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8/14/2019 Develop marketing plan for WSF in Marathwada for cotton for 3 years along with cost-benefit analysis
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Develop marketing plan forWSF in Marathwada for cotton
for 3 years along with cost-benefit analysis
Submitted By:V.K. Agarwal
Zonal Manager, Aurangabad
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CONTENTS
CHAPTER
NUMBER
PARTICULARSPAGE
NOExecutive summary 03
CHAPTER
NO 1About Marathwada 04
CHAPTER
NO 2About WSB 07
CHAPTER
NO 3Data analysis and results 17
CHAPTERNO 4
SWOT Analysis
CHAPTER
NO 4
Recommendations and
suggestions21
Annexure iLand utilization statistics
cotton in Marathwada22
Annexure iiArea/production/yield
figures of 2006-0722
Annexure iiiArea/production/yield
figures of 2007-0822
Annexure ivArea/production/yield
figures of 2008-0923
Annexure v Rainfall data Marathwada 24
Annexure viCost benefit analysis of
2007-10
24
Annexure viiCost benefit analysis of
2010-1325
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Executive summary
In the present agricultural scenario, WSB forms an important
consideration for growth, betterment and productivity enhancement of
any crop. Moreover due to various technological and scientificinnovations, people in the agricultural community of the world aremore conscious about the health and quality of agri produce.
The project was aligned to develop marketing plans for WSB in cottoncrop for three years in Marathwada region in terms of cost benefit
analysis comparable to last three years work done by coromandelinternational limited. So the task is to see the last year sales,
development activities etc and to compare with the expected sales,
development activities. Moreover what innovative techniques will be
used for achieving expected sales growth. We have to also keep thisfact in mind that ultimately goal of financial growth will be achieved.
Therefore, the project was undertaken with following objectives inmind:
1) To study and analyze the Marathwada region completely and toderive the importance of WSB in Cotton crop.
2) To find out area of improvement, if any in the system
3) To determine the importance of WSB in Cotton crop.
4) development activities done by our company in the past three yearsin the particular area. Develop plan for next three years in the same
area and to compare that with the previous figures.
5)to give proper schedule, recommendations and innovative ideas toimprove the sales of WSB in the progressive years and finally to derive
it as cost benefit to the company.
About area
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Marathwada:
Marathwada is the region comprising the eight districts of (divisional
headquarters) Jalna, Aurangabad, Parbhani, Hingoli, Nanded, Latur,
Osmanabad and Beed. Was once part of the erstwhile kingdom of theNizam of Hyderabad.
But as per our company districution , Marathwada division consistes of
Aurangabad, Jalna, Buldana, Jalgaon, Parbhani, Hingoli , Nanded &
Latur.
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This area economy highly dependable on agriculture and major crops
grown in this area are Cotton, Soyabean, Jowar, Miaze, Bajra, Tur,
Gram and vegetables. Moreover in horticulture crops sweet orange,
banana, sugarcane and very less area covered under grapes as well.
For irrigation people are mainly dependent upon rain water. Though
net sown area in this region is 48.15 lac hac. Out of which net irrigated
area is 6.39 lac hac. But in actual taotal capacity of the area is 70.12
lac hac for sowing and 7.91 lac hac for irrigation.
Main hurdles for this are illiteracy, lack of infrastructure , traditional
way of farming etc.
Like in current year 2009-10, ain was delayed by 2 months, so farmers
could not grow their crop. Thats why the area of sowing decreased,
moreover yield of the crop also reduced to minimum.
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http://www.iird.org.in/images/MarathwadaIndiaBig.jpg8/14/2019 Develop marketing plan for WSF in Marathwada for cotton for 3 years along with cost-benefit analysis
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The situation of rainfall in the present year 2009-10 can be easily
predict out from the rain fall data till November 2009.
Figure; Rainfall data Analysis of Marathwada region
District
June To
October - 2009 Nov-09 June To November - 2009June To
Sept
Normal
Rainfall
Normal
Rain
Fall
Actual
Rain
Fall
Normal
Rain
Fall
Till
Previou
s Day
Progressive
Total
Normal
Rain
Fall
Actual
Rain
Fall
% To
Normal
Jalgaon 702.4 583.9 20.3 128.3 128.3 722.7 712.2 98.5 663.3
A'bad 675.3 553.5 19.3 135.5 135.5 694.6 689 99.2 623.6
Jalna 688.1 564.1 22.2 64.1 64.1 710.3 628.2 88.4 634.1
Latur 788.6 526.4 25.4 24.3 24.3 814 550.7 67.7 725.3
Nanded 943.8 509.9 15 39.8 39.8 958.8 549.7 57.3 882.9
Parbni 776.7 616.2 19.1 36.1 36.1 795.8 652.3 82 721.7
Hingoli 884.8 603.1 20.6 52.2 52.2 905.4 655.3 72.4 838.5
Buldhana 713 630.8 23.2 106.7 106.7 736.2 737.5 100.2 668.1
state avg 1175.3 957.4 21.5 87.3 87.3 1196.8
1044.
7 87.3 1109
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About Product
Water Soluble Fertilizers
Water soluble fertilizers are the fully soluble fertilizers in soluble form.
These are the fertilizers with low salt index and have high contents of
primary nutrients. They are different from conventional complex
fertilsers in various aspects . some are as under:
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Different grades of water soluble fertilizers of Coromandel
International Limited
Advantages of Water soluble fertilizers are :
1. Provides a source of immediately available plant nutrients.2. Particularly suitable for fast growing field, vegetable and nurserycrops.3. No leaching, No groundwater contamination4. No wastage - cost saving5. WSF improve the quality of final produce
Colour
size
keeping quality/shipping quality
Can be applied to fruit and other crops even nearing maturity
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Mode of application of water soluble fertilizers are:
WaterThere occurs a need for water soluble fertilisers because of the various
limitations of soil application fertilisrers. Various plant factors like root
inactivity, damage, insect pest infestation and disease etc. And theonly possible solution for the above mentioned problems are use of
water soluble fertilisers.
Foliar fertilisation is found to be an effective way to apply additional
nutrients to crop when the supply of the nutrients is restricted becauseof various factors.
Advantages of foliar feeding over soil application
o Immediate results
o Prolong bloom
o Increase crop yields
o Increase storage life of food crops
o Boost growth during dry spells
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o Increase cold and heat tolerance
o Increase pest and disease resistance
o Maximize plant health and quality
o Help the internal circulation of the plant
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Various grades of water soluble fertilisers for CoromandelInternational Limited
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Advantages of Gromor Spray 19.19.19
In the initial stages of plant growth NPK are required in the
balanced form Soil fertilisers are not fully utilised by the plant and crops always
shows hunger for nutrients. So Foliar application of Gromor Spray 19.19.19 provide the
balanced nutrition to the crop in the early growth period/ prebloom period.
Most suitable formula to enhance the vegetative growth.
Contains the balanced ratio of NPK.
Provide balanced nutrition to the crops in the early growthstages.
Helps in increased branching
Increased flowering
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Gromor Spray-K (13.0.45)
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Potassium in physiological processes
1. Activates more than 60 enzyme systems
2. Aids in photosynthesis3. Favors high energy status
4. Maintains cell turgor
5. Regulates opening of leaf stomata6. Promotes water uptake
7. Regulates nutrients translocation in plant8. Favors carbohydrate transport and storage
9. Enhances N uptake and protein synthesis
10.Promotes starch synthesis
Gromor Spray SOP 0.0.50
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Rich Source of Potash and Sulphur.
Most effective source of supplying K to Chloride sensitive cropslike Fruits, Vines, Tobacco, Potato Veg. etc.
Good to enhance the quality and shine of the crops
WSF Application timing
Stage Days Product
Initial growth 15 45 days 19:19:19
Flowering time 45- 75 days 13:0:45
MaturityStage
>100 days 0:0:50
General Recommendation for Using Gromor Spray fertilisers oncrops
Stage of the crop Recommended Grade Benefits
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Vegetative / new flushemergence/FloweringStage
Gromor Spray19.19.19
Enhanced flowering
Provides balanced nutrition
to crop during growing phase
Flowering /fruit setstage Gromor Spray K13.0.45
Acts as flowering & fruitingbooster Promotes flower bud
opening and fruit set Increases the crop
resistance to pestsand diseases
Satisfies hidden hunger
of potash in crops
Fruit developmentStage
Gromor Spray SOP0.0.50
Increases the size of the fruit Satisfies the hidden hunger
of potash in crops during fruitdevelopment
Increases the shining,
quality and shelf life of fruit crops
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Data Analysis & Results
As the topic of my project is Develop marketing plan for WSF inMarathwada for cotton for 3 years along with cost-benefit analysis. So
while going for data analysis and results of our interpretations wehave to go deeply through various aspects.
As there are many water soluble grades available in market, so just for
assumption I am taking 19:19:19 foliar spray for my study.
Average sowing and potentiality of the area
Year
Avg. Sowing area of
cotton
Potentiality @ 2.5
Kg/ha
2007-
08 45876 1146902008-
09 47654 1191352009-
10 48200 120500
Now we can see it clearly that the total potentiality of waters soluble
for all crops in Marathwada region is more then 12000 MTs. This isconsolidated for all crops.
Even we assume cotton as the major crop in Marathwada territory,and we take cotton area 60%, then also the potentiality of the WSB is
more then 7500 MTs.
Now this is the hypothetical figures, one cant think even to achieve
that amount of target. The major reasons are:
1) Penetration of the product.2) One time use of product by many farmers. They didnt use it
again in their life.3) Awareness about the product.
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But still the scope of WSB in marathwada region cant be declined.Even if we take 25% possibility of WSB sale in Marathwada, ecen then
the figure is near about 2700 MTs.Now lets take note of the current year sales of all companies in
Marathwada region for year 2009-10.
Market size for WSB for 2009-10
Coromandel Juari RCF Deepak Others Total
Aurangabad 178 113 122 83 55 551
Nanded 183 55 43 37 62 380
Jalgaon 160 108 130 103 225 726
Latur 60 50 18 55 9 192
Total 581 326 313 278 351 1849
Now we can very well see that out of the total potentiality of
12000MTs, consolidated sales of all companies in my area is less then200 MT, i.e. 17%only.
Now our last 3 years sales i.e. 2007-10 is shown in chart in annexurespage. When we compare cost of WSB with profit, the graph will be as
shown below. From that graph it is clearly shown that expenses fromthe year 2007-08 to 2008-09 are inceraded, while there is no change
in the profit figures. Moreover expenses from the year 2008-09 to
2009-10 are decreased with slightly change in the profit figures.
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Figure: Expense VS profit graph of previous 3 years
When we make graph of expenses VS profit for next consecutive yearsfrom 2010-13, there is a little variation in the profit figures.
Figure: Expense VS profit graph of next 3 years
Now while comparing expenses and profit of previous and expected
sales of WSB, we can clearly see with this graph that we will lowerdown the expenses, but will increase the profit to a great extent.
Detailed chart of this calculation will be shown in annexure.
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Figure: Previous VS Expected sales profit/expense comparison
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SWOT Analysis
Strengths of our products:
1) Excellent quality.
2) Good packaging.3) Good trust of farmers and distributors.
4) Good margin to dealers and retailers.5) Availability in different grades.
6) Quickly fulfill demand and supply gap.
Weakness of our products:
1) High costing as compared to competitors.
2) Very less fertilizers supply in my area.3) Undercutting of products by dealers/ retailers.
4) Not well known brand.
Opportunities for our products:
1) As it is a very potential market of 12000 MTs and consolidated
sales for all companies in 2000 MTs only, so there is a greatpotentiality for increase market share.
2) With expected change in fertilizers policy , more farmers will gofor WSB instead of Complex fertilizers.
3) With extensive market development activities we can definitelyachieve the maximum market share of the product.
Threats for our products:
1) No departmental support.
2) Linking issues.3) Undercutting of products by dealers/ retailers.
4) Leading fertilizers suppliers are bringing many WSB grades incheaper rate.
5) Local manufactures are making poor quality WSB products, sothey may deteriorate the market.6) Linking of our products by other companies product.
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Recommendations & conclusion
As we know that the total potentiality of Marathwada region is 12000MT, and total sales of all companies in this region is 2000 MT only. But
still we are the leading players in this area.
So only recommendation is that we need good support from
departmental, dealer, farmers and company side.
I request you to please do separate our promotional budget for SND,Organic and fertilizers. This is only because of the fact that as we have
to concentrate on different product wise, so budget should also be
separated.
I also request you to organize product wise seminars for dealers,retailers, farmers, PT, MO and for all the staff of Coromandel.This will
help us to get more aware about latest technologies and queries.
Literature and promotional things should be available in time, In local
and common language.Like this year we didnt get posters andliteratures for 28:28:00 etc in time. Moreover many literature were
printed in English/Hindi rather then Marathi.
In the end I conclude that if enough support will be provided from
Higher management team, Product team then achieving bigger targets
will not be impossible.
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Annexures:
Land utililisation Statistics (00 Ha): Cotton In Marathwada
District
Netsown
Grosssown
netIrigated
grossirrigated
% grossirrigated
Jalgaon 8501 13057 1558 1454 11.1
A'bad 6937 11065 1557 1297 11.2
Jalna 5711 7325 739 984 13.4
Latur 5181 7315 560 756 10.3Nanded 7048 8313 649 938 11.3Parb
ni 4838 8635 441 791 9.2Hingoli 3292 5255 509 764 14.5Buldna 6692 8459 379 436 5.2
Area/Production/Yield figures 2006-07
DistrictArea in 00Ha
Production in 00MT
Yield inlint
Jalgaon 4160 9485 388
A'bad 3061 6898 383
Jalna 2675 6491 413
Latur 18 27 255
Nanded 288 2730 223
Parbni 1981 5445 467
Hingoli 749 2711 615
Buldna 2492 5549 379
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Area/Production/Yield figures 2007-08
District
Area in 00Ha
Production in 00MT
Yield inlint
Jalgaon 4160 9480 391
A'bad 3061 6901 383
Jalna 2675 6495 413
Latur 18 31 256Nanded 288 2730 223
Parbni 1981 5446 470Hingoli 749 2719 167
Buldna 2492 5569 380
Area/Production/Yield figures 2008-09
District
Area in00 Ha
Production in00 MT
Yield inlint
Jalgaon 4160 9480 396
A'bad 3061 6904 389Jalna 2675 6496 413
Latur 18 32 256Nanded 288 2732 223Parbni 1981 5447 472Hingoli 749 2719 167Buldna 2492 5570 381
Area/Production/Yield figures 2008-09
District
Area in 00Ha
Production in 00MT
Yield inlint
Jalgaon 4160 9480 396
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A'bad 3061 6904 389
Jalna 2675 6496 413
Latur 18 32 256Nanded 288 2732 223
Parbni 1981 5447 472Hingoli 749 2719 167Buldna 2492 5570 381
District
June ToOctober - 2009 Nov-09 June To November - 2009
June To
SeptNormal
Rainfall
NormalRain
Fall
ActualRain
Fall
NormalRain
Fall
TillPreviou
s Day
Progressive
Total
NormalRain
Fall
ActualRain
Fall
% To
Normal
Jalgaon 702.4 583.9 20.3 128.3 128.3 722.7 712.2 98.5 663.3
A'bad 675.3 553.5 19.3 135.5 135.5 694.6 689 99.2 623.6
Jalna 688.1 564.1 22.2 64.1 64.1 710.3 628.2 88.4 634.1
Latur 788.6 526.4 25.4 24.3 24.3 814 550.7 67.7 725.3Nanded 943.8 509.9 15 39.8 39.8 958.8 549.7 57.3 882.9
Parbni 776.7 616.2 19.1 36.1 36.1 795.8 652.3 82 721.7
Hingoli 884.8 603.1 20.6 52.2 52.2 905.4 655.3 72.4 838.5
Buldhana 713 630.8 23.2 106.7 106.7 736.2 737.5 100.2 668.1
state avg 1175.3 957.4 21.5 87.3 87.3 1196.8
1044.
7 87.3 1109
Cost benefit analysis 2007-08 Cost benefit analysis 2008-09 Cost benefit analysis 2009-10
Mkt dvlpmnt program cost Mkt dvlpmnt program cost Mkt dvlpmnt program cost
Farmers seminar 15000 Farmers seminar 25000 Farmers seminar 40000
Jeep campaigh 150000 Jeep campaigh 200000 Jeep campaigh 260000
PT 100000 PT 150000 PT 200000
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Farmers scheme 0 Farmers scheme 0 Farmers scheme 0
Printing & media 100000 Printing & media 100000 Printing & media 100000
Demonstration 5000 Demonstration 5000 Demonstration 5000
Dealer meet 50000 Dealer meet 50000 Dealer meet 45000
Retailers meet 50000 Retailers meet 50000 Retailers meet 50000
Total 470000 Total 580000 Total 700000
market dev cost 470000 market dev cost 580000 market dev cost 700000
Target 135 3480 Target 258 2250 Target 580 1207
Basic price 60000 Basic price 80000 Basic price 60000
Primary freight 1000 Primary freight 1000 Primary freight 1000
Sec Transportation 1000 Sec Transportation 1100 Sec Transportation 900
Incentive to MO 1000 Incentive to MO 1000 Incentive to MO 1000
Market dev cost 3480 Market dev cost 2250 Market dev cost 1207
incentive to PT 100 incentive to PT 100 incentive to PT 100
Total 66580 Total 85450 Total 64207
Cost benefit ratio Cost benefit ratio Cost benefit ratio
Sales cost 85000 Sales cost 105000 Sales cost 85000
Expences 66580 Expences 85450 Expences 64207
Profit 18420 Profit 19550 Profit 20793
Net profit @ 135MT 2486700
Net profit @ 258MT 5043900
Net profit @ 580MT 12059940
Cost benefit analysis 2010-11 Cost benefit analysis 2011-12 Cost benefit analysis 2012-13
Mkt dev programcost Mkt dev program cost
Mkt dev programcost
Farmers seminar 50000 Farmers seminar 60000 Farmers seminar 65000
Jeep campaigh 300000 Jeep campaigh 325000 Jeep campaigh 350000
PT 500000 PT 525000 PT 550000
Farmers scheme 50000 Farmers scheme 60000 Farmers scheme 70000
Printing & media 150000 Printing & media 175000 Printing & media 200000
Demonstration 10000 Demonstration 10000 Demonstration 10000
Dealer meet 50000 Dealer meet 50000 Dealer meet 60000
Retailers meet 50000 Retailers meet 50000 Retailers meet 60000
Total 1155000 Total 1255000 Total 1365000
market dev cost 1160000 market dev cost 1255000 market dev cost 1365000
Target 800 1450 Target 1000 1255 Target 1250 1092
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Basic price 60000 Basic price 60000 Basic price 60000
Primary freight 1000 Primary freight 1000 Primary freight 1000
Sec Transportation 1000 Sec Transportation 1100 Sec Transportation 1150
Incentive to MO 1000 Incentive to MO 1000 Incentive to MO 1000
Market dev cost 1450 Market dev cost 1255 Market dev cost 1092
incentive to PT 100 incentive to PT 100 incentive to PT 100
Total 64550 Total 64455 Total 64342
Cost benefit ratio Cost benefit ratio Cost benefit ratio
Sales cost 85000 Sales cost 85000 Sales cost 85000
Expences 64550 Expences 64480 Expences 64342
Profit 20450 Profit 20520 Profit 20658
Net profit @ 800 MT 16360000Net profit @ 1000MT 20520000
Net profit @ 1250MT 25822500