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Marketing of Agricultural Inputs
Marketing of Agricultural Inputs
AGRICULTURAL INPUTS
India is number one in terms of irrigated land
area BUT productivity is too low.
CONSUMABLES DURABLES
Seeds Tractors
Oil and lubricants Harvesters
Fertilizers Thrashers
Agrochemicals Tools : levers ,
cultivators etc
How agricultural inputs are
INDIAN TRACTOR INDUSTRY
COMPANY SHARE(appro
M$M x.)
30%
JOHN DEERE 24%
EICHER 24%
ESCORTS 14%
PUNJAB TRACTORS 11%
CHALLENGES OF
INDIAN TRACTOR INDUSTRY
government.
FACTORS SUGGESTING BETTER FUTURE PROSPECTS
FOR TRACTOR INDUSTRY
INORGANIC STRATEGY
Eg:
Joint venture of John Deere and L$ T.
q
CLASSIFICATION OF
FERTILIZER INDUSTRY
VARIATIONS IN CONSUMPTION
Distribution compensate.
•Earlier only determined by Government but now there
•fair,competitions
Training programsetc)for dealers
•Provision of value added services
centres)
INDIAN AGROCHEMICAL
INDUSTRY
• Constitutes those chemical compounds that prevent crops from attack of
pests , weeds , fungus , insects and other related diseases.
•
• Classification is on the basis of the purpose for which it is used i.e
insecticides , fungicides etc
•
• India is second largest producer of agrochemicals in world after Japan.
•Backward integration
•Indian markets
Irrigated area is rising because of corporate
irrigation
•stock)
Huge working capital required
•Lack of indigenous research and development
•Natural calamities
PLACE STRATEGY
Aggressive distribution strategy by dealing directly
with retailer.
27 Reference : RURAL MARKETING - BY Balram Dogra, Karminder , Tata Mc Graw05/14/10
Hill
PRICE STRATEGY
High MRP and low selling price
Good working capital management (limited
credit)
PROMOTION STRATEGY
Promotional efforts to change attitude
(exhibitions
Farmer , melas)
education