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PRODUCT: VERKA KAJU PINNI

Team LOCAL PRODUCT MANAGERS


IMI, New Delhi
INDUSTRY
Verka Kaju Pinni comes under the Packaged Food Industry. This industry is on a high growth
mode in India. It is expected to grow with a CAGR of 4.5% in the coming five years. The
concept of packaged food exists due to parameters such as easy consumption, handling and
safety from external tempering.
Changing lifestyle,convenience of consumption and increased health awareness are major
factors driving the growth of packaged food market. Packaging material used for food
should be convenient for carrying, displaying, opening and closing.
The major obstacles to the growth in market are because of contamination of food and
regulations of government.

MARKET ANALYSIS
Market size: $500 million Indian market
Market trends: Growing affinity towards hygienic packaged food.
Product: Packaged Verka Kaju Pinni
Price: Rs 15 per 40 gram pack of 1 peace & Rs 150 for a box of 400 gm packets (10
pieces).
Place: Confectionary stores, Departmental stores, e-Commerce websites.
Promotion: Social media campaigns, Word of mouth, Incentivising dealers and store
owners

SEGMENTATION

Psychographic: It can be divided into lifestyle and benefit based segmentation.

Lifestyle: Segmentation based on lifestyle of people, their activities


interests and habits.
Benefit based: Segmentation based on benefit seeking customers.
Demographic: Segmentation was carried out based on the age.
Behavioural: Segmentation is based upon attitude of the customers.

TARGET

Psychographic:

Sweet tooth: People who have craving for sweets.


Hygiene: The target is people who prefer hygiene.
Demographic:

Our main target customers are the people of age above 45 years, who
like to have something sweet rather than salty.
Our potential customers are all the people who would like to have
something sweet after their meal.
Behavioural :

The target is people who are emotionally connected with the local
products.

POSITIONING
Festival gifts
Indigenous sweets

COMPETITORS

Similar products of brands like Novelty, Bikanervala, Nathu sweets, etc

COMPETITIVE ADVANTAGE

Besan ladoo Transportation difficulty


Halwa Packaging difficulty
Local sweets Hygiene factor

VALUE PROPOSITION

Quality: Pure Desi Ghee sweets. Suppliers of pure milk and desi ghee are the dairy
farms of local villages.
Regional: This product has a local connect.