ZEBA is super water absorbent used to overcome the water stress in plants during wilting conditions. - Lokendar Singh Rathore.

1. Marketing of ZEBA in Phalodi tehsil of Jodhpur district
Presented By:
Lokendar Singh
MBA (AB) 2nd Year
IABM, Bikaner

2. Flow of Presentation
Introduction
Research Methodology
Objectives
Findings and Analysis
Key Learning
Conclusion
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3. Work Schedule
Date Work
May 8 Attended the Orientation Program at Jaipur
May 11 Moved to the area of study (Phalodi)
May 12-June 14 Organized Farmer meetings and Individual meetings
June 15-June 21 Field demonstrations and call campaigning
June 22-June 30 Worked on new ideas to scaling up the ZEBA market
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4. Things You Need to Know About UPL
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1969UNITED PHOSPHORUS
WAS FOUNDED BY RAJJU
D SHROFF
130+
Countries in which
UPL has sales
presence across six
continent
33
Manufacturing units
2
Largest post-patent
agrochemical company
388
No. of global
patents field by
UPL
86%
Share of branded
products in total
revenue

5. Introduction
• Zeba is an unique soil amendment that absorbs water and releases it
back to plants when they need it
• It improves seed germination rates, promotes fast and uniform
emergence, improves stand establishment and ultimately improves
yield and quality
• It shows a definitive advantage in seedling emergence, seedling vigor,
plant development and overall yield and quality
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6. Product Profile
• Product – ZEBA
• Type – Dry and Granulatic
• Dose – 5kgs/acre across all crops
• Duration – 5 months in soil
• Absorbs water 400 times of its body weight
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7. Benefits of ZEBA
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Cost Saving Soil benefits
Constant
moisture
Yield
Environment
Quality

8. Area of Study
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9. Research Methodology
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• Descriptive and ExploratoryResearch Design
• Convenience Sampling –Non ZEBA Farmer
• Complete enumeration Sampling - DistributorSampling Technique
• Primary- Farmers and Distributors
• Secondary- Web portal
Collection of Data
• Pre-structured ScheduleMethod of collecting information
• 150 Farmers from 20 villages and 8 distributorsSample size

10. Objectives
To study the Application of ZEBA
To study suitable promotional activities of ZEBA
To assess the Adoption of ZEBA among Farmers and its Impact
on Sales
To assess the performance effectiveness of ZEBA among farmers

11. Findings and Analysis

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To study the Application of ZEBA

13. Application of ZEBA
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Agronomical crops Horticultural crops
Line Sowing with DAP
Pre-plant incorporation PIT method
Ring Method
Inner drip method

14. ZEBA Dosage for Horticultural Crops
Crop Plant Population/acre Per Plant (gm)
320 15
80-140 60-40
900-1235 5-7.5
50-70 100-70
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Source: Secondary data

15. 8/5/2018 IABM,Bikaner 15
To study suitable promotional activities of ZEBA

16. Existing Promotional Activities
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POPPrint Media

17. Cont..
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Field visit
Farmers meetingZEBA demonstration

18. Distributor’s Perception Towards Different
Promotional Schemes
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Source :- Primary Data
Based on 5 point Likert scale
5 - Strongly agree, 4 - Agree, 3 - Neutral, 2 - Disagree, 1 - Strongly disagree
Sample Size :- 8 Distributor
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
Good Field Work Lucrative Margin is
effective
Farmer coupon is
effective
Net Rate is better Gold/Tour Scheme is
attractive
5 4.9
4.5
4.3 4.1

19. Farmers’ Perception for Promotional Activities
0.00
0.50
1.00
1.50
2.00
2.50
3.00
3.50
4.00
4.50
5.00
Field
demonstration
individual meeting Farmer meeting Van campaigning mobile advertizing
weighted average 4.77 4.71 4.67 4.02 2.97
4.77 4.71 4.67
4.02
2.97
Source :- Primary Data
Based on 5 point Likert scale
5 - Strongly agree, 4 - Agree, 3 - Neutral, 2 - Disagree, 1 - Strongly disagree
Sample Size :150

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To assess the Adoption of ZEBA among Farmers and its Impact
on Sales

21. Adoption of ZEBA among Farmers and its Impact
on Sales
30 30
0
5
10
15
20
25
30
35
Cumin Cotton
Zeba users
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610
1280
0
200
400
600
800
1000
1200
1400
2016-17 2017-18
SalesofZeBA(KG)
a
Source :- Primary Data

22. Perception of Farmers towards ZEBA
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Parameter RBQ Mean Rank
High Yield 70.12 1
Good Quality 63.67 2
Effective Water holding
capacity
47.83 3
Maintains Soil health 46.78 4
Long Duration 44.34 5
High Price 39.45 6
R.B.Q. = Rank Based Quotient (RBQ) as given by Sabarathnam (1988)
Σfi(n+1-i)/N*n*100
fi = Number of farmers response for particular Parameter under its rank
N= Number of farmers
n = Number of Parameters Source :- Primary Data

23. A Success Story of ZEBA
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Name : Kewal Singh Village : Kalra, Phalodi
Crop : Cumin ZEBAApplication : 18 Acre

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To assess the performance effectiveness of ZEBA among
farmers

25. Yield Comparison of ZEBA and
Non-ZEBA user
Farmers Average yield(qtls/acre)
Zeba user 2.6-3.3
Non zeba user 2-2.5
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*Significant at 5% Level of significance as p<0.05
As a result, we reject Null Hypothesis; Hence, There is a significant increase in yield in fields
of zeba user; there is statistically significant difference between two variables t (29)=14.254,
p<0.05

26. Success of ZEBA in News
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27. Conclusion
• Zeba is an effective product to increase the productivity
• Zeba increases the yield by up to 30%
• Good field work is the best promotional activity according to dealer’s
perception
• Significant increase in the sale of zeba from 610 kgs to 1280 kgs
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28. Key Learning
• Interacting with the farmers
• Handling farmers in unforeseen situations
• Conducting farmer meeting
• Handling telephonic queries related to grievance of farmers
• Learnt about the technical know-how of pesticides and herbicides
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