Wele delivery fe zn


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Wele delivery fe zn

  1. 1. Marketing And Delivery Of Staple Crops With An Invisible Micronutrients : Private Sector Views Ashish Wele President (Business Head) Nirmal Seed Pvt. Ltd. India
  2. 2. Sorghum and pearl millet are primarily grown as subsistence food crops in Tropical and Subtropical countries. Less than 5% of annual production is commercially processed by industry. The main constraints to the commercialization of these crops are a) Low levels of productivity compared to commercial grain substitutes, b) High grain assembly and marketing costs, c) High processing costs, and d) The lack of awareness of commercial food and feed processors regarding these crops. Efforts to promote the commercialization of sorghum and pearl millet face an essential conundrum.
  3. 3. In the tropical and subtropical countries near about 70% population is in rural area. Nearly 12 million children under the age of five (over 4 million of them in sub-Saharan Africa alone) die annually; malnutrition is a culprit in 55 per cent of these deaths. Anaemia due to Iron deficiency is a major contributing factor in over 20 per cent of post-birth maternal deaths in Africa and Asia. (From Africa Recovery, Vol.11#3 (February 1998), page 3)  350 million in india suffer from nutrient deficiencies  50 per cent Indian women suffer from anaemia.
  4. 4. Rural Market : Extremely diverse market Villages  Size  Population  Spread  Income  Literacy Level  Awareness Level  Languages Media creating an impact creating awareness levels.
  5. 5. Problems in Rural Market : Low per capita income Low disposable income Inadequate fixed income (Daily wages) Majority depends on agricultural income  Acute dependence on mansoon  Consumption linked to harvest Infrastructure problems Low awareness Communication difficult & expensive
  6. 6. Factors that influence rural behaviour Stimuli Inputs to many senses Products Package Commercials Brand image References Information about the products Perception Exposure Interpretation Attitude Consumer belief Consumer feelings
  7. 7. Myths about Rural Marketing It is homogenous mass Individual decide about purchases Disposable income is low  It is heterogenous mass, many languages, state variations, literacy.  Decision making process is collective – It is influenced by decider, ability of individual all be different so marketing must brand message at several levels  Population below poverty line varies disposable income is high
  8. 8. Challenges & Strategies for Nutritional Staple Crops Awareness Acceptability Availability
  9. 9. Challenges & Strategies for Bio fortified Staple Crops Awareness : Less exposure to the World, low literacy rate a) Opinion leaders play key role b) Promotional methods i) Personal interface ii) Using culture touch iii) Events : Folk entertainment, Magic show etc iv) Display tools : Large screens, animations, documentary, road shows, mobile vans, exhibitions v) At Chaupals, Mandi, Travel, places of worship c) Branding : e.g. Nirma Washing Powder, Colgate Toothpaste etc. d) Media habits : Fond of music, TV, Radio, Video Films
  10. 10. Rural Media NON TRADITIONAL TRADITIONAL TV Cable Networks Puppet Shows Satellite Channel Folk Theatre Radio Demonstration Print Haats & Mela Cinema Theatre Wall Paintings Word of Mouth Post Card & Posters Video on Wheels Booklets, Calender
  11. 11. Chaupal Meeting Folk Show
  12. 12. Challenges & Strategies for Bio fortified Staple Crops Acceptability :  Reference group : Health workers, Doctors, Teachers  Social indicators  Organoleptic tests  Demonstrations  Education  Induce trials
  13. 13. Challenges & Strategies for Bio fortified Staple Crops Availability :  Research on hybrids/ varieties having higher nutritive value (targeted 77 ug/g iron content) with higher yield  Seed production through public and private sector, NGO’s  Cooperative farmer’s seed production  Distributors, Dealers and PD’s chain  Retail outlets  Affordable price  Quantity
  14. 14. NIRMAL MARKETING-THE NETWORK Company has the track record of Marketing, all over India, since last 17 years. Nirmal Group of Companies have successfully launched, varieties of Quality Seeds, in the Market, under the today’s the most trusted brand name of Nirmal Seeds. Regional Offices & Depots 1) Mumbai 2) Delhi 3) Lucknow 4) Jaipur 5) Indore 6) Kolkatta 7) Bhubaneshwar 8) Patna 9) Guwahati 10) Hyderabad 11) Banglore 12) Ahemadabad
  15. 15. 0 5000 10000 15000 20000 Qty (q) 2004- 2005 2005- 2006 2006- 2007 2007- 2008 2008- 2009 2009- 2010 Years Hy. Bajra Growth over the years 2004-2005 2005-2006 2006-2007 2007-2008 2008-2009 2009-2010 Nirmal Hybrid Pearl Millet Growth over the years
  16. 16. Nirmal : Business in African Countries