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Study the Hybrid Maize Market, evaluate the performance of KRIBHCO and design strategies to
position and promote the “KRIBHCO HYBRID MAIZE” in the region
Submitted ToMr. R.K.KansalDy. GM(Mktg)KRIBHCO, NOIDA
Submitted By Shweta VermaPGDM-ABMVAMNICOM, Pune
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CONTENTS
• Objective of the project• Phases of study• Area of survey• Data analysis• Findings• Recommendations• Conclusion
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OBJECTIVES
1)To assess customer awareness about KRIBHCO and its product
basket.
2)To assess the customer behaviour for hybrid Seed in general and
hybrid maize (KRIBHCO) in particular.
3)To know the competitor’s strategies of marketing and promotion.
4)To design a forward marketing strategy for positioning and
promotion of KRIBHCO hybrid maize.
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PHASES OF STUDY
1. Company and Project understanding
2. Area appraisal and Product understanding
3. Data Collection
4. Data Analysis
5. Findings and Suggestions
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AREA OF SURVEY
1. Saharsa 2. Supaul 3. Bhagalpur 4. Purnia
BIHAR
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• FARMERS CULTIVATING HYBRID MAIZE
97%
3%
yesno
Farmer Cultivating Hybrid Maize
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Brand Preference
Monsanto
Pioneer
Sri ra
m bioseeds
Indogulf
Kribhco
Nuziveed
uOthers .
0
20
40
60
80
100
120
140
115
37
4 2
12 14
2
BRAND PREFERENCE BY FARMERS
62% 20% 2% 6% 7% 1%
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PARAMETER TO PURCHASE
Price Better Quality
Brand Low pest attack
Adds Campaign
Publicity programs
seen
High yield Previous Experience
Others (blank)0
5
10
15
20
25
30
35
40
32
6
37
6 5
21
27
9
24
PARAMETERS TO PURCHASE
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Farmers using KRIBHCO hybrid maize Seed
18; 10%
168; 90%
Persons Used KRIBHCO Seed
YesNo
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Source of information for all the brands and varieties
10%
28%
31%
20%
8% 3%
Source of Information
TradersMouth PublicityCompany personCompany CampaignAdvertisementOthers
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Source of information about KRIBHCO
Dealer Board Fellow farmers, Neighbours Field demonstrations .0
10
20
30
40
50
60
70
80
50
63
72
Information Sources
29% 33% 38%
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PUBLICITY PROGRAMMES CARRIED OUT BY DIFFERENT COMPANIES IN THE REGION
3; 23%
1; 8%
6; 46%
3; 23%
MONSANTO
Folders/brochuresWall paintingsKey chainsDealers board
25%
15%
42%
17%
PIONEER
Folder/BrochuresHoardingsDealers boardWall painting
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Contd.
23%
8%
46%
23%
SRIRAM BIOSeedS
Folders/Brochures .Hoardings .Dealers board .Wall painting .. Radio. Jeep campaigning
23%
8%
46%
23%
INDOGULF
Folders/Brochures .Hoardings .Dealers board .Wall painting .. Radio. Jeep campaigning
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Contd.
31%
69%
KRIBHCO
Folders/BrochuresKey chainsKisan bags
56%33%
11%
NUZIVEEDU
Folders/BrochuresKisan bagsDealers board
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Seed COMPANIES PREFERRED
Monsanto Pioneer Sri ram bioseeds Indogulf Kribhco Nuziveedu .
0
10
20
30
40
50
60
70
80 75
95
312
6
Selling window
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REASONS FOR SALE
Profit margin41%
Demand from farmers
59%
Reasons for selling particular brand
Profit marginDemand from farmers
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CRITERIA OF PURCHASE FOR FARMERS
Brand name
Gifts/Coupons
Promotional program
Attractive packing
Advertisements
.
0 10 20 30 40 50 60 70
60
31
7
6
6
Criteria of Purchase
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SATISFACTION WITH KRIBHCO
Satisfied; 27; 25%
Somewhat satisfied; 16; 15%Dissatisfied; 67; 61%
Experience with KRIBHCO
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PROBLEMS CONFIGURED
Less margin Poor promotinal activities No sales return policy .0
10
20
30
40
50
60
31
51
28
Problems regarding KRIBHCO
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FINDINGS
1. 97% of farmers in the region cultivate hybrid maize and out of which only
10% are using KRIBHCO hybrid maize.
2. Mostly the farmers prefer Brand of the product, publicity and the price of
the hybrid maize as a parameter to purchase the Seeds.
3. Farmers have limited time to attend promotional programmes, so such
programmes must be helpful to them.
4. Farmers mainly get influenced by the company person and mouth
publicity from the fellow farmers/ friends.
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Contd.
5. Different companies arrange publicity and promotional programmes.
For eg:
a. Folders = Monsanto, Pioneer, Sri ram , Indogulf , Nuziveedu, Vibha
Seeds
b. Wall paintings= Monsanto, Pioneer
c. Dealer board = Monsanto, Pioneer
d. Kisan bags = KRIBHCO
e. Key chains = = Monsanto, Indogulf , Nuziveedu
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Contd.
• Dealer’s preference for selling a particular brand depends on demands
from farmer’s side and the profit margin they get.
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Field Demonstration at SAHARSA
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RECOMMENDATIONS
1. Farmer meetings should be performed before the starting of the season.
2. Ground work should be properly done and the sales force need to be
increased.
3. Promotion of the product be done in local markets and haat bazaars.
4. INDOGULF had done its promotion by the gas balloon which can be used
by KRIBHCO.
5. Jeep campaigning before the starting of the season is very important;
especially around September- October.
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Contd.
6. Gifts and coupon system to the farmers as well as dealers should be
done .
7. Sales return policy is very important.
8. Field visits and Field demonstrations should be increased.
9. Publicity programmes should be effective and regular.
10. Proper complain handling and customer relation be maintained.
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Contd.
11. Field trials and Demonstrations of product will help in convincing the
growers about the results and effects of product.
• This will be a PULL STRATEGY for the new varieties.
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CONCLUSION
1. As the awareness pattern seen in the market, KRIBHCO should try to
organize more and more farm meets, more work in fields and
communicate directly to show their presence in market and gain their
confidence.
2. Progressive farmers should be awarded with rewards.
3. Advertising through local newspaper, T.V and radio, wall paintings etc.
4. Sales officers, dealers should be given rewards and attractive incentives on
Target achievements.
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Contd.
• KRIBHCO should appoint distributor in potential parts rather than
concentrating them in one place. Brand should be placed in each and
every growing area with aggressive marketing i.e. Intensive distribution
methodology (a product is made available at all possible retail outlets)
should be used.
• BUSINESS TERMS: KRIBHCO should focus on business factors like
Schemes, Credit, Better Sales return and Timely Availability of Products to
motivate dealers and keep their interest in company.
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Thank you