Reliance Delicious
Marketing Plan of
Reliance Delicious
"Bharat ka swaad" �
TABLE OF CONTENTS
Executive Summary 4
Why Food Industry? 4
Market analysis 4
Competitor Landscape 4
Brand Communication 5
Brand Positioning 5
Corporate Strategy of Reliance 6
Potential Sectors Considered 6
Why not Pharma? 6
Why not Aviation? 7
Why Not Automotive sector? 7
Why not banking? 8
Why Food Business? 10
Situation Analysis 12
Analysis of customer environment 12
Analysis of external environment 15
SWOT Analysis 17
Strength 17
Weakness 17
Opportunity 17
Threats 17
Product Offering 18
Marketing Strategy 19
Marketing objectives 19
Financial Objectives 19
Mission Statement 19
Target Markets 19
Target Segments 19
Positioning 20
Marketing mix 20
Roll out Strategy 24
Financial Assessments 25
Marketing Strategy Implementation 26
Organization Structure 26
Evaluation Controls 26
References 28
Appendix 29
Leading Chained Food Service Brands in India, 2006 29
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EXECUTIVE SUMMARY
WHY FOOD INDUSTRY?
This industry has been chosen because of the following reasons
⢠Fast food value sales grow by 20% to reach Rs332.6
India
India At Its Best
Indiabillion in 2006
⢠The number of outlets grows by 13% to reach 52,000 in 2006
⢠Indians feast on fast food as value sales growth is the fastest in Asia Pacific
⢠Chicken fast food witnesses the fastest growth at 76% in 2006
⢠Forecast constant value CAGR to remain robust at 11% over 2006-2011
MARKET ANALYSIS
Mckinsey Global Institute (MGI) predicts India will become the world's fifth largest consumer market by 2025, and per-capita spending will treble. According to the Euro monitor report of the trends of global fast food industry, even though globally there has been growing opposition to the consumption of fast food, in India fast food is being accepted like never before. With a 20% increase in fast food value sales during 2006, India was...