Dr.

RAJENDRA PRASAD CENTRAL AGRICULTURAL UNIVERSITY

(SCHOOL OF AGRI BUSINESS & RURAL MANAGEMENT)

SUMMER INTERNSHIP
REPORT TOPIC:
“Market Analysis and product promotion of
Insecticide (India) Ltd (IIL) for Tomato Crop in
Buxar district of Bihar”
Presented By:

Rahul Raj

Roll No:2208201009
 Field Day

45 Days with IIL (CA)

Farmers Demo
&Trails
Meeting
RR
Tomato
Campaign
Promotional Follow-up
Activities

Sales
 INTRODUCTION
Promotional activities tools that can persuade consumers and change the behaviour of
the consumers
• Improves communication with clients.
• build trust between the brand and its customers
• Major promotional tools or promotional mixes are the followings
➢ Personal selling
➢ Direct marketing
➢ Advertising
➢ Sales promotion
➢ Public relation
COMPANY PROFILE

Basic Information

Name of the company Insecticide (India) Ltd

Year of the establishment 2001
Head office Delhi
CEO Hari Chand Aggarwal
Managing Director Rajesh Aggarwal

Industry Agri-input(Agrochemicals)
Website www.insecticidesindia.com

Source:www.insecticidesindia.com
Our dream is to contribute in a big way
towards rebuilding our mother Earth.
We intend to make our mother Earth a
greener and cleaner place through our work
and our innovative product portfolio that
will become the first choice for all farmers
worldwide. MISSION
Our purpose, what we are
We work towards making
VISION: agriculture sustainable and
profitable for our farmers, by using
simple and effective technologies
to ensure food security for all.
Engaged in manufacturing & marketing of crop-protection products

Four Product Categories: Insecticides, Herbicides, Fungicides,

Biologicals and Plant Growth Regulator

60000+ Retail Outlets, 5000+ Distributors

State-of-the-art manufacturing facilities in Chopanki (Rajasthan), Samba &Udhampur

(J&K) and Dahej (Gujrat) & 4 R&D Centers

16 Registration Approved under 8(3)

Annual Turnover is INR142023 Cr. In FY 2021

Popular name: Tractor Brand

Focused products of
RR Tomato Campaign
Product Detail: SHINWA
Technical Name: Fluxamide 10% EC
Category Type: Insecticide
Features:
•Novel insecticide to control of
lepidopteran,
Thrips, Leaf Minor and other
Sucking Pest.
•Effective in high & low temperature
and rain
Dosage:160 ml/Acre or 1ml/lit of water
Product Detail: IZUKI
Technical Name: Thifluzamide 26% +
Kasugamycin 6% SC
Category Type: Fungicide
Features:
•Systematic Fungicide+ Bactericide
•Can be used at pre-emergence and
early stage of disease
•Effectively rain fastness
Dosage: 160 ml/Acre or 1ml/lit of water
Product Detail: Cheprone
Technical Name: Sodium Para-Nitrophenol 0.3%SL
Category Type: PGR
Features:
•Improves flowering & fruiting
•Increases Photosynthesis and uptake of minerals
•Speeds up cytoplasmic streaming and transport in
cells
•Enhances fertilisation and seed-setting
•Resistance to fungus and various stress
Dosage: 40 ml/15 lit water
Product Detail: AgroSpread Max
Technical Name: Silicon based super
spreader
Category Type: bio-Product
Features: Increases efficiency of Agro-
chemicals
Dosage: 5ml/15lit water
TOMATO (Solanum Lycopersicon/ Lyocopersicon Esculentum)
Family: Solanaceae INSECTS OF DEASES OF
TOMATO TOMATO
Chromosome No: 2n=24 a. Tomato fruit a. Early blight
Origin- South America borer
b. Late blight
b. Vegetable
Use: Protective Food
leaf miner

c. Aphids
Production of India: 187.36 Lakh
8% of total world Production d. whitefly

e. Stink bug
Growing Season:
Kharif(June – Sep), Rabi(Oct-Feb) f. thrips

(Source: FAOSTAT)
 Customer’s Buying
behaviour decision

Proper Sale
NEED OF STUDY promotio
nal mixes Of IIL

Challenge
Future
social, Scope for
psychology company
or culture
 Questionaire
1. Name : e. Farmers meeting g) Campaigns
2. Age: f. Print media h) Discounts
3. Educational qualification 10. Which one of the following features help in
i) Coupon/ offers
4. Land holding convincing farmers to buy the agrochemicals?
5. Do you know Insecticide India Ltd (%)? a. Free Sample 13. Various motivational factors for the farmers to adopt agro-
Yes/No b. Free gifts chemicals
6. How do know Insecticide India Ltd (IIL)? c. Field Demonstration a. Resistance to pest and diseases
a. Fellow farmers d. Quality
b. Quality of tomato
b. Company Representative e. Dealer/Retailer influence
c. Dealer/Retailer c. Dealer advice
11. Have you switched to any brand in past? Yes/No
7. Do you use Insecticide India Ltd (IIL)? d. Brand name
*If yes, reason for switching the brand?
Yes/No
a. Price of current brand e. Demonstrations
If yes why? Reason for choosing
b. Unable to product desire result f. Company promotional activity
Insecticide India Ltd (IIL) products
c. Less efficient
a. Quality Purpose g. Neighbor farmers’ opinion
d. Unavailability
b. Effective control
e. Impact of packing
c. Easily available
f. Schemes of the Brand
d. Prices
g. Advertisement
8. Who has influenced you to choose the particular brand?
h. Influence by others.
a. Dealer
12. Various motivational factors for the farmers to adopt agro-
b. Advertisement
chemicals
c. Fellow farmers
d. Company Representative a) Demonstrations
e. Own decision b) Offering free samples(seeds)
9. According to you, which mode of promotion is better in
c) Farmer meetings
creating impact on farmers?
a. Instore display d) Word of mouth
b. Banners e) Wall paintings/posters/pamphlets
c. Individual Approach
f) Media (newspapers, radio, television
d. Field Demonstration
RESEARCH METHODOLOGY
 OBJECTIVES

➢Farmers’ perception regarding sales promotional activities

taken up by the Agro-Chemical companies

➢Various motivational factors for the farmers to adopt

Agro-Chemicals.

➢Attitudes of farmers towards Insecticide India ltd products

in Hazaribagh and Ramgarh district of Jharkhand.
 Badkagaown
Sampling plan Purposive Sampling Churchu
17 Hazaribagh
Katkamdaag
50
Katkamsandi

Hazaribagh District

Jharkhand state

Ramgarh
Ramgarh District
Dulmi
Chitarpur
50
Gola

Total=100
 ANALYSIS OF THE DATA:

•Statistical tools
•(%, Total, Average

Data
Tabulated Analyze • MS Excel. (Graphs
Collection
used: Pie charts, Bar
graphs and Radar
graphs)
• Primary
Data
• Secondary
Data
 LIMITATIONS OF THE STUDY:

• Most of the data were on the basis of farmers memory or

verbal reports as they didn’t keep any records.

• Collection of the data was very difficult as farmers hesitate to

give the correct data or they provided either they gave
estimated data

• Some farmers were not cooperative because in past they were

been cheated by some companies.
 SOCIO-ECONOMIC CHARACTERISTICS OF THE FARMERS
Age profile of the farmers
Educational qualification of farmers
5% 3%
28% 22% 10%

39%
19%

45%
28%

Below 30 Year's 31-40 Year's

41-50 Year's Above 50 Year's Illiterate Primary Secondary Higher secondary Degree/PG

Educational No of respondent %
Age No. of % Qualification farmers
Profile farmers Illiterate 39 39%
<30 years 5 5% Primary 28 28%
31-40 22 22% Secondary 19 19%
41-50 45 45% Higher secondary 10 10%
>50 28 28% Degree/PG 3 3%
Total 100 100% Total 100 100
 land holdings No of farmers percentage of
respondent
Land holding size of the respondent farmers
farmers
28 28%
7%
9% 28% Marginal(<1ha)
13%
Small (1-2ha) 45 43%

43% Semi-Medium (2- 13 13%

4ha)
Medium (4-10 9 9%
ha)
Marginal(<1ha) Small (1-2ha) Semi-Medium (2-4ha)
Medium (4-10 ha) Large (>10ha)
Large (>10ha 7 7%

Total 100 1005

 OBJECTIVE: 1
FARMERS’ PERCEPTION REGARDING SALES
PROMOTIONAL ACTIVITIES TAKEN UP BY THE
AGRO-CHEMICALS COMPANIES
 TOOLS GARRET GARRET
23 SCORE RANK FARMERS’ PERCEPTION REGARDING SALES
PROMOTIONAL ACTIVITIES TAKEN UP BY THE COMPANIES

DEMONSTRATIONS 73.4 I
OFFERING FREE 73.1 II Discounts
SAMPLES(SEEDS) coupon/ offers 63
FARMER MEETINGS 71.4 III Campaigns
64.3
WORD OF MOUTH 68.9 IV Media (Newspapers, Radio, Television)
65.3

WALL 68.7 V Wall paintings/posters/pamphlets

68.7
PAINTINGS/POSTERS/P
AMPHLETS Word of mouth
68.9
MEDIA (NEWSPAPERS, 65.3 VI
RADIO, TELEVISION) Farmer meetings
71.4

Offering free samples

73.1
CAMPAIGNS 64.3 VII
Demonstrations
73.4
DISCOUNTS 63 VIII 56 58 60 62 64 66 68 70 72 74 76
COUPON/ OFFERS Garret score
 OBJECTIVE: 2
VARIOUS MOTIVATIONAL FACTORS FOR THE
FARMERS TO ADOPT AGRO-CHEMICALS
 REASON FOR PURCHASING OF AGRO-CHEMICAL PRODUCTS

45
40
40
No. of Respondent Farmers

35

30

25
24
20 18
15
15

10

5 3
0

Dealer influence Demonstrations Fellow farmers Company brand Advertisement

 VARIOUS MOTIVATIONAL FACTORS FOR THE FARMERS TO ADOPT AGRO-CHEMICALS

FACTORS GARRET GARRET RANK Various motivational factors for the farmers to adopt
SCORE IIL.

RESISTANCE TO PEST 79.73 I NEIGHBOUR FARMERS’

AND DISEASES OPINION 68.9
QUALITY OF TOMATO 78.95 II COMPANY PROMOTIONAL
ACTIVITY 71.08
DEALER ADVICE 75.58 III
DEMONSTRATIONS
71.77
BRAND NAME 73.19 IV
BRAND NAME
73.19

DEMONSTRATIONS 71.77 V DEALER ADVICE

75.58

COMPANY 71.08 VI QUALITY OF TOMATO

78.95
PROMOTIONAL
RESISTANCE TO PEST
ACTIVITY AND DISEASES 79.73
NEIGHBOUR FARMERS’ 68.90 VII
60 65 70 75 80 85
OPINION
Garret score
 OBJECTIVE: 3
ATTITUDES OF FARMERS TOWARDS INSECTICIDE
INDIA Ltd PRODUCTS IN HAZARIBAGH DISTRICT OF
JHARKHAND
 Awareness about Insecticide India Ltd company.
How do know Insecticide India Ltd (IIL)?
Do you know Insecticide India
Ltd (IIL)?
Dealer 12
S. N Buxar
Advertisement 12
Yes 65
Fellow farmers 24
No 35
Total 100 Company Representative 10

Farmers 42
Buxar meeting/Demonstration

No
35%

Yes
65%
Do you use Insecticide India Ltd (IIL) product?
Who had influenced you to
Yes/No
choose the particular brand
If yes why?
10 Dealer
25
30 20
15
25 45 own 10
Advertis
70 decision 5
ement Hazaribagh
0
Ramgarh

yes no 20
Compan Fellow
y… farmers
Quality Purpose Effective control
Easily available Prices
Buxar
Dealer 22
Reason Advertisement 2
Quality Purpose 20 Fellow farmers 10
Easily Available 45 Company Representative 13

Effective Control 10 own decision 8

Prices 10 Total 50

Total 100
 FINDINGS:

➢Demonstration and farmers meeting is best

solution.
➢Resistance + Quality+ Dealer= Great role
➢For company: less strong marketing network brand
loyalty is low.
 CONCLUSION
➢Information- dealers,
➢Promotion activities-filed demonstrations
➢The product should work efficiently.
➢Whatever is communicated to farmers it should be
seen so that he/she can trust the product also the
company.
 Increase the sales force
Target Progressive farmers along
products should be made with small and marginal farmers
available before the season
starts for sowing Name of the product

Regular farmers meeting

and Road shows
free demonstration
Free gifts
Receive farmers feedbacks

SUGGESTIONS
 PHOTOS

PLANNING THE ROAD MAP PRODUCT PROMOTION DEMONSTRATION FEEDBACK COLLECTION

THANK YOU……..