Interrobang

2017

Team: Unagi

Faculty of Management Studies

Team Members
Amol Deorukhakar amol.d18@fms.edu 8097250652
Dhruv Bindal Dhruv.b18@fms.edu
Neha Singhal Neha.s18@fms.edu 9811372592
Saransh Garg Saransh.g18@fms.edu
Contents
Executive Summary....................................................................................................................................... 3
Our Objectives .............................................................................................................................................. 4
Market Potential of sugar release control Atta ............................................................................................ 4
Why Atta failed in market ............................................................................................................................. 5
Primary Research Insights ......................................................................................................................... 5
Secondary Research Facts......................................................................................................................... 5
Additional Plausible Hypothesis................................................................................................................ 6
Conclusion ................................................................................................................................................. 6
Changes in marketing strategy and its implementation ............................................................................... 6
Target Group ............................................................................................................................................. 6
Communication Plan ................................................................................................................................. 9
Message ................................................................................................................................................ 9
Channels ................................................................................................................................................ 9
Role of influencers ................................................................................................................................ 9
Expenditure redistribution .................................................................................................................... 7
Revised marketing Plan................................................................................................................................. 8
Portfolio Growth Opportunities .................................................................................................................... 9
Supply chain innovation ............................................................................................................................ 9
Executive Summary
The case talks about the challenge in meeting the sales target for Aashirwad Sugar Release
Control Atta, a newly introduced variant in the rapidly growing branded atta category with
major emphasis on: target audience, communication strategy, addressing barriers to adoption
and suggesting product and brand extensions to aid brand growth.

The first step was to size the market to understand achievability of objectives. Primary Research
to identify buying and usage behavior for Atta was conducted amongst potential and existing
customers.

Then, research reports on FMCG trends and consumer behavior in the past decade were
studied to identify barriers to adoption as well as derive consumer insights. Through building a
story around the life of an average target, we undertook a need gap analysis and understood
the current issues with:

Redefining Target Groups

Assessing Communication Channels
Understanding Message conveyed presently
The current conversation with influencers

All of the above were redefined to inculcate market and consumer insights.

For the final leg, we undertook an analysis of food and healthcare trends to suggest more
products to add to the current portfolio.
Our Objectives
Aashirvaads sugar release control Atta significantly underperformed (66% of targeted sales)
within first year of its launch. Despite of Aashirvaads strong brand name, ITCs deep supply
chain reach and regular level of marketing expenditure the product failed sustain expected
sales targets. Our ultimate objective is increase the sale of Aashirvaad sugar release control
Atta, but to do so, we are dividing our objectives of analysis in four parts which also cover the 7
specific questions mentioned in the case:
1) Estimate the market potential of this product?
2) Understand why the product failed to reach expected sales target?
3) What changes are required in our marketing strategy and its implementation?
4) Most attractive medium term growth opportunities for Aashirvaad?

Market Potential of sugar release control Atta

We felt strong need to understand the market potential because of two prime reasons: i)
Understand the scale of targeted sales with respect to the underlying potential ii) Size the
market for such Atta so as to provide an accurate target number while laying down plans for
Aashirvaad category extension.
When the case states that ITC is unlikely to reach even 4000 tonnes of sales this year whereas
as the target was 6000 tonns; the first question is how difficult it is to sell 6000 tonnes. Based
on our primary research we took an annual atta consumption per family to be 80 kg/family.
Basis this consumption assumption we can say ITC needs to convert 75000 families from regular
atta to sugar free atta to achieve its sales target. Such complete shift in atta choice is highly
unlikely but the number clearly highlights that original sales target was pretty moderate. Before
we go on to analyze why we couldnt reach these numbers we first thought of estimating the
overall market potential of this product so as to align our analysis and suggestions to
appropriate scale.
Market Sizing of Sugar release Atta
A. Diabetes patients in India 70 million
B. Patients in middle class and above segment 40%
C. Total Market (A*B) 28 million
D. Total potential target families (Assuming 1 patient/family) 28 million
E. Rate of Adoption 20%
F. Relevant Market Size (D*E) 5.6 million
G. Average consumption per family (atta as staple for family of 5) 80 kg
H. Total Market Size (F*G) 4.48 lakh tons
Market size under optimistic/pessimistic assumptions. Use information to restate the scale of
opportunity and highlight the fact that Atta failed to tap into this. Lay down a platform to understand
why it failed?

Why Atta failed in market

Primary Research Insights
Highlight limited reach achieved by marketing campaign. Stress limited awareness.
We felt a strong need to understand whether the Atta penetrated the market enough in terms
of awareness and got rejected or failed to create enough awareness itself. To understand the
ground reality more accurately we talked to about 100 families. These included families across
5 different states and spanning over wide income range. Even though extrapolation of
consumer insights obtained within such a small sample is subject to significant errors, data
indicated some interesting aspects about this atta and related marketing activities.
Only 20% of families were aware of such product in market. Only 37% families had diabetic
patients at home, others were asked to answer questions assuming if they had one.
Secondary Research Facts
Concerns/reviews around taste, effectiveness etc.
Additional Plausible Hypothesis
Selective acceptability within family, degree of ignorance/indifference
Use these points to highlight most likely reasons behind low conservation rate
Conclusion
Summarize the whole discussion in brief and highlight key loopholes in existing marketing
strategy

Changes in marketing strategy and its implementation

Meet SomeOne!
While SomeOne could be any of these people on the left, he/she has the following
characteristics:
1. 1. Economic Status: Middle class or above
2. 2. Health issues: Diabetes
3. 3. Age: 35+ (90% times, the onset for diabetes is after 35)

Lets know SomeOne a bit better

Who cares about SomeOne? Who does SomeOne actively seek advice from?

1. Spouse 1. Peer Group (Offline/Online)

2. Children 2. Doctors
3. Friends 3. Trusted Blogs/Websites

Who/ What influences the lifestyle choices and product decisions of SomeOne?
 1. Spouses are concerned about health of their partners and actively
seek healthier alternatives.
Role of Influencers
2. Children, especially adult children
3. due to the burgeoning use of digital and social media, act as
influencers for pushing to switch to health led products.
4. Friends act as influencers leading to word of mouth marketing.

It is important for the brand to build conversations with these

influencers by altering the content as well channels of communication.

Insights from the life of SomeOne:

Target Market Need to broaden the target group to 35+ NCCS A
Target Audience Market to key influencers: Adult kids, Spouses, Doctors, Peer Group
Message The message should focus on showing value (GI score) and convenience
(taste, availability) in building an active, healthy lifestyle
Marketing Channels We need more targeted marketing: Facebook, Blogs, targeted BTL
activations etc.

Targeted Influencers: Younger Generation (16-35)

1. Have a say in the matters of the house

2. Well informed of the current dietary needs
3. Understand the benefits of eating healthy food and having an active lifestyle
4. Believe that diabetes can be controlled

Insight: My father has diabetes and has trouble controlling his blood sugar levels. I wish there
was a way by which he could control it without compromising on his diet in terms of nutrition
and taste.
Channels: Social Media channels such as Facebook, Instagram, Snapchat and Twitter

Expenditure Optimization

Reduce TVC, Non-targeted BTL, mass

marketing because it isnt creating a strong
drive to purchase.
Increase Trials, Doctors etc. everything
thats concentrated towards conversion
Ab Atta bhi Sugar Free
1 Kg packs can be given either free or for a significant discount
along with artificial sweeteners. Straight connect with the target
market

GI Value calculators can be used on social media to directly show

comparisons of the GI Value in a regular chapatti Vs Aashirvad
V/S
Sugar Control Chapatti

Food stalls could be set up in Corporate parks, busy malls etc and
people can be served free food made from Aashirwad Sugar
Control Atta. Their feedback on taste can be recorded along with
reactions on low GI. These videos can be uploaded on Social
Media to create a buzz and generate awareness. (Dove Real
Beauty does this beautifully)

Reduce TVC, Non-targeted BTL, mass marketing

Increase Trials, Doctors etc. everything thats concentrated towards conversion

Revised marketing Plan

Target Group
Are we targeting right customer segment? No
Explain why target group should be younger
Communication Plan

Message
Do we need to change the message? Yes
Channels
Do we need to change the channels? Yes
Role of influencers

Portfolio Growth Opportunities

Supply chain innovation