Fresh Growers - BUSINESS CASE ANALYSIS - REVIEW FROM MARKETING DEPARTMENT

Assignment Taken

Create a Marketing brochure. (Marketing Department)

Case Understanding

Fresh Grower is a Pune based company established in year 2019 with Idea of providing fresh & unadulterated farm produce to Indian population. Fresh Growers did social marketing to reach to its audience, along with it they printed pamphlets and distributed them through newspapers .They also organized awareness campaigns in Housing societies and through their current strategies they reached 500 subscriber in quarter 2 2020-2021 and due lack in promotion and advertising no of subscriber has been reducing in the company as consumers found it very convenient to purchase either from Local Vendors Or from App Based daily need ordering services. Another concerned problem in this company is their supply source because farmers are rigid in their traditional methods and using pesticides, urea & germicides which is deviating the main vision of founder that is having the organic practice and providing the product to the consumer as well as average time consumed between after harvesting and reaching to the customer taking a lot time than expected. Considering all the case scenario founder wants to expand his business to at least 3 metro cities, in next 2 Years.

BCS Solution Summary

The solution emphasis on the core problems of the Fresh Grower Business case analysis that is vertical/ rooftop farming that will reduce main concern of the company that is supply source and value of travel time. Collaboration with hospitals will help in generating significant revenue and for next investment as well as tie-up with dieticians and gym trainer increase company customer. Intensive marketing will enhance branding and professional reputation of the company.

Solution

After Fresh Grower Business case analysis, the problems marketing department came across are –

• Invisibility of business
• Not able to find target market segment
• Lack of Brand image, Professional Reputation, Personal Branding
• Not having a good online presence
• Supply Source
• Value of Travel Time (VTT)

Solutions are suggested by marketing department to improve current scenario as well as in expansion of business –

VERTICAL FARMING/ ROOFTOP FARMING

Vertical farming is the practice of producing food on vertically inclined surfaces. Instead of farming vegetables and other foods on a single level, such as in a field or a greenhouse, this method produces foods in vertically stacked layers commonly integrated into other structures like a skyscraper, shipping container or repurposed warehouse as well as rooftop in buildings this strategy will reduce the sole dependence on traditional farming as company can produce organic vegetables & fruits on small area and the issue of value of travel time.

COLLABORATION WITH HOSPITALS

Prestigious hospitals such as apollo and many more in cities providing numerous health facilities to people collaborating with their canteens will contribute healthy options for their patients and generate fixed revenue to the company. So, we will be offering hospitals a little price and collaborating with nearly 10 hospitals in cities generate significant amount of revenue.

ONLINE PROMOTIONS

Instagram and Twitter hashtags will be our area of interest when it comes to online advertising because it will reach maximum number of people. In addition, in future the company can open new outlets to expand their business so we can promote it through social media promotions so that our company can reach a wider audience segment.

DOING TIE-UP WITH DIETICIAN, GYM – TRANIER

Company can tie- up with dietician, gym trainer for their product branding as they have clients who seeking for organic products. Company can promote their products with them through promotional offers and schemes as well as offers like cashbacks, referral bonuses and discount coupons will be provided to customers to gain new customers.

INTENSIVE DIGITAL MEDIA MARKETING

During pandemic nearly everyone was habituated to phone and company are losing their customers shows lack in promotion and advertising so we can float adds on short videos, web series focuses on personal branding, professional reputation and brand image so that company will increase their presence in online.

 

Conclusion

With the given solution company will expand their business in new city after 5 months performing all three stages in business plan and there will good ROI after every stage in this plan. Through intensive marketing company will hold professional reputation and brand for quite long which enhance growth in number of customers.

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