![An Introspection of Organic Food ValueChainPrepared By : Monika Bishnoi [FMS-IRM]ShwetaSinghal [FMS-IRM]](https://image.slidesharecdn.com/ppt-101007123433-phpapp01/85/Organic-Food-Value-Chain-1-320.jpg)
Organic Food Value Chain
- 1. An Introspection of Organic Food ValueChainPrepared By : Monika Bishnoi [FMS-IRM]ShwetaSinghal [FMS-IRM]
- 3. Bulk-FieldCrops-Farm ProduceHorticultureCrops & Controlled Climate ProduceAnimal Husbandry Products& LivestockProcessed & Specialty Food ProductsNon-FoodCrops - ProductsABOUT COMPANYMorarka Foundation: established in August 1993 by GDC Ltd.
- 4. Headed by Sh. Kamal M. Morarka
- 5. Morarka Organic Foods Pvt. Ltd. was set up in 2004 to market the Organic produce of farmers.PRODUCT CATEGORIES
- 6. Supply Chain of Company
- 7. BRIEF ABOUT PROJECTStudy of the complete Value Chain of Organic food from three perspectives:Company Perspective:
- 9. Farmer Perspective:STUDY OBJECTIVESTo assess the demand of organic foods in Jaipur.To study the sales model of the company and seek alternate channels as a medium of promotion and awareness of organic foods.To assess the satisfaction level of Morarka farmers and to inquire into theproblems faced by them, if any.
- 10. RESEARCH METHODOLOGYSECONDARY RESEARCH-To understand the present scenario of organic food and Pros and Cons there on.ConsumersPotential CustomersPOPULATIONChannel AnalysisFarmersRetailers Type of Sampling:CLUSTER SAMPLING
- 11. Followed by RANDOM SAMPLINGPrimary Research
- 12. BUSINESS PROCESSESValue Addition is done in all the Business Processes. Morarka has following major processes:Procurement
- 13. Processing
- 14. Quality Control
- 15. SalesProcurement
- 16. Quality TestingRESIDUAL TESTINGis the most important Test in the Organic Food Business.
- 20. Cntd..
- 21. Cntd..
- 22. Cntd..
- 23. Channel Analysis
- 24. Cntd..
- 26. Cntd..
- 27. Organic Farmer AnalysisCase Study of one of the successfulOrganic Farmers:Name of the Farmer: Om Prakash SharmaOccupation: Farming. Also working as Krishak ScientistVillage: KolidaDistrict: SikarLand: 35 BheegaCrops grown: RABI SEASON-Millet, Sprouts, Sorghum, Green Gram KHARIF SEASON-Wheat, Barley, Chick Pea, FenugreekYield of Crops: Yield of Wheat: 4 Quintal/Bheega
- 28. Cntd..Problems Faced when Shifted to Organic FarmingPresent ScenarioCustomersPriceMarketingInnovations being done
- 29. Conventional Farmer AnalysisMind Set of Conventional Farmers
- 30. Problems Faced in conventional Farming
- 31. Problems in Organic Farming-Their Perspective
- 32. Interest Level to Conduct Organic FarmingKEY FINDINGSProper training of the Field officers Proper analysis of market demand.Implications for MorarkaProcurement ProspectsLack of proper Supply Demand AnalysisVALUE CHAINANALYSISPrice and Promotion aspect of Marketing are to be focused.Customer Analysis:Three types of Channels for Sales: HORECA, DTC, FRANCHISE/DISTRIBUTORS/RETAILERS
- 33. Poor awareness of Organic Food as well as of the company.
- 34. Customers are price sensitive.
- 35. High interest in trying Organic food.
- 36. Sales force is highly required.
- 37. Promotional and communication strategies need to be worked on.Analysis of Internal EnvironmentLack of decentralization.
- 38. No sales Force.
- 39. Poor marketing of the products.Marketing Mix
- 40. RECOMMENDATIONSINTERNAL ENVIRONMENTStream lining of Company Processes.
- 41. Training Module for the Field Officers.
- 42. Separate Distribution Manager.DISTRIBUTION NETWORK:Set up retail shop in the city.
- 43. Even a small restaurant can be opened.
- 44. Moreover, a small counter could be taken. Cntd..COMMUNICATION STRATEGY:Knowledge about Organic Food is the base of this Business.
- 45. BTL activities are required here. PACKAGING:Packing has to be changed in a way to increase clarity and visibility of product name and price.
- 46. Combo packs could be introduced in which we can have all the ingredients put together to make that food. GO AHEAD.. GO ORGANIC..
- 47. Cntd..PROMOTIONAL STRATEGYCanopies at various malls, Joggers Parks, schools, Fitness Centres.
- 48. Occasions like exhibitions and Celebrations
- 49. Arranging of Organic Day/Organic Fests quarterly could be done.
- 51. Posters, Product Detailers could be used at various clinics and Hospitals.
- 52. Promotion could be done at supermarkets, Kirana stores
- 53. I USE ORGANIC-MORARKA products banners.SWOT ANALYSISSTRENGTHWEAKNESS
- 55. THANK YOU
Editor's Notes
- #2: Nature gives all of Her wealth to human beings. Just as Nature is dedicated to helping us, We too should be dedicated to helping Nature. Only then the harmony between Nature and humanity can be preserved.” - Sri Mata Amritanandamayi Devi