Arvind ltd@ organic staple business mts 01 presentation

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Arvind ltd@ organic staple business mts 01 presentation

  1. 1. Arvind Company LtdAkola, Maharashtra <br />MTS -1 <br />Project title <br />Market Research for Organic Staple Business in Domestic and Global for Arvind ltd.<br /> Presented by:<br />Anjaney Kumar(10201006) <br />Sunil Kumar(10201055) <br />1<br />
  2. 2. Organization Overviews <br /><ul><li>Arvind Ltd.wasestablished in 1931,company of Lalbhai Group
  3. 3. It is India's largest Denim manufacturer apart from being world’s fourth-largest producer and exporter of Denim .
  4. 4. Today it not only retails its own brands like Flying Machine, Newport and Excalibur but also licensed international brands like Arrow, Lee, Wrangler and Tommy Hilfiger, through its nationwide retail network.
  5. 5. Arvind also runs a value retail chain, Mega mart, which stocks company brands.
  6. 6. Recently it has launched BCI and Organic Staple food projects in Akola district. Arvind is working closely with the farmers of the Vidarbha region in Akola to grow organic cotton and staple food like Moong, Pigeon pea, Black gram, Soybean, sunflower, Sorghum, Ajwain etc
  7. 7. ORGANOGRAM : ARVIND ORGANIC LTD.</li></ul>Organogram final.docx<br />2<br />
  8. 8. O<br />Objective of the Study:<br /><ul><li>Estimation of production potential of organic staple food in Akola district of Maharashtra under ARVIND LTD.
  9. 9. Current scenario of organic staple business in domestic and global markets.
  10. 10. Strategy formulation for this business </li></ul>Significance of the study:<br />The significance of the study is to find the suitable market for organic food and to make strategic formulation for the business of organic food so that marketing of the organic food can run in a sustainable manner and producer can get better return through the business <br />3<br />
  11. 11. Methodology<br />Methodology<br />Phase 2<br />Objective 2<br />Phase 4<br />Phase 1<br />Objective 1<br />Phase 3<br />Objective 3<br />Secondary data<br /><ul><li>Internet
  12. 12. Personal interviews (questionnaire, convenience sampling)
  13. 13. Focused group discussions
  14. 14. Draft writing
  15. 15. Report writing
  16. 16. Data interpretation
  17. 17. Strategy formulation</li></ul>4<br />
  18. 18. Objective :01<br />Total area of organic staple food production under ARVIND organic project. <br />Sources: field survey<br />5<br />
  19. 19. Seasonality of Organic Crop<br />6<br />
  20. 20. Center wise SHGs & farmers <br />Classification of farmers <br />ARVIND ORGANIC PROJECT<br />EXTERNAL <br />CERTIFICATE<br />(CUC)<br />EXTENSION SERVICE<br /> INTERNAL MONITORING <br />FARMERS<br />FARMERS<br />FARMERS<br />Source: field survey <br />Organic (ICS) Structure & Certification <br />All 3538 farmers have been in organic status<br /><ul><li>field survey ,primary data collection.xlsx</li></ul>7<br />
  21. 21. Objective 02 Domestic and Global Scenario Domestic<br />Demand of organic food in India<br />8<br />Source: APEDA <br />
  22. 22. Global Scenario <br />Source: IFOAM<br />9<br />
  23. 23. Conti…<br />Distribution of organic land world wide(2009)*<br />Development of organic land from 1999-2009(M .Hac.) *<br />World Market for Organic Foods: 2001 – 2011 US $ mln<br />Source *: FiBL<br />Source: USDA<br />10<br />
  24. 24. USA<br />EU countries <br />The United States organic food market grew by 15% in 2010 to reach a value of $28,513.1 million . In 2015, the United States organic food market is forecast to have a value of $ 42,531.8 million, an increase of 49.2% since 2010 <br />The European organic food market grew by 9.9% in 2010 to reach a value of $25,040.3 million. In 2015, the European organic food market is forecast to have a value of $36,382 million, an increase of 45.3% since 2010. <br />11<br />
  25. 25. Objective :3 Marketing Strategy <br />Value chain <br />Harvesting <br />Selling at farm <br />Procuring /collecting <br />Storing<br />Packaging<br />Storing in warehouse <br />Cleaning ,Grading and Storing <br />Stretching /Labeling <br />Domestic :<br />Distributor /wholesaler Organic Retail outlet /Mall <br />Domestic<br />Selling<br />Global<br />Global :<br />Exporter/Export <br />12<br />
  26. 26. Marketing StrategyChannel<br />Producer<br />Procurement Center<br />Processing <br />Warehouse<br />Export<br />Exporter<br />Distributor/Supplier<br />Organic retail/mall<br />Domestic <br />Global <br />13<br />
  27. 27. 4ps Model For Marketing Strategy <br />PRODUCT STRATEGY <br />PRICE STRATEGY <br />Offering Vast range of organic food products with high qualities .<br />Purely organic certified under internal inspection with control union certification (NETHARLAND).<br />.The quality control systems are such that the products are checked and rechecked right from the field, grading and packing and during shipment, which makes it possible to meet the high quality standards of Europe and other developed nations <br />Producer: small holder associated with SHGs<br />Country of origin : India <br />Packaging: 50 kg wrapped in jute bag, labeled with private organic logo.<br />provision for Cost plus price: total cost from farm to the market plus 10%profit margin for export market, and for domestic business we work through market penetration by offering minimum price of the product for long term business growth .and also for market sustainability. <br />Competitive price at highest quality .<br />Price differentiation discount based on volumes,rediness to inter long term partnership.<br />14<br />
  28. 28. CONTI….<br />PLACE<br />PROMOTION <br />Direct shipping to the EUs and USA countries to the wholesaler & distributor .<br />Or via exporter <br />At Domestic level business, Small as well as big volume directly sold to the distributor ,organic retail outlet and mall .<br />Personal selling :getting in contact with potentially interested final distributor /wholesaler<br />Participation in organic and fair-trade fair <br />Inviting potential client to the field visit<br />Promotional material(pamphlet) for clients and consumer <br />After sales follow-up client satisfaction and distributor satisfaction <br />For domestic level promotion we will use electronic media and print media.<br />We also promote mouth to mouth promotion by offering best quality of products at low price. <br />15<br />
  29. 29. <ul><li>Export procedure </li></ul>EXPORT.docx<br /><ul><li>Cost analysis of organic staple for Domestic and Global </li></ul>costing final.xlsx<br />16<br />
  30. 30. SWOT ANALYSIS OF ORGANIC STAPLE BUSINESS <br />17<br />
  31. 31. CONCLUSION <br /><ul><li>Organic project is as an important livelihood option for small, resource-poor farmers with low-input costs and quality food production through </li></ul>sustainable environment<br />Fair trade practices <br />Social justice <br /><ul><li>Organic project is certified by CUC, Netherlands equivalent to standard of EUs countries having 54% market share.
  32. 32. Lack of awareness among people about organic food at domestic level.
  33. 33. Favorable government vision
  34. 34. Lack of universal certifying standard are the major problems for business at global level
  35. 35. Organic demand in India in year 2010 8,423.843 US $ million forecasted to reach 12,192.130 US $ million in year 2014.
  36. 36. The European organic food market grew by 9.9% in 2010 to reach a value of $25,040.3 million. In 2015, the European organic food market is forecast to have a value of $36,382 million, an increase of 45.3% since 2010.
  37. 37. The United States organic food market grew by 15% in 2010 to reach a value of $28,513.1 million . In 2015, the United States organic food market is forecast to have a value of $ 42,531.8 million, an increase of 49.2% since 2010
  38. 38. Business is viable in sense of profitability for the company</li></ul>18<br />
  39. 39. RECOMENDATION <br /><ul><li>Lowers operational costs, could offer discounts to customer for using Arvind organic food brand products.</li></ul>SHGs should be registered <br />Warehouse registration is necessary and location of warehouse should be near by market and pure hygienic storage condition should be maintained.<br />Advertisement through print as well as electronic media is important.<br />Market linkage for domestic as well as global business through third parties (distributor and exporter).<br />19<br />
  40. 40. LESSON LEARNT <br />Focus of the project was to link the export as well as domestic market through Middlemen ( exporter and distributor).<br />Government should act like facilitator and promoter of organic agriculture.<br />Capacity Building of farmers at farm level is major success factor for organic farming.<br />Farmers market linkage during IC1 and IC2<br />WIN – WIN situation should be there for every stakeholders.<br />Evaluation of any organic project should be based on:<br /><ul><li>Benefit goes to end user
  41. 41. Consistency and
  42. 42. Sustainability in agriculture</li></ul>Strict internal as well as external certification monitoring are necessary to ensure 100% organic.<br />For storing organic staple food in warehouse optimal conditions are required depending upon the staple food. <br />For organic staple Business quality and certification standard should be assured.<br />Corporate work culture .<br />20<br />
  43. 43. Thank you<br />

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