Effective Marketing Strategies for recovery the declined

sales of Lalmai Food Products Ltd.

Effective Marketing Strategies for recovery

the declined sales of Lalmai Food Products
Ltd.

SUBMITTED TO:

Dr. Uttam Kumar Datta

Senior Management Counsellor
Bangladesh Institute of Management (BIM)
4 Sobhanbagh, Mirpur Road, Dhaka-1207

SUBMITTED BY:
Noyon Mazumder
Roll: 16MM019
PGDMM, Evening Batch
Bangladesh Institute of Management

BANGLADESH INSTITUTE OF MANAGEMENT (BIM)

(Ministry of Industries)
4, Sobhanbag, Mirpur Road, Dhaka
www.bim.org.bd

Letter of Transmittal
15 January, 2017

Dr. Uttam Kumar Datta

Senior Management Counsellor
Bangladesh Institute of Management (BIM)
Subject: Submission of Term Paper on Effective Marketing Strategies for recovery the
declined sales of Lalmai Food Products Ltd.
Dear Sir,
It is with great pleasure that I submit my Term Paper on Effective Marketing Strategies
for recovery the declined sales of Lalmai Food Products Ltd. This is requirement of
completing the PGD program.
I am very much fortunate that I have got a friendly environment in the marketing
department and closely observe and understand their activities. This job gave me a
valuable opportunity to gather my theoretical knowledge and utilize it in the particle
working environment.
I have tried my best to make the report as prefer as possible. I tried to present all the data
and information of the report in such a way that will be understood pretty easily. I hope
the small mistakes of the report will be kindly considered. I hope that this report will
meet your expectations and serve its purpose. I will gladly provide any information
regarding this report if it is necessary.
Thank you,
Sincerely yours,
Noyon Mazumder
Roll: 16MM019
PGDMM, Evening Batch
Bangladesh Institute of Management

Supervisor Certificate

This is certify that Noyon Mazumder of Bangladesh Institute of Management

(BIM)of PGD program has successfully completed his Term Paper on Effective
Marketing Strategies for recovery the declined sales of Lalmai Food Products Ltd.

The report has been prepared under my guidance and is a record of the genuine work
carried out successfully.

I wish his every success in life.

Dr. Uttam Kumar Datta

Senior Management Counsellor
Bangladesh Institute of Management (BIM)

Preface
This Term Paper is one of the most extensive reports. Most of the works that I have done
in response to the movement of the procedures and strategies the organization follows,
which clearly support the report.
In this internship work report my aim was to do the most completed and useable report. I
tried the best to accomplish my aim by adding relevant and adequate information to the
paper.
Hopefully, this Term Paper contents, will help the generation next and onwards.

Regards,

Noyon Mazumder
Roll: 16MM019
PGDMM, Evening Batch
Bangladesh Institute of Management

Acknowledgment

First of all I would like to convey my since gratitude to the almighty God for providing
us, the human being, the unique ability of knowledge and analytical understanding and
capacity to discover the knowledge throughout the life span.

Again my heartiest thanks go to Dr. Uttam Kumar Datta, Senior

Management Counsellor. My internship supervisor for
accommodating me with every support required for the preparation
of the Term Paper.

I would like to take this opportunity to express my deep gratitude to the following people
who where always very cooperative and without their support this internship report
would not have been possible.
The Managing Director Anayet Rasid, General Manager Md. Abdul Hai Siddique and
Business Development Manager Md. Bakhtiar Kalam Mazumder of lalmai food products
ltd, who agreed to participate in the study, by giving both time and their energies.
To all whom in diverse ways made this study a reality, I want to say them thank you very
much and may god bless you abundantly.

Executive Summary
ARKU is a brand of LALMAI FOOD PRODUCTS LTD. This brand is specially targeted
to the educated, urban housewives. These housewives are targeted because they are the
main decision makers of purchasing of spice powder in the family. It is high standard
quality powder spice. Moreover, it is recommended by Bangladesh Standard and Testing
Institute (BSTI).This report will describe on the market share, target market of the
product, mission of the advertisement, advertisement objective, competition, life cycle of
the product, media used for the advertisement and message of the advertisement.
The use of spices in cooking foods is a primitive event. Spices not only bring aroma and
good taste to the cooked foods but also possess some food value. Bangladesh has a fertile
land and favorable climate for the cultivation of chili, turmeric, cumin and coriander.
The remarkable success of ARKU attracted many more competitors and over last couple
of years. The primary objective of this study is to analyze the marketing practices and
sales analysis of ARKU Basic Spice, marketed by Lalmai Food Products Ltd.
Arku Basic Spices mind share, heart share, and market share are in the highest position
in its industry. Arku Basic Spice has successfully made awareness build up. Almost
everyone mentioned the name of Arku Basic Spice when they are asked to name a brand
of this kind. Arku Basic Spice has just finished its introduction stage in the product life
cycle (PLC) and it is now at the beginning of the growth stage in PLC. As Arku Basic
Spice is leader in the market, it has a high growth rate and its relative market share is
high.
To prepare the report, primary and secondary data collected from different sources. The
primary data is fresh information collected for a specified study. The primary data
gathered by observational, experimentation and survey method. The secondary data refers
to data, which already exists. The secondary data collect from internal records, business
magazines, company websites and Newspapers.

Since there are few differentiating factors in the existing brands, Arku use combination of
rational & emotional strategy to communicate with the consumers. So far, we have taken
the position of quality product and communicated with the consumers in the same line.
Arku already won the credibility of high quality product from the consumers. Arku Basic
Spice still holding 50% market share in terms of volume sales and 46% market share in
terms of value sales with maximum market share.
Promotional objective of Arku Basic Spice is to Motivate consumers relay only on Arku
because Arku gives assurance of purity that delivers desired taste and color, create strong
emotional bonding with Arku Branded powder spice, and make it an obvious choice for
consumer because Arku ensure purity and deliver authentic taste. In addition, to obtain
this objective, 4% of total estimated sales are hold for promotional budget.

Table of Content

Chapter

Topic

Sub-Topic

Title page

1-2
3
4
5
6
7-8
11-

Letter of Transmittal
Supervisor Certificate
Preface
Acknowledgement
Executive Summary
Chapter-1

Orientation of
study

1.1

Origin of the Study

1.2

Objectives of the study

1.3

Scope of the study

1.4

Methodology of the study

1.5

Limitations of the study

Chapter-2

Page

Organization part

2.1

Introduction

2.2

Company Profile

2.3

Company Mission & Objective

2.4

Company Vision

2.5

Functions of Different Departments

2.6

Export Market

2.7

Organizational Structure

2.8

Marketing Division

2.9

Company key activities are

2.10

Identifying Target Market

2.11

Products profile

2.12

The company competitive

conditions

17-26
18
18
19
19
19
20
21
22
22
23
24-25
26

Chapter-3

Finding and
Analysis
Market Share Analysis

3.1
3.2
3.3
Chapter-4

27-47

Sales Analysis
Concrete Findings

Marketing Strategy
MarketingStrategy

4.1

Product Strategy

4.2

Pricing strategy

4.3

Distribution Strategy

4.4

Promotional Strategy

Chapter-5

28
32
34-47
48-57
49-50
51
51
52
53-57
58-64

Problems
identified,
Recommendations
& Conclusion
Problems identified
Recommendations
Conclusion
Bibliography
Appendix

59
60
61
62
63

CHAPTER- ONE
Orientation of study

1.1: Importance of the study

The report is prepared to fulfill partial requirement of the PGD program of Bangladesh
Institute of Management. My supervisor is Senior Management Counsellor of PGD
program; Dr. Uttam Kumar Datta has authorized me to prepare a report about the
Effective Marketing Strategies for recovery the declined sales of Lalmai Food
Products Ltd. I got an opportunity to working in Marketing & Sales Department of
Lalmai Food Products Ltd. where I am assigned as a Senior Executive-(Modern Trade)
from January 28, 2012 to till now. I closely observed marketing & Sales practices and
took part in the all marketing practices of this Lalmai Food Products Ltd. During this
time, long observation and participation in marketing practices gave me an opportunity to
understand how to marketed product and deal with the customer.

1.2: Objectives of the study

Broader objective of the study:
The objective is to make effective strategy to recovery the declined sales.
Specific objectives: The specific objective of the study will be:

To examine the quality of the product

To evaluate the distribution channel
To measure the price impression
To evaluate the effectiveness at the existing marketing communication tools.

1.3: Scope of the Report

The scope of the study is limited. The study is a very minor contribution to the company
as it is only restricted to the twin cities (Dhaka and Gazipur). The study would only be a
drop in the ocean, Can help the marketing and sales in this area. The study can be
conducted on a national basic too with a large sample size and interviewing many
numbers of respondents.

The following areas and issues are covered during preparation of the report.
Retailer:
Retailer is a person or business who sells products to the public.
Brand:
Brand refers to the identification of the product given by the manufacturer.
Brand Loyalty:
Brand loyalty refers to the continuous and repeated purchase of a particular brand without
any wavering purchase pattern.
Respondent:
Respondent is a person who is being interviewed for the purpose of conducting the study.
Market share:
The amount that a company sells of its products or services compared with other
companies selling the same things
Promotional Activities:
Promotional activities include advertising, personal selling, sales promotion, and
publicity, which have their own characteristics and cost but have common objectives of
achieving high sales by creating awareness.
Incentives:
Offer of an article at free of cost or less price of the market can be termed as incentives.
Interviewer:
A person who is answerable to the interviewer of the proposed questions.
Interviewee:
A person who carries on investigation for the purpose of achieving the objectives of the
project.
Sample:
The selection of set of people from the total population for the purchase of carrying on
the investigation.
Survey:
It refers to the questionnaire administered to the subject who is identified from the
population with the help of probability or non probability sampling.

Questionnaire/ Research instrument:

A set of questions that are framed to be answered by the respondents for the purpose of
achieving the research objectives. In questionnaires there are two types structured and
unstructured. There are four types of questions in a questionnaire on open ended
questions, closed ended questions, disguised and interrogative questions.
Brand awareness:
Knowing brand; knowing that particular brand exists and is important; being interested in
particular brand: brand awareness refers to the consumer awareness of the particular
brand.

1.4: Methodology:
Research Design:
Once the problem is identified, the next step is the research design. Research design is the
basic framework of rest of the study. A research design specifies the methods and
procedures for conducting particular study.
In this project we are following descriptive research design.
Source of Data:
There are two types of data:
1. Primary data
2. Secondary data
Primary Data: The primary data is fresh information collected for a specified study. The
primary data have gathered by observational, experimentation and survey method. Here
the entire scheme of plan started with the definition of various terms used, units to be
employed, and type of enquiry to be conducted, extent of accuracy aimed etc.
The methods commonly used for the collection of primary data are:

1. Direct personal investigation, where the data is collected by the investigator from the
sources concerned.
2. Indirect oral interviews, where the interview is conducted directly or indirectly
concerned with subject matter of the enquiry.
3. Information received through local agencies, which are appointed by the investigator.
4. Mailed questionnaire method, here the method consists in preparing a questionnaire (a
list of questions relating to the field of enquiry and providing space for the answers to be
filled by the respondents.), which is mailed to the respondents with a request for quick
response within the specified time.
Secondary Data:
The secondary data refers to data, which already exists. The secondary data collect from
internal records, business magazines, company websites and Newspapers
Research instruments:
For the collection of primary data a structured questionnaire was prepared covering
various aspects of the study. The questionnaire contains closed-ended and dichotomous
questions.
Sampling Procedure:
It is a procedure required from defining a population to the actual selection of the sample.
Introduction:
The precision and accuracy of the survey results are affected by the manner in which the
sample has been chosen.
Sample:
A part of a population, which is provided by some process on other, usually by
deliberated selection with the object of investigating the properties of the parent
population set. Non probability sampling method is in deterministic method where the
sample size in numerous and cant be determined. So for our convenience we take
convenience-sampling method where all the population in sample is given equal
opportunity.
Sampling Method: - Convenience sampling method.
Statistical Tools Used:
1. Population: Consumer in Dhaka and Gazipur metro city area.

2. Source of data: The two important sources of data are the primary data and secondary
data. The primary data is collected through survey method with the help of questionnaire
and personal interview. The secondary data is been collected from consumer attitude
books.
3. The information is collected through survey done in Dhaka and Gazipur metro city area.
4. Sample unit: The sample unit consists of Consumer in Dhaka and Gazipur metro city area.

5. Sample size: The sample size is 200 respondents.

6. The sample taken for the study caters to upper class and middle class of the society.
7. Sample method: the sample method used is non-probability. In non-probability
sampling the chance of any particulars unit in the population being selected unknown.
8. Procedure: the procedure used for sampling is convenient sampling in this method the
sample unit is chosen primarily on the basics of the convenience to the investigator.
9. The survey consists of structured questionnaire.
10. The questionnaire consists of both open and closed-ended questions

Data Processing Method:

To collect and analyze the data we will use statistical tools like:
Frequency Distribution
Tabulation
Mean
Median
Mood
Graph
Correlation
Regression etc

1.5: Limitations of the study

The study was confined to limited retailers and consumers only
The duration of the study was restricted for 6 weeks only, which is not sufficient
to study the entire consumers and retailers in the market.
The analysis cannot be straight away used in decision making, as simple is very
small when compared to the total consumers retailers in the market.
The survey is conducted only in Dhaka and Gazipur metro city area only. By
which it is very difficult to know the actual market condition.
The present study deals with marketing strategy of Arku Brand only.

CHAPTER- TWO
Organization part

2.1: Introduction

The company was founded in 2001 by Md. Aminur Rashid Yasin as a private firm.
We Introduce To You That we are Lalmai Group one of the oldest and prominent business
conglomerates in Bangladesh .We are manufacturer, distributor and marketer of industry
benchmark products like Arku Spice and snacks (export oriented products) .Our products
have been already export existing countries like Saudi Arab, Qatar, Dubai, Australia,
Cyprus, Bahrain, Nigeria Etc. We work as a one-stop solution for all the buying and
sourcing requirements of our valuable customers. We only deal with experienced and
reputed Bangladeshi suppliers for all our sourcing and manufacturing needs. All our
associate factories use modern equipments employ skilled manpower and maintain
universally accepted compliance/quality standards. Our products maintain BSTI
approved and follow all rules & regulation of all process. With our state-of-the-art set up
us sincerely complete each deal, starting from initial sampling to final shipment, within
schedule. Our skilled export department strictly maintains buyers specifications.

2.2: Company Profile

Company Name

Lalmai Food Products Ltd

Business Type
Manufacture & Exporters

2001

Year Established

Number of Employees
101-500 Employees
Main Market (s)
World Wide

Owner's Name

Md. Aminur Rashid Yasin

2.3: Company Mission

We want to be the world class food products manufacturer in Bangladesh by ensuring
intrinsic quality products and customer service with state of the art technology and
motivated employees.

2.4: Company Vision:

To continue to provide the very best of what the consumer wants

To explore new segments of market and to cater to it

To identify what the consumer needs and providing it to them

To continue to assure intrinsic quality of hygienic food products with authentic

taste

To enhance customers' standard of food habit

To expand distribution network to make the products available at customers'

doorsteps

To enhance the strength and skill of the organization that will contribute to
company's increasing growth both in domestic and global markets

2.5: Functions of Different Departments:

Manufacturing Unit:
LALMAI FOOD PRODUCTS LTD.s manufacturing Unit is located at Candsree,
Miabazar Comilla, the Easter part of Bangladesh, which is prominent for agricultural
products with a view to source specific variety of raw materials. Our manufacturing unit
is equipped with modern machinery. Our technical capabilities in processing, post-harvest
handling, maintaining Good Manufacturing Practice (GMP) and modern grinding
technology have given us decisive edge in the industry. Sourcing of high-quality raw
materials is conducted mainly from different parts of Bangladesh for ensuring the right
variety with highest quality.

The raw materials are preserved in a well-organized storage facility with ensures proper
ventilation. LALMAI FOOD PRODUCTS LTD. is in the process of achieving ISO9001:2010 and HACCP certification to follow strict quality policies as per CODEX.

Distribution:
We are maintaining a strong distribution network in the country. At present a total no. of
200 (Two Hundred) highly experienced Distributors are engaged to market our products
throughout the country.

2.6: Export Market

LALMAI FOOD PRODUCTS LTD. widened its horizon by exporting and marketing its
products abroad within one year from the date of its inception. LALMAI FOOD
PRODUCTS LTD. is now strengthening its export operations on its way to becoming a
high-performance global competitor by supplying quality food products at competitive
price. Its products comply with international phyto-sanitaion requirements. Starting its
first export to South Korea in 2002, the company is currently exporting to several
countries to Europe, Far East, Middle East and countries like USA, Canada, Australia and
Japan.

2.7: Organizational Structure

Chairman

Managing Director

General Manager

Head of
Accounts

Head of IT

Head of
Marketing and
Sales

Business
Development
Manager

2.8: Marketing Division

General Manager (GM)

Sales Manager (SM)

Assistant Marketing Managers (AMM)

Divisional Sales Managers

Sr. Territory Sales Managers

Territory Sales Managers

2.9: Company key activities are

Manufacturing
Export,
Product developments ,
Market development,
Order confirmation and placements , Production planning ,
Quality Assurance and Documentation & Follow until goods are delivered to the
customers warehouse.

2.10: Identifying Target Market

Demographic

Geographic

Market Segmentation

Psychographic

2.11 Products profile

A. Chili:

Behavioral

Arku powdered Chili is vivid in color, precious in flavor. Best variety of red chili
provides more hotness.
S.L
1
2
3
4
5
6

Price list of Arku Chili Powder

Product Name
Arku Chili Powder
Arku Chili Powder
Arku Chili Powder
Arku Chili Powder
Arku Chili Powder
Arku Chili Powder

Pack
Size
15gm
50gm
100gm
200gm
500gm
1000gm

Current
T.P.
8.18
18.80
35.88
62.4
152.1
273

Current
M.R.P
10.00
22.00
46.00
80.00
195.00
350.00

B. Turmeric:
Apart from having excellent antiseptic and antibacterial properties, it has a brilliant
golden yellow color.
S.L
1
2
3
4
5

Price list of Arku Turmeric Powder

Product Name
Pack
Size
Arku Turmeric Powder
15gm
Arku Turmeric Powder
50gm
Arku Turmeric Powder
100gm
Arku Turmeric Powder
200gm
Arku Turmeric Powder
500gm

Current
T.P.
8.25
18.50
32.50
58.25
140.4

Current
M.R.P
10.00
25.00
42.00
75.00
180.00

Arku Turmeric Powder

1000gm

259.6

C. Coriander:
Providing a fragrant flavor Arku Powdered Coriander is high in food value.
Price list of Arku cooriander Powder
S.L
Product Name
Current
Pack
Size
T.P.
1
Arku Coriander Powder
50gm
14.04
2
Arku Coriander Powder
100gm
23.4
3
Arku coriander Powder
200gm
43.68
D. Cumin:
Provide the fresh aroma.
Price list of arku Cumin Powder
Product Name

S.L
1

Arku Cumin Powder

Pack
Size
50gm

Current
T.P.
35.00

E. Recipe Spice:
Price list of Arku Recipe Powder

S.L
1
2
3
4
5
6

Product Name
ARKU Shahi Chicken
ARKU Shahi Beef
ARKU Shahi Fish
ARKU Shahi Beef
ARKU Shahi Chicken
ARKU Shahi Fish

Pack Size
20 gm
25 gm
20 gm
100gm Box
100gm Box
100gm Box

2.12: The company competitive conditions

Strength

Current
T.P.
11.7
14.04
7.8
46.8
42.9
35.1

Current
M.R.P
15
18
10
60
55
45

320.00

Current
M.R.P
18
30
56

Current
M.R.P
45.00

Lalmai food product Ltd has reputation in production of hygienic & superior

quality product.
Leadership and superior position in consumer mind.
Strong brand equity.

Weakness

Inconsistent price.

Lack of proper inventory management.

Product supply limitation.

Easily comparable price with the open market.

Premium price hard to penetrate in rural market.

Opportunity

Consumers are shifting to convenient items.

Rising personal incomes, emergence of nuclear families and rise in the number of

working women.
Consumers are getting more conscious about the wellbeing of the family health
issue.

Threat

New strong competitors

Increased price of Raw materials

CHAPTER- THREE
Finding and Analysis

3.1 Market Share Analysis:

Market Share of Branded Chili Powder

Market Share by Volume

Brand
Radhuni
Arku
Pran
Fresh
BD
Tiger
Rani
Amrita
ACI Pure
Others
Total/Month
Yearly

2016
Total Sales (MT)
354.22
2 92.20
34.97
25.25
22.49
8.46
8.70
8.13
6.99
40.00
801.41
9,617

MS (%)
49.2%
11.5%
4.4%
3.2%
2.8%
1.1%
1.1%
1.0%
0.9%
5.0%
100.0%

Sales Growth
%
55%
42%
-4%
39%
74%
-5%
-14%
-2%
42%
0%
43%

MS Growth
%
6%
2%
-2%
0%
1%
-1%
-1%
0%
0%
-2%
0%

In the year 2016 total (Sales) volume of branded chili powder was 9617 MT, Where as
sales volume of Arku 292.20 MT. Total market share of Arku 11.5% with 2% growth over
2017. Nearest competitor PRAN has got only 4.4% market share.

Market Share of Branded Chili Powder

Market Share by Value

Brand
Radhuni
Arku
Fresh
Pran
BD
Tiger
Rani
Amrita
ACI Pure
Others
Total/Month
Yearly

2016
Total Sales (MT)
159,089,929
66,591,583
12,015,147
8,663,618
7,256,022
2,895,611
2,918,546
2,395,370
2,098,315
13,500,000
277,424,141
3,329,089,693

MS (%)
61.8%
19.6%
4.3%
3.1%
2.6%
1.0%
1.1%
0.9%

Sales Growth
MS Growth %
%
53%
5%
41%
3%
-4%
-2%
41%
0%
68%
0%
-4%
0%
-15%
-1%
-2%
0%

0.8%
4.9%
100.0%

42%
0%
41%

0%
-2%
0%

In the year 2014 total market size of branded chili was worth Tk. 3,329,089,693.00,
where total sales of Arku was Tk. 66,591,583.00. Total market share of Arku in terms of
value was 19.6%.The closest competitor Fresh had only 4.3% market share.

Market Share of Branded Turmeric Powder

Market Share by Volume
Brand
Radhuni
Arku
Fresh
Pran
BD
Tiger
Rani
Amrita
ACI Pure
Others
Total/Month
Yearly

Aug-16
Total Sales (MT)
563.28
130.52
41.64
31.09
21.95
11.59
13.01
9.39
13.01
30.00
865.50
10,386

MS (%)
65.1%
15.1%
4.8%
3.6%
2.5%
1.3%
1.5%
1.1%
1.5%
3.5%
100.0%

Sales
Growth %
56%
71%
7%
71%
56%
-17%
19%
-4%
294%
0%
50%

MS Growth
%
2%
2%
-2%
0%
0%
-1%
0%
-1%
1%
-2%
0%

Total market size for branded Turmeric was 10,386 MT in the year 2017. Among this
only Arku sold total amount of 130.52 MT in 2014. Market share of Arku was 15.1%
whereas closest competitor Fresh had only 4.8% market share in terms of volume.

Market Share by Value

Brand
Radhuni
Arku
Fresh
Pran
BD
Tiger
Rani
Amrita
ACI Pure
Others
Total/Month
Yearly

2016
Total Sales (M)
128,762,923
26,632,377
8,867,512
8,473,514
2,899,784
5,581,162
2,777,014
2,144,726
4,612,365
6,750,000
197,501,377
2,370,016,524

MS (%)
65.2%
13.5%
4.5%
4.3%
1.5%
2.8%
1.4%
1.1%
2.3%
3.4%
100.0%

Sales
Growth %
54%
68%
7%
61%
-18%
43%
18%
-4%
296%
0%
48%

MS Growth
%
2%
2%
-2%
0%
-1%
0%
0%
-1%
1%
-2%
0%

In the year 2014 total market size by value for branded Turmeric was Tk.
2,370,016,524 .00. Total sales volume if an Arku term of value was Tk.26, 632,377.00
with 13.5%. Market share growth was 2% with 68% sales increase over 2016. In 2016
Fresh had only 4.5% in terms of value.

Market Share of Branded Coriander Powder

Market Share by Volume
Brand
Radhuni
Arku
Fresh
Pran
BD
Tiger
ACI Pure
Others
Total/Month
Yearly

2016
Total Sales (MT)
266.96
25.53
14.65
6.83
3.52
1.65
4.35
15.00
338.50
4,062

MS (%)
78.9%
7.5%
4.3%
2.0%
1.0%
0.5%
1.3%
4.4%
100.0%

Sales
Growth %
55%
43%
%
-14%
-26%
-5%
326%
0%
48%

MS Growth
%
3%
0%
1%
-1%
-1%
0%
1%
-2%
0%

In the year 2016 total market size of branded Coriander 4,062 MT in terms of sales
volume. Radhuni alone contributed total 3203.53 MT for branded Coriander. Arku
contributed total 306.36. In 2014 Arku had 7.5% market share with 0% growth in market
and 43% growth in sales over 2015. Near competitor Fresh & PRAN had 4.3% and 2%
market share respectively.

Market Share by Value

Brand
Radhuni
Arku
Fresh
Pran
BD
Tiger
Radhuni
Others
Total/Month
Yearly

Aug-16
Total Sales (MT)
45,392,784
4,406,595
2,529,638
1,213,147
674,304
284,421
836,026
2,500,000
57,836,916
694,042,988

MS (%)
78.5%
7.6%
4.4%
2.1%
1.2%
0.5%
1.4%
4.3%
100.0%

Sales
Growth %
53%
38%
85%
-14%
-23%
-6%
322%
0%
46%

MS Growth
%
3%
2%
1%
-1%
-1%
0%
1%

Total market size of branded Coriander was Tk. 694,042,988.00 Contribution of Arku
was Tk. 4,406,595.00 in value. Arku had 7.6% market share with 2% growth over 2016.
In 2016 Fresh had only 4.4% in terms of value.

Market Share of Branded Cumin Powder

Market Share by Volume
Brand
Radhuni
Arku
Fresh
BD
Amrita
Others
Total/Month
Yearly

2016
Total Sales (MT)
77.69
32.52
3.65
1.69
0.48
3.10
119.13
1,430

MS (%)
70.4%
32.1%
3.1%
1.4%
0.4%
2.6%
100.0%

Sales
MS
Growth % Growth %
65%
4%
35%
2%
72%
0%
-45%
-3%
12%
0%
0%
-1%
57%
0%

In year 2014 total market size by sales volume of branded Cumin was 1,430 MT. Arku
had total market share of 32.52% by total sales of 390.24 MT in 2014. Market share
growth was 32.1% over 2013 for Arku. Market share of Fresh and BD was 3.1% and
1.4% respectively.

Market Share by Value

Brand
Radhuni
Arku
Fresh
BD
Amrita
Others
Total/Month
Yearly

2016
Total Sales (MT)
96,465,705
2,360,653
3,584,678
1,812,620
462,314
2,750,000
107,435,971
1,289,231,651

MS (%)
69.8%
22.2%
3.3%
1.7%
0.4%
2.6%
100.0%

Sales
Growth %
64%
41%
74%
-45%
12%
0%
56%

MS Growth
%
5%
3%
0%
-3%
0%
-1%
0%

Total market size of branded Cumin was Tk. 1,289,231,651.00 Contribution of Arku
was Tk. 28,327,836.00 in value. Arku had 22.2% market share with 3% growth over
2016. In 2016 Fresh had only 3.3% in terms of value.

3.2 Sales Analysis:

Sales Trend, 2016:
Chili:

Turmeric:

Coriander:

Cumin:

3.3 Concrete Findings:

 Gender of the respondents

As branded spice consumer is both the male and female, so we decided to conduct our
survey on both male and female consumers. There for we need to identify the frequency
of male and female of our survey. From our survey we find the following result.

Valid

Frequency

Percent

Male

156

Female

44

Total

Valid Percent

Cumulative Percent

78

78

78

22

22

100

200
100
Table 1: Gender of the respondents

100

From the table we find that among 200 respondents, 78% of were male and the rest 22%
were female. If we graphically represent the information we for the following chart.

Chart 1: Gender of the respondents

Age of the respondents

As we have surveyed 200 people for our research findings. We divide the age limit of our
respondents into four groups. In this regard age is important because whenever it is the
matter of judgment ethics, age is important factor. So it is important for us to conduct the
survey in certain age limit. The following table shows the frequency of our survey
findings regarding age of the respondents.

Valid

20-29
30-39
40-49
Above 50
Total

Frequency
Percent
Valid Percent
30
15
15
110
55
55
40
20
20
20
10
10
200
100
100
Table 2: Age of the respondents

Cumulative Percent
15
70
90
100

15% respondents belong to age group 20 to 29; 55% respondents belong to age
group 30 to 39; 20% respondents belong to age group 40 to 49; rest 10%
respondents are above 50 age. If we graphically represent the above table it will
looks like the following chart.

Chart 2: Age of the respondents

Occupation of the respondents

Occupation is a very important factor in our survey because some classes of

people think about packet spice. Obviously they are educated and have
judgmental quality. I surveyed on following sector. Note that others occupation
refers to student, educated housewife and old people.

Frequency
Valid

House Wife
Business
Others
Total

Percent

Valid Percent Cumulative Percent

104
52
52
52
40
20
20
72
56
28
28
100
200
100
100
Table 3: Occupation of the respondents

The following chart shows the graphical picture of the above table. We see that 52%
respondents were various services, 20% respondents from business sector. Rest 28%
respondents came from others sector.

Chart 3: Occupation of the respondents

Income level of the respondents

Income level of the respondents is important to purchase the banded spice. As our target
customer is high profile people so income level is an important factor. We get the
following result from our 200 randomly selected respondents.

Valid

10000 - 19000
20000 - 29000
30000 - 39000
Above 40000
Total

Frequency
Percent
Valid Percent
20
10
10
44
22
22
96
48
48
40
20
20
200
100
100
Table 4: Income level of the respondents

Cumulative Percent
10
32
80
100

We see that out of 200 respondents, 48% respondents belongs to monthly income level of
Tk. 30000- Tk. 39000, 22%respondents belongs to Tk. 20000- Tk. 29000. Almost 20%
respondents belong to above Tk. 40000 income level per month. So we see that, our
target customer is mostly high income group who can easily effort branded spice. As
branded spice is comparatively costly than the open spices. The below graph will make
the result more clear.

Chart 4: Income level of the respondents

Type of Spice consumed

To make the report fruitful l and effective we needed to know what type of spices is
used by our target customer. Because customer mainly used branded spices or open
spices. Some people still tend to use spices managed by their own. Among the 200
respondent, our observation is as follows.

Valid

Branded Spice
Open Spice
Other
Total

Frequency
Percent
Valid Percent
130
65
65
44
22
22
26
13
13
200
100
100
Table 5: Type of spice consumed

Cumulative Percent
65
87
100

We found that, maximum 65% respondent use branded spice and 22% respondent use
open spices. 13% people still manage spices by their own. They basically collect the raw
spices and make the powder through local mill. They believe only in this process the can
get the original taste, flavor of spices. Graphical representation of the data is as follows.

Chart 5: Type of spice consumed

Preferred Brand for respondents

We needed to identify which brand our respondent mostly consumed. We asked this
question to identify the market share of our Arku brand. In our question we named four
top brand and other options indicates brands such as Tiger, ACI, Fresh etc.

Valid

Frequency
Percent
Valid Percent
Radhuni
132
66
66
PRAN
38
19
19
BD
14
7
7
Arku
6
3
3
Others
10
5
5
Total
200
100
100
Table 6: Preferred brand of the respondents

Cumulative Percent
66
85
92
95
100

We found that 132 respondents out of 200 are use Arku branded spice.38 respondents is
use PRAN spice. 18 respondents say that they use BD, 6 respondents say use Radhuni, 10
respondents use others spice.

Chart 6: Preferred brand of the respondents

Brand name is important for the respondents

We needed to know how important the brand name is. What they feel regarding the brand
name agnist the question we get the following result from our 200 respondent.

Frequency
Valid

Percent

Valid Percent Cumulative Percent

Strongly Agree
28
14
14
Agree
104
52
52
Neutral
14
7
7
Disagree
38
19
19
Strongly
Disagree
16
8
8
Total
200
100
100
Table 7: Brand name is important for respondents

14
66
73
92
100

We found that 52% respondent think that brand name is important to them. 19%
respondent thinks that brand name is not important for them, 14% respondent is strongly
agreed about brand name. 8% respondent is strongly disagree that brand name is not
important at all.

Chart 7: Brand name is important for respondents

Availability of the products is important for respondents

Customers want the product available within their reach availability of the Product is
important to them. We asked this question to our respondent and get the following
response.
Frequency
Valid

Percent

Valid
Percent

Strongly
Agree
156
78
78
Agree
44
22
22
Total
200
100
100
Table 8: Product availability is important for respondents

Cumulative
Percent
78
100

78% respondent thinks that the products should be available within their reach. The need
the demanded products right after they feel the need of the products where ever the stay.
Whereas only 22% respondent thinks they would give extra effort to get their desire
product if that is not that available surround them. Because they will not accept any
alternatives of that products.

Chart 8: Product availability is important for respondents

I Emphasis on quality of branded spice

We needed to identify the consumer perception of the branded spice quality. Usually
people demand the quality products for their daily consumption. Response from our
200 respondent is as follows.

Frequency
Valid

Percent

Valid
Percent

Strongly
Agree
178
89
89
Agree
18
9
9
Disagree
4
2
2
Total
200
100
100
Table 9: Emphasize on quality of branded spice

Cumulative Percent
89
98
100

Among the respondent, 89% is not agreed to compromise with the quality of the branded
spice. They need the quality products at any cost. They strongly agreed that quality issue
is most important factor where 9% only agreed with them. Rest 2% disagrees with this
opinion. They think branded spice usually quality products. So they really dont think
about quality issue regarding branded spice.

Chart 9: Emphasize on quality of branded spice

Branded spice is costly compare than the quality

What is the perception regarding the price of branded spice what they think about cost of
branded spice. Does the price is higher compare to quality. We asked the question and get
the following response.

Frequency
Valid

Percent

Valid
Percent

Strongly
Agree
120
60
60
Agree
40
20
20
Disagree
40
20
20
Total
200
100
100
Table 10: Branded spice is costly compare than the quality

Cumulative
Percent
60
80
100

We found that 60% respondent strongly agreed that price of branded spice is higher is
compare to its quality. 20% respondents simply agree with this. Rest 20% disagreed with
this statement.

Chart 10: Branded spice is costly compare than the quality

Branded spice is hassle free & time saving

Does branded spice hassle free to use and time saving? We ask this question to our
respondent and get the following response from the respondent.

Frequency
Valid

Percent

Valid
Percent

Strongly
Agree
156
78
78
Agree
30
15
15
Neutral
6
3
3
Disagree
8
4
4
Total
200
100
100
Table 11: Branded spice is hassle free & time saving

Cumulative
Percent
78
93
96
100

78% respondent strongly agreed that using braded spice is time saving and hassle free.
Branded spice is easy to use. 15 % respondent agreed that branded spice is time saving.
Only 4% disagreed with this.

Chart 11: Branded spice is hassle free & time saving

Hygiene factor is important for respondents

How much the hygiene factor is important to the consumer? What the consumer really
think regarding the hygiene on branded spice. We needed to know the perception
regarding the hygiene factor of branded spice.

Frequency
Valid

Percent

Valid
Percent

Strongly
Agree
176
88
88
Agree
24
12
12
Total
200
100
100
Table 12: Hygiene factor is important for respondents

Cumulative
Percent
88
100

88% strongly agreed that hygiene is very much important to them. They prioritize the
health issue on consumer products. And they are not agreed to compromise with hygiene
issue.

Chart 12: Hygiene factor is important for respondents

I think smell & test remain ok in branded spice

All brands usually claims that smell and taste remain same in branded packed spice.
But what the customers opinion regarding this issue? Does smell and taste really
remain ok in branded spice? We get the following response from the respondent.

Frequency
Valid

Percent

Valid
Percent

Strongly
Agree
24
12
12
Agree
126
63
63
Disagree
36
18
18
Strongly
Disagree
14
7
7
Total
200
100
100
Table 13: Smell & test remain ok in branded spice

Cumulative
Percent
12
75
93
100

12% respondent strongly agrees that test and smell agreed remain same in branded spice.
While 63% respondent agreed with this. 18% respondents do not think that, taste and
smell remain same in branded spice. They think some sort of chemical is mixed with the
packed spice which decreases the quality, taste and original smell.

Chart 13: Smell & test remain ok in branded spice

CHAPTER-FOUR
Marketing Strategy

Marketing Strategy
Positioning Statement: Assurance of purity

Target Market of Spice:

Geographic Location: Urban & Semi-urban region

Demographic :
I.
II.
III.

Age: 20-50+
Gender: Both
Education: Secondary education and above

Social Stratification: Middle to Upper class

Income Level : Income TK. 10000/= and above per month

Buying Habit : Frequent

Psychographics: Look for Purity with authentic taste

Wants care & tenderness for the family
Sensible and conscious
Seek convenience in cooking

Consumer trend & outlook:

Food product development needs to be based on consumers' needs and wants to be
successful. Like mass-individualization, globalization and an altered interpretation of the
food quality concept by consumers. Arku Powdered Spice has become relevant in this
respect.
Female lifestyle scenario changed then one decade before. At that time, maximum female
was homemaker, stay all day at house, gossiping with neighbor, watch TV, supervise
maidservant, pass time to collect whole spices from market and prepare food dishes.
These days unprecedented numbers of women are invading in different professions, they
are well educated, concern about quality and nutritional value of product. Women also
show greater concern about issues that directly affect the family and home life. They left
at morning and return home at evening yet they want to take proper care of their family.
Maidservants are not available like before so every work accomplished by their own.
Therefore, Consumers these days are more dependent on powdered ready spice. Since
consumer have many options for branded powdered spice they want the one which
assures the purity and deliver authentic taste and color.

Key consumer insights to Powder Spices

Easy & fast cooking ensuring delicious aroma & flavor while cooking & eating.

Want to save time in cooking to give more time for kids, family & entertainment.

Want to cook with powder spice and expect traditional authentic taste and color.

More concern about the bout the food quality and well-being of the family
members and intend to take quality product.

Benefits from Arku Powder Spices

Selected from best verities of quality raw materials from grower level

Strictly maintain international quality standard.

Assurance of quality, taste, and flavor of home ground spice.

Ensures delicious aroma & flavor while cooking & eating of different curries.

Product Strengths:

Original and authentic taste & fresh aroma.

Finely pulverized and not musty.

100% free from adulteration.

Full release of flavor during cooking.

Grinding procedure retain essential volatile oil.

Grinded from selected crops.

Produced from modern spice processing plant.

Strong brand image.

4.1Product Strategy:

Arku Powdered Spice ensures purity. In the year 2016 we want to maintain this
consistency of quality and deliver best quality spice to the consumer to satisfy their need
and want. Besides basic spice is a product that have hardly any scope to add extra value
to the product. Therefore we will add value through packaging by launching a different
SKU in convenient Jar. Also we will add new variant of basic spice in the basic spice
product range and that is ''Recipe spice''.

4.2Pricing strategy:
In the year 2017 our objective is to maintain competitive and stable price. We will not
give competitors any scope to gain big price advantage. We will also maintain the price at
an acceptable range compare to open spice. Because consumers very easily compare the
price with the open spice and tend to switch from branded spice to open spice. We will
maintain the competitive price by taking following steps.
Effective inventory management: To achieve our objective we will manage our
inventory effectively. We will collect maximum RM during the harvesting season
when the prices are low. So when the prices of RM high we can use up our low
priced RM to gain advantage over competitors. Besides we will constantly
monitor the market scenario of RM throughout the year and maintain inventory of
RM as accordingly.

4.3Distribution Strategy:

We will follow the existing distribution strategy and network. Currently we are using
separate distribution channels for Consumer, different institution, and bulk buyers like
super shop, hospital, canteen etc.
To reach the above organization we have the following distribution systemOrganization

Sales Team of

Respective Super Store

LFPL

To reach all over the country we have the following distribution systemStart of activity

End of

activity
Company
(LFPL)

Distributor

Retailer

Consumer

To meet the objective of 2017 we need to take following steps regarding the distribution
strategy.

Improve the outlet reach especially in Modern Trade.

Explore the new organization for sale including outside Dhaka like number of
large hotel In Gazipur, Sylhet, Cox's Bazaar and other Divisional cities.

4.4Promotional Strategy
Since there are few differentiating factors in the existing brands, we have to use
combination of rational & emotional strategy to communicate with the consumers. So far,
we have taken the position of quality product and communicated with the consumers in
the same line. Arku already won the credibility of high quality product from the
consumers. Up to 2017, we have communicated the authentic taste of Arku powdered
spice and its pure quality. In 2015 on our communication campaign we focused on
creating awareness among consumers about not to compromise with the quality of daily
food of the family as there is family health issue is concern. In 2009 it have re-enforced
& further strengthen our on going quality issue in spice consumption by launching
endorsement campaign in all media including ATL and BTL. For 2014 to 2016 it
concentrated our promotional campaign on the uncompromising stand regarding finding
the best quality food ingredients for family. In the year 2016 will concentrate on Arku
gives assurance of purity that delivers desired taste and color.
Promotional objective:
Motivate consumers relay only on Arku because Radhuni gives assurance of
purity that delivers desired taste and color.
Motivate target consumers for choosing the pure & quality spice for cooking
through rational and emotional appeal.
Create aspiration for using Arku Branded Spice in food preparation and attract
new consumer.
Create strong emotional bonding with Arku Branded powder spice and make it an
obvious choice for consumer because Arku ensure purity and deliver authentic
taste.

Estimated Promotional Budget of 2017:

Estimated budget

Percentage against

amount (Tk.)

target of 2016

5,00,00,000.00

70%

Followings are the strategic activity to achieve our objective.

About 40% of the total promotional budget will be spent in electronic media to
get maximum reach. Insertion frequency will be high during launching new
campaign and festival.

Five new TVC will be made on powdered spice in the year 2016. Two TVC will
be on Turmeric and Chilli each and two on whole range. One TVC on Recipe
spice.

8% of the total budget will be spent on print media to support launch of new
campaign.

300 new shop signs and new bazaar branding at Gazipur and Sylhet will be done
in 2016.

Shera Arku competition and celebration of Naridibosh event will be held in 2016
which will promote the brand among TG.

Consumer Promotion (CP) offer will be given to give consumer extra value for
their expenditure. 10% of the total promotional budget will be spent to run CP
program.

Budgetary allocation at a glance:

Brand
Sl.#

Name

Arku

Media
Electronic
Print
Outdoor
POS
Event
Consumer Offer
Film
Retainership
Monthly Total

Sub-total
27,00,000
6,00,000
12,00,000
200,000
700,000
10,00,000
4,90,000
1,63,200

% of

% of

Sales Target

sales

2,233,832,613

3.94

Media Exp.
40.23
8.12
17.86
1.48
11.93
12.30
6.03
2.05

70,53,200
698,550
77,51,750

Action Plan
Electronic Media
SCPL will prepare two new TVC for Turmeric and Chilli separately and promote these
two products as category leader. In between it will make one TVC on the Recipe Spice
range to promote the whole range. These TVC will communicate the massage that Arku
ensures purity which will deliver you desired taste and color from generation to
generation. Another new TVC will be made during August and will go on air from
September 2017. This new TVC will be on the hardship and dedication from Square
member to deliver the finest quality spice to the consumers. One TVC will be made for
promoting CP program.

Press & Magazine

New press ad design will be developed for supporting new campaign. New press ad
design will also be developed for CP program. Major news papers and magazines will be
used for press and magazine campaign.

POS/POP
Merchandising is silent sales man- therefore SCPL want to emphasize on proper
merchandising of our products at outlets. Besides POS, material will be developed in
support of new TVC campaigns and CP program.
Out Door
In 2017, we will install 500 new shop boards. Besides we will also go for bazaar branding
in Gazipur and Sylhet. Few new billboards will be taken in 2017 at Gazipur city; we will
also renew the existing billboards, Passenger sheds, Light boxes, Gondolas, Transit ad
and Shop Signs.

Events & Activation

In the year 2017 we will execute following event and activation.

Nari Dibosh:
8th March of every year has been celebrated as Nari Dibosh. We will celebrate this
day to congratulate the successful women for the year 2016. The objective to
celebrate this day is to affiliate Arku with the betterment of women.

Shera arku:
To promote traditional cooking of Bangladesh we have been arranging best cook
competition Shera Arku all over Bangladesh. We will start Shera Arku this year
and finish it within June.

CP program
Consumer Promotion (CP) program will run for two months from July13 to August14.
This period is chosen targeting the Ramadan period. The objective is to give consumer
extra benefit during Ramadan when maximum consumption of powdered spice is
occurred.
Besides this Consumer Promotion (CP) will conducts at different Superstore in Dhaka
City to fulfill the same purpose.

CHAPTER-FIVE
Problems identified, Recommendations
&

Conclusion

Problems identified
1.

Majority of the consumer believe that the price of Arku is high.

2. Lack of efficiency of the dealers.

3. The company has lack promotional effort.
4. Limited measures are taken for new customer growth.
5. LEPL

emphasize

more

on

competitive

6. Less media coverage.

7. Minimum scope for training and development.

and

cost

based

pricing.

Recommendations
There are good numbers of brands coming with the same proposition of good quality, so
LFPL is heading towards an immense competition in near future. In the backdrop of the
above findings the following recommendations can be made:
LFPL should consider value based pricing instead of competitive and cost based
pricing.
To increase the efficiency of the dealers, LFPL can offer special trade promotions
such as incentive, bonus, foreign tours etc, for the best performers.
The promotional effort of LFPL is satisfactory and it should be continued. At the
same time, they can adopt creative advertising to differentiate their products from
others.
To hold and create new customers of Arku Basic Spice, LFPL should consider the
following:

Conducting frequent customer survey

Developing new user group

Launching new value adding products

Identifying new overseas market for further increase in export

LFPL need to increase their promotional expenses and it should execute the action
plan properly.
LFPL need to increase the media presence to create new customer base and
remain in customer mind.
LFPL is holding the maximum market share with Arku Basic Spice. It maintains its
leadership through well-planned action program, motivated and trained personnel and by
projecting a favorable company image among the customers. Under intensifying

competition in the market and changing attitudes towards the branded spice powder,
LFPL should consider the above recommendations.

Conclusion
In 2002, Lalmai Food Products Limited introduced Arku Basic Spice with a vision to
provide quality ready-to-cook food ingredients for the housewives. Within a very short
span of time, Arku Basic Spice drew attention of modern housewives those who had a
latent demand for convenience and time-saving cooking. Dedication to quality has given
Arku Basic Spice unique position in the market.
Arku Basic Spice considered as the pioneer in Branded spices. By ensuring taste, quality,
attractive packaging & good coverage throughout the country, Arku has been getting a
remarkable response from market. A year after its operation Arku Spice achieved the
crown of the leader. Products ranging from Basic spices, mixed spices, Cereal & Pulses
to Edible oil are currently available under the name of.
Arku Basic Spice has been dominating branded spice market since 2003. Currently in
branded powdered spice category, Arku is the second brand leader. Arku achieved the
crown of brand leader by offering superior quality of powdered spice and authentic taste.
So it can be said that Arku has created the branded powder spice market. As consumers
are shifting towards branded powdered spice, the market size of branded powder spice is
increasing very fast.

Bibliography

Kotler,Philip. Armstrong, Gary.2008. principles of Marketing, Pearson Prentice

Hall, United State of America

Mallhotra, Naresh.K. 2003. Marketing Research, Prentice Hall International,
United State of America

Retrieved from: www.theepicentre.com

Crosby, M. R. (2008). "Senna," Microsoft Encarta Online Encyclopedia 2008.
Retrieved from http://encarta.msn.com/encyclopedia_761561243/Senna.html

Retrieved from World Wide Web: http://www.celtnet.org.uk/recipes/roman.html?

PHPSESSID=26caf3bc35486152e548b7b2dc0eb0bd)
"Spices," Microsoft Encarta Online Encyclopedia 2008. Retrieved from
World Wide Web: http://encarta.msn.com/encnet/refpages/RefArticle.aspx?
refid=761564609 /spices.html on 25.05.2008
Retrieved from World Wide Web :
http://www.foodproductdesign.com/articles/herbs-and-spices.html
http://www.google.com

Appendix

A set of blank questionnaire on which the survey was conducted.

Questionnaire for Ultimate Audience:

Dear Sir,
This is a questionnaire to collect data on Effective Marketing Strategies for recovery
the declined sales of Lalmai Food Products Ltd. and will be kept confidential. And you
are assured that I will not take more than five minutes to serve this purpose.
1. Gender of the respondent
a) Male
b) Female
2. Age limit of the respondent
a) 20-29
b) 30-39
c) 40-50
d) 51 and above
3. Occupation of the respondent
a) Service
b) Business
c) Others
4. Income level of the respondent
a) Tk.10000-Tk.19000
b) Tk.20000-Tk.29000
c) Tk.30000-Tk.39000
d) Tk.40000 and above
5. What type of spice do you use for daily consumption?
a) Branded spice
b) Open spice
c) Others (please specify)
6. Which brand you prefer to purchase packet spices?
a) Arku
b) Pran(please specify)
C) BD
D) Radhuni

Strongly
Important factor that affect consumers

I think Brand name is important to me

I think availability of the products is
important for me
I emphasis on quality of branded spice
I think Branded spice is costly compare
than the quality
I think using branded spice is hassle free &
time saving
I think Hygiene factor is important to me
I think smell & test remain ok in branded
spice

Strongly

Agree

Agree

Neutral

Disagree

Disagree

(1)

(2)

(3)

(4)

(5)