Express Agri Services

On time Every time”

JITTotal

Productive Management

Poka Yoki Six sigma

Good Corporate Citizenship

Professionalism

DignityQuality Focus

Customer First

Express Agri Services : Core Values

Analyse rural markets.

• Agricultural Machinery industry plays an important role in the Indian economy as

the agriculture sector still contributes majorly to the country’s GDP.

•Share of the sector in overall GDP is declining. However, the sector remains

significant as it employs more than 50 percent of the country’s population.

•The agricultural equipment sector is a key sector that contributes to agricultural

growth and productivity.

12

13

14

15

16

17

2007-08 2008-09 2009-10 2010-11

Share of Agriculture sector in India’s GDP (%)

GD…

Inception Phase (1945 to 1965)

Development Phase(1980 to 1992)

Regulatory Phase (1965 to 1980)

Liberalization Phase(1992 to 2002)

Growth Phase(2002 onwards)

Chronology of Farm Mechanization in India

Pre-Green Revolution Era(1947-

1965)

Green Revolution

Era(1965-1975)

Post-Green Revolution Era

(1975 onwards)

1. Farming by traditional

methods

2. Low productivity (0.58

t/ha/yr)

3. Increase in production

was attributed to

increase in cultivated

area

4. Farm power availability

was about 0.27 kW/ha

5. Share of animal power

sources was 98 to 88%

1. High yielding variety

,fertilizer , chemical inputs

2. Productivity increased (1.14

t/ha/yr)

3. Need for timeliness in farm

operations realized

4. Introduction of improved

farm machinery

5. Farm power availability was

about 0.47 kW/ha

6. Share of animal power

sources decreased from 88%

in 1965 to 62% in 1975

1. Use of scientific methods in

cultivation of crops

2. Raise in the productivity level

2.14 t/ha/yr

3. Increase in the availability of

farm power to 1.2 kW/ha

4. Reduction in the share of

animal power from 62% in

1975 to 24% in 1997

5. More implement/equipment

and machinery put to use for

all the farm operations

1. Tractors

2. Levellers

3. Ploughs

4. Dozers

5. Scrapers

1. Seed Drills

2. Seed cum

fertilizer Drill

3. Zero till drills

4. Transplanter

1. Shovel

/Plough

2. Harrow

3. Tiller

4. Sprayer

5. Duster

1. Harvester

2. Thresher

3. Digger

4. Reaper

5. Sheller

6. Sickle/

Dao

1. Seed

extractor

2. Dehusker

3. Huller/

Dehuller

4. Cleaner

5. Grader

6. Mill

7. Dryer

Land

development,

tillage, seed

bed

preparation

Sowing and

planting

Weeding,

inter

cultivation,

plant

protection

Harvesting

and

threshing

Post

harvest and

agro

processing

India’s agricultural equipment industry has a diverse product portfolio

Gender Friendly

Equipment

Focus On Agri

Services

Current Trend

Trend In Agricultural Mechanization

Buying Behavior-Key Areas

Buying Behavior

Presence of the Product

in the Market

Price & Cost Related Affairs

After Sales Service

Credit Facility

Reputation

Purchase Decisions

Giving Highest Recognition

Transparency

Differentiation

Competitive Pricing & Offers

Post purchase Behavior

Develop new product.

Development Of New Product

Strategic Cost Aspects

Distribution & Logistics

Infrastructure

Sales & Marketing

Training

Tactical Imperatives

Custom Hiring Facility

Risk Management

Higher Scale of Operations

Capacity Building

Customer Adoption

Discovery

Customer Metrics

Pervasiveness

Realization & Recognition

Renewal

DEMOGRAPHIC

OPERATING VARIABLE

CUSTOMER EXTENDED REQUIREM

ENT

FARM POWER

(KW/HA)

User type

SITUATIONAL FACTORS

FREQUENCY ORDER SIZE

PERSONAL CHARACTERISTICS

TARGETING STRATEGY

FARMERS WITH LOW ,MEDIUM & HEAVY MACHINERY MARKET

PRODUCT 3

PRODUCT 1

PRODUCT 2

POSITIONING

ID

• To be identified as total productive maintenance service provider.

• Achieve highest levels of customer satisfaction.

MESSAGE

• Timely delivery of parts & service.

• High tech with high touch “the tech savvy”

TOOLS

• Promotional campaigns. Eg. “Drones”.

• Distribution strategy.

Pricing strategy.

Pricing

• Objective: product quality leadership

• Pricing method: markup

• Product mix pricing: two part pricing fixed(service fee based on AMC)+variable(other services and spare parts)

• Pricing policy on returns:

incase of replacement only variable price

incase of refund: 100% refund (48 hrs. from detection of problem)

Product Catalogue

Product Nature Price Touch Points

Express General

MaintenanceConsultancy Rs. 250/-*

BPO,KIOSK,

Ground Staff.

Express Fast TrackBreak Down

MaintenanceRs.2500/-* BPO

Express AMCPredictive Planned

MaintenanceRs.10000/-* TECH EXPERT

Express Loyalty

Card

Redeemable

Reward Points

Complimentary/

Renewal Charges

Rs. 550/Semi-

Annually

BPO

Express Citizen Premium Category Rs.20000/-*BPO,TECH

EXPERT

*Terms & Conditions Apply

Credit policy

• At the time service :20-30% of the total fee

• Remaining to be paid in a period of 45-60 days

• EMIs to be provided on spare parts amounting to

more than 10k

Distribution channel.

Objectives

• To reach grass root level with our services.

• Reduce the transportation cost of farmer.

• Reduce time consumption.

• JIT access to service.

• Poka Yoke-Ready Set Go

Logistic

Dealers

Retailers

Banking Services

Technical expert

Main Office/HO

Call Center

Farmer

Rural Kiosk

Ground Staff

Technical

Ware House RuralDrone

Farmer in Chaos…

SOS…!!

EXPRESS AGRI SERVICES!!

Before After

Call Center

Farmer

Call Center

Rural Kiosk

Technical Staff

Ground staff TechnicalsTechnical

Expert

Farmers

meeting,

Problem

Solving

On Time, Every Time…!!

Branding of your

product

Objectives

Branding objectives

Differentiating as top product

Most innovative

Best value

Competitive price

Challenges in Branding

• Intangibility

• Commoditization

• Complexity

• Inconsistency

• Real time consumer interaction

Strategies for branding

• Incorporating proactive strategy related to the unique

elements in service marketing

• Emphasize the aspects of service process that

benefits the customers

• Provide physical evidence to validate the brand

• Proofs regarding consistent delivery

e.g: testimonials, word of mouth.

Promotion.

Objectives of promotion

create awareness

create the need

Gain a competitive edge.

change farmers mind-set

Retain The existing customers

Selection of media/ channel-

• Radio

• Television

• Newspaper

• Word of mouth(Youth clubs)

• Wall paintings

• POP Displays

Strategies to build brand-

• Common nut bolt are packaged with a distributor label and parts of the equipment.

• Recruiting the local dealers and mechanics.

• First two services will be free of cost.

• Distribution of pamphlets.

• Demonstrations.

• Push and pull strategy.

Packaging and labelling decisions-

• Once a service is rendered the technical personnel will stick a sticker of the company on the tools and equipment.

• Hologram of the agency on the package of the spare parts.

• Different colour codes on the package to identify product category

• Water proof, all weather, and fragile proof packaging

• All packaging standards fulfilled as per industry requirements

• Bar code scanning.

Direct marketing

Tele Marketing

Mobile MarketingSales force

Cross selling & Up selling

Direct Tool

Delivery

Benefits of Direct Marketing

• DM can Measure response for the campaign to decide

which has been most profitable.

• DM makes the marketer’s offer & strategy less visible to

competitors.

• The moment they want a solicitation it can be reached.

Relationship marketing

for rural markets.

Objectives of Customer Relationship

Marketing

• SMS

• CUSTOMER CALLS

• NEWSLETTERS

(REGIONAL LANGUAGE)

• KIOSK CENTER

• RIGHT TO INFORMATION

• SERVICE CATALOUGE

• LOYALTY REWARDS CARD

• COMMUNITY CENTERS

• SKILL DEVELOPMENT

CENTER

• BUYING/SELLING OF USED

MACHINERY.

Value delivery

sequence

VALUE DELIVERY SEQUENCE

PROBLEM

LOCATION

TYPE OF

MACHINERY

SURVEY

REQUISITE

TOOL KIT

SPARES &

SERVICE

AFTER SALES SUPPO

RT

THANK YOU