PROJECT REPORT ON GLOBAL MARKETING

STRATEGY
PRODUCT: PICKLES
COMPANY: Shuddh Pickles, a taste of purity.
OVERVIEW OF PICKLE INDUSTRY IN INDIA:
Pickles are the traditional specialties product of India and has
gained an important position in the Indian cuisine.
They are eaten along with main course and provide tempting
tastes.
Pickles are prepared from Fruits and Vegetables and they
supplement the food with vitamins and minerals.
There are many types of pickles available in India like Chilly
Pickles, Mix Pickles, Lemon Pickles, Carrot Pickles, Cucumber
Pickles, Mango Pickles etc.
Indias Export of Pickles was Rs. 250.62 Crores in 2007-08.
The major market for Indian Pickles are U.A.E, Russia, U.S.A,
Belgium, Netherlands and France.

Index
TOPICS

SR
NO.

1
2
3

INTRODUCTION

4
5

NEED TO GO GLOBAL

WHY UAE?

7
8

PRODUCTS IN UAE

HISTORY & OVERVIEW OF THE COMPANY

STRATEGIES ADOPTED IN INDIA

WHICH COUNTRY?

PAGE
NO.
2
2
2&
3
3
3&
4
4
5
5&

A REPORT ON PICKLE PRODUCTS

6&

LEVELS OF PRODUCT

7
10

TRANSPORTATION

11
12
13
14

MARKETING MIX (4 PS)

PROMOTION

7
8
9
10

15

FUTURE PLANS

11

PACKAGING
PRICING

INTRODUCTION, HISTORY & OVERVIEW OF THE COMPANY

NATURAL PICKLES PVT. LTD. WAS INCORPORATED ON MAY 15TH 2012 & IN
RECENT YEARS HAD ACHIEVED TREMENDOUS SUCCESS IN INDIA.
DUE TO IMMENSE COMPETITION THE COMPANY WAS ABLE TO TAKE
QUICK DECISIONS & CHANGE ITS STRATEGIES IN THE COMPETITIVE
MARKET.
EVENTUALLY THE GOODWILL OF THE COMPANY REACHES HEIGHTS & THE
BOARD OF DIRECTORS ARE TRYING TO EXPAND ITS OPERATIONS.
A NEW SUBSIDIARY COMPANY BOARD CONSISTING OF 4 BOARD MEMBERS
FROM THE SAME INDUSTRY WERE APPOINTED.
THE NEW BOARD SUGGESTED A CHANGE IN NAME WHICH WAS
EVENTUALLY AGREED BY THE SHAREHOLDERS & THE COMPANY LAW
APPROVED OF IT.
THE DETERMINATION & HARD WORK PUT IN BY THE EMPLOYEES OF THE
COMPANY PAID OFF & SHUDDH PICKLES PVT. LTD. NOW HAVE
MANUFACTURING UNITS IN ALL THE ZONES VIZ NORTH, EAST, WEST,
SOUTH.
THE COMPANY RETAINED ITS BASE IN DELHI.

STRATEGIES ADOPTED IN INDIA

THE PRINT MEDIA & THE DIGITAL MEDIA HELPED US IN ACHIEVING THE
REQUIRED ATTENTION LIKE THE NEWS OF OUR SUBSIDIARY COMPANY IN
THE NEWSPAPER & TELEVISION CHANNELS.
THE BILLBOARDS ON THE DTC BUSES IN DELHI, POSTERS IN THE DELHI
METRO & ON THE MEDIA SERVICE IN INTERNET HELPED US SET OUR
IMAGE IN THE MINDS OF THE PEOPLE.

NEED TO GO GLOBAL
IS GLOBALIZATION REALLY NECESSARY?
YES, GLOBALIZATION IS NECESSARY FOR THE FOLLOWING REASONS:
1: PROFIT MAXIMIZATION: THE MAIN MOTO OF A BUSINESS IS TO
ACHIEVE PROFITS. IF WE ENTER INTO A WIDER MARKET THE CHANCES OF
INCREASE SALES RESULTS IN PROFIT INCREASES & WHAT GREAT
OPPORTUNITY TO ENTER THE FOREIGN MARKET AFTER THE SUCCESS OF
YOUR PRODUCT IN INDIA.
2: STAGNANT OR SHRINKING DOMESTIC MARKETS: THE PICKLE
INDUSTRY IN INDIA HAS GROWN VERY RAPIDLY IN RECENT TIMES. A LOT
OF MANUFACTURERS HAVE COME INTO EXISTENCE WHICH HAS SHRINKED
THE MARKET FOR PICKLES IN INDIA. AS THE SCOPE IS HUGE WE HAVE
OPTED TO GO GLOBAL.
3: FOREIGN REVENUE: GLOBALIZATION IS NECESSARY TO EARN
FOREIGN EXCHANGE CURRENCY FOR THE COUNTRY AS IT IS OUR DUTY TO
EARN FOR OUR COUNTRY. THIS WILL HELP US TO ACHIEVE ECONOMIES OF
SCALE.
4: REDUCE DEPENDENCY ON SINGLE MARKET : AS MENTIONED
ABOVE, THE COMPETITORS ARE INCREASING DAY BY DAY IN INDIA. SO TO
REDUCE THE DEPENDENCY ON A SINGLE MARKET WE PLAN TO GO
GLOBAL IN SEARCH OF A MUCH BIGGER MARKET & LESS COMPETITION.
5: NON-AVAILABILITY OF INDIAN PICKLES IN FOREIGN MARKETS :
AS INDIANS ARE FAMOUS FOR THEIR SPICES, THERE IS HUGE DEMAND OF
SPICY FOOD IN FOREIGN MARKETS. OUR PICKLES HELPS TO CATER THE
NEEDS OF FOREIGNERS AND NRIS SETTLED ABROAD.

WHICH COUNTRY?
IT IS THE FIRST TIME FOR SHUDDH PICKLES TO GO OVERSEAS.
AFTER MARKET RESEARCH IN MANY DIFFERENT COUNTRIES WE DECIDES
TO GO UNITED ARAB EMIRATES (UAE).
The United Arab Emirates (UAE) is a situated in the southeast of the
Arabian Peninsula in Southwest Asia on the Persian Gulf, bordering Oman
and Saudi Arabia. The seven states, termed emirates, are Abu Dhabi,
Ajman, Dubai, Fujairah, Ras al-Khaimah, Sharjah and Umm al-Quwain.

The UAE, rich in oil and natural gas, has become highly prosperous after
gaining foreign direct investment funding in the 1970s.
The country has a relatively high Human Development Index for the Asian
continent, ranking 31st globally, and had a GDP purchasing power parity
of $200.5 billion in 2009 according to the IMF.
THE POPULATION OF THE COUNTRY IS 4,621,399.
THE CURRENCY IN UAE IS DIRHAMS (1 DIRHAM = 13 INR).
WE WILL BE TARGETING 3 OF THE 7 EMIRATES I.E. ABU DHABI,DUBAI &
SHARJAH AS OUR FIRST TARGET AUDIENCE IS INDIANS & THESE THREE
EMIRATES CONSTITUTE A HIGHER PERCENTAGE OF INDIANS.

WHY UAE?
Indians in the United Arab Emirates (UAE) constitute a large part of
population of the country.
Over a million Indian migrants are estimated to be living in the UAE
(2014), who form over 40% of the total population of the UAE.
A majority of Indians live in the three largest cities of the UAE Dubai,
Abu Dhabi and Sharjah.
Indian contact with the emirates that now constitute the UAE dates back
several centuries, as a result of trade and commerce between the
emirates and India.
More recently, the UAE has experienced a tremendous increase in the
population of Indians who, having migrated to the country as a result of
opportunities in petroleum, construction and other industries, far
outnumber the population of local Emiratis.
While most Indian migrants support the manufacturing and transport
industries, a sizable minority of migrants are involved in professional
services and entrepreneurship.
Relations between India and the UAE have traditionally been friendly,
though recent incidents relating to the treatment of the Indian migrant
labor force by companies in the UAE have been the source of friction
between the two nations.
Also UAE is the hub for exports in the gulf so it will be easier for us in the
future to export in gulf countries.

PICKLES SUPPLIED IN UAE

TRADITIONA
L
Mango
Lemon
Mix
vegetable
Green chilli

EXOTIC
RECIPIES
Pickled
potatoes
Pickled
mushrooms
Pickled soya
chaap

JASHN SPECIALITIES

DIET
PICKLES

Cheese dips

Soya pickles

Sweet lemon pickles

Amla pickles

Strawberry Pickles

Carrot
pickles

Olives pickles

AN ARTICLE ON PICKLES
A report by DELHI GOVERNMENT stated that during the year 2010-11,
total production of pickles was 19645.16 metric tones and in 2012-13 the
country earned Rs 254.16 lakh through exports. The exports could be
doubled if provided efforts were made to organize the pickle industry.
However, by using little care and simple technology, pickles can be
prepared and preserved for a long period, the report suggested.

The finer aspects of pickle making can boosting export of this delicacy
from India.

In order to overcome bitter taste of pickles the report pointed out that
spices should not be cooked for a long time and a low concentration of

vinegar should be used. Strict hygienic practice and iron utensils be never
used.

The scum formation in pickles occurs when mild yeast gains entry into the
pickles. The problem can be overcome by adding acetic acid.

Regarding cloudiness in pickles, the report said this can be seen that
whole fruits or vegetables are the material for pickle making. It can be
checked by using small and thin textured material for pickle making.

Blemishes in pickles can be seen in case of onion pickles and is due to

some kind of fermentation. Such defect can be prevented by using fresh
vinegar at the time of curing. Good quality oil and spices should be used
for getting best flavor in pickles.

TRANSPORTATION
IT IS SAID THAT ONE OF THE MAJOR LOGISTICAL BARRIER IS THE
TRANSPORTATION.IN THE CASE OF SHUDDH PICKLES EXPORTING TO UAE
IS EASY AS THE SEA TRANSPORT IS MUCH CHEAPER & QUICK.
OUR CONSIGNMENT WILL LEAVE FROM THE DELHI AIRPORT TO DUBAI
AIRPORT WHICH IS A FREE TRADE AREA.FROM THE DUBAI AIRPORT OUR
CONSIGNMENT WILL GO TO THE DEALERS IN DUBAI THEN TO THE
WHOLESALERS THEN TO THE RETAILERS & SUPERMARKETS OR
RESTAURANTS & FROM THERE FINALLY TO THE CUSTOMER.
THE COST OF TRANSPORTATION WILL NOT BE HUGE AS THE IMPORT DUTY
IN UAE IS JUST 5% & THE UAE GOVERNMENT HAVE GIVEN US CERTAIN
BENEFITS AS THE TRADE RELATIONS BETWEEN THE TWO COUNTRIES IS
VERY GOOD.

PACKAGING
A good package for pickles should have the following attributes:
Aroma retention
Excellent protection against light, moisture and oxygen
Excellent seal integrity for containment
Grease and oil resistance

 Acid resistance
Good aesthetics and appearance

Types of Packaging for Pickles

Traditionally, the practice was to prepare pickles at home and store in
ceramic or earthenware jars.
Gradually over the years, pickles are manufactured and commercially
marketed in the country, as branded products.
In our country, still large quantity of pickle is sold loose.
The shopkeeper displays various types of pickles in large glass jars, and
weighs out desired quantity of pickle to his customers.The customer trusts
the shopkeeper for the quality and not the brand name.
However, gradually pickle packed in glass bottles under different brand
names, appeared in the market and became popular.
Glass bottled pickles are almost double in cost because of heavy packing
and transportation costs. They looked hygienic and appealed to the brand
conscious upper class.
With the advent of plastics, pickles packed in HDPE (high density
polyethylene) and later PET(Polyethylene terephthalate) jars were
introduced. HDPE jars are usually used for packing 1Kilogram and more.
They are opaque so do not provide visibility of the pickle, but are
convenient, as they do not break in transit. The PET jars are transparent,
with good eye appeal and safe for pickle. PC (polycarbonate) bottles are
best for pickles but they are still very costly.Over the last few years, cost
effective flexible pouches of co-extruded and laminated structures have
replaced glass jars. The pouches could be flat pillow pouches or stand-up
pouches, which have a good display value. They are light in weight and
hygienic. However, in flexible pouches, the sealant layer selection is very
critical, as the contact layer needs to be acid and oil resistant.Failure of
seals or surface stickiness can render the pack ineffective and unsaleable.
Initially, the flexible packaging of pickles commenced as a simple LDPE
(low density polyethylene) pouch, which neither provided protection from
oxygen nor did it give an effective heat seal, as LDPE is not compatible
with oil, causing failure of pouches.

Gradually multi-layered coextruded pouches and laminated pouches were

introduced.The capacity of the pouches range from 200 grams to 1
kilogram. The pouches could be flat pillow type or stand-up pouches for
shelf display.
To sum up:
For catering / institutional packs 5 or 6 kilograms - HDPE or PET jars.
20 kg HDPE jars are also available and used for the purpose
For consumers 400/500 grams glass jars or PET jars
For cost conscious housewives - printed pillow or standup pouches
For portion packs polystyrene or polypropylene injection moulded
containers with flexible heat-sealable, peel able lids.

PRICING
THE PRICING OF A PRODUCT CAN BE ALLOCATED AS:
COST OF THE PRODUCT + THE DUTY + PROFIT MARGIN.
SO, KEEPING THIS INTO CONSIDERATION THE PRICE OF JASHN PICKLES
ARE
500 Gms 16 dirham
250 Gms 9 dirham
1kg (catering pack) 30 dirham
Traveler pack 75 DIRHAM
Har din ek Jashn pack 3 dirham

PROMOTION
FOR PEOPLE TO KNOW THAT YOUR PRODUCT EXISTS IN THE MARKET YOU
HAVE TO SHOW THEM THAT YOUR PRODUCR EXISTS.WAYS OF PROMOTING
A PRODUCT IS VERY COMMON BUT A SUCCESSFUL MARKETER IS THE ONE
WHO DOES COMMON THINGS IN AN UNCOMMON WAY.THIS WAS THE
THOUGHT BEHIND OUR PROMOTIONAL STRATEGIES.
OUR PROMOTIONAL STRATEGIES INCLUDES PRINT MEDIA, TELEVISION
ADS WHICH IS VERY FAMOUS IN UAE.

TIE UPS WITH KNOWLEDGE CITY IN DUBAI WHICH IS AN EDUCATION HUB

TO MAKE INDIANS THERE FEEL AT HOME BY PROVIDING THEM PICKLES
WITH THEIR MEALS.WE WOULD BE SETTING UP TASTING ZONES IN
HYPERMARKETS WHERE THE CUSTOMERS CAN TASTE OUR PRODUCT &
GIVE THEM THEIR FEEDBACKS.
DURING THE DUBAI SHOPPING FESTIVAL WE WOULD BE PUTTING UP A
STALL TO ENCOURAGE MORE CUSTOMERS TO BUY OUR PRODUCT.
WE WILL BE HAVING THE PICKLE POT FIESTA WHICH IS AN 8 HOUR LIVE
MUSIC FUNFARE. MOST PEOPLE WILL THINK IT IS NOT FEASIBLE HOW WILL
WE GET FUNDS?
WE HAVE AN ANSWER TO THAT ALSO.
WE WILL BE INVITING ALL THE COMPANIES TO BUY A STALL IN OUR POT
FIESTA & SRK WHO IS THE BRAND AMBASSADOR OF SHUDDH PICKLES
PERFORMING AT THE SHOW & THE MONEY GENERATED WILL GO IN THE
BREAST CANCER RELIEF FUND.
THUS OUR PICKLE WILL BE ADVERTISED & SOCIAL RESPONSIBILITY TO AN
EXTENT MIGHT ALSO BE FULFILLED.
WE HAVE ALSO TIED UP WITH A MICROSITE CALLED LANGUAGE OF
FLAVORS WHICH WILL BE PUTTING UP BILLBOARDS WHICH WILL HAVE
DIFFERENT WAYS OF SPELLING JASHN PICKLES. THIS WILL BE A HUGE HIT
AS IT IS SOMETHING WHICH NO ONE HAS EVEDR DONE BEFORE.

FUTURE PLANS
WE ARE PLANNING TO SET UP MANUFACTURING UNIT IN JABEL ALI AS ITS
A FREE TRADE AREA.
WE WILL ALSO BE CONCENTRATING ON THE REMAINING 4 EMIRATES &
FROM THERE ON TO THE OTHER GULF COUNTRIES.
AS PER THE COMPETITION, WE HAVE MAJOR COMPETITION WITH EICHER
LTD, PRAVIN & BEDEKAR.
OUR NEXT PITSTOP AFTER GULF COUNTRIES WILL BE JAPAN & ITALY AS
THE PICKLE INDUSTRY THERE IS NOT COMPETITIVE & THE MARKET IS
HUGE.
OUR AIM OF THIS DISCUSSION OR ARGUMENT IS NOT VICTORY
OVER OTHER COMPETITORS BUT IT IS JUST PROGRESS.

THANK YOU