Rotimatic is developing an automated roti maker that allows users to load flour once and have fresh rotis produced on demand. It aims to make the roti making process easier by automating dough preparation and roti cooking. The product will initially target urban areas in India. Segmentation analysis shows the product is suited for time-pressed working individuals and families. The marketing strategy will involve promotional discounts and demonstrations to build awareness among mass market customers. Competition will come from traditional manual methods and potential future automated alternatives.
Rotimatic is developing an automated roti maker that allows users to load flour once and have fresh rotis produced on demand. It aims to make the roti making process easier by automating dough preparation and roti cooking. The product will initially target urban areas in India. Segmentation analysis shows the product is suited for time-pressed working individuals and families. The marketing strategy will involve promotional discounts and demonstrations to build awareness among mass market customers. Competition will come from traditional manual methods and potential future automated alternatives.
Rotimatic is developing an automated roti maker that allows users to load flour once and have fresh rotis produced on demand. It aims to make the roti making process easier by automating dough preparation and roti cooking. The product will initially target urban areas in India. Segmentation analysis shows the product is suited for time-pressed working individuals and families. The marketing strategy will involve promotional discounts and demonstrations to build awareness among mass market customers. Competition will come from traditional manual methods and potential future automated alternatives.
Rotimatic is developing an automated roti maker that allows users to load flour once and have fresh rotis produced on demand. It aims to make the roti making process easier by automating dough preparation and roti cooking. The product will initially target urban areas in India. Segmentation analysis shows the product is suited for time-pressed working individuals and families. The marketing strategy will involve promotional discounts and demonstrations to build awareness among mass market customers. Competition will come from traditional manual methods and potential future automated alternatives.
Product Introduction Load it once Customize your Roti the way you want it Works with different wheat flour brands Easy to clean Makes dough balls in small size for Pooris Can add vegetables for Parathas
Product Development Strategy
New Product/New Market Growth Strategy is Product Development Strategy Marketing Mix
Market Analysis
SWOT Analysis
STP
Competitive Dynamics
Product Development Strategy Market
Analysis 1. Which market? What is the need of respective market? 2. Will it satisfy the need of the targeted end users? 3. What are the markets frustrations of available similar products? How my product is better and superior to other products in the market?
MARKET ANALYSIS
MARKET STRUCTURE
Pricing strategy-Penetrative pricing & price discrimination could be the
potential price strategies
Branding-Expectation from products & services should be always kept high
and should work constantly towards fulfilling those. Activist brand and Nation brand.
Product differentiation-Fully automatic machine. No need to mix the dough
using hands. Completely hands free.
Market penetration-Aggressive marketing strategy and distribution strategy.
MARKET POSITION
Rotimatic is supposed to capture the largest market share in the market due to its innovativeness. Hence it will be the market leader in all segments introduced.
Some strategies are to be followed like covering the market globally and locally, expanding smartly, controlling costs, Implementing good marketing plans, be informed about competitors, Talent acquisition and customer focus. This should be done to keep competitors at bay.
Product should gradually shift focus from physical to virtual market.
MARKETING OBJECTIVES
Creation of Logo
Brand messaging
Integrating the brand
Tagline
Templates and brand standards for marketing materials
Be true to the brand
Be consistent
SMART
MARKET SEGMENT
Mass market should be targeted as roti is staple food.
A rural indian consumes 4.3 kg of wheat everyday.
It should focus on high sales and low prices.
Shotgun approach should be used.
There are so many benefits associated with mass marketing like wide audience, less risk, low production cost per unit, low advertising cost, high sales volume.
Promotion
Advertising channel will be a mix of ATL and BTL i.e. (newspapers,
Using door to door sales to provide awareness to the consumers about the product and advantages of using the product
Online advertising
Providing promotional discounts and giving incentives to dealers and
customers
Place
All departmental stores, supermarkets, malls.
Tie ups with Supermarkets
Online tie ups with ecommerce industries
Product
Increasing the productivity of millions of men and women around the world who still make flatbreads by hand
Rotimatics cutting edge robotic technology takes user convenience in the
kitchen around a conscious, healthy nutrition to new levels
People
Mainly meant for the working class who do not have the time at their disposal.
Provide after sale go to door service so that the customers do not have the hassle if any issue come with the product.
With Rotimatic, we hope people will eat healthier and live better.
STRENGHTS One touch for rotis and wraps One round and puffed roti a minute Fiber Rich Simple to clean
WEAKNESS
Expensive
High electricity consumption
Too much dependability on capital intensive
Technology.
Heavy device and will take a lot of space
OPPORTUNITY
Tap the industrial sector
Meeting increased demand
Also makes doughballs and poori sized flour discs
THREATS
Counterfeiting(first-mover disadvantage)
Cheap Substitutes Available
Tough to penetrate in the Indian Market rapidly
Orthodox Mentality
Distribution Channels
Short-Term
Manufacturer--- Distributor----Retailer
Long-Term
E-Retailing
(Depending on demand, we will go for backward integration)
Market and Competitive Dynamics
Factors that effect a market From the theory of economics they would be supply, demand, price, quantity, and other specific terms. From a business standpoint, market dynamics are the factors that effect the business model which involves the applying party For a prudent business, market dynamics are included in the market analysis of their business plan. Effect the business so much that it would be neglectful to exclude them. Play an important role in the marketing plan of a business, though they may also play an important role in other areas such as cost of goods sold, distribution, logistics, and more. Consumer spending rate Retail growth Growth of the automated products(home) industry
TheDynamicModel of Competition The dynamic model of the strategy process is a way of understanding how strategic actions occur. It recognizes thatstrategicplanningis dynamic; that is, strategy-making involves a complex pattern of actions and reactions. It is partially planned and partially unplanned. Competitive dynamics thus looks at how competitive firms act and react. In marketing andstrategic management, competitor analysis is an assessment of the strengths and weaknesses of current and potential competitors. Provides both an offensive and defensive strategic context in order to identify opportunities and threats. Competitor profiling coalesces all of the relevant sources of competitor analysis into one framework to support efficient and effective strategy formulation, implementation, monitoring, and adjustment.
TYPES OF SEGMENTATION Geographic
Demographic
We are launching Rotimaker across India. It will
be covering urban areas, starting with the metro cities. Target area- Urban regions.
Demographically, Roti-maker is targeted people all across major cities because it eases the way roti is made. Gender- Both.
Age- 21+
Expensive- Affordable.
Income- Middle class and highclass.
TYPES OF SEGMENTATION Psychographic
Psychographic segmentation is dividing the market according to social status, life style and personality. Hence, Roti-maker has targeted the working-people as well as families.
