Conducting Value Chain Assessment of the Ketchup and Mayonnaise Market
Objective & Scope
The client, a leading player in the FMCG sector, sought to gain a comprehensive understanding of the best practices adopted by key players in the ketchup and mayonnaise market in India. The objective was to analyze the entire value chain, from raw material procurement to processing, packaging, and distribution, while gaining key operational insights. For this, they sought Benori’s support to: Assess the production process, including raw material procurement strategies, backward integration, manufacturing operations, packaging, technological sophistication, and the cost model Analyze market performance, covering sales, product mix, and distribution management with their associated costs
Approach
We conducted extensive desk and primary research to analyze the ketchup and mayonnaise value chain of selected players. This included evaluating procurement strategies, manufacturing and packaging operations, associated costs, sales, and distribution. We engaged with key stakeholders to gather insights on sourcing practices, production capacities, cost structures, product offerings, and technological adoption. This combined approach enabled us to validate findings, address data gaps, and provide actionable insights into the overall cost structure of these products.
Impact
The research helped the client in: Understanding the value chain of key players relating to ketchup and mayonnaise, associated cost of raw material and project management, conversion cost for specific pack types, as well as gross margins Understanding the overall distribution model, warehousing and logistics costs, and key channels served
