1. Welcome

2. Introduction

3. 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.

4. 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.

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

6. 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)

7. 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.

9. Based on Topography Costal hilly region plains Semi Malnad
Southern plains

10. 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

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

12. 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.

13. 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

14. Based on type of seeds Hybrids: 100% seed replacement ratio
Varieties: % seed replacement ratio

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

16. Sunflower Crop: An introduction
SCIENTIFIC NAME
Helianthus annuus
FAMILY
Asteraceae
ORIGIN
America
RDF
IRRIGATED Kg/ha (N.P.K)
RAINFED Kg/ha (N.P.K)
YIELD
Variety quintal/ha
Hybrid quintal/ha

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

19. 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%)

20. 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)

21. AGRO CLIMATIC ZONES OF KARNATAKA1
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

22. 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

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

24. COMPARISON OF ADVANTA INDIA HYBRIDS WITH OTHER COMPETING VARIETIES AND HYBRIDS
Variety / Hybrid
Duration
Yield ( quintals per hectare )
Oil content (%)
BSH-1 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
13-15
39-41
EC 68415
8-10
MSHF-17
85-88
17-19
40-41