AN INTEGRATIVE STUDY OF PDS ORGANIC’S

MARKETING ACTIVITIES

Submitted By

Abhilash V J – 22PBA201

Anex Roy – 22PBA112

Chandhini Prasanth – 22PBA340

Joseph Georgey – 22PBA321

Mohammed Arshad A – 22PBA351

 TABLE OF CONTENT

SL NO TITLE PAGE NO

1
INTRODUCTION 3-7

CHAPTER 1: PRODUCT

1.1: VALUE PROPOSITION CANVAS

2 8-13

1.2: BCG MATRIX: UNDERSTANDING PDS ORGANIC'S

PRODUCT PORTFOLIO

3
CHAPTER 2: PRICE 14-16

CHAPTER 3: PRICE

4 17-19
3.1 PRICING STRATEGIES

3.2 PRICING STRATEGIES FOR LOCAL PEOPLE

5
CHAPTER 4: PLACE 20-21

6
SUGGESTIONS 22-25

7
CONCLUSION 26

8
GALLERY 27

2
 INTRODUCTION

An Integrative Study of Peerumedu Development Society's PDS Organic Marketing

Activities

The organic food market has witnessed significant growth in recent years, driven by a growing
consumer interest in health, sustainability, and ethical sourcing. Peerumedu Development
Society (PDS), an organization dedicated to the welfare of rural farmers as well of promotion
of organic spices, has emerged as a key player in this market by offering a range of organic
products.

This study aims to conduct an integrative analysis of PDS's marketing activities for its organic
products. This analysis will provide valuable insights into how PDS positions itself within the
competitive organic market and how effectively it reaches its target audience.

The study will explore various aspects of PDS's marketing efforts, including:

• Product Mix: Examining the range of organic products offered by PDS and their unique
selling points.

• Pricing Strategy: Analyzing PDS's pricing strategy for its organic products and its
competitiveness within the market.

• Distribution Channels: Identifying the channels PDS utilizes to distribute its organic
products to consumers.

• Promotional Strategies: Evaluating the marketing and promotional tools employed by

PDS to create brand awareness and drive sales.

By integrating these elements, this study will provide a comprehensive understanding of PDS's
organic marketing approach. The findings will be valuable for PDS to identify areas for
improvement and optimize their marketing strategies for continued success in the organic food
market.

3
Company Overview
Peermade Development Society is a non-governmental organization (NGO), community-based
organization, or a development society. PDS stands as a prominent national-level organization
dedicated to fostering sustainable development among tribal communities, marginal and small-
scale farmers, indigenous populations, women, and children throughout India. Established in
1980, PDS is officially registered as a Non-Governmental Organization (NGO) under the
Travancore Cochin Literacy and Charitable Societies Registration Act of 1955.

Founded by Mar Mathew Arackal, the Bishop Emeritus of Kanjirapally diocese, PDS emerged
from a lifelong commitment to
engaging with rural and tribal
communities in the Idukki district of
Kerala. Over the decades, working
closely with these communities has
allowed PDS to develop several
replicable models in the realm of
rural development.

PDS takes pride in its flagship

programs, which encompass organic farming, watershed development, rural health and
wellness, climate change initiatives, food security measures, rural technology and grassroots
innovations, as well as micro-enterprise development and research. These initiatives have
garnered appreciation and recognition from both national and international agencies.

Notably, PDS has achieved a significant milestone by inspiring various governmental and non-
governmental organizations within and beyond Kerala to adopt and replicate these successful
models, contributing to the cause of sustainable rural development.

Vision

“That they may have life and have it abundantly.”

Mission

Empowerment of village communities especially the tribals, women and the marginal farmers
towards sustainable development by conserving and enhancing local resources in order to have
fullness of life.

4
ACTIVITIES AND PROGRAMS OF PDS

Tribal development programmes: The tribal development programmes of PDS focuses on

capacity building and creation of awareness. About twenty tribal settlements in Idukki district
benefit from PDS projects. Formation of self-help groups, cultivation of medicinal plants,
collection of organic spices and tea leaves and rain water harvesting are among the major
activities.

Women’s development: PDS organizes frequent skill training programmes for women. They
include umbrella making, soap making, book binding, quail farming, rabbit rearing, plant
nurseries, wool knitting, electric embroidery, screen printing and electronic goods repairing.

Micro-finance: Rather than providing mere credit, micro-finance programmes of PDS ensures
comprehensive development of enterprises - capacity development, promotion of self-help
groups, facilitating linkages and collaborations and networking from part of all micro-finance
ventures of PDS.

Family sponsorship programme: is a model family support project intended to help deserving
poor families in the region. The project receives financial support and guidance from ‘Save a
Family Plan’ of Canada, ‘Family Care Programme’ This of Austria, Akiton Erzengel Rafael of
Austria, and German Sponsorship Programme of Germany. The project has successfully
catered to the needs of more than 1,000 families in the region.

Watershed development programme: The activities of PDS in the area of watershed

development area have received accolades from in and abroad the country. The Watershed
Development Management Programme (WDMP) of the PDS implements projects and is
capable of consultancy services. Conservation of land, water and biomass are the focus areas
of WDMP. The Council for Advancement of People’s Action and Rural Technology (CAPART)
has selected WDMP as one of the Support Voluntary Organizations (SVO) for the promotion
of its watershed development programmes in the states of Kerala, Tamil Nadu, Andhra Pradesh,
Karnataka and the Union Territory of Pondicherry.

Organic farming: An early entrant into organic farming in the state, PDS has made
commendable achievements in both the practical and consultancy fields. Organising thousands

5
of farmers in the region PDS has made organic farming a mass movement. It also helps farmers
in the marketing of organic farm produce. There is also an organic produce export division
which purchases organic produces directly from the farmers. Organic farm products of PDS
have been well-received in several foreign countries across the globe.
A tea factory employing modern methods for processing organic tea is also run by the PDS.
The biotechnology efforts of PDS include a tissue culture unit where successful attempts have
been made in case of plants such as pepper, vanilla, plantains and rare herbs.
There is also a well-equipped laboratory where biological control agents are developed.

Technology Resource Centre

The Council for Advancement of People’s Action and Rural Technology (CAPART) has
approved PDS as a Technology Resource Centre (TRC). The TRC at PDS imparts training to
farmers in organic farming and sustainable and indigenous farming techniques.

Consultancy services

PDS offers consultancy services to individuals and organizations in the areas of organic
farming, animal husbandry, Ayurveda, micro-finance, watershed development and housing
and sanitation.

Sahyadri Ayurvedic centre

Sahyadri, the ayurveda hospital and resort managed by the PDS, is situated in a scenic location
near the Thekkady Wildlife Sanctuary. Professional ayurveda treatment in the comfort of
modern amenities is the hallmark of the centre. Panchakarma, the rejuvenation therapy in
ayurveda, is also offered here.

In 2002 the Organic Agri-Products & Exports Division began construction of an own
processing facility at Valanjanganam, near Kuttikkanam. It was completed in 2005. The office
was shifted from the small space at Pothupara camp office to the new facility and the name was
changed to PDS Organic Spices. Similarly, processing was carries out in the new facility from
March 2005 onwards. Today PDS Organic Spices is the Topmost Exporter of Organic Spices
from India. It exports certified organic spices to countries like USA, Japan, Germany, U.K, The
Netherlands, France, Belgium, Australia

6
CHAPTER 1

PRODUCT

7
PRODUCT

PDS Organic is a leading player in the realm of organic spices, offering a unique blend of
products and services that cater to the diverse needs of various individuals passionate about
this vibrant organic spices. This chapter serves as an introduction to PDS Organic, delving into
its product portfolio, exploring its competitive landscape, and outlining the value proposition
it delivers to its stakeholders.

• Cinnamon: A spice derived from the inner bark of several trees from the genus
Cinnamomum. It is known for its warm, aromatic flavour and is used in a variety of culinary
applications.
• Sago Palm fruit powder: This is a starch extracted from the sago palm tree. It is a
gluten-free flour that can be used as a thickener in soups, stews, and sauces.
• Black pepper: is a spice made from the dried, unripe fruit of the Piper nigrum plant. It is
the most common spice added to food in the world, known for its pungent flavor and heat.
• Garcinia Cambogia: It is a fruit native to Southeast Asia. The rind of the fruit is
sometimes used as a weight loss supplement, although its effectiveness is disputed.
• Nutmeg: is the seed kernel of the Myristica fragrans tree, a spice used for its distinctive
sweet and slightly nutty flavour. It is often used in savoury dishes, baked goods, and
beverages.
• Cardamom: The seed pod of several plants in the ginger family. It has a strong, pungent
flavour with warm, citrusy, and peppery notes. Cardamom is used in both sweet and savory
dishes in Indian and Middle Eastern cuisine.
• Nutmeg mace: This product the lacy red aril that surrounds the nutmeg seed. It has a
similar flavour to nutmeg, but it is more subtle and delicate. Mace is often used in savoury
dishes, such as stews, soups, and sausages.
• Star anise: is the fruit of the Illicium verum tree, native to Southwest China and
Vietnam. It has a distinctive star-shaped appearance and a licorice-like flavour. Star anise
is a common spice in Chinese and Vietnamese cuisine.

8
 • Arrowroot powder: is a starch extracted from the tubers of various tropical plants. It is a
thickening agent that can be used in soups, stews, and sauces. Arrowroot powder is also a
good substitute for cornstarch or flour.
• Coffee powder: is ground coffee beans, the seeds of berries from certain Coffea species.
Coffee is a brewed drink prepared from roasted coffee beans, known for its stimulating
effect due to its caffeine content.
• Clove: is a dried flower bud of the Syzygium aromaticum tree, a common spice used in
Indian, Middle Eastern, European, Asian, African, and Latin American cuisine.

Beyond its core product offerings, PDS Organic recognizes the evolving needs of the
agricultural landscape and offers consulting services to farmers. These services provide
valuable guidance on various aspects of tropical fruit farming, empowering them to adopt
profitable and sustainable practices.

1.1 Value Proposition Canvas

High-Quality Ingredient
Increased income
Health Benefits
Economic growth
Organic Spice
Farming Training Distinctive Flavors
Assurance of organic,
high-quality spices Sustainable and
Market Access profitable farming
Support practices

Community Economic
Development empowerment and
Programs Lack of market access community
Increased income development
Consumer Limited economic
Awareness Economic diversification opportunities
Campaigns
Transparency in the supply chain Health-conscious choices

9
The Value Proposition Canvas is a strategic tool designed to help businesses and organizations
understand, design, and improve their value proposition to customers. It is part of the broader
Business Model Canvas, which is a visual framework for developing, describing, and managing
business models. The Value Proposition Canvas specifically focuses on the value a company
offers to its customers.

Client Profile:

1. Jobs to be Done (JTBD):

• Farmers: Seeking sustainable and profitable farming practices for organic spice and group
cultivation.

• Communities: Aiming for economic empowerment and community development through

organic farming.

• Consumers: Desiring access to high-quality, chemical-free organic spices for healthier

living.

2. Pains:

• Farmers: Lack of market access, low income, reliance on chemical inputs.

• Communities: Limited economic opportunities, environmental degradation from

conventional farming.

• Consumers: Concerns about the quality and origin of spices, health-conscious choices.

3. Gains:

• Farmers: Increased income, sustainable farming practices, access to fair markets.

• Communities: Economic growth, environmental conservation, improved quality of life.

• Consumers: Assurance of organic, high-quality spices, support for sustainable agriculture.

10
Value Proposition:

1. Products and Services:

• Organic Spice Farming Training: Equipping farmers with sustainable and organic
cultivation practices.

• Market Access Support: Creating avenues for farmers to connect with fair and sustainable
markets.

• Community Development Programs: Focusing on socio-economic growth in spice-

producing regions.

• Consumer Awareness Campaigns: Educating consumers about the benefits of organic

spices.

2. Pain Relievers:

• Farmers: Increased income through fair trade practices, reduced dependency on chemical
fertilizers.

• Communities: Economic diversification, reduced environmental impact from traditional

farming.

• Consumers: Certified organic products, transparency in the supply chain, trust in spice
quality.

3. Gain Creators:

• High-Quality Ingredients: Offering organic spices sourced from trusted suppliers, ensuring
purity and quality.
• Health Benefits: Highlighting the health benefits of using organic spices, such as being free
from pesticides and additives.
• Distinctive Flavors: Providing a wide range of unique and flavorful organic spices to
enhance culinary experiences.

11
1.2 BCG Matrix: Understanding PDS Organic's Product Portfolio

Star Question Mark

Cinnamon Garcinia
Cambogia

Cash Cow Dog

Black Pepper Sago Palm Fruit
Garcinia
Powder
Cambogia
Cinnamo
n

The Boston Consulting Group (BCG) Matrix is a strategic framework used to assess a
company's product portfolio based on market growth and relative market share. Applying this
framework to PDS Organic’s offerings provides valuable insights:

• Stars (High Market Share, High Growth

Cinnamon: Cinnamon is a star product due to its high market share and sustained demand.
It’s warm, aromatic flavour makes it a versatile spice used in various culinary applications
worldwide. The strong market presence and potential for continued growth position it as a
star in the product portfolio.
• Question Marks (Low Market Share, High Growth)
Garcinia Cambogia: While the effectiveness of Garcinia Cambogia as a weight loss
supplement is disputed, it falls into the question mark category. It has the potential for high
growth if its benefits are widely accepted, but its current market share may be low.
• Cash Cows (High Market Share, Low Growth)
Black Pepper: Black pepper is a cash cow as it holds a significant market share and is a
staple spice in many cuisines. However, its growth rate may be slower compared to newer,
trendier products.

12
• Dogs (Low Market Share, Low Growth):
Sago Palm Fruit Powder: Sago Palm Fruit Powder may fall into the dog category as it
may have limited market share and growth potential compared to other products in the
portfolio.

13
CHAPTER 2

PROMOTION

14
PROMOTION

A. Digital Marketing and Socia Media:

• Establish a strong online presence through a website and social media platforms.
• Share engaging content about organic farming, success stories of farmers, and the benefits
of organic spices.
• Use visual content such as images and videos to showcase the journey from cultivation to
the end product.
• Leverage social media campaigns, organic reach, and targeted advertisements to reach a
wider audience.
B. Storytelling and Content Marketing:
• Share compelling stories about farmers, communities, and the impact of organic spice
farming.
• Create blog posts, articles, and case studies highlighting the NGO's initiatives and
achievements.
• Emphasize the unique aspects of organic spices, including health benefits, environmental
sustainability, and supporting local communities.
C. Partnerships and Collaborations:
• Collaborate with chefs, food bloggers, and influencers who can endorse and promote
organic spices.
• Form partnerships with restaurants, grocery stores, and food-related businesses to feature
and sell organic spice products.
• Engage in joint initiatives with other NGOs or environmental organizations to amplify the
message of sustainability.
D. Educational Workshops and Events:
• Conduct workshops and webinars on organic farming practices, sustainable agriculture, and
the benefits of using organic spices.
• Organize community events, farmer's markets, or spice festivals to create direct
engagement with the target audience.
• Offer tastings and cooking demonstrations to showcase the quality and flavors of organic
spices.

15
E. Certifications and Seals:
• Obtain and prominently display relevant organic certifications to build trust with
consumers.
• Highlight the NGO's commitment to ethical and sustainable practices through recognizable
seals and logos.
• Clearly communicate the significance of these certifications in terms of quality and
environmental impact.
F. Public Relations (PR):
• Develop press releases and media kits to share notable achievements, partnerships, and
success stories.
• Foster relationships with journalists and media outlets to secure coverage in relevant
publications and news outlets.
• Utilize PR opportunities to position the NGO as a thought leader in the organic spice
industry.
G. Community Engagement:
• Engage with local communities through outreach programs, educational campaigns, and
participation in community events.
• Foster a sense of community around the cause, encouraging individuals to actively support
and participate in organic spice initiatives.
H. Impact Reporting:
• Regularly share reports on the impact of the NGO's activities, including economic benefits
for farmers, environmental improvements, and community development.
• Use infographics, testimonials, and visual representations to effectively communicate the
positive outcomes achieved through the NGO's efforts.

16
CHAPTER 3

PRICE

17
PRICE

PDS organic spices aim to provide the world original Malabar spices known for its rich flavor
and aroma. There products adhere to the organic standards of India, EU, Japan etc. they have a
plenty of organic spices at various level of prices according to the product grade which is
evaluated on the basis of appearance, size, fragrance. They selling their products through online
and offline

3.1 Pricing Strategies are of:

• Market oriented pricing

They analyzing the market pricing for similar organic spices and adjust the prices to stay
competitive while they highlighting the unique quality of the organic spices.

• Premium Pricing

All most all their high-grade products are selling in the market at premium prices mainly,
cardamom, black pepper, pulp of pineapple etc. They position their organic spices as high
quality and charges a premium price for their health and environmental benefits.

• Promotional pricing

They introduce temporary price reductions or promotions to boost sales and attract new
customers.

• Bundle pricing

They offer discounts or special deals to all products for purchasing a variety of organic spices
together and encouraging large purchases.

The choice of pricing strategy they taking is based upon the factors such as production costs,
their target market and perceived value of the organic and sustainable practices.

3.2 Pricing strategy they giving to the local people:

• Community Discounts

They offer special discounts and prices to the local residents in the Peerumade and
Kuttikkanam, and the individuals they knowing.

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• Fair and Transparent Pricing

They clearly communicate with breakdown of the products price to their consumers
highlighting the costs associated with organic spices quality and sustainable farming.

• Seasonal or Local Promotions

They introduce promotions tied to local events or seasons to create excitement and encourage
them the local purchase.

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CHAPTER 4

PLACE

20
PLACE

In this chapter, we explore the place component of PDS Organic’s marketing mix, focusing on
strategic aspects such as location advantages, distribution channels, and logistics, all crucial
for ensuring efficient product delivery and customer satisfaction.

A. Location Advantages: PDS Organic strategically capitalizes on its geographical setting to

enhance its distribution reach and operational efficiency. Nestled in Peerumedu, Kerala,
amidst lush surroundings and positioning itself at the doorstep of Idukki district, the
company benefits from a region renowned for its organic farming and traditional farmers.
This strategic positioning serves as a cornerstone for PDS Organic’s endeavours, ensuring
an abundant supply of natural products.
B. Distribution Channels: PDS Organic adopts a diversified approach to distribution,
ensuring widespread accessibility of its products to customers nationwide and outside.
Operating a network of outlets in strategic locations including Kanjirapally, Vazhakulam,
Kuttikkanam, and Wayanadu, the company provides customers with convenient access
points to explore and purchase its extensive range of their organic offerings. The products
offered by PDS Organic can be bought from their and from the Indiamart website as well.
Moreover, PDS Organic has fostered collaboration with retail giant Lulu thereby making it
available to a wide range of customers as well. These collaborations ensure that PDS
Organic’s products are readily available to customers, catering to diverse needs and
preferences.
C. Logistics: Efficient logistics lie at the heart of PDS Organic’s operations, facilitating the
seamless movement of products from cultivation to customer's hands. The company
maintains a robust logistics infrastructure, meticulously managing inventory, orchestrating
shipments, and optimizing transportation routes. While PDS Organic does not directly
deliver products to individual homes, it offers a streamlined home delivery service from its
nearest outlets, ensuring that customers can conveniently receive their orders. Furthermore,
the company also does international exports to suppliers from various countries who
rebrands the particular product under their own brands. This approach minimizes logistical
complexities and enhances operational efficiency, reinforcing PDS Organic’s commitment
to customer satisfaction and accessibility.

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 SUGGESTIONS FOR PDS ORGANIC

1. PRODUCT
• Expand spice variety: To cater to diverse preferences and expand its product range, PDS
Organic Spices could consider introducing additional spice varieties with distinct flavour
profiles. This might include renowned options like exotic peppers or rare herbs, each
offering unique characteristics and appealing to different culinary tastes. Additionally,
exploring other spice types such as blends or international flavours could further broaden
the company's offerings, providing customers with a wider selection to choose from. By
embracing variety and innovation in its product lineup, PDS Organic Spices can better meet
the evolving tastes and preferences of culinary enthusiasts, ensuring a more inclusive and
satisfying cooking experience for all.
• Introduce innovative blends: PDS Organic Spices could embark on a journey of creativity
by crafting unique spice blends. This could involve blending their existing products
creatively or incorporating complementary ingredients such as exotic spices or aromatic
herbs. By experimenting with different combinations, the company can introduce
innovative spice blends that offer a delightful fusion of flavours and aromas, enticing home
cooks to explore new culinary experiences. Embracing this approach allows PDS Organic
Spices to showcase its versatility and commitment to innovation, captivating customers
with a diverse range of captivating spice blends tailored to suit various cuisines and cooking
styles.
• Develop ready-to-use options: Diversifying its offerings, PDS Organic Spices could
explore providing ready-to-use spice mixes or seasoning blends, catering to busy
consumers. This strategic move aims to appeal to a broader audience by offering convenient
and flavourful options suitable for modern lifestyles. By venturing into this market
segment, PDS Organic Spices can tap into new consumer demographics while providing
existing customers with additional choices for enhancing their dishes. Embracing ready-to-
use formats allows the company to extend its reach and adapt to evolving consumer
preferences, ensuring that PDS Organic Spices remains a relevant and competitive player
in the culinary industry.
• Variety product introduction: Leveraging its commitment to organic farming and
sustainable practices, PDS Organic Spices could introduce a new product line for sale. One

22
 enticing option could be offering organic condiments or dried fruits, capitalizing on the
demand for healthy and natural ingredients. By embracing this initiative, the company can
tap into the growing market for organic pantry staples while providing consumers with
access to high-quality and ethically sourced products. This strategic move not only
complements PDS Organic Spices' existing spice business but also diversifies its offerings,
enhancing its appeal to health-conscious consumers and culinary enthusiasts alike.
Embracing sustainability and quality, PDS Organic Spices can establish itself as a trusted
provider of premium organic products, further solidifying its reputation in the market.

2. PROMOTION
• Digital Marketing: Establish a strong online presence through a professional website and
active social media accounts. Share visually appealing content showcasing the spice farms,
the spice-making process, and recipes using PDS Organic Spices.
• Collaborations: Partner with influencers or bloggers in the food and lifestyle niche to
review and promote your products. Their endorsements can reach a wider audience and
build credibility for PDS Organic Spices.
• E-commerce Platform: Set up an online store to facilitate direct sales of your spice
products. Offer exclusive blends or limited editions to create a sense of exclusivity and
encourage online purchases.
• Customer Feedback Surveys: Regularly gather feedback from customers to understand
their preferences, suggestions, and areas for improvement. Use this information to refine
your products and services continually.
• Competitions and Giveaways: Run online competitions or giveaways through social
media platforms to increase brand awareness and engagement. Encourage participants to
share their love for PDS Organic Spices, expanding your online reach.
• Environmental and Social Responsibility: Highlight PDS Organic Spices' commitment
to sustainability and social responsibility. Emphasize eco-friendly farming practices, fair
labour conditions, and community involvement. This can resonate well with socially
conscious consumers.

23
3. PLACE
• Direct-to-Consumer Sales: Establishing an online platform allows PDS Organic Spices to
sell its products directly to consumers. This cuts out intermediaries, potentially increasing
profit margins and providing a channel for personalized marketing and customer
engagement.
• E-Commerce Partnerships: Collaborating with popular e-commerce platforms can
enhance the distribution network. Listing products on well-known online marketplaces can
increase visibility and accessibility to a larger customer base.
• Global Reach: An online presence enables PDS Organic Spices to reach a global audience,
facilitating international distribution. Direct online sales or partnerships with global online
retailers can expand the company's market beyond its physical location.
• Digital Marketing Strategies: Implement digital marketing strategies such as search
engine optimization (SEO), social media marketing, and online advertising to increase
online visibility. This can drive traffic to the online store and attract new customers.

4. PRICE

Conduct Market Research:

• Identify target customer segments: Investigate diverse customer segments within the spices
market, exploring their preferences and price sensitivity towards various qualities and
attributes.

• Analyse market trends: Remain updated on contemporary trends within the spices sector,
encompassing shifts in consumer tastes, fluctuations in demand, and evolving pricing
dynamics.

• Understand the competitive landscape: Examine competitors' pricing strategies,

encompassing spice varieties, target demographics, and pricing structures.

Evaluate Cost Structure:

• Calculate production costs: Conduct a comprehensive analysis of all expenses tied to spice
production, including labour, raw materials, transportation, and overhead costs.

• Factor in desired profit margin: Establish the targeted profit margin essential for the
company's financial sustainability.

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Consider Pricing Strategies:

• Competitive pricing: Depending on their market positioning and brand recognition, PDS
Organic Spices may periodically review and adjust their prices to stay competitive within
the spices industry.

• Value-based pricing: If PDS Organic Spices boast unique qualities, exceptional taste, or
ethical sourcing practices, they may consider implementing a value-based pricing strategy
to warrant a premium price.

• Cost-plus pricing: While employing this approach as a foundation to cover costs and
generate profit is prudent, PDS Organic Spices should also factor in market competitiveness
and perceived value.

Implement a Flexible Approach:

• Monitor market dynamics: Consistently track market trends, competitor pricing strategies,
and customer feedback to flexibly adjust the pricing strategy as required.

• Bundle pricing: Introduce bundled deals or discounts for larger purchases, motivating
customers and potentially boosting revenue.

• Consider promotional pricing: Employ short-term discounts or promotional offers

strategically to entice new customers and boost sales during targeted intervals.

Invest in Marketing and Communication:

• Focus on brand differentiation: PDS Organic Spices can capitalize on distinctive qualities
or niche positioning to justify premium pricing and establish a stronger brand identity.

• Invest in marketing and communication: Effectively convey the value proposition of their
spices to the target audience by emphasizing the factors that validate their pricing in
comparison to competitors.

• By rearranging and tailoring these recommendations, PDS Organic Spices can effectively
develop and implement pricing strategies to maximize profitability and competitiveness in
the spices market.

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 CONCLUSION
The study titled “An Integrative Study of PDS Organic’s Marketing Activities” sheds light on
the growing awareness among consumers and farmers regarding organic products in India.
Despite the initial emphasis on high-yielding seeds and chemical fertilizers during the Green
Revolution, there has been a significant shift towards sustainable agricultural practices.
Farmers are now adopting organic techniques, even with lower yields, and marketing their
produce as organic, commanding a premium price compared to non-organic products. The
stable demand for organic goods is met with supply fluctuations influenced by factors like
yield, price, and weather conditions. Companies entering this market provide assurance to
farmers, ensuring healthier organic products reach consumers and fostering trust. As the
organic products industry in India is still in its early stages, companies should focus on specific
target segments, create a niche, and implement effective marketing strategies to achieve
sustained growth.

26
GALLERY

27