AROMA FOOD: LIVE PROJECT CASE

Aroma Foods is one of the oldest confectioneries in Ranchi. Recently Aroma Foods has been acquired by Mr. Bakerman in 2008. It produces bread and biscuits to cater to the markets in and around Ranchi , Jharkhand. The confectionary has a main production unit in Ranchi and no retail outlets of its own. It works on a B2B business model with dealers. Mr. Bakerman observed that Sales in Ranchi for its products bread and biscuits have been steeply declining over a period of time, whereas sales in the nearby towns have been steady but have not made any significant progress. The key competitors for Aroma Foods are Moreish and Nashta. Mr. Bakerman is now looking at solutions to increase the sales of his products in Ranchi. The objective is to conduct a market research study for Aroma Foods and come up with feasible recommendations. Some of the Key things to consider (but not limited to) are mentioned below: Q.1 What is the market size of confectioneries products in Ranchi and Jharkhand? Q.2 What key attributes play a major role in the customers purchase decision? Q3. Benchmarking Analysis The output is expected in a PPT format not exceeding 10 slides (excluding introduction and thank you and appendix) per team.

Exhibit 1
Product List A 1 2 3 4 5 6 7 8 9 10 B 1 2 C 1 2 3 4 5 Bread 200gm 400gm 800gm 200gm special 200gm fruity 400gm Pao bun 200gm Pao bun Sweet bun 400gm LongLoaf 500gm Rusk 24 piece 26 piece Biscuit - 24 piece Jam
Ajwain Badam Mangrala Coconut

MRP in Rs 10 20 36 10 15 24 12 4 20 25 15 13 15 15 15 15 15

Exhi bit 2 1 Bread 2 Rusk

Production Capacity 13000 bread pack of 400gm equivalent 3000 packet 24 pieces per packet 24 pieces per packet

3 Biscuit 1500 packet

EXHIBIT3

RULES AND REGULATIONS

Team Constitution a. Participants are required to form a team of 2 members, from within the campus across all disciplines. b. Teams may be formed by students in the first year, or second year or a mix of both. c. One participant cannot be a part of more than one team. Registering a team a. Select a unique team name and upload your team details on the registration link shared. b. Once registered, the members of the team cannot be changed under any circumstances. Deliverables a. Participating teams are expected to work on the business issues faced by the company as outlined in the business case. b. Participating Teams are expected to email their presentation entries (10 slides) including an executive summary slide in Microsoft PowerPoint to consultingclub@iimranchi.ac.in c. Kindly note that references, title slide and appendix slides will not be counted as a part of the 10 slides mentioned above d. Entries must be submitted before the deadline which will be communicated to you shortly. Please note that any entry received after the deadline will not be considered for evaluation for any reason whatsoever Evaluation criteria: a. The best 6 teams (decided by a professor of IIM Ranchi) will make it to the second round of the competition b. The finalists would get a chance to present their cases to the CEO of AROMA Foods at IIM Ranchi c. The entries would be analysed on the basis of the following parameters: i. Strategic depth ii. Implementation(Feasibility) iii. Innovative thought process iv. Quality of presentation Important dates(Tentative):

Competition Launch and registration Last date to register Submission Results for top 6 teams Final Case Presentation

19th November 24th November 1st December 2nd December 4th December (Tentative)

PRIZE The winners of the competition would be awarded live project by Aroma Foods for the month of January and February 2014 at Ranchi. A compensation of Rs. 12,000/- and letter of appreciation would be awarded to the winners. Further details would be communicated by Aroma Foods.

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