STP Analysis Of Aashirvaad Atta

Decent Essays
Index:
• About Aashirvaad
• STP analysis of Aashirvaad atta
• 4 P’s of Aashirvaad atta

‘It brings joy to the Indian housewife in providing her family with the most delightful hand-made rotis.’
ITC through its e-choupal network came up with the mission to cater to the Indian housewives’ needs by providing the finest quality flour. With this idea, ITC entered the staples market with ‘Aashirvaad Atta’ in May 2002. Backing the brand with the ITC name along with some great promotional strategies like “Khushiyaan chun chunk ke” campaign, Aashirvaad, within a short span, became India’s ‘Number 1’ brand in the Packaged flour segment across the country gaining popularity over ‘Pilsbury’ and ‘Shaktibhog flour’.
STP analysis of
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Aashirvaad atta with multigrains Among the affluent Indian homemakers, Aashirvaad is a brand of improved wheat atta that provides nourishment for people of all ages by strengthening immunity and body strength because it is an integrated mix of six different grains- wheat, soya, channa, oat, maize and psyllium husk.

Marketing Mix of Aashirvaad Atta:
1) Product
Aashirvaad atta is a convenient product for the consumers. Its focus on providing nutrition and taste along with easy availability with brand assurance of ITC, makes it different from its competitors.
Features Benefits
Good quality atta for cooking Healthy and more nutritious supplement to the private labelled atta or that being sold lose in the market.
Produced using a high quality process (washed grains and clean grinding mills) Is hygienically superior to all other brands present in the
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4) Promotion:
Objective: Aashirvaad through its promotion initiatives is trying to increase its brand visibility and win its customer preference.
It has divided its promotional strategies into two segments:
• Sales promotion: o It has been trying to penetrate in the regions where the concept of branded flour is new by distributing free 1kg packs of Aashirvaad atta so that the consumers get to feel the difference between the local flour and branded flour. o Also in collaboration with the local fast food retail chains, Aashirvaad has started providing a discount coupon of the retail outlet with every purchasing of Aashirvaad atta. o Also to create a bonding with its target customers, it has announced contests for housewives by the name ‘Chatur Grihini’
• Advertisements o Aggressive advertisements on television in order to target the Indian housewife have been its main motto. o Creating exclusive Aashirvaad stores in order to offer convenient access. o Tying up with the government to sell atta at military canteens at a subsidized rate in order to increase its visibility and market share. o Advertising the process of flour refining in order to assure the consumers of its

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