Welcome

Introduction

Market Segmentation It is the process of dividing a heterogeneous market into homogenous sub units Market segmentation is a marketing concept which divides the complete market set up into smaller subsets comprising of consumers with a similar taste, demand and preference.

market is Segmented based on factors such as Soil Agro-climatic zones Water source Topography Crop duration Incidence of pest and diseases Size of holding Purchase behaviour Type of seeds Extent of area under crop.

Based on soil Black : late sowing, high water retention Red : low water retention, early sowing Loamy Any combination of all three

Based on agro climatic zones 1. North Eastern Transition Zone (Bidar, Humnabad, Aland) 2. North Eastern Dry Zone ( Raichur, Gulbarga, Yadgir) 3. Northern Dry Zone ( Gokak, Athani, Bijapur, Bagalkot, Koppal) 4. Central Dry Zone ( challakere, chitradurga, Pavagada, Koratagere) 5. Eastern Dry Zone (Tumkur, Kolar, Bangalore) 6. Southern Dry Zone (Mandya, Mysore, Chamrajnagar ) 7.Southern Transition Zone (shimoga , Belur , Bhadravati) 8. Northern Transition Zone(Belgaum, Dharwad, Haveri) 9. Hilly Zone (Mudigeri, Somwarpet,Thirathahalli) 10. Coastal Zone( Kumta, Udupi, Karwar, Mangalore)

Based on water source Rainfed : Irrigated Canal Ground water Tank Any combination of above sources Rain fed : Low input ( including water ) requirement , short duration, sustained yield during drought period. Irrigated: High input responsive, high yielding , long duration.

Based on Topography Costal hilly region plains Semi Malnad Southern plains

Based on crop duration Short duration: where only rain fed farming is practiced. Medium duration: dry land areas where irrigated and rain fed farming is practiced. Long duration

Based on incidence of pest and diseases Susceptible : Rabi and summer season Tolerant : kharif season

Based on size of holding Small farmers Medium farmers Large farmers Large farmers are innovators & leaders and hence company should target large farmers because medium and small farmers follow large farmers.

Based on purchase behavior Purchase before 7 days of sowing Purchase before 15 days of sowing Strongly Loyal : They are sure to purchase Loyal : If seed is available in shop he will purchase Brand Switchers : always look for new brands based on price or other characteristics

Based on type of seeds Hybrids: 100% seed replacement ratio Varieties: 25-50 % seed replacement ratio

Extent of area under crop Major growing areas Minor growing areas Traditional growing areas( North Karnataka) Non-Traditional growing areas ( South Karnataka)

Sunflower Crop: An introduction SCIENTIFIC NAME Helianthus annuus FAMILY Asteraceae ORIGIN America RDF IRRIGATED Kg/ha (N.P.K) 60-75-60 RAINFED Kg/ha (N.P.K) 35-50-35 YIELD Variety 10-12 quintal/ha Hybrid 15-20 quintal/ha

Sowing time zone Kharif season Rabi summer 1and 2 June-September August-September December-June 3 September-October 8 August

Summary of Area, Production and Productivity in Karnataka Particulars Irrigated Rainfed Total Area ( ha.) 176202 617963 786761 Production ( tonnes) 109378 141936 251017 Productivity (kg/ha) 653 241 331 Particulars Irrigated Rainfed Total Area Bijapur (14%) Raichur (17%) Raichur(16 %) PRODUCTION Bagalkot (16%) Gulbarga (18%) Gulbarga (12%) PRODUCTIVITY Shimoga (319%) Davangere(223%) Shimoga (615%)

Agro-climatic Zones of Karnataka and Sunflower Crop Zone No. & Name Kharif Rabi Summer 1. North Eastern Transition Zone (Bidar, Humnabad, Aland) . 2. North Eastern Dry Zone ( Raichur, Gulbarga, Yadgir) 3. Northern Dry Zone ( Gokak, Athani, Bijapur, Bagalkot, Koppal) 4. Central Dry Zone ( challakere, chitradurga, Pavagada, Koratagere) 5. Eastern Dry Zone (Tumkur, Kolar, Bangalore) NO 6. Southern Dry Zone (Mandya, Mysore, Chamrajnagar ) 7.Southern Transition Zone (shimoga , Belur , Bhadravati) 8. Northern Transition Zone(Belgaum, Dharwad, Haveri) 9. Hilly Zone (Mudigeri, Somwarpet,Thirathahalli) 10. Coastal Zone( Kumta, Udupi, Karwar, Mangalore)

AGRO CLIMATIC ZONES OF KARNATAKA 1 North Eastern Transition Zone 2 North Eastern Dry Zone 3 Northern Dry Zone 4 Central Dry Zone 5 Eastern Dry Zone 6 Southern Dry Zone 7 Southern Transition Zone 8 Northern Transition Zone 9 Hill Zone 10 Coastal Zone

Hybrids released by Advanta India Crop duration Tolerance to water stress Other Suitable zone PAC 309 < 88 days High Suitable for early Kharif 1,2 PAC 336 Early to medium Moderate - 2,3,4,6 PAC 36 1,3,4 PAC 3776 Medium Low Assured rainfall or irrigation 7,8 PAC 334 Stable yield in stress condition 1,3,4,6 PAC 8699 Long to extra long Very low PAC 361 Long Black soil 8 Sunny 1

Description of Zones growing Sunflower Zone No. & Name Rainfall (mm) Soil type Hybrid 1. North Eastern Transition Zone (Bidar, Humnabad, Aland) 830-919 Black clay soil, red lateritic PAC 36, 309,334 2. North Eastern Dry Zone ( Raichur, Gulbarga, Yadgir) 633-807 Black soil PAC336, 334, 309 3. Northern Dry Zone ( Gokak, Athani, Bijapur, Bagalkot, Koppal) 465-786 Black clay and sandy loam PAC 36,336, 334 4. Central Dry Zone ( challakere, chitradurga, Pavagada, Koratagere) 456-717 Red sandy loam and black lateritic PAC 36, PAC336, PAC 334 6. Southern Dry Zone (Mandya, Mysore, Chamrajnagar ) 671-889 Red sandy loam , black clay PAC336,334 7.Southern Transition Zone (shimoga , Belur , Bhadravati) 612-1054 Red sandy loam , red loamy PAC 3776, 8699, Sunny1 8. Northern Transition Zone(Belgaum, Dharwad, Haveri) 618-1303 Black clay soil and red sandy loam PAC 3776, 8699,361,Sunny 1

COMPARISON OF ADVANTA INDIA HYBRIDS WITH OTHER COMPETING VARIETIES AND HYBRIDS Variety / Hybrid Duration Yield ( quintals per hectare ) Oil content (%) BSH-1 100-105 13 41 Modern 75-80 6-8 38-40 KBSH-1 - 12-15 43 Sugene-85 15-22 40-43 PAC 36 100 16.88 40-42 PAC 1091 16.8 37.4 MSFH-1 105-110 13-15 39-41 EC 68415 100-110 8-10 MSHF-17 85-88 17-19 40-41