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The marketing plan for ABC Foods Pvt. Ltd. - Essay Example
Author : serenitybailey
Pages 12 (3012 words)
This article presents marketing plan for ABC Foods Pvt. Ltd. The company supply their products to supermarkets as well as the small and medium grocery shops in the in the community area for getting a final customer based apart from the third party retail clients…
In relation to the study the company which has been selected is ABC Foods Pvt. Ltd., a 10 years young US based food processing company which has been continuous supplying processed food to the major supermarkets and community based departmental stores and grocery shops in Unite States. The company was established and incorporated in 2001. The company has decided to make forward diversification into the Indian food market with the launch of a new category of product line i.e. “Ready-To-Eat” (RTE) food. This ready to eat food is very much popular in the developed countries and it has a saturated market in US. So the company has decided to make brand extension as well as diversification of business simultaneously. India has a very good potential market for ready to eat food and very few food companies are there who have this type of product differentiation in the market. Only the people of urban areas of the country have the food habit of processed food like ready to eat food and maximum family member in the urban areas are working people and they generally need a time consumed processing of the food for their breakfast and as well for making Tiffin for launch. These all are driving forces which influence the company to make the brand extension in a potential foreign country like India where the food habit of people is changing from home cooked food to ready to eat food. A SMAETER objectives need to follow for getting competitive advantage. ...