LIVE PROJECT - NEW PRODUCT DEVELOPMENT

1. LIVE PROJECT
on
Introduction of NON VEG.
PICKLES in the MARKET
by:
Nitya Garg
IBS Business School
Gurgaon

2. Introduction
• A pickle is specialties of India and assumes important
position in the Indian Cuisine.
• Pickles enhances the tastes of the meal and increases
the satisfaction after every meal.
• Non veg. pickles are prepared from chicken, muton and
sea foods and they supplement the food with vitamins
and minerals.
• They are generally spicy but some are sweet also. They
are table enriches.

3. Name: NON –VEG FLAVOURS
 Promising manufacturing unit of non veg pickles.
 Superior in terms of taste , aroma and quality.
 It is registered with food licence with municipality.
 We provide superior quality checks.
 Though the availability of pickles is there, but
 90% is online and the rest are homemade.
 First you taste , then you buy.
NATURAL PICKLES

4. NON-VEG FLAVORS
 It is hygienic in nature.
 It has variety of tastes and flavours.
 It is major part of Indian cuisine.
 Will be Easily available.
 It is tasty and has natural preservatives
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5. Pickles are perfect partner for a well made meal
and a 'perker-upper' for a not so perfect one !!

6. Our Mission
 To serve a product of choice.
 To provide our customers with quality products
made with the best ingredients that meets
market demands.
 To make Non-veg pickle popular and a part of
regular diet of the consumers.

7. Pros & Cons of Non Veg Pickles :
Pros :
 More Nutritious and healthy
 Much more tastier in comparisson to Veg Pickle.
Cons:
 Lesser durablity i.e need to consume in a mean time.
 Some non-veg pickle have foul smell. Eg: Fish pickle.
 More expensive and lesser avlaiblity.

8. Varients Of Non Veg Pickels
Chicken Pickle Prawn Pickle Fish Pickle Mutton Pickle

9. Location
 Present location we surveyed in the gurgaon and sub urban
areas are :
oKapaseda extension
oSohana Road
oPalam Vihar
oSector 17
oSectror 71
oSecor 72
oSector 21
oSector 22
oSector 23
oSector 52
oSector 57
oSector 39

10. Present Market Share
22
4.5
59
14.5
Veg Pickle
Non Veg Pickle
Mix fruit Pickle
Chutneys
37
13
46
4
Hotels/Rest.
Students
Families
Street Vendors

11. Our Plan
 We will boost existing dull sale of Non Veg Pickles and
will make it common.
 Publicity of the product and increase its current
avlaiblity in the market.
 We will also give free samples and other offers to
promote our product.
 We will also sell our product through channel of direct
distribution to Vendors, Retailors and Customers.

12. Market Research
 These products have very good market potential as
they are consumed in most of the households,
restaurants, other eateries, clubs, hostels etc.
 They are sold through many outlets like grocery
shops, departmental stores etc.
 The average consumption of pickles is around 2 kg’s.
per family per year.
 Sales are less due to unavlaiblity of Non Veg
Pickles.
 High potential of the product if planned strategy is
made to promote the product.

13. Strength –
Naturals pickles are
homemade.
The cost of our
product is also lower as
compared to other
pickles.
Weakness –
This product is new
introduced in market.
As a result it has to
compete with other old
and well known products
which consumers have
been using.
SWOT Analysis

14. Opportunities –
There are good
opportunities of profits as
consumers would like to buy a
lower priced product.
This product will be
demanded in retail shops &
super markets as a result.
 There are opportunities of
expansion of the firm too
with production at a larger
scale.
Threats –
The threats would
be the other famous &
demanded pickles
brand that already
exists in the market.
People are used to
the taste of their
product.

15. Target Audience
 Housewives
 Chefs and cooks
 Restaurants
 Canteen
 Wholesalers
 Retailers
 Fast food stalls
 Shops

16. Competitors
Our competitors are all the
leading brands like:
 Mother recipe
 Nilons
 Priya pickles

17. Customer Survey
 From the survey it has been recorded that
maximum number of the people does not know
about the availability of such product in the
market due to its poor marketing strategy.
 Some areas like kapaseda ,etc has religious issues
where people are not even interested listening to
the name even.
 Youth’s feedback was considered as positive , if
given the chance and availability they would
definitely try the product.
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18. Data ANALYSIS AND
INTERPRETATION
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19. Consumption of Pickles
99.3
0.7
Consumption of Pickles
yes
no
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Analysis:-
Almost everyone use
and buy pickles, except 1
of them out of 150
respondents. That
means pickles are
universally acceptable
product.

20. Types of pickles
41.33
58.67
Types of Pickles
Home made
Ready made
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Analysis:-
Almost 59% of the people
prefer homemade pickles
rather than buying from
outside because they can
vary various parameters
according to their tastes and
preferences. Whereas
approx.. 41% people prefer
ready made pickles due to
their busy life.

21. Packaging
16.3
27.4
9.67
9.67
Packaging
100 gms
200 gms
250 gms
500 gms
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Analysis:-
People prefer buying 250gms
pack the most because they
are economical and quantity is
also optimum. Next preferred
packaging is 200gms, then
500gms and in the end
100gms. The reason for 100gms
being least preferred is that
because normally a family
contains 3-4 members and
hence 100gms isn’t sufficient
for them.

22. Quality Certification
53.22
37.09
9.67
Quality Certification
Always
Sometimes
Never
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Analysis:-
Since awareness and
education among people is
increasing day by day, more
than half of the people
really check for the
certification from the
various food quality
organizations like FPO,
FPA, and ISO etc.

23. Tastes & Preferences
30%
20%
0%
5%
10%
15%
20%
25%
30%
35%
Yes No
Tastes & Prefernces
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Analysis:-
30% people prefers non-veg
pickles, whereas, just 20%
people do not prefer non-veg
pickles.

24. Conclusion
 On analyzing the potential growth in the market we
have decided to make the product popular by
improving its market penetration.
 In the end we were successful implementing the
product in the following shops:
1. Sector14: Karim’s and Honey Money Top
2. Sector 22: Dhabha Patthonda.
3. Sector 23: Biryani Paradise and Delight Express.
NATURAL PICKLES