Asli Masaale Masaale Sach Sach Sach MDH Unique traditional blends of spices STP
Segment
All users users of Spices Spices
Target Group
Users of Traditional spices
Positioning
Traditional spices of India SWOT Analysis
Strengths
1 The MDH brand na!e is ver" #ell $no#n throughout India % It has a huge net#or$ of over 1&&& #holesalers and over '&&(&&& retail dealers in India ) The co!pan" has been involved in several charitable and social activities through its sister organi*ation #hich !aintains trust a!ongst its lo"al custo!er base ' MDH has beco!e s"non"!ous #ith the categor" of spices itself( its ca!paign + Asli Masale Sach Sach,( is one of the !ost recalled ca!paign - Focusing on traditional fa!il" values of India( co!pan" en.o"s huge brand recall / MDH has auto!ated !achines( #ith a capacit" of producing )& tons of pac$aged spices in a da"
1 Being an unlisted co!pan" in the stoc$ !ar$et( co!pan" has li!ited options to generate equit" for e0pansion plans % ecall of its products due to alleged conta!ination Weaknesses
) 2ver reliance on an e0clusive brand a!bassador #hich is the o#ner of the co!pan"
Opportunities
1 3enture into read" to eat food seg!ent present a huge opportunit" for MDH % MDH has also ventured into !anufacturing and selling incense stic$s( Hing( toothpo#der and so"a( #hich increases its presence and encourages !ore shelf space and cross selling for its products ) 4isting the co!pan" under a stoc$ e0change #ill open up huge avenues of capital for the co!pan" to support its e0pansion plans and allo#s it to venture into ne# businesses
Threats
1 5o!pan" !a" re!ain co!placent about its do!inating !ar$et share( and !ight lose out to its co!petitors % Intervention of 6overn!ent vi*7a7vi* i!port 8 e0port of spices is causing upheavals in the !ar$et hence affecting both de!and and price ) 5onstant increase in costs in ter!s of ra# !aterial inputs( services( po#er and fuel The huge surge in costs continues to be a point of concern for the 5o!pan" Competition
5o!petitors
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"alla#h$as %an&i 'imite$
(! )!
Sona Spices
*! +!
Sahi#a Spices
,! -!
Uni.ue Organics 'imite$
! 0!
%ohinoor 1oo$s 'imite$
MDH Spices S92T Anal"sis( US: 8 5o!petitors :osted in Food 8 Beverages( Total eads; '<)/ == >> Advertise!ents Advertis e!ents
S92T Anal"sis of MDH Spices #ith US:( 5o!petition( ST: ?Seg!entation( Targeting( :ositioning@ 7 Mar$eting Anal"sis
Mahashian di hatti li!ited IT2DU5TI2 Mahashian Di Hatti 4i!ited is an IDIA !anufacturer( distributor and e0porter of ground spices and spice !i0tures under the brand na!e MDH It speciali*es in several unique traditional blends of spices suitable for different recipes ?5hana Masala for chic$peas( for e0a!ple@ The co!pan" #as founded in 11 b" Mahasha" 5huni 4al as a s!all shop in Sial$ot It has since gro#n in popularit" all over India( and e0ports its products to several countries It is associated #ith Mahasha" 5huni 4al 5haritable Trust HIST2C Mahasha" 5huni 4al started the enterprise in Sial$ot ?no# in :a$istan@ on April 1)( 11 In a fe# "ears( the spices beca!e ver" fa!ous and the" ca!e to be $no#n as Deggi Mirch 9ale ?the :ot 5hilli :eople@( after the na!e of one of their fa!ous spice !i0tures After the partition of India( Mahasha" Dhara! :al( the son of the founder( shifted to Delhi and opened up his shop at A.!al Ehan oad( Earol Bagh under the banner Mahashian Di Hatti of Sial$ot ?Deggi Mirch #ale@ The na!e Mahashian Di Hatti !eans the Shop of the Magnani!ous in :un.abi
629TH 9e can help "ou to #rite "our essa"
:rofessional essa" #riters 2ur #riters can help get "our essa" bac$ on trac$( ta$e a loo$ at our services to learn !ore about ho# #e can help Gssa" Gssa " 9riting 9riti ng Service Ser vice Gssa Gssa" " Mar$ing Mar$ ing Servic Se rvice e :la :lace ce an a n 2rder 2r der The co!pan" initiall" relied on hand7ground spices( but has since shifted to auto!ated !achines( #ith a capacit" of producing )& tonnes of pac$aged spices in a da" There are large full" auto!atic !anufacturing plants at Delhi( 6urgaon ?Har"ana@( agpur ?a.asthan@( 6ha*iabad ?Uttar :radesh@ and A!ritsar ?:un.ab@ It has no# a net#or$ of over 1&&& #holesalers and over ' la$h retail dealers in India It #as ran$ed '&th a!ong the unlisted Indian co!panies in %&&&7&1 MDH pioneered the !ar$eting of po#dered spice !i0tures in hand" attractive pac$ages It has been co7opted as !e!ber of several co!!ittees of the Bureau of Indian Standards In the last fe# "ears( the G0ports Division of the co!pan" has started e0porting the spices to several countries including UE( other Guropean countries( 5anada( United States( apan and S#it*erland FAM2US :2DU5TS The MDH brand na!e is ver" #ell $no#n throughout India The products sold under the brand na!e include single spices ?such as chili( coriander and tur!eric@ as #ell as blended spice !i0tures There are over '- products available in over 1&& different pac$ages The !ore fa!ous ones are 5hana Masala ?for chic$peas@( Sa!bar Masala ?for Sa!bar@( Eitchen Eing ?for vegetables@( 5hun$" 5haat Masala ?for chaat@( 6ara! Masala ?hot spice( !ulti7purpose@ and 5hic$en Masala In addition to spices( it also !anufactures incense stic$s( A"urvedic tooth po#der and havan sa!agri( a !i0ture for Hindu ritual sacrifices :2DU5TS 9e offer a #ide and co!prehensive range of products( #hich include; •
9heat Flour
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S:G5IGS
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I5GSG STI5ES
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ACU3G ACU3GDI5 DI5
IFASTU5TUG 9e are e!po#ered #ith a state7of7the7art infrastructure( requisite technolog"( efficient transport facilities and superb #or$ing environ!ent 9e possess a spacious #arehouse #hich can store large quantities of products 9e are bac$ed b" a #ell7qualified and technical tea! of astute technocrats( business oriented professionals and diligent #or$ers( #ho are highl" e0perienced and have a thorough $no#ledge in the relevant field The tea! is capable of sourcing large volu!es of products to satisf" the custo!er de!ands and specifications 9e possess one of Asias largest 9heat Flour Manufacturing :lant #hich is installed in our in7house production unit 9e have the capacit" to produce )&&& !t 9heat Flour as per the Guropean Standards on dail" basis 2ur #ide net#or$ of distributors and suppliers are scattered all over the globe ensuring the custo!ers of safe( s!ooth and punctual deliver" of products BUSIGSS MISSI2 9e #ill strive as a corporation(to gain trust fro! custo!ers and continue to gro# in strength Ma$e an effort on a dail" basis to $eep ever" custo!er satisfied(b" offering ever" area of business( co!petitive products and services of superior qualit" thereb" contributing to societ" •
Having !utuall" satisf"ing interactions #ith custo!ers through products
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ot being content #ith the present realit"( continuall" striving for better!ent and i!prove!ent( and accepting the challenge t
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5reating an environ!ent in #hich each individual can appl" their greatest strengths( an environ!ent in #hich results #ill be evaluated correctl"( and in these conte0ts( using our collective strengths to the fullest
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5ontinuing to act in righteous #a"s( as good !e!bers of societ"
MAEGTI6 2BG5TI3G Strengthening brand na!e co!petitiveness 9ith consu!er require!ents of tast"( safe and convenient as a basis( detailed anal"tical assess!ent of changing consu!er de!and is beco!ing vitall" i!portant in the food industr" Hereafter( in addition to guaranteeing qualit" and taste( MDH #ill anal"*e !ar$et data even to the e0tent of product quantit" and shape( in hopes of predicting forthco!ing trends and reflect these in the develop!ent of ne# products SITUATI2 AA4CSIS 6ro#ing interest in health" eating and convenience has set the pace for this gro#th 5onsu!ers have been boosting their consu!ption of #hole grains At the sa!e ti!e( the" are bu"ing !ore highl" processed convenience foods 7 li$e sand#iches( pi**as( and tortillas 7 #hich often contain large a!ounts of flour This situation reflects a turnaround in flours fortunes T"pes of Flour 9heat flour is the pri!ar" grain product consu!ed in the United States Thats apparent in the #ide variet" of food products prepared fro! flour; pac$aged flour for ho!e ba$ing( ba$er" !i0es( breads( ca$es( coo$ies( crac$ers( and pastas Flour is also used in brea$fast cereals( gravies( and soups 2verall( products classified in the bread and ca$e industr" This essa" is an e0a!ple of a students #or$
Disclai!er This essa" has been sub!itted to us b" a student This is not an e0a!ple of the #or$ #ritten b" our professional essa" #riters 9ho #rote # rote this essa essa" " equest re!oval G0a G0a!pl !ple e Gssa"s Gssa "s oller flour !ills( producing #heat products li$e atta( !aida and su.i are struggling for survival( since #heat has vanished fro! the !ar$ets in india such as uttar :radesh
Man" !ills have closed do#n #hile others #ere running at less then -& per cent of their total capacit" utilisation The total annual installed capacit" of Uttar :radesh #as '& la$h !illion tonne at one ti!e 52M:GTIT2 AGJ Sha$ti bhog 1&71-K !ar$et share Annapurna Annapurna '&K !ar$et !ar$et share share :illsbur" appro0 -71&K These are the co!petitors of MDH aata as #e see Annapurna has the leading !ar$et share as nu!ber one brand so for to co!pete #ith #e use latest technolog" so that a!ount of vita!ins(!inerals !aintains a high rate TG5H2426C The !achines used b" us is of latest technolog" #hich !ade good qualit" aata #hich is free fro! !oisture(hu!idit" contains an appropriate a!ount of vita!ins( proteins starch carboh"drates #hich is useful for custo!er For to satisf" the custo!er needs #e ta$e care so that cost reduces profit increases #ith qualit" of product S92T AA4CSIS The strengths( #ea$nesses opportunities and threats ?S92T@ anal"sis provides a snapshot of MDH AATAinternal strengths #ea$nesses and e0ternal opportunities and threats STG6THS •
1MDH is Indias largest industr" producing spices having a prestigious i!age in the !ind of consu!ers
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8D e0penditure is ver" high in all other e0isting seg!ents as #ell as for its MDH aata
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Shri Dhar!pal .i the Founder of MDH is e0tre!el" $no#ledgeable( personall" and financiall" dedicated to !a$ing the business a success
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L ust In Ti!e :roduction Active and and co!!itted co!!itted advisor" advisor" council council 9ell developed distribution net#or$
9GAEGSSGS •
Though it has considerable anecdotal infor!ation the co!pan" is lac$ing of !ar$eting research
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Internal dispute a!ong its subsidiar" co!panies
2::2TUITIGS •
To capture the !ar$et share as using the latest technolog"
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MDH #hich is ne# for Indian Flour industr"
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6overn!ent policies li$e the auto!atic approval for FDI up to 1&&K
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Introduction of ne# products
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2nline activities( online bu"ing
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/ Gas" availabilit" of credit( lo#er interest rate and higher consu!er confidence and gradual recover" #itnessed in business c"cle
THGATS o
The !a.or threat co!es fro! rich and big co!petitors #ho do!inate the Indian !ar$et
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Fro! co!panies li$e Annapurna having !ar$et share !ore than '&K
TA6GT MAEGT STATG6C As MDH producing producing its ne# product that is aata aata so it has to target target the !ar$et #here #here he lac$s generall" branded aata is purchased in urban region not in rural areaSo it our target to capture the !ar$et rural as #ell as urban so that #e cater the needs and provide satisfication to custo!er along #ith getting !ar$et share
And to provide provide the the goods and services services in the the region #here lac$s lac$s so that that !ar$et !ar$et si*e increases 3A4UG 52SI2US Those that are loo$ing for the ideal co!bination of high fuel econo!" and lo# !aintenance cost in long run at an affordable price All three groups are li$el" to be e0posed e0posed to to the sa!e degree of outdoor outdoor and a!bient a!bient advertising It is difficult to esti!ate the e0act si*e of each group( but !ost bu"ers #ill be a !i0 of all three and not onl" one reason #ill !otivate a purchase The overall si*e of these groups is probabl" fairl" s!all and #ill e0plain #h" products are not !ore co!!on "et 5AM:AI6 5AM:AI6 2BG5TI3GS 2b.ectives are i!portant to clarif" and set an ob.ective set of targets that ought to be achieved b" the planned actions 2b.ectives e0ist on three levelsJ 5orporate( !ar$eting and co!!unication 5orporate ob.ective can be su!!ari*ed as shareholder #ealth !a0i!i*ation and is ulti!atel" achieved through higher profits and increased sales Mar$eting ob.ectives are the successful introduction of a Mar$eting co!!unication activities are a vital part in achieving the above t#o and have to be 5oordinated #ith all other co!pan" activities ?production( sales( purchasing@ •
Strengthening the relationship #ith the MDH brand
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Increase the consideration of MDH #hen planning to purchase flour
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The target !ar$et should be reached as full" as possible
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5usto!er and 5onsu!ers have to be !ade a#are of a ne# product and its brand na!e
:UB4I5 G4ATI2S G4ATI2S Garn !one" as a Freelance 9riter
9ere loo$ing for qualified e0perts As #e are are al#a"s al#a"s e0panding e0panding #e are loo$ing loo$ing to gro# gro# our tea! tea! of freelance freelance #riters #riters To To find out !ore about #riting #ith us then please chec$ our freelance #riting .obs page Freelance Freel ance 9ritin 9 riting g obs +The develop!ent and !aintenance of good relationships #ith different public groups, :ublic relations are useful because the" en.o" a high credibilit" at a lo# cost( but the e0act !essage cannot be controlled This co!!unication for! #ill be of !a.or i!portance for the MDH ca!paign as !an" bu"ers dra# their infor!ation fro! the !edia :ersonal selling is ver" i!portant because a car is a high involve!ent product and affords !ore 5onviction for purchase #hich is given b" :S personal selling #ill be carried out b" the local dealers #ho in advance should have been trained to be fa!iliar #ith the MDH Atta ?dealership launch !aterial( conferences@ and its advantages and ho# to overco!e ob.ections 5GATI3G STATG6C The MDH Atta offers features that no other product offers These unique selling points should be e!phasi*ed in the pro!otions and an" barriers to purchase are #ea$ened at the sa!e ti!e ?unique selling :roposition strateg"@ To appeal to the target !ar$et pro!otions should pro!ote the car and its users to be innovative i!aginative( bold( intelligent( revolutionar" and pioneering It #ould !a$e sense to create different e0ecutions to target one of the three !indsets identified in the target !ar$et and e!phasi*ing their reasons to bu" and refute their individual barriers to bu"
MAEGTI6 MIN :2DU5T As product product is su! su! total of tangible and intangible intangible attributes attributes including including productdesign( productdesign( st"le(si*e( qualit"( colour(brand na!e (labeling etc So #e produce the product in such a #a" #hich has all the qualities so that custo!er ta$es the proper benefit Here in case of aata #e produce it in such a #a" so that it carr" all the features of good product :4A5GODISTIBUTI2 :lace is the distribution !i0 It is concerned #ith the s!ooth flo# of goodsandservices fro! the producer to consu!er b" creating ti!e( place and possession utilit" It signifies t#o things na!el" ph"sical distribution and the channels of distributionIt also includes transportation( #arehousing( inventor" control(#holeselling etc So #e create the utilit" in such a #a" so that there is proper distribution of goods :I5G :rice is the value of a product e0pressed in ter!s of !one"It is a !atter of vital i!portance to the bu"er or sellerG0change of goods and services ta$es place #hen bu"er is #illing to purchase at the proper price As in case of this aata #e set the price in such a #a" so that it #ill lo# then the co!petitor price and it is of better qualit" 9e set the price in such a #a" so that their #ill be proper profit !argin( considering the ter!s of credit and other policies :2M2TI2 SA4GS :2M2TI2 Monetar" incentives to bu"( is !ost effective to trigger a decision or purchase S: is useful at the beginning of the product life c"cle to increase acceptance or provo$e a trial MDH is selling the aata beneath its production cost Ho#ever an additional third part" sales pro!otion !echanis! has been put into place; :o#er shift( a govern!ent bac$ed agenc"( To get the biggest benefit out of this MDH should advertise this fact
2ther#ise S: should be used spontaneousl" once a slo#do#n in sales can be detected ?:45@ AD3GTISI6 AD3GTISI6 a paid for! of non7personal !ass co!!unication fro! an identified sponsor( should be the !a.or co!!unication !i0 ingredient for this ca!paign Advertising is controllable( but e0pensive esp T3 Advertising can be used to increase a#areness( create interest and infor! about MDH AATA US:s 5usto!ers or consu!er are reached b" placing adverts in their target !edia Direct !ail in the for! of ne#sletters can useful for this ca!paign to create a#areness ?pre launch@ and infor! or offer of opportunit" to boo$ a test drive MDH has alread" a database in place but can also bu" further data Direct !ail is also i!portant #hen targeting the corporate bu"ers and provides the! #ith detailed infor!ation about the MDH :A5EA6I6 :ac$aging is supposed to be the fifth : in !ar$eting After product( price( place and pro!otion( pac$aging is the ele!ent #hich holds the !a0i!u! i!portance in the !ar$eting of a product As !a.orit" of the purchase decisions are !ade in store( #e ensure that our products are attractivel" pac$ed so as to capture the attention of the bu"ers 2ur products are pac$aged in different quantities depending upon the different seg!ent and !ar$et MAEGTI6 GSGA5H 6ood !ar$eter #ants insight to help the! interpret past perfor!ance as #ell as plan future activities The" need ti!el"( accurate and actionable infor!ation about consu!ers co!petition and their brands the" also need to !a$e the best possible tactical decisions in the long run Discovering a consu!er insight and understanding its !ar$eting i!plication can often lead to a successful product launch or spur the gro#th of the brand MDHis doing e0tensive !ar$eting research to understand consu!ers preferences and also the co!petitors strategies It has a separate 8D depart!ent #hich conducts online as #ell as offline surve"s to $no# #hat consu!ers thin$ about its offerings and #hat are their feedbac$s The financial ob.ective is to be financiall" solvent #ithin the first t#o "ears of operation The various e0penditure on various operational activities are as follo#7 2nline
advertisingJ button and banner advertising on auto!otive #ebsites and on online sites of target !edia 7 s 1( &&&( &&& Direct Mail ne#s 4etter s -&&&&& T3 short s )(&&&&& :rint s )( &&&&& 2utdoor S 1( &&&&& Sponsorship of MDH target group relevant events( celebrit" Gndorse!ent Sales :ro!otion( to be 5onfir!ed s %&&&&&&& 2ther; :ro!otions Sales :ro!otion :ersonal Dealer activit" absorbed in 2verheads Testing end of ca!paign Gvaluation
s %&&&&&&& First "ear total; s '(&&&&&&&&Second "ear total; s )(&&&&&&&& Third "ear totalJ s %(&&&(&&&&& 5onsidering the s!all target group of the MDH and the s!all pro.ected sales figures a budget of s !illion over three "ears see!s appropriate( ho#ever I #ould reco!!end reallocating the budget That #a" the launch period co!!unications can be intensified Three "ears are also li$el" to correspond to the :roduct of this since car !anufacturer have increased their output to $eep de!and high 26ASATI2A4 26ASATI2A4 STU5TUG AD :4A As #ell established established co!pan" co!pan" eliance eliance currentl" currentl" has !an" !e!bers !e!bers on its staffs Ho#ever its auto!obile section is ne# As this section !atures into a stable and profitable organi*ation the need for e!plo"ees #ill gro# The first forseeable e!plo"ee need is in the area of sales The plan is to hire salespersons in earl" %&& to allo# Mr Dhar!pal .i to continue his consulting on a regular basis (#hile at the sa!e ti!e ensuring a stead" suppl" of for continued develop!ent efforts To obtain the financial fle0ibilit" needed to !anage its cash flo# successfull" the co!pan" has !ade contractors a significant co!ponent of its #or$force SA4GS 2BG5TI3G Sales of s )-&(&&&(& b" the end of %&&(sales of s 1 !illion b" the "ear %&11 and b" the "ear %&1) sales of s ) billion SUMMAC The reco!!ended !ar$eting and co!!unications strateg" that !a$es use of advertising( :( ne# !edia and direct !ail :ersonal selling #ill be provided b" the e0isting net#or$ of local dealers Advertising #ill use T3( :rint and outdoor !edia to initiate purchases The Internet #ill pla" an i!portant role for both advertising and direct !ail( using a !odern !ediu! to underline the advanced character of this aata Ho#ever that this plan so far is onl" a !odelO plan( and not definitive( it can and is li$el" to change esp if pre or post7testing give negative results Before reali*ing the proposed action a long planning period #ith frequent !eetings of all parties is necessar" to ensure the integrit" and unani!ous !essages of the ca!paign
GFG5GS •
Financial Ti!es 1 7 %&&1 3arious issues
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Ee" ote %&&% The 6reen 8 Gthical 5onsu!er Mar$et Assess!ent
