Rachit Wadhwa

Roll no 1727028

Section M1, MBA

Submitted to: Prof Suresh

CIA 3 Component 1
Q1. Based on the study which puts the market size of Bangalore market at 200 crores for
branded spice, recommend aspirational market share for launching the spice rush range of
products and justify the rationale.

Ans. If the market size of Bangalore market is estimated to be 200 crores for branded spices. This
market size is presently shared by four major brands of spices that is MTR, Everest, Aachi and Shakti.

From the case we know that MTR and Everest are more popular in urban areas and in large retails
stores and supermarkets whereas Aachi and Shakti are popular in Small retail stores such as general
provisional stores.

The estimated market share of all these top four brands is nearly 72% and rest is by other small
brands. 28% of 200 crores is 56 crores and the area which can be targeted by Spice rush. If we
estimate that we get around 20% success in this 56 crores market our share would be around 11
crores. As spice rush ensures premium grade spices to their consumers.

Spice rush can achieve this market share if they price their product competitively and provide the
best natural spices without taking the important nutrients from them which some of the spice
companies do. That is why Spice rush products undergo very less manual handling and are stored in a
cold storage.

28% market 20% success

200 cr market can be in 56 cr
tapped (56 cr) (11 cr)

Q2. Based on different consumer profile recommend the target consumer segment and
justify your choices.

Ans. From the case study insights, we get to know that the daily buyers have no brand loyalty as
they shift the brands easily and they consider the price as a very important factor. Moreover, the
loyalty changes when the frequency of purchase of the consumer changes if the consumers
purchases the product weekly he is more loyal than the daily buyer and the most loyal consumer is
the monthly buyers.

This study source was downloaded by 100000850325104 from CourseHero.com on 07-28-2022 23:24:31 GMT -05:00

https://www.coursehero.com/file/32379860/spice-rushdocx/
 Our focus would be on two buyers that is weekly and daily, weekly buyers because monthly buyers
are very loyal and would be difficult to crack and weekly buyers may shift to other brand if they have
some problem with the existing products. In addition, if we get this chance to cater these buyers we
shoud offer them with best offers and quality so they become loyal customers of the brand.

We can also focus on daily buyers as they are not loyal towards any particular brand and can easily
buy Spice rush spices and then we can give some loyalty offers or benefits so they also become loyal
to Spice rush Spices.

This study source was downloaded by 100000850325104 from CourseHero.com on 07-28-2022 23:24:31 GMT -05:00

https://www.coursehero.com/file/32379860/spice-rushdocx/
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