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
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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