VORA AND COMPANY
Understand the Concept of Marketing Mix
In December 1963, M.C. Vora, proprietor of Vora and Company manufacturers of Blossom Quick-Cooking Oats located at Lucknow, sought counsel from the Small Industries Service Institute at Lucknow regarding steps that might be taken to increase the sales of his company. The company had been organized in 1959, had started to sell its product nationally in 1961, but by December 1963 had failed to attain a profitable volume of sales.
Mr. Vora’s family had been in the group business for several generations. In 1959, some four years after the Government of India had stopped the importation of packaged cereals, Mr. Vora and his family decided to enter the business of processing and selling a product similar to Quaker brand of quick-cooking rolled oats, a product of the Quaker Oats Company of the United States. For some years previous to the Government’s embargo, this product had been imported into India by the firm of Muller and Phipps, which acted as sole selling agents. The firm had advertised the product in many Indian cities and reportedly had attained at least a moderate volume of sales, particularly in South India, in the states of Kerala and Madras.
In 1956 shortly after the embargo on Quaker oats, the Ganesh Flour Mills of Delhi started to develop and market a quick cooking white oats under the trademark Champion. After some three years of experimental marketing in nearby areas, Ganesh Mills extended its distribution nationally, devoting a moderate amount to advertising in city markets throughout India
The management of Vora and Company developed the machinery and the method of processing its product on a trial and error basis. The first product offered was not deemed satisfactory by the management and was withdrawn from the market. Not until 1961 was the company satisfied with the product’s quality and with its processing equipment, which, when perfected, could produce on a one shift basis 500 cases a month, each case consisting of 36 tins of 550 grams each. White oats of finest quality were imported from Australia under Government licence, since India grown oats of required characteristics were not available.
The perfected product was submitted to test among consumers and was rated by them as equal to or better than the competing product. The management had made application for permission to use the mark of the Indian Standards Institution and learned that the product and its processing measured up to required standards.
RNRA Team, “Supermarkets, Fresh Produce and New Commodity Chains: What Future for the Small Producer?” Hot Topics: February, 2004.
They are hard working and do not prioritize holiday. The social norms restraints their actions and celebrating own success is frowned upon. This emphasizes that the Indian do not indulge in Kellogg’s breakfast cereals just because it taste good. Further, the products were perceived as premium products, indicating indulgence with consumption. The product has to serve a purpose for the Indians to buy it, more than filling their stomach. The nutritional facts are important in this matter, which is the reason Kellogg’s did change their advertisements to more informative rather than
Also posted on the display window was information about the store supporting products made by local farmers in the Kensington area. The products were sold in store and the farmers’ names were written as well as the foods the farmers were selling.
The proprietors of the colony had hoped to grow profitable export crops of tobacco, cotton, indigo, and olives at first but all attempts to produce these crops were unsuccessful (Roark). Then in the...
Marketing at the Vanguard Group. In light of an evolving market, faced with new competitors, and after a careful analysis of their current customers, the Vanguard Group (hereinafter referred to as “Vanguard”) realizes it must rethink its entire marketing strategy. However, in order to protect and leverage their competitive advantage, which is their low management fees, and to optimize the loyalty that their customers continuously demonstrate toward their organization, they must now target the most profitable segment for them, and develop the best way to serve and delight these customers. SITUATION ANALYSIS Highlighted SWOT Strengths Low fees strategy - a good idea.
Over the years food has changed from more natural occurring products to quick and easily accessible ones. I for one blame the companies who accept and encourage this. From the previous essay, it also provides a series of questions for which we should be analyzing our food: “How fresh is it? How far was it transported? How pure or clean is it?” (Berry). Simply, we need to be more aware about our food. Food used to be only grown. There was no way
Food industry can be chartered by low margin industry, while along with the shift of power from the manufacturer to the purchaser, the price and demand became flexible, and the product variety increased.
John Harvey Kellogg wanted to cure “Americanitis”, which was the stomachache caused by the typical American breakfast. This breakfast consisted of sausage, fried ham, beefsteak, bacon, with whiskey and salt added on top. He decided to build a tiny health center that helped American improve their heath. In that center, he provided tips for healthy eating, and exercises. He did not allow fats, salt, or sugar in his clinic. In 1894, he took a trip to Denver, where he met an entrepreneur who invented a cereal made of shredded wheat. This inspired Kellogg to take this idea back home, and share with his brother, Will. Kellogg and his brother began to experiment, and created many cereals. They then met C.W. Post, and decided to collaborate and were eventually called themselves The Big Three. They invented 108 different brands of cereals. In the 1940s, they began adding a candy coating to the cereal. The Big Three controlled about 85% of the cereal market. The public’s enthusiasm for cereal grew drastically because women, who had children, had more time in the morning. Although convenience was the key to starting the day, the Big Three could not control the breakfast table without being finessed.
Another issue which needs to be addressed is to Build the Brand Equity of the company: The company is very small and not figure among the top players in the industry. It had never invested on any marketing expenditure to promote itself and just relied on word of mouth. The company had published some flyers and a brochure recently and also started providing refrigerators with the name Shimla Dairy highlighted to stores which most of the big players were practicing it ever since.
Being the leader in its industry, the company has capitalized on the large market capital and is opening up to foreign countries where organic food is appreciated.
The purpose of this project is to show how financially stable the Kraft Foods Group is and demonstrates what its strengths and weaknesses are. The reader can expect to find out what Kraft Food Group is and about their financial history for the last five years. This business participates in the consumer packaged food and beverage industry. The markets that Kraft Food Group sell to are the United States and Canada. Some brands that are included in this company are Kraft, Maxwell House, Oscar Mayer, Planers, Kool-Aid, Velveeta, Capri Sun, and Philadelphia to name just a few. This company was started in 1903 by James Lewis Kraft. Mr. Kraft used a wagon and horse and started selling cheese to businesses in Chicago, Illinois. In 1909,
During bumper harvest it was usual to seek help from neighbours who will assist to store and preserve food. As a young boy, I enjoyed taking part in preparing and storing a variety of sun dried vegetables and coconut flakes. Sun dried cassava was used to make cassava bread, sun dried ginger was used to make ginger wine which was sweetened with locally produced honey.
Have a very long history over 140 years Operated factories in 77 countries in all six continents, a truly global company Considered the innovation leader in the global food and nutrition sector with 3500scientists in company R&D network Offering thousands of local products, research and development capabilities.
We have carried out a study on the F.M.C.G Company Heinz. Heinz is the most global U.S based food company, with a world-class portfolio of powerful brands holding number 1 and number 2 market positions in more than 50 worldwide markets. There are many other famous brand names in the company¡¦s portfolio besides Heinz itself, StarKist, Ore-Ida, Plasmon, and Watties. In fact, Heinz owns more than 200 brands around the world and makes over 5,700 varieties.
By quality/value – positioning of the product based on high quality. Also can be claimed that the product have high value.