resh arms Brinjal

For your precious heart……. Siddharth Vijay Babu Udhaya kumar Jegath Gogul

Introduction • Fresh Farms is an 50 acre

farm, organically and

naturally nurtured since 2006.

• Located at Mohanoor , 30 kms from

Salem, is on the banks of Cauvery river

and surrounded by hills.

• Healthy living is the prime focus at

the farm.

• A recent noble prize winning research

has proved that consumption of 100

gms of a brinjal variety a week keeps a

person away from Heart attack &

Kidney failures.

• Fresh Farms is growing this variety of

brinjal in its farms to help people lead

a healthy living.

Chennai market-overview

2360000

2325000

Total 5000000 (excluding children 0-6 yrs)

Households: 1150000

Brinjal Production & Consumption

Tamilnadu brinjal production- 2,63000 tons= 26,30,00,000 Kg

Tamilnadu Total population- 7,21,00000

Brinjal consumption/person in Tamil Nadu - 3.6 Kg/ person/year which is

300gms/person/month

Total consumption of Brinjal in Chennai/year– 5000000 * 0.3 * 12 = 18000 Tons

Assuming supply meets demand

Psychographic Segmentation : Middle class and high class

Target: Women -25 yrs and above

Positioning: Healthy for Heart

STP

Potential

Total Audience- 50 lakhs

% of Urban Poverty in Tamilnadu - 19.85%

Urban poverty in Chennai – 5000000 * 19.85/100 = 10 lakhs (approx.)

Target Audience- 40 Lakhs

Market Potential for this variety – 4000000 * 0.3Kg = 1200000 Kg *12 = 14400 Tons

Assumptions: • Total cost to market 1 Kg of new

variety brinjal is same as the Total cost of present varieties of brinjal

• Price of present varieties of brinjal do not fluctuate

Fact: Price of present variety of Brinjal: Rs. 22/kg Margin for 1 Kg of present variety of Brinjal : 40% (for producer)

Price 500gms: Rs. 18 250 gms: Rs.9

Margin 500gms: Rs. 7.5

250gms: Rs. 3.75

Pricing

Market Potential: 14400 Tonnes Available Capacity: No. of hectare * Volume of Brinjal in a hectare 20*30= 600 tons

Three harvests/year= 600*3= 1800Tons/year Outsourcing: Will be decided based on the response from the market.

Fact: A high yielding

brinjal variety can give upto

30tonnes/hectare

Assumption: This brinjal variety is a high yielding one

Capacity Decisions

• Transfer brinjal from farm to warehouse in Chennai

• Distributed through company sales men

• Available in all Modern retail store and General/Departmental Stores

• Occupy shelf space

Distribution

Total Capacity: 1800 Tons = 1800000Kg

Budget allocated: 50p/Kg

Total Budget: 1800000*0.50 = Rs. 9,00,000

Marketing Budget

• Explaining the benefits of this variety to Cardiology specialists

• Putting stalls in Hospitals (7) 1 week campaign, twice a year

• Putting stalls in Parks (42) 1 week campaign, 4 times a year

• Ads in Stores

• Occupy shelf space near Saffola and Quaker Oats