A study and analysis of jam and pickles Market in Delhi and developing Prof

Marketing strategies for Safal processed Foods ltd.” Sugandha

Sinha, PIMR

ABSTRACT
A study and analysis of the market of jam and pickles in Delhi and developing marketing
strategies for Safal processed Foods ltd.

Mother Dairy was commissioned in 1974 and is a wholly owned subsidiary of the National Dairy
Development Board. It is an ISO9001:2008 certified organisation where the quality of milk is of
Paramount importance for the company and hence it has invested extensively in hi tech
automated machines to ensure high quality / reliability and safety. Safal F&V arm of Mother
dairy was the first company to organize fruits and vegetable business in India. It is majorly into
Fruit pulp and concentrate, Fresh Fruits, IQF and vegetables and preserved Gherkins. Today
Safal is the market leader in Delhi NCR and operates the largest number of F&V stores in the
same. Over the years the brand has gained significant customer support and has become a
household brand with market leadership and presence across the country. Dairy Fruits and
Vegetables Private limited is a wholly owned subsidiary of National Dairy Development board.
They are also into manufacturing of fruits juices, jam, pickles and squashes. The project was
done to enhance the sale of Safal jam and pickles in Delhi and NCR by recommending possible
marketing viz; pricing, product and development strategies. And finally to develop marketing
strategies for it. Our research reports broadly cover Delhi NCR markets, present analysis,
outlook and forecast.

a) The market forecasts are developed on the basis of secondary research and are cross-
validated through interactions with the industry players. 
b) We use reliable sources of information and databases.  And information from such
sources is processed by us and included in the report.

During the study Delhi was divided into five regions and Noida was taken as a part of survey.
The structured questionnaire was prepared and tested before implemented for the real time
survey. The questionnaire was asked to non Safal customers and Safal customers on certain well
defined criteria. A total of 678 respondents (234 non Safal customers and 444 Safal customers)
were interviewed. Secondary data are collected from websites, newspaper and magazines.From
the field survey, it was concluded that Safal has to work more on promotional offers and increase
its customer base outside Delhi.More promotional campaigning needs to be done and also
product differentiation pasrt has to be garnered. More Variants (Green Chilly, sweet mango
pickle and Gunda ka Achar) are to be introduce in pickle category to attract those customers who
like such pickles. Through this project I have studied 4 P’s of marketing mix which includes
PRODUCT, PRICE, PLACE and PROMOTION for Jam and Pickles.

Small pack size of 250 gms and 500 gms should be given more importance because 90 %
customers likely to have in jam category. But in pickles, customers want to have a pack size in
 A study and analysis of jam and pickles Market in Delhi and developing Prof
Marketing strategies for Safal processed Foods ltd.” Sugandha
Sinha, PIMR

500 gms and 1kgs because its consumption is very high.Hence, the company has to focus on 3 rd
P of Place, marketing to enhance their sale in these two categories. Apart from that pricing
should be restructured for such products.

This study basically gives the insight of jam and pickle market in Delhi. Competitors in jam and
pickle are too many for brand like Safal which is only operates in Delhi and NCR with following
conclusions based on findings made:

a) Safal have wider customers base or market share in Delhi and NCR due to higher
penetration in these areas could able to gain advantages by providing promotional offers
in Jam and pickles to capture new customers.
b) Pickle is consumed widely by north Indian, so its consumption is very high in this region
but at the same time competition is also very high. Various brands are offering lucrative
offers to attract more number of customers.
c) To become nationwide popularity, Safal products to be sold in entire country in retails
stores, general stores and malls. In short availability needs to be increased.
d) Also Penetration pricing will help in attracting more market share.