Marketing Management: Stp Analysis. Term Paper

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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

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