FORMULATION OF B2B MARKET ENTRY STRATEGIES FOR TOMATO BASED PRODUCTS PROCESSED AT FARMERS OWNED PROCESSING UNIT
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Date
2021-10-04
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ACHARYA N G RANGA AGRICULTURAL UNIVERSITY
Abstract
The present study “Formulation of B2B market entry strategies for tomato based products processed at farmers owned processing unit” was mainly aimed to identify business opportunities, competition analysis and formulate B2B entry strategies for identified tomato based products in B2B segment. For the present study, purposive sampling technique was adopted. From the data obtained, one major HoReCa group was contacted personally for obtaining the necessary information from chefs. Snowball technique was used to collect sample chefs. Chefs working in HoReCa segment, institutional buyer segment and white labeling segment were interviewed by pretested online schedule using Google forms, telephonic and personal interview. Total sample size of the study was 40 (25, 10 and 5 respectively). Percentage analysis, cross tabulation, Segment- Product Opportunity Index, Garette ranking method and simple ranking method were used to analyze the data.
About 52 percent of the sample chefs worked as executive chef. 32 per cent of the chefs were under the category of family dining restaurant. Cent per cent used tomato paste and tomato sauce. Tomato ketchup and tomato puree used 92 and 88 per cent respectively in HoReCa segment. The products like whole peeled tomato, specialty sauce, tomato paste and tomato puree used only for culinary purpose and tomato sauce and tomato ketchup used in both purposes i.e. culinary purpose and table purpose. Whole peeled tomato purchased from outside, the products like tomato paste and tomato juice
totally prepared in-house only. Whereas tomato ketchup and tomato sauce used from both sources.
In HoReCa segment the potential products were tomato sauce, tomato ketchup and tomato paste. The product tomato puree had near potential opportunity. In institutional buyer segment tomato sauce and tomato ketchup had potential opportunities. Tomato paste and tomato puree had latent opportunities. In white labeling segment tomato sauce, tomato ketchup and tomato paste had potential opportunities.
For tomato paste majority of the respondent chefs used more than 75 kg per month (68 per cent), whereas for tomato ketchup the total usage was 5075 kg per month (60.9 per cent). For tomato sauce the respondent chefs used around 75 kg per month in HoReCa segment. Majority of sample respondents procured tomato ketchup and tomato sauce. For tomato ketchup and tomato sauce majority of the sample respondents procured 25-50 kg per month in institutional buyer segment. Majority of sample respondents procured 25-50 kg of tomato paste and tomato sauce per month in both products. In case of tomato ketchup most of the sample respondents procured around 50 kg per month in white labeling segment.
Del monte, Dabur and Kissan brands used majorly for the products like tomato ketchup, tomato puree and tomato sauce respectively in HoReCa segment. The majority of institutional buyer segment preferred Tops brand for the products like tomato ketchup and tomato sauce. Most of the sample respondents preferred Aditi brand for tomato based products like tomato paste, tomato ketchup and tomato sauce.
The major reasons for purchasing of tomato based products from market were time saving and ease of availability in HoReCa segment. Better quality than the existing manufacturer was considered as the most important attribute for shifting to other brand in all segments. Consistency in quality was the most important factor considered by the sample respondents for selecting supplier in institutional and white labeling segments.
In HoReCa segment the respondent chefs chosen for tomato ketchup 10-15 gms sachets followed by 500-1000 gms packet size, for tomato puree the preferred packet size 200-500 gms and 500-1000 gms packet size preferred for tomato sauce. In institutional buyer segment for tomato sauce 500-1000 gms packet size was preferred, whereas 200-500 gms was preferred for tomato ketchup. In white labeling segment the major respondents for tomato paste 500-1000 gms packet was preferred, for the products like tomato ketchup and tomato sauce 200-500 gms packet size was preferred.
In HoReCa segment the packing materials used for tomato ketchup was bottles and sachets. Tetra pack used as packing material for tomato puree. Bottle used for tomato sauce. In both, institutional buyer and white labeling segment most of the sample respondents preferred bottles for the products like
tomato paste and tomato sauce, for tomato ketchup the preferred packing material used as plastic containers and bottles.
It was suggested that by comparing all the segments, the products like tomato ketchup and tomato sauce were the best opportunity for processing, as these products being procured by all three segments. To focus only one segment, the best choice for processing of tomato based products was HoReCa segment as it seems to be promising segment because of change in consumer life style, income spending patterns and rapid urbanization.
Description
FORMULATION OF B2B MARKET ENTRY STRATEGIES FOR TOMATO BASED PRODUCTS PROCESSED AT FARMERS OWNED PROCESSING UNIT