Development of Marketing Strategies for the Product- “Kisan Raja”

Company’s overviewVinfinet Technologies Pvt. Ltd. Founder: Vijay Bhaskar, alumni of

Indian Institute Of Technology, Madras.

Its aim is to provides technological solutions to the farmers.

Among top two innovations in Samsung Innovation Quotient

About the productProduct name: Kisan Raja -GSM based

remote motor controllerFeatures: Operates motor pump with the help of

mobile or landline phone.IVRS in regional languages.Acknowledgement of power

availabilitySafety a) Theft detection

b) High voltage fluctuation

Objective of the studyTo Develop a Marketing Strategy

for the product -“Kisan Raja”Identify the Potential Customer

(nearby Bangalore, Karnataka).Distribution ChannelPositioning of ProductPromotional StrategiesPricing Strategies

Research Methodology1) Research Design: Descriptive 2) Data Source:a) Primary Data: Farmers Retailersb) Secondary: Company data(provided by the company) Internet3) Area of study: Bangalore rural

Chikballapur, Mandya, Tumkur

Sampling PlanUniverse: Karnataka

Sampling unit: Farmers , Retailers

Sample size:

Farmers:200

Retailers: 54

Sampling technique- Convenient sampling

Result and DiscussionIdentify the potential Customers

for the product (nearby Bangalore, Karnataka).

60%30%

10%

Land Holding

Large FarmersMedium FarmersSmall Farmers

Potential Customer

90%

10%

Pump for Irrigation

YesNo

Problems In irrigation Physical effort and inconvenience

Frequent damage of irrigation equipment

Theft of irrigation equipment

Wastage of water and electricity

Substitute product in the marketAuto starters: Only starts the motor pump

automatically.

Distribution Strategies1. Channel - Selective

DistributionCompany

Dealer

Farmers

Market place for a farmer- Taluk

Willingness of retailers to take dealership

60%

40%

Willingness of dealer

Yes No

PositioningOperational ExcellenceProduct LeadershipCustomer Intimacy

25%

20%

55%

Operational ExecellenceProduct lead-ershipCustomers In-timacy

PromotionMedium of awareness

40%

25%

20%

15%Local leader/ Progressive farmerKVKAgriculture magzinesMultimedia

PromotionSMS Campaign Voice Campaign (IVRS)Field demonstration

KVK, Bangalore Farmers field

Awareness through MultimediaNewspaper,

Magazines(Raitamitra, Krishi Mitra)

Advertisements in bus

Pricing Strategy1. Cost incurred by the farmers

Benefit Element Benefit (Rs)Electricity Charges NIL under power subsidyFuel Costs1 Rs.2,000/-Labour Cost2 Rs.12,000/-Fertilizer runoff Rs.1,000/-Motor Repair3 Rs.5,000/-Total Cost per annum Rs.20,000

1 Fuel Costs: considering an average of 5km two-way, 20 times in a month. 2Labour costs: A minimum of 1000 per month considering 100 Rs/day, 10 to 15 times a month. 3Motor Repair - Repair due to motor running while water was not available, assuming break down of at least twice in a year

2. Price of Product:

3. Cost Benefit to Farmers:Rs 14,000 per annum

Elements (Rs)Price of product 5500Maintenance cost 500 per annumAnnual Cost 6000

List of CompetitorsAuto Starters: These devices start the

motor when power is available and keep the motor running all the time, as long as power is available.

Nano Ganesh from Ossian Agro Automation Micro Jaikisan from Micro Technologies. Real Mobile Starter Controller from Real

Tech Systems. Kyatee Mobile Starter from Khyatee. GSM based Smart Pump Controller from

ASquareESystems.

Competitive Advantage Product Leadership

Highly innovative Superior to any existing technologies in the

market on several parameters. Price Leadership

Price lower than Rs.6,000/- there by securing the ‘More Features at Lower Price’ advantage.

Business Model replication across the Geographies Multiple Local Language IVRS menu

offered

suggestionsLarge farmers and medium

farmers using motor pump are our potential customers.

One dealer per Taluk.Providing a local technician for

after sales service.Positioning the product as a best

solution to farmers .Competitive advantage as no

such product is available in karnataka

Refrenceshttps://www.raitamitra.kar.nic.in/Kotler, Philip, Positioning,

Consumer buying process, Promotional strategies

(http://www.nanoganesh.com)(http://www.a2esystems.com)www.karntaka.gov.in