250 crores The company could take the advantage of its existing distribution

250 crores the company could take the advantage of

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market is estimated to be around Rs. 250 crores. The company could take the advantage of its existing distribution network and also source potatoes from farmers easily. Before the PTC could enter the market a cross-functional team made a customer survey through a marketing research group in 14 cities of the country to know about the snacks of eating habits of people. The result showed that the customers within the age- group of 15-24 years were the most promising for the product as they were quite enthusiastic about experimenting new snack taste. The company reported to its chefs and the chefs came out with 16 flavors with varying tastes suiting to the targeted age- group. The company decided to target the youngsters as primary target on the assumption that once they are lured in, it was easier to reach the whole family. Advertising in this category was extremely crowded. Every week two-three local products in new names were launched, sometimes with similar names. To break through this clutter the company decided to bank upon humor appeal. The Industry sources reveal that PTC spent about Rs. 50 crores on advertisement and used all possible media print and electronic, both including the creation of its own website, Ringoringoyoungo.com with offers of online games, contests etc. Mobile phone tone downloading was also planned which proved very effective among teenagers. The site was advertised on all dotcom networks. Em TV, Shine TV, Bee TV and other important channels were also used for its advertisement along with FM radio channels in about 60 cities with large hoardings at strategic places. Analysts believes that Ringo's success story owes a lot to PTC's widespread distribution channels and aggressive advertisements. Humour appeal was a big success. The `Ringo' was made visible by painting the Railway bogies passing across the States. It has also been successful to induce Lovely Brothers' Future Group to replace Trito in their Big-Bazaar and chain of food Bazaars. PTC is paying 4% higher margin than Trepsico to Future group and other retailers. 4
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M.B.A. (Sem. – III) Strategic Management Ringo to giving Trepsico a run for its money. Trito's share has already been reduced considerably. Retail tieups, regional flavors, regional humor appeals have helped PTC. But PTC still wants a bigger share in the market and in foreign markets also, if possible. Questions and Answers: Q1 What is SWOT Analysis? Ans: SWOT Analysis is used by organization for revolving strategic options. For the future The term SWOT refers to the analysis of strength, weaknesses, opportunities and that facing a company. Strength and weaknesses are identifying in the internal environment, whereas opportunities and threats are located in the external environment. 1) Strength: Strength is an inherent capability of the organization which it can used to gain strategic advantage over its competitor.
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  • Fall '14
  • Ravi Prasad
  • HUL

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