MARKETING STRATEGY:
Marketing is an integral part of a business plan to generate revenues by making the goods and services of a firm available to the end users. Hence the marketing policy of JSYS shall cover major issues that would affect the performance of agriculture enterprises related to command area farmers directly or indirectly.
The success of an agribusiness plan depends on the access to:
1. Credit
2. Knowledge on Good Agricultural Practices (GAP’s)
3. Knowledge of Good Marketing Practices (GMP’s)
4. Insurance coverage
5. Market Intelligence-demand, production, consumption trends, consumer preference.
6. Publicity
a) Implementation Strategy: JSYS project has enabled the farmers of the command area to form a society to implement the project by taking up activities of social mobilization for the over all tank development. Thus there is an institution available through which the capacities of the command area farmers with regard to agriculture including marketing could be built to follow sound agribusiness strategies. It is important therefore to make it durable. Proper agribusiness plan developed for the command area farmers by better utilizing the resources can make cultivation of crops really a viable proposition. Such a strategy would help in weeding out the market inefficiencies which are currently making the farmer’s situation truly a miserable one. Like in industry there have to be collaborations between various players like input suppliers, finance agencies, departments, processing industries, exporters, universities wholesalers, big retailers and bulk consumers.
b) Focus Areas:
The following areas are vital to the success of the policy
Institutional aspects: Active participation of command area farmers in decision making is vital.
Federation of the TMI’s is yet another requirement
Bringing awareness to the farmers in evolving viable agribusiness plans which are market driven.
Establishing quality standards and certification. (HACCP)
Standardization of the product with proper processing, grading and packing based on the market requirement.
Cutting down the costs at all levels to establish competitive advantage.
Waste minimization
Maximizing the reach using e-platform.
Access to market information and market linkages.
Risk management
Logistics.
Advertisement and PR activities
c) Institutional arrangements and Implementation approaches
The TMI’S rapport needs to be built with various institutions such as:
1. Raitha Samparka Kendra’s (Agricultural Department),
2. National Horticulture Mission,
3. Department of Sericulture,
4. Directorate of marketing and inspection.
5. Banks,
7. Insurance comapanies
8. Warehouses,
9. Safal Terminal Market,
10. Kisan Call Center,
11. Input supply agencies.
12. Certification agencies.
13. Equipment suppliers
14. Organizations which deal with contract farming such as Seeds Production Companies, Organized retailers, Processing agencies etc.,
d) Baseline, indictors for monitoring and mechanisms.
Membership
Hits on the Kisan Call Centre
Customer satisfaction.
Processing plants
Linkages
Knowledge about certification
Knowledge of packing and grading of food grains, fruits and vegetables
Number of farmers Storing in the warehouses.
Frequency of using Kisaan call center services
Rapport with Raitha Sampark Kendra’s
Lower Price and improved availability of inputs, equipments and spares and after sales service.
Hits on the website
Enquiries for the produce
Improved price realization
Market Information and access
Kisaan credit card holders
Number of people going for insurance to cover the risk
Marketing and purchasing of inputs through TMI’s
Internet browsers for marketing information
After empowering the farmers of TMI’S the impact can be monitored using surveys in sample tanks.
e) Training and capacity building:
Primarily the farmers need to be trained in the following areas:
Planning
Quality management
Packing and grading
Communication
Public relations
Certification
Storage
Brand building
Advertisement
