Reitzel Business Strategy

2.1. Management Objective:

The project dealt with ‘Identifying and tapping the Modern Trade channel opportunities in Hyderabad’ for Hugo Reitzel, India.

2.2. Research Objective:

The study focusses on the following objectives:

• To identify the target segments for the products being offered by Reitzel and listing down the various retail stores that should be targeted to build the brand

• To understand the important considerations for a purchase manager of a retail store while stocking an SKU

• To identify the triggers and barriers in the purchase decision process adopted by the end users while purchase of any European cuisine condiments

• To analyze the consumer preferences, consumption habits, brand awareness and an individual’s exposure to

Identifying the target group of consumers- Given the fact that European cuisine products are not used by everyone, identifying the target segment and their preferences was one of the major task. This was basically done with the guidance of the local guide in the city. Identifying people who would opt for premium products offered by Reitzel involved SEC classification. Target of Sec A1 and A2 was necessary because the knowledge and purchasing power of these consumers is high.

3. Identification of target retail stores and restaurants- This was essential to reach the targeted consumers in an effective way. This step started by listing down various A and A+ category outlets in the city. Help from the distributor was very helpful in identifying the stores which offered products similar to Reitzel’s offerings. Stores with foot fall greater than 500 were usually preferred. Also, selecting stores located in posh areas was the key, as majority of the footfall here is the SEC A1 and A2 category consumers.

Restaurants and pizza outlets which served Continental cuisine were identified. Out of the available list, only restaurants with footfall of more than 500 people/week were selected for further approaching

The final consumers were contacted through internet/ emal/personal interview. The sample size, estimated to be around 100 would be a representation of the consumers who frequently visit retail stores of A and A+ category. This survey will provide Reitzel the right impetus to offer the correct products in the select markets so as to tap the retail segment.

The data collection from the survey and its analysis was the most crucial part of the project. It is necessary to validate the responses obtained from the exploratory stage. Also, since the success of the survey depends on the quality of data obtained from the respondents, data gathering was done with atmost care. A direct approach was followed to collect data from 97 respondents with a 1:1 ratio of male and female. Respondent Profile

The focus was mainly on the 20-30 age group people. This is because, most of the times it is from these age group people that the demand for eating European cuisine food arises. Also, a 1:1 ratio between men and women was maintained to ensure unbiasedness of the information. Figure 4. Respondents classification based on