Summer Training report(AMIT)

JUNAGADH AGRICULTURALJUNAGADH AGRICULTURAL UNIVERSITY UNIVERSITY

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 =J4-00560-2009SESSION (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 1

Prof. A.D.KalolaAssistant 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 (A.D. Kalola)

Date: /9/2010 Major Guide


PREFACE

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.


DECLARATION

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.

(Amit Kumar)


ACKNOWLEDGEMENTS

Words can hardly express my feeling of indebtness to all those who

extended cooperation in completing this project work successfully. 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 express my thoroughly thanks to Dr. D.B kuchhadiya, Principle, Post Graduate Institute

of Agri business management, Junagadh Agricultural University, Junagadh for providing

necessary facilities, rendering the help in all academic matters, valuable guidance and

for grooming in this manner that enabled me to do justice with this project. I would like

to thanks to Mr. Kalpesh Kumar, placement coordinator for providing me one of the best

opportunity for my summer training project.

I would heartily acknowledge my guide Mr. Pranab mishra, Senior Domestic Officer,

Rallis India Limted Mr. Prashant Gandhi, Area Sales Maanger, Ahmedabad and Kantilal

Aghara, Rajkot, who gave me the opportunity to have a closer look at the working of

Rallis India Ltd, and whole business of their product line.

I would like to thank the Almighty God and my parent Sh. Dhanraj Prasad and Smt.

Lalita Devi, whose blessings are my most valuable assets.

I would like to thank my Major Guide Prof. A.D. kalola and all facality members of

PGIABM for all time support during my training.

I would like to thank my all friends, juniors and seniors in PGIABM.

Finally, I extend my thanks to all the people who came in contact and co-operated me

during my project work.

Place:

Date:

(Amit Kumar )


Abbreviations

Hectare = ha Demonstration = Demo Number = No. Serial Number = S. No. Rupees = Rs Crores = Cr Technical field assistant = TFA1000 Liter = KL RIL = Rallis India Limited


CONTENTS

S. No. Title Page No.

1. Preface 3

2. Declaration 4

3. Acknowledgement 5

4. Abbreviation 6

5. List of Tables 8

6. List of Figures and Graphs 9

7. Introduction 10-18

8. Review of Literature 19

9. Project Methodology 20-22

10. Findings and Analysis 23-33

11. Conclusion and Recommendations 34

12. Suitable Marketing mix 35-36

13. References 37

LIST OF TABLES



1. Table 4.1.1

District Wise area (in ha) under different district

(Ahmedabad ASO) 23

2. Table 4.1.2District Wise area (in ha) under different district

(Rajkot ASO)23

3. Table4.1.3Areas and Production of different crop in Rajkot

district24

4. Table4.1.4Areas and Production of different crop in Gondal

Talluka25

5.Table4.1.5

Area, Production and yield of COTTON in different

Talluka of Rajkot district (2009-10) 26-27

LIST OF FIGURES AND GRAPHS



Fig 1.1Percentage share of insecticide, herbicide and pesticide in Indian market

10

Fig1.2 Map of Gujrat 13

Fig 4.1.1

Percentage of Cotton Acreage in Different District of

Gujarat 24

Fig.4.1.2Percentage of different crop Acreage in Gondal Talluka

26

Fig 4.1.3

Percentage of Cotton Acreage in Different Talluka of

Rajkot 27

Fig 4.1.4Population Fluctuation of Sucking Pest in Cotton

28

Fig 4.1.5Response of farmer regarding important Sucking Pest of Cotton 28

Fig 4.2.1No. of Villages regarding TORAN in Gondal Talluka

29

Fig 4.2.2

Opinion of Farmers Regarding Knowledge of TORAN in

Gondal Talluka 30

Fig 4.2.3 Farmer View Regarding Pesticide use 30

Fig 4.3.1Focus crops and Potential for TORAN pesticide

31

Chapter 1. Introduction


Introduction of Gujarat

Cotton, the white gold enjoys a predominant position amongst all cash crops in India. Cotton

is an important raw material for the Indian textile industry, constituting about 65% of its

requirements. The Indian textile industry occupies a significant place in the country’s

economy. In India, cotton occupies areas of nearly 9.6 million hectares.

India is one of the major producers of cotton in the world. India rank first in areas and

third in total production in world. In India, cotton is grown in the state of Gujarat,

Maharashtra, Andhra Pradesh, Rajasthan, Madhya Pradesh, Tamilnadu and Karnataka.

Cotton is cultivated in Gujarat in the district of Rajkot, Junagadh, Amerli, Bhavnagar,

Jamanagar and Surendnagar etc. In all these production Rajkot plays a very important role. In

Gujarat, Rajkot district is the largest producer of cotton in the State. Junagadh Agricultural

University divided into two Zones is known as North and South Saurashtra Agro Climatic

Zone. The production groundnut is relatively higher in South Saurashtra Agro Climatic Zone

as compared to other zone. In order to sustain production and to increase productivity it is

necessary to adopt appropriate package of practices i.e. pest, disease, weed and nutrient

management. Therefore, there is need of awareness about good quality of pesticide and

pesticide. In this Rallis a Tata Enterprises play an important role.

1.1Introduction to the Industry

In the stupendous task of pushing up agricultural production to address the need

for burgeoning population of the country, there is an unmistakable role for the pesticide

industry. In fact, it is the backbone of Indian agriculture. Ever since independence, the

industry has taken upon itself the challenge of providing Indian farmers the latest technology

to combat ever-increasing pest populations. The industry has contended with the challenges

posed not only by the nature, but also with the fast changing competitive market, which has

lately been witnessing a slowdown... India's agriculture contributes significantly to the GDP

and employs 65 per cent of our population. Despite ever-increasing population and

diminishing land area under crops, agricultural production continues to increase every year,

thanks to better chemicals, fertilizers and hybrid seeds. India is one of the largest producers

of pesticides in South-East Asia and is a leader amongst producer of generic molecules. The

industry is increasing its market share in domestic as well as international market. India is

one of the most dynamic generic pesticide industries in the world, having total installed

capacity of technical grade pesticides consisting of large and medium scale (including


approximately 10 multinationals) and 400 pesticide formulators (large. medium and small

scale) spread all over the country with a total market size of US $ 870 million per annum for

use in agriculture, public health, household and plant protection. The global market for plant

protection is estimated to be around $27 billion by the year 2005. Indian companies have

developed process technologies for more than 30 pesticides. These include Hexaconazole,

Chloropiriphos, Monocrotophos, Profenophos, Acephate, Malathion, Quinalphos,

Ethion, ,Lambdacyhalothrin, Fenvalerate, Zinc Phosphide, Aluminum Phosphide, Paraquat,

Metamitron, and Deltamethrin etc. Many Indian companies manufacture these, and India is

one of the largest producers of these pesticides in the world, 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. Exports are expected to grow faster in the future.

The damage due to various crop pests and diseases are estimated to be around 30 per

cent of the total agricultural production. Thus, the pesticides industry plays a vital role in

safeguarding the crops and thereby increasing our agricultural production. Crop losses in

India due to pests are estimated at Rs.63, 660 Cr. at 2007 prices. 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. The task is highly challenging, and yet it is a necessity. The plant

protection technology contributing a 30-40 percent role in increasing agricultural output

undoubtedly assumes paramount importance and attention of all concerned.

Fig 1.1. Percentage share of insecticide, herbicide and pesticide in Indian market

(Source: Pesticide Information Annual Issue 2005)

Insecticides have the largest share in terms of market size by volume. It is followed by the

herbicides. Herbicides contribute to one of the most important growing markets in the


country. Pesticides share in overall market is comparatively low with only 10 per cent share.

Cotton is the largest consumer of pesticides in the country followed by paddy. 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.

At the world level pesticides are the most widely consumed pesticides, followed by the

insecticides. Herbicide is used at the minimum level at the world level

1.2 Introduction to the Tata Group:

Tata is one of the oldest and largest business conglomerates in India, with revenues in

2007-08 of (US$22.5 billion), the equivalent of about 2.8% of India's GDP, and a market

capitalization of US$47.4 billion.

The group takes the name of its founder, Jamsetji Tata, a member of whose family has almost

invariably been the chairman of the group.

The chairman is Ratan Tata, who took over from J. R. D. Tata in the 1990s.

The Tata Group comprises 96 companies in seven business sectors. 65.8% of the ownership

of Tata Group is held by the charitable trust of Tata

1.3 Introduction to Company (Rallis India Ltd.)

Rallis India is one of India’s leading agrochemicals companies. It has more than 150

years of experience in servicing rural markets and a comprehensive portfolio of pesticides,

herbicides, pesticides and plant nutrients for Indian farmers.

The company has factories in five locations in India and a network of 1,500 distributors that

reach more than 40,000 retail counters. It has the largest agrochemicals capacity in the

country (10,000 tonnes per annum of technical grade pesticides and 30,000 tonne litres per

annum of formulations).

1.3.1 History of the company

• In 1837, five Greek brothers set up Ralli Brothers in Tabreez, an Iranian city within

the Ottoman Empire.

• As early as 1851, Ralli Brothers set up an India office in Kolkata. It was a lucky move

because the Crimean War broke out three years later and created huge demand for

Indian jute. Rallis made its early fortunes out of jute assets.

• The jute assets were finally sold one hundred years later in 1958 to buy two pharma


companies, WT Suren and Teddington.

• After independence, on 23rd August, 1948, an Indian Company was registered as

Rallis India Private Limited.

• A British businessman called Sir Clavering Fison got access to DDT technology.

Since he saw India as a big market, he established Fison India in 1956.

• Independently, Mr. JRD Tata had become deeply interested in DDT because of its

beneficial impact on the health of millions in India affected by malaria.

• There was a “happy marriage” of interests and Tata Fison was formed as a 50:50 JV

in 1957.

• Very quickly, Tata Fison became the No 1 pesticide company in India.

• In 1960, Tata Fison bought the manufacturing license and know-how to make

Dimethoate, a new generation systemic insecticide for cotton and chillies. The

product was marketed under the brand name Rogor: which is still in the company

portfolio.

• In 1970, Tata Fison India reverse-merged into Rallis India Ltd and the present

structure of company took shape.

• Rallis India Ltd -Turnover (2009-10) Rs 937 Cr. & PAT Rs 101 Cr.

1.3.2 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,

including insecticides, pesticides, herbicides, plant-growth nutrients and seeds.

The domestic institutional business caters to the bulk and technical requirements of

institutional customers.

The international business handles exports of pesticides to all parts of the world. The

export basket includes technical-grade pesticides, branded formulations and contract-

manufactured products.

1.3.3Marketmantra

As pesticides are mostly generic by nature, Rallis is constantly faced with products

that are similar to its own. The critical differentiation is through service, quality and

interaction with the growers.


"Rallis have very strong brand equity in this market. The Tata name is associated with Rallis

and often people call it Tata Rallis.

Whether in R&D or marketing, innovation makes the difference. Rallis has created a

mascot, 'Dr Vishwas', a sort of super-man who identifies farmers' problems and offers

complete solutions. He appears in all the company's communications. Some of the

farmers who call the Rallis helpline actually ask to speak to Dr Vishwas.

The company also has a unique marketing programme called 4S (Sampark-

Sambandh-Samruddhi-Santushti) which means building relationships through

information and service.

The sales and marketing staff are joined by factory workers, R&D scientists and

officers in the field. Each group is assigned an area and a number of farmers to meet.

Apart from understanding problems, if farmers are moving to other products, they can

find out why. It is an invaluable marketing device that builds trust and a priceless

knowledge base. A process called Innogate captures innovative marketing and

problem-solving practices.

1.3.4Location

The company’s head office is in Mumbai. Plants are located in India at Akola, Lote,

Turbhe, Ankleshwar and Patancheru and the new plant at Dahej will commence

operation from this year.

1.4 Product Introduction:

TORAN is an IGR, systematic pesticide belongs to Buprofezin group, effective on

Hemipterous pests i.e. plant hoppers, leafhoppers, whiteflies, scales and mealy bugs,

jassid etc . It gives long-lasting effect on target pests. 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. It acts as contact and

Stomach poison. Vapour action helps in redistribution to all plant parts and also to

other plants which were not properly sprayed. Insect does not develop cross-

resistance. Its longer residual activity effecting control for about 15-20 days. Inhibits

molting in nymphs through chitin regulation. 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. They die during the process of molting. Unlike other insecticides does not

affect the predatory Spiders, Mirid bugs and parasitoids. Hence this is a TRUE IPM


http://www.tata.com/0_media/news/events/rallis_4s.htm


insecticide.

1.5 Introduction To Area

Figure 1.2 Map of Gujarat

1.5.1 Gujarat geography

The population of the Gujarat State was 50,671,017 as per the 2001 census data. The

density of population is 258 persons per km², a lower density compared to other states of the

country. Its official and primary language is Gujarati. About 89.1% of the population of

Gujarat are Hindu. Muslims account for 9.1%, Jain 1.0% and Sikh 0.1% of the population.[12] . Amongst Hindus, the deity of Krishna is famously worshiped in His form of Shrinathji

throughout Gujarat

Gujarat, as a heavily industrialized state of India, attracts lots of outsiders from

various parts of India Gujarat, a major industrial state, also has great potential to develop a


http://en.wikipedia.org/wiki/Shrinathji

http://en.wikipedia.org/wiki/Krishna

http://en.wikipedia.org/wiki/Gujarat#cite_note-autogenerated4-11

http://en.wikipedia.org/wiki/Sikh

http://en.wikipedia.org/wiki/Jain

http://en.wikipedia.org/wiki/Muslims

http://en.wikipedia.org/wiki/Hindu

vibrant agrarian economy through agro-industrialization by deriving competitive advantages

from Gujarat’s unique position in the world for many commodities viz; castor, fennel, cotton,

tobacco, groundnut sesame, chikus, onion, bananas, isabgul, guar seed and cumin. Moreover,

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). It

also has a great potential in agriculture because of its diverse agro climatic zones, trained

manpower availability, investment trust, government support and entrepreneurial acumen. It

is endowed with abundant natural resources in terms of fertile land, good river system, varied

soil and climatic conditions, good support in terms of industries and most important

enterprising people & technical talent.

Gujarat has some of the largest businesses in India. Major agricultural produce of the state

include cotton, groundnuts (peanuts), dates, sugar cane, milk and milk products. Industrial

products include cement and petrol.

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 — 1,670 kilometres (1,040 mi)

Over 20% of the S&P C7NX 500 conglomerates have corporate offices in Gujarat.

As per RBI report, in year 2006–07, 26% out of total bank finance in India was in

Gujarat.

The world's largest ship breaking yard is in Gujarat near Bhavnagar at Alang.

Reliance Petroleum Limited, one of the group companies of Reliance Industries Limited

founded by Dhirubhai Ambani, operates the oil refinery at Jamnagar, which are the world’s


http://en.wikipedia.org/wiki/Alang

http://en.wikipedia.org/wiki/Gasoline

http://en.wikipedia.org/wiki/Cement

http://en.wikipedia.org/wiki/Milk

http://en.wikipedia.org/wiki/Sugar_cane

http://en.wikipedia.org/wiki/Date_(fruit)

http://en.wikipedia.org/wiki/Peanut

http://en.wikipedia.org/wiki/Cotton

largest grass-roots refineries. The company has also planned another SEZ (special economic

zone) in Jamnagar.

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%.

Geography of Rajkot

The population of the Rajkot District was 31, 68,392 as per the 2001 census data. The density

of population is 283 persons per km². Rajkot is located in the south-west region of Gujarat.

The district headquarter is Rajkot city – Largest city in Saurashtra and fourth largest in

Gujarat state. The district has 14 talukas of which the major talukas are Rajkot, Gondal,

Morbi, Jetpur, Wankaner, Upleta and Dhoraji. Rajkot city is considered the economic,

industrial and educational hub of the region. The district boasts of a stock exchange, which is

linked with exchanges in Mumbai, Kolkata & New Delhi. Engineering and Auto ancillary

industry is viewed as the growth engine of the district Textiles and Apparels is also an

emerging sector.

1.5.2 Agriculture at a Glance

Gujarat is the main producer of cotton, groundnuts and tobacco, in India. Other major food

crops produced are Rice, Wheat, Jowar, Bajra, Maize, Tur, and Gram. Gujarat has an

agricultural economy; the total crop area amounts to more than one-half of the total land area.

Animal husbandry and dairying have played a vital role in the rural economy of Gujarat.

Dairy farming, primarily concerned with milk production, functions on a cooperative basis

and has more than a million members. Gujarat is the largest producer of milk in India. Amul

milk co-operative federation products are well known all over India, and it is Asia's biggest

dairy. Among livestock raised are buffalo and other cattle, sheep, and goats. As per the

results of livestock census 1997, there were 209.70 lakh livestock in Gujarat State. As per the

estimates of the survey of major livestock products, during the year 2002–03, the Gujarat

produced 6.09 million tonnes of milk, 385 million eggs and 2.71 million kg of wool. Gujarat

also contributes inputs to industries like textiles, oil, and soap.

Agriculture of Rajkot


http://en.wikipedia.org/wiki/Amul

http://en.wikipedia.org/wiki/States_of_India_by_installed_power_capacity

Rajkot district is the largest producer of cotton in the State. It is the second largest producer

for oil seeds with groundnut being the major oil seed. In 2006-07, Rajkot produced 12,996

Metric Tonnes (MT) of fruits, 4.09 lakh MT of vegetables and 0.81 lakh MT of spices. Main

fruits include mango, chikoo, citrus & papaya. Rajkot is the second largest producer of

onions in Gujarat state with 2.73 lakh MT of production in 2006-07 contributing 22% to the

total production of onions in the State. Rajkot is the second largest producer of spices

contributing 13% to total production in the State. Garlic and cumin are main spice crops in

the district with 27% share to the total production.

1.6 Importance of proposed investigation

India is predominantly an agricultural economy. Pesticides play a significant role in

enhancing agricultural productivity. Pesticides help to reduce crop losses by controlling

diseases and insects and thereby increase revenue for farmers. The domestic market depends

on multiple factors like monsoon, crop yield, and pest attack. The domestic pesticide industry

is highly seasonal in nature and the demand for pesticides is skewed towards Kharif season

(July – November).

Market of pesticides may be divided into three main segments viz., insecticides,

herbicides and pesticides. In India insecticides contributes about 65 per cent, pesticides nearly

20 per cent and herbicides about 15 per cent to the pesticides market.

India is currently the largest manufacturer of pesticides and the second largest

producer of agrochemicals in Asia. Out of 145 pesticides registered in India, 85 technical

grades are locally produced. The Rs. 30,000 million Indian agrochemical markets are run

primarily by nearly 80 players in organized sector.

Bulk of the consumption in the domestic market is of insecticides followed by pesticides and

herbicides. 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.

Company is looking to serve the mass farmers segment by introducing broad spectrum

pesticide which also has positive effect on plant growth. This study will help to know the

efficacy of Tata TORAN pesticides in different crops against different type of sucking pest.


Chapter 2. Review of Literature

The comprehensive review of literature is an essential part of any marketing investigation. As

such, an attempt has been made to present brief and lucid details of the available literature in

relation to the present study.

Bhakar (2003) in his report on estimation of the total market potential of agro-

chemicals 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.

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. Availability of moisture is prerequisite for activation of pre-emergence

herbicides.

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, dealers, company literatures and magazines, newspapers and

agriculture department.

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.

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.


Chapter 3. Project Methodology

3.1 Collection of Data:

Data required for the accomplishment of objectives regarding diseases and control measures,

pesticide use, perception of distributors, dealers and farmers, and promotional schemes, will

be collected through primary and secondary data sources.

Sources of Primary Data

Primary data regarding the study will be collected from the following three categories of

respondents:

Distributors

Dealers/ Retailers

Farmers

Sr. Name of Actor in

Marketing

Sampling Technique

1 Distributor Purposive

2 Retailer Simple Random Sampling

3 Farmer Stratified Sampling.

(15-20 Farmers from each

village)

Sources of Secondary Data

Secondary data regarding the crop acreage, pesticide industry, 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

3.2 Sampling Size


Number of Village Farmer Retailer Dealer

50 750 30 1

3.3 Sampling Procedure

Out of 14 Talluka of Rajkot District where company has introduced TORAN

Pesticide I have given Gondal talluka. I will be covered 50 villages of gondal talluka. From

these villages at least one retailer who have purchased and liquidate TORAN Pesticide will

be interviewed.

For farmers, sampling survey will be done in the selected villages (50) of Gondal talluka.

From each village 15-20 farmers will be interviewed by using purposive sampling which will

be based on potential of area.

The study will be supported by both primary and secondary data collected through personal

interview from dealers, 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). Secondary data will be collected from company database, Government departments,

web portals and literature available from other sources etc.

3.4 Research Instruments

Personal interview both open ended and closed ended questions will be used as the main

research instrument. Personal interview of Retailers and farmers will be conducted

separately.

3.6 Analysis of Data:

For the analysis of data, suitable research techniques and statistical tools will be applied. The

project will be carried out to fulfil the specified objectives of the study.

Objective-1: To study cropping pattern, major diseases and their control measures


Study of cropping pattern and area under different crops in all the selected villages of Gondal

Talluka will be done by using secondary data. To study the details of crops with respect to

major diseases and their control measures farmers will be interviewed.

Objective-2: To study the perception of Dealers, Retailer and farmers about 'TORAN'

Insecticide in comparison to its major competitors

Under this objective, the detailed analysis of the major Pesticide brands, based on their

potential in particular talluka will be done to know the perception of respondent regarding

awareness, disease control, cost, etc for TORAN and its major competitors. Likert’s five

point scale will be used to assess the result and future perspective keeping in mind the basis

of market mix (product, price, place, promotion). It will show market share of leading players

in total market size of Pesticide in different regions of Gujarat.

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, 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.

From the findings of the above mentioned objectives a suitable promotional strategy will be

formulated for TORAN business in the study area, considering the crop segment and

organisation. 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.


Chapter4. Findings and Analysis

Objective-1: To study cropping pattern, major diseases and their control measures

For studying the cropping pattern, disease infestation and their control measure, response of

farmers regarding cropping pattern, major diseases infestation and their control measure, has

taken from the selected districts. Data on area under different crops for the year 2008-09 were

collected from secondary source .Data collected were tabulated and analyzed through tabular,

pie charts and bar graphs analysis techniques.

Table 4.1.1 District Wise area (in ha) under different district (Ahmedabad ASO)

District Paddy Cotton Chilli Potato Tomato G.Nut Cumin Wheat Maize

Ahmadabad 220000 180000 1000 20000 2000 1000 1000 100000 50000

Mehsana 6000 150000 1000 40000 3000 3000 100000 50000 10000

Surat 200000 1000 5000 3000 1000

Varodara 30000 250000 10000 50000 20000

Bhuj 150000 10000 250000 50000 30000

Surendranagar 200000 50000 200000 50000 5000

Total 243600 931000 27000 63000 5000 304000 351000 281000 85000

Table4.1.2 District Wise area (in ha) under different district (Rajkot ASO)

District Cotton Chilli G.Nut Cumin Wheat Brinjal Mango

Other

vegetable

Bhavanagar 400000 10000 50000 3000 25000 2000

Junagarh 50000 1000 1000000 40000 50000 2000 20000

Amreli 300000 1000 300000 30000 50000 5000 10000 10000

Rajkot 600000 200000 2000000 50000 50000

Jamnagar 300000 300000 200000 100000 20000

Total 1650000 12000 1850000 4730000 275000 9000 30000 80000


Total acreage (in ha) of different crops in Gujarat

Crop Paddy Cotton Chilli Potato Cumin G.Nut Tomato Tobacco Sesamum

Area 456000 2581000 39000 63000 8240000 2154000 5000 50000 25000

Fig 4.1.1 Percentage of Cotton Acreage in Different District of Gujarat

Graph 4.1.1 illustrate the major Cotton growing districts of Gujarat with their

respective percentage share in total Cotton acreage in state.

It has shown that total area of under Cotton in Gujarat is 25.8 Lakh ha out of which

highest area under Cotton is in Rajkot(23%),followed by Bhavnagar(18%) and Amreli.

Table4.1.3 Areas and Production of different crop in Rajkot district(2009-10)

s.no CROP Growing Area(00 ha)

Production in hectare

1 Groundnut 3013.42 1839.99

2 Til 254.01 460.834

3 Castor 127.42 3156.7

4 Bajra 141.56 1502.51

5 Cotton 3016.93 2057.14

6 Mag 41.38 457.48

7 Udad 38.64 508.58

8 Chodi 4.45 889.18


9 Tuver 5.02 1588.35

10 Wheat 1085.39 3963.39

11 Chana 132.19 1433.96

12 Geera 252.38 776.99

13 Garlic 160.57 5942.82

14 Onion 123.08 24764.80

15 Summer groundnut

66.10 2405.00

Table 4.1.3 Show that the area of sowing of cotton in the rajkot district is maximun as

compared to other crops(310693 ha). The second most sowing crop is groundnut that

cover around 301342 ha areas. These two crops covers around 70 percent of total areas

of rajkot district.

Table4.1.4 Areas and Production of different crop in Gondal Talluka(2009-10)

s.no CROP Growing Area(ha) Production in hectare(Kg)

1 Groundnut 41000 2350

2 Til 16 525

5 Cotton 44000 2200

6 Mag 4.8 1050

7 Udad 8 800

8 Chodi 3.20 525

9 Tuver 6.40 1875

10 Other 4581.6

Total 89620


Fig.4.1.2 Percentage of different crop Acreage in Gondal Talluka

Fig.4.1.2 shows that different crop production in gondal talluka, there are two major

crops – cotton and groundnut are cultivated in gondal talluka. Cotton account 49% of

total areas and groundnut account 46% of total areas. Only 5% areas are cover with

other crops like til, mug udad,chodi, tuver etc.

Table4.1.5 Area, Production and yield of COTTON in different Talluka of Rajkot

district (2009-10)

S.No. Name of Talluka Sowing

area(ha)

Production(MT) Yield(Kg/ha)

1 Rajkot 24343 51141 2100

2 Paddhari 12100 24200 2000

3 Jasdan 31500 50400 1600

4 Morbi 20360 26468 1300

5 Maniya 12180 23398 1100

6 Vankaner 34500 86250 2500

7 Tankara 24840 54648 2200

8 Upleta 13500 33750 2500


9 Doraji 19850 59550 3000

10 Jetpur 25000 62500 2500

11 Jamkandoran 18000 34200 1900

12 Gondal 44000 96800 2200

13 Kotda sangani 14500 28000 2000

14 Lodika 7010 13319 1900

Total 301693 645624 2057.14

Fig 4.1.3 Percentage of Cotton Acreage in Different Talluka of Rajkot

Fig 4.1.3 shows that percentage of cotton sowing in different talluka of rajkot district.

There are 14 talluka in rajkot district , out of these gondal talluka have first rank

with15% share , after that vankaner have second rank with 11% share and jadson have

third rank with 10% share. Other than this major cotton growing areas are rajkot,

jetpur,tankara with 8% share , doraji , paddhari and morbi with 7% share in cotton

production.


Fig 4.1.4 Population Fluctuation of Sucking Pest in Cotton

Fig 4.1.2 shows that comparative attack of sucking insect pest in cotton during different month of their growth. Population of sucking pest is maximum in 2nd week of August. Sucking pest attack is maximum in this period due to higher vegitive growth of crop and favourable temprature for the growth of sucking pest. White fly and Thrips , both the most damaging insect of cotton. After that jassid also affect the cotton crops. The population of sucking pest is decreasing after the 1st and 2nd week of September. Aphid is another damaging sucking pest which attack on cotton after october.

Fig 4.1.5 Response of farmer regarding important Sucking Pest of Cotton

From the Fig 4.1.3 it is observed that out of 750 farmers, growing Cotton interviewed

in different villages of Gondal talluka, Rajkot(Gujarat), 55%,50%and 35% farmers in

Gondal talluka has given first rank respectively for Whitefly, Thrips and Jassid.


While 30%, 32% and 30% farmers in Gondal talluka have given Second rank

respectively for Whitefly, Thrips and Jassid.

Similarly, 15%, 18% and 35% in Gondal talluka has given Third rank respectively for

Whitefly, Thrips and Jassid.

Objective-2: To study the perception of distributors, dealers and farmers about

'TORAN' in comparison to its major competitors

Fig 4.2.1 No. of Villages regarding TORAN in Gondal Talluka

From the fig 4.2.1 it is observed that out of the 50(sample) villages in gondal talluka,

12% village fully satisfied with product i.e. Charkhadi, Patidar, Devchadi, Shrinathgadh,

Gundala, Gomta. 10% village where product is used but not get good result, 12%

villages know about product but they not used product in their field, only 6% village

where farmer heard about product from someone and 60% of village unaware about

product.


Fig 4.2.2 Opinion of Farmers Regarding Knowledge of TORAN in Gondal Talluka

Fig 4.2.2 illustrate the opinion of farmers regarding effect of TORAN in Gondal Talluka , out of 750 farmers, 8% farmer are fully satisfied ,6% farmer are not fully satisfied, 15% farmer are know about product but not used the product, 12% farmer are Heared by some one about product and 58% farmer are not aware about product.

Now we can analyse that in most of the villages percentage of farmer who has not aware about the TORAN product, their effect and advantage, because there are no any TFA in Gondal talluka, who provide such type of information to the farmer.

Fig 4.2.3 Farmer View Regarding Pesticide use


Fig4.2.3 illustrate that 42 % of interviewed farmer used any insecticide after occurrence of insect in field, 27% farmer used insecticide in their own field when see in neighbor field, 18% farmers are sprayed insecticide irrespective of disease occurrence and only 13% farmers used insecticide before occurrence of insect in their field.

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.

Objective-3: To assess the market potential of 'TORAN' in Gondal talluka

Crop Net

Acreage(ac)

Average

No of

Pesticide

Use

Gross

Acreage

Target(%

acreage

cover)

Dose(ml/acre) Volume(K

L)

Cotton 110000 3 330000 0.10 350 11.5

Total 11.5

Fig 4.3.1 Focus crops and Potential for TORAN pesticide

Fig4.3.1 represents that area in Gondal under cotton is 44000 ha (110000 ac). 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. Though it also has been used in

other crop like Rice, sugarcane, where either product need to be make a clear difference

in farmers mind.

The average no of pesticide use for Cotton is 3. Considering the no of pesticide use

gross acreage has been calculated by multiplying net area into no of pesticide use.

Considering the response of farmer, for cotton 10% of gross acreage has set up as target

.

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, a total of 11.5 kL

TORAN can be market and liquidate in Gondal in this season.

In other part of Gujrat and out of Gujrat TORAN has been used in different crops and

deliver very good result. In Andhrapradesh and West Bengal TORAN has been used in

Rice and deliver very good result with respect to sucking pest.

If Company can develop TORAN in Gujarat for crop like Rice, Groundnut and sugarcane

and vegetable crops, a big volume can be generated.

Objective-4: To formulate promotional strategy for Rallis India Ltd.

4.1 Field Activity

4.1.1 Farmer meeting

Progressive farmers, have used TORAN in a certain quantity (500 ml or more)

can be identified and recognized in meeting.

Big farmer meeting with a motive to multiply the positive feedback

In each new village where TORAN has not introduced, initially 7-10 progressive

farmer will be selected to tell about the product, followed by demo.

4.1.2Prerna Programme

Farmer from the part of different district where TORAN has not used, should visited

to the district/market pocket where TORAN has used and deliver very good result

under the Prerna programme

4.1.3Jeep 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. Before starting the season for each focus crop 4S

campaigning should be formulate and implement strategically.




4.1.4Campaigning by “JHAKDA”

Jhakda is the most frequently/common used vehicle by farmer in most of the

district surveyed, which can use for promotion of product since it move very

frequently in villages and will serve as multi location posturing tools.

4.2 Scheme

To recognize the farmers who have used TORAN, following sales promotion scheme

should launched in Gujarat-

If purchased,1lt can offer plastic bucket of 5lt which will be having detail of

Product features etc. to cater big farmers

If purchased 0.5 lt., can go for something else to cater small farmers

4.3 Cable add: e TV and other local channel

As for the other product launch, company must prepare a good advertisement of TORAN

and should telecast it on local TV channels.

4.4 Farmer fair

For making the product and its feature aware among farmers, company participation

should make necessary in different farmers fair where TORAN testimonial can be shown

to mass of farmers

4.5 TORAN testimonial DVD preparation and its distribution to SS/PD and

progressive farmers.

TORAN video testimonial has been made and a DVD has prepared. The DVD of the

TORAN testimonial will be distribute to all Sales officers ,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.


Chapter 5. Conclusion and Recommendations

Based on the above study, it can be suggested that

TORAN has delivered very good result in Paddy and cotton in West

Bengal, Andhrapredesh and Karnataka. Using the same strategy it should

be develop in Gujarat.

TORAN should recommend for only focused crop with specific to sucking

pest only after consulting with R&D department.

Lack of TFA in Gondal talluka due to this the farmer not get the proper

information about the new product.

To increase the marketing activities at frequently basis e.g. Road show, trade

show, free distribution of leaflets, advertisement in local newspaper, TV, field

demonstration, farmer meeting etc.

Company should arrange the field experts visit at dealers shop as well as

farmer’s field at regular interval.

Company should also provide the promotional offer to the farmers in different season like free coupon, free sampling, gifts etc.

Company should motivate the channel member by giving them incentives to

dealers and promotion to sales executives.

Company should continue focus on the strategy, strength and weakness of its

competitor other pesticide company.

Company should also enhance the cash discount, rate of advance booking,

liberal credit policy and profit margin to their distributors.

Company should take care while making new dealers.

Company should improve their supply chain system by providing timely

delivery to their dealers.


SUITABLE MARKETING MIX

The TORAN is a very good pesticide and had delivered good result with respect to

sucking pest control and yield increment. Following marketing mix is suggested

according to the study.

Product- The quality of the product is excellent but there is some suggestion

regarding after sale services.

After Sales Services: the company should give focus on after sales services both at

farmer and dealer level. This will create faith among the farmers about the company.

PRICE- At initial phase the company has to focus on dealers/ distributors

margins.

PLACE- Distribution channel of RIL is strongest among industry but product

must be making available for ensuring better liquidation.

I) Location: Although the products are available easily. But in some surveyed areas

product reached when season was almost close, at farmer and retailers level. Avoiding

this type of situations, pre placing of product should be insuring.

PROMOTION- 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.

I) Advertising: the product should be advertised in villages at late evening by film

shows followed by literature distribution, live demo and question answer session.

Advertisements could be show on TV, regional movies & songs because the target

farmers like to watch the regional movies & songs.

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.

iii) Promotion: posters and display should be pasted on the village Panchayat Bhavan,

jhanjghar, milk collection centers, streets, pan shops and dealers shop preceded by

farmer meetings.

iv) Public relation: The TFA/FA must develop the database of the farmers with the

help of the dealers/ distributor. Contact them through individually, phone or dealers.

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 Retailer marketing

Activities (personal Activities(personal

awareness& trade ) Selling, Advertising)

Company/producer marketing activities

Suggested Promotion Strategy (Push- Pull Strategy)

Increase network relation

Company/producer, marketing activities (consumer advertising, sales promotion)

References


Product

(company)

Dealer and

Distributor

Consumer

(Farmer)

Product

(company)

Dealer and

Distributor

Consumer

(Farmer)

Demand Demand

1.K Malhotra, Naresh.2003.Marketing Research-and applied orientations. Fifth edition, New

Delhi: Pearson Education, Inc. and Dorling Kindersley Publishing Inc.

2. Kotler, Phillip.2003.Marketing Management.12th edition, New Delhi: Pearson Education

3. www.mapsofindia.com (Date Accessed 5th September ‟2010)

4. www.gov.nic.in(Date Accessed 5th September 2010)

5.Rajkot district office – agriculture department


http://www.gov.nic.in/


Documents

Summer Training report(AMIT)