Marketing Management for Agri Inputs Products

1. MARKETING MANGAEMENT
WELCOME
SECTION=1 -:GROUP MEMBERS:-
TATHAGATA MAHAJAN -10PGDM030
DHARMENDRA RAI -10PGDM003
YOGENDRA SINGH -10PGDM033
DIPANKAR MODEK -10PGDM004
NEERAJ PATHAK -10PGDM018
RAKSHIT PATEL -10PGDM023

2. BREAKING NEWS
AGRICARE
TM
No-
1BRAND IN INDIA #*ISO SERVY 2010
FATA FAT MIX

3. WHY
?

4. PROMOTION
SALES PROMOTION
ADVERTISEMENT
BRANDING
PRODUCT VALUE

5. COMPANY PROFILE
COMPANY NAME – AGRICARE
DAY OF SET UP- MARCH, 1985
TYPE – PVT. LTD.
SIZE-2500 E
LOCATION-NEW DELHI HQ
1-AGRO –BASED INDUSTRY WILL BRING THE STABILITY OF INDIAN ECONOMY.
2-WE HAVE DECIDED TO DEVELOP THE AGRICULTURAL SECTOR AND AGROBASED
INDUSTRY SECTOR.
MISSION
VISION
TO CARRY ON BUSINESS AS AGRICULTURIST IN INDIA AND ABROAD.
TO CARRY ON BUSINESS AS MANUFACTURER, PRODUCESS AND EXPOTER,
WHOLESALE ,RETAILARS,DISTRIBUTER AND AGENT.

6. NEW PRODUCT
DEVELOPMENT
WE STARTED

7. ANALYSIS
 RURAL INDIA
 AGRI INPUTS MARKET
 FIVE FORCE ANALYSIS
 RURAL MARKETING
 PROBLEMS IN RURAL
MARKETING

8. RURAL INDIA
VILLAGES ARE THE HEART OF INDIA
75% POPULATION
6,38,365 VILLAGES
58% DISPOSABLE INCOME IN RURAL
41% MIDDLE CLASS
55.6% CONTRIBUTION OF NATIONAL INCOME
ANNUAL HOUSEHOLD INCOME 40,000

9. AGRI INPUTS MARKET
FIRST IN WORLD IN TERM OF IRRIGATED LAND AREA
SECOND IN TERM OF ARABLE LAND
CHEMICAL FERTILIZERS
LAST 50 YEARS HAS GROWN NEARLY 170 TIME.
IN 1950 USE PER HECTARE IN INDIA WAS 0.55Kg
IN 2001-02 THIS FIGURE HAS INCRESED TO
AROUND 90.12 Kg 12808 CR BUDGETED

10. NEW AND SUCCESSFULLY
INNOVATED PRODUCT
TRADIONAL OR MODIFIED
PRODUCT
THREAT OF NEW ENTRANT
BARGAING POWER OF
SUPPLIER
BARGAINING POWER OF
CUSTOMER
THREAT OF SUBSTITUTE
INDUSTRY RIVALRY
THREAT OF NEW ENTRANT
BARGAING POWER OF
SUPPLIER
BARGAINING POWER OF
CUSTOMER
THREAT OF SUBSTITUTE
INDUSTRY RIVALRY

11. RURAL MARKETING
THE FUTURE LIESWITHTHOSE COMPANIES WHO SEETHE
POOR ASTHEIR CUSTOMERS.
-C.K PRAHALAD
POPULATION NOT EXCEEDING
5000.
AT LEAST 75% OFWORKING
MALE ENGAGED IN
AGRICULTURAL PURSUITS.
A POPULATION DENSITY OF
LESSTHAN 400 PER SQ. KM.

12. PROBLEMS IN RURAL MARKETING
RURAL INDIA
LACK OF PROPER PHYSICAL COMMUNICATION
FACILITIES.
LACK OF PROPER TRANSPORT FACILITY
MANY LANGUAGES AND DIALECTS
DISPERSED MARKET.
LOW PER CAPITA INCOME
LOW LEVEL OF LITERACY
PREVALENCE OF SPURIOUS BRANDS
SEASONAL DEMAND

13. MY DECISION
LOCATION
CLIMATE OF LOCATION

14. LOCATION
PUNJAB
GEO. AREA-5.3mh
UNDER CULTIVATION-4.23mh
76% POPULATION DEPENDS IN
AGRICULTURE
MAJOR CROPS-WHEAT AND RICE

15. CLIMATE OF LOCATION
SEASON-
SUMMER
MONSOON
WINTER
RAINFALL -
250MMTO 1000MM

16. THEN

17. PRODUCT
AGRICARE
BUTACHLOR60%EM
FATAFAT MIX
COMPANY- AGRICARE
PRODUCT-FATA FAT MIX
TYPE-WEEDICIDE

18. LOGO
TAGLINE of company
GOLDEN CROP

19. NAME OF PRODUCT
PRODUCT-FATA FAT MIX
“FATA FAT MIX
EASY TO FIX”

20. NEW PRODUCT DEVELOPMENT
NEW PRODUCT DOES NOT NECESSARILY MEAN AN INVENTION.
A MINOR MODIFICATION OR ADDITION TO AN ALREADY EXICTING PRODUCT.
 OBJECTIVES
NEW PRODUCT DEVELOPMENT PROCESS
A) EXPLORATION STAGE
B) SCREENING STAGE
1---NATURE OF DEMAND
2---COMPATABILITY
3---RESOURCES
4---COMPETITION
C) DETAILED VALUE OFFERING EVALUTION
D) BUSINESS ANALYSIS
E) PRODUCT DEVELOPMENT

21. F) DEVELOPMENT OF MARKETING MIX
1- 4PS
G) PRODUCT TESTING
1-PRODUCT TESTING
2-CONCEPT TESTING
3-TEST MARKETING
H) COMMERCIALISATION OR LAUNCH
1-PROMOTION STRATEGY
2-PRICING STRATEGY
3-PLACE STRATEGY
CONTD……….

22. AGRICARE
OBJECTIVES---
1- ROTATION OF ECONOMIC RESOURCSE
2-DEVELOPMENT
3-WIDEN PRODUCT PACKAGING (RANGE)
4-BRING IN “CONSUMER SATISFACTION”
PROMOTION (DEMO)
5-DEVELOP A POOL OF MANAGERIAL TALENT

23. AGRICARETM
NEW PRODUCT DEVELOPMENT PROCESS
EXPLORATION STAGE---
ONTHE BASICES OF MARKET FEEDBACK ,SURVYAND RESEARCH FROM
RURAL MARKET SOMEWEEDICIDE COMPANY DRAWBACK----
1-KILLING OF EARTH WARM
2-SOME PRODUCT HARM FULL FOR CROP
4-BAD SIMALE
NON TERMINATION OF BROAD-LEAF WEEDS
SOME CASES OF LEAF ROTTING {RATHER THAN ANY
DAMAGE TO CROP}
PUNGENT SMELL TILL 6-7 DAYS FROM THE APPLICATION

24. AGRICARETM
SCREENING STAGE---
“SCREENING IS EXECUTED BY THE
RANG OF SPECIALISTS FROM DIFFERENT
DEPARMENT OF THE ORGANISATION
FORMING A PART OF THE PRODUCT
PLANNING GROUP.”

25. AGRICARETM
1---NATURE OF DEMAND
2---COMPATABILITY
TARGET MARKET
DEMAND OVER OF PERIOD OF TIME
GROWTH PROSPECTS
MATCH WITH THE CORPORATE OBJECTIVES
IMPACT ON THE EXISTING PRODUCT LINE
NEW IDEA WITH THE EXISTING STRATEGIES AND
WORK PROCESSES

26. AGRICARETM
3---RESOURCES
4---COMPETITION
MONEY
TIME
TECNOLOGICAL CAPABILITY
THE ALTERNATIVES COMPETITER TO THE PRODUCT
IDEA SWOT OF OTHER AND MY PRODUCT PUBLIC
OPINION AND INTEREST

27. AGRICARETM
DETAILED VALUE OFFERING EVALUTION
UNIQUENESS OF MY PRODUT
FARMERS-
SIMPLE AND EASY TO USE
IT IS AFFORDABLE
NO SMELL
PRODUCT RANGE
RETAILER SIDE-
CONVENIENT TO STORE
OFFERS FOR RETAILER
GOOD PACKAGING
GOOD MARGIN

28. AGRICARETM
BUSINESS ANALYSIS
FINANCIA PROFITABLE
FEASIBLE PROPOSITION
COST OF MY PRODUCT IS SLIGHTY LESS
OTHER RUNING PRODUCT
250 g COST
1 kg AND 3 kg
PROMOTION
• MY SIDE-50
• OTHER -55
• I GOT 10% OTHER 15%
• MY SIDE -185,550
• OTHER-190,560
• I GOT 18% OTHER 24
• 35% EXPENSES
• OTHER 25 %

29. AGRICARETM
PRODUCT DEVELOPMENT
WE ALSO SPEND FOR R&D
MODIFICATION
NEW CONCEPT
RESEARCH,INVOLMENT OF TOP MGT
HOE TO MAKE DIFFRENT TO OTHER

30. AGRICARETM
DEVELOPMENT OF MARKETING MIX
TAGLINE of company
GOLDEN CROP

31. AGRICARETM
4Ps---
PRODUCT- 1-VARIANTS 250g TO 5 kg
2-GOOD PACKAGING
3-LOGO EASY TO UNDERSTAND
4-BRAN NAME
PROMOTION- MY USP
1-EASY PUNCH LINE
2-SAME STATE SALES PERSON
3-COMMUNICATION
4-SAMPLE , OFFER
PRICE- CAMPARE THEN OTHER ALWAYS LESS
QUALITY BETTER THEN OTHER.
PLACE-HUB OF PADDY PUNJAB
SLOWLY START UP,HARIYANA SAME
CULTURE ARE THERE.
GOLDEN CROP

32. AGRICARETM
PRODUCT TESTING
PRODUCT TESTING
CONCEPT TESTING
TEST MARKETING
I. NATURE OF SAMPLE
II. THE SIZE OF SAMPLE

33. AGRICARETM
COMMERCIALISATION OR LAUNCH
PROMOTION STRATEGY
PRICE STRATEGY
PLACE STRATEGY

34. PROMOTION STRATEGY
AGRICARETM
FARMER’S METTING
GROUP DISCUSSION
VAN CAMPAIGN
POSTERING
ADVERTISING
TEL-COMMUNICATION
INDIVIDUAL CONTACT

35. FARMER’S METTING
AGRICARETM

36. GROUP DISCUSSION
AGRICARETM

37. VAN CAMPAIGN
AGRICARETM
AGRICARE

38. POSTERING
AGRICARETM
AGRICARE
FATAFATMIX
FATAFATMIX
FATAFATMIX
FATAFATMIX

39. ADVERTISING
AGRICARETM
EASY TO MIX 1 TIME IN INDIA
FATA FAT MIX

40. TEL-COMMUNICATION
AGRICARETM
FATA FATMIX
LUNCH
IN YOUR CITY.
“KISAN BHAI
PUN JAB MAI
AAB F.F MIX
UPLABD HAI”
OFFER IN
FAST MIX
LAST DATE
31 DEC 2010

41. INDIVIDUAL CONTACT
AGRICARETM

42. PRICE STRATEGY
AGRICARETM
PRICE
MY SIDE-50
OTHER -55
I GOT 10% OTHER 15%
PROMOTION
35% EXPENSES
OTHER 25 %

43. AGRICARETM
PLACE STRATEGY
D.
R.
B.C. FOLLOWER

44. AGRICARETM

45. SIR
SENIOR
PHILIP KOTLER, KELLER, KOSHY,JHA, MARKETING
MANAGEMENT,PEARSON PUBLICATION,13TH EDITION,
PAGE NUMBER (86-113)
PARDEEP K. & RAUT RURAL MARKETING
GOOGLE FOR PICTURE
AGRICARETM
REFERENCES-:

46. AGRICARETM
?

47. Thank you