PRESENTED

BY:
Harshita Kheria
Prabina Chettri
Rajat Malakar
Sunil
Manchandia

AGENDA
Ketchup industry in India
Major brands in the product category
Skew in the brand presence
Segmentation of the consumer market
Institutions that constitute ketchup market
Segmentation chosen for brand positioning
Brand positioning
SWOT Analysis- NESTLE
New brand launch
Reasons & justification for this launch
Market survey
Building the brand

KETCHUP INDUSTRY IN INDIA

Ketchup market in India was estimated to be around 806-crore in June,
2012
Institutional market is assumed to have a share of 23% while the consumer
market has about 77%
It is a fast growing market with growth rate around 30%
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
Kissan- HUL
Heinz- Heinz Co. H.J
Others (Tops, Del Monte,
etc.)

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

Kissan

Clubs & pubs

Data not available

Corporate kitchens

Data not available

Prisons

Data not available

SEGMENTATION CHOSEN FOR

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

N
A
T
I
O
N
A
L

BRAND
POSITIONING

Maggi
(Nestle)

Tag Line : Its Different

Positioning : Differentiated from the rest
Product Range : Rich Tomato, Hot & Sweet Tomato,
Tomato
Chapatti
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

Heinz

(Heinz Co. HJ)

Tag Line : Redder Thicker Tastier
Positioning : Focused on taste
Re-positioning : Focused on health
Product Range : Tomato ketchup, tomato ketchup with
balsamic
vinegar, tomato ketchup organic, tomato ketchup
blended with
Indian spices, tomato ketchup reduced salt and
sugar, tomato
ketchup chili, tomato ketchup fiery chili
Price Segment : High priced Rs.125 (1kg)
Target Group : Institutional clients (Air India, Oberoi,
Taj, etc.)
and households

Delmonte

(FieldFresh Foods Pvt. Ltd.)

Tag Line : Tastes like never before
Positioning : High quality and original blend
specially made
to suit the Indian palate
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

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

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 midincome
consumers
Promotion : Sponsorships, banners
SKU : Bottle- 200gm, 500gm, 1kg

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

Natures Best
(Dabur Foods)
Tag Line : N.A
Positioning : Quality product at economic price
Product Range : Regular tomato ketchup
Price Segment : Mid priced Rs.60 (1kg)
Target Group : Institutional Market (hotels,
airlines,
caterers, hospitals)
Promotion : No promotion
SKU : Bottle- 1kg

SWOT Analysis - NESTLE

Strengths
Established Family Brand
Good customer relationship
Diversified product variants
Strong and wide range of
distribution
channel
Research and Development
division in
India

Opportunities

Increasing number of working youth

High brand awareness among
Indian consumer
Changing preference of consumer of
having ketchup over curd, chutney,
etc.
Shift to rural market

Weaknesses

Not so significant presence in

rural market.
No direct market outlet
Higher pricing than local
brands

Threats
Price war with competitors
like Hienz India, HUL, etc.
Strong presence of regional
competitors
Increasing price of raw
materials

NEW BRAND LAUNCH

REASONS & JUSTIFICATION FOR

THIS LAUNCH
Nestle Maggi ketchup faces generic competition from

REASONS

homemade chutney
Increasing number of working youth creates more
demand for
readymade chutney
Increasing price of raw materials is a threat to Nestle
and dhania is
priced very low

Increasing number of working women prefer

JUSTIFICATION readymade
food/chutney
Convenient for housewives

MARKET SURVEY
Q1. Do you like dhania chutney?

Finding: majority of people like dhania

chutney
Q3. What price are you willing to pay
for a 100gm Dhania Chutney?

Q2. If available in a readymade packet

will you purchase packaged dhania
chutney?

Finding: latent demand for the

product exists
Q4. Will you substitute ketchup with
this product or purchase both?

Rs 15 Rs 20

Finding: people are willing to pay

Rs15 - Rs 20 for a 100gm pack &
given low cost of dhania this is a
profitable business

Finding: not much threat of

cannibalisation

Sample size: 50 (housewives, working women& youth)

BUILDING THE BRAND

4Ps FOR DHANIA CHUTNEY
PRODUCT: Ready to eat, homemade dhania chutney
PRICE: Rs 15 for 100gm pichku & Rs 30 for 250gm bottle
PLACE:
- Available at supermarkets & Kirana stores
- Use of existing distribution channel
PROMOTION:
- T.V ads, newspapers, hoardings & social media
- Provide free samples of 50gm pichku with 1kg bottle
POSITIONING: Taste of homemade dhania chutney without
hassles of making it
TAGLINE:

Effortlessly tasty...