Ivey Publishing

Product Details

Edible Agro Products Limited: Creating Higher Value for Farmers
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13 pages (9 pages of text)
Product Type:
Case (Field)
The director of Edible Agro Products Limited (EAPL) was reviewing the production figures for Gujarat Til-2, a variety of white sesame that EAPL had introduced to West Bengal in 2008. He had hoped to bring about a revolution in sesame production with this superior new variety and to create higher value for West Bengal farmers and for EAPL. However, his plan had yet to achieve the outcomes he had anticipated. The year 2010 was the third consecutive year in which EAPL had received less than 20 per cent of the expected quantity of harvested produce. Should he quit sesame production and focus only on the oil trading business? Should EAPL change its communications policy/strategy for promoting the value of white sesame to farmers who are not formally educated? How should he address the growing concerns of the farmers? How can he prevent malpractice among vendors and farmers, such as selling the harvested produce to other traders at a higher price? Should he change the pricing policy?
Learning Objective:
  • To explain the principles of diffusion of innovations and adoption of technology in the case of highly risk-averse and less educated customers.
  • To formulate entrepreneurial initiatives to overcome the inhibitions of customers who prefer the status quo.
  • To evaluate EAPL’s options for formulating a communications strategy and inside and outside programs to spread the benefits of the new technology to its customers.
  • To understand the role of opinion leaders and followers in the diffusion of new technology.
  • To explain the concept of segmentation and targeting based on adaptability to technology-centric products or services.
Marketing,  International
Agriculture, Forestry, Fishing and Hunting
India, Small, 2010
Intended Audience:
$5.30 CAD / $5.00 USD Printed Copy
$4.50 CAD / $4.25 USD Permissions
$4.50 CAD / $4.25 USD Digital Download
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