Marketing Campaign (Final Project)

Company Name: Desi House (Pickle Specialist)

Business Type: Manufacturing
Product Category: Food
Product Name: Achaari Kery

Stakeholders:

1. Syed M Daniyal
2. Hussam Niazi
3. Hunaid Majid
4. Ahsan Akbar
 Market Analysis
Existing Products New Products

Existing
Product
Markets Market Penetration
Development

New
Market Market Development Diversification
 Company Background

How it Started!

My mother making this special & Unique pickle called "achaari keri"
every summer. Relatives loved it and asked for it each year. So, we
thought, why not turn it into a business? We decided to sell it within
the relatives level and we observed a significant demand increase at
the family level year by year so Now, we're expanding to make it a big
business. With positive reviews, we're excited, believing people will
really like our product.
 Segmentation
Geographic, Demographic, Psychographic, Behavioral
Age 15-55 Personality Adventurous
Location Urban Loyalty Very loyal
Purchase Low priced Education Middle

Gender All Family Size 1-5 +

Values Tradition Interest Travel, Food
Usage Daily
Income 30K-50K
Country Pakistan
 Targeting & Positioning
Targeting
“Pickle Lovers” “Sour & Spicy food
Enthusiast” those people who love
to eat Pickle with every meal i.e.,
home cooked meal Like “Daal
Chanwal”
Positioning
For Pickle lovers “Desi house”
presents a new kind of pickle –
Achaari Kery Unique Form (USP),
Taste & Texture, It’s 100 % organic,
Does not contain any additional
preservative, available at a very
affordable price and we ensure
compliance with the highest food
safety standards
Competitors Info
BCG Standing
 Market Size Info
5%
Category Market Share %

Oth
Branded & Packaged 25 - 30 40 %
Local & Loose 70 - 75 15 %

ers
Brand Annual Sale
National Foods 20 crore
Ahmed Foods 10 crore
Shaan Foods 5 crore
Mehran 5 crore
Others 70 Lakh 15 %

25 %
 SWOT Analysis
Strength, Weakness, Opportunity, Thread

Unfamiliar with
Unique Recipe &
the appropriate
product form
machinery

In this form, All Pickle competitors

pickles are not in can begin product
the market development
 Market Environment

Political Economical
The political climate is unstable & Inflation is at a record high, which
Government’s tax polices change means that customers are looking
daily. for affordable products. The worst
Legal exchange rate is an issue, but we
have an advantage because all the
Labor Laws, Factory Act & Food raw materials are locally oriented.
safety Rules & Regulations
Technological
Digitalization transformed marketing strategies online platforms and social
media playing a significant role in reaching and engaging customers.
 Product Levels
Core Product:
Unique Pickle form,
soft to eat, 100 % Organic
& does not contain any
Augmented Product: additional preservative
Desi house online store,
Free delivery through out
Pakistan.
Actual Product:
Desi House Achaari kery
available at 50g – 500g in
glass jar & Pouch packaging.
One year shelf-life
 Product SKUs

Size Options:
50g Minimum – 500g Maximum
Available Size in jar:
(150g, 250g, 350g & 500g)
Available Size in Pouch:
(50g & 100g)
Packaging Type:
Glass Jar Type
Pouch Type
Flavor Info:
Spicy Flavor Only
 Product Life Cycle

Product Development
Pricing Factors

Competition Market
based Penetration
 Distribution Channel

Initially Indirect & Direct Channels

Desi House
Supermarkets Consumers Level 1
(Warehouse)

Desi House Desi house own

(Warehouse) Consumers Level 0
online store

Afterwards Indirect Channels

Distributors Retail shops

Desi House Level 1 & 2

(Warehouse) Consumers

Supermarkets
Promotion
Social Media Facebook Instagram & Youtube Ads
Marketing

Advertising Television Ads

Word of mouth Reviews

Content
Billboard
Marketing
Visual Ad 1
Visual Ad 2