HUGO REITZEL

* Reitzel is a family-owned company that was successively

managed by Hugo Reitzel, the founder, Franz and Charles
Reitzel, his sons, and then Joseph Poupon until 1986.
* Since then, the company has been run by Bernard Poupon.
* The Reitzel and Poupon families are majority shareholders.
* Pierre B. Darmon joined Bernard Poupon to manage the
company in 1987.
* It entered into India in the year 2003.
* In 2005, the factory in India was commissioned.
  Gherkins
 Jalapenos
 Mustard pastes
 Baby Corn
 Flavoured Vinegars
 Flavoured Organic Olive Oils
 Dressings

* Mustards, Olive Oils and Vinegars are going to be launched

soon in India.

The products available in India currently:

 Gherkins
 Jalapenos
 Baby Corn
 QUALITY is the major USP of HUGO REITZEL.

 All the products are certified under the BRC and IFS certifications.

1. BRC Global Standards– BRITISH RETAIL CONSORTIUM

2. IFS – INTERNATIONAL FOOD STANDARDS
 threat of
new
entrants

bargaining Rivalry bargaining

power of power of
within an
suppliers buyers
industry

threat of
substitutes
1. Rivalry within an industry:
 This type of rivalry is faced by Hugo Reitzel in India from Del Monte, Golden
Crown, Fragata, Figaro and Dijon.
 The main issue lies with the price.
The prices of these brands are very low compared to that of Hugo Reitzel.

2. Threat of new entrants :

 Imported company of organic food which is the major competitor of Hugo Reitzel
in France or Switzerland, comes to India and has a lower price.

3. Threat of substitutes:
 Not only the major brands like the Del Monte, Figaro, Fragata, Golden Crown
and Dijon sell these products, but also the local sellers have them in their shops.
 Also the major substitute of gherkins comes from its own little family, cucumbers
4. Bargaining power of the suppliers:
 The company bargains with its buyers not on the basis of the price but on the
basis of the quality.

5. Bargaining power of the customers:

 Buyers have got many options at their ends which are not very poor in
terms of quality.
 But, the reduction in the price is also limited to a certain extent. The
buyers have to loosen their pockets a little more to get that higher and
richer quality.
•Specialization in
gherkins
•rigorous selection of raw
materials • High Prices
•Professional High quality •many strong competitors
recipes •low awareness
• active R&D department •preference for costing and
•prompt supply chain not quality
•specialized factories •less consumption of these
•Variants available products
•Quality Lablels: BRC &IFS Strengths weakness

opportunity threat

•emergence of new restaurants •Competitors introducing

and hotels variants
•people wiling to try new •Competitors lowering the
dishes prices more
•the need for imported food •foreign companies entering
products the Indian Market at lower
•increasing demand for quality prices.
food
Hugo – Reitzel India
 Indian Product Line of Hugo - Reitzel
GST Tax Landing cp( Basic Cp(Exclude
Item Description HSN Code Mrp
Rate Include Tax) Tax)

Hugoreitzel Cornichons In Chilli

12.00% 20011000 125 85 72.03
350G

Hugoreitzel Premium Gherkins

12.00% 20011000 140 95.2 80.68
350G

Hugoreitzel French Cornichons

12.00% 20011000 149 101.32 85.86
500G

Hugoreitzel Babycorn Sweet N

12.00% 20011000 154 104.72 88.75
Sour 370G

Hugoreitzel Whole Jalapenos

12.00% 20011000 286 194.48 164.81
500G

164.81
Hugoreitzel Sliced Jalapenos
12.00% 20011000 286 194.48
500G
 PROMOTION STRATEGY
- CREATIVE WORK PLAN-

 CommunicationTarget
 Communicating with users (Ages 18 to 49 years old)
 Communicating with buyers (mothers)
DIFFERENTIATING SELLING PROPOSITION

 Convenient packaging & great taste!

 PROMOTION STRATEGY
- MEDIA TO BE USED-
 Magazines
 ads in Magazines

 Social Media
 Banner ads on Facebook & Twitter that reward viewers with a mini
movie for clicking on the ad (linked toYouTube)
 Mini movies posted onYouTube

 Print
 Integration of QR code technology
 PLACE STRATEGY
- DISTRIBUTION STRATEGY -

 Intensive Distribution will be used to deliver our product extension

 Due to relatively short product life cycle
 PLACE STRATEGY
- PRODUCT SALES -
 Hugo – Reitzel will be distributed through DC and DSD model
wherever applicable.
 These retailers supply convenience items that consumers purchase
regularly
 Reliance Retail
 Reliance Market (cash & Carry)
 D Mart
 Sahakari Bhandar retail
 Hypercity
 Nature Basket
 Spencers
 Vishal Mega Mart
 Wall Mart (Cash & Carry)
 PLACE STRATEGY
- PRODUCT SALES -
 Metro Cash & Carry
 Heritage Retail
 Trendhyper (Tata -Tesco)
 vijetha Retail (South bases)
 Big Basket -e com
 Grofers – e com
 Amazon e- com
 Apollo (2100 outlets in India)
 Wellness Forever
 Noble Chemist
 Spar Retail
 Future Retail
 ABRL
 SRS Retail
 Lu Lu Retail
 Listing Fees In Modern Trade

Available
NO OF
Sl. No. ACTIVITY DESCRIPTION Nature of NO OF MONTHS TOTAL COST (INR)
STORES
Account

LISTING FEES

1 RRL Listing 32 Rs100,000 Rs100,000

2 Tesco Listing 8 Rs200,000 Rs200,000
3 Future Ltd Listing 38 Rs300,000 Rs300,000
4 Haiko Listing 1 Rs50,000 Rs50,000
5 GNB Listing 27 Rs675,000 Rs675,000
6 Big Basket & Other Ecom Listing 2 Rs100,000 Rs100,000

TOTAL
Rs1,425,000
 MARKETING EXPENDITURE 2018(PAN INDIA) (Hugo-Reitzel)
Available Nature of No.of
Sl. No. Particulars City Exp/Store Period(Months) Total Expenditure
Account Stores
RETAIL VISIBILITTY
1 Danglers Retail Visibility 15 150 2 4500
2 Merchandisers Retail Visibility 3 500 2 3000
TOTAL 7500

Available Nature of No.of

Sl. No. Particulars City Exp/Store Period(Months) Total Expenditure
Account Stores
MEDIA EXPENSES
Mumbai
,Bangal
1 Press Ads Media 3 30000 1 90000
ore &
Delhi
TOTAL 90000

Available Nature of No.of

Sl. No. Particulars City Exp/Store Period(Months) Total Expenditure
Account Stores
OUTDOOR
1 Production of Flex/Vinyl Outdoor Visibility 15 Mumbai 400 2 12000
2 Wall Painting/ Shutter painting Outdoor Visibility 5 ,Bangal 1000 2 10000
ore &
3 Bus Stop Branding Outdoor Visibility 3 4000 2 24000
Delhi
TOTAL 46000

Available Nature of No.of

Sl. No. Particulars City Exp/Store Period(Months) Total Expenditure
Account Stores
ON GROUND ENGAGEMENT
1 Distributor / Retailer Event Promotion 1 Mumbai 5000 1 5000
2 Merchandise material Promotion 10 ,Bangal 2000 2 40000
ore &
3 Sampling promoters Promotion 6 14000 1 84000
Delhi
TOTAL 129000
 Contd…
Available Nature of No.of
Sl. No. Particulars City Exp/Store Period(Months) Total Expenditure
Account Stores
AGENCY FEES / RETAILERS
4 Agency 4- Digital Media Agency Agency Retainership 1 10000 2 20000
TOTAL 20000

Available Nature of No.of

Sl. No. Particulars City Exp/Store Period(Months) Total Expenditure
Account Stores
LOYALTY
Loyalty
1 Customer Loyalty 5 1000 2 10000
Management
Loyalty
2 Distributor Loyalty Campaign 2 1000 2 4000
Management
Loyalty Mumbai
3 Product giveaways 3 1000 2 6000
Management ,Bangal
Loyalty ore &
4 Product discounts 3 1000 2 6000
Management Delhi
Loyalty
5 Special offers 3 1000 2 6000
Management
Loyalty
6 Retailer Loyalty Campaign 1 2000 2 4000
Management
TOTAL 36000

MISC
Mumbai
Other- Marketing ,Bangal
1 Other branding (Call Center, SMS etc) 3 1000 3 9000
expenses ore &
Delhi
TOTAL 9000
GRAND TOTAL = (Total + Listing Fees) Rs1,891,500
THANK YOU