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Indian Ketchup Market Overview and Analysis

The document provides an overview of the ketchup market in India. It discusses the major brands in the industry - Maggie, Kissan, Heinz, and local brands. Maggie has the largest market share at 37% while Kissan and local brands each have around 29-30% market share. The document also profiles the major competitors Kissan, Heinz, and Tops - detailing their history, products, marketing strategies, and position in the market. Suggestions are provided around improving product quality and thickness, expanding distribution channels, and increasing promotions through discounts and advertisements.

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Harshi Aggarwal
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117 views14 pages

Indian Ketchup Market Overview and Analysis

The document provides an overview of the ketchup market in India. It discusses the major brands in the industry - Maggie, Kissan, Heinz, and local brands. Maggie has the largest market share at 37% while Kissan and local brands each have around 29-30% market share. The document also profiles the major competitors Kissan, Heinz, and Tops - detailing their history, products, marketing strategies, and position in the market. Suggestions are provided around improving product quality and thickness, expanding distribution channels, and increasing promotions through discounts and advertisements.

Uploaded by

Harshi Aggarwal
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd

EXECUTIVE SUMMARY

1991- FREEDOM OF ENTRY FOR FOREIGN BRANDS TILL 1970-80-MAGGIE AND KISSAN MAJOR BRANDS 1994-HEINZ CAME MAJOR LOCAL COMPETITORSTOPS,CREMICA

COMPANY HISTORY
INTRODUCED BY NESTLE INDIA LIMITED (NIL). LAUNCHED IN 1982 A BRAND FOR- 2 MINUTES NOODLES, CHINESE NOODLES,KETCHUPS

INDUSTRY STRUCTURE
MAGGIE-37% KISSAN-29% HEINZ-10% LOCAL BRANDS-24%
Sales

MAGGIE
KISSAN LOCAL BRANDS

HEINZ

ENVIRONMENT
MAJOR COMPETITORS1. KISSAN 2. HEINZ 3. TOPS

KISSAN
LAUNCHED BY- HUL FIRST PRODUCTSQUASHES OTHER PRODUCTSKETCHUP AND JAMS 100% REAL

HEINZ
CAME IN 1994 PROVIDES TASTE AND NUTRITION ACUIRED FORMER FOOD DIVISION GLAXO

TOPS
CAME IN 1985 IDEA OF BRIJ M. SETH PRODUCTS-JAMS PICKLES,KETCHUP

MARKETTING- MIX
MARKETTING MIX CONSIST OF 1. PRODUCT 2. PRICE 3. PLACE 4. PROMOTION

PRODUCT
MAGGIE TOMATO KETCHUP, MASALA CHILLI,HOT AND SWEET, CHILLI GARLIC TOMATO PUDINA , TOMATO CHAT PAT BRIGHT RED IN COLOR LESS THICK KISSAN TOMATO KETCHUP TOMATO SAUCE(NO ONION NO GARLIC) DARK RED IN COLOR MORE THICK

PROMOTION
TELEVISION BRAND EXTENSION FREE SAMPES SPONSORED COOKERY SHOWS CELEBRITY ENDORSEMENT- Eg JAVED JAFFERI

PLACE
KIRANA STORES RETAIL STORES

PRICE
MAGGIE 1Kg BOTTLE(WITH 20% FREE OFFER)-Rs 90 200 gm BOTTLE-Rs 26 KISSAN KISSAN KETCHUP 1 Kg BOTTLE- Rs 91 500 gm BOTTLE- Rs49 600 gm SQUEEZY PACK- Rs 60

SUGGESTIONS
PRODUCT WORK ON THICKNESS WORK ON TASTE MAINTAIN QUALITY PLACE

PROMOTION MORE DISCOUNT S LIKE BUY 1 GET 1 FREE MORE ADVERTISEMENT ON TV PROMOTE ITS PRODUCT PICHKOO

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