Eco Book Review
Submitted by:
Akansha Agarwal 19005
Aparna Giri 19012
Megha Rajeev 19034
Nirav Lalan 19040
Priyadarshini GP 19046
Rajan Luthra 19049
Rushabh Lalan 19055
Samir Prakash 19058
Submitted by:
Akansha Agarwal 19005
Aparna Giri 19012
Megha Rajeev 19034
Nirav Lalan 19040
Priyadarshini GP 19046
Rajan Luthra 19049
Rushabh Lalan 19055
Samir Prakash 19058
PRODUCT MANAGEMENT
PRODUCT MANAGEMENT
CATEGORY: BREAKFAST CEREALS
CATEGORY: BREAKFAST CEREALS
Category Analysis
Aggregate Market Factors | Analysis | Assessment Market Attractiveness | Category Size | * Rs 7514 million in 2012 * Breakfast cereal category contains four primary brands – Hot Cereals, RTE Cereals, Children’s Breakfast Cereals and Family Breakfast Cereal | ++ | Category Growth | * Average annual growth rate of 28% between 2006 and 2011 * Expected sales forecasted at Rs 15614 Million in 2016 and expected to grow at the rate of 16% * Category is expanding: Existing brands are coming up with new products and market penetration is also increasing | + | Product Life Cycle | * Category is currently in the growth stage of Product Life Cycle | ++ | Sales Cyclicity | * While cereals are fairly priced, they are not affected by any kind of GDP variations | ++ | Seasonality | * It is an year round sales | ++ | Profits | * Gross profit margin of 40 – 45% * Increasing competition and new product launches might affect the profit margin | + | Threat of new entrants/exits | * Less chances of new competitor coming into picture * Big four players (Kellogs, Frito Lay, Baggry’s India and Mohun) strongly in place * New product launches by existing player will be a threat | + | Economies of scale | * Competitors with more product variation with respect to Hot cereals and Breakfast cereals will experience economies of scale as compared to others | + | Product Differentiation | * Product differentiation is in terms of ingredients, cereals and
Akansha Agarwal 19005
Aparna Giri 19012
Megha Rajeev 19034
Nirav Lalan 19040
Priyadarshini GP 19046
Rajan Luthra 19049
Rushabh Lalan 19055
Samir Prakash 19058
Submitted by:
Akansha Agarwal 19005
Aparna Giri 19012
Megha Rajeev 19034
Nirav Lalan 19040
Priyadarshini GP 19046
Rajan Luthra 19049
Rushabh Lalan 19055
Samir Prakash 19058
PRODUCT MANAGEMENT
PRODUCT MANAGEMENT
CATEGORY: BREAKFAST CEREALS
CATEGORY: BREAKFAST CEREALS
Category Analysis
Aggregate Market Factors | Analysis | Assessment Market Attractiveness | Category Size | * Rs 7514 million in 2012 * Breakfast cereal category contains four primary brands – Hot Cereals, RTE Cereals, Children’s Breakfast Cereals and Family Breakfast Cereal | ++ | Category Growth | * Average annual growth rate of 28% between 2006 and 2011 * Expected sales forecasted at Rs 15614 Million in 2016 and expected to grow at the rate of 16% * Category is expanding: Existing brands are coming up with new products and market penetration is also increasing | + | Product Life Cycle | * Category is currently in the growth stage of Product Life Cycle | ++ | Sales Cyclicity | * While cereals are fairly priced, they are not affected by any kind of GDP variations | ++ | Seasonality | * It is an year round sales | ++ | Profits | * Gross profit margin of 40 – 45% * Increasing competition and new product launches might affect the profit margin | + | Threat of new entrants/exits | * Less chances of new competitor coming into picture * Big four players (Kellogs, Frito Lay, Baggry’s India and Mohun) strongly in place * New product launches by existing player will be a threat | + | Economies of scale | * Competitors with more product variation with respect to Hot cereals and Breakfast cereals will experience economies of scale as compared to others | + | Product Differentiation | * Product differentiation is in terms of ingredients, cereals and