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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.
  • Transcript

    • 1. PRESENTED BY : SUNIL SINGH BAGHEL VINEET SINGH PRATEEK THAKUR MOHIT MALVIYA NAMRATA BAJPAI
    • 2. 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”
    • 3. 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.
    • 4. OBJECTIVE
      • Improve productivity
      • Higher returns
      • Improved cost benefit ratio
      • Offers crop advisory services
      • Soil and water testing services
      • Buy back of output
      • Crop finance
    • 5. 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.
    • 6. NEED GAP ANALYSIS
      • Need to educate
      • Potential in rural areas
      • Untapped market
      • Rising incomes
    • 7.
      • Few players in rural
      • People are loyal towards the brand
      • Inappropriate information flow
      • Media dark
      • Availability of products
    • 8. 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,
    • 9. 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.
    • 10. 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.
    • 11. 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.
    • 12. 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
    • 13. 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.
    • 14. 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.
    • 15. 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.
    • 16.
      • Pricing Strategies
      • Large Volume –low margin.
      • Overall Efficiency And passing on benefits to consumers.
      • low cost/ value for money product
      • Low volume-low price.
    • 17. 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.
    • 18. 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.
    • 19. 4 As of Rural Marketing Mix
      • Affordability
      • Availability
      • Awareness
      • Acceptability
    • 20. 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