Marketing Plan For Fruits Grapes Marketing Essay


Today, it would not be incorrect to say that globalization reaches its full tempo & India, being truly a developing overall economy of the world, contributes a good show in various services & products. India is the next largest designer of fruits on earth, adding 10. 23%and 14. 45%of the total world production of fruits. India has made a fairly good improvement on horticulture map of world with total twelve-monthly development of the horticulture plants coming in contact with over 149 million lots. India has been contribute with wide selection of environment and physiographical conditions and as such is most suited to growing various sorts of horticultural crops such as fruits, fruit and vegetables, flowers, nuts, spices and plantation vegetation.

It is diverse agro climatic conditions allow production of a variety of tropical, sub tropical and temperate fruits. The gross annual production is estimated to be almost 46 million tonnes accounting for approximately 10% of the world creation. Indian fruit creation yields and exports grew faster than the average for the earth production at 5. 33% in comparison to 2. 2% and exports at 8. 21% in comparison to almost 2%. India's talk about in the global exports of fruits is less than 5%. Trade in fruits is becoming gradually more important over the last decades. The quantity, consumption and course of the trade have changed as income and insistence on quality is continuing to grow on the demand side, while the technology and trade agreements have determine the supply area. Lower prices and better option of produce years have raised the layout of fruits in global consumer's basket of goods. Other factor is nutritious diet and advanced handling and transport has furthered the globalization of fruits trade. Globalization of marketplaces will probably continue as the factors of supply are combined with technology in technology and trade obstacles enabling suppliers to meet the preferences of a far more wealthy business. Developed countries will continue steadily to persist global trade in fruits.

Global imports are forecast to reach 4. 3 million tonnes by 2010 with 87% or 3. 8 million tonnes specified from developed country market. The berries export grew 41% in 2009-10 and value sensible export in 2008-09 also rose by 50% to Rs. 3, 65, 915 over Rs. 2, 43, 713 in 2007- 08 said by Mr. Anand Sharma Commerce minister of India.

The EU expected left over the world's largest import market accompanied by the United States. The export market for fresh fruits is highly competitive among the most notable exporters. Making usage of foreign market is critical to countries that are large exporter. Free trade agreements are one methods to provide increased market strategy and encourage increased export. Furthermore to negotiating trade arrangement top exporter use various export advertising and marketing techniques to increase their market share in international market.

Introduction of the business:

Adani Agrifresh Ltd. :-

I choosing a existing company which is situated in Maharashtra known as Adani Agrifresh Ltd. Maharashtra is the main one of the major talk about in the creation of fruits (19%) of the full total fruit creation in the united states. The state produces around 9 million tonnes of fruits having productivity of 16 MT per hectare, which is rather good when compared to country's average of 12 MT. It expands commodities like grapes, pomegranate, mango, oranges, lime and strawberry, jack fruits etc in variety. The state supports renowned position in vegetable production adding 5% of the production and stands 7 in the united states. The state has comparative advantage in export because Mumbai interface and metropolitan market is there. Usually hardly any level of export quality grapes involves APMCs. Export grapes are usually procured at the fare gate. Professionals and exports go right to farms 20-25 days and nights before harvest plus they fix a procurement price based on the class.

In certain commodities the state has occupied unique and esteemed position, e. g. mango, pomegranate, grapes and onion.

Highly spoilable aspect of his fruits makes their marketing system more expensive and complex. Well-timed and procurement of fruits in bulk is of enormous importance for exporters. Travel takes on an important role in fruits marketing.

The exporter has to meet the specific qualitative and quantitative requirements of the importer. The presentation, residue testing, documents and phyto-sanitary qualification need to be met in order to export. So establishing a competent backward linkage is must for exporting fruits.

Maharashtra is a leading state in production of Grapes in whole country. When it comes to agriculture land under grapes cultivation & grapes development, Nasik & Sangli districts are at vanguard in the state. Apart from these grapes are also grown up in the districts of Ahmednagar, Pune, Satara, Solapur and Osmanabad. Now a day's grapes produced in Latur district of Marathwada. However, Nasik and Sangli districts are forward in the creation of grapes in a methodical manner. During very first season (2007-08) Adani Agrifresh Ltd. exported 50 Container of Grapes to European Nations from Nashik District.

Area under grapes in Maharashtra is 35236 hectare out of which Nasik and Sangli districts add 24174 hectare and 8255 hectare respectively. Maharashtra produces around 988722 MT of grapes on a yearly basis, where Nasik and Sangli districts contribution is 500406 MT and 231635 MT. Total export of Grapes from India is 26793. 83 MT valuing 105. 89 crores out of which almost 80 % is exported from Maharashtra. The Kinds grown in Maharashtra are Thompson seedless, Tas-e-Ganesh, distributed seedless, Flame seedless and Sonaka.


I have picked a existing company name Adani Agrifresh Ltd. It really is a company of Adani Group. Adani Group, founded in 1988, is one of the speediest growing business properties in India. The Adani Group has its roots in its flagship company, Adani Corporations Ltd. (previously known as Adani Exports Ltd. ), which has been established by Mr. Gautam S Adani in 1988 as a collaboration firm with a short capital of Rs. 5 lacs. Through his entrepreneurial eye-sight, global aspirations, effort, quality criteria and customer centric way, Mr. Gautam Adani has transformed the Group in one of its kinds which has crossed the full total revenue of INR 180 billion on March 31, 2007.

Other company of adani group-

Adani wilmar ltd

Adani logistics ltd

Adani venture ltd


Prolonging the shelve life of vegetables & fruits and thereby developing a business plan.

Project conceived by June 2005 and completed in 14 calendar months, 3 CA stores in just a calendar year including procurement of land.


Strong backward integration for product availableness.

Developing strategies and systems in both infrastructure and manpower to meet up with the world criteria.

To tap probable of Indian market.


To provide safe, hygienic, and fresh quality fruits.

Investment in technology and infrastructure to construct and integrated supply chain of vegetables & fruits.

Build strong network with farmers, right from their growing by assisting them in technology.

To bring transparent product handling system that will gain farmers.


Started in 2006 by making an investment Rs. 200 crores to create controlled atmospheric pack houses in Shimla area at three different positioned Viz. Rampur, Sainj and Rohru.

First amount of time in India introduced Governed Atmospheric storage center.

First time in India launched Optical Sorting-Grading center for fruits.

Procured 18000 MT apples from Shimla and Kinnor district of Himachal Pradesh.

Set up strong marketing network in 30 Major towns of India.

Introduced first brand "Farm Pik" in apple.

New Market selection of Adani Agrifresh Ltd. for Grapes Fresh (HSC 080610) -

For expanding a Market of Adani Agrifresh Ltd. I select UK market. Because Adani Agrifresh Ltd. already exporting product in developed countries like Germany, Sweden, Netherland and Denmark etc. It'll be beneficial for the organization since it could be easily control the business enterprise procedure in UK.

1: Demand of Grapes in U. K. :

The total use of grapes in the U. K. market is high credited to demand of wine beverage in the market. And fresh grapes are consumed by the individuals.


Varieties in Demand in UK market-

Name of the Varity


Berry size

Harvesting period


Round berries renewable color, Seed less variety.

16 mm to 18 mm

January to April


Elongated berries, green less variety.

16 mm to 18 mm

January to April


Round berries, Blackish red colour, seedless variety.

16 mm to 18 mm

January to April


Round berries, Blackish red colour, seedless variety.

16 mm to 18 mm

January to April

Clone and Tash-e-Ganesh are also having demand for some extend in Dubai and Middle East. *Thompson seedless constitutes practically 95% of grapes export to Eupore and UK. but also for dubai and Midsection East market, along with Thompson seedless, Sharad seedless, Sonaka, 2-A clone and Tas-e -Ganesh are preferred.

Marketing Plan:

Factors such as market penetration, market share, profit margins, budgets, financial research, capital investment, administration activities, demographic changes, growing technology and social tendencies are also addressed. A couple of two major components to your marketing strategy

How you will apply and support your entire day to day procedures.

How your enterprise will solve the competitive marketplace.

In the process of creating a online marketing strategy you must consider many factors. Of those many factors, some are more important than others

If the marketplace is not especially attractive, but your venture is one of the strongest on the market then a powerful marketing and sales effort for your offering will be good for making near term income.

If the marketplace is very attractive however your venture is one of the weaker ones in the industry you must focus on strengthening the venture, making use of your offering as a stepping stone toward this goal.

If the market is very attractive as well as your organization is one of the best in the industry you will want to invest your very best resources in support of your offering.

If the marketplace is not especially attractive and your organization is one of the weaker ones on the market you should promote this offering only if it supports a far more profitable part of your business.

Having preferred the direction most appropriate for the overall pursuits of the venture, the next step is to choose a technique for the offering that will be most effective in the market.

Differentiation Strategy:

It is one of creating a product or service that is regarded as being unique throughout the industry. The emphasis can be on brand image, packaging, proprietary technology, special features, quality confidence, superior service, a strong distributor network or other aspects that could be specific to your industry.

Cost Control Strategy:

It is dependant on the concept that you can produce and market a good quality product or service better value than your competition. It is used in the initial stage of the business or newly accessibility in the global market. These low costs should convert to profit margins that are greater than the industry average i. e. capital, good process engineering skills, close management of labor, products made for ease of processing and low cost distribution.

Focus Strategy:

It will be the most sophisticated of the generic strategies, in this plan more strong form of either the price command or differentiation strategy. It is designed to solve a focused section of industry, product form or cost management process which is usually hired when it isn't appropriate to try an over the board program of cost management or differentiation.


There are three basic ways of set the price of a product in the global market.

Skimming Strategy:

If Adani Agrifresh offering has enough differentiation to justify a high price and desire quick cash and have minimal wishes for significant market penetration and control, they set or captured the market rapidly.

Penetration Strategy:

If near term income is not so critical and immediate market penetration for eventual market control is desired, then you arranged your prices very low. And the business will available the merchandise in off season.

Comparable Costs Strategy:

If Adani Agrifresh is not the market leader on the market, then the leaders will most likely have created a cost expectation in the imagination of industry. In this case price offering comparably to prospects of challengers.


There a wide range of approaches for advertising an offering the product. Some of these include

Product Assessment advertising:

In market where offering is one of the providing similar capacities, if offering stacks up well when comparing features then a product comparison advertisement can be beneficial.

Product Benefits advertising:

To promote offering without contrast to competitors, the product benefits advertisement is the correct approach. That is especially beneficial when released a new method of solving a customer need and contrast to the old solutions is inappropriate.

Corporate advertising:

When variety of offerings and audience is rather broad, it is often good for promote enterprise personality rather than a specific offering.

PEST Analysis

There are extensive factors in the macro-environment that will affect the decisions of the professionals of any company. Taxes changes, new regulations, trade barriers, demographic change and administration policy changes are types of macro change. To help assess these factors managers can categorize them using the PESTEL model. This classification distinguishes between

Political factors: These refer to government policy like the degree of involvement in the economy. What goods and services does indeed a federal want to provide? From what extent will it have confidence in subsidizing firms? What exactly are its priorities in conditions of business support? Politics decisions can effect on many vital areas for business like the education of the labor force, the fitness of the nation and the quality of the infrastructure of the current economic climate like the highway and rail system.

Economic factor: These include interest levels, taxation changes, financial progress, inflation and exchange rates. As you will notice throughout the "Foundations of Economics" reserve financial change can have a significant effect on a firm's behaviour. For example

Higher interest levels may deter investment because it costs more to borrow

A strong money could make exporting more difficult since it may raise the price in terms of foreign currency

Inflation may provoke higher wage requirements from employees and increase cost

Higher national income progress may enhance demand for a firm's products

Social factors: Changes in cultural trends can effect on the demand for a firm's products and the availableness and willingness of individuals to work. In the UK, for example, the population has been ageing. This has increased the expenses for firms who are committed to pension payments for their employees because their employees are living longer. It also means some businesses such as Asda have started to recruit old employees to tap into this growing labour pool. The ageing society also has effect on demand: for example, demand for sheltered accommodation and drugs has increased whereas demand for toys is slipping.

Technological factors: new systems create services and new procedures. MP3 players, video games, online gambling and high definition TVs are all new markets created by scientific advancements. Online shopping, bar coding and computer aided design are improvements to the way we do business as a result of better technology. Technology can reduce costs, improve quality and business lead to development. These developments will benefit consumers as well as the organizations providing the products.

Environmental factors: environmental factors are the weather and weather change. Changes in heat can impact on many industries including farming, tourism and insurance. With major local climate changes occurring scheduled to global warming and with increased environmental awareness this exterior factor is now a significant concern for companies to consider. The growing desire to safeguard the environment is having a direct effect on many industries including the travel and vehicles sectors (for example, more taxes being put on flights and the success of hybrid autos) and the general move towards more environmentally friendly products and procedures has effects on demand patterns and creating work at home opportunities.

Legal factors: these are related to the legal environment where firms operate. In recent years in the united kingdom there have been many significant legal changes that contain affected companies' behaviour. The introduction old discrimination and impairment discrimination legislation, a rise in the least wage and better requirements for organizations to recycle are examples of relatively recent laws that affect an organisation's actions. Legal changes make a difference a firm's costs (e. g. if new systems and strategies have to be developed) and demand (e. g. if the law affects the likelihood of customers purchasing the good or using the service).




e. g. European union enhancement, the euro, international trade, taxation policy


e. g. interest rates, exchange rates, nationwide income, inflation, unemployment, Stock Market


e. g. ageing inhabitants, attitudes to work, income distribution


e. g. creativity, new product development, rate of technical obsolescence


e. g. global warming, environmental issues


e. g. competition legislations, health and safe practices, employment law

Successful Export Marketing

Export marketing is a significant issue for some growing companies in the current global overall economy. Export marketing is not simply a process to find clients/importers and procedure them with the expectation of export requests but a well planned tactical marketing process one should follow and performed well to get success in International Market.

Strategic marketing action plan is a couple of key functional regions of export marketing which should be performed well and adopted detail by detail to get succeed in Export marketing.

Identify your concentrate on market

To identify target market and market needs where your products/services has good market potential and demand. There are plenty of countries in world and you should choose right one for your product and services. In the event that you know your target market and market needs, you could easily get export requests from those countries. You can identify marketplace by doing International General market trends activity that will provide you with detailed understanding of opportunities in International market.

Developing Export Marketing strategies

After identifying target market, develop a right Export Marketing Strategies including market admittance strategy, setting strategy, product strategy, costing strategy, branding strategy, source strategy and promotional strategy relating to target market needs. Predicated on the conclusions of the International general market trends, you will be able to develop the technique to meet your export marketing objectives.

To enter in right market where your products/services has good market potential and demand.

To position correctly that give you an edge over rival.

To develop products/services those fulfill needs of buyer.

To offer prices that provides you both as well as your buyer a competitive benefits.

To supply as per ready stock or buyer's requirements.

To promote your company that creates recognition among customers/importers.

If you have developed right export marketing strategies you might type in and develop international market faster with lasting export sales expansion.

Preparing Marketing Communication Tools

Once you are suffering from strategies predicated on target market needs, and then make informative and interesting marketing communication tools like Company Profile, Sales notice, Product Catalogue, Brochures, Website etc. that can supports in placing and promoting your business.


And from then on make a campaign plan which plays a significant role in export marketing success. Main purpose of promotion is to make awareness among buyers/importers of what you are and what you offer. Promotional combination should be cost effective and should deliver right subject matter, in right time with right place. Advertising should lead potential buyers/importers to get attention, shoot interest and do something in initiating business communication together with you. Internet is best affordable and fastest promotion tool in present export marketing procedures. It's been seen that major clients/importers using se's, B2B portals and directories to find and contact genuine suppliers.

Generating Export Inquiries

Success in export Marketing commences with generating genuine export queries from prospective customers/importers which requires competence and focused work of campaign, sourcing genuine buyers and approaching them professionally. One should study buyer's profile and/or buy causes know whether you may offer them what they might need. It has been seen that lots of suppliers contact majority of those customers/importers who have no desire for their product/services without understanding their profile and needs. A Buyer/importer can send you inquiry only once he needs your products/services either better than his existing provider in conditions of Quality, Price, Services and/or expanding more suppliers and/or for other reasons. So contact them by offering competitive benefit which can get them interested to send you questions which can be converted directly into export requests by communicating and negotiating properly.

Whether you own a single proprietorship offering consulting services or manage a 1500-person manufacturing unit, exporting gives you opportunities for development, more sales and diversified markets.

Exporting takes time and effort. It also can take resources and a solid commitment to be competitive beyond your current borders. If you're focused and have assessed your readiness to enter into the global market and it also helps exporters identify their priorities as they put together to export.


The key to export success is planning and a carefully investigated export plan. This is your way to obtain course as you attempt your quest into foreign marketplaces. An export plan allows you to act - alternatively than react - to the challenges and risks experienced in international business. And likewise to helping you apply your export strategy, it can benefit you have financial assistance, buyers or other tactical partners required to make your export endeavor a success.

An export plan includes many elements - a explanation of your business, its market and industry, and your business objectives; home elevators your products or services; an research of the target market and industry, including styles and forecasts; an study of the competition and their strengths and weaknesses in contrast to your own; international marketing strategies, including customer profiling and the development of sales and syndication channels; job and training issues; financial requirements and forecasts; plus much more.

Conduct research to get the right market

Thorough general market trends helps you make sensible export marketing decisions by giving you a picture of the financial, political and ethnical factors that impact your ability to sell your product or service. Ultimately, general market trends saves you time, money and effort by cutting your contact with unknowns.

There are two main types of market research. Secondary market research consists of information collection from published sources (books, newspapers, market reviews, studies, and periodicals) and the web. Researchers will find trade information, market and industry information, even potential partners and trade leads. Extra research can help you fine-tune your details needs.

Primary market research helps you fill in the critical spaces through direct connection with key experts, customers or other resources of information. Principal research frequently requires personal contact techniques such as interviews and consultations and is most beneficial attempted after you have familiarized yourself with the market through your extra research attempts.

Devise marketing strategies for your goal market

These strategies are captured in the international marketing plan, a flexible document that will likely be reviewed, modified and modified during your exporting activities. Marketing is a continuing activity therefore is marketing planning because you can never know enough about your customers as well as how to meet their needs. The essential marketing method - the four "P's" of product, price, campaign and place - is merely the beginning as it pertains to international marketing. Your plan should address a great many other factors, such as payment, paperwork, techniques, partnerships and safeguard and many more.

Enter the market

There are as many market entry strategies as there are marketplaces; however, these strategies can be loosely grouped into three categories. Direct exports, as the name signifies, involve direct marketing and providing to your client. In a fairly accessible market such as the United States, direct exporting of products or services may be considered a viable option. But in less familiar market segments, with different legal and regulatory surroundings, business practices, customs and preferences, direct exporting may well not be an option. A local partner, for example, may be better in a position to deal with these complexities and serve your clients better.

Indirect exporting is generally used to enter in new marketplaces. Businesses reselling products enter into an arrangement with a realtor, distributor or a trading house for the purpose of selling the merchandise in the mark market. Due diligence is critical when choosing a realtor or distributor for indirect exporting.

The third market entrance strategy involves tactical partnerships with other companies or people with complementary skills and features. A partner can frequently provide the understanding, contacts and competence that fill up the space in your export readiness. A strategic alliance with a firm retailing a complementary product or service can provide more effective market access, resulting in more international sales in less time. As with indirect exporting connections, contractual contracts with partners must be stated in clear conditions and, whenever possible, refer to Canadian laws for the safety of the Canadian company.

Get your service or product to market

Every market has its own set of rules and regulations covering protection, health, security, presentation and labeling, traditions and duties among other things. Additionally, these regulations may vary depending on the product or service you are exporting. It is important that you realize the guidelines and regulations that apply to you before you deliver your goods or start your overseas business location. Product-based businesses with shipment requirements will reap the benefits of developing a marriage with a freight forwarding company and a customs broker.

Explore funding options

While there are instantaneously export success stories, most companies must be prepared to spend both time and money to see the return on their investment and the subsequent success. Consequently, financial stableness and a secure cashflow are important during this period. In some cases, businesses can rely on their domestic sales to maintain their early export attempts. If this is not possible, it may be beneficial to really know what financing options are available. Exporters must create a financial intend to understand and talk about the diverse costs associated with exporting, complete with a two- to three-year cash budget for bills and a capital budget. A capital budget is a cost-benefit examination of your export targets and acts as your operating arrange for measuring expenses and earnings.

Understand the legal and regulatory issues

There are numerous international conventions, treaties and national, regional and municipal guidelines that make a difference your ability to use successfully in foreign markets. Exporters may also come across disputes with agents or distributors. It is important to comprehend your protection under the law and obligations when resolving disputes, advertising goods or services and safeguarding intellectual property.

Export Process for Grapes: -

Harvesting -

As we realize that before feel the export process harvesting the grapes. Grapes harvesting is performed in early morning because in those days the temp is low. And every bunch of grapes are carefully located a single part in crates. And after that the carets are held in the tone.


After harvesting the grapes removal the unwanted berries and grading matching to berries size and bunches size and colour.


The grapes are loaded based on the berries size and packed under supervised and hygenic condition. Along with the packeg boxes of grapes is different, it is folded/corrugated pack.

In the bundle boxes of grapes the SO2 pads put in the field which is help in keeping fungus free grapes. Following the loaded the grapes in the containers the packed boxes are carried to the cooled storage space which is recognized as member societies for pre-cooling treatment. Where in fact the grapes are pre-cooled to two level C to sustain it's life from 60 times to 3 months.

Grapes pre-cooled by required air chilling method


Thereafter the containers containing in 40 toes reefer container where the temperature fixed 2 C are filled with the loaded produce under guidance of an Central Excise and Custom supervisor and the grapes are leaving to the interface. And then the grapes are stuffed in the pot. The stuffing condition of the grapes are examined by the delivery officer and closed by the Excise and Custom inspector.


India performed export of 13, 928 tonnes of grapes in '09 2009. Which number is excluded from UK because UK import very few from India but UK is a huge potential market for use of grapes because UK is a chilly region so people use to drink wine beverages to be warm. But India Export grapes in European union market so India has a great opportunity and control the trade in UK. So UK can be a good potential market to export the grapes. Because of this I made a marketing plan which can generate profit.

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