Green Earth Retail Stores |
GREEN EARTH – FRANCHISEE POLICY 2010 - 11
THE CONCEPT
Welcome to the world of Organic Agriculture. It’s a buzzword today. First green revolution made us rich in terms of food grains but poor in terms of soil fertility and good quality. So another green revolution is on the verge. It is the need of the hour. So prepare yourself to be a part of it.
Green Earth is one stop retail destination for all organic crop care inputs, ranging from organic manure, seed treatment product, soil conditioners, growth promoters, micro nutrients, pest & disease management products, veterinary products etc. It is jointly promoted by MaxEEma Biotech Pvt. Ltd. and Sarvodaya Vipanan India Pvt Ltd.
Green Earth is not restricted for only selling organic inputs but may be extended for various other activities like crop based technology & consultation, procurement assistance & tie-ups, soil & water testing facility, agro processing assistance & tie ups, organic certification, crop insurance, government scheme awareness etc, for farmers associated to Green Earth. Thus our vision is to have a one stop growth centre for the farmers at every taluka place.
MAXEEMA BIOTECH PVT.LTD.
Maxeema, is a leading company in research and manufacturing of organic inputs with a range of around 40 products, one of the largest range in organic inputs, ranging from seed treatment to harvesting. Maxeema has a history of 10 years of success through innovative and quality products.
Certifications
Maxeema is ISO 9001:2000 co. and has state of art GMP/GLP standard manufacturing facili-ties at Changodar, Ahmadabad. Green Earth products are certified with INDOCERT and Euro-pean Union standards EC2092/91 & EN 110045, USA standards NOP & Indian standards NPOP
Membership
Maxeema, is member of -
IFOAM – International Federation of Organic Agriculture Movements
OFMDA – Organic Agriculture Fertilizer Pesticide Manufacturing & Distributor’s Association.
Recognition for efforts
For basic research in herbal formulations, Dr. Kandarp Bakshi was conferred with Rastrapati Award in the year 2004.
SARVODAYA VIPANAN INDIA PVT.LTD.
SVIPL is a marketing organization and implementation agency to promote and support Green Earth across India. SVIPL associated with Maxeema since 2003 and has created innovative marketing model to promote a specialty brand in agricultural marketing. Promoted by technocrats SVIPL uses best of the technologies and practices to give the brand punch.
SALES METHODOLOGY
We recommend:
Identification of geography
Selection of working geography is very important. Identify 20-25 villages initially, preferably covering vegetables, fruits and/or cash crops.
Small Farmer Meetings
Visit fields and get acquainted with their problems. Soil fertility and soil born pest & disease management is their basic problems apart from other nutrition/growth related or pest/disease related problems. Arrive to crop specific solutions derived from Green Earth products. Now start taking small meeting of 10 – 25 farmers .
Selling small packaging
Offer solution to their problems in small packing. Green Earth offers all the products in small packaging (pump dose or 1 Kg packs) priced between Rs. 6.00 to Rs. 100.00 only. Leave it to buyer’s judgment to buy and try a small packing before committing himself to bigger volumes.
Filling up Mission Green Earth Forms
Start filling Mission Green Earth forms of those farmers who purchased small packaging. This will also helps us to know our reach within the farmers.
Follow-up
Make the necessary follow-up. Green Earth is confident of the efficacy of it’s products.
The above method has been tried and tested in various geographies with enthusiastic response and hence Green Earth is glad to maintain it that way only.
We do not recommend-
With various experiments and exercises Green Earth policy does not support any random Field visits or free samples or trial plots as such.
GREEN EARTH BUSINESS MODEL
Anyone interested in promoting and selling Green Earth’s exclusive products and has capability to conduct marketing and field activities in the area, zeal to work on and achieve defined targets and sufficient financial capability to maintain sufficient stock to feed the market without any interruption, can become a GEA.
Agri Input Shops, Nurseries, Consultants, New Entrepreneurs, Self Help Groups, Farmer Groups, NGO’s, Co-operative Societies, Other Shopkeepers, Export Houses can become Green Earth Franchisee (Green Earth Associate) - GEA, in exclusive or non-exclusive mode.
Exclusive GEA (EGEA)
Those who are selling Green Earth products & services, exclusively, in specific geography, preferably taluka are exclusive GEA’s(EGEA). Others are non-exclusive GEA’s(GEA or NEGEA)
REQUIREMENTS
|
Details |
Exclusive GEA (EGEA) |
Non Exclusive GEA |
|
Shop |
Minimum shop space(150 – 300 SFT) with footfalls of farmers. |
No specific requirement |
|
Godown |
Reasonable godown space |
No specific requirement |
|
Basic amenities: Telephone Computer, Printer, Internet |
Required |
Optional |
|
Glow Sign Board |
As per our standards |
No specific requirement |
|
Stock Investment |
2-5 L |
25K – 1L |
Interior and Furniture
|
As per our standards |
Not applicable |
|
Franchisee Fee |
No Franchisee Fee till Mar 2011 |
Not applicable |
|
Royalty |
No Royalty |
Not applicable |
|
Agreement Terms |
1 year to be renewed without any further cost on performance basis |
No such agreement |
PAYMENT
Green Earth has closed down it’s “Receivables Management” departments and hence is not in a position to handle any credit request. Thus, all orders are processed against 100% advance.
GOVT.LICENSE
No Government License is required, except for Biofertilisers & biopesticides, as on date.
BENEFITS
Discount, Incentives & Transportation
|
Details |
Exclusive GEA |
Non Exclusive GEA |
|
Margins |
20% to 30% |
20% to 30% |
|
Commitment Discount |
3 – 5 % |
NA |
|
Quarterly Incentives |
1.5 – 4 % |
NA |
|
Yearly Incentives |
2 – 6 % |
NA |
|
Transportation |
For bill value 10K and above transportation up to transporter’s godown is borned by Green Earth. Below 10K GEA has to bear the cost of transportation. Any other local transporter during sale has to be settled between GEA and the consumer.
|
Reimbursement of Expenses
|
Details |
Exclusive GEA |
Non Exclusive GEA |
|
Infrastructure |
Infrastructure cost for Furniture,Interior, Computer, Printer, Glow Sign Board etc. valued around Rs. 1.5 L (Max), will be reimbursed in 2 equal installments yearly i.e. 75 K or 3 % of bill value whichever is lower. |
Not Applicable
|
|
Field Manpower |
2.5 % of bill value |
Not applicable |
|
Promotion |
2.5 % of bill value |
Not applicable |
|
Promotional Material |
Maximum 2 % of Bill Value |
Maximum1%
of Bill Value |
* Offer is valid till first 6 months from the date of first billing.
Bill Value - Excluding Tax & Transport
SUPPORT FROM GREEN EARTH
PROJECT SUPPORT (For Exclusive GEA only)
• Qualified Demographic Analysis of the location sharpening the focus on
geography & crop for strategy development.
• Site evaluation and survey.
• Facility planning and Architectural designing of the store.
• Activation on World Class Retail Management Software allowing them to
manage the business with best practices.
HR SUPPORT
|
Details |
Exclusive GEA |
Non Exclusive GEA |
|
Recruitment |
Assistance is provided for recruit-ment of Technical /Sales staff.
|
Not applicable |
|
Periodical training |
Training for Marketing & Technical Manpower on various marketing & technical aspects like better product knowledge, enhancement of selling skills etc., once in 3 months. |
Training for Marketing & Techni-cal Manpower on various market-ing & technical aspects like better product knowledge, enhancement of selling skills etc., once in a year. |
MARKETING SUPPORT
| Details |
Exclusive GEA |
Non Exclusive GEA
|
Database Support
|
All GEA/Farmer inquiries generated from promotional activities will be passed on to EGEA
|
Not applicable |
Man Power Support
|
One field Assistant for first year.
|
As on requirement
|
Telephonic Support
|
Office hrs, on priority basis. Emergency Support through Mobile from designated heads.
|
Office hrs
|
Web Based Support
|
Web site listing
|
No listing on website
|
TECHNICAL SUPPORT
|
Details
|
Exclusive GEA |
Non Exclusive GEA |
|
Manpower Support |
By Field Assistant on regular basis.
Experts visits for bigger group meeting, specific big accounts or if required in case of emergency. Normally not exceeding 2 visits every quarter. |
By field assistant during scheduled visits. |
|
Telephonic Support |
Office Hrs, on priority basis |
Office Hrs |
| Web Based Support |
Yes
|
Yes |
| Crop Specific Advice Support |
Yes. Crop Wise Literature for the specific Area and practices are created.
|
Yes. Generic advice from knowledge ba |
OPERATIONAL SUPPORT
Only applicable for Exclusive GEA’s. We share our experience & systems to help our EGEA in execution of the plan including employee handling recommendations, troubleshooting tech-niques, customer relationship handling, strategic sales activity etc. Exclusive GEA shall be given access to following software portals of NCS Group for better business control & growth :
- Fusion Retail Accounting System.
- HR Software for team Handling.
- CRM for handling Sales cycle for institutional deals.
- Case Tracking System for handling Exceptional Issues.
MERCHANDISING SUPPORT
Assistance in trend Analysis and merchandise selection by our experts is provided only for Ex-clusive GEA.
MASS MEDIA ADVERTISEMENT SUPPORT FOR BRAND BUILDING
Green Earth runs various promotional & advertisement campaigns for brand building. GEA’s get continuous mileage out of these brand building exercises. It is at the sole discretion of the Green Earth core team. However no geography specific advertisement activity is taken up around any GEA.
EVENT BASED MARKETING - The HEARTH OF GREEN EARTH
Green Earth is a passion brand built around consumer engagement. To make that happen the major brand activities are based upon Events. The product quality and results then take care of the business demand.
Farmer Group Meetings
Aggressive brand building is being done through series of farmers meeting at various levels. Field advisors take lead in organizing corner meeting style small farmer meeting ( 10-25 farmers) on specific crop. Over 1000 interested buyers pass through such meetings, in a year, in one taluka creating the captive audience.
Structured Farmer Meetings
Green Earth normally plans to arrange 4-6 major meeting in 1 Taluka in a year. Each meeting attracts some 100-150 potential buyers with huge influence. Proper Invitation Cards are distributed in the geography for Brand Impact and seriousness.
Exhibitions
Green Earth participated in last 4 Kisan Exhibitions at Pune and in the agriculture exhibitions at New Delhi, Ranchi, Goa, Siliguri, Sikkim, Nashik, Karad, Jalgaon, Sangli, Nagpur, Amravati, Pandharpur etc. The decision is taken by the Core team of Green Earth.
Seminars/Workshops
We arrange seminars / workshops on different topics. Also green earth participates in seminars / workshops arranged by other agencies also. e.g. International Wine Conference at Taj Nashik
Govt. Machinery
Organic budget of Central Government was Rs. 4000 Cr in last financial year. Government machinery has to arrange lot of extension programs to promote organic agriculture. We always take help of respective State Government machinery to promote organic concept and subsequently Green Earth brand.
Customer Relationship Management Tool
The Retail Management Solution is powered with SMS campaign. Green Earth is committed to maintain the connection with the buyers through regular SMS activity. Based on the buying pattern and behavior Specific activities shall be designed to be in touch with the Customers.
PROMOTIONAL MATERIAL
Starter Kit: Each Exclusive GEA is offered a starter Kit containing 500 Visiting Cards & 500 Invitation cards, Two T-Shirt .
Other Promotional Material is available on cost basis.
OUTDOOR MEDIA PROMOTION
Green Earth Banners, Hoardings, Sign Boards etc. are used specific to the geography in which the work is done. It follows first round of farmers meeting & direct contact and not before that.
INDOOR PROMOTION
Various indoor activities are done to engage with the farmers to help them take better informed decisions.
TAXES & DUTIES
CST is included in the price offered to GEA. All other taxes & duties including VAT, OCTROI, Income Tax etc. is the sole responsibility of the GEA.
ORDER PROCESSING
All Orders should be given to SVIPL Branch/HO with 100 % advance. We donot have an Ac-counts receivable department.
DAMAGES & CLAIMS
Normally the packaging is of world standards and hence damages are minimal. Still, if their is some damages discovered, EGEA should raise the claim within 72 hours of receipt of the material.
Most of the Green Earth range products comes with 2 years shelf life and hence GEA in most cases shall always get an average shelf life of over 18 months. With such long shelf life, Green Earth expects GEA to liquidate the stocks easily with no provision for taking back dated stock.
WIN-WIN SITUATION
Farm Produce Consumer Gets non poisonous foodFarmer No increase in production costEnriched Soil & Fertility Better & improved yield – Quality & Quantity both. (W),Mumbai.
NORTH Pradeep Gupta - 09423104467
B1/51, Safdarjung Enclave, New Delhi.
CENTRAL Anil Chandekar - 09403770270
297, North Bazar Road, Near Ramnagar Square, Nagpur - 440010
EAST Sujit Lahiri - 09800584098
23, N S Road, 3, Commercial Building, Kolkata - 700001
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Greenearth Retail
