FieldFresh Foods Private Limited is a joint venture between Bharti Enterprises & Del Monte Pacific Limited. Challenge faced by FieldFresh Food Pvt Ltd in business markets. Clients of Fieldfresh Strategies for the firm to understand its customers

1. Firm Name:
Introduction:
FieldFresh Foods Private Limited is a joint venture between Bharti Enterprises & Del Monte
Pacific Limited. It has a very simple and strong vision of 'creating delightful food experiences'. Its
products range from canned pineapple juicedrinks, tropical mixed fruits, tomato sauce,spaghetti
sauce to tomato ketchup.
For fresh produce, FieldFresh Foods has an Agriculture Centre of Excellence (ACE) at Ladhowal,
Ludhiana in Punjab, other R&D and demonstration farm in Karad, Maharashtra. FieldFresh Foods
engages with over 5000 partner farmers across 8500 acres in Punjab & Maharashtra who are
Global GAP compliant and grow vegetables for export to Europe, this has enabled FieldFresh
Foods to become the largest Indian exporter of fresh baby corn with a 35% share of the UK retail
market.
The Del Monte range offered in India includes fruit drinks, packaged fruits, ketchups and sauces
and the Italian range of gourmet pasta, pasta sauces and olive oil.
Figure 1: Value market share and Volume market share of Del Monte April 16- Jan 2017
Submitted by: Akanksha Gohil
Subject: Business Marketing

2. Clients:
 Del Monte serves all international QSRs like Domino's, Pizza Hut, KFC, Subway,
McDonald’s, Burger King, CCD etc in India.
 It is also available to consumers across the top 70 cities in nearly 50,000 top modern
trade and general trade outlets.
Significance and scope of business marketing
for the firm:
As per a news article published in economics times, 60
percent of its sales comes from general trade and 40
percent from modern trade, so yes I can say that
business marketing is significant for this firm.
With the introduction of Del Monte juices in McDonald’s
store, and usages of Del Monte dips in QSR, the market
is well tapped.
Although airline market is yet to be explored
completely. India caters to 7 major airlines and Del
Monte is getting served in Indigo (Full service airline)
only. Thus the remaining 6 airline companies can also be
tapped.
FieldFresh Foods can also expand their scope by making tie-ups with colleges’ and institutes’
canteen, where they serve tomato sauce and mayonnaise sachets. Such institute could be Delhi
University, Xaviers College, IIMs, IMTs etc.
Business marketing is important for FieldFresh Foods because it will help them to build long-
lasting and ever-present relationships with their audience. And for the same tie-ups can be made
with the leaders of hotel industry like the Taj Group, Radisson Group, Hilton Group and many
more.
For consumer marketing, the company follows the competitive pricing strategy in its marketing
mix where they have always kept the price of the products at par with the rivals. Del Monte puts
most of their products in the affordable price range to make the saleinhuge volumes and capture
market.
Their promotion strategy also differs with respect to both the markets (business and consumer),
for their business marketing Del Monte has been advertising over Indigo’s ‘Hello 6E IndiGo
Inflight Magazine’, whereas for consumer marketing, it has roped ‘Baba Sehgal’ – Indian singer,
to perform in its Television ads.
Figure 2: Increase in Del Monte's retail sale (2016)
and introduction of new variants

3. For consumer marketing DelMonte had started using hashtag-‘#DontBeASucker’, on allits social
media posts to encourage consumer to drink from cans rather from tetra packs.
Challenge facedby FieldFreshFoodPvt Ltdin business markets:
The company faced alots of challenges while establishing the brand as there was very little brand
awareness of the company and also there were many established players- ‘Maggi’ of Nestle and
‘Kissan’ of Hindustan Unilever Ltd, in the market. Therefore, it acquired a unique way of
establishing the brand through B2B route, and after that, they started targeting B2C route.
 During the beginning of Del Monte’s journey into the business-to-business (B2B) sector
lackof brand awareness was amajor obstaclethat it faced during. To cope up with it, they
started targeting food services like bakeries and chefs who manufactured pastries
 The second major obstacle faced by the company was lack of Trust of the distributers, in
one press conference the distributer stated that there was lack of supply and quality
issues with the pineapple in India, therefore they refrain from distributing such fruits. To
which Mr. Yogesh Bellani (CEO, FieldFresh, India) assured them about the process of
timely importing fruits and the quality checks techniques that Del Monte offers.
 The third big challenge was the very little knowledge that people in India had about the
canned and organic fruits of Del Monte. So they started building the market by educating
chefs and bakery owners.
 Fourth major challenge that they faced was of distribution channel. In India, at that time
there were no big distribution houses. The established companies like HUL had their own
distribution network. To overcome this situation, the company acquired another food
company which had an existing distribution channel but was not successful- Fun Food.
Del Monte then used Fun Foods distribution channel for its own expansion.

4. Strategies for the firmtounderstandits customers:
The four major factors that affect buying decision of customers are – Environmental factor,
Organizational Factor, Buying Factor and Individual factor.
 Environment factors includes technological environment, cultural, legal etc. So The
company should make sure that their product can resonate with the technologic
advancement of its customer. For example, if Del Monte is selling some food item to its
customers then the distributer be technically advance to store and deliver the item on
time accurately.
 Also, the company should try to read and understand the economic and cultural
environment of different cities of India. People in tier 1 cities (Mumbai, Delhi, Kolkata etc)
are open to eat canned food items, and therefore the businesses there are also willing to
keep them, but as you go down to tier 3 cities (Bhilwara, Mdhurai, Baroda etc), the end
consumer is not willing to eat canned food items and as a result of which the business are
also reluctant towards keeping such products.
 To expand its scope in business marketing, Fieldfresh will need to tie up with some other
company at some point of time, to utilize the resources well. But before conducting a tie-
up the company must make sure its product offering is in sync with that of other
company’s offering so as to produce better results.