GROUP ASSIGNMENT

ON

SUBMITTED TO
Prof. Rajeev Kamble
BY
GROUP 3
PHALGUNI BANNERJEE (2012203)
RAVI KUMAR (2012238)
RICHA SHARMA (2012240)
SACHIN LUTHRA (2012251)
SACHIN MITRUKA (2012252)
ROUNAK SINGH VIRDI (2012260)

EVEREST SPICES
Everest Spices is an Indian manufacturing company which has been evolving since last
45 years. It mainly deals in ground spices and spice mixtures. Its market is not only India but it
also caters to market like US, Middle East, Singapore, Australia, etc where target customers are
non resident Indians.
It has won trust of the most consumers by winning Super brands status three years in a
row in 2003, 2006 and 2009. It also won FMCG Consumer Reaction Award. Everest started
began advertising aggressively on the television in 2003, and by 2005, it had 30% share of the
branded pure spices market in India. According to the 2007 study, Everest was India's largest
spices brand based in Mumbai. More than 20 million households used Everest spices regularly.
The brand was stocked by 400,000 outlets in more than 1000 towns across India. More than
3.705 billion packs of Everest product were sold each year. There were more than 42 blends
under the Everest brand name.
Everest serves various categories:
1. Ground spices
2. Spice mixtures
3. Herbal beauty care
4. Natural Health Care
5. Table top sprinklers

In these categories various variety of products are sold in different SKUS so

that they can be consumed and cater to different necessities of the Indian
kitchen. Given the diversity of India's consumers, blending a masala is both,
a science and an art. It has to achieve a taste that meets the specific taste
demanded by a particular ethnic or regional group. Spices known for their
colouring, thickening, souring, and pungency properties are often added
achieve masala blends that are specific to specific tastes of communities
from various regions and ethnic groups. Further, many herbs, pulses and
fresh spices are also added for their "cooling" and "nutritive" properties

to masalas. It is this complex blending of many spices that distinguishes

Indian cuisine from others.

In Ground Spices:
1. Three variety of chilly powder. Namely,

9. Pani Puri Masala

a. Tikhalal

10. Sabji Masala

b. Kashmiri chilli powder

11. Kitchen King Masala

c. Kutilal

12. Jaljira Powder

2. Turmeric Powder

13. Shahi Garam masala & Royal Garam

3. Coriander Powder

Masala

4. Black Pepper Powder

14. Rasam Powder

5. White Pepper Powder

15. Tandoori chicken masala

6. Cumin Powder

16. Meat Masala

7. Dry Ginger Powder

17. Egg curry masala

8. Dry Mango Powder

18. Chicken Masala

9. Kasuri Methi

19. Jiralu

10. Saffron

20. Fish Curry masala

11. Hing powder & Hing yellow powder

In Herbal Beauty Care:

In Spice Mixtures:
1. Everest Henna Powder
1. Kesari milk masala
2. Garam masala
3. Pavbhaji masala
4. Chhole Masala
5. Shahi Biryani Masala
6. Sambhar Masala & Super Sambhar
Masala
7. Chaat Masala
8. Tea Masala

Natural Health Care:

1. Jaljira Powder
2. Kesari Milk Masala
3. Tea Masala

Table Top Sprinklers:

Available in bottles only
1. Chaat Masala
2. Black Pepper Powder
PRODUCT CULTURE
Everest has striven to upgrade technology, improve production techniques, conduct research and
create attractive and modern packaging. It has spent considerable time and effort in improving
the distribution network so that the brand is on shelves in the shortest possible time, and what
consumers buy is the freshest product.
It has also outpaced competition by bringing in more blends and introducing new tastes to
different regions. In a way, Everest spice blends bring the palates and people of India closer
together.
Everest spices come in two forms: pure spices and blended masalas. The basic
ingredients are always sourced from regions where they are grown and are packaged in a way
that allows them to retain their true flavor and aroma. To create blends, Everest invests
extensively in researching traditional and authentic cuisines, evaluating cultural preferences and
quite simply following the evolution of changing tastes. The blends in the market which bear the
Everest legacy are a proud reminder that in an effort to capture and package the delights that
make Indian cuisine so agreeably international, the brand has left nothing to chance.

PRICING
The list shows the various price ranges of the different products by Everest.

Product Name

Size

MRP (Rs)

Everest Black Pepper Pwdr

50 gm

53

Everest Chat Masala Powder

50 gm

24

100 gm

44

500 gm

190

50 gm

26

100gm

48

200 gm

85

50 gm

31

100 gm

57

Everest Dry Ginger Powder

100g

48

Everest Dry Mango Powder

50 gm

32

100 gm

60

Everest Egg Curry Masala

50g

27

Everest Fish Curry Masala

50g

27

Everest Garam Masala Powder

50 gm

33

100 gm

60

200 gm

40

Everest Chhole Masala Powder

Everest Chicken Masala Powder

Everest Green Coriander Powder

500 gm

90

Everest Hing Powder (Asafoetida)

50 gm

42

Everest Jaljira Powder

50 gm

21

100 gm

40

Everest Kashmiri Lal Chilly Powder

100g

45

Everest Kasuri Methi Powder

25g

21

Everest Kitchen King Masala powder

50 gm

27

100 gm

50

Everest Kutilal Red Chilli Powder

100 gm

24

Everest Meat Masala

50 gm

31

100 gm

57

Everest Panipuri Masala Powder

50 gm

25

Everest PavBhaji Masala Powder

50 gm

30

100 gm

54

Everest Rajma Masala

100g

44

Everest Rajma Masala

50g

24

Everest Sabji Masala

50g

22

Everest Saffron

0.5g

99

Everest Sambhar Masala powder

50 gm

26

100 gm

42

Everest Shahi Biriyani Masala

50 gm

48

Everest Shahi Paneer Masala

50g

31

Everest Shahi Paneer Masala

100g

54

Everest Tandoori Chicken Masala

Everest Tea Masala Powder

Everest Tikkalal Chilly Powder

Everest Turmeric Powder

Everest White Pepper Powder

50 gm

28

100 gm

57

50 gm

35

100 gm

68

50g

12

100g

24

100 gm

20

500 gm

90

50g

68

PLACE
Distribution model
C & F Agent ---> Distributor ---> Retailers ---> Consumers
PROMOTION
Everest's unique selling proposition has been led by its philosophy that the brand must
strive to be the perfect blend of pure spices. To support and further this promise the company
exerts itself to source the finest raw materials, create blends that are as unique as they are
authentic and to evolve packaging that will retain freshness and aroma, longer. On the
communications front, Everest has successfully used the mother-child relationship to its
advantage. The emotional cue, Ma Ke Hathon Ka Swad, is a take-off from the well researched
and understood fact that most children, when they grow up, continue to pine for and remember
with nostalgia the taste of food, mother cooked. The woman in her various avatars mother,
daughter and wife is at the centre of Everest's communications. Her role is strategic. She
delights in cooking for her husband and draws great satisfaction in watching her children grow,

as they relish the dishes she doles out.To pay tribute to this exceptional woman, Everest
developed a payoff line, Taste Mein Best, Mummy Aur Everest.

BRAND EXTENSION
Saffron is the stamen of crocus flowers. Hundreds of dry stamens make a gram of saffron. It is
this that makes saffron so precious and attractive for adulterators. It is also the reason why
most people are circumspect in buying this very expensive condiment and look with a great deal
of suspicion when it is whipped out from under the counter. Everest was successful in
introducing saffron for two reasons.The first was that consumers had an abiding faith in the
brand; and the second was that the product it brought to the market was the pick of the harvest.
REGIONALISM LEVERAGING
Several other exciting launches in recent years have extended Everest's lead over
competitors. Its Super Sambhar Masala brought the original taste of increasingly popular
southern dishes to homes in other parts of the country; its Shahi Garam Masala allowed the hot
and tangy cuisine of Bengal to be re-lived in non-Bengali homes; the ubiquitous egg curry was
given a fresh appetizing taste by researching a favorite old recipe, while Everest's Fish Curry
Masala enveloped fish in a fine new blend of spices.
FACTS AND FIGURES

Vadilal Shah, the founder of Everest Masala, started his career as a shopkeeper in a 200

square foot shop.

Everest was the first masala company to introduce masalas in small sachets.
The first product to be launched by Everest was Milk Masala.
3705 million packets of Everest are sold each year. That's almost 705 packets every second.

MARKET STUDY BY THE TEAM

After conducting a study based on retailers and distributors in the surrounding areas, most
sold products that fall under the spice mixtures category and the most sold SKU is 50 gm. The
usual packs that are available in the market are of 15gm, 25 gm, 50gm, 100gm and 200 gm.
Some SKU of 500 gm are also available in Royal Garam masala, Kitchen King masala, chhole
masala, Kasuri methi, Chaat Masala, Tikhalal, Kutilal, Turmeric powder, Coriander powder and
Kashmiri chilli powder. Kutilal, Tikhalal, Garam masala and Super Garam masala are also
available in 1kg packaging. 4kg pack is available in case of Super Garam masala only. Also
Saffron is available in
1. 0.5 gms
2. 1 gms
3. 2 gms

COMPETITORS
As per the information gathered from the retailers in several areas of Nagpur, there are
several other local players available in the spices industries such as Waghmare spices, Suruchi,
Ambari, Queen, Suhana etc while other players like MDH, Catch, Badshah etc that are doing
good and giving head on competition to Everest. Local players like Suruchi and Ambari have a
very strong market presence in the local market whose unique selling proposition is there low
pricing. However bigger players like MDH and Badshah were more preferred by commercial
markets due to the higher margins given to them, ranging between 27 30 % as compared to 20 22% given by Everest and other companies. Everest is still the preferable brand for most of the
Indian household and its product like garam masala, chat masala, sabzi masala, meat masala are
the maximum selling products Indian market. In the different line extensions offered by Everest,

it was found that the small sachet products are in great demand by the Indian consumers whereas
lots of houses still prefer homemade spices.
BRAND PERSONALITY
Everest stands for aroma, purity and consistency. Perhaps, these are the most important
reasons why the brand enjoys a high level of loyalty with its consumers. Quite simply, over the
years, people have come to trust the Everest brand to provide them with the perfect blend of pure
spices. Or, indeed, help in creating food like mama made.
Segment: SEC B - A1, Tier 1, 2, 3 cities
Target: Everything revolves around housewife, mother, grandmother.
Positioning: The real taste agent for Indian daily food.
Also accepted in overseas

US

Middle East

Singapore

Australia

New Zealand

East Africa

The whole idea personality of EVEREST lies in the grounds of perfection.

Main focus on recipies which are in the favourite list and emerging recipies of the consumers,
plus creating authentic masala blends for them.
BRAND REJUVINATION

Everest masala packets are mostly bought for household purposes. Advertising in
magazines like Grihshobha, Sarita, Womens era Hindi version etc, can attract a larger

market as the readers of these magazines are mostly women of age group between 20 - 45

who belongs to tier II and tier III cities.

Company can incorporate separate shelf-space at stores as part of promotion and sales.
As a result of which the products will be displayed separately and bound the customers to
remain stick to the Everest products. This is suggested because during a study conducted
by the team, it was observed that none of the retailers or the wholesalers kept Everest
Masale in their store at a distance which could be easily seen. Mostly they were kept

inside in a store or somewhere down the shelf where it was not visible.
Everest can collaborate with different food stalls to serve customers in order to promote
Everest brand or it can have a separate food outlets with the name Everest Special at
food courts of several malls by selling dishes using Everest masales. This kind of effort

will surely help in promoting the brand and enhance brand personality.
In a similar effort for promotion, they can collaborate with cooking classes for ladies in
tier 2 and tier 3 cities. Here the teacher will be teaching the students various recipies and

when to be told about the masala used, suggestion would be Everest.

Main sponsor of TV soaps like Khana -Khazana which teaches viewers to make several

recipes.
Collaborations with hotel management institutes so that they can develop the name of

their brand on the minds of the future chefs.

They can take out plastic containers specially designed to keep spices at households
because spices cannot be kept in the paper packagings, once opened they have to be
stored elsewhere. The catch here is that even if the consumer buys some other brands
masale once due to what so ever reason, the consumer is going to keep it in that Everest
container and next time when the consumer goes to purchase again, he/she will look for
Everest only because it was kept in the container of Everest, facilitating top of the mind

recall.
Everest can collaborate with premier institutes or professors to develop case studies based
on company experiences in production, manufacturing, and distribution of its products as
well as cooking experiences related to their products. These case studies can then be used
by various institutions (basically hotel management) for their studies.

EVEREST SPICE EXPERIENCE

We recommend that Customers should be given Everest Spice experience. To build a

corporate visiting centre for the products. It should be opened to the public for tour and visitor
centre to educate the public on the process of spice manufacturing (till the packaging) as to
bringing the Everest spices products and brand to life. To add to this various competitions inside
it can be held and distribution of certificates to visitors who perform well can be distributed.
This will create the trust in visitors as people prefer more homemade spices and also the
brand loyalty could be reinforced.
Visitors can be:
Tour could be for Hotel management students for industrial visit
Coupons could be given by the shopkeepers to the customers for Everest experience

PACKAGING

Packaging improved: By using a zip.

It has been generally observed that small sachets and 100gm packets are used very fast and it
does not take more than a week to get over in households, but the bigger packs when once
opened there is no system present to keep them air tight as the packaging is such that they have
to be kept in a separate container. So the suggestion is to make zip pouches like the ones that
come for Haldirams bhujia. This will reduce the extra storage space used by the consumer and in
a way promote its usage in long run once user identifies it advantages.
Print on packaging should also be in Hindi
Another important observation by the team while market studying the product was that, in the
packaging (all SKUs) the information given was not in hindi but in English and Urdu. Only the
dish preparation was given in hindi. Therefore other information should be printed in hindi as
well so that consumers can understand.
Printing of woman and chef on the packaging
As the association Everest has always been with a woman throughout theyears. It has also shown
traditional halwais (now chefs) as a part of their adverts so another suggestion was to print a
n.ext-door, average looking, middle class woman on the smaller SKUs packs so as to develop
the connect while in the larger SKUs print of traditional chefs.
PRICING
Increased market penetration through slightly increasing its margin as its 20-22% for Everest and
27-30% for MDH, so the commercial market is captured by MDH. Therefore we would suggest
Everest to increase its margins to wholesalers from where the bulk purchasing of the commercial
sector is done.
PLACE

Placement of products at these 5 stages would certainly help in becoming the overall market
leader from the household market leader.
A + > At these places the company will have to push the product via its retailers and distributors
by increasing the margin.
A >It has been observed that at in tier 1,2,3 cities there are many multi apartment projects have
come up in recent years.100s of families stay in one apartments and there is only one small
departmental store in a complex, therefore targeting these complexes and the departmental store
will ensure 100s of families buy from the same outlet and that too only Everests product.
MARKET DRIVERS
Higher disposal income if middle class.
Availability at more outlets.

PROMOTION
While creating adverts the process to be kept in line with where the idea would be to show
woman power.

Show woman power : Throughout life. Unmarried girl (Demand of good food by the people
who have come to approve her for marriage) -> Married woman (Demand of good food by
husband) -> Woman with children (Demands of good food by children) -> Grandmother (The
whole family looks upto her for traditional good food)
Since the commercial market has never been targeted, the adverts should also be released with
chefs.

STRATEGIC AND FINANCIAL OUTCOME

Planning over developing new products and promoting brand using new and better methods will
help in capturing the market at a forefront. As we have seen and compared with its counterparts
that the same and better products can be developed.
Development of new products will lead for the company to start up with new inventories that
will lead to investment from its revenues. Initially the company may have to undergo
investments and use of its revenues for a period of time (say a quarter) then these products with
good branding strategies will help to capture the market and provide with equivalent and higher
growth in revenue in future.
Examples of products can be looked upon are like pickles in different flavors (capturing the
whole India) that we are proposing for the company as brand extension keeping with the original
value proposition.
Similarly, Papad in different flavors, tomato puree, ginger garlic paste, aam paana and Nimbu
pani are also brand extension for the company and strategically the brand name can prove vital as
even a small branding activity with same value proposition can capture the market easily. All
these examples can be looked upon as game changer for higher revenue generation in future
keeping in mind the brand value. Thus, financial outcome can prove to be positive as well.

In Pickles segment:
Market studies report Nilon captures the highest market with annual production of 30000 metric
tons of pickle with total revenue of Rs. 240 crore and annual growth of 59%. Everest should try
to capture atleast 10% of the market in its 1st year.

In Papad Segment:
Lijjat papad has an overall market share of 90% in India. Everest has to come up with extensive
branding strategies so that they can capture at least 6-7%of the market in its initial years.

In Ginger-garlic paste segment:

Dabur captures the highest market share in this product category. Everest with its value
proposition can work to break into this segment by capturing at least 10% in a year.