BRAND AND CHANNEL MANAGEMENT OF FERTILISERS

IN REFERENCE WITH IFFCO FERTILISERS

PRESENTED BY
MANAS RANJAN NAYAK
ROLL NUMBER: 15509V092035
Free Powerpoint Templates
Page 1
 COMPANY PROFILE

 IFFCO- Indian Farmer Fertilizers Co-operative ltd.

 IFFCO was established as the farmers’ own initiative in
Cooperative Sector on 3rd Nov. 1967.
 Largest producer of fertilisers in the country
 No. of Plant Locations : Five (Kalol, Kandla, Phulpur,
Aonla, Paradeep )
 Installed Annual Capacity (‘000 MT)
UREA - 4242.2
NPK/DAP - 4335.4
TOTAL ‘N’ - 2628.2
TOTAL ‘P2O5’ - 1712.8
 FERTILISER PRODUCTION -1191.01 Lakh MT
Free Powerpoint
 FERTILISER SALE- Templates
1356.84 Lakh MT Page 2
IFFCO ASSOCIATES

Free Powerpoint Templates

Page 3
 OBJECTIVES

 To study the demand pattern of different fertiliser

brands in the surveyed areas in reference to IFFCO
fertilisers.
 To study the distribution channel network mainly
focussing on retail outlets and societies.
 To study about demand and services of IFFCO
fertilisers.
 To study about the farmers profile and their
agricultural operational studies.

Free Powerpoint Templates

Page 4
 SCOPE OF STUDY

 The study will represent the current market scenario of

different brands of fertilisers used and their demand in the
surveyed areas.
 It provides a insight into the problems and hurdles faced by
the farmers in getting the fertilisers from the retail outlets
and the societies.
 It also provides the information about the demand and
usage of IFFCO fertiliser and its services.

Free Powerpoint Templates

Page 5
 METHODOLOGY
 Research sample:
• Sample size-50 farmers.
• The sample have been selected randomly.
• It is a mixed population of low, medium and high
grade of farmers.
 Research Area:
• The assigned areas for this project were
KHURDA and PURI districts of ORISSA.
• In KHURDA district (BALIPATNA,BALIANTA)
and in PURI district(PIPILI,DELANGA).

Free Powerpoint Templates

Page 6
Data collection:
• The data was collected by random personal interview
of the farmers with help of a structured questionnaire
having MCQs, dichotomous and open ended
questions.

LIMITATIONS
 The samples of people selected are farmers who are
mostly illiterate or very less studied.
 They are poorly oriented towards the technology and
research developments occurring in the fields of
agriculture.
Free Powerpoint Templates
Page 7
 DATA ANALYSIS

LAND UNDER CULTIVATION

14

12

10

0
UPTO 1 Acre 1-2 Acre 2-3 Acre 3-5 Acre More than 5 Acre Lease Farming

Free Powerpoint Templates

Page 8
 SOURCES OF CREDIT

25

20

15

10

0
Bank Co-operative society Money lender Non-credit

Free Powerpoint Templates

Page 9
 FERTILISER BRAND USAGE

40%
60% IFFCO BRAND
MIXED BRANDS

Free Powerpoint Templates

Page 10
 PRICE OF FERTILISER
30

30

25

18
20
Khurda district
Puri district

15

10

2
5

0
Correct price Higher price

Free Powerpoint Templates

Page 11
 STOCK MAINTAINANCE

70%

60%

50%

40% 62%

30%
38%

20%

10%

0%
IN STOCK OUT OF STOCK

Free Powerpoint Templates

Page 12
 FERTILISER SUPPLY

32

35

30

25
18

20

15

10

0
ON TIME UNTIMELY

Free Powerpoint Templates

Page 13
 DEMONSTRATION ABOUT FERTILISERS

20

YES
NO

30

Free Powerpoint Templates

Page 14
 PROMOTIONAL MEDIUM

18

16

14

12

10
18

12
6
10 10

4 7

0
RETAILERS WALL PAINTINGS CO-OPERATIVES PAMPLETS CAMPAIGNS

Free Powerpoint Templates

Page 15
 IFFCO visit

30

30

25 20

20 No of farmers

15

10

0
YES NO

Free Powerpoint Templates

Page 16
 SOURCE OF SUPPLY OF IFFCO FERTILISER

20
CO-OPERATIVE SOCIETY

30
RETAIL OUTLET

0 5 10 15 20 25 30

Free Powerpoint Templates

Page 17
 SOURCES OF INFORMATION ABOUT IFFCO

20

18

16

14

12
20
10
16
8

6
8
4
5
2
1
0
RETAILER FELLOW FARMER CO-OPERATIVE COMPANY OFFICERS OTHERS
SOCIETY

Free Powerpoint Templates

Page 18
 FINDINGS
 IFFCO was found to be sharing about 76%
market share in both the district. It is the brand
leader in single brand users accounting to 60%
market and other mixed brand users being 40%
of the farmer population.
 Stock maintenance has been a major problem
accounting to 32% farmers agree to the lack of it
in the retail stores.
 Supply of fertiliser was on time for 64% of
farmers while other 36% reported it to be
untimely.
Free Powerpoint Templates
Page 19
 60% of farmers responded to have received
information about new fertilizers while other 40%
are unaware.
 Retailers and co-operative societies are found to
be major sources of promotion for the fertilizers
as reported by the farmers.
 The best and major sources of credit were co-
operative societies and most farmers utilize their
own capital.
 Demonstrations about fertiliser usage has been
lacking with only 60% agreeing to it while 40%
don’t find it in their areas.
Free Powerpoint Templates
Page 20
 RECOMMENDATIONS
 IFFCO has established itself in PURI district through its
cooperatives and retail outlets but lacking behind in
KHURDA district.
 IFFCO fertilizer is better than other fertilizer due to its
late absorption into the soil and its effect for long time but
promotion is lacking. so they should arrange more
campaigning and demonstration.
 Untimely supply of fertilisers has been a major
drawback, which is to be minimized by maintaining a
good and better transportation channel as well as proper
storage facilities.
 IFFCO services like ITGI and IKSL are very beneficial for
the farmers which should be promoted.
 Soil testing for better crop
Free production.
Powerpoint Templates
Page 21
 CONCLUSION

The study has identified the problems

which the farmers are facing often and
they should be rectified by IFFCO itself to
meet both farmers as well as company
needs. The proper brand and channel
management promises a better growth
and development of the organization.

Free Powerpoint Templates

Page 22
THANK YOU…

Free Powerpoint Templates

Page 23