In: Business and Management

Submitted By SagarMahadik
Words 667
Pages 3
KCPL was started in 1945 by Mohan Kumar Gupta in jaipur to sell sugar candies under the brand MKG.after successful start Mohan Kumar shifted production to another state UP.to build further on his success he established network in Bihar and MP.went into candy business as raw material required were the same.1973-74 2nd in northen region.
Reasons for decline in business: scarcity of ingredients, absentism of workers, stringent government laws.biscuit business is all that they have.
Major problem:
Kcpl is in dilemma and has to decide their response to the offer of becoming a contract manufacturing unit (CMU) of APL along with pros and cons of the offer.
Possible solution available: * Rebuild ‘MKG’ brand
Reason: vision of Mohan kumar gupta to be a national leader Legacy that they want to give to their sons (prestige issue) They take salary dependent business
About brand:
Mid range player:
Middle class families, urban and semi urban areas
Small and medium sized institutions (360/2400 tonnes)

Strategies to rebrand:
Solve HR problem (casual workers)
Increase Canteen share by targeting large institutions (quality, not premium brand problems)
Control loose sell of biscuits (by spreading awareness about health issues that can arise by consuming loose biscuits)
Brand advetisement: Vernacular newspaper
Possible Solutions to HR problems:
Restructure production process by introducing new machienary less workers
Quality control
Production cost will reduce
Probable dangers:
(capital required) (skilled labour will be required)
Business will be able to cope up with competition
Brand name will prosper because of quality
May become leader

Incraese productivity of employees (production will increase)
Healthy work environment
High morale of employees
Job satisfaction Probable danger
Workers may…...

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