A study on Sales promotional activities in Pesticide Industry

GROUP -1

GROUP NO:01 Abhijeet Anand(01) Bidhu Bhushan Binit(08) Deepak Mallik(13) Girish Kumar(18) Himanshu HP(20) Karthikeya(22) Lopa Dhal(25) Mantosh(26) Mayur(27) Paritosh(31) Shashi Bhushan(38)

PESTICIDES INDUSTRY

India is a densely populated country with about 15% of the world population and 2.5% of the world geographical area. About 40% of the area is available for cultivation. In order to meet the needs of a growing population, agricultural production and protection technology have to play a crucial role. Substantial food production is lost due to insect pests, plant pathogens, weeds, rodents, birds, nematodes and in storage. Pesticide consumption in India is one of the lowest in the world with per hectare consumption of less than one kg compared to US (4.5 kg/ha) and Japan (11 kg/ha). Pesticides industry has developed substantially and it contributes significantly towards Indias agriculture and public health.

Indian Scenario:

India is the 4th largest producer of Agrochemical after USA, Japan and China India is the second largest producer of pesticides in Asia. India exports pesticides for approx. Rs. 2800 crores. Total Agrochemical market in India = Rs. 4500 crores.

CLASSIFICATION OF AGROCHEMICALS

(i) Insecticides (ii) Fungicides (iii) Herbicides (iv) Rodenticides (v) Weedicides (vi) Fumigants (vii) Nematocides (viii) Plant Growth Regulators

National

Bangalore zone
Fungicides Insecticides Herbicides

Fungicides Insecticides

Herbicides Others

1% 10% 18% 71% 21% 19%

60%

Background of the study

In India(less than 1 kg/hec) pesticide consumption is very much less than other countries ;like USA(4.5kg/hec),Japan(11kg/hec). Annual monetary loss(due to pest)= 60,000 crores So, huge market potential. Promotion is one of the 4 Ps which helps in attaining enjoyable market share for a company.

Research Design

Method
Design Area

Primary research(Unstructured interview)

Descriptive study

Gandhinagar(Bangalore) Ramanagaram

Research Design

Sampling Frame Sampling Technique Sampling element &sample size

Gandhinagar(Bangalore city) Ramanagaram

Non-probabilistic(Convenience Sampling)

Elements-: Farmer, Dealer/Distributor Size: farmer =5 ; Dealer =5

Findings :Major Players and segments

In vegetable and flower segment: Leading companies are : Syngenta =bottom(insecticides) arbuda(rodenticides) mosquil(rodenticides) Bayer= decis(insecticide) milthion(insecticide) hosekote(rodenticide) malur(insecticide) Insecticide India limited = metacil(insecticide) loom(insecticide) Monsanto=Roundup, Endofarm chemicals, Kalyani chemicals, Dupont.

In sericulture industry leading companies are : Sericare Serikon Rainbow Kissan craft Nandi agrovet Shri murdeshwar chemicals Pure chemical laboratories

Products are : Bijetha(fungicides) Rakshita(fungicides) Docolo(fungicides) Round up (herbicides)

Findings
To find out current practices by agrochemical industry for sales promotion.

For farmers : 1) Samples 2) Demonstration 3) Wall painting 4) Van campaigning

For dealers : 1)Discount 2)Quantity discount 3)Seasonal discount 4) International package

Observation: Promotional Activities

In case of dealers : pesticides company only calls for a meeting of dealers at time of new molecules. Generally they are not giving any samples For motivation they are recognized and given rewards on achieving targets. Cash discounts, longer credit periods International tours like Thailand, singapore etc. Grievance handling by sales rep. Gifts or bonus In case of farmers ( mulberry growers) Purchases are influenced by dealers. Farmer meeting done by sales rep Field demonstration

Suggestions
Farmer Meetings has emerged as the most important tool. So farmer meeting should be conducted in the villages.

Companys persons should talk with farmer by going in different villages because farmers want that company people should visit them frequently.
Farmers always expect gift with the purchase of agricultural inputs. Company should have a toll free number to give free advice to the farmers and to receive their complaints. Product should have some identification sign for easy rememberance . Farmers (illiterate) expect some kind of nukkad nataks for making them more aware about products.