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Introduction of NON VEG. PICKLES in the MARKET

by:Nitya Garg

IBS Business School Gurgaon

Introduction• A pickle is specialties of India and assumes important position in the Indian Cuisine.

• Pickles enhances the tastes of the meal and increases the satisfaction after every meal. • Non veg. pickles are prepared from chicken, muton and sea foods and they supplement the food with vitamins and minerals. • They are generally spicy but some are sweet also. They are table enriches.

NATURAL PICKLES

Name: NON –VEG FLAVOURS Promising manufacturing unit of non veg

pickles.Superior in terms of taste , aroma and

quality.It is registered with food licence with

municipality.We provide superior quality checks.Though the availability of pickles is there,

but90% is online and the rest are homemade.First you taste , then you buy.

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OBJECTIVES OF CHOOSING

NON-VEG FLAVORS

It is hygienic in nature.It has variety of tastes and flavours.It is major part of Indian cuisine.Will be Easily available.It is tasty and has natural preservatives

Pickles are perfect partner for a well made meal and a 'perker-upper' for a not so perfect

one !!

Our Mission

To serve a product of choice. To provide our customers with quality

products made with the best ingredients that meets market demands.

To make Non-veg pickle popular and a part of regular diet of the consumers.

Pros & Cons of Non Veg Pickles :Pros : More Nutritious and healthy Much more tastier in comparisson to Veg Pickle.

Cons: Lesser durablity i.e need to consume in a mean time. Some non-veg pickle have foul smell. Eg: Fish pickle. More expensive and lesser avlaiblity.

Varients Of Non Veg Pickels

Chicken Pickle Prawn Pickle Fish Pickle Mutton Pickle

Location

Present location we surveyed in the gurgaon and sub urban areas are :

oKapaseda extension

oSohana Road

oPalam Vihar

oSector 17

oSectror 71

oSecor 72

oSector 21 oSector 22

oSector 23

oSector 52

oSector 57

oSector 39

Present Market Share

22

4.5

59

14.5

Veg Pickle

Non Veg Pickle

Mix fruit Pickle

Chutneys

37

13

46

4

Hotels/Rest.

Students

Families

Street Vendors

Our Plan

We will boost existing dull sale of Non Veg Pickles and will make it common.

Publicity of the product and increase its current avlaiblity in the market.

We will also give free samples and other offers to promote our product.

We will also sell our product through channel of direct distribution to Vendors, Retailors and Customers.

Market ResearchThese products have very good market

potential as they are consumed in most of the households, restaurants, other eateries, clubs, hostels etc.

They are sold through many outlets like grocery shops, departmental stores etc.

The average consumption of pickles is around 2 kg’s. per family per year.

Sales are less due to unavlaiblity of Non Veg Pickles.

High potential of the product if planned strategy is made to promote the product.

Strength –Naturals pickles are homemade.

The cost of our product is also lower as compared to other pickles. 

Weakness –

This product is new introduced in market. As a result it has to compete with other old and well known products which consumers have been using.

SWOT Analysis

Opportunities –

There are good opportunities of profits as consumers would like to buy a lower priced product.

This product will be demanded  in retail shops & super markets as a result.

There are opportunities of expansion of the firm too with production at a larger scale.

Threats –The threats would be the other famous & demanded pickles brand that already exists in the market.

People are used to the taste of their product. 

Target Audience HousewivesChefs and cooksRestaurants CanteenWholesalersRetailersFast food stallsShops

Competitors

Our competitors are all the

leading brands like: Mother recipeNilonsPriya pickles

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Customer SurveyFrom the survey it has been recorded that

maximum number of the people does not know about the availability of such product in the market due to its poor marketing strategy.

Some areas like kapaseda ,etc has religious issues where people are not even interested listening to the name even.

Youth’s feedback was considered as positive , if given the chance and availability they would definitely try the product.

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Data ANALYSIS AND INTERPRETATION

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Consumption of Pickles

99.3

0.700000000000001

Consumption of Pickles

yesno

Analysis:-

Almost everyone use and buy pickles, except 1 of them out of 150 respondents. That means pickles are universally acceptable product.

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Types of pickles

41.33

58.67

Types of Pickles

Home madeReady made

Analysis:-Almost 59% of the people prefer homemade pickles rather than buying from outside because they can vary various parameters according to their tastes and preferences. Whereas approx.. 41% people prefer ready made pickles due to their busy life.

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Packaging

16.3

27.4

9.67

9.67

Packaging

100 gms200 gms250 gms500 gms

Analysis:-People prefer buying 250gms pack the most because they are economical and quantity is also optimum. Next preferred packaging is 200gms, then 500gms and in the end 100gms. The reason for 100gms being least preferred is that because normally a family contains 3-4 members and hence 100gms isn’t sufficient for them.

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Quality Certification

53.22

37.09

9.67

Quality Certification

AlwaysSometimesNever

Analysis:-Since awareness and education among people is increasing day by day, more than half of the people really check for the certification from the various food quality organizations like FPO, FPA, and ISO etc.

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Tastes & Preferences

Yes No0%

5%

10%

15%

20%

25%

30%

35%

30%

20%

Tastes & Prefernces

Analysis:-30% people prefers non-veg pickles, whereas, just 20% people do not prefer non-veg pickles.

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Conclusion On analyzing the potential growth in the

market we have decided to make the product popular by improving its market penetration.

In the end we were successful implementing the product in the following shops:

1. Sector14: Karim’s and Honey Money Top2. Sector 22: Dhabha Patthonda.3. Sector 23: Biryani Paradise and Delight

Express.

THANK YOU