SUPER-BITE ®
Sugar free tension free

2013

Chocolate Coated Cream filled Soya Biscuits with Zero Sugar

Kolkata Super-Bite Food Ltd.

Project Name:

Marketing Plan for Launching Super Bite

Presented To:

Prof. Arpita Srivastava

Company Name:

Kolkata Super Bite Food Ltd.

Group Members:

Group V

SMS ID DB13081 DB13019 DB13020 DB13017 DB13075 DB13008 DB13150 DB13154 DB13105

ROLL NO. 2227323 2227248 2227118 2227117 2227271 2227101 2227227 2227037 2227221

NAME Manoj Kumar Amrendra Kumar Srivastava Kaushik Das Surya Khan Rohit Mandal Anamika Singh Hemani Abhishek Bhattacharya Som Sekhar Mishra Somnath Ganguly

CONTENT
1. 2. 3. 4. 5. 6. BUSINESS MISSION STATEMENT MARKET RESEARCH SWOT ANALYSIS COMPETITOR ANALYSIS OBJECTIVES MARKETING STRATEGY  TARGET MARKET  ENVIRONMENT ANALYSIS 1. MICRO 2. MACRO 7. MARKETING MIX  PRODUCT  PROMOTION  DISTRIBUTION  PRICE 8. MARKETING IMPLEMENTATION, EVALUATION, and CONTROL 9. ASSUMPTIONS 10. STORYBOARD

MISSION STATEMENT

“Committed to Enhancing the Quality of Life With Tasteful yet Healthy Camaraderie”

MARKET RESEARCH
Today the total production of biscuits in India is estimated to be around 30 lakh MT in 2013, the organized sector accounts for 65% and the unorganized sector accounts for 35% of the total industry volume and the organized sector is valued at above Rs. 8000 crores. While the biscuit industry, is estimated to grow over 15-17% in the next few years. The biscuits per capita consumption in India is 2.0 kg. India is ranked 3rd after US and China amongst the global biscuits producers. The export of biscuits is approximately 17% of the annual production, the export of sweet biscuits for year 2007-08 was Rs. 145.93 Cr and for year 2008-09(April-Dec) was Rs. 280 Cr, the major exporting regions were Haiti, Angola, USA, Ghana, UAE. The imports are not significant amount as compared to the total consumption.

The Power of Humble Biscuits

SWOT ANALYSIS

STRENGTH:
1. This is a new concept in India 2. Strong distribution network (Width & Depth) 3. No channel conflict (M.T. between T.T.) 4. Our FAB (Feature, Attribute and Benefit) are value for money to customers 5. HACCP Certified Products (Hazard Analysis Critical Control Point) 6. Certified by Indian Medical Association 7. Certified by Indian Diabetic Society 8. An ISO 14000/14001 Certified

WEAKNESS:
1. Start-up company/ company name not known 2. Industry and technology requires high investment 3. Retailers asking for more discounts 4. Beyond pocket reach of common man 5. Channel partner asking for margin
6. High marketing cost

OPPORTUNITY:
1. 2. 3. 4. 5. Huge market is vacant, room for expansion No present competition People are becoming more health conscious Cater to Diabetics, dieters and gluten-intolerant individuals Large investment with many consumers

THREAT:
1. Giant Biscuit and chocolate company might enter the market in this category posing future threat 2. Price inflation in production cost as cost of raw material is increasing 3. Government has increased taxes

COMPETITOR ANALYSIS

Existing competitor in India: None Possible Competitor:
1. Lotte India Ltd: This Company is in the chocolate coated soft biscuit with approximate market share of 90%. They have strong sales and distribution network across India. This product is available in all leading multi brand retail outlet as well as local shops. They have full potential to enter in to this category using its current access to the market. 2. Orion Foods: This Company has good reach in the market with market share of 10%. It has well established sales and distribution network. This Company too has potential to enter into this category.

3. Britannia’s sugar free biscuits
1. NutriChoice Oats biscuit. 2. NutriChoice Ragi biscuit. Britannia has major market share of around 90% in sugar free biscuit. Though SuperBite is entirely different product offering, Britannia has potential to keep its existing customer base intact due to cost benefit and a trusted brand name in this industry.

OBJECTIVES

FUTURE OBJECTIVES
Re-launch of new and improved product line to existing customer base, conveying enhancements and improvements after 1st year along with Introduction of product line variations with flavoured centre filling such as:

 Cardamom Vanilla  Strawberry  Orange  Blueberry jelly  Cashew Nut Cream  Pistachio Cream  Raisin Pulp

MARKETING STRATEGY

TARGET MARKET
Diabetics (projection – Sugar Free, healthy, tasty, mood lifter) Diet Conscious People (projection - healthy, tasty, sugar free, fun snack, mood lifter) Overweight People (projection – healthy, tasty and tension free mood lifter) Athletes (projection – muscle strengthening, tasty, stamina building snack) Senior Citizens (projection – healthy, tasty and tea-time companion) Pregnant Women (projection – healthy diet prescribed by doctor, readymade healthy munching snack, mood lifter) Children (projection – tasty munching snack while playing) Teenagers (projection – rushing for tuitions, in between extracurricular activities, fun snack, mood lifter) Men & Women (projection – rushing for office, past time while driving to work or returning home, to kill the hunger pangs in office or at home in between meals, fun snack, mood lifter)

ENVIRONMENT ANALYSIS
The Micro Environment affecting the product is as follows:

1. Company
The costing of the product & the selling price will play a vital role in the performance of the company. Close co-ordination between the R&D team, procurement team, manufacturing team, accounting team & marketing team is to be established. The common goal is to provide the best of SuperBite both quality wise & price wise. The ultimate goal is to provide superior customer value & satisfaction.

2. Suppliers: Suppliers @ every step
Suppliers are firms and individuals that provide the resources needed by the company and its competitors to produce goods and services. Professional suppliers to be identified & encouraged to participate in the new business which we are launching. Supply shortage or over supply to be constantly monitored. Monitoring of price trends of key inputs is a must. Rising supply costs which can vary due to increase/ decrease in fuel prices etc. to be monitored closely. Suppliers are very important link in the company’s overall customer “value delivery system.”

3. Marketing Intermediaries
Marketing intermediaries that will help the company to promote, sell, and distribute its goods to final buyers to be identified. This has to be specific area wise. Resellers are distribution channels that help the company find customers or make sales to them. These include wholesalers and retailers who buy and resell merchandise. Resellers often perform important functions more cheaply than the company can perform itself. Physical distribution firms & logistics providers along with their strengths & weakness have to be identified who will help the company to stock and move goods from their points of origin to their destinations.

Marketing service agencies (such as marketing research firms, advertising agencies, media firms, etc.) who will help the company target and promote its products will have to be identified. Financial intermediaries (such as banks, credit companies, insurance companies, etc.) that will help finance transactions and insure against risks will have to be identified.

4. Customer Market
The company will have to study its customer markets closely since each market has its own special characteristics. These markets normally include but are not limited to. 1).Consumer markets (individuals and households that buy goods and services for personal consumption). 2).Business markets (buy goods and services for further processing or for use in their production process). 3).Reseller markets (buy goods and services in order to resell them at a profit). 4).Government markets (agencies that buy goods and services in order to produce public services or transfer them to those that need them). 5).International markets (buyers of all types in foreign countries).

5. Public:
A public is any group that has an actual or potential interest in or impact on an organization’s ability to achieve its objectives. A company should prepare a marketing plan for their majority public as well as their customer markets. Generally, publics can be identified as being: 1).Financial publics--influence the company’s ability to obtain funds. 2).Media publics--carry news, features, and editorial opinion. 3).Government publics--take developments into account. 4).Citizen-action publics--a company’s decisions are often questioned by consumer organizations. 5).Local publics--includes neighbourhood residents and community organizations. 6). General publics--a company must be concerned about the general public’s attitude toward its products and services. 7). Internal publics--workers, managers, volunteers, and the board of directors.

The Macro Environment affecting the product is as follows:

Demographic Environment:
Super Bite is enriched with natural Soya Proteins, milk and with “Zero Sugar” and Low vegetable oil. Opportunities exist on several fronts – emerging trend on healthy lifestyle, rising diabetic population in India, and differentiating product attributes delivering distinct consumer benefits. However, with rapid urbanization, large young population, increase in white collar office workers, sedentary lifestyle, and media environment that is making people health- and fitness-conscious, tapping the healthy lifestyle segment offers maximum potential for current and future brand development. This health proactive segment does not have any apparent health issue for which they are seeking a healthy and fitness oriented lifestyle. They just want to look good, feel good, and avoid any future medical issues and hence are keen for a healthier lifestyle. Focusing on diabetic population may lock the brand in a niche, thus hindering the rapid growth that the product needs to protect its brand image. The key priority targets should be the urban dwellers, for which health, wellness, and fitness are all a part of lifestyle. They see themselves as part of the new and emerging trends and are brandconscious in displaying a lifestyle that reflects such trends. Health-related lifestyle activities have become their social currency, and a healthy and fit body is their fashion accessory. Such people are larger in number and would generally be the new entrants to the category. They are short on time and hence like to minimize their brand search time by opting to go with the most popular and/or reputed brand in the category.

Economic Environment:
India is one of the most prominent developing economies in the world. Developing economies offer outstanding marketing opportunities for the product. By 2020, the five biggest emerging markets' share of world output will double to 16.1 percent from 7.8 percent in 1992. India stand out due to a majority of reasons. It is a regional economic powerhouse with large population, large resource base, and a large market. The economic success spurs development in the countries around. India adopts open door policies to replace their traditional state interventionist policies that failed to produce sustainable economic growth. It is one of the world's fastest growing economies, contributing to a great deal of the world's explosive growth of trade. Economic factors mainly represent economic growth rates, levels of employment and unemployment so target should be middle to higher income group people.

Natural Environment:

Moreover we will focus on the following points:  availability of raw materials  Increased pollution and population

 Environmental sustainability which will include the entire lifecycle of the product from development to disposal.

Political Environment:
As the political environment is changing constantly, we are mainly focusing on the following points:  Government regulations on pricing, hiring and production of our product – Regulations on minimum labour salaries, proportion of temporary and permanent staffs in the production facility, healthy and safe working environment would increasingly put pressures on cost of the product. Market regulators restrictions on pricing our product below perfect competition might deter in building market share in a commodity like product like biscuits.  Tariffs – Increase in import tariffs will deter import of foreign competitive products. The situation would depend on the Current account situation of government. India facing persisting huge current account deficit would try to improve their trade balance by imposing higher tariffs. But higher tariffs might enrage trade partner countries. Small scale industries would continue to receive support from Indian government for the near future.  Expropriation – The risks of expropriation is lower as Indian government has continued to support small industries in near past and expected to do so in future as well. Tax holidays had been provided based on the location and kind of products produced.  Trading bloc – The company can get in to a trading agreement with SAARC countries (Bangladesh, Bhutan, Nepal, Sri Lanka etc.) or other ASEAN countries like Thailand, Malaysia, Philippines, Singapore whose economy seem to be stronger for the time being. It would help in mitigating risks of over production as contract agreements would be in place.

Cultural Environment:
Cultural barriers that we may face are:  Customs and taboos – Soya is increasingly looked at as a replacement for meat for its protein content. However, being a plant product, it is expected to appeal to vegetarians as well. It transcends the social customs of segregation based on food habits of people.  Values – The nutritional value of the product is expected to appeal to young and older generations alike. However older generations, being unaware of soya’s newer applications would resist accepting this product. Also, features like low oil and fat content might not appeal as such to older people. It is expected to appeal health conscious people who value healthy diet more than its taste.  Business norms – Different regions have different business environments. It has to be looked into how the distribution channels work in different regions. The metro cities are increasingly dominated by big hypermarkets and thus tie-ups with them is necessary to tap the market. The market being driven by consumers, more concentration should be placed on incentivizing consumers with offers and discounts. However, Tier 1, 2, 3 cities as well as towns are still dominated by distributor, dealer and retailer network. In this kind of a market, retailer push works to a greater extent. Thus it may be worthy to incentivize retailers and dealers alike with promotions for them.

 Religion – Some religion considers harming animals as sin. Soya being a plant product might appeal people of those religions. The product can be marketed as being 100% green with all the nutritional value of nonvegetarian product.

Technological Environment:
The internet, social media & mobile applications are the major technological tools which can be engaged for managing the macro environment.

MARKETING MIX

PRODUCT
PRODUCT NAME: SUPER BITE COMPANY NAME: KOLKATA SUPER-BITE FOOD LTD. TAG LINE: “SUGAR FREE, TENSION FREE” SPECIFICATIONS:     Soya Cookies (high fibre, natural source of protein, iron and calcium) Sugar free Chocolate Coated (55% cocoa minimum, pure cocoa butter) Cream filled centre (soy milk cream)

“Soya is a food known for its vegetable protein content, fibre and Carbohydrates”
Among the benefits produced in soybeans women’s and child bodies, if it blends with zero sugar, it makes a great advantage, profit and market for Indian Biscuit Market, as no competitors now has come out with sugar free soya biscuits. India Known as “Diabetes capital” in the world. 50.8 million People are suffering from diabetes as per figure released by the International Diabetes Federation (IDF) whether you are on a sugar restricted diet or just prefer lowering your sugar consumption; Super-Bite biscuits are a perfect choice for sugar conscious people who want a sweet and satisfying snack.

Kolkata Super-Bite Food Ltd is dedicated to making great tasting super-bite sugar free soya biscuits that fit with your desire to reduce sugar intake as part of a sugar-free lifestyle. Kolkata Super-Bite Food Ltd wish to expand Indian market by making some of the best sugar free Chocolate coated cream filled Soya biscuits on the Indian cities and domestic biscuit market, to meet the needs and demands of India's diabetic and health conscious consumers.

Kolkata Super-Bite Food Ltd claims to be "dedicated to making great tasting cookies that fit with your desire to reduce sugar intake as part of a sugar-free lifestyle, as now in India there are no competitors who make or have comes out with sugar free soya biscuits to control sugar and diabetes of Indians. Super Bite is just enriched with natural Soya Proteins, Cream Filled, with “Zero Sugar” and Low Vegetable Oil. Chocolate coated sugar free Soya biscuits by Kolkata Super-Bite Food Ltd are of high quality and made to international standards. The tasty biscuits and the smooth coatings are a choco lover’s delight makes you tension free as it contains zero sugar and with Soybean…. first time in India. Super Bite is made with the finest ingredients, direct from the bees and trees, to ensure that freshness and quality is captured in all our biscuits. Our Super Bite Chocolate Coated Sugar Free Soya biscuits are a nutritionally beneficial treat, ideal for when you are on the go! Our sugar free soya beans are gently roasted using hot air, locking in all of the nutrients and then coated in delicious, smooth, organic milk chocolate. It is perfect for a mid-morning snack, as an energy pickme-up in the afternoon or when shared with friends. Delicious anytime, anywhere! It’s a healthy and tasty sensation, which is packaged in style. Keep them to yourself, or share them with your friends, but be sure to buy another pack, as soon as this one ends!

Ingredients for Super Bite Soya, Sugar Free Biscuits
 Wheat flour  Vegetable fat  Cocoa powder  Soya powder  High-oleic sunflower oil  Whole wheat flour  Soya chips (45%)  Milk  Malt extract  Salt  Raising agents (sodium and ammonium bicarbonates)  Emulsifier (soy lecithin)  Flavour.

Nutritional Information
TYPICAL
ENERGY PROTEIN CARBOHYDRATE
OF WHICH SUGARS

VALUES
2108KJ/504KCAL 17G 36.2G 0.4G

PER
FAT
OF WHICH SATURATES

100G
32.2G 16.1G 7.4G 1.25G

FIBRE SALT

USP of Product
Nutrition –
    Soy is a complete protein, equal in quality to animal protein Soymilk is an ideal alternative to dairy milk. Soy can be a good source of iron Dietary Protein Needs of Physically Active Individuals (athletes)

Health Benefits –
    Soy helps reduce the risk of heart disease Soy is associated with reduced risk of certain cancers, like lung cancer and breast cancer and prevents reoccurrence. Soy offers protective benefits for breast cancer patients and survivors Soybean isoflavones and isoflavone-rich soy foods prevents the development of prostate cancer in men and aids in the treatment of this disease Soy possesses several nutritional attributes that is particularly healthful choices for people with diabetes and prediabetes.



Children:
  Soy provides solid nutrition to support children’s growth and development Soy protein lowers cholesterol in children and alleviates constipation.

Pregnancy & Fertility in Women:
 Soy can be a healthy choice for pregnant women. Research suggests soy isoflavones may provide relief for menopausal symptoms.



Mood Lifter - due to the presence of chocolate.

Promotion
Promotion
T.V. News Paper Hoardings Shopping Mall Dept. Stores

An extensive media advertisement is required to introduce Super Bite to consumers at least for first six months. Later we will reduce T.V. advertisements considering the situations. As Super Bite is a sugar free product consumers may consider it as only for diabetic people. To avoid this mind set among the buyers we have to design all the advertisement in such a manner which will change this mind setup. While preparing the advertisement we will have to focus on other aspect of the product which will clearly give a message to the end users that Super Bite is meant for all categories and age groups of people. Below is the plan for 1st 2 months.

TELEVISION
Though super bite is meant for all but we should not forget that, day to day, main buyers are the Homemakers. Therefor we should go for channel selections accordingly.

CATAGORIES

SOAPS & SERIAL

MOVIE

NEWS & ENT.

CHANNELS STAR PLUS COLOURS ETV (REGIONAL) SONY ZEE TV ZEE CINEMA SET MAX STAR GOLD STAR MOVIES HBO MOVIES NOW NDTV 24*7 TIMES NOW ABP NEWS AAJ TAK MTV

BUDGET (2 MONTHS)

50 Lacs

30 Lacs

20 Lacs

PRINT MEDIA
HINDHUSTHAN TIMES TIMES OF INDIA THE TELEGRAPH DECCAN CHRONICLE DAINIK BHASKAR ALL MAJOR REGIONAL NEWS PAPERS

30 Lacs

HOARDINGS
Hoardings in all major cities, at major junctions. The approximate budget is 20 Lacs.

SHOPPING MALLS & DEPARTMENTAL STORES
There will be a special display of Super Bite in all Shopping Malls and Departmental Stores in Major cities. There would be customer interaction by our representatives at each display. We will be arranging Special Racks for it. The budget is 10 Lacs.

Pre-launch Plan of Super Bite:
1. Press Release (MD's , program head talking about the new product in the market and the CSR its serving for the good of the mass,1st of its kind) 2. Soft Launch: Websites, free media, social media, creating a buzz. 3. Ad creative/Print ads in dailies. 4. Teaser campaign without door Hoardings at prominent places 5. Television Commercials with telling a story. 6. Radio jingles in fm channels. 7. Cantor activities. 8. Mobile shows hosted at parts of the city, contests, a host moving in a mobile van. 9. Free trials at malls. 10. Videos with Doctors talking about it involving celebs. 11. Tie ups with medical organizations to recommend the product. 12. Organizing free health check-up camps with branding of the product everywhere. 13. Advertorials.

DISTRIBUTION
The product essentials are to cater to the health conscious urban crowd of India. The sourcing of raw materials, warehousing of raw materials, production completion including packaging and thereby shipping to the centralized distributors would be a key function to create the market competitiveness in perspective of end product pricing, availability, meet the equilibrium of supply and demand including sourcing to distributors. The company to meet the demand forecasting has strategized the need to adapt to standardized process including desired quality check for compliance.
Supply Chain Management Structure for Super bite Soft Biscuit:

Key Enabler
Super Bite Soft Biscuit Supply Chain

Matrial Procurement

Forecasting

warehousing

Raw material

Packaging material

raw material

Packaging material

Finished Product

National Distributors

The ‘Supply Chain’ management process department has been broadly classified into “Material Procurement” & “warehousing”. These two classifications are mutually interdependent to maintain the equilibrium between unfinished (Raw material) and Finished (Packaged Biscuit) product. Forecasting is an important attribute to ascertain the right balance between material procurement and release of finished product from the warehouse of the factory. The demand forecasting mechanism for this brand of biscuit is conditional to procurement and production. The Supply chain hierarchy formed by interdependent functions which are triggered by attributes of ‘Demand Forecasting’ thereby initiating the process of raw material procurement, storing, production, packaging, distribution mechanism to dealers.

Critical Functions of the Supply Chain hierarchy:
Planning – Production planning mechanism triggered by Demand Forecasting Procurement – Adopt to manufacturing plan and invoke procurement of essential raw material Production – Adopt to Plans from the Planning dept. and initiate production of units to meet demand within the defined lead time Q & A - Checking for compliance to Quality guidelines and parameters as layed by the regulatory suthorities for the market Warehousing – Appropriate planning for minimal holdups of raw material and finished product Deployment – Post production movement of finished goods towarehouse for delivery Distribution – Ensuring on time delivery of finished product to the empanelled National Distribution channels

PRICING

Weight of pack: 40 Gram Maximum Unit price per pack: Rs. 25.00 Cost of Goods sold (COGS) per unit: 5.00 Whole sales price: Rs.17.00 Gross Profit: 17.00 – 5.00 = 12.00 Variable Cost: 7.00 Net Profit before Tax: 12.00 – 7.00 = 5.00 Net Profit after TAX: 3.00 (Rs 7.00 is Variable Cost incurred on different cost centres)

Cost Centres
1. 2. 3. 4. 5. 6. 7. 8. 9. Primary Freight. Secondary Freight. CFA operations expenses. Office expenses. Margin to redistribution stockiest. Margin to retailers. BLT and ALT promotion activity expenses. Commission of sales force. Monthly expenses of sales force.

Total expenses of all of the above cost centres is equal to Cost of Goods sold (COGS)

At BEP, total production cost = Total sales.

MARKETING IMPLEMENTATION, EVALUATION, and CONTROL
1. Annual Plan control  Sales Analysis  Market Share Analysis  Expense to Sales Analysis  Financial Analysis  Customer Satisfaction 2. 3. 4. 5. Profitability Control Efficiency Control Strategic Control Marketing Audit

ASSUMPTIONS
1. Promoters and financers are available 2. All certifications/clearances received from concern authority.  HACCP (HAZARD ANALYSIS CRITICAL CONTROL POINT) Certified Products  Certified by Indian Medical Association.  Certified by Indian Diabetic association.  AN ISO14000/1400I Warded. 3. Company has technical knowhow for manufacturing this product.

STORYBOARD
Mr. Sahay: Hello Mr. Sen, why do you look so upset? Mr. Sen: I am diabetic. I am upset because I cannot eat my favorite snack. Mr. Sahay: don’t you worry!! I have brought Super Bite for you. It is a sugar free chocolate coated, soft soya biscuit, perfect for you. Mr. Sahay: my younger son is an athlete. Due to the health advantage of Soya and being Sugar Free it is his favourite snack.

Mr. Sahay: my daughter is overweight and always worries about what she eats. But since the time she has laid her hands on Super Bite, she has become tension free.

Mr. Sahay: I enjoy sharing it with my wife over a cup of tea. It makes for a healthy, tasty and filling snack.

Mr. Sahay: my daughter in law is pregnant. Super Bite has been recommended by her doctor too and my grand-daughter is always ready to share it with her mom. Haha!!

Mr. Sahay: Super Bite has become a part of our life. It has enhanced the quality of our life, with a tasteful yet healthy camaraderie. Super Bite brings a smile to all our faces.