An analysis and marketing plan about a company who wants to expand its foot prints in the cold storage industry.

1. MARKETING PLAN
FOR
ARORA COLD STORAGE
Submitted By
Group 3 – Neha Gandhi
Milan Jyoti Saika
Amol Shah Singh
Group 4 - Pratibha

2. 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

3. Benefits of Cold Storage
Shelf Life
Period of
Marketing
Over CapacityTransport
Bottlenecks

4. Product Differentiation
Battery
Operated
Mobility
Varying
Sizes
Foldable
Body

5. 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

6. Distribution
Rural and Semi Urban
Regions
Rest Of India
B2B Markets

7. Target Customers
Big Players
IRCTC
Franchises
Restaurant Chains
Frozen Food Manufacturers
Supermarkets
Small and Medium
Players
Grocery Stores
Milk Stores
Ice Cream Parlors
Vegetable & Fruit Retailers

8. 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

9. Situation Analysis
 Poorly Integrated Sector
 Huge gaps in terms of capacity
 Non-existent on farm infrastructure
 Poor transportation system

10. 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

11. 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

12. Promotion Strategies
Website Promotion Word of Mouth

13. 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.

14. 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

15. 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

16. THANK YOU