Gearing Up For Growth & Sustainability: A Case Study on ‘iD Fresh Food’

Shampa Nandi
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Abstract

The case is all about the journey of an entrepreneur Mr. Musthafa with his venture iD Fresh Foods India Ltd. Back in 2006 with a humble beginning, as a small store selling Idli and Dosa batter at Tippsandra, Bengaluru, iD at 2018, has grown multi-fold, presented in over 21,000 stores, 17 cities and is planning to expand to 30 cities in next few years. A number of accolades in its hat like “Best food marketing idea 2016”, “Vocational excellence award 2016”, “Best packaging design award 2015” and many other appreciations, “iD Fresh Food” would be a great case study for the B-school students or students of other business management courses and would add value to the marketing or entrepreneurship literature. This case study specially examined the marketing strategies adopted by the company to establish itself in the cluttered RTC (Ready to cook) packaged food sector in an emerging market scenario. The issue of the case is to examine whether the company should diversify or continues its basic philosophy of serving natural preservative free packaged food items and how far the closely-knit management style is going to sustain its market leadership position in future.
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为增长和可持续发展做好准备:“iD新鲜食品”的案例研究
这个案例讲述的是企业家穆斯塔法先生与他的企业iD Fresh Foods India Ltd.的旅程。早在2006年,一个不起眼的开始,作为一个在2018年在班加罗尔蒂普桑德拉销售Idli和Dosa面糊的小商店,已经增长了几倍,在17个城市的21,000多家商店中出现,并计划在未来几年扩展到30个城市。“iD Fresh food”获得了“2016年最佳食品营销理念”、“2016年职业优秀奖”、“2015年最佳包装设计奖”等多项荣誉,对于商学院学生或其他商业管理课程的学生来说,它将是一个很好的案例研究,并将为营销或创业文献增加价值。本案例研究特别研究了该公司在新兴市场情景中在混乱的RTC (Ready to cook)包装食品领域建立自己所采用的营销策略。该案件的问题是检查该公司是否应该多样化或继续其提供天然无防腐剂包装食品的基本理念,以及紧密结合的管理风格将在多大程度上维持其未来的市场领导地位。
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