This action might not be possible to undo. Are you sure you want to continue?
A SUMMER TRAINING REPORT ON
“A comprehensive study of consumer satisfaction for TATA TORAN in rural market of Gujarat”
SUBMITTED BY: AMIT KUMAR REGISTRATION NO =J4-00560-2009 SESSION (2009-2011) UNDER THE GUIDANCE OF Mr. A. D. Kalola (MAJOR GUIDE) (ASSISTANT PROFESSOR)
POST GRADUATE INSTITUTE OF AGRI-BUSINESS MANAGEMENT JUNAGADH AGRICULTURAL UNIVERSITY JUNAGADH – 362001
JULY-AUGUST – 2010
Post Graduate Institute of Agri. Business Management, JAU, Junagadh
Prof. A.D.Kalola Assistant Professor, PG Institute of ABM, Junagadh Agricultural University, Junagadh.
This is to certify that the summer training work report entitled “A comprehensive study of consumer satisfaction for TATA TORAN in rural market of Gujarat” submitted by Amit Kumar in partial fulfillment of the requirements for the award of the degree of MBA (AB) at Junagadh Agricultural University, Junagadh is a record of bonafide research work carried out by him under my guidance and supervision and the summer training work report has not previously formed the basis for the award of any degree, diploma or other similar title.
Place: Junagadh Date: /9/2010
(A.D. Kalola) Major Guide
Post Graduate Institute of Agri. Business Management, JAU, Junagadh
The main aim of training was to get face-to-face with the practical world .I tried my best this report simple and lucid. I undertook our project in Tata Rallis a Tata enterprise is leading company in Agrochemical Industry. During the training, i had worked on the project “comprehensive study of consumer satisfaction for TATA TORAN in
rural market of Gujarat”. This project report is the outcome of 45 days of hard work
with a lot of dedication and devotion. The project provided me practical experience of the corporate world and it provided me with an opportunity to explore myself as well through this project, I had a precious learning experience about the corporate world and about market. This shall be of immense help in the future for me. Marketing plays pivotal role in today’s business, when there is such a high competition in the market. The emphasis in the project is providing the study and an insight into Indian Agrochemical Business Scenario. The summer project is designed to provide participation of MBA in AB program as on the job experience. This has given a chance to try and apply the academic knowledge and gain insight into corporate culture. This helps in developing decision-making abilities and emphasizes on active participation by the student. We gained valuable experience and knowledge during the survey.
Post Graduate Institute of Agri. Business Management, JAU, Junagadh
This is to declare that, I Amit Kumar, a student of Post Graduate Programme in Agri Business Management (2009-11 Batch), from Post Graduate Institute of Agribusiness Management, JAU, Junagadh, have given original and authentic data, information and maintained full confidentiality to the best of my knowledge in the project report titled “A comprehensive study of consumer satisfaction for TATA TORAN in rural market of Gujarat” and that, no part of this information has been used for any other assignment but for the partial fulfillment of the requirements towards the completion of the said course. It is further declared that I have worked for six week (45 days) on my Summer Training required under the manual of policies of the institute.
Post Graduate Institute of Agri. Business Management, JAU, Junagadh
The satisfaction that accompanies the successful completion of any task would be incomplete without the mention of all those people who made it possible whose constant guidance and encouragement crowns the efforts with success. I would like to thank my Major Guide Prof. I would like to thank my all friends. Kalpesh Kumar. Business Management. Area Sales Rajkot. Post Graduate Institute of Agri business management. Junagadh Agricultural University. I extend my thanks to all the people who came in contact and cooperated me during my project work. Principle. I express my thoroughly thanks to Dr. kalola and all facality members of PGIABM for all time support during my training. Junagadh for providing necessary facilities. D. Rallis India Limted Mr. Ahmedabad and Kantilal Aghara. A. valuable guidance and for grooming in this manner that enabled me to do justice with this project. Finally. who gave me the Maanger. juniors and seniors in PGIABM. Pranab mishra. Senior Domestic Officer. whose blessings are my most valuable assets. JAU. whole business of their product line. Dhanraj Prasad and Smt. and Place: Post Graduate Institute of Agri.ACKNOWLEDGEMENTS Words can hardly express my feeling of indebtness to all those who extended cooperation in completing this project work successfully. Junagadh 5 .D. I would heartily acknowledge my guide Mr.B kuchhadiya. I would like to thank the Almighty God and my parent Sh. Prashant Gandhi. I would like to thanks to Mr. placement coordinator for providing me one of the best opportunity for my summer training project. rendering the help in all academic matters. opportunity to have a closer look at the working of Rallis India Ltd. Lalita Devi.
Date: (Amit Kumar ) Post Graduate Institute of Agri. JAU. Junagadh 6 . Business Management.
Abbreviations Hectare = ha Demonstration = Demo Number = No. JAU. Business Management. Serial Number = S. Rupees = Rs Crores = Cr Technical field assistant = TFA 1000 Liter = KL RIL = Rallis India Limited Post Graduate Institute of Agri. No. Junagadh 7 .
3 4 5 6 8 9 10-18 19 20-22 23-33 34 35-36 37 LIST OF TABLES Post Graduate Institute of Agri. 10. 8. 13. Junagadh 8 . Business Management. 4. 12. 11. 3. 2. JAU. 5. 9. No. 7. 1.CONTENTS S. 6. Title Preface Declaration Acknowledgement Abbreviation List of Tables List of Figures and Graphs Introduction Review of Literature Project Methodology Findings and Analysis Conclusion and Recommendations Suitable Marketing mix References Page No.
3 4.26-27 10) LIST OF FIGURES AND GRAPHS Post Graduate Institute of Agri.1 . No. Business Management. Production and yield of COTTON in 24 25 different Talluka of Rajkot district (2009.S.1.5 Areas and Production of different crop in Rajkot district Areas and Production of different crop in Gondal Talluka Area. Junagadh 9 .Table4. Table District Wise area (in ha) under different 23 4.1.2 district (Rajkot ASO) 3. Table (Ahmedabad ASO) 4.1.1 23 2. 1.4 5. JAU. Table4.1. Title District Wise area (in ha) under different district Page No. Table4.
1. Percentage share of insecticide. Junagadh 10 . Business Management. JAU. of Villages regarding TORAN in Gondal Talluka Opinion of Farmers Regarding Knowledge of 28 28 29 30 30 TORAN Fig 4.5 Fig 4.3.1 TORAN in Gondal Talluka Farmer View Regarding Pesticide use Focus crops and Potential for pesticide 31 Chapter 126.96.36.199.1 Title Page No.4 Fig 4.2 Gondal Talluka Percentage of Cotton Acreage in Different Fig 4.2 Fig 4.2.3 Fig 4.1 Fig1. Introduction Post Graduate Institute of Agri.1.1. Fig 1. No.3 Talluka of Rajkot Population Fluctuation of Sucking Pest in 27 Fig 4. herbicide and 10 pesticide in Indian market Map of Gujrat Percentage of Cotton Acreage in Different District of Gujarat Percentage of different crop Acreage in 26 24 13 Fig.2 Fig 4.4.S.1.1 Cotton Response of farmer regarding important Sucking Pest of Cotton No.
Amerli. India is one of the most dynamic generic pesticide industries in the world. Cotton is cultivated in Gujarat in the district of Rajkot. India rank first in areas and third in total production in world. Rajasthan.Introduction of Gujarat Cotton. it is the backbone of Indian agriculture. Junagadh Agricultural University divided into two Zones is known as North and South Saurashtra Agro Climatic Zone. having total installed capacity of technical grade pesticides consisting of large and medium scale (including Post Graduate Institute of Agri. weed and nutrient management. In India. In all these production Rajkot plays a very important role. there is need of awareness about good quality of pesticide and pesticide. thanks to better chemicals. which has lately been witnessing a slowdown. Maharashtra. disease. Business Management. India is one of the major producers of cotton in the world. Madhya Pradesh.e.1Introduction to the Industry In the stupendous task of pushing up agricultural production to address the need for burgeoning population of the country. Junagadh 11 . The industry is increasing its market share in domestic as well as international market. 1.. Cotton is an important raw material for the Indian textile industry. fertilizers and hybrid seeds. Jamanagar and Surendnagar etc. pest. Tamilnadu and Karnataka. Bhavnagar. In Gujarat. there is an unmistakable role for the pesticide industry. Despite ever-increasing population and diminishing land area under crops. Rajkot district is the largest producer of cotton in the State. The industry has contended with the challenges posed not only by the nature. The production groundnut is relatively higher in South Saurashtra Agro Climatic Zone as compared to other zone. In fact..6 million hectares. Ever since independence. the industry has taken upon itself the challenge of providing Indian farmers the latest technology to combat ever-increasing pest populations. agricultural production continues to increase every year. cotton is grown in the state of Gujarat. Junagadh. The Indian textile industry occupies a significant place in the country’s economy. In India. Therefore. the white gold enjoys a predominant position amongst all cash crops in India. but also with the fast changing competitive market. In this Rallis a Tata Enterprises play an important role. In order to sustain production and to increase productivity it is necessary to adopt appropriate package of practices i. JAU. India is one of the largest producers of pesticides in South-East Asia and is a leader amongst producer of generic molecules. cotton occupies areas of nearly 9. India's agriculture contributes significantly to the GDP and employs 65 per cent of our population. Andhra Pradesh. constituting about 65% of its requirements.
The damage due to various crop pests and diseases are estimated to be around 30 per cent of the total agricultural production. and Deltamethrin etc. and yet it is a necessity. It is followed by the herbicides. Herbicides contribute to one of the most important growing markets in the Post Graduate Institute of Agri. the pesticides industry plays a vital role in safeguarding the crops and thereby increasing our agricultural production. herbicide and pesticide in Indian market (Source: Pesticide Information Annual Issue 2005) Insecticides have the largest share in terms of market size by volume. Fenvalerate. Metamitron. Ethion. The task is highly challenging.1. at 2007 prices. Pesticides exports from India are steadily increasing and have registered a growth of 10 per cent to 15 per cent in the last three years. medium and small scale) spread all over the country with a total market size of US $ 870 million per annum for use in agriculture. Indian companies have developed process technologies for more than 30 pesticides. Acephate. Chloropiriphos. Many Indian companies manufacture these. Malathion. public health. Quinalphos. Zinc Phosphide.Lambdacyhalothrin. These include Hexaconazole. Profenophos. Paraquat. 660 Cr. Monocrotophos. The global market for plant protection is estimated to be around $27 billion by the year 2005. Crop losses in India due to pests are estimated at Rs. Fig 1. and India is one of the largest producers of these pesticides in the world. household and plant protection. Aluminum Phosphide. Junagadh 12 .63. Thus. Percentage share of insecticide. We need to produce an additional 5 million tons per year for next 20 years to meet our food grain needs of 300 million tons by 2020.approximately 10 multinationals) and 400 pesticide formulators (large. JAU. . Exports are expected to grow faster in the future. Business Management. The plant protection technology contributing a 30-40 percent role in increasing agricultural output undoubtedly assumes paramount importance and attention of all concerned.
D.2 Introduction to the Tata Group: Tata is one of the oldest and largest business conglomerates in India. 65. Junagadh 13 .000 tonne litres per annum of formulations). R. It has the largest agrochemicals capacity in the country (10.3 Introduction to Company (Rallis India Ltd. herbicides. a member of whose family has almost invariably been the chairman of the group.country. who took over from J. Cotton is the largest consumer of pesticides in the country followed by paddy.4 billion.3. Herbicide is used at the minimum level at the world level 1. 1. Pesticides share in overall market is comparatively low with only 10 per cent share. Tata in the 1990s. Ralli Brothers set up an India office in Kolkata. the equivalent of about 2. The group takes the name of its founder. pesticides and plant nutrients for Indian farmers.5 billion). Business Management. It was a lucky move because the Crimean War broke out three years later and created huge demand for Indian jute. The Tata Group comprises 96 companies in seven business sectors. and a market capitalization of US$47.1 History of the company • In 1837.000 retail counters. followed by the insecticides. Rallis made its early fortunes out of jute assets.8% of India's GDP. • As early as 1851. five Greek brothers set up Ralli Brothers in Tabreez. • The jute assets were finally sold one hundred years later in 1958 to buy two pharma Post Graduate Institute of Agri. At the world level pesticides are the most widely consumed pesticides. Jamsetji Tata. The chairman is Ratan Tata. The company has factories in five locations in India and a network of 1.500 distributors that reach more than 40.000 tonnes per annum of technical grade pesticides and 30. It has more than 150 years of experience in servicing rural markets and a comprehensive portfolio of pesticides. an Iranian city within the Ottoman Empire.) Rallis India is one of India’s leading agrochemicals companies. Vegetables consume 8 per cent of the total pesticides consumed in the country and pulses accounts for the 5 per cent of the total consumption. JAU.8% of the ownership of Tata Group is held by the charitable trust of Tata 1. with revenues in 2007-08 of (US$22.
• • Very quickly. 1. pesticides. a new generation systemic insecticide for cotton and chillies. on 23rd August.3. • Rallis India Ltd -Turnover (2009-10) Rs 937 Cr. quality and interaction with the growers. WT Suren and Teddington. herbicides. Tata Fison bought the manufacturing license and know-how to make Dimethoate.3. 1948. Junagadh 14 . Post Graduate Institute of Agri. • Independently. • In 1970. he established Fison India in 1956.companies. The export basket includes technical-grade pesticides. Business Management. Since he saw India as a big market. branded formulations and contractmanufactured products. including insecticides. The product was marketed under the brand name Rogor: which is still in the company portfolio. In 1960. JRD Tata had become deeply interested in DDT because of its beneficial impact on the health of millions in India affected by malaria. Mr. Tata Fison became the No 1 pesticide company in India. JAU. • After independence.2 Areas of business • The domestic formulation business caters to the crop protection and yield enhancement needs of the Indian farmers through a wide portfolio of products. Rallis is constantly faced with products that are similar to its own. • The international business handles exports of pesticides to all parts of the world. plant-growth nutrients and seeds. Tata Fison India reverse-merged into Rallis India Ltd and the present structure of company took shape. & PAT Rs 101 Cr.3Marketmantra As pesticides are mostly generic by nature. • There was a “happy marriage” of interests and Tata Fison was formed as a 50:50 JV in 1957. The critical differentiation is through service. • The domestic institutional business caters to the bulk and technical requirements of institutional customers. an Indian Company was registered as Rallis India Private Limited. • A British businessman called Sir Clavering Fison got access to DDT technology. 1.
Apart from understanding problems. Inhibits molting in nymphs through chitin regulation. Insect does not develop crossresistance. 'Dr Vishwas'. • The sales and marketing staff are joined by factory workers. A process called Innogate captures innovative marketing and problem-solving practices. effective on Hemipterous pests i. if farmers are moving to other products. Business Management. they can find out why. a sort of super-man who identifies farmers' problems and offers complete solutions.4 Product Introduction: TORAN is an IGR. Junagadh 15 . • Whether in R&D or marketing. scales and mealy bugs. systematic pesticide belongs to Buprofezin group. Ankleshwar and Patancheru and the new plant at Dahej will commence operation from this year.3. The Tata name is associated with Rallis and often people call it Tata Rallis. He appears in all the company's communications. Some of the farmers who call the Rallis helpline actually ask to speak to Dr Vishwas. It gives long-lasting effect on target pests. Lote. It is also very effective against target pests that are resistant to organophosphate and carbamate insecticides and less adverse effect on natural enemies and beneficial insects. R&D scientists and officers in the field. They die during the process of molting. Depending on the age of the nymphs at the time of spray the mortality starts from 24h and peaks on the 3rd or 4th day of exposure. whiteflies.4Location The company’s head office is in Mumbai. Unlike other insecticides does not Post Graduate Institute of Agri. innovation makes the difference. Turbhe.e."Rallis have very strong brand equity in this market. leafhoppers. jassid etc . • The company also has a unique marketing programme called 4S (SamparkSambandh-Samruddhi-Santushti) which means building relationships through information and service. 1. Each group is assigned an area and a number of farmers to meet. JAU. Rallis has created a mascot. It acts as contact and Stomach poison. Its longer residual activity effecting control for about 15-20 days. plant hoppers. It is an invaluable marketing device that builds trust and a priceless knowledge base. 1. Plants are located in India at Akola. Vapour action helps in redistribution to all plant parts and also to other plants which were not properly sprayed.
About 89. JAU.2 Map of Gujarat 1.1%.671. 1. The density of population is 258 persons per km². the deity of Krishna is famously worshiped in His form of Shrinathji throughout Gujarat Post Graduate Institute of Agri. Jain 1. Amongst Hindus. Junagadh 16 .017 as per the 2001 census data.5.1% of the population. Muslims account for 9. Its official and primary language is Gujarati.1 Gujarat geography The population of the Gujarat State was 50. Business Management.1% of the population of Gujarat are Hindu.5 Introduction To Area Figure 1. Mirid bugs and parasitoids.0% and Sikh 0.  . Hence this is a TRUE IPM insecticide. a lower density compared to other states of the country.affect the predatory Spiders.
these agri products are produce in certain geographical clusters which makes these clusters prima facie suitable for setting up of common user infrastructure facilities (Annexure I). Reliance Petroleum Limited. operates the oil refinery at Jamnagar. tobacco. The world's largest ship breaking yard is in Gujarat near Bhavnagar at Alang. • • • • • • • • • • 39% of India's industrial output 10% of its mineral production 80% of salt production 20% of India's exports 25% of its textile production 40% of India's pharmaceutical products 67% of petrochemical production Longest shoreline — 1. in year 2006–07. Industrial products include cement and petrol. guar seed and cumin. trained manpower availability. It is endowed with abundant natural resources in terms of fertile land. government support and entrepreneurial acumen. good river system. bananas. It also has a great potential in agriculture because of its diverse agro climatic zones. castor. Major agricultural produce of the state include cotton. dates. JAU.670 kilometres (1. one of the group companies of Reliance Industries Limited founded by Dhirubhai Ambani. varied soil and climatic conditions. good support in terms of industries and most important enterprising people & technical talent. Post Graduate Institute of Agri. milk and milk products.040 mi) Over 20% of the S&P C7NX 500 conglomerates have corporate offices in Gujarat. as a heavily industrialized state of India. chikus. Gujarat has some of the largest businesses in India. investment trust. onion. cotton.Gujarat. Moreover. Business Management. groundnut sesame. The company has also planned another SEZ (special economic zone) in Jamnagar. 26% out of total bank finance in India was in Gujarat. which are the world’s largest grass-roots refineries. isabgul. also has great potential to develop a vibrant agrarian economy through agro-industrialization by deriving competitive advantages from Gujarat’s unique position in the world for many commodities viz. sugar cane. fennel. groundnuts (peanuts). a major industrial state. attracts lots of outsiders from various parts of India Gujarat. Junagadh 17 . As per RBI report.
in India. Other major food crops produced are Rice. As per the estimates of the survey of major livestock products. Jetpur. Dairy farming. The density of population is 283 persons per km². The district headquarter is Rajkot city – Largest city in Saurashtra and fourth largest in Gujarat state. Maize. industrial and educational hub of the region. Tur. Jowar. Gondal. Wankaner. groundnuts and tobacco. In 2006-07. As per the results of livestock census 1997.70 lakh livestock in Gujarat State. It is the second largest producer for oil seeds with groundnut being the major oil seed. functions on a cooperative basis and has more than a million members. Amul milk co-operative federation products are well known all over India.09 million tonnes of milk.996 Post Graduate Institute of Agri. 1. The district boasts of a stock exchange. Agriculture of Rajkot Rajkot district is the largest producer of cotton in the State. the total crop area amounts to more than one-half of the total land area. Gujarat has an agricultural economy.2 Agriculture at a Glance Gujarat is the main producer of cotton. and it is Asia's biggest dairy. Engineering and Auto ancillary industry is viewed as the growth engine of the district Textiles and Apparels is also an emerging sector. Gujarat is the largest producer of milk in India. and goats.392 as per the 2001 census data.Gujarat ranks first nationwide in gas-based thermal electricity generation with national market share of over 8% and second nationwide in nuclear electricity generation with national market share of over 1%. and soap. Bajra. oil. Rajkot city is considered the economic. Upleta and Dhoraji. Geography of Rajkot The population of the Rajkot District was 31. sheep. Wheat. Rajkot produced 12. there were 209. Rajkot is located in the south-west region of Gujarat. 385 million eggs and 2. 68. Morbi. the Gujarat produced 6. which is linked with exchanges in Mumbai. primarily concerned with milk production. during the year 2002–03. Among livestock raised are buffalo and other cattle. Kolkata & New Delhi.71 million kg of wool. Gujarat also contributes inputs to industries like textiles. Business Management. The district has 14 talukas of which the major talukas are Rajkot. Animal husbandry and dairying have played a vital role in the rural economy of Gujarat. Junagadh 18 .5. and Gram. JAU.
chikoo. 30. Junagadh 19 .000 million Indian agrochemical markets are run primarily by nearly 80 players in organized sector. 4.81 lakh MT of spices. and pest attack. India is currently the largest manufacturer of pesticides and the second largest producer of agrochemicals in Asia. Out of 145 pesticides registered in India. The domestic pesticide industry is highly seasonal in nature and the demand for pesticides is skewed towards Kharif season (July – November).73 lakh MT of production in 2006-07 contributing 22% to the total production of onions in the State. JAU. Main fruits include mango. 1.Metric Tonnes (MT) of fruits. Chapter 2. Rajkot is the second largest producer of spices contributing 13% to total production in the State. Business Management. 85 technical grades are locally produced.09 lakh MT of vegetables and 0. pesticides nearly 20 per cent and herbicides about 15 per cent to the pesticides market. Rajkot is the second largest producer of onions in Gujarat state with 2. Market of pesticides may be divided into three main segments viz. insecticides. The Rs. citrus & papaya. In India insecticides contributes about 65 per cent. Bulk of the consumption in the domestic market is of insecticides followed by pesticides and herbicides. Pesticides help to reduce crop losses by controlling diseases and insects and thereby increase revenue for farmers. crop yield. Per hectare consumption of pesticides in India is low and usage is limited to few crops like cotton and rice leaving of so many other crops bereft from the benefits of pesticides. Garlic and cumin are main spice crops in the district with 27% share to the total production.. Pesticides play a significant role in enhancing agricultural productivity. The domestic market depends on multiple factors like monsoon.6 Importance of proposed investigation India is predominantly an agricultural economy. Review of Literature Post Graduate Institute of Agri. This study will help to know the efficacy of Tata TORAN pesticides in different crops against different type of sucking pest. herbicides and pesticides. Company is looking to serve the mass farmers segment by introducing broad spectrum pesticide which also has positive effect on plant growth.
Post Graduate Institute of Agri.The comprehensive review of literature is an essential part of any marketing investigation. Availability of moisture is prerequisite for activation of pre-emergence herbicides. JAU. Business Management. Junagadh 20 . Bhakar (2003) in his report on estimation of the total market potential of agrochemicals for cotton & vegetables and farmers’ awareness about “Bt” in Ferozepur district stated that broad spectrum herbicides and pesticides are important to capture good market share. an attempt has been made to present brief and lucid details of the available literature in relation to the present study. dealers. newspapers and agriculture department. Topno (2005) described that pre plant incorporation enables the farmer to take sowing as well as spraying at one time which saves labour cost and farmer can encash availability of moisture in soil. company literatures and magazines. Palsania (2006) in a study entitled “Status and Strategy for Marketing of Plant Protection Material for Soybean Crop in Light of Supporting Agencies in Kota and Bundi Districts of Rajasthan’’ revealed that field staff is the most effective source of information amongst farmers followed by farmer’s meeting. The main brands of weedicides were Pursuit and Whip Super in both the districts. Kumar (2006) in his research entitled “Estimation of market potential and promotion of hybrid paddy in Jashpur district of Chhattisgarh” stated that majority of farmers perceived company people as best media for getting information and few gave the preference to agricultural meetings. As such. Pandey (2009) studied the sales promotional tools and farmers awareness about non selective herbicide brand “Popular” in Kapurthala district of Punjab and revealed that farmer meeting is the prerequisite tool that can motivate the farmers to use Popular.
Distributors Dealers/ Retailers Farmers Name of Actor in Marketing 1 2 3 Distributor Retailer Farmer Purposive Simple Random Sampling Stratified Sampling. perception of distributors. Junagadh 21 .1 Collection of Data: Data required for the accomplishment of objectives regarding diseases and control measures. Sources of Primary Data Primary data regarding the study will be collected from the following three categories of respondents: • • • Sr. sales promotional activities and Government’s role in promoting the same will be obtained from • • • • Literature pertaining to research work done and promotional activities undertaken in the area Literature available with company Department of Agriculture of State Government Internet Sampling Technique 3.Chapter 3. pesticide industry. Business Management. will be collected through primary and secondary data sources. and promotional schemes. JAU.2 Sampling Size Post Graduate Institute of Agri. dealers and farmers. (15-20 Farmers from each village) Sources of Secondary Data Secondary data regarding the crop acreage. pesticide use. Project Methodology 3.
Government departments. The project will be carried out to fulfil the specified objectives of the study.3 Sampling Procedure Out of 14 Talluka of Rajkot District where company has introduced TORAN Pesticide I have given Gondal talluka.Number of Village 50 Farmer 750 Retailer 30 Dealer 1 3. major diseases and their control measures Post Graduate Institute of Agri. web portals and literature available from other sources etc. Business Management. sampling survey will be done in the selected villages (50) of Gondal talluka. 3. Objective-1: To study cropping pattern. The study will be supported by both primary and secondary data collected through personal interview from dealers.6 Analysis of Data: For the analysis of data. For farmers.4 Research Instruments Personal interview both open ended and closed ended questions will be used as the main research instrument. Junagadh 22 . JAU. Secondary data will be collected from company database. suitable research techniques and statistical tools will be applied. From these villages at least one retailer who have purchased and liquidate TORAN Pesticide will be interviewed. Personal interview of Retailers and farmers will be conducted separately. From each village 15-20 farmers will be interviewed by using purposive sampling which will be based on potential of area. 3. I will be covered 50 villages of gondal talluka. retailer and farmers who will have used TORAN Pesticide in their crop with other potential farmer who may use the same in different villages of Gondal (Rajkot).
the detailed analysis of the major Pesticide brands. Junagadh 23 . Retailer and farmers about 'TORAN' Insecticide in comparison to its major competitors Under this objective. Objective-3: To assess the market potential of 'TORAN' in Gondal talluka Based on the crop acreage where TORAN has been used or can be used and the response of farmer among different crop segments. It will show market share of leading players in total market size of Pesticide in different regions of Gujarat.Study of cropping pattern and area under different crops in all the selected villages of Gondal Talluka will be done by using secondary data. price. based on their potential in particular talluka will be done to know the perception of respondent regarding awareness. considering the crop segment and organisation. potential of TORAN pesticide will be calculated for Gujarat Market potential = Projected area under the specific crop under study (acre) X The recommended dose of TORAN per acre Objective-4: To formulate promotional strategy for Rallis India Ltd. place. Post Graduate Institute of Agri. To study the details of crops with respect to major diseases and their control measures farmers will be interviewed. This strategy will be focused on the different attributes of successful pesticide liked by the stakeholders in the market and how the organization should go with the marketing mix to develop the newly introduced product for increasing the market size. From the findings of the above mentioned objectives a suitable promotional strategy will be formulated for TORAN business in the study area. cost. Likert’s five point scale will be used to assess the result and future perspective keeping in mind the basis of market mix (product. Business Management. Objective-2: To study the perception of Dealers. disease control. JAU. etc for TORAN and its major competitors. promotion).
1. major diseases infestation and their control measure. JAU. Findings and Analysis Objective-1: To study cropping pattern.Nut 1000 3000 Cumin 1000 10000 0 Wheat 100000 50000 1000 50000 30000 50000 281000 5000 85000 20000 Maize 50000 10000 Table4. Table 4. major diseases and their control measures For studying the cropping pattern. pie charts and bar graphs analysis techniques. disease infestation and their control measure.2 District Wise area (in ha) under different district (Rajkot ASO) Other District Bhavanagar Junagarh Amreli Rajkot Jamnagar Cotton 400000 50000 300000 600000 300000 Chilli G.Chapter4. response of farmers regarding cropping pattern.1.Data collected were tabulated and analyzed through tabular. Business Management.1 District Wise area (in ha) under different district (Ahmedabad ASO) District Ahmadabad Mehsana Surat Varodara Bhuj Surendranagar Total 243600 Paddy 220000 6000 200000 30000 Cotton 180000 150000 1000 250000 150000 200000 931000 27000 63000 5000 Chilli 1000 1000 5000 10000 10000 250000 50000 304000 50000 20000 0 35100 0 Potato 20000 40000 3000 Tomato 2000 3000 G. Data on area under different crops for the year 2008-09 were collected from secondary source . has taken from the selected districts. Junagadh 24 .Nut 1000 0 1000 1000 50000 100000 0 300000 200000 300000 Cumin 3000 40000 30000 200000 0 200000 Wheat 25000 50000 50000 50000 100000 Brinjal 2000 2000 5000 20000 10000 Mango vegetable 10000 50000 20000 Post Graduate Institute of Agri.
Table4.Nut 2154000 Tomato Tobacco Sesamum 5000 50000 25000 Fig 4.followed by Bhavnagar(18%) and Amreli.99 460.1. Junagadh 25 .1.834 1 Groundnut 2 Til Post Graduate Institute of Agri. It has shown that total area of under Cotton in Gujarat is 25. JAU.42 254.01 Production in hectare 1839.165000 Total 0 1200 0 185000 0 473000 0 275000 9000 30000 80000 Total acreage (in ha) of different crops in Gujarat Crop Area Paddy 456000 Cotton 258100 0 Chilli 39000 Potato 63000 Cumin 824000 0 G.1 illustrate the major Cotton growing districts of Gujarat with their respective percentage share in total Cotton acreage in state.1 Percentage of Cotton Acreage in Different District of Gujarat Graph 4.no CROP Growing Area(00 ha) 3013.3 Areas and Production of different crop in Rajkot district(2009-10) s.1.8 Lakh ha out of which highest area under Cotton is in Rajkot(23%). Business Management.
no CROP 1 2 5 6 7 8 9 Groundnut Til Cotton Mag Udad Chodi Tuver Growing Area(ha) 41000 16 44000 4.39 1433. These two crops covers around 70 percent of total areas of rajkot district.3 Show that the area of sowing of cotton in the rajkot district is maximun as compared to other crops(310693 ha).96 776.82 24764.64 4. Table4.40 4581.1.42 141.19 252.38 160.8 8 3.39 132.08 66.20 6.10 3156.58 889.3 Castor 4 Bajra 5 Cotton 6 Mag 7 Udad 8 Chodi 9 Tuver 10 Wheat 11 Chana 12 Geera 13 Garlic 14 Onion 15 Summer groundnut 127.45 5. Junagadh 26 .38 38.51 2057.00 Table 4.48 508.7 1502.93 41. JAU.4 Areas and Production of different crop in Gondal Talluka(2009-10) s.35 3963.80 2405.6 89620 Production in hectare(Kg) 2350 525 2200 1050 800 525 1875 10 Other Total Post Graduate Institute of Agri.57 123.02 1085.18 1588.14 457.56 3016. The second most sowing crop is groundnut that cover around 301342 ha areas.1.99 5942. Business Management.
JAU.chodi. mug udad. Business Management.1. Only 5% areas are cover with other crops like til.N o.2 Percentage of different crop Acreage in Gondal Talluka Fig.4.2 shows that different crop production in gondal talluka. Production and yield of Talluka of Rajkot district (2009-10) S.5 Area. Table4. tuver etc.1.1. Cotton account 49% of total areas and groundnut account 46% of total areas.Fig. there are two major crops – cotton and groundnut are cultivated in gondal talluka.4. Junagadh 27 . 1 2 3 4 5 6 7 8 9 Rajkot Paddhari Jasdan Morbi Maniya Vankaner Tankara Upleta Doraji Name of Talluka Sowing area(ha) 24343 12100 31500 20360 12180 34500 24840 13500 19850 Production(MT Yield(Kg/ha) ) 51141 24200 50400 26468 23398 86250 54648 33750 59550 2100 2000 1600 1300 1100 2500 2200 2500 3000 COTTON in different Post Graduate Institute of Agri.
There are 14 talluka in rajkot district . after that vankaner have second rank with 11% share and jadson have third rank with 10% share.3 Percentage of Cotton Acreage in Different Talluka of Rajkot Fig 4. jetpur.1. paddhari and morbi with 7% share in cotton production.3 shows that percentage of cotton sowing in different talluka of rajkot district. Junagadh 28 .tankara with 8% share . Other than this major cotton growing areas are rajkot. Business Management. out of these gondal talluka have first rank with15% share .1. doraji .14 Fig 4. Post Graduate Institute of Agri.10 11 12 13 14 Jetpur Jamkandoran Gondal Kotda sangani Lodika Total 25000 18000 44000 14500 7010 301693 62500 34200 96800 28000 13319 645624 2500 1900 2200 2000 1900 2057. JAU.
White fly and Thrips .1. JAU. After that jassid also affect the cotton crops. The population of sucking pest is decreasing after the 1st and 2nd week of September.1.1. Population of sucking pest is maximum in 2nd week of August.5 Response of farmer regarding important Sucking Pest of Cotton Post Graduate Institute of Agri.4 Population Fluctuation of Sucking Pest in Cotton Fig 4.Fig 4. Sucking pest attack is maximum in this period due to higher vegitive growth of crop and favourable temprature for the growth of sucking pest. Junagadh 29 . both the most damaging insect of cotton. Business Management.2 shows that comparative attack of sucking insect pest in cotton during different month of their growth. Fig 4. Aphid is another damaging sucking pest which attack on cotton after october.
of Villages regarding TORAN in Gondal Talluka From the fig 4.From the Fig 4. Charkhadi. While 30%.3 it is observed that out of 750 farmers. growing Cotton interviewed in different villages of Gondal talluka. 12% villages know about product but they not used product in their field. Thrips and Jassid. JAU. Junagadh 30 .1. dealers and farmers about 'TORAN' in comparison to its major competitors first rank Fig 4.2. 15%.50%and 35% farmers in Gondal talluka has given respectively for Whitefly. Shrinathgadh. Gomta. Objective-2: To study the perception of distributors. 10% village where product is used but not get good result.1 No. only 6% village where farmer heard about product from someone and 60% of village unaware about product. Thrips and Jassid. Similarly.1 it is observed that out of the 50(sample) villages in gondal talluka. Patidar. Business Management. Thrips and Jassid. Gundala. 32% and 30% farmers in Gondal talluka have given Second rank respectively for Whitefly. Post Graduate Institute of Agri. Devchadi. 12% village fully satisfied with product i. 18% and 35% in Gondal talluka has given Third rank respectively for Whitefly. 55%.2. Rajkot(Gujarat).e.
their effect and advantage. because there are no any TFA in Gondal talluka.2. 15% farmer are know about product but not used the product.2 illustrate the opinion of farmers regarding effect of TORAN in Gondal Talluka . 12% farmer are Heared by some one about product and 58% farmer are not aware about product. Business Management. out of 750 farmers.6% farmer are not fully satisfied. 8% farmer are fully satisfied .2 Opinion of Farmers Regarding Knowledge of TORAN in Gondal Talluka Fig 4. who provide such type of information to the farmer. Post Graduate Institute of Agri.2.Fig 4. Junagadh 31 . JAU. Now we can analyse that in most of the villages percentage of farmer who has not aware about the TORAN product.
Business Management.5 11. We can analyse that more that 85% farmers use any Insecticide only after they observe any disease occurance either in their field or in neighbor field. Junagadh 32 .3 Farmer View Regarding Pesticide use Fig4.3 illustrate that 42 % of interviewed farmer used any insecticide after occurrence of insect in field. JAU. 27% farmer used insecticide in their own field when see in neighbor field.5 Post Graduate Institute of Agri.10 350 11. Objective-3: To assess the market potential of 'TORAN' in Gondal talluka Crop Net Average Pesticide Use Gross ofAcreage Target(% acreage cover) Dose(ml/acre) Volume(K L) Acreage(ac) No Cotto n Total 110000 3 330000 0. 18% farmers are sprayed insecticide irrespective of disease occurrence and only 13% farmers used insecticide before occurrence of insect in their field.Fig 4.2.2.
If Company can develop TORAN in Gujarat for crop like Rice. 4. Only cotton have been taken as main crops because in this crops TORAN has been used and has accepted by farmer in different parts of Gujarat. Market potential = Projected area under the specific crop under study (acre) X The recommended dose of TORAN per acre If we consider 350 ml as recommended dose for all these crops.3. Objective-4: To formulate promotional strategy for Rallis India Ltd.Fig 4. Groundnut and sugarcane and vegetable crops. In other part of Gujrat and out of Gujrat TORAN has been used in different crops and deliver very good result.1 represents that area in Gondal under cotton is 44000 ha (110000 ac). a total of 11. where either product need to be make a clear difference in farmers mind. Junagadh 33 .5 kL TORAN can be market and liquidate in Gondal in this season. JAU. sugarcane. Considering the response of farmer.3. Considering the no of pesticide use gross acreage has been calculated by multiplying net area into no of pesticide use. a big volume can be generated.1 Field Activity Post Graduate Institute of Agri. for cotton 10% of gross acreage has set up as target . The average no of pesticide use for Cotton is 3. Though it also has been used in other crop like Rice. In Andhrapradesh and West Bengal TORAN has been used in Rice and deliver very good result with respect to sucking pest.1 Focus crops and Potential for TORAN pesticide Fig4. Business Management.
4. JAU.1.4Campaigning by “JHAKDA” Jhakda is the most frequently/common used vehicle by farmer in most of the district surveyed.1.2Prerna Programme Farmer from the part of different district where TORAN has not used.2 Scheme To recognize the farmers who have used TORAN. Before starting the season for each focus crop 4S campaigning should be formulate and implement strategically. initially 7-10 progressive farmer will be selected to tell about the product. Business Management. which can use for promotion of product since it move very frequently in villages and will serve as multi location posturing tools. followed by demo. have used TORAN in a certain quantity (500 ml or more) can be identified and recognized in meeting. 4.1. Big farmer meeting with a motive to multiply the positive feedback In each new village where TORAN has not introduced. Junagadh 34 . should visited to the district/market pocket where TORAN has used and deliver very good result under the Prerna programme 4. 4.1 Farmer meeting Progressive farmers. following sales promotion scheme should launched in Gujarat- Post Graduate Institute of Agri.1.3Jeep Campaigning: 4 S campaigning in beginning of Season The company also has a unique marketing programme called 4S (Sampark-Sambandh-Samruddhi-Santushti) which means building relationships through information and service.4.
Post Graduate Institute of Agri.5 TORAN testimonial DVD preparation and its distribution to SS/PD and progressive farmers.4 Farmer fair For making the product and its feature aware among farmers. 4. Business Management. to cater big farmers If purchased 0.3 Cable add: e TV and other local channel As for the other product launch. can go for something else to cater small farmers 4. company participation should make necessary in different farmers fair where TORAN testimonial can be shown to mass of farmers 4. JAU.and distributers so that they came to know the farmer response of farmer of different districts which will give them a clear picture about the product performance. company must prepare a good advertisement of TORAN and should telecast it on local TV channels.5 lt.1lt can offer plastic bucket of 5lt which will be having detail of Product features etc.. TORAN video testimonial has been made and a DVD has prepared. The DVD of the TORAN testimonial will be distribute to all Sales officers . Junagadh 35 . If purchased.
Company should arrange the field experts visit at dealers shop as well as farmer’s field at regular interval. Post Graduate Institute of Agri. free sampling. gifts etc.g. trade show. Lack of TFA in Gondal talluka due to this the farmer not get the proper information about the new product. Business Management. rate of advance booking. it can be suggested that TORAN has delivered very good result in Paddy and cotton in West Bengal. farmer meeting etc. free distribution of leaflets. advertisement in local newspaper. To increase the marketing activities at frequently basis e. field demonstration. Company should also enhance the cash discount. Company should improve their supply chain system by providing timely delivery to their dealers. Using the same strategy it should be develop in Gujarat. Conclusion and Recommendations Based on the above study. JAU. Company should motivate the channel member by giving them incentives to dealers and promotion to sales executives. strength and weakness of its competitor other pesticide company.Chapter 5. Road show. Company should continue focus on the strategy. Junagadh 36 . Andhrapredesh and Karnataka. Company should take care while making new dealers. liberal credit policy and profit margin to their distributors. TORAN should recommend for only focused crop with specific to sucking pest only after consulting with R&D department. Company should also provide the promotional offer to the farmers in different season like free coupon. TV.
I) Location: Although the products are available easily. ii) Sales force: the sales force/field staff must have the technical knowledge and product specific features as well as in concerning areas so that they can easily empathize with the farmers.Distribution channel of RIL is strongest among industry but product must be making available for ensuring better liquidation.SUITABLE MARKETING MIX The TORAN is a very good pesticide and had delivered good result with respect to sucking pest control and yield increment. Post Graduate Institute of Agri. live demo and question answer session. This will create faith among the farmers about the company. I) Advertising: the product should be advertised in villages at late evening by film shows followed by literature distribution.there is strong need for the repetitive promotion of the product and communicating the farmers about the product benefits for establishing it as a brand and making it a top of the mind product. Product. JAU. PROMOTION. at farmer and retailers level. pre placing of product should be insuring.The quality of the product is excellent but there is some suggestion regarding after sale services. Avoiding this type of situations. Following marketing mix is suggested according to the study.At initial phase the company has to focus on dealers/ distributors margins. Advertisements could be show on TV. Junagadh 37 . Business Management. But in some surveyed areas product reached when season was almost close. After Sales Services: the company should give focus on after sales services both at farmer and dealer level. PLACE. PRICE. regional movies & songs because the target farmers like to watch the regional movies & songs.
Contact them through individually. Advertising) Consumer (Farmer) Company/producer marketing activities Suggested Strategy) Promotion Strategy (Push- Pull Product (company ) Demand Dealer and Distributo r Deman d Consumer (Farmer) Post Graduate Institute of Agri. milk collection centers. Junagadh 38 . iv) Public relation: The TFA/FA must develop the database of the farmers with the help of the dealers/ distributor. Identify their problem regarding the TORAN result in different crops so that product can develop in other crops also. Rallis Promotion Strategy (Pull Strategy) Product marketing Activities (personal Product (company ) Retailer marketing Activities(personal Dealer and Distributo r awareness& trade ) Selling.iii) Promotion: posters and display should be pasted on the village Panchayat Bhavan. streets. JAU. pan shops and dealers shop preceded by farmer meetings. jhanjghar. phone or dealers. Business Management.
JAU. Phillip. Fifth edition.Increase network relation Company/producer. marketing activities (consumer advertising.Marketing Management.Rajkot district office – agriculture department Post Graduate Institute of Agri. Naresh. New Delhi: Pearson Education 3. sales promotion) References 1.2003.in(Date Accessed 5th September 2010) 5. www.nic. Kotler. and Dorling Kindersley Publishing Inc.K Malhotra. Inc.gov.mapsofindia.2003.com (Date Accessed 5th September ‟2010) 4. www. 2. New Delhi: Pearson Education. Business Management. Junagadh 39 .12th edition.Marketing Research-and applied orientations.
Junagadh 40 . Business Management.Post Graduate Institute of Agri. JAU.
This action might not be possible to undo. Are you sure you want to continue?
We've moved you to where you read on your other device.
Get the full title to continue listening from where you left off, or restart the preview.