-

RURAL MARKETING PROJECT

-GAGAN JAIN
-JIGAR PANDYA
-KAKSHA SAMPAT
-MUBIN KHAN

KAVERI AGRO-PRODUCTS

SANJEEVANI SEEDS KHETON KI HEET

MEIN
KISANO KI JEET MEIN

CHALLENGES
The market is unpredictable.
Communication & distance barriers.
Differences in social customs, culture, attitude variations in different villages.
Majorly illiterate population.
Low & irregular income, lack of monthly income & flow of income fluctuating
with monsoon winds.

INFLUENCERS/MYE BAAP!!!
Key Opinion Leaders (KOL) Sarpanch, Zameendars, Tehsildars, Qualified
personalities [doctors, compounders, postmaster, school master,
pundits/religious scholars, sarkari karmcharis/ babus..]
Educated youth or working in towns/cities.
Less exposure to outside world makes them innocent & fascinated to
novelties.

CURRENT MARKET!!!!!
The rural market is growing at a healthy pace of 8-10 per cent per annum &
is expected to add US$ 100 billion in consumption demand by 2017.
New budget 2016-2017 has a major focus on agriculture & farmers welfare,
28.5 lakh hectares to be brought under irrigation.
Varietal seeds, hybrid seeds, genetically modified seeds huge in demand.
Sales
Seed market in India has grown at a CAGR of 12% (twice as global market).

Market volume- rice, wheat, maize

9.8
5.9
10.1

Market value- cotton

12.8

Key Player 1
Key Player 4
Others

15.7

Key Player 2
Key Player 5

25.4
20.3

Key Player 3
Key Player 6

THE 4A-4P MODEL

FUNCTIONAL
ACCEPTABILITY
ECONOMIC
AFFORDABILITY

PSYCHOLOGICAL
AFFORDABILITY

AFFORDABILIT
Y
[PRICE]

ACCEPTABILITY
[PRODUCT]

SANJEEVANI

PSYCHOLOGICAL
ACCEPTABILITY

AWARENESS
[PROMOTION]

BRAND
AWARENESS

AVAILABILITY
[PLACE]
CUSTOMER
AVAILABILITY

PRODUCT
KNOWLEDGE

CUSTOMER
CONVENIENCE

SANJEEVANI- EK JHALAK
Purpose
Description
Key Distinguishing Features
Target market
Benefits to TGs
Uniqueness
Challenges

PURPOSE
Normal availability of seeds to farmer is in 3 modes:-seeds retained from previous years crops.
-seeds obtained from fellow farmers or grain traders
-seeds purchased from formal seeds industries
Majorly seeds are obtained from initial 2 sources
Such seeds lose their yield & strength with time still they account for nearly
two third of total seed market
SANJEEVANI is introduced to eliminate such factors.

DESCRIPTION
SANJEEVANI cotton seeds [hybrid]

KEY DISTINGUISHING FEATURES

Less water input
Less fertilizers input
Less pesticide & insecticide input
Double yield
Multiple agronomic, economic, environmental & welfare to Indian farmers &
society
Early in maturing as compared to normal cotton seeds
Ecofriendly & resistant to environmental factors

TARGET MARKET
Cotton grown in more than 125 lakh hectare
& total production crosses the mark
of 400 lakh bales
the age group of 25 -45
Male

BENEFITS TO TGS
Increases yield due to effective control of bollworms
Reduction in cost of cultivation & lower farming risks
Reduction in environmental pollution by the use of insecticides rarely & no
health hazards
Exhibit genetic resistance to environmental factors
Ecofriendly- no adverse effects on parasites, predators, beneficial
insecticides & organisms present in the soil
High profits for farmers

UNIQUENESS
Makes cotton toxic to bollworms
Multiplication of parasites & predators which help in controlling bollworms
Reduction in pesticide used in the cultivation of cotton in which bollworms
are major pests

CHALLENGES
Education of new technology to the farmers
Adaptability of farmers to modernized product & latest technologies
Still follows traditional methods & are orthodox in nature
High competence levels
Slow response to new thinking & improved products.

SWOT ANALYSIS
Strength [S]:techniques
Weakness[W]:-

strong market potential, supply chain, advanced

stabilization, competition, market fluctuation

Opportunities [O]:- substitution, innovation

Threats[T]:competitors

government policy, tax factors, economical, new

MARKETING STRATEGIES
The ultimate goal of farming is not growing crops but
the cultivation and perfection of human beings

SELECTION OF MEDIA &

CHANNELS OF COMMUNICATION
Selection of media for SANJEEVANI up gradation of cotton seeds
Degree of engagement of TGs HIGH
Media largely INTERACTIVE
CHANNELS:- Static, Interactive, Events

INTERACTIVE MEDIA
One to one communication & one to many communication
Done at & around congregation points hats, melas, feeder towns, mandis,
mohallas, farms, weekly bazaars, chaupals
Done through involving KOL
Done through organizing various promotional campaigns
Done through vehicles mobile vans, VOW

RURAL MEDIA - STATIC

Newspapers - good coverage can be obtained and, by using the local press
and specialist papers, accurate targeting can also be achieved;
The broadcast media - this includes television, radio and cinema.
The outdoor media- Include posters, wall paintings, hoardings, banners,
flanges, signs and advertising on transport, bus shelters, walls and buildings,
zharokha
Retailers to be supplied with signs and crop boards
Packaging design - Packaging is a form of advertising

SALES PROMOTION TECHNIQUE

Selling to the marketing channel - Dealer 'loaders , Point-of-sale materials ,
Dealer competitions ,Dealer training, Credit, Sale or return , Promotional
gifts.

Selling out of the marketing channel - Free samples, Seed exchange , Coupon
offers, Price reductions , Competitions, Premium offers.

PROMOTIONAL CAMPAIGNS HARDCORE

STRATEGY
Field demonstrations
Focus group discussions[FGD].
PR activities include press relations ,community relations, customer care, Sponsorship,
Visits
Seed extension and demonstration
Seed seminars
Field days
Training sessions & free learning campaigns for farmers with attractive gifts & prices
Women training sessions

CHOTA BOMB BADA DHAMAKA!!!!!

Involve and include the local supplier , dont compete with him
Involve sarpanch, zameendars in short influencing personalities
Have a joint venture where local politicians & sarkari officials are
involved
Join hands with local traders at any cost- cheap advertising source
Make farmers as sales force of your product