Tops pickle brand plan

1. 1
Tops Pickle
Brand Plan
2015-16

2. 2
Table of Contents:
Page No.
Brand Equity Chart ……………………………….. …… 4
(Mission, Vision, Core Value, Positioning Statement &Tagline)
Current market Scenario………………………………... 5
(Market Size of the category Vs tentative share of Tops)
Consumer Profiling………………………………………. 6
(Target Consumer, Consumer Behavioral, His Perceptiontowards the Brandetc)
SWOT Analysis of category……………………………… 8
Competitive analysis……………………………………... 9
Brand Contribution………………………………………. 10
(Category Sales Contribution/SKUs Sales Contribution)
Category Sales- States Contribution…………………….. 11
Strategies todevelopcategory…………………………… 13
(Challenges toAddress through- tactical &thematically marketing Strategy)
Detailedactivity planner tobuildthe brands……………. 14
(Product, Price, Distribution&PlannedPromotions)
Market research………………………… 16
(Questionnaire for consumer, Questionnaire for retailer, Questionnaire for intuitional)
Budgets require todrive the brand……………………… 27

3. 3
Introduction of Pickle-
The preservationof foodincommonsaltor invinegarisknownas pickling.
It isone of the most ancientmethodsof preservingfruitsandvegetables Picklesare good appetizersandaddtothe palatability
of a meal.Theystimulate the flowof gastricjuice andthushelpindigestion.
Theyare preparedwithsalt,vinegar,oil orwithamixture of salt,oil,spicesandvinegar.
Historyof Pickle-
Picklingbegan4000 yearsago usingcucumbersnative to India.This wasusedas a wayto preserve foodforout-of-seasonuse
and forlongjourneys,especiallybysea. Saltpork and saltbeef were common staples forsailorsbefore the daysof steam
engines.Althoughthe processwasinventedtopreserve foods,picklesare alsomade andeatenbecause peopleenjoythe
resultingflavors.Picklingmayalsoimprove the nutritionalvalue of foodbyintroducing Bvitamins producedbybacteria
Tops pickle - TOPS21 VARIANTOFPICKLES
USP- Made the traditional way,with freshselected fruit,vegetables,Indian spices.PreservedinhygienicallyMustardoil &salt.
Pickle SKUs
Variants SKUs
Regular Variants
Mixed,Mango, Mango Longi (withheeng),Teekha
Mengo,Tangy Lime,SweetLime,Lime Digestive,
Lime GingerGreenChilli,Lime GreenChilli,Green
Chilli,G.G.SK/M.
100g, 200g( Pouch)
200g & 400g (Bottles),
1Kg(Jar)
Mixed& Mango 5Kg ( Jar )
Special Variants
SRC, GingerPunjabi,Garlic 200g & 400g (Bottles),1kg(Jar)
Mango Chutney 250GM & 500GM

4. 4
Brand Equity Chart:
Tops Pickle - Brand Equity Chart
Mission To become a brandof India,knownforitsbestquality,taste &customersatisfaction.
Vision
To become a brandof all India presence and110cr in next3yrs from, currentscenarioof
46.18cr, withthe annual growthrate of upto40%.
Core Value Quality A grade Musteredoil 21 verities Purity Fresh& Fine
Positioning
Statement
"Range of 21 Pickles"–Tagline which defines21 veritiesof pickle,throughitsquality&richness.
Or NeedTowork on new positioningstatement.
Value Proposition
Assured Quality- The North Indian taste with A grade mustard oil and spiciness with 21
ranges.
Tagline "Range of 21 Pickles"

5. 5
1.2 Current Market Scenario:
Withthe above Report,we canestimate the Total Size of the organizedmarket.400cr by2012

6. 6
Total organizedmarketSize of Pickleby2015 = 440cr
Tentative Sale of TopsPickle incategory = 46.18 cr
Hence,we can estimate the MarketSize of Topsin category = 10%
Consumer Profiling:
Age Profile:TodevelopTopsPickle, we mustfocusonthe largerbase of consumerstomake it a product between all age group
Male & Female.
PrimaryConsumers : Female betweenthe age groupof 30-50yrs.
SecondaryConsumers : All age group.
FocusedGeography : Delhi/NCR/Uttrakhand/UttarPradesh/Punjab/Haryana/Bihar
Economy& Class : SEC B+, B & C Categoryof customers.
Our pickle isconsumedandpreferredbyall segmentpeoplesinnorthIndiabutwe wantto change thismindsetandmake a
brand inconsumermindthatthisis India’s/world’s local pickle anddeveloplocal taste of all regions.
ClassificationsofOutletsfor the PlacementsofTops Pickle.
Types
of
market
Types of outlets
A B C
A Y Y Y
B Y Y Y
C Y Y N

7. 7
Target Consumers:
Household-SSCA,SSCB ,SSC C
Brand perception:
A low involvement product, consumers will always ready to try out new brand.
Consumer Behavioral -
The consumerbehaviorforthiscategory.Usuallyconsumersare hookedtoa particularbrandof
picklesbecause of the taste.Once the consumer likes the taste, he continues with a particular brand till he come across a better
taste. So it is almost an impossible task for us to have a common product that satisfies all consumers.
The major challenge with creating a national brand for pickles is to manage varied tastepreference of consumers across markets. If
you take the South Indian market, the taste preference for pickles is entirely different to that of North. Even in South India, the taste
preference varies across different states and regions. Even for a mango pickle, taste preferences vary across states like- in Guajarati’s
prefer sweet pickle, Rajasthan’s prefer more chilly, Punjabi prefer more spiciness
So we need to go with regional taste and preferences with different states different tasteto make us a local pickle of India.

8. 8
Strengths-
21 Range of pickles.
State of the art manufacturingplant.
Robustdistributionchannel.
StrongProduct length&SKU’s.
Brand acceptance inentire northregion.
Weakness-
Overdependencyonpickleforrevenuegeneration.
Frequentlychangingdistributors.
Risingmanufacturingcost.
1 recipe forall.
Low Brand acceptance inotherregion.
Opportunities-
Increasingpopulation&demandof market.
Brand extension&productextension.

9. 9
A lotof untappedmarket.
Olive oil picklesegment.
Developmentof regionaltaste forotherregions.
Threats-
Competitionfromlocal pickle orunorganizedsector.
DifferentstrategyadoptedbycompetitorsLike- Funtop-Lesspricingstrategy,Nilons&Mothers-Regionaltaste.
Costumerdemandforlessprice product.
IncreasingMarketshare of competitors.
Aggressive advertisementof competitors.
Newentrant.
Competitive analysis-
Major Competitor -

10. 10
Competitive
factor
Tops Nilons Mothers Funtop
Years of
Existence
1990 1962
ADF 1932 aquire
by Desai Group
2001
2005
Range Tops,Navratan
Classic,Khana
Khajana,Premium,
Parampara,
Target,Dhamaka,
Five Star
Mothers,Dabee Funtop
Variants 21+9 More then50 More then43 6
SKU's
5 kg, 1kg, 600
gm,400gm,200 gm,100
gm,60 gm, 10 gm
5 kg,400gm,200
gm,100 gm,60 gm,
10 gm, 8 gm , 25
gm , 40 gm , 600
gm ,350 gm,300 gm
, 500 gm, 900 gm ,
1.2 kg , 4.5 kg , 6 kg
, 22 kg
65 gm , 200 gm
,300 gm , 950 gm
, 1 kg , 5 kg , 400
gm , 100 gm ,
500 gm
200g, 400g,
1Kg & 5Kg.
Price Comparatively equal
Comparatively
equal
Comparatively
equal
Comparatively
less

11. 11
Distribution Northanregion All india All india
Only some
state(Wholesal
e)
Product
acceptability
UK,UP,MP,Delhi,Haryana,
Punjab,Bihar,Jharkhand,
Rajasthan
All india All india
UK,UP,MP,Del
hi, Haryana,
Punjab,Rajasth
an (Wholesale)
Category Sales Contribution & SKUs Sales Contribution-
Category Sales Contribution - Pickle category contributing 17.59% in total sales of company which is
second highest contribution after snack sauceso we need to develop this category.
SKUs Sales Contribution- In pickle category 62% sales contribution of 1 kg pickle so we need to focus
in this sku.
PAN INIDA-PICKLE (F.Y - 2015-16)
PRODUCT SKU's SALES IN CB
% SHAREIN PICKLE
CATEGORY
% CONTRIBUTION IN
TOTAL SALES
Pickle 200g. 26620 4.03 0.71
400g. 93668 14.20 2.50
1kg. 409225 62.02 10.91
Pickle jar 5kg. 40721 6.17 1.09
Pickle(pouch) 15g 2047 0.31 0.05
100g. 75391 11.43 2.01
200g. 12127 1.84 0.32

12. 12
Total 659799 100.00 17.59
States Contribution-
102954
57044
50810
47348
45944
45193
41824
36708
34892
30501
26467
19018
18576
15898
15562
13396
13288
11406
7017
6993
5210
4508
3026
2882
1917
1417
0
20000
40000
60000
80000
100000
120000
U.P-west
Amritsar
Uttrakhand
Delhi-East
Delhi-South
Delhi-west
Haryana-1
Haryana-2
Delhi-North
Zirakpur
U.P-NCR
Bihar
J&K
U.P-East
Delhi-Central
Rajasthan-1
U.P-Central
H.P
Jharkhand
M.P
Rajasthan-2
WestBengal
Raipur
Guwahati
Gujarat
Odisha
Pickle Sale - PAN India (F/Y :2015-16)
State Sale (In C.B) Cont. In
%
U.P- west 102954 15.60
Amritsar 57044 8.65
Uttrakhand 50810 7.70
Delhi - East 47348 7.18
Delhi - South 45944 6.96
Delhi - west 45193 6.85
Haryana - 1 41824 6.34
Haryana- 2 36708 5.56
Delhi - North 34892 5.29
Zirakpur 30501 4.62
U.P- NCR 26467 4.01
Bihar 19018 2.88
J& K 18576 2.82
U.P- East 15898 2.41
Delhi - Central 15562 2.36
Rajasthan - 1 13396 2.03
U.P- Central 13288 2.01
H.P 11406 1.73
Jharkhand 7017 1.06
M.P 6993 1.06
Rajasthan - 2 5210 0.79
West Bengal 4508 0.68
Raipur 3026 0.46
Guwahati 2882 0.44
Gujarat 1917 0.29
Odisha 1417 0.21
659799 100

13. 13
How we develop Pickle category-
Develop pickle category on the basis of 4p
Product-
Product Segmentation- Ourpickle isconsumedandpreferredbyall segmentpeoplesinnorthIndiabutwe wantto change this
mindsetandgo withnewmarketwithnewregional taste andpresences because pickle isverycompetitive category which80%
isunorganizedmarketrestof 20% isorganizedwhere ineveryregionlocal pickleisverystrongdue to local taste sowe have to
cater these categorywithlocal taste andcoverall Indian market. As a diversifiedpicklebrand,we offer Andhra Avakaya,
KarnatakaCut Mango, Madras Thokku,KeralaMango,Bengali Mango,Punjabi Pancharanga,Gujarati MethiaMango,
Maharashtra Mango, Gujarati Gorkeri, Choondo .
Segmentation onthe basisof PurchasingGroup.
Economycategory
Super/General category
Premiumcategory
Olive oil category
Regional category
Seasonal category
Catering/institutional category
Segmentationonthe basisof Region.
Northernregion -
Southern Region - Madras Thokku -(SouthIndia) ,MangoChepni -(SouthIndia) , Lime Chutney -(SouthIndia) ,Lime -
(SouthIndia) ,AndhraGinger-(SouthIndia) ,Sunflower oil mix pickle -(SouthIndia)
Central Region - Mustard seedsmix pickle -(Central India)
EasternRegion- Tomato -(EastIndia) ,Koku(Mangoginger) -(EastIndia) , Drumstik -(EastIndia) , Lime chilli -(East
India)
WesternRegion- Gudkari -Mangosliced -(WestIndia) ,Gudkari –Mango& Gud -(WestIndia) , Gangura -(WestIndia) ,
Chunda -(WestIndia)

14. 14
Price-
Currentlywe have single pricingstrategywhichisnotfitforall marketand all areas sowe move on multiple pricing strategies
withmultiple products.
Pricing Strategies- we donotchange ourcurrent productpricingbut we introduce new productwithnew pricingandwe
have to change our pricing2 timeseveryyearinthe gap of every6 monthwhichisbuiltgoodimage inretail marketbecause a
lotof retailersaidthatyourpricesincreasingeverymonth.
Economypricing
PremiumPricing
Place-
Currentlyourdistributionnetworkandbase isstronginnorthIndianmarketbut we needtofocusin newmarket.
Distribution: We aimto take current distributionof 27.7% to 40%, withthe helpof differentplannedmarketingactivities
and approachof salesteam.
We will alsosetprioritymarkets&objectivetodevelopthese markets:
ClusterA: HighVolume,HighPotential
(UP,UK, Delhi,Punjab,Haryana)
ClusterB: Low Volume,HighPotential
(Rajasthan,Bihar,Jharkhand,MP,Odisha,West Bangal,Gujrat)
ClusterC: Low Volume,LowPotential
( Jharkhand,Guwahati,Himachal Pradesh,J&K)
ClusterD: UncoveredMarket or newmarket
South& Central Indian market is not covered by our company which is a lot of purchasing power and market
potential also like population of these states % contribution in population of India Maharashtra-9.28%, Tamil Nadu-
5.96%, Karnataka-5.05%, Andhra Pradesh- 4.08% , Telangana- 2.97%, Kerala-2.76%
Priorityof
marketdone on
the basisof past
salesachieved
and acceptance
of productin
market.

15. 15
Market Research
MarketingResearch:To avoidall the assumptions,furtherdevelopmentsonproductswill take upwiththe helpof market
research,whichwill basedtostudyfollowingpoints:
Productquality: (Color,Texture,Aroma,Taste, Aftertaste)
Packaging: (CurrentPackaging,Differentiationwithotherpackaging,
Brand recall productwise.
To knowthe clear phase of product:Awareness –Consideration - TrailsorRepeatphase.
QUESTIONNAIREFOR THE CONSUMER FOR PICKLE CONSUMPTION SURVEY
Household no.:
GENERAL ASPECTS: Date:
NAME OF THE RESPONDENT: 3. AGE:
ADDRESS: ..................................................., 4. OCCUPATION:
................................................................,
...............................................................
PHN No.: ......................................
TOTAL No. OF FAMILY MEMBERS: .....................................
AGE GROUP No. OF MEMBERS
CHILDREN(1-20)
ADULT AGE GROUP(20-35)
MIDDLE AGED GROUP(35-50)

16. 16
OLD AGED GROUP(50-80)
PICKLE ASPECTS:
DO YOU CONSUME PICKLES?
a. Yes b. No
7. WHICH TYPE OF PICKLE YOU PREFER?
a. Readymade b. Home-made
8. WITH WHICH FOOD OF THE ITEM YOU WOULD LIKE TO HAVE THE PICKLE?
a. Parata b. Chapatt c. Rice d. Bread e. Khakhra f. Others
9. HOW OFTEN YOU PREFER THE PICKLE? (Tick the appropriate choice)
S. No. FLAVOUR OF THE PICKLE HABITUATED FREQUENT RARELY NEVER
1. Mango
2. Mixed
3. Garlic
4. GreenChilli
5. Khatta Meetha
6. Tangy Lime
7. StuffedRed Chilli
8. SweetLime
9. Amla
10. Karela
11. Dela
12. SweetMango

17. 17
13. Lime
14. OnionPickle
15. Any Other
10. PREFERENCE FOR THE VARIOUS FLAVOURS OF PICKLES
IN YOUR HOUSEHOLD (RANK IT):
RANK
S.No. FLAVOUR OF PICKLE 1 2 3 4 5 6 7 8 9 10 11 12 13 15
1. Mango
2. Mixed
3. Garlic
4. GreenChilli
5. Khatta Meetha
6. Tangy Lime
7. StuffedRed Chilli
8. SweetLime
9. Amla
10. Karela
11. Dela
12. SweetMango
13. Lime
14. OnionPickle
15. Any Other

18. 18
11. HOW FREQUENTLY YOU PURCHARSE THE PICKLE?
a. weekly b. Biweekly c. once in three weeks d. Once in four weeks
e. once in 2 months f. Once in 6 months g. Once in a year
12. WHERE DO YOU PURCHASE THE PICKLE? And how far is the place from here?
Ans...........................................................................................................................................................................
13. WHAT DO YOU OBSERVE WHILE PURCHASING THE PICKLE?
a. Price b. Packaging c. Brand d. Certification e. Oil content
14. IN HOW MUCH QUANTITY YOU PURCHASE THE PICKLE?
a. 100gm b. 200gm c. 400gm d. 1 kg e. Any other
15. WHAT IS THE PRICE YOU CAN AFFORD FOR PURCHASING 200gm PICKLE OF ANY FLAVOUR?
Ans...........................................................................................................................................................................
16. WHETHER THE PRICE THAT YOU PAY FOR PURCHASING OF ANY VOLUME OF PICKLE IS WORTH FOR YOU?
Ans...........................................................................................................................................................................
17. WHETHER YOU PREFER THE PICKLES IN SACHETS OR BOTTLES?
a. sachets b. bottles
18. WHETHER YOU CHANGE THE FLAVOUR OF YOUR PREFERENCE FOR THE PICKLE AS PER THE SEASON?
a. yes b. No
19. IF YES, WHAT ARE THE FLAVOURS YOU PREFER IN DIFFERENT SEASONS?
Ans: ..................................................................................................................................................
20. WHETHER YOU PREFER PICKLE WITH EXCESS AMOUNT OF OIL?
a. yes b. No
21. WHETHER YOU PREFER PICKLE WITH EXCESS AMOUNT OF CHILLI POWDER?
a. yes b. No
22. WHETHER YOU PREFER SACHETS OR THE SEALED BOTTLES? GIVE REASONS?
a. sachets b. bottles
.....................................................................................................................................................................................................................
...............................................................................................................................................

19. 19
23. THE BRAND YOU PREFER IN PICKLE?
a. TOPS PICKLE b. MOTHER PICKLE c. NILONS d. OTHERS (PLEASE SPECIFY)
24. WHY YOU PREFER THE PICKLE OF THAT BRAND ONLY?
Ans: .....................................................................................................................................................
25. ARE YOU SATISFIED WITH THE PRICE FOR THE BRAND THAT YOU PREFER?
a. Yes b. No
26. DO YOU CHECK VARIOUS QUALITY CHECKS (like PFA, ISO, ISI, AGMARK etc...,) BEFORE BUYING PICKLES FROM THE MARKET?
a. Always b. Sometimes c. Never
27. DO YOU LOOKK FOR MANUFACTURING AND EXPIRY DATE BEFORE BUYING THE PRODUCT?
a. Always b. Sometimes c. Never
28. IF A NEW BRAND PICKLE WITH ALL FLAVOURS ENTERS INTO THE MARKET, YOU PREFER IT?
a. YES b. NO
29. IF YES, WHAT ARE THE ATTRIBUTES YOU WANT IN THE PICKLE? IF NO, WHY?
Ans: ______________________________________________________________________________________
30. FROM WHERE DID YOU GET THE INFORMATION REGARDING PICKLE/ WHO INFLUNCES YOUR PURCHASE DECISION?
a. T.V. b. NEWSPAPER c. CINEMA d. RADIO e. HOARDINGS
f. ADVERTISEMENTS ON BUS g. PAMPHLETS h. WALL PAINTING i. WORD OF MOUTH
j. SOCIAL MEDIA k. SALES MAN l. ANY OTHER (PLEASE SPECIFY)
ECONOMIC ASPESTS:
31. MONTHLY INCOME OF THE FAMILY: Rs ........................./-
32. TOTAL AMOUNT OF MONTHLY INCOME
SPENT ON THE CONSUMPTION OF FOOD: Rs .........................../-
33. TOTAL AMOUNT SPEND ON PICKLES FROM
THE TOTAL AMOUNT SPEND ON CONSUM
-PTION OF FOOD : Rs .........................../-
THANKING YOU SIR

20. 20
SIGNATURE OF THE RESPONDENT:
TIME AND DATE:
PARTI: DATA ANALYSIS PLAN FORHOUSEHOLDS:
To know how many types of pickle a consumer eat
To know the frequency of consumption of pickles
To know the rank of mother’s pickle
To know the rank of Nilons pickle
To know the rank of Tops pickle
To know the post consumption satisfaction
To know the quantity of pickles consumed
To know if consumer looks for quality checks certifications
To know the food items with which the pickles are consumed
To know the order of preference of various factors while buying pickles like packaging, price, brand,
certification, oil content.
To know about the different attributes they want in new branded pickle
Satisfaction of price with quality
To know about the pickle purchasing point for the consumers
To know the preference of consumers for packaging
Satisfaction from flavors of pickle
To know about the information sources to the household about the different types of pickles
respondent’s perception about pickles
income group of respondents
gender of respondent
age of respondent
Questionnaire for the Retailer /Channel Partner:
Retailer no.:
Date:
NAME OF THE RESPONDENT: 3. AGE:
ADDRESS: ...................................................,

21. 21
................................................................,
...............................................................
PHN No.: ......................................
4. FOR HOW MANY YEARS YOU ARE IN THIS PICKLE BUSINESS?
Ans: ...........................................................
5. WHAT ARE THE DIFFERENT TYPES OF PICKLES YOU SOLD?
a. MIXED b. GREEN CHILLI c. MANGO d. TOMATO e.GINGER
f. LIME g. GARLIC h.. SWEET LIME i. DELA j. SRC
k. KHATTA MEETH l.SWEET MANGO m.MASHROOM n.AMLA o. ANY OTHER
6. WHAT IS THE PICKLE YOU SELL MOST IN ONE DAY? , RANK IT
a. MIXED b. GREEN CHILLI c. MANGO d. TOMATO e.GINGER
f. LIME g. GARLIC h.. SWEET LIME i. DELA j. SRC
k. KHATTA MEETH l.SWEET MANGO m.MASHROOM n.AMLA o. ANY OTHER
7. WHY THAT 1ST RANKED PICKLE IS SOLD IN MORE QUANTITY PER DAY?
Ans:
.....................................................................................................................................................................................................................
.....................................................................................................................................................................................................................
...........................................................
8. IN HOW MANY DAYS YOU SELL 1 Kg PICKLE? AND GIVE REASONS FOR IT
Ans:
.....................................................................................................................................................................................................................
.....................................................................................................................................................................................................................
............................................................
9. WHAT ARE THE BRANDS OF PICKLES YOU PURCHASE FROM THE DISTRIBUTOR?
a. NILONS PICKLE b. MOTHER PICKLE c. TOPS
d. OTHERS (PLEASE SPECIFY)
10. WHETHER THE DISTRIBUTOR COMES TO YOU?
a. yes b. no

22. 22
11. DO YOU THINK THE PRICE THAT IS FIXED IS AFFORDABLE TO THE CONSUMER? GIVE REASONS?
a. yes b. No
.....................................................................................................................................................................................................................
..........................................................................................................................................
11. WHAT ARE THE QUALITY PARAMETERS THAT YOU PREFER WHILE PURCHASING THE PICKLE?
Ans: a. ................................................................................................................................
b. ...............................................................................................................................
c. ................................................................................................................................
12. DO YOU SELL BOTH THE READYMADE AND ALSO THE HOME-MADE PICKLE?
a. YES b. NO
13. WHAT IS THE DIFFERENT RANGE OF SACHETS/BOTTLES YOU PREFER TO PURCHASE?
a . 100gm b. 200gm c. 250gm d. 500gm
14. IF A NEW BRAND PICKLE WITH ALL FLAVOURS ENTERS INTO THE MARKET, YOU PREFER IT?
a. YES b. NO
15. IF YES, WHAT ARE THE ATTRIBUTES YOU WANT IN THE PICKLE? IF NO, WHY?
Ans: ______________________________________________________________________________________
16. FROM WHERE DID YOU GET THE INFORMATION REGARDING PICKLE/ WHO INFLUNCES YOUR PURCHASE DECISION?
a. T.V. b. NEWSPAPER c. CINEMA d. RADIO e.HOARDINGS
f. ADVERTISEMENTS ON BUS g. PAMPHLETS h. WALL PAINTING i. WORD OF MOUTH
j. SOCIAL MEDIA k. SALES MAN l. ANY OTHER (PLEASE SPECIFY)
THANKING YOU SIR
SIGNATURE OF THE RESPONDENT:
TIME:

23. 23
PARTK: DATA ANALYSISPLAN FORRETAILER:
To know for how long he is in the pickle business
To know about the different types of flavor of pickles he sells to the consumers
To know the pickle that is sold very much in a day
To know the reasons why that particular pickle is sold very much in a day
To know the different brands he prefers to sell to the consumers
To know whether the distributor comes to his shop or not
To know about the price that is fixed by the brand is affordable to the consumeror not
What are the quality parameters that he observes while purchasing the pickles from the distributor
To know about the products sold i.e.., readymade or the home made pickle
To know about the different attributes they want in new branded pickle
To know about the information sources to him about the different types of pickles
PART L: QUESTIONNAIRE FOR THE INSTITUTIONAL BUYER
serial no. : _ _ _
date: _ _ _ _ _ _ _
NAME OF THE RESPONDENT: _ _ _ _ _ _ _ _ __ _ _ _ _ _ _ 3. OCCUPATION:
ADDRESS: _ _ _ _ _ _ _ _ _ _ __ _ _ _ _ _ _ 4. AGE:
_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _
_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _
___ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _
5. DO YOU USE PICKLES IN YOUR INSTITUTION?
a. yes b. No
6. IF YES, WHAT ARE THE FLAVOURS YOU USE IN YOUR INSTITUTION?
a. MIXED b. GREEN CHILLI c. MANGO d. TOMATO e.GINGER
f. LIME g. GARLIC h.. SWEET LIME i. DELA j. SRC
k. KHATTA MEETH l.SWEET MANGO m.MASHROOM n.AMLA o. ANY OTHER
p. OTHERS, SPECIFY _ _ _ _ _ _ _ _ _ _ _
7. WHAT IS YOUR PICKLE PURCHASING POINT?
a. RETAILER SHOP b. DISTRIBUTOR
8. HOW FAR IS THE PLACE OF THE RETAILER SHOP OR THE DISTRIBUTOR SHOP?
Ans: _______________________ _______________________________________________________

24. 24
9. WHAT IS THE FLAVOUR OF THE PICKLE YOUR CONSUMERS PREFER MOST? RANK IT
RANK
S.No. FLAVOUR OF PICKLE 1 2 3 4 5 6 7 8 9 10 11 12 13 15
1. Mango
2. Mixed
3. Garlic
4. GreenChilli
5. Khatta Meetha
6. Tangy Lime
7. StuffedRed Chilli
8. SweetLime
9. Amla
10. Karela
11. Dela
12. SweetMango
13. Lime
14. OnionPickle
15. Any Other
10. WHAT ARE THE REASONS FOR RANKING THAT PICKLE AS No. 1 , IS THERE ANY REASONS?
Ans:
__________________________________________________________________________________________________________________
__________________________________________________________________________________________________________________
______________________________
11. WHAT IS THE TOTAL QUANTITY OF PICKLES YOU PURCHASE FOR ONE MONTH?

25. 25
Ans: ____________________________________________________________
12. DO YOU PURCHASE HOME MADE PICKLES?
a. YES b. NO
13. IF YES, HOW MUCH QUANTITY YOU PURCHASE AS HOME MADE PICKLES?
Ans: ____________________________________________________________
14. WHICH BRAND YOU PREFER?
a. NILONS b. MOTHER c. TOPS d. OTHERS (PLEASE SPECIFY)
15. WHY YPU PREFER THAT BRAND, GIVE REASONS?
Ans: __________________________________________________________________________________
16. WHETHER YOU PREFER THE BOTTLES OR THE TINS? WHY?
Ans: __________________________________________________________________________________
17. WHETHER THE PRICE FOR YOU IS WORTH FUL TO YOU? GIVE REASONS
Ans: __________________________________________________________________________________
18. IF A NEW BRAND PICKLE WITH ALL FLAVOURS ENTERS INTO THE MARKET, YOU PREFER IT?
a. YES b. NO
19. IF YES, WHAT ARE THE ATTRIBUTES YOU WANT IN THE PICKLE? IF NO, WHY?
Ans: ______________________________________________________________________________________
20. FROM WHERE DID YOU GET THE INFORMATION REGARDING PICKLE/ WHO INFLUNCES YOUR PURCHASE DECISION?
a. T.V. b. NEWSPAPER c. CINEMA d. RADIO e.HOARDINGS
f. ADVERTISEMENTS ON BUS g. PAMPHLETS h. WALL PAINTING i. WORD OF MOUTH
j. AGENTS k. SALES MAN l. ANY OTHER (PLEASE SPECIFY)
PARTM: DATA ANALYSIS PLAN FOR INSTITUTIONAL BUYER:
To know about the different flavors of pickles used in the institution
To know the purchasing point for the institutional buyer
To know about the preference of the consumers for different flavors of pickle.
To know the reasons why the consumers prefer that pickle most

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To know whether he prefers the home made pickle or the readymade pickles
To know the proportion of homemade pickles and the readymade pickles
To know the brand of the pickle he prefers
To know about the different attributes they want in new branded pickle
To know about the information sources to him about the different types of pickle
Budgeting
Current Sales of Pickle in CB- 659799
Current Sales of Pickle in Rs.- 46.18 Cr
Budget required for brand development- 6% of total current sales

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Budget in Rs.- 2.78
Budgets Required:
A. PROMOTION (ATL +BTL)
ATL:
TV Campaign
1. Objective: To create brand awarenessforIDPamongstconsumersatall Indialevel bynew Adcommercial.
Total InvestmentBudgeted 14000000
Total Mediabudget 14000000
FocusMarkets A+B+C+D
(forshow/channelselection)
Total AirWeeks
StartingMonth OCT-16
TVC Run 20, 10 sec
Press Ads:
Objective: To create brandawarenessthroughpressinprioritymarkets
Total PressBudget Rs. 1000000
FocusMarkets A+B

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BTL: -
Objective: To getmaximumnumberof touchpointswiththe consumers.
Thiswill facilitatethe same andgenerate consumerinterestandconsumer trials.
Cluster C. Direct Contact Program – Sampling(in Prioritystates)
 Home to Home Sampling – in SelectCities; BudgetAllocation:- Rs. 104,400/-
ClusterB+C . Dealer Boards – Outdoor (inPriority States)
 Brand visibility through dealer boards – Starting with Priority towns.
B4. Retail POP
Objective: Generating highlevel of BrandVisibilityatthe retail level
Total Investment Budgeted Rs 635,449
POP: 100000 Danglers - (Rs. 300000)
 Total 100000 Danglersto each RS @ Rs 3/ Danglers.
 Geography: All India
POP Form II: 11182 Banners: - Rs. 335449/-
 11182 Bannerstoeach RS @ Rs 30/ Banners
 Geography: All India
Budget Required
Total Budgeted Amount 1632000
Focus Markets B+C
Total No. of Boards 2000
1 Board Size 8X3=24
Per Sqr Fit @34 34X24=816
816X2000

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ATL Spend
TV Ad 14000000
Newspaper Ad 1000000
Total ATL 15000000
BTL Spend
Consumer offer in 200&400@72 Per CB 6,567,708
Boards no.@34@8x3-2000 1632000
Sampling & Trails 104,400
Launch & Road show 1,000,000
ASM Budget in 1kg@5Rs/CB 1,551,643
ASM Budget in 5kg@10Rs/CB 308,799
Pickle Junction & Display 1,000,000
POP 635,449
Total BTL 12,800,000
Total budget required ATL+BTL 27,800,000

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