Post on 06-Apr-2018
8/3/2019 Mother's Recipe and Haldiram's PIckles Brand Exploratory
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PICKLE BRANDAUDITING AND
STRENGTHENING
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Brand inventory is an overview of all
the products marketed and
branded.
It is an overview of all the brand
elements vis. Slogans, logos, colour,design and jingles. It also identifies
the marketing mix elements and
indirect and direct competitive
brands.
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Mothers Recipe are authentic regional Indian
pickles and Food ingredients from India.
Wide variety of pickles are marketed by this
Brand. The flavours include mango, lime,
chilli, mixed, garlic, ginger, tomato and manymore.
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Logo of Mothers Recipe
Their slogan is " Discover the taste ofTradition".
They have sourced the finesttraditional recipe across India bringthe best to the customers.
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Stuffed Red Chilli
Pickle
Gujarati Methia
Pickle
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Punjabi Mango
Pickle
Andhra Gongura
Pickle
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There are several reasons other brands pose
competition for a particular brand in the market.
These are globalization, low-priced competitors,brand extensions of competitive brand and
deregulation.
Some of the direct and indirect competitors of
Mothers Recipe Pickles are Priya, Bedekar andHaldirams.
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Mothers recipe pickles come in a variety of
packaging styles.
For example, we get simple mango
pickle,vadu mango pickle, Punjabi mangopickle, simple lime pickle, simple chilli
pickle, lime and chilli pickle and many more
in 300 grams.
In 400 grams we get, Simple, Punjabi andMaharashtra mango pickle, simple and Kerala
lime pickle, simple mixed pickle and Punjabi
Panchranga.
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In 500 grams we get, green chilli pickle,
stuffed red chilli, mango and lime, chilli and
lime, garlic pickle, gongura thokku pickle and
onion pickle.
Only simple mixed pickle, Karnataka cut,simple lime pickle and simple mango pickle are
marketed in 1 kg packaging.
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Prices of Mothers recipe pickles are
reasonable which gives it an edge in
competition in the market.
Next slide summarizes price of some popularpickle available in the market.
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Pickles Prices (Rs.)
Mango Thokku(200 gms) 29
Green Chilli (200 gms) 32
Andhra Tomato Pickle (200
gms)
32
Lime Chilli Pickle (200gms) 29
Lime Pickle (200 gms) 28
Kerala Vadu Mango (300gms) 52
Garlic Pickle (200 gms) 55
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Haldirams has been providing Perfect
Taste and Quality in the Bestof Packaging to thecustomers since long time.
It manufactures wide variety of products ranging
from dry fuits to papad,pickles, sweets, namkeen
and many more
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In manufacturing of pickles, though it does
not manufacture a wide variety, but the
excellent taste of its pickles poses
competition to all other brands of pickles in
the market.
Pickles marketed by Haldirams are mango,
lime, mixed and chilli.
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Haldirams is well known for keeping up with its
slogan Haldirams: Taste mein naya twist by
introducing wide variety of products.
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Green chilli pickle Lime pickle
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Mango pickle Mix pickle
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Haldirams does not market pickles in a large
variety of packaging styles. We have only two
kinds; 400gms and 1kg.
We get Simple and sweet mango pickle,
simple and sweet lime pickle, green chilli
and stuffed red chilli pickle and simple
mixed pickle in 400gms and 1kg.
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Pickles Prices (Rs.)
Lime (400gms) 55
Mango (1kg) 80
Green chilli (400 gms) 75
Mixed (1kg) 80
Mixed (400 gms) 55
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Suppliers and distributors Of Haldirams
Products are spread across country.
Some of the suppliers of Haldirams Picklesare Haldirams Bhujiawala Ltd. In Kolkata, Sri
Vinayak Distributors and Sri Sairam
Enterprises in Bangalore and many more.
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Other brands pose a competition for Haldirams
mainly because of less variety of pickles. Its major
competitors are Bedekar, Priya, Mothers Recipe andAshoka Pickles.
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The brand exploratory is research activity
conducted to understand what consumers think
and feel about the brand . Identify sources of
brand equity.
For the purpose of our study the brands chosen
for the brand audit are Mothers Recipe andHaldirams.
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Primary data was obtained through self-
administered questionnaires. 20 respondents whoconsumed pickles were interviewed.
This research is conducted in two phases.
First phase- The report is based on the results of awide survey, that is, personal interview with the aidof printed questionnaires.
Second phase- For the two selected brands-Mothers Recipe and Haldirams separatequestionnaires have been designed.
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Do you consume pickles? Do you prefer
homemade or readymade pickles?Please provide the top three (3) brands that you
mostly purchase?
Which are your favourite flavours?
How frequently do you buy pickles?
What are the value(s) of the product that is
most important to you? (Quality, Price,
Reliability, Ingredients, Taste, Healthy)What is the quantity preferred -100gms
200gms2 50gms 300gms 400 gms 500 gms 1kg?
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Rate the satisfaction level in readymade
pickles?
Do you consider packaging of product while
purchasing, if yes, then among following what
are the parameters on which you judge it:
1. Jars
2. Plastic Trays3. Bags
4. Cans
5. OthersAre you willing to change your brand? If yes,
then which brand would you like to switch over
to?
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Generally students bought pickles in 250 gms jars.
At homes pickle was purchased once in 2 monthsabout the size between 300-400 gms.
Satisfaction level-
Mothers recipe - highly satisfied
Haldirams - fairly satisfied
Others fairly satisfied to satisfied
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What are first 5 words which come into your mind
when you think of the brand.
Can you recall the slogan for the brand? What wouldyou say is its mission? What are the key messages? Are
these consistent across all channels and media?
Do you trust the brand?
Do you think that the prices charged are justifiable?
Which quality of brand you think makes it unique?
favourite flavour(s).
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The names which commonly strike the customers mind
in regard to the brand are tasty, yummy, ethnic,traditional, homemade alike
The customers have been consistently using the brandsince last 6-7 yrs which shows their strong brand
loyalty.
Homemade like taste and high quality streak makes itunique brand.
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Most liked pickle flavours are mango, lime, chilli
and mixed.
The trust rate was amazing 100%, and preference
for their new products turned out to be 100%.
Suggestion found through survey was that customers
now demand the brand to introduce some modern
flavours and less oil pickles which can be consumedas diet pickles also.
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Brand Image
Yes
No
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The names which commonly strike the customers
mind in regard to the brand are tasty, yummy,
unique, different, trustworthy
The customers have been consistently using the
brand since last 2-3 yrs.
The most liked pickle flavours are mango and
mixed.
Need for brand to create strong image in pickle
market and introduce more exotic flavours.
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Strengthening the brand Haldiram
High growth potential
Demand is for introducing exotic flavours
Expanding their product range andintroducing new flavours
Adding more variety in mango flavour
because it is rated the most popular flavour
Same strategy applied to the lime and chilliflavours
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Increasing the range of sizes in which pickles
are available
Emphasize more on their unique taste
Addition of range of herbs pickle, addflavours like Corainder, Pudhina, Curry etc.
Promote more their pickles in their exclusive
retail outlets
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Thank You..