Marketing of Agriculture Inputs

What is management
According to Harold Koontz, Management is an art of getting things done through and with the people in formally organized groups. It is an art of creating an environment in which people can perform and individuals can co-operate towards attainment of group goals. Management is a purposive activity. It is something that directs group efforts towards the attainment of certain predetermined goals. It is the process of working with and through others to effectively achieve the goals of the organization, by efficiently using limited resources in the changing world. Of course, these goals may vary from one enterprise to another. E.g.: For one enterprise it may be launching of new products by conducting market surveys and for other it may be profit maximization by minimizing cost.

What is Marketing
Marketing is the activity set of institutions and process for creating, communicating, delivering and exchange offering that have value to the customers , clients ,partners and society at large The successful marketing create values for two or more parties so that each is established. The goal of marketing is to generate long term sales through customers satisfaction. While transaction is taking place there should not be any problem and both the parties should be fully satisfied

What is Marketing
Marketing must understand both : 1. 2.

Contd.

The needs and wants side of the equation and The Product , ideas and services the another side of the equation. Not only to understand both sides but effectively communicate the details of each in order to successfully bridge the gap between the two

What is Marketing Management

Marketing Management is a business discipline which is focused on the practical application of marketing techniques and the management of a firm's marketing resources and activities.

What is Marketing Strategy

Marketing strategy is set of specific ideas and actions that outline and guide decesion on the best OR Chosen way to create , distribute, promote and price a product or services

What is Selling

Selling is just a transaction where in the goods are transferred from seller to the buyer in exchange of money at the decided per unit price

More than just a transaction

Marketing is more than just making a sale . You should view your marketing efforts as continuous process of creating and cultivating relationship. As a marketing professional you must always make efforts to apply integrated marketing approach using many marketing tools and channels available to you between your product/services and the needs and wants of the market , however you will continue to maintain the relationship with your customers over long term.

More than just a transaction Contd.

You will always work hard to understand your customers additional needs and wants better than any one else, so that you introduce them to more products, services , ideas that meet more of their needs and wants. This will help you to increase the volume of business

Marketing mix

The marketing mix is probably the most famous marketing term. Its elements are the basic, tactical components of a marketing plan. Also known as the Four P's, the marketing mix elements are Price, Place, Product and Promotion.

Marketing mix

Agriculture Input
1 2 3 4 5 6 7 Seed Fertilizers Insecticides Pesticides Agriculture Implements Water Agri Credit

Product
1 Seed of different crops a Seed of Hybrid varieties b Seed of High Yielding Varieties Pesticides/Insecticides Different products of pesticides and Insecticides Agriculture Implements various kinds of agricultural implements

Product
4 Fertilizers a Straight fertilizers
i ii iii Straight Nitrogenous fertilizers Straight Phosphatic fertilisers Straight Potassic Fertilisers

Complex fertilizers
NP/NPK different grades approved by GOI for example DAP 18 : 46 : 0 , 15 : 15 : 15

Product
4 Fertilizers c Mixture fertilizers
NP/NPK different grades approved by State Govt However the identical grades of complexes are not allowed.

Customized fertilizers
The essential nutrients for crops includes major, secondary and also micronutrients are considered based on soil test. Also considered the soil , crop and the set of environmental conditions

Product
5 Specialized Fertilizers
These are the liquid fertilizers of different grades

6 Biofertlisers
a Nitrogenous

Azotobactor

ii Rhizobium Culture iii Azosprillium iv Acetobactor Phosphatic Phosphate Solublizing Bacteria (PSB)

Channel for distribution of fertilizers

The following channel net work is being used for distribution / sale of fertilizers, pesticides and also seeds Cooperative Societies a) Apex cooperatives b) District level cooperative societies c) Taluka level cooperative societies d) Village level cooperative societies Agro service Centres
a) b) Financed by the state Govt.( private) Private Agro service centres

Channel for distribution of fertilizers Contd.

3 Private Dealers a Wholesalers b Retailers

4
5

Depots of the companies

Farmers service centre managed by some companies