MARKETING MANAGEMENT-II

GROUP PROJECT
PHASE 2

SUBMITTED TO:

SUBMITTED BY:

MR. SUNNY ARORA

GROUP 9
VISHAL DHIMAN -251132
SHASHWAT TRIVEDI -251121
AMRITHA JS -251077
RIJUL REJI -251110
NIEGEL GEORGE -251099
GUL RUKH SIDDQUI -251088

Given below are the mission and vision statement of FNS India ltd.
Mission- Revolutionize industry with our design, by keeping in mind the needs of , providing
them at adequate prices.
Vision- Our products are the attire of a dining table and kitchen.
The company in this financial year Is focussed to increase its product line by introducing a
never explored field of kitchen tools in Indian market. Also for the same the company have
the following marketing programs in mind:
1. Inbound marketing:
Company under this marketing program have decided to start some participating
events online where in it will involve its target customers in it. Since, these days it Is
easy to tap the customer online company have given this strategy priority above
others. Also company have decided to take suggestions from customers through their
online portal so that the customers can give in inputs to the company. The company
have also deci ded to roll out details regarding discounts, new products,etc. through
messages that reaches the customer cell phone inbox immediately. The basic idea
behind using this marketing program is to increase the number of touch points with
the consumer.
2. Public engagement programs:
As already talked during phase-2, that the company will continue selling its products
through MBO therefore, the company have decided to not only provide consumers
with a glimpse of there product but also with the some experience. Company have
decided to hire some executives for the MBO which have higher footfall and these
representatives of the company will not only increase customer awareness regarding
the product but will also persuade them to buy them. Also in this scheme the customer
who take part in various offline and online events organized by the company will be
awarded with handsome deals for the products along with the prize money.

SWOT Analysis:

Strengths
Easy availability of raw materials
Strong emergence of demand in
domestic market
Variety of offerings
Already existing distribution channel
Availability of cheap labour

Weakness
Lack of fully automatic production
lines
Domestic market is still unexplored
Lack of skilled labour
Presence of multi-tier procurement
increases cost of operations
No benchmarks in this sector, hence
products variation is high.
Opportunities

Threats
Products from china and japan are of

export

high quality and lower price.

Unawareness
amongst
people

competitiveness
increase in demand due to increase

regarding the use of various items.

Heavy duties and taxes of GOI.
Prices of raw material vary

in demands of new products

innovation is eagerly perceived by

frequently.

potential

due

to

price

customers
change in eating habit have led to
increase in demand

The major competitor of FNS international ltd. In Indian market is Magppie. Magppie is the
only company in terms of sale which have sales volume in different sectors closer to FNS.
What brings advantage to Magppie is that it has earnings from its other offerings like that of
interior designing, wardrobe etc. Due to this fact Magppie reduces its margins on sale of
cutlery. To tackle this, FNS India have planned to launch the kitchen tool segment in which
magpie currently has zero offerings. Also where Magppie lags behind is the variety of
products being offered by them.

Performance of Utensils and Kitchen Tool industry in last two years:

Steel consumption per capita in India have increased in the past years. Besides, slowdown in
infrastructural development also impacted on stainless steel industry in the past two-three

years coupled with massive capacity additions by domestic producers and cheaper imports
from China are the key factors which lead to surplus in the domestic market.
According to a recently published report by TechSci Research India kitchen utensils and
kitchen tools market, the kitchen utensils and tools market in India is projected to grow at a
CAGR of more than 25% during 2015-19. The demand for kitchen utensils and tools in the
country is expected to continue growing because expanding base of middle class and affluent
consumers, increasing working population and improving consumer lifestyle. India has a
large base of young consumers who form majority of the workforce and hardly find time for
traditional cooking due to their busy schedules, thereby creating huge demand for western
kitchen utensils and tools that facilitate easy and quick cooking.
Rising per capita disposable income of consumers, especially upper and lower middle income
groups, continues to drive Indias kitchen utensils and tools market. However, majority of
Indian consumers are price conscious, which poses a challenge for the manufacturers and
suppliers as even a small price variation hugely affects the consumer preference for a specific
brand or product. Consequently, the company must focus on offering high-quality kitchen
appliances at lowest possible prices.