Agricultural, Allied Products, Agro Processed Products, its status in Indian Market. Emerging Issues in the business Agriculture Produces. Agriculture Marketing: Concept, Definition, Scope and Objectives, Upcoming Practices in Agriculture Marketing. Agribusiness-Emerging Branches, Non Conventional Forms of Agribusiness, Retailing & Merchandising of Agri Produces, Export Potential for farm products-Supporting Services. Role of Agencies for promotion of Exports of Agri Products, Role of Agencies for marketing of Agri Products, Standards of Agriculture Produces, Organized Retailing in Agri Inputs and Outputs. Marketing Mix of Agriculture Products, Role of Information and Communication Technology in Agriculture Marketing.

1. SUPPORTING SERVICES
(UNIT-3/5)

2. COVERAGE
CONCEPT OF MARKETING FUNCTIONS IN AGRI-
BUSINESS
SUPPORT SERVICES / SUPPORTING MARKETING
FUNCTIONS
PACKAGING
TRANSPORTATION
GRADING, STANDARDIZATION AND QUALITY
CONTROL
STORAGE
WAREHOUSING

3. CONCEPT OF MARKETING FUNCTIONS
ANY SINGLE ACTIVITY PERFORMED IN
CARRYING AN AGRICULTURE PRODUCT FROM
THE POINT OF PRODUCTION TO THE
ULTIMATE CONSUMER IS TERMED AS A
MARKETING FUNCTION. IT HAS ANY ONE OR
COMBINATION OF FOUR DIMENSIONS VIZ.
TIME, SPACE, FORM AND EXCHANGE
(TRANSFER OF OWNERSHIP). THESE ARE ALSO
CALLED AS SUPPORT SERVICES IN
AGRICULTURE MARKETING.

4. PACKAGING
MEANING
TYPES
ADVANTAGES

5. PACKAGING - MEANING
TWO TERMS – PACKING AND PACKAGING
PACKING MEANS WRAPPING AND CRATING
OF GOODS TO FACILITATE THEIR
TRANSPORTATION.
PACKAGING MEANS PLACING THE GOODS
IN REQUIRED QUANTITIES TO FACILITATE ITS
SALE TO THE ULTIMATE CONSUMERS AND
HENCE IT CARRIES PROMOTIONAL
INFORMATION TOO EITHER THROUGH
INSCRIPTIONS ON IT OR THROUGH ITS SHAPE,
COLOR etc.

6. TYPES OF PACKAGING
PRIMARY OR SALES PACKAGING
SECONDARY OR GROUP
PACKAGING
TERTIARY OR TRANSPORT
PACAKAGING

7. PRIMARY OR SALES
PACKAGING
IT IS THE PACAKAGING OF GOODS
MEANT FOR DELIVERY TO THE
CONSUMER.
EXAMPLES – ONE LITRE / HALF LITRE
PACKS OF MILK, 5 kg / 10 kg PACKS
OF WHEAT FLOUR

8. SECONDARY OR
GROUP PACKAGING
IT IS PACKAGING OF A GROUP OF
CONSUMERS PACKETS TO FACILITATE
DELIVERY TO RETAILERS /
WHOLESALERS
EXAMPLES – ONE LITRE EDIBLE OIL
BOTTLES PACKED IN CARTONS

9. TERTIARY OR
TRANSPORT PACKAGING
IT IS DESIGNED TO FACILITATE HANDLING
AND TRANSPORTATION OF A NUMBER
OF SECONDARY PACKAGES TO PREVENT
PHYSICAL DAMAGE DURING
TRANSPORTATION.
EXAMPLES – BIG WOODEN CASES
CONTAINING CARTONS OF TEA PACKETS

11. ADVANTAGES OF PACKAGING..
PROTECTION AGAINST BREAKAGE, SPOILAGE, LEAKAGE
OR PILFERAGE DURING MOVEMENT
INVOLVES COMPRESSION TO REDUCE BULK SIZE eg.
COTTON
FACILITATES HANDLING DURING STORAGE AND
TRANSPORTATION
HELPS IN QUALITY IDENTIFICATION, PRODUCT
DIFFERENTIATION, BRANDING AND ADVERTISEMENT OF
PRODUCTS
REDUCES MARKETING COSTS BY REDUCING HANDLING
AND RETAILING COSTS

12. ADVANTAGES OF
PACKAGING
HELPS IN CHECKING ADULTERATION
ENSURES CLEANLINESS OF THE PRODUCT
HELPS CONVEY USE INSTRUCTIONS AND
PROMOTIONAL MESSAGES
PROLONGS STORAGE QUALITY OF THE
PRODUCTS
PREVENTS LOSS OF AROMA AND FLAVOR AND
CHECKS FROM ABSORPTION OF UNDESIRABLE
EXTERNAL ODOUR

13. TRANSPORTATION
MEANING
TRANSPORTATION MEANS
ADVANTAGES
PROBLEMS
FACTORS AFFECTING
TRANSPORTATION COST

14. MEANING OF TRANSPORTATION
IT IS THE MEANS FOR THE MOVEMENT
OF PRODUCTS BETWEEN PLACES OF
PRODUCTION AND THOSE OF SALE AND
CONSUMPTION. IT CREATES PLACE
UTILITY TO AGRICULTURE GOODS AND IS
AN INDISPENSABLE MARKETING
FUNCTION.

15. TRANSPORTATION MEANS
LAND
WATERWAYS
AIRWAYS

16. LAND OR SURFACE
TRANSPORTATION
PATHWAYS – HEADLOADS, BICYCLE,
ANIMAL BACKS
ROADWAYS – CYCLE RICKSHAW,
BULLOCK etc. CARTS, TRACTOR,
TRUCKS, BUSES, AUTO-RICKSHAWS
RAILWAYS

17. WATERWAYS
TRANSPORTATION
INLAND WATERWAYS – CANALS,
RIVERBOATS
OCEAN WATERWAYS - SHIPS

18. AIRWAYS TRANSPORTATION
AEROPLANE
HELICOPTER
ROPEWAYS TRANSPORTATION

19. ADVANTAGES OF TRANSPORTATION
WIDENING OF THE MARKET
NARROWING PRICE DIFFERENCE OVER
SPACE
CREATION OF EMPLOYMENT
FACILITATION OF SPECIALIZED FARMING
TRANSFORMATION OF THE ECONOMY
MOBILITY OF THE FACTORS OF
PRODUCTION

20. PROBLEMS IN TRANSPORTATION OF
AGRICULTURE PRODUCES
SLOW MOVING TRANSPORTATION MEANS
MORE LOSSES/DAMAGES IN
TRANSPORTATION
COMPARATIVELY HIGHER TRANSPORTATION
COST THAN OTHER GOODS
LACK OF COORDINATION BETWEEN
DIFFERENT TRANSPORTATION AGENCIES
MULTI-GAUGE SYSTEM OF RAILWAYS

21. FACTORS AFFECTING TRANSPORTATION COST
DISTANCE
QUANTITY OF PRODUCT
MODE OF TRANSPORTATION
ROAD CONDITIONS
NATURE OF PRODUCTS
PERISHABILITY – VEGETABLES
BULKINESS – STRAW
FRAGILITY – TOMATOES
INFLAMABILITY – OIL
SPECIAL FACILITY REQUIRED – LIVESTOCK, MILK
AVAILABILITY OF RETURN JOURNEY CONSIGNMENT
RISK ASSOCIATED

22. STORAGE
MEANING AND NEED
TRADITIONAL STORAGE
PRACTICES IN INDIA
RISKS IN STORAGE
COST AND RETURNS FROM
STORAGE

23. MEANING OF STORAGE
IT INVOLVES HOLDING AND PRESERVING
GOODS FROM THE TIME THEY ARE
PRODUCED UNTIL THEY ARE NEEDED FOR
CONSUMPTION. IT PROTECTS FROM
DETERIORATION AND HELPS MAINTAIN
SUPPLY LINE FROM PEAK TO LEAN
SEASON. IT THUS CREATES TIME UTILITY
OF PRODUCTS.

24. NEED OF STORAGE
SEASONALITY IN PRODUCTION
SEASONALITY IN DEMAND
PROTECTION FROM QUALITY
DETERIORATION
STABILIZATION OF PRICES
TO FACILITATE PERFORMANCE OF OTHER
MARKETING FUNCTIONS
FOR RIPENING / IMPROVEMENT IN QUALITY
EMPLOYMENT THROUGH PRICE ADVANTAGE

25. TRADITIONAL STORAGE PRACTICES
GUNNY BAGS
EARTHEN CONTAINERS
BAMBOO CONTAINRES
STRAW STRUCTURES
MASONARY STRUCTURES
UNDERGROUND STRUCTURES
R.C.C. RING STRUCTURES

26. RISKS IN STORAGE
QUANTITY LOSS
QUALITY DETERIORATION
PRICE RISK

27. COST AND RETURNS FROM STORAGE
MAINTENANCE COST OF STORAGE
STRUCTURE
INTEREST ON VALUE OF STORED GOODS
VALUE OF QUANTITATIVE AND QUALITATIVE
LOSS
RISK PREMIUM FOR POSSIBLE PRICE FALL
COST OF PROTECTIVE MATERIALS e.g.
INSECTICIDES etc.
TAX AND LABOR PAYMENTS

28. WAREHOUSING
MEANING AND FUNCTIONS
TYPES
COST AND RETURNS OF
WAREHOUSING

29. MEANING OF WAREHOUSING
WAREHOUSES ARE SCIENTIFIC STORAGE
STRUCTURES ESPECIALLY CONSTRUCTED
FOR THE PROTECTION OF THE QUANTITY
AND QUALITY OF STORED AGRICULTURE
PRODUCES. WAREHOUSING IS THE
ASSUMPTION OF RESPONSIBILITY FOR
THE STORAGE OF GOODS.

30. FUNCTIONS OF WAREHOUSING
SCIENTIFIC STORAGE
FINANCING
PRICE STABILIZATION
MARKET INTELLIGENCE
PROTECTION FROM DISTRESS SALES

31. TYPES OF WAREHOUSING
ON THE BASIS OF OWNERSHIP
PRIVATE WAREHOUSE
PUBLIC WAREHOUSE
BONDED WAREHOUSE
ON THE BASIS OF TYPE OF COMMODITIES
STOTRED
GENERAL WAREHOUSE – ANY & MISC.
SPECIAL COMMODITY WAREHOUSE – COTTON,
TOBACCO
REFRIGERATED WAREHOUSE – FRUITS,
VEGETABLES, EGGS, MEAT

32. COST AND RETURNS OF WAREHOUSING
FIXED COSTS
DEPRECIATION
INSURANCE PREMIUM
TAXES, LICENCE FEE
REPAIR AND MAINTENANCE
INTEREST ON INVESTMENT
PERMANENT STAFF SALARY
RECORDS KEEPING COST
FIXED PART OF ELECTRICITY CHARGES
VARIABLE COSTS
PROTECTIVE MATERIAL COST
COST OF ELECTRICITY – VARIABLE COMPONENT
TEMPORARY LABOR WAGES

33. SUMMING UP