Cattle Feed

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Marketing of Agricultural Inputs Mid Term Project Presentation on

Understanding of the Marketing and Supply chain of

Animal Feed Market in Gujarat Gauri Shankar, Manoj Goswami, Saurabh Kumar, Sweta Pachlangiya

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…)

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

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

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

Statistics

Source: Annual report 2007

Actual Protein Consumption is almost half than the recommendation

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…)

Feed conversion mechanism - Cattle

Yield Curve on proper feeding practice

Yield Curve

Body weight

-2

0

2

4

6

8

10 Month

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)

Feed conversion mechanism - Broiler

Feed conversion mechanism - Layer

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…)

Supply Chain for Poultry Products

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

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

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…)

Animal Feed Market Cattle 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

Poultry 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

Animal Feed Market - National Production Figure of Key Organized Feed Player

Cattle Feed

Poultry Feed

Company

Quantity (MT)

Company

Quantity (MT)

Godrej Agrovet

200,000

Godrej Agrovet

250,000

Goldmohur

75,000

Goldmohur

300,000

KSE Limited Kaira Dist Co-op Milk Producers Surat Dist Co-op Milk Producers Kolhapur Zila Sahkari Dudh Sangh

175,000

150,000

150,000

SKM Venkateshwara Hatcheries Group

800,000

Pioneer Feed

125,000

375,000

800,000

Source – RABO Bank Report (2005

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

Cattle Feed

Poultry Feed

Source – RABO Bank Report (2005

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…)

Consumer Purchasing Behavior Marketing Stimuli •Products &Services •Price •Distribution •Communication s

Other Stimuli •Economic •Technological •Political •Cultural

Consumer Psychology •Motivation •Perception •Learning •Memory

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

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

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…)

Our methodology (1/2) Research Objective

Understandin g of the marketing & supply chain of Gujarat Animal feed market.

Research Problem

To study market potential of Gujarat cattle feed market Study of supply chain and marketing approach of Animal feed market Segmentation of Animal feed market

Research Questions What is livestock & poultry statistics of Gujarat What is the recommended & existing animal feed intake of the animals in Gujarat market To study the value chain of the Animal feed market

Research Sources of Methodolo Information gy

secondary

Database & Sectoral report

Secondary

Database & industry reports

How is the Livestock & poultry market Primary segmented

Exploratory Interviews, through structured questionnair e.

Our methodology (2/2) Research Objective

Research Problem

Sources Research of Research Questions Methodolo Informati gy on What is the existing feeding practices of the farmers in animal feed market Exploratory What is the depths consideration set of Interviews, the farmers for buying primary through cattle feed structured What is the role of questionnair distributor in the e animal feed market What is the after sales services provided by the players

Supply chain & marketing issues Understandin in the Gujarat g of the Animal feed marketing & market supply chain of Gujarat Animal feed market. Evaluation of What is the customer scope of branding preference & price primary in the animal feed sensitivity with brands market.

Exploratory & structure questionnair e

Questions?

Thank you

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