Terra greens organic

introduction

Organic foods are foods produced by organic farming.

While the standards differ worldwide, organic farming in general features cultural, biological, and mechanical practices that foster cycling of resources, promote ecological balance, and conserve biodiversity. Synthetic pesticides and chemical fertilizers are not allowed, although certain organically approved pesticides may be used under limited conditions. 

Objectives

1. To analyze the market potential for organic products in the Indian domestic market.

2. To understand the brand promoting activities of terra green

 

3. To study the consumer buying behavior for organic foods in the Indian domestic market

Organic farming in India

Organic farming is a form of agriculture that relies on techniques such as crop rotation, green manure, compost, and biological pest control.

organic farming uses fertilizers and pesticides (which include herbicides, insecticides and fungicides) if they are considered natural (such as bone meal from animals or pyrethrin from flowers), but it excludes or strictly limits the use of various methods (including synthetic petrochemical fertilizers and pesticides; plant growth regulators such as hormones; antibiotic use in livestock; genetically modified organisms; human sewage sludge; and nanomaterial's.) for reasons including sustainability, openness, independence, health, and safety.

Global growth rate

Since 1990 the market for organic food and other products has grown rapidly, reaching $63 billion worldwide in 2012.

 This demand has driven a similar increase in organically managed farmland which has grown over the years 2001-2011 at a compounding rate of 8.9% per annum.

As of 2011, approximately 37,000,000 hectares (91,000,000 acres) worldwide were farmed organically, representing approximately 0.9 percent of total world farmland.

Organic growth rate in India

The market for Organic food products in India is growing at 20-22 per cent a year.

On India, the report said that the market for organic food including exports is currently valued at Rs 1,000 crore.

The report added that the country produced around 3.88 million tonnes of certified organic products, that includes basmati, pulses, tea, coffee, spices and oilseeds.

Organic foods industry presently is metro-based, with about 95 per cent of the brands existing in top 10 metros like Delhi (NCR), Kolkata, Mumbai, Pune, Chennai, Bengaluru and other tier II cities, it said.

According to government data, area under organic farming had risen to 1.08 million hectares. In addition, 3.40 million hectares is wild forest harvest collection area.

The states doing well in organic farming are Madhya Pradesh (4.40 lakh hectares), Maharashtra (1.50 lakh hectares) and Orissa (95,000 hectares), the data added.

Company profile

Terra Greens Organic has its farms spread over 127 acres of land, specially designed to cultivate organic food. Most of the produce comes from our own farms in keeping with the region and the climate.

Food that cannot be grown locally is procured from our farming groups in Maharashtra, Rajasthan and AP. Meanwhile the rest is sourced from trusted organic communities spread across the country.

Our three main channels of production

Own farms

Terra Greens Organic farming groups in Maharashtra, Rajasthan, Telangana and AP

Trusted organic community networks

The farmers at Terra Greens Organic are specially trained in organic farming practices and educated about the benefits of sustainable farming. Moreover, having our own farmers helps us in maintaining the quality of the produce and fostering trust.

In addition to the various accreditations the company holds, our products go through a 3 level audit. At the farm, on arrival and at dispatch. Thus ensuring quality at the highest level.

Products that you buy from Terra Greens Organic come straight from the company's own farms. While products that cannot be grown here are sourced from our network of trusted organic communities where it is geographically most conducive.

AVAILABILITY OF PRODUCTS

The products are available in both online and offline.

Available in all metro cities.

Available in all spencer outlets, Fiber city etc..

Home delivery service is available.

Brand promoting Activities done at terra greens

1. A) Filtering customers from various events by tale-calling

B) Separating the customers into different categories

C) Finding interested customers

D) Knowing issues & problems faced by dis-satisfied customers

E) Conversion of dis satisfied customers to interested list

2. Conducting events around Hyderabad

A). Filtering customers from various events by tale-calling

Terra greens is conducting different events around Hyderabad like horticulture, avakai kit, secundrabad club, good seed bazar etc. We have database and we have details of the different customers participated in different events. The list consists of around 800 contacts in which it consists of different columns like

1. Name

2. Address

3. City

4. District

5. Pin code

6. Phone number

7. Email

8. Participated event

9. Result

OUR WORK AT TERRAGREENS

We have contacts in our data base and our work is to verify whether the gathered information is correct or not. For this we have to verify the customer list by means of tale calling. This method can produce more genuine results than any other method. That’s why we preferred our source as tale calling

 

Tale calling means handle the calls of customers or client.

A tale caller keeps in close touch with customers by making frequent telephone calls to customers, clients and prospects, reminding them of products, good and services.

B) Separating the customers into different categories

In terragreens organic we started tale calling to the customers participated in avakai kit event we have done calling with 4 days of this event and we repeated the same procedure for different events and we obtained the results and we have marked the customers in excel sheet into 3 categories they are

a) Red ink customers

b) Orange ink customers

c) Yellow ink customers

d) White ink customers or others

a) Red ink customers – These type of customers basically have no information on these three main columns like name, phone number, address then they marked as red.

b) Orange ink customers – These type of customers basically have insufficient information like not providing exact address then they marked as orange.

c) Yellow ink customers – These type of customers basically who do not provide email address then they marked as yellow.

d) White ink customers – The customers who has exact information then they left uncolored. 

C) Finding interested customers We have divided the customers earlier before so we have a keen idea about the customers whom we have to contact so we have the list of around 750 in which red marked customers are excluded and we started tale calling to these 750 customers. After 6 weeks we have clearly obtained the results from the customers. We have repeatedly calling to the customers whose numbers are busy, not reachable, switched off and we have excluded some of the contacts whose numbers are invalid and wrong numbers. Out of around 700 customers we have obtained the customers who are willing to buy.

In that list we got around 200 customers are in the interested list and 23 people are previously the customers of the terra greens but they have issues and we have to resolve the problem and make them add to the interested list.

D) Knowing issues & problems faced by dis-satisfied customers

There are 23 people who have issues with the different aspects like

a) Improper response by company

b) Late delivery

c) Delivering Spoiled items like fruits and

d) Damaged product (honey bottle).  

a) Improper response by company- some customers are calling to the company numbers and they are not responding properly so these customers become dis satisfied with the company and they stopped buying the products. 

b) Late delivery- some customers are dis satisfied with the delivery process. They have the issues of late delivery and they become dis satisfied and they finally stopped to buy the product. 

c) Delivering Spoiled items like fruits- some customers have problems with the delivered items and they lost trust on the company and they eventually stopped to buy. 

d) Damaged product- Few customers also complained about the product that they got delivered. They said that there is breakage in glass of honey bottle and they complained about it and there is improper response from company that they do not replaced it. Hence these people lost trust and stopped to buy these product and similarly one customer also complaint about avakai pickle.

2. Events around hyderabad

avakai kit

Horti expo

Horti culture

Botanical Garden

Secundrabad Club

0 20 40 60 80 100 120 140 160 180

Different events

not interested interested

My experience in Good seed bazar event

The event we attended where very systematic and classic.

We got an opportunity to place our stall at first place.

We got good experience how will be the customer perception about products and also while choosing the products.

The best thing for us is we learn how maintain customer relationship.

This events are good platforms to learn on field marketing.

Because of rain number of customer visited are less, another reason is it is a vacation time.

We got to know the market potential of terra green organics product.

Customer feed back in good bazar events

On 7th june the customers visited to the event are maximum number of them were terra greens esteemed customers. there are few new customers .

On 21st june the customers are few due to heavy rain

CUSTOMER FEEDBACK:

The customers who visited to terra greens stalls has given a positive word to us.

They told the products from terra greens are nature friendly which is the main reason to buy

About upma mix's customers told that this type of instant mix's made their work easier

The groceries, mangoes has got positive feedback from customers

Industry profile

Terra greens organic is food industry.

it comes under FMCG industries

FMCG- fast moving consumer goods is leading industry in India.

FMCG segment is the fourth largest sector in Indian economy.

Food products is the leading segment, accounting 43% of overall market.

Research methodology

As it is food industry the adopted methodology is qualitative and quantitative methods.

The sampling technique is used is random sampling.

The sample size- 150-200

Questionnaire

Mailed questionaries' are adopted.

Open ended questions are chosen for adequate response.

The data collection method:

The data is collected from primary data source.

What type of organic foods do you purchase?

vegetables processed foods meat,cerels etc0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

advertisement newspaper friends magazines interenet0%

5%

10%

15%

20%

25%

30%

35%

How do you first heard about organic food?

10.would you recommend organic foods to a friend or associate?

definitely probably not sure0%

10%

20%

30%

40%

50%

60%

SWOT ANALYSIS

Terra greens organic Foods

STRENGTHS

Highest Quality Organic Foods Seller

Huge selection/variety

Free Home delivery

First Mover in organic products

Eco-Friendly  

The export of Indian organic products is progressing. The Government support to organic agriculture, awareness for healthy food harmful effects of pesticides and presence of their residues. International and national certification bodies in India- these four facts are the dominating strengths.

WEAKNESSES

Price – up to 75% higher

Locations – only in affluent areas

Advertising Budget very low (WOM approach)

Promotional Offers – no coupons

Certification 

Major weaknesses are on the level of information/awareness: most farmers have only small holdings and quality consciousness is low besides lack of marketing skills (e.g. disjointed sector for the domestic market). Another weakness to be noted is that the organic market is not consumer demand -based, but supply driven. From this fact a lot of threats can be derived.

OPPORTUNITIES

Expand private label selection – lower price for customers

Advertise more, create coupons and promotions to get people in the store

Hype right now is to eat healthier and protect the environment

Rewards program – frequent buyer cards

Back to Basics – buy more local products that people will pay more for. 

To quantify the potential of the organic products is not simple because the fast development of the Indian society and economy. For further progress, more information should be gathered on the market opportunities. Nevertheless, the need assessment shows that on the level of the opportunities, a considerable potential for the organic market exists, even though the size of the potential can not be quantified exactly.

 

THREATS

Conventional Supermarkets

Bad Economy

Local Farmers Markets/Independent Retail Chains

Some of the major threats are really dangerous. The awareness about pesticide residues is to be considered as strength. However, a bigger threat is that all kind of products are offered under declarations like “without pesticides”, “eco-friendly” or even “organic”.

Future Challenges for Terra greens organic 

Pricing – being able to compete against the conventional grocery chains 

Getting more people in the store to buy organic food

Convince new customers to shop at Terragreensorganic rather than more convenient stores

conclusion

The market potential of organic foods in India is growing at a rapid pace and there is a great scope in the future.

The brand promotional activities of terra green are studied and they are successful in promoting the brand effectively.

The consumer buying behavior of organic foods have been changing

Thank you