Download - Agricultural Rural Marketing
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PROJECT SUBMITTED TO
Prof. Aftab Ahmed
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PRESENTED BY
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Rural agricultural marketing
Introduction
Marketable surplus
Concept and functions
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Agricultural vs. Manufactured
goodsBase Agriculturalcommodities
Manufactured
goods
Implications
Perishable Yes No Immediate sale or
storage facility
Seasonal Yes No Storage facility for distribution of
items like food
grains
Variations in
quality
Natural By design Gradind
Processing Needed Finished Miller/processing
agent is
intermediary
Size Bulk Varying quantities Transport is
essential
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Functions of agricultural
marketing Assembling
Grading and standardization
Processing Transporting
Storing
Distributing
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Types ofAgricultural Market
Primary Market
Secondary market
Terminal Market On the basis of frequency with which
they are held
Based on types of products
Based on volume of transactions at a
time
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Agricultural Markets and Agents
Primary markets
Secondary markets
Terminal or export market
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Rural Agricultural Marketing - Strategies for
Improving Marketing within Rural Areas
Product strategies1. Small unit and low priced packing
the objective is to keep the price low so that the entirerural community can try.
Examples - shampoos, biscuits, pickles, Vicks fivegram tins, etc.
2. New product designs
A close observation of rural household items indicates
the importance of redesigning or modifying theproducts.
Thinking in terms of new product designs speciallymeant for rural areas keeping their lifestyles in view.
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Contd3.Sturdy products
The product meant for rural areas should be sturdy enough tostand rough handling and storage.
People in rural areas like bright flashy colors such as red, blue,green etc., and feel that products with such colors are sturdy
but they are more concerned with the utility of the item also.
4. Brand Name The brand name awareness in the rural areas is fairly
high.
A brand name and/or logo is very essential for ruralconsumers for it can be easily remembered.
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Contd Pricing strategies
Low cost/cheapproducts
Avoid sophisticated packing - Bring down costs
Refill packs/Reusable packaging Reduces Price
Application of value engineering- technique used toevolve cheaper products by substituting the costly raw
material with the cheaper one, without sacrificing thequality or functional efficiency of the product, forexample in food industry, 'soya protein is being usedinstead of milk protein.
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Contd Distribution strategies
While it is essential to formulate specific strategiesfor distribution in rural areas, the characteristics ofthe product, its shelf life and other factors have tobe kept in mind.
The distribution strategies that are specificallydesigned for rural areas are : through co-operativesocieties, public distribution system, multi-purpose
distribution centres, distribution up to feedermarkets/mandi towns shanties/hat/jathras/melas,agricultural input dealers etc.
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Contd Promotion strategies Mass media - television, cinema, print media, radio ,
hoardings/wall paintings, shanties/hats/melas, non-price competition, special campaigns , hand bills andbooklets, posters, stickers, banners of the schemes
etc.
For disseminating the information related toagricultural and other rural industries products, thegovernment should circulate pamphlets either to
Panchayati raj office or to schools where it can bedocumented for the reference.
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MajorAreas ofConcernintheRural
MarketingSector
Government should assume a more dynamic role in the field of agriculturalmarketing that of a strong buffer between global forces and local needs.
Emphasize value addition by giving a thrust to agro-processing industries atfarm level so that the benefit of value addition is transferred to the producer.
There is a need for professionalizing agricultural marketing as a subject ofgreat practical application.
Institutional linkages should be emphasized upon to integrate the markets,for easy movement of goods and also to facilitate the inter-state trade.
Regular surveys and analytical studies on agricultural marketingshould beconducted, so that appropriate policy adjustments and refinementswhenever necessary.
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Conclusion
Indian agricultural marketing system should bemade much more competitive by infusing
competition within the country and preventing the
external system equation from interfering with the
local markets in the larger interests of the nation.
The most glaring deficiency in rural economy is in
giving the farmers a better deal in terms of
institutional and advisory services and practical
training.
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THANK YOU