Presentation on Rajnigandha

By – Trapti Mishra
 About

• Rajnigandha is a DS group product.

• Dharampalji Sugandhi (Dharampalji) set up the Dharmapal Satyapal Group

(DS Group) in 1929, as a manufacturer of fragrances. In 1935, it diversified
into flavored chewing tobacco.By 1950, Dharampalji's sons had introduced
many varieties of chewing tobacco. In 1965, they launched the first branded
chewing tobacco in India.

• In 1979, the DS Group launched Tulsi Zafrani Zarda (tobacco powder) and
Rajnigandha gutka (tobacco powder mixed with beetle-nut powder).By the
mid, the DS Group became a leader in tobacco-basedproducts with brands
like Baba, Tulsi and Rajnigandha.
 Objective

• To Revive the Tradition of Paan.

• To Launch a Product unfolding the mindset &taste of the
Indian Palate.
• To constantly deliver quality products and makeour
organization a globally trusted brand.
• To bring joy in every bite & excitement fordifferent taste.
 Product Varieties

• Rajnigandha Classic
• Rajnigandha Clove
• Rajnigandha Saffron
• Rajnigandha Meetha

And comes in pearls too for non tobacco easters.

 Pricing
•Premium pricing (also called prestige pricing) is our strategy.

•Pricing at or near the high end of the possible price range will
help attract status-conscious consumers.

•The high premium pricing will enhance and reinforce Brand

image.

•Brand and product attributes such as eco-labelling will add

value for consumers and also attract premium pricing.

•The price will be an indication of good quality.

•Its a sign of self worth - "They are worth it;" it authenticates

the buyer's success and status; it is a signal to others that the
owner is a member of an exclusive group.
 Packaging

•Packaging & Manufacturing unit located at Guwahati, Noida, Delhi, Tripura, Himachal Pradesh &
Haryana.

•Centrally located.

•Surrounded by greenery.

•Easy accessibility.

•Close to Railway.

•Final product can be easily transported to various parts of Mumbai.

•Sold in small retailer shops.

 Place

• Packaging & Manufacturing unit located at Guwahati, Noida,

Delhi Tripura, Himachal Pradesh & Haryana

• Centrally located Surrounded by greenery

• Easy accessibility. Close to Railway

• Final product can be easily transported to various parts of

Mumbai

• Said in small retailer shops

 Promotional Strategy

•Active social media pages to interact.

•Also promote our initiatives.

•All Major Travel, news , entertainment portals to show Launch campaign.

•Launch Rajnigandha Website: 1st interactive Paan pan masala Site with
Blogs, CSR Activities, Campaigns, Event Presence, The taste of Tradition of
Paan.

•Tie up with online partners for offering discount coupons as a visitor registers
on the site Tie up with various leading restaurants providing authentic Indian
food.
 Segmentation & Targeting

•Paan Masala & Gutkha

•Regular Paan Eaters

•Occasional Paan Eaters

•Non-Paan Eaters (includes non drinkers & smokers)

 Positioning

•100% tobacco free & nicotine free

•Can include tobacco if consumer want

•Benefits from organically grown Betel leaves

Thankyou