mother's recipe and haldiram's pickles brand exploratory

8/3/2019 Mother's Recipe and Haldiram's PIckles Brand Exploratory

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PICKLE BRANDAUDITING AND

STRENGTHENING


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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.


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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 manymore.


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Logo of Mothers Recipe

Their slogan is " Discover the taste ofTradition".

They have sourced the finesttraditional recipe across India bringthe best to the customers.


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Stuffed Red Chilli

Pickle

Gujarati Methia

Pickle


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Punjabi Mango

Pickle

Andhra Gongura

Pickle


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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 andHaldirams.


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Mothers recipe pickles come in a variety of

packaging styles.

For example, we get simple mango

pickle,vadu mango pickle, Punjabi mangopickle, simple lime pickle, simple chilli

pickle, lime and chilli pickle and many more

in 300 grams.

In 400 grams we get, Simple, Punjabi andMaharashtra mango pickle, simple and Kerala

lime pickle, simple mixed pickle and Punjabi

Panchranga.


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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.


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Prices of Mothers recipe pickles are

reasonable which gives it an edge in

competition in the market.

Next slide summarizes price of some popularpickle available in the market.


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Pickles Prices (Rs.)

Mango Thokku(200 gms) 29

Green Chilli (200 gms) 32

Andhra Tomato Pickle (200

gms)

32

Lime Chilli Pickle (200gms) 29

Lime Pickle (200 gms) 28

Kerala Vadu Mango (300gms) 52

Garlic Pickle (200 gms) 55


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Haldirams has been providing Perfect

Taste and Quality in the Bestof Packaging to thecustomers since long time.

It manufactures wide variety of products ranging

from dry fuits to papad,pickles, sweets, namkeen

and many more


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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.


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Haldirams is well known for keeping up with its

slogan Haldirams: Taste mein naya twist by

introducing wide variety of products.


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Green chilli pickle Lime pickle


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Mango pickle Mix pickle


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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.


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Pickles Prices (Rs.)

Lime (400gms) 55

Mango (1kg) 80

Green chilli (400 gms) 75

Mixed (1kg) 80

Mixed (400 gms) 55


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Suppliers and distributors Of Haldirams

Products are spread across country.

Some of the suppliers of Haldirams Picklesare Haldirams Bhujiawala Ltd. In Kolkata, Sri

Vinayak Distributors and Sri Sairam

Enterprises in Bangalore and many more.


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Other brands pose a competition for Haldirams

mainly because of less variety of pickles. Its major

competitors are Bedekar, Priya, Mothers Recipe andAshoka Pickles.


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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 andHaldirams.


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Primary data was obtained through self-

administered questionnaires. 20 respondents whoconsumed pickles were interviewed.

This research is conducted in two phases.

First phase- The report is based on the results of awide survey, that is, personal interview with the aidof printed questionnaires.

Second phase- For the two selected brands-Mothers Recipe and Haldirams separatequestionnaires have been designed.


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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?


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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 Trays3. Bags

4. Cans

5. OthersAre you willing to change your brand? If yes,

then which brand would you like to switch over

to?


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Generally students bought pickles in 250 gms jars.

At homes pickle was purchased once in 2 monthsabout the size between 300-400 gms.

Satisfaction level-

Mothers recipe - highly satisfied

Haldirams - fairly satisfied

Others fairly satisfied to satisfied


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What are first 5 words which come into your mind

when you think of the brand.

Can you recall the slogan for the brand? What wouldyou say is its mission? What are the key messages? Are

these consistent across all channels and media?

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).


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The names which commonly strike the customers mind

in regard to the brand are tasty, yummy, ethnic,traditional, homemade alike

The customers have been consistently using the brandsince last 6-7 yrs which shows their strong brand

loyalty.

Homemade like taste and high quality streak makes itunique brand.


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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%.

Suggestion found through survey was that customers

now demand the brand to introduce some modern

flavours and less oil pickles which can be consumedas diet pickles also.


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Brand Image

Yes

No


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The names which commonly strike the customers

mind in regard to the brand are tasty, yummy,

unique, different, trustworthy

The customers have been consistently using the

brand since last 2-3 yrs.

The most liked pickle flavours are mango and

mixed.

Need for brand to create strong image in pickle

market and introduce more exotic flavours.


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Strengthening the brand Haldiram

High growth potential

Demand is for introducing exotic flavours

Expanding their product range andintroducing new flavours

Adding more variety in mango flavour

because it is rated the most popular flavour

Same strategy applied to the lime and chilliflavours


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Increasing the range of sizes in which pickles

are available

Emphasize more on their unique taste

Addition of range of herbs pickle, addflavours like Corainder, Pudhina, Curry etc.

Promote more their pickles in their exclusive

retail outlets


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Thank You..

mother's recipe and haldiram's pickles brand exploratory

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