Executive summary

• Production unit – Uttar Pradesh

o Productivity – 39.4 quintal/hectare
• Production capacity – 5000 ton (50,00,000 kg)
• Head office – Noida
 Environmental analysis
• Marketing environment(PEST)
• Target market
• Current market objectives and performance
 POLITICAL
- Political stability
- Government commitment

ECONOMICAL
Subsidies
Fiscal policy incentives
Industrial and Service TECHNOLOGICAL
Sector
Policy, 2004
Investment
PEST Rich labour pool
infrastructure
Leading agricultural
state
Top producers

SOCIAL
Emerged hub for IT and ITeS
industries
High infrastructural growth
 SWOT Analysis
Good and Attractive Packaging, Pricing
Entry into Niche market

The Product do not have the brand recognition in the market.

Don't have a strong distribution channel.

To trap the rural market. To slowly diversify and increase its

market share.
International expansion will be the biggest area for the growth
of the company.

Have to compete against current brands that have been

established in the market.
Have to face price competition from the other companies.
 MARKETING OBJECTIVES
• COMPANY’S VISION –
– Create a product that enhances the food experience, by
adding attributes that satisfy consumer needs.

• COMPANY’S MISSION –
– It’s a company that is committed to build a long term
growth in volume and profit and to enhance its position
by providing nutritious food products of superior value
to ensure healthy life of the consumer.
– To become a market leader in cereal industry within 3-4
years.
• SHORT TERM GOALS –
– Successfully introducing of the product in the market
within a period of six months, it is also expected that
the marketing efforts will lead to increased financial
performance of the company.

• LONG TERM GOALS –

– To acquire more than 50% of market share.
– Trying to slowly diversify while still remaining in the
core business which will help to increase the
profitability of the company.
 MARKETING STRATEGIES
• STPD
– Segmentation
– Targeting
– Positioning
– Differentiation

• Marketing mix
– Product
– Price
– Promotion
– Place
 Product
• Product category
– Wheat crunch
– Corn crunch
– Oat crunch

• Ingredients
– Milled Corn
– Sugar
– Milk Powder
– Malt flavoring
– High fructose corn syrup
– Salt
• Packaging
 Place
 Metro cities and Big towns
 Circle 1 – Noida, New Delhi, Gurgaon, Kanpur,
Dehradun, Lucknow, Patna, Meerut, Ranchi,
Ludhiana, Amritsar, Chandigarh, Rohtak.
 Circle 2 – Jaipur, Mumbai, Navi Mumbai, Pune,
Nashik, Nagpur, Ahemdabad, Surat, Vadodra,
Bhopal.
 Circle 3 – Bangalore, Hyderabad, Chennai,
Tiruvananthapuram, Tiruchirappalli, Kochi,
Mysore, Thrissur, Visakhapatnam, Nizamabad
 SUPPLY CHAIN

Quick Flakes

Consumers Distributors

Retailers(Shops, Wholesalers
Canteens)
PROMOTION
 MARKETING IMPLEMENTATION
• Marketing organization (design, matrix,
function)
• Activities and responsibilities
• North Western Plain Zone
This zone comprises of Punjab,Haryana, Delhi, Rajasthan (except Kota and
Udaipur divisions) and Western U.P.(except Jhansi division),Jammu and
Kathua districts fo J&K, Una district and Paonta valley of HP and tarai
region of Uttaranchal Pardesh.
This zone has wheat growing area of about 9.5 million hectares. The
average productivity of wheat in this zone is . The major wheat
production constraints of this zone are weed infestation particularly
Phalaris minor and wild oat, Yellow and brown rusts, Karnal bunt,
powdery mildew, foliar blight and termites.
• Corn in India is grown in small, inland pockets throughout the country.
The state of Uttar Pradesh produces 16 percent and Bihar 14 percent of
India's total corn production. It is also produced in Rajasthan, M.P. and
Karnataka in substantial quantities.
 MARKETING STRATEGIES
• STPD
– Segmentation:The segments of people who can buy the product are from lower middle
class to higher income groups.

– Targeting:Target audience for the product is mothers and children.

– Positioning :The product has been positioned as a healthy breakfast. The product is also
positioned as not a niche segment product as can be afforded by the general public easily
for their daily requirements.

– Differentiation: As compared to others our product just needs to add hot water in it and it
is ready to eat.
 MARKETING STRATEGIES
• Marketing mix
- Product: Constant innovation, Introduction of new product to fit customers needs.

-Price - Rs 5/- for 15grams, Rs 15/- for 40grams,. Rs 185/- for 500grams
-Promotion: For the publicity of corn flakes the company will use massive advertisement policy. It will
advertise on TV, newspapers, internet and radio. By the help of these sources the message of cornflakes
will reach to the consumers.
By distributing free samples.

Discount or price off -10% discount on the 500 gm pack.

Public relation: Healthy relations with each customer because of best services.

Promotion strategy will be focused at encouraging the consumer to at least try the product.

-Place:- Initially Product will be launched in Urban & Sub-Urban Areas of Mumbai.