Apporva Srivastava

UR18007

Case Study Analysis

Why is Devbhumi a successful FPC?
Reasons for Devbhumi being a successful FPC:
 Technological Support and a very good marketing structure of the
brand.
 Strong advantage with respect to location of the setup.
 Enjoys perks of being on of the first FPC.
 Adhering to the quality standards over the years.
 Each of the primary producer being a shareholder and owner.
If it would have adopted a cooperative
structure, would it be equally successful?

No, it would not have been successful had it adopted a cooperative structure
because of the two primary reasons:
 Advantages it enjoys being a FPC, as discussed in above mentioned points.
 Under the FPC model it enjoys the advantage of being away from the
bureaucratic control and the politics that insists in co-operative
organizations.
'Promoters feel that economies of scale of a rural enterprise
can only be achieved when an enterprise operates on the
principles of cooperation among the producers'. Explain in
detail.

Promoters feel that way because :

 working on cooperative principles helps the organization very much in
reducing the various costs incurred by the organization involved right from
the designing of the product to finally offering it in the market.
 The other reason why the producers feel so is because, the principles of
cooperation helps you lead to
 enhanced supply chain markets,
 possessing a healthy network and hence having an even bigger involvement in
the market, which in turn helps in having consolidated and sorted markets for
obtaining better results and being successful with the product.
Patanjali/Dabur is branding itself as a seller of pure and natural
honey. It is one of the market leaders at present. Consider
yourself as the marketing head of Devbhumi and suggest necessary
actions/steps be taken so that it can survive and compete in the
foreign market.

 Conduct a proper market research and have greater emphasis on the

Segmentation, Targeting and positioning(STP) of the product which will help
in giving a clear picture of the demand and supply levels in the market of the
organic honey.
 Adopt the penetrating price Policy.
 Have a greater focus on the advertising campaign and try to improve and
make it more appealing and attractive to be placed above the two giants
when it comes to perception of the consumer.
 Explore the new ideas and adopt innovative techniques for sales promotion of
the product.
Thank you