This document contains a summary of a pilot study conducted for M Industries Pvt Ltd. The study was conducted over 12 weeks in multiple phases to assess various aspects of the company such as its employees, distribution network, products, brand, CSR activities, and the promoter Dr. John Kurien. Primary and secondary research was conducted including focus groups and interviews with internal and external stakeholders. The first two phases focused on understanding employee and distributor perspectives. Further phases were to develop insights on new product development, brand promotion, CSR initiatives, and strategies for the promoter. The summary outlines the research methodology and timelines to provide a high-level overview of the objectives, approach, and expected outcomes of the pilot study.

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Pilot Study for
M Industries
Pvt Ltd
201
201
This document contains details of the Background (Client and Agency), Factors,
Circumstances, Preliminary Analysis, Methods Overview for Future Actions; plotted for
Melam Industries as per brief from its ……………………..on…………………
Comprehensive Summary of Details
by Jyothy G Krishnan

2. 1
A combination of personal alacrity and tenderness for fellow beings sowed the foundation for a beautifully equipped thought – Melam, in the year
1992 .The brand initiated as a path breaker, by formulating dried curry powder as opposed to the trend of plain powdered spices market of the time.
The pivotal role of a legend in Indian Culinary Art- Mrs. Thankam Philip; along with the business acumen of the founder Dr. Kurien John
Melamparambil, saw the rise of a new empire.
Melam brand was unique for the position it envisioned of the society. More than a corporate venture, it took the shape of a money churner for the
much needed fellow beings and hence while CSR activities now a days is used to promote brand; this brand stood for selfless activities never
promoted explicitly; deeply respecting the values it stood for. From a meager 10% of his income, today more than 50% of the profit of Melam, is
used through an effectively conceptualized process towards financial assistance to counter the growing expenses of medical treatment.
The void formed by the sudden demise of his father led Mr. Kurien John, to think on the profound effect of diseases on lives, and sooner he acted for
the benefit of lakhs of patients struggling to meet the rising expense of treatment through his Charitable Foundation in the name of his Late Father,
from whom he learned the worthiness of compassion. In his search for funds for the many in distress, he left the comforts of a prestigious job in a
leading daily and started Melam Industries. Today through the elected representatives of the state, he reaches out to lakhs of ailing people through
associations with almost 1000 hospitals.
For his relentless social commitment the Government of India awarded Padmasri in the year 2000. Dr. John Melamparambil, devoid of the nitty
gritties of a business persona, remain in the hearts of the many whose life took positive turn due to his services. His motto being – “the most
important need for any man is physical and mental health; food, shelter and water would follow...”

3. 2
Today Melam & Dr. John Kurien has reached a stage where their necessity to grow together, is facing a tough challenge from the competitive market
place, as well as from the ever rising requirements of the needy. The market place has become extremely competitive with new entrants and global
companies vying for a pie of the growing market. Similarly, as costs rise and awareness about his acts of kindness spread, the pull for the
concentrated time & efforts of Dr. John Kurien also has increased manifold. He has reached the stage where he wants to turn himself to societal
needs and desire to serve them better.
In an era of degrading human values, brands like Melam and people like Dr. Kurien John would sustain values and be symbolic representatives for
the coming generation. Dr. John Kurien wishes that the brand Melam and his Charitable Foundation be nimble, and adapt to the new realities of the
market and the society at large. The broad set of objectives that emerged out of a discussion with Dr. Kurien John is listed below
 This report looks into the prospects of reinstating Brand „Melam” as a market leader in condiments‟ industry- Focus Kerala
 As the first company to introduce powdered curry combinations in Kerala market; it peaked sales chart till year 2011. Increased competition
and multiple internal reasons saw decline in brand popularity
 The company was known for its product inventions, quality and market strategies' and alliances during its heydays
 Interestingly even with least marketing activities, the recall value of Brand remains concrete among consumers, even under stiff competition
and hence current revival activities a timely interference towards regaining brand identity and sales
 The study thus looks at the existing market condition and outlines the overall activity list as well as details on the initial phase of this
multistage activity
 The entire gamut of activities to revive and restructure brand can only be effectively sketched in multiple stages as research feedback from
initial phase is highly essential to strategize future game plan
 The project aims at a comprehensive restructuring of Brand Melam, its product line, distribution channel, employee sensitivities,
organizational culture and should sketch in detail its brand promotion and launch nationally as well as improve global usage patterns. The
emphasis should be given to its image vîs-á-vîs CSR activities and also promote the activities of Dr. Kurien John to facilitate higher return for
his social commitments.

4. 3
Despite a decline in the total export of the country, Indian spices export have been able to record overwhelming gains in both volume and value in
Rupee terms. It created a record growth of 22%, registering an annual average growth rate of 21% in value and 10% in volume in last five years,
commanding a formidable position in world spice trade list.
During year 2012-2013, a total of 6,99,170 tons of spices and related products valued at Rs.11171.16 Cr has been exported from India accounting for
22% growth in volume and 14% growth in rupee value compared to previous year. As compared to the expected target during the period, spice export
accounted for 124% increase in quantity, 136% in Rupee value and 134% in Dollar value maintaining the country as foremost player in the spices
market.
 The prospects of food processing industry is growing exponentially due to changing lifestyle requirements. The demands of modern living
puts intense pressure on women to multitask. Juggling with her home and work duties see her depending on easier ways of handling cooking
and home management.
 Increased disposable income as both partners work, create ample space for consuming quality, high end product by a educated, health
conscious mother
 Division of duties among both partners put easy mixes, masala‟s, paste‟s , sauce/jam, pickles in forefront of buying basket to create
convenience for men who cook
 A growing middleclass with exposure to international brands and foods open avenues for trial of sauces, salads, dressings and condiments
market
 Education also have created awareness among consumers about the trends and facts of quality, organic farming etc. and premium pricing and
high quality products are in demand
 While the higher income spectrum is demanding quality, the lower income sessions in society is price sensitive however open to experiments
for new and varied taste buds, as shown by the increasing presence of international brands and foods
 As more and more family get into working space to sustain increasing demands, the need for ready to eat food additions in their shopping list
is in leap
 A growing population of bachelors and single males who take up to self cooking also opens new consumer niches
 Easy, tasty, time saving, high quality, Organic, innovative foods are the mantra of educated working class, while experimentation and optimal
pricing‟s, the buzz of low income trend setters

5. 4
 Melam was the market leader and to great extent lone player during its inception in the year 1992
 However the prospects of the industry attracted many and soon the market was crowded with small to large players of which Eastern was the
prominent name
 Today the market witness sporadic growth of new/existing players like Nirapara, Eastern, Kaula, Brahmins, Double Horse, Devon (Regional
Players) Everest, MTR, Catch, Badshah, ITC (National Players), Knorr, Maggi (International Players)
 The experiments with various categories and length and depth of product varieties is phenomenal, catering to every possible consumer
requirement
 Sustainability equations in current competitive and highly lucrative market would depend on adherence to quality, high investment on R&D,
new products for niche markets, high brand recall, visibility and pricing strategy
The trends in market is pushing competitors hard to innovate and bring on board distinct product categories and varied taste offers. The product
segments are being experimented on and new additions introduced frequently to claim consumer attention. Broadly the main segments are
 Plain Spice/Grain/Cereal Powders - Chilly, Coriander, Atta, Rice, Ragi etc.
 Masala Mixes (Veg/Non veg) - Tandoori, Fish, Biryani, Chena, Chole, Pickle etc.
 Ready to Eat - Payasam, Gulab Jamun, Paneer Palak etc.
 Pastes - Ginger, Garlic, Chilly etc.
 Pickles - Fish, Prawns, Chilly, Mango, Lime etc.
 Sauces/Soups - Tomato, Chilly, Oyster, Chicken Soup, Veg Soups etc.
 Jam/Fruit Base - Mixed Fruit, Strawberry, Jellies etc.
 Instant/Easy Mix - Coffee, Desserts etc.
 Snacks/Fried - Wafers, Potato, Chips etc.
 Frozen - Potato, Cutlets, Dairy Supplements etc.
To name a few, and multitude of variants and sub segments for each of these making this industry hugely consumer centric, innovative, niche/mass
players.

6. 5
Given the holistic nature of the project, it has been divided into multiple phases, each complete in itself, and with a set of deliverables which would
flow into the subsequent stages. This also gives the client the flexibility to customize the study as we go along, basis the results that each stage throws
up.
To cover the entire spectrum, the project has been divided into multiple buckets. Each of these buckets aim to fulfill a targeted requirement of the
promoter, and contains a mix of Market Research as well as significant strategic inputs.
Each of the subdivisions have specific research modalities which attempts to unravel specific questions. These modalities that are followed for each
of subdivisions are detailed in the next slide. The final report would also have the major learning‟s, as well as the key recommendations from the
learning‟s of the research and from external resources.
All these activities would incorporate optimally the existing platform and revamp it to suit the brand image and organizational
restructuring and culture being developed. Existing platforms especially online media – websites, FB pages,
twitter/instagram/pininterest/YouTube activities would be changed to suit the company profile. Existing product designs, organizational culture,
policies, etc. should be appropriately changed.
Employee
& HR study
Distributors &
Stakeholders in
Distribution
Organisation
Breadth,
Relevance,
Quality
New Product
Development
Product
Brand
Evaluation
Brand
Promotion
Brand
Systems
Evaluation
Social Returns
Assessment
CSR
Brand Rub off
PR
Promoter

7. 6
Learning current organizational
structure, employee sensitivity,
road map for future, initiate
employee recruitment
Research on current employees,
prospective employees, plan and execute
HR policies
Research- mix, projectives, FGI‟s,DI‟s; and strategy
formulation
Learn current network scenario,
competitor observation, market
feedback
Redress and formulate new strategies,
policies where needed basis company
policies
Research – quali/quant; and strategy formulation
Learn the depth and breadth of
product, product suitability to
various markets, discuss expansion
options, devise R&D requirements
Research on current product
acceptance/image among consumers,
channel partners; learn taste preferences,
connect with new generation
Research – mix, consumer, channel partner researches
basis taste tests, product feedback tests, gauge
packaging dynamics, design entry strategy. Use expert
panels and reviews from experts for augmenting
product value
Develop new combinations for
better market penetration, learn on
market dynamics and promotion of
existing products
Basis previous research base
conceptualize methods for promoting
existing product and initialize new
product development for national launch
basis national researches
This stage would have extensive taste tests and package
dynamics analysis and research and design followed by
pilot test in selected locations. Expert panels and
consumer panels would be set to monitor and suggest
appropriations
Brand equity study and developing
promotional plan
Evaluate brand attributes with various
stakeholders and analyze the same with
competitor platforms
As part of previous researches conclusions on brand
derived would be plotted to get insights on brand value
brand image
Devise promotion plans and
utilization of various
communication platforms
Sketch activities to plan and execute
promotional plans through selected
platform basis future brand projection
strategies‟
This stage includes developing
ads/banners/promos/PR/online initiation and at each
stage would categorically use research support for
market feedback to reduce errors
Outline current CSR activities,
literature review, PR for
fund/activity mobilization
Focus on promoting positively the CSR
efforts to build brand image
This stage would define CSR objectives, orient events
and activities to promote higher reach vis-à-vis Brand
Persona of Dr. Kurien John
Define his stand, social
commitment responsibility and
execute
Focus on promoting his works, creating
identity and enhancing mobilization
efforts
Literature/work reviews; presentation, background
smoothening, creating platforms

8. 7
The project would be phased across the 5 key buckets on a milestone linked manner.
The activity specifics proposed for Phase 1 is given in the next page. After this stage the schedule and time span would greatly depend on the
strategies plotted after initial two phases – employee, channel partners and consumers, experts. The field work and activities in both phases can be
conducted concurrently employing more resources for results to be of shorter span basis client discussion. Construed on the findings of these initial
researches further decision should be formulated on
Product strategy/creating newer additions
Packaging Strategy/evolution of new models
Consumer Engagement/Communication Modes
Positioning Exercises
Branding Diligence
CSR interface and optimization
1.1 Organisation
1.2 Distribution
2.1 Product Portfolio 2.2 New Product
Development
3.1 Brand Evaluation
4.1 CSR - Systems
3.2 Brand Promotion
4.2 CSR - Returns
Assessment
5.1, 5.2 - Promoter -
Brand Rub off & PR

9. 8
Respondent Profile Activity Specifics Total Number Remarks
Sales and Marketing
Employees
Focus Group 1 Gauge Perception, to include cross sectional age and position
and region
Finance/HR Focus Group 1 Gauge Perception/policies/across section
Production Focus Group 1 Workers/laborers from various units
Senior Professional
from various
departments
Depth Interview 10 Either direct/telephonic to gauge response
Respondent Profile Activity Specifics Total Number Remarks
Distributors Depth Interview 5 Gauge field reaction across high-medium-low sale areas
Distributor Salesmen Depth Interview 5 Gauge concerns and practices
Retailers Observation and Depth
Interview
9 Cross sectional Supermarket, Wholesaler, General Store across
three sale spectrum
Respondent Profile Activity Specifics Total Number Center Remarks
House wives & working
women married (25-45yrs)
Focus Group 3 Attingal, Kottayam, Kannur Gauge perceptions across high-
medium-low sale belts
Bachelor men and working
women unmarried (25-
35yrs)
Focus Group 1 Kochi Gauge trends
High, low, medium income
couple (25-45yrs)
Depth Interview 6 Trivandrum, Mavelikara,
Cherthala, Palghat, Kasargode
Gauge buying/decision behavior
within family
**The consumer pool to have equal representation of various religion for uniform response.

10. 9
Snapshot of various activities across above mentioned specifics and approximate time span for completion of first two phases, that should lay the
foundation for further strategic contemplation is given below. The use of external resources and out sourcing in some key areas could mark deviation
in expected outcome period.
*Pre Research Activity – include designing of research pool, identifying groups, developing and finalizing questionnaire basis research
modalities, scheduling meet ups and conduct of activities to record responses, background field activities like venue booking, recording, gifts and
hampers, invites, travel and stay arrangement of company and consultancy representatives etc., employee skilled labours for translation,
moderation where required etc.
**Research day activities – include field activities to ensure attendance of respondents, complete recording of entire activities, managing venue,
transportation of company and consultancy representatives, conduct of activity (interviews, tests etc.), dispersing respondents and ensuring pay,
closing activities, distributing post works like transcription of data for analysis etc.
***Post Research Activities – include transcription, collection, pooling and labeling of data; dispersing data for respective analysis, analysis
sessions, preparing presentation, and scheduling presentation of findings
****Post Findings – post findings the consultancy would mark way forward and during presentation this would go for consent to the company
representatives. On acceptance of consent further schematics would be sketched

11. 10
SERIAL
NUMBE
R
(SN)
ACTIVITY
ORDER
OUTCOME EXPECTED APPROXI – TIME SPAN IN WEEKS SCHEDULE REMARKS
1 2 3 4 5 6 7 8 9 10 11 12
1 *Pre research
activity
Recruit respondents
Annex -1
Start Date – within week
of signing contract after
proposal acceptance
2 **Research
Activity -
Employees
Observing & capturing
employee perceptions.
Annex -1
Immediately on
completion of SN-1
3 Research -
Distribution
Capture logistics
perspective, Annex-1
Concurrently or later as
per field schedule to SN-
2
4 ***Analysis Strategic Points, Annex-1 Post field pack up
5 ****Presentation Comprehensive
presentation with
findings
Date fixed basis client
consent
Total Expected Time 3 months The period for be adjusted basis field efficacy in scheduling respondent time.

12. 11
SERIAL
NUMBE
R
(SN)
ACTIVITY
ORDER
OUTCOME EXPECTED APPROXI – TIME SPAN IN WEEKS SCHEDULE REMARKS
1 2 3 4 5 6 7 8 9 10 11 12
1 Pre research
activity
Recruit Respondents, Prepare
research design/questions Annex -1
Start Date – on
acceptance of Phase I
PPT.
2 Research
Activity -
Consumer
Observing & capturing perceptions.
Annex -1
** Immediately on
completion of SN-1.
3 Research –
Experts (Delphi
Method)
Capture product specifics, Annex-1 ** Concurrently or later as
per field schedule to SN-
2
4 Analysis Strategic Points, Annex-1 Post field pack up
5 Presentation Comprehensive presentation
inclusive of findings
Date fixed basis client
consent
Total Expected Time 3 months The period for be adjusted basis field efficacy in scheduling respondent time.

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