Proposed Strategies for Itc

Core Strategies

1) Value Proposition – taste and the possibilities of creating new recipes.

a. Increase variety to attain increased market penetration

b. Create value, communicate value, deliver value

The 3 main areas of marketing – creating value, communicating value, delivering value

Creating value: ‘who’ for and ‘what’ is the offer about?

Communicating value: Requires innovation in approach and answers ‘why’ should we buy

Delivering value: Needs design of channels and go-to-market the ’how’.

The main value proposition that is being sought to be reached to the customer depends on the medium that will carry the communication and the creative execution.

c. Keep innovating – more tastes and shapes

d. Increase variety to attain increased market penetration

2) Differentiate by highlighting the nutritional elements to appeal to the calorie conscious segment.

a. Highlight multi-nutritious, healthy part of Mad Angles. Multigrain – so that moms feel comfortable giving it to children.

b. Highlight fat content, protein content, Zero trans fat. Etc (currently very small in print – talk about it in ads, write big on packs)

3) Introduce a family connect. Humor still remains but now ads should have something for everybody

a. Right now single sales objective is Humor. The sales objective should be a combination of Humor, Emotional connect, Taste and quality(nutrition)

b. Emotional connect is necessary

c. Recollecting old memories – ad can focus on elderly people as well..showing that they can recollect the unique tastes they got in their young times, by eating mad angles

d. Advertisements should focus on family functions, gatherings and parties amongst friends

e. Associate with a word which signifies happiness, humor, etc. eg. “har ek friend zaroori hota hai”.

f. Create a contest through which you can get your photo posted on packs

g. Family packs – prepare family packs with a proposition that entire family can eat it together

4) Introduction...