Agricultural Rural Marketing

8/7/2019 Agricultural Rural Marketing

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PROJECT SUBMITTED TO

Prof. Aftab Ahmed


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PRESENTED BY


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Rural agricultural marketing

Introduction

Marketable surplus

Concept and functions


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Agricultural vs. Manufactured

goodsBase Agriculturalcommodities

Manufactured

goods

Implications

Perishable Yes No Immediate sale or

storage facility

Seasonal Yes No Storage facility for distribution of

items like food

grains

Variations in

quality

Natural By design Gradind

Processing Needed Finished Miller/processing

agent is

intermediary

Size Bulk Varying quantities Transport is

essential


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Functions of agricultural

marketing Assembling

Grading and standardization

Processing Transporting

Storing

Distributing


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Types ofAgricultural Market

Primary Market

Secondary market

Terminal Market On the basis of frequency with which

they are held

Based on types of products

Based on volume of transactions at a

time


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Agricultural Markets and Agents

Primary markets

Secondary markets

Terminal or export market


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Rural Agricultural Marketing - Strategies for

Improving Marketing within Rural Areas

Product strategies1. Small unit and low priced packing

the objective is to keep the price low so that the entirerural community can try.

Examples - shampoos, biscuits, pickles, Vicks fivegram tins, etc.

2. New product designs

A close observation of rural household items indicates

the importance of redesigning or modifying theproducts.

Thinking in terms of new product designs speciallymeant for rural areas keeping their lifestyles in view.


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Contd3.Sturdy products

The product meant for rural areas should be sturdy enough tostand rough handling and storage.

People in rural areas like bright flashy colors such as red, blue,green etc., and feel that products with such colors are sturdy

but they are more concerned with the utility of the item also.

4. Brand Name The brand name awareness in the rural areas is fairly

high.

A brand name and/or logo is very essential for ruralconsumers for it can be easily remembered.


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Contd Pricing strategies

Low cost/cheapproducts

Avoid sophisticated packing - Bring down costs

Refill packs/Reusable packaging Reduces Price

Application of value engineering- technique used toevolve cheaper products by substituting the costly raw

material with the cheaper one, without sacrificing thequality or functional efficiency of the product, forexample in food industry, 'soya protein is being usedinstead of milk protein.


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Contd Distribution strategies

While it is essential to formulate specific strategiesfor distribution in rural areas, the characteristics ofthe product, its shelf life and other factors have tobe kept in mind.

The distribution strategies that are specificallydesigned for rural areas are : through co-operativesocieties, public distribution system, multi-purpose

distribution centres, distribution up to feedermarkets/mandi towns shanties/hat/jathras/melas,agricultural input dealers etc.


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Contd Promotion strategies Mass media - television, cinema, print media, radio ,

hoardings/wall paintings, shanties/hats/melas, non-price competition, special campaigns , hand bills andbooklets, posters, stickers, banners of the schemes

etc.

For disseminating the information related toagricultural and other rural industries products, thegovernment should circulate pamphlets either to

Panchayati raj office or to schools where it can bedocumented for the reference.


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MajorAreas ofConcernintheRural

MarketingSector

Government should assume a more dynamic role in the field of agriculturalmarketing that of a strong buffer between global forces and local needs.

Emphasize value addition by giving a thrust to agro-processing industries atfarm level so that the benefit of value addition is transferred to the producer.

There is a need for professionalizing agricultural marketing as a subject ofgreat practical application.

Institutional linkages should be emphasized upon to integrate the markets,for easy movement of goods and also to facilitate the inter-state trade.

Regular surveys and analytical studies on agricultural marketingshould beconducted, so that appropriate policy adjustments and refinementswhenever necessary.


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Conclusion

Indian agricultural marketing system should bemade much more competitive by infusing

competition within the country and preventing the

external system equation from interfering with the

local markets in the larger interests of the nation.

The most glaring deficiency in rural economy is in

giving the farmers a better deal in terms of

institutional and advisory services and practical

training.


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THANK YOU

Documents

Agricultural Rural Marketing