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Teekha spices

GROUP 1

case

AASTHA GUPTA AMANPREET SINGH ANGAD BHATIA ANU GOYAL ANVIT VYAS ARUNIMA GUPTA NEHA SIDHWANI PG20111073 PG20112057
AASTHA GUPTA
AMANPREET SINGH
ANGAD BHATIA
ANU GOYAL
ANVIT VYAS
ARUNIMA GUPTA
NEHA SIDHWANI
PG20111073
PG20112057
PG20111027
PG20111087
PG 20111213
PG20111016
PG20111013
3/18/12

CASE SNAPSHOTS

ü Teekha spices has strong presence in spices market in India. It is a well establish brand. Its products have AGMARK rating of purity.

ü Company has decided to enter rice business in North India with “Khushbu” brand name.

CASE SNAPSHOTS ü Teekha spices has strong presence in spices market in India. It is a

ü After 2 years of being in rice business, it sells only 100 tons per month. While total market size of branded rice in whole India is 45,000 tons and sales of India Gate, biggest player is of 6000 tons per month.

ü TSL does not have proper quality control system to check the quality of raw material.

ü It sells new rice instead of old rice.

ü It has charged premium price which is not according to the quality it provides.

ü Its sales force is not well informed about the product and lacks proper training.

ü Stockist in A & B category has refused to support Khushbu brand while stockiest in C & D category are being able to sell only 200-300 kgs per month.

PROBLEM

1)

DEFINATION

Improper market survey:

lack of information like quality

demanded, price range, old rice & new rice, how to build

PROBLEM 1) Improper market survey: lack of information like quality demanded, price range, old rice &

brand equity.

2) Improper identification of STP:

ü) have not identified that out of total market size of 45,000 tons per month, how much is the size of north Indian market.

ü) have not identified which socio economic class of people they want to target. Providing poor quality with premium pricing.

Lessons learnt from TSL on the distribution of a new product with enormous potential

Ø Khushbu wasn’t able to match teekha spices image.

Lessons learnt from TSL on the distribution of a new product with enormous potential Khushbu wasn’t

Ø Lack of quality standards of their rice.

Ø Preference for old rice among the Indian households.

Ø Salespeople to be well versed with the brand and be loyal towards it which they are not presently.

Ø Understand the consumer preferences better.

Ø For stockists of A and B category, who are not interested in keeping their rice, they should provide them with extra

Ways in which TSL can make a success in rice by using its distribution network

Proper utilization of “Channel Information System” to gather information like pricing trend, tracking competitors, market size, consumer preferences.

Ways in which TSL can make a success in rice by using its distribution network Proper

1)

2) Teekha spice should go for “Extensive distribution system”.

3) Designing monetary & non monetary rewards system for distributors.

4) Sales manager should motivate its sales team, give them proper training and information about the new product and design reward & incentive system for salesmen.

5) Teekha spices should implement “Feedback Mechanism” to improve on its product.

6) Teekha spices can go for promotions and advertisement to increase the demand of its product.

Should TSL exit the rice business???????

It should develop and maintain its brand “Khusbhu” using its current distribution channel.

Should TSL exit the rice business??????? It should develop and maintain its brand “Khusbhu” using its

1) It could conduct a proper market survey to gather information like customer preferences, pricing trends, competitors’ offering.

2) It could improve upon the quality of its product.

3) It could charge prices according to the market price.

4) It could give proper training to its sales force.

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2)

3)

4)

5)

Learning from the case

1) 2) 3) 4) 5) Learning from the case Collecting information from “channel Information System” ,

Collecting information from “channel Information System”,

analyzing it properly to make a decision. Company should properly segment and target the market. Brand equity is not enough to sell the product in market. Price should be according to the customers’ reach and quality should be up to mark. If a company wants to launch a new product and wants distributors’ support, it has to offer some monetary & non monetary rewards to distributors. If company wants to launch a new product it has to create its awareness first by advertisements and sales promotions.

3/18/12