REJEVUNATION OF BRAND GITS

SUBMITTED BY:
Group
No. 4
Section- DE1
Rohit Goel (2012255)
Roshni Chabbra (2012259)
Sagar Panchal (2012262)
Sakshi Nagar (2012266)
Saurabh Shrivastava (2012281)
Saurabh Singhal (2012282)

INTRODUCTION
In 1963 as a convenient package food company
Founders - H.Z. Gilani and A.K.Tejani.
Pioneering the ready-to-cook concept.
Now manufactures a whole range of Indian snacks
developed and perfected by rigorous in-house R&D.
45% of total revenue from exports.

HISTORY
Gits has been venturing into packaged food market since the past 5
decades
DECADE 1
- market with dehydrated soup
mixes and further on to popular
food mixes such as Idli, Dosa,
GulabJamun.

DECADE 3
-concentration on branding
-Rigorous advertisement on
the premium Indian
channels
-Depots were established
across India

DECADE 2
- 10 more traditional Indian
foods
-changed its packaging to
printed cartons from pouches
and cans
-focused on exporting
DECADE 4
-extension to dairy
products
-State-of-The-Art Alfa
Laval Dairy plant was set
up
-product innovation
-Packaged pure ghee
made up of cow milk

DECADE 5
-set up retorts manufacturing plant to
Ready To Eat food line
-Expansion of Gits Plants
-export network spread to 35 countries

EXISTING BRAND
STRATEGIES
Brand Personality THE TRADITIONAL & HEALTHY
Ready to cook targets modern housewives & their
young daughter
Ready to eat targets working class women & men
USP 3 easy steps

COMMUNICATION
STRATEGIES
Television Commercials
Ready to cook (Old Ads)

COMMUNICATION STRATEGIES
(Cont.)
Ready to cook (New Ads)

COMMUNICATION STRATEGIES
(Cont.)
Digital Media

COMMUNICATION STRATEGIES
(Cont.)
Public Relations

COMMUNICATION STRATEGIES
(Cont.)
Public Relations

GROUPS TAKE ON PAST

STRATEGIES
The distribution network of GITS has fallen
Ease of ordering (no provision of online ordering, out of
stock in most retail outlets)
Packaging (revamped twice but still below standards
and not attractive)
Interactive website Not applicable (though informative
regarding its product)
Lack of competitions and programs

NEW S.T.P.
SEGMENTATION
1. The indulgent homemaker
2. The traditional homemaker

TARGETING
Global Indians/NRIs
Migrant working population
Urban lifestyle
Choosy and old people
Price conscious people
Busy and young people

POSITIONING
Traditional taste and high
quality
Lesser priced
Visibility
Attractive packaging

COMPLETELY REJUVENATING THE

BRAND
Same since last 5 decades, hence, obsolete
New Logo (Face of the Brand)

New Tagline - GIVE TASTE TO YOUR HUNGER

 NEW SKU AND PACKAGING

 Product Improvement
Investment on R&D
combo meals

Distribution Strategy
Reasons of Failure
Took market share for granted
Lack of dealer network
Lesser margins to retailers
Lack of dealer incentive programs
Negligible shelf space in departmental store
Competitors entered: MTR, Kohinoor, Haldirams
Tie ups with retail chains not utilized well
minimal presence in online food stores
only 3 products of GITS are in demand

RELAUNCH STRATEGY
LAUNCH PHASE
Launch of date New Gits on 1 st December, 2013, in sync with Golden Jubilee
celebration.
Buzz creation- TVC, Print Media, Online Propagation.
Posters at retail outlets saying Change is coming.
Competitions at malls with high foot fall.
Free sampling and try outs

POST LAUNCH PHASE

Specialty stores launching
Continue with the competitions for some time frame
FM radio and Local newspapers
Competitions on newly interactive website
Capitalize and market the CSR activity.

NEW BRAND COMMUNICATION

STRATEGIES
TVCs
CRM
WEBSITE
SOCIAL MEDIA

CAMPARING GITS PRICING STRATEGY

WITH ITS COMPETITORS
GITS DOSAI MIX(200g)
Price: Rs. 32.00

MTR DOSA
MIX(200 g)
Price: Rs. 34.00

AASHIRWAD INSTANT
RICE DOSA(200 g)
Price: 32.00

MIX

GITS GULAB JAMUN

MIX(200 g)
Price: Rs. 58.00

MTR GULAB JAMUN

MIX(200 g)
Price: Rs. 60.00

AASHIRWAD INSTANT
MIXGULAB JAMUN(200 g)
Price: Rs. 60.00

GITS RICE IDILI

MIX(200 g)
Price : Rs. 32.00

MTR IDLI MIX (200 g)

Price: Rs. 37.00

AASHIRWAD INSTANT
RICE IDILI(200 g)
Price: 29.00

GITS CHANA MASALA

(300 g)
Price: Rs. 55.00

MTR chana masala

(300 g)
Price: Rs. 60.00

AASHIRWAD READY MEAL

PINDI CHAANA
(300 g)
Price: Rs. 50.00

GITS Dal tadka

( 300 g)
Price: Rs.55.00

MTR Dal fry(300 g)

Price : Rs. 55.00

AASHIRWAD
INSTANT
YELLOW DAL TADKA
(300 g)
Price: Rs. 50.00

GITS PALAK PANEER

(300 g)
Price: Rs. 60.00

MTR Palakpaneer
(300 g)
Price: Rs 65

AASHIRWAD INSTANT
PALAK PANEER(300 g)
Price:
Rs.
60.00

MIX

PRICING STRATEGY
In order to survive in market GITS need to adopt profit
oriented as well as sales oriented strategy.
The schemes it can adopt are:
Freemium
Decoy pricing

FINANCIAL STRATEGY AND

IMPLICATIONS
Increase in marketing expenses to 9% of the annual
turnover, from the existing 7%.
Target sales revenue growth of around 25-30% in the next
fiscal year while a strategic growth of 70-75% in the
coming three years.
Increase in market share to atleast 30% of the market
from current level of 17% over next 5 years.

QUESTIONAIRE
FINDINGS
Category of respondents

Age group

Frequency of use

Top Of the Mind Brands

No . Of respondents
64
44
29

24

19
1