AJAY COLD STORAGE

PRESENTED BY :SHUBHAM JAINSOMESH GUPTA SARIKA KANSAL

• Executive summary

• Situational analysis

• Marketing Strategy

• Target customers

• Positioning

• Marketing Research

• Implementation

• Financial Analysis

CONTENTS

EXECUTIVE SUMMARY

• Leading cold storage facility provider in Delhi.

• Expects to expand in Whole of India.

• Proposes to have retail or grocery stores in towns

as the major clients.

• Aims to follow a strategy of market expansion.

SITUATION ANALYSIS

• Expansion done by developing a nationwide channels.

• Strategically establish display racks in stores.

• Positioning in all towns and electrified villages

• Make display racks available for either sale or lease.

STRENGTHS WEAKNESS

•Previous experience •Huge cost involved in expanding

•Strong brand image •Lack of brand awareness

•Offer product at fair price •Difficult to monitor the progress

•Low expenditure required for advertising.

OPPORTUNITY THREAT

•Diversify the product line. •Threat of any new major competitor

•Expand product range •Duplication of technology.

•Open full-fledged stores of their own.

PRODUCT OFFERINGS

• Agro Products

• Fruits

Top Food Retailers in India (2014)

TARGET MARKET(Primary)

• In Tier-2 cities through major vegetable shops: Reliance fresh

Easy day

Mother dairy

TARGET MARKET(Secondary)

Retail and wholesale shops or dealing in

vegetables and related product located near

sabzi mandis

POSITIONING

• Market leaders in the cold storage business as

far as Delhi is concerned.

• Need to be backed by sound credentials.

• Diverse set of finance options to lease or sell

our products.

• Make value proposition attractive.

MARKETING RESEARCH

• Have constant feedback from the

store owners, done by sending a

company personnel every month.

• Try to have knowledge about

competitor’s products.

IMPLEMENTATION

• 24x7 call centre.

• Weekly monitoring of the reports.

• Intensive lab testing.

FINANCIAL ANALYSIS

• Total first year sales revenue - Rs. 2 crores • Average realized price of Rs. 20000 per unit.

• Variable cost per unit of Rs. 16000 for 1000 unit sales.

• Fixed Cost - Rs.2000 per unit. • Technicians costs around Rs. 5,00,000.

Continued..

• Earnings from maintenance includes Rs.7,50,000

• Total profits includes 20lacs+2,50,000= 22,50,000 for 1 year.

• The ratio of Profit for sales =11.25% which is quite good for expansion of an enterprise.

• We give trade discounts to our regular customers @5% on every new purchase.

10

5000000

10000000

15000000

20000000

25000000

Ajay Cold Storage

Total cost Earnings from maintenance total Revenue Total profit earned

THANK YOU

ANY SUGGESTIONS AND QUESTIONS ???