TATA Tafgor

1

“Study the perceivable and hidden brand associations of Tata

Rogor equity to check Tafgor - Rogor from farmers & dealers

perspective”.

Submitted By

Name Reg. No.

Amit Tikriya 09PGDM89

Md. G Basha 09PGDM81

M Upendra 09PGDM63

Tejas Anil Rane 09PGDM78

Kamlesh Patil 09PGDM72

INDIAN INSTITUTE OF PLANTATION MANAGEMENT, BANGALORE (An Autonomous Organization Promoted by the Ministry of Commerce and Industry – Govt. of India)

Jnana Bharati Campus Malathalli Post

Bangalore 560 056

2

TABLE OF CONTENTS Chapter TITLE Page No Index

1

Introduction 3

2 Case analysis

5

3

Data presentation and analysis 9

4 Findings and suggestions

34

Annexure

36

3

CHAPTER I

INTRODUCTION 1.1 COMPANY PROFILE “TATA RALLIS”

The TATA Group is India's largest and most respected business house. The group's

interests span over several businesses including automobiles, steel, chemicals, tea,

information technology and hospitality. Its turnover of US$ 62.5 billion has been built on a

century of commitment to the customer. Today the name of TATA is synonymous with trust -

LEADERSHIP WITH TRUST.

1.2 VISION-“To enhance value for customers by providing Agri-Solutions and Specialty

Chemicals.”

1.3 MISSION

We shall be amongst the leaders, in providing Agri-solutions and in relevant chemistry

segment by

Leveraging customer intimacy, strategic

partnerships and technology access

Delivering superior investor returns

High employee engagement

4

1.4 TATA BUSINESS EXCELLENCE MODEL

The criteria for review are defined, and the implementation monitored by the TBEM, a model

consisting of business performance processes related to Leadership, Strategic Planning,

Customer & Market Focus, Information & Analysis, Human Resource Focus, Process

Management and Business Performance. These criteria attempt to institutionalize our

approach to impel performance and attain higher efficiency levels in all spheres of corporate

functioning. Such an organized approach enables TATA companies to successfully face all

challenges and be globally competitive.

Our commitment to the Agreement is complete. We are aware of the benefits of

implementing the TBEM processes and have set up a formal structure to ensure compliance.

We also conduct training programs and workshops to help our staff understand the processes

and oversee their implementation.

5

CHAPTER II

CASE ANALYSIS

2.1 BACKGROUND OF THE STUDY

Rallis is a TATA Group company and second biggest in Agrochemical Industry. Rallis has

always been admired for its marketing prowess and its network strength. The comprehensive

range of agro inputs and services are spread across 80% of India's districts through an

extensive distribution network of loyal and supportive dealers and retailers. Rallis has always

strived hard to provide farmers a complete bucket of solutions right from sowing of seed to

harvesting of crop. Rallis has been a pioneer in launching the new products and is known in

the industry for it ability in quick establishment of brands. Many of the current brands have

stood the test of time and remained strong in their respective domain.

Rogor is one such brand which has been a market leader in the molecule for more than 40 yrs

(market share of ~ 50%). For the past few years, Isagro has also been selling by Rogor

brand name, but Tata Rogor has stood its ground. Recently the Rogor brand name been

taken over by Cheminova and Rallis has decided to go for its own new brand name -

TAFGOR. The pack design has been retained.

Rallis now needs to work out: an appropriate strategy and communication for the market

for its new brand – TAFGOR.

Rallis Dimethiote, till now sold by name TATA Rogor now faces a threat from the fact a

multinational company, through acquisition, has gained control of the brand name Rogor.

Since Rogor is a brand name of longstanding presence and has substantial brand equity, it is

obvious that both abrupt discontinuation of the brand name and shuffle of the brand

properties can prove to be imprudent. A brand is a composite of many variables and any

shuffling-reordering will destroy the brand or prevent its transfer to another entity. (Tagfor)

The question before Rallis is how to transit successfully from “Tata Rogor” to a the new

brand without losing out on the brand advantages accrued over decades and how not to be

compromised in the inevitability of another Rogor appearing in the market.

6

2.2 PRODUCT PROFILE:

2.2.1 Formulation Name Rogor

a. Rogor is a 30% EC formulation of Dimethoate, an Organophosporus Insecticide with

excellent Systemic, Contact and Acaricidal action. It is highly effective against a wide range

of sucking pests, chewing insects and mites in most crops. It is a safe Insecticide and does not

have persistent residues in the environment. It is also ideal for aerial spray because of its low

toxicity.

b. Packaging:

Available in pack sizes of 100 ml, 250 ml, 500 ml, 1 litre, 5 litres & 20 litres in aluminum

screw type containers, pr. tin and MS drums.

Technical Name Dimethoate:

Dimethoate is an Organophosporus Insecticide with excellent Systemic, Contact and

Acaricidal action. The technical is available as 95-97% (w/w).

c. Product Specification

Acidity (as H2SO4) 0.3% max

Acetone Insoluble Material 0.5% max

Water Content 0.5% max

7

2.3 NEED FOR THE STUDY

THE need of the study is to understand the effects of phonetic similarity, visual resemblance

Brand association in preventing the product cannibalisation of Tata Rogor when the

competitive brand comes (Pre-emptive/ preventive branding) in the back drop of brand name

change from Tata roger to Tata Tafgor

2.4 OBJECTIVES

1.Perception of Rogor – Tata- Rallis name and associations

2. Perception of Rogor product offering/ USP

3.Perception of Rogor packaging and design elements

4. Perception of Rogor pricing

5. Extent of Rogor’s identification with the Tata Rallis To check the influence of Trade in

promoting the new name Changes if any in perception in the different study regions selected

Fig.1 Diamethoate Brands in market. (Cheminova ROGOR Orgiginal and TATA Rogor)

8

2.5 RESEARCH METHODOLOGY

a. Type of research: Exploratory research fallowed by conclusive type of research

b. Sampling plan

Population: All Farmer who are using pesticides.all pesticides company field assistants,all

pesticides dealers.

Sampling unit: Individual farmers ,dealers, companies field assistants

Sampling method: Stratified random sampling

Sampling size

Respondents Sampling size

Farmers 250

Progressive farmers 40

Field assistants 20

Pesticides dealers 20

Place of study

Maharashtra Andhra Pradesh

Ahmed Nagar & Nanded Guntur & Warangal

Data source

Primary data: For this study the primary data was collected from the farmers,progressive

farmers, field assistant, pesticides dealer

Secondary data: Secondary data was collected from research agency. Company officials,

web portals.

Tool for data collection

01. Structured questionnaire for farmers

02. In-depth interviews of dealers, expert farmers and competitor sales staff and

03. Focus group discussions for farmers

Tool for data analysis

Simple tabulations, cross tabulations, averages, graphs, pies, used to analyse the data.

9

CHAPTER III

DATA PRESENTATION AND ANALYSIS

3.1 Data Presentation of famers of Maharashtra and Andra Pradesh.

Table No.1 Recognition of symbol. Maharashtra Andhra Pradesh

Nanded Ahmednagar Maharashtra average Guntur Warangal Andhra pradesh average

Responses Cotton Cotton Wheat Cotton Wheat Both Cotton Chilli Cotton Chilli Cotton Chilli Both

Yes 55 47 38 52 38 49 58 70 76 40 67 58 63

No 45 53 63 48 63 51 42 30 24 60 33 42 37

Graph no. 1 Recognition of symbol.

From the above graph it is find that in Maharashtra 49 percent farmer seen the leaf symbol

and 51 percent have not seen the symbol while in AP 63 percent said yes and 37 percent said

not seen.

Table No. 2. Symbol recall.

0

49 51

0

63

37

0

10

20

30

40

50

60

70

Responces Yes No

MH

AP

NandedCotton Cotton Wheat Cotton Wheat Both Cotton Chilli Cotton Chilli Cotton Chilli Both

Seen on Rogor 14 11 11 13 11 13 57 67 72 48 65 59 61On pesticide bottle 16 16 22 16 22 16 22 12 4 20 13 16 14Playing card 0 16 0 4 0 4 9 6 0 4 4 5 5On match box 0 0 11 0 11 1 0 0 0 4 0 2 1On any agri product 6 0 0 4 0 4 0 3 8 4 4 3 4Seems to be leaf 29 11 0 24 0 22 13 9 8 20 10 14 12Seen but not able to relate 22 21 33 21 33 23 0 3 4 0 2 2 2Seen on pesticide box but not able to relate to brand6 26 0 11 0 10 0 0 0 0 0 0 0seen on seed packet/ bag 2 0 11 1 11 3 0 0 4 0 2 0 1Seen on fertilizer bag 2 0 11 1 11 3 0 0 0 0 0 0 0other 4 0 0 3 0 3 0 0 0 0 0 0 0

Q 3. Where you have seen this symbol

Maharashtra Andhra pradeshAhmednagar Maharashtra average Guntur Warangal Andhra pradesh average

10

Graph No. 2 Symbol recall.

From above graph it is seen that in MH 23% farmer seen this symbol somewhere but unable

to recognise it, 16 % farmer seen it on pesticide bottle but unable to recognise the brand

name, while 13 % farmer seen it on Rogor bottle, and in AP 61% farmer said they seen it on

pesticide Rogor bottle while 12% think it is just a leaf symbol.

Table No.3 Symbol seen on.

13 16

4 1 4

22 23

103 3 3

61

145 1 4

12

2 0 1 0 00

10203040506070

MH

AP


Rallies 0 0 5 0 5 2 14 22 8 17 11 20 15Tata Rallies 39 88 26 49 26 41 51 57 67 50 59 54 57Bayer 0 0 32 0 32 10 9 0 3 8 5 3 4Cheminova 0 0 5 0 5 2 6 0 5 4 5 2 4Syngenta 0 13 21 3 21 9 0 0 0 0 0 0 0Nagarjuna 0 0 5 0 5 2 0 0 0 0 0 0 0Isagro 0 0 0 0 0 0 3 0 0 4 1 2 1Dimetoate 19 0 0 15 0 10 0 11 10 0 5 7 6Mono 13 0 0 10 0 7 3 0 0 0 1 0 1Acephate 3 0 0 3 0 2 0 3 0 0 0 2 1Political party 3 0 0 3 0 2 0 0 0 0 0 0 0Anny daily use product 0 0 0 0 0 0 9 0 5 13 7 5 6Mahyco 10 0 5 8 5 7 0 0 0 0 0 0 0Nuziveedu 6 0 0 5 0 3 0 0 0 0 0 0 0Vibha 3 0 0 3 0 2 6 5 3 4 4 5 4Rasi 3 0 0 3 0 2 0 3 0 0 0 2 1

Q 3. Where you have seen this

symbol(aided)


11

Graph No.3 Symbol seen on

From the above graph we find that in MH 41% farmer said that they seen this leaf symbol on

Rallis product and 10% said they seen it on Bayer product while 10% seen it on Dimethoate

product but don’t know brand name while in AP 57% said they seen it on Rallis product and

10% said they seen it on Bayer product.

Table No.4: Percentage of farmer who seen Tata symbol

Graph 4: Percentage of farmer who seen Tata symbol

From the above graph we find that 87% farmer in MH seen this symbol of Tata Rallis while

13$ had not seen the symbol while in case of AP 66%said yes while 34%said no for it.

2

41

10

29

2 0

107

2 2 07

3 2 2

15

57

4 40 0 1

61 1 0

60 0

41

0

10

20

30

40

50

60

MH

AP

NandedResponcesCotton Cotton Wheat Cotton Wheat Both Cotton Chilli Cotton Chilli Cotton Chilli BothYes 93 72 92 85 92 87 47 63 100 56 70 60 66No 7 28 8 15 8 13 53 37 0 44 30 40 34


87

66

13

34

0

20

40

60

80

100

MH AP

Yes

No

12

Table No.4 Symbol seen on (%)

Graph No.4 Symbol seen on (%)

From the above graph we find that 22% & 16% farmer seen this Tata rallis symbol on

pesticide bottle ,18% & 8% seen it on Tata Rallis product and 29% &19% seen it on Tata

product in Maharashtra and AP respectively. While only 1% farmer from each state seen

this symbol on Rogor packet.


Seen on pesticide bottle/box 27 37 0 30 0 22 16 18 15 13 15 17 16Seen on Rogor 0 5 9 2 9 4 16 12 15 7 15 10 13Seen on TATA Ralliis product 2 16 50 6 50 18 11 12 6 0 8 8 8Seen on TATA's product 32 21 32 29 32 29 16 15 18 33 17 21 19Seen TATA Appalaud 0 0 0 0 0 0 16 12 9 20 11 15 13Seen on Rallis Gold 0 0 0 0 0 0 5 9 12 7 9 8 9TATA Rallis Roger & TATA Mida 0 5 0 2 0 1 0 0 3 0 2 0 1On Fertilizer bag 0 5 0 2 0 1 0 0 0 0 0 0 0Seen on Acetaf powder & Rogor 0 5 0 2 0 1 0 0 3 0 2 0 1On Rallis 0 5 9 2 9 4 0 6 12 13 8 8 8Good/reliable /trusted product- TATA Rogor 39 0 0 27 0 20 21 12 3 7 9 10 10On M-45 0 0 0 0 0 0 0 3 6 0 4 2 3

Q 6 Where you have seen this symbol


22

4

18

29

0 0 1 1 14

2016

13

8

19

139

1 0 1

810

0

5

10

15

20

25

30

35

MH

AP

13

Table No.5: Elements recognise in the picture by farmers

Graph No. 5 Elements recognise in the picture by farmers

From the above graph it is find that 37% in MH and 23% in AP recognise the Rallis symbol,

78% farmer in MH and 66% farmer in AP first recognise TATA symbol in picture of Tata

Rallis.

Table No. 6 a. Product association


Rallis symbol 17 39 83 25 83 37 22 22 24 24 23 23 23TATA 93 56 75 79 75 78 67 59 82 52 74 56 66Rallis 17 31 25 22 25 23 56 30 15 20 36 26 31

Elements (in %)

Q 7 Elements you recognise in the pictureMaharashtra Andhra pradesh

Ahmednagar Maharashtra average Guntur Warangal Andhra pradesh average

37

78

2323

66

31

0

20

40

60

80

100

Rallis symbol TATA Rallis

Elements (in %) MH

Elements (in %) AP


Appalaud 2 0 8 1 8 3 64 46 82 76 73 58 66TATA Mida 67 89 71 75 71 74 89 51 44 20 67 39 54Acetaf 53 31 33 45 33 43 97 35 76 32 87 34 62Takumi 20 17 21 0 21 0 19 0 47 4 0 0 0Rogor 58 100 100 0 100 0 92 81 94 68 0 0 0Endostar 7 0 0 0 0 0 8 0 0 0 0 0 0Manik 7 36 17 0 17 0 0 0 0 0 0 0 0Mono 0 14 17 0 17 0 0 0 0 0 0 0 0Rallies Gold 0 0 0 0 0 0 8 5 9 8 0 0 0

Products

Q 8 a) Product association Maharashtra Andhra pradesh


14

Graph 6 a. % of farmer who relate Tata Rallis symbol with different product

From the above graph it is find that in MH and AP 3% & 66% relate this Tata Rallis symbol

with Appalaud, 74% & 54% relate it with Tatamida,43% and 62% relate it with Acetaf

respectively.

Table No. 6 b. Attribute association- TATA Rallis

3

74

43

0 0 0 0 0 0

6654

62

0 0 0 0 0 00

1020304050607080

Products MH

Products AP

NandedAttributes Cotton Cotton Wheat Cotton Wheat Both Cotton Chilli Cotton Chilli Cotton Chilli BothOld 33 25 63 30 63 37 47 41 21 36 34 39 36Standard 75 81 67 77 67 75 92 81 79 80 86 81 83Reliable 42 6 21 28 21 27 78 27 32 56 56 39 48Trusted 7 44 58 21 58 28 42 35 44 24 43 31 37Wide range of product 0 3 0 1 0 1 28 22 44 8 36 16 27Expensive 0 3 0 1 0 1 28 27 35 24 31 26 29Can't be trusted 0 0 0 0 0 0 0 0 0 0 0 0 0Result oriented 0 3 8 1 8 3 0 0 0 0 0 0 0Value for money 3 33 42 15 42 20 8 27 15 0 11 16 14Gurantee 32 47 75 38 75 45 0 27 15 0 7 16 11Difficult to get 0 0 0 0 0 0 0 0 0 0 0 0 0Good product 3 19 17 9 17 11 14 14 9 0 11 8 10Average 0 0 0 0 0 0 0 0 0 0 0 0 0Leader 0 8 0 3 0 3 17 27 9 0 13 16 14Tried & Trusted 7 6 8 6 8 7 6 5 0 0 3 3 3Worn out 0 0 0 0 0 0 0 0 0 0 0 0 0


15

Graph No. 6 b. Attribute association- TATA Rallis

From the above graph we find that in MH and AP 75% & 83% said that Tata means trust , 27

&48% said it id reliable while 45 & 11% said it means value for money while remaining said

it is trusted range, result oriented, leader and other respectively.

Table No.7 Respondents stimulus to the Rogor graphics.

37

75

27 28

1 1 0 3

20

45

011

0 3 70

36

83

4837

27 29

0 0

14 110

100

143 0

0102030405060708090

MH

AP

Nanded AP averageCotton Cotton Wheat Cotton Wheat Both Cotton Chilli Cotton Chilli Cotton Chilli Both Total Average

Seen on Rogor 12 76 88 34 88 45 45 24 24 49 44 36 32 34 34Well known product/ good product 35 0 0 23 0 18 18 11 5 14 15 12 9 10 10TATA's product 7 0 0 4 0 3 3 11 10 11 4 11 7 9 9Recalling leaf symbol 0 0 0 0 0 0 0 11 5 14 15 12 9 10 10Old product 17 0 0 11 0 9 9 16 12 11 11 14 12 13 13Outdated product 2 0 0 1 0 1 1 0 2 0 0 0 1 1 1Not seen 3 3 0 3 0 3 3 8 12 0 4 4 9 6 6Smoothness of growth/ good vegetative growth 2 0 0 1 0 1 1 8 5 3 4 5 4 5 5seen on pesticide box 10 0 0 6 0 5 5 0 2 0 4 0 3 1 1TATA's Rogor 0 18 13 6 13 8 8 11 19 0 0 5 12 8 8New product 2 0 0 1 0 1 1 0 2 0 0 0 1 1 1Zolan product 0 0 0 0 0 0 0 0 2 0 0 0 1 1 1Early used 8 0 0 5 0 4 4 0 0 0 0 0 0 0 0No response 3 3 0 3 0 3 3 0 0 0 0 0 0 0 0

Q9. ROGOR Graphic card: What comes to your mind?

ResponsesMaharashtra Andhra pradesh


16

Graph NO. 7 Respondents stimulus to the Rogor graphics.

From the above graph it is find that in MH and AP 45% &34% farmer seen it on Rogor or

identify it as Rogor, 3 & 9 % farmer said it it ia Tata product while 9 & 13% said it is old and

reliable product respectively.

Table No.8 Element recognise by farmer in picture (Full Advertisement)

Graph No.8 Element recognise by farmer in picture (Full Advertisement)

45

18

30

9

1 3 15 8

1 04 3

34

10 9 10 13

16 5

1

8

1 1 0 005

101520253035404550

Responses MH

Responses AP


TATA 82 42 63 67 63 66 39 43 82 60 60 50 55Dimetheoate 10 17 8 13 8 12 0 5 6 8 3 6 5Roger 48 72 88 57 88 63 36 43 35 36 36 40 38Leaf symbol 22 14 0 19 0 15 47 32 9 52 29 40 34Nothing 0 4 0 1 0 1 0 0 0 0 0 0 0

Elements

Q 10 Elements you recgnise in the picture.Maharashtra Andhra pradesh


66

12

63

151

55

5

38 34

00

20

40

60

80

TATA Dimetheoate Roger Leaf symbol Nothing

Elements MH

Elements AP

17

From the above graph we find that in MH and AP 66 &55% farmer recognise Tata name first,

15&34% farmer recognise the leaf symbol first ,while 63&38% farmer recognise the Rogor

name respectively.

Table No. 9 Association of pictures (ROGOR) with company

Graph No.9 Association of pictures (ROGOR) with company

From the above graph we find that in MH and AP 93 & 84% farmer relate Rogor with Tata

Rallis while remaining relate it with cheminova and isagro respectively.

Table No. 10: About whole advertisement of brand name change


Cheminova 0 0 0 0 0 0 15 0 9 16 12 6 9Isagro 2 5 17 3 10 6 0 0 9 8 4 3 4TATA Rallies 98 93 83 96 88 93 85 89 83 76 84 85 84Nothing 0 3 0 1 1 1 0 11 0 0 0 7 4

Association

Q 11 Association of which companyMaharashtra Andhra pradesh


0 6

93

19 4

84

40

20

40

60

80

100

Cheminova Isagro TATA Rallies Nothing

Association MH

Association AP


A new product 29 8 4 21 7 16 5 12 9 4 7 9 8Change in packaging 9 0 0 5 0 3 8 2 0 0 4 1 3Duplicate product of Rogor 0 0 0 0 0 0 5 2 9 16 7 7 7Change in name 34 42 50 37 45 40 0 10 9 8 4 9 6Not a problem 0 0 0 0 0 0 11 2 6 4 8 3 6No difference it is Rogor 5 36 33 17 35 24 22 17 17 20 19 18 19Leaf symbol is important & identified 10 3 0 7 2 5 0 0 0 0 0 0 0Chemical change 2 3 0 2 2 2 22 24 20 20 21 22 22TATA name is enough 0 0 0 0 0 0 0 2 3 8 1 4 3I will buy 0 0 0 0 0 0 0 0 3 20 1 7 4change in price 2 0 0 1 0 1 8 24 14 0 11 15 13Change to increase sale 0 0 0 0 0 0 0 0 9 0 4 0 2Doubtful 0 0 13 0 5 2 8 0 3 0 6 0 3Same shape 0 0 0 0 0 0 3 0 0 0 1 0 1I won't purchase 0 0 0 0 0 0 5 5 0 0 3 3 3Tafgor 0 3 0 1 2 1 3 0 0 0 1 0 1Endosulfan 2 6 0 3 3 3 0 0 0 0 0 0 0Rogor advertisement 7 0 0 4 0 3 0 0 0 0 0 0 0


18

Graph No. 10 About whole advertisement of brand name change

From the above graph we find that, in MH and AP 40% & 6% said it is change in name from Rogor to Tafgor, 16 & 8% said that a new product of Tata while 2 & 22% said it is change in chemical composition.

Table No. 11 Farmer response to name change( about happening)

16

30

40

0

24

52 0 0 1 0 2 0 0 1 3 3

83

7 6 6

19

0

22

3 4

13

2 3 1 3 1 0 005

1015202530354045

MH

AP


Reduction In sales 30 17 75 25 75 35 67 29 10 0 23 29 25Change in formulation 0 0 0 0 0 0 0 0 10 0 8 0 5change in price 0 0 0 0 0 0 33 29 10 0 15 29 20Better product 10 0 0 6 0 5 0 0 0 0 0 0 0No chasnge in buying ( will Purchase TATA) 30 0 0 19 0 15 0 29 40 0 31 29 30Good to change name 20 0 0 13 0 10 0 0 0 0 0 0 0Confusion 10 0 0 6 0 5 0 14 0 0 0 14 5Increase in Sales 0 0 0 0 0 0 0 0 20 0 15 0 10More Stronger product 0 0 0 0 0 0 0 0 10 0 8 0 5Nothing 0 83 25 31 25 30 0 0 0 0 0 0 0

Q13. What do you think will happen because of name change?



19

Graph No.11 Farmer response to name change( about happening)

From the above graph we find that farmer in the MH and AP respond that 35& 25%said there will be a reduction in sales, 15 &30 % expect no change while 0 &20% there may be change in price.

Table No.12 Percentage switch to Tafgor (%)

Graph No.12 Percentage switch to Tafgor (%)

The inferences from the above graph can drawn that in Andhra Pradesh 45% of farmers and in Maharashtra 25% expect that about 60-80% of farmers will continue with tafgor

35

0 05

1510

50 0

3025

5

20

0

30

05

105

005

10152025303540

Responses MH

Responses AP


0-20 10 0 0 6 0 5 25 0 20 0 21 0 1520-40 10 0 0 6 0 5 25 0 10 0 14 0 1040-60 20 0 0 13 0 10 0 50 20 0 14 50 2560-80 30 83 25 50 25 45 50 0 30 0 36 0 2580-100 30 17 75 25 75 35 0 50 20 0 14 50 25

Q13. What Percent will switch to Tafgor? ( continue to TATA Rogor)Maharashtra Andhra pradesh


5 510

4535

1510

25 25 25

0

10

20

30

40

50

0-20 20-40 40-60 60-80 80-100

MH

AP

20

Table No. 13 Intensity of ROGOR use.

Graph No. 13 Intensity of ROGOR use.

Table No.14 Approach while purchasing Rogor


High 18 9 8 15 8 13 0 0 0 0 0 0 0Medium 18 11 30 15 30 19 8 7 9 8 8 8 8Low 58 69 60 63 60 62 81 85 91 92 86 88 87Spray routinely 5 11 3 7 3 6 11 7 0 0 6 5 5



1319

62

60

8

87

5

0

20

40

60

80

100

High Medium Low Spray routinely

Responses MH

Responses AP


Dealers 62 86 92 71 92 75 61 49 12 76 37 60 48Company representative 12 8 4 10 4 9 3 0 21 28 11 11 11Fellow farmers 13 3 0 9 0 8 0 8 0 8 0 8 4Progressive farmer 7 0 4 4 4 4 3 11 6 0 4 6 5Agricultural officer 3 14 0 7 0 6 0 0 3 0 1 0 1Own decision/ experience 40 50 83 44 83 52 56 22 26 28 41 24 33Annadata book/ news 0 0 0 0 0 0 0 3 0 0 0 2 1

Consult to

Q15. To whom do you approach/ consult before buyig RogorMaharashtra Andhra pradesh


21

Graph No. 14 Approach while purchasing Rogor

48% of the farmers from Andhra Pradesh 75% of farmers Maharashtra said that they will depend on the advice of the pesticides dealers.52% of Maharashtra farmers and 33% of Andhra Pradesh farmers said that they will take own decision based on the their past experience.

Table No. 15 Association with ROGOR

75

9 8 4 6

52

0

48

114 5 1

33

10

1020304050607080

MH

AP

NandedAttributesCotton Cotton Wheat Cotton Wheat Both Cotton Chilli Cotton Chilli Cotton Chilli BothEconomical 25 11 17 20 17 19 25 35 35 60 30 45 37Habit 20 17 17 19 17 18 14 8 18 16 16 11 14Result oriented 67 92 92 76 92 79 69 76 74 76 71 76 73Brand name 33 58 67 43 67 48 33 43 56 32 44 39 42Company name 42 67 92 51 92 59 31 49 26 24 29 39 33Convenient packaging2 0 17 1 17 4 6 5 0 0 3 3 3Price 5 6 0 5 0 4 17 8 0 8 9 8 8

Q 16. Association- Tick the attributes you consider while purchasing Rogor?Maharashtra Andhra pradesh


22

Graph No. 15 Association with ROGOR

79% of farmers from Maharashtra and the 73% of farmers from the Andhra Pradesh said that

the result oriented ness of roger as the main attribute they will consider while

purchasing.59%of farmers from Maharashtra and 33%of farmers from Andhra Pradesh will

consider the company name .48% of farmer of Maharashtra and 42% of farmers from the

Andhra Pradesh will consider brand name.

Table No.16 Identification of ROGOR while purchasing.

19 18

79

4859

4 4

37

14

73

4233

3 8

0102030405060708090

MH

AP


TATA name 95 44 63 76 63 73 64 68 97 76 80 71 76Rallis name 3 53 54 22 54 28 36 22 3 12 20 18 19Brand name 53 50 88 52 88 59 14 51 85 32 49 44 46Symbol (leaf) 42 6 8 28 8 24 56 46 24 52 40 48 44Pack colour 7 56 75 25 75 35 17 14 6 32 11 21 16Pack shape 0 56 50 21 50 27 6 16 3 20 4 18 11other 0 3 0 1 0 1 0 0 0 0 0 0 0

Q17. While purchasing how do you identify Rogor?Maharashtra Andhra pradesh


23

Graph No. 16 Identification of ROGOR while purchasing.

It is observed that 73% of farmer from Maharashtra and 75% farmers from Andhra Pradesh

are identifying of TATA name .59% of farmers from Maharashtra and 46% of farmers from

Andhra Pradesh are identifying Rallis name while purchasing ROGER.

Table No. 17 Ways of asking Rogor to dealer/Retailers.

Graph No.17 Ways of asking Rogor to dealer/Retailers.

73

28

59

24

35

27

1

46

0

10

20

30

40

50

60

70

80

TATA name

Rallis name

Brand name

Symbol (leaf)

Pack colour

Pack shape

other

MH

AP


I want Rogor 12 44 33 24 32 26 56 62 66 54 61 58 60I want TATA Rogor 87 31 67 66 68 66 41 33 26 46 33 38 36I want TATA Rallis Rogor 2 25 0 10 0 8 3 5 9 0 6 3 4I want TATA insecticide of certain packaging 0 0 0 0 0 0 0 0 0 0 0 0 0other 0 0 0 0 0 0 0 0 0 0 0 0 0

Q18.While Purchasing how do you ask for Rogor to Dealer/ Retailer?Maharashtra Andhra pradesh


26

66

80 0

60

36

40 0

0

10

20

30

40

50

60

70

I want Rogor I want TATA RogorI want TATA Rallis RogorI want TATA insecticide of certain packagingother

MH

AP

24

26% of Maharashtra farmers and the 60% of Andhra Pradesh farmers ask far roger as “i want

roger”.66% of Maharashtra and 36%of Andhra Pradesh farmers ask the roger as “iwant tata

roger”

Table No.18 Response of respondents about the change in brand name.

Graph No. 18 Response of respondents about the change in brand name.

Around 55%of Andhra Pradesh and the 34% of Maharashtra farmers opined that they will

“surely” purchase ,31%of Maharashtra, and 23% of Andhra Pradesh farmers opined that

“likely” purchase even after the change of name from ROGER to the TAFGOR.


Never 2 0 8 1 8 3 6 5 0 0 3 3 3May not 2 0 58 1 58 13 12 10 0 8 6 9 8May be 7 29 33 16 33 19 15 18 3 4 9 13 11likely 36 43 0 39 0 31 30 21 9 40 19 28 23Surely 53 29 0 43 0 34 36 46 89 48 63 47 55

Q19.Instead of Rogor if TATA comes with Tafgor will you purchase it?Maharashtra Andhra pradesh


3

1319

3134

38

11

23

55

0

10

20

30

40

50

60

Never May not May be likely Surely

MH

AP

25

Table No. 19 Response of the farmers change in brand name.

Graph No.19 Response of the farmers change in brand name.

63% OF Maharashtra and 41% of Andhra Pradesh opined that it is easy to remember the

name TAFGOR .34% OF Andhra Pradesh and the 15% of Maharashtra farmers opined that

name change is NOT A CONSTRAINT.

Table No. 20 Response of Brand name change.


Easy to remember67 12 20 47 20 41 53 56 88 56 70 56 63Hard to remember28 21 20 26 20 24 36 28 9 11 23 21 22not a constraint 5 68 60 28 60 34 11 15 3 33 7 23 15other 0 0 0 0 0 0 0 0 0 0 0 0 0

Q20. Instead of Rogor if TATA comes with Tafgor it is………..Maharashtra Andhra pradesh


41

24

34

0

63

2215

00

10

20

30

40

50

60

70

Easy to remember Hard to remember not a constraint other

MH

AP


Change in price 25 13 19 20 19 20 17 27 41 44 31 35 33Chemical composition 55 23 19 42 19 38 57 45 43 33 49 40 44Change in formulation 3 3 15 3 15 6 4 2 0 4 2 3 2Change in packaging 8 28 4 16 4 14 0 0 3 0 2 0 1It is problem 0 10 0 4 0 3 2 4 3 9 3 6 4it is fishy 0 3 4 1 4 2 4 2 0 0 2 1 1nothing 8 10 19 9 19 11 13 13 10 9 11 11 11so what 0 10 15 4 15 6 2 9 0 0 1 5 3other 0 0 4 0 4 1 0 0 0 0 0 0 0

Q21.How do you take brand name change from Rogor to Tafgor? (aided)Maharashtra Andhra pradesh


26

Graph No. 20 Response of Brand name change.

44% of Andhra Pradesh and 38% of Maharashtra farmers opined that name change means

change “chemical composition” 33%of Andhra Pradesh and 20% of farmers opined that

name change means change in “CHANGE IN PRICE”

3.2 Data presentation and analysis for experts (Expert famers, Dealers and competitors sales officer)

Graph no.21: Major pesticides used for sucking pests

From above graph 59% and 43% and 33% and 30%of experts s of Maharashtra and Andhra Pradesh said the farmers use Imidachloroprid, monochrotophos respectively.

20

38

614

3 211

61

33

44

2 1 4 111

3 00

10

20

30

40

50

MH

AP

33

59

33

24

32

0 0

32

43

3024 20

0 00

10

20

30

40

50

60

70

Technical name/ % share MH

Technical name/ % share AP

27

Graph no.22: Share of Diamethoate brand used

From above we find that 72% &63%farmer uses rogor as dimethoate brand in AP and MH respectively while 17% in AP uses Rogorin 20% isagro Rogor .

Graph no. 23: Major pest controlled by Rogor

From the above graph we find that 90%farmer of AP and 70% of MH uses the roger to control jassids & 95% of MH and and 45% of AP farmer uses Rogor to control aphids according to expert view.

63

010 14

0 010

0 0

72

17

0

20

0 0 0 0 00

1020304050607080

Diamethoate Brand / % share MH

Diamethoate Brand / % share AP

95.5

4.5 5.0

90.5

13.6

0.0

45.050.0

80.070.0

40.0

5.0

0.0

20.0

40.0

60.0

80.0

100.0

120.0

Aphid White fly Mealy bug

Jassids Mites Others

MH average

AP average

28

Graph no.24: Trend of sucking pests in cropping system

It is observed that 48% and 35% of experts Andhra Pradesh and Maharashtra are opined that 10-20% increased in the pest attack and 35%and 37% said increased in the pest attack by 20-30 percent.

Graph no.25: Attributes considered by the farmers while purchasing the Rogor

From the above graph we find that most of the farmer from both the state looking for brand name fallowed by company name and then after looking for price and availability in market according to the expert.

12

35 35

12

65

48

37

6 5

0

10

20

30

40

50

60

0-10 10--20 20-30 30-40 40-50

% change trend MH Incresing

% change trend AP Incresing

0 1

43

27

0 0

25

02

28

44

10 10

0 03

1520

33

14 149

05

101520253035404550

Series1

Series2

Series3

29

Graph 26: How farmers ask for the Rogor

From the above graph we find that 60% of AP and 42%of MH ask for I want rogor while 58% of MH and 40% of AP farmer ask for “I want Tata roger” according to expert opinion.

Graph no. 27: Farmers identification for Rogor

From the above graph we find that in MH 44% first look for brand name while 52% identified from company name and confirmed it while in AP 48% first look for brand name and then after looking for company name that is 56% and confirmed it as Rogor according to expert view.

42

58

0 0

60

40

0 00

10

20

30

40

50

60

70

I want Rogor I want TATA Rogor

I want TATA Rallis Rogor

I want TATA insecticide of

certain packaging

MH

AP

44

52

20

48

56

28

0

10

20

30

40

50

60

Brand name Company Logo (leaf)

MH

AP

30

Graph no.28: Identification from Symbol of leaf

66% and 50% and 5% and 25% of experts from Maharashtra and Andhra Pradesh identified the symbol as “Tata Rogor logo” and “ cotton leaf’” respectively

Show complete advertisement.

Graph no. 29: What comes to your mind

76% and 25% and 5% and 20% of experts of Maharashtra and Andhra Pradesh are opined that “change in the brand name” “no difference” after seeing the full advertisement.

5 5

66

05

15

5

25

0

50

25

0 0 00

10

20

30

40

50

60

70

Cotton leaf

Baniyan tree leaf

TATA Rogor logo

Agri product

logo

Nothing Cant say Just a leaf

Symbols MH

Symbols AP

76

0 5 0 014 9

2515 20

40

5 0 00

102030405060708090

MH

AP

31

Graph no.30 Experts view about the change

24% and 20% of experts of Maharashtra and Andhra Pradesh opined that the name change will “ confusion in the mind of farmers” and “reduction in sales” simultaneously.

Graph no.31 Awareness of change in the market

85% and 60% of Maharashtra and Andhra Pradesh experts said that they know about the name change of Tata Rogor to Tata Tafgor.

24 24 23

5

1520 20

25

35

005

10152025303540

What will happen MH

What will happen AP

5

60

85

40

0

10

20

30

40

50

60

70

80

90

MH AP

Yes

No

32

Graph no.32:Experts expect the likely outcome

35%and 23% and 25%and34% of experts of Andhra Pradesh and Maharashtra said that the name change will lead to confusion for farmers and ‘NOTHING WILL HAPPEN”respectively.

Graph no. 33 Expert view about trade support cheminova or Rallis

From the above graph we find that in MH 60% said trade will support to the cheminova while 40% said it will support to Rallis while in AP find that 66% will support to Rallis and 34% will support to cheminova.

23

0

23

50

3428

59 10 10

35

2530

15

25 25

0 0 0 0 005

10152025303540

MH

AP

60

4034

66

0

10

20

30

40

50

60

70

Cheminova Rallis Cheminova Rallis

YES

MAHARASHTRA AP

33

Graph No.34 Reason to continue to buy ROGOR sold by Cheminova

From the above graph we find that, in MH and AP 19 & 25%expert said they will purchase the Cheminovas Rogor because of same brand name, 38 & 55% expert said they will purchase because of influence of push marketing.

19

0

38

9

29

15

5

25

0

55

25

45

10 10

0

10

20

30

40

50

60

MH

AP

34

CHAPTER IV

FINDINGS AND SUGGESTIONS

4.1 POSITIVE:

Tata name is most popular and reliable in market

Farmer easily trust on Tata product than other

There are vast product line in market

Company executive has always supported to farmers

There is strong association between Tata name and farmer, and farmer are ready to accept

Tata product in spite of name change

Also we find that most of the farmer checking Tata name while purchasing the Rogor

Already farmer using different product of Tata rallis and they find it effective so they can

willing to accept the Tafgor also

Some farmer identifying Rogor from its leaf logo and packaging colour which is same in case

of Tafgor and they said it is Rogor only specially in case of illiterate farmer

Most of the farmer asks for Tata rogor while purchasing Rogor which show hidden brand

association between farmers and Tata.

Many farmer think that New name i.e, Tafgor is easy to remember and interesting

4.2 NEGATIVE:

Same brand name by cheminova may confuse farmer

There is threat of aggressive and against promotion by cheminova

eg. Cheminova coming with name Rogor original

There may be chances of reducing market share of Tata Rogor according to expert view.

35

4.3 SUGESSION

Dealers are Neutral for TATA and Cheminova, and when farmer will ask for Rogor he will

put that companies Rogor which will give me More Margin so it is important to promote

dealers by providing some incentive and encourage him to promote Tafgor as he is the

important bridge between farmer Tafgor .

Cheminova don’t have market network here and no manager visit us which help Tata to

promote Tafgor as Rogor with name change.

One who will do the promotion earlier will grab the opportunity.

Company need to promote Tafgor with more of group meeting, poster, leaflets etc. to create

awareness among the farmers.

If Cheminova starts promoting Tafgor as duplicate it may create problem for Tafgor for that it

is important to create awareness in farmers mostly through dealers and company

representative.

Bus stand hoardings and big size banners will help you to educate many farmers about Name

change as Tafgor.

Tata is the most reliable and trusted brand of both market which help to promote Tafgor also

effectively

36

ANNEXURES : QUESTIONNAIRE

1) Farmers Sr.No Area Date Month Year

2010

A. Introduction: Objectives: To find the cropping pattern of the farmers To study the Cotton growing areas and farmers 1. Cropping pattern of the farmer

Cotton Land holding Large Medium Small

Advance famer

2. Cotton cultivation (Area) Irrigated Unirrigated

3. Experience in cotton growing _________ years B. Card 1: Symbol of a Leaf 4. Have you seen this symbol? Yes No

5. If yes, plz specify.

6. Symbol association with (plz do multiple ticks if required) Associations Tick Associations Tick Associations Tick Political party Tata Rallis Dimethoate Any daily products Bayer Monocrotophos Mahyco seeds Cheminova Acephat Nuzivudu seeds Syngenta Choloropyriphos Vibha seeds Nagarjuna Cypermetrin Rasi seeds UPL Mancozeb

C. Card B: TATA Rallis Symbol 7. Can you recall the picture? Yes No

8. Is yes, plz specify

9. Elements you recognise in the picture Rallis Symbol Rallis TATA

10. a. Product association (plz do multiple ticks if required) b. Attribute Association Product Tick Attributes Ran

k Attributes Ran

k Aploud Old Value for money Tatamida Standard Guarantee Acetap Reliable Difficult to get Takumi Trusted Rogar Wide range of products Expensive Can’t be trusted Fly by night

D.

Card C: ROGAR Graphic/Symbol association

11. What comes to your mind ?

37

12. Elements you recognise in the picture(Rank)

TATA DIMETHOATE

ROGOR Leaf symbol

13. In association of which company you know Cheminova Isagro TATA

E. Card D: Whole advertisement 14. What do understand from the ad?

15. At what infestation intensity you use Rogor High Medium Low

16. To whom do you approach/consult before buying Rogor?

Dealer Company representative Fellow farmer Progressive farmer

Agriculture officers Own decision Any others 17. Rank the attributes you consider while purchasing

of Rogor?

Attributes Ranks Economical Result oriented Brand name Company name Convenient packaging

18. While purchasing how you do identify Rogor?

Attributes Ranks Tata name Rallis name Brand name Symbol (Leaf) Pack color Pack shape Other, Plz Specify

19. While purchasing how do you ask Roger dealer/retailer?

Questions Tick I Want Rogor I Want Tata Rogor I Want Tata Rallis Rogor I want Tata insecticide of certain packaging (white colour bottle, leaf logo, bottle shape)

20. Instead of Rogor if Tata comes with Tafgorwill you purchase it?

Responses Tick Surely Probably yes Can’t say Probably no No

21. Instead of Rogor if Tata comes with Tafgor it is…………..

Responses Tick Easy to remember Hard to remember Not a constrain

23. How do you take brand name change from Rogor to Tafgor

Responses Rank Change of price Chemical composition change Change in formulation Change in packaging All of above

None of these

Personal details: A Name of farmer B Age and sex Years Male Female

C Education D Contact Details Ph. No. Mobile No.

38

2)DEALERS Res No. Area Day Month 2010

1. Personal details: A Name of dealer

B Name of the Agri-input Shop

Adress

C Age and sex Years Male Female D Education E Contact Details Ph. No. Mobile No. 2. For sucking pests in cotton which pesticides do

you sale ?

Brand Name Company Name

3. Which Diamethoate brands you sale?

Brand Name Company Name

4. For control of which pests farmers frequently buy Rogor?

Pests Rank Aphid Whitefly Mealy bug Jassids Mites Others

5. Can you rank the following attributes, farmer consider imp. While purchasing

Attributes Ranks Brand name Company name

Margin

Availability

Credit

Technical assistance

Effectiveness

Any other

6. Rank the Diamethoate brand accordinfarmer demand?

Diamethoate Brands

Company Name Rank

7. How do farmer ask for Rogor?

Questions Tick I want Rogor I want Tata Rogor I want Tata Rallis Rogor I want Tata insecticide of certain packaging (white colour bottle, leaf logo, bottle shape)

39

8. How do farmer identify Rogor? Attributes Rank Brand name Company name Logo (Leaf) Pack colour Packaging

9. Do you guide farmer while purchasing Rogor/Diamethoate?

Yes No

10. If yes, which brand do you recommend ?Brand Company Name Rank

11. When do you sale maximum quantity of Rogor/Diamethoate?

Season Tick Year round Kharif (June- Sept) Rabi (Oct- Feb.) Summer (March-May)

12. Instead of Rogor if Tata comes with brand name Tafgor will farmer purchase ?

Responses Tick Surely Probably yes Can’t say Probably no No

13. Instead of Rogor if Tata comes with brand name Tafgor it is…………..

Responses Tick Easy to remember Hard to remember Not a constrain

14. What do you think how farmer will take brand name change from Rogor to Tafgor

Responses Rank Change of price Chemical composition change Change in formulation Change in packaging All of above None of these

15. What do you think the change in brand name from Rogor to Tafgor demand will be………..

Options Tick Increase Constant Decrease

THANK YOU

40

B. Flash Cards.

1. TATARogor leaf symbol 2. TATA Rogor Brand name Symbol

3. TATA Tafor (New Brand name for TATA Rogor

41

4. Advertisement of brand name change –TATA Rogor to TATA Tafor MARATHI LANGUAGE

5 Advertisement of brand name change –TATA Rogor to TATA Tafor TELGU LANGUAGE

Documents

TATA Tafgor