3. MARKETING OF FRUITS,
VEGETABLES & FLOWERS:-
- INDIA RANKS 1st IN PRODUCTION OF
FRUITS & 2nd IN TERMS OF
VEGETABLES IN THE WORLD.
- INDIA LEADS THE GLOBAL MARKET
IN EXPORTS OF BLACK GRAPES.
- THE PIE CHART BELOW SHOWS US
INDIA’S GLOBAL CONTRIBUTION IN
FRUITS PRODUCTION :-
6. - THE LOCAL GROCERS TRY TO
CONSISTENTLY DELIVER HIGH/GOOD
QUALITY & IN SUFFICIENT
VOLUMES.
- THEY GO IN FOR THE
“DIVERSIFICATION”.
- THEY KEEP CONSISTENCY IN
PURCHASE FROM THE SAME
FARMER/SUPPLIER IN ORDER TO
DEVELOP THE MUTUAL TRUST.
7. - SOME OF THE GROCERS ALSO
PREFER TO MOVE AROUND IN SOME
PARTICULAR LOCALITIES SELLING
THE VEGETABLES & FRUITS AS
“STREET - HAWKERS”.
- THEY DON’T ADVERTISE.
AS THE FRUITS & VEGETABLES ARE
THE MOST BASIC AND DAILY NEEDS
OF ALMOST ALL THE PEOPLE.
- THEIR PRICES VARY AS PER THE
MARKET DEMAND.
8. - THE LOCAL MARKETS ADJUST
QUICKLY TO THE RISE & FALL OF
THE PRICES.
10. CUSTOMER INVOLVEMENT : -
- THE MODERN DAY HYPERMARKETS
USE THE SELF-SERVICE PATTERN.
IT HELPS THE CUSTOMERS TO
BROWSE THE ENTIRE STORE.
- ALSO THE CUSTOMERS CAN
WEIGH THEIR PURCHASE
THEMSELVES.
11. INTERNAL ENVIRONMENT : -
- THERE IS AMPLE LIGHTING IN
EVERY PART OF THE STORE.
- THE STORES ARE AIR-
CONDITIONED & CLEANLINESS
BEING GIVEN SPECIAL
IMPORTANCE.
12. CUSTOMER FEEDBACK : -
- THE FEEDBACKS ARE TAKEN IN 3
WAYS : -
a. ON SPOT COMPLAINT.
b. CUSTOMER FEEDBACK FORM.
c. SERVICE DESK FEEDBACK.
13. OTHER STRATEGIES : -
- THEY PROVIDE GOOD QUALITY
PRODUCTS AT ATTRACTIVE PRICES.
- THE PRICES ARE SET EVERY
MORNING BASED ON THE
COMPETITION.
- FREQUENT ANNOUNCEMENTS
REGARDING VARIOUS OFFERS &
DISCOUNTS ARE DONE DURING
RUSH HOURS.
14. CUSTOMER LOYALTY PROGRAM:-
- THE RELIANCE FRESH OUTLETS
PROVIDE THE “RELIANCE ONE”
MEMBERSHIP CARD TO THE
FREQUENT & LOYAL CUSTOMERS.
- IT HELPS THEM IN TRACKING THE
CUSTOMER PREFERENCES.
15.
16. DISTINGUISHING FACTORS : -
BRANDED
LOCAL MARKETS:-
HYPERMARKETS:-
LOT OF DISTURBANCE SILENT AS COMPARED
DUE TO CROWD. TO LOCAL MARKET.
NO PERMANENT PERMANENT SHOPS.
SHOPS.
LESS PRIORITY TO HIGH PRIORITY TO
CLEANLINESS. CLEANLINESS.
17. BRANDED
LOCAL MARKETS:- HYPERMARKET:-
NO TEMPERATURE USE OF AIR-
MAINTAINENCE. CONDITIONERS FOR
QUALITY AND
FRESHNESS.
PRICES ARE FIXED.
PRICES ARE NOT
FIXED.
THE QUANTITY THE QUANTITY
OBTAINED BY THE OBTAINED BY THE
CUSTOMERS MAY NOT CUSTOMERS IS
BE APPROPRIATE. APPROPRIATE.
18. PROMOTION STRATEGIES : -
- THE LOCAL MARKETERS WON’T
USE ANY SPECIFIC PROMOTIONAL
STRATIGIES.
- BUT THE MODERN DAY BRANDED
HYPERMARKETS USE VARIOUS
PROMOTIONAL STRATIGIES.
19. - THE PROMOTIONAL STRATEGIES
USED BY THE BRANDED
HYPERMARKETS ARE DIVIDED AS
BELOW : -
a. INSTORE PROMOTIONS : -
- USE OF SIGNBOARDS.
- ANNOUNCEMENTS.
b. OUTSIDE PROMOTIONS : -
- PRINT MEDIA.
- ADVERTISING VIA TV’S,
INTERNET, FM RADIO ETC.
20.
21. TYPES OF FLOWER
MARKETS:-
- THE FLOWER MARKETS ARE
CLASSIFIED AS BELOW : -
a. LOCAL FLORISTS.
b. FLOWER BOUTIQUES.
22. STRATIGIES USED BY LOCAL
FLORISTS : -
- THEY PROVIDE BETTER SERVICES
TO THE CUSTOMERS AND TRY TO
GET MUTUAL TRUST FROM THEM.
- THE FLOWER ARRANGEMENTS
ARE DECORATIVE & CUSTOMIZED.
- THE STALLS WILL HAVE
AESTHATIC LOOK TO ATTRACT
CUSTOMERS.
23. - THEY ANALYZE THEIR CURRENT
POSITION AND TRY TO IMPROVE IT
BY CREATING A GOOD IMAGE AND
MUTUAL TRUST AMONG THEIR
CUSTOMERS.
- THEY COPY THE
STRATEGIES
OF
THEIR
COMPITITORS
MOST
OFTENLY.
24. STRATEGIES USED BY THE
FLOWER BOUTIQUE’S : -
- THEY OFFER MEMBERSHIP
CARDS, GIFT CARDS AND PROPER
DISCOUNTS TO THOSE
CUSTOMERS WHO PURCHASE
FROM THEM ON A REGULAR
BASIS.
- THEY UNDERTAKE ORDERS SUCH
AS DECORATION OF CARS,
BULIDINGS, TEMPLES ETC. FOR
SOME SPECIAL OCCASSIONS.
25. - THEY ADVERTISE THEMSELVES WITH
THE AID OF THE MEDIA LIKE : -
a. NEWSPAPERS.
b. YELLOW PAGES.
c. LOCAL TV CHANNELS.
d. INTERNET.
- RECEIVE THE FEEDBACKS FROM
THE CUSTOMERS & TAKE
CORRECTIVE MEASURES AS PER
THE FEEDBACKS.
26.
27. PRODUCT DEVELOPMENT :-
- INNOVATION OF A NEW PRODUCT
SHOULD BE UNDERSTOOD FROM
WITHIN THE FRUITS &
VEGETABLES.
- INTRODUCTION OF NEW SPECIES
OR VARIETIES TO THE MARKET,
THAT ARE STILL UNKNOWN.
- THIS STRATEGY OFTEN REQUIRES
EXTENSIVE MARKETING &
INVESTMENT.
28.
29. - PRODUCT STRATEGY IS DEPENDENT
ON THE DURATION OF TIME.
- THE LONGER THE PRODUCT IN THE
MARKET, THE MORE SALES WILL
STABILIZE & MAYBE EVEN DECLINE.
- AS MOST FRUITS & VEGETABLES
ARE BASIC COMMODITIES, THEY
WILL BE IN THE MATURITY PHASE.
- IN INTRODUCTION PHASE IT MAKES
IT DIFFICULT TO FIND BUYERS
ESPECIALLY THE NEWCOMERS.
30. - NO PROFITS CAN BE INCURRED IN
THE DECLINE PHASE.