Abstract

The caselet talks about the target marketing efforts of Ruchi Soya Industries (Ruchi), to promote its soya meal brand Nutrela to mothers of growing children. The caselet focuses on the market research study undertaken by the company prior to the development of a marketing communications to increase consumer awareness and change eating habits. It also describes the different marketing communications methods adopted by Ruchi. Finally, the caselet delves on Ruchi’s product line and the future product launches planned by the company.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Promoting soya products
• Selection of target audience in marketing communication planning
• Positioning analysis for a brand
• and Consumer research and target marketing.

Keywords

Ruchi Soya, Nutrela, Textured Soya Proteins (TSP), Nutrition, Ambience Publicis, Eating Habits, American Soya Association, Ready-to-Cook Soya Granules, Pro-Flo, Pro Gro, Research International and ACNielsen