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Development of Marketing Strategies For The Product Kisan
Development of Marketing Strategies For The Product Kisan
Companys overview
Vinfinet Technologies Pvt. Ltd. Founder: Vijay Bhaskar, alumni of Indian Institute Of Technology, Madras. Its aim is to provides technological solutions to the farmers. Among top two innovations in Samsung Innovation Quotient
Research Methodology
1) Research Design: Descriptive 2) Data Source: a) Primary Data: Farmers Retailers b) Secondary: Company data(provided by the company) Internet 3) Area of study: Bangalore rural Chikballapur, Mandya, Tumkur
Sampling Plan
Retailers: 54
Sampling technique- Convenient sampling
Identify the potential Customers for the product (nearby Bangalore, Land Karnataka). Holding
10%
30% 60%
Potential Customer
Pump for Irrigation
10%
Yes No
90%
Problems In irrigation
Physical effort and inconvenience Frequent damage of irrigation equipment Theft of irrigation equipment Wastage of water and electricity
Distribution Strategies
1. Channel - Selective Distribution
40% 60%
Yes No
Positioning
Operational Excellence Product Leadership Customer Intimacy
25%
55% 20%
Promotion
Medium of awareness
15% 40% 20% Agriculture magzines Multimedia 25%
Promotion
SMS Campaign Voice Campaign (IVRS) Field demonstration
Pricing Strategy
1.
Motor Repair3
Total Cost per annum
1
Rs.5,000/Rs.20,000
Fuel Costs: considering an average of 5km two-way, 20 times in a month. costs: A minimum of 1000 per month considering 100 Rs/day, 10 to 15 times a month. 3Motor Repair - Repair due to motor running while water was not available, assuming break down of at least twice in a year
2Labour
2. Price of Product:
Elements (Rs)
Price of product
Maintenance cost Annual Cost
5500
500 per annum 6000
List of Competitors
Auto Starters: These devices start the motor when power is available and keep the motor running all the time, as long as power is available. Nano Ganesh from Ossian Agro Automation Micro Jaikisan from Micro Technologies. Real Mobile Starter Controller from Real Tech Systems. Kyatee Mobile Starter from Khyatee. GSM based Smart Pump Controller from ASquareESystems.
Competitive Advantage
Product Leadership
Highly innovative Superior to any existing technologies in the market on several parameters.
Price Leadership
Price lower than Rs.6,000/- there by securing the More Features at Lower Price advantage.
Business
suggestions
Large farmers and medium farmers using motor pump are our potential customers. One dealer per Taluk. Providing a local technician for after sales service. Positioning the product as a best solution to farmers . Competitive advantage as no such product is available in karnataka
Refrences
https://www.raitamitra.kar.nic.in/ Kotler, Philip, Positioning, Consumer buying process, Promotional strategies (http://www.nanoganesh.com) (http://www.a2esystems.com) www.karntaka.gov.in