Amway Peanut Butter 1f1k46
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Group ANCHAL GARG KRITI BHARDWAJ SNEHA JAGDALE TUSHAR KHARATE VIKAS PANDEY VIKESH BANGERA VISHAL SHIVKAR
The Indian food processing industry s for 32 per cent of India's total food market.
India's food-processing sector covers fruit and vegetables; meat and poultry; milk and milk products, alcoholic beverages, fisheries, plantation, grain processing and others.
Dairy Industry: India is well known as the 'Oyster' of the global dairy industry,
India is the largest milk producing country in the world with present level of annual milk production estimated as 94.5 million tonnes
List of Top Milk Brands in India: ◦ Amul ◦ Nestle ◦ Mother Dairy ◦ Gokul etc. The market leader Mother Dairy Milk has a market share of 66% and in case of butter segment, Amul have 80% market share
Peanut Butter Indian peanuts are popular all over the world with large exports every year. But unfortunately, our market share is primarily confined to raw peanuts and value-added products like blanched & roasted peanuts or peanut butter have very negligible contribution Though India is world’s largest producer of peanuts, however, manufacturing of peanut butter is not a significant activity Bajaj Foods is the only peanut butter manufacturer and exporter in Gujarat. It exports to 22 countries and produces close to 350 mt per day, mostly for exports.
Peanut butter is an ideal substitute for milk butter. It is a low calorie, high protein product. Peanut butter is most commonly used in sandwiches and as a spread. It is widely used in bakeries and confectioneries. Other uses are in cookies, frosting, cakes, salads, salad dressing, cupcakes, pies, stuffed celery, muffins, biscuits, apples, soup, peanut butter rolls, brownies, vegetable sauces, corn bread, meat loaf, boiled custard, sweet potatoes etc. It is also used in ice-cream and in chocolates. It is also used as table butter in USA and otherwestern countries as being low in calories compared to butter milk.
PRODUCT : AMWAY PEANUT BUTTER is available in unbreakable plastic jar in the following 2 VARIANTS: CRUNCHY – It is the savory peanut butter with satisfying bites of peanuts. CREAMY – It is delicious and spreadable smooth peanut butter that melts in the mouth. ◦
PRICING : ◦
Prices will be set based on what the competitor is charging. However the prices will be set above the competition that is the price of AMWAY PEANUT BUTTER will slightly high as compared to other brands in the market.
PLACE : ◦ AMWAY PEANUT BUTTER shall be made available in : ORGANISED RETAIL – supermarkets , convinience stores. Eg : reliance fresh, hypercity, more store, D-mart. INSTITUTIONAL CUSTOMERS – Restaurants, hotels, trade groups and schools INDIVIDUALS – clients or employees of AMWAY to sell the peanut butter to individual friends , family and community (multilevel marketing) in return the employees receive a percentage of profit of margin on per unit sales
PROMOTION :
Broadcast media Radio and television ments.
Print media Advertising in newspapers, magazines, newsletters.
Brochures brochures, leaflets & informational handout about AMWAY’S peanut butter. Advertising gifts some give away items emblazoned with AMWAY’S logo such as stickers, desk sets, calenders t-shirts etc.
Strengths:
◦ Strong distribution network ◦ Established brand name as “Nutralite” ◦ Nutrition and taste.
Weakness:
◦ Limited ment.
Opportunities:
◦ Increase in disposable income in our country. ◦ Increasing alignment towards a nutrious diet.
Threats:
◦ The salty taste may not be acceptable. ◦ Me too products can emerge.
SEGMENTATION Geographic- Metro cities like Mumbai, Delhi, Chennai, Kolkata. Demographic- Peanut butter can be consumed by people of all age groups. Psychographic (lifestyle, personality, values and social class)-People these days are becoming very health conscious and hence need a butter which provides with healthy fats and proteins,and peanut butter provides them all. Behavioural –People are aware of the brand Amway and have trust on it that it provides with natural health supplements.
TARGETTING We are targeting SEC A and SEC B because it is a priced a little higher than the regular butters available. Age group ranging from infants to older adults because of its health benefits.
POSITIONING In India there is a large mass of people who are vegetarians, so our butter not only looks after the health of the people but also caters to the needs of vegetarians. People are becoming more aware of synthetic ingredients in their foods and hence are moving towards more health-conscious diets made only with natural ingredients.
Differentiation Our butter has a sweet and salty taste which the whole family would love. This butter is made up of natural ingredients and no synthetic ingredients are used.
The market for Peanut butter is likely to grow due to emerging demand for healthier and nutritious products. Demand in healthier Low calories & low fat food like wheat bread and peanut butter due to emergence of nuclear family and hectic life schedule. Changing life style and shift towards consumption of convenient food. "Large numbers of local consumers are demanding of peanut butter, which is not widely available due to short supply," says Gautam Bajaj, chairman of the company.
The Indian food processing industry s for 32 per cent of India's total food market.
India's food-processing sector covers fruit and vegetables; meat and poultry; milk and milk products, alcoholic beverages, fisheries, plantation, grain processing and others.
Dairy Industry: India is well known as the 'Oyster' of the global dairy industry,
India is the largest milk producing country in the world with present level of annual milk production estimated as 94.5 million tonnes
List of Top Milk Brands in India: ◦ Amul ◦ Nestle ◦ Mother Dairy ◦ Gokul etc. The market leader Mother Dairy Milk has a market share of 66% and in case of butter segment, Amul have 80% market share
Peanut Butter Indian peanuts are popular all over the world with large exports every year. But unfortunately, our market share is primarily confined to raw peanuts and value-added products like blanched & roasted peanuts or peanut butter have very negligible contribution Though India is world’s largest producer of peanuts, however, manufacturing of peanut butter is not a significant activity Bajaj Foods is the only peanut butter manufacturer and exporter in Gujarat. It exports to 22 countries and produces close to 350 mt per day, mostly for exports.
Peanut butter is an ideal substitute for milk butter. It is a low calorie, high protein product. Peanut butter is most commonly used in sandwiches and as a spread. It is widely used in bakeries and confectioneries. Other uses are in cookies, frosting, cakes, salads, salad dressing, cupcakes, pies, stuffed celery, muffins, biscuits, apples, soup, peanut butter rolls, brownies, vegetable sauces, corn bread, meat loaf, boiled custard, sweet potatoes etc. It is also used in ice-cream and in chocolates. It is also used as table butter in USA and otherwestern countries as being low in calories compared to butter milk.
PRODUCT : AMWAY PEANUT BUTTER is available in unbreakable plastic jar in the following 2 VARIANTS: CRUNCHY – It is the savory peanut butter with satisfying bites of peanuts. CREAMY – It is delicious and spreadable smooth peanut butter that melts in the mouth. ◦
PRICING : ◦
Prices will be set based on what the competitor is charging. However the prices will be set above the competition that is the price of AMWAY PEANUT BUTTER will slightly high as compared to other brands in the market.
PLACE : ◦ AMWAY PEANUT BUTTER shall be made available in : ORGANISED RETAIL – supermarkets , convinience stores. Eg : reliance fresh, hypercity, more store, D-mart. INSTITUTIONAL CUSTOMERS – Restaurants, hotels, trade groups and schools INDIVIDUALS – clients or employees of AMWAY to sell the peanut butter to individual friends , family and community (multilevel marketing) in return the employees receive a percentage of profit of margin on per unit sales
PROMOTION :
Broadcast media Radio and television ments.
Print media Advertising in newspapers, magazines, newsletters.
Brochures brochures, leaflets & informational handout about AMWAY’S peanut butter. Advertising gifts some give away items emblazoned with AMWAY’S logo such as stickers, desk sets, calenders t-shirts etc.
Strengths:
◦ Strong distribution network ◦ Established brand name as “Nutralite” ◦ Nutrition and taste.
Weakness:
◦ Limited ment.
Opportunities:
◦ Increase in disposable income in our country. ◦ Increasing alignment towards a nutrious diet.
Threats:
◦ The salty taste may not be acceptable. ◦ Me too products can emerge.
SEGMENTATION Geographic- Metro cities like Mumbai, Delhi, Chennai, Kolkata. Demographic- Peanut butter can be consumed by people of all age groups. Psychographic (lifestyle, personality, values and social class)-People these days are becoming very health conscious and hence need a butter which provides with healthy fats and proteins,and peanut butter provides them all. Behavioural –People are aware of the brand Amway and have trust on it that it provides with natural health supplements.
TARGETTING We are targeting SEC A and SEC B because it is a priced a little higher than the regular butters available. Age group ranging from infants to older adults because of its health benefits.
POSITIONING In India there is a large mass of people who are vegetarians, so our butter not only looks after the health of the people but also caters to the needs of vegetarians. People are becoming more aware of synthetic ingredients in their foods and hence are moving towards more health-conscious diets made only with natural ingredients.
Differentiation Our butter has a sweet and salty taste which the whole family would love. This butter is made up of natural ingredients and no synthetic ingredients are used.
The market for Peanut butter is likely to grow due to emerging demand for healthier and nutritious products. Demand in healthier Low calories & low fat food like wheat bread and peanut butter due to emergence of nuclear family and hectic life schedule. Changing life style and shift towards consumption of convenient food. "Large numbers of local consumers are demanding of peanut butter, which is not widely available due to short supply," says Gautam Bajaj, chairman of the company.
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