Pilsbury - Dil Se Khao

Pillsbury is a global food brand that is trying to replicate its success in Indian market. The brand was launched in Indiain 1998 as a result of a joint venture between Godrej and Selviac Nederland BV ( Pillsbury). Pillsbury have a rich heritage dating back to 1869. It started as a flour milling company named Pillsbury and is now one of the largest brands in the food products market in the world.In 2002, the company was taken over by General Mills.

When Pillsbury was launched, it had the option of coming in with the blockbuster global "ready to eat products" , but it chose a contra approach heeding to the advice given by Mckinsey “ GO Basic”. So Pillsbury launched Pillsbury Chakki fresh atta ( pounded wheat flour) in the Indian market.

It was a bold move because the atta market is a commodity market and the branded atta market is only 3% of the total atta market in India estimated to be around 23000 crore.

Pillsbury chakkifresh atta was launched in India on the platform of softness. Since ordinary Roti’s lost their softness after some time, Pillsbury claimed that its Roti’s retained the softness for over 6 hours. This appealed to the modern homemakers since Roti’s can be kept in tiffin boxes without worrying about softness.

It was a tough task for Pillsbury to enter into Indian kitchens since the households followed traditional way of buying wheat and giving them to flour mills. Pillsbury realized that food products marketing are more of Repertoire marketing where more variety is the key to success. Pillsbury decided to move up the value chain by coming out with a range of products.

The firs one was the launch of Oven cake mixes in 1999. The product failed in the market because of poor penetration of microwave ovens. Taking a lesson from this failure, came the successful launch of Cooker Cake mixes in 2000 ie cakes can me made using pressure cookers. Ub 2002, Pillsbury launched Pan Fresh Pizza.

Despite these launches, Pillsbury was not happy with the way the atta brand was moving. A marketing research showed that health was a leading attribute that customers look for when they buy food products .

In 2004 the product was relaunched in the health platform with emphasis on “ good to heart” since heart problems are on a rise in Urban market. The idea is to promote the idea that whole wheat atta is good for your family’s heart .The latest positioning is “ Dil se Khao “ reinforces the health positioning.The brand is endorsed by Healthcare foundation.

Using the innovative differentiation and positioning, Pillsbury is having a market share of 8% in the branded atta market. While the market leader is Ashirvad from ITC (40%) followed by Annapoorna from HLL (18%).

Pillsbury globally is famous for its mascot “ Poppin Fresh” popularly known as the doughboy. Although the mascot is in Indian market too, it does not have the same fan following as it is in the west.

Pillsbury despite its foreign origin and brand name is trying to fit into the Indian mindset. Despite having a good product, the brand is lagging behind Ashirvad which was launched much later. With the backing of a global foods giant and with some very smart thinking, this brand has the potential to make it big.The only thing Pillbury needs is lots of money for advertising

http://marketingpractice.blogspot.com/2006/03/pillsbury-dil-se-khao.html

Top 10 Analytics Courses in India

http://analyticsindiamag.com/top-6-analytics-courses-in-india/ The demand for trained analytics professionals has witnessed a massive growth in recent years. The dearth of skilled manpower can be overcome with serious intervention at the education level and imparting training on specific Analytical and statistical tools. This goes to say that training in Analytics is of foremost importance to match the ever growing demand and dearth in supply. Yet, there is a severe dearth of good training programs in the field. In this article, Analytics India Magazine investigates nine courses on Analytics being offered by premier institutes of India. Certificate Programme in Business Analytics – ISB, Hyderabad ISB is offering a one year Certification in Business Analytics with an aim to create Next generation Data Management Scientists. The programme is designed on a schedule that minimizes disruption of work and personal pursuits. The program is a combination of classroom and Technology

Marketing and Distribution Channels of Britannia

Marketing and Distribution Channels of Britannia – Britannia Marketing Blog (wordpress.com) Marketing channels are sets of interdependent organisations participating in the process of making a product or service available for use or consumption Role of marketing channels Channel function and flows A marketing channel performs the work of moving goods from producers to consumers. Key channel member functions include gathering information about current customers,competitors and external forces. Place order to manufacturers, assume risk connected with carrying channel work, provide for buyer’s payments and negotiations. Various intermediaries in distribution process Channel levels Channel distribution of Britannia biscuits Britannia’s biscuits like goodday, marie gold, bourbon, tiger, treat, nutrichoice, 50-50, milk bikis, etc can be seen in any grocery store, retail store or supermarket. It is through its extensive distribution with the help of stockiest, wholesaler and retailer that B

Spirits of Estonia

http://www.inyourpocket.com/estonia/tallinn/Spirits-of-Estonia_56060f 1 For some of our readers, vodka might just be some colorless liquid that tastes like rubbing alcohol but goes great mixed in a cocktail. In Estonia however, hard liquor is pretty serious stuff. Spirits can be made from many raw materials including grapes, potato, and grain. These days in Estonia the vast majority of vodka is made using high quality rye grain. First the raw material is fermented using yeast, which creates a weak alcohol or mash. Next this product is distilled creating a much stronger alcohol. Finally the impurities are filtered off, and water is added to bring the percentage from about 96 to about 40.And that is how you make vodka! Of course there is much to be said about quality and it certainly varies from brand to brand. The world’s best vodkas are made from the finest grains, the purest waters, multiple distillation & special filtration techniques. A little history Alcohol wa

Every Single Minute

Search This Blog