MARKETING STRATEGIES FOR MBA-AGRI BUSINESS

AT SIIB

Submitted by:

Susrita Sen
PRN: 09020242036
Shiraj Sherasia
PRN: 09020242039

Subject: Marketing Management

MBA-AB; 2009-11
Symbiosis Institute of International Business, Pune
 INTRODUCTION
Indian agriculture faces numerous challenges with rapidly changing business
environment, pace of technological change, globalization, competitive environment
and changing role of government. These challenges will place unparalleled demands
on the capabilities of tomorrow’s managers. SIIB is one of the few management
schools in India, which offers Masters in Business Administration in Agribusiness
Management (MBA-AB) to prepare managers, business leaders and entrepreneurs in
food and agribusiness sector to respond to the challenges faced by the sector.

The Masters in Business Administration in Agribusiness Management (MBA-AB) is a

full-time two year residential programme specially designed to prepare students for
careers in management related to agriculture, food, agri-business, rural and allied
sectors of the economy. What makes this sector-specific programme special compared
to many other agribusiness management programmes is that it is firmly rooted in
SIIB’s “management” culture and proficiency as opposed to either technical or
economic-based backgrounds and cultures present in other programmes

The main objective of the programme is to develop young men and women as
competent professional managers for agriculture, food, rural, and allied sectors. The
programme caters to the needs of enterprises serving these sectors, both domestic and
international. The programme specifically attempts to:

• Equip students with requisite knowledge, skills, and attitudes for managerial
decision making and implementation in the unique context of agricultural
enterprises;
• Encourage entrepreneurial spirit in students to make them effective change
agents in the agricultural enterprise sector;
• Develop in students capabilities to become leaders and nurture in them a
commitment for integrity and ethics informed by social purpose.

The programme prepares students for managerial and entrepreneurial careers in

enterprises serving or dependent on agriculture and allied sectors.

These enterprises may be engaged in activities such as:

• Production and Marketing of Inputs such as seeds, fertilizers, pesticides, farm

machinery and equipment, livestock feed, irrigation, and credit;
• Production, Procurement, Processing, and Marketing of Output such as
agriculture (includes crops, livestock, fisheries, forestry, agro forestry,
horticulture, dairying) marketing, agro processing, and food processing;
• Providing Services to Agriculture such as export and import, rural banking,
financing agri projects, insurance, logistics, water management, research and
development, and rural energy.
Key SWOT Questions

STRENGTHS
What advantages do Agri Business has?
What do we do better than anyone else?
What unique selling point do we have access to?
What do people in the market see as our strengths?
What factors mean that we "get the quality"?

WEAKNESSES
What could we improve?
What should we avoid?
What are people in market likely to see as weaknesses?

OPPORTUNITIES
Where are the good opportunities facing you?
What are the interesting trends in today's market?
What are the changes in education pattern and markets?
Changes in government policy related to our field.

THREATS
What obstacles do we face?
What is our competition doing?
Could any of our weaknesses pose a seriously threat?
 SWOT ANALYSIS
Strengths:

Infrastructure in Place: The institute is well equipped with the pre requisite
infrastructure for the Agri business course. More over it shares campus with two
more management institutes (SCMHRD & SCIT) hence there is sharing of
resources which enhances the infrastructure.

Location is Highly Suitable: Being in the most industrialized areas as well as the
hub of agriculture, the institute has an advantage as it can not only be in touch
with the recruiters but also reach to the bottom of the pyramid.

Very Focused Management and Staff: The staff and management is highly
motivated and focussed hence imparting nothing but the best to the students and
hence equipping them with the best.

Excellent Reputation: Symbiosis has an excellent reputation as an international

university hence proving its success in imparting quality education and moulding
students as perfect managers.

Latest and Industrial Integrated Course Structure: The course structure is

frequently updated and revolves around industrial requirements. The entire focus
is towards the industry needs and demands hence backing up the students and
preparing them to face the challenges in the real world of agriculture.

Optimal Industrial Exposure: SIIB sends students for summer trainings into the
Agricultural allied Industries, Banks etc to enable them to get a first hand
experience in the industry and hence enables students to apply theory into
practical.

Expert Renowned Permanent Faculties and Experienced Visiting Faculties: SIIB is

loaded with excellent teaching force. It has a team of dedicated qualified and
experienced permanent and visiting faculties. It also arranges guest lectures by
inviting people from the industry to conduct lectures an seminars.

Diversified Background: Students from various fields of Agriculture and allied

disciplines (fresher as well as people with work experience) like

• Agriculture
• Horticulture
• Veterinary Science
• Botany
• Zoology
• Engineering
• Biotechnology
• Food Technology
• And others
Weaknesses:

Focus may be too narrow: The programme puts major importance and focus to
agriculture industries. However it should expand its vision and try to focus on
other industries as well. The retail industry for example. It’s a booming industry in
India and is still growing at a rapid pace. Retail does not only consists of fashion
but FMCG and Food products as well.

Lack of Awareness amongst prospective recruiters: The course in Agri Business is

not yet very known in the market. Since SIIB was established for International
Business, people fail to link International Business with Agri Business. Hence we
need to spread market awareness and position the programme. Recruiters may opt
for students from other institutes like IIMs and XLRI which are more recognized
in the market and known to be prestigious institutes.

Opportunities:

Market segment is poised for rapid growth: There are not many institutes providing
MBA in Agri Business. However the agriculture market is growing and the demand
for trained professionals are at a rise.

Potential to diversify into related market segments: Related markets offer great
potential.

Threats:

Lack of Awareness amongst prospective recruiters: Not many are aware of the course
at SIIB. Creating awareness in the market where major players like IIMs and XLRI
already exists is a real challenge.

Competition: There are several other institutes in India providing Post Graduation
Education in Agri Business. Some of these institutes have a better ranking and are
more known as compared to SIIB. Some of these institutes are:

1. IIM, Ahmedabad
2. IIM, Lucknow
3. MANAGE, Hyderabad
4. IRMA, Anand
5. XLRI, Bhubaneshwar

Not only these, graduates with BSc Agriculture and other related fields also pose a
threat to our students.
 AGRI BUSINESS MARKETING STRATEGIES

The American Marketing Association defines marketing as "the process of planning

and executing the conception, pricing, promotion, and distribution of ideas, goods,
and services to create exchanges that satisfy individual and organizational
objectives." Marketers use an assortment of strategies to guide how, when, and where
product information is presented to consumers. Their goal is to persuade consumers to
buy a particular brand or product.

Successful marketing strategies create a desire for a product. A marketer, therefore,

needs to understand consumer likes and dislikes. In addition, marketers must know
what information will convince consumers to buy their product, and whom consumers
perceive as a credible source of information. Some marketing strategies use fictional
characters, celebrities, or experts (such as doctors) to sell products, while other
strategies use specific statements or "health claims" that state the benefits of using a
particular product.

Effective marketing strategies often consist of a combination of several marketing

tactics that work together in a synergistic way to establish ones brand, reduce sales
and create interest and desire for ones product or service.

Each business is different, in terms of which marketing strategies or combination of

marketing strategies would be the best to use, but here's an attempt to lay down some
of the approaches.

Fast Start: Our Goals

Competition Guidelines, Industry Contacts

Market Analysis:
Market Size, Potentials, Trends
Customer Profile, Market Segments, Needs
Competitive Analysis (SWOT, positioning, pricing and promotion)
Other Key Factors Impacting the Market – Macro Environments (technological,
political, economics, etc.)

Marketing Proposition:
Key Planning Assumptions, Important facts and information drawn from market
Analysis that confirm the existence of a marketing opportunity
Objectives/Goals
Strategy Statement, Identification of Opportunity Within
Specific Market Segments that Achieve Your Objectives

Action Plan/Tactics: (Tactics for Executing the 4Ps)

Product Positioning,
Pricing Strategy,
Distribution Strategy (Place),
Promotion Strategy (Communication Plan, Execution Calendar)
 Add and Retain Recruiters

Add and Retain

Recruiters

Institute

Gain recruiters confidence

Existing New

Business Strategies
Recruiters
Basic Follow-ups and Relations Penetrate Awareness
Multiple Ad Format Multiple Ad Format
Placement Records Placement Records

Maintaining Relations Business Meets and Seminars

Excellent
Reputation Student Profile

Expert Renowned
Location, Faculties
Internal Infrastructure and (Permanent &
Management Visiting

Eminent Board of
Directors and
Governing body
Gain Recruiters Confidence. Customer indecisiveness, scepticism, indifference, or
confusion is among the top sales killers. It's up to the institute to project an image
of experience, quality, dependability, and excellent students, ready to perform, for
recruitments in order to win their confidence.

Penetrate awareness of your target audience by using marketing strategies, which

in many cases would include a well-planned dedicated website for Agri Business
Programme at SIIB. Stated simply: the more ways the public hears about you, the
better your chances are for achieving brand recognition and credibility. Effective
marketing strategy is partly the result of exposing companies to our name and our
selling points (unique selling proposition) as often as possible, in as many ways as
possible.

Sincere enthusiasm, in both print and in person, is contagious. Since we deeply

believe in our students and institutes capability, then our prospects will pick up on
that passionate attitude. Our words are important, and can have an even greater
impact on how we influence and persuade companies.

Instil in our prospects good feelings about our institute, our mission and vision.
Accomplishing that is important in the marketing process and focusing attention
on programme features and benefits.