Documente Academic
Documente Profesional
Documente Cultură
BY
SURYA PRAKASH GOTHWAL
Submitted To
Mumbai
April-June, 2010
TABLE OF CONTENT
- PREFACE
- ACKNOWLEDGEMENT
- EXECUTIVE SUMMARY
2.1.1 History
2.1.2 Landmark
5.2 BIBLOGRAPHY
PREFACE
This project report is the result of six weeks training at Godrej Agrovet Ltd. Summer
training is an integral part of “Master in Business management” course and it aims at providing
a firsthand experience of industry to students. This practical experience helps the students to
view the real Business World closely.
I was really fortunate of getting an opportunity to pursue my Summer Training in
reputed, well established, fast growing and professionally managed organization like Godrej
Agrovet. My Project assigned, CUSTOMER SEGMENTATION OF CATTLE FEED IN
ACKNOWLEDGEMENT
This acknowledgement is not merely a catalogue of names but an expression of a deep sense of
gratitude to all those who helped me in this project directly or indirectly. I owe a great deal to
VAMNICOM for laying the building blocks of logic and pragmatism in my life. This report, in a
way is a reflection of these values. The organizational traineeship segment (OTS) provided me
with a unique opportunity of working with an organization. An individual cannot do project of
this scale. I take this opportunity to express my acknowledgement and deep sense of gratitude to
the individuals for rendering valuable assistance and gratitude to me. Their inputs have played a
vital role in success of this project.
EXECUTIVE SUMMARY
The object of this management training of marketing imparted is to provide us an
insight into the methods, both culture and the ground realities of an industry. I undertook my
training at the Godrej Agrovet Ltd. from 5th April, 2010 up to 22th May, 2010 for a period of 6-
7 weeks. I was allotted the duty to survey rural area in order to know farmers behavior towards
different feed brands. And I went to Dealer’s shop, Distributers and milk collection centers for
the collection of information required for the analysis of the given work. This report is the
INTRODUCTION
TO
SUBJECT
Dairy cattle
India is currently self-sufficient in livestock feeds and does not depend on imports. Instead, the
country exports large quantities of solvent extracted meals, which are a major source of foreign
exchange earnings.
Cereals and grains Maize, sorghum and bajra (a type of millet) are commonly used in
animal feeds. Wheat and rice are mainly retained for human consumption. In cattle feed, in
addition to these meals, others such as cotton seed, Groundnut seed and copra are used as
premium ingredients.
TABLE-2
TABLE-3
Estimates of Milk Production – State wise ( tones)
Surya Prakash Gothwal (0935) Page 17
State 01-02 02-03 03-04 04-05 05-06 06-07 07-08 08-09
All India 84406 86159 88082 92484 97066 100869 104840 108463
Andhra Pradesh 5814 6584 6959 7257 7624 7939 8925 9570
Bihar ** 2664 2869 3180 4743 5060 5450 5783 5934
Gujrat 5862 6089 6421 6745 6960 7533 7911 8386
Madhya Pradesh 5283 5343 5388 5506 6283 6375 6572 6855
Tamil Nadu 4988 4622 4752 4784 5474 5560 5586 5673
Uttar Pradesh 14648 15288 15943 16512 17356 18095 18861 19537
4176
West Bengal 3515 3600 3686 3790 3891 3982 4087
TABLE-4
The share of compound cattle feed manufactured by the industry, in relation to the overall
potential, is low for the following reasons:
The cattle population is fragmented and spread over large parts of the country. Farmers' low
level of education and strong traditional beliefs mean that there is generally little awareness of
compound cattle feed.
More than 50 percent of the country's total milk production comes from a very large number
of low-yielding cows and buffaloes. A further 25 percent of milk production comes from
buffaloes and only the remaining 25 percent of the total is produced by crossbred and improved
cows.
INTRODUCTION
TO
ORGANIZATION
2.1.2 LANDMARK
Incorporation
The Beginning
The beginning of the Godrej Group can be traced to India's freedom struggle. Its founder,
Ardershir Godrej, a lawyer by profession and a staunch nationalist, believed that India could
attain freedom only by being self-reliant. In doing so, India would overcome economic
degradation.
We shall achieve this objective through continuous improvement in quality, cost and
customer service. We shall strive for excellence by nurturing, developing and empowering our
employees and suppliers.
Commitment to Quality
Discipline
Trust
2.2 PROFILE OF THE COMPANY
Godrej Agrovet was formerly a division of Godrej Soaps Limited. It was set up as a
separate company with focus on the Agri-sector. Over the years, the company has developed and
nurtured a close relationship with farmers. Providing them with innovative Products as well as
educating them on world-class farming practices. Together with its subsidiaries Goldmohur
Foods and Feeds Limited and Golden Feed Products Limited , Godrej Agrovet has revenues
close to Rs 1000 Crores (US $ 250 million -FY 2007). The activities of the company are vast:
Compound Animal feeds, Agricultural Inputs, Integrated Poultry Business, Oil Palm Plantations,
Plant Biotech, Retailing of Fresh Farm Produce in urban areas, and rural retailing of a wide
range of products including Agricultural inputs.
Godrej Agrovet acquired Goldmohur Foods and Feeds Limited from Hindustan Lever, a
Unilever subsidiary in India, in 2001.Goldmohur Foods and Feeds Limited enjoys strong brand
GLOBAL FORAYS: Having successfully grown to be the leader in many segments, Godrej
Agrovet feels confident to take on global competition and has started making its presence felt in
the international arena too. A joint venture with ACI Group of Bangladesh for poultry and feed
operations in Bangladesh, and acquisition of controlling stake in Al-Rahaba, which runs
broiler farms in UAE exemplify this confidence.
Board of Directors
Nadir B. Godrej Chairman
Jamshyd N. Godrej
Ardeshir B. Godrej
Balram Singh Yadav Executive Director & President
Dr. Sudheer L. Anaokar
Vijay M. Crishna
Tanya A. Dubash
Kavas N. Petigara
Amit B. Choudhury- additional Director
Strategic Tie-Ups:
Strategic tie-ups and acquisitions have been a way of life at Godrej Agrovet Limited.
Meaningful alliances and useful acquisitions have been providing impetus to its growth. The
acquisition of business has been in different segments ranging from Goldmohur Foods and
Feeds (Animal Feed), to India Poultry Farm (Poultry), Krithika (Oil Palm Plantations), and
Higashimaru (Marketing of Shrimp Feed). Strategic investments have been made in business,
which have a strategic fit and which complement our business e.g. Creamline (Diary), Polchem
(Bio-technology).
Key Highlights
OBJECTIVES OF
RESEARCH METHODOLOGY
3.1 OBJECTIVES
➢ To know the market value of Godrej feed and its competitors.
The scope of study was not limited up to one FEED Industry but it also covers the survey
of the sample that represents the whole population. It is done in order to know the customers
awareness of feed Industry.
SAMPLE SIZE: A sample of minimum respondents will be selected from various areas
of ANDHRA PRADESH. An effort has been made to select respondents evenly. The
survey is carried out 171 Samples.
Farmers- 107
Dealers/Distributers- 42
Milk Collection Centers- 22
SAMPLING UNIT: - It indicates who is to be surveyed. The researcher must define the
target population that will be sampled. In this project sampling unit is all the farmers,
dairy farmers, feed buyers, etc of Andhra Pradesh.
The data so collected is than coded in the Excel tables to make the things presentable in
more effective. Diagrams and Bar charts, Pie charts which helps me out in easy and effective
presentation and hence results are being obtained.
➢ First 5-6 days I faced Language problem because in the villages farmers use typical
Telugu.
➢ It was difficult to get questionnaire filled by a farmer so I asked them indirectly without
a questionnaire and later filled that.
➢ The market of Godrej Agrovet is too vast and it is not possible to cover each and every
dealer/Distributers, and Milk collection centers in the available short span of time.
➢ Generally the respondents were busy in their work and were not interested in responding
rightly.
➢ Most respondents were not maintaining proper records of their feed consumption, so they
were unable to provide exact information.
➢ Most of the respondents were using the feed of more than one company and they were
not able to properly differentiate among their product.
CHAPTER-4
DATA ANALYSIS
& INTERPRETATIONS
➢ During the survey I analyzed Most of the Farmers were in the age of 30-50 yrs which is
65% of the total farmers. The reason for that because in 30-50 yrs of farmers were giving
good response for my survey. Above 50yrs were not showing the interest.
➢ From my analysis 28% cow of total cattle were in Chittoor area only where I hardly
found 5-6 buffaloes, and rest other districts I found mix combination of cattle but as
farmers think buffaloes give more milk than to cow so they buy more buffaloes compare
to cow.
➢ Most of the farmers uses only 2-3 bags of compound feed which is depend on no. of
cattle feed. Generally they give 500-600grm to cow and 600-800 gram to buffalo per
day. Some big dairy farmers are using 7-9 bags/month or more than 10 bags/month uses
twice a day of cattle feed.
➢ As bar graph shows most of the farmers use concentrate feed once a day because farmers
think that more concentrate feed generate heat in cattle’s body. Those who use twice a
➢ Non user of the Godrej feed have some major reasons that keep away farmers from
Godrej feed like feed is less soluble in water and high price of the feed than to others.
Some of farmers were showing loyalty towards the other brand feed. Most of the users
are 30-50 yrs. Age group.
➢ Above 4.2.1 pie chart is showing that Most of the Dealers are exclusive in nature, which
shows loyalty towards the company product and it also shows scope for new feed
product which give high margin to the dealers.
➢ Most of the dealers are getting margin in the range of 60-80 Rs. Some of Dealers are
getting 100 Rs or more than 100 Rs per bag. In Nizamabad and Adhilabad District
Godrej dealers are getting 80-100 Rs. Which means farmers are getting feed with higher
price which is not good for a company, and farmers are not getting any discount or
promotional offer from company side?
➢ As most of the Milk collection centers have 40-60 no. of Farmers as subscribers.
➢ Milk collection man is getting average 160 liters milk per day.
➢ As milk collection man is getting 1-1.5 Rs margin from cooperative dairies. He gives the
price 24-30 Rs per liter for milk to farmers on the basis of fat content.
➢ Most of the milk collection centers does not buy any cattle feed for the farmers. Because
most of farmers buy cattle feed direct from market. But they are agree with some big
company feed if they gets good margin and they can sell to farmers.
4.3.4 Promotational tools are using for competition with the other milk collection
Center in the same village:-
4.3.5 Milk collection center’s expectation from new feed product and company
• Farmers look for specificity in feed. Ex.- customized feed for buffalo, cows etc
• A few Farmers are observed to highly loyal towards other brands like Nandi, SKM.
• I found 30-50 yrs age group farmers like Godrej feed because they are much experienced
about the cattle feed.
• As most of the farmers are using 10-20 Rs range of cattle feed so that price should not be
exceeded.
• As most of the farmers are using concentrate feed once in a day
• Godrej feed has got market share of 9% of total cattle feed consumption in Andhra
Pradesh, the consumption pattern of Godrej Agrovet is not uniformly distributed in
Andhra Pradesh.
• Godrej feed has good market penetration in Nizamabad and Adhilabad Districts as
compared to other districts.
• Dealers are the major source of information and purchasing force behind the Farmers.
• Some of Farmers are tied up with the milk Cooperative centers (Dairy) and the dairy are
providing to farmers cattle feed @ 10-15 Rs/kg which is available 18-22 Rs/kg in the
market.
• Dealers are stocking the premium cattle feed in the price range of 500-600 Rs
• 41% of the total milk collection centers are having 40-60 no. of farmers as subscribers.
• The farmers are not facing any shortage of money because they are getting payment
biweekly at milk collection centers.
Cow
4.EARNING SOURCES:
Ghee
Curd
Others
Oil cakes
Others
6.Farm Spent:
b. Electricity
c. Labour
e. Purchase of animals
f. Other
8. Why do you prefer these cattle feed (rank factor in the scale 1-5)
LOCATION IDENTIFICATION:
Investigator:................................................................, Date..................................,
State:.................................................., District:.....................................................,
Mandal/taluka/tehsil...........................................................................................,
Village:.................................................................................., Code*:..................,
Name of the Dealer:.............................................................................................,
Addresss:..............................................................................................................,
a. Exclusive
b. Non exclusive
S.no Company name Average Price /bag Avg. Sale per Margin(per bag)
quantity month (no.
(kgs) per Of bags)
bag
1
2
3
4
5
6
(3) Mention the different type of cattle feed sold by you price per kg and quantity?
1
2
3
4
(5) What is expectation of farmers buying Popular products (other than Premium)
a......................................
b.....................................
c......................................
(7) Difference between local, branded and cooperative cattle feed? Rank the criteria
on scale of 1-5. (1-highest rank, 5- lowest rank)
S. no Reason Rank
1 Regular availability
2 Profit margin
3 Innovative product
4 Consistent quality
1. Superior quality
2. Competitive pricing
3. Better margin
LOCATION IDENTIFICATION:
Investigator:...................................................................................,Date..................................,
State:........................................................................District:.....................................................,
Mandal/taluka/tehsil...........................................................................................,
Village:...........................................................................................Code*:..................,
Name of the milk collection centre:.......................................................................,
Addresss:..............................................................................................................,
7. What do you purchase for cattle feed and what is its quantity?( if any)
8. What they do to deal with competition with another Milk Collection centers in the same
town (if so then ask this question)
5.2 BIBLOGRAPHY
www.google.com
www.apdairy.com
www.feedmachinery.com/articles/feed
www.oregonfeed.org/mehren.htm
www.godrejagrovet.com
Kotler Philip, Keller Kevin Lane, Koshy Abraham and Jha Mithileshwar Marketing
Management: A South Asian Prospective.