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