ANNAPURNA SALT CASE STUDY

1. What is the role of NGOs (Non-Governmental Organizations) in BOP markets

according to Prahalad? Do you agree with this position?

That the NGO (non governmental organization) is an organization providing a

support and communication between people especially who those in the level D and E

market that have a public health problem, I agree to Prahalad because NGO’s purposes

were focused in a social agenda that may include an ethical way of doing there

business.

2. According to Rekha Balu of Fast Company, "poor people ... can become just as

discerning about brands as rich customer". Do you agree with this statement? Is this

applicable in the Philippines?

Yes, I agree with Rekha Balu’s statement, knowing as Filipino even though the

product is just an imitation, Filipino is just proud of what that product knowing that it is a

fake one.

3. What is the nature of the breakthrough of K15 Technology in your own words?

That this K15 technology really helps or preserve the iodine that our body needs

through digestion of the food. The iodine will not be able to remove or destroy by just

cooking or just in preparation of the salt, now with this technology that the iodine will be

released after the indigestion of the food.

4. What are the issues/difficulties in branding something like salt according to Vishal

Dhawan?

That when it comes to branding, the brand should have the connection in the

product, that if the consumer will know the products and they can assure that the product

has its high quality. So the consumer will trust the product initially through its name, and

be able to identify the product.

5. Why is the Annapurna evolution necessary according to Vishal Dhawan?

As Vishal Dhawan said that the product should have the right to exist in able to

expand its market. The benefit of the Annapurna is very important to all, so many

company decided to merge with HLL (Hindustan Lever LTD).

6. What would the nature of the "differentiator" for Dr. Amitava Pramanik?

That the Annapurna will be a iodine salt that has something special compare to

a normal salt, which Annapurna has a K15 that will preserved the iodine which the

body needs.

What is the effect of advertising for the marketing strategy for Annapurna with K15?

The effect of advertising the Annapurna was to enable the consumer what

Annapurna is can give to the consumer, and what it differs to other salt.

What are the innovations of HLL with regards to transporting salt?

That Annapurna helps prevent IDD and goiters. It also targets BOP consumers

which increases their profit compare it to Annapurna’s competitors. The company also

advertise and market their product to explain to the consumer that iodine in their salt

does not dissolve in the product.

What is Project Shakti and what are its goals?

Project Shakti has four goals: First, they plan to increase their reach to the rural

market. Then, they will attempt to increase awareness and change attitudes regarding

usage of the various product categories. Finally, and most important is to catalyze rural

affluence and hence growth of the market. I refer this goals in( The Annapurna Story:

Public Health and Private Enterprise, p.193).

How would you imagine SANGA, an "e-tailing program for daily ordering and

delivery"? If you were its designer how would you describe it?

Project Shakti caters exclusively to men. There have been requests for men to

become Shakti dealers but HLL turned them down. If you were the decision-maker,

would you allow men to become Shakti dealers? Why?

Yes, because in my case there will be no gender preferences or requirement

when it comes to dealer. Because either man or woman can be a great dealer based on

what kind of personality an individual has.

What is i-Shakti? As an IM student how can you improve i-Shakti?

The i-shakti venture seems simple enough when stated out aloud: it is a kioskbased

interactive dialogue system that contains a computer terminal and offers free

informational services aimed at education and community development in rural India.

The aim of the project is to create an IT-based rural information service so that the

population bas access to critical information via the Internet, such as updates on farming

practices and hygiene.

http://yonearth.com/sbcms/Webpages/SBCMS21.asp?Pid=1835605) As an IM student

technology is changing, so in able to improve i-Shakti I should upgrade the system and

also the hardware that was been used in the kiosk and add some features that will be

needed.

13. HLL's would-be competitors decided to have a watch-and-wait policy. If you were a

would-be competitor for HLL would you decide to get into HLL's market? Why? How?

14. Should HLL keep their K15 technology proprietary? Why?

No, as a company they need to keep or be it a secret ingredient to their product

but the fact that this technology can be used in other kind of product. They need just to

tell how it works or the background of K15, to make some knowledge worldwide.

15. Do you think a program like Project Shakti would succeed in the Philippines? What

do you think would be some of the anticipated difficulties?

Yes, I think that the only difficulty that Shakti will encounter will be the impression

of the Filipino people if Shakti will be able to help the country or not, the trust of the

people is important in this project in able to succeed.