Agri Marketing Research
Fertilizer Marketing Systems Management
The urgent needs of fertilizing industry include the efficiency in the marketing system, consumer orientation and cost minimization. Fertilizer industry presents a peculiar panorama in respect of marketing: Multiplicity of product ranges, varied soil conditions cropping patterns, inadequate infrastructural facilities for Logistics, diverse consumer behavior / capacity to purchase and multiple language.
The system has not equipped itself to meet even the current volumes, to the expectations of the consumer, the farmer by providing the right product at the right place and the right time. the marketing system in fertilizer industry which had been traditionally oriented towards production and distribution must take a turn towards consumer oriented approach. The marketing mix (Product, Price, Placement and Promotion) must be more effectively managed keeping the farmer at the focal point.
How to improve the marketing productivity of the fertilizer industry and how to make it more and more innovative?
1. Ensuring adequate annual growth rate in Fertilizer production & consumption.
2. Ensuring balanced application of fertilizers and improving the rate of application.
3. Promoting improved cultivation practices
4. Making the right product available at the right time and place
5. InFusing modern marketing management approach - through better product mix / ranges and analysis, pricing, logistics and communication.
This study examines some of these problems and issues and also the emerging challenges of fertilizer marketing systems focusing on the logistics which is a vital aspect both in terms of cost and service to farmers.
The research study on management of fertilizer marketing systems aims to achieve the following objectives:
a. to examine the conceptual issues in the management of fertilizer marketing
b. to carry out a disaggregate analysis of the marketing costs
c. to attempt the building of an optimization model for fertilizer marketing in South India
d. to build an innovative strategy for the improved logistics of fertilizer marketing in India
e. to conduct a survey of the fertilizer consumers and to study their perceptions
f. to build a transportation model using secondary data
g. To provide insights into the several facets of the fertilizer industry, to researchers & academicians for further research in the Fertilizer Marketing System.
f. To identify further areas for research
Source: http://shodhganga.inflibnet.ac.in/bitstream/10603/897/12/12_chapter%201.pdf