Presented by:Ravindra Prakash ShuklaMT-Faizabad23137343

Projecton

Product Development Strategy

Idea Generation

• Auction market of cattle

• Bullock-cart

• At-least 1 cattle

Mahindra Gokul

19th 2012, Livestock Census Uttar Pradesh( )Numbers in millions

Livestock species Year 2012

1 - Foreign and crossbred Cattle

Foreign and crossbred 3.579

Giving milk 1.215

Dry 0.445

Dudaru 1.66

Reproduction Qualified 1.796

2 - Indigenous Cattle

My country 15.97

Giving milk 4.66

Dry 1.92

Dudaru 6.59

Reproductive 7.11

  Total Cattle

Total Cattle 20.56

Giving milk 5.88

Dry 2.37

Dudaru 8.25

Reproductive 8.90

3 - Buffalo

Total Buffalo 30.62

Giving milk 10.53

Dry 3.41

Dudaru 13.95

Reproductive 15.10

Breed

Cattle Buffalo

Indigenous Dairy Breed

Indigenous Dry Breed

Indigenous Dual purpose breed

Exotic Dairy Breed

Indigenous Buffalo

Murrah

Surti

Jafrabadi

Bhadawari

NiliRavi

Mehsana

Nagpuri

Gir Sahiwal Red Sindhi

Hallikar AmritMahal

Khillari Kangayam

Bargur AlamBadi

Tharparker Hariyana Kankrej

Jersey Holstein Friesian Brown Swiss

Need of the Product• To strengthen the rural lives & our rural image• To reach in white (untapped) villages• To start up from Cattle financing and expand it into Dairy Financing• To take vantage of our reach• To create demand of our other products

Advantage (with Mahindra Finance)• Strong presence in semi-urban and rural market with more than 3

Million customers• Brand Image• Fast disbursement of Loan• Technology driven process

Mission

• To finance at least a dairy in 33% (2.13 Million: where we are currently present) villages PAN India (Mission-2020) & be the market leader in Dairy Financing

Competition• NABARD (Cattle development Program)• RKVY (Saghan Mini Dairy Pariyojna)• DDD (Kamdhenu Pariyojna)• IDBI, SBI, PNB, BOI, BoB• L&T, Ujjivan Microfinance (Livestock Financing)

Features

• Maximum funding up to 90% or 6 Lakh Rs. of the total investment

• Maximum Tenure up to 5 years• Monthly/Quarterly EMI option• Insurance through MIBL will be necessary• MLS will be necessary• Customer has to open a FD of Rs.1 Lakh (Optional-Approval

required of ZM)• Repayment through, Cash, PDC, Direct Debit• Arrear scheme is also available• Scheme for Mahindra Gokul.xls

Eligibility

• Minimum 5 years residence stability• Minimum 1 acre of own land/5 cattle• Should have at least 2 cattle• Financed cow must be (10 Ltr/day)-Crossbred Jersey, Holstein

Friesian,Brown Swiss, Sahiwal and Buffalo should be (8 Ltr/day) Murrah, NiliRavi, Mehsana (i.e. High yield range per lactation).

Documentation• Voter Id., Ration Card, Driving Licence, PAN Card, Electricity Bill, Bank Passbook

(Updated), Bank Statement (Last 1 Year)• Khatauni, Land Papers (FTG: First time Gokul)• Receipt of the Auction Market• EGC (Experienced Gokul Customer) can give his bank statement as an income proof

Marketing steps:

Product Price Place Promotion

MahindraGokul

As per the schemes

Rural &Semi urban Market

Sootradhar,GramSabha,Loan Mela at Auction Market,Tele-calling,And other DMT activities

Segmentation(Whole population is divided into white, yellow, green villages)

Targeting(Tractor customer, LCV, BoP Customer in Yellow & Green villages)

Positioning(Promote it to the existing customers, then expand it into white villages)

White Villages Totally untapped villages, reach is very tough

Yellow Villages Those villages who are in same Panchayats of Green villages

Green Villages Where we’re present

Viability Report

• Profitabilty.xls

• Price Calculator for Cattle.xls

• Correlation Analysis.doc

•NOC•Tracing of the particular cattle •Ownership of calves

Limitations

Solution•Self generated certificate•Radio frequency identification•With the help of hypothecation

Branch should do…….

• Contact to the local auction market owner• Veterinary expert selection (like valuer)• 3W/2W executive as a Gokul executive• Gokul Loan Mela• Bifurcation of existing customer into FTG & EG• CEGP/EEGP (Cashier/employee enquiry generation

policy) should be start

Strategy to drive down the cost

• Online expense claims• Scanned document should be sent to RO/HO not through courier• Awareness towards ‘Save Electricity’ , ‘Save Paper’ , ‘Save Water’ ,

‘Save Petrol’ etc.• Efficient dealer visit• Stock Yards should be based only at territory/regional offices

Strategies to improve services• For Promotion• For effectiveness of employees• For better collection• For customer satisfaction• For growth in business• For betterment of Mutual Fund, FD and Insurance

(MIBL)• To strengthen our Legal•FD of at-least 10,000 Rs. From each customer•MLS amount can be added in the desired loan amount

•B2C + B2B strategy•Quarterly meeting with the salesmen (AD, Maruti & Hyundai)•Proper DMT activities (Specially Gram Sabha, Sathiya Divas & Loan Mela)•0.25% of total loan amount to the Sutradhar for each case•New products Launching (proposed by MTs with the proper modification)

•Awareness about online payment•Thank you call after 1 month completion & feedback call after 1 year of successful payment•Special gifts related to different category•NOC call- after successful completion

•Board status method (for the status of Business & Collection both) must be followed by every branch•Bell shaped/ Positively skewed method must be followed for collection•Weekly targets should be decided for Collection (1W-25%, 2W-50%, 3W-80%, 4W-100%, Rest 2-3 days- Rectification)•Bucket reversal amount column should be added in Trial Balance

•Card swapping option should be introduce in HHD•CIBIL check option should be introduced in start of the EMLAP•Star performer of Business/Collection (per week) should be introduce•Portal should be launch on WEB ( EHSAAS portal to submit the enquiry and suggestions)

•A radium sticker should be pasted on the front and back glass of the financed vehicle•Banners of special schemes must present on the dealerships•Welcome boards at the entrance of the district or town•Other products promotion by tele-callers

•Regular demand/legal notice to the defaulter customers•HBC should help their respective TLM’s

Annexure

www.dairydevelopment.up.nic.inwww.animalhusb.up.nic.inwww.insfinance.up.nic.inwww.paragmilkup.inwww.rkvy.nic.inwww.nddb.orgwww.nabard.orgwww.ndri.res.in