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V fresh agro ltd-manendra
This document provides an overview of V Fresh Agro Ltd's organized retailing venture in Guwahati, India. The company plans to operate both static and mobile retail outlets selling fresh fruits and vegetables. Key points include: 1) The company aims to generate employment and ensure fair prices for farmers and buyers. 2) Both urban and semi-urban areas in Guwahati are targeted, with mobile outlets serving high-income groups in semi-urban areas and static outlets serving all income groups. 3) Products, pricing, promotion, supply chain, and human resources policies are outlined. The goal is to minimize middlemen and provide quality produce.
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- 1. Organized RetailingV FreshAgro LtdPREPARED BY:MANENDRA SHUKLA
- 2. Kaushalendra-“I am intothis business to earn money, generate employment and ensure quality prices to farmers and quality product to buyers.”
- 3. INDUSTRY OVERVIEW The present value of the Indian retail market is estimated by the India Retail Report to be around Rs. 12,00,000 crore ($270 billion)
- 4. Retailmarket for food and grocery with a worth of Rs. 7, 43,900 crore
- 5. Around 15 millionretail outlets help India win the crown of having the highest retail outlet density in the world.
- 6. Accordingto Indian Brand Equity Foundation, retail trade accounts for 12 per cent of the country's GDP and is expected to approach 22 per cent by 2010. BRIEF DESCRIPTION OF THE PROJECT
- 7. EXECUTIVE SUMMARYV-Fresh AgroLtd. ventures into the business of Agro-retailing, both static as well as mobile, in the city and outskirts of Guwahati City.This is the first venture of its own kind. While retail giants having only static retail outlets, our business emphasizes upon mobile retail outlets. We targeted the high income group residing in the semi urban areas – for the mobile retail stores and for the static retail outlet we targeted people of every income group.
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- 9. WHY WE HAVECHOOSEN GUWAHATI Guwahati- Gate way of North-Eastern India.
- 10. Guwahati isamong the first 100 fastest growing city of the world and its 5th fastest growing among Indian cities.
- 11. Guwahat isa million plus city having average literacy rate of 78 percent.
- 12. Guwahati has 50th position in India, but a recent survey (2006) by magazine - Outlook (Money) has ranked Guwahati at 17th position for quality of life.
- 13. Increase inemployment and disposable income both in urban and semi-urban areas.OBJECTIVE To earn money, generate employment and ensure quality prices to farmers and quality product to buyers and to improve the quality of life of the people of Guwahati.MISSIONTo provide best quality fresh fruits & vegetables to its target customers and to reduce the impact of middle man in marketing of agricultural products.VISIONTo be a market leader in static and mobile retail sector in Guwahati region and to spread our business to whole India
- 14. PRODUCTSVarious agro basedfruit and vegetables which includes – Potato , Onion Chilly ,Tomato Cabbage ,Cauliflower Ginger , Turmeric Carrot ,Bitter guard Capsicum ,Cucumber Ladies Finger , Banana Pineapple, Grapes, etc.
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- 17. MARKET ANALYSISA comprehensivepre launch survey was carried out covering both – urban and semi-urban areas in and around Guwahati considering the point like- population, consumption habit, Competitors and growth potential of the city . These are our findings- Guwahati has a population of more than 1 million
- 18. Regarding theconsumption habit – 70 % of the people in the semi urban areas used to take food thrice in a day.
- 19. Consider thecompetitors point of view- there are no competitors in this area as because this is the first of its kind in this area.
- 20. Guwahati isthe 5th fastest growing city in India.SWOT ANALYSISSTRENGTHS:First venture of its own kind – No apparent competition
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- 23. Best Quality FreshFruits & VegetablesWEAKNESSES:Lack of prior experience in this field
- 24. Difficulty in convincingpeople to buy frommobilerefrigerated van.OPPORTUNITIES:Huge growth prospect in this segment
- 25. Only player tocome up with mobile retail refrigerated vans
- 26. No apparent competitionfrom organized retail giants particularly in mobile retail segment
- 27. Yet unexplored marketand latent demand of its target customersTHREATS:Threat of retail giants imitating the idea and entering the market
- 28. Occasional political disturbancesin Assam regionMARKETING PLANSEGMENTATION We have segmented the market based on economic potential and income of the people. TARGET GROUPFor the static retail outlet , we have targeted people of every income group with in the city.For the mobile retail outlet we have targeted high income group in the semi –urban areas.
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- 30. PLACE The staticoutlet is located near the highway, thus creating easy access, and convenience for the customers in the city.
- 31. It willattract the attention of the people as it is located in one of the densely populated areas in Guwahati.
- 32. To reachthe people in the semi-urban areas we will use our mobile refrigerated vans.PRODUCT We will sell products that are of high demand and have more shelf life
- 33. Quality willbe maintained as we will be buying our products mostly from the contract farmers
- 34. We willtry to provide fresh vegetables and fruits by using our refrigerated vansPRICING STRATEGIES We will provide discount on bulk purchase both for static and movable retail outlets
- 35. Seasonal discountswill be provided
- 36. We willprovide credit facilities to our loyal customers
- 37. We willtry to provide the product at competitive prices compared to the SabjiMandi’s by minimizing the impact of middle man in the marketing of the productsPROMOTIONAL ACTIVITIESFOR THE STATIC RETAIL OUTLET: Pre launch and post launch advertisement- in the local news papers, local TV Channels, and the Local Radio channels
- 38. Advertisement inhoarding at the prime location ( mentioning the product categories along with their comparative prices)
- 39. Distribution ofpamphlets in the densely populated areas, in and around the SabjiMandies etc
- 40. Tie upadvertisement with the local restaurantsPROMOTIONAL ACTIVITIESFOR THE MOBILE RETAIL OUTLETS: Free distribution of sample products in the strategic locations in the semi urban areas to create awareness, and positive word of mouth
- 41. Post launchadvertisement in the local news paper, TV channels and local radio channels.
- 42. Advertisement onthe body of the refrigerated trucks ( mentioning about the product categories and comparative prices)
- 43. Advertisement inhoarding in the prime locations
- 44. Developing publicrelations.
- 45. SUPPLY CHAINDIAGRAMSTATIC RETAILOUTLETCUSTOMERSVILLAGESCUSTOMERSWAREHOUSECUSTOMERSDYNAMIC RETAIL OUTLETCUSTOMERS
- 46. WAREHOUSE NETWORK30 kmradius30 km radius
- 47. WMovement of theRefrigerated truck across the city
- 48. INVENTORY MANAGEMENTFully RefrigeratedWarehouse occupying 4000 sqft Area.
- 49. Cost Effective InventoryManagement.
- 50. Controls the transportvehicles by using Global Positioning System(GPS).
- 51. For Inventory Managementwe use Radio Frequency Data Communication(RFDC).STATIC RETAIL OUTLETRetail Outlet next to Warehouse occupying 1000 sq.ft. Area.
- 52. Fresh Vegetables incompetitive price are available on a daily basis.DYNAMIC RETAIL OUTLET3 Refrigerated transport vehicles -1 used for carrying goods from villages to Warehouse,2 used as Mobile Retail Outlet.Connected with GPS Satellite & GSM Operator.OPERATING TECHNOLOGY
- 54. V Fresh isan ‘Equal Opportunity Employer’ which believes that Human Resources are the key to the success and growth of the organization. The key focus of the HR philosophy at V Fresh is - to align Human Resources with the business of the organization. V Fresh’s HR philosophy is rooted in encouraging employee empowerment, growth and development of individuals by realizing their potential, encouraging innovative ideas and fair distribution of rewards.
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- 56. Work-force Diversity VFresh wishes to promote ethnic & religious diversity among its employees by recruiting new appointees from varying cultures while safeguarding the interest of Sons of the Soil, too.
- 57. Initially, we willbe having employee strength of around 40, part-time and contract labourers included.Potential employees will be attracted through advertisement in local and national dailies circulated in that region.All candidates shortlisted for the interview will have to undergo a rigorous evaluation process to prove their suitability for jobs.Depending upon the success of this venture, further addition in workforce may be considered. As a part of strategic planning, Human Resource Information System (HRIS) will be in place in order to have a reserve pool of candidates’ profile ready for future reference.
- 58. Multi-tasking: The KeyWordOur employees are required to possess multi-tasking skills particularly the employees working with the dynamic/ mobile retail outlets.A flair for sales and knowledge of computers is a must for these people.It will help us create a lean organization, attain better inventory management and cost reduction.
- 59. Training will beimparted to the employees on a regular basis as per the schedule finalized by the Human Resource Department.
- 60. Wage & SalaryAdministration
- 61. Wage & SalaryAdministration Cotnd.
- 62. Performance AppraisalSeven criteria for assessment at V Fresh are:Quality, Quantity, Timeliness, Cost Effectiveness, Need for Supervision, Interpersonal Impact and Training.V Fresh will be using ‘360 degree’ Performance Appraisal Method for its employees.
- 63. Apart from compulsorystatutory benefits, employees will be entitled to - paid vacations once a year, sick leave for 10 days a year, Severance Pay, Leave of Absence (on Training & Development grounds), etc.
- 64. Group Insurance SchemeVFresh will be having a tie-up with ‘ICICI – Lombard’ to extend group insurance facility to its employees.
- 65. Promotional PolicyAt VFresh, merit - not seniority, will be the determining factor for promoting an individual to any higher post.
- 66. We at VFresh acknowledge the importance of having a free flow of communication across the length & breadth of the organization.Media of Communication:1. Employee Handbook;2. Financial Statements;3. Published Statements Covering Personnel Policies;4. Information Rack or Display Stands;5. Notice Boards.Suggestion System: To enlist the Co-operation of subordinates in effecting improvements and in eliminating waste, and to provide an avenue for a working communication with the management.
- 67. Effective and timely‘Grievance Redressal’ is an important step towards ensuring a healthy Employer – Employee relationship in any organization.At V Fresh , Human Resource (Head) will be the Chief Grievance Redressal Officer in charge of resolving any dispute or grievance, which may arise in course of its operation.
- 68. We at VFresh encourage team endeavour than stand alone assignments.
- 69. Touching Human EmotionsAtV Fresh, employees deemed more than a mere ‘resource’.Management at V Fresh will feel proud to lay a hand on the inner souls of its employees by imbibing a culture of overall personal development among them.
- 70. We’ve Dedicated Oneof Our Ear to Listen to Your FeedbackAs a learning organization we feel that customers’ feedback, both internal & external, plays a very important role in strengthening the foundation of a company.V Fresh will be offering a 24*7 toll-free automated helpline service to register any sort of complaint associated with our business e.g., regarding deficiency in service. Suggestions and valuable feedbacks can also be mailed to our corporate office and Human Resource (Head) will be extremely happy to satisfy the queries raised by the customers.
- 71. As a responsibleand value creating organization we will be happy to comply with all the requisite legal obligations for our operation.
- 72. Exit InterviewThough ourpersonnel policy mandates retaining our precious human assets but in case of an unavoidable separation conducting an exit interview to look into the issues involved will be a norm as well as practice for our organization.
- 73. If You HaveThe Fire Within You……….…………We Have Challenges to Offer