my summer

my summer

• 1.
  PROJECT TITLE “IMPLEMENTATION ANDEVALUATION OF BRAND PROMOTIONAL ACTIVITIES FOR DENTOTSU IN GROUNDNUT” Submitted by Anand Gupta PGDM- Agriculture 2015-17 ICAR-National Academy of Agricultural Research Management Institute Mentor : Dr.P.Venkatesan Senior Scientist (ICAR-National Academy of Agricultural Research Management, Hyderabad) Company Mentor: Mr. D.B. Patel Territory Manager Sumitomo Chemical India Pvt Ltd
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  Global and IndianMarket Scenario • Crop protection market is almost at saturation in developed countries whereas in regions such as Asia Pacific, Middle East and Latin America will offer high growth opportunities in the future. • Market Size: $48 US Billion 2014 and estimated $71.3 billion in 2018, with a CAGR of 7%. • Top Producing Countries : USA>Japan>China>India 25.8 48 71.3 0 10 20 30 40 50 60 70 80 FY 6 FY 12 FY 18 Financial year USD Bn Source: Industry Reports, Analysis by Tata Strategic 2.25 2.0 3.3 4.2 12%USD 4.25 bn USD 7.5 bn Total Export Domestic FY 14 FY 19 • Size: USD 4.25 billion in FY2014 • Second largest manufacturer of pesticides in Asia, second only to Japan • Exports: 50% of the market
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  • To Implementthe brand promotional activities for Dantotsu. • To get the perception of Dealers and farmers about use of insecticide for control of white grub insect in groundnut crop in Territory Idar, Gujarat. • To suggest suitable brand promotional mix for increasing the adaptability of Dantotsu.
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  Study Area Territory Idar, Sabarkanta district,Gujarat
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  Research Methodology Sources ofPrimary Data Primary data was collected from Farmers Sample size • No. of villages- 30 • No. of farmers- 681 Sampling Technique Purposive and Simple Random Sampling. Data Analysis: The collected data were properly decoded and used for analysis. The data were analyzed in MS Excel.
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  Company Profile • Sumitomois MNC which operates in many developed and developing countries. • A Japanese word SUMI + TOMO • Sumi means Environment & Tomo means Friend • Founded September 22, 1913 , Head office (Tokyo) • At present, the Sumitomo Chemical Group, including over 160 companies (as of March 31, 2016)subsidiaries and affiliates • Net sales JPY 2,101.8 billion • Income JPY 81.5 billion (2015) • India-2000 ,HQ-Mumbai (MH)
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  Product Detail • Uniquemode of action • Effective against strains resistant to other type of insecticides • Good systemic action • Broad insecticidal spectrum • High insecticidal activity with low dosage • Long residual activity DANTOTSU
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  Brand Promotional Activity FARMERSMEETINGS Big Farmer’s Meetings
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  Small Farmer’s MeetingsMilk Dairy Meetings Kisan Mela
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  Field Demonstrations • PersonalContacts Distribution of Literature
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  Farmer classification Farmer’s Category Large,2%, Marginal, 8%, Medium, 24% Semi- Medium, 43% Small, 23% Land Holding • Majority of our Sample contains Semi-Medium Farmers • Categorization of Farmers ( In Ha): 0-1 Marginal 1-2 Small 2-4 Semi Medium 4-10 Medium 10+ Large • Majority of farmer using Dantotsu • Comparison to another product brand value of Dantotsu is good Yes , 62% N0, 38% Dantotsu Use Yes N0
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  Information refers toraising customer awareness of a product or brand, generating sales, and creating brand loyalty. Survey revealed that main source for the farmers about the pesticide are Retailers followed by Company representative. Hence, influencing marketing can be done through these media. Source of Information about Product 32% 28% 11% 10% 10% 6% 3% Dealers MDO Free Damo Farmer Meeting Fellow Farmer Personal contacts Poster
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  Brand Awareness Dantotsu, 56% Ekalux, 17% Lysenta, 11% Regent,5% Slayer, 11% Dantotsu Ekalux Lysenta Regent Slayer Major Brands Dantotsu 50% Ekalux 25% Lysenta 6% Regent 6% Slayer 13% TOP OF MIND FOR GROUNDNUT 13% 23% 20% 18% 7% 19% Farmers Expectation about product Reasonable price Good quality Demonstration Easily available Improve promotional activity Expert visit
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  SWOT Analysis of-Sumitomo Chemical India Private Limited S TRENGTHS W EAKNESSES OPORTUNITIES T HREATS • Very Strong Brand Image • Already existing Market Share • R & D and Innovation • Product Diversity (Crop) • Field Assistant Approach • High Product Price • Low Margin • Large no of Competitors • Changing Perception of the Consumers • Large Untapped Indian Agro Chemical Markets • Local products at low price • Traditional Indian farmers mindset • Strong competition by Low Price chemical NegativePositive
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  Conclusion Based on theresults of the survey and graphical analysis , it seems quite logical to conclude that : • Majority of farmers are using Dantotsu in past and Good brand image of Dantotsu • 32% of farmers are influence by Dealers for selection of pesticides. • 28% of farmers are influence through MDO and fellow farmer (11%) • 50% famers top of mind is Dantotsu. • 56% farmers think Dantotsu is major brand for groundnut. • Most of the Dantotsu users were unaware about the appropriate method and Pesticide doses
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  Suggestions • To increasethe marketing activities at frequently basis e.g. Road show, trade show, free distribution of leaflets, advertisement in local newspaper, farmer meetings etc. • Company should also provide the promotional offer to the farmers in different season like free coupon, free sampling, gifts etc. • Company should motivate the channel member by giving them incentives to dealers and promotion to sales executives. • Company should also enhance the cash discount, rate of advance booking, liberal credit policy and profit margin to their distributors.
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  Key Learning’s • Anexperience to work with a top class MNC. • Work Culture and Time management. • How to marketing a product. • Interaction with People at different geographic locations. • Brief knowledge about Pesticide market and Industry • Tata Strategies report • Indiaagristat.com. • FICCI Report on Agrochemicals. • Company Annual Report. References