The document outlines Orange Carrot Cold Storage's marketing plan to expand their cold storage business across India over the next few years, including establishing new facilities, targeting retail and packaged food markets projected to significantly grow, and implementing strategies around customization, quality, and marketing through various channels to increase market share and profits. The plan details targets for revenue, expenditures, and market share over the next few years, with the goal of becoming a market leader in retail refrigeration in India within 10 years.

1. Marketing Plan
Orange Carrot Cold Storage
Prepared By
Anchal Singhal
Kanika Arora
Lakshay Aggarwal
Siddharth Goyal
Tanvi Garg
Group A.6

3. • Big or small customer
• Customized services
• Leasing and renting spaces
• Marketed to retails, Pharma, exporters and farmers
• Marketing through dealers, demonstrations and online platform
• Expansion plans through out India
• Setting up cold storages in North Eastern States in Assam and Tripura
• In 2022, the next cold store will be built in Navi Mumbai

4. • Established in Delhi
• Planning to start in Delhi and North eastern states
• Standardized and customized products
• Planning to start in Assam, Tripura, Orissa , Andhra Pradesh
• Packaged food market would jump to $50 billion from $32 billion

5. • Frozen foods market is generally segregated into
oProcessed frozen vegetables
oVegetable snacks
oPoultry
oFish and seafood
oRed meat
• Rising population, mounting incomes and changing preferences
• CAGR of 20% for the last three years

7. •Customization
•Design
•Quality

8. • Distribution
• Storage
• Huge inventories

9. • India’s packaged food market to jump $32 billion to $50
billion
• Increase in more working parents as like western countries
• Substitute to fresh food
• Higher Growth Margins

10. • High setup and operating cost
• Increase in foreign Direct Investments
• Frequent power cuts and high fuel prices
• Low awareness temperature sensitive products
• Lack of standards and protocols

12. • Project Management
• Installation and after sales service
• Control technology
• Energy efficiency optimisation
• Internal and external safety

14. 2018
Setting up cold
storages in North
Eastern States in
Assam and Tripura
26340 cubic metre
2019
Hypermarkets of
metropolitan cities for
retail refrigeration –
Mumbai, Chennai
Market share 5%-8%
2020
Grocery Stores in
Tier II And Tier III
cities – Kanpur , Nasik
Market share – 12%-
15%
2021
Electrified Village of
Jharkhand and Bihar
10000 cubic metres
2022
Special Economic Zones
in Eastern Coast line in
Orissa and Andhra
Pradesh 50000 cubic
metres

15. • Target Markets
• Positioning
• Strategies
• Marketing Mix
• Marketing Research

17. • Customized services
• Make to order
• Focus on
• After sale services
• Installation and
• Quality products.

19. Modular Cold Rooms
Rs. 15000 per 100
square feet
Deep Freezer
Rs. 25000 per 1000
litres

20. Visi Coolers
Rs. 30000 per 1000
Litre
Bottle Coolers
Rs. 15000 per 1000
Litre

21. Display Racks
Rs. 40000 per 1000
Litre

22. • 5000 sq feet chamber for Rs. 20000 per month
• 50 kg. bag Rs. 20 per bag
• Fruits and Vegetable crates Rs. 50 Each

24. YEAR REVENUE
(CR.)
EXPENDITURE
(CR.)
PROFIT
2018 25 Capital Exp.- 22 Cr.
Revenue Exp.-04 Cr.
(1 Cr.)
2019 28 Capital Exp.- 21 Cr.
Revenue Exp.-7.5 Cr.
0.5 Cr.
2020 35 Capital Exp- 16 Cr.
Revenue Exp – 18.Cr
1 Cr.
2021 42 Capital Exp- 20 Cr.
Revenue Exp – 20Cr
2 Cr.
2022 51 Capital Exp- 30 Cr.
Revenue Exp –17 Cr
4 Cr.

25. 25
28
35
42
51
0
10
20
30
40
50
60
2018 2019 2020 2021 2022
Revenue ( In Cr)

26. • Informing
o Paid media
o Personal Selling
o Owned media
• Use both push and pull strategy
o Commercial and Social media presence
o Gain attention of customers

27. • Product- Vital link between the production and consumption of
perishable products.
• Price – After taking into account all the cost, i.e., Direct, indirect, selling
and distribution etc, Price is decided with appropriate margins.
• Place - Cold Storages is essential for extending the shelf life, period of
marketing, avoiding glut and post-harvest
• Promotion of cold storage will be done through paid media, owned
media by creating a website, twitter page and a YouTube channel.

28. Marketing Research
Exploratory
• 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?
• What features are missing from cold storage that would attract
customers?
• What is the procedure to open a new cold storage industry in India?

29. Controls
• 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.

30. A warehouse visit