SYNOPSIS

Effectiveness of Marketing Strategies of Ankur Seeds Pvt. Ltd. for BT-Cotton in Katol taluka (Nagpur)

ORGANIZATION

Ankur Seeds Pvt. Ltd. Nagpur

SUBMITTED BY
SANTOSH B. IDHOLE (04-0527-2009)

INSTITUTE OF AGRIBUSINESS MANAGEMENT NAVSARI AGRICULTURAL UNIVERSITY NAVSARI 396 450

TITLE:

Effectiveness of Marketing Strategies of Ankur Seeds Pvt. Ltd. for BT-Cotton in Katol taluka (Nagpur)

SUBJECT CODE: ABM 647 ORGANIZATIONAL GUIDE: Mr. Honrao sir D.G.O. Ankur Seeds Pvt. Ltd. Nagpur

INSTITUTIONAL GUIDE Mr. Bhavesh Chaudhari Assi. Proff. INSTITUTE OF AGRIBUSINESS MANAGEMENT, NAVSARI AGRICULTURAL UNIVERSITY, NAVSARI

Intoduction:
Ankur Seeds Pvt. Ltd. was established in 1976 at Nagpur, Maharashtra. It launched its research and development activities in 1978. The objective was to produce high yielding economical hybrids and varieties suiting the farmer's needs. The company bagged the National award for excellent research and development achievements in 1996. Ankur Seeds has carved a niche for itself in the field of agribusiness. It has earned the trust and confidence of the farming community because of its quality products. Ankur Seeds has realized the future needs of the industry and has geared up for the same. "Biotechnology through bio safety for the benefit of mankind" is Ankur's vision.

History of Ankur:Ankur Seeds Private Limited was established in 1976 at Nagpur, Maharashtra. The founder of company is Ravidada Kashikar, Laxmandada Aurangabadkar and Madhavrao Shembekar. They found that the people in Maharashtra do not get good quality seed or hybrid seed as there is very low production from field. So they decided to try to provide good quality seed at affordable price. They established their company in Nagpur city of Maharashtra and now company has spread its presence all over India. They produce and sell all seeds of different crops. It launched its research and development activities in 1978 and received recognition from DSIR Government of India in 1992-1993. The objective of the research and development unit was to produce high yielding economical hybrids and varieties suiting the farmer's needs. The company bagged the National award for excellent research and development achievements in 1996. Ankur Seed has envisioned the future needs of the industry and has geared up for the same. Biotechnology through bio safety for the benefit of mankind is Ankur's vision beyond 2004.

Mission
Three dynamic young agriculturists Ravidada Kashikar, Laxmandada Aurangabadkar and Madhavrao Shembekar started on a mission, a mission to provide quality planting material suitable for the Indian subcontinent, to bolster the green revolution to the other parts of India. Thus was born Ankur Seeds. The mainstay of a successful crop being in the quality of seeds sown, Ankur aimed at providing high quality seeds to the farmer community at reasonable prices. Ankurs aim has also been to convince the farmers about the beneficial use of high yielding hybrids to local varieties and thus enhance production.

Scope and benefits of Study

This study will show an analyze the various sales promotional strategies and marketing strategy Ankur Seeds Pvt. Ltd. The main objective is to study Effectiveness of Marketing Strategies of Ankur Seeds Pvt. Ltd. Nagpur for BT-Cotton in Katol. The data collected has been subjected to analysis and interpretation on the basis of objective and suggestions have been given at the end, which will help the company to improve their strategies for taking steps for set up the Sale promotional strategy, marketing strategy and competitive advantage over the competitors, It also helps in identify the problems of the farmers, dealers and suggestion to company to make improvement in their marketing strategies.

Limitations of Project Study

Following limitations may come while conducting the project.   This survey is totally dependent on response of farmers and dealers. Time barrier.

The project is mainly focused on survey of Katol taluka (Dist-Nagpur) So, the

outcome of the project cannot be applied for other places due to demographic and geographic differentiation.

Research Methodology
Sources of Data  Primary sources: Farmers, Distributors & Dealers.  Secondary sources: literature, internet, record and reports of the organization

Method of data collection Personal interview, telephonic talk and group discussion with Farmers, Distributors & Dealers. Responses will be collected by using structured Questionnaires. Sampling Plan and Sample size Selection of location: Potential areas of Katol are selected as per preplanning of organization. Potential areas are Ajangaon, Mendepathar, Pardi, Hatala, linga, Dhavlapur, Sample Size: 100 numbers of progressive farmers and more than 25 distributors/ dealers from selected Potential areas of katol. Sample unit: Progressive farmers, Distributors & Dealers.

Sampling Design: Purposive simple random sampling design Method of data processing and Analysis: Simple statistical analysis

Title of project: Effectiveness of Marketing Strategies of Ankur Seeds Pvt. Ltd. for BT-Cotton in Katol taluka (Nagpur)

Objectives: 1) To study the present marketing strategies of Ankur Seeds Pvt. Ltd. 2) To study the present promotional strategies of Ankur Seeds Pvt. Ltd. 3) To identify/ calculate the Market share of BT Cotton of Ankur Seeds Pvt. Ltd. 4) To study the Farmers and Retailers perception about the BT Cotton of Ankur Seeds Pvt. Ltd. 5) To study about improvement of marketing strategies of Ankur Seeds Pvt. Ltd. 6) To do SWOT analysis.

Retailers Que:1) 2) 3) 4) 5) 6) 7) Retailers name________________________________________________ Address_______________________________________________________ Contact_______________________________________________________ Did you Sale BT- Cotton of Ankur Seeds Pvt. Ltd.? ______________________________________________________________ If yes, Why you are sale BT- Cotton of Ankur Seeds Pvt. Ltd.? ______________________________________________________________ If No, Why you are not sale BT- Cotton of Ankur Seeds Pvt. Ltd.? ______________________________________________________________ What percent market share cover by BT- Cotton of Ankur Seeds Pvt. Ltd. 0-10% 11-20% 21-30% 31-40% 41-50% 51-60% 61-70% 71-80% 81-90% 91-100% What rank You give to Why you are sale BT- Cotton of Ankur Seeds Pvt. Ltd. On the basis of sale? Company name Rank Rassi Seeds Ankur Seeds

8)

Krishidhan Seeds JK Seeds Other

9) What rank you give to the BT- Cotton of Ankur Seeds Pvt. Ltd. As compaire to other companies? Parameters Rank Margin Farmers interest Promotion Delivery Other 10) What type of Marketing strategies Ankur Seeds Pvt. Ltd. Use to support your Sale? ______________________________________________________________ 11) What type of problems you face to sale the BT- Cotton of Ankur Seeds Pvt. Ltd. ______________________________________________________________ 12) What you are suggest for improve marketing strategies of Ankur Seeds Pvt. Ltd.?

Suggestions for questionnaire 1. Please make appropriate spelling corrections +Farmers Que:Farmer s Name_________________________________________________ Address_______________________________________________________ Ph. No.________________________________________________________ Education_____________________________________________________ Land Holding___________________________________________________

1) 2) 3) 4) 5) 6) 7) Did you use Ankur Seeds? Yes No If yes then why If no then which other company & why ? . 2. Since how long you are using Ankur Seeds? 8. please include the question for seed usage per acre & hectore? 9 how much seed you buy? 10. . Which are the varieties you have been growing over the years?
2006-07 2007-08 2008-09

2009-10

11. . Which is the high yielding variety? 12. . From where do you procure seeds?

8) If No, Why you are not use Ankur Seeds? _____________________________________________________________ 9) Which other company seeds you mostly prefer?

_____________________________________________________________ 10) Why you use other company seeds? _____________________________________________________________ 11) If Yes, Why you are use Ankur Seeds? 11. What factors you consider while buying for Seeds? Mention factors & 1. company name/ reputation 2. Quality 3. Price 4. Variety 5. Past experience for that brand 6. Brand name 7. Any recommendation by expert Promotion related questions? 1. How do you come to know about Ankur seeds? 12) From where you get information about the seeds? T.V. Radio Newspaper Farmers Stalls Pamphlet Other 12. Does any scheme influence your decision? 13. Does advertisement affect your buying decision? 14. If yes then which media? TV Radio, News paper, Hoardings, Poster or another? 15. Whose advice you consider for buying seeds? 1) Self only2. Fellow farmer 3. Friends 4. Agro centre 5. Any extension worker 6. If any other then pleases mention.

Satisfaction level of farmers Attributes Very good Good Ok Poor very Poor Advertisements Price Quality Packing Pest & Disease resistance yield (select the attributes as per your requirement & ) Please rate 13) Satisfaction level of Farmer toward Ankur Marketing strategies? Very High High Moderate Low Very Low No 14) Influence of Ankur Marketing Strategies on farmer for purchase of seeds? Very High High Moderate Low Very Low No 15) What rank you give to the BT- Cotton of Ankur Seeds Pvt. Ltd. As compaire to other companies? Parameaters Rank Price Production Promotion Pest and disease resistance Other 16) What type of difficulties you face for getting the the BT- Cotton of Ankur Seeds Pvt. Ltd.? _____________________________________________________________ 17) What you are suggest for improve the marketing strategies?

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