Seed Marketing: Structure and Organization, Sales Generation Activities, Promotional Media. Factors Affecting Seed Marketing, Role of WTO and OECD in Seed Marketing

 

Seed Marketing: Structure and Organization, Sales Generation Activities, Promotional Media. Factors Affecting Seed Marketing, Role of WTO and OECD in Seed Marketing  

                          बीज विपणन (Seed Marketing):-

1. परिचय (Introduction):-

·         परिभाषा (Definition):- माँग के अनुसार बीज का उत्पादन तथा आवश्यकता के आधार पर बीज का वितरण करने के लिए एक ऐसी व्यवस्था करना जिससे प्रत्येक किसान को आवश्यकतानुसार उच्च गुणवत्ता सम्पन्न बीज उचित मूल्य पर सुलभता से मिल सके।

(To arrange the production of seeds according to the demand and distribution of seeds on the basis of need, so that every farmer can get the required high quality seeds at reasonable prices.)

·         इसमें विभिन्न स्तरों पर समितियों या इकाइयों को स्थापित किया जाता है जो निम्न बिन्दुओं के आधार पर कार्य करती हैं:-

(In this, committees or units are set up at different levels which work on the basis of the following points: -)

i. पूरे क्षेत्र की आवश्यकता

(Requirement of Whole area)

ii. बाजार की स्थिति

(Location of the market)

iii. विपणन तथा वितरण की व्यवस्था

(Marketing and distribution system)

iv. निजी बीज वितरकों व विक्रेताओं की नियुक्ति

(Appointment of private seed distributors and dealers)

v. परिवहन की उचित व्यवस्था

(Arrangement of proper transport)

·         इस प्रकार बीज विपणन बीज उध्योग का एक महत्वपूर्ण अंग है।

(Thus seed marketing is an important part of seed industry.)

·         बीज विपणन में निम्न का अध्ययन किया जाता है:-

(The following are studied in seed marketing:-)

i. Acquisition and selling of packed seeds

ii. Intermediate storage

iii. Delivery

iv. Sales promotion activities

2. बीज विपणन के मुख्य घटक (Major components of seed marketing):-

a. बीज की माँग का पूर्वानुमान (Forecasting of Seed Demand)

b. बीज की आपूर्ति (Supply of Seed)

c. बीज बाजार की संरचना (Structure of Seed Market)

d. बीज विक्रय प्रोत्साहन (Seed Sales Promotion)

a. बीज की माँग का पूर्वानुमान (Forecasting of Seed Demand):-

·         बीज का उत्पादन बीज की आपूर्ति पर निर्भर करता है। बीज की आपूर्ति बीज की माँग पर निर्भर करती है। इसलिए बीज की माँग का पूर्वानुमान लगाना अति महत्वपूर्ण है।

(The production of seed depends on the supply of seed. Seed supply depends on the demand for seed. Therefore it is very important to forecast the demand for seeds.)

·         इस प्रकार पूर्वानुमान से बीजों के उत्पादन व वितरण की योजना बनाने में सहायता मिलती है जिससे बीजों की कमी का सामना नहीं करना पड़ता और मूल्य व लाभ स्थिर बने रहते हैं।

(Thus forecasting helps in planning the production and distribution of seeds so that we do not have to face the shortage of seed and price and profit remain stable.)

·         प्रकार (Types):- पूर्वानुमान 2 प्रकार का होता है –

(There are 2 types of forecasts-)

i. अल्पकालिक पूर्वानुमान (Short term Forecast):- यह विक्रेताओं के लिए कोटा निर्धारित करने में तथा बीज मूल्य में संशोधन करने में सहायक होता है।

(This is helpful in determining the quota for the dealers and in revising the seed price.)

ii. दीर्घकालिक पूर्वानुमान (Long Term Forecast):- यह निम्न में सहायक होता है:-

(It is helpful in: -)

Ø  पूंजी निवेश सम्बन्धी निर्णय करने में

(making capital investment decisions)

Ø  उत्पादन व भंडारण इकाइयों के स्थान का चयन करने में

(selecting the location of production and storage units)

Ø  विपणन के Infra – structure को विकसित करने में

(developing Infra-structure of marketing)

·         दीर्घकालिक माँग का पूर्वानुमान लगाने के लिए दो सांख्यिकीय तकनीकों का उपयोग किया जाता है –

(Two statistical techniques are used to forecast long-term demand -)

i. काल श्रेणी विश्लेषण (Time Series Analysis)

ii. समय श्रेणी विश्लेषण (Regression Analysis)

·         बीज माँग का अनुमान (Estimation of Seed Demand):-

i. सकल आवश्यकता (Gross requirement):-

ii. कुल वार्षिक आवश्यकता (Net Annual requirement):-

·         संकर बीजों की बाजार माँग का आंकलन स्वपरागित फसलों की तुलना में सरल होता है क्योंकि संकर बीज प्रत्येक वर्ष बदले जाते हैं।

(Assessing the market demand for hybrid seeds is simpler than that of self-pollinated crops because hybrid seeds are replaced each year.)

·         कृषि वैज्ञानिक प्रत्येक 4 – 5 वर्ष में बीजों को बदलने का सुझाव देते हैं। परन्तु व्यवहार में ऐसा नहीं होता है। क्योंकि किसान आसानी से नई किस्म पर विश्वास नहीं करते हैं।

(Agriculture scientists suggest changing the seeds every 4-5 years. But in practice this does not happen. Because the farmers do not easily believe in the new variety.)

·         बीज की माँग बीज के मूल्य व गुणवत्ता से निर्धारित होती है।

(The demand for seed is determined by the price and quality of the seed.)

b. बीज की आपूर्ति (Supply of Seed):-

·         भारत में बीज की आपूर्ति निम्न के द्वारा की जाती है:-

(Seeds in India are supplied by:-)

i. निजी बीज उत्पादक (Private Seed Growers)

ii. बीज निगम (Seed Corporation)

iii. सहकारी समितियाँ (Co – operatives societies)

·         बीज की आपूर्ति को निम्न कारक प्रभावित करते हैं:-

(The following factors affect the supply of seed: -)

i. बीज उत्पादन (Seed production)

ii. आधार बीज के अंतर्गत क्षेत्र (Area under foundation seed)

iii. क्षेत्रीय भंडारण सुविधा (Regional Storage Facilities)

iv. बीज वितरण व्यवस्था (Seed distribution system)

v. बीज विशेष का मूल्य और माँग (Price and Demand of Particular Seed)

i. बीज उत्पादन (Seed production):-

Ø  बीज उत्पादन अधिक होने से बीज की अधिक आपूर्ति की जा सकती है।

(Higher seed production can lead to greater supply of seeds.)

Ø  निम्न कारणों से बीज उत्पादन एक जोखिम भरा व्यवसाय है:-

(Seed production is a risky business due to the following reasons:-)

ü  उच्च तकनीकी जानकारी चाहिए होती है।

(High technical information is required.)

ü  अत्यधिक वित्तीय उपलब्धता की आवश्यकता होती है।

(Requires extreme financial availability.)

ü  बीज प्रमाणित न होने का खतरा रहता है।

(There is a risk of the seed not being certified.)

Ø  बीज उत्पादन व विपणन में लगभग 18 महीने का समय लगता है। इस अवधि में यदि पादप प्रजनक किसी और नई किस्म का बीज निकाल देते हैं तो उत्पादित बीज का स्थान नए बीज के द्वारा ले लिए जाने का भय रहता है।

(Seed production and marketing take about 18 months. In this period, if the plant breeders release any other new variety of seed, there is a fear of replacing the produced seed with the new seed.)

ii. आधार बीज के अंतर्गत क्षेत्र (Area under foundation seed):-

Ø  अधिक आधार बीज की उपलब्ध होने से अधिक प्रमाणीकृत बीज का उत्पादन किया जा सकता है। जिससे अधिक बीज की आपूर्ति बाजार में की जा सकती है।

(With more foundation seeds available, more certified seeds can be produced. Due to which more seed can be supplied in the market.)

Ø  आधार बीज उत्पादन शुरू से ही NSC के अधीन है। प्रारम्भ में बीज केवल केन्द्रीय फार्मों पर तैयार किया जाता था। बाद में अनुबंधित उत्पादकों के फार्मों व राज्य फार्मों पर भी बीज तैयार किया जाने लगा।

(Foundation seed production is under the NSC right from the beginning. Initially, seeds were produced only on central farms. Later, seed was also produced on the farms and state farms of the contracted growers.)

iii. क्षेत्रीय भंडारण सुविधा (Regional Storage Facilities):-

Ø  भंडारण सुविधा नहीं होने पर बीज की आपूर्ति में कमी आ जाती है।

(There is decrease in seed supply when there is no storage facility.)

Ø  NSC ने कई स्थानों पर क्षेत्रीय बीज भण्डार बनाए हैं।

(NSC has made regional seed stores at many places.)

Ø  SSC राज्य के अलग – अलग क्षेत्रों में बीज भण्डार बना रहा है।

(SSC is making seed stores in different regions of the state.)

Ø  आपातकालीन बीज भण्डार की सुविधा भी होनी चाहिए।

(There should also be an emergency seed storage facility.)

iv. बीज वितरण व्यवस्था (Seed distribution system):-

Ø  अच्छी वितरण व्यवस्था से बीज की अधिक आपूर्ति की जा सकती है।

(Good distribution system can lead to more supply of seeds.)

Ø  यदि किसानों को समय पर उन्नत किस्म का बीज अथवा संकर बीज नहीं पहुँच पाता, तो वे अपने फार्म पर उपलब्ध पुराने बीज का प्रयोग करने को विवश हो जाते हैं।

(If the farmers are not able to get the improved seed or hybrid seed in time, then they are forced to use the old seed available on their farm.)

Ø  बीजों का वितरण प्रारम्भ में राज्य सरकारों के कृषि विभाग तथा सहकारी समितियाँ करती थी। वर्तमान में बीज निगमों ने कई प्रमुख स्थानों पर अपने वितरक नियुक्त किए हैं जहाँ बीज सुलभ हो जाता है।

(The seeds were initially distributed by the agricultural departments and cooperative societies of the state governments. At present, seed corporations have appointed their distributors at many major places where the seed becomes available.)

v. बीज विशेष का मूल्य और माँग (Price and Demand of Particular Seed):-

Ø  बीज मूल्य का बीज की माँग व आपूर्ति के साथ ऋणात्मक सम्बंध होता है।

(Seed price has a negative relationship with the demand and supply of seeds.)

Ø  अधिक मूल्य होने पर बीज की मांग कम हो जाती है जिससे बीज आपूर्ति कम हो जाती है।

(At higher prices, the demand for seeds reduces, which reduces the seed supply.)

Ø  बीज का मूल्य अधिक होने पर सीमान्त किसान वाणिज्यिक उत्पाद को बीज के रूप में प्रयोग करते हैं।

(When the price of seed is high, marginal farmers use commercial product as seed.)

c. बीज बाजार की संरचना (Structure of Seed Market):-

i. किसान से किसान को वितरण (Distribution from farmer to farmer):- कोई किसान पड़ोसी किसान को नकद भुगतान करके बीज खरीद सकता है अथवा पड़ोसी किसान के साथ बीज का आदान – प्रदान कर सकता है।

(A farmer can purchase seeds by paying cash to the neighbouring farmer or exchange the seeds with the neighbouring farmer.)

ii. पंजीकृत उत्पादकों द्वारा वितरण (Distribution by Registered Growers):- कोई पंजीकृत उत्पादक किसान को नकद भुगतान लेकर बीज बेच सकता है अथवा किसान के साथ बीज का आदान – प्रदान कर सकता है।

(A registered growers can sell the seeds by receiving cash from the farmer or exchange the seeds with the farmer.)

iii. सहकारी समिति द्वारा वितरण (Distribution by Co-operative society):- सहकारी समिति के द्वारा कम दाम पर किसानों को बीज बेचा जा सकता है।

(Seeds can be sold to farmers by cooperative societies at a low price.)

iv. कृषि विभागों द्वारा वितरण (Distribution by Agriculture Departments):- बीज को सरकार के द्वारा खरीदा जाता है। उसके पश्चात कृषि अधिकारी व क्षेत्र विकास अधिकारी के द्वारा किसानों को वितरित किया जाता है।

(The seed is purchased by the government. After that it is distributed to the farmers by the Agriculture Officer and Area Development Officer.)

v. गैर सरकारी या अर्ध सरकारी संस्थाओं द्वारा वितरण (Distribution by private or semi - government agencies):- इस विधि में बीज वितरकों एंव बीज विक्रेताओं के फैले जाल के द्वारा बीज का वितरण किया जाता है।

(In this method, seeds are distributed through a network of seed distributors and seed sellers.)

d. बीज विक्रय प्रोत्साहन (Seed Sales Promotion):-

·         अच्छे बीज के लिए किसान की माँग को जगाने व प्रेरित करने की आवश्यकता होती है।

(Farmers needs to awaken and motivate for the demand of good seed.)

·         इसके लिए बीज निगम व बीज विक्रेता दोनों की भागीदारी आवश्यक होती है।

(For this, the participation of both the seed corporation and the seed seller is necessary.)

·         इन दोनों का मुख्य कार्य नए जारी किए गए बीजों के गुणों को प्रदर्शित करना व किसानों को बीज खरीदने हेतु प्रेरित करना है।

(The main function of these two is to demonstrate the qualities of newly released seeds and motivate farmers to buy seeds.)

·         इसमें निम्न क्रियाएँ सम्मिलित हैं:-

(It includes the following activities: -)

i. विभिन्न प्रचार सामग्रियों का उपयोग करना।

(Using various promotional materials.)

ii. किसानों से मिलना।

(To meet the farmers.)

iii. सार्वजनिक सभाओं का आयोजन करना।

(Organizing public meetings.)

iv. बीज के नमूने दिखाना।

(Display of seed samples.)

v. बीज के असफल होने पर उनका पूरा धन वापिस करने की गारंटी देते हैं।

(If the seeds fail, they guarantee to return their entire money.)

vi. किसानों को समय – समय पर आवश्यक जानकारी देना।

(Provide necessary information to the farmers periodically.)

vii. किसानों की समस्याओं का निराकरन करना।

(To solve the problems of the farmers.)

3. केन्द्रीय विपणन सेल (Central marketing cell):- इसका कार्य बीजों को संग्रहित करके, उनका संसाधन, पैकिंग करना व फुटकर विक्रेताओं को बीज का हस्तांतरण होने तक भंडारित करना है। फुटकर विक्रेताओं की नियुक्ति, बिक्री प्रोत्साहन तथा मूल्य निर्धारण करना आदि भी इसी सेल के कार्य हैं। इसकी क्षेत्रीय इकाइयों का कार्य फुटकर विक्रेताओं को बीज तथा प्रोत्साहन सामग्री की आपूर्ति करना है।

(Its function is to store the seeds, process them, packing and storing them till the seeds are transferred to the retailers. Appointment of retailers, sales promotion and pricing etc. are also functions of this cell. The function of its regional units is to supply seeds and promotional material to retailers.)

4. बीज विपणन में OECD की भूमिका (Role of OECD in Seed Marketing):-

·         OECD = Organization for Economic Co-operation and Development

·         OECD की स्थापना 1958 में हुई थी।

(OECD was established in 1958.)

·         यह संस्था अन्तर्राष्ट्रीय बाजार में जाने वाले बीज का प्रमाणीकरण करती है।

(This organization certifies the seeds that go into the international market.)

·         अब तक 61 देश इसकी सदस्यता ले चुके हैं।

(Till now 61 countries have taken its membership.)

·         इसका मुख्य उद्देश्य उच्च गुणवत्ता सम्पन्न बीज के उत्पादन व उपयोग को प्रेरित करना है।

(Its main objective is to motivate the production and use of high quality seeds.)

5. बीज विपणन में WTO की भूमिका (Role of WTO in Seed Marketing):-

·         WTO = World Trade Organization

·         यह बीज के व्यापार को स्टीक (Smooth), ईमानदार (Fair) व स्वतन्त्र (Free) बनाने तथा अनुमान लगाने में विभिन्न देशों की मदद करता है।

(It helps various countries to make the seed trade smooth, fair and free and to forecast the seed demand.)