Pepping Up the Menu

Group No.4
Hitesh Rathod (36)
Surabhi Pal (28)
Sumit Pawar (34)
Akshay Pawar (33)
Mrunal Pisal (35)
Shubham Patil (32)
Ajinkya Parswar (31)
Pratiksha Patil (30)
 Summary
Characters Involved in case:
Founder of Kishorimal Oil Mills (KOM): Kishorimal Verma
Owner and Managing Director of KOM Foods: Pran Nath Verma
Marketing Manager of KOM: Rishi Puri

– Kishorimal started a Company called KOM 30 years ago of Selling oil which over the
time established it’s name in market.
– Ten years ago 3rd generation of vermas launched Quick ‘N’ Ready- ready to use
powdered turmeric, Salt, Pepper and Red chilies in Convenient packs.
– After 7 years of launch of Q&R spices, It had become full fledged profit centre at KOM
due to it’s Packaging, distribution, reach, Quality.
– Pran Nath wanted the Q&R brand to grow beyond spices, the brand should be
resembled as convenience.
– Rishi Puri said that customers look Q&R as a spices company. With the help of
Expertise we can widen brand image and product line.
– The meeting had ended in many question and direction as how we can extend and
focus on brand’s image in terms of Convenience.
 1. Whose side are you on - Pran Nath or Puri?
ꓫ Pran Nath
• We must now come out with other
convenience​ products like grain, flour,
mineral water ​and snack foods."
• Q&R stands for convenience, ready-to-
use products."
• Q&R was a powerful brand and new
products can be launched under the
same name.
Justify your stand.
 Rishi Puri
• Validate the equity of the brand in the minds
of consumer.
• We need to do a brand audit to examine the
brand image.
• Consumer perception remains that Q&R is
spices company.
• It could be extended to all conveniences in
cooking.
• It would be wiser to create sub-brands to
differentiate the various segments.
 2. Discuss brand equity of Q&R brand in terms of
its market position and extension potential.
Consumers perception towards Q&R brand is related to,
• Spices
• Convenience
There is a lot of extension potential in brand Q&R as
mentioned below:
• New varients of spices can be introduced.
• New products which are related to cooking and convenient
can be introduced.
• To extend Q&R’s image, new products can be launched
which speak about convenience.
 3. What are your suggestions for the
product mix of the Q&R brand and KOM?

• Garam masala
• Chaat masala
• Ginger & Garlic Paste
• Curry powder
• Pickles
• Tomato Ketchup
• Mayonnaise
 New Sub-brand under Q&R
Papad Soup Noodles
 KOM also can launch some varients of oil

KOM
KOM
Peanut Oil

Sunflower Oil Peanut Oil Groundnut Oil Mustard Oil

Thank You