Group 2 ID Fresh Food Pvt Ltd.

INTEGRATED PROJECT REPORT

(Presented to Dr. Ray Titus)

SUBMITTED BY :
Group 2 | Sec A | MBA July 2021 Batch
 Caris Antony Mampilly
 Prashant Pal
 Heena Rajesh Kariya
 Tavva Padmarishitha
1|Page
 Group 2 ID Fresh Food Pvt Ltd.

ID Fresh Food.

ID Fresh foods is a food products company based in Bangalore, India. The company manufactures a
range of fresh foods including Idly/Dosa Batter, Parotas, chapatis, curd, and paneer. ID Fresh Food, a
private limited company, was founded in 2005 by P.C Mustafa and his four cousins - Abdul Nazer,
Shamsudeen TK, Jafar TK, Ashwin and Noushad TA.

The company was established with the capital of ₹50,000 by Mustafa. Mustafa holds 50 percent share
in the company, and his four cousins hold the rest. The company has supplied ten packets of one-
kilogram batter to 20 stores in Bengaluru under the brand name ‘ID’(Idly, Dosa) – operating from a
550 square feet space with two grinders, a mixer, and a sealing machine.

The company made a profit from day one. Soon, Mustafa invested INR 6 lakh more to add more
machines. At the same time, They also moved to a bigger space of 800 sq ft.

As the demand for their product increased, Mustafa invested another Rs 40 lakh in 2008 and bought a
2,500 square feet shed in the Hoskote Industrial Area at Bangalore. In 2009, he sold his property in
Kerala that he had purchased while working in Dubai and pumped in an additional Rs 30 lakh into the
business.

In two years, the company was making 2000 Kg of batter daily. And also, the number of stores
partnered with them was increased to 300.

In 2014, ID Fresh foods raised Rs 35 crore in the first round of funding from Helion Venture Partners.
In 2016, ID Fresh foods manufacture around 50,000 kg of batter daily from their units across the
country and one in Dubai, which converts into a million idlis.

2|Page
Group 2 ID Fresh Food Pvt Ltd.

TABLE OF CONTENTS
1. ID’s Product
2. ID’s Place
3. ID’s Price
4. ID’s Promotion
5. Segment Qualification
6. PoPs & PoDs
7. Perceptual Mapping
8. Assessment on Product
9. Communication Strategy
10. Distribution Model
11. Research Conclusion (Idly/Dosa Batter)
12. Reference

3|Page
Group 2 ID Fresh Food Pvt Ltd.

ID’s Product
ID Fresh Foods is making the range of products like Idli/Dosa Batter, Ragi Idli/Dosa
Batter, Rice Rava Idli/Batter, Vada Batter, Malabar Parota, Whole Wheat & Oats Dosa,
Natural Paneer & Curd.

Product Chosen for Research and Why chosen that Product?

 The Product chosen for Research is ID fresh Idli/Dosa Batter.
 The reason why we chosen this Idli and Dosa Batter is
o Idli and Dosa Batter is the first and largest manufactured Product for the
company ID Fresh Food among its other Products
o The Data shows that 46%-52% of its revenue is from the ID Fresh
Idli/Dosa Batter.

4|Page
Group 2 ID Fresh Food Pvt Ltd.

ID’s Place

As of September 2021 data of ID fresh, the company is selling its product Idli/Dosa
batter at below given places.
 Bengaluru (Main Focus Sector)
 Mysore
 Chennai (Main Focus Sector)
 Mumbai
 Pune
 Coimbatore (Main Focus Sector)
 Madurai
 Kolhapur
 Hyderabad (Main Focus Sector)
 Nashik
 Delhi
 Kolkata

The company has recently started selling its products Idli and Dosa batter in Kochi also.

5|Page
Group 2 ID Fresh Food Pvt Ltd.

ID’s Price
As our product is Idli/Dosa batter, we had a research on the price of the batter in India
sold in different part. The list which contains the price for the respective location or
place is mentioned below.

 Bengaluru - 75 Rs/kg
 Mysore - 75 Rs/kg
 Chennai - 75 Rs/kg
 Mumbai - 80 Rs/kg
 Pune - 80 Rs/kg
 Coimbatore - 75 Rs/kg
 Madurai - 75 Rs/kg
 Kolhapur - 80 Rs/kg
 Hyderabad - 75 Rs/kg
 Nashik - 80 Rs/kg
 Delhi - 100 Rs/kg
 Kolkata - 75 Rs/kg

6|Page
Group 2 ID Fresh Food Pvt Ltd.

ID’s Promotion

The company ID Fresh is more focused on new age technology based promotion
These promotions are
 General advertisement
 Digital Promotion
 Digital Marketing
 Sales Promotion

How they are performing on each of these promotions are given below.

 General advertisement:
The Company ID Fresh biggest advertisement has of now is the “iD's Salute to
Superhero Moms”. This advertisement has almost made the entire people of the
India to understand the entire set of products that are sold by the ID Fresh Food.
As per the statistics, this advertisement has been viewed by 8701588 views as of
now.
Link: https://youtu.be/8sDncIuMXXQ

 Digital Promotion:
The company has a good and innovative technology platform in the social media

7|Page
Group 2 ID Fresh Food Pvt Ltd.

and website in order to excel in the Digital Promotion. The Promotions are
focused on the color, tagline and the way of presentation of the product.

Below given is the one of the Digital Promotion shown in their Instagram.

 Digital Marketing:
The company focus on word of mouth has one of the main marketing strategy and
also reveals that the company focus on the review of the products.

 Sales Promotion:
The company do the sales promotion in order to make the customers in a position

8|Page
Group 2 ID Fresh Food Pvt Ltd.

where they need to take the immediate action in buying the product. Some of the
sales promotion of the company Idli Fresh on our product batter is that.

9|Page
Group 2 ID Fresh Food Pvt Ltd.

Segment Qualification

Segmentation is a process that helps marketers narrow their focus on the most promising
groups within that universe. Here the Segmentation for the Product Idli/ Dosa batter is
considered based on some factors of qualification. The below given is the results of the
segmentation of the batter.

Here the segmentation is completed on the factors of Geographical, Demographic,

Psychographic and Behavioral Segmentation.

10 | P a g e
 Group 2 ID Fresh Food Pvt Ltd.

PoPs & PoDs

Point of difference (PODs) are attributes or benefits that consumers strongly associate
with a brand, positively evaluate and believe they could not find to the same extent with
a competitive brand

Point of Parity (POPs) on the other hand are attribute or benefits associations that are
necessarily unique to the brand but may in fact be shared with other brands.

The POPs and PODs for the product Idli/Dosa Batter for the ID Fresh are.

POINTS OF PARITY

PoP Types PoPs

Category 1. Taste
2. Freshness
3. Hygiene

Correlational 1. Affordable Price

Competitive 1. More Quantity in less price

POINTS OF DIFFERENCE

1. Certified Organic Batter with no chemicals

2. Resealable Packaging
3. Use of RO purified Water

POD Characteristics Market Validation

Desirable Value Drivers -

1. Purely Organic
11 | P a g e
Group 2 ID Fresh Food Pvt Ltd.

2. No Soda and No preservative used

3. Ready to Cook (Liquid Batter)

Deliverable Internal Competencies -

1. New technology based Manufacturing Plants

2. Resealable Packaging (As a storage vessel)

Differentiable Competitor Comparisons -

1. Affordable Price (Our price is 75 and Others are

sell for Rs 80-84).
2. We sell in liquid batter while competitors sell in
powder batter.

12 | P a g e
Group 2 ID Fresh Food Pvt Ltd.

Perceptual Mapping

13 | P a g e
 Group 2 ID Fresh Food Pvt Ltd.

Assessment on Product

We assessed the product Idli/Dosa Batter on the bases of the research of our CVA and
NPS. From the Customer Value Analysis, we were able to come to an inference on the
product batter. Also Net Promoter Score also gave a primary assessment on the
customer’s preference to buy the product. Apart from this we did a Digital platform
based customer review (CRA) to make the assessment of the product.

1. Assessment Based on the CVA data.

From this table we understood that as compared to top 4 brands, MTR is scoring more
CVA value than our company ID Fresh product Idli/Dosa batter. But looking on to each
attribute we can conclude that MTR is having more values in each attribute.

2. Assessment based on the Net Promoter Score (NPS)

Out of 42 Reponses, we got the following data to calculate the NPS.

Rating with 9 or 10 =15

Rating with 7 or 8 = 21
Rating with 6 and below = 6

We calculated the NPS Score for each, the below given is the score

1. NPS (Promoters) = 36%

2. NPS (Passive) = 50%
3. NPS (Detractors)=14%
14 | P a g e
Group 2 ID Fresh Food Pvt Ltd.

From the NPS score, we understood that 50% customers are neutral or having neutral
feelings about our product Idli/Dosa Batter. Some factors like good packaging
especially seal proof reusable packing etc. makes the customers to purchase ID fresh
product.

3. Assessment Based on Customer Review Analysis

From the reviews, we understood that 63% customers like the Idli/Dosa Batter
products of ID Fresh. This proves that our analysis on the NPS is same as the digital
platform based customer review analysis.

Customer Review of the Product.

15 | P a g e
 Group 2 ID Fresh Food Pvt Ltd.

Communication Strategy

 Mainly: Advertising on you-tube

 Campaign: Few marketing campaigns which have garnered great responses like
the Trust shop, Mother’s Day, Independence Day campaign etc.

Different types of Communication Strategies that ID executed.

Launched another campaign called “Meet your neighbor” which attempts in bringing
world closer, starting with neighbors. ID would be catalyst in bridging the gap between
neighbors and creating new friendship.

ID used a 360-degree branding and marketing approach through various

communication like Above the line advertising (ATL), Below the line advertising (BTL),
digital marketing, social media marketing and building public relation.

Above the line advertising (ATL) - Attractive digital screen display at airport and metro
stations, television advertising especially in regional channels, newspaper
advertisement, radio advertisement.

Below the line advertising (BTL) – Promotion, ID used displays and hoarding at the
point of sale in retail store and YouTube viral. ID took special care for creating public
relation by attending press interviews, TV release, trade shows, conferences, talk
shows etc.

“Mustafa strongly believed that if the product was packaged right, and the
customers were serviced properly, half the marketing was done.”

16 | P a g e
Group 2 ID Fresh Food Pvt Ltd.

Distribution Model

The three main categories of sales distribution models are:

 Intensive Distribution
Intensive distribution refers to distribution involving a lot of intermediaries. One
example is printer paper.
 Selective Distribution
Selective distribution refers to having just a few intermediaries. One example is
office furniture.
 Exclusive Distribution
Exclusive distribution means that just a very few intermediaries (or even one)
will carry the products.

Here the ID Fresh is focused on implementing the Intensive Distribution Model. From
Production center (ID call it as “Kitchen”) to Shops, in between that ID has many
intermediaries who are dual distribution or selling through intermediaries.

17 | P a g e
Group 2 ID Fresh Food Pvt Ltd.

Research Conclusion

 ID Fresh is the most popular product in Bangalore as their HQ is in Bangalore.

 Research clearly states that the customers are regularly using its Idli/Dosa batter
product has same factors of the product are unique from their competitors.
 Comparing to the price of competitors, we can understand that this is Budget
oriented middle class targeted product.
 ID is building its profit share and revenue but on the same time the quality of the
product is not compromised.
 ID’s demand is more on the southern part of India as the regular customer use
these batter for breakfast, also in these sectors ID is using the Intensive
Distribution Model to enhance the easy flow of the product in the market.
 ID branding and communication strategy is more unique and their way of
branding in the Digital media is capturing the mindset of the customer especially
those customers who are using other batter.

18 | P a g e
Group 2 ID Fresh Food Pvt Ltd.

Reference

 https://www.idfreshfood.com/
 https://youtu.be/UldH2d8wxIg
 https://en.wikipedia.org/wiki/ID_Fresh_Food
 https://in.linkedin.com/company/id-fresh-food-india-pvt-ltd-

Cover page and report designed by Caris Antony Mampilly

19 | P a g e