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Customer segmentation on premium cattle feed

Customer segmentation on premium cattle feed

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CONSUMER SEGMENTATION OF CATTLE FEED IN RELATION TO PREMIUM, POPULAR AND CLASSIC PRODUCTS OF GODREJ AGROVET LTD IN ANDHRA PRADESH

(SOUTH INDIA) BY SURYA PRAKASH GOTHWAL Organizational Traineeship Segment PGDBM 2009-11 BATCH

Submitted To

Mumbai April-June, 2010

Surya Prakash Gothwal (0935)

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CENTRE FOR MANAGEMENT EDUCATION VAIKUNTH MEHTA NATIONAL INSTITUTE OF CO-OPERATIVE MANAGEMENT, PUNE-07

TABLE OF CONTENT
- PREFACE - ACKNOWLEDGEMENT - EXECUTIVE SUMMARY

CHAPTER -1 INTRODUCTION TO THE SUBJECT
1.1 THEORETICAL FOUNDATION 1.1.1 History of Indian Feed Industry 1.1.2 Introduction to Feed Industry 1.1.3 The live Stock Industry of India 1.1.4 Ingredients in Animal Feed 1.1.5 Uses of Compounded Feed 1.1.6 Future of Indian Feed Industry
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CHAPTER – 2 INTRODUCTIONS TO THE ORGANIZATION
2.1 OVERVIEW OF INDUSTRY 2.1.1 History 2.1.2 Landmark 2.1.3 Godrej Mission 2.1.4 Godrej Values 2.2 PROFILE OF ORGANIZATION 2.3 PRODUCT RAGE OF THE COMPANY

CHAPTER-3 OBJECTIVES OF THE STUDY & RESEARCH METHODOLOGY
3.1 OBJECTIVES OF THE STUDY 3.2 SCOPE OF THE STUDY 3.3 RESEARCH METHODOLOGY 3.3.1 Sources of Data 3.3.2 Methodology & Presentation of Data 3.3.3 Tools & Techniques used for analysis 3.3.4 Analysis of Data 3.4 LIMITATIONS OF THE STUDY CHAPTER-4 DATA PRESENTATION, ANALYSIS & INTERPRETATION CHAPTER-5 FINDINGS & RECOMMENDATIONS
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5.1 QUESTIONNAIRE 5.2 BIBLOGRAPHY

PREFACE
This project report is the result of six weeks training at Godrej Agrovet Ltd. Summer training is an integral part of “Master in Business management” course and it aims at providing a firsthand experience of industry to students. This practical experience helps the students to view the real Business World closely. I was really fortunate of getting an opportunity to pursue my Summer Training in reputed, well established, fast growing and professionally managed organization like Godrej Agrovet. My Project assigned, CUSTOMER SEGMENTATION OF CATTLE FEED IN
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ANDHRA PRADESH (SOUTH INDIA) Required a lot of extensive study, as I did a lot of study of feed industry at various Region of Andhra, I discussed some professors and students at Veterinary college of HYDERABAD. It gave me a great deal of exposure and practical experience.

ACKNOWLEDGEMENT This acknowledgement is not merely a catalogue of names but an expression of a deep sense of gratitude to all those who helped me in this project directly or indirectly. I owe a great deal to VAMNICOM for laying the building blocks of logic and pragmatism in my life. This report, in a way is a reflection of these values. The organizational traineeship segment (OTS) provided me with a unique opportunity of working with an organization. An individual cannot do project of this scale. I take this opportunity to express my acknowledgement and deep sense of gratitude to the individuals for rendering valuable assistance and gratitude to me. Their inputs have played a vital role in success of this project.

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I am grateful to Chandan Y. Birodkar, Sr. Executive-HR Godrej Agrovet Ltd. who provided me an opportunity to undertake a project, which enabled me to interact with dealers, customers of company to have better understanding, practical exposure of industry. I express my sincere thanks to my project guide Dr. Sanjay Toke, DGM- Product Management (Animal Feed) Godrej Agrovet Ltd , for his generous support, constant direction and mentoring at all stages of training. I am really grateful to Mukul Bhartiya NCM- Aditya Birla Retail Ltd. (Faculty Guide) for his guidance in making final report. I am also indebted to Dr. A.Y. Rajendra at Banglore who was a real source of help and assistance to me during the course of project. I am also thankful to Mr. M.V. Anand Manager-Sales at Andhra Pradesh who helped me in finding the markets for Godrej feed. I am grateful to Dr. Kondal Reddy- LPT Department, Dr. Nalini Kumari, Associate Professor Naga Laxmi- Nutrition Department at Veterinary College in Hyderabad who give me some guidelines about cattle feed composition, various brand of cattle feed available in Hyderabad. I am also thankful to Mr. Sudhakar (Bangalore), Mr. Rajesh (Nizamabad-AP), Mr. Nagabhusanam (Adhilabad-AP) who helped me in collecting information for my project.s I take this opportunity to thank all Farmers, Dealers, milk collection customers who spared their precious time to provide me with valuable inputs for project without which it would have not been possible.
Last but not the least; I would also like to thank my family and friends especially Suka Dev and Rajesh for their continuous support.

I firmly believe that there is always a scope of improvement. I welcome any suggestions for Further enriching the quality of this report.

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Surya Prakash Gothwal

EXECUTIVE SUMMARY
The object of this management training of marketing imparted is to provide us an insight into the methods, both culture and the ground realities of an industry. I undertook my training at the Godrej Agrovet Ltd. from 5th April, 2010 up to 22th May, 2010 for a period of 67 weeks. I was allotted the duty to survey rural area in order to know farmers behavior towards different feed brands. And I went to Dealer’s shop, Distributers and milk collection centers for the collection of information required for the analysis of the given work. This report is the
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reflection of what I have assimilated during the training period at Godrej Agrovet. I have studied about all the marketing aspects and all other expenses of the company. The first few pages talk about the introduction of the subject and also of the organization. This is followed by literature review followed by the objectives of the study and research methodology. The last part consists of findings, Recommendations, and bibliography. The objectives of the study which I undertook in Godrej Agrovet Ltd. were to know the market value of Godrej feed and its competitors. One of my objectives was to study the buying behavior of farmers like before purchase behavior and after purchase behavior, for this I have made structure questionnaire and interpretation for the same has been done and also in order to make it more effective I have used tables, pie charts, and bar charts. Another objective of my study was to study the actual results given by different feeds by having a comparison study of quantity of milk given by cattle’s, for this I have made structure questionnaire and interpretation for the same has been done and also in order to make it more effective I have used tables and bar charts. Another objective was to study the perception of dairy farmer that how they perceive different feed brands when they look of at price and other services, for obtaining the information I went to various farmers personally and now I am able to know about views and their expectations. I found No. of cattle feed brands in the market which are giving competition to Agrovet’s products. I also found that there are some complaints about Godrej feed by the consumer and same has to be looked upon. I also found that consumer has a good perception toward Local feed and some other brands than Godrej and it is fulfilling their expectations. As from my all study, I have concluded that Godrej feed has not capture as such market as in other cities or states. Instead of Godrej has got first place in Indian feed industry, but in the area a very few people are aware about Godrej feed. According to me from various reasons, the biggest reason of non-awareness about the product is less manpower for marketing and less advertisement of the product. Other brands that is more preferable than Godrej due to good supply chain, good advertisement strategies used by them. According to me Godrej should spend a lot of money in order to create a good brand
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image and awareness of the product to consumer. Godrej can also think about some good marketing strategies that can implement in the rural area. As we come to know that some farmers who have visited to Godrej Agrovet are very impressed by services and various features provided to farmers. I think the best place for Godrej Agrovet in Chittoor should be in Palamner area which is 30 Km. far from Chittoor instead of in Chittoor area. People are expecting more good results from Godrej feed. Overall I found there is no doubt with the quality of Godrej feed users except some bad stock and looking for a good and loyal relation with the company. It has been in some cases that agents are not fully satisfied with whatever gets from the company, in monetary terms or in any other forms of non financial incentives. More emphasis is being given to the production side in the company rather than to marketing side though marketing and sales activities are responsible for earning revenue for the company. Less emphasis is being given on marketing research, which provides the company with the information regarding the market & its dynamics. Product promotion is an area which required to be geared up. The study revealed that marketing is the area which seems to be neglected because the company products were in great demand. However the Scenario is changing, which makes it necessary for the company to establish a full-fledged marketing department. The company should change its stance from production oriented to marketing oriented. Hence the company may concentrate on direct sales marketing through personal selling or marketing representative follow up with industrial consumers. The company should develop a marketing information system, at present through its depot managers and existing agents further with the help of personal selling staff. The company is advised to formulate a promotion mix keeping in mind a changing scenario of market. To begin with, the company may advertise the product and the company brand in industrial journals like “Indian Feed” & in future introduce sales promotion through additional agents and personal selling staff which would constitute a proper mix. I hope that my experience at Godrej will not only help me in my future in marketing field but also in my current studies.

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CHAPTER-1 INTRODUCTION TO SUBJECT

I.I THEROTICAL FOUNDATION 1.1.1 HISTORY OF INDIAN FEED INDUSTRY

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The Indian feed industry is about 35 years old. It is mainly restricted to dairy and poultry feed manufacturing; the beef and pork industry is almost non-existent in our country. The quality standards of Indian feeds are high and up to international levels. Raw materials for feed are adequately available in India. The industry's production is about 3.0 million tonnes, which represents only 5 percent of the total potential, and feed exports are not very high. The feed industry has modern computerized plants and the latest equipment for analytical procedures and least-cost ration formulation, and it employs the latest manufacturing technology. In India, most research work on animal feeds is practical and focuses on the use of by-products, the upgrading of ingredients and the enhancing of productivity. The country has entered into a period of liberalization and this is bound to influence the Livestock industry. The per capita consumption of milk, eggs and broiler meat will grow. The Indian feed industry is undergoing a very exciting phase of growth for the next decade.

1.1.2 INTRODUCTION TO FEED INDUSTRY
Feed manufacturing on a commercial and scientific basis started around 1965 with the setting up of medium-sized feed plants in northern and western India. Feed was produced mainly to cater to the needs of dairy cattle. The poultry sector was not developed at that time and was restricted to backyard production, with the desi kept mainly for the production of eggs. Today, the Indian feed industry is worth approximately Rs 45 billion that is about US$1 billion.

1.1.3 THE LIVESTOCK INDUSTRY OF INDIA
India's animal wealth is quite large in terms of its populations of cattle, poultry, sheep and goats, camels, horses and pets. Recently, aquaculture has also been growing in importance in India.

Dairy cattle
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Worldwide, India is number one in milk production, at 78.0 million tons per annum, and the dairy industry is spread across the whole country. India has one of the largest populations of cattle and buffalo in the world. In a total of 288 million head, there are 10 million crossbred cows, 15 million good milk cows of local varieties and 36 million buffaloes of good milk Varieties. The remainder of the cattle population is of a non-descript variety and a sizeable proportion consists of bullocks. Farms are located on the outskirts of cities and within cities. Almost all villages have a number of cattle, but there are only a few organized dairy farms. In India, dairy is not so much an industry as a smallholder farming activity. Growth in the milk sector has occurred mainly through cooperative efforts. Cooperatives started by supplying milk collection centre, where milk was collected from villagers in quantities as small as 1 liter, and gradually started to provide other services to farmers, including education, artificial insemination, veterinary health support and feeding. The small farmers became prosperous, loan facilities were made available through banks, and member farmers started to share the profits from cooperatives. Cooperatives also set up their own modern computerized feed plants. They have modern milk processing plants from which they produce and market pasteurized milk, butter, butter oil, chocolate, icecream and milk sweets, Which are very popular with Indian consumers? Today, the feed production from cooperatives is about 0.6 million tons per year. The National Dairy Development Board (NDDB), which has excellent facilities for research on breeding, nutrition and health care, has played a pivotal role in setting up cooperatives. Without NDDB and several of the existing dairy cooperatives, the milk sector in India would have suffered. The dairy industry in India is expected to grow, but growth will be restricted to individual small farmers. It is unlikely that India will see the advent of large, organized dairy farming in the near future.

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1.1.4 INGREDIENTS IN ANIMAL FEEDS
India is currently self-sufficient in livestock feeds and does not depend on imports. Instead, the country exports large quantities of solvent extracted meals, which are a major source of foreign exchange earnings. Cereals and grains Maize, sorghum and bajra (a type of millet) are commonly used in animal feeds. Wheat and rice are mainly retained for human consumption. In cattle feed, in addition to these meals, others such as cotton seed, Groundnut seed and copra are used as premium ingredients.

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TABLE-1

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Share of Agriculture and Livestock Sector in GDP (At current prices in Rs. Crore) GDP (Agriculture) Year 2000-01 2001-02 2002-03 2003-04 2004-05 2005-06 2006-07 2007-08 GDP (Total) 1,925,017 2,097,726 2,261,415 2,538,171 2,877,706 3,275,670 3,790,063 4,320,892 Rs. 408,932 442,464 425,521 483,030 501,415 557,118 634,519 718,278 % Share 21.24 21.09 18.82 19.03 17.42 17.01 16.74 16.62 GDP (Livestock Sector) Rs. 104,745 109,254 114,872 118,316 136,108 143,208 165,407 189,990 % Share 5.44 5.21 5.08 4.66 4.73 4.37 4.36 4.40

Source : National Accounts Statistics-2008; Central Statistical Organisation;GOI

TABLE-2

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Livestock Population in India by Species (In Million Numbers) Species Cattle Adult Female Cattle Buffalo Adult Female Buffalo Total Bovines Sheep Goat Horses and Ponies Camels Pigs Mules Donkeys Total Livestock 1951 1956 1961 1966 1972 1977 1982 1987 1992 1997 2003 155.3 158.7 175.6 176.2 178.3 180.0 192.5 199.7 204.6 198.9 185.2 54.4 43.4 21.0 47.3 44.9 21.7 51.0 51.2 24.3 51.8 53.0 25.4 53.4 57.4 28.6 54.6 62.0 31.3 59.2 69.8 32.5 62.1 76.0 39.1 64.4 84.2 43.8 64.4 89.9 46.8 64.5 97.9 51.0

198.7 203.6 226.8 229.2 235.7 242.0 262.2 275.7 288.8 288.8 283.1 39.1 47.2 1.5 0.6 4.4 0.1 1.3 39.3 55.4 1.5 0.8 4.9 0.0 1.1 40.2 60.9 1.3 0.9 5.2 0.1 1.1 42.4 64.6 1.1 1.0 5.0 0.1 1.1 40.0 67.5 0.9 1.1 6.9 0.1 1.0 41.0 75.6 0.9 1.1 7.6 0.1 1.0 48.8 45.7 50.8 57.5 61.5

95.3 110.2 115.3 122.7 124.4 0.9 1.1 10.1 0.1 1.0 0.8 1.0 10.6 0.2 1.0 0.8 1.0 12.8 0.2 1.0 0.8 0.9 13.3 0.2 0.9 0.8 0.6 13.5 0.2 0.7

292.9 306.6 336.5 344.5 353.2 369.4 419.6 445.2 470.9 485.4 485.0

TABLE-3 Estimates of Milk Production – State wise ( tones)
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State All India Andhra Pradesh Bihar ** Gujrat Haryana Karnataka Kerala Madhya Pradesh Maharashtra Punjab Rajasthan Tamil Nadu Uttar Pradesh West Bengal

01-02 84406 5814 2664 5862 4978 4797 2718 5283 6094 7932 7758 4988 14648 3515

02-03 86159 6584 2869 6089 5124 4539 2419 5343 6238 8173 7789 4622 15288 3600

03-04 88082 6959 3180 6421 5221 3857 2111 5388 6379 8391 8054 4752 15943 3686

04-05 92484 7257 4743 6745 5222 3917 2025 5506 6567 8554 8310 4784 16512 3790

05-06 97066 7624 5060 6960 5299 4022 2063 6283 6769 8909 8713 5474 17356 3891

06-07 100869 7939 5450 7533 5367 4124 2119 6375 6978 9168 9375 5560 18095 3982

07-08 104840 8925 5783 7911 5442 4244 2253 6572 7210 9282 9536 5586 18861 4087

08-09 108463 9570 5934 8386 5745 4538 2441 6855 7455 9387 9491 5673 19537 4176

TABLE-4

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Milk Production in India
Year 2001-02 2002-03 2003-04 2004-05 2005-06 2006-07 2007-08 2008-2009 Production (Million Tonnes) 84.4 86.2 88.1 92.5 97.1 100.9 104.8 108.5 Per Capita Availibilty (gms/day) 225 230 231 233 241 246 252 258

Source: Department of Animal Husbandry, Dairying & Fisheries, Ministry of Agriculture, GoI

1.1.5 USES OF COMPOUNDED FEED
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In India, the term "compound feed" refers to feed that is nutritionally balanced and has been manufactured using the facilities of an analytical laboratory and under the supervision of nutritionists. There are also a large number of small-scale feed mixers who produce feed for local consumption. Such feed is termed "self-mixed feed" or "home-mixed feed". Cattle feed Cattle feeding practices are very traditional. Farmers choose their own ingredients and prepare their own formulations, believing that by these means they are able to pay more individual attention to their cattle. The productivity of the cattle is limited because of their poor genetic make-up, so high-quality compound feed (industry feed) may not necessarily generate a significant improvement in productivity and this has hampered growth of the cattle feed industry because most farmers are reluctant to use compound feed fully. Instead they compromise by using such feed in proportions of 5 to 60 percent, making up the balance with their own formulations. It is only in the case of highly productive animals that compound feed has been able to show its real potential and the importance of technology has been demonstrated. The share of compound cattle feed manufactured by the industry, in relation to the overall potential, is low for the following reasons:  The cattle population is fragmented and spread over large parts of the country. Farmers' low level of education and strong traditional beliefs mean that there is generally little awareness of compound cattle feed. More than 50 percent of the country's total milk production comes from a very large number of low-yielding cows and buffaloes. A further 25 percent of milk production comes from buffaloes and only the remaining 25 percent of the total is produced by crossbred and improved cows.

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Industrially manufactured compound cattle feed has proved its value for crossbred cows and buffaloes but not for low-yielding cattle because of their genetic limitations. Home-mixed feed is very frequently used for buffaloes and low-yielding cattle.

1.1.7 SCOPE OF INDIAN FEED INDUSTRY
The Indian economy is growing at the rate of 6 to 8 percent per annum. The livestock industry in India is the second largest contributor to gross domestic product (GDP), after agriculture, and accounts for 9 percent of the total. Consumption is likely to increase as follows: per capita milk from 240 to 450 g per year; per capita eggs from 40 to 100 per year; and per capita broiler meat from 1000 to 2000 g per year. A major change is occurring in India on the economic front. The country has adopted a model that lays midway between liberal and public sector production, but growth has been affected by the poor performance of most of the public sector units, rising government costs and fiscal deficit, and the economy has suffered. A process of liberalization was set in motion by the government and has been implemented for the last eight to ten years. This has caused India to open up and invite investment from multinationals, liberalize imports, reduce government expenditure and remove public sector businesses. It also means that the days of nationalization, unnecessary government controls and restrictions will soon be over thanks to progress in the country's economy. India has entered into an agreement with its trade partners under the World Trade Organization (WTO). The changes brought about by the liberalization process will be slow but certain. The government is opening up imports in a phased manner, and it is expected that this process will be completed by April 2003. In the meantime, about 930 items, including agricultural products, will be open for import under open general license from April 2001, making it possible to import dressed chicken, milk and milk products. Various livestock industry associations have taken issue with such imports in an attempt to protect their members. If the livestock industry is affected, the feed industry will also be affected.

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The Government of India has raised the tariff on all poultry and poultry products from 35 percent to the WTO boundary level of 100 percent. It therefore appears that there will be a level playing field. In view of the expected rise in per capita consumption of chicken meat, eggs and milk, livestock production and productivity will grow. The dairy industry, which is cooperative based, is growing with the increased capacities of milk processing units. The population of crossbred cattle and buffaloes is also growing. Milk is very popular in India. The next decade will see significant changes in restructuring, mergers, acquisitions, amalgamations, joint ventures, diversification, integration and efficient service chains, ecommerce and use of the latest information technology in global tenders, trading, export/import and other commercial activities. At the root of all these developments will be the scientific development of feed manufacturing technology. The Indian feed industry will increasingly use biotechnology, more scientific formulations, new molecules and natural and herbal products to improve animal productivity. Indian agriculture will also use biotechnology and genetically modified organisms (GMOs) to support the feed industry, which is entering a very exciting phase of growth for the next decade.

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CHAPTER-2 INTRODUCTION TO ORGANIZATION

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2.1 OVERVIEW OF THE INDUSTRY 2.1.1 History
The Company celebrated its centenary in 1997. In 1897 a young man named Ardeshir Godrej gave up law and turned to lock making. Ardeshir went on to make safes and security equipment of the highest order, and then stunned the world by creating toilet soap from vegetable oil. His brother Pirojsha Godrej carried Ardeshir's dream forward, leading Godrej towards becoming a vibrant, multi-business enterprise. Pirojsha laid the foundation for the sprawling industrial garden township (ISO 14001-certified) now called Pirojshanagar in the suburbs of Mumbai. Godrej touches the lives of millions of Indians every day. To them, it is a symbol of enduring ideals in a changing world. Time and again, with the launch of every new product, Ardeshir Godrej changed perceptions in the Industry by adding exciting new dimensions. Be it the manufacture of the finest range of security equipment or soap from vegetable oils, the world was thrilled and stunned too. His dream had become a huge movement, which was carried forward by another just as capable Godrej. The man, who did so, was Ardeshir Godrej's own brother Pirojsha Godrej. He laid the foundation of the Godrej Empire. 2.1.2 LANDMARK Incorporation

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Established in 1897, the Company was incorporated with limited liability on March 3, 1932, under the Indian Companies Act, 1913. The Beginning The beginning of the Godrej Group can be traced to India's freedom struggle. Its founder, Ardershir Godrej, a lawyer by profession and a staunch nationalist, believed that India could attain freedom only by being self-reliant. In doing so, India would overcome economic degradation.

The Godrej Name The Godrej Name displaced well-established foreign brands from the Indian market. The name 'Godrej' engraved into the shiny metal of the Godrej Locks came to be known as a symbol of self-reliance, trust-worthiness, assertiveness and progressiveness for a new generation of Indians.  1971 Started as Animal Feeds division of Godrej Industries Ltd.  1984 Diversified into Agricultural Inputs  1992 Godrej Agrovet born as a separate corporate entity expanded into Chemical Pesticides.  1993 Acquired Unicorn Biotech a Tissue Culture business.  1995 Foray into branded chicken- Real Good Chicken.

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 1997 Acquired Oil Palm Plantation business of Godrej Industries Ltd.  1999 Acquired India Poultry Farm breeding and hatchery business to Become an integrated player.  2001 Acquired Hindustan Unilever Feed business - GOLDMOHUR FOODS & FEEDS LTD. (Now a 100% subsidiary of Godrej Agrovet Limited)

2.1.3 GODREJ MISSION
 Our Mission is to operate in existing and new businesses, which capitalize on the Godrej brand and our corporate image of reliability and integrity. Our objective is to delight our customer both in India and abroad.  We shall achieve this objective through continuous improvement in quality, cost and customer service. We shall strive for excellence by nurturing, developing and empowering our employees and suppliers.  We shall encourage an open atmosphere, conducive to learning and teamwork.

2.1.4 GODREJ VALUES
Commitment to Quality
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Customer Orientation Dedication & Commitment Discipline Honesty & Integrity Openness & Transparency Respect/Care & Concern for People Trust

2.2 PROFILE OF THE COMPANY
Godrej Agrovet was formerly a division of Godrej Soaps Limited. It was set up as a separate company with focus on the Agri-sector. Over the years, the company has developed and nurtured a close relationship with farmers. Providing them with innovative Products as well as educating them on world-class farming practices. Together with its subsidiaries Goldmohur Foods and Feeds Limited and Golden Feed Products Limited , Godrej Agrovet has revenues close to Rs 1000 Crores (US $ 250 million -FY 2007). The activities of the company are vast: Compound Animal feeds, Agricultural Inputs, Integrated Poultry Business, Oil Palm Plantations, Plant Biotech, Retailing of Fresh Farm Produce in urban areas, and rural retailing of a wide range of products including Agricultural inputs. Godrej Agrovet acquired Goldmohur Foods and Feeds Limited from Hindustan Lever, a Unilever subsidiary in India, in 2001.Goldmohur Foods and Feeds Limited enjoys strong brand

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equity due to its poultry and cattle feed brands. Goldmohur Foods and Feeds Limited have a state-of-the-art R&D centre in Bangalore named 'ANIC' (Animal Nutrition Innovation Centre). This centre is devoted to development of innovative animal feed products. Today, Godrej Agrovet together with its subsidiaries has manufacturing facilities spread over 40 strategic locations and a network of over 10,000 distributors, dealers and C&F agents. In its journey of growth, Godrej Agrovet has set new standards of corporate performance, reliably delivering quality products and services to all its customers at competitive prices. GLOBAL FORAYS: Having successfully grown to be the leader in many segments, Godrej Agrovet feels confident to take on global competition and has started making its presence felt in the international arena too. A joint venture with ACI Group of Bangladesh for poultry and feed operations in Bangladesh, and acquisition of controlling stake in Al-Rahaba, which runs broiler farms in UAE exemplify this confidence.

Board of Directors  Nadir B. Godrej Chairman  Jamshyd N. Godrej  Ardeshir B. Godrej  Balram Singh Yadav Executive Director & President  Dr. Sudheer L. Anaokar  Vijay M. Crishna  Tanya A. Dubash  Kavas N. Petigara  Amit B. Choudhury- additional Director
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 Nisaba A. Godrej

Strategic Tie-Ups: Strategic tie-ups and acquisitions have been a way of life at Godrej Agrovet Limited. Meaningful alliances and useful acquisitions have been providing impetus to its growth. The acquisition of business has been in different segments ranging from Goldmohur Foods and Feeds (Animal Feed), to India Poultry Farm (Poultry), Krithika (Oil Palm Plantations), and Higashimaru (Marketing of Shrimp Feed). Strategic investments have been made in business, which have a strategic fit and which complement our business e.g. Creamline (Diary), Polchem (Bio-technology).

2.5 PRODUCT RANGE OF THE GODREJ AGROVET
ANIMAL FEED DIVISION Godrej Agrovet has a rich experience of over 3 decades in the business of Animal Feeds. Starting from humble beginnings of a single feed mill in Mumbai, it has grown into the largest producer of commercial Animal Feed in India, with a strong presence in Dairy Feed, Aqua Feed and Poultry Feed sectors. Its production facilities are spread over 40 locations across the country. Despite the vast geographical and cultural diversity of India, Godrej Agrovet has managed to develop quality feeds appreciated by farmers across the country. This can only be
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attributed to its strong grass root level understanding of India. Godrej Agrovet's success in the livestock sector is based on a single guiding principle what’s good for the consumer is good for the business. A great example of this philosophy in action is Manthan - a highly creative and effective demand creation model that guides and provides customized solutions to help cattle farmers increase milk output and also market the end produce. Such successful initiatives have not only benefited the farmers, but have also made Godrej Agrovet the leader in this business. Key Highlights ➢ No. 1 in cattle feed ➢ 1st to market poultry feed in crumb form ➢ 1st to market poultry feed in pellet form ➢ No. 1 in commercial broiler feed ➢ State-of-the-art R&D centre 'ANIC' ➢ Strong brand equity for poultry feed brands

Segmenting Rural Markets:For the purpose of targeting decisions, rural markets can be segmented multiple dimensions such as geographic ( north, west, south, east), demography ( age, gender, occupation, and so users status), psychographic ( social class, life style) and behavioral (Benefit sought, usage occasions, user status). One useful segmentation scheme for rural areas is the socioeconomic classified (SEC) using the occupation of the chief wage earner and the type of

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house that they live. This characteristic of these four classes have been described by Kashyap and Raut as follows:SEC R1 Landlord farmers, educated, exposed to urban environment, their child studying in nearby town; exhibit lifestyle closer to urban areas, adopted modern technology; owns consumer-durable products such as tractor, refrigerator, and two-wheeler. SEC R2 Rich farmer, with about 5 acres of land; may not be educated, but want their children to be educated; aspires to have high social status; own some of the consumer-durable products like television, tractor and two-wheeler. SEC R3 Landholding size between 2 and 5 acres; children studying in village school; conservative in technology adoption; own some consumer-durable products. SEC R4 Agricultural labor has a low income; subsidized food grain and other products distributed through the public-distribution system. SEC classification developed for rural areas is useful to classify the consumer and to specify the target segment. Another useful method of segmentation of 459 districts in India based on 42 socioeconomics indicators using various data sources. MICA rural rating are based on linear combination of six variables, namely, the total number of cultivators, total cropped area, total irrigated area, fertilizer consumption, bank credit, and value of agricultural output. Based on a detailed analysis of data, the index classifies districts based on development index point. This approach provides a useful basis for marketers to analyze and choose geographical market to focus on.

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CHAPTER-3 OBJECTIVES OF THE STUDY & RESEARCH METHODOLOGY

3.1 OBJECTIVES
➢ To know the market value of Godrej feed and its competitors.
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➢ To study the buying behavior of dairy farmers like before purchase behavior and after purchase behavior. ➢ To study the actual results given by different feeds by having a comparison study of quantity of milk given by cattle’s.

3.2 SCOPE OF THE STUDY
The scope of study was not limited up to one FEED Industry but it also covers the survey of the sample that represents the whole population. It is done in order to know the customers awareness of feed Industry.

3.3 RESEARCH METHODOLGY 3.3.1 SOURCES OF DATA
Primary data collection➢ ➢ ➢ Farmers Dealers/ Distributers Milk Collection Centers

ii) Secondary data:➢ AP Dairy Development Cooperative Federation ➢ College of Veterinary Hyderabad ➢ Veterinary Journals ➢ Govt. Publications ➢ Magazines ➢ Websites

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3.3.2 SAMPLING AREA
Sample is taken from 9 Districts of ANDHRA PRADESH. • • • • • • • • • Chittoor Nellor Ongole (Prakasham) Vijayawada Krishna District West Godavari Hyderabad Nizamabad Adhilabad

3.3.3 SAMPLE PLAN
 SAMPLE SIZE: A sample of minimum respondents will be selected from various areas of ANDHRA PRADESH. An effort has been made to select respondents evenly. The survey is carried out 171 Samples. Farmers- 107 Dealers/Distributers- 42 Milk Collection Centers- 22  SAMPLING UNIT: - It indicates who is to be surveyed. The researcher must define the target population that will be sampled. In this project sampling unit is all the farmers, dairy farmers, feed buyers, etc of Andhra Pradesh.

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 SAMPLING TECHNIQUE: For the purpose of research random sampling is being used. Randomly I catch the different people from different areas of different districts of ANDHRA PRADESH. It was difficult to get questionnaire filled by a farmer so I asked them indirectly without a questionnaire and later filled that. The entire respondents are chosen randomly.

3.3.4 METHODOLOGY & PRESENTATION OF DATA
The data so collected is than coded in the Excel tables to make the things presentable in more effective. Diagrams and Bar charts, Pie charts which helps me out in easy and effective presentation and hence results are being obtained.

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3.4 LIMITATIONS OF STUDY
Carrying the survey was a general learning experience for me but i also faced some problems, which are listed here: ➢ First 5-6 days I faced Language problem because in the villages farmers use typical Telugu. ➢ It was difficult to get questionnaire filled by a farmer so I asked them indirectly without a questionnaire and later filled that. ➢ The market of Godrej Agrovet is too vast and it is not possible to cover each and every dealer/Distributers, and Milk collection centers in the available short span of time. ➢ Generally the respondents were busy in their work and were not interested in responding rightly. ➢ Respondents were reluctant to discover complete and correct information about themselves and their organization. ➢ Most respondents were not maintaining proper records of their feed consumption, so they were unable to provide exact information.

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➢ Most of the respondents don’t want to disclose the information about the various other companies’s from whom they buy feed. ➢ Most of the respondents were using the feed of more than one company and they were not able to properly differentiate among their product. ➢ Due to human behavior information may be biased.

CHAPTER-4 DATA ANALYSIS & INTERPRETATIONS

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4.1 ANALYSIS AND INTERPRETATION OF SURVEY (FARMER) 4.1.1 Farmer Distribution Based on Age wise:Category(Age) 20-30 30-40 40-50 More than 50 yrs No. of Respondent 9 36 32 27

➢ During the survey I analyzed Most of the Farmers were in the age of 30-50 yrs which is 65% of the total farmers. The reason for that because in 30-50 yrs of farmers were giving good response for my survey. Above 50yrs were not showing the interest.

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4.1.2 Cattle Head Distribution

➢ From my analysis 28% cow of total cattle were in Chittoor area only where I hardly found 5-6 buffaloes, and rest other districts I found mix combination of cattle but as farmers think buffaloes give more milk than to cow so they buy more buffaloes compare to cow.

4.1.3 Distribution of farmers based on Their Livelihood sources:-

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➢ Above Bar graph shows 64% farmers were Agri-Dairy farmers and only 5% farmers were depend on only Dairy 27%Farmers depend on Agriculture but they earns from cattle’s milk as side business. Only 4% farmers were having poultry, horti-orchards.

4.1.4 Types of cattle Feed (Pellets/mash) using by Farmers

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➢ Most of the farmers are using cattle feed in the range of 10-20 Rs/kg. Some small and poor farmers who do not believe in concentrate feed uses small quantity and lesser price of feed.

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4.1.5 Average Purchase of Compound (Pellets/ mash) Cattle Feed Bags /Month

➢ Most of the farmers uses only 2-3 bags of compound feed which is depend on no. of cattle feed. Generally they give 500-600grm to cow and 600-800 gram to buffalo per day. Some big dairy farmers are using 7-9 bags/month or more than 10 bags/month uses twice a day of cattle feed.

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4.1.6 Feeding Schedule for concentrate feed

➢ As bar graph shows most of the farmers use concentrate feed once a day because farmers think that more concentrate feed generate heat in cattle’s body. Those who use twice a
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day they expect more milk from cattle. And non user farmers are poor farmers and who don’t believe in concentrate feeding.

4.1.7 Overall Andhra Pradesh Cattle Feed Status

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➢ As pie chart showing that there are lots of cattle feed brands in the market. And capturing the whole market is not an easy task at present because various company brands are using their strategy for getting the market. The reasons for Godrej-agrovet feed down due to many farmers were tied up with big cooperative Dairies. And those cooperative providing cattle feed, veterinary services, loan facilities, helps in open the bank accounts. Mayuri Brand is famous among the farmers because of Tie up with the Dairies.

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4.1.8 Farmers Distribution based on age wise in Nizamabad and Adhilabad towards Godrej- Agrovet Feed

➢ Non user of the Godrej feed have some major reasons that keep away farmers from Godrej feed like feed is less soluble in water and high price of the feed than to others. Some of farmers were showing loyalty towards the other brand feed. Most of the users are 30-50 yrs. Age group.

4.2 ANALYSIS AND INTERPRETATION OF SURVEY (DEALERS) 4.2.1 Nature of Dealers:-

➢ Above 4.2.1 pie chart is showing that Most of the Dealers are exclusive in nature, which shows loyalty towards the company product and it also shows scope for new feed product which give high margin to the dealers.

4.2.2

Premium Cattle feed Price Range (Pellets/mash)
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➢ 91% dealers are selling feed in the range of 500-700 Rs. Generally MRP for Pellets/mash per bags are 430-540 Rs. Dealers does not buy high priced feed due to less margin

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4.2.3 Margin of the Dealers

➢ Most of the dealers are getting margin in the range of 60-80 Rs. Some of Dealers are getting 100 Rs or more than 100 Rs per bag. In Nizamabad and Adhilabad District Godrej dealers are getting 80-100 Rs. Which means farmers are getting feed with higher price which is not good for a company, and farmers are not getting any discount or promotional offer from company side?

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4.2.4 Distribution of Cattle Feed (Pellets/Mash) as District wise:-

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4.2.5

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4.2.6

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4.2.7

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4.2.8
➢ As above all bar charts 4.2.4 to 4.2.8 are showing the various position of cattle feed in district wise. ➢ Godrej cattle feed is not uniformly distributed in Andhra Pradesh, Godrej feed has high market penetration in Nizamabad and Adilabad than to other districts. ➢ IPL and SKM are uniformly distributed in Andhra Pradesh. ➢ Potential Market for Godrej feed are Ongole (Prakasham), Nellore, Vijayawada where most of the farmers are using only popular feed.

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➢ As some area of Andhra have good market demand for Godrej feed but due to lack of supply and less distribution channel farmers are not getting Godrej feed.

4.2.9 Farmer’s expectation from Dealers

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➢ Most of the Farmers are very particular about the feed quality and they expect from the dealers a quality feed which can increase the milk production.

4.2.10 Dealer’s Expectation from new product and company:-

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➢ Most of the Dealers expect a good quality feed product with good margin. As some of dealers are facing shortage of feed so they expect sufficient supply of the feed.

4.3 ANALYSIS AND INTERPRETATION OF SURVEY (MILK COLLECTION CENTERS) 4.3.1 No. of Subscribers at milk collection centers:-

➢ As most of the Milk collection centers have 40-60 no. of Farmers as subscribers. ➢ Milk collection man is getting average 160 liters milk per day. ➢ As milk collection man is getting 1-1.5 Rs margin from cooperative dairies. He gives the price 24-30 Rs per liter for milk to farmers on the basis of fat content.

4.3.2 Payment to Farmers:-

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➢ Most of the farmers are getting their payment biweekly. So they does not feel any shortage of money. If farmers don’t have any shortage of money they can easily buy the feed products.

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4.3.3 Whether milk collection centers are selling cattle feed or not?

➢ Most of the milk collection centers does not buy any cattle feed for the farmers. Because most of farmers buy cattle feed direct from market. But they are agree with some big company feed if they gets good margin and they can sell to farmers.

4.3.4 Promotational tools are using for competition with the other milk collection Center in the same village:-

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➢ Most of the milk collection men say they gives timely payment to the farmers. ➢ Some of them provide loan facility, veterinary services under cooperative milk dairy.

4.3.5 Milk collection center’s expectation from new feed product and company
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➢ Most of the milk collection centers expect good quality feed product and they expect good margin if they sell their feed product. ➢ 71% milk collection centers expect good quality with better margin of the feed.

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CHAPTER-5 FINDINGS & RECOMMENDATIONS

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Findings
• • • • • • Farmers look for specificity in feed. Ex.- customized feed for buffalo, cows etc A few Farmers are observed to highly loyal towards other brands like Nandi, SKM. I found 30-50 yrs age group farmers like Godrej feed because they are much experienced about the cattle feed. As most of the farmers are using 10-20 Rs range of cattle feed so that price should not be exceeded. As most of the farmers are using concentrate feed once in a day Godrej feed has got market share of 9% of total cattle feed consumption in Andhra Pradesh, the consumption pattern of Godrej Agrovet is not uniformly distributed in Andhra Pradesh. • • • Godrej feed has good market penetration in Nizamabad and Adhilabad Districts as compared to other districts. Dealers are the major source of information and purchasing force behind the Farmers. Some of Farmers are tied up with the milk Cooperative centers (Dairy) and the dairy are providing to farmers cattle feed @ 10-15 Rs/kg which is available 18-22 Rs/kg in the market. • • • Dealers are stocking the premium cattle feed in the price range of 500-600 Rs 41% of the total milk collection centers are having 40-60 no. of farmers as subscribers. The farmers are not facing any shortage of money because they are getting payment biweekly at milk collection centers.

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In Chittoor 4 km far from Palamaner in a Samudrapalli village there is a ISARAEL based dairy project going to open. It’s a very big project in Chittoor which is 700 crore rupees’ project.

• • •

As Godrej dealers are getting margin of 80-100 Rs per bag which is higher than to other brand feed due to this farmers are getting feed at higher prices. There is a shortage of feed in most of the areas due to lesser availability of outlets. Virgin market for Premium cattle feed since they are using traditional cattle feed like Ground nut oil cake, Cotton oil cake, Rice bran, Wheat bran, Dalwaste.

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Promotional activities should be carried out throughout the year in one form or the other to attract the customers. Varieties and Range of the products should be increased so that company can capture the age group of 20-35 yrs. Farmers. Awareness programs and other extension activities should be organized by Godrej Agrovet Ltd regarding the Scientific methods of farming, Health, Hygiene etc along with providing complete Agri-solution to the Farmers. Potential Market for Godrej Agrovet Feed in the Andhra Pradesh are Nellore , Ongole (Prakasham), West Godavari. As quality of the Godrej feed is good but the price of the feed is higher than others. As some Farmers are loyal towards to some brands so that it’s better to focus on 30-50 yrs age group segment in order to get higher volume of sale so that they will initiate to other farmers. As some farmers were complaining about feed solubility in water, for this company should take some steps to avoid such type of problems. Company should offer some discount offers and discount cards. Company can tie up with the big cooperative dairies like Thirumalla, Vijaya dairy. Gap between supply and demand should be rectifying.

Recommendations

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5.2 QUESTIONNAIRES FARMER’S QUESTIONNAIRE 1. LOCATION IDENTIFICATION: Investigator:................................................................, Date.................................., State:.................................................., District:....................................................., Mandal/taluka/tehsil..........................................................................................., Village:.................................................................................., Code*:.................., Name of the farmer:............................................................................................., Address:.............................................................................................................., 2. What is your main source of livelihood ? (a) agriculture (b) farm dairy (c) both (d) other....................

3.LIVESTOCK RESOURCES DETAILS Name of Livestock Buffalo Cow No. Of units Value of unit(Rs) Total value(Rs) Milk production /day Selling milk (quantity) Selling price

4.EARNING SOURCES:
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Product Milk Ghee Curd Others

Buffalo

Cow

Total Production

Total earnings

5.CATTLE FEED DETAILS: Feed material Green fodder Oil cakes Others Quantity/day/unit milking Non-milking Price/bag Brand name/company

Type of cattle feed using by farmer a. Type 1 (>20 Rs) b. Type 2 (10-20 Rs) c. Type 3 (<10 Rs)

Total Expense on Concentrate= Rs. ................................................................ ( Raw material Rs. Pellet/Mash Rs. ) Total Expense on Roughages= Rs...................................................................... (Greens Rs. Dry Rs.)

6.Farm Spent:
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a. Feed (roughage + Concentrates): Rs b. Electricity c. Labour d. Medicine/Veterinary doctor consultation: Rs e. Purchase of animals f. Other 7.What is the schedule for feeding of concentrate feed? (a) once a day (b) twice a day

8. Why do you prefer these cattle feed (rank factor in the scale 1-5) 1 – Highest rank, 5 – Lowest rank. S.no 1 2 3 4 Factors Enhance milk productivity Easily available Health Saves cost Rank

9. From whom you took advice in purchasing cattle feed? a) Neighbour/ farmer’s friends b) Shop keeper/ Dealer c) Own decision d) Extension officer e) Others 10. Farmer’s feed Back regarding new cattle feed (company’s product) a. will try b. will not try c. Neutral

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DEALER’S QUESTIONNAIRE
LOCATION IDENTIFICATION: Investigator:................................................................, Date.................................., State:.................................................., District:....................................................., Mandal/taluka/tehsil..........................................................................................., Village:.................................................................................., Code*:.................., Name of the Dealer:............................................................................................., Addresss:.............................................................................................................., (1) Type of Dealer? a. Exclusive b. Non exclusive (2) Average sale per month of cattle feed company wise? S.no Company name Average quantity (kgs) per bag Price /bag Avg. Sale per Margin(per bag) month (no. Of bags)

1 2 3 4 5 6

(3) Mention the different type of cattle feed sold by you price per kg and quantity?

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S.no 1 2 3 4

Name of cattle feed

Name of The Brand

Target cattle

Price/bag

margin (per bag)Dealer/Distribution

(4) For which cattle feed is mostly sold? (a) cow (b)buffalo (c)cow & buffalo (d) other

(5) What is expectation of farmers buying Popular products (other than Premium) a. Particular about Feed Quality b. Very Particular/Less particular/ do not care/ any other c. Particular about Price d. Particular about results (milk production improvement) (6) Which Brand products are preferred by farmers while purchasing? a...................................... b..................................... c...................................... (7) Difference between local, branded and cooperative cattle feed? Rank the criteria on scale of 1-5. (1-highest rank, 5- lowest rank) S.no 1 2 3 Reasons Profit margins Farmer’s satisfaction Avoiding farmer’s complaint Branded Local Cooperative

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(8) What is your expectation from product and company? Rank the criteria On scale of 1-5. (1-highest rank, 5- lowest rank) S. no 1 2 3 4 Reason Regular availability Profit margin Innovative product Consistent quality Rank

(9) Which inputs company should give to improve sales: 1. Superior quality

2. Competitive pricing 3. Better margin

MILK COLLECTION CENTER’S QUESTIONNAIRE LOCATION IDENTIFICATION: Investigator:...................................................................................,Date.................................., State:........................................................................District:....................................................., Mandal/taluka/tehsil..........................................................................................., Village:...........................................................................................Code*:.................., Name of the milk collection centre:......................................................................., Addresss:.............................................................................................................., 1. No. of subscribing farmers:

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2. How much liters milk collected per day : 3. Whom do you supply the milk: processing centre directly to customer Qty.

self processing

other

6. Which months milk production goes : (a) Up: ……………………………………………………. (b) Down: …………………………………………………

7. What do you purchase for cattle feed and what is its quantity?( if any) Pellet Quantity Brand Pack size 8. What is the payment schedule to the milk producer : Daily Weekly Biweekly Monthly Mash Other

9. On what basis you decide the price for the milk (a) Fat content (b) SNF other…………………………………..

(c)

8. What they do to deal with competition with another Milk Collection centers in the same town (if so then ask this question)
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(a) Dealer margin (b) High milk price to the farmers (c) Veterinary services (d) Cattle feed to the farmers (e) Loan facilities (f) Timely Payment 8. What do you expect from product (Cattle feed) (a) Better margin (b) Superior quality (c) Technical services (d) Competitive pricing 5.2 BIBLOGRAPHY www.google.com www.apdairy.com www.feedmachinery.com/articles/feed www.oregonfeed.org/mehren.htm www.godrejagrovet.com Kotler Philip, Keller Kevin Lane, Koshy Abraham and Jha Mithileshwar Marketing Management: A South Asian Prospective.

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