A PROJECT REPORT ON “MARKET POTENTIAL MAPPING FOR IMPORTED FRUITS IN MUMBAI / NAVI MUMBAI” AT IG INTERNATIONAL PVT.LTD. A detailed study done in “MARKETING” Submitted in partial fulfillment of the requirement for the award of degree of Post Graduate Diploma in Business Management (PGDBM) Submitted by ARUN RANA ROLL NO: 04 BATCH: 2014-2016 Under the guidance of Prof.Mukta Khapre NAME OF THE GUIDE Mr. Suraj Kumar
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APROJECT REPORT
ON
“MARKET POTENTIAL MAPPING FOR IMPORTED FRUITS IN MUMBAI / NAVI MUMBAI”
ATIG INTERNATIONAL PVT.LTD.
A detailed study done in
“MARKETING”
Submitted in partial fulfillment of the requirement for the award of degree of Post Graduate Diploma in Business Management (PGDBM)
Submitted byARUN RANAROLL NO: 04
BATCH: 2014-2016
Under the guidance of Prof.Mukta Khapre
NAME OF THE GUIDEMr. Suraj Kumar
Bharati Vidyapeeth’s Institute of Management Studies & Research
Navi Mumbai
(i)ACKNOWLEDGEMENT
I would like to express my gratitude to all those who gave me the possibility to complete this
project.
I would like to thank my guide PROF. MUKTA KHAPRE for her continuous guidance.
I am thankful to our Director, Dr. DY Patil,for providing me a platform and supporting me
towards the successful completion of this project. I also want to thank my class mates who
have helped me in getting acquainted with various aspects during the project.
In the end, I express my gratitude to my family who inspired me in doing this work. Without
their inspirations the completion of this work was almost impossible.
ARUN RANA
Signature of the student
PLEASE PASTE HERE THE CERTIFICATE FROM THE COMPANY
PLEASE PASTE HERE THE CERTIFICATE FROM THE INSTITUTE
(iii)EXECUTIVE SUMMARY
Market potential analysis of imported fruits is a primary analytic service performed by
Mapping Analytics. We have the people, experience, tools, and data required to perform
sophisticated and accurate market sizing. Market analysis services from Mapping Analytics
help you know the economic opportunity available to you in any geographic market.
Whether you sell to consumers, to businesses, or both, market sizing provides intelligence
you need to deploy sales and marketing resources effectively. What is a geographic market
worth to your business? Mapping Analytics will help you find the answer. Market potential
can be expressed as a function of:
The number of customers purchasing
Amount purchased
Frequency of purchase
In other words, market potential = (how many * how much * how often)
Bottom Up or Top Down Market Analysis?
It all depends on your specific needs. Mapping Analytics can advise you on the best
approach to sizing any market. We employ various methodologies and data sets to get
you the answers you need.
A bottom up approach to market sizing starts with your customers. How
much and often do they buy? What is their profile? How many potential
customers do you have in the market based on your customer profiles? How
can you reach them?
A top down approach starts with market and industry data. It takes a close
look at a geographic market area and profiles the consumers and/or businesses
to let you know their propensity to buy your products and services.
(iv)TABLE OF CONTENTS
PARTICULARS Page No
Acknowledgement
Certificates
Executive Summary
Table of Contents
i
ii
iii
iv
Chapter 1: Introduction of the Project :
1.1: Concept & Significance of the Study
1.2: Objective of the Study
1.3: Scope and Limitations
1
2-3
4
5
Chapter 2: Introduction to Industry
2.1:Overview of the fruit industry
2.2: Top Fruits Produces Countries
2.3: (Competitor Analysis)
2.4: Introduction to the Company
2.5 Organization Profile
2.6 Swot Analysis
2.7 Product and services
2.8 Marketing strategies
2.9 CSR and the way ahead
6
7
9
10
11-17
18
19-25
26-27
28-29
Chapter 3: Research Methodology
3.1: Research Methodology
3.2: Data Collection Techniques and Tools
3.3: Sample Size
30
31
32
33
Chapter 4: Data Analysis and Interpretation 34-45
Chapter 5: Conclusions and Suggestions 46-48
Chapter6: Learning Experiences
6.1 Annexure
6.2 Bibliography
49-54
CHAPTER-1
Introduction Of The Project
1
1.1 Concept Of Market Potential Mapping :
Market potential analysis of imported fruits is a primary analytic service performed by
Mapping Analytics. We have the people, experience, tools, and data required to perform
sophisticated and accurate market sizing. Market analysis services from Mapping Analytics
help you know the economic opportunity available to you in any geographic market.
Whether you sell to consumers, to businesses, or both, market sizing provides intelligence
you need to deploy sales and marketing resources effectively.
The analysis of markets leading to the decision of choosing the right location for a retail or
service facility has never been an easy task for business decision makers.With GIS
technology, it is much easier and faster to analyze large volumes of consumer demographic
and socioeconomic data and integrate them with business characteristics, such as sales,
location of customers and competitors. The purpose of using GIS is to produce useful
information from the input data to support the decision making process.Many firms, and
especially retail, have benefited from using GIS technology, while many others still have to
discover its usefulness for their business.
A market potential analysis from Mapping Analytics may include:
A customer profile to understand where to find more like them.
Market penetration and market share reports showing performance in existing markets and expected performance in new markets.
Market ranking reports allowing you to prioritize resource deployment into new markets
A geographic view of market opportunity on detailed maps.
2
Significance Of The Study
Forecast total opportunity in terms of number of customers and revenue potential.Understand
market potential for a single store, network of stores or a new marketHow to increase the
sales and reduce the wastage of imported fruits and proper utilization of resources. It also
provides help to forecast the demand of imported fruits in next year.
3
1.2 Objectives Of The Study
1. To identify customer awareness of IG International.
2. To estimate the market share and potential competitors of IG International..
3. To find out potential market for imported fruits.
4. To study the swot analysis of IG International.
5. To identify the problems faced by the Indian fruits industry.
6. To study the future of IG International in Mumbai.
7. To forecast the demand of imported fruits in Mumbai.
4
1.3Scope And Limitations
Scope Of The StudyThe scope of the research includes information about market potential mapping for
imported fruits in Mumbai/ Navi Mumbai. The study will be conducted within the area of
Navi Mumbai/ Mumbai.
Limitations Of The Study
1. The biggest limitation was time because the time was not sufficient as there was lot
of information to be got & to have it interpretation.
2. The information provided by respondent could be biased.
5
CHAPTER-2
Introduction To Industry
6
2.1 Overview OF The Fruit Industry
India is the second largest producer of fruits & vegetables in the world with an annual
production of around 94 million tones. It has the distinction of producing almost all-tropical
and exotic fruits and vegetables because of varied climatic conditions. Due to the short shelf
life of these crops, as much as 30-35% of fruits and vegetables perish during harvest, storage,
grading, transport, packaging and distribution. Only 2% of these crops are processed into
value-added products. Hence, there is a need for maximum commercial utilization of fruits
and vegetables and to adapt production and marketing activities to the requirements of the
world market and to cater to domestic demand which, over the past few years, has been
increasing because of various socio-economic factors. If the nutritive value of the processed
food products could be maintained, this sector will emerge as a major value-added food
industry.
Fruits and vegetables are processed into a variety of products such as juices and
concentrates, pulp, canned and dehydrated products, jams and jellies, pickles and chutneys
etc. The extent of processing of fruits and vegetables varies from one country to another.
India produces a variety of fruits ranging from temperate apples to tropical mango. But most
of the production of these fruits is highly seasonal and their availability is confined to a few
months in a year. For example, the peak period of availability of mango (king of fruits) is
confined to a two month period i.e. May-June, oranges during November-January, papaya
during February-March etc. This short period of availability in large quantities makes the
marketing a challenging task with problems like storage, transport, wide price fluctuations
etc. Besides, the huge post-harvest losses because of perishable nature results not only in less
per capita availability but also increases the cost of transport etc. These factors lead to
exploitation of A Study on Marketing Infrastructure for Fruits and Vegetables in India 3 RS
91 farmers by middlemen resulting in poor returns to cultivators, although consumers pay
high prices.
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2.2 Leading Fruits Producing Countries Of The World
China produce 20% fruits in the world and India produce 11% .
8
Marketing Channels
9
2.3 MAJOR COMPETITORS
ASRA ENTERPRISES
Asra enterprises is an authenticated exporter and importer of premium quality perishable that
are rich in nutrients and possesses remarkable freshness. Ensuring the quality of their
services at the same time satisfying suppliers and retailers. The company have earned trust of
many global suppliers and have become an exclusive agent in this trading business.
The company focuses on all kind of fresh fruits, vegetables and dates owing to their excellent
taste and freshness. Farming a rich time span of 27 years, it has gained extensive recognition
in the field of supplying and exporting perishables from the across the world and continue to
expand in different states and countries maintaining same high standards as always.
UMAR INTERNATIONAL
UmarInternational is an authentic organization betrothed in the domain of
Trading, Importing and Distributing a vast assortment of Fresh Fruits,HealthyFruits, Apple