INSTITUTE OF MANAGEMENT DEVELOPMENT

AND RESEARCH

Cases in Marketing Management

PEPPING UP THE MENU

DATE: 3rd APRIL 2017

Submitted By: Group 8 Submitted To:-

Satyaveer Singh (76) Prof. Y.V. Dhavale
Ravindra Sisodia (77)
Ankita Thakurdesai (78)
Pratap Verma (79)
Vikas Sharma (80)
 EXECUTIVE SUMMARY

INTRODUCTION:
Kishorimal Oil Mills (KOM) had entered the market by selling oil to the customers and had
ventured into Quick and Ready category by manufacturing spices. Its USP all these years had
been ready to use and convenient packaged spices that did not transfer into a bottle, but could
easily fit into kitchen cabinets.
Pran Nath Verma was thinking about diversifying its Q&R brand by introducing mineral water,
rice and dals. Whereas Rishi Puri, the marketing manager at KOM, was thinking of capturing the
customer loyalty by introducing new flavors in the spices category and improving the taste factor
of the existing spices.

Q1) whose side are you on- Puri or Pran Nath? Justify:
Rishi Puris argument of extending the convenience spices category is completely justified.
Customers perception about a brand may differ from the companys position value. A customer
who buys spices from the Q&R category of KOM may not want to buy mineral water or grains
from the same company as it has associated KOM as a company who sells spices.
Instead of risking the introduction of food products that do not go along the companys existing
image, it is better to enhance the companys image as not just a convenience seller but also who
pioneers in quality and taste.

Q2) currently KOM has two product lines oil and spices. In to which categories can it extend
itself?
The company can extend into both the product lines:
Oil product line: KOM is well established in selling oil, so it can come with oil good for the heart
and that is low on cholesterol. Customers these days are highly conscious about which kind of oil
they are using as they are more health conscious.
Spices product line:
The company can come up with spices such garam masala, chat masala, or a seasoning
that can be used in everyday cooking to add to the taste of every meal (like Maggis
Magic Masala)
They can also come up with sambar masala, pav bhaji masala, to cater to the needs of the
customers.
The company can also introduce ginger garlic paste that is used in everyday cooking by
most Indians.
Recommendation: they can diversify into oil product line after the successful extension of its
spices product line.

Q3) what modifications can you suggest for KOMs existing products?
KOM can revamp the packaging of its oil product by introducing oil packaged in bottles
or cans that need not require any transfer.
The company can also focus on improving its quality and taste in the spices product line
to position itself as the pioneer in the market.

Q4) in the last paragraph of the case, Puri has suggested several products that could add value to
a typical Indian meal. Which of these do you think will succeed?
Ideas put forth by Puri:
Packaged seasoning that can be added straight to the dal or any other meal. For example
jeera-kasoori methi or rai-adrak-shredded garlic.
Sachet of Dehydrated onion, methi and garlic that can be used for a stuffing or as a
garnishing.
The idea of packaged seasoning will be successful as lot of house wives do look forward to ways
to that can make the everyday cooking tasty and less time consuming. Coming up with packaged
seasoning caters to both the needs.
Introducing sachets of dehydrated onions can also be successful but as a garnishing as most
Indian women still prefer to make stuffing on their own to match their own preferences in tastes.
People staying away from home for education ad career purposes will prefer this as it reduces
their time in cooking tasty meals and also it serves as a great seasoning.

Q5) suggest how the Q&R brand can be re-positioned and how this could benefit KOM?
KOMs Q&R brand can positioned as not only a convenience brand but also as a brand who is a
pioneer in quality and taste. This will ensure customer loyalty. Once the customers identify and
accept the brand as a pioneer in quality, taste and convenience they will keep buying the Q&R
brand products. Convenience in such products is no more a point of differentiation for the
company. It is a point of parity. Thus KOM can focus on both functional and non functional
benefits.