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