1. PRESENTED BY:
Harshita Kheria
Prabina Chettri
Rajat Malakar
Sunil Manchandia

2. AGENDA
 Ketchup industry in India
 Major brands in the product category
 Skew in the brand presence
 Segmentation of the consumer market
 Institutions that constitute ketchup market
 Segmentation chosen for brand positioning
 Brand positioning
 SWOT Analysis- NESTLE
 New brand launch
 Reasons & justification for this launch
 Market survey
 Building the brand

3. KETCHUP INDUSTRY IN INDIA
 Ketchup market in India was estimated to be around 806-crore in June, 2012
 Institutional market is assumed to have a share of 23% while the consumer market has about
77%
 It is a fast growing market with growth rate around 30%
 This growth can be credited to:
- growth in fast food culture in India
- increasing number of working women
- shift from home made chutney to ketchup

4. MAIN BRANDS IN THIS PRODUCT CATEGORY
Maggi- Nestle
Others
10%
Maggi
47%
Kissan- HUL
Heinz- Heinz Co. H.J
Others (Tops, Del Monte, etc.)
Kissan
41%
Heinz
2%

5. SKEW IN THE BRAND PRESENCE
In the consumer market the most prominent ketchup brands are:
 Maggi
 Smith & Jones
 Kissan
In the institutional market the most prominent ketchup brands are:
 Del Monte
 Heinz

6. SEGMENTATION OF THE CONSUMER MARKET
SEGMENTION BASE
TYPES
BRANDS
National
Nature’s Best, Top, Cremica
International
Kissan, Maggi, Heinz
Regular tomato sauce
Kissan, Heinz, Maggi, etc
Chilli
Maggi, Heinz
Sweet
Del Monte, Maggi
Fast food
Maggi, Heinz
Healthful food
Heinz, Kissan
Geographic
Taste preference
Eating habits

7. INSTITUTIONS THAT CONSTITUTE KETCHUP MARKET
INSTITUTIONS
SPECIFIC BRANDS
Food chains
Heinz- Mc Donalds, KFC
Kissan- Pizza Hut
Dominos- Del Monte
Hotels & Restaurants
Heinz- Oberoi, Taj
Airlines
Heinz- Jet airways, Indigo, Air India
Railways
Kissan
Colleges
Kissan
Clubs & pubs
Data not available
Corporate kitchens
Data not available
Prisons
Data not available

8. SEGMENTATION CHOSEN FOR BRAND
POSITIONING
GEOGRAPHIC SEGMENTATION
I
N
T
E
R
N
A
T
I
O
N
A
L
N
A
MAGGI
T
SMITH & JONES
I
KISSAN
HEINZ
DELMONTE
O
N
TOPS
CREMICA
A
L
NATURE’S BEST

9. BRAND POSITIONING

10. Maggi
(Nestle)
• Tag Line : “Its Different”
• Positioning : Differentiated from the rest
• Product Range : Rich Tomato, Hot & Sweet Tomato, Tomato
Chapatti
• Price Segment : High priced – Rs.115 (1kg)
• Target Group : Middle-income and upper-income households
• Promotion : T.V ads, hoardings, print ads
• SKU : Bottle- 200gm, 500gm, 1kg
Pichkoo- 90gm, 500gm

11. Kissan
(Hindustan Unilever Limited)
• Tag Line : “Just Lagao, Kuch bhi kho ”
• Positioning : Makes food interesting
• Product Range : Fresh tomato, no onion no garlic, chilly tomato,
chatakdaar
• Price Segment : High priced – Rs.112 (1kg)
• Target Group: Middle-income and upper-income households
• Promotion : T.V ads, print ads, hoardings
• SKU : Bottle- 200gm, 1kg
Mini pack- 90gm
Sachet- 10gm

12. Heinz
(Heinz Co. HJ)
• Tag Line : “Redder Thicker Tastier”
• Positioning : Focused on taste
• Re-positioning : Focused on health
• Product Range : Tomato ketchup, tomato ketchup with balsamic
vinegar, tomato ketchup organic, tomato ketchup blended with
Indian spices, tomato ketchup reduced salt and sugar, tomato
ketchup chili, tomato ketchup fiery chili
• Price Segment : High priced – Rs.125 (1kg)
• Target Group : Institutional clients (Air India, Oberoi, Taj, etc.)
and households
• Promotion : T.V ads, print ads, hoardings
• SKU : Bottle- 1kg, 500gm, 200gm
Squeezy- 330gm

13. Delmonte
(FieldFresh Foods Pvt. Ltd.)
• Tag Line : “Tastes like never before”
• Positioning : High quality and original blend specially made
to suit the Indian palate
• Product Range : Regular tomato ketchup, Twango
• Price Segment : High priced – Rs.110 (1kg)
• Target Group : All age group – Middle and upper class
• Promotion : T.V ads, print ads
• SKU : Bottle- 1kg
Squeezy- 520gm

14. Smith & Jones
(Capital Foods Ltd.)
• Tag Line : “Angrezon Wala Ketchup”
• Positioning : Ketchup that is consumed mostly by
foreigners
• Product Range : Tomato ketchup, sweet hot ketchup, pizza
ketchup
• Price Segment : High priced – Rs.110 (1kg)
• Target Group : Institutional market & consumers
consuming fast food
• Promotion : Print ads, Regional ads
• SKU : Bottle- 200gm, 500gm, 1kg

15. Tops
(G. D. Foods & Beverages Pvt. Ltd.)
• Tag Line : “Classical ketchup: made the old fashioned
way”
• Positioning : High taste and quality
• Product Range : Regular tomato ketchup
• Price Segment : Mid Priced– Rs.95 (1kg)
• Target Group : Institutional market and mid-income
consumers
• Promotion : Sponsorships, banners
• SKU : Bottle- 200gm, 500gm, 1kg
Sachet- 12gm

16. Cremica
(Mrs. Bector’s Foods)
• Tag Line : “Lip Smackers”
• Positioning : Ketchup consumed with fast foods
• Product Range : Regular tomato ketchup
• Price Segment : Mid priced – Rs.85 (1kg)
• Target Group : Institutional Market (Mc Donald's,
Barista, Pizza Corner, Jet Airways)
• Promotion : Hoardings, wall paintings, food corners
• SKU : Bottle- 1kg

17. Nature’s Best
(Dabur Foods)
• Tag Line : N.A
• Positioning : Quality product at economic price
• Product Range : Regular tomato ketchup
• Price Segment : Mid priced – Rs.60 (1kg)
• Target Group : Institutional Market (hotels, airlines,
caterers, hospitals)
• Promotion : No promotion
• SKU : Bottle- 1kg

18. SWOT Analysis - NESTLE
Strengths
•
•
•
•
•
Established Family Brand
Good customer relationship
Diversified product variants
Strong and wide range of distribution
channel
Research and Development division in
India
Opportunities
•
•
•
•
Increasing number of working youth
High brand awareness among Indian
consumer
Changing preference of consumer of
having ketchup over curd, chutney, etc.
Shift to rural market
Weaknesses
•
•
•
Not so significant presence in rural
market.
No direct market outlet
Higher pricing than local brands
Threats
•
•
•
Price war with competitors like
Hienz India, HUL, etc.
Strong presence of regional
competitors
Increasing price of raw materials

19. NEW BRAND LAUNCH

20. REASONS & JUSTIFICATION FOR THIS LAUNCH
 Nestle Maggi ketchup faces generic competition from
homemade chutney
REASONS
 Increasing number of working youth creates more demand for
readymade chutney
 Increasing price of raw materials is a threat to Nestle and ‘dhania’ is
priced very low
 Increasing number of working women prefer readymade
JUSTIFICATION
food/chutney
 Convenient for housewives
 No prominent brand producing this particular product

21. MARKET SURVEY
Q1. Do you like ‘dhania chutney’?
Q2. If available in a readymade packet will you
purchase packaged ‘dhania chutney’?
5%
YES
39%
YES
NO
61%
NO
95%
Finding: majority of people like dhania chutney
Q3. What price are you willing to pay for a
100gm ‘Dhania Chutney’?
Finding: latent demand for the product exists
Q4. Will you substitute ketchup with this
product or purchase both?
MAY BE
8%
Rs 15 – Rs 20
Finding: people are willing to pay Rs15 - Rs 20
for a 100gm pack & given low cost of ‘dhania’
this is a profitable business
YES
31%
USE BOTH
61%
Finding: not much threat of cannibalisation
Sample size: 50 (housewives, working women& youth)

22. BUILDING THE BRAND
4Ps FOR ‘DHANIA CHUTNEY’
PRODUCT: Ready to eat, homemade ‘dhania chutney’
PRICE: Rs 15 for 100gm pichku & Rs 30 for 250gm bottle
PLACE:
- Available at supermarkets & Kirana stores
- Use of existing distribution channel
PROMOTION:
- T.V ads, newspapers, hoardings & social media
- Provide free samples of 50gm pichku with 1kg bottle
POSITIONING: Taste of homemade ‘dhania chutney’ without hassles of making it
TAGLINE:
Effortlessly tasty...