bedekar’s pickles
TRANSCRIPT
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BEDEKAR’S PICKLESBEDEKAR’S PICKLES
99 yrs of success.
Started with trading in spices.
One of India’s leading “ethnic food brands”.
Synonymous with pickles.
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An overview…An overview…
Current operations.
Exports.
HACCP. & ISO22000 certification.
Codex norms. (W.T.O. norms).
Regulating bodies.
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Products…Products…
Lime pickles
Mixed pickles
Mango pickles
Green chilly pickles
Avakkai mango pickles
Lime-chilly pickles
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Products cont…Products cont…
Mango-chilly pickles
Lime (sweet) pickles
Mango (sweet) pickles
Vadu mango pickles
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Globalization…why???Globalization…why???
Profit maximization
Global presence
Expansion & diversification
Achieve economies of scale
Competitive advantage
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Potential markets…Potential markets…
•Mauritius.
•U.A.E.
•Canada.
•U.K.
•U.S.A.
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U.S.A. U.S.A. U.K. U.K.
1 US$ ≈ 48.69INR.
Indians 2nd largest Asian group.
Indian cuisine.
Western region.
1₤ ≈ 63.19INR.
4.37% population of U.K. is “Asian”… source- UK National Census .
Indian culture.
Northern India.
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15% of the total sales-revenue, comes from exports……of which10% is generated from U.S.A alone.
5%
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0
10
20
30
40
50
60
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100
1992 1994 1996 1998 2000 2002 2004*
Mill
ion
Lbs
0%
10%
20%
30%
40%
50%
60%S
hare of Total Imports
Canada
India
Mexico
U.S. Pickle Imports
*From January to September, 2004 Source:STAT-USA, 2004
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PICKLE EXPORTS 2007
SOURCE- APEDA
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Analysis.Analysis.
Political. : restriction on visas stable government
Socio-cultural: Americans adapt quickly consumer prefers time and quality
Economical. : trade relations. economic dialogue work force will be readily available
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S.W.O.T. analysisS.W.O.T. analysisSTRENGTH:•Goodwill
•Quality
•Networks
WEAKNESS:•Limited dominance in India
•Limited product line
OPPURTUNITIESThe increasing Indian restaurants.
Rapid growth of Asians-Indians.
THREATSSubstitutes
Entry of rivals
Changing tastes & preferences
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Launch Strategy Launch Strategy
When???
Why???
How???
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TransportationTransportation
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Marketing MixMarketing Mix
Product Price
Promotion Place
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Products Products
Lime pickles
Mixed pickles
Mango pickles
Green chilly pickles
Avakkai mango pickles
Lime-chilly pickles
Mango-chilly pickles
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Levels of product.Levels of product.
Core product
Actual product
Augmented product
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Packaging.Packaging.
Glass bottles
One-time-use sachet
No pouches
“A product of India”
Labels
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PlacePlaceRetail chains
Distribution channels.
E-Commerce.
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Price Price Early Discounts & schemes.
Rebates & coupons.
Market Penetration strategy
Psychological strategy
Bundles.
Different places, different prices
Price in states like N.J., N.Y, Florida, etc
Exception : California, Illinois.
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Prices of competitors.Prices of competitors.
Patak : $2.99 (298 gms)
Swad : $1.99(340 gms)
Ruchi: $2.29(300gms)
Pachranga:2.49(800 gms)
Our prices1 bottle : $1.992 bottles: $2.993bottles: $3.99
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Promotion Promotion
Food fairs.
Indian news papers.
Indian channels.
Community/Social gatherings.
Joint promotional campaigns.
Indian restaurants.
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Product & promotion Product & promotion strategiesstrategies
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CompetitorsCompetitorsADF Foods ltd.
Swad .
Patak.
Pachranga.
Ashoka.
Pravin.
Category A
Category B
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Strategies adopted.Strategies adopted.
Sponsored research.
Joint venture with gherkins manufacturing company.
Tie-ups with pizzerias, burger & sandwich joints.
Brand Obama.
Website/ E-commerce.
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Popeye’s Spinach flavor
Next stop- CANADA, U.K.
Start with a new product line in non-vegetarian pickles.
Capitalize on weaknesses and threats.
Explore the food-processing sector.
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Globalization comes with opportunities… …efficients makes things happen,
Others just see things happening!!!
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Presented by…Presented by…
MUKUND 18
ROHIT 34
ARPAN 45
NEEL 27
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Special thanks to…Special thanks to…
Microsoft corporation for power-point software
Mr Ajit bedekar- proprietor of V.P.BEDEKAR & SONS
APEDA
Google.com
Wikipedia
………………and many more…cant think of all
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