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By: Group 07
Basavannevva
Kumar
Nagaraj
Ranjita
Roopa
Kousali institute of management studies Dharwad
Agriculture sector in India
It is the primary activity of the
country.
More than 65% of the population
working under agriculture and allied
activities.
India exported $39 billion worth of
agricultural products in 2013.
And contributes 17% of the GDP.
Indiaranks secondworldwide in farm
output.
Characteristics of Indian formers
price conscious.
prefer products of medium quality
but high in durability.
Buys products in as small a quantity
as possible
Visits their nearest mandi (market)
may be once a week or so to make all
the essential purchases.
The Case
SACL US-based pesticide company.
Planning to enter the Indian market.
Scope for the growth in this sector is
considered to be tremendous.
Production plant is to be near Mumbai.
Company is pondering over the needs
of a distribution system to cater the
needs.
Challenges
Lack of infrastructure in rural areas
1) Communication
2) Transport
Competitors have a well developed
distribution network. (Ralliss
India)
It is new to the Indian market
Competitors (Ralliss India) distribution system
3000
30,000 dealers Distributers
Physical possession
Ownership
Promotion
Negotiation
Risk taking
Ordering flow
Payment flow
4) How can these service output demands be
linked to channel flows?
Ownership of pesticides
Physical possession
Promotion
Financing
Payment
Assortment
Can siffco differentiate itself
by creating an innovative
channel?
Manufacture
r
C&F Agent
Wholesaler/
Distributors
Sales
Agents
Panchay Co-
Mandi
at Operativ
e Society
Village Farmers/custo
Mukhiya mers
Service output delivered template of Ralliss India