Mahashian di hatti limited | Analysis

Mahashian di hatti limited AnalysisINTRODUCTION Mahashian Di Hatti Limited is an INDIAN manufacturer, distributor and exporter of ground spices and spice mixtures be showtime the strike out chance on MDH. It specializes in several unique traditional blends of spices suitable for different recipes (Chana Masala for chickpeas, for example). The familiarity was founded in 1919 by Mahashay Chuni Lal as a sm either shop in Sialkot. It has since adult in popularity all over India, and exports its products to several countries. It is associated with Mahashay Chuni Lal Charitable TrustHISTORYMahashay Chuni Lal started the enterprise in Sialkot (now in Pakistan) on April 13, 1919. In a few historic period, the spices became in truth famous and they came to be known as Deggi Mirch Wale (the Pot Chilli People), after the name of one of their famous spice mixtures. After the partition of India, Mahashay Dharam Pal, the tidings of the founder, shifted to Delhi and opened up his shop at Aj mal Khan Road, Karol Bagh under the banner Mahashian Di Hatti of Sialkot (Deggi Mirch wale). The name Mahashian Di Hatti means the Shop of the Magnanimous in PunjabiGROWTHThe order ab initio relied on hand-ground spices, but has since shifted to automated machines, with a capacity of producing 30 tonnes of packaged spices in a day. There be large fully automatic manufacturing plants at Delhi, Gurgaon (Haryana), Nagpur (Rajasthan), Ghaziabad (Uttar Pradesh) and Amritsar (Punjab). It has now a profits of over deoxycytidine monophosphate0 wholesalers and over 4 hundred thousand retail dealers in India. It was ranked 490th among the unlisted Indian companies in 2000-01. MDH pioneered the merchandiseing of powdered spice mixtures in handy attractive packages. It has been co-opted as member of several committees of the Bureau of Indian Standards. In the last few twelvemonths, the Exports Division of the company has started exporting the spices to several countries including UK, oth er European countries, Canada, United States, Japan and SwitzerlandFAMOUS reapingSThe MDH brand name is very well known throughout India. The products sold under the brand name include single spices (such as chili, coriander and turmeric) as well as blended spice mixtures. There are over 45 products available in over 100 different packages. The more famous ones are Chana Masala (for chickpeas), Sambar Masala (for Sambar), Kitchen King (for ve go aboutables), Chunky Chaat Masala (for chaat), Garam Masala (hot spice, multi-purpose) and Chicken Masala. In addition to spices, it withal manufactures incense sticks, Ayurvedic tooth powder and havan samagri, a mixture for Hindu ritual sacrifices.PRODUCTS We offer a wide and comprehensive range of products, which include stubble Flour SPECIES odourise STICKSAYURVEDIC INFRASTRUCTUREWe are empowered with a state-of-the-art infrastructure, requisite technology, efficient transport facilities and superb working environment. We possess a spaci ous warehouse which piece of ass store large quantities of products. We are backed by a well-qualified and technical team of astute technocrats, business oriented professionals and diligent workers, who are extremely experienced and pay off a thorough knowledge in the relevant field. The team is capable of sourcing large volumes of products to sour the customer demands and specifications. We possess one of Asias largest Wheat Flour Manufacturing Plant which is installed in our in-house production unit. We have the capacity to produce 3000 mt. Wheat Flour as per the European Standards on daily home. Our wide network of distributors and suppliers are scattered all over the globe ensuring the customers of safe, smooth and punctual delivery of products. BUSINESS MISSIONWe impart strive as a corporation,to plus trust from customers and continue to grow in strength. Make an effort on a daily basis to keep both customer satisfied,by offering every area of business, competitive pro ducts and operate of superior quality thereby contributing to society.Having mutually satisfying interactions with customers through products Not being content with the present reality, continually striving for betterment and improvement, and accepting the challenge tCreating an environment in which each individual can apply their grea assay strengths, an environment in which results lead be evaluated correctly, and in these contexts, using our collective strengths to the fullest.Continuing to act in righteous right smarts, as good members of societyMARKETING OBJECTIVEStrengthening brand name competitivenessWith consumer requirements of tasty, safe and convenient as a basis, detail analytical assessment of changing consumer demand is becoming vitally important in the pabulum labor. Hereafter, in addition to guaranteeing quality and taste, MDH will analyze market data even to the extent of product quantity and shape, in hopes of predicting forthcoming trends and ruminate these in the increment of rising productsSITUATION ANALYSISGrowing interest in healthy eating and convenience has set the pace for this growth. Consumers have been boosting their wasting disease of whole grains. At the same time, they are buying more extravagantlyly processed convenience foods like sandwiches, pizzas, and tortillas which often contain large amounts of flour.This situation reflects a turnaround in flours fortunes. . .Types of FlourWheat flour is the primary grain product consumed in the United States. Thats apparent in the wide variety of food products prepared from flour packaged flour for home baking, bakery mixes, breads, ginmills, cookies, crackers, and pastas. Flour is also used in breakfast cereals, gravies, and soups. Overall, products classified in the bread and cake industry Roller flour mills, producing wheat products like atta, maida and suji are struggling for survival, since wheat has vanished from the markets in india such as uttar Pradesh.Many mills h ave closed(a) down while others were running at less then 50 per cent of their total capacity utilisation. The total annual installed capacity of Uttar Pradesh was 40 lakh million tonne at one time. COMPETITOR ARE Shakti bhog 10-15% market shareAnnapurna 40% market sharePillsbury approx 5-10%These are the competitors of MDH aata as we see Annapurna has the lede market share as number one brand so for to compete with we use latest technology so that amount of vitamins,minerals maintains a high rate.TECHNOLOGYThe machines used by us is of latest technology which made good quality aata which is free from moisture,humidity contains an appropriate amount of vitamins, proteins starch carbohydrates which is useful for customer. For to satisfy the customer impoverishments we take care so that cost reduces profit increases with quality of product.SWOT ANALYSISThe strengths, weaknesses opportunities and threats (SWOT) analysis provides a snapshot of MDH AATAinternal strengths weaknesses an d external opportunities and threats. STRENGTHS1MDH is Indias largest industry producing spices having a prestigious image in the mind of consumers.RD expenditure is very high in all other existing segments as well as for its MDH aata.Shri Dharmpal ji the Founder of MDH is extremely knowledgeable, personally and financially dedicated to making the business a success. Just In Time ProductionActive and affiliated advisory council. Well developed distribution network.WEAKNESSES Though it has considerable anecdotal data the company is lacking of marketing research.Internal dispute among its subsidiary companiesOPPORTUNITIESTo amaze the market share as using the latest technology.. MDH which is new for Indian Flour industry Government policies like the automatic approval for FDI up to 100% Introduction of new productsOnline activities, online buying6 .Easy availability of credit, lower interest rate and higher consumer confidence and gradual recovery witnessed in business cycle. THREA TSThe study threat comes from rich and big competitors who dominate the Indian market. From companies like Annapurna having market share more than 40% TARGET MARKET STRATEGYAs MDH producing its new product that is aata so it has to tail the market where he lacks .generally branded aata is purchased in urban region non in rural area.So it our target to capture the market rural as well as urban so that we cater the needs and provide satisfication to customer a tenacious with getting market share.And to provide the goods and services in the region where lacks so that market size increases.VALUE CONSIOUSThose that are looking for the ideal combination of high fuel economy and low precaution cost in long run at an affordable price.All triad groups are apparent to be exposed to the same degree of alfresco and ambient advertising. It is difficult to estimate the exact size of each group, but most buyers will be a mix of all three and not only one reason will motivate a purchase. The overall size of these groups is probably fairly small and will explain why products are not more common yet.CAMPAIGN OBJECTIVESObjectives are important to clarify and set an objective set of targets that ought to be achieved by the planned actions. Objectives exist on three levels Corporate, marketing and communication.Corporate objective can be summarized as shareholder wealth maximization and is ultimately achieved through higher profits and increase sales. commercializeing objectives are the successful introduction of a Marketing communication activities are a vital part in achieving the above two and have to be Coordinated with all other company activities (production, sales, purchasing).Strengthening the relationship with the MDH brand.Increase the consideration of MDH when planning to purchase flour.The target market should be reached as fully as possibleCustomer and Consumers have to be made aware of a new product and its brand name.PUBLIC RELATIONSThe development and maint enance of good relationships with different public groups. Public relations are useful because they enjoy a high credibility at a low cost, but the exact message cannot be controlled. This communication form will be of major richness for the MDH campaign as many buyers draw their information from the media.Personal selling is very important because a car is a high involvement product and affords more Conviction for purchase which is given by PS. personal selling will be carried out by the local dealers who in advance should have been trained to be familiar with the MDH Atta (dealership launch material, conferences) and its advantages and how to subordinate objections.CREATIVE STRATEGYThe MDH Atta offers features that no other product offers. These unique selling points should be emphasized in the promotions and any barriers to purchase are weakened at the same time (unique selling Proposition strategy). To appeal to the target market promotions should promote the car and its user s to be innovative imaginative, bold, intelligent, revolutionary and pioneering. It would make sense to take in different executions to target one of the three mindsets identified in the target market and emphasizing their reasons to buy and refute their individual barriers to buy.MARKETING MIXPRODUCTAs product is sum total of tangible and intangible attributes including productdesign, style,size, quality, colour,brand name ,labeling etc. So we produce the product in such a way which has all the qualities so that customer takes the strait-laced benefit.Here in case of aata we produce it in such a way so that it carry all the features of good product..PLACE/DISTRIBUTION Place is the distribution mix. It is concerned with the smooth current of goodsandservices from the producer to consumer by creating time, place and possession utility. It signifies two things namely somatic distribution and the channels of distribution.It also includes transportation, warehousing, inventory contro l,wholeselling etc. So we create the utility in such a way so that there is proper distribution of goods.. PRICE Price is the value of a product expressed in terms of money.It is a matter of vital importance to the buyer or seller.Exchange of goods and services takes place when buyer is willing to purchase at the proper price. As in case of this aata we set the price in such a way so that it will low then the competitor price and it is of better quality. We set the price in such a way so that their will be proper profit margin, considering the terms of credit and other policies.PROMOTIONSALES PROMOTIONMonetary incentives to buy, is most effective to trigger a decision or purchase. SP is useful at the beginning of the product life cycle to increase acceptance or provoke a trial. MDH is selling the aata beneath its production cost. However an additional third party sales promotion mechanism has been put into place Power shift, a government backed agency, To get the biggest benefit ou t of this MDH should advertise this fact. Otherwise SP should be used spontaneously once a slowdown in sales can be discover (PLC). ADVERTISINGa paid form of non-personal mass communication from an identified sponsor, should be the major communication mix ingredient for this campaign. Advertising is controllable, but pricy esp. TV. Advertising can be used to increase awareness, create interest and inform about MDH AATA USPs. Customers or consumer are reached by placing adverts in their target media. identify mail in the form of newsletters can useful for this campaign to create awareness (pre launch) and inform or offer of opportunity to book a test drive. MDH has already a database in place but can also buy further data. Direct mail is also important when targeting the corporate buyers and provides them with detailed information about the MDH. PACKAGINGPackaging is supposed to be the fifth P in marketing. After product, price, place and promotion, packaging is the element which holds the maximum importance in the marketing of a product. As majority of the purchase decisions are made in store, we ensure that our products are attractively packed so as to capture the attention of the buyers. Our products are packaged in different quantities depending upon the different segment and market.MARKETING RESEARCHGood marketer wants insight to help them fancy past performance as well as plan future activities. They need timely, accurate and actionable information about consumers competition and their brands .they also need to make the best possible tactical decisions in the long run. Discovering a consumer insight and understanding its marketing implication can often lead to a successful product launch or spur the growth of the brand. MDHis doing extensive marketing research to understand consumers preferences and also the competitors strategies. It has a separate RD department which conducts online as well as offline surveys to know what consumers think about its o fferings and what are their feedbacksThe financial objective is to be financially solvent within the first two years of operation. The various expenditure on various operational activities are as follow- Online advertising button and banner advertising on automotive websites and on online sites of target media Rs 1, 000, 000DirectMail newsLetter Rs 500000TV short Rs 3,00000Print Rs 3, 00000Outdoor RS 1, 00000Sponsorship of MDH target group relevant events, celebrity Endorsement Sales Promotion, to beConfirmed Rs 20000000OtherPromotionsSalesPromotionPersonalDealer activity absorbed inOverheadsTesting end of campaignEvaluationRs 20000000First year total Rs 4,00000000.Second year total Rs 3,00000000 .Third year total Rs 2,000,00000Considering the small target group of the MDH and the small projected sales figures a budget of Rs 9million over three years seems appropriate, however I would recommend reallocating the budget. That way the launch period communications can be intensified. Th ree years are also likely to correspond to the Product of this since car manufacturer have increased their output to keep demand high. ORGANSATIONAL STRUCTURE AND PLANAs well established company Reliance currently has many members on its staffs. However its automobile section is new. As this section matures into a stable and profitable organization the need for employees will grow. The first forseeable employee need is in the area of sales. The plan is to hire salespersons in early 2009 to allow Mr. Dharmpal ji to continue his consulting on a regular basis ,while at the same time ensuring a steady supply of for continued development efforts. To obtain the financial flexibility needed to manage its cash flow successfully the company has made contractors a significant component of its workforceSALES OBJECTIVE Sales of Rs 350,000,0 by the end of 2009,sales of Rs 1 million by the year 2011 and by the year 2013 sales of Rs 3 billionSUMMARYThe recommended marketing and communications stra tegy that makes use of advertising, PR, new media and direct mail. Personal selling will be provided by the existing network of local dealers. Advertising will use TV, Print and outdoor media to initiate purchases. The Internet will play an important role for both advertising and direct mail, using a modern medium to underline the advanced character of this aata. However that this plan so far is only a model/ plan, and not definitive, it can and is likely to change esp. if pre or post-testing give negative results. Before realizing the proposed action a long planning period with frequent meetings of all parties is necessary to ensure the integrity and unanimous messages of the campaign.REFRENCESFinancial Times 1999 2001. Various issues.Key Note. 2002. The Green Ethical Consumer. Market Assessment.Varey, Richard. 2002. Marketing Communication. London Routledge.4. Pickton, David and Broderick, Amanda. 2001. Integrated Marketing Communications. HarlowPrentice Hall5. Fitzgerald, Maure en and Arnott, David. 2000. Marketing Communications Classics. London Business Press, Thomson LearningWestwood, John. 1990. The Marketing Plan. London Kogan Page Limited.