1

PROJECT REPORT
ON

MARKET RESEARCH AND PROMOTION OF MAHADHAN
BENSULF IN BHOR TAHSIL OF PUNE DISTRICT


AT

DEEPAK FERTILIZERS AND PETROCHEMICALS CORPORATION
LIMITED , PUNE



By

Mr. BANKHILE ASHISH DINKAR
(Regn. No. 08/ 221)


Submitted to

MAHATMA PHULE KRISHI VIDYAPEETH, RAHURI,
DISTRICT- AHMEDNAGAR (MS)


in partial fulfilment of the requirements for the degree of

MASTER OF BUSINESS MANAGEMENT (AGRICULTURE)

COLLEGE OF AGRICULTURE, PUNE- 411 005
(2009)




2

MARKET RESEARCH AND PROMOTION OF MAHADHAN
BENSULF IN BHOR TAHSIL OF PUNE DISTRICT


A Project submitted to the
MAHATMA PHULE KRISHI VIDYAPEETH, RAHURI,
DISTRICT AHMEDNAGAR, (MAHARASHTRA)

in partial fulfilment of the requirements for the degree of

MASTER OF BUSINESS MANAGEMENT (AGRICULTURE)

By
Mr. Bankhile Ashish Dinkar
(Regn. No. 08/ 221)

Approved by

Mr. A. P. Giram Dr. R.K. Rahane
Project Supervisor Project Guide and Head,
Dy.Marketing manager Master of Business Management
(Agribusiness sale) (Agri.),
DFPCL, Pune College of Agriculture, Pune





Dr. R. K. Rahane Dr. B. R. Ulmek
Professor and Head M. B. M.(Agri.), Associate Dean,
College of Agriculture, Pune College of Agriculture, Pune

Master of Business Management (Agri.),
COLLEGE OF AGRICULTURE, PUNE- 411 005
(Maharahstra)
(2009)
3




CERTIFICATE OF ORIGINALITY



This is to certify that the project entitled Market Research and
Promotion of Mahadhan Bensulf in Bhor Tahsil of Pune district is an
original work of the student and is being submitted in partial fulfilment for the
award of degree in Master of Business Management (Agri.) of Mahatma Phule
Krishi Vidyapeeth Rahuri- 413 722, District- Ahmednagar.
This report has not been submitted earlier either to this University or any
other University/ Institution for the fulfilment of the requirement of a course of
study.



Mr A. D. Bankhile Dr. R. K. Rahane
Project Guide and Nodal Officer,
Master of Business Management (Agri.),
College of Agriculture, Pune- 5


Place : Pune
Date : / /2009




4





Shri. A. P. Giram,
Project Supervisor,
Deputy Manager (Agri business sale)
Deepak Fertilisers & Petrochemicals Corporation Ltd.Pune.



CERTIFICATE

This is to certify that the project entitled Market Research and
Promotion of Mahadhan Bensulf in Bhor Tahsil of Pune District submitted
to the Mahatma Phule Krishi Vidyapeeth, Rahuri, Dist.- Ahmednagar
(Maharashtra) in partial fulfilment of the requirements for the degree of
MASTER OF BUSINESS MANAGEMENT (AGRICULTURE) embodies the
results of a piece of bonafide work carried out by Mr Ashish Dinkar Bankhile
(Registration No. 08/221) under my supervision and that no part of the project
has been submitted for any other degree.

Place : (R.K. Rahane)
Date :

5




Dr. R. K. Rahane,
M.Sc. (Agri.) Ph. D.,
Project Guide and Head
Master of Business Management (Agri.)
College of Agriculture, Pune- 5




This is to certify that the Project entitled Market Research and
Promotion of Mahadhan Bensulf in Bhor Tahsil of Pune District' submitted
to the Mahatma Phule Krishi Vidyapeeth, Rahuri, DistrictAhmednagar
(Maharashtra), in partial fulfilment of the requirements for the degree of
MASTER OF BUSINESS MANAGEMENT (AGRICULTURE) embodies
the results of a piece of bonafide work carried out by Mr ASHISH DINKAR
BANKHILE (Regn. No. 08/221) under my guidance and that no part of the
project work has been submitted for any other degree or diploma.
The assistance and the help rendered during the training period have been
duly acknowledged. The suggestions made by the Evaluation Committee are
incorporated in this project draft


Place : Pune. (R. K. Rahane)
Date : / / 2009

CERTIFICATE
6

ACKNOWLEDGEMENT

I obliged to Deepak fertilizers & Petrochemicals Corporation Ltd, Pune for laying the
building blocks of logic and pragmatism in my life. This report, in a way is a reflection of
these values. The organizational traineeship segment (OTS) provided me with a unique
opportunity of working with an organization.
I am highly indebted to Mr.V.B. Patil (Dy. General Manager Agribusiness) for
providing me with exceptional opportunity of working for a dynamic organization like Deepak
Fertiliser and Petrochemicals Corporation Limited, Pune.
I feel immense pleasure in expressing my sincere and profound sense of gratitude to
Mr. Abhjit.P.Giram (Dy. Marketing Manager agribusiness) DFPCL, & Mr.R.K.Kolhe (Dy.
Marketing Manager Agribusiness ) DFPCL for his inspiring and affectionate guidance,
unending kindness, constant encouragement and constructive criticism during the course of
summer project and in the preparation of this report.
I feel the need to express hearty gratitude to Mr. S. N. Bangar (Assistant General
Manager of DFPCL), Mr. S. R. Suranje (Senior Manager of DFPCL) For inspiring and
affectionate guidance, unending kindness, constant encouragement and constructive criticism
during the course of summer project and in the preparation of this report.
I am immensely overjoyed to acknowledge my sincere thanks to Dr.R.K.Rahane
(Professor and Head, M.B.M.) for providing necessary guidance during my summer project.
I express my thanks to Prof. B. B. Gawade and Asstt.Prof. B.N.Pawar who has made
available all the requisite facilities with constant encouragement throughout the period of my
project work
I am deeply indebted to Dr. B.R. Ulmek Associate Dean, College of Agriculture,
Pune without whose help and guidance this project would not have been completed.
I would also like to thank my Family and Friends for their encouragement during my
project and also to those who have helped me directly or indirectly in preparing this
report.Special Thanks are always to all Farmers & Dealers of Bhor tahsil for their co
opration.

Place:Pune Mr.Ashish Bankhile
7

CONTENT
Cha. No. Title Page

Certificate of Originality
Certificate of Project Supervisor
Certificate of Project Guide
Acknowledgement
i
ii
iii
iv

EXECUTIVE SUMMARY
1
INTRODUCTION
1.1 Meaning of fertilizer
1.2 Role of nutrients
1.3 Global scenario of fertilizers
1.4 Importance of study
1.5 Objective of study
1.6 Scope of study

2
2
4
5
6
6
2
RESEARCH METHODOLOGY
2.1 Research design
2.2 Sampling plan
2.3 Research instrument
2.4 Collection of data
2.5 Analysis tools used

7
7
8
8
9
3
RESULTS AND DISCUSSION
3.1 Industry profile
3.1.1 Fertilizer industry in India
3.1.2 Production
3.1.3 Consumption
3.1.4 Imports of fertilizers
3.1.5 Pricing policy
3.1.6 Fertilizer policy
3.1.7 Distribution of fertilizer
3.1.8 Fertilizer promotion
Continued.

10
10
10
12
12
13
13
14
15

8

Cha. No. Title Page
3.1.9 Investment in fertilizer industry
3.2 Organizational profile
3.2.1 Deepak Fertilizers and Petrochemicals Corp. Ltd.
3.2.2 DFPCLs business
3.2.3 Social responsibilities
3.2.4 Corporate goals of DFPCL
3.2.5 Products
3.3 Analysis of nutrient status of soil
3.3.1 pH content of soil
3.3.2 Electrical conductivity of soil
3.3.3 Organic carbon content of soil
3.3.4 phosphorous content of soil
3.3.5 Available potassium content of soil
3.4 Analysis of competition in market
3.4.1 Awareness of competitor sulfur fertilizers
3.5 Customer perception about Bensulf
3.5.1 Use of Mahadhan Bensulf
3.5.2 Benefits by using Bensulf
3.5.3 Source of information
3.5.4 Reactions about quality
3.5.5 Reactions about price
3.5.6 Level of education
3.5.7 Total turnover of last year
3.5.8 Supply of Bensulf
3.5.9 Reaction of dealer about price
3.5.10 Preferable bag size
3.5.11 Suggestions by dealers
3.6 Mini advertising campaign
Continued
15
17
17

18
19
20
21
22
23
23
24
25
25
26
25
27
27
28
29
30
31
31
32
33
34
35
36
37
9

Cha. No. Title Page

3.6.1 Objectives
3.6.2 Purpose behind selection of site
3.6.3 methodology used
3.6.4 Reasons behind methodology used
3.6.5 Relation between awareness and trial
3.6.6 Reactions of farmers in campaign
3.7 Findings
3.8 Conclusion
3.9 Recommendations
37
38
38
38
39
40
41
42
43

REFERENCES


APPENDIX I


APPENDIX II


VITA













10

LIST OF TABLES

Sr
No.
Table
No.
Title
Page
No.
1
1.1 Production of fertilizer
4
2
3.1 Growth in fertilizer consumption
12
3
3.2 Major players in fertilizers
16
4
3.3 P
H
content of soil
23
5
3.4 E.C. of soil
23
6
3.5 Available Organic carbon of soil
24
7
3.6 Available phosphorus of soil
25
8
3.7 Available potassium of soil
25
9
3.8 Awareness of competitors of Bensulf
26
10
3.9 Benefits of Mahadhan Bensulf
28
11
3.10 Sources of information to motivate use of Bensulf
29
12
3.11 Reaction of farmers about quality and avaibility of farmers
30
13
3.12 Reaction of farmers about price
31
14
3.13 Educational level of dealers
32
15
3.14 Total turnover of Dealers of last year
33
16
3.15 Reaction of dealers about supply of Bensulf
33
17
3.16 Reaction of Dealers about price of Bensulf
34
18
3.17 Size of bag more preferable
35
19
3.18
Suggestions given by Dealers to increase sale
36





11


LIST OF GRAPHS/ CHARTS/ MAPS

Sr
No.
No. Name of the graphs / graphs/ maps
Page
No.
1
3.1 Major segments in fertilizer
11
2
3.2 Awareness of competitors of Bensulf
26
3
3.3 Use of Bensulf
27
4
3.4 Benefits of Mahadhan Bensulf
28
5
3.5 Sources of information to motivate use of Bensulf
29
6
3.6 Reaction of farmers about quality and avaibility of farmers
30
7
3.7 Reaction of farmers about price
31
8
3.8 Educational level of dealers
32
9
3.9 Total turnover of Dealers of last year
33
10
3.10 Reaction of dealers about supply of Bensulf
34
11
3.11 Reaction of Dealers about price of Bensulf
35
12
3.12 Size of bag more preferable
36
13
3.13 Suggestions given by Dealers to increase sale
37
14
3.14 Relation between awareness and trial
39









12

EXECUTIVE SUMMARY
MARKET RESEARCH AND PROMOTION OF MAHADHAN BENSULF IN
BHOR TAHASIL OF PUNE DISTRICT
By
Mr Ashish Dinkar Bankhile (Regn. No. 08/ 221)
A candidate for the degree of
MASTER OF BUSINESS MANAGEMENT (AGRICULTURE)
__________________________________________________________________________________
Research Guide : Dr. R. K. Rahane
Department : Master of Business Management (Agri.),
College of Agriculture, Pune-5
___________________________________________________________________________
Deepak Fertilizers & Petrochemicals Corp. Ltd. is a well known name in Agri-
Business. It is a DFPCL enterprise which is symbol of quality and trust in Indian market. It is
one of the most admired, fastest growing company with focus toward diverse business like
innovations, fertilizers, international business and consultancies.DFPCL is a vast experience
and extensive research in agricultural products has geared up to meet global challenges. It's
little wonder then that DFPCL has emerged as one of the leaders in the Indian Fertilizers
Industry.
This project at DFPCL was based on market research of Bensulf by direct contact with
Farmer & Dealer. Also project involved analysis of soil nutrient status of soil. 21 soil samples
were collected, out of which 5 samples are of greenhouse. Also one Mini advertising campign
was held in Nasarapur to increase awareness.
Project was conducted under the guidance of the Mr. Abhijit P.Giram. (Dy. Marketing
Manager DFPCL) and Dr. R.K.Rahane (Nodal officer M.B.M.)
The Research approach used was survey method, in which 50 farmers were selected
randomly while 4 dealers and 6 sub dealers were selected purposefully to cover maximum
number. The survey was conducted in Bhor tahsil where vereity of crops are grown like
Sugercain, Onion, Tomato, Bringal Cauliflower. There is also large area under greenhouse in
which Gerbera is major flower crop. Also paddy is major crop grown in that area.
13

Questionnaire was used as a research instrument to gather the information with an
intension to find the customer perception about the product & analysis of competition in the
market. There were two types of questionnaire made for the survey, one for the farmer and
another for Dealer/ Distributor.
Through this project, it found that Mahadhan Bensulf is branded product, customer are
aware about the Bensulf but not at expected level. The farmer who used the product are
satisfied with its results so they are repeating their purchases. But about one third farmers are
still away from using Bensulf though product giving best results. Therefore efforts should be
taken to increase the awareness & use.
Also farmers use Bensulf mixing with other major fertilizer so they cant identify the results of
Bensulf separately. Many of farmers treated Bensulf as costly product. Bensulf is available to
the farmers with sufficient quantity. Krishi seva kendra is the major score of information to
motivate the use of Bensulf.
Dealers of Bhor area have large business. Dealers treated Bensulf as quality product.
Avaibility of Bensulf is not a problem. Most of the Dealers treated Bensulf having appropriate
price. According to dealer DFPCL is behind in sales promotion activity. Lack of field level
workers is the major problem in Bhor area.
To enhance the growth DFPCL may concentrate on increasing awareness, sales
promotion activities, providing soil testing facility. Separate and dedicated manpower/sales
team to capture the market, more importance on field work, group meetings with farmers and
field.
To make strong position in the market and particularly in Bhor tahasil company should
consider following recommendations

1) Company should provide quick soil testing facility with reasonable price to the farmers.
2) Sugarcane and vegetables are grown on large scale in Bhor tahsil. Also increasing area
Under under greenhouse therefore company should try to increase awareness of Bensulf in
that area.
3) Dealers and innovative farmers are the most effective tools to disseminate information
about the product so product literature should be shown in the krishi seva kendra and focus
on the innovative farmers.
14

4) Field demonstrations should be taken on the field of innovative farmers in the area.
5) Create more demand for the product by reducing margin of dealers and providing product
to farmers with low cost.
6) Company should maintain quality of Bensulf to the best level because farmers of that area
are more result oriented & they treated Bensulf as quality product.
7) There should be one Sartthi centre for that area to provide consultancy for Agriculture.
8) There should be network of strong field level staffs, necessary to increase sell.
9) Company should more focus on field demonstrations, farmers meeting and field visit to
enhance the company growth in future.

- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
Mr Ashish Bankhile Pages : 42
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15

1. INTRODUCTION

In todays competitive world while entering in the market it is very necessary to have
good knowledge of the potential of a particular market also the information regarding the
activities of competitors existing in the market. Also it is necessary to retain the existing
customers and attracting new customer.
The project at DFPCL was with two major aspects i.e. to find out the customer
perception of Mahadhan Bensulf (specialty product contain 90 % sulphur). Apart from this the
project was also deals with the activities regarding the generation of demand through different
promotional activities, also to analyze the competitors activities then to find companys
strengths, weaknesses, opportunities and threats. Lastly different recommendations and
suggestions are given to help company to market its product at its best.
Since DFPCL is enjoying large market share in fertilizer segment. Though there are
many competitors had well positioned in fertilizer segment like RCF, Zuari, Narmada, IFFCO,
Rama Krishi Rasayan, Ranade micronutrient, Raj fertilizers ltd., Godrej agrovet ltd.,
Nagarjuna, Birla agrichem, Indian Potash Ltd. etc. Proper communication continues contact
with the farmers also focus on demonstration is very important in fertilizer segment in to
position the brand in consumers mind. In fertilizer segment in very first year it is very
necessary to create awareness of the product by maximum reach to the customers, to find the
weaknesses of the company and to analyze the competitors activity. To communicate
effectively, marketers need to understand the fundamental elements underlying effective
communication applying promotional tools like Individual farmer contacts, Farmers Meeting,
Field demonstrations, Display of posters, Distribution of literature, Paper advertisement, and
attractive schemes for retailers etc.
With the boom in the Agriculture sector and the potential of fertilizer segment many
company are there in market. Also many companies are entering in to the fertilizer segment.
With every new product being launched and different companies entering the market, DFPCL
have to look into new marketing strategies to market its product which have been highlighted
in the project. Before, entering into the market it is essential to understand the meaning of
fertilizers.
16

1.1 Meaning of fertilizer
There are several sources of plant nutrients. The two most important are organic
manure and mineral fertilizers. When manure and crop residues are used, mineral fertilizers
supply the outstanding nutrient balance needed for good crop yields. In most parts of the
world, the balance to be supplied by mineral fertilizers is substantial. Fertilizer production
entails gathering raw materials from nature; treating them in order to purify them or increase
their concentration; converting them into plant-available forms; and often combining them
into products that contain more than one nutrient. Any natural or manufactured material that
contains at least 5% of one or more of the three primary nutrients - nitrogen (N), phosphorous
(P), or potassium (K) - can be considered a fertilizer. Industrially manufactured fertilizers are
sometimes referred to as "mineral" fertilizers.

1.2 Role of nutrients
Soils may be naturally low in nutrients, or they may become deficient due to nutrient
removal by crops over the years without replenishment or when high yielding varieties are
grown that have higher nutrient requirements than the local varieties.
Macronutrients are needed by plants in large quantities. The "primary nutrients" are
nitrogen, phosphorus, and potassium. Today, sulphur is also considered a key macronutrient.
Macronutrients include both primary and secondary nutrients.
Micronutrients (or "trace elements") are required in very small amounts for correct
plant growth. They need to be added in small quantities when they are not provided by the
soil.
Every plant nutrient, whether required in large or small amounts, has a specific role in
plant growth and food production. One nutrient cannot be substituted for another.
Nitrogen
Nitrogen is the motor of plant growth which is taken up from the soil in the form of
nitrates or ammonium. As the essential constituent of proteins, nitrogen is involved in all the
major processes of plant development and yield formation.
Phosphorus
Phosphorous performs a key role in the transfer of energy. It is essential for
photosynthesis and other chemico-physiological reactions. Phosphorous is indispensable for
17

cell differentiation, as well as for the development of the tissues that form a plant's growing
points. Most natural and agricultural soils are phosphorus deficient. When there are problems
with phosphorous fixation, this also limits its availability.
Potassium
Potassium activates more than 60 enzymes, (the chemical substances that govern life
and play a vital part in carbohydrate and protein synthesis). It improves a plant's water regime
and increases tolerance to drought, frost and salinity. Plants that are well supplied with
potassium are less affected by disease.
Sulphur
Sulphur is an essential constituent of protein. It is also involved in the formation of
chlorophyll. Sulphur is as important in plant growth as phosphorous and magnesium, but its
role has often been underestimated.
Magnesium
Magnesium is the central constituent of chlorophyll, the green pigment in leaves that
functions as an acceptor of the energy supplied by the sun: 15-20% of the magnesium in a
plant is found in the green parts. Magnesium is also involved in enzyme reactions related to
energy transfer.
Calcium
Calcium is required for root growth and as a constituent of cell wall materials. Most
soils contain sufficient plant-available calcium. Deficiencies may occur in strongly calcium-
depleted tropical soils. Calcium is usually applied to limit or reduce soil acidity.

1.3 Global scenario of fertilizers
World fertilizers and raw materials production during 2007 was 154.345 Mt of
ammonia, 144.134 Mt of urea, 176.113 Mt of Phosphate, 27.239 Mt of DAP, 55.402 Mt of
potash and 48.143 Mt of sulphur.China rank first in production of ammonia, urea and
phosphate. United States rank first in production of DAP and sulphur.also Canada rank first in
production of potash.



18

Table 1.1 Production of fertilizer and raw materials 2007 (million tonne)

Country Ammonia Urea Phosphate DAP Potash Sulphur
China 49.010 54.035 62.666 6.870 3.130 -
Russia 13.151 20.216 30.231 1.498 10.622 6.372
India 11.984 6.261 27.638 4.559 - -
United States 9.787 5.858 10.937 7.944 - 8.400
Indonesia 5.222 5.810 8.005 - - -
Trinidad 5.219 4.759 6.095 - - -
Canada - - - - 17.840 7.665
Belarus - - - - 8.286 -
Germany - - - - 6.032 -
Israel - - - - 3.577 -
Saudi Arabia - - - - - 3.100
Abu Dhabi - - - - - 2.183
J apan - - - - - 1.967
Morocco - - - 1.063 - -
Tunisia - - - 1.027 - -
World 154.345 144.134 176.113 27.239 55.402 48.143

World fertilizer consumption seen as dropping five per cent in 2008/09 Like other
commodities, fertilizers has been affected by the economic downturn. Aggregate world
fertilizer demand in 2008/09 is seen as down 5.1 per cent compared with the previous year,
from 168.1 to 159.6 Mt nutrients. Nitrogen has been much less affected,
as farmers cannot afford drastic cuts in N fertilizer application rates without immediate yield
penalties, contrary to the situation with P and K fertilizers. N, P and K fertilizer demand is
estimated as down 1.6, 7 and 14 per cent respectively. Thus, the global N: P2O5:K2O ratio is
seen as deteriorating from 1.00:0.38:0.28 to 1.00:0.36:0.24. Drops in consumption are
registered in all the regions except South Asia and Eastern Europe and Central Asia (EECA)
two regions where farmers enjoy strong governmental support for greater fertilizer use and
Africa. The largest contractions in volume are observed in Western and Central Europe, North
America and Latin America. With the prevailing
19

strong agricultural market fundamentals and anticipated progressive recovery of the world
economy, world fertilizer demand is seen as slightly rebounding in 2009/10 (+3.6 per cent) to
165.4 Mt, with growth rates of 2.6 per cent for N, 6.1 per cent for P and 4.1 per cent for K.

1.4 Importance of Study

The fertilizer industry in India going through rapid changes, there are varieties of good
products in the market. New farming methods, increased awareness, understanding and
acceptance for modern farming methods are help to improve the agrochemical and fertilizer
industry with these plus point competition between fertilizer industry has become dangerous
and demand for one company product has become uncertain also product life cycles have
shortened.
This study will help in knowing the present competitor, satisfaction level, perception of
farmer towards the Mahadhan Bensulf. The work will be of great importance for companys
sales promotion. For DFPCL it become more important for study the competitors in Pune
area, demand, satisfaction level of farmer, awareness and to knows the market position of the
Mahadhan Bensulf in Bhor tahsil.

1.5 Objective of study

To analysis the nutrient status of soil
To analysis of the competition in the market
To study the customer perception about Mahadhan Bensulf
To promote the product among farmer community.

1.6 Scope of the study

1. Area covered: Bhor tahsil of Pune district.

2. Product focused: Mahadhan Bensulf (specialty fertilizer)

3. Duration: 1 June 31 July

4. Market segment: Dealers and farmers.
20

In Todays market position Bensulf is not that much well settled product in the market.
Bensulf introduced in the market by Deepak fertilizer and petrochemical ltd. in 2001 as
specialty product containing 90 percent sulphur. Indian farmers are now days gaining
importance of secondary nutrients like calcium, magnesium and sulphur therefore farmers are
increasing the use secondary fertilizers day by day.
So this project facilitates to determine the need of farmers, their satisfaction level and
reactions about product like price, quality, and avaibility.
































21

2. RESEARCH METHODOLOGY

The major topics included in this chapter are research design of the study, design of the
schedules, procedure used for collecting the data, and analytical tools used for arriving at
meaningful conclusions.
2.1. Research Design

Exploratory and Descriptive type of research has been conducted. Exploratory research
is also known as qualitative research.
Research was conducted with the help of open and close ended questionnaire.
Questionnaire contains different type of questions which focused on problem solving seeking
objective. Personal interviews of different farmers and dealers/ retailers was taken which
provided key information about the competitive movement in the market. Report is prepared
on the basis of answers given by various farmers and dealers/ retailers.
This study is restricted to 50 farmers and 10 dealers in that area. The survey method
used for data collection had some limitations in getting reliable information. There, was found
some biasness in the answers to some questions by the respondents. Also, time constraint was
one of the limitations.
However, the study was mainly conducted in four steps;
1. Designing of suitable questionnaire.
2. Survey and data collection.
3. Analysis of the data.
4. Interpretation of data.

2.2. Sampling plan:

Method of sampling: Simple random technique is used for sampling.
Sample size: Number of Dealers -10
Number of Farmers -50
2.3.Research Instrument:
The research instrument used in project was well defined structured questionnaire.
The intension of survey was to find the level of customer perception and analysis of
22

competition in the market. Initially, the questionnaires were tested on a few respondents to
establish the reliability and validity of the questionnaire.
The questionnaire consisted of following type of questions:
i. Close ended: These are the questions that specify all the possible answers that are easy to
tabulate and interpret. Further sub-types used are
a. Dichotomous questions: These are the questions with only 2 possible answers.
b. Multiple choice questions: These are the questions with more than 2 or more answers.
ii. Open ended:
These type questions allow respondents to answer in their own words & often reveal
about how people think. They are especially useful in exploratory research where researcher is
looking for insight into how people think rather than how many people think in a certain way.
The sub-types used are
a. Unstructured questions: Respondents can answer in unlimited number of ways.
b. Word association: Respondents mention what comes to their mind when they hear the
brand name.
2.4. Collection of Data:
a) Primary data
Primary data were obtained through a specially designed questionnaire for the farmers
and dealers/ distributors in the study area. Actual interaction with farmers/ dealers gives exact
picture of the situation in the field and market itself.
b) Secondary data
Companys employee, Agricultural department, Internet, Agricultural Magazines,
News articles were the source of secondary data for the study.
c) Selection of Respondents:
Farmers: Farmers are selected randomly.
Distributor: Maximum available in that area.
2.5. Analytical tools used:
The collected data is categorized in a systematic way according to need of objectives
and then simple percentages and averages are calculated .Results are presented in the form of
charts, graphs etc.

23

3. RESULTS AND DISCUSSIONS

3.1 Industry Profile

3.1.1. Fertilizer Industry in India
The Indian Fertilizer industry had a very humble beginning in 1906, when the first
manufacturing unit of Single Super Phosphate (SSP) was set up in Ranipet near Chennai with
an annual capacity of 6000 MT. The Fertilizer & Chemicals Travancore of India Ltd. (FACT)
at Cochin in Kerala and the Fertilizers Corporation of India (FCI) in Sindri in Bihar were the
first large sized -fertilizer plants set up in the forties and fifties with a view to establish an
industrial base to achieve self-sufficiency in food grains.
Fertilizer is a key ingredient in ensuring the food security of the country by increasing
the production and productivity of the soil. The domestic food grain production target has
been set at 320 million tonnes by 2011-12 from the present production of 210 million tonnes.
This target could be achieved by higher productivity through improved farming practices,
expansion of irrigation, better seeds and extensive and balanced use of fertilizers. Towards this
end, the Department is planning to raise the production of urea from the present installed
capacity of 197 LMT to 300 LMT by the end of 11th Five Year Plan i.e., 2011-12 by taking
concrete steps to boost production and productivity, removing regional imbalances in
production and distribution, securing long term tie-ups for supply of feedstock and raw
material etc
3.1.2. Production
The domestic production of N and P
2
O
5
was 29 000 and 10 000 tonnes, respectively, in
1951/52. By 1973/74, this had increased to 1.05 million tonnes N and 0.325 million tonnes
P
2
O
5.
As a result of the oil crisis in the mid-1970s and the consequent sharp increase in the
international prices of fertilizers, the Government of India encouraged investment in domestic
fertilizer production plants in order to reduce dependence on imports. It introduced a
retention price subsidy in 1975/76. The scheme led to sharp increase in domestic capacity
and production between the mid-1970s and the early 1990s.
The total production of N and P
2
O
5
rose from 1.51 million and 0.32 million tonnes
respectively in 1975/76 to 7.30 million and 2.56 million tonnes in 1991/92. In 1992/93,
Phosphatic and Potassic fertilizers were decontrolled. As a consequence, the rate of growth in
24

the demand for these products slowed. The total production of N reached 10.6 million tonnes
and that of P2O5 reached 3.6 million tonnes in 2003/04. There has been a shift in the product
pattern over the years. SSP and AS dominated fertilizer production before the 1960s whereas
urea and DAP dominate production at present. In 2003/04, urea accounted for 84.6 percent of
total N production and di ammonium phosphate (DAP) accounted for 59.9 percent of total
P2O5 production.
Fig 3.1 Major segments in fertilizer



3.1.3. Consumption
Fertilizer consumption in India has increased significantly in the last three decades.
Total NPK (N, P
2
O
5
and K
2
O) consumption increased nine-fold (from 2 million to 18 million
tonnes) between 1969/1970 and 1999/2000. Per-hectare NPK consumption increased from 11
to 95 kg in the same period. After reaching a record level in 1999/2000, fertilizer consumption
in India has been irregular. It has fluctuated around 17 million tonnes since 2000/01.


25

Table 3. 1 : Growth in fertilizer consumption in India





.





3.1.4. Imports of Fertilizers
The fertilizer consumption in India has always exceeded the domestic production both
in case of nitrogenous and phosphatic fertilizers. The entire requirement of potassic fertilizers
is imported, as there are no indigenous raw materials available. India has been a net fertilizer
importer and the volume of fertilizer imports is also substantial. India mainly imports Urea,
Di-Ammonium Phosphate (DAP) and Murate of Potash (MOP). Imports constitute about 20
percent of the total fertilizer consumption. Import of nitrogenous fertilizer in India is in the
hands of Multi-import state agencies, although the government is attempting to coordinate
buying based on the demand, international prices and warehousing capacity etc. The
Government efforts would be to increase indigenous capacity in such a way that about one
million tonns of nitrogen could be met from imports. With the decontrol of phosphatic and
potassic fertilizers in 1992, import of DAP and MOP has been freed. Import of raw materials
like rock phosphate, phosphoric acid, sulphur and ammonia has been also decanalised since
then.
3.1.5.Pricing Policy
The fertilizer policy is aimed at increasing consumption to meet the food and fiber
requirement of growing population through setting up required production capacities, ensuring
that quality fertilizers are made available to the farmers throughout the country at uniform and
affordable price. It was also recognized that fertilizer use should be profitable to the farmers
Year
Fertilizer (NPK) Consumption
Million Tonnes Kg/Ha
1969-1970
1979-1980
1989-1990
1999-2000
2000-2001
2001-2002
2002-2003
2003-2004
1.98
5.26
11.57
18.07
16.70
17.36
16.09
16.80
11.04
30.99
63.47
94.90
89.30
92.80
86.01
89.80
26

for which he must get a certain minimum return for the produce. This led to the announcement
of procurement prices and minimum support prices for several crops from 1970 onwards. The
Marathe Committee was assigned the task of resolving the issue of keeping Farm Gate Prices
(FGP) of fertilizers at an affordable level in the face of rising production/import costs. Its
recommendations in 1977 led to the birth of the Retention Price Scheme (RPS). This scheme
was intended to ensure that both the fertilizer producers as well as the farmers should find it
worthwhile to produce and use fertilizers. The policy aimed that each manufacturer is able to
get 12 perent post-tax return on investment on efficient operation regardless of the location,
age, technology and cost of production. In addition, the government agreed to reimburse the
cost of transportation from factory gate to railhead and also take care of the distribution
margin. The RETENTION PRICE SCHEME is now restricted to urea only.
3.1.6.Fetilizer Policy
The RPS system helped in achieving the objective of increased indigenous availability
and supplying it to farmers on affordable and uniform price. The difference between FARM
GATE PRICES and RPS is paid to the industry as subsidy. With the growth in fertilizer
production along with escalation in price of raw material and plant cost, the subsidy amount
swelled to huge proportions over the years. In an attempt to reduce the burden of subsidy, the
government has increased urea price by 10 percent w.e.f February 2005. As a result, domestic
urea prices have risen from Rs3320/t (US$ 83/t) to Rs3660/t (US$ 91/t) for bagged deliveries
to farmers. The average subsidy pattern of urea is around US$ 84/t. prior to decontrol of
phosphatic and potassic fertilizers (in the year 1992) subsidy was available to all domestic and
imported fertilizers. The fertilizer subsidy increased from US$ 418 million in 1999-00 to US$
2446 million in 2004-2005. However, the subsidy bill after the decontrol of phosphatic and
potassic fertilizer declined and remained below 1990-91 level.
3.1.7.Distribution of Fertilizers
In the beginning, Government of India established the "Central Fertilizer Pool" as the
official agency to ensure equitable distribution of all available, imported and indigenous,
fertilizers at fair prices all over the country. In 1965, the Shivaram Committee laid the policy
foundation regarding production, promotion, distribution and consumption of fertilizers. In
1966, the manufacturers were given the freedom to market up to 50 percent of their production
to the farmers. Fertilizer shortages in the early 1970s led the government to pass the Fertilizer
27

Movement Control Order in 1973 which brought the fertilizer distribution and its interstate
movement under government control and supply and distribution was regulated under the
Essential Commodity Act (ECA). In order to encourage the availability of fertilizer in interior
areas, the Government started the block level delivery scheme in 1980-81 in which the
transportation cost up to block headquarters, is borne by the government. Under ECA, supply
plans were formulated by the government in consultation with the state departments of
Agriculture and fertilizer industry during 'Zonal Conferences' held twice a year. The objectives
of such exercises were to minimize transportation cost, avoid criss-cross movement of
material and to ensure availability as per requirement all over the country.
In August, 1992 phosphatic and potassic fertilizers were decontrolled and their
distribution is over taken by the manufacturer or importers. Government is, however, keeping
a close watch and any imbalance is brought to the notice of the industry. Urea continues to be
under control and its distribution is governed by ECA allocation.
3.1.8. Fertilizer Promotion
The ideal NPK ratio, aggregated for the country as a whole, is 4:2:1. Prior to decontrol
of phosphatic and potassic fertilizers NPK ratio was 5.9:2.4:1, however, after decontrol in
1992-93 NPK consumption ratio distorted to 9.5:3.2:1 and continued to remain quite wide at
10.0:2.9:1 till 1996-97. With measures like Centrally Sponsored Scheme on "Balanced and
Integrated use of Fertilizers- and "National project on Development of Fertilizer use in Low
Consumption and Rainfed Areas" and Concession on P&K have helped in restoring NPK ratio
to some extent and during 1997-98 NPK consumption ratio of 7.7 : 2.7 : 1.0 was achieved.
Fertilizer Industry has also contributed to a great extent in the promotion of balanced fertilizer
use. Farmers' meetings, field days, crop seminars, farmers' training, field demonstrations and
soil testing campaigns are organized to educate farmers on efficient and balanced use of
fertilizers. Special efforts are made to promote the concept of balanced fertilizer application
using mass communication techniques involving Radio, TV, Films and Printed Literature.
Certain special projects were also launched for transfer of technology in dryland agriculture,
tribal and backward areas. Integrated plant nutrient management is being promoted by
Government of India and the Industry.


28

3.1.9. Investment in Fertilizer Industry
The Indian fertilizer industry has witnessed a phenomenal growth in the eighties.
However, the growth has tapered off in the nineties and in the recent past only public and
cooperative sectors have made major investments in this industry. Presently public, private
and coop. sector share 45, 33 and 22 percent of N capacity, respectively, whereas their share in
P2O5 capacity is 26, 64 and 10 per cent respectively. New proposals to government for
setting-up fresh capacities in country are mainly from Public and Cooperative sector
Table 3.2.:- Major Players in Fertilizer Industry in India
Public Sector Private Sector Cooperative sector

1.Rashtriya chemicals &
fertilizers limited
(RCF)

2.Neyveli lignite
corporation ltd. (NLC)

3.Paradeep phosphates
limited (PPL)

4.Pyrites, phosphates &
chemicals ltd. (PPCL)

5.Hindustan fertilizer
corporation limited
(HFC)

6.Brahmaputra valley
Fertilizer corporation
limited

7.Hindustan copper
limited (HCL)

8.FCI Aravali gypsum
and minerals India
limited

1.Zuari industries limited- fertilizer
limited

2.Gujarat state fertilizer and
chemical limited

3.Coromandel fertilizers limited
Sriram fertilizers and chemicals

4.Deepak fertilizers and
petrochemicals corporation
limited (DFPCL)

4.Southern petrochemicals
inds.corp. ltd.

5.Duncans industries limited

6.Mangalore chemicals & fertilizers
limited

7.Gujarat narmada valley fertilizers
corp. limited

8.Indo-Gulf fertilizers & chemicals
corp. limited

9.Godavari fert. & chem. ltd.

10.Nagarjuna fert & chem. ltd.

1.Indian farmers
fertilizer cooperative
limited (IFFCO)

2.Krishak bharati
cooperative limited
(KRIBHCO)

29

3.2 Organizational Profile

3.2.1.Deepak Fertilizer and Petrochemicals Corporation limited

The genesis of Deepak Fertilizers And Petrochemicals Corporation could be said to be
in the year 1970 when Mr. C. K. Mehta set up Deepak Nitrite Ltd, combining his skills in
trading and manufacturing. DNL grew by leaps and bounds, surpassing expectations of all
investors and also won many prestigious awards like the Sir P.C.Ray award.
In 1983, Deepak Fertilizers and Petrochemicals Corporation Limited (DFPCL) started
commercial production of ammonia in technical collaboration with Fish International
Engineers (USA) using natural gas as feedstock. This marked the fulfillment of a need for
lateral integration into the world of basic building block chemicals, premium fertilizers and
petrochemicals. At the time, this was India's only merchant ammonia manufacturer. The
International Finance Corporation initially supported this venture of Deepak group in the form
of equity participation in DFPCL.
The company undertook major expansion and diversification in 1989 to achieve
forward integration of ammonia and diversification in Methanol.
In J uly 1992, DFPCL commenced commercial production of Low Density Ammonium
Nitrate (LDAN), Nitro Phosphate (NP), Dilute Nitric Acid (DNA), and Concentrated Nitric
Acid (CNA).
This has resulted in a multi-product portfolio for DFPCL consisting of chemicals,
petrochemicals, fertilizers and other Agri-inputs. To ensure an uninterrupted supply of natural
gas to its plant, DFPCL laid its own 43 km gas pipeline from the coastal fall point of Bombay
High to its plants in Tajola, thus becoming one of the first companies in India to have its own
gas pipeline.
The Company has now diversified into specialty retailing with Ishanya, Indias largest
Design Centre and Specialty Mall for interiors and exteriors. This 5,50,000 sq.ft. Project is
located near the Pune and is home to 52 product and service categories in interiors and
exteriors.
DFPCL has a chemical storage terminal at J awaharlal Nehru Port Trust (J NPT) to
provide support to its logistics management system and ensure a window to the world trade in
chemicals. It is in the process of adding new storage facilities for Ammonia, Methanol and
30

other products. The company also leases port storage capacities at Bombay Port Trust and
Vishakhapatnam.
3.2.2. DFPCL's business can be broadly categorized into: -
1. Chemicals
2. Agribusiness
3. Specialty Retailing
Chemicals: This division of DFPCL manufactures Methanol, various grades of Nitric
Acid and Ammonia. DFPCL is one of the largest producers of Methanol in India, which in
turn is used to manufacture drugs, pharmaceuticals, DMT, pesticides, methylamines,
formaldehyde, etc. DFPCL is also one of the largest manufactures various concentrations of
Nitric Acid (60%, 68%, 72% and 98%). Ammonium Nitrate: The explosives division
manufactures Low Density Ammonium Nitrate, which is used for making Ammonium Nitrate-
fuel oil (ANFO), blasting agents and also emulsified ANFO (HANFO). DFPCL is the largest
manufacturer of ammonium nitrate in India (capacity expanded to 100.000 tpa in September
2002), and the only one making prilled Ammonium Nitrate (AN). Their products are used for
open cast mining, underground metalliferrous mining and construction Industry...
Agribusiness: This division of DFPCL manufactures 23:23:0 prilled Nitrophosphate
fertiliser under the brand name Mahadhan. DFPCL markets Mahadhan through a network of
over 1000 dealers. Thanks to the company's rigorous adherence to quality, Mahadhan is one of
most widely accepted fertiliser brands in India.
Specialty Retailing: Ishanya: Ishanya is India's first International Design Centre and
Speciality Mall - a centre for excellence in space design and the one-stop shop for interior and
exterior products.
3.2.3.Social Responsibilities
Deepak Charitable Trust (DCT) and the Deepak Medical Foundation (DMF) with the
support of DFPCL and Deepak Nitrite Limited are carrying on development activities for
society.
31

DCT has been actively working in the area of mother and childcare. Through an
integrated network of women health workers the foundation has been imparting training and
communication on health care. Extending the activities on both sides, the Foundation has
catalysed and supported the creation of Aanganwadis, and taken education to youth on family
planning. The Foundation is now working to curtail the spread of HIV / AIDS.
DFPCL takes an active interest in environmental protection. In addition to regulatory
requirements of the State Pollution Boards and Federation of Indian Industries, care is taken to
reduce pollution by incorporation of appropriate effluent handling disposal systems.
The Ishanya Foundation is focused on Women Empowerment, Education and
Health. As its maiden project, the foundation started a Diabetic Centre at the Jehangir
hospital, Pune. The Ishanya Foundation Diabetic Centre is equipped with advanced machines
like Biothesiometer, Hand Doppler, and the RS Scan (foot mapping machine). The centre
offers a preventive, curative and research effort on diabetes. In its outreach programme, a
number of diabetic camps and cataract operations were conducted free of cost for the needy.
The Ishanya Foundation serves 27 villages around Taloja by offering free OPD check-
up by a team of doctors, trained medical and paramedical staff. It has started self help groups
to enable women save money and put it to right use, thereby gaining recognition and respect in
the society. Mobile libraries have been started in three schools in Taloja and joyful activities
are carried out for these children.
Deeper in-roads into agro-inputs and services markets are on the drawing board,
including the MAHADHAN Agriculture Research Centre (MARC), which will serve to
partner with farmers, providing education, training and ensuring that they achieve the best
performance. The Mahadhan Saarrthie initiative is being quickly expanded across
Maharashtra.
3.2.4. DFPCL has set for itself the following Corporate Goals:
To help increase the national agricultural productivity by providing agricultural
inputs and services.
To provide the above inputs and services with least consumption of real resources and
at least cost.
32

To obtain for it's employees as decent a standard of living and as good a quality of life
as possible, consistent with the general socio-economic conditions in the country.
To secure as high a return on the rate of investment as possible, keeping in view the
requirements of other competing objectives.
To promote self-reliance in all activities in relation to company's operations including
process know-how, design and engineering, erection, commissioning, operations,
maintenance of plants and marketing of products.
To manufacture and market industrial chemicals related to agricultural inputs and also
others based on similar technology and intermediates, by-products, co-products and
waste from the main operations.
To promote, organize, and perform research and development in products, technology,
engineering, soil science and agronomy in furtherance of various corporate objectives.
To improve the environment and minimize to the maximum extent technologically
possible, the harmful emissions, atmospheric discharges and effluents.
To continuously upgrade the quality of human resources and promote organizational
and management development.
To co-operate nationally and internationally in exchange of information and services of
personnel.
To have corporate growth at a pace consistent with availability of resources and
developmental needs of the economy.
3.2.5. Products
Bulk grade:
1. 23:23:0
2. 18:18:10
3. Ammonium Sulphate
4. Single Super Phosphate
5. Murate of Potash
33

Liquid grade/ other fertilizers:
1. 19:19:19
2. 12:61:0
3. 0:52:34
4. 13:40:13
5. 13:0:45
6. 0:0:50
7. Calcium Nitrate
8. Magnesium Nitrate
9. Magnesium Sulphate
10. Mahadhan Kranti
11. Mahadhan Natural Potash
12. Mahadhan Natural Phosphorou
13. Bensulf
14. Bio-magnesium (Powder)
15. Bio-zinc (Liquid)
16. Bio-phosphorous (Granular)
17. Bio-phosphorous (Liquid)
18. Bio-potash (Granular)
19. Bio-potash (Liquid)
20. Mahadhan Natural Crops
21. Mahadhan Shakti (Ca-Mg-S)
22. Vegetable Kranti
23. Fruits Kranti
24. Natural Vegetable Special
25. Zincsulf
Mahadhan Bensulf
Indias only high analysis sulphur fertilizer
Mahadhan Bensulf is a unique fertilizer designed to supply sulphur to plant, an
element that is now recognized to be as important as nitrogen phosphorus and
potassium. It is recommended for use in field crops, vegetables and plantation crop.
Features of Mahadhan Bensulf
90% elemental sulphur
It is available throughout crop life cycle
Minimal leaching losses
It comes in a unique pastille form ensuring
a) Easy and safe handling
b) No health hazards in use
c) Cane yield and sugar recovery in sugarcane
d) Oil and protein content in oilseed
Increase resistance to fungal disease.
Promotes nodulation.
Promotes nodulation for biological N- fixation in legumes.
Ensure proper maturity of vines and berries in grape crop.
Improves yield and quality of fruit crop.
Increase tuber to shoot ratio in potato.
It helps to fruit crop to attain the maximum total soluble (TSS) thereby
increasing yields levels.
What is the rate of application of the Mahadhan Bensulf ?
Type of Crop Mahadhan Bensulf (kg/ acre)
Sugarcane and banana 30 - 35
Grape and orange 30 - 35
Vegetables 20 - 25
Cereals and cotton 10 - 15
Tobacco 10 - 20
Onion potato and garlic 20 25




3.3. Objective- Analysis of nutrient status of soil of Bhor Tahsil
3.3.1. P
H
content of soil sample
pH is very important criteria which determines soil health. Following table shows the
acidity or alkalinity of soil which important in nutrient uptake.
Table no. -3.3. pH content of the soil
Sample
no.
P
H
Range Sample no. P
H
Range
1 7.85 Normal 9 7.2 Normal
2 7.47 Normal 10 6.65 Normal
3 7.37 Normal 11 6.56 Normal
4 6.69 Normal 12 7.73 Normal
5 7.5 Normal 13 7.91 Normal
6 7.08 Normal 14 6.93 Normal
7 6.73 Normal 15 6.94 Normal
8 7.57 Normal - - -

All soil samples lying under study area in the normal range of pH. There are no
problems of alkaline or acidic soil.
3.3.2. Electrical conductivity of soil sample
Electrical conductivity affect the absorption capacity of soil. Following table shows
electrical conductivity of soil in study area.
Table no. 3.4 Electrical conductivity of the soil
Sample no. E.C. Range Sample No. E.C. Range
1
0.42 Normal
9
0.3 Normal
2
0.26 Normal
10
0.2 Normal
3
0.59 Normal
11
0.67 Normal
4
0.61 Normal
12
0.33 Normal
5
0.75 Normal
13
0.26 Normal
6
0.2 Normal
14
0.76 Normal
7
0.35 Normal
15
0.3 Normal
8
0.16 Normal
-
- -

It is observed that, all soil samples are lying in normal range of electrical conductivity
of soil.



3.3.3 Organic carbon content of soil
Organic carbon indicates nitrogen availability in the soil. Following table shows the
organic carbon content of soil.
Table No 3.5 Organic carbon content of soil

Sample no.
Available
O.C.
Range Sample no.
Available
O.C.
Range
1
0.12 Very low
9
0.33 Low
2
0.35 Low
10
0.27 Low
3
0.09 Low
11
0.21 Low
4
0.41 Medium
12
0.47 Low
5
0.56 Medium
13
0.47 Low
6
0.27 Low
14
0.21 Low
7
0.24 Low
15
0.3 Low
8
0.27 Low
-
- -

Majority of soil samples are lying in range of low organic carbon content. Which
indicate low nitrogen content. while few of them have medium range.
3.3.4. Available phosphorus content of soil
Phosphorous performs a key role in the transfer of energy. It is essential for
photosynthesis and other chemico-physiological reactions.
Table 3.6 shows the available phosphorus of soil. Normal range of phosphorus
in the soil is 14-20 kg per ha.
Table no. 3.6 Phosphorous content of the soil
Sample
no.
Available
Phosphorous
Range
Sample
no.
Available
phosphor
us
Range
1 23.74 Normal high 9 32.26 High
2 18.37 Medium 10 67.87 Very high
3 32.48 High 11 137.09 Very high
4 135.3 Very high 12 86.46 Very high
5 202.5 Very high 13 13.66 Medium
6 37.86 Very high 14 112.9 Very high
7 30.46 High 15 62.05 Very high
8 12.1 Low - - -

Majority of soil samples are lying in very high category of phosphorous content which
shows there is no problem for the availability of phosphorous in Bhor tahasil.
3.3.5. Available potassium content of soil
Following table shows available potassium content of soil. Normal range of potassium
is 150-200 kg per ha.
Table no. 3.7 Available potassium content of the soil

Majority of soil samples are lying in very high category.

3.4. Objective - To analyses the competition in the market for Bensulf
3.4.1 Awareness of competitor sulphur fertilizers in farmer community
Following table shows the competitor product for Bensulf in the market about which
farmers are aware.

Table no. 3.8 Awareness of competitor sulfur fertilizers

Name of
fertilizer


No of respondents

Percentage
Sulphur (RCF) 8 11
Prosulf
(Mahafed)
14 18
Sulphur
(Manasha)
4 5
Bensulf 36 47
Not known 14 19
Total 76 100

Sample
no.
Available
Potassium
Range Sample no.
Available
potassium
Range
1
392 Very high
9
504 Very high
2
112 Low
10
112 Low
3
280 High
11
560 Very high
4
280 High
12
616 Very high
5
1400 Very high
13
336 Very high
6
168 Medium
14
560 Very high
7
448 Very high
15
280 High
8
224 Normal high
-
- -

Fig no.3.2 Awareness of competitor sulfur fertilizers



Graph shows majority farmers are aware about the Mahadhan Bensulf. It is popular in
the Bhor Tahsil which indicates the good publicity of the produce.
3.5. Objective To find out the customer perception about the Bensulf
3.5.1 Use of Mahadhan Bensulf
Awareness and adoption of the product are two different things in the market.
From Fig 3.3 it is observed that about 66 % respondents ues the Mahadhan Bensulf.

Fig no.3.3 Use of Mahadhan Bensulf



Majority of respondents use the Mahadhan Bensulf in the study area. It indicates
majority farmers are satisfactory with the result of Bensulf.

3.5.2. Benefits observed by using Bensulf

Bensulf is beneficial in different types of crops like it is useful to increase cane
yield and sugar recovery in sugarcane, oil and protein content in sugarcane, increase
fungal resistance, promotes nodulation in legumes, ensure proper maturity of wines
and berries in grape, increase tuber to shoot ratio in potato helps to attain maximum
TSS thereby increasing yield levels in fruit crop. Following table shows the different
uses observed by farmers using Mahadhan Bensulf in different crops.
Table no. 3.9 Benefits of Bensulf
Benefits No. of respondent Percentage
Quality of produce 19 58
Disease resistance 9 27
Production increases 5 15
Total 33 100

Fig no.3.4 Benefits of Bensulf





According to opinion of majority of respondents Bensulf helps to improve the quality
of produce, followed by disease resistance and production.

3.5.3. Source of information to motivate use of Mahadhan Bensulf

Extention services plays major role to motivate the farmers to use Mahadhan
Bensulf. Amongst all services which is beneficial is shown by following table.
Table 3.10- Sources of information

Sr no. Source Respondents Percentage
1 Agro agency 22 67
2 Newspaper, pamphlets, posters 4 12
3 innovative farmer 6 18
4 Agriculture officer 1 3
Total 33 100


Fig no.3.5 Sources of information




Chart clearly indicates that Agro agencies plays important role as source of
information to motivate use of Mahadhan Bensulf. It is necessary to pay attention
towards publicity through newspaper, pamphlets, posters etc


3.5.4. Reaction of farmers about quality and avaibility of Bensulf

Quality is major criteria which affects the sale of product. Thats why it is felt
necessary

to take reactions of the farmers about quality and availability of Bensulf. Table 3.11
illustrates the reaction of the farmers.

Table no. 3.11 Reaction of farmers about quality
Opinion Quality Avaibility
Very god 48 82
Good 40 18
Average 12 0
Below avg. 0 0
Total 100 100

Fig no.3.6 Quality and availability of Bensulf



Majority of farmers are of that opinion that quality of Mahadhan Bensulf is very good
as well as it is easily available.

3.5.5. Reaction of farmers about price of Bensulf
Price is crucial factor in purchasing decision of farmers. Therefore, it is felt
necessary to take reactions about this factor from the farmers. Following table shows
the reaction of the farmer about the price of Bensulf.
Table no. 3.12 Reactions of farmers about price

Sr. no Opinion Respondents Percentage
1 Costly 22 67
2 Appropriate 11 33
3 Low 0 0
Total 33 100


Fig no.3.7 Reactions of farmers about price



Mahadhan Bensulf is costly product according to opinion of respondents. It is
necessary to make it available in affordable prices to consumer.

3.5.6. Level of education of dealer

Education is an important parameter influencing enterprising attitudes through
various ways ultimately affecting managerial ability, skills and judgment in the
business. Following table shows the educational level of the dealers and sub dealers in
Bhor tahsil.




Table no. 3.13 Level of education

Level of education Respondents Percentage
SSC 3 30
HSC 3 30
Graduation 4 40
TOTAL 10 100

Fig no.3.8 Level of education



As the education plays important role in management practices. Majority of dealers
having the education up to graduation level.
3.5.7. Total turnover of last year

Turnover is the index of potential of marketing of agriculture input in study
area. Following table shows the business did by the dealers and sub dealers during
last year
Table no. 3.14 Total turnover

Turnover No of dealers Percentage
Below 35 lakhs 2 20
35 70 lakhs 4 40
Above 70 lakhs 4 40
Total 10 100




Fig no.3.9 Total turnover



Majority dealers comes under the turnover above 35 lakhs, which indicates high sale
of the companys product during last year.

3.5.8. Supply of Bensulf
Adequate and regular supply of product is also important part of marketing
strategy. Following are the reactions of dealers and sub dealers about supply of
Bensulf.
Table no. 3.15 Supply of Bensulf
Opinion No. of respondent Percentage
Good 7 70
Average 2 20
Below avg. 1 10
Total 10 100


Fig no.3.10 Supply of Bensulf




According to opinion of majority of Dealers supply of Bensulf from the DFPCL is
good. There is no problem of timely supply of Bensulf.

3.5.9. Reaction of dealers about price
Dealers are key players in the supply chain of fertilizers. They directly face
with the final customers therefore it is essential to know their reactions about price of
the product. Following are the reactions of the dealers about the price of Bensulf

Table no. 3.16 Reaction of dealers about price

Opinion Respondent Percentage
Costly 4 40
Appropriate 6 60
Total 10 100
Fig no.3.11 Reaction of dealers about price



Majority of dealers get Bensulf at appropriate prices as against farmers get at costly
prices.


3.5.10. Size of bag more preferable

Packaging plays important role in positioning of the product. There are mainly
two sizes of bags are available about mahadhan Bensulf. Following table shows the
bag size preferable by the farmers.

Table no. 3.17 preferable size of bags

Bag size Respondent Percentage
25 kg 0 0
10 kg 10 100
Total 10 100

Fig no.3.12 Preferable size of bags



As farmers having small land holding therefore all dealers prefer bag size of 10 kg.
There is very less demand for 25 kg bag


3.5.11. Suggestions given by Dealers to create demand among the farmer

Feedback by the farmers is essential to develop a strategy to increase the sale of
the product. Type of feedback about the product shows perception of the product in

mind of customer. Following are the suggestions given by the farmers to increase the
sell of Bensulf
Table no. 3.18 Suggestion by dealers
Suggestions Respondents Percentage
Field visits 4 24
Farmers meeting 3 17
Field Demonstration 5 29
Cost reductions 2 12
Advertising 1 6
Soil testing 2 12
Total 17 100
Fig no.3.13 Suggestion by dealers



Majority of dealers demanding field demonstration, field visits and farmers meeting to
create demand in the farmers.




3.6. Mini advertising campaign of Mahadhan Bensulf
Place - Nasarapur, Tal - Bhor, Dist Pune. Date 28
th
July

Guidelines by Mr.Abhijit P. Giram.

3.6.1. Objectives
Increase customer awareness.
Generate consumer interest which should lead to trial
Generate enquires from target consumer group
Build traffic for a brand at the retail outlet there by generating additional
sales of the product.
Motivate the customer to repeat the purchase.
Increase the rate of purchase
3.6.2. Purpose behind selection of the place Nasarapur.
Nasarapur is the place where on every Sunday weekly bazaar is organised.
Where large number of farmers were came from whole tahsil as well as some part of
the Welha tahasil for weekly bazaar. Therefore there is huge traffic of farmers at every
Sunday. Also Nasarapur is the potential area for agriculture in Bhor tahsil as a result of
which more than 5 Krishi Seva Kendra are located in single Nasarapur village.
Around the area of Nasarapur village there are about 35 green houses are
located. Total area under greenhouse is about 22 23 acres. Whole area of greenhouse
is under Gerbera cultivation where use of Bensulf is advisable. Though farmers are
using Bensulf for gerbera still some greenhouse cultivators are not aware about use of
Bensulf.
There is large area under vegetable cultivation, where vegetables like onion, tomato,
bringal, cauliflower, cabbage are mostly grown. For these vegetable crops Bensulf is
best resulted.

3.6.3. Methodology used -

Advertising stall of MAHADHAN BENSULF and distribution of product literature
(leaflets and pamphlets).

3.6.4. Reasons behind using this methodology

Face to face to contact with farmers which facilities interactions with farmers.

Large exposure within short period.
Easy feedback of the farmers.
Literacy of the farmers
3.6.5. Relation between awareness & trial


Awareness



Brand knowledge & image



Attitude toward the brand



Action (Trial)


3.6.5. Relation between awareness & trial





Advertising campaign Nasarapur
3.6.6. Reactions of farmers in campaign

1. Bensulf gives best result for vegetables like onion, tomato, cauliflower and
also flower like Gerbera.

2. In tomato and onion Bensulf helps in colour development.

3. In gerbera Bensulf help to reduce the attack of fungus.

4. Bensulf gives best result, no need of promotion.

5. Farmers are complaining about price of Madhan Bensulf.














3.7. Findings

o Bhor Tahasil is potential area for agriculture production
o Soil of Bhor tahasil is generally deficit in organic carbon but excess in
phosphorus & potassium
o Soil having normal pH & E.C.
o Awareness about Bensulf in farmers is fairly good. About one third interviewed
farmers are using Bensulf.
o Bensulf is more effective in quality improvement than increase in production.
o In case of greenhouse it act as disease resistance (reduces fungal attack.)
o Agro agencies are the major source of information to motivate the use of
Bensulf.
o There is no any type of compliant about quality and supply of Bensulf. Bensulf
gives best result to crop like onion, tomato, cauliflower, sugarcane.
o One third of farmers reacting Bensulf as costly product.
o Farmers dont give more importance to shininess of granules, efficiency, storage,
packaging etc.
o Majority of dealers of that area are above 12
th
standard and having large share in
the trade of fertilizer.
o There is no compliant about supply. As compare to farmers most of the dealers
reacting Bensulf having appropriate price.
o Out of two packing sizes 10 kg bag size is more preferable because of small
holding.
o Ranadey and Zuari are the leading companies in the sales promotion.
o Field demonstrations, farmers meeting and field visits are more effective
methods of sales promotion than cost reduction & advertising.
o Farmers are also responding well for advertising campaign.







3.8. Conclusion
Project concludes that soil of Bhor tahsil is low in organic carbon and
excess in available phosphorus and potassium. Also soil having normal pH and
Electrical conductivity.
Project also shows responses of customers, awareness of Bensulf,
competition of product among different brands. Farmers are satisfied with products
quality but most of the farmers having compliant about price of the Bensulf of the
company.
Company should concentrate on developing the relation with the farmers
and dealers through different promotions activities as relationship plays vital when it
comes to trust which is very important in fertilizers segment.
The existing position of the product is not satisfactory so more field level
work to be required to enhance the growth of company in future.


























3.9. Recommendations

1) Company should provide quick soil testing facility with reasonable
price to the Farmers.
2) Sugarcane and vegetables are grown on large scale in Bhor tahsil. Also
increasing area under greenhouse therefore company should try to
increase awareness of Bensulf in that area.
3) Dealers and innovative farmers are the most effective tools to
disseminate information about the product so product literature should
be shown in the krishi seva kendra and focus on the innovative farmers.
4) Field demonstrations should be taken on the field of innovative farmers
in the area.
5) Create more demand for the product by reducing margin of dealers and
providing product to farmers with low cost.
6) Company should maintain quality of Bensulf to the best level because
farmers of that area are more result oriented & they treated Bensulf as
quality product.
7) There should be one Sartthi centre for that area to provide consultancy
for Agriculture.
8) There should be network of strong field level staffs, necessary to
increase sell.
9) Company should more focus on field demonstrations, farmers meeting
and field visit to enhance the company growth in future.
















REFERANCES

Books:

Marketing Research (Text & Cases); Rajendra Nargundkar; Tata McGraw Hill
Publications; page no. 23, 24 89 & 90
Marketing Management (Text and Cases); Rajan Saxena; Tata McGraw Hill
Publications; page no. 112-135,148,149,169,413,414 and 415.
Donald R. Cooper and Pamela S. Schindler. 2007. Marketing Research
Concept and
Cases. Mcgraw-hill companies. Part14:497- 524
Philip Kotler and Gray Armstrong. 2008. Principle of Marketing. Pearson
education,
inc. 5: 123-139.
Philip Kotler, Kevin Lane Keller, Abraham Koshy and Mithileshwar Jha.
Marketing
Management. Pearson education, inc.5: 116-124, 15: 402-403

Websites:
<http://www.deepakgroups.com/dfpcl/about_us.asp>

<http://www.deepakgroups.com/dfpcl/agribussiness_product.asp>

<http://www.managementhelp.org/customer/satisfy.htm>




















VITA

Mr. Bankhele Ashish Dinkar
(Regn. No. 08/221)

A candidate for the degree of
MASTER OF BISUNESS MANAGEMENT (AGRICULTURE)
- 2009 -
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
Title of the Project : Market research and promotion of
Mahadhan Bensulf
Department : Master of Business Management (Agri.)

Biographical facet
* Personal information : Born on 24
th
Sept, 1986, at Nirgudsar,
Tahasil Ambegaon, Dist. - Pune.Son of
Mr. Bankhele Dinkar Pandurang and
Mrs. Bankhele Rohini Dinkar.

*Educational qualification:
Attended S.S.C. Examination at Vidhya Vikas
Mandir, Awasari (bk), Dist-Pune securing
First Class with Distinction in the year
2002.

Passed H.S.C Examination from Rajendra J unior
College, Khandala, Dist -Satara bagging
First Class, in the year 2004.

Obtained B. Sc. (Agri.) degree with Second
Class in the year 2008, from College of
Agriculture, Kolhapur, a constituent college
of Mahatma Phule Krishi Vidyapeeth,
Rahuri.

* Permanent address: At/Post- Awasari(bk), Tel- Ambegaon,
Dist-Pune

Contact No. :9011649765 / 9960442267

email : Abankhele018@rediffmail.com

* * * * * * *