1. resh
arms
Brinjal
Siddharth
Vijay Babu
Udhaya kumar
Jegath
Gogul
For your precious heart…….

2. • Fresh
Farms
farm,
is
an
50
organically
acre
and
naturally nurtured since 2006.
• Located at Mohanoor , 30 kms from
Salem, is on the banks of Cauvery river
and surrounded by hills.
• Healthy living is the prime focus at
the farm.
•
A recent noble prize winning research
has proved that consumption of 100
gms of a brinjal variety a week keeps a
person away from Heart attack &
Kidney failures.
• Fresh Farms is growing this variety of
brinjal in its farms to help people lead
a healthy living.
Introduction

3. Chennai market-overview
2360000
2325000
Total
5000000
(excluding children 0-6 yrs)
Households: 1150000

4. Brinjal Production & Consumption
Assuming supply meets
demand
Tamilnadu brinjal production- 2,63000 tons= 26,30,00,000 Kg
Tamilnadu Total population- 7,21,00000
Brinjal consumption/person in Tamil Nadu - 3.6 Kg/ person/year which is
300gms/person/month
Total consumption of Brinjal in Chennai/year– 5000000 * 0.3 * 12 =
18000 Tons

5. STP
Psychographic Segmentation : Middle class and high class
Target: Women -25 yrs and above
Positioning: Healthy for Heart

6. Potential
Total Audience- 50 lakhs
% of Urban Poverty in Tamilnadu - 19.85%
Urban poverty in Chennai – 5000000 * 19.85/100 = 10 lakhs (approx.)
Target Audience- 40 Lakhs
Market Potential for this variety – 4000000 * 0.3Kg = 1200000 Kg *12 = 14400 Tons

7. Pricing
Assumptions:
Fact:
• Total cost to market 1 Kg of new
variety brinjal is same as the Total
cost of present varieties of brinjal
• Price of present varieties of brinjal
do not fluctuate
Price of present variety of Brinjal: Rs. 22/kg
Margin for 1 Kg of
present variety of Brinjal : 40% (for
producer)
Price
500gms: Rs. 18
250 gms: Rs.9
Margin
500gms: Rs. 7.5
250gms: Rs. 3.75

8. Capacity Decisions
Market Potential: 14400 Tonnes
Available Capacity: No. of hectare * Volume of Brinjal in a
hectare
20*30= 600 tons
Three harvests/year= 600*3=
1800Tons/year
Outsourcing:
Will be decided based on the response from the market.
Fact:
A high yielding
brinjal variety can
give upto
30tonnes/hectare
Assumption:
This brinjal variety is
a high yielding one

9. Distribution
• Transfer brinjal from farm to warehouse in Chennai
• Distributed through company sales men
• Available in all Modern retail store and General/Departmental Stores
• Occupy shelf space

10. Marketing Budget
Total Capacity: 1800 Tons = 1800000Kg
Budget allocated: 50p/Kg
Total Budget: 1800000*0.50 =
Rs. 9,00,000

11. • Explaining the benefits of this variety to Cardiology specialists
• Putting stalls in Hospitals (7) 1 week campaign, twice a year
• Putting stalls in Parks (42) 1 week campaign, 4 times a year
• Ads in Stores
• Occupy shelf space near Saffola and Quaker Oats