cattle feed
TRANSCRIPT
Understanding of the Marketing and Supply chain of
Animal Feed Market in Gujarat
Gauri Shankar, Manoj Goswami, Saurabh Kumar, Sweta Pachlangiya
Marketing of Agricultural Inputs
Mid Term Project Presentation
on
Content
Project Objective and rationale
Economy of Feed Intake (Mechanism and FCR)
Supply Chain of Poultry and Dairy Product
Animal Feed Market Analysis (Local and National)
Consumer Behavior and Marketing Approach
Our Methodology (road ahead…)
Project Objective
To understand the nature of the Animal feed market
To understand the way the market is segmented
To gauge the problems in distribution management
To understand how the consideration set of the consumers gets determined
To understand consumer purchase behavior
Live stock sector
India ranks, Cattle – 1st Goats – 2nd Sheep – 3rd
Poultry – 7th
About 22.45 million people work in livestock sector
The contribution of livestock and fisheries sector to the total GDP during 2006-07 was 5.26% which is 31.7 % of total agricultural & allied sector GDP.
Annual report 2007:Department of animal husbandry, dairying & fisheries
India’s poultry sector
India is among the top three eggs producing countries in the World.
India is among the top five chicken meat producing countries in the World.
Annual growth rate of egg production is5%
Annual growth rate of broiler production is12%.
Annual report 2007:Department of animal husbandry, dairying & fisheries
Statistics
Source: Annual report 2007
Actual Protein Consumption is almost half than the recommendation
Content
Project Objective and rationale
Economy of Feed Intake (Mechanism and FCR)
Supply Chain of Poultry and Dairy Product
Animal Feed Market Analysis (Local and National)
Consumer Behavior and Marketing Approach
Our Methodology (road ahead…)
Feed conversion mechanism - Cattle
-2 0 2 4 6 8 10 Month
Body weight
Yield Curve
Yield Curve on proper feeding practice
Feed conversion mechanism - Poultry
• Breeding
• Feeds
• Feed Restriction
• Lack of water
• Protein level
• Laying house temperature
• Disease
• Age of maturity
• Age of Birds
• Egg cooling and storage
(Source: Book on Animal Husbandary by G.C. Banerjee – Chapter 12 (Poultry), Page 664-665)
Feed conversion mechanism - Broiler
Feed conversion mechanism - Layer
Content
Project Objective and rationale
Economy of Feed Intake (Mechanism and FCR)
Supply Chain of Poultry and Dairy Product
Animal Feed Market Analysis (Local and National)
Consumer Behavior and Marketing Approach
Our Methodology (road ahead…)
Supply Chain for Poultry Products
Supply Chain for Dairy (Milk from Farmers to Production Unit)
Supply Chain for Dairy (Cattle feed from distributors to farmer)
Content
Project Objective and rationale
Economy of Feed Intake (Mechanism and FCR)
Supply Chain of Poultry and Dairy Product
Animal Feed Market Analysis (Local and National)
Consumer Behavior and Marketing Approach
Our Methodology (road ahead…)
Animal Feed Market
Cattle Feed Poultry Feed
Local Players: Kaira District Co-operative Milk
producer Ltd. Surat District Co-operative Milk
producers Bharat Cattle Feed Industries Alpha Industries Ltd Vijaya Enterprises Hindustan Animal Feeds
Major national player: Godrej Agro vet Goldmohur Avanti feeds Pioneer feed
Local Players: Alpha Industries Ltd Chaitanya Biological Pvt. Ltd. Vijaya Enterprises Shri Vishnu Eatables Shree Saran Import & Export
Major national player: Godrej Agrovet Goldmohur Avanti feeds SKM Pioneer Feed Venkateshwara Hatchenes Group
Animal Feed Market- National Production Figure of Key Organized Feed Player
Cattle Feed Poultry Feed
Company Quantity (MT)
Godrej Agrovet 200,000
Goldmohur 75,000
KSE Limited 175,000
Kaira Dist Co-op Milk Producers
150,000
Surat Dist Co-op Milk Producers
800,000
Kolhapur Zila Sahkari Dudh Sangh
800,000
Company Quantity (MT)
Godrej Agrovet 250,000
Goldmohur 300,000
SKM 150,000
Venkateshwara Hatcheries Group
375,000
Pioneer Feed 125,000
Source – RABO Bank Report (2005)
Animal Feed Market- Private Sector Feed Production Trend (in Million MT)
Cattle Feed Poultry Feed
Source – RABO Bank Report (2005)
Content
Project Objective and rationale
Economy of Feed Intake (Mechanism and FCR)
Supply Chain of Poultry and Dairy Product
Animal Feed Market Analysis (Local and National)
Consumer Behavior and Marketing Approach
Our Methodology (road ahead…)
Consumer Purchasing Behavior
Marketing Stimuli•Products &Services•Price•Distribution•Communications
Other Stimuli•Economic•Technological•Political•Cultural
Other Stimuli•Economic•Technological•Political•Cultural
Consumer Psychology•Motivation•Perception•Learning•Memory
Consumer Characteristics•Cultural•Social•Personal
Consumer Characteristics•Cultural•Social•Personal
Buying Decision Process•Problem recognition•Information search•Evaluation of alternatives•Purchase decision•Post purchase behavior
Purchase decision•Product choice•Brand choice•Dealer choice•Purchase amount•Purchase timing•Payment method
Marketing of Animal Feed
• Marketing by Relationship
• Marketing by Demonstration
• Marketing by educating farmers
• Marketing with the help of influencer like
chairman of co-op society, chilling unit owner etc
Content
Project Objective and rationale
Economy of Feed Intake (Mechanism and FCR)
Supply Chain of Poultry and Dairy Product
Animal Feed Market Analysis (Local and National)
Consumer Behavior and Marketing Approach
Our Methodology (road ahead…)
Our methodology (1/2)
Research Objective
Research Problem
Research Questions
Sources of Information
Research Methodology
Understanding of the marketing & supply chain of Gujarat Animal feed market.
To study market potential of Gujarat cattle feed market
What is livestock & poultry statistics of Gujarat
secondaryDatabase & Sectoral report
What is the recommended & existing animal feed intake of the animals in Gujarat market
Study of supply chain and marketing approach of Animal feed market
To study the value chain of the Animal feed market
SecondaryDatabase & industry reports
Segmentation of Animal feed market
How is the Livestock & poultry market segmented
Primary
Exploratory Interviews, through structured questionnaire.
Our methodology (2/2)
Research Objective
Research Problem Research Questions
Sources of Information
Research Methodology
Understanding of the marketing & supply chain of Gujarat Animal feed market.
Supply chain & marketing issues in the Gujarat Animal feed market
What is the existing feeding practices of the farmers in animal feed market
primary
Exploratory depths Interviews, through structured questionnaire
What is the consideration set of the farmers for buying cattle feedWhat is the role of distributor in the animal feed marketWhat is the after sales services provided by the players
Evaluation of scope of branding in the animal feed market.
What is the customer preference & price sensitivity with brands
primary
Exploratory & structure questionnaire
Questions?
Thank you