A

PROJECT REPORT
ON

“A STUDY ON EFFECTIVENESS IN PROMOTIONAL ACTIVITIES OF

MAHADHAN FERTILIZERS IN NASHIK DISTRICT”
AT

“DEEPAK FERTILIZERS AND PETROCHEMICALS CORPORATION LTD, SANGAMNER ”

SUBMITTED TO

SAVITRIBAI PHULE PUNE UNIVERSITY

IN PARTIAL FULFILLMENT OF
BACHELOR IN BUSINESSADMINISTRATION-(BBA)

SUBMITTED BY
MR. DUDHAWADE AJAY SANTOSH

UNDER THE GUIDENCE OF

PROF. R. S. DESHMUKH

AGASTI ARTS, COMMERCE AND DADASAHEB RUPWATE SCIENCE

COLLEGE, AKOLE
ACADEMIC YEAR-2023-24
 A
PROJECT REPORT
ON

“A STUDY ON EFFECTIVENESS IN PROMOTIONAL ACTIVITIES OF

MAHADHAN FERTILIZERS IN NASHIK DISTRICT”
AT

“DEEPAK FERTILIZERS AND PETROCHEMICALS CORPORATION LTD, SANGAMNER ”

SUBMITTED TO

SAVITRIBAI PHULE PUNE UNIVERSITY

IN PARTIAL FULFILLMENT OF
BACHELOR IN BUSINESSADMINISTRATION-(BBA)

SUBMITTED BY
MR. DUDHAWADE AJAY SANTOSH

UNDER THE GUIDENCE OF

PROF. R. S. DESHMUKH

AGASTI ARTS, COMMERCE AND DADASAHEB RUPWATE SCIENCE

COLLEGE, AKOLE
ACADEMIC YEAR-2023-24
 ACKNOWLEDGEMENT

A Project usually falls Short Of Its expectation unless guided by the right persons at the right
time. Success of a project is an outcome of sincere efforts, channeled in the right direction, efficient
supervision and the most the valuable professional guidance.
The project would not have been completed without the direct and indirect help and guidance of
such luminaries. They provide me with the necessary resources and atmosphere conductive for healthy
learning and training.
At the outset I would like to take this opportunity to gratefully acknowledge the very kind and
patient guidance I have received information my project from Manager and staff of Deepak
Fertilizers and Petrochemicals Corporation Ltd, Sangamner Without their critical evaluation and
suggestion at every stage of the project this report could not have reached in its present form. In
addition, my project guide, faculty of Agasti Arts, Commerce and Dadasaheb Rupwate Science
College, Akole has critically evaluated my each step in developing this project report.
I would like to extend my gratitude toward Dr. Bhaskar Shelke (Principal), Prof. K. S. Gunjal
(HOD), Prof. R. S. Deshmukh (project guide) for technical and moral support required for the
realization of this project report.
Lastly, I would like to thank all the members of Deepak Fertilizers and Petrochemicals
Corporation Ltd, Sangamner and my colleagues who gave me fruitful information to finish my
project.

DATE: - / /
MR.DUDHAWADE AJAY SANTOSH

PLACE: AKOLE
 ACKNOWLEDGEMENT

A Project usually falls Short Of Its expectation unless guided by the right persons at the right
time. Success of a project is an outcome of sincere efforts, channeled in the right direction, efficient
supervision and the most the valuable professional guidance.
The project would not have been completed without the direct and indirect help and guidance of
such luminaries. They provide me with the necessary resources and atmosphere conductive for healthy
learning and training.
At the outset I would like to take this opportunity to gratefully acknowledge the very kind and
patient guidance I have received information my project from Manager and staff of Deepak
Fertilizers and Petrochemicals Corporation Ltd, Sangamner Without their critical evaluation and
suggestion at every stage of the project this report could not have reached in its present form. In
addition, my project guide, faculty of Agasti Arts, Commerce and Dadasaheb Rupwate Science
College, Akole has critically evaluated my each step in developing this project report.
I would like to extend my gratitude toward Dr. Bhaskar Shelke (Principal), Prof. K. S. Gunjal
(HOD), Prof. R. S. Deshmukh (project guide) for technical and moral support required for the
realization of this project report.
Lastly, I would like to thank all the members of Deepak Fertilizers and Petrochemicals
Corporation Ltd, Sangamner and my colleagues who gave me fruitful information to finish my
project.

DATE: - / /
MR.DUDHAWADE AJAY SANTOSH

PLACE: AKOLE
 DECLARATION

I undersigned hereby declare that the project report entitled “A STUDY ON EFFECTIVENESS
IN PROMOTIONAL ACTIVITIES OF MAHADHAN FERTILIZERS IN NASHIK DISTRICT”
with special reference to DEEPAK FERTILIZERSAND PETROCHEMICALS CORPORATION
LTD, SANGAMNER is written and submitted by me to the University of Pune, in partial
fulfillment of the requirements for the award of degree of Bachelor of Business Administration
under the guidance of PROF. R. S. DESHMUKH is my original work and the conclusion drawn
there in are based on the material collected by myself.

DATE : / /

PLACE: AKOLE MR. DUDHAWADE AJAY SANTOSH

 DECLARATION

I undersigned hereby declare that the project report entitled “A STUDY ON EFFECTIVENESS
IN PROMOTIONAL ACTIVITIES OF MAHADHAN FERTILIZERS IN NASHIK DISTRICT”
with special reference to DEEPAK FERTILIZERSAND PETROCHEMICALS CORPORATION
LTD, SANGAMNER is written and submitted by me to the University of Pune, in partial
fulfillment of the requirements for the award of degree of Bachelor of Business Administration
under the guidance of PROF. R. S. DESHMUKH is my original work and the conclusion drawn
there in are based on the material collected by myself.

DATE : / /

PLACE: AKOLE MR. DUDHAWADE AJAY SANTOSH

 EXECUTIVE SUMMERY

Doing a professional course B.B.A program is very important to knowing organization

culture and also helps an acquiring knowledge & preparing one to face the real life challenges.
I got the opportunity to undergo with “A STUDY ON EFFECTIVENESS IN
PROMOTIONAL ACTIVITIES OF MAHADHAN FERTILIZERS IN NASHIK DISTRICT” AT
DEEPAK FERTILIZERSAND PETROCHEMICALS CORPORATION LTD, SANGAMNER . and
the project assigned to me on the topic “A STUDY ON EFFECTIVENESS IN PROMOTIONAL
ACTIVITIES OF MAHADHAN FERTILIZERS IN NASHIK DISTRICT” this Effectiveness In
Promotional Activities Of Mahadhan Fertilizer analysis of peoples has been compared.
During this period AT DEEPAK FERTILIZERSAND PETROCHEMICALS
CORPORATION LTD, SANGAMNER, Company provided opportunity to work under the shared
services dept. The financial data provided by the company found useful for the agriculture loan.
Basically project is based on the historical data. I understand the various concepts that are very
useful for doing project. In this interpretation and analysis, observation and findings, conclusion
and suggestions make on the basis of collective information from various sectors.
 EXECUTIVE SUMMERY

Doing a professional course B.B.A program is very important to knowing organization

culture and also helps an acquiring knowledge & preparing one to face the real life challenges.
I got the opportunity to undergo with “A STUDY ON EFFECTIVENESS IN
PROMOTIONAL ACTIVITIES OF MAHADHAN FERTILIZERS IN NASHIK DISTRICT” AT
DEEPAK FERTILIZERSAND PETROCHEMICALS CORPORATION LTD, SANGAMNER . and
the project assigned to me on the topic “A STUDY ON EFFECTIVENESS IN PROMOTIONAL
ACTIVITIES OF MAHADHAN FERTILIZERS IN NASHIK DISTRICT” this Effectiveness In
Promotional Activities Of Mahadhan Fertilizer analysis of peoples has been compared.
During this period AT DEEPAK FERTILIZERSAND PETROCHEMICALS
CORPORATION LTD, SANGAMNER, Company provided opportunity to work under the shared
services dept. The financial data provided by the company found useful for the agriculture loan.
Basically project is based on the historical data. I understand the various concepts that are very
useful for doing project. In this interpretation and analysis, observation and findings, conclusion
and suggestions make on the basis of collective information from various sectors.
 INDEX

CHAPTER
PARTICULAR
NO.

Certificate From College

Acknowledgement
Declaration
Executive Summary

INTRODUCTION
1.1 Selection of Topic
1.2 Objective of the project
1 1.3 Scope of the project
1.4 Limitation of the Study
1.5 Company Profile
1.6 Product Profile
1.7 Theoretical Background

2 RESEARCH METHODOLOGY

3 RATIO ANALYSIS AND INTERPRETATION OF DATA

4 FINDING

5 CONCLUSION

6 RECOMMENDATIONS

7 BIBLIOGRAPHY
 1. INTRODUCTION

1.1 SELECTION OF THE TOPIC

Marketing activity centers around consumers' satisfaction through management of

the marketing mix: Product, Prices, Promotion & product placement - the 4Ps of
Marketing management. Marketing management should constantly evaluate the changing
marketing environment to make adjustment needed to reach the goal. Identification and
removal of the barriers to facilitate consumption are the key functions of marketing
management. This is a valid proposition in the fertilizer marketing system. Marketing
management should take innovative strategies to benefit the consumers and the firm. A
strategy that worked well in a given environment would prove ineffective in other. In the
fertilizer industry the situation has changed. The consumption which was steeply growing
has started declining since 1986. In order to reverse the declining trend in the fertilizer
production due to stagnation in consumption, the marketing system has to be revitalized.
Marketing management concepts have to be adopted and marketing mix appropriately

managed .
Management of soil fertility has been the preoccupation of farmers for thousands of
years. Egyptians, Romans, Babylonians, and early Germans are all recorded as using
minerals and or manure to enhance the productivity of their farms. [1] The modern
science of plant nutrition started in the 19th century and the work of German chemist
Justus von Liebig, among others. John Bennet Lawes, an English entrepreneur, began to
experiment on the effects of various manures on plants growing in pots in 1837, and a
year or two later the experiments were extended to crops in the field. One immediate
consequence was that in 1842 he patented a manure formed by treating phosphates with
sulfuric acid, and thus was the first to create the artificial manure industry. In the
succeeding year he enlisted the services of Joseph Henry Gilbert, with whom he carried
on for more than half a century on experiments in raising crops at the Institute of Arable
Crops Research. The Birkeland–Eyde process was one of the competing industrial

1
processes in the beginning of nitrogen based fertilizer production. This process was used
to fix atmospheric nitrogen (N2) into nitric acid (HNO3), one of several chemical
processes generally referred to as nitrogen fixation. The resultant nitric acid was then
used as a source of nitrate (NO3−). A factory based on the process was built in Rjukan
and Notodden in Norway, combined with the building of large hydroelectric power
facilities

2
 1.2 OBJECTIVES OF PROJECT

1. To give the knowledge about the fertilizer to farmer in Sangamner Taluka.

2. To measure the effectiveness of promotion in terms of sales

3. To know the awareness of customer toward the Mahadhan fertilizers

4. To find out most preferred mode of information to get the knowledge of the

fertilizer by the customer

3
 1.3 SCOPE OF PROJECT

 It is useful to understand & analyses customer view about Mahadhan Fertilizer

and its product.

 It will help the organization to identify which activities will be useful and
effective to increase the sales.

 It will help the organization which tools and technique use to promotion for
Mahadhan fertilizer.

 It will helpful to determine that new company can introduce better service for
their product to customer.

 The study will help the company to know the Farmers opinion about the different
products of company to identify problems & improve quality of product to
customer.

 The study will also help the management to decide how and where to better
allocate resources such as technology.

4
 1.4 LIMITATIONS OF PROJECT

Though the research was conducted properly, the probability of errors and biases
kept in minimum; still some errors occurred crept in because of certain limitation.
These are as follows:

a. As project duration was limited that is only Two months, so sample size for the
project was so limited.
b. One of the general drawbacks could be tendency of the respondents to hide the
information.
c. Data was applicable to Sangamner City only and do not applicable to other areas
in Sangamner.
d. Although I have tried to take proper care in administering the questions but there
could be situational errors or errors of misunderstanding or errors of
misinterpretation.
e. Some of the respondents were illiterate so I used the schedule method (asking
the question by ourselves by means of interview and filling the questionnaire).
f. The distribution channel of Mahadhan is not sufficient to the Sangamner area.
g. The market/ sales promotion of Mahadhan fertilizer is not so good.

5
 1.5 INDUSTRY PROFILE

ORGANISATIONAL PROFILE

History of the Company: -

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, for being the best Chemical Industrial unit in India.

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.

6
 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 July 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 agro-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 Taloja, 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, India's
largest Design Centre and Specialty Mall for interiors and exteriors. This 5,50,000sq. ft
Project is located near the SANGAMNER and is home to 52 product and service
categories in interiors and exteriors.
The company undertook major expansion and diversification in 1989 to achieve forward
1. Chemicals
2. Agribusiness
3. Specialty Retailing

1. Chemicals: This division of DFPCL manufactures Methanol, various grades of Nitric

Acid and Ammonia, Methanol, various concentrations of Nitric Acid (60%, 68%, 72%
and 98%), Ammonium Nitrate (AN).

7
2. Agribusiness: This division of DFPCL manufactures 24:24:0 prilled Nitro phosphate
fertilizers under the brand name Mahadhan. DFPCL markets Mahadhan through a
network of over 1000 dealers.

3. 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.
Social Responsibilities: The Company has been contributing towards social causes for
nearly two decades DCT has been actively working in the area of mother and childcare.
Future Prospects: DFPCL plans to leverage its well-knit marketing and distribution
network in chemicals and fertilizer industry DFPCL is now executing two projects—an
Ammonia storage facility at JNPT and a 300 MTPA AN manufacturing facility at Pradip
in Orissa on the East Coast of India.
Products: Their products are Methanol, Nitric Acid, Liquid Carbon Dioxide,
Ammonium Nitrate, and Isopropyl Alcohol.

8
 1.6 COMPANY PROFILE

Table
Name of Industry Deepak Fertilizers & Petrochemicals Corporation Ltd
Sangamner, (Maharashtra)
Add of company Opp .Golf Course, Shastri Nagar Sangamner422605
Marketing Office

Primary Industry Fertilizers/petrochemical

Form Of Organization Private
Year Of Establishment 1970
Plant Capacity (Daily) 125(MT)
Website http://www.deepakgroup.com

Board of Directors
Table
Sr.No. Designation Name
1 Chairman C K Mehta
2 Managing Director S C Mehta
3 Company Secretary S Shriraman
4 Director P S Mehta
5 Member R A Shah
6 Member D Basu
7 Member N C Singhal
8 Member S R Wadhwa
9 Member S R Layer
10 Member Anil Sachdev
11 Member Parana Vakil
12 Member U P Javari

9
Vision

To develop a fast-growing company with sustained returns to stakeholder

Values

Care: Being responsible for our actions and words that may influence the lives of our
colleagues, customers, family and the society.

Respect: Giving respect to self and others. Embracing diversity and maintaining the
environment of solidarity and growth.

Team Work: Collectively achieving a common goal with commitment and in the process
moving forward and achieving together.

Mission Statement

1. We, in Deepak, believe that the customer is the very purpose of our existence.
2. We are a committed, hard-working and disciplined team working towards the
satisfaction of all stakeholders.
3. We are a caring organization working to continuously improve employee
satisfaction.
4. We work as a team to achieve quality and excellence in all our activities leading
to continuous growth.
5. We will create a learning organization, committed to continuously improve, to be
better than the best.

10
PRODUCT PROFILE

A) Bulk Fertilizers

The Government's new Nutrient Based Subsidy (NBS) policy, introduced from 1st April,
2010, has been positive for all the stakeholders’ viz. the Indian farmer, the fertilizer
industry. Along with improved production planning and cost management, better margins
have been achievable in the fertilizer sector. The Indian Fertilizer industry is now clearly
poised on a new growth trajectory.

Bulk fertilizers can essentially be categorized into the following sections:

 Manufactured Fertilizers
 Imported Fertilizers
 Traded Fertilizers

Manufactured Fertilizers:

 Mahadhan Power (24:24:0) – Nitro Phosphate Fertilizer

 Mahadhan Smartek (10:26:26)

Imported Fertilizers

 Mahadhan - Di Ammonium Phosphate (DAP)

 Mahadhan Potash (MOP)

Traded Fertilizers

 Mahadhan Sulphate - Ammonium Sulphate (20.6% N and 24% S)

 Mahadhan Super – (SSP – 16% P2)’’’

11
Table

Sr. No Name of Fertilizer Sr. No Name of Fertilizer

1 2

MAHADHAN- 24:24:0 (N.P.K.)

MAHADHAN Smartek-
10:26:26 (N.P.K)
3 4

MAHADHAN20:20:0:13

(N.P.K.S.) MAHADHAN-12:32:16(N.P.K.)

12
5 6

MADHADHAN-MURIATE OF
POTASH (M.O.P) NITRO PHOSPHATE POWER
23:23:0
7 8

NITRO PHOSPHET
MAHADHAN POTASH

13
9 10

MAHADHAN AMRUTA
MAHADHAN SUPER –
19:19:19
(SINGLE SUPER
PHOSPHATE)
11 12

MONO AMMONIUM MONO AMMONIUM

PHOSPHATE (MAP) 12:61:0 PHOSPHATE (MAP) 13:40:13
13 14

POTASSIUM NITRATE MONO POTASSIUM

(KNO3) 13:0:45 PHOSPHATE (MKP) 0:52:34

14
15 16

HADHAN AMRUTA
SULPHATE OF POTASH
CALCIUM NITRATE () N- CN
(SOP) 0:0:50 +18% S

17 18

MAHADHAN SHAKTI (Cal- MAHADHAN NATURAL

Mg) POTASH - 14-18% K

15
TOP 10 COMPATITORS IN FERTILIZER SECTOR

Table

Sr. NO. Companies

1. Bharat Fertilizer Industries Limited

2. Indian Farmers Fertilizer Cooperative Limited (IFFCO)

3. Hindustan Copper Limited (HCL), Khetrinagar

4. Zuari Industries Limited. Goa

5. Gujarat State Fertilizer and Chemical limited, Vadodara

6. Dharamsi Morarji Chemical Company Limited

7. Basant Agro Tech India Limited

8. Chambal Fertilizers and Chemicals Limited

9. United Phosphorous Limited

10. Aditya Birla Fertilizer limited

16
 1.7 THEORETICAL BACKGROUND

Generally, promotion is communicating with the public in an attempt to influence

them toward buying your products and/or services
1) “Promotion, a key ingredient in marketing campaigns, consists of a diverse
collection of incentives tools, mostly short term designed to stimulate quicker
or greater purchase of a particular product or a services by consumer or the
trade”.-

Philip Kotler
2) “In a specific sense, promotion includes those sales activities that supplement
both personnel selling and advertising and co-coordinator then and make the
effective such as plays, shows demonstration and other non-recurrent selling
effort not in the ordinary
-American Marketing Association
Scope and importance of promotion:
 Companies are looking to get a competitive edge.
 Quick returns are possible for short term profits.
 More consumers are looking for promotions before purchase.
 Channel memb1ers putting pressure on promotions.

Objectives of Promotion: The possible objectives for marketing promotions

may include the following:

 To Build Awareness
 To Create Interest
 To Provide Information
 To Stimulate Demand
 To Reinforce the Brand
 To introduce new products and to attract new Farmers and retain the existing
ones.

17
Promotion in Fertilizer:

Getting Farmers to plunk down cash or credit cards remains a painfully slow
process in this struggling economy. And that's precisely why it's important--and always
will be--to lure potential buyers with promotions. In fact, coming up with attractive
promotions has become a bigger deal than ever.

When done correctly, promotions get Farmers out of a holding pattern by giving them an
incentive to take action before a limited-time offer expires.

1. Target your effort

Promotions can spur purchases by established Farmers, reel in new Farmers, draw
Farmers from competitors, and get current Farmers to buy differently, and stimulate
business during slow periods. But rarely can one promotion accomplish all of those
objectives at once. As a result, you must decide which of the following is most important
so that you can target your effort:
 Do you want Farmers to purchase more frequently, buy in greater volume, or be
attracted to new or different offerings?
 Do you want to lure new Farmers into your business?
 Do you want lapsed Farmers to give your business another try?
 Do you want to boost business during slow hours, weekdays or particular
seasons?

After carefully and thoughtfully defining the audience and the change you want your
promotion to inspire, ask yourself this question: If you offer a time-limited incentive, is it
likely that the Farmers you've targeted will respond? If so, continue to the next step.

2. Plan your incentive

a well-thought-out; properly targeted promotion prompts Farmers to take action by
offering one of these incentives:
 Price savings, including discounts, coupons or added value offers
 Samples or trial offers to provide a low-risk way to try new products or services
 Events or experiences to generate crowds, enthusiasm, sales, public Taluka.

18
3. Price offers
The price must be strong enough to compel but reasonable enough to keep your business
out of red ink. Avoid uninspiring 10 to 20 percent discounts, but also avoid very deep
discounts unless they promote a loss leader to generate other higher-margin sales, or
unless they'll attract valuable new Farmers into your business.

4. Coupons always
Make a comeback in penny-pincher markets, which means they're hugely popular
these days. Even young consumers and affluent shoppers--groups that traditionally shun
coupons--are using them, boosting the typical 1 to 2 percent redemption rate by nearly 20
percent. Printed coupons are still the most widely circulated, but printable coupons,
distributed on web sites and via e-mail, provide a terrific way to test price offers with
business friends and fans before incurring costs to promote the offer more widely via
other media.

5. Samples work
In all lines of business to let Farmers try before buying. The key is to sample products
that are so great they'll win raves and repeat business.
 Online-based businesses need to promote free samples prominently in an effort to
attract links, visitors, site registrations and publicity. They can be the start of a
prosperous relationship with new Farmers.
 Retailers can turn sampling into promotional events. Think of Costco on
weekends.
 Service businesses would do well to give away mini versions of their offerings.
For example, five-minute shoulder massages or one-hour home decorating
consultations. Or, for higher-ticket service businesses, samples can take the form
of affordable introductory packages that allow prospective Farmers to wade into
the business relationship, gaining trust for the business while also receiving a
valuable service.

19
6. Events and experiences
Draw farmers for celebrations, product launches, special appearances or
presentations, and other activities that combine entertainment with brand and product
presentations. When hosting an event, make sure to go all out. A half-hearted, poorly
attended event is worse than no event at all, so plan, decorate, train your staff and
publicize accordingly.

7. Know what you want to achieve

Promotions work especially well when consumers are in need of a jolt to take
buying action. Just be clear about what you want to achieve. Set the number of sales you
want to ring up, dollars you want to bring in, customer names you want to collect, buying
patterns you want to change, or any other objective you want your promotion to achieve.
Then determine what your desired change will mean financially to your business.
By knowing the potential bottom-line impact of your promotion, you'll have the
information you need to allocate a promotion budget, dedicate staff time and invest the
energy necessary to host a strong promotion that will deliver business-boosting results
over the time period it covers.

Types of Promotion

In the Sales Promotion tutorial we saw that promotions can be classified into three
main areas:
 Consumer Market-Directed
 Trade Market-Directed
In this tutorial we look more deeply into each of these classifications by examining
the different types of promotions that fall into each. As we will see much of what is
covered is very familiar to even those who are new to marketing as it involves
promotional methods consumers are exposed to nearly every day. For marketers, it is
important to understand the value each type of sales promotion holds for helping them
meet their promotional objectives.

20
 Promotional tools: -
The marketing communication mix consists of six major modes of
communication. Each communication tool has its own unique characteristics and cost.

1. Advertising: -
Any paid form of no personal presentation and promotion of ideas, goods,
or service by an identified sponsor is called as advertising. Advertising is the art of
influencing human actions, awakening of the desire to possess product. It is a mass
persuasion and it is any form of publicity given to the product or services at the expense
of the person who wants such publicity for bringing his products or services to the notice
of the general public the real objective of advertising effective communication between
producer and consumer. Advertising can be used to build up long term image for a
product or trigger quick sales. The presence of advertising might have an effect on sales:
consumer might believe that a heavily advertised brand must offer “good value.
“Following are some qualities of advertising:
Pervasiveness: Advertising permits the seller to repeat a message many times.
Amplified expressiveness: Advertising provides opportunities for dramatizing the
company and its products through the artful use of print, sound, and colour.
Impersonality: The audience does not feel obligated to pay attention or respond to
advertising. Advertising is a monologue in front of, not a dialogue with, the audience.

2. Sales Promotion: -
A variety of short-term incentives to encourage trial or purchase of a product or service are
called as sales promotion. Companies use sales promotion tools- coupons, contests,
premiums, and the like-to draw a stronger and quicker buyer response. Sales promotion
can be used for short run effects such as to highlight product offers and boost sagging
sales. Sales promotion tools offer three distinctive benefits:
Communication: - they gain attention and may lead the consumer to the product
Incentive: - they incorporate some concession, inducement, or contribution that gives value to the
customer.

21
 Invitation: - They include distinct invitation to engage in the transaction now.

1. Public Relations and Publicity: -

Public relation involves variety of programs designed to promote or protect company’s
image or its individual products. Most companies have public relations department that
monitors the attitudes of public towards the organization and distributes the information
and communication to build goodwill. Marketers tend to underused public relation, yet a
well-thought program coordinated with the other communication mix elements can be
extremely effective. The appeal of public relations and publicity is based on three
distinctive qualities:
High credibility: - news stories and features are more authentic and credible to readers
than ads
Ability to catch buyers off guard: - public relations can reach prospects that prefer to
avoid salespeople and advertisements.
Dramatization: - public relations have the potential for dramatizing a company or
product.

2. Events and Experiences: -

Company sponsored activities and programs designed to create daily or
special brand-related interactions. There are many advantages to events and
experiences:
Relevant: - a well-chosen event or experience can be
Involving: - given their live, real-time quality, consumers can find events and
experiences more actively engaging.
Implicit: - events are more of an indirect “soft-sell.”

3. Direct Marketing: -
Without using marketing middlemen, selling goods to the customers is called direct
marketing. use of mail, telephone, fax, e-mail, or internet to communicate directly with
or solicit response or dialogue from specific customers and prospects. Direct marketing
has three distinct characteristics: -

22
 Customized: - the message can be prepared to appeal to the addressed individual.
Up-to-date: - a message can be prepared very quickly
Interactive: - a message can be changed depending on the person’s response.

4. Personal Selling: -
Face to face, interaction with one or more prospective purchasers for the purpose of
making presentations, answering questions, and procuring orders. Personal selling is
effective tool in later stages of buying process, particularly in building up buyer
preference, conviction, and action. Personal selling has three distinctive qualities:
Personal interaction: - personal selling involves an immediate and interactive relationship
between two or more persons. Each party is able to observe the others reactions.
Cultivation: - personal selling involves all kind of relationships to spring up ranging from
a matter-of-fact selling a relationship to deep personal friendship.
Response: - personal selling makes buyer feel under some obligation for having listened
to the sales talk.

Limitations of sales promotion

 Consumers may just wait for the incentives

 May diminish image of the firm, represent decline in the product quality.
 Reduces profit margins, Farmers may stock up during the promotion.

Shift focus away from the product itself to secondary factors, therefore product
differential advantage.

23
 2 RESEARCH METHODOLOGY

DEFINITION
“Marketing research is a systematic problem analysis, model building and fact
finding for the purpose of important decision making and control in the marketing of
goods and services. -Phillip Kotler.

ROLE OF RESEARCH
“Research is defined as the systematic and objective search for and analysis of
information relevant to the identification and solution of any problem.

Research Methodology:
Research methodology is a way to systematically solve the research problem. It
may be understood as a science of study how research is done scientifically. The various
steps that are generally adopted by researcher in study his research problem along with
the logic behind them. It is necessary for the researcher to know not only the research
method or techniques but also the methodology. Thus when we talk of research
methodology we not only talk of the research methods but also consider the logic behind
the methods we use in the contest of our research and explain why we are using a
particular method or technique and why we are not using others so that research are
capable of being evaluated either by research himself or by others.

RESEARCH PROCESS
Research exercise may take many forms but systematic enquiry is features
common to all such forms. Being a systematic enquiry, it requires careful planning of the
orderly investigation process
The steps of marketing research process are highlighted in the following flow
diagram

24
STATEMENT OF PROBLEM

This is one of the critical factor that researcher should undertake statement of
problem enlighten the problem faced by the company.
Today there is cut throat competition in each and every field and also customer
lifestyle, income group, consumption pattern are also changing therefore company want
to know the what is the actual position of their product in the market with special
reference to its major competitors?, what is the marketing promotion strategy for their
product? If it is good then company is in good position in the market and if it is not then
which are the factors responsible for affecting on sales, weather demographic variables
are responsible for consumption pattern of the customer?, if yes then which are the major
variables? And on the basis of different variables which marketing strategy will be
helpful for increasing the sales of company? Therefore work assigned to researcher was
measuring the effectiveness in sales promotional activities of Mahadhan fertilizer in
Sangamner Taluka.

SELECTION OF TOPIC
Selection of topic chosen by the researcher was “Effectiveness in
Promotional Activities of Mahadhan Fertilizer in SangamnerTaluka”. Researcher
chose this title after an in-depth consultation with the manager of the company.
A topic gave researcher full exposure of the company and it will definitely
help in all my future and endeavors.

2.1 RESEARCH DESIGN

Promotions are short term programs that encourage consumers purchase or
sale of a product or service immediately.
Research problem –
 Increase the awareness level of Mahadhan fertilizers.
 Seek the general perception of consumer towards Mahadhan fertilizers.
 To find the performance of Mahadhan fertilizers. Vis-à-vis other brands.
 To know the consumer psyche and their behaviour towards Mahadhan fertilizers.

25
RESEARCH OBJECTIVES-
1. To know the existing promotion activities of company in SangamnerTaluka.
2. To measure the effectiveness of promotion in terms of sales.
3. To know the awareness of customer toward the Mahadhan fertilizers
4. To find out most preferred advertising tool by the customer of fertilizers
5. To find out most preferred mode of information to get the knowledge of the
fertilizer by the customer
6. To find out the competitors of Mahadhan in Sangamner Taluka

RESEARCH TYPE-

Descriptive research
Descriptive Research includes surveys and fact finding enquiries of different
kinds. Researcher has no control over the variables. He too can only report what has
happened and what is happening

2.2 DATA SOURCES-

1) Primary Data: -
The data was gathered from the customer in the form of a structured
Questionnaire which becomes the part of primary study. This data get from different
customer of Mahadhan fertilizer and retailers surveyed in the Sangamner Taluka.

2) Secondary Data
The data was gathered form company journals, project guide reports and
company brochures and websites.
Questions of this type offer the respondents an alternative to choose the right answer
among others. It is faster, time saving and less biased. It also simplifies the tabulating
process.

26
CONTACT METHOD:
In any research study there are basically three ways by one researcher can make a
contact to the required people as:
 Telephone
 Personal
 Here in this research study Personal contact method was adopted.

SAMPLING DESIGN
It is way of selecting sample.

Sampling is the process of obtaining information about an entire population by

examining only a part of it. In this research researcher has selected 100 samples from
Sangamner Taluka.

Sampling Plan
 Sample Element Farmers and Retailers
 Sample Extend Sangamner Taluka
 Sample Size 100 units. (75 farmers and 25 retailers).
 Sample Duration 2 Months
 Sampling Procedure Convenience Sampling

Sample Unit

Researcher had taken Retailers (Krishi Seva Kendra) and Customer (Farmers who
buy the fertilizer for Farming) as a sampling unit in Sangamner Taluka

Sample Size

For the purpose of study researcher had taken 25 retailers (Krishi Seva Kendra)
and 75 customers in different area of Sangamner Taluka.

27
Sampling Technique

The area under study was selected on the basis of the judgment and experience of
my project guide, hence Convenience sampling (Non probability sampling) method was
adopted for selecting the area.

In the selected area the retailers and customers were selected randomly.

Research instrument
Researcher has used questionnaire as a research instrument for collection of primary
data

Sample area
I have conducted the survey in the SangamnerTaluka& collected sample
respondents from the following areas.
1) Sangamner city 3) Sinnar,
2) Niphad 4) Yeola

DATA ANALYSIS
For the analysis of data researcher has used table, histogram and pie chart etc.
and some statistical tools like mean, mode, simple percentage for measuring market share
and market potential.

FIELD WORK- METHOD USED FOR DATA COLLECTION

 Questionnaire was prepared keeping the objective of research in mind.
 Questions were asked to respondents as regards to their willingness to purchase
Fertilizer.
 The help of questionnaires conducted direct interviews, in order to get accurate
information.
 People were not willing to answer, when they were contacted between 1.00 pm to
5.00 pm, the time when most of the people take rest during the scorching heat.

28
 3. DATA ANALYSIS AND INTERPRETATION

Q.1 Which types of fertilizer consume by you?

Table No-1
Sr. No Type of Fertilizer Respondent Percentage
1 Inorganic 40 55.33%
2 Organic 25 33.33%
3 Both 10 13.34%
Total 75 100%

10

Inorganic
Organic
40
25 Both

Graph No 1

Interpretation:-
That is 40 respondents are using the inorganic fertilizer and the percentage
of that is 55.33% (in sample), 15 respondents using the inorganic fertilizer and the
percentage of that is 33.33% (in sample), 15 respondents using the other fertilizer and the
percentage of that is 13.34 % (in sample).

29
Q.2 Are you aware about inorganic fertilizer brand?

Table No-2
Sr. No Yes/No Respondent Percentage
1 Yes 70 94%
2 No 05 06%
Total 75 100%
Source:Primary data

80

70

60

50

40
70
30

20

10

5
0
Yes No

Graph No 2

Interpretation:-
That is 70 respondents are aware about inorganic fertilizer brand, but 5
respondents are not aware about inorganic fertilizer brand (in sample).

30
Q.3 Which inorganic fertilizers brands you know?

Table No-3
Sr. No Inorganic Brands Respondent Percentage
1 Mahadhan 20 26.66%
2 Zuari 14 18.66%
3 Rcfl 12 16%
4 Iffco 10 13.34%
4 Gsfl 08 10.66%
6 Nfcl 06 08%
7 Poorva 04 05.34%
8 Other 01 01.34%
Total 75 100%

25

20

15

10 20
14 12
5 10 8 6 4
0 1

Graph No 3

Interpretation:-
20 respondents are using the Mahadhan fertilizers brand, 14 Zuari ,12 Rcfl , 1
Iffco,8 Gsfl, 6 Nfcl fertilizers brand. 4 respondents are using Poorva fertilizers brand and
14 respondents are using the other fertilizers brand.

31
Q.4 Tell the product name of Mahadhan fertilizers.

Table No-4

Sr. No Types of Fertilizers Respondent Percentage

1 18:46:00 20 26.66%
2 10:26:26 15 20%
3 12:32:16 15 20%
4 20;20;0;13 13 17.33%
5 19:19:19 10 36.44%

6 Other 02 02.67%

Total 75 100%

2
10 18:46:00
20
10:26:26
12:32:16
13
23:23:00
19:19:19
15
15 Other

Graph No 4

Interpretation:-
20 Respondents are using the18:46:00fertilizerand the15 respondents are using
the10:26:26fertilizer,15 respondents using the 23:23:00fertilizer and the 13 respondents
are using the 12:32:16 fertilizer,10 respondents using the 19:19:19 fertilizer and the 02
respondents are using the other fertilizer

32
Q.5 Have you seen the advertisement on the TV?

Table No-5

Sr. No Yes/No Respondent Percentage

1 Yes 70 94%

2 No 05 06%

Total 75 100%

70

Graph No-5

Interpretation:-
70 respondents are seen the TV advertisement of Mahadhan fertilizer brand, but 5
respondents are not seen the TV advertisement of Mahadhan fertilizer brand.

33
Q.6 On which TV channel you see the Add of Mahadhan fertilizers brand?

Table No-6
Sr. No TV Channel Respondent Percentage

1 DD Sahyadri 15 20%

2 Zee tv 10 13.33%

3 IBN Lokmat 15 20%

4 ZEE24 TASS 15 20%

5 ABP Maza 10 13.33%

6 Other 10 13.33%

Total 75 100%

DD Sahyadri
10 15
ETV Marathi
10 IBN Lokmat
10 ZEE24 TASS
15 ABP Maza
15
Other

Graph No-6

Interpretation:-
15 respondents are seen the TV advertisement of Mahadhan fertilizer on DD
Sahyadri, and10 ETV Marathi and15 IBN Lokmat, and 15 ZEE 24 Tass, 10 ABP Maza,
and 10 respondents seen the TV advertisement of Mahadhan fertilizer on other channel.

34
Q. 7 If NO any other media?

Table No-7

Sr. No Media Respondent Percentage

1 Radio 30 40%

2 Internet 10 13.33%

3 Mobile Phone 20 26.66%

4 Other 10 13.33%

35
30
25
20
15 30
10 20
5 10 10
0
Radio Internet Mobile Phone Other

Graph No-7

Interpretation:-
30 respondents are Here the advertisement of Mahadhan fertilizer on Radio, and
10 respondents are seen the advertisement of Mahadhan fertilizer on internet,20
respondents are seen the advertisement of Mahadhan fertilizer on mobile phone, and 10
respondents are seen the advertisement of Mahadhan fertilizer on other source.

35
PART-II
DATA ANALYSIS FOR RETAILERS

Q.1 Are you store Mahadhan fertilizer in your shop?

Table No-1

Sr.No Yes/No Respondent Percentage

1 Yes 25 100%

2 No 00 000%

Total 25 100%

25

Graph No-1

Interpretation:-
That is all 100% retailer is keep the MAHADHAN fertilizers brand in their shop.

36
Q.2 Three top selling fertilizer brand

Table No-2

Sr. No Fertilizers Brand Respondent Percentage

1 Mahadhan 15 60%

2 Zuari 5 20%

3 Iffco 5 20%

Total 25 100%

16
14
12
10
8 15
6
4
2 5 5

0
Mahadhan Zuari Iffco

Graph No-2

Interpretation:-
15 respondents say that the Mahadhan fertilizers brand is most selling than other
brand, and5respondents say that the Rcfl fertilizers brand is most selling than other
brand,5 respondents say that the Iffco fertilizers brand is most selling than other brand.

37
Q.3 Do the sales officer of Mahadhan are Cooperative?

Table No-3

Sr. No Yes/No Respondent Percentage

1 Yes 20 80%

2 No 05 20%

Total 25 100%

25

20

15

10

0
Yes No

Graph No-3

Interpretation:-
20 respondents say that the sales officer of Mahadhan are the Cooperative is
well. And 5 respondents say that the sales officer of Mahadhan is the Cooperative is not
well.

38
Q.4 They provide promotional support on time?

Table No-4
Sr. No Yes/No Respondent Percentage

1 Yes 20 80%

2 No 05 20%

Total 25 100%

Yes
No

20

Graph No-4

Interpretation:-
20 respondents say that the sales officer of Mahadhan they provides promotional
support on time. And 5 respondents say that the sales officer of Mahadhan they not
provide promotional support on time.

39
Q.5 Do they respond to the problem quickly?

Table No-5

Sr. No Yes/No Respondent Percentage

1 Yes 20 80%

2 No 05 20%

Total 25 100%

25

20

15

10 20
5
5
0
Yes No

Graph No-5

Interpretation:-
20 respondents say that the sales officer of Mahadhan they provides sales officer
of Mahadhan is get the response to the problem creates on time. And 5 respondents say
that the sales officer of Mahadhan is not get the response to the problem creates on time.

40
Q.6 As your opinion who is strong competitor of Mahadhan fertilizers?

Table No-6
Sr. No Competitor
1 ZUARI
2 RCFL
3 GSFL
4 NKFL
5 POORVA
6 GODAVARI
7 IFFCO
8 OTHER
Total
Respondent Percentage
6 24%
5 20%
3 12%
2 8%
2 8%
3 12%
4 16%
0 0%
25 100%

8
6
4
6 5
2 3 3 4
2 2
0 0
Zuari Rcfl Gsfl Nkfl Poorva GodavariIffco Other

Graph No-6

Interpretation:-
6 Respondents say that the strong competitor of Mahadhan fertilizers is Zuari, and
5 respondents Rcfl, That is 3 respondents Gsfl, and 2 respondents Nkfl, 2 respondent
Poorva, and 3 respondents Iffco, and No one strong competitor of Mahadhan fertilizers
from above.

41
Q.7What is your opinion regarding to service and quality of Mahadhan fertilizers?

Table No-7
Sr. No Service Respondent Percentage
/Quality
1 Exllence 15 60%
2 Good 5 20%
3 Avg 4 16%
4 Poor 1 4%
Total 25 100%

1
4
Exllence
Good
Avg
5 15
Poor

Graph No-7

Interpretation:-
15 respondents say that the service& quality of Mhadhan fertilizers brand is
Exilent, and 5 respondents say that the service& quality of Mhadhan fertilizers brand is
good, 4 respondents say that the service& quality of Mhadhan fertilizers brand is
Average, and 1 respondent say that the service& quality of Mhadhan fertilizers brand is
Poor.

42
 4. FINDINGS

FROM THE FARMERS

 Formers mainly grow tomato grapes, onion &sugarcane rather than to wheat,
bajra jawar & other crops.
 Former gives preference to use an inorganic fertilizer in their farm rather than
organic.
 From the graphs, the farmers are aware about inorganic fertilizer brands.
 More respondent is using the Mahadhan fertilizers.
 Most farmers use 18:46:00 fertilizer in their farm from theircrops them it is
followed by fertilizer like 10:26:26 &12:32:16. of Mahadhan.
 Farmers get informacatin & become anawe about the fertilizer. Form various
promotional strategies adopted by the fertilizer companies like the advertisement.
They also know about the fertilizer from the retailers in the area.
 Farmers watch advertisement of mahahan brand popular on a channel in
vernacular laganges like DD sahyadri, IBN lokmat, ZEE 24 tass.
 Some farmer gets information Mahadhan brand though Radio advertisement as
other media.

FROM THE RETAILERS:

 Most of retailer says sales officers of mahadhan are cooperative
 Most of the retailer think that in increase on promotional expanses definite
increase in sales.
 According to the retailer advertisement and sale promotion one the many in
influence and powerful tools.
 According to the retailers there would be low sales due to no promotions
 Near about 5-10% increment in sales because of promotions.
 Zuari and RCFL be the strong competitor Mahadhan
 Many retailers think that Mahadhan fertilizer is excellent in qulity&service

43
 5. CONCLUSION

The whole objectives of study were conduct through survey in SangamnerTaluka

to find out the promotional activities for Deepak fertilizers and petrochemicals ltd.
Following conclusions are indicating here
Various promotional strategies were conducted by Mahadhan in Sangamner city
like TV RADIO advertisement sales promotional schemes like free gifts, coupons
discount, demonstration, flex & newspapers advertisements on sales
It has seen that is great positive impact of promotions on sales.consumers are very
well aware about the Mahadhan fertilizer and according to survey it come to know that
most farmers get information about Mahadhan from TV, RADIO, advertisement
Zuari,RCFL,IFFCO, Godavari GSFL, NKFL are the strong competitors of th Mahadhan
in Sangamner market.

44
 6. SUGGESSTIONS

Regarding Promotion Strategy:

 Face to face meeting with the farmers by sales person and technical person will be
highly beneficial for increasing awareness about the Mahadhan fertilizers
 Knowledge should be given to farmers regarding scientific method of application
of Mahadhan fertilizers.
 Give the advertisement of products in local newspaper like Gawkari, Sakal Agro
one, and Punyanagari etc.
 Display poster and banners at krishi seva Kendra, Panchayat office where farmers
always given the visited.
 Company should provide sample of product for trial.
 Trial plots should be organized in progressive farmer’s field.
 Appropriate promotion activities considering the existing situation.

45
 7. BIBLIOGRAPHY

 PHILIPKOTLER&GARYARMSTRONG"PRINCIPLES OF MARKETING", Pearson

Education, Eleventh Edition, Page Number-154
 C.R. KOTHARI; "RESEARCH METHODOLOGY & TECHNIQUES", New Age
International Publisher, Revised Second Edition Page Number-1, 2, 5, 10, 31, 58, 97

. Company’s information Broacher,

. Company’s calendar, Journals,
. Company’s Annual Report, Newspaper.

 www.google.com
 deepakgroup.com
 Indian fertilizers.com
 Agri-lab@deepakfertilizers.com
 dfpccl.com

46