The Market Penetration Strategy of Ghee
Product type: Ghee
Product name: Amrit shudh desi ghee
Assumed situations: 1. Product is differentiating itself from other competitors by introducing an 85% less cholesterol product. 2. There is a good investment done by the investing firm. We are not considering concern regarding financial budget for searching more possible avenues. 3. The product is in 4-5 different packages. Starting from a 250 gm pack costing near about Rs 150 it goes on to 500 gms, then 1 kg then 5 kgs then 10 kgs tin having the same relative cost. The packaging for small bottles of Ghee is done in white plastic containers and larger packs are of tin. 4. There are only two competitors with their respective USPs mentioned later. 5. Our product quality and price are at par with the other two competitors. 6. We are looking for pan India presence.
Situational analysis:
Internal analysis:
Assessment of the firm’s promotional organization and capabilities:
The firm is new to the market. So in Ansoff Matrix it comes to be EXISTING PRODUCT/ EXISTING MARKET ( well it would be in actual situation). Since its a new product segment of cholesterol free ghee it can be considered as NEW PRODUCT/ EXISTING MARKET ( in our assumed situation).We are working upon moderate and less risk situations. So the prime focus would be to pay more emphasis on the distribution and selling part. We have to strategize our distribution more effectively and again work upon sales activity.
Regarding investment the firm is capable of investing good amount of money for its product launch and marketing since its competing with Amul and Anik which are having a good market capture.
Review of the firm’s previous promotional programs:
This analysis does not apply here since Its a new firm and new product. But the promotional attempt by its competitor would be valid here. Till now ghee was promoted as unadulterated, tasty, aroma, texture basically as desi ghee, being close to the Indian people’s
Product name: Amrit shudh desi ghee
Assumed situations: 1. Product is differentiating itself from other competitors by introducing an 85% less cholesterol product. 2. There is a good investment done by the investing firm. We are not considering concern regarding financial budget for searching more possible avenues. 3. The product is in 4-5 different packages. Starting from a 250 gm pack costing near about Rs 150 it goes on to 500 gms, then 1 kg then 5 kgs then 10 kgs tin having the same relative cost. The packaging for small bottles of Ghee is done in white plastic containers and larger packs are of tin. 4. There are only two competitors with their respective USPs mentioned later. 5. Our product quality and price are at par with the other two competitors. 6. We are looking for pan India presence.
Situational analysis:
Internal analysis:
Assessment of the firm’s promotional organization and capabilities:
The firm is new to the market. So in Ansoff Matrix it comes to be EXISTING PRODUCT/ EXISTING MARKET ( well it would be in actual situation). Since its a new product segment of cholesterol free ghee it can be considered as NEW PRODUCT/ EXISTING MARKET ( in our assumed situation).We are working upon moderate and less risk situations. So the prime focus would be to pay more emphasis on the distribution and selling part. We have to strategize our distribution more effectively and again work upon sales activity.
Regarding investment the firm is capable of investing good amount of money for its product launch and marketing since its competing with Amul and Anik which are having a good market capture.
Review of the firm’s previous promotional programs:
This analysis does not apply here since Its a new firm and new product. But the promotional attempt by its competitor would be valid here. Till now ghee was promoted as unadulterated, tasty, aroma, texture basically as desi ghee, being close to the Indian people’s