Marketing Plan Arora Cold Storage - Group 3 and 4

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