Terra greens

organic

introduction
Organic foodsarefoodsproduced byorganic farming.
While the standards differ worldwide, organic farming in general
features cultural, biological, and mechanical practices that foster
cycling of resources, promote ecological balance, and conserve
biodiversity. Synthetic pesticidesandchemical fertilizersare not
allowed, although certain organically approved pesticides may be
used under limited conditions.

Objectives

1. To analyze the market potential for organic products in the Indian

domestic market.
2. To understand the brand promoting activities of terra green

3. To study the consumer buying behavior for organic foods in the

Indian domestic market

Organic farming in India

Organic farmingis a form ofagriculturethat relies on techniques

such ascrop rotation,green manure,compost, andbiological pest
control.

organic farming uses fertilizers and pesticides (which

includeherbicides,insecticides andfungicides) if they are
considerednatural(such asbone meal from animals
orpyrethrinfrom flowers), but it excludes or strictly limits the use of
various methods (including synthetic
petrochemicalfertilizersandpesticides;plant growth regulatorssuch
as hormones;antibiotic use in livestock;genetically modified
organisms;human sewagesludge; andnanomaterial's.) for reasons
includingsustainability,openness,independence,health, andsafety.

Global growth rate

Since 1990 the market fororganic food and other products has
grown rapidly, reaching $63 billion worldwide in 2012.

This demand has driven a similar increase in organically

managed farmland which has grown over the years 2001-2011 at
a compounding rate of 8.9% per annum.

As of 2011, approximately 37,000,000 hectares (91,000,000

acres) worldwide were farmed organically, representing
approximately 0.9 percent of total world farmland.

Organic growth rate in India

The market forOrganic food products in India is growing at 20-22 per cent a year.

On India, the report said that the market for organic food including exports is
currently valued at Rs 1,000 crore.

The report added that the country produced around 3.88 million tonnes of certified
organic products, that includes basmati, pulses, tea, coffee, spices and oilseeds.

Organic foods industry presently is metro-based, with about 95 per cent of the
brands existing in top 10 metros like Delhi (NCR),Kolkata, Mumbai, Pune,
Chennai,Bengaluruand other tier II cities, it said.

According to government data, area under organic farming had risen to 1.08
million hectares. In addition, 3.40 million hectares is wild forest harvest collection
area.

The states doing well in organic farming areMadhya Pradesh(4.40 lakh hectares),
Maharashtra (1.50 lakh hectares) and Orissa (95,000 hectares), the data added.

Company profile

Terra Greens Organic has its farms spread over 127 acres of land,
specially designed to cultivate organic food. Most of the produce
comes from our own farms in keeping with the region and the
climate.

Food that cannot be grown locally is procured from our farming

groups in Maharashtra, Rajasthan and AP. Meanwhile the rest is
sourced from trusted organic communities spread across the country.

Our three main channels of production

Own farms

Terra Greens Organic farming groups in Maharashtra, Rajasthan,

Telangana and AP

Trusted organic community networks

The farmers at Terra Greens Organic are specially trained in

organic farming practices and educated about the benefits of
sustainable farming. Moreover, having our own farmers helps us
in maintaining the quality of the produce and fostering trust.

In addition to the various accreditations the company holds, our

products go through a 3 level audit. At the farm, on arrival and at
dispatch. Thus ensuring quality at the highest level.

Products that you buy from Terra Greens Organic come straight
from the company's own farms. While products that cannot be
grown here are sourced from our network of trusted organic
communities where it is geographically most conducive.

AVAILABILITY OF PRODUCTS

The products are available in both online and offline.

Available in all metro cities.

Available in all spencer outlets, Fiber city etc..

Home delivery service is available.

Brand promoting Activities done at terra

greens
1. A) Filtering customers from various events by tale-calling
B) Separating the customers into different categories
C) Finding interested customers
D) Knowing issues & problems faced by dis-satisfied customers
E) Conversion of dis satisfied customers to interested list
2. Conducting events around Hyderabad

A). Filtering customers from various events

by tale-calling

Terra greens is conducting different events around Hyderabad like horticulture, avakai kit, secundrabad
club, good seed bazar etc. We have database and we have details of the different customers participated
in different events. The list consists of around 800 contacts in which it consists of different columns like
1. Name
2. Address
3. City
4. District
5. Pin code
6. Phone number
7. Email
8. Participated event
9. Result

OUR WORK AT TERRAGREENS

We have contacts in our data base and our work is to verify whether the
gathered information is correct or not. For this we have to verify the customer
list by means of tale calling. This method can produce more genuine results
than any other method. Thats why we preferred our source as tale calling

Tale calling means handle the calls of customers or client.

A tale caller keeps in close touch with customers by making frequent telephone
calls to customers, clients and prospects, reminding them of products, good and
services.

B) Separating the customers into different

categories
In terragreens organic we started tale calling to the customers participated in avakai kit event we
have done calling with 4 days of this event and we repeated the same procedure for different events
and we obtained the results and we have marked the customers in excel sheet into 3 categories they
are
a) Red ink customers
b) Orange ink customers
c) Yellow ink customers
d) White ink customers or others
a) Red ink customers These type of customers basically have no information on these three main
columns like name, phone number, address then they marked as red.
b) Orange ink customers These type of customers basically have insufficient information like not
providing exact address then they marked as orange.
c) Yellow ink customers These type of customers basically who do not provide email address
then they marked as yellow.
d) White ink customers The customers who has exact information then they left uncolored.

C) Finding interested
customers
We have divided the customers earlier before so we have a keen idea about the
customers whom we have to contact so we have the list of around 750 in which
red marked customers are excluded and we started tale calling to these 750
customers. After 6 weeks we have clearly obtained the results from the
customers. We have repeatedly calling to the customers whose numbers are
busy, not reachable, switched off and we have excluded some of the contacts
whose numbers are invalid and wrong numbers. Out of around 700 customers
we have obtained the customers who are willing to buy.
In that list we got around 200 customers are in the interested list and 23 people
are previously the customers of the terra greens but they have issues and we
have to resolve the problem and make them add to the interested list.

D) Knowing issues & problems faced by dissatisfied customers

There are 23 people who have issues with the different aspects like
a) Improper response by company
b) Late delivery
c) Delivering Spoiled items like fruits and
d) Damaged product (honey bottle).
a) Improper response by company- some customers are calling to the company numbers and they are not
responding properly so these customers become dis satisfied with the company and they stopped buying the
products.
b) Late delivery- some customers are dis satisfied with the delivery process. They have the issues of late delivery
and they become dis satisfied and they finally stopped to buy the product.
c) Delivering Spoiled items like fruits- some customers have problems with the delivered items and they lost
trust on the company and they eventually stopped to buy.
d) Damaged product- Few customers also complained about the product that they got delivered. They said that
there is breakage in glass of honey bottle and they complained about it and there is improper response from
company that they do not replaced it. Hence these people lost trust and stopped to buy these product and similarly
one customer also complaint about avakai pickle.

2. Events around hyderabad

Different events

Secundrabad Club
Botanical Garden
Horti culture
Horti expo
avakai kit
0

20

40

60
interested

80

100

not interested

120

140

160

180

My experience in Good seed

bazar event

The event we attended where very systematic and classic.

We got an opportunity to place our stall at first place.

We got good experience how will be the customer perception

about products and also while choosing the products.

The best thing for us is we learn how maintain customer

relationship.

This events are good platforms to learn on field marketing.

Because of rain number of customer visited are less, another

reason is it is a vacation time.

We got to know the market potential of terra green organics

product.

Customer feed back in good bazar

events

On 7th june the customers visited to the event are maximum number
of them were terra greens esteemed customers. there are few new
customers .

On 21st june the customers are few due to heavy rain

CUSTOMER FEEDBACK:

The customers who visited to terra greens stalls has given a positive
word to us.

They told the products from terra greens are nature friendly which is
the main reason to buy

About upma mix's customers told that this type of instant mix's made
their work easier

The groceries, mangoes has got positive feedback from customers

Industry profile

Terra greens organic is food industry.

it comes under FMCG industries

FMCG- fast moving consumer goods is leading industry in India.

FMCG segment is the fourth largest sector in Indian economy.

Food products is the leading segment, accounting 43% of overall

market.

Research methodology

As it is food industry the adopted methodology is qualitative and

quantitative methods.

The sampling technique is used is random sampling.

The sample size- 150-200

Questionnaire

Mailed questionaries' are adopted.

Open ended questions are chosen for adequate response.

The data collection method:

The data is collected from primary data source.

What type of organic foods do you

purchase?
50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%

vegetables

processed foods

meat,cerels etc

How do you first heard about organic food?

35%

30%

25%

20%

15%

10%

5%

0%

advertisement

newspaper

friends

magazines

interenet

10.would you recommend organic

foods to a friend or associate?
60%

50%

40%

30%

20%

10%

0%

definitely

probably

not sure

SWOT ANALYSIS
Terra greens organic Foods
STRENGTHS

Highest Quality Organic Foods Seller

Huge selection/variety

Free Home delivery

First Mover in organic products

Eco-Friendly

The export of Indian organic products is progressing. The Government

support to organic agriculture, awareness for healthy food harmful effects of
pesticides and presence of their residues. International and national
certification bodies in India- these four facts are the dominating strengths.

WEAKNESSES

Price up to 75% higher

Locations only in affluent areas

Advertising Budget very low (WOM approach)

Promotional Offers no coupons

Certification

Major weaknesses are on the level of information/awareness: most

farmers have only small holdings and quality consciousness is low
besides lack of marketing skills (e.g. disjointed sector for the domestic
market). Another weakness to be noted is that the organic market is
not consumer demand -based, but supply driven. From this fact a lot of
threats can be derived.

OPPORTUNITIES

Expand private label selection lower price for customers

Advertise more, create coupons and promotions to get people in the store

Hype right now is to eat healthier and protect the environment

Rewards program frequent buyer cards

Back to Basics buy more local products that people will pay more for.

To quantify the potential of the organic products is not simple because the
fast development of the Indian society and economy. For further progress,
more information should be gathered on the market opportunities.
Nevertheless, the need assessment shows that on the level of the
opportunities, a considerable potential for the organic market exists, even
though the size of the potential can not be quantified exactly.


THREATS

Conventional Supermarkets

Bad Economy

Local Farmers Markets/Independent Retail Chains

Some of the major threats are really dangerous. The awareness about pesticide
residues is to be considered as strength. However, a bigger threat is that all kind of
products are offered under declarations like without pesticides, eco-friendly or even
organic.

Future Challenges for Terra greens organic

Pricing being able to compete against the conventional grocery chains

Getting more people in the store to buy organic food

Convince new customers to shop at Terragreensorganic rather than more convenient

stores

conclusion

The market potential of organic foods in India is growing at a

rapid pace and there is a great scope in the future.

The brand promotional activities of terra green are studied and

they are successful in promoting the brand effectively.

The consumer buying behavior of organic foods have been

changing

Thank you