TERM PAPER OF MARKETTING

MANAGEMENT&RETAIL CONCEPT

TOPIC :- GODREJ AADHAR

Introduction of godrej aadhar

Godrej Aadhar

Godrej Aadhar, the agriculture services cum retail initiative of Godrej

Agrovet Ltd. The first Godrej Aadhar Centre was started in December
2003 in Manchar, Pune District. Godrej Aadhar Centers have been set up
65 stores across the country in the states of, Maharashtra, Gujarat Punjab
Haryana, Andhra Pradesh, Tamil Nadu, Orissa, and West Bengal
Godrej Aadhaar is the India’s first agriculture service cum rural retail
venture of Godrej Agrovet, an initiative started to strengthen its age old
relations with the Indian farmers. The uniqueness of Godrej Aadhaar
lies in their ability to touch the lives of the Indian farmers, their families
and their communities by offering great value propositions all under one
roof. The large format retail stores under Godrej Aadhaar mark the
beginning of a chain which shall form the farmer’s Aadhaar for
“Unnati, Ghar Sansar and Gaon”
It is a complete solution provider for the Indian farmers and provides
professional guidance with an objective to improve productivity, higher
returns and improved cost benefit ratio

Work

Each Aadhar outlet services around 20 villages in its radius. Every

Aadhar has a team of qualified Agronomists who interacts with farmers
on a daily basis and travels to the villages in the interior to educate them
on farm practices. They ask and advice the farmer on the site and help
them for better productivity
Services

These centers provide valuable technical guidance, soil & water testing
services. They also retail quality products of leading companies.
Aadhaar centers also a facilitate credit to farmers and provide a platform
to sell their produce. ; buy back of output, crop finance Supply of agri-
inputs and animal feeds Transfer of information (weather, price, and
Demand supply) Delivery of products among other things to farmers, it’s
a complete solution under one roof. On the basis of feedback they have
also develop basic food Grocery Apparel footwear to furniture
Kitchenware home appliances value-added services including banking,
postal services pharmacy to be made available at these stores to ease the
burden of the entire farmer community. It is planning to set up at least
1,000 stores across rural India in the next five years. The company will
invest an estimated Rs 750 crore to roll out the retail venture across the
country and is in the process of roping in Corporate to partner in the
venture. The mini petrol pumps for diesel supply the G.A are
collaborated with many Indian companies to target the untapped market
of India.
TATA, FUTURE GP
APOLLO PHARCY -Aadhaar outlets called Apollo Aadhaar Pharmacy
Are some of the companies which have joined hands to make their
presence in this market.

SERVICES PROVIDED BY AADHAR

a) Soil & water testing.

b) Selling branded Org. & Inorganic Chemical Fertilizers.
c) Provided Agricultural Library, Audio &video C.D.
d) Sell of Branded Seeds, Pesticides and Animal Feeds.
e) Provided Advanced Agri. Implements & Seedlings of Tomato
&cabbage
f) Insurance Services.
Retail market strategy

Marketing strategy is a process that can allow an organization to

concentrate its limited resources on the greatest opportunities to increase
sales and achieve a sustainable competitive advantage. A marketing
strategy should be centered around the key concept that customer
satisfaction is the main goal. Marketing starts with market research, in
which needs and attitudes and competitors' products are assessed, and
continues through into advertising, promotion, distribution, and, where
applicable, customer servicing and repair, packaging, and sales and
distribution.
Marketing strategy is a method of focusing an organization's energies
and resources on a course of action which can lead to increased sales and
dominance of a targeted market niche. A marketing strategy combines
product development, promotion, distribution, pricing, relationship
management and other elements; identifies the firm's marketing goals,
and explains how they will be achieved, ideally within a stated
timeframe. Marketing strategy determines the choice of target market
segments, positioning, and allocation of resources. It is most effective
when it is an integral component of overall firm strategy, defining how
the organization will successfully engage customers, prospects, and
competitors in the market arena. Corporate strategies, corporate
missions, and corporate goals. As the customer constitutes the source of
a company's revenue, marketing strategy is closely linked with sales. A
key component of marketing strategy is often to keep marketing in line
with a company's overarching mission statement.
Godrej group has charted a new marketing and branding strategy that
aims at revitalizing the Godrej master brand. The group has unveiled its
new corporate identity recently. The group intends to invest significantly
in its Master Brand as part of a systematic plan for creating a strong
Godrej brand franchise through strategies for product and brand
development, retail channel strategy, communication and talent
management. The initial phase of the initiative will build the Godrej
Master Brand in tandem with the four businesses of personal grooming,
furniture, property and aerospace. Mark Kahn is the Executive Vice
President for Strategy & Business Development at Godrej Agrovet; one
of India’s foremost diversifies agri-business companies. Mark is
responsible for setting the company’s strategic direction, driving sales
growth, and incubating new businesses. He joined Godrej from
Syngenta, where he helped lead initiatives in corporate venture capital,
emerging markets’ strategy, and business group planning

Financial strategy

Financial strategy is concerned with the financial objectives and goals.

Financial Planning is the process of meeting your life goals through the
proper management of your finances. It involves the process of assessing
your financial situation, determining your objectives and formulating a
plan to achieve them. The objective of financial planning is to ensure
that the right amount of money is available in the right hands at the right
point in the future to achieve an individual's life goals. It also allows you
to understand how each financial decision you make affects other areas
of your finances.
Financial Planning can be undertaken
Cash Flow Management
Insurance
Asset Allocation
Investment Planning
Taxation
Estate Planning
A financial plan should include a review of your net worth, goals and
objectives, investment portfolio, cash flow, investments, retirement
planning, tax planning and insurance needs, as well as a plan for
implementing your goal. Better understanding your present financial
position
Questionnaire requires you to list down your assets, liabilities, incomes
and expenditures. This is a process of virtually drawing up your own
Balance Sheet and will help you gain a better grip on your present
financial position.
Godrej Aadhaar, the agri-services and retail plan of godrej Agrovet, has
tied up western union money transfer to provide money transfer facilities
at the rural hubs. Agrovet will also be piloting an educational programme
with IL&FS in December which would provide training in a variety of
subjects to the locals. CK Vida, managing director, Godrej Agrovet said
that the programme would include both vocational training as well as,
Basic English language skills. The company has just opened its first
Greenfield outlet in Barnala, Punjab which is spread over 15,000 square
feet on a single level. This is the company’s 30th outlet, with all the
others being put up on leased properties. Agrovet will be setting up
another 20 outlets by the end of this financial year, with a target of 1000
Aadhaar over the next five to seven years.

RETAIL SITE LOCATION STRATEGY

Retail Site Location means it is the area that retailer consider for locating
their stores. For selecting the retail site location every retailer saw some
conditions. That should be available on that place such as good economic
conditions, Level of competition, cost of operating store, Number of
stores on that area.
RETAIL LOCATION THEORIES

1 retail gravity theory

2 saturation theory

3 buying power index

1 retail gravity theory

Suggests that there are fundamental consistencies in shopping behavior

that yield to mathematical analysis and prediction based on the notion or
concept of gravity.

2 saturation theory

Examines how the demand for goods services of a potential trading area
is being served by comparison with other potential markets.

3 buying power index

Is an indicator of a market's overall retail potential and is composed of

the weighted measures of effective buying income (personal income,
including all nontax payments such as social security, minus all taxes)
retail sales, ad population size.

Follow the four R of scum -right time, right place, right price, right
quantity-reap. Retailing graduating from providing agric-services to
direct sourcing from farmers, Aadhar Retailing is now getting into the
business of output management with farmers across the country. With
the Future Group owning a 70 per cent stake in Godrej Aadhar, the
newly formed company, Aadhar, would now serve as a procurement hub
for the Future Group’s retail formats such as, Food Bazaar and Fair Price
and even become supplier to other retailers across the country.

Meanwhile, the existing 66 Godrej Aadhar outlets would also be Godrej

Industries has started an experimental retail format called Godrej Aadhar
for the rural markets. This format sells FMCG products, fertilizers,
animal feed, etc. Services like banking, insurance, pharmacy, postal
services and petrol pumps have also been planned to make them
Complete convenience hubs in rural areas. At present, there are 24
outlets in eight rural locations across the country and each outlet services
20 villages in its vicinity. Godrej Aadhar has already forged JVs with
Apollo Pharmacy, Tata Agric, Bajaj Allianz Life Insurance and HPCL
for value added services at the outlets. The company plans to set up more
than 1,000 stores by 2010

HUMAN RESOURCE MANAGEMENT

Creating and maintaining an energetic and innovative work culture is at

the heart of their corporate strategy. They strive to create an organization
where in each employee is stakeholder in building and flexibility to
define their canvas of roles and responsibilities.

Human Resource Planning is the process of anticipating and carrying out

the movement of people into, within, and out of the organization. Human
resources planning is done to achieve the optimum use of human
resources and to have the correct number and types of employees needed
to meet organizational goals.
Human Resource Planning (HRP) is a forward looking function. It tries
to assess human resource requirements in advance keeping the
production schedules, market fluctuations, demand forecasts, etc., in the
background. The human resource plan is subject to revision and is tuned
to the requirements of the organization from time to time.
Thus, it is a double-edged weapon. If used properly, it leads not only to
proper utilization, but also reduces excessive labour turnover and high
absenteeism, and improves productivity.
You all must have learned that nothing is as easy as it seems, especially
if it is anything to do with people, remember one needs to take care of
lots of environmental factors- internal such as individual and team
productivity, training and labor turnover through retirements,
resignations, maternity leaves and so on; as well as external!!
That is why we need to plan in advance even for procuring human
resources, which in contrast to a general myth are not abundant!! Thus,
in the same line, we propose that organization can achieve its goals
effective through effective contingencies of all the HR functions; for
example, the structure of an organization and the design of the job within
it affect an organization’s ability to achieve only through the efforts of
people. It is essential therefore, those jobs within the organization be
staffed with the personnel who are qualified to perform them. Meeting
these staffing needs requires effective planning for human resources.
1) HNMAN RESOURCESS PROCESS is a process which includes
various aspects through which an organization tries to ensure that right
people, at right place and at right time are available

2. It involves determination of future needs of manpower in the light of

organizational planning and structure. Determination of manpower needs
in advance, facilitates managements to take up necessary actions.

3. It does take into account the manpower availability at a future point in

the organization. Therefore, it indicates what actions can be taken to
make existing manpower suitable for future managerial positions and the
how gap between needed and available manpower can be fulfilled.

INFORMATION SYSTEMS AND SUPPLY CHAIN

MANAGEMENT

INFORMATION SYSTEMS

Each Aadhar outlet services around 20 villages in its radius. Every

Aadhar has a team of qualified Agronomists who interacts with farmers
on a daily basis and travels to the villages in the interior to educate them
on farm practices.
During March'06 a meeting was organised in New Delhi between Chief
of Marketing & Sales, Sales Manager - Institutional (North) of Tata
Agrico and Category Manager - Agri Inputs of Godrej Agrovet Ltd.
Based on the business model mutually agreed upon, Tata Agrico has
populated the shelves of all 22 Aadhar outlets across the country with
products like Sickle etc. which are saleable to the farmer community.
The main objective of this business venture of Tata Agrico is to enable
its products reach the farmers in the rural interiors of the country at the
right price

Every Sansar is equipped with an administrative office, a training hall, a

crop clinic, a soil-testing laboratory, a research and development farm, a
storeroom an exhibition hall and a retail outlet, all under one roof.
The new generation Aadhaar offers farmers the convenience of shopping
for quality products and services under one top at the best cost. Apart
from Apollo Aadhaar pharmacy, the rural community could also benefit
of a host of other value added services at Aadhaar outlets in the future.
Aadhaar plans to provide facilities such as STD, Photocopy, Fax,
Internet Facilities, Banking & Financial services, Courier/Postal
collection services, Tailoring services for men & women, Saloon, Food
services, Flour mill, Ambulance service, Electronic money transfer and
Travel agents to name a few.

Supply Chain Management

Supply chain management is the top management priority for every
retailer in today’s business scenario. Competition is forcing retailers to
respond to changes in the market quickly. This highlights the growing
importance of supply chain management system in managing stock
availability, supplier relationship, new value, added services, and cost
cutting
The primary goal for the company is customer's satisfaction and if
company cannot reach perfection in this area than all the processes are
worthless. All parts of the vale chain and everything in the enterprise
must be healthy for realization of competitive business processes. If the
company want strong and long-lasting value chain all the links with in
the chain must be prepared to overpass all existing problems.
One of the most important links inside that value chain is definitely
logistics. Logistics is concerned with the physical distribution and
storage of product and services. During the 20th century several
approaches of implementation of logistics were developed. Surely, one
the most famous and most important logistics concept is the just in time
concept. Logistics network has a far wider meaning than just goods
delivery and channel distribution system. it is the total flow of materials,
information and cash from the suppliers' right through an enterprise to
the customers' the flow of materials and cash are opposite' but
information needs be visible trough out to give control over what is
happening in chain.
Logistics forms a specific part of the supply chain. Logistics can be
considered as a tool for getting resources, like product, services and
people where they are needed and when they are desired. It is difficult to
accomplish any marketing or manufacturing without logistical support,
almost impossible. it involves the integration of information,
transportation, inventory warehousing material handling .and packaging.

CUSTOMER RELATIONSHIP MANAGEMENT

A one of the ways could be using company delivery vans which can
serve two purposes – it can take the products to the customers in every
corner of the market and it also enables the firm to establish direct
contact with them and thereby facilitates sales promotion. The average
companies with sizable resources may chip in for syndicated distribution.
Haats and Melas could also be a great platform to display merchandise.
Also, every region consisting of several villages is generally served by
one satellite town termed as Mandi where people prefer to go to buy
their durable supplies. If marketing companies use these feeder towns
they can have a vast coverage of rural arena. Companies can use their
own delivery vans to reach the rural consumers. There are certain
advantages of using delivery vans. They take the products to customers
and retail outlets in every corner of selected rural markets and enable the
company to establish direct contact with the co
Godrej Aadhaar, a complete solution provider for the Indian farmers
provides professional guidance with an objective to improve
productivity, higher returns and improved cost benefit ratio. The services
offered are crop advisory services, soil & water testing services; buy
back of output, crop finance, supply of agri inputs and animal feeds,
transfer of information (weather, price, and demand supply), door
delivery of products etc. While, the venture begun by offering agri
solutions to the farmers, based on their feedback, it has over the last few
months diversified into offering a number of other product categories
like – durables, FMCG, apparels, footwear etc, thus catering to the
complete requirement of the rural household – A one stop shop for Rural
India. A number of corporate are already in the process of partnering
Aadhaar for various projects for furthering the initiative consumers
which helps in sales promotion.

Retail marketing mix

FOUR Ps OF MARKETING

In the early 1960s, Harvard business school identified a number of

company performance that can influence the consumer decision to
company represented a "marketing mix" university in the early 1960s,
suggested that the marketing mix contained 4 Element: product, price,
place and promotion.

1) Product: - the product aspects of marketing deal with the

specification of the actual or services and how it relates to the end users
needs and wants. The scope of a product generally includes supporting
element such as warrantees, and support.

2) Pricing: - this to the process of setting a price for a product, including

discounts. The price need not be monetary; it can simply be what is
exchanged for the product or services, example time energy or attention.
Methods of setting prices optimally are in the domain of pricing science.

3) Placement (distribution):- Raters to how the product gets to the

customer, for example point of sale placement or retailing. This third p
has also sometimes been called place, referring to the channel by which a
product or industry, to which segment (young adults),

4) Promotion: - this includes advertising, sale promotion, including

promotional education publicity and personal selling, branding refers to
the various methods of promoting the product, brand or company these
of elements are often red to as the marketing mix which a marketer can
use to craft a marketing plan. The four up’s model is most useful when
market in low value consumer product. Industrial products services, high
value consumer products adjustment to this model. Service marketing
must account for the unique nature of services. Marketing attempts to do
this by looking at marketing from a long term relationship perspective
rather than individual transaction.

Conclusion
As from my 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 brand 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
area. Conclusions as from my study 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 brand 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
area.

BIBLIOGRAPHY
BOOKS
Retail management by Levi witz pandit
Website

WWW.GOOGLE.COM
www.godrejaadhar.com
www.wikipedia.com
www.answer.com
www.businessindia.com
THANK YOU