EXECUTIVE SUMMARRY Today, the Indian seed programmed boasts one of the biggest seed

markets in the world, with annual sales at around US $920 million. Of this,

domestic off take accounts for US $900 million and sales in the global market

account for the remaining US $20 million.

The project was carried out in Aurangabad district where many

farmers have irrigation in their field and many farmers have rain fed crops.

Aurangabad District is a cotton area there will be very potential in these

region for Green gold Seeds. It will help the company to increase the

market share of Green gold seeds in Aurangabad District.

Green gold seeds Pvt. Ltd. has carved a niche for itself in the field of

research and agribusiness. A seed has earned the trust & confidence of the

farming community mainly because of its quality products.

Page 1

Table No. 1 Major Players in Seeds Industry in Maharashtra

Public Sector Private Sector

National Seeds

Ltd.

Maharashtra

Seeds

Corporation.

Mahyco seeds Ltd.

Rasi seeds Pvt. Ltd.

Nuziveedu seeds Pvt. Ltd.

Ajeet seeds Pvt. Ltd.

Green gold seeds Pvt. Ltd.

Nath seeds Pvt. Ltd.

Krishidhan seeds Ltd.

Monsanto Seeds Ltd.

Page 2

CHAPTER 1

INTRODUCTION

1.1 RETAILERS PERCEPTION

Marketing activity includes the efforts made by the marketers by value added offers,

price off, free gifts, incentives for influencing the behavior of the customer. Free gifts and

value added offers come under the heading of freebies in marketing .the main aim of applying

freebies in marketing technique is to induced the customer to act “now” rather than “later”. To

increase the sale of product in short period, to achieve the specified sales target.

Freebies marketing refer to retail and consumer promotion. In retail promotion,

retailers offer free gifts to the customer to increase their personal sale and to face the

competition. In consumer promotion manufacturer directly offers free gifts to the prospective

customer. Their main aim is to attract the customer toward their brand, to make the extra sale

of their product, and to achieve the set targets of the company.

In short periods, freebie techniques prove to be very effective, because these

techniques produced quick results, and these results which are qualitative and quantitative in

nature are observable and measurable.

The following factors influence the retailer’s perception:

Companies credit policy

Awareness of product

Benefits of product

Sales promotion scheme

Company’s demonstration about seeds.

Page 3

1.2 RETAIL SCENARIO - INDIA

Retail is the buzzword in India. The Indian retail industry is at nascent stage but is

growing steadily. The changing demographic structure, consumer psychology, increased

purchasing power and the advent of plastic money are tempting the consumers to splurge more

on shopping. Liberalization of the market has provided customers a wide choice and has

triggered a transformation in the retail industry. The Indian retail industry, which was

traditionally dominated by small, family-run kirana stores, seems to have finally come of age.

The past few years have seen the evolution of organized retailing traditional grocery stores

have embraced the modern retail formats, companies are setting up exclusive show rooms and

professional retail chains like Pyramid, Food World and Pantaloon are growing impressively.

India's retail sector is wearing new clothes and with a three-year compounded annual

growth rate of 46.64 per cent, retail is the fastest growing sector in the Indian economy.

Traditional markets are making way for new formats such as departmental stores,

hypermarkets, supermarkets and specialty stores. Western-style malls have begun appearing in

metros and second-rung cities alike, introducing the Indian consumer to an unparalleled

shopping experiences.

1.3 RETAILING SCENARIO – GLOBAL

The emergence of the global marketplace and the rise of the 24/7 economy has fuelled

the growth of the retail across the world. Retailing in more developed countries is big business

and better organized than what it is in India. According to a report published by Mckinsey &

Co. along with the Confederation of the Indian Industry the global retail business is worth a

staggering US$ 6.6 trillion. In the developed world, most of it is accounted for by the

organized retail sector. For instance, the organized sector has an up to 80 % share of retail

sales in the United States. The corresponding figure for Western Europe is 70 %, while it is 40

% in Brazil and Argentina and 35 % in Korea and Taiwan. Organized retailing in Asia,

however, remains poorly developed, accounting for a partly 20% in Malaysia.

Page 4

A WORD ABOUT RETAILING  

Retailing includes all the activities involved in selling goods or services directly to final consumers for personal, non-business use. A retailer or retail store is any business enterprise whose sales volume comes primarily from retailing.

Retailer is middleman who owns the title of products and resale them to the final consumers. Retailer is one of the main link between company and consumers and vice versa. Retailer is person who communicates with customers about company’s new products, promotional schemes and whatever the company is going to try in near future. Retailer also convey ideas, suggestions and complaints of consumers to company. From this very fact we can conclude that how important is a retailer or middleman both to company as well as to consumers.

Retailers affect the sales of a company up to a large extent. Although the ultimate demand is affected by consumers but, word of mouth of a retailer about company’s product also matters a lot in affecting the consumers purchase process.

Retailer is the main point where a company can follow push and pull strategy in marketing. Reasonable sales incentives, fair treatment, proper discounts and other required allowances to the retailers proves to be a tool to boost sales and motivate retailers which ultimately enhance the building of brand image.

RETAILER PERCEPTION

A Retailer percept the products from many points. The companies which offer maximum profits to Retailer, provide better Sales Promotion Schemes, treat fairly etc. are winners.

A retailer also percepts the products is same way as consumer does but with a slight differences in use of products. A consumer percept the product from the point of view for final consumption but retailer does percept the product with a view to maximize his profits. The perception process of retailers also consists of the components like retailer imagery, perceived product quality, perceived service quality, retailers attitude and all what a consumer perception consists.

WHAT IS PERCEPTION ?

Perception can be described as “how we see the world around us.” Two individuals may be subject to the same stimuli under apparently the same conditions, buy how they recognize them, select them, organize them, and interpret them is a highly individual process based on each person’s own needs, values, and expectations.

Page 5

Perception is defined as the process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world. A stimulus is any unit of input to any of the senses. Examples of stimuli (i.e., sensory input) include products, package, brand names, advertisements, and commercials. Sensory receptors are the human organs (the eyes, ears, nose, mouth and skin) that receive sensory inputs. Their sensory functions are to see, hear, smell, taste and feel. All of these functions are called into play–either singly or in combination– in the evaluation and use of most consumer products. The study of perception is largely the study of what we subconsciously add to or subtract from raw sensory inputs to produce our own private picture of the world.

DYNAMICS OF PERCEPTION

Human beings are constantly bombarded with stimuli during every minute and every hour of every day. The sensory world is made up of an almost infinite number of discrete sensations which are constantly and subtly changing. According to the principles of sensation, such heavy intensity of stimulation should “turn off” most individuals, who would subconsciously block the receipt of such a heavy bombardment of stimuli. Otherwise the billions of different stimuli to which we are constantly exposed might serve to confuse us totally and keep us perpetually disoriented in a constantly changing environment. However, neither of these consequences tends to occur, because perception is not a function of sensory input alone. Rather, perception is the result of two different kinds of inputs that interact to form the personal pictures–the perceptions–that each individual experiences.

One type of input is physical stimuli from the outside environment ; the other type of input is provided by individuals themselves in the form of certain predispositions (e.g. expectations, motives, and learning based on previous experience). The combination of these two very different kinds of inputs produces for each of us a very private, very personal picture of the world. Because each person is a unique individual, with unique experiences, wants, needs, wishes, and expectations, it follows that each individual’s perceptions are also unique. This explains why no two people see the world in precisely the same way.

Individuals are very selective as to which stimuli they “recognize”, they organize the stimuli they do recognize subconsciously according to widely held psychological principles, and they give meaning to such stimuli (i.e. they interpret them) subjectively in accordance with their needs, expectations, and experiences.

CHAPTER 2OBJECTIVES AND SCOPE

Page 6

Studying the retailers perception towards Green Gold Seed Pvt. Ltd. in Aurangaabad district

and to suggest improvement in this study. The objectives of the study are as follows.

Objectives:

1. To study market performance of Green Gold Seeds Pvt. Ltd.

2. To analyse the retailer’s perception about the marketing practices of Green Gold Seed

Pvt.Ltd.

3. To identify the problems and give the Suggestion and recommendations to the

organization based on the survey.

Scope: To study the market for Green Gold Cotton seeds in Aurangaabad districts and know the

marketing strategy of competitor as well as Green Gold Seed Pvt.Ltd. Company.

This study will facilitate the company to identify the potential yield in Aurangabad District so

that company will try to overcome present problem and will adapt marketing strategy to

increase its self.

It will help in designing more effective strategy for capturing greater market share and defeat

competitors.

Page 7

CHAPTER 3COMPANY PROFILE

2.1 Introduction

Green Gold Seeds popularly known by its brand name GGSPL is one of the leading   seed company in India serving larger interst of farmers since from 2001. The agri-business division  of the group strives towards adopting modern technical know how and advances in the global research to develop farmer-friendly products. The company have developed faith, brand loyalty, Quality assurance, Dedicated service &sustainnable contribution for upliftment of farmers with glorious achievements.

GGSPL has created a separate plant Breeding and Biotechnology research facility in

geography Aurangabad of Maharashtra State. The research division is recognized by

Department of Scientific and Industrial Research, Ministry of Science and Technology, New

Delhi. The State of the Art Biotechnology Research Center has been affiliated to Dr.

Babasaheb Ambedkar Marathwada University, Aurangabad. Keeping in mind about the up-

coming technologies and gene revolution, GGSPL falls into development of Genetically

Modified crops for pest, insect and herbicide resistance. Thus, we are increasing the scope of

breeding research, multi-location testing and biotechnology research activities.

2.2 About Green Gold Seed Pvt. Ltd.

Green Gold Seed Pvt. Ltd. a Company with excellence and earnestly dedicated to agriculture

farming and geared up for genetic research using crop bio-technology for the prosperity of the

country and its farming community. This company is Establish by Shri. Madhukarrao H. Mulay

the son of a farmer. Keeping in mind to provide best quality seeds at affordable price to the

farming community. With the humble beginning the Company started production and

marketing of public breed hybrids & varieties. From 2001 all through its journey Green Gold

Seeds Pvt. Ltd. has carved a niche for itself in the field of agribusiness. Green Gold seeds have

earned the trust & confidence of the farming community mainly because of its quality

products.

Page 8

The Green Gold Seeds Pvt. Ltd. was established in 2001 at Waluj, Dist.

Aurangabad, Maharashtra. GGSPL has created a separate plant Breeding and Biotechnology

research facility in geography Aurangabad of Maharashtra State. The research division is

recognized by Department of Scientific and Industrial Research, Ministry of Science and

Technology, New Delhi. The State of the Art Biotechnology Research Center has been

affiliated to Dr. Babasaheb Ambedkar Marathwada University, Aurangabad. Keeping in mind

about the up-coming technologies and gene revolution, GGSPL falls into development of

Genetically Modified crops for pest, insect and herbicide resistance. Thus, we are increasing

the scope of breeding research, multi-location testing and biotechnology research activities.

Our values:

To generate farm prosperity through excellence in Agri Bio-technology.

Our Mission:

“To make available high quality seeds of right type of Genotypes at right time and at

affordable price, which meet the expectations of the farmers and generate value through it.”

Our vision:

Acquire and apply latest technologies to enhance crop productivity.

The company periodically organizes field day programs and demonstrations in various part of

the country to educate them.

.

The company has organized seven regional demonstrations in the previous year and

invited over 10,000 farmers to its programs. This activity is skillfully handled by the

marketing department with a team of nearly 85 employees and a dealer /distributor network of

over 300 persons. The company's policies are distributor and farmer friendly.

The members of the marketing team are in close contact with the farmers from the

point of sale of seeds to the time the produce is ready. The marketing staff together with the

distributors and dealers provides valuable information to the farmer for helping him in

optimizing his output.

Page 9

Table No. 2.1 Management Body

Sr.

No

Designation Name

1 Chairman Shri. Madhukarrao H. Mulay.

2 Managing Director Shri. Ajeet M.Mulay

3 Marketing Director Shri. Pravin D.Dhokne

4 Production Director Mr. Vijay Kashikar

5 Finance Director Mr. Shilendra Patel

6 Research Director Shri. Vijay B. Choudhari

Table No. 2.2 Popular Varieties of Important Crop Produced By Green gold Seeds

Sr. No

Crop Name Varieties

1. COTTON Gold Vitthal BG-II, Gold Kavita BG-II,Gold Vardhan, Gold Kuber

2. SOYABEAN Soy 301, Soy 306,Gold309, Gold3344,Govet

3. WHEAT Gold 21, Gold 23, Gold Bhanudas, Gold Madhukar

4. GRAM Gold – 28 Gold –66 , Gram – 11.

5. GROUND NUT

Gold – 54 , Pag – 24.

6. MAIZE Gold 1166, Gold 999,Gold 1000

7. PADDY Khushboo , Hmt, Gold – 1008 Gold-jaishiram ,Gold – Avinash , Gold – 30 , Gold – 100.

8. CHILLI Megha , Radhika , Mohini , Surya.

Page 10

STRUCTURE OF SALES DEPARTMENT

CHAIRMAN

MANAGING DIRECTOR

MARKETING PRODUCTION FINANCE RESEARCHDIRECTOR DIRECTOR DIRECTOR DIRECTOR

MARKETING GENRAL MANAGER

DEPUTY GENERAL MANAGER

ZONAL AREA MANAGER

AREA MANAGER

AREA SALES MANAGER

TERRITORY SALES MANAGER

PRODUCT PROMOTER

Figure No. 2.1 Structure of Sales Department

Page 11

2.3 ProcessingSeeds received from the production fields are often at high moisture content and contain trash

and other inert material, weed seeds, deteriorated and damaged seeds, off-size seeds, etc. At

Green Gold Seeds Pvt. Ltd. It undertakes seed processing in truly scientific manner. Different

processing modules are adapted for different crops and seasons, meeting stringent quality

norms. These steps include specific combination and sequence of pre-conditioning, drying,

pre-cleaning, “Biotechnology through bio safety for the benefit of mankind” is Green Gold

Seeds Pvt. Ltd. seed processing activities are governed by strict quality norms monitored by

independent quality management team to ensure consistent quality output.

Seed Processing Machine

 

Page 12

2.4 Production

production of genetically pure and good quality pedigree seed is an exacting task. it requires

high technical skills and comparatively heavy financial investment at Green Gold Seed

pvt.ltd., during seed production strict attention is given to the maintenance of genetic purity

and other qualities of seeds in order to pass on maximum benefits to farmers by introduction

of new superior crop plant varieties. seed production activities at Green Gold Seeeds pvt.ltd.

are carried out under standardized and well-organized conditions.

In Maharashtra, seed production program of Green Gold Seeds pvt.ltd. is spread over

200 acres of land in the district of Aurangabad. Green Gold Seed pvt.ltd. has taken up the

exigent task of providing superior quality seeds of wide range of crops to the farmers within

the set time frame. the company recognizes that this is possible only through quality seed

production.

2.5 Sales and Support

It’s Sales and Distribution network covers 10 sales offices in Maharashtra with

a dedicated team of more than 100 Agri supervisors. To achieve its vision of improving socio

economic status of the Farmer Green Gold Seeds pvt.ltd. has invested in creating outreach

covering more than 10 dealers with 500 retailers across 4050 villages benefiting 50000

farmers. Its warehousing space which is approximately 30000 sq ft. Green Gold Seeds Pvt.

Ltd. having distributors in Aurrangabad district

Page 13

2.6 Production of Raw Seeds

The production of seeds involves following activities: 

Organizing seed production programme of various crops and varieties on the farms of the

growers.

The corporation supplies the basic foundation seed at a reasonable cost to the farmers.

The necessary technical advice right from the sowing till the corporation through its

assistant field officers also provides harvesting stage located at block levels.

The agricultural officers of the seed certifications agency, which is department of

government of Maharashtra, also carry out close supervision over the seed cultivation area.

After the seed crop is ready threshing operations are undertaken and the raw seed is sealed

& brought to seed processing plants located at , Waluj,MIDC, Aurangaabaad.

2.7 Processing of Seeds

The second objective of the company is processing of seeds with the help of most

modernized machineries & equipments.

The seeds are processed lot wise at seed processing centers under the close supervision of

agricultural officers of the seed certification agency.

The samples are thereafter sent to seed testing laboratories for testing the germination

percentage as well as physical purity.

The seed lots, which achieve the minimum acceptable percentage are only accepted and

paid for.

Page 14

2.8 Quality Control

To ensure an adequate & uniform plant population is a prerequisite for achieving

maximum crop yield. Seed quality, seedbed conditions, proper planting rate and seedling

emergence combine to determine the final plant population & crop health and lead to

realization of the full yield potential. Seed quality encompasses several important attributes of

each seed lot that represent the collective performance potential.

Although all the seed quality components are important, the most accepted index of

seed quality is germination and purity. The test procedures for this are standardized by

Government of India and are referred as the standard tests to assess the physical parameters

and germination. Field Emergence Test (FET) & Grow out Test (GOT) are two other test

procedures to test the plant vigor & genetic purity as well.

Considering the vital importance of seed quality, Green Gold Seeds Pvt. Ltd. has evolved

its well chalked out Quality Control & Quality Assurance Policy. It undertake quality

checks at various stages of seed production, processing, storage and marketing of seeds.

Green Goold Seed Pvt. Ltd. gives top most priority to all aspects of quality management

i.e. trueness to variety or hybrid characteristics, vigor, physical purity, genetic purity and

seed health.

Page 15

CHAPTER 4NEED OF STUDY AND ITS BACKGROUND

Retailing includes all the activities involved in selling goods or service to the final

consumer for personal, non business use. Any organization selling to final consumer whether

it is manufacturer; wholesaler or retailer is doing retailing. It does not matter how the goods or

service are sold (by person, mail, telephone, vending machine or internet or where they are

sold in a store on the street or in the consumer’s home)

The growth of modern retailing has paralleled new advancements in technology,

production and transportation. Retailers have learned that in order to survive they must adopt

to meet the challenging world and changing need of their customers. They have in situated

new techniques and ideas in order to attract new customers in an increasingly competitive

market place.

The researchers have chosen this topic in order to get better insight knowledge about

retailing. This study will help management in better and more effective relation with retailer

and the company that definitely affect the results in better way. It will facilitate the

management in the determination of different policies and schemes in their best possible way.

It will also highlight some of the problems that seem very small but they proved very

unfortunate later.

Marketing activity includes the efforts made by the marketers by value added offers,

price off, free gifs, incentives for influencing the behavior of customer. Free gifts and value

added offers come under the heading of freebies in marketing. The main aim of applying in

Page 16

marketing technique is to induce the customer to act” now rather than letter”. To increase the

sale of products in short period, to achieve the specified sales target.

Freebies marketing refer to retail and consumer promotion, in retail promotion, offer

free gifts to the customer to increase their personal sale and to face the competition.

In consumer promotion manufacturer directly offers free gifts to the prospective

customer. Their main aim is to attract the customer toward their brand, to make the extra sale

of their product, and to achieve the set targets of the company.

In short periods, freebie techniques prove to be very effective, because these

techniques produced quick results, and these results which are qualitative and quantitative

nature are observable and measurable.

The following factors influenced the retailer’s perception:

Companies credit policy

Awareness of product

Benefits of product

Sales promotion schemes

Company’s demonstration about seeds

Page 17

CHAPTER 5METHODOLOGY

“It involves data collection, its analysis and interpretation. Researcher cannot draw

decisions, but it helps the researches in the task of decision making”. A successful researcher

will never depend upon guessing but he looks for more accurate information through as

research methodology.

5.1 Types:

Research Design: Descriptive

Data Type: Primary data and Secondary data

Analysis: Simple tabulation analysis will be uses with the help of Personal Interview and

questionnaire.

5.2 Research Design:

Descriptive research designs enable researchers to describe or present picture of a

phenomenon under investigation. The methodology involved in such designs is mostly

qualitative in nature producing descriptive data i.e. people’s own written or spoken words &

observable behavior. Descriptive research in my project includes:-

Formulating the research objective of the project

Selecting the source

Processing and analyzing the data

Defining solution of the problem

Page 18

Finding and conclusion oriented.

5.3 Sources of data:

Data Collection:

For the success of any project accurate data is very important and necessary. The information

collected through research methodology must be accurate and relevant. It is often observed

that data in hand are not sufficient so it is necessary to collect data from different resources

that are appropriate. Data collection can be classified into two methods. They are

Primary Data

Secondary Data

5.3.1 Primary data:

Data collected by observation and personal participation. The methods used for

collecting primary data may be from one of the following methods.

1) Survey Method:

The word survey is use most often to describe a method of gathering information from a

sample of individuals. The sample is usually just a fraction of the population being studied.

This can be done by various methods like:

Questionnaire

Personal interaction

Interviews

2) Observation Method:

This is the most commonly used method especially in studies related to behavioral science and

a method of data collection for the researcher, when it serves a research purpose. In this

Page 19

method the subjective bias is eliminated, if observation is done accurately. This method is

independent of respondent’s co-operate.

5.3.2 Secondary Data:

Secondary data means the data which is already published. They refer to the data which have

already been collected and analyzed by someone else. It may be published or unpublished

data.

It is collected through:

a) Technical & trade journals

b) Books magazines & newspapers

c) Reports & past experiences

d) Public records & statistics

5.4 Research Methodology Adopted:

The research methodology adopted to collect the data in this study is generally accepted

methodology. Data has been collected through various sources.

The primary data is collected through a structured questionnaire, observation, interviews etc.

The secondary data is collected through literature & information from the manuals of Green

Gold Seed Pvt. Ltd..., Aurrangabad annual reports, brochure etc. Various magazines &

journals.

Random Sampling:

Sampling is simply the process of learning about population on the basis of a sample drawn

from it. A random sample is one where each item in the universe has an equal opportunity of

being selected. It is suitable in more homogeneous & comparatively larger groups.

In this project work, random sampling is used because the population is heterogeneous with

respect to the variable or characteristics under this study. This technique gives more efficient

and accurate results. In this research study 50 Retailer are studied at random to get the relevant

information.

Page 20

5.5 DATA ANALYSIS

Analysis of data is the most skilled task of all the stages of any research work. It is a task

calling for the researcher’s own judgment & skill.

Data analysis is a process of gathering, modeling, and transforming data with the goal of

highlighting useful information, suggesting conclusions, and supporting decision making. Data

analysis has multiple facets and approaches, encompassing diverse techniques under a variety

of names, in different business, science, and social science domains.

Analysis of data in general way involves a number of closely related operations which are

performed with the purpose of summarizing the collected data and organizing these in such a

manner that they answer the research question(s). The survey consisted of 50 respondents.

Page 21

CHAPTER 6

DATA PRESENTATION AND ANALYSISDATA PRESENTATION AND ANALYSIS

Retailers survey ReportRetailers survey Report

Table No. 6.1 Education Level of Retailer

Particulars No. of Retailer PercentageSSC 12 24

HSC 16 32

Graduate 17 34

Post graduate 5 10

Total 50 100

Figure No. 6.1 Education Level of Retailer

Page 22

SSC HSC Graduate Post graduate 05

10152025303540

1216 17

5

24

32 34

10

No. of Retailer Percentage

From the Figure no 6.1 depicted that 12 retailers are SSC out of 50 having 24% and 16

retailers are Higher Secondary Class having 32% , 17 retailers Graduate having 34% and 5

retailers are post graduate having 5% out of 100% show in the graph no 6.1.

Table No 6.2 Experience in seed business of retailer

Sr. no. Year No. of retailers Percentage1 1-5 5 10

2 5 to 10 8 16

3 10 to 15 13 26

4 15 to 20 8 16

5 20 to 25 6 12

Total 50 100

1 to 5 5 to 10 10 to 15 15 to 20 20 to 25 25 onwards 1 2 3 4 5 6

0

5

10

15

20

25

30

5

8

13

86

1010

16

26

16

12

20

No. of dealers Percentage

Figure No .6.2 Experience in seed business by retailer

Page 23

Figure no.2 depicted that 5 retailers having 1 to 5 years experience in seed business, 8

retailers having 5 to 10 year experience, 13 retailers having 10 to 15 years experience, 8

retailers having 15 to 20 years experience, 6 retailers having 20 to 25 years experience, and 10

retailers having more than 25 years in seed business.

Table No. 6.3 Market performs of companies

Name of the Company

No of

Bags(each of

450 gm)

Quantity (Qt) % share

ANKUR SEEDS PVT .

LTD.

72888 328 19.78

RASHI SEEDS PVT.

LTD .72222 325 19.60

NUZIVEEDU SEEDS

PVT. LTD.100000 450 27.14

AJIT SEEDS PVT.

LTD.73333 330 19.90

GREEN GOLD SEEDS

PVT. LTD.50000 225 13.57

Total 368444 1658 100

From the table no 6.3 Ankur seed distributed 72888 bags of cotton seed having 328 qtls. Its %

share in market 19.60%, Rashi seed distributed 72222 bags of cotton seed having 325 qtls. Its

% share in market 17.85%, Nuziveed seed distributed 100000 bags of cotton seed having 450

qtls. Its % share in market 27.14%, Ajit Seeds distributed 73333 bags of cotton seed having

330 qtls. Its % share in market 19.17% and Green Gold seeds distributed 50000 bags of cotton

seed having 225 qtls.its shares in market 13.57.

Page 24

0

20000

40000

60000

80000

100000

120000

72888.88 72222.22

100000

73333.33

50000

19.78 19.6 27.14 19.9 13.57

No of Bags(each of 450 gm) Quantity (Qt) % share

ANKUR RASHI NUZIVEEDU AJIT GREEN GOLD

Figure No. 6.3 Market performs of companies

Above Figure indicate that the market share of Nuzivieedu Seeds is highest (27.14) followed

by Ajeet Seeds(19.9) and Ankur seed(19.78) then Rashi Seeds(19.6) and Green Gold Seeds

(13.57)

Page 25

Table No. 6.4 Share of Cotton Varieties in Green Gold Seeds Pvt. Ltd.

Variety Bag (each of 450gm) Quantity (Qtl.) % Share

VARDAN 43333 195 46.43

VITTHAL 50000 225 53.57

Total 93333 410 100

Bag (each of 450gm) Quantity (Qtl.) % Share0

10000

20000

30000

40000

50000

60000

43333

195 46.43

50000

225 53.57

VARDHAN VIT-THAL

Figure No. 6.4 Share of Cotton Varieties Green Gold Pvt. Ltd.

Figure No.4 depicted that Vardhan variety distributed 43333 bags having 195 qtls. Its % share

46.43 Vardhan and Vitthal variety distributed 50000 bags having 225 qtls. Its % share is

53.57%

Page 26

Table No. 6.5 Sales Promotion Techniques

No. of Retailer Responses Responses in %

36 Effective 72%

14 Non Effective 28%

50 TOTAL 100%

From the above table 6.5 depicted that 36 retailer gives yes response towards Sales promotion

it means 72% out of 100% and 14 retailer gives no response towards sales promotion

technique it means 28%. Sales promotion techniques are effective according to retailers, Green

Gold Seed Pvt. Ltd. So the company should used sales promotion tools in order to target more

Retailers in Aurangabad district.

Page 27

Effective Non effective

36

14

72% 28%

No. of Retailer Responses in %

Figure No. 6.5 Sales promotion technique

Above graph show the 36 retailer are said effective and 14 retailers are said non effective

Table No. 6.6 Opinion of retailers about the price of Green Gold Seed Pvt. Ltd.

Thus it can be depicted that from the above table the Green Gold Pvt. Ltd. company which set

the price of the product in such a way i.e. reasonable to the majority of the farmers as well as

retailers the satisfaction level with regards to price of the seed products is more i.e. 31 out of

50 retailers are satisfied with the price which decided by the company and only 19 retailers are

perception that the company doesn’t have reasonable price

Page 28

No. of Retailers Responses in % Responses

31 62% Satisfied

19 38% Unsatisfied

50 100% TOTAL

YES(62%) NO(38%)0

5

10

15

20

25

30

3531

19

No.

Of R

espo

nden

ts

Figure No. 6.6 Opinion of retailers about the price of Green Gold Seed Pvt. Ltd.

Above Figure indicates 31 retailers are satisfied with price of Green Gold Pvt.Ltd and 19

retailers are unsatisfied

Table No.6.7 Areas of improvement for the sale of Green Gold Pvt. Ltd.

From the above table 6.7 depicted that the 7 retailer have pointed out the need of improvement

in supply of Green Gold Pvt. Ltd. And 26 of the retailers i.e. 52% have recommended the

company to improve them in the area of customer services. Only 10% of the retailers have

suggested the company to improve the price of products. And similarly 12 retailers have given

Page 29

Satisfied Unsatisfied

Retailers suggestion No. of Retailers Responses in %

Price 5 10%

Supply 7 14%

Customer service 26 52%

Advertisement 12 24%

TOTAL 50 100%

their opinion to improve their advertisement campaign regarding their seed products. thus it

can be interpreted that Inadequate advertisement and customer services are the major fact

which are recommended by the most of the retailers, so it has been suggested to Green Gold

Pvt. Ltd.. that they must pay attention to ensure the smooth supply of their products as per the

demand of the customer so as to maintain the harmony in the supply chain functions of the

organization as well as the customer services after selling the seed products.

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Price(10%) Supply(14%) Customer service(52%)

Advertisement (24%)

0

5

10

15

20

25

30

No.

Of R

espo

nden

ts

Figure No. 6.7 Areas of improvement for the sale of Green Gold Seed Pvt. Ltd.

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Table No.6.8 Satisfaction with the quality of Green Gold Pvt. Ltd.

From the above table depicted that the 42 retailers out of 50 i.e. 84% are satisfied with regard

to quality of Green Gold Pvt. Ltd. And 8 retailers show poor satisfaction with respect to the

quality of Green Gold Pvt. Ltd. Seed products. So it is concluded that the company have a

good quality seed products with respect to the price.

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No. of Retailers Responses in % Responses

42 84% Satisfied

8 16% Unsatisfied

50 100% TOTAL

Satisfied Unsatisfied0

5

10

15

20

25

30

35

40

45

No. of Retailers

Figure No. 6.8 Satisfaction with the quality of Green Gold Pvt. Ltd.

Figure No.6.8 depicted that the 42 retailers out of 50 i.e. 84% are satisfied with regard to

quality of Green Gold Pvt. Ltd. And 8 retailers show poor satisfaction with respect to the

quality of Green Gold Pvt. Ltd. Seed products. So it is concluded that the company have a

good quality seed products with respect to the price.

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CHAPTER 7FINDINGS

Ranking of Green Gold Pvt. Ltd’s in Aurangabad district based on sale turnover was

Ninth the sale of seed was low.

Vardhan and Vitthal are popular varieties of Green Gold Pvt. Ltd. Cotton seeds in

Aurangabad district and their share is 59.47% and 40.52%.

Area of important by retailer suggestions about customer service and advertisement of

seed.

Sales promotion techniques of the company were effective.

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CHAPTER 8 SUGGESTION

The following suggestions are framed for the company-

In the competitive market, when the other players are adopting the practice of allowing

retail credit, the Green Gold Pvt. Ltd. should not keep itself away from this. Since, it

affects adversely in the retailers satisfaction & ‘Pushing ‘the brand in the market, the

company should consider this issue favorably. The company may arrange for allowing

‘Trade credit’ & competitive retail margin.

Green Gold Pvt. Ltd. should increase their number of Distributor at district level, so

the retailers get seeds easily.

Company should provide field demonstrations and arrange exhibition for the farmers

and retailers so that they get more information regarding company’s products.

Inadequate supply is the major fact which is recommended by the most of the retailers,

so it has suggested to Green Gold Pvt. Ltd. that they must pay attention to ensure the

smooth supply of their products as per the demand of the customer so as to maintain

the harmony in the supply chain functions of the organization and to maintain the good

image in the market.

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CHAPTER 9CONCLUSIONS

Sales promotion techniques of Green Gold Pvt. Ltd... seed, Aurangabad are found an

effective, as the sales promotion tools has helped the retailers, not only in making easy

the sale of the company products but also achieving the target in the campaigning

month.

Most of retailers are satisfied with the pricing policy of the Green Gold Pvt. Ltd.

products. It means that the Green gold Seeds have the effective costs as compared to

the other companies pricing policy.

Retailers are not satisfied with the availability of seed products and at the same time it

unable to provide any type of customer services at farmer’s field, after selling the

products.

Retailers are satisfied with the quality of the Green Gold Seed Pvt. Ltd. product.

Retailers are not satisfied with the company commission policy. The satisfaction level

is very low.

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ANNEXUREREFERENCES

Swapna Pradhan. Retailing Management second edition Tata McGraw-Hill Publishing

Company Limited NEW DELHI.

Retailing Management ICMR may 2003 ICFAI Center for Management Research

Hyderabad.

Kotler Philip & Lankev Kevin (2004) ‘MARKETING MANAGEMENT’ (Pearson

education Asia publication) Eleventh edition 176-187

Neelamegham S. (2000) ‘INDIAN MARKETING’ third edition146 – 155 Tata Mcgraill

publications.

Kothari C. R. (2003) Research Methodology third edition 110 – 135, Himalaya publication.

Ravi Balasubramanian, Janet Webster, Massey University, New Zealand 2007 “Retailer

Perceptions on Apparel Sizing Issues and customer satisfaction” Journal of Personal Selling

and Sales Management 22 (1), 13-21.

Christie Frazier-Coleman 2008, Retail Pricing Strategy: Insights and Opportunities “Eye for

Retail”. July, 2008.vol.II

d'Astous, Alain; Chnaoui, Karim, 2002, “Consumer perception of sports apparel: the role

of brand name, store name, price, and intended usage situation.”International Journal of

Sports Marketing & Sponsorship June 01, (2002)

Page 37

APPENDIXQUESTIONNAIRE

For Retailers

1. Name of KSK:-____________________________________________________________

2. Name of propritor:-_________________________________________________________

2. How much experience in this business:-_________________________________________

3. How much cotton seed packets sale by you:-_____________________________________

4. Specially Green gold seed:-

______________________________________________________

5. Demanded verities of Green gold seed sold by you in last year

Sr.

No.

Name of variety/crop Quantity of each variety

1.

2.

3.

4.

5.

6) Which type sale promotion activity follow by company and what you think about that?

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7) The pricing policy of Green Gold Pvt. Ltd. Reasonable or not

Yes

No

8) Are you satisfied with the quality of Green Gold Seed Pvt. Ltd. products?

Yes

No

9) Areas of improvement for Green Gold Seed Pvt. Ltd. as per Retailers opinion.

Supply

Price

Customer Service

Advertisement Percent Shear(%) Subsides Foreign Tour Polices A) Incentives Scheme B) Cash Discount Scheme C) Sale Returns Policy D) Credit Limit Policy5) Gift6) Coupon7) Advance Booking Scheme

10) Are you satisfied with the commission fixed for retailers by Green Gold Pvt. Ltd.? As

compared to other brands you deal in?

Yes

No

If No please specify reasons,

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11) Which type of problems Faced by you in this business regarding Green gold Seeds?

Improper packaging ,Returns of unsold product, Timely Available, Number of competitor, Full payment at a time ,Lack of Finances ,Problem during Booking, Quality of the 12) Who is the competitor of Green Gold Seed Pvt. Ltd. as per your point of view? Mahico

Ankur

Rashi

Kaveri

13) Which is the Effective media of Advertisement as per your point of view? And that are

helpful to Green gold Company

Television

Direct Marketing

Radio

Exhibition

14) Does Company provides any credit schemes to retailers?

Yes

No

16) Do you find any problems regarding distribution of Green Gold Seed Pvt. Ltd...?s?

Yes

No

If yes which________________________________________________________________

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