Rough Project

RAJAGIRI COLLEGE OF MANAGEMENT AND APPLIED SCIENCE
CHAPTER 1- INTRODUCTION
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INTRODUCTION
WHAT IS MARKETING STRATEGY?
A Marketing Strategy refers to a business, overall game plan for reaching prospective
customers and turning them into customers of the product or services the business provides.
Marketing Strategy contains the company’s value proposition, key band messaging, data on
target customer demographics and other high level elements.
Marketing Strategy is an ongoing process that evaluates and controls the business and the
industry in which the company is involved: assesses the competitors and sets goal and strategies
to meet all existing and potential competitors.
WHO ARE COMPETITORS?
Any person or an entity which is a rival against another.
In business, a company in the same industry or a similar industry which offers a similar product
or services can be competitors.
The presence of competitors can reduce the prices of goods and service as the companies
attempt to gain a larger market share.
ABOUT GRANDMA’S FOOD PRODUCTS
Grandma’s Food Products is a part of K.P Chacko&Sons, a prominent presence in jewellery,

retailing, property management and food industry.
Having occupied a pride place in Kerala, Grandma’s went on to conquer the US, Europe,
Middle East and Far East.
Today Grandma’s is a name to reckon with, across the world, wherever Indians live.
Grandma’s Kitchen provides a wide variety of food products which include: pickles, jams,
squashes and syrup, spices, curry powders, canned foods, chutney powders, rice and wheat
products.
Grandma’s Kitchen mainly focuses on export of food products to foreign nations.
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Competitors of Grandma’s Kitchen are Eastern Curry Powders, Brahmins food products,
Sara’s group of companies, Double horse, Kitchen treasures.
WHY WE CHOSE THIS TOPIC
This topic was chosen because marketing is found as the core and important part in business
activity. Marketing Strategy helps to distinguish companies product from its competitors.
SIGNIFICANCE OF STUDY
In this research, the significance of this study is to bring together, the various ways and facts
regarding subject matter, Effectiveness of Marketing Strategy adopted to tackle competitors of
Grandma’s Kitchen, Ernakulam.
The research work will help us to know different marketing strategy that company adopts to
tackle competitors in the market.
The research work will provide them with vital information regarding the effectiveness of
Marketing Strategy adopted to tackle competitors of Grandma’s Kitchen. The company can
utilise this study to make amendments or control the number of lapses that may be affecting
effectiveness of marketing strategy adopted by the company.
SCOPE OF STUDY
This study is limited to Grandma’s Kitchen, Ernakulam alone where the researcher wants to
find out the effectiveness of Marketing Strategy adopted by the company to tackle competitors.
OBJECTIVE OF THE PROJECT
PRIMARY OBJECTIVE
➢ To Study the effectiveness of Marketing Strategy adopted by to tackle competitors of

Grandma’s Kitchen.
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SECONDARY OBJECTIVE
➢ To study different marketing strategies adopted by Grandma’s Food Products.

➢ To study the customers attitude towards the Grandma’s Food Products.
➢ To study about 4 P’s of Marketing.
➢ To analyse consumers attitude towards competitor of the Grandma’s Food Products.
RESEARCH DESIGN
DATA COLLECTION METHODOLOGY AND INSTRUMENTS
➢ PRIMARY METHOD
Primary data is collected by handing out questionnaires and through personal interaction.
➢ SECONDARY DATA
Secondary data will be collected from company files and websites.
PRESENTATION OF DATA
The statistical tool in the study will be presented in the form of tables, bar graphs and
percentages.
POPULATION
The total number of customers of Grandma’s food products are
SAMPLE SIZE
Sample size for our study is 60
SAMPLING TECHNIQUE
The sampling technique for our study is convenience sampling.
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CHAPTER 2 – INDUSTRIAL AND COMPANY

PROFILE
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INDUSTRIAL PROFILE
HISTORY OF SPICES INDUSTRY
By 3000 B.C, turmeric, cardamom, pepper and mustard were cultivated in

Harappa and Mohenjo-Daro, in the Indus valley, were of occupied mixed stock somewhat
larger in structure than either the Sumerians of those communities. The bad club wheat barely
sheep and goats from the Iranian plateau and cotton from Southern Arabia or North East Africa
but were held back by their reliance on food water due to lack of knowledge of irrigation.
Summer bad trade links with the Indus valley via Hindu Kush by 3000 BC and by sea
from 2500 BC thus thinking the Harappa’s with both Sumerians and Egyptian, where cumin,
anise and cinnamon were used for embalming by 2500 BC.
By 1750 BC Harappa civilization had disappeared probably due to flood and tectonic
shift were replaced by the Aryans who invaded via Hindu Kush by 1500 BC. The Aryans had
considerable contact with Babylon from whence the original flood legend arose o be adopted
by both the Aryans and the Hebrews and several other civilization.
In Britain the term “curry” has come to mean almost any Indian dish whilst most from
the sub-continent would say it is not a world they use but if they did it would mean a meat,
vegetable or fish dish with spicy sauce and rise or bread.
The earliest known recipe for meat in spicy sauce with bread appeared on tablets found
near Babylon. In Mesopotamia written in uniform text discovered by the Sumerians and dated
around 1700 BC probably as an offering to the good Marduk
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INDUSTRY PROFILE OF SPICES
. Spices and aromatic vegetables products were used as a flavouring or condiment

normally refer to the derivatives from certain herbs like seed, Leaves, Bark, root etc. They were
used mainly for enhancing taste of the food. The word spice is derived from the word spices
which was applied to groups of exotic foodstuffs in the middle ages.
Spice term was formerly applied also to pungent or aromatic food, as ingredient of
incense or perfume and to embalming agent. Modern trend to limit the term to flavouring used
in food or drink. Although many spices have additional commercial uses eg: as ingredients of
medicine, perfumes, incense and soaps.
The earliest literary record in India on spice is the Rig Veda. (BC1500). The story
Indian spices dates back to BC 7000 years into the past during the period of gulf of Campattu,
which is discovered into the sea shore of Gujarat. In the modern world major thrust traditionally
a country of agriculture India leads the trade spices can improve the palatability and the appeal
of dull diets or spoiled food piquant flavours stimulate salivation and promote digestion in
tropical climate. On the other hand they can add sense of inner warmth when present in cooked
foods used in cold climate in India, traditionally, spice, formed a part of common man’s daily
food.
INDIA AND SPICES
India produces 2.5 million tons to 3 million tons of spices annually. India produces spices of
different categories worth around US$ 3 billion. In terms of volume and value, India accounted
for 46 percent and 23 percent in value of global spice trade. (Source: Spices Board India) India
accounts for 25-30 per cent of world’s pepper production, 35 per cent of ginger and about 90
per cent of turmeric production.
Among the Indian Federal states, Kerala tops in pepper (96 percent), Cardamom
(53 percent), Ginger (25 per cent) production in the country. Andhra Pradesh leads in Chilly
and Turmeric production in the country with 49 per cent and 57 per cent. In coriander, cumin
and fenugreek production in the country, Rajasthan emerges as the largest producer with 63
per cent, 56 per cent and 87 per cent. The world spice trade is estimated at US$ 1.5-2 billion
in terms of value and 500,000tonnes in terms of quantity.
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CURRENT SCENARIO
Within the past one decade, the international trade in spices has grown by leaps and bounds.
As estimated 500.000 tone of spice and herbs values 1500 million US dollars are now imported
globally every year. An impressive 46% of this supply comes from India. India’s exports and
spice extracts have made spectacular growth attaining over 50% of the global market within a
short span.
This remarkable achievement is boon of a sea change in the industry scenario.
The Indian share
At present India produce around 2.5 million tons of different spice valued at
approximately 3 million US dollar, and hold the premier position in the world. Because of the
varying climate suitable for the spice cultivation almost all spices are grown in this country. In
almost all spices are grown in this country. In almost all the 28 states and six union territories
of India, at least one spice is grown in abundance. No country in the world produces as much
variety of spices as India.
EXPORTS OF SPICES FROM INDIA

India can now boast as the monopoly supplier of spice oils and oleoresins the world over. In
the case of curry powders, spice powders, spice mixtures and spices in consumer packs, India
is in a formidable position. The consistent effort of the Board during the last one decade has
improved the share of the value added products in the export basket to 60%
HISTORY OF FOOD INDUSTRY
The Food Industry has changed and developed over the decades in order to satisfy customer
needs and consumer behaviour. This industry is characterized by a complex system of activities
concerning supply, consumption and delivery of food products across the entire globe. My
dissertation will focus on the history of the American food industry, concentrating on the
development of the market from World War II (WWII) until today. Before WW II, all over the
world the people used to eat in very simple ways using only local and seasonal products as they
were constrained to a geographical area. Another important change occurred in the role that
women played within their family: as the men left to fight in the war the female population had
to replace them working in industry. While their disposable income increased, the time they
could dedicate to housework decreased drastically, with a consequent rise in demand for
industries that could produce readymade food in their place. After the war, the processed food
that was initially developed for soldiers on the frontline became produce for grocery stores and
restaurants in towns and cities. This phenomenon became even more evident when Richard
and Maurice McDonald understood the importance of making food quickly, selling it cheaply
and spending less time and resources in looking for the best quality food sources and in the
final product. The two brothers redesigned the food preparation sector, as in the automobile
assembly line, in order to achieve the product at a lower cost. McDonald’s was the first of a
series of fast food restaurants that, in a brief period, managed to compete in the market by
offering reasonable products at a low price. 4 However, very soon studies started showing how
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cardiovascular problems, diabetes, musculoskeletal disorders, cancers and obesity, all diseases
related to poor eating habits, were drastically on the increase. The results were analysed by
several scientists, as, for example, Ancel Keys who observed how, unlike monounsaturated
fats, saturated fats caused heart diseases. In 1968, Senator George McGovern, head of the
Senate State Committee on Nutrition and Human Needs, started out on a mission to fight bad
dietary habits. He worked on several food assistance programs aimed at formulating science
based recommendations on which healthy foods Americans should eat in order to lower their
risk of heart diseases and other chronic illnesses. The word ”Dietary Goal” was first published
in 1977 and stimulated reactions in the scientific community, in the food industry and numerous
public health organizations. Soon food producers had to face a new challenge: awareness about
healthy nutrition was increasing, the slogan “you are what you eat” became more and more
representative of the people’s new mindset. However, whilst people wanted to consume food
with no fat, it was actually the fat that gave it flavour and so, once it was removed, the consumer
no longer found it attractive. The industry had then to invest millions of dollars adapting to the
consumers’ new requests but also maintaining the products’ appeal. Not only fast food chains
tried to diversify and introduce new lines of products such as salads, fruit and organic food, but
also competition between restaurants and fast food chains that offered healthier foods
increased. As people looked for healthy alternatives, this phenomenon caused the decline of
many conventional fast food companies that in the past had been market leaders. The opening
chapter of this dissertation will initially analyse the changes in consumer behaviour and the
different business models since the last World War.
Consumer behaviour describes how people make decisions when purchasing goods. Businesses
continuously search the solution to this question in order to have a much better chance of
creating and producing the right merchandise for the right target consumers at the right time.
People make decisions about goods from much earlier than they probably realize. Over time
they develop a systematic way to choose from among the alternatives sometimes not even being
not aware of it. Other consumers, instead, follow a similar process of making decisions.
Business enterprises are established in order to create, deliver and capture prominence with the
customer. Whenever a business enterprise is established, it either explicitly or implicitly
employs a particular business model that represents the design and architecture of the
mechanisms it uses. It thus reflects management’s attitudes to what customers want, how they
want it, and how the business can best meet those needs, get paid for doing so, and make a
profit. In the second chapter of my dissertation I will focus on the American food industry, its
development through time and its specific characteristics. By observing its complete story and
changes over the decades, clear evidence of market trends, transformation and mechanization
will emerge. The one factor of our lifestyle that changed drastically during and after WWII is
the way we eat. Food had to evolve, and with that evolution came industrial farming at a scale
we had never seen before, mass food preservation through canning or freezing, and a technical
revolution in the kitchen. One of the biggest changes instituted by WWII was the increased
demand of processed food as women went out to work to replace the male workers sent to war
and had less time to cook in the home. To feed the soldiers at front, the market developed new
ways of offering readymade food that was easy to eat and to store; thanks to its success, after
the war it was also implemented in American society creating a revolution in food production.
The last chapter of my thesis will concentrate on two typical companies of the American and
global food market. I decided to focus “A&W All American food” and “PaneraBread” as they
represent how businesses have adapted to changes in consumer behaviour and how new
business models were employed to create impact on the customers and satisfy their
continuously changing needs. Comparing these two businesses it is easy to see how firms have
concentrated on different requests over time. The first represent the post-war mindset:
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companies that wanted to produce fast, cheap, tasty and appealing food in huge quantities,
while the second shows how the increase in health awareness and importance of nutrition has
influenced the way in which food is offered nowadays: slow, healthy, accessible and natural.
In my dissertation I will endeavour to report the phenomenon of changes in consumer
behaviour and the consequences on the food market. Through research and the analysis of data
from several sources, I will attempt to demonstrate how habits and attitudes have changed in
time and, whilst there has been an increase in consumer demand for convenience and pleasure,
how, in recent years, there also been an escalation in awareness regarding health and
sustainability issues. These new trends have drastically influenced how businesses operate in
the food market and who the market leaders are.
FOOD AND BEVERAGES INDUSTRY
The global food and beverages industry is made up of many segments, including groceries, oils
and fats, food additives, functional foods and beverages, packaged foods, health and natural
foods, canned food, baked food, baby food, animal food, soft drinks, alcoholic drinks, energy
drinks and packaging.
The industry is driven by consumer demand for more nutritious food and better packaging,
which also spurs technology advances in the field. Today pasteurisation, high pressure
processing, UV treatment and nanotechnology are influencing the industry. A concern for the
environment has led to the use of more recycled material for packaging.
The growth of food and beverages industry is propelled mainly by developing countries such
as India, China, Brazil as the economies of these nations improve and more people are lifted
into the middle class.
The global food, beverage and grocery industry was estimated to be worth $7.8 trillion in 2015,
or about 10 percent of the world GDP, according to Plunkett research. The global packaged
food industry was worth $2.5 trillion. In 2013, global food exports added up to $1.43 trillion.
FOOD AND BEVERAGES PRODUCTS IN INDIA
India is expected to become the fifth largest consumer market in the world by 2025, according
to a paper prepared by The Confederation of Indian Industry (CII) and Grant Thornton.
Food and beverages is the biggest of the consumption categories. The F&B sector is supported
by vast agriculture sector. India is the biggest producer of pulses and the second biggest
producer of rice, wheat, sugarcane, fruits and vegetables.
India is also the biggest producer of milk and buffalo meat and ranks fifth in poultry production.
The other helpful factors : large extents of arable lands, favorable climate, long coastline, and
low wages.
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The liberalization of the economy in the early 1990s minimized business barriers. The sector
has found more avenues to the market with the development of modern retail system such as
supermarkets. Meanwhile, transportation and storage logistics have improved.
The huge population (1.27 billion in 2015) and the burgeoning middle class are the other
advantages of the industry. About half the population is under 30 years of age, and many of
them start to earn early and strive to lead a better quality of life.
The higher income levels of consumers give them higher disposal incomes. Lifestyle have
changed, and more families are eating out and trying different cuisines. Working couples are
increasingly purchasing convenience foods.
Consumers have become more discerning and those in urban areas particularly trust branded
foods for their promise of quality.
A section of consumers have become extremely health conscious. This segment is moving
towards protein-rich foods, fruits and vegetables from carbohydrate-rich or fat-laden items.
Quality-conscious customers have taken the bottled water market to $50 million.
The beverage industry, excluding alcoholic beverages, is worth about $16 billion. Tea and
coffee are the most popular beverages, followed by soft drinks (carbonated drinks and juices),
health drinks, milk-based drinks, flavored drinks and energy drinks.
Half of the tea and coffee consumed in the country is sold unpacked. The alcoholic beverages
market is estimated to be worth $35 billion, with whiskey, beer and wine as the most popular
drinks.
The F&B industry would do well to adopt global standards of quality and safety to earn more
consumer trust. The need of the hour is the introduction of Total Quality Management
principles.
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COMPANY PROFILE
ABOUT GRANDMA’S KITCHEN:
Grandma’s Food Products was established by one of the leading business group of Kerala M/S
K.P Chacko and Sons in the year 1994 at their hometown, Muvattupuzha. The company started
its operations with just one but unique variety of pickle. Hot and sweet lime pickle. Key
ingredients to this pickle are lime and dates with a unique mouth mattering taste of both
sweetness and hot. Over and above all it was 100% preservative free. Later on other varieties
of pickle were introduced in their product line and diversified into various other varieties of
food products like jams, squashes, soft drinks, spices, curry powders, canned foods ready to
eat vegetable curries, rice flour, wheat flour, snacks and many more.
Grandma’s believe that social concern and organisational reputation are much more important
than profitability. So the company is committed to the introduction of food products with
highest standard of hygiene and quality at very reasonable prices. Professional management,
scientific approach, innovative products and strict quality and hygiene management has bought
Grandma’s food Product to great success.
Grandma’s have emerged as one of the major exporter of food products from Kerala. When a
major exporter from the United States of America came to know about the Grandma’s hot and
sweet pickles. They verified the product, inspected the factory and hygiene standards and
requested Grandma’s to supply them for marketing in USA. In US, pickles which were not hot
were in greatest demand and hence hot and sweet pickles were a great success there. Export
encouraged Grandma’s to introduce not hot varieties and after much study Grandma’s came
out with Grandma’s lime white pickle which was another innovative product in the market.
Grandma’s later on introduced other white pickles mainly for exporting. Grandma’s now hold
a major share of pickle market in USA.
Grandma’s is associated with many gherkins dealer in Israel and now is major exporter of
gherkins from India to Israel. The Grandma’s factory was awarded “KOSHER” certificated
from Israel Health Department for its good manufacturing practices.
Apart from these Grandma’s food products is exporting products to Canada, European
Countries, Middle east countries, Australia, Botswana and various other part of the world.
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VISION
The vision of the company is to spread across the world, the goodness of traditional taste of
Kerala through Grandma’s range of products.
MISSION
To produce a world class business leader in food industry through International best practices,
better entrepreneurship and management and develop globally competitive process and
technology of food processing.
FUTURE EXPANSION
The rapid expansion of the food industry and better marketing has stimulated increased demand
of processed food Grandma’s food products are on the look out to conquer more market share
and introduced of new innovative products. Grandma’s is also planning to re-design the supply
chain achieve more efficiency and coverage.
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CHAPTER 3- THEORATICAL FRAMEWORK
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WHAT IS MARKETING STRATEGY?
A strategy that integrates an organization's marketing goals into a cohesive whole. Ideally
drawn from market research, it focuses on the ideal product mix to achieve
maximum profit potential. The marketing strategy is set out in a marketing plan. It is a process
that can allow an organization to concentrate its limited resources on the greatest opportunities
to increase sales and achieve a sustainable competitive advantage.
Marketing is the process used to determine what products or services may be of

interest to customers, and the strategy to use in sales, communications and business
development. It generates the strategy that underlies sales techniques, business communication,
and business developments. It is an integrated process through which companies build strong
customer relationships and create value for their customers and for themselves. Marketing is
used to identify the customer, satisfy the customer, and keep the customer. With the customer
as the focus of its activities, marketing management is one of the major components of business
management. Marketing evolved to meet the stasis in developing new markets caused by
mature markets and overcapacities in the last 2-3 centuries The adoption of marketing strategies
requires businesses to shift their focus from production to the perceived needs and wants of
their customers as the means of staying profitable. The term marketing concept holds that
achieving organizational goals depends on knowing the needs and wants of target markets and
delivering the desired satisfactions. It proposes that in order to satisfy its organizational
objectives, an organization should anticipate the needs and wants of consumers and satisfy
these more effectively than competitors. The field of marketing strategy encompasses the
strategy involved in the management of a given product. A given firm may hold numerous
products in the marketplace, spanning numerous and sometimes wholly unrelated industries.
Accordingly, a plan is required in order to effectively manage such products. Evidently, a
company needs to weigh up and ascertain how to utilize its finite resources. For example, a
start-up car manufacturing firm would face little success should it attempt to rival Toyota, Ford,
Nissan, Chevrolet, or any other large global car maker. Moreover, a product may be reaching
the end of its life-cycle. Thus, the issue of divest, or a ceasing of production, may be made.
Each scenario requires a unique marketing strategy. Listed below are some prominent
marketing strategy models.
DEVELOPING A SUCCESFUL IMPLEMENTATION OF MARKETING

STRATEGY
Marketing strategies serve as the fundamental underpinning of marketing plans

designed to fill market needs and reach marketing objectives. Plans and objectives are generally
tested for measurable results. Commonly, marketing strategies are developed as multi-year
plans, with a tactical plan detailing specific actions to be accomplished in the current year.
Time horizons covered by the marketing plan vary by company, by industry, and by nation,
however, time horizons are becoming shorter as the speed of change in the environment
increases. Marketing strategies are dynamic and interactive. They are partially planned and
partially unplanned. See strategy dynamics. Marketing strategy involves careful scanning of
the internal and external environments. Internal environmental factors include the marketing
mix, plus performance analysis and strategic constraints. External environmental factors
include customer analysis, competitor analysis, target market analysis, as well as evaluation of
any elements of the technological, economic, cultural or political/legal environment likely to
impact success. A key component of marketing strategy is often to keep marketing in line with
a company's overarching statement. Besides SWOT analysis, portfolio analyses such as the
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GE/McKinsey matrix or COPE analysis can be performed to determine the strategic focus.
Once a thorough environmental scan is complete, a strategic plan can be constructed to identify
business alternatives, establish challenging goals, determine the optimal marketing mix to
attain these goals, and detail implementation. A final step in developing a marketing strategy
is to create a plan to monitor progress and a set of contingencies if problems arise in the
implementation of the plan the following are the major Development of a marketing strategy.
➢ UNDERSTAND YOUR CUSTOMER - Develop a clear picture of your target

customer using market research and analysis. Understand their pain points and the
benefits of your solution.
➢ ANALYZE THE MARKET - Some basic market research should allow you to find
market data such as total available market, market growth (historical numbers and
projections), market trends, etc. Having a strong marketing research plan is the first
step in building a winning marketing strategy that will drive sales and grow your
business. Market Research is the process of learning as much about your target market
as possible – essential to successful marketing. Without first researching your potential
market, launching a product or service is like shooting in the dark. Unfortunately, too
many small business owners shy away from taking the time to do the thorough
marketing research and strategy that is needed to build a successful business.
➢ ANALYZE THE COMPETITION - Ask yourself what other choices your target
customers have to solve their pain point. Research and assess the strengths and
weaknesses of each. A solid competitive marketing strategy is the key to maximizing
your business growth. Essentially, a good competitive analysis involves understanding
three main elements:
Their key pain points (that your product will solve);
• target customers;
• Competitive solutions (other ways the target customer could solve their problem).
Develop the competitive marketing strategy easily by following these three functions:
➢ DEVELOP A TARGET CUSTOMER PROFILE - Your target customer is the

individual or individuals who will purchase your product. Hopefully you already have
some idea of who your ideal target customer is (not specific names, but the type of
buyer they are: eg, retail sales managers, or stay-at-home moms, or whatever). You
need to get inside your target customer’s head, and paint as detailed a picture of them
as possible. There is often value in narrowing your market niche by tightening up your
target customer profile (eg, stay-at-home moms who work out of the home, versus all
stay-at-home moms), especially if you are a small company or just starting out.
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➢ IDENTIFY YOUR TARGET CUSTOMER’S PAIN POINTS - It will be much easier

to market and sell your product if it is solving a key problem facing your target
customers. Especially in a recession, other things are considered “nice to have” and it
can be much harder to drive those purchase decisions. Think about the detailed target
customer profile you just painted, and identify the top 3-5 issues that keep them awake
at night. How can your product solve one or more of those pain points? If your product
is not a solution to one of your customer’s top problems, you may need to re-evaluate
either your product or your target market.
➢ IDENTIFY AND ANALYZE YOUR COMPETITORS - Once you have completed

steps one and two, it becomes fairly straightforward to identify your main competitors:
just ask yourself what other solutions your target customer has to their problem. Often
your main competitors will be other companies with products that are very similar to
yours. But be on the lookout for different ways that the customer could solve their pain
point – those are competitors also. Now consider the ways in which your product or
service is better than the competitive options at solving the pain point of your target
customer. Make a list and refine it – it should be short and easy to communicate. This
is your Unique Selling Proposition (USP).
➢ RESEARCH DISTRIBUTION CHANNELS - What is the best way to deliver your

product or service to your target customers? This will impact your sales strategy and
your financials, as well as your marketing mix.
➢ DEFINE YOUR MARKETING MIX 4 Ps
• PRODUCT OR SERVICE:-
What are the top three needs of your target customer base? What keeps your customers awake
at night?
What unique value do you have to offer that meets those customer needs?
Will you offer a single product or service, or will you have multiple options to target different
needs or segments?
• PRICE:-
How do you want customers to perceive your product: the budget choice, the luxury item,
or something in between?
What is your competitors' pricing, and how does your product or service compare to theirs?
Will you have a single product at a single price, or offer multiple levels of pricing to target
different segments?
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• PLACE:-
Where do your customers typically look for a solution to their need? That could be a physical
place (eg, a retail chain) or a distribution channel or other medium (eg, online).
How do your competitors get their product to the end customer?
What are the optimal / fastest / most cost-effective way to deliver your product or service to
your customer?
• PROMOTION:-
What media do your target customers read or view? (magazines, TV shows, websites, blogs,
forums, stores, etc)
Where do your customers go to find information to help them solve the problem that your
product or service addresses?
When will target customers be most receptive to learning about your product or service? (Eg,
at a certain time of year, at a certain place, while doing a certain other activity, etc).
➢ ANALYZE THE FINANCIALS - Put together your marketing budget and evaluate
projected marketing ROI, customer acquisition costs, etc.
➢ REVIEW AND REVISE - Continuously evaluate the effectiveness of your marketing

strategy, and revise or extend as needed.
ESSENTIALS OF MARKETING STRATEGY
Any marketing strategy to be worth calling as successful or effective must enjoy certain extra
which can be called as essential or requisites of it. The basic guide lines used to call a strategy
a successful one used by experts are:
➢ It is consistent: A marketing strategy to be effective is to consistent with the overall and

specific objectives and policies other strategies and tactics of the marketing
organisation. Interval consistency is an essential ingredient of a good strategy as it
identifies the areas where the strategic decisions are to be made imminently or in the
long run.
➢ It is workable: Any strategy however laudable and theoretically sound is meaningless

unless it is able to meet the ever changing needs of a situation. In this business world
contingency is quite common and the strategy that strikes at the head to contribute to
the progresses and prosperity of marketing organisation.
➢ It is suitable: A strategy is emergent of situations or environment. It is subservient of

changing environment of business world. It is but natural that any strategy not suiting
to the environment can impound organisation in the compound of danger, distress and
frustration.
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➢ It is not risky: Any strategy involves risk as uncertainty is certain; what is important is
that extent of the risk involved or associated with strategy is reasonably low as
compared to its pay-off or returns. It is because a high risk very strategy may threaten
the survival of the marketing organisation, let alone its success, if calculations go fit.
➢ It is resource based: A sound strategy is one which is designed in the background of the
available resources at its command. A strategy involves certain amount of risk which
can hardly be segregated. A strategic decision warrants commitment of right amount of
resources to the opportunity and reservation of sufficient resources for an anticipated
or “pass through” errors in such demands of resources.
➢ It has a time horizon: The statement “a stitch in time saves nine” that aptly applies to
the concept of strategy. A sound strategy is time bound to be used at the nick of the
hour and tick of the opportunity. It has an appropriate times horizon. This time which
is costlier than money and its horizon banks on the goals to be achieved. The time
should be long enough to permit the organisation to make adjustments and maintain the
consistency of the storage.
FEATURES OF MARKETING STRATEGIES
➢ DYNAMIC: The concept of marketing strategy is relative as it is designed to meet the

changing demands of a situation. Each situation and event needs a different strategy
that is why strategy are revised and recast very frequently to cope up with the changes
in a given situation or event.
➢ FUTURISTIC: A marketing strategy is forwarded looking. It orients towards future. A
marketing strategy is designed to bring out the organisation from a ditch of digression
to the path of progress for better change in the coming times.
➢ COMPLEX: A marketing strategy is a very complex plan impounding in its compound
other plans or firms of plans which area must to achieve the organisational goals. It is
a compendium or complex of plans within plan to out beat the strength and vitality of
others in the line are allied activities.
➢ PROVIDE DIRECTION: Marketing strategies provide a set direction in which human
and physical resources will be allocated and deployed for achieving organisational
goals in the face of change environmental pressure, stress and constraints and restraints.
➢ COVERING ALL ASPECTS: Marketing strategies involve the right combination of
factors governing the best results. In fact strategic planning warrants not only the
isolation of various elements of a given but a judicious and critical evaluation of their
relative importance.
➢ LINK BETWEEN THE UNITS AND ENVIRONMENT: The strategic decisions that
are basically related with likely trends in the changing marketing changes in the
government policies, technological developments, ecological change over’s, social and
cultural-overtones. Then, the ever changing environment which is external to the
organisation has impact on it because unit is the sub systems of supra system namely
environment.
➢ INTERPRETATIVE: Marketing strategies are the interpretative plans formulated to
interpret and give meaning to other plans in the spot-light of a specific situation or
situations. They demand an adjustment of plans in anticipator of the reactions of those
who will be influenced. Strategic decisions are the result of a complex and intricate
process of decision making.
19
➢ TOP MANAGEMENT BLUE-PRINT: Marketing strategies, their formulation is the

basic responsibility of top management. It is because; it is top management that spells
out the missions, objectives, goals and the policies and strategies are the ways to reach
them. Thus top management is not only to say where to go but how best to go the
terminal point
MARKETING SPECIALIZATIONS
With the rapidly emerging force of globalization, the distinction between

marketing within a firm's home country and marketing within external markets is disappearing
very quickly. With this in mind, firms need to reorient their marketing strategies to meet the
challenges of the global marketplace, in addition to sustaining their competitiveness within
home markets.
FORMULATION OF MARKETING STRATEGY
Strategy formulation is the broadest, longest-term marketing activity. At this stage, complex
and subtle integration with other corporate functions is required. All of the functional strategies
must fit together into a business strategy. Because marketing deals with customers and the
competitive environment, it is an early part of the total strategy formulation process. When
done well, it is impossible to separate the marketing strategy from the corporate strategy. The
two meld into a unified whole. Strategy Formation Marketing Planning Programming,
Allocating and Budgeting Implementation Analysis and Research Monitoring and Auditing 26
The strategic process is one of working with market dynamics (a particular segment or selection
of the market) to achieve a solid positioning of the product/service offering that contains a clear
‘benefit promise’ to the consumer which is differentiable from the offers of the competition
and which thus positions the firm well for potential competitive responses to its actions.
TYPES OF MARKETING STRATEGY
There are different types of marketing strategies available. Picking up a marketing strategy
includes analysing the needs of your business, your target audience and specifications of your
products.
The two main types of marketing strategy are:
1. Business to business (B2B) marketing
2. Business to consumer (B2C) marketing
The most common form of marketing is business to consumer (B2C) marketing. Let’s explore
a bit more.
Following are the different types of marketing strategies
20
1. Paid advertising
This includes multiple approaches for marketing. It includes traditional approaches like TVCs
and print media advertising. Also, one of the most well-known marketing approach is internet
marketing. It includes various methods like PPC (Pay per click) and paid advertising.
2. Cause marketing
Cause marketing links the services and products of a company to a social cause or issue. It is
also well known as cause related marketing.
3. Relationship marketing
This type of marketing is basically focused on customer building. Enhancing existing

relationships with customers and improving customer loyalty.
4. Undercover marketing
This type of marketing strategy focuses on marketing the product while customers remain
unaware of the marketing strategy. It is also known as stealth marketing.
5. Word of mouth
It totally relies on what impression you leave on people. It is traditionally the most important
type of marketing strategy. Being heard is important in business world. When you give quality
services to customers, it is likely that they’d promote you.
6. Internet marketing
It is also known as cloud marketing. It usually happens over the internet. All the marketing
items are shared on the internet and promoted on various platforms via multiple approaches.
7. Transactional marketing
Sales is particularly the most challenging work. Even for the largest retailers, selling is always
tough especially when there are high volume targets. However with the new marketing
strategies, selling isn’t as difficult as it was. In transactional marketing the retailers encourage
customers to buy with shopping coupons, discounts and huge events. It enhances the chances
of sales and motivates the target audience to buy the promoted products.
8. Diversity marketing
It caters diverse audience by customizing and integrating different marketing strategies. It

covers different aspects like cultural, beliefs, attitudes, views and other specific needs.
21
MARKETING MIX
Prof. N. H. Borden of the Harvard Business School introduced the concept of Marketing Mix.
According to him, it refers to two things:
A list of important elements or ingredients that make up the marketing program•
A list of the forces that have a bearing on the marketing operations•
He argued that the marketing mix refers to the apportionment of effort, the combination, the
designing and the integration of the elements of marketing into a programmed mix, which will
best achieve the objectives of an enterprise at a given time.
Element of Marketing Mix
Marketing mix is a set of marketing tools that the firm uses to pursue its marketing objectives
in the target market.
McCarthy has classified these tools into four broad groups, which are known as the 4 P’s of
marketing. They are as follows:
➢ Product
➢ Price
➢ Place
➢ Promotion
The marketing variables covered under each P are shown below. Marketing Mix hence
includes:
1. Product
• Product variety
• Quality
• Design
• Features
• Brand name
• Packaging
• Sizing
• Services
• Warranties
• Returns
22
2. Price
• List price
• Discounts
• Allowances
• Payment period
• Credit terms
3. Promotion
• Sales promotion
• Advertising
• Sales force
• Public relations
• Direct marketing
• Telemarketing
• Internet
4. Place
• Channels
• Coverage
• Assortments
• Location
• Inventory
• Transport
The marketing mix may be considered as a master mix of 4 sub-mixes
➢ Product Mix
➢ Price Mix
➢ Promotion Mix
➢ Place Mix
1. The Product Mix
A Product is the sum total of physical and psychological factors that provide satisfaction to the
customers. It is hence, the focus of all marketing efforts. The Product mix is the package of
products offered for sale by the firm.
23
According to Stanton, the product mix is the full list of all the products offered for sale by a
company. The product mix structure has both dimensions of breadth and depth. The number of
product lines carried is the depth, while the breadth deals with the variety of sizes, colors and
models offered within each product line.
A product line may be designed as a broad group of products intended for similar uses and
possess reasonably similar physical characteristics. The product mix is considered the most
powerful instrument in the hands of the marketing manager.
The product mix involves not only the various activities relating to the product, service or idea
but also deals with planning, developing and producing the right types of products and services
to be marketed by the firm.
The important variables of the product mix are as follows:
➢ The product line and product range

➢ Product design
➢ Product package
➢ Product quality
➢ Product branding
➢ Product labelling
➢ After sales
2. The Price Mix
The Price mix is a major marketing tool that is often used to direct the product to a specific
consumer segment. Price is the money value of the product or service.
The price policy determines the return on investment, provides a stable economic structure. It
creates, maintains and expands the market and market share.
Hence from above mentioned point pricing, is an important element of the marketing mix.
There are many variables affecting the price of a product, such as
➢ the nature of the product

➢ nature of the market
➢ the cost of marketing
➢ sales policies
➢ the channels of distribution
➢ fiscal policy of the government
24
The major price variables include:
➢ The pricing policies and pricing strategies

➢ The terms of credit.
➢ Terms and conditions of delivery of goods.
Trade margin includes the margin of profit to the retailers, wholesalers and the producers.
Trade margins that are the difference between the final price paid by the consumer and the total
cost of making the product.
Resale price maintenance
When the product is a part of product mix, the firm searches for a set of prices that maximises
profits on the total product mix
Pricing is difficult because various products have a demand and cost interrelationship and are
subject to different degrees of competition
According to Kotler, the product mix and pricing may take six forms. These are as follows:
➢ Product line pricing:
Companies normally develop product lines rather than single products and introduce price
accordingly.
➢ Optional feature pricing:
Companies may offer optional products which are features and services along with their main
product, for example, many restaurants price their liquor high and their food low. The food
revenue covers costs and the liquor produces profits. On the other hand some restaurants price
their liquor low and food high to attract a “drinking crowd”.
➢ Captive product pricing:
Some products require the use of ancillary or captive products, for example, manufacturers of
razors and cameras often price them low and set high marked prices on razor blades and photo
films respectively. AT & T may give a cellular phone free if a person subscribes for two years
of its services.
➢ Two part pricing:
A service firm often practices it. It consists of a fixed fee plus a variable usage fee, for example,
telephone users pay a minimum monthly fee plus charges for calls beyond a certain limit. The
fixed fee is set low enough to induce purchase of the service and profits are made on the usage
fees.
25
➢ By-product pricing:
The production of certain goods like chemicals and petroleum products often results in by-
products. If the by-products have value to a customer group, they are priced accordingly. Any
income earned on the by-products makes it easier for the company to charge a lower price on
its main product.
➢ Product-bundling pricing:
Sellers often bundle products and features. Pure bundling occurs when a firm only offers its
product as a bundle or tied up in sales. However, in case of Mixed Bundling, the seller offers
goods both individually and in bundles. While offering a mixed bundle, the seller charges a
lesser price for the bundle than to those who purchase the items separately.
3. The Promotion/Communication Mix
The marketing mix activities that deal with product, price and place are performed mainly by
the organisation, or between the organisations and its marketing partners. However, with
promotional activities, the firm communicates directly with its potential customers. Thus
marketers have to be very effective communicators. Promotion is the element in the marketing
mix that serves to inform, persuade and remind the market of the organisation and the
customers of its products. Promotion aims at influencing the potential buyers, their feelings,
beliefs or behaviour.
The Promotional Mix is the combination of following:
• Personal selling
• Advertising
• Sales promotion
• Publicity
• Public relations that helps the organisation to achieve marketing objectives
Above points are discussed below:
➢ Personal selling
It is the presentation of the product to a prospective customer by the representative of a selling

organisation. In most organisations, a large amount is spent on personal selling, than on any
other form of promotion.
➢ Advertising
It is a paid form of impersonal mass communication in which the sponsor is clearly identified.
The most common forms used for advertising are broadcast through TV, radio and the print
media (newspapers, magazines and so on).
26
➢ Sales promotion
It is designed to supplement advertising and coordinate personal selling. It includes activities

such as, contests for salesmen and consumers, trade shows and in-store displays.
➢ Publicity
It is a mass communication to stimulate demand. Publicity consists of a favorable news

presentation for a product or company presented through any medium. Organisations
frequently provide the material for publicity by way of news releases, press conferences,
photographs, etc.
➢ Public relations
It is a more targeted activity than publicity. It is a planned effort of an organisation to influence

the attitudes and opinions of a specific group. The target may be customers, stockholders,
government agencies or a group with some special interest. They attempt to maintain good
relations with the public. Promotion, thus, is a critical element in many marketing strategies.
4. Place Mix/Distribution Mix
In the early days it was held that a quality product, a fair price and aggressive sales are sufficient
to attract customers. As competition started becoming more intense, manufacturing firms
adopted cost reduction techniques.
Firstly, physical distribution was one element for cutting the cost.
Secondly, it was noticed that the costs of physical distribution were rising rapidly and even a
small saving in • distribution contributed significantly to profitability of the company.
Thirdly, the high cost of energy and high interest rates affected inventory costs and compelled
organisations to take steps to develop efficient and effective physical distribution systems.
Physical distribution in marketing is basically a problem of logistics.
A business unit cannot develop unless it has enough stock of its final products to satisfy the
demand of the market. The location factor too plays an important role in marketing. Thus,
essential products have to be made available at the right time and right place to maximise
profitable sales. Physical distribution is the physical flow of the products. It is the development
and operation of efficient flow systems for products. The full scope of physical distribution
involves the flow of raw materials from the source of supply to the production line, to the
movement of the finished goods from the end of the production line to the ultimate user.
Middlemen help in the process of the management of this flow.
27
The main elements of physical distribution or place mix are as follows:
➢ Transportation
➢ Warehousing
➢ Materials handling
➢ Inventory control
➢ Order processing
➢ The channels of distribution
1. Transportation
In many organisations, a major function of the physical distribution system is shipping the
products to customers. The form of transportation and particularly the carriers are essential to
any organisation.
The five major forms of transportation are as follows:
➢ Rail roads
➢ Trucks
➢ Water vessels or ships
➢ Pipe lines
➢ Air transport
When we consider the transport of goods, the railways stand out as important means of
transport followed by truck transport and water transport. The railways offer special facilities
to attract the transportation of goods. Transportation creates place utility; it widens the market
and increases the marketability of products. It is also necessary to make goods available at a
place that is suitable to the customers. However, one who bears the cost of transportation is a
question to be addressed.
There are various transportation policies which have been discussed below:
The Free on Board (FOB) policy is where the buyer pays the transport cost, from the point of
shipment to the • point of purchaser.
Paid on delivery Policy, it is where the seller pays all the shipping costs.•
Freight Allowance Policy is where the seller as well as the buyer shares the cost of
transportation in an agreed • proportion.
Averaged Transportation charge policy is where the buyer is made to pay uniform charges on
all shipments • irrespective of their location, for example, The Bata Shoe Company follows
this policy.
Basing point policy is where the buyer pays the cost of transport from a basing point.•
The transportation policy of a manufacturing organisation is influenced by:
➢ Consumer Demand
➢ Advertising
28
➢ Plant Location
➢ Profit
➢ Warehouse Facilities
➢ Competition
➢ Product Value
2. Warehousing and Inventory Location
Warehousing facilities are necessary to create time utility by way of adjusting the supply to the
demand and preserving the products to obtain a higher price. Therefore, plans and policies have
to be worked out and implemented to make their use economical. In modern times,
warehousing performs four essential functions in the distribution of goods.
These are as follows:
➢ receiving and checking goods received

➢ selecting goods to meet orders received
➢ shipping the goods to the user, after checking their specifications
3. Material handling
The selection of proper equipment to physically handle the products is an important aspect of
physical distribution management. Proper equipment helps in reducing handling costs and
time. It can minimise losses from breakage, spoilage, theft, etc. Now-a-days, containerization
has become popular. It is a handling system where shipments of products are encased in large
containers made of metal. The containers are transported unopened. It thus minimises physical
handling, reduces damages, risk of theft and allows for transportation that is more efficient.
4. Inventory control
For any physical distribution system, it is necessary to maintain control over the size and
composition of its inventories. Inventories represent a sizeable investment; hence, the goal of
inventory control is to minimise both the investment and fluctuations in inventories, yet
fulfilling the customers’ orders promptly and accurately. The development of computer
technology has enabled the management to reduce order delivery time, which has led to a
substantial reduction in the size of inventories. The management has to establish an optimal
quantity for re-order while replenishing inventory stocks. The Economic Order for Quantity
(EOQ) has to be estimated for the leading or key items of the inventory. The modern Just-in-
Time (JIT) technique of inventory management is beneficial to both, the producers and the
suppliers.
5. Order processing
Another important aspect of the physical distribution system is a set of procedures for handling
and filling orders. It includes billing, granting credit, preparing invoices, collecting due
accounts, and so on. If a company makes mistakes or is very slow in following the orders
received, it may disappoint customers. As demand for information becomes more complex,
companies are turning to computers to implement their order processing activities.
29
6. Channels of distribution
A manufacturer or a producer has to take a decision regarding most the economical and
convenient distribution channel. One has to work out plans and policies to determine the
number of middlemen to be utilised, the number of distributors and dealers to be employed or
the number of franchise agreements to be entered into. For this, it is necessary to take into
consideration the following:
➢ the type of the product

➢ nature and extent of the market
➢ channels employed by the competitors
➢ cost benefit of each channel, and so on
Depending upon the prevailing conditions, a producer may adopt a policy of
intensive distribution by using maximum number of outlets or selective distribution•
The variables of marketing mix discussed above are internal and controllable. In addition, we
have behaviour and environmental variables which are external, and uncontrollable in nature.
The behavioural variables include:
➢ customer variables
➢ competitive variables
➢ trade variables
➢
environment variables
Significance of Marketing Mix
Significance of marketing management is as follows:
➢ Emphasis on key elements

➢ Guide for resource allocation
➢ Allocation of the responsibilities
➢ Analysis of cost and benefits
➢
Facilitating communication
WHO ARE COMPETITORS?
Any person or entity which is a rival against another. In business, a company in the same
industry or a similar industry which offers a similar product or service. The presence of one
or more competitors can reduce the prices of goods and services as the companies attempt to
gain a larger market share. Competition also requires companies to become more efficient in
order to reduce costs.
30
BENEFITS OF COMPETITOR IN THE MARKET
➢ UPGRADATION: A company needs competition to regularly upgrade

their product as well as innovate so that you stay ahead of competition. If there was
no competition, Apple would not have been what it was. It would still be doling out
laptops only. Because Steve jobs wanted to get ahead of competition like Sony and
others, he innovated. So upgradation is a natural advantage of having market
competition.
➢ ADDING MORE VALUE: The advantage of having market competition is that
companies are always adding value to their product. They can either increase the
quality of the product, or they can decrease the prices. In either of the cases, the
products become more desirable to the customer and they feel that it is a value for
money product.
➢ MORE OPTIONS FOR CUSTOMER: Customer get many more options when
competition is strong in the market. Take Samsung for example. The smart phone
company has several flagship products. Yet it is still launching a new SKU every
month. Besides that, Samsung has branded out to so many other products. This is just
so that it fills up the gap in the market and offers more options to the customer. As
Samsung itself is offering so many products, customer does not go to another brand.
They might buy refrigeration, TV, air conditioner, smart phones and everything from
Samsung itself.
➢ PRODUCTIVITY: Businesses in general tend to be more productive and efficient
when there is competition in the market. When you know that your competitor is
making strategies regularly, you optimise your own operations and manufacturing.
This means that the customer gets better customer service, optimised product, and at
the same time, a management which is listening to the customer. This is the biggest
advantage of market competition.
➢ FOCUS ON SALE AND CUSTOMER: The best advantage of market competition
is that it ensures that the company is focused on sales and in turn, on its
customers. More customers means more market share, and more safety for the
company. However, once it starts losing market share, then competitor can have an
advantage position. On the other hand, if there was no competition, then the company
would not be worried about sales or market share. Being worried is good for the
company because then the company is on its toes in the market.
In today’s world, competition always exists in the market. It is the fight for sales and
customers which is making top brands compete within themselves. However, the party
which is enjoying the most through this competition, is customers. And that’s the one
party we want to keep happy at all times.
31
REVIEW OF LITERATURE
1. According to Cavusgil and Zou (1994)

Marketing strategy can be defined as “the means by which a firm respond to interplay of
internal and external forces to meet the objective of the export venture”.
2. According to Mazzarol (2000)

“At the commencement of the new millennium, small businesses are being heralded as
the engine of economic growth, the incubator of innovation, and the solution to decades
of persistent unemployment the fulfilment of the enormous potential of the sector has
been consistent theme since the commencement of industrial revolution”.
3. According to JONLEE ANDREWS and DANIEL C. SMITH

The profitability of established products is affected greatly by the extent to which they
are meaningfully differentiated from competing alternatives. Maintaining meaningful
differentiation, in turn, is facilitated by ongoing development of creative marketing
programs. Although marketplace observation reveals a general lack of creativity in the
way established products are marketed.
4. According to Theodore Levitt, The Marketing Imagination

Marketing seems to be reduced to a price war in one form or another, and the low price
brands are winning.
5. According to Daniel Adams

Although new products have been called lifeblood of a firm, the bulk of most firms’
earnings come from well-established products with proper marketing strategy.
6. According to the American Marketing Association (AMA)

Marketing strategy is the activity, set of institutions, and processes for creating,
communicating, delivering, and exchanging offerings that have value for customers,
clients, partners, and society at large.
7. According to Dr. Philip Kotler

Marketing strategy as “the science and art of exploring, creating, and delivering value
to satisfy the needs of a target market at a profit. Marketing identifies unfulfilled
needs and desires.
8. According to Jay Baer President, Convince & Convert. Author with Amber
Naslund of the Now Revolution
Marketing strategy is the messages and/or actions that cause messages and/or
actions. –Marketing includes research, targeting, communications (advertising and
direct mail) and often public relations.
32
9. According to Mary Ellen Bianco – Director Marketing & Communications,

Getzler Henrich & Associates LLC
Marketing strategy is to sales as plowing is to planting for a farmer—it prepares an
audience to receive a direct sales pitch.
10. According to Renee Blodgett – Chief Executive Officer/Founder, Magic

Marketing strategy is an ongoing communications exchange with customers in a
way that educates, informs and builds a relationship over time. The overtime part is
important because only over time can trust be created. With trust, a community builds
organically around products and services and those customers become as excited
about the products as you are — they become advocates, loyal evangelists, repeat
customers and often, friends. Marketing is a really great way to identify what grabs
people and gets them excited about your brand and give it to them, involve them in
the process, and yeah, the best part, build great friendships in the process
33
CHAPTER 5- DATA ANALYSIS
34
How did you came to know about Grandma’s food product?
Particulars Frequency Percentages

Social Media 36 60
Television 08 13
Newspaper 05 8
Radio 0 0
Others 11 19
Total 60 100
70
60
50
40
30
20
10
0
Social Media Television Newspaper Radio Others
DATA INTERPRETAION
As per the study it shows that, 60% of respondents know Grandma’s food product through
social media, 19% of respondents know through other means, 13% of respondents know
through television and 8% of respondents knows through newspaper.
35
How long you been a customer of Grandma’s Kitchen?
Particulars Frequency Percentage
Less than 1 year 30 50
1-2 years 22 37
3-5 years 06 10
5-7 years 02 3
More than 7 years 00 0
Total 60 100
60
50
40
30
20
10
0
Less than 1 year 1-2 years 3-5 years 5-7 years More than 7 years
DATA INTERPRETATION
As per the study it can be inferred that 50% of respondents have used the product less than 1
year, 37% of respondents have used the product in between 1-2 years, 10% of respondents
have used the product between 3-5 years and 3% of respondents have used the product
between 5-7 years.
36
Which of the following words would you use to describe Grandma’s Products?

Reliable 25 42
High quality 20 33
Normal quality 15 25
Unreliable 00 00
Poor quality 00 00
Total 60 100
45
40
35
30
25
20
15
10
0
Reliable High quality Normal quality Unreliable Poor quality
DATA INTERPRETATION
From the above graph we can conclude that 42% of respondents describe the product as
reliable product, 33% of respondents describe the product as high quality product and 25% of
respondents describe the product as normal quality product.
37
How well do Grandma’s food product meet your needs?
Excellent 09 15
Good 31 52
Neither good nor bad 20 33
Average 00 0
Poor 00 0
Total 60 100
60
50
40
30
20
10
0
Excellent Good Neither good nor bad Average Poor
DATA INTERPRETATION
From the above study we can conclude that 52% of respondents says that Grandma’s
products meet their needs in a good manner, 33% of respondents are in an neutral opinion
and 15% of respondents says that Grandma’s products meet their needs in an excellent
manner.
38
How would you rate the quality of the product?
Excellent quality 25 42
Good quality 30 50
Neither good nor bad quality 05 8
Average 00 0
Bad quality 00 0
Total 60 100
60
50
40
30
20
10
0
Excellent quality Good quality Neither good nor bad Average Bad quality
DATA INTERPRETATION
From the above graph we can conclude that 50% of respondents rate the quality of product as
good quality product, 42% of respondents rate the product as excellent quality and 8% of
respondents rate quality of the product as neutral.
39
How would you rate the value for money of the product?

Excellent 05 8
Good 47 78
Neither good nor bad 08 14
Average 00 0
Poor 00 0
Total 60 100
90
80
70
60
50
40
30
20
10
0
Excellent Good Neither good nor bad Average Poor
DATA INTERPRETATION
From the above response we can infer that 78% of respondents says the product as good
value for money, 14% of respondents are in a neutral opinion, 8% of respondents says the
product as excellent value for money.
40
How responsive have Grandma’s Kitchen been to your questions and concerns?

Extremely responsive 09 15
Somewhat responsive 00 0
Average responsive 02 3
Not at all responsive 00 0
Not applicable 49 82
Total 60 100
90
80
70
60
50
40
30
20
10
0
Extremely responsive Some what responsive Average responsive Not at all responsive Not applicable
DATA INTERPRETAION
From the above graph we can conclude that 82% of respondents have not approached
Grandma’s customer care, 15% of respondents rates as excellent customer service and 3% of
respondents rate as average service from customer care.
41
How likely are you to purchase any of the Grandma’s Products again?

Frequently 4 7
Always 15 25
Often 17 28
Sometimes 24 40
Never 0 0
Total 60 100
45
40
35
30
25
20
15
10
0
Frequently Always Often Sometimes Never
DATA INTERPRETATION
According to the study it can be concluded that 40% of respondents are rarely likely to
purchase the product again, 28% of respondents often likes to purchase the product, 25% pf
respondents always like to purchase the product and 7% of respondents frequently likes to
purchase the product.
42
Overall, How satisfied or dissatisfied are you with Grandma’s food products?

Highly satisfied 17 28
Satisfied 32 53
Neither satisfied nor 11 19
dissatisfied
Dissatisfied 00 00
Highly dissatisfied 00 00
Total 60 100
60
50
40
30
20
10
0
Highly satisfied Satisfied Neither satisfied nor Dissatisfied Highly dissatisfied
dissatisfied
DATA INTERPRETATION
From the above graph it can be concluded that 53% of respondents are satisfied with the
products provided by Grandma’s, 28% of respondents are highly satisfied with the product
and 19% of respondents are neutral opinion.
43
According to you, which age group prefers Grandma’s Products?

Below 15 00 0
15-20 years 08 13
20-25 years 12 20
25-50 years 36 60
Above 50 years 04 7
Total 60 100
70
60
50
40
30
20
10
0
Below 15 15-20 years 20-25 years 25-50 years Above 50
DATA INTERPRETAION
From the above data collected it can be inferred that 60% of respondents are in an opinion
that Grandma’s products are preferred by 25-50 years of age group, 20% of respondents
believe that Grandma’s products are preferred by 20-25 years of age group, 13% of
respondents are in an opinion that Grandma’s products are preferred by 15-20 years of age
group and 7% of respondents says that Grandma’s products are preferred by above 50 years
of age group.
44
Why did you choose Grandma’s Products?

Cheaper price 08 13
No negative effects 03 5
Good quality 47 78
Maximum quantity 02 4
Natural Products 00 0
Total 60 100
90
80
70
60
50
40
30
20
10
0
Cheaper price No negative effects Good quality Maximum quantity Natural products
DATA INTERPRETATION
From the above graph it says that 78% of respondents have chosen Grandma’s product
because of its maintenance of good quality, 13% of respondents have chosen because of
cheaper price, 5% of respondents have chosen because of no negative effects after
consumption and 4% of respondents have chosen because of maximum quantity.
45
Which brand would you like to switch in future?

Eastern curry powder 28 47
Brahmin’s food products 17 28
Sara’s group of companies 02 3
Double horse 04 7
Kitchen Treasures 09 15
Total 60 100
50
45
40
35
30
25
20
15
10
0
Eastern curry powder Bhramins food product Sara's group of Double horese Kitchen treasures
companies
DATA INTERPRETATION
According to the study it can be concluded that 47% of respondents like to switch to Eastern
curry powder in future, 28% prefer to switch to Brahmin’s food products, 15% respondents
like to switch to Kitchen treasures, 7% of respondents prefers Double horse, 3% of
respondents prefers Sara’s group of companies.
46
Which of the following Grandma’s Product you buy frequently?

Pickles 29 48
Squashes 04 7
Jams 07 12
Curry powder 14 23
Other products 06 10
Total 60 100
60
50
40
30
20
10
0
Pickles Squashes Jams Curry powder Other products
DATA INTERPRETATION
From the above graph we can conclude that 48% of respondents frequently buys pickles, 23%
respondents frequently buys curry powders, 12% respondents frequently buys jams, 10%
respondents buys other products frequently and 7% respondents buys squashes frequently.
47
Is Grandma’s Products easily accessible in your area?
Yes 47 78
No 13 22
Total 60 100
90
80
70
60
50
40
30
20
10
0
Yes No
DATA INTERPRETATION
From the above data we can conclude that 78% of respondents says that Grandma’s products
are easily accessible in their areas and 22% respondents says that Grandma’s food products
are not easily accessible in their area.
48
Should Grandma’s Kitchen focus more on promotional method ?

Yes 57 95
No 03 5
Total 60 100
100
90
80
70
60
50
40
30
20
10
0
Yes No
DATA INTERPRETATION
From the above graph we can conclude that every respondents are in an opinion that
Grandma’s food products should focus more on promotional activities.
49
Which of the following method of Promotion would you prefer?

Discount 24 40
Providing extra quantity 08 13
Buy one get one free 07 12
Providing other product for 04 7
free
Others 17 28
Total 60 100
45
40
35
30
25
20
15
10
0
Discount Providing extra Buy one get one free Providing other Others
quantity products for free
DATA INTERPRETATION
From the above study we can conclude that 40% of respondents wants discount when they
purchase Grandma’s product, 28% of respondents wants other types of promotion, 13% of
respondents want extra quantity when they purchase the product, 12% of respondents wants
buy one get one free and 7% respondents wants products other than Grandma’s label when
they purchase.
50
From where would you like to buy Grandma’s Product?

Wholesaler 00 0
Retailer 53 88
Grandma’s store 07 12
Online shopping 00 0
Personal selling 00 0
Total 60 100
100
90
80
70
60
50
40
30
20
10
0
Wholesaler Retailer Grandma's store Online shopping Personal selling
DATA INTERPRETATION
From the above we can conclude that 88% of respondents would like to buy Grandma’s
products from retailers and rest 12% respondents prefer to buy from Grandma’s store.
51
Which of the following packing of the product you like the most?
Sachse 19 32
Glass container 26 43
Plastic bottles 11 18
Tetra pack 03 5
Cans 01 2
Total 60 100
50
45
40
35
30
25
20
15
10
0
Sachse Glass container Plastic bottles Tetra pack Cans
DATA INTERPRETATION
From the above data we can conclude that 43% of respondents prefer glass bottles for
packaging, 32% respondents prefers sashes, 18% respondents prefers plastic bottles, 5%
respondents prefers Tetra packs and 2% respondents prefers cans for packing.
52
Do you agree to the statement that “ Grandma’s have the ability to dominate the market”?

Strongly agree 22 37
Agree 23 38
Neutral 15 25
Disagree 00 0
Strongly disagree 00 0
Total 60 100
40
35
30
25
20
15
10
0
Strongly agree Agree Neutral Disagree Strongly disagree
DATA INTERPRETATION
From the above we can conclude that 38% of respondents agree the statement that Grandma’s
have the ability to dominate the market, 37% of respondents strongly agree to the above
statement and 25% are of in an neutral opinion.
53
FINDINGS
➢ The level of awareness of brand among consumers.
It was found out that all our respondents were aware about the brand Grandma’s food
product.
➢ The different ways through which people came to know the brand.
It was found that majority of respondents ie, 60% of respondents came to know about
this brand through social media, 19% of respondents through other means,13% of
respondents through television and 8% of respondents through newspaper.
➢ The level of satisfaction with the quality of the product.
It was found that 50% of respondents name the product as good quality product, 42%
of respondents name the product as excellent quality product and 8% of respondents
are in a neutral position.
➢ The level of satisfaction with the price of the product.
It was found that 78% of respondents name the product as good value for money, 14%
of respondents are in neutral opinion and rest 8% of respondents says that excellent
when compared with value for money.
➢ The level of satisfaction with the customer care services.
It was found that 82% of respondents have not approached customer care service, 15%
of respondents term as excellent responsive and 3% of respondents says average
responsive.
➢ The level of brand loyalty in the minds of customer.
It was found that 40% of respondents says that they would sometimes like to buy the
product again, 28% of respondents says that they would often like to buy the products
again, 25% of respondents says they would always like to buy the product and 7%
respondents says they would frequently purchase the product.
➢ The reason why consumers prefer this brand.
It was found that 78% respondents purchases the product because of good quality, 13%
respondents purchase because of cheaper price, 5% respondents purchases the product
because of no negative issues and 4% of respondents due to maximum quantity.
54
➢ The level of customers attitude towards the competitors of the company.
It was found that 47% of respondents likes to switch to Eastern curry powder in future,
28% respondents prefer Brahmin’s food products in future, 15% of respondents prefer
Kitchen Treasures, 7% of respondents prefer Double horse and 3% of respondents
prefer Sara’s group of companies.
➢ Which of the product of Grandma’s Kitchen do people prefer the most.
It was found that 48% of respondents prefer pickles, 23% of respondents prefer curry
powders, 12% of respondents prefer jams, 10% of respondents prefer other product and
7% of respondents prefers squashes.
➢ The level of satisfaction with the availability of the product.
It was found that 78% of respondents says that the product is easily available in their
area and 22% of respondents says that the product is not easily available in their area.
➢ The level of satisfaction with promotional method.
It was found that 95% of respondents are with the opinion that Grandma’s should focus
more on promotional activity and 5% respondents are satisfied with the promotional
method.
➢ The level of Preferences of addition sale promotion activity by Grandma’s food

product.
It was found that 40% respondents wants discount when they purchase the product 28%
respondents wants other methods of sales promotion activity, 13% of respondents wants
extra quantity, 12% of respondents prefer buy one get one free and 7% of respondents
wants other product for free.
➢ The respondents preferences to purchase the product
It was found that 88% of respondents would like to purchase the product from retailers
and 12% of respondents would like to purchase the product from Grandma’s store.
➢ The respondents preferences about the packing of the product
It was found that 43% of respondents prefer glass containers, 32% of respondents
prefers sashes, 18% of respondents prefers plastic bottles, 5% of respondents prefers
tetra pack and 2% of respondents prefers cans.
➢ The respondents attitude toward the statement “ Grandma’s food product have
the ability to dominate the market”
It was found that 38% of respondents agree to the statement, 37% of respondents
strongly agree that Grandma’s have ability to dominate the market and rest 25% of
respondents are of neutral opinion.
55
➢ The respondents overall satisfaction with the brand
It was found that 53% of respondents are satisfied with the brand, 28% of respondents
are highly satisfied with the brand and 19% of respondents are in a neutral opinion.
SUGGESTIONS:
➢ The company should focus more on promotional activities.
➢ The company should increase the availability of product in the market.
➢ The company should increase the promotion through newspaper.
➢ The company should take actions to retain customers.
CONCLUSION
The marketing strategy study helps to have an overall idea about 4 p’s
marketing. It helps to identify the different Marketing strategies used by a company. Also it
enables the researcher to know about the effectiveness of distribution channel, company’s
position and competitors in the market. It is very useful to the researcher to know about the
future of food and spices industry. Nowadays marketing strategy plays a vital part in every
business. Many of the organization spend a huge amount of money and time for preparing
marketing strategy. In this competitive world, the organization believes that effective
marketing strategy is the main factor to determine the sale of their product. The study has reveal
that Grandma’s is having great demand and they have the ability to dominate the market.
56
ANNEXURE
57
QUESTIONNAIRE
1. How did you came to know about Grandma’s Kitchen?
o Social Media
o Television
o News Paper
o Radio
o Others
2. How long you been a customer of Grandma’s Kitchen?
o Less than 1 year
o 1-2 years
o 3-5 years
o 5-7 years
o More than 7 year
3. Which of the following words would you use to describe Grandma’s Products?
o Reliable
o High Quality
o Normal Quality
o Unreliable
o Poor Quality
4. How well do Grandma’s Kitchen meet your needs?
o Excellent
o Good
o Neither Good nor Bad
o Average
o Poor
58
5. How would you rate the quality of the product?
o Excellent Quality
o Good Quality
o Neither good nor bad quality
o Average
o Bad Quality
6. How would you rate the value for money of the product?
o Excellent
o Good
o Neither Good nor Bad
o Average
o Poor
7. How responsive have Grandma’s Kitchen been to your questions and concerns?
o Extremely responsive
o Somewhat responsive
o Average responsive
o Not at all responsive
o Not applicable
8. How likely are you to purchase any of the Grandma’s Products again?
o Frequently
o Always
o Often
o Sometimes
o Never
59
9. Overall, How satisfied or dissatisfied are you with Grandma’s Kitchen?
o Highly Satisfied
o Satisfied
o Neither Satisfied nor Dissatisfied
o Dissatisfied
o Highly Dissatisfied
10. According to you, which age group prefers Grandma’s Products?
o Below 15
o 15-20
o 20-25
o 25-50
o Above 50
11. Why did you choose Grandma’s Products?
o Cheaper Price
o No negative effects
o Good quality
o Maximum Quantity
o Natural in nature
12. Which brand would you like to switch in future?
o Eastern Curry Powders
o Brahmins food Products3
o Sara’s group of companies
o Double horse
o Kitchen treasures
60
13. Which of the following Grandma’s Product you buy frequently?
o Pickles
o Squashes
o Jams
o Curry Powder
o Other Products
14. Is Grandma’s Products easily accessible in your area?
o YES
o NO
15. Should Grandma’s Kitchen focus more on promotional method ?
o YES
o NO
16. Which of the following method of Promotion would you prefer?
o Discount
o Providing extra quantity
o Buy one get one free
o Providing other product for free
o Others
17. From where would you like to buy Grandma’s Product?
o Wholesaler
o Retailers
o Grandma’s Store
o Online shopping
o Personal selling
61
18. Which of the following packing of the product you like the most?
o Sachse
o Glass container
o Plastic Bottles
o Tetra pack
o Cans
19. Do you agree to the statement that “ Grandma’s have the ability to dominate the
market”?
o Strongly Agree
o Agree
o Neutral
o Disagree
o Strongly Disagree
20. Do you have any other comments, questions or concerns?
62
BIBILIOGRAPHY
The reference areas were:

➢ www.Grandma’sfoodproducts.com
➢ www.wikipedia.com
➢
63

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RAJAGIRI COLLEGE OF MANAGEMENT AND APPLIED SCIENCE

WHAT IS MARKETING STRATEGY?

WHO ARE COMPETITORS?

Any person or an entity which is a rival against another.

ABOUT GRANDMA’S FOOD PRODUCTS

Grandma’s Food Products is a part of K.P Chacko&Sons, a prominent presence in jewellery,

Grandma’s Kitchen mainly focuses on export of food products to foreign nations.

WHY WE CHOSE THIS TOPIC

OBJECTIVE OF THE PROJECT

➢ To Study the effectiveness of Marketing Strategy adopted by to tackle competitors of

➢ To study different marketing strategies adopted by Grandma’s Food Products.

DATA COLLECTION METHODOLOGY AND INSTRUMENTS

Secondary data will be collected from company files and websites.

The total number of customers of Grandma’s food products are

Sample size for our study is 60

CHAPTER 2 – INDUSTRIAL AND COMPANY

HISTORY OF SPICES INDUSTRY

By 3000 B.C, turmeric, cardamom, pepper and mustard were cultivated in

INDUSTRY PROFILE OF SPICES

. Spices and aromatic vegetables products were used as a flavouring or condiment

INDIA AND SPICES

This remarkable achievement is boon of a sea change in the industry scenario.

The Indian share

EXPORTS OF SPICES FROM INDIA

HISTORY OF FOOD INDUSTRY

FOOD AND BEVERAGES INDUSTRY

FOOD AND BEVERAGES PRODUCTS IN INDIA

ABOUT GRANDMA’S KITCHEN:

CHAPTER 3- THEORATICAL FRAMEWORK

WHAT IS MARKETING STRATEGY?

Marketing is the process used to determine what products or services may be of

DEVELOPING A SUCCESFUL IMPLEMENTATION OF MARKETING

Marketing strategies serve as the fundamental underpinning of marketing plans

➢ UNDERSTAND YOUR CUSTOMER - Develop a clear picture of your target

Their key pain points (that your product will solve);

➢ DEVELOP A TARGET CUSTOMER PROFILE - Your target customer is the

➢ IDENTIFY YOUR TARGET CUSTOMER’S PAIN POINTS - It will be much easier

➢ IDENTIFY AND ANALYZE YOUR COMPETITORS - Once you have completed

➢ RESEARCH DISTRIBUTION CHANNELS - What is the best way to deliver your

➢ DEFINE YOUR MARKETING MIX 4 Ps

How do your competitors get their product to the end customer?

➢ REVIEW AND REVISE - Continuously evaluate the effectiveness of your marketing

ESSENTIALS OF MARKETING STRATEGY

➢ It is consistent: A marketing strategy to be effective is to consistent with the overall and

➢ It is workable: Any strategy however laudable and theoretically sound is meaningless

➢ It is suitable: A strategy is emergent of situations or environment. It is subservient of

FEATURES OF MARKETING STRATEGIES

➢ DYNAMIC: The concept of marketing strategy is relative as it is designed to meet the

➢ TOP MANAGEMENT BLUE-PRINT: Marketing strategies, their formulation is the

With the rapidly emerging force of globalization, the distinction between

FORMULATION OF MARKETING STRATEGY

TYPES OF MARKETING STRATEGY

1. Business to business (B2B) marketing

2. Business to consumer (B2C) marketing

Following are the different types of marketing strategies

This type of marketing is basically focused on customer building. Enhancing existing

It caters diverse audience by customizing and integrating different marketing strategies. It

According to him, it refers to two things:

A list of important elements or ingredients that make up the marketing program•

A list of the forces that have a bearing on the marketing operations•

Element of Marketing Mix

The marketing mix may be considered as a master mix of 4 sub-mixes

1. The Product Mix