I have chosen the brand RADHUNI which is a brand of
SQUARE Consumer Products Ltd. And this brand has a wide variety of products.
These are – RADHUNI powdered spice, RADHUNI Kheer Mix, RADHUNI Halim Mix,
RADHUNI Meat Curry Mix, RADHUNI Kabab Masala, RADHUNI Fish Curry
RADHUNI’s mind share, heart share, and market share
are in the highest position in its industry. ”RADHUNI” has successfully made
awareness build up. Almost everyone mentioned the name of “RADHUNI” when are
asked to name a brand of this kind. “RADHUNI” has just finished its
introduction stage in the product life cycle (PLC) and it is now at the
beginning of the growth stage in PLC.
As RADHUNI is leader in the market, it has a high growth
rate and its relative market share is also high. Have a look on the table
where Radhuni brand stands.
Figure- Market Share of RADHUNI
“RADHUNI” is leading the market with
a variety of products. “RADHUNI” has almost every items of cooking starting
from turmeric powder to spicy mixed powder for meat, fish, chotpoty,halim,
kheer, and even pachforon.
Though the market has already got
some competitors, “RADHUNI” is doing quite fine in the market. This has been
possible through its strong reputation for quality and trust. But the situation
has challenged the new entrants while the existing firms are having hardship to
increase or grab market share. Many companies are not getting the market share
because of their poor distribution coverage, advertising, sales promotion and
so on. Competitors pricing are relatively low compare to “RADHUNI.
VIPS:
Visibility
To stop the reader has started with the headline which reads
“Kano Radhuni KHATI”? Then have shown the illustration in a big shape,
sequentially have given the text in the last. Have neither used extreme
of texts nor said anything. Tried to put few relevant lines so that our
audiences do not get bored. To make it more visible to the audiences have tried
to show the brand name of Radhuni as whenever possible. To draw attention are
also very much selective in media space.
Identity
Have not only showed the logo of Radhuni but also showed the
packet of Radhuni to make the audiences clear about whom are, what
are advertising for, at the bottom of the ad have mentioned the company
name of our brand
Promise
The ad is organized in a way that it will make the audience
curious to read and watch the entire ad using of its “KANO” in the headline. It
will make the audience to be sloth.
Simplicity
Have tried to be casual and keep things simple. Everywhere,
from headline to the body copy, have used simple words. Have avoided
giving unnecessary information rather have given very specific information with
regard to our products. Have tried to stick with one selling idea which is “PURITY”.
Our headline says “Kano Radhuni KHATI”? Have analyzed this question
from the very first line of the body copy.
Have finished with a summary statement…………………………………………………………
Valo Khan, Valo Thakun- Radhuni valo Radhuni Kinun
Sale Promotion:
Sales promotion is crucial in attracting consumer. It can be
of directly or via the intermediaries. Sales promotion is important to increase
the sales. It is important to give incentives to intermediaries to make them
satisfied. Otherwise it will switch the brand. “RADHUNI” is giving retailers
and wholesalers various type of sales promotion like – give various types of
incentives.
Adding and giving more benefits to consumers is a way of
delighting them and make them to be loyal to the brand in terms of competition.
It suggests that they care for our consumers and other concern stakeholders as
well.
The reason why they have ranked TV first is it because it is
more important for us to reach their target market at the same time to fulfill
their objective. As their target market is large and may be newspaper is not
going to be an effective media to reach them. So they have decided to make
Radhuni's target consumer informed about any kind of change, gift, and
discount. They will let them know by sales promotion comes later because at
first they have to reach Radhuni's target market then to make them satisfied
and to retain them they must use sales promotion.
The Advertising along is not always enough to move their
products off store shelves and in the hand of consumers. Company should also
use sales promotion methods targeted at both consumer and wholesalers and
retailers that distribute their products to stimulate demand. To be successful
integrated marketing communication programs must include consumer and take
promotion that coordinate with advertising, direct marketing and public
relation camping’s as well as sales force efforts. The way it is important to
give reason to buy through advertisement, it is also important to give
incentives to by the products and that is why sales promotion is important in promotion
mix.
Targeting :
Initially for target the market will go for women who are
living in urban areas. In this case followed geographic segmentation and the
demographic segmentation as well. can be either housewives or service holders.
The causes behind of targeting urban women are -
First-The price
of the product, as the price of this product is a bit high which is only
affordable by the urban people. Because RADHUNI know that the people of urban
are relatively rich then the rural people.
Second-Use of quality
product, in this case urban people is more quality conscious then the rural
people.
Third-In urban
areas generally people are busy with various activities. So are very much
unwilling to buy raw spice and get bored of doing a manual process. In this
situation ready mix spice is like a magic for them.
Fourth-The people
of urban areas are not getting pure and quality powdered spice in the market.
So RADHUNI are assuring the people of urban that are giving them pure and
quality products. In this situation it will be a great way for the urban people
of getting fresh and pure powdered spice without any harassment.
Fifth - The
service holder women are very busy with their jobs and other activities have
limited time for cooking. So at this moment ready mix spice will be very much
attractive and convenient for them.
Sixth -Women can
easily avoid their physical blending process by using this powdered spice. This
will save their energy and time.
Problems
After analyzing the market their ad agency found some
lacking of RADHUNI brand which is creating barriers to grab a substantial
market share for this brand. These problems are -
§ People of our country still think that this
type of ready mix spice will not give them that taste what could have from the
powdered spice which make manually.
§ The Consumers are exposed to ads given by
some other companies
SOLUTION
§ In resolving this problem RADHUNI need to develop a
creative and effective ad which should be focusing on the attitude of the
consumers and change it accordingly by assuring more benefit from that of
traditional VANGANO MASALA. If RADHUNII can build an ad which contains a
massage, through that people can understand this product will meet their demand
and this brand will give them more than what can get from the traditional
VANGANO MASALA.
§ RADHUNI have to make an ad which must be more
creative and more effective then the competitors. In this way RADHUNI can
attract our target consumers and make them aware about Radhuni brand.
References
https://www.youtube.com/watch?v=CMyREgJUUc0
http://www.squareconsumer.com/
http://www.squareconsumer.com/radhuni_home.php
http://www.scribd.com/doc/66243313/Square-Consumer-Products-Ltd
http://www.squareconsumer.com/corporate_history.php
Yes I agree that people of our country have negative points of view in ready made spice. That's why still a lot of people don't buy powder spice. So they need to do some creative communication.
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