Digital Marketing of Andhra Pradesh Girijan Co-Operative Corporation Ltd. Products: Opportunities and Challenges
Dr. J. Ravikumar
Assistant Professor,
Department of Commerce,
Osmania University
Hyderabad
Asst. Professor,
Department of Commerce,
SUM GDC, Kondanagula,
Nagarkunool, Telangana.
Dr. R K Bandaru
Asst. Professor- II,
School of Commerce and Economics,
KIIT Deemed University,
Bhubaneswar
Abstract
Andhra Pradesh Girijan Co-operative Corporation (GCC) is one of the largest Tribal Development Co-operative Agencies in India for pure & natural products. GCC has exclusive rights to procure Minor Forest Produce in the forest areas of Andhra Pradesh. The Corporation serves nearly 2.8 million tribal population spread over 32,000 sq.km of forest cover in the state of Andhra Pradesh. APGCC is established in the year of 1956. This mammoth enterprise functions through a network of a Corporate Head Office at Visakhapatnam, 7 Divisional Offices all over the state, 25 Girijan Primary Co-operative Marketing Societies with their 523 Domestic Requirement Depots even at remote and inaccessible tribal habitats besides 130 Godown points, 300 Procurement points (Shandies) with large transport fleet. Girijan Co-Operative Corporation Ltd Andhra Pradesh has been procuring the minor forest produce from the Tribes and after the process, GCC selling them through off line and online mode. The present study is aimed to identify the digital Marketing opportunities and Challenges of GCC products and communicate the results to the Andhra Predesh GCC to improve the online sale of products more effectively.
Keywords: Girijan Co-Operative Corporation, Digital Marketing, Online Products
Introduction
The dense lush green forests of Andhra Pradesh, a bountiful source of natural products and home to 2.8 million tribals. 70 years ago, Girijan Co-operative Corporation(GCC) undertook the guardianship of these tribals. To protect them from exploitative middlemen, petty traders and establish a mutually beneficial relationship between them and rest of the world. Under the able management of GCC, these tribals gather quality Minor Forest Produce which reaches you in pure “Ready to Use” form to improve the quality of your life. GCC brings a wide range of pure & natural products... Produced by nature and procured by Girijans.
Andhra Pradesh Girijan Co-operative Corporation (GCC) is one of the largest Tribal Development Co-operative Agencies in India for pure & natural products. GCC, with its infrastructure and 1104 employees, that includes Credit Clerks cum Purchase Assistants , Godown Assistants, salesmen ensures effective and timely service to tribals on one hand and the consumers of Andhra Pradesh on the other. The Corporation serves nearly2.8 million tribal population spread over 32,000 sq.km of forest cover in the state of Andhra Pradesh. APGCC is established in the year of 1956. This mammoth enterprise functions through a network of a Corporate Head Office at Visakhapatnam, 7 Divisional Offices all over the state, 25 Girijan Primary Co-operative Marketing Societies with their 523 Domestic Requirement Depots even at remote and inaccessible tribal habitats besides 130 Godown points, 300 Procurement points (Shandies) with large transport fleet.
Vision
To empower and engage the tribals of Andhra Pradesh for their Socio-economic upliftment through marketing of their minor forest produce and surplus agricultural produces and to reach out the best quality natural, pure and organic products to the urban consumers at reasonable price.
Mission
The Girijan Co-operative Corporation is a public Sector undertaking of Govt. of Andhra Pradesh established in the year 1956 with a Single Mission which is the Socio-economic upliftment of Tribals in the State of Andhra Pradesh.
Functions of GCC
Review of Literature
Dr. D. Satish Babu found that the results are envisage that several problems and deficiencies exist in organsational functional activity marketing and infrastructural aspects of reorganization. Shamrao Koreti discussed the Gond women lived her life shoulder to shoulder with the male sharing in all work, including earning of a livelihood. Most of the domestic work centered on her. She looked after the children, rearing livestock, cooked food for family. After independence has resulted in a great deal of change in the traditional life of the gonds. In urban areas now it is difficult to distinguish between the gonds and the non-gonds at social gatherings. The gonds have suitable accommodated a number of things in their household articles, human attires, food habits and personal hygiene’s. Ravi Prakash Stated that the tribals will get a true and fair price by eliminating the middlemen and petty traders. Introduction of Computerization will make the system transparent and corruption-free and he mention that the Girijan Co-operative Corporation Ltd. is shortly planning to make available their products like Honey, Nannari Sharabth, Triphala churnam, Jasmine Soaps etc., at shopping malls in main cities. Mr.Neelmani Jay Sawal and Mrs. Sudeshna Saha found that tribes are treated as alienated entity from mainstream society. Even if government schemes are initiated for their welfare but that goes to the hands of upper caste people of society. The other problem before India is explosive population growth which undermines the whole development process. The absence of proper education is leading the tribes to live in a situation of darkness and agony. Therefore, amalgamation of numerous problems are leading rural and tribal issues multiply which needs a serious restructuring and planned approach. Dr.Pramila Pravan Patnaik found that the main aim of PESA Act is to facilitating participatory democracy in tribal areas by empowering the Gram Sabha to manage and control it own resources. This act covered control over money lending, Matters of prohibition, Ownership of Minor forest produce, Land transfer and Regulation of village market. The management of village markets is an important task assigned to the Panchayat Raj Institutions under PESA, village market normally exists in every GP. Mrs. Anjalli Vachhani Suggested that the significance of credibility in business in general and e-marketing in particular is enormous which can be addressed with skill development in the field of information technologies. G. Reza Kiani suggested that the business leaders and marketers understand the potentials of the virtual market and the opportunities offered by this new environment and use them effectively to support their objective Ms.Arjinder Kaur, Ms.Gurveen Sandhu concluded that the government and individuals are encouraged to join hands and see to the development and appreciation of marketing in all the economies of developing countries.
Need for the study
Girijan Co-Operative Corporation Ltd Andhra Pradesh has been procuring the minor forest produce from the Tribes and after the process, GCC selling them through off line and online mode. The present study is aimed to identify the digital Marketing opportunities and Challenges of GCC products and communicate the results to the Andhra Predesh GCC to improve the online sale of products more effectively
Scope of the study
The present study is restricted to identify the Digital Marketing opportunities and challenges of Girijan Co-operative Corporation Ltd. Products
Objectives
Research Methodology
The study is a descriptive in nature and based on the nature of the study, the researcher has used the secondary data to identify Girijan Co-operative Corporation Ltd. performance and its products. The sources used to collect the secondary data are GCC annual Reports and official website of GCC, GCC magazines, press notes and also previous journals. The study used the simple statistical tools like Graphs, Charts, Tables, and ANOVA (EXCEL) test, ‘t’ test to present the data in statistical way.
Hypothesis
GCC Online Products
Girijan Co-Operative Corporation Ltd Andhra Pradesh has introduced a wide range of value-added products in various pack sizes (developed from forest based items and also agricultural produce commodities) to suit the consumers preference. Girijan Co-Operative Corporation Ltd Andhra Pradesh Online Products are
Pure and Natural (Organic) Products of Girijan Co-Operative Corporation Ltd.
Andhra Pradesh
|
1 |
HONEY |
5kg Can |
39 |
Turmeric powder |
100 gms. |
|
2 |
HONEY (Pet Jar) |
1kg |
41 |
Kukuma powder |
100 gms. |
|
4 |
HONEY (Pet Jar ) |
500 gms. |
42 |
Kukuma powder |
50 gms. |
|
6 |
HONEY |
250gr. |
44 |
Chilly powder |
500gr |
|
9 |
Flower Tamarind |
1kg |
45 |
Ragi Powder |
500gr |
|
10 |
Flower Tamarind |
500 grms |
46 |
Triphala powder |
100gr |
|
11 |
JasmineSoaps saver pack(5soaps) |
125gms. |
47 |
Triphala Ras |
500 ml |
|
12 |
Aloeverasoap saver pack(5sps) |
125gms. |
48 |
Soapnut Powder |
200gr |
|
13 |
Neem soap Saver pack (5sps) |
125gms. |
49 |
Sheekakai Powder |
200gr |
|
14 |
Turmeric soap Saver pack (5 sps) |
125gms. |
50 |
Soapnut Pulp |
500gr |
|
15 |
Aloevera soap |
150gms. |
51 |
Soapnut Shampoo |
5ml Scht |
|
16 |
Jasmine soap |
75gr |
52 |
Shikakai Shampoo |
5ml Scht |
|
17 |
Aloevera soap |
75gr |
53 |
Soapnut Shampoo |
100ml Btle |
|
18 |
Jasmin Soap |
125gr |
54 |
Shikakai Shampoo |
100ml Btle |
|
20 |
Aloevera soap |
100gr |
55 |
Coffee Powder 60/40 |
200gms. |
|
21 |
Jasmine soap |
100gr |
56 |
Vaisakhi Coffee Powder 70/30 |
200 gms. |
|
22 |
Neem Soap |
100gr |
57 |
Coffee Powder pure |
200 gms. |
|
23 |
Turmeric Soap |
100gr |
58 |
Coffee Powder 60/40 Special |
260 gms. |
|
24 |
Aloevera soap |
20gr |
59 |
Roasted Beans |
200 grms |
|
25 |
Jasmine soap |
35 grms |
60 |
Coffee Powder pure |
240 grms |
|
26 |
Gift pack 4 soaps |
125gr |
61 |
Nannari Tetra Pack |
200ml |
|
27 |
Nannari Sharbat |
750ml |
62 |
Jute Bags |
|
|
28 |
Bilva Sharbat |
750ml |
63 |
Coffee Gift Box Small |
10 kgs |
|
31 |
Cuttings |
500 gms |
64 |
Coffee Roasted Beans |
25 kgs |
|
32 |
Rajmah Red. |
500 gms. |
65 |
GCC Araku valley coffe cups liquid |
|
|
33 |
Dry Chillies |
200 grms |
66 |
Gift Boxes Big with 3 varaities |
|
|
35 |
Amla powder |
200gr |
67 |
Non Wave Covers |
|
|
37 |
Turmeric powder |
500 gms. |
68 |
Araku Valley Instant Coffee |
2 grms |
|
38 |
Turmeric powder |
200 gms. |
69 |
Araku Valley Instant Coffee |
10 grms |
Source:
Opportunities of Digital Marketing
There are many opportunities of digital marketing of Andhra Pradesh Girijan Co-operative Corporation Ltd. Some are discussed below.
Brand development
A well maintained website with quality content targeting the needs and adding value to GCC organic products target consumers can provide significant value and lead generation opportunities.
Optimize for conversion
The ability to track a consumer journey beginning at the first click allows GCC to test and optimize website for conversion on an ongoing basis.
Social Media Advertising
Social media gives brands the tools to target ads to a very specific demographic. For example most social networks such as LinkedIn allow brands to show ads only to people who belong to a specific age group or location. It can even target ads based on people’s likes and interests on the platform and on their business demographics. GCC can also leverage social listening to learn more about their competitors or to identify gaps or over saturations in the market.
Connect with mobile consumers
Having a dominant online presence that is optimized for Smartphone and Tablet users of india can influence buying behavior. Most of mobile searchers use their phones to check on prospective in-store purchases, and relevant information to their queries and also mobile users have purchased from a different brand than the one they had in mind because of the information listed.
Become more competitive
Digital marketing is how businesses are working now, and will continue to work in the future. If a business is not already in the digital marketing game, then it is behind.
Challenges Facing Digital Marketing
The major challenges digital marketing of Andhra Pradesh Girijan Co-operative Corporation Ltd. Some are discussed below.
Meeting Expectations of Consumers in the Digital Age
The mobile, always-on generation expects very different experiences from companies and organizations. Nobody wants to wait in line for services anymore. Instead, they want to be able to arrange their whole lives online.
The Age of Consumer Centricity
Gaining a more holistic view of a consumer is a key driver for GCC who realize that they need to simplify their brand experience. Being able to offer a good, joined-up experience across all consumer touch points is a competitive advantage.
Intensifying Competition
Digital channels are relatively cheap, compared with traditional media, making them within reach of practically every business of every size. As a result, it’s becoming a lot harder to capture consumers’ attention.
Speed and Innovation
In digital channels, marketing can happen at light speed – aka in real time. Once we put a campaign in market, we can immediately see user actions and reactions to it. No longer does it take months to compile data and write performance reports. With this comes the ability to optimize in real time as well. But too often, the companies don’t have processes in place to enable the quick reaction to problems or opportunities.
Organizational Structure and Knowledge Sharing
In many large organizations, departmental silos were created originally for the purpose of standardization and efficiency. Unfortunately, in the fast-moving digital marketing world, these very silos now mean incredible inefficiency, slowness to react to opportunities, and knowledge gaps. While most companies don’t have the luxury of reorganizing, there are processes that can be put in place to increase knowledge sharing and speed.
ANALYSIS
Table 1 shows the retail marketing division godown point wise sales for the financial year 2017-18. It is observed that the GCC organic product online sales took place in Hyderabad and Visakhapatnam division godown points only and the overall annual online sales were less than one percent (0.55%) among the total RMD godown point sales. It is also observed that the online sales of GCC products were (1.48%) in the month of January and followed by (1.02%) December and rest of months less than one percentage expect of April, May, July and February and this month’s online sales volumes were 0%. It is concluded that the GCC has to expand the online sales to remaining division godown points and also give the proper advertising about the GCC online products in print and electronic media.
Table 1
Retail Marketing Division Godown point wise Sales from April 2017 to March 2018
|
Sales |
Retail Marketing Division Godown point wise Sales |
Total |
Percentage |
||||||||
|
Month |
Hyderabad |
|
Visakapatnam |
Vijayawada |
Rajamahendravaram |
Tirupathi |
|||||
|
Offline |
Online |
Offline |
Online |
Offline |
Offline |
Offline |
Offline |
Online |
Total |
% |
|
|
Apl17 |
407527 |
0 |
3387630 |
0 |
3015071 |
2436470 |
4288509 |
13535207 |
0 |
13535207 |
0 |
|
17-May |
0 |
0 |
4430510 |
0 |
3443422 |
1545400 |
1152004 |
10571336 |
0 |
10571336 |
0 |
|
17-Jun |
973012 |
78840 |
4238969 |
2002 |
3288810 |
1809398 |
516829 |
10827018 |
80842 |
10907860 |
0.74% |
|
17-Jul |
319581 |
0 |
2116752 |
0 |
0 |
0 |
396654 |
2832987 |
0 |
2832987 |
0 |
|
17-Aug |
1257508 |
104389 |
4163098 |
0 |
3324867 |
2776247 |
453287 |
11975007 |
104389 |
12079396 |
0.86% |
|
17-Sep |
997326 |
24559 |
4537723 |
0 |
4019025 |
1723370 |
394849 |
11672293 |
24559 |
11696852 |
0.21% |
|
17-Oct |
1328002 |
79605 |
5148043 |
0 |
4179528 |
2483773 |
464587 |
13603933 |
79605 |
13683538 |
0.58% |
|
17-Nov |
1485170 |
91811 |
5730532 |
0 |
4393916 |
1680380 |
517860 |
13807858 |
91811 |
13899669 |
0.66% |
|
17-Dec |
1548580 |
152707 |
4864830 |
0 |
4983529 |
2509566 |
917409 |
14823914 |
152707 |
14976621 |
1.02% |
|
18-Jan |
1203180 |
225078 |
6109368 |
0 |
4941711 |
2126284 |
566017 |
14946560 |
225078 |
15171638 |
1.48% |
|
18-Feb |
1037692 |
0 |
6991340 |
0 |
4212803 |
2186108 |
803110 |
15231053 |
0 |
15231053 |
0 |
|
18-Mar |
1585653 |
76451 |
6163189 |
0 |
5172314 |
2512219 |
821980 |
16255355 |
76451 |
16331806 |
0.46% |
|
Total |
12143231 |
833440 |
57881984 |
2002 |
44974996 |
23789215 |
11293095 |
150082521 |
835442 |
150917963 |
0.55% |
Source: Computed from GCC Annual Reports
Table 2 shows the division wise retail marketing division sales for the financial year 2017-18. It is observed that the GCC organic product offline sales among the seven divisions Rampa Chodavaram stands first place with 254.16 lakhs followed by Tirupathi 200.58 lakhs, Paderu 108.74 lakhs, Srisailam 107.01 lakhs, Parvathipuram 54.36 lakhs, Seethampeta 35.34 lakhs and last place stands with 28.44 lakhs in Chintapalli. It is also observed that the total offline sale of GCC products in the year 2018 was 788.63 lakhs in all seven divisions. It is concluded that the GCC should concentrate on the seethampeta, chintapalli and parvathipuram divisions to implement the strategies to improve the sales volume.
Table 2
Division wise Retail Marketing Division Sales from April 2017 to March 2018
(Rs in Lakhs)
|
Sales |
Division wise Retail Marketing Division Sales |
|||||||
|
Month |
Seethampeta |
Parvathipuram |
Paderu |
Chinthapalli |
R.Chodavaram |
Tirupathi |
Srisailam |
Total |
|
17-Apl |
1.08 |
7.84 |
3.71 |
0.66 |
10.37 |
42.89 |
3.22 |
69.77 |
|
17-May |
1 |
2.12 |
3.66 |
0.85 |
11.93 |
11.72 |
4.62 |
35.9 |
|
17-Jun |
4.74 |
8.2 |
13.74 |
1.96 |
22.64 |
22.13 |
13.71 |
87.12 |
|
17-Jul |
6.39 |
2.9 |
12.51 |
3.22 |
3.52 |
6.33 |
4.22 |
39.09 |
|
17-Aug |
1.96 |
9.12 |
10.78 |
3.92 |
7.26 |
16.03 |
7.63 |
56.7 |
|
17-Sep |
4.49 |
4.87 |
6.26 |
2.49 |
14.48 |
12.95 |
10.25 |
55.79 |
|
17-Oct |
6.46 |
3.83 |
9.32 |
2.32 |
13.29 |
9.87 |
16.27 |
61.36 |
|
17-Nov |
0 |
5.04 |
8.72 |
3.85 |
9.25 |
7.82 |
7.12 |
41.8 |
|
17-Dec |
0 |
2.72 |
8.96 |
2.41 |
38.35 |
13.94 |
8.21 |
74.59 |
|
18-Jan |
0 |
1.96 |
9.65 |
2.45 |
44.16 |
14.36 |
20.46 |
93.04 |
|
18-Feb |
0 |
3.75 |
11.95 |
2.45 |
46.12 |
28.91 |
5.35 |
98.53 |
|
18-Mar |
9.22 |
2.01 |
9.48 |
1.86 |
32.79 |
13.63 |
5.95 |
74.94 |
|
Total |
35.34 |
54.36 |
108.74 |
28.44 |
254.16 |
200.58 |
107.01 |
788.63 |
Source: Computed from GCC Annual Reports
Table 3 and 3(a) show the mean difference between online sales and offline sales in respect of total sales of GCC. Based on the nature of the data, the study used Independent Sample ‘T’ test. According to the results, the calculated p value is 0.000 which is less than the standard value 0.05 at 5% level of significant. Hence, the null hypothesis is rejected and it is concluded that there is no significant mean difference between online sales and offline sales in respect of total sales of GCC. It is concluded that the offline sales were more than the online sales among the total sales volume of GCC in the financial year of 2018. Therefore it is suggested that the GCC should concentrate on online sales by giving proper advertising and expanding the online sales all over India.
Table 3
T-test
|
Group Statistics |
|||||
|
Mode of Sale |
N |
Mean |
Std. Deviation |
Std. Error Mean |
|
|
Sales Volume |
Online Sales |
12 |
69620.16 |
70364.33 |
20312.43 |
|
Offline Sales |
12 |
12506876.75 |
3540394.05 |
1022023.73 |
|
Source: computed from secondary data
Table 3 (a)
|
|
t-test for Equality of Means |
||||
|
t |
df |
Sig. (2-tailed) |
|||
|
Sales Volume |
Equal variances assumed |
-12.167 |
22 |
.000 |
|
|
Equal variances not assumed |
-12.167 |
11.009 |
.000 |
||
Source: computed from secondary data
Table 4 shows the mean difference among the Seven GCC Divisions retail Marketing Sales volume. Based on the nature of the data, the study used ANOVA test. According to the results, the calculated ‘p’ value is 0.000 which is less than the standard value 0.05 at 5% level of significant. Hence, the null hypothesis is rejected and it is concluded that there is a significant mean difference among the Seven GCC Divisions retail Marketing Sales volume.
Table 4
|
ANOVA |
|||||
|
Sales Volume |
|
|
|
|
|
|
|
Sum of Squares |
df |
Mean Square |
F |
Sig. |
|
Between Groups |
3689.146 |
6 |
614.858 |
10.967 |
.000 |
|
Within Groups |
4316.908 |
77 |
56.064 |
|
|
|
Total |
8006.053 |
83 |
|
|
|
Source: computed from secondary data
.
Testing of Hypothesis
|
Hypothesis |
‘P’ value |
Results |
|
H01: There is no significant mean difference between Online and Offline sale of GCC Products. |
0.00 |
Rejected |
|
H02: There is no significant mean difference among the Seven GCC Divisions retail Marketing Sales volume. |
0.00 |
Rejected |
Summary
|
Finding |
Conclusion |
Suggestion |
|
The study found that there is no significant mean difference between online sales and offline sales in respect of total sales of GCC. |
It is concluded that the offline sales were more than the online sales among the total sales volume of GCC in the financial year of 2018 |
It is suggested that the AP GCC has to provide the proper advertisement to attract the more customers and create a mobile app to attract more customers and also tie up with Amazon and flipchart online marketing channels to sell the products across the India. |
|
The study found that there is a significant mean difference among the Seven GCC Divisions retail Marketing Sales volume. |
It is concluded that the GCC divisions of Seethampeta, Chintapalli and Parvathipuram sales volume is very less compare to other divisions during the financial year. |
It is suggested that the GCC should concentrate on the Seethampeta, Chintapalli and Parvathipuram divisions to implement the strategies to improve the sales volume. |
Reference
Dr.D.Satish Babu (2016) “The Role of Girijan Corporation in the Development of Rural Markets”, International Journal of Multifaceted and Multilingual Studies, Vol.III, Issue-I, January, 2016, pp 1-9.
Shamrao Koreti (2016), “Socio-Cultural History of the Gond Tribes of Middle India”,
International Journal of Social Science and Humanity, Vol.6, No.4, April 2016, pp 288-292.
Ravi Prakash A.S.P.S (Vice Chairman`) “GCC Products in Shopping Malls Soon”. The Hindu, Hyderabad, 26th May 2016, P05.
Mr.Neelmani Jay sawal and Mrs.Sudeshna Saha (2015) “Rural and Tribal Development in India: A Review of Challenges and Remedies”, International Journal of Social and Economic Research Vol.5, no 3 July-Set, 2015, pp 76-97.
Dr.Pramila Pravan Patnaik (2015) “Working of Gram Sabha in Scheduled Areas under PESA Act Odisha Perspective”, Odisha Review-Feb-March, 2015, pp 54-59.
Mrs. Anjalli Vachhani, (2016) Digital marketing in India and its challenges & opportunities ahead, International Journal of Advanced Research, ISSN: 2320-5407, Int. J. Adv. Res. 4(12), PP 1554-1558.
Ms.Arjinder Kaur, Ms.Gurveen Sandhu (2017) Opportunities and challenges to digital marketing in developing countries, International Journal of Secience Technology and Management, Vol. No.6, Issue No. 05, May 2017, pp. 322 – 327, www.ijstm.com.
