Professional Documents
Culture Documents
ON
MARKETING OF KISAN UREA
PRODUCED BY NFL WITH SPECIAL
REFERENCE TO BATHINDA & MUKTSAR DISTRICT
SUBMITTED TO
NATIONAL FERTILIZERS LIMITED
SUBMITTED BY:
NAMAN DHAWAN
ACKNOWLEDGEMENT
First of all and the foremost I will like to thank the ALMIGHTY GOD
for giving me the strength and knowledge to do whatever I have done
during and my summer training
I would also like to thank Miss. Shivani for giving his precious and
valuable time to me and guiding me in the preparation of the report ,
without their help which could had not been possible.
I would also like to thank my parents & all my friends who supported
me and helped me in the preparation of the report.
FORMAT No TH TF-18
Sr. No
Name ( S/Shri)
Roll No
To concerned VT/s
CC To:
1. Chief Mgr. (F & A) with the request to release security of Rs. 50 to the above
Vocational Trainee/s.
2. Principal/
Training & Placement officer.
.
.
.
DECLARATION
I under signed Naman Dhawan hereby declare that the project report
prepared and submitted by me is my original work. The practical findings
and suggestions in this report are based on the data collected by me during
my summer training in the organization of NFL.
Thanking you,
CONTENTS
EXECUTIVE SUMMARY
INTRODUCTION
NFL - A PROFILE
OBJECTIVES
RESEARCH METHODOLOGY
DATA ANALYSIS & INTERPRETATION
RESULTS AND FINDINGS
CONCLUSION
SUGGESTIONS & RECOMMENDATIONS
ANNEXURE
EXECUTIVE SUMMARY
market also one important fact is that from the past three years the
bathinda unit is running in the losses. The marketing structure of NFL is
good and the the superiors gave me a lot of help during my training, but 5til
there is lot to be done. There is need for NFL to look into the all the findings
and take effective measures, then only it will become a true NATIONAL
company.
INTRODUCTION
There are many products in the market like, computer, paints, electronic
goods, automobiles etc. There are big MNC existing of these products. I n
this world of urban and FMCG products, fertilizers as product dose not find
any existence. But India being an agricultural country one must Know what
a fertilizer is the company producing it and how it is marketed. The
company national fertilizer limited is the largest producer of urea in the
country, It is a Govt of India undertaking. I had an. opportunity to do my
summer training in the organization. The topic allotted to me was marketing
of Kisan urea with special ref. To Bathinda and Mukatsar distt. Urea is the
most important and most sold fertilizer. It acts like the role which food plays
for our body. during my training I came to know about urea how it looks
Hke. urea is fertilizer which is put into the with the seeds are put in to the
soil for any crop urea is a must. this season of summer is known as kharif
season and the crops grown are cotton and other crops the winter season
is called the rabi season. wheat is one of the main crop of that season.
these are the two seasons in which urea ;s demanded. in the rabi season
the demand of urea is more because the consumption is more than the
kharif season. I got the areas of Bathinda and Mukatsar district for survey.
and the markets are Raman I Maur I Rampura , Bathinda and Goniana in
Bathinda district and Malout I Gidderwaha and Mukatsar in Mukatsar
district. All I have done during my summer training, the data collected and
the analysis and the findings during my interaction in the market are further
in the report.
Trends in consumption
Mn ton
1960-61
1970-71
1980-81
1990-91
1995-96
1996-97
1997-98
1998-99
Mn to
1960-61
1970-71
1980-81
1990-91
1995-96
1996-97
1997-98
1998-99
N
0.2
1.5
3.7
8
9.8
10.3
11.1
11.3
Production
N
98
830
2164
6993
8777
8599
10086
10477
P
0.1
0.5
1.2
3.2
2.8
2.9
3.9
4.0
Total
0.3
2.2
5.5
12.5
13.7
14.2
16.3
16.6
0.2
0.6
1.3
1.1
1.0
1.3
1.3
P
52
229
841
2052
2558
2556
2976
3169
Imports
N+P+K
419
629
2759
2758
4008
2014
3246
1594
India
China
Egypt
Bangladesh
Pakistan
USA
kg/hectare
90
370.7
345.4
135.4
113.1
107.1
TYPES OF FERTILIZERS
Agriculture accoun_s for a third of India's national income. It provides
employment to over 70% of the population. Fertilizers playa key role in :
improving the crop yield and hence are integral to mOdern farming.
The main nutrients that deplete with successive cropping are nitrogen
(N), phosphorus (P) a.nd potassium (K). Fertilizers supplement the natural
deficiency as well as the depletion of nutrients. Organic manure (such as
cow dung) fulfils a small part of total nutrient requirement.
For optimum yield, a combination of fertilizers depending on the state
of soil, seed, crop, climatic conditions, etc is used. Excessive and! or
imbalanced use of fertilizers can adversely affect soil., Indian farmers, who
are generally uneducated, are not able to take a scientific decision on the
fertilizer mix from a long-term point of view. They use the cheapest mix.
This has' resulted in damage of soil quality due to excessive use of urea,
which is cheaper than P or K fertilizers. The key fertilizers used in India are:
Urea
which supplies around 83% of the total nitrogen requirement$. It is
manufactured from ammonia in ao en_f2rgy intensive process. Natural gas
is the preferred feedstock as it results in low variable cost compared to
naphtha. At present, only 50% of the total domestic capacity is gas based,
about 30% is based on naphtha and rest on fuel, oil and coal.
Di-ammonium phosphate
meets 50% of phosp_atic and 8% of nitrogenous nutrients. Rock phosphate
is the mairi' feedstock. Phosphoric acid is manufactured by , treating rock
phosphate"
with
sulphuric
acid.
It
is
then
reacted
with
ammoniatomanufactureDAP.
The integrated manufacturers have their own ammonia, phosphoric acid
and sulphuric acid plants, while sulphur and rock phosphate are imported.
Potassium fertilizers
are not manufactured in India due to the non-availability of the basic
feedstock. Muriate of potash (MOP) is imported from countries like Canada,
Jordan and Germany.
The dom_stic fertilizer demand was met largely by imports till the mid1970s. To reduce import dependence, the government implemented a
Retention Pricing Scheme (RPS) in 1977 to encourage domestic capacity
creation. Earlier, all fertilizers were under government control. However, in
1992-93, potassium and phosphatic fertilizers were deregulated.
CHAMBAL FERTILIZERS
130000 Tonnes
FFCO aonla
100000 Tonnes
TATA CHEMICALS
30000 Tonnes
KRIBHCO
25000 Tonnes
GNVFC
21000 Tonnes
OSWAL CHEMICALS
15000 Tonnes
10000 Tonnes
SRIRAM FERTILIZERS
10000 Tonnes
GSFC
10000 Tonnes
RCF thai
8000 Tonnes
One the reason for strong presence of kisan urea in Punjab is that it has,
the highest allocation under the ESSENTIAL COMMODITY ACT ( ECA ).
Then chambal fertilizers have the 2 highest allocation I then comes, " iffco
and- others follow in the order given above, ECA in a way puts a .
restriction on the competition between the companies. Bathinda plant being
located in Punjab and near the market its product is cheaper in the market.
the transportation cost is the major factor in the reason for the' low price of
the kisan urea produced by NFL.
NFL A PROFILE
COMPANY PROFILE
PLANTS
PRODUCTS
MARKETING STRUCTURE
FINANCIAL PERFORMANCE
NFL A PROFILE
its
installed
capacity
7.26
lakh
Mts.
installing
and
leading
product
is
Kisan
Urea.
The
Company
also
NANGAL PLANT
National Fertilizers Limited
Naya Nangal
Distt. Ropar
Punjab-140126
Plant
Installed
capacity
Commercial
Production
Cost of
Project
CAN
318160
22 Feb. 1981
31 Cr.
UREA
330000
Nov. 1978
132.50 Cr.
Heavy water
14.11
19 Aug 1962
Methanol
16.50
1984
BATHINDA PLANT
National Fertilizers Limited
Sibian Road
Bathinda
Punjab-151003
26-09-74
commencement of production
Jan 1988
Location
8 kms. West of
Bathinda
Urea
155000 MT
Ammonia
297000 MT
Sulpher
8750 MT
PRODUCTS OF NFL
KISAN UREA
Kisan Urea is a highly concentrated, solid, nitrogenous fertilizer, containing
46.0%. It is completely soluble in water hence Nitrogen is easily available
to crops. It contains Nitrogen in amider form which changes to ammonical
forms and is retrieved by soil colloides for longer. duration. Urea is
available in granular form and can applied by drill and broadcasting.
Kisan Urea is ideally suitable for all types of crops and for foliar spray which
instantly removes nitrogen deficiency. Kisan Urea also has a strong and
long lasting effect on crop resluting in bumper crops Carbonic acid present
in Kisan Urea helps in absorption of other nutrients like phosphate and
Potash by roots of crop.
FOOD GRAINS
Rice
Wheat
Millets
Jawar
Bajra
Maize
HORTICULTURE
Apple
Banana
Grapes
Mangoes
Orange
Papaya
Pineapple
CASH CROPS
Sugarcane
Cotton
Jute
Fodder
KISAN KHAD
prOduce_he Nangal UiJit in Punjab, NFL's. Kisan Khad is Calcium Amonia
Nitrate (CAN) Nitrogenous fertilizer, contains 25% nitrogen, half. of which is
Ammonical form and half in Nitrate form. Availability of nitrogen in two form
in Kisan Khad help crops to meet its initial and long term Nitrogen
requirements and is unique feature.
Kisan Khad is Marketed all over India
ANKUR
1. Ankur is a non pressure liquid fertilizer having 32% nitrogen
2.ankur has nitrogen both in ammonical and nitrate form which is
immediately available and has long lasting effect.
3. it is a pale yellow solution with a specific gravity 1.3 , it can stay
as liquid even below 2 degree C.
4. it can be applied uniformity both basal as well as top dressing.
5. it can be mixed and applied with micro nutrients, weedicides and
insecticides etc. ' '.
6. it can be applied and sprayed with commonly used equipment by
farmer. It can also be broadcasted and applied through irrigation
water.
INDUSTRIAL PRODUCTS ARE:
Ammonia, Liquid nitrogen, Carbon slurry, Nitrogen gas, Heavy water, liquid
sales planning,
preparation of
including
FICC,
liason
with
railways,
insuring
the
OFFICE:
sales
planning,
procurement
of
sales
order,
Distributors of NFL
Co - operatives
The organizational step for the distribution of fertilizer in the co-operative
sector varies from state to state, although it is generally a three tier system
with the apex' state marketing federation functioning as the cooperative
marketing societies acting as sub wholesaler at the taluka at mandi, which
in turn lir)ked to a number of primary agricultural credit/service societies at
the village level. it is village level primary co operative perform the true
velating function and are in direct contract with famers. In Puniab it is
MARKFED through which it sells its urea.
State agro industries:
,
Agro industries development corporation have been setup in various
states to act as principal organizations for the development of agro based
activities. The activity' of these corporations also include marketing of
agriculture inputs such as fertilizers, pesticides, tractors & other agro
implements. Fertilizers is being distributed by. these.
organizations through' private dealers in same of the state such as Punjab,
U.P. these organizations have achieved good recognition in the distribution
of fertilizer. In Punjab it is PUNJAB AGRO INDUSTRIES CORPORA TIO N
L TD , Chandiaarh throuah which it sells its Qroduct.
Private dealers: these are the private distributors or wholesalers through
which it sells its product.
SEASONAL AGREEMENT
NFL enters into 6 month agreement with institutional agencies ( for rabi &
kharif ) regarding terms and conditions for sale of NFL fertilizer. The
agreement broadly covers various supply terms such as:
1. sales plan
2. stocking plan
3. handling and stocking plan margin and rebates'\ mode of payment
DEALERS NETWORK OF NFL
As per the government guidelines efforts are made ,so that the fertilizer
sold to the extent of 50% through institutional agencies, and," balancing
being distributed through private distribution channel ,comprising of:
1. small scale traders (SST)
2. ex- serviceman (EX-SM)
3. schedule cast and schedule tribe (SC/ST) entrepreneur development
scheme (EDS) multipurpose distribution centers (MPDC)
Marketing Plan
Marketing based on sound database forms nucleus of all marketing
activities. Development of sales plans and fixation of targets is the major
exercise I for which following factors are taken into consideration.
1. ECA allocation for the states
2. trends and projections of consumption.
3. requirement at macro and micro levels.
I
4. efficient and economic movement of fertilizers so as to ensure their
timely availability on the door steps of the farmers.
5. expansion and development of the market and to increase market
share by efficient and effective distribution system.
6. adequate supply of fertilizers along with other agro inputs in dry
land and low consumption areas.
Marketing strategy of NFL
The marketing strategy of NFL is based on the following objectives.
1. to evolve an effective fertilizer marketing! distribution system.
2. to educate farmers regarding balanced and judicious use of. fertilizers
with complete scientific package of practices.
3. to create and maintain image of organization and its products.
4. to carry out extensive marketing activities to ensure growth of
market
PROFIT/LOSS ( in lakhs )
353.43
1991 - 92
1357.08
1992 - 93
1233.91
1993 - 94
8124.00
1994 - 95
6524.00
1995 - 96
1553.00
1996 - 97
- 3380.00 ( loss )
1997 - 98
5359.00
1998 - 99
- 2791.71 ( loss )
1999 - 00
- 142.63 ( loss )
2000 - 01
2001-2002
2002-2003
2003-2004
- 2666.44 ( loss )
-3352 (loss)
113
60.42
Despatch ( in MT)
1990 - 91
4,03,855
4,01,475
1991 - 92
5,41,500
5,40,556
1992 - 93.
4,90,205
5,01, 492
1993 - 94 ..
5,11,630
5,02,627
1994 - 95'
5,30,295
5,37,495
1995 - 96
5,31,045
4,88,334
1996 - 97 .
3,85,257
4,08,524
1997 - 98
5,67,367
5,66,341.35
1998 - 99
5,03,710
5,10,008. 65
1999 - 00
5,43,345
5,06,242. 25
2000 - 001
4,78,600
5,06,590. 65
2001-2002
514130
511241
2002-2003
2003-2004
511951
511500
511489
511500
OBJECTIVES
There are certain objectives in the mind of a trainee which he has to
achieve during his summer training and for the project undertaken.
Objectives show a route on which we have to procede. Mine objectives
were.
#. To have some practicql knowledge of marketing.
#. To have a look into the market of NFL in the areas under the Bathinda
area office.
#. Also to know why sale of kisan urea is less in the kharif season.
#. Where does the kisan urea stands in the market in terms of
advertisement, promotional activities and price.
#. What is the view of the ultimate consumer about the product kisan urea.
RESEARCH MEHODOLOGY
Research methodology is simply the procedure one has adopted during his
research namely the research design, data collection method, '. sampling
plan, sample size, sample size, field work, analysis and
interpretation,
limitations, scope.
RESEARCH DESIGN
An exploratory research design is used in this project which is " marketing
of kisan urea produced by NFL .. the reason being because as exploratory
design is to find out the problems. so my main aim was to know any such
problem in the marketing of NFL.
DATA COLLECTION
Primary data
70010 of the data collected is primary data which was collected from the .
dealers & retailers of the company by the way qf filling the questionnares
and personel interview.
Secondary data
30 % of the information collected is secondary in nature which is collected
from company records and internet.
SAMPLING PLAN
Sample unit
All the dealers and retailers who sell kisan urea were surveyed.
Sample size
Sample size was 50 which included the dealers from the districts of
Bathinda & Mukatsar which come under the Bathinda area manager.
Sampling media
The medium used to reach the sample size was bus & motor bike.
FIELD WORK
In my all the 8 markets Raman, Maur, Rampura, Bathinda, Goniana under
Bathinda district and Malout ,Gidderwaha & Mukatsar under Mukatsar
district were surveyed. a questionnare was prepared and was filled by each
and every dealer of each ttbthe 8 markets .1 also had a personal talk with
the dealers to know more about fertilizers and what it is all about. A copy of
questionnaire is attached at the end.
LIMITATIONS
"#. According to NFL policies the concerned authorities are not authorized
to provide any financial help to project researcher on summer training. it
was difficult to visit wide market of ferilizer on ones own expense.
#. It is a one man study so it was not possible to cover large no. of
districts in Punjab state.
#. The response of the dealers was satisfactory not so encouraging.
RESPONDETS OR DEALERS
IN BATHINDA DISTRICT
RAMAN (8)
MIs Mangat rai dev kumar
Mis FatUla trading Co.
Mis Sat pal Raj pal
Mis Vishnu khad bhandar .
Mis Des raj jugall<ishore
MIs Rama khad bhandar
Mis Kalra agro sales ,
MIs Raja ram sam prakash
satisfactory
Good
Bathinda
Need for
Improvement
32
total
32
0%
Satisfactory
Good
need
formprovement
100%
INTERPRETATION: As from the above fig. We can see that the consumer
opinion on quality of Kisan urea compared to other brands is that there is
need for improvement. the reason for this data I found out during my
interaction in the market was that there is powder in the Kisan urea 'and its
granules are small compared to other brands.
Table no. 2
Consumer opinion on Quality of kisan urea
Area/factor
satisfactory
Good
Muktsar
Need for
Improvement
32
total
32
INTERPRETATION: as from the above fig. We can see that the consumer
opinion on the quality of kisan urea compared to other brands in Mukatsar
distt. Is same as in the Bathinda disti, that is need for improvement. the
reason is same that there exists powder in the urea and its granules are
small in size compared to other brands.
Table no. 3
Area/fa cto r
Satisfactory
Qood
Raman
Need for
improvement
8
Maur
Bathinda
Rampura
Goniana
Malout
0
0
0
0
0
0
0
0
5
2
9
8
5
2
9
8
Gidderwaha
Mukatsar
total
50
50
Total
8
comparison chart
9
8
7
satisfactory
6
5
Good
4
Need for
improvement
3
2
1
0
raman
maur
bathinda
rampura
goniana
malout
gidderbaha
muktsar
Table no. 4
Factor influencing purchase of kisan urea
Area
Bathinda
price
28
Quality
0
Brand loyalty
4
Total
32
87%
INTERPRETATION: As from the above fig. We can see that price with
87% is sole important factor influencing the purchase of Kisan urea in
Bathinda distt. The reason _or this I found out during my interaction in the
market may be it is the cheapest urea in the market, brand loyalty is a
factor to a little extent. with the next brand being 3-4 Rs. Expensive
Table no. 5
Factor influencing purchase of kisan urea
. Area/factor
Mukatsar
price
Quality
Brand loyalty
15
Total
18
Price
Quality
Brand
83%
INTERPRETATION: as from the above fig. We can see that price with 83%
is the sole important factor influencing the purchase of kisan urea in
Mukatsar distt. The reason for this I found out during my interaction in the
market may be it is the cheapest urea in the market, brand loyalty is a
factor to a little extent. with the next brand being 3-4 Rs. Expensive
Table no. 6
Area/factor
Raman
price
7
quality
0
Brand loyalty
1
Total
8
Maur
Bathinda
Rampura
Goniana
Malout
Gidderwaha
Mukatsar
total
43
50
comparison chart
8
7
6
5
price
Quality
Brand Loyalty
4
3
2
1
0
raman
maur
bathinda
rampura
goniana
malout
gidderbaha
muktsar
Table no. 7
Season in which sale of kisan urea is more
Area/season
Bathinda
Kharif
a
Rabi
32
Total
32
Kharif
Rabi
100%
INTERPRETATION: as from the above fig. We/can see that the sale of
kisan urea is more in rabi season than in kharif season in Bathinda distt.
The reason for this I found out during my interaction in the market may be
that the consumption of urea is double in rabi season for crops like . wheat
and the other reason is that the powder in the kisan urea harms the cotton
crop which is the main crop of kharif season.
Table no. 8
Season in which sale of kisan urea is more
Area/season
Mukatsar
Kharif
0
Rabi
18
Total
18
INTERPRETATION: as from the above fig. Wf3 can see that the sale of
Kisan urea is more in rabi season than in kharif season in Mukatsar distt.
The reason for this I found out during my interaction in the market may be
that the consumption of urea is double in rabi season for crops like wheat
and the other reason is that the powder in the kisan urea harms the cotton
crop which is the main crop of kharif season.
Table no. 9
Area/season
Raman
Khaif
0
Rabi
8
Total
8
Maur
Bathinda
Rampura
Goniana
Malout
Gidderwaha
Mukatsar
total
50
50
comparison chart
9
8
7
6
5
4
3
2
1
0
Khaif
Rabi
raman
maur
bathinda
rampura
goniana
malout
gidderbaha
muktsar
INTERPRETATION: the above fig. Shows each market of each of the two
distt. We can see that in each market sale of kisan urea is more in . Rabi
season compared to kharif season, the reasons are same.
Table no. 10
Type of packing preferred
Area/packina
BaLhinda
Jute baa
0
Poly baa
32
Total
32
poly bag
100%
INTERPRETATION: As from the above fig. 'l'{e can. see that type of
packing of kisan urea preffered by consumer in Bathinda distt. is poly bag
with 100% votes. the reason for this preference I found out during my
interaction in the market is that the empty poly bag can be put to uses like
making of tarpal, pallis etc. jute bag cant be put to these uses.
Table no. 11
Type of packing preferred
Area/packinq
Mukatsar
Jute bag
0
Poly baq
18
Total
18
Kharif
Rabi
Table no. 12
Area/packinq
Jute baq
Poly baq
Total
Raman
Maur
Bathinda
Rampura
0
0
0
8
5
2
8
5
2
Goniana
Malout
Gidderwaha
Mukatsar
total
50
50
comparison chart
9
8
7
6
5
4
Jute Bag
Poly Bag
3
2
1
0
raman
maur
bathinda
rampura
goniana
malout
gidderbaha
muktsar
Table no. 13
Other competitive brand of urea
Area/brand
Bathinda
IFFCO
13
Uttam
13
Sardar
6
total
32
"
INTERPRETATION: as from the above fig. We can see that iffco and uttam
are the most competitive brands for Kisan urea in Bathinda distt. with each
getting 40% votes. The reason for this I found out during my interaction in
the market may be that they have better quality, there is not much diff. In
the price upto 3-4 Rs. And also after NFL they both have the highest
allocation under ECA respectively.
Table no. 14
Other competitive brand of urea
Area/brand
Mukatsar
iffco
8
uttam
9
sardar
1
Total
18
IFFCO 40 %
INTERPRETATION:as from the above fig. We can see that uttam with 50%
and iffco with 44% are two most competitive brands for kisan urea in
Mukatsar distt. The reason for this I found out during my interaction in the
market may be that they have better quality I there is not much ditto In the
price upto 3-4 Rs. And also after NFL they both have the highest allocation
under ECA respectively.
Table no. 15
TOTAL
Area/packinq
IFFCO
UTTAM
SARDAR
Raman
Maur
Bathinda
Rampura
1
1
0
6
2
2
1
2
0
Goniana
5
2
9
Malout
Gidderwaha
Mukatsar
total
21
22
50
comparison chart
6
5
4
IFFCO
UTTAM
SARDAR
3
2
1
0
r a ma n
ma ur
ba t hi nda
r a mpur a
go ni a na
ma l out
gi d de r ba h a
mu k ts a r
Table no. 16
Strongest brand in adv. & promotion
49%
38%
Kisan
Iffco
Uttam
INTERPRETATION: As from the above fig. We can see that uttam with
49% yes is the strongest brand followed by iffco regarding adv. &
promotion, kisan is weakest with 13% in Bathinda distt. the reason for . this
as I found out during my interaction in the market may be that it is the
cheapest brand & it is upto the dealer to sell it. There fore no need of adv. &
promotional activities.
Table no. 17
Stronaest brand in adv. & promotion
Area/brand
kisan
iffco
utta m
Total
. Mukatsar
18
Kisan
Iffco
Uttam
INTERPRETATION: As from the above fig. We can see that uttam with
50% & iffco with 330/0 are the two strongest brands in Mukatsar distt.
Regarding adv. & promotional activities. Kisan is weakest with 13% the
reason for this as I found out during my interaction in the market may be
that it is the cheapest brand & it is upto the dealer to sell it. There fore no
need of adv. & promotional activities.
#. In every market under Bathinda and Mukatsar district the response is totally
in favour of improvement in the quality of kisan urea, as it contains powder
compared to other brands. The quality is worst compared to other brands.
#. Kisan urea is the cheapest brand available in the market so price is the
only factor influencing purchase behaviour. there is very very little brand
loyalty for kisan urea.
#. Sale of kisan urea is almost double in the rabi season compared to kharif
season because the powder in kisan urea harms the cotton crop of kharif
season.
#. Consumers prefer poly bag packing because it could be used
afterwards to make tarpal and pallis.
#. The main competitors of kisan urea in the., market are iffco and uttam
because there quality is better and price is reasonable.
#. There is no adv. and promotional activities by NFL for kisan urea.
#. Retailers in the market of Goniana and Bathinda are not satisfied with
the distribution system of NFL they are damaging the image of NFL.
#. Improvement in quality and cash payment system are two major
marketing support dealers like to have to increase the market of NFL.
CONCLUSION
It was a fruitful experience during my training at NFL. the main things I
came to know during my training is that NFL is the largest producer of urea
in the country and highest allocation under ECA in Punjab. it has a
wholesale distribution system. its urea is the cheapest urea available in the
market because the plant is max. 70. kms away from its markets, so
transportation cost is less. It has 4 plants in the country, its marketing
network is good.
If both districts of Bathinda & Mukatsar are
compared in Bathinda district retailers are not happy with the distribution
system. as far as the quality is concerned the response is same from both
the districts Le need for improvement, similar is the verdict for the
promotional programmes and activities. cheapest price of kisan urea
emerges as the sole element of marketing by the NFL that makes it stay in
the market.
NFL has to improve its., quality to create goodwill "among the farmers
and retailers and also the company is lacking in promotional programmes
in comparison to its. competitors.
Then only it _an become a true NATIONAL company.
#. One the main reason for the weak market of NFL is the quality of its
kisan urea', NFL should improve its quality, no powder & increase in
size of its granule to improve its market position,
#. To improve the ..Image in the minds of the retailers the company should
have a standard margin in each and every market.
#. NFL should organize farmer meetings and camps to tell if there are. any
steps taken to improve the quality and how to make the optimum'. use
of urea..
#. NFL should introduce promotional schemes like free gifts inside the
bags etc to boost the sales.
#. NFL should have some amount of control on its distributors to stop the
bad practice started by the distributors of selling the urea at the' same
price both tp the retailer as well as the consumer. Distributors should be
increased in the areas where there is only one to stop such practices,
#, The govt. should reduce the allocation of urea to the company,
QUESTIONNARE
1. Name of the firm_______________
,2. Which other brands you sell ?
3. Consumer opinion regarding quality of kisan urea compared to other
brands?
a) satisfactory
b) good
c) need for improvement
4. Factor influencing purchase ofkisan urea by the consumer?
a) price
b) quality
c) brand loyalty
5. In which season sale ofkisan urea is more?
a) Kharif
b) Rabi
6. Type of packing consumer prefers?
a) Jute bag
b) Poly bag
7.Which is the most competitive brand for Kisan urea?
a) IFFCO
b) Uttam
c) Sardar
8. Strongest brand regarding advertisement /promotional activities?
a) Kisan
b) IFFCO
c) Uttam
b ) not satisfied
",
b) No
11. Annual turnover from urea and what is share of kisan urea?
12. What type of additional marketing support you would like to have?
a) credit
d) margin