This ppt is for a project which i did for MSL India, Ahmedabad. MSL India handed me one of its client Kitchen Xpress to do research on. The sample size was 120 out of which 90 was urban and 30 rural. The areas which I covered under my research was Ahmedabad. Urban areas like Chandkheda, Sabarmati, Maninagar, Gurukul Road, Bodakdev, Satellite. Rural areas like Shilaj, Bhadaj, Ghuma, Bopal Gaam

1. Market Research of
Kitchen Xpress Spices
for urban and rural
consumers
Rinnie George
12BSP1742

2. Flow of presentation
 MSL India
 Advertising Agency
 Hierarchy of MSL India
 Clients of MSL India
 Kitchen Xpress Oversees Ltd.
 Research objective
 Products of KXOL
 SWOT Analysis
 Porter five forces analysis
 Research methodology

3. MSL India
Established in 1999
Earlier known as Hanmer and Partners
Part of Publicis Groupe(world’s third largest advertising holding
companies)
In 2008 merged with MSL Group
MSL India comprises of Creative + and 20:20 MSL

4. Advertising agency
Departments of an ad agency:
 Creative Department
 Client Services
 Media Department
 Production Department

5. Hierarchy of MSL India
CEO
Associate
Account
Director
Account
Manager
Senior
Account
Executive
Account
Service
Executive
Senior Copy
Writer
Copy Writer
Junior Copy
Writer
Senior Art
Director
Senior
Visualizer
Visualizer
Senior Graphic
Designer
Senior
production
Manager
Production
Assistant
Vice President

6. Clients of MSL India

7. Kitchen Xpress Oversees Ltd. (KXOL)
Earlier was a part of Ramdev
Known as Ramdev Exports
In the year 2002 it separated from Ramdev- Swad Masala
Changed its name to Kitchen Xpress in 2006
Owned by Mr. Chirag Patel
Gaurang Trivedi- General Manager(Marketing)
Nikhil Pandya-Marketing Manager

8. Research Objective
• To find out the customers’ perception between
packed spices and loose spices
• To find out the best medium of advertising to gain
customer attention
• To find out why customers prefer loose spices
instead of packed ones
• Top of the mind recall of customers when it comes
to branded spices

9. Products of KXOL
Basic spices:
 Chili Powder
 Turmeric Powder
 Coriander Powder
 Coriander Cumin Powder
Blended Spices:
 Garam Masala
 Sambhar Masala
 Pav Bhaji Masala
 Pani Puri Masala
 Chaat Masala

10. Strengths:
1) It is one of the biggest player in the
exports market.
2) Raw materials easily available.
Weaknesses:
1) Low recall value
2) Flaws in distribution channel.
3) Less advertisement.
Opportunities:
1) Growth in the users of packed
spices.
2) Focus on loose spice users.
Threats:
1) Big players like Ramdev, Everest
pose a threat.
2) Local brands such as Siddhi
Masala, Pistol etc.
SWOT
Analysis of
KXOL

11. Porter Five Forces Analysis
Intensity of
competitive
rivalry
Threat of new
entrants
Bargaining power
of buyers
Bargaining power of
suppliers
Threat of substitute
products

12. Research Methodology
Questionnaire
Preparation
Sampling and
data collection
Data Analysis

13. Buyers of spices
71%
14%
13%
2% Me
Mother
Husband
Other

14. Percentage of packed and loose spice
users
30%
70%
Packed Spices
Loose Spices

15. Reason for using packed spices
29%
4%
40%
11%
10%
6%
Taste Color Consistent Quality
Packaging Assured Quantity Other

16. Usage time period
17%
15%
42%
26%
1 month- 6 months 6 months- 1 year 1year- 3 years 3 years- 5 years

17. Most effective medium of communication
33%
3%
27%
28%
7%
2%
Television
Radio
Newspaper
Retailer
Hoarding
Other

18. Place of purchasing spices
37%
16%
41%
6%
Local Provision Store
Supermarket
Wholesalers
Seasonal Tents

19. Most preferred quantity
24%
14%
42%
20%
100gms-500gms
500gms-1kg
1kg-3kgs
3kgs-5kgs

20. Adulteration in packed spices
18%
37%
45%
Yes
No
Cant Say

21. Problems with loose spices
11%
21%
61%
7%
Bad taste
Worms in spices
Change in color
Other

22. Viewers of kitchen Xpress ads
33%
67%
Yes
No

23. Findings
 Ramdev has very deep penetration in the customers mind
 Customers not aware about the defects in loose spices
 Men form a very large percentage of spice buyers
 Stores keeping expired packs of spices

24. Limitations of the research study
 Respondents not cooperative
 Only Ahmedabad area is covered
 Language barrier
 Secondary data may contain error
 Human error

25. Recommendations
 More focus on below the line activities
 Brand name must be written in Gujarati language as well
 Message must be made clear in TVC
 Increase the number of TVC
 Make KXOL available in provision stores
 Set up Kiosks in malls
 Social Media Marketing
 Arrange contests for radio listeners

26. Sources of information
 http://india.mslgroup.com/
 http://en.wikipedia.org/wiki/Publicis
 http://www.kxol.in/domestic.html
 http://www.kxol.in/facilities.html
 http://en.wikipedia.org/wiki/Mahashian_Di_Hatti
 http://www.gandhispices.com/corporate-info-the-company.htm
 http://www.jalarammasala.com/profile.php
 http://shasthasystemsandsolutions.com/shasthaonlinegrocery/index.php?route=product/product&p
roduct_id=455
 http://www.census2011.co.in/census/district/188-ahmadabad.html
 http://theglobaljournals.com/paripex/file.php?val=NjEw
 http://www.business-standard.com/article/markets/food-safety-issues-worry-indian-spice-industry-
112021100069_1.html
 http://www.business-standard.com/article/markets/coriander-up-more-than-1-on-rising-demand-
113042900296_1.html

27. THANK YOU