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Godrej aadhar
 

Godrej aadhar

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  • * Godrej Aadhaar is the agri service cum rural retail venture of Godrej Agrovet, an initiative started to strengthen its age old relations with the Indian farmers. * Godrej Aadhar is the retail outlet of Godrej Agrovet with a vision to be the complete solution provider to the farmers rendering farm advisory services, credit facility to farmers, providing up to date information on weather, price, soil & water testing facility, FMCG / consumer durables etc. to farmers. Aahdhaar has 65 outlets al over india
  • It is a complete solution provider for the Indian farmers and provides professional guidance. Have dedicated team of experts who cater to the farmers needs… deliver direct to doorstep…
  • Every Aadhar has a team of qualified Agronomists who interacts withfarmers on a daily basis and travels to the villages in the interior to educate them on farm practices.

Godrej aadhar Godrej aadhar Presentation Transcript

  • PRESENTED BY : SUNIL SINGH BAGHEL VINEET SINGH PRATEEK THAKUR MOHIT MALVIYA NAMRATA BAJPAI
  • COMPANY PROFILE
    • Godrej Agrovet is a subsidiary of Godrej Industries Ltd.
    • GIL holds 57% share of Godrej Agrovet.
    • Godrej Aadhaar is a program of Godrej Agrovet for rural India with its motto as -
    • “ Khushiyon ka, Khushhali ka”
  • INTRODUCTION
    • Offers great value proposition
    • “ Unnati Ghar Sansaar and Gaon”
    • Multi category retail service and retail outlet
    • Started in December 2003 in Manchar, Pune District.
    • Aadhaar Centres - Maharashtra, Gujarat, Punjab, Haryana, Andhra Pradesh, Tamil Nadu, Orissa and West Bengal.
  • OBJECTIVE
    • Improve productivity
    • Higher returns
    • Improved cost benefit ratio
    • Offers crop advisory services
    • Soil and water testing services
    • Buy back of output
    • Crop finance
  • WORKING PROFILE
    • It services around 20 villages in its radius.
    • Team of qualified Agronomists who interacts with farmers on a daily basis
    • Educate the farmers on farm practices.
    • Better productivity.
  • NEED GAP ANALYSIS
    • Need to educate
    • Potential in rural areas
    • Untapped market
    • Rising incomes
    • Few players in rural
    • People are loyal towards the brand
    • Inappropriate information flow
    • Media dark
    • Availability of products
  • OPPORTUNITIES..
    • 3 times more families lives in Rural India,
    • Rural India has a large consuming class with 41
    • per cent of India's middle-class and 58 per cent of the total disposable income.
    • There purchasing power is increasing,
    • Exposure and increase in literacy rates will open
    • market further,
    • Govt. focus on agricultural policies will increase in rural earning,
    • Population is becoming brand conscious,
  • OPPORTUNITIES
    • Infrastructure is improving rapidly. - In 50 years 40% villages connected by road, in next 10 years another 30%. - More than 90 % villages electrified, though only 44% rural homes have electric connections. - Rural telephone density has gone up by 300% in the last 10 years; every 1000+ popultion is connected by STD.
  • OPPORTUNITIES…
    • Social Indicators have improved a lot between 1981 and 2001 - Number of "pucca" houses doubled from 22% to 41% and "kuccha" houses halved (41% to 23%) - Percentage of BPL families declined from 46% to 27% - Rural Literacy level improved from 36% to 59%
    • Low penetration rates in rural so there are many marketing opportunities.
  • CHALLENGES
    • Initial cost to penetrate such a vast market is very high
    • Increasing costs of land
    • Pace of expansion
    • High operating cost
    • Low margin on agri-inputs
    • Many languages and communities.
  • 4 Ps OF RURAL MARKETING Every Product and promotion, which is a hit in cities , might not work in rural areas Product Price Place Promotion
  • GODERJ AADHAR- PRODUCT’S
    • Product for rural market must be built or modified to suit the lifestyle and needs of the rural consumers
    • These centres provide valuable technical guidance, soil & water testing services.
    • They also retail quality products of leading companies.
    • Aadhaar centres also facilitate credit to farmers and provide a platform to sell their produce. ; buy back of output, crop finance
    • Supply of agri-inputs and animal feeds
    • Transfer of information (weather, price, and demand supply)
    • Door delivery of products among other things
    • To farmers, it’s a complete solution under one roof.
  • Continued..
    • ON THE BASIS OF FEED BACK THEY HAVE ALSO DEVELOP
    • Basic food
    • Grocery
    • Apparel
    • footwear to furniture
    • Kitchenware
    • home appliances
    • value-added services including Banking service.
  • Price
    • The villagers due to their limited resources are very price sensitive by nature.
    • Some retailers in the interior village charge more than the MRP.
    • Objective of this business venture of Tata Agrico is to enable its products to reach the farmers in the rural interiors of the country at the right price.
    • Pricing Strategies
    • Large Volume –low margin.
    • Overall Efficiency And passing on benefits to consumers.
    • low cost/ value for money product
    • Low volume-low price.
  • PLACE
    • Godrej Aadhar chain seeks to empower the farmer by setting up centers which provide all encompassing solutions to the farmers under one roof.
    • Direct contact with the rural consumer.
    • Multipurpose distribution center.
  • PROMOTION
    • Promotion aspect always creates a challenge in rural markets because of the fact that village have thin population density and are widely spread over large remote areas.
    • High reach High frequency- jeep based advertisement, wall painting and bus stand & bus panels.
    • Direct to home.
  • 4 As of Rural Marketing Mix
    • Affordability
    • Availability
    • Awareness
    • Acceptability
  • LEARNINGS
    • Definitely there is lot of money in rural India.
    • But there are hindrances at the same time.
    • The greatest hindrance is that the rural market is still evolving and there is no set format to understand consumer behavior.
    • Lot of study is still to be conducted in order to understand the rural consumer.
    • Demonstration of product