Marketing Mix of MDH Masala and 4Ps (Updated 2024)

The Marketing mix of MDH Masala analyses the 4Ps of MDH Masala, which includes the Product, Price, Place, and Promotion of MDH Masala. MDH Masala is associated with the food industry and deals in spices. It was founded in 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

MDH Masala Product Strategy

MDH Masala is a name synonymous with quality spices. The company manufactures, exports, and distributes spice mixtures and ground spices under its brand name, MDH. Its specialty is its various traditional spices and unique blend of spices used for specific product items. MDH offers a recipe for products on its related spice box and 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

MDH Masala, a prominent Indian spice brand, offers various spice blends and individual spices.

The product mix of MDH Masala in 2023 is as follows (Source)

1. Garam Masala: A blend of ground spices common in North Indian and other South Asian cuisines.
2. Chaat Masala: A tangy spice mix typically used in Indian street foods.
3. Pav Bhaji Masala: A spice mix for preparing Pav Bhaji, a popular street food dish.
4. Chana Masala: A blend used explicitly for making Chana (chickpea) dishes.
5. Sambar Masala: A unique spice mix for making Sambar, a South Indian lentil-based vegetable stew.
6. Rajma Masala: A spice blend used in preparing Rajma, a North Indian kidney bean curry.
7. Tandoori Masala: Used for marinating ingredients for tandoori cooking.
8. Kitchen King: A versatile spice mix that can be used in various vegetarian and non-vegetarian dishes.
9. Meat Masala: A unique blend for preparing various meat dishes.
10. Turmeric Powder: Ground turmeric is used for its color and flavor.
11. Red Chilli Powder: Ground red chilies, used in many Indian dishes for heat.
12. Coriander Powder: Ground coriander seeds are used for their unique aroma and flavor.
13. Cumin Powder: Ground cumin seeds, a staple in many spice blends and dishes.
14. Fenugreek Leaves: Dried leaves are used in several Indian dishes for their distinctive taste.

This list represents some of the key brands and products in MDH Masala’s range, showcasing the diversity and richness of Indian cuisine.

MDH Masala Place Strategy

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

Its fully automatic manufacturing unit is in Gurgaon, Delhi, Nagpur, Soj, India, and 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 products reach customers at every sale point via corner shops, local shops, discount stores, convenience stores, supermarkets, and hypermarkets.

MDH Masala’s place strategy is as follows:

1. MDH Masala primarily targets the Indian market, focusing on urban and rural areas to cater to a broad customer base, with products available in supermarkets, grocery stores, and traditional retail outlets.
2. The company has expanded internationally, with a significant presence in countries with sizeable Indian diaspora communities, including the USA, UK, Canada, and several Middle Eastern countries.
3. MDH Masala utilizes a strong distribution network, leveraging a mix of direct distribution to large retailers and distributors for smaller retail outlets, ensuring widespread availability.
4. The brand has adapted to the digital era by offering its products online through e-commerce platforms and its website, making it accessible to tech-savvy consumers.
5. The strategic location of manufacturing units in different regions helps minimize the logistics cost and ensures timely delivery of products to various markets.

MDH Masala Pricing Strategy

MDH Masala has targeted every household, restaurant, and hotel associated with food as its target customer by putting its onus on traditions, purity, and distinctive flavors. It faces stiff competition in the space industry from several rival brands. MDH Masala has adopted a competitive pricing policy to maintain a 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 urban and rural sectors. Both these policies have helped in more extensive sales, higher volumes, and more significant revenues for the company.

MDH Masala’s pricing strategy is finely tuned to balance quality and affordability, reflecting its understanding of diverse market segments. This approach has been crucial to its enduring popularity and market penetration.

The brand adopts a competitive pricing strategy, ensuring its products are affordable for the average consumer while maintaining a perceived quality advantage over local competitors. This positioning allows MDH to capture a significant share of the highly competitive spice market.

In international markets, MDH follows a premium pricing strategy, capitalizing on the brand’s strong reputation and the perceived exoticness of authentic Indian spices. This approach aligns with the expectations of international consumers, who often associate higher prices with superior quality, especially in ethnic food categories.

MDH employs psychological pricing techniques, like slightly lowering the price point below a round number (e.g., pricing a product at ?99 instead of ?100). This marketing strategy effectively attracts cost-sensitive customers, a significant segment in the spice market.

The company also practices product line pricing, offering a range and marketing mix of products at different price points to cater to various consumer segments. This ensures that budget buyers and those seeking premium products find options within the MDH range.

Dynamic pricing is another aspect of their strategy. MDH adjusts prices in response to market conditions, raw material costs, and competitive dynamics, ensuring profitability and market competitiveness. This agility in pricing helps MDH maintain its market leader status in the fluctuating spice market.

MDH Masala Promotion Strategy

MDH Masala has a massive brand recall, and to maintain its top market share and position, it has adopted intensive promotional activities. Its ad campaigns are shown with the help of print, social, and digital media in television, radio, magazines, newspapers, hoardings, backs and sides of vehicles, its 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 the Mahashay Chuni Lal Trust to benefit needy people. It has opened hospitals and schools and has been involved in several events promoting community harmony.

MDH Masala’s promotion strategy is as follows:

The company leverages traditional advertising, heavily utilizing TV commercials featuring its founder, to create a sense of trust and authenticity in its brand image, making it relatable to the Indian audience. MDH also engages in digital marketing, targeting younger consumers through social media platforms and online campaigns and adapting its advertising strategy to change consumer media consumption habits. Additionally, MDH participates in trade fairs and culinary events, showcasing its products and engaging directly with consumers and industry professionals, enhancing brand visibility and reputation.

Some Recent Video ads and Print ads of MDH Masala are:

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