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Tops pickle brand plan

Tops Pickle has developed a brand plan to grow its pickle category sales over the next year. The plan includes analyzing the current market size and Tops' market share, profiling target consumers, conducting a SWOT analysis, and examining competitors. The strategies proposed focus on developing regional variants to match local tastes across India, segmenting products based on factors like region, price, and purchasing groups. A detailed activity plan and proposed research will help implement tactics to build the brand nationally.

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1 Tops Pickle Brand Plan 2015-16
2 Table of Contents: Page No. Brand Equity Chart ……………………………….. …… 4 (Mission, Vision, Core Value, Positioning Statement &Tagline) Current market Scenario………………………………... 5 (Market Size of the category Vs tentative share of Tops) Consumer Profiling………………………………………. 6 (Target Consumer, Consumer Behavioral, His Perceptiontowards the Brandetc) SWOT Analysis of category……………………………… 8 Competitive analysis……………………………………... 9 Brand Contribution………………………………………. 10 (Category Sales Contribution/SKUs Sales Contribution) Category Sales- States Contribution…………………….. 11 Strategies todevelopcategory…………………………… 13 (Challenges toAddress through- tactical &thematically marketing Strategy) Detailedactivity planner tobuildthe brands……………. 14 (Product, Price, Distribution&PlannedPromotions) Market research………………………… 16 (Questionnaire for consumer, Questionnaire for retailer, Questionnaire for intuitional) Budgets require todrive the brand……………………… 27
3 Introduction of Pickle- The preservationof foodincommonsaltor invinegarisknownas pickling. It isone of the most ancientmethodsof preservingfruitsandvegetables Picklesare good appetizersandaddtothe palatability of a meal.Theystimulate the flowof gastricjuice andthushelpindigestion. Theyare preparedwithsalt,vinegar,oil orwithamixture of salt,oil,spicesandvinegar. Historyof Pickle- Picklingbegan4000 yearsago usingcucumbersnative to India.This wasusedas a wayto preserve foodforout-of-seasonuse and forlongjourneys,especiallybysea. Saltpork and saltbeef were common staples forsailorsbefore the daysof steam engines.Althoughthe processwasinventedtopreserve foods,picklesare alsomade andeatenbecause peopleenjoythe resultingflavors.Picklingmayalsoimprove the nutritionalvalue of foodbyintroducing Bvitamins producedbybacteria Tops pickle - TOPS21 VARIANTOFPICKLES USP- Made the traditional way,with freshselected fruit,vegetables,Indian spices.PreservedinhygienicallyMustardoil &salt. Pickle SKUs Variants SKUs Regular Variants Mixed,Mango, Mango Longi (withheeng),Teekha Mengo,Tangy Lime,SweetLime,Lime Digestive, Lime GingerGreenChilli,Lime GreenChilli,Green Chilli,G.G.SK/M. 100g, 200g( Pouch) 200g & 400g (Bottles), 1Kg(Jar) Mixed& Mango 5Kg ( Jar ) Special Variants SRC, GingerPunjabi,Garlic 200g & 400g (Bottles),1kg(Jar) Mango Chutney 250GM & 500GM
4 Brand Equity Chart: Tops Pickle - Brand Equity Chart Mission To become a brandof India,knownforitsbestquality,taste &customersatisfaction. Vision To become a brandof all India presence and110cr in next3yrs from, currentscenarioof 46.18cr, withthe annual growthrate of upto40%. Core Value Quality A grade Musteredoil 21 verities Purity Fresh& Fine Positioning Statement "Range of 21 Pickles"–Tagline which defines21 veritiesof pickle,throughitsquality&richness. Or NeedTowork on new positioningstatement. Value Proposition Assured Quality- The North Indian taste with A grade mustard oil and spiciness with 21 ranges. Tagline "Range of 21 Pickles"
5 1.2 Current Market Scenario: Withthe above Report,we canestimate the Total Size of the organizedmarket.400cr by2012
6 Total organizedmarketSize of Pickleby2015 = 440cr Tentative Sale of TopsPickle incategory = 46.18 cr Hence,we can estimate the MarketSize of Topsin category = 10% Consumer Profiling: Age Profile:TodevelopTopsPickle, we mustfocusonthe largerbase of consumerstomake it a product between all age group Male & Female. PrimaryConsumers : Female betweenthe age groupof 30-50yrs. SecondaryConsumers : All age group. FocusedGeography : Delhi/NCR/Uttrakhand/UttarPradesh/Punjab/Haryana/Bihar Economy& Class : SEC B+, B & C Categoryof customers. Our pickle isconsumedandpreferredbyall segmentpeoplesinnorthIndiabutwe wantto change thismindsetandmake a brand inconsumermindthatthisis India’s/world’s local pickle anddeveloplocal taste of all regions. ClassificationsofOutletsfor the PlacementsofTops Pickle. Types of market Types of outlets A B C A Y Y Y B Y Y Y C Y Y N
7 Target Consumers: Household-SSCA,SSCB ,SSC C Brand perception: A low involvement product, consumers will always ready to try out new brand. Consumer Behavioral - The consumerbehaviorforthiscategory.Usuallyconsumersare hookedtoa particularbrandof picklesbecause of the taste.Once the consumer likes the taste, he continues with a particular brand till he come across a better taste. So it is almost an impossible task for us to have a common product that satisfies all consumers. The major challenge with creating a national brand for pickles is to manage varied tastepreference of consumers across markets. If you take the South Indian market, the taste preference for pickles is entirely different to that of North. Even in South India, the taste preference varies across different states and regions. Even for a mango pickle, taste preferences vary across states like- in Guajarati’s prefer sweet pickle, Rajasthan’s prefer more chilly, Punjabi prefer more spiciness So we need to go with regional taste and preferences with different states different tasteto make us a local pickle of India.
8 Strengths- 21 Range of pickles. State of the art manufacturingplant. Robustdistributionchannel. StrongProduct length&SKU’s. Brand acceptance inentire northregion. Weakness- Overdependencyonpickleforrevenuegeneration. Frequentlychangingdistributors. Risingmanufacturingcost. 1 recipe forall. Low Brand acceptance inotherregion. Opportunities- Increasingpopulation&demandof market. Brand extension&productextension.
9 A lotof untappedmarket. Olive oil picklesegment. Developmentof regionaltaste forotherregions. Threats- Competitionfromlocal pickle orunorganizedsector. DifferentstrategyadoptedbycompetitorsLike- Funtop-Lesspricingstrategy,Nilons&Mothers-Regionaltaste. Costumerdemandforlessprice product. IncreasingMarketshare of competitors. Aggressive advertisementof competitors. Newentrant. Competitive analysis- Major Competitor -
10 Competitive factor Tops Nilons Mothers Funtop Years of Existence 1990 1962 ADF 1932 aquire by Desai Group 2001 2005 Range Tops,Navratan Classic,Khana Khajana,Premium, Parampara, Target,Dhamaka, Five Star Mothers,Dabee Funtop Variants 21+9 More then50 More then43 6 SKU's 5 kg, 1kg, 600 gm,400gm,200 gm,100 gm,60 gm, 10 gm 5 kg,400gm,200 gm,100 gm,60 gm, 10 gm, 8 gm , 25 gm , 40 gm , 600 gm ,350 gm,300 gm , 500 gm, 900 gm , 1.2 kg , 4.5 kg , 6 kg , 22 kg 65 gm , 200 gm ,300 gm , 950 gm , 1 kg , 5 kg , 400 gm , 100 gm , 500 gm 200g, 400g, 1Kg & 5Kg. Price Comparatively equal Comparatively equal Comparatively equal Comparatively less
11 Distribution Northanregion All india All india Only some state(Wholesal e) Product acceptability UK,UP,MP,Delhi,Haryana, Punjab,Bihar,Jharkhand, Rajasthan All india All india UK,UP,MP,Del hi, Haryana, Punjab,Rajasth an (Wholesale) Category Sales Contribution & SKUs Sales Contribution- Category Sales Contribution - Pickle category contributing 17.59% in total sales of company which is second highest contribution after snack sauceso we need to develop this category. SKUs Sales Contribution- In pickle category 62% sales contribution of 1 kg pickle so we need to focus in this sku. PAN INIDA-PICKLE (F.Y - 2015-16) PRODUCT SKU's SALES IN CB % SHAREIN PICKLE CATEGORY % CONTRIBUTION IN TOTAL SALES Pickle 200g. 26620 4.03 0.71 400g. 93668 14.20 2.50 1kg. 409225 62.02 10.91 Pickle jar 5kg. 40721 6.17 1.09 Pickle(pouch) 15g 2047 0.31 0.05 100g. 75391 11.43 2.01 200g. 12127 1.84 0.32
12 Total 659799 100.00 17.59 States Contribution- 102954 57044 50810 47348 45944 45193 41824 36708 34892 30501 26467 19018 18576 15898 15562 13396 13288 11406 7017 6993 5210 4508 3026 2882 1917 1417 0 20000 40000 60000 80000 100000 120000 U.P-west Amritsar Uttrakhand Delhi-East Delhi-South Delhi-west Haryana-1 Haryana-2 Delhi-North Zirakpur U.P-NCR Bihar J&K U.P-East Delhi-Central Rajasthan-1 U.P-Central H.P Jharkhand M.P Rajasthan-2 WestBengal Raipur Guwahati Gujarat Odisha Pickle Sale - PAN India (F/Y :2015-16) State Sale (In C.B) Cont. In % U.P- west 102954 15.60 Amritsar 57044 8.65 Uttrakhand 50810 7.70 Delhi - East 47348 7.18 Delhi - South 45944 6.96 Delhi - west 45193 6.85 Haryana - 1 41824 6.34 Haryana- 2 36708 5.56 Delhi - North 34892 5.29 Zirakpur 30501 4.62 U.P- NCR 26467 4.01 Bihar 19018 2.88 J& K 18576 2.82 U.P- East 15898 2.41 Delhi - Central 15562 2.36 Rajasthan - 1 13396 2.03 U.P- Central 13288 2.01 H.P 11406 1.73 Jharkhand 7017 1.06 M.P 6993 1.06 Rajasthan - 2 5210 0.79 West Bengal 4508 0.68 Raipur 3026 0.46 Guwahati 2882 0.44 Gujarat 1917 0.29 Odisha 1417 0.21 659799 100
13 How we develop Pickle category- Develop pickle category on the basis of 4p Product- Product Segmentation- Ourpickle isconsumedandpreferredbyall segmentpeoplesinnorthIndiabutwe wantto change this mindsetandgo withnewmarketwithnewregional taste andpresences because pickle isverycompetitive category which80% isunorganizedmarketrestof 20% isorganizedwhere ineveryregionlocal pickleisverystrongdue to local taste sowe have to cater these categorywithlocal taste andcoverall Indian market. As a diversifiedpicklebrand,we offer Andhra Avakaya, KarnatakaCut Mango, Madras Thokku,KeralaMango,Bengali Mango,Punjabi Pancharanga,Gujarati MethiaMango, Maharashtra Mango, Gujarati Gorkeri, Choondo . Segmentation onthe basisof PurchasingGroup. Economycategory Super/General category Premiumcategory Olive oil category Regional category Seasonal category Catering/institutional category Segmentationonthe basisof Region. Northernregion - Southern Region - Madras Thokku -(SouthIndia) ,MangoChepni -(SouthIndia) , Lime Chutney -(SouthIndia) ,Lime - (SouthIndia) ,AndhraGinger-(SouthIndia) ,Sunflower oil mix pickle -(SouthIndia) Central Region - Mustard seedsmix pickle -(Central India) EasternRegion- Tomato -(EastIndia) ,Koku(Mangoginger) -(EastIndia) , Drumstik -(EastIndia) , Lime chilli -(East India) WesternRegion- Gudkari -Mangosliced -(WestIndia) ,Gudkari –Mango& Gud -(WestIndia) , Gangura -(WestIndia) , Chunda -(WestIndia)
14 Price- Currentlywe have single pricingstrategywhichisnotfitforall marketand all areas sowe move on multiple pricing strategies withmultiple products. Pricing Strategies- we donotchange ourcurrent productpricingbut we introduce new productwithnew pricingandwe have to change our pricing2 timeseveryyearinthe gap of every6 monthwhichisbuiltgoodimage inretail marketbecause a lotof retailersaidthatyourpricesincreasingeverymonth. Economypricing PremiumPricing Place- Currentlyourdistributionnetworkandbase isstronginnorthIndianmarketbut we needtofocusin newmarket. Distribution: We aimto take current distributionof 27.7% to 40%, withthe helpof differentplannedmarketingactivities and approachof salesteam. We will alsosetprioritymarkets&objectivetodevelopthese markets: ClusterA: HighVolume,HighPotential (UP,UK, Delhi,Punjab,Haryana) ClusterB: Low Volume,HighPotential (Rajasthan,Bihar,Jharkhand,MP,Odisha,West Bangal,Gujrat) ClusterC: Low Volume,LowPotential ( Jharkhand,Guwahati,Himachal Pradesh,J&K) ClusterD: UncoveredMarket or newmarket South& Central Indian market is not covered by our company which is a lot of purchasing power and market potential also like population of these states % contribution in population of India Maharashtra-9.28%, Tamil Nadu- 5.96%, Karnataka-5.05%, Andhra Pradesh- 4.08% , Telangana- 2.97%, Kerala-2.76% Priorityof marketdone on the basisof past salesachieved and acceptance of productin market.
15 Market Research MarketingResearch:To avoidall the assumptions,furtherdevelopmentsonproductswill take upwiththe helpof market research,whichwill basedtostudyfollowingpoints: Productquality: (Color,Texture,Aroma,Taste, Aftertaste) Packaging: (CurrentPackaging,Differentiationwithotherpackaging, Brand recall productwise. To knowthe clear phase of product:Awareness –Consideration - TrailsorRepeatphase. QUESTIONNAIREFOR THE CONSUMER FOR PICKLE CONSUMPTION SURVEY Household no.: GENERAL ASPECTS: Date: NAME OF THE RESPONDENT: 3. AGE: ADDRESS: ..................................................., 4. OCCUPATION: ................................................................, ............................................................... PHN No.: ...................................... TOTAL No. OF FAMILY MEMBERS: ..................................... AGE GROUP No. OF MEMBERS CHILDREN(1-20) ADULT AGE GROUP(20-35) MIDDLE AGED GROUP(35-50)
16 OLD AGED GROUP(50-80) PICKLE ASPECTS: DO YOU CONSUME PICKLES? a. Yes b. No 7. WHICH TYPE OF PICKLE YOU PREFER? a. Readymade b. Home-made 8. WITH WHICH FOOD OF THE ITEM YOU WOULD LIKE TO HAVE THE PICKLE? a. Parata b. Chapatt c. Rice d. Bread e. Khakhra f. Others 9. HOW OFTEN YOU PREFER THE PICKLE? (Tick the appropriate choice) S. No. FLAVOUR OF THE PICKLE HABITUATED FREQUENT RARELY NEVER 1. Mango 2. Mixed 3. Garlic 4. GreenChilli 5. Khatta Meetha 6. Tangy Lime 7. StuffedRed Chilli 8. SweetLime 9. Amla 10. Karela 11. Dela 12. SweetMango
17 13. Lime 14. OnionPickle 15. Any Other 10. PREFERENCE FOR THE VARIOUS FLAVOURS OF PICKLES IN YOUR HOUSEHOLD (RANK IT): RANK S.No. FLAVOUR OF PICKLE 1 2 3 4 5 6 7 8 9 10 11 12 13 15 1. Mango 2. Mixed 3. Garlic 4. GreenChilli 5. Khatta Meetha 6. Tangy Lime 7. StuffedRed Chilli 8. SweetLime 9. Amla 10. Karela 11. Dela 12. SweetMango 13. Lime 14. OnionPickle 15. Any Other
18 11. HOW FREQUENTLY YOU PURCHARSE THE PICKLE? a. weekly b. Biweekly c. once in three weeks d. Once in four weeks e. once in 2 months f. Once in 6 months g. Once in a year 12. WHERE DO YOU PURCHASE THE PICKLE? And how far is the place from here? Ans........................................................................................................................................................................... 13. WHAT DO YOU OBSERVE WHILE PURCHASING THE PICKLE? a. Price b. Packaging c. Brand d. Certification e. Oil content 14. IN HOW MUCH QUANTITY YOU PURCHASE THE PICKLE? a. 100gm b. 200gm c. 400gm d. 1 kg e. Any other 15. WHAT IS THE PRICE YOU CAN AFFORD FOR PURCHASING 200gm PICKLE OF ANY FLAVOUR? Ans........................................................................................................................................................................... 16. WHETHER THE PRICE THAT YOU PAY FOR PURCHASING OF ANY VOLUME OF PICKLE IS WORTH FOR YOU? Ans........................................................................................................................................................................... 17. WHETHER YOU PREFER THE PICKLES IN SACHETS OR BOTTLES? a. sachets b. bottles 18. WHETHER YOU CHANGE THE FLAVOUR OF YOUR PREFERENCE FOR THE PICKLE AS PER THE SEASON? a. yes b. No 19. IF YES, WHAT ARE THE FLAVOURS YOU PREFER IN DIFFERENT SEASONS? Ans: .................................................................................................................................................. 20. WHETHER YOU PREFER PICKLE WITH EXCESS AMOUNT OF OIL? a. yes b. No 21. WHETHER YOU PREFER PICKLE WITH EXCESS AMOUNT OF CHILLI POWDER? a. yes b. No 22. WHETHER YOU PREFER SACHETS OR THE SEALED BOTTLES? GIVE REASONS? a. sachets b. bottles ..................................................................................................................................................................................................................... ...............................................................................................................................................
19 23. THE BRAND YOU PREFER IN PICKLE? a. TOPS PICKLE b. MOTHER PICKLE c. NILONS d. OTHERS (PLEASE SPECIFY) 24. WHY YOU PREFER THE PICKLE OF THAT BRAND ONLY? Ans: ..................................................................................................................................................... 25. ARE YOU SATISFIED WITH THE PRICE FOR THE BRAND THAT YOU PREFER? a. Yes b. No 26. DO YOU CHECK VARIOUS QUALITY CHECKS (like PFA, ISO, ISI, AGMARK etc...,) BEFORE BUYING PICKLES FROM THE MARKET? a. Always b. Sometimes c. Never 27. DO YOU LOOKK FOR MANUFACTURING AND EXPIRY DATE BEFORE BUYING THE PRODUCT? a. Always b. Sometimes c. Never 28. IF A NEW BRAND PICKLE WITH ALL FLAVOURS ENTERS INTO THE MARKET, YOU PREFER IT? a. YES b. NO 29. IF YES, WHAT ARE THE ATTRIBUTES YOU WANT IN THE PICKLE? IF NO, WHY? Ans: ______________________________________________________________________________________ 30. FROM WHERE DID YOU GET THE INFORMATION REGARDING PICKLE/ WHO INFLUNCES YOUR PURCHASE DECISION? a. T.V. b. NEWSPAPER c. CINEMA d. RADIO e. HOARDINGS f. ADVERTISEMENTS ON BUS g. PAMPHLETS h. WALL PAINTING i. WORD OF MOUTH j. SOCIAL MEDIA k. SALES MAN l. ANY OTHER (PLEASE SPECIFY) ECONOMIC ASPESTS: 31. MONTHLY INCOME OF THE FAMILY: Rs ........................./- 32. TOTAL AMOUNT OF MONTHLY INCOME SPENT ON THE CONSUMPTION OF FOOD: Rs .........................../- 33. TOTAL AMOUNT SPEND ON PICKLES FROM THE TOTAL AMOUNT SPEND ON CONSUM -PTION OF FOOD : Rs .........................../- THANKING YOU SIR
20 SIGNATURE OF THE RESPONDENT: TIME AND DATE: PARTI: DATA ANALYSIS PLAN FORHOUSEHOLDS: To know how many types of pickle a consumer eat To know the frequency of consumption of pickles To know the rank of mother’s pickle To know the rank of Nilons pickle To know the rank of Tops pickle To know the post consumption satisfaction To know the quantity of pickles consumed To know if consumer looks for quality checks certifications To know the food items with which the pickles are consumed To know the order of preference of various factors while buying pickles like packaging, price, brand, certification, oil content. To know about the different attributes they want in new branded pickle Satisfaction of price with quality To know about the pickle purchasing point for the consumers To know the preference of consumers for packaging Satisfaction from flavors of pickle To know about the information sources to the household about the different types of pickles respondent’s perception about pickles income group of respondents gender of respondent age of respondent Questionnaire for the Retailer /Channel Partner: Retailer no.: Date: NAME OF THE RESPONDENT: 3. AGE: ADDRESS: ...................................................,
21 ................................................................, ............................................................... PHN No.: ...................................... 4. FOR HOW MANY YEARS YOU ARE IN THIS PICKLE BUSINESS? Ans: ........................................................... 5. WHAT ARE THE DIFFERENT TYPES OF PICKLES YOU SOLD? a. MIXED b. GREEN CHILLI c. MANGO d. TOMATO e.GINGER f. LIME g. GARLIC h.. SWEET LIME i. DELA j. SRC k. KHATTA MEETH l.SWEET MANGO m.MASHROOM n.AMLA o. ANY OTHER 6. WHAT IS THE PICKLE YOU SELL MOST IN ONE DAY? , RANK IT a. MIXED b. GREEN CHILLI c. MANGO d. TOMATO e.GINGER f. LIME g. GARLIC h.. SWEET LIME i. DELA j. SRC k. KHATTA MEETH l.SWEET MANGO m.MASHROOM n.AMLA o. ANY OTHER 7. WHY THAT 1ST RANKED PICKLE IS SOLD IN MORE QUANTITY PER DAY? Ans: ..................................................................................................................................................................................................................... ..................................................................................................................................................................................................................... ........................................................... 8. IN HOW MANY DAYS YOU SELL 1 Kg PICKLE? AND GIVE REASONS FOR IT Ans: ..................................................................................................................................................................................................................... ..................................................................................................................................................................................................................... ............................................................ 9. WHAT ARE THE BRANDS OF PICKLES YOU PURCHASE FROM THE DISTRIBUTOR? a. NILONS PICKLE b. MOTHER PICKLE c. TOPS d. OTHERS (PLEASE SPECIFY) 10. WHETHER THE DISTRIBUTOR COMES TO YOU? a. yes b. no
22 11. DO YOU THINK THE PRICE THAT IS FIXED IS AFFORDABLE TO THE CONSUMER? GIVE REASONS? a. yes b. No ..................................................................................................................................................................................................................... .......................................................................................................................................... 11. WHAT ARE THE QUALITY PARAMETERS THAT YOU PREFER WHILE PURCHASING THE PICKLE? Ans: a. ................................................................................................................................ b. ............................................................................................................................... c. ................................................................................................................................ 12. DO YOU SELL BOTH THE READYMADE AND ALSO THE HOME-MADE PICKLE? a. YES b. NO 13. WHAT IS THE DIFFERENT RANGE OF SACHETS/BOTTLES YOU PREFER TO PURCHASE? a . 100gm b. 200gm c. 250gm d. 500gm 14. IF A NEW BRAND PICKLE WITH ALL FLAVOURS ENTERS INTO THE MARKET, YOU PREFER IT? a. YES b. NO 15. IF YES, WHAT ARE THE ATTRIBUTES YOU WANT IN THE PICKLE? IF NO, WHY? Ans: ______________________________________________________________________________________ 16. FROM WHERE DID YOU GET THE INFORMATION REGARDING PICKLE/ WHO INFLUNCES YOUR PURCHASE DECISION? a. T.V. b. NEWSPAPER c. CINEMA d. RADIO e.HOARDINGS f. ADVERTISEMENTS ON BUS g. PAMPHLETS h. WALL PAINTING i. WORD OF MOUTH j. SOCIAL MEDIA k. SALES MAN l. ANY OTHER (PLEASE SPECIFY) THANKING YOU SIR SIGNATURE OF THE RESPONDENT: TIME:
23 PARTK: DATA ANALYSISPLAN FORRETAILER: To know for how long he is in the pickle business To know about the different types of flavor of pickles he sells to the consumers To know the pickle that is sold very much in a day To know the reasons why that particular pickle is sold very much in a day To know the different brands he prefers to sell to the consumers To know whether the distributor comes to his shop or not To know about the price that is fixed by the brand is affordable to the consumeror not What are the quality parameters that he observes while purchasing the pickles from the distributor To know about the products sold i.e.., readymade or the home made pickle To know about the different attributes they want in new branded pickle To know about the information sources to him about the different types of pickles PART L: QUESTIONNAIRE FOR THE INSTITUTIONAL BUYER serial no. : _ _ _ date: _ _ _ _ _ _ _ NAME OF THE RESPONDENT: _ _ _ _ _ _ _ _ __ _ _ _ _ _ _ 3. OCCUPATION: ADDRESS: _ _ _ _ _ _ _ _ _ _ __ _ _ _ _ _ _ 4. AGE: _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ ___ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ 5. DO YOU USE PICKLES IN YOUR INSTITUTION? a. yes b. No 6. IF YES, WHAT ARE THE FLAVOURS YOU USE IN YOUR INSTITUTION? a. MIXED b. GREEN CHILLI c. MANGO d. TOMATO e.GINGER f. LIME g. GARLIC h.. SWEET LIME i. DELA j. SRC k. KHATTA MEETH l.SWEET MANGO m.MASHROOM n.AMLA o. ANY OTHER p. OTHERS, SPECIFY _ _ _ _ _ _ _ _ _ _ _ 7. WHAT IS YOUR PICKLE PURCHASING POINT? a. RETAILER SHOP b. DISTRIBUTOR 8. HOW FAR IS THE PLACE OF THE RETAILER SHOP OR THE DISTRIBUTOR SHOP? Ans: _______________________ _______________________________________________________
24 9. WHAT IS THE FLAVOUR OF THE PICKLE YOUR CONSUMERS PREFER MOST? RANK IT RANK S.No. FLAVOUR OF PICKLE 1 2 3 4 5 6 7 8 9 10 11 12 13 15 1. Mango 2. Mixed 3. Garlic 4. GreenChilli 5. Khatta Meetha 6. Tangy Lime 7. StuffedRed Chilli 8. SweetLime 9. Amla 10. Karela 11. Dela 12. SweetMango 13. Lime 14. OnionPickle 15. Any Other 10. WHAT ARE THE REASONS FOR RANKING THAT PICKLE AS No. 1 , IS THERE ANY REASONS? Ans: __________________________________________________________________________________________________________________ __________________________________________________________________________________________________________________ ______________________________ 11. WHAT IS THE TOTAL QUANTITY OF PICKLES YOU PURCHASE FOR ONE MONTH?
25 Ans: ____________________________________________________________ 12. DO YOU PURCHASE HOME MADE PICKLES? a. YES b. NO 13. IF YES, HOW MUCH QUANTITY YOU PURCHASE AS HOME MADE PICKLES? Ans: ____________________________________________________________ 14. WHICH BRAND YOU PREFER? a. NILONS b. MOTHER c. TOPS d. OTHERS (PLEASE SPECIFY) 15. WHY YPU PREFER THAT BRAND, GIVE REASONS? Ans: __________________________________________________________________________________ 16. WHETHER YOU PREFER THE BOTTLES OR THE TINS? WHY? Ans: __________________________________________________________________________________ 17. WHETHER THE PRICE FOR YOU IS WORTH FUL TO YOU? GIVE REASONS Ans: __________________________________________________________________________________ 18. IF A NEW BRAND PICKLE WITH ALL FLAVOURS ENTERS INTO THE MARKET, YOU PREFER IT? a. YES b. NO 19. IF YES, WHAT ARE THE ATTRIBUTES YOU WANT IN THE PICKLE? IF NO, WHY? Ans: ______________________________________________________________________________________ 20. FROM WHERE DID YOU GET THE INFORMATION REGARDING PICKLE/ WHO INFLUNCES YOUR PURCHASE DECISION? a. T.V. b. NEWSPAPER c. CINEMA d. RADIO e.HOARDINGS f. ADVERTISEMENTS ON BUS g. PAMPHLETS h. WALL PAINTING i. WORD OF MOUTH j. AGENTS k. SALES MAN l. ANY OTHER (PLEASE SPECIFY) PARTM: DATA ANALYSIS PLAN FOR INSTITUTIONAL BUYER: To know about the different flavors of pickles used in the institution To know the purchasing point for the institutional buyer To know about the preference of the consumers for different flavors of pickle. To know the reasons why the consumers prefer that pickle most
26 To know whether he prefers the home made pickle or the readymade pickles To know the proportion of homemade pickles and the readymade pickles To know the brand of the pickle he prefers To know about the different attributes they want in new branded pickle To know about the information sources to him about the different types of pickle Budgeting Current Sales of Pickle in CB- 659799 Current Sales of Pickle in Rs.- 46.18 Cr Budget required for brand development- 6% of total current sales
27 Budget in Rs.- 2.78 Budgets Required: A. PROMOTION (ATL +BTL) ATL: TV Campaign 1. Objective: To create brand awarenessforIDPamongstconsumersatall Indialevel bynew Adcommercial. Total InvestmentBudgeted 14000000 Total Mediabudget 14000000 FocusMarkets A+B+C+D (forshow/channelselection) Total AirWeeks StartingMonth OCT-16 TVC Run 20, 10 sec Press Ads: Objective: To create brandawarenessthroughpressinprioritymarkets Total PressBudget Rs. 1000000 FocusMarkets A+B
28 BTL: - Objective: To getmaximumnumberof touchpointswiththe consumers. Thiswill facilitatethe same andgenerate consumerinterestandconsumer trials. Cluster C. Direct Contact Program – Sampling(in Prioritystates)  Home to Home Sampling – in SelectCities; BudgetAllocation:- Rs. 104,400/- ClusterB+C . Dealer Boards – Outdoor (inPriority States)  Brand visibility through dealer boards – Starting with Priority towns. B4. Retail POP Objective: Generating highlevel of BrandVisibilityatthe retail level Total Investment Budgeted Rs 635,449 POP: 100000 Danglers - (Rs. 300000)  Total 100000 Danglersto each RS @ Rs 3/ Danglers.  Geography: All India POP Form II: 11182 Banners: - Rs. 335449/-  11182 Bannerstoeach RS @ Rs 30/ Banners  Geography: All India Budget Required Total Budgeted Amount 1632000 Focus Markets B+C Total No. of Boards 2000 1 Board Size 8X3=24 Per Sqr Fit @34 34X24=816 816X2000
29 ATL Spend TV Ad 14000000 Newspaper Ad 1000000 Total ATL 15000000 BTL Spend Consumer offer in 200&400@72 Per CB 6,567,708 Boards no.@34@8x3-2000 1632000 Sampling & Trails 104,400 Launch & Road show 1,000,000 ASM Budget in 1kg@5Rs/CB 1,551,643 ASM Budget in 5kg@10Rs/CB 308,799 Pickle Junction & Display 1,000,000 POP 635,449 Total BTL 12,800,000 Total budget required ATL+BTL 27,800,000
30

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Tops pickle brand plan

  • 1.
  • 2.
    2 Table of Contents: PageNo. Brand Equity Chart ……………………………….. …… 4 (Mission, Vision, Core Value, Positioning Statement &Tagline) Current market Scenario………………………………... 5 (Market Size of the category Vs tentative share of Tops) Consumer Profiling………………………………………. 6 (Target Consumer, Consumer Behavioral, His Perceptiontowards the Brandetc) SWOT Analysis of category……………………………… 8 Competitive analysis……………………………………... 9 Brand Contribution………………………………………. 10 (Category Sales Contribution/SKUs Sales Contribution) Category Sales- States Contribution…………………….. 11 Strategies todevelopcategory…………………………… 13 (Challenges toAddress through- tactical &thematically marketing Strategy) Detailedactivity planner tobuildthe brands……………. 14 (Product, Price, Distribution&PlannedPromotions) Market research………………………… 16 (Questionnaire for consumer, Questionnaire for retailer, Questionnaire for intuitional) Budgets require todrive the brand……………………… 27
  • 3.
    3 Introduction of Pickle- Thepreservationof foodincommonsaltor invinegarisknownas pickling. It isone of the most ancientmethodsof preservingfruitsandvegetables Picklesare good appetizersandaddtothe palatability of a meal.Theystimulate the flowof gastricjuice andthushelpindigestion. Theyare preparedwithsalt,vinegar,oil orwithamixture of salt,oil,spicesandvinegar. Historyof Pickle- Picklingbegan4000 yearsago usingcucumbersnative to India.This wasusedas a wayto preserve foodforout-of-seasonuse and forlongjourneys,especiallybysea. Saltpork and saltbeef were common staples forsailorsbefore the daysof steam engines.Althoughthe processwasinventedtopreserve foods,picklesare alsomade andeatenbecause peopleenjoythe resultingflavors.Picklingmayalsoimprove the nutritionalvalue of foodbyintroducing Bvitamins producedbybacteria Tops pickle - TOPS21 VARIANTOFPICKLES USP- Made the traditional way,with freshselected fruit,vegetables,Indian spices.PreservedinhygienicallyMustardoil &salt. Pickle SKUs Variants SKUs Regular Variants Mixed,Mango, Mango Longi (withheeng),Teekha Mengo,Tangy Lime,SweetLime,Lime Digestive, Lime GingerGreenChilli,Lime GreenChilli,Green Chilli,G.G.SK/M. 100g, 200g( Pouch) 200g & 400g (Bottles), 1Kg(Jar) Mixed& Mango 5Kg ( Jar ) Special Variants SRC, GingerPunjabi,Garlic 200g & 400g (Bottles),1kg(Jar) Mango Chutney 250GM & 500GM
  • 4.
    4 Brand Equity Chart: TopsPickle - Brand Equity Chart Mission To become a brandof India,knownforitsbestquality,taste &customersatisfaction. Vision To become a brandof all India presence and110cr in next3yrs from, currentscenarioof 46.18cr, withthe annual growthrate of upto40%. Core Value Quality A grade Musteredoil 21 verities Purity Fresh& Fine Positioning Statement "Range of 21 Pickles"–Tagline which defines21 veritiesof pickle,throughitsquality&richness. Or NeedTowork on new positioningstatement. Value Proposition Assured Quality- The North Indian taste with A grade mustard oil and spiciness with 21 ranges. Tagline "Range of 21 Pickles"
  • 5.
    5 1.2 Current MarketScenario: Withthe above Report,we canestimate the Total Size of the organizedmarket.400cr by2012
  • 6.
    6 Total organizedmarketSize ofPickleby2015 = 440cr Tentative Sale of TopsPickle incategory = 46.18 cr Hence,we can estimate the MarketSize of Topsin category = 10% Consumer Profiling: Age Profile:TodevelopTopsPickle, we mustfocusonthe largerbase of consumerstomake it a product between all age group Male & Female. PrimaryConsumers : Female betweenthe age groupof 30-50yrs. SecondaryConsumers : All age group. FocusedGeography : Delhi/NCR/Uttrakhand/UttarPradesh/Punjab/Haryana/Bihar Economy& Class : SEC B+, B & C Categoryof customers. Our pickle isconsumedandpreferredbyall segmentpeoplesinnorthIndiabutwe wantto change thismindsetandmake a brand inconsumermindthatthisis India’s/world’s local pickle anddeveloplocal taste of all regions. ClassificationsofOutletsfor the PlacementsofTops Pickle. Types of market Types of outlets A B C A Y Y Y B Y Y Y C Y Y N
  • 7.
    7 Target Consumers: Household-SSCA,SSCB ,SSCC Brand perception: A low involvement product, consumers will always ready to try out new brand. Consumer Behavioral - The consumerbehaviorforthiscategory.Usuallyconsumersare hookedtoa particularbrandof picklesbecause of the taste.Once the consumer likes the taste, he continues with a particular brand till he come across a better taste. So it is almost an impossible task for us to have a common product that satisfies all consumers. The major challenge with creating a national brand for pickles is to manage varied tastepreference of consumers across markets. If you take the South Indian market, the taste preference for pickles is entirely different to that of North. Even in South India, the taste preference varies across different states and regions. Even for a mango pickle, taste preferences vary across states like- in Guajarati’s prefer sweet pickle, Rajasthan’s prefer more chilly, Punjabi prefer more spiciness So we need to go with regional taste and preferences with different states different tasteto make us a local pickle of India.
  • 8.
    8 Strengths- 21 Range ofpickles. State of the art manufacturingplant. Robustdistributionchannel. StrongProduct length&SKU’s. Brand acceptance inentire northregion. Weakness- Overdependencyonpickleforrevenuegeneration. Frequentlychangingdistributors. Risingmanufacturingcost. 1 recipe forall. Low Brand acceptance inotherregion. Opportunities- Increasingpopulation&demandof market. Brand extension&productextension.
  • 9.
    9 A lotof untappedmarket. Oliveoil picklesegment. Developmentof regionaltaste forotherregions. Threats- Competitionfromlocal pickle orunorganizedsector. DifferentstrategyadoptedbycompetitorsLike- Funtop-Lesspricingstrategy,Nilons&Mothers-Regionaltaste. Costumerdemandforlessprice product. IncreasingMarketshare of competitors. Aggressive advertisementof competitors. Newentrant. Competitive analysis- Major Competitor -
  • 10.
    10 Competitive factor Tops Nilons MothersFuntop Years of Existence 1990 1962 ADF 1932 aquire by Desai Group 2001 2005 Range Tops,Navratan Classic,Khana Khajana,Premium, Parampara, Target,Dhamaka, Five Star Mothers,Dabee Funtop Variants 21+9 More then50 More then43 6 SKU's 5 kg, 1kg, 600 gm,400gm,200 gm,100 gm,60 gm, 10 gm 5 kg,400gm,200 gm,100 gm,60 gm, 10 gm, 8 gm , 25 gm , 40 gm , 600 gm ,350 gm,300 gm , 500 gm, 900 gm , 1.2 kg , 4.5 kg , 6 kg , 22 kg 65 gm , 200 gm ,300 gm , 950 gm , 1 kg , 5 kg , 400 gm , 100 gm , 500 gm 200g, 400g, 1Kg & 5Kg. Price Comparatively equal Comparatively equal Comparatively equal Comparatively less
  • 11.
    11 Distribution Northanregion Allindia All india Only some state(Wholesal e) Product acceptability UK,UP,MP,Delhi,Haryana, Punjab,Bihar,Jharkhand, Rajasthan All india All india UK,UP,MP,Del hi, Haryana, Punjab,Rajasth an (Wholesale) Category Sales Contribution & SKUs Sales Contribution- Category Sales Contribution - Pickle category contributing 17.59% in total sales of company which is second highest contribution after snack sauceso we need to develop this category. SKUs Sales Contribution- In pickle category 62% sales contribution of 1 kg pickle so we need to focus in this sku. PAN INIDA-PICKLE (F.Y - 2015-16) PRODUCT SKU's SALES IN CB % SHAREIN PICKLE CATEGORY % CONTRIBUTION IN TOTAL SALES Pickle 200g. 26620 4.03 0.71 400g. 93668 14.20 2.50 1kg. 409225 62.02 10.91 Pickle jar 5kg. 40721 6.17 1.09 Pickle(pouch) 15g 2047 0.31 0.05 100g. 75391 11.43 2.01 200g. 12127 1.84 0.32
  • 12.
    12 Total 659799 100.0017.59 States Contribution- 102954 57044 50810 47348 45944 45193 41824 36708 34892 30501 26467 19018 18576 15898 15562 13396 13288 11406 7017 6993 5210 4508 3026 2882 1917 1417 0 20000 40000 60000 80000 100000 120000 U.P-west Amritsar Uttrakhand Delhi-East Delhi-South Delhi-west Haryana-1 Haryana-2 Delhi-North Zirakpur U.P-NCR Bihar J&K U.P-East Delhi-Central Rajasthan-1 U.P-Central H.P Jharkhand M.P Rajasthan-2 WestBengal Raipur Guwahati Gujarat Odisha Pickle Sale - PAN India (F/Y :2015-16) State Sale (In C.B) Cont. In % U.P- west 102954 15.60 Amritsar 57044 8.65 Uttrakhand 50810 7.70 Delhi - East 47348 7.18 Delhi - South 45944 6.96 Delhi - west 45193 6.85 Haryana - 1 41824 6.34 Haryana- 2 36708 5.56 Delhi - North 34892 5.29 Zirakpur 30501 4.62 U.P- NCR 26467 4.01 Bihar 19018 2.88 J& K 18576 2.82 U.P- East 15898 2.41 Delhi - Central 15562 2.36 Rajasthan - 1 13396 2.03 U.P- Central 13288 2.01 H.P 11406 1.73 Jharkhand 7017 1.06 M.P 6993 1.06 Rajasthan - 2 5210 0.79 West Bengal 4508 0.68 Raipur 3026 0.46 Guwahati 2882 0.44 Gujarat 1917 0.29 Odisha 1417 0.21 659799 100
  • 13.
    13 How we developPickle category- Develop pickle category on the basis of 4p Product- Product Segmentation- Ourpickle isconsumedandpreferredbyall segmentpeoplesinnorthIndiabutwe wantto change this mindsetandgo withnewmarketwithnewregional taste andpresences because pickle isverycompetitive category which80% isunorganizedmarketrestof 20% isorganizedwhere ineveryregionlocal pickleisverystrongdue to local taste sowe have to cater these categorywithlocal taste andcoverall Indian market. As a diversifiedpicklebrand,we offer Andhra Avakaya, KarnatakaCut Mango, Madras Thokku,KeralaMango,Bengali Mango,Punjabi Pancharanga,Gujarati MethiaMango, Maharashtra Mango, Gujarati Gorkeri, Choondo . Segmentation onthe basisof PurchasingGroup. Economycategory Super/General category Premiumcategory Olive oil category Regional category Seasonal category Catering/institutional category Segmentationonthe basisof Region. Northernregion - Southern Region - Madras Thokku -(SouthIndia) ,MangoChepni -(SouthIndia) , Lime Chutney -(SouthIndia) ,Lime - (SouthIndia) ,AndhraGinger-(SouthIndia) ,Sunflower oil mix pickle -(SouthIndia) Central Region - Mustard seedsmix pickle -(Central India) EasternRegion- Tomato -(EastIndia) ,Koku(Mangoginger) -(EastIndia) , Drumstik -(EastIndia) , Lime chilli -(East India) WesternRegion- Gudkari -Mangosliced -(WestIndia) ,Gudkari –Mango& Gud -(WestIndia) , Gangura -(WestIndia) , Chunda -(WestIndia)
  • 14.
    14 Price- Currentlywe have singlepricingstrategywhichisnotfitforall marketand all areas sowe move on multiple pricing strategies withmultiple products. Pricing Strategies- we donotchange ourcurrent productpricingbut we introduce new productwithnew pricingandwe have to change our pricing2 timeseveryyearinthe gap of every6 monthwhichisbuiltgoodimage inretail marketbecause a lotof retailersaidthatyourpricesincreasingeverymonth. Economypricing PremiumPricing Place- Currentlyourdistributionnetworkandbase isstronginnorthIndianmarketbut we needtofocusin newmarket. Distribution: We aimto take current distributionof 27.7% to 40%, withthe helpof differentplannedmarketingactivities and approachof salesteam. We will alsosetprioritymarkets&objectivetodevelopthese markets: ClusterA: HighVolume,HighPotential (UP,UK, Delhi,Punjab,Haryana) ClusterB: Low Volume,HighPotential (Rajasthan,Bihar,Jharkhand,MP,Odisha,West Bangal,Gujrat) ClusterC: Low Volume,LowPotential ( Jharkhand,Guwahati,Himachal Pradesh,J&K) ClusterD: UncoveredMarket or newmarket South& Central Indian market is not covered by our company which is a lot of purchasing power and market potential also like population of these states % contribution in population of India Maharashtra-9.28%, Tamil Nadu- 5.96%, Karnataka-5.05%, Andhra Pradesh- 4.08% , Telangana- 2.97%, Kerala-2.76% Priorityof marketdone on the basisof past salesachieved and acceptance of productin market.
  • 15.
    15 Market Research MarketingResearch:To avoidallthe assumptions,furtherdevelopmentsonproductswill take upwiththe helpof market research,whichwill basedtostudyfollowingpoints: Productquality: (Color,Texture,Aroma,Taste, Aftertaste) Packaging: (CurrentPackaging,Differentiationwithotherpackaging, Brand recall productwise. To knowthe clear phase of product:Awareness –Consideration - TrailsorRepeatphase. QUESTIONNAIREFOR THE CONSUMER FOR PICKLE CONSUMPTION SURVEY Household no.: GENERAL ASPECTS: Date: NAME OF THE RESPONDENT: 3. AGE: ADDRESS: ..................................................., 4. OCCUPATION: ................................................................, ............................................................... PHN No.: ...................................... TOTAL No. OF FAMILY MEMBERS: ..................................... AGE GROUP No. OF MEMBERS CHILDREN(1-20) ADULT AGE GROUP(20-35) MIDDLE AGED GROUP(35-50)
  • 16.
    16 OLD AGED GROUP(50-80) PICKLEASPECTS: DO YOU CONSUME PICKLES? a. Yes b. No 7. WHICH TYPE OF PICKLE YOU PREFER? a. Readymade b. Home-made 8. WITH WHICH FOOD OF THE ITEM YOU WOULD LIKE TO HAVE THE PICKLE? a. Parata b. Chapatt c. Rice d. Bread e. Khakhra f. Others 9. HOW OFTEN YOU PREFER THE PICKLE? (Tick the appropriate choice) S. No. FLAVOUR OF THE PICKLE HABITUATED FREQUENT RARELY NEVER 1. Mango 2. Mixed 3. Garlic 4. GreenChilli 5. Khatta Meetha 6. Tangy Lime 7. StuffedRed Chilli 8. SweetLime 9. Amla 10. Karela 11. Dela 12. SweetMango
  • 17.
    17 13. Lime 14. OnionPickle 15.Any Other 10. PREFERENCE FOR THE VARIOUS FLAVOURS OF PICKLES IN YOUR HOUSEHOLD (RANK IT): RANK S.No. FLAVOUR OF PICKLE 1 2 3 4 5 6 7 8 9 10 11 12 13 15 1. Mango 2. Mixed 3. Garlic 4. GreenChilli 5. Khatta Meetha 6. Tangy Lime 7. StuffedRed Chilli 8. SweetLime 9. Amla 10. Karela 11. Dela 12. SweetMango 13. Lime 14. OnionPickle 15. Any Other
  • 18.
    18 11. HOW FREQUENTLYYOU PURCHARSE THE PICKLE? a. weekly b. Biweekly c. once in three weeks d. Once in four weeks e. once in 2 months f. Once in 6 months g. Once in a year 12. WHERE DO YOU PURCHASE THE PICKLE? And how far is the place from here? Ans........................................................................................................................................................................... 13. WHAT DO YOU OBSERVE WHILE PURCHASING THE PICKLE? a. Price b. Packaging c. Brand d. Certification e. Oil content 14. IN HOW MUCH QUANTITY YOU PURCHASE THE PICKLE? a. 100gm b. 200gm c. 400gm d. 1 kg e. Any other 15. WHAT IS THE PRICE YOU CAN AFFORD FOR PURCHASING 200gm PICKLE OF ANY FLAVOUR? Ans........................................................................................................................................................................... 16. WHETHER THE PRICE THAT YOU PAY FOR PURCHASING OF ANY VOLUME OF PICKLE IS WORTH FOR YOU? Ans........................................................................................................................................................................... 17. WHETHER YOU PREFER THE PICKLES IN SACHETS OR BOTTLES? a. sachets b. bottles 18. WHETHER YOU CHANGE THE FLAVOUR OF YOUR PREFERENCE FOR THE PICKLE AS PER THE SEASON? a. yes b. No 19. IF YES, WHAT ARE THE FLAVOURS YOU PREFER IN DIFFERENT SEASONS? Ans: .................................................................................................................................................. 20. WHETHER YOU PREFER PICKLE WITH EXCESS AMOUNT OF OIL? a. yes b. No 21. WHETHER YOU PREFER PICKLE WITH EXCESS AMOUNT OF CHILLI POWDER? a. yes b. No 22. WHETHER YOU PREFER SACHETS OR THE SEALED BOTTLES? GIVE REASONS? a. sachets b. bottles ..................................................................................................................................................................................................................... ...............................................................................................................................................
  • 19.
    19 23. THE BRANDYOU PREFER IN PICKLE? a. TOPS PICKLE b. MOTHER PICKLE c. NILONS d. OTHERS (PLEASE SPECIFY) 24. WHY YOU PREFER THE PICKLE OF THAT BRAND ONLY? Ans: ..................................................................................................................................................... 25. ARE YOU SATISFIED WITH THE PRICE FOR THE BRAND THAT YOU PREFER? a. Yes b. No 26. DO YOU CHECK VARIOUS QUALITY CHECKS (like PFA, ISO, ISI, AGMARK etc...,) BEFORE BUYING PICKLES FROM THE MARKET? a. Always b. Sometimes c. Never 27. DO YOU LOOKK FOR MANUFACTURING AND EXPIRY DATE BEFORE BUYING THE PRODUCT? a. Always b. Sometimes c. Never 28. IF A NEW BRAND PICKLE WITH ALL FLAVOURS ENTERS INTO THE MARKET, YOU PREFER IT? a. YES b. NO 29. IF YES, WHAT ARE THE ATTRIBUTES YOU WANT IN THE PICKLE? IF NO, WHY? Ans: ______________________________________________________________________________________ 30. FROM WHERE DID YOU GET THE INFORMATION REGARDING PICKLE/ WHO INFLUNCES YOUR PURCHASE DECISION? a. T.V. b. NEWSPAPER c. CINEMA d. RADIO e. HOARDINGS f. ADVERTISEMENTS ON BUS g. PAMPHLETS h. WALL PAINTING i. WORD OF MOUTH j. SOCIAL MEDIA k. SALES MAN l. ANY OTHER (PLEASE SPECIFY) ECONOMIC ASPESTS: 31. MONTHLY INCOME OF THE FAMILY: Rs ........................./- 32. TOTAL AMOUNT OF MONTHLY INCOME SPENT ON THE CONSUMPTION OF FOOD: Rs .........................../- 33. TOTAL AMOUNT SPEND ON PICKLES FROM THE TOTAL AMOUNT SPEND ON CONSUM -PTION OF FOOD : Rs .........................../- THANKING YOU SIR
  • 20.
    20 SIGNATURE OF THERESPONDENT: TIME AND DATE: PARTI: DATA ANALYSIS PLAN FORHOUSEHOLDS: To know how many types of pickle a consumer eat To know the frequency of consumption of pickles To know the rank of mother’s pickle To know the rank of Nilons pickle To know the rank of Tops pickle To know the post consumption satisfaction To know the quantity of pickles consumed To know if consumer looks for quality checks certifications To know the food items with which the pickles are consumed To know the order of preference of various factors while buying pickles like packaging, price, brand, certification, oil content. To know about the different attributes they want in new branded pickle Satisfaction of price with quality To know about the pickle purchasing point for the consumers To know the preference of consumers for packaging Satisfaction from flavors of pickle To know about the information sources to the household about the different types of pickles respondent’s perception about pickles income group of respondents gender of respondent age of respondent Questionnaire for the Retailer /Channel Partner: Retailer no.: Date: NAME OF THE RESPONDENT: 3. AGE: ADDRESS: ...................................................,
  • 21.
    21 ................................................................, ............................................................... PHN No.: ...................................... 4.FOR HOW MANY YEARS YOU ARE IN THIS PICKLE BUSINESS? Ans: ........................................................... 5. WHAT ARE THE DIFFERENT TYPES OF PICKLES YOU SOLD? a. MIXED b. GREEN CHILLI c. MANGO d. TOMATO e.GINGER f. LIME g. GARLIC h.. SWEET LIME i. DELA j. SRC k. KHATTA MEETH l.SWEET MANGO m.MASHROOM n.AMLA o. ANY OTHER 6. WHAT IS THE PICKLE YOU SELL MOST IN ONE DAY? , RANK IT a. MIXED b. GREEN CHILLI c. MANGO d. TOMATO e.GINGER f. LIME g. GARLIC h.. SWEET LIME i. DELA j. SRC k. KHATTA MEETH l.SWEET MANGO m.MASHROOM n.AMLA o. ANY OTHER 7. WHY THAT 1ST RANKED PICKLE IS SOLD IN MORE QUANTITY PER DAY? Ans: ..................................................................................................................................................................................................................... ..................................................................................................................................................................................................................... ........................................................... 8. IN HOW MANY DAYS YOU SELL 1 Kg PICKLE? AND GIVE REASONS FOR IT Ans: ..................................................................................................................................................................................................................... ..................................................................................................................................................................................................................... ............................................................ 9. WHAT ARE THE BRANDS OF PICKLES YOU PURCHASE FROM THE DISTRIBUTOR? a. NILONS PICKLE b. MOTHER PICKLE c. TOPS d. OTHERS (PLEASE SPECIFY) 10. WHETHER THE DISTRIBUTOR COMES TO YOU? a. yes b. no
  • 22.
    22 11. DO YOUTHINK THE PRICE THAT IS FIXED IS AFFORDABLE TO THE CONSUMER? GIVE REASONS? a. yes b. No ..................................................................................................................................................................................................................... .......................................................................................................................................... 11. WHAT ARE THE QUALITY PARAMETERS THAT YOU PREFER WHILE PURCHASING THE PICKLE? Ans: a. ................................................................................................................................ b. ............................................................................................................................... c. ................................................................................................................................ 12. DO YOU SELL BOTH THE READYMADE AND ALSO THE HOME-MADE PICKLE? a. YES b. NO 13. WHAT IS THE DIFFERENT RANGE OF SACHETS/BOTTLES YOU PREFER TO PURCHASE? a . 100gm b. 200gm c. 250gm d. 500gm 14. IF A NEW BRAND PICKLE WITH ALL FLAVOURS ENTERS INTO THE MARKET, YOU PREFER IT? a. YES b. NO 15. IF YES, WHAT ARE THE ATTRIBUTES YOU WANT IN THE PICKLE? IF NO, WHY? Ans: ______________________________________________________________________________________ 16. FROM WHERE DID YOU GET THE INFORMATION REGARDING PICKLE/ WHO INFLUNCES YOUR PURCHASE DECISION? a. T.V. b. NEWSPAPER c. CINEMA d. RADIO e.HOARDINGS f. ADVERTISEMENTS ON BUS g. PAMPHLETS h. WALL PAINTING i. WORD OF MOUTH j. SOCIAL MEDIA k. SALES MAN l. ANY OTHER (PLEASE SPECIFY) THANKING YOU SIR SIGNATURE OF THE RESPONDENT: TIME:
  • 23.
    23 PARTK: DATA ANALYSISPLANFORRETAILER: To know for how long he is in the pickle business To know about the different types of flavor of pickles he sells to the consumers To know the pickle that is sold very much in a day To know the reasons why that particular pickle is sold very much in a day To know the different brands he prefers to sell to the consumers To know whether the distributor comes to his shop or not To know about the price that is fixed by the brand is affordable to the consumeror not What are the quality parameters that he observes while purchasing the pickles from the distributor To know about the products sold i.e.., readymade or the home made pickle To know about the different attributes they want in new branded pickle To know about the information sources to him about the different types of pickles PART L: QUESTIONNAIRE FOR THE INSTITUTIONAL BUYER serial no. : _ _ _ date: _ _ _ _ _ _ _ NAME OF THE RESPONDENT: _ _ _ _ _ _ _ _ __ _ _ _ _ _ _ 3. OCCUPATION: ADDRESS: _ _ _ _ _ _ _ _ _ _ __ _ _ _ _ _ _ 4. AGE: _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ ___ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ 5. DO YOU USE PICKLES IN YOUR INSTITUTION? a. yes b. No 6. IF YES, WHAT ARE THE FLAVOURS YOU USE IN YOUR INSTITUTION? a. MIXED b. GREEN CHILLI c. MANGO d. TOMATO e.GINGER f. LIME g. GARLIC h.. SWEET LIME i. DELA j. SRC k. KHATTA MEETH l.SWEET MANGO m.MASHROOM n.AMLA o. ANY OTHER p. OTHERS, SPECIFY _ _ _ _ _ _ _ _ _ _ _ 7. WHAT IS YOUR PICKLE PURCHASING POINT? a. RETAILER SHOP b. DISTRIBUTOR 8. HOW FAR IS THE PLACE OF THE RETAILER SHOP OR THE DISTRIBUTOR SHOP? Ans: _______________________ _______________________________________________________
  • 24.
    24 9. WHAT ISTHE FLAVOUR OF THE PICKLE YOUR CONSUMERS PREFER MOST? RANK IT RANK S.No. FLAVOUR OF PICKLE 1 2 3 4 5 6 7 8 9 10 11 12 13 15 1. Mango 2. Mixed 3. Garlic 4. GreenChilli 5. Khatta Meetha 6. Tangy Lime 7. StuffedRed Chilli 8. SweetLime 9. Amla 10. Karela 11. Dela 12. SweetMango 13. Lime 14. OnionPickle 15. Any Other 10. WHAT ARE THE REASONS FOR RANKING THAT PICKLE AS No. 1 , IS THERE ANY REASONS? Ans: __________________________________________________________________________________________________________________ __________________________________________________________________________________________________________________ ______________________________ 11. WHAT IS THE TOTAL QUANTITY OF PICKLES YOU PURCHASE FOR ONE MONTH?
  • 25.
    25 Ans: ____________________________________________________________ 12. DOYOU PURCHASE HOME MADE PICKLES? a. YES b. NO 13. IF YES, HOW MUCH QUANTITY YOU PURCHASE AS HOME MADE PICKLES? Ans: ____________________________________________________________ 14. WHICH BRAND YOU PREFER? a. NILONS b. MOTHER c. TOPS d. OTHERS (PLEASE SPECIFY) 15. WHY YPU PREFER THAT BRAND, GIVE REASONS? Ans: __________________________________________________________________________________ 16. WHETHER YOU PREFER THE BOTTLES OR THE TINS? WHY? Ans: __________________________________________________________________________________ 17. WHETHER THE PRICE FOR YOU IS WORTH FUL TO YOU? GIVE REASONS Ans: __________________________________________________________________________________ 18. IF A NEW BRAND PICKLE WITH ALL FLAVOURS ENTERS INTO THE MARKET, YOU PREFER IT? a. YES b. NO 19. IF YES, WHAT ARE THE ATTRIBUTES YOU WANT IN THE PICKLE? IF NO, WHY? Ans: ______________________________________________________________________________________ 20. FROM WHERE DID YOU GET THE INFORMATION REGARDING PICKLE/ WHO INFLUNCES YOUR PURCHASE DECISION? a. T.V. b. NEWSPAPER c. CINEMA d. RADIO e.HOARDINGS f. ADVERTISEMENTS ON BUS g. PAMPHLETS h. WALL PAINTING i. WORD OF MOUTH j. AGENTS k. SALES MAN l. ANY OTHER (PLEASE SPECIFY) PARTM: DATA ANALYSIS PLAN FOR INSTITUTIONAL BUYER: To know about the different flavors of pickles used in the institution To know the purchasing point for the institutional buyer To know about the preference of the consumers for different flavors of pickle. To know the reasons why the consumers prefer that pickle most
  • 26.
    26 To know whetherhe prefers the home made pickle or the readymade pickles To know the proportion of homemade pickles and the readymade pickles To know the brand of the pickle he prefers To know about the different attributes they want in new branded pickle To know about the information sources to him about the different types of pickle Budgeting Current Sales of Pickle in CB- 659799 Current Sales of Pickle in Rs.- 46.18 Cr Budget required for brand development- 6% of total current sales
  • 27.
    27 Budget in Rs.-2.78 Budgets Required: A. PROMOTION (ATL +BTL) ATL: TV Campaign 1. Objective: To create brand awarenessforIDPamongstconsumersatall Indialevel bynew Adcommercial. Total InvestmentBudgeted 14000000 Total Mediabudget 14000000 FocusMarkets A+B+C+D (forshow/channelselection) Total AirWeeks StartingMonth OCT-16 TVC Run 20, 10 sec Press Ads: Objective: To create brandawarenessthroughpressinprioritymarkets Total PressBudget Rs. 1000000 FocusMarkets A+B
  • 28.
    28 BTL: - Objective: Togetmaximumnumberof touchpointswiththe consumers. Thiswill facilitatethe same andgenerate consumerinterestandconsumer trials. Cluster C. Direct Contact Program – Sampling(in Prioritystates)  Home to Home Sampling – in SelectCities; BudgetAllocation:- Rs. 104,400/- ClusterB+C . Dealer Boards – Outdoor (inPriority States)  Brand visibility through dealer boards – Starting with Priority towns. B4. Retail POP Objective: Generating highlevel of BrandVisibilityatthe retail level Total Investment Budgeted Rs 635,449 POP: 100000 Danglers - (Rs. 300000)  Total 100000 Danglersto each RS @ Rs 3/ Danglers.  Geography: All India POP Form II: 11182 Banners: - Rs. 335449/-  11182 Bannerstoeach RS @ Rs 30/ Banners  Geography: All India Budget Required Total Budgeted Amount 1632000 Focus Markets B+C Total No. of Boards 2000 1 Board Size 8X3=24 Per Sqr Fit @34 34X24=816 816X2000
  • 29.
    29 ATL Spend TV Ad14000000 Newspaper Ad 1000000 Total ATL 15000000 BTL Spend Consumer offer in 200&400@72 Per CB 6,567,708 Boards no.@34@8x3-2000 1632000 Sampling & Trails 104,400 Launch & Road show 1,000,000 ASM Budget in 1kg@5Rs/CB 1,551,643 ASM Budget in 5kg@10Rs/CB 308,799 Pickle Junction & Display 1,000,000 POP 635,449 Total BTL 12,800,000 Total budget required ATL+BTL 27,800,000
  • 30.