AMRA- Agriculture Marketing Research Analyst

Neer Interactives Initiative with support of Agriculture Department

Mr. Jai Sankar Aluru, M.S
Researcher Geospatial Analysis,
Director- Technology, Neer Interactive Solutions Pvt. Ltd,
Hyderabad, AP, India
Agenda
1. Objectives of the Project
2. Problems & Solution
3. About AMRA
4. Screens
a. MIS Reports
b. Spatial Reports
5. Conclusion
6. Action Items
2
Objectives of the Project

To study the efficiency of different marketing functions with respect to
Chillies, Turmeric, Groundnut - marketing and quantify the extent of
improvement measures in the marketing of each crop under study.
To determine the factors affecting the marketing efficiency and evaluate
the factors on spatial analysis.
To develop a system in place to further record and store the data with
auto generated reports and maps for (the identified) three crops in five
marketing committees each totaling 7 marketing committees which are
listed below.
Use of latest technologies for the study using Data analysis and GIS.
CHILLIES GROUNDNUT TURMERIC
GUNTUR
KURNOOL
ADONI
YEMMIGANUR
KURNOOL
DUGGIRALA
KADAPA
3
Problems & Solution
Problems:

Data manually transferred. It is necessary to centralize the data for better decision making.
Poorly networked.
Lack of technology initiatives.
Inefficient/insufficient Agricultural Infrastructure

Due to the above issues AMC faces problem, in the recent news report
(http://archives.eenadu.net/12-31-2013/news/newsitem.aspx? item=panel & no=6 ) about
groundnuts in the state makes it more worrying and important on why such analysis of the
commodity markets has to be done. This will not only help Marketing Committees to offer a fair
price to farmers, but also give options to better manage the price compared to other states, thus
enabling the local marketing committees to be profitable. The news items clear show how
marketing committees of other states are taking advantage of the prevailing situation in AP.

Solution:

AMRA- Agriculture Marketing Research Analyst
4
About AMRA
AMRA is a web based product envisioned with intelligence &
analysis to support the agriculture producers (farmers) in price,
demand, time determination for the commodity produced.

AMRA enables information analysts and researchers to create
highly-interactive, dynamic and profile reports that combine
statistics and map data to improve data visualization, enhance
communication, and engage people in more informed decision
making.

This model also identifies the markets, products with demand
in advance besides helping the policy makers (advisors) in the
quality analysis of the supply chain from time to time.

5
Features of AMRA
The application is packed with features like follows:-
1. Providing Various MIS & Graphical Reports
2. Providing reports for forecast analytics
3. Pin/Point Maps, e.g., Geocoded locations of AMC s,
4. Visualizing commodity Purchase and sales pattern
5. Density Map, Route Map, Trader Route Map etc.
6. Flow Line/Network maps, e.g., transaction movement
7. Assisting AMCs in reporting and analyses
8. Timely Reports Yearly/Monthly/Date wise

6
AMRA Architecture
7
AMRA Overview
8
AMRA Charter
Requested Data
Form 1 Complete Takpatti ( No of Takpatti (Monthly and Annual), Quintals w.r.t Chillies,
Groundnut and Turmeric (Monthly and Annual), Commission Agents details and Trader
details.
Form 2 Commission Agent Form or Traders repeated contribution to AMC from last 5 years.
Telecall Transit Destination places commodity traded majorly
Form 3 ( Commission Agent Form Revised ) Complete Takpatti form details.
Form 4 Quintals, Avg Price and Market cost w.r.t Chillies, Groundnut and Turmeric
9
AMRA Reports
Measure Analyze Manage

1. Point Map, Density Map, Route Map, Trader Route Map.
2. Commodity mapping Locating the Commodity areas on the given map
3. Hot Spots (AMCs, yards based on crop, market fee mapped)
4. Farmers Profit Intelligence Indicator (FPII) with quantity, price, month and
commodity basis. (This indicator will helps and guide farmer to the best sale to sell
his produce at right place and right time).
5. Hot Spots extended onto commodity, temporary markets, market fee mapped, etc.
6. Journey to Sale (of commodity) Route map based report, Trader Route map - to
help in identifying the markets and products on demand.
7. Hot Dots (Farmers, Agents, Traders on their scale of transactions on map).
10
AMRA Reports Contn
8. Heat Maps Locating the areas with potential on district, date, market wise.
9. Density Map and distribution analysis of Farmers, Commission Agents.
10. Query reports based on Takpatti (Receipts issued) on time, market, commodity.
11. Basic Search and Advanced search featured.
12. Timely Reports Yearly/Monthly/Date wise
11
Login screen
12
MIS Reports
13
Commodity Monthly Sales Report
14
Year wise AMC sales performance
15
Farmers Profit Intelligence Indicator
The Farmers Profit Intelligence Indicator (FPII) is used to testify the
market efficiency under different supply chains system and AMC.
( Ref: Acharyas principle- Agriculture Economics)
FPII = (FP,MC,MM)
Where, FPII is modified measure of marketing efficiency
FP is price received by farmers
MC is marketing cost
MM is marketing margin,( T- Time, P- Perishable Nature)


16
Farmers Profit Intelligence Indicator (FPII) with quantity, price, month and commodity
basis. (This indicator will helps and guide farmer to the best sale to sell his produce at
right place and right time).
FPII > 1 or near to 1 is beneficial to Farmers.
FPII <1 or near to 0 is loss to farmers.
0
2000
4000
6000
8000
10000
12000
P
r
i
c
e

2013 Chillies Farmer Received Price
Guntur Warangal
Khammam Kurnool
Note: Price zero means no product was sold
Crop Month Price Place
Chillies Jan 6989 Khammam
Chillies Feb 7700 Warangal
Chillies Mar 10561 Warangal
Chillies Apr 8988 Warangal
Chillies May 6500 Guntur
Chillies Jun 8700 Guntur
Chillies Jul 7300 Guntur
Chillies Aug 7200 Guntur
Chillies Sep 7500 Guntur
Chillies Oct 7600 Guntur
Chillies Nov 10500 Guntur
Chillies Dec 10000 Guntur
AMC Chillies graph- with FPII
(Farmers Profit Intelligence Indicator)

18
FPII > 1 or near to 1 is beneficial
to Farmers.
FPII <1 or near to 0 is loss to
farmers.
The Graph indicates Guntur has
higher Marketing Efficiency for
Chillies , beneficial to Farmer.
Note:- 2013 Chillies Data collected from respective AMC
0
1000
2000
3000
4000
5000
6000
7000
P
r
i
c
e

2013 Turmeric Farmer Received Price
Vikarabad Kadapa Duggirala
Crop Month Price Place
Turmeric Jan 4836 Kadapa
Turmeric Feb 4945 Kadapa
Turmeric Mar 5985 Kadapa
Turmeric Apr 6393 Kadapa
Turmeric May 5521 Kadapa
Turmeric Jun 5300 Vikarabad
Turmeric Jul 5200 Vikarabad
Turmeric Aug 4300 Duggirala
Turmeric Sep 4500 Duggirala
Turmeric Oct 3904 Kadapa
Turmeric Nov 4500 Duggirala
Turmeric Dec 4650 Duggirala
Note: Price zero means no product was sold
AMC Turmeric graph- with FPII
(Farmers Profit Intelligence Indicator)

20
FPII > 1 or near to 1 is beneficial
to Farmers.
FPII <1 or near to 0 is loss to
farmers.
The Graph indicates Duggirala (
Guntur) has higher Marketing
Efficiency for Turmeric ,
beneficial to Farmer.
Note:- 2013 Turmeric Data collected from respective AMC
0
1000
2000
3000
4000
5000
6000
P
r
i
c
e

2013 Groundnut Farmer Received Price
Suryapet Gadwal
Adoni Yemmiganur
Kurnool
Crop Month Price Place
Groundnut Jan 4800 Adoni
Groundnut Feb 4900 Adoni
Groundnut Mar 4600 Adoni
Groundnut Apr 4600 Adoni
Groundnut May 4700 Adoni
Groundnut Jun 4300 Adoni
Groundnut Jul 4200 Adoni
Groundnut Aug 4199 Suryapet
Groundnut Sep 4230 Yemmiganur
Groundnut Oct 4200 Adoni
Groundnut Nov 3790 Yemmiganur
Groundnut Dec 3691 Adoni
Note: Price zero means no product was sold
AMC Groundnut graph- with FPII
(Farmers Profit Intelligence Indicator)

22
FPII > 1 or near to 1 is beneficial
to Farmers.
FPII <1 or near to 0 is loss to
farmers.
The Graph indicates Kurnool has
higher Marketing Efficiency for
Groundnut, beneficial to Farmer.
Note:- 2013 Ground Nut Data collected from respective AMC
Year wise market fee earned by AMC
23
Query Takpatti
24
Total Annual Reports
25
Spatial Reports
26
Density Map
27
Density or concentration
of agents , Traders shown
on the map
Density of farmers and
commodities can also be
shown
High density of Traders
indicate Huge transactions
taking place.
High density of
commission agents indicates
large amount of commodity
sales and AMC s increased
MF in revenues
How to provide priority
and greater facility to
improve on low density
AMCs
Journey to Sale- Map (Farmer to AMC , AMC to Trader)
28
Shows Source Transit
Destination of a commodity
transaction
What locations (villages)
are major Sources for what
commodities and where
they are sold
Identifying New market
Yards based on (commodity )
Source concentration
Identifying Improved
facilities to AMC which have
maximum traffic
How to improve transport
facilities or mobile yards to
areas which are remote and
not easily accessible for
trade
What are the primary and
successfully market yards for
trade
Understand distance, time,
cost and effort factors to
reach and transact with the
AMCs
Hot Dots ( Key Players )
29
Understanding the volume
of various players in a
transaction for a given area
Understanding
geographical significance of
the key players
Understanding ways and
means of improving the
presence of the key players
in required areas

Commodities Route Map
30
This data is collected from
one of the survey with
traders showing how they
are distributing , once the
commodities are purchased
from the AMCs
This helps the Department
to understand the reach of
commodities out side the
boundaries of Marketing
Department
This can help the
department to come with a
wider range of plans to sell
the commodities beyond the
regular AMCs model using
e- commerce portal for
larger global audience.
Supply commodity
workflow indicates the
demand chain management
of the stakeholders and
direction evolving in market
can be understood.
Helps to understand the
patter shift of sales
transaction from time to
time
ANGRAU appreciated AMRA and suggested the following for further consideration
1. Integration of all AMCs of State is needed for effective Price realization.
2. Other factors like Place- Price-Time of sale Perishing Nature, etc.- can be added.
3. Price Realization in addition to AMC / Channel ( Farmer Commission Agent - Trader
Buyer etc) can be analyzed further.
4. To Encourage the build of Corpus Funds in marketing to use, when the market gluts.
5. Total Automated and networked Mechanism to Weighing -Packing-Grading, e-
Commerce of all the Commodities in Agriculture marketing is recommended.
6. Farmer Friendly Marketing Schemes and Quality Analysis can be evaluated.
7. Recommendation to setup a Incubator with University / Thinktank is suggested to
associate with Researchers, Marketing Experts, Agriculture Dept. and Agriculture
Marketing, Ware House Corporation, etc.

31
AMRA - Recommendations From Research
Advisors - ANGRAU
1. It is highly recommended that the department should have a centralized database for
collecting information from all AMC , marketing yards.
2. This model will enable the department to have real time information about the
commodities, Agriculture marketing committee- yards, various transactions, volume of
stake holders and revenue generated through out the state. Thus indicating various
performance and productive measure which can be derived from this information.
3. This model would ultimately lead to greater profitability , better services to various
stakeholders and the goal of optimizing the spending to achieve good results for both
the short-term and long-term.


32
AMRA - Recommendations
Conclusion
1. Coordinated marketing networks.
2. Technology enhanced and e-commerce markets.
3. Specialty and alternative markets using Search Engine Marketing / Search
Engine Optimisation.
4. Geo spatial maps will helps department to visualize the trends, current
position and actions to be taken where ever necessary in an effective
manner, this will also help the department in maintaining unified information
which can be extracted and used for improvising actions.
5. Adopting the above recommendations would lead to greater Return on
Marketing Investment.

33
Action Items to be Decided by the Commissioner Office
1. Consider Request for Extension of project to support AMRA - IT
Infrastructure and system for 1 year to support analytics of AMRA and to
help department master it on a separate scope.
2. Provide IT- Server space to complete the installation and make the software
available for use.
3. Take supportive action in networking with e-commerce system with all AMCs
in the state.
4. Search Engine Optimization (SEM) To improvise marketing efficiency of
AMC and State on Web to reach more Buyers.
5. Release of final payment and security deposit.
6. Support mandatory entry of Takpattis into online system, AMRA
34
Other Reports
35
AMC wise Commission Agents list
36
AMC wise Traders list
37
Year wise variation
38
Year-Month wise Takkpatti details (count, Market fee,
Gross value)
39
Charts
40
Charts
41
Charts
42
Charts
43
Thank you
44