MARKETING AFFORESTATION

Afforestation and its benefits Afforestation is planting seeds or trees to make a

forest on land which has not been a forest recently, or which has never been a forest.

Benefits of Afforestation It restores ecological balance of all eco systems. It maintains biological diversity It act as catchments for the soil and water conservation Plating tress can stabilize soils by increasing interception,

Bring soil together and prevent soil erosion Prevent floods and safeguard future of the tribal people. Stabilized the climate and the forest products.

Facts of Afforestation in INDIA

Total Forest Cover of India is 630 sq.km. which is 19.45 per cent of total geographical area which states that there is imbalance in forest management.

India contribute 18% of World Population. 15 % of the Worlds livestock Just 2% of Geographical area Forest Area is 1% and per capita is

0.08% which is even lower than world average of 0.8%.

Large Scale Deforestation and non optimal Afforestation are root and branch cause for the present crisis.

Ninth Five Year Plan is already started and results of previous of plans shows depressing result

Afforestation in India

Afforestation a programme to protect the requirements of society, economy and environment is divided to broad categories.

Production forestry : Afforestation programme wherein emphasis is given on production of timber and wood for industrial use.

Social forestry : A programme which is instrumental in Protecting social/public by increasing fuel, wood supply, fodder

supply, protection of agriculture fields against winds Social Forestry are Farm Forestry, Rural forestry and Urban

Forestry.

In India Afforestation is not a programme but a mission which requires public participation.

Emerging Trends in India

Even after completion of Eight Five Year Plan, our Contribution to world forest coverage is far below the world average. Till now we have only 1% of world forest coverage.

Below figure indicates that for 2 years i.e. 87 & 90 we were moving in right direction, however emerging trends indicate that in majority of cases, the development of forest is haphazard

Lapses in distribution system which virtually affect the implementation process

Innovate strategy for Marketing Afforestation is thus a need of an hour

Afforestation Marketing and its Justifications

Afforestation Marketing focuses on the application of marketing principles for the time honoured and effective implementation of programme social interest are protected, ecological balance is maintained and avenues are paved for the development of economy.

Following Points justify the application of societal marketing principles An Optimal mix for Afforestation programme. Inculcating Mass Awareness. Cost effectiveness Benefits of Sensitive Segment Benefits of Rural Economy Maintaining the Ecological Balance Transforming the Programme into mission.

Afforestation MIX & Promotion Afforestation

Afforestation MIX: Based on the properties of different groups of plants,

formulation of package which will help in making the programme profitable and thus succeeding in having fair bending of environmental and commercial considerations.

Afforestation MIX constitutes:

Rural Forestry: Ownership of land is of Public or forestry is found in community and panchayat land

Farm Forestry: Ownership of land is of individual and it’s a process of technological benefits to farm sector.

Urban Forestry: Urban forestry aims at bringing trees to doors of urban people and developing aesthic sense.

Industrial Forestry: Industrial forestry is process of industrial transformation by supplying them necessary raw materials.

Afforestation MIX & Promotion Afforestation

Promoting Afforestation:

Throws more light on promotional creative efforts which helps in inculcating mass awareness.

Using Sophisticated media and highly professional advertisement agencies

Emphasis on Rural Segment by using Songs and Drama Division of Govt of India. Folks songs and dramas based on Afforestation would be helpful in motivating the rural prospects

Pricing, Distributions

Pricing: Good Support from different global organizations, however there

are cases of financial insolvency. The financial constraint in affecting proper maintenance and

protection of plants. State Forest Department should assign due weightage to those

plants which are more productive or have commercial value. Implementing innovative strategy for identifying the leakage

Distribution: Need of Innovation strategy in the distribution system which

contracts the gap and makes the distribution process smooth and fast.

Involvement of voluntary social organizations for distribution. Minimizing the no of channel for distribution and activating the

lower level personnel by offering them incentives.

Question 1:

Do you find Formulation of Afforestation MIX an Essential Dimension for making Afforestation Program productive? Justify your answer

ANSWER 1: YES

Afforestation mix for rural economy includes both rural forestry (community land) and farm forestry (individual land).

Question 2:

An Optimal Afforestation MIX makes possible a flair blending of Environmental and Economic considerations” . Comment on this statement and suggest the Afforestation mix that you find suitable for Rural forestry.

Question 2:

Blind Afforestation has proved to be non productive. Without knowing the nature and properties of plants, Afforestation programme cannot be profitable.

Majority of Sate Forest Department personnel are not aware of the nature and properties of plants

Most Vital Process in the Blending process is selection of suitable tress which on the one hand generates more oxygen and are also found productive.

It is important that different constituents of the programme is well tested in view of of changing social, economic requirements.

Thus based on the different groups of plants, a package should be formulated which help in making the programme profitable and thus can succeed in having a fair blending of environmental and commercial conditions

Afforestation Mix suitable for Rural Forestry

In rural economy of India, due weightage needs to be assign to rural and farm forestry for fulfilling multi- faceted needs of rural society .

Fodder for Livestock Fuel wood for Kitchen Small Timber for house construction Protection of Degraded Land Productive Utilization of idle land Making Organic Manure from Cow Dung

In addition, the mix should also take into consideration the development of industries of different categories by supplying raw materials such as wood for timber industry, sports items, silk industry, bee- keeping industry, dairy industry and paper industry which would be strong foundation for the development of small and cottage industries

Question 3:

In a true sense we are at the brink of an Environmental Disaster”. In the light of this statement justify the rationale of Innovative Marketing for Afforestation Program?

Background India’s share of the Global Forest cover is merely

1 % Despite initiatives undertaken for afforestation in

the various 5 year plans, the results have been limited.

Afforestation initiatives have not been very successful on account of several barriers Lack of Awareness among the masses Poor support from the Govt Agencies Unplanned afforestation Lack of Financial Support

Question 3:

Question 3:

The concept of Afforestation Marketing focuses on a managerial approach in promoting afforestation which keeps pace with our socio-economic and environmental requirements

The need of the hour is thus an Innovative Marketing approach to Afforestation by looking at the entire marketing mix and variables that impact the results.

This is critical considering the situation that we find ourselves with unplanned industrialization, polluted cities, degraded forests, ecological imbalances requiring a sense of urgency.

Why Market Afforestation ?

Formulating an optimal afforestation mix that will ensure that a good mix of trees & plants are selected which makes the program commercially viable.

Inculcating Mass Awareness so that barriers are removed from the minds of the people.

Making the Afforestation Cost Effective so that it becomes a self-sustaining initiative which is commercially viable.

Segmenting the market to identify sensitive Target Segments.

Developing and Improving on the Benefits the program will have especially for the Rural Masses.

Maintaining Ecological Balance taking into account the geography of the region and specific needs of the local populace.

Transforming Afforestation from a mere program into a mission for change.

Thus we can see that there is a need for an Innovative Marketing Program that integrates all the above elements to achieve the desired results through various Marketing Techniques.

What we lack is the managerial proficiency and commitment required to undertake such a mission which is what we should aim to bridge in this session.

Question 4:

What is the relevance of Social Forestry to the Development of Rural India ? Discuss.

Question 4:

Social Forestry Afforestation undertaken as a community

development program aimed at protecting the social / public interest, protecting the environment, and supplying essential materials to different category of users / industries.

3 Key Constituents Rural Forestry …..Undertaken on Community

Panchayat Land Farm Forestry…..Undertaken on Individual Farm Land Urban Forestry…..Undertaken in City Land.

Question 4:

Farm Forestry Afforestation initiative undertaken by Individuals

on their farms lands with or without Government support.

Benefits are as follows Source of supply of firewood replacing Cow Dung

which can now be used for fodder improving productivity

Helps build a balanced rural economy through supply of firewood, small timber and fodder meeting daily requirements and also generating income.

Helps protect agricultural fields against winds, sand casting & erosion

Question 4:

Rural Forestry Undertaken on Community Land, Panchayat

Lands, Degraded Forests, Road and Railway sides, canal banks, etc

It includes restoration of derelict area bearing scars of industrial activity like quarrying, mining, road construction, lime burning,etc

Rural Forestry helps supply essential raw materials to support the cottage industry like honey, sport goods, silk, edible oil from seeds, paper, etc.

The rural masses also benefit by way of employment opportunity the initiative provides

Question 4:

In order to make this work 2 important issues are (1) Optimal Blend of Rural & Farm Forestry (2) To formulate a mix of different groups of trees

found commercially viable, environmentally friendly and geographically acceptable.

A fair blend of Rural Forestry and Farm Forestry is a crying need of the rural economy and if we professionally manage the afforestation it will have a great economic and social impact besides protecting the environment.

Question 5:

A crying need of the hour is to inculcate Mass Tree Consciousness”. Discuss this statement in the face of creative promotional strategies that you expect to be more sensitive in the Indian Setting.

Question 5:

The biggest barrier to change is resistance from people especially with illiteracy levels being high, people are not sensitive to the need for afforestation

The challenge here is to create mass awareness about the need for afforestation by effectively selling the benefits of these initiatives.

If we succeed in creating awareness, the “Tree Consciousness” among the masses would remove all the hurdles in the implementation of the program.

Question 5:

Segmentation – Target each segment differently…In polluted cities and specific areas people would be more affected by the environmental degradation.

Mass Media needs to be used and Creative Advertisements that draw attention and simulate interests.

In rural areas, it is important to take the help of Opinion Leaders like Panchayat Heads, to drive the message across to community.

In a rural setting, religious sentimental values associated with trees (eg. Pipal, Neem) can be exploited to reach out to an audience who may not be receptive to logic.

Question 5:

Financial incentives can be offered to the farmers for undertaking afforestation where the idle land is provided by the Govt and benefits of the trees grown are shared by the individual.

Govt Personnel to be trained effectively to manage the promotion activity, be given adequate incentives to motivate them to convince people.

Folk songs, dramas, road shows to be organized to create awareness among the masses.

Public Relation Tools to be used by organizing events, conferences that get media coverage and draw attention to the need for afforestation.

Question 5:

Govt can tie-up with schools where children are involved in planting saplings so that the tree consciousness is created at a young & impressionable age.

Seminars to be organized in villages during gathering highlighting the “Economic” benefits – when they see potential for additional income they would be attracted to contribute.

Service Providers can encourage their consumers to subscribe to email bills and help reduce paper consumption, thereby saving trees. Example – Idea Campaign on Ebills.

Govt can tie-up with Service Providers, Websites, where urban population can contribute financially to Afforestation initiatives.

Question 5:

Govt should initiate a national day for Tree Plantation with several celebrities appealing to different section of the population being involved in the initiatives.

Town / City planners to be educated on the need for Afforestation and how it can help improve the aesthetics of the city besides being environmentally friendly.

Thank you