Marketing Project - Feel The Pulse

Objective - Go to your local Grocery store/supermarket and get a list of at least 5 new products in the market. Rate them on the degree of innovation (1 beong least and 10 most innovative), and list their features, success in market etc.

Name of Grocery Store – Cheap and Best

Location - Hiranandani Gardens, Powai, Mumbai
 
 

List of New Products introduced –


1.Maggi Hot Cup Tomato/Non-vegetarian Clear Soup

2.Pantene Conditioner

3.Whisper Ultra

4.Annapurna Chappatis

5.Pilsburry Pizza
 
 

1.Maggi Hot Cup Tomato/Non-vegetarian Clear Soup


Innovation rating – 3

Name of Company – Nestle India Ltd.

Time in Market – 15 days

Success of Product - Successful

USP – Price is only Rs3/-

Store manager feedback – The product is doing extremely well in the market. So much so in fact that there is a shortage of supplies in the store. In the words of the storekeeper – “Company se maal time pe nahi aata hai.” Because of this the product is not reaching its sale capability.
 
 

2.Pantene Conditioner


Innovation rating – 2

Name of Company – Proctor and Gamble

Time in Market – 1 month

Success of Product - Successful

USP –Brand Heritage of ‘Pantene’

Store manager feedback – Sale of the product is very good. People using Pantene Shampoo were using other conditioners, and now with the introduction of Pantene conditioner in the market, view it as a complementary good.

Note - The P&G marketing department also advocates this as they say on their site – “For best results, remember to use both Pantene shampoo and conditioner”.
 
 

3. Whisper Ultra Sanitary Napkins


Innovation rating – 8

Name of Company – Proctor and Gamble

Time in Market – 6 months

Success of Product – Extremely Successful

USP – Extra protection, high on comfort, extra thin.

Store manager feedback – Sale of the product is very high. He sells 24 packets per week. The sale of the existing sanitary napkins however, including other Whisper products are not in demand at all any more.
 
 

4.Annapurna Chappatis


Innovation rating – 7

Name of Company – Hindustan Levers Limited

Time in Market – 2-3 months

Success of Product – Moderate

USP – Ready made chapattis

Store manager feedback – Sale of the product is very high, but he thinks more so in his store because of the locality. (Hiranandani Gardens, Powai residents are in the SEC A &B Classes and have a high percentage of working women as well).  He sells 15  packets per day.
 
 

5.Pilsburry Pizza


Innovation rating – 6

Name of Company – General Mills India Pvt. Ltd.

Time in Market – 4 months

Success of Product – Successful

USP – Cheaper in comparison to other pizza like Dominos and Pizza Hut

Store manager feedback – Sale of the product is very high. The toppings are also ‘Foreign (Italian) tasting’ and Pizzas at home never could acquire that taste and so this product has done well.

Note – As above, the high sales are also complemented by the consumer profile in the area.