An analysis of marketing mix of various mango pulp brands in south Gujarat

South Gujarat is one of the important clusters of mango pulp in the country with a number of processing units in the region with a good backward linkage of Alphonso and Kesar variety of mangoes. A number of processing units have been manufacturing mango pulp and marketing it in local as well as national and international markets. In order to understand the overall current market conditions and demand for mango pulp, the present study was undertaken with the objective to understand the marketing mix of mango pulp marketing. Three districts of South Gujarat Navsari, Valsad and Surat were selected for the study. The study concluded that manufacturers adopt different marketing mix for different segments of markets. Majority of mango pulp processors were mainly targeting International market and exporting mango pulp to various countries like UK, USA, UAE, and other gulf countries while small manufacturers served their products mainly in regional market of South Gujarat.