Top Story

e4m_logo.png

Home >> Marketing >> Article

ITC Foods aims to lead the premium jam segment

14-February-2005
Font Size   16
ITC Foods aims to lead the premium jam segment

The high end jams or conserves, which were driven by imported products like Tiffy's and St Dalfour, will now face an aggressive Indian competitor. ITC Limited - Foods business, which recently entered this segment with its latest offering "Kitchens of India Fruit and Spice Conserves," has charted out interesting strategies to tap this nascent segment.

"We aim to target the discerning consumer by offering a unique product concept -- fruit and spice conserve. Kitchens of India will be targeting the consumers using a focused media activity, an extensive consumer contact activity and by placement at the right outlets," said Ravi Naware, Divisional Chief Executive, ITC Limited - Foods Division. In fact, ITC Foods has an edge over others, he said, adding, "Conserves is a nascent but growing category currently driven by imported products. However, with imported products, old code date stocks are always an issue."

Interestingly, the company has blended spices with fruits to cater to the Indian taste. The initial offerings from Kitchens of India Fruit and Spice conserves are four flavours-Plum and Star Anise, Pineapple and Green Pepper, Apple and Cinnamon, Strawberry and Mint. Asked on the selection of flavours, he said, "Kitchens of India master chefs were involved in the development of products and it's their experience that has gone into the concept's development. "We employ a very robust process of researching, testing and evaluating our products involving master chefs of ITC Hotels and a diversified panel of consumers," Naware added.

The company is promoting the product tactically and focusing more on BTL. "We adopted a very unique strategy by launching it through the gifting route during the gifting season. This helped us immensely by creating excitement and expectation around the product."

"The traditional media, primarily print, is also being targeted. We are targeting lifestyle, travel and food magazines along with a few mainstream publications to communicate our offer," he said. The company has also created a unique Conserves Recipes Booklet, which is being distributed with the February issue of Good Housekeeping. So is the company also looking at tie-ups to promote conserves? "We usually use one of our own products or brands for promoting new products. We also leverage group synergies by involving ITC Hotels or Wills Lifestyle in promoting our products," he said.

Asked if the company faced a problem dealing with the awareness levels of conserves in Indian market, he said, "As far as the upper end consumer is concerned, awareness of premium jams/conserves/preserves is not an issue, thanks to the changing demographics and lifestyle and increased exposure to imported goods." In fact, the company claims that the market has responded well to the product. "The initial market response in Mumbai and Delhi has been very encouraging and has surpassed our initial expectations," said Naware, adding, "We aim to be the leader in the premium jam segment."

Tags

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

The Managing Editor of Public TV gives insights about the struggle the Kannada news channel endured during its nascent stage and what led them forward to the second position that they occupy right now in what is a rather crowded marketplace

The unveiling of the Pitch Madison Advertising Report 2018 event was held on February 15, 2018. Over the years, the report has become a benchmark in the industry. Here are some pictures from the event...

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing...

Jake Dyson, Chief Engineer and Member of the Dyson board, spoke about the innovations and technology that they plan to bring to India