The Tasty Bite Story

Case Studies in Business Marketing

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Case Details:

Case Code : MKTG015
Case Length : 6 Pages
Period : 1986-2001
Pub Date : 2001
Teaching Note : Available
Organization : Tasty Bite Eatables Ltd, HLL
Industry : Food, Beverages & Tobacco
Countries : India

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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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The Turnaround Story

In 1997, HLL decided against venturing into the frozen foods business. Consequently, it sold TBEL to PBI. PBI appointed Ravi Nigam (Nigam) of Britannia Industries as the President.

The new management worked out a strategic initiative, which was named the '4C approach,' for reviving the company and turning the business around (Refer Figure I).

The four Cs strategy divided the core business into areas that needed to be focused on: Concentration, Conversion, Collaboration and Cultivation.

As part of "Concentration, TBEL decided to invest in intensive research for its RTS products. The company also planned to expand its business globally as well as in India. A decision to enhance the business through e-business was also taken...

Future Plans

In September 2000, TBEL began working towards repeating its export market success in the domestic market. TBEL divided the Indian market into two broad segments: the domestic segment focussing on working women, and the institutional segment comprising fast food restaurants, hotel chains, airline flight kitchens and the Indian Army and Navy.

Nigam said, "Although Tasty Bite is the No. 1 selling Indian food brand in the US, the task in India is daunting. The challenge, therefore, is to first establish the category and then associate it with the brand."

TBEL was optimistic that its earlier dismal performance in the domestic market would not be repeated.

A national study on the food and grocery sector GROFAST (Grocery and Food Advantage Study), conducted by KSA Technopak, showed that 73% of Indian consumers preferred to have traditional Indian meals in the RTS format rather than western food...


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