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HONEY MARKETING PLAN
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overview of honey marketing in india

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  2. 2. University of Agricultural Sciences, GKVK Bangalore. Department of AgriculturalMarketing Cooperation and Business Management 1st - Seminar Overview of honey marketing in India By, Puneeth, J., Sr. MBA(ABM) 2
  3. 3. FLOW OF SEMINAR INTRODUCTION MARKETINGASPECTSOF HONEY HONEYPRODUCTIONIN INDIA IMPORTANDEXPORTDATAOF HONEY CONCLUSION3
  4. 4. INTRODUCTION It is defined as a sweet liquid prepared by honey bees from nectars of plants. The per capita consumption of honey in India is just 8 grams, whereas in Germany it is 1800 grams. About sixteen lakh people are directly or indirectly engaged in the bee keeping and allied activities. India has been known as ‘land of honey.’ Since centuries, honey is used to treat a variety of ailments through a wide range of applications. Honey is a natural product that has no substitute. 4
  5. 5. Cont.…. Quality honey reportedly comes mainly from the states of Jammu and Kashmir and Himachal Pradesh Major honey producing states in the country include Punjab, Tamil nadu, Bihar and West Bengal. 5
  6. 6. HONEY MARKETING The Directorate of beekeeping has taken up marketing of honey as departmental activity since 1970’s to help the beekeepers and Co-operatives in disposing stock of honey. There are departmental marketing depots at Ernakulum, Pune and Delhi to take care the marketing aspect of south, central and north India respectively. There is a chain of marketing sales out lets throughout the country owned by KVIC departmental such as Major Bhavans and institutions/ Co-operatives. 6
  7. 7. HONEY COLLECTION CENTRES • These are centres where beekeepers can bring their products and be certain of a market. • Centres function as a means of collecting honey and beeswax from beekeepers and then arranging its onward sale, either locally, within the nation, or for export. • The centres sometimes help beekeepers by providing them with lidded plastic containers for honey and beeswax collection (that remain the property of the centre). Depending on the area covered, the centre may need to organise the collection of buckets from specified collection sites throughout the area 7
  8. 8. Cont.…. • Centres had secure storage space for honey and beeswax, buckets, weighing scales, honey refract meters, simple processing equipment. • Difficulties can arise for honey buying centres may be periods when little honey and wax are available, or when other buyers begin offering better prices to beekeepers. 8
  9. 9. MARKETING CONSTRAINTS Lack of access to suitable containers for storing, transporting and marketing honey. Poor diversity of retail packaging materials. Lack of roads Lack of transport. Lack of communication possibilities 9
  10. 10. Cont.. Lack of bargaining power. Lack of organizational support. Lack of training and technical advice, or poor quality training. Poor market access. Lack of remunerative price. 10
  11. 11. PACKAGING Beekeepers sell their honey in villages and town markets in whatever containers are available. In poor places, this may be in drink bottles. Glass is often used as a container for selling honey but glass jars are heavy, breakable and cannot be stacked together when empty. Honey is most commonly packed in glass jars of 450 or 500 grams, or of one-pound weight, and different nations have their own norms for honey marketing. 11
  12. 12. Cont.. In central and eastern Europe honey is sold in one kilogram jars, and in the Caribbean, recycled rum bottles are the accepted norm for honey marketing. Small amounts are often sold in foil or plastic containers of about 25 grams, principally for the catering trade. 12
  13. 13. LABELLING Contents: Honey. Source of the honey for example: sunflower, mixed blossom, forest honey. The country and district where it was produced. Name and address of the beekeeper. The weight of honey in the container. The date of packing (or the beekeeper’s own code). 13
  14. 14. 1) Honey authenticity : HONEY TRADE REQUIREMENTS It is 100 per cent real honey and has not been contaminated with sugar syrup. Geographical and botanical origin. In addition, honey may have other categories assigned to it, such as organic, fairly traded, unfiltered, raw, etc. 14
  15. 15. 2) Honey adulteration  Honey is a target for adulteration, with acid- inverted sugar syrups, corn syrups, and syrups of natural origin (such as maple, cane sugar, beet sugar, molasses, etc.) added to honey.  Informed consumers are able to taste the difference between these and real honeys, but laboratory tests are needed to prove the difference. 15
  16. 16. TRANSPORTING HONEY IN LARGER VOLUMES Honey in larger volumes is often carried in plastic jerry cans or 20 litre tins The best options for processing and transporting honey are stackable, plastic buckets with tight fitting lids. Using these buckets, beekeepers can sort honey into first and second quality at time of harvest, and they can be used for the sieving and filtration steps of processing. 16
  17. 17. ROADSIDE MARKETING  Selling honey at a roadside stall or market can bring the advantages of long opening hours and plenty of passing trade, without the overhead costs of a shop.  Roadsides are dusty places, and the containers and lids usually benefit from a quick polish every day. 17
  18. 18. TIPS FOR HONEY MARKETING A bold, bright sign is essential. Honey for sale must always be of top quality and pure. Honey containers must be perfectly clean. Local purchasers can become regular customers if they know and trust the brand of honey they are buying. 18
  19. 19. Cont.… Improve sales by offering different sizes and styles of packaging. Pay attention to the display. Link honey with other products. 19
  20. 20. STANDARD OF CONTRACT IN THE TRADE OF HONEY The contract parties: the seller, the buyer, the broker and/or buying/selling agent. All names and addresses must be correct. The product, price and quality of the product are sufficiently specified, so that no misunderstandin gs can arise. The quantities must be stated. If the buyer and the seller agree to more or less than the agreed quantity, this is to be specifically mentioned. The delivery terms are mentioned according to the description of the Inco terms 1990 (available at the International Chamber of Commerce). 20
  21. 21. Cont.… The payment terms are to be given in detail. The delivery time is a vital piece of information on which the seller and the buyer will have to agree. Packaging details, including measurement s and weights. If one of the parties has negotiated special conditions, this is to be mentioned in the contract. 21
  22. 22. ISSUES FACED BY TRADERS   Lack of access to products of sufficient quantity. No linkages between producers and buyers. Lack of access to, or non-availability of credit. Poor diversity of retail packaging materials. Different buyers having differing quality requirements 22
  23. 23. CERTIFICATION • Market requires imported honey to be certified that it is free from chemical, antibiotic and other residues. • These are the most stringent criteria that are constantly updated as new contaminants are discovered in honey on the world market. • While this makes the EU the hardest market for potential exporters to access, it also makes it a worthwhile market for producer groups with high quality product. 23
  24. 24. HONEY COLLECTION BY LAMPS DURING 2013-14 IN KARNATAKA LAMP SOCIETY PRODUCTION (TONNES) HUNSURE 1 H.D. Kote 1 GUNDLPET 2 B.R.HILLS 5 CH.NAGAR - PUTTUR - SULIYA - BASAVANAHALLI - TITHIMATHI - KOPPA 10 BHAGAMANDALA 3 24 Source : NAEB report on LAMPS 2014
  25. 25. STATEWISE HONEY PRODUCTION IN INDIA 2005-2006 State Total production (Tonnes) Andhara pradesh 317.54 Assam 413.58 Bihar 2535.5 Haryana 108.74 Himachal pradesh 233.52 J&K 810.36 Karnataka 178.62 Kerala 519.75 Madhya pradesh 30.4 Maharashtra 140.44 Manipur 163.9 Meghalaya 177.06 Nagaland 36.9 Orissa 596.1 Punjab 2286.36 Tamil nadu 1234.46 U.P 320.54 West bengal 1247.78 others 73.92 Source :KVIC 2005-2006, PAU, 1996, Wakhle 1998 25
  26. 26. 0 500 1000 1500 2000 2500 3000 Production(Tonnes) States STATEWISE HONEY PRODUCTION IN INDIA 2005-06 total production 26
  27. 27. PRODUCTION OF HONEY IN INDIA YEARS PRODUCTION ((IN 000' MT) 2001-02 10 2002-03 10 2003-04 10 2004-05 10 2005-06 52 2006-07 51 2007-08 65 2008-09 65 2009-10 65 2009-11 65 Source : http://nhb.gov.in/area-pro/database-2011.pdf27
  28. 28. 28 0 10 20 30 40 50 60 70 Production(000'MT)
  29. 29. PRODUCTION OF HONEY IN WORLD 2009-10 Source : worldtradedaily.files.wordpress.com29
  30. 30. WORLD HONEY EXPORTERS Source : worldtradedaily.files.wordpress.com 30
  31. 31. WORLD HONEY IMPORTERS Source : worldtradedaily.files.wordpress.com 31
  32. 32. CONCLUSION 32 By giving correct training to the beekeepers we can increase the production of honey in the future years. Most of the production of honey is from forest area hence by providing sufficient price to the tribal people we can increase production of honey. By providing correct packaging material to honey and also by correct labeling to the honey which are available in the LAMPS we can attract the more customer.
  33. 33. REFERENCES  SNEHLATA NATH, Keystone Foundation, Honey Collection and Marketing in India.  FAO report on honey collection and international trade.  RAJENDRA KUMAR TIWARI, Indian horticulture database-2013.  http://nhb.gov.in/area-pro/database-2011.pdf  worldtradedaily.files.wordpress.com 33
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