Rice Flour Murukku

Introduction
Until foreign forces invaded our fair isle, we were a
nation second to none because we were self sufficient
in our staple food, rice. Rice was not only our staple
food but was also the base for many a short-eats and
sweetmeats.
With the commencement of the foreign market forces,
the degradation and regression of our nation started
with the introduction of imported rice in place of our
own, wheat flour, and milk-powder of multinationals
that made us malnourished and lethargic
Rice Flour Murukku

Considering the present situation, there is a new

trend being designed for fast foods made out of
rice flour in Sri Lanka. This is due to the
growing demand for fast foods which are very
healthy since a person has got health conscious.
Driven by this demand for Healthy Fast Foods
, many a companies have emerged to supply the
growing need of the people with many a Rice
based products.

Rice Flour Murukku

Industry Analysis
FastRice
Wheat
foodflour
inflour
SriProducts
Lanka
Products

Rice Flour Murukku

RICE PRODUCTION TRENDS WORLDWIDE

The 2011/12 global rice production forecast was raised 2.65 million tons in the
month of March 2012 to 465.4 million tons (milled basis). The crop is almost three
percent above a year earlier and the highest on record.
Australia, Bangladesh, China, Egypt, the EU, India, Indonesia, Pakistan, and Sri
Lanka account for most of the projected year-to-year increase in global production
in 2011/12.
In contrast, production is projected to be substantially lower in 2011/12 than a year
earlier in Argentina, Brazil, Burma, Ecuador, Peru, the United States, and Uruguay.
By region, production was record-high in Asia, but down sharply in the Western
Hemisphere.
The bumper global rice crop is largely the result of expanded area. At 160.2 million
hectares global harvested area in 2011/12 is up 2 percent from a year earlier and the
highest on record. South Asia accounts for most of the projected increase in global
rice area 2011/12. The average global yield of 4.33 tons per hectare (rough-basis) is
fractionally above a year earlier and the highest on record.
(Information courtesy, ERS/USDA and www.wherefoodcomesfrom.com )
Rice Flour Murukku

Reasons for new product

Food is an essential aspect for maintaining life. Rice in
particular provides many nutrients essential for life. In Sri
Lanka 99% use this for day to day life.
The purpose for developing new Rice Murukku products
could be due to:
A gap in the market, e.g. Wheat flour food products
New consumer pressures, e.g. economic crisis
Drop in customer loyalty or loss of market share
New ideas or technology
An emerging consumer demand, e.g. convenience, health or
indulgence.
Rice Flour Murukku

Sooriya Product (Pvt) Ltd

Sooriya Product will produce manufacture, package and
distributor of local food products.
Sooriya Product will be an Indigenous appreciates and
environment-friendly company dedicated on sustainable
development and corporate social responsibility, as a
service to society and preservation of nature.
Sooriya Product is going to make the best quality Rice
products from using the best local ingredients.
Rice Products will go to make, with using advanced
technology and many different flavors for utmost
customer satisfaction.
Sooriya Product headquarter will be situated in
Katunayake.
Rice Flour Murukku

Mission
MISSION
To be a leading producer of fast food based
on dedication to nature, corporate and process
Hygiene, dynamic leadership and commitment
to our partners and stakeholders.

Rice Flour Murukku

Vision
To be Sri Lankan Premier fast food Company,
offering nutritious & superior quality tasting foods to
its consumers.
By 2018 we aim to achieve 30% of Market Share, and
while doing.
it we would be the best in terms of consumer
value, customer service, employee talent, and
consistent and predictable growth.

Rice Flour Murukku

The strength of Sooriya products Rice Murukku

Present rice production in Sri Lanka is around 4.8 million M/T and
this industry sustains about 880,000 farmer families.
Year round price-stability for local rice will be an incentive and
assurance for our rice farmers ameliorating their living standards.
Getting the general public use to eating rice-Murukku in place of
more familiar wheat flour Murukku will substantially reduce the
import of wheat flour thereby saving foreign exchange.
One of the main reasons for diabetes, a major health hazard we Sri
Lankans are facing today is due mainly to the consumption of wheat
flour.
It will be a revolutionary project to free us from the present servile
economy.
At the same time it will be the beginning of a new food culture. (SS)
Rice Flour Murukku

Why this Product?

Factors Driving Demand for Our Product

1) Changing age profile- A relatively larger share of young

population which has the ability to spend on fast foods
2) Increase in income- The middle and upper middle income
groups growing at a faster rate than in developed countries
resulting in higher spending on food
3) Social changes- Increasing number of working women

Rice Flour Murukku

Why this Product?

4) Life style factors- Increasing health
consciousness and need for convenience fruit
drink
5) Availability of Organized Retail outlets- These
provide the much needed forward linkages

Rice Flour Murukku

Target Market
Primary Market
Kids Fond of Sweet
Teens More experimental
Youth Experimental and more buying power
Working People
Housewives
Elderly people

Secondary Market
Travel Industry
Airlines, Railways and Local Transport Systems
Recreational
Movie Theatres, Malls, Amusement Parks.
School, Colleges
Hotels, Restaurants, Bars etc.

Rice Flour Murukku

Market Segmentation
Market segmentation is the process in marketing of
dividing a market into distinct subsets (segments)
that
behave in the same way or have similar needs
Variables Used for Segmentation
1) Geographic variables
2) Demographic variables
3) Psychographic variables
4) Behavioural variables
Rice Flour Murukku

Market Segmentation Variables

Geographic Demo
By leveraging the benefits of
liberalization and
integration of the markets of the
world, FP will
seek to serve both domestic and
international
customers.
Metropolitan Cities, major
cities/towns of the
states.
Density of Area: Urban, Semi-urban,
Rural.
Climate: Tropical

Demographic
Age all age group
Gender Both Male and Female
Family size - doesnt matter
Education - doesnt matter
Income middle & hi end
consumer
Occupation student, working
and retired people
nationality/race doesnt matter
language - doesnt matter
Rice Flour Murukku

Market Segmentation Variables

Psychographic
Personality
Lifestyle
Value
Attitude

No
Yes
Yes
Yes

Behavioural
benefit sought
product usage rate
brand loyalty
profitability
income status

Rice Flour Murukku

Major Competitor Analysis

MGM
DISTRIBUTORS & CO

RAIGM FOOD

Rice Flour Murukku

SWOT Analysis
INTERNAL

STRENGTH

Weakness

Adequate availability of raw

Seasonal availability of

materials

Rice flour

Price, a competitive advantage Brand acknowledgement

Natural Product.

Late entry into the

market.
Rice Flour Murukku

SWOT Analysis
EXTERNAL

Opportunity
Participation with a growing
industry.
Competitive advantage over
Wheat flue products
Success of incredible Sri
Lanka
campaign
Possible deal with
government

THREATS
Cut throat competition
Unstable government
policies
Rising Global Warming
Rice Flour Murukku

Marketing Mix (4 Ps)

Product: Rice Murukku is a Fast food its made by 100% Local
Rice flour
which will be produced and marketed by the Sooriya
Products Ltd.
Brand Name is Rice Murukku.
However, customers requirements change over time.
In order to meet these changes, Different taste (hot,
sweet, chicken.) Different shapes and Different
size.
Rice Flour Murukku

Our Product variation

Chicken
flavored

Garlic
flavored
sweet
flavored

chili
flavored
Rice Flour Murukku

Place: -

Sooriya Products they used outsourcing rice

flour for their products .Then they manufacturing
And packaging of Rice Murukku, under Sooriya
Products brand.
Use white and red rice flour for the product.
Rice flour would be purchased from local farmers
Mode of Transport: Road Transport

Rice Flour Murukku

Price: As a new comer Rice Murukku pricing

strategy is to introduce our products in the
market at lower prices so as to create huge
demand in the market and then compete with
other competitors. First price 200g is Rs:100
As we come up in the demand, we will increase
our prices and will provide more efficient and
affordable Rice Products.
Rice Flour Murukku

Promotion : Sooriya Products mainly focus is on nationalist group and

health conscious people,
We can Increase nationalist advertising by using TV and Radio
Commercial.
At Sooriya Products the prime focus is on targeting children. In
happy meals too which are targeted at children small toys are
given along with the product.
As we are in the Introduction phase, our objective is to create
brand awareness through Informative Advertising.
Use of Print Media, Radio Advertisement, Hoardings in Public
Spots, Sample Distribution, Organizing Events, TV Commercial
etc.
Rice Flour Murukku

Promotion : Tie Up with major Cinema halls to promote our products during
Intervals.
In-film advertising, in its most effective form, is about a brand
being a part of the cinema's content
Web Marketing:
Social Networking: In order to reach out to the TA and ensure that
they feel more connected with the brand it is necessary to start
making conversation.
By using face book and twitter we can create a community and
Fan page
Rice Flour Murukku

Direct Channel
Sooriya Product will have a simple distribution
network. In evaluating possible channels,
the business will first analyze the distribution
channels used by area competitors.
The business distribution channel will consist of the
use of local distributors, wholesalers, and retailers.
The professionals at Sooriya Product will shop
online wholesalers for the purchase of Products.
Stylists will use local distributors and retailers for
the purchase and resale of hair products,
accessories, and supplies.
Rice Flour Murukku

5 Year Planning

Target of capturing 5% of the market share within a year and

30% by 2017-end
Initially we would be outsourcing the processing of Rice, but
after 3 years we would check the feasibility of starting our
own
Farming processing plant.
We would open Satellite Branches in Major Cities to
facilitate
product training & improve on Market Share.

Rice Flour Murukku

References

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Rice Flour Murukku

Thank YOU

Rice Flour Murukku