MBA Semester – IV

Research Project – Interim Report

Nayana .P. Yaligar

Name
A Study on increasing brand
Project
awareness for D2C brand of
“SLURRP FARM”

Increasing Brand Awareness for

Group D2C Brand
25/04/2024
Date of
Submission

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A STUDY ON INCREASING BRAND AWARENESS
FOR D2C BRAND OF “SLURRP FARM”
Research Project submitted to Jain Online (Deemed-to-be
University)
In partial fulfillment of the requirements for the award of:
Master of Business Administration

Submitted by:
Nayana .P. Yaligar

USN:
221VMBR01901

Under the guidance of:

Asst. Prof. Pijush Gupta

(Faculty-JAIN Online)

Jain Online (Deemed-to-be University)

Bangalore
2022-23

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 DECLARATION

I, Nayana .P. Yaligar hereby declare that the Research Project

Report titled “A STUDY ON INCREASING BRAND
AWARENESS FOR D2C BRAND OF “SLURRP FARM” has
been prepared by me under the guidance of the Asst. Prof. Pijush
Gupta. I declare that this Project work is towards the partial
fulfillment of the University Regulations for the award of the
degree of Master of Business Administration by Jain University,
Bengaluru. I have undergone a project for a period of Eight Weeks.
I further declare that this Project is based on the original study
undertaken by me and has not been submitted for the award of any
degree/diploma from any other University / Institution.

Place: Bengaluru Nayana .P. Yaligar

Date: 25/04/2024 221VMBR01901

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 EXECUTIVE SUMMARY
“Slurrp Farm” is a Direct-to-Consumer (D2C) brand
specializing in healthy, organic, and sustainable food products for
children. The brand aims to promotes nutritious eating habits
among kids and provide parents with convenient, high-quality
options. The primary goal of this is to provide strategies to increase
brand awareness for “Slurrp Farm” among its target audience,
which includes parents, caregivers, and health-conscious
consumers.

The analysis revels a growing demand for organic and

healthy food options, especially for children. Competitor analysis
highlights the competitive landscape and identifies opportunities
for “Slurrp Farm” to differentiate itself. The target audience
comprises parent’s aged 25-45, primarily urban, educated, and
health-conscious individuals seeking nutritious and convenient
food choices for their children.

By implementing targeted digital marketing strategies, like

social media campaigns, educational campaigns, collaboration,
SEO and Website optimization, creating engaging content, and
fostering a strong brand community, "Slurrp Farm" can
significantly increase brand awareness, attract new customers, and
strengthen its position in the D2C healthy food market.

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 TABLE OF CONTENTS

Title Page Nos.

Executive Summary 4

Chapter 1: Introduction and

7-15
Background

Chapter 2: Review of Literature 17-20

Chapter 3: Research Methodology 22-23

References 24

Annexures 25

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 CHAPTER 1

INTRODUCTION AND BACKGROUND

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1.1 Executive Summary

“Slurrp Farm” is a Direct-to-Consumer (D2C) brand specializing

in healthy, organic, and sustainable food products for children. The
brand aims to promotes nutritious eating habits among kids and
provide parents with convenient, high-quality options. The primary
goal of this is to provide strategies to increase brand awareness for
“Slurrp Farm” among its target audience, which includes parents,
caregivers, and health-conscious consumers.
The analysis revels a growing demand for organic and
healthy food options, especially for children. Competitor analysis
highlights the competitive landscape and identifies opportunities
for “Slurrp Farm” to differentiate itself. The target audience
comprises parent’s aged 25-45, primarily urban, educated, and
health-conscious individuals seeking nutritious and convenient
food choices for their children.
By implementing targeted digital marketing strategies, like
social media campaigns, educational campaigns, collaboration,
SEO and Website optimization, creating engaging content, and
fostering a strong brand community, "Slurrp Farm" can
significantly increase brand awareness, attract new customers, and
strengthen its position in the D2C healthy food market.

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1.2 Introduction and Background

Brand:
To marketing professionals, a brand is a product or a business
that has a distinct identity in the perception of consumers. The
brand is created through elements of design, packaging, and
advertising that, as a whole, distinguish the product from its
competitors.

Brand Awareness:
Brand Awareness is a marketing term for the degree to which
consumer recognize a product by its name. Ideally, consumer’s
awareness of the brand may include positive perceptions of the
qualities that distinguish the product from its competition.

Direct To Consumer (D2C):

Direct to consumer (D2C), is a business model or a strategy that
directly sells products to consumers without having to rely on
middlemen.

1.3 Problem Statement

To analyse the brand awareness and increase the brand

awareness of Slurrp Farm Company by using Growth Marketing
technique’s like SEO optimization, Social Media technique’s and
other techniques.

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 1.4 Purpose of Study
The purpose of the study on increasing brand awareness for
the D2C brand of "Slurrp Farm" is to develop effective strategies
that will help the brand expand its reach and visibility among its
target audience.

1.5 Objective of Study

 To increase the brand value of Slurrp Farm.

 To help them to reach more consumers with the help of new
marketing techniques.
 Evaluating the brand awareness of Slurrp Farm by using the
growth marketing techniques.
 Make consumer to understand about the products of Slurrp Farm.
 To make the company to reach more consumer with their unique
products by new ways of connecting the consumers.

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1.6 Company and industry overview

SLURRP FARM:

Slurrp Farm story begins in 2016, when both Meghana Narayan

and Shauravi Malik first started to look for high quality and
healthy food options for their own children. Upon intensive
research, they found a similar sentiment being shared by parents of
other young children too. Realizing the huge gap of available
options that passed their own scrutiny, they decided to embark on a
journey to provide healthy, tasty and natural food for children.

Gurgaon, Haryana based Slurrp Farm is building the most loved

health food brand for children. Their food is made up of super-
grains like millets - ragi, jowar, bajra, foxtail millet, and amaranth
- that have lots of essential micronutrients! Combined with natural
flavors. Slurrp Farm was born in 2016 from the concern of two
mothers who realized that the current food system is broken, and
requires innovation and creativity to re-introduce sustainable,
nutrient dense and diverse ingredients back into their children’s
diet. Their Salient Features: Made like at home - They use the best
quality ingredients with no preservatives, no artificial flavours and
no trans fats; Recipes from their grandmothers – Their recipes are
inspired by traditional food wisdom and also certified by paediatric
nutritionists; Healthy eating starts early – Research shows that
eating habits are likely to continue into adulthood; 100%
wholesome Goodness – Ragi, Jowar and Foxtail millet along with
real fruits, vegetable powders and real cocoa, they use less sugar
and use natural alternatives like jaggery and honey.

Ingredients like Millets need a third of the water required by Rice.

They are hardy grains which can withstand long periods of
drought, and they require little pesticides or fertilizers to thrive.
This makes them inherently Organic in nature. Slurrp Farm aims to
empower small farmers and help build a sustainable community by
encouraging the use of indigenous crops.

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INDUSTRY OVERVIEW:

Competitive landscape of Slurrp Farm:

Slurrp Farm has a total of 40 competitors and it ranks 1st among
them. 1 of its competitors is funded while 1 has
exited. Overall, Slurrp Farm and its competitors have risen
over $29.3M in funding across 11 funding rounds
involving 56 investors. There is 1 acquired company in the entire
competition set.

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1.7 Product line, vision, mission, financials

Product line of Slurrp Farm:

 Slurrp Farm Cereals

 Slurrp Farm Beetroot Multigrain Millet Dosa Mix

 Slurrp Farm Ragi & Rice with Milk Cereal

 Slurrp Farm Nut Powder for Kids

 Slurrp Farm Sprouted Ragi Powder

 Slurrp Farm No Maida No Refined Sugar Choco Crunch

 Slurrp Farm No Maida Instant Millet Noodles Masala

 Slurrp Farm Banana Choco-Chip Millet Pancake Mix

 Slurrp Farm No Maida Noodles Combo Not Fried, No MSG Classic,

Mild and Curry Masala Millet Noodles
 Slurrp Farm No Sugar Chocolate Milk Mix, Sweetened with Jaggery
Powder, Contains Jowar and Oats
 Slurrp Farm Healthy Snacks for Kids Mighty Puff Choco Ragi Not
Fried, No Maida

 Slurrp Farm Jaggery Powder

 Slurrp Farm Multigrain Millets Cereal with Mixed Fruits and Rice
Crispies

 Slurrp Farm Millet Noodles

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VISION:
Slurrp Farm aims to empower small farmers and help build a
sustainable community by encouraging the use of indigenous
crops.

MISSION:
Slurrp Farm mission is to feed 5 million children by 2025.

1.8 PESTEL Analysis:

A PESTEL analysis is a tool that allows organizations to discover
and evaluate the factors that may affect the business in the present
and in the future. PESTEL is an acronym for Political, Economic,
Social, Technological, Legal, and Environment.
1. Political Factors: These refer to the influence of government
policies, regulations, and stability on businesses. Examples
include tax policies, trade restrictions, political stability, and
government intervention in the economy.
2. Economic Factors: These encompass economic conditions such
as economic growth rates, inflation, exchange rates, interest
rates, and unemployment levels. They directly affect consumer
purchasing power and business profitability.
3. Social Factors: These represent the societal and cultural
influences that can impact businesses. They include
demographics, lifestyle changes, cultural attitudes, education
levels, and social values.
4. Technological Factors: These relate to technological
advancements and innovations that can affect industries and
markets. This includes automation, digitalization, research and
development, and the pace of technological change.
5. Environmental Factors: This component focuses on
environmental issues and sustainability concerns. Factors like
climate change, environmental regulations, green initiatives,
and sustainability practices are considered here.
6. Legal Factors: These involve the legal environment in which
businesses operate, including laws, regulations, and legal
frameworks. This includes employment laws, health and safety
regulations, intellectual property laws, and compliance
requirements.

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1.9 Porter’s 5 Forces Analysis
Michael Porter's five-force strategic analysis model, introduced in a 1979 article
published in the Harvard Business Review, remains a fundamental tool for
strategic analysts plotting the competitive landscape of an industry.

1. Competitive Rivals
Porter's first force is what we usually mean when discussing business
competition. We think of Pepsi and Coca-Cola for soft drinks, Apple and
Samsung for smartphones, Nike and Adidas for sneakers, and Ford and General
Motors for autos. Indeed, some of these rivalries are so influential that
consumers split almost culturally among those who have an iPhone, drive a Ford,
or prefer Netflix to Hulu. Thus, it's no accident that we also consider business
competition chiefly a war among rivals.

2. Potential for New Entrants in an Industry

Industries where new firms can enter more easily almost always have lower
profit margins, and the firms involved each have less market share.1 The sector
for local restaurants has relatively low entry requirements: there aren't significant
investments or regulatory hurdles to surmount before opening to the public.
Thus, it's also the case that your favorite restaurant may not stay open for long,
given the hypercompetitive environment and constant entrance of new
restaurants opening.

3. Supplier Power
Suppliers are powerful when they are the only source of something important
that a firm needs, can differentiate their product, or have strong brands.1 When
the power of suppliers in an industry is high, this raises costs or otherwise limits
the resources a firm needs. Here are some factors used to measure the supplier
power of an industry:

4. Customer Power
When customers have more strength, they can exert pressure on businesses to
provide better products or services at lower prices.

5. Threat of Substitutes
When customers can find substitutes for a sector's services, that's a major threat
to the companies in that industry.

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1.10 SWOT Analysis
SWOT (strengths, weaknesses, opportunities, and threats) analysis is a
framework used to evaluate a company's competitive position and to develop
strategic planning. SWOT analysis assesses internal and external factors, as well
as current and future potential.

A SWOT analysis is designed to facilitate a realistic, fact-based, data-driven look

at the strengths and weaknesses of an organization, initiatives, or within its
industry. The organization needs to keep the analysis accurate by avoiding pre-
conceived beliefs or gray areas and instead focusing on real-life contexts.
Companies should use it as a guide and not necessarily as a prescription.

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 CHAPTER 2

REVIEW OF LITERATURE

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 REVIEW OF LITERATURE

2.1 Gap Analysis

A gap analysis is a method of assessing the performance of a

business unit to determine whether business requirements or
objectives are being met and, if not, what steps should be taken to
meet them.

A gap analysis may also be referred to as a needs analysis, needs

assessment or need-gap analysis. The "gap" in the
gap analysis process refers to the space between "where we are" as
a part of the business (the present state) and "where we want to be"
(the target state or desired state).

Gap analysis applications:

In information technology, gap analysis reports often are used

by project managers and process improvement teams as the
starting point for an action plan to produce operational
improvement. The gap analysis also helps in benchmarking actual
business performance so it can be measured against optimal
performance levels.

Performance gaps can be measured across multiple areas of the

business, including customer satisfaction, revenue generation,
productivity and supply chain cost.

Small businesses, in particular, can benefit from performing gap

analyses when they're in the process of figuring out how to allocate
resources.

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 In software development, gap analysis tools can document which
services or Functions have been accidentally left out; which have
been deliberately eliminated; and which still need to be developed.

In compliance initiatives, a gap analysis can compare what is

required by certain regulations with what currently is being done to
abide by them.

In human resources (HR), a gap analysis can be done to examine

which skills are present in the workforce and what additional skills
are needed to improve the organization's competitiveness or
efficiency.

2.2 Company Profile Analysis:

Slurrp Farm is an Indian-based company that specializes in
producing and selling healthy and nutritious food products for
children. Here's an analysis of Slurrp Farm's company profile
based on various aspects:

Company Overview:
 Name: Slurrp Farm

 Location: Based in Gurgaon, India

 Founders: Shauravi Malik and Meghana Narayan

 Establishment Date: Founded in 2016

 Mission, Vision, and Values: Slurrp Farm's mission is to provide
healthy and delicious food options for children, promoting
nutrition and well-being. Their vision includes making nutritious
eating easy and enjoyable for families. They prioritize quality,
transparency, and sustainability in their products.

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Business Activities:

Products Offered: Slurrp Farm offers a range of nutritious food

products for children, including breakfast cereals, snacks, cookies,
instant meals, and pancake mixes. These products are made using
natural ingredients, free from preservatives, artificial flavors, and
additives.

Industry/Sector: Food and beverage industry, with a focus on

healthy and organic foods.

Market Presence: Initially focused on the Indian market, Slurrp

Farm has expanded its presence nationally and has gained
recognition for its quality and healthy offerings.

Target Market: Families with young children, health-conscious

consumers, and those seeking convenient yet nutritious food
options.

Financial Performance:

Specific financial data may not be publicly available, but Slurrp

Farm has shown growth and success in the healthy food segment,
capitalizing on the growing demand for organic and nutritious
products.

Competitive Positioning:

Slurrp Farm competes in a market with other players offering

healthy and organic food options for children. They differentiate
themselves through their focus on natural ingredients, innovative
product offerings, and appealing packaging designed for kids. Key
competitors may include other healthy snack and food companies
catering to children's nutrition needs.

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SWOT Analysis:
Strengths: Innovative product range, focus on nutrition and quality,
appealing packaging for children, growing consumer demand for
healthy foods.
Weaknesses: Relatively small market share compared to larger
food companies, limited international presence.

Opportunities: Expanding product lines, entering new markets

(both domestic and international), leveraging e-commerce and
digital platforms for sales growth.
Threats: Competition from established food brands, changing
consumer preferences, regulatory challenges in the food industry.

Corporate Governance and Leadership:

Slurrp Farm is led by its founders, Shauravi Malik and Meghana
Narayan, who bring expertise in nutrition, food technology, and
business management to the company. The company adheres to
corporate governance standards and practices transparency in its
operations.

Social Responsibility and Sustainability:

Slurrp Farm emphasizes sustainability and ethical sourcing of
ingredients. They are committed to reducing environmental impact
and promoting responsible food production. The company may
also engage in social responsibility initiatives related to child
nutrition, education, or community development.

Future Outlook and Strategy:

Slurrp Farm's future outlook includes continued growth in the
healthy food segment, expanding product offerings, strengthening
distribution channels, and enhancing brand awareness. Strategies
may involve partnerships with retailers, marketing campaigns
targeting health-conscious parents, product innovation, and
possibly international expansion.

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 CHAPTER 3

RESEARCH METHODOLOGY

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3.1 Objectives of study
 To increase the brand value of Slurrp Farm.
 To help them to reach more consumers with the help of new marketing
techniques.
 Evaluating the brand awareness of Slurrp Farm by using the growth
marketing techniques.
 Make consumer to understand about the products of Slurrp Farm.

3.2 Scope of study

 The study helps to know the various types of marketing
strategies.
 The study shows difference between traditional and modern
marketing techniques.
 The study helps the company to increase its brand value.
 The study gives information to the company to reach more
customers.

3.3 Research Methodology

Research methodology is the specific procedures or techniques

used to identify, select, process, and analyse information about a
topic. In a research paper, the methodology section allows the
reader to critically evaluate a study’s overall validity and
reliability.

3.3.1 Research Design

Research design is a plan to answer your research question. A

research method is a strategy used to implement that plan.
Research design and methods are different but closely related;
because good research design ensures that the data you obtain will
help you answer your research question more effectively.

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 3.3.2 Data Collection
 PRIMARY DATA: This study has been done by collecting the information
through Questionnaires about the company from the sample.
 SECONDARY DATA: This study has been done with reference to the Slurrp
Farm Company. For this study, the data have been collected from the company’s
annual report, published reports and websites of the company.

3.3.3 Data Analysis Tools

 Descriptive
 Exploratory
 Empirical

3.4 Period of Study

 The period of the study is from 2020 to 2023

3.5 Limitations
 The study is limited to a particular company.
 The study is limited to some particular products.
 The study has time constrains.
 The study does not compare other companies of same
industry.

3.6 Utility of Research

The study helps us to know that how a company would place
them in market to reach more target audience with the help of
modern marketing techniques like SEO techniques, Social media
techniques, and other techniques.

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 BIBLIOGRAPHY
 https://slurrpfarm.com/pages/about-us
 https://tracxn.com/d/companies/slurrp-farm/___45yT-
S37bsAzbOesSV8akZ-
tPxmdNkAdc3__U7g_XI#:~:text=Competitive%20landsca
pe%20of%20Slurrp%20Farm,funding%20rounds%20invol
ving%2056%20investors.
 https://www.google.com/search?q=pestel+analysis&sca_es
v=5d0811d5ae0715ef&sca_upv=1&rlz=1C1CHBD_enIN8
38IN838&ei=cgYoZr-
 https://www.investopedia.com/terms/p/porter.asp
 https://www.investopedia.com/terms/s/swot.asp

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ANNEXURE

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