MARKETING MANGAEMENT

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SECTION=1 -:GROUP MEMBERS:-

TATHAGATA MAHAJAN -10PGDM030DHARMENDRA RAI -10PGDM003YOGENDRA SINGH -10PGDM033DIPANKAR MODEK -10PGDM004NEERAJ PATHAK -10PGDM018RAKSHIT PATEL -10PGDM023

BREAKING NEWS

AGRICARE

TM

No-1BRAND IN INDIA #*ISO SERVY 2010

FATA FAT MIX

WHY?

PROMOTION

SALES PROMOTION

ADVERTISEMENT

BRANDING

PRODUCT VALUE

COMPANY PROFILECOMPANY NAME – AGRICARE DAY OF SET UP- MARCH, 1985 TYPE – PVT. LTD.SIZE-2500 ELOCATION-NEW DELHI HQ

1-AGRO –BASED INDUSTRY WILL BRING THE STABILITY OF INDIAN ECONOMY.2-WE HAVE DECIDED TO DEVELOP THE AGRICULTURAL SECTOR AND AGROBASED INDUSTRY SECTOR.

MISSION

VISION

TO CARRY ON BUSINESS AS AGRICULTURIST IN INDIA AND ABROAD.TO CARRY ON BUSINESS AS MANUFACTURER, PRODUCESS AND EXPOTER,WHOLESALE ,RETAILARS,DISTRIBUTER AND AGENT.

NEW PRODUCT DEVELOPMENT

WE STARTED

ANALYSIS RURAL INDIA AGRI INPUTS MARKET FIVE FORCE ANALYSIS RURAL MARKETING PROBLEMS IN RURAL MARKETING

RURAL INDIAVILLAGES ARE THE HEART OF INDIA

75% POPULATION6,38,365 VILLAGES

58% DISPOSABLE INCOME IN RURAL

41% MIDDLE CLASS

55.6% CONTRIBUTION OF NATIONAL INCOME

ANNUAL HOUSEHOLD INCOME 40,000

AGRI INPUTS MARKET FIRST IN WORLD IN TERM OF IRRIGATED LAND AREA

SECOND IN TERM OF ARABLE LAND

CHEMICAL FERTILIZERS

LAST 50 YEARS HAS GROWN NEARLY 170 TIME.IN 1950 USE PER HECTARE IN INDIA WAS 0.55Kg IN 2001-02 THIS FIGURE HAS INCRESED TO AROUND 90.12 Kg 12808 CR BUDGETED

FIVE FORCE ANALYSISNEW AND

SUCCESSFULLY INNOVATED PRODUCT

TRADIONAL OR MODIFIED PRODUCT

THREAT OF NEW ENTRANT

BARGAING POWER OF SUPPLIER

BARGAINING POWER OF CUSTOMER

THREAT OF SUBSTITUTE INDUSTRY RIVALRY

THREAT OF NEW ENTRANT

BARGAING POWER OF SUPPLIER

BARGAINING POWER OF CUSTOMER

THREAT OF SUBSTITUTE INDUSTRY RIVALRY

RURAL MARKETING THE FUTURE LIES WITH THOSE COMPANIES WHO SEE THE POOR AS THEIR CUSTOMERS. -C.K PRAHALADPOPULATION NOT EXCEEDING

5000.AT LEAST 75% OF WORKING MALE ENGAGED IN AGRICULTURAL PURSUITS.

A POPULATION DENSITY OF LESS THAN 400 PER SQ. KM.

PROBLEMS IN RURAL MARKETING

RURAL INDIA

LACK OF PROPER PHYSICAL COMMUNICATION FACILITIES.LACK OF PROPER TRANSPORT FACILITYMANY LANGUAGES AND DIALECTSDISPERSED MARKET.LOW PER CAPITA INCOMELOW LEVEL OF LITERACYPREVALENCE OF SPURIOUS BRANDSSEASONAL DEMAND

MY DECISION

LOCATIONCLIMATE OF LOCATION

LOCATION

PUNJAB GEO. AREA-5.3mhUNDER CULTIVATION-4.23mh76% POPULATION DEPENDS IN AGRICULTUREMAJOR CROPS-WHEAT AND RICE

CLIMATE OF LOCATIONSEASON-SUMMER MONSOONWINTERRAINFALL -250MM TO 1000MM

THEN

PRODUCT

AGRICARE

BUTACHLOR 60% EM

FATA FAT MIX

COMPANY- AGRICAREPRODUCT-FATA FAT MIX TYPE-WEEDICIDE

LOGO

TAGLINE of company

GOLDEN CROP

NAME OF PRODUCT

PRODUCT-FATA FAT MIX “FATA FAT MIX EASY TO FIX”

NEW PRODUCT DEVELOPMENT NEW PRODUCT DOES NOT NECESSARILY MEAN AN INVENTION. A MINOR MODIFICATION OR ADDITION TO AN ALREADY EXICTING PRODUCT.

OBJECTIVES

NEW PRODUCT DEVELOPMENT PROCESS A) EXPLORATION STAGE B) SCREENING STAGE 1---NATURE OF DEMAND 2---COMPATABILITY 3---RESOURCES 4---COMPETITIONC) DETAILED VALUE OFFERING EVALUTION D) BUSINESS ANALYSISE) PRODUCT DEVELOPMENT

F) DEVELOPMENT OF MARKETING MIX 1- 4PS

G) PRODUCT TESTING1-PRODUCT TESTING2-CONCEPT TESTING3-TEST MARKETING

H) COMMERCIALISATION OR LAUNCH1-PROMOTION STRATEGY2-PRICING STRATEGY3-PLACE STRATEGY

CONTD……….

AGRICARE

OBJECTIVES---1- ROTATION OF ECONOMIC RESOURCSE

2-DEVELOPMENT

3-WIDEN PRODUCT PACKAGING (RANGE)

4-BRING IN “CONSUMER SATISFACTION” PROMOTION (DEMO)

5-DEVELOP A POOL OF MANAGERIAL TALENT

AGRICARETM

NEW PRODUCT DEVELOPMENT PROCESS

EXPLORATION STAGE---

ON THE BASICES OF MARKET FEEDBACK ,SURVY AND RESEARCH FROM RURAL MARKET SOME WEEDICIDE COMPANY DRAWBACK----

1-KILLING OF EARTH WARM2-SOME PRODUCT HARM FULL FOR CROP4-BAD SIMALENON TERMINATION OF BROAD-LEAF WEEDSSOME CASES OF LEAF ROTTING {RATHER THAN ANY DAMAGE TO CROP}PUNGENT SMELL TILL 6-7 DAYS FROM THE APPLICATION

AGRICARETM

SCREENING STAGE---

“SCREENING IS EXECUTED BY THE RANG OF SPECIALISTS FROM DIFFERENT DEPARMENT OF THE ORGANISATION FORMING A PART OF THE PRODUCT PLANNING GROUP.”

AGRICARETM

1---NATURE OF DEMAND

2---COMPATABILITY

TARGET MARKETDEMAND OVER OF PERIOD OF TIME GROWTH PROSPECTS

MATCH WITH THE CORPORATE OBJECTIVESIMPACT ON THE EXISTING PRODUCT LINENEW IDEA WITH THE EXISTING STRATEGIES AND WORK PROCESSES

AGRICARETM

3---RESOURCES

4---COMPETITION

MONEY TIME TECNOLOGICAL CAPABILITY

THE ALTERNATIVES COMPETITER TO THE PRODUCT IDEA SWOT OF OTHER AND MY PRODUCT PUBLIC OPINION AND INTEREST

AGRICARETM

DETAILED VALUE OFFERING EVALUTIONUNIQUENESS OF MY PRODUT

FARMERS-

SIMPLE AND EASY TO USEIT IS AFFORDABLENO SMELLPRODUCT RANGE

RETAILER SIDE-

CONVENIENT TO STOREOFFERS FOR RETAILERGOOD PACKAGINGGOOD MARGIN

AGRICARETM

BUSINESS ANALYSISFINANCIA PROFITABLE FEASIBLE PROPOSITION COST OF MY PRODUCT IS SLIGHTY LESS OTHER RUNING PRODUCT

250 g COST

• MY SIDE-50

• OTHER -55

• I GOT 10% OTHER 15%

1 kg AND 3 kg

MY SIDE -185,550OTHER-190,560I GOT 18% OTHER 24

PROMOTION

• 35% EXPENSES

• OTHER 25 %

AGRICARETM

PRODUCT DEVELOPMENT

WE ALSO SPEND FOR R&DMODIFICATION NEW CONCEPT RESEARCH,INVOLMENT OF TOP MGTHOE TO MAKE DIFFRENT TO OTHER

AGRICARETM

DEVELOPMENT OF MARKETING MIX

TAGLINE of company

GOLDEN CROP

AGRICARETM

4Ps---

PRODUCT- 1-VARIANTS 250g TO 5 kg 2-GOOD PACKAGING 3-LOGO EASY TO UNDERSTAND 4-BRAN NAME PROMOTION- MY USP 1-EASY PUNCH LINE 2-SAME STATE SALES PERSON 3-COMMUNICATION 4-SAMPLE , OFFER PRICE- CAMPARE THEN OTHER ALWAYS LESS QUALITY BETTER THEN OTHER.PLACE-HUB OF PADDY PUNJAB SLOWLY START UP,HARIYANA SAME CULTURE ARE THERE.

GOLDEN CROP

AGRICARETM

PRODUCT TESTING

PRODUCT TESTINGCONCEPT TESTINGTEST MARKETINGI. NATURE OF SAMPLE II. THE SIZE OF SAMPLE

AGRICARETM

COMMERCIALISATION OR LAUNCH

PROMOTION STRATEGYPRICE STRATEGYPLACE STRATEGY

PROMOTION STRATEGY

AGRICARETM

FARMER’S METTINGGROUP DISCUSSION VAN CAMPAIGNPOSTERING ADVERTISING TEL-COMMUNICATIONINDIVIDUAL CONTACT

FARMER’S METTING

AGRICARETM

GROUP DISCUSSION

AGRICARETM

VAN CAMPAIGN

AGRICARETM

AGRICARE

POSTERING

AGRICARETM

AGRICARE

FATA FAT MIX

FATA FAT MIX

FATA FAT MIX

FATA FAT MIX

ADVERTISING

AGRICARETM

EASY TO MIX 1 TIME IN INDIA FATA FAT MIX

TEL-COMMUNICATION

AGRICARETM

FATA FATMIX LUNCH IN YOUR CITY.

“KISAN BHAI PUN JAB MAI AAB F.F MIX UPLABD HAI”

OFFER IN FAST MIX LAST DATE 31 DEC 2010

INDIVIDUAL CONTACT

AGRICARETM

PRICE STRATEGY

AGRICARETM

PRICEMY SIDE-50OTHER -55I GOT 10% OTHER 15%

PROMOTION35% EXPENSESOTHER 25 %

AGRICARETM

PLACE STRATEGY

D.R.B.C. FOLLOWER

CONCLUSION

AGRICARETM

SIRSENIOR PHILIP KOTLER, KELLER, KOSHY,JHA, MARKETING MANAGEMENT,PEARSON PUBLICATION,13TH EDITION, PAGE NUMBER (86-113)

PARDEEP K. & RAUT RURAL MARKETING

GOOGLE FOR PICTURE

AGRICARETM

REFERENCES-:

AGRICARETM

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