Question

Topic: Branding

Marketing A New Ketchup Brand In Indian Market

Posted by Anonymous on 7/15/2008 at 6:22 AM ET 250 Points
I am planning to launch variants of tomato ketchup and fruit jams in indian market. This market is already crowded and there are many brands. There are two national brands and few other regional brands. I am facing a dilemma as to how to position my brand amongst the clutter.
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RESPONSES

  • Posted by Wayne Wood on 7/15/2008 at 6:42 AM Accepted
    Ketchup is Ketchup, jams are jams, not high interest products you have to borrow consumer interest by introducing an image etc that has high interest without cannibalising your products/brand. Maybe a high profile bollywood actor renowned for culinary skills or is a gourmand presents your product as having the best taste, or you have selected special tomatoes and fruits for your products. There is little natural interest in the products range therefore don't make the assumption that people are waiting excitedly for your products
  • Posted by Jay Hamilton-Roth on 7/15/2008 at 8:57 AM Accepted
    If your product isn't substantially different from the competition, then I agree with others, save your time/money.

    If you have a unique offering (organic, allergy-free, gluten-free, etc.) then you have a chance - if there's a big enough niche that needs/wants your products. If your competition is strong, then expect them to copy your success - and have a plan for additional products (small serving size, restaurant packaging, etc.)
  • Posted by ilan on 7/15/2008 at 2:49 PM Accepted
    You have the benefit of knowing what the other brands stand for, and if there are any differences among the.
    Whatever you do, don't waste your time trying to be just another brand in the market, unless you have a differentiating point or positioning.
    The most important thing: do you have a story to tell?
  • Posted on 7/16/2008 at 1:12 PM Accepted
    Congratulatiions! You've completely stumped me.

    If you insist on entering the condiment arena, I would consider an entire different line of product. The thing that comes to mind with me is salsa or a salsa-type product. Salsa is a product that always gets interest. What's good about it is that you can include different ingredients and really "make it your own."

    As an Indian food lover, I know a little spice is never a problem, so experiment with different flavor combinations and see what you can come up with. The uniqueness of the "experience" should be enough to give you a solid position in the marketplace...
  • Posted on 7/21/2008 at 2:56 AM Author
    Thank you guys for the responses. Few comments:

    The idea is to start with "bread and butter" products which are readily acceptable. In my opinion indian processed food industry is not evolved, so the acceptance of niche products is very low as of now. We do plan to launch niche products (on the 'sugar-free' platform). However before that we intend to set up the complete distribution set up. Hence the idea is to start with a range of products that are readily acceptable.

    Regarding the suggestion of introducing new flavors, we are working on that and we would try to introduce some new flavors.
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