Rohm and Haas Marketing Strategy

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					Your Partner in Agribusiness
                                       Global Vision

  By partnering with farmers on an equitable basis,
  Global AgriSystem will position itself as India’s
  premier Supply Chain Managers, providing best
  quality fresh produce to retailers, exporters and
  processors.
  Global AgriSystem will revitalize Indian
  agriculture by introducing post-harvest technology
  and management skills of the highest
  international standard
 Global AgriSystem – Your preferred partner in
  agribusiness

Privileged and Strictly Confidential                   2
                                       Background

  Incorporated as Cebeco India [ jv with Cebeco
   Group Co-operative, Holland] on 13th January
   1998
  Now a Katra Group company, www.katra.biz
  India’s largest agribusiness services and
   solutions firm
  Offers consulting, technical assistance, post
   harvest technology and fresh produce
  Operates in India and Africa

Privileged and Strictly Confidential                3
                                            Management




                                                   Gokul Patnaik
                                                    Chairman




                                   Kunal Kumthekar                                     A.T.Jacob
  Ramesh Vangal
                                                               S K Sharma               Director
      Director                          Director
                                                             Managing Director   M.D., Katra Phytochem
Chairman Katra Group              Director, Nine Rivers




Privileged and Strictly Confidential                                                             4
                                       Business Units


                                           Agribusiness
                                             Services




                                                    Turnkey &
  Consulting &                                                  Fresh Produce
                                   Post Harvest       Project
   Technical                                                        & SCM
                                     Services      Management
   Advisory                                                       Solutions
                                                     Services



Privileged and Strictly Confidential                                      5
                                       Team GAPL




Privileged and Strictly Confidential               6
       Business Unit

Consulting & Technical Advisory
                                       Overview

  India’s largest consulting and technical services
   provider
  Clients include Indian Government, corporates
   and international agencies
  Over 200 projects delivered covering pan India
  New business areas include agribusiness
   development in West Africa




Privileged and Strictly Confidential                   8
                                       Scope of Services

                                              Consulting
                                             & Technical
                                           Advisory Services




         Projects                 Industry Services      Project Finance       Engineering




    Area Sector Market                                                       Design & Planning
       Survey                                           Aid, Grant&Subsidy
                                  Technology                                 Tender Papers
    Project Reports                                     Partner Search
                                  Audits
                                                        Bank Appraisals
                                                                             Procurement
    Business Plans
                                  Process & Protocols                        Technical
    Evaluation
    M&A                                                                       Supervision

Privileged and Strictly Confidential                                                     9
                                          Clients

           Government of India                International Agencies
            Commerce
                  – APEDA
                                               Asian Development Bank
            Agriculture
                  –   NHM
                                               World Bank
                  –   DMI
                  –   NHB
                  –   NAFED                    Common Fund for Commodity
                  –   NDDB
                  –   SFAC                     International Finance Corporation
                  –   NIAM
            Food Processing Industries  Food & Agriculture Organization
            Home Affairs                Government of the Netherlands
                  – Inter State Council          – EVD
            Petroleum
                  – IOC
            Central Warehousing
             Corporation(CWC)

Privileged and Strictly Confidential                                        10
                           State Government Clients

               NORTH                     SOUTH
                  Punjab                   Andhra Pradesh
                  Haryana                  Kerala
                  Uttar Pradesh            Tamil Nadu
                  Himachal Pradesh         Karnataka
                  Uttarakhand           EAST
                  Jammu & Kashmir          West Bengal
               NORTH EAST                   Orissa
                  Meghalaya                Bihar
                  Sikkim                   Chattisgarh
                  Arunachal Pradesh        Jharkhand
                  Nagaland              WEST
                  Assam                    Rajasthan
                  Tripura                  Gujarat
                  Manipur                  Goa
                  Mizoram                  Maharashtra



Privileged and Strictly Confidential                          11
                                  Agribusiness Clients

        Tata Group                            Field Fresh Foods
          – Rallis
          – Tata Chemicals Khet Se             Escorts
          – Hi-Tech Drilling
                                               Acme Fresh
        A V Birla Retail
                                               Kellogg Brown & Root, USA
        Adani Agri Fresh
                                               Nive bv, Holland
        Heritage
          –   Heritage Foods                   Aviko bv, Holland
          –   Fresh@
                                               Rixona bv, Holland
        Hero Group
                                               Certis bv, Holland
        Reliance Retail
                                               Servi Doryl SA, France
        Chambal Chemicals & Fertilizers
                                               Rohm & Haas Inc, USA

Privileged and Strictly Confidential                                        12
                                       Partnerships

    Ernst & Young, India                     IDFC, India

    Price Waterhouse Cooper,                 ACI, USA
     India
                                              ANZDEC, New Zealand
    Deloitte Touche Tohmatsu,
     India                                    HTSPE, UK

    Rabo Bank, India                         Agriment, Holland




Privileged and Strictly Confidential                                 13
       Business Unit

Turnkey & Project Management
                                       Overview

  Integrated agribusiness, technology and service solutions
  Using knowledge base and relationship using technology
   engineered to Indian conditions in
       – Custom growing
          • 40,000 acres grain and cereals
          • 5,000 acres vegetables
          • 4,000 acres fruit orchards
       – Agri Engineering & Project Management
          • Fresh Produce Packhouses
          • Cold Stores
          • Distribution Centers
          • Food Industry
       – Technology Development
          • Cheese & Paneer Processing Technology


Privileged and Strictly Confidential                     15
                                         Scope of Services
                                                       Turnkey &
                                                         Project
                                                      Management
                                                        Services




                                                              Facility Build
    Contract Farming                       Sourcing              Operate           Technology
                                                              & Management




                                                             Design & Planning
    Agri Extension                     Planning                                  Process
                                                             Technology
    Crop Supervision                   Buying Support                             Development
                                                             Procurement
    Partnerships                       Producer and Seller                       Process Viability
                                                             Monitoring
    Farmer Enrolment                    Linkages                                 Localization
    Post Harvest                                             Operation
                                       Sourcing Teams                            Commercializing
    Marketing Support                                        Management
                                       Audits

Privileged and Strictly Confidential                                                           16
                                       Projects

      Tata Chemicals Khet Se                   Aditya Birla Retail
         – Packhouse & Cold Store,                – Retail F&V Sourcing, national
           Malerkotla Punjab
                                                Sunshine Farms
      Punjab Agri Food Park                      – 1000 acre farm, Packhouse and
         – Nursery, Packhouse, IQF Unit,            MA store, Uttar Pradesh
           Sirhind, Punjab
                                                HPMC
      Heritage Foods                             – Apple Packhouses
         – Packhouse & Cold Store,                – Apple Juice Concentrate Plants
           Madanapalli, Andhra
         – Packhouse & Cold Store, Mulugu       Indian Hotels
           Medak, Andhra                          – IQF & RTE, RTC Foods
      Field Fresh Foods                        Escorts
         – Center of Excellence, Ludhiana,        – 40,000 acre custom growing
           Punjab                               Acme
         – Custom Growing & Sourcing,             – Packhouse & Cold Store, Gurgaon
           national




Privileged and Strictly Confidential                                                17
Fresh Produce Supply Chain
                                       SCM Model

  Agri Extension & Technology Transfer to small
   farmers
  Procurement Hubs at strategic locations
  Distribution Centers at Major Markets
  Activities
    – Contract farming on 2000 acres around each facility
      for 1-2 national/regional products and 6-7 local
      products
    – PHM to meet product requirements & customers
      needs
    – Need based long term storage (ambient & controlled
      temperature/CA)
    – Value added customized packaging for retail
Privileged and Strictly Confidential                    19
                      GAPL Model of Supply Chain

                                             Contract Farmer



  Aggregator                                                           Contact Farmer




                                                        PH




                                                      DC




      Food Processors                            Organized Retail
                                                                    Exports
                                       21 July 2011
Privileged and Strictly Confidential                                            20
                             Business Model for SCM
                                          Direct                         Contract
Backward                               Procurement                       Farming
Linkages

                                               Collection Centers
                                               •Consolidation
                                               •Aggregation



                  Cold Storage                 Minimal Processing Centre                    Dry
Value             •Pre Cooling                 •Sorting/Grading                           Storage
Addition          /Hydro Cooling               •Ripening/Pre-cooling/ Drying
                                               •Cutting/dicing

                                               Distribution Centre
                                               •Batch Making & Packing
                                               •Dispatch



                        Refer Vans

Forward
Linkages
                    Exports              Institutional        Own Retail/              Domestic
                                       /Corporate Sales    Wholesale Network        Wholesale Markets
Privileged and Strictly Confidential                                                            21
                         GAPL supply chain network
          Existing hubs
             –   Nasik (Maharashtra)
             –   Indore (Madhya Pradesh)
             –   Sikandrabad (Uttar Pradesh)
             –   Agra (Uttar Pradesh)
             –   Ludhiana(Punjab)
             –   Solan (Himachal)
             –   Belgaum (Karnataka)
             –   Karur (Tamilnadu)

         Proposed Hubs- (2009 - 10)
            –    Kullu
            –    Chomu
            –    Valsad
            –    Guwahati
            –    Bhubaneshwar
            –    Anantpur


         Future Targets (2010-12)
           – 14 units to be established in next 2 years for which 11 potential locations already identified
           – Horizontal & vertical expansion of selected units

Privileged and Strictly Confidential                                                                          22
                                         Supply Chain Network

KULLU

                                                                             SOLAN

LUDHIANA



DELHI
AGRA

CHOMU                                                                        GUWAHATI

BULANDSHAHAR




INDORE

VALSAD
                                                                             BHUBANESHWAR
NASHIK

MUMBAI

                                                                             HYDERABAD
BELGAUM


                                                                             ANANTPUR


                                                                             CHENNAI
BANGALURU
                                                                             KARUR




                                         Pack House    Distribution Centre

                                            Existing       Existing

  Privileged and Strictly Confidential      Planned        Planned
    Supply Chain Network - 2012

                              Solan
      Kullu
                                   Bulandshahar
   Ludhiana
                                 Agra               Guwahati
Ganganagar            Delhi




Indore


   Valsad                                     Kolkatta

   Nashik
             Mumbai                        Patna
   Sangli
                                     Bhuwaneshwar

                                 Jalgaon
    Belgaun
              Bangalore
                                 Ananthapur

                                                         Existing
    Mettupalayam                 Karur                   Under Imple
                                                         Phase II


                                                                       24
       Where we want to be
 Particulars    2010-11       2011-12
  2012-13
 Turnover       114.01 Cr     167.73 Cr
  212.27 Cr
 Gross Profit    35.79 Cr 51.07 Cr   64.04
  Cr
 EBIDTA          24.75 Cr 37.66 Cr   48.68
  Cr



                                           25
    Expansion-Phase-I
    Location                          Type
                        Project Cost
    Karur        Green Field          347.54 Lacs
    Solan        Green Field          643.63 Lacs
    Belgaum      Green Field          571.01 Lacs
    Jalgaon      Lease                100.00 Lacs
    Kullu        Lease                125.00 Lacs
    DC-Delhi     Lease                75.00 Lacs
    DC-Mumbai Lease                   75.00 Lacs
    DC- BangaluruLease                90.00 Lacs
    TOTAL                             2,027.49 Lacs


                                                       26
          Summary
 Particulars               Project
  Cost
 Existing Units            2,458.14
  Lacs
 Expansion Phase-I    2,027.49 Lacs
 Expansion Phase-II   1,757.03 Lacs
 TOTAL                6,242.66 Lacs
 Equity               2,797.77 Lacs
 Term Loan            2,283.53 Lacs
 Subsidy              1,161.31 Lacs


                                       27
                                STRATEGY: MARKET DOMINANCE
           Product              THROUGH NATIONAL FOOTPRINTS
         Development             & PRODUCT DIFFERENTIATION




These 5 products make up 52% of consumers’ purchase basket
                                                             28
                       SOURCING: AS A MEANS TO GET
Sourcing               BEST QUALITY PRODUCE AT BEST
                       MARKET PRICE

           Contract Farming:-
           Contract farming would be carried out through an agreement with
           farmers. Typically, the farmer will produce established quantities of an
           identified produce, meeting the quality standards and delivery schedule
           set by the company. Prices will be set up depending on the product either
           in advance or indexed to reference market(s). GAPL is already involved in
           the contract Farming in Products like Carrots, Onions, Grapes, Baby Corn
           etc.

           National Sourcing Team:-
           This team will be constituted at the Central level. This team will remain
           mobile identifying the orchards at different places all over India. This
           team will be involved in the sourcing of Fruits and vegetables across
           India.

           Guaranteed Off Take::-
           In this model Global Agri Systems Pvt. Ltd. Will enter into a contract with
           the large farmers or group of farmers having large acreage starting from
           50 acres and above. GAPL will provide crop planning and technical
           know-how and other support including critical inputs, to those farmers
           for growing products, which will be marketed through company network




                                                                               29
                       SOURCING: AS A MEANS TO GET
Sourcing               BEST QUALITY PRODUCE AT BEST
                       MARKET PRICE

           Contract Farming:-
           Contract farming would be carried out through an agreement with
           farmers. Typically, the farmer will produce established quantities of an
           identified produce, meeting the quality standards and delivery schedule
           set by the company. Prices will be set up depending on the product either
           in advance or indexed to reference market(s). GAPL is already involved in
           the contract Farming in Products like Carrots, Onions, Grapes, Baby Corn
           etc.

           National Sourcing Team:-
           This team will be constituted at the Central level. This team will remain
           mobile identifying the orchards at different places all over India. This
           team will be involved in the sourcing of Fruits and vegetables across
           India.

           Guaranteed Off Take::-
           In this model Global Agri Systems Pvt. Ltd. Will enter into a contract with
           the large farmers or group of farmers having large acreage starting from
           50 acres and above. GAPL will provide crop planning and technical
           know-how and other support including critical inputs, to those farmers
           for growing products, which will be marketed through company network




                                                                               30
  Market      MARKETING: AS A STRATEGY TO INCREASE THE
                VALUE REALISATION AND ENHANCING THE
Development      INTRINSIC VALUE OF THE ORGANISATION

               Central Marketing: The central marketing team will coordinate
               with all the hubs. It will be involved from sourcing till the final
               distribution and sales of the products. Core Marketing Strategies
               will be developed and be repository of brand

               Verticals: Separate Marketing verticals will be developed for the
               five major crops like Onion ,Potato, Carrot, Tomato, banana.
               Execution of all the activities from sourcing till sales will be done
               by these verticals and coordination will be maintained with the
               hubs

               Packaging Concepts
               Packaging design for the brand will reflect the brand's attributes
               and positioning. The packaging design will be aligned to the
               various product offerings

               Distribution
               •Distribution Networks at Chennai, Bangaluru, Mumbai, Delhi
               &Kolkatta to be leveraged for supplies and be developed as Cash &
               Carry points

               Brand guidelines for marketing materials
               A fixed family of colours with PMS, CMYK & RGB break downs.
               Rules of Typography with fonts, weights & sizes for future use.
               Appearance of logo/mark with placement position & size, etc.



                                                                             31
            MANAGEMENT CONTROL TOOLS: Each unit will be an
SYSTEMS &   Independent profit center, will have its own set of plans, strong
            systems and processes & corporate level strategic planning &
PROCESSES   monitoring

                     Business Planning
                     •Planning at two levels – Unit and Corporate
                     •Unit level planning -Volume driven, Target Oriented,
                     Responsibility for the top line & bottom line
                     •Corporate level planning - Policy driven, Strategic and long term
                     decision making, National co-ordination
                     Inventory Control & Sales
                     •Central MIS cell to monitor all the units for Inventory,
                     Procurement and Sales. Reporting on day to day basis
                     Accounts & Finance
                     •Day to day book keeping at the unit
                     •Corporate Finance Team to look after the capex, credit, internal &
                     statutory audits
                     •Frame policies and guidelines regarding book keeping formats
                     and accounting practices
                     Sourcing & Quality
                     •Corporate sourcing strategy based on National Marketing plan.
                     •Implemented by units
                     •Quality specifications, monitoring processes and guidelines to be
                     developed by National team
                     •Traceability to be ensured at all levels




                                                                                  32
                                                       RISK MANAGEMENT: AS MEANS TO REDUCE THE
            Risk                                         HAZARDS AND STREAMLINE THE BUSINESS
         Management                                        PROCESS TO IMPROVE THE EFFICIENCY


Strategic Risk: Sourcing Decisions of what to source
    and from where to source

Operational Risk: Risk In terms of Low Shelf Life of
   Produce , Cold Chain Breakdown, Quality Issues

Market Risk: Market Fluctuations in Terms of Demand
   & Supply, export market behavior

Financial Risk: Unexpected Changes in Prices or rates



Risk management cell will be constituted at corporate
level for live assessment of risks for each unit and its
seasonal operations and work out mitigation
strategies. This cell is expected to be operational by
2012




                                                                                          33
                                          Organogram 2012 –
                                           Corporate (SCM)

                                                      Board /
                                                     CHAIRMAN

                                                Managing Director



                 Chief Finance                                                Head
                    Officer                                                  Marketing

                                                                                     Manager
                            Manager           Manager                          Strategic Planning &
Senior Manager               Project         Logistics /                             Inst Sales
    Finance               Implementatio      Distribution
                                n                                               Manager Quality
                                                                                  Assurance
               Internal     Manager
               Auditors       MIS

   Accounts
   Executive
                          Regional Heads (Sikandrabad, Nasik, Ludhiana, Kolkatta),
                                                Avan Agro



                                      21 July 2011                                   34
                                                                                               34
                                   Amaya Food -Nasik
                                                 GRADING LINES




                                                COLD STORE

                    PACK HOUSE

Privileged and Strictly Confidential                             35
                       Discussion with Stakeholders




Privileged and Strictly Confidential                  36
                                       Nursery




Privileged and Strictly Confidential             37
                                  A Field Day In Nasik




Privileged and Strictly Confidential                     38
                           Sunshine -Sikanderabad
                            Amidst Growing Fields




Privileged and Strictly Confidential                39
                       Improved Farm Equipment




                                            ROTAVATOR
                       PNEUMATIC SEEDER




                                          LASER LEVELLER


Privileged and Strictly Confidential                       40
                                       Carrot Field




Privileged and Strictly Confidential                  41
                                Carrot – Just Harvested




Privileged and Strictly Confidential                      42
                                       Indore Cold Store




Privileged and Strictly Confidential                       43
Your Partner in Agribusiness
    Visit us at www.globalagri.com

				
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