MITHAI LITE CASE STUDY

BY: GROUP 6
Rahul Arora 1321531
Mansi Chauhan 1321552
Vipul Nair 1321526
Arijit Dey 1321507
Krishna Chowdhury 1321551
Pallavi Vyas 1321367

INTRODUCTION

Mithai Lite case is about sugar free sweets retailing business, with a concept which
combines appetite satisfaction with knowledge sharing about diabetes and healthy life.

Food and Beverage Industry is growing steadily and so as the spending on food or
eating out by the people.

But certain sections of people can not enjoy having sweets due to medical reasons like
diabetes or because of being health conscious reasons.

To cater to these growing category of people, Mithai lite business plan is proposed.

They came up with a substitute of sweet, Sugar free Sweets for these sweet
prohibited sections.

Offering a wide variety of special sugar free sweets at all point of time, irrespective of
any occasion.

Providing expert advice from doctors and information about the latest medicines available in
market to tackle the sugar related problems on the spot and also giving leaflets and handouts.

Providing all the necessary information about the calorie and sugar intake.

Consumer Awareness Kiosks concepts shops to be opened, which sell sugar free sweets and
also provide information related to diabetes and other health related information.

At first, two shops will be opened, one in Chandigarh and another in Kolkata. Later, expand into
other major Indian cities.

BUSINES OBJECTIVES
Quantitative objectives
Short term : Service to be offered immediately to the Diabetics.
Long term : Cater not only to diabetics but also the health conscious customers.
Qualitative objectives
Short term : To offer one stop shopping point for Sugar free sweets of various

varieties, with low calories.

Long term : To add new services like consulting the Physicians and Dieticians, who
can suggest some healthy products and give expert advice on how to deal with
diabetes etc. This will be a value add for the customers.

SWOT ANALYSIS
STRENGTHS

innovative concept leading to first mover advantage.

enables the population to divulge healthy guilt free sweets.

theres a noble campaign associated with it- health awareness which is there USP . eg- Consumer awareness
kiosks.

creative and unique doctors approved offering to the mass.

dietician is available at every store to assist the clients.

new marketing and pricing strategies.

strategic location and expansion plans.

Well defined objectives.

in depth market analysis and STP analysis helping them target- sweet prohibitors

R&D testing.

approaching SMERA and other reputed organizations to fetch good ratings.

providing a one stop solution for sweet shopping.

WEAKNESSES

infrastructural issues

incompatible government regulations.

health hazards of using artificial sweeteners.

perishable products.(shelf life of 30-36 hours)- thus leading to storing issues.

cost factors- technology, human resources, location , equipments etc.

customization costs to suit the palate.

calls for an accurate sales forecast.

OPPORTUNITIES

untapped and growing market.

few competitors are there in the market

changing lifestyle opting for healthier lifestyle, openness to experiment, DINK families, rise in the
working women population etc.

India possesses the worlds largest diabetic population.

perennial availability of sugar free sweets in India- it is usually occasion based.

sweet is embedded with the Indian culture and eating habits.

targeting the corporates, marriages, online markets.

THREATS

competitors like- online vendors, Bakers Basket, Monginis are also providing
product offerings to cater diabetic population.

price sensitive population cause these sweets includes high quality raw materials
thereby shooting up the end price.

unable to cater to different palates of the population across different

regions.(Taste matters!!)

local shops have a competitive edge of customised offering for their loyal
customers.

PROBLEM IDENTIFICATION

acceptability of sugar free sweets.

pricing issues
need for intensive and expensive market research
acceptability of sugar free sweets.
Investment costs are high.
negative cash flow for the 1-2 years thus the financials need to be monitored
closely.
high promotional expenditure.
large variety of sweets to cater to different regions.
competition
infrastructure and government regulations.

SOLUTIONS

well defined and accurate sales forecast to enable detailed financial planning.
strategic investments like being at the right place; with the right products; for
the right customers.
switch to online marketing ; customized SMS, direct mails etc.
collaborating with NGO thereby creating awareness related to healthy living.
work on buzz marketing and word of mouth.
rope in the reputed doctors and dieticians word of approval and ask them to
give feedbacks.
work hand in hand with government to combat diabetics and promote healthy
living.
invest in the best technologies to increase the product life cycle.
source cheaper and fresh raw materials by reaching out to the farmers directly.

Q1. What do you think about the

business?
This business has good scope to become successful and grow in future. Since the gap is

identified and market and industry research done, also points out that there is demand of
such product (sugar free sweets) and value added services.
So, we can say that

At Macro level, Market attractiveness is high, as well as Industry attractiveness is also

high.

While at Micro level, Target segment benefits and attractiveness is high and the
sustainable advantage is also high.

Q2. Has it been researched thoroughly? What other

information would be needed?
The business has been thoroughly researched upon. The business plan has been well written. The business plan has been written in

terms of both general plan as well as in operating business plan. The research has been done on :

Market Analysis

Competitors Analysis

Macro and Micro Economic Factors

Product Development and Production Process

Risk Associated

Quality Programs

Marketing Strategy

Sales Forecast

Pricing Model

Financial Analysis

Other information needed..

Road Map could be made to forecast what would be the estimated sales for the
shop for the coming 24 months.

To find out the current scenario about what stage the company is right now and
what amount of money has been invested till now and what would be the
future milestones which the company is looking to achieve.

To find out how is the fund allocated on various heads for future purpose of
expansion in terms of new shops, innovation and technology.

To find out the consumer acceptability and preference of the product in

comparison of the other major competitors in the market.

Q3. Do you like the way the b plan has been organized??
Would you like to make some changes??

The target market selected is optimal. As India has a population of around 57

million, of which only half the population is aware that they suffer from
diabetes.
As demo graphed 15% mass in urban is diabetic and are causes about their
health and are sweet lover. So the plan suggested here make the market more
attractive.
Changes
The location that is Chandigarh should be scaled up.
The outlet presently is take away, these should be turned to dine inn.
They can also serve the corporate of Delhi and NCR areas.
They should implement Push strategy and increase the branding of the product

Summary

Food and beverage industry has been growing steadily in India.

The prime reason is change in consumer lifestyle.

Section of peoples who are restricted to consume sweets are diabetics

and slim waistline( health conscious)

Introduction of sugar free sweets for above exceptions.

Sweets are very integral to the indians diet.

Sugar free sweets are mostly available on order basis or during festive
seasons.

Conclusion

A strong untapped market with high growth potential.

Presence of sugar free sweets of various varieties throughout the year at a

lower price.

Expert advice to the consumer at the sweet shops and the kiosks.

THANK YOU!!