MARKETING MIX “MDH’s MASALAS”

“MDH’s Spices" is the biggest manufacturer after Everest of India's spices. It was founded in
1919 as a public limited company. "MAHASHIAN DI HATTI" was produced simply in
order to allow women in the household to taste their food with the help of ready-to-use
ground and blending spices. These spices are a mixture of various homemade spices that
remind people of their ancestors' traditional spices.
“MDH’s" provides a large selection of 60+ and over One hundred and fifty (150) packages.
“MDH’s" is famous for having taken in a single day 30 tons of spice packed. It is in
challenging competition with “Everest” (has a market share of 13 percent), “Priya”, “Mothers
Recipe”, “Grab”, “CookMe”, “Pushp”, “Ramdev” and “Nilon”. Automated machines with a
capacity of Thirty (30) tonnes, with large packing ranging from Ten (10) grams to Five
Hundred (500) grams, mostly make and process these spices.

Marketing Mix: The marketing mix components are also referred to as the four P's.

1. Product- Products developed by end-user companies are referred to as goods. They

can be of two types-Tangible Product and Intangible Product (Services). Person can
see, touch and feel tangible goods in contrast with intangible goods. A commodity in
a market place is something that a seller sells to customers in exchange for money.

2. Price -The money an individual spends to buy the commodity is called the “price of
the product.” The value of a commodity is indirectly proportional to its accessibility
on the market. Unless it is available, its price will be higher and vice versa. Retail
stores which store exclusive products (not available at any other store) quote a higher
price from buyers.

3. Place- “Place" refers to the area in which the goods can be sold or purchased.
Purchasers can buy goods either from physical or virtual markets products. In a
physical market, buyers and sellers can physically meet and communicate with each
other while in a virtual market, buyers and sellers can meet through the Internet.

4. Promotion- Promotion discusses the diverse tactics and concepts placed in place by
advertisers to make the end-users aware of their brand. “Promotion” involves the
different methods used to support and make a brand famous among the masses.

4P’s of MDH MASALA

Product “in marketing mix of MDH Masala: MDH Masala” is a term synonymous with
quality spices. The company is a producer, exporter and distributor of “mixtures of spices”
and “ground spices” under its brand name “MDH’s”. Its specialty is its conventional and
unusual blend of various spices used for particular products. “MDH’s” provides a recipe for
items on its associated spice box and on its website to interested customers. Some of the
goods in the collection are as follows –
“Ground Spices”
MDH’s Black Pepper, Deggi Mirch, Jeera Powder, Kashmiri Mirch Powder, Haldi Powder,
Dhania Powder, White Pepper, Lal Mirch, Kasoori Methi
“Blend Spices”
Chana Masala, Chicken Masala, Garam Masala, Biryani Masala, Amchoor Powder,
PaaniPuri, Butter Chicken Masala, Chunky Chat Masala, Chutney Masala, Curry Powder,
Fish Masala, Dal Makhani Masala, Dahivada Masala, KitchenKing, Jal Jeera Masala, Meat
Masala, Shahi Paneer Masala, Sambhar Masala, Rajmah Masala

Place in the Marketing Mix of MDH Masala

Having headquarters based in Delhi, the foundation stone was laid down in Sialkot
(Pakistan). In the beginning it was a small shop, but no wonders it has a long way to cover.
After the partitions this legacy came to India and started its shop in Karol Bagh, Delhi. With
its products and offerings, the company, MDH has started growing in India and the didn’t
stop there, They have expanded their business to the countries like Saudi Arabia, Japan,
Europe, UAE, UK, South-East Asia, Canada and USA.
Progress and evolution with the time is basic need of any organisation. Same with the
MDH as well. The company has plants, Which are fully automated, situated at various
locations like Nagpur, Delhi , Sojat and Sharjah. For a business sector like FMCG it
requires a distribution network, which ensures that there is no touchpoint left empty to
reach the costumer. From a small corner side shop to big sized malls there is no
portion is left un covered. The company has the dealer network widely spread across
India and other countries, which includes more than One thousand whole sellers and
more than 4 Lakh retails stores and super stockists

“Price in the Marketing Mix of MDH Masala:”

MDH masala has grabbed a lot of attention every nook and cranny of the world in the
manner of tradition, virtuality and variety of flavours considering it within their
foremost duty . In fact, it is used in each and every home, hotels and those places
which are linked with the food. Various brands of space industry give the tough
competition to MDH masala. In order to keep its satisfactory position in consumer
market, it has acquired a combative rating policy. Manufactured products cost is
maintained reasonable and pennyworth. It has acquired a strong pricing scheme that
their manufactured products reach every square inch of India.
Each of the two strategies bloomed with the beautiful and productive colours in the
terms of increased turnover mass and higher profit to the company.
Regardless of being in the top two in respect of market share, it has to struggle against
the market in order to maintain its firm hold by hook or by crook.

Therefore, it intends to raise the business in order to achieve higher profits by

marketing the product at higher levels at pocket friendly rates.
Moreover, the rates of spices alter from Rs 25 to Rs 70 for a 100-gram packing which
is quite cost effective.

“Promotions in the Marketing Mix of MDH Masala:”

Because of the efforts, which are made to make MDH masala a brand, the
company has a very good brand recall value. The advertisement campaigns are
shown on various social and digital media platforms. Even the television
advertisement of the brand has huge impact on the Indian consumer mindset.
Apart from that the marketing is done by radio announcements, newspaper
advertisement , promotion on online shopping portals and websites as well. The
tagline “Asli masala sach – sach, M..D..H.., MDH” has become a most loving
and recalling tagline over the past few years. The company is actively involved
in various social activities. The trust named “ Mahashay Chunilal Trust” is
responsible for all these activities like opening schools, hospitals and various
activities.
Hence this completes the marketing mix of MDH spices.

SUGGESTIONS FOR MDH MASALAS

● MDH should improve its retail dealer’s connection as leading competitor Everest is
above them and we would suggest that MDH should strengthen the relationship
between producer and retailer as it’s directly B2B deal and by doing so can improve
their business grow rapidly.
● MDH has majorly acquired the northern part of the market in the country of India
whereas the middle part is taken up by Everest and Catch and in south India the ruling
party is MTR for the famous sambhar masala. We would suggest MDH fill those
missing gaps between brands and accelerate business to cover competitors area by
conducting a market survey, customer/employee feedback, blogs, and some R&D.
● MDH should also expand its presence in Indian Spices Market and make an attempt to
capture all those customers who are using unbranded masala products that can harm
their health. We would like to recommend that MDH should also manufacture wet
blend products like garlic paste apart from the dry masala and diversify the product
line.
● MDH can also work on their advertising tactics and should redesign as per today’s
scenario and upgraded, technological friendly audience. They should change from
traditional adverts and bring some innovation which can grab the attention of an
audience of a new generation. So reworking on advertising strategy and increasing
social media presence would help them.
● The company can also bring in a new segment in product and that is ready to eat food
packages for the bachelors or kids, or maybe travelers. They can focus on the people
who are living away from their families but can still enjoy the taste of homemade
food items. MDH can also target global dishes and make the spices of Chinese,
Italian, Thai to gain customer demand and confidence in the international market, and
thereby exports will rise.
● Likewise, Cadbury, Haldiram company should start promoting their products on a
seasonal basis such as festivals like Diwali or Holi, etc.