TABLE OF CONTENTS

Sl no. Topics Page no.

Chapter 1
1.0 Introduction 1
1.1 Organic Farming 1
1.2 Context 3
1.3 Decision Problems 5
1.4 Research Objectives 5
1.5 Sources of Data 5
1.6 Scope of Study 6
1.7 Methods 7
1.8 Limitations 8
Chapter 2
2.0 Findings of the study 10
2.1 Product 10
2.2 Price 13
2.3 Place 15
2.4 Promotion 17
Chapter 3
3.0 Suggestions 18
3.1 Product 18
3.2 Price 20
3.3 Place 24
3.4 Promotion 26
3.5 Packaging 32
Chapter 4
4.0 Sustainability 33
4.1 Information Required before Production 34
4.2 SWOT analysis 34
4.3 Conclusion 36
References 40
Annexure I 41
Annexure II 43
Annexure III 44
Annexure IV 50
Annexure V 50
Annexure VI 51
Annexure VII 51

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 LIST OF TABLES

Table No Topics Page No

Table 1: User groups wise products 10

Table 2: Different Pack Sizes Available for Different Segments 11

Table 3: Purchase price, selling price, and operating margin

for dealers in farmers’ segment 12

Table 4: Prices of Different Brands of Product for dealers in the urban

households segment 13

Table 5: N-P-K content of Vasundhara brand as per GAU study in 1996 17

Table 6: Pricing Strategy for Rural Market 20

Table 7: Pricing Strategy for Urban Market 21

LIST OF FIGURES

Figure No. Topics Page No.

Figure 1: Distribution Networks Prevalent in Market for Farmers’ Segment 14

Figure 2: Distribution Network for Households’ Segment in Urban Area 15

Figure 3: Distribution Channel for Institutional Buyers 15

Figure 4: Proposed Channel for Direct sales 24

Figure 5: Proposed Dealer’s Channel 24

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 LIST OF BOXES

Box No. Topics Page No.

Box 1: Estimated Demand in Surendranagar, Rajkot Area 21

Box 2: Estimated Demand in Ahmedabad 22

Box 3: How to Choose Dealers? 25

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