Butter Chicken Lasagna

Sales and Marketing Presentation

Butter Chicken Lasagna

Prepared for

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Butter Chicken Lasagna

24th April 2017

CONTENTS

1. Product
2. Price
3. Promotion
4. Place
5. People
6. Process
7. Physical Environment

Conclusion

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Butter Chicken Lasagna

1. Product

Convenience food product category, it is developed on a large scale using factory assembly line and
modern technology. It ensures standard quality packaging which allows for branding and marketing of the
product. There is a growth in popularity of Italian food in the Indian subcontinent, giving rise to the
opportunity to develop and explore customised recipes of the traditional product to suit the Indian palate.

Core product

It’s an Indian version of a worldwide popular traditional Italian dish. The largescale customised recipe
production satisfies the popular demand especially in the Indian subcontinent.

Actual Product

Three layered traditional sheeted pasta dish, packaged and sold as ready to eat frozen product. With rich,
creamy saffron coloured layers of butter chicken between sheets of pasta with a final layer of gratinated
cheese, this product is ready to serve.

Augmented Product

This product is available at local supermarkets, wholesalers and any retail outlet.

Future Product

In the future we plan on expanding with more products and out of India. The products will continue to be
fusions of two cuisine types. The constant being Indian and second one a variable. Some products to look
for would be pahadi chicken pizza, rogan josh calazone, and chana masala pot pie.

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2. Price

Based on the common place and availability of large scale food production facilities for an expanded
range of convenience food products, this product would require the penetration pricing strategy so as to
reach a wider customer base.

While the initial factory setup is capital intensive, it allows for high volume and a standardised product.
The customised Indianised recipe of an already popular and recognised Italian dish allows for targeting a
broad urban middle-class market segment of consumers of ready to eat convenience food products. The
customised portioning also makes it appealing to food service providers and caterers who able to
enhance the range and selection of their offerings through this convenience product.

The large scale production will ensure a low variable cost while the customised recipe using culturally
popular and recognised dish, ensures a high quality with a mass appeal product. For a penetration pricing
strategy the product requires a low cost of production while still ensuring a high quality product. In
ensuring the two criteria are met the challenge for this product would be in penetrating and capturing a
large market segment of the already existing convenience food consumption market.

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3. Promotion

Multiple sales and marketing strategies need to be deployed to promote this product. Traditional
advertising mailers, leaflets, etc. allows for visibility of the product. However, user trials in the growing
supermarkets would allow for the targeted end consumer to experience the product for the first time. Such
direct sale strategies coupled with special offers are effective in promoting and converting customers on
the shop floor.

For the low price and high quality ready to eat frozen butter chicken lasagna product that have been
developed, the product will need to be placed in the ready to eat frozen isle section of the supermarket
stores. In addition an introductory sales and promotional strategy would include further discounted pricing
to attract consumers to this product.

Chef endorsements, restauranteurs or caterers, would lend credibility to the assured guarantee of quality
promised. As part of the endorsement strategy large amounts of the product could be made available as
gifts and prizes for events and competitions hosted by the chefs or organisations endorsing the product.

To ensure that restauranteur and caterers use their product free samples of the product would be shared
with the existing customer base already purchasing ready to eat convenience food products as well as
those not using ready to eat convenience food products, so as to target conversion based on the low
pricing and high quality of the product.

With the product basically being a combination of a popular Italian pasta dish, the existing wide
recognition and popularity of butter chicken, the combination of the two mass appeal dishes into a single
product will ensure adequate attention and interest in the product, creating a connect with the broad
consumer base of lasagna as well as butter chicken and driving the consumer to experiment with this
newly launched product.

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4. Place

This product is available at local supermarket, wholesaler, retailers, caterers and almost any food service
provider. There is a list of places butter chicken lasagna is available nearest to you on our site.

Click and portal- further on our site the consumer can order Butter Chicken Lasagna or our other
products. The delivery time is 3 working days in India, we do not ship overseas. The site is customer
friendly with very simple steps to order and several modes of payment including an online wallet.

Brick and mortar- Butter Chicken Lasagna can be easily picked up at a store nearest to you. This
product is available at a selct number of food service provider which again can be checked on the site.

Hub and spoke- in terms of delivering the product, we use this approach. A manufacturing plant will have
the product delivered to the outlets surrounding it.

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5. People

The staff has a uniform with the company branding and colours on it. This is to make them feel more part
of the organisation and to bring about a sense of belonging.

The company holds several training programs for on roll staff, outsourced and any person connected with
the product. This is because the staff will be the first point of contact for the consumers, and certain
standard has to be maintained so that the product is seen in a good light.

The HR tries to maintain the hygiene factors for the staff, to ensure proper working conditions. They will
also try motivate them by offering rewards, education for family, insurance, etc.

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6. Process

We hope to get repeat customers with the unique combination we offer with our products. That and the
product being high quality and low price makes the customer return.

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7. Physical Environment

There isn’t a lot of physical evidence connected to this product other than invoices, maybe discount
coupons, the packaging in terms of the microwavable layers and branding on the external cover, the
brochure for the other available products given by the attendant at the store, the webpage and the
uniforms worn by anyone dealing directly with the product like the attendants selling free samples at the
store.

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Conclusion

This according to me would the marketing mix for this product.

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