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    Swagruha

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    Aditya Mishra
    Swagruha foods was started as a family business focused on quality products. Through careful market analysis and adapting to customer preferences over time, they introduced variety while maintaining standards. Their brand was successful due to customer trust and loyalty built through quality. While facing competition, their challenges included labor and centralized locations. Future prospects included expansion, new products, packaging changes, protecting patents, increasing bulk orders and globalization.

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    Swagruha

    Uploaded by

    Aditya Mishra
    297 views11 pages
    Swagruha foods was started as a family business focused on quality products. Through careful market analysis and adapting to customer preferences over time, they introduced variety while maintaining standards. Their brand was successful due to customer trust and loyalty built through quality. While facing competition, their challenges included labor and centralized locations. Future prospects included expansion, new products, packaging changes, protecting patents, increasing bulk orders and globalization.

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    Swagruha foods was started as a family business focused on quality products. Through careful market analysis and adapting to customer preferences over time, they introduced variety while maintaining standards. Their brand was successful due to customer trust and loyalty built through quality. While facing competition, their challenges included labor and centralized locations. Future prospects included expansion, new products, packaging changes, protecting patents, increasing bulk orders and globalization.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    297 views11 pages

    Swagruha

    Uploaded by

    Aditya Mishra
    Swagruha foods was started as a family business focused on quality products. Through careful market analysis and adapting to customer preferences over time, they introduced variety while maintaining standards. Their brand was successful due to customer trust and loyalty built through quality. While facing competition, their challenges included labor and centralized locations. Future prospects included expansion, new products, packaging changes, protecting patents, increasing bulk orders and globalization.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 11

    MARKETING MANAGEMEMT

    SUBMITTED BY GROUP 5 PINKI KUMARI SUSHMA MANJUNATH NAYAK ADITYA P. SHENOY RADHA KRISHNA RAJ TILAK SHETTY

    FACTS OF THE CASE


    Swagruha foods was started by middle class working individuals, as a family business They named it as Swagruha which means our home. The name reflected the motive of the promoters. Quality was the prime concern. This they ensured by getting all the work done manually and monitoring the production process.

    Growing phase
    A careful market study and market analysis was done through direct survey. Variety in sweets were introduced on the basis of demands which were based on season ,festival and occasion. Change in customers preferences was taken care of as with the increase of purchasing power, customer demanded expensive addition to the product. Care was taken for the convenience of the target customer, women and children

    Growing Phase
    Customer complains about monotony was resolved by request of trying other product and give a break to their regular products. Swagruha has already earned a brand image which was possible because of production of variety of products in small volume . Customer trust and loyalty was the main reason of success. Heterogeneity of the product was a prime concern as they brought variety and innovation in the product but maintained the standard.

    Selection of Advertisement channel


    Very careful in selection of advertisement channel. They started with local newspaper, local cable TV channels. With the growth of business they also advertised online .

    Sales
    They built a strategic relationship with their suppliers and customer ,all purchasing and selling were done on cash. Eighty percent sale was done to walk in customer and the business saw a huge sale .

    Net profit generated before tax was 600000(30%)


    Constant increase in revenue generation. Increase of 19 million from 1991 to 2007.

    Challenges and problems


    The main problem faced by the company is 1. Labor 2. Location of the outlet LABOUR : Getting the labor (managerial) who would help in infusing ideas to the company which was the most difficult task. Location of the outlet :centralized location model having relationship with quality Sales would have increased if the family would have compromised on quality.

    COMPETITION
    Was facing huge competition from Haldiram , a better player in market. Haldiram used machine to get huge volume of production and reduce cost of production. Faced competition from new emerging rivals who imitated the product and brand name.

    Future prospects
    Had enough profit generated so can go for Expansion, however quality should be still be the prime concern Can open stores in cities like Hyderabad as Swagruha as a brand has already gained popularity as a quality. This could be utilized. They can launch new products like ice-creams targeting Children and youth as new product would be easily publicized. To break the monotony , they could change the packaging and also ensure more freshness(CFTRI could be contacted).

    Future prospects
    Must take care of new emerging competitors by ensuring that the patent of their products are not violated. They have already targeted and is performing good with walk in customer so they should now concentrate on taking bulk order from super bazaars.(20%). They are already doing a small percentage of sale to NRI customer through online shopping channel. This could globalize their business by opening stores in other countries.

    THANK YOU

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