Marketing Strategy of Spices

abhishreshthaa

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OUR COMPANY

Introduction

Hindustan Unilever Limited (HUL) is India's largest fast moving consumer goods company, with leadership in Home & Personal Care Products and Foods & Beverages.


Unilever's mission is to add Vitality to life. We meet everyday needs for nutrition, hygiene, and personal care with brands that help people feel good, look good and get more out of life.



The mission that inspires HUL's over 15,000 employees is to "add vitality to life". With 35 Power Brands.



Heritage spices

Heritage spices is the range of spices under the HUL brand. It has been serving the Indian market successfully for the last three years. Before this, our brand did not consider diversifying because it was strengthening its hold in the domestic market.


But now with a good customer base and goodwill in the market, we have decided to launch our product internationally.


The reason why we chose spices for diversification is because out of the total spices being used in the world, India exports 47%; its value going up to 60%.



WHY MALAYSIA


CONDUCIVE BUSINESS ENVIORNMENT


It imports spices on a large scale. There is a greater demand for Indian spices. The population of Malaysia is 27544000. Its density is 82 per sq.km the population consists of 62% Malays, 24% Chinese, 8% Indians.


Malaysia has many kinds of restaurants almost everywhere in the cities and towns. There are Malay Restaurants, Chinese restaurants, Indian Restaurants, Thai Restaurants and more. Eating out in Malaysia is a real gastronomic adventure.


There is such a great variety; spicy Malay Food, a seemingly endless variety of Chinese food, exotic cuisine from North and South India, as well as Nyonya and Portuguese Food. Popular Malaysian dishes include satay, nasi lemak, rendang, roti canai, murtabak, laksa, chicken rice, and fried noodles. Western cuisine is also easily available. In addition, international fast food chains operate in major towns side by side with thousands of road side stalls and food bazaars.




Malaysia presents a very good opportunity for the market of spices.
GDP- $313.2 billion
Per capita-$12,800





SEGMENTATION

GEOGRAPHIC

The population of Malaysia is 27544000. Population distribution is uneven, with some 20 million residents concentrated on the Malay Peninsula. Malaysia has extensive roads that connect all major cities and towns


There are seaports throughout the country. The major ports are Port Klang and Port of Tan Jung Pelepas. Airports are also found throughout the country. Kuala Lumpur International Airport (KLIA) is the main airport of the country.



International telecommunications are provided through submarine cables and satellite.
Because of the favorable transport conditions and communication facilities Malaysia becomes a prime centre of export of spices.




BEHAVIOURAL


FOOD HABITS



• Malay Food
The traditional culinary style has been greatly influenced by the long-ago traders from neighboring countries. Malay food is often described as spicy and flavorful...



Chinese Food
Steamed seafood dumplings with shark's fin, steamed soft noodles with shrimps, steamed crabsticks stuffed with fish paste, deep-fried dumplings with salted eggs and red bean paste...



• Indian Food
Spices are the heart and soul of Indian cooking...



• Hawker Food
Hawkers selling food, fruits or drinks in push-carts or mobile stalls are a common sight around the country, especially on Penang Island...



Nyonya Food
Nyonya food, also referred to as Straits Chinese food or Lauk Embok Embok, is an interesting amalgamation of Chinese and Malay dishes...




• Breakfast
The nasi lemak, which is rice cooked in coconut milk and flavored with cloves and pandan leaves, is an all time favorite...




4 P’S
PRODUCT

Garam masala

Garam' means 'hot' and 'Masala' means 'spices', the spices in this mixture were used to 'heat' the body according to the ancient ayurvedic system of medicine.
It is a traditional blend of aromatic spices from a secret recipe used since the days of the Raj. Garam Masala literally means mixed or blended hot spices.




Garlic Powder

One of the most commonly used spices in world cuisines. Ground Garlic is a useful alternative to fresh garlic. .Garlic is native to central Asia, but its use spread across the world more than 5000 years ago today, many think it bolsters the immune system, thus improving health. Regardless of its health benefits, garlic is popular in numerous cuisines. It is found in pasta sauces, stews and soups, mixed with oil and vinegar and Italian spices to make salad dressing, used in marinades, or mixed with herbs and rubbed into poultry, pork or beef before cooking.



Chilli

The highly pungent 'Guntur' and the mildly pungent 'Byadgi' chillies are internationally recognized as the finest in quality.
Chillies are a great source of vitamin C and good for digestion.




Turmeric

The use of turmeric as a colouring agent in food and dates back as far as 600 B.C. In medieval Europe, turmeric was known as Indian Saffron. India is the world’s leading producer of turmeric. The well-known varieties are `Allepy finger’ (from Kerala), `Madras Finger’ and `Erode turmeric’ (from Tamil Nadu).




CORIANDER

Coriander has a flavour which combines lemon and sage, with a sweet-note as undertone. It’s a cooling spice. The Greek and the Romans thought it to be an aphrodisiac. By the third Century B.C the Romans knew it was an excellent seasoning for food.




CUMIN SEEDS

Cumin seeds has a penetrating musty, earthy flavour. It’s a cooling spice. In the middle ages, cumin was believed to keep lovers faithful and chicken from straying. More recently, cumin has become popular because of its use in Mexican cooking.



CLOVES

Cloves have an astringent, sweet-hot, fruity flavour that leaves a numbing sensation in the mouth Cloves were the most prized of all spices to the western world. Columbus and Magellan and other explorers sought it in the age of discovery. Karnataka, Tamil Nadu and Kerala are the main clove producing states



SAFFRON

Saffron has a pleasantly bitter flavour. It’s a cooling spice. It is one of the most expensive spices in the world. 225,000 stigmas of the crocus flower go to make one pound of saffron. The Greeks and Romans used saffron to perfume their baths. Saffron is also useful as a dye.
Indian saffron is cultivated chiefly in the Jammu & Kashmir valley. Moderate climate, organic-rich soil, excellent drainage in the valley make Indian saffron superior to its foreign counterparts.




PLACE

Malaysia population is mainly concentrated in Malaya peninsula and it has been a centre of trade for centuries. So our main focus is to launch product in regions like Kuala Lumpur, Georgetown, Ipoh, Johor Bahru, penang, Alor Star, Malacca Town, and Klang.



PACKAGING

Our success story as a brand lies in the fact that we have never compromised on quality standards. As the undisputed King of Indian Spices, we only deliver certified products



As all spices are organic, food fungus tends to set into them easily. The spice powders are desiccated, i.e dehumidified and dried by heavy dehumidifying machinery and then put into air and water tight plastic bags after being carefully weighed .



Our emphasis has always been on "A" Grade quality raw materials, that are meticulously inspected from the country's best fields. The cleaning , roasting and blending is carried out in a fully automated plant. We have our own Quality Control laboratory for the scrutiny of quality. The quality of raw materials, proportions, blends must meet the authentic standards set by the company.



The glass jars are sealed in hi-tech well sanitized and sterilised laborataries, taking care of all the guidelines set by the Food and Drug Administration. The hygeinic measures taken maintain the standards of cleanliness and purity. The spice handling is untouched by human hands and the sealing of the glass jars is done under the supervision of experienced laboratory technicians.




The cardboard boxes in which these jars are put in are well packed by our Hi-Tech machinery. These attractive looking boxes have the picture of the spice used in meals with the directions for use. Contents are generally mentioned on the sides and the back of these cardboard boxes. The shelf life ranges to years if the contents are stored and preserved properly.


Our unconditional concern for our customers has unanimously made us the " King Of Spices " in the domestic and markets . Suggestive inputs from our all India network and representatives at major world centres help us maintain the world class quality at all times.





PROMOTION

To tie up with the most reputed hotels of Malaysia like –
• Swizz Garden hotel

• Dersott Regency hotel

• New Millenium hotel

• Renaissance hotel

Promotion through retail chains throughout the place of launch.

Advertisements through media such as –
• News papers

• Magazines




DISTRIBUTION


The distribution system for spices is very complex, encompassing systems for finished product and domestic processing, shipping, and marketing. The most common channel of spice distribution in Malaysia is through retailer and wholesaler.



The figure below outlines the spice distribution setup
 
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