K. Ravi teja 13 June 2015 Page 1 Submitted By: K. RAVI TEJA (PRN No 14020242017) Agri Bussiness (2014-16) Symbiosis Institute of International Business Under the guidance of Name of the Project Guide with designation Mr. Guru Prasad, Unit Leader and Head VRC Mr. Nataraja.G.L, Product Manager Name of the Faculty mentor Dr. KETAKI BARVE MAHYCO SEEDS SALES & MARKETING Hybrid Chili Market surveys & analysis of effective field promotional campaigns in A.P & Telangana markets
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K. Ravi teja 13 June 2015 Page 1
Submitted By:
K. RAVI TEJA (PRN No 14020242017)
Agri Bussiness (2014-16)
Symbiosis Institute of International Business
Under the guidance of
Name of the Project Guide with designation
Mr. Guru Prasad, Unit Leader and Head VRC
Mr. Nataraja.G.L, Product Manager
Name of the Faculty mentor
Dr. KETAKI BARVE
MAHYCO SEEDS
SALES & MARKETING
Hybrid Chili Market surveys & analysis of effective field promotional campaigns in A.P & Telangana markets
K. Ravi teja 13 June 2015 Page 2
Contents
1. Acknowledgement (Pg- 3)
2. Executive Summary (Pg- 4)
3. Organization Profile (Pg 5-14)
4. Need & Objectives (Pg -15)
5. Research Methodology (Pg -16)
6. Report on Farmers Survey (Pg 17-25)
7. Report on Distributors and Dealers Survey(Pg 26-31)
6. Report on Nursery survey (Pg 31-34)
7. Report on Traders’ survey (Pg -35)
8. Effective field Promotional Campaigns (Pg 36-37)
9. Recommendations (Pg 38-39)
10. Annexure (Pg 40-45)
11. References (Pg 46)
K. Ravi teja 13 June 2015 Page 3
ACKNOWLEDGEMENT
I take it to be the proud privilege to avail this opportunity to express my sincere
& deep sense of gratitude to my learn guide Mr. Guru Prasad, Unit Leader
and Head VRC, Mr. Nataraja.G.L product manager
Mr. Pradeep Reddy Regional Manager at Hyderabad to his stimulating
Out of 73 respondents there are 13 distributors and 60 dealers of all the
companies
2. Which Company having more Demand
18%
82%
Business Type
Distributors
Dealers
25%
13%
13%
7%
9%
2%4%
2%
2%4% 7%
2%
2%
2% 2% 2%
4%
Which Company having more Demand Mahyco Tejaswini
Max
Super teja
Nuziveedu
JK
Lead Better Seeds
Sandya Seeds
Deccan seeds
Aadhaar Seeds
Syngenta Seeds
Ravi hybrid seeds
Sakthi
Dhamini
Kaveri
Mahindra and Mahindra
Tulasi
Vagro
K. Ravi teja 13 June 2015 Page 27
Interpretation
From the above figure out of 73 respondents of Distributors and Dealers Mahyco tejaswini
has more demand in the market with 25% with follows by ,Max and ,Superteja 13%,JK 9%,
Nuziveedu and Sakthi 7%, others like Vagro Syngenta, Aadhar seeds 2%.
3. What is the counter selling
Interpretation
From the above figure out of 73 respondents of Distributors and Dealers.
Out of 100% The coumter selling of Mahyco tejaswini is 24% and other companies is 76%
The competitor for Mahyco tejaswini is Max Seeds
24%
6%
8%
2%2%
4%
4%2%
4%2%
2%
4%
6%
14%
4%
2%
8%
2%
2%
Mahyco Tejaswini
Deccan seeds
Super Teja
Ankur
J. K Seeds
Ramya Teja
Nujiveedu
Vimal seeds
Ashwini
Krishidhan seeds
Tulasi
Sandhya seeds
Deccan seeds
Max
Jeeva logix
Aditya
Nobel Seeds
Neo Seeds
Lead Better Seeds
K. Ravi teja 13 June 2015 Page 28
4. What are the main Factors you look before buying
Interpretation
From above figure it was observed that the main factors look before buying
depends upon 40% on Demand from farmers 33% on Quality, and 27% on Price.
5. What kind of services do you expect from your Suppliers
33%40%
27%
What are the main factors look before buying
Quality Demand from farmers Price
47%20%
20%13%
What kind of services do you expect from your Suppliers
Quality of seeds Delivery Should be in Time
No Damage of seeds Quik Response
K. Ravi teja 13 June 2015 Page 29
Interpretation
From above figure it was observed that 47 % of quality seeds, 20%
Delivery in time,20% No damage of seeds ,13% Quick Resonse, kind of service expect
from the suppliers
6. According to you which chilli seed is better? Why?
Interpretation
Out of 73 respondents it was observed that 31% o of Mahyco tejaswini , 15% of Max
seed, 7 % of JK seeds are good.
31%
5%7%
2%4%
5%4%
2%
15%
15%
2%2%
4%
2%
According to you which chilli seed is better? Why
Mahyco tejaswini Good QualityDeccan seeds - Good Size
JK - Good Size
Ramya teja Good Size
Mohini Good Colour
Vargro Field staff are good Nujiveedu The price is lowSagar seeds Good QualityDepend up onthe farmers
Max, Good Quality
Jeeva logix - Price is low
Shena seeds
Almost all are equal
Lead Better Seeds, More yield
K. Ravi teja 13 June 2015 Page 30
7. How do you rate the quality of Mahyco tejaswini
Interpretation
From the figure it was observed that 53% people says the quality is
good, 27% says quality is average and 20% says the quality is poor
8. How easy to contact the support issues
Interpretation
From the figure it was observed that 53% says it is easy to contact the
support issues and 47% says it is hard to contact the support issues
53%
20%
27%
How do you rate the quality of
tejaswini
Good Average Poor
53%
47%
How easy to contact Support Issues
Easy Hard
K. Ravi teja 13 June 2015 Page 31
9. Any Suggestions/Problems for Mahyco Tejaswini to increase the sales
Interpretation
Out of 73 respondents it was observed that 28% facing problem with Under sale, 15%
are facing problem with virus and the fruit length (At the time of 2nd
the size of chilli is
small comparing to others), 7% says that complaints given by famers were not rectified by
the staff and Because of virus the farmers were shifting to other seeds and finally 2% says
price is high and margin is not providing frequently.
28%
2%
15%
7%
2%
15%
2%
9%
2%7%
2%2%
7%
Any Sugesstions/Problems for Mahyco Tejaswini to increase the salesUnder sale was the main problem for Dealers and this is the main problem in the market.Mainly problem is virus.
Have to control the virus,at the time of 2nd picking the size of the chilli is small
Complaints given by the farmers were not rectifying by the Field staff members
Purity of crop is not there.
Virus & Price is the Main problem.
Proper advertisement is not there
No Suggessions
Margin is not providing frequently
Because of virus the sales were decrease and farmer was shifting to others .
Price is high
K. Ravi teja 13 June 2015 Page 32
On the basis of nursery owners response
1. Which Company having more Demand
Interpretation
Out of 40 respondents from the above figure it was observed that in nurserys
Mahyco tejaswini having more demand of 47%, Max 15%, and others 38%
2. Best Features of Mahyco Tejaswini
12%17%
28%
25%
13%
5%
18%
Best Features of Mahyco Tejaswini
Good Pungency and Good Size
More Yield
Good quality,colour, weight
Fruit is good long in length
Company Brand
It is suitable for any weather conditions
Which Company having more Demand
Mahyco Seeds
Syngenta
Max
Aradhaar
JK
VNR
Sakthi
Vagro
Ramya teja
Ravi hybrid seeds
K. Ravi teja 13 June 2015 Page 33
Interpretation
Out of 40 respondents from the above figure it was observed that the best features
of Mahyco tejaswini is 28% of Good quality, color, weight , 25% says it has good pungency
and size, 17% says more yield and others 18%.
3. Opinion on Pelleted seeds
Interpretation
Out of 40 respondents from the above figure it was observed that 20% says in
Pelleted seeds the quantity variation and germination problem is there, 15% says inside
coating there were no seeds, 13% says Pelleted seeds are good and 7 % says Price is high.
20%
15%
20%
7%5%
7%
13%
8%
5%
Opnion on Pelleted seeds
In Pelleted and Non Pelleted seeds the Quantity of seeds variation is thereInside Coating there were no seeds
Germination and purity problem is thereIt is good for automation seed handling is easy Handling is easy
Price is high comparing to other seeds
Seeds were Good
Proper yield is not there
Quality is changed
K. Ravi teja 13 June 2015 Page 34
4. Other company using Pelleted seeds
Interpretation
Out of 40 respondents from the above figure it was observed that around 56%were
using IAH Pelleted seeds and 44% using US agri seeds.IAS is the competitor for mahyco
tejaswini
5. Need to Improve in Mahyco tejaswini
Interpretation
Out of 40 respondents from the above figure it was observed that 27% says
germination has to improved, 15% says price is high, 13% says more advertisements should
be done
44%
56%
Other company using Pelleted
seeds
IAS US Agri seeds
10%
12%
27%
13%8%
10%
5% 15%
Need to Improve in tejaswiniQuality has to be improved
In pelletted seeds The quantity difference is thereNeed to Improve germination
More Advertisements should be doneMargins Should be given at regularlyPrice is high
Nothing
Regular visits by Company
K. Ravi teja 13 June 2015 Page 35
6. Cash/Credit ratio
Interpretation
Out of 40 respondents from the above figure it was observed that 82% based on
cash ratio and 18% depends on cash and credit ratio
7. Seedling price Mahyco comparing with Me toos
Interpretation
Out of 40 respondents from the above figure it was observed the seedling rate of
Mayco tejaswini is 0.70/1 and Me too rate is 0.60/1
Cash82%
Cash and Credit
Business18%
Cash/ Credit Ratio
37%
63%
Seedling Price of Me too
0.5/1 0.6/1
37%
63%
Seedling price of Mahyco
Tejaswini
0.6/1 0.7/1
K. Ravi teja 13 June 2015 Page 36
On the basis of Traders owners response
Things you like while buying the chili products
Interpretation
Out of 20 respondents from the above figure it was observed the characteristics of
chilli should have 75% of Pungence+ Shinning(Dull or Dark)+ Moisture Condition and 25%
says that chilli color should be light because for exporting mostly exporters ask light in
colour
Usage of product
Interpretation
Out of 20 respondents from the above figure it was observed that usage of chili product
is mainly used of oils 26%, colors 18%, Powder 17%, Chemicals 16%
75%
25%
Things you like while buying the chilli
products
Pungence+ Shinning(Dull or Dark)+ Moisture Condition
Light colour Should be there
16%
17%
18%9%
26%
14%
Usage of Product
Pickles Powder Colours Chemicals Oil Medical
K. Ravi teja 13 June 2015 Page 37
Effective Field Promotional Campaigns in Warangal and Khammam
District
Wall Posters at Ramapuram tanda, Suryapeta,Warganal District
Crop show at Ramapuram tanda, Suryapeta,Warganal District
K. Ravi teja 13 June 2015 Page 38
Different kinds of Posters used by Mahyco Company to promote the Tejaswini
Product
Promotional events were organized by other companies
Interpretation
From the above figure it was observed that 27% promotional events were organized
through door to door interacting with farmers and 20% were crop shows & Meeting farmers
regular, others 33%
20%
27%
13%
20%
7% 13%
Promotional events were organized by other companies
Crop shows
Meeting farmers regular at the time of Season
Different Designs of Posters in regional Language with light radium colourDoor to Door Interacting with Farmers
Meeting with farmers regular
Wall Paintings,Tree Boards,Posters
K. Ravi teja 13 June 2015 Page 39
Recommendations
Based on Farmers response
Quality wise Mahyco has good brand image in Khammam and Guntur market but
comparing to present days the famers was facing problems with virus and fruit length.
This is because proper guidance is not there from company staff.
To increase the sales of tejaswini and to overcome the problems facing by the farmers
company has to recruit two quality person at khammam this will helpful to solve the
farmers problems as well as automatically the sales will increase
If there is a problem there is no response from dealers or company staff .
Farmers prefer Mahyco tejaswini on large scale.
Tejaswini product get good market price than the competitors product.
Major competitors to Mahyco : Max, Super teja, Nuziweedu
Major problems faced by farmers are ‘virus attack’ and at the time of 2nd
picking the
size of chilli is small comparing to other seeds.
Farmers are expecting solution for the virus attack from the company
Based on Nursery response
In Pelleted seeds the quantity variation is there, different boxes having different
count, uniformity is not there
Pelleted seeds are easy to handle, seed rate is maintained,yield is increased and fruit
quality is good.
Not satisfied with the germination % of pelleted seeds of Mahyco tejaswini.
Nursery are facing problems with margins, inside coating there were no seeds and
quality has to be improved
Regular visit by the company staff
K. Ravi teja 13 June 2015 Page 40
Based on Distributors/Dealers response
Under sale was the main problem for Dealers and this is the main problem in the
market. Proper action should be taken otherwise the sales will decrease
Because of virus the sales were decrease and farmer was shifting to others
More advertisements should be take place
Margins should be given at regular intervals of time
Based on Promotional Campaigns
More promotional campaign should be done by the company.
They have to target loop areas
Mahyco company were not using tree guard poster and banners
More number of field staff should be available at the time of campaigns
Testimonials should be in regional language
Broadcast media includes television, radio, cinema
Door to door interacting and regular meetings with farmers should be done
K. Ravi teja 13 June 2015 Page 41
Annexure
Questionnaire for Farmers on Brand Awareness Of Mahyco tejaswini
Name of the Farmer
Location/Village
Contact Number
Age 1) Is agricultural Your main Occupation
i) Yes ii) No
2) Are you aware of Mahyco Tejaswini i) Yes ii) No iii) If no Why
3) Which Kinds of chilly seeds you use for farming
i) Local/ Traditional seeds ii) Mahyco tejaswini iii) Others(Specify)
4) What is the Main reason for Using for Mahyco tejaswini/other seeds
i) Company Brand ii) Good Quality iii) Standardized growth till harvesting iv) More yield v) Others(Specify)
5) Your Purchase of the Chilly Seed is influenced by which of the following.
8) If you want grow chilli product what brands comes to your mind, Reason ( specify) 9) Which other Chilli company seeds you use? How much yield you get? 10) How Mahyco Tejaswini is better than other company seeds? 11) Are Distributors/Dealers providing quality seeds are not? 12) What is the Seed Purchase decision based on? Why 13) Impact on field promotional Campaign? Any Suggestions on this
14) Are you satisfied with Mahyco Tejaswini ? If yes why? If No Why?
15) Any Suggestion in Mahyco Tejaswini to increase the Demand
K. Ravi teja 13 June 2015 Page 43
Mahyco Tejaswini (Chilli) Market Survey On Nursey
Name of the Firm
Name of the Proprietor
Contact No
Village
Mandal/District
1. How much quantity seed you require yearly for your Nursery?
___________________________
2. How many brands you use and Name the companies? _____________
3. What is the ratio of Mahyco Tejaswini compared to other companies in your total
seed requirement? _________________
4. What are the features of Mahyco Tejaswini?
Best Features Need to Improve
5. What is your opinion on Pelleted seeds?
6. Does any other company using Pelleted seeds? If Yes, please name them.
7. Your purchase decision of a particular variety is dependent on? (Please tick the
appropriate option)
Demand from Farmers Margins Quality Any other
__________________
8. What is the seedling price of Mahyco Tejaswini compared to other me too?