Pillsbury presses flour vitality in india

Company Overview

Pillsbury, one of the world's major companies of grain and other foodstuffs was founded in 1872 by Charles Alfred Pillsbury and his uncle John Sargent Pillsbury. In 2001, Standard Mill Inc. became one of the most significant food companies in the world after buying Pillsbury for $10. 4 billion.

In mid 1990's Pillsbury made a decision to increase its business into the potentially market of India. India was utilizing about 69 million tons of wheat a year, second and then China. ( The U. S was utilizing roughly 26 million loads). Large numbers of India's wheat eventually ends up as roti, a set bread ready on griddle that unites almost every meals. Moreover, the majority of Indian housewives buy fresh wheat in large, then clean it yourself and store it in huge material hampers and weekly take some to a community mill, or chakki, where it is surface between two stones. To help these housewives, the company entered in to the Indian market as Godrej-Pillsbury, which was create as jv in 1996 with a 50-50 collateral ownership of both parties. The jv distributed foods including flour, canned corn and juice. Godrej-Pillsbury launched with flour which enjoyed a substantial role for Pillsbury to lay down its root base in the Indian market. Pillsbury has popular distribution channels throughout the worldwide and markets high-value products whereas Godrej is local food large as well as professional and distributor of foods.

Marketing Strategy

There is a high degree of doubt regarding the common in India because of politics instability which requires for the primary reason among many countries. In addition, transport damaging conditions, resources and commercial infrastructures take into account other reasons of doubt. These conditions in India's business infrastructure demonstrate a severely harsh environment where the company is obligated to work from scratch if it decides to focus on its own. Due to these factors, Pillsbury placed Godrej Food Small as its spouse. Godrej Food Small is a division from India's leading conglomerate, Godrej Group, with modern production facilities and a countrywide circulation network of 800 marketers and 24 consignment brokers. It is also popular for offering diverse product packaging solutions for various types of products. Given the wretched circumstances of India's basic socioeconomic systems Pillsbury experienced to spend in billions to begin its business. Partnering with a solid, traditional firm will certainly reduce its risks and invite Pillsbury to help make the best out of the syndication and packaging-wise know-how of its Indian counterparts.

Also the company's strategy was more transnational that appeared as the business attempts to combine the advantages of global range efficiencies with the benefits of local responsiveness. Furthermore, Pillsbury was growing speedy in its extension into the Indian market, the company gained first mover advantages.

Customization and Standardization of the Four P's

Pillsbury noticed that in this traditions bound Indian market they need to push the fundamentals first. Even though the ultimate goal of Pillsbury for focusing on Indian market is to sell lucrative product, Pillsbury had to launch Chakki fresh atta, pounded wheat flour, which is more basic product. Consequently its goal is to determine its flour business and then create new products to carry its customers up to more profitable products. The main identity of Pillsbury's flour product is that it is differentially added to the softness factor. Chakki fresh atta keeps the softness up to 6 hours which is most significant aspect. In addition to that it provides better quality of packaging. Maintaining the same flavor after the purchase is the principal competence of Pillsbury's product. Furthermore, since 2004, Pillsbury started out offering healthier Atta than refined wheat flour. It offers the value of health insurance and well-being to the product by adopting the system of "wellness" and offering the 100% Whole Wheat advantage to the Indian consumer. Pillsbury product provides customized product by Launching products remember regional choices. It segmented the atta market to pit itself against the regional players. Basic Mills India has launched a new sub-brand under its Pillsbury brand.

Price is maintained at a little lower value than its main competition brand Atta, but higher than local Chakki Atta and local brand Price. Prices in Indian is customized combined with the standards of surviving in India. At first place Pillsbury wanted to offer high-value food which requires some gadgets such as micro oven and refrigerator. However, most Indians can't afford to buy such appliances, so Pillsbury had to abandon the strategy.

The primary method of promoting is the mascot, The Pillsbury's Doughboy. But this mascot was not same as it is at US market. It was custom-made to Indian culture. Doughboy greeted within an Indian way and possessed spoken six regional languages in the neighborhood commercial break in the action. Besides, Pillsbury used a free test of sunflower olive oil with every five-kilogram offer of flour as a promotion tool. Retail and point-of-sale space its presence is suprisingly low. To be able to prevent this, it has additionally been paying grocers to display a ranking cardboard Doughboy using its prisible spot in shops.

Mode of Entry

The Diageo PLC product of Pillsbury entered the Indian market by allowing itself to stick to an idea that was relatively unconventional with their usual specifications of entry. The corporation is familiar with selling high value products such a microwave pizzas, glaciers cream, and other frozen baked food products. However, the Indian market is not flowing with significant income compared to other areas of the world. In order to successfully enter the forex market, the company was required to count on the inexpensive and simple goods. Your choice was designed to go into the Indian market by retailing packaged flour. Through its joint venture titled, Godrej-Pillsbury Ltd, the business launched its flour in southern and european India in the past due 1990's. Selling pre-packaged flour means that Pillsbury will have to sell high volumes of the products due to relatively low price attached to it. However, the target is to first build the Pillsbury name within Indian households, and earn the trust from the Indian wives. Once the Indian wives trust that Pillsbury flour is reliable and convenient, then Pillsbury can think about launching more lucrative products in to the market. It has been noted by the business though, that goal may take a significant amount of time to attain. Pillsbury understood that joining the Indian market will be a challenge, but the growth probable in the Indian refined food market shouldn't be overlooked. Many international companies have recognized the growth potential and have came into in India's food-processing sector, including Pillsbury. Pillsbury understood that if it wanted to successfully enter the marketplace, it might be best to achieve this task through a jv. A reputable and experienced local agent has a good understanding of the market and also preserves good contact with Indian end users. The neighborhood agent in India also has good cable connections with government officers which helps the international company gain necessary licenses and clearances. What's also important is the fact that the neighborhood agent can help with promotional activities such as inserting advertising in local areas1. We've learned that Pillsbury reached many of these benefits by by using a joint venture with the well-established company, Godrej, in India. The business has had the opportunity to pay local grocers to display a position cutout of the Pillsbury Doughboy alongside it's product in visible regions of the stores. This is considered a significant advantage since many grocers have little space within their stores to allow for promotional exhibits. By entering the marketplace through a joint venture, Pillsbury can find ways of building its name easier, and ensure that their products are successful.

Dunning's Eclectic Theory: Ownership, Location and Internalization factors

With Dunning's eclectic theory, we will assess Pillsbury's ownership advantage, and location benefits. Since Pillsbury is exporting its goods to India using the form of jv it generally does not have any internationalization advantages. This will give us an approximate idea of how well Pillsbury will achieve in the India market and how it will defeat the difficulty of rivalling with local India brands. Pillsbury is a brandname well known around the globe and it is a head in developing services and food plans. Therefore, even though it's competing with local companies on the home turfs, Pillsbury is still able to offer fresh pre-packaged flour that can't be matched by its rivals. One of its location advantages is the fact since traditional flour has always been prepared from uncooked by Indian housewives, which is a very long and complicated process, Pillsbury would be one of the first ever to type in the India market to market pre-packaged dough. Since India is the world's second major consumer of whole wheat, how big is the Indian flour market and its need to provide fresh products makes undertaking this business activity in India more profitable than commencing it in the home location. By setting up procedures in India Pillsbury is able to overcome weaknesses searching for exporting flour such as transport time or obstacles to importing and exporting in a way that further strengthens Pillsbury's brand popularity on a global level. Even though Pillsbury would be the pioneer in retailing pre-packaged flour to India, scheduled to it being truly a multinational corporation is it able to deliver goods and services in places where others cannot. Which in turn making it able to meet customer needs with time and succeed in the starting of its product in the India market.


To be competitive in the Indian market, Pillsbury requires a clear strategy that will help the business to break into the market. It will need to thoroughly understand the local competition, which is the traditionally way flour are sold in the Indian market and what Indian housewives look for in their flour. Because Indian housewives are the direct users of this flour, one of the strategy would be to increase the connection between Pillsbury and Indian housewives, such as organizing baking classes where they can have an individual connection with the women and create the features of this product. Because of the diversity Pillsbury is providing into the market, it would first need to get the trust of its consumers. To help expand promote the flour, Pillsbury can pick to provide out free samples in food markets to widen the coverage of its product. Another factor to consider would be the neighborhood responsiveness of the Indian market. When Pillsbury first went in to the India market, they found that the work place and product legislation India acquired was inadequate. The factory surroundings and safety hazards didn't meet their requirements. Considering this, Pillsbury should build their own stock, not only would this help in meeting the requirements required to make its own products it would also donate to increasing production. Only by building a reference to the consumers and getting the right environment to manufacture its products will Pillsbury be successful in having its signature product into the India market.

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