Submitted by:

21206061 SPANDITA TRIPATHY

21206062 SUBHAM NAG
21206063 SUBHAM RAY
MARKETING STRATEGY OF 21206064 SUCHISMITA SAHU

KRISHNA
21206065 SURJEET DAS
21206066 SWADHIKANTA RATH
PVT.
21206067 TADISETTI LOKESH
LTD. ANJANA SRIVATSAVA
(A CASE STUDY) 21206068 VEERLAPALLI
PAVANKUMAR REDDY
21206070 VUTTI SAI MAHANTH
21206071 ABHIJEET TRIPATHY
Submitted to:
Prof. Nishith Parida 21206072 SOMYA RANJAN NANDA
Director, KIIT School of Rural 21206073 SAKTI SOURAV MOHANTY
Management(KSRM)
21206075 FABRICE CHIGUMIJE
 COMPANY PROFILE
• Krishna Pvt. Ltd. is one of the leaders in the Indian agrochemical industry.
• Capacity to produce 12,000 M.T. of technical grade pesticide and 35,000
Tons/Litres of formulations per annum.
• Wide range of agrochemical products such as;
• Insecticides: Saksham, T Seeda, Saja, Nasaf and Heera
• Fungicides: Sintaf, Sintaf Plus, Captain and Fusigrab
• Weedicides: Seize, T Dosti and T Pasinda.
• India's leading producers of urea, ammonia and phosphate fertilisers.
Problem faced by the Company in Chhattisgarh:
• major causes of concern for Krishna Pvt. Ltd. in Chhattisgarh are as follows:
i. The main dealer Kisan Ratna in Raipur, is weak in selling to the vegetable sector and has
a share of 17% as against the more important dealers Krishak Kendra and Nootan Beej
Bhandar, who are dealers of Syngenta and Bayer and has a share of 66 %
ii. A similar problem exists in Durg, where the dealers of Bayer and Syngenta have a share
of 61%
iii. Complaints from the dealers regarding the product sizes & packages
iv. Non transparent pricing policies
 COMPETITOR ANALYSIS
• In this locality Syngenta agrochemicals is the main competitor.
• The study revealed that Syngenta, the market leader of agrochemical industry in Chhattisgarh
has contact strategies that are paramount to its success.
• Right from the sales executives to sales officers and field staff, every official is proactive and
visits 20-35 farmers a month.
• Syngenta uses advanced technologies through audio visual means; a van with LCD screen to
educate farmers on latest agricultural practices and to promote its products is used.
• The Syngenta India Agro Farmers Club has been formed to facilitate network building amongst
farmers who thereby have a platform to share their experiences and increase awareness.
• Syngenta and Basf have also been organizing annual and biannual informational seminars that
serve as a platform for grievance reprisal and to launch of new products.
• The companies also have an attractive reward system for its retailers, who are thus, always keen
to push the product.
 METHODOLOGY OF THE STUDY
• A study was made on the vegetable grower of Raipur and durg of Chhattisgarh .they have a
similarity in farmer profile, the buyer behavior. A total of 100 farmer and 30 dealer were
chosen for sample size.
• The questionnaire as tool gather data seemed inappropriate due to-
1.literacy rate of the farmer
2.product complexity
3.technical complexity
• Then personal interview could help in-
1.simplifying aspect of the questionnaire
2.watching customer reaction and personal observation
Findings-
1. Farmer profile-
• Farmers have average land holdings of 25 acres and median land holdings of 20 acre
2.Cropping and spraying pattern-
• 80% of the cultivated area was under vegetable,15% maize, fruit and sugarcane and 5%
paddy.
3.Irrigation facility-
• It was found that 86% of the total vegetable acreage had boring facility, about 60% of the
total vegetable acreage had drip irrigation.
4.Cash credit ratio-
• For smaller farmer having the land holding of less than 25acre the credit ratio is 30%.the
farmer having land holding of more than 25 acre the credit ratio is 80%.the net credit ratio is
60%.
5. innovativeness and product loyalty-
• The bigger farmer are less brand conscious and show low product loyalty. 70% of the
vegetable farmer are keen in trying new agrochemical product and techniques to prevent
resistance formation
6.Customer buying behavior-
• Depends on company name, farmer recommendation dealer recommendation, lunch of new
chemical and trial pack result
• From the study we got that 84% of the farmer are knowledgeable and purchase pesticide
based on technical compounds, but they have curiosity for the viricides.
• As per information 40% of the farmer take advice from the dealers.15% of the farmers watch
the agri programs like krusidarsan and Doordarshan and also depend on local newspaper
information.
 FINDINGS FROM THE STUDY

• Not only co-farmers recommendations and experiences but also company officials and
qualified field staff were consulted in the purchase decision.
• Farmers also desire help like better product, literature, helpline, farmer meetings+ field
contact, demonstrations and seminar from company. ( 90% of farmer desire farmer meetings
from company)field staffs not only campaign but also educate and guide farmers.
• Village fairs, stage shows, video van are used to attract farmers, educate them and let them
know brand offerings and also helpful to make them know about pest and disease and about
their corrective measures, this indicates the importance of face to face farmer meetings for
the adaptation and usage of chemical products.
 SUGGESTIONS AND
RECOMMENDATIONS
• After studying the problems in cultivation along with the
market competition, the company should come up with a new
product which is purely innovative and sustainable.
• Product details:
• Name- Krishna Organic no virus
• Type of product- Viricide (effective for viral diseases)
• Crops: Tomato & Cucurbit
• Dosage : No Virus Tomato & Cucurbit 3-5 ml/ liter of water
through the spray-Foliar Application.
• Disease: Result Seen On : Cucumber Mosaic, Virus Tomato
Leaf Curl, Tomato Mosaic
• This product will increase the shares of Krishna in the market as
compared to Syngenta and Bayer.
 4P’S OF THE PRODUCT
Product-
• It is a first effective Anti Virus product in the locality to protect crops from all types of viral diseases.
• It is a Broad Spectrum Organic Viricide which protects the plant from Virus and also improves resistance
against them.
• It is a combination of rare herbs which stops virus immediately and gives fresh growth and better yield in
plant.
• Good quality packaged product with attractive lebels.
Place-
• Initially the areas of Chatishgarh like Durg, Raipur and afterwards expansion of the product
Price-
• Attractive lower price of Rs.900/- (1L.), Rs.400/- (500ML), Rs.200/- (250ML)
Promotion-
• Advertising: Banners, posters, social media, farmer’s meeting
• Publicity: Farmers exhibition
• Sales promotion: free samples (mini-kits) to the potential farmers
• Personal selling: Word of mouth
 MARKETING SUGGESTIONS
• Contact Strategy:
Selection of the weak dealers like Kisan Ratna in Raipur along with the main dealers like Krishak
Kendra, Nootan Beej Bhandar and setting of the contract for 1 year or a specific time.
• Pricing Policy:
The product portfolio should be categorized into two categories:
(A)Viricide: level prices will be informed through the Pricing Circular;
(B)Pesticide and insecticide: net prices would be offered to distributors of so that they can work
out on their gains.
• Sole Stockist Margin: Sole stockists will get a margin of 3%, for Viricide and a margin of 2%,
for Pesticide and insecticide. For VIricides, the recommended price to retailer will be provided
in the price circular to the sole stockist
Matching Discount: Company will give 10-20% discounts on first purchage to the customers and
offers like gifts with company logo(plastic usables, bags etc.).
• Payment Incentive: Payment incentive and bonus would be offered to sole stockists or
preferred dealers for paying cash within specific days of invoicing.
• Rebate Agreement: Terms and conditions will be set for the discount which will act as an
contract.
• Year-end Performance Incentive: There will be a reward for sole stockist and preferred
dealers for accomplished targets established at the beginning of the financial year. It will be
based on sales of all Viricides and pesticide and insecticides, excluding the low profitability
products. It would be based on both quantitative (25 % weightage) as well as qualitative (75 %
weightage) parameters, to be decided at the beginning of the year
• Differential Discounts: Apart from the above, differential Discounts would be offered to sole
stockists or preferred dealers like 3 bottles(200Ml) free on first purchase of 10bottles(1L.) etc.
 KEY RECOMMENDATIONS
• Above studies reveals that vegetable growers of Chhattisgarh were knowledgeable and farming have
been done at large scale since long time.
• Target market: Krishna company have good market among the small farmers but it should be
extended to medium and large scale farmers with moto of less cost with more brand loyalty.
• Product portfolio: Krishna has a good presence in the fungicide market, this needs to be further
strengthened. However, the company needs to increase its base in the Viricide, pesticide and
herbicide sector with using brand image of insecticide sector.
Dealer Network:
• Regional mangers and sales department should look after the new dealers among the weaker districts
where cut to competition with Bayer and Syngenta .
• A uniform pricing and discount policy as discussed above should be adopted to reduce the
discontentment among the dealers.
 COMMUNICATION AND PROMOTION

• Product portfolios should be promoted as a complete solution for all problems of vegetable
growers. Trial packs and smaller packs must be distributed.
• Farmers having the opinion that products of Krishna company are concerned with paddy this
thought should be changed and should also create a brand image in vegetable input sector
also.
• The vegetable farmer community is progressive; they use the latest technologies and have a
high level of awareness about pests and diseases.
• It has been observed that officials from Syngenta, Bayer and Basf, have been working in this
sector for the past 10 years and are in regular touch with the farmers.
• Infect, the success of Syngenta lay in its intensive individual farmer contact, finally making
the farmer dependent on the company officials for regular advice before purchasing
pesticides, This strategy also should be adopted by the Krishna company sales driven
department by regular meetings and demonstrations on files could improve the situation .
• 23 % of the farmers depend on the dealers for product information; hence more of point of
purchase display at the outlets is recommended this should be look after by the ground level
filed staff.
• In the sales weaker districts and newly adopting districts ,there should be special focus and
extra funds by the company officials to take new initiatives like arranging tele helpline
services.
• Apart from advertising in print media should also focus most in agri related news papers
and magazines .
 IMPLEMENTATION AND
CONCLUSION
• Number of incentives and discounts recommended to farmers, distributors and stockiest
would be driving the sales of the company.
• To build company loyalty among farmers our company should focus that theme of
demonstrations should also new agricultural practices among brand promotion.
• To create strong dealership in the ground level the company should look after the dealer that
is the dealer fulfilling the below needs of the farmer like:-
• Correct guidance
• One stop shop
• Credit etc.
THANK YOU