MADnificient

PRE-INDUCTION CASE STUDY COMPETITION

ABC is a start-up backed by several marquee investors. The company is trying to sell vegetables directly
to end consumers (Indian) procuring daily harvested vegetables from farmers (Farm to Fork). The
company is trying to build an E-Commerce platform where End consumers can directly purchase
vegetables from farmers nearby.

Business Objective-

1. Rural development through more cash flow directly to the farmers. Elimination of several
middle-men associated with the supply chain of vegetables.
2. Common people will be having an access to fresh, daily harvested & quality vegetables.
3. Selling vegetables at a lower cost from the present market rate.
4. Making farmers a brand.
5. Reduction in wastages of vegetables.

Customer Description-

1. Business to Consumer -Common People- Lower Middle class, Upper Middle class.
2. Business to Business- Hotels, Restaurants, Canteens etc.
3. Geography- Urban, Semi-Urban & Rural.

Problems Faced during pilots (In sales) -

1. Most vegetable buyers in India want to touch & feel vegetables before buying the same. They
are little uncomfortable buying vegetables online.
2. Customer repetition is low.
3. Packaging of vegetables (Note-Vegetables are perishable item).
4. Acquiring new customers.

The Leadership council decided that they had to increase the sales massively to take the business to
greater heights. You are the Senior Manager for Sales Strategy & Growth of ABC and now you have
been tasked with devising a ‘Sales Strategy' that can increase the sales of vegetables. You have a week
(7- days) to come up with the 3-month plan (A campaign that will be run for an entire quarter).

Psst!!!

We have kept the case open-ended so feel free to make ALL the assumptions but do highlight them in
your presentation. There are innumerable variables that you can include in your estimation. The more,
the merrier.

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Guidelines
• Deadline for submission is EOD, 19th July 2021.
• The submission can be a PPT or PDF document. Maximum of 10 slides can be
submitted.
• Naming convention for the submission is FullName.filetype (e.g., ArkaPal.pdf)
• The file size should not exceed 10 MB.
• The submissions should be uploaded to -
• Top 3 submissions will be given goodies and the winner will directly called for the
interview round during club committee selection process.
• Add as many references to back up your estimates.

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