The document presents findings from a case study of YARA Fertilizers in Nashik District of India. Key findings from surveys of 5106 farmers and 50 fertilizer dealers are summarized. For farmers, 23% were under 30 years old, most had medium crop nutrition knowledge, and recommendation from progressive farmers was the main source of awareness of YARA. For dealers, most were graduates, purchased fertilizers using both cash and credit, and felt field demonstrations and farmers meetings would most help marketing. The study provides insights into improving YARA's outreach and services for farmers and support for dealers.

1. “Farmers and Dealers Relationship Management’
– Case study of YARA Fertilizers in Nashik District”.
Under the Guidance of
Mr. Alok Ranjan
Presented by,
Mr. Atul B. Dukare
Mr. Pavan R. Patil
PGDM-ABM, B.Sc. Agricultural Biotechnology
Centre for Management Education
Udaybhansinhji Regional Institute of Cooperative Management,
Sector- 30, Gandhinagar, Gujarat
(Ministry of Agriculture, Government of India)
YARA International ASA
YARA Fertilizers India Private Limited
1

2. YARA FERTILIZERS INDIA PRIVATE LIMITED
Company Profile
YARA International ASA
• Established as Norsk Hydro in 1905, demerged as YARA International
ASA in 2004.
• President and CEO since 2008: Jorgen Ole Haslestad.
• Headquartered in Oslo, Norway: Listed on the Oslo Stock Exchange
• Global presence with operations and offices in more than 50 countries
and sales to more than 150 countries.
Headquarter India:
#402, Suyog Fusion
Dhole Patil Road
Sangamwadi
Pune 411 001
Tel: +91 20 4130 2585 / 86 / 87
Fax: +91 20 4130 2589
2

3. Objectives
Farmers:
• To study awareness about YARA’S fertilizers.
• To study the awareness of the drip irrigation system among farmers.
• To study awareness about soil testing.
• To identify major competitors in fertilizers industry to the YARA.
• To ascertain popular product families in YARA.
• To study awareness about tools and services provided by YARA.
• To study crop nutrition knowledge level.
Dealers:
• To identify major competitors in fertilizers industry to the YARA in
Nashik market.
• To study the scope of the YARA Fertilizer offering in Nashik district.
• To study the satisfaction level of the Dealers.
• To formulate strategies for improvement.
3

4. Introduction
Fertilizer:
“Any material, organic or inorganic, natural or synthetic,
which supplies one or more of the chemical elements
required for the plant growth”.
Purpose of fertilizers:
• To supplement what has been eaten up by the plants.
• To give an additional supply of tonic and good food, so
that they may grow more healthy and produce a better
yield.
• They help to maintain the PH value of the soil in the
vicinity of 7 to 8 and thereby facilitate optimum growth
and health
4

5. CRM for Agricultural organizations
CRM is the alignment of business strategies, organizational
structure and business culture, based on customer information
and information technology, in order that all contacts with
clients meet their needs and achieve business benefit or profit.
Objective of CRM-
Use of customer data for management decision-making;
Market approach; Tactics used to develop and maintain
relationship with customers; Assessment of the technological
infrastructure that is currently used.
5

6. Industry overview
0
50
100
150
200
250
300
2009-2010 2011-2012 2012-2013 2013-2014 2014-2015
Fertilizer consumption in
Lakhs MT
foodgrain production in
MT
6

7. Vision:
As a global chemical company YARA’S vision is to be an Industry Shaper,
aiming to set industry standards and being a positive force, developing the industry
through performance and growth.
Mission:
YARA’s mission is to strive for better yield, delivering good returns for farmers,
industrial customers, its owners and society at large.
Strategy:
YARA’s corporate strategy is based on profitable and sustainable growth, building
on an unrivalled market position and a unique, flexible business model united with
global corporate citizenship. The strategy is the company’s roadmap for industry
shaper performance and long-term value creation
7
YARA INTERNATIONAL

8. Product Profile of YARA Fertilizers
YaraMila Complex (12:11:18)
Balanced source of nitrogen
Composition of fertilizer:
- Nitrogen N - 12%
- Phosphorus P - P ₂ O ₅ - 11%
- Potassium K - K ₂ O - 18%
- Magnesium MgO - 2.7%
- Sulphur S - 8%, Iron Fe-0.2%
- Boron B - 0.015%, Manganese Mn- 0.02%
-Zinc Zn – 0.02
8

9. YaraLiva Nitrabor
• Nitrogen (N) Total15.0%
• Nitrogen (N) Nitric 14.4%
• Nitrogen (N) Ammonia1.1%
• Calcium (Ca), Soluble in
water19.0%
• Calcium oxide (CaO), Soluble in
water 27%
9

10. YaraLiva Calcinit
YARA Liva Calcinit is a
fully water soluble nitrogen
and calcium fertilizer. It is a
free flowing, fine granular or
prilled material which
dissolves quickly in water
without any residues.
10

11. Krista MAP (12:61:0)
Nitrogen (N) Total 12.0%
Nitrogen (N) Ammonia 12.0%
Phosphorus pentoxide (P2O5)
Soluble in water and
Ammonium Citrate
61.0%
Phosphorus (P2O) 26.6%
Solubility (20 ° C) 360 g / l
water
EC (1 g / l at 25 ° C) 0.8 mS / cm
pH (1% solution) 4.5
11

12. Krista SOP
• Potassium (K2O), Water
Soluble 52.0%
• Potassium (K), Soluble in
water43.0%
• Sulfur trioxide (SO3) Soluble
in water 45.0%
• Solubility (20°C)110g/lwater
• EC (1g/lat 25°C)1.3 mS/cm
• pH (1% solution)4.5
12

13. Phosphorus pentoxide
(P2O5) Soluble in water
and Ammonium Citrate
52.0%
Phosphorus (P2O) 22.7%
Potassium (K), Soluble
in water
34.0%
Sulfur (S), Soluble in
water
28.2%
Solubility (20 ° C) 230 g / l
water
EC (1 g / l at 25 ° C) 0.7 mS / cm
pH (1% solution) 4.6
Krista MKP (0:52:34)
13

14. Delta spray(19:19:19)
14
Delta spray 19-19-19 is a
fully water soluble NPK
fertilizer with balanced
ratio of nutrients.

15. YaraVita Zintrac
15
YaraVita Zintrac is a highly
concentrated flowable zinc
formulation containing 8-10 times
more zinc than a typical liquid
chelate and 3-4 times that of
sulphate or nitrate based liquids.

16. Research Methodology
• Research area: Nashik (Maharashtra)
• Data Collected: 5000+ (Farmers)
• Sample size: 5106 &100 Farmers
: 50 dealers/Retailer
• Research Instrument: Questionnaires
• Method of contact: Personal Interview
Farmer meetings
Telephonic Interview.
16

17. Map of Nashik District
17

18. Data interpretation
18
Farmers
Survey

19. Age of the Respondents
Less Than 30
23%
30-40
48%
41-50
26%
More Than 50
3%
Graph no. 4: Age
19
For 100 Farmers

20. Cultivated crops
551
123
4299
133
Fruits Vegetables Fruits & Vegetables Fruits & Plantaion
Crops
Cultivated Crops
Cultivated Crops
20
For 5106Farmers

21. Crop Nutrition knowledge level
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Low, 569
Medium, 4164
High, 346
Numberoffarmers
Nutrition Knowledge Level
Graph no. 6: Crop Nutrition Knowledge Level
21
For 5106 Farmers

22. Farmers segment
2572
101
1933
500
0
500
1000
1500
2000
2500
3000
Traditional Cost Oriented Business Innovative
Segment Of Farmers
22
Graph no: 7: Farmers segment
For 5106 Farmers

23. Decision Maker
3901
173
1031
Owner Purchase Group Agronomist
0
500
1000
1500
2000
2500
3000
3500
4000
4500
Decision Maker
23
For 5106 farmers

24. Irrigation Type
0
1000
2000
3000
4000
Flood
Drip
Flood & Drip
Sprinkler
104
1614
3388
0
Graph no. 9: Irrigation Type
Irrigation Type
24
For 5106 Farmers

25. Soil Testing
25
0
500
1000
1500
2000
2500
3000
Yes No
2938
2169
Soli Testing
Graph no: 12: Soil testing
For 5106 Farmers

26. Duration of soil testing
0
200
400
600
800
1000
1200
1400
after 4
Months
after 8
Months
after 12
Months
after 16
Months more than
16 months
1220
1359
247
1 111
Duration of soil testing
26
For 5106 Farmers

27. 27
Graph no. 14: Soil test is beneficial
Soil testing is beneficial (it saves
extra fertilizer dose)
0
20
40
60
80
100
Yes No
86%
14%
Soil testing
For 100 Farmers

28. Buying Behaviour
41
59
Better Result Cheaper Price
Graph no: 15. Buying Behavior
Buying Behaviour
28For 100 Farmers

29. Competitor Brand
78
219
46
209
40
61
20
0 50 100 150 200 250
Brand
Chambal
Coromandal
Nagarjuna
Deepak
RCF
Vanita
Zuari
Graph no: 16. Competitors Brand
29For 673 Framers + 36 PR Agro= 709 (YARA non users)

30. YARA Relationship
0
1000
2000
3000
4000
5000
Yes No
Yara Relationship 4397 709
NoofFarmers
Graph no. 17: YARA Relationship
30For 5106Farmers

31. YARA families preference
Graph no: 18. Preference to YARA families
Mila Liva Vita Delaspray Krista
No of Users 92 64 42 25 53
Total Farmers 100 100 100 100 100
0
20
40
60
80
100
120
31
For 100 Farmers

32. Sources of Awareness
Progressive
Farmer
40%
Agro Service
Centre
39%
Other
6%
YARA
Agronomist
15%
Graph no. 19: Sources of Awareness of YARA
32
For 100 Farmers

33. Pricing of YARA Fertilizers
Low
5%
Affordable
25%
High
70%
Graph no. 20: Price of YARA fertilizer
33
For 100 Farmers

34. Availability at ASC
0 10 20 30 40 50 60 70 80
Always
Sometimes
Never
Always Sometimes Never
Availability 76 22 2
Graph no: 21. Availability
34For 100 Farmers

35. Services by YARAAgronomist
4
83
13
0 00
10
20
30
40
50
60
70
80
90
VERY GOOD GOOD AVARAGE Bad Very Bad
Graph no. 22: Services by YARA agronomist
Services by yara agronomist
35
For 100 Farmers

36. Tools provided by YARA
Graph no: 23. Tools by YARA
74
26
0 0
0
10
20
30
40
50
60
70
80
YARA Analytical
Service
Check IT N-Tester ZIM
Tools provided by Yara
Graph no: 23. Tools and Services provided by Yara
36
For 100 Farmers

37. Trust towards YARA
YES
79%
NO
1%
Can't say
20%
Graph no. 24: Do you trust YARA ?
37
For 100 Farmers

38. Do you suggest YARA to others
Graph no: 25. Suggestion of YARA to others
0
20
40
60
80
100
YES NO
90
10
Do you suggest to use YARA fertilizers product
38
For 100 Farmers

39. Dealer survey
• Number of YARA dealers : 50
39

40. 0 5 10 15 20 25 30 35 40
Post Graduate
Graduate
Agri Diploma
Post Graduate Graduate Agri Diploma
Dealers Education 8 35 7
Graph no. 26: Dealers education
40
Education of the dealers

41. No of farmers come to shop
18%
11%
10%
11%
0
2
4
6
8
10
12
14
16
18
20
>50 51-100 101-150 151<
Graph no. 28: No of farmers come to shop
No of farmers come to
shop
41

42. Way of purchase of the Yara fertilizer by
the dealers
Cash , 8
Credit, 20
Both, 22
0
5
10
15
20
25
Cash Credit Both
Graph no. 29:Way of purchase
42

43. Dealers Keep Different fertilizer of the
Yara
YaraMila Complex
YaraLiva Nitrabor
Krista K
Deltaspray
YaraVita Zintrac
48
48
47
48
47
2
2
3
2
3
Graph no: 30. Dealers keep different Fertilizer of YARA
No Yes
43

44. Dealers rating to the quality of the
Yara fertilizer
0
5
10
15
20
25
30
35
40
45
50
Very Good Good Satisfactory Poor
NoofRespondents
Satisfaction Level
Graph no:31: Dealers feel about quality of Yara fertilizer
Dealers feel about quality
of Yara fertilizer
44

45. Reason behind more sale of the
fertilizer
88% Better
Result
12% Cheaper
Price
0%
Graph no. 32: Reason Behind More Sale
Better result Cheaper price Farmer requirement
45

46. Dealers rating to Consultants
Graph no. 35: Dealers rating to the answers of the YARA sales consultant
17%
33%
0% 0%
0
5
10
15
20
25
30
35
Excellent Good Average Poor
46

47. Display material given by the Yara fertilizer
company to the dealers
Yes
78%
No
22%
Graph no. 36: Display material given to the dealers
47

48. Factors that farmers consider while purchasing
fertilizer according to dealers.
0 10 20 30
Price
Brand
Better results
Recommendation
from ASC
30
5
12
3
Graph no: 38. Preference while purchasing
48

49. Discount from YARA
5
40
5
0 5 10 15 20 25 30 35 40 45
Cash Discount
Trade Discount
Quantity Discount
Graph no. 39: Discount from YARA
Discount from Yara
49Dealers satisfaction with the dealership of Yara

50. Facilities that dealer want for the
promotion of Yara fertilizer
0
3
20
8
12
7
0
5
10
15
20
25
Free trip Price
discount
Quantity
discount
More
credit
period
Display
material
More
credit
period
Graph no. 40: Dealers want the facilities
Dealers want the facilities
50

51. According to the dealers company should do the
different things for marketing of fertilizers
Reduction in price
6% Field demos
8%
Farmers meeting
6%
Field demos &
Farmers meeting
80%
Graph no. 41: Company should do this
51

52. Through the detail survey of Farmers relates with fertilizers use and
YARA’s awareness with satisfaction from its products, we have got some
findings which is mentioned below:
Farmers Survey:
 Age- From the whole survey I observed 23% Youngsters involved in
Agriculture.
• Recommendation-Hence, it is suggested that focus and aware them to new
technology of YARA such as CHECK IT, YARA ANALYTICAL SERVICE
etc.
 Crop nutrition knowledge- Crop nutrition knowledge is good. Out of 5106
farmers 346 farmers having high crop nutrition knowledge level and 4164
have medium.
• Recommendation-Remaining farmers having low Crop nutrition knowledge
hence, it is suggested that reach non user farmers of YARA and arrange more
and more KNOWLEDGE GROWS SEMINAR.
52
Findings and Recommendations

53.  Decision maker- 3901 Cases Owner is decision maker, 1031 farmers
decisions taken by Agronomist.
• Recommendation- We observed that most of innovative farmers take
guidance from agronomist for crop nutrition. Numbers of agronomist are
not much more and he can’t reach to every farmer hence, Increase in reach
is necessary.
 Soil Testing- We observed 2938 farmers always do soil testing, 2168 of the
farmers does not test soil.
• Recommendation- Increase awareness about soil testing and promote
YARA soil testing service. Text message service for farmers to remind
them for soil testing for better result.
 Buying Behavior- 41% farmers think about better results of fertilizers and
59% think about price. At the time of survey many farmers are suggest the
quality of YARA product is good but price is too much high.
• Recommendation- So, Need to tell them reasons behind it. Price is high
because we providing good quality of material.
53

54.  Other Players- Out of 709 non user of Yara, 219 farmers using Vanita,
209 users of Deepak Fertilizers and 78 users of Zuari and 61 of
Coromandal. RCF, Chambal and Coromandal having 46 and 20 users
respectively.
• Recommendation- Vanita and Deepak are main competitors so there is
need to work more on promotional activity and expand the business in
other state also. Need to concentrate on price factor.
 Sources of awareness of YARA- 40% of the farmers firstly know about
YARA fertilizer from progressive farmers, 39% of the farmers know
about it from Agro. Service center and 15% and 6% farmers aware from
YARA agronomist and summer trainee/other respectively.
• Recommendation- To convince farmers Progressive farmers plays
important role so company should be focus on that Progressive farmers.
 Pricing - 70% of the farmers said that price of the YARA fertilizers is
high, 25% of the farmers said price is affordable and 5 said it is low.
• Recommendation- To aware farmers why YARA Product price is high?
And convince them according to that.
54

55. Findings from the Dealer survey:
 Availability- 48 dealers/retailers keep YARA Mila Complex, YARA Liva
Nitrabor, Deltaspray. 2 does not keep it. 47 dealers keep Calcinit,Krista K
,Krista MAP, Krista SOP, Krista MKP , YARA vita Zintrac and 3 does not
keep it.
• Recommendation- We observed that dealers want to keep all product
range but sometimes due to unavailability they unable to maintain all.
 Display Material by YARA- 39 dealers was having display material of
YARA fertilizer in their shop and 11 dealers do not have it.
• Recommendation- After survey I concluded company gives display
material but it does not impact much more, dealers demanding for digital
and attractive flex.
 Reason behind more sale- 44 dealers said that more sale of the particular
brand in their shop is due to better results and 6 dealers said it is due to
cheaper price of the fertilizer.
• Recommendation-As per Survey quality of YARA product was good just
maintain its price and quality.
55

56.  Preference while purchasing-38 dealers said that farmers firstly want better
results, 12 dealers said that farmers secondly consider about the price of the
fertilizer.
 Discount-40 dealers and retailers want trade discount from YARA, 5 wants
quantity and cash discount from company
• Recommendation-Many Dealers wants trade discount from company so, if
dealer make a onetime payment in cash give somewhat extra discount.
 Things need to do for increasing sale- 39 Dealers said both farmers meeting
and field demos must conduct by company. According to 3 dealers farmers
meeting must conduct by the company for increase awareness and sales, 4
dealers said field demos should be given and 3 dealers said price of the
fertilizer should be decrease.
• Recommendation- I observed farmers meeting and field demos helps to
increase the sale so focus on this type of things.
56

57. SWOT Analysis
57
• Strong marketing chain
• International Brand
• High skill working staff/ agronomists
• Quality of fertilizers
Strength
• Lack of awareness in all farmers
• Unavailability of database of farmers
• Different prices of fertilizers according to dealers
• Delay in the payment of by the dealers
Weakness
• Strong competitors
• New entries in fertilizer market
Threats
• Wide availability of markets
• Can capture market of the all crops growers of sugarcane, onion and vegetables
• Enlarge the working area other Districts as well as States
• To achieve the large scale of market share in fertilizer industry
Opportunity

58. Conclusion
• After all, Nashik is good in Grapes production as well as Tomato, Onion
and vegetable production
• The productivity and fertility of the land is well compare than the other
districts with availability of irrigation facilities in this District
• Hence, there is very wide scope for penetration in this region and need
to enlarge area.
• There are many companies which are putting their efforts to prove how
their products fertilizers are best than the others.
• YARA is one of the well developed International company, which is
entered strongly in this region to capture the more market share.
• Initially company needs to increase awareness of its products in
farmers or door step of farm or mainly in ASC in other states.
• YARA have lots of scope to capture this market on the basis of its
quality fertilizers rather than the others. As per the research YARA
should concentrate on its prices of fertilizers which are the higher than
the others.
• On the basis of quality fertilizers YARA is growing very fast in this
area, this are the good sign for the company’s future.
58

59. What we learnt?
• Farmers and dealers relationship management
• Fertilizer market
• Marketing strategies
• Brand development
• Sales forecasting
• Inventory management
59

60. Thank you
60