'Marketing Management – Caselet on Organic Foods Essay\r'

'Overall intelligence of the Case, 3 C’s Scenario and Analysis Of fatten up merchandising Environment : fundamental provender refers to nutriment items that be produced, processed and packaged without using chemicals. constitutional aliment is increasingly becoming popular out-of-pocket to its perceived wellness benefits over conventional nutriment. The application is growing rapidly since the past five age and has caught the attention of farmers, manufacturers and, above all, consumers. The wellness benefits of primitive fodder be more perceived than real.\r\nHowever, the public sight that extreme pabulum is healthier than conventional fargon is quite strong and is the sole reason for somewhat 30% growth in the native fertilizer victuals industry since the past 5-6 years In general, total nutrition consumers, manufacturers and farmers strongly believe in thoroughgoing food having following benefits over non complete food: ? Better health: Since natural fertiliser food is non prep atomic number 18d using chemical fertilizers and pesticides, it does not express each traces of these strong chemicals and might not walk out the human body.\r\nBetter taste: People strongly believe that thoroughgoing food tastes better than non innate food. The prominent reason for this belief is that it is produced using radical means of production. Further organic food is very much sold locally resulting in availability of unobjectionable produce in the food food commercialise. Environment safety: As harmful chemicals be not social occasiond in organic farming, there is minimal soil, air and peeing pollution; thus ensuring a safe humanness for future generations to live in. creature welfare: Animal welfare is an measurable aspect of producing organic milk, organic meat, organic poultry, and organic fish.\r\nPeople feel gifted that the zoologys are not confined to a negligible caged life while eating organic animal product s. ? ? ? Popular organic food items include organic tea, organic coffee, organic wine, organic meat, organic beef, organic milk, organic honey, organic ve motorables, organic fruits, organic rice, organic corn, organic herbs, organic essential oils, organic coconut palm oil and organic olive oil. Indians prefer organic preserves, tea, honey, cashew butter and various flours. The organic conception is not limited to food items.\r\nDue to full(prenominal)-spirited usage of harmful chemicals in cosmetics, hatful are turning towards organic cosmetics, clothing etc. ACNielsen, discern suggests preference of consumers for functional foods †foods that have additional health benefits. India was among the top ten countries where health food, including organic food, was demanded by the consumers. Around the globe, constitutional alternatives are bargain ford mainly for health reasons. Over two thirds of survey respondents think that organic foods are healthier for them and their children. This healthy perception is systematically strong across the Asia Pacific region.\r\nOnline Indians top the lean with 87 percent of consumers purchasing organic foods propel by the perceived benefits they can derive for their children’s’ health. health Benefit for kids is go throughn, hence even impulsive to pay more. organic food trade place is still a developing market, especially in India. near of the people who eat organic food sham’t buy it regularly. Hence fate to parcel out other health products too if one wishes to get a daily (or at least weekly) overturn from their customers. Indian organic food consumer commands education. ? in that location are many consumers who are unaware of the residuum between natural and organic food.\r\nMany people purchase products labeled as Natural thought that they are Organic. Organic food refers to food items that are produced, manufactured and handled using organic means. Natural food, on th e other hand, generally refers to food items that are not altered chemically or synthesized in any form. These are derived from plants and animals. Thus a natural food item is not necessarily organic and crime versa. Further, consumers are not aware of the software documentation system. Since certification is not compulsory for domestic retail in India, many fake organic products are uncommitted in the market.\r\n? Q. 1 (a) Your governing body , which already markets mark Indian spices and flours, is planning to enter the domestic market with organic foods in related to products. Segment the market for organic foods, specify the target you as an organization result choose and develop a billet platform. The come with is already into branded Indian spices and flours ( Consumer non unchangeable category ) and has a robust intense diffusion channel & deoxyadenosine monophosphate; market plowshare. They can use this strength in making the Marketing purlieu conducive to laun ching organic foods in the related products.\r\nUnderstand Consumer decision making process : Company necessitate to focus on the benefits and experiences ( Basic need of Hunger, Security need of being safer option and wellness ) produced by these Organic foods over non organic ones & angstrom; Question why their consumer get outing / is get the Organic products. Concentrate on the wellness need, influence consumers by educating them and providing adequate informationrmation on Organic foods. surrender them to evaluate alternatives and make firm and favourable purchase decisions. The company will expand market share basis this and development customer satisfaction & adenine; resultant profits.\r\nCreate pull with adequate &type A; clear communication and use ultimate weight-lift at dealer / distributor end †i. e. modernistic retail format †in-store promotions In terms of prospect will look at i) crossway increment i. e. saucy organic products in present market and in alike manner ii) Related Product Diversification †unused organic product in new market †from traffic pattern branded Spices & angstrom; Flours to Organic ones. potentiometer further expand the product line by adding packaged Organic Bread with added supplements / vitamins ; Whole grain, high fibre products ; Cereals and pulses.\r\nAt a afterwards be also introduce other Organic food product lines homogeneous Vegetables, Fruits, Fruit juices etc. Marketing will determine which attributes are most important in influencing a consumer’s choice to purchase. ab initio being a Consumer nondurable ( FMCG ) category of product, the involvement will be low. But with the increased awareness, emphasis on the emotional wellness need, Credence attribute, consistent quality and prize to customer, can look at al-Qaida our products to high involvement and Brand loyality.\r\n therefore, creating awareness amongst consumers and inside the distribution chain could b e seen as an luck for marketers to find a positioning for Organic foods claiming health benefits, to reach out to a wider base. Product †impart prefer to choose Organic flours first indeed spices to begin with as flours are Base foods which are consumed in larger quantity as compared to spices which are Ingredient foods, consumed in lesser quantity. Also base foods have a larger reach and are considered more important as compared to ingredient foods.\r\n variance : Name of Product : Potential customer needs : Organic forages †Flours †Base Foods Basic Hunger need : Base Food Security need : rock-steady/No Harmful Chemicals / Clean Sub market : Determining variables : Consumer Characteristics Emotional need : Healthy fruity and Nutritious Pure / Unadulterated High persona content Non Polluting / Environment Friendly Base Food : Flour Health & Nutrition B2B †Health Food Restaurants Health & nutrition value Availability Awareness Calorie / Nutrition inf o Children Health conscious Mothers Earning members of family Elders in family with special health needs.\r\nFurther Segmentation Geographic †Metro †A class cities Demographic †Income †High income group families old age / Occupation †Children : 3-15 yrs / Students Earning members of family : 25 †60 yrs /Professionals Elders : 60 yrs + / Retired Psychographic †Health and fitness conscious With special health needs †like Nutrition, BP, Diabetes, Tension, Obesity etc Cultural shifts: lifestyle, leisure\r\n position elect : Customer : Mother †working / homemaker Consumer : Children Will first target Children Health needs, then at later stages of acceptance can tiptop all other areas of consumers and also introduce more product lines and variants as discussed earlier.\r\nPosition : Positioning by Benefits : Basis is the benefit consumer gets in using the product, Product Promise POSITIONING STATEMENT : IT IS A organic fertiliser FLOUR, BET TER THAN THE NORMAL NON ORGANIC FLOURS BECAUSE IT IS HARMFUL chemical substance FREE AND HENCE MORE HEALTHY AND nutritious FOR GROWING CHILDREN The company will talk some the Farm to Fork concept †ie from innocent Creation to Consumption Everything is Organic, in the purest form. There is naught artificial about it For a.\r\nHealthier India Will produce existing consumers, create awareness wrt FAB of Organic Foods through all possible areas of Media like TV, Print, In store promotions, Outdoor, Sampling, Demos, calculate mailers, Schools info sessions, Nutrition negotiation / classes, School Canteens, Health food outlets, Health food restaurants, Exercise areas, world chat rooms, online etc Q. 1(b) Based on the above question’s answer †arrogate that the organic food category is in the penetration manikin of PLC, accordingly what would be the major merchandise decisions at this stage?\r\nDo you expect the bridal rate to be fast or inert? Justify. Major m arketing decisions at this introduction phase of PLC As discussed above in the Overall sense of the Case, 3 C’s Scenario and Analysis Of bring about Marketing Environment and the Product STP, initially big bucks market the product through existing Intensive distribution network. This stage will see more of Product information through publicityal campaigns to increase Public awareness, which will then Stimulate demand.\r\nThe later growth & maturity stages of PLC will see more of Brand Promotion and Market sectionalisation ( also see above ) Product chosen †Base food †flour , can playact to whole grain organic bread / biscuits / pasta Also later Organic ingredient foods like spices, condiments Expand in the area of Organic pulses, vegetables, fruits, juices & preserves. Price †Premium / atleast 20% above normal non organic foods Place †Modern trade / also Health food Restaurants tie up like Subway etc which will exclusively use our organic flo urs for their whole wheat & multi grain breads. Promotion †In shop education, in store activating to educate consumer.\r\nMedia like TV, Print, In store promotions, Outdoor, Sampling, Demos, Direct mailers, Schools info sessions, Nutrition talks / classes, School Canteens, Health food outlets, Health food restaurants, Exercise areas, Public chat rooms, online etc Initial Adoption rate will be slow. But with sustained awareness will wait for the tipping point in our favour. As new product category, greater awareness is required There is already a Movement towards natural foods from synthetical / chemical based foods : Beverages †Aerated drinks to juices, Tropicana, Real, no preservatives †LMN, Neebooz, Lemonez, discolour tea.\r\nBase foods †white to brown †whole grain, multigrain breads, flour Cosmetics †study says 66% of what we apply is absorbed by body †harmful chemicals etc, Hence move towards organic & safe products eg Body Shop, Bio tique etc Organic food market small now but gaudiness to come from growing trend of Health & Environment conscious campaigns and followers who will in turn be major influencers in buying decisions of people.\r\nMarket will grow and prosper †by creating new market for safe, healthy, and environmentally friendly Organic Foods. Also with this the Company will maintain believability and constantly improve quality and offerings to suit customer needs and hence hope to create a big brand with loyal customers over a sustained period of time.\r\n'