The Sophists

Sr.No 1
2

Participant Name Varun G Maldakal

Vijay Singh Bhadoria

E-Mail ID rajvarun88@gmail.com
Bhadoria.vijay17@gmail.com

Phone No 8420924494
8442829520

Product Portfolio PlanLovely Bytes Private Ltd

Health Kids Adult Snacking & Munching

Delight

On The Move

Fondness

Freshly Baked

Cream Delight

DryFruit Masti

Creamy Fills

Milk Delight

Glucose Delight

Marie Delight Oats Delight

Kesar Pista Namkini Cheesy Bites 1-2-ka-4 Fruit Biscuits Choco Cashew

Orange Chocolate Pineapple

Chocolate

Strawberry

Blueberry

Orange Glucose

Mango Glucose

Fibre Delight

Butterscotch
Elaichi

Description of new Products

Glucose Adult Nutrition Two new variants-Orange & Mango Flavored to entertain kids Two new variants in this category based on Oats & Fiber catering to health conscious adults Cheese based namkeen(salted) biscuits which can be consumed on the go or with tea/coffee 1-2-ka-4 will offer the consumers an assorted packet of biscuits containing a blend of sweet, salted, chilly, and jeera biscuits making it a perfect snacking partner Two more variants-Butter scotch and elaichi(cardamom) to serve the contemporary appetite Freshly Baked To surprise every taste bud Delight will introduce this category to tap every individual with an appetite for Yummy & Tasty bakery biscuits 3 variants- Kesar Pista, Fruit Biscuits, and Choco-Cashew To celebrate the fondness for dry fruits a pack of cookies containing kaju , badam, and pista For a mesmerizing experience this category will provide pure cream fills in the most loved flavors Chocolate, Strawberry, and Blueberry

Dryfruit Masti

Snacking & Munching

Creamy Fills

Cream Delight

Brand Elements
To revive the brand and capture the minds of consumers across the target segment(kids to adult)

Descriptive for umbrella brand Delight Suggestive for products Dryfruit masti , 1-2-ka-4

Name Logo Brand Elements TagLine

Strategic Launch
The product will be launched before the festive season of Diwali & Eid. It will be made available in gift packs containing an assortment of best of the cookies to leverage upon the target audiences shopping spree during the season

Jingle

Mascot
Theme
Initiatives
Dedicated shelf will be maintained at the retail outlets to increase the visibility and also create a premium brand image

Happiness will be the theme for every communication from the company for any product Even in packaging this will be given consideration

Pricing Strategy
Low margin High Volume

MarginVolume Tradeoff

High Margin Low Volume

Glucose

Cream

Milk

Marie

Freshly Baked

Creamy Fills

Dry fruit Masti

Priced at below Rs.100 a kg are in the economy segment Priced at Rs.100-150 per kg are in the middle segment Priced at Rs.125-150 per kg fall in the premium category Priced above Rs.150 a kg are in the super-premium segment Based on these industry figures,
Cream delight should be priced at Rs.6 for 60gm and Rs.9 for 90gm Marie delight should be priced at Rs.13 for 130gm Glucose Delight should be priced at Rs.5 for 45gm, Rs.7 for 65gm and Rs.14 for 135gm Milk Delight should be priced at Rs.5 for 45gm, Rs.7 for 65gm

Freshly Baked should be priced at Rs.20 per 100gm Creamy fills should be priced at Rs.18 per 100gm Dry fruit masti should be priced at Rs.15 per 100gm

Elaborate Distribution Plan

Stockist will majorly cater to the distribution centers which are setup specifically for rural markets-both direct and indirect

Distribution Network for the Expansion of LBPL to cater Tier 1,2, & 3 markets
Location for warehouses across India have been strategically chosen in tier 1 & tier 2 cities so as to cater to the wholesalers and distribution center Mumbai(Maharashtra) Kolkata(West Bengal) Nagpur(Maharashtra) Jaipur(Rajasthan) For transport optimization each warehouse will Chandigarh(Punjab) supply materials to centers within 600km radius Lucknow(U.P) so as to reap maximum benefits from Bangalore(Karnataka)

Warehouse
http://www.britannia.co.in/Analyst_ Presentation_21_02_11.pdf

GST(Goods and Service Tax) Implementation in coming years

Communication Channel
Radio Slots
Radio
Frequent ads in FM at peak radio traffic hours Ads in AM to cater to the rural market

Timings 7.00am-8.00am 10.00pm-7.00am

Rate/10sec Rs.5000

Prime Time Other Slots

Super Prime Time 8.00am-11.00am

Rs.7000-Rs.8000
Rs.4000

TV
Creative commercials which are family oriented and propose value Brand endorsement by a popular figure

When an important campaign is to be launched, it is better if one or two popular radio stations are chosen by striking a deal for high frequency. By adopting this strategy you can reach approximately 93% of the radio audience
11655 16321 18523 5274 6050 8740 13583

Web
Launch of a standalone website Product promotion on social media websites

16674

NON Conventional
Intensive enquiry about Delight products at retail outlets by LBPL sales force will induce the retailers in purchasing the products

CONVENTIONAL
Brand visibility can be increased by setting up kiosks at railways stations and other high density places. Advertisement through eye catchy hoardings can be another option

Kolkata Delhi Bangalore Cost of customer acquisition per day Legend Expenditure on radio ads=4*[2*5000+4(7000)+2*4000]=Rs.184k 4 cities broadcasting 2 ads @ primetime,3 ads @ FM penetration Total population super prime time and 2 ads @ other time Total FM penetration in the 4 Population in 000 cities=11655k+16321k+5274k+8740k=41990k People listening to radio = 0.93(41990k)=39050.7k Assuming that 10% of the radio listening population buys=3905070 Cost spent on acquiring a customer is 4.7 paise approx Mumbai
http://business.outlookindia.com/printarticle.aspx?266389 http://www.tamindia.com/tamindia/Images/RAM_Baseline_Study_Universe_Update_2011.pdf