ALL WEATHER

FRIENDSHIP
-

CHRISTINA A19
SONALI A11

SILICA A18

AVANINDRA A10
-

FAIZAN A

INTRODUCTION

Nagarjuna fertilizers and chemicals limited is gas based fertilizer

factory in South India started in 1992

This company is under Nagarjuna Group which is owned by

K.V.K Raju in 1973

Their marketing head office is in Hyderabad

It has 6 marketing zones across the country : Andhra Pradesh ,

West Bengal , Orissa , Maharashtra, Karnataka.

PRODUCT PORTFOLIO

Fertilizers

Manufactured urea (1.4 million p.a.)

Traded Fertilizers (0.2 millions p.a.)

Pesticides

Seeds

Specialty Fertilizers

Other plant nutrients

PROMOTIONS

The design of promotional activities depends primarily on two

factors:

Understanding of consumers

Choice of pull or push strategy

CUSTOMER PROFILE

Overdependence of Indian agriculture on the monsoon

They are Shrewd decision makers. Many of the farmers exhibits good crop
knowledge and common sense.
They show eagerness to acquaint themselves with new technology. However,
they may not adopt readily due to financial reasons.
Farmers are influenced more by the success of other farmers then by extension
activities or advertisements and the sales promotional efforts of the Govt or
commercial organizations
Farmers are dependent on credit with higher interest.

Farmers are highly price sensitive due to low margins involved in agriculture

PROMOTIONAL ACTIVITIES

The promotional activities in the rural market required a strong

focus on developmental activities and forecasting of relationships
with dealers.

Dealer Front:

Rebates

Credit

Dealers meets

Customer Front

Advertising

FMS

New
collaboration

Promotional
Activities

Field
Promotions

Advertising

FARM MANAGEMENT SERVICES

NFCL has set up Nagarjuna Agricultural Research &

Development Institute to provide R&D support and initiated a
uniquely beneficial programs FMS.

Situation Specific Technology Transfer

Providing Feedback for site specific consultancy

Total involvement from the soil testing and land preparation stage
to the post harvest stage

Involvement of eminent scientists from NARDI in the exercise

Ensuring recording of farm practices

Helping in risk mitigation

ADVERTISING

Magazines ANNADATA

Prime time shows on TV

Wall Paintings

Hoardings

Audio Visual Van makes rounds covering villages

FIELD PROMOTIONS

Growers meetings

Crop Seminars

Scientists Visit to the field

KVK training

Big Farm meetings

Spot demonstration

TECHNOLOGY

Globalization has opened new ways for the business

Introduction of new agri portal like ikisan.com

This portal speaks with farmer in all the languages

It provides information about best farming practices, latest

technology, soil conditions

STRATEGY

Aim for high volume and high value margins

Supplying through local distributors

Selling usage more than a product

Offer technical services like technology transfer and co-operative

farming with an understanding of the farmers competitive needs.

SUGGESTIONS

Formation of farmers club to discuss their problem and possible

solutions

Interaction with scientists, experts and successful farmers to learn

and solve problem

Training on the proper use of inputs and farm equipment,

particularly that of spraying

Exchange programmes like field days , farmers meets and TV/

Video programmes