SUMMER REPORT A STUDY ON “EXAMINE THE SEED TREATMENT PRACTICES AND BRAND AWARENESS OF SEEDCEL IN KELWADA.” WITH SPECIAL REFERENCE EXCLE CROP CARE LTD. SUBMITTED IN PARTIAL FULFILLMENT OF THE REQURIMENT FOR THE DEGREE COURSE OF MASTER OF MARKETING MANAGEMENT (Pune University, Pune) SUBMITTED BY MANISH SHARMA
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SUMMER REPORT
A STUDY ON
“EXAMINE THE SEED TREATMENT PRACTICES AND BRAND
AWARENESS OF SEEDCEL IN KELWADA.”
WITH
SPECIAL REFERENCE
EXCLE CROP CARE LTD.
SUBMITTED IN PARTIAL FULFILLMENT OF THE REQURIMENT
FOR THE DEGREE COURSE OF
MASTER OF MARKETING MANAGEMENT
(Pune University, Pune)
SUBMITTED BY MANISH SHARMA
(2009-11)
PROJECT GUIDE
Prof. R.G. ANANDIKAR
INDIRA INSTITUE OF MANAGEMENT
PREFASE
This project has been taken as a part of the MMM in Pune University, in sales and marketing.
For this I have selected EXCEL CROP CARE LTD. This is operating in this fast growing
pesticide industry of India with a well recognized track record of performance, making profit
continuously since a long time.
The purpose of this project is to use and apply our academic knowledge
gained during the curriculum in getting valuable insight of corporate culture with all its
complexities as well as to know about strategy of Excel Crop Care . This would help us in
decision –making ability and emphasize our active participation in the field of study.
The summer training consists of two parts:-
1) General visit to each and every outlet
2) Project work
ACKNOWLEDGEMENT
The following people have given me so much of themselves – personally or technically or both
– that my this experiences in Excel Crop Care Ltd. to help me in judging and joining and
appropriate profile in which I can do well and provide my best work to my employer, seniors,
professors, family and overall in the welfare of society
First off all I owe great thanks to Prof. R.G.Anandikar my project guide. By the effort of
whom I got a chance to do my summer project with the finest crop Protection Company in the
country. .
I am heartily thankful to my project guide Satish Dalal (Marketing & Sales Manager,
Rajasthan) & Hariom Singh gurjar (Territory Manager, Kota) Excel Crop Care Ltd. who
gave his order as suggestions, as cooperation. He adds fragrance in completing successfully
this project. I am sure that this experience of working with him gives me different analytical
attitude to work which will make me successful in the future project of life.
Finally I thank to my parents for extending their support in all ways and means and been my
strength from deep within.
Thank you
Manish Sharma
EXECUTIVE SUMMARY
PROJECT TITLE
“Examine the seed treatment practices and Brand awareness of Seedcel in Kelwada
OBJECTIVES
1. To study the importance of seed treatment practices and major competitors of seedcel
in kelwada.
2. To study the perception of farmers, dealers and distributors about seedcel.
3. To find out the suitable strategies to strengthening the brand image of seedcel.
4. SWOT analysis of Seedcel brand.
RESEARCH METHODOLOGY
Primary data: these were collected through the questionnaire and survey.
Secondary data:
1. Research paper
2. Research article
3. Brochure
4. Internet
Research design: Exploratory and descriptive research.
Sampling method: Non probability (Purposive and convenience)
Sampling universe: all farmers of kelwada
Sampling unit : individual farmers and dealers.
Sample size: 100 farmers and 10 dealers
LIMITATION
Lack of time (ie. Two months)
Lack of availability of time to reach all respondents.
It does not represent state level or national level analysis.
Some respondents were biased.
CONCLUSION
1. Seedcel is very growing product of Excel crop care Ltd.
2. Seedcel is the most effective “growth promoter” accepted by farmers of kelwada.
3. Effectiveness is the most important factor for purchasing Seedcel. Price is the second
factor.
4. From dealers point of view “Dealers margin” is the most important factor.
RECOMMENDATIONS & SUGGESTIONS
1. More man-power should be employed to impart scientific & technical knowledge to
farmers.
2. Price should be same in all regions.
3. Company should establish strong coordination with the dealers/retailers.
4. Should ensure that Seedcel is available at right place and at right time.
Table of Contents
Chapter 1.Introduction to the Research
Chapter 2.Industry Profile
Chapter 3. Company and Product profile
Chapter 4.Literature survey/Review
Chapter 5.Objective and Scope of the Project
Chapter 6.Research Methodology
Chapter 7.Data Analysis and Interpretation
Chapter 8.Observation and finding
Chapter 9.Conclusion
Chapter 10.suggrstion/Recommendation
Bibliography
Annexure
Introduction to the Research
The project area assigned to me was kelwada, which is one of the highest pesticide consuming
districts of the country. The major crops of the area are soybean, maize, wheat, mustard, black
gram, Groundnut, citrus, vegetables, Till and few other horticulture crops.
This is a live project and has been done on behalf of Excel Crop Care Limited. This project is
exclusively done on one of the Seedcel (for seed treatment) brand of Excel Crop Care Limited.
The project gives the qualitative analysis of “Seedcel” To examine the seed treatment practices
and brand awareness of Seedcel in kelwada, Rajasthan.
Descriptive research methodology has been taken. Survey through objectives oriented
questionnaires has been done in the target population i.e. the farmers and dealers of kelwada.
After thorough survey and data interpretation it has been found that “Seedcel” is one of the
most effective seed treatment products in district.
However it has been found that “Seedcel” is one of the most expensive seed treatment product
but due to the fast effectiveness most of the farmers have expressed their willingness to buy it,
even if there is reasonable increases in price due to many folds increase in input cost of
manufacturing of seedcel is also SeedcelTM a Multistage Fermentation Technology Product
formulated with a fine grade mineral inert powder. When mixed with seeds, forms a thin layer
of coating over the seeds.
IMPORTANCE OF THE RESARCH
Summer training in the organization is very important for a student from learning point of view,
who is undergoing with such course. Only theoretical part is not sufficient for a student to
understand all the marketing activities. This course is not the answers for all the problems, which
arises in the practical field. There are not the answers for all the any problems, but the aim of this
study is to develop the ability of decision-making. Right decisions at time enable the organization
to run smoothly. It helps a student to go through practical situation and understand the difficulties
of marketing.
Summer training in an organization gives an idea how decisions are taken when any
problem comes to an executive. So the way of problem solving, right decisions making and
knowledge of different type marketing activities give much importance to the study. In the case of
examining the Seedcel treatment it is not possible to learn all the management skills from
theoretical books that is why training plays important role to learn about practical situations.
Infact it is also beneficial for any organization to make certain change in quality / services / price
of the product according to consumer demands. For long running a business organization such type
of improvement in needed time to time and it helps organization to increase profitability and
success.
Industry profile
Agriculture was developed at least 10,000 years ago and it has undergone significant
developments since the time of the earliest cultivation. Evidence points to the Fertile
Crescent of the Middle East as the site of the earliest planned sowing and independent
development of agriculture is also believed to have occurred in northern and southern China,
Africa's Sahel.
GROWTH TRENDS IN INDIA
Agriculture in India has a long history dating back to ten thousand years. Today India ranks
second worldwide in
farmoutput. Agriculture andalliedsectorslike forestry and logging accounted for 16.6% of the
GDP in 2007, employed 52% of the total workforce and despite a steady decline of its share in
the GDP, is still the largest economic sector and plays a significant role in the overall socio-
economic development of India
Agriculture is a very dominant sector of the Indian economy and accounts for 22 percent (as on
September 2005) of GDP. Agriculture derives its importance from the fact that it has vital
supply and demand links with the manufacturing sector. During the past five years agriculture
sector has witnessed spectacular advances in the production and productivity of food grains,
oilseeds, commercial crops, fruits, vegetables, food grains, poultry and dairy. India has
emerged as the second largest producer of fruits and vegetables in the world in addition to
being the largest overseas exporter of cashews and spices. Further, India is the highest
producer of milk in the world.
India is the largest producer in the world of milk cashew nuts, coconuts, tea, ginger,
turmeric and black pepper. It also has the world's largest cattle population (281 million). It is
the second largest producer of wheat, rice, sugar, groundnut and inland fish. It is the third
largest producer of tobacco. India accounts for 10% of the world fruit production with first
Apply SeedcelTM before planting. Fill a container with seeds and then dispense required amount of
SeedcelTM and mix thoroughly. Fine coating of SeedcelTM powder is observed over the seeds.
Dosage
5-10 gm per kg of seeds.
Composition
Organic acids, amino acids, Carbohydrates and vitamins 5%
Inert Carrier 88%
Moisture 7%
Compatibility
SeedcelTM is compatible with all agriculture inputs, both chemical and biological.
Objective and Scope
Basically the objective of the study was twofold, on the research part, it was gain a practical exposure of
the management theories in the field of marketing with the combined aim of getting two year
MASTER OF MARKETING MANAGEMENT(MMM) Degree. On the company part the objective was
“Examine the seed treatment practices and brand awareness of Seedcel in kelwada”
1) To study the importance of seed treatment practices and major competitors of Seedcel in kelwada.
2) To study the perception of farmers, dealers and distributors about Seedcel.
3) To find out the suitable strategies to strengthening the brand image of Seedcel.
4) SWOT analysis of the Seedcel brand
Scope of the study
The project gives the qualitative analysis of brand awareness of “Seedcel” among the farmers of kelwada.
The project gives the degree of effectiveness of “Seedcel” in the fields of kelwada.
The project gives the analysis of possibility of acceptability of “Seedcel” by the farmers of kelwada on increasing its price due to increase in manufacturing cost.
The project elaborates the most important factors in the business of growth promoters
Sample size has been taken for the study is 100 farmers.
6.1 Sampling universe: all farmers of kelwada
6.2. Research design:
Exploratory & Descriptive research design have used for this research because the data is not
predefine & unstructured.
6.3. Sample procedure:
Non –probability sampling will use to collect data because research is being done in a
particular area. Purposive and convenience method use to collect data.
6.4. Data collection method:
Survey & questionnaire technique will use to collect data.
6.5. Technique of survey:
The data will be collect by Personal interview.
.6.6. Sampling plan:
The research is going too held in various division of kelwada such as Town , Sahabad,
Mahodra, Ratei etc.
6.7. Sample size:
Research is deal with 100 respondents (Farmers) and 10 dealer/distributor of the villages
6.8. Sampling unit:
The sample unit was individual farmers and dealer /distributors
6.9. Analytical tools:
The analysis shows by various tools such as pie charts, bar graph, Colum chart etc.
6.10. Data type:
6.10.(a) Primary data:
Primary data is first hand data which is collected through observational studies, market survey,
or experiment. The provider of primary data is termed as “respondent”. Research instrument
for collecting primary data is:
1. Questionnaire or
2. Interviews
6.10.(b) Secondary data:
Secondary data is second hand data. Secondary data deal with internal & external data. This is
collected from research paper, internet, research articles, and customer data base.
6.11. Types of question :
1) Multiple choices.
2) Double choice.
3) Rank based questions.
LIMATION OF THE STUDY
The sample size 100 farmer’s and 10 dealers/distributer survey was not sufficient
because this represents the only three blocks of kelwada so that is an overall average
not accurate.
The survey is done in only three blocks i.e. sahabad, mahodra & ratei (kelwada) so it
does not represent state level or national level analysis.
Effectiveness of growth promoters varies from different geographical areas and here
effectiveness represents a small area so it may or may not be taken as standard degree
of effectiveness.
There Farmers have very little irrigation source and water facility so that is a very
critical task to farmers for seed treatment because if they treating seed before adequate
time of sowing & if rain is not sufficient on the time of sowing so what is the use of
that treated seed.
Area where survey is conduct:-
Kelwada
Sahabad
Mahodra
Rati
8.1 Do you use seed treatment brands?
Serial no Options No. of respondent percentage
1. Yes 74 74%
2. No 26 26%
Interpretation: from the above graph we can see that most of the respondents use
seed treatment brands.
8.2 Which one is more important for you while purchasing seed treatment brand?
Serial no Options No of respondents Percentage
1. Price of the product 21 21%
2. Credit facility 35 35%
3. Result 27 27%
4. Brand name 17 17%
Interpretation: credit facility is the most important factor for purchasing seed treatment
brand followed by result and price.
8.3 Which treatment do you generally use for the seed treatment?
Serial no Option No of respondents Percentage
1. Growth promoter 38 38%
2. Fungicide 30 30%
3. Insecticide 35 35%
4. Any other 7 7%
Interpretation:
8.4 Which seed treatment brand do you generally use for the seed treatment?
Serial no Option No of respondents Percentage
1. Seedcel 54 54%
2. Bavisteen 26 26%
3. Thiram 18 18%
4. Any other 12 12%
Interpretation:
8.5 Where have you seen this?
Serial no Option No of respondents Percentage
1. Advertising 15 15%
2. Excel brochure 32 32%
3. Fellow farmers 30 30%
4. Dealer shelf 15 15%
5. Other then above 8 8%
Interpretation
8.6Do you purchase and use Excel’s Seedcel?
Serial no Option No of respond Percentage
1. Yes 65 65%
2. No 35 35%
Interpretation
8.7What is the Effectiveness of Seedcel?
Serial no Option No of respondents Percentage
1. Not effective 5 5%
2. Least effective 10 10%
3. Effective like other seed treatment product
27 27%
4. Very effective 58 58%
Interpretation
8.8How economical it is?
Serial no Option No of respondents Percentage
1. Very costly 16 16%
2. Costly 20 20%
3. Economical 36 36%
4. Very economical 28 28%
Interpretation
8.9What is the availability of Seedcel?
Serial no Option No of respondents Percentage
1. Not available 8 8%
2. Rarely available 20 20%
3. Normally available like other seed treatment
27 27%
product
4. Easily available 45 45%
Interpretation
8.10 What dose do you use of it?
Serial no Option No of respondents Percentage
1. 1gm/kg 30 30%
2. 2gm/kg 42 42%
3. 3gm/kg 15 15%
4. More than above 13 13%
Interpretation
8.11 Would you buy Seedcel if its price increases due to cost?
Serial no Option No of respond Percentage
1. Yes 59 59%
2. No 35 35%
3. Cannot say 6 6%
Interpretation
Observation and finding
1. Soya been, maize, mustard, Till, wheat and vegetables are the major crops grown in
kelwada.
2. Big land holding farmers are ready to treating their seed by seedcel.
3. More number of farmers is treating their seed by only fungicides
4. Price is not important.
5. Field staffs require proper training of the sales so that they can convince the farmer.
6. Retailer is not satisfied (low margin) but farmer those who are using are satisfied with
the “Seedcel”
7. “seedcel” is the most growing biological product in kelwada.
Conclusions
1. “Seedcel” is very well-growing product of Excel crop care ltd. in kelwada.
2. “Seedcel” is one of the most effective biological (growth promoter) accepted by the
farmers of kelwada.
3. Result or effectiveness is the most important factor for purchasing Seedcel. Price is the
second important factor.
4. From dealers point of view “Dealer’s margin’ is the most important factor in the
business of Seedcel and other factors can be shown in decreasing order:
i. Dealer’s margin > Result (effectiveness) > Brand name > Price
5. Most of the dealers/retailers blame that they get lower margin in the business of
“Seedcel”.
Suggestions / Recommendation
More man-power should be employed to provide more scientific and technical
knowledge about the proper use and benefits of “Seedcel” to the farmers through
conducting farmers meeting.
.
Price should be same in all region( excluding Transportation Charges)
Company should establish strong Coordination with Dealer/ Retailer.
Before starting any scheme for the farmer informs the distributor and retailer so
that they can easily convince the farmers.
Should make ensure that Seedcel is available at right place at right time & should
Fulfils the demand of Seedcel.
MARKETING MIX OF “SEEDCEL”
The marketing mix is generally accepted as the use and specification of the four Ps’ describing
the strategic position of a product in the market place.
Product - An object or a service that is mass produced or manufactured on a large
scale with a specific volume of units.
Price – The price is the amount a customer pays for a product. It is determined by a
number of factors including market share, competition, material costs, product identity
and the customer's perceived value of the product. The business may increase or
decrease the price of product if other stores have the same product.
Place – Place represents the location where a product can be purchased. It is often
referred to as the distribution channel. It can include any physical store as well as
virtual stores on the Internet.
Promotion – Promotion represents all of the communications that a marketer may
use in the marketplace. Promotion has four distinct elements - advertising, public
relations, word of mouth and point of sale. A certain amount of crossover occurs when
promotion uses the four principle elements together, which is common in film
promotion. Advertising covers any communication that is paid for, from television and
cinema commercials, radio and Internet adverts through print media and billboards.
One of the most notable means of promotion today is the Promotional Product, as in
useful items distributed to targeted audiences with no obligation attached. This category
has grown each year for the past decade while most other forms have suffered. It is the
only form of advertising that targets all five senses and has the recipient thanking the giver.
Public relations are where the communication is not directly paid for and includes press