On 30th November 2018, The Marketing Forum, TAPMI conducted Markneeti. The unique event challenges the students of TAPMI to find feasible solutions to the problems faced by local entrepreneurs in their businesses. In the preliminary event M-Plan, teams designed marketing plan for locally manufactured products. Prof. Shirshendu Ganguly and Prof. Swapnarag Swain judged the teams based on conceptual clarity and feasibility of solution. Top five teams will proceed to the grand finale.
Each of the ten teams shortlisted for the event was to choose from a list of products that are produced and sold primarily in Manipal/Udupi region. Teams chose products like Arabian grape juice, SRR Fish Fry, Sip On, Sipra cool drinks and Bindu Fizz Jeera Masala.
The teams after their thorough analysis of the product in terms of its competitors, STP (segmentation, targeting and positioning) and distribution channels, recommended how the businesses could expand or diversify by implementing different marketing strategies.
Arabian Grape Juice is a pulpy grape drink manufactured in Kundapura and sold in and around Udupi. Teams suggested better communication and distribution in Manipal, Udupi and Mangalore to survive the threat of fresh fruit juice shops, Real, Tropicana, B Natural, Paperboat and other popular brands.
SRR Fish Fry is a popular spice producing company in Manipal, Udupi. Regional significance in terms of target segment, tough competition from other south Indian spice producing companies like Annapoorna, Aachi and NR Foods and other facts were analysed by a team of students. They suggested penetrative pricing and online communication as the way forward for the growth of the company.
Sip On is a fruit drink manufactured in Puttur and sold in Mangalore in tetra packs. Apart from the regular mango, apple and guava flavors, exotic flavors like sapodilla, Mysore apples from organic produce would be a good opportunity for Sip on to make its presence felt in the market with competitors like Frooty, Appy, Mazza, Minutemaid and Slice holding lion’s share.
Sipra Cool Drinks is a local soft drink manufacturing company which has presence in rural and semi-urban parts of Udupi. It has six different flavors unlike most of the leading aerated drinks. Teams recommended product expansion in terms of a new energy drink being launched.
Bindu Fizz Jeera Masala is a fizzy drink sold in Mangalore, Udupi and many other parts of Karnataka. Teams opined that expanding to other southern states should be considered by the company. Healthier alternatives, packaging in glass bottles, online marketing as done by its carbonated drinks competitors are to be incorporated by the company, the teams concluded.
The ardor of the participants and the organizers made the event a success. The next stage of the competition is the grand finale. The top five teams from the preliminary round will be assigned challenges that local businesses currently face. The teams are to come up with solutions after an extensive study of two months. The teams will then be judged by industry experts and the respective business owners.