Competitor Analysis
Transcript: Likelihood of Purchase of Safe Harvest product Safe Harvest provides 0% pesticides, 100% affordable , directly fresh from farmers across India All Safe Harvest farmers are accredited by Non pesticide Management Initiative(NPM) through its zero label Safe Harvest uses preventive and natural methods to control pests. No pesticide, herbicides or fungicides are used in cultivation, storage, transportation and packaging Positioning of Safe harvest products Post liberalization of economy, the nation has witnessed a change in the consumption pattern of food and other essential commodities The tides of change has been observed in the consumer behaviour in India, riding on the back of higher disposable income, changing lifestyle, urbanisation of semi-urban and rural communities, shifting demography, increasing consumer awareness, and growing Internet penetration. Target segment Introduction In segmentation the population is divided into clusters based on income level Segmenting the population narrows down the segment which we would focus upon to promote our product. Segmenting is done based on variables that are directly correlated to purchasing the product. Consumers are channelizing their lifestyles with key emphasis on their dietary pattern . At present the domestic market for organic products are estimated at 1,200 tonnes and there are around 2-3 million potential customers for organic agricultural produce which is being produced. On the lopsided view, organic products are priced high, thus making them unaffordable. The target group is selected from the segment, basically target group is the subset of Segment. In our case the target group is The youth crowd Working population Health conscious people House wives Competitor Analysis Non Pesticide Management is a new concept and a niche in its own , even though we have tons of organic players but everyone comes with a higher price tag. Point Of parity(POP): Safe harvest operates in the retail food business along with competitors targeting the consumers with health & quality awareness. By benchmarking its price against their competitors Point of Difference(POD): Safe harvest U.S.P is Non pesticide Management, which ensures no pesticides, fungicides or weedicides all at an affordable rate Segmentation The variables considered for segmenting the customers are Income level Awareness Income level: The income level gives the customer the leverage to make a choice on the product to consume as it is directly interlinked to quality of life. Awareness: Awareness is related to following co-factors Education level Brand recall factor These factors are primarily considered as they play a large role in customers perception of our product
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