1. S.T.P. of PACKED FOOD
[MARKERING MANAGEMENT]

2. S.T.P. of Packed Food
Introduction to Packed Food Market:
The size of the packaged food market in India is estimated at $10 billion and is expected to
reach $20 billion by 2014, while the share of packaged food in the food and grocery market
is expected to touch 5 per cent by the same time. Factors that have fuelled this industry’s
growth are the arrival of food multinationals, rising popularity of quick-service restaurants,
modern retail trade, technological advancement, changing urban lifestyles and so on.
Some key players in this market are Hindustan Unilever (tea, instant coffee, biscuits, pulses
and instant beverages), Nestle (instant coffee, milk and milk products and ready-to-eat
foods), PepsiCo (aerated drinks, fruit juices, cereals and snacks) and Haldiram’s (sweets,
namkeens, syrups, crushes and snacks).
Segmentation, Targeting and Positioning (STP):
Segmentation: Dividing up the market into distinctive groups.
Targeting: Selecting a segment to target.
Positioning: Developing a marketing strategy which positions the production relation to
rivals in order to appeal to target segment.
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3. CHOCOLATES
Cadbury:
Cadbury India is a fully owned subsidy of Kraft Foods Inc. The combination of Kraft Foods
and Cadbury creates a global powerhouse in snacks, confectionery and quick meals. We are
currently the world's No.1 confectionery and biscuit company. We are also the world’s
second-largest food company with sales in approximately 160 countries. We employ
approximately 140,000 people.
With an incredible brand portfolio, we contrive to make a delicious difference, today and
every day.
Cadbury's Chocolates: Dairy Milk, 5 Star, Caramels, Crunchy Nut Butterscotch, Mickey
Donald Wonders Tiffin, Almond Magic, Gems, Perk, Perk Lime 'N' Lemon
Segmentation:
Geographic segment.
Impulse segment.
Gift segment (Purchased to gift someone).
Targeting:
The prospective customers of Cadbury Dairy Milk have changed from kids to adults-
including every family member to celebrate any occasion with Dairy Milk.
Positioning:
Spontaneous, carefree, special and real moments.
Special occasions.
Start your work with Cadbury Dairy Milk i.e. “shubh aarambh”.
" Kuch Meetha ho jaye” (The brand want itself to be synonymous with Sweet).
Nestlé:
After nearly a century-old association with the country, today, Nestlé India has presence
across India with 7 manufacturing facilities and 4 branch offices spread across the region.
Nestlé India’s first production facility, set up in 1961 at Moga (Punjab), was followed soon
after by its second plant, set up at Choladi (Tamil Nadu), in 1967. Consequently, Nestlé India
set up factories in Nanjangud (Karnataka), in 1989, and Samalkha (Haryana), in 1993. This
was succeeded by the commissioning of two more factories - at Ponda and Bicholim, Goa, in
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4. 1995 and 1997 respectively. The seventh factory was set up at Pantnagar, Uttarakhand, in
2006.
Chocolates Types:
Nestlé kitkat
Nestlé munch,
Nestlé milkybar
Nestlé milk
Nestlé bar-one
Nestlé
Polo
Segmentation:
Impulse segment.
Geographic segment.
Targeting:
• Target kids below the age group of 16 years.
Positioning:
Position themselves as “crispy light irresistible snack” (Nestlé Kitkat, Nestlé Munch).
Powermint mouth freshener (Polo).
Amul:
Segmentation:
• Geographic segment
Targeting:
• Everyone(Youth, kids, women)
• Different products for different age groups
Positioning:
• Something to have just like that
• Gifting
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5. Parle:
Parle Agro is an Indian company in the beverages industry and has brands like Frooti, consistent
winner of India's fruit beverage brand, Appy, Appy Fizz and packaged drinking water, Bailley.
A pioneer in the Indian industry, Parle Agro is associated with many firsts. They were the first to
introduce fruit drinks in tetra packaging, first to introduce apple nectar and the first to
introduce fruit drinks in PET bottles.
In 2008, Parle Agro forayed into foods with the launch of two confectionery brands, Mintrox
mints and Buttercup candies. This was soon followed by two more brands - Buttercup Softease
and Softease Mithai.
Recent beverage products from Parle Agro include Saint Juice, LMN and Grappo Fizz. In 2009,
Parle Agro forayed into snacks with the launch of Hippo, in line with the company’s vision of
becoming a major player in the foods and beverages industry.
Chocolates Types:
• Parle Mintsa
• Parle Orange Candy
• Parle Toffees
• Parle Rol-a-Cola
• Parle Kismi Bar
• Parle Mango Bite
• Parle Poppins
• Parle Melody
Segmentation:
• Geographic segment
Targeting:
• School going kids(Parle Mango Bite, Parle Poppins Parle Melody)
Positioning:
• “Melody khao khud jaan jao “
• “Aam ki rasili goli... Enjoy very slowly...” – Mango Bite
• “Goli rainbow wali”
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6. READY TO EAT
Kitchens of India:
Keeping alive long forgotten culinary traditions, ‘Kitchens of India’ presents its range of
ready-to-eat cuisines. Each one of these legendary delicacies has been created by the
Master Chefs of ITC Hotels, following rare, closely guarded recipes, handed down through
the ages, from one generation to the next. These delicacies are now available in imported 4-
layer retort pouches that keep them fresh for as long as 24 months (Vegetarian) & 12
months (Non Vegetarian and Desserts) from the date of packaging.
What distinguishes Kitchens of India from its competitors is that the recipes are developed
by master chefs of renowned restaurants like Bukhara and Dum Pukht (part of the
company’s hotel division). With the success of these gourmet restaurants, the company felt
the need to extend these delectable dishes to customers who could not visit these
restaurants.
Segmentation:
• Psychographic Segmentation:
• Social Class - Middle, Upper Middle
• Life Style - Achievers and Believers.
• Personality - Extrovert, Confident, creative.
• Behavioural Segmentation:
• Benefits - Good health, Good taste and quick to make.
• User Status - Regular instant.
• Loyalty - Strong.
• Attitude - Low involvement.
Targeting:
• House wives
• Working Women
• Students.
• Customers who do not have cooking skills.
Positioning:
• Why go out for fresh, flavourful Indian food when Kitchens of India allows you to
make it at home?
• Delicious food as good as Master chefs in minutes
• Very high quality for a very low price.
• “A feast in your kitchen” -Like having an Indian restaurant in the pantry—but so
much less expensive and more convenient.
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7. MTR
MTR Foods Ltd is an ISO 9002 and HACCP certified company is amongst the top five
processed food manufacturers in India.
MTR’s Ready to Eat dishes are an amazing combination of convenience, taste and variety.
They're 100% natural and have absolutely no preservatives. The range currently comprises
twenty-two delicious and completely authentic Indian curries, gravies and rice. It offers
soups, frozen foods, rice meals, spice powders, instant sweet mixes, instant snack mixes,
beverages, masala powders, snacks and crispies, vermicelli, papads, pickles, and ice creams,
as well as ready to eat dishes, such as curries, gravies, and rice. The strategy followed is
competitive pricing and labor intensive products that predominantly cater to the Indian
palette. After establishing itself in the south, MTR is developing its brand in the west and
north Indian markets in line with the rapid expansion of its products.
Segmentation:
• Geographic segment
• Region
• Urban/Suburban
Targeting:
• House wives
• Working Women
Positioning:
• Authentic South Indian breakfast
• Too many dishes served in no time, instant
• ‘Your secret recipe’
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8. BISCUITS
Britannia:
Britannia, one of the premier food product companies in India. Britannia started as a small
biscuit company in 1892 and has grown to a household name. The brand names of biscuits
include Vita Marie Gold, Tiger, Nutrichoice Junior, Good Day, 50 - 50, Treat, Pure Magic, Milk
Bikis, Good Morning, Bourbon, Thin Arrowroot, Nice, Little Hearts and many more. Tiger,
the mass market brand, realised $150.75 million in sales including exports to countries
including the U.S. and Australia, or 20% of Britannia revenues in 2006.
In 2008, Britannia divided its product portfolio into two distinct categories: "health and
wellness" and "delight and lifestyle." Products such as Tiger glucose and NutriChoice biscuits
fall under the former category, while Good Day and Treat fall under the latter.
Segmentation
Segmentation:
• Demographic
• Age
• Education
• Income
• Geographic
• Urban/Sub Urban/Rural
• Psychographic
• Lifestyle
• Personality
• Self image
Targeting:
• Kids
• Youth
• Mothers
Positioning:
• A Healthier alternative
• Enjoyable and healthy food
• Tiger Biscuits:
• “Khalipet india tiger kaise banega”
• Great food to give you children to keep them charged
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9. • Marie Gold
• “dip nahi kiya toh chay kya piya”
• Superior to other marie
• Marie Gold Doubles
• “Khaoge toh chai bhul jaoge”
• Pastime biscuit
ITC:
ITC forayed into the Biscuits market with the Sunfeast range of Glucose, Marie and Cream
Biscuits. Sunfeast’s brand essence, "Spread the Smile" connotes happiness, contentment,
satisfaction and pleasure. The mascot Sunny reinforces the emotional aspects of the brand.
In a span of 6 years Sunfeast has launched many new varieties and has its presence in
almost all types of biscuit categories.
The biscuits industry had witnessed little innovation; Glucose was Glucose and Marie was
still Marie. The company decided that this could be its biggest point of attack. In 2003, ITC
launched Sunfeast with six ranges. But it was a calculated risk. ITC stuck to category
favourites like Glucose, Marie and Bourbon cream.
Along with that, it also launched innovations such as orange-flavoured Marie, Marie light
and butterscotch-flavoured cream biscuits. In 2004, Sunfeast followed this up with the
launch of Sunfeast Milky Magic. More recently, it also has launched the Sunfeast Snacky and
Sunfeast Golden Bakes.
Segmentation:
• Demographic
• Age
• Education
• Income
• Geographic
• Urban/Sub-Urban/Rural
• Psychographic
• Lifestyle
Targeting:
• Kids
• Mothers
Positioning:
• Natural goodness of wheat
• A very Differentiate offering
• Smooth and Yummy Cream
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10. CHIPS
Frito Lays:
Frito Lay products are generally marketed to the Hispanics prior to targeting the general
market. Frito Lay has Mexican roots which explain why the Hispanic market was the initial
market segment. The attractiveness of the market is evident on the strong needs for snacks
among all segments. Nevertheless, the focus of segmentation is on penetrating the teen
segment. As such, while the Hispanic population likes bold and spicy flavoured snack, there
is high influence on kids in making snack purchase decisions, emerging Y generation has
purchase power and busy lifestyles demand food on the go.
Further, Frito Lay is a leader in the dip market but since there are many competitors in the
market the company decided to penetrate the vegetable dip segment. This is in addition to
chip dips segment particularly the shelf-stable sour cream based dip and other chip dips
which are already in the mature stage of its lifecycle.
As already noted the Hispanic population is the initial target market but now also includes
the generations X and Y. Teenagers make up a considerable percentage in the marketing
activities of Frito Lay especially since they are very particular with value of money.
Lays:
Segmentation:
• Geographical
• Flavour
Targeting:
• Everyone(youth, women, men and kids)
Positioning:
• “No one can eat just one”
• As a substitute of popcorn
ITC:
Bingo:
The launch of Bingo! in March 2007 marked ITC's foray into the fast growing branded snack
foods segment. Bingo’s portfolio includes an array of products in both Potato Chips & Finger
Snacks segment.
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11. Bingo! is positioned as a youthful and innovative snack, offering the consumers a choice of
flavours that are fast becoming popular.
The Potato Chips offerings comprise the ever-popular Salted, Masala and Tomato flavours, as
well as some innovative variants inspired by the snacking habits of different parts of the
country like Chatkila Nimbu Achaar.
Bingo! – International Cream & Onion is the brand’s latest addition to its existing unique and
exciting range. Keeping in sync with the Bingo! philosophy, this variant brings with it a
unique combination of cheese, cream and spring onions, giving it a truly international
flavour.
Segmentation:
• Geographic
• North
• East
• West
• South
• Taste
• Salted
• Nimbu
• Mustard string
• Chilly
Targeting:
• Age group 20 – 35 years
Positioning:
• Outgoing
• Fun loving
• Bindass
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12. Parle
Monaco Smart Chips:
Tempted to reach out for that packet of chips that seem to be all but calling out to you with
its taste along with the added calories, cholesterol and guilt? Introducing Parle Monaco
Smart Chips - It’s baked not fried, but tastes equally good. It’s a healthier and smarter
substitute compared to other fried snacks and chips. It gives you freedom to relish the taste
anytime, anywhere without the guilt of gaining extra calories. So Goodbye Oversize T-shirts,
increasing waistlines and a diet that makes you feel deprived. With Parle Monaco Smart
Chips, good food doesn’t mean added kilos anymore!
Also available in different exciting flavours:
Tangy Tomato, Crazy Chaat and Macho Masala
Segmentation:
• Geographic
• Taste
Targeting:
• Those customers which are on weight gain or who cares about their health.
Positioning:
• Healthier
• Smart
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13. INSTANT NOODLES AND SOUPS
Knorr Noodles:
Founded by Carl Heinrich knorr in 1838.
It’s Unilever’s No.1 brand.
It’s products are currently sold in more than 80 countries.
Segmentation:
• Demographic Segmentation
• Density - Urban
• Age - 10-35
• Gender- Male/Female
• Lifecycle stage - Kids, Teenagers and Married with children.
• Minimum income - Rs.25,000
• Education - Primary/Secondary School, College students.
• Occupation - Students , Working / House wife Woman.
• Psychographic Segmentation
• Social Class - Middle, Upper Middle
• Life Style - Achievers and Believers.
• Personality - Extrovert, Confident, creative.
• Behavioural Segmentation
• Occasion- School lunch breaks, Healthy Evening/General Snacks.
• Benefits - Good health ,Good taste and quick to make.
• Average Usage - 3 packs a week.
• User Status - Regular instant soups &
• Loyalty - Strong.
• Attitude - Low involvement.
Targeting:
• Customers who lead busy life such as working population and students.
• Customers those who wants taste with nutritional value.
• Customers who do not have cooking skills.
• Customers who need healthy evening snacks especially kids.
Positioning:
• Growing generation demands nutritional food.
• They have less time to cook.
• Quick to prepare.
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14. • Portable.
• Good to taste with different flavors .
• Helps the consumers to increase their daily intake of vegetables especially kids.
Nestle Maggi:
Maggi is an over 100-year-old Nestlé brand of instant soups, stocks, bouillons, ketchups,
sauces, seasonings and instant noodles.
• The original company came into existence in 1872 in Switzerland, when Julius Maggi
took over his father's mill.
• Marked the beginning of the Maggi® brand and its lines of convenient food products.
Maggi- INDIA
• NESTLE introduced maggi brand in INDIA in 1982.
• With the launch of maggi noodles, NUL created a new food category in indian
packaged food market.
• Over in india, maggi became a popular snack food product.
• In fact, "Maggi" has become a genericized name for instant noodles in
India and Malaysia.
SEGMENTATION:
• Segmented the market on the basis of lifestyle and eating habits of the indian
consumer.
• Focus mainly on age and appetite of the urban families.
TARGETING:
• Target audience are
• kids
• Youth
• Working women
• It helps mothers with the promise of fast to cook and good to eat snacks.
• ‘ convenience savvy time misers’
POSITIONING:
• Positioned their product with the well known slogan
• “ 2minute noodles”
• “ taste bhi health bhi”
• “ Easy to cook, good to eat”
• Positioned their product as to get fast relief from hunger.
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15. Sunfeast Pasta Treat :
After Top Raman its ITC product PASTS from Sunfeast who will try to take over the Nestlai
product Maggi. As per as the history which I have got about Pasta, oh! Remember I am only
concerned with its origin. Pasta is an Italian dish however there has always been confusion
that whether Pasta origin is from China or is it of Italy itself. Chinese noodles are said to be
1000 year old and is believed that pasta is result of migration of people from China to Italy
where this dish was named as Pasta. The world "pasta" probably takes its origin from the
Greek word which means "flour mixed with liquid". Later on it became an italic dish, which
the ancient Romans called "lagano"
Italian Pasta:
Experts in nutrition suggest eating at least 100g of pasta daily because in this way, it
provides the body with 14% to 18% of its energetic needs. It has been clinically proved that
pasta reduces the cholesterol grade in blood . Pasta, moderately spiced, can also be
included in slimming diets. In fact, increasing the volume during cooking causes problems in
keeping calories to the allowed limits.
Sunfeast Pasta Treat :
ITC product Pasta Treat from Sunfeast was launched on 03/07/05, a convenient and healthy
instant snack option. Sunfeast Pasta Treat, India's first instant Pasta with sauce maker
inside, earmarks the division's foray into the ready to cook instant snacks category. Made
from Durum Hi-Protein Wheat, Sunfeast Pasta Treat presents a ready-to-cook healthy snack
option for the evolving tastes of the Indian consumers.
Segmentation:
• Socio- Economic Segmentation:
Social classes are society’s relatively permanent and ordered divisions whose
members share similar values, interest and behaviours. It is not determined by a
single factor, such as income, but it is measured as a combination of occupation,
income. Education, wealth and other variables. Social class consists of upper class,
middle class, working class and lower class.
As we all know SUNFEAST PASTA has a reasonable price coming in packets of Rs12,
Rs15 etc. So it is affordable for every class to buy it according to their comfort.
• Demographic Segmentation
• Age And Life-Cycle Stage:
People change the goods and services they buy over their lifetime’s .Tastes
in food, clothes, furniture and recreation are often age related.It is
understood mostly youngsters like SUNFEAST PASTA, specially the children
aging from 8-18 years.
Marketers often define their target market in terms of lifecycle stage. A
Lifecycle stage includes bachelor stage, newly married couple, full nest,
empty nest, solitary survivors etc.
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16. It is not necessary that every stage has same habits. According to their stage
they select their food items. Thus bachelor stage mostly prefers this type of
food.
• Psychographic Segmentation
• Life Style
A person’s pattern of living as expressed in his or her activities, interests and
opinions. People coming from the same subculture, social class, and occupation
may have quite different lifestyles.
Eating junk food comes in some people lifestyle. So they prefer to purchase
SUNFEAST PASTA also.
• Personality And Self Concept
Personality refers to the unique psychological characteristics described in terms of
traits such as self confidence , sincerity, dominance etc .That lead to relatively
consistent and lasting responses to one’s own environment.
Many marketers also use a concept related to personality-a person’s self concept
(self-image).To understand the consumer behaviour; the marketer must first
understand the relationship between consumer self-concept and possessions.
A consumer’s behavior also is influenced by social factors, such as the consumer’s
small groups, family ,and social roles and status.
• Reference Group
Groups are formed when two or more people interact to accomplish individual or
mutual goals. In contrast reference groups serve as a direct or indirect point of
comparison informing a person’s attitude or behaviour. People are generally
influenced by reference groups to which they do not belong.
If one person in a group consumes SUNFEAST PASTA then it will automatically
influence the person in other group to buy it as group affects each other.
Targeting:
A target market consists of a set of buyers who share common needs or characteristics that
the company decides to serve.
Target marketing can be carried out at several different levels. Companies can target very
broadly, through undifferentiated marketing; very narrowly, in micromarketing; or
somewhere in between, which is differentiated or concentrated marketing.
Marking a foray into the ready-to-cook snacks category, ITC's Sunfeast Pasta Treat is made
from Durum hi-protein wheat and targeted at consumers of all ages with flair for
experimenting with new tastes.
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17. Positioning:
Sunfeast are promoting pasta as a healthy snack offering to meet the changing tastes of
Indian consumers, especially those who are open to new cuisines and are looking for
options to suit their lifestyles
Top Ramen:
Indo Nissin Foods Limited, a subsidiary of Nissin Food Products Company Limited, Japan,
was incorporated in 1988 and is committed to developing brands that communicate the
wholesome taste, satisfaction and FUN of instant noodles along with food safety and
customer enjoyment.
Segmentation:
• Segmented the market on the basis of lifestyle and eating habits of the Indian
consumer.
• Focus mainly on age and appetite of the urban families.
Targeting:
• Target audience are
• kids
• Youth
• Working women
• It helps mothers with the promise of fast to cook and good to eat snacks.
Positioning:
• Positioned their product with the well known slogan
• “The time and people have changed completely from the day we first started, but
our purpose remains the same; to serve the very best food products in the world”
• “ Easy to cook, good to eat”
• Positioned their product as to get fast relief from hunger
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