Aama ko Achar- 4Ps*price place product promotion PDF

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Explanation of marketing mix is explained in the assignment published here....

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Aama Ko Achar MBA BUS5112 Marketing Management

Abstract "Aama Ko Achar" provides an authentic taste of homemade pickle which is very famous among the south-east Asian people more locally to the Nepalese people. Which its founder as Sangita Pandey formally prepared varieties of Achar/Pickle at home as a hobby and she distributed to her friends and family circle. Later she registered a company to

produce it on a large scale as its demand increased and within less than a decade of the time frame it crossed the border and paved its way to different continents. Although she started traditionally with the support of her retired husband, she was able to meet the marketing strategies of 4Ps as Product, Price, Promotion, and Place to expand her product globally. The goal of this paper is to create a value proposition for the product “Aama Ko Achar” using the available information.

Keywords: Aama Ko Achar, Value Proposition, 4Ps Marketing

Aama ko Achar “Aama ko Achar “, is a kind of pickle in which different types of food are preserved in the spiced oil. This pickle has a very peculiar and authentic taste. Aama ko Achar, is a very famous pickle that originated from the kitchen of a mother a full-time housewife named Sangita Pandey, that at first became famous among family and friends then to the

community and slowly many friends and her retired husband convinced her to register a brand named as “Aama Ko Achar” in the year 2011(Aama Ko Achar, n.d.). Although it is produced in small scale, because of its authentic and original taste which is produced from local organic ingredients, it became famous all-over local market and started its venture all over the nation as well as almost in all the continent where the Nepalese communities are densely located. Product The tradition of the south-east Asian continent is very peculiar which is supposed to be extraordinarily rich in its culture and tradition. Most people use lots of spices to cook their daily meals. No matter what, different ethnic groups in this region are used to two main meals and in every meal, they serve a spoon of a pickle. This is the main reason why Sangita Pandey capitalized on the market with this typical brand as a product. With its unique and authentic taste and natural organic locally produced ingredients as well as with a variety of flavors, it has continuously distinguished itself from other competitors (Aama Ko Achar, n.d.). Within a noticeably short span of time Aama ko Achar became famous among the local consumers and slowly it started to win the hearts of thousands of Nepalese residing in other continents. This product has not only given the motherly taste to all the consumers but also created a number of job opportunities to the number of people directly or indirectly which the local community sees as a huge contribution. Although, in the first steps the company produced only a couple of varieties of a pickle but now they are expanding their product range to meet other consumers as well (Aama Ko Achar, n.d.). Price Normally, price refers to the cost consumers pay for the product (Purely Branded, 2012). It is marketers’ task to link price to the product’s perceived and real values apart from this they need to also consider the supplying cost, seasonal offers, competitors prices, and so on. Price determination has a direct impact on profit margin, marketing plans, supply and

demands (Purely Branded, 2012). Once the product offering is finalized, the next steps follow the pricing of the product. Proper price definition helps to boost the market and, in this case, Aama Ko Achar has a mass production which allows them to make a reasonable profit and also allows other retailers to make a marginal profit. The price range is very feasible to all sorts of consumers and is available in all sorts of marketplace ranging from a small kiosk to the huge supermarkets in Nepal and abroad. It is not only the product authenticity and originality but also its pricing has won the heart of all consumers around the globe because of which it has won the hearts of millions of Nepalese and Non-resident Nepalese. Place It is quite common among marketers conveying the marketing is about making viable the right product, at the right time, at the right place, at the right time (Purely Branded,2012). In today’s time, it is exceedingly difficult to attract potential consumers and turn them into actual consumers. In this case, Aama Ko Achar has overtime won lots of distribution channels because of its clear product differentiation from other competitors. In Nepal, it can be found almost in every store, local shops, and supermarket. Local consumers have direct access to a factory where they could buy the product at a factory price. Not only in shops and supermarkets but also it is made viable online in Nepal (Aama Ko Achar, n.d.). Within the local market, it is made viable within the same day of order. It has not only established its channel of distribution in Nepal but exports to different continents ranging from Australia, North America, European countries, and so on. Mostly in every Asian shop, if Nepalese origin is looking from the pickle, they are bound to look for Aama Ko Achar and it does comply in Nepal as well. Promotion After the product and price offerings, the next step is also to go for the promotion to attract possible buyers. This can include advertising, public relations, personal selling, or personal distribution of the sample products, and can be any other form of communication

between the manufacturers and consumers (Lumenlearning, n.d.). In this case, the founder Sangita Pandey seems noticeably clear. For many years she won the trust of people in her community by free distribution of pickles to friends, and other third parties directly or indirectly. After the positive feedback and persuasion from different people in her surroundings, she established a brand of a pickle as Aama Ko Achar. Slowly within the span of almost 9 years, it has traveled all around the global market. Now, the founder herself has started her appearances as a motivational speaker to thousands of Nepalese women. Within a noticeably short span of time, it has become the first priority of pickle among Nepalese Conclusion Aama Ko Achar has started its slogan as “Our main purpose in life is to know what our gift is and to give it back” (Aama Ko Achar, n.d.). They definitely seem to have made optimum use of 4Ps Marketing strategies otherwise It would not have been possible for them to expand globally. They do care about their product and customer satisfaction. When talking about the value proposition of the product brand Aama Ko Achar, it already has its statement stated as, “A homemade product filled with the finest fresh ingredients. As the name suggests, it purely gives you a motherly cooked feeling.”

Reference Aama Ko Achar. (n.d.). Aama Ko Achar – A homemade product filled with the finest fresh ingredients. https://aamakoachar.com.np/ Purely Branded. (2012, October 10). The four Ps of marketing. https://www.purelybranded.com/insights/the-four-ps-of-marketing/ Lumenlearning. (n.d.). Marketing mix introduction | Introduction to business.

Lumen Learning – Simple Book Production. https://courses.lumenlearning.com/wmopenintroductiontobusiness/chapter/marketing-mix-introduction/...