1. Current Questions faced by the organic Industry. 2. Biggest challenge for the front end of industry. 3. Current Domestic retail Situation
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1 MARKETING AND MARKET POTENTIAL OF ORGANIC INDUSTRY IN INDIA 1. Current Questions faced by the organic Industry 2. Biggest challenge for the front end of industry 3. Current Domestic retail Situation 4. Solutions 5. Conclusion
2 THREE BIGGEST QUESTIONS FOR THE ORGANIC INDUSTRY Why Organic How Organic Where Organic
3 WHERE ORGANIC? Where does the consumer find organic food? Currently Organic foods is available : Modern Trade General Trade Organic Stores Current Value of Domestic Retail Market: Rs 1000 cr. Market potential ( calculation on farm grade produce) : Rs. 5,640 cr. Handful of Large players in the field Lack of consolidation Price Differential from Conventional Food Availability Increase and aggregation of demand
4 WHAT ARE THE PROBLEM AREAS Profitability vs Productivity Effective Price handling Availability
5 PROFITABILITY VS. PRODUCTIVITY AT FARM LEVEL Untouched by modern technology. Mostly small producers. Diversified farm activities. Traditional varieties. Less scope for quantum jump in per acre yields. Market Linkages can improve the Profitability and has been the basis for expansion of Organic Production
6 EFFECTIVE PRICE HANDLING Why is organic more expensive than It should be? Lack of proper value creation Too many modules in Value chain Inability of players to position as mass product Improper profitability scale Vs. margins Large channel margins Consumer perception Placement of organic products Lack of consolidation economies of scale
7 PEOPLE IN THE ORGANIC VALUE CHAIN For Conventional Produce, we have too many levels and too many players in the present supply chain.
8 Physical Trade Movement - 1
9 Physical Trade Movement - 2
10 Physical Trade Movement - 4
11 Modern Trends in Farm Trade For the interim period some efficiencies can be achieved by reducing the levels.
12 ACCESSIBILITY OF ORGANIC PRODUCTS Can we as an industry make things more accessible to the consumer? Yes! but how? Aggregate demand Proper communication to the consumer Presence in general trade Stand alone organic store chains
13 MARKET SIZE OF RETAIL INDIA Table 1.1 Market Size estimation Market Share Percentage Break up Retail Makt. Unorganized Retail Organized Retail 100% 94-92% 6-8% Organized retail Unorganized retail Market Value $ 411 billion $ 386 billion $ 28 billion Contribution of Food Table 1.2 Food contribution to retail Category Food 61.7% 59.6% 56-58% Others 38.2% 40.4% 42-44% Organized Retail 0%0% 6% 94% Unorganized retail Food in organized retail as total Retail 0.7-1% Table 1.1 Data Indian Brand Equity Federation updated March, 2012 Table 1.2 ICREI report 2009 prepared for DIPP Govt. of India P.S. Organized retail includes - Company Owned stores; Franchisees; Brand Chains; Multi-brand retail; Single Brand Retail; Hyper markets/super markets
14 WHERE DOES THE CONSUMER BUY FROM Table 2.1 Consumer Overlap for Organized and unorganized w.r.t Food products Consumer at Organized Retail - Spending at Organized Retail % Consumer at Organized Retail - Spending at Unorganized Retail % Consumer at unorganized Retail - Spending at organized Retail % Consumer at un0rganized Retail - Spending at unorganized Retail % Staples Other Food items Cooking Oil Packaged foods Total Food % 59% 41% 36% 64% Total all Categories % 70% 30% 39% 61% Significance? There is no exclusive Organized retail consumer The Overlap in food is even higher than that for other Categories Do not treat consumers separately they are the same people What we do in OR/UOR effects the other Table 2.1 ICREI Report 2009, for DIPP Govt. of India
15 CONSUMER PURCHASE BY INCOME GROUPS Table 3.1 Income segmentation of retail consumer Income Segment (Income Household/month) Organized retail Percentage Unorganized retail Percentage < 10, ,000-20, ,000-50, , , Our target today SEC A >50,000/month/family That caters to 13% of organized Retail + 3 % of unorganized retail Considering Percentage population of urban India 30% Table 3.2 Percentage touched by MOFL and potential population >100, Retail format Organized Retail Unorganized retail Significance: For food/staples and low value items volumes are the key -At the moment we are aiming at a miniscule part of the entire market pie -How do we reach out to the remaining 54 million consumers in the Indian market. Total consumer 20 million 280 million Total Organized Consumer in our present target* Untouched market** 2.6 million 8.4 million 9 million 44.8 million Table 3.1 ICREI report 2009, for DIPP Govt. of India Table 3.2 Date calculated on basis of Table census 2001 data used *13% and 3 %( within sec A income group of total Consumer population ** 45% and 16% exclusive of Total consumer base
16 STRATEGY FOR MARKETS AND CHANNELS Figure 1.1 Market Segmentation/channels Organic Stores Staples company VS organic company? Market entry into Organized for MT is one time, prior to which we rely on effective servicing What percent of markets is the organized trade? General Trade/ Unorganized Trade Organized Trade Product Based Strategy Specific classification Entry strategy Marketing budget on product based strategy Selection of flagship mass diffusion products in individual markets Cross-channel effect on organized trade Pricing + placement of product Franchise Modern Trade
17 SHISHIR THADE AGM BUSINESS STRATEGY MORARKA ORGANIC FOOD LIMITED Working on marketing, branding and business strategy for Morarka Organic Foods Limited, Shishir Thade is responsible for retail and international business strategy, branding and brand positioning of food and textile brands: "Down to Earth" and "Back To Basics" for the company. He has worked with ITC LRBD (Retail division Wills Lifestyle) and Reliance Communication in the past, and chose to enter the organic industry after his MBA. He has completed his masters in business administration from the Indian Institute of Management, Indore. Prior to which he had his own venture Media venture for the youth. Topic: Marketing and market potential of organic foods in India For much of the organic foods journey, the industry has been struggling to answer the question "?Why Organic??" Fortunately the question to be answered now is:?"how Organic? and?where Organic??" I would talk about how we answer the 2 most important questions for our industry today. The consumer is aware, but to achieve the Rs. 2,500 crore potential of the organic food industry we need to take a few important steps. My presentation will cover the entire market potential of the industry in terms of domestic retail. This would be a channel wise break up of market potential. I will discuss the need for consolidation in the industry. Marketing of organic foods will require better distribution channels and better market penetration. The presentation shall also contain the importance of mass media presence and why mass media alone is not enough to sustain the level of demand required to make the industry profitable.
18 CONCLUSION Its possible! Thank you so very much
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