WELCOME

TO
MARKETING
STRATEGY
MARKETING STRATEGY

Presented By
Md. Badrul Alam
 COMPANY PROFILE

Company Name: Caspian Impex

Founder & CEO: Dr. J Banergy
Establishment: June’2010
Head Office: Thane(W), Mumbai, India
Global Presence: Singapore, Bangladesh,
Kazakhstan, Myanmar, China & USA.
Business Area: Seed, Spices & Tea & Chemicals
Total Employee: 100+ People
 COMPANY HEADQUARTERS

Thane(W), Mumbai, Moharasta, India

 VISION & VALUES

Vision:
To provide quality seed with best services to farmers.

Our Values:
Integrity: Be honest what we do
Passion: Committed in heart and mind
Diversity: As inclusive as our brands
Quality:What we do, we do well
SEED MARKETING STRATEGY OF CASPIAN

Factors analyzing for Seed Marketing

• Develop a contract system with seed producers
Marketing Strategies
• Organize direct contact promotion strategy
• Organize direct contact promotion
• Distribution
strategy channel management
• Constrains
• Distributionanalysis in area wise
channel management
• Constrains analysis in area wise
• Addition of new technologies
• Addition of new technologies
• Different
• Different product
product range range
• Manage technical know how
MARKETING STRATEGY
 SEGMENTATION, TARGETING & POSITIONING
Segmentation: Targeting: Positioning: Is the
Division of the total Choosing one or more act of designing the
market into smaller, segments for which to companies offering
relatively homogeneous design your marketing & image to make a
groups: I.e. operations.
distinctive place in
Seed have a lot of range
1. Brassica(Cauliflower,
(Cereals, Flower, Tissue the mind of the
Cabbage , Broccoli,
Kholrabi)
Culture & Vegetables) target consumer.
but we focus only hybrid
2. Solanacae ( Chilli, vegetables.
Brinjal, Tomato)
IMPORTANCE OF MARKET
SEGMENTATION

Marketers can better

define Customer need

Markets have a variety of

product need &
preferences

Decision Makers can

define objectives &
allocate resources more
accurately
 WE TARGETING MAINLY A & B TYPE FARMER FOR OUR NEW
VARIETY& NEW MARKET

A. Aggressive
Farmer
Accept New
variety, Technology
at first

B. Early Adapter
E. Laggard Accept New
They cultivate variety,
their own choice Technology after
product which is seeing
conventional Types of performance first
seed. Vegetable
Growers based
on Target

D. Late Follower
Accept New C. Follower
variety, Accept New variety,
Technology after Technology after
seeing when seeing cultivate by
 PRODUCT POSITIONING
Company positioning their products in different packaging &
Price Policy which include:
A. Different packaging are: B. Different Price policy are:
CANS - Tin Pack 100g Seed High Value seed for green house farmer
PET POUCH- HYV, OP & Hybrid & they adventurous and energetic and
Seed which cost is low than love taking risk to succeed.
Hybrid. Brassica & other high value
PET-Allo Pouch- Hybrid seed seeds(cabbage, Cauliflower, Broccoli,
which cost relative high. Rock melon, Capsicum) are specially
targeted to knowlegdable commercial
MET-PET-Allo Pouch: Very High farmers
costly Hybrid seed i.e premier HYV and other for generalize for all
 MARKETING MIX

Marketing Mix is a combination of marketing

tools that a company uses to satisfy their target
customers, and achieving organizational goals.
McCarthy classified all these marketing tools
under four broad categories:
1. Product 2. Price 3. Place 4. Promotion

These four elements are the basic

components of a marketing plan and are
collectively called 4 P’s of marketing.
 MARKETING MIX
Product
• Large portfolio in Seeds’
Cauliflower, Cabbage,
Broccoli, Chili, Brinjal,
Watermelon, Cucumber and
all gourds.
• Seed sare divided into
Brassica, Solanacae,
Cucurbitacae and
juices, fruit drinks, water,
energy drinks, tea and
coffee.
• Variety in Bangladesh are
Cauliflower, Cabbage, Chili,
Brinjal, Watermelon,
Cucumber and all gourds.
Promotion
 Adopts various advertising and promotional tools
like filed day, demo, farmer meeting.
 strategies to create an increased demand in the
market byvalue based advertising.
 benefits in consumers mind through product
performance against competitor.
It allows price discounts and allowances to

distributors
 Retailers in order to push more products into the
market when they get extra benefits like product
bonus & price discount.
 employs both push strategy through promotions
and pull strategy through advertisements and
campaigns.
 MARKETING MIX
Price Place
• Due to competitive market Caspian • Caspian focus south East Asia for
focus on their pricing accordingly vegetable seed market India
lower than other top company. Bangladesh Nepal Myanmar.
• Each variety of vegetables of same
crop has different pricing strategy.
E.g: Summer Cauliflower price • Caspian have own marketing people in
range 60000-65000tk/Kg but those area India Bangladesh Myanmar
Temperate Cauliflower range for seed business.
40000-45000tk/kg.
• Our pricing strategy is based on
the competitors pricing.
• Our pricing strategy is also based • The distribution system of Caspian
on our product performance follows Company – Distributor
against competitors performance. Company Warehouse pattern.
If we have unparallel variety
against competitors then we
charge better price and If similar
we may price just lower than them.
THANK YOU