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Study the Hybrid Maize Market, evaluate the performance of KRIBHCO and design strategies to

position and promote the “KRIBHCO HYBRID MAIZE” in the region

Submitted ToMr. R.K.KansalDy. GM(Mktg)KRIBHCO, NOIDA

Submitted By Shweta VermaPGDM-ABMVAMNICOM, Pune

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CONTENTS

• Objective of the project• Phases of study• Area of survey• Data analysis• Findings• Recommendations• Conclusion

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OBJECTIVES

1)To assess customer awareness about KRIBHCO and its product

basket.

2)To assess the customer behaviour for hybrid Seed in general and

hybrid maize (KRIBHCO) in particular.

3)To know the competitor’s strategies of marketing and promotion.

4)To design a forward marketing strategy for positioning and

promotion of KRIBHCO hybrid maize.

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PHASES OF STUDY

1. Company and Project understanding

2. Area appraisal and Product understanding

3. Data Collection

4. Data Analysis

5. Findings and Suggestions

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AREA OF SURVEY

1. Saharsa 2. Supaul 3. Bhagalpur 4. Purnia

BIHAR

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• FARMERS CULTIVATING HYBRID MAIZE

97%

3%

yesno

Farmer Cultivating Hybrid Maize

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Brand Preference

Monsanto

Pioneer

Sri ra

m bioseeds

Indogulf

Kribhco

Nuziveed

uOthers .

0

20

40

60

80

100

120

140

115

37

4 2

12 14

2

BRAND PREFERENCE BY FARMERS

62% 20% 2% 6% 7% 1%

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PARAMETER TO PURCHASE

Price Better Quality

Brand Low pest attack

Adds Campaign

Publicity programs

seen

High yield Previous Experience

Others (blank)0

5

10

15

20

25

30

35

40

32

6

37

6 5

21

27

9

24

PARAMETERS TO PURCHASE

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Farmers using KRIBHCO hybrid maize Seed

18; 10%

168; 90%

Persons Used KRIBHCO Seed

YesNo

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Source of information for all the brands and varieties

10%

28%

31%

20%

8% 3%

Source of Information

TradersMouth PublicityCompany personCompany CampaignAdvertisementOthers

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Source of information about KRIBHCO

Dealer Board Fellow farmers, Neighbours Field demonstrations .0

10

20

30

40

50

60

70

80

50

63

72

Information Sources

29% 33% 38%

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PUBLICITY PROGRAMMES CARRIED OUT BY DIFFERENT COMPANIES IN THE REGION

3; 23%

1; 8%

6; 46%

3; 23%

MONSANTO

Folders/brochuresWall paintingsKey chainsDealers board

25%

15%

42%

17%

PIONEER

Folder/BrochuresHoardingsDealers boardWall painting

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Contd.

23%

8%

46%

23%

SRIRAM BIOSeedS

Folders/Brochures .Hoardings .Dealers board .Wall painting .. Radio. Jeep campaigning

23%

8%

46%

23%

INDOGULF

Folders/Brochures .Hoardings .Dealers board .Wall painting .. Radio. Jeep campaigning

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Contd.

31%

69%

KRIBHCO

Folders/BrochuresKey chainsKisan bags

56%33%

11%

NUZIVEEDU

Folders/BrochuresKisan bagsDealers board

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Seed COMPANIES PREFERRED

Monsanto Pioneer Sri ram bioseeds Indogulf Kribhco Nuziveedu .

0

10

20

30

40

50

60

70

80 75

95

312

6

Selling window

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REASONS FOR SALE

Profit margin41%

Demand from farmers

59%

Reasons for selling particular brand

Profit marginDemand from farmers

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CRITERIA OF PURCHASE FOR FARMERS

Brand name

Gifts/Coupons

Promotional program

Attractive packing

Advertisements

.

0 10 20 30 40 50 60 70

60

31

7

6

6

Criteria of Purchase

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SATISFACTION WITH KRIBHCO

Satisfied; 27; 25%

Somewhat satisfied; 16; 15%Dissatisfied; 67; 61%

Experience with KRIBHCO

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PROBLEMS CONFIGURED

Less margin Poor promotinal activities No sales return policy .0

10

20

30

40

50

60

31

51

28

Problems regarding KRIBHCO

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FINDINGS

1. 97% of farmers in the region cultivate hybrid maize and out of which only

10% are using KRIBHCO hybrid maize.

2. Mostly the farmers prefer Brand of the product, publicity and the price of

the hybrid maize as a parameter to purchase the Seeds.

3. Farmers have limited time to attend promotional programmes, so such

programmes must be helpful to them.

4. Farmers mainly get influenced by the company person and mouth

publicity from the fellow farmers/ friends.

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Contd.

5. Different companies arrange publicity and promotional programmes.

For eg:

a. Folders = Monsanto, Pioneer, Sri ram , Indogulf , Nuziveedu, Vibha

Seeds

b. Wall paintings= Monsanto, Pioneer

c. Dealer board = Monsanto, Pioneer

d. Kisan bags = KRIBHCO

e. Key chains = = Monsanto, Indogulf , Nuziveedu

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Contd.

• Dealer’s preference for selling a particular brand depends on demands

from farmer’s side and the profit margin they get.

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Field Demonstration at SAHARSA

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RECOMMENDATIONS

1. Farmer meetings should be performed before the starting of the season.

2. Ground work should be properly done and the sales force need to be

increased.

3. Promotion of the product be done in local markets and haat bazaars.

4. INDOGULF had done its promotion by the gas balloon which can be used

by KRIBHCO.

5. Jeep campaigning before the starting of the season is very important;

especially around September- October.

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Contd.

6. Gifts and coupon system to the farmers as well as dealers should be

done .

7. Sales return policy is very important.

8. Field visits and Field demonstrations should be increased.

9. Publicity programmes should be effective and regular.

10. Proper complain handling and customer relation be maintained.

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Contd.

11. Field trials and Demonstrations of product will help in convincing the

growers about the results and effects of product.

• This will be a PULL STRATEGY for the new varieties.

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CONCLUSION

1. As the awareness pattern seen in the market, KRIBHCO should try to

organize more and more farm meets, more work in fields and

communicate directly to show their presence in market and gain their

confidence.

2. Progressive farmers should be awarded with rewards.

3. Advertising through local newspaper, T.V and radio, wall paintings etc.

4. Sales officers, dealers should be given rewards and attractive incentives on

Target achievements.

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Contd.

• KRIBHCO should appoint distributor in potential parts rather than

concentrating them in one place. Brand should be placed in each and

every growing area with aggressive marketing i.e. Intensive distribution

methodology (a product is made available at all possible retail outlets)

should be used.

• BUSINESS TERMS: KRIBHCO should focus on business factors like

Schemes, Credit, Better Sales return and Timely Availability of Products to

motivate dealers and keep their interest in company.

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Thank you