Beruflich Dokumente
Kultur Dokumente
SUBMITTED BY:
Group
No. 4
Section- DE1
Rohit Goel (2012255)
Roshni Chabbra (2012259)
Sagar Panchal (2012262)
Sakshi Nagar (2012266)
Saurabh Shrivastava (2012281)
Saurabh Singhal (2012282)
INTRODUCTION
In 1963 as a convenient package food company
Founders - H.Z. Gilani and A.K.Tejani.
Pioneering the ready-to-cook concept.
Now manufactures a whole range of Indian snacks
developed and perfected by rigorous in-house R&D.
45% of total revenue from exports.
HISTORY
Gits has been venturing into packaged food market since the past 5
decades
DECADE 1
- market with dehydrated soup
mixes and further on to popular
food mixes such as Idli, Dosa,
GulabJamun.
DECADE 3
-concentration on branding
-Rigorous advertisement on
the premium Indian
channels
-Depots were established
across India
DECADE 2
- 10 more traditional Indian
foods
-changed its packaging to
printed cartons from pouches
and cans
-focused on exporting
DECADE 4
-extension to dairy
products
-State-of-The-Art Alfa
Laval Dairy plant was set
up
-product innovation
-Packaged pure ghee
made up of cow milk
DECADE 5
-set up retorts manufacturing plant to
Ready To Eat food line
-Expansion of Gits Plants
-export network spread to 35 countries
EXISTING BRAND
STRATEGIES
Brand Personality THE TRADITIONAL & HEALTHY
Ready to cook targets modern housewives & their
young daughter
Ready to eat targets working class women & men
USP 3 easy steps
COMMUNICATION
STRATEGIES
Television Commercials
Ready to cook (Old Ads)
COMMUNICATION STRATEGIES
(Cont.)
Ready to cook (New Ads)
COMMUNICATION STRATEGIES
(Cont.)
Digital Media
COMMUNICATION STRATEGIES
(Cont.)
Public Relations
COMMUNICATION STRATEGIES
(Cont.)
Public Relations
NEW S.T.P.
SEGMENTATION
1. The indulgent homemaker
2. The traditional homemaker
TARGETING
Global Indians/NRIs
Migrant working population
Urban lifestyle
Choosy and old people
Price conscious people
Busy and young people
POSITIONING
Traditional taste and high
quality
Lesser priced
Visibility
Attractive packaging
Product Improvement
Investment on R&D
combo meals
Distribution Strategy
Reasons of Failure
Took market share for granted
Lack of dealer network
Lesser margins to retailers
Lack of dealer incentive programs
Negligible shelf space in departmental store
Competitors entered: MTR, Kohinoor, Haldirams
Tie ups with retail chains not utilized well
minimal presence in online food stores
only 3 products of GITS are in demand
RELAUNCH STRATEGY
LAUNCH PHASE
Launch of date New Gits on 1 st December, 2013, in sync with Golden Jubilee
celebration.
Buzz creation- TVC, Print Media, Online Propagation.
Posters at retail outlets saying Change is coming.
Competitions at malls with high foot fall.
Free sampling and try outs
MTR DOSA
MIX(200 g)
Price: Rs. 34.00
AASHIRWAD INSTANT
RICE DOSA(200 g)
Price: 32.00
MIX
AASHIRWAD INSTANT
MIXGULAB JAMUN(200 g)
Price: Rs. 60.00
AASHIRWAD INSTANT
RICE IDILI(200 g)
Price: 29.00
AASHIRWAD
INSTANT
YELLOW DAL TADKA
(300 g)
Price: Rs. 50.00
MTR Palakpaneer
(300 g)
Price: Rs 65
AASHIRWAD INSTANT
PALAK PANEER(300 g)
Price:
Rs.
60.00
MIX
PRICING STRATEGY
In order to survive in market GITS need to adopt profit
oriented as well as sales oriented strategy.
The schemes it can adopt are:
Freemium
Decoy pricing
QUESTIONAIRE
FINDINGS
Category of respondents
Age group
Frequency of use
24
19
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