BEDEKAR’S PICKLESBEDEKAR’S PICKLES
99 yrs of success.
Started with trading in spices.
One of India’s leading “ethnic food brands”.
Synonymous with pickles.
An overview…An overview…
Current operations.
Exports.
HACCP. & ISO22000 certification.
Codex norms. (W.T.O. norms).
Regulating bodies.
Products…Products…
Lime pickles
Mixed pickles
Mango pickles
Green chilly pickles
Avakkai mango pickles
Lime-chilly pickles
Products cont…Products cont…
Mango-chilly pickles
Lime (sweet) pickles
Mango (sweet) pickles
Vadu mango pickles
Globalization…why???Globalization…why???
Profit maximization
Global presence
Expansion & diversification
Achieve economies of scale
Competitive advantage
Potential markets…Potential markets…
•Mauritius.
•U.A.E.
•Canada.
•U.K.
•U.S.A.
U.S.A. U.S.A. U.K. U.K.
1 US$ ≈ 48.69INR.
Indians 2nd largest Asian group.
Indian cuisine.
Western region.
1₤ ≈ 63.19INR.
4.37% population of U.K. is “Asian”… source- UK National Census .
Indian culture.
Northern India.
15% of the total sales-revenue, comes from exports……of which10% is generated from U.S.A alone.
5%
0
10
20
30
40
50
60
70
80
90
100
1992 1994 1996 1998 2000 2002 2004*
Mill
ion
Lbs
0%
10%
20%
30%
40%
50%
60%S
hare of Total Imports
Canada
India
Mexico
U.S. Pickle Imports
*From January to September, 2004 Source:STAT-USA, 2004
PICKLE EXPORTS 2007
SOURCE- APEDA
Analysis.Analysis.
Political. : restriction on visas stable government
Socio-cultural: Americans adapt quickly consumer prefers time and quality
Economical. : trade relations. economic dialogue work force will be readily available
S.W.O.T. analysisS.W.O.T. analysisSTRENGTH:•Goodwill
•Quality
•Networks
WEAKNESS:•Limited dominance in India
•Limited product line
OPPURTUNITIESThe increasing Indian restaurants.
Rapid growth of Asians-Indians.
THREATSSubstitutes
Entry of rivals
Changing tastes & preferences
Launch Strategy Launch Strategy
When???
Why???
How???
TransportationTransportation
Marketing MixMarketing Mix
Product Price
Promotion Place
Products Products
Lime pickles
Mixed pickles
Mango pickles
Green chilly pickles
Avakkai mango pickles
Lime-chilly pickles
Mango-chilly pickles
Levels of product.Levels of product.
Core product
Actual product
Augmented product
Packaging.Packaging.
Glass bottles
One-time-use sachet
No pouches
“A product of India”
Labels
PlacePlaceRetail chains
Distribution channels.
E-Commerce.
Price Price Early Discounts & schemes.
Rebates & coupons.
Market Penetration strategy
Psychological strategy
Bundles.
Different places, different prices
Price in states like N.J., N.Y, Florida, etc
Exception : California, Illinois.
Prices of competitors.Prices of competitors.
Patak : $2.99 (298 gms)
Swad : $1.99(340 gms)
Ruchi: $2.29(300gms)
Pachranga:2.49(800 gms)
Our prices1 bottle : $1.992 bottles: $2.993bottles: $3.99
Promotion Promotion
Food fairs.
Indian news papers.
Indian channels.
Community/Social gatherings.
Joint promotional campaigns.
Indian restaurants.
Product & promotion Product & promotion strategiesstrategies
CompetitorsCompetitorsADF Foods ltd.
Swad .
Patak.
Pachranga.
Ashoka.
Pravin.
Category A
Category B
Strategies adopted.Strategies adopted.
Sponsored research.
Joint venture with gherkins manufacturing company.
Tie-ups with pizzerias, burger & sandwich joints.
Brand Obama.
Website/ E-commerce.
Popeye’s Spinach flavor
Next stop- CANADA, U.K.
Start with a new product line in non-vegetarian pickles.
Capitalize on weaknesses and threats.
Explore the food-processing sector.
Globalization comes with opportunities… …efficients makes things happen,
Others just see things happening!!!
Presented by…Presented by…
MUKUND 18
ROHIT 34
ARPAN 45
NEEL 27
Special thanks to…Special thanks to…
Microsoft corporation for power-point software
Mr Ajit bedekar- proprietor of V.P.BEDEKAR & SONS
APEDA
Google.com
Wikipedia
………………and many more…cant think of all
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