Project at SFC


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my unmatched experience of rural marketing during my summer project

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Project at SFC

  3. 3. DCM Shriram Consolidated Limited (DSCL), a company with turnover of Rs. 3534 crores and primary business interests in<br />About DSCL <br />
  4. 4. Sugar, <br />Urea,<br />Agri Inputs,<br /> Hybrid Seeds,<br />HariyaliKisaan Bazaar<br />Agri  Businesses<br />
  5. 5. Chemicals, <br />PVC Resins,<br />Calcium Carbide, <br />Cement<br />Energy Intensive  Businesses<br />
  6. 6. FenestaBuliding Systems ,<br />PVC Compounds ,<br />Energy services<br />Value Added  Businesses <br />
  7. 7. Textiles<br />Other Businesses<br />
  8. 8. Top players in the fertilizer industry of India.<br />First to manufacture several fertilizers ingeniously.<br />The different chemicals it produces are: <br />Urea<br />Potash Fertilizer Materials<br />Phosphate Fertilizer Materials<br />Different nitrogen, phosphorus, potassium-based fertilizers<br />Shriram Fertilizers & Chemicals<br />
  9. 9. Ammonium Nitrate <br />Anhydrous Ammonia <br />Located in Kota, Rajasthan Shriram Fertilizers and Chemicals is one of the most economical naptha-based urea manufacturers in the Indian Fertilizer Industry. <br />Has made a significant contribution in the fertilizer market in India, especially in the rural sector.<br />
  10. 10. The presence of a strong distribution network over the major parts of India has helped the company's growth.<br />
  11. 11. DSCL offers a range of hybrid seeds in the country via its 100% subsidiary ShriramBioSeed Genetics India Ltd. <br />The Company also operates its seeds business in Vietnam, Philippines and Thailand and proposes to expand to other locations in Asia Pacific region.<br />ShriramBioseed Genetics India Ltd. <br />
  12. 12. At present, the Company deals in <br />Corn,<br />Bajra ( Pearl Millet), <br />Jowar, <br />Paddy,<br />  BT Cotton, <br />Vegetables and Sunflower seeds.<br />
  13. 13. Product Description <br />DSCL's ShriramBioSeed subsidiary offers the following range of products for Corn hybrid seeds: <br />BIOSEED – 9681 Super (YELLOW ORANGE)<br />BIOSEED - Shaktiman (ORANGE YELLOW) <br />BIOSEED – 9220 (ORANGE) <br />BIOSEED – Rajkumar ( Orange YELLOW) <br />Corn<br />
  14. 14. BIOSEED – Commando<br />BIOSEED - 9621 Super(WHITE ) <br />BIOSEED - 9718 (WHITE ) <br />
  15. 15. OBJECTIVE :<br />Objective of the project is to promote the hybrid corn seeds of Shriram Fertilizers & Chemicals. Promotional activities mainly confined to the promotion of newly launched products and the existing products i.e range of hybrid corn seeds in the Neemuchdistt of MP, which is the main belt of corn crop in Madhya Pradesh.<br />EXECUTIVE SUMMARY<br />
  16. 16. Besides these activities we personally visited to each and every farmer and try to know about their preference about our product i.e corn seeds and about the competitors product by asking various questions to the farmers by using questionnaire.<br />
  17. 17. We have also visited to the wholesalers , dealers & retailers of Shriram Fertilizers & Chemicals of Neemuch (M.P) and try to know about the perception of wholesalers ,dealers ,retailers about shriram hybrid corn seeds ,market share of shriram hybrid corn seeds , problems faced by dealers , retailers by asking them various questions by using questionnaire.<br />
  18. 18. We mainly conducted primary research among the farmers , wholesalers ,dealers ,retailers to know their perception about our product Shriram hybrid corn seeds in Neemuch(M.P) region and thus we plan our promotional campaign according to the research i.e we give more emphasis on promotional activities on those villages where we get negative report in favour of our product and in the villages which are not aware of shriram hybrid corn seeds.<br />RESEARCH METHODOLOGY<br />
  19. 19. Also we target to dealers who are dealing with the Shriram Fertilizers & Chemicals in Neemuch (M.P) region and try to collect information about the market share of shriram hybrid corn seeds , problems faced by them from our former product 9681 , their perception about the company , their expectations from hybrid corn seeds and the companies which deliver seeds in the market.<br />
  20. 20. TIME PERIOD:<br />The time taken by us in completion of research was 15 days(5/5/09-20/5/09)<br />LIMITATIONS:<br />Farmers did not respond to technical questions and did not understand technical language because:<br />Farmers are not much educated .<br />Farmers are not much techno savy.<br />
  21. 21. DELIVERABLES:<br />This research work can be used by the company in such a way that in which field it has to improve its products ,services ,and accordingly company can plan its promotional strategies.<br />
  22. 22. About 90% of the farmers have tried Shriram-9681.<br /> <br />FINDINGS<br />
  23. 23. About 60% of the farmers mainly prefer yield as a parameter while buying corn seeds.<br />
  24. 24. In the last 3-4 years 50% of farmers get average yield ,10% of the farmers get above average yield and 40% of farmers get below average yield.<br />
  25. 25. According to the farmers Pioneer gives high yield to them from last years.40% of the farmers get good crop by using pioneer.<br />
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  29. 29. Strengths <br />Well known brand in farmers<br />Well established wholesalers and dealers network<br />Good field force to work in villages<br />Contact with individual farmers through meetings<br /> <br />SWOT Analysis of ShriramBioseed Hybrid Corn <br />
  30. 30. Weakness<br />Lack of proper planning and activities for corn promotion throughout the year<br />Less profit margin to dealers<br />Non control of price war<br />Timely supplies<br />
  31. 31. Opportunities <br />Market is shifting from Low-Midium yield to high yield products. Company has got good products like Rajkumar & Commando in this segnmnet. <br />
  32. 32. Threats<br />Threat of new entrants in the market<br />Threat of bargaining power of dealers<br />Threat of bargaining power of farmers<br />
  33. 33. OBJECTIVE:<br />The objective is to plan the promotional activities and implementation and day to day monitoring of promotional activities in assigned territories.<br />PROMOTIONAL ACTIVITIES<br />
  34. 34. Small Farmer meetings in villages<br />Postering on roads sides & villages <br />Distribution of leaflets ,testimonials ,literatures<br />Jeep campaining in villages<br />Mega Farmers Meetings .<br />POP display at retailers counters<br />Individual farmers contact<br /> <br /> <br />The promotional tools used by the company are<br />
  35. 35. Posteringon roads sides & villages <br />Distribution of leaflets ,testimonials ,literatures<br />Jeep campaining in villages<br />POP display at retailers counters<br />Distributing free gifts<br />Giving free demo in mega farmer meetings<br />Sales promotion activities for farmers like: Monsanto give a bucket free with two packet of hishell.<br />Organizing road shows for the farmers.<br />AV Ven<br />Camel & Rickshaw show<br /> <br />Competitor’s Promotional Activities<br />
  36. 36. Literatures , leaflets used by ShriramBioseed Hybrid Corn for promotion<br />
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  40. 40. Mega Farmer Meeting Organized by Shriram .<br />
  41. 41. Night meetings with farmers<br />
  42. 42. Small farmer meetings<br />
  43. 43. By doing promotional activities ,organizing farmer meetings at small and mega level we analyze that the farmers are again attracted towards our brand and many farmers are agree to buy our product i.eShriramBioseed Hybrid Corn this year.<br />CONCLUSION<br />
  44. 44. Farmers appreciate our initiative of taking farmer meetings because they get knowledge about good practices of agriculture and awareness about agri-products.<br />Famers also like that the company’s field assistants , officers individually visit to them and give them knowledge and awareness about agriculture and agri-products.<br />
  45. 45. PRICING STRATEGIES<br />The pricing policy should be clear by the company to wholeseller level, dealer level, retailer level. If the price of product is clear at these levels than it can help in reduction of price wars which I generally notice in that area.<br />RECOMMENDATIONS<br />
  46. 46. Distribution Strategies<br />Company not to have distribute material to those dealers who did not have capacity to sell, besides this company can go for new parties who have demand for our product.<br />
  47. 47. Promotion Strategies<br />Besides doing mainly farmer meetings company have to use discounts, coupons, free demo, sales promotion schemes at wholesaler, dealer and retailer level<br />
  48. 48. Sales Force Strategies<br />Company should hire the field assistants throughout the year for corn.<br />Company should provide proper facilities , TA , DA, to the field assistants such that they work more efficiently.<br />Company should have a permanent officer in the Neemuch(M.P) region who look all the activities throughout the year.<br /> <br />