Everest Spices Branding

The Presentation includes the branding strategies followed by Everest Spices to market the Red Chili Powder brand of the company

1. EVEREST SPICES BRANDING SUBMITTED BY: SHARATH KUMAR ALIVE JENNY SACHITH SIRAJUDDIN SHEKHAR

2. CONTENTs Selection of Commodity Target Market Evolution of Branded Product from Commodity Challenges in Branding Identify and List the Branding Elements and Bases for Branding Branding Tools

3. EVEREST RED Chili powder It is used as a spice to add pungency or piquancy and flavor to dishes . U sed in many cuisines , including American cuisine, particularly in Chinese , Indian, Korean, Mexican, Portuguese, and Thai . Ripe red chilies are sun dried and then grinded to make red chili powder. Red chili powder is used in every Indian home for almost all dishes to add taste, color, flavor etc . In India the target market of red chili powder includes upper and middle class people

4. EVEREST SPICES Everest is India's No. 1 spice brand as per A.C.Nielsen It has a wide range of 45 variety of spices Everest has reached homes of all non-resident Indians and Indian kitchens of all restaurants in more than 58 countries . It has the world’s largest spice factory” at Umbergaon , Gujarat . Proud recipient of the Super brand status five times in succession – 2003, 2006, 2009, 2012 and 2015; I t has also won the Consumer Reaction award instituted by the Bharti Vidyapeeth Institute of Management Studies and Research and DNA twice in both 2004 and 2005.

5. Evolution of branded product from commodity There are many branded products of Red Chili Powder These are : Everest, MDH, Ramdev, Tata Sampann, Catch, MTR, Eastern, Priya, Cook Me & Hathi Everest Kashmirilal is the perfect blend of chili powder Fine ground red chilies of the finest quality distinguished by their brilliant red color and mild pungency . Flagship product in the Everest Red Chili powder category Red Chili Powder is an important spice used in all indian cuisines to add taste and color

6. CHALLENGES IN BRANDING Competition from local companies, key players & unorganized segment The market is largely unorganized and the branded segment makes up about 15%. Price Sensitiveness of the Indian Consumer Making a Brand Identity

7. BRANDING ELEMENTS AND BASES OF BRANDING Brand Communication – Everest was the first brand in the category to use Television as a medium for its communications. Everest understood that the richness of food could only be conveyed in color and quickly exploited it. Everest’s communication has always targeted the upper-end of consumers giving the brand a very premium image The company has also endeavored to package its communications to create an emotional bond with its consumers

8. BRAND ELEMENTS CONTD. Brand Positioning- The unique selling proposition for Everest is the distinct pan-Indian taste it brings to the table . This positioning has been based on the key areas of the company’s expertise – sourcing , separating and blending . Everest positions their chili powder as a blend of various spices that increase the authentic taste of the various dishes

9. BRAND ELEMENTS CONTD. Brand Awareness – The company created two commercials to communicate the proposition of great taste . In one it sought the association of a ‘ Maharaj ’ – the traditional Indian cook In the other it used the nostalgia Indians often display of remembering ‘Ma ke haatho ka swaad’ which roughly translates as ‘food like mom made’.

10. BRAND ELEMENTS CONTD. Brand Packaging It used bright colors to make the packs look modern and lively to create awareness and push sales.

11. BRAND BUILDING TOOLS Producing a signature quality video For Instance Everest Masala uses videos to create awareness about using of good quality Chili Powder to build the brand of the product

12. BRAND BUILDING TOOLS CONTD. Conduct a ground breaking research report to understand the demand of consumers For Instance rural areas are very much price sensitive and in a recent study it has been found that Kashmirilal Chili Powder are consumed more in rural areas than the Tikhalal ChilI Powder because of the Price

13. BRAND BUILDING TOOLS CONTD. Customization Everest gathered the crucial insight that different people had different preferences for chili powder . Everest catered to this market need by creating and launching three varieties of chilli powders – Teekhalal , Kashmirilal and Kutilal . While some liked it very hot, others preferred the milder form, still others liked it ground fine while many liked it to be coarse. This was the key insight.

14. BRAND BUILDING TOOLS CONTD. Quality Certifications Trademarks and other food safety certifications are more important to attract the customers towards the brand which helps in brand building. Everest Spices have certifications of Agmark

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