MARKETING & BRANDING

PMFME Scheme
 The vision of PMFME scheme is to enhance the existing individual micro-enterprises in the
unorganized segment of the food processing industry and formalization of the sector
 The PMFME Scheme is a one-stop solution directed to enhance the competitiveness of micro
food processing units in the unorganized sector
 PMFME scheme is a revolutionary move that emphasizes on providing marketing and branding to
all these food processing units
 Effective Marketing and branding strategy and execution plays a significant role in the growth of
an enterprise.
 This module aims to provide insights into the marketing, branding and distribution strategy for
the Micro enterprises in the food processing sector
Objectives
1. To understand the concept of marketing mix and designing an effective marketing plan
2. To learn Digital marketing strategy and key elements of the digital marketing
3. To understand the importance of Distribution/channel management
4. To learn about the Customer acquisition strategy to boost sales and build customer relationship
management using CRM tools
5. To know about the branding strategies and key elements in case of branding of food products
6. To learn the process of Brand registration
7. To understand the export potential of food products and key regulatory things required to
streamline the export process
  Holistic and structured marketing
plan helps to achieve the marketing
Marketing objectives effectively.

Mix  It helps to stay focused and ensures

the alignment of marketing
objectives with strategy and goals.

 It is useful in establishing tasks and

timelines

 To have a good marketing plan, you

must have the right marketing mix.
4
  Product

Marketing  Price

Mix
 Place
 Promotion
 People
 Process
 Packaging
 Programs
 Performance
5
 Marketing Mix- Product
1. Potential product

It is future version of the product with product upgrades and needed for the growth of
business.

2. Augmented product:

It embodies the additional services and accessories like complementary products,

after-sales or customer service, installation, warranty, shipping, credits, etc.

3. Expected product:

It reflects the customers' future benefits and features that change according to
individual preferences.
Marketing Mix- Product
4. Generic product:

This is the minimum viable product (MVP), a simple version with features to
satisfy customers and provide feedback to improve in the future.

5. Core need and benefit:

It is the main reason for purchasing the product and representing the basic
need.
 Marketing Mix- Price

The cost to buy a service or product is the Price. For

marketing mix, Price is considered crucial as it is
responsible for generating profit.
 Marketing Mix- Price

Internal Factors External factors

 Fixed cost doesn’t vary according to  Percentage of market coverage by using strategy
the production output  Percentage of market share
 Variable costs differ according to the  Target segment
production output  Competition
 Target of company  Demand
 Capacity of production  Economic context;
 Life cycle of product  Substitutes;
 Brand  Laws, regulations and taxes;
 Culture.
 Distribution channels
Marketing Mix- Price
 Marketing Mix-Price-Strategy

Price Skimming Penetration Pricing Prestige Pricing

There are meager
There is a premium It is a psychological strategy
prices for a
price to allure high- when the consumer doubts
competitive market
end consumers the quality/price ratio and
that targets
avoids buying when the cost
consumers who look
is quite low.
up to convenience
 Marketing Mix-Price-Strategy

Competition Oriented Psychological Pricing

According to the It sets the costs a little

competitors/product lower than the rounded
substitutes available in number, eg. A digit that
the market, it sets a ends with 9)
benchmark for the
product's price.
 Marketing Mix- Place

A place where services/products are sold is called a

marketplace. It can be a store or e-commerce.
 Marketing Mix- Promotion

When you foster services/products by advertising is called promotion.

Based on the segment and market strategies, promotion varies.
 Marketing Mix- People
People are essential in providing any service/product. They represent the ones
involved in the buyer’s journey, like partners, employees, customers, etc.

The variables affecting this dimension are:

 Recruitment and training of employee

 Scripting
 Queuing systems and wait management
 Managing social interactions
 Uniforms
 Handling complaints and understanding service failures
Marketing Mix- Processes
Process includes the planning, mechanism, and decision that enable effortless delivery of a
product or service. Some variables are as follows:
 Designing process
 Making blueprint allows in identifying bottlenecks and contacting point with consumers.
 Decide between standardization and personalization
 Locate critical incidents, fail points and system failures
 Track and monitor service performance
 Analyse resource requirements and allocation
 Create and measure Key Performance Indicators (KPI)
 Guidelines alignment
 Prepare operational manual (Standard Operating Procedures)
 Marketing Mix- Packaging
A company's packaging catches the attention of new buyers in a crowded marketplace and
reinforces value to repeat customers-

 Design for differentiation- A good design helps people recognize your brand at a glance,
and can also highlight particular features of your product

 Provide valuable information- Your packaging is the perfect place for product
education or brand reinforcement. Include clear instructions, or an unexpected element
to surprise and delight your customers.

 Add more value-Exceed expectations for your customers and give them
well-designed, branded extras they can use.
 Marketing Mix- Programs
It lets marketers examine the portfolio of marketing activities; hence, all
strategies and systems support each other.

Online and offline activities help pursue multiple goals.

 Marketing Mix- Performance
All the non-financial and financial results of the company are represented
by the performance.
There are various elements involves like:
 Profit
 Monetary value of the brand
 Ethical responsibility
 Social responsibility
 Equity of a company’s customers
 Legal responsibility
Marketing Mix
Marketing Campaign

When you create a marketing campaign, a lot of factors

go into consideration that helps you build the right
strategies.

There are different ways in which you can reach out to

your customers – you can address the masses at once,
approach a specific bunch of (or individual), or use a
combination of both approaches.
 ATL marketing is the marketing
approach that is not targeted to
specific individuals or groups of

ATL customers. ATL marketing is often

done on a large scale with the

Above The Line

marketers not being in direct contact
with their prospects or customers.
You can go with this marketing

Campaign approach if you want to increase the

reach of your brand, spread
awareness about your brand, and
cater to a wider audience.
 Search Engine
ATL Campaign- Optimization

Examples
Search Media Optiomization

Television & Print

Advertisements
Public Relations

Outdoor Advertising
 ATL Campaign

Benefits Drawbacks
 Wide Reach  Expensive
 Brand Building  Replacement Risk
 High recall value  Reaching the non-target
 High Penetration customers
 It involves targeting an individual or a
group of prospects/customers for
circulating promotional messages.

BTL It is all about engaging your

customers in a more personalized

Below The Line manner.

In the case of BTL activities, the

Campaign focus is on making conversions

instead of spreading awareness about
the brand.
BTL marketing is a more sales-
oriented approach.
 Sales Promotion
BTL Campaign-
Examples
Direct Marketing

Sponsorships

Email Marketing

Brand Activation

Exhibitions and Trade Fair

 BTL Campaign

Benefits Drawbacks
 Personalized Approach  Detailed Research Required
 Immediate Feedback  Expensive Data Management
 Better Returns  Short-lived impact
 Better Control  Low recall value
 Experiencing your
brand/product
 It combines the ATL and BTL
marketing techniques.
It facilitates mass engagement by
TTL circulating promotional messages
on a large scale and driving

Through The engagement on an individual

level.
Combination of ATL and BTL
Line Campaign marketing allows brands to leave
no stone unturned in making their
presence felt in a highly
competitive market and
generating the revenues they
desire.
TTL Campaign- 360 Degree Marketing
Examples
Digital Marketing

Digital PR
Digital Marketing
Digital Marketing strategy will let you attain
your sales and revenue growth goals online,
including Search Engine Optimisation (SEO)
and digital media. You can easily build product
or brand awareness and generate sales at a low
cost
 Digital Marketing- Customers Profile

Quantitative /Demographic Info Qualitative /Psychographic Info

 Location  Goals
 Age  Challenges
 Income  Hobbies
 Job  Priorities
Digital Owned Media
Marketing- Website, Own blogs,

Tools/Channels
Social Media handles etc.

Earned Media
PR, Reviews,
Testimonials etc.

Paid Media
Google Adwords, sponsored
posts, paid social media
posts etc.
 Digital Marketing- Audit
Owned Media
Content creation plan
Audit your existing content-
 A title
 After listing current owned
 A goal
content, rank each item that
performed best according to your  Format
Reason of creating the
current goals. 

content
Identify gaps in the current content-
 The priority level
 According to buyer personas,
 Promotional channels
recognize the gaps in the content.
 Digital Marketing- Audit
Earned Media
 Evaluate the earned media so you can see where to focus
your time. You must know from where leads and traffic
are coming and rank every earned media source from
most to least effective.
 A specific article draws much traffic to the website and
helps in boosting conversions.
 Based on historical data, you will know what kinds of
earned media will help you reach your goals.
 Digital Marketing- Audit
Paid Media

 Evaluate the current paid media to clear the picture as to what is

more helpful to meet your current goals.

 You must refine your approach if you don't get results after
spending a lot of money on AdWords.
Digital Marketing- Bring your digital
marketing campaign together

 A clear profile of your buyer

 Digital marketing-specific goals

 An inventory of the existing owned, earned, and paid media.

 An audit of your current owned, earned, and paid media.

 An owned content creation plan or wish list

Digital
Marketing- A. Publish a blog

You can do marketing of business digitally

Strategy


through blogging. First, you must

understand your target audience and pain
points and write targeted content that a
reader finds helpful.
 B. Promote on particular platforms (e.g.

Digital Google Ads, Facebook Ads, or Instagram Ads)

 Social Media Promotion

Marketing-  Pay Per Click (PPC)

Strategy  Google Adds

 Internet Marketing
 C. Provide free instructional material

Digital Once you've gotten people to land the website

or click on the ads, your digital marketing
Marketing- efforts don't end.

Strategy Additionally, you must provide them with

something of value in return for their email.
Users"pay" with their contact information even
if the gated content is free. This process is
known as lead generation, and it's crucial if you
want to.
 D. Make your digital content search engine

Digital friendly

One of the key moves you can make in your digital

Marketing- strategy is SEO. Your product-related keyword

Strategy rankings will improve, and more people will see

your blog posts and instructional offers.

The greatest way to get those pages in front of

people who are looking for those items and
services if your product pages aren't getting any
traffic is through SEO.
 E. Hold a contest or giveaway online

• Another technique to increase brand

Digital recognition online and strengthen your digital

Marketing-
strategy is through giveaways and
competitions

Strategy • You'll receive hundreds of new followers and

leads in return for a free product, and these
people can be groomed into paying customers

• This approach is especially helpful if you sell

consumer goods or offer services that have
tangible outcomes like a food product company
 F. Set up a Webinar

• Webinars are the next best option if you don't

Digital think a contest is the appropriate match for

Marketing-
your organisation, especially if you belong to a
B2B company.

Strategy • They're crucial for informing the public about

your goods and services and giving potential
customers the chance to speak with a company
representative directly about your offerings.
 G. Create A Podcast

 Podcasts can be a crucial component of your

Digital digital strategy since they give you access to

Marketing-
audiences outside of search engines and social
media.

Strategy  Additionally, it's a much more spontaneous,

organic media, while you should still carefully
organise each episode and make sure you're
providing your audience with useful
information.
 H. Emailer

Digital  One of the most significant digital marketing

tactics available today is email marketing.
Marketing-  You have full authorization to target someone

Strategy with an email marketing campaign whenever

they provide you with their email and indicate
that they would like to hear from you
Sales & Distribution
Distributors serve as your company's sales department. It has a
well-established retail channel for your product's sales and
advertising.

Participating in the distributors' business give your goods more

access to a larger market without spending any company
resources on the creation and administration of a business
network.
  Sales and marketing expertise: They are the
only ones who can introduce a new product to
the market and maximise sales

Distribution-  Storage and logistics: They offer dependable

and established logistics, which makes moving
Importance things faster and more affordable

 A wider distribution network: The presence of

your product will be spread out over a larger
area as it covers

 Rapid route to market: A distributor

establishes a distribution network to extend
the reach of your goods beyond its local market
to the international market.
 Financially sound: To make investments in stock
infrastructure and his enormous sales are made
on credit he need to be financially sound

Distributor- Experience: Prior experience is required to

comprehend the procedure and measures he

How to
should follow for your goods. It will also help to
quickly establish positive relationships with
retailers
Choose? Infrastructure: To maintain the amount and
quality of the goods, infrastructure such as a
warehouse, a vehicle, and labour are required

Reputation in the market: Reputation in the

market is essential for relationships with
wholesalers and retailers and it correlates to the
reputation of the product he is selling.
Distribution Unit perishability: If an object is perishable, it
must be used quickly to avoid loss

Management
- Factors Purchasing patterns of consumers: peaks and
troughs in these patterns might affect distribution
patterns, resulting in fluctuating distribution
demands that can be predicted
.
 Customer needs: such as adjustments to the just-
in-time inventory requirements of a manufacturer

Distribution or merchant; Product combinations change with

the seasons, the weather, or other reasons.
Management
- Factors Truckload optimization: This method uses fleet
management and logistics software to make sure
that every truck is loaded to capacity and is driven
along the shortest route.
.
 Mass
The mass market, such as those that sell to
Distribution broad customers wherever, is the target
market for the mass strategy

Management Selective
It intends to solely distribute to particular
- Strategies kind of manufacturers or retail industries,
such as pharmacies, hair salons, and upscale
department shops

Exclusive
The goal of the exclusive distribution
strategy is to reach a very small audience
through dedicated dealers
 Distribution Channels

Distributors Wholesaler Retailer

• This route transports products • In this route, products are delivered • Retailers receive products from
from the manufacturer or source from producers to distributors. manufacturers or wholesalers and
to a licenced distributor. sell directly to the consumers
E-Commerce

• This is the newest and most disruptive distribution method, in

which products and services are digitally exhibited online before
being delivered straight to the customer
Customer
Acquisition
Strategy
  Include your offering in customers’ list of potential
purchases
 Make the choice to patronise your company with
Customer money.
 Lead generation normally takes place at the top of

Acquisition
the funnel, followed by lead acquisition in the middle,
and lead conversion at the bottom.

Strategy
Customer Relationship
Management
The best method to maximise your
customers' lifetime value is to
concentrate on their pleasure and
retention
  Offer a Referral Program:
Increasing the lifetime value of a customer is easy to
Customer do with referral programmes.

Relationship  Put your customers first and listen to them:

You'll be able to tell how well your business is doing
whether the majority of your consumers are content or
Mangement not.

 Optimize Your Customer Service:

A better customer experience results in a higher rate of
customer retention and a higher customer lifetime
value.
 Create Content to Maintain Customer
Engagement:
Customers who become familiar with your brand

Customer will not only be loyal to you for a longer period of

time but will also contribute to promote your brand

Relationship Using Technology to Enhance Customer

Experience:

Mangement Technology keeps opening up new avenues for

client engagement and communication for
organisations.

Digital Payments:
Retailers will hasten the use of digital payments as
zero-touch retail and contactless purchasing
become more crucial to the consumer experience
in light of COVID-19.
 Customer Delivery Experience:

Customer • Consistently making deliveries on time.

• Sending the appropriate packages to the
appropriate location.
Relationship • Proper customer communication.
• Use packaging with caution.

Mangement • Taking care of your driving crew.

• Lower expenses for customer assistance
• Increased brand trust and visibility, making it
simpler to sell without actually selling.
• Improved customer retention and increased
engagement.
• A platform for showcasing goods and services
prior to their introduction.
 • A loyalty programme with incentives

Customer
• Points for every rupee spent
• Cash-backs

Relationship • Stamp coupons or cards

• Targeted marketing initiatives

Mangement- • Email marketing

System
• SMS marketing
• Social media promotion
• Provide the finest possible client experience
Customer  Because all teams are connected to the
same platform, processing and serving the

Relationship
consumer is done more swiftly

 It is an ideal method for anticipating client

Mangement- preferences and demands

Importance
 Implement consumer input: CRM in the
food business assists in gathering
feedback to pinpoint problems and put a
plan in place to solve them.
 No matter how well you believe you
Branding understand branding, food branding is more
difficult to define than branding in other
sectors.

The subtleties of food branding strategies

need to be more evident to anybody
working in the food industry, a large field
that encompasses makers of packaged
goods, brick and mortar stores,
restaurants, food bloggers, food-related
services, and beverage firms
 1. Who is purchasing your goods? Who is your
ideal client or target market? What

Branding- characteristics do they have? What do they

like, how do they prefer to communicate, and
what are their pain points—related roadblocks
Key and annoyances that they would like to see
eliminated from their lives—?

Questions 2. How would you sum up your company's image?

You may identify your brand's voice by using
adjectives like enthusiastic, engaging, energetic,
or reliable.

3. What sets you apart from your rivals? What is

your value proposition, in other words? Why should
consumers select you above your competitors?
Essentials of Logo

Branding Advertising

Website

Brand Message

Physical Stores Product Packaging

Social Media

Content /Influencer Email Marketing Promotional Items

 Best colours for food branding
The perfect colours for food branding are

Branding warm hues like red, orange, and yellow.

Style-Food
Industry
 Best shapes for food branding
Most food firms profit from approachable

Branding brand personas, and logos with curves or

Style-Food
circles seem friendlier.
In sectors like legal or finance, logos with a

Industry more formal vibe, such as rectangles,

triangles, and sharp angles, perform better.
You may always combine forms if you want a
professional logo but also want your
consumers to feel at home.
 Best typography for food branding

Branding The food business has a few recurring patterns. For instance, a
vintage typeface might immediately communicate to visitors that

Style-Food you are trying for an old-fashioned bar aesthetic

Industry
Alternatively, a simple sans serif type looks the part if you want
people to see you as a contemporary restaurant or food
manufacturer like Swirl Frozen Yogurt
 Packaging
Branding Food branding relies heavily on the huge world of

Style-Food
food and beverage packaging.
Because your customers see your goods for the

Industry
first time with their eyes rather than their taste
receptors, how you package your food or beverage
is crucial.
Packaging also aids in setting your product apart
from the countless different alternatives that are
now clogging shelves and online grocery store
websites.
 Your physical and mortar shop should reflect the

Branding - branding components you've previously developed

through your logo, colour, and font selections, as

In-Store well as the general aesthetic and tone represented

in your social media marketing, to brand the in-
store experience.
The moment your consumers enter through the
door, their senses will be heightened. The area's
design, the positioning of your logo, and the staff's
attire (or lack thereof) all convey a consistent
impression of your brand.
Food Branding-
Social Media
Invest in Graphics

Tell a tale

Give them Video

Be Reliable
 Advantages of brand name registration are:

Brand 

Exclusive use of the trademark
Ownership of the brand value by the registered

Registration 
trademark
Preservation of corporate goodwill
 Legal protection for owners
 Simplicity of advertising
 Positive public relations
 Registration in India:

Brand 1. Register on the trademark office portal:

 Create an account on the trademark registry's

Registration- official website, which is located at

https://ipindiaonline.gov.in/trademarkefiling/

Process user/frmLoginNew.aspx.
2. Trademark search:
 The first step before registering a brand name
is to see if the company name, brand, or
emblem is similar to any other previously
registered trademarks.
 Registration in India:

Brand 3. Filing of trademark application:

The application for trademark registration must be

Registration- submitted in accordance with the established

procedures, be accompanied by the required

Process supporting documentation, and be accompanied

by the government fee for trademark registration.
The applicant may begin utilizing the symbol (TM)
mark in superscript after the application has been
submitted. Online trademark registration is
another option.
 Registration in India:

Brand 4. Examination of trademark application:

If the application satisfies the criteria of the

Registration- trademark application, it is examined for

registration as a brand name by trained examiners

Process at the trademark registry, and the brand name is

then advertised in the trademark journal.
 Registration in India:

Brand 5. Show Cause Hearing:

The Trademark Registry may convene a trademark

Registration- hearing in the event that the answer to the

examination report is improper.

Process Along with submitting the notice to the site, the

trademark hearing notification will be sent to the
address listed in the application.
 Registration in India:
6. Publication of Mark in Trademark Journal:
Brand The trademark is examined before being published

Registration-
in the Trade Marks Journal. The request for brand
name registration has a four-month fixed period,

Process
during which it is still subject to resistance. If the
opponent files an objection, the Registrar will hold
a hearing to determine if both parties have
adequate grounds to support their claims.
 Registration in India:
7. Trademark registration & certification:

Brand A registration certificate with the seal of the

Trademark Registry is issued once the application

Registration- for a brand name registration has been approved

and has been published in the trademark journal.

Process The specifics of the Registered Trademark must

be added to the Trade Marks Registry's Central
Register of Trade Marks. Once the trademark
application is registered under the applicant's
name, the registered trademark sign (®) may be
used.
 India is well recognised for exporting food
Exports of products to other nations. The measures
put out by our administration are the

Food primary cause of the enormous increase.

Additionally, there is a clear link between

Products food products and consumer health and
safety.

The governments of various nations have

consequently taken a number of steps to
guarantee the security and calibre of the
food products exported from India
Documents-
Food Product
Exports
Label
Requirements-
Food Product
Exports
FSSAI License
Register Your Business

The applicant must first incorporate a business

Process – using one of the following business formats:

 Limited Liability Partnership

Food Product  Partnership

 Private Limited Company
Exports
Obtain IEC Code

The applicant must now visit the official site at

DGFT to get an Import Export Code from the DGFT
(Director General Foreign Trade), which is the next
step.
FSSAI License
Acquire No-Objection Certificate

The application exporter must next get a No

Process – Objection Certificate from FSSAI confirming the

food quality and compliance with rules;

Food Product
Exports
Obtain Approval

The exporter must now request and receive

government authorisation

Export Food License

The Central Licensing Authority will thereafter

award an FSSAI License to the application exporter.
  The worldwide food processing business is valued at
Export $1.7 trillion, according to KPMG's May 2021

Potential–
 The $263 billion Indian food processing market is
anticipated to reach $535 billion by 2025.

Food Products
 With barely 2% of the worldwide export of food
goods, India is now the 14th largest exporter in the
world. India has a lot of room for growth in the top 10
biggest international markets.
 Most of India's exports are low-value-added foods
(raw or semi-processed), accounting for 69% of all
exports, compared to 50% for Mexico, 48% for
China, 28% for Germany, and 28% for the
Netherlands (41 percent).
Export
The six significant sub-segments of the Indian food
Potential– processing sector are dairy, meat and seafood,

Food Products
cereals, grains and oilseeds, fruits and vegetables,
non-alcoholic drinks, and packaged foods.
In terms of worldwide exports, the market for
processed food is expanding significantly more
quickly than unprocessed food; secondary and
higher processed food exports have increased by 5-
6%, while unprocessed and primary exports have
increased by 1-3% CAGR.
Export
Potential– Due to growing urbanization, more disposable
incomes, the growth of nuclear families, and

Food Products preferences for convenience foods, there is an

increased demand for processed food items.
Additionally, selling food in a processed form allows
for a higher price to be demanded and a more
excellent economic value to be realized.
 “The best entrepreneurs are
not the best visionaries. The
greatest entrepreneurs are
incredible salespeople. They
know how to tell an amazing
story that will convince the
customers, talent and investors
to join in on the journey.”

84
 N I FT EM -K

Ministry of Food Processing Industries, Government of India

www.niftem.ac.in [email protected] 0130 228 1000