Harvard Case - Snacko India Limited: Leveraging Trade Promotions for Competitive Advantage
"Snacko India Limited: Leveraging Trade Promotions for Competitive Advantage" Harvard business case study is written by Sajjan Raj Singhvi, Rajat Gera. It deals with the challenges in the field of Strategy. The case study is 18 page(s) long and it was first published on : Dec 10, 2010
At Fern Fort University, we recommend Snacko India Limited (Snacko) implement a comprehensive trade promotion strategy focused on building long-term relationships with retailers and driving sustainable growth. This strategy should leverage technology and analytics to optimize promotions, enhance brand awareness, and increase market share while remaining mindful of environmental sustainability and corporate social responsibility.
2. Background
Snacko India Limited is a leading manufacturer and distributor of biscuits and other snack foods in India. The company faces intense competition in a rapidly growing market. Snacko's current trade promotion strategy relies heavily on short-term discounts and incentives, leading to inconsistent results and eroding brand value. The case study highlights the need for a more strategic approach to trade promotions.
The main protagonists are:
- Mr. Kapoor: The Managing Director of Snacko, who is concerned about the effectiveness of the current trade promotion strategy.
- Ms. Sharma: The Marketing Manager, who is tasked with developing a new strategy.
3. Analysis of the Case Study
A. SWOT Analysis:
- Strengths: Strong brand recognition, established distribution network, experienced workforce, and a focus on product quality.
- Weaknesses: Lack of a clear trade promotion strategy, reliance on short-term incentives, limited data analytics capabilities, and potential for environmental impact from packaging.
- Opportunities: Growing snack food market, increasing demand for healthier options, potential for e-commerce expansion, and opportunities for strategic alliances.
- Threats: Intense competition, fluctuating raw material prices, changing consumer preferences, and potential government regulations.
B. Porter's Five Forces:
- Threat of New Entrants: High, due to low barriers to entry in the snack food industry.
- Bargaining Power of Buyers: Moderate, as retailers have some leverage due to the availability of substitutes.
- Bargaining Power of Suppliers: Moderate, as Snacko relies on multiple suppliers for raw materials.
- Threat of Substitute Products: High, as consumers have a wide range of snack options available.
- Rivalry Among Existing Competitors: High, due to the presence of numerous established players and new entrants.
C. Value Chain Analysis:
- Inbound Logistics: Snacko's supply chain management needs to be optimized for efficiency and cost effectiveness.
- Operations: Manufacturing processes should be streamlined to ensure consistent quality and minimize waste.
- Outbound Logistics: The distribution network should be expanded and enhanced to reach new markets.
- Marketing and Sales: Trade promotions should be integrated with broader marketing efforts to build brand awareness and drive sales.
- Customer Service: Snacko should focus on providing excellent customer service to retailers and consumers.
D. Business Model Innovation:
Snacko can explore innovative business models to enhance its trade promotion strategy, such as:
- Subscription-based programs: Offering retailers discounts or exclusive products for consistent order volumes.
- Loyalty programs: Rewarding retailers for sustained sales and brand loyalty.
- Data-driven promotions: Utilizing analytics to personalize promotions based on retailer needs and consumer preferences.
4. Recommendations
1. Develop a Comprehensive Trade Promotion Strategy:
- Focus on long-term relationships with retailers: Build trust and loyalty by offering consistent value and support.
- Leverage data analytics: Track promotion effectiveness, identify trends, and personalize offers.
- Shift from short-term incentives to value-added programs: Offer training, marketing support, and exclusive product offerings.
- Implement a tiered loyalty program: Reward retailers based on sales volume and brand advocacy.
- Integrate trade promotions with broader marketing efforts: Utilize social media, digital marketing, and influencer campaigns to amplify brand messaging.
2. Enhance Brand Awareness and Market Share:
- Develop a clear brand positioning: Communicate Snacko's unique value proposition to retailers and consumers.
- Invest in product innovation: Introduce new product lines and flavors to cater to evolving consumer preferences.
- Expand into new markets: Explore opportunities in emerging markets and online channels.
- Develop strategic alliances: Collaborate with complementary brands to reach new audiences.
3. Embrace Environmental Sustainability and Corporate Social Responsibility:
- Reduce packaging waste: Explore sustainable packaging options and encourage recycling initiatives.
- Source sustainable ingredients: Partner with suppliers committed to ethical and environmentally friendly practices.
- Support local communities: Implement programs that benefit local farmers and communities.
- Promote transparency and accountability: Communicate Snacko's commitment to sustainability and social responsibility.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core competencies and consistency with mission: The recommendations align with Snacko's core competencies in manufacturing, distribution, and branding, and support its mission of providing high-quality snacks to consumers.
- External customers and internal clients: The recommendations address the needs of both retailers and consumers, while empowering internal stakeholders to drive growth.
- Competitors: The recommendations aim to differentiate Snacko from competitors by building stronger relationships with retailers and offering a more sustainable and value-driven experience.
- Attractiveness: The recommendations are expected to increase profitability, market share, and brand value, leading to a positive return on investment.
6. Conclusion
By implementing a comprehensive trade promotion strategy focused on building long-term relationships with retailers, leveraging technology and analytics, and embracing environmental sustainability and corporate social responsibility, Snacko India Limited can achieve sustainable growth and gain a competitive advantage in the Indian snack food market.
7. Discussion
Alternatives not selected:
- Aggressive price discounting: While this approach can attract customers in the short term, it can erode brand value and lead to price wars.
- Limited focus on data analytics: Ignoring data-driven insights can result in inefficient promotions and missed opportunities.
Risks and key assumptions:
- Changing consumer preferences: Snacko needs to be adaptable to evolving consumer demands and preferences.
- Competition: The intense competition in the snack food market requires constant innovation and strategic adjustments.
- Economic fluctuations: Snacko should be prepared to navigate potential economic downturns and fluctuations in raw material prices.
Options Grid:
| Option | Benefits | Risks | Cost |
|---|---|---|---|
| Comprehensive Trade Promotion Strategy | Strong retailer relationships, increased market share, enhanced brand value | Potential for high initial investment, need for data analytics expertise | Moderate to High |
| Aggressive Price Discounting | Short-term sales boost | Erosion of brand value, potential for price wars | Low |
| Limited Focus on Data Analytics | Reduced investment in technology and expertise | Missed opportunities, inefficient promotions | Low |
8. Next Steps
- Form a cross-functional team: Assemble a team of marketing, sales, operations, and finance professionals to develop and implement the new trade promotion strategy.
- Conduct market research: Gather insights into retailer and consumer preferences, competitive landscape, and market trends.
- Develop a pilot program: Test the new trade promotion strategy with a select group of retailers before rolling it out nationwide.
- Invest in technology and analytics: Implement a data analytics platform to track promotion effectiveness and optimize future campaigns.
- Communicate the strategy: Share the new trade promotion strategy with all stakeholders, including retailers, employees, and investors.
By taking these steps, Snacko India Limited can effectively leverage trade promotions to build a sustainable competitive advantage in the Indian snack food market.
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Case Description
The case illustrates the challenges faced by a marketing manager when designing, implementing and evaluating trade promotion schemes in a highly competitive, fast moving, consumer goods multinational company in the emerging Asian market of India. The purpose of the case is to provide exposure to the complexities and dynamic context of Asian consumer goods marketing and learn how to design, implement and evaluate trade promotion schemes that are aligned with the branding, marketing communication and marketing strategy of the product/brand. The case illustrates marketing decisions and their implementation in the Indian market for snack foods, where factors such as products at small price points, constant product and brand innovation, and effective design of trade promotion and merchandising schemes are critical in gaining and retaining market share.
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