The document discusses the results of a study on the impact of climate change on global wheat production. Researchers found that rising temperatures will significantly reduce wheat yields across different regions by the end of the century. Under a high emissions scenario, the study projects a global average decrease in wheat production of around 6% by 2050, with reductions of up to 25% in some lower-latitude locations.

1. Agri-Marketing
Management
By
Dr. V. R. Malkar
Professor & Head, Dept. of MBA,
Sanjivani College of Engineering, Kopargaon
www.sanjivani.org.in, vinod.malkar@gmail.com
1

2. Agri- Marketing
Agri Marketing has two aspects
1. Input Marketing
Manufacturer - Farmer
2. Output Marketing
Farmer-- Consumer
2

3.  Input Marketing
Marketing of products required for
agricultural production.
e.g.
 Seeds, Pesticides, Fertilizers
 Tractors, pump sets, spray pumps,
ploughs.
 Cattle feed, poultry feed, aqua feed.
 Marketing services-Agri services,
maintenance repair shops, health care
services. 3

4.  Output Marketing
Marketing of products produced by farmers.
Farmers  Consumer
 Food grains
 Vegetables
 Fruits
 Milk
To reach the products from farmer to consumer in
case of output marketing and the product from the
manufacturer to farmer contents multiple types of
activity.
4

5. Four Ps of Agriculture Marketing
 Product
 Price
 Place / physical distribution
 Promotion
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6.  Marketing Mix
TARGET
MARKET
Product Mix
Product Design
Product Quality
Brand
Packaging
Service Range
Price Mix
Basic Price
Terms of Credit
Allowance
Credit
Promotion Mix
Personal Selling
Advertising
Sales Promotion
Publicity
Place Mix
Channels
Transport
Inventory
Storage
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7. Product Mix
 Product is a bundle of utilities and features
that give satisfaction to the consumer, it
may be physical or psychological
satisfaction.
 It has following components
 Product Range
 Service after sales
 Brand and packaging
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8. Product Mix
 People satisfy their needs and wants with
products. A product is anything that can
be offered to satisfy the needs and wants.
 A product is a set of attributes assembled
together in identifiable form.
 Product can be goods, services, places,
persons and ideas.
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9. Products Examples
 Goods: Sugar cane, Grapes, grains, onions, fertilizers,
seeds, pesticides, TV, soaps, motorcycles, cars etc.
 Services: Trading, Baking, Advertising, hospitals,
transportation, Hotels, Educational Institutes.
 Places: Flats, tourist spots, Parking Place.
 Persons: skills, Models, sportsperson, Teachers,
Agri-adviser etc.
 Ideas: Writers, cartoonists.
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10.  The Difference between product and
service is that, service is intangible which
does not result in ownership of anything.
 Product includes packaging, color, price ,
quality, and brand plus the sellers services
and reputation.
10

11. Packaging
 Packaging is a art and /or Science concerned with the
development and use of materials, methods and equipment for
applying a product to a container or vice versa designed to protect
the product throughout various stages of distribution.
 Packaging is the broad activity that requires careful consideration
by management.
 Packaging is often described as “ A silent Salesman”.
 Packaging is a process of covering, wrapping of goods into
package.
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12. Types of Packaging
 Re-use packaging: Sugar Bardan bag, seeds cloth bag, Cattle feed
bag, etc.
 Family Packaging: common for all products e.g. cosmetics
 Multiple packaging: Number of products in single pack.
 Ecological Packaging: Use of returnable bottles and containers,
use of light weight packaging material etc.
 Fractional Packaging: available in various quantity like 100ml,
250ml, 500ml 1000ml etc.
 Refill Packs: Bru, Bounvita are now coming in refill packs. The
refill packs sold at slightly lower price than the regular price.
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13. New Trends In Packaging
 Tetra pack is the new development in food packaging.
 The special feature of this tetra packs is that the package as well
as the contents are sterilized and human handling is dispensed
with.
 This package consist of several thin layers of polythene foil and
paper .
 Parle Frooti are marketed in aseptic tetra pack.
 There are several other innovative ways in which packaging can
be used for achieving higher sales.
 In the area of processed foods, the self life of the product is an
important.
 The increased shelf life is to a large extent due to better
packaging.
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14. Promotional Packaging Techniques
 Coupon Pack: A coupon either as a part of package or placed
separately in the package.
 Money Pack: A flash in distinctive color is superimposed on the
package, announcing special prize discount being offered.
 Premium Package: A Specially made package having either a
reuse or prestige value.
 Self Liquidator: The buyer has to send a number of packages or
part thereof as evidence of buying the product to the company. In
return he purchases additional quantity of the same product at
reduced prices or be rewarded different product.
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15. Branding
 A Brand name is a means of identification of the product as well as the
means of differentiation of the branded product from its rivals.
 Branding means giving distinctive name or symbol to a product for its
identification of the product.
 Brand is differentiated or Identified by
 Name
 Symbol
 Picture
 Color
 Design of package
 Lettering fonts
 Slogans
15

16. Brands
16

17. Needs of Branding
 Increasing Competition
 Need of advertising and publicity
 Development of consumer
 Consciousness as a brand image in mind.
 Expectation of consumer from product
about Quality, Durability increases.
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18. Importance of Branding
 Branding enables the firm assured control over the market.
 Repeat sales
 Product substitution is not possible.
 Sale is not remain in the hands of middleman.
 Bright image of the organization.
 Protection to the consumer about quality.
 Branding reduces price flexibility.
 Manufacturer gets good price of the product.
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19. Essentials of good Brand
 A brand should suggest something about the products benefits.
E.g. Lijjat Papad, Vicco Vajradanti, Saver.
 The name should be short simple, easy to pronounce, to spell and
remember, easy to identify and explain.
 The brand name should be capable of being registered and
protected legally under the legislation.
 The brand should be stable life and be unaffected by time.
 The brand should create pleasant association.
 The brand name should be unique, attractive and distinctive.
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20. Types of Brands
 Individual Brand Name: Each product has a special and unique
brand name. e.g. surf, vicks, thumsup, mirinda, Lux, Lifeboy etc.
 Family Brand Name: Under one name line of products
e.g. Amul, Ponds, Syngenta, Buyer, Mehyco etc.
 Umbrella Brand Name : All products such as soaps, chemicals,
Textile, Engineering etc
e.g. TATA, Reliance etc.
 Combination Device: Each Business house attaching the umbrella
name. e.g. TATA Indicom, Reliance Petroleum, Reliance
communication etc.
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21. Price Mix
 Price is the valuation placed upon the
product by the marketer. It has to cover
pricing, discounts, allowances and terms
of credit.
 This includes the pricing policies and
procedures relating to
 Price Level
 Price policy
 Margins
21

22. Pricing
 Price is the exchange value of the product or
service is always expressed in money.
 The price is the amount charged for the product
including any warranties or guarantees, delivery
discounts, services or other items that are the
part of the conditions of sale and are not paid for.
 Pricing is equivalent to total product offerings.
 It is a powerful marketing instrument.
 As a Marketing weapon, pricing is the “Big Gun”.
22

23.  Pricing the product is an important and critical
activity .
 If a lower price is fixed, it will affect the
profitability of a business and if a higher price is
fixed, the product will not be able stand in
competition and may be priced out the market.
 Price is a source to income to distribution.
 There is no universally accepted criteria for
pricing technique.
23

24.  The factors generally influence the pricing are
1. Influence of cost of the product
2. Discounts
3. Allowances
4. Competition
5. Channel of Distribution
6. Government interference.
 A manufacturer tries to set such prices which enables the
enterprise to maximize its profits.
 Three C’s of pricing are required to be considered
1. Consumer Demand
2. Competition
3. Cost of the product.
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25. Place/ Distribution Mix
 Distribution is the delivery of the product
to consumer and his right to consume.
 It includes channels of distribution.
 Transportation
 Warehousing
 Inventory
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26.  Physical distribution is the movement of right product to
the right customer at the right time at right place and at
the right price
 Physical Distribution involves planning, implementing and
controlling the physical flow of materials and final goods
from point of origin to point of use to meet customer
requirement at profit.
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27. Marketing Channels
 Marketing channels can be viewed as sets of
interdependent organizations involved in the process
of making the product or service available for use of
consumption.
 A marketing channel performs the work of moving
goods from producer to consumer.
 Channel Members are intermediaries between the
manufacturer and the consumer
27

28. •Marketing- channels Function
 Information
 Promotion
 Negotiation
 Ordering
 Financing
 Risk Taking
 Physical Possession
 Payment
 Title
28

29. Promotion Mix
 Promotion is the persuasive
communication about the product by the
offerer to the prospects.
 It covers
 Personal Selling
 Advertising
 Sales Promotion
 Publicity
29

30. 5 Ms of Advertising
Mission
•Sales goals
•Advertising
objectives
Money
Factors:
•Stage in PLC
•Market share
and
Consumer base
•Competition
and culture
•Advertising
Frequency
•Product
substitutability
Message
•Generation
•Evaluation
•Selection
•Execution
•Social responsibility
Review
Media
•Reach, Frequency,
Impact.
• Major Media types.
•Specific Media
Vehicles
•Media Timing.
•Geographically Media
• Allocation
Measurement
Communication
Impact
Sales Impact
30

31. Sales Promotion
 Sales promotion consist diverse collection of
incentive tools, mostly short term, design to
stimulate quicker or greater purchase of particular
products or services by consumer or the trade.
 Purpose
 To purchase greater volume of product.
 To switch away customer from competitors brand.
 To achieve sales target.
 Building trials among non users.
31

32. Key functional area of marketing
communication
 Sales Promotion :
 Contests,
 games,
 sweepstakes
 Lotteries,
 premiums and gifts,
 sampling,
 fairs and tradeshows,
 Exhibits,
 Demonstrations,
 Coupons,
 Rebates,
 Low-interest financing,
 Entertainment,
 Trade in allowances,.
32

33. Case Study
 A company wishes to launch a new variety
of Wheat seeds, which can effectively
prevents all diseases, tasty for eating and
gives yield 40 quintal par acre. But the
seed market is highly crowded with
multiple brands. Assume you were to
evolve a marketing communication.
33

34. Facts of the cases
 To launch new variety of Wheat seeds,
which can effectively prevents all
diseases, tasty for eating and gives yield
40 quintal par acre.
 Highly crowded seed market with multiple
brands.
 Evolve marketing Communication strategy
34

35. Problem Area
 Launching of new product.
 Evolution of Marketing communication
strategy for the new product
 Advertising Theme
 Sales promotional Budget.
35

36. Case Analysis
 Here the company wants to launch new
product. Product is in introductory stage in
PLC.
 For new product development company
should consider following points
 Customer psychology
 Customer Behavior
 Changing customer lifestyle
 Standard of living
 Technological Change
 Government policy
36

37. New Product Development process
Idea Generation
Identifying Prospective customer
Concept Development and Testing
Feasibility Analysis
Product Development
Test Marketing
Launching of product
Commercialization
37

38. New Product Development
 Idea Generation: The process of new product development
starts with the search of new product ideas. Here the idea
is to launch Wheat seeds, which can effectively prevents all
diseases, tasty for eating and gives yield 40 quintal par
acre
 Identify prospectus and defining target market: Here the
prospectus is farmer having good source of water and
wants to grow the wheat.
38

39.  Concept Development And Testing
 The Product events are
 Product Idea: Wheat seeds, which can effectively
prevents all diseases, tasty for eating and gives
yield 40 quintal par acre.
 Product Concept: Elaborated Version of the above
idea in the customers terms.
 Product image: Particular picture about the
wheat seed in the minds of the customer.
39

40. Feasibility Analysis
 To conduct market feasibility study consider
 Estimation of demand and competitive analysis
 Forecasting sales base on demand and
competitive analysis
 Estimation of cost of serving the market segment
 Based on cost and anticipated sales revenue,
calculate the break even price and the sales
volume.
40

41. Product Development and test
marketing
 Here the product idea moves from the concept
design broads to R & D and manufacturing for
physical development.
 Test Marketing: New wheat seed is tested in
different region and check.
 Diseases
 Yield per acre
 Taste
 No. of Days
 Height
41

42. Commercialization
 To commercialize new wheat seed
consider
 Timing
 Place
 Strategy
42

43. Brand Positioning
 Brand Positioning involves
 Name and Symbol
 Slogan
 developing appropriate product form
 packaging
 Price
 Advertising and Sales Promotion
 Distribution Channel
43

44. Marketing Communication Process
 Noise
Media ( Channel) Perceptual veil
Sender message
Response
Receiver
Audience
Feedback
44

45. Marketing mix
 Product:
 Name: Maharaja -40
 Symbol:
 Slogans : “Maharaja aanata dara,
sukhsamrudhi yei Ghara”
45

46. Product
 Quality: Tasty to eat and the chapati
should remain soft upto 5 hours.
 Appearance: Big and selected wheat free
from dust and other material.
 Packaging : In 20, 30, 40 kg in a durable
bag having a facility of lifting handle.
 Attractive color combination with more
highlight to name symbol and slogan
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47. Price
 For 20 Kg Rs. 600/-
 For 30 Kg Rs. 1150/-
 For 40 Kg Rs. 1700/-
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48. Advertising and Sales Promotion
 Advertising:
 Model : Makrand Anaspure
 Media: TV, Radio, News Paper, Hoardings, Weekly
Bazar,Postars, Exhibition
Theme of add
 Sales promotion
 Dealers Promotion
 Retailers Promotion
 Farmers Promotion
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49. Distribution Channel
 Availability of product in rural area as well
as Urban Area. Majority given to urban
area. Home delivery system for bulk
purchasing
Manufacturer
Dealer
Retailers
Customer
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50. Thanking You
……Preserve nature
The Natural Way……
50