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Agricultural Marketing Management System -Improving the Quality-

Agricultural Marketing Management System -Improving the Quality-. By Dr. B. K. Paty Director (OSPM), MANAGE. Outline of the Presentation. Reforms – No ‘one size fits all approach’ Service consciousness – Linking Production with Marketing Collective responsibilities

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Agricultural Marketing Management System -Improving the Quality-

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  1. Agricultural Marketing Management System-Improving the Quality- By Dr. B. K. Paty Director (OSPM), MANAGE

  2. Outline of the Presentation • Reforms – No ‘one size fits all approach’ • Service consciousness – • Linking Production with Marketing • Collective responsibilities • Removing the constraints

  3. Reforms – No ‘one size fits all’ • Model Act provisions • To be calibrated as per the State needs • Amendments in forms – Not in substance

  4. Service Consciousness • Mandies deal with service products • Characteristics – Intangibility, Simultaneity, Perishability • Service Consciousness of Mandi Functionaries – Competitiveness

  5. dealing with a service product • Marketers of services face a bigger challenge due to unique nature of services-intangibility, heterogeneity, inseparability, perishability • Go beyond 4 Ps- product, price,promotion and distribution (Place) .Also • people, • process and • physical evidence

  6. Organization Internal Marketing External marketing Front Line Employees Customers Internal marketing

  7. Key Marketing issues • The unique characteristics of services present some key marketing issues • Managing differentiation amongst services (offer, delivery, image, service premises, packaging, personnel, tools and equipment used, customer, convenience, name of the organisation) • Managing productivity (Commitment, High standards , Monitoring system, Customers’ complaint ) • Managing service quality(technology,selection & training, standardisation of services, customer’s involvement, employees’ skill utilisation)

  8. Linking Production with Marketing • Integrated District Plan – Strategic Research and Extension Plan (SREP) • Marketing Extension – Responsibility of all line departments • The SREP document will be a perspective plan for next 10-15 years • Ensure optimum utilization of resources • Help in deciding precise marketing intervention

  9. Collective Responsibilities – All line Departments • Advice on production planning:- careful selection of the crop from marketability viewpoint-internal or export • Marketing information:- price and arrivals, forecasting of market trends, demand of other markets, facilities available in the target markets, quality requirements, market fees etc. • Securing markets for the farmers:-Awareness about regulated market laws and reforms, Information regarding procurement by Govt. agencies, contract farming arrangement for cash crops with wholesalers, processors etc. • Advice on improved marketing practices:- packaging, appropriate storing methods, standardization and grading and other post harvest management practices such as maintenance of quality, awareness about post-harvest losses etc. (Contd.,)

  10. Collective Responsibilities – All line Departments • Advice on establishing and operating markets:-Farmers groups to set up and run their own markets within framework of rules • Processing and value addition:- Farmers to be educated about value addition through primary processing • Group action:- Promotion of informal groups and Self Help Groups(SHGs) • Marketing Credit:- Educating farmers about different schemes of marketing credits, Advice on warehousing with pledgefinance scheme • Problem solving methods: micro-level • Marketing extension for export market: WTO implications, Codex, HACCP, Euro gap standards, Awareness on illeffects of pesticide/insecticidesresidue etc.

  11. New Role of APMCs • Shift from salesmanship to marketing • Dealing with Service product-intangibility,simultaneity • Marketing extension • Promotion of direct marketing, contract farming, processing- leading to export, better returns to farmers, reduction of transaction costs etc. • Promotion of grading and standardization • Making the traders association responsible • GAP,HACCP,GHP,traceability etc. especially from export point of view • Professionalisation of management • Transparency in dealing/ auctioning • Providing infrastructure and efficient services ( Promotion of PPP mode)

  12. Reviewing the Existing Constraints

  13. Reviewing the Existing Constraint

  14. Reviewing the Existing Constraint

  15. Reviewing the Existing Constraint

  16. Conclusions • Utilize ATMA as a collective forum • Strength lies in Unity • Key to success lies in holistic approach

  17. Thank You

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