Founded in 1959 – Mapro Foods manufactures Fruit Jams; Fruit beverage concentrates – Crushes and Squashes; and Fruit Bars. Founded by a businessman named Kishore Vora a pharmacist by profession. The company concentrates on point-of-sales promotion rather than embarking on a grandiose brand-building activity involving print and electronic media Since Mahabaleshwar is a premier hill station in Maharashtra, attracting tourists by the thousands, brand-building is conducted through free tasting counters for jams, crushes, syrups, squashes and confectionery

1. Mapro
Vertical Marketing System

2. About Mapro
• Founded in 1959 – Mapro Foods manufactures Fruit Jams; Fruit
beverage concentrates – Crushes and Squashes; and Fruit Bars.
• Founded by a businessman named Kishore Vora a pharmacist by
profession.
• The company concentrates on point-of-sales promotion rather than
embarking on a grandiose brand-building activity involving print and
electronic media
• Since Mahabaleshwar is a premier hill station in Maharashtra,
attracting tourists by the thousands, brand-building is conducted
through free tasting counters for jams, crushes, syrups, squashes and
confectionery

3. VERTICAL MARKETING SYSTEM
• VMS by contrast, includes the producer, wholesaler(s) and retailer(s) act as
unified system.
• One member controls the another
• Types-
1. Corporate- company owned outlet where one channel member controls
another by ownership
2. Administrative- no ownership/no contract yet one member can control another
3. Contractual- control through contracts

4. VMS by Mapro
• Mapro works in two segment B2B and B2C
• To sale under B2B Mapro use 3 model
• Traditional sales model
• Direct sales Model
• Suggested Model
• To sale under B2C Mapro use 3 model
• eCommerce
• Direct sales through store (company owned)
• Using distribution channel

5. Traditional sales model B2B
• Mapro is looking at expanding its presence in the HoReCa segment
• Within this HoReCa division deals with B2B like Hotels, Restaurants
and Catering service.

6. Direct sales Model B2B
• This model comes into action when some specific product is not
available with the distributor, wholesalers and retailers these
products are directly to be purchase form the company

7. Sales representative approach B2B Model

8. B2C Mode
• eCommerce
• Company sale its product through eCommerce website (https://shop.mapro.com/)
• Direct sales through store (company owned)
• Company setup store in metro cities.
• Using distribution channel
• Its network comprises of 12 super distributors and over 300 distributors across 17 Indian
states.
• I.e. 12 redistributors and 300 distributors selling products to retailers

9. Product Mix
• Mapro has 125 product SKU undert
• Fruit sweets with real fruit jam
• Jam
• Crush
• Syrup
• Squash
• Ice-cream
• Chocolate

10. Made By
• Shashank Tripathi
• Pranjal Singh
• Aakriti Shrivastava