Afforesta’ Afforestation is planting seeds or trees to make a forest on land which has not been a forest recently, ‘or which has never been a forest Benefits of Afforestation — It restores ecological balance of all eco systems. ~ Te maintains biological diversity = Te act as catchments for the soil and water conservation ~ Plating tress can stabilize soils by increasing interception, Bring soil together and prevent soil erosion — Prevent floods and safeguard future of the tribal people. — Stabilized the climate and the forest products. Emerging Trends in In n_and its benefits Even after completion of Eight Five forested] Year Pn, our Conon wore vrran fava ann forest coverage is far below the E werd averege Titnon we have Fran sal ‘only 1% of world forest coverage. Second Plan a] Ta a 2a a Below Noure ingeates tatfor2 ites | as ad JER IEE eSSiwelwere moma [Ht 4 fa Cran orc However emerging Fam Pan. 72a Sa Betaometdoes Lae 4 ——s 0 a a eo Raphazard oon SS 37] T7076) wt ta FE Tso AVS eee Innovate for Marketing Afforestation us 2 need of an= Afforestation a programme to protect the = Production forestry : Afforestation programme wherein emphasis is given on Roan of timber and wood for industrial ~ Social forestry: A programme which is instrumental in ~ Protecting social/public by increasing fuel, wood supply, fodder supply, protection of agriculture fields against winds ~ Social Forestry are Farm Forestry, Rural forestry and Urban Forestry Facts of Afforesta © Total Forest Cover of Inia is 630 '5q.km. which is 19.45 per cent of total aphical area which states that 1s imbalance in forest management. © India contribute — 18% of World Population. ~ 15 % of the Worlds livestock = Just 2% of Geographical area = Forest Area is 1% and per capita is 0.08% which is even lower than World average of 0.8%. nin INDIA . Scale Deforestation and non ‘optimal Afforestation are root and branch cause for the present crisis.Afforestation Marketing and its Justifications © Afforestation Marketing focuses on the application of marketing principles for the time honoured and effective implementation of programme social interest are protected, ecological balance Is maintained and avenues are paved for the development of economy. — An Optimal mix for Afforestation programme. ~ Inculeating Mass Awareness. ~ Cost effectiveness ~ Benefits of Sensitive Segment — Benefits of Rural Economy — Maintaining the Ecological Balance — Transforming the Programme into mission. Question 1: Do you find Formulation of Afforestation MIX an Essential Dimension for making Afforestation Program productive? Justify your answer= Pricing: = Good Support from different global organizations, however there are cases of financial insolvency. — The financial constraint in affecting proper maintenance and protection of plants. — State Forest Department should assign due weightage to those plants which are more productive or have commercial value. — Implementing innovative strategy for identifying the leakage © Distribution: — Need of Innovation strategy in the distribution system which ‘contracts the gap and makes the distribution process smooth and fast. = Involvement of voluntary social organizations for distribution. = Minimizing the no of channel for distribution and activating the lower level personnel by offering them incentives. — Based on the properties of different groups of plants, formulation of Miiod led u ieeg bs pore eee cel i eicrcteg having fair bending of environmental and commercial considerations. = Afforestation MIX constitutes * Rural Forestry: Ownership of land is of Publc or forestry Is found in community and panchayat land “Farm Forestry: Ownership of land is of indvidual and it’s a process of technological benefits to farm sector. * Urban Forestry: Urban forestry aims at bringing trees to doors of urban people and developing aesthic sense. + Industrial Forestry: Industrial forestry is process of industrial transformation by supplying them necessary raw materials. + Promoting Afforestation: = Throws more light on promotional creative efforts which helps in inculeating mass awareness. — Using Sophisticated media and highly professional advertisement agencies — Emphasis on Rural Segment by using Songs and Drama Division of Govt of India, Folks songs and dramas based on Afforestation would be helpful in motivating the rural prospectsANSWER 1: YES eA la aaa TAS [eee | FE) [eee a ]¢ 32 a nq | |e K q ily : qi8y cesnony \ kesmny * In rural economy of India, due weightage needs to be assign to rural and farm forestry for fuliling mult- faceted needs of rural society. ¥ Fodder for Livestock ¥ Fuel wood for Kitchen ¥ Small Timber for house construction ¥ Protection of Degraded Land ¥ Productive Utilization of idle land ¥ Making Organic Manure from Cow Dung * In addition, the mix should also take into consideration the development of industries of different categories by supplying raw materials such as wood for timber industry, sports items, sik industry, bee- keeping industry, dairy industry and paper industry which would be strong foundation for the development of small and cottage industriesQuestion 2: * Blind Afforestation has proved to be non productive. Without knowing the nature and properties of plants, Afforestation programme cannot be profitable. + Majority of Sate Forest Department personnel are not aware of the ‘nature and properties of plants + Most Vital Process in the Blending process is selection of suitable tress which on the one hand generates more oxygen and are also found + Itis important that different constituents of the programme is well tested in view of of changing social, economic requirements. Thus based on the different groups of plants, a package should be formulated which help in making the programme profitable and thus can succeed in having a fair blending of environmental and commercial conditions ‘An Optimal Afforestation MIX makes possible a fiir blending of Environmental and Economic considerations” . Comment on this statement and suggest the Afforestation mix that you find suitable for Rural forestry,Question 3: Background ‘India's share of the Global Forest cover is merely 1.% Despite initiatives undertaken for afforestation in the various 5 year plans, the results have been limited, “Afforestation initiatives have not been very successful on account of several barriers ~ Lack of Awareness among the masses — Poor support from the Govt Agencies ~ Unplanned afforestation ~ Lack of Financial Support In a true sense we are at the brink of an Environmental Disaster’. In the light of this statement justify the rationale of Innovative Marketing for Afforestation Program’.Question 3: Why Market Afforestation ? ‘© Formulating an optimal afforestation mix that will ensure that a ‘good mix of trees & plants are selected which makes the program ‘commercially viable. © Incuieating Mass Awareness so that barriers are removed from, the minds of the people. = Making the Afforestation Cost Effective so that it becomes a self- ‘sustaining initiative which is commercially viable. © Segmenting the market to identify sensitive Target Segments. Question 3: * The concept of Afforestation Marketing focuses on a managerial approach in promoting afforestation which keeps pace with our socio-economic and environmental requirements “© The need of the hour is thus an Innovative Marketing approach to Afforestation by looking at the entire marketing mix and variables ‘that impact the results. ‘© This is ertical considering the situation that we find ourselves with unplanned industrialization, polluted cities, degraded forests, ecological imbalances requiring a sense of urgency.Question 3: . and Ir the Benefits the program will h epecaty far the Rural Nase ‘aa © Maintaining Ecological Balance taking into account the geography of the region and speatic needs ofthe focal populace. ye * Transforming Afforestation from a mere program into a mission for ange. » Thus we can see that there is a need for an Innovative Marketing 3m that integrates all the above elements to achieve the desired through various Marketing Techniques. What we lack is the managerial and commitment required tp undertake such a mission Seren is rad we shuld an to brge is Session. Question 4: » Farm Forestry Afforestation initiative undertaken by Individuals on their farms lands with or without Government support. Benefits are as follows ~ Source of supply of firewood replacing Cow Dung which can now be used for fodder improving productivity Helps buld a balanced rural economy through supply of firewood, simallimbet and fodder meeting daily requirements and also generating income Helps protect agricultural fields against winds, sand casting & exosionAfforestation undertaken as a community development program aimed at protecting the social / public interest, protecting the environment, and supplying essential materials to different category of users / industries. * 3 Key Constituents 1. Rural Forestry .....Undertaken on Community Panchayat Land 2. Farm Forest Undertaken on Individual Farm Land 3. Urban Forestry....Undertaken in City Land. What is the relevance of Social Forestry to the Development of Rural India ? Discuss.Question 5: © The biggest barrier to change is resistance from people especially with illiteracy levels being high, people are not sensitive to the need for afforestation » The challenge here is to create mass awareness about the need for afforestation by effectively selling the benefits of these initiatives. « If we succeed in creating awareness, the “Tree Consciousness” among the masses would remove all the hurdles in the implementation of the program. A crying need of the hour is to inculcate Mass Tree Consciousness”. Discuss this statement in the face of creative promotional strategies that you expect to be more sensitive in the Indian Setting.Question 4: © In order to make this work 2 important issues are (1) Optimal Blend of Rural & Farm Forestry (2) To formulate a mix of different groups of trees found ‘commercially viable, environmentally friendly and geographically acceptable, © A fair blend of Rural Forestry and Farm Forestry Is a crying need of the rural economy and if we professionally manage the afforestation ‘twill have a great economic and social impact besides protecting the environment. Question 4: » Rural Forestry = Undertaken on Community Land, Panchayat Lands, Degraded Forests, Road and Railway sides, canal banks, etc = It includes restoration of derelict area bearing scars, of industrial activity like quarrying, mining, road construction, lime burning,ete ~ Rural Forestry helps supply essential raw materials to support the cottage industry like honey, sport goods, silk, edible oll from seeds, paper, etc. = The rural masses also benefit by way of employment opportunity the initiative providesQuestion 5: © Govt should initiate a national day for Tree Plantation with several celebrities appealing to different section of the population being involved in the initiatives. = Town / City planners to be educated on the need for Afforestation and how it can help improve the aesthetics of the city besides being environmentally friendly Question 5: © Govt can tie-up with schools where children are involved in planting saplings so that the tree consciousness is created at a young & impressionable age. © Seminars to be organized in villages during gathering highlighting the “Economic” benefits — when they see potential for additional income they would be attracted to contribute. Service Providers can encourage their consumers to subscribe to email bills and help reduce paper consumption, thereby saving trees. Example - Idea Campaign on bills. © Govt can tie-up with Service Providers, Websites, where urban population can contribute financially to Afforestation initiatives.Question 5: '» Financial incentives can be offered to the farmers for undertaking afforestation where the idle land is provided by the Govt and benefits of the trees grown are shared by the individual © Govt Personnel to be trained effectively to manage the promotion activity, be given adequate incentives to motivate them to convince people. » Folk songs, dramas, road shows to be organized to create ‘awareness among the masses. ® Public Relation Tools to be used by organizing events, conferences that get media coverage and draw attention to the need for afforestation. Question 5: '* Segmentation - Target each segment differently...In polluted cities and specific areas people would be more affected by the environmental degradation. * Mass Media needs to be used and Creative Advertisements that draw attention and simulate interests © In rural areas, it is important to take the help of Opinion Leaders like Panchayat Heads, to drive the message across to community » Ina rural setting, religious sentimental values associated with trees (eg. Pipal, Neem) can be exploited to reach out to an audience who ‘may not be receptive to logic.