The Marketing of Surya Atta
Surya Food Products (SFP) Limited is a firm dealing with food, food processing and grain trade. SFP decided to set-up a roller flour mill with the intention of selling branded whole wheat flour. I (Mr. Vinod Jain) was specifically recruited in November, 1994 to prepare a comprehensive plan for marketing Surya Atta to be launched on first week of February 1995. SFP total investment on assets was about Rs.69.00 lakhs, financed on 1:2 debt-equity ratio. Further, I was given with the following objectives. To achieve monthly sales of 720 MT during 1995-96, monthly sales of 1800 MT by end of 1996 and establish ‘Surya Atta’ a valuable product I was also requested to identify markets, promotion, packaging and final pricing for the product. Target Market:
I choose Madhya Pradesh to be the first target market. Market share of two national brands Captain Cook and Trupti is negligible in this state when compared to other states like Uttar Pradesh, Rajasthan and Maharashtra. Hence, our product can reach to wider audience in this state including the higher income group. Further, Surya Food Products have already established its brand in Madhya Pradesh from grain business which is growing at a rate of 10%. Since we already have a market here, I recommend establishing our base before entering other markets. From the available data there would be approximately 132 lakhs households in Madhya Pradesh and the target audience will be around 50 lakhs households by excluding the lower income class with less than Rs.2000 per month. Positioning:
I suggest highlighting the nutrition value and the value for money for our product. In order to educate the customer about the benefits of Whole Wheat Atta I recommend creating a comparison chart depicting the key nutrients along with the health benefits and printing the same on the package. The Product:
Initial launch of this product will...
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