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EVALUATION OF BRAND
PROMOTIONAL ACTIVITIES FOR
LASSO IN KARNATAKA
By
ATAULLA NAIK
09PGDM051
CONTENT
• Introduction
• Company Profile
• Methodology
• Findings
• Conclusions
Suggestions
• References
IMPORTANCE OF AGROCHEMICALS:
Agrochemicals form the largest and the most diverse group of
chemical compounds popularly referred to as pesticides.
They are mainly used for plant protection and improving crop
yields.
Every year nearly 30% of the potential of food production
valued Rs.150bn are lost due to insects, pests, plant pathogens,
weeds, rodents, and birds and in storage. Hence the use of
pesticides has become extremely necessary.
Besides given the large growing population and scarcity of
land available for cultivation, pesticides industry has a vital
role to play in the agricultural sector.
ABOUT SINOCHEM INDIA COMPANY PVT.
LTD.
A China based company started in 1949 in Beijing.
Having customers from more than 100 countries.
Inbound Logistic
Manufacturer
Outbound Logistic
Distributer
Retailer
Consumer
ABOUT THE PRODUCT(LASSO)
CHEMICAL NAME: 2-Chloro-2'-6'-
diethyl-N-(methoxymethyl)
acetanilide (56),Alachlor
TRADE NAME(S): Lasso (56)
Secondary data
Secondary data includes the information gathered from Books,
magazines, Newspaper, Internet and Journals that discloses the
present status of the industry, its various activities and recent
developments.
Population
All Maize growers of Mysore (H.D. Kote), Shimoga,
Shikaripur, soraba, Shiralakopa of Karanataka state.
Period
The research work was carried for 72 days from 20th April to
30th June.
Sample Design
Sample Size: - 5749 Farmers from 183 villages
80%
70%
60%
30%
20%
10%
0%
FARMERS PROFILE
Interpretation: Based on the secondary data collected from the KVK and agriculture
dept, it was found that land holding of the farmers is decreasing day by day. Majority of
the farmers (72%) are small farmers having land holding less than 5 acres followed by
medium farmers (21%) who are having land holding between 5 acres to 15 acres and
only 7% large farmers having land holding more than 15 acres.
FARMERS PESTICIDE CONSUMPTION PATTERN
2%
23%
42%
PESTICIDE USERS
MANNUAL WEEDING
MECHANICAL WEEDING
NONE
33%
Interpretation: Based on the primary data collected from the farmers/dealers, it was
found that majority of the Maize growing farmers (42%) are using pesticides followed by
manual weeding(33%) and mechanical weeding(23%), which shows the potential to adopt
the pesticide.
MAIZE ACREAGE IN KARNATAKA OVER YEARS
Maize(area in '000ha)
255
213
199 201
189
177
165
150
the project because the availability of farmers and the retailers is very
difficult for getting the response.
Few retailers and farmers expressed fear about the researcher’s mission
data were available in the scattered manner and the relevance of the
secondary data may not be justified.
4.Analysis and
Evaluation of Brand
Promotional Activities
COMPARATIVE ANALYSIS OF COMPANY
SALES TARGET
14000
12000
10000
8000
2009
6000 2010
4000
2000
0
sales
Interpretation: The increase in sales target from 3000 liter to 12000 liter
i.e. change of 300%based on the market observation, is mainly due to
the promotion activities carried out by the company.
ANALYSIS AND EVALUATION OF BRAND
PROMOTION ACTIVITIES FOR LASSO
Total number of farmers contacted: 5749
Total number of farmer meeting conducted: 216
3500
3000
2500
1000
500
0
Farmer's meeting Group discussion Individual contact
I Farmers meeting
II Field demonstrations
IV Individual contact
V Tele-campaign
VI Posters
VIII Banners
INTERPRETATION
Among all promotional activities farmer meetings found to be
more effective because in meetings both way conversation
between company people and farmers and the farmers who
used lasso product earlier are involved.
The concept of FAB (features, advantages and benefit of the
product) has helped a lot to convenience and influences them
to buy the product.
Van campaign was not that effective tool in brand promotion,
farmers didn’t take it seriously and it only attracted small
children for the pamphlets.
Purchase decision of the farmers can be influenced by regular
follow-ups after farmers meetings, field demonstrations etc.
CONCLUSION
Farmers are very unaware about quality of any product; they
buy those products which are told by the retailer because they
completely believe on shopkeepers.
But shop keepers sale those products in which they get more
margin.
Promotional tools like Farmers meetings; field demonstrations,
Individual contact, and tele-campaigning were found to be
more effective tools to create demand for the LASSO.
SUGGESTION
Maintaining the good relationship with all the dealers of the territory
and availability of the product in all shops will help to sell the
products more efficiently.
Farmers are result oriented rather than to listen about the product, so
more demos and field days should be carried out in order to show
the result of the product.
Literature being given to the farmers does not contain the full
information about how to use the product, which results in failure of
the product purchase, so full details should be given about how to
use the product, company address etc in the literature.
The margin available on the sale of the product should increase, so
that dealers should also well acquaint with the product and push the
product.
Company should introduce small size pack of Lasso as farmers
demand is more. If company introduces small size pack farmers may
try the product and further they can become loyal customers of the
company.
THANKYOU