Marketing Assignment Study Group 9

ROTIMATIC

ROTIMATIC
Marketing Assignment
AMULYA REDDY- 150202410
KAUSHIK-15020241055
GEORGE-15020241048
KOMAL SINGH-15020241059
KULDEEP 15020241062
KEWAL-15020241057

Product Introduction
Load it once
Customize your Roti the way you want it
Works with different wheat flour brands
Easy to clean
Makes dough balls in small size for Pooris
Can add vegetables for Parathas

Product Development Strategy

New Product/New Market Growth Strategy is Product Development
Strategy
Marketing
Mix

Market
Analysis

SWOT
Analysis

STP

Competitive
Dynamics

Product Development Strategy Market

Analysis
1. Which market? What is the need of respective market?
2. Will it satisfy the need of the targeted end users?
3. What are the markets frustrations of available similar
products? How my product is better and superior to other
products in the market?

MARKET ANALYSIS

MARKET STRUCTURE

Pricing strategy-Penetrative pricing & price discrimination could be the

potential price strategies

Branding-Expectation from products & services should be always kept high

and should work constantly towards fulfilling those. Activist brand and Nation
brand.

Product differentiation-Fully automatic machine. No need to mix the dough

using hands. Completely hands free.

Market penetration-Aggressive marketing strategy and distribution strategy.

MARKET POSITION

Rotimatic is supposed to capture the largest market share in the market due to its
innovativeness. Hence it will be the market leader in all segments introduced.

Some strategies are to be followed like covering the market globally and locally,
expanding smartly, controlling costs, Implementing good marketing plans, be
informed about competitors, Talent acquisition and customer focus. This should be
done to keep competitors at bay.

Product should gradually shift focus from physical to virtual market.

MARKETING OBJECTIVES

Creation of Logo

Brand messaging

Integrating the brand

Tagline

Templates and brand standards for marketing materials

Be true to the brand

Be consistent

SMART

MARKET SEGMENT

Mass market should be targeted as roti is staple food.

A rural indian consumes 4.3 kg of wheat everyday.

It should focus on high sales and low prices.

Shotgun approach should be used.

There are so many benefits associated with mass marketing like wide
audience, less risk, low production cost per unit, low advertising cost, high
sales volume.

Promotion

Advertising channel will be a mix of ATL and BTL i.e. (newspapers,

magazines, television, outdoor advertising ,leaflets)

Live demo using stalls

Using door to door sales to provide awareness to the consumers about the
product and advantages of using the product

Online advertising

Providing promotional discounts and giving incentives to dealers and

customers

Place

All departmental stores, supermarkets, malls.

Tie ups with Supermarkets

Online tie ups with ecommerce industries

Product

Increasing the productivity of millions of men and women around the world
who still make flatbreads by hand

Rotimatics cutting edge robotic technology takes user convenience in the

kitchen around a conscious, healthy nutrition to new levels

People

Mainly meant for the working class who do not have the time at their
disposal.

Provide after sale go to door service so that the customers do not have the
hassle if any issue come with the product.

With Rotimatic, we hope people will eat healthier and live better.

STRENGHTS
One touch for rotis and wraps
One round and puffed roti a minute
Fiber Rich
Simple to clean

WEAKNESS

Expensive

High electricity consumption

Too much dependability on capital intensive

Technology.

Heavy device and will take a lot of space

OPPORTUNITY

Tap the industrial sector

Meeting increased demand

Also makes doughballs and poori sized flour discs

THREATS

Counterfeiting(first-mover disadvantage)

Cheap Substitutes Available

Tough to penetrate in the Indian Market rapidly

Orthodox Mentality

Distribution Channels

Short-Term

Manufacturer--- Distributor----Retailer

Long-Term

E-Retailing

(Depending on demand, we will go for backward integration)

Market and Competitive Dynamics

Factors that effect a market
From the theory of economics they would be supply, demand, price, quantity, and other
specific terms.
From a business standpoint, market dynamics are the factors that effect the business model
which involves the applying party
For a prudent business, market dynamics are included in the market analysis of their business
plan.
Effect the business so much that it would be neglectful to exclude them.
Play an important role in the marketing plan of a business, though they may also play an
important role in other areas such as cost of goods sold, distribution, logistics, and more.
Consumer spending rate
Retail growth
Growth of the automated products(home) industry

TheDynamicModel of Competition
The dynamic model of the strategy process is a way of understanding how strategic actions occur.
It recognizes thatstrategicplanningis dynamic; that is, strategy-making involves a complex
pattern of actions and reactions. It is partially planned and partially unplanned. Competitive
dynamics thus looks at how competitive firms act and react.
In marketing andstrategic management, competitor analysis is an assessment of the strengths and
weaknesses of current and potential competitors.
Provides both an offensive and defensive strategic context in order to identify opportunities and
threats. Competitor profiling coalesces all of the relevant sources of competitor analysis into one
framework to support efficient and effective strategy formulation, implementation, monitoring,
and adjustment.

TYPES OF SEGMENTATION
Geographic

Demographic

We are launching Rotimaker across India. It will

be covering urban areas,
starting with the metro
cities.
Target area- Urban
regions.

Demographically, Roti-maker is
targeted people all across major
cities because it eases the way
roti is made.
Gender- Both.

Age- 21+

Expensive- Affordable.

Income- Middle class and highclass.

TYPES OF SEGMENTATION
Psychographic

Psychographic segmentation
is dividing the market
according to social status,
life style and personality.
Hence, Roti-maker has
targeted the working-people
as well as families.

TARGET

Working couples.

Urban families.

POSITIONING

Load it once, eat whenever.

On the go

ONE BIG EVERYDAY TASK IS SORTED

Quick

THANK YOU