|
CASE: PTC
In 2006-07 PTC Food division decided to enter the fast growing (20-30% annually) snacks segment, an altogether new to it. It had only one national competitor-Trepsico's Trito. After a year its wafer snack brand- Ringo, fetched 20% market share across the country. Ringo's introduction was coincided with the cricket world cup. The wafer snacks market is estimated to be around Rs. 250 crores.
The company could take the advantage of its existing distribution network and also source potatoes from farmers easily. Before the PTC could enter the market a cross-functional team made a customer survey through a marketing research group in 14 cities of the country to know about the snacks of eating habits of people. The result showed that the customers within the age-group of 15-24 years were the most promising for the product as they were quite enthusiastic about experimenting new snack taste. The company reported to its chefs and the chefs came out with 16 flavours with varying tastes suiting to the targetted age-group.
------------------ Preview not available-------------------------
QUESTIONS:
a. What is SWOT Analysis?
Ans. Preview not available
b. What are the strength of PTC?
Ans. Preview not available
c. What are the weaknesses of PTC for entering into the branded snacks market?
Ans. Preview not available
d. What kind of marketing strategy was formulated and implemented for Ringo?
Ans. Preview not available
e.What else need to be done by Ringo so as to enlarge its market?
Ans. Preview not available
|