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Agro Food Industry Analysis

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RURAL CRUSADERS Submitted By: Team Vistara SBM, NMIMS Mumbai Executive Summary I. Industry Overview Increasing demand of food grains & declining farmlands in India have increased pressure on farm yield improvement and reduction in crop losses due to pest attacks. India is the fourth largest producer of agrochemicals globally, after United States, China and Japan. Indian crop protection market is $4.5bn in FY14 with exports constituting about 60% of the market. The crop protection market has experienced strong growth in the past and is expected …show more content…

Marketing Plan & Strategy Before devising any marketing strategy a SWOT analysis of Barrix better helps formulate the strategy. A. SWOT Analysis of Barrix Agro-Sciences Strengths Weaknesses • Innovative range of products which are known to be effective • Coveted combination of economic and eco-friendliness found in its products • DSIR certified R&D centre …show more content…

What it needs to define is the age group and geographic location of its focused clientele. A typical adopters chart by category sequence for Indian market vs. Indian rural market is: v/s. D. Core Marketing startegy: Inspite of having all the necessary startegic advantages including cost leadership, differentitaion and focus to some extent sales convertibilty is still a challenge for Barrix. Based on the premise of the case the problem is much beyond just marketing. Barrix has tried various ways of publicising its product base. Even after the free demo which serves as Proof of Success (PoS) farmers have their pre conceived notions which prevents them from buying Barrix products. Thus making the problem “physchological”, so wants needs to be adopted is a “Phychological Marketing” staretgy. Issues need to be addressed are: • Farmers suffer from Groupthink (a typical situation in which the entire farmer community is fixated one just one thought with no room for bringing in new perspective to the table) • Herd Mentality (a scenario where each tries to ape the success of others to achieve similar success for oneself, Herd Mentality is dominant especially in rural areas due to lack of education and

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