BREAK FAST : THE CEREAL KILLER

By GROUP 5 : Krishna Sai Annepu Kapil Batra Manideep Nulu Sanya Ratan Rithika Dang Fen Joe Sebastian

 Concerned Product : Healthee Cereal Parent company : Energee Foods

Product Assortment of Energee Foods : Ready-to-cook and eat instant foods including : a. Instant dosas and idlis b. Baked beans c . Jams and d. Canned cooked vegetables e. Cereal

Energee foods entered the cereal market considering the growth of cereal market in India.

The sales were not as high as expected.

 Problems faced by healthee cereal in the market :

1. Peoples perception of cereal as incomplete food 2.Competition in the market against a big fish kellogs 3.Existing positioning of cereal as a Breakfast food item.

4.Similar product offering.

5. competition with milk supplements such as boost, hersheys hot chocolate, protinex etc.

Important / noteworthy points in the case : 1. Its not possible to change the eating habits of indian customers to increase consumption of the companys product 2. Eating habits depend on a. Demographic factors b. Geographic factors c. Nature of work d. Working conditions e. Time at which they prefer to have their break fast 3.Cereal is seen and treated just as a supplement to milk. 4.Positioning the product as a nutritional food will prove to be a disaster. 5.The biggest challenge is to reposition the product in the consumer s minds 6.It is important to communicate to the consumers, how and how else the product can be utilized. 7.Innovation in the usage of product contributes to the how else aspect of the product utility. 8.All of Oms suggestions were given while keeping an Indian house wife in mind,since,she is the decision maker in the kitchen.

Geographic Demographic 1) Metro 1) Housewives 2) Urban 2) Working 3) Semi-Urban Women 3) Bachelors 4) Children 5) Old aged people

Psychological 1) Innovative 2) Independent 3) Health Conscious 4) Fast paced lifestyle

Behavioural 1) Consumption rate 2) Benefits Sought 3) Attitude towards Product

Geographical: a.Metros b.Urban areas c.Semi-urban areas

Demographics : a.working class womenage (25-45) b.Working class independent men

Psychological : a.fast-paced lifestyle b.People who are not so particular about health

Target segment

THE MODEL OF HOW WHEN AND HOW ELSE

WHEN- ANYTIME,
BREAKFAST

MIDNIGHT SNACK,

HOW- COOKING SHOWS, ON THE PACKS OF

OTHER PRODUCTS, VIDEO BLOGS, COMMUNITY PROMOTION, PRINT MEDIA AND OTHERS.

HOW ELSE- MULTIPLE USAGES,

APPETIZERS, SALADS, TRAVEL MUNCH, HEALTHY SNACK, FRUIT SALAD, CUSTARDS.