Cashew Industry in India Marketing Plan - 3400 Words

FruitDry* Marketing Plan Group U1 Anurag Jindal Harsh Shukla Likhit Nagpal Nishith Maheshwari Sriparna Neogi 07/01/2012 *A hypothetical company which exports cashew Marketing Plan- FruitDry Cashew Industry 2 MKT2 Group U1 Executive Summary FruitDry is a hypothetical company which exports cashew and is located in Udupi district of Karnataka. The company purchases cashew kernels from the processing units in the same district and exports it to various countries. The best quality cashew which is exported is grade W180. The company is looking forward to launch this product in the domestic market also. Clearly this will be a premium quality product. The company will mix salt and spices to the cashews procured from the processing units. As per†¦show more content†¦W180 9% W200 18% W240 59% W400 14% Cashew Availability as per Grades Marketing Plan- FruitDry Cashew Industry 6 MKT2 Group U1 ï‚ · Share Trend: Over the years the consumption of people in Udupi has increased and because of low cost of living, people are spending more money for better quality and healthy food. This is evident by renovation of major restaurants and hotels in the last 4 years; they have now started focusing more towards quality and people are ready to pay a marginally more amount, the trend is clearly visible in packaged food. Few years ago, market was dominated by local made items like banana chips etc. and now packaged industry is gradually making its mark. ï‚ · Competitive Information: Cashew W180 is available in the market but is with local packaging only. They lack proper packaging and as a result have a very less shelf life. There are no direct competitors for the product, but the cashew of other variants can act as indirect competitors. Even in these varieties, there exist no player which has packaged cashews. Most of them are loose and sold open by retailers. Market Opportunities The population of Udupi district and other related attributes are given in the table: District Population Urban Population City Population NO OF FAMILIES 1,177,908 28.36% 334054 66810 Marketing Plan- FruitDry Cashew Industry 7 MKT2 Group U1 There are approximately a total of 10022 high income families in Udupi which are ourShow MoreRelatedHorticulture: Agriculture and Post Harvest Management3265 Words   |  14 PagesDeveloping Horticulture sector in India The horticulture sector encompasses a wide range of crops e.g., fruit crops, vegetable crops, potato and tuber crops, ornamental crops, medicinal and aromatic crops, spices and plantation crops. India, with its wide variability of climate and soil, is highly favourable for growing a large number of horticultural crops. It is the fastest growing sector within agriculture. 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