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Ramjas Consulting Society Casebook 2023
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Case :: Chocolatey Affair :: Private Equity :: Challenging
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Guesstimate Solved
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AssumptionsMarket Size of Protien Bar in India
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The population is divided upon the income level and people below the income level of 2.5 lakh are ruled out due to income constraintTotal Population130
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High Physical Activity includes people going either to gym or involved in outdoor sports or have active movement of body. Urban-Rural DivideUrbanRural
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It has been assumed that the population under the age of 6 have almost negligible consumption of protien bars.40%60%
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Market penetration means the accessibilty of protien bars among the people.5278
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The consumers are categorized into 3 types- casual eaters, frequent eaters and regular eaters.Urban Area
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The rural population that can consumer protien bars are taken as 10% of the urban populationDivision on the basis of income0-2.52.5-55+
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30%15.6040%20.830%15.6
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Market Penetration50%
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Age Group%PurposeTotal
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Health & FitnessSnacking
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0-610%0%00%00
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1.82
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6-1815%1%0.032%0.050.08
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2.73
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18-3030%5%0.271.50%0.080.35
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5.46
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30-6030%1%0.051%0.050.11
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5.46
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60+15%0.50%0.010.50%0.010.03
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2.73
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Total0.57
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Total Population which can consumer protien bars including rural population0.63
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Consumption of Protien Bars
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Urban
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Total Number of consumersHealth PurposeFrequencySnackingFrequency Total (in crores)
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Casual eaters 70%380%12
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Frequent eaters20%1010%31
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Regular eaters 10%3010%82
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Total 5
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Market Size
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Average Price of one bar80
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Market Size of urban population (Anually) 4953
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Total Market Size including Rural population (in crores)5201
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