Post on 11-Mar-2015
Karnataka Agro Chemicals Multiplex Fertilizers Pvt. Ltd
M.P.BIRLA INSTITUTE OF MANAGEMENT 1
Karnataka Agro Chemicals
Multiplex Fertilizers Pvt. Ltd
“THE MARKET POTENTIAL FOR MICRONUTRIENTS AND MARKET SIZE AND SHARE”
PROJECT REPORT SUBMITTED TO BANGALORE UNIVERSITY
TOWARDS THE PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE AWARD OF
MBA DEGREE
Submitted By Vijay Kumar K R
(REGD.NO.05XQCM6109)
Under the Guidance and supervision Of
Prof. KL Ramadas
M.P.BIRLA INSTITUTE OF MANAGEMENT Associate Bharatiya Vidya Bhavan
Bangalore-560001 2005-2007
Karnataka Agro Chemicals Multiplex Fertilizers Pvt. Ltd
M.P.BIRLA INSTITUTE OF MANAGEMENT 2
DECLARATION
I Mr. Vijay Kumar KR student of M.P.Birla Institute of Management, Associate
Bharatiya Vidya Bhavan, studying 4th semester MBA hereby declare that this project
report entitled “The market potential for micronutrients and market size and share” of
Multiplex pvt ltd has been prepared by me during academic year 2006-07 in the partial
fulfillment of Master Degree of Business Administration.
I also hereby declare that this project report has not been submitted anytime to any other
University or Institute for the award of any Degree or Diploma.
Date: Vijay Kumar KR
Place: Bangalore 05XQCM6109
Karnataka Agro Chemicals Multiplex Fertilizers Pvt. Ltd
M.P.BIRLA INSTITUTE OF MANAGEMENT 3
PRINCIPAL’S CERTIFICATE
This is to certify that this project report entitled “The market potential for
micronutrients and its market size and share” of Multiplex Pvt ltd., has been
prepared by Mr. Vijay Kumar KR bearing register number 05QXCM6109 under
the guidance and supervision of Prof. K L Ramadas of MP Birla Institute of
Management, Bangalore
Place: Bangalore Dr. N.S. Malavalli Date: (Principal)
Karnataka Agro Chemicals Multiplex Fertilizers Pvt. Ltd
M.P.BIRLA INSTITUTE OF MANAGEMENT 4
GUIDE CERTIFICATE
This is to certify that this project report entitled “The market potential for micronutrients
and its market size and share” of Multiplex Pvt ltd has done by Mr. Vijay Kumar K R
bearing registration No.05XQCM6109 is a bonafied work done carried under my
guidance during the academic year 2006-2007 in partial fulfillment of the requirement for
the award of MBA degree by Bangalore University. To the best of my knowledge, this
report has not formed the basis for the award of degree from any other University.
Place: Bangalore Prof. K L Ramadas Date: (Internal Guide)
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M.P.BIRLA INSTITUTE OF MANAGEMENT 5
ACKNOWLEDGEMENT
Words are indeed and inadequate to convey my deep sense of gratitude to all those who
had made to this report successfully.
I wish to acknowledge with profound sense of appreciation to the help and support I
received from Prof. K L Ramadas, Guide, M.P.Birla Institute of Management for
providing the valuable guidance and suggestions for completing this project report.
I express my sincere thanks to Mr. Venkatareddy, Area Sales Manager, Multiplex Pvt
Ltd, Bangalore for having provided me the opportunity to do the project and meticulous
guidance and suggestions. .
I owe a great debt of gratitude to my parents and other members of my family for having
helped me achieve my objective.
I would be failing in my duty if I do not acknowledge my friends who have helped me in
completing this report.
VIJAY KUMAR KR
Karnataka Agro Chemicals Multiplex Fertilizers Pvt. Ltd
M.P.BIRLA INSTITUTE OF MANAGEMENT 6
CONTENTS CHAPTER TITLE PAGE No CHAPTER 1 EXECUTIVE SUMMARY 8-9 CHAPTER 2 INTRODUCTION 10-15 -Background of the Study 11 -Industry background 12-13 -Market research- An essential Business tool 14
Problem statement 14
Research objectives 14
Need and importance of study 15
CHAPTER 3 RESEARCH METHODOLOGY 16-20
-Research Design 16 Type of research
-Sampling Technique 16 -Sample size 16
-Sample description 18
-Research Instruments 18
-Actual Collection of Data 18-19
Karnataka Agro Chemicals Multiplex Fertilizers Pvt. Ltd
M.P.BIRLA INSTITUTE OF MANAGEMENT 7
-Conclusion 20 -Limitations of the study 20
CHAPTER 4 COMPANY & PRODUCT PROFILE 21-29 CHAPTER 5 DATA ANALYSIS AND INTERPRETATION 30-41 CHAPTER 6 FINDINGS AND CONCLUSION 42-45
- Findings 43 - Suggestions 44 - Conclusion 45
CHAPTER 7 ANNEXURE 46-49
- Bibliography 47 - Questionnaires 48-49
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M.P.BIRLA INSTITUTE OF MANAGEMENT 8
CHAPTER 1 EXECUTIVE SUMMARY
Karnataka Agro Chemicals Multiplex Fertilizers Pvt. Ltd
M.P.BIRLA INSTITUTE OF MANAGEMENT 9
Executive Summary
As a part of the course curriculum of degree of Master of Business
Administration at Bangalore University I am required to undertake a project work in an
organization in 4th semester. This project training enables me to know the realities of the
business and application of theoretical knowledge in practical environment. In fact the
purpose of this training is to create the Managers with greater adaptability and who can
provide creative solution to the organization they work with, so it helps the student to
become a complete manager for the industry and efficient. This project report is an effort
of mine for the fulfillment of the same.
Multiplex private Limited (Karnataka agro chemicals) is one of the reputed
companies in India. It is one of the fastest growing agro Companies. It has a leading
presence in south India. Over the years, acquired a strong reputation in the field of
Chemical-fertilizers, organic-fertilizers, Bio-fertilizers, Bio-pesticides and other
competitive products.
I feel it was a great opportunity for me to work with this company and be a part of
the company; I carried out the study on “The Market Potential for Micronutrients, Market
size and share” of Multiplex Private Limited in and around Bangalore. I understood how
the company has performed till now in fulfilling the requirement by providing timely
materials required by the concerned departments.
During my training period I was involved in the survey with customers, i.e., retail
outlets, Distributors. Then I came to know the potential of micronutrients and company
size and share. This survey shows that most of the farmers are unaware of the
micronutrients and prefer to use organic fertilizers as a source of micronutrients. This
survey has really improved my level of confidence and in the process I have gained many
new skills.
Finally it was a nice experience during my entire training period in the Company,
and I think my effort in preparation of report is satisfactory to the required extent.
Karnataka Agro Chemicals Multiplex Fertilizers Pvt. Ltd
M.P.BIRLA INSTITUTE OF MANAGEMENT 10
CHAPTER 2 INTRODUCTION
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M.P.BIRLA INSTITUTE OF MANAGEMENT 11
Background of the Study
Driven by a large population with growing food demands and very limited available land
resources for agricultural use, the critical question was— could current soil fertility
management practices used in the intensification of plant production adequately meet
those demands in a sustainable way? It was not only food production that saw
unprecedented growth during the last decade, but fertilizer nutrient consumption was also
cited as fuelling that development.
However, there are increasing indications that with the traditional concepts of “Balanced
Fertilization”, high productivity of most crops and cropping systems based only on the
three nutrients N, P and K were not sustainable. Some other nutrients had been provided
“free of charge” as components of those carriers that supply N, P and K, e.g. the nutrients
Ca and S. The latter also appeared as natural deposits from the atmosphere in regions,
where high air pollution prevailed. Another important reason for the lack of awareness
could be the fact that historically, primary nutrient status had only been attributed to N, P
and K, whereas all other nutrients, essential for crop production, continued to be treated
as secondary. All nutrients are considered as constituents of balanced fertilization, the
only distinction made being between macro- and micronutrients.
The study of this project is based on market research for analyzing the market potential of
Micronutrients. The company has started manufacturing micronutrients and they
launched these products (micronutrients) recently in the market and they are looking on
the feasibility and the scope of the product to expand sales through out India based on the
market research findings.
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M.P.BIRLA INSTITUTE OF MANAGEMENT 12
INDUSTRY BACKGROUND:- The history of the Indian fertilizer industry dates back to 1906, when the first fertilizer
factory opened at Ranipet (Tamil Nadu). Since then, there have been major developments
in terms of both the quantity and the types of fertilizers produced, the technologies used
and the feedstocks employed. The fertilizer industry in India is in the core sector and
second to steel in terms of investment.
Prior to 1960/61, India produced only straight nitrogenous fertilizers [ammonium
sulphate (AS), urea, calcium ammonium nitrate (CAN), ammonium chloride and single
superphosphate (SSP)]. Currently, India produces a large number of grades of NP / NPK
complex fertilizer Bio-fertilizers and Micronutrients. In addition, India produces various
grades of simple and granulated mixtures.
PRODUCTION
The domestic production of fertilizers was 39 000 tonnes, 1951/52. By 1973/74, this had
increased to 1.4 million tonnes. As a result of the oil crisis in the mid-1970s and the
consequent sharp increase in the international prices of fertilizers, the Government of
India encouraged investment in domestic fertilizer production plants in order to reduce
dependence on imports. It introduced a “retention price” subsidy in 1975/76. The scheme
led to a sharp increase in domestic capacity and production between the mid-1970s and
the early 1990s. The total production rose from 1.8 million tonnes in 1975/76 to 9.8
million tonnes in 1991/92. In 1992/93, the total production of plant nutrients has reached
14.2 million tonnes in 2003/04.
CONSUMPTION
Fertilizer consumption was less than 1 million tonnes before the mid-1960s. With the
introduction of high-yielding variety (HYV) seeds, there was acceleration in the growth
of fertilizer consumption. It reached 12.73 million tonnes in 1991/92 as against 0.78
million tonnes in 1965/66. After the decontrol of P and K fertilizers the growth in
consumption slowed. The highest consumption was recorded in 1999/2000 (18.07 million
Karnataka Agro Chemicals Multiplex Fertilizers Pvt. Ltd
M.P.BIRLA INSTITUTE OF MANAGEMENT 13
tonnes of nutrients). Since then, the growth in consumption has been erratic. In 2003/04,
total nutrient consumption was 16.8 million tonnes.
The consumption of fertilizers varies significantly from state to state. The all-India per-
hectare consumption of total nutrients was 89.8 kg in 2003/04. While the North and
South zones have a consumption of more than 100 kg/ha, in the East and West zones the
consumption is lower than 80 kg/ha. Among the major states, the per-hectare
consumption is more than 100 kg in West Bengal (122 kg), Haryana (167 kg), Punjab
(184 kg), Uttar Pradesh and Uttaranchal (127 kg), Andhra Pradesh (138 kg) and Tamil
Nadu (112 kg). In the remaining states, the consumption per hectare is lower than the all-
India average.
Agricultural Business in India has never been an ordinary business activity. It has been a
socio-economic phenomenon- a phenomenon that exercises a tremendous and unparallel
impact on the economy of the nation and the life of the rural people. Its influence has
been felt in three important and distinct spheres
o Commercially: the process has projected the fertilizer business as one of the
largest business in the country.
o Economically: the process has triggered off a powerful cycle of wealth generation
in the country by modernizing the country’s agriculture.
o Socially: the process has made a significant contribution towards transformation
of India’s rural society from traditional to modern.
India’s fertilizers market is expanding rapidly. The fertilizer industry sector in India has
been accorded high priority by the government of India.
This opens to huge opportunities for fertilizers manufactures in realizing the market
potential so that they can expand their share in the sector.
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M.P.BIRLA INSTITUTE OF MANAGEMENT 14
MARKET RESEARCH: AN ESSENTIAL BUSINESS TOOL
PROBLEM STATEMENT:
1. How to assess the market potential for micronutrients and market size and share
of the multiplex private limited?
2. Having assessed the market potential, what initiatives should be taken to fully
exploit this potential?
RESEARCH OBJECTIVES:
1. To examine the scope of micronutrients in and around Bangalore.
2. To recommend the appropriate marketing strategies to exploit this potential.
3. To recommend the appropriate strategies to expand its market size and share.
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M.P.BIRLA INSTITUTE OF MANAGEMENT 15
NEED AND IMPORTANCE OF STUDY:
Driven by a large population with growing food demands and very limited available land
resources for agricultural use, the critical question was— could current soil fertility
management practices used in the intensification of plant production adequately meet
those demands in a sustainable way? It was not only food production that saw
unprecedented growth during the last decade, but fertilizer nutrient consumption was also
cited as fuelling that development.
However, there are increasing indications that with the traditional concepts of “Balanced
Fertilization”, high productivity of most crops and cropping systems based only on the
three nutrients N, P and K were not sustainable. Some other nutrients had been provided
“free of charge” as components of those carriers that supply N, P and K, e.g. the nutrients
Ca and S. The latter also appeared as natural deposits from the atmosphere in regions,
where high air pollution prevailed. Another important reason for the lack of awareness
could be the fact that historically, primary nutrient status had only been attributed to N, P
and K, whereas all other nutrients, essential for crop production, continued to be treated
as secondary. All nutrients are considered as constituents of balanced fertilization, the
only distinction made being between macro- and micronutrients.
This project will be helpful for the company (multiplex pvt ltd) to know the market
potential and its size and share in the industry.
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M.P.BIRLA INSTITUTE OF MANAGEMENT 16
CHAPTER 3 RESEARCH METHODOLOGY
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RESEARCH DESIGN:
Research design is partly explorative and descriptive. The data was collected from
stratified sample of distributors and retail outlets through structured questionnaire which
will be analyzed with the appropriate tools and inferences will be drawn accordingly.
TYPE OF RESEARCH
The type of research method used for this project was Quantitative research technique. In
this methodology, people were chosen randomly and were asked to respond to the
questionnaires.
In this survey general questionnaire was used for retail outlets and distributors. In case of
distributors, only those distributors were selected who have good track record of business
with companies? They were not selected randomly as in case of retail outlets.
SAMPLING TECHNIQUE
In this project two types of sampling techniques were used.
o Simple random sampling.
o Stratified Sampling.
Simple random sampling technique was used for retail outlets as it avoids any kind of
bias in choosing the sample. Stratified sampling was used in case of distributors; only
those distributors were selected and interviewed who have a good track record of
business with the company.
SAMPLE SIZE
The sample size chosen for the research is 50 out of which 35 is retail outlets and the rest
15 are distributors.
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M.P.BIRLA INSTITUTE OF MANAGEMENT 18
SAMPLE DESCRIPTION
For retail outlets the sample is chosen at random from among various respondents. For
distributors, the population was divided into groups depending on the need of the
research.
RESEARCH INSTRUMENTS
The research instrument used for this survey is questionnaire. The reasons why this
instrument is chosen are:-
It is free from all bias.
It covers a wide area.
It helps in getting original data.
Not expensive.
It is easy to tabulate and understand.
ACTUAL COLLECTION OF DATA
PRIMARY RESEARCH:
The primary data is collected through interviews and questionnaire.
INTERVIEWS:-
An interview can be qualitative, quantitative or a combination of both. In a quantitative
interview, the questions are predetermined and presented together with multiple choice
answers. Quantitative means that there must be measurable results. A quantitative
interview is conducted in an investigating situation, which resembles an every day
situation and an ordinary conversation. The answer to the questions shall be spontaneous
and be a result of the interviewee’s own opinion.
Both, quantitative and qualitative interviews are opposite of each other. In a quantitative
interview the difficulty is in preparing the questionnaire whereas in qualitative interview
the lot of effort is required in analysis.
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M.P.BIRLA INSTITUTE OF MANAGEMENT 19
The approach used in this research was quantitative and interview methodology.
I selected this methodology because it was easier to get the responses from the sample
within a limited time frame. As my research is on market potential and assessing the
market size and share of multiplex private limited lot of secondary information has to
gather from company website regarding annual sales and etc.., there was no need of
going for discussion with the respondents and also all the questions were direct. So this
methodology was suitable for this research.
I conducted around 50 interviews out of which 35 were with retail outlets and the rest 15
were distributors.
SECONDARY RESEARCH:-
In the starting of this project, I was focused on gathering secondary information about
this sector and the companies who were in this business so that I have a clear idea of the
features of the product and once I have started my research process I am able to answer
the various queries of the respondents.
The major source of secondary data was internet (Company website) from where
collected all the relevant information available about this sector and various other
information of interest was also collected.
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M.P.BIRLA INSTITUTE OF MANAGEMENT 20
CONCLUSION
Once all the primary and secondary data have been collected, I prepared various charts
and graphs so that it is easier for me to make a conclusion so that to exploit the potential
of micronutrients in the market and the market size and share of the multiplex private
limited.
LIMITATIONS TO THE STUDY
Since secondary research is a compilation of someone else’s information, there is always
a risk that the information contains insufficient knowledge or errors. Secondary data,
sometimes, can be outdated and thus of no relevance to our research
Primary research can also include propaganda or actual errors. It might happen that the
respondent does not want to give correct information. As in my research work, a
respondent might be hesitant in giving information about the diseases he/she is suffering
from.
The study is not proposed to be an expert study as it is done by a student as a part of the
MBA curriculum.
The few other limitations to this research project are as follows:-
o The research was limited to Bangalore only.
o There was a time constraint so the study findings cannot be generalized for all
times.
o An interpretation of the study is based on the assumption that respondents have
given correct information.
o It is understood that it is difficult to satisfy all the areas. An attempt has been
made to cover as much as possible.
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M.P.BIRLA INSTITUTE OF MANAGEMENT 21
CHAPTER 4 COMPANY & PRODUCT PROFILE
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M.P.BIRLA INSTITUTE OF MANAGEMENT 22
MICRONUTRIENTS:
Micronutrients are essential elements needed for life in small quantities there are about
eight nutrients essential to plant growth and health that are only needed in very small
quantities. These are manganese, boron, copper, iron, chlorine, cobalt, molybdenum, and
zinc. Some consider sulfur a micronutrient, but it is listed here as a macronutrient.
Though these are present in only small quantities, they are all necessary.
Boron is believed to be involved in carbohydrate transport in plants; it also assists in
metabolic regulation. Boron deficiency will often result in bud dieback.
Chlorine is necessary for osmosis and ionic balance; it also plays a role in photosynthesis.
Cobalt is essential to plant health. Cobalt is thought to be an important catalyst in
nitrogen fixation. It may need to be added to some soils before seeding legumes.
Copper is a component of some enzymes and of vitamin A. Symptoms of copper
deficiency include browning of leaf tips and chlorosis.
Iron is essential for chlorophyll synthesis, which is why an iron deficiency results in
chlorosis.
Manganese activates some important enzymes involved in chlorophyll formation.
Manganese deficient plants will develop chlorosis between the veins of its leaves. The
availability of manganese is partially dependent on soil pH.
Molybdenum is essential to plant health. Molybdenum is used by plants to reduce nitrates
into usable forms. Some plants use it for nitrogen fixation, thus it may need to be added
to some soils before seeding legumes.
Zinc participates in chlorophyll formation, and also activates many enzymes. Symptoms
of zinc deficiency include chlorosis and stunted growth
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COMPANY PROFILE Multiplex Group an ISO 9001:2000 and 14000 certified company was established in the
year 1974 by Dr. G.P.Shetty an eminent plant physiologist with years of experience and
has contributed several innovative products in the agricultural field. Dr. G.P.Shetty being
himself a farmer and a scientist has contributed in building an organization of repute and
most preferred brand in several countries.
Multiplex group core business is into agricultural and biotech research and product
manufacturing to help and contribute largely to the farmer community in increasing their
productivity year after year keeping the fertility of the soil.
Multiplex group has a state of the art R&D facility with team consisting of several
scientists continuously striving towards improvising and innovating newer products. Dr.
G.P.Shetty himself guides the researchers with his immense experience. Today they have
more than 150+ man-years of experience in research helping multiplex to be the industry
leaders.
Multiplex follows a stringent proven quality methodology in every step of its product life
cycle from research and development till it reaches the farmlands. Each and every
ingredient is tested for various parameters before being used in the manufacturing.
They help our farmers in testing and analyzing soils, plants and water samples. Test
report is given along with recommendations of fertilizers and manures. Remedies are also
given for reclamation of problematic soils, pests and diseases.
Multiplex innovations are field tested by various agencies, government bodies, research
institutions, and universities before launching the products thus protecting the interest of
the farmers. The multiplex family is growing day after day and year after year.
Multiplex conducts farmers meetings, demonstrations and group discussions to update
the latest happenings in the field and educating the farmers to implement the multiplex
products effectively.
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PRODUCT PROFILE:
Multiplex Zinc EDTA consisting of all Zinc metals, is guaranteed 100% “Chelated”
with EDTA(Ethylene Diamine Tetra Acetic Acid), it is used as a fertilizer to overcome
Zinc deficiency in plants, as well as a source of Zinc for those plants which require Zinc
for their normal growth and higher yields.
Multiplex Ferrous Edta contains iron metal which is chelated with EDTA (Ethylene
Diamine Tetra Acetic Acid) and chelation is 100% guranteed, it can be used as fertilizer
to overcome Iron deficiency symptoms in plants which require from for their normal
growth and high quality yields. It can be used as Soil Application or Foliar Spray.
Multiplex Manganese Edta contains Manganese metal chelated with EDTA (Ethyline
Diamine Tetra Acetic Acid)and chelation is 100% guranteed,It can be used as fertilizer to
overcome Manganese deficiency in plants which require Manganese for their normal
growth and high quality yield. It can used as Soil Application or Foliar Spray.
Multiplex Copper Edta contains Copper metal which is chelated with EDTA (Ethylene
Diamine Tetra Acetic Acid) and chelation is 100% guaranteed, It can be used as fertilizer
to overcome Copper deficiency in plants, which is required for their normal growth and
high quality yields. It can be used as Soil Application or Foliar Spray.
Multiplex Magnesium Edta is very essential as it occupies the center spot in the
chlorophyl molecules, thus is an Indispensable for photosynthesis Magnesium deficiency
has direct effect on the photosynthesis. It is associated with activation of enzymes, energy
transfer, and production of proteins and metabolism of carbohydrates. Magnesium
deficiency usually occurs in areas of high rainfall and in light acidic soils.
Multiplex Maa which contains activated boron. Boron was discovered in the ash of
plants in mid 19th century. The average boron content in plants is 0.001 percent. Boron
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M.P.BIRLA INSTITUTE OF MANAGEMENT 25
speeds up the growth of pollen tubes, activates the germination of pollen and increases
the number of flowers and fruits. Seeds fail to mature without boron. It lowers the
activity of oxidizing enzymes and influences the synthesis and migration of growth
stimulators.
Multiplex Allbor It is a fine powder completely and immediately soluble in water
containing 19% boron. It is externally used as a spray through out the world.
They recommended 1 gm per liter of water, used as a foliar spray. 2 Sprays during the
cropping season is enough to substances the requirement of boron. Multiplex Allbor is
very instantly soluble and easy to apply. It provides maximum nutrient content of boron
to the plant.
Multinag: Magnesium the central atom of clorophyll, with its specific electron resonance
properties and its deficiency leads subsequent to rapid breakdown of chlorophyll and
subsequent chlorosisie. The total Magnesium content is generally between 0.10 to 0.50%
on Dry Weight basis. If the Magnesium contents drops below a certain critical level,
which is not the same for all species, no net assimilation is possible. Adequate supplies of
Manessium are necessary to achive high concentrations of starch in potatoes, sugar best
and fatsin oil seeds.
Multiplex Molybdenum: is associated with nitrogen metabolism and is one o the
important component of Nitrate-reducare activity concerned with reduction of Nitrates
within the plants Molybdenum deficiency usually occur in the acid soils.
Chlorocal: Calcium is responsible for the structural and physiological stability of plant
tissues and together with other substances regulates influx, efflux processes in cells and
tissues. The normal calcium contents of the plant tissues is generally between 0.4- 0.8%
on dry weight basis.
Multiplex Zinc Param: (which contains 33% Zinc) to correct deficiency of zinc, has
more advantageous effect on cultivated crops, zinc Deficiency noticed throughout India
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M.P.BIRLA INSTITUTE OF MANAGEMENT 26
in all states. By using Zinc Param farmers will get genuine Zinc Sulpate product to
correct deficiency at lower cost.
Multiplex chamak: Most of the fields crops, oil seed crops and some plantation crops
require more Calcium and Boron for their successful complition of life cycle as well as to
get better yield. In case of fleshly vegetables such as Potato, Tomato, Brinjal Cauliflower,
Cabbage, andalso certain fleshly fruits like Apple, Water melon, Cucurbits, Pumpkin,
Papaya, Mango, the requirement of Calcium and Boron is more than any other plants
Multiplex Flower Booster: contains all the essential nutrients like Major, Secondary and
trace elements in easily available form. Multiplex flower booster can be used on all
garden plants. Dissolve Multiplex in water and sprinkle over the leaves (if spray pump is
not available), or spray with Garden sprayers
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PRODUCTS OF MULTIPLEX PRIVATE LIMITED
(MICRONUTRIENTS)
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PRODUCTS OF MULTIPLEX PRIVATE LIMITED
(MICRONUTRIENTS)
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M.P.BIRLA INSTITUTE OF MANAGEMENT 29
PRODUCTS OF MULTIPLEX PRIVATE LIMITED
(MICRONUTRIENTS)
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CHAPTER 5 DATA ANALYSIS AND INTERPRETATION
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1) Name the few companies brands you usually stock in your shop?
Table showing number of retail outlets stocks the respective company products
Company name No of respondents
Multiplex Pvt ltd 30 Aries
micronutrients 25
Zuari industries ltd
30
Multilink 20 Kaveri agri tech 25
Raniday Micronutrients 35
0
5
10
15
20
25
30
35
40
Company name
No o
f res
pond
ents
Multiplex Pvt ltd
AriesmicronutrientsZuari industries ltd
Multilink
Kaveri agri tech
RanidayMicronutrients
Source: Field Survey
Illustration: Table shows the sample of the respondents who stock the respective
company products. As per the data availability it is concluded that the most of the retail
outlets stock the multiplex products.
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2) Which companies brand move fastely in the market?
Table showing the movement of the company products
Company No of respondents
Multiplex Pvt ltd
25
Aries micronutrients
20
Zuari industries ltd
22
Multilink 15 Kaveri agri tech 16
Raniday Micronutrients 27
0
5
10
15
20
25
30
Company name
No
of re
spon
dent
s Multiplex Pvt ltd
Aries micronutrients
Zuari industries ltd
Multilink
Kaveri agri tech
Raniday Micronutrients
Source: Field Survey
Illustration: Table shows the sample of the respondents said the movement of the
company products. As per the data availability it is concluded that the micronutrients are
moving in the market but still the company should stress more on the promotion of
micronutrients along with fertilizers, as the percent fertilizer users are more than
micronutrients users.
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3) Monthly sales of multiplex products in your shop compare to other companies?
Table showing the sales of micronutrients in different companies
Company Rs(lakhs) Percentage Multiplex Pvt ltd 10 23
Aries micronutrients
5 12
Zuari industries ltd
6 14
Multilink 4 9 Kaveri agri tech 6 14
Raniday Micronutrients 12 28
10, 23%
5, 12%
6, 14%4, 9%6, 14%
12, 28%
Multiplex Pvt ltd Aries micronutrients Zuari industries ltd
Multilink Kaveri agri tech Raniday Micronutrients
Source: Field Survey
Illustration: Table shows the monthly sales of the micronutrients products of different
companies. As per the data availability it is concluded that the micronutrients sales are
very less and company should stress more on creating awareness to farmers regarding the
usefulness of micronutrients to explore its full potential.
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4) Will you promote the multiplex product or else customers themselves ask for Multiplex product?
Chart showing the % of retail outlets promoting the multiplex products
33%
45%
22%
Yes, I promote No, I don't promote Some times I promote
Source: Field Survey
Illustration: The above chart shows the percentage of retail outlets promoting the
multiplex micronutrients products. As per the data availability it is concluded that still lot
of awareness has to create in farmers regarding micronutrients and about the company
products and its usefulness.
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5) Is the sale of the multiplex products uniform through out the year?
Chart showing the % of respondents agree that sale of micronutrients uniform through out the year
57%
43%
Yes No
Source: Field Survey
Illustration: The above chart shows the sample of the respondent’s percentage of
multiplex products moving uniformly through out the year in retail outlets. 57% of
respondents said it moves uniformly and 42% said it not move uniformly through out the
year respectively.
6) If No, during which months sales are peak? 43% of respondents opinioned that its movement is not uniform they said during the
time of monsoons and rainy season its movement is uniform while during other times
only those who have irrigation facilities will purchase micronutrients.
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7) If 100 customers purchase from your shop how many of them would like to buy the Multiplex products? Chart showing the number of customers would like to bye multiplex products out of
hundred
20, 57%10, 29%
5, 14% 0, 0%
Ten - Tw enty Tw enty-Thirty Thirty-Fourty Above Fourty
Source: Field Survey
Illustration: The chart shows the sample of the respondent’s opinioned that out of
hundred visitors only around twenty peoples buy the multiplex products. As per the data
availability it is concluded that the micronutrients sales are very less and company should
stress more on creating awareness to farmers regarding the usefulness of micronutrients
to explore its full potential.
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8) Which segment of farmers using the multiplex products?
Chart showing the % of farmers using the multiplex products (micronutrients)
5, 14%
10, 29%20, 57%
Small farmers Medium farmers large farmers
Source: Field Survey
Illustration: The chart shows the more of large farmers using the micronutrients. As per
the data availability it is concluded that there is still lot of untapped market is there with
small and medium farmers because small and medium farmers constitute more than 60
percent.
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9) Are the sales of multiplex products increased over time?
Chart showing % of respondents agree that there to increase in sales of multiplex
products over time
71%
29%
Yes No
Source: Field Survey
Illustration: The chart shows the sample of the respondent’s opinioned that sales of
micronutrients are increases over time.
As per the data availability from above all question it is concluded that the micronutrients
sales are very less when compared to fertilizer sales but there is a huge potential for the
micronutrients, since using the organic fertilizers for a long time the fertility of the soil
gone depreciated companies need to make farmers aware of the usefulness of the
micronutrients when it is used with chemical fertilizers.
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INTERVIEW WITH THE DISTRIBUTORS:
An interview with the distributors is of a personnel interview, not a structured
questionnaire as in the case of retail outlets. In case of distributors, only those distributors
were selected who have good track record of business with companies? They were not
selected randomly as in case of retail outlets.
An interviewing the distributors we found that there is a huge potential for micronutrients
But farmers lack awareness of micronutrients importance in maintaining the fertility of
the soil. farmers come with many deficiency symptoms at that time proper guidance has
to give , then they will understands the importance of the micronutrients.
If companies conduct awareness camps to farmers regarding all this then they can able to
tape the untapped market (small and medium farmers).
SECONDARY DATA ANALYSIS:
From the secondary research we found that Indian fertilizer industry dates back to 1906,
when the first fertilizer factory opened at Ranipet (Tamil Nadu). Since then, there have
been major developments in terms of both the quantity and the types of fertilizers
produced, the technologies used and the feedstocks employed. The fertilizer industry in
India is in the core sector and second to steel in terms of investment.
When compared to fertilizer sales micronutrients sales look pretty normal. In 2003/04,
total nutrient (organic and inorganic fertilizers and micronutrients) consumption was 16.8
million tonnes in which micronutrients share is just 0.5 million tonnes. Micronutrients are
not fully exploited to its potential there is a lot untapped market which has to be tapped to
the full potential.
From the secondary research we found the sales of micronutrients in different companies
and also the sales of micronutrients in and around Bangalore.
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MICRONUTRIENTS MONTHLY SALES IN BANGALORE REGION
Company Rs(lakhs) Percentage
Multiplex Pvt ltd 10 23 Aries
micronutrients 5
12 Zuari industries
ltd 6
14 Multilink 4 9
Kaveri agri tech 6 14 Raniday
Micronutrients 12 28
10, 23%
5, 12%
6, 14%4, 9%6, 14%
12, 28%
Multiplex Pvt ltd Aries micronutrientsZuari industries ltd MultilinkKaveri agri tech Raniday Micronutrients
Source: Field Survey
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SALES OF MICRONUTRIENTS IN KARNATAKA
Company Rs(Crores) Percentage Multiplex Pvt ltd 11 26
Aries micronutrients
4 10
Zuari industries ltd
5 12
Multilink 4 10 Kaveri agri tech 6 14
Raniday Micronutrients 12 28
11, 26%
4, 10%
5, 12%4, 10%6, 14%
12, 28%
Multiplex Pvt ltd Aries micronutrientsZuari industries ltd MultilinkKaveri agri tech Raniday Micronutrients
Source: Field Survey
Illustration: multiplex micronutrients monthly sales in Bangalore region comes around
ten lakhs (23% of the market share) , Karnataka annual sales comes around eleven crores
( 26% of market share).
To achieve full potential company should adopt suitable promotional activities and
marketing strategies to promote the sales of micronutrients. There is a huge scope for
micronutrients because they will help in getting good growth of plants & maintains the
soil fertility.
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CHAPTER 6 FINDINGS, SUGGESTION AND
CONCLUSION
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FINDINGS:-
GENERAL QUESTIONNAIRE TO RETAIL OUTLETS:-
o Micronutrients are available in all retail outlets but all farmers are not using the
micronutrients along with chemical fertilizers.
o Micro nutrients are moving very slowly in the market due to lack of awareness
among farmers.
o Micronutrients market has not been exploited to its full potential.
o Farmers are not using the micronutrients on a regular basis they are using as and
when need or problem arises.
o Large farmers who do farming in a large scale are using micronutrients where as
small and medium farmers are not.
o Micronutrients share in fertilizers sector is very small there is a huge potential for
this business which has not been explored to its full potential.
PERSONNAL INTERVIEW WITH THE DISTRIBUTORS:
o Soil Fertility is depreciating which can be restored only by micronutrient which
leads to huge potential for this sector.
o Farmers lack awareness companies has to create awareness so as to tap the market
to its full potential
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SUGGESTIONS:-
o Company should create awareness to farmers by conducting camps in villages so
that farmers can know the importance of micronutrients in maintaining the
fertility of the soils.
o Company should appoint field guides so that can visit the farms and meet the
farmers and persuade them to use micronutrients.
o Company should distribute free demo trails to farmers so that it will create the
brand image of the company and subsequently helpful in capturing the market.
o Micronutrients have huge potential it is a right time for a company to grab the
market by expanding the sales to other neighboring states
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CONCLUSION:-
I conclude that fertilizer industry is an evergreen industry with reference to the present
scenario in the fast growing economy. Multiplex private limited should stand at its best to
provide excellent service to its customers.
When compared to fertilizer sales micronutrients sales look pretty normal. In 2003/04,
total nutrient (organic and inorganic fertilizers and micronutrients) consumption was 16.8
million tonnes in which micronutrients share is just 0.5 million tonnes. Micronutrients are
not fully exploited to its potential there is a lot untapped market which has to be tapped to
the full potential.
From the primary data availability it was found that the micronutrients sales are very less
when compared to fertilizer sales but there is a huge potential for the micronutrients,
since using the organic fertilizers for a long time the fertility of the soil gone depreciated
companies need to make farmers aware of the usefulness of the micronutrients when it is
used with chemical fertilizers
To achieve full potential company should adopt suitable promotional activities and
marketing strategies to promote the sales of micronutrients. There is a huge scope for
micronutrients because they will help in getting good growth of plants & maintains the
soil fertility.
Company should appoint sales executives who are capable of creating the awareness and
to convince the farmers about the product. Company should expect fewer margins on new
products in initial years & also have to provide good margin to dealers till our product
gets popularize.
At the end I conclude that the company should improve its functional practices, this helps
the company to reach the greater heights in achieving the market share.
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CHAPTER 7 ANNEXURE
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BIBLIOGRAPHY:- 1) www.multiplexgroup.com (company website)
2) www.google.com
3) Agriculture magazines (GKVK library)
4) Marketing management Philip Kotler
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QUESTIONNAIRE Market survey to find market potential for micronutrients
Market size and share of Multiplex pvt ltd (Karnataka Agro Chemicals)
Name: Address: 1) Name the few brands you usually stock in your shop? Please indicate in the appropriate boxes
Company name Tick company name Tick Multiplex Multilink Aries Kaveri agri tech Zuari industries ltd Raniday
Micronutrients
2) Which companies brand move very fastely in the market?
Please indicate in the appropriate boxes
Company name Tick Brand name Tick Multiplex Multilink Aries Kaveri agri tech Zuari industries ltd Raniday
Micronutrients
3) Monthly sales of multiplex products in your shop compare to other companies? Please indicate in the appropriate boxes
Company name Sales(Rs) Brand name Sales(Rs) Multiplex Multilink Aries Kaveri agri tech Zuari industries ltd Raniday
Micronutrients
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4) Will you promote the multiplex product or else customers themselves ask for Multiplex product? Yes, I promote { } No, I don’t promote { } some times I promote { } 5) Is the sale of the multiplex products uniform through out the year? Yes { } No { } 6) If No, during which months sales are peak? --------------------------------------------------------------------------------------- 7) To which segment multiplex products are targeted? Small farmers { } Medium farmers { } Large farmers { } 8) If 100 customers purchase from your shop how many of them would like to buy the Multiplex products? 10-20 { } 20-30{ } 30-40{ } Above 40 { } 9) Are the sales of multiplex products increased over time products? Yes { } No { } 10) Will you face any problems in selling the multiplex products? Yes { } No { } 11) If yes, what problems you usually face in selling? -----------------------------------------------------------------------------------------
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