Brand Loyalty FIRST MOVER ADVANTAGE MACRO ENVIRONMENT

1. GOOD BYE COMMODITY
Ajal Jose Akkara

2. ASSUMPTIONS
• RURAL MARKETS MOSTLY USE
UNBRANDED SALT
• ALL THE PREFFERED CUSTOMERS ARE
HAVING 2 CHOICES
BRANDED SALT UN BRANDED SALT

3. YES

4.  52 % PREFER TATA SALT WHEREAS
ONLY 37% BUY TATA SALT

5. POTENTIAL
1. UN TAPPED EXISTING BRANDED MARKET
[ 37 % TO 52% ]
2. POSSIBILITY OF EXPANDING THROUGH
UNBRANDED SALT MARKET [ ABOUT
70% OF TOTAL DEMAND ]
3. Brand Loyalty
4. FIRST MOVER ADVANTAGE

6. FIRM WILL BE SUCCESSFUL IN FUTURE
CAPITALIZING ON THE PRESENT TRENDS
 MARKETING BASE
TATA SALT @ 1983
DCW  CAPTAIN COOK @ 1991
HINDUSTAN LEVER  ANNAPURNA @ 1983

7. 4 P’s
• PRODUCT
• PRICING
• PROMOTION
• PLACE
• PEOPLE
• PROCESS
• PHYSICAL EVIDENCE
WHICH ONE IS
MORE NB

8. TIME LINE
ACTION
PREDICTION
FORECASTING
PRESENT FUTURE

9. PRODUCT & PROMOTION
• PROMOTION SPECIFICALLY BY WAY OF
EDUCATING ON HEALTH AND PURITY
• INCREASE VISIBILITY

10. MACRO ENVIRONMENT
• DEMOGRAPHICS @ PLACE
- POPULATION CHARACTERISTICS
BRANDED SALT IS MAINLY CONSUMED
BY URBAN POPULATION @ 70%

11. EDUCATION ,
SCIENCE AND TECHNOLOGY
1. AWARENESS
2. HEALTH BENEFITS
TABLE SALT
AND
ROCK SALT
DIFFERENTIATE
And
PROMOTE

12. 1
• CONSIDER THE MARKET AND
CUSTOMER ORIENTATION
ECONOMIC ENVIRONMENT
MERE
COMMODITY
FMCG
@ SALT BED AT NAGARKOVIL ,
TIRUNELVELI AREAS AT SOUTH INDIA Fast moving consumer goods

13. THANK YOU