Technical & Marketing Aspects of Seeds Business

TECHNICALTECHNICAL
&&
MARKETING ASPECTSMARKETING ASPECTS
OFOF
SEEDSSEEDS

SEED BUSINESSSEED BUSINESS
 SEED is Life in a capsuleSEED is Life in a capsule
 SEED is Biological ProductSEED is Biological Product
 SEED requires careful, technical and timely handlingSEED requires careful, technical and timely handling
 SEED company & its Distributors ,Dealers & Employee toSEED company & its Distributors ,Dealers & Employee to
work with farmers through out product life cycle .work with farmers through out product life cycle .
 VEGETABLE SEEDS – A more complex ,magnitude is high.VEGETABLE SEEDS – A more complex ,magnitude is high.

VEGETABLE SEEDSVEGETABLE SEEDS
 VEGETABLE SEEDS is Industrial productVEGETABLE SEEDS is Industrial product
 VEGETABLE SEEDS requires huge investmentVEGETABLE SEEDS requires huge investment
 SELLING VEG.SEEDS IS ---------SELLING VEG.SEEDS IS ---------
 Giving Hopes & Promises to farmersGiving Hopes & Promises to farmers
 Big responsibility on the Company, Distributors ,Dealers andBig responsibility on the Company, Distributors ,Dealers and
Employees.Employees.

SEEDSEED
SEED IS A RIPENED OVULE CONTAINING ANSEED IS A RIPENED OVULE CONTAINING AN
EMBRYO IN ARRESTED STATE OF DEVELOPMENTEMBRYO IN ARRESTED STATE OF DEVELOPMENT
USALLY WITH FOOD RESERVE & A PROTECTIVEUSALLY WITH FOOD RESERVE & A PROTECTIVE
COAT.COAT.
IN SEED TECHNOLOGICALTERMS,THE PART OFIN SEED TECHNOLOGICALTERMS,THE PART OF
PLANT USED FOR SOWING OR PLANTING TO RAISEPLANT USED FOR SOWING OR PLANTING TO RAISE
THE CROP & NOT FOR HUMAN CONSUMPTION.THE CROP & NOT FOR HUMAN CONSUMPTION.

SEED QUALITY- LAWSSEED QUALITY- LAWS
SEED ACT-1966SEED ACT-1966
SEED RULES -1968SEED RULES -1968
FOODGRAINS MOVEMENT RESTRICTIONSFOODGRAINS MOVEMENT RESTRICTIONS
( EXEMPTION OF SEEDS ) ORDER -1970( EXEMPTION OF SEEDS ) ORDER -1970
SEED CONTROL ORDER-1983SEED CONTROL ORDER-1983
THE PLANTS,FRUITS & SEEDSTHE PLANTS,FRUITS & SEEDS
( REGULATION OF IMPORT IN NDIA )( REGULATION OF IMPORT IN NDIA )
ORDER -1989ORDER -1989
PROTECTION OF PLANT VARIETIES &PROTECTION OF PLANT VARIETIES &
FARMERS RIGHT ACT -2001FARMERS RIGHT ACT -2001

AS PER SEED ACT ANY OF THE FOLLOWING CLASSES OF SEEDSAS PER SEED ACT ANY OF THE FOLLOWING CLASSES OF SEEDS
 SEEDS OF FOOD CROPS INCLUDING EDIBLE OILSEEDS OF FOOD CROPS INCLUDING EDIBLE OIL
 SEEDS,FRUITS & VEGETABLES SEETDSSEEDS,FRUITS & VEGETABLES SEETDS
COTTON SEEDSCOTTON SEEDS
 SEEDS OF CATTLE FODDERSEEDS OF CATTLE FODDER
 JUTE SEEDSJUTE SEEDS
& INCLUDES SEEDLINGS, TUBERS,& INCLUDES SEEDLINGS, TUBERS,
BULBS,RHIZOMES,ROOTS, CUTTINGS,ALL TYPES OFBULBS,RHIZOMES,ROOTS, CUTTINGS,ALL TYPES OF
GRAFTS & OTHER VEGETATIVE PROPOGATEDGRAFTS & OTHER VEGETATIVE PROPOGATED
MATERIAL OF FOOD,FODDER CROPSMATERIAL OF FOOD,FODDER CROPS
 Other Type Of Seeds Under separate act & certificationOther Type Of Seeds Under separate act & certification
 –– BT Seeds , Organic SeedsBT Seeds , Organic Seeds

KIND & VARIETYKIND & VARIETY
 KIND – ONE OR MORE RELATED SPECIES OR SUB-SPECIES OFKIND – ONE OR MORE RELATED SPECIES OR SUB-SPECIES OF
CROP PLANTS EACH INDIVIDUALY OR COLLECTIVELY KNOWNCROP PLANTS EACH INDIVIDUALY OR COLLECTIVELY KNOWN
BY ONE COMMON NAME SUCH AS CABBAGE, MAIZE,PADDY &BY ONE COMMON NAME SUCH AS CABBAGE, MAIZE,PADDY &
WHEATWHEAT
 VARIETY – IT IS SUB-DIVISION OF KIND IDENTIFIED BY ITSVARIETY – IT IS SUB-DIVISION OF KIND IDENTIFIED BY ITS
GROWTH,YIELD,PLANT, FRUIT, SEED OR OTHER CHARACTERGROWTH,YIELD,PLANT, FRUIT, SEED OR OTHER CHARACTER
 A GROUP OF PLANTS UNIFORM IN IN THEIRA GROUP OF PLANTS UNIFORM IN IN THEIR
MORPHOLOGICAL,PHYSIOLOGICAL, BIOCHEMICALMORPHOLOGICAL,PHYSIOLOGICAL, BIOCHEMICAL
CHARACTERS WITHOUT ANY VARIATION FROM GENERATIONCHARACTERS WITHOUT ANY VARIATION FROM GENERATION
TO GENERATION & CAN BE DIFFERENTIATED FROM OTHERTO GENERATION & CAN BE DIFFERENTIATED FROM OTHER
GROUP OR PLANTS OF THE SAME SPECIES BY SOMEGROUP OR PLANTS OF THE SAME SPECIES BY SOME
DISTINGWISH CHARACTERS AS VARIETYDISTINGWISH CHARACTERS AS VARIETY

DEVELOPMENT OF VARIETYDEVELOPMENT OF VARIETY
Breeding process
Seed Production as per
State seed certification agency
Breeder, foundation
&
Certified seeds
A Variety evolved
Testing by AICCIP
Identification for region/zone in crop workshop
Trials
Release of Variety
by
State Govt.
Notification
By
Govt.of India
Breeding process
Breeder, foundation
&
Certified seeds
A Variety evolved
Testing by AICCIP
Trials
Release of Variety
by
State Govt.
Notification
By
Govt.of India
Breeding process
Breeder, foundation
&
Certified seeds
A Variety evolved
Testing by AICCIP
Trials
Release of Variety
by
State Govt.
Notification
By
Govt.of India

SEED BUSINESS – EVOLUTIONSEED BUSINESS – EVOLUTION
 Ops to selection / HybridsOps to selection / Hybrids
 Selection to HybridsSelection to Hybrids
 Hybrid to Better HybridsHybrid to Better Hybrids
 Better Hybrids to Value added Superior HybridBetter Hybrids to Value added Superior Hybrid
 (GMOs)?(GMOs)?
 At every stage there is tremendous valueAt every stage there is tremendous value
 creation / value addition for everybody who iscreation / value addition for everybody who is
involved in the evolution process of this businessinvolved in the evolution process of this business

SOURCES OF SEEDSSOURCES OF SEEDS
 NUCLEUS SEEDS - FROM CROP BREEDER & PROPRITORNUCLEUS SEEDS - FROM CROP BREEDER & PROPRITOR
BREEDERBREEDER
 BREEDER SEEDS – FROM BREEDER OF HYBRID/PROPRITORBREEDER SEEDS – FROM BREEDER OF HYBRID/PROPRITOR
BREEDER ( GOLDEN YELLOW COLOUR TAG BY CERTIFICATIONBREEDER ( GOLDEN YELLOW COLOUR TAG BY CERTIFICATION
AGENCY )AGENCY )
 FOUNDATION SEEDS – FROM BREEDER SEEDS ( WHITE TAG )FOUNDATION SEEDS – FROM BREEDER SEEDS ( WHITE TAG )
 CERTIFIED SEEDS – FROM FOUNDATION SEEDS ( BLUE TAG )CERTIFIED SEEDS – FROM FOUNDATION SEEDS ( BLUE TAG )
 TRUTHFUL SEEDS- FROM OWN RESEARCH VARIETIES & FROMTRUTHFUL SEEDS- FROM OWN RESEARCH VARIETIES & FROM
CERTIFIED SEEDS OF NOTIFIED VARITIES ( GREEN TAG )CERTIFIED SEEDS OF NOTIFIED VARITIES ( GREEN TAG )
 AGRI.UNIVERSITY,ICAR/IARI,SEEDS CORPORATION,PVT SEEDAGRI.UNIVERSITY,ICAR/IARI,SEEDS CORPORATION,PVT SEED
COMPANY,FARMERS ( COOPERATIVE SOCIETIES ) & SEEDCOMPANY,FARMERS ( COOPERATIVE SOCIETIES ) & SEED
CERTIFICATION AGENCY INVOLVED IN SEED MULTIPLICATIONCERTIFICATION AGENCY INVOLVED IN SEED MULTIPLICATION
CHAINCHAIN

CONCEPT OF SEED QUALITYCONCEPT OF SEED QUALITY
 IT IS THE DEGREE OF EXCELLENCE INIT IS THE DEGREE OF EXCELLENCE IN
REGARDS TO THE CHARACTERSTICSREGARDS TO THE CHARACTERSTICS
FEFERRED ----- ( PLANTING VALUE )FEFERRED ----- ( PLANTING VALUE )
 HIGH GENETIC PURITY & GERMINATIONHIGH GENETIC PURITY & GERMINATION
 GOOD PHYSICAL QUALITYGOOD PHYSICAL QUALITY
 SEED HEALTHSEED HEALTH
 SEED VIGOURSEED VIGOUR
 OBJECTIONABLE SEEDS ( Weeds & other cropsOBJECTIONABLE SEEDS ( Weeds & other crops
seeds )seeds )

SEED QUALITY = YIELD/ UNIT AREA
YIELD POTENTIAL
Physical purity
Plant Population
Germination Capacity
Plant Population
Seed Vigour
Plant Population
Seed Health
Plant Population & Soil Health
Objectionable Seeds
Soil Health & Plant Health
Genetic purity
Yielding Ability

Seed Testing Laboratory FunctionsSeed Testing Laboratory Functions
 Objective – To deliver test results in time &Objective – To deliver test results in time &
coordinating with other functions of the supplycoordinating with other functions of the supply
chain i.e. Seed Production, Processing &chain i.e. Seed Production, Processing &
Packing & dispatches for the quality of seeds.Packing & dispatches for the quality of seeds.

Seed Quality Tests in LaboratorySeed Quality Tests in Laboratory
Dormancy testDormancy test
Germination testGermination test
Germination test in soil / sandGermination test in soil / sand
Purity ( ODV )Purity ( ODV )
Trait purity in BTTrait purity in BT
Weed testWeed test
Seed health test ( Viral, bacterial, fungal,Seed health test ( Viral, bacterial, fungal,
nematode )nematode )

Seed Quality Tests --Seed Quality Tests --
1000 grain weight1000 grain weight
Percent moisturePercent moisture
Tetrazolium chloride ( TZ )Tetrazolium chloride ( TZ )
Vigor & ViabilityVigor & Viability
Herbicide ToleranceHerbicide Tolerance
Field Test ( Grow Out Test )Field Test ( Grow Out Test )

Germination Test V/S Vigor TestGermination Test V/S Vigor Test
Germination test performed under idleGermination test performed under idle
laboratory conditions , these seldom occur inlaboratory conditions , these seldom occur in
field. Germination test in lab determine the highestfield. Germination test in lab determine the highest
germination potential in idle condition but notgermination potential in idle condition but not
differentiate the seed lots based on their capabilitiesdifferentiate the seed lots based on their capabilities
to perform under adverse conditions.to perform under adverse conditions.
Now Vigor test is very important managementNow Vigor test is very important management
tool for crop production under different climatictool for crop production under different climatic
conditions prevailed during early & late sowingconditions prevailed during early & late sowing

Factors affecting Vigor testFactors affecting Vigor test
VarietyVariety
Weather condition during seed development &Weather condition during seed development &
maturation.maturation.
Mechanical damage during harvest or cleaningMechanical damage during harvest or cleaning
Inadequate drying & unsuitable storage condition.Inadequate drying & unsuitable storage condition.
The standard germination test may not be reflected inThe standard germination test may not be reflected in
germination results but effect the Vigor of seeds.germination results but effect the Vigor of seeds.
To see the effect of above factors ( Vigor Test )To see the effect of above factors ( Vigor Test )

Low GerminationLow Germination

Medium GerminationMedium Germination

Higher GerminationHigher Germination

Tetrazolium Test ( Tz )Tetrazolium Test ( Tz )
 It is quick bio chemical test.It is quick bio chemical test.
 Useful for making fast decisions about sowing withinUseful for making fast decisions about sowing within
24-48 hours as compare to 5-7 days or24-48 hours as compare to 5-7 days or
certain weeks for standard germination test or othercertain weeks for standard germination test or other
vigor test.vigor test.
The TZ Test distinguishes between viable & deadThe TZ Test distinguishes between viable & dead
tissues based on respiration activity of seeds ( i.e.tissues based on respiration activity of seeds ( i.e.
dehyrogenase enzymes activities )dehyrogenase enzymes activities )
Living cells will stain red colour & dead cells remainLiving cells will stain red colour & dead cells remain
colour less.colour less.

Seed Vigor Evaluation & AdvantageSeed Vigor Evaluation & Advantage
Color intensity, location, missing embryo parts.Color intensity, location, missing embryo parts.
Speedy, largely applicable, identify damages duringSpeedy, largely applicable, identify damages during
harvesting & storage.harvesting & storage.

SEED QUALITY STANDARDSSEED QUALITY STANDARDS
IMSCS ( Indian minimum seed certification standardsIMSCS ( Indian minimum seed certification standards ))
GENETIC PURITY –GENETIC PURITY –
Breeder Seeds ----------- 100 %Breeder Seeds ----------- 100 %
Foundation Seeds ------- 99 %Foundation Seeds ------- 99 %
Varieties ------------------ 98 %Varieties ------------------ 98 %
Hybrids ------------------- 95 %Hybrids ------------------- 95 %
Cotton --------------------- 90 %Cotton --------------------- 90 %

Germination ( Major Crops )Germination ( Major Crops )
 All Guards, Chilli, Spinach ---------------- 60 %All Guards, Chilli, Spinach ---------------- 60 %
 Bhendi,Corriander -------------------------- 65Bhendi,Corriander -------------------------- 65
%%
 Castor, G.Nut, Soyabean, Sunflower ----- 70 %Castor, G.Nut, Soyabean, Sunflower ----- 70 %
 Sorghum, Pearl Millets,Black,Geengram 75 %Sorghum, Pearl Millets,Black,Geengram 75 %
 Peas,Tur,Cotton ---------------------------- 75Peas,Tur,Cotton ---------------------------- 75
%%
 Paddy,Maize,Safflower,Sesamum ------ 80Paddy,Maize,Safflower,Sesamum ------ 80
%%

 Physical Purity -------------------------- 98 %Physical Purity -------------------------- 98 %
 Moisture ContentMoisture Content
 Paddy ------------------------------------- 13 %Paddy ------------------------------------- 13 %
 Wheat,Maize,Sorghum,Bajra, Soyabean 12 %Wheat,Maize,Sorghum,Bajra, Soyabean 12 %
 Black,Greengram,Cowpea ------------- 9 %Black,Greengram,Cowpea ------------- 9 %
 Mustard,Castor,Tomato ---------------- 8 %Mustard,Castor,Tomato ---------------- 8 %
 All Gourds, Chillies --------------------- 7 %All Gourds, Chillies --------------------- 7 %

Seed Testing & Quality AssuranceSeed Testing & Quality Assurance
 QA in fields - Field inspection ( Roughing &QA in fields - Field inspection ( Roughing &
Isolation ) & Grow out testIsolation ) & Grow out test
 QA Laboratory - ( Seed Sampling,QA Laboratory - ( Seed Sampling,
Germination,Physical Purity,ODV,Moisture,SoilGermination,Physical Purity,ODV,Moisture,Soil
Emergence Vigor & Viability Test )Emergence Vigor & Viability Test )
 Biotechnological Laboratory - ( Elisa Test )Biotechnological Laboratory - ( Elisa Test )
 Entomological Laboratory- ( Insect Infestation )Entomological Laboratory- ( Insect Infestation )
 Seeds samples taken by Inspector under actSeeds samples taken by Inspector under act
 Seed Samples drawn by Company,Farmer for ownSeed Samples drawn by Company,Farmer for own
purposepurpose

Seed Quality During StorageSeed Quality During Storage
 Seeds are to be stored from the moment ofSeeds are to be stored from the moment of
physiological maturity till germinationphysiological maturity till germination
 Seed storage should be dry & coolSeed storage should be dry & cool
 Effective storage conditions with pest controlEffective storage conditions with pest control
facilitiesfacilities
 Proper sanitationProper sanitation
 Wodden pelletsWodden pellets
 Seeds should be dried to safe moisture levelSeeds should be dried to safe moisture level
before storagebefore storage

Seed Quality During StorageSeed Quality During Storage
 Staking -Staking -
 Seed stacks should 10 -12 feet heightSeed stacks should 10 -12 feet height
 Soyabean ( 7.5 Feet )Soyabean ( 7.5 Feet )
 Periodical sampling for moisture,germination toPeriodical sampling for moisture,germination to
detect deteriorationdetect deterioration
 Fumigation & pest control as per requirement evenFumigation & pest control as per requirement even
bardana should also free from insect.bardana should also free from insect.
 Minimum 1 – 2 feet distance from side wallsMinimum 1 – 2 feet distance from side walls
 Proper movement between the stacks for sampling &Proper movement between the stacks for sampling &
stock movementstock movement
 Details of lot size & quantity mentioned on stackDetails of lot size & quantity mentioned on stack
Seed Quality During StorageSeed Quality During StorageSeed Quality During StorageSeed Quality During Storage

Seed ProductionSeed Production
 Nucleus to Breeder Seeds – Produced by crop breederNucleus to Breeder Seeds – Produced by crop breeder
who knows the crop breeding behavior ,diagnosticwho knows the crop breeding behavior ,diagnostic
characters & other requirement of seed production,characters & other requirement of seed production,
the production program monitored by a team ofthe production program monitored by a team of
breeders, representative of crop coordinatorbreeders, representative of crop coordinator
ICAR,producing breeder, State Govt.SeedICAR,producing breeder, State Govt.Seed
Certification AgencyCertification Agency
 Breeder to Foundation & Foundation to CertifiedBreeder to Foundation & Foundation to Certified
Seeds – Produced under supervision of seedSeeds – Produced under supervision of seed
certification agency at farmers fieldcertification agency at farmers field

Seed Production – Level PrecautionsSeed Production – Level Precautions
 Whether certified / truthful ?Whether certified / truthful ?
 Field inspections & action thereuponField inspections & action thereupon
 Isolation distanceIsolation distance
 Precaution at the time of harvestingPrecaution at the time of harvesting
 Whether proper knowledge/technical supportWhether proper knowledge/technical support
ensured ?ensured ?
 Proper storage on farm siteProper storage on farm site
 Whether certified / truthful ?Whether certified / truthful ?
 Field inspections & action thereuponField inspections & action thereupon
 Isolation distanceIsolation distance
 Precaution at the time of harvestingPrecaution at the time of harvesting
 Whether proper knowledge/technical supportWhether proper knowledge/technical support
ensured ?ensured ?
 Proper storage on farm siteProper storage on farm site

Selection of Production areaSelection of Production area
Assured irrigationAssured irrigation
Leveled,fertile soil with good drainageLeveled,fertile soil with good drainage
Ideal climatic condition for better crop growthIdeal climatic condition for better crop growth
Ideal temp. during floweringIdeal temp. during flowering
Production activities is a part of contract farming &Production activities is a part of contract farming &
buy back agreement with company hence there should not bebuy back agreement with company hence there should not be
anyany
political,unions interferencepolitical,unions interference
No child labourNo child labour

Selection of production villageSelection of production village
Easy approach to village & seed fieldsEasy approach to village & seed fields
Availability of labours perticularly for Hy. seedsAvailability of labours perticularly for Hy. seeds
Compact production areaCompact production area
Experience seed growersExperience seed growers
Free from conflicts & litigationsFree from conflicts & litigations
Assured irrigationAssured irrigation
Understanding in maintaining seed production normsUnderstanding in maintaining seed production norms
Local cooperation with villagers & village Govt. Dept.Local cooperation with villagers & village Govt. Dept.

Selection of farmers / Prod. AgentSelection of farmers / Prod. Agent
Knowledge of seed productionKnowledge of seed production
Interest to learn new techniques & ready to followInterest to learn new techniques & ready to follow
guidelines of co. technical staff, Govt agencyguidelines of co. technical staff, Govt agency
Capable of meeting financial requirementsCapable of meeting financial requirements
Honesty integrity & commitment to achieve the seedHonesty integrity & commitment to achieve the seed
quality parameters & honor the agreementquality parameters & honor the agreement
Local influenceLocal influence
Availability of vehicle & manpowerAvailability of vehicle & manpower
Farmers opinion about agentFarmers opinion about agent

Seed Processing – Levels PrecautionsSeed Processing – Levels Precautions
 Processing Plant – Availability of proper facilities ofProcessing Plant – Availability of proper facilities of
Precleaning,Drying,Grading , Gravity Separator, HandPrecleaning,Drying,Grading , Gravity Separator, Hand
Cleaning, Bagging , weighing & Stitching machinesCleaning, Bagging , weighing & Stitching machines
 Trained operational staffTrained operational staff
 Supervisory officers knows the critical points in processingSupervisory officers knows the critical points in processing
 Separate storage facility & identification mark for rawSeparate storage facility & identification mark for raw
seed,processed seed & packed seed.seed,processed seed & packed seed.
 Stock book & recordingStock book & recording
 Compliance with Certification norms & co. own quality normsCompliance with Certification norms & co. own quality norms
 Proper ventilation, light arrangement & sufficient power suppyProper ventilation, light arrangement & sufficient power suppy
& back up power ( Generator )& back up power ( Generator )
 Windows & ventilators should be proper to avoid pigeon entryWindows & ventilators should be proper to avoid pigeon entry
inside the warehouse/plantinside the warehouse/plant

Research & DevelopmentResearch & Development
 High YieldHigh Yield
 Resistance to biotic stresses ( Disease & Pest )Resistance to biotic stresses ( Disease & Pest )
 Resistance to a biotic stresses (Drought , Salinity ,Resistance to a biotic stresses (Drought , Salinity ,
High Temperatures, Global Warming )High Temperatures, Global Warming )
 Better qualitative of the produce , to be competitive inBetter qualitative of the produce , to be competitive in
the global market under regimes of WTOthe global market under regimes of WTO
 Wider adoptability ( Suitability to different agroWider adoptability ( Suitability to different agro
climatic zones, seasons & Temperatures conditions )climatic zones, seasons & Temperatures conditions )

Expectation of Seed Purchaser ( Farmer & Dealers )Expectation of Seed Purchaser ( Farmer & Dealers )
From Company Marketing The SeedsFrom Company Marketing The Seeds
 Packed seed should be uniform in size & shapePacked seed should be uniform in size & shape
 No admixture ( Inert matter – Sand,Mitti,Other cropNo admixture ( Inert matter – Sand,Mitti,Other crop
seeds,Sutli, Bidi,Empty Gutka Pouchseeds,Sutli, Bidi,Empty Gutka Pouch
 As per quality parametersAs per quality parameters
 Good physical appearance i.e. discolor seed,Dagi or rainGood physical appearance i.e. discolor seed,Dagi or rain
touch, excess green seed ex. Soyabeantouch, excess green seed ex. Soyabean
 Proper seed treatment, Coating & moisture at the time ofProper seed treatment, Coating & moisture at the time of
packingpacking
 Accurate weight Ex – 30 kg Soyabean bagAccurate weight Ex – 30 kg Soyabean bag
 450 gm BT Cotton pouch ( 450 gm x 20 pkts = 9 kg )450 gm BT Cotton pouch ( 450 gm x 20 pkts = 9 kg )
 Proper labeling & printing of mfg./exp. Dates/ MRPProper labeling & printing of mfg./exp. Dates/ MRP
 Proper Stitching & Sealing of bag or pouchProper Stitching & Sealing of bag or pouch
 Timely Supply Of Seeds in the marketTimely Supply Of Seeds in the market

Marketing & Selling ConceptsMarketing & Selling Concepts
Marketing - CUSTOMERSMarketing - CUSTOMERS
CUSTOMERSCUSTOMERS
Focuses on need of buyer ( Customer )Focuses on need of buyer ( Customer )
Satisfying the needs of buyer by means of product, creatingSatisfying the needs of buyer by means of product, creating
delivering & final consuming it . ( profit with customerdelivering & final consuming it . ( profit with customer
satisfaction )satisfaction )
Selling --- PRODUCTSelling --- PRODUCT
CUSTOMERSCUSTOMERS
Focuses on need of sellerFocuses on need of seller
Selling preoccupied with the sellers need to convert his productSelling preoccupied with the sellers need to convert his product
in to cash ( profit through sales volume )in to cash ( profit through sales volume )

Marketing ConceptsMarketing Concepts
 Find wants of customers & fill themFind wants of customers & fill them
 Make what will sale instead of trying to sell what youMake what will sale instead of trying to sell what you
can makecan make
 Love the customer not the productLove the customer not the product
 In nut shell marketing concept is a market focused,In nut shell marketing concept is a market focused,
customer oriented,co-ordinated marketing effortscustomer oriented,co-ordinated marketing efforts
aimed at generating customer satisfaction as the keyaimed at generating customer satisfaction as the key
to satisfy the organizational goals.to satisfy the organizational goals.

Organization’s GoalOrganization’s Goal
ProfitProfit
SalesSalesSalesSales Market
Share
Market
Share
ProfitProfitProfitProfit
VisibilityVisibilityVisibilityVisibility ImageImageImageImage
DemandDemandDemandDemand
ProfitProfitProfitProfit

9 P’s Marketing9 P’s Marketing
Product PeopleProduct People
PlanningPlanning
Promotion Post SalesPromotion Post Sales
ServicesServices

9 P’ s Of Marketing9 P’ s Of Marketing
 PhilosophyPhilosophy
 PricePrice
 PlacePlace
PhysicalPhysical
distributiondistribution

Concepts Of Professional MarketingConcepts Of Professional Marketing
 Seed Marketing needs professional touch.Seed Marketing needs professional touch.
 Means it is a science & needs to apply theMeans it is a science & needs to apply the
basic fundamentals for smooth working &basic fundamentals for smooth working &
achieving desired satisfaction at our level & atachieving desired satisfaction at our level & at
customer level.customer level.
 Professional approach involves clearProfessional approach involves clear
understanding of some basic, basic thingsunderstanding of some basic, basic things
needed in Agro Marketing in particular seedsneeded in Agro Marketing in particular seeds

Basic concepts to be understandBasic concepts to be understand
 Seed is highly seasonal & sensitiveSeed is highly seasonal & sensitive
 Business potential of the areaBusiness potential of the area
 Forecast for the marketForecast for the market
 Knowledge of productKnowledge of product
 Positive nessPositive ness
 Human is a great resourceHuman is a great resource
 Marketing inputsMarketing inputs
 Push & PullPush & Pull

How to go in marketHow to go in market
 Market Survey – Market Size / SeasonMarket Survey – Market Size / Season
 Study the competitionStudy the competition
 Required distribution networkRequired distribution network
 Sales Plan / Promotional PlanSales Plan / Promotional Plan
 Keep on identifying new marketKeep on identifying new market

How to get goodwill of farmer/dealerHow to get goodwill of farmer/dealer
 Regular VisitsRegular Visits
 Fruitful sharing of informationFruitful sharing of information
 Clear-cut policiesClear-cut policies
 Unbiased treatmentUnbiased treatment
 Firm on commitmentFirm on commitment
 Helping attitudeHelping attitude
 AppreciationAppreciation
 Regular activitiesRegular activities

When you are a company employeeWhen you are a company employee
Company RepresentativeCompany Representative
Company CustomerCompany Customer
Proud of himself & his workProud of himself & his work
Self confidenceSelf confidence
Confidence & pride in company productsConfidence & pride in company products

Expectation of Company FromExpectation of Company From
Hired RepresentativeHired Representative
 Should control on expenditureShould control on expenditure
 Optimum utilization of resourcesOptimum utilization of resources
Man/Money/MachineryMan/Money/Machinery
 Inventory planningInventory planning
 Control on receivablesControl on receivables
 Supply chain managementSupply chain management
 Sale of product mixSale of product mix

Ideal Representative -----Ideal Representative -----
 SkillfulSkillful
 Create new positive thingsCreate new positive things
 Accepting ChallengesAccepting Challenges
 Evolving ChangeEvolving Change
Sales means what --------------Sales means what --------------
Selling the benefits – DemonstrateSelling the benefits – Demonstrate
- Be brief , Effective &- Be brief , Effective &
SoundSound
- Sales Achievment- Sales Achievment

6 Faults in Company Representative6 Faults in Company Representative
 Over ConfidenceOver Confidence
 Expert in reason findingExpert in reason finding
 Get satisfied with false promisesGet satisfied with false promises
 Lack of planningLack of planning
 Spoon feedingSpoon feeding
 Not ready to changeNot ready to change

S.M.A.R.T. Working ---S.M.A.R.T. Working ---
S : Specific & focusedS : Specific & focused
M : Measurable ( Quantification )M : Measurable ( Quantification )
A : Achievable ( Avoid exaggeration )A : Achievable ( Avoid exaggeration )
R : Result orientedR : Result oriented
T : TimelyT : Timely

Technical & Marketing Aspects of Seeds Business

Technical & Marketing Aspects of Seeds Business

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