Session (2018 – 2020)
“Case on Green Foods”
Guided By: Submitted By:
Dr. Pragya Keshari Himashu Khanduja
Nandini Ranglani
Prarthana Rathod
MBA FT Sem. III ‘C’
Introduction
• Green Foods Ltd. was one of the six major processed
food manufacturers marketing bread spreads in India.
It had Rs.300 crores market in retail sector and
growing at rate of 7% in 1992-93.
• NISHAN is the brand of Green Food Ltd. which was
introduced in 1970 and it has 7-9% share of market
• NISHAN comes with new strategy in 1990-92,
natural goodness of fruits.
• In 1992-93 company was facing declination in its
market share.
• Three marketing options were considered by
company executives as they assessed how to improve
NISHAN sales performance-
1) Larger Marketing expenditure
2) Adjusting brand’s marketing mix
3) Developing more compelling advertising approach.
• Executives believed third option to be most efficient
method.
• Focus group interviews conducted with consumers to
evaluate the relative effectiveness of seven alternative
copy approaches making direct comparisons between
NISHAN and the other jams
• All seven approaches are presented in EXHIBIT-1.
• In it the interview results indicated that a comparative
listing of vitamins/minerals levels of NISHAN and
fresh fruits created the greatest impact and the
greatest positive attitude change in NISHAN’S favor.
(New copy strategy was decided to be continued.)
Copy strategy summarization –
Exhibit 2
• Natural goodness of vitamins and minerals found in
fresh fruits.
• Nourishing breakfast food.
• Specifically aim to create Superiority to other jams in
terms of freshness and nourishment.
• Direct comparisons of vitamin/mineral content level
with other brand.
3 alternative copy executions
conversation - EXHIBIT 3
• 3 executions prepared costing to Rs. 60000.
1. Mother picking bottle of NISAN jam and shows
vitamins and minerals listed and says “All jams are
made from fresh fruits but only NISAN preserves
the natural vitamins and minerals in its jam.”
2. Husband sits with their children for breakfast on
table, mother servers food but they deny, so she
gives them jam and says “I served them fresh fruit
but my children thought it was just the jam.”
3. Doctors in laboratory says “I recommended
fresh fruit at breakfast because they provide
essential vitamins and minerals to keep you
going for the day”
• Each execution tested among 200-300 users
and its primary competitors.
EXHIBIT 4 – Copy test results
• Laboratory advertisement scored highest in copy test,
with strong results among women.
Risk involved
• Direct comparison may not go well with audience
who considered packaged foods as convenient rather
than nutritious.
• Testimony from doctors could lead to distinct
positioning which might lead to reduction in sales.
SWOT
• Strength
1) Green Foods Ltd. one of the six major processed
marketing bread spreads in India.
2) Nishan’s marketing strategy based on unique
product characteristics.
• Weakness
1) Failed to communicate NISHAN’S nutritive value.
2) Volume losses due to shifts to more “exotic” tastes.
• Opportunity
1) Green Foods Ltd. Can concentrate more on their
new products like cheese-spread and margarine.
• Threat
1) Competition could diminish NISHAN’S existence in
the market.
Ans 1. The overall market for bread-spread sales were
about Rs.300 crores and was growing at 7% annually.
• According to consumer image perception, Butter was
the first choice as bread-spread.
• About 60 brands/variations were in the market.
• NISHAN’S market share fluctuated between 7-9%
and there was no substantial increase in NISHAN’S
market share.
• This was also the reason why Green Foods Ltd. took
action on NISHAN.
• This action is not premature but, delayed because the
brand has market share only between 7-9%.
Ans 2. The chosen message strategy was to show
comparative listing of vitamin/minerals levels of Nishan
and the stress on fact that only Nishan has the vitamins
and minerals of a fresh fruit intact.
If we compare this message with other alternatives we
will find that it is the only message which
communicates NISHAN’S vitamin nutrition value
which was considered to be a definite product attribute.
Ans 3.
• I would go with laboratory advertisement as it
incorporated a very direct and dramatic comparison
between NISHAN and fresh fruit on vitamin/mineral
content.
• Other reason is that there is a general conception that
a doctor always looks out for the best for their
patients. On the same lines people will consider
laboratory advertisement as genuine and the nutrition
value accurate by the purchaser.
Ans 4. If I would have been the Brand Manager of
NISAN, I came with new approach with my product
twist jam.
• NISAN focus only on children but I would have
targeted whole family.
• I would have used tag line – “take your breakfast
along with your family with twist jam”.
• In my advertisement, I would have shown a family
enjoying their breakfast with twist jam. Twist jam is
the reason of the healthy family because it has
minerals and vitamin in it.
• I will use both pre-testing and post testing method for
best result for my ad.
Thank you