SUBMITTED TO: SUBMITTED BY: Dr.

Harpreet Singh Sahil goyal

ROLLNO: 18421172
 Agricultural marketing concerned with two aspects
that is the marketing of the farm produces and
marketing of farm inputs that are consumed by the
farmers to produce Agricultural produces.
 Agriculture and allied sector contributes 18% of the
total GDP and provide employment to around 50%
Indian population.
 It is two way marketing process where transaction take
place between i.e. urban-to-rural, rural-to-urban and
rural-to-rural.
 Agriculture
Inputs

Consumable Durable
Inputs Inputs
 Fertilizers ( manures)
 Agrochemicals
 Seeds ( high yielding varieties)
 Veterinary medicines
 Packing material ( gunnies, ropes, twine)
 Oil and lubricants
 Tractors
 Agricultural machineries (thrashers, harvesters)
 Irrigation equipment( motors, pump, sprinklers)
 Farm animals (bullocks, cows, poultry, goat, sheep's
etc)
 Fertilizers is most important among all the inputs
purchased by the farmer with a view to accelerate
agriculture production.
 India is the 3rd largest fertilizer producer in world.
 Marketing of fertilizers is highly controlled by the
government regulations like:- FCO, ECA.
 Availability of fertilizers.
 Prices of fertilizers.
 Availability of irrigation facilities.
 Introduction of new technology.
 Profitability of fertilizer.
 Nitrogen (N)
 Phosphate (P)
 Potash (K)
 PRODUCT
 PRICE
 DISTRIBUTION
 PROMOTION
 Fertilizers fall in three categories base upon nutrients:-
Nitrogenous(N), Phosphates(P), Potassic(K) which are
being supplied to the crops.
1. Straight fertilizer- supply single nutrient
E.g.- ammonium sulphate, urea, calcium ammonium,
nitrate, single super phosphate.
2. Compound fertilizers- which contains more
 than one nutrient e.g.- Di-Ammonium Phosphate(DAP)
complex fertilizer contain nitrogen and phosphate.
3. NPK fertilizer which has all three nutrients.
4. Fertilizers as per Fertilizer control order(FCO)
marketed only on their generic name and not by trade
or brand name.
 Till 1991 the Govt. of India fixed the prices of different
grades of fertilizers.
 From June 1994 except urea fertilizer all other were
decontrolled.
 Decontrol was to reduce the burden of subsidies on
the Govt.
 Rates of subsides varies across the countries and types
of fertilizers.
 Fertilizer subsides is to provide fertilizers to the farmer
at lower prices than its economic prices.
 Government policy dictate the type, quantum
and area of distribution for each
manufacture.
 Earlier the proportion distributed between the
corporative and private trade was in ratio
60:40.
 Presently the trend is reversed, private trade
account for 60% while the corporate and agro
industries corporation for only 40%.
 Manufacturers use their own promotional measures
and create a brand name.
 Inter-personal and group contacts
 Fertilizers festivals and kissan melas
 TV
 Newspaper and journals
 Wall painting and hoarding
 It constitute those chemicals compound that
prevent crops from the attack of the pest,
weeds, fungus, insects and other related
diseases.
 Classification on the basis of purpose for
which it is used i.e. insecticides, fungicides
etc.
 India is second largest producer of the
agrochemicals in world after Japan.
 Insecticides
 Herbicides
 Fungicides
 Pesticides
 Insecticides are the largest product sector
amongst agrochemicals in India contributing
80% of the total market
 Fungicides account for 15% of agrochemical
market.
 Others account for 5% of the total Indian
agrochemical market.
 Irrigation facility
 Type of crop grown.
 Concentration of plantation crop.
 Different for different states.
e.g.: for cotton in south 12-15 sprays are required
whereas in north only 6-10.
It depend upon following factors:-
 Cropping pattern.
 Government policy and regulation.
 Factor affecting marketing growth.
Product strategy:-
The formulators are free to
manufacture and market any combination of
insecticides or pesticides from the basic chemicals
most corporative societies at village level and
department of agriculture of various state govt. keep
these applicator for customer hiring to farmers. These
is a case of providing product related services without
which product cannot be used effectively.
 The price of agrochemical are not controlled by the
government.
 The manufacture are free to fix the prices.
 The main consideration in the pricing strategy of the
competitors and nature of inseticide and pesticides.
 The distribution arrangement for agrochemical appears
fairly adequate with about 75000 retail sailing outlets.
 Most of the chemicals are poisonous and hazardous ,
packaging requirement are the most important along
with instruction for the use of product.
 Forecasting is required for the seasons of attack of
different pets and diseases depending upon the crop
growing season.
 various promotional measures which are adopted by the
different manufactures and marketing men:
 Inter personal and group contact ,mass media, special
promotion measures.
 The agrochemical manufactures maintain contact the
department of agriculture and agriculture research
station since they recommend the farmers the specific
type of pesticide/insecticides used for different type of
insect and disease.
Why farm mechanization
 Labour is available at a higher cost per hectare and this
would increase the demand for mechanization.
 India is a growing economy and to support a growing
population we would require not only efficient but
machinery that would increase the yield of food grains
and commercial crops.
 Mechanical power has replaced bullock power on
Indian farms.
 India produces 1.5 lakh tractor per annum which are
sold without any difficulty.
 These tractors are of different horsepower i.e. 25HP,
35HP and above 35HP are manufactured and marketed
by major companies like: Escort, Eicher, HMT, M&M
and Punjab Tractors etc.
 The criteria which counts in purchase of tractors are:
area of land holding, type of crop grown, no. of crops
in year, availability of loan and requirement for
transport of produces.
 Increase in crop intensity and yield thus ensuring better
return to farmer.
 Reduction of weather risk and risk of non-availability of
labour thus minimizing post harvest wastages.
 Improved working conditions and enhanced safety for the
farmer.
 Conversion of uncultivated land to agriculture land through
advanced tilling technology.
 Shifting land used for feed and fodder cultivation for
draught animals towards food grain production.
 Increased rural employment.
 Efficient agriculture marketing is essential for the
development of agricultural sector. The initiative of govt.
much on giving incentives for increased production in
farming sectors but the development of marketing system
provides greatly to the commercialization of subsistence
farmers. The policy and programmes of Government have
to address the issues of marketing liberalization and
overcoming the limitations faced by various Governments
and private organization involved in agricultural marketing.
However, to actualize these market access opportunities,
reforms have to be brought in agriculture sector to remove
all barriers, which introduce inefficiencies and monopoly
trends in the functioning of agricultural market.
Thank you