west bengal masale industry case study

7/29/2019 west bengal Masale industry case study

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Abhishek Kumar Singh

Dhawal Pratap Singh

Kantilal Rathore

FMS DELHI

The Needy, the Greedy and the Chain S


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Among fastestgrowing industries

Increasing exports

Easy availability of rawmaterial

Less investment

Cant be stored forlong time.

Environment factoraffects raw materials

High transportationcost

Vast market tocapture

Good foreign demand

The market of packed

spices is increasingday by day.

Loose spices in market

Stocking habits ofconsumers and notpurchasing whenneeded also affectssales.

Cutthroat competition

Increasing

Demand

Increased

consumerconsumption

Manufacture ofvarious flavors &flavor ingredients

Application infoodpreservation ,beverages ,

medicinal use.

Competitors

Anmol masala,

Duta masala, ,CookMe ,MDH,Everest, Priya ,Ramdev, Catch,Mothers Recipe,

Pushp, and manymore

Challenge

To change a

old cookingpractice of rhomes Womwho prefer tmake masalpowderthemselves

Market analysis

.

Total spicesmarket in India

.

Branded marketaccounts for only

.

Unorganizedmarket is

estimated at

.

Exports of spicesworth

Key Trends of Indian Spices Market


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Current market Scenario

(Internal & external

perspective)

Whom do we want to go

after & How?

What we sell?

Where do we sell

How do we sell it

How do we retain

Market analysis

Customer needs/Define Market

Company

capabilities

Competition &

Market Dynamics

Collaborators/

Complements

Marketing Mix

Product

Price

Place/Distribution

Advertising &

Promotion

Market Selection

MarketSegmentation &

Selection

Segment Targeting

Product Positioning


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Chilli powder

Turmeric powder

Coriander powder

Black pepper

White pepper

Cumin

Positioned as :

Homemade Masala

Dry ginger

Garam masala

Sabji masala

Chicken masala

Biryani masala

Curry powder


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Direct selling:

Housewives, affinity groups

Joint distributing by non competing

companies

Distribution to mandis- vans at

weekly bazaars

Production

facility

Feeder

Towns

Super

Distributors

Distributors

Wholesalers

Retailers

Large Distrib

to smaller

Supply Chain m

City level sto

bulk to retai

City/ Village-

goods to

Seasonal demands

Transportation

Warehousing

Effective distribution channel

Dispersed market


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Credibility

andInfluence

Movie shows on projectors and

then free samples

Promotion thr

AdvertisementSpecial stalls during pujas & other

cultural occasions

Region

Banners on cycles ,rickshaws

and Buses

Melas & fairs; Weekly Haats

Market leader,

brand promoter

Door to door selling by housewives

and affinity groups


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Products line Extension

Royal branded masale

Enhanced Aroma Finely ground

Other new variants

Tamarind

Tej patta

Egg curry masale

Tandoori chicken

masale

Milk tea masale

Ginger & Turmeric

Geog

Citie

R

Utta

Mad

Mah

Raja

Pun

Ba

Int

Customer Retention

Loyalty Coupons &

rewardsEg: Spoon, bowl, plate

Distributing notebooks,

Lunchboxes to school

kids in rural area

Emotional

Connect

Entertainment and awareness events for

villagers

Eg: Durga Puja Pandaals , polio campaign,etc

Brand Extension Enter into snacks Category

Involve saleswoman into selling other

products

Tie-up with Mid-day mean scheme


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west bengal masale industry case study

Documents