Marketing Assignment

What is a Regional Brand ?

A regional brand is defined as a distinguishing name and/or symbol such as a logo,

trademark, or design, intended to identify a regional resource or a region as a place,
and to differentiate those resources and region from those of competitors, in other
words, a set of distinguishing images that consumers associate with the name or
symbol of a regional resource or a region.

Regional Brand – Paljee’s Food Industries

Segmented Product – Rusk, Cookies, etc

Sector - FMGC

About US

At Paljee’s, we love what we do! We are passionate experts with more than 60 years of
combined experience at creating Premium Hand Made Cookies, Cakes and Rusk. The
brand started by Late Shri Dharam Paljee Chadha has been delivering quality products
to its customers. The factory situated at Delhi manufactures products with the same age
old recipes, keeping in mind the quality standards. Over the period of time we have
adapted to the latest and newest technologies to deliver finest products as per today’s
taste and trends.

An in-depth understanding of the Indian consumer psyche has helped us develop a

marketing philosophy that reflects the needs of the Indian masses. We have made it a
tradition to deliver both health and taste, with a value-for-money positioning that allows
people from all classes and age groups to enjoy Paljee’s products to the fullest.

Cookies are a go-to favorite dessert, sweet snack, or after-school treat. With our easy
recipe, you'll have soft and chewy cookies to serve and enjoy your tea time! Store up to
one week in an airtight container—if they last that long. We suggest keeping a dozen in
the freezer for emergencies. Key Ingredients: All purpose flour, Wheat flour, Butter,
Castor sugar, Baking powder, chocolate chips. Our products are freshly baked and
made to last long with right kind of storage. The long term storage does not affect the
taste of the product as they are hygienically packed and ensure quality.

Paljee’s Food Industries is a Private incorporated on 17 March 1989. It is classified as

Non-govt company and is registered at Registrar of Companies, Delhi.

Directors of Paljee Foods Private Limited are Kamal Paljee Chadha and Rakesh Paljee
Chadha.
Early life

In 1954, two brothers started their business from a small village in an urge of hunger
and money to live their livelihood. So one day while eating breakfast at their home the
elder brother Kamal Paljee got an idea to start baking rusks at home and start selling it
in their neighborhood to earn their livelihood.

So as per his idea his younger brother supported him from the very next morning and
slowly it grew up, and started selling in their whole village. Since the products were
fresh, flavorful, were made with great passion and care, in no time they became popular
in the nearby villages too.

Slowly when they earned a certain amount of money, then they decided to cater the
Delhi market. They established a small set up in the city to start with and worked hard to
promote their products.

Paljee’s has successfully transformed Traditional technique into Modern

technology.

Our natural beginnings started from a small village and soon we expanded into Delhi –
NCR Market. We have taken a technological leap from the traditional manual
manufacturing process to precision industrial manufacturing. Today, we have major
production site in New Delhi expanding across 40,000 square feet area, which is fully
equipped with state-of-the-art plants and machinery in sync with the latest technology of
market.

Why paljee’s ?

The secret behind Paljee’s premium quality products resides in its uncompromising
approach of using only high quality ingredients and striving hard to deliver finest taste in
all its offerings through constant practice of R&D. We ensure to offer the wholesome
goodness by following the traditional and authentic ways of preparation of sweets.

While preserving our heritage, we endeavor to offer quality products to our customers,
for which we have put in place strict check controls right from the procurement of Raw
materials to Manufacturing, Packaging, and Marketing. We have a dedicated and well-
experienced team of professionals to ensure strict Quality Control, Quality Assurance,
and Quality Compliance.

Following the Norms & Standards of FMGC

Paljee’s always work by meeting for the national norms that are very important for an
industry in Food and Beverages sector.

Recognized Standards

 FSSAI - Food Safety and Standards Authority of India

 Introduction To Food Safety Standards
 BRC Food Safety Standard
Food Packing Standards- We have adopted High Standards of packaging for our products
Paljees products are packed under ambient conditions through an application called MAP
(Modified Atmosphere Packaging). We aim to provide long-lasting packaging values to our
products. Our forte is to provide tasty, hygienic food, rich in quality for a yummy experience.

 IFS PAC secure Standard

 Packaging Material’s & Food Safety

Additional Standards & Certifications

 Gluten Free Certification

More about our Products

More for your daily dose!
Paljee’s also holds a special place in its trusted customers’ day-to-day lives with
offerings like extensive assortment of healthy and flavoured products ranging from multi
grain breads, rusks, cookies and many more.

More for your Tea Break!

After receiving a healthy feedback from our valued customers – Paljee’s Namkeens
were born out of sheer demand to be a one stop shop for its customer's taste buds.
Keeping quality as a priority, the range offers lip-smacking namkeens to add more fun
and flavour to your mid-day tea breaks.

Selling Channel – One Level Channel

Manufacturer Retailer Customer

Paljee’s manufacturer the products in its factory at Delhi and then through its sales
executives they sell the products to the local retail shops at different localities, and then
the product is sold to the customer by the retailers.

Paljee’s has choosed this channel because One Level Channel gives the opportunity to
the manufacturers to grab the retailer’s brand loyalty due to which the product selling of
the manufacturer increases and does not have to do much sale’s promotion to sell the
product.

4 P’s Of Marketing At Paljees

Product- Paljees have entered into market with daily need products to capture
maximum customers in Delhi

Price- Paljee’s have kept a competitive price which a majority of customers can easily
afford for their daily breakfast and evening snacks

Place-Paljee’s sell its products through highly famous retail stores at a locality, to grab
the opportunity to serve the major customers
Promotion- Paljee’s does not have much promotion in the market, but they tell the
retailers to follow a word of mouth promotion policy.

Competitors

1. Britannia – The brand is giving a very tough competition as it is a very well

known in the market and customer trends to buy its product due its loyalty and
brand value in the market.

2. Parle – It has been one of the oldest brands has a good hold in the market. The
customers rely on the brand name too much and end up buying the products
though it has not diversified much in savoury items.

3. Bikano – The brand is growing as it is more focused to sell its products in rural
market due to its low pricing strategy.

4. Gopala – The brand is slowing increasing in the market, specially in bakery items
and giving a tough competition in the market. Commented [sg1]:

Social Statistics

Paljee’s currently has 66 followers on Twitter. As of December 2015 Paljee’s had 60

followers. That's a 10 percent increase in 2 years. Paljee’s currently has 104,677 fans
on Facebook. As of December 2015 Paljee’s had 18,417 fans. That's a 468 percent
increase in 4 years.

SWOT Analysis

Strength –

1. Easily available at retail outlets or daily need shops.

2. Gained reputation as it has maintained its quality in the market since years.
3. High quality of the product.
4. Pure vegetarian products.
5. Products can be stored for a longer period of time.
6. Products are daily needed and are fast moving items.

Weakness

1. Limited variety due to pure vegetarian products

2. Not everyone likes the taste.
3. More emphasis needs to be put on increasing reach of product.
Opportunity

1. It should promote through various channels.

2. It should expand itself in other states .
3. Huge market potential.

Threats -

1. Plenty of competitors in the market.

2. It isn't available easily such as at small shops.
3. Brand image of big competitors in customer’s mind.

Success Story

It has near about 30 employees working with an annual turnover of 3.5 – 4 Crores.

The brand has been delivering quality products to its customers. The factory situated at
Delhi manufactures products with the same age old recipes, keeping in mind the quality
standards. The brand is just focusing only to serve in Delhi market.

The brand is mainly focusing on the best raw materials to manufacture the products.
They are evolving as an organization and are now coming up with an exciting new
range of Healthy Cookies. The cookies are manufactured using Specialty Flours. The
range includes variety of bakes products of highest quality.

Emotional layer and Motivation

At paljees the employees are treated as one big family. Apart from work the employees
are engaged in various activities time to time to keep the fun quotient alive. The festivals
and occasions are celebrated keeping in mind the traditional sentiments of the work
force.

Employees are also motivated through perks in terms of yearly bonus. The grievances
are resolved to the satisfaction of each person without affecting the team spirit.