Launching Shrikhand a traditional indian sweet dish in american market, analysing its competitors and possible market share.

1. A
Project report
Launching SHRIKHAND in
United States Of America

2. Presented By

4. The Fusion Family

5. What is Shrikhand ?
Introduction
History

6. Shrikhand in India
How it is Used?
When it is Used?
Where it is used the most?

7. US Food Culture
Food Culture in United States of America

8. Scope for Shrikhand in USA
Americans are fond of eating lot of sweet dishes and
fast food, we are trying to provide them a healthy
option to substitute for many fast food present.

9. 3P of Marketing…
Product..
Features
Differentiation with yogurt
Flavor

10. Price
Pricing Strategy
Penetration
Cost Plus Pricing Strategy

11. Place
Why Manufacturing and not exporting from
India
Time (Time for Importing finished product from India through
ship)
Cost (Using alternative transportation channels such as
Airways would be expensive)
Manufacturing Unit in Texas
9th Milk producing state in USA
Low Cost Manufacturing State
Skilled Labor

12. Why STDP ???

13. Segmentation
Segmentation
Behavioral
Regular
Low Fat
“0” Calorie
Psychographic
Taste
Saffron, Mango, Cardamom, Almond
& Pistachio

14. Target US market for Shrikhand

15. Differentiation
Shrikhand Vs. Yogurt

16. Positioning in US Market
A better substitute for Yogurt
“A better way to start your Day”

17. Distribution Channel
Traditional Distribution Channel
Retail Stores
Discount Stores
Convenience Store

18. Sales Forecast for Yogurt Market

19. Packaging
Packaging will be done on Different sizes of
pack.
Singular Serving
(100gm, 250 gm, 500gm)
Family serving
( 1Kg, 2Kg)

20. Branding
Problem with a name “Shrikhand”
Hence launching with a New Brand Name

22. Objective
10% market Share in US after 1 year launch of product…
SweeGurt
Yogurt

23. Promotional Campaign
Print… Regular
Start your Day with a Sweetness Family and SweeGurt

24. Low Fat
SweeGurt a Healthy way to Live

26. Additional Promotion
Tie Up with Mc’Donald
Promotional Events at Various places to create
awareness

27. Radio Add

28. TV comnercial

29. Questions ?

30. Thank You