iD FRESH FOOD: A COMPLIMENT TO HEALTHY HOMEMADE COOKING

By Rizwana, M.; Singh, Padmalini et al. | Journal of the International Academy for Case Studies, August 2017 | Go to article overview

iD FRESH FOOD: A COMPLIMENT TO HEALTHY HOMEMADE COOKING


Rizwana, M., Singh, Padmalini, Pallavi, B., Journal of the International Academy for Case Studies


CASE DESCRIPTION

INSTRUCTORS' NOTE

The case discusses the unique ideas and various marketing strategies adopted by the first mover iD Fresh Food on its journey to gain huge customer base in the Indian market. The case study examines the thought-provoking factors that have contributed to the victory of iD Fresh in gaining a remarkable success. The underlying issue of the case is to examine how far the close-knit management style is going to sustain its market leadership position in future. The case is aimed at students studying MBA and other related business management courses such as Entrepreneurship Development, Strategic Management, Brand Management, Marketing Communication and Marketing Management curriculum.

CASE SYNOPSIS

Indian households are increasingly moving from cooking fresh meals at home to buying ready to cook packaged food. From sourcing the right ingredients like rice, split black gram and fenugreek seeds to make a perfect batter for fluffy idly and crispy dosa is a matter of the past now. In the wake of such a situation, an IIM alumnus PC. Musthafa's idea was positioned well to tap into the $50 billion market. The idea was ready-to-cook idli dosa batter, which is a healthier option without artificial flavors and preservatives in comparison to ready to eat food. 'Idli' is a rice and lentil savoury cake traditionally served for breakfast in Indian households, which is made by steaming the batter and 'dosa' can be made with the same batter in the form of a pancake. Started barely a decade ago by a close knit family of five cousins with one-product and a meager initial investment the one-city company, iD Fresh Food (India) Private Limited attained a market leadership position in its home market (Bengaluru) with current annual turnover of over Rs.1500 million. Today, iD fresh foods have expanded its presence to other cities such as Chennai, Hyderabad, Mumbai, Pune, Mysore and Mangalore and in UAE, with each city having its own local factory. The present case study has been developed with an intention to analyse how iD fresh food has built a brand out of an unbranded commodity.

Keywords: iD Fresh, P.C. Mustafa, Marketing strategies, Branding, Entrepreneurship, Strategic Management, Marketing Communication, Ready-To-Cook (RTC), Ready-To-Eat (RTE).

METHODOLOGY

1. Students should be briefed on the theoretical concepts such as marketing mix, critical success factors and key performance indicators, first mover advantage, strategic planning model etc to apply the concepts to solve the case.

2. The facilitator can conduct a brainstorming session to identify the constructive strategies adopted by the company to make its mark in RTC category.

3. The instructor should motivate the students to prepare a gist of milestones achieved by the company since its inception.

4. The students can also be encouraged to draw a product life cycle based on the given case facts.

5. The facilitators can also support students to analyse and prepare a SWOT for iD Fresh.

6. The instructor can simulate a role-play to indulge the students in resolving the future sustainability of the company.

7. Students should be encouraged to prepare a business plan for Ready-To-Cook (RTC) product category based on their own assumptions.

TEACHING OBJECTIVES

The case study analysis gives insight on converting a viable business idea into a business enterprise and it facilitates the students to come out with a comprehensive action plan for establishing a brand identity for a generic product. From the case, the participants can demonstrate the importance of selecting the right marketing mix to pave the way for successfully launching a traditional Ready-to-Cook Indian breakfast.

The case expounds the importance of being a first mover and illustrates how the first movers can make use of their potential to leave a long-lasting impression in the market. …

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