Marketing Strategy of MDH analyzes the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). These business strategies, based on MDH marketing mix, help the brand succeed in the market. Let us start the MDH Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
The product strategy and mix in MDH marketing strategy can be explained as follows:
MDH spices is one of the most popular spices brand in India. MDH is known for its expansive product portfolio in its marketing mix of ground spices and spice mixtures. Some of its popular products are as follows: Garam Masala, Deegi Mirch, Rajmah Masala, Sabzi Masala, Chunky Chaat Masala, Chana Masala, Kitchen King, Shahi Paneer Masala, Kasoori Methi, Meat Masala, Dal Makhani Masala.
Apart from ground spices and blend spices, MDH also offers a number of recipe products and other miscellaneous products like Dant Manjan, Kesar and Hawan Samagri.
Image: company website
MDH Price/Pricing Strategy:
Below is the pricing strategy in MDH marketing strategy:
MDH faces stiff competition in the market despite being in the top two in terms of market share. Hence, it aims to increase sales, and thereby revenue by selling higher volumes at an affordable price.
MDH is penetrating into the market by competitive pricing strategy so as to maintain a firm hold on the consumer market. Apart from the exceptions, the prices of spices vary from Rs. 25 to 70 for a 100-gram packaging, which is reasonable.
MDH Place & Distribution Strategy:
Following is the distribution strategy in the MDH marketing mix:
MDH moved its operations to Karol Bagh, Delhi after starting well at Sialkot. Apart from the headquarters in Karol Bagh, the brand has many manufacturing plants in Gurgaon, Sojat, Nagpur and even Sharjah. MDH earns a good amount of revenue from its exports to Japan, UAE, Saudi Arabia, South-East Asia, Canada, U.K, Europe and the U.S. As of January 2018, it is reported to have around 1000 wholesalers and 400,000 retailers.
The firm leaves no touch point empty to reach the customers- be it local corner shops, convenience/discount stores or supermarkets.
MDH Promotion & Advertising Strategy:
The promotional and advertising strategy in the MDH marketing strategy is as follows:
MDH has a unique selling proposition in terms of its quality and traditional yet distinct flavors. It utilizes its USP in all its promotion campaigns. From television, print media to all its social media handles- it has made its marketing communication in sync with its USP. Also, the owner of MDH has become a known face with his appearance in the advertisement. The company has taken up socially relevant projects and has developed Mahashay Chuni Lal Trust. Also, it has opened schools and hospitals for the well-being of the people, thereby maintaining a positive brand imagery. Hence this completes the marketing mix of MDH spices.
About MDH Spices:
MDH Spices is the largest producer of spices in India after Everest. It is a public limited company which was founded in 1919. The concept of ’MAHASHIAN DI HATTI’ (MDH) came up through a simple objective of making it easier for the housewives to create a distinctive taste in their cooking by using ready-to-use ground and blend spices. These spices are a mixture of various homemade spices, which reminds people of the traditional spices during the time of their ancestors. MDH has a wide variety of 60+ products with over 150 packages. MDH is famous for the fact that it took 30 tonnes of packaged spice within a single day. It faces a stiff competition from Everest (which has 13% market share), Priya, Mothers recipe, Catch, CookMe, Pushp, Ramdev and Nilon’s.
The manufacturing and packaging of these spices is mostly done by automated machines with a capacity of 30 tonnes in a day, that too with an enormous packaging ranging from 10 gram to 500 gram. Currently, MDH has a strong market share.
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