PICKLE BRAND AUDITING AND STRENGTHENING

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.

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 many more.

 Logo

of Mothers Recipe

Their

slogan is " Discover the taste of Tradition". They have sourced the finest traditional recipe across India bring the best to the customers.

Stuffed Red Chilli Pickle

Gujarati Methia Pickle

Punjabi Mango Pickle

Andhra Gongura Pickle

 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 and Haldirams.

 Mothers

recipe pickles come in a variety of packaging styles. For example, we get simple mango pickle,vadu mango pickle, Punjabi mango pickle, simple lime pickle, simple chilli pickle, lime and chilli pickle and many more in 300 grams. In 400 grams we get, Simple, Punjabi and Maharashtra mango pickle, simple and Kerala lime pickle, simple mixed pickle and Punjabi Panchranga.

 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.

 Prices

of Mothers recipe pickles are reasonable which gives it an edge in competition in the market. slide summarizes price of some popular pickle available in the market.

Next

Pickles
Mango Thokku(200 gms) Green Chilli (200 gms)

Prices (Rs.)
29 32

Andhra Tomato Pickle (200

gms)

32 29
28 52 55

Lime Chilli Pickle (200gms)

Lime Pickle (200 gms) Kerala Vadu Mango (300gms) Garlic Pickle (200 gms)

 Haldirams

has been providing Perfect Taste and Quality in the Best of Packaging to the customers since long time. manufactures wide variety of products ranging from dry fuits to papad,pickles, sweets, namkeen and many more

It

 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.
marketed by Haldirams are mango, lime, mixed and chilli.

Pickles

 Haldirams

is well known for keeping up with its slogan Haldirams: Taste mein naya twist by introducing wide variety of products.

 Green

chilli pickle

Lime

pickle

 Mango

pickle

Mix

pickle

 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.

Pickles
Lime (400gms) Mango (1kg) Green chilli (400 gms) Mixed (1kg) Mixed (400 gms) 55 80 75 80 55

Prices (Rs.)

 Suppliers

and distributors Of Haldirams Products are spread across country.

of the suppliers of Haldirams Pickles are Haldirams Bhujiawala Ltd. In Kolkata, Sri Vinayak Distributors and Sri Sairam Enterprises in Bangalore and many more.

Some

 Other

brands pose a competition for Haldirams mainly because of less variety of pickles. Its major competitors are Bedekar, Priya, Mothers Recipe and Ashoka Pickles.

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 and Haldirams.

 Primary

data was obtained through selfadministered questionnaires. 20 respondents who consumed pickles were interviewed. research is conducted in two phases.

This

First phase- The report is based on the results of a wide survey, that is, personal interview with the aid of printed questionnaires.
Second phase- For the two selected brandsMothers Recipe and Haldirams separate questionnaires have been designed.

 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?

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 Trays 3. Bags 4. Cans 5. Others Are you willing to change your brand? If yes, then which brand would you like to switch over to?

 Generally At

students bought pickles in 250 gms jars.

homes pickle was purchased once in 2 months about the size between 300-400 gms. levelMothers recipe - highly satisfied Haldirams - fairly satisfied Others fairly satisfied to satisfied

Satisfaction

 What

are first 5 words which come into your mind when you think of the brand. you recall the slogan for the brand? What would you say is its mission? What are the key messages? Are these consistent across all channels and media?

Can

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).

 The

names which commonly strike the customers mind in regard to the brand are tasty, yummy, ethnic, traditional, homemade alike customers have been consistently using the brand since last 6-7 yrs which shows their strong brand loyalty. like taste and high quality streak makes it unique brand.

The

Homemade

 Most

liked pickle flavours are mango, lime, chilli and mixed. trust rate was amazing 100%, and preference for their new products turned out to be 100%. found through survey was that customers now demand the brand to introduce some modern flavours and less oil pickles which can be consumed as diet pickles also.

The

Suggestion

Brand Image
Yes

No

 The

names which commonly strike the customers mind in regard to the brand are tasty, yummy, unique, different, trustworthy customers have been consistently using the brand since last 2-3 yrs. most liked pickle flavours are mango and mixed. for brand to create strong image in pickle market and introduce more exotic flavours.

The

The

Need

 Strengthening

the brand Haldiram High growth potential Demand is for introducing exotic flavours Expanding their product range and introducing new flavours Adding more variety in mango flavour because it is rated the most popular flavour Same strategy applied to the lime and chilli flavours

 Increasing

the range of sizes in which pickles are available Emphasize more on their unique taste Addition of range of herbs pickle, add flavours like Corainder, Pudhina, Curry etc. Promote more their pickles in their exclusive retail outlets

Thank You..