Kapil Behare Final Project ppt

Project Title- Marketing Research for Brand Awareness, Brand Image, Customer Satisfaction and 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 : 

Project Title- Marketing Research for Brand Awareness, Brand Image, Customer Satisfaction and 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

Content-: 

Content- Company profile Study area Objectives Research methodology Data Analysis and Interpretation (Related to farmers) Data analysis and interpretation (Related to dealer) SWOT Analysis Michael Porter Five Forces Model Plan of action (Based on 4p’s) Conclusion and Recommendations

PowerPoint Presentation: 

Introduction (Vegetable seed sector)

PowerPoint Presentation: 

India is the 2 nd largest producer of vegetables in the world next to China with an estimated production of about 100.0 million tons from an area of 6.0 million hectares. The present annual requirement of vegetables is estimated to be 100 million tones and is expected to be over 135 million tones by 2010 . India shares about 15 % of the world output of vegetables from 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 companies in India and volume of turnover, ratio between the private and public sectors is 60:40 .

PowerPoint Presentation: 

Company 2006 seed sales US $ 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

Company Profile: 

Company Profile

PowerPoint Presentation: 

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 many vegetables like chilli, onion, potato, okra and tomato . Bejo Sheetal having 240 ha of farmland , 4 ha of polyhouse and 1 ha of greenhouse . It is also having excellent breeding programms in tropical vegetable 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.

PowerPoint Presentation: 

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-

PowerPoint Presentation: 

To study the potential of vegetable seed market and current 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. Objective-

PowerPoint Presentation: 

Need for study- How to increase the brand image and brand awareness among the farmers. What is the current status of Bejo S heetal S eeds with other competitor in Bellary. How to increase the satisfaction level of the farmers and dealers.

PowerPoint Presentation: 

Study Area : Bellary Dist. Bellary Sandur Kudligi Sirgupuppa Kampali Hospet

PowerPoint Presentation: 

BELLARY HOSPET SIRUGUPPA SANDUR KUDLIGI Vigneshwar Camp P.K.Halli Sirigiri Krishnanagar Anandurga Laxminagar Kamalapur Dasapur Sushilanagar Moroba Kolegal Dharmapur Dammmur Bowalli Kotturu Kamalchet Bommanipelli Sangnakal Daulatpur Amalapura Moka Somasumudhrum Torangullu Konapuri Kalapuram Korugudu Hampi Dharmapur Benchikotil Vijaya-nagar Panchgiri These are the villages which we covered-

Research Methodology: 

Research Methodology

PowerPoint Presentation: 

Research Design : Descriptive type of research has been conducted. It is also known as Quantitative R esearch. Method of sampling: Simple R andom S ampling Sampling area : Bellary Dist (Karnataka). Sample size: Total sample size is 380 ( 350 farmers and 30 Distributors/Dealers/Retailer)

PowerPoint Presentation: 

Research Instrument: Structured questionnaire and personnel interviews with different farmers/Distributors/Dealers/Retailers. Source of data: Primary data: Farmers and Distributors/Dealers/retailers. 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.,

PowerPoint Presentation: 

Data Analysis and Interpretation (Related to farmer)

PowerPoint Presentation: 

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.

Loyalty with the Bejo Sheetal Seeds- : 

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.

PowerPoint Presentation: 

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 from others 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

Buying Decision-: 

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-

Time for purchasing of vegetable Seeds- : 

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.

PowerPoint Presentation: 

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 3 rd rank.

PowerPoint Presentation: 

Competitor Analysis-

PowerPoint Presentation: 

This graph showing that in case of Bejo Sheetal is having 5 th rank in all over vegetable seeds and in case of Chilli Bejo rank is 2 nd , It means that farmer is satisfied with chilli variety.

Problem occurring in crop and variety-: 

Problem occurring in crop and variety-

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 varieties having 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.: 

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 varieties having 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 …

PowerPoint Presentation: 

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 S heetal Seeds, only competitor was providing support required by the farmer . Attribute No of Respondent % Technical Assistance 58 42% Regular Monitoring 38 27% Training to Farmers 28 20% Others 16 11%

Compensation fixed by the Company-: 

Compensation fixed by the Company- Attributes BSS According to the problem 29% According to the Crop damage 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.

Time taken to resolve the problems by Bejo Sheetal Seeds-: 

Time taken to resolve the problems by Bejo Sheetal Seeds- Time Respo-nse % 1 week 25 18% 2 week 63 45% Problems not solved 52 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.

Are you satisfy with the compensation given company employee/ dealer: 

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.

Market Activities adopted by Bejo Sheetal Seeds-: 

Market Activities adopted by Bejo Sheetal Seeds- 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.

Data Analysis and Interpretation (Related to dealer): 

Data Analysis and Interpretation (Related to dealer)

PowerPoint Presentation: 

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. Attribute Response Company 8 Distributor 7 Both a and b 3 Preferred Dealer 12

PowerPoint Presentation: 

The pattern of purchasing of vegetable seeds- 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 .

PowerPoint Presentation: 

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.

PowerPoint Presentation: 

Expectation from the Bejo Sheetal Seeds - In the above graph % respondent expecting good quality seeds, % respondent expecting field work , % expecting after sales service and % expecting visit to dealer.

PowerPoint Presentation: 

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 The B ehaviour of BSS with dealers:

PowerPoint Presentation: 

SWOT ANALYSIS SWOT ANALYSIS

PowerPoint Presentation: 

Strengths Good Quality hybrid seeds Wider product line Farmers and Seller’s satisfaction with yield Strong research and development Strong capacity for processing and packaging Weakness Less 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 Opportunities Area 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 .

PowerPoint Presentation: 

Industry Analysis- (Based on Michael Porter 5 Forces Model )

PowerPoint Presentation: 

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 .

PowerPoint Presentation: 

Plan of action (Based on 4p’s)

PowerPoint Presentation: 

Product- BSS-355( Chilli Vara .) Place Bellary, Sandur , Siriguppa taluka in which farmers are main grower of chilli. Marketing Channel: Communicating channel Distribution channel 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 Advertising: Sales promotion: By giving more offers to the Display: Display of posters.

PowerPoint Presentation: 

Findings & Recommendations

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.     : 

Major Findings- 1. Bejo Sheetal Seeds is having strong market in nearby villages only, especially in c hilli . 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-   * 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 the farmers 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. : 

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 the farmers 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.

PowerPoint Presentation: 

Conclusion- Bejo Sheetal seed ranked is ranked 2 nd 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.

PowerPoint Presentation: 

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 and markets. California www.wi98Agbussinessnew.htm www.indiastat.com www.dscl.com www.rafi.org www.indiaseeds.com www.wikipedia.com

Thank You…: 

Thank You…