 GENERAL INFORMATION

 Name - KRISHNA YADAV

 Age – 54 yrs.
 Education – Illiterate
 Hometown – Bulandsher Uttar Pradesh

 SPECIFIC INFORMATION
 Owner (& founder) of – Shree krishna pickles
 Work Profile – Agro based Food processing industry

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 Budding of the idea

 Borrowed a sum of Rs 500 and Shifted from Bulandsher to Delhi to get training from krishi
vigyan kendra.

 After training krisnha invested a sum of 1,000 and prepared the pickle . Earned a profit of Rs
3,250 from selling the pickle which encouraged her.

 Krishna’s husband market the pickle on carts in the crowded streets .

 Introduced new variety of pickle on demand of customers.

 Selling pickles through various E commerce Websites

 Today krishna Yadav business is blooming with krishna pickle marked its space in market

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 Selling 60 varieties of pickles, Murraba and chutney .

 Shree Krishna pickle is available online and offline with branches in Delhi.

 Developed a good customer base and have good sales with annual turnover in lakhs

 Marketing product trough social media platforms.

 Providing quality pickle at reasonable rate

 Adding new varieties and excluding old varieties according to customer reviews .

 Providing employment and training to women from villages

 Major customer’s – household’s, restaurants.

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1)Product 3)Place
a) Assured fair quality a) Road side areas

b) Satisfies the needs of the costumer. b) crowded markets of the city

c) Taste good and made from wholesome ingredients c) online websites

2)Price 4)Promotion
a) Inexpensive range-from Rs.50 to Rs.300 at. a) publicity /public relations word of mouth.

b) Price depending on quality and varieties . b) Promotion through internet.

c) offering product at competitive prices . C) personal selling

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1) Segmentation 3) Positioning
a) On the basis of gender-No a) Evaluation by brand image by

b) On the basis of age-No b)quality product.

c) On the basis of demography:-No

2) Targeting
a) Product specialisation:-pickle

b) Nature of product:- consumable.

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STRENGTH
a) Strong domestic demand – pull
b) Government support for availability of land and labor

WEAKNESS
a) Inconsistency in out put policy
b) Poor technology transfer
c) Inadequate market linkages
d) Small and scattered production
e) Seasonal availability of vegetable and fruits

OPPURITINES
a) Generate rural employment
b) Government aids for food processing unit\

THREAT
a) Quality and food safety need to be assured
b) Traditional preference for home cooked pickle in rural market

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