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    The Cryptms Group-V3 (1) 2

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    Kavita Baeet
    The document summarizes the history and operations of Cryptms Group, a confectionery company established in 1987 in Kerala, India. It discusses how the company was set up with bank support and achieved over Rs. 1 crore in turnover within its first year. Since then, Cryptms has expanded to include additional companies like Megha Home Products, Unipack, Bristo Foods, and Efficient Marketing. Cryptms currently has around 15-18% market share in Kerala, competing with companies like Parry and Nutrine. The document provides a SWOT analysis and recommendations around diversification, national expansion, marketing strategy, and focusing on brand equity to drive future growth.

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    The Cryptms Group-V3 (1) 2

    Uploaded by

    Kavita Baeet
    803 views16 pages
    The document summarizes the history and operations of Cryptms Group, a confectionery company established in 1987 in Kerala, India. It discusses how the company was set up with bank support and achieved over Rs. 1 crore in turnover within its first year. Since then, Cryptms has expanded to include additional companies like Megha Home Products, Unipack, Bristo Foods, and Efficient Marketing. Cryptms currently has around 15-18% market share in Kerala, competing with companies like Parry and Nutrine. The document provides a SWOT analysis and recommendations around diversification, national expansion, marketing strategy, and focusing on brand equity to drive future growth.

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    The Cryptms Group-V3[1]2

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    The document summarizes the history and operations of Cryptms Group, a confectionery company established in 1987 in Kerala, India. It discusses how the company was set up with bank support and achieved over Rs. 1 crore in turnover within its first year. Since then, Cryptms has expanded to include additional companies like Megha Home Products, Unipack, Bristo Foods, and Efficient Marketing. Cryptms currently has around 15-18% market share in Kerala, competing with companies like Parry and Nutrine. The document provides a SWOT analysis and recommendations around diversification, national expansion, marketing strategy, and focusing on brand equity to drive future growth.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    803 views16 pages

    The Cryptms Group-V3 (1) 2

    Uploaded by

    Kavita Baeet
    The document summarizes the history and operations of Cryptms Group, a confectionery company established in 1987 in Kerala, India. It discusses how the company was set up with bank support and achieved over Rs. 1 crore in turnover within its first year. Since then, Cryptms has expanded to include additional companies like Megha Home Products, Unipack, Bristo Foods, and Efficient Marketing. Cryptms currently has around 15-18% market share in Kerala, competing with companies like Parry and Nutrine. The document provides a SWOT analysis and recommendations around diversification, national expansion, marketing strategy, and focusing on brand equity to drive future growth.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 16

    Compiled by

    Mandar Karandikar Roll No:07


    Vrushali Malankar Roll No:0
    Priya Madhavan Roll No:09
    Kavita Baeet Roll No:10

    The Cryptms Group


    Inception
     Cryptms Confectionaries (India) Pvt. Ltd. was
    incorporated in the year 1987 at Thodupuzha, in the
    Idukki District of Kerala.

     The Company was set up with the support of leading


    financial institutes & banks like Kerala Finance
    Corporation (KFC) and Canara Bank.
    History
     In1987 post registration within an year itself the company
    achieved a turnover of Rupees one crore.

     Since 1987 to August 1992, Company witnessed steady


    growth in the domestic market.

     SinceSeptember 1992 there was a decline in the sales


    margin lasting over a period.

     In
    1993 the promoters of Cryptms emerged with new
    marketing strategies to promote growth.
    The Cryptms Group
     1986- Cryptm Confectioners (India) Pvt. Ltd

     1989 – The Unipack (India) Pvt Ltd

     1993- Megha Home Products Pvt Ltd

     1993- Efficient Marketing Pvt Ltd

     1995- Bristo Foods Pvt Ltd


    Megha Home Products Pvt
    Ltd
    Was launched in 1993 to produce variety
    of biscuits.

    Highlights:

     Biscuitslaunched under the brand name


    “Crypsy” made inroads in highly
    competitive markets.

     Within 2 years sales crossed Rs 3 Crore.


    Unipack (India)Pvt Ltd
    Established Unipack India (Pvt.) Ltd in 1989 to produce the
    packing materials for Cryptms.

    Highlights:
     Manufactures & prints packing material for primary &
    secondary packing needs of Cryptms and Crypsy.

     30% of total turnover results from external customers.


    Bristo Foods Pvt Ltd
    Growing demand of the product in the market inspired the
    promoters to go for a new unit.

    Bristo Food (Pvt.) Ltd was started in the year 1995. The
    unit’s annual production capacity is 3500 tones of sweets.

    Highlights:
     Launched additional varieties

     Productionof large variety enabled group to match with


    every product offering of the competitors
    Efficient Marketing Pvt Ltd
    Established in the year 1993 as an independent
    and professionally managed marketing
    organization.

    Objective:
     To develop professional marketing firm to market the products
    of the group companies
    Highlights:
     Undertakes marketing of Bristo Products within and outside
    Kerala
    Sales Promotion & Strategy
    Market Share
    Cryptms Group is the third largest Player in Kerala with 15
    to 18 % of Market share.

    Main competitors are:


    • Parry
    • Nutrine
    SWOT Analysis
    Diversification
     Flourmill
     Carton making unit
     Sanitary tissue paper unit
     Mineral water unit

    Suggestion –
     Flour mill: Back word integration to support the high quality
    & efficient plant for biscuits.

     Carton making: Forward integration; experience of Unipack
    Pvt. Ltd.
    National Launch
    Cryptms group can aim for National Launch in the long run
    by expanding its distribution through sales network.

    Focus area :
     Strengthen brand popularity & loyalty from consumers.

     Increase equity over loan.

     Sales & distribution strategies needs to be strengthened.


    Marketing Strategy
     Equity & Brand revamp.

     Promotions for brand awareness.

     Pricing strategy to defend the competitors within Kerala.

     EfficientMarketing Pvt. Ltd act as a group unit taking care of


    all marketing functions.

     The advertising & promotion activities can be outsourced to


    gain the quality & efficiency.
    Conclusion
     Recommendation for the Cryptms Group growth
    strategy.
    Business
    Growth rate

    Low

    High

    High Low
    Relative Position (Market share)
    Thank you !

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