Increasing the sales of VEEBA foods in B2C segment in India

Abstract

The condiments supplier Veeba Food Services Pvt. Ltd that started in 2013 is in the specialty food ingredients sector which is still an under-developed sector in our country. Veeba is present in both B2B and B2C segments. As of 2020, B2B contributes to over 60% of its revenue and its major customers includes Domino’s Pizza, Burger King, Pizza Hut, KFC etc. Whereas it still struggles to make its presence felt across India in B2C. We have done a marketing research to find the possible solutions to increase the sales of Veeba Foods Services in B2C arena. We used several sources to gather information related to the brand like literature review, secondary research etc. Based on our qualitative research (secondary research) we came across several factors which can affect the sales of a product like advertisement, shelf space, brand personality, variants in the product. We developed few hypotheses and created survey and experiment questionnaire focused on these variables. The survey was done among the target customer to find their view about the brand. Findings:- • Promotional campaigns and engagement activities have a positive relationship with brand awareness. • Consumers’ self-congruity with the brand’s personality has a positive relationship with the purchase intention. • Availability of the products in various distribution outlets increase the brand awareness. Recommendations:- • To increase the Promotional campaigns and video advertisements on TV, Supermarkets, Social Media channels to educate the customers about their product line. • The company should try to bring out new Indian flavors in the market with region specific flavors. • Focus mainly on two customer segments: first segment who likes variety i.e. who prefer trying various Indian and international flavors and the second segment of health conscious consumers. • Bring some incentive-based programs for store retailers to promote their products to customers.