Kyeli Case Study

CASE STUDY- Marketing & Distribution of Mushroom Sachin and Virag started up a business selling mushroom in Indian markets. They found out that mushroom have a great market potential and it is a perishable food. In order to expand their mushroom careers to all parts of India, first they have to raise awareness about this new food between consumer all over India. Now, mushroom industry is still new and Sachin & Virag are small entrepreneurs, here I gave a few suggestion so that they can boost up their sales of mushroom in India. First, they have to select their target consumer, it’s either household sectors, industrial canteen, hospitality institution or local restaurants. Using market segmentation method and targeting segment method to investigate customer’s respond. The packging must be creative enough to attract consumer. Create packaging that is simple and pleasing to the consumer 's eye. Smart packaging is the first step to getting your new product noticed. Include your company name, product name and any main selling points you want to convey on the outside of the packaging. Since mushroom is a perishable vegetable, therefore cold storage facility is needed. Pholythene bag is the most recomemded packaging. Mushroom is not only can distribute freshly, Sachin and Virag may consider to process their mushroom into different food product. For instance, they can process mushroom into tib-bits which come with different flavor an attractive packaging, it also can be processed and turn into beauty product. This method may garb consumers’ attention and also change the old mindset of consumer which mushroom can only be their dishes on plate. Besides, carrying out controlled test marketing will be a efficient way to raise consumer awareness about mushroom. Mushroom can be packed and distributed to stores that have agreed to carry this product for a fee. This way of test marketing enable testing and fine tuning of product and marketing program before costly full

References: 1 How to Increase Brand Awareness for a Product. (John Csiszar, Demand Media 2014) http://smallbusiness.chron.com/increase-brand-awareness-product-41158.html 2.Wikipedia- Vegetarianism by country (From Wikipedia, the free encyclopedia) 3. Kotler & Armstrong: Principle of marketing, 9th edition (2005) 4. Three Objectives of Brand Awareness (Lea Nathan, 2011) http://www.businessdictionary.com/article/571/three-objectives-of-brand-awareness/