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PROJECT REPORT ON

COMPARATIVE MARKET PATTERN OF MICRONUTRIENT IN PUNE AREA

AT

GREENCROP INTERNATIONAL PVT.LTD. PUNE

By Mr. SUHAS SURYABHAN WAGHMODE (Regn. No. 08/ 248)

Submitted to MAHATMA PHULE KRISHI VIDYAPEETH, RAHURI, DISTRICT- AHMEDNAGAR (MS) MASTER OF BUSINESS MANAGEMENT (AGRICULTURE) COLLEGE OF AGRICULTURE, PUNE- 411 005 (2009)

This project report is dedicated to my parents and my soul Nation. I also dedicate this work to Institute and my beloved Friends.

-SUHAS

PROJECT REPORT ON

COMPARATIVE MARKET PATTERN OF MICRONUTRIENT IN PUNE AREA

AT

GREENCROP INTERNATIONAL PVT.LTD.PUNE

By Mr. SUHAS SURYABHAN WAGHMODE (Regn. No. 08/ 248)

Submitted to MAHATMA PHULE KRISHI VIDYAPEETH, RAHURI, DISTRICT- AHMEDNAGAR (MS)

in partial fulfilment of the requirements for the degree of MASTER OF BUSINESS MANAGEMENT (AGRICULTURE)

COLLEGE OF AGRICULTURE, PUNE- 411 005 (2009)

COMPARATIVE MARKET PATTERN OF MICRONUTRIENT IN PUNE AREA


A Project submitted to the MAHATMA PHULE KRISHI VIDYAPEETH, RAHURI, DISTRICT AHMEDNAGAR, (MAHARASHTRA)

in partial fulfilment of the requirements for the degree of MASTER OF BUSINESS MANAGEMENT (AGRICULTURE)

By Mr. SUHAS SURYABHAN WAGHMODE (Regn. No. 08/ 248) Approved by

Mr. B. T. Shinde Project Supervisor, Greencrop International Pvt.Ltd. Pune.

Prof. N. K. Kale Project Guide and Asstt. Professor of Agril. Economics, College of Agriculture, Pune.

Dr. R. K. Rahane Professor, M. B. M. (Agri.), College of Agriculture, Pune

Dr. B. R. Ulmek Associate Dean, College of Agriculture, Pune

Master of Business Management (Agri.), COLLEGE OF AGRICULTURE, PUNE- 411 005 (Maharashtra) (2009)

CERTIFICATE OF ORIGINALITY

This is to certify that the project entitled Comparative market pattern of micronutrient in pune area is an original work of the student and is being submitted in partial fulfilment for the award of degree in Master of Business Management (Agri.) of Mahatma Phule Krishi Vidyapeeth Rahuri- 413 722, District- Ahmednagar. This report has not been submitted earlier either to this University or any other University/ Institution for the fulfillment of the requirement of a course of study.

Mr. S. S. Waghmode

(N. K. Kale) Project Guide and


Asstt. Professor of Agril. Economics,

College of Agriculture, Pune- 5

Place : Pune Date : / /2009

Greencrop International Pvt. Ltd.


Shinde B.T. Project Supervisor, Greencrop International Pvt.Ltd. Pune.

CERTIFICATE

This is to certify that the project entitled Comparative market pattern of micronutrient in pune area submitted to the Mahatma Phule Krishi Vidyapeeth, Rahuri, Dist.- Ahmednagar (Maharashtra) in partial fulfilment of the requirements for the degree of MASTER OF BUSINESS

MANAGEMENT (AGRICULTURE) embodies the results of a piece of bonafide work carried out by Mr. Suhas S.Waghmode (Reg. no 08/248) under my supervision and that no part of the project has been submitted for any other degree.

Place : Date :

(B.T Shinde)

1 Amit Apartment, 1098 /1A, Model colony, Shivajinagar, Pune-411016 Phone: (020) 25667126, Fax: 020 25667127 Email: greencroppune@rediffmail.com

Prof. Kale N.K. Asstt. Professor of Agril. Economics, College of Agriculture, Pune

CERTIFICATE
This is to certify that the Project entitled Comparative market pattern of micronutrient in pune area' submitted to the Mahatma Phule Krishi Vidyapeeth, Rahuri, DistrictAhmednagar (Maharashtra), in partial fulfilment of the requirements for the degree of MASTER OF BUSINESS MANAGEMENT (AGRICULTURE) embodies the results of a piece of bonafide work carried out by Mr. Suhas S. Waghmode (Regn. No. 08/248) under my guidance and that no part of the project work has been submitted for any other degree or diploma. The assistance and the help rendered during the training period have been duly acknowledged. The suggestions made by the Evaluation Committee are incorporated in this project draft

Place : Pune. Date : / / 2009

(N. K. Kale)

ACKNOWLEDGEMENTS
This report has been made possible through direction and co-operation of various persons for whom I wish to express my sincere appreciation and gratitude. This acknowledgement is not merely a catalogue of names but an expression of deep sense of gratitude to all those who helped me in undertaking this project. I owe a great deal to Master of Business Management (Agriculture) for laying the building blocks of logic and pragmatism in my life. This report, in a way is a reflection of these values. I sincerely thank to Mr. S.W. Savant Chairman of GCIPL, Pune and my project supervisor Mr. B.T. Shinde Product Manager GCIPL, Pune for providing me an opportunity to do a very challenging and satisfying project in such an organization like Greencrop International Pvt.Ltd. Pune I express my heartfelt thanks to my project guide Prof. N. K. Kale Asst. Professor of Agril. Economic, College of Agriculture Pune his inspiring and affectionate guidance, constant encouragement and constructive attention during the course of my summer project. I am equally thankful to Prof. B.N. Pawar, Asst. Professor, of Agril. Economics, Prof. B. B. Gawade Associate Professor, of Agril. Economic, Dr. R. K. Rahane, Professor, Master of Business Management (Agriculture) for their valuable suggestions and guidance during the course of project. I am equally thankful to Dr. D. B. Yadav, Head, Deptt. of Agril. Economics, MPKV, Rahuri. I express my sincere thanks to Dr. B. R. Ulmek, Associate Dean, College of Agriculture pune. In the last but not least I am thankful to my parents and friends who guided and encouraged me throughout my training. I have a great satisfaction and immense pride in being a part of the organization as a MBM trainee for summer project. Needless to say errors and emissions are mine.

Place: Pune Date:

(Suhas S. Waghmode) Reg. No. 08/248

LIST OF SYMBOLS AND ABBREVIATIONS


Sr. No. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 Symbol $ % * < > AP B B2B BH DAP e.g. FAI Fe Fig GJ Govt. Ha i.e. INM KA Mg MH MN MOP MP LMT N N,P,K RCF SSP TN UP W.S.F Zn GCIPL IFFCO Description Dollar Percentage Biggest competitor Less than Greater than Andhra Pradesh Boron Business to Business Bihar Dia ammonium phosphate Example Fertilizer Association of India Ferrous Figure Gujarat Government Hector That is Integrated nutrient management Karnataka Magnesium Maharashtra Micronutrient Murate of potash Madhya Pradesh Lakh Metric tonnes North Nitrogen, Phosphorus, Potash Rashtriya Chemicals and Fertilizer Single super phosphate Tamil Nadu Uttar Pradesh Water soluble fertilizer Zinc Greencrop International Pvt.Ltd. Pune Indian farmers fertilizer cooperative organization.

EXECUTIVE SUMMARY
COMPARATIVE MARKET PATTERN OF MICRONUTRIENT IN PUNE AREA BY MR. WAGHMODE SUHAS SURYABHAN (Regd.No.08/248)
A candidate for the degree of

MASTER OF BUSINESS MANAGEMENT (AGRICULTURE) COLLEGE OF AGRICULTURE, PUNE-5 2009


Project Guide Department : Prof. N.K. Kale : MBM (Agri), College of Agriculture, Pune.

Importance of the Project


The fertilizer industry in India going through rapid changes, there are varieties of good products are available in the market. Innovation in seed sector, improvement in irrigation facilities, increased food demand of nation these are some reasons for creating wide improvement in agriculture. This improvement in agriculture also made possible due to increased awareness in farmer, understanding and acceptance of modern technology. This situation directly and indirectly helps to improve use of agrochemical and fertilizer. As development in agriculture has been take place, the fertilizer industry also going through improvement phase. With this plus point competition between fertilizer industries has become dangerous. Also government tries to maintain and improve fertilizer availability in all parts of India with certified quality measures, for that purpose new private player are entered in this market. Now a days in competitive business world, demand for product of one company has become uncertain and also life cycle of products have been shortened. In such situation, self evaluation is found to be immense important and this is possible through only market research of today growing fertilizer sector. Planning for product development and its advertising is crucial. This study will help in knowing the present competitor for company, Awareness and satisfaction level of farmer, perception of farmer towards the use of product. This

study also helps to search expectation of farmers, dealers and retailers from company. This work will be of great importance for company for its sales promotion and improve brand equity in farmers mind. India is 3rd largest producer as well as consumer of fertilizer in world. First fertilizer plant in India started at Ranipet in Chennai (1906) with SSP production of 6000 MT capacity. Fertilizer has great contribution in Green revolution in India. Regarding nitrogenous fertilizers, India is self sufficient to an extent of 86% (2007) of annual requirement. The requirement of phosphate is met by imports as the reserve or availability of rock phosphate is small in quantity. During last few decades many technology developments in fertilizers industry have taken place in our country. As a result of that new fertilizer product like water soluble fertilizer, micronutrient and foliar spray are made available in Indian market. Maharashtra has well developed agriculture sector with blooming production of Grape, Citrus, Pomogranate, Mango and all commercial vegetables hence micronutrient fertilizer has great demand and bright future in Maharashtra. Nashik, Sangli, Pune, Satara, Solapur, Kolhapur are leading district in use of micronutrient. In pune area average consumption of micronutrient is only 0.3 kg/ha (source www.Ariesagro.com) hence there is wide scope for micronutrient business. Objectives of the study 1. To find awareness level in farmers community about micronutrients of Greencrop. 2. To find out competitors in eastern Haveli. 3. To find out most preferred Greencrop micronutrient product. 4. Farmers and retailers expectation. Research methodology Research methodology adopted for study was survey method. Sample size for study was 30 respondents, in those respondent 10 progressive farmers, 10 nursery grower and 10 retailers (Agro service center) from territory. Location for study was Eastern part of Haveli where potential farmers have suitable cropping pattern for use of micronutrient. Questionnaire prepared for primary data collection with direct interview method. Secondary data collected from Internet, Reference books of Agri business management, Company website and annual reports etc. Percentage method used for analysis.

Results and discussions The study illustrated the following results: Greencrop brand known for its pesticide products than micronutrient products in pune area. Farmers in this area are literate. When we go for age level of farmers, we found that there is large group of young farmers having progressive attitude. Greencrop having four products of micronutrient in that Green Boron and Pavan have high sell than Satvak and Velor product. Greencrop is at fifth rank in pune market in selling of micronutrient. Ranadey, Deepak, Poorva, Ubichem and Century are biggest competitors in pune. Farmer expect Pavan micro product at cheaper rate with existing high quality. There is need to reach in farmers field with effective advertise and innovative products and which can be tapped by innovative marketing strategy. Findings Awareness about micronutrient fertilizer is 90 percent i.e. high awareness about MN and regarding Greencrop micronutrient it is 45 per cent which is low as compared to MN in east Haveli. Sources of information are generally media, ASC, marketing officer and agriculture officer etc. Media i.e. Agrowon Newspaper, DD Sahyadri and All India Radio Regional Station Pune contribute more role i.e. 45 percent followed by Agro Service Centre media 40 per cent. Marketing officer, agriculture officer and friend and relative circle also contributing in transfer of useful information about micronutrient. Ranadey, Deepak, Poorva, Ubichem these are most known companies and used by farmer in territory and found as competitors for Greencrop. 60 percent market of micronutrient is in favors of Ranadey. Farmer expects quality of product should be high. Greencrop should try to create awareness about MN this is opinion of 24 per cent farmer. Availability at nearer Agro Service Centre, product with affordable price, Technical guidance is expected by most of farmers with field visit of company personnel before and after use of product these are expectations of farmer from Greencrop. Expectations of retailer from Greencrop are more adervise at local and state level. 36 per cent retailer record opinion about adervertise. 36 per cent retailer wants to

increase Margin level of micro packs to improve sell activities of Greencrop products. 16 per cent retailer demands for marketing officer at regular interval and for counter creation at start of each season. flex, printing material, gifts, calender, notebook with name of his shop with Greencrop. Conclusion Awareness about Greencrop micronutrient products are quite low in this area. Some farmer are aware about its all four products. In this area Greencrop name is famous for its pesticide products than micronutrient. Awareness about greencrop through only dealer contact hence there is need to use media. Competitors for Greencrop in this area are Ranadey, Deepak, Poorva, Ubichem, Century, etc. Most demanded products of greencrop are Green Boron and Pavan. Satvak and Velor has low demand as compare to Pavan and satvak in selected area. Farmers expectation from Greencrop are cheaper rate of pavan product, excellent quality of all products, availability at village shop and technical guidence from company. Dealer expect increased margin level, marketing person of company in selected area. Advertise localy through demonstration, adopt one village for demo sample, training camp at six month interval etc. Suggestions To create effective awareness about micronutrient products, company should try to start Soil Testing Programme on the basis of no profit no loss though mobile soil testing van. Greencrop should give attention on advertisement because of most of the farmers are not aware of micronutrient products of company. Greencrop should advertise on DD Marathi channel at evening as it is the best way to improve Brand image in farmers mind. The company should conduct field trials of fertilizer and micronutrient in different locations of pune or adopt one village as sample village to show results. Greencrop should give attention toward the counter creation before starting season with appointing season wise good marketing personnel with 3:1 ratio (i.e. 3 dealers, 1 Marketing personnel).

Provide advertise material suitable for point of purchase with innovative idea and should be with shop name of dealer. Dealer and retailers has to be continuously motivated througha. Training programmes, visit to Agriculture Universities. b. Exciting policies like discount, incentives, gifts, etc. during off-season. c. Provide display material with name of Greencrop and dealer shop name d. Financial help for expansion business. e. Counter creation (retailer, farmer) by sale person of company to help retailer for expansion.

Waghmode Suhas S.

Page 1 to 35

1. INTRODUCTION
1.1 Concept and meaning
The term "fertilizer material" means one or more of the recognized nutrients, which are used primarily for growth of plant and its nutrient content. Fertilizers are derived from a wide variety of natural and manufactured materials and are sold in solid, liquid and gaseous form (anhydrous ammonia). These materials are designed for use or claimed to have value in promoting plant growth or increasing plant-available nutrient levels in soils. Nitrogen (N), phosphorus (P) and potassium (K) are referred to as primary nutrients. Calcium (Ca), magnesium (Mg) and sulfur (S) are termed secondary nutrients. The essential micronutrients are Boron (B), Chlorine (CI), Copper (Cu), Iron (Fe), Manganese (Mn), Molybdenum (Mo) and Zinc (Zn). Plants take up all these nutrients simultaneously and their requirements vary with type of plants, growth stages, yield potential, etc. Each of the micronutrients plays a specific role in the growth and development of plants.

1.2 Indian fertilizer industry scenario


One of the most significant achievements of the post independence period of our country has been the ability to achieve self-sufficiency in food grain production. Rapid growth and improvement of fertilizer industry is one of the big factors responsible for this achievement. Fertilizers are basic nutrient or original deficiency of nutrient in the soil thereby ensuring proper soil health. Fertilizers have played a dominant role in accelerating the growth of agricultural production in the country. The main reason for green revolution is enhanced use of fertilizer during the 70s and 80s. For instance the food grain production in the country during 1950-51, was 52 million tonnes and this reached to level of 108.42 million tonnes in 1970-71 mainly due to increased use of fertilizers. By 1990-91 it rose to 176.39 million tonnes and by 1999-2000 it further rose to a 206 million tonnes. In 2007-2008 it goes up to 221 million tonnes which is record break food grain production. Indian fertilizer industry has reached international levels of capacity utilization by adopting various strategies for increasing the productions of fertilizers. These include the following: Expansion and increase in efficiency through modernization and revamping of existing fertilizer units. Reviving some of the closed fertilizer plants. Using alternative sources, such as coal or liquefied natural gas for the production of fertilizers, especially urea.Establishing joint venture projects with companies in countries that abound in cheaper resources of raw materials.

India is 3 rd largest producer as well as largest consumer of fertilizer in world. First fertilizer plant in India started at Ranipet in Chennai in 1906 with SSP production of 6000 MT capacity. Regarding nitrogenous fertilizers, India is self sufficient to an extent of 86 per cent of annual requirement (2007). The requirement of phosphate is met by imports as the reserve or availability of rock phosphate is small in quantity. FAI reports showed the total installed capacity of fertilizer production in 2004 to be 119.60 LMT of nitrogen and 53.60 LMT of phosphate. These figures went up to 120.61 LMT of nitrogen and 56.59 LMT of phosphate in 2007. The target of production for 200809was set at 140.48 LMT of nitrogen and 68.20 LMT of phosphate. Though the target production was not met, there was a growth in production during 2008-09 as compared to the production during 2007-08. Indian fertilizer manufacturing companies has joined hands with companies in Senegal, Oman, Jordan, Morocco, Egypt, Tunisia and other countries. It is, therefore, evident that the Indian fertilizer industry has witnessed extensive growth and development in a short span of time. With such extensive growth, it is not surprising that the India ranks among the leading fertilizer manufacturing countries of the world. 1.2.1 Challenges before Indian fertilizer industry The challenges before the Indian fertilizer industry relate to the incertitude in the supply of fertilizers. There has been a surge in the demand for fertilizers in the past few years. Good monsoonal showers have led to the growth in agriculture, inadvertently increasing the consumption rate of fertilizers. However, the robust growth in consumption propensity has not been met with the required surge in fertilizer production. This has widened the gap between the demand and supply of fertilizers, which has led to an increase in the dependence of the country on imports. This also reflects on the lack of realizing of the domestic capacity utilization of the reserves in the country. Another important factor that has led to the stunted growth of the fertilizer industry is the rise in prices of the feedstock. The fertilizer industry is dependent on gas for the production of urea and phosphoric acid for the production of phosphatic fertilizers and DAP. The country imports its inputs from other countries. The overseas suppliers of raw materials realize the predicament of the Indian fertilizer industry and have started exploiting the shortage through clever pricing. During last few decades many technology developments in fertilizers industry have taken place in our country. As a result of that new fertilizer materials like micronutrient,

foliar spray, water soluble fertilizer are available in Indian market and use of which could help to improve the fertilizer use and save the loss of valuable input. In Maharashtra fertilizer consumption has gone up from 74.1 kg/ ha (1997-98) to 127 kg/ha (2008-09).Kolhapur, Sangli, Nanded, Jalgaon are the leading district in consumption of fertilizer per hectare, but the state found non availability of fertilizers a major issue in some areas like Marathwada and Vidarbha. (News2009). In Pune district area fertilizer consumption reach up to 138.7 Kg/ha (2007-08) which is at 8th rank in district wise consumption of fertilizer in Maharashtra. 1.2.2 Diversification opportunities for fertilizer companies Till 1993, Indian fertilizer industries were under control of government. Now except urea, potassic and phosphatic fertilizer are not in control of government. For urea plant government give subsidies and also recommend final selling price to industry but for potassic and phosphatic industry government only suggest pricing also give subsidies for price control and for import. Hence most of industries turn towards potassic and phosphatic fertilizer like DAP and mixed fertilizers. For such industry it is very easy to turn into other related business products like micronutrient fertilizer, Growth regulators and other improved products like Solubliser, Sticker, Sprayder etc. by using present distribution network with least manpower. 1.2.3 Micronutrient Plants need several inorganic elements for synthesis of their own cellular compounds, for seed/grain formation, maturity, formation of enzyme systems and as energy sources for their growth. These elements are essential nutrients having specific functions. Neither can a plant complete a healthy life cycle in the absence of even one of the essential nutrients nor can they be replaced. Nutrient elements like Nitrogen (N), Phosphorous (P), and Potassium (K) are required in large quantities and they are well recognized as major nutrients. While Calcium, Magnesium and Sulphur are considered as secondary nutrients, several other nutrients called micronutrients; though required in smaller quantities, are equally important for good growth and development of plants. The essential micronutrients are Boron (B), Chlorine (CI), Copper (Cu), Iron (Fe), Manganese (Mn), Molybdenum (Mo) and Zinc (Zn). 1.2.3.1 Important specific roles of micronutrients As each micronutrient has specific functions in plant system, no other elements can enact the role of micronutrients

A) Boron : A primary function of boron is related to cell wall formation, so borondeficient plants may be stunted. Sugar transport in plants, flower retention and pollen formation and germination also are affected by boron. Seed and grain production are reduced with low boron supply. Boron-deficiency symptoms first appear at the growing points. B) Copper : Copper is necessary for carbohydrate and nitrogen metabolism, so inadequate copper results in stunting of plants. Copper also is required for lignin synthesis which is needed for cell wall strength and prevention of wilting. Deficiency symptoms of copper are dieback of stems and twigs, yellowing of leaves, stunted growth and pale green leaves that wither easily. C) Iron : Iron is involved in the production of chlorophyll, and iron chlorosis is easily recognized on iron sensitive crops growing on calcareous soils. Iron also is a component of many enzymes associated with energy transfer, nitrogen reduction and fixation, and lignin formation. Iron is associated with sulfur in plants to form compounds that catalyze other reactions. Iron deficiencies are mainly manifested by yellow leaves due to low levels of chlorophyll. Leaf yellowing first appears on the younger upper leaves in interveinal tissues. Severe iron deficiencies cause leaves to turn completely yellow or almost white, and then brown as leaves die. D) Manganese Manganese is necessary in photosynthesis, nitrogen metabolism and to form other compounds required for plant metabolism. Interveinal chlorosis is a characteristic manganese-deficiency symptom. In very severe manganese deficiencies, brown necrotic spots appear on leaves, resulting in premature leaf drop. Delayed maturity is another deficiency symptom in some species. Whitish-gray spots on leaves of some cereal crops and shortened internodes in cotton are other manganesedeficiency symptoms. E) Molybdenum : Molybdenum is involved in enzyme systems relating to nitrogen fixation by bacteria growing symbiotically with legumes. Nitrogen metabolism, protein synthesis and sulfur metabolism are also affected by molybdenum. Molybdenum has a significant effect on pollen formation, so fruit and grain formation are affected in molybdenum-deficient plants. on older leaves also have been observed. F) Zinc : Zinc is an essential component of various enzyme systems for energy production, protein synthesis, and growth regulation. Zinc-deficient plants also exhibit delayed maturity. Zinc is not mobile in plants so zinc deficiency symptoms occur mainly in

new growth. Poor mobility in plants suggests the need for a constant supply of available zinc for optimum growth. The most visible zinc-deficiency symptoms are short internodes (rosetting) and a decrease in leaf size. Chlorotic bands along the midribs of corn, mottled leaves of dry bean and chlorosis of rice are characteristic zincdeficiency symptoms. 1.2.3.2 New concept of chelating agent The word chelate comes from the Greek word Chele, meaning claw. This claw action takes place when a metal ion (zinc, for instance) approaches the chelating molecule. The metal is drawn into the cage-like structure. Metal micronutrients such as Zinc, Manganese and Copper may be chemically changed and protected by forming a cage-like structure around the metal ions. It prevents unwanted and harmful reactions from taking place. When protected in this manner, the metal is considered to be chelated. When in chelated form, the metal isnt precipitated by phosphates, carbonates and other soil and fertilizer components. In this free, chelated form, it remains mobile and unfixed. It is able to move freely through the soil for uptake by the plant root system.

Case structure holds + ion reference Rahul mirchandani article Aries agro In present scenario of agriculture, it is expected to high yield by using least cost of input in such situation Integrated Nutrient Management has keen importance. With balanced nutrient management we can produce high as well as good quality produce for increasing population of India. In this text micronutrient business in agriculture has been introduce as a part of INM. This business has very high growing speed in Maharashtra due to cropping pattern and awareness in farmer about INM. To capture this new market many companies are engaged with using present distribution network of fertilizer. 1.2.3.3 Market demand for Micro Nutrients Indian agriculture is going through continuous development phase. Micronutrient demand is increasing tremendous speed. Effect of WTO in respect of nutrient deficiencies

found in all over world and India. It can cure with nutritious food for that nutritious agriculture is very necessary. Indian soils mostly defecate in Zn and deficiency of other nutrient like B, Mg, Mo, Fe is varies with area. Hence demand for micronutrient is high and going to be increase in future. The summary of demand estimate is presented below: Tab.1.2.3 Demand for Micronutrients (lakh MT) Micronutrients Before1999 2007-08 Zinc (as Sulphate) 57.71 308.05 Iron (as Sulphate) 17.34 92.60 Manganese(as Sulphate) 5.61 29.94 Copper (as Sulphate) 12.75 68.03 Boron 13.77 73.47 (Source -Micronutrient Manufacturers Associates of India) 2020 (estimated) 560 170 54 121 126

Micronutrient fertilizer category has tremendous scope in Indian agriculture for providing nutritious food for increasing population in future. 1.3 Importance of study The fertilizer industry in India going through rapid changes, there are varieties of good products are available in the market. Innovation in seed sector, improvement in irrigation facilities, increased food demand of nation these are some reasons for creating wide improvement in agriculture. This improvement in agriculture also made possible due to increased awareness in farmer, understanding and acceptance of modern technology. This situation directly and indirectly helps to improve use of agrochemical and fertilizer. As development in agriculture has been take place, the fertilizer industry also going through improvement phase. With this plus point competition between fertilizer industries has become dangerous. Also government tries to maintain and improve fertilizer availability in all parts of India with certified quality measures, for that purpose new private player are entered in this market. In today competitive business world, demand for one company product has become uncertain also life cycles products have been shortened. In such a situation, self evaluation is found to be immense important and this is possible through only market research of today growing fertilizer sector. Planning for product development and its advertising is crucial.

This study will help in knowing the present competitor for company, Awareness and satisfaction level of farmer, perception of farmer towards the use of product. This study also helps to search expectation of farmers, dealers and retailers from company. This work will be of great importance for company for its sales promotion and improve brand equity in farmers mind. 1.4 Objectives of study 1. To find awareness level in farmers community about micronutrients of Greencrop. 2. To find out competitors in eastern Haveli. 3. To find out most preferred Greencrop micronutrient product. 4. Farmers and retailers expectation. 1.5 Scope of study The present study was undertaken in eastern Haveli which known for its agriculture production in various commodities like fruits, vegetable, flower and also for its cereals production. Most of the farmers in this area are grown fruits like grapes, citrus, pomogranate, guava, custered apple, watermelon, papaya etc. Commercial vegetables like tomato, chilli, brinjal (fruity veg). Flower crops like gladiolus, rose, marigold, etc on open field. Nursery business in this area are well developed, all type of seedlings of agronomical crop, horticultural plants, ornamental plants and aesthetic plant are sold through retail and wholesale business. They are deal with all over Maharashtra for providing seedlings of various crops/plant. As a background of this area, fertilizer consumption is very high. By targeting potential farmers in this area we can find out various companies deals for micronutrient. This data is helpful for identifying competitors in that area. On response of farmers we can judge the age, educational level of respondent and awareness level about micronutrient as well as source of information. This study helps find awareness about competitors of company and host Company on which company can take decision about advertising camp and relative media which is found nearer to farmer. This study found to be very useful for find out demand for existing products of company by analysis farmer and dealer/retailer in that area. Also identify satisfaction level, influencing factors, ignoring factors in use of micronutrient. With all this information we can find the penetration of company in market and improve promotional activities.

2. RESEARCH METHODOLOGY
This chapter will explain the methodology adopted to fulfil the objectives under the study. The study is mainly concerned with awareness regarding micronutrients, competitors, most demanded products and expectations of farmers and retailer from Greencrop. Keeping these points in view, the research procedure is adopted to examine the above said aspects has been explained below. 2.1 Location of study In the present scenario the project was done in east Haveli tahsil i.e. Kunjirwadi, Naygaon, Koregaon, Urulikanchan, Kolwadi, Khamgaon, Manjari kh, Wadachiwadi and Theur, villages of Pune district were selected for the study to the comparative market pattern of micronutrient in pune area with respect to other different private fertilizer companies present in the market. This will help the company in formulating its marketing plan.

Map2.1 Pune Haveli taluka (Source-www.ZpPune.gov.in)

2.2 Data collection Primary and secondary types of data used for the purpose of study.

2.2.1 Primary data Primary data was collected for the year 2009 with the help of questionnaire and direct interviews of farmers and retailers. The other methods such as observations had been used for the purpose of data collection. 2.2.2 Secondary data Secondary data for the study has been collected from books, reports, official publications of the organization and internet which have helped in getting an insight of the present scenario in the operation of the company. 2.3 Questionnaire design The questionnaire used for data collection was a mixture of open ended, closed ended, dichotomous and multiple choices questions. The words were simple and help in avoiding confusing and misunderstanding among the respondents. Language used for survey is totally Marathi due to nature of responded. 2.4 Sample unit and size The survey was done with direct interviews of 10 progressive farmers, 10 progressive nursery owners and 10 retailers, thus total 30 samples were considered for the present study. 2.5 Sampling frame Purposive sampling was used as a sampling method. The list of retailers along with area was given by the company. The retailer and farmers were selected from potential area of grape growers, vegetables growers and flower growers from the selected villages. 2.6 Analytical tools The collected data was analyzed according to the objectives by using the tabular, graphical, Scouring and percentage method.

3. RESULTS AND DISCUSSIONS


Generally this chapter deals with the analysis of data concerned to the different aspects of the present study and presentation of results. The main objectives of the study was to find out the awareness level about micronutrient fertilizer as well as Greencrop micronutrient products like Satvak, Green Boron, Velor and Pavan, identify most preferred product and also focus is given on the identifying the influencing and ignoring factors in micronutrient use, expectations of farmers and retailer from company. An attempt therefore, is to explain the results of the above said aspects are discussed.

3.1 Profile of company


Greencrop International Pvt.Ltd. Pune was established in 2001 with an aim to cater to the needs of the farmers by conducting sales and distributing branded products like fertilizers, pesticides, seeds etc. and set high standards of performance and ethics in one of the most unorganized sector. The registration of the company M/s Greencrop International Private Limited, with a mere fund of Rs 50 Lacs and beginning of its marketing activities for other companies products. Over a period of time, the company decided to venture into the business of pesticide manufacturing where by a unit was put up in 2003 and engaged Hyderabad based specialist job work activities, M/s Vantech Chemicals Ltd to do the toll manufacturing. Greencrop was then come out in the market with its own pesticide brand. Today Greencrop has reached a level of high performance on all parameters of financial growth i.e. sales, profitability and net worth. The turnover of the company in the year 2007-08 was 50 cores and is expected to growth exponentially for the current year. The company staunchly believes in delivering quality products and till date has never compromised. There was a period of crises when the needs of the farmers were not identified properly. The crises was then determined when Greencrop took the onus of identifying their needs and came out with the need based products and also gave the dealers the much wanted brand identity for their products. To actively work for rural uplift through guidance, advice and service to the farmers in co-operation with all other agencies working for agriculture development and allied activities, to develop, train and maintain a team of motivated and disciplined personnel with required skills and abilities, and to encourage innovation development of adequate internal resources for continual growth and expansion with these points company is on work.

In present Greencrop has alliance for marketing for manufactured products with reputed companies like Sumitomo India Pvt Ltd, Japanese company for pesticides and Isagro Asia Ltd, an Italian company for pesticides. Greencrop has wide network of distributors and dealers in all major states that include 27 distributors and 550 direct dealers in Maharashtra, Gujarat, Andhra Pradesh, Chhattisgarh, Madhya Pradesh, TN and Karnataka. To support this wide and large network company has branches at Hyderabad, Bangalore, Coimbatore, Raipur, Indore, Akola, Ahmadabad, company plans to open new branch office Delhi and Kolkata to support North and Eastern part of India.

3.1.1 Organizational structure CHAIRMAN (C.E.O)


BOARD OF DIRECTORS

MANAGING DIRECTOR

GENERAL MANAGERS (FERTILIZER)

GENERAL MANAGERS (MARKETING)

GENERAL MANAGERS (PESTICIDES)

EXECUTIVE MANAGER

EXECUTIVE MANAGER

EXECUTIVE MANAGER

FIELD ASSISTANTS

FIELD ASSISTANTS Figure 3.1 Organizational Structure of Company

FIELD ASSISTANTS

Management body of Greencrop consists of Chairman Mr. S.W. Sawant, Mr. R.Venugopal (MD), Mr. P.S. Deshmukh (Marketing director) and five director of Greencrop.

3.1.2 Product profile


Greencrop has 43 different product lines in pesticides, fungicides, fertilizers, micronutrients, growth regulators, weedicides fields. Company has plans to enter in seed, Animal feed etc. sectors in next year.

Some most demanded products of GCIPL from its wide range as below, A)Pesticide 1) Emigreen (Emidraclopride 17.8% SL) 3) Giphor (Phorate 10% CG) 5) Quinalcure B) Fungicide 1) Hexacure 3) Canopy C) Weedicide 1) Greenoxone (2-4 D salt) 3) Atragreen ( Atrazine 50% WP) D) Growth regulator 1) Green C C C 3) Green Life E) Micronutrient 2) Dhanraj 4) Green Boost 2) Glaphocure (Glaphosate) 2) Barrister 2) Mudra (Acetamiprid 20% SP) 4) Charm

Satvak (Chelated Zn)

Boron

Pavan (Micro mix)

Valor (Chelated Fe)

Greencrop has four micronutrient products in that Pavan is in powder as well as liquid form. Green nutri is a also one of the best product of Greencrop. 3.2 Profile of Sample area The selected east Haveli area consists of 10 villages i.e. Kunjirwadi, Naygaon, Koregaon, Urulikanchan, Kolwadi, Khamgaon, Wadachiwadi, ManjariKh, Theur, these villages are fall under scarcity area annual rainfall in that area 579.1 mm but these villages having well developed irrigation facilities and some villages like Koregaon, Kolwadi, and Naygaon are situated on river bank of mula-mutha.

Main occupations of this area are agriculture and marginal farmer are more in this area. Market availability, good transportation facilities and easy availability of raw material, all these points are found to be very beneficial for increasing farmer interest in agriculture which results in prosperous agriculture production and development. Living standards of farmer are appreciable. Farmers mostly cultivate fruit and vegetables with side business of flower. Some farmers are grown commercial flower cultivation of rose, gladiolus, aster to catch urban flower market. Grape and Sugarcane cultivation is at extensive level in this area. Watermelon, cucumber, papaya, custered apple also Chili, Brinjal, Tomato, Bittergaurd, Ridgegaurd etc. cultivation are found in some areas. Nursery business is having high demand from city business campus, school, and colleges. 3.3 Soil type status of area According to soil department of India, pedology of Pune area is one of the oldest and differentiated soil structures from other area. Pune area is rich with all type of soil. The following information is helpful to know about soil fertility status of Pune district.

Fig 3.2 Soil type status of Pune The above map shows various Soil types present in Maharashtra State. According to this map most areas of Pune district has Black soil. West side of Pune district shown by violet colour has Lateritic soil, middle part shown by pink colour has Red soil, and the portion shown by faint brown colour has shallow soil, and the remaining dark brown and white colour shows medium and deep black soil. For understanding soil status there is need to understand Nitogen, Phosphorus, Potash level in soil. PH level of soil is found to important. Micronutrient status is also immense important.

A) Tahsil wise fertility levels of Nitrogen

Fig 3.3 Nitrogen status of Pune The above map highlighted Nitrogen Fertility level of different talukas of Maharashtra State this data is based on data analyzed From year 95 to 99 which shows that Pune district have low fertility level of Nitrogen. This means Pune District required sufficient supply Nitrogen fertilizers. B) Tahsil wise fertility levels of Phosphorus Phosphorus status of soil in all tahsils in Pune district is as follows.

Fig 1.4 Phosphorus status of Pune

The above map highlighted Phosphorus Fertility level of different tahsils of Maharashtra State this data is based on data analyzed From year 95 to 99 which shows that Pune district have low fertility level of Nitrogen. And its neighbor district Ahmednagar and Solapur district shows very low Phosphorus level. This means Pune and its neighbor district required sufficient supply Phosphorus fertilizers. C) Tahsil wise fertility levels of Potash

Fig 3.5 Potash status of Pune The above map highlighted Potash Fertility level of different talukas of Maharashtra State this data is based on data analyzed From year 95 to 99 which shows that Pune district have high fertility level of Potash. Junnar and Ambegaon talukas of Pune have very high Potash fertility level. D) PH level of pune Pune Districts most of the region has Neutral type of soil. But some areas of Maval, Mulshi, Velhe and Ambegaon talukas have Acidic soil, while some areas of Bhor, Purandhar, Daund, Baramati and Indapur talukas have Alkaline soil.

Fig 3.6 PH status of Pune E) Micronutrient status Micronutrient fertilizer are plays vital role in INM programmes. Micronutrient deficiency is very specified it cannot be replaced by other nutrient. As agriculture production is going towards higher level soil nutrient status is goes towards lower side. In Haveli area most of the farmers concentrate on cultivation and high production of fruit and vegetable so that it is very necessary to know exact level of all nutrient in soil. With this information farmers can manage their INM programme and get high quality produce. In pune area micronutrient status as follows

Fig 3.7 Micronutrient status of Pune The above map highlights Soil Micronutrient Availability Status of Pune District. This map shows that Pune Districts soil has sufficient Cu, Fe and Mn micronutrients level

but it lacks in Zn. Junnar taluka shows Mn, Fe and Zn deficiency, Indapur also shows Fe deficiency and remaining all taluka shows Zn deficiency . From this data it is clear that Pune districts soil requires Zn Micronutrient. Other micronutrients like B, Mo, are at medium level which requires to be reclaimed. On this study this area are found to be very potential. In regard of purpose we are going to identify potential in this market for that farmer awareness level about micronutrient and awareness about Greencrop product. Competitor companies deal in that area and most demanded product with packing size are identified. Greencrop has four product of micronutrient we are going to find out more demanded product of Greencrop in sample area. According to objective results and discussion are given as below 3.4 Awareness level of farmer Prime objective of study is to find awareness level about micronutrient and awareness about company product in eastern Haveli. On this study we are able to know how much farmers are actually knows micronutrient and its use and on that basis company can change promotion strategy i.e. whether company goes for advertise campaign or go for sale promotion of product. If sufficient awareness about micronutrient and its role in nutrient management had been found then company can be go for direct sale promotion with positive direction and if not then company go for advertise/Awareness campaign. Awareness about micronutrient product in farmer community can be judge with direct interview. Age, education level, source of information these factors also improve our study and found to be helpful to reach at final conclusion. 3.4.1 Classification of farmers on the basis of age Farmers were classified according to their age groups like 18-25, 26-40, 41-50 and above 50 years. Generally, it is found that young farmers are easily diverted towards new things as compared to the other age groups.

80% 60% 40% 20% 0%

60% 40%

18-25 year 26-40 year 41-50 year

Above 50

Fig 3.2 Classification of farmers on the basis of age It is observed that in selected villages most of progressive farmers were from the young group which lies in between 26-50 years. It indicates young farmers were easily diverted towards new innovation or toward in search of good product. This study will help for finding the potential customers with minimum efforts. 3.4.2 Educational level of farmer Educational level of farmers might be important to judge the ability of farmer for acceptance of innovations. Farmers which are well educational background may be easily converted in potencial customer of our product. Primary Higher Secondary
50%

Graduation

0%

50%

Fig 3.3 Educational level of farmer From the above figure, it is revealed that all the farmers were literate which contributes equally from higher secondary and graduated. It was found to be very potential for acceptance of micronutrient product of Greencrop as a new Thus, it is conclude that most of farmers were young and well educated. 3.4.3 Awareness about micronutrient fertilizers category Farmers in this area are having well educational background which is found to be very helpful for having awareness regarding new things in agriculture and fertilizer

category. This information is useful for point out penetration of micronutrient fertilizer products in this area. On this information we can calculate awareness level about micronutrient and define promotional activities for micronutrient products.
Yes No

10%

90%

Fig 3.4 Awareness about Micronutrient fertilizer Micronutrient awareness in selected sample is 90 per cent Farmer actually knows the micronutrient product. It is good sign for company to convey message of own product category. Still 10 per cent are not known micronutrients and its use. 3.4.4 Sources of information related to MN There are different sources which provide agricultural and allied information like media (newspaper, television), agro service centre, agriculture officers, marketing officers of company etc. It is very important to choose the effective media of advertisement from marketing point of view. ASC MO AO
5% 40% 45% 5% 5%

Media

Friend/Relative

Fig 3.5 Sources of information In this area influence of media are very high farmer are depend on Agrowon, DD Sahyadri and regional all India radio station of Pune for agril information. Some farmers are the regular viewer of Etv Marathi (Annadata programme). Agro service center i.e. Krishi Seva Kendra has also play crucial role as a source of transferring useful information regarding micronutrient. Marketing officer, Agriculture officer and friends and relative

plays equal role for transfer of information. FM frequencies having high influence for recreational purpose. Company should give attention towards media advertising to reach number of farmer at a same time than print material. 3.4.5 Awareness about Greencrop Awareness about Greencrop and its micronutrient product was indentified with help of direct interview with farmer. It is most important part of project to find out awareness level in farmer community. Awareness has vital importance in agribusiness, if farmer are not aware about product category then it is very difficult to start from first step by single company. In present scenario Agriculture universities and Agriculture departments influence to farmers to adopt INM programme in field it is quite good for fertilizer industry. Farmers are aware about micronutrient as shown in Graph 3.4, now awareness about Greencrop Company in selected area was observed and results are depicted as follows.
60% 50% 40% 30% 20% 10% 0% Yes No 55% 45%

Fig 3.6 Awareness about Greencrop Greencrop is known to 55 per cent farmer from selected sample size, still 45 per cent farmer are not aware about micronutrient product range. During study one thing were found that some farmer are aware about pesticide product but they not aware about micronutrient product of GCIPL. Company should concentrate on 55 per cent respondents which are able to use micronutrient products of company in view to retain all existing customers. Remaining farmers can be aware with add camp, mouth to mouth communication from users and retailer contact. It is very useful to convey product information. 3.4.6 Different known micronutrient companies to farmer

As agriculture is open market business, number of different agriculture and allied companies are enter in this sector to provide input in agriculture field. In fertilizer sector many companies are engaged in production of micronutrients. They provide Zn, B, Fe, Ca, Mn etc. micronutrients. In east Haveli farmer are aware about number of micronutrient companies. This information found to useful for identify actual awareness.level about different companies and also for identifying competitors for company.
19 15 15

20 18 16 14 12 10 8 6 4 2 0

18

Respondent in numbers

9 4 5 2 5 6

Fig 3.7 Known micronutrient companies to farmer Micronutrient product of different companies available in territory and its information available with farmer was collected through interview method. Poorva, Ubichem, Deepak, and Ranadey these are most known companies and used by farmer in selected area. On this graph we can conclude that, awareness about Poorva, Ubichem, Ranadey, Deepak are more than Greencrop and these companies found to be competitor for Greencrop in present scenario of east Haveli. 3.5 Competitors for Greencrop This is second objective of this project to find out competitors present in east Haveli. It is most crucial part of this study and which are most helpful for company in formulating each and every business activity. Competitor activities are must to analyze to sustain in todays fast growing business world. Company has more interest to know the present competitors with general study on product, packing size, margin to retailer, marketing strategy. This will helps to company for identify immerging trends in micronutrient market.

As we seen (fig.3) most of farmer are aware about micronutrient and various companies are known to farmer (fig.6) from this study one thing is cleared that, in selected area micronutrient companies have good penetration. For this objective retailers were selected which actual deals with micronutrient fertilizer category. Following responses are given by retailer. 3.5.1 Most preferred micronutrient companies by retailer This Information is vital importance in sense of indentifying mostly preferred micronutrient and highest selling company in east Haveli area. This information also found to be helpful for judge penetration of competitors in east Haveli.
70% 60% 50% 60% 50% 40% 30% 80%

Fig 3.8 Most preferred companies by retailer Ranadey, Deepak, Poorva, Ubichem are most preferred by retailer, Aries and Greencrop are at second preference and Century and Ajinkya at third preference. Retailer told that these leading companies are demanded from farmers side due to more awareness created by those companies. 3.5.2 High selling companies Information about high selling companies in east Haveli found to be helpful for indentifying tuff competitor present in this territory.

60% 50% 40% 30% 30% 30% 20%

60%

High selling companies

Fig 3.9 High selling companies in east Haveli On retailer response we reached at conclusion i.e. Ranadey and Deepak are highest selling and found as a biggest competitor in territory. Poorva and Ubichem are immersed as potential competitors. Century, Aries and Ajinkya are immersing competitors in east Haveli. Table 3.5.1 Highly demanded products of Competitor companies It is very crucial to know highly demanded micro products of competitors with its packing sizes in territory for identifying competition for product type as follows

Sr.no 1 2 3 4 5 6 7

Company Ranadey Ubichem Poorva Deepak Aries Century Balraj

Demanded product Ranadey Zn, Mg, Borax Chillmix Kranti (micro mix), Zincsulf Chelamin Zinc, Chelamag Mangala (Mg) Balraj Ironman (Fe)

Most preferred packing Sizes 10 Kg, 15 kg 500 gm, 1 Kg 10 Kg , 15 Kg 15 Kg 500gm, 10 Kg 15 Kg, 25 Kg 10 Kg

On this table it is revealed that, Chelated Zn, Mg of Ranadey (10Kg, 15kg respectively), Kranti product of Deepak petrochemical has great demand which is available in 15 kg, Chillmix of Poorva (10 Kg and 15 Kg), Borax of Ubichem (500 gm and 1 Kg), Chelamin Zinc and Chelamag of Aries (500 gm, 10 Kg respectively) these products of competitors have high demand.

Margin given by different companies is depending on product nearly Rs.100 on 500 gm pack and margin is increase with increase in price. Retailers were not ready to told exact figures of margin. Marketing strategy of different companies are Bundle purchasing with discount, Margin level are increase with stoke, free gifts on regular purchase, free sample for progressive farmer, flex of shop name with company name, advertise at local level with sticker, pamphlets etc. 3.5.2 Annual sale of micronutrients On the basis of annual sale of micronutrients of different companies in territory, we are able to conclude present potential competitors for Greencrop. Table 3.5.2 Annual sale of micronutrients Company Aries Century Deepak Greencrop Poorva Ranadey Ubichem Sale in area(Tonnes/year) 2.11 3.21 5.21 2.99 3.70 5.91 2.81

It was found that Ranadey and Deepak are biggest competitor for Greencrop followed by Poorva, Century and Ubichem. 3.6 Most preferred products of Greencrop In present scenario Greencrop is at emerging stage. Greencrop all ready capture the pesticide market in most of part of India as well as Maharashtra. In fertilizer market Greencrop has made tremendous development and moves towards most recognized and appreciated company by farmer. For help to this development we are going identify demand for micronutrient products of Greencrop in east Haveli. Greencrop produce four type of micronutrient now days i.e. Satvak (Zn), Velor (Fe), Green Boron, and Pavan .Pavan product is available in two form soluble as well as

powder form. With objective we are going to identify most preferred Greencrop product on basis of farmer and retailer response. 3.6.1 Users of Greencrop For identifying most demanded products of Greencrop it is very essential to know exact users in territory.

40% User 60% Non user Yes

No

Fig 3.10 Users of Greencrop Form above graph we revealed that 40 per cent farmer are using Greencrop micronutrient products. They are called as Greencrop users. As above discussion we know that there were more awareness about micronutrient category and awareness about Greencrop micronutrient is at minimum level (Greencrop brands are knows for pesticide products than micronutrient in this area) hence fewer users are found in this area. Company needs to create positive brand image for all products to convert non users in to user group. 3.6.2 Products used by farmer Farmer were used micro pack depend on its cropping pattern and soil status. Satvak, Green Boron, Velor and Pavan are products of Greencrop which are suitable for this area. This information is useful for find out most demanded products of Greencrop in east Haveli.

50

Responses in percentage

50 40 30 20 10 0 Satvak Green B Velor Pavan 12.5 12.5 25

Greencrop micro products

Fig 3.11 Greencrop micronutrient products used by farmer This graph shows demand for micronutrient. On responses of user of Greencrop demand for Green Boron and Pavan product are more than Satvak (Zn) and Velor (Fe).demand for Green B (50 per cent), Pavan (25 per cent), There are reasons for high sell for Boron product due large area is under cultivation of Grape, Citrus, Watermelon, and Tomato. Such fruits and vegetables require Boron for avoiding fruits cracking and stone hardness in fruits. 3.6.3 Most preferred products on retailer response Retailer had given response for high demanded products by farmer as follows Green Boron having more demand (0.99 tonnes), Velor product sells is low as compare to other product (0.59 tonnes) and Pavan product of Greencrop has also great demand (0.74 tonnes) as Retailer told.
0.99 1 0.9 0.8 0.7 0.6 0.5 0.4 0.3 0.2 0.1 0 Total sale- 2.99 Tonnes/year

0.67 0.59

0.74

Quantity in tonnes

Satvak

Green B

Velor

Pavan

Fig 3.12 Most preferred product of Greencrop and its selling

On farmer and Retailer response we can conclude that Green Boron product has better demand than other product of Greencrop. Pavan micro mixture product and Satvak (Chelated Zn) product having quite good demand in market. Velor product of Greencrop has low demand in east Haveli area. Greencrop need to give more attention towards Velor and its promotion. There is need to repositioning of Velor products. 3.7 Expectation of farmer from Greencrop This objective is depending on farmers which are users as well as non users of Greencrop. Non users take in to consideration for find out reasons for ignorance of Greencrop micronutrient product. As we indentified age and educational level of farmer are suitable for accepting micronutrient as a required fertilizer product in agriculture for improving yield. Most of farmers are able to record his opinion about expectation from Greencrop. 3.7.1 Ignoring factors in use of micronutrients Greencrop users and non users are taken for this study. Study of ignoring factors in use of micronutrient products of Greencrop is to point out expectation and suggestion of farmer from company. It is found to very useful for company to come with innovations and improvement in upcoming days.

13% 20%

28%

9% 30%

Less effective

Good response to other fert

Fig 3.13 Ignoring factors in use of Micronutrient Large group of farmer (30 per cent)told that Price is big factor for ignoring micronutrient product for us. Less effectiveness of micronutrient (28 per cent) as second factor. 20 per cent farmer mentioned his opinion in response of Less awareness and Good response given by other fertilizer than micronutrients i.e. Results of micronutrients are not

seen effectively, we are not get yield as we paid price for it. This opinion recorded by 9 per cent farmer. Some farmers (13 per cent) are gave different reasons like non availabilities in area. Side effect are seen on crop, Cropping pattern are different , Attractiveness of product, retailer behaviour are stimuli to us to go far from micronutrient products. With these points farmer gave opinion about expectations from Greencrop to avoiding or ignorance of product as follows 3.7.2 Farmers expectation from greencrop Farmer expectation and company perception is vital importance in agribusiness. Without feedback from farmer it is very difficult to sustain in todays tuff competition. This study is found to be helpful to know expectation of farmer from Greencrop for improvement.

Fig 3.14 Expectation of farmers from Greencrop From this graph we revealed that Farmer expects company should concentrate on advertise because we are know your product when we went in shop before that we dont know greencrop have its micronutrient products but if we are aware your product through advertise it is very easy to us to demand micro packs of your company. Quality with Cheaper rate are most expected points by farmer. Availability and technical guidence are expected by farmer at start of season and technical guidence for use of product in fruit orchids of farmer at regural interval.

3.7.3 Retailer expectations from Greencrop Retailer are most important for agribusiness and its marketing. Company is not directly connected with farmers, dealer and its network is representative or mirror of company. retailer activities are greatly connected with company selling. More importance after customer is to for retailer. For

maintain good relation with retailer, his expectations must be taken in to consideration. For that we find out expectation retailer from Greencrop.
Margin Training
8% 36%

Mark.officer Other 4%

Advertise

36%

Responses in %

16%

Fig 3.15 Expectations of retailers from Greencrop On this graphical response we can conclude that retailer expect more adervise at local and state level. They wants to increase Margin level of micro packs to improve sell activities of Greencrop products. Most of retailer from this area demand for marketing officer with at regular interval and for counter creation at begaining of season. Training for dealer and retailer on basis of retaintion of customer in this business at six month interval. Some retailer are expect flex, printing material, gifts and other stationary material with his shop name. 3.8 Findings Followings are the some findings related to study of comparative market pattern of micronutrient in pune area with Greencrop micronutrient products 3.8.1 Findings from farmers response In East Haveli most of farmers are young 60 per cent with well educational background and these farmers can be easily converted into potential customer. Awareness about micronutrient fertilizer is 90 percent i.e. high awareness about MN in east Haveli.

Sources of information are generally media, ASC, marketing officer and agriculture officer etc. Media i.e. Agrowon Newspaper, DD Sahyadri and All India Radio Regional Station Pune contribute more role i.e. 45 percent followed by Agro Service Centre media 40 per cent. Marketing officer, agriculture officer and friend and relative circle also contributing in transfer of useful information about micronutrient Awareness about Greencrop micronutrient is 45 per cent i.e. low in east Haveli. Ranadey, Deepak, Poorva, Ubichem these are most known companies and used by farmer in territory and found as competitors for Greencrop. 60 percent market is in favors of Ranadey. Green Boron have 50 per cent preference from farmer i.e. at first position, Pavan is at second position and Satvak at third position and Velor at forth position. Ignoring factors in acceptance of micronutrients are higher price 30 per cent followed by less awareness about micro products, less effective nature i.e. result are not shown effectively by used micronutrient. 9 per cent farmers also told that other fertilizers are found more useful than micronutrient, we doesnt felt need of MN. 13 per cent farmers ignore MN due to packing size, its attractiveness and cropping pattern. 26 per cent farmer expects quality of product should be high. Greencrop should try to create awareness about MN this is opinion of 24 per cent. Availability at nearer Agro Service Centre, product with affordable price, Technical guidance is expected by most of farmers with field visit of company personnel before and after use of product these are expectations of farmer from Greencrop. 3.8.2 Findings from retailers response Agro service centers i.e. retailer in this area are prefer companies like Ranadey Deepak, Poorva, Ubichem, Century, Aries, Ajinkya, Balraj etc. 80 per cent retailers of east Haveli prefers Ranadeys micronutrient product. Ranadey (5.91 tonn/year) Poorva, Ubichem, Century and Deepak are high selling companies and found as competitors for Greencrop. Green Boron has high sell up to 0.99 tonnes/year and Pavan has better selling i.e. 0.74 tonnes/year and Satvak and Velor has comparatively low selling. Kranti product(Micro mix) of Deepak petrochemical has great demand which is available in 15 kg, Chillmix of Poorva (10 Kg and 15 Kg), Borax of Ubichem (500 gm and 1 Kg), Chelated Zn, Mg, Fe of Ranadey (500 gm,10Kg,15kg respectively).

Chelamin Zinc, Chelamag and Chelafer of Aries (500 gm, 1Kg and 10 Kg respectively) these products of competitors have high demand. Expectations of retailer from Greencrop are more adervise at local and state level. 36 per cent retailer record opinion about adervertise. 36 per cent retailer wants to increase Margin level of micro packs to improve sell activities of Greencrop products. 16 per cent retailer demands for marketing officer at regular interval and for counter creation at start of each season. Training for dealer and retailer on basis of retaintion of customer in this business at six month interval. flex, printing material, gifts, calender, notebook with name of his shop with Greencrop. 3.9 Conclusions From study we can conclude that, in east Haveli micronutrient market are well developed due to its cropping pattern. Most of Farmers are aware about micronutrient fertilizer and its importance in Integrated nutrient management (INM). Awareness about Greencrop micronutrient products are quite low in this area. Some farmer are aware about its all four products. In this area Greencrop name is famous for its pesticide products than micronutrient. Awareness about greencrop through only dealer contact hence there is need to use media. Competitors for Greencrop in this area are Ranadey, Deepak, Poorva, Ubichem, Century, etc. Most demanded products of greencrop are Green Boron and Pavan. Satvak and Velor has low demand as compare to Pavan and satvak in selected area. Farmers expectation from Greencrop are cheaper rate of pavan product, excellent quality of all products, availability at village shop and technical guidence from company. Dealer expect increased margin level, marketing person of company in selected area. Advertise localy through demonstration, adopt one village for demo sample, training camp at six month interval etc. 3.10 Suggestions Based upon the findings and conclusions of the study the following suggestions can be drawn. 3.10.1 Related to Farmers To create effective awareness about micronutrient products, company should try to start no profit no loss Soil Testing Programme though mobile soil testing van. Greencrop should give attention on advertisement because of most of the farmers are not aware of micronutrient products of company. Greencrop should advertise on

DD Marathi channel at evening as it is the best way to improve Brand image in farmers mind. Greencrop must give advertise on FM channel most of pune farmer are young (Age 25-40) always listening FM frequencies and this is cheapest and innovative way to reach at potential farmer field than reach with printing material. Greencrop must arrange the awareness camp all over Maharashtra along with sale promotion (no profit no loss sell, W.S.fertilizer + micro pack) sponsoring social programmes, Award like best Greencrop grape grower, best florist, best farmer. The company should conduct field trials of fertilizer and micronutrient in different locations of pune or adopt one village as sample village to show results, as many framers complained that result of company product and Competitor Company is not up to the mark. 3.10.2 Related to retailers Greencrop should provide attention to retain the retailer of company in pune area. Greencrop should give attention toward the counter creation before starting season with appointing season wise good marketing personnel with 3:1 ratio (i.e. 3 dealers, 1 Marketing personnel). The company should improve its network as many retailers told that company person not visit in their shops form long period of time. Provide advertise material suitable for point of purchase with innovative idea and should be with shop name of dealer. Dealer and retailers has to be continuously motivated throughi ii iii iv v Training programmes, visit to Agriculture universities etc. Exciting policies like discount, incentives, gifts, etc. during off-season. Provide display material with name of Greencrop and shop name Financial help for expansion, Credit business (whenever needed). Counter creation by sale person of company to help retailer for expansion.

*****

REFERENCES
Kotler Philip and Kevin Lane Keller. 2009. Marketing Management. Book published by Prentice Hall of India Private Limited, M-97,Conaught circus, New Delhi110001.ISBN-978-81-203-3570-7. Pages- 662. Kulkari M.V. 2000. Marketing Research Book published by Everest Publishing House, Pune-411030. ISBN-81-7660-070-9. Pages-242. Pandey and Teewari. 2004.Rural and agriculture marketing, opportunities, challenges and business strategies Book published by International book distributing company.Pages 348 Rajendra Nargundkar, 2008, Marketing research text and cases, Book published by Tata McGraw-Hill publishing company Ltd. New Delhi, India Websites explored for scanning the literature http//www.Greencrop.co.in http//www.zppune.gov.in http//www.fert.nic.in http//www.indiastat.com http//agri.mah.nic.in

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APPENDIX-1
QUESTIONNAIRE FOR FARMER AND NURSERY OWNER
1. Personal information Name: .. Dist

Address :- Village Taluka

Phone - Mob No .. Age: a) 18-25 yrs b) 26-40 yrs c) 41-50 yrs d) 50 & above Occupation a) Farmer Educational qualification: a) Primary 2. Land holding pattern (Acre) a) Below 5 Acre b) 6-10 Acre c) Above 10 Acre b) sec. / higher secondary c) Graduation b) Nursery

For Nursery Owner (Acre) a) Below 1 Acre b) 2- 5 Acre c) Above 5 Acre

3. Which are major nursery/ornamental plants grown by you? Name of crop Area

4. What are the various fertilizers you used in your nursery? a) Chemical fertilizers (Granular) b) Liquid Fertilizer c) Bio fertilizers d) Manure e) Others ..

5. Quantity required in kg/year? a) Chemical fertilizers (Granular) --------------------b) Liquid Fertilizer c) Bio fertilizers d) Manure e) Others ---------------------------------------------------------------------------------------

6. Do you aware about Micro nutrient fertilizers? a) Yes If yes, source of your information through, a) Marketing officer b) Agricultural officer c) Radio / Newspaper d) Friends & relatives e) Krishi Seva Kendra 7. What are the entire companies of micro nutrient those you know? a) Ubichem b) Aries agro c) Century d) Ubichem e) Poorva Chemicals f) Ranadey Chemicals g) Deepak 8. Do you use micro nutrient fertilizer for your nursery/ornamental plants? a) Yes If yes, Sr.no 1 2 a) Total usage of chemical fertilizers (Granular) per year b) Total usage of Micro Nutrient fertilizers per year Nursery plant Micro Nutri. Used Quantity used/year b) No b) No

9. Ranking the Micro Nutrient fertilizer company on the basis of their Effectiveness, (ranks1, 2, 3, 4 & 5) a) Ubichem b) Deepak c) Century d) Aries agro e) Ranadey Chemicals f) Poorva g) Greencrop 10. Do you know Greencrop company? a) Yes If yes 11. Do you use its micro nutrient product? a) Yes If yes 12. Which product you use? a) Satvak (Zinc) b) Green Nutri (Foliar Spray) c) Green Nutri (Soil Applic ) d) Tribute (MgSo4) e) Green Boron f) Velor (EDTA) g) Dhanraj (Biostimulant) h) Pavan (soln/ powder)
n

-------------------------------------------------------------------------------

b) No

b) No

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13. Level of your satisfaction with respect to effectiveness of Greencrop micro-nutrient? a) Highly satisfied b) Satisfied c) Dissatisfied d) Highly dissatisfy ----------------------------------------------------------------------

14. How long you have been using Greencrop (micro-nutrient) fertilizers for your Nursery/ornamental? (Month/year)

15. Have you repeated the purchase of Greencrop (micro-nutrient) fertilizer for your nursery/ornamental? a) Yes If yes, how many times you have repeated the purchase for the last one year? a) Only once b) Twice c) Thrice d) b) No

16. Which factors responsible / you judge for your satisfaction? Strongly Agree Quit Agree Disagree

Price Brand Name Quantity Quality & Effectiveness Advice by other Convenient Packing 17. Benefits of Greencrop (micro-nutrient) fertilizers; in your point of view? Strongly Agree Save Cost Good Quality Convenient to use Convenient Packing Plant Growth Increase Root Formn. Increase Yield 18. In your opinion, what are the resources that ignore the application micro-nutrient fertilizers? a) Effectiveness is less / side effect if not use properly b) Better response of nursery plants to other fertilizer than micro nutrient. c) Price d) Less awareness regarding micro-nutrient fertilizers e) Others .. 19. Your suggestion & expectations about Greencrop (micro-nutrient) fertilizers a) . b) . c) Agre e Neither or Nor Disagree

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QUESTIONNAIRE FOR RETAILER (ESTERN HAVELI AREA)


1. Personal information Name: ..

Address :- Village Taluka Phone - ..

e-mail -

Age: a) 18-25 yrs b) 26-40 yrs c) 41-50 yrs d) 50 & above

Educational qualification: a) Primary b) sec./ higher secondary c) Graduation d) P.G

2. Business Network : No. of Village Turnover/year 3. Which fertilizers type are available in shop? a) Chemical fertilizers (Granular) b) Liquid fertilizer c) Bio fertilizer d) Others . 4. Which fertilizer company mostly preferred by you? a) RCF b) Deepak c) Zuari d) Vardhman e) Greencrop 5. Do you sell micro nutrient fertilizers? a) Yes b) No

If yes, 6. Which are those micro-nutrient companies?

Company Deepak Ubichem Greencrop Century Ranadey Chemicals Poorva chemicals Aries Agro

Response

7. Which Micro-Nutrient Fertilizer Company has more demand? Company Ubichem Deepak Greencrop Century Ranadey Chemicals Poorva chemical Product Packing size Strategy/scheme Sell/season

8. How long you have been with Greencrop (micro nutrient) fertilizer? (Month/year) 9. Which product of Greencrop has more demand? a) Satvak (Zinc) b) Green Nutri (Foliar Spray) c) Green Nutri (Soil Applic ) d) Tribute (MgSo4) e) Green Boron f) Velor (EDTA) g) Pavan (soln/ powder)
n

------------------------------------------------------------------------------------------------------------------

10. Ranking the level of satisfaction in selling of micronutrient fertilizer? (1-very good, 2- good, 3- moderate, 4- fair, 5- other) MN Fertilizer Greencrop Ubichem Deepak Century Aries Ranadey Poorva chemical Product Packing Size Scheme Margin

11) Total selling of micro nutrient fertilizers per season? Product a).., c).., b) ..,.d).,... 12. In your opinion, what are the reasons that ignore the application micronutrient? a) Price b) Packing size c) Quality d) Effectiveness is less / Side effect if not use properly e) Better response of nursery plants to other fertilizer than micronutrient. f) Less awareness regarding micro-nutrient fertilizers g) Others .. 13. Your suggestion & expectations about Greencrop (micro nutrient) fertilizers a) . b) . c) .

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APPENDIX-II
Domestic competitors companies :Sr.no 1 Company name M/s.Ranadey* Micronutrient Pvt.Ltd. M/s.Century Agro* Chemicals. M/s.Vainatey Chemicals Product Pvt. Ltd. M/s. Multiline Agro Industries. M/S.Evergreen* M/s.Kamdhenu Chemical &Ferti. Industries* M/s.Hemant Agro. Advance Agro Consultants Pvt. Ltd. M/s. Deepak Agro* Solution Ltd. M/s Dhanashree Agro Industries* M/s Vasantdada* Sugar Institute. M/s. Niku Bio Research Lab. M/s. Mitcon* Biotechnology Centre. M/s. Mukta Chemecals, Baramati M/s. Pochem Hyginee Laboratories M/s. Ruchita Chemicals and Fertilizers M/s. Bio Agro Ferticon, Address S.No. 11 /3A Kondhawa, Pune. Pisoli, Tal.Haveli, Pune Urulikanchan C-23 Shivam, Near Shankar Math, Pune-13 Gat No.787,Plot No.10 Velu,TalBhor,Pune. Prasd Ind. Estate, Sr.No.12/16,NandedGaon, Tal. Havali S.N.133/9/1/1,UraliDevachi,Haveli, Krushi Bhavan,1379 Bhavani Peth,Pune-42 188,Pirangut Tal-Mulshi Dist-Pune A/p- Shivane ,S.No.5/1,Tal - Haveli Dist- Pune. Opp.Golf Course Rd. Shastri Nagar, Yerawada, Pune-6 H.No. 193,Ward -4 Prabhag No.2 MalwadiRoad, Indapur, Manjari (BK) Tal. Havali, Dist. Pune 613 Nana Peth, Pune Dr.Manibjai Edsai Nagar, N.H.No.4, Warje, Malwadi, Dist. Pune Plot No. C-24, M.I.D.C. Baramati, Dist. Pune S.No.79/2/2 Ambervet, Tal.Mulshi, Dist.Pune Gat No.415,A/p Bhagadi, Tal. Ambegaon, Dist.-Pune. 290/6 Mangalam, S.No. 17/3, Keshav Nagar, Mundhwa,Dist. Pune, Business area MH,GJ, AP,KA MH,GJ,

MH,GJ

4 5 6 7 8 9 10

MH, MH MH MH MH MH,GJ, KA,AP MH,AP

11 12 13 14 15 16

MH, MH,GJ, MH MH MH,AP, KA MH

17

MH

18 19 20 21

M/s. Rich Bio-tech, Lohgaon M/s. Ajay Bio Tech (India) Ltd. M/s. Chirayu Biotech, M/s. Pralshar Bio Products Pvt.Ltd. M/s.Krishna Fertilizer, Pune

272/2/1,Sathenagar,Lohagaon, Pune A/p, Khalad, Tal.Purandhar, Pune A/p. Champagne Vineyards Colony,Yedgaon,Tal.Junnar, Pune W-36, M.I.D.C. Kurkumbh, Tal.Daund, Dist. Pune Gat No.139, Sutarwadi, Abervet, Tal. Mulshi, Dist.Pune Sr. No.137, A/p Devachi Urali, Tal. Haveli, Dist.Pune

MH MH MH MH

22

MH

23

M/s. Ajnkya* Chemtech Pvt. Ltd.

MH

Competitor present in Maharashtra :1 2 M/s.Aeries Agrovet* Industries Ltd., M/s. Reliance Plant Stimulator, Kharghar M/s. Rashtriya* Cemicals & Fertilizers M/s.Indo Deutsche metallo Chimique Ltd M/s.Swaroop Agro Chemical Industries. M/s. Maharashtra Organic Fertilizer, Nashik M/s. Kenso Agro Chemicals, M/s. Unik Biotech Research, Aries house Plot No-24 Deonar Govandi (E), Mumbai-43 Shree Munisuvrat Complex, Rahnal Govthan Road, Rahnal, Tal. Bhivandi, Dist.-Thane. Microla Plant, R.&D. Agri R.C.F Chembur, Dist. Thane C-41,M.I.D.C.Lote Parshuram,Ratnagiri Plot No.W.47(A),MIDC Near CCL,Satpur, Nashik-422007 Gut No. 354, Pimpaleshwar Area, Zadi, Tal. Malegaon, Nashik Sr.No.551/2-D/1, Plot No.2Chinchkhed Rd.Pimpalgaon B-178, Shree Samarth Co.Opp.Industrial Estate, Mukhed Road, Pimpalgaon Ghannil Aptt. Near Vanraj Soc. Dwarka, Nashik 71-B, Musalgaon, M.I.D.C.,Sinner, Tal.Sinner,Dist.Nashik H-129, M.I.D.C. Ambad, Dist.Nashik S.No.A-24/25, Samarth Co.op.Industrial Estate, Pipalgaon (B) Tal-Niphad, MH,GJ,KT, AP,KL,TN, MH,GJ

MH,GJ,AP, TN,KL MH, MH

4 5

6 7 8

MH,GJ MH, MH,

9 10 11 12

M/s.Atharva AgroChemicals M/s.Agro Care BioTech, Sinnar M/s. Johnson India,* M/s.Poorva* Chemicals,Pipalgaon

MH, MH, MH,KA,AP MH,

13

14

M/s.Vidarbha Orgaincs Pvt. Ltd. Jalgaon M/s. Enrich Fertilisers Satod M/s. Samruddhi Chemicals, Pvt. Ldt. M/s.Green Field Chemicals, M/s.National Agro Chemical,Industries M/s. Pravra Biotech, M/s.Vardhaman Hitech Sanghvi Quality* UBICHEM Lokmangal Bio Tech* M/s.Western Maharashtra Agro Chemicals M/s.Pratik Industries.Sangli M/s. R.R.Patil (Aba) Agriculture Produce ProcessingCo.Op.Soc M/s. Varsha Agro Industries, Tasgaon M/s.Krishi Padvidhar Audogik Sangh.Ltd* M/s. Phoneix Agro Chem. M/s. Greenway Agro Industries M/s.Maharastra Agro The M.A.I.D.C.Ltd.* Zuari chemicals * Mahafeed *

15

16 17 18 19 20 21 22

191, M.I.D.C.Area Jalgaon Tal. Jalgaon, Dist. Jalgaon Gat No. 144, Plot No. 6, Shridhar Nagar, Gima Pumping Road, Jalgaon A/84-85,M.I.D.C. Industrial Estate, Ajantha Road,Jalgaon 9,Navi Peth,Station Rd, Jalgaon S.No.929,K.G.Road Akole Dist-A,Nagar Gat. No.61/6,At.Post-Chikhali, A.nagar, G.No.123/1B, Kolegaon,Mohol 85/87, Industrial Estate No.2, M.I.D.C. Barshi.Dist.Solapur No.520,A/p Bibi-Darphal, N.Solapur, Plot No.356, Chandur Road, A/p.Kabnur, Tal.Hatkanangle E-30,M.I.D.C.Kupwad, Sangli Plot No.H-16, M.I.D.C. Kupwad, Tal. Miraj. Sr.No.2681, Kashipura, Tasgaon Marketyard,Islampur, Tal. Walwa, Sangavi ,Shirwal W-25,Add.M.I.D.C. Jalna-3 Gut No. 206,Village Panshendra, Jalna Civil Lines, Nagpur Rd Wardha Rajan House,Prabhadevi Mumbai -27 Zuarinagar, Goa Mahafeed Gokhalenagar pune

MH,

MH,GJ

MH,

MH,GJ MH, MH, MH, MH MH MH,

24 25

MH, MH,

26 27 28 29 30 31 32 33

MH MH, MH, MH, MH, MH, MH,GJ,KT, MH,GJ,KT,

* Biggest competitors for Greencrop at present and in future.

VITA MR. WAGHMODE SUHAS SURYABHAN (Regn. 08/ 248) A candidate for the degree of MASTER OF BUSINESS MANAGEMENT (AGRICULTURE) (2009)

Title of the project Department

: Comparative market pattern of micronutrient in Pune area. : Master of Business Management (Agriculture)

Bio-graphical Information Personal : Born at Tambole, Tal. Mohol, Dist. Solapur. On 18th Feb. 1986. Son of Shri. Suryabhan D. Waghmode and Sou. Sunanda Suryabhan Waghmode.

Educational

: Attended S.S.C. at Vidyamandir Tambole, Tal-Mohol and securing First Class. Passed H.S.C. with First Class from Netaji science junior College Mohol, Dist. Solapur. Received B.Sc (Agriculture) with CGPA 7.44 from LMK Collage of Agriculture Kadegaon, Tal Kadegaon, Dist Sangli. Affiliated to M.P.K.V. Rahuri. Pursuing Master of Business Management (Agriculture) at College of Agriculture, Pune (2008-10) under M.P.K.V Rahuri.

Address

: A/P-Tambole, Tal-Mohol Dist-Solapur 413213 Contact No: Res. no- 02189 254281, Mob no. - 9096578758 E-mail Id: suhas8081@rediffmail.com

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