CHAPTER 3 :- MARKETING

DEPARTMENT

Chapter Index:-
3.1 LIST OF PRODUCTS:- ..................................................................................................... 36
3.2 CUSTOMER BASE:- ........................................................................................................ 39
3.3 NUMBER OF CUSTOMERS:- ......................................................................................... 39
3.4 MARKETING PLAN:-...................................................................................................... 40
3.5 MAJOR COMPETITORS:- ............................................................................................... 41
3.6 DISTRIBUTION CHANNELS:- ....................................................................................... 44
3.7 PRODUCT LIFE CYCLE:- ............................................................................................... 46
3.8 MARKET SEGMENTATION:- ......................................................................................... 50
3.9 PROMOTIONAL TOOLS:- .............................................................................................. 52
3.10 PRICING METHOD:- ..................................................................................................... 53
3.11 SALES FORCE MANAGEMENT:- ............................................................................... 54
3.12 EXPORT PROCEDURE:- ............................................................................................... 55

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3.1 LIST OF PRODUCTS:-
1. GRAVY DISHES
Figure 3.1: Gray Dishes

ProDoc Foods Pvt. Ltd. manufactures a variety of freeze-dried gravies with broad customer
appeal. These include brown gravy, palak gravy, Punjabi gravy, yellow gravy, and white
gravy. This selection caters to a large customer base, including restaurant franchises that
can utilize these gravies as convenient bases for curries and sabjis. The versatility of these
freeze-dried gravies allows for efficient preparation and consistent taste, making them a
valuable tool for professional kitchens.

2. SABJI DISHES
Figure 3.2: Sabji Dishes

This production unit further expands its product line beyond gravies to include freeze-dried
sabjis like Dal Makhani, Pav Bhaji, Veg Makhanwala, Veg Kholapuri, and Veg Kadhai.
These offerings cater to a specific need, particularly for those living outside of India who
crave familiar flavors but may lack the time or skills for elaborate cooking. The
convenience of these freeze-dried sabjis allows them to recreate a taste of home with
minimal preparation, providing a comforting and flavorful solution for busy individuals or
those unfamiliar with Indian cuisine.
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3. JAIN DISHES
Figure 3.3: Jain Dishes

The company further broadens its product range by including Jain-specific offerings. This
includes items like Jain Paneer Butter Masala, Jain Dal Fry, and Jain Punjabi gravy. By
adhering to principles that exclude root vegetables, the company ensures its Jain product
line remains compatible with these beliefs.

4. PANEER DISHES
Figure 3.4: Paneer Dishes

ProDoc Foods Pvt. Ltd. also includes popular paneer dishes like Shahi Paneer, Kadhai
Paneer, Palak Paneer, and Paneer Butter Masala in their freeze-dried offerings. This allows
consumers to enjoy restaurant-quality curries at home with minimal effort.

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5. SWEET DISHES
Figure 3.5: Sweet Dishes

ProDoc Foods Pvt. Ltd. doesn't stop at savory options! They also cater to your sweet tooth
with freeze-dried desserts like Gajar Ka Halwa, Rava Sheera, and Mongdal Sheera. This
allows you to indulge in these classic treats anytime, regardless of the season. Freeze-dried
options like Alphonso and Kesar mangoes further extend their reach, offering a taste of
seasonal favorites year-round.

6. RICE DAL DISHES

Figure 3.6: Rice Dal Dishes

They also cover comforting rice-based dishes like Dal Chawal, Dal Khichdi, Rajma
Chawal, Gujarati Dal Bhaat, and Masala Khichdi Kadhi. These options evoke a sense of
home-cooked meals, perfect for those living away from home and missing everyday
comfort food.

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3.2 CUSTOMER BASE:-
ProDoc Foods proudly serves a diverse range of clients, including esteemed partners like
Maruti Agency, Infinite Foods Solutions Pvt. Ltd., and Karma Foods and many more.
These partnerships underscore ProDoc's versatility and commitment to meeting the unique
needs of businesses in the food industry. Maruti Agency, a reputed distributor, relies on
ProDoc's high-quality dehydrated food products to meet the demands of its discerning
customers.

Infinite Foods Solutions Pvt. Ltd., a leader in food innovation, collaborates with ProDoc to
develop innovative and nutritious food solutions for various markets.

Karma Foods, known for its emphasis on sustainable and ethical practices, aligns perfectly
with ProDoc's values, fostering a partnership grounded in shared principles of health and
sustainability.

Other than these, ABID corporation, Colosseum foods, Vicky Bowl etc. are also major
customers of ProDoc Foods Pvt. Ltd.

Together, these collaborations exemplify ProDoc Foods' dedication to delivering

excellence and forging lasting relationships within the food industry.

3.3 NUMBER OF CUSTOMERS:-

While providing dehydrating services, ProDoc Foods Company goes the extra mile by
offering its average of 25 daily customers a unique dehydration service, ensuring they can
enjoy their favorite dishes conveniently and deliciously preserved for later consumption.
This added convenience enhances the overall dining experience, cementing ProDoc's
reputation as a customer-centric culinary destination.

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3.4 MARKETING PLAN:-

1. FOR B2B
In their B2B marketing strategy, the production unit of ProDoc Food Private Limited
adopts a meticulous approach to identifying potential partners who either retail or
outsource preserved food products. Leveraging platforms like Google, they conduct
extensive research to pinpoint businesses within their target market segment. Subsequently,
they initiate personalized one-on-one meetings with these prospects to showcase the
superior quality and unique benefits of their preserved foods.

During these meetings, the company focuses on fostering trust and credibility by
emphasizing their deep industry expertise and tailored solutions that cater to the specific
needs of each potential partner. By engaging in direct, face-to-face interactions, they aim
to establish robust relationships built on mutual understanding and collaboration. These
meetings serve as pivotal moments to solidify partnerships and secure agreements, laying
the groundwork for long-term success and growth in their B2B endeavors.

2. FOR B2C
In addition to its B2B operations, ProDoc Food Private Limited extends its marketing
efforts to include B2C engagement through a strategic partnership with a specialized
agency. This partnership allows the company to leverage the agency's expertise in social
media marketing across platforms such as Instagram, Facebook, and Twitter, ensuring
effective outreach to its target consumer demographic.

The agency collaborates closely with ProDoc Food Private Limited to develop compelling
content, execute targeted ad campaigns, and manage social media accounts dedicated to
promoting the company's preserved food products directly to consumers. Through this
collaboration, the company aims to enhance its brand presence, drive engagement, and
increase traffic to its online store.

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 By tapping into the agency's proficiency in social media marketing, ProDoc Food Private
Limited can effectively connect with its target audience, ultimately driving sales and
strengthening its position in the consumer market. This dual approach of B2B and B2C
marketing enables the company to optimize its market reach and capitalize on opportunities
across both sectors.

3.5 MAJOR COMPETITORS:-

In the bustling landscape of ready-to-eat food companies, competitors like Mom's Menu,
Eat Easy, Bowl Full, and Fresh O Need compete for consumer attention with their unique
offerings and culinary approaches.

1] Mom's Menu:
Figure 3.7: Mom’s Menu Logo & Product

Source: [Link]

It is a direct competitor to ProDoc. Both offer extended shelf life, ProDoc focuses on
dehydrating ingredients for long-term storage, targeting outdoor enthusiasts and
emergency preparedness. Moms Menu, however, provides pre-made, convenient meals
for busy individuals, using different methods to preserve fresh ingredients. They cater
to entirely different customer needs.

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 2] Eat Easy :
Figure 3.8: Eat Easy Logo & Product

Source: [Link]

Eat Easy provides a head-to-head challenge for ProDoc in the dehydrated food arena. Both
companies offer shelf-stable meals achieved through dehydration. However, Eat Easy
emphasizes its Indian vegetarian offerings, catering to a specific dietary preference. Their
focus lies on convenience, boasting fast preparation times and minimal additional
requirements, likely just hot water. This positions them as a strong competitor for ProDoc,
particularly for hikers, campers, and busy individuals seeking quick, flavorful
vegetarian options.

3) Fresh-o-Need :
Figure 3.9: Fresh-O-Need Logo & Product

Source: [Link]

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 Fresh-o-need is another player in the dehydrated food market alongside ProDoc and Eat
Easy. Like ProDoc, they offer dehydrated food options for extended shelf life. Fresh-o-
need focuses on ready-to-eat meals. This focus on convenience positions them as a
competitor for ProDoc, particularly for customers seeking quick and familiar meal
options. Understanding Fresh-o-need's product range and target audience will be
valuable for ProDoc to develop effective strategies in the dehydrated food space.

4) Bowl Ful
Figure 3.10: Bowl Ful Logo & Product

Source: [Link]

Another competitor vying for a slice of the freeze-dried meal market is Bowl ful. Unlike
ProDoc Foods' focus on individual dishes and Bowlful's curated meals, Bowl ful's offers
subscription boxes. These boxes deliver a variety of freeze-dried meals and snacks,
catering to those seeking a complete and convenient meal solution. Bowl ful's subscription
model allows for customization and dietary preferences, potentially attracting a broader
customer base seeking a personalized approach to freeze-dried meals.

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3.6 DISTRIBUTION CHANNELS:-

Chart 3.1: Hierarchy of Distribution Channels

Manufacturer

Distributor

Wholesaler

Retailers

Customer

Seco Delight, meticulously implements a three-level distribution channel comprising

manufacturers, distributors (super stockists), wholesalers, retailers, and ultimately
customers, ensuring efficient and widespread availability of their delicious offerings across
various regions.

1. Manufacturer (Seco Delight):

• Produces a variety of ready-to-eat products, ensuring high quality and adherence to

food safety standards.
• Invests in research and development to innovate and introduce new products to meet
consumer demands.
• Implements efficient production processes to meet demand and maintain a steady
supply of products.

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2. Distributor (Super Stockist):

• Acts as the intermediary between Seco Delight and wholesalers, managing the
distribution of products to various regions.
• Maintains a large inventory of Seco Delight products to meet the demands of
wholesalers and retailers.
• Coordinates with Seco Delight to ensure timely delivery and efficient distribution to
wholesalers.

3. Wholesaler:

• Purchases Seco Delight products in bulk from the distributor and stores them in
warehouses.
• Distributes products to retailers, including supermarkets, convenience stores, and
online platforms, across different regions.
• Plays a crucial role in ensuring that Seco Delight products are readily available to
retailers to meet consumer demand.

4. Retailers:

• Include supermarkets, convenience stores, specialty food shops, and online platforms
where customers purchase Seco Delight products.
• Display Seco Delight products prominently to attract customers and ensure easy
access.
• Handle sales transactions and provide customer service, ensuring a positive shopping
experience for consumers.

5. Customer:

• Purchases Seco Delight products from retailers for convenient and delicious ready-to-
eat meal options.
• Enjoys a wide variety of high-quality, flavorful products that meet their dietary
preferences and lifestyle needs.
• Provides feedback to retailers and Seco Delight, influencing future product offerings
and improvements in the distribution process.

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3.7 PRODUCT LIFE CYCLE:-
Figure 3.11: Chart Of Product Life Cycle

Source: [Link]

INTRODUCTION STAGE:

ProDoc entered the market in 2015 when freeze-dried food technology was still relatively
new for ready-to-eat meals. They were likely one of the first movers in this space, facing
limited competition from perhaps just one other company. This presented both challenges
and opportunities.

Challenges of a New Frontier:

• Educating Consumers: Consumers were unfamiliar with freeze-dried food and its
benefits like long shelf life, convenience, and preservation of nutrients. ProDoc had
to invest heavily in marketing and consumer education campaigns to create
awareness and understanding of this innovative technology.

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 • Limited Distribution: Distribution channels for freeze-dried meals were likely
limited in the initial stages. ProDoc have focused on establishing partnerships with
specialty stores or online platforms catering to health-conscious consumers or
outdoor enthusiasts.

Opportunities for Growth:

• First-Mover Advantage: Being an early adopter of freeze-drying technology gave

ProDoc a significant head start in the market. They could establish brand recognition
and build customer loyalty before competitors emerged.
• Premium Pricing: As a novel product with unique benefits, ProDoc have been able
to command a premium price point during the introduction stage.

Transitioning to Growth:

Through successful marketing efforts and establishing a loyal customer base, ProDoc likely
overcame the initial challenges of the introduction stage. They are now reaping the rewards
of their pioneering spirit, experiencing rapid growth and product diversification in the
current growth stage.

GROWTH STAGE:

ProDoc's current position in the Growth Stage signifies a period of rapid expansion and
market acceptance. Here's how they've capitalized on their pioneering spirit:

• Expanding Product Portfolio: Initially, ProDoc have focused on bulk orders

catering to specific needs, like freeze-dried ingredients for restaurants or dehydrated
meals for disaster relief organizations. However, recognizing the broader market
potential, they've strategically diversified their product line. Today, ProDoc offers a
wide range of freeze-dried gravy items, sabji, rice dishes, sweets, and even Jain-
friendly options, catering to a wider customer base.
• Shifting Distribution Channels: ProDoc has likely transitioned from relying solely
on bulk orders to exploring new distribution channels. This involve establishing
partnerships with retail stores, both physical and online. Additionally, their online

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 marketing efforts are crucial in reaching a geographically dispersed customer base
and promoting their products directly to consumers.

Evidence of Growth:

ProDoc's success in the Growth Stage is evident in several ways:

• Increased Brand Recognition: Their initial marketing efforts to educate consumers

about freeze-dried food have paid off. ProDoc is now a recognized brand in many
places, associated with convenience, quality, and innovative food preservation.
• Sales Growth: The company is experiencing significant sales growth due to the
expanded product range and wider distribution channels.
• Customer Loyalty: By offering high-quality products and excellent customer
service, ProDoc is building a loyal customer base who appreciate the convenience
and variety of their freeze-dried meals.

Strategies for Continued Growth:

To maintain momentum in the Growth Stage, ProDoc can consider these strategies:

• Product Line Extension: Continue introducing new flavors, ethnic cuisines, or

single-serve options to cater to different customer preferences and dietary needs.
• Distribution Channel Expansion: Explore new distribution channels like online
marketplaces, subscription services, or partnerships with airlines or travel companies
for travel-ready meals.
• Marketing and Customer Engagement: Utilize social media marketing, influencer
partnerships, and loyalty programs to increase brand awareness and customer
engagement.
• Focus on Customer Service: Providing excellent customer service and addressing
feedback effectively will encourage repeat business and positive word-of-mouth
marketing.

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MATURITY STAGE:

• ProDoc will eventually reach maturity when market saturation occurs and sales growth
plateaus. Competition might intensify, and ProDoc will need to focus on product
innovation, brand differentiation, and potentially explore new markets (exports) or
customer segments (bulk orders) to maintain market share.

DECLINE STAGE :

• In the decline stage, sales will gradually decrease due to factors like changing
consumer preferences or technological advancements. ProDoc might need to consider
product reformulation, cost reduction strategies, or even product discontinuation if
certain categories become unprofitable.

CONCLUSION:

ProDoc Foods Pvt. Ltd.'s journey through the Product Life Cycle (PLC) exemplifies a
company capitalizing on innovation. Having entered the market in 2015 as a pioneer in
freeze-dried ready-to-eat meals, they successfully navigated the challenges of a new
technology. Now firmly established in the Growth Stage, ProDoc is experiencing
significant sales growth and brand recognition.

Their strategic expansion from bulk orders to a diverse retail and online presence, coupled
with a growing product portfolio catering to various dietary needs and taste preferences,
demonstrates their commitment to customer satisfaction. By continuing to leverage online
marketing, explore new distribution channels, and prioritize customer service, ProDoc is
well-positioned to maintain momentum in the Growth Stage.

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3.8 MARKET SEGMENTATION:-

Chart 3.2: Major Market Segments As per ProDoc

Customisation Bulk Orders

Export Retail

Market segmentation is the practice of dividing your target market into approachable
groups. Market segmentation creates subsets of a market based on demographics, needs,
priorities, common interests, and other psychographic or behavioural criteria used to better
understand the target audience. ProDoc Foods Pvt Ltd segregate its market in four segments
which are as follows:

1. Customisation

Firstly, the company caters to clients seeking customized food solutions. This segment
comprises businesses and individuals with specific dietary requirements or preferences,
who value tailor-made products to meet their unique needs.

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2. Bulk Orders

Secondly, ProDoc serves clients placing bulk orders for preserved foods. These clients
include wholesalers, distributors, and foodservice providers who require large
quantities of preserved products for resale or use in their operations.

3. Retail

• Thirdly, the company targets retail outlets looking to stock preserved food products
on their shelves. This segment encompasses grocery stores, specialty food shops, and
online retailers seeking high-quality preserved food items to meet consumer demand.
• As part of its market segmentation strategy, ProDoc Food Private Limited also targets
international markets through its export division, which operates through third-party
intermediaries. This segment includes foreign businesses, importers, and distributors
seeking preserved food products from reliable suppliers for distribution in their
respective regions.

4. Export

• In the export segment, ProDoc collaborates with trusted third-party partners who
oversee various aspects of the export process, including logistics, customs clearance,
and distribution. These intermediaries play a crucial role in facilitating smooth
transactions and ensuring compliance with international trade regulations.
• By leveraging third-party intermediaries for its export operations, ProDoc can focus
on producing high-quality preserved food products while leaving the complexities of
international trade and distribution to experienced professionals. This approach
allows the company to expand its reach into global markets efficiently and effectively,
tapping into new opportunities for growth and revenue generation.

By segmenting the market in this manner, ProDoc Food Private Limited can tailor its
marketing efforts, product offerings, and distribution channels to effectively meet the needs
of each customer segment, thereby maximizing its market potential and driving business
growth.

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3.9 PROMOTIONAL TOOLS:-

ProDoc Foods Pvt. Ltd., a leader in freeze-dried meals, understands the importance of
reaching a diverse customer base. They strategically employ a combination of sales
promotion, online marketing, and word-of-mouth marketing to achieve this goal.

1. Sales Promotion:
• Dedicated Sales Team: ProDoc Foods Pvt. Ltd. has assembled a team of sales
representatives who work diligently to establish partnerships with potential
business partners and retail shops. This proactive approach ensures their freeze-
dried meals are readily available in convenient locations, increasing brand
visibility and accessibility for consumers.

2. Online Marketing:
• Social Media Engagement: ProDoc Foods Pvt. Ltd. leverages the power of
social media platforms to connect directly with potential customers. Engaging
content showcasing the ease and versatility of their products, along with
mouthwatering recipe suggestions, can generate excitement and brand
awareness.
• Targeted Online Advertising: Utilizing online advertising platforms allows
ProDoc Foods Pvt. Ltd. to target specific demographics and interests. This
ensures their product reaches the most relevant audience, maximizing the
impact of their marketing efforts.

3. Word-of-Mouth Marketing:
• Customer Satisfaction: ProDoc Foods Pvt. Ltd. prioritizes customer
satisfaction by offering high-quality, delicious freeze-dried meals. Positive
experiences encourage customers to spread the word organically, recommending
the brand to friends, family, and online communities.

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 • Customized Food Dehydration: A unique aspect of ProDoc Foods Pvt. Ltd.'s
service is dehydrating home-made meals for customers. This personalized
approach fosters a strong sense of trust and loyalty. Clients who share their
positive experiences with this service can significantly boost brand awareness
through word-of-mouth marketing.

By implementing these comprehensive marketing strategies, ProDoc Foods Pvt. Ltd.

ensures their freeze-dried meals reach a wide audience. Their commitment to sales
promotion, online marketing, and fostering positive word-of-mouth creates a strong
foundation for continued success in the convenient and delicious home-style meal market.

3.10 PRICING METHOD:-

ProDoc utilizes a strategic tiered pricing structure to maximize sales reach and incentivize
participation across its distribution network. Retailers, the final point of sale for consumers,
benefit from the highest margin of 15%. This encourages them to stock ProDoc's products
prominently and actively promote them to their customers. Wholesalers, who purchase in
bulk and resell to retailers, enjoy a 10% margin, rewarding them for efficient distribution
within their territories. Finally, stockists, who buy in even larger quantities for further
resale, receive a 5% margin. This tiered system motivates each level of the supply chain –
retailers, wholesalers, and stockists – to actively participate in bringing ProDoc's products
to market.

Table 3.1: Pricing Chart

No Product Packaging Maxim Company Stockist Wholesaler Retailer

Name Nt Water -um Selling Margin Margin Margin
Wt Wt Retail Price (5%) (10%) (15%)
Price
1 Pav Bhaji 65 200 129 97 4.86 10.2 16.83
2 Dal 80 150 189 142 7.11 14.94 24.65
Makhani
3 Jain Dal Fry 60 190 109 82 4.10 8.62 14.22
4 Punjabi 65 150 179 135 6.73 14.15 23.35
Gravy

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5 Veg 70 170 169 127 6.36 13.36 22.04
Makhanvala
6 Paneer 80 160 209 157 7.87 16.52 27.26
Butter
Masala
7 Dal Khichdi 70 190 129 97 4.68 10.20 16.83

8 Masala 55 200 119 90 4.48 9,41 15.52

Khichdi
Kadhi
9 Gajar Ka 120 100 189 142 7.11 14.94 24.65
Halwa

10 Freeze Dry 50 200 199 150 7.49 15.73 25.96

Kesar
Mango

3.11 SALES FORCE MANAGEMENT:-

ProDoc Foods Pvt. Ltd. employs a strategic indirect sales force model to promote its
products and reach customers across various regions. This approach leverages the expertise
and resources of super stockists while ensuring cost-efficiency. Its key players are as
follows:-

1. Super Stockists:
These independent businesses act as a bridge between ProDoc Foods and regional
distributors. They purchase products in bulk at wholesale prices from ProDoc and then
manage the distribution network within their designated territory.

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 2. Regional Sales Teams:
Each super stockist builds and manages dedicated sales teams focused on specific
regions like Saurashtra or Ahmedabad. These teams are responsible for promoting
ProDoc products to distributors, retailers, and potentially even end consumers
depending on the product line.

3. Commission Structure:
ProDoc dissociates itself from the commission structure of the regional sales teams.
Super stockists determine commission rates for their sales personnel based on their own
internal structures and performance metrics.

Considerations for Success:

• Alignment of Objectives: Ensuring clear alignment between ProDoc's sales goals

and the objectives of the super stockists is crucial. Open communication and
performance monitoring are essential to guarantee both parties are working towards
mutually beneficial outcomes.

• Quality Control: ProDoc needs to establish clear quality control measures and brand
promotion guidelines to ensure super stockists are representing the company
effectively and maintaining brand integrity throughout the distribution chain.

3.12 EXPORT PROCEDURE:-

ProDoc Food Private Limited leverages strategic partnerships to extend its product reach
beyond India. A key example is their collaboration with Egg Mania, a popular franchise
operating in the US and Canada. Under this agreement, ProDoc produces dehydrated
gravies based on Egg Mania's specific recipes.

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While ProDoc focuses on its expertise – crafting high-quality dehydrated food products –
the export process involves a unique collaboration. The dehydrated gravies are initially
supplied to the Egg Mania branch in Surat, India. This branch then acts as the export hub,
facilitating the shipment of ProDoc's gravies to Egg Mania franchises abroad. This model
allows ProDoc to maintain control over production while Egg Mania utilizes its established
distribution network for international expansion.

This win-win partnership exemplifies ProDoc's innovative approach to reaching global

markets. By collaborating with established players like Egg Mania, ProDoc gains access
to international markets without directly managing the complexities of export logistics
and regulations.

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