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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

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Page 1: Cattle feed

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

Page 2: Cattle feed

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…)

Page 3: Cattle feed

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

Page 4: Cattle feed

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

Page 5: Cattle feed

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

Page 6: Cattle feed

Statistics

Source: Annual report 2007

Page 7: Cattle feed

Actual Protein Consumption is almost half than the recommendation

Page 8: Cattle feed

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…)

Page 9: Cattle feed

Feed conversion mechanism - Cattle

-2 0 2 4 6 8 10 Month

Body weight

Yield Curve

Yield Curve on proper feeding practice

Page 10: Cattle feed

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)

Page 11: Cattle feed

Feed conversion mechanism - Broiler

Page 12: Cattle feed

Feed conversion mechanism - Layer

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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…)

Page 14: Cattle feed

Supply Chain for Poultry Products

Page 15: Cattle feed

Supply Chain for Dairy (Milk from Farmers to Production Unit)

Page 16: Cattle feed

Supply Chain for Dairy (Cattle feed from distributors to farmer)

Page 17: Cattle feed

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…)

Page 18: Cattle feed

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

Page 19: Cattle feed

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)

Page 20: Cattle feed

Animal Feed Market- Private Sector Feed Production Trend (in Million MT)

Cattle Feed Poultry Feed

Source – RABO Bank Report (2005)

Page 21: Cattle feed

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…)

Page 22: Cattle feed

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

Page 23: Cattle feed

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

Page 24: Cattle feed

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…)

Page 25: Cattle feed

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.

Page 26: Cattle feed

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

Page 27: Cattle feed

Questions?

Thank you