Our Main Objectives are following;

1. Due to unawareness of taste and nutritional values of our product in Pakistan our first objective is to create this among the people.

 

2. Our aim to capture 5-10 % canned ready to serve product market in Pakistan in first year.

 

3. We want to sell our 5 % shares into the market in first year.

 

4. Our selling target for first year is 990000 Rs. / month.

 

5. To acquire expected profitability.

 

6. Our key objective is customer satisfaction.

Mushroom, technically confined to members of a family of fungi with gills, but in popular usage any of the larger fleshy or woody fungi. The application of the term mushroom to edible species only and the term toadstool to those considered poisonous or otherwise objectionable has no scientific basis. For example, two poisonous fungi may be less closely related than are a poisonous species and an edible one.

Of the thousands of species of mushrooms known throughout the world, the great majority are tough, woody, bitter, tasteless, or of such rare occurrence that they are of no interest as food. A few species produce death or serious illness when eaten. No simple rule exists for distinguishing edible and poisonous mushrooms, but the characteristics of the more common edible species can be readily learned, and collecting activities should be confined to such species. Morels, puffballs, and other species described below are not ordinarily confused with dangerous types; whenever doubt arises, the only safe procedure is to discard all suspicious mushrooms. Fresh commercially grown mushrooms can always be eaten with safety.

The mushroom species usually grown commercially attains a size of 5 to 10 cm (2 to 4 in) tall and has a fleshy cap from about 2 to 10 cm (1 to 4 in) across. When the mushroom is ripe, the cap is white or slightly brownish above and pink on the underside. With age, the entire fruiting body changes to dark brown. In the young mushroom the margin of the cap is jointed to the stem by a membranous collar, which breaks at maturity to expose the gills on the undersurface of the cap.

Mushrooms are cultivated commercially in caves, dark cellars, or specially constructed mushroom houses in which the proper humidity and temperature are maintained. They are grown in beds consisting of a mixture of rotted manure and chemically treated straw, over which a layer of soil (casing soil) is spread. The vegetative portion of the fungus, known as the mycelium, or spawn, is used for planting, or spawning, the beds. The mycelium is grown in pure culture under laboratory conditions, thus ensuring freedom from insect and fungus contaminants. In a few weeks the spawn invests the entire bed, and the mushroom fruiting bodies, or sporophores, begin to appear. Several flushes, or crops, of mushrooms develop in this manner from each spawning. The mushrooms are harvested at frequent intervals and transported promptly to market.

The field or garden mushroom is a common and widespread species in pastures, grassy areas, and manured fields during the summer season. It has the same desirable qualities as the cultivated species, and until recently both were considered forms of the same species.

The chanterelle, a gill fungus with a nutlike flavor, has been popular in Europe since ancient Roman times. Chanterelles are abundant in coniferous and hardwood forests in midsummer. This mushroom grows from 5 to 10 cm (2 to 4 in) tall and has an irregularly lobed orange or yellow cap that is funnel-shaped when young, but that expands and becomes depressed at the center as it ages. The crisp, heavy specimens are the most desirable for eating.

The edible pore mushrooms grow in open deciduous woods during summer and early autumn. The king boletus has a stem 5 to 15 cm (2 to 6 in) tall and a fleshy, brown cap 10 to 15 cm (4 to 6 in) across. The cap is covered with a network of fine veins that are white when young and change in stages from yellow to a greenish hue as the mushroom ages. This mushroom is most tender when the veins are pale yellow. Many other species of the same genus are suitable for food.

The oyster mushroom has a pleasant, oysterlike flavor and is often prepared by dipping in egg and frying slowly. This mushroom grows in bracketlike clusters on decaying tree trunks. It is almost stemless. The fleshy, tender cap is 8 to 13 cm (3 to 5 in) across, tawny olive-colored when young, but fades with age. The oyster mushroom is abundant from June to November.

The sulfur mushroom develops on rotten logs, stumps, and even on standing trees, producing a brown wood rot. The fruiting bodies, appearing from late summer through fall, develop as bright-orange and yellow rosettes or as a series of fan-shaped shelves. These mushrooms may reach a breadth of several meters and a weight of several kilograms. Spores are produced in enormous numbers in minute pores on the lower surface. The fungus is edible if gathered in the young, growing stage, but rapidly becomes dry, tough, and honeycombed by insect larvae.

The shaggy-mane is a common and widespread mushroom species appearing from spring until fall in lawns, gardens, and other open spaces. This species grows singly or in clumps and may occur in the same area year after year. It is easily recognized by the attractive cylindrical caps, which are rounded above, up to 5 cm (2 in) wide and 15 cm (6 in) long, and covered with soft, shaggy brown scales. The caps do not expand with maturity, as in most other mushrooms, and the tightly packed gills soon dissolve into a black, inky fluid. The shaggy-mane is considered one of the choicest edible species. Blackened portions should be discarded before the mushroom is eaten. Some related species cause poisoning when alcohol is taken within five days after ingestion of the mushroom.

The giant puffballs do not resemble ordinary mushrooms in shape. They are very large and globose, are 8 to 51 cm (3 to 20 in) in diameter, and have no gills or pores; the spores are borne internally. The fruiting body is creamy white in the edible stage but later becomes brown and powdery and unsuitable for food. Puffballs grow in grassy places and at the edge of woods during late summer and early fall. They do not resemble poisonous or otherwise offensive fungi. Other puffballs are edible as long as the tissues within are not discolored or larva-infested. Species that are brown to purple within should be avoided.

The true morels and related species are excellent edible forms. They grow about 5 to 10 cm (2 to 4.5 in) tall and have a cap about 2 to 3 cm ( to 1.5 in) wide. The cap is greenish-yellow to dark olive in color and is ribbed and pitted like a honeycomb. Morels are commonly found in the spring in old apple orchards and woods, especially under butternut trees, and on burned-over land or areas where wood ashes have been scattered. The morels should not be confused with the false morels, the edibility of which is definitely suspect.

Truffles, especially the Périgord truffle, are subterranean European fungi and probably the most highly prized of the edible fungi. The flesh of all truffles is nearly white when young; as the truffle matures, the flesh becomes darker with a marbling of lighter tissue. Because truffles have a distinctive odor, their underground location may be determined by animals trained for this purpose. Pigs and dogs are the usual truffle hunters. Truffles and the livers of fattened geese are the chief constituents of pâté de foie gras.

The number of poisonous fungus species is probably more than 200. Many mushrooms formerly considered doubtful or poisonous have been found to be edible. The original misconception in these cases probably resulted from observation of sickness following the consumption of mushrooms that were no longer fresh and that contained poisons that were similar to those generated in putrefied meats and vegetables.

Some mushrooms, however, especially amanitas, are extremely poisonous and are often fatal if ingested by humans. They contain organic toxins that destroy cells in the central nervous system, blood vessels, kidneys, liver, and musculature. Medically, the most important toxins formed by fungi are ibotenic acid, muscarine, monomethylhydrazine, and the amatoxins. Ibotenic acid is the principal toxin in the fly amanita, even though muscarine is so named because it is found in that mushroom; muscarine is also synthesized by other poisonous mushrooms. Monomethylhydrazine occurs in the poisonous false morels, which may be mistaken for true morels. See Toxin.

The amatoxins of amanitas cause severe abdominal cramps, nausea, vomiting, and violent diarrhea. Jaundice and cyanosis often develop, followed by coma and death. Symptoms usually become apparent 8 to 12 hours or even longer after the mushroom is eaten; death follows in 2 or 3 days. Treatment for poisoning by amatoxins and muscarine is supportive after the mushrooms have been cleansed from the gastrointestinal tract. Thioctic acid is administered to individuals poisoned by amatoxins, but its effectiveness is uncertain. Atropine is an antidote for muscarine poisoning but not for other poisons produced by fungi.

Amanita is common in open woods, wood margins, and roadside places, from early summer until frost. It is 10 to 20 cm (4 to 8 in) tall, with a cap 10 to 15 cm (4 to 6 in) broad. The cap is scaly and brightly colored, usually orange-yellow to pale yellow. The flesh is yellow just beneath the skin, but the inner flesh is white. The white and scaly stem is bulbous at the base and bears a soft torn frill or ring close to the top. The gills are white or pale yellow. The specific name and the common names are derived from its property of poisoning flies.

The death cup, or death angel, and three related species are the most deadly mushrooms known. Most other amanitas are poisonous or suspect. An exception is Caesar's amanita,an edible mushroom popular since Roman times.

Jack-o-lantern is a saffron-yellow gill mushroom that grows at the bases of decayed stumps. The stem is 7 to 13 cm (3 to 5 in) tall, and the cap is 7 to 13 cm (3 to 5 in) wide. In shape it bears a resemblance to an edible mushroom of the same genus, the short-stem giant clitocybe, which has a large cap when mature and is white to tan in color.

Many other mushrooms are generally avoided because, like Satan's mushroom, their edibility is doubtful, or because, like stinkhorns, they have a disagreeable odor. The so-called emetic mushroom and its near relatives should be avoided.

Scientific classification: Mushrooms make up the family Agaricaceae. The species usually grown commercially is classified as Agaricus bisporus, the field or garden mushroom as Agaricus campestris. The chanterelle is classified as Cantherellus cibarius. Pore mushrooms make up the genus Boletus. The king boletus is classified as Boletus edulis, the oyster mushroom as Pleurotus ostreatus, the sulfur mushroom as Polyporus sulfurreus, and the shaggy-mane as Coprinus comatus. Giant puffballs belong to the genus Calvatia; other puffballs make up the genera Lycoperdon and Scleroderma. The true morel is classified as Morchella esculenta. False morels belong to the genus Gyromitra. The Périgord truffle is classified as Tuber melanosporum. Amanitas make up the genus Amanita. The fly amanita is classified as Amanita muscaria, the death cup as Amanita phalloides, and Caesar's amanita as Amanita caesarea. The jack-o-lantern is classified as Clitocybe illudens, the short-stem giant clitocybe as Clitocybe gigantea, Satan's mushroom as Boletus satana, and the emetic mushroom as Russula emetica.

Contributed by:

1. We have our own Mushroom form no problem of mushroom supply.
2. Hygienic product & competitive prices, sellable to all the super market, whole sellers & retail shop.
3. Own distribution system.
4. Skilled & trained staff.
5. 4 year shelf life of the product.
6. We are using modern machinery for the cleaning, cutting & packing of mushrooms.
7. All the ingredients are available within the country.
8. No preservatives are used.

1. Little experience of marketing.
2. Low production capacity.
3. Dependent on the supplier of packing cans.

1. Low competition from the local companies.
2. People will prefer ready to cook Mushroom to save their time during cooking.
3. Low product development cost.
4. Increase in population that’s why increase in why increase in consumption.
5. Awareness to eat healthy food.
6. Increase demand for low price goods.

1. High rate for taxation by the Govt.
2. High rate of transportation & distribution charges.
3. Uncertain law & order situation.
4. Economic condition of the country.
5. Only few people are aware with the usage & nutritional qualities of the mushrooms.
6. Trend to use imported products.
7. Difficult to acquire sufficient supply of water for cultivation of mushroom.

Need Recognition :

1. It is ready to cook and may help woman especially working class to save their time during cooking.
2. It is clean & carefully checked that it is non-poisonous.
3. We are using simple chemical i.e. citric acid processing so it is fit for health conscious people.

1. Personal Sources : Family, friends, neighbors, relatives, colleagues.
2. Commercial Sources : Advertising, sales people, displays, and neon sign boards.
3. Public Sources : Mass Media.
4. Experiential Sources : Using the product.

1. Our attributes include : ready to cook, fresh, long shelf life of 3 yr., easy to use, low price, readily available the rough out the yr.
2. Degree of importance :

1. Valuable among the diet conscious people.
2. Time saving and ready to cook.

1. Brand Belief.
2. Total product satisfaction : Our products will satisfy the needs of customers b/c our products is easily available and affordable.
3. Evaluation procedure : Consumer prefer our products b/c of lower in price and good in quality.

Purchase decision :

Instead of buying expensive imported products, consumer will prefer to go for the low price products. They make purchase intentions based on factors such as expected price.

Our claim is reasonable b/c our product is really time saving, easy to use that’s why the buyer will buy the product again, since the urban life style of Pakistan is very busy.

Especially urban areas of Pakistan, which is mainly, focus on Karachi, Lahore and Islamabad.

Age : 25 to 40 years.

Gender : Basically female.

Family size : Big family size adversely effect the product consumption and opposite is good farmer marketing point of views.

Family life circle : Young and more conscious about their health.

Income : Rs. 15,000 - 20,000 / month.

Education : Graduate, Post graduate.

Social class: Upper middle.

Lower upper

Middle upper.

Life style : Our target market is burger life style while kinds to buy every new product as they want short time for cooking. They can also resist to our product b/ they are fond of imported products.

Occasion : Refular occasion.

Benefits : Quality, economics, and convenience.

User status : Nonuser and first-time user.

Usage Rate : light use.

Loyalty status : Medium.

Readiness stage : Unaware.

Attitude toward product : Indifferent & towards positive.

Our company slogan time saving & ready to use uplifts our position in canned market.

Our positioning strategies based on our slogan is that ready to used and easily serve.

Mushroom fresh is different from other canned products b/c they are new, fresh & very simple to use.

1. Fresh
2. Long shelf life of 3 years.
3. Safe and convenient in use
4. Low price
5. Readily available through out the year

1. Clean and hygienic
2. Time saving
3. Specific pack size which is developed for one time usage

We have these departments in our company

1. Finance and Administration department
2. Quality Control Department
3. Processing and Manufacturing department
4. Marketing and Sales department
5. Purchase department
6. Agricultural department

We have following suppliers, which keep us in operation.

1. Tin Can supplier (A new launched local company)
2. Chemical Supplier (Import Trade)
3. Packaging Supplier (Shippers supplier, Dyamer Packages)
4. Agricultural Assessors supplier (Novartis)

The current situation is not bad for our growing business. Our business mainly competed by chines products. We are in greater in quality, variety and availability than our chines competitor. Our pack is very attractive and useful than our competitor. Recently a Pakistani co. has launched same mushroom (in polytehene, and dried type mushroom) product (in Lahore), but we are superior to that due to long

Our main targeted culture is Western type culture.

Our targeted life style is Burger life style

Our targeted class is "Middle-Upper Class" Which mostly comprises on Burger Life style and Western type culture.

Increase in population trend of Pakistan is potential indication of growth of our product due to probable increase in number of our customer.

The increase in working class women trend in Pakistan is favorable for our product.

It is not great concerning factor, but it may help us in growth if trend i.e. shifting from villages to cities more.

This is very critical factor for our growth, b/c the higher the education, will be facilitated the effective campaign of awareness of our product. This factor also responsible for health and way of living factors which are affecting us.

This matter is so serious which may causes death of a business. Especially for third world countries, which have very fragile economy this factor, is great concern. In current situation of Pakistan we are not sure about future of economy and affect of that. But in general by normal Pakistan economy, which have high rate of taxes, law purchase power leads a bad effect on our business.

The climate of Pakistan by recent research of Agricultural University of Faisalabad is favorable for number of Mushroom varieties.

We will use latest technology and machine to get more market opportunities.

We will follow policies & guidelines to deal with social responsibilities.

We will follow way to win consumer confidence.

Avoid threats and take advantage of opportunities & take proactive approach.

Our product is canned mushroom. Which is offered by us for general consumption, which might satisfy special & general requirement.

Mushrooms will give different taste and it will be economic also.

Quality : We are going to maintain our good quality so the customer will prefer, buy the product again.

Features : We provide different sizes of mushrooms for different recipes such as large mushroom for pizza.

Brand name : We are going to provide fresher & tastier & safer mushrooms every time.

We are going to provide for year shelf life.

Mushroom will be fresh and poison free.

Convenience -

Our product 'Mushroom fresh' can will be available in shops, general store, super market etc.

Our product will be bought by fast food restaurant & and chines restaurant for use in their recipe.

LINE EXTENSION : Under our brand name "Farm Direct Food Company we are going to launch different sizes of mushroom packaging.

Keeping in mind this strategy in future we will want to launch different other same type item by using our generic name "Fresh" i.e. Pepperoni Fresh

1. New Users : To capture more market share by introducing new eastern oriented recipes.

Protecting Market Shares

2. By continuos innovation by introducing new packaging styles, New sliced mushrooms, and different size and variety of mushroom.

We will introduce new vegetables by extension the pepperoni Fresh. By line extension , big, small, large mushroom.

In the first two years, we will follow challenger strategy.

We will attack our chines competitor by giving lower price, higher values (with recipes and nutritional facts) and new taste so we are having high risk by introducing new taste in our cultural and giving low price.

Enrichment : We are introducing varieties of mushroom.

By Pass Attack : We are introducing new products the Pepperoni Fresh.

We are going to offer canned mushrooms in oil, vinegar and citric acid. Our packing will be available in 500 g for Rs. 6. Its shelf life is 3 years.

We have selected our product brand name as Mushroom Fresh. It tells customer about our qualities as fresh and different product in Pakistan.

We are going to pack our mushroom in tin cans and the cans are designed in such a way that they can be recycled (Environment Friendly).

LABELING

We have developed the following label for our product

We have gathered the information about the current situation of the market of canned food by conducting various surveys & interviews. We contacted the wholesaler, distributors & retailers.

The current market situation of the canned food is not very encouraged , especially for mushroom because people are not aware about the taste and nutritional values of the mushrooms. So, we are planning to create awareness among the people by spending a big amount on advertisement and will try to create market for our product.

Adoption process include following stages:

1. Awareness : As there is unawareness about mushrooms in the market so we have to create awareness among our customers.
2. Interest : The consumer seeks information about the product when he will be aware about the taste usage and nutritional values of mushroom.
3. Evaluation : Since we are going to promote our product attribute and advertising strategy will be used this will push customer to evaluate the product.
4. Trial : Our awareness about the flavor, taste and delicious recipes about the mushroom will enhance the customer to try the product.
5. Adoption : After trying our product, the customer will be a regular user of our product.

We can differentiate our product from others, especially from vegetables on the basis of taste, clean, hygiene, non-poisonous, affordable, lower price, and long shelf life, readily available throughout the year.

RECIEPIES.

CHICKEN ROOL WITH MUSHROOM FILLING (Four people Serving)

6 chicken thigh fillets, 1 onion, chopped, 3 baron rashers, chopped 60 g Mushroom, stead, 2 tbsp. seeded mustard, 90 g Swiss cheese, 1 tbsp. oil, 15 g butter, 1 small chicken stock cube, crumbled, 1 cup water, 2 tsp. corn flour, 2 tsp. water, entia, free fat from fillets, flatten fillets with a meat mallet, heat a pan add onion and baun, cook, stirring, until onion ins soft. Add mushrooms, cook for a further 1 minutes; cool spread mustard over one side of each fillet.

Cut cheese into equal pieces, place cheese over mustard, top with mushroom mixture roll up fillets; serve with tooth picks.

Heat oil and butter in pan, add rolls, and cook with well browned all over. Transfer rolls to a heat proof dish 6 cup capacity, add combined stock cube and water. Cover and bake in moderate oven for35 minutes. Remove rolls from pan add blended corn flour and enter water to pass over heat until same boils and thickness. Serve sliced with sauce.