Integrated Marketing Communication for a Spice Brand

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  • 1. THE MARKET 10.0% CAGR in terms of value and a 3.7% CAGR in terms of volume over the period FY’2007-FY’2013 Competition Everest, MDH and MTR Local Players: Orkla and McCormick
  • 2. Rahasy a Ek baar jo chak le, Kahbi na chode Rahasya Masale Masala
  • 3. JINGLE
  • 4. TG Women Self cooking Bachelor men Age: 24-40 F 21-35 M SEC: B,C, D, E2, E1 Want to make it big, want to impress guys/husbands with their cooking
  • 5. PRODUCT MIX PURE GROUND & BLENDED Chaat masala Mirch Garam masala Hing Chicken Turmeric Meat Pepper Fish Coriander Pav Bhaji Chole Sambar Biriyani
  • 6. MARKETING MIX Quality Product with wide product range Affordable pricing Local availability Innovative/experience promotions
  • 7. LIVE COOKING WITH RAKHI Mall activation activity with an opportunity to cook with rakhi using our brand of spices
  • 8. MAGAZINE INNOVATION Using the burn highlights on the previous pages to show the spiciness of the product (Red chili)
  • 9. SO SPICY IT WILL BLOW …YOUR MIND AWAY
  • 10. SAMPLING Small SKU’s of Rahasya to be distributed through cooking magazines and other mediums
  • 11. STRATEGIC TIE UP Tying up with frozen chicken and meat brands to promote the chicken masala category
  • 12. DABBA WALA
  • 13. PRODUCT PLACEMENT AND USAGE Using TV cooking competitions like ‘master chef’ to promote the product by showing the use of the product on the show Also using subtle placement of the product through other mediums
  • 14. HOME MINISTER COOKING COMPETITION Trying to target housing societies Using our spices as the core ingredient to make dishes
  • 15. RURAL Tum tums Melas Place spice powder packets covering loose product ranges
  • 16. ADVERT Rakhi serves food in traditional clothes After eating the food the guy imagines rakhi in modern (less) clothes dancing around him End with the tagline spice up your life (hindi) Different emotions to match different product ranges
  • 17. THANK YOU