Agricultural Inputs

For producing agricultural products, a

large no. of inputs are needed such as:
SEEDS, FERTILIZERS, PESTICIDES, AND
AGRI-IMPLEMENTS etc.
Types of Agricultural Inputs
 Agricultural inputs are categorized
into 2 types:
 Consumable inputs
 Capital inputs
Consumable Inputs
 Manures & Fertilizers
 Seeds
 Insecticides/Pesticides
 Diesel/Oil
 Electricity
Capital Inputs
 Tractors
 Tillers
 Harvesters
 Threshers
 Pump sets
 Sprinklers
 Dusters & sprayers
Marketing strategies for inputs
With special reference to marketing of
seeds, fertilizers, pesticides, and
tractors
Marketing strategies for seeds
 It includes high level of technology and a
high standard of proficiency
 The seed business is a business of trust.
 Non availability of improved seeds of high
quality deprives the farmers of the
advantages of modern technology.
 Production and distribution of improved
seed gained importance
Pricing strategies
 Pricing of seeds is the most complicated
task which includes various aspects:
 The procurement
 Price of seed itself
 Cost of processing
 Certification cost
 Interest cost
 Profit margin
 Transportation cost
 Dealers commission
Promotion strategies
 Wall painting
 Hoardings
 Krishi Melas
 Agricultural exhibition
 Video Shows
Marketing of fertilizers
 Fertilizer is the most important
among all the inputs purchased by
the farmer.
 The use of fertilizers increased and
productivity, for the yield increases
and ease the nutrient constraints on
multiple cropping and land
development programme.
Promotion measures for marketing
of fertilizers
 Interpersonal and group contacts
 Fertilizers festivals or kisan melas
 Television
 News paper and journals
 Special promotional measures
 Village adoption programmes
 Wall painting and hoarding
Marketing of Tractors
 Indian Tractors industry is Rs. 9000 crore
 The major player in tractors manufacturing
are as following:
 Bajaj Tempo
 Eicher
 Escorts
 HMT
 M&M
 Punjab Tractors
 Tafe
In case of tractors there is a need of
clearly identified segment of farmers
which implies several criterias
 Size of land holding
 Nature of land holding
 Types of crops grown and no. of
crops grown in a year
 Labour shortage or high cost of
labour
 Availability of loans
Product mix strategies
 Horse power of the engine
 Low cost of operation
 Reliability of product
 Ease of operations
 Price factor
 After sales service
 Resale value
Pricing strategies for tractors
 The selling price of tractors were
fixed from time to time on the basis
of the recommendation of the bureau
of industrial cost and prices.
 Price segments are more important
than horse power
 Tractors prices are typically lowest at
the small horse power segment
Distribution for tractors
 Loans availability from banks
 Dealership network
 Easy availability of spare parts
 Training on how to use tractors and
minor maintenance.
 After sale service
 Dealer’s contacts with credit
agencies.
Promotion strategies for tractors
 Personal selling
 Word-of-mouth
 Advertising in mass media
 Wall painting
 Organizing credit facilities
 Pamphlets and handout
 Customer relationship management