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HOMELIKE PANEERITS PURE ITS HEALTHY

ITS HOMELIKE!

INITIATIED BYEKTA MARWAH

MADHULIKA MISHRAMALINI MATHUR

RAGHAV KHURANARASHI GOELRITIK ARORA

SALONI VARDHAN

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Objective

o Offering of product benefits to

customers, To enhance customersatisfactiono To maximize the market shareo

To create brand awareness andpopularity

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Offerings

Homelike offers the market with thefollowing categories of Paneer.

o Normal Paneero Flavored Paneer

- Kali Mirch Paneer- Zeera Paneer

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StepsFollow

ed

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STRENTHSDEMAND PROFILE-

ABSOLUTELY OPTIMISTICHIGH MARGINSFLEXIBILTY OF PRODUCT MIXAVAILABILITY OF RAW

MATERIAL

WEAKNESSESPERISHIBILATY

PROBLEMATIC DISTRIBUTION

OPPURTUNITIESVALUE ADDTION

EXPORTINNOVATIVE TEHNIQUES

THREATSMILK VENDORS INUNORGANIZED MARKET

COMPETITIONFAILURE OF THE LAUNCHPRICING

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Analysis of surveyed data

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Buying behaviour

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Branded Or Local?

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Attributes

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Brands At Present

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Packaging

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Price for 200 gms paneer

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Flavored Paneer

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Types of flavours

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MARKETING MIX• Product

• Price

• Place

• Promotion

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PRODUCT Paneer o Branding : It will describe the features of

the product

o Labeling : It will consist of:• manufacturing date• expiry date•

Nutrition contentso Packaging

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PRICING• Pricing lower than the market rate• Price skimming strategy for the flavored

paneer, like zeera paneer and kalimirchpaneer.

Normal (Rs.)Flavored (Rs.)

Bars: 200 gm 26 30

500 gm 60 62

Cubes : 200 gm na 30

500 gm na 62

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PLACE•

Direct distribution channel andIndirect distribution channel

•

Very few intermediaries

• Only one middlemen i.e. Retailer

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PROMOTINGat the grass root level!

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Budget and strategy• For the launch of ‘HomeLike

Paneer’ we have allocated alarge advertising budget i.e..40%

• We plan to use a push & pullstrategy:

Doing extensive brand

building and awareness.

Making customers try HLPthrough sales promotion

and personal selling

In turn customers askretailers for more!

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ADVERTISING

• Cater to localmarkets withinGurgaon

• Have a promotional TV ad shown at ourProduct Launchevent

• Advertise on ‘LiveTv’• Sponsor TV cookery

shows to gainpopularity

TELEVISION• Magazines andPublications• Local newspapers likeGurgaon plus• Pamphlets sent withlocal dailies

PRINT MEDIA

OUTDOOR• Hoardings at prominent street lightpoles• Posters of print ad at super marts,

general stores, retail outlets etc

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Print Ad

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SALES PROMOTION

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• Organize cookery competitions• Setup ‘Live counters’ at big retail grocery

stores churning out dishes made from

freshly prepared HLP

•

Door to door selling through HLP carts.• Word of mouth

Personal selling

EVENTS &EXPERIENCES

PERSONAL

SELLING

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Segmentation• To focus on the prospective consumers-

most likely to buy our offering• Commercial markets instead of

institutional markets• Focus would be on the local areas• Lifestyles

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Analyzing before setting target markets

• No. of competitors in the markets : Althoughmany giants provided paneer not many gavethe option of low fat paneer to the consumer.

• The preference/Choice of customers: Qualitywas preferred over many other factors.

• Value attached to the products: Apart frombeing low fat, our paneer was available in

different flavors as well.

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Target Markets• Almost all Classes• Local Markets•

Health Conscious people• Brand Conscious• High User Rate

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PRODUCT LAUNCH PLAN• When?• Where?•

To whom?• How?

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