IB PRESENTATION

Submitted to
Prof. Balasubramanium
Group Members
 Ritu Bhattacharya 07
 Chanky Jain 33
 Tapesh Joshi 35
 Ajinkya Lavate 49
 Pratik Modi 56
 Deepali Sawant
COUNTRY MAP
SECTIONAL MAP TO FOCUS ON LAUNCHING MKT
HISTORY REGARDING..

INDEPENDENCE
 This nation was founded by thirteen colonies of Great
Britain located along the Atlantic seaboard.

 Tensions between American colonials and the British

during the revolutionary period of the 1760s and early
1770s led to the American Revolutionary War, fought
from 1775 through 1781.
 On June 14, 1775, the Continental Congress, convening
in Philadelphia, established a Continental Army under
the command of George Washington.
 CONT’D..
INDEPENDENCE
 The Congress adopted the Declaration of Independence,
drafted largely by Thomas Jefferson, on July 4, 1776.
which is now celebrated annually as AMERICA'S
INDEPENDENCE DAY.

 Later on Spanish–American War and World War I

confirmed the country's status as a military power.
 In 1945, the United States emerged from World War II as
the first country with nuclear weapons.
 History regarding..
GOVERNMENT
 The United States is the world's oldest surviving federation.

 It is a constitutional republic, where majority rule is tempered

by minority rights protected by law.

 It is fundamentally structured as a representative democracy,

though U.S. citizens residing in the territories are excluded
from voting for federal officials.

 The government is regulated by a system of checks and

balances defined by the U.S. Constitution.
 CONT’D..
GOVERNMENT

The federal government is composed of three branches:

 LEGISLATIVE: The bicameral Congress, made up of the Senate and

the House of Representatives, makes federal law, declares war,
approves treaties, has the power of the purse, and has the power of
impeachment, by which it can remove sitting members of the
government.

 EXECUTIVE: The president is the commander-in-chief of the

military, can veto legislative bills before they become law, and
appoints the Cabinet and other officers, who administer and enforce
federal laws and policies.

 JUDICIAL: The Supreme Court and lower federal courts, whose

judges are appointed by the president with Senate approval, appoints,
interpret laws, and can overturn laws they deem unconstitutional.
 History regarding..
POLITICS
 The United States has operated under a two-party system for
most of its history.
 For elective offices at all levels, state-administered primary
elections choose the major party nominees for subsequent
general elections.
 The major parties have been the Democratic Party, founded
in 1824, and the Republican Party, founded in 1854.
 The winner of the 2008 presidential election, Democrat
Barack Obama, is the 44th U.S. president and the first of
mixed European and African descent. All previous presidents
had been men of European descent.
OVERVIEW OF USA

 The U.S., the USA, or America is a federal Constitutional

Republic.

 Comprises of fifty states and a federal district.

 With an area of 3.79 million square miles (9.83 million
km²) and with about 305 Million people.
 The United States is the third or fourth largest country by
total area, and third largest by land area and by population.
 The United States is one of the world's most ethnically
diverse and multicultural nations.
LOCATION

 America is bound by the Atlantic ocean on the east &

on the west by the Pacific ocean.
 It occupies a territory of 9,522,0572 sq.km primarily in
the mid latitude region of the North American
continental landmass.
 The territory comprises of 48 contiguous states and is
bordered by Canada to the north & Mexico to the
south.
 Alaska is bordered by Canada to the east & the Bering
Sea to the west,which separates it from Russia & Asia.
LOCATION CONTD..
 USA is the second largest country in North America after
Canada & the fourth largest in the world after Russia,
Canada & China.
 It has a diverse physical environment due to its location
in the mid-latitude region of the North American
landmass flanked by the Atlantic & Pacific oceans on
either sides.
 Land is 3,537,438sq miles.
 Water is 181,273sq miles.
DEMOGRAPHY

The united states is an urbanized ,with 80.6 percent of its

population residing in cities and suburbs.

 The total fertility rate estimated for 2007 is 2.09

 Total U.S. population has crossed 300 million mark as per the
survey carried out for yr 2008.
DEMOGRAPHY
 GROWTH RATE : O.97%

 BIRTH RATE : 14.2/1000

 INFANT MORTALITY RATE : 6.4/1000

 LIFE EXPECTANCY : 78
PEST ANALYSIS

Political analysis
Economical Analysis

HDI - 13th Rank

Inflation - 2.63%

Per capita income - $43,444

National Debt - $9.646 trillion

Poverty - 12.5%
Social Analysis

Population - 307,006,550
 ETHNIC GROUPS IN THE
UNITED STATES
 United States is a diverse country
 Six races are recognized:
i. White
ii. American Indian and Alaska Native
iii. Asian, Black or African American

iv. Native Hawaiian

v. Other Pacific Islander

vi. people of Two or more races

White Americans 80% of the U.S. population

CONT…
American Indian and Alaska Native 0.8% of the U.S. population

Black Americans 13% of the U.S. population

Native Hawaiian 0.14% of the U.S. population

Other Pacific Islander 3.76 of the U.S. population

people of Two or more races 2.3% of the U.S population

ASIAN INDIAN POPULATION BY U.S. STATES
State Indian population

California 449,722

New York 336423

New Jersey 228250

Texas 175608

Illinois 157126
LANGUAGE
Languages Population

English 216.8 million

Spanish 19.7 million

Chinese 2.2 million

French 1.9 million

Tagalong 1.3 million

Vietnamese 1.1 million

German 1.1 million

RELIGION
 The majority of Americans (76%) identify themselves
as Christians, mostly within Protestant and
Catholic denominations, accounting for 51% and 25% of the
population respectively.  Non-Christian religions
(including Judaism, Buddhism, Islam, and Hinduism), collectively
make up about 4% to 5% of the adult population. Another 15% of
the adult population identifies as having no religious belief or no
religious affiliation. According to the American Religious
Identification Survey, religious belief varies considerably across
the country: 59% of Americans living in Western states (the
"Unchurched Belt") report a belief in God, yet in the South (the
"Bible Belt") the figure is as high as 86%.
TRANSPORTATION
Technological Analysis

Universities - Harvard University , Stanford University ,

Massachusetts institute of Technology ,

University of California

Colleges - Williams College

Amherst College
Swarthmore College

Internet Users - 221 million

INTRODUCTION TO MANGO PULP
 Alphonso is the most delicious variety of mango.
 It is known for its golden hue, taste and aroma and accounts for
nearly 60% of the mango export trade from India.
 The Konkan region of Maharashtra, especially Ratnagiri and
Devgad, produces the best quality Alphonso mangoes.
 Maharashtra state government has been actively involved in
promoting and controlling the quality of mangoes being exported
 Mangoes 4 US strictly follows the guidelines set by the
Agricultural & Processed Food Products Export Development
Authority (APEDA).
 Only Good-looking and healthy mangoes with
sufficient stalk length are harvested at the mango
grooves.
 All the mangoes are carefully inspected before
packing.
PRODUCTS
 Major products of processed mangoes include mango
pulp/puree (approximately 13-18 Brix) and mango
concentrates (roughly 28-32 Brix). The term Brix is used to
measure the sugar content of mango pulp.

 These products are used to produce juices, nectars, jams and

multi-fruit beverages.

 They are also used as flavoring and ingredients for processed

food products such as ice cream, yoghurt and bakery products.
NUTRITION FACTS
 Mangoes are an excellent source of vitamins C and A, both
important antioxidant nutrients. Vitamin C promotes
healthy immune function and collagen formation. Vitamin
A is important for vision and bone growth.
 Mangoes are a good source of dietary fiber. Diets low in fat
and high in fiber-containing grain products, fruits, and
vegetables are associated with a reduced risk of some types
of cancer.
 Mangoes contain over 20 different vitamins and minerals.
PROCESS
 Production process involves washing, peeling,
slicing, pulp extraction, brix and acidity
adjustment, heating, cooling, packaging, and
storing.
EXPORT MARKETS
 India is the biggest exporter of mango pulp/puree,
followed by Mexico and Colombia.
 India controls 63% of the world market and 70%
of its exports goes to Middle East, 12 % goes to
Europe and North America takes 5%.
 Mango Production

1,000 Short tons

2000 2001 2002 2003 2004 %of

world(2004)

India 11,574 11,089 11,729 11,883 11,905 40.64%

China 3,539 3,608 3,873 3,936 3,948 13.48%

Thailand 1,801 1,874 1,874 1,874 1,874 6.40%

Mexico 1,719 1,739 1,679 1,657 1,657 5.66%

Pakistan 1,091 1,143 1,141 1,164 1,200 4.10%

Others 7,554 8,072 8,871 9,304 8,708 29.73%

World 27,278 27,525 29,167 29,818 29,292

IMPORT MARKET
 The biggest markets for these products are Middle East,
South-East Asia and North America.
 Middle East is price conscious market and it chiefly buys
Totapuri pulp/puree from India.
 Large numbers of expatriates from South Asia have settled
in North America and they are the main consumers of
mango products.
 Rotterdam in Holland has emerged as a trading hub for
mango pulp/puree in Europe and from where mango
pulp/puree is being supplied to many other parts of Europe.
GLOBAL SUPPLY OF MANGO PULP IN USA
 INDIA – USA TRADE RELATION
• Trade relations between the United States and India have been
problematic in the past

• The trade and investment reforms implemented by India over the

last 15 years have fostered improved trade relations

• The value of trade between India and the United States has picked
up dramatically over the last 20 years
CONT…
 In 2007, the U.S. merchandise trade with India
surpassed $40 billion for the first and grew at a
rate exceeding the average rate for the past five
years
 INDIA'S MAIN EXPORTS TO US ARE

precious stones,
metals
Iron/steel miscellaneous textile
Woven apparel article
products
Knit apparel Textile floor coverings

Machinery (taps,
valves,
transmission
shafts, gears,
pistons, etc)
Organic chemicals
Fish and seafood
INDIA IMPORTS
 Sophisticated machinery (computers and
components, gas turbines)
 Electrical machinery
 Medical and surgical equipment/instruments
 Aircraft, spacecraft (small aircraft)
 Precious stones
 metals (diamonds, not mounted or set),
 Jewellery,
 Organic chemicals
 Plastic
 AGRICULTURAL GOODS
U.S. Exports to U.S. Imports from
India India

Agricultural Goods - Total 300.0 1,327.1

Animals & Animal Products 6.6 327.9
Vegetable Products 232.0 754.4
Animal & Vegetable Oil & 18.1 43.8
Fats

Prepared Foods 42.6 200.7

In India and the United States, there is interest in improving market

access to each other’s markets in anticipation of greater trade in
agricultural goods. In 2006, the United States exported over $300
million in agricultural goods (including over $42 million in
prepared foods) to India, and imported $1.3 billion in agricultural
goods from India
 Food Law requirements by USA

Brix 16°B

Pulp Content 95 - 100%

% Acidity as C.A 0.5 - 0.85%

Net Weight 3.1 Kg

Vacuum 4" - 6" Hg

Taste and flavour Natural characteristic flavour of ripe Alphonso Mango fruit.

Color and Appearance Golden Yellow

pH 3.5 - 3.8

Sieve size 1/32"

Viscosity (ford cup No. 8) 25 - 30 seconds

Impurities Practically free from black specs and fibre. Not more than
   5 specs including peel particles per 10g of pulp

Pathogenic Micro Organisms - Negative

Microbiology    i) Yeast/Mould - Negative ii) Coliform Bacteria - Negative
   iii) E.Coli - Negative iv) Spores - Negative

Body: Exernally Gold Lacquered Internally Plain

Can Conditions Ends: Externally Gold Lacquered & internally Acid
   ResistanceLacquered (ARL) Free from denting

Package Labels 6 x 3.1 Kg cans in a 3 ply CFB box To be stuck properly

   so as to remain intact till the expiry of the product
 STRATEGIES REGARDING
DISTRIBUTION OF PRODUCT
FLOW CHART MANGO PULP

Orchard Process

Shipment
by Air Godown

Packing,Gr
Export ading

Retailer/
Institutional Godown
DISTRIBUTION CHANNEL

Pulp to storage house in USA via air cargo

Stored in refrigerated form

Distributed to retailer via refrigerated van

Tie up with WAL-MART.

WALMART PRESENCE
PACKAGING
 In tins weight

 1kg , 2 kg , 3 kg for retail customers

 5 kg and 10 kg for institutional customers

TARGET CUSTOMERS
 Indians in Texas , California , New york , New jersy , Illinois
INSTITUTIONAL CONSUMERS
 Indian Hotels (Patel Group)
Most Indian American hotel owners operate hotels in California, Florida,
 Georgia, Texas, New Yorkand New Jersey.

 Biscuits companies
INSTITUTIONAL CONSUMERS
• Event management companies (Marriage , B’day
parties)

• Beverages and juice making

companies

• Chocolate companies
 PROMOTION
Creating Buzz- Before Setup

Teaser Campaign

Bill Boards in
Newspapers TV Ads Specific
Cities
 Promotional
Program

BTL ATL
Activities Activities
Radio

Food Trade Tissue

Exhibitions shows Mall
paper
activities
Sponsorships marketing
Website
PRICING
 For retail customers
 1kg tin - 6$
 2kg tin - 11$
 3 kg tin - 16$
 For institutional customers
 5kg tin - 25$
 10kg tin - 48$