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A Refereed Monthly International Journal of Management Indexed With Web of Science(ESCI)
ISSN: 0974-438X
Impact factor (SJIF):8.396
RNI No.:RAJENG/2016/70346
Postal Reg. No.: RJ/UD/29-136/2017-2019
Editorial Board

Prof. Mahima Birla
(Editor in Chief)

Dr. Khushbu Agarwal
(Editor)

Dr. Asha Galundia
(Circulation Manager)

Editorial Team

A Refereed Monthly International Journal of Management

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

 

  1. Dhanraj

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  

  • Purchasing Minor Forest Produce (MFP) and Agricultural Produce (AP) from them at reasonable and fair prices.
  • Supplying Essential Commodities (ECs) and other Daily Requirements (DRs) at a fair price through a network of 523 Fair Price Shops otherwise called as Daily Requirement (DR) depots.
  • Meeting their Credit requirements in an easy, convenient and effective manner.
  • Imparting training to the tribals in collecting the Minor Forest Produce so that yields can be increased without endangering the trees and environment.
  • Collecting the Minor Forest Produce at the very doorstep of the tribals.
  • Guarding against deterioration and degradation of their produce.
  • Researching to find better gradation and storage techniques.
  • Pro-active search for adding new Minor Forest Produce to the list.

 

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

  • To present the products of Girijan Co-operative Corporation Ltd. in online.
  • To Present the Retail Marketing Division Sales Performance of GCC Ltd.
  • To analyze the Digital Marketing opportunities and challenges of Girijan Co-operative Corporation Ltd. Products.

 

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

  1. There is no significant mean difference between Online and Offline sale of GCC Products.
  2. There is no significant mean difference among the GCC Divisions retail Marketing Sales volume.

 

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

  1. H01: There is no significant mean difference between Online and Offline sale of GCC Products.

 

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

 

 

  1. H02: There is no significant mean difference among the Seven GCC Divisions retail Marketing Sales volume.

 

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.

  1. Reza Kiani, (1998),"Marketing opportunities in the digital world", Internet Research, Vol. 8 Iss 2 pp. 185 – 194

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.