Dr.
RAJENDRA PRASAD CENTRAL AGRICULTURAL UNIVERSITY
(SCHOOL OF AGRI BUSINESS & RURAL MANAGEMENT)
SUMMER INTERNSHIP
REPORT TOPIC:
“Market Analysis and product promotion of
Insecticide (India) Ltd (IIL) for Tomato Crop in
Buxar district of Bihar”
Presented By:
Rahul Raj
Roll No:2208201009
Field Day
45 Days with IIL (CA)
Farmers Demo
&Trails
Meeting
RR
Tomato
Campaign
Promotional Follow-up
Activities
Sales
INTRODUCTION
Promotional activities tools that can persuade consumers and change the behaviour of
the consumers
• Improves communication with clients.
• build trust between the brand and its customers
• Major promotional tools or promotional mixes are the followings
➢ Personal selling
➢ Direct marketing
➢ Advertising
➢ Sales promotion
➢ Public relation
COMPANY PROFILE
Basic Information
Name of the company Insecticide (India) Ltd
Year of the establishment 2001
Head office Delhi
CEO Hari Chand Aggarwal
Managing Director Rajesh Aggarwal
Industry Agri-input(Agrochemicals)
Website www.insecticidesindia.com
Source:www.insecticidesindia.com
Our dream is to contribute in a big way
towards rebuilding our mother Earth.
We intend to make our mother Earth a
greener and cleaner place through our work
and our innovative product portfolio that
will become the first choice for all farmers
worldwide. MISSION
Our purpose, what we are
We work towards making
VISION: agriculture sustainable and
profitable for our farmers, by using
simple and effective technologies
to ensure food security for all.
Engaged in manufacturing & marketing of crop-protection products
Four Product Categories: Insecticides, Herbicides, Fungicides,
Biologicals and Plant Growth Regulator
60000+ Retail Outlets, 5000+ Distributors
State-of-the-art manufacturing facilities in Chopanki (Rajasthan), Samba &Udhampur
(J&K) and Dahej (Gujrat) & 4 R&D Centers
16 Registration Approved under 8(3)
Annual Turnover is INR142023 Cr. In FY 2021
Popular name: Tractor Brand
Focused products of
RR Tomato Campaign
Product Detail: SHINWA
Technical Name: Fluxamide 10% EC
Category Type: Insecticide
Features:
•Novel insecticide to control of
lepidopteran,
Thrips, Leaf Minor and other
Sucking Pest.
•Effective in high & low temperature
and rain
Dosage:160 ml/Acre or 1ml/lit of water
Product Detail: IZUKI
Technical Name: Thifluzamide 26% +
Kasugamycin 6% SC
Category Type: Fungicide
Features:
•Systematic Fungicide+ Bactericide
•Can be used at pre-emergence and
early stage of disease
•Effectively rain fastness
Dosage: 160 ml/Acre or 1ml/lit of water
Product Detail: Cheprone
Technical Name: Sodium Para-Nitrophenol 0.3%SL
Category Type: PGR
Features:
•Improves flowering & fruiting
•Increases Photosynthesis and uptake of minerals
•Speeds up cytoplasmic streaming and transport in
cells
•Enhances fertilisation and seed-setting
•Resistance to fungus and various stress
Dosage: 40 ml/15 lit water
Product Detail: AgroSpread Max
Technical Name: Silicon based super
spreader
Category Type: bio-Product
Features: Increases efficiency of Agro-
chemicals
Dosage: 5ml/15lit water
TOMATO (Solanum Lycopersicon/ Lyocopersicon Esculentum)
Family: Solanaceae INSECTS OF DEASES OF
TOMATO TOMATO
Chromosome No: 2n=24 a. Tomato fruit a. Early blight
Origin- South America borer
b. Late blight
b. Vegetable
Use: Protective Food
leaf miner
c. Aphids
Production of India: 187.36 Lakh
8% of total world Production d. whitefly
e. Stink bug
Growing Season:
Kharif(June – Sep), Rabi(Oct-Feb) f. thrips
(Source: FAOSTAT)
Customer’s Buying
behaviour decision
Proper Sale
NEED OF STUDY promotio
nal mixes Of IIL
Challenge
Future
social, Scope for
psychology company
or culture
Questionaire
1. Name : e. Farmers meeting g) Campaigns
2. Age: f. Print media h) Discounts
3. Educational qualification 10. Which one of the following features help in
i) Coupon/ offers
4. Land holding convincing farmers to buy the agrochemicals?
5. Do you know Insecticide India Ltd (%)? a. Free Sample 13. Various motivational factors for the farmers to adopt agro-
Yes/No b. Free gifts chemicals
6. How do know Insecticide India Ltd (IIL)? c. Field Demonstration a. Resistance to pest and diseases
a. Fellow farmers d. Quality
b. Quality of tomato
b. Company Representative e. Dealer/Retailer influence
c. Dealer/Retailer c. Dealer advice
11. Have you switched to any brand in past? Yes/No
7. Do you use Insecticide India Ltd (IIL)? d. Brand name
*If yes, reason for switching the brand?
Yes/No
a. Price of current brand e. Demonstrations
If yes why? Reason for choosing
b. Unable to product desire result f. Company promotional activity
Insecticide India Ltd (IIL) products
c. Less efficient
a. Quality Purpose g. Neighbor farmers’ opinion
d. Unavailability
b. Effective control
e. Impact of packing
c. Easily available
f. Schemes of the Brand
d. Prices
g. Advertisement
8. Who has influenced you to choose the particular brand?
h. Influence by others.
a. Dealer
12. Various motivational factors for the farmers to adopt agro-
b. Advertisement
chemicals
c. Fellow farmers
d. Company Representative a) Demonstrations
e. Own decision b) Offering free samples(seeds)
9. According to you, which mode of promotion is better in
c) Farmer meetings
creating impact on farmers?
a. Instore display d) Word of mouth
b. Banners e) Wall paintings/posters/pamphlets
c. Individual Approach
f) Media (newspapers, radio, television
d. Field Demonstration
RESEARCH METHODOLOGY
OBJECTIVES
➢Farmers’ perception regarding sales promotional activities
taken up by the Agro-Chemical companies
➢Various motivational factors for the farmers to adopt
Agro-Chemicals.
➢Attitudes of farmers towards Insecticide India ltd products
in Hazaribagh and Ramgarh district of Jharkhand.
Badkagaown
Sampling plan Purposive Sampling Churchu
17 Hazaribagh
Katkamdaag
50
Katkamsandi
Hazaribagh District
Jharkhand state
Ramgarh
Ramgarh District
Dulmi
Chitarpur
50
Gola
Total=100
ANALYSIS OF THE DATA:
•Statistical tools
•(%, Total, Average
Data
Tabulated Analyze • MS Excel. (Graphs
Collection
used: Pie charts, Bar
graphs and Radar
graphs)
• Primary
Data
• Secondary
Data
LIMITATIONS OF THE STUDY:
• Most of the data were on the basis of farmers memory or
verbal reports as they didn’t keep any records.
• Collection of the data was very difficult as farmers hesitate to
give the correct data or they provided either they gave
estimated data
• Some farmers were not cooperative because in past they were
been cheated by some companies.
SOCIO-ECONOMIC CHARACTERISTICS OF THE FARMERS
Age profile of the farmers
Educational qualification of farmers
5% 3%
28% 22% 10%
39%
19%
45%
28%
Below 30 Year's 31-40 Year's
41-50 Year's Above 50 Year's Illiterate Primary Secondary Higher secondary Degree/PG
Educational No of respondent %
Age No. of % Qualification farmers
Profile farmers Illiterate 39 39%
<30 years 5 5% Primary 28 28%
31-40 22 22% Secondary 19 19%
41-50 45 45% Higher secondary 10 10%
>50 28 28% Degree/PG 3 3%
Total 100 100% Total 100 100
land holdings No of farmers percentage of
respondent
Land holding size of the respondent farmers
farmers
28 28%
7%
9% 28% Marginal(<1ha)
13%
Small (1-2ha) 45 43%
43% Semi-Medium (2- 13 13%
4ha)
Medium (4-10 9 9%
ha)
Marginal(<1ha) Small (1-2ha) Semi-Medium (2-4ha)
Medium (4-10 ha) Large (>10ha)
Large (>10ha 7 7%
Total 100 1005
OBJECTIVE: 1
FARMERS’ PERCEPTION REGARDING SALES
PROMOTIONAL ACTIVITIES TAKEN UP BY THE
AGRO-CHEMICALS COMPANIES
TOOLS GARRET GARRET
23 SCORE RANK FARMERS’ PERCEPTION REGARDING SALES
PROMOTIONAL ACTIVITIES TAKEN UP BY THE COMPANIES
DEMONSTRATIONS 73.4 I
OFFERING FREE 73.1 II Discounts
SAMPLES(SEEDS) coupon/ offers 63
FARMER MEETINGS 71.4 III Campaigns
64.3
WORD OF MOUTH 68.9 IV Media (Newspapers, Radio, Television)
65.3
WALL 68.7 V Wall paintings/posters/pamphlets
68.7
PAINTINGS/POSTERS/P
AMPHLETS Word of mouth
68.9
MEDIA (NEWSPAPERS, 65.3 VI
RADIO, TELEVISION) Farmer meetings
71.4
Offering free samples
73.1
CAMPAIGNS 64.3 VII
Demonstrations
73.4
DISCOUNTS 63 VIII 56 58 60 62 64 66 68 70 72 74 76
COUPON/ OFFERS Garret score
OBJECTIVE: 2
VARIOUS MOTIVATIONAL FACTORS FOR THE
FARMERS TO ADOPT AGRO-CHEMICALS
REASON FOR PURCHASING OF AGRO-CHEMICAL PRODUCTS
45
40
40
No. of Respondent Farmers
35
30
25
24
20 18
15
15
10
5 3
0
Dealer influence Demonstrations Fellow farmers Company brand Advertisement
VARIOUS MOTIVATIONAL FACTORS FOR THE FARMERS TO ADOPT AGRO-CHEMICALS
FACTORS GARRET GARRET RANK Various motivational factors for the farmers to adopt
SCORE IIL.
RESISTANCE TO PEST 79.73 I NEIGHBOUR FARMERS’
AND DISEASES OPINION 68.9
QUALITY OF TOMATO 78.95 II COMPANY PROMOTIONAL
ACTIVITY 71.08
DEALER ADVICE 75.58 III
DEMONSTRATIONS
71.77
BRAND NAME 73.19 IV
BRAND NAME
73.19
DEMONSTRATIONS 71.77 V DEALER ADVICE
75.58
COMPANY 71.08 VI QUALITY OF TOMATO
78.95
PROMOTIONAL
RESISTANCE TO PEST
ACTIVITY AND DISEASES 79.73
NEIGHBOUR FARMERS’ 68.90 VII
60 65 70 75 80 85
OPINION
Garret score
OBJECTIVE: 3
ATTITUDES OF FARMERS TOWARDS INSECTICIDE
INDIA Ltd PRODUCTS IN HAZARIBAGH DISTRICT OF
JHARKHAND
Awareness about Insecticide India Ltd company.
How do know Insecticide India Ltd (IIL)?
Do you know Insecticide India
Ltd (IIL)?
Dealer 12
S. N Buxar
Advertisement 12
Yes 65
Fellow farmers 24
No 35
Total 100 Company Representative 10
Farmers 42
Buxar meeting/Demonstration
No
35%
Yes
65%
Do you use Insecticide India Ltd (IIL) product?
Who had influenced you to
Yes/No
choose the particular brand
If yes why?
10 Dealer
25
30 20
15
25 45 own 10
Advertis
70 decision 5
ement Hazaribagh
0
Ramgarh
yes no 20
Compan Fellow
y… farmers
Quality Purpose Effective control
Easily available Prices
Buxar
Dealer 22
Reason Advertisement 2
Quality Purpose 20 Fellow farmers 10
Easily Available 45 Company Representative 13
Effective Control 10 own decision 8
Prices 10 Total 50
Total 100
FINDINGS:
➢Demonstration and farmers meeting is best
solution.
➢Resistance + Quality+ Dealer= Great role
➢For company: less strong marketing network brand
loyalty is low.
CONCLUSION
➢Information- dealers,
➢Promotion activities-filed demonstrations
➢The product should work efficiently.
➢Whatever is communicated to farmers it should be
seen so that he/she can trust the product also the
company.
Increase the sales force
Target Progressive farmers along
products should be made with small and marginal farmers
available before the season
starts for sowing Name of the product
Regular farmers meeting
and Road shows
free demonstration
Free gifts
Receive farmers feedbacks
SUGGESTIONS
PHOTOS
PLANNING THE ROAD MAP PRODUCT PROMOTION DEMONSTRATION FEEDBACK COLLECTION
THANK YOU……..
