This document discusses seed marketing and its components. The goals of the seed industry are rapid seed multiplication, high quality seed, timely supply to farmers, and reasonable prices. Seed marketing refers to the acquisition and sale of packaged seeds, storage, delivery, and promotional activities. Key components of seed marketing include demand forecasting, marketing structure, storage, sales promotion, and post-sales services. There are various methods of seed distribution including farmer-to-farmer, registered grower, cooperative, institutional, and private organization distribution.

1. SEED MARKETING
Presented by: Krishnendu Kundu

2. CONTENT LAYOUT:
• Goals of seed industry
• Seed marketing & its component
• Seed distribution
• Sales aids

3. GOALS OF SEED INDUSTRY:
Rapid
multiplication
of seed.
Assured high
quality seed.
Timely supply
to the farmer.
Reasonable
price.

4. SEED MARKETING:
Seed marketing is one of the most vital department for seed industry, as the size & scope
of seed industry depends on it.
Seed marketing refers to:
• The actual acquisition and selling packed seeds.
• Intermediate storage.
• Delivery and
• Sales promotional activities.

5.  COMPONENTS OF SEED MARKETING:
SEED
MARKETING
Demand
forecast
Marketing
structure
Proper
storage
Sales
promotional
activities
Post
sales
services
Seed
production
& pricing

6. Seed supply keep pace with seed demand in terms
of quantity, quality, price, place & time. (both
present & future).
Avoid shortage & glut.
Ensure stable prices & profits.
 DEMAND FORECAST:

7.  FACTORS AFFECTING DEMAND FORECAST:
 Total cultivated acreage, seed rate, SRR.
 Impact on extension effects for future plan, publicity & promotional activities.
 Amount of seed sold records of last 5 years.
 Number & size of competitors.
 Cultivars preferences for varieties, kind of packing, quality & price.
 Climate of the area where seed is being marketed.

8.  MARKETING STRUCTURE:
Central marketing cell Regional office
Company own
sale deports
Dealers
(Agro-sales-service)
Dealers
(Co-operative)
Dealers
(private)
Sole distribution
(private)

9.  SEED DISTRIBUTION:
There are
five different
types of seed
distribution.
Farmer -
farmer
distribution.
Registered -
grower
distribution.
Distribution
by co-
operatives.
Distribution
by dept. Of
agriculture/
institutions.
Distribution
by private
organization/
company.
The key to success in seed marketing is the establishment of effective channel of distribution.

10.  RESPONSIBILITIES OF DEALERS & DISTRIBUTORS:
Ethical dealing.
Sale quality
seeds only.
Proper storage
of seed.
Maintenance of
attractive
shops. With
price tag
Proper
knowledge of
product &
competitors.

11.  ARRANGEMENT OF PROPER STORAGE OF SEED:
Successful seed marketing depends upon:
 Quick transportation from production area to end-use area.
 Timely availability to the growers.
 Establishment of buffer-go downs.
Stages of seed storage:
 Storage on plant (physiological maturity-harvest).
 In warehouse.
 In transit. (railway sheds, trucks etc.).
 In retail stores.
 On user’s farm.

12.  SALES PROMOTIONAL ACTIVITES:
 A sound effective sales programme based on judicious use of three basic tools…
Seed companies can provide publicity budget for materials like
 Posters
 Photographs
 Leaflets
 Arranging awareness camp.
PROMOTIONAL MEDIA: * Newspaper.
* Cinema slides.
* Hording
* Local TV channels, Radio
* Melas, cultural programmes.
* Field demonstration.
ADVERTISEMENT
PUBLICITY
PUBLIC
RELATION
The consumer’s demand for good seed is largely dormant. It must be awakened & stimulated.

13.  SALES AIDS:
 Location of the seed dealers.
 Local cropping season.
 Soil types.
 Rainfall amount & distribution.
 Traditional sources of seed.
 Financial position of farmers.
 Sources of credit.

14.  POST SALES SERVICES:
 Educating farmers to purchase certified seed from
authorized dealers, protect themselves from spurious-
seed dealers.
 Technical help required by the farmers.
 Quick follow-up.

15.  SOUND PRICING POLICY:
The price fixed for sale should be reasonable enough, so that a large number of
farmers could be attractive to purchase certified seed.
Components effecting final marketing price:
 Input costs.
 Costs in supply & demand.
 Prices of other farm products & time trend.