BPSAM
Department of Post Graduate Diploma in Management
NEW DELHI INSTITUTE OF MANAGEMENT
Specialization: Marketing and Digital Marketing
November 2020
PREPARED BY-
Kunal Saini (19209)
Karan Seth (19204)
Chaitanya Sharma (19126)
Kashish Sachdeva (19264)
Devansh Arora (19205)
Osama Ahmad (19456)
a) Name of the company:
“Trooti”
b) Type of the Company:
Private Limited Company –
India’s food and beverage consumption in 2019 is estimated at ~Rs. 30 Lakh Crores. The
‘in-the-kitchen’ segment, comprising staples, spices and condiments, dairy and others,
accounts for ~70% of the food and beverage basket, or ~Rs. 21 Lakh Crores.
The major players in Food and Beverage Industry are Dabur India, PepsiCo India, ITC
Limited, Coca-Cola India
c) Turn Over: - 1000 cr
d) Market Share – 41%
e) Profit Margin – 52.75%
Market Size
India, the fastest growing economy in the world and with over 1.25 billion consumers of food
and
beverages is one of the global leaders in the food and beverage industry. The food and beverage
industry in India was the fifth-largest sector in manufacturing.
Within this attractive Indian food and beverage industry, there are certain segments which are
growing at a very fast pace in India as they are gaining immense acceptability amongst the
Indian consumers thereby creating significant growth opportunities for existing as well as new
industry players. This report contains following 10 dominant segments of the Indian food and
beverages market which are growing at a very fast rate:
► Breakfast cereals
► Savory snacks
► Ingredients - Seasonings, Dressings & Sauces Market
► Pet food
► Naturally healthy beverages
► Ready meals
► Confectionery
► Organic food
► Dairy food
► Bakery
The position you may be holding
Marketing Director
A director of marketing is responsible for all marketing of a company. They manage all
marketing campaigns and marketing strategy to reach new customers. A few of the main duties
of a director of marketing are creating weekly or monthly marketing reports. They also create
marketing campaigns and collaborate with other teams to create new products. Some of the job’s
titles that a director of marketing has held prior are digital marketing and marketing manager.
Responsibilities for Director of Marketing
Develop a yearly budget for the marketing team
Communicate the brand identity with the team
Sift through marketing data to find the important trends
Stay up to date on the latest marketing trends
Attend conferences to further marketing knowledge
Oversee social media strategy and implementation
Develop thought leadership pieces such as an e-book
Create marketing reports to show to executives
Qualifications for Director of Marketing
Master's in marketing or an MBA
Ability to manage multiple projects at once
Ability to communicate effectively in speech and writing
A customer focused attitude
Content creation experience
SEO and PPC experience, certifications preferred
Strong drive for results
Ability to collaborate with cross-functional teams
Ability to analyze problems and create a solution
Competitive advantage in the Marketing strategy Trooti
Growth Strategy
The most remarkable strategy of Trooti was to provide Premium deliverance of the products to
the consumers through refrigerated juice aisles along with giving Trooti Pure Premium to get
more visibility to the consumers. Strategies like this have helped create a point
of differentiation against the competitive beverage market.
Effective campaigns:
The website of Trooti has a separate section that is dedicated of the bloggers called
“TrootiMamma” who are the experts who share everything about motherhood along with
relevant topics like eating healthy, bargain hunting and healthy family.
The “TrootiMamma” initiative shows that the brand really cares about the interests of consumers
and the blogs are not only created to relate with the consumers but to give them ideas about a
healthy lifestyle.
The brand also reaches out to the consumers through Facebook and Twitter and Trooti is very
welcoming towards the incentives and feedbacks from the consumers.
BCG matrix in the Marketing strategy of Trooti
Trooti is one of the fastest growing brands in the beverage department. The per capita
consumption of juices is increasing in India and the juice segment is facing high growth rates.
Trooti’s growth by 2020 and is improving its distribution of the products with more focus on the
smaller towns and rural regions. They have also refreshed the brand positioning strategy. Huge
investments in marketing and brand building are made by the parent company.
Trooti has high growth capabilities and is one of the fastest growing brands. It falls in the star
category of the BCG matrix.
Competitive analysis in the Marketing strategy of Trooti
Customer analysis
The main consumers of the Trooti are the health conscious youth who would choose to drink
Trooti instead of unhealthier options like Coke or Pepsi. According to research, if consumers
have past experiences with Trooti they might choose the drink right away, if they don’t they tend
to conduct external or online research.
When conducted a survey among the consumers of the drink, it was found that they choose
Trooti because it’s healthier, is a good source of Vitamin D and is a good way to start the day.
Promotion Strategy
Trooti promotes itself based on two facts, first that it is 100% pure drink and second is that it
contains a large amount of fruit in each bottle. These themes have been selected to effectively
reach their target audience of 21-30 years old. In its promotions, Trooti highlights health benefits
to increase sales of the product. It uses consistent themes in their advertisements with health
benefits and humor to engage the audience.
Trooti has a good number of web presence and uses networking sites such as Google+,
Twitter, LinkedIn, etc. The advertisements are presented in billboards, radio, magazines, etc.
Trooti is seen using good promotion strategy and the main focus has been on the packaging of
the product. On the packaging, Trooti promotes the value of the product through “never from
concentrate” testimonies.
Horizontal Integration OF Trooti
As part of their Horizontal Integration strategy, Trooti will be acquired Propicana in upcoming
months. This was one of the main Mexican juice companies, with the objective of expanding its
beverage portfolio mainly in India. In this way, Trooti will be able to cover other fronts by taking
over the manufacture of substitute products such as energy drinks in the first instance. We will
the launch Poweride (energy drink) and juices. When we acquired Propicana so then we have the
large customer data base, so it help us increase our market size and production units.
Why Horizontal Integration Is Important?
When implemented correctly, horizontal combination can increase the market share and
power of two companies. The companies can merge synergies, product lines, and enter new
markets.
Horizontal integration also reduces the extent of competition within the market while
boosting the revenue of the participants who otherwise might not have prevailed during
a fierce market environment independently.
Through integration, the parties involved can share institutional knowledge while reducing
expenses. Mergers supported horizontal combination are subject to heavy scrutinization
because they will often end in a monopoly where one company dominates the market.
