Organic farm fresh produces direct to your doorsteps from farms

Assignment Taken

Marketing Brochure

Case Understanding

Fresh Grower is a Pune based company started by Chitranjan Desai. He has decided to start a business of procurement & delivery of Fresh Farm produces. Where he will procure farm produces from nearby farmers and will directly deliver to consumers. He chosen Pune as base city as Pune was his hometown and he has few connections there, he contracted nearby village farmers, to get supply of fresh seasonal produce for his company Fresh-Growers. He found that farmers are rigid in their traditional methods like harvesting produce at a bit early stage and ripening them either through chemical pro cess or natural process during transit and storage. Also, they were not agreeing on demand-based partial harvesting needed at early stage as they prefer to harvest whole farmland at one go to save cost and effort. Other challenge he found that it is extremely hard to convince farmers to use organic practices instead of using pesticides, urea & germicides.In Chitranjan’s concept of Farm-to-Table, produces must reach from FARM to Dining Table within 3 hours of harvesting, but as per his early calculation of total time required to do harvesting transporting to packing facility >Packing> transport to consumer’s place, would take around 6 hours if all goes as per plan. But at implementation he realized that even 6 hours is hard to manage many times. Marketing was again a challenge as consumers found it very convenient to purchase either from Local Vendors Or from App Based daily need ordering services Both Local vendors & App based services claimed that they are supplying fresh produces as well. Fresh Growers created a website and did social marketing to reach to its audience, also he has printed pamphlets and distributed them through newspapers. As a BTL activity they organized awareness campaigns in Housing societies. They started from one area of city to start deliveries with simple subscription-based delivery system and within one year covered most areas of Pune city. Mr. Chitranjan Desai wants to expand his business to at least 3 metro cities, in next 2 Years.

BCS Solution Summary

At present Farm Grower is only working in Pune with local fresh farm produces and working on how to produce organic farm products without using any pesticides by natural way and convince the farmers to adapt the modern way to produce Organic Farm products. The case has many aspects regarding finance, marketing, customer grievance and quality of the products. Main issue is also the retention rate of consumer is matter of concern, though new customers are coming but what about the existing customers? Why they left? Where were the loopholes? Which part need to be resolved? All these things need to be addressed. Also marketing strategies has to be made in order to penetrate in the newer market. Marketing was again a challenge as consumers found it very convenient to purchase either from Local Vendors Or from App Based daily need ordering services Both Local vendors & App based services claimed that they are supplying fresh produces as well. Farm Growers should have major working on below parts: 1.Immediate response to Customer grievance 2.Active on social media platform 3.More promotional offers and contest 4.Better quality products 5.24*7 Delivery 6.Employee satisfaction and training part 7.Route optimization 8.Government standard and regulations to be followed 9.Sample checking 10.Feedback from customer All these issues are there and after solving these, Farm Growers caan approach new market with new products

Solution

SWOT ANALYSIS

Strength

- India has historically been an organic farming based agricultural country.

- Comfortable availability of raw materials in the locality.

- Provide healthier and fresher vegetables and fruits.

- Fruits and vegetables that are organically raised have a much better taste than other mechanically Farmed ones.

- Fresh Growers created a website and did social marketing to reach to its audience, also he has printed pamphlets and distributed them through newspapers.

- Fresh Growers started from one area of city to start deliveries with simple subscription- based delivery system and within one year covered most areas of Pune city. And also have a plan to expand it on further metro cities.

Weakness

- Farmers are rigid in their traditional methods.

- Farmers were not agreeing on demand- based partial harvesting needed at early stage as they prefer to harvest whole farmland at one go to save cost and effort.

- Farmers are not convinced to use organic practices instead of using pesticides, urea & germicides.

Opportunities

- Growing market for organic food.

- Conserving local crops.

- India is one of the largest exporters of organic food and is fast becoming a big consumer as well.

- According to government estimates, the area under organic certification in India stands at around 4.72 million hectare, which is 2.6 per cent of the total agricultural land of around 182 million hectare in the country. India’s organic food exports account for a mere $224 million, which is about 0.3 percent the of $64 billion worth global organic food market. Demand is strong in both domestic and international markets.

- According to industry representatives, the organic food market in India is growing at around 15 percent annually while export growth is almost double at around 30 per cent.

Threads

- Marketing and distribution is not efficient because organic food is produced in smaller.amounts.

- Marketing was again a challenge as consumers found it very convenient to purchase either from Local Vendors Or from App Based daily need ordering services Both Local vendors & App based services claimed that they are supplying fresh produces as well.

- Without simplification of certification procedures, exemption of export ban may end up as a lip service to a sector that is rapidly growing in both domestic and international markets.

Vision Plan for next 2years

- Marketing plan:

Fresh growers:

For Digital Marketing and social media marketing:

They should focus on,

1. SMO - social media optimization

2. SEO - search engine optimization

3. SMM - social media marketing

For SEO, There is a huge opportunity to bring organic traffic. They should work on their website keywords by doing keywords research region, city area wise. They should choose keywords according to target audience, their searches and expectations. Keywords with high volume and high competition should get targeted. Start making content with those keywords. Daily blogs, articles, stories should get posted.

SMO: For social media marketing they should work on quora question answer, off page SEO, on page SEO, article submissions, pdf submissions on different sites. E.g tumbler, Diggo, Reddit, Slashdot etc etc. So here is chance to do social media marketing and SEO as well. They should have their Instagram, LinkedIn, Facebook, Twitter account and they can do daily posting there about there products, offerings. So more awareness will get create. SEM:For search engine marketing they can run Google paid ads.

1. Search campaign.

2. Display campaign.

3. Brand awareness campaign

.

- BUSINESS OPPORTUNITY:

Because of Benefits of organic vegetables More Nutrients. The European Union funded study found that organic fruit and vegetables have up to 50% more antioxidants, which scientists believe can cut the risk of cancer and heart disease. They have also more vitamins and minerals such as iron and zinc. According to other recent studies, organic foods are better for fighting cancer. Like food, Medicine, Electronics and many other industries now involves in Home delivery of products and vegetables and fruit are not in range because it involves very crucial timings and quality supply each and every day. And FTT is providing this service to consumers in the main pune city and also want to expand its business in other 3 cities namely Mumbai ,Bangluru and Hydrabad by looking for major opportunity in the newer markets in this cities of India. This business will provide more convenience and assured delivery to the consumers.FTT is an app- based ordering system that provides for daily need products- vegetables and fruit. This startup has a huge future ahead.

- E- Marketing is cost- effective in today’s uncertain economy. Internet is just another tool which is very powerful and cost effective tool with new set of rules and opportunities. E- marketing is said to be the web based marketing, customer relationship management and marketing automation. The four P’s of E- marketing are: Personal, Perceive, privacy and permission.

- BENEFITS DIGITAL MARKETING STRATEGIES FOR FARM GROWERS:

° Help you Connect with Consumers on the Internet.

° Generates Higher alteration Rates for organic food stores.

° Saves Your Money from inappropriate marketing tactics service.

° Enables Real- Time Customer Service.

° Connects You with the movable Consumer.

° Helps produce Higher Revenues.

° Delivers Higher ROI from Your Campaigns.

° Keeps You at Par with Competitors.

° Help You participate with Large Corporations.

- POTENTIAL ELEMENTS IN ORGANIC FOOD SYSTEMS:

The important aspects in explaining the organic food products function is the development in character of the organic system and the associated cost of sunning the organic farming.

4 Ps (Price, Place, Promotion, Product.)

~Product: Fresh Organic farm products.

~Place: Metro Cities.

~Price: Affordable

~Promotion: Fresh Growers created a website and did social marketing to reach to its audience, also he has printed pamphlets and distributed them through newspapers. As a BTL activity they organized awareness campaigns in Housing societies. They started from one area of city to start deliveries with simple subscription- based delivery system and within one year covered most areas of Pune city and later other metro cities.

Conclusion

The organic food market is an important segment of Indian agrarian economy. According to recently published TechSci Research report “India Organic Food Market Forecast & Opportunities, 2020”, organic food market in India is predictable to register growth at a CAGR of over 25 per cent during the period 2015-2020. E-marketing methodology for particularly basic occupation in the correspondence with the market. All the common estate was opening the site, email, application programming in the farm so reliably stream the expense of things, gauge, stamp name, prosperity direction and offer expense and nuances are report the regular. Client reliably watch to the common things develop application will purchase the measure of things and organizations .Disposition is that they camouflage the costs of agriculture and offers various diverse preferences related to prosperity, condition and natural enhancement. One of the various limits that block promotes enhancement of regular sustenance things is the availability of respectably low on market. E-publicizing methodology Communication should focus on the sanogenetic character and characteristic of the things. All of these decisions pass on certain reparation and deterrents and the pick should be established on segments, for instance, develop measure, express of age, the dimension of market headway and farm zone.

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