CASE STUDY - KHATTANA GROUP RICE LAUNCH

PROJECT BRIEF:

Rice is not an entirely new business for Khattana Group. The group entered in the rice market in 2018 and after achieving excellence in export marketing, the management has decided to enter in branded/packaged consumer pack segment

The division (Khattana Grain Mills) is already selling in bulk pack with brand name "Yummi Rice" in wholesale market (Akbar Mandi). Now the management has suggested to target end consumers. Butt before rolling out on a large scale, the board has advised to test the market through soft launch in Lahore.

The duration of test market would be for one year. During this period, the management will analyze sales pattern, market dynamics (consumers' reaction, seasonal factor), and competitors' reaction and will take the corrective action if required.

Another feature of this test market is that testing in a single city reduces exposure to competitors and may make it difficult for them to know the nature of the test.

PRODUCT POSITIONING

The positioning of "Yummi Basmati Rice" is designed to communicate information about the variety and the quality of the product in order curb the competition from the competitive brands. Online and Offline marketing is suggested to create brand awareness and to generate product trials

MARKET SEGMENTATION

According to consumption pattern, the market for rice is classified into three major segments;

1.Heavy/Daily

a.Eats rice daily or several times a day

2.Moderate Users

a.The group eats no more than two or three servings each week

3.Occasional

a.Biryani/Pullao and Chinese Rice perhaps a preference dish at parties and celebration

b.People enjoy eating rice dishes even people with diabetic problem eats on this occasion

According to buying power of the rice consumers, the market for rice can be broadly categorized into four groups:

1.Lower & Lower Middle Class

a.People with income level less than 25,000 per month

b.The majority of this group look for cheap price

c.This group is the major market of broken and IRRI and price is almost equivalent to the wheat price

2.Middle & Upper Middle Class

a.Live in urban with monthly income between 25,000 to 100,000 per month

b.This segment purchases good quality rice

3.Upper & Elite Class

a.Prefer to buy high quality branded packaged rice

4.B 2 B (HoReCa, Food Service, Pakwan/Catering, Hospital, Airline)

a.Majority purchases in bulk for their different dishes

TARGET CUSTOMERS

As different people/target customers have different tastes so to cater to SEC A & B, we will offer "Yummi Banaspati Rice" to SEC C & D

oThe urban affluent and the middle & upper class (SEC A & B) which is gradually warming to the concept of buying branded rice

oUrban - Metro towns and larger cities with over one million population

oFemale age group between 25 to 55

oCustomers who look for premium quality products which deliver the optimum value

oBranded Basmati Rice User. Should shop at least once a month

COMPETITIVE ANALYSIS:

Guard is the largest selling rand in central/Lahore region and Falak is the market leader in southern region in packaged rice.

THE PRODUCT:

Our product portfolio consists of 3 premium varieties of rice, namely Yummi Hi-taste Basmati Rice, Yummi Max Steamed Basmati Rice and Yummi Everyday Basmati Rice in 5 kg and 1 kg packs.

The brand will be launched in July this year in Lahore (test marketing) and later on brand will rolled on to other regions

TAG LINE:

Zaiqa jo dil ko bhaye (Taste that touches heart)

BRAND PROMISE

Brand promise is simple, product based and to the point, states fluffy texture, free flowing, highest aroma and extra-long grain

BRAND USP

The main USP of theses premium varieties are:

Yummi Hi-taste Basmati Rice

Fluffy texture, highest aroma and free flowing

Young brand

Aged to perfection

Super Kernel Basmati Rice (Rich in taste)

Ideal for Biryani, Pulao, and other royal cuisine

Reasonably priced

Zip seal technology (flexy pouch) for prolonged freshness (5kg)

Flexy pouch (1 kg)

Yummi Max Steamed Basmati Rice

Fluffy Texture, Extra Long and free flowing (When cooked, the grain is longer and fluffer than standard white rice and does not stick together)

Young brand

Nature's Longest Rice (Uniquely, theBasmatigrain expands more than twice its dry length during cooking

Ideal for Biryani, Pulao, Zarda and other royal cuisine

The rice is reasonably priced

Zip seal technology (flexy pouch) for prolonged freshness (5kg)

Flexy pouch (1 kg)

Yummi Everyday Basmati Rice

Fluffy Texture, Long grain and free flowing

Young brand

Rich in taste

Economical price/Quality basmati rice that fits any budget

Flexy pouch with handle (5kg)

Pillow pouch (1 kg)

Ideal for daily cuisine

Please answer these 4 questions in detail, by using above information. A Microsoft word file or detailed answer will be appreciated with multiple options.

Questions 

1)Define Annual Marketing Objectives along with proposed strategies and tactics? 20 marks

2)Design Annual Marketing Budget (Month-wise)? 20 marks

3)Develop Marketing Calendar (Month-wise)? 20 marks

4)Design Launch Campaign? 40 Marks