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Ninth Five Year Plan is already started and results of previous of plans shows
depressing result
4. Afforestation in India
o Afforestation a programme to protect the requirements of society,
economy and environment is divided to broad categories.
Production forestry : Afforestation programme wherein emphasis
is given on production of timber and wood for industrial use.
Social forestry : A programme which is instrumental in
Protecting social/public by increasing fuel, wood supply,
fodder supply, protection of agriculture fields against winds
Social Forestry are Farm Forestry, Rural forestry and
Urban Forestry
Question 3:
16.
o The concept of Afforestation Marketing focuses on a managerial approach
in promoting afforestation which keeps pace with our socio-economic and
environmental requirements
o The need of the hour is thus an Innovative Marketing approach to
Afforestation by looking at the entire marketing mix and variables that
impact the results.
o This is critical considering the situation that we find ourselves with
unplanned industrialization, polluted cities, degraded forests, ecological
imbalances requiring a sense of urgency.
Question 3:
17.
o Why Market Afforestation ?
o Formulating an optimal afforestation mix that will ensure that a good mix
of trees & plants are selected which makes the program commercially
viable.
o Inculcating Mass Awareness so that barriers are removed from the minds
of the people.
o Making the Afforestation Cost Effective so that it becomes a self-
sustaining initiative which is commercially viable.
o Segmenting the market to identify sensitive Target Segments.
Question 3:
18.
o Developing and Improving on the Benefits the program will have
especially for the Rural Masses.
o Maintaining Ecological Balance taking into account the geography of the
region and specific needs of the local populace.
o Transforming Afforestation from a mere program into a mission for
change.
o Thus we can see that there is a need for an Innovative Marketing Program
that integrates all the above elements to achieve the desired results through
various Marketing Techniques.
o What we lack is the managerial proficiency and commitment required to
undertake such a mission which is what we should aim to bridge in this
session.
Question 3:
19. Question 4:
o What is the relevance of Social Forestry to the Development of Rural
India ? Discuss.
20. Question 4:
o Social Forestry
o Afforestation undertaken as a community development program aimed at
protecting the social / public interest, protecting the environment, and
supplying essential materials to different category of users / industries.
o 3 Key Constituents
Rural Forestry …..Undertaken on Community Panchayat Land
Farm Forestry…..Undertaken on Individual Farm Land
Urban Forestry…..Undertaken in City Land.
21. Question 4:
o Farm Forestry
Afforestation initiative undertaken by Individuals on their farms
lands with or without Government support.
Benefits are as follows
Source of supply of firewood replacing Cow Dung which
can now be used for fodder improving productivity
Helps build a balanced rural economy through supply of
firewood, small timber and fodder meeting daily
requirements and also generating income.
Helps protect agricultural fields against winds, sand casting
& erosion
22. Question 4:
o Rural Forestry
Undertaken on Community Land, Panchayat Lands, Degraded
Forests, Road and Railway sides, canal banks, etc
It includes restoration of derelict area bearing scars of industrial
activity like quarrying, mining, road construction, lime burning,etc
Rural Forestry helps supply essential raw materials to support the
cottage industry like honey, sport goods, silk, edible oil from
seeds, paper, etc.
The rural masses also benefit by way of employment opportunity
the initiative provides
23. Question 4:
o In order to make this work 2 important issues are
(1) Optimal Blend of Rural & Farm Forestry
(2) To formulate a mix of different groups of trees found
commercially viable, environmentally friendly and geographically
acceptable.
o A fair blend of Rural Forestry and Farm Forestry is a crying need of the
rural economy and if we professionally manage the afforestation it will
have a great economic and social impact besides protecting the
environment.
24. Question 5:
o A crying need of the hour is to inculcate Mass Tree Consciousness”.
Discuss this statement in the face of creative promotional strategies that
you expect to be more sensitive in the Indian Setting.
25. Question 5:
o The biggest barrier to change is resistance from people especially with
illiteracy levels being high, people are not sensitive to the need for
afforestation
o The challenge here is to create mass awareness about the need for
afforestation by effectively selling the benefits of these initiatives.
o If we succeed in creating awareness, the “Tree Consciousness” among the
masses would remove all the hurdles in the implementation of the
program.
26. Question 5:
o Segmentation – Target each segment differently…In polluted cities and
specific areas people would be more affected by the environmental
degradation.
o Mass Media needs to be used and Creative Advertisements that draw
attention and simulate interests
o In rural areas, it is important to take the help of Opinion Leaders like
Panchayat Heads, to drive the message across to community
o In a rural setting, religious sentimental values associated with trees (eg.
Pipal, Neem) can be exploited to reach out to an audience who may not be
receptive to logic.
27. Question 5:
o Financial incentives can be offered to the farmers for undertaking
afforestation where the idle land is provided by the Govt and benefits of
the trees grown are shared by the individual
o Govt Personnel to be trained effectively to manage the promotion activity,
be given adequate incentives to motivate them to convince people.
o Folk songs, dramas, road shows to be organized to create awareness
among the masses.
o Public Relation Tools to be used by organizing events, conferences that
get media coverage and draw attention to the need for afforestation.
28. Question 5:
o Govt can tie-up with schools where children are involved in planting
saplings so that the tree consciousness is created at a young &
impressionable age.
o Seminars to be organized in villages during gathering highlighting the
“Economic” benefits – when they see potential for additional income they
would be attracted to contribute.
o Service Providers can encourage their consumers to subscribe to email
bills and help reduce paper consumption, thereby saving trees. Example –
Idea Campaign on Ebills.
o Govt can tie-up with Service Providers, Websites, where urban population
can contribute financially to Afforestation initiatives.
29. Question 5:
o Govt should initiate a national day for Tree Plantation with several
celebrities appealing to different section of the population being involved
in the initiatives.
o Town / City planners to be educated on the need for Afforestation and
how it can help improve the aesthetics of the city besides being
environmentally friendly