1. Summer Internship Project 2014
STUDY AND DESIGN
MARKETING AND DISTRIBUTION STRATEGY
. FOR PADDY HERBICIDE
“ GRANITE ’’
IN CHHATTISGARH
SUBMITTED BY : ASHUTOSH DHAMI
I.D. : NB68408

2. INTRODUCTION
OBJECTIVE
 Segments to target
 Positioning and pricing
 Promotion and advertising.
 Channel type, reach & management Policies.
 business projections ( 5 years)
METHOD OF ACCESSING DATA
 VOC,S OF FARMERS
 SECONDARY DATA
 VOC,S OF DISTRIBUTORS/REATAILERS
DATA COLLECTION FORMS
 FOR THE FARMERS
 FOR THE DISTRIBUTORS/RETAILERS

3. CHHATTISGARH OVERVIEW
 Net sown area 58.64 lakh hectare(34.49% of its total geographical area.)
 In Chhattisgarh rice is the main crop and grown in about 47.70 lakh hectare covering 81%
of the net shown area and production of 64.83 lakh tonne.
 Kharif season 36.35 lakh hectare
 Rabi season 1.84 lakh hectare
 Only 20% is irrigated rest is under rain fed
 Rice productivity is 14 quintals/ha- the reason being inadequate irrigation. Last year the
total production of rice was 63.6 lakh tonne out of 47.50 lakh hectare crop acreage.
 Rain fed - 10.0 to 12.0 quintals/hectare
 Irrigated – 16.0 to 18.0 quintals/hectare.
66%
34%
76% SMALL/MARGINAL
24% OTHER FARMER
RICE PRODUCTION 1.89%/YEAR
CROP ACREAGE 0.42 % /YEAR

4. SAMPLE AREA AND SIZE
• 7 DISTRICTS OF CHATTISGARH BASED ON THEIR PRODUCTIVITY
• APPROX 3 BLOCKS IN EACH DISTRICTS AND VILLAGES HAVING HIGH RICE PRODUCTION.
• APPROX 3 FARMERS FROM EACH VILLAGE
• SAMPLE OF TARGET POPULATION IS CONSIDERED.
• NON-SAMPLING ERRORS.
• VALIDATION.
• DISTRICTS PRODUCTIVITY KG/HA.
 RAIPUR (986) AMBIKAPUR AARANG DHARSHIVA
 DHAMTARI(1674) NAGRI SAMBHAL PUR KURUD
 BILASPUR(1312) TAKHATPUR MASTULI MUNGELI
 JANJGRI CHAMPA(1316) NAWAGARH BALAUDA SHAKTI
 KORBA(1143) KATHGHORA PALI KENDAI
 SURGUJA(1124) BATAULI LAKHANPUR UDAIPUR
 RAJNANDNAGAR(1266) KHAIRAGARH DONGERGAAON CHURIYA

5. 66.67
5.56
20.37
5.56
Key Crops
Rice
wheat
gram
Others
27.28
27.28
12.7
32.72
Top companies
PI
UPL
DUPONT
OTHER
30
30
15
25
Major Molecules
BISPYRIBAC
PYRAZOSULFURON
METSLFURON
GLYPHOSET/24D
FARMERS PROFILE
1. FARMERS 34
2. AVERAGE RICE ACREAGE 89.0%
3. COST OF WEED CONTROL 2235
4. CROPING PATTERN
 RICE
 OTHER(GRAM/LETHYRUS/WHEAT)
5. UNMET FAMER NEED
 NO EFFECT ON CERTAIN WEEDS
LIKE ECHINOCHLOA CRUSGALI,
ISCHAEMUM RUGOSUM
,FIMBRISTYLIS MILIACEA
 WEEDS AGAIN GROW AFTER SOME
TIME.
 WINDOW OF APPLICATION IS
NARROW
6. MAJOR WEEDS
 ECHINOCHLOA CRUSGALI
 ECHINOCHLOA COLONA
 CYPERUS DIFFORMIS
 ISCHAEMUM RUGOSUM
 PASPALUM DIISTICHUM
 FIMBRISTYLIS MILACULA
7. DSR/TRANSPLANTED
RAIPUR OVERLOOK

6. Segments to target.
MAJOR MARKET AREA – 1. BILASPUR MARKET CLUSTER (TAKHATPUR , MUNGLI , MASTULI )
2. RAIPUR (ABHANPUR , AARANG , DHARSIVA)
3. DHAMTARI (KURUD, SAMBHALPUR ,NAGRI )
4.JANGIR CHAPA ( SHAKTI , BALUDA , NAWAGARH)
5.RAJNAND GAON (KHAIRAGARH DONGERGAAON CHURIYA)
PRE EMERGENCE (43.54 % ) POST EMERGENCE (87.22%)
PYRAZOSULFURON BISPYRIBAC SODIUM
24D(2,4-Dichlorophenoxyacetic acid) AZIMSULFURON
PENDAMETHYLENE PENOXSULAM
ATRAZINE MET SULFURON
PARAQUAT PETILACHOLORO
OXYDIAGRYL PHENOX PROP P ETHYL
AZIM SULFURON
CHLORIMURON ETHYL
AMIZATHYPER
BUTACHOLORO
GLYPHOSET

7. • CROP CULTIVATION METHOD
1. TRANSPLANTED (IF WATER IS AVAILABLE OR IRRIGATION SYSTEM )
2. DSR ( IF WATER IS NOT AVAILABLE PROPERLY )
• PERCEPTION MAPING OF CONSUMER NEED/CONSUMER PATTERN
RANK 1. SPECTRUM OF WEEDS CONTROL
RANK 2. EFFECTIVENESS NO. OF WEEDS CONTROL
RANK 3. DURATION FOR WEEDS CONTROL
RANK 4. CROP SAFETY
RANK 5. COST OF APPLIACTION/ACRE.
(000’ hectare)
DISTRICT AGRICULTURAL
LAND
Paddy(rabi) Paddy(kharif) % Paddy
ACCREAGE
% acreage of
survey
RAIPUR 591.27 20.39 508.91 89.46 89.66
DHAMITARI 171.57 31.02 131.42 95.32 94.50
RAJNAND
GAON
321.48 3.17 273.31 86.88 91.44
BILASPUR 369.76 8.14 324.65 90.82 88.60
JANGIR
CHAPA
329.23 30.94 248.55 84.54 86.56

8. Positioning and pricing
RECOMMENDATIONS
• CASH DISCOUNTS BIG BRANDS : 7% SMALL LOCAL BRANDS : 15%
• CREDIT DISCOUNT
• METHODS OF WEEDS CONTROL
1. USE OF HERBICIDE 85.88 %
2.MANUAL WEEDING 96.44 %
• COST OF FARMER PRACTICES PERFORMED
1. HAND WEEDING (PER ACRE) RS. 2716 AVERAGE (13.58 % OF TOTAL COST)
2. HERBICIDE(PER ACRE) RS. 612 AVERAGE (3.06 % OF TOTAL COST)
• FAMERS AVERAGE COST OF CULTIVATION OF RICE PER ACRE RS. 20000
FARMERS AVERAGE RETURN FROM CULTIVATED PER ACRE RS. 30000
PROFIT PER ACRE RS. 10000

9. • PERCEPTION MAPING OF FARMER TOWARD EXISTING MOLECULE
1. GENERALY PEROFORMANCE IS THE MOST IMPORTANT FACTOR FOR THE SUCCESS OF
ANY HERBICIDE AS FARMER WANT RESULT AS MANUAL WEEDING IS COSTLY AND
LABOURS ARE ALSO NOT AVAILABLE.
2. CROP SAFETY IS ALSO PRIME FEATURE AS PRODUCT AFFECTING CROP IS LESS
PREFERRED AS NON SELECTIVE HERIBICIDE ARE USED WHEN WEEDS ARE IN EXCESS.
3. OTHERWISE IF PERFORMANCE IS AVERAGE THEN SPECTRUM SHOULD BE WIDE.
• FARMER PURCHASING PATTERN
1. CASH
AS AMOUNT IS NOT BIG
WINDOW OF SALE IS VERY NARROW
DRAUGHTS AND OTHER DANGER ARE VERY FREQUENT.
2. CREDIT
FARMER GENRALLY BUY ON CASH BASIS BUT CREDIT TERMS ARE ALSO
PRESENT AND CREDIT IS GIVEN ON THE BASIS OF TRUST AS ONLYTHE KNOWN
CUTOMER ARE GIVEN CREDIT.

10. PERCEPTION MAPING OF CONSUMER ON THE BASIS OF CURRENT HERBICIDE.
1. MOSTLY ARE SATISFIED WITH THE EXISTING MOLECULE BUT STILL SOME SORT COMINGS ARE
WITH THE MOLECULE THEY ARE USING IT BECAUSE NO OTHER BETTER ALTERNATIVE IS PRESENT.
2. NO ONE IS COMPLETELY SATISFIED AS THE WEEDS PROBLEM IS VERY LARGE AND IT IS NOT
POSSIBLE TO 100% SOLUTION OF EACH PROBLEM ASSOCIATED.
HIGHLY
SATISFIED
SATISFIED AVERAGE NOT SATISFIED NO HERBICIDE
11.16% 50.76% 15.73% 9.13% 13.70
90.45
1.4
SHIFT FROM PRESENTLY USING
MOLECULE TO IMPROVED HERBICIDE
YES
NO

11. Promotion and advertising.
• NEW IDEA FOR GRANITE
1. LOCAL TRAINED AGENTS IN MAJOR REATILER SHOPS.
2. CROP SEMINAR AND REGULAR VISIT TO FARMERS FOR FARMER MEETING.
3. IDEAL SAMPLE STRATGY.(OPENION LEADER )
• FACTORS DETERMINING THE BUYING BEHAVIOUR OF FARMERS.
RANK 1. ADVICE OF SHOPKEEPER 88.32%
RANK 2. OPENION LEADER 45.17 %
RANK 3. FIELD DEMONSTRATION WITH FARMER MEETING 38.45%
RANK 4. PEER GROUP INFLUENCE 30.45 %
RANK 5. RESULT OF PREVIOUS USE 20.30 %
RANK 6. BRAND NAME 21.31 %
RANK 7. OTHER(AVAILIBLITY/COMPLANY PEOPLE) 18.55 %
• CURRENT PROMOTIONAL ADVERTISEMENT TOOLS USED BY COMPETITORS.
RANK 1. POSTERS/HOARDINGS 46.18 %
RANK 2. THROUGH DEALERS/GRAM SAHAYAK 43.14 %
RANK 3. FIELD DEMONSTRATION 40.60 %
RANK 4. CROP SEMINARS/FARMER MEETING 18.23 %
RABK 5. OTHER(GOODIES,JEEP CAMPAIGNS,TEST SAMPLES) 26.32 %

12. Channel type, reach & management Policies.
• CURRENTLY DAS PRODUCT HAS MINUTE OR NEGLIGIABLE SHARE IN THE TOTAL HERBICIDE MARKET
AS IT IS NEW IN THE MARKET AND YET TO BE ADOPTED BY FARMERS.
• DOW PRODUCTS ARE AVAILABLE ONLY AT 17% OF THE TOTAL SHOPS.
• DOW PROMOTIONAL ACTIVITIES ARE ACTIVE ON ONLY 5% OF THE TOTAL PLACES VISITED.
• IT IS FOUND THAT LAST YEAR DOW HAS LAUNCHED GRANITE WITH A 10 DAYS WINDOW LEFT AND
SOLD IT FOR 2000 ACRES.
COMPANY
DISTRIBUTOR RETAILER
FARMERS

13. • DISTRIBUTION CHANNEL (QUALITY VS QUANTITY)
• BEST STRATGY FOR CHANNEL EXPANSION AND COMMERCIAL OFFERINGS
1. FLAT CHANNEL EXPANSION AND SHOULD EXPAND HORIZONTLY.
2. “ HUB AND SPOKE “ MODEL SHOULD BE ADOPTED AS MARKET CLUTER IS CENTRALISED.
3. LOCAL REATAILERS AND DISTRIBUTOR PLAY THE MAJOR ROLE IN CREATINNG THE DEMAND AND
PUSHINGTHE PRODUCT INTO FARMERS
4. MAJOR COMMERCIAL OFFERINGS INCLUDE.
CASH DISCOUNT/CREDIT DISCOUNT.
LOCAL AGENT TO HELP IN CREATING DEMAND AND SALES(GRANITE HIGH PRICE)