Pre & Post parameters of launching a new product into the market. what will be the benefit & hurdles for that product?

1. FRFABRIKAM RESIDENCES
Cake Mix
Vanilla+Chocolate

2. Project Overview
• India is one of leading Cake
Premixes with market size of 67152
tones Approx. per annum
• Market valuation is projected to
reach USD 1.5 billion by 2024.
• Growing at CAGR of 12.5%.
• Vegan cake mixes on the rise.
2

3. FR
Idea
• To add new product line so that we can cater new customer.
• Strengthen our existing business prospect along with addition of
new profitable market.
• Optimize the existing resources, sales, distribution, marketing,
chef etc.
• Minimize the existing business risk & Improve the brand equity
and gain market share.
• Add value in our offering to the existing & potential customers.
• Target Customers & business channel are the same, We are
having skill set to sell & show the application.
• Large market is control by unorganized players so there is a huge
scope.
3

4. FR
Why we should launch?
• New revenue streams.
• New opportunities & possibilities.
• Exciting growth prospects.
• Business expansion.
• More customer base.
• Gaining momentum with our
products in the market.
• Building trust.
• Capturing market share.
• Employee motivation & retention.
4

5. FR
Product Profile & Flavour
vanilla chocolate
5

6. FR
Competitor Overview
Brand Share %
Pillsbury
Priestine
Desire
Enhance
Crust & Crumb
Puratos
Others
6
Brand
Product Categories
Premixes NDWT FAT Chocolate Fillings Glaze
Pillsbury Yes NA NA NA NA NA
Pristine Yes NA Yes NA NA NA
Desire Yes Yes Yes Yes NA Yes
Enhance Yes NA NA NA NA Yes
Crust n cumb Yes NA NA NA NA Yes
Zione Intre Yes NA NA NA NA NA
Puratos Yes NA NA Yes NA Yes
Bakels Yes NA NA NA Yes Yes
Sunrise Yes Yes NA Yes NA Yes
Pillsbury is leading this with maximum market share.

7. FR
7
Competitor Overview-cont.
PRODUCT
Known Brand.
Premium Product.
Attractive packaging.
Strong Support & services.
PRICE
Credit policy.
Competitive & attractive price.
Offer Price.
PLACE
Pan-India availability of the
product.
Strong Channel partners.
Strong Distribution network.
strong Logistics team.
Inventory.
PROMOTION
Social media post/Advertising.
Influencers/Bloggers.
Word to mouth.
Event/Trade show.
Sales force.
Sales promotion.
Public Relation.

8. FR
GAP-Analysis
8
STRENGTHS
Known Brands.
Pan India Distribution &
Team availability.
Strong Relationship.
High Quality of Product &
Services.
S
WEAKNESSES
Dependent on relationship
with Suppliers.
Physical Resources.
Human Resources.
W
OPPORTUNITIES
New revenue streams.
Exciting growth prospects.
Business expansion.
Capturing market share.
Expansion of Product.
O
THREATS
Large no. of competitors.
Acceptability of the
product.
High competition in terms
of pricing.
Changing customers
attitude.
T

9. Primary
• Bakery Chain
• MOM & POP
Secondary
• Bakery Owner
• Chef
• Purchase Manager/Executive
9
Target Customers

10. • Leaflet
• Advertisement-Offline +Online
• PR
• Chef/ Restaurants show activities participation
• One to One Campaign with key person
• Online Promotion
• Build a powerful positioning platform
• Generate awareness & create demand.
• Build Customer preference & Elicit Loyalty.
Promotional Idea
10

11. FR
Go To Market
11
1. Test Market to be launch decision.
2. Information & Training to team
3. Product availability to DB
4. Pitch to customers/live demo
5. Order booking/ feedback sharing

12. FR
Go To Market- Product Distribution
12
Company
Distributors/Sub-Distributors
(8-10%)
Customers/Bakers

13. FR
Product Sampling Plan
13
Selective Store
Direct sampling of the product in
selective Bakery.
Event Based
Organise an event & give samples
of the product to the customers for
testing.
Indirect Sampling
Provide a free sample to the
customers whenever he apply for
the new orders of existing/old
product.

14. FR
Product Launch- Timeline
14
• SEP
Area
• NOV
Area
• OCT
Area

15. FR
Sales Projection
15
To be filed by sales Team

16. FR
Post Launch Matrix
16
• Product quality: Sampling vs Conversion
• Product Availability: Supply chain overview
• Production Sustainability
• Overall customer overview
• Competitors reaction.