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IMPLEMENTATION AND
EVALUATION OF BRAND
PROMOTIONAL ACTIVITIES FOR
LASSO IN KARNATAKA
BY
ATAULLA NAIK
09PGDM051
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CONTENT
Introduction
Company Profile
About the product LASSO
Objectives of the study
Methodology
Limitations for carrying out the project Data presentation and analysis
Comparative Analysis of Company Sales Target
Evaluation of promotional activities
Findings Conclusions
Suggestions
R eferences
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IMPORTANCE OF AGROCHEMICALS:
Agrochemicals form the largest and the most diverse group of chemical compounds popularly referred to as pesticides.
They are mainly used for plant protection and improving crop
yields.
Every year nearly 30% of the potential of food production
valued R s.150bn are lost due to insects, pests, plant pathogens,
weeds, rodents, and birds and in storage. Hence the use of
pesticides has become extremely necessary.
Besides given the large growing population and scarcity of land
available for cultivation, pesticides industry has a vital role to play in the agricultural sector.
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ABOUT SINOCHEM INDIA COMPANY PVT.
LTD.
A China based company started in 1949 in Beijing.
Having customers from more than 100 countries.
Listed in ³Global Fortune 500´ for 19 times, ranked no. 178 in2009.
On 3rd Sep 2008 ,Sinochem India Co. was established in NewDelhi, making a huge step forward achieved by Sinochem'soverseas agricultural chemical project
Agricultural chemical is a core business sector of Sinochem Int'l.
After taking over Monsanto Company's BUTACHLOR andALACHLOR businesses in -India, Philippines, Thailand,Vietnam, Pakistan and Taiwan (China) on March 1, 2008, the
preparation for the construction of Sinochem India Co. wasofficially initiated.
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COMPETITORS
Sinochem Company is facing competition from both
national & multinational companies like DuPont, Bayer,
Tata Rallis, Monsanto, UPL Syngenta, Crop Chemicals
India Ltd., Chambal fertilizers & Chemicals Ltd.,
Insecticide (India) Ltd, Excel Crop care PVT LTD &Zuari Chemicals are the major competitors for the
company. These companies with early entry in the business
of pesticides have large customer base and were able to
capture major market share.
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MARKETING CHANNEL OF LASSO
Initial Supplier
Inbound Logistic
Manufacturer
Outbound Logistic
Distributer
R etailer
Consumer
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ABOUT THE PR ODUCT(LASSO)
CHEMICAL NAME: 2-Chloro-2'-6'-
diethyl-N-(methoxymethyl)
acetanilide (56),Alachlor
TR ADE NAME(S): Lasso (56)
y DOSAGE: 6ml/litre of water or
one litre per acre.
y Pre-emergent herbicide.
y It controls almost all grassy weeds.
y It destroys only selective weed seeds.
y LASSO has to be sprayed or broadcasted with sand within three
days after sowing.y Controls weeds for a period of 40 to 45 days.
y LASSO will not affect any germinated plants includinggerminated weed seeds.
y LASSO cannot be used for paddy, ragi, spinach, gingely.
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OBJECTIVES OF THE STUDYTo understand the profile of farmers and
pattern of pesticide consumption in theregion.
To identify the suitable promotional activities.
To implement the planned promotionalactivities.
To evaluate the effectiveness of promotionalactivities.
To suggest suitable promotional mix for increasing the adaptability of lasso.
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METHODOLOGYNeed/Purpose of the study/statement of Problem
Lasso was firstly brought by Monsanto as a solution for the
weeds in their Maize fields under the trade name Lasso. AsSinochem Int'l. has taken over Monsanto Company's
Butachlor and Alachlor businesses in India the company is
new to India, so to retain the existing customers of Lasso,
to catch switchers and ultimately increase the marketshare, brand promotion is needed.
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1.To understand the Profile
of Farmers & pattern of Pesticide consumption in
the region.
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Method of Data collection
The data was collected based on observation and
questionnaire.Types of Data
Primary and secondary Data
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SOURCE OF DATA COLLECTION
Primary data
Primary data was collected from farmers and dealers byobservation and Questionnaire method. The questionnaire used
was different for farmers and dealers.
Visual observation at retail counters and in the market.
Secondary data Secondary data includes the information gathered from Books,
magazines, Newspaper, Internet and Journals that discloses the
present status of the industry, its various activities and recent
developments.
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Population
All Maize growers of Mysore (H.D. Kote), Shimoga,
Shikaripur, soraba, Shiralakopa of Karanataka state.Period
The research work was carried for 72 days from 20th April to
30th June.
Sample Design Sample Size: - 5749 Farmers from 183 villages
Sample Unit: - Farmers/Dealer
Sampling Technique: - Stratified random sampling
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Tools for Data Collection Questionnaire containing both open ended and closed ended
questions were used as main tools for data collection from the
farmers.
Discussion with the dealers and distributors was also an
important tool. Interview of the company personals also served the role of
another research instrument.
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F ARMERS PROFILE IN THE REGION
0%
10%
20%
30%
40%
50%
60%
70%
80%
F ARMERS PROFILE
SM A LL F ARMERS(LESSTHEN 5
ACRES)
MEDIUM F ARMERS(BETWEEN 5 TO 15
ACRES)
L ARGE F ARMERS(MORE THEN 15
ACRES)
Interpretation: Based on the secondary data collected from the KVK and agriculture
dept, it was found that land holding of the farmers is decreasing day by day. Majority of
the farmers (72%) are small farmers having land holding less than 5 acres followed by
medium farmers (21%) who are having land holding between 5 acres to 15 acres and
only 7% large farmers having land holding more than 15 acres.
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F ARMERS PESTICIDE CONSUMPTION P A TTERN
42%
33%
23%
2%
PESTICIDE USERS
M ANNUA
L
WEEDING
MECH ANICA L
WEEDING
NONE
Interpretation: Based on the primary data collected from the farmers/dealers, it was
found that majority of the Maize growing farmers (42%) are using pesticides followed by
manual weeding(33%) and mechanical weeding(23%), which shows the potential to adopt
the pesticide.
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2.To identify the
suitable promotionalactivities.
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SELECTION OF PROMOTIONAL ACTIVITY
Based on farmers profile such as land holding, consumption
pattern of chemical, availability of farmers, their occupation, education, time constraints and the studies taken up
by other input companies.
Suggestions from experters in input industry and company
official.
The Promotional activity also selected based on SWOT
analysis.
Based on above all the following promotional tools was
selected and those activities are found to be best for promoting
the product.
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PROMOTIONAL PLAN USED FOR DEMAND
GENERATION OF LASSO
Farmers meetings
Individual contact
Field Demonstration
Pestering
POP display
Special occasion
Van campaign
Tele-campaigning
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3.To implement the
planned promotionalactivities.
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Based on the potentiality of the area, the above selected
promotional activities were implemented.
The potential of the area is determined based on
collected data from progressive farmers, retailers andcompany officials.
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PROMOTIONAL PLAN USED FOR DEMAND
GENERATION OF LASSO
Farmers meetingsIndividual contact
Field Demonstration
Pestering
POP display
Special occasion
Van campaign
Tele-campaigning
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LIMITATIONS FOR CARRYING OUT THE PROJECT
Despite all possible efforts to make the analysis more comprehensiveand scientific, a study of present kind is bound to have certainlimitations.
Limited time and Cost constraints were major hindrance for carryingout the project because the availability of farmers and the retailers isvery difficult for getting the response.
Few retailers and farmers expressed fear about the researcher¶s
mission and were not interested in giving accurate information. Dealers were not ready to share the information in the correct form
and duplicity appeared while providing the fact on pesticide relatedissues.
The product is not available in all retail shops, which create the
problem to suggest the suitable retail shop for the farmers. The study was based on both primary and secondary data but
secondary data were available in the scattered manner and therelevance of the secondary data may not be justified.
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4.Analysis and
Evaluation of BrandPromotional Activities
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COMPARATIVE ANALYSIS OF COMPANY SALES
TARGET
0
2000
4000
6000
8000
10000
12000
14000
sales
2009
2010
Interpretation: The increase in sales target from 3000 liter to 12000 liter
i.e. change of 300%based on the market observation, is mainly due to
the promotion activities carried out by the company.
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ANALYSIS AND EVALUATION OF BRAND
PROMOTION ACTIVITIES FOR LASSO
Total number of farmers contacted: 5749
Total number of farmer meeting conducted: 216
Total number of group discussion conducted: 202
Total number of individual contact: 1182
Total number of farmers contacted in farmer meeting:
3544
Total number of farmers contacted in group discussion:
1023
Total number of poster consumed: 1567
Total number of villages covered: 142
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0
500
1000
1500
2000
2500
3000
3500
4000
Farmer's meeting Group discussion Individual contact
Number of Farmers contacted in different
promotional activities
Number of Farmers contacted in
different promotional activities
Interpretation: Based on the above bar graph, theeffectiveness of promotional activities can be
observed, where in above chart it is clear that more
number of farmers have been contacted by farmers
meeting followed by individual contact and groupdiscussion.
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R ANKING OF PR OMOTIONAL TOOLS
Rank Promotional activity
I Farmers meeting
II Field demonstrations
III Group discussion
IV Individual contact
V Tele-campaign
VI Posters
VII Van campaign
VIII Banners
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I NTER PRETATION
Among all promotional activities farmer meetings found to be
more effective because in meetings both way conversation
between company people and farmers and the farmers who
used lasso product earlier are involved.
The concept of FAB (features, advantages and benefit of the
product) has helped a lot to convenience and influences them to
buy the product.
Van campaign was not that effective tool in brand promotion,
farmers didn¶t take it seriously and it only attracted small
children for the pamphlets.
Purchase decision of the farmers can be influenced by regular follow-ups after farmers meetings, field demonstrations etc.
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CONCLUSION Farmers are very unaware about quality of any
product; they buy those products which are told by the
retailer because they completely believe on
shopkeepers.
But shop keepers sale those products in which they get
more margin.
Promotional tools like Farmers meetings; field
demonstrations, Individual contact, and tele-
campaigning were found to be more effective tools to
create demand for the L ASSO.
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SUGGESTION Maintaining the good relationship with all the dealers of
the territory and availability of the product in all shops
will help to sell the products more efficiently. Farmers are result oriented rather than to listen about the
product, so more demos and field days should be carriedout in order to show the result of the product.
Literature being given to the farmers does not contain the
full information about how to use the product, whichresults in failure of the product purchase, so full detailsshould be given about how to use the product, companyaddress etc in the literature.
The margin available on the sale of the product should
increase, so that dealers should also well acquaint with the product and push the product.
Company should introduce small size pack of Lasso asfarmers demand is more. If company introduces small size
pack farmers may try the product and further they can
become loyal customers of the company.
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