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8/9/2019 harish term parer 13

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TERM PAPER OF MARKETTING

MANAGEMENT&RETAIL CONCEPT

TOPIC : - GODREJ AADHAR


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Introduction of godrej aadhar

Godrej Aadhar

Godrej Aadhar, the agriculture services cum retail initiative of Godrej

Agrovet Ltd. The first Godrej Aadhar Centre was started in December

2003 in Manchar, Pune District. Godrej Aadhar Centers have been set up

65 stores across the country in the states of, Maharashtra,Gujarat Punjab

Haryana, Andhra Pradesh, Tamil Nadu, Orissa, and West Bengal

Godrej Aadhaar is the Indias first agriculture service cum rural retail

venture of Godrej Agrovet, an initiative started to strengthen its age old

relations with the Indian farmers. The uniqueness ofGodrej Aadhaarlies in their ability to touch the lives of the Indian farmers, their families

and their communities by offering great value propositions all under one

roof. The large format retail stores under Godrej Aadhaar mark the

beginning of a chain which shall form the farmers Aadhaar for

Unnati, Ghar Sansar and Gaon

It is a complete solution provider for the Indian farmers and provides

professional guidance with an objective to improve productivity, higherreturns and improved cost benefit ratio

Work

Each Aadhar outlet services around 20 villages in its radius. Every

Aadhar has a team of qualified Agronomists who interacts with farmerson a daily basis and travels to the villages in the interior to educate them

on farm practices. They ask and advice the farmer on the site and help

them for better productivity


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Services

These centers provide valuable technical guidance, soil & water testing

services. They also retail quality products of leading companies.

Aadhaar centers also a facilitate credit to farmers and provide a platformto sell their produce. ; buy back of output, crop finance Supply of agri-

inputs and animal feeds Transfer of information (weather, price, and

Demand supply) Delivery of products among other things to farmers, its

a complete solution under one roof. On the basis of feedback they have

also develop basic food Grocery Apparel footwear to furniture

Kitchenware home appliances value-added services including banking,

postal services pharmacy to be made available at these stores to ease the

burden of the entire farmer community. It is planning to set up at least1,000 stores across rural India in the next five years. The company will

invest an estimated Rs 750 crore to roll out the retail venture across the

country and is in the process of roping in Corporate to partner in the

venture. The mini petrol pumps for diesel supply the G.A are

collaborated with many Indian companies to target the untapped market

of India.

TATA, FUTURE GP

APOLLO PHARCY -Aadhaar outlets called Apollo Aadhaar Pharmacy

Are some of the companies which have joined hands to make their

presence in this market.

SERVICES PROVIDED BY AADHAR

a) Soil & water testing.

b) Selling branded Org. & Inorganic Chemical Fertilizers.c) Provided Agricultural Library, Audio &video C.D.

d) Sell of Branded Seeds, Pesticides and Animal Feeds.

e) Provided Advanced Agri. Implements & Seedlings of Tomato

&cabbage

f) Insurance Services.


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Retail market strategy

Marketing strategy is a process that can allow an organization to

concentrate its limited resources on the greatest opportunities to increase

sales and achieve a sustainable competitive advantage. A marketing

strategy should be centered around the key concept that customer

satisfaction is the main goal. Marketing starts with market research, in

which needs and attitudes and competitors' products are assessed, and

continues through into advertising, promotion, distribution, and, where

applicable, customer servicing and repair, packaging, and sales and

distribution.

Marketing strategy is a method of focusing an organization's energies

and resources on a course of action which can lead to increased sales and

dominance of a targeted market niche. A marketing strategy combines

product development, promotion, distribution, pricing, relationship

management and other elements; identifies the firm's marketing goals,

and explains how they will be achieved, ideally within a stated

timeframe. Marketing strategy determines the choice of target market

segments, positioning, and allocation of resources. It is most effective

when it is an integral component of overall firm strategy, defining how

the organization will successfully engage customers, prospects, and

competitors in the market arena. Corporate strategies, corporate

missions, and corporate goals. As the customer constitutes the source of

a company's revenue, marketing strategy is closely linked with sales. A

key component of marketing strategy is often to keep marketing in line

with a company's overarching mission statement.
http://en.wikipedia.org/wiki/Customer_satisfactionhttp://en.wikipedia.org/wiki/Customer_satisfactionhttp://en.wikipedia.org/wiki/Strategic_managementhttp://en.wikipedia.org/wiki/Saleshttp://en.wikipedia.org/wiki/Mission_statementhttp://en.wikipedia.org/wiki/Customer_satisfactionhttp://en.wikipedia.org/wiki/Customer_satisfactionhttp://en.wikipedia.org/wiki/Strategic_managementhttp://en.wikipedia.org/wiki/Saleshttp://en.wikipedia.org/wiki/Mission_statement


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Godrej group has charted a new marketing and branding strategy that

aims at revitalizing the Godrej master brand. The group has unveiled its

new corporate identity recently. The group intends to invest significantly

in its Master Brand as part of a systematic plan for creating a strong

Godrej brand franchise through strategies for product and branddevelopment, retail channel strategy, communication and talent

management. The initial phase of the initiative will build the Godrej

Master Brand in tandem with the four businesses of personal grooming,

furniture, property and aerospace. Mark Kahn is the Executive Vice

President for Strategy & Business Development at Godrej Agrovet; one

of Indias foremost diversifies agri-business companies. Mark is

responsible for setting the companys strategic direction, driving sales

growth, and incubating new businesses. He joined Godrej fromSyngenta, where he helped lead initiatives in corporate venture capital,

emerging markets strategy, and business group planning

Financial strategy

Financial strategy is concerned with the financial objectives and goals.

Financial Planning is the process of meeting your life goals through the

proper management of your finances. It involves the process of assessing

your financial situation, determining your objectives and formulating a

plan to achieve them. The objective of financial planning is to ensure

that the right amount of money is available in the right hands at the right

point in the future to achieve an individual's life goals. It also allows you

to understand how each financial decision you make affects other areas

of your finances.Financial Planning can be undertaken

Cash Flow Management

Insurance

Asset Allocation

Investment Planning


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Taxation

Estate Planning

A financial plan should include a review of your net worth, goals and

objectives, investment portfolio, cash flow, investments, retirement

planning, tax planning and insurance needs, as well as a plan forimplementing your goal. Better understanding your present financial

position

Questionnaire requires you to list down your assets, liabilities, incomes

and expenditures. This is a process of virtually drawing up your own

Balance Sheet and will help you gain a better grip on your present

financial position.

Godrej Aadhaar, the agri-services and retail plan of godrej Agrovet, has

tied up western union money transfer to provide money transfer facilitiesat the rural hubs. Agrovet will also be piloting an educational programme

with IL&FS in December which would provide training in a variety of

subjects to the locals. CK Vida, managing director, Godrej Agrovet said

that the programme would include both vocational training as well as,

Basic English language skills. The company has just opened its first

Greenfield outlet in Barnala, Punjab which is spread over 15,000 square

feet on a single level. This is the companys 30th outlet, with all the

others being put up on leased properties. Agrovet will be setting upanother 20 outlets by the end of this financial year, with a target of 1000

Aadhaar over the next five to seven years.

RETAIL SITE LOCATION STRATEGY

Retail Site Location means it is the area that retailer consider for locating

their stores. For selecting the retail site location every retailer saw some

conditions. That should be available on that place such as good economic

conditions, Level of competition, cost of operating store, Number of

stores on that area.


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RETAIL LOCATION THEORIES

1 retail gravity theory

2 saturation theory

3 buying power index

1 retail gravity theory

Suggests that there are fundamental consistencies in shopping behavior

that yield to mathematical analysis and prediction based on the notion or

concept of gravity.

2 saturation theory

Examines how the demand for goods services of a potential trading area

is being served by comparison with other potential markets.

3 buying power index

Is an indicator of a market's overall retail potential and is composed of

the weighted measures of effective buying income (personal income,

including all nontax payments such as social security, minus all taxes)retail sales, ad population size.

Follow the four R of scum -right time, right place, right price, right

quantity-reap. Retailing graduating from providing agric-services to

direct sourcing from farmers, Aadhar Retailing is now getting into the

business of output management with farmers across the country. With

the Future Group owning a 70 per cent stake in Godrej Aadhar, the

newly formed company, Aadhar, would now serve as a procurement hubfor the Future Groups retail formats such as, Food Bazaar and Fair Price

and even become supplier to other retailers across the country.

Meanwhile, the existing 66 Godrej Aadhar outlets would also be Godrej

Industries has started an experimental retail format called Godrej Aadhar


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for the rural markets. This format sells FMCG products, fertilizers,

animal feed, etc. Services like banking, insurance, pharmacy, postal

services and petrol pumps have also been planned to make them

Complete convenience hubs in rural areas. At present, there are 24

outlets in eight rural locations across the country and each outlet services20 villages in its vicinity. Godrej Aadhar has already forged JVs with

Apollo Pharmacy, Tata Agric, Bajaj Allianz Life Insurance and HPCL

for value added services at the outlets. The company plans to set up more

than 1,000 stores by 2010

HUMAN RESOURCE MANAGEMENT

Creating and maintaining an energetic and innovative work culture is at

the heart of their corporate strategy. They strive to create an organization

where in each employee is stakeholder in building and flexibility to

define their canvas of roles and responsibilities.

Human Resource Planning is the process of anticipating and carrying out

the movement of people into, within, and out of the organization. Humanresources planning is done to achieve the optimum use of human

resources and to have the correct number and types of employees needed

to meet organizational goals.

Human Resource Planning (HRP) is a forward looking function. It tries

to assess human resource requirements in advance keeping the

production schedules, market fluctuations, demand forecasts, etc., in the

background. The human resource plan is subject to revision and is tuned

to the requirements of the organization from time to time.

Thus, it is a double-edged weapon. If used properly, it leads not only toproper utilization, but also reduces excessive labour turnover and high

absenteeism, and improves productivity.

You all must have learned that nothing is as easy as it seems, especially

if it is anything to do with people, remember one needs to take care of

lots of environmental factors- internal such as individual and team


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productivity, training and labor turnover through retirements,

resignations, maternity leaves and so on; as well as external!!

That is why we need to plan in advance even for procuring human

resources, which in contrast to a general myth are not abundant!! Thus,

in the same line, we propose that organization can achieve its goalseffective through effective contingencies of all the HR functions; for

example, the structure of an organization and the design of the job within

it affect an organizations ability to achieve only through the efforts of

people. It is essential therefore, those jobs within the organization be

staffed with the personnel who are qualified to perform them. Meeting

these staffing needs requires effective planning for human resources.

1) HNMAN RESOURCESS PROCESS is a process which includes

various aspects through which an organization tries to ensure that rightpeople, at right place and at right time are available

2. It involves determination of future needs of manpower in the light of

organizational planning and structure. Determination of manpower needs

in advance, facilitates managements to take up necessary actions.

3. It does take into account the manpower availability at a future point in

the organization. Therefore, it indicates what actions can be taken to

make existing manpower suitable for future managerial positions and the

how gap between needed and available manpower can be fulfilled.

INFORMATION SYSTEMS AND SUPPLY CHAIN

MANAGEMENT

INFORMATION SYSTEMS

Each Aadhar outlet services around 20 villages in its radius. Every

Aadhar has a team of qualified Agronomists who interacts with farmers

on a daily basis and travels to the villages in the interior to educate them

on farm practices.


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During March'06 a meeting was organised in New Delhi between Chief

of Marketing & Sales, Sales Manager - Institutional (North) of Tata

Agrico and Category Manager - Agri Inputs of Godrej Agrovet Ltd.

Based on the business model mutually agreed upon, Tata Agrico haspopulated the shelves of all 22 Aadhar outlets across the country with

products like Sickle etc. which are saleable to the farmer community.

The main objective of this business venture of Tata Agrico is to enable

its products reach the farmers in the rural interiors of the country at the

right price

Every Sansar is equipped with an administrative office, a training hall, a

crop clinic, a soil-testing laboratory, a research and development farm, astoreroom an exhibition hall and a retail outlet, all under one roof.

The new generation Aadhaar offers farmers the convenience of shopping

for quality products and services under one top at the best cost. Apart

from Apollo Aadhaar pharmacy, the rural community could also benefit

of a host of other value added services at Aadhaar outlets in the future.

Aadhaar plans to provide facilities such as STD, Photocopy, Fax,

Internet Facilities, Banking & Financial services, Courier/Postal

collection services, Tailoring services for men & women, Saloon, Food

services, Flour mill, Ambulance service, Electronic money transfer and

Travel agents to name a few.

Supply Chain ManagementSupply chain management is the top management priority for every

retailer in todays business scenario. Competition is forcing retailers to

respond to changes in the market quickly. This highlights the growing

importance of supply chain management system in managing stock

availability, supplier relationship, new value, added services, and costcutting

The primary goal for the company is customer's satisfaction and if

company cannot reach perfection in this area than all the processes are

worthless. All parts of the vale chain and everything in the enterprise

must be healthy for realization of competitive business processes. If the


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company want strong and long-lasting value chain all the links with in

the chain must be prepared to overpass all existing problems.

One of the most important links inside that value chain is definitely

logistics. Logistics is concerned with the physical distribution and

storage of product and services. During the 20th century severalapproaches of implementation of logistics were developed. Surely, one

the most famous and most important logistics concept is the just in time

concept. Logistics network has a far wider meaning than just goods

delivery and channel distribution system. it is the total flow of materials,

information and cash from the suppliers' right through an enterprise to

the customers' the flow of materials and cash are opposite' but

information needs be visible trough out to give control over what is

happening in chain.Logistics forms a specific part of the supply chain. Logistics can be

considered as a tool for getting resources, like product, services and

people where they are needed and when they are desired. It is difficult to

accomplish any marketing or manufacturing without logistical support,

almost impossible. it involves the integration of information,

transportation, inventory warehousing material handling .and packaging.

CUSTOMER RELATIONSHIP MANAGEMENT

A one of the ways could be using company delivery vans which can

serve two purposes it can take the products to the customers in every

corner of the market and it also enables the firm to establish direct

contact with them and thereby facilitates sales promotion. The average

companies with sizable resources may chip in for syndicated distribution.

Haats and Melas could also be a great platform to display merchandise.

Also, every region consisting of several villages is generally served by


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one satellite town termed as Mandi where people prefer to go to buy

their durable supplies. If marketing companies use these feeder towns

they can have a vast coverage of rural arena. Companies can use theirown delivery vans to reach the rural consumers. There are certain

advantages of using delivery vans. They take the products to customers

and retail outlets in every corner of selected rural markets and enable the

company to establish direct contact with the co

Godrej Aadhaar, a complete solution provider for the Indian farmers

provides professional guidance with an objective to improve

productivity, higher returns and improved cost benefit ratio. The services

offered are crop advisory services, soil & water testing services; buyback of output, crop finance, supply of agri inputs and animal feeds,

transfer of information (weather, price, and demand supply), door

delivery of products etc. While, the venture begun by offering agri

solutions to the farmers, based on their feedback, it has over the last few

months diversified into offering a number of other product categories

like durables, FMCG, apparels, footwear etc, thus catering to the

complete requirement of the rural household A one stop shop for RuralIndia. A number of corporate are already in the process of partnering

Aadhaar for various projects for furthering the initiative consumers

which helps in sales promotion.

Retail marketing mix

FOUR Ps OF MARKETING

In the early 1960s, Harvard business school identified a number of

company performance that can influence the consumer decision to


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company represented a "marketing mix" university in the early 1960s,

suggested that the marketing mix contained 4 Element: product, price,

place and promotion.

1) Product: - the product aspects of marketing deal with thespecification of the actual or services and how it relates to the end users

needs and wants. The scope of a product generally includes supporting

element such as warrantees, and support.

2) Pricing: - this to the process of setting a price for a product, including

discounts. The price need not be monetary; it can simply be what is

exchanged for the product or services, example time energy or attention.

Methods of setting prices optimally are in the domain of pricing science.

3) Placement (distribution):- Raters to how the product gets to the

customer, for example point of sale placement or retailing. This third p

has also sometimes been called place, referring to the channel by which a

product or industry, to which segment (young adults),

4) Promotion: - this includes advertising, sale promotion, including

promotional education publicity and personal selling, branding refers to

the various methods of promoting the product, brand or company these

of elements are often red to as the marketing mix which a marketer can

use to craft a marketing plan.The four ups model is most useful whenmarket in low value consumer product. Industrial products services, high

value consumer products adjustment to this model. Service marketing

must account for the unique nature of services. Marketing attempts to do

this by looking at marketing from a long term relationship perspective

rather than individual transaction.

Conclusion


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As from my study, I have concluded that godrej feed has not capture as

such market as in other cities or states. Instead of godrej has got first

place in Indian feed industry, but in the area a very few people are aware

about godrej feed.

According to me from various reasons the biggest reason of nonawareness is less manpower for marketing and less advertisement of the

product. Other brand that is more preferable than godrej due to good

advertisement strategies used by them.

According to me godrej should spend a lot of money in order to create a

good brand image and awareness of the product to consumer. Godrej can

also think about some good marketing strategies that can implement in

area.Conclusions as from my study have concluded that godrej feed hasnot capture as such market as in other cities or states. Instead of godrejhas got first place in Indian feed industry, but in the area a very few

people are aware about godrej feed.

According to me from various reasons the biggest reason of non

awareness is less manpower for marketing and less advertisement of the

product. Other brand that is more preferable than godrej due to good

advertisement strategies used by them.

According to me godrej should spend a lot of money in order to create a

good brand image and awareness of the product to consumer. Godrej can

also think about some good marketing strategies that can implement in

area.

BIBLIOGRAPHY

BOOKS

Retail management by Levi witz pandit

Website

WWW.GOOGLE.COMwww.godrejaadhar.com

www.wikipedia.com

www.answer.com

www.businessindia.com
http://www.google.com/http://www.godrejaadhar.com/http://www.wikipedia.com/http://www.answer.com/http://www.businessindia.com/http://www.google.com/http://www.godrejaadhar.com/http://www.wikipedia.com/http://www.answer.com/http://www.businessindia.com/


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THANK YOU

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