Group09 - Health & Cereality

Group 9
Sudheera(59)
Jyothirmayi(33)
Kalyani(09)
Vamsi Krishna(71)
Manasa(46)
Hanumanth Rao(22)
Overview
Health and wellness becoming mainstream in India with
impressive year-on-year growth experienced by the health
and wellness market.
It was reflected in the ever increasing shelf space occupied
by health and wellness products in grocery stores.
Increasing consumer awareness and a strong economy
accelerated the demand for such products in the country.
Companies ranging from big multinationals such as
PepsiCo or Nestlé to small local manufacturers were
focused on creating products to promote health benefits.
Size of Health & wellness industry
The global wellness industry is worth $500 billion and is
projected to touch $1 trillion by 2014.
India’s market for “Health & wellness” services at Rs.110
billion ($2.2 billion)
This industry to grow at an annual rate of 30-35 percent by
2015.
GDP Contribution - 5%
FDI Limits - Raised from 26% to 51%
Growth
Sectors
Health and Wellness Industry is classified into 7 Core
Segments.
Allopathy
Alternative therapies
Beauty
Counseling
Fitness and Slimming
Nutrition(Health Foods)
Rejuvenation
Major players
Tara foods
Dr Batra’s
24 lettered Mantra
Dabur
Manipal group of companies
ITC
Trends of the industry
Entry of global players
Participation of allied industries.
Penetration in tier II and III cities.
Increase in male clientele
Introduction in in-house wellness products.
Emergence of training academies
Future trends of Health & wellness
As the Industry is growing by 30% - 35% every year and
the recession is over and Retail Sector is booming the
opportunities in the Health and Wellness sector is very
High.
GDP is estimated to increase from currently 7% to 8% in
coming years.
Employment opportunities are increasing in the industry
due to increase in demand of the product and services.
Growing awareness: As more people come to know
about the benefits of being pro-active about their health,
the market is posed to grow.
Contd…
Despite the size of the industry, the actually market
penetration of wellness products and services is low.
The market is therefore open for anyone who can
crack the penetration problem.
The wellness industry is gradually shifting from
loyalty programmes to building relationships with its
consumers.
This is the best way to ensure that existing consumers
keep returning and also move up the value chain
Markets & opportunities
The potential market of Health & Wellness foods at Rs
55,000 crore by FY 2015 up from the current Rs 10,150 crore.
The growing awareness of lifestyle diseases in India,
consumers are increasingly open to the benefits provided
by H & W foods.
Increasingly hectic lifestyles and lifestyle-related diseases
as well as paucity of time to cook at home will accelerate
the demand for health & wellness products
Companies are expected to put more effort into consumer
education to increase the awareness of health and wellness
products among consumers.
About Cereality: Business Idea
Cereality is more than just a place to get cereal, it’s a
new way of thinking about cereal! Customers can
create their own perfect bowl of hot or cold cereal or
choose from one of our delicious signature blends
from our menu.
Market Analysis(STP)
Demographic segmentation considering the income
level.
Segments(income)
1) High level income group
2) Upper middle class
3)Mid middle class
4) low middle class
5) lower income group
Targeting
As the amount of awareness about the health is
increasing, people are ready to change their lifestyles
and adapt a better ones.
So they are even ready to pay the premium to buy
products which facilitates good health.
The target group is people belonging to upper middle
class and higher income level group.
Marketing Plan:
Product- Standard and customised menu of cereals,

Oats, sprouts, booster juices, energy packed meals
according to requirement of customers.
Examples: Muesli, Grape nut flakes, Cheerios,
Wheaties, Fruit & bran etc.
Place- In vicinity of Corporate offices, colleges and
gyms.
Contd….
Price: penetration price is employed as it is a
premium product.
Promotion:
1. Posters in gyms, yoga centers and hospitals.
2. Educating customers about healthy lifestyle by
awareness campaigns.
Management Plan
It’s a partnership firm, of 6 partners
The organisation structure is:
1.Kalyani- Handles Operations
2.Sudheera- Finance
3.Jyothirmayi- Takes care of Marketing
4.Manasa- Consultant
5.Vamsi Krishna- Store manager incharge
6.Hanumanth Rao- Sales
The company will Tie up with renewed
nutritionists to develop requisite products to the
customers

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Group 9

Product- Standard and customised menu of cereals,

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