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    Rajnigandha

    Uploaded by

    Shivam Kashyap
    Rajnigandha is a paan masala product launched by the DS Group in 1979. The presentation discusses the objective to revive the tradition of paan while delivering a quality product. It offers various classic flavors of Rajnigandha paan masala as well as tobacco-free pearls. The packaging and manufacturing facilities are located across India. Rajnigandha uses premium pricing and is promoted through social media, websites, and tie-ups with restaurants to target both regular and occasional paan eaters.

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    Rajnigandha

    Uploaded by

    Shivam Kashyap
    67 views11 pages
    Rajnigandha is a paan masala product launched by the DS Group in 1979. The presentation discusses the objective to revive the tradition of paan while delivering a quality product. It offers various classic flavors of Rajnigandha paan masala as well as tobacco-free pearls. The packaging and manufacturing facilities are located across India. Rajnigandha uses premium pricing and is promoted through social media, websites, and tie-ups with restaurants to target both regular and occasional paan eaters.

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    Rajnigandha is a paan masala product launched by the DS Group in 1979. The presentation discusses the objective to revive the tradition of paan while delivering a quality product. It offers various classic flavors of Rajnigandha paan masala as well as tobacco-free pearls. The packaging and manufacturing facilities are located across India. Rajnigandha uses premium pricing and is promoted through social media, websites, and tie-ups with restaurants to target both regular and occasional paan eaters.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    67 views11 pages

    Rajnigandha

    Uploaded by

    Shivam Kashyap
    Rajnigandha is a paan masala product launched by the DS Group in 1979. The presentation discusses the objective to revive the tradition of paan while delivering a quality product. It offers various classic flavors of Rajnigandha paan masala as well as tobacco-free pearls. The packaging and manufacturing facilities are located across India. Rajnigandha uses premium pricing and is promoted through social media, websites, and tie-ups with restaurants to target both regular and occasional paan eaters.

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    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
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    You are on page 1of 11

    Presentation on Rajnigandha

    By – Trapti Mishra
    About

    • Rajnigandha is a DS group product.

    • Dharampalji Sugandhi (Dharampalji) set up the Dharmapal Satyapal Group


    (DS Group) in 1929, as a manufacturer of fragrances. In 1935, it diversified
    into flavored chewing tobacco.By 1950, Dharampalji's sons had introduced
    many varieties of chewing tobacco. In 1965, they launched the first branded
    chewing tobacco in India.

    • In 1979, the DS Group launched Tulsi Zafrani Zarda (tobacco powder) and
    Rajnigandha gutka (tobacco powder mixed with beetle-nut powder).By the
    mid, the DS Group became a leader in tobacco-basedproducts with brands
    like Baba, Tulsi and Rajnigandha.
    Objective

    • To Revive the Tradition of Paan.


    • To Launch a Product unfolding the mindset &taste of the
    Indian Palate.
    • To constantly deliver quality products and makeour
    organization a globally trusted brand.
    • To bring joy in every bite & excitement fordifferent taste.
    Product Varieties

    • Rajnigandha Classic
    • Rajnigandha Clove
    • Rajnigandha Saffron
    • Rajnigandha Meetha

    And comes in pearls too for non tobacco easters.


    Pricing
    •Premium pricing (also called prestige pricing) is our strategy.

    •Pricing at or near the high end of the possible price range will
    help attract status-conscious consumers.

    •The high premium pricing will enhance and reinforce Brand


    image.

    •Brand and product attributes such as eco-labelling will add


    value for consumers and also attract premium pricing.

    •The price will be an indication of good quality.

    •Its a sign of self worth - "They are worth it;" it authenticates


    the buyer's success and status; it is a signal to others that the
    owner is a member of an exclusive group.
    Packaging

    •Packaging & Manufacturing unit located at Guwahati, Noida, Delhi, Tripura, Himachal Pradesh &
    Haryana.

    •Centrally located.

    •Surrounded by greenery.

    •Easy accessibility.

    •Close to Railway.

    •Final product can be easily transported to various parts of Mumbai.

    •Sold in small retailer shops.


    Place

    • Packaging & Manufacturing unit located at Guwahati, Noida,


    Delhi Tripura, Himachal Pradesh & Haryana

    • Centrally located Surrounded by greenery

    • Easy accessibility. Close to Railway

    • Final product can be easily transported to various parts of


    Mumbai

    • Said in small retailer shops


    Promotional Strategy

    •Active social media pages to interact.

    •Also promote our initiatives.

    •All Major Travel, news , entertainment portals to show Launch campaign.

    •Launch Rajnigandha Website: 1st interactive Paan pan masala Site with
    Blogs, CSR Activities, Campaigns, Event Presence, The taste of Tradition of
    Paan.

    •Tie up with online partners for offering discount coupons as a visitor registers
    on the site Tie up with various leading restaurants providing authentic Indian
    food.
    Segmentation & Targeting

    •Paan Masala & Gutkha

    •Regular Paan Eaters

    •Occasional Paan Eaters

    •Non-Paan Eaters (includes non drinkers & smokers)


    Positioning

    •100% tobacco free & nicotine free

    •Can include tobacco if consumer want

    •Benefits from organically grown Betel leaves


    Thankyou

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