"market research and analysis for the institutional food and service division"

1. 1Copyright © 2013 Comviva Technologies Limited. All rights reserved. 1
July 2015
Project Title: “Market Research and Analysis for the Institutional Food Service Division”

2. 2
AGENDA
The Product
Portfolio
Difference
between Tomato
sauce and
Ketchup
Data collection &
Analysis
Feedback
Our Vision Our
History/About
Heinz
1 2 3 4
5
6

3. 3
VISSION: TO BE THE BEST FOOD COMPANY;
GROWING A BETTER WORLD
VALUES: CONSUMER FIRST, QUALITY, INTEGRITY,
OWNERSHIP AND INNOVATION

4. 4
Heinz claims to have 150 number-one or number two-brands worldwide
Founded by
Henry John
Heinz in 1869
Slogan: 57
varieties
introduced
headquarters
in Pittsburgh,
Pennsylvania
1906. Heinz
was a pioneer
in both scientific
and
"technological
innovations
Heinz India started
operations in the
year 1994
Acquired the Family
Products Division of Glaxo
with powerful brands such
as Complan, Glucon-D,
Nycil and Sampriti
Heinz 51%
and Kraft
49% stake
Customers in
over 200
countries
Over 10,001+
employees
merger of Kraft
Foods with Heinz
: Kraft Heinz
Company
merger is
backed by 3G
Capital and Ber
kshire
History of Heinz
19th
century
19th
century
19th
century
20th
century
20th
century
20th
century
21st
century
21st
century 21st
century
21st
century

5. 5
World fifth largest FMCG company After the
merger between Heinz and Kraft
Over 200 countries The merger is backed
by 3G
Capital and Berkshire
Hathaway
Kraft Heinz Worth
-US$36 billion
Kraft Heinz Total
Worth -US$46 billion
+US$10 billion
Jorge Paulo Lemann
Warren Buffett

6. 6
Products
Innovation @ Heinz India
Maplan-P for pregnant women and
Maplan-L for lactating women.
Heinz India focused on manufacturing
two specialized nutrient beverages.
These nutritious drinks provide
women with important nutrients such
as vitamin D, bio available calcium,
DHA, omega 3 and chorine.

7. 7Copyright © 2013 Comviva Technologies Limited. All rights reserved. 7
Products
Adding value –to grow a better world

8. 8
Heinz Tomato
Ketchup
Glucon-DComplan Sampriti GheeNycil
Products

9. 9
Tomato Sauce is more or less a synonym for Tomato Ketchup.
Survey
Report
Volume
Analysis
Global
Services
FindingsAnalysis Feedback
Difference

10. 10
Difference Volume
Analysis
Global
Services
FindingsAnalysis Feedback
Survey
Report
Total number
of outlets
covered by me
The number of outlets
for which I have at least
one contact name and
number
Total number of
outlets for which
you have cuisine
information
Total number of
groups you have
found
440 439 440 51
Please click here to see the
hyperlink
Please click here to see the
hyperlink
Overall Information

11. 11
Objective /Limitations
 Adding value –to grow a better world
Analysis LearningFinding Feedback
Survey
Report
Difference
• Difficult to cover and find
each and every outlet listed in
Zomato.
• Security issue
• proprietors and managers
don’t express their original
perception and views
because of biasness
• Difficult to know the price of the
products , used in HORECA
Limitation
Objective
GROWTH
OPPURTUNITIES
APPROACH
PRODUCT
AVAILABILITY/CON
SUMPTION AND
BRANDS
ENTRY BARRIER
UNPROPER DATA/
PERCEPTION
PRICE
Consumers
Volume
Analysis

12. 12
•Population:- Finite (North Kolkata City)
•Sampling Unit:- Areas of North Kolkata City
HORECA (Areas):
•Salt Lake City, Sector1
•Salt Lake City, Sector2
•Salt Lake City, Sector3
•Salt Lake City, Sector4
•Salt Lake City, Sector5
•Maniktala
•Kankurgachi
•Tangra
•Beliaghata
•Rajarhat
•Dum Dum
•Barasat
•Shobhabazar
•Sample size: - A total of 440 HORECA and Population of 30 consumers.
Research Methodology
The Research study entailed two
major phases:
•Pre- field Study
•Field Study
-Questionnaire
Tools and techniques of Analysis:
Simple statistical tools and
techniques like average, ratios, pie
charts, and tables are used to
analyze the data.

13. 13
Difference Volume
Analysis
Global
Services
FindingsAnalysis Feedback
Survey
Report
Product Brand Quantity Price Pack size Supplier
Tomato
ketchup
57 51 6 51 40
Tomato sauce 302 296 31 295 133
Tomato sachet 96 94 0 94 4
Peeled
tomatoes
1 1 0 1 0
Tomato paste 74 68 0 68 27
Tomato puree 93 80 0 80 30
Information GatheredInformation Gathered

14. 14
Difference Volume
Analysis
Global
Services
Findings
Survey
Report Feedback
Analysis
Product Product
Availability
Tomato ketchup 12.95
Tomato Sauce 68.64
Tomato Sachet 21.82
Peeled tomatoes 0
Tomato Paste 16.82
Tomato puree 21.14
Mayonnaise 20.68
Mustard sauce 58.86
Pizza sauce 5.91
H.P. sauce 2.27
Baked Beans 9.09
Apple cider Vinegar 0
Oyster sauce 35.68
Soya sauce(dark) 44.32
Soya sauce(light) 30.45
Milk creamer 0

15. 15
Difference Volume
Analysis
Global
Services
Findings
Survey
Report Feedback
Analysis
Tomato Ketchup Tomato Sauce
Sachets

16. 16
Difference
Survey
Report
Global
Services
FindingsAnalysis Feedback
Volume
Analysis
Pack
size
Volume of
Ketchup
consumed
Volume of
Sauce
consumed
Volume of
Ketchup
sachets
consumed
<10g 73200
sachets
15g
200g 200kg
500g 100 kg
1kg 963 kg 9240 kg
1.5
kg
2 kg
2.5
kg
3 kg
5 kg 300kg
>5kg
Price
range
(INR)
Volume of
Ketchup
consumed
Volume of
Sauce
consumed
Volume of
Ketchup
sachets
consumed
<20 10kg 73200
sachets
21-40 230kg
approx
41-60 545kg
approx
3990 kg
approx
61-80
81-
100
680kg
approx
5430 kg
approx
101-
120
121-
140
Volume Analysis

17. 17
Difference
Survey
Report
Global
Services
Volume
Analysis
Analysis Feedback
Findings
Ketchup Sauce Ketchup
sachets
Mayonnaise
Total volume being
consumed
3163kg 9650kg 18400 sachets 485kg
Ideal Price range
to penetrate the
market
110 68 2 96
Ideal pack size for
maximum market
share
1000gm 1000gm 8gm 1000gm
Important suppliers Metro cash
and carry
Pouchong brothers pvt
ltd/metro cash and carry/
Shincheung / New Market
Sincheung(near
cit road/ Tangra)
Current most used
brand
kissan Pouchong,sincheung and
kissan
Delmonte,cremic
a and kissan
me fresh
FINDINGS

18. 18
Difference Volume
Analysis
Survey
Report
FindingsAnalysis Learning
Feedback
 Website(as similar as Zomato)
 pouch packets
 Tie-ups
 Sachets
Suggestions
 Schemes
 Distribution

19. 19
Difference Volume
Analysis
Survey
Report
FindingsAnalysis Feedback
Learning
Learning:
Learnt to interact and handle diversified sets of customers
 Learnt about the customer preference and their demand
 Learnt about the Distribution channel and the process adopted by Heinz India
 Understood the Market Potential for Heinz Tomato ketchup

20. 20
Thank you
Visit us at heinzindia.com