Selling brinjal in chennai

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Selling brinjal in chennai

  1. 1. resh arms Brinjal Siddharth Vijay Babu Udhaya kumar Jegath Gogul For your precious heart…….
  2. 2. • Fresh Farms farm, is an 50 organically acre 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. Introduction
  3. 3. Chennai market-overview 2360000 2325000 Total 5000000 (excluding children 0-6 yrs) Households: 1150000
  4. 4. Brinjal Production & Consumption Assuming supply meets demand 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
  5. 5. STP Psychographic Segmentation : Middle class and high class Target: Women -25 yrs and above Positioning: Healthy for Heart
  6. 6. 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
  7. 7. Pricing Assumptions: Fact: • 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 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
  8. 8. Capacity Decisions 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
  9. 9. Distribution • 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
  10. 10. Marketing Budget Total Capacity: 1800 Tons = 1800000Kg Budget allocated: 50p/Kg Total Budget: 1800000*0.50 = Rs. 9,00,000
  11. 11. • 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

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