All Weather Friendship

8/10/2019 All Weather Friendship

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ALL WEATHER

FRIENDSHIP

- CHRISTINA A19

- SONALI A11

- SILICA A18

- AVANINDRA A10

- FAIZAN A


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INTRODUCTION

Nagarjuna fertilizers and chemicals limited is gas based fertilizer

factory in South India started in 1992

This company is under Nagarjuna Group which is owned by

K.V.K Raju in 1973

Their marketing head office is in Hyderabad It has 6 marketing zones across the country : Andhra Pradesh ,

West Bengal , Orissa , Maharashtra, Karnataka.


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PRODUCT PORTFOLIO

Fertilizers

Manufactured urea (1.4 million p.a.)

Traded Fertilizers (0.2 millions p.a.)

Pesticides

Seeds

Specialty Fertilizers

Other plant nutrients


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PROMOTIONS

The design of promotional activities depends primarily on two

factors:

Understanding of consumers

Choice of pull or push strategy


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CUSTOMER PROFILE

Overdependence of Indian agriculture on the monsoon

They are Shrewd decision makers. Many of the farmers exhibits goodknowledge and common sense.

They show eagerness to acquaint themselves with new technology. Hthey may not adopt readily due to financial reasons.

Farmers are influenced more by the success of other farmers then by

activities or advertisements and the salespromotional efforts of the commercial organizations

Farmers are dependent on credit with higher interest.

Farmers are highly price sensitive due to low margins involved in agr


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PROMOTIONAL ACTIVITIES

The promotional activities in the rural market required a strong

focus on developmental activities and forecasting of relationships

with dealers.

Dealer Front:

Rebates

Credit

Dealers meets

Customer Front

Advertising


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PromotionalActivities

FMS

Advertising

FieldPromotions

Newcollaboration


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FARM MANAGEMENT SERVICES

NFCL has set up Nagarjuna Agricultural Research &

Development Institute to provide R&D support and initiated a

uniquely beneficial programsFMS.

Situation Specific Technology Transfer

Providing Feedback for site specific consultancy

Total involvement from the soil testing and land preparation stage

to the post harvest stage

Involvement of eminent scientists from NARDI in the exercise

Ensuring recording of farm practices

Helping in risk mitigation


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ADVERTISING

MagazinesANNADATA

Prime time shows on TV

Wall Paintings

Hoardings

Audio Visual Van makes rounds covering villages


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FIELD PROMOTIONS

Growers meetings

Crop Seminars

Scientists Visit to the field

KVK training

Big Farm meetings

Spot demonstration


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TECHNOLOGY

Globalization has opened new ways for the business

Introduction of new agri portal like ikisan.com

This portal speaks with farmer in all the languages

It provides information about best farming practices, latest

technology, soil conditions


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STRATEGY

Aim for high volume and high value margins

Supplying through local distributors

Selling usage more than a product

Offer technical services like technology transfer and co-operative

farming with an understanding of the farmers competitive needs.


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SUGGESTIONS

Formation of farmers club to discuss their problem and possible

solutions

Interaction with scientists, experts and successful farmers to learn

and solve problem

Training on the proper use of inputs and farm equipment,

particularly that of spraying

Exchange programmes like field days , farmers meets and TV/

Video programmes


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All Weather Friendship

Documents

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