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Cashew Industry in India Marketing Plan

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Cashew Industry in India Marketing Plan
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 the taste of the area, two variants will be launched; a spicy variant and a salty variant. Being a small area, specific shops will be targeted from where most of the people shop.
The company plans to provide cashew nut with its crispy nature at the convenience of daily shopping to all its potential consumers.
As a part of promotion, the company will focus on health aspects of cashew and the ability to retain them with the help of companies specially designed air tight zip-bags. (As no other packaged cashew of grade 180 is available)
Marketing Plan- FruitDry Cashew Industry
3
MKT2 Group U1
Table of Contents
1. Executive Summary
2. Summary of Current Situation
a. Production of Cashew
b. Varieties in Cashew:
c. International Market
d. Domestic Market
e. Share Trend:
f. Competitive Information
3. Market Opportunities
4. SWOT analysis
5. Summary of Companies Marketing Strategy
a. Marketing goals
b. Financial goals
6. Marketing Structure Layout
a. Strategic Segmentation
b. POPs AND PODs
c. Product Mix
d. Marketing Mix
7. Sales forecast
8. Cash flow statement
9. Risk’s Plan and Long term Plan
Marketing Plan- FruitDry Cashew Industry
4
MKT2 Group U1
Summary of Current Situation
 Production of Cashew:
India has the maximum area (21.6%)
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