Description
This is a ppt explaining Indian Cheese market(milk products).It covers brands like Amul, Britannia, lemnos, kraft.It also covers packaging and future strategy.
GROUP 1: CHEESE
THE INDIAN CHEESE MARKET
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Market Size: 7000 Tonnes / Annum Market growth 15% to 20% per annum Cheese consumption -an urban phenomenon(Urban Consumption of cheese over 60%) Processed Cheese and Cheese Spreads account for about 80% of total cheese consumption
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?
?
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Mostly consumed by children
MARKET SHARE OF BRANDS
Brand(s) Amul Britannia MilkMan Le Bon, Regional brands e.g. Mother Dairy, Vijaya Imported brands e.g. Kraft, Lemnos Estimated Share of Market (%) 60 25 10
5
RESEARCH CONDUCTED
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Hypercity Mall (Malad) Sahkari Bhandaar Grocery store
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?
HYPERCITY FINDINGS
BRAND PRODUCTS AVAILABLE SHELF REMARKS
Lemnos
Processed cheese – Cakes, cubes & slices.
Upper Shelf
Grabs Customer Attention. Different Packaging Style Grabs Customer Attention but caters to a limited audience
Kraft
Regular Garden Vegetable Cup Box; Regular Salmon Cup Box; Strawberry Cup Box; American (Singles) 16 slices; Swiss(Singles)
Middle Shelf
Hoffman’s
SouthWesternsipce; Hot Pepper cheese; Swiss on Rye cheese
Lower Shelf
Different Packaging styles for differentiating the brand.
SAHKARI BHANDAR FINDINGS
BRAND Amul PRODUCTS AVAILABLE Processed cheese – tins, cubes & slices. Amul lite Amul cheese spread Chheddar cheese Slimz Chezza Flavored cheese spread – asli pepper, classic, minty coriander, peppy cilantro, Mexican mirchi, masala herbs, sour cream n onion. Individually Wrapped Slices(IWS), Cubes , and Spreads SHELF REMARKS
First Shelf Grabs Customer Attention. Standard Packaging. First Shelf Grabs Customer And Last Attention. shelf Last shelf stores cheese spreads for easy reach for children.
Britannia
Mother Dairy
First Shelf Different Packaging styles for differentiating the brand.
BRANDS STUDIED National Brands
Amul ? Britannia
?
International Brands
Lemnos ? Kraft
?
AMUL
BRAND AMUL
STRATEGY: Value for money ? Amul chheddar – the top selling brand ? Quality product at competitive prices ? Strong distribution network ? Aggressive marketing - launch of Amul cheese boy ? World’s Biggest Vegetarian Cheese brand ? Competition from Britannia – a strong emerging player.
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CHEESE PRODUCTS BY AMUL
Cheese Product Description Maximum Retail Price 400g: Rs 86 1 kg: Rs 163 200g: Rs 32 400g: Rs120 200g: Rs 43
Amul Pasteurised Processed Cheese A cheddar cheese Amul Cheese Spreads (in three flavours) Amul Emmental Cheese Amul Pizza Mozzarella Cheese Gouda Cheese Combination of Cheddar and soft cheese. Specialty Swiss cheese which is sweet, dry and has a hazelnut aroma For use in pizzas Specialty Dutch cheese.Manufactured under a Swiss technical collaboration in the North Eastern Himalayan state of Sikkim. Individually packed single serve cheese cubes Indian cottage cheese For sandwiched and burgers Frozen pizzas
Amul chiplets Amul Malai Paneer Amul cheese slices Amul Pizza
200g: Rs 50 100g: Rs14200g: Rs 26 1kg: Rs 115 100g: Rs27 200g: Rs52 Rs 30
BRITANNIA
?Eat
healthy, think better!!
BRAND BRITANNIA MILKMAN
STRATEGY ? To add new flavours to get a greater connect with consumers. ? Innovative packaging styles to differentiate its brand. ? Lower pipeline stock, good distribution n/w, visibility. ? Skimming strategy employed (vis-à-vis domestic brands) – cheese prepared from cow’s milk – eat healthy think better ? Three pronged strategy of freshness, availability and shelf space. ? Positioning of spreads in the lower shelf to attract children
AMUL & BRITANNIA- PACKAGING SHELF SPACING
COMPARISON FOR TWO MAJOR DOMESTIC PLAYERS
AMUL BRITANNIA
Established brand with high market share
High Customer loyalty Differentiates itself by Aggressive Advertising.
Evolving Brand with low market share
Low Customer loyalty Differentiates itself by High quality packaging.
Biggest Player in Market
Trying to give competition to Amul by introducing cheese variants
Employs skimming policy
Employs penetrating price policy
LEMNOS
BRAND LEMNOS (Australia)
STRATEGY ? Premium priced ? Caters to a niche category of consumers ? Range of cheese products is large ? Positioning of the cheese at the upper shelf to attract consumers by having a direct eye contact ? Skimming strategy employed ? Capitalizes on the wide variety of cheese available
CHEESE PRODUCTS BY LEMNOS
Cheese Product Description Maximum Retail Price
Savoury Cheese bites Fruit and cheese bites Cracked Pepper cream Cheese Black Forest Fruit Cheese Organic Cheese Holoini Cyprus Style Cheese Fetta Cheese Cheese Slices
Six small packets Six small packets
120g: Rs 291
120g: Rs 291
One Round Cake One Round cake All Natural, Slim Free, For Vegetraian For Pan frying For Reduced Fat Red Fat
125g: Rs 291
200g: Rs 369
200g: Rs 337
180g: Rs 335
180g: Rs 290 250g: Rs 290
KRAFT
BRAND KRAFT (USA)
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Premium priced Caters to a niche category. Kraft foods looking to establish cow milk based Cheese in India. Skimming strategy employed. Standard Packaging
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?
?
?
CHEESE PRODUCTS BY KRAFT
Cheese Product Description Maximum Retail Price
Regular Garden Vegetable Cheese Regular Salmon Cheese Strawberry Cheese 1/3 Less Fat Strawberry Cheese
Cup Box Cup Box Cup Box Cup Box
226g: Rs 350
226g: Rs 375
226g: Rs 350
226g: Rs 350
American Singles Cheese
16 Slices
340g: Rs 395
Swiss Singles Cheese Fat Free Singles Cheese
16 Slices 16 Slices
340g: Rs 395
340g: Rs 425
INNOVATIVE PACKAGING TO GRAB ATTENTION
BCG PERSPECTIVE
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?
Br itta n ia
Am
?
Amul occupies a star position in the market with MS(60%) and MG(20%). Britannia is a emerging star (Question mark)with MS(25%) and MG(15%). Mothers/LeBon and Imported products are Question Marks in the market.
MarketShare MarketGrowth 70 60 50 40 30 20 10 0
Im po rte d /L e eB on Mo the rD air y ul
Percentage
FUTURE STRATEGY
AMUL It’s a Market Leader, So keep ploughing resources to maintain its position in the market. Must follow aggressive marketing strategy by using quantum of resources from revenues. BRITANNIA It is a Question Mark in terms of market share. Must focus on market development, buying dealer loyalties through discount structures and margins and changing product to suit needs of consumers.
FUTURE STRATEGY
Other Brands (Mother Dairy, LeBon, Imported etc.)
?
They occupy Question Mark matrix in the market in terms of market share as well as Market growth. They must focus on market development, buying dealer loyalties through discount structures and margins and changing product to suit the need of consumers.
?
FUTURE OF CHEESE MARKET
Factors that are likely to fuel rapid growth in demand for processed food are: ? Changing lifestyles and growth in disposable income ? Rising double-income families and proportion of women in the workforce ? Decreasing prices of processed foods, making them more affordable thereby accessing a much larger market ? Rapid growth in organised retail (> 20% p.a.) with a variety of retail formats being developed ? India recognized as one of the key future markets in Asia.
THANK YOU
doc_925269789.pptx
This is a ppt explaining Indian Cheese market(milk products).It covers brands like Amul, Britannia, lemnos, kraft.It also covers packaging and future strategy.
GROUP 1: CHEESE
THE INDIAN CHEESE MARKET
?
Market Size: 7000 Tonnes / Annum Market growth 15% to 20% per annum Cheese consumption -an urban phenomenon(Urban Consumption of cheese over 60%) Processed Cheese and Cheese Spreads account for about 80% of total cheese consumption
?
?
?
?
Mostly consumed by children
MARKET SHARE OF BRANDS
Brand(s) Amul Britannia MilkMan Le Bon, Regional brands e.g. Mother Dairy, Vijaya Imported brands e.g. Kraft, Lemnos Estimated Share of Market (%) 60 25 10
5
RESEARCH CONDUCTED
?
Hypercity Mall (Malad) Sahkari Bhandaar Grocery store
?
?
HYPERCITY FINDINGS
BRAND PRODUCTS AVAILABLE SHELF REMARKS
Lemnos
Processed cheese – Cakes, cubes & slices.
Upper Shelf
Grabs Customer Attention. Different Packaging Style Grabs Customer Attention but caters to a limited audience
Kraft
Regular Garden Vegetable Cup Box; Regular Salmon Cup Box; Strawberry Cup Box; American (Singles) 16 slices; Swiss(Singles)
Middle Shelf
Hoffman’s
SouthWesternsipce; Hot Pepper cheese; Swiss on Rye cheese
Lower Shelf
Different Packaging styles for differentiating the brand.
SAHKARI BHANDAR FINDINGS
BRAND Amul PRODUCTS AVAILABLE Processed cheese – tins, cubes & slices. Amul lite Amul cheese spread Chheddar cheese Slimz Chezza Flavored cheese spread – asli pepper, classic, minty coriander, peppy cilantro, Mexican mirchi, masala herbs, sour cream n onion. Individually Wrapped Slices(IWS), Cubes , and Spreads SHELF REMARKS
First Shelf Grabs Customer Attention. Standard Packaging. First Shelf Grabs Customer And Last Attention. shelf Last shelf stores cheese spreads for easy reach for children.
Britannia
Mother Dairy
First Shelf Different Packaging styles for differentiating the brand.
BRANDS STUDIED National Brands
Amul ? Britannia
?
International Brands
Lemnos ? Kraft
?
AMUL
BRAND AMUL
STRATEGY: Value for money ? Amul chheddar – the top selling brand ? Quality product at competitive prices ? Strong distribution network ? Aggressive marketing - launch of Amul cheese boy ? World’s Biggest Vegetarian Cheese brand ? Competition from Britannia – a strong emerging player.
?
CHEESE PRODUCTS BY AMUL
Cheese Product Description Maximum Retail Price 400g: Rs 86 1 kg: Rs 163 200g: Rs 32 400g: Rs120 200g: Rs 43
Amul Pasteurised Processed Cheese A cheddar cheese Amul Cheese Spreads (in three flavours) Amul Emmental Cheese Amul Pizza Mozzarella Cheese Gouda Cheese Combination of Cheddar and soft cheese. Specialty Swiss cheese which is sweet, dry and has a hazelnut aroma For use in pizzas Specialty Dutch cheese.Manufactured under a Swiss technical collaboration in the North Eastern Himalayan state of Sikkim. Individually packed single serve cheese cubes Indian cottage cheese For sandwiched and burgers Frozen pizzas
Amul chiplets Amul Malai Paneer Amul cheese slices Amul Pizza
200g: Rs 50 100g: Rs14200g: Rs 26 1kg: Rs 115 100g: Rs27 200g: Rs52 Rs 30
BRITANNIA
?Eat
healthy, think better!!
BRAND BRITANNIA MILKMAN
STRATEGY ? To add new flavours to get a greater connect with consumers. ? Innovative packaging styles to differentiate its brand. ? Lower pipeline stock, good distribution n/w, visibility. ? Skimming strategy employed (vis-à-vis domestic brands) – cheese prepared from cow’s milk – eat healthy think better ? Three pronged strategy of freshness, availability and shelf space. ? Positioning of spreads in the lower shelf to attract children
AMUL & BRITANNIA- PACKAGING SHELF SPACING
COMPARISON FOR TWO MAJOR DOMESTIC PLAYERS
AMUL BRITANNIA
Established brand with high market share
High Customer loyalty Differentiates itself by Aggressive Advertising.
Evolving Brand with low market share
Low Customer loyalty Differentiates itself by High quality packaging.
Biggest Player in Market
Trying to give competition to Amul by introducing cheese variants
Employs skimming policy
Employs penetrating price policy
LEMNOS
BRAND LEMNOS (Australia)
STRATEGY ? Premium priced ? Caters to a niche category of consumers ? Range of cheese products is large ? Positioning of the cheese at the upper shelf to attract consumers by having a direct eye contact ? Skimming strategy employed ? Capitalizes on the wide variety of cheese available
CHEESE PRODUCTS BY LEMNOS
Cheese Product Description Maximum Retail Price
Savoury Cheese bites Fruit and cheese bites Cracked Pepper cream Cheese Black Forest Fruit Cheese Organic Cheese Holoini Cyprus Style Cheese Fetta Cheese Cheese Slices
Six small packets Six small packets
120g: Rs 291
120g: Rs 291
One Round Cake One Round cake All Natural, Slim Free, For Vegetraian For Pan frying For Reduced Fat Red Fat
125g: Rs 291
200g: Rs 369
200g: Rs 337
180g: Rs 335
180g: Rs 290 250g: Rs 290
KRAFT
BRAND KRAFT (USA)
?
Premium priced Caters to a niche category. Kraft foods looking to establish cow milk based Cheese in India. Skimming strategy employed. Standard Packaging
?
?
?
?
CHEESE PRODUCTS BY KRAFT
Cheese Product Description Maximum Retail Price
Regular Garden Vegetable Cheese Regular Salmon Cheese Strawberry Cheese 1/3 Less Fat Strawberry Cheese
Cup Box Cup Box Cup Box Cup Box
226g: Rs 350
226g: Rs 375
226g: Rs 350
226g: Rs 350
American Singles Cheese
16 Slices
340g: Rs 395
Swiss Singles Cheese Fat Free Singles Cheese
16 Slices 16 Slices
340g: Rs 395
340g: Rs 425
INNOVATIVE PACKAGING TO GRAB ATTENTION
BCG PERSPECTIVE
?
?
Br itta n ia
Am
?
Amul occupies a star position in the market with MS(60%) and MG(20%). Britannia is a emerging star (Question mark)with MS(25%) and MG(15%). Mothers/LeBon and Imported products are Question Marks in the market.
MarketShare MarketGrowth 70 60 50 40 30 20 10 0
Im po rte d /L e eB on Mo the rD air y ul
Percentage
FUTURE STRATEGY
AMUL It’s a Market Leader, So keep ploughing resources to maintain its position in the market. Must follow aggressive marketing strategy by using quantum of resources from revenues. BRITANNIA It is a Question Mark in terms of market share. Must focus on market development, buying dealer loyalties through discount structures and margins and changing product to suit needs of consumers.
FUTURE STRATEGY
Other Brands (Mother Dairy, LeBon, Imported etc.)
?
They occupy Question Mark matrix in the market in terms of market share as well as Market growth. They must focus on market development, buying dealer loyalties through discount structures and margins and changing product to suit the need of consumers.
?
FUTURE OF CHEESE MARKET
Factors that are likely to fuel rapid growth in demand for processed food are: ? Changing lifestyles and growth in disposable income ? Rising double-income families and proportion of women in the workforce ? Decreasing prices of processed foods, making them more affordable thereby accessing a much larger market ? Rapid growth in organised retail (> 20% p.a.) with a variety of retail formats being developed ? India recognized as one of the key future markets in Asia.
THANK YOU
doc_925269789.pptx