1 | page INDEX 1. Introduction 2. History 3. Reasons for selecting this project 4. The five competitors 5. Permissions and licenses 6. Unique selling proposition of competitors 7. Range of my product 8. Name of the product 9. Features of Nalapaka pickles 10. Label of Nalapaka pickles 11. Logo of Nalapaka pickles 12. Tagline 13. Selling prices of competitors 14. Profit margin of competitors 15. Packing 16. Warehousing 17. Selling prices 18. Promotion 19. Unique selling proposition 20. Distribution channel 21. Transportation 22. Social message 23. Cost effective plans for the product 24. Cost effective plans for the promotion plan
Transcript
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INDEX
1. Introduction
2. History
3. Reasons for selecting this project
4. The five competitors
5. Permissions and licenses
6. Unique selling proposition of competitors
7. Range of my product
8. Name of the product
9. Features of Nalapaka pickles
10. Label of Nalapaka pickles
11. Logo of Nalapaka pickles
12. Tagline
13. Selling prices of competitors
14. Profit margin of competitors
15. Packing
16. Warehousing
17. Selling prices
18. Promotion
19. Unique selling proposition
20. Distribution channel
21. Transportation
22. Social message
23. Cost effective plans for the product
24. Cost effective plans for the promotion plan
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History
Pickles are an important part of the south Indian meal. It induces
a different taste into the entire meal and is loved by almost every
person. It is also used all over the world in varied form and
flavors.
Pickling began 4,000 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. Salt Park 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 flavor.
Pickling may also improve the nutritional value of food by
introducing vitamins produced by Bactria.
The term pickle is derived from the Dutch word pekel which
means brine. In U.S and Canada, pickle, almost means pickled
cucumbers except when it is used figuratively.
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Reasons for selecting
this product
Pickles are widely known and are used more or less as
household item making it an essential in the south Indian meal
and people love it.
The sales of pickle can be made huge as it is in Fast Moving
Consumer Goods (FMCG) product in the current south Indian
market.
Pickles have a wide variety in its flavors which provides us a
large range of products to be sold depending upon the tastes of
the individuals.
All pickles have a similar manufacturing process, which reduces
my cost on the equipment and building.
Also, pickle is my favorite part of the meal.
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Five competitive brands
Mother’s recipe
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Priya pickles
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MTR pickles
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Ruchi pickles
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Anjali pickles
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Permissions and licenses
The food safety and standards regulations, 2011 govern the
aspect of license and registration of a food business operator.
All food business operators, according to regulation 2.1 of
licenses and regulations act, should be licensed. Hence no
business shall commence without it.
Food business operators should also register under employee’s
provident funds and miscellaneous provisions act, 1952, it is
important for us as we are engaging more than 20 employees.
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Unique selling proposition
of the competitors
prepared to delight, all taste good
Treasure house of tasty treats galore.
Made with traditional recipes, handed down through
generations.
Authentic, distinct and healthy.
Delicious flavors that assures quality.
Range of my product
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We have a variety of pickles which are listed below:
1. Mixed pickle
2. Stuffed green chili pickle
3. Tomato pickle
4. Lemon pickle
5. Madras thokku
6. Onion pickle
7. Lime south Indian style pickle
8. Karnataka cut mango pickle
9. Kerala vadu pickle
10. Mango pickle
11. Punjabi pancharanga pickle
12. Green chili pickle
13. Andhra avakaya garlic pickle
14. Andhra tomato pickle
15. Bitter guard pickle
16. Sweet and sour pickle
17. Amla pickle
18. Gujrathi pickle
19. Jackfruit pickle
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Name of the product
The product is named as Nalapaka pickles.
Long ago during the time of the Mahabharata there lived a king
called Nala maharaja in the kingdom of nishadha. He was the
son of veerasena. Nala is known for his skill with horses and
culinary experience and expertise. He was believed to be the
best cook in the entire universe.
When the food prepared is delicious, person in south India
comment that it is truly Nalapaka, meaning thereby that it is
food cooked by Nala maharaja himself.
Hence, I have made my pickle brand as Nalapaka to give the
feeling to my customers that my pickles are one of the best and
most tasty in the entire universe.
Features of Nalapaka pickles
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Manufacturing process of Nalapaka pickles in completely eco-
friendly. We utilize solar energy for our electricity supply.
They are seasoned using electric stoves which makes it eco-
friendly and don’t barn the environment.
The raw materials used in the manufacturing process is grown in
a private form owned by caver food processing through 100%
organic techniques which ensures original taste and quality of
the pickles.
Since the raw materials are organically produced the pickle is
healthy.
The product is packed in recyclable plastic sachets and battles
keeping in mind that the environment is important.
Label of Nalapaka pickles
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Logo of Nalapaka pickles
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Tagline
The tagline for Nalapaka pickles is ;
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NOT JUST NEARLY A PICKLE ,BUT REALLY A PICKLE
The tagline is so because we don’t manufacture nearly a pickle,
we manufacture really a pickle.
We use the original methods in which pickles are manufactured,
that is, not machines but people work to make Nalapaka pickles
taste the best and original.
Hence, not just nearly a pickle, but really a pickle.
Selling price of competitors
Brand and
weight
100g 200g 300g 400g 500g 1kg
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Mothers recipe 25 45 60 80 100 200
Priya’s pickles 30 55 75 100 125 250
MTR pickles 20 45 65 90 110 260
Ruchi pickles 35 55 80 105 135 270
Anjali pickles 25 35 55 80 110 230
Profit margin of the competitors
Brand Mothers Priya’s MTR Ruchi Anjali
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The percentage price margins are arrived to the conclusion by
taking the product design and manufacturing cost of Nalapaka
pickles.
Packing
1. The 5g and 10g sachets are packed in plastic sheets.
recipe pickle pickles pickles pickles
Producer 16% 16% 16% 16% 16%
Wholesaler 34% 34% 34% 34% 34%
Retailer 50% 50% 50% 50% 50%
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2. The 100g, 300g, 500g, and 1kg packs are packed in plastic
bottles which can be recycled or reused.
3. The 5g and 10g sachets which can be used during travel.
4. These containers and sachets will be loaded into cartoon
boxes which are then transported to the wholesalers.
Warehousing
For Nalapaka pickles there will be two warehouses. One
warehouse near the manufacturing unit and another one in the
farm.
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The warehouse in the farm will be used to store seasonal fruits
like mango etc, for future utilization. The warehouse at the
manufacturing unit will be used to store the finished products
and transport it to different locations.
The warehouse in the farm will have a huge refrigeration units
which can keep the fruits and vegetables from getting rotten.
Selling prices
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Weight Price to
wholesaler
Price to
retailer
Price to
consumer
5g 1 2 3
10g 3 4 5
100g 10 13 17
300g 45 55 75
500g 90 100 120
1000g 150 190 250
Promotion
The five ways will promote Nalapaka pickles :
1. Sales promotion
2. Advertising
3. Event promotion
4. Direct selling
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5. Social media marketing
Sales promotion:
It is the benefit given to the customer with the same price for
shooting up the sales of any given commodity.
Nalapaka pickles will have an introducing offer of 20% extra
in sachets. In bottled pickles the consumers will get 10g
sachet free of a different flavor.
Advertising: Nalapaka pickles will be advertised
through various mass media like television advertisements,
radio, magazines, newspaper, etc.
Event promotion: Nalapaka pickles will exhibit
its product range in various events related to the food
industry. Also Nalapaka pickles will sponsor such events
once a year.
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Direct selling: Nalapaka pickles will be sold door to
door by designated sales personnel. This will support our
objective to make Nalapaka pickles a household brand.
Social media marketing: Nalapaka pickles
will also be promoted in one of the most cost effective
marketing, i.e. social media marketing. Through social media
marketing we will reach a large number of people with very
less cost. Various social media platforms include Facebook,
Twitter, linked in, Google and YouTube.
Unique selling proposition
The U.S.P of Nalapaka pickles is the fact that the product is
manufactured organically.
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All the raw materials are graven organically in a private form
with organic methods which ensure quality and originality of the
goods.
This intern affects the taste of the finished pickle, making it
better.
Distribution channel
Producer
Wholesaler
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Retailer
Consumers
The channel used by Nalapaka pickles is two level distribution
channel.
Reasons:
1. Pickle is a consumer good and the two level distribution
channel is mostly used in the case of consumer goods.
2. It is most cost effective.
3. It covers a large market.
Transportation
To ensure that the cost of transportation is controlled and can
easily monitored, the transportation will be the firm itself.
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The firm owns piaggio apc trucks which can be used for
transport of finished goods from the warehouse to the
wholesaler’s warehouse. These trucks can carry a large amount
of load and also perform equally. They can travel up to a speed
of 55kmph and also give in a mileage of 30kmpl, making it one
of the most efficient goods transport vehicle.
For transportation of the goods across cities, trucks will be used.
The size and capacity of the truck depends upon the quantity of
the goods to be transport.
The trucks are not owned by the firm and such transportation is
outsourced to a local service provider.
Social message
Malnutrition is a condition that results from eating a diet in
which nutrients are not enough such that it causes health
problems and sometimes even death.
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Every second child in India suffers from malnutrition and 42.5%
Indian children are its victims. These figures are a wakeup call
and we must do our utmost at a time when Indian economy is on
a strong growth trajectory creating public awareness on the
different dimensions of malnutrition is a key requirement and I
hope the campaign creates an enabling social environment to not
only understand but also take informed collective action.
Cost effective plans
for the product
Nalapaka pickles are manufactured keeping in mind the quality
of the pickles while the costs are reduced.
Hence, the firm produces the raw materials on its own, ensuring
quality of the raw materials while significantly reducing the
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costs by completely mollifying the costs of the agents who
generally provide such raw materials.
The costs of manufacturing process is also significantly reduced,
since we shall utilize very little machinery and more number of
people, which will also provide employment to the rural
residents, while reducing my costs significantly.
Cost effective plans for
The promotion plan
Sales promotion: Introducing offer will be provided on
all flavors of pickles. The free samples given along with larger
quantities will be samples of flavors of pickles that are sold less
when compared to the other flavors in the product range. Hence,
trying to make these un popular flavors popular.
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Advertising: Cost can be reduced for television advertising
and newspaper advertising but the other media have constant
cost which when reduced also reduces effectiveness. The
television advertisements will be short using standard cameras
and original locations which reduces my cost on the equipment
and studio setup. Instead of running an advertisement on the
newspaper it is more cost effective to introduce pamphlets into
the newspaper.
\
Event promotion: Event promotion are second most cost
effective means of promoting after social media marketing. It
helps in generating genuine leads along with branding amongst
your extract target audience. Hence, no money is wasted on
promoting the brand out of the target audience.
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Social media marketing: it is the most cost effective
means of promotion with very effectiveness. Using social media
promotion we can filter the people who will view my
advertisements or follows us over these platforms. This again
ensures that we don’t leave the target market unnecessarily, it
also helps in deciding during what time interval my
advertisement must run on the platforms.
Conclusion
From this marketing research I have understood the importance
of marketing mix. I have learnt to take the necessary decisions
regarding the 4p’s of marketing, i.e. product, place, price and
promotion.
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I have learnt the following from the marketing research:
1. Gathering and analyzing market information.
2. How to design a product and the factors abiding it.
3. Branding
4. Pricing the product
5. Distribution
6. Transportation
7. Shortage and warehousing
The 4p’s of marketing play a very vital role in any business
and negligence of the 4p’s of marketing is impossible in a
