tops pickle brand plan

Tops PickleBrand Plan

2015-16

Table of Contents:

1

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 Perception towards the Brand etc)

SWOT Analysis of category……………………………… 8

Competitive analysis……………………………………... 9

Brand Contribution………………………………………. 10

(Category Sales Contribution/SKUs Sales Contribution)

Category Sales- States Contribution…………………….. 11

Strategies to develop category…………………………… 13

(Challenges to Address through- tactical & thematically marketing Strategy)

Detailed activity planner to build the brands……………. 14

(Product, Price, Distribution & Planned Promotions)

Market research………………………… 16

(Questionnaire for consumer, Questionnaire for retailer, Questionnaire for intuitional)

Budgets require to drive the brand……………………… 27

Introduction of Pickle-

2

The preservation of food in common salt or in vinegar is known as pickling.

It is one of the most ancient methods of preserving fruits and vegetables Pickles are good appetizers and add to the palatability of a meal. They stimulate the flow of gastric juice and thus help in digestion.

They are prepared with salt, vinegar, oil or with a mixture of salt, oil, spices and vinegar.

History of Pickle-

Pickling began 4000 years ago using cucumbers native to India. This was used as a way to preserve food for out-of-season use and for long journeys, especially by sea. Salt pork and salt beef were common staples for sailors before the days of steam engines. Although the process was invented to preserve foods, pickles are also made and eaten because people enjoy the resulting flavors. Pickling may also improve the nutritional value of food by introducing B vitamins produced by bacteria

Tops pickle - TOPS 21 VARIANT OF PICKLES

USP- Made the traditional way, with fresh selected fruit, vegetables, Indian spices. Preserved in hygienically Mustard oil & salt.

Pickle SKUs

Variants SKUs

Regular Variants

Mixed ,Mango, Mango Longi (with heeng), Teekha Mengo, Tangy Lime, Sweet Lime, Lime Digestive, Lime Ginger Green Chilli, Lime Green Chilli, Green Chilli, G.G.S K/M.

100g, 200g( Pouch)

200g & 400g (Bottles),

1Kg(Jar)

Mixed & Mango 5Kg ( Jar )

Special Variants

SRC, Ginger Punjabi, Garlic 200g & 400g (Bottles),1kg (Jar)

Mango Chutney 250GM & 500GM

3

https://en.wikipedia.org/wiki/B_vitamins

https://en.wikipedia.org/wiki/Staple_food

https://en.wikipedia.org/wiki/Salt_beef

https://en.wikipedia.org/wiki/Salt_pork

Brand Equity Chart:

Tops Pickle - Brand Equity Chart

Mission To become a brand of India, known for its best quality, taste & customer satisfaction.

VisionTo become a brand of all India presence and 110cr in next 3yrs from, current scenario of 46.18cr, with the annual growth rate of upto 40%.

Core Value Quality A grade Mustered oil 21 verities Purity Fresh & Fine

Positioning Statement

"Range of 21 Pickles"– Tagline which defines 21 verities of pickle, through its quality & richness. Or Need To work on new positioning statement.

Value PropositionAssured Quality- The North Indian taste with A grade mustard oil and spiciness with 21 ranges.

Tagline "Range of 21 Pickles"

4

1.2 Current Market Scenario:

With the above Report, we can estimate the Total Size of the organized market. 400cr by 2012

Total organized market Size of Pickle by 2015 = 440cr

5

Tentative Sale of Tops Pickle in category = 46.18 cr

Hence, we can estimate the Market Size of Tops in category = 10%

Consumer Profiling:

Age Profile: To develop Tops Pickle, we must focus on the larger base of consumers to make it a product between all age group Male & Female.

Primary Consumers : Female between the age group of 30-50yrs.

Secondary Consumers : All age group.

Focused Geography : Delhi/NCR/ Uttrakhand/ Uttar Pradesh/ Punjab/Haryana /Bihar

Economy & Class : SEC B+, B & C Category of customers.

Our pickle is consumed and preferred by all segment peoples in north India but we want to change this mindset and make a brand in consumer mind that this is India’s/world’s local pickle and develop local taste of all regions.

Classifications of Outlets for the Placements of Tops Pickle.

Types of market

Types of outlets

A B C

A Y Y Y

B Y Y Y

C Y Y N

6

Target Consumers:

Household- SSC A, SSC B , SSC C

Brand perception:

A low involvement product, consumers will always ready to try out new brand.

Consumer Behavioral -

The consumer behavior for this category. Usually consumers are hooked to a particular brand of pickles because 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 taste preference 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 taste to make us a local pickle of India.

7

Strengths-

21 Range of pickles.

State of the art manufacturing plant.

Robust distribution channel.

Strong Product length & SKU’s.

Brand acceptance in entire north region.

Weakness-

Over dependency on pickle for revenue generation.

Frequently changing distributors.

Rising manufacturing cost.

1 recipe for all.

Low Brand acceptance in other region.

Opportunities-

Increasing population & demand of market.

Brand extension & product extension.

8

A lot of untapped market.

Olive oil pickle segment.

Development of regional taste for other regions.

Threats-

Competition from local pickle or unorganized sector.

Different strategy adopted by competitors Like- Funtop-Less pricing strategy, Nilons&Mothers-Regional taste.

Costumer demand for less price product.

Increasing Market share of competitors.

Aggressive advertisement of competitors.

New entrant.

Competitive analysis-

Major Competitor -

9

Competitive factor

Tops Nilons Mothers Funtop

Years of Existence

1990 1962ADF 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 then 50 More then 43 6

SKU's5 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 equalComparatively equal

Comparatively equal

Comparatively less

Distribution Northan region All india All india Only some 10

state(Wholesale)

Product acceptability

UK,UP,MP,Delhi,Haryana, Punjab,Bihar,Jharkhand, Rajasthan

All india All india

UK,UP,MP,Delhi, Haryana, Punjab,Rajasthan (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 sauce so 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% SHARE IN 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

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Total 659799 100.00 17.59

States Contribution-

12

How we develop Pickle category-

Develop pickle category on the basis of 4p

Product-

Product Segmentation- Our pickle is consumed and preferred by all segment peoples in north India but we want to change this mindset and go with new market with new regional taste and presences because pickle is very competitive category which 80% is unorganized market rest of 20% is organized where in every region local pickle is very strong due to local taste so we have to cater these category with local taste and cover all Indian market . As a diversified pickle brand, we offer Andhra Avakaya, Karnataka Cut Mango, Madras Thokku, Kerala Mango, Bengali Mango, Punjabi Pancharanga, Gujarati Methia Mango, Maharashtra Mango, Gujarati Gorkeri, Choondo .

Segmentation on the basis of Purchasing Group.

Economy category Super/General categoryPremium categoryOlive oil categoryRegional categorySeasonal categoryCatering/institutional category

Segmentation on the basis of Region.

Northern region - Southern Region - Madras Thokku -(South India) , Mango Chepni -(South India) , Lime Chutney -(South India) , Lime -(South India) , Andhra Ginger -(South India) , Sunflower oil mix pickle -(South India)

Central Region - Mustard seeds mix pickle -(Central India)

Eastern Region- Tomato -(East India) ,Koku (Mango ginger) -(East India) , Drumstik -(East India) , Lime chilli -(East India)

Western Region- Gudkari -Mango sliced -(West India) ,Gudkari –Mango & Gud -(West India) , Gangura -(West India) , Chunda -(West India)

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Price-Currently we have single pricing strategy which is not fit for all market and all areas so we move on multiple pricing strategies with multiple products.

Pricing Strategies- we do not change our current product pricing but we introduce new product with new pricing and we have to change our pricing 2 times every year in the gap of every 6 month which is built good image in retail market because a lot of retailer said that your prices increasing every month.

Economy pricingPremium Pricing

Place-Currently our distribution network and base is strong in north Indian market but we need to focus in new market.

Distribution: We aim to take current distribution of 27.7% to 40%, with the help of different planned marketing activities and approach of sales team.

We will also set priority markets & objective to develop these markets:

Cluster A: High Volume, High Potential

(UP, UK, Delhi, Punjab , Haryana)

Cluster B: Low Volume, High Potential

(Rajasthan,Bihar, Jharkhand , MP, Odisha , West Bangal, Gujrat)

Cluster C: Low Volume, Low Potential

( Jharkhand, Guwahati,Himachal Pradesh, J&K)

Cluster D: Uncovered Market or new market

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%

14

Priority of market done on the basis of past sales achieved and acceptance of product in market.

https://en.wikipedia.org/wiki/Kerala

https://en.wikipedia.org/wiki/Telangana

https://en.wikipedia.org/wiki/Andhra_Pradesh

https://en.wikipedia.org/wiki/Karnataka

https://en.wikipedia.org/wiki/Tamil_Nadu

https://en.wikipedia.org/wiki/Maharashtra

Market ResearchMarketing Research: To avoid all the assumptions, further developments on products will take up with the help of market research, which will based to study following points:

Product quality : (Color, Texture, Aroma, Taste, After taste)

Packaging : (Current Packaging, Differentiation with other packaging,

Brand recall product wise.

To know the clear phase of product: Awareness – Consideration - Trails or Repeat phase.

QUESTIONNAIRE FOR 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)

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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. Green Chilli

5. Khatta Meetha

6. Tangy Lime

7. Stuffed Red Chilli

8. Sweet Lime

9. Amla

10. Karela

11. Dela

12. Sweet Mango

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13. Lime

14. Onion Pickle

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. Green Chilli

5. Khatta Meetha

6. Tangy Lime


8. Sweet Lime

9. Amla

10. Karela

11. Dela

12. Sweet Mango

13. Lime

14. Onion Pickle

15. Any Other

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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

.....................................................................................................................................................................................................................

...............................................................................................................................................

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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

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SIGNATURE OF THE RESPONDENT:

TIME AND DATE:

PART I: DATA ANALYSIS PLAN FOR HOUSE HOLDS:To know how many types of pickle a consumer eatTo know the frequency of consumption of picklesTo know the rank of mother’s pickleTo know the rank of Nilons pickleTo know the rank of Tops pickleTo know the post consumption satisfactionTo know the quantity of pickles consumedTo know if consumer looks for quality checks certificationsTo know the food items with which the pickles are consumedTo 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 pickleSatisfaction of price with qualityTo know about the pickle purchasing point for the consumersTo know the preference of consumers for packagingSatisfaction from flavors of pickleTo know about the information sources to the household about the different types of picklesrespondent’s perception about picklesincome group of respondentsgender of respondentage of respondent

Questionnaire for the Retailer / Channel Partner: Retailer no.:

Date:

NAME OF THE RESPONDENT: 3. AGE:ADDRESS: ...................................................,

20

................................................................,

...............................................................

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




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

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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


a. YES b. NO


Ans: ______________________________________________________________________________________


a. T.V. b. NEWSPAPER c. CINEMA d. RADIO e.HOARDINGS


j. SOCIAL MEDIA k. SALES MAN l. ANY OTHER (PLEASE SPECIFY)

THANKING YOU SIR

SIGNATURE OF THE RESPONDENT:

TIME:

PART K: DATA ANALYSISPLAN FOR RETAILER:To know for how long he is in the pickle business

22

To know about the different types of flavor of pickles he sells to the consumersTo know the pickle that is sold very much in a dayTo know the reasons why that particular pickle is sold very much in a dayTo know the different brands he prefers to sell to the consumersTo know whether the distributor comes to his shop or notTo know about the price that is fixed by the brand is affordable to the consumer or notWhat are the quality parameters that he observes while purchasing the pickles from the distributorTo know about the products sold i.e.., readymade or the home made pickleTo know about the different attributes they want in new branded pickleTo know about the information sources to him about the different types of picklesPART 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?




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: _______________________ _______________________________________________________

9. WHAT IS THE FLAVOUR OF THE PICKLE YOUR CONSUMERS PREFER MOST? RANK IT

23

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. Green Chilli

5. Khatta Meetha

6. Tangy Lime


8. Sweet Lime

9. Amla

10. Karela

11. Dela

12. Sweet Mango

13. Lime

14. Onion Pickle

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?

Ans: ____________________________________________________________

12. DO YOU PURCHASE HOME MADE PICKLES?

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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: __________________________________________________________________________________


a. YES b. NO


Ans: ______________________________________________________________________________________


a. T.V. b. NEWSPAPER c. CINEMA d. RADIO e.HOARDINGS


j. AGENTS k. SALES MAN l. ANY OTHER (PLEASE SPECIFY)

PART M: DATA ANALYSIS PLAN FOR INSTITUTIONAL BUYER:To know about the different flavors of pickles used in the institutionTo know the purchasing point for the institutional buyerTo know about the preference of the consumers for different flavors of pickle.To know the reasons why the consumers prefer that pickle mostTo know whether he prefers the home made pickle or the readymade picklesTo know the proportion of homemade pickles and the readymade picklesTo know the brand of the pickle he prefers

25

To know about the different attributes they want in new branded pickleTo 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

Budget in Rs.- 2.78

Budgets Required:26

A. PROMOTION (ATL + BTL)

ATL:

TV Campaign1. Objective: To create brand awareness for IDP amongst consumers at all India level by new Ad commercial.

Total Investment Budgeted 14000000

Total Media budget 14000000

Focus Markets A+B+C+D

(for show/channel selection)

Total Air Weeks

Starting Month OCT-16

TVC Run 20, 10 sec

Press Ads:

Objective: To create brand awareness through press in priority markets

BTL: - Objective: To get maximum number of touch points with the consumers.This will facilitate the same and generate consumer interest and consumer trials.

27

Total Press Budget Rs. 1000000

Focus Markets A+B

Cluster C. Direct Contact Program – Sampling (in Priority states) Home to Home Sampling – in Select Cities ; Budget Allocation: - Rs. 104,400/-

Cluster B+C . Dealer Boards – Outdoor (in Priority States)

Brand visibility through dealer boards – Starting with Priority towns.

B4. Retail POPObjective: Generating high level of Brand Visibility at the retail level

Total Investment Budgeted Rs 635,449

POP: 100000 Danglers - (Rs. 300000) Total 100000 Danglers to each RS @ Rs 3/ Danglers. Geography : All India

POP Form II: 11182 Banners: - Rs. 335449/- 11182 Banners to each RS @ Rs 30/ Banners Geography : All India

Budget Required

ATL Spend

TV Ad 14000000

Newspaper Ad 1000000

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Total Budgeted Amount 1632000Focus Markets B+C

Total No. of Boards 20001 Board Size 8X3=24

Per Sqr Fit @34 34X24=816816X2000

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

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