Rural Marketing

Presentation Report
on

Kamala’s Snacks

Prepared by:
Abhi Patel 20020242002
Agna Paulose 20020242005
Nishika Gupta 20020242034
Rahul Patel 20020242047
Ram Islam 20020242049
Sanorita Avon 20020242052
Shruti Rawat 20020242060  
 Background
SEWA is a trade union registered in 1972. It is an organisation established for
poor, rural women, and help them be self-employed women. The women
attached to SEWA are the ones who earn a living through their labour or small
businesses.
SEWA's main goals are to organise women workers for full employment. Full
employment means employment whereby workers obtain work security, income
security, food security, and social security (at least health care, childcare, and
shelter). Currently, SEWA has 13,39,621 women all over the country. It has been
very successful in achieving its goals and has started various projects for skill
development and the welfare of these women.

Kamala's
It is a subsidiary project of SEWA started in the memory of Late Shri Kamala
Chowdary. Kamala's was established in 2015 and conducts small-scale business in
Food & beverage industry. The objective of Kamala is to provide employment and
income security by upgrading the traditional skill of women. Kamala future
planning is to give employment to 5000 women in 5 categories which are, home-
cooked nutritious food, hot snacks, dry snacks, bakery products and papad &
pickles.
Thus, providing nutritious food to all and supplying traditional homemade food
and snacks, also not using any artificial colours and chemical which will save our
health. In addition, encouraging the young generation to avoid fast food and
intake valuable through traditional homemade food.
Kamala's head office is situated in Ahmedabad, it has two main centres, and one
of which is food production cum training centre called KAMALA, and the second is
Kamala's Bakery and Confectionaries.
 Organogram:
Chairperson
Reema Nanavaty

Managing Director
Umadevi Swaminathan

Director
Sunitaben Coordinator
Umadevi Swaminathan

Ahmedabad Anand Patan Mehasana Sabarkantha

Production Head
Production Head Production Head
Kapilaben Production Head Production Head
Shobhnaben Deviben
Neeruben Daxaben
Savitaben
Bhanuben
Quality Head
Quality Head Quality Head Quality Head
Kapilaben Quality Head
Bhavnaben Neeruben Snehaben
Vidhyaben
Bhanuben
Sales Head
Sales Head Sales Head Sales Head
Daxaben Sales Head
Bhavnaben Mandakiniben Dhuliben
Mnajulaben Rashidaben

Accounting Head
Accounting Head Accounting Head Accounting Head Accounting Head
Daxaben Manishaben Heenaben Neeruben Parmeshvariben
kapilaben
 Understanding the business of Kamala's Dry snacks

TRAINING
FINAL SALES
HOUSE

RESPECTIVE
MEMBERSHIP
DISTRICT QUALITY TEST
FEE 10/YEAR
CENTRES

MASTER FINAL
FINAL PRODUCT
TRAINERS PACKAGING

DISTRIBUTED TO
PREMIX
WOMEN
Kamala's dry snack business was started by establishing Kamala's centre in 5
districts of Gujarat such as Ahmedabad, Sabarkantha, Patan, Anand, and
Mehsana. These centres were focused on manufacturing and selling 5 types of
snacks such as Shakkarpara, Sev Mamra, Tikhi (Spicy) Sev, Aloo Sev, and Masala
Puri.
Kamala's provides a platform where women who wanted to earn their bread, can
become a member of Kamala's by submitting Rs.10/year. Here, they will be given
the training to make 5 types of snacks by Master Trainers at each district. After
completion of the training period, they would get ready-made kits, which are
called "Premix".
At Kamala's centre, these premixes are distributed to women; they take this
premix at home and make snacks. Afterward, she has to bring that snack back to
Kamala's centre, where Quality Test and Final Packaging happens. Now, if the
woman wants, she can sell those snacks to Kamala's or she could also sell those
snacks to her friends and neighbours in her village or town. Here, Kamala's make
sure that during the completion of this process, large part of revenue from sell
goes to member women.
Thus, women sell dry snack, which is fresh & homemade with no chemicals or
preservatives, added. Snacks are sold in two packaging size such as 200gms and
500gms. Their shelf life is 30days.

Break Even Point Analysis (3-S concept)

100%

Separate

% Responsibility of
50%

Share
Respective District

Setup
0%

3 Years 3 Years 4 Years

There are 3 three phases in between to achieve break even point,
1. Setup (0-3 year)
Before starting any operation in any district management analyze demography of
selected district. And find out need, opportunity & sustainability of that area for
start any operation. Then management will take decision for where to start their
operation in which district.
After that place selection for district head office cum training centre. Where they
will give training to the Rudi sisters for how to preparing snacks & how to sell
snacks.
In this phase solely responsibility of taking any decisions (viz. increase in product
portfolio, training schedule, coasting etc.) in that district will be under
Ahmedabad Kamal’s head office.
2. Share (3-6 year)
Share which means organization management & respective district management
both will work simultaneously.
In this phase management will train respective district for how to manage
operation, training & maintaining accounts. Because different district has their
own set of culture among the local communities. For managing human resource &
daily operation it is necessary to understand that environment.
So, respective district will not always rely on head office decision & it will
ultimately reduce time for taking any decision.
3. Separate (6-10 year)
Separate means head office will give full responsibility to respective district
management to carry out every activities & decision related to Kamala’s.
Once respective district gets this responsibility then after district will start getting
profit.
 Reverse Calculation of Sales
Kamala’s main goals are to organise women workers for full employment. Full
employment means employment whereby workers obtain work security, income
security, food security, and social security (at least health care, childcare, and
shelter)
For catering main objective, here reverse calculation sales method is use for find
out revenue & profit according to the total number of women associate with it.
 Suppose 100 women (Rudi sister) are associated with it
 Target is each and every women earn ₹ 10,000 per month
 Net Profit = (Targeted profit) * (Total No. of Rudi Sister’s are associate with
Kamala)
= (10,000) * (100)
= ₹ 1,00,000
Likewise, organization management target revenue according to it. Organization
some portion of this total profit kept with them as retained earning for further
investment.
After the production part sales of product is very crucial stage. To cope up these
situation kamala gives training to RUDI SISTERS, for how sale these products.
For sales 1:3 ratio for rudi sister who producing snacks to the rudi sister who will
sell the products. For ease in selling the products, because currently less
organized structure in urban area for sales.
Perceptual Map
Kamala provides high quality snacks at a low price hence they are at the upper
middle quadrant and they'll be preferred by a wider range of people. Other
companies like
Balaji, Haldiram and Bikaji have high quality but at the cost of expensive pricing.
Yuvaraj snacks won't be preferred at all as it has a high pricing as well as low
quality. Gopal snacks eventhough aggressively priced has low quality compared to
the rest of the market brands.

Segmentation, Targeting & Positioning

Segmentation
Affluent
Millennials
Rising middle class
On the basis of age: Available for all age group from
children to old
On the basis of geographic: Found at every corner of
Ahmedabad
Villagers of 5 districts

Targeting

Women
School going kids & College going students.
Tourists (domestic, national and international)
Working class
Segmentation:
Segmentation of Kamala snacks involves the affluent (rich), millennials (teenagers)
and rising middle class. The reason is that these are the kind of people who would
look out for healthy and tasty snacks which Kamala provides. On basis of age,
Kamala's snacks can be consumed by all age groups.
Targeting:
The targeting for Kamala snacks is mainly towards women because women are
the ones who usually involve in food purchase when they do their shopping.
Other than women, school going children, tourists from other places and working
class are also included.
Brand-key Positioning model

People we
serve
Product truth Human truth
Roots
Roots: Influential in 5 districts of Gujarat.
• Subsidiary project of SEWA.
Human truth:
• Urban consumer demands fresh, organic and homemade snacks.
Brand Personality
• High quality light meal alternative, healthy snack, instant hunger reliever,
organic and a travel companion.
People we serve:
• Customers who want something to munch when hungry and are cautious
about deteriorating health.
Brand discrimination:
Kamala, subsidiary of SEWA aims towards serving dual purpose of women
empowerment and availing delicious, handmade Gujarati snacks to its consumer
which no other brand is doing.
• Very few brand offer quality Guajarati snacks
• No other brand position itself as homemade natural snacks
Distinct Positioning:
• All quality, natural ingredient for ultimate best sensorial & soothing eating
experience from homemade snacks
• Products Personalized according to the latent needs of the consumer.
• Refreshing products with sensible packaging according to target customer.

Distribution Channel
Current situation:
Currently each district separately transports their final products to Ahmedabad
head office for quality checking and then distribute to retailers in Ahmedabad.
Distribution channel comprise of four destination stages. Initially the product is
prepared by the rudi sister of respective district. Then the products go to the
collection centre which is located in the Ahmedabad. Form there, products are
distributed to various retailers, to the end consumer.
Problem: Each district transports their produce separately and free space in
vehicle during transporting ultimately lead increase in the cost of it.
Our Suggestion: Economy of scale wasn’t achieved in currently. For achieving
economy of scale all district produce will clubbed together and then transport.
Mehasana is in center position. So, Patan & Sarkantha district produce will collect
at Mehasana district. Then transport it to Ahmedabad.
Anand district is farm away from mehasana but near to Ahmedabad. So, Aanand
district separatelt transport their produce to Ahmedabad.

Our Suggestion

Patan Sabarkantha

Mehs
ana
75km

Ahmedaba
d

77km

Anand

As seen in the above picture, to optimize the distance, and to reduce the logistics
cost, gravity model is used here.
4 A’s Approach:
For the perfect marketing strategy, four A’s method is used.
1. Acceptability:
a. Product meets the needs & expectations of the customer functional
acceptability hunger factor
b. Homemade Gujarati snacks
c. Aloo Sev, Puri, Shakkarpara, Tikhi Sev, Sev Mamra & Bhakharwadi
d. Free from preservative & available in different SKU size
e. Customer can customize taste according to their need (only in pre
order booking)
2. Availability
a. Currently in retail Kamala’s shop in Ahmedabad & few retailers
b. Rudi Sister’s are selling in villages of 5 districts
3. Awareness
a. Setting up stall at time of festivals
b. Well wisher teacher groups in Ahmedabad
c. Door to door selling
d. Speakers
e. Internal selling through coupons
f. Local food bloggers
4. Affordability:

Name of Snack Selling Price/kg

Aloo Sev 150

Puri 165

Shakkarpara 150

Tikhi Sev 155

Sev Mamra 150

Our Suggestions:
(Trade promotion for retailers’ segmentation)

Incentive for Retailer

• Retailer will get 5-30% flat discount on next order according to
segmentation of purchasing size and frequency per two months
• Point of sale: providing cardboard display board so they don’t need extra
space in store
Customer Aspects
• Bundle packaging with products that can be matched together & discount
on the combo offer
• Offline to digital touchpoint for Social Media, product review &
information about near by retail shop

Some moments with Kamala:

(Snacks and other products on display at
Ahmedabad Centre.)

(Women are given training for preparing snacks.)