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PROJECT REPORTON

MARKET RESEARCH AND PROMOTION OF MAHADHAN

BENSULF IN BHOR TAHSIL OF PUNE DISTRICT

AT

DEEPAK FERTILIZERS AND PETROCHEMICALS CORPORATION

LIMITED , PUNE

By

Mr. BANKHILE ASHISH DINKAR

(Regn. No. 08/ 221)

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)


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MARKET RESEARCH AND PROMOTION OF MAHADHAN

BENSULF IN BHOR TAHSIL OF PUNE DISTRICT

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. Bankhile Ashish Dinkar

(Regn. No. 08/ 221)

Approved by

Mr. A. P. Giram Dr. R.K. RahaneProject Supervisor Project Guide and Head,Dy.Marketing manager Master of Business Management

(Agribusiness sale) (Agri.),DFPCL, Pune College of Agriculture, Pune

Dr. R. K. Rahane Dr. B. R. UlmekProfessor and Head M. B. M.(Agri.), Associate Dean,

College of Agriculture, Pune College of Agriculture, Pune

Master of Business Management (Agri.),

COLLEGE OF AGRICULTURE, PUNE- 411 005

(Maharahstra)

(2009)


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CERTIFICATE OF ORIGINALITY

This is to certify that the project entitled Market Research and

Promotion of Mahadhan Bensulf in Bhor Tahsil of Pune district is an

original work of the student and is being submitted in partial fulfilment for the

award of degree inMaster 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 fulfilment of the requirement of a course of

study.

Mr A. D. Bankhile Dr. R. K. RahaneProject Guide and Nodal Officer,

Master of Business Management (Agri.),College of Agriculture, Pune- 5

Place : PuneDate : / /2009


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Shri. A. P. Giram,Project Supervisor,Deputy Manager (Agri business sale)Deepak Fertilisers & Petrochemicals Corporation Ltd.Pune.

CERTIFICATE

This is to certify that the project entitled Market Research and

Promotion of Mahadhan Bensulf in Bhor Tahsil of Pune Districtsubmitted

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 Ashish Dinkar Bankhile

(Registration No. 08/221)under my supervision and that no part of the project

has been submitted for any other degree.

Place : (R.K. Rahane)

Date:


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Dr. R. K. Rahane,M.Sc. (Agri.) Ph. D.,

Project Guide and HeadMaster of Business Management (Agri.)

College of Agriculture, Pune- 5

This is to certify that the Project entitled Market Research and

Promotion of Mahadhan Bensulf in Bhor Tahsil of Pune District' 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 ASHISH DINKAR

BANKHILE (Regn. No. 08/221) 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. (R. K. Rahane)

Date : / / 2009

CERTIFICATE


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ACKNOWLEDGEMENT

I obliged toDeepak fertilizers & Petrochemicals Corporation Ltd, Punefor laying the

building blocks of logic and pragmatism in my life. This report, in a way is a reflection of

these values. The organizational traineeship segment (OTS) provided me with a unique

opportunity of working with an organization.

I am highly indebted to Mr.V.B. Patil (Dy. General Manager Agribusiness) for

providing me with exceptional opportunity of working for a dynamic organization like Deepak

Fertiliser and Petrochemicals Corporation Limited, Pune.

I feel immense pleasure in expressing my sincere and profound sense of gratitude toMr. Abhjit.P.Giram (Dy. Marketing Manager agribusiness) DFPCL, & Mr.R.K.Kolhe (Dy.

Marketing Manager Agribusiness ) DFPCL for his inspiring and affectionate guidance,

unending kindness, constant encouragement and constructive criticism during the course of

summer project and in the preparation of this report.

I feel the need to express hearty gratitude to Mr. S. N. Bangar (Assistant General

Manager of DFPCL), Mr. S. R. Suranje (Senior Manager of DFPCL) For inspiring and

affectionate guidance, unending kindness, constant encouragement and constructive criticism

during the course of summer project and in the preparation of this report.

I am immensely overjoyed to acknowledge my sincere thanks to Dr.R.K.Rahane

(Professor and Head, M.B.M.) for providing necessary guidance during my summer project.

I express my thanks toProf. B. B. Gawade andAsstt.Prof. B.N.Pawarwho has made

available all the requisite facilities with constant encouragement throughout the period of my

project work

I am deeply indebted to Dr. B.R. Ulmek Associate Dean, College of Agriculture,

Pune

without whose help and guidance this project would not have been completed.

I would also like to thank myFamilyandFriendsfor their encouragement during my

project and also to those who have helped me directly or indirectly in preparing this

report.Special Thanks are always to all Farmers & Dealers of Bhor tahsil for their co

opration.

Place:Pune Mr.Ashish Bankhile


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CONTENT

Cha. No. Title Page

Certificate of Originality

Certificate of Project Supervisor

Certificate of Project Guide

Acknowledgement

i

ii

iii

iv

EXECUTIVE SUMMARY

1INTRODUCTION

1.1 Meaning of fertilizer

1.2 Role of nutrients

1.3 Global scenario of fertilizers

1.4 Importance of study

1.5 Objective of study

1.6 Scope of study

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2RESEARCH METHODOLOGY

2.1 Research design

2.2 Sampling plan

2.3 Research instrument

2.4 Collection of data

2.5 Analysis tools used

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3RESULTS AND DISCUSSION

3.1 Industry profile3.1.1 Fertilizer industry in India

3.1.2 Production

3.1.3 Consumption

3.1.4 Imports of fertilizers

3.1.5 Pricing policy

3.1.6 Fertilizer policy

3.1.7 Distribution of fertilizer

3.1.8 Fertilizer promotion

Continued.

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Cha. No. Title Page

3.1.9 Investment in fertilizer industry3.2 Organizational profile

3.2.1 Deepak Fertilizers and Petrochemicals Corp. Ltd.

3.2.2 DFPCLs business

3.2.3 Social responsibilities

3.2.4 Corporate goals of DFPCL

3.2.5 Products

3.3 Analysis of nutrient status of soil

3.3.1 pH content of soil

3.3.2 Electrical conductivity of soil

3.3.3 Organic carbon content of soil

3.3.4 phosphorous content of soil

3.3.5 Available potassium content of soil

3.4 Analysis of competition in market

3.4.1 Awareness of competitor sulfur fertilizers

3.5 Customer perception about Bensulf

3.5.1 Use of Mahadhan Bensulf

3.5.2 Benefits by using Bensulf

3.5.3 Source of information

3.5.4 Reactions about quality

3.5.5 Reactions about price

3.5.6 Level of education

3.5.7 Total turnover of last year3.5.8 Supply of Bensulf

3.5.9 Reaction of dealer about price

3.5.10 Preferable bag size

3.5.11 Suggestions by dealers

3.6 Mini advertising campaign

Continued

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Cha. No. Title Page

3.6.1 Objectives

3.6.2 Purpose behind selection of site

3.6.3 methodology used

3.6.4 Reasons behind methodology used

3.6.5 Relation between awareness and trial

3.6.6 Reactions of farmers in campaign

3.7 Findings

3.8 Conclusion

3.9 Recommendations

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REFERENCES

APPENDIX I

APPENDIX II

VITA


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LIST OF TABLES

Sr

No.

Table

No.Title

Page

No.

1 1.1 Production of fertilizer 4

2 3.1 Growth in fertilizer consumption 12

3 3.2 Major players in fertilizers 16

4 3.3 PHcontent of soil 23

5 3.4 E.C. of soil 23

6 3.5 Available Organic carbon of soil 24

7 3.6 Available phosphorus of soil 25

8 3.7 Available potassium of soil 25

9 3.8 Awareness of competitors of Bensulf 26

10 3.9 Benefits of Mahadhan Bensulf 28

11 3.10 Sources of information to motivate use of Bensulf 29

12 3.11 Reaction of farmers about quality and avaibility of farmers 30

13 3.12 Reaction of farmers about price 31

14 3.13 Educational level of dealers 32

15 3.14 Total turnover of Dealers of last year 33

16 3.15 Reaction of dealers about supply of Bensulf 33

17 3.16 Reaction of Dealers about price of Bensulf 34

18 3.17 Size of bag more preferable 35

193.18 Suggestions given by Dealers to increase sale 36


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LIST OF GRAPHS/ CHARTS/ MAPS

Sr

No.No. Name of the graphs / graphs/ maps

Page

No.

1 3.1 Major segments in fertilizer 11

2 3.2 Awareness of competitors of Bensulf 26

3 3.3 Use of Bensulf 27

4 3.4 Benefits of Mahadhan Bensulf 28

5 3.5 Sources of information to motivate use of Bensulf 29

6 3.6 Reaction of farmers about quality and avaibility of farmers 30

7 3.7 Reaction of farmers about price 31

8 3.8 Educational level of dealers 32

9 3.9 Total turnover of Dealers of last year 33

10 3.10 Reaction of dealers about supply of Bensulf 34

11 3.11 Reaction of Dealers about price of Bensulf 35

12 3.12 Size of bag more preferable 36

13 3.13 Suggestions given by Dealers to increase sale 37

14 3.14 Relation between awareness and trial 39


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EXECUTIVE SUMMARY

MARKET RESEARCH AND PROMOTION OF MAHADHAN BENSULF INBHOR TAHASIL OF PUNE DISTRICT

By

Mr Ashish Dinkar Bankhile (Regn. No. 08/ 221)

A candidate for the degree of

MASTER OF BUSINESS MANAGEMENT (AGRICULTURE)__________________________________________________________________________________

Research Guide : Dr. R. K. RahaneDepartment : Master of Business Management (Agri.),College of Agriculture, Pune-5

___________________________________________________________________________

Deepak Fertilizers & Petrochemicals Corp. Ltd. is a well known name in Agri-

Business. It is a DFPCL enterprise which is symbol of quality and trust in Indian market. It is

one of the most admired, fastest growing company with focus toward diverse business like

innovations, fertilizers, international business and consultancies.DFPCL is a vast experience

and extensive research in agricultural products has geared up to meet global challenges. It's

little wonder then that DFPCL has emerged as one of the leaders in the Indian Fertilizers

Industry.

This project at DFPCL was based on market research of Bensulf by direct contact with

Farmer & Dealer. Also project involved analysis of soil nutrient status of soil. 21 soil samples

were collected, out of which 5 samples are of greenhouse. Also one Mini advertising campign

was held in Nasarapur to increase awareness.

Project was conducted under the guidance of the Mr. Abhijit P.Giram. (Dy. Marketing

Manager DFPCL) and Dr. R.K.Rahane (Nodal officer M.B.M.)

The Research approach used was survey method, in which 50 farmers were selected

randomly while 4 dealers and 6 sub dealers were selected purposefully to cover maximum

number. The survey was conducted in Bhor tahsil where vereity of crops are grown like

Sugercain, Onion, Tomato, Bringal Cauliflower. There is also large area under greenhouse in

which Gerbera is major flower crop. Also paddy is major crop grown in that area.


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Questionnaire was used as a research instrument to gather the information with an

intension to find the customer perception about the product & analysis of competition in themarket. There were two types of questionnaire made for the survey, one for the farmer and

another for Dealer/ Distributor.

Through this project, it found that Mahadhan Bensulf is branded product, customer are

aware about the Bensulf but not at expected level. The farmer who used the product are

satisfied with its results so they are repeating their purchases. But about one third farmers are

still away from using Bensulf though product giving best results. Therefore efforts should be

taken to increase the awareness & use.

Also farmers use Bensulf mixing with other major fertilizer so they cant identify the results of

Bensulf separately. Many of farmers treated Bensulf as costly product. Bensulf is available to

the farmers with sufficient quantity. Krishi seva kendra is the major score of information to

motivate the use of Bensulf.

Dealers of Bhor area have large business. Dealers treated Bensulf as quality product.

Avaibility of Bensulf is not a problem. Most of the Dealers treated Bensulf having appropriate

price. According to dealer DFPCL is behind in sales promotion activity. Lack of field level

workers is the major problem in Bhor area.

To enhance the growth DFPCL may concentrate on increasing awareness, sales

promotion activities, providing soil testing facility. Separate and dedicated manpower/sales

team to capture the market, more importance on field work, group meetings with farmers and

field.

To make strong position in the market and particularly in Bhor tahasil company should

consider following recommendations

1) Company should provide quick soil testing facility with reasonable price to the farmers.

2) Sugarcane and vegetables are grown on large scale in Bhor tahsil. Also increasing area

Under under greenhouse therefore company should try to increase awareness of Bensulf in

that area.

3) Dealers and innovative farmers are the most effective tools to disseminate information

about the product so product literature should be shown in the krishi seva kendra and focus

on the innovative farmers.


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4) Field demonstrations should be taken on the field of innovative farmers in the area.

5) Create more demand for the product by reducing margin of dealers and providing productto farmers with low cost.

6) Company should maintain quality of Bensulf to the best level because farmers of that area

are more result oriented & they treated Bensulf as quality product.

7) There should be one Sartthi centre for that area to provide consultancy for Agriculture.

8) There should be network of strong field level staffs, necessary to increase sell.

9) Company should more focus on field demonstrations, farmers meeting and field visit to

enhance the company growth in future.

- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -Mr Ashish Bankhile Pages : 42

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1.INTRODUCTION

In todays competitive world while entering in the market it is very necessary to have

good knowledge of the potential of a particular market also the information regarding the

activities of competitors existing in the market. Also it is necessary to retain the existing

customers and attracting new customer.

The project at DFPCL was with two major aspects i.e. to find out the customer

perception of Mahadhan Bensulf (specialty product contain 90 % sulphur). Apart from this the

project was also deals with the activities regarding the generation of demand through different

promotional activities, also to analyze the competitors activities then to find companys

strengths, weaknesses, opportunities and threats. Lastly different recommendations and

suggestions are given to help company to market its product at its best.

Since DFPCL is enjoying large market share in fertilizer segment. Though there are

many competitors had well positioned in fertilizer segment like RCF, Zuari, Narmada, IFFCO,

Rama Krishi Rasayan, Ranade micronutrient, Raj fertilizers ltd., Godrej agrovet ltd.,

Nagarjuna, Birla agrichem, Indian Potash Ltd. etc. Proper communication continues contactwith the farmers also focus on demonstration is very important in fertilizer segment in to

position the brand in consumers mind. In fertilizer segment in very first year it is very

necessary to create awareness of the product by maximum reach to the customers, to find the

weaknesses of the company and to analyze the competitors activity. To communicate

effectively, marketers need to understand the fundamental elements underlying effective

communication applying promotional tools like Individual farmer contacts, Farmers Meeting,

Field demonstrations, Display of posters, Distribution of literature, Paper advertisement, and

attractive schemes for retailers etc.

With the boom in the Agriculture sector and the potential of fertilizer segment many

company are there in market. Also many companies are entering in to the fertilizer segment.

With every new product being launched and different companies entering the market, DFPCL

have to look into new marketing strategies to market its product which have been highlighted

in the project. Before, entering into the market it is essential to understand the meaning of

fertilizers.


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1.1 Meaning of fertilizer

There are several sources of plant nutrients. The two most important are organicmanure and mineral fertilizers. When manure and crop residues are used, mineral fertilizers

supply the outstanding nutrient balance needed for good crop yields. In most parts of the

world, the balance to be supplied by mineral fertilizers is substantial. Fertilizer production

entails gathering raw materials from nature; treating them in order to purify them or increase

their concentration; converting them into plant-available forms; and often combining them

into products that contain more than one nutrient. Any natural or manufactured material that

contains at least 5% of one or more of the three primary nutrients - nitrogen (N), phosphorous

(P), or potassium (K) - can be considered a fertilizer. Industrially manufactured fertilizers are

sometimes referred to as "mineral" fertilizers.

1.2 Role of nutrients

Soils may be naturally low in nutrients, or they may become deficient due to nutrient

removal by crops over the years without replenishment or when high yielding varieties are

grown that have higher nutrient requirements than the local varieties.

Macronutrients are needed by plants in large quantities. The "primary nutrients" are

nitrogen, phosphorus, and potassium. Today, sulphur is also considered a key macronutrient.

Macronutrients include both primary and secondary nutrients.

Micronutrients (or "trace elements") are required in very small amounts for correct

plant growth. They need to be added in small quantities when they are not provided by the

soil.

Every plant nutrient, whether required in large or small amounts, has a specific role in

plant growth and food production. One nutrient cannot be substituted for another.Nitrogen

Nitrogen is the motor of plant growth which is taken up from the soil in the form of

nitrates or ammonium. As the essential constituent of proteins, nitrogen is involved in all the

major processes of plant development and yield formation.

Phosphorus

Phosphorous performs a key role in the transfer of energy. It is essential for

photosynthesis and other chemico-physiological reactions. Phosphorous is indispensable for


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cell differentiation, as well as for the development of the tissues that form a plant's growing

points. Most natural and agricultural soils are phosphorus deficient. When there are problemswith phosphorous fixation, this also limits its availability.

Potassium

Potassium activates more than 60 enzymes, (the chemical substances that govern life

and play a vital part in carbohydrate and protein synthesis). It improves a plant's water regime

and increases tolerance to drought, frost and salinity. Plants that are well supplied with

potassium are less affected by disease.

Sulphur

Sulphur is an essential constituent of protein. It is also involved in the formation of

chlorophyll. Sulphur is as important in plant growth as phosphorous and magnesium, but its

role has often been underestimated.

Magnesium

Magnesium is the central constituent of chlorophyll, the green pigment in leaves that

functions as an acceptor of the energy supplied by the sun: 15-20% of the magnesium in a

plant is found in the green parts. Magnesium is also involved in enzyme reactions related to

energy transfer.

Calcium

Calcium is required for root growth and as a constituent of cell wall materials. Most

soils contain sufficient plant-available calcium. Deficiencies may occur in strongly calcium-

depleted tropical soils. Calcium is usually applied to limit or reduce soil acidity.

1.3 Global scenario of fertilizers

World fertilizers and raw materials production during 2007 was 154.345 Mt ofammonia, 144.134 Mt of urea, 176.113 Mt of Phosphate, 27.239 Mt of DAP, 55.402 Mt of

potash and 48.143 Mt of sulphur.China rank first in production of ammonia, urea and

phosphate. United States rank first in production of DAP and sulphur.also Canada rank first in

production of potash.


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Table 1.1 Production of fertilizer and raw materials 2007 (million tonne)

Country Ammonia Urea Phosphate DAP Potash Sulphur

China 49.010 54.035 62.666 6.870 3.130 -

Russia 13.151 20.216 30.231 1.498 10.622 6.372

India 11.984 6.261 27.638 4.559 - -

United States 9.787 5.858 10.937 7.944 - 8.400

Indonesia 5.222 5.810 8.005 - - -

Trinidad 5.219 4.759 6.095 - - -

Canada - - - - 17.840 7.665

Belarus - - - - 8.286 -

Germany - - - - 6.032 -

Israel - - - - 3.577 -

Saudi Arabia - - - - - 3.100

Abu Dhabi - - - - - 2.183

Japan - - - - - 1.967

Morocco - - - 1.063 - -

Tunisia - - - 1.027 - -

World 154.345 144.134 176.113 27.239 55.402 48.143

World fertilizer consumption seen as dropping five per cent in 2008/09 Like other

commodities, fertilizers has been affected by the economic downturn. Aggregate world

fertilizer demand in 2008/09 is seen as down 5.1 per cent compared with the previous year,

from 168.1 to 159.6 Mt nutrients. Nitrogen has been much less affected,

as farmers cannot afford drastic cuts in N fertilizer application rates without immediate yield

penalties, contrary to the situation with P and K fertilizers. N, P and K fertilizer demand isestimated as down 1.6, 7 and 14 per cent respectively. Thus, the global N: P2O5:K2O ratio is

seen as deteriorating from 1.00:0.38:0.28 to 1.00:0.36:0.24. Drops in consumption are

registered in all the regions except South Asia and Eastern Europe and Central Asia (EECA)

two regions where farmers enjoy strong governmental support for greater fertilizer use and

Africa. The largest contractions in volume are observed in Western and Central Europe, North

America and Latin America. With the prevailing


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strong agricultural market fundamentals and anticipated progressive recovery of the world

economy, world fertilizer demand is seen as slightly rebounding in 2009/10 (+3.6 per cent) to165.4 Mt, with growth rates of 2.6 per cent for N, 6.1 per cent for P and 4.1 per cent for K.

1.4 Importance of Study

The fertilizer industry in India going through rapid changes, there are varieties of good

products in the market. New farming methods, increased awareness, understanding and

acceptance for modern farming methods are help to improve the agrochemical and fertilizer

industry with these plus point competition between fertilizer industry has become dangerousand demand for one company product has become uncertain also product life cycles have

shortened.

This study will help in knowing the present competitor, satisfaction level, perception of

farmer towards the Mahadhan Bensulf. The work will be of great importance for companys

sales promotion. For DFPCL it become more important for study the competitors in Pune

area, demand, satisfaction level of farmer, awareness and to knows the market position of the

Mahadhan Bensulf in Bhor tahsil.

1.5 Objective of study

To analysis the nutrient status of soil

To analysis of the competition in the market

To study the customer perception about Mahadhan Bensulf

To promote the product among farmer community.

1.6 Scope of the study

1. Area covered: Bhor tahsil of Pune district.

2. Product focused: Mahadhan Bensulf (specialty fertilizer)

3. Duration: 1 June 31 July

4. Market segment: Dealers and farmers.


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In Todays market position Bensulf is not that much well settled product in the market.

Bensulf introduced in the market by Deepak fertilizer and petrochemical ltd. in 2001 asspecialty product containing 90 percent sulphur. Indian farmers are now days gaining

importance of secondary nutrients like calcium, magnesium and sulphur therefore farmers are

increasing the use secondary fertilizers day by day.

So this project facilitates to determine the need of farmers, their satisfaction level and

reactions about product like price, quality, and avaibility.


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2. RESEARCH METHODOLOGY

The major topics included in this chapter are research design of the study, design of the

schedules, procedure used for collecting the data, and analytical tools used for arriving at

meaningful conclusions.

2.1. Research Design

Exploratory and Descriptive type of research has been conducted. Exploratory research

is also known as qualitative research.

Research was conducted with the help of open and close ended questionnaire.Questionnaire contains different type of questions which focused on problem solving seeking

objective. Personal interviews of different farmers and dealers/ retailers was taken which

provided key information about the competitive movement in the market. Report is prepared

on the basis of answers given by various farmers and dealers/ retailers.

This study is restricted to 50 farmers and 10 dealers in that area. The survey method

used for data collection had some limitations in getting reliable information. There, was found

some biasness in the answers to some questions by the respondents. Also, time constraint was

one of the limitations.

However, the study was mainly conducted in four steps;

1.

Designing of suitable questionnaire.

2. Survey and data collection.

3. Analysis of the data.

4. Interpretation of data.

2.2. Sampling plan:

Method of sampling: Simple random technique is used for sampling.

Sample size: Number of Dealers -10

Number of Farmers -50

2.3.Research Instrument:

The research instrument used in project was well defined structured questionnaire.

The intension of survey was to find the level of customer perception and analysis of


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competition in the market. Initially, the questionnaires were tested on a few respondents to

establish the reliability and validity of the questionnaire.The questionnaire consisted of following type of questions:

i. Close ended:These are the questions that specify all the possible answers that are easy to

tabulate and interpret. Further sub-types used are

a.

Dichotomous questions: These are the questions with only 2 possible answers.

b. Multiple choice questions: These are the questions with more than 2 or more answers.

ii. Open ended:

These type questions allow respondents to answer in their own words & often reveal

about how people think. They are especially useful in exploratory research where researcher is

looking for insight into how people think rather than how many people think in a certain way.

The sub-types used are

a. Unstructured questions: Respondents can answer in unlimited number of ways.

b. Word association: Respondents mention what comes to their mind when they hear the

brand name.

2.4. Collection of Data:

a) Primary data

Primary data were obtained through a specially designed questionnaire for the farmers

and dealers/ distributors in the study area. Actual interaction with farmers/ dealers gives exact

picture of the situation in the field and market itself.

b) Secondary data

Companys employee, Agricultural department, Internet, Agricultural Magazines,

News articles were the source of secondary data for the study.

c) Selection of Respondents:Farmers: Farmers are selected randomly.

Distributor: Maximum available in that area.

2.5. Analytical tools used:

The collected data is categorized in a systematic way according to need of objectives

and then simple percentages and averages are calculated .Results are presented in the form of

charts, graphs etc.


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3. RESULTS AND DISCUSSIONS

3.1 Industry Profile

3.1.1. Fertilizer Industry in India

The Indian Fertilizer industry had a very humble beginning in 1906, when the first

manufacturing unit of Single Super Phosphate (SSP) was set up in Ranipet near Chennai with

an annual capacity of 6000 MT. The Fertilizer & Chemicals Travancore of India Ltd. (FACT)

at Cochin in Kerala and the Fertilizers Corporation of India (FCI) in Sindri in Bihar were the

first large sized -fertilizer plants set up in the forties and fifties with a view to establish an

industrial base to achieve self-sufficiency in food grains.

Fertilizer is a key ingredient in ensuring the food security of the country by increasing

the production and productivity of the soil. The domestic food grain production target has

been set at 320 million tonnes by 2011-12 from the present production of 210 million tonnes.

This target could be achieved by higher productivity through improved farming practices,

expansion of irrigation, better seeds and extensive and balanced use of fertilizers. Towards this

end, the Department is planning to raise the production of urea from the present installed

capacity of 197 LMT to 300 LMT by the end of 11th Five Year Plan i.e., 2011-12 by taking

concrete steps to boost production and productivity, removing regional imbalances in

production and distribution, securing long term tie-ups for supply of feedstock and raw

material etc

3.1.2. Production

The domestic production of N and P2O5was 29 000 and 10 000 tonnes, respectively, in

1951/52. By 1973/74, this had increased to 1.05 million tonnes N and 0.325 million tonnes

P2O5.As a result of the oil crisis in the mid-1970s and the consequent sharp increase in theinternational 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 sharp increase in domestic capacity

and production between the mid-1970s and the early 1990s.

The total production of N and P2O5 rose from 1.51 million and 0.32 million tonnes

respectively in 1975/76 to 7.30 million and 2.56 million tonnes in 1991/92. In 1992/93,

Phosphatic and Potassic fertilizers were decontrolled. As a consequence, the rate of growth in


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the demand for these products slowed. The total production of N reached 10.6 million tonnes

and that of P2O5 reached 3.6 million tonnes in 2003/04. There has been a shift in the productpattern over the years. SSP and AS dominated fertilizer production before the 1960s whereas

urea and DAP dominate production at present. In 2003/04, urea accounted for 84.6 percent of

total N production and di ammonium phosphate (DAP) accounted for 59.9 percent of total

P2O5 production.

Fig 3.1 Major segments in fertilizer

3.1.3. Consumption

Fertilizer consumption in India has increased significantly in the last three decades.

Total NPK (N, P2O5and K2O) consumption increased nine-fold (from 2 million to 18 million

tonnes) between 1969/1970 and 1999/2000. Per-hectare NPK consumption increased from 11

to 95 kg in the same period. After reaching a record level in 1999/2000, fertilizer consumption

in India has been irregular. It has fluctuated around 17 million tonnes since 2000/01.


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Table 3. 1 : Growth in fertilizer consumption in India

.

3.1.4. Imports of Fertilizers

The fertilizer consumption in India has always exceeded the domestic production both

in case of nitrogenous and phosphatic fertilizers. The entire requirement of potassic fertilizers

is imported, as there are no indigenous raw materials available. India has been a net fertilizer

importer and the volume of fertilizer imports is also substantial. India mainly imports Urea,

Di-Ammonium Phosphate (DAP) and Murate of Potash (MOP). Imports constitute about 20

percent of the total fertilizer consumption. Import of nitrogenous fertilizer in India is in the

hands of Multi-import state agencies, although the government is attempting to coordinate

buying based on the demand, international prices and warehousing capacity etc. The

Government efforts would be to increase indigenous capacity in such a way that about one

million tonns of nitrogen could be met from imports. With the decontrol of phosphatic and

potassic fertilizers in 1992, import of DAP and MOP has been freed. Import of raw materialslike rock phosphate, phosphoric acid, sulphur and ammonia has been also decanalised since

then.

3.1.5.Pricing Policy

The fertilizer policy is aimed at increasing consumption to meet the food and fiber

requirement of growing population through setting up required production capacities, ensuring

that quality fertilizers are made available to the farmers throughout the country at uniform and

affordable price. It was also recognized that fertilizer use should be profitable to the farmers

YearFertilizer (NPK) Consumption

Million Tonnes Kg/Ha

1969-1970

1979-1980

1989-1990

1999-2000

2000-2001

2001-20022002-2003

2003-2004

1.98

5.26

11.57

18.07

16.70

17.3616.09

16.80

11.04

30.99

63.47

94.90

89.30

92.8086.01

89.80


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for which he must get a certain minimum return for the produce. This led to the announcement

of procurement prices and minimum support prices for several crops from 1970 onwards. TheMarathe Committee was assigned the task of resolving the issue of keeping Farm Gate Prices

(FGP) of fertilizers at an affordable level in the face of rising production/import costs. Its

recommendations in 1977 led to the birth of the Retention Price Scheme (RPS). This scheme

was intended to ensure that both the fertilizer producers as well as the farmers should find it

worthwhile to produce and use fertilizers. The policy aimed that each manufacturer is able to

get 12 perent post-tax return on investment on efficient operation regardless of the location,

age, technology and cost of production. In addition, the government agreed to reimburse the

cost of transportation from factory gate to railhead and also take care of the distribution

margin. The RETENTION PRICE SCHEME is now restricted to urea only.

3.1.6.Fetilizer Policy

The RPS system helped in achieving the objective of increased indigenous availability

and supplying it to farmers on affordable and uniform price. The difference between FARM

GATE PRICES and RPS is paid to the industry as subsidy. With the growth in fertilizer

production along with escalation in price of raw material and plant cost, the subsidy amount

swelled to huge proportions over the years. In an attempt to reduce the burden of subsidy, the

government has increased urea price by 10 percent w.e.f February 2005. As a result, domestic

urea prices have risen from Rs3320/t (US$ 83/t) to Rs3660/t (US$ 91/t) for bagged deliveries

to farmers. The average subsidy pattern of urea is around US$ 84/t. prior to decontrol of

phosphatic and potassic fertilizers (in the year 1992) subsidy was available to all domestic and

imported fertilizers. The fertilizer subsidy increased from US$ 418 million in 1999-00 to US$

2446 million in 2004-2005. However, the subsidy bill after the decontrol of phosphatic and

potassic fertilizer declined and remained below 1990-91 level.3.1.7.Distribution of Fertilizers

In the beginning, Government of India established the "Central Fertilizer Pool" as the

official agency to ensure equitable distribution of all available, imported and indigenous,

fertilizers at fair prices all over the country. In 1965, the Shivaram Committee laid the policy

foundation regarding production, promotion, distribution and consumption of fertilizers. In

1966, the manufacturers were given the freedom to market up to 50 percent of their production

to the farmers. Fertilizer shortages in the early 1970s led the government to pass the Fertilizer


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Movement Control Order in 1973 which brought the fertilizer distribution and its interstate

movement under government control and supply and distribution was regulated under theEssential Commodity Act (ECA). In order to encourage the availability of fertilizer in interior

areas, the Government started the block level delivery scheme in 1980-81 in which the

transportation cost up to block headquarters, is borne by the government. Under ECA, supply

plans were formulated by the government in consultation with the state departments of

Agriculture and fertilizer industry during 'Zonal Conferences' held twice a year. The objectives

of such exercises were to minimize transportation cost, avoid criss-cross movement of

material and to ensure availability as per requirement all over the country.

In August, 1992 phosphatic and potassic fertilizers were decontrolled and their

distribution is over taken by the manufacturer or importers. Government is, however, keeping

a close watch and any imbalance is brought to the notice of the industry. Urea continues to be

under control and its distribution is governed by ECA allocation.

3.1.8. Fertilizer Promotion

The ideal NPK ratio, aggregated for the country as a whole, is 4:2:1. Prior to decontrol

of phosphatic and potassic fertilizers NPK ratio was 5.9:2.4:1, however, after decontrol in

1992-93 NPK consumption ratio distorted to 9.5:3.2:1 and continued to remain quite wide at

10.0:2.9:1 till 1996-97. With measures like Centrally Sponsored Scheme on "Balanced and

Integrated use of Fertilizers- and "National project on Development of Fertilizer use in Low

Consumption and Rainfed Areas" and Concession on P&K have helped in restoring NPK ratio

to some extent and during 1997-98 NPK consumption ratio of 7.7 : 2.7 : 1.0 was achieved.

Fertilizer Industry has also contributed to a great extent in the promotion of balanced fertilizer

use. Farmers' meetings, field days, crop seminars, farmers' training, field demonstrations and

soil testing campaigns are organized to educate farmers on efficient and balanced use offertilizers. Special efforts are made to promote the concept of balanced fertilizer application

using mass communication techniques involving Radio, TV, Films and Printed Literature.

Certain special projects were also launched for transfer of technology in dryland agriculture,

tribal and backward areas. Integrated plant nutrient management is being promoted by

Government of India and the Industry.


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3.1.9. Investment in Fertilizer Industry

The Indian fertilizer industry has witnessed a phenomenal growth in the eighties.However, the growth has tapered off in the nineties and in the recent past only public and

cooperative sectors have made major investments in this industry. Presently public, private

and coop. sector share 45, 33 and 22 percent of N capacity, respectively, whereas their share in

P2O5 capacity is 26, 64 and 10 per cent respectively. New proposals to government for

setting-up fresh capacities in country are mainly from Public and Cooperative sector

Table 3.2.:- Major Players in Fertilizer Industry in India

Public Sector Private Sector Cooperative sector

1.Rashtriya chemicals &fertilizers limited(RCF)

2.Neyveli lignitecorporation ltd. (NLC)

3.Paradeep phosphateslimited (PPL)

4.Pyrites, phosphates &chemicals ltd. (PPCL)

5.Hindustan fertilizercorporation limited(HFC)

6.Brahmaputra valleyFertilizer corporation

limited

7.Hindustan copperlimited (HCL)

8.FCI Aravali gypsumand minerals Indialimited

1.Zuari industries limited- fertilizerlimited

2.Gujarat state fertilizer andchemical limited

3.Coromandel fertilizers limitedSriram fertilizers and chemicals

4.Deepak fertilizers and

petrochemicals corporationlimited (DFPCL)

4.Southern petrochemicalsinds.corp. ltd.

5.Duncans industries limited

6.Mangalore chemicals & fertilizers

limited

7.Gujarat narmada valley fertilizerscorp. limited

8.Indo-Gulf fertilizers & chemicalscorp. limited

9.Godavari fert. & chem. ltd.

10.Nagarjuna fert & chem. ltd.

1.Indian farmersfertilizer cooperativelimited (IFFCO)

2.Krishak bharaticooperative limited(KRIBHCO)


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3.2 Organizational Profile

3.2.1.Deepak Fertilizer and Petrochemicals Corporation limited

The genesis of Deepak Fertilizers And Petrochemicals Corporation could be said to be

in the year 1970 when Mr. C. K. Mehta set up Deepak Nitrite Ltd, combining his skills in

trading and manufacturing. DNL grew by leaps and bounds, surpassing expectations of all

investors and also won many prestigious awards like the Sir P.C.Ray award.

In 1983, Deepak Fertilizers and Petrochemicals Corporation Limited (DFPCL) started

commercial production of ammonia in technical collaboration with Fish International

Engineers (USA) using natural gas as feedstock. This marked the fulfillment of a need for

lateral integration into the world of basic building block chemicals, premium fertilizers and

petrochemicals. At the time, this was India's only merchant ammonia manufacturer. The

International Finance Corporation initially supported this venture of Deepak group in the form

of equity participation in DFPCL.

The company undertook major expansion and diversification in 1989 to achieve

forward integration of ammonia and diversification in Methanol.

In July 1992, DFPCL commenced commercial production of Low Density AmmoniumNitrate (LDAN), Nitro Phosphate (NP), Dilute Nitric Acid (DNA), and Concentrated Nitric

Acid (CNA).

This has resulted in a multi-product portfolio for DFPCL consisting of chemicals,

petrochemicals, fertilizers and other Agri-inputs. To ensure an uninterrupted supply of natural

gas to its plant, DFPCL laid its own 43 km gas pipeline from the coastal fall point of Bombay

High to its plants in Tajola, thus becoming one of the first companies in India to have its own

gas pipeline.

The Company has now diversified into specialty retailing with Ishanya, Indias largest

Design Centre and Specialty Mall for interiors and exteriors. This 5,50,000 sq.ft. Project is

located near the Pune and is home to 52 product and service categories in interiors and

exteriors.

DFPCL has a chemical storage terminal at Jawaharlal Nehru Port Trust (JNPT) to

provide support to its logistics management system and ensure a window to the world trade in

chemicals. It is in the process of adding new storage facilities for Ammonia, Methanol and


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other products. The company also leases port storage capacities at Bombay Port Trust and

Vishakhapatnam.

3.2.2. DFPCL's business can be broadly categorized into: -

1. Chemicals

2. Agribusiness

3. Specialty Retailing

Chemicals: This division of DFPCL manufactures Methanol, various grades of NitricAcid and Ammonia. DFPCL is one of the largest producers of Methanol in India, which in

turn is used to manufacture drugs, pharmaceuticals, DMT, pesticides, methylamines,

formaldehyde, etc. DFPCL is also one of the largest manufactures various concentrations of

Nitric Acid (60%, 68%, 72% and 98%). Ammonium Nitrate: The explosives division

manufactures Low Density Ammonium Nitrate, which is used for making Ammonium Nitrate-

fuel oil (ANFO), blasting agents and also emulsified ANFO (HANFO). DFPCL is the largest

manufacturer of ammonium nitrate in India (capacity expanded to 100.000 tpa in September

2002), and the only one making prilled Ammonium Nitrate (AN). Their products are used for

open cast mining, underground metalliferrous mining and construction Industry...

Agribusiness: This division of DFPCL manufactures 23:23:0 prilled Nitrophosphate

fertiliser under the brand name Mahadhan. DFPCL markets Mahadhan through a network of

over 1000 dealers. Thanks to the company's rigorous adherence to quality, Mahadhan is one of

most widely accepted fertiliser brands in India.

Specialty Retailing: Ishanya: Ishanya is India's first International Design Centre andSpeciality Mall - a centre for excellence in space design and the one-stop shop for interior and

exterior products.

3.2.3.Social Responsibilities

Deepak Charitable Trust (DCT) and the Deepak Medical Foundation (DMF) with the

support of DFPCL and Deepak Nitrite Limited are carrying on development activities for

society.


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DCT has been actively working in the area of mother and childcare. Through an

integrated network of women health workers the foundation has been imparting training andcommunication on health care. Extending the activities on both sides, the Foundation has

catalysed and supported the creation of Aanganwadis, and taken education to youth on family

planning. The Foundation is now working to curtail the spread of HIV / AIDS.

DFPCL takes an active interest in environmental protection. In addition to regulatory

requirements of the State Pollution Boards and Federation of Indian Industries, care is taken to

reduce pollution by incorporation of appropriate effluent handling disposal systems.

The Ishanya Foundation is focused on Women Empowerment, Education and

Health. As its maiden project, the foundation started a Diabetic Centre at the Jehangir

hospital, Pune. The Ishanya Foundation Diabetic Centre is equipped with advanced machines

like Biothesiometer, Hand Doppler, and the RS Scan (foot mapping machine). The centre

offers a preventive, curative and research effort on diabetes. In its outreach programme, a

number of diabetic camps and cataract operations were conducted free of cost for the needy.

The Ishanya Foundation serves 27 villages around Taloja by offering free OPD check-

up by a team of doctors, trained medical and paramedical staff. It has started self help groups

to enable women save money and put it to right use, thereby gaining recognition and respect in

the society. Mobile libraries have been started in three schools in Taloja and joyful activities

are carried out for these children.

Deeper in-roads into agro-inputs and services markets are on the drawing board,

including the MAHADHAN Agriculture Research Centre (MARC), which will serve to

partner with farmers, providing education, training and ensuring that they achieve the best

performance. The Mahadhan Saarrthie initiative is being quickly expanded across

Maharashtra.

3.2.4. DFPCL has set for itself the following Corporate Goals:

To help increase the national agricultural productivity by providing agricultural

inputs and services.

To provide the above inputs and services with least consumption of real resources and

at least cost.


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To obtain for it's employees as decent a standard of living and as good a quality of life

as possible, consistent with the general socio-economic conditions in the country. To secure as high a return on the rate of investment as possible, keeping in view the

requirements of other competing objectives.

To promote self-reliance in all activities in relation to company's operations including

process know-how, design and engineering, erection, commissioning, operations,

maintenance of plants and marketing of products.

To manufacture and market industrial chemicals related to agricultural inputs and also

others based on similar technology and intermediates, by-products, co-products and

waste from the main operations.

To promote, organize, and perform research and development in products, technology,

engineering, soil science and agronomy in furtherance of various corporate objectives.

To improve the environment and minimize to the maximum extent technologically

possible, the harmful emissions, atmospheric discharges and effluents.

To continuously upgrade the quality of human resources and promote organizational

and management development.

To co-operate nationally and internationally in exchange of information and services of

personnel.

To have corporate growth at a pace consistent with availability of resources and

developmental needs of the economy.

3.2.5. Products

Bulk grade:

1.

23:23:0

2. 18:18:10

3. Ammonium Sulphate

4. Single Super Phosphate

5. Murate of Potash


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Liquid grade/ other fertilizers:

1.

19:19:19

2. 12:61:0

3. 0:52:34

4. 13:40:13

5. 13:0:45

6.

0:0:50

7. Calcium Nitrate

8.

Magnesium Nitrate

9. Magnesium Sulphate

10.

Mahadhan Kranti

11.Mahadhan Natural Potash

12.Mahadhan Natural Phosphorou

13.Bensulf

14.Bio-magnesium (Powder)

15.Bio-zinc (Liquid)

16.Bio-phosphorous (Granular)

17.Bio-phosphorous (Liquid)

18.Bio-potash (Granular)

19.Bio-potash (Liquid)

20.Mahadhan Natural Crops

21.

Mahadhan Shakti (Ca-Mg-S)

22.Vegetable Kranti

23.Fruits Kranti

24.Natural Vegetable Special

25.Zincsulf


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Mahadhan Bensulf

Indias only high analysis sulphur fertilizer

Mahadhan Bensulf is a unique fertilizer designed to supply sulphur to plant, an

element that is now recognized to be as important as nitrogen phosphorus and

potassium. It is recommended for use in field crops, vegetables and plantation crop.

Features of Mahadhan Bensulf

90% elemental sulphur

It is available throughout crop life cycle

Minimal leaching losses

It comes in a unique pastille form ensuring

a)

Easy and safe handling

b) No health hazards in use

c) Cane yield and sugar recovery in sugarcane

d)

Oil and protein content in oilseed

Increase resistance to fungal disease.

Promotes nodulation.

Promotes nodulation for biological N- fixation in legumes.

Ensure proper maturity of vines and berries in grape crop.

Improves yield and quality of fruit crop.

Increase tuber to shoot ratio in potato.

It helps to fruit crop to attain the maximum total soluble (TSS) thereby

increasing yields levels.

What is the rate of application of the Mahadhan Bensulf ?

Type of Crop Mahadhan Bensulf (kg/ acre)

Sugarcane and banana 30 - 35

Grape and orange 30 - 35

Vegetables 20 - 25

Cereals and cotton 10 - 15

Tobacco 10 - 20

Onion potato and garlic 20 25


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3.3. Objective- Analysis of nutrient status of soil of Bhor Tahsil

3.3.1. PH

content of soil sample

pH is very important criteria which determines soil health. Following table shows the

acidity or alkalinity of soil which important in nutrient uptake.

Table no. -3.3. pH content of the soil

Sample

no.P

H Range Sample no. P

H Range

1 7.85 Normal 9 7.2 Normal





6 7.08 Normal 14 6.93 Normal7 6.73 Normal 15 6.94 Normal

8 7.57 Normal - - -

All soil samples lying under study area in the normal range of pH. There are no

problems of alkaline or acidic soil.

3.3.2. Electrical conductivity of soil sample

Electrical conductivity affect the absorption capacity of soil. Following table shows

electrical conductivity of soil in study area.Table no. 3.4 Electrical conductivity of the soil

Sample no. E.C. Range Sample No. E.C. Range








8 0.16 Normal - - -

It is observed that, all soil samples are lying in normal range of electrical conductivity

of soil.


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3.3.3 Organic carbon content of soil

Organic carbon indicates nitrogen availability in the soil. Following table shows the

organic carbon content of soil.

Table No 3.5 Organic carbon content of soil

Sample no.Available

O.C.Range Sample no.

Available

O.C.Range

1 0.12 Very low 9 0.33 Low

2 0.35 Low 10 0.27 Low

3 0.09 Low 11 0.21 Low

4 0.41 Medium 12 0.47 Low

5 0.56 Medium 13 0.47 Low

6 0.27 Low 14 0.21 Low

7 0.24 Low 15 0.3 Low

8 0.27 Low - - -

Majority of soil samples are lying in range of low organic carbon content. Which

indicate low nitrogen content. while few of them have medium range.

3.3.4. Available phosphorus content of soil

Phosphorous performs a key role in the transfer of energy. It is essential for

photosynthesis and other chemico-physiological reactions.

Table 3.6 shows the available phosphorus of soil. Normal range of phosphorus

in the soil is 14-20 kg per ha.

Table no. 3.6 Phosphorous content of the soil

Sampleno.

AvailablePhosphorous

Range Sampleno.

Availablephosphor

us

Range

1 23.74 Normal high 9 32.26 High

2 18.37 Medium 10 67.87 Very high

3 32.48 High 11 137.09 Very high

4 135.3 Very high 12 86.46 Very high

5 202.5 Very high 13 13.66 Medium

6 37.86 Very high 14 112.9 Very high

7 30.46 High 15 62.05 Very high

8 12.1 Low - - -


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Majority of soil samples are lying in very high category of phosphorous content which

shows there is no problem for the availability of phosphorous in Bhor tahasil.

3.3.5. Available potassium content of soil

Following table shows available potassium content of soil. Normal range of potassium

is 150-200 kg per ha.

Table no. 3.7 Available potassium content of the soil

Majority of soil samples are lying in very high category.

3.4. Objective - To analyses the competition in the market for Bensulf

3.4.1 Awareness of competitor sulphur fertilizers in farmer community

Following table shows the competitor product for Bensulf in the market about which

farmers are aware.

Table no. 3.8 Awareness of competitor sulfur fertilizers

Name offertilizer

No of respondents Percentage

Sulphur (RCF) 8 11

Prosulf(Mahafed)

14 18

Sulphur(Manasha)

4 5

Bensulf 36 47

Not known 14 19

Total 76 100

Sample

no.

Available

PotassiumRange Sample no.

Available

potassiumRange

1 392 Very high 9 504 Very high

2 112 Low 10 112 Low

3 280 High 11 560 Very high

4 280 High 12 616 Very high

5 1400 Very high 13 336 Very high

6 168 Medium 14 560 Very high

7 448 Very high 15 280 High

8 224 Normal high - - -


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Fig no.3.2Awareness of competitor sulfur fertilizers

Graph shows majority farmers are aware about the Mahadhan Bensulf. It is popular in

the Bhor Tahsil which indicates the good publicity of the produce.

3.5. Objective To find out the customer perception about the Bensulf

3.5.1 Use of Mahadhan Bensulf

Awareness and adoption of the product are two different things in the market.

From Fig 3.3 it is observed that about 66 % respondents ues the Mahadhan Bensulf.

Fig no.3.3Use of Mahadhan Bensulf


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Majority of respondents use the Mahadhan Bensulf in the study area. It indicates

majority farmers are satisfactory with the result of Bensulf.

3.5.2. Benefits observed by using Bensulf

Bensulf is beneficial in different types of crops like it is useful to increase cane

yield and sugar recovery in sugarcane, oil and protein content in sugarcane, increase

fungal resistance, promotes nodulation in legumes, ensure proper maturity of wines

and berries in grape, increase tuber to shoot ratio in potato helps to attain maximum

TSS thereby increasing yield levels in fruit crop.Following table shows the different

uses observed by farmers using Mahadhan Bensulf in different crops.

Table no. 3.9 Benefits of Bensulf

Benefits No. of respondent Percentage

Quality of produce 19 58

Disease resistance 9 27

Production increases 5 15

Total 33 100

Fig no.3.4Benefits of Bensulf


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According to opinion of majority of respondents Bensulf helps to improve the quality

of produce, followed by disease resistance and production.

3.5.3. Source of information to motivate use of Mahadhan Bensulf

Extention services plays major role to motivate the farmers to use Mahadhan

Bensulf. Amongst all services which is beneficial is shown byfollowing table.

Table 3.10- Sources of information

Sr no. Source Respondents Percentage

1 Agro agency 22 67

2 Newspaper, pamphlets, posters 4 12

3 innovative farmer 6 18

4 Agriculture officer 1 3

Total 33 100

Fig no.3.5Sources of information

Chart clearly indicates that Agro agencies plays important role as source of

information to motivate use of Mahadhan Bensulf. It is necessary to pay attention

towards publicity through newspaper, pamphlets, posters etc


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3.5.4. Reaction of farmers about quality and avaibility of Bensulf

Quality is major criteria which affects the sale of product. Thats why it is feltnecessary

to take reactions of the farmers about quality and availability of Bensulf. Table 3.11

illustrates the reaction of the farmers.

Table no. 3.11 Reaction of farmers about quality

Opinion Quality Avaibility

Very god 48 82

Good 40 18

Average 12 0

Below avg. 0 0

Total 100 100

Fig no.3.6 Quality and availability of Bensulf

Majority of farmers are of that opinion that quality of Mahadhan Bensulf is very good

as well as it is easily available.


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Table no. 3.13 Level of education

Level of education Respondents Percentage

SSC 3 30

HSC 3 30

Graduation 4 40

TOTAL 10 100

Fig no.3.8 Level of education

As the education plays important role in management practices. Majority of dealers

having the education up to graduation level.

3.5.7. Total turnover of last year

Turnover is the index of potential of marketing of agriculture input in study

area. Following table shows the business did by the dealers and sub dealers during

last year

Table no. 3.14 Total turnover

Turnover No of dealers Percentage

Below 35 lakhs 2 20

35 70 lakhs 4 40

Above 70 lakhs 4 40

Total 10 100


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Fig no.3.9 Total turnover

Majority dealers comes under the turnover above 35 lakhs, which indicates high saleof the companys product during last year.

3.5.8. Supply of Bensulf

Adequate and regular supply of product is also important part of marketingstrategy. Following are the reactions of dealers and sub dealers about supply ofBensulf.

Table no. 3.15 Supply of Bensulf

Opinion No. of respondent Percentage

Good 7 70

Average 2 20

Below avg. 1 10

Total 10 100

Fig no.3.10Supply of Bensulf


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According to opinion of majority of Dealers supply of Bensulf from the DFPCL is

good. There is no problem of timely supply of Bensulf.

3.5.9. Reaction of dealers about price

Dealers are key players in the supply chain of fertilizers. They directly face

with the final customers therefore it is essential to know their reactions about price of

the product. Following are the reactions of the dealers about the price of Bensulf

Table no. 3.16 Reaction of dealers about price

Opinion Respondent Percentage

Costly 4 40

Appropriate 6 60

Total 10 100

Fig no.3.11 Reaction of dealers about price

Majority of dealers get Bensulf at appropriate prices as against farmers get at costly

prices.


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3.5.10. Size of bag more preferable

Packaging plays important role in positioning of the product. There are mainly

two sizes of bags are available about mahadhan Bensulf. Following table shows the

bag size preferable by the farmers.

Table no. 3.17 preferable size of bags

Bag size Respondent Percentage

25 kg 0 0

10 kg 10 100

Total 10 100

Fig no.3.12Preferable size of bags

As farmers having small land holding therefore all dealers prefer bag size of 10 kg.

There is very less demand for 25 kg bag

3.5.11. Suggestions given by Dealers to create demand among the farmer

Feedback by the farmers is essential to develop a strategy to increase the sale of

the product. Type of feedback about the product shows perception of the product in


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mind of customer. Following are the suggestions given by the farmers to increase the

sell of Bensulf

Table no. 3.18 Suggestion by dealers

Suggestions Respondents Percentage

Field visits 4 24

Farmers meeting 3 17

Field Demonstration 5 29

Cost reductions 2 12

Advertising 1 6

Soil testing 2 12

Total 17 100

Fig no.3.13Suggestion by dealers

Majority of dealers demanding field demonstration, field visits and farmers meeting to

create demand in the farmers.


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3.6. Mini advertising campaign of Mahadhan Bensulf

Place - Nasarapur, Tal - Bhor, Dist Pune. Date 28th

July

Guidelines by Mr.Abhijit P. Giram.

3.6.1. Objectives

Increase customer awareness.

Generate consumer interest which should lead to trial

Generate enquires from target consumer group

Build traffic for a brand at the retail outlet there by generating additional

sales of the product.

Motivate the customer to repeat the purchase.

Increase the rate of purchase

3.6.2. Purpose behind selection of the place Nasarapur.

Nasarapur is the place where on every Sunday weekly bazaar is organised.

Where large number of farmers were came from whole tahsil as well as some part of

the Welha tahasil for weekly bazaar. Therefore there is huge traffic of farmers at every

Sunday. Also Nasarapur is the potential area for agriculture in Bhor tahsil as a result of

which more than 5 Krishi Seva Kendra are located in single Nasarapur village.

Around the area of Nasarapur village there are about 35 green houses are

located. Total area under greenhouse is about 22 23 acres. Whole area of greenhouse

is under Gerbera cultivation where use of Bensulf is advisable. Though farmers are

using Bensulf for gerbera still some greenhouse cultivators are not aware about use of

Bensulf.

There is large area under vegetable cultivation, where vegetables like onion, tomato,

bringal, cauliflower, cabbage are mostly grown. For these vegetable crops Bensulf is

best resulted.

3.6.3. Methodology used -

Advertising stall of MAHADHAN BENSULF and distribution of product literature

(leaflets and pamphlets).

3.6.4. Reasons behind using this methodology

Face to face to contact with farmers which facilities interactions with farmers.


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Large exposure within short period.

Easy feedback of the farmers.

Literacy of the farmers

3.6.5. Relation between awareness & trial

Awareness

Brand knowledge & image

Attitude toward the brand

Action (Trial)

3.6.5. Relation between awareness & trial


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Advertising campaign Nasarapur

3.6.6. Reactions of farmers in campaign

1. Bensulf gives best result for vegetables like onion, tomato, cauliflower andalso flower like Gerbera.

2. In tomato and onion Bensulf helps in colour development.

3. In gerbera Bensulf help to reduce the attack of fungus.

4. Bensulf gives best result, no need of promotion.

5. Farmers are complaining about price of Madhan Bensulf.


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3.7. Findings

o Bhor Tahasil is potential area for agriculture production

o Soil of Bhor tahasil is generally deficit in organic carbon but excess in

phosphorus & potassium

o Soil having normal pH & E.C.

o Awareness about Bensulf in farmers is fairly good. About one third interviewed

farmers are using Bensulf.

o Bensulf is more effective in quality improvement than increase in production.

o In case of greenhouse it act as disease resistance (reduces fungal attack.)

o Agro agencies are the major source of information to motivate the use of

Bensulf.

o There is no any type of compliant about quality and supply of Bensulf. Bensulf

gives best result to crop like onion, tomato, cauliflower, sugarcane.

o One third of farmers reacting Bensulf as costly product.

o Farmers dont give more importance to shininess of granules, efficiency, storage,

packaging etc.

o Majority of dealers of that area are above 12thstandard and having large share in

the trade of fertilizer.

o There is no compliant about supply. As compare to farmers most of the dealers

reacting Bensulf having appropriate price.

o Out of two packing sizes 10 kg bag size is more preferable because of small

holding.

o Ranadey and Zuari are the leading companies in the sales promotion.

o Field demonstrations, farmers meeting and field visits are more effective

methods of sales promotion than cost reduction & advertising.o Farmers are also responding well for advertising campaign.


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3.8. Conclusion

Project concludes that soil of Bhor tahsil is low in organic carbon and

excess in available phosphorus and potassium. Also soil having normal pH and

Electrical conductivity.Project also shows responses of customers, awareness of Bensulf,

competition of product among different brands. Farmers are satisfied with products

quality but most of the farmers having compliant about price of the Bensulf of the

company.

Company should concentrate on developing the relation with the farmers

and dealers through different promotions activities as relationship plays vital when it

comes to trust which is very important in fertilizers segment.

The existing position of the product is not satisfactory so more field level

work to be required to enhance the growth of company in future.


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3.9. Recommendations

1) Company should provide quick soil testing facility with reasonable

price to the Farmers.

2) Sugarcane and vegetables are grown on large scale in Bhor tahsil. Also

increasing area under greenhouse therefore company should try to

increase awareness of Bensulf in that area.

3) Dealers and innovative farmers are the most effective tools to

disseminate information about the product so product literature should

be shown in the krishi seva kendra and focus on the innovative farmers.

4) Field demonstrations should be taken on the field of innovative farmers

in the area.

5) Create more demand for the product by reducing margin of dealers and

providing product to farmers with low cost.

6) Company should maintain quality of Bensulf to the best level because

farmers of that area are more result oriented & they treated Bensulf as

quality product.

7) There should be one Sartthi centre for that area to provide consultancy

for Agriculture.8) There should be network of strong field level staffs, necessary to

increase sell.

9) Company should more focus on field demonstrations, farmers meeting

and field visit to enhance the company growth in future.


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VITA

Mr. Bankhele Ashish Dinkar(Regn. No. 08/221)

A candidate for the degree ofMASTER OF BISUNESS MANAGEMENT (AGRICULTURE)

- 2009 -- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

Title of the Project : Market research and promotion ofMahadhan Bensulf

Department : Master of Business Management (Agri.)

Biographical facet

*Personal information : Born on 24thSept, 1986, at Nirgudsar,Tahasil Ambegaon, Dist. - Pune.Son of

Mr. Bankhele Dinkar Pandurang andMrs. Bankhele Rohini Dinkar.

*Educational qualification:

Attended S.S.C. Examination at Vidhya VikasMandir, Awasari (bk), Dist-Pune securingFirst Class with Distinction in the year

2002.

Passed H.S.C Examination from Rajendra JuniorCollege, Khandala, Dist -Satara baggingFirst Class, in the year 2004.

Obtained B. Sc. (Agri.) degree with SecondClass in the year 2008, from College ofAgriculture, Kolhapur, a constituent collegeof Mahatma Phule Krishi Vidyapeeth,

Rahuri.

*Permanent address: At/Post- Awasari(bk), Tel- Ambegaon,Dist-Pune

Contact No. :9011649765 / 9960442267

email :[email protected]

Pra Motion 3 P

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