Developing marketing plan and pricing strategy for a cold chain food logistics company

Abstract

Sical Logistics Ltd is an integrated logistics solutions provider, established in 1955. Initially Sical operated in steamer agency, custom handling, Stevedoring and trucking businesses. It was acquired by Coffee Day Group in 2011 which has presence in diverse business such as coffee retail, IT solutions, embedded technologies and hospitality. Sical provides exclusive supply chain solution to 2000+ Coffee Day Retail Outlets with services including primary transportation, distribution and storage2. More recently Sical has forayed into the retail supply chain logistics called as Sical RSCS. Sical RSCS comprises of three divisions basically cold chain, warehousing and dry logistics. It has clients in various industries such as Quick Service Restaurants, Confectionary, poultry, meat, food processing, fruits and vegetables etc.