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Project on Marketing Management

Lijjat Papad
Table of Contents:
Page
1.Introduction 1

2.Market Strategy and 2
Segmentation

3.Branding Strategy 8

1. Customer segmentation decide the product lines and variants to
target the various segments
A unique organization of the women, by the women, for the women
Shri Mahila Griha Udyog Lijjat Papad is a Women's organization manfa!tring
"arios prod!ts from Papad# $ppalam# Masala# Geh $tta# Chapati# %etergent
Po&der# %etergent Ca'e (Ti'ia)# Li*id %etergent+
The organization is &ide,spread# &ith it's Central -ffi!e at Mmbai and it's ..
/ran!hes and 0. %i"isions in different states all o"er 1ndia+
Membership has also gro&n from an initial nmber of . sisters from one
bilding to o"er 23#444 sisters throghot 1ndia+
The s!!ess of the organization stems from the efforts of it's member sisters
&ho ha"e &ithstood se"eral hardships &ith nsha'able belief in 'the strength of
a &oman'+
Marketing strategy
While other en"ironmental fa!tors may be fa"orable for Lijjat5s bsiness in it
mst !onsidered along &ith reslt of analysis li'e SW-T+ 6eeping in "ie& the
!rrent e!onomi! s!enario# espe!ially FDI the rele"an!y of SW-T is "ery m!h
apt and re*ired+ 7o&e"er# the relati"e importan!e of e!onomi! fa!tors
!ompared to other fa!tors &ill depend on the parti!lar position of a bsiness+
SWOT Analysis of Lijjit
Strengths:
8+ Womens5 empo&erment+
0+ 7ard &or'+
3+Largest papad ma'ing 9irm
2+ 7a"ing distin!t identity among
!ompetitors+
Opportunity:
8+ Captring nidentified mar'et+ Bind
spots+ i+e Proposing it as a sbstitte
for !hips and other ready to eat
sna!'s+
0+ 1n!reasing :;port+
Weakness:
8+ <o !redit+
0+ Use of modern ma!hinery in
manfa!tring+

Threats:
1/siness in the present s!enario of
FDI
0+<e& entrants in the segment
3+-ther prod!ts !ompeting &ith Lijjat
and similar prod!ts+
Mar'et segmentation is a mar'eting strategy that in"ol"es di"iding a broad
target mar'et into sbsets of !onsmers &ho ha"e !ommon needs or !ommon
desires +%epending on the spe!ifi! !hara!teristi!s of the Lijjat Papad # these
sbsets may be di"ided by !riteria s!h as age and gender# or other
distin!tions# s!h as lo!ation or in!ome+ Mar'eting !ampaigns !an then be
designed and implemented to target these spe!ifi! !stomer segments#
addressing needs or desires that are belie"ed to be !ommon in this segment.
Potential area: $t present there is an e;isting mar'et of !hips and other ready
made sna!'s &hi!h is florishing at a higher speed and is bigger than that of
papad+ 1t is proposed to target the yong grop &hi!h is the main !onsmer of
!hips+ The USP for the papad !an be# it is a Desi !rodu"t &hi!h !an be made
a"ailable e"en at small "illage shops as a ready made sna!'s.
What is Market Segmentation?
While there may be theoreti!ally 'ideal' mar'et segments# in reality there are
different &ays of imagining mar'et segments# and !reate prod!t
differentiation strategies to e;ploit these segments+
We intent to e;pe!t the belo& mentioned !riteria5s from mar'et segmentation:
1t shold be measrable and profitable+
1t shold be stable and shold be able to tell prod!t mi;+
1t shold be effi!ient enogh to tell the mar'et !ompetition+
1t shold be able to dire!t to a potential ne& !stomers+
1t responds !onsistently to a gi"en mar'et stimls+
In the case of Lijjat we can have the segmentation as given beow!
Geographic segmentation
The mar'et is segmented a!!ording to geographi! !riteria=nations# states#
regions# !ontries# !ities# neighborhoods# or zip !odes+ To meet or "ision of
rea!hing to small "illages !an be a!hie"ed by targeting small shops in rral
areas(Lo!al Mar'eting) There the prod!t !an be made a"ailable in ready to
eat# targeting small age grop !stomers.
Occasions
Segmentation a!!ording to o!!asions is based on the arising of spe!ial need and
desires in !onsmers at "arios o!!asions+ 9or e;ample# papads are liked
#u"h During Di$ali and %oli+ $nother type of o!!asional mar'et segments are
people preparing for their &edding or a fneral# o!!asions that only o!!rs a
fe& times in a person5s lifetime bt happens so often in a large poplation that
it !an be !onsidered a mar'et segment.
Demographic segmentation
%emographi! segmentation !onsists of di"iding the mar'et into grops based on
"ariables s!h as age# gender# family size# in!ome# o!!pation# ed!ation#
religion# ra!e and nationality+ :+g The type of papad sed by a different
in!ome grop &ill "ary+ $ man in lo& in!ome grop &old li'e to ha"e papad in
pri!e range from >s ? to 84+ Whi!h may not be the !ase &ith a high in!ome
grop# &here the !stomer &ill go for a little large pa!' &ith ingredients of his
!hoi!e+
Psychographic segmentation
Psy!hographi!s is the s!ien!e of sing psy!hology and demographi!s to better
nderstand !onsmers+ Psy!hographi! segmentation: !onsmers are di"ided
a!!ording to their lifestyle# personality# "ales and so!ial !lass+ Consmers
&ithin the same demographi! grop !an e;hibit "ery different psy!hographi!
profiles+ The belo& mentioned pi!tre depi!ts ho& the psy!hographi!
segmentation helps nderstanding !stomer+
Positive market segmentation
Mar'et segmenting is di"iding the mar'et into grops of indi"idal mar'ets &ith
similar &ants or needs that a !ompany di"ides into distin!t grops &hi!h ha"e
distin!t needs# &ants# beha"ior or &hi!h might &ant different prod!ts and
ser"i!es+ /roadly# mar'ets !an be di"ided a!!ording to a nmber of general
!riteria# s!h as by indstry or pbli! "erss pri"ate+ The re*irement of a
papad by a old age home &ill be different than that of a boys hostel+
Behavioral segmentation
1n beha"ioral segmentation# !onsmers are di"ided into grops a!!ording to
their 'no&ledge of# attitde to&ards# se of or response to a prod!t+ 1t is
a!tally based on the beha"ior of the !onsmer+

.
"sing segmentation in customer retention
The basi! approa!h to retention,based segmentation is that a !ompany tags
ea!h of its a!ti"e !stomers &ith three "ales:
1s this !stomer at high ris' of !an!eling the !ompany's ser"i!e@
-ne of the most !ommon indi!ators of high,ris' !stomers is a drop off in sage
of the !ompany's ser"i!e+ 9or e;ample# in the !redit !ard indstry this !old be
signaled throgh a !stomer's de!line in spending on his or her !ard+
1s this !stomer &orth retaining@
This determination boils do&n to &hether the post,retention profit generated
from the !stomer is predi!ted to be greater than the !ost in!rred to retain
the !stomer
What retention ta!ti!s shold be sed to retain this !stomer@
9or !stomers &ho are deemed &orthy of sa"ing# it is essential for the
!ompany to 'no& &hi!h sa"e ta!ti!s are most li'ely to be s!!essfl+ Ta!ti!s
!ommonly sed range from pro"iding spe!ial !stomer dis!onts to sending
!stomers !ommni!ations that reinfor!e the "ale proposition of the gi"en
ser"i!e+
0+ /randing strategy A de!ide and jstify the "ale proposition and brand
e;tensions based on the prod!t lines
#efinitions of $ran% Strategy &
1t !an be defined as a plan for the systemati! de"elopment of a brand &hi!h
&ill enable it to meet its agreed obje!ti"es+ The strategy shold be rooted in
the brand's "ision and dri"en by the prin!iples of differentiation and sstained
!onsmer appeal+ The tre brand is the sm total of the per!eptions of all the
ingredients &hi!h !ontribte to re"enes and profits+
'ore (aues bui%ing Lijjat $ran%&
The brand is ha"ing the strength of &'onsistently (ood )uality* as its +S!
+The Lijjat brand is bilt on !ertain !ore "ales that ha"e been ingrained into
the entire system+ The "ales are
a+ Ma'e sre that the pro!ess rns smoothly
b+ :nsre the highest *ality standards
!+ gi"e the prod!t at a good pri!e
d+ Good !orporate go"ernan!e and profit sharing+
)romotiona Strategy&
The !ompany belie"es that the best promotion it re!ei"es is by the $ord of
#outh+ Therefore it fo!ses more on *ality and !ost effe!ti"eness rather than
e;pensi"e methods of ad"ertising+ The total e;penditre on ad"ertising is
appro;imately only4+0 per!ent of the trno"er+
)ro*ose% $ran%ing Strategy&
The brand !ommni!ated its Crispness and *ality throgh its ads+ The ads
featre a /nny (mas!ot) and a "ery poplar jingle ,-hurra# -harra#* To
meet the "ision of in!reasing the mar'et share in "illages the prod!t !an be
highlighted &ith a pn!h name of India ka !apad+ This Pn!h line &ill help to
e;tend the brand "ale+ $ll the good indigenos things sed to ma'e !an be
!ompare to the side effe!ts of the !hips &hi!h a dominant prod!t in the
mar'et+ Lijjat papad is a brand &ith a differen!e +This brand is a spe!ial one
be!ase it ma'es a differen!e in the li"elihood of thosands of poor &omen in
1ndia+ This is the ni*eness &hi!h the prod!t has as an edge from others+
9rom a stdy it is e"ident that the se of papad as sna!'s is lo& as !ompared to
its se as other segmentation in same grop+
The promotional strategy !an be proposed &ith tie ups $ith Leading
.estaurants &here it !an be ser"ed as an sna!'s or appetizer+
Promoting as an best 1ndian sna!'s &ith the help of using the e/isting 0rand
i#ages of the prominent food !orners and sna!'s !orner+
The Lijjat Papad &ill ha"e the /randing strategy to !ompete &ith other
prod!ts in the same segments rather to any other papd prod!t+ 1t &ill pa"e a
ne& path &hi!h no any other !ompany has tried yet+ 1t is based on the
philosophy of al$ays lead and ne1er follo$+
/eyond the rral se!tor# for rban and e;port segments the Papad !an be
proje!ted as a form of Indian "rispy 0read+ 1t is ta'en as sna!'s and also as a
dish &ith ln!h and dinner+ Lijjat has be!ome an integral part of the 1ndian
palette throgh sheer determination and hard &or'+
$ran% +,tension
When a firm mar'eting a prod!t &ith a &ell de"eloped image ses the same
brand name in a different prod!t !ategory it is !alled /rand e;tension or
brand stret!hing+ 1t !an be termed as# sstainability jst from the reno&ned
name+
1t is said that brand's Be;tendibilityB depends on ho& strong !onsmer's
asso!iations are to the brand's "ales and goals+ 1t is !learly "isible in !ase of
Lijjat Papad+
The primary and the most admired prod!t of the !ompany is papad that are
a"ailable in "arios sizes and types+ The !ompany also prod!es Ceera Papad
that is also a &ell 'no&n prod!t of the brand+ They e"en manfa!tre the
traditional $ppalam papad that is a famos addition to the Soth 1ndian
sa"ories+ 1t is also sed for the preparation of !apad -i Sa02i that is a &ell
'no&n 1ndian deli!a!y+ Lijjat Papad is also a leading manfa!trer of traditional
papad that are a"ailable in "arios sizes and fla"ors and add spi!e to yor food+
They also ha"e the ready to mi; masala prod!ts that are a"ailable in bo;es
and are made for different taste needs+
Other Products where Brand Extension e!uired"
$lthogh all prod!ts from Shree Mahila Gram Udyog ha"e different "ale
proposition# the brand name of the Lijjat !an be e;tended along &ith
maintaining the "ale proposition &hi!h the prod!ts ha"e from beginning+
Shree Mahila Gram dyog also pro"ide Geh $tta or the &heat flor that are
sed for preparing "arios hosehold dishes+ The pa!'ages are a"ailable in
"arios sizes as per the sitability of the !onsmers+ They e"en sell readymade
Chapatis at nominal pri!es that are ready to eat prod!ts at any time of the
day+ $part from the food prod!ts the !ompany also manfa!tres detergent
prod!ts that are sed for &ashing !lothes+ These detergents are a"ailable in
"arios sizes and types as per the !leanliness re*irements of the !onsmers+
With all s!h prod!ts the name form the #anufa"turer of Lijjat !apad !an
be sed+
To flfill the "ision ne& pa!'ing in the form of ready to eat &ith same brand
!an be sed+

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