Seed Marketing - 2 | Agriculture Optional Notes for UPSC PDF Download

Organizational Chart

• Product Management: Focuses on formulating and executing marketing strategies for a seed product or a range of products.
• Advertising, Promotion, and Public Relations: Aims to establish awareness of the product, influence farmers' purchasing decisions, and create a favorable public image for the company.
• Sales Order Administration and Dispatch: Involves the receipt and processing of orders, stock allocation, order shipment, and the upkeep of stock records.
• Stock Control and Quality Assurance: Manages the inventory for each seed class, crop, and variety, ensuring the preservation of germination rates and seed vigor.
• Distribution and Transportation: Encompasses the transfer of seeds from the production site to the point of sale.
• Sales and Invoicing: The process of finalizing the sale and collecting payment for the product, representing the culmination of the marketing efforts.
• Management Information: Involves collecting and analyzing sales data and other relevant information to serve as a foundation for monitoring operations and planning future activities.
• Customer Care: Encompasses post-sales services, handling customer complaints, and maintaining customer loyalty.

Promotional Efforts 

The resources allocated to developing new seed varieties and production can go to waste if farmers are not encouraged to utilize these improved seeds. Promotional activities are essential for conveying messages to distributors and consumers, informing them about a company's products, and assisting them in their decision-making process when it comes to choosing a specific seed variety or brand.

• Advertisements: Messages disseminated through various media channels to educate and influence farmers.
• Sales Promotions: Specific techniques tailored to boost the sales of particular seed products.
• Personal Selling: Emphasizes the significance of effective salesmanship.
• Publicity and Public Relations: Involves general communication efforts that aim to enhance the overall image of the company rather than focusing on specific seed varieties.
• Extension: Farmers in developing nations exhibit certain characteristics:
  • Limited purchasing power and relatively low income from farming.
  • A tendency to be conservative and slow in adopting new products.
  • A lack of access to comprehensive information.
  • Limited mobility and transportation means.

It is essential to acknowledge that educational and literacy levels in rural communities may not always be high. The use of visual materials can help address some communication challenges. In all forms of communication, companies should strive to make the topic of seeds engaging and pertinent to consumers.

Print Advertising 

Utilizing published print media is an advertising method involving newspapers, magazines, periodicals, trade journals, and professional publications. This approach has both advantages and disadvantages.

Advantages of print advertising include:

• The potential for extensive coverage, allowing for precise targeting when using local and specialized publications.
• Relative cost-effectiveness and immediacy.
• The ability to convey complex messages in writing, which can be revisited by readers.
• The use of reply and cut-out coupons with exchange value to stimulate farmers' requests for further information and product purchases.

However, there are some disadvantages to using print media for advertising:

• The message may not be well comprehended due to language and literacy challenges.
• Limited space may be available for advertising content.
• Printed text has a restricted visual impact, and color reproduction in newspapers may not be optimal.
• In a daily newspaper, advertisements must compete for attention with news stories and other content.
• Additionally, apart from placing advertisements, companies can provide press releases to newspapers or create feature articles that highlight the company and its products.

The broadcast media: This includes television, radio and cinema.

Television Advertising 

Television advertising offers several advantages and disadvantages:

Advantages of television advertising include:

• Greater impact due to the use of sound, color, and motion to convey the message.
• The potential for extensive coverage, with some local targeting options available.

However, there are also disadvantages to television advertising:

• It can be quite costly and is suitable for simple messages.
• Exposure time is limited, and the advertisement may not reach the intended audience.
• Poor TV reception may affect message delivery, especially if local targeting is not feasible.
• Limited relevant programs may be available for the target audience.
• In many countries, farmers may not have access to televisions due to affordability constraints, although televisions are often found in clubs, bars, and other public places.

Radio Advertising 

Radio advertising offers both advantages and disadvantages:

Advantages of radio advertising include:

• Broad coverage as people listen to the radio in various settings, including while working on the farm.
• Cost-effectiveness compared to television, with easier ad preparation.
• Greater prevalence of local broadcasting in local languages.
• Frequent related interest programs and agricultural information spots.

However, there are some disadvantages of radio advertising:

• Reception may be poor in certain areas, affecting message delivery.
• Listeners may not always pay close attention, leading to poor message recall.
• To address language issues, local broadcasting and involvement of local personalities can be utilized to enhance relevance. Radio is effective for making announcements, such as seed availability in specific areas. Another broadcasting method is the use of loudspeaker vans, which can tour villages or towns to make similar announcements, particularly on market days.

Cinema Advertising

In rural areas where cinema serves as the primary source of entertainment and a significant portion of the audience is involved in farming, this medium can be considered for advertising. Advertising slides are cost-effective to prepare and can be displayed during the film screening.

Outdoor Advertising

Outdoor media encompass posters, signs, and advertisements on various outdoor surfaces such as public transport, bus shelters, walls, and buildings. These advertising forms can enhance the company's visibility and promote its products. Outdoor advertising can have a substantial and lasting impact at a reasonable cost if well-located and not highly competitive for available space. Exclusive agreements can be arranged to secure the use of specific spaces.

In addition to commercial advertising, retailers should be provided with signs and crop boards. Selecting highly visible and strategically positioned sites is essential to maximize exposure.

Packaging Design

Packaging serves as a form of advertising. Effective packaging design includes clear printing, the use of color, incorporation of brand or company logos, and well-reproduced photographs or images.