MARKETING MANAGEMENT

ASSIGNMENT

Prateek Kumar Das UR21035

Shradha Suman Das UR21052
Subham Lal UR21058
Sushma Kumari Gond UR21062
Tapasi Choudhury UR21064
TABLE OF CONTENTS
Content Name Page Number
Introduction 1
Company 1
Customer 1
Competitor 1
Collaborator 2
Context 3
Introduction
The 5C's in marketing are

• Company
• Customer
• Competitor
• Collaborator
• Context (PESTEL Analysis)

Company

The company name is "Kalinga Marine and Services." This company deals with food
processing which will provide an excellent platform for small scale fishermen community of
Odisha Coastal region to sell their produce at a profitable margin.
We will provide another better platform to the fisherman community to sell their produce in
the market, which will help them to increase their income and drive them towards a better
lifestyle.
The Logo is

Customers
"Kalinga Marine and Services" basically target the small-scale Fishermen community
(Segment) residing in the Odisha Coastal area. Restaurants in urban areas, wholesalers, will
also come inside the customer radius of the company.
The fishermen of the coastal area are poor and backward in the case of education and
technology. So our channel of communication will be one to one in-person to maintain
transparency.

Competitors

Falcon Marine Ltd.

Chilika Fresh
The above two are established, competitors.

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 Falcon Marine Ltd.
• Falcon Marine: It's the most prominent marine food processing company in Odisha. It
has processing facilities in Ganjam, Puri, Bhadrak, Balasore, Kendrapara. It has
created a monopoly for more than 30yrs. "Kalinga Marine and Services'' will provide
new options for the fishermen to sell their produce.
• Falcon Marine is only restricted to marine food processing. Through Kalinga Marine,
a fisherman gets an option to sell their produce at a reasonable price and, using the
services (Workshops, Skill development), can get the required knowledge on how to
increase their productivity and maintain the quality.
• Besides that, Kalinga Marine will also provide automobile assistance (Repair, new
parts) for the boats, fishing ships that the fishermen use.
• Kalinga marine will also provide a middle man free platform which will be easy for
the fishermen to gain a good income.

Chilika Fresh:
• It's a government-run retailer shop with many outlets in Bhubaneswar that directly
deals with the fishermen.

How Kalinga Marine And Services is Different

• Kalinga Marine promises to provide better offers compared to its competitors.

• The company also plans to provide training to the fisherman community to enhance
their skills at low cost.
• Providing maintenance for any wear and tear to their equipment at lower costs. (i.e.
boats, fishing ships, electrical equipment used in shrimp farming)
• The company will provide free transportation for the produce to reach at the
processing plant.
• Collaboration with good restaurants in city will ensure the complete sale of their
produce at a profitable margin.
• The added feature of our service is we also provide a profitable market for dry fish,
which other competitors neglect.
• The price charged for the produce from the community will be on a higher side than
other competitors.
Collaborator

The various collaborators are

• Private investors
• Bank and cooperatives
• Service provider- Transportation agencies, Food packaging companies, Refrigerators
companies, Automobile agencies and instructors(those who conduct workshops and
training).

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 • Supply and distributor - Individual retailers, wholesalers, small fishing firms

Context
The abbreviation PESTEL stands for political, economic, social, technological,
environmental, and legal.

Political

• Odisha state has an extensive coastal line, and a large group of people were involved
in the profession of fishing. If we can help them develop their income and lifestyle
automatically, it will benefit the state economy.
• The level of corruption will be deficient because Kalinga Marine will be dealing
directly with fishermen without any help from middlemen. It will be helpful to
maintain transparency and build a level of faith among the customers of the company.

Economic

• Unemployment- Through our service, the unemployment rate for that fisherman
community will be declined. Moreover, employment opportunities for other third
parties will tend to increase, such as for travel agents, electronic companies and
maintenance service providers.
• The skill of the workforce will improve as our service will provide workshops to the
fishermen community.
• The economic growth rate will increase as the community will get better opportunities
to sell their products with a profit margin.
Social
Class structure-For generations, they have been working in this occupation, and it is
continuing the legacy. Most of the new era focuses on the fishing occupation, and they are
not aware of the other options.
Technological

• They are not utilising the technology in an efficient way.

• Through our service, we are acquainting the fisherman community with modern
technologies that will help to improve in their occupation.

Environmental

As Odisha is a cyclone-prone area, most of the livelihood is affected by cyclones. Our

company will try to provide initiatives to the fisherman communities and try to give every
support so that their occupation is not affected.

Legal

They are dedicated to follow all the norms and policies and executing the work obeying all
rules and laws.

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