THE MARKET

10.0% CAGR in terms of value and a 3.7% CAGR in terms of volume over the period FY’2007-FY’2013

Competition

Everest, MDH and MTR

Local Players: Orkla and McCormick

RahasyaMasala

Ek baar jo chak le, Kahbi na chode

Rahasya Masale

JINGLE

TG

Women

Self cooking Bachelor men

Age: 24-40 F

21-35 M

SEC: B,C, D, E2, E1

Want to make it big, want to impress guys/husbands with their cooking

PRODUCT MIXPURE GROUND & BLENDED

Chaat masala

Garam masala

Chicken

Meat

Fish

Pav Bhaji

Chole

Sambar

Biriyani

Mirch

Hing

Turmeric

Pepper

Coriander

MARKETING MIX

Quality Product with wide product range

Affordable pricing

Local availability

Innovative/experience promotions

LIVE COOKING WITH RAKHI

Mall activation activity with an opportunity to cook with rakhi using our brand of spices

MAGAZINE INNOVATION

Using the burn highlights on the previous pages to show the spiciness of the product (Red chili)

SO SPICY IT WILL BLOW …YOUR MIND AWAY

SAMPLING

Small SKU’s of Rahasya to be distributed through cooking magazines and other mediums

STRATEGIC TIE UP

Tying up with frozen chicken and meat brands to promote the chicken masala category

DABBA WALA

PRODUCT PLACEMENT AND USAGE

Using TV cooking competitions like ‘master chef’ to promote the product by showing the use of the product on the show

Also using subtle placement of the product through other mediums

HOME MINISTER COOKING COMPETITION

Trying to target housing societies

Using our spices as the core ingredient to make dishes

RURAL

Tum tums

Melas

Place spice powder packets covering loose product ranges

ADVERT

Rakhi serves food in traditional clothes

After eating the food the guy imagines rakhi in modern (less) clothes dancing around him

End with the tagline spice up your life (hindi)

Different emotions to match different product ranges

THANK YOU