Surya

SURYA FOOD PRODUCTS LIMITED |

THE MARKETING OF SURYA ATTA

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Rintu Kumar Pegu

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Word Count=689

INTRODUCTION

M/S. Surya Food Products (SFP) Limited is a partnership firm set-up in 1980s by two enterprising young businessmen, who saw opportunity in the food and fruit processing industry and started a small scale industry in an industrial estate on the outskirts of Bhopal in the state of Madhya Pradesh. SFP’s businesses include pickles, ‘papad’ and other homemade salted eatables, mainly sold in and around Bhopal and some other major cities in M.P. SFP has grown at an annual average rate of 10% during the period 1988-92.

Surya Atta:

‘Surya Atta’ (Whole Wheat Flour) is a new product from Surya Food Products Ltd. A flour mill of capacity to process 45 MT of wheat per day on a single shift basis has been set up. The product is expected to be launched in the first week of February, 1995.

THE MARKETING OF SURYA ATTA

Marketing Objectives:

* Introduce Surya Atta in February 1995.

* Gaining new customers who want to add nutritious value to their meal.

* Establish Surya Atta as the nutritionally superior atta in the market.

* Promoting a healthier product to health conscious consumers.

* To achieve monthly sales of 720MT of Atta during the year 1995-96.

* To achieve monthly sales of 1800MT by the end of 1996.

Target Market

The target market is the educated housewives residing in the urban areas of M.P., U.P. and parts of Maharashtra and Rajasthan, with a monthly household income in excess of Rs.2000, who showed a preference for nutritious food for their families and wanted convenience. The target market lives in the urban part of the city and resides in the lower middle to upper middle income range. The psychographics of our target audience are the desire to keep their family healthy and fit, yet have a difficult time in maintaining the same. The target market will purchase the new product for their family....