Retail report on new opening of shop on fresh vegetables and fruits

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Retail Management
Report on
“Retail on Fresh Fruits and Vegetables”
Company name is “Vegito”
Submitted to: Submitted By:
Dr. Rahul Thangeda Pushpika Vyas (148938)
NATIONAL INSTITUTE OF TECHNOLOGY
SCHOOL OF MANAGEMENT
WARANGAL
2014-2016

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A. Introduction
India is the second largest producer of fruits and vegetables in the world. Fruits and vegetables
are produced seasonally in our country, but the market requires products throughout the year.
So In my retail entrepreneur I am focusing on these area like demand, market location and
distribution channel as well as farm‐level, retail outlet‐level pattern of market development is
linking farmers to markets. Name of my company is “Vegito” which is combination of fruits and
vegetables.
Mission:-To establish retail for locally produced sustainable food that is accessible to the
communities and improving the public’s health by creating healthy communities.
Vision:-Protecting the interests of small retailers is important. Producers do benefit when
alternate marketing channels emerge. Benefits are not only in the form of higher incomes, but
also in terms of improved capacity for quality production and dealing with new ways of
marketing.
Objective :-We would:1. Develop the close relationship between the farm‐level, retail outlet‐
level pattern of market development is linking farmers to markets.
2. Strengthening technical change and innovation capacity in the rural and farmer level area.
3. High quality , better services to the customer.
4. Provide fresh vegetables and fruits to customer at the best rate.
5. Customer known that we can be trusted every day and utilize the customer feedback.
B. Company Strategy
MARKET
Target markets are people
 Who want fresh fruits and vegetables as per daily basis.
 Sick peoples who need as diet and prescribed by doctors.

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 Customers who lead natural lifestyles a selection of fruits and vegetables they can use to
prepare meals and entertain their guests.
 Customers who are vegetarians, vegans and fruitarians may opt to purchase their fruits
and vegetables.
 Customers who value getting educated on the foods. The freshest fruits and vegetables,
recipe ideas, how the food is grown, and nutritional value.
STARATEGY
 Pricing strategy
 Make small, affordable snack packs in less cost like Rs.10 or 15 or deal for seasonal items
near. These are healthy impulse buys to customers at various age s like children.
 High amount with fewer prices.
 Marked price is different and less from the market price.
 Fruits cost at very less compare to outside market.
 Promotional strategy
 Telephone marketing
 Direct marketing
 Grand opening celebration.
 Coordinate and Integrated all marketing tools for communication.
 Contests, prizes & Posters
 Personal mailing, Through internet
 Cross Merchandising Displays and packaging
Suggest easy ways to eat fruits and vegetables by selling complementary items together.
In Packaging various kit is available like –
 Fruit salad pack
 Green masala kit
 Jal jeera pack.
 Soup kit etc Innovative offers, coupons and the packaging like the mixture of the
vegetables combo pack.
 Innovative and creative
 Educational Material like health card, Recipe cards etc.

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 Juice shop and fresh salad section also.
 Various holidays celebrate with various own name like
 Father day is men health day
 Children day is kids masti day and etc.
 Visual merchandise
 Two floor section, First floor for the fruit section, Second for the vegetables and under this
various sub section like leafy vegetables, dry vegetables etc.
 Display must be rotate in every month so that customer feel like new market every time.
 Building the glassy infrastructure , open view , posters to attract, infrastructure must be
unique and parking space etc, which attract the customer.
 Food Demonstration Guide, store guide also provide.
So, here use of 4ps effectively to attract new customers.
Market segmentation:-We need the segmentation of the customer to know the taste and
preferences, so segments them like as per theory:-
Psychographic, Geographic, Behavioral and Demographic Segmentation, so that it help to know
our area customers.
Localization of the merchandise variety :-To maintain and sustain of company business must
provide the wide variety of produce including the seasonal produce and other produce which
came in all season.
In this will include the all-region of India fruits and vegetables, it is big task but various people
doing job and services which is far from their native place. So we would try to focus in this
aspect also.Various produce assortment make and build company base strong.
Competitor Analysis :-Our target market is of course currently purchasing fruits and vegetables
from farmer, wholesaler and Programs channel. Our competitors are supermarkets, corner shops,
box schemes and the internet.
 Supermarket are Cheap (for some products), Huge range of food available all year round
Convenient, one-stop shop but Hidden costs, Variable quality, environment bad.

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 Corner shops are Convenient, Friendly service, Can have some local products but
Limited range, Expensive Variable, quality Dubious.
 Box scheme are Local, sustainably produced food, Friendly, well-informed service,
Convenient but Limited range.
 Internet provides Local, sustainably produced food, Convenient but Solitary activity.
Competitive Strategy:-There is ways:
 Selling fresh products
 Processing the rest to meet demand during the rest of the year
 Farmer level to retail level link
 In the general staff there is rotation on each month in each section, so that the staff get to
know the all produce in the shop.
Technology uses:-In this use of the technology in the different places in the company like
 Storage room freezer.
 Security purpose
 Proper environment for the fruits and vegetables.
 Billing systems
 Innovative ads which motivate people and etc. purpose.
C. Company Structure
 Store location:- Location must be on the basis of various criteria. So I choose the location
which connect the city people and farmer people because our main focus is to encourage the
famer level people to provide the proper platform to generate there economic condition and
for the city people provide the fresh Fruits and vegetables.
As in Warangal near the Hanamkonda.
 Store appearance:- The store looks can affect how much product sell. If sales floor is
cluttered, customers may assume product is not fresh. There are many visual improvements
that will need to make to help fresh produce selection seem more attractive.
 Store Design:- In Exterior design in which the glassy infrastructure , open view , posters to
attract, infrastructure must be unique and parking space etc, which attract the customer.

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In Interior design display products, floor wise distribution, storage room etc which is needed
for the company.
 Closing of store:-Store open in the morning time as per healthier diet around 7:00 am and
mid-afternoon is closed for 2:30 hr in which windows section still open in which the combo
pack and packed kit available only. After that it reopen and closed at 11 pm.
 Merchandise Products in company and there storage needed are:-
Group A: 32-35°F Group B: 45-50°F Group C: 55-64°F Or an air
conditioned room
Fruit
Apples
Avocados
Cherries
Grapes
Pears
Strawberries
Fruit
Avocados (unripe)
Grapefruit
Mangos
Oranges
Pineapples
Fruit
Bananas
Papayas
Watermelon
Vegetables
Artichokes
Broccoli
Cabbage
Carrots
Cauliflower
Celery
Greens Corn
Lettuce
Mushrooms
Spinach
Vegetables
Bell Peppers
Chili Peppers
Green Beans
Okra
Vegetables
Acorn
Onions
Potatoes
Sweet Potatoes
Tomatoes

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Above are the few fruits and vegetables , based on the season various products will included in
it.
D. A Produce Distributor and Supplier Chain
Picking a produce distributor should be a strategic business move. They provide quality of the
distributor’s fruits and vegetables, their customer service, and price. So I select various
distributors these are:-
a) Wholesale Distributors: carry a large variety of produce at a low price .Fast delivery
process. Some wholesale distributors may also be able to set up a produce box program.
b) Farmers’ Markets: local farmers’ market I which we can get a good price for produce
selections and some additional training on how to handle and promote selections..
Farmers which is specific in my area for the production of the fruits and vegetables.
c) Community Supported Agriculture Programs: Various programs connect local farmers
or community gardens directly to their surrounding community by allowing families to
pay a low fee for regular produce box deliveries throughout the growing season.
Delivery or Pickup
Based on the produce like potatoes, onions once a week is delivery but leafy, green and fresh
vegetables and fruits need on the daily basis, so that based on the produce we need to restock
the product.
Our distributor is as mentioned above they can provide as per our scheduled demand.
Use of the big trucks, mini vehicles with the proper containers we take the products from the
distributor and Daily basis produce use proper vehicles who pick up the product from the
distributor and suppliers.
It will help to encourage the local farmer and reduce change in their professions.

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E. Management
The Management Board will meet monthly. In the management board there is also group of
Manager who directly appointed by us on the basis of their knowledge and qualification, they
recruit the Staff team for the company.
The staff team will comprise:
 General Manager. The General Manager will also be very visible in the shop , working
directly with customers and will be the public face of the business.
Salary is around Rs70,000 per month.
 Assistant Manager, who deputizes for the General Manager in their absence and works
otherwise in the shop , wherever needed. Salary is around Rs50,000 per month.
 Administration Assistant works in the office, liaising on a day-to-day basis with suppliers,
ensuring that invoicing and payments are correctly made and the accounts maintained. Salary
is around Rs30,000 per month.
 General staff are employed on contract basis and cover the other key functions including
serving, stocking and cleaning.
 In the general staff there are also criteria for the farmers’ people who represent their villages
and places. It encourage the low level people to earn and learn.
 There is training also in which filling of grids, tips and customer care included.
Salary is around Rs15,000 per month.
Customer relationship management:-It is widely implemented strategy for managing a company
to maintain relationship between customer, sales and clients prospects.
There are various tools and techniques should be used like:-
 In store shopper survey.
 Community survey.
 Take Customer feedback seriously, Welcome new ideas and suggestion.
 Provide incentives to staff as per there role.
 Surprise Inspection in shop.
 Direct to consumer by cellphones, internet etc.
 Home delivery, Websites, catalogue for the support and feedback.
 Monthly analysis of all aspects.

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F. Financial aspects
Startup business so fixed investments are:-
 Registered location and Building constructions cost
 Technology used in buildings cost
 Exterior and interior decoration cost
 Display of Fruits and vegetables with baskets and all cost
 New vehicles cost
 Equipment cost
 Staff and team recruitment cost
 Websites, catalogue cost
 Advertisement and promotion cost
 Company insurance
So the overall estimated cost excluding company insurance is 112 lakhs. Insurance depend after
profit generate or depend on the company policies.
After insurance it may be 212 lakhs of investment.
Monthly expenses
 Fruits and vegetables daily basis and weekly basis cost
 Bills charges
 Salaries
 Maintenance cost
 Guides and tips on paper
 Employee insurance charges
 Survey
 Supplier and distributor charges
 Various occasions celebration cost(varies month to months)
 Advertisement cost
 Packaging cost
So the overall estimated cost is 76 lakhs.

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G. Conclusion
In my retail entrepreneur report I focused on these area like demand, market location and
distribution channel as well as farm‐level, retail outlet‐level pattern of market development is
linking farmers to markets.
In this I will include the all-region of India fruits and vegetables for those customer who is non-
local.
By the use of proper technology we would next to plan those vegetables, which is easily not
available in India so it provide jobs to various farmers by which they stick to their own
profession, it is like expansion in the farming.
H. References
[1] http://articles.economictimes.indiatimes.com/20081006/news/28437665_1_young-
entrepreneurs-technology-retail-outlets
[2]http://extension.psu.edu/business/ag-alternatives/marketing/fruit-and-vegetable-marketing-
for-small-scale-and-part-time-growers
[3] http://startup.wikia.com/wiki/Fruit_and_vegetable_retailer