Competitive pricing strategy has enabled Ding The Recipe to restructure to stay strong in brand building, quality uncompromised at an affordable price. As such, it is envisaged that sales average/projection would not be less than 12 jars average per day per store level, if ranged. Hurdle rate would improve over time.

Brand Segmentation

Ding Brand - 65% (mid to high-end market)
Private Label - 35% (top-end market)

Market segmentation

No age limitation or group (suitability depend on product nature i.e. heat level, spiciness).

Foodies, culinary experts and time-poor consumers would love it - income stream, not a determining factor.

Ethnic diversity and demography - improving with education and taste sampling.

Synopsis (overall pattern but may change over time or vary as per region/suburb - ethnic diversity, profession, age group & level of disposable income)

Laksa paste	19.5%	Satay Paste	4.8%
Butter chicken	10.7%	Chilli Paste	4.0%
Chilli Jam	7.1%	Thai Marinade	3.9%
Rendang	6.7%	Tom Yum paste	3.1%
Jungle Curry	6.7%	Satay Marinade*	2.8% (relatively new)
Sambal Belacan	6.0%	Ayam Bakar*	1.7% (relatively new)
Red Curry	5.7%	Assam Pedas*	1.2% (relatively new)
Pad Thai	5.6%	XO paste	newly launched
Rogan Josh	5.4%	Moroccan Paste	newly launched
Curry Paste	5.1%	Sambal O'lek	newly launched

Prognosis: Sales projection exceeding 1 million jars in the forthcoming financial year with potential export initiatives under way.
Note: *Increasingly popular.