marketing plan

1. 1.0 Executive Summary
Orange Cold Storage company focuses on catering to needs of all the customers- Big or
small. Quality services offered by Orange CCS can be customized according to customer
needs, the company also provides facilities of leasing and renting spaces in its large cold
stores. The product will be marketed to retails, Pharma, exporters and farmers and will the
gap in cold chain infrastructure.
The company will market its product through dealers, demonstrations in retail shops and
through online platform.
The company has various short term and long term goals. Within one month an advertising
campaign will be launched in order to increase the consumers awareness of the products and
various social media accounts will be created to stay connected with them. It aims to expand
to North Eastern states in Assam and Tripura in 2018 by setting large cold stores of 26,340
cubic metre in both the states. In 2019 focus will be on hypermarkets of metropolitan cities
for retail refrigeration. In year 2020, the target markets will be grocery stores of tier II and
tier III cities- Kanpur, Nasik. 2021 would start with building and setting cold stores in
electrified villages of Jharkand and Bihar. In year 2022, the next cold stores would be built in
special economic zones in Eastern Coast line in Orrisa and Andhra Pradesh of 50,000 cubic
metres.
2.0 Situation Analysis
Orange cold storage, already established and flourishing in Delhi, plans to start large cold
storages in North eastern states, electrified villages of Jharkand and Bihar, special economic
zones of Eastern Coastal line and simultaneously focusing on increasing the sales of its
standardized and customized products to retail and hypermarkets of metropolitan, tier II and
tier III cities .The company plans to serve big and small retails through selling of
standardized and customized products. The company plans to lease or rent its chamber in
large cold stores which will be developed throughout India.
Around 40% of produce is wasted due to inadequate cold chain infrastructure, and one third
of losses incur during storage and transit leading experts to opine that India has less than half
the capacity to meet its current cold chain needs.
The frozen food segment comprises of ready-to-cook, fry and heat-and-eat vegetarian and
non-vegetarian food products, and is largely dominated by select national brands and some
regional players.
Compound annual growth rate of 4.1% for frozen foods for the period of 2015-2020. India’s
packaged food market would witness a quantum jump to $50 billion from $32 billion due to
increasing popularity of ready to eat packaged foods.
2.1 Market Summary
The frozen foods market is generally segregated into processed frozen vegetables, vegetable
snacks, poultry, fish and seafood and red meat. In the frozen vegetables segment, garden peas

2. continue to be the most popular frozen processed vegetable bought across India with a
commanding retail value share of over 69%, followed by mixed green vegetables and baby
corn with shares of 14% and 7%, respectively, in 2013.
Growth rising Indian population, mounting consumer incomes and changing preferences have
led to increased focus on food security and health services. The demand for processed food
has also risen sharply necessitating the support from efficient cold chain logistics of the
country. Often termed as the sunrise sector, cold chain logistics hold immense growth
potential in India and there is a great need to respond to the high growth opportunities in the
cold chain logistics sector, which identifies cold chain sector as a promising & lucrative
investment option.
The industry has been growing at a CAGR of 20% for the last three years. Cold stores are the
major revenue contributors of the Indian cold chain industry.
2.2 Swot Analysis
 Strengths
Customization,
• Our ethos is getting to know our customers and their business so we can work
together and establish a common goal.
• Offering consultative approach. One of our industry specialists will be on hand to
guide you through the entire process. Assessing what customers want to achieve and
advising from the outset on the best products.
• We are not limited to one single supplier, this allows us to select the most
advantageous equipment for specific project.
Design
• Solution configured exactly to available space, type of product being stored and
temperature required.
Quality
• Working with Europe’s leading manufacturers we supply materials and
refrigeration of the highest quality.
 Weaknesses
Due to huge variety of standardised products of varying sizes and customisation options,
Distribution and storage will be challenging.
 Opportunities

3. A survey by Assocham (The Associated Chambers of Commerce and Industry of India) in
2015 predicted that India’s packaged food market would witness a quantum jump to $50
billion from $32 billion at present due to increasing popularity of ready-to-eat packaged
foods. Rising disposable income and a younger demography of households in the top metros
also mean that over the next two years, consumption will surge across categories of packaged
food such as packaged beverages, dairy products, snacks, frozen foods, ready to cook/ready
to eat and baked foods, with urban households accounting for 80% of these purchases
More parents are opting for easy-to-prepare meals
About 76% of the nuclear families feel they have less time to spend in the kitchen. The rise in
the number of women in the workforce and the resultant time-paucity along with the increase
of at-home socializing, the preference for nuclear families or that of young professionals
living alone allows for the growing acceptance of Western food and the need for on-the-move
freshly-cooked foods.
The Indian market has witnessed the entry of many brands offering a host of products across
various processed food categories. One segment, which has evolved significantly in the
processed food section, is frozen convenience food. The increase in demand for frozen food
products is driven by modern retail chains and stand-alone grocery stores, who are stocking
more varieties of frozen products such as peas, corn and ready-to-cook and heat-and-eat
packaged products. As sales increase, the category is slated to witness increased penetration
and entry of more players and products.
Frozen foods vs ready-to-eat meals
Frozen foods are considered to be the best alternative for fresh foods, as it preserves the
products’ nutritive values. With the penetration of refrigerators and microwaves, the ease in
storage and use of frozen foods has been gaining momentum.Today, the frozen food market
in India can be described as in nascent stage with few products, low consumer awareness
levels, underdeveloped frozen food distribution network and a lack of freezer space at the
retail end.
Lack of Infrastructure-
The fragmented infrastructure of cold warehouses, transportation and associated services is a
major reason why we require integrated logistical support, and in particular, cold chain
solutions to enable easy accessibility and smooth flow of produce from farms to table, fresh
and safe. It would also enable farmers to extend the life cycle of perishable products, traverse
long distances, reach wider market segments and larger consumer base.
Around 40% of our produce is wasted due to inadequate cold chain infrastructure, and one
third of losses incur during storage and transit leading experts to opine that India has less than
half the capacity to meet its current cold chain needs.
Currently, India has 6,300 cold storage facilities unevenly spread across the country, with an
installed capacity of 30.11 million metric ton. More than 50% of the cold storage facilities in
India are currently concentrated in Uttar Pradesh and West Bengal, while other states still
face a challenge with investments from the government and private operators. Some facts

4. about Indian cold chain industry:
• 36% of these cold storages in India have capacity below 1,000 MT
• 65% of India’s cold chain storage capacity is contributed by the states of Uttar Pradesh and
West Bengal
• At the current capacity only less than 11% of what is produced can be stored.
 Threats
High operating cost of cold storage - $ 60 per cubic meter in India compared to $ 30 in the
west - is one of the major roadblocks for the sector's growth.
Low awareness of labour in handling temperature-sensitive products: In India, the
supply chain of most products is long and fragmented. A product changes many hands from
source to delivery point. Most workers involved in this are not properly trained in handling
temperature-sensitive products resulting in deterioration of product quality before reaching
the consumer.
High fuel cost and power cuts: Fuel costs in India constitute around 30% of operating
expenses of cold storage in India as compared to 10% in the West. Further, cold storages are
dependent on steady supply of power. Most Indian regions face power cuts. Hence, these
companies have to invest in power back-ups, which push up the capital investment
requirement.
Lack of standards and protocols in construction and operation of facilities: Technical
standards followed in India are mostly unsuitable for Indian conditions, which results in
lower performance of standard refrigerated systems
2.3 Competition
• Blue Star
Strategies- Enters the mature market.
• Elan pro
Positioning- Providing international range of refrigeration and food service solutions
hotels, bars, coffee shops, health care sectors , beverages .
Strategies-Providing after sales services to retailers like pepsi coke amul
Fulfilling Gaps in ice cream and pharma segment..
• Denfoss
Positioning – Quality, reliability and innovative products
2.4 Product Offerings
Project Management- Industry specialist account manager will oversee the complete
process from initial design through completion and handover.
Installation and after sales service- Experienced installation teams will take complete
control of on-site activities. They will provide full training on the products to you and your

5. team.
Control technology- Combined with a remote temperature adjustment, the storage
conditions of the goods are kept at an optimal level for minimum weight loss. Each room is
monitored and visualised on a full-screen System Manager enabling smart optimisation.
Energy efficiency optimisation- Energy consumption for cold stores is highly influenced by
the design criteria of the refrigerating system. . Studies have revealed that 60-70% of the total
consumed electricity in cold stores is used for the refrigeration plant. efficient industrial
illumination will change this to 80-90% of the total energy consumption.
Internal and external safety
No uncontrolled refrigerant emissions, Compliant with FSSAI/ food safety norms and is ISO
certified.
Safety Relief Valve (SFA) is known for its reliable opening at set pressure and for the closing
function if the pressure has been reduced to 10% below the set pressure. This minimises the
emissions in case the pressure becomes too high.
Personal safety is secured by the availability of gas masks and fresh-air line masks in case
corrective action must be taken after an ammonia leak. Walking tracks and safety lines are
part of the emergency system in every cooling room. A fire alarm is part of the system, as
well as an emergency assembly point and a wind sock to be able to gather up wind in case of
an ammonia leak.
2.5 Distribution
In order to effectively reach the target market company will follow two channels-
1. Dirrect channel
• Face to Face Direct sales- For it’s standardized products such as modular cold
rooms, refrigeration systems etc. ,direct face to face sales will be a good option as
it will ensure easy access at retail stores for the customers. They will know where
to go if they want to buy a certain product and it will also give company intimate
insight into customer needs.
• Internet – company will list it’s products on company websites and other online
selling sites for it’s standardized products. Also, services like direct delivery,
package delivery, and platform for queries will be provided. This medium will
ensure the reach to mass buyers.
• Specialized Retail Distribution- Through this channel, the company will control
product display and the customer experience in retail outlets.
2. Indirect Channels
• As most of our operations would include B2B sales, it would become

6. necessary to include one or more intermediaries in the sales operations.
• Agents, manufacturers’ representatives, and brokers- selling economies.
• Distributors, wholesalers, and retailers – inventory, selling, and transportation
economies.
3.0 Marketing Strategy
3.1 Objectives
3.2 Target Markets
Big Retail, hyper markets, super markets, Pharma in metropolitan , tier II and tier III cities.
Also target north Eastern States – Assam and Tripura, Electrified villages of Jharkand and
Bihar, Special Economic Zones in Eastern Coastal line- Orrisa and Andhra Pradesh.

7. 3.3 Positioning
Orange cold storage offers customized services, make to order. We pay special focus on after
sale services, installation and quality products. Also, we focus on big retail and grocery
chains, hypermarkets, supermarkets.
3.4 Strategies
 Product and Pricing
Modular Cold Rooms :- Rs.1.5 lakhs

8. BANANA RIPENING COLD ROOMS:- Rs. 2.3 lakhs
REFRIGERATION UNITS
Deep Freezer:- Rs.30000

9. Bottle coolers:- Rs.34500
 Distribution
In order to effectively reach the target market company will follow two channels-
Direct channel
• Face to Face Direct sales- For it’s standardized products such as modular cold
rooms, refrigeration systems etc. ,direct face to face sales will be a good option as
it will ensure easy access at retail stores for the customers. They will know where
to go if they want to buy a certain product and it will also give company intimate
insight into customer needs.
• Internet – company will list it’s products on company websites and other online
selling sites for it’s standardized products. Also, services like direct delivery,
package delivery, and platform for queries will be provided. This medium will
ensure the reach to mass buyers.
• Specialized Retail Distribution- Through this channel, the company will control
product display and the customer experience in retail outlets.
Indirect Channels
• As most of our operations would include B2B sales, it would become
necessary to include one or more intermediaries in the sales operations.
• Agents, manufacturers’ representatives, and brokers- selling economies.
• Distributors, wholesalers, and retailers – inventory, selling, and transportation
economies.
 Marketing Communications
Informing
• Paid media , Commercial will show people using the product in real life setting,
showing many ways it can improve life of the products

10. • Personal Selling Product demonstrations and question answer sessions on youtube
• Owned media create a website, facebook page, twitter account and youtube channel to
have a solid social media presence
Use both push and pull strategy
• Generate interest through commercial and social media presence
• Demo products in stores to gain attention of customers
3.5 Marketing Mix
3.5.1. Product- Cold storage is a vital link between the production and consumption of
perishable products. Apart from the conservation of perishables, the cold storage also help in
increasing the marketing period of those commodities and ensure availability to the consumer
over a long period.
3.5.2. Price – After taking into account all the cost, i.e., Direct, indirect, selling and
distribution etc, Price is decided with appropriate margins. Price is mentioned corresponding
to the product image.
3.5.3. Place - Cold Storages is essential for extending the shelf life, period of
marketing, avoiding glut, post-harvest losses reducing transport bottlenecks during peak
period of production and maintenance of quality to produce. It is, therefore, necessary that
cold storages are to be constructed in major producing as well as consuming centres.
The marketing of cold storage follows the local existing distribution network i.e. storage of
fruits and vegetables as well as other commodities such as fruit pulps and pharmaceuticals by
middlemen, food processors, and pharmaceuticals companies. These organizations or people
store their commodities in cold storages, for future sales in the local market at better prices.
3.5.4. Promotion
Promotion of cold storage will be done through paid media, owned media by creating a
website, twitter page and a YouTube channel. Also to generate interest and attention of the
customers we will use pull and push strategy.
3.6 Marketing Research
These were the question we searched for before planning our five year objective plan.
-What is the structure of the cold storage business and who are the key/major players?
- Is there demand for a customizable cold storage required by retailers?
-What is the most efficient supply chain method used in the cold storage industry?

11. -What features are missing from cold storage that would attract customers?
-What is the procedure to open a new cold storage industry in India?
4.0 Financials

12. 5.0 Controls
5.1 Implementation
• Launch marketing campaign in first month.
• Capture 5%-8% of the market in the first year and 12%-15% in the second year.
• Goal: To become market leader in retail refrigeration in next 10 years.