Report on Summer Training PERCEPTION OF DAIRY FARMERS TOWARDS DIFFERENT CATTLE FEED BRAND AVAILABLE IN THE MARKET
Submitted to Lovely Professional University
In partial fulfillment of the Requirements for the award of Degree of Master of Business Administration
Submitted by: Baljinder Singh University Registration No.2020070097 No.2020070097
DEPARTMENT OF MANAGEMENT LOVELY PROFESSIONAL UNIVERSITY PHAGWARA (2008)
TABLE OF CONTENT CONTENTS -
TITLE PAGE
-
STUDENT DECLARATION
-
SUMMER TRAINING CERTIFICATE
-
PREFACE
-
ACKNOWLEDGEMENT
-
EXECUTIVE SUMMARY
CHAPTER -1 INTRODUCTION TO THE SUBJECT
1.1 THE THEORE ORETIC TICAL AL FOUNDA FOUNDATIO TION N
1.1. 1.1.1 1
Fram Framew ewor ork k of Ind India ian n Feed Feed Ind Indus ustr try y
1.1. 1.1.2 2
Mean Meanin ing g of Feed Feed Ind Indus ustr try y
1.1. 1.1.3 3
Thee Liv Th Livee Stoc Stock k Indu Indust stry ry of of Indi Indiaa
1.1. 1.1.4 4
Comp Compon onen ents ts in Anim Animal al Feed Feed
1.1. 1.1.5 5
Uses Us es of Comp Compou ound nded ed Feed Feed
1.2 1.2 LITER LITERATU ATURE RE REV REVIEW IEW
CHAPTER – 2 INTRODUCTIONS TO THE ORGANIZATION
2.1 OVERVIEW OF INDUSTRY
2.1.1 History of the organization 2.1.2 Landmark 2.1.3 Major Players & their Market Share
2.2 PROFILE OF ORGANIZATION 2.3 HISTORY OF GODREJ AGROVET 2.4 RECENT ACHIEVEMENTS & MILESTONE 2.5 PRODUCT RAGE OF THE COMPANY CHAPTER-3 OBJECTIVES OF THE STUDY & RESEARCH METHODOLOGY
TABLE OF CONTENT CONTENTS -
TITLE PAGE
-
STUDENT DECLARATION
-
SUMMER TRAINING CERTIFICATE
-
PREFACE
-
ACKNOWLEDGEMENT
-
EXECUTIVE SUMMARY
CHAPTER -1 INTRODUCTION TO THE SUBJECT
1.1 THE THEORE ORETIC TICAL AL FOUNDA FOUNDATIO TION N
1.1. 1.1.1 1
Fram Framew ewor ork k of Ind India ian n Feed Feed Ind Indus ustr try y
1.1. 1.1.2 2
Mean Meanin ing g of Feed Feed Ind Indus ustr try y
1.1. 1.1.3 3
Thee Liv Th Livee Stoc Stock k Indu Indust stry ry of of Indi Indiaa
1.1. 1.1.4 4
Comp Compon onen ents ts in Anim Animal al Feed Feed
1.1. 1.1.5 5
Uses Us es of Comp Compou ound nded ed Feed Feed
1.2 1.2 LITER LITERATU ATURE RE REV REVIEW IEW
CHAPTER – 2 INTRODUCTIONS TO THE ORGANIZATION
2.1 OVERVIEW OF INDUSTRY
2.1.1 History of the organization 2.1.2 Landmark 2.1.3 Major Players & their Market Share
2.2 PROFILE OF ORGANIZATION 2.3 HISTORY OF GODREJ AGROVET 2.4 RECENT ACHIEVEMENTS & MILESTONE 2.5 PRODUCT RAGE OF THE COMPANY CHAPTER-3 OBJECTIVES OF THE STUDY & RESEARCH METHODOLOGY
3.1 OBJECTIVES OF THE STUDY 3.2 SCOPE OF THE STUDY 3.3 RESEARCH METHODOLOGY
3.3.1 Sources of Data 3.3.2 Sample Place 3.3.3 Sample Plan 3.3.4 Analysis & Methodology
3.4 LIMITATIONS OF THE STUDY
CHAPTER-4 DATA PRESENTATION, ANALYSIS & INTERPRETATION
4.1 INTERPRETATION OF QUESTIONNAIRE 4.2 CHI SQURE TEST
CHAPTER-5 SUMMARY, CONCLUSION & RECOMMENDATIONS
5.1 FINDINGS 5.2 CONCLUSIONS 5.3 BIBLOGRAPHY ANNEXURES
STUDENT DECLARATION
I here by declare that the project report entitled, “PERCEPTION OF DIARY FARMERS TOWARD DIFFERENT CATTLE FEED BRANDS AVAILABLE IN THE MARKET (GODREJ AGROVET)” submitted in partial fulfillment of the requirements for the degree of Masters of Business Administration to LOVELY PROFESSIONAL UNIVERSITY OF phagwara., is my original work and not submitted for the award of any other degree, diploma, fellowship, or any other similar title or prizes.
Place: Jalandhar (Baljinder Singh) Reg. No. 2020070097
PREFACE
This project is the result of six weeks training at Godrej Agrovet Khana. Summer training is an integral part of “Master in Business management” course and it aims at providing a first hand experience of industry to students. This practical experience helps the students to view the real Business World closely.
I was really fortunate of getting an opportunity to pursue my Summer Training in reputed, well established, fast growing and professionally managed organization like Godrej Agrovet.
Project assigned ““To Measure the Perception of dairy farmers toward different cattle feed brands available in the market.” Required a lot of extensive study, as I did a lot of study of feed industry at various production plants of Punjab It gave me a great deal of exposure and practical experience.
ACKNOWLEDGEMENT
An individual cannot do project of this scale. I take this opportunity to express my acknowledgement and deep sense of gratitude to the individuals for rendering valuable assistance and gratitude to me. Their inputs have played a vital role in success of this project.
I am grateful to Dr Pardeep Kumar, who provided me an opportunity to undertake a project, which enabled me to interact with dealers, customers of company to have better understanding, practical exposure of industry.
I express my sincere thanks to my project guide Mr. Jagdish Singh, (Professo r) for his generous support, constant direction and mentoring at all stages of training.
I am also indebted to Mr. Kapil Kumar (Agency Holder, Guru Har Sahai) who was a real source of help and assistance to me during the course of project.
I take this opportunity to thank all dealers, customers who spared their precious time to provide me with valuable inputs for project without which it would have not been possible.
I firmly believe that there is always a scope of improvement. I welcome any suggestions for further enriching the quality of this report.
EXECUTIVE SUMMARY
The basic purpose of this management training of Marketing imparted is to provide us an insight into the methods, both culture and the ground realities of an industry. I undertook my training at the Godrej Agrovet (Khanna) from 23th June, 2008 up to 2 nd August, 2008 for a period of 6 weeks. I was allotted the duty to have the analysis on the Perception of dairy farmers toward different cattle feed brands available in the market. Along with this I was also allowed to visit to agency holders for the collection of information which is required for the analysis of the given project work. This report report represents what I have have done during the training training period at Godrej Agrovet. I have also studied about all the financial aspects. The first few pages give a bird’s eye view of the introduction of the subject which covers meaning and definition, classification, causes, current scenario, framework of Feed and also of the organization containing history, landmark, services provided, profile, recent achievement, financial status and future prospectus of the firm. This is than followed by literature reviews and the objectives of the study. Then comes real part of the study in which I have written all what I had learnt there in the organization about the various techniques of feeding. The last part of the study contains findings, conclusion and bibliography. The objectives of the study which which I undertook in Godrej Godrej were to study the views views of different dairy farmers about overall feed, for this I have used the statistical method of Chi Squire and presenting it in an very effective manners by tables. One of my objectives was t o study various features provided by different feed brand mainly Godrej, Tara, Markfed by having a comparison study of quality, cost, delivery etc, for this I have made structure questionnaire and interpretation for the same has been done and also in order to make it more effective I have used tables and bar charts.
Another objective of my study was to know various marketing strategies used by different feed companies in order to reach feed buyer, for this I have made structure questionnaire and interpretation for the same has been done and also in order to make it more effective I have used tables and bar charts.
Another objective was to study the perception of dairy farmer that how they perceive different feed brands when they look of at price and other services, for obtaining the information I went to various farmers personally and I am able to know about views and their expectations. I found that tara feed has more demand than Godrej feed in the area. I also fount that there are some
complaints about Godrej feed by the consumer and same has to be looked upon. I also found that consumer has a good perception toward Tara than Godrej and it is fulfilling their expectations. As from my all study, I have concluded that Godrej feed has not capture as such market as in other cities or states. Instead of Godrej has got first place in Indian feed industry, but in the area a very few people are aware about Godrej feed. According to me from various reasons the biggest reason of non-awareness is less manpower for marketing and less advertisement of the product. Other brands that is more preferable than Godrej due to good advertisement strategies used by them. According to me Godrej should spend a lot of money in order to create a good brand image and awareness of the product to consumer. Godrej can also think about some good marketing strategies that can implement in the area. As we come to know that some farmers who have visited to Godrej Adhar are very impressed by services and various features provided to farmers. I think the best place for Godrej Adhar is on the main road of Ferozepur to Fazilka that combine all the villages together. Godrej Adhar helps farmers in providing awareness about various agri input and also provide various services like bank loan etc. Thus Godrej Adhar can be a good source of creating a good relation with farmers. It is also a source of advertisement. People are expecting more good results from Godrej feed. Overall I found farmers satisfy with the quality of Godrej feed users except some bad stock and looking for a good and loyal relation with the company. It has been in some cases that agents are not fully satisfied with whatever gets from the company in monetary terms or in any other forms of non financial incentives. More emphasis is being given to the production side in the company marketing marketing and and sales activities activities are are
rather
than to marketing side though
responsibl responsiblee for earning earning revenue revenue for for the compan company. y. Less Less
emphasis is being given on marketing research, which provides the company with the information regarding the market & its dynamics. Product promotion is an area which required to be geared up. The The study study revealed revealed that that marke marketing ting is the area which seems seems to be neglect neglected ed
because because the the
company products were in great demand. However the scenario is changing, which makes it necessary for the company to establish a full-fledged marketing department. The company should change its stance from production oriented to marketing oriented. Presently the company seems to be depending on depot sales but direct sales marketing and sales through agents are the other avenues available to the company. Hence the company may concentrate on direct sales marketing through personal selling or marketing representative follow up with industrial consumers. The company should develop a marketing information system, at present through its depot managers and existing agents further with the help of personal selling staff. The company is advised to formulate a promotion mix keeping in mind a changing scenario of market. To begin with, the
company may advertise the product and the company brand in industrial journals like “Indian Feed” & in future introduce sales promotion through additional agents and personal selling staff which would constitute a proper mix. Company should provide food and Stephen to the trainees. I hope that my experience at Godrej will not only help me in my future in i n marketing field but also in my current studies.
CHAPTER-1
INTRODUCTION TO SUBJECT
I.I THEORETICAL FOUNDATION 1.1.1 FRAMEWORK OF INDIAN FEED INDUSTRY The Indian feed industry is about 35 years old. It is mainly restricted to dairy and poultry feed manufacturing; the beef and pork industry is almost non-existent. The quality standards of Indian feeds are high and up to international levels. Raw materials for feed are adequately available in India. The industry's production is about 3.0 million tonnes, which represents only 5 percent of the total potential, and feed exports are not very high. The feed industry has modern computerized plants and the latest equipment for analytical procedures and least-cost ration formulation, and it employs the latest manufacturing technology. In India, most research work on animal feeds is practical and focuses on the use of by-products, the upgrading of ingredients and the enhancing of productivity. The country has entered into a period of liberalization and this is bound to influence the livestock industry. The per capita consumption of milk, eggs and broiler meat will grow. The Indian feed industry is undergoing a very exciting phase of growth for the next decade.
1.1.2 MEANING OF FEED INDUSTRY Feed manufacturing on a commercial and scientific basis started around 1965 with the setting up of medium-sized feed plants in northern and western India. Feed was produced mainly to cater to the needs of dairy cattle. The poultry sector was not developed at that time and was restricted to backyard production, with the desi kept mainly for the production of eggs. The poultry industry is now growing in importance. Today, the Indian feed industry is worth approximately Rs 45 billion that is about US$1 billion.
1.1.3 THE LIVESTOCK INDUSTRY OF INDIA India's animal wealth is quite large in terms of its populations of cattle, poultry, sheep and goats, camels, horses and pets. Recently, aquaculture has also been growing in importance in India.
TABLE 1 Livestock type
Population (millions)
Cattle
204.5
Buffaloes
84.2
Sheep
50.8
Goats
115.3
Pigs
12.8
Horses/ponies
0.8
Mules
0.2
Donkeys
0.9
Camels
1.0
Yaks
0.06
Mithuns
0.15
Total livestock
470.86
Dairy cattle
Worldwide, India is number one in milk production, at 78.0 million tones per annum, and the dairy industry is spread across the whole country. India has one of the largest populations of cattle and buffalo in the world. In a total of 288 million head, there are 10 million crossbred cows, 15 million good milk cows of local varieties and 36 million buffaloes of good milk varieties. The remainder of the cattle population is of a non-descript variety and a sizeable proportion consists of bullocks.
TABLE 2 Cattle and poultry indicators Dairy
Cross-bred cows (millions)
10.0
Improved cows (millions)
15.0
Improved buffaloes (millions)
36.0
Milk production (million tones)
78.0
Per capita consumption (g/day)
240
Poultry
Commercial layers (millions)
150
Commercial broilers (millions)
650
Stock breeders (millions)
6.5
Egg production (109 )
40
Per capita availability (eggs/year)
40
Poultry meat production (million tones)
1.0
Per capita availability (g/year)
1 000
Poultry feed production (million tonnes)
9.0
Annual growth
Dairy industry
5%
Layer industry
6-7%
Broiler industry
10%
The crossbred population is either Jersey or Holstein-Friesian, crossed with local cows. Crossbreeding was a natural solution to upgrading the milk yield in the absence of high-value imported varieties of purebred animals. The buffalo breeds are unique to India, and produce milk with a fat content of 7 to 8 percent. Milk is seen as a health drink and a variety of Indian sweets are prepared from milk. The icecream market is growing. Farms are located on the outskirts of cities and within cities. Almost all villages have a number of cattle, but there are only a few organized dairy farms. In India, dairy is not so much an industry as a smallholder farming activity.
Growth in the milk sector has occurred mainly through cooperative efforts. Cooperatives started by supplying milk collection centre, where milk was collected from villagers in quantities as small as 1 liter, and gradually started to provide other services to farmers, including education, artificial insemination, veterinary health support and feeding. The small farmers became prosperous, loan facilities were made available through banks, and member farmers started to share the profits from cooperatives. Cooperatives also set up their own modern computerized feed plants. They have modern milk processing plants from which they produce and market pasteurized milk, butter, butter oil, chocolate, ice-cream and milk sweets, which are very popular with Indian consumers. Today, the feed production from cooperatives is about 0.6 million tones per year. The National Dairy Development Board (NDDB), which has excellent facilities for research on breeding, nutrition and health care, has played a pivotal role in setting up cooperatives. Without NDDB and several of the existing dairy cooperatives, the milk sector in India would have suffered. The dairy industry in India is expected to grow, but growth will be restricted to individual small farmers. It is unlikely that India will see the advent of large, organized dairy farming in the near future. Poultry
Compared with the rest of the livestock sector, the poultry industry in India is more scientific, better organized and continuously progressing towards modernization. Breeding and feeding management has improved through education, training, competition, expansion and survival instincts. India is the world's fifth largest egg producer, with a total production of 40 billion eggs per year. The broiler industry is growing at the rate of 10 percent per annum. Indicators are given in Table 2. India has 150 million layers and 650 million broilers. Annual per capita consumption of eggs is 40, and that of broiler meat is 1 000 g. Although these figures are low in comparison with those for developed countries, the industry has great potential to expand because 30 percent of the country's population (about 300 million people) is developing economically and the demand for poultry products is therefore likely to grow. The poultry industry has witnessed several ups and downs in the last 25 years as a result of unplanned growth and a lack of government regulation. Currently, it is growing at the rate of 10 percent in broilers and 6 to 7 percent in layers and is going through a phase of integration in
broilers, which is likely to change the face of the industry. Although the phenomenon is new, it is expected that there will be very rapid changes towards integration as more farmers find it increasingly difficult to run farms with marginal profits or negative margins. The poultry industry is very modern, with pure-line breeding, the latest vaccines and medicines, environmentally controlled poultry houses, up-to-date processing units, the latest management practices, chicken processing, exports of hatching eggs and excellent feed quality.
Sheep, goats and camels
The sheep and goat sector is mostly in the hands of nomadic tribes and no significant scientific husbandry, rearing and management practices are implemented. Research on breeding and nutrition is being conducted at research institutes and agricultural universities. Most of the country's camels are located in the desert area of the western part of India, in the states of Rajasthan and Gujarat, bordering Pakistan. Camels are reared by individuals who feed them local ingredients. There is a lack of scientific management practices, genetic studies and scientific feeding practices in camel rearing and the industry survives mostly on the basis of local, long-established knowledge of feeding and breeding. There is, however, a fairly good disease diagnosis and treatment system, with modern medicines and vaccines. Swine
India is a multilingual, multiracial country whose people hold various religious beliefs. Although the majority of the population is Hindu, there are sizeable minorities of Muslims, Christians, Sikhs, Buddhists, Jains, Parsees and others. India also has a large tribal population and is a plural society in which the sentiments of each social and religious group need to be respected for harmony and peaceful coexistence. Thus, most states in India have banned cow slaughter and the beef industry is therefore non-existent. The majority of people disapprove of pork consumption, maybe because of the lack of scientific management on swine farms. Swine reared on the streets are very unhygienic and buyers are always suspicious about the source of pork, so there is no organized pork industry.
Horses and pets
The Indian equine industry goes back more than 50 years and is considered modern, scientific and very well equipped in terms of every aspect of animal husbandry practices. The equine
industry is spread across India and is restricted to horse racing. Imports of good genetic material are quite common in this industry. The feeding of these valuable animals is mostly at the farm level under the supervision of experienced people following traditional practices. What innovation there is tends to be closely guarded by the companies concerned. The Indian pet industry is in a nascent stage, with the main focus being on dogs rather than cats and the emphasis on breeding and training. Regular dog shows are held by enthusiastic dog owners to increase awareness of the rearing of good-quality pure-breeds; dogs are a source of pride for households. In many cities, animal health care systems are run by qualified vets with well-equipped facilities such as X-ray machines, surgical facilities, imported vaccines and the latest drugs. The feeding of pets is however, left to the household. Some commercial preparations are available in the form of dog biscuits, chews, etc., but dogs are fed mostly on home-cooked food. One of the reasons for this could be the high cost of commercial pet food.
1.1.4 INGREDIENTS IN ANIMAL FEEDS India is currently self-sufficient in livestock feeds and does not depend on imports. Instead, the country exports large quantities of solvent extracted meals, which are a major source of foreign exchange earning. Cereals and grains
Maize, sorghum and bajra (a type of millet) are commonly used in animal feeds. Wheat and rice are mainly retained for human consumption. Cakes and meals
Commonly used commodities of this kind are soybean, groundnut, rapeseed, and sesame and sunflower meals in poultry feed. In cattle feed, in addition to these meals, others such as cottonseed and copra are used as premium ingredients. Feeds of animal origin
Meat-meal, fishmeal, bone meal and dicalcium phosphate of bone origin are the common raw materials available for animal feeding. It is interesting to note that, with the exception of some bone-based dicalcium phosphate, the Indian feed industry does not use materials of animal origin in dairy cattle feed. This was not out of fear of any zoonotic problems but the result of deeprooted beliefs that the cow is sacred and must therefore be vegetarian. Now even the use of bone-
based dicalcium phosphate has been banned and mineral-based dicalcium phosphate is used instead. Fishmeal and meat-meal were popularly used in poultry feed, but the increased production, improved availability and better awareness of soybean meal has led to its replacing fishmeal and meat-meal in most poultry rations. It should be mentioned that farmers have faced production problems owing to the bacterial contamination of fishmeal and meat-meal. The quality of fishmeal is also very poor.
Popular by-products
Some by-products are very nutritious and palatable to cattle, and these products form the bulk of cattle feed. They include wheat bran, rice bran and oil-extracted rice bran, tapioca, guar meal, safflower meal, maize gluten and molasses. A special mention should be made of Indian cattle feed's unique use of hulls or shells, popularly known as chunis in the local language. These shells come from pulses: horse gram, black gram, mung bean and pigeon pea. Minerals and vitamins
Cattle feed is necessarily enriched with vitamins A and D3, and trace minerals such as iron, zinc, manganese, copper, cobalt and iodine. Calcium and phosphorus are also included. Poultry feed is enriched with all of these and all of the B complex vitamins. Feed additives and supplements
Feed additives and supplements have played a very important role in enhancing the performance of dairy animals and, even more so, poultry. Today they are necessary in any feed formulation and essential for the formulation of a balanced diet. The additives and supplements used are antibiotic growth promoters (their usage is not banned in India), prebiotics, probiotics, enzymes, mould inhibitors, toxin binders, anti-coccidian supplements, acidifiers, amino acids, by-pass fat, by-pass protein, non-antibiotic growth promoters, milk boosters, antioxidants, feed flavors and herbal preparations of Indian origin. A number of these products are imported from developed countries.
1.1.5 Uses of Compounded Feed In India, the term "compound feed" refers to feed that is nutritionally balanced and has been manufactured using the facilities of an analytical laboratory and under the supervision of
nutritionists. There are also a large number of small-scale feed mixers who produce feed for local consumption. Such feed is termed "self-mixed feed" or "home-mixed feed". Cattle feed
Cattle feeding practices are very traditional. Farmers choose their own ingredients and prepare their own formulations, believing that by these means they are able to pay more individual attention to their cattle. The productivity of the cattle is limited because of their poor genetic make-up, so high-quality compound feed (industry feed) may not necessarily generate a significant improvement in productivity and this has hampered growth of the cattle feed industry because most farmers are reluctant to use compound feed fully. Instead they compromise by using such feed in proportions of 5 to 60 percent, making up the balance with their own formulations. It is only in the case of highly productive animals that compound feed has been able to show its real potential and the importance of technology has been demonstrated. The share of compound cattle feed manufactured by the industry, in relation to the overall potential, is low for the following reasons: •
The cattle population is fragmented and spread over large parts of the country. Farmers' low level of education and strong traditional beliefs mean that there is generally little awareness of compound cattle feed.
•
More than 50 percent of the country's total milk production comes from a very large number of low-yielding cows and buffaloes. A further 25 percent of milk production comes from buffaloes and only the remaining 25 percent of the total is produced by crossbred and improved cows.
•
Industrially manufactured compound cattle feed has proved its value for crossbred cows and buffaloes but not for low-yielding cattle because of their genetic limitations. Homemixed feed is very frequently used for buffaloes and low-yielding cattle.
Poultry feed
Poultry feed is divided into layer and broiler feed. In the case of layer feed, cost is the main constraint in using compound feed. An innovative, high-value compound feed can result in increased numbers of eggs, but the risks are too high because of the birds' long life cycle. Compound feed has, however, made a major contribution to broiler feeding. This is an example of excellent coordination among instrument technology, formulations and use of feed additives
and supplements. Cost is a less important factor because the performance improvements are greater than the cost increases and the birds' life cycle is short. Two types of poultry feed are prepared. One is ready-made and in the form of mash or pellets. The second is in concentrated form for mixing with an energy source. Concentrates are protein sources, balanced in amino acids and containing vitamins, minerals and feed additives. They are mixed with energy sources such as maize, sorghum or bajra to prepare poultry rations.
1.1.7 The Future of the Indian Feed Industry
At the beginning of the twenty-first century, India has a population of 1 billion people. Although the annual growth rate has slowed from 2 to 1.8 percent, the base is so broad that changes in population dynamics are not perceptible. The population may stabilize by sometime between 2030 and 2040 if all sections of society support family planning wholeheartedly. The purchasing power of the middle class is growing (the middle class accounts for approximately 300 million people) and food habits are also changing. The Indian economy is growing at the rate of 6 to 8 percent per annum. The livestock industry in India is the second largest contributor to gross domestic product (GDP), after agriculture, and accounts for 9 percent of the total. Consumption is likely to increase as follows: per capita milk from 240 to 450 g per year; per capita eggs from 40 to 100 per year; and per capita broiler meat from 1 000 to 2 000 g per year. A major change is occurring in India on the economic front. The country has adopted a model that lays midway between liberal and public sector production, but growth has been affected by the poor performance of most of the public sector units, rising government costs and fiscal deficit, and the economy has suffered. A process of liberalization was set in motion by the government and has been implemented for the last eight to ten years. This has caused India to open up and invite investment from multinationals, liberalize imports, reduce government expenditure and remove public sector businesses. It also means that the days of nationalization, unnecessary government controls and restrictions will soon be over thanks to progress in the country's economy. India has entered into an agreement with its trade partners under the World Trade Organization (WTO). The changes brought about by the liberalization process will be slow but certain. The government is opening up imports in a phased manner, and it is expected that this process will be completed by April 2003. In the meantime, about 930 items, including agricultural products, will
be open for import under open general license from April 2001, making it possible to import dressed chicken, milk and milk products. Various livestock industry associations have taken issue with such imports in an attempt to protect their members. If the livestock industry is affected, the feed industry will also be affected. The Government of India has raised the tariff on all poultry and poultry products from 35 percent to the WTO boundary level of 100 percent . It therefore appears that there will be a level playing field. In view of the expected rise in per capita consumption of chicken meat, eggs and milk, livestock production and productivity will grow. The dairy industry, which is cooperative-based, is growing with the increased capacities of milk processing units. The population of crossbred cattle and buffaloes is also growing. Milk is very popular in India. The poultry industry is developing towards vertical integration and a few multinational companies have already entered the Indian poultry business. Although the live bird market currently accounts for about 90 percent of the total market, it is expected that the consumption of dressed chicken will grow in the next five years, from the existing 10 percent to 25 percent or more. This would mean establishing very hygienic and scientific processing units. Cold chains, branded chicken, chicken cuts, etc. will be introduced and, depending on the success and consistent quality, consumer preference for dressed meat will grow. The next decade will see significant changes in restructuring, mergers, acquisitions, amalgamations, joint ventures, diversification, integration and efficient service chains, ecommerce and use of the latest information technology in global tenders, trading, export/import and other commercial activities. At the root of all these developments will be the scientific development of feed manufacturing technology.
1.2 REVIEW OF LITERATURE
MEHREN (1996) this study describe that some diseases are transmitted from animal to animal. Others come from organisms such as bacteria, protozoa, viruses, and worms living in the ground and the water. Others are airborne. Disease can be transmitted by dirty equipment. Mosquitoes serve as a host for several diseases; ticks also carry disease some diseases are transmitted from animal to animal. Others come from organisms such as bacteria, protozoa, viruses, and worms living in the ground and the water. Others are airborne. Disease can be transmitted by dirty equipment. Mosquitoes serve as a host for several diseases; ticks also carry disease Most evidence indicates that drinking milk or eating meat from an infected animal will not cause the disease. Identifying and removing infected animals is the most effective means of control.
Mehren (1996) This article mainly concern with feed efficiency that is normally reported as pounds of feed required to produce 1 lb of gain. As the saying goes ‘rate of gain for show and feed efficiency for dough’ A growing ration of 7 lb hay and 54 lb of corn silage should produce gain of about 2 lb/day. If we used ‘as fed’ figures, it took 61 lb of feed to produce 2 lb of gain. So feed efficiency would be 30.5 lb of feed for 1 lb of gain. No matter how cheap the feed is, this still won’t work. . A partial list of those making this claim is Borates, Gain-Pro, and Rumen sin. University feed trials over many years has substantiated these claims. Rumens in has a claim for improved feed efficiency for beef cows. Feed efficiency measures the amount of feed it will take to reach that weight. Since feed is a high percentage of the total cost of gain or performance, keeping track of feed efficiency is an excellent tool to use in projecting cost of gain
Mehren (1997)This article state that it can be beneficial minerals such as calcium, phosphorus, copper, or selenium as well as a variety of other minerals that aren’t needed by the animal. It can also include toxic minerals such as arsenic, lead, or cadmium. Ash has calories, protein, fiber, sugars, starch, or fat. A supplement containing added minerals would be much higher in ash than a grain. Some supplements may be 90% ash, such as trace mineral salt. If a harvested feedstuff such as grain or hay is high in ash, it generally indicates. When silage fermentation goes properly the plants pickle themselves to a point where they are preserved. This is why silage lasts so long after it is put up and sealed against exposure to air. Once the pit or bag or silo of silage is opened, it starts to deteriorate
Mehren (1997) This article mainly concern with factor affecting feeding animals. There are many factors that affect whether a cow breeds in a timely manner. Some are environmental; such as a drastic change in the weather. A change to hot or cold weather causes animals a certain amount of stress. Management would also be closely related to a good conception rate or a poor one. Let’s pick on minerals for a moment. I’ve never seen a feed analysis from a forage, grain, or by-product that was adequate in every mineral. To compare the feed you have to what an animal needs, a table from the Nutrient Requirements of Beef Cattle is used. I prefer mineral mixes that are designed for the Pacific Northwest, rather than something formulated and made in the Midwest and sold out here. Those products often lack the extra copper, zinc, and selenium that our cattle need.
Mehren (1997) This article describe that it is the compound that was found in pet food and is suspected of causing the death of pets. Melamine is made from urea. It releases nitrogen; however it’s still the most commonly used factor when heated. They have different values to your animals and should be priced accordingly. Selecting a replacement for grain should not only be based on cost of the ingredient, but should also include waste, extra labor and equipment use. . Cattle can go off feed; they may bloat and die, or may come down with severe diarrhea. Other than these factors, there’s nothing to it!
Mehren (1997) This article describes with fly that affect cattle .The first major type of fly that affects Virginia cattle is the horn fly. So named because it does rest on the horns of cattle with modern polled cattle the flies tend to rest on the withers, back and sides but the flies also spend time on the undersides of cattle where most of the biting occurs. . They are particularly important because they transmit the pinkeye organism from one animal to another and because they damage the cornea of the eye during feeding and thus allow a port of entry for the pinkeye-causing organism.
Smith (1998) This study describe that As long as a cow’s system can sense the presence of at least these basic energy reserves, she will direct any additional flow of nutrients towards maintaining pregnancy, and, if possible, milk production. But a number of scientists have conducted objective research to check for inconsistency and bias, and all have concluded that BCS is a reliable indicator of the body energy content of a beef cow. In fact, work done at Purdue showed that BCS plus body weight was a more accurate predictor of percent fat and protein in a beef animal than weight, cowherd all the nutrients needed to keep body condition – and reproductive performance – at desirable levels.
Jan (1999) This study describe that It takes a lot of scrambling to keep up with an 85cow dairy herd on the 45-degree slopes of southeast Minnesota's bluff country. University of Northern Iowa ecologist. It is researching whether tall grass prairies and livestock can coexist through a method called management-intensive rotational grazing. Moving animals frequently from one grazing area to another, she believes, mimics the role buffalo once played, providing fertilizer and spreading seeds. But they have one thing in common: instead of relying on expensive technology and capital-intense it has proven a boon to farmers with midsize herds of around 100 cows--too few to succeed financially using conventional techniques live resources, Most farmers raise vast monocultures of row crops such as corn or soybeans, which leave soil exposed to erosion early in the growing season. Rotating small grains with other crops can also reduce the need for pesticides by preventing pests and diseases from gaining a foothold
Kamb (2004) This study describe that Dairy and beef cattle generally are raised on the same feed sources, experts say, but the rationing of such feed differs for each type of cow. Though cows spend much of their lives eating grass and other forages, such as alfalfa and hay, some industry insiders say diets largely changed after World War II -- when the bottom dropped out of the grain market. They are particularly important because they transmit the pinkeye organism from one animal to another and because they damage the cornea of the eye during feeding and thus allow a port of entry for the pinkeyecausing organism.
CHAPTER-2
INTRODUCTION TO ORGANISATION
2.1 OVERVIEW OF THE INDUSTRY 2.1.1History
The Company celebrated its centenary in 1997. In 1897 a young man named Ardeshir Godrej gave up law and turned to lock making. Ardeshir went on to make safes and security equipment of the highest order, and then stunned the world by creating toilet soap from vegetable oil. His brother Pirojsha Godrej carried Ardeshir's dream forward, leading Godrej towards becoming a vibrant, multi-business enterprise. Pirojsha laid the foundation for the sprawling industrial garden
township (ISO 14001-certified) now called Pirojshanagar in the suburbs of Mumbai. Godrej touches the lives of millions of Indians every day. To them, it is a symbol of enduring ideals in a changing world. Time and again, with the launch of every new product, Ardeshir Godrej changed perceptions in the Industry by adding exciting new dimensions. Be it the manufacture of the finest range of security equipment or soap from vegetable oils, the world was thrilled and stunned too. His dream had become a huge movement, which was carried forward by another just as capable Godrej. The man, who did so, was Ardeshir Godrej's own brother Pirojsha Godrej. He laid the foundation of the Godrej Empire.
2.1.2LANDMARK
Incorporation
Established in 1897, the Company was incorporated with limited liability on March 3, 1932, under the Indian Companies Act, 1913.
The Beginning
The beginning of the Godrej Group can be traced to India's freedom struggle. Its founder, Ardershir Godrej, a lawyer by profession and a staunch nationalist, believed that India could attain freedom only by being self-reliant. In doing so, India would overcome economic degradation.
The Godrej Name
The Godrej Name displaced well-established foreign brands from the Indian market. The name 'Godrej' engraved into the shiny metal of the Godrej Locks came to be known as a symbol of selfreliance, trust-worthiness, assertiveness and progressiveness for a new generation of Indians.
MILESTONES
1971 Started as Animal Feeds division of Godrej Industries Ltd.
1984 Diversified into Agricultural Inputs
1992 Godrej Agrovet born as a separate corporate entity expanded into Chemical Pesticides.
1993 Acquired Unicorn Biotech a Tissue Culture business.
1995 Foray into branded chicken- Real Good Chicken .
1997 Acquired Oil Palm Plantation business of Godrej Industries Ltd.
1999 Acquired India Poultry Farm breeding and hatchery business to become an integrated player.
2001 Acquired Hindustan Unilever Feed business - GOLDMOHUR FOODS & FEEDS LTD.
(Now
a
100%
subsidiary
of
Godrej
Agrovet
Limited)
.Godrej Mission
Our Mission is to operate in existing and new businesses, which capitalize on the Godrej brand and our corporate image of reliability and integrity. Our objective is to delight our customer both in India and abroad.
We shall achieve this objective through continuous improvement in quality, cost and customer service. We shall strive for excellence by nurturing, developing and empowering our employees and suppliers.
We shall encourage an open atmosphere, conducive to learning and teamwork.
Godrej Values
Commitment to Quality
Customer Orientation
Dedication & Commitment
Discipline
Godrej in Indian Share Market
Market Cap: 61.33B
Dividend: - High: 198.90 52
Wk High: 504.50
EPS: 6.03
Board of Directors
Adi B. Godrej
Chairman, The Godrej Group
Nadir B. Godrej
Managing Director, Godrej Industries Limited Chairman, Godrej Agrovet Limited
Tanya A. Dubash
Executive Director & President (Marketing), Godrej Industries Limited
V. F. Banaji
Executive Director & President (Group Corporate Affairs), Godrej Industries Limited
Mathew Eipe
Executive Director & President (Chemicals), Godrej Industries Limited
Milind Korde
Managing Director, Godrej Properties Limited
A. Mahendran
Executive Director & President, Godrej Sara Lee Ltd.
Hoshedar K. Press
Executive Director & President, Godrej Consumer Products Limited
Mohan P. Pusalkar
Executive Director & President (Corporate Projects), Godrej Industries Limited
C. K. Vaidya
Executive Director & President Business Excellence, Godrej Industries Limited
B. S. Yadav
Executive Director & President, Godrej Agrovet Limited.
2.2 HISTORY OF GODREJ AGROVET Godrej Agrovet Limited is an Rs 1000 Crores company. Manufacturing facilities spread over 40 strategic locations. Its network is over 10000 distributors, dealers and C&F agents. First Company in India to retail processed fresh chicken, under the brand name "Godrej Real Good Chicken". First Company in India to retail fresh fruits and vegetables under the brand name
“Godrej Nature’s Basket” First Company in India to set up rural service & retail chain for complete Agri-solutions under the brand name “Godrej Aadhaar”
2.3 COMPANY PROFILE Godrej Agrovet was formerly a division of Godrej Soaps Limited. It was set up as a separate company with focus on the Agri-sector. Over the years, the company has developed and nurtured a close relationship with farmers. Providing them with innovative Products as well as educating them on world-class farming practices. Together with its subsidiaries Goldmohur Foods and Feeds Limited and Golden Feed Products Limited , Godrej Agrovet has revenues close to Rs 1000 Crores (US $ 250 million - FY 2007). The activities of the company are vast: Compound Animal feeds, Agricultural Inputs, Integrated Poultry Business, Oil Palm Plantations, Plant Biotech, Retailing of Fresh Farm Produce in urban areas, and rural retailing of a wide range of products including Agricultural inputs. Godrej Agrovet acquired Goldmohur Foods and Feeds Limited from Hindustan Lever, a Unilever subsidiary in India, in 2001.Goldmohur Foods and Feeds Limited enjoys strong brand equity due to its poultry and cattle feed brands. Goldmohur Foods and Feeds Limited have a state-of-the-art R&D centre in Bangalore named 'ANIC' (Animal Nutrition Innovation Centre). This centre is devoted to development of innovative animal feed products. Today, Godrej Agrovet together with its subsidiaries has manufacturing facilities spread over 40 strategic locations and a network of over 10,000 distributors, dealers and C&F agents. In its journey of growth, Godrej Agrovet has set new standards of corporate performance, reliably delivering quality products and services to all its customers at competitive prices.
STRATEGIC TIE-UPS: Strategic tie-ups and acquisitions have been a way of life at Godrej
Agrovet Limited. Meaningful alliances and useful acquisitions have been providing impetus to its growth. The acquisition of business has been in different segments ranging from Goldmohur Foods and Feeds (Animal Feed), to India Poultry Farm (Poultry), Krithika (Oil Palm Plantations), and Higashimaru (Marketing of Shrimp Feed). Strategic investments have been made in business, which have a strategic fit and which complement our business e.g. Creamline (Diary), Polchem (Bio-technology).
GLOBAL FORAYS: Having successfully grown to be the leader in many segments, Godrej
Agrovet feels confident to take on global competition and has started making its presence felt in
the international arena too. A joint venture with ACI Group of Bangladesh for poultry and feed operations in Bangladesh, and acquisition of controlling stake in Al-Rahaba, which runs broiler farms in UAE exemplify this confidence.
2.4 Board of Directors •
Nadir B. Godrej Chairman
•
Jamshyd N. Godrej
•
Ardeshir B. Godrej
•
Balram Singh Yadav Executive Director & President
•
Dr. Sudheer L. Anaokar
•
Vijay M. Crishna
•
Tanya A. Dubash
•
Kavas N. Petigara
•
Amit B. Choudhury
•
Nisaba A. Godrej
2.5 GODREJ GROUP PROFILE Started in 1897 as a lock manufacturing company, the Godrej Group is today one of the most accomplished and diversified business houses in India. Godrej’s success has been driven by the company’s commitment to delivering innovation and excellence. Through the consistent application of this commitment and a century of ethical business conduct, Godrej has earned an unparalleled reputation for trust and reliability.
In 1930, Godrej became the first company in the world to develop the technology to manufacture soap with vegetable oils; that spirit of innovation has continued throughout the organization’s history. Today Godrej is delivering consumers exciting innovations across a spectrum of businesses. The company’s pursuit of excellence is equally well established and enduring. In the 1944 Mumbai docks blast, Godrej safes were the only security equipment whose contents were unharmed; an equal level of product quality continues to be expected from every product bearing the Godrej brand name. Godrej management understands that the company’s greatest asset is the
trust and faith that consumers have reposed in it, and recognizes that the company must continue to earn this trust. This translates to the organization delivering outstanding quality and value in everything it does. Godrej’s ethical and visionary practices have allowed the company to successfully expand into a number of businesses. Today Godrej is a leading manufacturer of goods and provider of services in a multitude of categories: home appliances, consumer durables, consumer products, industrial products, and agri products to name a few. A recent estimate suggested that 400 million people across India use at least one Godrej product every day. The group has more recently entered the real estate and information technology sectors, and management views these as avenues for enormous growth.
The 6000 Crores - FY 2007 (US $1.5 Billion) Godrej Group is one of India's largest professionally run private sector groups. It has a well-established presence in varied businesses ranging from foods and consumer durables to real estate and information technology. In 1997, Godrej completed 100 years of service to the nation. Today, the name Godrej is synonymous with Quality & Trust. It is amongst the most admired Business Groups in India, delivering quality products and services to its customers at competitive costs.
2.6 PRODUCT RANGE OF THE GODREJ AGROVET
ANIMAL FEED DIVISION Godrej Agrovet has a rich experience of over 3 decades in the business of Animal Feeds. Starting from humble beginnings of a single feed mill in Mumbai, it has grown into the largest producer of commercial Animal Feed in India, with a strong presence in Dairy Feed, Aqua Feed and Poultry Feed sectors. Its production facilities are spread over 40 locations across the country. Despite the vast geographical and cultural diversity of India, Godrej Agrovet has managed to develop quality feeds appreciated by farmers across the country. This can only be attributed to its strong grass root level understanding of India. Godrej Agrovet's success in the livestock sector is based on a single guiding principle what’s good for the consumer is good for the business. A great example of this philosophy in action is Manthan - a highly creative and effective demand creation model that guides and provides customized solutions to help cattle farmers increase milk output and also market the end produce.
Such successful initiatives have not only benefited the farmers, but have also made Godrej Agrovet the leader in this business.
Key Highlights
•
No. 1 in cattle feed
•
1st to market poultry feed in crumb form
•
1st to market poultry feed in pellet form
•
No. 1 in commercial broiler feed
•
State-of-the-art R&D centre 'ANIC'
•
Strong brand equity for poultry feed brands
INTEGRATED POULTRY BUSINESS It is foresight that led the way for Godrej Agrovet in the Indian poultry industry. Godrej Agrovet envisaged that poultry farming would evolve from a backyard business to a consolidated, value added business. Godrej Agrovet set up Integrated Poultry Business (IPB) in 1999 with a view to organize the chicken processing industry and give it a professional and modern approach. Today, the company covers the whole spectrum of the poultry business. Right from breeding, hatching rearing of broilers to processing and marketing of its branded chicken ' Godrej Real Good Chicken’ Integrated Poultry Business has turned out to be one of the key diversifications of Godrej Agrovet. It has the support of world-class infrastructure, professionalism and the relentless pursuit of providing the Indian consumer with superior quality products. From breeding to retailing
Grandparent Farm: Is located at Bangalore and has an in-house laboratory that follows global
standards for bio-security, sanitation and management practices.
Parent Breeding: Over 20 parent breeding farms in south and west India
Hatchery: Has state-of-the-art facilities, catering to both domestic and international markets.
Contract Farming: Has operations spread over South and West India. Working with over 1000
farmers
Godrej Real Good Chicken : In May 1999, Godrej Agrovet introduced the Indian consumer to
the concept of processed fresh chicken by launching Godrej Real Good Chicken. Godrej Real Good Chicken has over the years, become a popular household name across various cities in India.
Key Highlights •
First to give the poultry industry in India a professional and modern approach.
•
Covers entire spectrum of the poultry business, from farm to plate.
•
Has world-class farms and state-of-the-art processing plants
AGRI-INPUTS The Agri-Inputs division of Godrej Agrovet Limited was started in the year 1997. Its primary objective was to market plant growth promoters developed by the company's very own in-house R&D Department. There's been no looking back since then. Today, the division can take credit
for creating many unique and innovative agricultural solutions that cover the entire range of agricultural crops.
These products, while improving agricultural productivity and profitability, cause zero -minimal damage to the environment. The company also provides farmers with technical advice and services. A technically qualified field force works with the farmers, conducting method and result demonstrations to educate them on maximizing farm productivity.
Key Highlights •
Largest marketer of unique innovative agricultural products
OIL PALM DIVISION In order to bridge the widening gap between demand and production for edible oils in India, Oil Palm Division was started in the early 90's. Over the years, Godrej Agrovet has developed 6500 hectares of oil palm in the States of Andhra Pradesh, Goa and Karnataka. Oil mills have been set up in Andhra Pradesh and Goa. Oil Palm plantation activities have also been taken up in Gujarat, Orissa and Mizoram. Godrej Agrovet has put together a dedicated extension team that helps oil palm growers improve productivity. Godrej Agrovet has set up one-stop shops providing farmers with seeds, fertilizers, pesticides, technical guidance on cultivation and 100% buyback of fresh fruit bunches. With such a strong commitment to development and service, it is no wonder that Godrej Agrovet is today, the largest producer of palm oil in the country.
Key Highlights
•
Largest producer of palm oil in India
•
Dedicated and trained team
•
Factories in Andhra Pradesh and Goa
•
Supported by best quality seeds & 100% buyback of fresh fruits
PLANT BIOTECH DIVISION Godrej Plant Biotech Division is engaged in micro-propagation of plants through tissue culture. It is also actively involved in contract research on another culture, seasonal variation, production of secondary metabolites through plant cell culture and genetic engineering. It also exports foliage, flowering, fruits and medicinal and oil bearing plants. The Division has four growth rooms conforming to US class 100, 40 laminar airflow workstations and a large environmentally controlled fully automated greenhouse for hardening tissue culture plants.
Its also provides technical guidance ranging from resource analysis to crop production and produce marketing. This guidance is provided in three phases:
Phase 1: Pre-planting: The Company carries out resource analysis on soil and water and provides advice on climatic suitability to the crop.
Phase 2: Planting to harvest: A wholesome crop cultural practice is provided. Periodic visits are conducted to monitor the crop and ensure full productivity.
Phase 3: Post-harvest and marketing: The company provides market intelligence on produce marketing in different parts of the country.
Godrej Aadhaar The first Godrej Aadhaar Centre was started in December 2003 in Manchar, Pune District. Since then Godrej Aadhaar Centre’s have been set up across the country in the states of Maharashtra, Gujarat, Punjab, Haryana, Andhra Pradesh, Tamil Nadu, Orissa and West Bengal. These centres provide valuable technical guidance, soil & water testing services. They also retail quality products of leading companies. Aadhaar centre’s also a facilitate credit to farmers and provide a platform to sell their produce. To farmers, it’s a complete solution under one roof.
Key Highlights •
Godrej Aadhaar, to provide complete agricultural solutions to farmers
NATURE'S BASKET
Nature’s Basket is the first-of-its-kind store selling a wide range of vegetables, fruits and herbs, both local and exotic. The first Nature’s Basket outlet was opened at Bhulabhai Desai Road, Mumbai. Two more Nature’s Basket outlets have opened at Cuffe Parade, South Mumbai and Lokhandwala, North Mumbai. Many more outlets are in the offing in different cities across the country.
Key Highlights •
Nature’s Basket, a first-of-its-kind, one-stop retail outlet for fresh farm produce
CHAPTER-3
OBJECTIVES OF THE STUDY & RESEARCH METHODOLOGY
3.1 OBJECTIVES OF THE STUDY
To study the views of different dairy farmers about overall feed
To study various features provided by different feed brand mainly Godrej, Tara, Markfed by having a comparison study of quality, cost, delivery etc
To know various marketing strategies used by different feed companies in order to reach feed buyer
To study the perception of dairy farmer that how they perceive different feed brands when they look of at price and other services
3.2 SCOPE OF THE STUDY The scope of study was not limited up to one FEED Industry but it also covers the survey of the sample that represents the whole population. It is done in order to know the customers awareness of feed Industry.
3.3 RESEARCH METHODOLGY
3.3.1 SOURCES OF DATA i)
Primary data:
Primary data are those, which are collected afresh and for the first time, and thus happen to be original in character. It is the backbone of any study. It is obtained from respondents with the help of widely used and well-known method of survey, through a well-structured questionnaire.
ii)
Secondary data:
Secondary data are those which have already been collected by someone else and which have already been passed through the statistical process. In this case one is not confronted with the problems that are usually associated with the collection of original data. Secondary data either is published data or unpublished data. Secondary data is collected from govt. publications, journals, magazines, financial records, web sites and annual publications of the company. In this study secondary source used is websites.
3.3.2 SAMPLE PLACE
Sample is taken from FEROZPUR DISTRICT. These include those farmers who have diaries are taken to be consideration.
3.3.3 SAMPLE PLAN •
SAMPLE SIZE: A sample of minimum respondents will be selected from various
areas of Ferozpur. An effort has been made to select respondents evenly. The survey is carried out on 50 respondents •
SAMPLING UNIT: - It indicates who is to be surveyed. The researcher must define
the target population that will be sampled. In this project sampling unit is all the farmers, dairy farmers, feed buyers, etc of Ferozpur •
SAMPLING TECHNIQUE: For the purpose of research random sampling is being
used. Randomly we catch the different people from different areas of Ferozepur Distt. Every respondent has his different viewpoint about the topic and they fill the questionnaire accordingly. The entire respondents are chosen randomly.
3.3.4 METHODOLOGY & PRESENTATION OF DATA
The data so collected is than coded in the tables to make the things presentable in more effective. The results of various statistical tools that is CHI SQURE shown through Bar Diagrams and Charts which helps me out in easy and effective presentation and hence results are being obtained.
LIMITATIONS OF THE STUDY Carrying the survey was a general learning experience for us but we also faced some problems, which are listed here:
•
The market of Godrej Agrovet is too vast and it is not possible to cover each and every dealer, manufacturer and seller in the available short span of time.
•
Generally the respondents were busy in their work and were not interested in responding rightly.
•
Respondents were reluctant to discover complete and correct information about themselves and their organization.
•
Most respondents were not maintaining proper records of their feed consumption, so they were unable to provide exact information.
•
Most of the respondents don’t want to disclose the information about the various other companies’s from whom they buy feed.
•
Most of the respondents were using the feed of more than one company and they were not able to properly differentiate among their product.
•
Due to human behavior information may be biased.
CHAPTER-4
DATA ANALYSIS & INTERPRETATION
Q1:- How many cattle and buffalos do you have? Options
No. of Selected
a) 1-5
20
b) 5-15
23
c) 15-30
7
d) More than 30
0
25 20 15
a) 1-5 b) 5-15
10
c) 15-30 d) More than 30
5 0 No. of Selected
Interpretation: -From the above table I come to know that most of the people have 5-15 cows or buffalos, and their is 20%of people who have 1-5 cattle or buffalos. There is less no. of farmers or only dairy farmers who have 15-30 animals.
Q2: - Which type of cattle you have? Options Desi Valati
No. of Selected 2 12
12 10 8 Desi
6
Valati 4 2 0 No. of Selected
Interpretation: -From the above table, there is only 28% of people in the area who have cows. Major part is valati and minor is desi.
Q3:- Do you use feed? Options Yes No
No. of Selected 50 0
50 40 30 Yes No
20 10 0 No. of Selected
Interpretation: -In the above table i go to only those people who use feed.
Q4: - Which feed you are currently using? Options Home Mix Compounded
No. of Selected 14 36
40 35 30 25 Home Mix Compounded
20 15 10 5 0 No. of Selected
Interpretation: -In the above table graph show that most people use compounded feed than home mix.
Q5:- Reason for not using compounded feed? Options
No. of Selected
a) Quality
4
b) Cost
0
c) Trust
8
d) Awareness
1
8 7 6 5
a) Quality
4
b) Cost
3
c) Trust d) Awareness
2 1 0 No. of Selected
Interpretation: -From the above table graph show that most of the people don’t have interest in compounded feed.
Q6:- If compounded feed then which brand?
Options
No. of Selected
a) Godrej
12
b) Tara
15
c) Markfed
6
d) Any other
17
14 12 10 a) Godrej
8
b) Tara
6
c) Markfed
4
d) Any other
2 0 No. of Selected
Interpretation: -From the table it depicts that most of the farmer use local brand feed, like Goka, P4, and Makhan Malai.
Q7:-From where you, come to know about that particular feed?
Options
No. of Selected
a) By advertisement
10
b) By neighbors
25
c) By relatives
9
d) By shopkeeper
6
18 16 14 12
a) By advertisement
10
b) By neighbors
8
c) By relatives
6
d) By shopkeeper
4 2 0 No. of Selected
Interpretation: -From the above table I come to know that most of the farmers come to know about that feed brand from their neighbors, and average of the farmer come to know from their relatives
Q8:- What you like in that particular feed?
Options
No. of Selected
a) Price
8
b) Quality
35
c) Delivery
5
d) Any other
2
35 30 25 a) Price
20
b) Quality
15
c) Delivery
10
d) Any other
5 0 No. of Selected
Interpretation: -From the table it depicts that most of the farmer like quality of the feed, price is also liked by mostly markfed consumer.
Q9: - How much quantity of feed you are giving per cattle in K.G?
Options
No. of Selected
a) 1-2
3
b) 2-4
39
c) 4-6
7
d) More than 6
1
40 35 30 25
a) 1-2
20
b) 2-4
15
c) 4-6
10
d) More than 6
5 0 No. of Selected
Interpretation: -From the graph it depicts that most of the farmer give 2-4 kg of feed per cattle. which gives the farmers good results.
Q10:- Have you heard about Godrej feed?
Options Yes No
No. of Selected 39 11
40 35 30 25 Yes
20
No
15 10 5 0 No. of Selected
Interpretation: -Above table show that there is a large no. of people who heard about Godrej feed, but there is some people who don’t aware of Godrej.
Q11:- Have you ever used Godrej feed? Options Yes No
No. of Selected 24 26
26 25.5 25 Yes
24.5
No 24 23.5 23 No. of Selected
Interpretation: -Above table show that there is approximately 50% of people who ever used Godrej feed, and other farmer did not use it.
Q12: - How much milk you are getting per cow?
Options
No. of Selected
a) 3-5
3
b) 5-10
12
c) 10-15
9
d) 15-25
2
12 10 8
a) 3-5
6
b) 5-10 c) 10-15
4
d) 15-25
2 0 No. of Selected
Interpretation: -Above table show that there are only 24% of people in the area who are getting 5-10kg of milk from per cow, and their are 18%people
who are getting 10-12kg milk per cow and others are getting less milk .
Q13: - How much milk you are getting per buffalo?
Options
No. of Selected
a) 3-5
5
b) 5-10
30
c) 10-15
10
d) 15-25
0
30 25 20
a) 3-5 b) 5-10
15
c) 10-15 10
d) 15-25
5 0 No. of Selected
Interpretation: -Above table show that there are only 60% of people in the
area who are getting 5-10kg of milk from per buffalo, and their are 20%people who are getting 10-12kg milk per buffalo and others are getting less milk .
Q14: - For which purpose you are using milk?
Options
No. of Selected
a) For Sale
0
b) For own consumption
10
c) Both
40
40 35 30 a) For Sale
25 20
b) For own consumption
15
c) Both
10 5 0 No. of Selected
Interpretation: -Above table shows that there is a less no. of farmers who don’t sell milk, most of the farmer use branded feed for selling milk .
Chi Squire Test
Crosstabs Case Processing Summary Cases Valid N HEAR * USE
Missing Percent
50
N
100.0%
Percent 0
.0%
HEAR * USE Crosstabulation Count USE yes HEAR
yes no
Total
no
Total
Total
15
20
35
0
15
15
15
35
50
N
Percent 50
100.0%
Chi-Square Tests
Value
df
Asymp. Sig. (2-
Exact Sig. (2-
Exact Sig. (1-
sided)
sided)
sided)
Pearson Chi-Square
9.184a
1
.002
Continuity Correctionb
7.256
1
.007
13.283
1
.000
Likelihood Ratio Fisher's Exact Test
.002
Linear-by-Linear Association
9.000
N of Valid Casesb
1
.003
50
a. 1 cells (25.0%) have expected count less than 5. The minimum expected count is 4.50. b. Computed only for a 2x2 table
CHAPTER-5
CONCLUSION &
.001
RECOMENDATION
Shop Keeper As my first visit was Mr. Kapil Kumar Agency holders of the area. He gave me basic knowledge about feed, Godrej feed types and competitors. He also made me aware about various consumer of Godrej feed. I also come to know that the biggest competitor of Godrej feed in the area is Tara feed. After that I visit to agency holder of Tara feed. He showed me three samples of Tara feed that was in little boxes. We can have an idea of the quality of different feed samples by just smelling those samples. He also told us various consumers and there home towns of Tara feed. From these two agency holders we came to know that:
Tara feed has more demand than Godrej feed in the area.
There are some complaints about Godrej feed by the consumer.
Consumer has a good perception toward Tara than Godrej.
Godrej agency holder are not satisfied with the supply chain management of the company as they think Tara has a more good supply chain management as when there truck came for delivery they deliver goods also on those shops those has given order to agency holder. But it is the responsibility of Godrej agency holder to deliver goods to other shopkeepers that increase cost of goods.
One more complaint by shopkeeper is that Godrej feed has fewer margins that is 10-15 per feed bag, where Tara has about 25-30.
Farmers & Dairy farmers Now after have a visit of agency holder I started my survey to different villages of the area. I meet about 50 farmers those use feed. Some of those use Home Mix and some of them Compounded feed. Some seemed very satisfy and some giving complaints. From total farmers those have cattle and buffalo 95 % used feed, from those 95% farmers 60% use home mix and 35% compounded feed. As there is a very low ratio of those consumers who prefer compounded feed. I have set some objectives for these my surveys and my findings are according to my objectives-
To study the views of dairy farmer about compounded feed
Most of the farmers have not good views about compounded feed. They think that it is injurious for the health of animal.
It contain more quantity of Urea that is not good for the health of the animal
It should not make animal feed hot in the summer season.
Compounded feed does not help in increasing the quantity of milk as its price is paid.
They don’t have trust in ingredients used in compounded feed. Price should be less.
The perception of dairy farmer how they perceive different feed brands when they look at price, quality, services etc.
Different farmer has their own views about different feeds. Quality is major thing which affect their perception. if some feed is giving good result then they have good perception towards that feed.
Price also affects the mind set of a farmer. If price of a feed is high and its results are low then they don’t perceive it well.
If some feed providing good service like Tara provides good service and everyone know Tara because of its service and quality, and then it always take place in the mindset of farmer.
Features provided by different feed brand mainly Godrej, Tara, and Markfed by having a comparison study.
Tara provide a big amount of saving to shopkeeper on selling each bag of feed like it gives 30 to 40 rupees on each bag but Godrej gives only 15 to 20 rupees that’s why shopkeeper prefer Tara than Godrej.
From my surveys I have found that Tara is giving a very good result. that they got 8-12 liter milk by using Tara but Godrej has not such results.
But I also found problems with the health of animals those who are using Tara like animal started eating less in hot summer days and animal feel weakness. It is also harmful for cow’s child. But Godrej consumers have no such kind of problems.
They told me
Marketing strategies used by different feed companies in order to reach feed buyer Different feed companies have different strategy to increase his sale and capture more and more market
Tara always arranged camp in different villages that give awareness to farmers about various Agri inputs mainly feed. They also provide tea and snacks to those farmers who visit to their camp.
As Tara sends a lot of buses in different villages and provide farmers a visit to industry. They showed them their production plants and other equipment used for production. They showed them production process and ingredients used for production. That helps industry to have a good and loyal relation with farmers.
Conclusion
As from my all study, I have concluded that Godrej feed capture major part of feed market in India. In Punjab the sale of Godrej is good in big cities but in little villages of the area there are very less no. of people who use branded feed. A very small part of people is its real consumer. According to me there are various reasons for less sale of feed but the major reason is people are using home mix more than compounded feed. Another reason is people are using local brands and big dairy farmers who have daily 75-150kg of consumption use their own sources to make feed. There is a large no. of people who didn’t aware of Godrej feed the biggest reason of nonawareness is less manpower for marketing and less advertisement of the product. Other brands that is more preferable than Godrej due to good advertisement strategies used by them. As I already explain it in my findings. According to me Godrej Agrovet should spend a lot of money in order to create a good brand image and awareness of the product to consumer. Godrej can also think about some good marketing strategies that can implement in the area. As we come to know
that some farmers who have visited to Godrej Adhar are very impressed by services and various features provided to farmers I think there is thousands of villages and million of farmers in the area, and I think the best place for Godrej Adhar is on the main road of Ferozepur to Fazilka that combine all the villages to it. Godrej Adhar helps farmers in providing awareness about various agri input and also provide various services like bank loan etc. Thus Godrej Adhar can be a good source of creating a good relation with farmers. It is also a source of advertisement. People are expecting more good results from Godrej feed. Overall I found that farmers who are using Godrej feed are satisfy with the quality of Godrej feed but due to some bad stock they are not fully satisfy but they want to make a good and loyal relation with the company.
RECOMMENDATIONS
On the basis of conclusions drawn & enumerated in previous pages, an attempt has been made to suggest the following recommendations.
1. The study revealed that marketing is the area which seems to be neglected
because the
company products were in great demand. However the scenario is changing, which makes it necessary for the company to establish a full-fledged marketing department. The company should change its stance from production oriented to marketing oriented.
2. Presently the company seems to be depending on depot sales but direct sales marketing and sales through agents are the other avenues available to the company. Hence the company may concentrate on direct sales marketing through personal selling or marketing representative
follow up with industrial consumers.
3. The company should develop a marketing information system, at present through its depot managers and existing agents further with the help of personal selling staff.
4. The company is advised to formulate a promotion mix keeping in mind a changing scenario of market. To begin with, the company may advertise the product and the company brand in industrial journals like “Indian Feed” & in future introduce sales promotion through additional agents and personal selling staff which would constitute a proper mix.
5. Company should provide food and Stephen to the trainees. So that the students give their best effort to make the project in such a way which is beneficial for the company
5.3 BIBLIOGRAPHY
5.3.1 Referred Books
1. Aggarwal .S.L.,Bharwaj .S.L., Gupta .S.P., Singh .Hardeep (2000), “Ouantitative Techniques” Kalyani Publishers, Ludhiana 2. Kotler Phillip (2007),”Marketing Management” Macgroth Hill, New Delhi
5.3.2 Articles
Bringing the Land Back to Life - raising cattle in environmentally sound
farms, Written by Tim King (1999)
Animal Nutrition Written by Emmy Koeleman (2008)
Cattle feed is often a sum of animal parts, Written by Mark Sherman (2004)
Feeding for breeding , Written by Bethany Lovaas (2006)
Diseases carried in cattle feed , Written by Ken smith (1998)
Feed Efficiency, Written by Mike Mehren (2007)
Feed Supplements, Written by Mike Mehren (2008)
Feeds that can be used to replace grain, Written by Mike Mehren (2006)
Summer Fly Control on Cattle, Written by W. Dee Whittier (2000)
Web Sites www.feedmachinery.com/articles www.feedmachinery.com/articles/feed www.wind-works.org/articles/feed_laws.html www.oregonfeed.org/mehren.htm www.poulvet.com/poultry/articles/mycotoxins_binders.php www.feedmanufacturing.com www.amazines.com/article_feed.cfm www.articlegimp.com
www.netmanners.com/email-etiquette-rss-feed.html www.4kids.tv/buzz/feed www.yardbarker.com/sites/view_rssarticles/402 www.feedmanufacturing.com/articles/feed-safety www.feedagg.com/feed/7731/Articles-by-Kathleen-Krueger
ANNEXTURE
Questionnaire Perception of Dairy Farmers towards Different Cattle Feed Brands Available in the Market NameAddress-
Contact no.OccupationQ1:- How many cattle and buffalos do you have? a) 1-5 b) 5-15 c) 15-30 d) More than 30 Q2: - Which type of cattle you have? a) Desi b) Vallati Q3:- Do you use feed? a) Yes b) No Q4: - Which feed you are currently using? a) Home Mix b) Compounded Q5:- Reason for not using compounded feed? a) Quality b) Cost c) Trust d) Awareness Q6:- If compounded feed then which brand? a) Godrej b) Tara c) Markfed d) Any other Q7: - From where you come to know about that particular feed? a) By advertisement b) By neighbors c) By relatives shopkeeper Q8:- What you like in that particular feed? a) Price b) Quality c) Delivery d) Any other Q9: - How much quantity of feed you are giving per cattle in K.G? a) 1-2 b) 2-4 c) 4-6 d) More than 6 Q10:- Have you heard about Godrej feed? a) Yes b) No Q11:- Have you ever used Godrej feed? a) Yes b) No Q12: - How much milk you are getting per cow? a) 3-5 b) 5-10 c) 10-15 d) 15-25 Q13: - How much milk you are getting per buffalo? a) 3-5 b) 5-10 c) 10-15 d) 15-25 Q14: - For which purpose you are using milk? a) For sale b) Own consumption c) Both
d) By
