PRODUCT MANAGEMENT

(KETCHUPS)

PRESENTED BY:-RUPINDER KAUR

PGDM(1)

KETCHUP INDUSTRY IN INDIA

The ketchup market is growing at 26 per cent and is likely to touch the Rs 1,000crore by 2014.
Institutional market is assumed to have a share of 23% while the consumer market
has about 77%
Ketchup market in India was estimated to be around 806-crore in June, 2012
This growth can be credited to:

- growth in fast food culture in India

- increasing number of working women
- shift from home made chutney to ketchup

MAIN BRANDS IN THIS PRODUCT CATEGORY

Maggi- Nestle

2013-14

Kissan- HUL

Others
10%

Heinz- Heinz Co. H.J

Others (Tops, Del Monte,

etc.)

Maggi
47%
Kissan
41%
Heinz
2%

SKEW IN THE BRAND PRESENCE

In the consumer market the most prominent ketchup brands are:
Maggi
Smith & Jones
Kissan
In the institutional market the most prominent ketchup brands are:
Del Monte
Heinz

SEGMENTATION OF THE CONSUMER MARKET

SEGMENTION BASE

TYPES
National

Natures Best, Top,

Cremica

International

Kissan, Maggi, Heinz

Regular tomato sauce

Kissan, Heinz, Maggi, etc

Chilli

Maggi, Heinz

Sweet

Del Monte, Maggi

Fast food

Maggi, Heinz

Healthful food

Heinz, Kissan

Geographic

Taste preference

BRANDS

Eating habits

INSTITUTIONS THAT CONSTITUTE

KETCHUP MARKET
INSTITUTIONS

SPECIFIC BRANDS

Food chains

Heinz- Mc Donalds, KFC

Kissan- Pizza Hut
Dominos- Del Monte

Hotels & Restaurants

Heinz- Oberoi, Taj

Airlines

Heinz- Jet airways, Indigo, Air India

Railways

Kissan

Colleges(Majority)

Kissan

SEGMENTATION CHOSEN FOR BRAND

POSITIONING
GEOGRAPHIC
SEGMENTATION
I
N
T
E
R
N
A
T
I
O
N
A
L

N
A
MAGGI

SMITH &
JONES

I
KISSAN
HEINZ
DELMONTE

O
N
A
L

TOPS
CREMICA
NATURES
BEST

BRAND
POSITIONING

Maggi(Nestle)
Tag Line : Its Different
Positioning : Differentiated from the rest
Product Range : Rich Tomato, Hot & Sweet Tomato.

Price Segment : High priced Rs.115 (1kg)

Target Group : Middle-income and upper-income households
Promotion : T.V ads, hoardings, print ads
SKU : Bottle- 200gm, 500gm, 1kg
Pichkoo- 90gm, 500gm

Kissan(Hindustan Unilever Limited)

Tag Line : Just Lagao, Kuch bhi kho
Positioning : Makes food interesting
Product Range : Fresh tomato, no onion no garlic, chilly tomato,
chatakdaar .
Price Segment : High priced Rs.112 (1kg)
Target Group: Middle-income and upper-income households
Promotion : T.V ads, print ads, hoardings

SKU : Bottle- 200gm, 1kg

Mini pack- 90gm
Sachet- 10gm

SWOT Analysis(KISSAN)
Strength
1. Strong brand name
2.Excellent advertising and visibility
3.Good product distribution and availability
Weakness
1.Not too thick
Opportunity
1. Tie-ups with corporates
2.Cheaper packets for rural areas.
Threats
1.Threat from other ketchups and local homemade chutneys

Heinz (Heinz Co. HJ)

Tag Line : Redder Thicker Tastier
Positioning : Focused on taste
Re-positioning : Focused on health
Product Range : Tomato ketchup, tomato ketchup organic,
tomato ketchup blended with Indian spices, tomato ketchup

reduced salt and sugar, tomato, ketchup chili, tomato ketchup

fiery chili .

CONTINUEE..
Price Segment : High priced Rs.125 (1kg)

Target Group : Institutional clients (Air India, Oberoi, Taj, etc.) and households

Promotion : T.V ads, print ads, hoardings.

SKU : Bottle- 1kg, 500gm, 200gm

Swot analysis (heinz)

Strength
1.Good brand name
2.Good advertising
3.Good distribution in big cities
Weakness
1.Food products have a limited shelf life
Opportunity
1.More advertising
2.Reach out to a bigger audience
Threats
1.Threat from existing brands and local competitors

Delmonte(Field Fresh Foods Pvt. Ltd.)

Tag Line : Tastes like never before
Positioning : High quality and original blend specially made to suit the Indian
Plate.
Product Range : Regular tomato ketchup, Twango.
Price Segment : High priced Rs.110 (1kg)
Target Group : All age group Middle and upper class.
Promotion : T.V ads, print ads

SKU : Bottle- 1kg

Squeezy- 520gm

Swot analysis( DELMONTE)

Strength
1.Good brand name
2.Good advertising
3.Good distribution in big cities
Weakness
1.Food products have a limited shelf life
Opportunity
1.More advertising
2.Reach out to a bigger audience
Threats
1.Threat from existing brands and local competitors

Smith & Jones(Capital Foods Ltd.)

Tag Line : Angrezon Wala Ketchup
Positioning : Ketchup that is consumed mostly by foreigners.
Product Range : Tomato ketchup, sweet hot ketchup, pizza ketchup.
Price Segment : High priced Rs.110 (1kg)
Target Group : Institutional market & consumers
consuming fast food
Promotion : Print ads, Regional ads
SKU : Bottle- 200gm, 500gm, 1kg

Tops(G. D. Foods & Beverages Pvt. Ltd.)

Tag Line : Classical ketchup: made the old fashioned way
Positioning : High taste and quality.
Product Range : Regular tomato ketchup.

Price Segment : Mid Priced Rs.95 (1kg)

Target Group : Institutional market and mid-income consumers.
Promotion : Sponsorships, banners.
SKU : Bottle- 200gm, 500gm, 1kg
Sachet- 12gm

Cremica (Mrs. Bectors Foods)

Tag Line : Lip Smackers
Positioning : Ketchup consumed with fast foods.
Product Range : Regular tomato ketchup.

Price Segment : Mid priced Rs.85 (1kg)

Target Group : Institutional Market (Mc Donald's, Barista, Pizza
Corner, Jet Airways)
Promotion : Hoardings, wall paintings, food corners
SKU : Bottle- 1kg