DELHI SCHOOL OF BUSINESS

MARKETING MANAGEMENT 2

MARKETING PLAN FOR

ARORA COLD STORAGE

BY

GROUP 10

SHREYANSH JAIN

MEGHA AGGARWAL

NISHANT SETH

Company name: Arora Cold Storage

Head Quarters: New Delhi

INTRODUCTION

• Cold storages racks are meant to preserve the

perishable commodities.

• Like vegetables fruits or milk products which

are quickly perishable.

• Used for retention of the original color, flavor

and taste of commodities.

1.0 EXECUTIVE SUMMARY

• ACS is an established operator of cold storage

facilities in Delhi.

• It has decided to expand their business

nationally, providing cold storage racks.

• ACS planned to lease/sell the display cases

• As well as act as an intermediary for selected

lines of frozen and refrigerated foods.

2.0 SITUATION ANALYSIS

• ACS already an established player

• Increased growth rate of Population and

demand

• Cold storage industry –Evenly distribution

demand and time basis

2.1 MARKET SUMMARY

• Essential for extending the shelf life

• maintenance of quality of produce

• reducing transport bottlenecks during peak

period of production

• 25% of fruits and vegetables are spoiled every

year

• reducing the wastages of the perishable

commodities

SWOT ANALYSIS

STRENGTHS WEAKNESS

•Offer product at fair prices •Huge cost involved in expanding

•Established brand in Delhi •Lack of brand awareness

•Strong desire to grow •Difficult to monitor the progress

OPPORTUNITY THREAT

•No major established player as of now •Threat of any new major competitor

•Expand product range

2.3 PRODUCT OFFERINGS

• Offering cold storage racks for Agro Products

• Offering cold storage racks for Fruits

2.4 DISTRIBUTION

• In Tier-2 cities through major vegetable shops

Reliance fresh

Easy day

Mother dairy

3.0 MARKETING STRATEGY

3.1 OBJECTIVES

• Aiming to cover north India and NCR regions during 1st year.

• Cover the western and southern parts of India in the 2nd year.

• Sustain all the customers by providing them quality after sales services

• Cover rest of India in the 4th and 5TH year and follow up the mistakes and develop further relations with the existing clients.

3.2TARGET MARKET

• Primary Target: Newly opened or opening

soon vegetable chain stores like reliance fresh,

easy day in tier 2 and 3 cities.

• Secondary Target: Retail and wholesale shops

of confectionaries dealing in vegetables and

related product located near sabzi mandis.

3.3 POSITIONING

• We will use our established brand image of

Delhi to establish ACS in other states.

• Providing complete value in terms of money

spent by the client.

• Proving it at a lower price than the competitor

and diversifying our sets of financing.

3.4 STRATEGIES

• PRODUCT- 3 segments i.e, Agro products, Fruits and Diary Products all in customize sizes, with 2 year warranty.

• PRICING- Both lease and sell options available to the customer, Price depends upon the rack size, ranges from Rs. 20K to 200K

• DISTRIBUTION- Company is registered on indiamart.com and tradeindia.com, distributed through other retailers where manufacturing is not done through contracts.

CONTINUED

• MARKETING COMMUNICATIONS-Word of mouth by sales people, advertisement on social media pages, established brand image in Delhi will also provide positive feedback to the potential client.

3.5 MARKETING RESEARCH

• After sales team will take continuous feedback from the client.

• Keeping an eye on latest developments in market.

4.0 FINANCIALS

• Total expected sales to be 5 crore in the first

year with 1000 units sold @ Rs.50,000

• Expected Income from maintenance services

to be Rs. 10 lac and the cost for technicians to

be Rs. 7 lac in a year.

• Cost for advertising and promotions,Rs 50,000

• Profit Margin- 10%

5.0 CONTROLS

5.1 IMPLEMENTATION

The following areas will be monitored to improv

performance:

• Customer satisfaction

• Quality control

• Feedback from customers on regular basis

5.0 CONTROLS (cont)

• 5.2 MARKET ORGANIZATION

Best team to handle this national sales

campaign, promotion, and who looks after the

public relations.

NAME POSITION

NISHANT SETH Sales Head (looks after the overall

sales)

MEGHA AGGARWAL Sales Promotion and Customer Service

Head (Responsible for sales promotions

and public relations)

SHREYANSH JAIN Quality Control Manager (

Responsible for right quality of the

product delivered to the customer)

THANK YOU

ANY QUESTIONS?