Ask Question, Ask an Expert


Ask Management Theories Expert

Case Study:

After introducing popcorn and Sundrop cooking oil, ITC Agrotech launched wheat flour (atta) under the brand name Healthy World. US-based, food products firm, Conagra, has 51 % stake in ITC Agrotech. The vice president says, ‘We took an Indian. Perspective out of the Conagra portfolio, with relevance to, the local palate.... Healthy World marks our entry into mass market products’.

Priced at Rs 18.50 for a 1 kg pack, Healthy World in packs ranging from 500 gm to 5 kg. ITC Agrotech claims which it spent nearly one year on R&D before launching Healthy. World, benchmarking it against national players in the branded atta category, players such as Hindustan Lever Limited (Annapurna) and Pillsbury. There are some regional brands too. Parameters like softness, taste, color and texture preferences are said to have, been looked into in detail before finalizing the variant. “Our research revealed that the preferences in the North and South of India differ distinctly across almost all parameters of atta. While creamish to white color and finer size is favored in the South, the North consumer is more discerning as far as taste goes,” informs the marketing manager.
Consumers in the South are more receptive to branded atta, however the North leads in consumption, where average monthly household consumption is 27 kg as against just 3 kg in the South.

Conagra claims- to be the largest miller in the US. ITC Agro took over the atta manufacturing part of a partner in Chennai to streamline it in line with its parent company’s manufacturing process. What will as well help ITC Agro is the fact that it has established itself as a health conscious manufacturer with sundrop. The distribution network is already in place. However, the Healthy World packs too leverage this with the image of the boy somersaulting (The Sundrop trademark) with the proclamation “from the makers of Sundrop”.

The branded atta market is estimated to be in excess of Rs. 350 crore, with category advertising spend of around Rs. 20-25 crore. The theme line of Healthy World says, “More health. More Energy”.

problem 1: Develop a sales promotion plan to promote continued consumption of Healthy World in North India.

problem 2: How would you make your sales promotion competition proof?

problem 3: How would you assess the results of this promotion?

Management Theories, Management Studies

  • Category:- Management Theories
  • Reference No.:- M95155
  • Price:- $50

Priced at Now at $50, Verified Solution

Have any Question? 

Related Questions in Management Theories

Task - develop a charter for the rals rostering project

Task - Develop a charter for the RALS Rostering project including: Include the project description and overview you have developed as part of your preparation for Assessment. Part One: MOV - Measurable Organisational Val ...

International engineering managementfollowing advice from

International Engineering Management Following advice from an agent in Vietnam TNA have an opportunity to purchase a majority interest in a small local firm that manufactures equipment for the food processing and packagi ...

1prospectusthe prospectus is the first portion of a three

1. Prospectus: The prospectus is the first portion of a three part project. The best way to define a prospectus is it is a document that gives some general direction about the information you need to investigate and the ...

Project costing - final assignment the circumstancesyou are

Project Costing - Final Assignment The Circumstances You are employed by a company in Australia and the CEO has decided that the company should bid for work in a new area of business. The CEO requires a briefing document ...

Pro-active reputation managementidentify a fortune 500

Pro-Active Reputation Management Identify a Fortune 500 company that is prominently in the news - not suffering from a major crisis - and analyze how it is proactively managing its corporate reputation. Articulate what y ...

Case studysupply chain management at regal marinemonte

Case Study Supply chain management at Regal Marine Monte Carlo harbor. Caption: Regal customers expect luxury and value. Read the case study that follows. View the video tour of Regal Marine that addresses its supply cha ...

A section no more than 750 words on research into

A section (no more than 750 words) on research into self-efficacy on a topic of your choice. For example, there is research on self-efficacy and nursing, sports, business, IT, rock-climbing and many other topics. You sho ...

Strategic information system business reprot assignment- in

STRATEGIC INFORMATION SYSTEM BUSINESS REPROT ASSIGNMENT- In groups of three or four, you will be required to conduct research on AIS/ERP Systems for your client, including define business processes, develop business requ ...

Over the past two weeks you have reviewed the us government

"Over the past two weeks you have reviewed the U.S. Government Accountability Office report, GAO-15-297, Management Needs to Address Reporting of IRS Investments' Cost, Schedule, and Scope Information. Based on what you ...

Topic planning toolstechniquesgeneral framework discuss the

TOPIC: planning tools/techniques General framework: Discuss the planning function in the context of the work of the manager. illustrate with a case study. Individual components: Explain the techniques through the use of ...

  • 4,153,160 Questions Asked
  • 13,132 Experts
  • 2,558,936 Questions Answered

Ask Experts for help!!

Looking for Assignment Help?

Start excelling in your Courses, Get help with Assignment

Write us your full requirement for evaluation and you will receive response within 20 minutes turnaround time.

Ask Now Help with Problems, Get a Best Answer

A cola-dispensing machine is set to dispense 9 ounces of

A cola-dispensing machine is set to dispense 9 ounces of cola per cup, with a standard deviation of 1.0 ounce. The manuf

What is marketingbullwhat is marketing think back to your

What is Marketing? • "What is marketing"? Think back to your impressions before you started this class versus how you

Question -your client david smith runs a small it

QUESTION - Your client, David Smith runs a small IT consulting business specialising in computer software and techno

Inspection of a random sample of 22 aircraft showed that 15

Inspection of a random sample of 22 aircraft showed that 15 needed repairs to fix a wiring problem that might compromise

Effective hrmquestionhow can an effective hrm system help

Effective HRM Question How can an effective HRM system help facilitate the achievement of an organization's strate