PRODUCT AND BRAND MANAGEMENT (1).pptx

PRODUCT AND BRAND MANAGEMENT (1).pptx - PRODUCT AND BRAND...

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PRODUCT AND BRAND MANAGEMENT PRESENTED BY Aparna Ravindran Puneet Marwah Saharsh Bareria Shantanu Srivastava Surajit Laik
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NEED RECOGNITION Hunger at odd times Snack to munch on Budget Snack Change in Taste Curb Obesity Facts: Obesity rate in the UAE double the world average. Diabetes, often called the rich man's disease, is on the rise in UAE and there are about 1.8 million people in the country who either have diabetes or could suffer from it within a few years.
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POPCOR N
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VALUE PROPOSITION Offering a variety of flavours at cheaper prices. Increasing convenience by distributing products after identifying strategic locations. Marketing Strategy: “If you want to dine with the classes, you have to sell to the masses.” KEY FEATURES Attractiveness: High utility Usability : Wide Scope Likeability : Preferred Cost : Pocket-friendly product. Possible changes : More flavours
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Popped Product Strategies Media Marketing Strengths Weakness Threat to us Our Opportu nity Popular Dreamy caramel(30g), cheese(20g), plain salted(20g) Give away snack/ inflight snack/Expo 2020 promotion Television, social media, banner Native brand, in-depth knowledge of the market. Lack of existence in the semi- urban population Deeper knowledge of the market and the customer. Absence in the educational institution & semi-urban Act II Light butter, butter, cheese, plain salted- 40g Any time snack. Television, social media, banner Oldest and market leader with 36% market share and well known throughout the world Losing market share to local companies and unorganized sector Being the oldest brand has huge experince in the product Lack of promotion of popcorn as a healthy snack & also as a regular snack COMPETITOR ANALYSIS POPPED POPCORN
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Popped Product Strategies Media Marketing Strengths Weakness Threat to us Our Opportu nity American Garden Salt and pepper, butter, cheese, fat- free butter, extra butter, hot-n-spicy- 57g Celebrity promotion, expanding to emerging markets like Africa. Television, social media, banner It is still growing and controls 13% of the popcorn market. Non-popped hence cannot be consumed only after it's been cooked. Controls huge market share; hence huge capital. Takes time to cook; since it is a non-popped popcorn. Act II Butter pepper, plain salted, cheese, golden sizzle and chilly surprise- 255g An easy-to-cook snack. Television, social media, banner Oldest and market leader with 36% market share and well known throughout the world Losing market share to local companies and unorganized sector Being the oldest brand has huge experince in the product Takes time to cook; since it is a non-popped popcorn. COMPETITOR ANALYSIS NON-POPPED POPCORN
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SUBSTITUTE S
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EFFECTS OF SUBSTITUTES IN THE UAE MARKET Due to the presence of substitutes we have to focus more on our pricing strategy.
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