Marketing Plan of a Cold Storage

1. DELHI SCHOOL OF BUSINESS
MARKETING MANAGEMENT 2
MARKETING PLAN FOR
ARORA COLD STORAGE
BY
GROUP 10
SHREYANSH JAIN
MEGHAAGGARWAL
NISHANT SETH

2. Company name: Arora Cold Storage
Head Quarters: New Delhi
INTRODUCTION
• Cold storages racks are meant to preserve the
perishable commodities.
• Like vegetables fruits or milk products which
are quickly perishable.
• Used for retention of the original color, flavor
and taste of commodities.

3. 1.0 EXECUTIVE SUMMARY
• ACS is an established operator of cold storage
facilities in Delhi.
• It has decided to expand their business
nationally, providing cold storage racks.
• ACS planned to lease/sell the display cases
• As well as act as an intermediary for selected
lines of frozen and refrigerated foods.

4. 2.0 SITUATION ANALYSIS
• ACS already an established player
• Increased growth rate of Population and
demand
• Cold storage industry –Evenly distribution
demand and time basis

5. 2.1 MARKET SUMMARY
• Essential for extending the shelf life
• maintenance of quality of produce
• reducing transport bottlenecks during peak
period of production
• 25% of fruits and vegetables are spoiled every
year
• reducing the wastages of the perishable
commodities

6. SWOT ANALYSIS
STRENGTHS WEAKNESS
•Offer product at fair prices •Huge cost involved in expanding
•Established brand in Delhi •Lack of brand awareness
•Strong desire to grow •Difficult to monitor the progress
OPPORTUNITY THREAT
•No major established player as of now •Threat of any new major competitor
•Expand product range

7. 2.3 PRODUCT OFFERINGS
• Offering cold storage racks for Agro Products
• Offering cold storage racks for Fruits

8. 2.4 DISTRIBUTION
• In Tier-2 cities through major vegetable shops
Reliance fresh
Easy day
Mother dairy

9. 3.0 MARKETING STRATEGY
3.1 OBJECTIVES
• Aiming to cover north India and NCR regions
during 1st year.
• Cover the western and southern parts of India in
the 2nd year.
• Sustain all the customers by providing them
quality after sales services
• Cover rest of India in the 4th and 5TH year and
follow up the mistakes and develop further
relations with the existing clients.

10. 3.2TARGET MARKET
• Primary Target: Newly opened or opening
soon vegetable chain stores like reliance fresh,
easy day in tier 2 and 3 cities.
• Secondary Target: Retail and wholesale shops
of confectionaries dealing in vegetables and
related product located near sabzi mandis.

11. 3.3 POSITIONING
• We will use our established brand image of
Delhi to establish ACS in other states.
• Providing complete value in terms of money
spent by the client.
• Proving it at a lower price than the competitor
and diversifying our sets of financing.

12. 3.4 STRATEGIES
• PRODUCT- 3 segments i.e, Agro products,
Fruits and Diary Products all in customize sizes,
with 2 year warranty.
• PRICING- Both lease and sell options available
to the customer, Price depends upon the rack size,
ranges from Rs. 20K to 200K
• DISTRIBUTION- Company is registered on
indiamart.com and tradeindia.com, distributed
through other retailers where manufacturing is not
done through contracts.

13. CONTINUED
• MARKETING COMMUNICATIONS-
Word of mouth by sales people, advertisement
on social media pages, established brand
image in Delhi will also provide positive
feedback to the potential client.
3.5 MARKETING RESEARCH
• After sales team will take continuous feedback
from the client.
• Keeping an eye on latest developments in
market.

14. 4.0 FINANCIALS
• Total expected sales to be 5 crore in the first
year with 1000 units sold @ Rs.50,000
• Expected Income from maintenance services
to be Rs. 10 lac and the cost for technicians to
be Rs. 7 lac in a year.
• Cost for advertising and promotions,Rs 50,000
• Profit Margin- 10%

15. 5.0 CONTROLS
5.1 IMPLEMENTATION
The following areas will be monitored to improv
performance:
• Customer satisfaction
• Quality control
• Feedback from customers on regular basis

16. 5.0 CONTROLS (cont)
• 5.2 MARKET ORGANIZATION
Best team to handle this national sales
campaign, promotion, and who looks after the
public relations.
NAME POSITION
NISHANT SETH Sales Head (looks after the overall
sales)
MEGHA AGGARWAL Sales Promotion and Customer Service
Head (Responsible for sales promotions
and public relations)
SHREYANSH JAIN Quality Control Manager (
Responsible for right quality of the
product delivered to the customer)

17. THANK YOU
ANY QUESTIONS?