no more boring snacking

SANBIX Now
time

Prepared by:
Ajinkye Gaonkar
2015129
Anirudha Munj
2015136
Debarun Sarkar
2015143
Gopal Agarwal
2015150

Introduction
SANBIX an premium segment biscuits and is targeting children and youth
segments
From the survey we got to know that price is not the matter of concern in
the biscuit industry but the quality , packaging and advertising matters a lot
Here we are creating a marketing strategy to introduce a new product
named SANBIX
For our product the uniqueness lies in taste and quality along with the
advertising strategy
The product may face tough competition and will require more time to
penetrate the markets premium segment
Porter and SWOT analysis has done to identify the products establishment
time as to compete with the giant in the biscuit industry

New
Product
Developm
ent
Advertisin
g&
Promotion

Swot
Analysis

Product

Distributio
n Channel
& Supply
chain

Pricing

Porters 5
Forces
analysis

Key Strategies for new product development

Idea Generation
1. Dimensional Analysis
2. Problem Analysis
3. Scenario analysis

Product screening
Preparation of new product prototypes

Cont.
Assessment of samples
Record keeping
Critical path plan
Scale-up to factory production
Packaging and design

Pricing

The focus is to balance cost, quality and aspiration of the brand

Mix of two type of pricing strategies Market-Penetration and Quality

Leadership

MRP Rs. 20 for 100gm Pack.

Cost frontloading

Rs. 16.42 cogs

Average price of competitors is 16.45 for 100 gm pack

Max distributor/broker margin 17.5%

Promotional offer 20% extra

RISKS AND CONCERNS - Growth is linked to the overall economic growth.

Advertisements & Promotion

Advertising Strategy
Signing a brand ambassador
Informing and persuading potential customers to buy our product
using emotional appeal
Medias of advertising
Promotion
Distributing samples
Discount coupons in the newspaper to attract customers
Conducting contest for customer engagement
Tie-up with stationary brand to advertise our product on their back
cover

Promotion events
Spread a smile: distributing biscuits at orphanage
and conducting activities for kids and calling out people
to volunteer and contribute heir bit.
Visiting schools and promoting our product amongst the
children by conducting fun activities and competitions

Distribution Channel

Supply chain

Distribution Metrics

Distribution Entry Strategies

Distribution Channel

Supply chain

Distribution Metrics
Distributed gains
Average stock volume
Stock cover in days
Weighted distribution
Average sales per point of sales
Number of outlets

Distribution entry Strategies

Higher margin for retailers
Using FIFO for the stocks
Concentrating on online retailing and malls for quick
recognition

Porters Analysis

SWOT Analysis