2. Gives good opportunity for those who are
looking for long term business.
While the farming sector is more or less
stagnant, the dairy sector has seen much
activity.
In the past 15 years, milk production in India
has doubled and is now over 113 million in a
year.
Second largest producer of milk.
3. India milk production is growing at about 3-4 per
cent per annum.
However, due to increasing population, per
capita availability of milk is expected to increase
by only about 1.5 per cent per annum.
For an economy growing at about 8 per cent per
annum, this increase in availability will be grossly
inadequate.
Production growing at only 3-4 per cent and
consumption growing at more than double the
rate leads to a mismatch between demand and
supply.
4. Products – Milk, Curds, Ghee,Paneer etc
Price – According to market demand,
competition based pricing.
Place – Varanasi(Uttar Pradesh)
Promotion – Advertisements, banners, etc
6. Customers
vs.
Consumers
Customer: firm or person Consumer: firm or person that
that buys your product eventually uses your
product
7. Make sure you are distinctively different
from your competition in areas of
importance to your customers.
Competitive analysis
Positioning
8. The set of controllable variables that will
accomplish the marketing objectives:
Product strategy
Place (distribution) strategy
Promotion (communication) strategy
Pricing strategy
9. Advertising
Creating a farm logo.
Brouchers for retailers.
advertisement by local channel & news paper.
Personal Selling
Telling your customers how you create value.
We distributes to the retailers.
Public Relations
Being a good neighbor
Being involved in the community
Open selling
10. Price is the cost the customer can bear in order
to obtain the product. It includes:
list price
discounts
payment period
credit terms
11. Value-Based Pricing
Competitive strategy pricing
Cost-Based Pricing
Add a standard markup to the cost of the product
Competition-Based Pricing
Set price based on following competitors’ prices
12. • Government & customer Oriented
• Based on customer’s perceived value
• Match price to perceived value
• Brand loyalty
13. Price decision based on actions of
competition
Less attention on cost or product demand
Large firms all charge the same price
Smaller firms follow lead of large firms, may
offer a slightly lower price
14. Assess the situation
Historic patterns (seasonal)
Basis patterns
The current situation
Outlook source
15.
16. Status of beneficiary : Partnership
Total investment : 50,00,000 rs.
Contribution amount : 10,00,000 * 5
Area : 1360 * 15 = 20,400 sq ft.
Numbers of Animals : 30
Numbers of staff : 7
17. Location : Chitaipur near NH Varanasi
Total area 1360 * 15 = 20,400
Details cost estimates with various structures
1. sheds
2. store rooms
3. quarters
4. small shop
Cost : 8,00,000 rs.
. Water facility : 1,00,000 rs.
23. Milk production
20 buffalo*18 ltr = 360/day*250days =90000
ltr
10 cow *14 ltr = 140/day*250days = 35000 ltr
sale of milk 70% of total milk
Save 30% for shop Purpose(assumption)
Curd (5000 ltr to 5000 kg)
Ghee (20000 ltr to 2000 kg)
Cream (2500 ltr to 250 kg
Paneer (10000 ltr to 4000 kg)
24. Milk 87500*20=17,50,000 Rs
Shop
curd 250000
Ghee 500000
Cream 3750
Paneer 800000
Total 1553750
Grand Total =1750000+1553750
=3303750 Rs
25.
26. Operation and HR is main task of the
dairy and milking of cows was
traditionally a labor-intensive operation
and still is in less developed countries.
Small farms need several people to milk
and care of animals.
27. Recruitment of dairy farm employees is a major management
problem due to the long hours of work, low pay, and poor
working conditions on dairy farms
Hired employees create a unique set of management
challenges for dairy farm operators.
The demand for labor depends on enterprise and on specific
growing conditions that determine when and how much labor
is required.
Availability of full-time employees is the most common pre-
expansion human resource management challenge that dairy
producers face
28. Total workers : 07
1) Admin worker : 01
2) Worker : 04
3) Helper : 02
4) If required can be increased
Employees assigned responsibilities according to
their abilities and preferences for doing different
tasks
29. Recruitments through :
Local areas
Local advertisements
References
Mouth to Mouth advertisements
30. Interviewing the worker on :
Communication
Behavior and nature
Qualification(according to work)
Working conditions
Skills and abilities
Past experience
31. Wages depended on whether an employee was
provided with any facilities or not.
Farm occasionally provided bonuses to
employees based on his perception of their
commitment and productivity at work.
Healthcare insurance plans to employees.
Medical facilities to employees and their
families(First aid only).
Others facilities like education(2 child up to 8th
class), increment in wages etc.
32. Poor working condition or not punctual at time.
Poor working relationship with coworkers.
Persistently refusing to follow the milking routines.
Alcoholic nature.
Fighting with workers.
Bad verbal communication
33. Productivity
Breeding
Feed and Fodder
Storage of milk
Selling in market
Caring and health of animals in dairy
Shop activities
Purchase of feed and fodders from market.
34. A plan that provides directions so a business
can plan its future and helps it avoid bumps in
the road.
The time you spend making your business
plan thorough and accurate, and keeping it
up-to-date for future aspects and success.
35. Admin work : 01 man (Shop a/c & sales of
total products)
Worker : 04 men (Milking and shop)
Helper : 02 men (other works of dairy)
36. 5:00 – 5:30: Providing feed and fodder to the
animals.
6:00 – 7:00: Milking and storage of milk and
filling in containers.
7:00 – 8:00: Milk transported to the Mandi.
7:30 – 21:00 : Timing of shop
All the work of shop done in between.
Milking does twice a day
Editor's Notes
Dairy farming is a class of agricultural, or an animal husbandry, enterprise, for long-term production of milk, usually from dairy cows but also from goats, sheep and camels, which may be either processed on-site or transported to a dairy factory for processing and eventual retail sale.the Murrah — capable of milk yields as high as 35 kg a dayRs 2.5 lakh
Know who you are selling to (market analysis, segmentation, prioritizing targets)Know what is important to targeted customers (customer analysis)Make sure you are distinctively different from your competition in areas of importance to targeted segments (competitive analysis, reallocation of resources if necessary, positioning, market intelligence) Focus attention of everyone on delivering what the customer wants (management of people, monitoring and control).Constant monitoring of changes in the market (market intelligence, market analysis, internal feedback system)The most fundamental marketing concept is treating customers like you are truly interested in them. That means making sure you are meeting needs that customers perceive as important. Meeting needs is the heartland of every marketing program. A useful tool in assessing the marketplace is SWOT. Assessing the opportunities and threats and how the business can capitalize on them or avoid them using the firm’s strengths weaknesses
Price expectations can play an important role when setting price and date triggers. A first step is to assess the historical situation: what is the average price at different points during the year? (you may wish to think about futures prices and basis separately). Does it make sense to set a date objective when prices are historically at their lowest point? How variable are prices during the year? Does it make sense to plan on selling all of the crop when prices are the most variable?When examining futures prices, it’s often the case that pricing opportunities occur in the early Spring (in or around USDA’s planting intentions report), just after corn planting begins in the Corn Belt, and just prior to the pollination period. At the same time, low prices are often seen during harvest with recovery occurring throughout the remainder of the Winter. However, every cropping year is different, so its best to assess the current situation and adjust the marketing plan to fit conditions. University extension specialists and the USDA are good sources of current and outlook information which will help one set date targets. The extension specialists and USDA personnel generally assess the situation but seldom make recommendations. Another source of information as well as pricing recommendations are market advisors who often provide a service to help producers “beat the market”. But can someone really beat the market? We’ll discuss that question on the next slide, but notice where you will place the high, average and low prices on the marketing plan worksheet. In addition there is a spot to list either the target price or the loan rate for the crop next to the heading “Farm Bill.”
