PROJECT REPORT ON GLOBAL MARKETING

STRATEGY
PRODUCT: PICKLES

COMPANY: JASHN PICKLES

OVERVIEW OF PICKLE INDUSTRY IN INDIA:

Pickles & chutney is 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, Green Pickles, Lemon Chutney, Mango chutney,
Gherkins, Mango Pickles, Onion Prpd/Prsvd and Tomato chutney
etc.
India’s Export of Pickles & chutney was Rs. 250.62 Crores in
2007-08.
The major market for Indian Pickles & chutney are Russia,
U.S.A, Belgium, Netherlands and France.

Index
SR TOPICS PAGE
NO. NO.
1 INTRODUCTION 2
2 HISTORY & OVERVIEW OF THE COMPANY 2
3 STRATEGIES ADOPTED IN INDIA 2&
3
4 NEED TO GO GLOBAL 3
5 WHICH COUNTRY? 3&
4
6 WHY UAE? 4
7 PRODUCTS IN UAE 5
8 A REPORT ON PICKLE PRODUCTS 5&
6
9 LEVELS OF PRODUCT 6&
7
10 TRANSPORTATION 7
11 MARKETING MIX (4 P’S) 7
12 PACKAGING 8
13 PRICING 9
14 PROMOTION 10
15 FUTURE PLANS 11

INTRODUCTION, HISTORY & OVERVIEW OF THE

COMPANY
JASHN PICKLES WAS EARLIER KNOWN AS BOOM PICKLES.

BOOM PICKLES WAS INCORPORATED ON MAY 15TH 1989 & IN RECENT

YEARS HAD ACHIEVED TREMENDOUS SUCCESS IN INDIA.

BUT DUE TO IMMENSE COMPETITION THE COMPANY WAS NOT ABLE TO

TAKE QUICK DECISIONS & DID NOT CHANGE ITS STRATEGIES IN THE
COMPETITIVE AMRKET.

EVENTUALLY THE GOODWILL OF THE COMPANY DIMINISHED & THE

BOARD OF DIRECTORS RESIGNED.

A NEW 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 & JASHN PICKLES NOW HAVE MANUFACTURING UNITS
IN ALL THE ZONES VIZ NORTH, EAST, WEST, SOUTH.

THE COMPANY RETAINED ITS BASE IN MUMBAI.

STRATEGIES ADOPTED IN INDIA

THE PRINT MEDIA & THE ‘IDIOT BOX’ HELPED US IN ACHIEVING THE
REQUIRED ATTENTION LIKE THE NEWS OF OUR COMEBACK IN THE
NEWSPAPER & TELEVISION CHANNELS.
THE BILLBOARDS ON THE BEST BUSES IN MUBAI, POSTERS IN THE LOCAL
TRAINS & ON THE OOH MEDIA SERVICE IN RAILWAYS HELPED US SET OUR
IMAGE IN THE MINDS OF THE PEOPLE.

A NEW STRATEGY WHICH IS CALLED THE PIQUE TECHNIQUE WHERE YOU

KEEP ON REPEATING THE NAME IN FULL SPEED. THIS IRRITATES A
NORMAL HUMAN BEING BUT AT THE END OF THE DAY THE NAME
REGISTERS IN HIS MIND.

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
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. ALTHOUGH COVERING ENTIRE INDIA
IS NOT POSSIBLE 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.

WHICH COUNTRY?
IT IS THE FIRST TIME FOR JASHN PICKLES TO GO OVERSEAS.

AFTER MARKET RESEARCH IN MANY DIFFERENT COUNTRIES WE ZEROED

IN ON THE 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

(2000), 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.

PRODUCTS IN UAE
TRADITIONA EXOTIC JASHN SPECIALITIES DIET NON-VEG
L RECIPIES PICKLES PICKLES
Mango Pickled Cheese dips garnished Soya Chicken
potatoes with zatar pickles pickles
Lemon Pickled Lemon marmalade Bitter Prawn
mushrooms guard pickles
pickles
Mix Pickled okra Strawberry Pickles Amla Fish pickles
vegetable pickles
Green chili Pickled Lamb pickles
chickpeas
Red chili Pickled lentils
Eggplant
Carrot
Onions
Garlic
pickles

AN ARTICLE ON PICKLES
A report by Punjab Agricultural University (PAU) stated that during the
year 2000-01, total production of pickles was 13645.16 metric tones and
in 2002-03 the country earned Rs 154.16 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 in onion
pickles or where whole fruits or vegetables are the material for pickle
making. It can be checked by using small and thin textured material for
pickle making especially onions.

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.

LEVELS OF A PRODUCT
The CORE product is NOT the tangible, physical product.

That's because the core product is the BENEFIT of the product that makes
it valuable to you.

So with the car example, the benefit is convenience i.e. the ease at which
you can go where you like, when you want to.

Another core benefit is speed since you can travel around relatively
quickly.

The ACTUAL product is the tangible, physical product.

You can get some use out of it.

Again with the car example, it is the vehicle that you test drive, buy and
then collect.

The AUGMENTED product is the non-physical part of the product.

It usually consists of lots of added value, for which you may or may not
pay a premium.
So when you buy a car, part of the augmented product would be the
warranty, the customer service support offered by the car's manufacture,
and any after-sales service.

TRANSPORTATION

IT IS SAID THAT ONE OF THE MAJOR LOGISTICAL BLABBER IS THE

TRANSPORTATION.

IN THE CASE OF JASHN PICKLES EXPORTING TO UAE IT IS NOT THAT

DIFFICULT AS THE SEA TRANSPORT IS MUCH CHEAPER & QUICK.

OUR CONSIGNMENT WILL LEAVE FROM THE JNPT (JAWAHARLAL NEHRU

PORT TRUST) IN NAVI MUMBAI TO JABEL ALI PRT IN DUBAI WHICH IS A
FREE TRADE AREA.

FROM THE JABEL ALI PORT 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.

MARKETING MIX

FOR A COMPANY TO SUCCEED IN A GLOBAL MARKET THE 4 P’S OF

MARKETING SHOULD BE VERY CLEAR.

PRODUCT

PLACE

PRICE

PROMOTION

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.

The trend started in Maharashtra and Gujarat.

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
un-saleable.

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 jarsare also available and used for the purpose

• For consumers – 400/500 grams glass jars or PET jars

• For cost conscious housewives - printed pillow or stand–up 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 BIFURCATED AS THE COST OF THE
PRODUCT + THE DUTY + PROFIT MARGIN.

KEEPING THIS INTO CONSIDERATION THE PRICE OF JASHN PICKLES ARE

500 Gms – 8 dirham

250 Gms – 4.25 dirham

1kg (catering pack) – 15 dirham

Traveler pack – 50 phills

Har din ek Jashn pack – 11 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 INCLUDE THE BASIC PROMOTIONAL

WAYS LIKE PRINT MEDIA, TELEVISION ADS IN UAE (CHANNEL 33) 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.

THE SPECIAL VARIETY IN UAE IS ZATAR WHICH IS VERY FAMOUS IN ALL

THE 7 EMIRATES ESPECIALLY IN ABU DHABI, DUBAI, & SHARJAH.

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 BRAMD AMBASSADOR OF JASHN 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 IT’S
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

PRESENTED BY
SIDDHITA SANHOLKAR: 35
FORUM VAZIR: 57
JINISHA VORA: 58
PARAG SINGHVI: 52