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Marketing plan orange ccs

marketing plan for cols storage

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Marketing plan orange ccs

  1. 1. 1.0 Executive Summary 2.0 Situation Analysis- Today, the frozen food market in India can be described as in nascent stage with few products, low consumer awareness levels, underdeveloped frozen food distribution network and a lack of freezer space at the retail end. The Indian frozen food market is segregated mainly into six segments viz. frozen vegetables, frozen seafood, frozen snacks, frozen red meat, frozen poultry and others. Market size of frozen food segments The frozen food segment comprises of ready-to-cook, fry and heat-and-eat vegetarian and non-vegetarian food products, and is largely dominated by select national brands and some regional players. Frozen foods in India are predominantly used in the food service and institutional markets. Compound annual growth rate of 4.1% for frozen foods for the period of 2015-2020. India’s packaged food market would witness a quantum jump to $50 billion by 2017 from $32 billion due to increasing popularity of ready to eat packaged foods. 2.1 Market Summary- The frozen foods market is generally segregated into processed frozen vegetables, vegetable snacks, poultry, fish and seafood and red meat. In the frozen vegetables segment, garden peas continue to be the most popular frozen processed vegetable bought across India with a commanding retail value share of over 69%, followed by mixed green vegetables and baby corn with shares of 14% and 7%, respectively, in 2013. Growth rising Indian population, mounting consumer incomes and changing preferences have led to increased focus on food security and health services. The demand for processed food has also risen sharply necessitating the support from efficient cold chain logistics of the country. Often termed as the sunrise sector, cold chain logistics hold immense growth potential in India and there is a great need to respond to the high growth opportunities in the cold chain logistics sector, which identifies cold chain sector as a promising & lucrative investment option. The industry has been growing at a CAGR of 20% for the last three years. Cold stores are the major revenue contributors of the Indian cold chain industry. 2.2 Swot Analysis Strengths- Customization, • Our ethos is getting to know you and your business so we can work together and establish a common goal.
  2. 2. • Offering consultative approach. One of our industry specialists will be on hand to guide you through the entire process. Assessing what customers want to achieve and advising from the outset on the best products. • We are not limited to one single supplier, this allows us to select the most advantageous equipment for specific project. Design • Solution configured exactly to available space, type of product being stored and temperature required. Project Management • Industry specialist account manager will oversee the complete process from initial design through completion and handover. Quality • Working with Europe’s leading manufacturers we supply materials and refrigeration of the highest quality. Installation • Experienced installation teams will take complete control of on-site activities. They will provide full training on the products to you and your team. Weaknesses Due to huge variety of standardised products of varying sizes and customisation options, Distribution and storage will be challenging. Opportunities- A survey by Assocham (The Associated Chambers of Commerce and Industry of India) in 2015 predicted that India’s packaged food market would witness a quantum jump to $50 billion by 2017 from $32 billion at present due to increasing popularity of ready-to-eat packaged foods. In fact, more households in urban India have been associating ready-to-eat food with convenience, thus fueling the sale of packaged food at an average annual rate of 32.5% between 2010 and 2015. Rising disposable income and a younger demography of households in the top metros also mean that over the next two years, consumption will surge across categories of packaged food such as packaged beverages, dairy products, snacks, frozen foods, ready to cook/ready to eat and baked foods, with urban households accounting for 80% of these purchases More parents are opting for easy-to-prepare meals The Assocham report says households with working couples and young children serve on average 10-12 easy-to-prepare meals a month. About 76% of the nuclear families feel they have less time to spend in the kitchen. The rise in the number of women in the workforce and the resultant time- paucity along with the increase of at-home socializing, the preference for nuclear families or that of young professionals living alone allows for the growing acceptance of Western food and the need for on-the-move freshly-cooked foods.
  3. 3. The Indian market has witnessed the entry of many brands offering a host of products across various processed food categories. One segment, which has evolved significantly in the processed food section, is frozen convenience food. The increase in demand for frozen food products is driven by modern retail chains and stand-alone grocery stores, who are stocking more varieties of frozen products such as peas, corn and ready-to-cook and heat-and-eat packaged products. As sales increase, the category is slated to witness increased penetration and entry of more players and products. Frozen foods vs ready-to-eat meals Frozen foods are considered to be the best alternative for fresh foods, as it preserves the products’ nutritive values. With the penetration of refrigerators and microwaves, the ease in storage and use of frozen foods has been gaining momentum. Ready-to-eat meals with retort processing is said to be the most acceptable form of food preservation. That’s because the packaging requires just warming in a microwave oven or water bath before eating. Packaging of this food should withstand thermal processing. Plus, the lightweight retort pouch maintains shelf life, texture and nutritive value. On the other hand though, retort processing cannot maintain shapes of foods and snacks, therefore is more suitable for semi liquid or smaller pieces and powdered food products. The challenge however has been to preserve the raw meat and non-vegetable products, the semi-cooked non-vegetable products and the various vegetarian products that required the shape of the product to be maintained until it reaches the end consumers. This is where frozen technology has gained prominence over the ready-to-eat products. Today, the frozen food market in India can be described as in nascent stage with few products, low consumer awareness levels, underdeveloped frozen food distribution network and a lack of freezer space at the retail end. Lack of Infrastructure- According to Indian Brand Equity Foundation (IBEF), the food processing industry accounts for 32% of India’s total food industry and 13% of Indian exports. The industry ranks fifth in terms of exports, production and consumption. Whereas the food processing industry looks promising for India, however, it must be considered that the local markets or farmers often have to rely on inefficient supply chain or middlemen. The farmers, at times, do not have the requisite infrastructure, technical know-how or capital investment to channelize into cold storage and supply chain development. Add to that, the fragmented infrastructure of cold warehouses, transportation and associated services. This is a major reason why we require integrated logistical support, and in particular, cold chain solutions to enable easy accessibility and smooth flow of produce from farms to table, fresh and safe. It would also enable farmers to extend the life cycle of perishable products, traverse long distances, reach wider market segments and larger consumer base. Around 40% of our produce is wasted due to inadequate cold chain infrastructure, and one third of losses incur during storage and transit leading experts to opine that India has less than half the capacity to meet its current cold chain needs.
  4. 4. Currently, India has 6,300 cold storage facilities unevenly spread across the country, with an installed capacity of 30.11 million metric ton. These are mostly used for storing potatoes. However, the market is gradually getting organized and focus towards multi-purpose cold storages is rising. More than 50% of the cold storage facilities in India are currently concentrated in Uttar Pradesh and West Bengal, while other states still face a challenge with investments from the government and private operators. Some facts about Indian cold chain industry: • Organized players contribute only ~8 to 10% of the cold chain industry market • 36% of these cold storages in India have capacity below 1,000 MT • 65% of India’s cold chain storage capacity is contributed by the states of Uttar Pradesh and West Bengal • At the current capacity only less than 11% of what is produced can be stored. Threats - High operating cost of cold storage - $ 60 per cubic meter in India compared to $ 30 in the west - is one of the major roadblocks for the sector's growth. Low awareness of labour in handling temperature-sensitive products: In India, the supply chain of most products is long and fragmented. A product changes many hands from source to delivery point. Most workers involved in this are not properly trained in handling temperature-sensitive products resulting in deterioration of product quality before reaching the consumer. High fuel cost and power cuts: Fuel costs in India constitute around 30% of operating expenses of cold storage in India as compared to 10% in the West. Further, cold storages are dependent on steady supply of power. Most Indian regions face power cuts. Hence, these companies have to invest in power back-ups, which push up the capital investment requirement. Lack of standards and protocols in construction and operation of facilities: Technical standards followed in India are mostly unsuitable for Indian conditions, which results in lower performance of standard refrigerated systems 2.3 Competition 2.4 Product Offerings Control technology. Combined with a remote temperature adjustment, the storage conditions of the goods are kept at an optimal level for minimum weight loss. Each room is monitored and visualised on a full-screen Danfoss System Manager enabling smart optimisation. Energy efficiency optimisation Energy consumption for cold stores is highly influenced by the design criteria of the refrigerating system. . Studies have revealed that 60-70% of the total
  5. 5. consumed electricity in cold stores is used for the refrigeration plant. efficient industrial illumination will change this to 80-90% of the total energy consumption. Internal and external safety no uncontrolled refrigerant emissions Growing demand for improved food quality, freshness, better hygiene standards, temperature- controlled delivery. compliant with FSSAI/ food safety norms and is ISO certified. safety relief valve (SFA) is known for its reliable opening at set pressure and for the closing function if the pressure has been reduced to 10% below the set pressure. This minimises the emissions in case the pressure becomes too high. Personal safety is secured by the availability of gas masks and fresh-air line masks in case corrective action must be taken after an ammonia leak. Walking tracks and safety lines are part of the emergency system in every cooling room. Frequent safety meetings with all employees keep the focus on possible dangerous situations. Of course, a fire alarm is part of the system, as well as an emergency assembly point and a wind sock to be able to gather up wind in case of an ammonia leak. Installation and after sales service 2.5 Distribution 3.0 Marketing Strategy 3.1 Objectives Year 1 Delhi Year 2 Delhi Retailers Year 3 North Eastern 3.2 Target Markets- other than Uttar Pradesh and West Bengal
  6. 6. 3.3 Positioning 3.4 Strategies Blue Star started doing well when the competition became intense. We entered room air conditioner business in the residential segment in 2011. Every year, we have gained market share. Our profitability has been growing and it is also due to the competition. It keeps us on our toes to invest in technology and brand building
  7. 7. Elan pro providing international range of refrigeration and food service solutions hotels, bars, coffee shops , health care sectors , beverages . Providing after sales service…Retailers like pepsi coke amul Gaps in ice cream and pharma segment.. Denfoss Quality, Reliability and Innovation products Product Pricing Distribution In order to effectively reach the target market a mass market distribution strategy by the company. The companies will be available nationwide from three sources • Companies website • large retailers eg best buy, Walmart • Dealers Marketing Communications Informing • Paid media , Commercial will show people using the product in real life setting, showing many ways it can improve life of the products • Personal Selling Product demonstrations and question answer sessions on youtube • Owned media create a website , facebook page, twittere account and youtube channel to have a solid social media presence Use both push and pull strategy • Generate interest through commercial and social media presence • Demo products in stores to gain attention of customers 3.5 Marketing Mix 3.6 Marketing Research 4.0 Financials
  8. 8. 5.0 Controls 5.1 Implementation 5.2 Marketing Organization Modular Cold Rooms
  10. 10. Bottle coolers