Habits do change with time but old habits actually die hard.
Just go to any Fast food joints like MacDonald, KFC, Pizza hut and you shall
droves of next gen Indians, and on the other hand you shall see families waiting
to get a seat for dinner at Indian eateries. Well I do not wish to conclude
that when families go out to eat, which are a huge number in Indian metro &
mini metros, they tend to prefer multi-cuisine restaurant over a pizza outlet.
A careful investigation of Indian packaged food retail actually
throws up quite a range of products from frozen peas, cut veggies, paronthas to
ready to eat mixes. But unlike other food products that survive on major
regional brands we yet to have a widely distributed food chain that offers semi
boiled pulses, ready- to- cook & ready- to- eat range of pulses &
veggies. You could enjoy canned ready to eat curries from Markfed in Punjab but
you got to search for an outlet selling it. Frozen peas are widely available
but not become a brand.
All marketing strategists agree that unless a food brand
identifies closely with one product it would be impossible to build a category
brand. Macdonald is a burger brand, pizza hut is obviously a pizza retail outlet
therefore market is available for peas & chopped veggies brand. The perishable nature of veggies no longer
remains a technology challenge as varieties of technologies are available. We
yet to have a brand that identifies closely with a particular food like boiled
pulses or diced cut veggies.
Major bottleneck in creation of a food brand is lack of distribution
muscle with regional medium & small players. Media has several regional
options to target consumers in most of local markets in India. It is time we
have boiled pulses available t bread & eggs counters so that consumers
could benefit.
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