DS Group's Entry into Food and Beverages Sector


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Case Details:

Case Code : BSTR024
Case Length : 10 Pages
Period : 1998 - 2002
Organization : DS Foods
Pub Date : 2002
Teaching Note : Available
Countries : India
Industry : Foods, Beverage and Tobacco

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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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EXCERPTS Contd...

DS Foods - Spicing Up Strategies

DS Foods aimed to become a Rs.5 billion company by 2002. To achieve this, DS Foods launched many variants under the Catch brand name.

Aggarwal said, "Catch enjoys high brand equity but negligible volumes when compared to kitchen salt brands such as Tata Salt and Captain Cook." DS Foods planned to launch Catch salt in lined cartons for the kitchen segment and hoped the product would exploit the suburban markets. DS Foods also planned to launch tea and edible oil in different pack sizes, sachets and pouches to cater to all market segments - larger packs for middle and upper classes and affordable, small pouches for daily wage earners. Aggarwal said, "Neither branded tea nor edible oil is available in small packs for the daily wager. They buy loose tea and oil." The company was also working on a two-fold sales and distribution strategy. It planned to use regular kirana stores and general merchants...

Exhibits

Exhibit I: DS Foods' Product List
Exhibit II: Catch Brand and Catch Salt Sales: 1995-99
Exhibit III: Prices of Catch Prdoucts
Exhibit IV: Comparison of Prices of Various Brands of Salt & Spices
Exhibit V: Prices of Catch Salt & Spices

  

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