BALAJI INSTITUTE OF MODERN MANAGEMENT

KAPIL SINGH DEVRAROLL: 8135

PGDM(Marketing & IT)

SHRIRAM FERTILIZERS & CHEMICALS

(Research Study)

“PROMOTIONAL ACTIVITIES ON SHRIRAM CORN SEEDS”

DCM Shriram Consolidated Limited (DSCL), a company with turnover of Rs. 3534 crores and primary business interests in

About DSCL

Sugar, Urea, Agri Inputs, Hybrid Seeds, Hariyali Kisaan Bazaar

Agri  Businesses

Chemicals, PVC Resins, Calcium Carbide, Cement

Energy Intensive  Businesses

Fenesta Buliding Systems , PVC Compounds , Energy services

Value Added  Businesses

Textiles

Other Businesses

Top players in the fertilizer industry of India. First to manufacture several fertilizers

ingeniously. The different chemicals it produces are: Urea Potash Fertilizer Materials Phosphate Fertilizer Materials Different nitrogen, phosphorus, potassium-

based fertilizers

Shriram Fertilizers & Chemicals

Ammonium Nitrate Anhydrous Ammonia Located in Kota, Rajasthan Shriram

Fertilizers and Chemicals is one of the most economical naptha-based urea manufacturers in the Indian Fertilizer Industry.

Has made a significant contribution in the fertilizer market in India, especially in the rural sector.

The presence of a strong distribution network over the major parts of India has helped the company's growth.

DSCL offers a range of hybrid seeds in the country via its 100% subsidiary Shriram BioSeed Genetics India Ltd.

The Company also operates its seeds business in Vietnam, Philippines and Thailand and proposes to expand to other locations in Asia Pacific region.

Shriram Bioseed Genetics India Ltd.

At present, the Company deals in  Corn, Bajra ( Pearl Millet), Jowar, Paddy,   BT Cotton, Vegetables and Sunflower seeds.

Product Description DSCL's Shriram BioSeed subsidiary offers

the following range of products for Corn hybrid seeds:

BIOSEED – 9681 Super (YELLOW ORANGE) BIOSEED - Shaktiman (ORANGE YELLOW) BIOSEED – 9220 (ORANGE) BIOSEED – Rajkumar ( Orange YELLOW)

Corn

BIOSEED – Commando BIOSEED - 9621 Super(WHITE ) BIOSEED - 9718 (WHITE )

OBJECTIVE : Objective of the project is to promote the

hybrid corn seeds of Shriram Fertilizers & Chemicals. Promotional activities mainly confined to the promotion of newly launched products and the existing products i.e range of hybrid corn seeds in the Neemuch distt of MP, which is the main belt of corn crop in Madhya Pradesh.

EXECUTIVE SUMMARY

Besides these activities we personally visited to each and every farmer and try to know about their preference about our product i.e corn seeds and about the competitors product by asking various questions to the farmers by using questionnaire.

We have also visited to the wholesalers , dealers & retailers of Shriram Fertilizers & Chemicals of Neemuch (M.P) and try to know about the perception of wholesalers ,dealers ,retailers about shriram hybrid corn seeds ,market share of shriram hybrid corn seeds , problems faced by dealers , retailers by asking them various questions by using questionnaire.

We mainly conducted primary research among the farmers , wholesalers ,dealers ,retailers to know their perception about our product Shriram hybrid corn seeds in Neemuch(M.P) region and thus we plan our promotional campaign according to the research i.e we give more emphasis on promotional activities on those villages where we get negative report in favour of our product and in the villages which are not aware of shriram hybrid corn seeds.

RESEARCH METHODOLOGY

Also we target to dealers who are dealing with the Shriram Fertilizers & Chemicals in Neemuch (M.P) region and try to collect information about the market share of shriram hybrid corn seeds , problems faced by them from our former product 9681 , their perception about the company , their expectations from hybrid corn seeds and the companies which deliver seeds in the market.

TIME PERIOD: The time taken by us in completion of

research was 15 days(5/5/09-20/5/09) LIMITATIONS: Farmers did not respond to technical

questions and did not understand technical language because:

Farmers are not much educated . Farmers are not much techno savy.

DELIVERABLES: This research work can be used by the

company in such a way that in which field it has to improve its products ,services ,and accordingly company can plan its promotional strategies.

About 90% of the farmers have tried Shriram-9681.

 

FINDINGS

shriram-9681 others

90

10

farmers tried earlierSeries1

About 60% of the farmers mainly prefer yield as a parameter while buying corn seeds.

60%20%

5%

5%

10%

attributesyield duration stress tol tip filling seed quality

In the last 3-4 years 50% of farmers get average yield ,10% of the farmers get above average yield and 40% of farmers get below average yield.

above avg avg below avg

10

50

40

Shriram 9681 yieldSeries1

According to the farmers Pioneer gives high yield to them from last years.40% of the farmers get good crop by using pioneer.

40%

25%

15%

12%

8%

High Yielding Varietypioneer Hishell NK-30 Mukta Shriram 9681

45%

25%

3%2%

5%

10%

10%

influencers to farmersown experience fellow farmer advice brand name attractive pckgcompany employee free demo discount/gifts

60%20%

10%

10%

FARMER DEMANDSYNGENTA SHRIRAM PIONEER OTHERS

55%

20%

15%

10%

Brand Pullsyngenta pioneer shriram others

Strengths  Well known brand in farmers Well established wholesalers and dealers

network Good field force to work in villages Contact with individual farmers through

meetings 

SWOT Analysis of Shriram Bioseed Hybrid Corn 

Weakness Lack of proper planning and activities for

corn promotion throughout the year Less profit margin to dealers Non control of price war Timely supplies

Opportunities Market is shifting from Low-Midium yield to

high yield products. Company has got good products like Rajkumar & Commando in this segnmnet. 

Threats Threat of new entrants in the market Threat of bargaining power of dealers Threat of bargaining power of farmers

OBJECTIVE: The objective is to plan the promotional

activities and implementation and day to day monitoring of promotional activities in assigned territories.

PROMOTIONAL ACTIVITIES

Small Farmer meetings in villages Postering on roads sides & villages Distribution of

leaflets ,testimonials ,literatures Jeep campaining in villages Mega Farmers Meetings . POP display at retailers counters Individual farmers contact  

The promotional tools used by the company are

Postering on roads sides & villages Distribution of leaflets ,testimonials ,literatures Jeep campaining in villages POP display at retailers counters Distributing free gifts Giving free demo in mega farmer meetings Sales promotion activities for farmers like: Monsanto

give a bucket free with two packet of hishell. Organizing road shows for the farmers. AV Ven Camel & Rickshaw show 

Competitor’s Promotional Activities

Literatures , leaflets used by Shriram Bioseed Hybrid Corn for promotion

Mega Farmer Meeting Organized by Shriram .

Night meetings with farmers

Small farmer meetings

By doing promotional activities ,organizing farmer meetings at small and mega level we analyze that the farmers are again attracted towards our brand and many farmers are agree to buy our product i.e Shriram Bioseed Hybrid Corn this year.

CONCLUSION

Farmers appreciate our initiative of taking farmer meetings because they get knowledge about good practices of agriculture and awareness about agri-products.

Famers also like that the company’s field assistants , officers individually visit to them and give them knowledge and awareness about agriculture and agri-products.

PRICING STRATEGIES The pricing policy should be clear by the

company to wholeseller level, dealer level, retailer level. If the price of product is clear at these levels than it can help in reduction of price wars which I generally notice in that area.

RECOMMENDATIONS

Distribution Strategies Company not to have distribute material to

those dealers who did not have capacity to sell, besides this company can go for new parties who have demand for our product.

Promotion Strategies Besides doing mainly farmer meetings

company have to use discounts, coupons, free demo, sales promotion schemes at wholesaler, dealer and retailer level

Sales Force Strategies Company should hire the field assistants

throughout the year for corn. Company should provide proper facilities ,

TA , DA, to the field assistants such that they work more efficiently.

Company should have a permanent officer in the Neemuch(M.P) region who look all the activities throughout the year.