of food production and sale including:
ingredients
label design and content
jar or pack size
additives
need for a UK or EU address
product descriptions and names
products of animal origin
products regarded as 'gluten free' or low gluten'
novel foods
packaging materials
claims made for the product
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All food products produced or imported into the UK must comply
with the basic legal requirements of the relevant EU legislation with
regards to composition, additives, labelling, packaging and waste.
The manufacture, import and selling of food for humans is highly
regulated in the UK
The Food Standards Agency is the UK Government department in
charge of standards, regulations, quality, health and consumer
protection.
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THANK
YOU