1. PROJECT TITLE
“IMPLEMENTATION AND EVALUATION
OF BRAND PROMOTIONAL ACTIVITIES
FOR DENTOTSU IN GROUNDNUT”
Submitted by
Anand Gupta
PGDM- Agriculture 2015-17
ICAR-National Academy of Agricultural
Research Management
Institute Mentor :
Dr.P.Venkatesan
Senior Scientist
(ICAR-National Academy of Agricultural Research
Management, Hyderabad)
Company Mentor:
Mr. D.B. Patel
Territory Manager
Sumitomo Chemical India Pvt Ltd
2. Global and Indian Market Scenario
• Crop protection market is almost at saturation in developed countries whereas in
regions such as Asia Pacific, Middle East and Latin America will offer high growth
opportunities in the future.
• Market Size: $48 US Billion 2014 and estimated
$71.3 billion in 2018, with a CAGR of 7%.
• Top Producing Countries :
USA>Japan>China>India 25.8
48
71.3
0
10
20
30
40
50
60
70
80
FY 6 FY 12 FY 18
Financial year
USD Bn
Source: Industry Reports, Analysis by Tata Strategic
2.25
2.0
3.3
4.2
12%USD
4.25
bn
USD
7.5 bn
Total
Export
Domestic
FY 14 FY 19
• Size: USD 4.25 billion in FY2014
• Second largest manufacturer of
pesticides in Asia, second only to
Japan
• Exports: 50% of the market
3. • To Implement the brand promotional activities for Dantotsu.
• To get the perception of Dealers and farmers about use of
insecticide for control of white grub insect in groundnut crop
in Territory Idar, Gujarat.
• To suggest suitable brand promotional mix for increasing the
adaptability of Dantotsu.
5. Research Methodology
Sources of Primary Data
Primary data was collected from Farmers
Sample size
• No. of villages- 30
• No. of farmers- 681
Sampling Technique
Purposive and Simple Random Sampling.
Data Analysis:
The collected data were properly decoded and used for analysis. The data were
analyzed in MS Excel.
6. Company Profile
• Sumitomo is MNC which operates in many developed and developing
countries.
• A Japanese word SUMI + TOMO
• Sumi means Environment & Tomo means Friend
• Founded September 22, 1913 , Head office (Tokyo)
• At present, the Sumitomo Chemical Group, including over 160
companies (as of March 31, 2016)subsidiaries and affiliates
• Net sales JPY 2,101.8 billion
• Income JPY 81.5 billion (2015)
• India-2000 ,HQ-Mumbai (MH)
7. Product Detail
• Unique mode of action
• Effective against strains
resistant to other type of
insecticides
• Good systemic action
• Broad insecticidal spectrum
• High insecticidal activity with
low dosage
• Long residual activity
DANTOTSU
11. Farmer classification
Farmer’s Category
Large, 2%,
Marginal,
8%,
Medium,
24%
Semi-
Medium,
43%
Small, 23%
Land Holding
• Majority of our Sample contains
Semi-Medium Farmers
• Categorization of Farmers ( In Ha):
0-1 Marginal
1-2 Small
2-4 Semi Medium
4-10 Medium
10+ Large
• Majority of farmer using Dantotsu
• Comparison to another product
brand value of Dantotsu is good
Yes , 62%
N0, 38%
Dantotsu Use
Yes
N0
12. Information refers to raising customer awareness of a product or brand,
generating sales, and creating brand loyalty. Survey revealed that main
source for the farmers about the pesticide are Retailers followed by
Company representative. Hence, influencing marketing can be done through
these media.
Source of Information about Product
32%
28%
11%
10%
10%
6% 3%
Dealers
MDO
Free Damo
Farmer Meeting
Fellow Farmer
Personal contacts
Poster
13. Brand Awareness
Dantotsu,
56%
Ekalux, 17%
Lysenta,
11%
Regent, 5%
Slayer, 11%
Dantotsu
Ekalux
Lysenta
Regent
Slayer
Major Brands
Dantotsu
50%
Ekalux 25%
Lysenta 6%
Regent 6%
Slayer 13%
TOP OF MIND FOR GROUNDNUT
13%
23%
20%
18%
7%
19%
Farmers Expectation about product
Reasonable price
Good quality
Demonstration
Easily available
Improve
promotional activity
Expert visit
14. SWOT Analysis of -Sumitomo Chemical India
Private Limited
S
TRENGTHS
W
EAKNESSES
OPORTUNITIES
T
HREATS
• Very Strong Brand Image
• Already existing Market
Share
• R & D and Innovation
• Product Diversity (Crop)
• Field Assistant Approach
• High Product Price
• Low Margin
• Large no of Competitors
• Changing Perception of the
Consumers
• Large Untapped Indian
Agro Chemical Markets
• Local products at low
price
• Traditional Indian
farmers mindset
• Strong competition by
Low Price chemical
NegativePositive
15. Conclusion
Based on the results of the survey and graphical analysis , it seems quite
logical to conclude that :
• Majority of farmers are using Dantotsu in past and Good brand image of
Dantotsu
• 32% of farmers are influence by Dealers for selection of pesticides.
• 28% of farmers are influence through MDO and fellow farmer (11%)
• 50% famers top of mind is Dantotsu.
• 56% farmers think Dantotsu is major brand for groundnut.
• Most of the Dantotsu users were unaware about the appropriate method
and Pesticide doses
16. Suggestions
• To increase the marketing activities at frequently basis e.g. Road
show, trade show, free distribution of leaflets, advertisement in local
newspaper, farmer meetings etc.
• Company should also provide the promotional offer to the farmers in
different season like free coupon, free sampling, gifts etc.
• Company should motivate the channel member by giving them
incentives to dealers and promotion to sales executives.
• Company should also enhance the cash discount, rate of advance
booking, liberal credit policy and profit margin to their distributors.
17. Key Learning’s
• An experience to work with a top class MNC.
• Work Culture and Time management.
• How to marketing a product.
• Interaction with People at different geographic locations.
• Brief knowledge about Pesticide market and Industry
• Tata Strategies report
• Indiaagristat.com.
• FICCI Report on Agrochemicals.
• Company Annual Report.
References
