Marketing Mix Of MDH Masala – MDH Masala Marketing Mix

MDH Masala is associated with the food industry and deals in spices. It was founded in the year 1919 by its founder Mahashay Chuni Lal. MDH Masala is a Public limited Company of Indian origins. The company has acquired automated machines with a production capacity of 30 tonnes of packaged spices in one single day. It faces fierce competition from competitors like –

• Everest
• Catch
• Mothers Recipe
• Cookie
• Priya
• Push Brand Spices
• Ramdev
• Nilon’s

About MDH Masala

• Type: Private limited company
• Industry: Spices
• Founded: 1959
• Founders: Mahashay Chunnilal Gulati
• Headquarters: New Delhi, India
• Area served: India, Europe, Middle East, North America, Africa
• Current CEO: Rajeev Gulati
• Number of employees: 10,000
• Major Products: Garam masala, Chana masala, Kitchen King, Chunky Chaat Masala, Meat Masala, Kasoori Methi, Rajmah masala, Shahi Paneer Masala, Dal Makhani Masala, Sabzi Masala

Product in the Marketing Mix Of MDH Masala :

MDH Masala is a name synonymous for quality spices. The company is a manufacturer, exporter and distributor of spice mixtures and ground spices under its brand name MDH. Its speciality is its traditional and unique blend of different spices that are used for specific product items. MDH offers a recipe for products on its related spice box and on its website for interested customers. Some of the products in its portfolio are as follows –

Ground Spices

• MDH Black Pepper
• MDH Deggi Mirch
• MDH Jeera Powder
• MDH Kashmiri Mirch Powder
• MDH Haldi Powder
• MDH Dhania Powder
• MDH WhitePepper
• MDH Lal Mirch
• MDH Kasoori Methi

Blend Spices

• MDH Chana Masala
• MDH Chicken Masala
• MDH Garam Masala
• MDH Biryani Masala
• MDH Amchoor Powder
• MDH PaaniPuri
• MDH Butter Chicken Masala
• MDH Chunky Chat Masala
• MDH Chutney Masala
• MDH Curry Powder
• MDH Fish Masala
• MDH Dal Makhani Masala
• MDH Dahivada Masala
• MDH KitchenKing
• MDH Jal Jeera Masala
• MDH Meat Masala
• MDH Shahi Paneer Masala
• MDH Sambhar Masala
• MDH Rajmah Masala
• MDH PavBhaji Masala
• MDH Rava fry Bharwan Sabzi Masala
• MDH T-Plus
• MDH Tandoori-Chicken Masala

Other Products

• MDH Havan Samagri
• MDH Dant Manjan
• MDH Kesar

Place in the Marketing Mix Of MDH Masala :

MDH Masala started its operations as a small shop located in Sialkot but after the partition of India moved its operations to Delhi and opened a shop in Karol Bagh. Its headquarters base is in New Delhi. With time MDH brand has grown in popularity all over India and has started exporting its products to several global countries like Saudi Arabia, UAE, Japan, South-East Asia, Europe, United Kingdom, Canada and the United States.

Its manufacturing plants are fully-automatic and are located in Gurgaon, Delhi, Nagpur and Sojat in India and overseas in Sharjah. MDH Masala has a widespread distribution channel in India that includes more than 400,000 retail dealers, 1,000 wholesalers and super stockists so that products reach customers at every sale-point via corner shops, local shops, discount stores, convenience stores, supermarkets and hypermarkets.

Price in the Marketing Mix Of MDH Masala :

MDH Masala has targeted every household, restaurant, hotels associated with food as its target customer by putting its onus on traditions, purity and distinctive flavours. It faces stiff competition in space industry from several rival brands. MDH Masala has adopted competitive pricing policy because it wants to maintain its reasonable edge in the consumer market. It has kept product prices affordable and pocket-friendly. MDH has also adopted a penetration pricing policy because it wanted its products to reach every nook and corner of India in both urban and rural sector. Both this policy have helped in larger sales volumes and greater revenues for the company.

Promotions in the Marketing Mix Of MDH Masala :

MDH Masala has a huge brand recall and to maintain its market position it has adopted intensive promotional activities. Its ad campaigns are shown with help of print, social and digital media in television, radio, magazines, newspapers, hoardings, backs and sides of vehicles, its own website, online shopping portals and via Facebook and Twitter. One of its most popular taglines is Asli Masala Sach Sach MDH. MDH Masala has been actively involved in charitable and social causes and even maintains Mahashay Chuni Lal Trust for the benefit of needy people. It has opened hospital, schools and been involved in several events that promote harmony in the community.

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