Marketing and Distribution of Mushroom

Ramesh and Suresh are two entrepreneurs. They have passed out from IIFT Delhi.
They thought of doing something different and decided to launch a branded range of
fresh vegetables in Indian markets. Having learnt of the future conventional foods,
they decided to venture into the cultivation of mushrooms first.

Mushrooms are known to be the best alternative food for vegetarians. For Ramesh
and Suresh fund raising was a serious handicap for mass production. However, the
first trial batch of mushrooms that they produced was bought by Social, Hauz Khas.
Further, the lounge placed orders for a supply of 20 kgs every day.

The mushroom industry is run by small entrepreneurs, like Ramesh and Suresh.
Another big player M/s Magic Mushrooms, equipped with cold storage facility was
more interested in the export market.
Ramesh and Suresh have set their sights high. They aim to sell mushrooms in a very
big way all over India. Mushrooms have a great market potential and is a perishable
food.

Questions
A. How will you advise Ramesh and Suresh, as how to increase the consumer
awareness about this new food? What would be a good Advertising and
Promotion mix for their fresh food venture?
B. What would be your suggestions for building a possible distribution channel
initially catering only to mushrooms?