Marketing Management: Stp Analysis. Term Paper

Only available on StudyMode
  • Download(s) : 151
  • Published : April 18, 2012
Open Document
Text Preview
Jeyameera K Marketing Management Group Assignment

STP Analysis for Health&Fun – A new snack food product line by Health&Fun India Pvt Ltd

Study Report by MPEFB2 – Group 4

Ankur Allen Rahul Bansal Rohit Aggarwal Sameer Narula

May 10, 2008

Table of Contents Health&Fun – Product Overview and background .............................................. 3 Snack Foods – Indian Market and Competitive landscape .................................. 4 Snack Foods – Market & Customer Segmentation ............................................... 6 Indian Snack Foods Brands – Positioning map ..................................................... 7 Health&Fun – Proposed Marketing Mix................................................................ 9 Health&Fun – Revised Positioning Map .............................................................. 10

Health&Fun – Product Overview and background
Company Background Health&Fun Foods Pvt Ltd is a Mumbai based company with a product offering of packaged ready-to-eat snack foods. The company is a brainchild of Mrs. and Dr Sehat. Mrs. Sehat, before taking a break from her professional career to raise a family, was a product manager with a leading FMCG company and was responsible for managing the company‟s packaged food product line. Dr Sehat is a physician who runs a private practice and acts as a visiting doctor to some of the leading city hospitals. He was concerned about the increased number of patients coming to him with weight and cholesterol related problems and wanted to tackle the unhealthy eating patterns. Mrs. Sehat applied her fifteen years of industry experience in the packaged food business to the problem. The couple combined forces with an eminent city nutritionist and the result was Health&Fun - a snack food product line. The motto of Health&Fun is “an easy way to eat healthfully” The company was established in 2007 and is now ready with its manufacturing facility and product line. The company intends to launch its products by summer 2008. Product Health professionals advise eating 3 healthy meals and 3 small snacks through the day for optimal weight management by keeping up the metabolic rate. Health&Fun believes a gap currently exists in the market to fulfill the healthy, tasty and convenient snack food need. Health and Fun will fill this gap with snacks that o Have good nutrition values o Are packaged by serving size to prevent mindless eating o Have sweet and salted variants to fulfill whatever taste you crave at that particular snack time Key product features:  Health&Fun products are made of high quality ingredients comprising of whole grain cereals, pulses, vegetables, fruits and nuts. In future, Health&Fun plans to introduce an organic snack food product line too.  The products have a high glycemic index and low fat and sodium content. Products are fully free of trans-fat and are cholesterol free.  Product line includes: o Savory snacks viz. potato chips, corn & vegetable chips, crackers, nuts, whole grain/pulses based Indian namkeens. o Sweet snacks viz. cereal bars, fruit & nut bars, chocolate products.  Product line available in 2 types of packaging – o Single serving packs o Large sized family packs

Snack Foods – Indian Market and Competitive landscape
Snack Foods in India – Background Simply defined, a Snack is a small quantity of food, either savory or sweet, eaten inbetween meals or as a replacement of a meal. Snack foods could be available in a (packaged) ready-to-eat form or can be quickly prepared. The popular variety of snack foods generally comprises of chips, ready-to-eat savory mixes (namkeens), nuts, bakery & confectionary products etc. Historically, Indian cuisine has had a rich array of appetizers and snacks with staggering amount of variety due to India‟s regional diversity. Savory snacks have been part of the Indian food habits for ages and continue to dominate over the sweet variety. As such there‟s no particular time for snacks...
tracking img