Caselet Code : CLCB054
Publication date : 2005
Subject : Consumer Behavior
Industry : -
Length :
 6 Pages
Price :  Rs. 100 (Detailed Pricing Info)

To download this short case study (No. CLCB054) click on the link below, and select from the list:

» Consumer Behavior Caselets

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Abstract

ITC Ltd. entered the convenience food market in India in 2003. It introduced its convenience food products under two brand names, 'Kitchens of India' and 'Aashirvaad', for the upmarket and middle-class segment respectively. The caselet titled 'ITC's Foray into Convenience Food Market' examines ITC's launch and pricing strategy for these products in the country. The caselet also gives an overview of the processed food industry in India. ITC's use of retorting technology to ensure a long shelf life for their processed food products is also touched upon.

Issues:

» The emergence of the convenience food industry in India
» Market segmentation for convenience food
» Use of technology to ensure long shelf life for convenience food products
 
Key words:

ITC, Kitchens of India (KOI), Aashirvaad, Processed food, Convenience food, Retorting technology, Bukhara, Dakshin and Dum Pukht.

Questions for Discussion:

1. What are the factors which have prompted ITC to enter the convenience food market? How did they segment their target market?

2. How did ITC ensure long shelf life for its convenience food products?