Question no.

1
Greenco is creating value by providing its customers the nutritious, tasty, healthy, and unique
frozen food range. The consumers who are conscious about their health are provided with
preservatives free frozen food for vegetarians and non-vegetarians. Greenco’s segmentation is
the areas where there are working women in households. They target that segment where people
were more conscious about the healthy frozen food. They position their product as unique in
nature in frozen food range for being nutritious, preservatives free, healthy and tasty.

Question no.2
Greenco should consider both B2B and B2C segments. They can sell their frozen food to the
restaurants, hotels and café in bulk quantity because they need the nutritious products as well.
And consumers would prefer to purchase them from retailers as well.

Greenco should avoid sending its products to Tiwari because it will send them under its own
brand name. And this product will lose its individual identity and consumers won’t buy it other
than the Tiwari brand name. So its objective to become strong retail brand will not be fulfilled.

Question no.3
Blast freezer provides better freezing but simultaneously the ice crystals issue arising from
power shortage while storing the frozen foods is similar for both Traditional freezing technology
and for Blast freezers. And cost of Blast freezer is higher despite the same issue of ice crystals.
They are at initial stages and they have resources constraint to purchase them. Along with this,
traditional freezer are installed and production is about to commence so it will add more cost in
shifting to Blast freezers.

Question no.4
They have to realize that the competitors already exist in the market and they must have attracted
many customers since they are operating. So, people would think many times to shift on a new
brand because loyalty has been established with existing brands. So, they are unable to charge
more than their competitors despite the competitive advantage they have because if customers
won’t be attracted then how will they realize the uniqueness their product offers. Street vendors
also exist over there.

Penetration pricing strategy is suitable for Greenco Enterprise. Because in this strategy
customers are offered low prices initially and when they get attracted and start purchasing then
the price gets increased.

Question no.5
Objectives: Objectives should be aligned with communication strategy because Greenco
objective is to offer its products to those who are health conscious but in communication there is
nothing related to health so it won’t work.

Audience: They people who are their target customers for that particular product. Likewise, the
health conscious people who avoid the preservatives in the frozen products will be the audience
of Greenco and they will communicate to them.

Messages: Messages should be designed in a way that it says it all about the product and rightly
interpreted by target audience.

Resources & Timescales: In order to deliver the effective message, enough resources should be
with the company and those resources that could work effectively in that time scale.

Question no.6
Greenco will transfer their products at the doorstep of their distributors by hiring a boy who will
provide transport services. They either transfer their products to the logistic partners by
maintaining logistic partners and then these partners will transfer these products to different
retail stores.

They should focus on hypermarkets and super markets because of the freezing facility over there
and shelf visibility. They should focus on distributors who will transport their products to the
markets and retail stores.