Kapil PPT123

8/4/2019 .Kapil PPT123

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Project Title- Marketing Research for Brand Awareness,

Brand Image, Customer Satisfactionand

Competitive Analysis of Vegetable Seeds Industry.

Project Guide-External Guide- Mr. Samadhan Damdhar

Internal Guide- Dr. KP Reddy

Submitted By-Mr. Kapil Behare

Mr. Manish Kumar

FOOD AND AGRIBUSINESS SCHOOL, HYDERABAD

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Content-

Company profile

Study area

Objectives

Research methodology

Data Analysis and Interpretation

(Related to farmers)

Data analysis and interpretation

(Related to dealer)

SWOT AnalysisMichael Porter Five Forces Model

Plan of action (Based on 4p’s)

Conclusion and Recommendations

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Introduction

(Vegetable seed sector)

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• India is the 2nd largest producer of vegetables in the worldnext to China with an estimated production of about 100.0million tons from an area of 6.0 million hectares.

• The present annual requirement of vegetables is estimatedto be 100 million tones and is expected to be over 135 milliontones by 2010.

• India shares about 15 % of the world output of vegetablesfrom about 2.8 % of cropped area in the country.

• Indian seed market can cross more than 10,000 crores

worth of business in coming 10 years.

• Presently there are about 200-225 private seed companiesin India and volume of turnover, ratio between the privateand public sectors is 60:40.

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Company 2006 seed salesUS $ millions

1. Monsanto + Delta & Pine Land (US) pro forma $4,476

2. DuPont (US) $2,781

3. Syngenta (Switzerland) $1,743

4. Groupie Lima grain (France) $1,035

5. Land O’ Lakes (US) $756

6. KWS AG (Germany) $615

7. Bayer Crop Science (Germany) $430

8. Takii (Japan) estimate* $425

9. Sakata (Japan) $401

10. DLF-Trifolium (Denmark) $352

World top ten Seeds Company

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Company Profile

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• Bejo Sheetal Seeds Pvt. Ltd was set up in 1986 as a

Joint venture between Bejo Zaden B.V. of Netherlands and Sheetal

Hybrid Seeds Company of India.

• The company produces hybrid variety of seeds of manyvegetables like chilli, onion, potato, okra and tomato.

• Bejo Sheetal having 240 ha of farmland, 4 ha of polyhouse and1ha of greenhouse.

• It is also having excellent breeding programms in tropicalvegetable crops like tomato, hot pepper, eggplant, sweet pepper,short day onion, okra, bottle gourd, bitter gourd, ridge gourd,pumpkin, cucumber, and TPS (True Potato Seeds).

• Company having successfully commercialized about 500

vegetable hybrids.

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Tomato: Tasty, BSS-211, 282, 320, 350, 366, 369, 419, 420, 422, 423,

Sartaj, Tolstoy, Rakshak, param, Rahul, Sssultan, Charm, etc.Watermelon: BSS-358, 359, 360, 408, Swapnil, Sweetbaby, etc.

Brinjal: BE-706, BE-707, Chaya, Pinki, Black Boy, Shilpa, Sandhya, etc.

Bitter Gourd: Parachi, Priya, Sonam, Poonam, etc.

Okra: Anokhee, Karishma, Saloni, Parful, etc.

Cauliflower: Goodman, Fastman, Cassius, Somerast, Amazing, Latemen, etc.Cabbage: Red cabbage , Primero, Benson, General, Fresco, Governor,

Rotonda, Fieldrocket, Gonzales, Morries, fieldman, etc.

Sweet corn: Komal.

Chilly: BSS-89, 140, 141, 202, 213, 219, 266, 269, 270, 273, 304, 305, 306,307, 308, 414, 344, 375, 378, 376, 413, anmol, etc.

Capsicum: BSS-89, 399, 421.

Broccoli: Fiesta,

Carrot: Samson-196, Bangor, Carson, Organza.

Onion: Lucifer, Flare, Orient, BSS-262.

Bottle Gourd: Akash, Shramik, BSS-333

Major Hybrids of Bejo-Sheetal Seeds-

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• To study the potential of vegetable seed market andcurrent status of major vegetable seed companies in

Bellary area.

• To know the perception of farmers and dealers about

Bejo Sheetal brand and other major competitors.

• To study the marketing activities adopted by different

companies in Bellary Dist.

• To undertake SWOT analysis of Bejo Sheetal seed.

• To frame out suitable strategy for strengthening and

repositioning the Bejo Sheetal brand in Bellary Dist.

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• How to increase the brand image and

brand awareness among the farmers.

• What is the current status of Bejo Sheetal

Seeds with other competitor in Bellary.

•

How to increase the satisfaction level of the farmers and dealers.

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Study Area:

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BELLARY HOSPET SIRUGUPPA SANDUR KUDLIGI

Vigneshwar Camp P.K.Halli Sirigiri Krishnanagar Anandurga

Laxminagar Kamalapur Dasapur Sushilanagar Moroba

Kolegal Dharmapur Dammmur Bowalli Kotturu

KamalchetBommanipelli

Sangnakal Daulatpur Amalapura

Moka Somasumudhrum Torangullu Konapuri Kalapuram

Korugudu Hampi Dharmapur

Benchikotil Vijaya-nagar

Panchgiri

These are the villages which we covered-

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Research Methodology

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Research Design :

• Descriptive type of research has been conducted.• It is also known as Quantitative Research.

• Method of sampling: Simple Random Sampling

• Sampling area: Bellary Dist (Karnataka).

•

Sample size: Total sample size is 380( 350 farmers and 30 Distributors/Dealers/Retailer)

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Research Instrument:

Structured questionnaire and personnel interviews with different

farmers/Distributors/Dealers/Retailers.

Source of data:

(a) Primary data: Farmers and Distributors/Dealers/retailers.

(b) Secondary data: From various sources (Agriculture magazine,

Internet, Company’s employees etc.)

Analysis of data:

Simple percentage and average method.

Results are presented in the form of charts, graphs etc.,

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Data Analysis and Interpretation

(Related to farmer)

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• Brand Awareness-

We asked to the 350 respondent.

It has seen from the graphs that 51% of the respondents’ are aware of Bejo Sheetal

Seeds brands and only 49% are not aware of it.Interpretation:- Awareness was less because of poor promotional activities and inadequate farmers

meetings. Since out of 350 respondents only 140 respondent are using Bejo sheetal

seed variety because of BSS variety don’t have pest resistance and adaptability to

climate. Farmers are going for the local varieties.

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•Loyalty with the Bejo Sheetal Seeds-

YEAR RATING

1-2 years Not Loyal

3-4 years

5-6 years Loyal

7-8 years

9-10 years

More Loyal More than 10 yrs

From the above graph, we can say those farmers were using seeds more

than 5 years , they are the loyal customers and those farmers were using

seeds not more than 4 years, they are not loyal customers with the Bejo

Sheetal Seeds.

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• Source of purchasing Seeds-

Observation: The graph shows that 59.71% farmers were purchased seeds from

dealer and 33.42 %. farmers from retailer and 7% farmers were purchased seed fromothers like progressive farmer and research station.

Interpretation:

Since most of the farmers purchased the seeds from dealer, the dealer play an

important role for selling seed and they can better understand the preferences of the

farmers.Farmers are happy to take seeds from dealers because dealers are giving more

discounts and good relations.

Attribute

No of

respondent

%

Dealer 209 59.71

Retailer 117 33.42

Others 24 6.8

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Interpretation- Since most of the farmers are taking advice from dealer

(57.14%) before purchasing seed. So the company should concentrate on dealer

by giving more offers and regular visits

Attributes No of respondent Percentage (%)

Dealer 200 57.14

Retailer 53 15.14 Others 97 27.71

•Buying Decision-

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•Time for purchasing of vegetable Seeds-

Interpretation- Most of the farmers were purchasing vegetable seeds

one week before (62%). So the seeds will be available to the farmers

whenever they need.

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• Attitude and perception of farmer while

selection the vegetable seed-Germination %, yield, brand image and price is the perception and belief held by consumer, as

reflect to the minds of farmer. Thus, for determining the germination %, yield, brand image and

price, one has to know perception of the farmer about a list of factor in vegetable seed.

Therefore it was main focus of our study/survey was to know the farmer attitude and perception

towards the purchasing seed.

Interpretation: -

It was found that most of the farmers prefer the quality seeds in the form of good

germination % (Rank 1) then they go for high yielding varieties (Rank 2) and

considering the price factor at 3rd rank.

1

2

3

4

5

0

1

2

3

4

5

6

Germination % Yield Price Pest Resistance Adaptibility

Climate

Rank given by Farmer

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Competitor Analysis-

16%

22%

10%19%

11%

13%9%

Over all rank of Vegetable Seed Industry

Syngenta

Mahyco

Namdhari Seeds

Ankur Seeds

BSS

Prabhakar Seeds

Monsanto(Seminis)

24%

13%

16%

19%

21%

7%

0%

Rank of Vegetable Seed Industry according to

Chilli

Syngenta Mahyco Namdhari Seeds Ankur Seeds

Bejo Sheetal Seeds Prabhakar Seeds Monsanto(Seminis)

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3

1

6

2

5

4

7

1

5

4

3

2

6

7

0

1

2

3

4

5

6

7

8

Comapny Ranking in all Vegetable Seed Industry

Overall Rating

Rating according to Chilli

This graph showing that in case of Bejo Sheetal is having 5th rank

in all over vegetable seeds and in case of Chilli Bejo rank is 2nd , It

means that farmer is satisfied with chilli variety.

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• Problem occurring in crop and variety-

39%

31%

22%

8%

Bejo Sheetal Variety

Anthrognose in Chilli Leaf Curl in Chilli Both None

34%

31%

21%

14%

Other companies Varieties

Anthrognose in Chilli Leaf Curl in Chilli Both None

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The graph shows that, Bejo Sheetal Seeds variety having 39% of anthracnose in chilli, 31% leaf curl in Chilli and 22% of both the

disease problems and 8% of varieties having no problem while in

others is like that 34% of anthracnose in Chilli, 31% leaf curl in

Chilli, 21% of both the disease problem and 14% of varietieshaving no problem.

Interpretation- We have seen that, in case of Bejo Sheetal Seeds

Hybrid Variety (BSS-355) most of the farmers were suffering from

disease/pest. That variety is having good yield but not resistance

power, in case of Syngenta Seeds (HPH-204), Ankur Seeds (Pusa

Jywla, G-4), and Namdhari Seeds (Chilli-01) are having good

resistance to power as well as yield.

Cont…

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• Problems handled by company employee-

Graph showing that, 42% respondent were getting technical assistance, 27% through

regular monitoring, 20% by training to the farmers.

Interpretation:-

There was not any technical support provided by Bejo Sheetal Seeds, only

competitor was providing support required by the farmer.

42%

27%

20%

11%

Problems handled by company

employee and dealerTechnical Assistance Regular Monitoring Training to Farmers Others

Attribute No of

Respondent %

Technical

Assistance 58 42%

Regular

Monitoring

38 27%

Training to

Farmers 28 20%

Others 16 11%

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• Compensation fixed by the Company-

Attributes BSS

According to the problem 29%

According to the Cropdamage

27%

Other reason 44%

The graph shows that, compensation fixed by the Vegetable seeds

companies is as, 29% by according to problem, 27% by according to crop

damage and 44% are having other reason.

29%

27%

44%

Compensation fixed by the Company

According to the problem According to the Crop damage Other reason

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• Time taken to resolve the problems by Bejo

Sheetal Seeds-

TimeRespo-

nse%

1 week 25 18%

2 week 63 45%

Problems

not solved52 37%

The graph shows that 45% of the farmers said that their problem was resolved

within two weeks, 18% of the farmers said that their problems were solved within

one week, and rest 37% said that their problems were not solved.

18%

45%

37%

Time taken to solve the problem

1 week 2 week Problems not solved

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• Are you satisfy with the compensation given

company employee/ dealer

In the above graph, 23% are satisfied with the compensation given by the Bejo

Sheetal Seeds while 77% of farmers are not satisfied. In case of other companies,

72% are satisfied with compensation given by the companies while 28% are not

satisfied.

23%

77%

Are you satisfy with the compensationgiven by Bejo Sheetal Seeds

Yes No

72%

28%

Are you satisfy with the cmpensationgiven by other companies

Yes No

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• Market Activities adopted by Bejo Sheetal Seeds-

0%

0%

21%

0%

56%

23%

Bejo Sheetal Seeds

Scheme Individual Contact

Demonstration Campaiging

Leaflet Distribution Faemer/Dealer Meeting

7%

0%

18%

10%

27%

38%

Other Seeds Industries

Scheme Individual Contact

Demonstration Campaiging

Leaflet Distribution Farmer/Dealer Meeting

In the above graph, marketing activities adopted by Bejo Sheetal Seeds are mainly

56% of leaflet distribution, 23% of farmers/Dealer meeting and 21% of

demonstration while other companies having 38% of farmer/dealers meeting, 27% of

leaflet distribution, 18% of demonstration, 10% of compaiging and 7% of scheme.

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Data Analysis andInterpretation

(Related to dealer)

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• Source for purchasing of vegetable seeds-

The above graph shows the different source of purchasing seed, 8 of them

purchase seeds directly from company, 7% from distributer and 12% from

preferred dealer.

Interpretation- Company should create and maintain good relations with

the preferred dealer.

8

7

3

12

0

2

4

6

8

10

12

14

Company Distributor Both a & b Preferred Dealer

Source of Purchasing Vegetable Seeds

Attribute Response

Company 8

Distributor 7

Both a and b 3

Preferred Dealer 12

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60

23.33

16.66

0

10

20

30

40

50

60

70

Advance Booking Cash Consignment

Pattern of Purchasing Seeds from Vegetable

Company

% of Respondent

Attribute Response %

Advance Booking 18 60

Cash 7 23.33

Consignment 5 16.66

In above graph most of the dealers are purchasing the vegetable seeds through cash and very

few dealers are using on consignment basis transactions.

Interpretation: Since most of the dealer/retailers are purchasing seeds through cash, so if we

can, we should prepare some different structure for scheme which would attract the dealer

/retailer as well as farmers to go for our brand.

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0.2666

0.5666

0

0.10.066

0

0.1

0.2

0.3

0.4

0.5

0.6

Expiry Germination

%

Packaging Fruit Setting Yield

Risk factor in vegetable seeds at the time of selling vegetable seeds

% of Respondent's

Attribute Response %

Expiry 8 26.66%

Germination % 17 56.66%

Packaging 0 0%

Fruit Setting 3 10%

Yield 2 6.60%

• Risk factor in vegetable seeds at the time of

selling the vegetable seeds-

Observation: The above graph is showing most of dealer viewed yield is the main risk factor at

the time selling the seeds.

Suggestion: By looking at the above graph of all respondent. We would like to suggest the

company to improve quality of seed and yield level should be Maximum and tested by state

government, so that the sales of vegetable seeds will be increase more.

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18

8

0

4

00

2

4

6

8

10

12

14

16

18

20

Good Quality Seeds Field Work Visits to Dealer Sales Return

Services

No Expectation

Expectations from Vegetable Seed Companies

No.of Respondent's

In the above graph % respondent expecting good quality seeds, %

respondent expecting field work , % expecting after sales service

and % expecting visit to dealer.

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Excellent Good Satisfactory Poor

Very

Poor

Visits 1 15 9 5 0

Response to complaints 5 13 12 0 0

Price communication 6 14 10 0 0

0

2

4

6

8

10

12

14

16

Excellent Good Satisfactory Poor Very Poor

Behaviour of Bejo Sheetal Seeds with dealers

Visits

Response to complaints

Price communication

The Behaviour of BSS with dealers:

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Strengths Weakness

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Strengths Good Quality hybrid seeds

Wider product line

Farmers and Seller’s satisfaction with yield

Strong research and development

Strong capacity for processing andpackaging

WeaknessLess number of field staff as compared to

sale.

It has to improve the quality seed.

Don’t have Live plot and communication

gap between farmers and staff.Poor in promotional activities like

demonstration, campaigning and farmers or

dealers meeting

Inadequate availability of seeds

OpportunitiesArea under vegetables is increasing

Rising demand of vegetable seeds

Strong backup of R & D facility

Company can provide good quality seed,high yielding varieties, disease and pest

resistance varieties

Small and marginal farmers.

Threat Increasing competition in seed industry.

New entry of Multinational companies in

seed market.Introduction of viral resistance varieties in

case of chilli.

Introduction of new seed varieties of chilli

having shelf life .

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Industry analysis-

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Industry analysis- According to Michael Porter, competition in any industry is

inevitable, but there are 5 forces which work upon in an industry. He

defined them as follow.

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Product- Place

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BSS-355(Chilli Vara.) Bellary, Sandur, Siriguppa taluka in which

farmers are main grower of chilli.

Marketing Channel:

(a) Communicating channel

(b) Distribution channel

(c) Service channel

Price-

•It should be affordable

•Company is giving 12-13% margin to dealer

•If company will reduce 1% to all that should

be used live demonstration and visit to dealer

and farmers.

Promotion

(a) Advertising:

(b) Sales promotion: By giving more offers to

the

(c) Display: Display of posters.

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M j Fi di

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• Major Findings-

1. Bejo Sheetal Seeds is having strong market in nearby

villages only, especially in chilli.

2. Farmers prefer the seeds with good germination % as

well as minimum price. Sometimes they may go for local

varieties because of lesser price.

3. Farmers are buying seeds one week before sowing.

Farmers are satisfied with the prices given by company.

4. We are lacking effective Distributor/Dealer meetings.

5. We are poor in promotional activities like Scheme,

Campaigning, and Demonstration.

• Recommendations

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• Recommendations-

* We have great opportunity to capture the vegetable seed market in Bellary

Dist.

* We should concentrate and target the chilli, which is mostly grown by thefarmers in all the mandals of Bellary.

* The frequency of meetings with distributors and preferred dealers should

be increased.

* We should concentrate on the marketing activities like Demonstration,

Campaigning, and Individual contact.

* Effective farmers meeting will create good brand image about the Bejo

Sheetal Seeds.

* We are having satisfactory price as compare to others, so we can easily

capture the market from local competitors.

* Prices of BSS seed should not be raised every year and it should be

affordable and competitive pricing and packaging should be according to the

requirement of farmer.

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Conclusion-

Bejo Sheetal seed ranked is ranked 2nd in chilli. So, Bejo

Sheetal seed should target Chili to capture more and more

market in Bellary Dist.

Bejo Sheetal Seeds Ltd. variety having a excellent seeds

quality, germination % and packaging.

Bejo Sheetal Seeds Ltd. variety having satisfactory yield as

well market price but in case of pest resistance it should

improve.

Bejo Sheetal Seeds Ltd. is better than its competitors in price

affordability, margin and quality for the dealers and retailers.

Bejo Sheetal Seeds Ltd. is also inferior in promotional

activities like demonstration, farmers meeting and

campaigning.

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Bibliography and References • Gupta, S.P. (1997) Statistical Methods, Sultan Chand and Sons, New

Delhi

•

Marketing management-I (Philip Kotler)• Aggrawal, R.L. (1998) Seed Technology, Oxford and IBH Publication,

New Delhi

• Swarp, (2000) Indian Seed Industry, Need of Second Green Revolution,Agriculture Today

• Kothari, C.R. (1990) Research Methodology (Methods and Techniques),Wishwa Prakashan, New Delhi.

• Aaker, D. A. (1996). Measuring brand equity across products andmarkets. California

• www.wi98Agbussinessnew.htm

• www.indiastat.com

• www.dscl.com

• www.rafi.org

• www.indiaseeds.com • www.wikipedia.com

http://www.wi98agbussinessnew.htm/

http://www.indiastat.com/

http://www.dscl.com/

http://www.rafi.org/

http://www.indiaseeds.com/

http://www.wikipedia.com/

http://www.wikipedia.com/

http://www.indiaseeds.com/

http://www.rafi.org/

http://www.dscl.com/

http://www.indiastat.com/

http://www.wi98agbussinessnew.htm/

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Kapil PPT123