Tops pickle brand plan

Tops pickle brand plan

1. 1

Tops Pickle
Brand Plan
2015-16

2. 2

Table of Contents:
Page No.
Brand Equity Chart ……………………………….. …… 4
(Mission, Vision, Core Value, Positioning Statement & Tagline)
Current market Scenario………………………………... 5
(Market Size of the category Vs tentative share of Tops)
Consumer Profiling………………………………………. 6
(Target Consumer, Consumer Behavioral, His Perception towards the Brand etc)
SWOT Analysis of category……………………………… 8
Competitive analysis……………………………………... 9
Brand Contribution………………………………………. 10
(Category Sales Contribution/SKUs Sales Contribution)
Category Sales- States Contribution…………………….. 11
Strategies to develop category…………………………… 13
(Challenges to Address through- tactical & thematically marketing Strategy)
Detailed activity planner to build the brands……………. 14
(Product, Price, Distribution & Planned Promotions)
Market research………………………… 16
(Questionnaire for consumer, Questionnaire for retailer, Questionnaire for intuitional)
Budgets require to drive the brand……………………… 27

3. 3

Introduction of Pickle-
The preservation of food in common salt or in vinegar is known as pickling.
It is one of the most ancient methods of preserving fruits and vegetables Pickles are good appetizers and add to the palatability
of a meal. They stimulate the flow of gastric juice and thus help in digestion.
They are prepared with salt, vinegar, oil or with a mixture of salt, oil, spices and vinegar.
History of Pickle-
Pickling began 4000 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, especially by sea. Salt pork 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 flavors. Pickling may also improve the nutritional value of food by introducing B vitamins produced by bacteria
Tops pickle - TOPS 21 VARIANT OF PICKLES
USP- Made the traditional way, with fresh selected fruit, vegetables, Indian spices. Preserved in hygienically Mustard oil & salt.
Pickle SKUs
Variants SKUs
Regular Variants
Mixed ,Mango, Mango Longi (with heeng), Teekha
Mengo, Tangy Lime, Sweet Lime, Lime Digestive,
Lime Ginger Green Chilli, Lime Green Chilli, Green
Chilli, G.G.S K/M.
100g, 200g( Pouch)
200g & 400g (Bottles),
1Kg(Jar)
Mixed & Mango 5Kg ( Jar )
Special Variants
SRC, Ginger Punjabi, Garlic 200g & 400g (Bottles),1kg (Jar)
Mango Chutney 250GM & 500GM

4. 4


Brand Equity Chart:

Tops Pickle - Brand Equity Chart
Mission To become a brand of India, known for its best quality, taste & customer satisfaction.
Vision
To become a brand of all India presence and 110cr in next 3yrs from, current scenario of
46.18cr, with the annual growth rate of upto 40%.
Core Value Quality A grade Mustered oil 21 verities Purity Fresh & Fine
Positioning
Statement
"Range of 21 Pickles"– Tagline which defines 21 verities of pickle, through its quality & richness.
Or Need To work on new positioning statement.
Value Proposition
Assured Quality- The North Indian taste with A grade mustard oil and spiciness with 21
ranges.
Tagline "Range of 21 Pickles"

5. 5





1.2 Current Market Scenario:




With the above Report, we can estimate the Total Size of the organized market. 400cr by 2012

6. 6

Total organized market Size of Pickle by 2015 = 440cr
Tentative Sale of Tops Pickle in category = 46.18 cr
Hence, we can estimate the Market Size of Tops in category = 10%


Consumer Profiling:
Age Profile: To develop Tops Pickle, we must focus on the larger base of consumers to make it a product between all age group
Male & Female.
Primary Consumers : Female between the age group of 30-50yrs.
Secondary Consumers : All age group.
Focused Geography : Delhi/NCR/ Uttrakhand/ Uttar Pradesh/ Punjab/Haryana /Bihar
Economy & Class : SEC B+, B & C Category of customers.

Our pickle is consumed and preferred by all segment peoples in north India but we want to change this mindset and make a
brand in consumer mind that this is India’s/world’s local pickle and develop local taste of all regions.
Classifications of Outlets for the Placements of Tops Pickle.
Types
of
market
Types of outlets
A B C
A Y Y Y
B Y Y Y
C Y Y N

7. 7



Target Consumers:
Household- SSC A, SSC B , SSC C

Brand perception:
A low involvement product, consumers will always ready to try out new brand.

Consumer Behavioral -
The consumer behavior for this category. Usually consumers are hooked to a particular brand of
pickles because of the taste. Once the consumer likes the taste, he continues with a particular brand till he come across a better
taste. So it is almost an impossible task for us to have a common product that satisfies all consumers.
The major challenge with creating a national brand for pickles is to manage varied taste preference of consumers across markets. If
you take the South Indian market, the taste preference for pickles is entirely different to that of North. Even in South India, the taste
preference varies across different states and regions. Even for a mango pickle, taste preferences vary across states like- in Guajarati’s
prefer sweet pickle, Rajasthan’s prefer more chilly, Punjabi prefer more spiciness
So we need to go with regional taste and preferences with different states different taste to make us a local pickle of India.

8. 8


Strengths-
21 Range of pickles.
State of the art manufacturing plant.
Robust distribution channel.
Strong Product length & SKU’s.
Brand acceptance in entire north region.
Weakness-
Over dependency on pickle for revenue generation.
Frequently changing distributors.
Rising manufacturing cost.
1 recipe for all.
Low Brand acceptance in other region.
Opportunities-
Increasing population & demand of market.
Brand extension & product extension.

9. 9

A lot of untapped market.
Olive oil pickle segment.
Development of regional taste for other regions.
Threats-
Competition from local pickle or unorganized sector.
Different strategy adopted by competitors Like- Funtop-Less pricing strategy, Nilons&Mothers-Regional taste.
Costumer demand for less price product.
Increasing Market share of competitors.
Aggressive advertisement of competitors.
New entrant.








Competitive analysis-
Major Competitor -

10. 10


Competitive
factor
Tops Nilons Mothers Funtop
Years of
Existence
1990 1962
ADF 1932 aquire
by Desai Group
2001
2005
Range Tops,Navratan
Classic,Khana
Khajana,Premium,
Parampara,
Target,Dhamaka,
Five Star
Mothers,Dabee Funtop
Variants 21+9 More then 50 More then 43 6
SKU's
5 kg, 1kg, 600
gm,400gm,200 gm,100
gm,60 gm, 10 gm
5 kg,400gm,200
gm,100 gm,60 gm,
10 gm, 8 gm , 25
gm , 40 gm , 600
gm ,350 gm,300 gm
, 500 gm, 900 gm ,
1.2 kg , 4.5 kg , 6 kg
, 22 kg
65 gm , 200 gm
,300 gm , 950 gm
, 1 kg , 5 kg , 400
gm , 100 gm ,
500 gm
200g, 400g,
1Kg & 5Kg.
Price Comparatively equal
Comparatively
equal
Comparatively
equal
Comparatively
less

11. 11

Distribution Northan region All india All india
Only some
state(Wholesal
e)
Product
acceptability
UK,UP,MP,Delhi,Haryana,
Punjab,Bihar,Jharkhand,
Rajasthan
All india All india
UK,UP,MP,Del
hi, Haryana,
Punjab,Rajasth
an (Wholesale)

Category Sales Contribution & SKUs Sales Contribution-
Category Sales Contribution - Pickle category contributing 17.59% in total sales of company which is
second highest contribution after snack sauce so we need to develop this category.
SKUs Sales Contribution- In pickle category 62% sales contribution of 1 kg pickle so we need to focus
in this sku.
PAN INIDA-PICKLE (F.Y - 2015-16)
PRODUCT SKU's SALES IN CB
% SHARE IN PICKLE
CATEGORY
% CONTRIBUTION IN
TOTAL SALES
Pickle 200g. 26620 4.03 0.71

400g. 93668 14.20 2.50

1kg. 409225 62.02 10.91
Pickle jar 5kg. 40721 6.17 1.09
Pickle(pouch) 15g 2047 0.31 0.05

100g. 75391 11.43 2.01

200g. 12127 1.84 0.32

12. 12

Total

659799 100.00 17.59
States Contribution-102954
57044
50810
47348
45944 45193
41824
36708
34892
30501
26467
19018 18576
15898 15562
13396 13288
11406
7017 6993
5210 4508
3026 2882 1917 1417
0
20000
40000
60000
80000
100000
120000
U.P
-
west
Amritsar
Uttrakhand Delhi
-
East
Delhi
-
South
Delhi
-
west
Har yana
-
1
Har yana
-
2
Delhi
-
North
Zirakpur
U.P
-
NCR Bihar J & K
U.P
-
East
Delhi
-
Central
Rajasthan
-
1
U.P
-
Central
H.P
Jharkhand
M.P
Rajasthan
-
2
West Bengal
Raipur
Guwahati
Gujarat Odisha
Pickle Sale -PAN India (F/Y : 2015-16)
State Sale (In C.B)Cont. In
%
U.P -west 102954 15.60
Amritsar 57044 8.65
Uttrakhand 50810 7.70
Delhi -East 47348 7.18
Delhi -South 45944 6.96
Delhi -west 45193 6.85
Har yana -1 41824 6.34
Har yana -2 36708 5.56
Delhi -North 34892 5.29
Zirakpur 30501 4.62
U.P -NCR 26467 4.01
Bihar 19018 2.88
J & K 18576 2.82
U.P -East 15898 2.41
Delhi -Central 15562 2.36
Rajasthan -1 13396 2.03
U.P -Central 13288 2.01
H.P 11406 1.73
Jharkhand 7017 1.06
M.P 6993 1.06
Rajasthan -2 5210 0.79
West Bengal 4508 0.68
Raipur 3026 0.46
Guwahati 2882 0.44
Gujarat 1917 0.29
Odisha 1417 0.21
659799 100

13. 13

How we develop Pickle category-
Develop pickle category on the basis of 4p
Product-

Product Segmentation- Our pickle is consumed and preferred by all segment peoples in north India but we want to change this
mindset and go with new market with new regional taste and presences because pickle is very competitive category which 80%
is unorganized market rest of 20% is organized where in every region local pickle is very strong due to local taste so we have to
cater these category with local taste and cover all Indian market . As a diversified pickle brand, we offer Andhra Avakaya,
Karnataka Cut Mango, Madras Thokku, Kerala Mango, Bengali Mango, Punjabi Pancharanga, Gujarati Methia Mango,
Maharashtra Mango, Gujarati Gorkeri, Choondo .
Segmentation on the basis of Purchasing Group.
Economy category
Super/General category
Premium category
Olive oil category
Regional category
Seasonal category
Catering/institutional category

Segmentation on the basis of Region.
Northern region -
Southern Region - Madras Thokku -(South India) , Mango Chepni -(South India) , Lime Chutney -(South India) , Lime -
(South India) , Andhra Ginger -(South India) , Sunflower oil mix pickle -(South India)

Central Region - Mustard seeds mix pickle -(Central India)

Eastern Region- Tomato -(East India) ,Koku (Mango ginger) -(East India) , Drumstik -(East India) , Lime chilli -(East
India)

Western Region- Gudkari -Mango sliced -(West India) ,Gudkari –Mango & Gud -(West India) , Gangura -(West India) ,
Chunda -(West India)

14. 14

Price-
Currently we have single pricing strategy which is not fit for all market and all areas so we move on multiple pricing strategies
with multiple products.
Pricing Strategies- we do not change our current product pricing but we introduce new product with new pricing and we
have to change our pricing 2 times every year in the gap of every 6 month which is built good image in retail market because a
lot of retailer said that your prices increasing every month.
Economy pricing
Premium Pricing


Place-
Currently our distribution network and base is strong in north Indian market but we need to focus in new market.

Distribution: We aim to take current distribution of 27.7% to 40%, with the help of different planned marketing activities
and approach of sales team.
We will also set priority markets & objective to develop these markets:

Cluster A: High Volume, High Potential
(UP, UK, Delhi, Punjab , Haryana)
Cluster B: Low Volume, High Potential
(Rajasthan,Bihar, Jharkhand , MP, Odisha , West Bangal, Gujrat)
Cluster C: Low Volume, Low Potential
( Jharkhand, Guwahati,Himachal Pradesh, J&K)
Cluster D: Uncovered Market or new market
South& Central Indian market is not covered by our company which is a lot of purchasing power and market
potential also like population of these states % contribution in population of India Maharashtra-9.28%, Tamil Nadu-
5.96%, Karnataka-5.05%, Andhra Pradesh- 4.08% , Telangana- 2.97%, Kerala-2.76%
Priority of
market done on
the basis of past
sales achieved
and acceptance
of product in
market.

15. 15

Market Research
Marketing Research: To avoid all the assumptions, further developments on products will take up with the help of market
research, which will based to study following points:
Product quality : (Color, Texture, Aroma, Taste, After taste)
Packaging : (Current Packaging, Differentiation with other packaging,
Brand recall product wise.
To know the clear phase of product: Awareness – Consideration - Trails or Repeat phase.

QUESTIONNAIRE FOR THE CONSUMER FOR PICKLE CONSUMPTION SURVEY
Household no.:
GENERAL ASPECTS: Date:
NAME OF THE RESPONDENT: 3. AGE:
ADDRESS: ..................................................., 4. OCCUPATION:
................................................................,
...............................................................
PHN No.: ......................................
TOTAL No. OF FAMILY MEMBERS: .....................................
AGE GROUP No. OF MEMBERS
CHILDREN(1-20)

ADULT AGE GROUP(20-35)

MIDDLE AGED GROUP(35-50)

16. 16

OLD AGED GROUP(50-80)

PICKLE ASPECTS:
DO YOU CONSUME PICKLES?
a. Yes b. No
7. WHICH TYPE OF PICKLE YOU PREFER?
a. Readymade b. Home-made
8. WITH WHICH FOOD OF THE ITEM YOU WOULD LIKE TO HAVE THE PICKLE?
a. Parata b. Chapatt c. Rice d. Bread e. Khakhra f. Others



9. HOW OFTEN YOU PREFER THE PICKLE? (Tick the appropriate choice)
S. No. FLAVOUR OF THE PICKLE HABITUATED FREQUENT RARELY NEVER
1. Mango
2. Mixed
3. Garlic
4. Green Chilli
5. Khatta Meetha
6. Tangy Lime
7. Stuffed Red Chilli
8. Sweet Lime
9. Amla
10. Karela
11. Dela
12. Sweet Mango

17. 17

13. Lime
14. Onion Pickle


15. Any Other

10. PREFERENCE FOR THE VARIOUS FLAVOURS OF PICKLES
IN YOUR HOUSEHOLD (RANK IT):
RANK
S.No. FLAVOUR OF PICKLE 1 2 3 4 5 6 7 8 9 10 11 12 13 15
1. Mango
2. Mixed
3. Garlic
4. Green Chilli
5. Khatta Meetha
6. Tangy Lime
7. Stuffed Red Chilli
8. Sweet Lime
9. Amla
10. Karela
11. Dela
12. Sweet Mango
13. Lime
14. Onion Pickle


15. Any Other

18. 18

11. HOW FREQUENTLY YOU PURCHARSE THE PICKLE?
a. weekly b. Biweekly c. once in three weeks d. Once in four weeks
e. once in 2 months f. Once in 6 months g. Once in a year
12. WHERE DO YOU PURCHASE THE PICKLE? And how far is the place from here?
Ans...........................................................................................................................................................................
13. WHAT DO YOU OBSERVE WHILE PURCHASING THE PICKLE?
a. Price b. Packaging c. Brand d. Certification e. Oil content
14. IN HOW MUCH QUANTITY YOU PURCHASE THE PICKLE?
a. 100gm b. 200gm c. 400gm d. 1 kg e. Any other
15. WHAT IS THE PRICE YOU CAN AFFORD FOR PURCHASING 200gm PICKLE OF ANY FLAVOUR?
Ans...........................................................................................................................................................................
16. WHETHER THE PRICE THAT YOU PAY FOR PURCHASING OF ANY VOLUME OF PICKLE IS WORTH FOR YOU?
Ans...........................................................................................................................................................................
17. WHETHER YOU PREFER THE PICKLES IN SACHETS OR BOTTLES?
a. sachets b. bottles
18. WHETHER YOU CHANGE THE FLAVOUR OF YOUR PREFERENCE FOR THE PICKLE AS PER THE SEASON?
a. yes b. No
19. IF YES, WHAT ARE THE FLAVOURS YOU PREFER IN DIFFERENT SEASONS?
Ans: ..................................................................................................................................................
20. WHETHER YOU PREFER PICKLE WITH EXCESS AMOUNT OF OIL?
a. yes b. No
21. WHETHER YOU PREFER PICKLE WITH EXCESS AMOUNT OF CHILLI POWDER?
a. yes b. No
22. WHETHER YOU PREFER SACHETS OR THE SEALED BOTTLES? GIVE REASONS?
a. sachets b. bottles
.....................................................................................................................................................................................................................
...............................................................................................................................................

19. 19

23. THE BRAND YOU PREFER IN PICKLE?
a. TOPS PICKLE b. MOTHER PICKLE c. NILONS d. OTHERS (PLEASE SPECIFY)
24. WHY YOU PREFER THE PICKLE OF THAT BRAND ONLY?
Ans: .....................................................................................................................................................
25. ARE YOU SATISFIED WITH THE PRICE FOR THE BRAND THAT YOU PREFER?
a. Yes b. No
26. DO YOU CHECK VARIOUS QUALITY CHECKS (like PFA, ISO, ISI, AGMARK etc...,) BEFORE BUYING PICKLES FROM THE MARKET?
a. Always b. Sometimes c. Never
27. DO YOU LOOKK FOR MANUFACTURING AND EXPIRY DATE BEFORE BUYING THE PRODUCT?
a. Always b. Sometimes c. Never
28. IF A NEW BRAND PICKLE WITH ALL FLAVOURS ENTERS INTO THE MARKET, YOU PREFER IT?
a. YES b. NO
29. IF YES, WHAT ARE THE ATTRIBUTES YOU WANT IN THE PICKLE? IF NO, WHY?
Ans: ______________________________________________________________________________________
30. FROM WHERE DID YOU GET THE INFORMATION REGARDING PICKLE/ WHO INFLUNCES YOUR PURCHASE DECISION?
a. T.V. b. NEWSPAPER c. CINEMA d. RADIO e. HOARDINGS
f. ADVERTISEMENTS ON BUS g. PAMPHLETS h. WALL PAINTING i. WORD OF MOUTH
j. SOCIAL MEDIA k. SALES MAN l. ANY OTHER (PLEASE SPECIFY)
ECONOMIC ASPESTS:
31. MONTHLY INCOME OF THE FAMILY: Rs ........................./-
32. TOTAL AMOUNT OF MONTHLY INCOME
SPENT ON THE CONSUMPTION OF FOOD: Rs .........................../-
33. TOTAL AMOUNT SPEND ON PICKLES FROM
THE TOTAL AMOUNT SPEND ON CONSUM
-PTION OF FOOD : Rs .........................../-
THANKING YOU SIR

20. 20

SIGNATURE OF THE RESPONDENT:
TIME AND DATE:
PART I: DATA ANALYSIS PLAN FOR HOUSE HOLDS:
To know how many types of pickle a consumer eat
To know the frequency of consumption of pickles
To know the rank of mother’s pickle
To know the rank of Nilons pickle
To know the rank of Tops pickle
To know the post consumption satisfaction
To know the quantity of pickles consumed
To know if consumer looks for quality checks certifications
To know the food items with which the pickles are consumed
To know the order of preference of various factors while buying pickles like packaging, price, brand,
certification, oil content.
To know about the different attributes they want in new branded pickle
Satisfaction of price with quality
To know about the pickle purchasing point for the consumers
To know the preference of consumers for packaging
Satisfaction from flavors of pickle
To know about the information sources to the household about the different types of pickles
respondent’s perception about pickles
income group of respondents
gender of respondent
age of respondent


Questionnaire for the Retailer / Channel Partner:
Retailer no.:
Date:
NAME OF THE RESPONDENT: 3. AGE:
ADDRESS: ...................................................,

21. 21

................................................................,
...............................................................
PHN No.: ......................................
4. FOR HOW MANY YEARS YOU ARE IN THIS PICKLE BUSINESS?
Ans: ...........................................................
5. WHAT ARE THE DIFFERENT TYPES OF PICKLES YOU SOLD?
a. MIXED b. GREEN CHILLI c. MANGO d. TOMATO e.GINGER
f. LIME g. GARLIC h.. SWEET LIME i. DELA j. SRC
k. KHATTA MEETH l.SWEET MANGO m.MASHROOM n.AMLA o. ANY OTHER

6. WHAT IS THE PICKLE YOU SELL MOST IN ONE DAY? , RANK IT
a. MIXED b. GREEN CHILLI c. MANGO d. TOMATO e.GINGER
f. LIME g. GARLIC h.. SWEET LIME i. DELA j. SRC
k. KHATTA MEETH l.SWEET MANGO m.MASHROOM n.AMLA o. ANY OTHER
7. WHY THAT 1
ST
RANKED PICKLE IS SOLD IN MORE QUANTITY PER DAY?
Ans:
.....................................................................................................................................................................................................................
.....................................................................................................................................................................................................................
...........................................................
8. IN HOW MANY DAYS YOU SELL 1 Kg PICKLE? AND GIVE REASONS FOR IT
Ans:
.....................................................................................................................................................................................................................
.....................................................................................................................................................................................................................
............................................................
9. WHAT ARE THE BRANDS OF PICKLES YOU PURCHASE FROM THE DISTRIBUTOR?
a. NILONS PICKLE b. MOTHER PICKLE c. TOPS
d. OTHERS (PLEASE SPECIFY)
10. WHETHER THE DISTRIBUTOR COMES TO YOU?
a. yes b. no

22. 22

11. DO YOU THINK THE PRICE THAT IS FIXED IS AFFORDABLE TO THE CONSUMER? GIVE REASONS?
a. yes b. No

.....................................................................................................................................................................................................................
..........................................................................................................................................
11. WHAT ARE THE QUALITY PARAMETERS THAT YOU PREFER WHILE PURCHASING THE PICKLE?
Ans: a. ................................................................................................................................
b. ...............................................................................................................................
c. ................................................................................................................................
12. DO YOU SELL BOTH THE READYMADE AND ALSO THE HOME-MADE PICKLE?
a. YES b. NO
13. WHAT IS THE DIFFERENT RANGE OF SACHETS/BOTTLES YOU PREFER TO PURCHASE?
a . 100gm b. 200gm c. 250gm d. 500gm
14. IF A NEW BRAND PICKLE WITH ALL FLAVOURS ENTERS INTO THE MARKET, YOU PREFER IT?
a. YES b. NO
15. IF YES, WHAT ARE THE ATTRIBUTES YOU WANT IN THE PICKLE? IF NO, WHY?
Ans: ______________________________________________________________________________________
16. FROM WHERE DID YOU GET THE INFORMATION REGARDING PICKLE/ WHO INFLUNCES YOUR PURCHASE DECISION?
a. T.V. b. NEWSPAPER c. CINEMA d. RADIO e.HOARDINGS
f. ADVERTISEMENTS ON BUS g. PAMPHLETS h. WALL PAINTING i. WORD OF MOUTH
j. SOCIAL MEDIA k. SALES MAN l. ANY OTHER (PLEASE SPECIFY)
THANKING YOU SIR
SIGNATURE OF THE RESPONDENT:
TIME:

23. 23

PART K: DATA ANALYSISPLAN FOR RETAILER:
To know for how long he is in the pickle business
To know about the different types of flavor of pickles he sells to the consumers
To know the pickle that is sold very much in a day
To know the reasons why that particular pickle is sold very much in a day
To know the different brands he prefers to sell to the consumers
To know whether the distributor comes to his shop or not
To know about the price that is fixed by the brand is affordable to the consumer or not
What are the quality parameters that he observes while purchasing the pickles from the distributor
To know about the products sold i.e.., readymade or the home made pickle
To know about the different attributes they want in new branded pickle
To know about the information sources to him about the different types of pickles
PART L: QUESTIONNAIRE FOR THE INSTITUTIONAL BUYER
serial no. : _ _ _
date: _ _ _ _ _ _ _
NAME OF THE RESPONDENT: _ _ _ _ _ _ _ _ __ _ _ _ _ _ _ 3. OCCUPATION:
ADDRESS: _ _ _ _ _ _ _ _ _ _ __ _ _ _ _ _ _ 4. AGE:
_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _
_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _
___ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _
5. DO YOU USE PICKLES IN YOUR INSTITUTION?
a. yes b. No
6. IF YES, WHAT ARE THE FLAVOURS YOU USE IN YOUR INSTITUTION?
a. MIXED b. GREEN CHILLI c. MANGO d. TOMATO e.GINGER
f. LIME g. GARLIC h.. SWEET LIME i. DELA j. SRC
k. KHATTA MEETH l.SWEET MANGO m.MASHROOM n.AMLA o. ANY OTHER
p. OTHERS, SPECIFY _ _ _ _ _ _ _ _ _ _ _
7. WHAT IS YOUR PICKLE PURCHASING POINT?
a. RETAILER SHOP b. DISTRIBUTOR
8. HOW FAR IS THE PLACE OF THE RETAILER SHOP OR THE DISTRIBUTOR SHOP?
Ans: _______________________ _______________________________________________________

24. 24

9. WHAT IS THE FLAVOUR OF THE PICKLE YOUR CONSUMERS PREFER MOST? RANK IT

RANK
S.No. FLAVOUR OF PICKLE 1 2 3 4 5 6 7 8 9 10 11 12 13 15
1. Mango
2. Mixed
3. Garlic
4. Green Chilli
5. Khatta Meetha
6. Tangy Lime
7. Stuffed Red Chilli
8. Sweet Lime
9. Amla
10. Karela
11. Dela
12. Sweet Mango
13. Lime
14. Onion Pickle


15. Any Other

10. WHAT ARE THE REASONS FOR RANKING THAT PICKLE AS No. 1 , IS THERE ANY REASONS?
Ans:
__________________________________________________________________________________________________________________
__________________________________________________________________________________________________________________
______________________________
11. WHAT IS THE TOTAL QUANTITY OF PICKLES YOU PURCHASE FOR ONE MONTH?

25. 25

Ans: ____________________________________________________________
12. DO YOU PURCHASE HOME MADE PICKLES?
a. YES b. NO
13. IF YES, HOW MUCH QUANTITY YOU PURCHASE AS HOME MADE PICKLES?
Ans: ____________________________________________________________
14. WHICH BRAND YOU PREFER?
a. NILONS b. MOTHER c. TOPS d. OTHERS (PLEASE SPECIFY)
15. WHY YPU PREFER THAT BRAND, GIVE REASONS?
Ans: __________________________________________________________________________________
16. WHETHER YOU PREFER THE BOTTLES OR THE TINS? WHY?
Ans: __________________________________________________________________________________
17. WHETHER THE PRICE FOR YOU IS WORTH FUL TO YOU? GIVE REASONS
Ans: __________________________________________________________________________________
18. IF A NEW BRAND PICKLE WITH ALL FLAVOURS ENTERS INTO THE MARKET, YOU PREFER IT?
a. YES b. NO
19. IF YES, WHAT ARE THE ATTRIBUTES YOU WANT IN THE PICKLE? IF NO, WHY?
Ans: ______________________________________________________________________________________
20. FROM WHERE DID YOU GET THE INFORMATION REGARDING PICKLE/ WHO INFLUNCES YOUR PURCHASE DECISION?
a. T.V. b. NEWSPAPER c. CINEMA d. RADIO e.HOARDINGS
f. ADVERTISEMENTS ON BUS g. PAMPHLETS h. WALL PAINTING i. WORD OF MOUTH
j. AGENTS k. SALES MAN l. ANY OTHER (PLEASE SPECIFY)

PART M: DATA ANALYSIS PLAN FOR INSTITUTIONAL BUYER:
To know about the different flavors of pickles used in the institution
To know the purchasing point for the institutional buyer
To know about the preference of the consumers for different flavors of pickle.
To know the reasons why the consumers prefer that pickle most

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To know whether he prefers the home made pickle or the readymade pickles
To know the proportion of homemade pickles and the readymade pickles
To know the brand of the pickle he prefers
To know about the different attributes they want in new branded pickle
To know about the information sources to him about the different types of pickle










Budgeting
Current Sales of Pickle in CB- 659799
Current Sales of Pickle in Rs.- 46.18 Cr
Budget required for brand development- 6% of total current sales

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Budget in Rs.- 2.78
Budgets Required:
A. PROMOTION (ATL + BTL)
ATL:
TV Campaign
1. Objective: To create brand awareness for IDP amongst consumers at all India level by new Ad commercial.

Total Investment Budgeted 14000000
Total Media budget 14000000
Focus Markets A+B+C+D
(for show/channel selection)
Total Air Weeks
Starting Month OCT-16
TVC Run 20, 10 sec

Press Ads:
Objective: To create brand awareness through press in priority markets







Total Press Budget Rs. 1000000
Focus Markets A+B

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BTL: -
Objective: To get maximum number of touch points with the consumers.
This will facilitate the same and generate consumer interest and consumer trials.

Cluster C. Direct Contact Program – Sampling (in Priority states)
 Home to Home Sampling – in Select Cities ; Budget Allocation: - Rs. 104,400/-


Cluster B+C . Dealer Boards – Outdoor (in Priority States)

 Brand visibility through dealer boards – Starting with Priority towns.









B4. Retail POP
Objective: Generating high level of Brand Visibility at the retail level
Total Investment Budgeted
Rs 635,449

POP: 100000 Danglers - (Rs. 300000)
 Total 100000 Danglers to each RS @ Rs 3/ Danglers.
 Geography : All India

POP Form II: 11182 Banners: - Rs. 335449/-
 11182 Banners to each RS @ Rs 30/ Banners
 Geography : All India



Budget Required
Total Budgeted Amount 1632000
Focus Markets B+C
Total No. of Boards 2000
1 Board Size 8X3=24
Per Sqr Fit @34 34X24=816

816X2000

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ATL Spend
TV Ad 14000000
Newspaper Ad 1000000
Total ATL 15000000
BTL Spend
Consumer offer in 200&400@72 Per CB 6,567,708
Boards no.@34@8x3-2000 1632000
Sampling & Trails 104,400
Launch & Road show 1,000,000
ASM Budget in 1kg@5Rs/CB 1,551,643
ASM Budget in 5kg@10Rs/CB 308,799
Pickle Junction & Display 1,000,000
POP 635,449
Total BTL 12,800,000

Total budget required ATL+BTL 27,800,000

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