SUMMER REPORT

Vishnu Pratap Singh Page 1
A
PROJECT REPORT
ON
IMPILMENTAION & EVALUATING OF MARKETING PROGRAM TO STUDY
THE IMPACT OF BRAND AWARENESS OF FASTMIX
IN MALERKOTLA, PUNJAB
BY
VISHNU PRATAP SINGH
Summer Internship
PGDBM 16-18 BATCH
Submitted to
SINOCHEM INDIA COMPANY PRIVATE LIMITED
APRIL-MAY, 2017
CENTRE FOR MANAGEMENT EDUCATION
VAIKUNTH MEHTA
NATIONAL INSTITUTE OF CO-OPERATIVE MANAGEMENT
PUNE

Acknowledgement
At the outset, I thank my guide Mr. Vinod Singh for providing me an excellent opportunity to
learn and experience the real life situations in the marketing of Agri-inputs. It is his
inspiration that has kept me motivated all along my project and the discipline and integrity
he expected from a summer trainee that made me learn the real lessons of life.
I express my heartfelt gratitude to Mr. Umesh Borade without whose constant support; I
wouldn’t have been able to execute this project. My thanks to him who provided me mental
support throughout the project & made my comfortable travel & stay possible.
I owe a lot to VAMNICOM for laying the building blocks of logic and pragmatism and
developing an insatiable thirst for knowledge in me.
I would like to express my earnest gratitude and thanks to Dr. D.Ravi (joint programme
director) & Mr.V.Sudhir (placement coordinator) VAMNICOM, PUNE, for their support
and blessings. They have always been a source of inspiration and guidance.
I express my heartfelt gratitude to my internal guide Mr. CHETAN SIGNOI for his timely
and valuable suggestion. The report is the result of contributions of numerous people –too
many to mention individually. I also thank all the respondents who have given their valuable
time, views and authentic information for this project. I owe everything to my parents and all
my PGDBM classmates and friends for their constant support that has encouraged me to give
my best.
Last but not the least; I thank each and everybody who has contributed directly or indirectly
to the successful completion of this project.
Vishnu Pratap Singh
VAMNICOM, PUNE

DECLARATION
This is to declare that I, Vishnu Pratap Singh, student of Post Graduate Programme in Agri-
Business Management (2016-2018), VAMNICOM, PUNE have given original and authentic
data, information and maintained full confidentiality to the best of my knowledge in the
project report titled “IMPILMENTAION & EVALUATING OF MARKETING PROGRAM
TO STUDY THE IMPACT OF BRAND AWARENESS OF FASTMIX IN PUNJAB” and
that, no part of this information has been used for any other assignment but for the partial
fulfillment of the requirements towards the completion of the said course.
Vishnu Pratap Singh
VAMNICOM, PUNE.

CERTIFICATE
Date: 30/05/2017
This is to certify that Mr. Vishnu Pratap Singh has completed his Summer Internship
from 05 April, 2017 to 25 May, 2017 and prepared a Project Report titled on
THE IMPACT OF BRAND AWARENESS OF FASTMIX IN PUNJAB under my
supervision and guidance.
Vinod Singh
RBM, SINOCHEM INDIA COMPANY PVT.LTD

CERTIFICATE
Date: 30/05/2017
This is to certify that Mr. Vishnu Pratap Singh has completed his Summer
Internship from 05 April, 2017 to 25 May, 2017 and prepared a Project Report titled on
THE IMPACT OF BRAND AWARENESS OF FASTMIX under my supervision and
guidance.
Chetan Signoi
Faculty Guide

INDEX
Sr. No. TOPIC PAGE NO.
1. INTRODUCTION 13-18
2. INDUSTRY PROFILE 19-22
3. COMPANY PROFILE 23-37
4. DATA ANALYSIS 38-43
5. SUMMARY OF FINDINGS 44-45
6. SUGGESTION AND CONCLUSION 47-49
7. BIBILOGRAPHY 50-51
8.
APPENDIX
52-56

LIST OF GRAPHS AND FIGURES
S. No. Title Page No.
Figures 1. Break-up of Agrochemical Industry 20
Figures 2. Pesticide consumption across the World 22
Figures 3. Percentage consumption of Pesticide in different States 22
Figures 4. Sinochem India in different State 26
Figures 5. Map of Punjab 34
Figures 6. Consumption Trend of Technical Grade Pesticides* in Punjab 37
Figures 7. Farmer Land Holding in Malerkotla 39
Figures 8. Awareness of Fastmix and Machete 40
Figures 9. AWARENESS OF SINOCHEM COMPANY 40
Figures 10. Dealers ever sold Fastmix 41
Figures 11. Farmer Preference for Promotional Activity 42
Figures 12. Attributes Affecting the Purchasing Behavior Of Farmer 43

LIST OF TABLE
S. No. Title Page No.
1 List of villages 15
2 Introduction of products 28
3 Key indicators of the Punjab State 35

EXECUTIVE SUMMARY
Title of the study
Organization Name : SINOCHEM INDIA COMPANY PRIVATE LIMITED
Reporting Officer : Mr. Vinod Singh
Faculty Guide : Mr. Chetan Singoi
Name of the Student: Vishnu Pratap Singh
OBJECTIVES-
 To evaluate the Customer Perception about Fastmix.
 To find out the profile and percentage of customers with respect to herbicides.
 To evaluate the brand awareness of Fastmix and other products of Sinochem
among the Customers.
 To evaluate ways to improve Brand Awareness and Perception about Fastmix

To study dealer/distributor perception about Fastmix in Muktsar Punjab.

 

NEED OF THE STUDY:
Butachlor, one of the famous names in the family of herbicides and it is a very familiar name
among the farmers whenever there is infestation of weeds in their paddy field. Butachlor was
firstly brought by Monsanto as a solution for the weeds in paddy fields under the trade name
Machete and Fastmix. Machete and Fastmix has become a boom for the paddy growing
farmers but in the recent few years many companies have come up with their products
containing Butachlor salt and diluting the market. As Sinochem Crop Care (earlier Sinochem
India Company Pvt. Ltd.) has taken over Monsanto company's Butachlor and Alachlor
businesses in India, Philippines, Thailand, Vietnam, Pakistan and Taiwan (China) on March
1, 2008 and Up to September 1, Sinochem
India has completely taken over Monsanto’s Butachlor and Alachlor businesses in India and
started to try to introducing new types of agricultural chemicals from China to India.
As now Machete and Fastmix is being marketed by “Sinochem Crop Care” and the company
is new in India so to retain the existing customers of machete, to catch switchers and to
increase the market share, brand promotion is needed.
RESEARCH METHODOLOGY:
The survey was conducted on 2500 farmers & & 2 distributer 52 dealers of Malerkotla from
different Tehsils with the help of questionnaire which consist of different questions and it is
attached in the report.
: IMPILMENTAION & EVALUATING OF MARKETING
PROGRAM TO STUDY THE IMPACT OF BRAND AWARENESS OF
FASTMIX IN PUNJAB

1.4.1 Type of research
Descriptive research was conducted to fulfill the objective of the study. The basic emphasis
of the study was on knowing different sales promotional tool applied by different
companies in the market. It also described the awareness level of the product and reason
for which the farmers was opting for one brand of herbicide as compared to other brand.
1.4.2 Tools for data collection
Questionnaire containing both open ended and closed ended questions were used as main
tools for data collection from the farmers, distributor and dealers.
Project Area: - Muktsar (Punjab)
List of villages
Source of information:
1.Primary information:-farmers, dealers and distributers survey
2.Secondary information:-Website, Articles and Historical data
Researchtechnique: Personal interview & Discussion
Sample size: 1000
Distributers/Dealer: 2/82
1 Ballewal 17 Sangala 33 koopkalan
2 Phallewal 18 basour 34 Manak
majra
3 Dahlej kalan 19 Sangala 35 rohira
4 Imamgarh 20 Jatimajra 36 rustamgarh
5 Bhatari 21 Ahamadpur 37 shergarh
6 Mohamnabad 22 Mandiala 38 sultanpur
7 jattewal 23 Amargarh
8 Kotli 24 Tallewal
9 Bardwal; 25 Rusiana
10 Dhandhra 26 Bazidgarh
11 Akbarpur 27 Bahnikalan
12 Upouki 28 Chupka
13 Jhandekalan 29 Dalelgarh
14 Sandour 30 Faizgarh
15 Rodian 31 Jalwana
16 burj 32 Koopkhurd

Findings
Understanding and strategy implementation in saturated market of FASTMIX in Punjab”
study was conducted with four objectives. Some of the important findings of the study were
presented below.
Buying behavior of farmers were studied w.r.t. different segments in agri-input industry.
Buying behavior was mainly depending on some of the crucial factors like brand awareness,
credit policies of dealer, dealer’s opinion, availability of product and its price.
Even though farmers are depend upon many factors for making purchase decision but they
give prime importance to the quality and results of particular product. Impure quality and
unsatisfactory results are important reasons for change in buying behavior of farmers along
with fake brands penetration in market.
Irrespective of their land holding major paddy producing farmers were considering weeds as
a major problem in cultivation of paddy in their field. Majority of the farmers were using
combination of manual and chemical methods for controlling weeds in fields. Combination of
manual and chemical method was found to be dominant use of chemical was dominant in
Dera farmers whereas degree of manual operations were increased with decreasing land
holding of the farmers.
Dealers were reported to be important source of information to the farmers and they were
having huge impact on their decision making. Almost for all the brands sealers were playing
important role to disseminate information. Word of mouth from fellow farmers was reported
to be the important source of information to the farmers. They were more comfortable with is
information source due to the confidence from the farmers of its earlier results.
Dera farmers were more aware about different awareness activities taken by the company to
promote the product. Company was also concentrating this segment due to higher
consumption rate and brand loyalty to the quality brands. Degree of awareness was decreased
with decreased land holding. Farm meeting was found to be the most effective source of
awareness as it has very good conversion rate in final purchase.
Field visits were also rated higher by the farmers irrespective of their land holding and it
helped to build the good brand image in the minds of farmers due to proper feedback
mechanism by the company compare to the other competitors. Farm meeting followed by
jeep campaigning was most effective method as it act as a reminder to the farmers. .
Major Issues:

Less number of farmers is contacted due to the busy schedule of the farmers, which is
uneven. The data collection is time consuming and that less period is available for
research.

Farmers highly believe in dealers recommendation, they trust dealers as compare to
other sources which influence their buying behavior, so awareness would be increased
through dealers meeting. 


Dealers are less interested to sell our products due to fewer margins. 

 After farmer meeting acceptance of our product is good for only large size farmer, but
marginal & small Farmer don’t accepted due to higher cost.

Limitations:-
 Farmers response was less due to the early and busy schedule both on field and mandi
 Farmers highly believe in dealers recommendation
 After farmer meeting acceptance of our product is good for only large size farmer, but
marginal & small Farmer don’t accepted due to higher cost
 Some farmers not interested to provide information
 Time constrains was one of the limitations in carrying out study
 Farmers who did not use Fastmix want sample or trail first.

INTRODUCTION
TO
THE PROJECT

A. BACKGROUND STUDY: Weeds are major obstacle for Agriculture in the world
and mainly in countries like India. Weeds compete with crops for moisture and
nutrients and counts for around 33% of all losses in a crop. Loss of yield due to weed
infestation is variable and is more pronounced in crops grown under rain fed
conditions. For this reason, labour demand for weeding operation is high during early
phase of crop cycle and manual weed control over large areas is not feasible from the
point of labour supply and monetary costs. Some weeds that are wild relatives of crop
plants are difficult to distinguish from crop plants at early stages and pose challenge
for manual weeding. Under these situations, chemical weed control is relevant for
realizing higher productivity and production. A way of classifying pesticides would
be grouping them as insecticides, fungicides and herbicides. In India, about 6000 tons
of herbicides are currently used for weed control, mainly in irrigated crops (about
77% on wheat and rice) and on plantations. Sinochem India Company Private Limited
is one of the important companies in the agro-chemical Industry. Lasso is a herbicide
of Sinochem India Company Private Limited.
Needof the study:
Butachlor, one of the famous names in the family of herbicides and it is a very familiar
name among the farmers whenever there is infestation of weeds in their paddy field.
Butachlor was firstly brought by Monsanto as a solution for the weeds in paddy fields
under the trade name Machete and Fastmix. Machete and Fastmix has become a boom for
the paddy growing farmers but in the recent few years many companies have come up
with their products containing Butachlor salt and diluting the market. As Sinochem Crop
Care (earlier Sinochem India Company Pvt. Ltd.) has taken over Monsanto company's
Butachlor and Alachlor businesses in India, Philippines, Thailand, Vietnam, Pakistan and
Taiwan (China) on March 1, 2008 and Up to September 1, Sinochem
India has completely taken over Monsanto’s Butachlor and Alachlor businesses in India
and started to try to introducing new types of agricultural chemicals from China to India.
As now Machete and Fastmix is being marketed by “Sinochem Crop Care” and the
company is new in India so to retain the existing customers of machete, to catch switchers
and to increase the market share, brand promotion is needed.
SCOPE OF STUDY: The research on “Evaluating Brand Awareness and Customer
Perception for Fastmix” will assist the company to come up with the promotional
activities to improve the Brand Awareness and Customer Perception among the
customers. As the company believes in “Creating Value and Pursuing Excellence”, the
research would provide a way to further enhance its value (brand) in the market. The
study would let the company know the customer perception and the ways to improve the
Customer Perception. The study would further help the company to come up with the
right combination of Promotional Activities.
OBJECTIVES: Before describing the objectives, I would like to put an important aspect
here that the customers for the herbicides include both the Farmers and Retailers and hence
the description is done by keeping in mind this aspect.

 To evaluate the Customer Perception about Fastmix.
 To find out the profile and percentage of customers with respect to herbicides.
 To evaluate the brand awareness of Fastmix and other products of Sinochem
 To evaluate ways to improve Brand Awareness and Perception about Fastmix

To study dealer/distributor perception about Fast mix in Muktsar Punjab.

 
ResearchMethodology:
The survey was conducted on 1000 farmers & & 2 distributer 28 dealers of Muktsar from
different Tehsils with the help of questionnaire which consist of different questions and it is
attached in the report.
1.4.1 Type of research
Descriptive research was conducted to fulfil the objective of the study. The basic emphasis
of the study was on knowing different sales promotional tool applied by different
companies in the market. It also described the awareness level of the product and reason
for which the farmers was opting for one brand of herbicide as compared to other brand.
1.4.2 Tools for data collection
Questionnaire containing both open ended and closed ended questions were used as main
tools for data collection from the farmers, distributor and dealers.
Project Area: - Malerkotla (Punjab)
List of villages
1 Ballewal 17 Sangala 33 Koopkalan
2 Phallewal 18 basour 34 Manak majra
3 Dahlej kalan 19 Sangala 35 rohira
4 Imamgarh 20 Jatimajra 36 Rustamgarh
5 Bhatari 21 Ahamadpur 37 Shergarh
6 Mohamnabad 22 Mandiala 38 Sultanpur
7 Jattewal 23 Amargarh
8 Kotli 24 Tallewal
9 Bardwal; 25 Rusiana
10 Dhandhra 26 Bazidgarh
11 Akbarpur 27 Bahnikalan
12 Upouki 28 Chupka
13 Jhandekalan 29 Dalelgarh
14 Sandour 30 Faizgarh
15 Rodian 31 Jalwana
16 Burj 32 Koopkhurd

Source of information:
1.Primary information:-farmers, dealers and distributers survey
2.Secondary information:-Website, Articles and Historical data
Researchtechnique: Personal interview & Discussion
Sample size: 1000
Distributers/Dealer: 4/82

Findings
Understanding and strategy implementation in saturated market of FASTMIX in Punjab”
study was conducted with four objectives. Some of the important findings of the study were
presented below.
Buying behaviour of farmers were studied w.r.t. different segments in agri-input industry.
Buying behaviour was mainly depending on some of the crucial factors like brand awareness,
unsatisfactory results are important reasons for change in buying behaviour of farmers along
having huge impact on their decision making. Almost for all the brands sealers were playing
Major Issues:
 Less number of farmers is contacted due to the busy schedule of the farmers, which is
uneven. The data collection is time consuming and that less period is available for
research.

 Farmers highly believe in dealers recommendation, they trust dealers as compare to
other sources which influence their buying behavior, so awareness would be increased
through dealers meeting. 

 Dealers are less interested to sell our products due to fewer margins. 
 After farmer meeting acceptance of our product is good for only large size farmer, but

marginal & small Farmer don’t accepted due to higher cost.
Limitations:-
 Farmers response was less due to the early and busy schedule both on field and mandi
 Farmers highly believe in dealers recommendation
 After farmer meeting acceptance of our product is good for only large size farmer, but
marginal & small Farmer don’t accepted due to higher cost
 Some farmers not interested to provide information
 Time constrains was one of the limitations in carrying out study
 Farmers who did not use Fastmix want sample or trail first.

INDUSTRY PROFILE

Introduction of Pesticide Industry
Vital for ensuring food security Agriculture is the backbone of the Indian economy whose
prime motto is to provide food security to the mammoth population of country. Ensuring food
security for more than 1bn Indian population with diminishing cultivates land resource is a
herculean task. This necessitates use of high yielding variety of seeds, balance use of
fertilizers, judicious use of quality pesticides along with education to farmers and the use of
modern farming techniques. It is estimated that India approximately loses 18 per cent of crop
yield valued at Rs.900 billion due to pest attack each year. The use of pesticides helps to
reduce the crop losses, provide economic benefits to farmer and reduce soil erosion and help
in ensuring food safety and security for the nation.
Figure 1: Break-up of Agrochemical Industry
Market. In India the industry is very fragmented with about 30-40large manufacturers and
about 400 formulators. The per hectare consumption of pesticides is low in India at 381grams
when compared to the world average of 500grams.Low consumption can be attributed to
fragmented land holdings, low level of irrigation, dependence on monsoons, low awareness
among farmers about the benefits of usage of pesticides etc. India is a tropical country for

which the consumption pattern is also more skewed towards insecticides which accounted for
69 per cent of the total pesticide consumption in FY 2008-09.India due to its inherent strength
of low-cost manufacturing and qualified low cost manpower is a net exporter of pesticides to
countries such as USA and some European and African countries. Exports formed 39per cent
of total industry turnover in FY 2008 and have grown at a compounded Annual Growth Rate
(CAGR) of 23 per cent from FY 2004 to FY 2008.Prior to 2005i.e in the process patent
regime, Indian companies focused on applied research and concentrated on marketing generic
and off-patent products. Due to this factor R&D sector expense by Indian companies was
lower at approximately 3-5 per cent of turnover. Global companies focused on high-end
specialty products and dominated the market patented new molecules. However with the
onset of the product patent regime in India since 2005 the Indian companies will need to
increase R&D expense to meet competition from MNCs. Alternatively Indian companies can
be competitive in the area of Contract Research and services (CRAMS). With the advent of
the Integrated Pest Management (IPM) technique, the use of bio pesticides and genetically
Modified (GM) seeds has increased. Globally, GM seeds are used mainly for commercial
crops like Sugar cane, Okra, Cotton, Maize and Soybean. In India, Bt cotton is widely used
and the acreage stood at 7 mn ha for 2008 a growth of 63 per cent over the previous year.
Figure 2: Pesticide consumption across the World
17
10.7 10.5
6.6
5.8
4.5
0.48
Taiwan Japan Holland South France USA India
Korea
.
As shown in above graph Pesticide consumption in world is highest in Taiwan and then in
Japan. In India consumption is only 2 per cent of total pesticide consumption but production
of food is about 16 per cent of total world production.

Figure 3: Percentage consumption of Pesticide in different States
Eight state of India consume about 80per cent of total Pesticide consumption of India

COMPANY PROFILE

Introduction to Company (Sinochem India Company Pvt. Ltd.)
In December 1998, Sinochem International Corporation, derived from the business of
‘Rubber’,’Plastics’,’Chemical’ products and logistics and transportation operations was
founded in Beijing and it publicly issues a share 120 million at Shanghai Stock Exchange,
financing 946 million Yuan in the next December. In March 2000, Sinochem International
was listed.
Be marketing operation-oriented Sinochem International Corporation conducted strategically
southern move with its headquarter to Pudong Shanghai in July 2001, as to address the
expectations of major customers and the petrochemical markets as well. For six(6) years the
company has been pursuing the development strategies of extending to industrial upstream
and downstream; also, the company endeavors on its transformation from a foreign trade
agent company to an integrated solution supplier with sound marketing capability and stable
profitability. With the continuous advancement of the four core operating sector: rubber,
chemical engineering, metallurgy energy, chemical logistics the company has customers over
100 countries and regions in the world and the sales revenue has reached 1.9 billion USD.
Taking the business field of chemical logistics for example on the basis of the synthetic
analysis on market demand and correct evaluation, the company has consolidated and
expanded its competitiveness advantage to a great extent for several years the scale of
operation and the service capacity of our subordinated maritime shipping companies have
been improved rapidly with the actual tonnage of marine shipping achieved 1,54,000 tons of
which 410,000 tons come from the internal superior customer. Long term shipping orders has
been conducted with the majority of high-end customers such as Shanghai Saike, Shell
China, Nanjing Yangba etc. with its market share increased gradually, which reached over 21
per cent in the high-end market of Internal trade shipping. As for the establishment of
specialized chemical vessels the quantity of vessels achieved 19, with shipping capacity of

102,600 tons at the end of 2005 and ranked the first domestic liquefied chemical products
industry. With the improvement of fleet management level the competitiveness advantage
have initially taken its shape. On land freight logistics services, our land freight system has
taken shape, taking ISO-tank transport service as the major form. The largest domestic
transfer bases petroleum for commercial uses.
As for metallurgy and energy business unit, Sinochem International Corporation as the
strongest coke exporter in China annually exports nearly 1.5 million ton coke in recent two
years which occupies 10 per cent of the total domestic export volume. Relying on its sound
logistics organizing capacity and considerable’s services the company not only makes great
contribution to the profits growth of the year 2004 but also wins the public trust from
suppliers and customers especially international purchasers. In the year 2005 under the
market environment of coke price decline the company fully availing itself of its leading
position in the field of coke export as well as its strategic cooperation partnership in the field
of coke export as well as its strategic cooperation partnership with large-scale steel
companies in Europe, America, Japan and Korea strengthened its cooperation with domestic
core suppliers and logistics service providers and conducted continuous innovation on supply
chain management on one hand on another the company vigorously exploits overseas new
markets and customers including India, Brazil. Highlighting the integrated operation of iron
sand, steel and coal products for high-end customers the company has guaranteed that the
metallurgy & energy business create value sustainable.
Hand in hand with the core competitive edge of its main business Sinochem
International is always dedicated to the establishment of standardized corporate governance
system, which takes the domestic lead in entrusting the most prestigious standard and poor’s
to conduct corporate governance rating. In the rating result of 2005 of the 80 key sectors of
governance under evaluation, Sinochem International totally achieved 61 positive appraisals,
15 negative and 4 neutral and uncertainties, which was placed medium high level in an
international standard. With the consummating of the corporate governance the company has
successively achieved the honors of “Top 100 best domestic listed company successfully its
stock right splitting reform after it was passed at the first temporary shareholders meeting
which has built a solid foundation for the strategic operation and sound capital market for the
company
Looking into the future, Sinochem International will continue to extent to the upstream and

downstream of the industry chain focused on the key business. With specialized
organizations founded in the key element like high-end logistics, rubber, chemical,
metallurgy and energy and other fields the company aims at becoming a listed company with
core competitive edge in several fields as to create new values for customers and employees.
SINOCHEM IN INDIA
Monsanto India Ltd.has sold Alachlor & Butachlor business to Sinochem Indian Pvt. Ltd.
Monsanto India Ltd.(MIL) announces its decision to sell and transfer its Alachlor and
Butachlor business that includes the transfer of the flagship brands Lasso, Fast mix and
Machete to Sinochem India PVT. Ltd., a Singapore-registered subsidiary of Sinochem
International for and on behalf of the entity under incorporation in India at a total
consideration of USD 8.40 million (approx. Rs 33 corers). The decision was taken by the
Board of Directors at a meeting held on January 21, 2008 and is subject to shareholder
approval
Figure 5: Sinochem India in different States

COMPANY’S MISSION
Company’s mission is to provide quality of chemical material suitable for the Indian
subcontinent, to booster the green revolution to the other parts of India.
Sinochem Company aimed at providing high quality herbicides to the farmer community at
reasonable prices. Sinochem company aim has also been to convince the farmers about the
beneficial use of good quality herbicide to local brands and thus enhance Production
Company
with global influence.
Competitors:-
 Sinochem Company has competition from both national and multinational companies
like 

Dupont



Bayer 


Syngenta 


Excel Company 


BASF 


Dhanuka etc. 
These are the major competitors for the company. These companies with early entry in
the business of pesticide have large customer base and were able to capture more market
share. In the current season 2010 some other companies may expect to come with
surprising sales figures like Gujarat pesticides.

Introduction to products
Table 1: Product Profile
Product’s name Nature of Used in Technical
Machete Selective Rice Butachlor
Fast mix Selective Rice Butachlor
Lasso Selective Ground nut, Alachlor
Popular Nonselective All plants Glyphosate
Swift Insecticide Rice, Sugarcane Cartap hydrochloride
Reload Fungicide Sulphar
Janitor Insecticide Paddy Chloropiriphos and
Poliar Fungicide Paddy Carbendazine and

3.2. MACHETE: -. used as pre-emergence herbicide in Paddy
3.3. FASTMIX: - used as pre-emergence herbicide in Paddy.

LASSO: - used as pre-emergence herbicide in Maize, Soybean, Cotton, Pea, vegetables and
Groundnut.
3.6. SWIFT: - used as a insecticide to kill paddy stemborer,leaf folder etc.

3.7. CHOICE: - systematic insecticide (imidaclorpid)
3.8.POLIR:-insecticide (mancojeb +carbandenjim)
3.9. POPULAR DRY: - used as the non-selective herbicide for irrigation channels etc.
(Glyphosate)
3.10. JANITAR: - insecticide (Chlorpyriphos +Cypermethrin)

ABOUT FASTMIX:-
This is the most famous product of Sinochem in Indian market for killing the rice crop weed
plants. This product is in Indian market for 30 to 35 years. Primarily this product was
st
to Monsanto but on 1 March 2008 Sinochem India Company Pvt. Ltd. has bought this
product and has the ownership of the product.
This product contains Butachlor which is a chemical utilized to kill the weeds in rice crop.
This product does not affect the rice crop because it is a selective herbicide. This is used just
after the planting of rice plants in farm. This product is oil soluble so it needs around 36
hour standing water in the crop. Within 36 hour it makes a layer on the surface of soil and
does not allow germinating the seeds of any type of weed.

It is a very demandable product in Indian context. Mostly Butachlor in market are sold with
the name of Fastmix. Because this product is the first choice of rice growing farmers . And
they don’t accept any other Butachlor in the availability of Fastmix. In context of company
this is most profitable product of Sinochem. Because this product is in the market for 30 to 35
years.
Marketing channel of Sinochem
Every company has to figure out a go-to-market strategy. In simpler times, the company
would hire salespeople to sell to distributors, wholesalers, retailers, or directly to final users.
Today the number of go-to-market alternatives has exploded to eliminate the middleman and
make the product readily and cheaply available to the consumers/ farmers. The marketing
channel followed by Sinochem India Company Private Limited is as follows.
All the raw material (50% Butachlor) required for the herbicide preparation is imported from
United States of America through cargos to Gujarat, India and the final products is
manufactured there. Finished products are send to the regional head Quarters by means of
roadways. Finished products are delivered to the distributers as per their demand who sells
the product either to the Dealer or Retailer or to the farmers directly.
By using this marketing channel the company makes the product easily available to their
consumer and also eliminates the middlemen which helps the company to keep the prices low
of their products. Beside this to avoid the piracy and black marketing of the product company
also believes in having few distributors
Initial Supplier
Inbound Logistic
Manufacturer
Outbound Logistic
Didtributer
Retailer
Consumer/Farmers
.Figure: 1 Marketing Channel Followed By Sinochem India Company Private Limited

Introduction of Area:-
Figure 6: Map of Punjab

Key indicators of the Punjab State
Indicator / Parameter Units Year of quotation Punjab
Geographical Area „000 Ha. 2006-07 5,036
Population Million 2001 24.35
Population Density Per Sq. Km 2001 484
Literacy Rate % 2001 69.7
Number of main cultivators „000 2005-06 1003.370
Total no. of villages „000 numbers 2007-08 12.278
Net Sown Area „000 Ha. 2007-08 4,174
Total Cropped Area „000 Ha 2007-08 7,861
Area under cultivation % 2007-08 83
Cropping Intensity % 2006-07 188
Gross Irrigated Area „000 Ha 2007-08 7688.3
Fertilizer Consumption Kg/Ha of cropped
area
2008-09 225
Tractors Numbers 2007-08 425,200
Foodgrain Production Million Tonnes 2007-08 26.81
Area under Foodgrains Million Ha. 2007-08 6.62
Area under Fruits &
Vegetables
„000 Ha. 2007-08 186.5
Geography of Punjab
Punjab is located in northwestern India, and has an area of 50,362 km2. It extends from the
latitudes 29.30° North to 32.32° North and longitudes 73.55° East to 76.50° East. It is
bounded on the west by Pakistan, on the north by Jammu and Kashmir, on the northeast by
Himachal Pradesh and on the south by Haryana and Rajasthan.
Most of the Punjab lies in a fertile plain, alluvial plain with many rivers and an extensive
irrigation canal system .A belt of undulating hills extends along the northeastern part of the
state at the foot of the Himalayas. Its average elevation is 300 meters above sea level, with a
range from 180 meters in the southwest to more than 500 meters around the northeast border.
The southwest of the state is semiarid, eventually merging into the Thar Desert. The Shiwalik
Hills extend along the northeastern part of the state at the foot of the Himalayas.
The soil characteristics are influenced to a limited extent by the topography, vegetation and
parent rock. The variation in soil profile characteristics are much more pronounced because
of the regional climatic differences. Punjab is divided into three distinct regions on the basis
of soil types: southwestern, central, and eastern.
Punjab falls under seismic zones II, III, and IV. Zone II is considered a low-damage risk
zone; zone III is considered a moderate-damage risk zone; and zone IV is considered a high-
damage risk zone.

Demography of Punjab
Demography is the study of human populations. It encompasses the study of the size,
structure and distribution of populations, and how populations change over time due to
births, deaths, migration andageing. Demographic analysis can relate to whole societies
or to groups defined by criteria such as education, nationality, religion and ethnicity.
 India accounts for 2.4% of world’s surface area and 16.7% of the world
population. As per census of India 2001, it is the second largest populated
country (to cross one billion mark) in the world after China with 1,028,737,436
persons. The population of the country increased by 21.34 % between 1991 -
2001. The sex ratio (i.e., number of females per thousand males) of population
was 933, rising from 927 as at the 1991 Census. Total literacy rate was 65.38%.
 According to the 2001 census there lived about 2.4% people of India in Punjab. It
shows that Punjab accommodates more people than its capacity. Punjab ranks
15th population wise in India
 Further, Punjab is a small state having an area of 50362 square kilometers, which
is 1.56% of the total area of India. The total population of Punjab during 2001
stood at 2, 43, 58,999 persons as per the results of the Census of India 2001.
The State has registered a lower decennial growth rate of 20.10% when
compared to national average of 21.54%.
 Sex ratio of population has come down from 882 in 1991 to 876 in the present
census. Total literacy rose to 69.7% from 58.51% during 1991 Census.
 The state is facing some severe environmental problems, ranging from air and
water pollution to deforestation and desertification, and its large population is
putting a strain on its natural resources. Most of the other problems like over
exploitation of shrinking natural resources, hunger and malnutrition, increasing
unemployment and socio-economic insecurity, rising human-resource
exploitation, frustration/ indiscipline/disorders, inadequate infrastructure, etc in
our country and this state have emerged mainly because of ever increasing
population.
 It is important that for environment protection & overall growth of the state, we
must attain goals like betterment of life support system and hence population.
This can be achieved only by controlling the population and efficient use of
natural resources.
Climate of Punjab
 Punjab's climate is characterised by extreme hot and extreme cold conditions. Annual
temperatures in Punjab range from 2 to 40°C (min/max), but can reach 47°C (117°F)
in summer and 0°C in winter. The northeast area lying near the foothills of the
Himalayas receives heavy rainfall, whereas the area lying further south and west
receives less rainfall and experiences higher temperatures. Average annual rainfall
ranges between 960 mm in the submountain region and 460 mm in the plains.
 Punjab has three seasons:[30]
 Summer (April to June), when temperature typically rise as high as 110°F.
 Monsoon season (July to September), when a majority of rainfall occurs.
 Winter (December to February), when temperatures typically fall as low as 40°F.

 There is a transitional period between winter and summer in March and early April, as
well as a transitional season between monsoon season and winter in October and
November.
Fig7: Consumption Trend of Technical Grade Pesticides* in Punjab (1980-2006)

DATA ANALYSIS
AND
INTERPRETATION

LAND HOLDING PATTERN OF MALERKOTLA:
Pie Chart showing farmers land holding;
Interpretation:-From the following graph most of the large numbers of farmers in
Malerkotla having land holding 1 to 30 acre.
Awareness of Fastmix and Machete:
As we know that Fastmix is already a brand existing in the market for so many years but lack
of awareness among the farmers is also a problem for the farmers of Punjab as because of this
out of the total survey 7ecent farmers are unaware about the name of Machete in Muktsar
district 20 percent of the farmers are unaware about Fastmix since then also Fastmix is very
popular among the farmers of Muktsar and they have a strong belief regarding this product.

Interpetation:
From the following graph 81% farmers are aware of machete product and 19% don’t
aware of Fastmix product.
AWARENESS OF SINOCHEM COMPANY
Chart showing awareness of sinochem company.
Interpretation- In Malerkotla 93.33% farmers are aware of sinochem company and 6.67%
farmers are not aware of sinochem company
0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
80.33%
93%
19.67%
7%
KNOW
DON’T
KNOW

FARMER SATISFACTION WITHTHE RESULT OF FASTMIX
Interpretation- from the following pie chart 92% farmers are satisfied with the result of
Fastmix and only 8% farmers are not too much satisfied with the result of Fastmix.
SOURCEOF PURCAHSE OF HRBICIDE:
Interpretation- from the pie chart 52% farmers Fastmix from dealers and retailers, 27%
farmers buy from distributer and remaining 20% buys from cooperative society and
commission agent.

QUESTIONS FOR DEALERS:
EVER SOLD FASTMIX
Interpretation- In Malerkotla 85.67% dealers sold Fastmix of sinochem company and
14.33% dealers did not sell Fastmix last year
Farmer Preference for Promotional Activity
Ordinal scale
Jeep Campaign 5.55
Banner 3.92
Demonstration 3.47
Call Campaign 3.43
Individual Contact 2.7
Farmer Meeting 1.93
0 1 2 3 4 5 6
Attributes Affecting the Purchasing Behavior Of Farmer
YES
86%
NO
14%

As according to the survey made among the farmers they generally believe very much in the
suggestion made by the distributors as they considerd the image of the distributor a very
big,also lack of proper education and awareness is also the major factor behind this.The
second most important feature what a farmer need is they demand for always a better quality
and usually they do not compromise with the quality,otherwise price is also a factor for the
small farmers and they are concerned about the price but not in the factor of compromising
with the quality.Apart from all these availability and brand name are also some minute but
important factors for the farmers
Ordinal scale
distributor suggestion
4.70
Attributes Affecting the Purchasing Behaviour of Farmer
Constraints for Fastmix
According to the survey made among the dealer/distributors and what I have found according
to their perception is that they are not happy by the company policy and they always demand
for higher margin as the cost price for Fastmix is Rs215 while the selling price is Rs235 only
and they think that they have to sell Fastmix as because of the brand generated in the
market.Secondly the emergence of the Post emergence market is on growth as because of the
lack of water availibilty.
Quality 4.00
Price 3.00
Avalibility 2.00
Brand name 1.30

FINDINGS

Findings
Understanding and strategy implementation in saturated market of MACHETI in Uttar
Pradesh” study was conducted with four objectives. Some of the important findings of the
study were presented below.
Buying behaviour of farmers were studied w.r.t. different segments in agri-input industry.
Buying behaviour was mainly depending on some of the crucial factors like brand awareness,
unsatisfactory results are important reasons for change in buying behaviour of farmers along
having huge impact on their decision making. Almost for all the brands sellers were playing

Recommendations:

There should be more Meetings based campaigns as most of the farmers believe in
‘seeing is believing’. 


Opinion maker farmers should be focused in call campaign, who in return would
convey the good results of Fastmix to other farmers. 


The company is working on the “me too” concept. As Butachlor salt has become very
old as it has been working for more than thirty years and also as there are many new
salts available in the market which is working better then the Butachlor in destroying
the weeds in paddy field and it has been observed that slowly and gradually farmers are
switching from Butachlor to other salts. So the company should come up with new
innovative salts. 

As the company is new in India, Company should invest more in promotion activities. 


Farmers and some new dealers know Machete and Fastmix but not Sinochem India
private limited so many times they are not ready to accept the product as they don’t
know a lot about the company and so they are doubtful about the validity of the
products. 
Key suggestions while field observation 


Root out duplicate products through legal procedure or intensive field work 


Rate differences should be ruled out through a balanced supply of material 


Small sized ½ ltr pack should distributed as well as 1 ltr pack to meet marginal
farmer’s demand 


Large land holding farmers prefer Individual contacts and small and marginal
farmers prefer farmer meetings. 

Schemes for dealers which influence more should be introduced 

Suggestions
&
Conclusion

Suggestions-

Lack of Manpower ( Malerkotla )-During this 2months of summer project I have
found that the company is having a very less manpower as in Malerkotla district only
a single Market development officer is bearing the responsibility of overall market
development while the area is very large. So I think that somewhere it is affecting the
overall development.



Some of the farmers mentioned about problem of duplicates in their area so
increase the promotional activity for rooting out the duplicates-As in the overall
assessment I have found that fake and duplicacy in the existing market of Malerkotla
and Malerkotla is a big concern for customer point of view and is occurring due to the
lack of education and awareness among the farmers.


Some farmers have shown interest for use of Post emergence herbicide in future-
The company should focus on its other essential product i.e Fastmix as in some of the
paddy areas farmer are facing the problem of water availability and somewhere in
their mind switching over to post emergence would be big concern for them in the
coming years.The company should also try to pay attention towards its other products
as they can also be an assets for the company in terms of future growth.

Farmers have shown preference for Farmers meeting (5.55) and Individual contact
(3.92)-
As per the study conducted on the basis of weighted average the main customers i.e the
farmers who are only assets for the company are giving the highest preference to the farmer
meeting as it is successful for the past several years,secondly the individual contact method is
also vital as it also laid a good impact on the mindset of the farmers.So more emphasis should
be given to all these essential activities.

Conclusions
Perception of the farmers related to brand promotional activities varies from farmer to farmer
based on their land holding size. Based on the analysis done using different tools for analysis
in the project it can be said that out of the different brand promotional activities planned like
farmer’s meeting/group discussion, individual contact, posters/POP display/banners, tele-
campaign, jeep campaign and advertising and it was found that small farmers consider the
poster/POP display and advertisement to be the most effective tool for brand promotion and
telecommunication to be the least effective whereas medium farmers perceived that farmer’s
meeting and telecommunication to be the most effective tool for brand promotion where as
jeep campaign to be the least effective and the large farmers perceived that individual contact
is the most effective tool for brand promotion where as posters/POP display/banners to be the
least effective. So in totality it can be said that farmer’s meeting/group discussion, individual
contact and tele-campaign were the most effective tools for brand promotion. Besides this
company should do brand promotions and gradually try to remove machete from market to
promote cannibalism.
The company (Sinochem India company private limited) is having the highest market share
but the market has huge potential and the company can increase its market share using these
brand promotional activities.




BIBILOGRAPHY

BIBILOGRAPHY
 Ministry of Agriculture, Govt. of India 

 Department of Agriculture,Punab 

 http://punenvis.nic.in

 www.indiastat.com 

 Sinochem India Comapan Pvt. Ltd Official Website
BOOKS
Philip kotler, Keller, Koshy, Jha, Marketing Management, Pearson publication, 13th edition.

Appendix
QUESTIONNAIRE FOR FARMER
1. Land Holding Pattern of farmer
Sr. No. Land Holding Tick
1 1-10 acre
2 20-30 acre
3 30-40 acre
4 >50 acre
2. Which are your major crops?
Crop Weeds observed
3. Do you think weed is the major problem in Rice?
1. Yes 2. No
4. Do you use Herbicides?
1. Yes 2. No
If no why
5. Have you heard / used under mentioned products (probe farmer with pack / technical
name)?
Brand 1.Heard but
not used
2.Used 3.Used &
recommended
4.Not
knowing
Fastmix
Name of the farmer
Mobile no
Name of village
District

Machete
Lasso
Swift
6. Do you know “Sinochem India Co.Pvt.Ltd”?
1. Yes 2. No
7. Are you aware about Machete?
1. Yes 2. No
8. Are you aware about Fastmix?
1. Yes 2. No
9. What was the response of Fastmix? (Satisfaction)?
1. Excellent 2. Good 3. Fair 4. Poor
10. Weed flora on which Fastmix does not work?
Weed names:
11. If don’t know, and then are you satisfied with your conventional Herbicides:
(Name)
Yes No
12. Which weeds are controlled by competitor’s weedicide?
----------------------------------------------------------------------------------------------------------------
13. What is your source of purchase for herbicides?
Sr no Source Tick mark
1 Dealers
2 Distributers
3 Co – operative societies
14. What is the response from your local dealer/retailer about Fastmix?
1. Encouraging 2. Average
3. Gives the product when asked
specifically
4. Discouraging/Demotivating

15. How frequently do you interact with the representatives of the company?
1)weekly 2)fortnightly
3)Monthly 4)Hardly any representative comes to us
16. What are the areas of improvement you would like to see in the company?
1. Quality 2. Better Pricing
3. More field promotion 4. Frequent visits by company officials
17. Your opinion about possible ways to increase brand awareness of SINOCHEM
amongst farmers (ranking in decreasing order of importance starting with 1):
1 More farmers contact 2. Massive field demonstrations
3 Mass media campaign (TV, Radio) 4. Recommendations from local
government officials
5. Innovative techniques like conducting
seminars, summit, workshops with farmers
6. Distribution of free samples
Thank you for your response!

QUESTIONNAIRE FOR DISTRIBUTER/DEALER:
1. Name of the Location:
2. Name of the Shop/Out let:
3. Name of the Distributer/Dealer:
4. Do you sell Herbicides?
1. Yes 2. No
If no why
5. Which brands of herbicides are being sold mostly at your shop/outlet? (Brand Awareness)
Do you know “Sinochem” Company?
1. Yes 2. No
6. Please mention below whether you know the following Products/Brands
Name of the product Yes or No
Fastmix
Machete
7. Have your ever sold “Fastmix”?
1. Yes 2. No
8. For which crops do you recommend “Fastmix” mainly and why?
9. What do you think is the USP of “Fastmix”?
10. Which product do you think is the main competitor for “Fastmix”?
11. What do you think is the problem or negative factor when it comes to “Fastmix”?

Performance
Applicability to more crops
Pricing (affordability)
Packing
Other please specify
12. How would you rate the response of/ interaction with, the Company Representative?
Un Satisfactory
Satisfactory
Highly Satisfactory
13. Rate the following factors in the decreasing order of importance or effect on sales:
S.No Factor Ranking from 1 to 6
1 Advertising
2 Pricing
3 Performance
4 Period of Existence
5 Product Diversification
6 Brand
Thank you for your response!

SUMMER REPORT

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