MILAN KANTI MAHATO SIP.doc

A STUDY ON PRODUCT PROMOTION STRATEGIES OF UPL IN
GORAKHPUR DISTRICT, UTTAR PRADESH
SUBMITTED TO THE
INTEGRAL UNIVERSITY IN PARTIAL FULFILLMENT OF
THE REQUIREMENTS FOR THE DEGREE OF
MASTER OF BUSINESS ADMINISTRATION
IN
AGRIBUSINESS MANAGEMENT
BY
MILAN KANTI MAHATO
(ENROLLMENT NO: 2100102331)
II SEMESTER/I YEAR
2021-2022
INTEGRAL INSTITUTE OF AGRICULTURAL SCIENCE AND TECHNOLOGY
(IIAST) INTEGRAL UNIVERSITY, LUCKNOW 226026

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This is to certify that the dissertation entitled “A STUDY ON PRODUCT
PROMOTION STRATEGIES OF UPL IN GORAKHPUR DISTRICT, UTTAR
PRADESH” submitted for the partial fulfillment of the degree of MBA Agribusiness
Management to the Integral University, Lucknow by a bonafide student Milan Kanti
Mahato (2100102331) had worked under my supervision and that no part of this report
has been submitted for any other degree.
The assistance and help received during the course of research work has been duly
acknowledged.
Forwarded by: Advisor
Dean/Head Dr. Suhail Ahmad Khan
Assistant Professor
Department of Agriculture

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DECLARATION
I, hereby, declare that the present dissertation entitled “A STUDY ON PRODUCT
PROMOTION STRATEGIES OF UPL GORAKHPUR DISTRICT, UTTAR
PRADESH” embodies the original research work carried out by the undersigned and has not
been published and/or submitted to elsewhere for the award of any degree.
Date:
Place:
MILAN KANTI MAHATO

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ACKNOWLEDGEMENT
First of all, I am thankful to God, who is always with me and bless me
beyond my imagination, who helps me in every difficult time. who loves me,
who gives me strength and perseverance, whatever I am today is just because
of God.
I would like to express my profound gratitude to my guide and mentor
Dr. Suhail Ahmad Khan (Assistant Professor) Integral university kursi road
Lucknow for his priceless guidance, sincere exhortation, meticulous and
encouragement during the different phases of this research work.
I am greatly indebted to Dr. Saba Siddiqui, Professor and Head, IIAST, without
her help and guidance this project would not have been completed.
I am grateful to my parents who morally supported friends who helped and
colleagues who suggested the valuable elements to make this research work
more crucial.
MILAN KANTI MAHATO

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TABLE OF CONTENT
SL. NO C0NTENT PAGE
1 CERTIFICATE BY DEPARTMENT i
2 CERTIFICATE BY COMPANY ii
3 DECLARATION iii
4 ACKNOWLEDGEMENT iv
5 TABLE OF CONTENT v
6 CHAPTER 1: INTRODUCTION 1-17
7 CHAPTER 2: REVIEW OF LITERATURE 18-24
8 CHAPTER 3: RESEARCH METHODOLOGY 25-26
10 CHAPTER 4: DATA ANALYSIS AND INTERPRETATION 27-41
11 CHAPTER 5: CONCLUSIONS AND RECOMMENDATIONS 42-43
12 REFERENCE 44-45
13 ANNEXURES 46-47

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INTRODUCTION
1.1 What is a Sales Strategy?
A product or service must be promoted to the target market in addition to being sold. It is
crucial to clearly position the product to appeal to more customers; this process is known as
sales strategy.
The goal of the strategy is to assure that customers will purchase the product by carefully
developing and implementing rules, practices, and procedures. The company's financial
success is its ultimate goal. Each business's sales strategy takes into account its target market,
client profile, go-to-market positioning, sales methods, and distribution networks.
Keys to Developing a Sales Strategy
The purpose of a company's sales strategy is to market and sell a good or service to potential and
qualified customers. It should explain why a product is superior to its rivals and serve as
guidance for the sales staff at the same time. The following details must to be included in an
efficient sales strategy:
i. Specific and measurable organizational goals.
ii. Detailed customer profile and product offering that can answer to the
customers’ problems.
iii. Plan on how to increase product awareness and generate market
demand.
iv. Sales activities, presentation, and challenges.
v. Procedure on tracking the performance of sales individuals and sales
Team.
vi. Sales process timeline.

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1.1 Sales Strategy Examples
There are no hard and fast rules when it comes to sales strategy. A company’s strategy
must have some flexibility, depending on the company’s objectives, needs, and
environment. The following are some sales strategies which have been proven to be
effective:
• Position a product based on how it can solve the customers’ problems. Showcase
what is in it for the customers before going right into the price, package, and
promotional offers.
• Target a small market niche. It will help a company focus and specialize in a
particular product that can answer consumer needs.
• Be flexible and adapt to changes when new demands from customers come up. As
problem-solvers, the company’s sales team must open the door of possibilities for
customers to gain their trust.
• Give undivided attention to customers and listen to what they have to say. The
customers are the most important people who make the companies run and live.
Thus, customers must get the most special treatment they can have to ensure that
they will remain loyal to a brand.
• Use storytelling to communicate with prospective buyers. It is easier for people to
retain information through entertaining communication, rather than hard facts
alone.
1.2 Sales Strategies for Conversion
Companies aim not only to retain their existing customers but to get new ones. So how do
sales strategies influence customers of competitors to convert in buying their products
instead? Sales processes, sales plays and the management of sales pipelines detail the
strategies and tactics used for conversion. Effective sales coaching can also make
individual and sales teams sell better. However, here are some of the general approaches
business may undertake to get new customers:

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• Know and be aware when a prospective client is “interested” in the product.
• Keep the “interest” of prospective customers by engaging them through tailored
marketing that nurtures prospects.
• Explore different sales growth strategies until the appropriate one is found.
Videos, emails, demos, free offers, personal meetings, and appointments can be
used by a company to reach new markets.
• Monitor the prospective customers and observe how they behave as consumers.
1.3 Distribution strategies
Prior to designing a distribution system, the planner needs to determine what the
distribution channel is to achieve in broad terms. The overall approach todistributing
products or services depends on a few factors including the type of product, especially
perishability; the market served; the geographic scope of operations and the firm's overall
mission and vision. The process of setting out a broad statement of the aims and
objectives of a distribution channel is a strategic level decision.
1.4 Strategically, there are three approaches to distribution:
• Mass distribution (also known as an intensive distribution): When products are
destined for a mass market, the marketer will seek out intermediaries that appeal
to a broad market base. For example, snack foods and drinks are sold via a wide
variety of outlets including supermarkets, convenience stores, vending machines,
cafeterias and others. The choice of distribution outlet is skewed towards those
that can deliver mass markets in a cost-efficient manner.
• Selective distribution: A manufacturer may choose to restrict the number of
outlets handling a product. For example, a manufacturer of premium electrical
goods may choose to deal with department stores and independent outlets that can
provide added value service level required to support the product. Dr Scholl
orthopedic sandals, for example, only sell their product through pharmacies
because this type of intermediary supports the desired therapeutic positioning of
the product. Some of the prestige brands of cosmetics and skincare, such as Estee
Lauder, Curlicue and Clinique, insist that sales staff are trained to use the product
range. The manufacturer will only allow trained clinicians to sell their products.

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• Exclusive distribution: In an exclusive distribution approach, a manufacturer
chooses to deal with one intermediary or one type of intermediary. The advantage
of an exclusive approach is that the manufacturer retains greater control over the
distribution process. In exclusive arrangements, the distributor is expected to work
closely with the manufacturer and add value to the product through service level,
after sales care or client support services. Another definition of exclusive
arrangement is an agreement between a supplier and a retailer granting the retailer
exclusive rights within a specific geographic area to carry the supplier's product.
1.5.1 Retailer
Conventional retailers are supermarkets, malls, and outlet stores. However, convenience
and user experience have made online retail and hybrids more accepted and popular.
1.5.2 Wholesaler
Retailers get products from wholesalers; wholesalers buy the products in bulk at lower
prices. A wholesaler stores products and delivers them to retailers.
1.5.3 Distributor
A distributor performs the same functions as wholesalers, plus a bit more. Distributors are
expected to help companies, manufacturers, and producers sell products.
1.6 Strategic models
Marketing participants often employ strategic models and tools to analyze marketing
decisions. When beginning a strategic analysis, the 3Cs can be employed to get a broad
understanding of the strategic environment. An Ansoff Matrix is also often used to convey an
organization's strategic positioning of their marketing mix. The 4Ps can then be utilized to
form a marketing plan to pursue defined strategy.

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1.7 PRODUCT PROMOTION ANALYSIS
At UPL our citizenship interventions are not restricted to the upliftment of only our
neighboring communities, as we drive initiative that address key priorities for nation.
We have built institutions of excellence to raise responsible and skilled human capital in the
western region of India through academic excellence, holistic growth and vocational and life
skills.
1.7.1 CREATIVE IDEA
We commenced this campaign at the time of Diwali (festival of lights in India) and because
of Diwali and Mega offer we introduced our campaign as “Shagun 21-11 ke sath gehu ki
kheti dhamake wali”. Our feedback system on the websites of the campaign was new for the
farmers therefore it engaged them in large numbers. Social media has become an important
part of every business. It provides an avenue to customers, as well as allows direct
interaction. Having a presence on major social media platforms like Facebook, Twitter and
Instagram are incredibly important for your business in today’s market. UPL has maintained
a decent presence on the major social media platforms. It also has many country-wise social
media handles that help it engage with its audience better.
The company has low subscribers count on youtube. This problem can be addressed by
increasing the number of subscribers. YouTube is a great platform that allows you to connect
with your audience through video. It’s also a great place where you can attract new
customers, and drive traffic to your website.
1.8 MARKETING OBJECTIVE
The objective of our campaign began from increasing brand recall on digital platforms to
generate participation and engagement, we had to enhance the audience reach of almost 10
million people in selected states and increase brand recall during peak season time.

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1.9 COMPANY PROFILE
United Phosphorus Limited (UPL) incorporated in1969 is a leading global producer of
crop protection products, intermediates, specialty chemicals and other industrial
Fig-1, source – iide.com Place and distribution strategy of UPL
chemicals. UPL has its presence across value added Agri inputs ranging from seeds to
crop protection and post-harvest activity. Being the largest manufacturer of
agrochemicals in India, we offer a wide range of products that includes insecticides,
Fungicides, Herbicides, Fumigants, PGR, and Rodenticides. We operate in every
continent and have customer base in 86 countries, making us global player of crop
protection products in the world. The company ranks amongst the top 5 post- patent
agrochemical manufacturers in the world.
United Phosphorus Limited has its own subsidiary offices in Argentina, Australia
Bangladesh, Brazil, China, Canada, Denmark, Indonesia, France, Hong Kong, Japan,
Korea, Mauritius, Mexico, New Zealand, Russia, Spain, Taiwan, South Africa, USA,
UK, Vietnam & Zambia.

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1.10 MANUFACTURING & FORMULATION:
UPL has 21 manufacturing sites (9 in India ,4 in France, 2 in Spain, 1 each in UK,
Vietnam, Argentina, Netherlands, Italy, China) having close support from on-site
technical services and quality control. Each one operates to the strictest international
quality standards.
Our formulation plant is capable of producing a wide range of sophisticated formulations
both for our own needs and as a toll formulator for many multi-national companies.
We are constantly looking for new ways to improve our products and services. The
efficient synthesis of active ingredients is the core of our success, and we are pioneers of'
backward integration' in agrochemicals and this approach secures reliable raw materials
for multi-site manufacturing through an extensive downstream range of products and
services.
UPL is one of the world's few companies to manufacture complex organo-phosphorus
compounds starting from the basic raw material, rock phosphate ore. This strategy has
now been extended to other products, the most recent being an integrated caustic chlorine
plant using the latest membrane technology, creating basic building blocks for
agrochemicals and specialty chemicals.
1.11 Research and Development and Registration
Working closely with customers in the marketplace, UPL
recognizes the requirement for the highest level of support in
product research, development and registration. Capability in
applied R&D is one of UPL's major corporate strengths. R&D
strategy is to continue to invest in innovative formulations that
are environment and user
friendly, those are vital for the development of agrochemical firms.
the maintenance and growth of UPL's portfolio of registrations across the world are its top
priorities. The regulatory requirements for registration support have received significant
investment. Working closely with clients and registration authorities, UPL's specialized
registrations team. Access to the Jai Research Foundation, a renowned independent center

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of excellence for research and toxicity with Good Laboratory Practice (GLP) certification,
is made possible through UPL, which significantly facilitates registration activities. In the
area of agriculture, UPL is committed to and able to provide end-to-end assistance.
1.11.1 Customer Support
Our goal is to develop fruitful relationships with clients over the long term, to comprehend
their demands, and to provide them with genuine performance advantages. Our areas of
experience as a dependable and innovative partner include marketing, manufacturing, and
technical support. We are both big enough to provide thorough support and small enough to
pay close attention to the demands of our clients.
1.11.2 PRODUCT DEVELOPMENT:
With the development and release of new and current goods, both branded and generic, we
seek to precisely fulfill the demands of our markets around the globe. the quality and
performance of these items are designed to meet and beyond those of our clients. We are
constantly striving to acquire new products that will benefit our customers whilst at the
same time seeking to develop and improve our existing product portfolio.
1.11.3 ENVIRONMENTALLY RESPONSIBLE:
Quality & Environmental Care
The quality control (QC) strategy used by UPL is based on the well-defined goal of "Zero
Defect." Every stage of production, from acquiring raw materials to manufacturing to post-
production, is carefully watched. UPL has also made a significant financial commitment to
uphold and enhance high levels of environmental care. to reduce energy usage and
effluents, UPL's production facilities and processes are initially developed with this issue
in mind. Wherever feasible, effluent is handled on-site to guarantee that the high standards
imposed are not subverted by operators outside UPL's control.
As a business, we are very focused on doing our part to support a sustainable society.
Efficiencies in the usage of energy and raw materials are carefully monitored throughout
the production process. we are committed to continually enhancing our environmental
performance since we are aware that our processes may have an influence on the
environment.
All our units are certified under the ISO 9001 for quality assurance, 14001 for

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Environment Pollution Control norms and OHSAS 18001 for healthy and safety.
Mumbai, Maharashtra serves as the corporate headquarters for the Indian multinational
company United Phosphorus Limited. The company's primary line of business is
providing services to the agricultural industry. Generally speaking, it is an agrochemical
business that produces goods and offers services for the agricultural sector. the business
was founded in 1969, or around 51 years ago. It now has a global footprint and serves
and meets the demands of the agricultural industry.
In the chemicals sector, United Phosphorus Limited (UPL) has a plethora of experience.
It has strong research and development (R&D) facilities in place and is actively involved
in company acquisition rounds.
1.11.4 Marketing Mix of UPL
The most fundamental and well-known idea in the realm of marketing is the marketing
mix. The 4Ps—Product, Price, Place, and Promotion—form the basis of the marketing
mix model's guiding principles.
The purpose of the marketing mix is to influence the customer and customers into buying
a product. Let us see how UPL has formulated its marketing mix strategy.
1.11.5 Product Strategy of UPL
In addition to the high-quality seeds and crops mentioned before, UPL Limited also
produces crop protection goods including fungicides, herbicides, and other such items.
Fig- 2 UPL’S PRODUCT PORTFOLIO

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Marketing Strategy of UPL - A Case Study - Marketing Mix - Product Strategy
The company also provides agricultural solutions like BioSolutions, seed treatment, water
conservation and public health-related services. It has advisory services, namely, Adarsh
Kisan Centre, Unipart, Adarsh Farm Services to help the farmers.
1.11.6 Price Strategy of UPL
UPL Limited offers multiple products with an innovative and competitive pricing
structure. The company has committed itself to provide its clients and customers with
exceptional service at a competitive pricing range.
However, given that UPL has strong research and development capabilities, it also
charges value-based pricing for its new innovations where prices are higher than the
industry prices.
Regardless of the level of competition or economic climate, UPL Limited strives to
maintain its competitive advantage by continually developing new technologies while
simultaneously improving our client satisfaction levels with superior quality at a
competitive rate.
1.11.7 Place & Distribution Strategy of UPL
UPL Corporation Limited has its presence all over the world catering to various
demographics through its wide range of products and services. It also uses e-commerce
facilities to sell its products which helps it reach every part of India.
1.11.8 Promotion Strategy of UPL
UPL is a company that focuses less on marketing itself. Yes, UPL is one of those
companies that has never gone out of its way to market itself. It has never launched a full-
fledged marketing campaign for its products nor for any of its services.
It’s also very much a case of money being spent on research and development as opposed
to marketing the product. It has grown organically over the years.
However, the company also constantly works on enriching farmers’ lives by undertaking
various welfare campaigns and open projects.
This is how UPL has established itself on parameters of product, price, place and
products. Let us now go through its marketing strategy that UPL relies on in the coming
section.

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1.11.9 Marketing Strategy of UPL
Direct marketing has been UPL Limited's only proven strategy. it didn't rely on promoting
itself through intermediaries or other popular channels. thanks to its word-of-mouth
advertising, it has expanded organically throughout the years and will continue to do so. but
the corporation is always working on CSR initiatives. at the moment, UPL concentrates on
promoting itself through its sustainability programer campaign, Opening, and its online
presence.
Marketing Strategy of UPL - A Case Study - Marketing Campaign - Open Ag
Opening is a global sustainability movement that UPL has started. the goal of this
campaign is to serve as a focal point promoting sustainable agricultural methods that will
benefit farmers, consumers, and all societies. it engages in a variety of agricultural
initiatives through this sustainability campaign and collaborates with other businesses,
individuals, and outside stakeholders to advance innovation, cutting-edge practices, and
sustainable farming methods.
1.11.9.1 Digital Marketing Strategy of UPL
Over the past decade, the importance of digital marketing has become more apparent.
Embracing a digital presence is not only a necessity for companies but also an important
attribute for the successful implementation and growth of your business. A well designed
and efficiently optimized digital presence can generate a lot of leads and conversions.
1.11.9.2 Social Media Presence of UPL
Social media has become an important part of every business. It provides an avenue to
customers, as well as allows direct interaction. Having a presence on major social media
platforms like Facebook, Twitter and Instagram are incredibly important for your
business in today’s market.
1.11.9.3 Social Media Presence of UPL
Facebook Instagram Twitter
Marketing Strategy of UPL - A Case Study - Social Media Presence - Facebook
Marketing Strategy of UPL - A Case Study - Social Media Presence - Instagram
Marketing Strategy of UPL - A Case Study - Social Media Presence - Twitter

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It has about 700k followers It has 40.1k followers It has about 31.1k followers.
UPL has maintained a decent presence on the major social media platforms. It also has
many country-wise social media handles that help it engage with its audience better.
Marketing Strategy of UPL - A Case Study- Social Media Presence - YouTube
The company has low subscribers count on YouTube. This problem can be addressed by
increasing the number of subscribers. YouTube is a great platform that allows you to
connect with your audience through video. It’s also a great place where you can attract
new customers, and drive traffic to your website.
Focus on Digitalization
We now know that UPL is a helping hand to the farmers who strive to increase their
productivity in a sustainable manner. The company has also started adopting digital
transformation plans in the process. Future Media, a digital marketing agency was hired
to roll out this digital transformation for both, national and global avenues.
1.12 Products
• UPL is the largest producer in India of crop
protection products with a wide range of products
that include fumigants, fungicides, insecticides,
rodenticides, and herbicides and has established a
broad product line that caters to the crop protection
needs of a plant during all stages of growth. This
broad product ranges has given our company a
competitive edge in terms of market penetration.
UPL's quality control (QC) approach is based on the clear target of "Zero Defect". Each
stage of production from raw material sourcing through manufacturing to post-production
are closely monitored. UPL has also committed substantial investment to maintain and
improve high standard of environmental care.

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New products have been introduced virtually in every year of the company's history in
response to the specific needs of a changing market.
UPL offers 'total crop protection' with a comprehensive product range and a sales support
operation in every continent.
UPL has developed more than 100 insecticides, fungicides, herbicides, fumigants and
rodenticides for every stage of the growing cycle:
United Phosphorous Ltd. (UPL) is in the business
of Manufacturing and Marketing of
• Caustic Chlorine
• White Phosphorus
• Industrial Chemicals
• Specialty Chemicals
• Captive Power Generation of 48.5 MW
UPL Industries with a strong technical strength and wide range of specialty chemicals is
all set to contribute in terms of export of its products. More than 20 % of the total
production of specialty chemicals from UPL will be exported.
United Phosphorus Limited today has the widest range of generic agrochemical and other chemical
intermediates. Over and above, a good market in India, these agrochemicals are exported to more than
100 countries in the world.

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1.12.1Product Name Of UPL
PILATUS SAAFILIZER
ELECTRON RENO
SWEEP POWER ULALA
MACARENA ATABORN
AVANGER GLOW SORTER
LANCER GOLD JHATKA
ZEBA SAAF
CUPROFIX SAATHI
COPIO LANCER
GUNTHER VIRAAT
IRIS

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Fig.- Pilatus
Source- upl-ltd.com
⮚ Technical Name- Inositol, Fulvic acid, Amino acid, Plant extract
⮚ It is plant regulator.
⮚ Increase biomass and Root length.
⮚ Dose – 30 ml/ tank, Spray-500ml/acre, Drenching -500ml to 1 lt

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Fig.- Sweep power
Source- upl-ltd.com
⮚ Technical- Glufosinate Ammonium 13.5% w/w SL
⮚ Dose – 1000-1200 ml/ acre, 200 ml/ tank
⮚ Method- Spray
⮚ Application – weeds should be in actively growing stage 4-6 inches high, minimum 6
hr rain free period.
⮚ Benefit – Kills hard weeds. low spray drift to crop.

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PURPOSE
• Focuses on an efficient movement of goods from manufacturers to intermediaries
and the consumer
• Provide intermediaries and customers with the right products, in the right quantities,
in the right locations, at the right time
• Effective physical distribution saves cost and improves customer service levels
• Concerns the balance between cost reduction and meeting customer service
requirements
• Analyze the market in terms of customer service needs and price sensitivity
• There may be possible conflicts between elements of physical distribution itself
1.13 OBJECTIVE OF THE STUDY
• To study about the age distribution of the respondents in the research area.
• To know how the company is achieving the competitive advantage through
promotional activities.
• To analyse competitor’s strength and weakness.
• To offer suggestions for improving Promotional places of Gorakhpur
District for increasing sales of UPL.
1.14 SCOPE OF THE STUDY
Scope of the Training is as
• To know how Marketing Strategy of company work in Gorakhpur
• Avoid chaos and maximize efficiency
• Which channel is supposed to serve which customers?
• Which channel does what tasks of the sales function, and for which customers?
• Which channel gets compensated for which customers and for what tasks?

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REVIEW OF LITERATURE
Choosing a marketing channel is one of the most significant decisions that management
must make today. In fact, if one examines the four main marketing mix strategies
(product, price, promotion, and distribution), distribution has the greatest potential to gain
a competitive edge right now (Obasi, 2011). One of the four components of the marketing
complex, distribution is a crucial component of all marketing choices, including those
pertaining to how to get products to consumers. Numerous marketing experts (Berman,
1999; Kim, 1996; Delton, 1997; Frazier, 1999; Kotler, 2003; Rosenbloom, 1999; Stern,
2006, etc.) have examined the distribution challenges, placing a significant emphasis on
the development of the marketing channel design techniques (Gudonaviciene &
Alazocine, 2008).
Distribution remains an untapped area for competitive success, particularly if great care is
used to create and manage top-notch marketing channel systems that deliver top-notch
customer service. However, creating creative distribution strategies, operating channel
systems effectively, and establishing the best marketing channel systems to increase sales
are not easy tasks. (Obaji, 2011) The very first formal ideas of marketing channels were
centered on the roles played by a distribution system, as well as the associated usefulness
of both these roles and the system as a whole. They are reflected in industrial and
transitional architecture.
In economics, the group of interconnected businesses involved in the process of making a
good or service available for use or consumption came to be known as marketing
channels (Coughlin, Anderson, Stern, & El-Ansary, 2001).
Institutional in nature

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The participants of the distribution system who are involved in the delivery of goods and
services from the point of conception to the point of consumption are highlighted by
perspective, including wholesalers, distributors, retailers, etc (Anderson & Coughlan,
2002). Such institutions are managed through marketing channel management, which
entails the organizing, coordinating, directing, and controlling activities of channel
participants (Gundlach et al, 2006).
The concept of distribution generally refers to the locations and methods through which
goods and services will be made available for purchase, as well as the logistical and other
supports required for the transfer of goods and services to clients (Stern et al, 2006). In
order to satisfy the desired consumer, a successful marketing channel makes sure that the
desired product is disseminated in the desired volume to the chosen channel (Kotler &
Keller, 2009).
The defining problem is one of the initial issues that arises when the topic of integrated
distribution is explored. There is no one "model" distribution system that can fit all
commercial firms. Similar to other company roles, the distribution function must be
created within the confines of the management philosophy and resources that each
organization has to provide. In the 1960s, three distinct or distinguishable methods of
integrated distribution management have arisen. Management of physical distribution,
management of supplies, and logistics for businesses. (La Lunde, Graber, and Robeson
(1993).
Research devoted to channel management has played an important role in the marketing
discipline for over 40 years. Two main areas of channels research in marketing have
evolved. First, how channels are organized or structured has been a focal point, centering

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on the level of channel integration, reliance on multiple channels, distribution intensity
and organizational policies relating to centralization, formalization, standardization, and
surveillance (cf. Dwyer & Oh, 1988; John & Weitz, 1988; Fein & Anderson, 1997;
Sherwani, Frazier & Talegalla, 2007). Second, how ongoing channel relationships are
coordinated in a behavioral sense has been even more prominent, dealing with methods
of channel governance, including the impact of contracts, the development and
application of interfirm power, communication approaches, levels of control and conflict,
and the attainment of trust and commitment (cf. Frazier, 1983; Anderson & Weitz,
1992; Boyle, Dwyer, Robichaud and Simpson, 1992; Morgan and Hunt, 1994;
Kumar, Sheer and Steenkamp, 1995; Lusch and Brown, 1996).
2.1 Development of Channel Structure
A channel of distribution can be defined as the collection of organization units, either
internal or external to the manufacturer, which performs the functions involved in
product marketing. These functions are persuasive and include buying, selling,
transporting, storing, grading, financing, market risk bearing and providing marketing
information. A channel member is an individual organization unit institution or agency
that performs one or more of the marketing functions and by doing so has an active role
in the channel of distribution (Lambert, 1978).
The marketing channels literature has given considerable attention to the study of channel
structure. Early researchers discussed channel structure in terms of the functions
performed by channel members (Millen, 1973). The basic idea was that these functions
could be allocated in different mixes among the various channel members depending on

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the characteristics of the channel. As structure research evolved, several common
elements emerged, which were seen as varying across different channels, including: the
number of channel levels (i.e., number of intermediaries involved), the intensity at the
various levels (the number of intermediaries at each level of distribution), and the types
of intermediaries at each level (i.e., retailers, wholesalers, distributors) (Rosenbloom B.,
1987). Thus, channel structure was essentially treated at a micro level, rather than
examining the more macro issues such as: how firms decide who will perform what
activities, the costs and trade-offs involved in using various channel strategies, and
various extraneous factors affecting channel relations.
Starting from the 70’s, tremendous strides have been made in the understanding of how
firms should organize and manage their channels of distribution. Still, the researchers
have barely touched the surface of all the managerial issues that have been addressed.
Furthermore, many issues of managerial importance relating to the organization and
management of channels of distribution have received no attention in empirical research
(Frazier, 1999).
More recent research in channel structure examines both macro and micro issues. Most of
the current research on channel structure focuses on one of two broad operationalizations
of structure: transactional form or bureaucratic form. Though it could be argued that the
degree of rationalism also reflects the structure of the relationship, transactional form and
bureaucratic form are the most widely accepted (Brent, 2007).
2.2 Physical distribution
Physical distribution has been acknowledged as being an important component of
channel management (cf. Frazier, Speakman & O’Neal, 1988, Coughlan Anderson,
Stern

22
& El-ansary, 2006). However, relatively little attention has been paid to
physical distribution function in channels research within the marketing
literature. The general topic has received more emphasis in other literatures,
such as in operations management, logistics, transportation, purchasing and
information technology, with a general focus on how product orders can be
efficiently and effectively processed, and then delivered to channel members
and end-customers. Among the main areas of interest have been inventory
management, the number placement, and design of warehouses or distribution
centers, the use of technology to aide in processing orders, delivery options to
customers, and customer payment methods (cf. Innis and Lalonde, 1994;
Emerson and Grimm, 1996; Giannakos and Groom, 2004; Junipero,
Hooker, Joseph-Matthews, Yoon, and Brooding, 2008).
The lack of attention to physical distribution in channels research in marketing
is unfortunate. Physical distribution functions will impact both channel
organization and the way channel relationships are coordinated over time.
More clarity is necessary on the role of physical distribution functions within
the general domain of channel management (Frazier, 2009).
2.3 The role of power in distribution channels
Channels of distribution can be viewed as social systems comprising a set of
interdependent organizations, which perform all the activities (functions),
utilized to move a product and its title from production to consumption (Stern
& Heskett, 1969; Stern, 1971). Because of this interdependency there arises a
need for some form of cooperation between channel members and co-
ordination of activities. This co-operation and co-ordination is necessary in

23
order to ensure predictability and dependability between members which will
allow individual organizations to plan effectively. Also, conflict arises in
channels, because members sometimes have incompatible goals, differing
ideas as to the functions each should perform, and differing perceptions of
reality. This conflict needs to be controlled so that it does not disrupt channel
functioning (Wilkinson, 1996). Power or, rather, the use of power by
individual channel members to affect the decision making and/or behavior of
one another (whether deliberate or not), is the mechanism by which the
channel is organized, and orderly behavior preserved. This is not meant to
imply that organizations necessarily set out deliberately to organize the
channel, but that this organization of the channel arises out of individual
organizations adjusting their behavior to one another in relation to the
power they each have and use. However, in some channels, firm(s) may
assume a leadership role and make deliberate attempts to organize the
channel, making use of their power. Power is how cooperation between
individual channel members' activities are coordinated and how any conflict
between firms is controlled (Stern & Heskett, 1969; Stern,1971; Wilkinson,
1973).
2.4 Strategic choice in distribution channels
Although the marketing industry as a whole has embraced a strategic approach,
distribution channels have been rather hesitant to do so. The study of channel techniques
has received less attention than studies on methods to manipulate power and influence.
Decisions on marketing channel strategies are significant because of 1) their long-term
effects naturally occurring and 2) the opportunities and limits they bring (Dwyer & Welsh,
1985). The Relationship building in a marketing channel frequently requires a lot of time
and effort. Any actions taken in connection to these relationships thus have greater
strategic weight. Given this, applying strategic management theory to the research on
distribution channels is particularly important (Brent, 2007).

24
2.5 Multiple channels
Given the fragmentation of markets, technological improvements, and increased Interbrand
competition, among other factors, the use of various channels of distribution is now more
common than not. Interbrand competition and intracanal conflict may become serious issues,
leading to decreased levels of support in the firm's direct and indirect channels even while
numerous channels have the ability to boost the firm's penetration level and raise entry
barriers. These options are mainly untapped. Only Dutta et al. (1995) have focused an
empirical investigation on the construct, while John and Weitz (1988) and Klein et al. (1990)
did some examination of the utilization of numerous channels. Their main result is that adding
a direct channel to an indirect channel enhances the manufacturer's capacity to control the
indirect channel (Frazier, 1999).

25
RESEARCH METHODOLOGY
The purpose of this chapter is to comprehend the research process by building a
framework for the evaluation and reevaluation of primary and secondary sources. The
methods and ideas employed in primary research to get the conclusions are also covered
and logical inferences are drawn from them towards the analysis and results.
3.1 RESEARCH DESIGN
This study used an exploratory research methodology. Exploratory research involves
learning about an issue that we don't yet understand in order to begin working on a
solution. In contrast, descriptive research requires us to identify the issue and then
identify a remedy. Descriptive research designs are typically used following exploratory
research designs. After conducting secondary research, we discovered the general
consensus regarding retail baking, but in the following step, we sought to identify the
differences and the grounds upon which the banks differ from one another.
3.2 OBJECTIVE OF RESEARCH
• To study about the age distribution of the respondents in the research area.
• To know how the company is achieving the competitive advantage through
promotional activities.
• To analyse competitor’s strength and weakness.
• To offer suggestions for improving Promotional places of Gorakhpur
District for increasing sales of UPL.
3.3 SAMPLING TECHNIQUE
Random sampling technique were employed for the study.
Fact expressed in quantitative from can be termed as “data”. Data may be classified as
either “primary data or secondary data”.
 Sample Size: 85 (customers are taken as the sample)

26
3.4 SOURCE OF DATA
3.4.1 PRIMARY DATA:
The primary data was collected with the help of a structural questionnaire targeting the
customers. The questionnaire consists of 15 and these questions involve the impact of
promotional activities on UPL sales as well as customer purchase behavior and the
benefits more which they are desired
3.4.2 SECONDARY DATA:
The secondary data implies the data that is already available, collected, analyzed, and
other information in form reports, journals, newspapers and magazines. The secondary
data required for the study is obtained from the main office and websites.
3.5 DATA COLLECTION TOOLS
Many several methodologies can be used for data collection and analysis.
These include –
Interviews.
Photography
Surveys
Questionnaires
To know the response. I have used the questionnaire method in sample survey. If one wishes to find
what people think or know, the logical procedure is to ask them. This has led marketing researchers
to use the questionnaire technique for collecting data more than any other method.
3.6 DATA ANALYSIS
For analyzing the data various statistical tools are used the arithmetic mean, median, mode etc.
for displaying the data, Graphs, m,s excel, figures, pic-charts were used.
3.7 LIMITATIONS OF STUDY
 The respondents were limited and cannot be treated as the whole population.
 The research is done on a small area.
 The major constraint is the time.
 The research is done based on one time data.

27
Male Female
30%
69%
DATA ANALYSIS AND INTERPRETATION
4.1 Socio-economic profile of respondents
Gender Response Percentage
Male 23 30.06%
Female 62 69.94%
Total 85 100.00%
Table-1 4.1.1 Respondent’s Gender graph
Fig.- 4.1.1 Respondent’s Gender graph
Interpretation
⮚ 30% of males and 70% of female’s respondents were surveyed to compare the
promotional strategies of UPL.
⮚ Most of the respondents were females because females are the major users of
UPL Products and hence can give better feedback for the research study

28
Age Graph
20-30 30-40 40-50 50-60
4.2 Age distribution of the respondents in the study area.
Age Responses Percentage
20-30 73 85.88%
30-40 5 5.88%
40-50 7 8.24%
50-60 0 0.00%
Total 85 100.00%
Table- 2 4.2.1 Age graph of the respondents
Fig.- 4.2.1 Age graph of the respondents.
Interpretation
⮚ 86% of respondents were from the age group of 20-30
0%
6%
8%
86%

29
Profession Graph
Salaried Student Self-emp Others
1% 3%
4.3 Occupational background of the respondents
Profession Responses Percentage
Salaried 13 15.29%
Student 69 81.18%
Self-emp 1 1.18%
Others 2 2.35%
Total 85 100.00%
Table- 3 4.3.1 Percentage graph of various occupation
Fig.-4.3.1 Percentage graph of various occupation
Interpretation
⮚ 81% of respondents were students
⮚ 15% of respondents were salaried
⮚ 1% of respondents were self employed
⮚ 3% of respondents were from other professions
15%
81%

30
99%
Aware of UPL Products
YES NO
1%
4 . 4 Aware of UPL products
YES 84 98.82%
NO 1 1.18%
TOTAL 85 100.00%
Table- 4 4.4.1 Percentage of awareness in research area
Fig.-4.4.1 Percentage of awareness in research area
Interpretation
⮚ 99% of respondents were aware of UPL
⮚ 1% of respondents were self employed

31
4.5 Through which media you came to know about UPL?
Responses
Percent of Cases
UPL N Percent
TV 68 44.70% 86.10%
Internet 13 8.60% 16.50%
Magazines 26 17.10% 32.90%
Newspaper 11 7.20% 13.90%
Radio 4 2.60% 5.10%
Billboards 6 3.90% 7.60%
Malls 6 3.90% 7.60%
Supermarkets 10 6.60% 12.70%
Outdoor 6 3.90% 7.60%
Others 2 1.30% 2.50%
Total 152 100.00% 192.40%
Table- 5

32
17.1%
8.6%
7.2% 6.6%
2.6%
3.9% 3.9% 3.9%
1.3%
Fig.- 4.5 Reflects the promotional effect of media for UPL.
Interpretation
⮚ 44.7% of respondents came to know about UPL through Television Media
⮚ 17.1% respondents came to know about UPL through Magazines.
⮚ 8.6% respondents came to know about UPL through Internet.
⮚ 7.2% respondents came to know about UPL through Newspaper
⮚ 6.6% respondents came to know about UPL through Supermarkets.
44.7%
45.0%
40.0%
35.0%
30.0%
25.0%
20.0%
Percentage
15.0%
10.0%
5.0%
.0%

33
YES NO
34%
66%
4.6 Print advertisements of UPL
Responses Percentage
YES 56 65.88%
NO 29 34.12%
TOTAL 85 100.00%
Table- 6 4.6.1 Indicates the quantity who seen the print advertisement.
Fig.- 4.6.1 Indicates the quantity who seen the print advertisement.
Interpretation
⮚ 66% of respondents have seen the Print Ads of UPL
⮚ 3% of respondents have not seen the Print Ads of UPL

34
YES NO
49%
51%
4.7 Print advertisements of other products
YES 43 50.59%
NO 42 49.41%
TOTAL 85 100.00%
Table- 7 4.7.1 Shows the % of people shows the print advertisement
Fig.- 4.7.1 Shows the % of people shows the print advertisement
Interpretation
1.6.151% of respondents have seen the Print Ads of Other products.
1.6.24951% of respondents have seen the Print Ads of Other products.

35
YES NO
8%
92%
4.8 Video Advertisements of UPL?
YES 78 91.76%
NO 7 8.24%
TOTAL 85 100.00%
Table- 8 4.8.1 Percentage of peoples, seen the advertisement
Fig.- 4.8.1 Percentage of peoples, seen the advertisement
Interpretation
1.6.392% of respondents have seen the Video Ads of UPL.
1.6.48% of respondents have seen the Video Ads of UPL.
1.6.5We can say that most of the customers are aware of Video Ads of UPL.

36
YES NO
44%
56%
4.9 Sales Promotions of UPL
YES 48 56.47%
NO 37 43.53%
TOTAL 85 100.00%
Table-9 4.9.1 Reflects the % of respondent came across UPL sales promotion
Fig.- 4.9 Reflects the % of respondent came across UPL sales promotion
Interpretation
1.6.656% respondents have come across the Sales Promotions of UPL.
1.6.744% respondents have come across the Sales Promotions of UPL.

37
YES NO
38%
62%
4.10 Sales Promotions of Other products
YES 32 37.65%
NO 53 62.35%
TOTAL 85 100.00%
Table- 10 4.10.1 Percentage of people, came across sales promotion of other product
Fig.- 4.10.1 Percentage of people, came across sales promotion of other product
Interpretation
16.8 As we can see that 38% of the people had seen sales promotion of other products.
1.6.9 we can say that a very few numbers of the people are aware of sales promotion of other
products.

38
48%
52%
4.11 Internet Advertisements of UPL
YES 44 51.76%
NO 41 48.24%
TOTAL 85 100.00%
Table-11 4.11.1 Reviles the quantity of respondent in percentage
YES NO
Fig.- 4.11.1 Reviles the quantity of respondent in percentage
Interpretation
⮚ As we can see that 52% of the people had seen Internet Ads of UPL.
⮚ We can say that a reasonable number of the people are aware of Internet Ads of
UPL.

39
YES NO
32%
68%
4.12 Internet Advertisements of Other products
YES 44 31.76%
NO 41 68.24%
TOTAL 85 100.00%
Table-12 4.12.1 Percentage of respondents seeing internet advertisement
Fig.- 4.12.1 Percentage of respondents seeing internet advertisement
Interpretation
⮚ As we can see that 32% of the people had seen Internet Ads of Other Products.
⮚ we can say that less number of the people are aware of Internet Ads of Other
Products.

40
FINDINGS
1. Most of the respondents were farmers because farmers are the major users of UPL and
Other products and hence can give better feedback for the research study.
2. Maximum respondents belong to the age group of 20-30, this may be due to the fact
because youth are the maximum users of UPL and Other products and hence can give best
feedbacks regarding the products.
3. Most of the respondents were students because we have seen in the above Graph.
Maximum respondents belong to the age group of 20-30 and this age group comprises of
students only.
4. People buy either of UPL or other products due to the parameter “brand”.
5. It was found out that UPL is more used than other products by the respondents. This
indicates that UPL is more popular than other products.
6. Majority of the respondents get their information about UPL through the Television
Ads, indicating that television ads of UPL are popular.
7. We can conclude that Television Ads is a strong medium to convey information.
8. Television ads build strong brand image and convince customers to make a purchase.
9. Most of the people are aware of Print Ads of UPL.
10. A reasonable number of the people are aware of Print Ads of Other products conveying
information that print ads of UPL are popular.
11. As we can see that print ads of other products are not so popular but print ads of UPL are
popular, we can conclude that print ads of UPL are influential.
12. Video Ads of UPL are more attractive and convincing than the Video Ads of Other and
when compared to TVC of other products it was found out that TVC of UPL are more popular.
13. A reasonable number of the people are aware of sales promotion of UPL. Sales Promotions
of UPL are attractive and have a positive influence on customers.
14. We can conclude that sales promotions of UPL are not so popular as the TVC and Print ads of
UPL.

41
15. Less number of the people are aware of Internet Ads of Other. Internet Ads of both UPL
and Other products have made a neutral influence on the respondents.
16. The promotional strategy of UPL is more attractive and convincing and is mostly approached
as my analysis on my respondents.
17. From the above findings we can conclude that:
a. The promotional strategies of UPL which include print ads, video ads, sales
promotions and internet ads are popular
b. These promotional strategies attract and influence customers.
c. These promotional strategies build positive brand image of UPL.
d. These promotional strategies influence the customers to make a purchase.

42
5.1 CONCLUSION
UPL has a history, much like a number of other rival businesses. The business has been
cultivated from the beginning to rank among the top exporters in the world today. The
business has launched a global campaign centred on sustainability and is a supporter of
farmers. The business is putting up strategies for digital transformation to connect with
and engage with its target audiences in light of the rapidly expanding use of digital
marketing worldwide.
In conclusion, the internship experience at United Phosphorus Ltd. was excellent overall.
I have a lot of opportunities thanks to UPL to look outside my immediate environment
and breathe in some new air. I traveled to Gorakhpur district in Uttar Pradesh for my
internship, a region I was unfamiliar with and where no one knew me. I visited several
villages, mandis, and farmers' fields in temperatures between 45 and 48 degrees Celsius. I
interacted with farmers, and they were all really encouraging. The farmers' kind
demeanor helped me feel at ease in the strange environment. All of the questions I asked
them were thoroughly answered by them. Some farmers were upset and anxious about
their losses over the previous two years, and they readily communicated their issues. I
also spoke with a lot of merchants and distributors. They helped me, too. They were
quick to respond when I inquired about the many UPL items they have on hand at their
stores. They described to me the many compounds that make up UPL, such as fertilizers,
weedicides, insecticides, and fungicides. They not only create a genuine brand image but
also persuade clients to buy. The online marketing and sales promotions used by UPL
must be effective. According to my poll, I have discovered that UPL's marketing
approach has encouraged other businesses to emphasize what can be viewed as
shortcomings in their own advertising. The marketing tactics employed by UPL

43
demonstrate its concern for farmers and the welfare of their crops. A consequence of
these promotions for
5.2 SUGGESTIONS
As we can see, UPL has success with its print and video advertisements but struggles with its
internet advertisements. following suggestions can be made for the internet ads:
1. The company should come up with attractive and influential internet advertisements.
2. The company should do promotions through social media.
3. The company should create search engines.
4. The business should think carefully about its pricing approach.
UPL also has to work on its sales promotions Following suggestions can be made for sales promotions:
1. There should be attractive and influential sales promotions.
2. The creation of new marketing channels for businesses, such as internet sales, is crucial.
3. held additional farmer meetings while traveling from village to village.
4. The company should conduct loyalty programs etc.
5. There should be wall paintings, posters, etc. in semi urban areas.

44
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46
QUESTIONNAIRE
1. Have you seen Print Ads of UPL Products?
a. Yes
b. No
2. Have you seen Print Ads of OTHER Products?
a. Yes
b. No
3. Have you seen Video Ads of UPL?
a. Yes
b. No
4. Have you seen Video Ads of OTHER Products?
a. Yes
b. No
5. Have you come across Sales Promotions of UPL?
a. Yes
b. No
6. Have you come across Sales Promotions of OTHER Products?
a. Yes
b. No
7. Have you seen Internet Ads of UPL?
a. Yes
b. No
8. Have you seen Internet Ads of OTHER Products?
a. Yes
b. No

47
10. Are you aware of UPL?
i. Yes
ii. No
11. Through which kind of media, you came to know about UPL products?
i. TV
ii. Internet
iii. Magazines
iv. Newspapers
v. Radio
vi. Hoardings/ Billboards
vii. Shopping Malls
viii. Supermarkets – On Trolleys/ In house Promotions etc
ix. Outdoor posters
x. Others
12. Through which kind of media, you came to know about OTHER products?
i. TV
ii. Internet
iii. Magazines
iv. Newspapers
v. Radio
vi. Hoardings/ Billboards
vii. Shopping Malls
viii. Supermarkets – On Trolleys/ In house Promotions etc
ix. Outdoor posters

48
Mandi visit Product Advertisement
Field visit of green Bitter Gourd Demonstration of Pilatus in Banana field

49
Plagiarism Checker X Originality Report
Similarity Found: 14%
Date: Sunday, January 29, 2023
Statistics: 1231 words Plagiarized / 8833 Total words
Remarks: Low Plagiarism Detected - Your Document needs Optional Improvement.
A STUDY ON PRODUCT PROMOTION STRATEGIES OF UPL IN GORAKHPUR DISTRICT,
UTTAR PRADESH SUBMITTED TO THE INTEGRAL UNIVERSITY IN PARTIAL FULFILLMENT OF
THE REQUIREMENTS FOR THE DEGREE OF MASTER OF BUSINESS ADMINISTRATIONIN
AGRIBUSINESS MANAGEMENT BY MILAN KANTI MAHATO (ENROLLMENT NO:
2100102331) II SEMESTER/I YEAR INTEGRAL INSTITUTE OF AGRICULTURAL SCIENCE AND
TECHNOLOGY (IIAST) INTEGRAL UNIVERSITY, LUCKNOW 226026

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