Baby Marine International : A Case Presentation

CONTENTS Baby Marine International Milestone Brand Introduction Objective & Competitors Target audience & Processing Quality Agenda & Certification Benefits Offered Positioning /Closing Sales Conclusion

Baby Marine International Milestone

Baby Marine International - Route to a world class marine conglomerate1969Weighed anchorIn 1969, Baby Marine Ventures sailed into the fishing industry with a fleet of trawlers for catching and harvesting seafood products in Kerala. Within a short span, they were one of the largest fishery companies in Kerala. It provided the impetus we needed to expand to Tamil Nadu, Karnataka and Mumbai. 1977We cast the net wideIn 1976, we acquired a seafood export plant in Kozhikode, Kerala and invested in the latest technology to enhance production capacity. In 1977, Baby Marine Ventures started exporting to Europe, USA, Japan, the Middle East, Far East, South Africa, Australia & New Zealand.

2002A refreshing sea changeThe baton was handed over to the next generation in 2002, who put in place a slew of measures that has resulted in enhanced productivity and seamless delivery.

Current ScenarioBaby Marine Ventures has risen to become one of the prominent players in the Indian Seafood industry with state-of-the-art factories approved for export across the world. From catching, harvesting, processing, freezing to transportation & logistics, our team ensures everything is done seamlessly. Currently we are also one of the largest producers of Frozen Head-On Shrimps in India.

The Baby Marine VenturesBaby Marine Ventures is today a conglomerate with over thousands of employees in India and abroad, and spans an array of businesses apart from Seafood that include: 

Health CareThe largest privately owned medical center in Kerala, ‘Baby Memorial Hospital’ is a 750 bed healthcare institution with unmatched quality standards. Its cutting edge technology and more than 120 highly qualified specialist doctors have made it one of the best in the sector. 

Financial MarketOne of the most respected brands in Kerala, “Hedge Equities ” has a growing pan-India presence with 160 branches across the country. 

Logistics & War e-housing“Modus Logistics” is a one-of-a-kind project in Kerala with the most modern facilities and 5,00,000sq.ft of storage space. It is currently contracted with several international electronic brands and India’s major FMCG players. 

Agriculture“Sindudurga Plantations” & “Vanarani Plantations” offer a wide range of products from Cardamom, Coffee, Rubber to Vanilla.

DairyThe second largest privately owned brand in Kerala, “Amrut Milk” is highly sought-after and is also ranked second in Kerala.

Real Estate & DevelopmentBaby Marine Ventures has invested in real estate via joint venture partnerships with reputed developers for commercial and residential complexes across the country.

Cold StorageAn offshoot of our cold storage operations, ‘Baby Aqua Foods’, Tuticorin & GRO Cold Storage, Cochin cater to a prestigious clientele in the seafood industry.   EntertainmentKerala-based “MAX LAB” is a leading production & distribution company with a reputation for delivering quality Malayalam movies and plans to launch future entertainment chains comprising multiplexes and food courts.   Paragon is a fusion of the Malabar region’s Moplah and Thiyya Cuisines. The master chefs at Paragon have ceaselessly innovated to transform the cuisine over the years. The restaurants reflect the influences from different parts of the world while retaining their traditional roots.Baby Marine Ventures have partnered with the Paragon group in their project s at Kochi and Thiruvananthapuram .

Brand Introduction

Baby Marine Ventures is one of the global leaders in the Seafood Industry with state-of -the-art factories located along the Indian coastline. From catch to destination, stringent adherence to the highest international quality norms has earned it recognition and certifications from global food health and safety organizations.Spanning more than four decades, the company is currently the largest producer of Frozen Head-On Shrimps in India. Baby Marine Ventures caters to a wide range of products that comprises Shrimps, Squids, Cuttlefish, Crabs, Fishes and value added Seafood. The Group has a diversified business portfolio that includes Cold Storage & Supply Chain, Agriculture, Real Estate, Healthcare, Entertainment, Restaurants and Financial Services.

SHRIMPS

SHRIMPSGlobally, shrimps have earned a reputation as one of the most versatile ingredients in menus and are prized for their size, tender texture, and mild flavor. As one of the hottest sources for high-end fresh shrimps, Baby Marine Ventures can offer you all this and more. HOSO/HO Body Peeled/HO Easy Peeled/Headless/ HLEP/PUDTO/PDTO/PUD/PDFarm-RaisedBlack Tiger, VannameiWild-CaughtFlower, White, Sea Tiger, Bamboo Flower, Karikkadi, Poovalan, Deep SeaVANNAMEI SHRIMP FLOWER SHRIMPBLACK TIGER SHRIMPWHITE SHRIMP

CEPHALOPODSCEPHALOPODSA favourable coastal climate, state-of-the-art technology and stringent quality control have enabled Baby Marine Ventures to offer the finest varieties of cephalopods in the world today – rich, smooth and full of flavour. From Cuttle Fish to Squid, it has resulted in a growing list of prestigious clientele who keep coming back for more. Whole/ Whole Clean/ Tubes/ Fillets/ RingsCuttlefishSquid:Loligo, Semi Needle, Needle, Aori

A SCHOOL OF FISH

A SCHOOL OF FISHThe best from the fisherman’s basketA delicacy in their own right, fish thrill taste buds and are highly nutritious. As the world’s prime source of high quality protein, low calories and omega-3 fatty acids, fish are one of top ten “super foods”. At Baby Marine Ventures, the freshness and premium quality of fish you get ensure exceptional flavor. Some of the popular species of fishes we supply include:• Indian Mackerel • Ribbon Fish • Grouper • Snapper • White Pomfret • Leatherjackets

Found in a wide range of marine habitats, crabs vary greatly in size and appearance, but many have delicious soft, moist, and sweet flesh . The brown meat, the internal organs (sometimes also called oily, or fatty, meat), is prized in some countries.

CRABS

VALUE ADDED PRODUCTSBaby Marine product range is exported under brand names:Ocean Star, Fishermen's Pride, Farmer's Pride and Sarass.They are packed in bulk or customized as per requirement of the Buyer

ShrimpsCooked / Blanched / IQF / Semi IQF / Brine FreezingSquidRings  & Tentacles

VALUE ADDED PRODUCTS

Objective & Competitors

To sale the company exclusive products category by creating awareness about company , products, services & benefits offered by the organization to the buyer /client.

To understand client strength ,weakness,oppurtunity & threat (SWOT) for successful sales completion.

Major competitors brands are.. IFB Marine Pvt ltd West Coast Fine Foods Pvt ltd Aquamarine Sea Food Specialties Abad Fisheries Pvt Ltd Empire Foods Pvt Ltd Resource International Pvt Ltd Fortune Gourmet Specialties Pvt Ltd Catch of Norway Pvt LtdThere are fresh sea food supplier too which are Devi sea foods etc…

Target Audience & Processing Quality

All Star hotels, Bar, All Restaurants including continental,Breweries,Resort,Clubs, Caterer & much more.

Agenda & Certification

To close deal by finalizing tender of “Baby Marine International” products of all brand ranges which has been source to cater business of Food Services.

Baby marine International certification are…

European Commission Approval – European Union (EU)The EU has established strict standards that allow only accredited companies to export to Europe. Baby Marine Ventures achieved its objective of meeting the standards required and was accredited by the EU.Food and Drug AdministrationThe US Food & Drug Administration (FDA), the world’s premier scientific, regulatory and public health agency, controls the introduction of seafood products into the US market. By ensuring its stock meets all stringent US hygiene and food safety criteria, Baby Marine Ventures was rewarded with the all-important FDA accreditation.BRC Global StandardsBRC is the industry-wide benchmark for quality and food safety in EU. Baby Marine Ventures earned its BRC accreditation by adhering to its stringent quality, safety and legal norms.International Food StandardBaby Marine Ventures is certified with IFS Food, a GFSI recognized standard for auditing FOOD SAFETY and QUALITY of processes and products of food manufacturers. IFS audit covers many requirements related to SPECIFICATIONS COMPLIANCE of EU countries.

Benefits Offered

Baby Marine International which is majorly involve in to Export based on there expertise and offer world best products compare to above competitors which are…

Baby Marine International meet the highest standards of quality and safety across all key competitor across world.

Baby marine has production capacity in different location of India which are Kerala, Mumbai Karnataka.

Provides reliable service while export to the client. Baby Marine International Social responsibility At Baby Marine Ventures, we lend a hand to society, ensure enriching relationships through

employee engagement and maintain the environment thus creating a better world that benefits all.Stringent compliance with the latest global norms for social responsibility has ensured Baby Marine Ventures fulfilled the social audit assessments conducted by renowned international retail chains.

Environmental Concerns Growth through sustainability and Environmental balance Baby Marine Ventures has always been an environmentally concerned organization. From planning

to production to sourcing of fresh catch we have undertaken measures for better sustainability. We avoid fishing during spawning periods and keep away from protected marine areas. We ensure non-destructive fishing methods and limit by-catch. We minimize wastage and recycle as much as possible of water and materials.

Positioning Positioning is an effort to influence consumer perception of a brand or product relative to the perception of competing brands or products. Its objective is to occupy a clear, unique, and advantageous position in the consumer's mind.Layers of positioning for * Hotels, Restaurants, Clubs ,Resort etc. it varies and strategy

should be adopted as per situation.

Existing Tenderer A-XYZ brand * Hotels,Resturants.Clubs Resorts etc Existing supplier

Tenderer B- Baby Marine International*New Supplier

•Product type- Sea Foods•Existing supplier & have annual contract•Contract ending period FY-March end

•Finding new opportunity/client•Initial communication•Fact finding ( why someone should buy from us)•Develop solution (offering business benefits & much more etc.•Tender evaluation ( looking towards various aspects of business to understand existing vendor by doing SWOT analysis.•Solution evaluation ( analyzing weaker section of vendor to counter with better offer to seal the deal)• Tender negotiation• Purchase order• Accountant Maintance

Conclusion

In context of conclusion I would like to say that I have summarize entire company along with major brands as well as clearly defined objective, audience, agenda,benefits offered to consumers as well as well positioning which I have taken utmost care to understand the customer along with existing supplier

As far as food services buying pattern relates which focus on different buying parameter biz. general purchase, annual contract, centralized contract, duty free debiting & much more which goes through different phases & require different dimension & time line which is not specific and depends.

Apart from above approach there are other factors which impact sales & help to close the deal without much discussion which are..existing good relationship with customers, face value in the market, depth of market knowledge, frequent interaction with executive chef, sous chef, F&B,EAM managers, purchase manager, banquet manager asst purchase manager etc.

Vote of Thanks

First of all I would like to thanks Baby Marine International great team,endevaour, & success of story which has given us valuable opportunity to work with BMI with successful entrepreneurs who had struggle a lot to bring this company at this level, which gave us immense pleasure to work with ,thanks all of you for providing such a nice opportunity & sparing your valuable time.