Marketingchannel of various farm products.pptx

Marketing channel of various farm products

1. PRESENTATION ON M ARKETING CHANNEL & MARKETING CHANNEL FOR DIFFERENT FARM PRODUCTS SUBMITTED TO:- Dr.Meenakshi Chandra ( Dept.of Agricultural Economics) SUBMITTED BY:- Diamond Gupta 20221695

2. Definition: According to Moore et al., ’ 'the chain of intermediaries through whom the various food grains pass from producers to consumers constitutes their marketing channels.’’ Kohls and Uhl have defined marketing channel as alternative routes of product flows from producers to consumers.

3. IMPORTANCE OF MARKETING CHANNEL:- To Ensure the availability of products at the point of sale. To build the channel members loyalty. To identify your organization at buyers level. To have an effective and efficient distribution system ,to make your product and service available. NOTE:- MARKETING CHANNEL IS ALSO KNOWN AS TRADE CHANNEL OR DISTRIBUTATION CHANNEL

4. There are two main routes through which agricultural commodities reach the consumers: ( i ) Direct route: Sometimes ,agricultural commodities directly pass from producers to
consumers . There is a complete absence of middlemen or intermediaries. But it is only
a very small proportion of the agricultural commodities which moves directly from
producers to consumers. E.g :- PRODUCER------------------------->CONSUMER

5. ii) Indirect route: Agricultural commodities generally move from producers to Consumers through intermediaries or middlemen . The number of intermediaries may vary from one to many .In the modern era of specialized production, both the horizontal and vertical distance between the producer and the consumer has increased , resulting in a reduction of direct sales . The role of market middlemen has increased in the recent past because a substantial part of the produce moves through them. Marketing channel are routes through which agricultural products move from producers to consumers . The length of the channel varies from commodity to commodity , depending on the quantity to be moved , the form of consumer demand and degree of regional specialization in production

6.  MARKETING CHANNELS DIFFERENT FARM COMMODITIES : Cereals: : Marketing channels for various cereals in India are more or less similar, Except the channel for paddy(or rice)where rice millers come into the picture. For pulse crops, dal mills appear prominently in the channel . Some Common marketing channels for wheat have been identified as follows:-  Farmer to retailer or village trader to consumer;  Farmer to wholesaler to retailer to consumer;  Farmer to village trader to wholesaler to retailer to consumer;  Farmer to co-operative marketing society to retailer to consumer;  Farmer to Govt. agency (FCI ,etc.) to fair price shop to consumer;  Farmer to wholesaler to flour miller to retailer to consumer. The channels for paddy-rice and pulses are broadly the same, except that the rice Millers or dal millers come into the picture before the produce reaches retailers or consumers .

7. Oilseeds : Marketing channels for oilseeds are different from those for food grains, Mainly because the extraction of oil from oil seeds is an important marketing function Of oilseeds. The most common marketing channels for oilseeds in India are:  Producer to consumer(who either directly consumes the oilseeds or gets it Processed on custom basis)  Producer to village trader to processor to oil retailer to consumer;  Producer to oilseed wholesaler to processor to oil wholesaler to oil retailer to Oil consumer; Producer to village trader to processor to oil consumer;  Producer to government agency to process or to oil wholesaler to oil retailer to oil consumer

8. Fruits and Vegetables : Marketing channels for fruits and vegetables vary from Commodity to commodity and from producer to producer. In rural areas and small towns, Many producers performs the function of retail sellers .Large producers directly sell Their produce to the wholesalers or processing firms .Some of the common marketing Channels for vegetables and fruits are:  Producer to consumer;  Producer to primary wholesalers to retailers or hawkers to consumer;  Producer to processors(for conversion into juices, preserves , etc.);  Producers to primary to wholesalers to processors;  Producers to primary wholesalers to secondary wholesalers to retailers or Hawkers to consumers;  Producers to local assemblers to primary wholesalers to retailers or hawkers to consumers. An important feature of marketing channels for fruits and vegetables is that these Commodities just move to some selected large cities/ states and subsequently are distributed to urban population and other medium size urban market centres .

9. Eggs : The prevalent marketing channels for eggs are:  Producer to consumer;  Producer to retailer to consumer;  Producer to wholesaler to retailer to consumer;  Producer to co-operative marketing society to wholesalers to Retailers to consumers;  Producers to egg powder factory.

10. Pulses:  Producer to consumer;  Producer to retailer to consumer;  Producer to wholesaler to retailer to consumer;  Producer to co-operative marketing society to wholesalers to retailers to consumers;  Producers to pulse mills to wholesaler to retailer to consumers.

11. Livepoultry : Producer to consumer;  Producer to retailer to consumer;  Producer to wholesaler to retailer to consumer;  Producer to co-operative marketing society to wholesalers to retailers to consumers;  Producers to itinerant to retailer to consumers;  Producers to hotel and institutions to consumers.

12. THANK YOU…