Ask Question, Ask an Expert

+1-415-315-9853

info@mywordsolution.com

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

What is a cost-benefit analysis what is the difference

What is a cost-benefit analysis? What is the difference between intrinsic value and acquired value? What is single loss expectancy? What is annual loss expectancy? What is the difference between benchmarking and baselini ...

Read the following articlepreston g moon j simon r allen s

Read the following article: Preston, G., Moon, J., Simon, R., Allen, S., &Kossi, E. (2015). The relevance of emotional intelligence in projectleadership. Journal of Information Technology and Economic Development, 6(1), ...

Communication - final project - discussiontopic management

Communication - Final Project - Discussion Topic: Management Reports Management reports have been a prominent topic the past few years. The term "Management Reports" can be understood in a variety of different contexts a ...

Assignment inventory management systemsyour sister owns a

Assignment: Inventory Management Systems Your sister owns a small clothing store. During a conversation at a family dinner, she mentions her frustration with having to manually track and reorder high demand items. She wo ...

What is the difference between qualitative measurement and

What is the difference between qualitative measurement and quantitative measurement? What is the OCTAVE Method? What does it provide to those who adopt it? How does Microsoft define "risk management"? What phases are use ...

1 simon mallsimons mall has 10000 square feet of space to

1. Simon Mall Simons mall has 10000 square feet of space to rent and wants to determine the types of stores that should occupy the mall. The minimum number and maximum number of each type of store are given in the spread ...

This milestone focuses on the topic of compensating

This milestone focuses on the topic of compensating employees. Using the material on compensation provided in this week's lesson and the case study, write a short paper in which you: Describe the compensation philosophy ...

The ceo of skywrench was impressed with your project

The CEO of SkyWrench was impressed with your project management skills and has asked you specific questions about project management maturity models. However, he is confused with the choices. Given your knowledge of the ...

You have just been promoted from front-line supervisor to

You have just been promoted from front-line supervisor to be one of the firm's senior managers. During your business education, you learned that the primary role of a manager is to make good decisions. As a supervisor, y ...

Assignment - case studyassessment taskthe goal of knowledge

Assignment - Case Study Assessment task The goal of Knowledge Management (KM) is to increase the quality of the contributions people make to their organizations by increasing their motivation: helping people to take resp ...

  • 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

Section onea in an atwood machine suppose two objects of

SECTION ONE (a) In an Atwood Machine, suppose two objects of unequal mass are hung vertically over a frictionless

Part 1you work in hr for a company that operates a factory

Part 1: You work in HR for a company that operates a factory manufacturing fiberglass. There are several hundred empl

Details on advanced accounting paperthis paper is intended

DETAILS ON ADVANCED ACCOUNTING PAPER This paper is intended for students to apply the theoretical knowledge around ac

Create a provider database and related reports and queries

Create a provider database and related reports and queries to capture contact information for potential PC component pro

Describe what you learned about the impact of economic

Describe what you learned about the impact of economic, social, and demographic trends affecting the US labor environmen