Summer project

on
Market for broiler and layer feed in West-India

Under the guidance of:

Dr.Sanjay Toke
Dy. General manager
(Product management)

Godrej Agrovet Ltd

Presentation by :- Rajiv choudhary

1
 CONTENTS
• OBJECTIVES
• SCOPE OF STUDY
• RESEARCH DESIGN
• DATA SOURCE
• OBSERVATION-MAHARASHTRA
• OBSERVATION-MADHYA PRADESH
• OBSERVATION-GUJARAT
• OBSERVATION-DISTRIBUTORS/DEALERS
 Objectives
• To know the Customer profile -demographic/behavior

• To determine Met & Unmet needs

• To determine Marketing inputs /Services required

•To ascertain Optimal Distribution policy

• To give new innovative Product ideas

 Demographic profile
Broiler farmers Layer farmers
Dependency on poultry
Maharashtra Madhya-Pradesh
 .
.

• Dependence on poultry is higher in Maharashtra and Gujarat i.e. farmers manage their farm
personally so cost on labour will be less as compared to Madhya-Pradesh

• In Madhya-Pradesh 31 % farmers are dependent on crop farming as for corn and soya
major ingredients in feed most of the state are dependent on Madhya-pradesh and farmers mostly
use own feed due to easy availability of these ingredients which saves feed cost
Average total capacity and placement

Broiler Layer
 Feeding profile-Broiler

Maharashtra Madhya-Pradesh
•The share of own feed and concentrate is more in Madhya pradesh because corn and soya
is easily available in Madhya Pradesh.
• 80-90 % farmers prefer ready-made feed in pre-starter stage as using ready-made feed
gives highest poductivity in that stage as compared to concentrate and own feed
Feeding profile-Layer
Maharashtra Madhya-Pradesh
 Scope of study

Areas covered :
• Maharashtra-:
Pune,Nashik,Dhule,Nagpur,Panvel

• Madhya pradesh-:
Bhopal,Jabalpur,Indore

• Gujarat-: Sachin,Vagashi
 Research design
1. Sample composition:
• Broiler farmers
• Layer farmers
• Distributors

2. Method:
• Survey method

3. Analysis tool:
• Microsoft excel
 Data source
• Primary:
1.Farmers and their family members were
interviewed

2.Employees on the farm were interviewed

3.Distributors and their employees were interviewed

• Secondary:
1.Data available with sales officers

2.Through various websites

Observation-
Maharashtra
 Observation- farmers
• Poultry is their main occupation and they are
entirely dependent on it

• Pune and Nashik district have got the highest

farm capacity with 95% utilisation

• Market is lucrative for birds of 2kg and above

• Farmers are very quality and cost conscious in

respect of feed
Company Strength Weakness

Godrej Quality & service Price

Uttara Chick support Quality

Japfa Credit & price Service

proxil Credit Quality & service

Saguna Reputation Accesibility

Prestige Credit quality
Local manufacturers Price Quality
Market share of type of
feed
Market share of form of
feed
 Preference of farmers
Why farmers don’t prefer
Why farmers prefer Godrej Godrej
Observation-Madhya-
pradesh
 Observation-farmers
• Distributors and dealers have a very strong
impact on the market
• Contract farming prevails in many areas of
Jabalpur and Bhopal regulated by dealers
• There is a lack of awareness in farmers
• Farmers are not willing to take risk to raise the
birds themselves due to weak financial condition
• Poultry is their secondary occupation
• Farmers do not wait for 45 days to sell the
bird ,they sell as per demand due to high rate
of mortality
• Outbreak of CRD virus all over the state will
affect the sales in coming months
• Concentrate and own feed are mostly used as
maize and soya is easily available in Madhya
pradesh
Market share of type of feed
Market share of form of feed
• a
 Preference
Why farmers don’t prefer
Why farmers prefer Godrej Godrej
Company Strength weakness

Godrej Quality Service and price

Kirti Quality and price Availability

Perfect (local) Availability & price quality

Observation-Gujarat
 Observation –farmers
• Distribution network is not very efficient
due to which farmers don’t have access
to products
• High mortality rate due to outbreak of
CRD virus
• Under utilisation of capacity of farms
• Farmers using own feed are reluctant to
switch to ready-made feed
Market share of type of feed
• .
Market share of form of feed
 Why farmers don’t prefer
Why farmer prefer Godrej Godrej
• .
Company Strength Weakness

Godrej Quality Price & service

Uttara Chicks support Quality

Simran Quality & credit policy Man power

R J Feed Credit policy & rate After sales service

Suguna Good Repute No manpower

Amrit Credit Policy Quality & service

Prestige Credit Policy Quality

 OBSERVATION-
DISTRIBUTORS/DEALERS
Experience in
distribution
Why distributors prefer
Godrej
 Expected factors from
company
• .
State-wise expectation from
company

MAHARASHT MADHYA- GUJARAT

RA PRADESH
Limitations of the company
THANK-YOU