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A Report On Pickle Brand Auditing and Strengthening Submitted to Dr. A.

K Bhatt

In partial fulfilment of course BITS C 486 Product and Brand Management

Submitted by: 2008D2C7458P 2008D2C7875P 2009B5A5570P Anshul Verma Ambika Mehrotra Shweta Mishra

Birla Institute of Technology & Science, Pilani November, 2011

Contents
Contents................................................................................................................ 2 INTRODUCTION...................................................................................................... 3 OBJECTIVE OF THE STUDY......................................................................................5 SAMPLING DESIGN.................................................................................................5 RESEARCH DESIGN:...............................................................................................5 METHODO LOGY.....................................................................................................6 Target population :.............................................................................................6 2) Geographical coverage:..................................................................................6 3) Sampling:....................................................................................................... 6 4) Contact method:.............................................................................................6 DATA COLLECTION.................................................................................................7 Findings and Data Analysis:.................................................................................11 MOTHERS RECIPE................................................................................................13 BRAND INVENTORY...........................................................................................13 Logos, Designs and Symbols.........................................................................13 Competitors of Mothers Recipe Pickles.........................................................15 Packaging...................................................................................................... 15 Prices............................................................................................................. 15 BRAND EXPOLATORY........................................................................................18 Mothers Recipe data analysis:......................................................................21

INTRODUCTION
A brand audit is a chance to take a fresh look at your brand from a number of perspectives. A brand audit involves a close examination of some, or all, of the following:

1. External Partners and Customers 2. Internal Stakeholders 3. Competitive Review 4. Brand Value Proposition 5. Brand Identity 6. Brand Architecture 7. Communications/Messaging 8. Budgeting/Allocation

The audit consists of:


1. Brand inventory: Where you find out who you say you are. 2. Brand

exploratory: Where customers say you are.

you

find

out

who your

Brand Inventory Brand inventory is an overview of all the products marketed and branded. It spans all the brand elements vis. Slogans, logos, colour, design and jingles. It also identifies the marketing mix elements and indirect and direct competitive brands.

Brand Exploratory

The brand exploratory is research activity conducted to understand what consumers think and feel about the brand and its corresponding product category to identify sources of brand equity. Several preliminary activities are useful for the brand exploratory. A number of prior research studies may be relevant. It is also useful to interview company personnel to gain an understanding of their beliefs about consumer perceptions. The diversity of opinion that typically emerges from these internal interviews serves several functions. It increases the likelihood that useful insights or ideas will be generated; it also points out any internal inconsistencies or misconceptions.

For the purpose of our study the brands chosen for the brand audit are Mothers Recipe and Haldirams.

OBJECTIVE OF THE STUDY


To find out the preferences of consumers for pickles among the various available alternatives. To measure the satisfaction level of consumers for Mothers Recipe and Haldirams pickles.

SAMPLING DESIGN
The sample was selected from the Meera Bhavan and Old Colony Pilani. It was a non-probability based sampling based on convenience. Thesample size was limited to 20 respondents.

RESEARCH DESIGN:
Research design is purely and simply the framework plans for study that guides the collection and analysis of data. There are three major types of research design, i.e., exploratory research design, descriptive research design and experimental research design. Primary Research: This research is conducted in two phases. In the first phase the report is based on the results of a wide survey, that is, personal interview with the aid of printed questionnaires. In the second phase for the two selected brands- Mothers Recipe and Haldirams separate questionnaires have been designed. Secondary Research:

The Research is conducted by Secondary Research using Google and other Databases. Descriptive research: Analyze the data, which was collected.

METHODO LOGY
There are different methodologies in a research study. These are the following steps we will followTarget population : The target population for the study is Consumers from different economical & demographical background that is using pickles. 2) Geographical coverage: PILANI a) Old Colony b) Meera Bhawan 3) Sampling: Sample unit-Consumers using pickles Sample plan: The selection of the samples is done following the two sampling techniques, which are: - Simple random sampling - Convenience sampling Sample size:From the Meera Bhavan and Old Colony Pilani 20 respondents were selected. 4) Contact method: a) Structured questionnaire separate for each respondent. b) Personal interviews.

DATA COLLECTION
Data was collected through sources. Secondary sources books, and journals. Primary administered questionnaires. pickles were interviewed convenience based sampling. secondary as well as primary included articles from internet, data was obtained through self20 respondents who consumed based on non-probabilistic

The questionnaire made for the survey 1st phase is as follow:

Questionnaire

1. Do you consume pickles? Yes No

2. If answer to question one is yes, then from following which one do you prefer:

Homemade

Readymade

3.
4.

Please provide the top three (3) brands that you would most likely purchase from when considering buying

pickle: (i.e. 1 = Most Favoured, 2 = Next Most Favoured, 3 = Third Most Favoured) Bedekar.. Vimal. 777 Mother's Recipe. Happy Kilban Foods . MTR .. SanjeevKapoor'sKhazana.... Priya.. Ahmed Ashoka. Araliya. Haldiram's. Other(s) _______________________________________

5. Which is/are your favourite flavour:

Mango Chilli Gongura Lime Mixed Garlic Pickle

Ginger Pickle Citron Pickle Amla Pickle Leaf Pickles Tomato Pickle Onion Pickle Gooseberry Dates Bitter Gourd Brinjal Drumstick Tamarind Punjabi Panchranga Carrot Turmeric

Others __________________________________________ ________________________________________________

6. How frequently do you buy pickles? ___________________________________________________

7. Tick the value(s) of the product that is most important to you? Quality Price Reliability Ingredients/Taste Healthy

8. What is the quantity preferred :

1) 100gms 2) 200gms 3) 250gms 4) 300gms 5) 400 gms 6) 500 gms 7) 1kg Other ___________________________________________

9.

Rate the satisfaction level in readymade pickles: 1 5

1) Highly satisfied-5 2) Fairly satisfied- 4 3) Satisfied- 3

4) Somewhat satisfied-2 5) Highly unsatisfied- 1 Do you consider packaging of product while purchasing, if yes, then among following what are the parameters on which you judge it:
10.

Jars Plastic Trays Bags Cans Others ______________________________________________________

11. Are you willing to change your brand? If yes, then which brand would you like to switch over to? _________________________________________________________ _________________________________________________________

Findings and Data Analysis:


Analysis of data collected from questionnaire First phase: Consumption of pickles: Yes -95% and No- 5%. This shows that pickles are usually eaten in all households as out of 20 respondents only 1 said that they never consume pickles. Out of these 70% prefer readymade pickles and the rest 30% prefer home-made pickles as the 8 students bought the pickle and only 2 brought pickle from home. From the housewives 6 bought ready-made pickles due to the lack of time and their busy schedules in job and the rest had homemade due to their own taste and other preferences.

For the rating of brands, Mothers Recipe was ranked 1, Haldiram was 2 and Priya was 3. 40% voted for Mothers Recipe, 20% for Haldirams and the rest 10% for others. As far as flavour is considered, 30% of people like mango pickles, the next 20% like lime pickle, 10% like mixed pickle and the rest for other flavours like chilly, imli etc. It was observed that students bought pickles of 250 gms packaging which is economical and consumed in a semester, preferably a jar as its easy to handle and also store in hostel. At homes it was seen that pickle was purchased once in 2 months about the size between 300-400 gms as it more convenient for a nuclear family and also at home more complimentary foods for pickles are available. The size is considered an important factor in case of packaging and the material in which it is packs also matters as bottles or jars are easy to store and also oil does not leak from them and hence also hygienic to keep in this way. Most of the respondents almost 75% ranked quality as 1, then reliability, next is healthy, then taste and preference and then the least priority to price. As the consumers are well educated and also quite health conscious today so for them quality matters the most. Price does not matter much in case the best quality is provided. For the satisfaction level, the answer varied from highly satisfactory to satisfactory. The consumers of Mothers recipe were majorly highly satisfied with their brand. Most of the Haldirams consumers were fairly satisfied and the rest were satisfied with their brands. Most of the people around 60% are satisfied with their respective brands and would not like to change the brands especially the consumers of Mothers Recipe are really very loyal towards their brand.

MOTHERS RECIPE
Mothers Recipe is authentic regional Indian pickles and Food ingredients from India.Wide varieties of pickles are marketed by this Brand. The flavours include mango, lime, chilli, mixed, garlic, ginger, tomato and many more.

BRAND INVENTORY

Logos, Designs and Symbols

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.

Designs of some of the pickles marketed by mothers Recipe:

Competitors of Mothers Recipe Pickles

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.
Packaging

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

Prices of Mothers recipe pickles are reasonable which gives it an edge in competition in the market.

Next slide summarizes price of some popular pickle available in the market.

BRAND EXPOLATORY Questionnaire used for the second phase of survey for judging the brand image. 1.What are first 5 words which come into your mind when you think of Mothers Recipe? 1.________________ 2.________________ 3.________________ 4.________________ 5.________________ 2.Do you like the brand name? If yes, then mention reason(s), if not, then mention reasons for the same. __________________________________________________________ ____________________________________________

3.Since when are you using this brand? ___________________________________________________ 4.Can you recall the slogan for the brand? Yes No 5.What would you say is its mission? ___________________________________________________ ___________________________________________________ Rate on scale of 5 their mission accomplishment:
1

5- Completely 1- Not at all 6.What are the key messages? Are these consistent across all channels and media?

7.Which quality of brand you think makes it unique? ___________________________________________________ __________________________________________________________ ____________________________________________ 8.From following choose your favourite flavour(s): Mango Pickle Lime Pickle Chilli Pickle Mixed Pickle Garlic Pickle

Ginger Pickle Leaf Pickles Tomato Pickle Onion Pickle Punjabi Panchranga 9.Whichare the major weaknesses of the brand? __________________________________________________________ __________________________________________________________ _____________________________________ 10. Yes No 11. The company intends getting into a range of ethnic foods comprising papads, cooking pastes, namkeens, spices and ready-to-eat products. Would you like to try them? Yes Do you trust Mothers Recipe?

No

12. Yes

Do you think that the prices charged are justifiable?

No

13.

Which size is mostly preferred by you?

Mothers Recipe data analysis:

From the sample of 20 respondents 9 customers use Mothers Recipe pickles. Out of 9 customers 4 were housewives from old colony, Pilani and 5 were students from Meera Bhawan. The names which commonly strike the customers mind in regard to the brand are tasty, yummy, ethnic, traditional, homemade alike etc. Out of 9 customers, 88.89% (8 out of 9 customers) customers like the name as it is very traditional and gives feeling of relation to their mothers pickle recipe; but 11.11 %( 1/9) finds it to be very old and boring. The customers have been consistently using the brand since last 6-7 yrs which shows their strong brand loyalty. In fact 77.78 %( 7/9) customers could tell the tag line of Mothers recipe this represents the brand ability to inculcate strong brand image in customers mind. They could tell the mission of the brand and 7 rated it to be highly satisfactory and rest two satisfactory. The key messages like household, traditional, product of choice and convenience were known to 77.78% customers and they stated that during their course of consumption they have found it highly consistent. All the customers feel that its homemade like taste and high quality streak makes it unique brand. The most liked pickle flavours are mango, lime, chilli and mixed. The trust rate was amazing 100%, and preference for their new products turned out to be 100%. Out of 9, 88.89% (8 customers) find the price reasonable but only 11.11% (1 customer) find it to be unsatisfactory. The qty for purchase preferred lies mostly in range of 200-400, where for housewives consumption is 1 bottle (300 gm-400gm.) for 2 months, and for students 200 gm bottle for one semester that is 5 months is sufficient. The weakness or suggestion 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.

HALDIRAMS
BRAND INVENTORY

Haldirams has been providing Perfect Taste and Quality in the Best of Packaging to the customers since long time.

It manufactures wide variety of products ranging from dry fruits to papad, pickles, sweets, namkeen and many more

In manufacturing of pickles, though it does not manufacture a wide variety, but the excellent taste of its pickles poses competition to all other brands of pickles in the market.

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

Certifications

M/s Haldirams Nagpur has recently got an ISO 9001-2000 certification and HACCP certification by D NV CERTIFICATION B.V, Netherlands. We have the distinction of beinga member of renowned International Associations viz., European Snack Association (ESA), Snack Food Association (SFA).

Awards

Haldirams has been a proud recipient of many awards such as the International Food Awardfrom

TROFEO, International Alimentation of Barcelona, Spain (1999). Shri Shiv kisanji Agrawal, chairman of the Haldirams Group has also received award titled VIDARBHA GAURAV PURASKAR

Prices

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

Prices (Rs.)

Packaging

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.
Suppliers of Haldirams Pickles

Suppliers and distributors Of Haldirams Products are spread across country. Some of the suppliers of Haldirams Pickles are Haldirams Bhujiawala Ltd. In Kolkata, Sri Vinayak Distributors and Sri Sairam Enterprises in Bangalore and many more.

Distribution System

Haldiram's developed a strong distribution network to ensure the widest possible reach for its products in India as well as overseas. From the manufacturing unit, the company's finished goods were passed on to carrying and forwarding (C&F) agents. C&F agents passed on the products to distributors, who shipped them to retail outlets. While the Delhi unit of Haldiram's had 25 C&F agents and 700 distributors in India, the Nagpur unit had 25 C&F agents and 375 distributors. Haldiram's also had 35 sole distributors in the international market. The Delhi and Nagpur units together catered to 0.6 million retail outlets in India. C&F agents received a commission of around 5%, while distributors earned margins ranging from 8% to 10%.The retail outlets earned margins ranging from 14% to 30%. At the retail outlet level, margins varied according to the weight of packs sold. Retailers earned more margins ranging from 25% to 30% by selling 30 gms pouches (priced at Rs.5) compared to the packs of higher weights. Apart from the exclusive showrooms owned by Haldiram's, the company offered its products through retail outlets such as supermarkets, sweet shops, provision stores, bakeries and ice cream parlors.

Competitors of Haldirams in marketing of pickles

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.

BRAND EXPLORARTORY

Haldirams 1. What are first 5 words which come into your mind when you think of Haldirams?

1.________________ 2.________________ 3.________________ 4.________________ 5.________________ 2. Do you like the brand name? If yes, then mention reason(s), if not, then mention reasons for the same. __________________________________________________________ ____________________________________________ 3. Since when are you using this brand? ___________________________________________________ 4. Can you recall the slogan for the brand? Yes No

5. What would you say is its mission? ___________________________________________________ ___________________________________________________ Rate on scale of 5 their mission accomplishment: 1 5- Completely 1- Not at all 6. What are the key messages? Are these consistent across all channels and media? 5

7. Which quality of brand you think makes it unique? ___________________________________________________ __________________________________________________________ ____________________________________________ 8. From following choose your favourite flavour(s): Mango Pickle Lime Pickle Chilli Pickle Mixed Pickle Garlic Pickle Ginger Pickle Leaf Pickles Tomato Pickle Onion Pickle Punjabi Panchranga 9. Which are the major weaknesses of the brand? __________________________________________________________ __________________________________________________________ _____________________________________ 10. Do you trust Mothers Recipe?

Yes No

11. The company intends getting into a range of ethnic foods comprising papads, cooking pastes, namkeens, spices and ready-to-eat products. Would you like to try them? Yes

No

12. Yes

Do you think that the prices charged are justifiable?

No

13.

Which size is mostly preferred by you?

Haldirams Data Analysis:

From the sample of 20 respondents 4 customers use Haldirams pickles. Out of 4 customers 2 were housewives from old colony, Pilani and 2 were students from Meera Bhawan. The names which commonly strike the customers mind in regard to the brand are tasty, yummy, unique, different, trustworthy etc. Out of 4 customers, 50% customers like the name; but 50 dont like it. The customers have been consistently using the brand since last 2-3 yrs. Out of 4

customers 3 could tell the tag line, the mission of the brand and rated it to be satisfactory. The key message of being unique was given full credit by customers. All the customers feel that this streak only makes it unique brand. The most liked pickle flavours are mango and mixed. The trust rate was 75%, and preference for their other products is turned out to be 100% which clearly shows need for brand to create strong image in pickle market. 75% find the price reasonable but only 25% find it to be unsatisfactory. The qty for purchase preferred lies mostly in range of 200-400, where for housewives consumption is 1 bottle (300 gm-400gm.) for 2 months, and for students 200 gm bottle for one semester that is 5 months is sufficient. The weakness or suggestion found through survey was that customers now demand the brand to introduce more exotic flavours.

Suggestions:
We would be considering strengthening the brand Haldiram. This brand is gaining its foothold not only in India as well as in other countries. This brand is new to the range of pickles though its an established name in case of sweets and namkeens. This brand is up coming and has a high growth

potential if some its weakness factors are handled properly as also suggested by the data. The demand is for introducing exotic flavours. This can be solved by expanding their product range and introducing new flavours. Like Mothers recipe has many varieties within mango flavour also like vadu, thokku, Maharashtra, Karnataka, Punjabi, Bengali, Gujrati etc. they association with place helps better interaction with customers of respective regions. This strategy can also be adopted by Haldiram and they should also consider adding more variety in mango flavour because it is rated the most popular flavour. The same strategy should be applied to the lime and chilli flavours. One more thing that Haldirams should be considering is increasing the sizes or packages in which their pickles are available. They provide fewer alternatives in case of size with respect to Mothers Recipe. Through the above strategies Haldirams should follow so that they become points of parity for them to compete well with Mothers Recipe. They should also emphasize more on their unique taste and make it their strongest point of difference. The addition of range of herbs pickle is also another idea.