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Gagan Jain

This document provides an index and details for starting a pickle business called Nalapaka pickles. It discusses the history of pickling, reasons for selecting this product, competitors, licenses needed, the product range, name and features. It also outlines the packaging, pricing, promotion strategies, distribution channels, transportation, and includes a social message about malnutrition in India. The overall document presents a business plan for a new pickle company.

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1 | page INDEX 1. Introduction 2. History 3. Reasons for selecting this project 4. The five competitors 5. Permissions and licenses 6. Unique selling proposition of competitors 7. Range of my product 8. Name of the product 9. Features of Nalapaka pickles 10. Label of Nalapaka pickles 11. Logo of Nalapaka pickles 12. Tagline 13. Selling prices of competitors 14. Profit margin of competitors 15. Packing 16. Warehousing 17. Selling prices 18. Promotion 19. Unique selling proposition 20. Distribution channel 21. Transportation 22. Social message 23. Cost effective plans for the product 24. Cost effective plans for the promotion plan
2 | page History Pickles are an important part of the south Indian meal. It induces a different taste into the entire meal and is loved by almost every person. It is also used all over the world in varied form and flavors. Pickling began 4,000 years ago using cucumbers native to India. This was used as a way to preserve food for out of season use and for long journeys. Salt Park and salt beef were common staples for sailors before the days of steam engines. Although the process was invented to preserve foods, pickles are also made and eaten because people enjoy the resulting flavor. Pickling may also improve the nutritional value of food by introducing vitamins produced by Bactria. The term pickle is derived from the Dutch word pekel which means brine. In U.S and Canada, pickle, almost means pickled cucumbers except when it is used figuratively.
3 | page Reasons for selecting this product Pickles are widely known and are used more or less as household item making it an essential in the south Indian meal and people love it. The sales of pickle can be made huge as it is in Fast Moving Consumer Goods (FMCG) product in the current south Indian market. Pickles have a wide variety in its flavors which provides us a large range of products to be sold depending upon the tastes of the individuals. All pickles have a similar manufacturing process, which reduces my cost on the equipment and building. Also, pickle is my favorite part of the meal.
4 | page Five competitive brands Mother’s recipe
5 | page Priya pickles
6 | page MTR pickles
7 | page Ruchi pickles
8 | page Anjali pickles
9 | page Permissions and licenses The food safety and standards regulations, 2011 govern the aspect of license and registration of a food business operator. All food business operators, according to regulation 2.1 of licenses and regulations act, should be licensed. Hence no business shall commence without it. Food business operators should also register under employee’s provident funds and miscellaneous provisions act, 1952, it is important for us as we are engaging more than 20 employees.
10 | page Unique selling proposition of the competitors prepared to delight, all taste good Treasure house of tasty treats galore. Made with traditional recipes, handed down through generations. Authentic, distinct and healthy. Delicious flavors that assures quality. Range of my product
11 | page We have a variety of pickles which are listed below: 1. Mixed pickle 2. Stuffed green chili pickle 3. Tomato pickle 4. Lemon pickle 5. Madras thokku 6. Onion pickle 7. Lime south Indian style pickle 8. Karnataka cut mango pickle 9. Kerala vadu pickle 10. Mango pickle 11. Punjabi pancharanga pickle 12. Green chili pickle 13. Andhra avakaya garlic pickle 14. Andhra tomato pickle 15. Bitter guard pickle 16. Sweet and sour pickle 17. Amla pickle 18. Gujrathi pickle 19. Jackfruit pickle
12 | page Name of the product The product is named as Nalapaka pickles. Long ago during the time of the Mahabharata there lived a king called Nala maharaja in the kingdom of nishadha. He was the son of veerasena. Nala is known for his skill with horses and culinary experience and expertise. He was believed to be the best cook in the entire universe. When the food prepared is delicious, person in south India comment that it is truly Nalapaka, meaning thereby that it is food cooked by Nala maharaja himself. Hence, I have made my pickle brand as Nalapaka to give the feeling to my customers that my pickles are one of the best and most tasty in the entire universe. Features of Nalapaka pickles
13 | page Manufacturing process of Nalapaka pickles in completely eco- friendly. We utilize solar energy for our electricity supply. They are seasoned using electric stoves which makes it eco- friendly and don’t barn the environment. The raw materials used in the manufacturing process is grown in a private form owned by caver food processing through 100% organic techniques which ensures original taste and quality of the pickles. Since the raw materials are organically produced the pickle is healthy. The product is packed in recyclable plastic sachets and battles keeping in mind that the environment is important. Label of Nalapaka pickles
14 | page Logo of Nalapaka pickles
15 | page Tagline The tagline for Nalapaka pickles is ;
16 | page NOT JUST NEARLY A PICKLE ,BUT REALLY A PICKLE The tagline is so because we don’t manufacture nearly a pickle, we manufacture really a pickle. We use the original methods in which pickles are manufactured, that is, not machines but people work to make Nalapaka pickles taste the best and original. Hence, not just nearly a pickle, but really a pickle. Selling price of competitors Brand and weight 100g 200g 300g 400g 500g 1kg
17 | page Mothers recipe 25 45 60 80 100 200 Priya’s pickles 30 55 75 100 125 250 MTR pickles 20 45 65 90 110 260 Ruchi pickles 35 55 80 105 135 270 Anjali pickles 25 35 55 80 110 230 Profit margin of the competitors Brand Mothers Priya’s MTR Ruchi Anjali
18 | page The percentage price margins are arrived to the conclusion by taking the product design and manufacturing cost of Nalapaka pickles. Packing 1. The 5g and 10g sachets are packed in plastic sheets. recipe pickle pickles pickles pickles Producer 16% 16% 16% 16% 16% Wholesaler 34% 34% 34% 34% 34% Retailer 50% 50% 50% 50% 50%
19 | page 2. The 100g, 300g, 500g, and 1kg packs are packed in plastic bottles which can be recycled or reused. 3. The 5g and 10g sachets which can be used during travel. 4. These containersand sachets will be loadedinto cartoon boxes which are then transported to the wholesalers. Warehousing For Nalapaka pickles there will be two warehouses. One warehouse near the manufacturing unit and another one in the farm.
20 | page The warehouse in the farm will be used to store seasonal fruits like mango etc, for future utilization. The warehouse at the manufacturing unit will be used to store the finished products and transport it to different locations. The warehouse in the farm will have a huge refrigeration units which can keep the fruits and vegetables from getting rotten. Selling prices
21 | page Weight Price to wholesaler Price to retailer Price to consumer 5g 1 2 3 10g 3 4 5 100g 10 13 17 300g 45 55 75 500g 90 100 120 1000g 150 190 250 Promotion The five ways will promote Nalapaka pickles : 1. Sales promotion 2. Advertising 3. Event promotion 4. Direct selling
22 | page 5. Social media marketing Sales promotion: It is the benefit given to the customer with the same price for shooting up the sales of any given commodity. Nalapaka pickles will have an introducing offer of 20% extra in sachets. In bottled pickles the consumers will get 10g sachet free of a different flavor. Advertising: Nalapaka pickles will be advertised through various mass media like television advertisements, radio, magazines, newspaper, etc. Event promotion: Nalapaka pickles will exhibit its product range in various events related to the food industry. Also Nalapaka pickles will sponsor such events once a year.
23 | page Direct selling: Nalapaka pickles will be sold door to door by designated sales personnel. This will support our objective to make Nalapaka pickles a household brand. Social media marketing: Nalapaka pickles will also be promoted in one of the most cost effective marketing, i.e. social media marketing. Through social media marketing we will reach a large number of people with very less cost. Various social media platforms include Facebook, Twitter, linked in, Google and YouTube. Unique selling proposition The U.S.P of Nalapaka pickles is the fact that the product is manufactured organically.
24 | page All the raw materials are graven organically in a private form with organic methods which ensure quality and originality of the goods. This intern affects the taste of the finished pickle, making it better. Distribution channel Producer Wholesaler
25 | page Retailer Consumers The channel used by Nalapaka pickles is two level distribution channel. Reasons: 1. Pickle is a consumer good and the two level distribution channel is mostly used in the case of consumer goods. 2. It is most cost effective. 3. It covers a large market. Transportation To ensure that the cost of transportation is controlled and can easily monitored, the transportation will be the firm itself.
26 | page The firm owns piaggio apc trucks which can be used for transport of finished goods from the warehouse to the wholesaler’s warehouse. These trucks can carry a large amount of load and also perform equally. They can travel up to a speed of 55kmph and also give in a mileage of 30kmpl, making it one of the most efficient goods transport vehicle. For transportation of the goods across cities, trucks will be used. The size and capacity of the truck depends upon the quantity of the goods to be transport. The trucks are not owned by the firm and such transportation is outsourced to a local service provider. Social message Malnutrition is a condition that results from eating a diet in which nutrients are not enough such that it causes health problems and sometimes even death.
27 | page Every second child in India suffers from malnutrition and 42.5% Indian children are its victims. These figures are a wakeup call and we must do our utmost at a time when Indian economy is on a strong growth trajectory creating public awareness on the different dimensions of malnutrition is a key requirement and I hope the campaign creates an enabling social environment to not only understand but also take informed collective action. Cost effective plans for the product Nalapaka pickles are manufactured keeping in mind the quality of the pickles while the costs are reduced. Hence, the firm produces the raw materials on its own, ensuring quality of the raw materials while significantly reducing the
28 | page costs by completely mollifying the costs of the agents who generally provide such raw materials. The costs of manufacturing process is also significantly reduced, since we shall utilize very little machinery and more number of people, which will also provide employment to the rural residents, while reducing my costs significantly. Cost effective plans for The promotion plan Sales promotion: Introducing offer will be provided on all flavors of pickles. The free samples given along with larger quantities will be samples of flavors of pickles that are sold less when compared to the other flavors in the product range. Hence, trying to make these un popular flavors popular.
29 | page Advertising: Cost can be reduced for television advertising and newspaper advertising but the other media have constant cost which when reduced also reduces effectiveness. The television advertisements will be short using standard cameras and original locations which reduces my cost on the equipment and studio setup. Instead of running an advertisement on the newspaper it is more cost effective to introduce pamphlets into the newspaper. Event promotion: Event promotion are second most cost effective means of promoting after social media marketing. It helps in generating genuine leads along with branding amongst your extract target audience. Hence, no money is wasted on promoting the brand out of the target audience.
30 | page Social media marketing:it is the most cost effective means of promotion with very effectiveness. Using social media promotion we can filter the people who will view my advertisements or follows us over these platforms. This again ensures that we don’t leave the target market unnecessarily, it also helps in deciding during what time interval my advertisement must run on the platforms. Conclusion From this marketing research I have understood the importance of marketing mix. I have learnt to take the necessary decisions regarding the 4p’s of marketing, i.e. product, place, price and promotion.
31 | page I have learnt the following from the marketing research: 1. Gathering and analyzing market information. 2. How to design a product and the factors abiding it. 3. Branding 4. Pricing the product 5. Distribution 6. Transportation 7. Shortage and warehousing The 4p’s of marketing play a very vital role in any business and negligence of the 4p’s of marketing is impossible in a successful business. Bibliography https://www.priyafoods.com/India/pickles.htm https://www.mothersreciepe.com/product.aspx?id=mq
32 | page https://cavincare.com/ruchi-pickles.html https://www.anjalifoods.in/pickles.html https://www.mtrfoods.in/pickles.html

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  • 1. 1 | page INDEX 1. Introduction 2. History 3. Reasons for selecting this project 4. The five competitors 5. Permissions and licenses 6. Unique selling proposition of competitors 7. Range of my product 8. Name of the product 9. Features of Nalapaka pickles 10. Label of Nalapaka pickles 11. Logo of Nalapaka pickles 12. Tagline 13. Selling prices of competitors 14. Profit margin of competitors 15. Packing 16. Warehousing 17. Selling prices 18. Promotion 19. Unique selling proposition 20. Distribution channel 21. Transportation 22. Social message 23. Cost effective plans for the product 24. Cost effective plans for the promotion plan
  • 2. 2 | page History Pickles are an important part of the south Indian meal. It induces a different taste into the entire meal and is loved by almost every person. It is also used all over the world in varied form and flavors. Pickling began 4,000 years ago using cucumbers native to India. This was used as a way to preserve food for out of season use and for long journeys. Salt Park and salt beef were common staples for sailors before the days of steam engines. Although the process was invented to preserve foods, pickles are also made and eaten because people enjoy the resulting flavor. Pickling may also improve the nutritional value of food by introducing vitamins produced by Bactria. The term pickle is derived from the Dutch word pekel which means brine. In U.S and Canada, pickle, almost means pickled cucumbers except when it is used figuratively.
  • 3. 3 | page Reasons for selecting this product Pickles are widely known and are used more or less as household item making it an essential in the south Indian meal and people love it. The sales of pickle can be made huge as it is in Fast Moving Consumer Goods (FMCG) product in the current south Indian market. Pickles have a wide variety in its flavors which provides us a large range of products to be sold depending upon the tastes of the individuals. All pickles have a similar manufacturing process, which reduces my cost on the equipment and building. Also, pickle is my favorite part of the meal.
  • 4. 4 | page Five competitive brands Mother’s recipe
  • 5. 5 | page Priya pickles
  • 6. 6 | page MTR pickles
  • 7. 7 | page Ruchi pickles
  • 8. 8 | page Anjali pickles
  • 9. 9 | page Permissions and licenses The food safety and standards regulations, 2011 govern the aspect of license and registration of a food business operator. All food business operators, according to regulation 2.1 of licenses and regulations act, should be licensed. Hence no business shall commence without it. Food business operators should also register under employee’s provident funds and miscellaneous provisions act, 1952, it is important for us as we are engaging more than 20 employees.
  • 10. 10 | page Unique selling proposition of the competitors prepared to delight, all taste good Treasure house of tasty treats galore. Made with traditional recipes, handed down through generations. Authentic, distinct and healthy. Delicious flavors that assures quality. Range of my product
  • 11. 11 | page We have a variety of pickles which are listed below: 1. Mixed pickle 2. Stuffed green chili pickle 3. Tomato pickle 4. Lemon pickle 5. Madras thokku 6. Onion pickle 7. Lime south Indian style pickle 8. Karnataka cut mango pickle 9. Kerala vadu pickle 10. Mango pickle 11. Punjabi pancharanga pickle 12. Green chili pickle 13. Andhra avakaya garlic pickle 14. Andhra tomato pickle 15. Bitter guard pickle 16. Sweet and sour pickle 17. Amla pickle 18. Gujrathi pickle 19. Jackfruit pickle
  • 12. 12 | page Name of the product The product is named as Nalapaka pickles. Long ago during the time of the Mahabharata there lived a king called Nala maharaja in the kingdom of nishadha. He was the son of veerasena. Nala is known for his skill with horses and culinary experience and expertise. He was believed to be the best cook in the entire universe. When the food prepared is delicious, person in south India comment that it is truly Nalapaka, meaning thereby that it is food cooked by Nala maharaja himself. Hence, I have made my pickle brand as Nalapaka to give the feeling to my customers that my pickles are one of the best and most tasty in the entire universe. Features of Nalapaka pickles
  • 13. 13 | page Manufacturing process of Nalapaka pickles in completely eco- friendly. We utilize solar energy for our electricity supply. They are seasoned using electric stoves which makes it eco- friendly and don’t barn the environment. The raw materials used in the manufacturing process is grown in a private form owned by caver food processing through 100% organic techniques which ensures original taste and quality of the pickles. Since the raw materials are organically produced the pickle is healthy. The product is packed in recyclable plastic sachets and battles keeping in mind that the environment is important. Label of Nalapaka pickles
  • 14. 14 | page Logo of Nalapaka pickles
  • 15. 15 | page Tagline The tagline for Nalapaka pickles is ;
  • 16. 16 | page NOT JUST NEARLY A PICKLE ,BUT REALLY A PICKLE The tagline is so because we don’t manufacture nearly a pickle, we manufacture really a pickle. We use the original methods in which pickles are manufactured, that is, not machines but people work to make Nalapaka pickles taste the best and original. Hence, not just nearly a pickle, but really a pickle. Selling price of competitors Brand and weight 100g 200g 300g 400g 500g 1kg
  • 17. 17 | page Mothers recipe 25 45 60 80 100 200 Priya’s pickles 30 55 75 100 125 250 MTR pickles 20 45 65 90 110 260 Ruchi pickles 35 55 80 105 135 270 Anjali pickles 25 35 55 80 110 230 Profit margin of the competitors Brand Mothers Priya’s MTR Ruchi Anjali
  • 18. 18 | page The percentage price margins are arrived to the conclusion by taking the product design and manufacturing cost of Nalapaka pickles. Packing 1. The 5g and 10g sachets are packed in plastic sheets. recipe pickle pickles pickles pickles Producer 16% 16% 16% 16% 16% Wholesaler 34% 34% 34% 34% 34% Retailer 50% 50% 50% 50% 50%
  • 19. 19 | page 2. The 100g, 300g, 500g, and 1kg packs are packed in plastic bottles which can be recycled or reused. 3. The 5g and 10g sachets which can be used during travel. 4. These containersand sachets will be loadedinto cartoon boxes which are then transported to the wholesalers. Warehousing For Nalapaka pickles there will be two warehouses. One warehouse near the manufacturing unit and another one in the farm.
  • 20. 20 | page The warehouse in the farm will be used to store seasonal fruits like mango etc, for future utilization. The warehouse at the manufacturing unit will be used to store the finished products and transport it to different locations. The warehouse in the farm will have a huge refrigeration units which can keep the fruits and vegetables from getting rotten. Selling prices
  • 21. 21 | page Weight Price to wholesaler Price to retailer Price to consumer 5g 1 2 3 10g 3 4 5 100g 10 13 17 300g 45 55 75 500g 90 100 120 1000g 150 190 250 Promotion The five ways will promote Nalapaka pickles : 1. Sales promotion 2. Advertising 3. Event promotion 4. Direct selling
  • 22. 22 | page 5. Social media marketing Sales promotion: It is the benefit given to the customer with the same price for shooting up the sales of any given commodity. Nalapaka pickles will have an introducing offer of 20% extra in sachets. In bottled pickles the consumers will get 10g sachet free of a different flavor. Advertising: Nalapaka pickles will be advertised through various mass media like television advertisements, radio, magazines, newspaper, etc. Event promotion: Nalapaka pickles will exhibit its product range in various events related to the food industry. Also Nalapaka pickles will sponsor such events once a year.
  • 23. 23 | page Direct selling: Nalapaka pickles will be sold door to door by designated sales personnel. This will support our objective to make Nalapaka pickles a household brand. Social media marketing: Nalapaka pickles will also be promoted in one of the most cost effective marketing, i.e. social media marketing. Through social media marketing we will reach a large number of people with very less cost. Various social media platforms include Facebook, Twitter, linked in, Google and YouTube. Unique selling proposition The U.S.P of Nalapaka pickles is the fact that the product is manufactured organically.
  • 24. 24 | page All the raw materials are graven organically in a private form with organic methods which ensure quality and originality of the goods. This intern affects the taste of the finished pickle, making it better. Distribution channel Producer Wholesaler
  • 25. 25 | page Retailer Consumers The channel used by Nalapaka pickles is two level distribution channel. Reasons: 1. Pickle is a consumer good and the two level distribution channel is mostly used in the case of consumer goods. 2. It is most cost effective. 3. It covers a large market. Transportation To ensure that the cost of transportation is controlled and can easily monitored, the transportation will be the firm itself.
  • 26. 26 | page The firm owns piaggio apc trucks which can be used for transport of finished goods from the warehouse to the wholesaler’s warehouse. These trucks can carry a large amount of load and also perform equally. They can travel up to a speed of 55kmph and also give in a mileage of 30kmpl, making it one of the most efficient goods transport vehicle. For transportation of the goods across cities, trucks will be used. The size and capacity of the truck depends upon the quantity of the goods to be transport. The trucks are not owned by the firm and such transportation is outsourced to a local service provider. Social message Malnutrition is a condition that results from eating a diet in which nutrients are not enough such that it causes health problems and sometimes even death.
  • 27. 27 | page Every second child in India suffers from malnutrition and 42.5% Indian children are its victims. These figures are a wakeup call and we must do our utmost at a time when Indian economy is on a strong growth trajectory creating public awareness on the different dimensions of malnutrition is a key requirement and I hope the campaign creates an enabling social environment to not only understand but also take informed collective action. Cost effective plans for the product Nalapaka pickles are manufactured keeping in mind the quality of the pickles while the costs are reduced. Hence, the firm produces the raw materials on its own, ensuring quality of the raw materials while significantly reducing the
  • 28. 28 | page costs by completely mollifying the costs of the agents who generally provide such raw materials. The costs of manufacturing process is also significantly reduced, since we shall utilize very little machinery and more number of people, which will also provide employment to the rural residents, while reducing my costs significantly. Cost effective plans for The promotion plan Sales promotion: Introducing offer will be provided on all flavors of pickles. The free samples given along with larger quantities will be samples of flavors of pickles that are sold less when compared to the other flavors in the product range. Hence, trying to make these un popular flavors popular.
  • 29. 29 | page Advertising: Cost can be reduced for television advertising and newspaper advertising but the other media have constant cost which when reduced also reduces effectiveness. The television advertisements will be short using standard cameras and original locations which reduces my cost on the equipment and studio setup. Instead of running an advertisement on the newspaper it is more cost effective to introduce pamphlets into the newspaper. Event promotion: Event promotion are second most cost effective means of promoting after social media marketing. It helps in generating genuine leads along with branding amongst your extract target audience. Hence, no money is wasted on promoting the brand out of the target audience.
  • 30. 30 | page Social media marketing:it is the most cost effective means of promotion with very effectiveness. Using social media promotion we can filter the people who will view my advertisements or follows us over these platforms. This again ensures that we don’t leave the target market unnecessarily, it also helps in deciding during what time interval my advertisement must run on the platforms. Conclusion From this marketing research I have understood the importance of marketing mix. I have learnt to take the necessary decisions regarding the 4p’s of marketing, i.e. product, place, price and promotion.
  • 31. 31 | page I have learnt the following from the marketing research: 1. Gathering and analyzing market information. 2. How to design a product and the factors abiding it. 3. Branding 4. Pricing the product 5. Distribution 6. Transportation 7. Shortage and warehousing The 4p’s of marketing play a very vital role in any business and negligence of the 4p’s of marketing is impossible in a successful business. Bibliography https://www.priyafoods.com/India/pickles.htm https://www.mothersreciepe.com/product.aspx?id=mq