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Positioning Assignment

This document proposes establishing food retail outlets in urban and semi-urban areas of India to take advantage of changing consumption patterns and lifestyles. The outlets would sell fresh, high-quality produce directly sourced from farmers through efficient supply chains, offering consumers convenience and lower prices than traditional vendors. This organized retail model aims to better serve the growing middle class while reducing food costs and waste through direct sourcing and proper storage facilities.

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51 views3 pages

Positioning Assignment

This document proposes establishing food retail outlets in urban and semi-urban areas of India to take advantage of changing consumption patterns and lifestyles. The outlets would sell fresh, high-quality produce directly sourced from farmers through efficient supply chains, offering consumers convenience and lower prices than traditional vendors. This organized retail model aims to better serve the growing middle class while reducing food costs and waste through direct sourcing and proper storage facilities.

Uploaded by

amrita3585
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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“Food Retail Chain”

Opportunity
If we see today’s scenario life style is changing at
very fast pace, the consumption pattern is changing
due to impact of western life style. There is
considerable increase in number of working women
and average disposable income is also increasing.
Today there is growing need of convenience and high
value processed food. This creates a big opportunity
for organized food retailing in urban and semi-urban
areas of India.

Target Audience
 Growing urban middle class population
 Consumers in rural and semi-rural areas

What are they doing now


 Food items are being purchased in small road
side grocery shops, mandis, bazzars.
 The majority of fresh produce is sold from the
carts of travelling vendors. Such produce is of low
quality, less variety is available and lack of
hygiene.
proposal
 Setting up food retail outlets with cold storage
facilities which will sell fresh processed farm
produce.
 Consumer can select, inspect and pick up the
product they like in a comfortable ambience and
still pays the same price or even less price than
that of small vendors.
 Direct linkage with farmers to reduce cost of
transaction and maintain quality.
 Home delivery.

How is it better
 Consumers actually end up paying approximately
about 35 percent more than what they could be
paying if the supply chain was improved, because
of wastage as well as multiple margins in the
current supply structure. As we will be partnering
with farmers and eliminating the middleman, the
cost of produce will reduce.
 Provide value-for-money i.e. quality of the food
will be maintained.
 Reduced wastage by efficient supply chain and
appropriate storage facilities.
 Provides packaged, ready to cook food and
shopping convenience, saving time for
consumers.

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