The presentation was prepared targeting progressive small scale commercial poultry ( Broiler Chicken ) farmers in India. It attempts at orienting them to importance of market oriented production.

1. MARKET ORIENTED POULTRY
PRODUCTION :
OPPORTUNITIS AND CONSTRAINTS
Dr. M.Islam Barbaruah
CTA,FARMER

2. The Need
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Nutritious Protein
Tasty
Cheaper Food
Easy availability
Safe food
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Prospect may not realize the need
Marketing highlights importance of need

3. Segmentation
WHOM SHOULD I OFFER MY PRODUCT?
THE TARGET MARKET

4. Marketing Mix
Product
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Variants
Quality
Design
Features
Brand Name
Packaging
Sizes
Services
Warranties
Place
TARGET MARKET
Price
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List Price
Discounts
Allowances
Credit
Schemes
Courtesy: Hansel D’Souza
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Channels
Coverage
Locations
Inventory
Transport
Promotion
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Sales Promotion
Advertising
Personal Selling
Public Relations
Direct marketing

5. Differentiation
CAN YOU NOW DIFFERENTIATE YOUR
CHICKEN / EGG FROM OTHERS?

6. Product Identity
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Every product must be unique.
Differentiation leads to choice
Repeated choice leads to brand loyalty.
Name or symbol
Benefits associated with brand
Symbols communicate volumes
Invest in communication.
Courtesy: Hansel D’Souza

7. Can we produce unique market
oriented products.
Can we achieve the dream of
exporting Poultry Products ?

8. The Gap.
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Skilled
Manpower
who
can
provide
consultation on a continuous basis.
Quality Inputs.
Knowledge and innovation in resource
management.
Knowledge
Deficit
about
production
parameters.
Market Linkage
Mechanism for addressing bio-security needs..

9. Indian Reality
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Small Holder farms
Attitude for business
Ethics
Diversity – Conflict.e.g Failure of Cooperative
system in many place.
Inefficient Market Information system.
Consumer perception & changing behavior
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10. Solution : A system that can
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Build capacity of small holder farms in terms of
scale of operation and resource management.
Can ensure continuous alternative and
accountable service to farmers.
Takes care of Indian reality
Ensures quality farm input delivery protecting
farmers interest.
Address bio-security concerns.
Encourage integration in non farm sector.

11. FARMER’s Model for Augmenting Growth in Poultry Sector
SERVICE
CONTRACT
BANK &
Government
Dev.Agency
Service
Provider
CREDIT / COMMON
FACILITY
INS.Market
/ Export
Common Interest
Group (CIG)
DRESSING
Grading
UNIT
VALUE ADD
SERVICE CONTRACT
Private
Enterprise

12. Contact Us : barbaruah73@yahoo.co.in
Tel: +91361-2461593 Mob:+919435558835