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SlideShare utilise les cookies pour améliorer les fonctionnalités et les performances, et également pour vous montrer des publicités pertinentes. Si vous continuez à naviguer sur ce site, vous acceptez l’utilisation de cookies. Consultez notre Politique de confidentialité et nos Conditions d’utilisation pour en savoir plus.
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
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
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
2.2 Swot Analysis
• Our ethos is getting to know you and your business so we can work together and
establish a common goal.
• 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.
• Solution configured exactly to available space, type of product being stored and
• Industry specialist account manager will oversee the complete process from initial
design through completion and handover.
• Working with Europe’s leading manufacturers we supply materials and
refrigeration of the highest quality.
• Experienced installation teams will take complete control of on-site activities.
They will provide full training on the products to you and your team.
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.
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
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
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.
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
• 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
• 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
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
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
2.4 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
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
Installation and after sales service
3.0 Marketing Strategy
Year 1 Delhi
Year 2 Delhi Retailers
Year 3 North Eastern
3.2 Target Markets- other than Uttar Pradesh and West Bengal
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
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..
Quality, Reliability and Innovation products
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
• 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