PROJECT TITLE: Paradigm shift: a retail consumer survey in Delhi NCR

SUBMITTED TO:

PROF.DHRUVA CHAK SHAURYA SHARMA

HEAD MARKETIG MARKETING MANAGER
BIMTECH, GR NOIDA DS SPICE CO
 S No. SECTION PAGE NO.

Chapter 1

Chapter 2
2.1
2.2 About DS group
2.3 Introduction toCatch salts & spices
2.4 4 P’s of Catch salts & spices
2.5 STP analysis of Catch
2.6 Distribution channel
Chapter 3 LITERATURE REVIEW
Chapter 4
Chapter 5 Approach to problem
Chapter 6
6.1
6.2
6.3

Chapter 7 ANLYSIS

7.1 FACTOR ANALYSIS CONSUMER

7.2 Feedback on new channel

Chapter 8 Recommendations
Chapter 9 Limitations
Chapter 10 Conclusion

APPENDIX
GRAPHS & TABLES
CERTIFICATE DS GROUP
 SUMMER INTERNSHIP PROJECT REPORT

ON

Paradigm Shift: A Retail Consumer Survey on Catch Salts & Spices in Delhi & NCR

SUBMITTED TO

BIRLA INSTITUTE OF MANAGEMENT TECHNOLOGY

IN PARTIAL FULLFILMENT OF THE REQUIREMENTS FOR THE AWARD OF

POST GRADUATE DIPLOMA IN MANAGEMENT

UNDER THE GUIDANCE OF

(Prof. DHRUVA CHAK)

SUBMITTED BY:
SAHIL CHHATWAL
14DM174
2014-2016
 Summer Project Certificate

This is to certify that Mr. Sahil Chhatwal Roll No. 14DM174 a student of PGDM has worked on
a summer project titled “Paradigm Shift: a retail consumer survey” with DS Spice Co
(Dharampal-Satyapal group) after Trimester-III in partial fulfilment of the requirement for the
Post Graduate Diploma in Management Program. This is his original work to the best of my
knowledge.

Date: June 26, 2015

Signature ______________

(Prof. DHRUVA CHAK)

Name of Faculty Mentor

BIMTECH SEAL
 ACKNOWLEDGEMENT

I would like to gratefully acknowledge the contribution of all the people who took active part and
provided valuable support to me during the course of this project. To begin with, I would like to
offer my sincere thanks to Mr. Shaurya Sharma Product Marketing manager, for giving me
the opportunity to do my summer training at DS Spice Co without his guidance, support and
valuable suggestions during the research, the project would not have been accomplished.

My sincere gratitude to the entire BTL Marketing team of DS Spice Co. for their co-operation
and willingness to answer all my queries, and provide valuable assistance.

My sincere thanks to Prof. .Dhruva Chak, my faculty mentor at BIMTECH, for providing
valuable suggestions, sharing his rich corporate experience, and helping me out to script the
exact requisites of the project..

In the end I would like to thank all the employees of the company for sharing their experience
and devoting their valuable time during the course of my project.
 LETTER OF TRANSMITTAL

Birla Institute of Management Technology,

Plot no.5, Knowledge Park-II, Institutional Area,
Greater Noida (NCR), U.P.-201306, INDIA

June 29, 2015

Mr. Shaurya Sharma

Product Marketing Manager
DS Group
Noida
U.P.

Dear Sir,
RE: Summer Project Report

Attached herewith is a copy of my summer-project report which I am submitting in order to mark

the completion of a 10-week summer project at your organization. This report was prepared by
me using the best of practices and summarizes the work performed on the project and is being
submitted in partial fulfilment of the requirements for award of diploma.

I would like to mention that my overall experience with the organization was excellent, and it
gave a broad view of how work is carried out at ground level . I feel highly honored to have got
an opportunity to work with the DS group. I hope I was able to do justice to the project and did
some value addition to the business of organization. Your suggestions/comments would be
appreciated.

Yours truly,

Sahil Chhatwal
 LETTER OF AUTHORIZATION

I, Sahil Chhatwal, a student of Birla Institute of Management Technology (BIMTECH), hereby

declare that I have worked on a project during my summer internship at DS GROUP ”, Project
Title: “Paradigm Shift: a retail consumer survey in Delhi NCR” in partial fulfilment of the
requirement for the Post Graduate Diploma in Management program.

I guarantee/underwrite my research work to be authentic and original to the best of my

knowledge in all respects of the process carried out during the project tenure.

My learning experience at DS Group, under the guidance of Mr. Shaurya Sharma, and Prof
Dhruva Chak (Faculty Mentor), has been truly enriching.

Date: June 26, 2015 (___________________)

Sahil Chhatwal
 CHAPTER -1
EXECUTIVE SUMMARY

OBJECTIVE OF THE STUDY

Main objective of the study is to understand how the consumer perceives Catch salts & spices
and what are the consumer’s expectation from this product. Study will also see what are the
factors effecting behavior of the consumer while purchasing Catch salts & spices in the market.

GOAL OF THE RESEARCH

To assess Catch salts & spices in the Retail market on various parameters namely promotional
effectiveness, recall value, the mind awareness, perceptions of customers, buying behavior of
consumers

RESEARCH METHODOLOGY

Research was conducted in two phases

The first phase of the research was conducted to identify major factors effecting consumers
mind while buying spices from the retailers in a competitive market, covering 120 respondents

In the second phase a survey was conducted with aided and unaided questions among 50
respondents of a new channel via cookery classes to know the effectiveness of promotion of
Catch salts & spices, awareness of variety, consumer perception
MAJOR FINDINGS

Tools & Techniques used

In phase 1.Analysis was done on factors pertaining to consumers while buying spices from
retailers. Factor analysis is a multivariate technique and is employed in reducing the setoff
factors. The data collected was analyzed using SPSS and excel.

In phase 2. A Feedback form was put up in cookery classes to get the perception of chefs in the
new channel about Catch salts & spices. Questions in the questionnaire were pertaining to brand
knowledge , brand loyalty , consumption and spices knowledge of their availability .

Major findings from 2 phases of consumer research:

 From the survey of factor analysis we found out that two of the following components are
most important in spices:
o Color and Texture
o Food Taste
 From the survey of cookery classes it was found that 78% people prefer branded spices.
 Only 56% people say that Catch products are available at nearby stores.
 Sprinklers and blends are used in most of the cookery classes.
 Catch products are known by advertisements, campaigns, stalls, samples sent, but word
of mouth promotion is less.

 When cookery classes were questioned that if they get associated with Catch what are
their expectations, they said they expect experience and innovation plus business from
Catch products.

 46% feel that there is need to have pizza and pasta seasonings in the Catch product line
so there is a positive indication to promote these series.
  Overall rating of Catch products is 3.32, which mean people are satisfied with Catch
products.

Factors which were considered for factor analysis:

 How important is price while choosing spices from retailers?

 Aroma in spices is the main focus of consumers
 Availability of variants of spices
 Packaging of spices
 Color & texture of gravy by using spices
 Branded spice is not important when buying a spice ?
 Are spices essential towards enhancing food taste?
 CHAPTER – 2

INTRODUCTION TO THE DS GROUP

Dharampal Satyapal Group a rapidly growing multi-diversified conglomerate with a turnover of

more than Rs. 6500 crores, has a strong presence in high growth sectors such as F&B,
Hospitality, Mouth Fresheners, Tobacco, Packaging, Agro forestry, Rubber Thread and
infrastructure. The Group has further strengthened its presence in the F&B category by entering
into Dairy and Confectionary segments.

Founded in the year 1929, DS Group has remained committed towards creating premium quality
products and has been credited with several breakthrough innovations over the last eight decades.
The product range of DS Group has evolved magnificently over the years and its undeterred
pursuit for ‘Quality & Innovation’ has given impetus to consumer loyalty and satisfaction.

“DS Group has more than 24 manufacturing units spread across Delhi, NOIDA, Himachal
Pradesh, Assam and Tripura to generate its wide range of products. From an assorted range of
F&B products to idyllic hospitality ventures; from splendid manufacturing units of Flexi
Packaging to sprawling plants for Rubber Thread production; the legacy of DS Group has indeed
come full circle with the success of all its diverse endeavors.

DS Group has established and maintained its market leadership in the chewing tobacco segment,
with brands like ‘Baba’ and ‘Tulsi’. The Group got into the mouth freshener category with
Rajnigandha - world’s largest selling premium Pan Masala and expanded the category with
Tansen and Meetha Maaza, which have become the preferred choice of connoisseurs around the
world. Tansen and Rajnigandha recently extended their product offering by adding Tansen
Blues, the non-saffron variant and Rajnigandha Clove, the clove flavoured pan masala
respectively. ‘Rajnigandha Silver Pearls,’ the saffron blended, silver coated cardamom seeds is
also a recent addition to the mouth freshener category.

Pass-Pass Chingles marked the Group’s entry into the confectionary business. The brand Pass
Pass has been repositioned to encompass a broader portfolio of pioneering products in
Confectionary business. From traditional natural mouth fresheners to the fun-filled mini chewing
gums ‘Chingles’, DS confections offer the choicest innovative flavours for all age groups. Pulse,
the Kachcha Aam flavoured candy with a tangy twist, marks the Group’s foray into the candy
segment.

‘Catch’ is recognized as the topmost premium F&B brand in the country today. ‘Catch’ pepper
and salt marked its debut in the rotatory table top dispenser category in 1987 and remains leader

in this segment even now. Today, ‘Catch’ offers a wide range of spices and seasonings that lend
exquisite flavours and tantalizing aromas to cuisines across the country. Recently launched,
‘Catch Miniz’ has been developed keeping in mind the changing lifestyles of consumers today,
who demands, personalization, contemporary flavours and ease of use, with excellent the quality
and taste.

‘Catch’ water is the nation’s first ever ‘Natural Spring Water’ bottled at the source in the
Himalayas. The wide beverage range made from the 'Catch Natural Spring Water' is available
under the Catch umbrella. 'Catch Clear Flavored Spring Water', made by blending natural fruit
flavors with sparkling spring water is caffeine free and calorie free, thus favorites of health-
conscious consumers. 'Catch Club Soda' is another successful product from the 'Catch' family
and ‘Catch’ Tonic Water is India's first zero calorie Tonic Water available in a PET bottle and
many more.
‘Catch’ launched the powdered drinks Piyoz and Yomil in 2012 which offer traditional
beverages with the added convenience of just mixing and enjoying the drink. Piyoz is enriched
with Calcium, Iron and Vitamin C. A healthy option to fizzy drinks, it has a wide range of
flavours like cool Aam Panna, Chatpata Jaljeera, Saada Bahaar Nimbu Pani and Tingling
Orange.

Electronically beaten silver and gold foils were introduced for the first time in India by the
Group. Hygienically produced, ‘Catch’ foils are the only 100% pure vegetarian Silver and Gold
Foils available in the country.

DS Group successfully ventured into the rapidly growing hospitality sector with ‘The Manu
Maharani’ which is a super deluxe property in Nainital epitomizing impeccable service and
premium facilities. The Group has recently launched the first five star Hotel ‘Radisson Blu’, in
the North East region at Guwahati. The resort at Jim Corbett, “Namah”opened its doors last year
and is already one of the favorites of the discerning traveler. Another business hotel at Jaipur is
slated to open next year. Going forward with its extensive plans, the Group has acquired the
Kolkata Airport Hotel property. The construction of a five star, a budget hotel and a large
convention center has started there and it will soon emerge as an International standard
destination. Among other projects In addition to the above ventures, land has also been acquired
in other cities with plans to set up hotels and resorts in future.

Packaging is another area of diversification for the Group. An eco friendly revolutionary
packaging plant to make rigid biodegradable cans was set up in India in 2001, in association with
Canpac – a leading Switzerland based packaging major. This eco-friendly packaging material is
light weight and corrosion free, and is used for packaging in the food industry.
Another ultra modern Flexible Packaging Unit in Assam manufactures laminates and pouches
used for packaging consumer products like snacks, soaps, shampoos, etc. The plant was set up in
2007 and has an installed capacity of 3600MT annually.

A heat resistant Rubber Thread plant in Agartala was added to the Group's portfolio in August
2006. It uses state-of-the-art Italian technology to manufacture one of the best rubber thread
products in Asia under the name of Unitex, which is the largest selling rubber thread brand in the
country today.

Under Agro-Forestry division, the Company grows Medicinal & Aromatic plants on
wastelands/semi-arid/fallow lands using modern technology. The Company has regenerated one
of the endangered forest species ‘Sandalwood’ in Central India and has established the largest
Sandalwood plantation as Agro-forestry model in India.DS Group is also the first in India to
successfully cultivate horticultural crops in the non-conventional regions of Madhya Pradesh.
The company is focusing on water harvesting and conservation to raise the water-table in the
area.

Amongst its other ventures, the Group has successfully set up the largest Steel Sheet Plant of
north east region in Agartala. The unit manufactures Cold Rolled Sheets, Galvanized
Corrugated/Plain Sheets and Cold Rolled Closed Annealed (CRCA).

Taking forward its strategic expansion in the Infrastructure sector and comprehending the
potential of the Cement industry, the Group is setting up a Cement plant at the Khliehriat sub
division of District Jaintia Hills in Meghalaya. The capacity of the upcoming plant will be
approximately 1 million tons per annum. In addition to this, the Group is setting up a 240 MW
Thermal Power Plant in Meghalaya.
Additionally, the Group has successfully diversified into the lucrative and profitable Dairy
business. This is a significant milestone added to the legacy of DS Group. The Dairy Plant
spread over an area of 7.5 acres has a capacity to handle approximately 4 lakh liters of milk per
day. Currently DSMPL is manufacturing Ghee, Skimmed Milk Powder, Whole Milk Powder,
Pasteurized Cream and White Butter. This will be followed by other specialized products for
Institutional and Retail customers.

Ksheer, the premium dairy brand for retail market is the latest addition to the DS portfolio. The
current product basket of Ksheer contains UHT Milk, Cow’s Ghee, Fresh Milk, Chaach, Dahi
and soon to be followed by Flavoured milk and Dairy Whitener.

Moving beyond business, DS Group constantly nurtures its responsibility as a committed

corporate citizen by regarding Corporate Social Responsibility as an integral part of its Business
Objectives. DS Group believes in building sustainable communities that are economically,
environmentally, and socially healthy and resilient. We offer integrated solutions to achieve this
and focus on critical areas such as Livelihood Enhancement, Skill Development and Water
Management for long term and sustainable impact all over the country. The Group works
strongly on the principles of integrity, dedication, resourcefulness and commitment.

The Company leverages its strength through dealer network expansion and up gradation of
production facilities, while reviewing its commitments to quality, innovation and consumer
satisfaction. For DS Group, a ‘winning strategy at work’ is the one that follows a well-defined
procedure for product development and quality assurance, constantly innovating and improvising
its manufacturing components, leading to the making of a perfect product.
Mission

Vision
Milestones

2.1 Products of DS SPICE CO

2.2 BOSTON CONSULTING GROUP MATRIX ON PRODUCTS OF DS GROUP
2.3 INTRODUCTION TO CATCH SALTS & SPICES

About Catch Salts & Spices

For over two decades, Catch spices have held an integral place in Indian Kitchens.
Revolutionizing the spice industry with best quality salt & spices available in innovative and
attractive table top packaging, Catch products have today become the pick of connoisseurs of
taste across the nation with the introduction of Catch Sprinklers. The dull looking table salt that
had the tendency to become soggy & clogged in humid conditions went under a complete
metamorphosis and reclaimed its place on the table top with all new attractive looks and easy to
dispense packaging. This makeover owes itself to the company’s unique production process and
an advanced dispensing unit that neutralized moisture and kept salt free flowing to ensure a clean
and trouble free sprinkling.

The encouraging response to this extremely smart & stylish product encouraged the company to
extend the table top taste-makers to a wide variety of add-ons like black pepper, black salt, chat
masala etc. which was then followed by a wide range of other spices used extensively in Indian
households. But it’s not just the extensive range of spices that has made the Catch brand a
household name in the houses of multi-cultural country like India. The unmatched quality of
spices, handpicked from the fertile lands of country, blended and ground with low temperature
grinding techniques ensures that they reach you in their natural taste and aroma. Also, Catch
Salts & Spices are available across 6 product categories including Sprinklers, Basic Spices,
Blended Spices, Straight Premium Spices, Whole Spices and Hing with around 63 variants and
over 150 SKU’s.

No wonder, Catch Sprinkler has been chosen and recognized as a “Super brand” commanding a
premium brand image & enjoys a leadership in the category of Sprinklers available in variety of
pack sizes and types to suit the diverse needs of the consumers. Best Raw Material: Catch Spices
are made from best quality raw material sourced from the best spice producing regions.
Stringent Quality Checks: Going through a series of rigorous quality test throughout the process
of procurement and manufacturing, Catch spices ensure a perfect hygiene with every pinch that
goes in to your food.

R&D Expertise: At Catch, all the products are developed only after extensive research &
development and a highly scientific process is adopted for packaging development to make sure
that what you buy is best in every respect.

“All our endeavors, all our quality checks are to ensure that “Zara Sa Catch” makes your every
bite a perfect one”.
2.4 PRODUCT RANGE IN SALTS & SPICES

Catch Spices is India’s foremost spices brand known for its matchless product quality and
innovative approach. Catch spices are ground using the unique state-of-the-art Low Temperature
Grinding (LTG) technology, which prevents the evaporation of volatile & delicate oils from
spices. Catch Spices thus retain the original aroma and wholesome flavor of authentic spices.

The complete assortment comprises of a variety of salt and pepper sprinklers and a diverse range
of whole, ground and blended spices. Catch Spices are packed in food grade metal-lined cartons,
flexible laminates and convenient composite cans available in a variety of pack sizes.

Sprinklers

Catch presents an exciting range of sprinklers. Designed ergonomically these smart sprinklers
are very easy to use, prevent against moisture and hence enhance free flow of the content. No
wonder, Catch Sprinklers have got recognition from Super brand. Available in 6 frequently used
variants i.e. Table Salt, Black Salt, Black Pepper & Chat Masala.

Whole Spices

“Meet the endless range of Catch whole spices. If you haven’t yet used them, we are sure there
must be some spice missing out of your life. Made from raw material directly sourced from the
best spice producing regions, Catch whole spices match all the quality parameters. And with the
natural aromatic oils kept so intact, we are sure they will win over your senses at once.”
Straight Spices

Catch has a quick and pure solution to every special recipe. Check out the exciting range of
Catch Straight Spices. Ground with special LTG technology that keeps the natural aroma and
taste of spices intact and with no fillers added, these spices are so pure that just Zara Sa Catch
straight spice gives you the perfect taste”.

Blends

“The secret of Daadi Maa’s kitchen now in just one pack. Catch presents its wide range of
blends. Made from fresh whole spices ground with special LTG technology these perfect blends
give you original taste and aroma just like Daadi Maa’s secret recipes. And no added fillers make
them so pure that just Zara Sa Catch gives you a better taste than what you get from your
complete collection of whole spices. Available in a wide array of variants, Catch blends give you
a unique recipe for your every dish adding a perfect taste to them. Moreovers these
mouthwatering blends come in easy to use packaging, so that you get your kind of taste just like
that.”

Hing

“Who says healthy food can’t be tasty especially, when you have the Hing spices from Catch in
your kitchen. Even a pinch of it added can turn any dish into a tasty health food. Packaging so
attractive that you can’t help them drag into your shopping cart. And available in so many
different sizes to suit different requirements and usage. Keep one in your kitchen always and see
the difference”.
2.4 SWOT ANLYSIS OF CATCH SALTS & SPICES
2.5 4 P’s of Catch salts & spices

 Products
 Price & Packaging of Catch salts & spices

PRICING CATCH PREMIUM SALT &

SPICES
RATES VALID FOR THE STATE OF DELHI
Items Packing M.R.
P.
per
Pc
SPRINKLERS
SALT
200 gms SPRINKLE
R 25.00
100 gms SPRINKLE
R 15.00
BLACK PEPPER
100 gms SPRINKLE
R 190.0
0
50 gms SPRINKLE
R 97.00
CHAT MASALA
100 gms SPRINKLE
R 52.00
50 gms SPRINKLE
R 27.00
BLACK SALT
200 gms SPRINKLE
R 30.00
DAHI MASALA
50 gms SPRINKLE
R 28.00
SENDHA SALT
100 gms SPRINKLE
R 15.00
50 gms Pouch
5.00
PIZZA SEASONING
40 gm SPRINKLE
R 99.00
PASTA SEASONING
40 gm SPRINKLE
R 99.00
RED CHILLI FLAKES
30 gm SPRINKLE
R 60.00
Straight & Whole Spices
TURMERIC POWDER
15 gms Pouch
5.00
50 gms POUCH
13.00
50 gms LINED
CARTON 14.00
100 gms LINED
CARTON 26.00
100 gms POUCH
25.00
200 gms POUCH
49.00
400 gms CANS
115.0
0
500 gms POUCH
115.0
0
1000gms POUCH
225.0
0
DHANIYA POWDER
15 gms Pouch
5.00
50 gms POUCH
 18.00
50 gms LINED
CARTON 19.00
100 gms LINED
CARTON 34.00
100 gms POUCH
33.00
200 gms POUCH
65.00
400 gms CANS
150.0
0
500 gms POUCH
150.0
0
1000gms POUCH
300.0
0
RED CHILLI POWDER
15 gms Pouch
5.00
50 gms POUCH
13.00
50 gms LINED
CARTON 15.00
100 gms LINED
CARTON 27.00
100 gms POUCH
26.00
200 gms POUCH
52.00
400 gms CANS
125.0
0
500 gms POUCH
125.0
0
1000gms POUCH
 250.0
0
JEERA POWDER
500 gm Pouch
200.0
0
100 gm LINED
CARTON 47.00
50 gms LINED
CARTON 25.00
50 gms POUCH
24.00
100 gms POUCH
45.00
8 gms Pouch
5.00
JEERA WHOLE
100 gms Pouch
38.00
200 gms Pouch
76.00
500 gms Pouch
190.0
0
KUTI MIRCH POWDER
100 gms POUCH
28.00
200 gms POUCH
54.00
METHI DANA WHOLE
100 GM Pouch
15.00
RAI WHOLE
15 gms Pouch
5.00
100 GM Pouch
24.00
AJWAIN WHOLE
10 gms Pouch
5.00
100 GM Pouch
40.00
Specialities Spices
HING
10 gm Bottle
25.00
25 gm Bottle
50.00
50 gms Bottle
85.00
100 gm Bottle
160.0
0
HING PREMIUM
10 gm Premium Bottle
60.00
KASURI METHI
25 gms Mono
Carton 25.00
50 gms POUCH
47.00
100 gms POUCH
84.00
500 gms POUCH
345.0
0
BLACK PEPPER POWDER
100 gms LINED
CARTON 190.0
0
50 gms LINED
CARTON 96.00
KASHMIRI MIRCH POWDER
100 gms LINED
CARTON 47.00
50 gms LINED
 CARTON 26.00
HANDI MIRCH POWDER
100 gms LINED
CARTON 40.00
50 gms LINED
CARTON 21.00
YELLOW CHILLY POWDER
100 gms LINED
CARTON 55.00
AMCHUR POWDER
100 gms LINED
CARTON 66.00
50 gms LINED
CARTON 34.00
SAUNF POWDER
500 gms POUCH
148.0
0
100 gms LINED
CARTON 35.00
50 gms LINED
CARTON 19.00
GINGER POWDER
100 GM Lined
Carton 80.00
50 gm Lined
Carton 45.00
WHITE PEPPER POWDER
100 gms LINED
CARTON 290.0
0
50 gms LINED
CARTON 146.0
0
Blends
SAHI PANEER MASALA
100 gm LINED
CARTON 75.00
DAL MAKHANI
100 gm LINED
CARTON 55.00
RAJMA MASALA
100 gms LINED
CARTON 56.00
50 gms LINED
CARTON 29.00
MEAT MASALA
100 gm LINED
CARTON 65.00
50 gm LINED
CARTON 34.00
8 gms POUCH
5.00
CHICKEN MASALA
100 gms LINED
CARTON 60.00
50 gms LINED
CARTON 31.00
8 gms POUCH
5.00
KITCHEN KING
100 gms LINED
CARTON 63.00
50 gms LINED
CARTON 33.00
8 gms POUCH
5.00
SUBZI MASALA
200 gms POUCH
86.00
100 gms LINED
CARTON 44.00
50 gms LINED
CARTON 23.00
10 gms POUCH
5.00
GARAM MASALA
100 gms LINED
CARTON 75.00
50 gms LINED
CARTON 38.00
8 gms POUCH
5.00
SUPER GARAM MASALA
100 gms POUCH
40.00
200 gms POUCH
68.00
1000 gms POUCH
320.0
0
PAV BHAZI MASALA
100 gms LINED
CARTON 56.00
50 gms LINED
CARTON 29.00
8 gms POUCH
5.00
JAL JEERA MASALA
500 gms POUCH
200.0
0
100 gms LINED
CARTON 48.00
50 gms LINED
CARTON 25.00
FISH MASALA
100 gms LINED
CARTON 37.00
50 gms LINED
CARTON 20.00
SAMBHAR MASALA
100 gm LINED
CARTON 57.00
50 gm LINED
CARTON 29.00
8 gms POUCH
5.00
CHHOLEY MASALA
100 gm LINED
CARTON 54.00
50 gm LINED
CARTON 28.00
8 gms POUCH
5.00
CHAT PATA MASALA
100 gm LINED
CARTON 55.00
50 gm LINED
CARTON 28.00
8 gms POUCH
5.00
CHANA MASALA
100 gms LINED
CARTON 56.00
50 gm LINED
CARTON 29.00
PUDINA CHATNI
100 gms LINED
CARTON 50.00
RAITA MASALA
100 gms LINED
CARTON 50.00
BIRYANI MASALA
50 gms LINED
CARTON 78.00
RASAM POWDER
100 gms STANDY
POUCH 30.00
SHAHI PULAV
50 gms MONO
CARTON 43.00
ACHARI MASALA POWDER
200 gms POUCH
60.00
TEA MASALA
50 gms LINED
CARTON 40.00
PANI PURI MASALA
100 gm LINED
CARTON 54.00
TANDURI CHICKEN MASALA
100 gms LINED
CARTON 60.00
Miniz
Catch Miniz 9 in 1 -70.13g Bottle
200.0
0

VAT 5% Tax Applicable (Salt Exempted).

 PLACE
  Promotion
Catch has a strong grip in marketing .It has concentrated two areas:

1. ATL-advertising media etc.

2. BTL- ground level activations , hoardings , branding at outlets

Advertisements through Brand Ambassador

Promotion at DS stalls
Consumer Interaction with Chef and Catch ASM

Promotion through Cooking Competition

CULINARY WORK SHOP BY NISHA VERMA (Master Chef) AT MEERUT

Promotions in Malls at Mother’s day

Branding
2.6 STP analysis Catch salts & spices

o Segmentation
o Targeting
o Positioning
SEGMENTATION:

Market segmentation is a marketing concept which divides the complete market setup into
smaller subsets comprising of consumers with a similar taste, demand and preference. A market
segment is a small unit within a large market comprising of like-minded individuals
The market is segmented on basis of –
Demographic segmentation
 GENDER : male , female ( housewives , chefs , bachelors both )
 Age : Preferred by all age groups who know about spices and use them
 16 to 25, 25 to 30 and 30 & above
 Income: Low, Medium, High (used by all income levels directly or indirectly )

Psychographic segmentation

Is focused on Indian women as their tag line says: “100 percent Indian women ka
match sirf catch “as they focus on Indian women and even tapping on the market with brand
Ambassador Vidya Balan to set value of brand in minds of customer through an Indian women.

Geographic segmentation
 Regions – Pan India

 Have great market penetration in north India covering all the metros, tier 1 and tier 2
locations
 South part is India is covered in all metro cities.
Behavioral segmentation

 Loyalty status of Catch: consumer using Catch since years are brand loyal because of
quality spices and variants.

 Attitude towards the brand : Consume attitude towards brand id brand loyal , user
friendly , quality based , availability and a strong brand name in market

 User rate: Catch has been in the market since years, has a good market for sprinklers and
in other variants is doing well in pan India ranked as no 2 in India based on user rating.
But considering New variants of spices & herbs like Pani puri masala, tandoori chicken
masala, tea masalas, sprinklers of red chili flakes, pizza & pasta seasonings its rating is
weak in the market currently. But considering the whole brand name it has a strong
market

TARGETTING:

Brand has tried to target women in each household so make a place in their heart with quality,
taste and aroma of spices made with techniques of Low temperature grinding, leaving behind
100 % spice with purity .tapping in each segment in market where spices can be used which is
related to food .

POSITIONING:
Company has tried to position the product no matter what is the gender, occupation or income
level but main focus has been developed on Indian women segment as mostly in Indian
household women go and buy masalas for preparation of food, although catch spices have
variants in blends of spices which is very useful for Bachelors (male&female) like sabzi masala ,
rajma masala , dal makhani masala etc.
2.7 Distribution channel at Catch salts & spices
 CHAPTER – 3
LITERATURE REVIEW

Today, Indian marketers are focusing on rural markets for various reasons, the foremost being
that it represents a large untapped market. For any marketer, the key to success in these markets
is to understand the psyche of rural consumers which is characteristic and not similar to the
urban market. Therefore, the consumer, the most critical component in the marketing scenario,
needs to be studied in depth. The present study is an attempt to identify the consumer psyche in
buying spices and identifying the consumer towards branded spices in Karad -a semi urban city
in district Satara in Maharashtra and the areas around it which represent the rural areas. It also
attempts to study the buying behavior demonstrated by rural consumers and identify the most
popular branded spices in and around Karad city. (A Study of Consumer Decision Making
While Purchasing Branded Spices in and Around Karad City M.M. Kumthekar and **A.
R. Sane)

India Spice, aromatic vegetable product used as a flavoring or condiment, normally refers
to the Derivatives from certain herbs like seeds, leaves, bark, roots etc., they are used mainly
for enhancing Taste of food. Spices play a very important role in Indian cooking. Spices trade is
a big business from Time immemorial. Spices from India and far Eastern Asia were in
demand from Ancient times.

Consumer behavior is defined as that behavior exhibited by people in Planning, Purchasing and
using Economic goods and services.

Buyer’s behavior is the Process by which individuals decide whether, what, when, where, how
and from whom to purchase goods and services. “Instead of trying to market what is easier for us
to make, we must find out much more about what the consumer is willing to buy we must apply
our creativeness more intelligently to people, and their wants and needs rather than to product.
Now there are many packaged spices powder factories all over the country with different
brand names. In order to study the consumer behavior and to find out the consumers brand
preferences, their likings with regard to various varieties available under different brand,
the present study focus attention on marketing of packaged spices powder, by various
packaged spices powder factories. V.Kamarasan a Study on Consumer Behavior towards
Packaged Spices

Spices have been an integral part in every Indian food, be it prepared at home or elsewhere. In
recent times, large scale production of spice powders, curry seasonings, masala powders, spice
paste etc., has been taken up by many firms. Marketing of these brands has been aggressive since
there are several brands firmly rooted in the market. Information on the buying behavior of
consumers with regard to processed spices, factors influencing the purchase of processed spices
and problems in use of processed spices would help firms to formulate their marketing strategies.
Hence a study was undertaken addressing the above issues. The study was conducted in
Bangalore and Chennai city since they were developed urban areas and the use of processed
spics is likely to be higher than in other areas. Simple random sampling technique was used to
select area, supermarkets and ultimately 200 sample respondents. The data required for the study
were gathered by personal interview with the selected respondents. Majority of the consumers in
Bangalore and Chennai purchased 200 gems of spice powders and masalas and 100 gems of
spice paste per month. About 50 per cent of consumers purchased processed spices once in a
month. In Bangalore, occupational status of the women respondents was the most influencing
factor regarding purchase of processed spices, followed by income of the family, time saved
while cooking, quality certification of the product and number of working persons in the family.
In Chennai, time saved while cooking was the most influencing factor followed by employment
of the respondents, income status and lack of knowledge on the method of preparation of garam
masalas and other spice paste items were also influencing factors or the purchase. Addition of the
preservatives was stated as the main problem in the use of processed spice products followed by
gradual decline in flavor and aroma after the opening of the package of processed spice products.
(Study on consumer Buying Behavior of Processed Spice Products V. M. Indurate , N.
Raveendran , S. D. Sivakumar , P. Balaji)

The buying decision of a buyer is influenced by an economic decision and expectation. He

expects best performance maximum durability and more dependability from a product or service.
The decision making is a process whereby a buyer decides to purchase a particular product out of
various available alternatives depending upon his ability to purchase and willingness to purchase.
This process of selection and final selection is known as buying decision making. Rani Private
Limited is a company in Vadodara, Kerala, which dealing with so many products like pickles,
masala powder, spice powders etc. Mr. V.R Krishnan, a commerce lecturer by profession, gave
up his job to start Rani Private Limited 30 years back. Their success in the local sector gave the
company the impetus to export their products to the Middle East and European nations by 1989.
In India Company’s products are available all over Kerala and the major cities in India. The
brand “Rani” is accepted as a mark of the brand “Rani” is accepted as a mark of quality among
the consumers. From the whole population, 100 samples were selected for data collection. All
the necessary data was collected from the selected sample using questionnaires, interviews and
schedules. The procedure adopted in the present study is simple random sampling. In this all
units in the population has an equal chance of inclusion in the sample. From the study, it is found
that so many factors which influence the consumer buying decision of non-durable goods. They
include price, quality, availability of the product, brand name, advertisement of the company.
From the survey it is also found that the previous experience on the product will influence the
buying decision. Influence of company’s sales promotional activities has little influence on
buying decision of consumer while they purchase non-durable good. A Study Consumer
purchase behavior on Non-durable goods. By shahid KV

Satisfaction is a kind of stepping away from an experience and evaluating it". Consumer
satisfaction with a purchase depends upon the product performance relative to his expectations.
A consumer might experience various degrees of satisfaction. If the product performances fall
short of expectations the customer is dissatisfied. If the performance matches the expectations,
the customer is satisfied. If the performance exceeds expectations, the customer is highly
satisfied or delighted. Consumer satisfaction with a product/service refers to the favorability of
the individual's subjective evaluation of the various outcome and experiences associated with
using or consuming the product service.
The extent to which expectations are realized is assumed to be directly related to the level of
satisfaction experienced. If the actual product outcome meets with or exceed these expected level
of satisfaction results. If the product outcomes are judged below the expectation dissatisfaction
occurs.
Importance of Consumer’s Satisfaction Every consumer has certain expectations and needs and a
strong Desire to satisfy them. To satisfy the expectations they purchase certain goods
Under the impression that the goods would satisfy his expectations. If they are satisfied with the
product they shall become the customer of the firm and also tell about the product to their friends
and others. The advertising improves the effectiveness of the manufacturers and other sales
effort. Such factors finally lead to better volume of sales.
Satisfaction is important to the consumer because it reflects a positive outcome from the outlay
of scarce resources and the fulfillment of unmet needs.
Today’s market is consumer oriented. Consumer satisfaction is a major element to survive in the
Marketing field. The goods produced by the manufactures and services provided
By the traders must satisfy the customer. The service provided by the manufactures should not
only satisfy the existing customers but also attract the potential customers. Thus minimizing
dissatisfaction and maximizing satisfaction are seen as important goals for both the firm and the
consume

The spice market is directly influenced by the growing processed food industry. The rise in
consumption of bakery products, confectionery products, and ready-to-eat & fried food in the
developed economies is driving the market for spice.

The report provides a detailed analysis of the spice market, which is segmented into pepper,
turmeric, nutmeg, ginger, coriander, cumin, clove, cardamom, garlic, and others. The market
sizes for spice were also analyzed for the key regions - such as North America, Europe, Asia-
Pacific, and Rest of the World (ROW). The market is further segmented on the basis of the key
countries in these regions.

The North American region accounted for the largest share for spices in 2013. The market for
spice in the Asia-Pacific region is emerging with substantial opportunities for the snacks, ready-
to-eat food products, and confectionery industries. (CONSUMER SATISFACTION IN
PROCESSED SPICES PRODUCTS Dr.S.Ganesan and R.Rajanbabu Assistant Professor
and Research Scholar, Department of Economics, Bharathidasan University ,
Tiruchirappalli -620 023, Tamil Nadu.)

The Spice of Life in India “Growth Opportunity for Spice Manufacturers in India”

India may be the second largest country by population with over 1 billion people, but the
statistic that is more important to American investors is India’s Gross Domestic Product (GDP
The GDP is currently at $1.089 trillion dollars and grows at a rate

Of approximately 7.5% per year, which makes India the 12th largest country in terms of
economic size. The United States has a much larger GDP, but only grows about 2% on average
each year. As a developing nation, India has one of the fastest growing economies in the world
and one of the

Largest labor forces, second only to China. According to Goldman Sachs, the size of India’s
economy is expected to surpass that of the United States by 2043.

Overall understanding spice market in India it is approx. 22000 cr , it’s a rapidly growing
industry this literature has given insights about spice market in Indian scenario and examples of
abroad and how in future prospects its can grow the business . Keeping this in mind consumer in
India and its thought process while buying can be understood by relevant literature review above.
 CHAPTER -4
PROBLEM DEFINITION

This study will help us understand how consumer perceive and what expectation are and retailers
when buying catch salts & spices. Further, it will also help us understand the recall value of
respondents on various major brands and their promotions and also different attributes which are
affecting consumer buying behavior.

Secondly, feedback on different criteria of the new channel ie, via cookery & culinary classes.
Would help us in servicing the newly tapped channel.

Major area of interest would be to identity major factors that are affecting consumer buying
behavior on basis on factors being factorized by spas 16.0

The study will help us to seek answers to the following questions:

 Consumer perception of Catch salts & spices

 Factors influencing consumer buying behaviors
 Brand awareness among consumers
 Checking availability of the company’s products
 Tapping new market feasibility of delivering spice to new market
 Drawbacks in the cookery market and how they can be removed.
 CHAPTER-5

APPROACH TO THE PROBLEM

How the study would be conducted in 2 phases:

SURVEY TYPE NO OF SAMPLES NO OF

CONSIDERED RESPONDENTS
TAKEN
Factor Analysis CONSUMER SURVEY ( to 120 SAMPLES 114 RESPONDENTS
identify consumer buying behavior in Delhi
NCR )
FEEDBACK ON NEW MARKET 60 SAMPLES 51 RESPONDENTS
( understanding perception of cookery classes in
Delhi ncr )

This study is restricted to 2 phases. Firstly, a market understanding of consumer perception of

buying behavior towards Catch salts & spices and understanding perception of cookery classes
tapping the market . Two different questionnaires were prepared: one for factor analysis on
buying behavior of consumer, and the second r f feedback on the newly tapped market,
understanding their perception about the brand in cookery classes.

Survey 1.

Factor Analysis survey on consumers was based on questions posed via a Liker scale which was
to critically analyze the factors determining consumer buying behavior towards Catch salts &
spices, after determining major factors affecting consumer buying behavior.
Survey 2.

Feedback on cookery classes/ chefs, questionnaire was designed with aided questions, close
ended with options. Graphed through spas 16.0.
 CHAPTER-6
REASEARCH METHODOGY

 Research design

Research was designed to be put up in 2 phase’s firstly by visiting market outlets of

Catch i.e. retail outlets first survey was put up for consumer factor analysis on their
buying behavior. This was done directly through interaction at retail stores, modern trade
outlets. A total of 120 consumers was considered out of which 114 responses have been
taken up

Secondly, we were tapping a new market via cookery classes, tapping on chefs /owners of
different cookery and culinary academies, a total of 51 institutes were associated in this
phase out of which 50 gave feedback which was graphed by using spas 16.0

 Data collection

Primary data: Primarily data was collected through direct interaction with consumers for
factor analysis: 1st survey.
The 2nd survey was done among owner/chefs of cookery classes which were considered
for feedback for tapping a new market.
Secondary data: The Company data base was used for retail outlets, modern trade, sales
regions etc. For cookery classes the new research was done from scratch.
 Questionnaire development & scaling techniques

Aided questions were asked in the consumer factor survey using a a Likert scale
Second survey which was like a feedback form for cookery classes was developed with
aided and unaided questions to get a perception of the new market which is being tapped
The first Questionnaires mainly contains questions related to retail consumer and how
buying behavior is affected. The second questionnaire was put up with feedback
 questions for tapping a new market and opening a new channel for sales via marketing
and getting feedback from cookery classes in Delhi NCR.

 Tools & technique used

Factor analysis has been performed on data selected for analysis, Totally 10 factors were
taken which we had selected after brainstorming with the marketing team and retail
outlets owners.
For the second survey data was put up in spas 16.0 and graphs were developed.

 Sampling

Simple random sampling on consumer’s direct questionnaire was filled up for 120 avid
consumers of spice from retail and modern trade.
Secondly, for cookery classes, 50 chefs were taken as respondents.
 CHAPTER-7
DATA ANALYSIS

Factor analysis on factors taken into consideration on consumers

Factors were as follows:

 How important is price when choosing spices from retailers?

 aroma in spices is the main focus of consumers
 availability of variants of spices
 packaging of spices
 color & texture of gravy by using spices
 branded spice is not important when buying a spice
 are spices essential towards enhancing food taste

Factor analysis was put up on these factors based on hypothesis i.e.

Null Hypothesis: All factors are important and equal for consumers to buy products.

Alternate Hypothesis: All factors are not important and not equal for consumers to buy
products.

We applied factor analysis in SPSS and the results found out were:

SPSS ANALYSIS OUTPUT (FACTOR ANALYSIS )

1.KMO and Bartlett's Test

Kaiser-Meyer-Olin Measure of Sampling

.637
Adequacy.

Bartlett's Test of Approx. Chi-Square 321.293

Sphericity
Df 21

Sig. .000
When we applied the factor analysis then from KMO test we found out that its value is 0.637
which means that the sample size taken is significant. Bartlett’s test also shows with value .00
that it is significant.

2. Communalities

Initial Extraction

how important is price

when choosing spices 1.000 .607
from retailers ?

aroma in spices is the

main foucs of 1.000 .683
consumers

availability of variants
1.000 .662
of spices

packaging of spices 1.000 .656

color & texture of gravy

1.000 .809
by using spices

branded spice is not

important when buying 1.000 .741
a spice

are spices essentinal

towards enhancing food 1.000 .612
taste

Extraction Method: Principal Component

Analysis.

From communalities we see that before rotation all have value 1 and after rotation their value
changes.
3. Total Variance Explained

Extraction Sums of Squared Rotation Sums of Squared

Initial Eigenvalues Loadings Loadings
Com
pone % of Cumulativ % of Cumulativ % of Cumulativ
nt Total Variance e% Total Variance e% Total Variance e%

1 2.961 42.299 42.299 2.961 42.299 42.299 2.502 35.743 35.743

2 1.808 25.832 68.131 1.808 25.832 68.131 2.267 32.388 68.131

3 .676 9.657 77.788

4 .667 9.523 87.311

5 .435 6.209 93.520

6 .267 3.817 97.337

7 .186 2.663 100.000

Extraction Method: Principal

Component Analysis.

In this table we saw that two factors are extracted out of 7 factors.
These 7 factors were:
1. Price
2. Aroma
3. Availability
4. Packaging
5. Color and texture
6. Branded spice
7. Food taste
So two factors extracted were:
1. Color and texture – 42.29%
2. Food taste – 25.83%
 4. Component Matrix

Component

1 2

how important is price

when choosing spices .464 .626
from retailers ?

aroma in spices is the

main foucs of .706 .429
consumers

availability of variants
.430 .690
of spices

packaging of spices .613 -.530

color & texture of gravy

.770 -.466
by using spices

branded spice is not

important when buying .716 -.477
a spice

are spices essentinal

towards enhancing food .762 .177
taste

Extraction Method: Principal Component

Analysis.

a. 2 components extracted.

In this also two components were extracted and their relationship with all the other components
is explained.
5. Scree Plot

From scree plot we see two factors were extracted which are:
 Color and texture
 Food Taste

So our null hypothesis is not accepted. Hence we accept the alternate hypothesis that is
all factors are not equal from consumer view point. Factors that are considered important
by consumers are that spices should give color and texture to the food and enhance its
taste.
CATCH SALTS & SPICES SURVEY ON NEW CHANNEL I.E COOKERY CLASSES

We see here that almost 78% uses branded spices, which means people prefer to
have a brand of spices to be added in their food.
From the results we found out that 56% people says that Catch products are
available at the nearest stores but there is still need to increase its distribution.
Category of spices which is used more is sprinklers and blends. 0% responses are
for miniz, so there is need to focus very much onthis category.
Medium through which people came to know about Catch spices is mainly through
advertisements and campaigns stall, live sampling and direct marketing. There is
also need to focus on word - of mouth - marketing.
Cookery classes wanted to associate with Catch for getting more business and experience
and innvation in food industry. So different category of products should help these
cokkery classes to know more and experience all of them.
Blend of spices is the main product series which is used by cookery classes. There is
need to focus on whole spices and sprinklers so that more revenue can be generated.
Correct slelling in title above.Shoul d be ther e not their

54% don’t want to have seasonings but as 46% need it the company should continue
selling these seasonings.
Correct title above. 5 point scale not 5 pointer

Out of 5 we see that 3.32 rating is given to Catch salts and spices which means people are
satisfied with Catch products. But there is need to increase this satisfaction and take his
rating to 5.
Catch is number third after MDH and Everest spices so brand familiarity needs to be increased.
Cookery classes recommend Catch spices to all consumers after tying up with us to
increase its customer base.
 CHAPTER - 8
RESULTS AND CONCLUSION

1. From the survey for factors analysis we found out that two components are important
which are:
 Color and Texture
 Food Taste

2. From the survey via cookery classes it was found out that 78% people prefer branded
spices.

3. Only 56% people say that Catch products are available at nearby stores.

4. Sprinklers and blends are used by most of the cookery classes.

5. There is 0% usage of Miniz series which are for pizza seasonings.

6. Catch products are known by advertisements, campaigns, stalls, samples sent but
there word of mouth promotion is less.

7. When asked from cookery classes what they would gain if they get associated with
Catch, said they they expect experience and innovation plus the business from Catch
products.

8. 46% feel that there is need to have pizza and pasta seasonings in the Catch product
line. So there is a positive indication to promote these series.

9. Overall rating of Catch products is 3.32 which mean people are satisfied with Catch
products.

10. Compared to all competitors, Catch comes after MDH and Everest spices i.e. at
number third. Three.
 CHAPTER -9
LIMITATIONS AND CAVEATS

Since no study is an end in itself and error free, there are certain shortcomings and limitations in
this study as well. The samples however were chosen such, in demography as well as geography,
that they closely represent the population. Some of limitations of this study are:

 The research is geographically bound. It is restricted to Delhi/NCR region

 The sample size of the project was 120 customers, so it doesn’t account for the entire
population of India.
 Some customers were not supportive enough to interact and fill the questionnaire.
 The responses given by the respondents may not be true and authentic.
 Some of the interview questions are undisguised or direct, hence there is a scope for the
respondent to be biased.
 Limitation of this project was data sourcing as data was to be collected from various
resources like consumers /chefs and modern trade shoppers. It was then compiled to be in
one format and then worked upon.
 Meetings with sales managers and distribution partners were a problem as there was a
problem of time meeting them all at single point of time.
 The other limitation is that the information was be collected only from the sales managers
and channel partners in the Delhi NCR region which might not be representative of the
entire population.
 The period of the research was not sufficient to study in depth all the factors responsible
for sales or for the lack of it.
 During the project we had to rely totally on the Channel managers, Channel partners,
Zonal Sales Manager and their perceptions. The actual scenario might vary to a certain
extent.
 CHAPTER- 10
RECOMMENDATIONS

 Two main factors i.e. spices must give color and texture to food and enhance taste. These
two should be more focused upon along with all the other factors.

 A strong distribution channel should be set up as most people think that Catch products
are not available to them in nearby stores.

 More promotions should be done and samples should be distributed for mines and hing
series as people do not use them like blends and sprinklers series.

 Word - of mouth - promotion should be increased. People who promote through word of
mouth should be given free gifts.

 Cookery classes should be given business by providing them with samples and products
at low prices. They should be told different uses of every product and how one can
innovate through these products.

 Catch rating should be increased to between 4.5 to 5 so that people can be highly satisfied
with the products.

 Competitor’s promotion strategies and schemes should be studied and various steps
should be taken to increase the ranking of Catch.
EXHIBITS

Consumer Survey for factor analysis

Consumer Survey via Cookery Classes
REFERNCES

 www.dsgroup.com
 A Study of Consumer Decision Making While Purchasing Branded Spices in and Around
Karad City M.M. Kumthekar and **A. R. Sane
 V.Kamarasan a Study on Consumer Behavior towards Packaged Spices
 Study on consumer Buying Behavior of Processed Spice Products V. M. Indurate , N.
Raveendran , S. D. Sivakumar , P. Balaji
 A Study Consumer purchase behavior on Non-durable goods. By shahid KV
 CONSUMER SATISFACTION IN PROCESSED SPICES PRODUCTS Dr.S.Ganesan
and R.Rajanbabu Assistant Professor and Research Scholar, Department of Economics,
Bharathidasan University , Tiruchirappalli -620 023, Tamil Nadu.