4. 52 % PREFER TATA SALT WHEREAS
ONLY 37% BUY TATA SALT
5. POTENTIAL
1. UN TAPPED EXISTING BRANDED MARKET
[ 37 % TO 52% ]
2. POSSIBILITY OF EXPANDING THROUGH
UNBRANDED SALT MARKET [ ABOUT
70% OF TOTAL DEMAND ]
3. Brand Loyalty
4. FIRST MOVER ADVANTAGE
6. FIRM WILL BE SUCCESSFUL IN FUTURE
CAPITALIZING ON THE PRESENT TRENDS
MARKETING BASE
TATA SALT @ 1983
DCW CAPTAIN COOK @ 1991
HINDUSTAN LEVER ANNAPURNA @ 1983
7. 4 P’s
• PRODUCT
• PRICING
• PROMOTION
• PLACE
• PEOPLE
• PROCESS
• PHYSICAL EVIDENCE
WHICH ONE IS
MORE NB
11. EDUCATION ,
SCIENCE AND TECHNOLOGY
1. AWARENESS
2. HEALTH BENEFITS
TABLE SALT
AND
ROCK SALT
DIFFERENTIATE
And
PROMOTE
12. 1
• CONSIDER THE MARKET AND
CUSTOMER ORIENTATION
ECONOMIC ENVIRONMENT
MERE
COMMODITY
FMCG
@ SALT BED AT NAGARKOVIL ,
TIRUNELVELI AREAS AT SOUTH INDIA Fast moving consumer goods