Rijal’s NamkeenA PRODUCT BY RIJAL FOOD PRODUCTS

SITUATION ANALYSIS - MARKET SUMMARY• The food industry in Nepal is forever changing to suit their

consumers’ needs and budget• A need for constant adaption by the industry players• Rijal’s Namkeen competes on various factors such as distinct

packaging, product quality, traditional taste and authentic spicy flavour

• Timely introduction of new products and line extension has played a major part in the buying behaviour of consumers as well

COMPETITORSNational:

● Shristi Bhujia Dalmoth Udhyog

● Mahesh Foods

● Nataraj

● Nature's pride

● Shiva Shankar

International:

● Haldiram

● Bikano

● Pran

MARKETING STRATEGIES - MARKETING OBJECTIVES:• Currently holds a market share of 30-35% and aims to

increase by 10% in the next five years with additional promotional activities and reach in new geographical regions

• Improve product awareness through advertising campaigns and other promotional activities such as sponsoring of events on a bigger scale, organising more programs for social welfare

• Gain competitive advantage over its customers by addition of fruit flavours in its namkeen products

FINANCIAL OBJECTIVES

• Current annual sales of NRs. 100 million, and to increase by 15% in the next five years by reaching out to wider market including international markets as well

• To reduce cost of production by atleast 10% with greater economies of scale and introduction of new technologies.

• Increase advertising expenses by 5% by widening its advertising tools

SEGMENTATION Geographical segmentation:

Major hubs of Nepal such as Kathmandu, Birgunj, Pokhara, Biratnagar, Bharatpur, Janakpur, Butwal, Bhairahawa, Dharan, Nepalgunj, Hetauda, Dhangadi, Illam etc.

Behavioural segmentation:

Travelling individuals and family members

Income-wise segmentation:•Lower class - Family income (4 people) of upto NRs. 20,000 per month•Middle class - Family income of NRs. 20,000 to NRs. 80,000 per month•Upper middle class - Family income of NRs. 80,000 - NRs. 2,00,000 per month•Upper class - Family income of NRs. 2,00,000 and above

Gender-wise segmentation:

•Male and Female

TARGET MARKET•Major areas of Nepal- Kathmandu, Pokhara, Birgunj, Bharatpur and Butwal where the markets are easily accessible

•Middle class people with a monthly income of NRs. 15,000 to NRs. 80,000

•The small packets of 100 gms to 400 gms are for travellers or working people of lower to middle level who like to have something while they are free.

•Large packets of 700 gms and 1 kg are targeted towards family (nuclear or joint), especially housewives who have a major role in purchasing such items for the family.

MARKETING MIX - Product• Varieties of product under the brand name Rijal’s

Namkeen• Products are made with selected raw materials

that are found locally and others are imported• Packaged in such a way that the food is fresh and

hygienic• Different sizes : 100 gms to 1 kg• Produced using high tech machineries

MARKETING MIX - Pricing

• Competitive price to penetrate the market• Price varies as per the type of namkeens and

types of raw materials used• Competitor’s pricing are considered• Retailer has profit of 10-15%, wholesalers of 7-8%

and dealers of 5%

MARKETING MIX - Place• Available in the major hubs of Nepal• Manufacturing takes place in Chitwan• They have their own delivery truck• Dealers 》Wholesalers 》 Retailers 》 Customers• Product lead time is maximum of 3 days• Some distributors are provided with small packets

whereas some are provided with large packets• Warehouse is maintained as per the batch

production. The company uses LIFO Method for its dispatch.

MARKETING MIX - Promotion • Marketing on Social media such as Facebook & Instagram• Focuses on CSR• Stalls are kept in fairs• Dealers are given with extra commission of 3% of their total

sales at the end of fiscal year• Wholesalers are given different gifts • Display racks are given to retail outlets• Sponsor in different events that are organized locally• Annual event for distributors and retailers

Promotional Activities

Promotional Activities

Promotional Activities

FINANCE AND BUDGET

FINANCE AND BUDGET

CONCLUSION

• There is a great opportunity for Rijal’s Namkeen to grow bigger on a national and international level.

• They should aim at constructing a comprehensive media mix. It could:• Venture into corporate tie-ups at its various outlets.• Set up mini outlets inside the multinational office

complexes.• Conduct road shows on various campuses nation wide.

• Interactive communication should be given a high priority.• Concentrate on its branding activities• Adapting to changing customer taste

Thank you!