marketing plan arora cold storage - group 3 and 4
TRANSCRIPT
MARKETING PLANFOR
ARORA COLD STORAGE
Submitted By
Group 3 – Neha Gandhi
Milan Jyoti Saika
Amol Shah Singh
Group 4 - Pratibha
Introduction
Special rooms in which temperature is controlled with the help of machines and precision rooms.
Wide range of products can be stored in these cold storages
Increase demand of fruits and vegetables gives greater growth potential
Recently frozen foods, dairy foods and egg manufacturers have been demanding these services
Benefits of Cold Storage
Shelf LifePeriod of Marketing
Over CapacityTransport Bottlenecks
Product Differentiation
Battery Operated
Mobility
Varying Sizes
Foldable Body
Objectives
Promotion and demand forecasting in NCR
Selling more than 1000 units
Expanding to other markets
Enlarging market share with promotions and tie ups with franchises
Achieving sales target of 1,00,000 units
Year 1
Year 2
Year 3
Year 4
Year 5
Distribution
Rural and Semi Urban Regions
Rest Of India
B2B Markets
Target Customers
Big Players
IRCTC
Franchises
Restaurant Chains
Frozen Food Manufacturers
Supermarkets
Competitor Analysis
Kelvin Cold Storage Pvt Ltd - Provides the “Integrated Cold Storage” across India. It is a well established player in North India specially NCR region. They also provide cold supply chain and logistics facilities
Blue Bird Enterprises Pvt Ltd - A recent start up which is grown to own major part of the market share. This company poses the biggest competition to us
Bansal Company – It is one of the leaders in the market
Situation Analysis
Poorly Integrated Sector
Huge gaps in terms of capacity
Non-existent on farm infrastructure
Poor transportation system
SWOT Analysis
Strengths
• Pricing Policy
• Movable Products
• Tenchnology
Weaknesses
• Lack of experience
• Experimenting with new technology
Opportunity
• Ability to become market leaders
• Untapped demand in rural markets
Threats
• Duplication by other companies
• Increased Competition
Porter’s 5 Forces for Arora Cold Storage
Threat of new
entrants
Bargaining power of suppliers
Bargaining power of buyers
Rivalry among existing
firms
Threat of substitute products
Promotion Strategies
Website Promotion Word of Mouth
Marketing Strategies
Product – The product offered is unique and one of a kind. It is operated by battery and has plugin options which allows easy mobility and transportation.
Pricing – Smaller special versions for rural markets having lower price will be manufactured. Products will be made of plastic which ensures low cost.
Marketing Communication - Sales teams will demonstrate the product in rural and suburban markets. The company also provides for these storage facilities on lease, making it attractive for small and medium shop owners.
Marketing Mix
Use of print and electronic media for promotion
Sending sales forces to rural areas to make them aware about the products
Entering B2B markets
Quarter 1
Quarter 2
Quarter 3
Implementation
Providing a network of service executives with minimum hassles
Support and repair services will be free for initial 2 years
Promoting the products of the franchise owner with our own products
Monitoring the machines setup with the customers and taking feedback
THANK YOU