The document summarizes a marketing research project on vegetable seeds in India. It was submitted by Kapil Behare and Manish Kumar, guided by Mr. Samadhan Damdhar and Dr. KP Reddy. The project studied Bejo Sheetal Seeds and competitors in Bellary, Karnataka through surveys of 350 farmers and 30 dealers. Key findings included low brand awareness of Bejo Sheetal, farmers' priorities of germination rate, yield, brand image and price when selecting seeds, and most farmers purchasing from dealers within a week before planting.

1. Project Title- Marketing Research for Brand Awareness,
Brand Image, Customer Satisfaction
and
Competitive Analysis of Vegetable Seeds Industry.
Project Guide-
External Guide- Mr. Samadhan Damdhar
Internal Guide- Dr. KP Reddy
Submitted By-
Mr. Kapil Behare
Mr. Manish Kumar
FOOD AND AGRIBUSINESS SCHOOL, HYDERABAD

2. Content-
Company profile
Study area
Objectives
Research methodology
Data Analysis and Interpretation
(Related to farmers)
Data analysis and interpretation
(Related to dealer)
SWOT Analysis
Michael Porter Five Forces Model
Plan of action (Based on 4p’s)
Conclusion and Recommendations

3. Introduction
(Vegetable seed sector)

4. • India is the 2nd largest producer of vegetables in the world
next to China with an estimated production of about 100.0
million tons from an area of 6.0 million hectares.
• The present annual requirement of vegetables is estimated
to be 100 million tones and is expected to be over 135 million
tones by 2010.
• India shares about 15 % of the world output of vegetables
from about 2.8 % of cropped area in the country.
• Indian seed market can cross more than 10,000 crores
worth of business in coming 10 years.
• Presently there are about 200-225 private seed companies
in India and volume of turnover, ratio between the private
and public sectors is 60:40.

5. World top ten Seeds Company
Company 2006 seed sales
US $ millions
1. Monsanto + Delta & Pine Land (US) pro forma $4,476
2. DuPont (US) $2,781
3. Syngenta (Switzerland) $1,743
4. Groupie Lima grain (France) $1,035
5. Land O’ Lakes (US) $756
6. KWS AG (Germany) $615
7. Bayer Crop Science (Germany) $430
8. Takii (Japan) estimate* $425
9. Sakata (Japan) $401
10. DLF-Trifolium (Denmark) $352

6. Company Profile

7. • Bejo Sheetal Seeds Pvt. Ltd was set up in 1986 as a
Joint venture between Bejo Zaden B.V. of Netherlands and Sheetal
Hybrid Seeds Company of India.
• The company produces hybrid variety of seeds of many
vegetables like chilli, onion, potato, okra and tomato.
• Bejo Sheetal having 240 ha of farmland, 4 ha of polyhouse and1
ha of greenhouse.
• It is also having excellent breeding programms in tropical
vegetable crops like tomato, hot pepper, eggplant, sweet pepper,
short day onion, okra, bottle gourd, bitter gourd, ridge gourd,
pumpkin, cucumber, and TPS (True Potato Seeds).
• Company having successfully commercialized about 500
vegetable hybrids.

8. Major Hybrids of Bejo-Sheetal Seeds-
Tomato: Tasty, BSS-211, 282, 320, 350, 366, 369, 419, 420, 422, 423,
Sartaj, Tolstoy, Rakshak, param, Rahul, Sssultan, Charm, etc.
Watermelon: BSS-358, 359, 360, 408, Swapnil, Sweetbaby, etc.
Brinjal: BE-706, BE-707, Chaya, Pinki, Black Boy, Shilpa, Sandhya, etc.
Bitter Gourd: Parachi, Priya, Sonam, Poonam, etc.
Okra: Anokhee, Karishma, Saloni, Parful, etc.
Cauliflower: Goodman, Fastman, Cassius, Somerast, Amazing, Latemen, etc.
Cabbage: Red cabbage , Primero, Benson, General, Fresco, Governor,
Rotonda, Fieldrocket, Gonzales, Morries, fieldman, etc.
Sweet corn: Komal.
Chilly: BSS-89, 140, 141, 202, 213, 219, 266, 269, 270, 273, 304, 305, 306,
307, 308, 414, 344, 375, 378, 376, 413, anmol, etc.
Capsicum: BSS-89, 399, 421.
Broccoli: Fiesta,
Carrot: Samson-196, Bangor, Carson, Organza.
Onion: Lucifer, Flare, Orient, BSS-262.
Bottle Gourd: Akash, Shramik, BSS-333

9. • To study the potential of vegetable seed market and
current status of major vegetable seed companies in
Bellary area.
• To know the perception of farmers and dealers about
Bejo Sheetal brand and other major competitors.
• To study the marketing activities adopted by different
companies in Bellary Dist.
• To undertake SWOT analysis of Bejo Sheetal seed.
• To frame out suitable strategy for strengthening and
repositioning the Bejo Sheetal brand in Bellary Dist.

10. • How to increase the brand image and
brand awareness among the farmers.
• What is the current status of Bejo Sheetal
Seeds with other competitor in Bellary.
• How to increase the satisfaction level of
the farmers and dealers.

11. Study Area:

12. These are the villages which we covered-
BELLARY HOSPET SIRUGUPPA SANDUR KUDLIGI
Vigneshwar Camp P.K.Halli Sirigiri Krishnanagar Anandurga
Laxminagar Kamalapur Dasapur Sushilanagar Moroba
Kolegal Dharmapur Dammmur Bowalli Kotturu
Bommanipelli
Kamalchet Sangnakal Daulatpur Amalapura
Moka Somasumudhrum Torangullu Konapuri Kalapuram
Korugudu Hampi Dharmapur
Benchikotil Vijaya-nagar
Panchgiri

13. Research Methodology

14. Research Design :
• Descriptive type of research has been conducted.
• It is also known as Quantitative Research.
• Method of sampling: Simple Random Sampling
• Sampling area: Bellary Dist (Karnataka).
• Sample size: Total sample size is 380
( 350 farmers and 30 Distributors/Dealers/Retailer)

15. Research Instrument:
Structured questionnaire and personnel interviews with different
farmers/Distributors/Dealers/Retailers.
Source of data:
(a) Primary data: Farmers and Distributors/Dealers/retailers.
(b) Secondary data: From various sources (Agriculture
magazine, Internet, Company’s employees etc.)
Analysis of data:
Simple percentage and average method.
Results are presented in the form of charts, graphs etc.,

16. Data Analysis and Interpretation
(Related to farmer)

17. • Brand Awareness-
We asked to the 350 respondent.
It has seen from the graphs that 51% of the respondents’ are aware of Bejo Sheetal
Seeds brands and only 49% are not aware of it.
Interpretation:-
Awareness was less because of poor promotional activities and inadequate farmers
meetings. Since out of 350 respondents only 140 respondent are using Bejo sheetal
seed variety because of BSS variety don’t have pest resistance and adaptability to
climate. Farmers are going for the local varieties.

18. •Loyalty with the Bejo Sheetal Seeds-
YEAR RATING
1-2 years
Not Loyal
3-4 years
5-6 years
Loyal
7-8 years
9-10 years
More Loyal
More than 10 yrs
From the above graph, we can say those farmers were using seeds more
than 5 years , they are the loyal customers and those farmers were using
seeds not more than 4 years, they are not loyal customers with the Bejo
Sheetal Seeds.

19. • Source of purchasing Seeds-
No of
Attribute responde %
nt
Dealer 209 59.71
Retailer 117 33.42
Others 24 6.8
Observation: The graph shows that 59.71% farmers were purchased seeds from
dealer and 33.42 %. farmers from retailer and 7% farmers were purchased seed from
others like progressive farmer and research station.
Interpretation:
Since most of the farmers purchased the seeds from dealer, the dealer play an
important role for selling seed and they can better understand the preferences of the
farmers.Farmers are happy to take seeds from dealers because dealers are giving more
discounts and good relations.

20. •Buying Decision-
Attributes No of respondent Percentage (%)
Dealer 200 57.14
Retailer 53 15.14
Others 97 27.71
Interpretation- Since most of the farmers are taking advice from dealer
(57.14%) before purchasing seed. So the company should concentrate on dealer
by giving more offers and regular visits

21. •Time for purchasing of vegetable Seeds-
Interpretation- Most of the farmers were purchasing vegetable seeds
one week before (62%). So the seeds will be available to the farmers
whenever they need.

22. • Attitude and perception of farmer while
selection the vegetable seed-
Germination %, yield, brand image and price is the perception and belief held by consumer, as
reflect to the minds of farmer. Thus, for determining the germination %, yield, brand image and
price, one has to know perception of the farmer about a list of factor in vegetable seed.
Therefore it was main focus of our study/survey was to know the farmer attitude and perception
towards the purchasing seed.
Rank given by Farmer
6
5
5
4
4
3
3
2
2
1
1
0
Germination % Yield Price Pest Resistance Adaptibility
Climate
Interpretation: -
It was found that most of the farmers prefer the quality seeds in the form of good
germination % (Rank 1) then they go for high yielding varieties (Rank 2) and
considering the price factor at 3rd rank.

23. Competitor Analysis-
Over all rank of Vegetable Seed Industry
9% 16% Syngenta
13%
Mahyco
11% 22% Namdhari Seeds
Ankur Seeds
BSS
19% 10%
Prabhakar Seeds
Monsanto(Seminis)
Rank of Vegetable Seed Industry according to
Chilli
Syngenta Mahyco Namdhari Seeds Ankur Seeds
Bejo Sheetal Seeds Prabhakar Seeds Monsanto(Seminis)
0%
7%
24%
21%
13%
19%
16%

24. Comapny Ranking in all Vegetable Seed Industry
8
7 7
7
6 6
6
5 5
5
4 4
4
3 3
3 Overall Rating
2 2 Rating according to Chilli
2
1 1
1
0
This graph showing that in case of Bejo Sheetal is having 5th rank
in all over vegetable seeds and in case of Chilli Bejo rank is 2nd , It
means that farmer is satisfied with chilli variety.

25. • Problem occurring in crop and variety-
Bejo Sheetal Variety Other companies Varieties
Anthrognose in Chilli Leaf Curl in Chilli Both None Anthrognose in Chilli Leaf Curl in Chilli Both None
8%
14%
34%
22% 39%
21%
31% 31%

26. Cont…
The graph shows that, Bejo Sheetal Seeds variety having 39% of
anthracnose in chilli, 31% leaf curl in Chilli and 22% of both the
disease problems and 8% of varieties having no problem while in
others is like that 34% of anthracnose in Chilli, 31% leaf curl in
Chilli, 21% of both the disease problem and 14% of varieties
having no problem.
Interpretation- We have seen that, in case of Bejo Sheetal Seeds
Hybrid Variety (BSS-355) most of the farmers were suffering from
disease/pest. That variety is having good yield but not resistance
power, in case of Syngenta Seeds (HPH-204), Ankur Seeds (Pusa
Jywla, G-4), and Namdhari Seeds (Chilli-01) are having good
resistance to power as well as yield.

27. • Problems handled by company employee-
Problems handled by company
No of
employee and dealer
Attribute % Technical Assistance Regular Monitoring Training to Farmers Others
Respondent
Technical
58 42%
Assistance 11%
Regular
38 27%
Monitoring 20%
42%
Training to
28 20%
Farmers
Others 16 11% 27%
Graph showing that, 42% respondent were getting technical assistance, 27% through
regular monitoring, 20% by training to the farmers.
Interpretation:-
There was not any technical support provided by Bejo Sheetal Seeds, only
competitor was providing support required by the farmer.

28. • Compensation fixed by the Company-
Compensation fixed by the Company
According to the problem According to the Crop damage Other reason
Attributes BSS
According to the problem 29%
29%
According to the Crop 44%
27%
damage
Other reason 44%
27%
The graph shows that, compensation fixed by the Vegetable seeds
companies is as, 29% by according to problem, 27% by according to crop
damage and 44% are having other reason.

29. • Time taken to resolve the problems by Bejo
Sheetal Seeds-
Time taken to solve the problem
1 week 2 week Problems not solved
Respo-
Time nse
%
18%
1 week 25 18%
37%
2 week 63 45%
Problems
52 37%
not solved
45%
The graph shows that 45% of the farmers said that their problem was resolved
within two weeks, 18% of the farmers said that their problems were solved within
one week, and rest 37% said that their problems were not solved.

30. • Are you satisfy with the compensation given
company employee/ dealer
Are you satisfy with the compensation Are you satisfy with the cmpensation
given by Bejo Sheetal Seeds given by other companies
Yes No Yes No
23%
28%
72%
77%
In the above graph, 23% are satisfied with the compensation given by the Bejo
Sheetal Seeds while 77% of farmers are not satisfied. In case of other
companies, 72% are satisfied with compensation given by the companies while
28% are not satisfied.

31. • Market Activities adopted by Bejo Sheetal Seeds-
Bejo Sheetal Seeds Other Seeds Industries
Scheme Individual Contact
Scheme Individual Contact
Demonstration Campaiging
Demonstration Campaiging
Leaflet Distribution Faemer/Dealer Meeting
Leaflet Distribution Farmer/Dealer Meeting
0%
0%
0%
23% 21% 7%
38% 18%
0%
10%
56% 27%
In the above graph, marketing activities adopted by Bejo Sheetal Seeds are mainly
56% of leaflet distribution, 23% of farmers/Dealer meeting and 21% of
demonstration while other companies having 38% of farmer/dealers meeting, 27% of
leaflet distribution, 18% of demonstration, 10% of compaiging and 7% of scheme.

32. Data Analysis and
Interpretation
(Related to dealer)

33. • Source for purchasing of vegetable seeds-
Source of Purchasing Vegetable Seeds
14
Attribute Response 12
12
10
Company 8 8
8
7
Distributor 7 6
4
3
Both a and b 3
2
Preferred Dealer 12 0
Company Distributor Both a & b Preferred Dealer
The above graph shows the different source of purchasing seed, 8 of them
purchase seeds directly from company, 7% from distributer and 12% from
preferred dealer.
Interpretation- Company should create and maintain good relations with
the preferred dealer.

34. Pattern of Purchasing Seeds from Vegetable
Company
70
60
Attribute Response % 60
50
40
Advance Booking 18 60
30
23.33 % of Respondent
Cash 7 23.33 20 16.66
10
Consignment 5 16.66
0
Advance Booking Cash Consignment
In above graph most of the dealers are purchasing the vegetable seeds through cash and very
few dealers are using on consignment basis transactions.
Interpretation: Since most of the dealer/retailers are purchasing seeds through cash, so if we
can, we should prepare some different structure for scheme which would attract the dealer
/retailer as well as farmers to go for our brand.

35. • Risk factor in vegetable seeds at the time of
selling the vegetable seeds-
Risk factor in vegetable seeds at the time of
selling vegetable seeds
Attribute Response % 0.6 0.5666
0.5
Expiry 8 26.66% 0.4
0.3 0.2666
Germination % 17 56.66%
0.2
% of Respondent's
Packaging 0 0%
0.1
0.066
0.1
0
Fruit Setting 3 10%
0
Expiry Germination Packaging Fruit Setting Yield
%
Yield 2 6.60%
Observation: The above graph is showing most of dealer viewed yield is the main risk factor at
the time selling the seeds.
Suggestion: By looking at the above graph of all respondent. We would like to suggest the
company to improve quality of seed and yield level should be Maximum and tested by state
government, so that the sales of vegetable seeds will be increase more.

36. Expectations from Vegetable Seed Companies
20
18
18
16
14
12
10
8
8 No.of Respondent's
6
4
4
2
0 0
0
Good Quality Seeds Field Work Visits to Dealer Sales Return No Expectation
Services
In the above graph % respondent expecting good quality seeds, %
respondent expecting field work , % expecting after sales service
and % expecting visit to dealer.

37. The Behaviour of BSS with dealers:
Very
Excellent Good Satisfactory Poor
Poor
Visits 1 15 9 5 0
Response to complaints 5 13 12 0 0
Price communication 6 14 10 0 0
Behaviour of Bejo Sheetal Seeds with dealers
16
14
12
10
Visits
8
Response to complaints
6 Price communication
4
2
0
Excellent Good Satisfactory Poor Very Poor

39. Strengths Weakness
 Good Quality hybrid seeds Less number of field staff as compared to
 Wider product line sale.
Farmers and Seller’s satisfaction with yield It has to improve the quality seed.
 Strong research and development Don’t have Live plot and communication
 Strong capacity for processing and gap between farmers and staff.
packaging Poor in promotional activities like
demonstration, campaigning and farmers or
dealers meeting
 Inadequate availability of seeds
Opportunities Threat
Area under vegetables is increasing
Increasing competition in seed industry.
Rising demand of vegetable seeds
New entry of Multinational companies in
Strong backup of R & D facility
seed market.
Company can provide good quality
Introduction of viral resistance varieties in
seed, high yielding varieties, disease and pest
case of chilli.
resistance varieties
Introduction of new seed varieties of chilli
 Small and marginal farmers.
having shelf life .

41. Industry analysis-
According to Michael Porter, competition in any industry is
inevitable, but there are 5 forces which work upon in an industry. He
defined them as follow.

43. Product- Place
BSS-355(Chilli Vara.) Bellary, Sandur, Siriguppa taluka in which
farmers are main grower of chilli.
Marketing Channel:
(a) Communicating channel
(b) Distribution channel
(c) Service channel
Price- Promotion
•It should be affordable (a) Advertising:
•Company is giving 12-13% margin to dealer (b) Sales promotion: By giving more offers to
•If company will reduce 1% to all that should the
be used live demonstration and visit to dealer (c) Display: Display of posters.
and farmers.

45. • Major Findings-
1. Bejo Sheetal Seeds is having strong market in nearby
villages only, especially in chilli.
2. Farmers prefer the seeds with good germination % as
well as minimum price. Sometimes they may go for local
varieties because of lesser price.
3. Farmers are buying seeds one week before sowing.
Farmers are satisfied with the prices given by company.
4. We are lacking effective Distributor/Dealer meetings.
5. We are poor in promotional activities like Scheme,
Campaigning, and Demonstration.

46. • Recommendations-
* We have great opportunity to capture the vegetable seed market in Bellary
Dist.
* We should concentrate and target the chilli, which is mostly grown by the
farmers in all the mandals of Bellary.
* The frequency of meetings with distributors and preferred dealers should
be increased.
* We should concentrate on the marketing activities like Demonstration,
Campaigning, and Individual contact.
* Effective farmers meeting will create good brand image about the Bejo
Sheetal Seeds.
* We are having satisfactory price as compare to others, so we can easily
capture the market from local competitors.
* Prices of BSS seed should not be raised every year and it should be
affordable and competitive pricing and packaging should be according to the
requirement of farmer.

47. Conclusion-
 Bejo Sheetal seed ranked is ranked 2nd in chilli. So, Bejo
Sheetal seed should target Chili to capture more and more
market in Bellary Dist.
 Bejo Sheetal Seeds Ltd. variety having a excellent seeds
quality, germination % and packaging.
 Bejo Sheetal Seeds Ltd. variety having satisfactory yield as
well market price but in case of pest resistance it should
improve.
 Bejo Sheetal Seeds Ltd. is better than its competitors in price
affordability, margin and quality for the dealers and retailers.
 Bejo Sheetal Seeds Ltd. is also inferior in promotional
activities like demonstration, farmers meeting and
campaigning.

48. Bibliography and References
• Gupta, S.P. (1997) Statistical Methods, Sultan Chand and Sons, New
Delhi
• Marketing management-I (Philip Kotler)
• Aggrawal, R.L. (1998) Seed Technology, Oxford and IBH Publication,
New Delhi
• Swarp, (2000) Indian Seed Industry, Need of Second Green Revolution,
Agriculture Today
• Kothari, C.R. (1990) Research Methodology (Methods and Techniques),
Wishwa Prakashan, New Delhi.
• Aaker, D. A. (1996). Measuring brand equity across products and
markets. California
• www.wi98Agbussinessnew.htm
• www.indiastat.com
• www.dscl.com
• www.rafi.org
• www.indiaseeds.com
• www.wikipedia.com

52. Thank You…