SEMINAR

ANJU.P ROLL NO:3 THIRD SEMESTER SIF CUSAT

Marketing of fish in India

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What is marketing?

The management process through which goods and services move from concept to the customer.

marketing is based on thinking about the business in terms of customer needs and

their satisfaction.

DEMAND“ desire for a commodity backed by purchasing

power and also willingness to pay ”Or

Quantity demanded of a a commodity by a consumer at a given price during a specific time period

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Demand for fish and fishery products are increasing considerably ,both at domestic and export front. This has been caused due to the health concerns and the

perception of fish as a healthy food with high levels of digestible protein , PUFA and cholesterol lowering

capabilities..

.

India is the third largest producer of fish7 th in shrimp aquaculture productionIndia has a long coastal line 8129km9 coastal states4 union territories

(In which wide spectrum of flora and fauna is seen)

3.9 million ha of estuary2.54 million ha salt affected coastal soil5 million ha mangrove

.Fish production –in 1950-1951 is.752 million tonn.

Nw Reached 8 million ton in 2010-2011 Export of marine product from India 2010-

2011 is of 2.67 billion dollarsFrom 2009-2010 when we take the data it

have grown 10.96% considerablyShrimp export increased due to the increase

of export of 10000 tonne of white legged vennamei shrimp and p. monodon

PRODUCTION OF FISH

.

1960-61

1970-71

1980-81

1990-91

1991-92

1992-93

1993-94

1994-95

1995-96

1996-97

1997-98

1998-99

1999-00

2000-01

2001-02

2002-03

2003-04

2004-05

2005-06

2006-07

2007-08

2008-09

2009-10

2010-11

0

1000

2000

3000

4000

5000

6000

7000

8000

9000

PRODUCTION OF FISH

PRODUCTION OF FISH

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The projected demand for fish in the country ( 2012) is 9.74 million tone,

Demand for fish in for domestic market is 5.9 million t .

The projected supply of fish is 9.60 million t (by 2012 )with major share is from 2 area

5.34 million t from inland aquaculture3.10 million t from marine fisheries

The fisheries sector contributed Rs 67 913 crores to the GDP (at current prices) during

2009-2010

.Frozen shrimp continued to be the major export

item , it accounts for 46% of total dollar earning.The fisheries sector contribute around 29,707

crores to the countries economyIt constitute 1.04 % of GDP5.34% of agricultural GDP in the last 5 year planOnly 56 % of the population of India consumes fishPer capita consumption of fish is 9 kg per yearGlobal per capita consumption 12 kg per year Exclusive economic zone 2.02 m km2

.

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DEMAND

DOMESTIC INTERNATIONAL

..

INDUSTEAL RAW

MATERIAL

Direct human

consumption

DOMESTIC DEMAND

INDUSTREAL RAW MATERIAL

FREEZING PLANTFISH MEAL

AND FISH OIL CURING PLANT

CANNING PLANTValue Addition PLANT..

chitin and chitosan

HOUSE HOLD

HOSPITAL

HOTEL

HOSTEL

DIRECT HUMAN CONSUMPTION

INTERNATIONAL DEMAND

DEVELOPED

UNDER DEVELOPED

.

.

DEMAND

SECTORAL DEMAND REGIONAL DEMAND

.

.

REGIONAL DEMAND

RURAL

URBAN

home consump-tion

export

others

7

SECTERAL DEMAND 2012

60

33

.When considering the fish production by state west Bengal occupy the first position with 1615.313 tone

fish 2010-2012Andhra Pradesh occupy second position 1349.940

Gujarat third position 774.902. Kerala have fourth position 681.613

followed by Maharashtra having of 576.987

.. (PRAWN, SHIRMP, FISHES ETC.)

import 458209t export 6150t Dadra & Nagar Haveli have lowest production .05 t

A.PGOA

GUJRAT

KARNATAKA

KERALA

MAHARAHTRA

ORISSA

TAMIL

NADU

WEST

BANGAL

A&N ISLA

DS

DAMEN &

DIU

LAKHSH

ADWEEP

PUDUCHERRY0

100

200

300

400

500

600

700

2007-2008 MARINE FP

2007-2008 MARINE FP

STATE 2007-2008 MARINE FP

A.P 254.89

GOA 32.26

GUJRAT 644.53

KARNATAKA 175.57

KERALA 586.29

MAHARAHTRA 419.82

ORISSA 130.77

TAMIL NADU 393.27

WEST BANGAL 182.74

A&N ISLADS 28.6

DAMEN &DIU 26.28

LAKHSHADWEEP 11.04PUDUCHERRY 33.44

.WHEN CONSIDERING THE INLAND PRODUCTION OF

FISH OF 2007-2008

West Bengal is holding first position with a production of

1264.53 tAP. Is following with 755.20 t

Utter Pradesh -325.95 tBihar- 319.10 tOrissa -218.72 t

For the period 1999-2000 50:50

inlandmarine

For the period 2003-2004 ,46:54

marineinland

For the period 2006-2007 44:58

inlandmarine

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Fishes available at west coast30 lakh production

Lizard fishes Long tail tuna Marine crabs Marine crustaceans Marine mollusks Marlins, sailfishes, etc. Mullets Narrow-barred Spanish mackerel Natantian decapods

.

Percoids Pike-congers Pompanos Ponyfishes (=Slipmouths) Red seaweeds Sea catfishes Sea squirts Seer fishes Sharks, rays, skates, etc.

,

‘tassel fishes Tuna-like fishes Unicorn codWahooWolf-herringsYellowfin tunaAnchovies, Barracudas Bombay-duck Brown seaweedsButterfishes, pomfrets

.

.Carangids Cephalopods Clupeoids Croakers, drums Indian oil sardine Indo-Pacific king mackerelIndo-Pacific sailfish Jacks, crevallesKawakawaKelee shad

.

False trevallyFlatfishes Flying fishes Frigate and bullet tunasGiant tiger prawnGoatfishesGreen seaweeds Hair tails, Scabbard fishes Halfbeaks Indian mackerel

Fishes of east coast {10lakh t}

Ribbon fish, hilsa, Indian shad, Bombay duck, seer fish, tuna, shark, ray skates, mullets, flying fish,

.perches, eels, cat fishes, big jawed jumper, pipe fish, goat fish, Crocker, anchovies, wolf herring, sardine,

.long tail tuna, mackerel ,barracuda, silver bellies, lactarius, threadfins ..etc

.WEST COAST : 2/3, MORE PRODUCTIVE

.carpWhen we take in to consider the major carp, minor carp, exotic carp.. Etc.. West Bengal is the leading

state who produces 1181005 ton production followed by

Andhra Pradesh -802182 tBihar- 274940 tOrissa – 225339 tTamil nadu – 221810 tAssam -202282 t

.Mechanized vessels 58,911 Non-motorised vessels 104,270

Motorized vessels 75,591

• NE coast - sciaenids, catfish and pomfrets (together contributing 74.0% to the demersal landings).

• SE coast - silverbellies and pigface breams • SW coast - threadfin breams and other perches • NW coast - sciaenids, catfish and threadfin breams

.Disposition of catch

fresh formFrozenCuredCanningMiscellaneous

.In the year 1961 47.91% fish marketed in fresh

form& 43.69% in cured form,

In the year 1980 65.17 % marketed in fresh form, 5.98 in frozen ,cured 21 % , .21 % used for canning, other miscellaneous 1.98 %

In the year 1990 fresh -65.18%, frozen 7.46%, 15.63 %cured, .76 % canning , 1.65% miscellaneous fishes

.

In the year 2000 fresh fish -76.36%,frozen 4.93%, cured 6.05%,canning -.89% , miscellaneous -.74%

In the year 2007 fresh is 83.42%, frozen 5.86% , cured 5.08%, canning .35% , miscellaneous .02%.

Elasticity of demand•Income elasticity •Price elasticity

The demand for any given good is influenced not only by the price of the good and substitutes but also the

buyers incomeIncome elasticity's can be calculated both for short

term [ 2 yrs] and long term [ coming 30 years]

Most of the good s are normal goods with positive income elasticity's.

.

Demand increases as income rises, negative income elasticity's can be found for inferior goods. Thus less

expenssive fishes such as mackerel, anchovies, sardine, carp, cat fish are considered as inferior

goods.When the real price of both high value and low value

fish increases , it create its effect on demand in 2 waysAn increase in real price will reduce the quantity

demanded . Then second a rice in price of relative commodity like chicken will shift the customers

demand towards low priced fishes

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A huge shift in income may tend the customers to take value added ready to eat products…

But in long and short according to most of the economist the demand for fish is inelastic in terms of

rice in income. Actually a rice in income have no effect in demand for fish .. It remains the same since the

quantity demanded by the customers now and then remains the same.

REFERENCE

.

.. MANUAL ON FISHERY STATISTICS ,CSO-MFS-2011 PRESENT AND FUTURE SCENARIO OF INDIAN

MARINE FISHERIES ,DR. P.U. ZACHARIA ,HEAD, DEMERSAL FISHERIES DIVISION CMFRI, COCHIN

VISION 2030 CIBAECONOMIC SURVEY 2011-12 STATSSTICAL

DEPARTMENTTHE STATE OF WORLD FISHERIES AND

AQUACULTURE 2010 THE STATE OF WORLD FISHERIES AND

AQUACULTURE 2011MARKETING SYSTEM AND EFFICIENCY OF INDIAN

MAJOR CARPS IN INDIA§,B. Ganesh Kumara*, K.K. Dattab, G. Vidya Sagar Reddyc and Muktha Menona

.

Annual report of CMFRI 2010-2011Domestic Fish Marketing in India – Changing

Structure, Conduct,Performance and Policies♣B. Ganesh Kumar*a, K.K. Dattaa, P.K. Joshia, P.K.

Katihab, R. Sureshc, T. Ravisankard,K. Ravindranathe and Muktha Menon

CIBA annual report 2010-2011CLIMATE CHANGE AND INDIA:A 4X4 ASSESSMENT

A SECTORAL AND REGIONAL ANALYSIS FOR 2030SDemand for Fish by Species in India:

ThreestageBudgeting Framework*Praduman Kumar1, Madan M. Dey2 and Ferdinand J. Paraguas3

marketing of fish in India third edition, agricultural marketing series.

Thank you.