Marketing Management Bongully Roshogulla

CONTENTS

1. Objective ................................................................................................................3
2. Situation Analysis...................................................................................................3
3. The Product............................................................................................................3
3.1 Composition.....................................................................................................3
3.2 Flowchart of Roshogulla Preparation...............................................................4
4. Market Research.....................................................................................................5
4.1 Research Problem.............................................................................................5
4.2 Developing Research Plan................................................................................5
4.3 Collection of Data............................................................................................6
5. Findings of Market Research.................................................................................6
5.1 Market Summary..............................................................................................6
5.2 Market Demographics......................................................................................7
5.3 Behavioural Patterns........................................................................................7
5.4 Market Needs...................................................................................................8
5.5 Market Trends..................................................................................................8
5.6 Market Growth................................................................................................10
6. Market Segmentation............................................................................................12
6.1 Behavioral segmentation ..............................................................................12
6.2 Demographic Segmentation............................................................................13
6.3 Geographical Segmentation............................................................................14
7. Targeting ..............................................................................................................15
8. Competition...........................................................................................................16
8.1 Strengths and weakness of competitor...........................................................17
8.2 Competitive Force..........................................................................................19
9. Demand Estimation..............................................................................................20
10. SWOT Analysis....................................................................................................22
9.1 Strengths.........................................................................................................22
9.2 Weakness........................................................................................................23
9.3 Opportunity.....................................................................................................23
9.4 Threats.............................................................................................................23

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Marketing Management Bongully Roshogulla

List of Figures

Figure 1: Research Plan...................................................................................................................3

Figure 2: Attribute values considered for self consumption............................................................7
Figure 3: Attribute values considered for gifts/ offerings...............................................................7
Figure 4: Sweet Consumption at Anand........................................................................................17
Figure 5: Canned and Packaged Sweet consumption at Anand....................................................18

List of Table

Table 1: Demographic Details.........................................................................................................5

Table 2: Education Institutions at Anand........................................................................................8
Table 3: Percentage Decadal Variation in Population of Anand.....................................................9
Table 4: Estimated Criteria Fitting Population..............................................................................10
Table 5: Population breakup Age group wise................................................................................11

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Marketing Management Bongully Roshogulla

1. Organization Objective

The objective of our organization is to offer the traditional Bengali sweet, Roshogulla, to cater
the demand of products which reflect inter regional exchange of traditions and customs in the
form of good quality, which find its deep roots into the rich cultural heritage of India at the same
time fulfilling satisfying the needs healthy sweets.

2. Situation Analysis

With an extensive population base, increasing middle and upper middle class and strong
macroeconomic and political environment, the food market has emerged as the one of the fastest
growing segments in Anand in the past few years. The introduction of tetra packs and cans has
increased the number of people consuming portable products. 64 % of the packaged goods
consumed are either dairy or dairy related food products 1. Rapid lifestyle changes, particularly
among those living in urban and semi urban areas, has resulted into a dramatic increase in the
demand for processed or health food, packaged and ready-to-eat food products. Consumers have
become conscious about the health hazards of sweets with excessive fat content or cholesterol
content, hence are switching to more healthy foods like organic and Probiotic sweets.

Bongully Roshogulla is one of a kind product made with pure cow milk. The spongy and white
Roshogullas are dipped in a pool of sugar syrup blended with the fragrance of cool rose water
reflecting the traditional roshogullas of Bengal connecting you to the gullies of Kolkata, where
the sweet originated and has been carrying on its legacy from generations.

The product also takes care of the health requirements by making sure that the digestive system
works well by having a Probiotic base. This state of the art technology is developed by the
hardworking R&D department of our company.

3. The Product – Bongully Roshogulla

3.1 Composition

1
Source: Euromonitor International; U.S.D.A Economic Research Service

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Marketing Management Bongully Roshogulla

The conceived product would be made of whole milk instead of skimmed milk. The comparative
high proportion of fat in the whole milk would make our product mellower in mouth-feel. The
product would contain flour (maida) along with whey protein powder as the binding agent. The
whey protein powder would add to more nutritive value of the product. The sugar syrup would
be differently flavoured with rose petal extract. The sugar syrup would contain pro biotic
cultures which help retaining a healthy balance of required micro-flora in the gastro-intestinal
tract. On the whole our product would be unique in the aspect of nutritional value as well as
flavour. A rose water-flavour with a wholesome mellow mouth-feel fortified with high nutritive
value would position our product in such a point in the value chain that would really be a
competitive

3.2 Flowchart of Roshogulla Preparation

Fresh cow milk Boiling Cooking (70 0C) Coagulation (700C) (with 0.5% citric acid

Sol n)

Gentle pressing cooling to room temp by dipping Collection of curd in muslin cloth

To 30 min (0.5 kg/cm 2) the cloth bundle in tap water

Kneading to smooth paste Preparation of Balls (10gm) Putting in boiling sugar syrup

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Marketing Management Bongully Roshogulla

Transfer of Rasogulla to sugar

Syrup sol n to soaking (concentration of 40% at 600C)

4. Market Research
4.1 Research Problem

The market of Anand is a mix of into various geographical and demographic differences. It is
necessary to understand this mix to comprehend the market dynamics. The objective of this
research is to develop a basic knowledge of the consumer demand of sweet products and healthy
food stuff in Anand district.

4.2 Developing Research Plan

The research plan is a necessary step to build a guided path towards reaching the ultimate
objective. Our research plan focussed on three steps:

Collection of
Data, both Analysis of data Decisions based
primary and recovered on the analysis
secondary

Figure 1: Research Plan

In stage 1, we focussed on collection of primary and secondary data using various methods
described in the next section. The data collected was formulated in the form of answers to
multiple choice questions, paragraph type questions and easy to answer one liners. Also, the
interviews with market professionals and sweet shop owners were structured and guided to give
us the required information. Market intelligence was also used to intricately mine information
which was initially not accessible, especially in case of competitors and surrogate products.

Stage two was centred on finding patterns in the data found. This included forecasts, trend
analysis and consumer behaviour analysis. Also, the data collected was narrowed down to
understandable information which can be further used in step 3.

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Marketing Management Bongully Roshogulla

The decisions of segmentation of the market and which segment to target will be made in the
third stage. This was done based on the information analysis in stage 2.

4.3 Collection of Data

The methods used for the data collection include both primary and secondary data collection
about the consumers using. For collection of data, the following methods were used:

Primary Data:

 Close ended questionnaires.

 Structured interviews with industry professionals.
 Focussed Group Discussions with consumers at various public places.
 Interviews with sweet shop owners.

Secondary Data:

 Census of India 2001

 Data mining from various databases viz.
o Indiastat
o CMIE State Analysis Service (SAS)

5. Findings of Market Research

An extensive study of the Anand market was taken up in March 2011. The market research was
done with an objective to understand the consumer behaviours and consumption patterns as a
part of the segmentation, targeting and positioning process for the product.

5.1 Market Summary

The market chosen for the initial sale of product is the district of Anand in the state of Gujarat.
The district of Anand is one of the 25 administrative districts of Gujarat which was carved out of
the Kheda district in 1997. Anand town is its district head quarters and is the major town. Anand

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Marketing Management Bongully Roshogulla

is bounded by Kheda to the north, Vadodara to the east, Ahmedabad to the west, and the Gulf of
Cambay to the south.

5.2 Market Demographics

The Anand market consisted of a population of 130462 in 2001 (Source: Census 2001) with
projected growth rate of 5.6 %. The projected population for 2016 and 2021 are given in Table 1.

The demographic details relevant for our plan are listed below.

Table 1: Demographic Details

Sr. No. Statistic Value Source of Data

1. Area  2676 sq km (Rural) Census 2001
 265 sq km (Urban)
2. Population in 2001 130462 Census 2001
3. Projected Population  163598 (2011) Census 2001
 180586 (2016)
 196884 (2021)
(Source: Census 2001)

5.3 Behavioural Patterns

Arrival of food multinationals like Dominoes and US Pizza, and abundance of fast food outlets
have further added to the growth in this industry. The changing situation of the retail industry,
like opening up of new supermarkets/hypermarkets, emerging shopping malls and numerous fast
food outlets, along with favourable industry trends, is about to bring sweeping shifts in the food
sector of Anand. The large number of college and educational institutions has further added to
the increased customer base. Anand, being host to one of the most prestigious universities of
Gujarat attract a large number of students every year, hence adding to the already growing
student population of the city.

Anand is a home to a large population of NRIs. Most of these NRIs currently reside in either the
United States of America or the United Kingdom. A large number of these NRIs have seasonal

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Marketing Management Bongully Roshogulla

patterns of returning to India every year. The months from October to February, when the United
States and United Kingdom is chilling with sub zero temperatures, the NRIs come to their
homeland to enjoy relatively pleasant winters with their families. Statistics say that Americas
consume 31 per cent2 more packaged food than fresh food. This coupled with the increasing
demand of Indian food stuff across the continent creates the demand for these NRIs looking for
packaged indigenous India sweets and food which can be easily taken across the border without
any hassles.

5.4 Market Needs

The market needs were assessed based on the personal interviews with the customers, retailers
and local sweet shop owners. Even the marketing professionals were certain of the fact that the
there is a huge need for indigenous milk products in the market. Some of the needs which came
out as the most evident ones during the research are listed below:

 Affordable canned sweets.

 Hygienically prepared and packaged sweets.
 Packaged Roshogulla withholding the international food standards for NRI customers.
 Easier accessibility and convenience to buy the canned Roshogulla.
 Value for money in terms of good taste and quality
 Variety in the section of canned sweets.
Thus we can clearly see that the market lacks good quality and variety of canned sweets at an
affordable price which are easily accessible to the customers. The Bongully Roshogulla will cater
to the needs of the market with affordable price and give quality and satisfaction to the customers
buying this product. The exquisite packaging with reliability will add to the delight of the NRI
customers and for customers who will offer our Roshogulla as gifts and presents.

5.5 Market Trends

 There is an increasing trend towards moving towards the nuclear family structure. Out of
the sample taken, only 15.09 % households have more than 5 family members. More the

2
Source: Euromonitor International; U.S.D.A Economic Research Service

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Marketing Management Bongully Roshogulla

number of individual family groups, greater will the number of customers as each
household will have their individual consumer role occupant, viz. the gatekeeper, buyer
and consumer.
 Also, people have become more health conscious nowadays. 81 % of the households
covered during the survey, consumed less than 1 kg of sweets weekly with 67 % of this
subset having less than 5 members, i.e. on an average the per capita sweet consumption is
approximately 200 gms.
 The growing trend of market can be said to be of bulk purchase and an elongated period
of consumption. Only 32.07 % of the households went out of the house atleast once for
sweets during a week.
 People prefer sweets which are tastier and have a better quality than those that are
cheaper. But the attributes which attract a customer is also dependent of his use of the
sweets. We took two uses specifically –
 Self consumption

8% 4% Calorie Content (Health value)

2%
Occasion
Price
49%
Quality (packaging, place of sale
38%etc.)

Taste

Figure 2: Attribute values considered for self consumption

 For gifts or offerings

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Marketing Management Bongully Roshogulla

11%
17%
Calorie Content (Health value)

Occasion
8%
Price

Quality (packaging, place of sale etc.)

Taste
64%

Figure 3: Attribute values considered for gifts/ offerings

 Another interesting observation which was made during the study is the emotional value
consumers attach with the sweets consumed. For 62 % of the population surveyed, people
attach a sense of traditional and cultural identity with the sweets they consume.
 Apart from the data collected through the research process, the market has seen a
considerable growth of sugar free sweets, Amul Probiotic Lassi and ice-creams, and
similar pro- health products indicating the increasing tendency of people to move towards
health conscious products.

5.6 Market Growth

The market for sweets has grown significantly with the increase in various factors directly or
indirectly affecting the disposable income of consumers. Apart from that, the major contributors
to the growth of the market can be attributed to the following factors:

o The increasing number of educational institutes in Anand has led to a boom in the student
population in the district. Table 2 below shows the number of institutions in Anand
district.

Table 2: Education Institutions at Anand

Education Institutes Number

Primary Schools 1123
Secondary Schools 225
Higher Secondary Schools 68
Universities 2
ITI’s 19
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Marketing Management Bongully Roshogulla

Pharmacy Colleges 12
Engineering Colleges 5
Medical Colleges 1
Polytechnic Colleges 1
Management Colleges 4
Other Colleges 24
(Source: Socio Economic Review, 2006, Anand District Profile)

o Another source of the increase in the market would be the rising investments in the
industry sector at Anand. Anand had a total of 10 MoUs signed during Vibrant Gujarat
Global Investors Summits (VGGIS) 2003, 2005 and 2007, in several sectors such as,
ports, power, agro & food processing, tourism, chemicals & petrochemicals and auto &
engineering. Another 8 MoUs worth Rs 2057 crores is the latest VGGIS has resulted in
almost 18000 prospective job offers.3 With the growth of the industry at Anand, the
inflow of people from adjoining regions will increase the overall market size and the
number of people who can be targeted.
o The nearness to business towns like Ahmedabad and Vadodara and industrial areas of
Nadiad also contribute to a significant share in the population growth of the district.
o The natural growth of population in Anand shows a skewed pattern from very early
years. Hence, it is difficult to take a forecast pattern. The percentage decadal variation
forms an erratic pattern for population growth rate. The increase in population causes an
increase in the overall consumer base and also the prospective new customers.
Table 3: Percentage Decadal Variation in Population of Anand

Decades Percentage Decadal Variation (in %)

1901-11 -2
1911-21 1.57
1921-31 8.79
1931-41 18.97
1941-51 20.66
1951-61 20.37
1961-71 22.44
1971-81 23.42
1981-91 13.39
1991-01 13.03
(Source: Census of India 2001)

3
Source: Industrial Commissionerate, Government of Gujarat 2007.

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Marketing Management Bongully Roshogulla

6. Market Segmentation
The segmentation of the market can be done on various grounds viz. demographic, lifestyle, taste
etc. If we consider these attributes one by one, we have a list of segments as given below:
6.1 Behavioral segmentation

The most generic form of segmentation of the market can be on the basis of those who prefer
sweets to those who do not. Considering the data from the marketing research survey, we have
tried to categorize those who prefer sweets on the basis of the number of times they consume
sweets per week. Hence, we get two categories:

o People who consume sweets atleast once a week

o People who consume sweets once in 2-3 weeks

Considering the above criteria, we have extrapolated the overall population of Anand in the
proportion as found in the sample survey. With this method the two market segments make up
the following market segment:

Table 4: Estimated Criteria Fitting Population

Criteria Percentage of Criteria Projected Overall population

in the Sample Survey Fitting Criteria
People who consume Year 2011 Year 2016 Year 2021
sweets atleast once a week 58.09 %
95034 104902 114370
People who consume Year 2011 Year 2016 Year 2021
sweets once in 2-3 weeks 41.91 %
685634 75684 82514

Yet another form of psychographic segmentation can be done on the basis of people’s views
towards their health. The broad categorization can be done as:

i. Health conscious consumers

ii. Health indifferent consumers

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Marketing Management Bongully Roshogulla

These will help in segmenting the market according to those who would prefer the Probiotic
culture presence in the Roshogulla, and those who would be indifferent of its presence. For the
former, apart from the taste and quality, Probiotic will be an added incentive to buy this product,
that too at a trivial extra amount. For the latter, however, the presence or absence of the Probiotic
culture will not bring about an enormous change in their attitude. But it may lead them to buy the
product due to the little extra it offers for only a small price.

6.2 Demographic Segmentation

Another way of segmenting the market is on the basis of the demography. The Table 5 below
shows the breakup of the population according to the percent of population in each group of 5
years. We have considered the age groups from 15 years and above to the age of 60 years where
the sweet consumption is maximum in a lifespan. Before 15 years, consumption of our product
Roshogulla is controlled by the parents. We have considered the upper limit as 60 years as after
this particular age, the consumption of sweets decreases as aging population becomes conscious
of their sugar levels and other possible health hazards.

Table 5: Population breakup Age group wise

Age Groups Percentage of Population in 2001 Total Population in the

(in percent) Age-Groups
15-19 years 9.5 15542
20-24 years 9.6 15705
25-29 years 9 14724
30-34 years 8.1 13251
35-39 years 7.2 11779
40-44 years 6.6 10797
45-49 years 5.9 9652
50-54 years 4.9 8016
55-59 years 3.8 6217
(Source: Census 2001)

Segmentation possible is on the basis of the income earned by a household. As we know, the
buying power and frequency is directly proportional to the amount of disposable income in hand.
Hence, the market can be segmented into sections based on the income levels as:

 Upper
 Upper Middle
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Marketing Management Bongully Roshogulla

 Middle
 Lower Middle and
 Lower

where the income levels decrease from Upper to Lower.

6.3 Geographical Segmentation

This is another form of segmentation possible for the Anand district. Anand is a very peculiar
district in its rural-urban divide pattern. The administrative rural Anand district consists of sharp
contrasts in the lifestyle and socio economic pattern of the population. The area details of Anand
– rural and urban, have been provided in Table 1.

On one hand, we have the villages of Navli, Borsad etc. which are less developed as compared to
the town area. On the other extreme is Vidyanagar, which is another rural part of Anand, which
is a highly evolved and well developed market. It is home to a lot of organized food sector.
Vidyanagar has a large number of eateries and sweet shops. One can also find multinational food
brands such as Subway, US Pizza and Dominoes in the locality. The lifestyle of the population is
more of the upper and upper middle class. A major segment of the population consists of
families of NRIs.

Besides this, Anand town has major markets near Railway station, Laxmi Talkies and
Gamdivaad Chowkdi. The population of Anand town is again an upper and upper middle class
market mixed with the middle class residing near the areas of the Borsad Chowkdi and Lotia
Bhagol. Hence, we can find a mix of the classes in Anand town living in different geographical
areas. We would be utilizing this area mix for the placement activity of our product.

7. Targeting

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Marketing Management Bongully Roshogulla

Targeting is the process of selecting the segment which would be focused while initially
marketing our product. We would be using a segment by segment conquest strategy. Hence, it is
necessary to get the first step correct. If we consider the various segments and the benefits which
our product is offering to each segment, we can target the segments which reap the maximum
benefits from our product.

From the analysis of the market and the segments created, we have concluded that the target
segment for our product will be health conscious upper, upper middle and middle class people
with a liking towards sweets. Of this particular group, people living in Anand town and Vidya
Nagar rural area. People from the age groups of 15 to 60 years will relish this delightful treat.

The health needs of health conscious people are catered by the provision of the Probiotic culture
presence in the product. This has a two faced effect. One, the bacteria helps the body medically,
and second, the psychological effect of eating good quality healthy food which automatically
makes you feel good and thus realize the value and benefits of our product. The people
belonging to the age group of 45 years and above, start feeling the need of paying extra attention
towards their health. The product provides them a source to satisfy this need in a pleasing
manner.

This effect has also got induced in the minds of the youngsters whereby relating health
consciousness to being ‘cool and trendy’ is increasing. Good examples of this are Amul Kool
milk.

During the months of October to February, special emphasis would be given to the returning
NRIs, as they come for the winters vacations. The desire for traditional Indian food and sweets is
satisfied by our product. Also, it offers them a good souvenir for their friends abroad which aptly
portrays the traditional richness of Indian cuisine.

8. Competition

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Marketing Management Bongully Roshogulla

We can examine competition from two points of view, one is Industry and other is market. From
the industry point of view, all those group of firms that offer a product that can be a close
substitute of our product will be our competitors. All local sweet shops which produce sweet as
well as firms that produce packed or canned sweet will be our competitor. The product which
can substitute our product will be different type of sweets available in Anand market. The main
sweets which are sold in the Anand market are as following:

1. Kaju Katli.
2. Sohan papdi.
3. Halvasan
4. Malpua
5. Basundi
6. Ghari (sweet from Surat)
7. Ghebar or Ghevar (sweet from Surat)
8. Roshogulla
9. Magas (or Magaj)
10. Sukhadi
11. Penda
12. Barfi
13. Ladu
14. Ghooghra
15. Jalebi
16. Shrikhand, a thick yogurt-based sweet dessert garnished with ground nuts, cardamom,
and saffron
17. Doodhpak, a milk-based sweet dessert with nuts

All these sweet can act as a substitute for our product. Along with local sweet producer, there are
some firms which produce canned sweets. The major player in this canned sweet segment is
Haldiram, Amul’s Gulab Jaamun. There are some local producers in Kambhat, Vadodara, Surat
which produce supply sweet in Anand market.

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Marketing Management Bongully Roshogulla

8.1 Strengths and weakness of competitor

8.1.1 Local sweet producer

The major players in this segment are:

 Jai Bhavani Rasmalai centre

 Khambatwala Sweets
 Shreeyogi Sweets
 Rajbhog
 Sukhadiya sweets and farsaan
 Gangaprasad Sweets

Most of the retail sweet shops produce sweet by themselves and sell it. They produce varieties of
sweet and production quantity depends upon demand of sweet. Demand increase exponentially
during festive season. They are the major player in the market. Around 90% of market demands
are fulfilled by them.

 Strength:
1. Prepare fresh sweets.
2. Easily available in various part of city.
3. Due to tough competition among them, price is reasonable.
4. Develop faith among customer due to long term relationship.
5. Varieties of sweet are available.
 Weakness
1. Most of the sweet are prepared in unhygienic condition.
2. Sweet have short shelf life.
3. Many local producers do not have shop at various part of city. So sweet of any specific
producer is available at only one place.
4. Sweet are not according to international standard so cannot be export to NRI customer.
5. Not able to produce good quality north Indian sweets.

8.1.2 Haldiram Sweets

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Marketing Management Bongully Roshogulla

Haldiram's is one of India's largest sweets and snacks manufacturers, based in Nagpur, India.

They are one who achieved the first move in canned and packed sweets. They have distribution
all over the country. Their products are exported to various parts of world. They mainly produce
canned Roshogulla, Gulabjaamun and packed Soanpapdi. The daily sell of the Haldiram’s
Roshogulla is 1.8 tonnes per month. Market share of Haldiram in Rashogulla in Anand market is
around 40%.

 Strength
1. Sweets are produce in hygienic condition.
2. Canned sweets have long shelf line.
3. Company has the first mover advantage.
4. Company uses the best technology available for production.
5. Haldiram has strong distribution networks which ensure widest possible reach. Product is
available at various retail stores in various parts of Anand city.

 Weakness
1. Not able to cater the people those who want to eat fresh sweet.
2. Relative higher prices than the freshly produced sweets.

8.1.3 Amul’s Gulab Jaamun

Amul produces canned Gulab Jaamun. Their main competitor in canned sweet market is
Haldiram. Monthly consumption of their product in Anand is .9 tonnes and during festive season
demand increase to 2 tonnes per month. They are holding 20% market share of Gulab Jaamun in
Anand market.

 Strength
1. Sweet are produce in hygienic condition.
2. Canned sweet have long shelf line.
3. Company uses the best technology available for production.
4. Amul has strong distribution networks which ensure widest possible reach. Product is
available at various retail store in various part of Anand city.

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Marketing Management Bongully Roshogulla

 Weakness
1. Not able to cater the people those who want to eat fresh sweet.
2. Relative higher price than the fresh produced sweet.

Point of parity: Quality of Bongully Roshogulla is equivalent to canned sweets of Haldiram and
AMUL. The packaging and hygienic conditions of production are all ISO certified, as with the
case with any competitor.

Point of difference: Our product has pro-biotic culture which makes it superior from available
product in the market. This not only adds value to the composition of the product but also
increases the emotional benefits which the consumers derive from having our product.

8.2 Competitive Force

 Threat of intense segment rivalry: Industry has numerous numbers of competitors. But
in the canned sweet segment there are only few players. Only Amul and Haldiram are
two aggressive competitors. But due to increasing purchasing power capacity, there is
increase in demand of sweet.
 Threat of new entrant: In segment of canned sweet market, entry barrier is low so there
is chance of entry of new competitor with a product having feature same as our product
have. We need to maintain quality and develop a brand so those customers do not switch
over to other similar types of product.
 Threat of substitute product: If we talk about the industry we are entering has lots of
substitute but our product has some unique feature which differentiate it from the other
product.
 Threat of buyer’s growing bargaining power: In canned sweet segment, there only few
dominant players. Buyer does not have much option in this segment. Either he or she can
buy Haldiram product or Amul’s Gulabjaamun. Demand for canned sweet is increasing
as people are becoming more health conscious but still there are only two players in
market.

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Marketing Management Bongully Roshogulla

 Threat of supplier’s growing bargaining power: The input require for sweet
production can be obtained from various suppliers so suppliers do not have much
bargaining power. So it increase attractiveness of the industry.

9. Demand Estimation:

Anand monthly sweet consumption is around 15.75 Tonnes. Local producer group is market
leader. They acquire almost 90% of market share. The next important player in the market is
Haldiram and Amul. They are involved in canned and packed sweet segment. Monthly
consumption of packed and canned sweet in Anand is 1.62 Tonnes, which is around 10% of total
sweet market.

Anand Sweet Consumption

6%
6%

Amul' roshogulla
Haldiram's sweet
Local Producer

88%

Figure 4: Sweet Consumption at Anand

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Marketing Management Bongully Roshogulla

Anand Canned and Packed Sweet Consumption

18%

Amul
40% ;
;

42%

Figure 5: Canned and Packaged Sweet consumption at Anand

Demand estimation has been done with help of data obtained by the survey of different sweets
and retail shops and data obtained from AMUL Sales Department. By extrapolating the monthly
sales figures while considering the fluctuations in demand due to festive and non festive season,
we estimate the consumption of sweets in the Anand market. By survey, we came to know that
Gulab Jaamun is most demanded sweet in the Anand market. With help of sales figures of
AMUL’s Gulab Jaamun, which is 900 Kg per month, and it has market share of 20% in Gulab
Jaamun sweet segment. Total consumption of Gulab Jaamun in the Anand market is 4.5 tons.
From the survey we found that the Roshogulla is one of the least demanded sweet mainly because
good quality Roshogulla at an affordable price is not available in the market. But still Roshogulla
has demand of 1.8 tons per month.

Now for simplicity we have considered only five major sweets in the market which majorly
cover each strata of the society. Thus, the total demand of the sweets in the Anand market can be
found out as-

Total sales = ((Gulab Jaamun sales+ Roshogulla sales)/2)*5

Thus the total sales come out to be 15.75 Tons/month.

The annual demand comes out to be 189 tons.

Potential market for our product will include this large sweet market.
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Marketing Management Bongully Roshogulla

As far as additional pro-biotic market is concerned, we are catering the market which is
exclusively health conscious and the late adopters who will shift to our product because of an
additional advantage of health supplement in our product.

The current demand of the Pro-biotic product (Pro-biotic Lassi) existing in the market is 1000
glasses/day.

Thus the annual demand of the Pro-biotic product is 3, 65,000 approx.

This forms our potential market too. However, the major condition which comes here is that the
people who are by and large consuming the sweets too. Thus the potential market seems to be the
same which we approximated for the sweets.

10.SWOT Analysis:

When we analyse the market for our product and the existing competitors we can see that there
exist several risks and opportunities for our product from the external market. Apart from it we
also analysed strengths and the weakness in the product. The strengths, weakness, opportunity
and threats to our products have been produced below:

10.1 Strengths:
 Product quality: Our product Bong Gully Roshogulla would be made with holistic and
stringent quality check measures to ensure good quality of sweet to the customers. This
would get us an edge over the local sweet shops as there is variation in quality.
 Value for money: Our product would return good value for money with ease in
accessibility with good taste and affordable price in comparison with competitor’s
product.
 Hygienic product: Our product would be processed with high hygiene standards which
would help us earn the trust and good name amongst the customers.
 High shelf life: The sterilization process which would involve the best existing
technology in the market would enable us to manufacture a product which has higher
shelf life.

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 Pro-biotic Culture: Our Roshogulla will have the Pro-biotic culture added in it which will
assist in digestion and help in activating pancreatic actions in the body. Thus the common
tendency and perceptions associated with the sweets that it would damage the system of
the body would not be associated with our product.
10.2 Weakness:
 People may prefer fresh sweets over the canned sweets and thus our idea of marketing
and positioning our Roshogullas may altogether be a failure, in case people resist
changing their behaviour and don’t accept canned products.
 The market of regional sweets is very less and people stick to the traditional Gujarati
Sweets which are well catered to by both the organized sweet shops and the unorganized
sweet shops. Thus our product of Roshogulla will have to overcome the idea of an
outsider sweet through marketing.
 People are unaware of the pro-biotic culture and don’t know anything about it. The
other product which consists of Pro-biotic Culture in them isn’t sold due to the pro-biotic
feature in them. Thus we would need to make people aware about the advantages of the
Pro-biotic culture.

10.3 Opportunity:
 The increase in the number of the people, with the increase in the income, who are
concerned about their health and want to consume less calorie and healthy food. The pro-
biotic culture would help us to serve to the increasing market of these people.
 With the increase in the quality concerns and the hygiene, which people find better in
branded and canned products, there is lot of scope for the canned sweets in the market.
Apart from it, the Growing NRI market would also assist us to expand the market.
 Currently, the quality available in the market isn’t of the best quality possible which
creates a market gap. There is an opportunity to fill this market gap by producing the
Roshogullas and marketing it well to earn good market share.

10.4 Threats:
 The inclusion of the pro-biotic culture may just earn a tag of Medicinal Roshogulla which
would then be restricted to the market of health conscious people.

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 With the advent of untapped market, it may happen that a major player may get into the
market which enjoys better brand value and name in the market which may totally
overshadow our product even after the advantage of first move in to the market.

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