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Even it is available at rupee 1,2,4, 25 &more
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This ppt is for a project which i did for MSL India, Ahmedabad. MSL India handed me one of its client Kitchen Xpress to do research on. The sample size was 120 out of which 90 was urban and 30 rural.
The areas which I covered under my research was Ahmedabad. Urban areas like Chandkheda, Sabarmati, Maninagar, Gurukul Road, Bodakdev, Satellite.
Rural areas like Shilaj, Bhadaj, Ghuma, Bopal Gaam
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Biscuits manufactured by Parle Products in India.
1939 started manufacturing biscuits.
Tag line : The Tasty Healthy Food
Earlier G for Glucose
Now G for Genius
Marketing strategy for Rural India
Pricing at lower rate
Maintains 4 rupee packs for a longer period of time
Even it is available at rupee 1,2,4, 25 &more
Reaching remote villages
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Known as biscuit ka puda (large packet )
Sponsors of Shakthiman ---- gave them a great success
Associates with various governmental initiatives like
Primary Education Scheme
National Rural Health Mission Center
Mid day meal being served in primary schools
Products are made available in different sizes
It is mainly promoted through TV ads and cinema
Even went for print ads
Easily available biscuits
so these are the marketing strategy of parle g for rural Inda
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Eastern condiments final_hard_copy
1. EASTERN CONDIMENTS
INTRODUCTION
The Eastern Group was founded by Mr. M. E. Meeran, chairman of the group. He started his
activities as a business with a wholesale provision goods shop at Adimali in 1969 named
“Eastern trading company” and it was being called as “E.T.C”. Eastern Coffee and Curry Powder
established in 1983 as a pioneer in the state to produce packed curry powders, coffee powder and
food products. Eastern Condiments was established in 1991, as expanded form of astern Coffee
and Curry Powder, and employing 150 employees where as Eastern Coffee and Curry Powder
were employing 20 workers. Today the company has grown in to the favourite in India. Eastern
Condiments Pvt. LTD. is a well established name as Kerala’s largest manufacturer of condiments
and one of the leading brands among the South India.
Company vision
To be the preferred supplier catering to the basic needs of the mass market by providing
products and services of outstanding value through the adoption of global standards and
innovative practices.
INDUSTRY OVERVIEW
India produces 2.5 million tones to 3 million tones of spices annually. India produces spices of
different categories worth around US$ 3 billion. In terms of volume and value, India accounted
for 46 percent and 23 percent in value of global spice trade. (Source: Spices Board India) India
accounts for 25-30 per cent of world’s pepper production, 35 per cent of ginger and about 90 per
cent of turmeric production.
Among the Indian Federal states, Kerala tops in pepper (96 percent), Cardamom (53 percent),
Ginger (25 per cent) production in the country. Andhra Pradesh leads in Chilly and Turmeric
production in the country with 49 per cent and 57 per cent. In coriander, cuminand fenugreek
2. production in the country, Rajasthan emerges as the largest producer with63 per cent, 56 per cent
and 87 per cent.
The world spice trade is estimated at US$ 1.5-2 billion in terms of value and 500,000tonnes in
terms of quantity. Within the past one decade, the international trade in spices has grown by
leaps and bounds. As estimated 500.000 tone of spice and herbs values 1500 million US dollars
are now imported globally every year. An impressive 46% of this supply comes from India.
India’s exports and spice extracts have made spectacular growth attaining over 50% of the global
market within a short span. At present India produce around 2.5 million tones of different spice
valued at approximately 3 million US dollar, and hold the premier position in the world. Because
of the varying climate suitable for the spice cultivation almost all spices are grown in this
country.
THE MANAGEMENT OF THE COMPANY
The Eastern group is managed by termed professionals and family members. From the very
beginning, Mr.M.E.Meeran has been the chairman and the Manager of the Company. In addition,
Mr.Navas Meeran, Mr Firoz Meeran, Mr.S.M.Mohammed and Mrs. Nabeesa Meeran hold the
Board of Directors. Besides, there is an administration office working at Ernakulam for its
accurate administration. As head of administration, there is a Chairman and below a Vice
chairman.
PRODUCTS
Eastern processes and manufacture Spices and blended spice powders. Spices are procured from
the finest plantations in Kerala, India.
DIRECT POWDERS
TURMERIC POWDER
CHILLI POWDER
CORIANDER POWDER
3. BLACK PEPPER POWDER
DIRECT SEEDS
MUSTARD
CUMIN
BIG JEERA
MEETHI
BLENDED CURRY POWDER
RASAM POWDER
SAMBAR POWDER
PICKLE POWDER
FISH MASALA
CHICKEN MASALA
MEAT MASALA
BIRIYANI MASALA
GHARAM MASALA
KABAB MASALA
PICKLE
MANGO
TENDER MANGO PICKLE
GINGER
GARLIC
LEMON
DATES
PRAWN
MIXED VEGETABLE
Outsourced product
Company outsource the manufacturingprocurement of the following product.
TAMARIND
RICE PALADA
COCONUT
GINGELLY OIL
4. ORGANISATION CHART
BOARD OF DIRECTORS
CHAIRMAN VICE CHAIRMAN VICE PRESIDENT (OP) DIRECTOR - TECHDIRECTOR -F&A DIRECTOR- P&O DIRECTOR- IT
EXECUTIVE COMMITTE
HEAD-PRODUCTION HEAD-PROCURMENT HEAD-MARKETING HEAD- ENGG&TECHNICAL CFO COMPANY SECRETARY
FINACE AGM
CONTROLLER Finance
DY
ASST MANAGER MANAGER
TAXATION ACNTS
SR MANAGER MANAGER SR MANAGER MANAGER
MKTG HR & ADMIN PRDN ASST
EXPORTS
MANAGER
OFFICERS
SR PROD.
MANAGER OFFICER- SUPERS
MKTG HR OFFICERS
KERALA OFFICER OKKAL ASST
EXPORT OFFICERS MANAGER
ASST UNIT PRODUCTION
MPD
MANAGER SR MANAGER
MAINTENANCE
MANAGER
SR.SALES SR OFFICER
-PPC
OFFICERS PURCHASE
DY
MANAGER WORK
MANAGER
TECHNICAL SHOP IN
SR OFFICER ELECTRICAL
SALES TEAM CHARGE
PPC OFFICERS-IT
ASST MANAGER
OFFICERS- PPC MICROBIOLOGY
PRDCTN TEAM
SR OFFICR
TECHNICAL
5. EASTERN GROUP OF COMPANIES SISTER CONCERNS
Eastern Group of Companies is a group of companies with diverse interests and a
world leader in Indian spices. Eastern has ventured into various areas like tyre retreads,
mattresses, garments, packaged foods, mineral water and public school and has many more
projects in its dream. The detailed description of each company is given below;
1. Eastern Curry powders
The company has provided their consumers with consistently high quality powders and
blends. Eastern Condiments operates from two modern factories situated in the Western Ghats of
South India
Natural Spice Powders
Eastern turmeric Powders
Eastern Chilly Powder
Eastern Coriander powder
Eastern Black Pepper Powder
Eastern Curry Powder
2. Sunidra Mattresses
Sunidra mattresses Pvt.Ltd. was set up in 1999 to manufacture rubberized coir mattresses
with a state of the art factory in Thodupuzha. The popular brand of rubberized coir mattress
manufactured by Sunidra Mattresses Pvt.Ltd.is slowly growing to be a market leader in the
country. Sunidra has own the ISO 9001-2000 certificate.
3. Eastern Aqua minerals
Eastern Aqua Mineral, a recently launched company was set up in the year 2002.Eastern
Aqua Mineral entered the area of packaged drinking water with the state of srt plant located at
Eranakulam district. Eastern packaged drinking water of highest purity standard, high quality
6. with control, 1286 testing facilities and quality product with international standards. It is
available in convenient sizes. Eastern packed drinking water is also priced attractively in keeping
with Eastern’s view of bringing high quality products to the common man at the right price.
4. Eastern Public School
The Eastern group entered the area of education with the getting up of the Eastern Public
School. Mrs. Nabeeza Meeran has been the Principal of Eastern Public School. This school
ensures a high quality education from kindergarten to primary levels with C.B.S.E syllabus
providing all the residential facility residing at the heart of Idukki District.
5. Eastern Treads Ltd.
Eastern Treads Ltd. Is a public company engaged in the manufacturing of quality
procured tread, cushion, bonding gum and black vulcanizing cement. Its branches all over India
have been showing consistent high performance and growth. The factory has annual turnover of
12 crore and it is located at Oonnukal, Kothamangalam. The company has a processing capacity
of 12 tonnes of cold rubber per day with nation wide market network.
6. King Richard Shirts
King Richard, a brand of men's wear from Eastern Clothing Company was set up in
1999. This brand was targeted at middle class. King Richard Includes all the trends of colour
combinations and designs of fashion shirts and trousers with a view to meet the aspiration of
working class with a quality ready wear at responsible price in the international styles. This
brand usually comes out mostly formal and casual styles; but also makes small numbers of semi-
casual styles.
7. PRODUCTS
Eastern manufactures a wide range of masala’s like the direct powders, direct seeds,
blended curry powders and pickles. The company has provided their consumers with
consistently high quality powders and blends.
All its products are packed in flavor lock packaging system.
The company also produces packages in various sizes starting from 7gms, 10gms, 25gms,
50gms, 100gms, 500gms, 1kg and even the family pack of 5 kg.
Eastern is the first company in India and second in Asia to get the ISO 22000
certification issued by Food Cert BV Netherlands and accredited by RvA, the first
body in the world for food safety accreditation. Eastern got ISO 22000 for food safety
in September 2005.
Eastern Condiment p ltd is committed to supply safe and hygienic spice powder, masala
powders, pickles rice and coffee powder to our customers through control of food safety
hazards in the raw materials using greatest process technology maintaining hygiene and
sanitation conditions, practicing personal hygiene system to the expectations of our
customers by complying with statutory and regulatory requirements.