Market Research of Kitchen Xpress Spices for urban and rural consumers

Rinnie George

12BSP1742

Flow of presentation

MSL India

Advertising Agency

Hierarchy of MSL India

Clients of MSL India

Kitchen Xpress Oversees Ltd.

Research objective

Products of KXOL

SWOT Analysis

Porter five forces analysis

Research methodology

MSL IndiaEstablished in 1999

Earlier known as Hanmer and Partners

Part of Publicis Groupe(world’s third largest advertising holding companies)

In 2008 merged with MSL Group

MSL India comprises of Creative + and 20:20 MSL

Advertising agency

Departments of an ad agency:

Creative Department

Client Services

Media Department

Production Department

Hierarchy of MSL India

CEO

Vice President

Associate Account Director

Account Manager

Senior Account Executive

Account Service

Executive

Senior Copy Writer

Copy Writer

Junior Copy Writer

Senior Art Director

Senior Visualizer

Visualizer

Senior Graphic Designer

Senior production Manager

Production Assistant

Clients of MSL India

Kitchen Xpress Oversees Ltd. (KXOL)

Earlier was a part of RamdevKnown as Ramdev ExportsIn the year 2002 it separated from Ramdev- Swad MasalaChanged its name to Kitchen Xpress in 2006Owned by Mr. Chirag PatelGaurang Trivedi- General Manager(Marketing)Nikhil Pandya-Marketing Manager

Research Objective

• To find out the customers’ perception between packed spices and loose spices

• To find out the best medium of advertising to gain customer attention

• To find out why customers prefer loose spices instead of packed ones

• Top of the mind recall of customers when it comes to branded spices

Products of KXOL

Basic spices:

Chili Powder

Turmeric Powder

Coriander Powder

Coriander Cumin Powder

Blended Spices:

Garam Masala

Sambhar Masala

Pav Bhaji Masala

Pani Puri Masala

Chaat Masala

Threats:1) Big players like Ramdev, Everest pose a threat.2) Local brands such as Siddhi Masala, Pistol etc.

SWOT Analysis of KXOL

Porter Five Forces Analysis

Intensity of competitive

rivalry

Threat of new entrants

Bargaining power of buyers

Bargaining power of suppliers

Threat of substitute products

Research Methodology

Questionnaire Preparation

Sampling and data collection

Data Analysis

Buyers of spices

71%

14%

13%3% Me

Mother

Husband

Other

Percentage of packed and loose spice users

30%

70%

Packed SpicesLoose Spices

Reason for using packed spices

29%

4%

40%

10%

10% 6%

Taste Color Consistent QualityPackaging Assured Quantity Other

Usage time period

17%

15%

42%

26%

1 month- 6 months 6 months- 1 year1year- 3 years 3 years- 5 years

Most effective medium of communication

33%

3%27%

28%

7% 2%

TelevisionRadioNewspaperRetailerHoardingOther

Place of purchasing spices

37%

16%

41%

6%

Local Provision StoreSupermarketWholesalersSeasonal Tents

Most preferred quantity

24%

14%

42%

19%

100gms-500gms500gms-1kg1kg-3kgs3kgs-5kgs

Adulteration in packed spices

18%

37%

45%

YesNoCant Say

Problems with loose spices

11%

21%

61%

7%

Bad tasteWorms in spicesChange in colorOther

Viewers of kitchen Xpress ads

33%

67%

YesNo

Findings

Ramdev has very deep penetration in the customers mind

Customers not aware about the defects in loose spices

Men form a very large percentage of spice buyers

Stores keeping expired packs of spices

Limitations of the research study

Respondents not cooperative

Only Ahmedabad area is covered

Language barrier

Secondary data may contain error

Human error

Recommendations

More focus on below the line activities

Brand name must be written in Gujarati language as well

Message must be made clear in TVC

Increase the number of TVC

Make KXOL available in provision stores

Set up Kiosks in malls

Social Media Marketing

Arrange contests for radio listeners

Sources of information

http://india.mslgroup.com/

http://en.wikipedia.org/wiki/Publicis

http://www.kxol.in/domestic.html

http://www.kxol.in/facilities.html

http://en.wikipedia.org/wiki/Mahashian_Di_Hatti

http://www.gandhispices.com/corporate-info-the-company.htm

http://www.jalarammasala.com/profile.php

http://shasthasystemsandsolutions.com/shasthaonlinegrocery/index.php?route=product/product&product_id=455

http://www.census2011.co.in/census/district/188-ahmadabad.html

http://theglobaljournals.com/paripex/file.php?val=NjEw

http://www.business-standard.com/article/markets/food-safety-issues-worry-indian-spice-industry-112021100069_1.html

http://www.business-standard.com/article/markets/coriander-up-more-than-1-on-rising-demand-113042900296_1.html

THANK YOU