agril marketing extension issues & strategies
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AGRICULTURAL MARKETING
EXTENSION – ISSUES AND STRATEGIES
***Dr R P Singh
Associate Director Extension
Throes and Woes of Indian Farmer
Small fragmented land holdings
Poor per hectare yield as compared to
International standards
Inferior quality produce
Market competitiveness
Poor post-harvest management
Seasonal dependence
Multiple products in small quantities with
heavy wastages
Selling every thing whole sale and Buying
everything in retail
Poor storage facilities
Poor bargaining power
Less marketing intelligence
Exploitation by the Commission agents
Constraints in Marketing of Agricultural Products in India Fluctuations in agriculture Prices and Supplies
Conflicting Interests of farmers, middlemen and consumers
Under utilization of Resources
Inadequate Transportation, Communication and Information network
Imbalance in the spread of Internal marketing network
Improper Distribution system
Seasonality, Perishability and Enormity of production
Improper Storage facilities
Less awareness about Processing technologies
Glut in the market
Crop failures
Unorganized marketing sector
Lack of Marketing professionals
Less attention on Marketing strategies in National Agricultural Extension system
Inadequate attention of Mass media
Inadequate Advertisement about agricultural produce
Inadequate Government mechanism to control against exploitation / under pricing
Inadequate Packaging facilities
No Demand forecast of Agricultural commodities
Imbalances in Agricultural production
Challenges ….. Motivate the Extension personnel to learn the new knowledge and skills of marketing
Make the Farmers info-rich - The market information should provide answers to questions like What and how much to produce, When to produce, In what form to sell, At what price to sell, When to sell and Where to sell
Establishment of linkages between Agriculture line departments and Department of Marketing
Capacity building of Extension personnel and Farmers
Reorganization of Agricultural Extension system
Strengthening of Infrastructure facilities
Minimization of Post harvest losses
Agro climatic zone wise and Enterprise wise generation of export oriented technologies
Changing Roles of Agricultural Extension Professionals
SWOT Analysis of the market
Organisation of Farmers Groups
Supporting and Enhancing the capacities of established Farmers Groups
Enhancing the Communication skills of farmers
Establishing the linkages between Farmers Groups, Markets and Processing units
Advice on Product planning
Educating the Farming community
Encourage Direct marketing
Acquiring complete market information
Regular usage of Internet facility
Disseminating the market information through News papers, Radio and Television
Organisation of Study tours for Farmers Groups
Advise on improved marketing practices
Paradigm shifts from TOT Extension to Marketing Extension
Aspects TOT Extension Marketing Extension
PurposePurpose
End ResultEnd ResultFarmers seen Farmers seen asasFocusFocusTechnologyTechnology
Contact with Contact with FarmersFarmers
Transfer of Crop Transfer of Crop technologiestechnologiesAdoption of PracticesAdoption of PracticesHigh ProducerHigh Producer
Seed to SeedSeed to SeedFixed package of Fixed package of practicespracticesIndividualIndividual
To get optimum To get optimum returnsreturnsHigh ReturnsHigh ReturnsAn EntrepreneurAn Entrepreneur
Money to MoneyMoney to MoneyDiverse Baskets of Diverse Baskets of package of practicespackage of practicesFarmers GroupsFarmers Groups
Aspects TOT Extension Marketing Extension
Extensionist’sExtensionist’sInteraction Interaction
LinkagesLinkages
Extensionist’s Extensionist’s RoleRoleRecords Records MaintenanceMaintenanceIT SupportIT Support
MessagesMessagesTrainingTrainingMotivatingMotivatingRecommendationsRecommendationsR-E-FR-E-F
TOT & FeedbackTOT & Feedback
Not much importantNot much importantProduction Production technologiestechnologies
Joint analysis of the Joint analysis of the issue - Consultationissue - Consultation
R-E-F extended by R-E-F extended by market linkagesmarket linkagesMarket intelligenceMarket intelligenceEstablishment of Establishment of linkageslinkagesVery importantVery importantMarket intelligenceMarket intelligence
Information to Extension System and Farmers
Present Agricultural scenario and Land Use pattern
Suitability of land holdings to various crops
Crops in demand in near future
Market prices of crops in demand
Credit facilities
Desired qualities of products by consumers
Marketing network of the local area
Price differences in various markets
Availability of Storage and Warehouse facilities
Transport facilities
Regular updating of market intelligence
Improved production technologies
Post Harvest management
Extension Messages…..Auditing of Local resources and Facilities
Product knowledge and Market segmentation
Product planning
Adoption of Production practices
Harvest and Field operations
Packaging
VACs / Pack- houses
Standardization and Quality control
Storage and Warehousing
Transportation
General Agricultural marketing and Wholesale Market management
Retail management
Market information
Post harvest loss reduction Aspects
Institutional linkages for Training and Research
Marketing credit
Export marketing
Stages in Promoting Agricultural Marketing Extension
Auditing of local resources and facilities
Determining what the market wants
Understanding the marketing system
Decision making and Agreeing on an action plan
Implementing of action plan
Reviewing to identify the deviations
Roles and Responsibilities of Agricultural Marketing and ExtensionS.S.NONO
ActivitiesActivities Agril. Agril. MarketingMarketing
Agril. Agril. ExtensionExtension
11 Product PlanningProduct Planninga.a. Market AwarenessMarket Awarenessb.b. Price InformationPrice Informationc.c. Credit FacilitiesCredit Facilitiesd.d. Networking of commodity Networking of commodity
base potential areas with base potential areas with in the country & abroadin the country & abroad
e.e. Regular flow of Regular flow of InformationInformation
S.S.NoNo
ActivitiesActivities Agril. Agril. MarketingMarketing
Agril. Agril. ExtensionExtension
22 Production TechnologyProduction Technologya.a. R & DR & Db.b. Varietal improvementVarietal improvementc.c. Pesticides free productionPesticides free productiond.d. Organic farmingOrganic farminge.e. Use of Bio fertilizersUse of Bio fertilizersf.f. Harvesting at right timeHarvesting at right time
S.S.NoNo
ActivitiesActivities Agril. Agril. MarketingMarketing
Agril. Agril. ExtensionExtension
33 Post harvest managementPost harvest managementa.a. ProcessingProcessingb.b. GradingGradingc.c. StandardizationStandardizationd.d. Infrastructure supportInfrastructure supporte.e. Value additionValue additionf.f. PackagingPackagingg.g. Certification of AgencyCertification of Agency
S.S.NoNo
ActivitiesActivities Agril. Agril. MarketingMarketing
Agril. Agril. ExtensionExtension
44 Storage and TransportStorage and Transporta.a. Creating awareness/ creation Creating awareness/ creation
of transport facilitiesof transport facilitiesb.b. Creation of Storage facilitiesCreation of Storage facilitiesc.c. Networking of storage Networking of storage
informationinformationd.d. Govt support for creation of Govt support for creation of
SHGs in the area of SHGs in the area of infrastructure developmentinfrastructure development
e.e. Credit facilities to SF & MFCredit facilities to SF & MFf.f. Development of Export zoneDevelopment of Export zone
Agricultural Marketing Extension –
A Holistic Frame work Components of Marketing Extension Approach-
Market Risk Farmer Facilitation
To Prevent Market Risk To Manage Market Risk
………………………………………………………………………………………….
Price Risk
Demand Risk
Quality /
Preference Risk
………………………………………………………………..
Extension Approaches…..
Product Planning Approach
Group Approach Coordinated Approach
Major Strategies of Agricultural Marketing Extension
Faithful monitoring of the Government Policies
Providing education to farmers about basic dimensions of Agricultural marketing
Strengthening of Infrastructure facilities
Organisation of Farmers Groups
Train the farmers to make them aware of GATT and it’s implications
Farmers need to be exposed to consumer needs and preferences
Train the farmers in producing the quality products
Establishment of linkages between Agriculture line departments and Dept of Marketing
Intensive training to the Extension professionals on Agricultural marketing
Reorganization of Agricultural Extension system
Reduce post harvest losses
Promoting processing
Use of Cyber technology in disseminating market intelligence
Advise on improve marketing practices
Advise on Alternate marketing
Indian farmers have to shift their focus
from
“Supply Driven
to
Market Driven”
THANK YOU
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