prashant dharpure (1)

DHANUKA AGRITECH LTD

2011

3D PRODUCT COMPARISON OF DAL V/S BIOSTADT, PI & HCL IN

KADAPA, NELLORE & KHAMMAM DISTRICTS OF A.P SUMMER PROJECT REPORT

SUBMITTED BY

PRASHANT DHARPURE

PGDABM 2010-12

VAMNICOM, PUNE

PGDM-ABM

VAMNICOM, PUNE

PRASHANT

DHARPURE

PGDM-ABM

VAMNICOM, PUNE

PRASHANT

DHARPURE

PGDM-ABM

VAMNICOM, PUNE

SUBMITTED TO

Mr. M.N. RAO

BUSINESS MANAGER

DHANUKA AGRITECH

LIMITED.

VAMNICOM, PUNE

DECLARATION

This is to declare that I, Prashant U. Dharpure, student of Post Graduate Programme in Agri- Business

Management (2010-20012 batch), VAMNICOM, PUNE have given original and authentic data,

information and maintained full confidentiality to the best of my knowledge in the project report title “3D

Product Comparison of DAL V/s Biostadt, PI & HCL in Andhrapradesh”

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.

PRASHANT U. DHARPURE

VAMNICOM, PUNE.

PGDM-ABM (2010-12)

VAMNICOM, PUNE

CERTIFICATE

This is certify that Mr. Prashant U. Dharpure is a Bonafide student of Post Graduate Diploma in Agri-

Business Management (2010-2012); VAMNICOM-Pune, and has participated as summer trainee in our

company for the period April- June. He has successfully completed her summer project entitled “3D

product comparison of DAL V/s Biostadt, PI & HCL in Kadapa, Nellore & Khammam districts of

A.P” towards the partial fulfillment of the his requirement for the course.

I wish him all success in future. I wish him all success in future.

Dated: Mr. M. N. RAO

Business Manager

Dhanuka Agritech Limited

VAMNICOM, PUNE

CERTIFICATE

This is to certify that Mr. Prashant U. Dharpure is a bonafide student of Post Graduate Diploma Programme in Agri- Business Management (2010-2012), VAMNICOM, Pune did his summer internship under my guidance. He has successfully completed his summer project entitled“3D product comparison of DAL V/s Biostadt, PI & HCL in Kadapa, Nellore & Khammam

districts of A.P’’ towards the partial fulfilment of his course. Date: DR. D. RAVI ( Faculty Guide )

Place:

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ACKNOWLEDGEMENT

I would like to extend my deep sense of gratitude to Dhanuka Agritech ltd. especially Mr. Kamal Kumar Sr.

general manager for giving me the opportunity to work in this company as summer trainee, which has been

a pleasant experience

I am also thankful to Mr. M. N. Rao (Business Manager) whose guidance and encouragement during the

course of this project has been valuable. My thanks are to Mr. M.K. Prasad (Zonal Manager) Dr. M.

Parashuramaiah, (Development Manager), Dhanuka Agritech ltd. whose valuable suggestions were of

immense help to me.

This summer project would not been started and much less completed without the encouragement and

support of many people, most notably the officials and staff of Dhanuka Agritech Limited, and all those

good and kind hearted person I met during these two month period.

I would specially like to thanks for Area manager Mr. Lokeshwar Reddy, Mr. V.Seshavali, Mr. Nagi

Reddy and Marketing Officer who helped me in primary and secondary data collection. My heartfelt

gratitude and appreciation goes to all distributors, dealers and officials whose patient answers to my queries

formed the foundation of my project.

I am also grateful to my programme director Mr. Anil Karanjkar & my faculty guide Dr. D. Ravi without

whose support this project would have not been complete. I wish to express my thanks to all my friends

especially Vijay Democrates,Vishal Lngayat, Dhnyanesh Pise, Sandip Dongare, who have been offering

advise and suggestions which were of great help to me.

I am also thankful to all VAMNIANS and faculty. I wish to thank all the respondents who were kind

enough to spend their valuable time for my project.

Lastly but most importantly I am greatly indebted to my parents who have been the sole cause for

my progress in life. Thank you my dear parents.

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EXECUTIVE SUMMARY

Title : “3D product comparison of DAL V/s Biostadt, PI & HCL in Kadapa, Nellore &

Khammam districts of A.P.’’

Organization : Dhanuka Agritech Ltd.

Reporting officer : Mr. M.N. Rao ( Business Manager)

Faculty Guide : Dr. D. Ravi.

Student Name : Mr.Prashant U. Dharpure.

The project is undertaken to compare 3D products of Dhanuka Agritech Ltd. in three districts of

Andhrapradesh. The districts allotted to me are Kadapa, Nellore, & Khammam. The study has done in two

parts i.e. dealers & farmers. Apart from these the market potential for PGP or Zymes has been evaluated

along with a tab on the competitors and their strategies.

The dealers were evaluated on some parameters viz. Annual Turnover, Relative coverage of different

competitor in market, % of dealers promoting or not promoting zymes, Credit Period ,Credit sales as % of

total sales, Margin ,Market Analysis of 3D products & their competitors, Preferred Schemes/ Gifts, Major

constraints in selling 3D Products ,Most imp. Promotional activities, Satisfaction level of Dealers.

Further these dealers and retailer are very strong in their loyal customer base because of their personal

rapport with farmers and the credit leverages offered by them to their customers.

On financial aspects all the markets are highly credit-oriented. The socioeconomic profile of the farmers is

poor and because marginal land holdings, their repaying capacity and risk bearing ability is less. This is the

reason that most of farmers take the inputs on credit and clear the accounts after the cropping season and

thus the money that circulates between the company and end-users remains blocked as long as the length of

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cropping season. Though dealers accept that the credit period to clear their accounts to distributors is of 15

days but they are not able to clear the whole amount within the stipulated time as at an average more than

40% of dealers are forced to do the business on 60% or more credit sales.

The report also puts some light on farmers perception about 3D products by asking some questions on

following parameters viz Perception of Farmers about DAL, Biostadt, PI & HCL, Factors influencing

buying behavior of farmers, satisfaction Level of farmer

Farmers have very less knowledge about Zymes and these are the dealers who recommend the product and

give some consultancy. So it will be good to motivate them through giving some training on crop

management practices. The results show that at an average 75% dealers are interested to promote PGP and

hence it is easy to develop the market for PGP. Among the factors which motivate dealers to promote 3D

products, better quality of the product is ranked first by dealers. Then it is the effect of Zymes on

maintaining the soil fertility and reducing the effect of indiscriminate use of fertilizers on soil. Fieldwork

ranked second followed by better margin on PGPs, Demand of 3D products is one of the main constraints

in selling. High price is the main reason followed by packaging, promotional campaign & supply of the

products for not selling the Zymes

Many competitors are working at dealers’ levels mainly and very less work is going on at farmers’ level

that is the gap left by the competitors. The perception of dealers and farmers about these local

brands on the basis of assurance, responsiveness, empathy and reliability is average and some dealer

promotion scheme and farmer level extension activities as suggested in the action plan can help the

company to consolidate its business. The results indicate that Field demonstrations as best way of

popularising the 3D products as we can show the results and influence many farmers to use our

product after convincing them. In case of farmers, quality & price of the product are the main

reasons of influencing buying behavior of farmers. The study has done about perception of farmers

towards DAL & its major competitors viz Biostadt, PI & HCL

.

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The corporate image of DAL is also evaluated on the basis of product quality, pricing, promotional

campaign, packaging and fieldwork. The results show that it is having a high-perceived image in product

quality but the response on other four parameters is not satisfactory, which shows a scope to improve

further

The suggestions made to grow the business can be fruitful for the company and the action plan

suggested in a step-by-step manner to enter the market will definitely bring a profitable future. The

study also addresses the perceived image of DAL from dealers’ point of view so as to identify the areas

for improvement to prepare a loyal network of dealers who can be true partners for the company.The

study also addresses the views of the end users.

Finally the study concludes with the action plan to develop market for 3D products in a step-by-step

manner for a long-term relationship with custome

Table of Content:

Sr.

NO.

CHAPTER PARTICULARS PAGE NO.

1 CHAPTER- 1 DECLARATION 2

2 CHAPTER- 2 CERTIFICATES 3

3 CHAPTER- 3 ACKNOWLEDGEMENT 5

4 CHAPTER- 4 EXECUTIVE SUMMARY 6

5 CHAPTER- 5 INTRODUCTION 10

6 CHAPTER- 6 RESEARCH DESIGN & METHODOLOGY, DESIGN, AREA OF

STUDY

12

7 CHAPTER- 7 INTRODUCTION ABOUT AREA 17

8 CHAPTER- 8 COMPANY PROFILE 22

9 CHAPTER- 9 FINDING ABOUT ZYME MARKET IN ANDHRAPRADESH 28

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10 CHAPTER- 10 FINDING ABOUT ZYME MARKET IN KADAPA, NELLORE &

KHAMMAM DIDTRICTS OF A.P.

30

11 CHAPTER- 11 DATA ANALYSIS & INTERPRETATION 33

12 A) KADAPA 35

13 B) NELLORE 59

14 C) KHAMMAM 81

15 CHAPTER- 12 TIME MANAGEMENT MATRIX 101

16 CHAPTER- 13 SWOT ANALYSSIS 104

17 CHAPTER- 14 SUGGESTION TO GROW BUSINESS 105

18 CHAPTER- 15 FINDINGS OF THE STUDY 109

19 CHAPTER- 16 RECOMMENDATIONS AND SUGGESTIONS 110

20 ANNEXURE 112

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INTRODUCTION

Agriculture, inspite of its contribution of 14.8% to Indian GDP still provides bread and butter to 70% of

Indian population but its dependence on monsoon is nothing but a stark reality. The effect of bad

monsoon is not only felt at farmers’ level but also by the agri-input industry. Adding to this problem,

the increase in competition due to opening of the economy, increasing concerns about environmental

and soil pollution and onslaught by the local companies with their cheap brands have turned the market

into a battle ground where all the Indian companies and MNCs have to strive hard to get their share of

shrinking pie. To cope with the situation the companies must show competence in reducing the

marketing costs along with increase in sales. This can be done only if the companies have access to

right information from the market. Using this information, decisions at the strategic and tactical level

can be taken to increase the profit of the organization and to use the available marketing resources

efficiently.

Corporate or brand image is the essence of all experiences, thoughts and feelings about a company. A

successful brand image can drive a premium pricing and create barriers to entry for competition by

strengthening the loyalty of customers for any company. In fact marketing is battle of perceptions not

products the real driving force for any company in present competitive arena is recognition and

perception of its image.

In this present context the aim of marketing is therefore to address the need of the customers, the

creation of value through incorporating them into plans and later supporting them with a lasting

satisfaction programs.

Zymes being the new generation molecules and one of the latest biotechnological innovations in

agricultural field do not have a considerable

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Share in the mindset of end users. To keep in pace with new generation molecules, there is a need to

analyze the trend of various brands in the market, the prevailing market environment, need of the end

users along with the channel members will help the company in knowing the potential market. Here lies

the need of selecting such channel members who can be assets for the company and going ahead, a true

partner for the company.

Since it is very difficult to develop a separate niche on product front so it becomes imperative for any

company to start focusing on the base of the pyramid of the market viz.farmers dealers and the staffs

working with the ground operation. The company that will hone the aforesaid aspects will experience

the sweet taste of success.

The aim of agri-input companies must now be changing the purchasing behavior of the end users for

their products. The buying decision still mostly continues to be in dealers’ shops but now it has to be

changed to preconceived decision. The customer when comes to the shop should ask for a particular

product of a particular company. Thus creating brand awareness is what is required for doing business.

Therefore creating high recognition and powerful perception is the key to success.

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RESEARCH DESIGN AND METHODOLOGY

RESEARCH DESIGN:

After the objectives of the survey were well defined, the descriptive research design was decided to

be taking up. The research was of survey type and so immense importance was given on the technicalities

of sampling the method of constructing questionnaires, interviewing the respondents, editing, coding, and

tabulation of data and the statistical techniques to analyze data.

SCOPE:

The study was carried out in the Andhrapradesh which is top most producer of the paddy in India.

To analyse 3D brands of DAL Vs PI, Biostadt & HCL.

OBJECTIVES :

Present study aim to understand product & schemes of 3D products.

1. To know the Brand Value

2. To know the Schemes

3. To know Dealers Margins

4. To know Field Promotion Methods

5. Finally, Triple 3D Sale.

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IN-DEPTH STUDY OF 3D PRODUCTS COMPARISION OF DAL Vs COMPETITORS.

A. COMMERCIAL ACTIVITIES :

1. Study the strategies adopted by competitors in 3D products brand promotion.

2. Analyze the schemes and study pros and cons of competitor’s schemes in 3D brand promotion.

3. Inputs if any to motivate PDs / Distributors in promotion of 3D products over competition.

4. Role of early placement and commitment taking with gifts [i.e. binding dealer with quantity] and

time period when this is done.

Maximum Credit Facility from 3 companies for 3D & FGO system [if any]

B. BRAND PROMOTION :

1. Any specific differences between DAL Vs other two companies in promoting the products at field

level and mass media promotion.

2. In-depth study of the Literatures / Folders / Posters offered by other 3 companies Vs Dhanuka

.3. Evaluate what are the more effective extension activity tools adopted by competitors in 3D brand

promotion.

4. Any specific suggestion / study to reach the farmer’s for easy brand recall.

C. 3D PRODUCTS QUALITY

1. Study the efficacy of 3D products / opinion of farmers on 3D products over competition.

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D. STUDY OF 3D PRODUCTS PACKING

1. Significant differences in pack design / packing colours/packing wrapper content etc.

CONCLUSIONS:

A.Find out any key commercial offerings to the trade for improving the volumes.

B. What improvement regarding Field Promotion / POP you suggest for improving overall

performance of 3D products in-lieu-of our competition.

C. Find out farmers perception of the 3D products quality.

D. Where do we stand in terms of 3D packing compared to our competitors?.

QUESTIONNAIRE:

The questions were both open and close ended in nature. The questions were framed in simple

language and caring was taken regarding the order in which they were arranged, so that initially a good

rapport can be developed between the interviewer and the respondent.

SCALING TECHNIQUES:

The scaling techniques used were of ordinal type in which ranking of different proposition was

asked. The five-point scale was employed for rating of information sources, decision-making factors, and

expectations from company.

SOURCE OF INFORMATION:

Primary source of information

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SAMPLE SIZE

Markets

covered Crops

No of

farmers

covered

No of

Dealers

covered

No.of

MO &

DD

Kadapa Pulivendula,

Proddatur,

Mydukur,

Jamalmadgu,

Kadapa,

Raychoty,

Paddy,

Bengal gram

Banana,Citru

s,

19 23 3 M.O.

Nellore

Kaligiri,

Udaygiri,

Vinjmur, Kavali,

Allur, Gudur,

Kota, Nellore.

Paddy, Chilli,

Vegetables,

28 37 4 M.O.

2 DD

Khamm

am

Sathupalli,

Kullur, Vaira,

Karepally,

Khammam

Paddy,

Vegetables,

Chilli, mango

7 21 4 M.O.

1DD

Total 54 81

Personal interviews of Farmers, PDs/distributors/dealers and Marketing officers.

Discussion with Area manager of project areas.

Discussion with experienced Dhanuka loyal preferential dealers (PDs).

Discussion with marketing officials of competitor companies(Non Disguised)

secondary source of information

Company literature

Product details from the company brochures.

Indiastat database for zyme and pesticides related information

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INTERVIEWING:

The dealers and Farmers were interviewed to get as best as possible from them to fulfill the

objectives for which the research was taken up. In some cases they were interviewed in groups and in some

cases individually.

Apart from dealers & farmers, field staffs of different companies were also purposefully visited and

open discussions were carried out to get more information about the market and also for cross checking the

responses of dealers & farmers

DATA ANALYSIS:

The data thus obtained was properly decoded and used for analysis. The data was analyzed in MS Excel

and SPSS.

LIMITATIONS OF THE STUDY

1. Few Dealers & Farmers were biased in responding to the questions, as some of them were having

good relations with Marketing officer accompanying during survey.

2. Language is one of the barriers in getting information & for proper communication.

4. Time constraint was one of the limitations

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AREA OF STUDY

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State profile of Andhra Pradesh:

Andhra Pradesh is the fourth largest state in India with an area of 27.4 million ha. About 40% of the

area (10.9 million ha.) is the net cultivated area and around 70% of the population depend on

agriculture.. The state has 23 districts classified under three regions viz. Telangana (10 including

Hyderabad), Coastal Andhra (9 districts) and Rayalaseema (4 districts).

The state has tropical to subtropical climate. Humid to semi-humid conditions prevail in the coastal

area, while in the interiors of the state the climate is arid to semiarid. . The major crops grown here

include paddy, sugarcane, oilseeds, beans, and pulses (edible seeds from crops such as peas, lentils, and

beans). Agriculture plays a vital role in the economy of the state.

The diversified agro-climatic conditions have endowed the state with vast potential for the

development of horticulture and plantation crops. The state ranks second in the country in the

production and extent of area covered under fruit crops, next only to Uttar Pradesh. The area under

horticulture crops in the state increased substantially from 0.37 m ha during 1982 to 1.38 m ha during

2001, recording an average annual growth of 7.1%.Irrigation is the most important input for

agricultural production, besides soil and seed. The state is blessed with many major rivers, the most

important being Godavari, Krishna, Vamsadhara and Pennar.

The proposed coverage under different sectors are agriculture – 0.487 lakh ha covering crops viz.,

oilseeds, pulses, maize, cotton, tobacco etc; horticulture – 1.41 lakh ha covering crops viz., fruits,

vegetables, flowers, spices, medicinal and aromatic plants, plantation crops etc; sericulture – 0.246 lakh

ha under mulberry crop; and sugar – 0.338 lakh ha under sugarcane crop.

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Andhra Pradesh & Agriculture

Andhra Pradesh is largely dependent on agriculture. About 70 percent of the total population

depends on farming, and it is one of India's main rice-producing states.

Total Geographical Area - 274 L.Ha

Gross Cropped Area - 134 L.Ha

Gross irrigated area - 60 L.Ha

Net Irrigated area - 44 L.Ha

Gross rainfed area - 74 L.ha

Net Rainfed area - 64 L.ha

Work force in agriculture - 217.22 Lakhs

Agro Climatic Zones - 9

No.Of Farm Holdings - 120.44 lakhs( 1.20 ha/holding)

The state has a tropical climate with moderate diffusion to sub-tropical weather. Semi

humid conditions are prevailed in coastal areas.

The category of soil in the state ranges from poor coastal sands to highly fertile deltaic

alluvium. Black soils cover 25 % of the total cultivated land and the alluvial loamy clay soils found

in Krishna and Godavari deltas cover 5% of the cultivated area. The coastal sands occupy only 3%

while the remaining 1% is covered by laterite soils in certain pockets of the State.

Red Soils:69%

Black Soil:18%

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Alluvial Soils:10%

Delta Soils:14%

54% Soils subjected to soil erosion

57% Soils are Low in N, 80% Low in P and 3% Low in K.

49% Soils Low in Zn

50% Red soils Low in Sulphur

8.3 lakh ha soils affected with salinity & alkalinity

Andhra Pradesh has a good potential for horticulture and has about 1.53 million hectares of area

covered under horticulture crops. The total production of horticulture crops is 11.30 million tons in

addition to 1052 million coconuts. Andhra Pradesh is the second largest producer of fruits and

vegetables in India and it produces more chillies, turmeric and oilpalm than any other state..

The horticulture sector is expected to account for 10 per cent to 15 per cent of the state’s gross

state domestic product in the next 10 years, growing at an average rate of 15 per cent. Growth is

expected to come mainly from exports and inter-state trade. The horticulture sector in particular,

offers maximum scope on moving up the value chain.

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INFORMATION ABOUT PROJECT AREAS

KADAPA:

Kadapa is having a geographical area of 15400 sqkms. The district is having an average annual rainfall of

874 mm.Net cropped area of the district is 405000 ha.Net irrigated area is 142000 ha. Bananas, Mango,

Citrus, Vegetables are grown under drip irrigation.

NELLORE:

The total geographical area of the District is 13.16 lakh Hectares. Of this 41.3% alone is cultivable area

while 18.7% is forest area. Agriculture is the main occupation of the people of the district. The principle

crops which are grown in Nellore are Paddy, Jowar, Bajra along with Tobacco, Chillies, Groundnut, Sugar

Cane

KHAMMAM:

Khammam is having a geographical area of 16000 sqkms. The district is having an average annual rainfall

of 1540 mm.Net cropped area of the district is 456000 ha.Net irrigated area is 189000 ha. Bananas, Mango,

Sugarcane, Vegetables are grown under drip irrigation.

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INTRODUCTION ABOUT ORGANIZATION

INTRODUCTION

The Dhanuka Group has been one of the leading groups of companies engaged in manufacture of

pesticides for last 26 years. This success is the result of their adherence to international standards and

efficient practices in every aspect of their operations. The company is known for its quality consciousness

and its safe and eco-friendly products. After 26 years of experience, the Group has emerged as a prominent

player in pesticides market.

The group is having its flagship brand Northern Minerals Ltd., which was acquired as a sick unit in

1980 and at present, it has turned into a high turnover company. Dhanuka Pesticides Ltd., its own company

is also a highly respected company for its technical grade pesticides.

In 1984, the Group established its R & D unit named Dhanuka Agriculture Research Centre, to

boost its research, and it is recognised by Ministry of Science and Technology, Government of India.

In the year 1992 it acquired another sick unit called Rajasthan Insecticides and Fertilizers Co. Pvt.

Ltd. which is mainly in the business of dust formulations.

Dhanuka pesticides Ltd entered into a series of technical tie-ups with Japanese MNCs for its

objective of achieving continuous improvement and making available wide range of products to the farming

community. It has tie-ups with companies like Takeda Chemical Industries Ltd. Japan, Mitsui Chemical

Inc. Japan, Hokko chemical Ind. Co. Ltd, Japan. Northern Minerals Ltd also got technically tied-up with

Uniroyal Chemical Company, U.S.

The group has a vision of prosperity of farmers through excellence and has corporate mission of life

enrichment through science.

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The Group has established a fair network of distributors, dealers and retailers around the country,

supported by the branch offices in major states. The company is also having their own marketing and

development staff, techno-commercially qualified, trained, and serving around the country.

DIVISIONS

At present Dhanuka has presence in three divisions as follows

PESTICIDES DIVISION

PHARMACEUTICAL DIVISION

SEEDS DIVISION

COLLABORATIONS

Name of The Company Products

Sumitomo Chemicals Takeda Agro Co. Ltd.,

Japan

Cartap hydrochloride, with brand Caldan

4G,Caldan 50SP

Mitsui chemicals Inc.,Japan Etofenprox with brand Nukil 10 EC

Nissan Chemical Ind., Japan Quizalofop Ethyl with brands Targa super ,

Phenthoate and Dhanusan

FMC corporation, USA AAATANK with brand MARKER

,DANFURON

Hokko Chemical Ind. Co. Ltd., Japan Kasugamycin , with brand Kasu-B

Uniroyal Chemical Company Inc.,US Carboxin, brand Vitavax,

Oxycaboxin,Plantvax and Difflubenzuron

E.I.DuPont Nemours &co. inc.,U.S Methomyl, brand Dunet 12.5 L

Yara International, Norway Samadhan

Sorce: www.dhanuka.com

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FACTORY SITES

GURGAON (1980): is 27 years old facility. This multipurpose facility is one of the best in India. Equipped

with specialized equipment and high degree of sophistication for various formulations.

SOHNA (1985): World class facility with tie ups with foreign collaborations. Has largest granule making

capacity with best safety standards

SANAND (2003): Capacity enhancement for ever growing Indian demand

JAMMU (2007): 586 KM FROM New Delhi- An upcoming green field projects to enhance our core

strength in formulations for contact manufacturing

SUCCESSFUL RELAUNCH

Carboxin Chemtura Corporation, USA

Ethofenprox Sumitomo Chemical Takeda Agro Company Ltd, Japan

Diflubenzuron Chemtura Corporation, USA

Cartap Hydrochloride Sumitomo Chemical Takeda Agro Company Ltd. Japan

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DOMESTIC MARKET

Dhanuka has been a forerunner when it comes to its domestic market. India is a vast market of

agrochemicals and still at instauration. While the other domestic companies are trying to survive in the

highly globalised market, Dhanuka is one of the domestic companies who have made its mark by constantly

offering its quality products to the farming community. As it is a Delhi based company it has more

prominent market in Northern part as compared to the southern region

Quality of products is the biggest strength of the company followed by its product range. On this platform,

the company is not only going to survive in the market but also going to flourish.

DHANUKA OFFER

Agro- chemical registration

Agrochemical registration facilitation

Expertise to develop dossier & data generation

Deep & huge distribution channel

Expertise in developing of sales and marketing of specially hi- end products.

Formulation development facilities.

Toll formulation capabilities.

Research facilities for testing and developing

DHANUKA SEEK

New molecule/products for India

Tie-ups for marketing of pesticides.

New seed varieties/hybrids for India &exports.

Tie-ups for research & development of seeds

Tie-ups for products registration & Development

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SALES OF THE COMPANY IN FY IN 2009-10

The company’s financials are regularly showing significant growth in turnover, profit, and PE Ratio and

giving excellent return to the share holders in terms of dividend. The company is enhancing its

manufacturing capacity at Sanand (Gujarat) and Udhampur (J&K) and also modernizing its plant with the

help of high tech machineries and plant automation.

For the nine months period ended December 31, 2010, the company recorded an increase in total income by

23.73% to Rs. 36,557.62 lacs from Rs. 29,545.60 lacs. The Net profit for the nine months period ended

December 31, 2010, increased by 46.69% to Rs. 3745.09 lacs from Rs.2553.05 lacs. For the financial year

2009-10 the company recorded an increase in total income by 21 % to Rs.40, 872.17 lacs from Rs.33,

741.99 lacs. The Net profit increased 57 % to Rs.3633.75 lacs from Rs.2320.06 lacs.

AWARDS

“National Safety award” 3 times “Quality Excellence Award” in 1992

“Swatantra Swarn Jyanti Udyog Vibhushan Award” in 1999 & 2002

“Rajat Jayanti Award” in 2000

“National Productivity Award” in 2004

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FINDINGS ABOUT ZYME:

Zymes are one of the latest innovations in field of biotechnology that is residue free, non-toxic,

ecofriendly and natural source of plant nutrition prepared from Norwegian seaweed

(Ascophyllumnodossum). So far these Zymes are not a familiar term for Indian farmers who are striving

for sustainable cultivation. The market development for Zymes is the biggest hurdle for any company.

Under new economy the market has become highly competitive and Charles Darwin’s principle of

Survival of the fittest is truly applicable in agri-input marketing. Moreover the purchase decisions,

which are made in the stores by ignorant farmers, clearly indicate the importance of channel members at

the lower end of marketing pyramid. So it is of utmost importance to select such channel members who

have the ability to promote the products of any company.

FINDINGS ABOUT ZYME MARKET

The zyme markets in all the districts under study are covered by numerous local brands. Among the

leading companies its Biozyme from Biostadt, Biovita from Pesticide India, Cytone+ & Cytozyme from

HCL , N-Bloom from NACL were observed in these markets. These zymes are sold as bio products that can

substitute the harmful effects of fertilizers on soil and also to increase yield and better quality of Produce.

So Zymes are positioned in this manner still the acceptability of zymes is very less because farmers are

economically weak, having negligible knowledge about biotechnological innovations in PGP category and

low risk taking capability without seeing the results of zyme application. So dealers suggested for more

field level demonstrations from Zyme companies.

VAMNICOM, PUNE

TURNOVER OF ZYMES IN ANDHRAPRADESH

The above graph shows that Anantpuram is the biggest market for zymes (Granules) in Andhrapradesh,

followed by Guntur, Kurnool, Karimnagar, East Godawari, West Godawari,Mahboobnagar etc. In Graph it

clearly indicates that Turnover of zymes(Gr) is less in Kadapa, Nellore & Khammam. Especially in Nellore

the turnover of Zyme(Gr) is very less.

0

20000

40000

60000

80000

100000

120000

140000

160000

180000

Kadapa

Nellore

Khamma

m

Nalgonda

Kurnool

R.R.Dist & Hyderaba

d

Nizamaba

d

Guntur

East Godawari

West Godawari

Karimnag

ar

Warangal

Anantpura

m

Mahboobnaga

r

Dhanzyme Gr 30000 1000 15000 15000 74000 25000 25000 60000 50000 20000 67000 20000 24000 22000

Biozyme Gr 15000 2000 1700 30000 51000 10000 30000 75000 2000 31000 20000 30000 17500 37000

Biovita Gr 30000 1000 3200 3200 30000 3000 10000 35000 48000 30000 20000 75000 38000

KG

Turnover of Zymes(Granules) in Andhrapradesh

VAMNICOM, PUNE

The above graph shows that Prakasham, Guntur & West Godawari are the regions which have highest

turnover in Andhrapradesh. From the graph we can conclude that in West Godawari Dhanzyme(L) is the

market leader. The opposite case we can find in Prakasham District where Dhanzyme has little bit

existence.

0

2000

4000

6000

8000

10000

12000

14000

Kadapa

Nellore

Khamma

m

Nalgonda

Chittore

Prakasha

m

Kurnool

Nizamabad

Guntur

East Godawari

West Godawari

Karimnagar

Warangal

Anantpura

m

Mahboobnaga

r

Dhanzyme L 2000 110 1000 1000 15 50 3375 1000 1000 1000 1350 1100 600 1100 830

Biozyme L 2600 6000 2200 4500 3000 1000 350 2000 1100 300 2500 4000 5000 2300 1500

Biovita L 1000 150 3800 5300 6000 1000 1000 8000 700 2500 3500 2500 2800 800

Lt

Turnover of Zymes(Liquids) in Andhrapradesh

VAMNICOM, PUNE

TURNOVER OF ZYMES IN KADAPA , NELLORE & KHAMMAM

In Kadapa District, Dhanzyme (Gr) turnover is highest among leading companies, followed by Biostadt &

Biovita. The major problem in this area is that farmer prefers Bio-Products of local companies, hence we

can see that the turnover of local companies is huge. Especially in Pulivendula market, this is credit

oriented market , hence sell is totally dependent on the dealers hand & as biocompanies giving hefty

margins to dealers , so they are promoting bio-companies products.

0

50000

100000

150000

200000

250000

300000

350000

400000

450000

Dhanzyme Gr Biozyme Gr Biovita Gr Other Granules

Kadapa 74000 51000 30000 445000

Nellore 1000 2000 1000 3000

Khammam 15000 1700 3200

Kg

Turnover of Zymes(Granules) in Kadapa , Nellore & Khammam

VAMNICOM, PUNE

In Nellore District, the demand for Dhanzyme(Gr) is very less & from the above graph we can conclude

that all the companies have less share in zyme category. In Nellore area most of the farmers are brand

conscious, so they prefer Biozyme.

In Khammam District, Dhanzyme(Gr) is the market leader followed by Pesticide India & Biostadt. The

demand for Zyme in this area is also less.

0

5000

10000

15000

20000

25000

Dhanzyme L Biozyme L Biovita L Other Liquid

Kadapa 3375 3350 1000 23700

Nellore 110 6000 150 140

Khammam 1000 2200 3800

Lt

Turnover of Zymes(Liquid) in Kadapa, Nelllore & Khammam

VAMNICOM, PUNE

In Kadapa District, Biozyme(L) is the brand. The turnover of Dhanzyme(L) & Biozyme(L) is nearly same.

Whereas farmers prefer Biozyme because of its Speciallity products & result they have got. In this market,

local companies sell more by giving more margins to dealers.

In Nellore District, Biozyme(L) is the market leader. The share of Dhanuka & PI is nearly equal & in this

market existence of local brand seems to be negligible.

In Khammam District, Biovita is the preferred brand amongst dealers & farmers ,followed by Biozyme &

Dhanzyme.

From the above graph , finally we conclude that among these districts , Kadapa has a potential in zyme (L)

category.

VAMNICOM, PUNE

DATA ANALYSIS

AREA WISE STUDY

The area wise study is presented under following headings in two parts as follows

DEALER

Annual Turnover

Relative coverage of different competitor in market

% of dealers promoting or not promoting zymes

Credit Period

Credit sales as % of total sales

Margin

Market Analysis of products

Dhanzyme- Gold

Dhanzyme- Liquid

Dhanzyme- Granule

Dhanuvit

Biozyme- Liquid

Biozyme- Granule

Biovita- Liquid

Biovita- Granule

Cytone+

Cytozyme

Preferred Schemes/ Gifts

Major constraints in selling 3D Products

Most imp. promotional activities

VAMNICOM, PUNE

Existing promotional & advertising activities of Dhanuka, Biostadt, PI & HCL.

Satisfaction level of Dealers

FARMERS

Perception of Farmers about DAL, Biostadt, PI & HCL

Factors influencing buying behavior of farmers

Satisfaction Level of farmer

VAMNICOM, PUNE

KADAPA

Kadapa is having a geographical area of 15400 sqkms. The district is having an average annual rainfall of

874 mm.Net cropped area of the district is 405000 ha.Net irrigated area is 142000 ha. Bananas, Mango,

Citrus, Vegetables are grown under drip irrigation. The main rivers that flow in Cuddapah district are

Penna, Chitravathi, Kunderu, Papaghni, Sagileru and Cheyeru. Agriculture is one of the main source of

occupation for the people who grow rice, jowar, cotton, turmeric, maize, arhar, chillies, sugar cane, sesame,

peanuts, and melons. The forests of the district provide timber including the rare sandalwood, which is

found only in this region, is the chief source of revenue for the state and nation.

There is demand of zyme product in this market. Dhanuvit is a sticking & wetting agent which has a

demand in this market. Most of the farmers uses it, but demand of Dhanuvit is more in Rainy season. The

competitors for Dhanuvit are Indotron from Indofil, Sandovit from Syngenta Silwet from Chemtura,

Agriwet from Asian biochemicals. Particularly in this market, local companies selling their bio-products in

a huge amount, which are main competitors of companies like Dhanuka, Biostadt & PI.

VAMNICOM, PUNE

This market has some diversification & on the basis of that it is divided in 3 major markets as follows

Kadapa ( Kadapa, Raychoty, Kazipeth)

Proddatur ( Proddatur, Jamalmadgu, Pulivendula)

Mydukur

Bio-companies which are main hurdles in selling 3D products are as follows

Shri Biotech

SK Biotech

Nova Agritech

JVR agri inputs

Tropical Agro

KPR

Heramba

SWAL

Prism crop care Pvt. Ltd.

Asian Biotech

Pragati Biotech

Lifeline crop care

Agatsya

Rande micronutrients Pvt. Ltd.

Flora Ferticare

HPM

Varsha Biotech

Kaveri Agri-biotech

Pratibha Biotech

New chemi.

VAMNICOM, PUNE

The Detailed study of this market are as follows.

DEALER STUDY

ANNUAL TURNOVER:

The above graph shows that 4% dealers are having their turnover more than 3 Crs, 39% having 1-3 Crs,

31% having 50lakh-1Cr & 26% having their turnover of 25-50 lakhs.

25-50 Lakh26%

50 lakh-1 Cr31%

1-3 cr39%

>3 Cr4%

Annual Turnover

VAMNICOM, PUNE

RELATIVE COVERAGE OF DIFFERENT COMPETITOR IN MARKET

In Kadapa areas, PDs of Dhanuka having dealership of following companies like Rallis , Bayer, HCL,

NACL, Biostadt, Syngenta, IIL, PI, Indofil, Makhthesham, CIL & other bio-companies like Multiplex,

Rande etc. Among these companies, the major part covered by NACL followed by Syngenta, Rallis,

Biostadt, Indofil, Makhthesham, PI, HCL & so on.

% OF DEALERS PROMOTING OR NOT PROMOTING ZYMES

0

20

40

60

80

100


Series1

91%

9%

Whether promote Zyme

YES

NO

VAMNICOM, PUNE

In Kadapa district 91% of the dealers are interested in promoting zymes and rest of the 9% are not

interested for zymes. The Dealers who deal in fertilizers and pesticides are found to take zymes as the

competitor for fertilizers and hence not promoting these. This graphs also gives a measure of dealer’s

awareness level and knowledge about PGPs. It is also clear that zyme market in Kadapa district is strong

where more than 9/10th

population of dealers is interested for zymes and promoting it.

CREDIT PERIOD

In Zyme market credit period plays an very important role in selling. As these products are slow moving

products , dealer prefer company which gives more credit period. The credit period of Dhanuka , Biostadt,

PI & HCL is 90,30,60,90 days respectively. Upto last year Dhanuka has 120 days credit period , but this

year it comes down to 90days.

0

20

40

60

80

100

DAL BIOSTADT PI HCL

Credit Period

Series1

VAMNICOM, PUNE

CREDIT SALES

Financial strength of dealers is evaluated on the basis of their total sales, cash: credit sales, average credit

period from company/ distributor, average credit period given by them to their customers and their

investment in business. In Kadapa, only Pulivendula market is credit oriented market. Other markets like

Proddatur, mydukur, kadapa are cash & carry type. The analysis of responses gives a clear picture of the

financial health of Kadapa market. More than 17% of dealers are doing their business at more than 60% of

credit sales, 8.6% more than 40% of credit sales & 34.7% more than 20% of credit sales.

MARGIN

0

10

20

30

40

0-20 20-40 40-60 60-80 80-100


0

10

20

30

40

50

60

Biostadt PI HCL DAL

Margin

<5 5-10 10-15 15-20 >20

VAMNICOM, PUNE

From the above graph we can differentiate that Biostadt gives less margin to dealers whereas HCL gives

more margin. The response differs from dealer to dealer.


Market analysis of products has done on 4 parameters are as follows

Product Quality

Packaging

Promotional Schemes

Extension Services

The detailed study & analysis of product by company wise are as follows.

DHANZYME- GOLD

In Kadapa District 85.7% respondent said the quality of Dhanzyme(Gold) is excellent, whereas 14.3% said

its very good. In case of packaging, 71.42% respondent said excellent & 28.57% said its very good. Then

0102030405060708090

Product quality Packaging Promotional schemes

Extension services

Dhanzyme Gold

Excellent

Very good

Good

Average

VAMNICOM, PUNE

we can conclude that Dhanzyme(Gold) has no problem in quality & packaging. The response got about

promotional schemes is not satisfiable , 14.28% said excellent, 28.57 said very good, 42.85 said good,

14.28 said average, So the the promotional schemes to be reframed. In case of extension services, 71.42%

said, 14.28%-very good & 14.28-good. So overall extension services seems to be good.

DHANZYME- LIQUID

The above graph shows that Dhanzyme(L) facing problem in packaging & some problems in quality. In

case of quality, 21.42 respondent said its excellent, 50% -very good, 21.42-good, 7.14-average. The

response got about packaging is like as 28.57% said very good, 35.71%-good, 21.42%-average, and

14.28%-poor as packaging of Dhanzyme(L) is not attractive. Like Dhanzyme(Gold) it’s also have

problems in promotional schemes. The extension services are good as response got that 51.02% said its

excellent, where as 48.88 said its very good

0

10

20

30

40

50

60


Extension services

Dhanzyme- Liquid

Excellent Very good Good Average Poor

VAMNICOM, PUNE

DHANZYME- GRANULE

In Kadapa area Dhanzyme (Gr) perceived as a very good product , so the response of dhanzyme(Gr) is

positive. 40% respondent said product quality is excellent, 50% -very good, 10%-good. In case of

packaging & promotional schemes 70% respondent said excellent, 30% -very good. For extension services

10% said excellent, 50% very good & 40% good. Brand image of Dhanzyme (Gr) is very good in kadapa

district.

DHANUVIT

0

20

40

60

80


Extesion services

Dhanzyme- Granule

Excellent Very good

0

20

40

60

80

Product quality

Packaging Promotional schemes

Extesion services

Dhanuvit

Excellent Very good Good Average

VAMNICOM, PUNE

Dhanuvit has also good brand image in Kadapa district. The above graph clearly indicates about dhanuvit

market. 77.7% respondent said excellent product quality, 16.6%-very good, 5.5%- good. In case of

packaging , 38.8% said excellent, 50%- very good, 5.5%- good & 5.5%- average. The packing of

Dhanzyme(L) & dhanuvit is same. In case of promotional schemes, 11.1% said excellent, 33.3%- very

good, 50%- good, 5.5%- average. In case of Dhanuvit, extension services are very good like Dhanuvit

magic show , so 55.5% respondent said excellent, 38.8%- very good, 5.5%- good.

BIOZYME- LIQUID:

The above graph clearly indicates that product quality & packaging are the main weapons of Biozyme(L).

Dealer sell it because it is the brand in this area, it doesn’t require convincing farmer & other reason is that

it has speciallity products like Bt- Special Biozyme, Chilli special, Paddy special, Biozyme crop+, Biozyme

vegetables etc. In case of product quality, 60% respondent said excellent, 30%-very good, 10%- good.

Packaging of Biozyme (L) is very attractive as 80% respondent said excellent 10% -very good & 10%-

good. Promotional schemes of Biozyme(L) is somewhat satisfactory. Biozyme(L) is weak in extension

services, as information got from dealers that Biostadt did huge promotional & advertising campaign at

time of introduction of this product in market & likethis they made it brand in this area.

01020304050607080


Extesion services

60

80

403030

10

30 30

10 10

3020 20

Biozyme- Liquid


VAMNICOM, PUNE

BIOZYME- GRANULE

In case of biozyme(Gr) product quality is excellent. As the response got 85.71% said excellent, 14.28% -

very good. Packaging of biozyme(gr) is also excellent, 71.42% said excellent, 28.57%-very good. Biostadt

is weak in promotional schemes in this area.

BIOVITA- LIQUID

0102030405060708090


Extesion services

85.71

71.42

42.85

14.28

28.57 28.57

14.28

Biozyme- Granule


0

20

40

60

Product quality


Extesion services

40 40

20

40 40 40

2020

60

20

60

Biovita- Liquid

Excellent Very good Good

VAMNICOM, PUNE

The share of Biovita(L) in this market is very less compared to Dhanzyme & Biozyme. The graph shows

that 40% respondent said excellent to product quality, other 40% said very good & remaining said good

quality. In case of packaging, 40% said very good & 60% said good. The promotional schemes of

biovita(L) is satisfactory. In case of extension services it is far behind of Dhanzyme(L) in this area.

BIOVITA- GRANULE

Biovita is 3rd

no. brand in this area after Biozyme & Dhanzyme. The product quality of of Biovita is

supposed to be somewhat good. The response about Biovita is limited, 100% said that product quality &

packaging of biovita is very good. Promotional schemes are satisfactory. Extension services of Biovita in

this area is very less.

0

20

40

60

80

100

Product quality


Extesion services

50

100 100

50

100

Biovita- Granule

Excellent very good Good

VAMNICOM, PUNE

CYTONE+

The demand of cytone+ in this market is very less. HCL is doing their sell by pull strategy. They give more

margins to dealers compared to Dhanuka, Biostadt & Biovita. The above graph shows that 20% respondent

said Excellent, 20% very good 40%good & 20% average. In case packaging, 40% respondent said excellent

& 60% said very good. Promotional schemes of cytone+ is like biovita. The negative response got about

Cytone+ is in Extension services, 60% respondent said good, 20% average & 20% poor. HCL(zyme) sell in

this market is negligible. Many times staff of HCl do hand selling.

0

10

20

30

40

50

60


Extesion services

20

40 40

20

60

4040

20

60

20 20 20

Cytone+

Excellent Very good Good Average poor

VAMNICOM, PUNE

CYTOZYME

The above graph shows that HCL lacks in Extension services. The response got about Cytozymeas follows,

60% respondent said quality is very good, 40% good. In case of packaging, 40% said excellent, 40% very

good & remaining said good. Promotional schemes of cytozyme is satisfactory.

0

10

20

30

40

50

60


Extesion services

40 40

60

40

20

40

20

40

60

20 20

Cytozyme


VAMNICOM, PUNE

REASONS FOR PROMOTING 3D PRODUCTS

The analysis highlights the motivational factors for the dealers to promote 3Dproducts. so quality proves to

be the best strength of 3Dproducts followed by field work. The retailers who say they promote 3D products

for its margin dominate third rank.

REASONS FOR NOT PROMOTING 3D PRODUCTS

0

20

40

60

80

Quality Demand Margin Field work

Reasons for promoting 3D products


0

10

20

30

40

50

60

Rank 1 Rank 2 Rank 3 Rank 4 Rank 5

Reasons for not promoting 3D products

Price Packaging No proper supply No promotional compaign

VAMNICOM, PUNE

Price of the product is the main reason for not promoting it followed by packaging. So these two reasons

are the prime issues of concern. At first rank 47.8% dealers consider the higher price of the product, 8.7%

dealers consider packaging & 4.3% consider no proper supply. At second rank 47.8% consider price, 21.7%

consider packaging, 8.7% consider no proper supply, whereas 4.3% consider no promotional campaign. At

third rank , 47.8% consider packaging , 4.3% consider no proper supply. So from this we can conclude that

price of product & packaging are the main concerns for not promoting 3D products.

PREFERRED SCHEMES/ GIFTS

Dealer’s preference for gifts/schemes varied widely, dealers were asked to

select one option. Credit notes, foreign trips & dealers gift has got same share of 26.1% each, whereas

scratch card rank fourth having 21.7% share.

19.020.021.022.023.024.025.026.027.0

Credit notes Scratch card Foreign trips Dealers gift

26.1

21.7

26.1 26.1


Series1

VAMNICOM, PUNE

MAJOR CONSTRAINTS IN SELLING 3D PRODUCTS

There are several constraints for selling 3D products in Kadapa market. Among them above

four found to be most important. Low demand of 3D products is the major constraint in selling

3D products followed by Insufficient promotion. High price & unawareness amongst farmers

has got same share. Intensive awareness campaigns through field demonstrations and

continuous farmer contact programmes through various activities like Dhanuvit magic show

will help in creating awareness for 3D products and also to maintain good farmer base.

.010.020.030.040.0

Low demand High price Insufficient promotion

unawreness amongst farmers

30.421.7

26.121.7


Series1

VAMNICOM, PUNE

MOST IMP. PROMOTIONAL ACTIVITIES

Considering these all above factors like constraints in selling 3D products,

farmers buying behaviour dealers were asked for what could be the best promotional

activities for popularizing 3D products. the results indicate that Field demonstrations as best

way of popularising the 3D products as we can show the results and influence many farmers to

use our product after convincing them. The second important promotional activity is Jeep

campaign followed by village meetings & poster & banners.

.0

10.0

20.0

30.0

40.0

50.0

60.0

Field Demo Jeep Compaign Poster, Banners Village Meetings


Series1

VAMNICOM, PUNE

EXISTING PROMOTIONAL & ADVERTISING ACTIVITIES OF DHANUKA,

BIOSTADT, PI & HCL

The above figure shows that Dhanuka & Biostadt are good at promotional & advertising activities in

Kadapa Districts, whereas Pesticide India & HCL is weak in these activities. Field day, Village meetings,

demonstrations & mass campaigns are the important promotional & advertising activities among all

0

20

40

60

80

100

Existing promotional & advertising activities of Dhanuka, Biostadt, PI & HCL

DHANUKA BIOSTADT PI HCL

VAMNICOM, PUNE

SATISFACTION LEVEL OF DEALERS

The above figure shows satisfaction level of dealer. In this market, 4% dealers are highly satisfied which

means that they are loyal to company. 44% satisfied & 52% are somewhat satisfied which means they are

not completely happy with services & policies of company.

4%

44%52%


Highly satisfied Satisfied Somewhat satisfied

VAMNICOM, PUNE

FARMERS:

PERCEPTION OF FARMERS ABOUT DAL, BIOSTADT, PI & HCL

The above figure explained about perception of farmers about DAL & its competitors.

In product quality, Biostadt rank first followed by DAL, PI & HCL. The quality of HCL is not good.

In Extension services, DAL ranks first followed by Biostadt, PI & HCL.

In case of packaging, Biostadt rank first followed by PI, DAL & HCL.

From above analysis we can conclude that Farmer perceives Biostadt as very good product & in

zyme category Biozyme became the identiy.

0

20

40

60

80


DAL Product Quality DAL Extension services DAL Packaging

Biostadt Product Quality Biostadt Extension services Biostadt Packaging

PI Product Quality PI Extension services PI Packaging

HCL Product Quality HCL Extension services HCL Packaging

VAMNICOM, PUNE

FACTORS INFLUENCING BUYING BEHAVIOUR OF FARMERS

There are several factors which can influence farmers in buying 3D products.

The above five factors come out to be the most influencing factors among surveyed

farmers. Farmers were given option to tell one factor. About 36.8% of farmers said price of the

product is prime importance followed by quality of product ranks 2nd

which constitute 31.6%.

The 3rd

important factor is field staffs which constitute 21.1%. Dealers influence and company

image also constitute important as dealer will influence the first time buyers

.0

10.0

20.0

30.0

40.0

Price of the

product

Quality of the

product

Dealers say

Company image

Field staff

36.831.6

5.3 5.3

21.1

Factors influencing buying behaviour of Farmers

Series1

VAMNICOM, PUNE

SATISFACTION LEVEL OF FARMER

The above figure shows the satisfaction level of farmer. 21% farmers are highly satisfied

with3D products of Dhanuka. Farmers in this categories are loyal customers of Dhanuka. 42%

farmers are satisfied, 21% somewhat satisfied & 16% dissatisfied. The company persons

should have to find out the reasons why they are dissatisfied as to keep customer is easy than to

make.

21%

42%

21%

16%


Highly satisfied satisfied Somewhat satisfied Dissatisfied

VAMNICOM, PUNE

SUGGESTIONS FROM THE RESPONDENT

DEALERS

Price of the product should be competitive.

Packing of Dhanzyme(L) should be change

Dealer tours should be arrange on the basis of turnover.

Crop-wise packing should be introduce as Biozyme having it.

Field activities like demonstration, village meetings , mass campaigning etc. to be

increase.

Price of Dhanzyme(gold) is high , the price to be reduce.

Margin should be more.

FARMERS

Farmers gift to be give as Biostadt giving i.e. Biozyme bag -1 T-shirt/ Umbrella

Price to be reduce.

Regular field visit of staff should be arrange, as they are coming seasonally.

Quality of Dhanzyme(L) should be improve.

VAMNICOM, PUNE

NELLORE

The total geographical area of the District is 13.16 lakh Hectares. Of this 41.3% alone is

cultivable area while 18.7% is forest area. Agriculture is the main occupation of the people of

the district. The principle crops which are grown in Nellore are Paddy, Jowar, Bajra along with

Tobacco, Chillies, Groundnut, Sugar Cane.A variety of agro based Industries such as rice bran

oil plants, sugar factories, rice and paraboiled rice mills have come up. As Nellore has a long

coast line, farmers have a good time in the aquaculture

Nellore District has less demand of zyme. Farmers are not ready to use zyme/ PGP products.

The demand of zyme granules as well as liquid is less in this market. The main leading company

in zyme category is Biostadt. Farmer prefers it , because of brand & result. To develop this

market, DAL has introduced some schemes like

VAMNICOM, PUNE

3D PRODUCT SCHEMES:

o 1 Ton Dhanzyme (Granules)- 80 gm silver

o 30 Lit Dhanzyme (Gold) -80 gm silver

o 50 Lit Dhanzyme (Liquid) – 80 gm silver.

Nellore market is divided into four territories.

Nellore

Kavali

Gudur

Kalagiri.

The Detailed study of this market are as follows.

DEALER STUDY

ANNUAL TURNOVER:



25-50 lakh24%

50 lakh-1Cr38%

1-3Cr27%

>3 Cr11%

Annual Turnover

VAMNICOM, PUNE


In Nellore area, PDs of Dhanuka having dealership of following companies like Rallis , Bayer, HCL,

NACL, Biostadt, Syngenta, IIL, PI, Indofil, Makhthesham, CIL. . Among these companies, the major part

covered by Rallis followed by Bayer, HCL, NACL, PI, Makhthesham & so on.


.010.020.030.040.050.060.070.080.090.0

100.0


Series1

VAMNICOM, PUNE

In Nellore district 84% of the dealers are interested in promoting zymes and rest of the 16% are not

interested for zymes. This graphs also gives a measure of dealer’s awareness level and knowledge about

PGPs. It is also clear that zyme market in Nellore district is comparatively less than Kadapa district, where

more than 8/10th

population of dealers is interested for zymes and promoting it.

CREDIT SALES

84%

16%

Whether promote PGP

Yes No

0

20

40

60

0-20 20-40 40-60 60-80 80-100

10.8

40.529.7

16.2

2.7


Series1

VAMNICOM, PUNE

More than 2% of dealers are doing their business at more than 80% of credit sales, 16.2% more than 60% of

credit sales, 29.7% more than 40% of credit sales, 40.5% more than 20%.of credit sales. So this shows that ,

most of the dealers sell on credit basis to farmers.

MARGIN

From the above graph we can differentiate that Biostadt giving good margin to dealers whereas DAL gives

comparatively less margin to dealers. In this area also, HCL is giving more margin to dealers.



Product Quality

Packaging

Promotional Schemes

Extension Services


0

20

40

60

80

100

<5 5-10 10-15 15-20 >20

Margin

Biostadt PI HCL DAL

VAMNICOM, PUNE

DHANZYME- GOLD

In Kadapa District 87.5% respondent said the packaging of Dhanzyme(Gold) is excellent, whereas 12.5%

said its very good. In case of product quality, 50% respondent said excellent & 37.5% said its very good.

Then we can conclude that in this area also Dhanzyme(Gold) has no problem in quality & packaging. The

response got about promotional schemes is not satisfiable , 12.5% said excellent, 50% said very good, 25%

said good, 12.5 said average, So the the promotional schemes to be reframed. In case of extension services,

25% said excellent & 75%-very good. So overall extension services seems to be good.

DHANZYME- LIQUID

0

20

40

60

80

100

Product Quality


Extension services

50

87.5

12.525

37.5

12.5

50

75

12.525

DHANZYME- GOLD


020406080

100

Product Quality


Extension services

6.6 6.6

33.333.3

8066.660

86.6

13.36.6 6.6

DHANZYME- LIQUID


VAMNICOM, PUNE

The above graph shows that Dhanzyme(L) facing problems in packaging as well as in quality. In case of

quality, only 6.6% respondent said its excellent, 33.3% -very good & 60%-good. The response got about

packaging is like as 6.6% said excellent, 86.6%-good & 6.6%-average, as packaging of Dhanzyme(L) is not

attractive. Promotional schemes & Extension services are seems to be good.

DHANZYME- GRANULE

In Nellore area Dhanzyme (Gr) is a very good product ,. 40% respondent said product quality is excellent,

51.42% -very good, 8.57%-good. In case of packaging 60% respondent said excellent, 40% -very good.

Regarding promotional activities, 5.17% said excellent, 57.14%- very good, 34.28% good & 2.8%

average. For extension services 22.85% said excellent, 74.28% very good & 2.85% good. Brand image of

Dhanzyme (Gr) is very good in Nellore district but it needs to increase promotional schemes.

01020304050607080

Product Quality Packaging Promotional schemes

Extension services

40

60

5.17

22.85

51.42

40

57.14

74.28

8.57

34.28

2.852.8

DHANZYME- GRANULE


VAMNICOM, PUNE

DHANUVIT

Dhanuvit is supposed to be very good product in farming community, because of its product quality. 58%

respondent said product quality is excellent, 35.48% -very good, 6.45%-good. In case of packaging only

9.67% respondent said excellent, 70.96% -very good. Regarding promotional activities, 6.45% said

excellent, 61.29%- very good, 29% good & 3.2% average. For extension services 19.35% said excellent,

77.4% very good & 3.22% good. Brand image of Dhanuvit is very good in Nellore district amongst dealers

& farmers community, but it needs to revise promotional schemes.

01020304050607080


Extension services

58.06

9.67 6.45

19.35

35.48

70.9661.29

77.4

6.45

19.3529.03

3.223.22

DHANUVIT


VAMNICOM, PUNE

BIOZYME- LIQUID:

The above graph shows that product quality & packaging are the strengths of Biozyme(L). Dealer sell it

because it is the brand in this area, it doesn’t require convincing farmer. In case of product quality, 50%

respondent said excellent & 50%-very good. Packaging of Biozyme (L) is very attractive as 75%

respondent said excellent & 25% -very good. Biozyme(L) is weak in & promotional schemes & extension

services

BIOZYME- GRANULE

0

20

40

60

80

Product Quality


Extension services

BIOZYME- LIQUID


0

20

40

60

80


Extension services

BIOZYME- GRANULE


VAMNICOM, PUNE

In case of biozyme(Gr) packaging & product quality are excellent. As the response got about packaging

,75% said excellent, 25% -very good. Product quality of biozyme(gr) is also excellent, 25% said excellent,

50%-very good. Biostadt is weak in promotional schemes & extension services in this area.

BIOVITA- LIQUID

The share of Biovita(L) & Dhanzyme (L)in this market is nearly same. The graph shows that 11%

respondent said excellent to product quality, other 67% said very good & remaining said good quality. In

case of packaging, it has got same response as like product quality. The promotional schemes & extension

services of biovita(L) is satisfactory.

0

10

20

30

40

50

60

70


Extension services

11.11 11.11

66.66

55.55

33.33 33.33

22.22

33.33 33.33

55.55

BIOVITA- LIQUID


VAMNICOM, PUNE

BIOVITA- GRANULE

The product quality of of Biovita is seems to be somewhat good. 42.85% said that product quality is

excellent,42.85% very good & remaining said good. In case of packaging 7.14% said excellent, 71.42%

very good & 21.42% said good. So from this we can conclude that response got about product quality &

packaging is positive. Promotional schemes & extension services done by PI is comparatively good in

Nellore area compared to Kadapa area.

CYTONE+

0

20

40

60

80

Product Quality


Extension services

BIOVITA- GRANULE


0

10

20

30

40

50

60


Extension services

CYTONE+


VAMNICOM, PUNE

HCL is doing their sell by adopting pull strategy. They give more margins to dealers compared to

Dhanuka, Biostadt & Biovita. The above graph shows that 14.28% respondent said Excellent, 28.57% very

good & 57.14%good. In case packaging, 28.57% respondent said very good, 57.14% said good & 14.28

said average. The negative response got about promotional activities & extension services.

CYTOZYME

The above graph shows that HCL lacks in Extension services. The response got about Cytozyme as

follows,27 % respondent said quality is very good, 73% good. In case of packaging, 9% said excellent,

28% very good & remaining 63.6% said good. Promotional schemes & extension services of cytozyme is

not satisfactory.

01020304050607080


Extension services

CYTOZYME


VAMNICOM, PUNE


The retailers who say they promote 3D products for its quality ranks 1st. Fieldwork ranks 2

nd followed by

margin & demand. Demand of 3D products in this market is very less, so it takes more time to dealers for

convincing farmers.


.0

20.0

40.0

60.0

80.0

100.0

Quality Demand Margin Fieldwork



.0

20.0

40.0

60.0

80.0

rank 1 rank 2 rank3 rank4 rank5

62.2

32.4

5.4

40.548.6

8.12.7

8.116.2

43.232.4

18.9

54.1

27.0

Reasons for not promoting 3D products

Price Packaging No proper supply No promotional compaign

VAMNICOM, PUNE


are the prime issues of concern. At first rank 62% dealers consider the higher price of the product. At

second rank 32.4% consider price, 40.5% consider packaging, 8.1% consider no proper supply. At third

rank , 5.4% consider price, 48.6% consider packaging , 16.3% consider no proper supply & 18.9 consider

no promotional compaign. So from this we can conclude that price of product & packaging are the main

concerns for not promoting 3D products. As there is Nellore Depot, so there is no problem of supply.



select one option. Credit notes has got highest response followed by foreign trips & dealers gift has got

same share of 24.3% each, whereas scratch card rank fourth having 18.9% share.

.0

5.0

10.0

15.0

20.0

25.0

30.0

35.0

Credit Notes Scratch card Foreign trips Dealers gift

32.4

18.9

24.3 24.3

Preference to gifts & schemes

Series1

VAMNICOM, PUNE


There are several constraints for selling 3D products in Nellore market. Among them above four found to

be most important. Insufficient promotion of 3D products is the major constraint in selling 3D products

followed unawareness amongst farmers, low demand & high price. Intensive awareness campaigns through

field demonstrations and continuous farmer contact programmes through various activities like Dhanuvit

magic show wil l help in creating awareness for 3D products and also to maintain good farmer base. More

field staff is the necessity of this region.

.010.020.030.040.050.0


Unawareness amongst farmers

18.913.5

40.5

27.0


Series1

VAMNICOM, PUNE


Considering these all above factors like constraints in selling 3D products,

farmers buying behaviour dealers were asked for what could be the best promotional

activities for popularizing 3D products. the results indicate that Field demonstrations as best

way of popularising the 3D products as we can show the results and influence many farmers to

use our product after convincing them. The second important promotional activity is Jeep

campaign followed by village meetings & poster & banners. The suggestion got from dealers

that promotional activity should be continuous

.010.020.030.040.050.0

Field demo Jeep compaign

Poster & banners

Village meetings

45.9

24.3

13.5 16.2


Series1

VAMNICOM, PUNE


BIOSTADT, PI & HCL

.

The above figure shows that Dhanuka & PI are good at promotional & advertising activities in Nellore

Districts, whereas Biostadt & HCL is weak in these activities. Field day, Newspaper, Village meetings,

demonstrations & mass campaigns , sample support are the important promotional & advertising activities

among all in this region.

0102030405060708090

100

Existing promotional & advertising activities of Dhanuka, Biostadt, PI & HCL


VAMNICOM, PUNE


The above figure shows satisfaction level of dealer. In this market, 3% dealers are highly satisfied which

means that they are loyal to company. 38% satisfied & 57% are somewhat satisfied which means they are

not completely happy with services & policies of company & 3% are dissatisfied, these dealers are not at

all happy with company. Company should have to find out the reasons for this.

2%

38%

57%

3%

SATISFACTION LEVEL OF DEALER

Highly satisfied Satisfied Somewhat satisfied Dissatisfied

VAMNICOM, PUNE

FARMERS:



In product quality, Biostadt rank first followed by DAL, PI & HCL. The quality of HCL is not good.

In Extension services, DAL ranks first followed by PI, Biostadt & HCL.

In case of packaging, Biostadt rank first followed by DAL, PI & HCL.

0

10

20

30

40

50

60

70

80


Perception of Farmers about DAL, Biostadt, PI & HCL




HCL Product Quality HCL Extension services HCL Packaging

VAMNICOM, PUNE




farmers. Farmers were given option to tell one factor. About 38.8% of farmers said quality of

the product is prime importance followed by price of the product of product ranks 2nd

which

constitute 28.6%. The 3rd

important factor is field staffs which constitute 14.3%. Dealers say

and company image also constitute important factor which is 10.2% & 8.2% respectively. The

analysis shows that dealer are more conscious about result of the products.

.0

10.0

20.0

30.0

40.0

Price of the

product

Quality of product

Dealers say

Company image

Field staff


Series1

VAMNICOM, PUNE


The above figure shows the satisfaction level of farmer. 18.4% farmers are highly satisfied

with3D products of Dhanuka. Farmers in these categories are loyal customers of Dhanuka. 49%

farmers are satisfied, 24.5% somewhat satisfied & 8.2% dissatisfied. In this market, one good

thing is that majority of farmers are happy about company.

.0

10.0

20.0

30.0

40.0

50.0

Highly satisfied

Satisfied Somewhat Satisfied

Dissatisfied


Series1

VAMNICOM, PUNE


DEALERS

Discount policy should be reframed.

Field staff should increase

Training programmes by retired scientist should be arrange

Attractive gifts & trips should be there.

Packing of Dhanuvit & Dhanzyme(L) is same, it is to be change & colour should be

different for different pack size.

Net rate to be given.

Schemes & credit period should increase.

Brand awareness among farmers should create, so that dealer has to do less efforts in

selling 3D products.

Dhanzyme(gr) bag (8 kg) price should be decrease by 10 Rs.

Free tours should be given to dealers who did Rs 8 lakh turnover.

FARMERS

Quality of Dhanzyme(Gr) should be improve.

Farmer meetings to be increase.

Gifts like 5 bags of dhanzyme(gr)-1 Travelling bag

Bulk discount should be given to farmers.

Speciality molecules should be introduce.

VAMNICOM, PUNE

KHAMMAM

Khammam is having a geographical area of 16000 sqkms. The district is having an average annual rainfall

of 1540 mm.Net cropped area of the district is 456000 ha.Net irrigated area is 189000 ha. Bananas, Mango,

Sugarcane, Vegetables are grown under drip irrigation.

This district mainly grows Kharif and Rabi crops and has number of irrigation sources, the major source

being the Nagarjunasagar Project which irrigates a land of 91,094 hects.

This district is gifted with Agro climatic and Soil conditions in which a vast range of Horticulture crops like

Mango, Banana, Cashew, Coconut, Cocoa, Pepper Areca nut etc., can be grown. Khammam has 84,583.00

Hector land under Horticulture crops with a total production of 4, 24, 506.000 Metric tonnes of Horticulture

produce.

VAMNICOM, PUNE

The market is divided into 4 territories as follows:

Vaira

Khammam

Sattupalli

Bhadrachalam

Vaira is a new territory formed by seeing market opportunities in this region.

In Sattupalli area, Madhira has good market of Dhanzyme. Bhadrachalam is good market for 3D

products as in this area, farmers are growing commercial crops.

Bio-Companies in Khammam District are as follows:

Vijayshri Bio

Isagro

Prithvi

Greenlife

Multiplex

SAN Industry

The products of other companies like N-Bloom from NACL, Vipul(Booster) & Double(Crop

yield enhancer) from Godrej, Isabion(A natural Bio-stimulant) from syngenta are also taking

some share from zyme market.

DEALER STUDY

VAMNICOM, PUNE

ANNUAL TURNOVER:




52%

29%

14%

5%

Annual Turnover

25-50 lakh

50 lakh-1 Cr

1- 3 Cr

>5 Cr

VAMNICOM, PUNE

In Khammam areas, PDs of Dhanuka having dealership of following companies like Rallis , Bayer, HCL,

NACL, Biostadt, Syngenta, IIL, PI, Indofil, Makhtheshim & CIL . Among these companies, the major part

covered by Bayer, PI followed by CIL, NACL,Makhtesim, Rallis & so on.


In this market, 62% of the dealers are interested in promoting zymes and rest of the 38% are not interested

for zymes.. This graphs also gives a measure of dealer’s awareness level and knowledge about PGPs. Many

0

10

20

30

40

50

60

70

80

90

Series1

62%

38%

Whether promote PGP

YES NO

VAMNICOM, PUNE

dealers in this market is not ready to promote zyme, as demand of zyme is very less in this market. The

awreness amongst farmers about zyme is very less in this market.

MARGIN

The response differs from dealer to dealer abut margin. From the above graph we can differentiate that

HCL & PI is giving good margin compared to Biostadt & Dhanuka.



Product Quality

Packaging

Promotional Schemes

Extension Services


DHANZYME- GOLD

0

10

20

30

40

50

60

70

Biostadt PI HCL DAL

Margin

5-10 10-15 15-20 >20

VAMNICOM, PUNE

In Khammam District ,83.3% respondent said the quality of Dhanzyme(Gold) is very good, whereas 14.3%

said its good. In case of packaging, 50% respondent said excellent & remaining 50% said its very good.

Then we can conclude that Dhanzyme(Gold) has no problem in packaging. The response got about product

quality, promotional schemes & extension services in this region is not satisfactory.

DHANZYME- LIQUID

The response got about Dhanzyme(L) in this area was very limited. The above graph explains that product

quality, promotional schemes & extension services are at same condition. 50% respondent said about

020406080

100

Product Quality


Extension services

50

16.6

83.3

50 5066.6

16.6

50

16.6

DHANZYME- GOLD


0

10

20

30

40

50

Product Quality


Extension services

DHANZYME- LIQUID

Very good Good Average

VAMNICOM, PUNE

product quality, promotional schemes & extension services are excellent & remaining said its very good.

The problem of Dhanzyme(L) is in packaging. 50% respondent said its average. So packing of

Dhanzyme(L) needs some improvement.

DHANZYME- GRANULE

In Khammam area, response of Dhanzyme (Gr) is somewhat satisfactory. 15.38% respondent said product

quality is excellent which is very less & 84.61% -very good. In case of packaging promotional schemes &

extension services ,majority of dealers given negative response, but still company is doing good sell

because of its product quality.

DHANUVIT

0

20

40

60

80

100


Extension services

DHANZYME- GRANULE


VAMNICOM, PUNE

The above graph clearly indicates about dhanuvit market. 46.1% respondent said excellent & very good

(each) about product quality, 7.69%- good. In case of packaging, 7.69% said excellent, 61.53%- very good

& 30.76%- good The packing of Dhanzyme(L) & dhanuvit is same. In case of promotional schemes,

7.69% said excellent, 30.76%- very good & 61.53 %- good. In case of Dhanuvit, extension services are

satisfactory, so 7.69% respondent said excellent, 376.92%- very good & 15.38%- good.

BIOZYME- LIQUID:

0

20

40

60

80

Product Quality


Extension services

DHANUVIT


0

20

40

60

80

100

Product Quality


Extension services

40

100

BIOZYME- LIQUID


VAMNICOM, PUNE

The response got about Biozyme was positive. In case of product quality, 40% respondent said excellent

&60% said -very good. Packaging of Biozyme (L) is very attractive as 100% respondent said excellent.

Promotional schemes of Biozyme(L) is somewhat satisfactory. Biozyme(L) is weak in extension services.

BIOZYME- GRANULE

In case of biozyme(Gr) product quality is excellent. As the response got 80% said excellent, 20% -very

good. Packaging of biozyme(gr) is also excellent, 60% said excellent,20 %-very good & 20% good.

Biostadt is weak in promotional schemes & extension services in this area.

BIOVITA- LIQUID:

0

50

100

Product Quality


Extension services

8060

20 20

6040

BIOZYME- GRANULE

Excellent Very good average

0

20

40

60

80

100

Product Quality


Extension services

BIOVITA- LIQUID


VAMNICOM, PUNE

Biovita is the leading brand in this area. The result of Biovita particularly in this area is very good. Dealers

have to do less effort in selling Biovita compared to any other product of zyme category. As per the

response got from dealers, 16.6% said product quality is excellent, 33.3% very good, 50% good. In case of

packaging & promotional schemes, 16.6% said excellent, 66.6% very good & 16.6% good. In this area PI is

doing good field work.

BIOVITA- GRANULE

Biovita(Gr) sell is next to Dhanzyme sell in this area. The above graph shows that 20% respondent said

product quality is excellent, 60% very good & 20% good. In case of packaging, extension services &

promotional schemes, nearly same response got & it is satisfactory in this region.

01020304050607080


Extension services

BIOVITA-GRANULE


VAMNICOM, PUNE

CYTONE+

The response got about Cytone+ is very limited. The demand of cytone+ in this market also is very less.

Field work of HCL is less, only it depends on pull strategy. They give more margins to dealers compared to

Dhanuka, Biostadt & Biovita. The negative response got about Cytone+ is in packaging & promotional

schemes.

CYTOZYME

0102030405060

Product Quality


Extension services

CYTONE+


01020304050607080


Extension services

CYTOZYME


VAMNICOM, PUNE

In this case also, response got about Cytozyme is very limited. In overall product quality, packaging &

extension services are the major problems in selling cytozyme, whereas promotional schemes seems to be

good.


The retailers who say they promote 3D products for its product quality ranks 1st According to them this

was the quality of the product that motivated them for selling. Similarly demand fieldwork was second

reason for them.The graph shows that next two factors were not much significant for them as motivational

factors. Out of these, margins & demand ranked by majority of respondents at 3rd

and 4th ranks

respectively.

0

10

20

30

40

50

60

70

80

Quality Demand Margin Fieldwork



VAMNICOM, PUNE



are the prime issues of concern. Other reasons for not promoting 3D products are no promotional activities

& no proper supply ranks at 3rd

& 4th respectively.


0

10

20

30

40

50

60

70

Price Packaging No proper Supply

No promotional activities

Reasons for not promoting 3D

Rank 1 Rank 2 Rank 3 Rank 4 Rank 5

.0

5.0

10.0

15.0

20.0

25.0

30.0

35.0

Credit notes Scratch card Foreign trips Dealers gift


Series1

VAMNICOM, PUNE


select one option. Dealers gift has got maximum share of 33.3% , whereas foreign trips & credit

notes has got same of23.8%. Scratch card rank fourth having 19% share.


There are several constraints for selling 3D products in Khammam Districts. Among

them above 4 found to be most important.

Low demand of 3D products ranks first for not promoting 3D products which constitutes 52.4%.

Insufficient promotion ranks 2nd

& has a share of 19%. . High price of 3D products is also one

of main reason where in farmers are not redy to use it. High price & unawreness amongst

farmers has got same share of 14.3%.


.010.020.030.040.050.060.0


unawreness amongst farmers


Series1

VAMNICOM, PUNE

Considering these all above factors like constraints in selling 3D products,farmers

buying behaviour dealers were asked for what could be the best promotional activities

for popularizing 3D products. The response got from dealers that Field demo is excellent

promotional activities followed by village meetings, jeep compaign & posters & banners.


BIOSTADT, PI & HCL

.020.040.060.0

Field demo Jeep compaign

Posters & banners

Village meetings


Series1

020406080

100

EXISTING PROMOTIONAL & ADVERTISING ACTIVITIES OF DHANUKA, BIOSTADT, PI & HCL


VAMNICOM, PUNE

The above figure shows that PI is very good at promotional & advertising activities in Khammam Districts,

whereas Biostadt & HCL is weak in these activities. Dhanuka seems to be good but in comparison with PI

its far behind, so here is a scope for improvement. Field day, poster & banners, Village meetings, sample

support, demonstrations & mass campaigns are the important promotional & advertising activities among

all.


The above figure shows satisfaction level of dealer. In this market, 9.6% dealers are highly satisfied. 28.6%

satisfied & 57.2% are somewhat satisfied & 4.8% dissatisfied. The majority of dealers are somewhat

satisfied, so company should focus more on services & facilities provided to dealers.

.0

20.0

40.0

60.0

Highly satisfied

Satisfied Somewhat satisfied

Dissatisfied


Series1

VAMNICOM, PUNE

FARMERS:



In product quality, Biostadt rank first followed by PI, DAL & HCL.

In Extension services, DAL ranks first followed by Biostadt, PI & HCL.

In case of packaging, Biostadt rank first followed by PI, DAL & HCL.

The above graph shows that in this area also, BIozyme is market leader in case of product quality &

packaging.

0

20

40

60

80

100


Perception of farmers about DAL, Biostadt, PI & HCL




VAMNICOM, PUNE




farmers. Farmers were given option to tell one factor. About 42.9% of farmers said quality of

the product is prime importance followed by field staff ranks 2nd

which constitute 28.6% Price

of the product & dealers say constitute the same share of14.3%. In this area farmer prefer to

use quality product.

.0

50.0

Price of the product

Quality of product

Dealers say Field staff


Series1

VAMNICOM, PUNE


The above figure shows the satisfaction level of farmer. 14.3% farmers are highly satisfied with3D products

of Dhanuka. Farmers in this category are loyal customers of Dhanuka. 42.9% farmers are satisfied, 14.3%

somewhat satisfied & 28.6% dissatisfied. In this market, many of the farmer are dissatisfied with Dhanuka

,so company should pay special attention.

14.3

42.914.3

28.6


Highly satisfied Satisfied Somewhat Satisfied Dissatisfied

VAMNICOM, PUNE


DEALERS

Special schemes on 3D products should be introduce.

Product quality needs to improve.

Competitive price of 3D products to be given, so that it will be edge over competitors.

Field activities should be increase.

Sratch card to be introduce for 3D products.

Eco friendly bag, carry bag having 3D products picture on it.

Advertisement through posters, banners etc. should be there for each product.

Field staff should visit farmer regularly.

There should be timely supply of products.

FARMERS

Demonstration should be given on large area.

Quality of the product needs to improve by some extent.

Special Village meeting on 3D products to be arrange.

VAMNICOM, PUNE

COMPETITORS’ STRATEGY-

1.Niche marketing-All the local brands are not operating in all the markets in a district but they have

selected only a few markets and pumping their resources in those particular market. That is the reason why

these brands are present only in some markets. Moreover they have prepared a network of loyal dealers

through schemes and heavy margins and through them doing their business.

2.Direct marketing-The local companies are directly approaching dealers and retailers in different markets

and convincing them to sell their brands. Most of local companies don’t have any distributor in their supply

chain, which is allowing them to fix heavy margins for these dealer

3.Dumping-Local brands are dumping their products in dealers’ shops and receiving their money after the

season or as per dealers’ convinience. The representative of the company is in regular touch with the

concerned dealer and monitoring the sales.

4.Promotional activities-The promotional activities include field level demonstrations and meetings only

by a few companies but most of the other companies are limiting their promotions up to dealer and retailer

level like schemes, offers, gifts, target discount and turnover discounts.

4.Margins-These local brands are able to give heavy margins to their dealers because of small scale of

operation. The margins are not constant on any product and it varies from market to market and even in the

same market also, based upon the demand for zymes, zyme usage level of farmers and intensity of

competition among dealers operating in same market.

VAMNICOM, PUNE

TIME MANAGEMENT MATRIX FOR DHANUKA AGRITECH LIMITED

Doing the right things at the right time is an important aspect for the company since the only thing, which

is constant about a market, is a change

So a Time management matrix has been designed for the company so as to classify the things, which are

urgent and important and measures are taken accordingly. Based on the urgency and importance the

operations are classified into quadrants I, II, III, IV

Where,

quadrant I: implies the things, which are urgent and important and had to be done immediately

II: urgent not important

III: not urgent but important

IV: not urgent and not important

Things in quadrant II and I are to be addressed immediately and measures are to be taken in the

interests of the company, channel members and farmers

QUADRANT I QUADRANT II

QUADRANT III QUADRANT IV

IMPORTANT NOT IMPORTANT

URGENT

NOT

URGENT

VAMNICOM, PUNE

QUADRANT I:

Ensure availability of the product through preferred dealers.

Dealer schemes like coupons and target allowances

Increase field staff

Aggressive promotion and advertisement.

Maintain the price to retain the premium image of 3D products.

Improve the field work at farmer level and also involve PDs in it

Improve communication upto retailer level.

QUADRANT II

Replacement of low quality field staff

Close supervision of promotional activities.

Introduction of new molecules in these markets.

Price discount on empty Dhanzyme packs.

QUADRANT III

Gifts to dealers on festivals

Cover the smaller markets through dealers directly linked with company or preferred dealers

Soil testing facilities for the farmers

Tie up with agriculture universities for farmer awareness campaigns

Farmer facilitation ceremonies.

Tour and travel packages for dealers

Increasing dealers margins.

QUADRANT IV

Bottom up approach.

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SWOT ANALYSIS OF 3D PRODUCTS-

Strength

1.Better quality of product

2Company image is good.

3.Larger product lines

4.Other products are perceived as good

Weakness 1.Insufficient fieldwork

2.Promotional materials not reaching to retailers

3.Less number of field staff

4.Poor communication up to retailer level

6.Comparatively less margin

7.Farmers are dependant on dealers & many times dealers sell

low grade product

Opportunities 1.Introduction of new molecules

2.Ensuring loyal dealer network through schemes

3.Getting closer to the farmers through farmer level activities.

Threat 1.Credit oriented market

3.Regular entry of new local brands

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4.Dealers are strong in customer base

5.Biofertilizers

6.Indeginously prepared manures

SUGGESTIONS TO GROW THE BUSINESS

Suggestions to grow the business have been suggested under following headings-

1.Product-

Combo pack of Dhanzyme plus any other pesticide, which is having demand in this particular area.

Simple product literature

2.Price-.

Increase the margin slightly as it could be useful to motivate dealers to promote Dhanzyme.

Special price for high volume purchases.

3.Promotion-

a) Sales promotion-

Introduce schemes like discounts and material gifts like TV, camera, wristwatches etc on bulk

volumes. Even sprayers are very good gifts as it will directly help them into their business.

Scratch coupons with consolation prizes.

Festival gifts for dealers on Holi and Navratra like letterpads, pensets, wall clocks, ashtrays etc.

Gold coins for high turnover on all products of DAL on deepawali.

Allowance for additional shelf space and merchandising.

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Joint promotion at farmer level.

Dealers training in cultural practices for different crops and pest &disease management, followed by

additional training on CRM.

Incentives on meeting targets; like tours and trips with an option to convert it into money.

b) Consumer promotion-

After sale services in relation to extension through FAs

Method and result demonstration.

4.Advertisement-

Jeep campaigns followed by rickshaw campaigns along with distribution of product literature

Postering in banks, school and kirana stores.

Wall paintings, hoardings and bus panels

Weekly bazaar campaigns and mandi campaigns after the harvest of the crop.

Sponsoring rural sports, Folk fare as nautankis.

Advertising done by following companies will help company to incresase sell.

Aries Advertising in CityBus

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Nagajuna Wallclock in Dealers Shop:

Paper Wheight showing Specialty Nutrients on all 6sides:

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5.Place-

In the first phase cover all the strategically important zyme markets through preferred dealers.

Ensure the availability of the product with dealers 15 days before the season (schemes could be

helpful for this)

6.People-

Increase the number of field staff and allocate them area to cover that includes markets as well as

villages.

Hire quality and hard working field staff.

Farmer level campaigns through Agricultural university students as a part of their extension course

practical.

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FINDINGS OF THE PROJECT

Zymes are one of the latest innovations in field of biotechnology that is residue free, non-toxic,

ecofriendly and natural source of plant nutrition prepared from Norwegian seaweed

(Ascophyllum nodossum)

Zymes helps in improving soil fertility and reducing the effect of indiscriminate use of

fertilizers on soil.

Farmers have very less knowledge about Zymes and these are the dealers who recommend the

product and give some consultancy.

Marketing officers are not taking more interest in selling 3D products because of low turnover

& this product require more convincing to dealers & farmers.

The main competitors for Dhanuka Agritech Ltd in zyme category are Biostadt, Pesticide India,

Hyderabad Chemical Ltd & other bio- companies.

In Zyme category, Dhanuka has three products namely Dhanzyme granule, Dhanzyme Gold,

Dhanzyme liquid.

Dhanuka has sticking & wetting agent, Dhanuvit , the main competitor for this product are

Indotron from Indofil, Sandovit from syngenta.

The results show that at an average 75% dealers are interested to promote PGP and hence it is

easy to develop the market for PGP

The factors which motivate dealers to promote PGP better quality of the product is ranked first.

The reasons for not selling the Zymes are high price, packaging, & no demand.

In paddy crop , farmer are not interested to use any PGR

In some commercial belt , the demand for Dhanzyme is huge

Most of the farmers apply Dhanuvit in rainy season only, so it becomes seasonal product

Dhanzyme its known for quality, but in some area Biozyme brand is more popular.

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Biozyme has series of product like Biozyme Power+ , Crop+, Chilli special, Bt Biozyme, so

farmer give more preference to biozyme.

HCL has two products in different formulation i.e. Cytone+ & Cytozyme, quality of this

product is average, but HCL gives more margin to dealer & also employees of company do

hand selling.

Biovita from Pesticide India is at par with the quality of Dhanzyme & biozyme.

Zyme market is completely depend on push strategy, because awareness about these products

are less in farmers community

As per observations these products run mainly in credit market, as dealer sell it by force.

RECOMMENDATIONS AND SUGGESTION:

Sales team needs to take still more efforts for generating awareness among farmers about

importance of 3D products.

Special Schemes should be arrange for the dealers on the basis of turnover of 3D product.

Packing of Dhanzyme (Liquid) & Dhanuvit are same, so packing, labelling & colour of Dhanzyme

(L) bottle need to be change.

More emphasis should be given on advertising & promotional activities of 3D products.

5Technical field staff should be appointed

Field work should be improve to spread awareness of 3D product amongst farmers

Dhanuvit magic show should be done in all area , due to this farmer become more knowledgeable

and they will know the importance of dhanuvit

Field day should be organised on the selected plot to see the result of the product which helps in

mouth publicity of the product

Communication channel should be chosen as per attitude of farmers, Education level and standard

of living.

Progress of farmers and sales of company has direct relationship. Hence company should invest in

developing platform for success of farmers by training programmes and helpline centers

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Dealer & farmer gift to be given e.g. wallwatch with 3D product printed, Carrybag with 3D product

printed.

Field demonstration should be more to know the importance of 3D products & proper application

method.

Advertising to be done by flex boards , banners, participation in exhibition.

Dhanzyme product should be introduce in series like (Bt-Dhanzyme, Paddy special, Vegetable

special, Paddy special, Chilli special) which will provide option to farmer and attract them to use it.

Training programmes & special meetings should be organising by specialist for 3D products.

Dealer margin should be increase by some extent as these products are have not more demand in

the market.

Quality of Dhanzyme need to improve by some extent, as it gives slow result.

Packing of Dhanzyme should be varied sizes.

Field staff should be increase & meet regularly to farmers & make them aware about Dhanuka

product, as a result of which , farmer come to know about Dhanuka product which wll help in

making a good brand image.

REFERENCE:

www.dhanuka.com

www.indiastat.com

www.mapsofindia.com

Book- Marketing Management by Philip Kotler

Book- Marketing Research by SCDL

http://www.dhanuka.com/

http://www.indiastat.com/

http://www.mapsofindia.com/

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Title: 3D Product brands of DAL V/s Biostadt, P.I. and HCL

DEALER’S QUESTIONNAIRE

1. Name of the Dealer: ……………………………………………………………

2. Trade Name of the Customer: ……………………………………………………………

3. Address of Place of business: ……………………………………………………………………………

………………………………………………

4. Contact Phone No: ………………………………………………….

5. Annual Turnover:

o < 25 Lakh o 25-50 lakh o 50 lakh- 1 crore o 1-3 crore o > 3 crore

6. Which company’s product do you sell in your shop?

Rallis

Bayer crop science

HCL

Dhanuka Agritech Ltd.

NACL

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Biostadt

Syngenta

IIL

PI

Indofil

Makhtesham

CIL

OTHERS ……………………………………………………..

………………………………………………………………………

7. Do you know any PGP products/Wetting agent from Dhanuka Agritech Limited?

Yes

No

8.Whether you promote PGP

Yes

No

9. If Yes, then how will you differentiate them in terms of following factors with the following companies?

(Rank the following on a 1-5) Note: (1-Highest & 5- Lowest)

Company Brand Product

Quality

Packaging Promotional

schemes

Extension

services

DAL Dhanzyme Gold

Dhanzyme Liquid

Dhanzyme (Gr)

Dhanuvit

Biostadt Biozyme (Liquid)

Biozyme (Gr)

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PI Biovita (Liquid)

Biovita (Gr)

HCL

Cytone +

Cytozyme

10 . What are the margins given by different companies on their PGP products?

S. No Company % of margins

1 Biostadt

2 PI

3 HCL

11. Do you Promote PGP & Wetting agent products of DAL?

a) If Yes Reasons Rank (1 to 5)

i. Quality

ii. Demand

iii. Margins

iv. Field Work

v. Others (Specify)…………………………………………………………………………….

b) If No Reasons Rank (1 to 5)

i. Price of the product is high

ii. Packaging is not good

iii. Stock/supply is not available at required time

iv. No Field Work /Promotional Campaign

v. Others

(Specify)...............................................................................................................

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12. What are the numbers of Days for which the companies offer credit ?

Name of Company Interest Free days

Biostadt

Pesticide India Ltd

Dhanuka Agritech Ltd.

HCL

13. What is the % share of cash and credit sales?

% of Sales

Cash Sales Credit Sales

14. Which is the Preffered scheme /gift on 3D products

Credit Notes

Scratch card

Foreign trips

4. Dealers gift.

15. What is the most useful promotional activities

Low demand

High Price

Insufficient promotion

Unawreness amongst farmers

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15. Promotional Activities of the leading PGP & Wetting agents Companies

Company Brand Activities

Biostadt

PI Ltd.

HCL

16. What are the special features of PGP Products & Wetting agent of DAL do you like?

1. ……………………………………………………………………………………………………………………………………………………………………………………………

2. ……………………………………………………………………………………………………………………………………………………………………………………………

3. ……………………………………………………………………………………………………………………………………………………………………………………………

17. In Your opinion, DAL should improve its PGP products & wetting agent (3D) in terms of

1. …………………………………………………………………………………………………………………………………………………………………………………………………

2. …………………………………………………………………………………………………………………………………………………………………………………………………

3. ………………………………………………………………………………………………………………………………………………………………………………………………

18. Satisfaction Level of dealer about DAL

Highly Satissfied

satissfied

somewhat satissfied

dissatisfied

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Title: 3D Product brands of DAL V/s Biostadt, P.I. and HCL

QUESTIONNAIRE FOR FARMERS Village: Mandal:

District:

1. Name of the Farmer-

2. Contact No:

3. Age: 1) <30 yrs 2) 30 – 40 yrs 3) 40 – 50 yrs 4) >50 yrs

4. Land Holding (in Acres):

5. Crops:

6. Do you know any PGP products/Wetting agent from Dhanuka Agritech Limited?

o Yes o No

7. Do you use PGP/Wetting agent in your farm?

o Yes o No

8. If Yes, What are the benefits of it?

1. …………………………………………………………………… 2. ……………………………………………………………………

9. Do you use Dhanuka Agritech Ltd’s PGP/Wetting agent products?

o Yes o No

10. If yes, what are the special features of PGP/Wetting agent Products of DAL do you like?

1,.……………………………………………………………………………………………………………………………………………………………………………………………

2……………………………………………………………………………………………………………………………………………………………………………………………

3…………………………………………………………………………………………………………………………………………………………………………………………

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11. What are the dislikes do you have about PGP/Wetting agent Products of DAL?

…………………………………………………………………………………………………………………………………………………………………………………………… …………………………………………………………………………………………………………………………………………………………………………………………….. 12. In Your opinion, DAL should improve PGP/Wetting agent products in terms of

1.………………………………………………………………………………………………………………………………………

…………………………………………………………

2.………………………………………………………………………………………………………………………………………

…………………………………………………………

3………………………………………………………………………………………………………………………………………

………………………………………………………

13. Do you know any other company’s PGP/Wetting agent Products?

o Yes o No

14. If Yes, How would you differentiate with DAL in terms of following parameters?

Rank 1 to 5 (1-Highest, 5-Lowest)

Company Product Quality Extension services packaging

DAL

Biostadt

PI

HCL

15. Are you satisfied with services provided by DAL?

1 Highly satisfied

2 Somewhat satisfied

3 Satisfied

4 Dissatisfied

16. Please give Suggestions for improvement.

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1. ………………………………………………………………………………… 2. …………………………………………………………………………………..

prashant dharpure (1)

Documents

dharpure vamnicom

pune pgdmabm vamnicom

pune page

prashant dharpure pgdabm

p summer project report

summer trainee

pi hcl

agri business management