Parameters Environmental Opportunity/ What should be Strength/ Implications for

as per variable Threat done to Weakness marketing

priority encash/supress?
Availability Raw materials Threat Vibrant Strength Maintain good
of Product – maize, soy procurement broker relationships
etc. channel
Seasonality of Threat Procurement Weakness Warehousing
Raw materials plans based on
state production
and its season
production Opportunity Great Strength Ensure availability
capacity distribution as per demand
Network
Functioning Different needs Opportunity Different Strength Targeting
products based
on needs
Humidity Threat Suitable damp- weakness Ensure proper
proof packaging handling
material

Special Threat JV with Feeder Weakness Additional

Feeders producing investment for new
companies / Poultry farms
Chicken (convince)
contract
providers
Utility Competition Threat Emphasise on Strength Market leader &
related the benefits & special R& D
factors diverse product facilities
needs,
Strengthen Market it as a
market channel quality product i.e.
to be sold to traders
Demand Seasonality of Opportunity Find months and Strength Maintain logistics
related chicken festival needs of & Production in
factors chicken Manufacturing
plants

Credit limit Threat Extend credit Strength Investment

limit to
untapped market
& extend
dealers
 Acceptance Farmer’s Threat Increase Weakness Position as a
-Micro perception Emotional Product to double
connect the weight,
Market it as value
for money i.e.
farmers can sell at
higher price for
higher quality
Acceptance- Sourcing Threat Ensure Weakness Positioning it as
Macro sustainable Qualified and
sourcing certified products

Marketing 1.availability Threat Channel weakness Channel members

related of channel members must should know the
members be increased USP of this specific
product

2.knowledge of Threat Educate channel Strength Should educate

channel members about farmers regarding
members USP the usage

3.availability Threat Show in local weakness Various channels

of advertising languages will increase the
channels reach

Attributes:

1. Search attributes: These can be seen and evaluated even before the consumption
Eg: Packaging, Sealing etc

Search attributes is ensured through availability by extensive dealers contact in

nearly 21 states, Packing depicts the usage and brand, they have highly creative
and effective demand creation model, they were the first to introduce poultry feed
in crumb and pellet

2. Experience attributes: These can be evaluated only after consumption.

Eg: taste, odour etc.

Guiding principle: “What’s good for customer is good for business”

Commitment to quality is their first guiding value at affordable price
3. Credence attributes: These cannot be evaluated even after consumption. They
generally indicate brand loyalty.
Eg: purity, standards etc.
 Godrej now portraits itself as market leader, no.1 in Commercial broiler field,
with strong brand equity for poultry feed brands, (5 decades old brand)
Recommendations:

1. Indian organized feed industry produces around 3 million tons of feed/year, which is
only 5 percent of its actual potential. A substantial quantity of feed is prepared by the
farmers themselves in order to reduce the feed cost as 80 %of expense is incurred
from feed cost
2. Collaboration with state departments with respect to dealers of mid-day meal scheme
egg providers to form a MOU with respect to feed supplements
3. Competition mainly occurs at two level i.e. regional players & farmer indigenous feed
which should be tackled by promoting risk and emotional informative communication
methods
4. The margin the company working on is shrinking due to increased risk of price
fluctuation in raw materials of feeds so innovative alternate products is next
opportunities