SUMMER TRAINING PROJECT REPORT

ON

STRATEGIES FOR INCREASING ANKUR COTTON MARKET SHARE

IN NANDED DISTRICT

AT

M/S ANKUR SEEDS PRIVATE LIMITED

NAGPUR(M.S.)

In Partial Requirement of the award of

Master’s Degree In M.B.A.

SESSION 2010-11

Submitted to: Submitted to:

Mr.Jayant Honrao, Mr.Anirudh Bodhankar,

Country Head ( Marketing ) T& P, Head, DAIMSR,

Ankur Seeds Pvt Ltd, Nagpur Deekshabhoomi, Nagpur

Submitted by,

Mr.Amol Gore.

( MBA Agri-Business )

CONTENTS

ACKNOWLEDGEMENT DECLARATION PREFACE OBJECTIVES COMPANY PROFILE PRODUCT PROFILE STRUCTURE OF SALES DEPARTMENT DISTRIBUTION SYSTEM SALES PROMOTION RESEARCH METHODOLOGY ANALYSIS FINDING RECOMMENDATION CONCLUSION QUESTIONNAIRE BIBLIOGRAPHY

ACKNOWLEGEMENT

It gives me great pleasure to express my gratitude to Mr.JAYANT .D.HONRAO, Country-Head, ANKURS SEEDS Pvt Ltd. My guide Who provided me constructive and a positive feedback during the Preparation of this summer project. This golden opportunity has enabled me to understand the real life experience in the field of Agriculture Specialization.

I am indebted to MR. ANIRUDH BODHANKAR, Training and placement incharge of institute DR.AMBEDKAR INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH,NAGPUR and others teaching staff and non-staff who were always there When ever I needed any help and without them and their co-operation.Completion of this summer project work would have been inevitable and their presence behind me is totally indispensable.

Last but not the least .I convey my hearty thanks to all who directly supported me.

Mr.Amol Gore

MBA ( Agri-Business)

DAIMSR, Nagpur

DECLARATION

I hereby declare that project report in Ankur Seeds Pvt.Ltd, Nagpur(M.S.) has been prepared by me during 2010 in partial fulfillment of the requirement of the M.B.A.(Agri-business) from D.A.I.M.S.R . ( Nagpur University).

I also hereby declare that this project is result of my own efforts and is guided by the country head of Ankur Seeds MR. Jayant D. Honrao and not been submitted else where for the award of my degree.

Date:

Mr. Amol Gore

MBA (Agri- Business)

DAIMSR, Nagpur

PREFACE

India is primarily an agriculture country. The soul of India found in the Villages . In the recent years India has witnessed a rapid economic and technological growth but this growth has been restricted to urban areas and Business centres only. There fact is that our villages still depend on the old-age methods of farming.

At the present time Cotton is the main cash crops of India and plays the major role in Indian economy. Because cotton is the main cash crop of india and so many varieties are in the market but which quality found in the Ankur Seeds that is much different from others varieties . so we can say that every farmers aware to the Ankur seed of Cotton.

OBJECTIVES

Study of actual market size of research and hybrid Cotton.

Study of competitors analysis(5 major players)by volume in focused districts keeping in view 4 P of marketing.

Study of prouct requirement for research and Cotton crop and Provide wish list of attributes required by market.

To recommend the marketing strateties for impoving market share in focus crops.

INTRODUCTION OF TOPIC:

India is primarily an agriculture country the soul of India is found in the village in the recent years India has witnessed a rapid economic and technology growth, but information this growth has en restricted to Urban areas and business centre only there fact is that our village still depend on the old age method forming.

Cotton is the main cotton crop of India, nowadays take the many Company hybrid and research varieties but Ankur Seeds Pvt. Ltd. take the more than more production research and hybrid varieties.

Early varieties such as Ankur Akka, Ankur jai, Ankur 651 this is research Varieties of short duration having good growth habbit and boll size is large .Hybrid varieties Ankur sita,Ankur 2534, Ankur 655 having spinning 40 S.A Strong crop improvement programme was initiated to achieve these objects. Recent improvement in breeding strategy supported with strong biotechnological tools and tissue culture techniques would certainly be helpful inserving people.

COMPANY PROFILE

I have a great pleasure that meet me a great chance to learn with Ankur Seeds. Now a day’s Ankur seeds a queen in th field of seeds and Micro nutrient Dharti Agro chemicals pvt. Ltd.Ankur seeds Pvt. Lld. Is well integrated seed organization dealing with wide range of crops with marketing activities across the country.

Established in 1976 with its head office in the heart of centre at Nagpur, the company has been working relentlessly to uplift the farmers Status through extensive Research and Development and rendering quality seeds and services to meet the changing requirements of farming community.

For its excellent R & D achievement, Ankur bagged the most coveted National Award from the Government of India in 1996.

Keeping mind the fast changing future market scenario, Ankur has focused its attention on biotechnology to develop transgenic crops for resistance to Biotech and biotic factors.The company pledges to use biotechnology for the benefit of the Human-kind with due consideration to the safety of all the living being and the environment.

Solid scientific base, competent production wing and professional marketing team are assets of the company and secret for its success.

At present company stay in India in top five seeds company & company struggle to get first place in India.

And nowadays company is the best competitor in the market and a great Challenger in front of other companies.

Company have the different strategies than other company and best Quality product launch in the market.

FORWARD LOOKING OF COMPANY

It gives us immense satisfaction in bringing out the new updated version of Company catalogue encompassing all important product details with the blessing and inspiration of the Almighty.

Demand generation at end user level to promote the range of company products. Successfullyorganizing and conducting farmer training camps, group meeting & mega farmer meeting for educating the farmers about the new products and our benchmarking products.

• Strategy implementation, Rolling forecasting, and finally to achieve targeted annual sales & collection.

• Conducting demonstration of new seeds in farmer fields and providing feedback to Management.

• Providing technical support to other Junior staff (Field Assistant & Sales Officer) regarding company products & Seeds & new Strategies.

• Day to day co-ordination with RSM’s & HO for Management Information Systems.

• Support promotional Activity work for GM & Ass.GM’s.

• Result oriented channel management (Maintaining Farmers, Dealers & Distributors Channels)

• Making analysis reports of Target vs. Achievement, Expenses vs. Sales.

Customers satisfaction is the motto of the company.

Product Catalogue`

BT COTTON HYBRIDS

Akka Bt

Plant type semi spreading with bushy

Growth, medium tall and sturdy structure

Square formation commences in 32-34

Day and first flower appears in 53-55

days.

Bolls large, plump oval, weighting around

4.5-5.0 g Crop matures in 160-170 adys but

Under irrigated condition, duration

Of the variety may prolong.

Stay green manure doesn’t allow reddening

Thus,good quality fibre development is

Assured. Akka Bt has fibre tenacity

Among the intra-hirsutum category

Suitability for pre-monsoon and monsoon

Sowing enables the farmer to fit this

Hybrid in their coopping pattern and

Get consistent performance under varied

Conditions.

Suitable for central and south zones

Of India.

JAI BT

Plant type semi-erect with open growth, tall & sturdy structure. Square formation commences in 30-32 days and first Flower appears in 51-53 days. Bolls large and oblong weighing around 4.5-5.0 g

Big Boll and fluffy opening make picking easy. Quality fibre with very low trash Because of good opening.

Crop matures in 160-180 days but under irrigated condition, duration of the

Variety may prolong. Jai is ideal for pre-monsoon cultivation , however, it can also be successfully grown on the onset of monsoon in heavy to medium soil.

Suitable for all the three cotton growing zones of India.

Also available in BG-2 with extra protection from Spodoptera.

NEW PRODUCT (BG-2 COTTON HYBRIDS):

ANKUR 3028: Medium tall, semi-spreding, profuse bearing,

Good boll weight(4.5-5.0 g),sucking & grey mildew field

Tolerance, suitable for both dryland & irrigated conditions.

ANKUR 3034: Tall, semi-spreding, open growth, big oblong

Bolls (5.0-5.5 g),profuse bearing, irrigation & fertilizer

Responsive, good quality long fibre suitable for southern

India.

STRUCTURE OF SALES DEPARTMENT

CHAIRMEN

DIRECTOR

GENERAL MANAGER

DEPUTY GENERAL MANAGER

ZONAL AREA MANAGER

AREA MANAGER

AREA SALES MANAGER

TERRITORY SALES MANAGER

DISTRIBUTOR SYSTEM OF COMPANY

COMPANY GODOWN

DIRECT DISTRIBUTOR

SUB DISTRIBUTOR

FARMERS

SALES PROMOTION:

1. FARMERS MEETING

2. ELECTRONIC MEDIA(a) RADIO(b)T.V.(c) INTERNET

3. PRINT MEDIA(a) NEWS PAPER(b)MAGAZINE

4. FIELD DEMOSTRATIONS

SCHEMES REGULATED BY COMPANY:

1. ADVANCED BOOKING

2. TARGET BASED SCHEMES

3. FOREIGN TOURS

4. CREDIT POLICY

5. FREE GIFT

6. LUCKY DRAW

7. CASH DISCOUNT

DEVELOPMENT ACTIVITIES:

Company take the steps in development of research department have the more than 100 scientist working their with high technology Laboratory.

RESEARCH METHODOLOGY

Sampling

Interview Method

Observation Method

Primary Data

Secondary Data

RESEARCH METHODOLOGY

Company product development is key to evolution of successful company Strategy and programmes and function it is and important tool to study Former behavior of company position research is also used to study of Development and analysis and to know the position in the market that What is position of company in the competitor market of cotton seeds.

PROBLEM DEFINITION

Strategies for increasing Ankur cotton market share in Nanded district.

RESEARCH OBJECTIVE:

What is the researcher want to achieve is objective-

-Study of actual market of cotton in Mahur,Kinvat,Wai,Bhokar,Sarkhani

-Study of competitor 5 major players in the market.

-Requirment of product in the market.

RESEARCH DESIGN:

A specific from work used for data collection of scientifically development method.

There are three type of research design.

1. Exploratory2. Descriptive3. Causative

1.Exploratory research is done to know why and how creation of

Development activities how farmer and dealers sub dealers

Evaluate quality tangible features replacement policy , warranty.

2.Descriptive research is carried out to describe a area Characterizations.

To understand the company and farmers Behavior.

3.Causative research is done to establish cause and effect Relationship.

The influence of production.

LIMITATION OF THE STUDY

At the time of interview can not give the identity of Ankur Seeds to the dealer and subdealers and to farmers also.

In the period of survey can not meet to the Ankur Seeds employee.

Collect only real information as well as possible.

Top Five Companies Quantity in Number of Packets

Sr.No Company Name Variety Name Quantity Total Quantity

BG-1 BG-2

1. Paras/Monsanto Brahma,Atal 7510 67590 75100

2. Nuziveedu Seeds Pvt, Ltd

Mallika 207, Banni 6805 61245 68050

3 Mahyco seeds 7351,Dr.Brent 4570 41130 45700

4 Ankur Seeds JAI, Akka,651,swadeshi-5 3885 34965 38850

5 Vibha seeds Cash, Dyana 3740 33660 37400

BEST MEDIA FOR PUBLICITY & SALES PROMOTION ACTIVITIES

During my survey, I observed that sub-dealer and farmers Unawareness, about Cotton seeds varieties hence we must take care on the Useful object such as,

1. ATTENTION/AWARENESS:It is the starting point in the sales process. The Unawareness according the retailer must be attracted, want that the product is able to satisfy the retailers.

2. INTEREST:By organizing Demo, Programmes or workshop ,we can Create an interest in the mind of the subdealer and farmer ,the sub-dealer and farmer made realize how the product will benefit him and must fill curious to know more about product, its features and merits.

3. DESIRE:We must ignite the desire of the product after securing the attention and after arousing his interest in the product. From the stage of interest to buy the product, we must use all our powers of persuasion and conviction to create on urge to buy.

4. ACTION:It means gaming an order. The addition of the first three Stages should be the actual purchase of the product. The dealers must be induced to buy our product.

MEDIA OF ADVERTISEMENT:

The advertisement message has to be convey to the Sub-dealer and farmer through some means or channel.

DIRECT ADVERTISEMENT:

Sales literature, Samples, Circulars,Catalogues, Price List, Certification of product,Broachers,Folders,Sending greeting cards on Occasion.

INDIRECT ADVERTISEMENT:

Press: News papers, Agro magazines, Journals, Periodicals.

Outdoor: Posters, Hoarding, Painting, Travelling display

Film, T.V.:Slides, feature films, Sponsored programmes etc

Radio: Spot and sponsored programmes.

PRACTICAL ADVERTISEMENT THROUGH POINT OF VIEW:

Taking field demonstration , work shops, taking reviews, and appraisals. Show them video cassets, counter sale Purchasing plot by company itself, cultivate various varieties on

These research plots and inviting the farmers to see the results.

ANALYSIS

In the current 2010-11 ,75% wholesaler and retailer sale 38850 Numbers of packets.

Quantity of COTTON Seeds of Ankur Seeds in the areas of Mahur,Kinvat,Wai,Bhokar

Sarkhani in Nanded District.

Farmers 100% satisfy to the cotton seeds of Ankurs Seeds such as Ankur Akka, Ankur 651.

Farmers and retailers more awareness about Cotton seeds of ANKURSEEDS.

These varieties are drought resistance and early varieties.

100% farmers purchase the Cotton of Ankur Seeds by there own Awareness and demand and quality base.

Farmers demand short duration varities.

100% farmers see the quality product.

But due to small boll size Ankur 651 farmers saying that boll size should be bigger so that it is easy to collect the cotton lint.

FINDINGS:

During survey I found that 80% farmers satisfy of Ankur seeds of Cotton but because of having small boll size of there is facing by farmers to collect the cotton lint. What farmers suggested me is that-

Company needs to launch some new varieties of large boll size havind more number of branches. There should be a regular visit of sales person during season and during off season also to note down the problem faced by the farmers.

They have said me some good qualities like less water is required for the Cotton seeds of Ankur and it is early variety also.

I collected the data of 50 retailers as well as wholesalers and apart from that 100 farmers also.

RECOMMENDATIONS

1.Need of launching new varieties having large Boll Size.

2.Company Field Source should Increase their Reach to farmers & Trade.

3.Maximise Dealer Network.

4.Supply of Stocks & Availability of Stock at Right Time.

5.Farmers Trade Relations

CONCLUSION:

After survey of the market according to 4 P’s. I found that companies Cotton variety Ankur Akka, Ankur 651, Ankur Jai are the best quality in the market but except these varieties other varieties are not demanding.

These varieties are are competitors having short duration so they need to improve first because they are picking up in the market coverage.

And because of short duration they are competent enough to give Competition to other varieties.

BIBILIOGRAPHY

BOOKS AUTHORS

1: Business Research Methodology Mr.Zikmund

2: Annual Report 2009-10 D.A.I.M.S.R. Nagpur University

3: Reference & Guidance from Mr. JAYANT D. HONRAO Country Head ,

Ankur Seeds Pvt. Ltd. Nagpur.

THE LIST OF COTTON SEEDS COMPANIES IN THE MARKET AREA UNDER STUDY

1. Nuziveedu Seeds Pvt. Ltd.2. Ankur Seeds Pvt. Ltd.3. Nath Seeds Pvt. Ltd.4. Rasi Seeds Pvt. Ltd.5. Krishidhan Seeds Pvt. Ltd.6. Mahyco Seeds Pvt. Ltd.7. Nirmal Seeds Pvt. Ltd.8. Ajeet Seeds Pvt. Ltd.9. Kaveri Seeds Pvt. Ltd.10. Vibha Seeds Pvt. Ltd.11. Zuari Seeds Pvt. Ltd.12. Atash Seeds Pvt. Ltd.13. Paras/Monsanto Seeds Pvt. Ltd.14. Manish Biotech Pvt. Ltd.15. Yashoda Seeds Pvt. Ltd.16. Tulsi Seeds Pvt. Ltd.17. Vikram Seeds Pvt. Ltd.18. J.K. Seeds Pvt. Ltd.19. Pravardhan Seeds Pvt. Ltd.20. Bayer Seeds Pvt. Ltd.