Layer integration seminar

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Layer integration seminar

  1. 1. POLUTRY MARKETINGPOLUTRY MARKETING THROUGH INTEGRATIONTHROUGH INTEGRATION M.G.NikamM.G.Nikam RVD-12/16RVD-12/16
  2. 2. Poultry Production & MarketingPoultry Production & Marketing Production  Housing  Feeding  Management  Health care Marketing  Equally important  Different marketing channels  Middle man role  Integration
  3. 3. Integration  Definition – Association between the integrator and producer  Component of integration a. Integrator b. Producer / farmer
  4. 4. Role of integratorRole of integrator  Supply of all inputsSupply of all inputs - Chicks, Feed, Medicines, Vaccines,- Chicks, Feed, Medicines, Vaccines, Veterinary servicesVeterinary services  Take back the end productsTake back the end products –– live birds / eggslive birds / eggs  The real owner of the birdsThe real owner of the birds
  5. 5. Role of producerRole of producer  Must have shed, feeders, waterers andMust have shed, feeders, waterers and other equipmentsother equipments  Own electricity chargesOwn electricity charges  Own labour chargesOwn labour charges  Must follow the integrators instructionsMust follow the integrators instructions  Get remuneration on take back of endGet remuneration on take back of end productsproducts  Contract growersContract growers
  6. 6. Types of integrationTypes of integration IntegrationIntegration VerticalVertical HorizontalHorizontal
  7. 7. VerticalVertical BackwardBackward ForwardForward
  8. 8. Integration -BroilersIntegration -Broilers  Integrator – Supply of all inputsIntegrator – Supply of all inputs  Producer – Farm facilitiesProducer – Farm facilities
  9. 9. Remuneration to producerRemuneration to producer  Based on average body weight, FCRBased on average body weight, FCR and livabilityand livability  Some integrator -Some integrator - Based on FCRBased on FCR Rs.2.00 to 2.70/kg live weightRs.2.00 to 2.70/kg live weight
  10. 10.  Based on production costBased on production cost Example:Example: Production cost (PC) : Rs.30.00/kgProduction cost (PC) : Rs.30.00/kg Farmers remuneration : Rs. 2.50/kgFarmers remuneration : Rs. 2.50/kg One rupee less than PC : Rs. 2.70/kgOne rupee less than PC : Rs. 2.70/kg One rupee more than PC: Rs. 2.30/kgOne rupee more than PC: Rs. 2.30/kg
  11. 11.  Based on European Economic Factor (EEF).Based on European Economic Factor (EEF). Avg. L.Wt (kg) x Livability (%)Avg. L.Wt (kg) x Livability (%) EEF= --------------------------------------= x 100EEF= --------------------------------------= x 100 FCR x Age of birds (days)FCR x Age of birds (days)
  12. 12. Pricing of broilersPricing of broilers  BCC and individual recommendationBCC and individual recommendation  Farm gate rate (A) – Supply andFarm gate rate (A) – Supply and demanddemand  Whole sale rate – A + Rs.8-9/kg liveWhole sale rate – A + Rs.8-9/kg live weight (B)weight (B)  Meat sales (minimum rate)Meat sales (minimum rate) Dressed with skin – B + 50% of BDressed with skin – B + 50% of B Dressed without skin – B + 60% of BDressed without skin – B + 60% of B
  13. 13. Integration - LayersIntegration - Layers  Recently introducedRecently introduced  Similar to broiler integration except typeSimilar to broiler integration except type of input and output.of input and output.  Two type of integrationTwo type of integration Grower integrationGrower integration Layer integrationLayer integration
  14. 14. Grower integrationGrower integration  Day- old layer chicksDay- old layer chicks  All inputsAll inputs  Reared upto 15 weeks of ageReared upto 15 weeks of age  Take back of growersTake back of growers  Remuneration – Rs.0.40 toRemuneration – Rs.0.40 to 0.50/bird/week for the available birds0.50/bird/week for the available birds
  15. 15. Layer integrationLayer integration  Starts at the age of 15-18 weeksStarts at the age of 15-18 weeks  Remuneration based on HHEPRemuneration based on HHEP  Minimum of 6-7 paise / eggMinimum of 6-7 paise / egg  If egg price is more than Rs. 1.50,If egg price is more than Rs. 1.50, additional incentives will be givenadditional incentives will be given  6-8% of standard mortality will be6-8% of standard mortality will be allowedallowed
  16. 16. Integration – J.quailIntegration – J.quail  Similar to broilerSimilar to broiler  Rate is per bird basis and not on liveRate is per bird basis and not on live weight basisweight basis  Average body weight is 180-200 g at 28Average body weight is 180-200 g at 28 -30 days of age-30 days of age  Remuneration – Rs.1.25 to 1.50 / birdRemuneration – Rs.1.25 to 1.50 / bird
  17. 17. Integration – Desi fowlIntegration – Desi fowl  Back yard system of rearingBack yard system of rearing  Commercial farming – intensive systemCommercial farming – intensive system  Similar to broilerSimilar to broiler  Remuneration – Rs.5.50 to 7.00/ kg liveRemuneration – Rs.5.50 to 7.00/ kg live weight after 90-100 days of rearingweight after 90-100 days of rearing
  18. 18. Integration - Emu  Chicks sales – 1, 2 and 3 months of age at the rate of Rs. 4000 to 8000 per bird  All inputs like that of broiler  After 15 months, Rs.12,000/- paid to farmer
  19. 19.  Selling at 15 months – Rs.15,000/ bird  Take back of egg @ Rs.1000 to 1200 / egg or  Live bird @ Rs.300-350/kg live weight  All inputs by the farmer
  20. 20. Advantages to integratorsAdvantages to integrators  Assured of returnsAssured of returns  Can have controlCan have control  Owner of the productsOwner of the products
  21. 21. Advantages to farmersAdvantages to farmers  No huge investmentsNo huge investments  Assured remunerationAssured remuneration  Need not worry marketNeed not worry market  Need not bother about health careNeed not bother about health care
  22. 22. Impact on industryImpact on industry  Rearing in even remote villagesRearing in even remote villages  Improved socio-economic statusImproved socio-economic status  Better promotionBetter promotion  Processing of productsProcessing of products  Value additionValue addition  Few people can control the industryFew people can control the industry
  23. 23. ConclusionsConclusions  Better marketing approachBetter marketing approach  Monopoly of few integratorsMonopoly of few integrators
  24. 24. THANKS

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