Professional Documents
Culture Documents
Appetizing Rice Circular For You
Appetizing Rice Circular For You
APPETIZING RICE CIRCULAR FOR YOU THE AMIRA FOODS NEWSLETTER VOL.32 APRIL,2012 ISSUE
Karan A Chanana
Chairman Amira Group
GOING GLOBAL IS A TANTALIZING PROPOSITION IN TODAYS MULTI-POLAR WORLD.WE AT AMIRA SEE OURSELVES AS GLOBALLY LOCAL"
Global retailing, the sheer diversity of customers can confuse the best of brands. Success in a global marketplace requires a fine balance of two essential capabilitiesa global approach to the business and a local view of the customer. While building a standardized approach, it is important to have integrated back-office operations to secure the economies of scale that can handle the complexities of selling in multiple markets. Even more importantly in such a customer facing industry, a view of the customer that leverages the core brand and offering in each local marketplace is important. Sharing an industry view point, Karan A Chanana, Chairman of the AMIRA GROUP comments- No longer is the world economy dominated by the United States, Europe and Japan. Countries like China, India and Brazil represent increasingly robust consumer markets. Emerging economies will account for more than half of global consumption by 2025, adjusted for differences in purchasing power. Emerging markets for many products and services already rival those of industrialized countries. China and India together will contain 123 million middle-class householdsmore than the total number of households in the United Statesall of them potential consumers of the retail industrys products and services. Seeing this positive trend of globalisation in the retailing industry, it has also led to opening of newer markets for products from different parts of the globe. Today consumers are willing to experiment change and taste preferences have become more flexible and adaptable to new choices. This is a tremendous opportunity which provides a huge platform for global manufacturers like us to showcase and present the best from ones homeland to different communities. Along with Brand owners willingness to market globally, the distribution platform has also become aggressive in reaching out to Global Communities. Both are realizing the need of the hour where the success route is through localization.
THE DECCAN GETS A TASTE OF THE PREMIER LEAGUE AMIRA GURU KA GURU AT METRO HYDERABAD
it was a Kamaal ka Promotion at METRO Cash & Carry, Hyderabad with a special promotion on AMIRA Guru ka Guru Basmati 5 kgs during the entire month of February 2012. The basic objective was Brand Building as well as Consumer Awareness ensuring maximum trials of the premier AMIRA Guru Ka Guru Basmati Rice. Visitors had the opportunity to sample the flavour and purity of both vegetarian and chicken biryani prepared by master chefs from the city using the exclusive AMIRA Guru Ka Guru Basmati Rice during the course of the promotion. The proof of the promotion was the overwhelming response from the customers resulting in excellent sales volume with the constant ring of the cash register.
3
AMIRA GOODLENGTH DAY TO DAY BASMATI PROMOTION AT EASY DAY ACROSS INDIA
AMIRA is proud of its association in the EASY DAY STAPLES MELA which commenced in the last week of March 2012. AMIRA contributed with a special promotion with AMIRA Goodlength Day to Day Basmati Rice. The highlight of the promotion was the wet-sampling activity during weekends with Biryani treats to ensure maximum trials and sales volume. AMIRA has pride of place at all the Easy Day stores to ensure brand visibility. Easy Day also provided support to Brand AMIRA with special advertisement in the press, radio, catalogues, instore signages and other pointofpurchase material.
THE FRAGRANCE OF AMIRA FILLS THE AIR AT BHARTI WAL-MART HEAD OFFICE
AMIR A invite for the sampling event The AMIR A Namkeens stall at the Amira Plant in Gurgaon The AMIR A Namkeen stall at the Corporate Office
The 7th of April 2012 was a day of flavour and taste of the finest of AMIRA Pure Basmati Rice at the Bharti Wal-Mart Head Office in Gurgaon A total of 500 officials from both the verticals (Retail Format & Cash & Carry Format) inclusive of Top Level, Middle Level Management as well as Junior Level Management of Bharti Wal-Mart who tasted the flavour of AMIRA Pure Basmati Rice. This activity was conducted for BRAND BUILDING as well as a Customer Relationship Management exercise. AMIRA received overwhelming response from each and every associate based on the following parameters Error Free Activity. Entire event was perfectly packaged. Excellent taste. Caterers who served the packs were in exclusive AMIRA promotional attire. The added attaraction to the show were the display of standees near the reception and sampling of AMIRA namkeens. The highlight of the show was the Guest Speaker- The Mumbai Dabbawalah who picked his sample of AMIRA biryani and truly appreciated the superb quality.
GHAR KI BAATAMIRA
OFFERS A WEEKEND TREAT AT ITS CORPORATE OFFICE AND PLANT AT GURGAON
The fantastic response to the AMIRA range of Namkeens in February 2012 was meant to be shared by all. As an intiative to promote the 4 variants amongst the internal customers AMIRA organised point of sale at its Corporate Office as well as the Plant at Harsaru, Gurgaon. Members of the AMIRA family took home the entire range of namkeens. The special promotion on all the variants generated sales volumes as there was an incredible response to bulk purchases.
AMIRA has been successful in achieving excellent placements in the shelves of the topmost retail chains as well as supermarkets in South Africa. In a short span of time, AMIRA has gained customer loyalty towards premium brands which include AMIRA Pure Traditional Basmati Rice & AMIRA Indigo Extra Long Grain Basmati Rice. AMIRA has made its presence in 25 SPAR outlets. The other renowned retail chains include Elite Cash & Carry, 1-Up, Craven by Cash & Carry. The supermarket and other stores include KC Fruits, Budget Supermarket, Fairfield Butchery, Kashief, Royal Ascott Superspar. AMIRA Basmati Rice is now also available at all major independent ethnic stores, small shops, corner cafes, spice shops & catering suppliers. AMIRA has around 8 to 10 SKUs who are doing excellent in terms of business volumes.
10