Making a mark
Jagdeep Kapoor explains why the Samsika 'ATA' module is
a strategic weapon for food brand marketing
The recent budget has given a great
boost to the food processing industry.
In order to make the most of this
great opportunity one requires a special
strategic weapon. I would be happy to share
the utilisation of this weapon to build
profitable brands.
One of the fastest growing industries in
the world is the food processing industry. In
any continent or country, this sector has
shown growth by leaps and bounds. However,
while this industry offers tremendous
potential, it has also witnessed the largest
number of failures. We, at Samsika, treat the
food processing industry with great respect
and having dealt with a number of brands
successfully in the food processing industry
have some home truths, which could be
shared for prospective entrance in the food
processing industry. There is a special Samsika
food brand marketing module called the
Samsika 'ATA' module.
I recommend the usage of the Samsika
ATA module for success in food processing.
ATA stands for focus on Availability, Taste
and Affordability. The first 'A' in the Samsika
ATA module stands for 'Availability' not only in
terms of width of distribution, but also in terms
of quality, availability and visibility. Whether it is
refrigeration and coolers, its hygienic storage
devices or it is pure dispensers, food brands
across 5,700 towns and 620,000 villagers in India
need to be readily available in a fresh form.
The 'T' in the Samsika ATA module
stands for 'Taste', including regional
preferences and changing likes and dislikes.
The intangibles in the taste factor also need
to be considered because Indians are people
with a fine taste.
Finally, the last 'A' in the Samsika ATA
module stands for 'Affordability', wherein a
choice needs to be given to consumers across
size, price and range so that not only width
and consumption, but also depth and
frequency of consumption go up.
In the food processing industry, it becomes
extremely important to first make a need
assessment and understand the habits and
palate of the Indian consumer. We have a
diverse culture and different food eating
habits. Sometimes the content of food and the
process of eating may be same, but the process
of preparing could be different. There are
certain trends to be studied very carefully,
whether in the area of beverages or juices,
vegetarian or non-vegetarian products, snack
foods or even in the area of exotic products,
which may be alien to Indian taste.
Then of course, there needs to be sensitivity
in understanding consumer behaviour, whether
in the area of cheese or milk or in the area of
fruits, bottled water or soups.
It is important to first decide whether the
product is going to consist of:
• Movement from a commodity to a brand,
as could be in the case of rice, sugar, edible
