Tomato ketchup brand plan

1. Tomato Ketchup
Brand Plan
2015-16

2. Table of Contents:
Page No.
1. Background & Challenges
2. Brand Equity Chart ……………………………….. …… 3
(Mission, Vision, Core Value, Positioning Statement & Tagline)
3. Current market Scenario………………………………... 4
(Market Size of the category Vs tentative share of Tops)
4. Consumer Profiling………………………………………. 5
(Target Consumer, Consumer’s Perception towards the Brand etc)
5. SWOT Analysis of category……………………………… 6
6. Competitive analysis……………………………………... 7
7. Brand Contribution………………………………………. 8
(Category Sales Contribution/SKUs Sales Contribution)
8. Category Sales- States Contribution…………………….. 9
9. Strategies to develop category…………………………… 10
(Challenges to Address through- tactical & thematically marketing
Strategy)
10.Detailed activity planner to build the brands……………. 11
(Product, Price, Distribution & Planned Promotions)
11. Budgets require to drive the brand……………………… 12

3. 1.1 Background
Brief History:
Launched in 1996, Tomato Ketchup is the third product introduced by G.D.Foods after successful
launch of Noodles as first product and Pickle as the second product from G.D.Foods.
Tops Tomato Ketchup is launched with a belief of repeating the success story of initial two products
launched by G.D. Foods, also to serve market with a product “Taste with Quality”.
Challenge to address through Marketing Plan:
1. To arrest a de-growth pattern of the category.
2. To come out of the shadow of Local brand and establish Tops Tomato Ketchup, as it’s Brand
Promise defines the Product “Taste & Quality”.
3. Reasons for a consumer to pay “More” when he can experience “Tomato Ketchup” Product with
an International brand at near or the same Price.
4. Not only have product with positive in numbers also to meet a challenging growth despite the
regular de-growth in the product as per year on year.

4. 1.2 Brand Equity Chart :
Tomato Ketchup - Brand Equity Chart
Mission To become a brand, known for its best quality & taste.
Vision
To become a brand of 32cr in next 3yrs from, current scenario of 10.29cr, with the annual
growth rate of upto 50%.
Core Value Quality Richness of Paste ? ? ?
Positioning
Statement
"India Ka International Taste" - Taste which defines an international taste, through its quality &
richness.
Or Need To work on new positioning statement.
Value Proposition
Assured Quality- The International Quality of Taste at a competitive price, comparing
other Tomato Ketchup Brands In India
Tagline "India Ka International Taste"

5. 1.3 Current Market Scenario :
With the above Report, we can estimate the Total Size of the market. Source-TOI,2014.
Total market Size of Tomato Ketchup by 2015 = 1440cr
Tentative Sale of Tops in category = 10.2cr
Hence, we can estimate the Market Share of Tops in category = 0.70%

6. 1.4 Consumer Profiling:
Age Profile: To develop Tops in Tomato Ketchup, we must focus on the larger base of consumers to
make it a product between age group of 25-35yrs Male & Female.
Primary Consumers : Female between the age group of 25-35yrs.
Secondary Consumers : Male between the age group of 25-35yrs.
Focused Geography : Delhi/NCR/ Uttrakhand/ Uttar Pradesh/ Punjab/Haryana/Rajasthan/
MP/West Bengal/Bihar
Economy & Class : SEC A, B+ & B Category of customers.
Ideal Classifications of Outlets for the Placements of Tops Tomato Ketchup:
Classification is done keeping
in mind Tomato Ketchup is to
be purchased by consumers
should not buy Tops snack
sauce.

7. 1.5 SWOT ANALYSIS:
STRENGTH WEAKNESS
1. Own plant & Manufacturing. 1. Acceptance of product.
2. Established distribution.
2. Challenge with own low priced category.
3. Low brand Recall.
4. Strong brand recall of competition brand.
5. Low budgets to spend on promotions.
OPPORTUNITY THREAT
1. Regularly growing market with 20% 1. Challenging of growing local players.
2. To encash the current distribution.
2. Regular Lucrative/Captivating consumer offering by
competition brand
3. Huge budget spends by competition brand
1.6 Competitive Analysis:
Parameters Tops Kissan Maggi
Bottle
No differentiation then
the competition brand.
No differentiation then
the competition brand.
No differentiation then the
competition brand.
Tomato Paste 28% 28% 26.70%
Pricing 130/- 145/- 140/-
Margins 36% 26% 8%
Trade Load 0% 10% 10%
Consumer Offers No consumer offer* Upto Rs.50/- Upto Rs.50/-

8. 1.7 Brand Contribution:
% Contribution of the Tomato Ketchup Category in Total Sale (2015-16) = 3.64%
% Contribution of the Tomato Ketchup Category in Total Sale (2014-15) = 5.30%
Total CBs sale in 2015-16 = 136932 CBs
Total CBs sale in 2014-15 = 170316 CBs
Total Growth/Decline in CBs (2014-15 Vs 2015-16) = - 33384 CBs
Total Sale in 2015-16 & % Contribution in Sale (2015-16):
SKUs
Sale
(In CBs)
SKUs % Cont (In
Category Sale)
200g 19909 14.5
500g 27684 20.2
1Kg 81973 59.8
T.K. Spout (100g) 630 0.46
T.K. Spout (1kg) 782 0.57
T.K. 10g (Pouch) 5879 4.29
T.K. 15g (Pouch) 75 0.05
136932CBs 100%

9. Strategy to develop category:
Our understanding of market and through past sales experience the brand will be headed through
tactical as well as thematically marketing:
Tactical Approach:
Lucrative Trade Margins: It is very essential to drive a retail market to meet the parallel incentive to
retailer through product margins & Trade offer.
Trade offer would be such to offer similar or more margins keeping in mind the competition brand.
Thematically Approach:
Product: Tops actual product differentiation will be highlighted, through various marketing
campaign.
The apt of Brand Promise “Taste & Quality” will be reworked (Subject to market research)
Price: We do not approach to change the price for coming 4 months, we will check through a
consumer research if the product is being priced as per it’s perceived value
Consumer-Retailer - Channel Partners.
(Subject to check - The product is over Priced/under priced against the benefits of product/Brand in
consumer view).
Packaging: Packaging is a subject to check/or continue with the help of survey to be conducted.
(As it may be the factor that two of our own product looks similar TK/Snack sauce is not attracting
the consumer or differentiates between the products).

10. Distribution: We aim to take current distribution of 9.75% to 20%, with the help of different planned
marketing activities and approach of sales team.
We will also set priority markets & objective to develop these markets:
1. P1: High Volume, High Potential
(West Bengal,MP,Delhi-Central)
2. P2: Low Volume, High Potential
(Rajasthan,Haryana-2,Bihar,Amritsar,Uttrakhand,UP Central,
UP East, UP NCR,UP West, Delhi-West,South,North & East)
3. P3: Low Volume, Low Potential
(Odisha, Jharkhand, Guwahati,Haryana-1,Gujarat,Himachal Pradesh, J&K)
(Annexure is attached on the basis of last 2yrs sales trend 2014-15 Vs 2015-16)
Marketing Research: To avoid all the assumptions, further developments on products will take up
with the help of market research, which will based to study following points:
a) Product quality : (Color, Texture, Aroma, Taste, After taste)
b) Packaging : (Current Packaging, Differentiation with other packaging,
c) Brand recall product wise.
d) To know the clear phase of product: Awareness – Consideration - Trails or Repeat phase.
Priority of
market done on
the basis of past
sales achieved
and acceptance
of product in
market.

11. Budgets Required:
Budget Required
A ATL Spend
TV Ad 1Cr
Newspaper Ad 60 Lac
Total 1,60,00000
B BTL Spend
Trade Load 6,664,909
Consumer offer 6,972,600
Display 7,47,500
Sampling & Trails 15,800
Total 13,653,309
Total budget required 2.96 Cr

12. Promotion Plans
ATL: TV Ad & Newspaper Ad
ATL Planned
Total Investment Planned
Market Selected Medium Budget Allocated
P1 TV Ad 1cr
P2 Newspaper Ad 30 lac
P3 Newspaper Ad 30 lac
Total budgeted plan for ATL = 1.6cr
BTL Planned: Sampling
BTL Planned
Total Investment Planned
Market
Selected
No. of
ZONE
Sampling Activity
(No.)/Month
Total
activities
Per
activity
Spend
Total Spend
P1 4 12 48 50 2400
P2 13 12 156 50 7800
P3 7 16 112 50 5600
Total Rs.15800/-

13. BTL: Display
Bifurcation of No. of Display
Markets Markets chosen
Total
States
No. of Displays to be
given (Per State 100)
P1 West Bengal,MP,Delhi-Central 3 300
P2
Rajasthan,Haryana-2,Bihar,Amritsar,Uttrakhand,UP
Central,UP East, UP NCR,UP West,
Delhi-West,South,North & East
13 1300
P3
Odisha, Jharkhand, Guwahati,Haryana-
1,Gujarat,Himachal Pradesh, J&K
7 700
Total 23 2300
Bifurcation of No. of Display & Budget Allocated
Class
of
Outlet
%
Bifurcation
No. of
Outlets
allotted
Amount
Allocated
Total Budget
A 60 1380 400 552000
B 30 690 250 172500
C 10 230 100 23000
Total Budget Allocated Rs.747500/-

14. BTL : Consumer Offer
Spends on Consumer offer
SKUs
% in TK
Category
Cont
% Contribution in
Total Sale
Sales (2015-16)
of Category/SKUs
Sales (2015-16)
(September- March)
Expected Sale
(Through Consumer
Offer) 40% on the
last year
achievements
IN CB's for Next 7
Months
1kg 59.86 0.8 81973 47830 66962
500g 29.21 0.73 27684 14678 20549.2
Budget-Spends on Consumer Offer
SKUs
Expected
Tentative
sale IN
CBs
Total
sale in
Pcs
Total Budget require @
Rs.50/- per Bottle 1Kg &
Rs.35/- on 500g Bottle
Budget
Allotted/Month
1kg 66962 803544 40177200 5739600
500g 20550 246600 8631000 1233000
Total 87512 1050144 Rs.48808200/- Rs.6972600/-
BTL: TRADE LOAD

15. Spends on Trade Offers
SKUs
% in TK
Category
Cont
%
Contribution
in Total Sale
Sales (2015-16)
of
Category/SKUs
Sales (2015-16)
(September-
March)
Expected Sale
(Through Consumer
Offer) 40% on the last
year achievements
IN CB's for Next 7
Months
1kg 59.86 0.8 81973 47830 66962
500g 29.21 0.73 27684 14678 20549
109657 62508 87511
Expense (8% on 1kg & 500g Pack (Sep-March 2016-17))
Expected Sale
(In CBs)
Sale
(In PCs)
Value on PTR
(No. of PCs Sold)
Trade Load on PTR (8% for rest
of the months SEP-MARCH)
66962 803544 67899468 5431957
20549 246590 15411900 1232952
87511 1050134.4 83311368 Rs.6664909/-