Study of various marketing challenges and strategies for pomegranate fruit in Maharashtra

International Research Journal of Engineering and Technology (IRJET) e-ISSN: 2395-0056

Volume: 09 Issue: 12 | Dec 2022 www.irjet.net p-ISSN: 2395-0072

Study of various marketing challenges and strategies for pomegranate fruit in Maharashtra

1 Market Research Analyst, Pune, India

2Professor, Department of Research, Brihan Maharashtra College of Commerce (BMCC), Pune, India ***

Abstract - The paper aims to explore the study of various marketing challenges andstrategies for pomegranate fruit in Maharashtra (India). From secondary data analysis and literature review, it is found that as a highly growing market, Maharashtra hasthe potentialforlargequantityconsumption andexport ofpomegranatefruit.Inaddition,thepomegranate market has the potential to create new job opportunities and uplift the lifestyle of pomegranate producers. On the other hand, pomegranate growers have been facing various challenges related to the marketing of pomegranates. The marketing challenges result in the slow economic growth of growers andineffectivemarketingandsalesprocessesoffruit.

Significant changes happenedinthepomegranatemarketlast decade due to the high adoption of digital communication. Physical marketing strategies such as word-of-mouth and print media are most popular in the pomegranate market. In addition, adopting digital marketing strategies, including eCommerce platforms, email, and social media, has provided the primary benefit of reducing overall marketing cost. Thereby, combining physical/traditional and digital marketing strategies could be an effective option for improving the marketing process of the fruit. The multistrategy approach also helps reduce the growers' overall marketing cost.

Key Words: Pomegranate;physicalmarketingstrategies; digital marketing strategies; pomegranate marketing challenges;multi-channelmarketingapproach

1. INTRODUCTION

PomegranateisanessentialfruitinIndia.ItiscalledWonder Fruit because of its excellent health benefits. One pomegranate contains about 40 percent of the daily requirement of vitamin C. Pomegranate fruit is popular because of the refreshing winey flavor of its juicy seeds knownasarils.Thename"pomegranate"isderivedfromthe Middle French "pomme grenade," - which means "seeded apple." Pomegranates have been symbols of prosperity, hope, and abundance in every part of the world. Pomegranate fruit has significant demand as fresh fruit, powder, juice, concentrate/pulp, seed oil, and other pomegranate-derived products in food & beverage, pharmaceutical,andcosmeticsindustriesacrosstheglobe.

In the production of pomegranates, marketing plays an important role. When the farmers cultivate this fruit crop mainly for markets, they are attentive to knowing the profitable crop at the prevailing prices in the market at which the produce would be sold. Maharashtra state is popularlyknownasthe'fruitbowl'ofIndia. (Khunthe,2006). PomegranateistheleadingfruitcropgrowninMaharashtra state. Pomegranate is mainly cultivated in Maharashtra state's drought-prone areas, including Solapur, Sangli, Nashik, Ahmednagar, Pune, Dhule, Aurangabad, Satara, Osmanabad,andLaturdistricts.Thestatehasapomegranate growingareaofoverfivelakhacres,whiletheall-Indiaarea isabout15lakhacres.Ganesh,Bha1gwa,Ruby,Arakta,and Mridulaaresomepopularpomegranatevarietiesproduced inMaharashtra.ThelocalmarketinPuneandMumbaihave been flooded with the arrivals of pomegranate fruit for around12months.Also,alargeshareofthepomegranate production in the state is exported to Arab countries, Europeancountries,andWesterncountries.

PomegranatesarecommerciallycultivatedinSolapur,Sangli, Nashik, Ahmednagar, Pune, Dhule, Aurangabad, Satara, Osmanabad,andLaturdistrictsinMaharashtra.Nasikwas theleaderinthelistofpomegranateproductiondistrictsin 2016.AccordingtothedataprovidedbyTimesofIndiaon 13April2016,thepomegranateproductionandcultivation areainvariousdistrictsofthestateareasbelow:

Table -1: Majorlypomegranateproductiondistrictsin Maharashtra,2016 Sr. No. Name of District Cultivation Area (in Hectares) Production (in Tonnes)

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10 Osmanabad 2,550 24,790 11 Jalna 2,424 19,100 12 Buldana 842 5,479 13 Latur 571 7,705

Source: Times of India

Inpomegranatefarming,factorslikethemarket,producer, andconsumersdecidethemarketingcostofpomegranate fruits.Therefore,growersnecessarilygetbenefitsasperthe productioncost.However,growersgetlessprofitduetoa largenumberofmarketingintermediariesinthemarketing process.

2. RESEARCH QUESTIONS

1. What are the marketing challenges faced by pomegranatefarmersinMaharashtra?

2. Which traditional/physicalmarketing techniquesareusedbypomegranatefarmers?

3. Which digital marketing techniques are used by pomegranatefarmers?

4. How can a multi-channel marketing approach be usedforpomegranatefruit?

3. RESEARCH METHODOLOGY

The present research paper is based on secondary data analysis, majorly focused on studying the Maharashtra pomegranate market with traditional/physical and digital marketingscenarios.Theresearcherhascollecteddatafrom theTimesofIndia,AgriculturalandProcessedFoodProducts ExportDevelopmentAuthority(APEDA),theIndianCouncil ofAgriculturalResearch(ICAR),andGoogleScholar,among othersecondarysources.

4. SCOPE OF STUDY

The scope of the study is limited to understanding the traditional/physicalanddigitalmarketingscenariosofthe pomegranate market in Maharashtra. The secondary data usedforthepurposeisfrom2016toNovember2022.The pomegranategrowersinMaharashtrahavebeenconsidered afocusareaforthestudy.

5. DATA ANALYSIS AND DISCUSSION

5.1 Major marketing challenging factors faced by pomegranate farmers

in Maharashtra

According to (Ekhande & Patil (2015), most of the pomegranate produced in Maharashtra is concentrated in WesternMaharashtra.Therefore,marketingstrategiesare majorlyinvolvedinsellingfruit,asproducersfacevarious marketingchallengesfortheirpomegranateproduction.

5.1.1 Awareness of physical/traditional marketing strategies

VariousongoingResearchandDevelopment(R&D)activities are related to pomegranate fruit for enhancing the production and marketing of pomegranate fruit in Maharashtra. Word-of-mouth, newspapers, television, the Internet,andagriculturaldepartmentsaresomesourcesto increase awareness about this information among pomegranateproducers.

The data below states that most marketing information is passed through word-of-mouth through sources such as friends, relatives, and the local community. On the other hand, the agricultural department, television, and newspapersareutilizedatamoderateratetogetmarketing information.

However, internet media has yet to be utilized to access marketing information, though the Internet can connect producers to potential audiences to market the fruit. Therefore, this factor interprets that there is a need to encouragefarmerstoeffectivelyadoptinformationsources, includingtheInternet,foraccessingmarketinginformation relatedtopomegranates.

Table -2 Sourcesofpomegranatemarketinginformation usedbyfarmers

Sources of Information No. of Farmers Percentage Internet 00 00 Television 19 6.3 Newspaper 37 12.3 AgriculturalDepartment 58 19.3 Others/WordofMouth 186 62.0 Total 300 100

Source: (Ekhande and Patil 2015)

5.1.2Awarenessofdigitalmarketingstrategies

Digitalmarketingpracticesforpomegranatefruitsinvolve using digital technologies with the help of the Internet, mobile,digitalcontent,cloudcomputing,socialmedia,and others for advertisement, branding, digital customer engagement, and sales of pomegranates. Though there is widespread adoption of the Internet, telecommunication technologies, and social media, earlier generations of farmershaveyettoadoptthesetechnologiesforthedigital marketing of pomegranates. On the other hand, the upcoming generations of farmers are assumed to be techsavvyandadoptdigitalmarketingtoexpandtheircustomer base.DigitalMarketinghasavastpotentialforexcellingin the sales of pomegranate fruits. In the Modern era, digital marketingisconsideredapowerfulmarketingplatformto connecttoawiderangeof marketingstrategies,including

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foodprocessingcompanies,retailtraders,exportcompanies, anddirectconsumers.Thelackofawarenessaboutdigital marketing is a restraining factor for the pomegranate farmerstounlockbettergrowthopportunitiesforthefruit.

5.1.3Locationofthenearbymarkets

The availability of centralized marketplaces near the pomegranateproductionareasisessentialtoreducethecost oftransformation,getaccesstovariousmarketingstrategies andgetabetterpriceforthefruitbasedonitsquality.Not having access to centralized marketplaces acts as a restraining factor for farmers to get involved in the marketingofpomegranates,astheyhavetobedependenton pomegranatevendors/exportcompanies/agentsforsalesof their pomegranate productions. The availability of centralized marketplaces also allows farmers to communicatewithotherproducers,shareknowledgeabout production and marketing, and participate in marketing strategiesforbetteroutcomes.

Table -3 Mostpopularcentralizedpomegranatemarkets forfarmers

Centralized Market No. of Farmers Percentage

Nasik 263 87.7 Solapur 37 12.3

Total 300 100

Source: (Ekhande and Patil 2015)

ForfarmersinMaharashtra,NasikandSolapurarethemost popular centralized physical markets for pomegranates. Mostfarmersonlyselltheirproductsinthesetwomarkets, astheyknowtheentiremarketingandsellingprocessesin thesemarkets. (Ekhande and Patil 2015) Nasikisthemost popularandpreferredcentralizedpomegranateforfarmers inMaharashtra.Themajorityofthepomegranateproduction issoldtothemiddleman,pomegranateexportcompanies, marketing companies, and reselling companies in these markets. Farmers can get access to all these marketing strategies in centralized markets and can avoid profit sharing with marketing/commission agents. Thus, the availability of more marketplaces to farmers has the potentialtoliftthefinancialstabilityofthefarmers.

5.1.4Pomegranatepricingfluctuations

The supply of pomegranates in the market and pricing methodsplayavitalroleinpricingthefruitinthemarket. Farmers usually plan production by considering the availabilityofresourcessuchasfinancialbudgets,labor,and weather conditions. These factors are responsible for the quality of the fruit. (Ekhande and Patil 2015) Found that most farmers need to get reasonable pricing for the fruit. However,only31%ofthefarmersgetreasonablepricingas

theyselltheirproductsintheAPMCmarket.Thisisbecause farmersstillneedtodecidethepricingofthepomegranate.

Chart -1:Numberoffarmersgetreasonablepricingfor pomegranates

Source: (Ekhande and Patil 2015)

Most farmers sell their products through APMC, where biddingisawidelyoptedmethodfordecidingthepricingof thefruit.Consideringthepomegranatemarket,thedemand decides the value of the fruit. The excess supply of pomegranatesinthemarketcouldreducethepricingofthe fruit.Inthesupply-drivenmarket,thepricingofthefruitis significantly controlled by the adequate supply of pomegranates in the market throughout the year. Thus, adequatecropmanagementbasedonthemarketdemands holds the opportunity for farmers to minimize pricing fluctuations and maintain the average selling price of the pomegranate.

5.1.5 Knowledge about the export standards and process

The international market has a considerable demand for pomegranate fruit. The Indian pomegranate industry has various export companies to address the pomegranate demand of the international market. (Ekhande and Patil 2015) found that most farmers do not engage in pomegranate export activities due to a lack of knowledge about export procedures and scope on international markets. Moreover, it is observed that the farmers have various myths in mind related to the loss and damage of exportshipments.

Table -4 Mostpopularcentralizedpomegranatemarkets forfarmers

Export Status No. of Farmers Percentage Type of Export No 285 95.0 –Yes 15 5.0 Through Mediators

Total 300 100.0 –

Source: (Ekhande and Patil 2015)

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Theabove data shows that thereisa need toincreasethe knowledgeoffarmersrelatedtoexportactivities,required productquality,scopeininternationalmarkets,andexport standards set by WTO. The export of pomegranate can be done directly or through mediators. The international markethasthepotentialtoprovidethehighestvaluetothe pomegranate. Nevertheless, the need for export process knowledge is restraining farmers from entering an internationalpomegranatemarket.

5.1.6 Lack in adoption of technologically advanced managementsystems

The emergence of digital technologies such as cloud computing,mobiletechnologies,socialmedia,theInternetof Things (IoT), video surveillance, and recognition technologies has benefited the marketing of pomegranate fruitonagloballevel.DevelopedeconomiessuchastheUSA, UK, Germany, and Australia have adopted technologically advanced management systems to market pomegranates. Nevertheless,thesesystemsareintheintroductionphasein the Indian market, especially in Maharashtra. These management solutions help farmers during all phases of pomegranate marketing, suchasadvertisement,customer engagement, tracking of export shipment, post-harvest infrastructure management, physical security and surveillance of pomegranate farming resources, irrigation management, integrated pest, and disease management, real-time tracking of pomegranate pricing, remotely controlling marketing processes, and many more. The currentgenerationofpomegranateproducersisfacingthe challenge of a need for more awareness about these technologically advanced management systems. However, thischallenge'simpactisexpectedtobereducedifthenext tech-savvy generation of pomegranate producers adopts thesemanagementsystemsforpomegranatemarketing.

5.2 Physical/traditional marketing strategiesused for pomegranate

A physical market is a setup where buyers can physically meetthesellersandpurchasethe desiredmerchandise in exchangeformoney.Shoppingmalls,departmentstores,and retail stores are examples of physical markets. Physical/Traditional marketing strategies include media such as television, radio, print advertising, and word-ofmouth.

5.2.1Word-of-mouthmarketing

Word-of-mouth marketing directs potential customers to pomegranate growers/sellers based on testimonials from existing customers. Word-of-mouth marketing strategies existoffline,asfriendstalktooneanotherandrecommenda particularsellerorproduct.

522Business-to-Businessmarketing

B2Bmarketingstrategiesapplytocompanieswhoseclients areotherbusinesses.Forinstance,pomegranatewholesalers might market to supermarkets, or customer relationship software(CRM)vendorsmightmarkettoretailcompanies This type of marketing usually involves personal relationships and a pre-prepared marketing pitch replete withdatametrics,casestudies,andtestimonials.

5.2.3Marketingviacommunitygoodwill

Sometimes the best way to draw positive attention to a pomegranateselleristodropanysalesmessageandfocus on creating bonds within their community. Volunteering, sponsoring local teams, distributing print media, and participatingincommunityeventscanincreasefamiliarity betweentheselleranditslocaltargetmarket.

5.2.4Televisionandradio

Withallthedifferentmarketingstrategiesnowavailable,it can be easy to overlook traditional marketing strategies, such as a T.V. and radio ad campaign. While not as costeffectiveasotherformsofmarketing,T.V.andradioadsstill reach many people and can leave lasting impressions on users.

5.2.5Retailstores

Somemarketerschoosetoreachpotentialcustomersatthe pointofconsumptionbymarketinginstores.Forexample,if acustomerhasbeeninsideastoreandseenaboothwitha salesrepresentativedemonstratingapomegranateproduct, he/she has seen retail store marketing in action. Other tactics include offering special coupons redeemable for specificproductsatspecificstores.

5.3 Digital marketing strategies used for pomegranate

Digitalplatformsaregraduallyreplacingtraditionalmarkets. Digitalmarketingisthecomponentofmarketingthatuses the Internet and online-based digital technologies such as desktopcomputers,mobilephones,andotherdigitalmedia andplatformstopromoteagriculturalproductsandservices. Digitalmarketingstrategiesincludeemailmarketing,social media influencer marketing, and pay-per-click (PPC) ad campaigns.

5.3.1E-commerceWebsite

Developingane-commercewebsiteisthebestwaytoboost sales for the pomegranate business, as the prospects can exploreandunderstandthepomegranateproductrightfrom thecomfortoftheirhomes.Asellercandisplayyourentire rangeofpomegranateproductsforcustomerstoviewand buyonthewebsite.Thisfactorcanproveverylucrativefor

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thepomegranatebusinessastherearefewagribusinesses with e-commerce websites. A seller can pick an excellent digital marketing agency that offers web development servicestohelpyouwiththesame.Thewebsitewillhelpa sellerreachawideraudienceandgeneratebrandawareness.

5.3.2SocialMediaMarketing

SocialMediaMarketingusessocialmediaplatforms(suchas Facebook, LinkedIn, Instagram, Twitter, Snapchat, and LinkedIn) to connect with customers to promote the pomegranatefruit,boostsales,andgeneratewebsitetraffic. A seller can use social media platforms to showcase what pomegranate production is all about and display the productscreativelyanduniquely.

53.3Pay-per-click(PPC)digitalads

ItiscommonforbuyerstopurchasePPCdisplayadsfrom either Google or Meta Platforms (which powers Facebook ads, Instagram ads, and more). These ads contain a small amount of text and sometimes a visual. They lead to the seller'swebsite'slandingpageorane-commerceplatform.

5.3.4Socialmediamarketing

It is common for businesses to have a presence on social media platforms. Consider posting regularly to inform potentialcustomersaboutnewpomegranateproductionor to promote a sale. Pomegranate sellers can also solicit testimonialsfromsocialmediainfluencers,whowilltelltheir audiencesabouttheproducts.

5.3.5Searchengineoptimization(SEO)

Apomegranatesellercandriveorganictraffictoitswebsite if the website routinely turns up on search engine results pages (SERPs). Strong SEO marketing efforts involve keyword research and rankings, substantive website content, and (when possible) backlinks on other websites thatdirecttowardtheownwebsite.

5.3.6Contentmarketing

Contentmarketingisanotherwaytodriveorganictrafficto a pomegranate seller's online platforms. For example, websitesthatcontainhelpfulblogposts,podcasts,orvideos typicallyturnupmoreofteninorganicsearches.Therefore,a pomegranatesellercanalsoinvestincontentmarketingon video and podcast platforms. In this iteration of content marketing, the seller provides a target audience with valuablecontentthatincreasestheirawarenessofthefruit andmayturnthemintocustomers.

5.3.7Affiliatemarketing

In affiliate marketing, a pomegranate seller incentivizes otherstopromoteyourbrand.Affiliatescanbesocialmedia

influencers, other agricultural and food processing companies,orpublicationssuchasmagazinesandwebsites. Apomegranatesellergivesaffiliatesareferralcode(oftena customURL)thatsteerspeopletothewebsiteandgivesthe affiliate a cut of the purchases made using their code. Sometimesthecustomersgettheirincentivetogothrough an affiliate like getting a special price if they use the affiliate'sreferralcode.

5.3.8Emailmarketing

Somepomegranatesellersbuildupemaillistsofexistingand potential customers who may have provided an email address somewhere along the line. These sellers send periodic email blasts designed to showcase new pomegranateproductionandannouncespecialsales.Such emailscanalsoenhancethecustomerexperiencebyoffering handytips,videos,andarticles thecontenttheirsubscriber basemightgenuinelycareabout.

5.3.9Directmail/printmediamarketing

Some customers still enjoy learning about the upcoming production/stock through the postal service. They order from catalogs and read direct marketing letters or print mediasenttotheiraddress.Addressingsuchcustomerneeds by trying direct mail marketing helps sellers send informationtotheminthemailratherthanthroughonline intermediaries.

5.4 The approach of multi-channel marketing for pomegranate

A marketing technique or strategy is a conduit to get the pomegranate seller's message to potential customers. A pomegranategrowercanachieveabetterincomethrough themarketingmixtechnique.Amarketingmixisablendof strategies, typically drawing from physical and digital marketing conduits. Each marketing strategy has its pros and cons but combining the various marketing strategies would help to attract the target market for pomegranate effectively.

Multi-channelmarketinggivespomegranategrowersmore ways to showcase the features of the fruit or build brand awareness within a target market. Even if a potential customerneedstoengagewithspecificmarketingstrategies completely, they may be able to discover the brand or pomegranate production through other strategies. The awarenessaboutthequalityofpomegranatemightdrivethe customer to ask for a sample product or buy the fruit, resulting in a direct engagement. The multi-strategy approachalsohelpsreducetravelandcommunicationcosts, resulting in reduced overall marketing costs. Word-ofmouth,printedmedia,eCommerceplatforms,socialmedia, and mobile marketing could be effective multi-channel marketingtoimprovepomegranatemarketingandsalesfor pomegranategrowers.

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6. SUGGESTIVE

MEASURES FOR

FUTURE POMEGRANATE MARKETING

Theadoptionofdigitalcommunicationchannelshascreated multipleopportunitiesforpomegranategrowerstoreachan untappedmarket.Usingonlyphysical/traditionalmarketing strategies is not allowing the growers to market pomegranates with a large potential customer base in nationalandinternationalmarkets.Thelackofawareness andpracticeofdigitalmarketingisanessentialchallenging factor for the economic growth of the farmers. There is a need to change the approach to implementing marketing strategiesanddirectsalesfrompomegranateproducersto the consumer for immediate benefit. Some suggestive measuresareasunder: 

Identifying and addressing marketing challenges througheducationalprograms 

Market intelligence and information centers at Taluka/districtleveltoeducatepomegranatefarmers 

Implementing cooperative post-harvest facilities to increasethepriceoffruit 

Identifying and categories target customers into marketingstrategy-wiseclusters 

Use of physical marketing for local/short-distance customers 

Adoption of digital marketing for national and internationalcustomers 

Understandingexportstandardsandprocessestogaina highreturnoninvestment 

Directsellingthepomegranatethroughlocalmandies,ecommerce platforms, social media, and mobile marketing

7. CONCLUSION

Maharashtra is a significant contributor to Indian pomegranate production. Agricultural marketing is very complex as it involves a lot of components, such as producers, mediators, wholesalers, retailers, and many more.So,marketingpomegranatesatalargescaleisitselfa complex process. Pomegranate growers have been facing various challenges related to the marketing of pomegranates.Someofthechallengesaretheneedformore awareness about marketing, especially digital marketing, pomegranatepricingfluctuations,knowledgeaboutexport standards, and a lack of information about nearby pomegranate markets. The marketing challenges result in the slow economic growth of growers, lower fruit rate, negligence for direct pomegranate export, and ineffective marketing and sales process of fruit. The knowledge and

exerciseofpomegranatemarketingstrategiescouldhelpthe growers to overcome the challenges and improve the pomegranateincomeperyear.

Pomegranate buyers are always more inclined to buy productstheyfindexcitinganddifferentintermsofquality, color,weight,freshness,packaging,and,mostimportantly, price. If a pomegranate grower tries to market the fruit differently, he can catch the attention of buyers before anybodyelse.Graspingtheattentionofpotentialcustomers, engagingthemthroughfruitqualityandserviceassurance, andcompletingthesaleofthefruitarethesignificantsteps inmarketingthepomegranate.Digitalmarketingalsowould helpenhancethecustomerjourneyforpomegranatebuyers, resultinginalargecustomerbaseirrespectiveofthelocation of the buyer. Combining physical/traditional and digital marketing can help to reach out to a significant customer base, retain the customer base, and reduce the overall marketingcostoffruitproduction.

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