1.

Introduction
In Modern society, fast moving life have created many challenges in personal life
especially where the Couple are working professionals. One of the challenges is
managing daily household chores. Things like cleaning and washing can be managed
by hiring Maid/Helper. But if one need a fresh hot food, then it has either been cooked in
kitchen or order from online stores. There is always a need felt of Automated Process
which can make Roti. Other Ready to Cook Items are already available in the market in
with they just needed to be put in the boiling water, and they get prepared. Frozen Rotis
are also available in the market but they are unhealthy as they may contain
preservatives.

Roti is like a soul for the most of the people in India and it’s ingredient ,process of
making and even fuel determines its quality. A market sensitive as this needs a high
precision and proper research work to tap. For Indians, availability of food can be
slightly tweaked but taste and quality can’t be compromised. In this market, Rotimatic
can be game changer.

Rotimatic, an automatic chapati maker is a product from Zimplistic Pte. Ltd. a Singapore
based company.

2. Basic Features
Automatic Roti Maker can make Hot Rotis without making any efforts. All we need to do
is just put flour, water and oil and the hot Rotis will just come like as the printed pages
comes out of printer.

The few Basic features are as follows: -

1. It supports 100 + flour brands, including Bajra, maize and rice flours of
different grain size.

2. No more sweating while kneading, cooking the roti near hot stove.

3. It can make Roti, Puri, Pizza Base, Tortilla

4. It can set the diameter, thickness and the roast level.

5. AI & IoT with unlimited software updates for lifetime

 6. 24 x 7 customer support & remote troubleshooting.

3. Target Customer
According to the Data available from the Periodic Labour Force Survey (PLFS)
conducted by the Ministry of Labour and Employment, India. In July-September 2022,
there were approximately 35.2 million employed unmarried men and 11.8 million
employed unmarried women in India who belong to the upper income group.

It is Estimated that Working couples who are in nuclear family and in upper
middle to higher Income group can be our Primary potential buyers. Where as the
secondary buyer can be the group of students, working bachelors who are living away
from home.This segment can be described demographically by age (16–30) and
education/employment status.

4. Strengths,Weaknesses, Opportunities and Threats

Analysis
Strength:

Innovative product: It is a new product in the market. A boon for those people who
don't want to stand in front of stove and kneading the flour.

New Market with Large customer Base: This product is a long sought product in
Indian market as there have been several products till now but none of them able to
penetrate market. Product with significant improvement to existing products will make it
popular.

Premium Price: Indians are prejudiced that the high priced products are good. This is
the main reason of Apple products sale.

Weakness:

As it is a new technology, lack of awareness is there for the people. An aggressive

promotion may get done away this weakness.

High Price: Product has very high price to competitor products so if there are significant
visible improvement to existing one then this product may not sell at all.

Opportunities:

Rise of working employee in Nuclear families and the changing lifestyle may facilitate
the demand of this product.
Futuristic Demand: There is a vacuum in this field of consumer demand so proper
catering along with marketing can make it household product like Maggie.

Threat:

As the product from singapore based company, the import duties can increase the
prices. This machines used many sensors and motors, setting up assembly plant and
importing those components may proves to be costly

Rivals: Its rivals are housemaid and house-makers as they have human touch and
Indians don’t have good repo about automatic roti makers. Their tag line “ A robot with
human touch” need to be felt by users.

5. Price Point
Market doesn’t has high demand of this product at this point but there is very high
demand hidden that can be tapped. Customers need to be attracted to this product and
then economy of scale will result in windfall gains. So pricing strategy should be mid-
segmented with premium sense but not too high. Indian markets are highly price
sensitive even 100 bucks rise in price at improper time may result in huge drop in sales.

So Penetrative Pricing to be followed to enter into vast swathe of middle to middle-high

income group.

6. Distribution
It will be distributed through network of retailers

1. Online retailers : Promotional events to be organized to showcase product on

front page. At present online retailers are flooded with nearly billion products so
reach of customers to be checked and tracked.

2. Kitchen Appliances shops: This has to be a flagship product for kitchen

appliance stores.
 3. Super Markets: Main ingredient of Roti is the flour, so every person buying flour
should be tempted to buy this product. This product must be placed right next to
flour section with promotional offer of free flour.

7. Segmentation, Targeting and Positioning:

Segmentation, targeting, and positioning (STP) are crucial elements of marketing
strategy that help a business to identify and reach their target market effectively. In case
of this product,

Segmentation:

Demographic Segmentation: Market for the product can be categorized

on demographic factors such as age, income, and occupation. For
example, busy professionals, working mothers, or individuals who may not
have the time to make rotis manually could be a segment.

Psychographic Segmentation: Lifestyle and preferences may be

considered for psychographic segmentation. Some people may value
convenience and time-saving features, while others may prioritize
traditional cooking methods.

Behavioral Segmentation: Behavior patterns of customers can be

analyzed. For instance, customers who are health-conscious and prefer
homemade rotis over store-bought ones can be targeted.

Targeting:

Working Professionals: Individuals with busy schedules who may not

have time to prepare rotis manually can be our target customers.

Health-Conscious Consumers: This product may attract consumers who

are health conscious. Therefore, emphasizing the health benefits of
homemade rotis, highlighting the control over ingredients and the option
for using whole grains can work.

Tech-Savvy Individuals: Product may appeal to those who appreciate

the convenience of modern kitchen appliances.

Positioning:
 Convenience and Time-Saving: Rotimatic can be positioned as a time-
saving appliance that allows users to enjoy freshly made rotis without the
hassle of manual preparation.

Healthy Cooking: Health benefits of using the machine can be

highlighted, such as the ability to control ingredients and make healthier
choices.

User-Friendly Technology: Rotimatic can also be positioned as easy to

use, even for those who may not be experienced in traditional roti making.

8. Designing and managing integrated marketing channels for

‘Rotimatic’:

Channel Design:

Direct Sales:

➔ Selling directly through website or a dedicated online

platform.
➔ Offering secure online transactions and a user-friendly
interface.

Retail Partnerships:

➔ Partnering with kitchen appliance retailers to make

availability of the product in physical stores.
➔ Providing in-store displays and demonstrations to educate
customers about the product.

E-commerce Platforms:

➔ Listing ‘Rotimatic’ on popular e-commerce platforms to reach

a broader audience.
➔ Leveraging the platform's advertising and promotion options.

Channel Management:

Inventory Control:
 ➔ Implementation of inventory management systems can be
done to ensure products are available when and where
needed.
➔ Data analytics can be used to predict demand and avoid
stockouts.

Logistics and Distribution:

➔ Efficient logistics and distribution channels should be

established to ensure timely delivery.
➔ Partnerships with reliable courier services can be considered
to handle shipping.

Customer Support:

➔ Excellent customer support to be provided through multiple

channels, including online chat, email, and a helpline.
➔ Customer queries to be addressed promptly and effectively.

Legal and Regulatory Compliance:

➔ Compliance with all relevant laws and regulations to be

ensured, especially when selling online or internationally.
➔ Warranty information and return policies to be clearly
communicated.

9. Designing and managing Integrated Marketing

Communications (IMC):

Consistent Branding:

➔ As the product has not received mass coverage, consistent

branding across all channels is required to build a strong
brand image.
➔ Same logo, colors, and messaging to be used so that target
customers may get acquaintance of the brand name/image
quickly.

Digital and/or Traditional Marketing:

 ➔ Digital marketing strategies, including social media
advertising, search engine optimization (SEO), and online
content marketing can be utilized.
➔ Traditional Marketing can also be explored.

10. Selecting the marketing communication mix:

Advertisement:

➔ Engaging content showcasing the benefits of the automatic roti

maker to be created.
➔ Traditional advertising methods such as television and radio
commercials, can be considered especially for target audiences
that are likely to be reached through these channels.

Public Relations:

➔ PR activities to generate positive media coverage to be planned.

➔ Influencers and bloggers to be leveraged to review and promote
your product.

Sales Promotion:

➔ Offer promotions or discounts can be provided to customers to

encourage sales.

➔ Supermarkets to showcase product making roti and ask people to

taste as we are obliged more to self sensory organs in the case of
food.

➔ Loyalty programs/cash reward can be implemented to reward

referral customers.

Comparison with Competitor

 Features Rotimatic Wonderchef -
/Specification / Cost ROTIMAGIC
Comparison with key
competitor

Operation mode Fully automatic Fully automatic

Preparation time for 1 90 sec 120 sec

roti

Capacity 10 rotis at a time 15 rotis at a time

Warranty 1 year 2 year

Power Input 1000 W 1200W

Weight 20 Kg 13.4 Kg

Dimension 40D x 40W x 33H CM 40D x 37W x 35H CM

Connectivity Connected to the cloud Not connected

for software updates
and remote
troubleshooting

Cost ₹59,990 ₹69,999

Rotimatic

Pros:

 Shorter preparation time for 1 roti

 Connected to the cloud for software updates and remote
troubleshooting

Cons

 Smaller capacity
 Shorter warranty

Wonderchef - ROTIMAGIC

Pros:

 Larger capacity
 Longer warranty

Cons:

 Longer preparation time for 1 roti

 Not connected to the cloud

Based on the comparison table, Wonderchef - ROTIMAGIC is better than

Rotimatic in terms of capacity, warranty, power input, weight, and cost.
However, Rotimatic is better in terms of preparation time for 1 roti and
dimension. Connectivity is a matter of preference, as some users may
prefer the cloud connectivity feature of Rotimatic, while others may not
need it.
Overall, Wonderchef - ROTIMAGIC is a better value for the price, as it
offers more features and benefits for a lower price. However, if you are
looking for a machine with a faster preparation time or a smaller footprint,
Rotimatic may be a better option for you.

Rotimatic need to work around its USP of personal touch and advanced
features to its advantage and work around it.

Conclusion:

Success of this product is highly dependent on proper feedback and consumer survey.
Group interview and Questioner to be conducted. Questioner must be done as or topic
of interview should evolve around this:-

1. How was the product ? Please describe.

2. Product was easy to handle and operate?
3. You want any further improvement?
4. Did you feel home touch in Roti? If not then what is lacking
and how it can be improved.