Diese Präsentation wurde erfolgreich gemeldet.
Wir verwenden Ihre LinkedIn Profilangaben und Informationen zu Ihren Aktivitäten, um Anzeigen zu personalisieren und Ihnen relevantere Inhalte anzuzeigen. Sie können Ihre Anzeigeneinstellungen jederzeit ändern.

Kiwifruit Market Research Proposal

Market Study of Kiwifruit in India
Forecast production, Market Sizing, Identify different segments, Identification of Channel Partners

  • Loggen Sie sich ein, um Kommentare anzuzeigen.

Kiwifruit Market Research Proposal

  1. 1. Kiwi Fruit Research Proposal
  2. 2. CONTENT                 Background Information Background – Indian Fruit Industry About Kiwi Fruit SWOT Analysis Environmental Analysis Supply Chain Target Market Product Strategy Channel of Distribution Promotion Digital Initiatives Objective of Study Research Methodology Deliverables Challenges Findings 12/28/2013 2
  3. 3. Background Information • Farmers association under Horticulture Department, Aurnachal Pradesh has been producing Kiwi’s in Ziro & Bomdila district for 5 - 6 years now • They want to find a suitable market/buyers • Approximately 300 tonne of Kiwis are produced annually in Arunachal Pradesh • Fertile soil and suitable weather conditions are drivers towards good quality and quantity of Kiwi produced in the area • In the past years they have been selling to middle men or in the local market at very low prices and most of the production goes wasted • In this regard, Market Research Study can be carried out to understand the market dynamics in the fruit industry for Kiwi and find the annual demand by various customer segments • This will give an understanding of the most attractive segments to target, on the basis of the production of Kiwi’s annually 12/28/2013 3
  4. 4. Background - India Fruit Industry • Combined annual production Fruits & Vegetables in India 2012: 227 mn tonne • Production Share of Major Fruit Crops (2011-12) 77 mn fruits & 150 mn vegetables • • 10% Kiwi constitutes a negligible share out of the total ‘Others’ fruits production which is 7583 tonne across 1266 hectares 5% 3% 4% Kiwi production in India: – Arunachal Pradesh – Himachal Pradesh: 123 hectares – Parts of Manipur, Sikkim & Jammu Kashmir • 20% Kiwi Import: – New Zealand: 1440 tonne – Italy: 300 tonne – Chile: 250 tonne 12/28/2013 2% 2% 40% 10% Banana Citrus Guava Pineapple Grapes Litchi * Illustrative 1% 1% 2% Mango Papaya Apple Sapota Pomegranate Others 4
  5. 5. KIWI • Adaptability: Kiwi fruit vine grows between 900 to 2600 mm sea level, warm & humid with 150cm rainfall • High Nutrient & Medicinal Value: Rich source of Vitamin C & E, low calories fibrous fruit with many more properties. • Precocity & High Yield: Each plant give average yield of 40 – 80 kg, after 7 years a vine give an average output of 25 tonne • Marketability: Fruit ripens during Oct – Nov, lean period for other fruits. The fruit generally ripens after 10 – 12 days after picking from vines. Can be transported via using non-sophisticated packaging • Storage: One month at room temperature and 4 -5 months in a cold storage • Varieties: Abbott, Allison, Bruno, Hayward, Monty and Tomuri (Indian), Green & Gold (Imports) 12/28/2013 5
  6. 6. SWOT Analysis STRENGTHS WEAKNESS OPPURTUNITY THREATS • Government Support • Large quantity and good quality of Kiwi production • Lack of Infrastructure • Supply Chain Issues • Training & Development to farmers • Major consumption of Kiwis is met from the Imports from New Zealand, Chile & Italy which is approximately 2000 tonne in 2011-12 • Organized retailing growing • Quality difference from the imported ones • Competition from International brands * Illustrative 12/28/2013 6
  7. 7. Environment Analysis Political Economic Socio Cultural Technology Legal 12/28/2013 • State regulated prices • Payment to State Government octroi and taxes • Increasing per capita income • Strengthen the fruit industry and support industries • Kiwi fruit season = other fruits lean season • Healthy benefits of fruits/Health conscious customers • Buying and consumption habits increasing with organized retail • Improved supply chain • E-commerce • Comprise with the regulation of health and safety law • Environmental regulations * Illustrative 7
  8. 8. SUPPLY CHAIN GROWERS IMPORT Via local middle man/ Commission agents WHOLESELLER INSTITUTION ORGANIZED RETAIL (hotels, cafes) CONSUMER 12/28/2013 * Illustrative 9
  9. 9. SUPPLY CHAIN Infrastructure (Back end to front end) • Collection center • Packing House/Distribution Center – Packing infrastructure – Cold-Storages • Transportation – Trucks/rails • Retail outlets • Hotels/Cafes/Restaurants 12/28/2013 10
  10. 10. Target Market Consumers Institutional Health Conscious 5 Star Luxury Hotel Food Processing Industry Jam, Juice, Crushes, Wine, Flavor & Fragrance Females Cafes/Ice Cream Parlor 12/28/2013 Naturals Ice Cream, Kiwi Kiss, CCD Wholesalers / Organized Retail Safal, ITC Choupal, Big Apple – Feel Fresh, Reliance Fresh, Adani Agrifresh, Godreg, Bharti and Saboro * Illustrative 11
  11. 11. Product Strategy Market Penetration: Market Development: • • Market products in new geographical areas: Delhi, Kolkata, Guwahati, Shillong Enter a market through new distribution channels: Instead of going through agents opt for retailers, hotels, Cafes/Dessert outlets Product Development: • • • New Products: New varieties of kiwis, tie up with FMCG, fragrance industry for supply of processed kiwi oil Quality: Upgrade the quality of handling during harvesting, processing, and packaging processes Certifications: International Certification of Kiwis for exports Packaging: • • • • Market Penetration New Market Further penetration with the existing partners Existing Market • Market Development Product Development Diversification New product Existing product * Illustrative 30/33 kiwis per tray: as per discussion with one trader Supplier of kiwi tray has to be identified Design and Labeling Packaging requirement may change with other customers 12/28/2013 12
  12. 12. Channel of Distribution Kiwi Farmers Direct Channel On-line Marketing In-Direct Channel Wholesalers Organized Retailers Hotels/Cafes/Ice Cream parlors Food Processing Industry 12/28/2013 * Illustrative 14
  13. 13. Promotion • Promotional Methods for Wholesalers: – – • Gifts : Diaries, Calendars etc Sign up Rebates Promotional Methods for Institutions: Visiting/Participating in Trade following industries: LIST – Hotel Industries – Retail – Packaging – Agriculture/Farming – Bakery – Food – Food Packaging / Processing • Brochures - Pamphlets Shows of • Communicating the Brand Name along with the brand story : Brand Building • About the Community • About the Kiwi grown in AP • Photographs • Contact Numbers Promotional Method for Consumers: Use social media as platform for: – Brand Awareness – Product Awareness – Consumer Research 12/28/2013 * Illustrative 15
  14. 14. DIGITAL Initiatives • Use Social Media as a Platform for: – – – • Brand Building Consumer Awareness Consumer Research Use various social media platforms like: – – – – – Facilitate open dialogue Facebook Twitter LinkedIn YouTube Blog websites Collaborate and co-develop Deliver Integrated Experience 12/28/2013 Engage Proactively Social Media Strategy Connect Beyond Product * Illustrative 16
  15. 15. Objective of Study • Objectives of Research: – – – – – – – • Total Production forecasting : Quality, grades Total Demand – Segment wise Current & Future Trends Import Data/ Zespri International Channel of Distribution – Identification of partners Voice of customer and consumers To identify the buying centre and the key personals in the organizations Cites to be covered: – – – – 12/28/2013 Delhi Kolkata Mumbai Pune 17
  16. 16. Research Methodology * Illustrative 12/28/2013 18
  17. 17. Deliverables/Challenges • • • Limited Area Coverage • A power point report on the findings of the study Time Constraints Detailed Project Report with Analysis and suggestions 12/28/2013 19
  18. 18. DELIVERABLES 1 10 D 10 D START 3 6D 4D 4 20 D 5 5D 6 4D 3D 2 10 Days: Client Interaction & Exploratory Research 6 Days: Literature Study 4 Days: Questionnaire Design 20 Days: Field Study 5 Days: Coding Data Analysis & Develop Plan 3 Days: Report Writing 2 Day: Presentation Total Days: 60 Days 12/28/2013 Milestones: 3: Proposal 5: Data Collection Complete: 7: Final Report Completion 7 2D END 20
  19. 19. Findings I • Average weight of Imported Kiwi 100 – 120 gm • Indian Kiwis are smaller in size - 70gm • Spoke to Hyatt, Kolkata: Average demand of Kiwis daily is 10kg and during festivals 15kgs • Per piece sold in Delhi Market at Rs. 25 – 30 • Spoke to trader in Azadpur Mandi: In tray packaging, 30/33 pieces per tray, 3 - 3.5 kg • Trader from Azadpur Mandi has received the sample kiwis and also agreed to sell however he wants the packaging to be done in tray 12/28/2013 New Zealand Kiwis at Phoenix mall, Pune 21
  20. 20. Findings II • • • • Feedback from Market Yard, Pune: Size of Kiwis smaller, 100 gm or more accepted in wholesale and the fruit should have a tray packaging Forecasting has to be done according to size According to the Kiwi fruit size, the customers has to be identified More preferred target customers would be: – – – – Private labels of Organized retailers Food Processing companies like Mapro, Del Monte etc Winery Cafes and Ice Cream parlor Plucking from Vines Sorting and Grading Above 100 gm Between 100 - 70gm Below 70 gm Retail/ Wholesale Hotels/ Cafes Food Processing * Illustrative 12/28/2013 22
  21. 21. 12/28/2013 23
  22. 22. 12/28/2013 24
  23. 23. 12/28/2013 25
  24. 24. THANK YOU

×