1 | P a g e S U M M E R I N T E R N S H I P P R O J E C T

CHAPTER I
INTRODUCTION

1.1Fertilizer Industry

The fertilizer industry is one of the most energy intensive sector within Indian economy and is
therefore of particular interest in the context of both local and global environment discussions.
Increase in productivity of this good with the use of cleaner and more efficient technologies in the
manufacturing sector will be most effective immerging economic, environment and social
development objectives.
Being the backbone of agricultural productivity, the role of fertilizers will always remain
crucial. In developing countries like India, with increase in demand for food the demand for fertilizer
supply has experienced an upward shift.
Fertilizers production in India is nutrient wise. The three main nutrients nitrogen (urea),
phosphate and potash are used for fertilizers creation. Urea, ammonium sulphate, calcium ammonium
nitrate (CAN) and ammonium chloride are the nitrogenous fertilizers produced in India and
single super phosphate (SSP) is the only phosphatic fertilizer that is produced in India. Additionally,
nutrients are combined to produce several complex fertilizers. Production of complex fertilizers
include DAP (Diammonium Phosphate), several grades of nitro phosphates and NPK complexes.
Urea, DAP; SSP (single super phosphate) and Muriate of Potash (MOP) are the most commonly used
fertilizers. Among these, urea and DAP are the main fertilizers that are produced indigenously. Due to
the lack of viable resources or reserves of potash in India, the entire feedstock requirement for potassic
fertilizers are imported. Thus, Potash based fertilizer demand is entirely met by imports, for phosphate
fertilizer raw materials are imported and lastly natural gas and LNG (liquid natural gas) are being
imported for urea fertilizer production. In India, technical problems, power shortages and stringent
government policies lead to problems in production expansion.
Fertilizer in the agricultural process is an important area of concern. The industry had a very
humble beginning in 1906, when the first manufacturing unit of Single Super Phosphate (SSP) in
Ranipet near Chennai with a capacity of 6000 MT a year was established. Fertilizer & Chemicals
Travancore of India Ltd. (FACT) at Cochin in Kerala and Fertilizer Corporation of India (FCI) in
Sindri in Bihar were the first large sized plants set up in forties and fifties with a view to establish

2 | P a g e S U M M E R I N T E R N S H I P P R O J E C T

industrial base and attain self sufficiency in food grains. An impetus to the growth of fertilizer industry
in India was given by green revolution in sixties. Further a significant addition to the production was
witnessed in seventies and eighties. The fertilizer industry has played a majors role in achieving self
sufficiency in food grains as well as in rapid and sustained agricultural growth.
The growth of Indian fertilizer industry has been largely determined by the policies pursued by the
government which mainly confine to control the pricing, distribution and movement of fertilizers. The
industry is capital intensive and the production process is energy intensive with the combined cost of
feedstock and fuel accounting for anywhere between 55 and 80 per cent of cost of production,
depending on the type of fertilizers. The rapid buildup of fertilizer production capacity in the country
has been achieved as a result of a favorable policy environment facilitating large investments in the
public, co-operative and private sectors.

1.2 Present Status of Fertilizer Industry in India
India is the third largest producer and consumer of fertilizers in the world after China and
USA. However, in terms of consumption per hectare, the consumption of India (104.5 kg per hectare)
is lower than neighboring countries, showing scope of further increase. The consumption of chemical
fertilizer in India by and large was stagnant from 2001-02 to 2003-04. However, it has increased
during the last two years; consumption during 2010-11 was 243.40 lakh metric tones (LMT) of NPK
nutrients which was the highest ever achieved.
The importance of the fertilizer sector in India need hardly be emphasized as it provides a very
vital input for the growth of Indian agriculture and is an inevitable factor that has to be reckoned with
in the attainment of the goal of self sufficient by 1999-2000 was delayed. In view of the growing
demand of fertilizer, all efforts need to be made to achieve self sufficiency through incentives for
additional production of urea and revival of closed units of FCIL/HFCL. To ensure sufficient supplies
of raw material and intermediates relating to phosphatic sector over a sustained period, Indian
companies need to invest outside in the resources rich countries by way of joint ventures in mining,
production of phosphoric acid, production of finished fertilizers etc.



3 | P a g e S U M M E R I N T E R N S H I P P R O J E C T

Major Players in Fertilizer Market in India
In India, first of all in 1906, a Single Super Phosphate (SSP) manufacturing unit was set up at
Ranipat near Chennai (Madras) with annual capacity of 6000 tons per annum.

Public Sector
The Fertilizer And Chemicals Travancore Ltd. (FACT)
Hindustan Fertilizer Corporation Ltd. (HFC)
Madras Fertilizer Ltd. (MFL)
Hindustan Copper Ltd. (HCL)
Naively Lignite Corporation Ltd. (NLC)
Pyrites, Phosphates And Chemicals Ltd. (PPCL)
Paradeep Phosphates Ltd. (PPL)
Rashtriya Chemicals And Fertilizers Ltd. (RCFL)
National Fertilizer Ltd. (NFL)

Co-operative Sector
There are only two fertilizer manufacturing societies in Co-operative sector.
Indian Farmers Fertilizers Co-Operative Ltd. (IFFCO)
Krishak Bharati Co-Operative Ltd. (KRIBHCO)

Private Sector
There are 17 major companies in private sector, which are producing fertilizer.
Gujarat Narmada Valley Fertilizer Co. Ltd. (GNFC)
Hindustan Lever Ltd. (HLL)
Hari Fertilizer
ICI India Ltd.
Indo Gulf Fertilizers & Chemicals Corporation Ltd.
Mangalore Chemicals & Fertilizers Ltd. (MCFL)
Southern Petro Chemicals Industries Corporations Ltd.
Nagarjuna Fertilizer & Chemical Ltd. (NFCL)
Shri Ram Fertilizer & Chemicals Ltd.
Tuticorian Alkali Chemicals & Fertilizer Ltd.
Samruddhi Crop Agro Chemicals Ltd.

4 | P a g e S U M M E R I N T E R N S H I P P R O J E C T

Bindali Agro Chemicals Ltd.
Chambal Fertilizer & Petrochemical Corporations Ltd.
E.D.I. PASSY (I) LTD.
Gujarat State Fertilizer Company (GSFC)



5 | P a g e S U M M E R I N T E R N S H I P P R O J E C T

Company Profile

Nature Of Business Manufacturer
Supplier
Industry Bio Agro chemicals and NPK Fertilizers
Registered Address 1105, Matrix, Prahalad Nagar, Ahmedabad
Year of Establishment 2011
Total Number of Employees 20+
Legal Status of Firm Private Limited , ISO 9001: 2008
Proprietor Name Mr. Girishbhai Patel

Infrastructure
Location Image



Location Type Urban
Building Infrastructure Permanent
Size of Premises 9,000 square feet
Annual Turnover Rs. 1-2 Core Approx

6 | P a g e S U M M E R I N T E R N S H I P P R O J E C T

ABOUT THE COMPANY.

SAMRUDDHI CROP SCIENCE PVT. LTD. offers a comprehensive range of products and services to
the farmer and society of India in general and the State of Gujarat in particular. The company's aim is
not only to produce fertilizers but also to carry out different innovative approach in
promotional/extension programmes to educate the farmers on different agricultural fronts. Agricultural
Services Wing has specialized broad spheres of activities and the wing continues to play a vital role in
strengthening customer satisfaction and services.

The facet of care can be expressed in thought and action. And since its beginning, in 2012, has
consistently translated the facet of care in its every activity. Unfolding before you is the epic of the
SAMRUDDHI CROP SCIENCE PVT. LTD, an organization, in the annals of Indian Corporate
history founded on the single minded principle of offering the best to the customer.

In offering its care to an even larger section of society, SAMRUDDHI CROP SCIENCE PVT. LTD
has transcended the boundaries of the ordinary to be able to truly fulfil its goal of being Basic to
Indias Progress.

SAMRUDDHI CROP SCIENCE PVT. LTD. started manufacturing and marketing operations of
fertilizer by setting up in Jan 2012. Though new in the Coporate Industry, looking to the wide spread
experience of Directors and their vision and mission, Company is targetting to be one of the leaders in
fertilizer industry. The company is engaged in manufacturing and selling fertilizers such as NPK,
under the umbrella SAMRUDDHI, KRISHIRATNA, KISSANGOLD & SAMRUDDHIGOLD To
educate and update the farming community about the latest farming technique, the company plan to
bring out a monthly brochure in Gujarati and Hindi. In order to demonstrate the use of modern
technology in agriculture among the farming community, the company proposes to have
Demonstration Farm. In order to help the farmers economise on use of fertilizers, the company to tie
up with a well-equipped Soil Testing Laboratory having analysis capacity of soil and water samples..

"When Farmers Prosper, We Prosper".SAMRUDDHI CROP SCIENCE PVT. LTD. offers a
comprehensive range of products and services to the farmer and society of India in general and the
State of Gujarat in particular. The company's aim is not only to produce fertilizers but also to carry out
different innovative approach in promotional/extension programmes to educate the farmers on

7 | P a g e S U M M E R I N T E R N S H I P P R O J E C T

different agricultural fronts. Agricultural Services Wing has specialized broad spheres of activities and
the wing continues to play a vital role in strengthening customer satisfaction and services.
Quite a large numbers of farmers are Customers of the company and fertilizers have to be used by the
rural markets, it becomes our responsibility to carry out different programmes for rural upliftment to
fulfill our social obligations and company proposes to undertake several Rural Development
Programmes all over Gujarat manned by trained and experienced agriculture graduates, the company
plan to carry out various need based programmes such as:
Fertilizer demonstration
Farmers meeting
Night meeting
Crop Seminar
Slide shows on our products and crop cultivation practices
Providing audio visual facilities in remote and inaccesible areas
Providing advanced knowledge of agriculture by participation in exhibitions
Providing agro shed net house technology to farmers
Distribution of crop and product literature

SAMRUDDHI CROP SCIENCE PVT. LTD. handling traded fertilizer
The basic objective of marketing such fertilizers is to make available wide range of fertilizers to
farming community, making regular supplies of fertilizers to distribution channel and enhancing the
company's turnover. The market is undergoing a sea change and there is a shift from sellers to buyers
market. Therefore it is of paramount importance to make available different kind of fertilizers as per
the market demand in different areas, and we at SAMRUDDHI CROP SCIENCE PVT. LTD. are more
concerned about that. Such steps help in making the distribution channel more strong and developing a
good rapport with them.



8 | P a g e S U M M E R I N T E R N S H I P P R O J E C T

Quality Policy

It has always been our endeavor to manufacture, handle and market quality fertilizers and do not
compromise on quality aspects in any respects for short term gains. Our distribution network is also
reliable and we feel that the distribution channel do not indulge in any kind of malpractice in the trade.

The company has a well equipped quality control lab at its plant site at Indore (M.P.). At the
manufacturing facility, the fertilizers samples are taken from time to time and analyzed at our quality
control lab without loss of any time and only the fertilizers which comply with actual specs are
earmarked for marketing. It is also our normal practice that the time fertilizer is received at the port the
samples are taken and analyzed at our quality control lab. The samples of traded fertilizers are duly
analyzed for quality standards from time to time. The story does not end here. The time the fertilizers
are dispatched to the field, it is mandatory on the part of the field staff to collect fertilizer samples and
send it to quality control lab for analysis. Maintaining quality of the products in every respect is our
utmost motto.
Vision Statement

To be a technology driven, environmentally responsible private limited Company manufacturing and
marketing Fertilizers, maintaining highest standards of operational excellence and innovation for
creating sustainable value for all stakeholders
Mission Statement

We Shall be the leading provider of Fertilizer, Seeds, Bio-fertilizer, Bio-pesticides, Chemicals
and Agricultural inputs through adoption of State of the Art Technologies and Business
Processes
We Shall have a firm commitment to quality, environment, health and safety
We Shall enrich human resources and promote teamwork, innovativeness and integrity
We Shall achieve sustainable economic growth based on corporate excellence driven by ethical
business practices, professionalism, dynamism and social responsibility.

9 | P a g e S U M M E R I N T E R N S H I P P R O J E C T

Product Portfolio

As an organization formed for supporting the farmers, SAMRUDDHI CROP SCIENCE PVT.
LTD every act revolves around the avowed goal of not only selling fertilizers, but also offering
happiness. Translating this belief has been the constant standard that its every act must measure
up to.
Soil Conditioner
Organic Fertilizers
Fertilizers
Single Super Phosphate (SSP)
Seeds
Bio Agro Chemicals


10 | P a g e S U M M E R I N T E R N S H I P P R O J E C T

Fertilizer Product


Special 20-10-5 fertilizer formulation feeds all types of trees, shrubs, bareroot plants, roses, and
ground cover plants for up to 1 year. Contains micronutrients, humates, organics, sea kelp extracts,
and plant extracts


11 | P a g e S U M M E R I N T E R N S H I P P R O J E C T


Used as a Complex Fertilizer for supply of all three Major Nutrients like
Nitrogen, Phosphorus and Potash.
Used in a Basal Application in crops like Wheat, Paddy, Maize, Pulses,
Sugarcane, Vegetables etc.




12 | P a g e S U M M E R I N T E R N S H I P P R O J E C T


It has good storage properties.
Least hygroscopic and does not readily absorb moisture from the air. It can be kept indefinitely
without quality deterioration
Due to high water solubility, has a greater mobility in the soil.
Being non- hygroscopic, can be conveniently stored well even in high rainfall areas



13 | P a g e S U M M E R I N T E R N S H I P P R O J E C T

Client Satisfaction
We strive hard to maintain a high level of client satisfaction by meeting the requirements of
our clients in the most effective and flexible manner. In this regard, we formulate our range of
Chemicals and Stimulants from active ingredients. Further, safe packaging and timely delivery of our
range has won us the trust and confidence of our valuable clients. Being customer friendly, we also
facilitate our clients by providing our range at competitive prices. We have developed a wide
distribution network and streamlined supply chain for the prompt processing of our domestic orders.
Owing to our ethical business practices and transparent transactions, we have been able to build a huge
client base all across the country.

Why Us?
We are a renowned name in the field of Chemicals Fertilizer and have earned a reputed
position in the domestic market. Owing to the following significant factors, we have always been one
of the preferred choices of our valuable clients:
On time deliveries
Affordable Prices
Quality Products
Perfect Packaging
Bulk production










14 | P a g e S U M M E R I N T E R N S H I P P R O J E C T




Objectives of the Study

1. To study the dealer scheme with current prices of Fertilizer given by companies.
2. Measure the brand preference of fertilizer companies
3. To find out dealers expectations from companies.
4. To find out the criteria used by dealers and retailers for selling of fertilizer.


15 | P a g e S U M M E R I N T E R N S H I P P R O J E C T

CHAPTERII
REVIEW OF LITERATURE

A brief review of studies, which have a direct or indirect bearing on the objectives of the
present study, is attempted in this chapter. Commensurate with the objectives of the present study, the
available literature was scanned and is briefly reviewed and presented under following heads.
1. To study the dealer scheme with current prices of Fertilizer given by companies.
2. Measure the brand preference of fertilizer companies
3. To find out dealers expectations from companies.
4. To find out the criteria used by dealers and retailers for selling of fertilizer.

Oliver (1980) observed that customer satisfaction is the feeling or attitude of a customer towards
product or service after it has been used and is generally described as the full meeting of one's
expectationCustomer Satisfaction is a major outcome of a marketing activity, whereby it serves as a
link between the various stages of the consumer buying behaviour. For instance, if customers are
satisfied with a particular service offering after its use then they are likely to engage in repeat purchase
and try line extension? A study conducted by Levesque and McDougall confirmed and reinforced the
idea that unsatisfactory customer service leads to a drop customer satisfaction and willingness to
recommend the service to a friend/relative. This would in turn lead to increase in the rate of switching
over to other brands by customers.

Bitner and Hubbert (1994) observed that customer satisfaction is an important theoretical as well as
practical issue for most marketers and consumer researchers. Customer satisfaction can be considered
to be the essence of success in today's highly competitive world of business. Thus, the significance of
customer satisfaction and customer retention in strategy development for a market oriented and
customer focused firm cannot be overstated. Consequently, customer satisfaction is increasingly
becoming a corporate goal as more and more companies strive for quality in their products and
services.

16 | P a g e S U M M E R I N T E R N S H I P P R O J E C T


Mumby (1994) revealed the promotional activities that arethe resources invested in variety
development and involve sending messages to the distributors and consumers in order to inform them
about a company's products and help them to make their decision to buy a particular variety or brand
of seed. It is important to monitor how effective this communication is by ensuring feedback from
both the dealers and the consumers. Sales promotion is the term given to describe a variety of
techniques designed to encourage customers to buy. They complement advertising and other
promotional activities. They are tactical devices that provide incentives to 'buy now', thus sales
promotion is short-term (to achieve an immediate effect) whereas advertising is a longer term
communications process. The techniques used to achieve these short-term effects can be divided into
either selling to the market channel or selling out of the marketing channel.

Ambler and Styles (1996) described two different views of defining a brand. The first is the product
plus view, when the brand is seen as an addition to the product, and in this view a brand is also called
an identifier. The second is the holistic view that communicates the focus on the brand itself that is
considered to be much more than just the product. The brand is said to be the sum total of all elements
of the marketing mix. Brands can also be explained based on their elements-those
trademakeabledevices that serve to identify and differentiate the brand (ego, brand names, logos,
symbols, characters, slogans, jingles and packages.

Chunawalla and Setha (1997) examined that advertising has multi-dimensions, serving as a form of
mass communication, a powerful marketing tool, a component of the economic system, a means of
financing the mass media, a social institution, an art form, afield of employment and a profession.

DeChernatony and MacDonald (1998) studied that an attempt to emphasize the increased value that
accrues to the consumer by buying the established brand rather than a generic or commodity product,
offer the following definition of a brand: A successful brand is an identifiable product, service,
person or place, augmented in such a way that the buyer or user perceives relevant, unique added
values which match their needs most closely. Furthermore, its success results from being able to
sustain those added values in the face of competition.

17 | P a g e S U M M E R I N T E R N S H I P P R O J E C T


Govindasamy et.al. (1998) observed that the promotional campaign in New Jersey also expanded its
marketing promotion programs. They attempted to increase the consumer awareness of the entire array
of agricultural products available besides tomatoes to increase the demand for local products.
Evaluated the effectiveness of the Jersey Fresh program in terms of consumer awareness. The results
of the analysis identified high brand awareness groups among consumers. It helped target specific
demographic groups and was conducive to identifying potential consumers. It also further helped the
state marketing promotion to develop new promotion programs to increase the consumption of local
agricultural products.
Padmanaban (1998) used the linear multiple regression model to analyze the factor influencing
the brand loyalty of farmer like price of the preferred brand, efficiency of the brand, package of the
brand, extent of information of advertisement and availability of preferred brand. The result obtained
showed that coefficient of multiple determinations R
2
was 0.74, which implies that the explanatory
variables included in the function explained 74 percent of variation in the brand loyalty of the farmer.
Among the independent variables the price of the preferred brand(X
1
) efficiency of preferred
brand(X
2
) and extent of information of advertisement(X
3
) were found to be highly significant at one
percent level, where as the variable availability of preferred brand was significant at five percent level.
Even though the variables, peer group influence and package of the brand had positive coefficients.

Sankaranarayanan and Padmanaban (1999) examined that the market structure of pesticides at
retail level, which was identified as oligopoly. There was weak association between number of dealers
and number of farm holdings. Based on brand name, symbol, colour of the packing material offered by
the firms, the farmers were able to discriminate the pesticides. The competition between the existing
retailers in remaining the market share and high initial investment acted as barriers to entry.









18 | P a g e S U M M E R I N T E R N S H I P P R O J E C T

RESARCH METHODOLOGY

Title: - Dealer's Opinion Regarding Samruddhi Crop Science Fertilizer's Product
1 Research Design Exploratory And Conclusive
2 Exploratory Design Secondary Data
Literature Research,
Published Data
3 Conclusive Research design Descriptive, Single Cross Sectional Research
4 Descriptive Research Survey
5 Survey Instrument Questionnaire.
6 Interview Method Personal Interview.
7 Target Population All Dealers those who are selling Fertilizer
Sampling Unit Dealers
Sampling Element All Dealers of Samruddhi Crop Science Pvt.Ltd
Sampling Frame Not Available.
Extent Junagadh
Time 6 Week



19 | P a g e S U M M E R I N T E R N S H I P P R O J E C T

8 Sampling Techniques Non Random , Convenience Sampling
9 Sampling Size 50
10 Scaling Technique Non Comperative-Likert Scale
11 Data Analysis Microsoft Office Excel Worksheet
















20 | P a g e S U M M E R I N T E R N S H I P P R O J E C T

DATA ANALYSIS AND INTERPRETATION

1) Factor affect for sale of particular brand of Samruddhi fertilizer

Particular No. of
Respondents
Per cent (%) Ranks
Price 14 28 2
Quality 21 42 1
Efficiency 4 8 4
Packaging 3 6 5
Brand name 8 16 3
Total 50 100



About 42 per cent dealers said that quality affects more to sale of fertilizer. About 28 per cent dealers
feel that price affect the sales, 8 per cent dealers said that efficiency affect the sales, 16 per cent
dealers feel that availability affect the sales, 6 per cent dealers said that packaging affect the sales.
Overall result show that the more factors affect to sales was quality and price.


28
42
8
6
16
Price
Quality
Efficiency

21 | P a g e S U M M E R I N T E R N S H I P P R O J E C T

2) Dealers Expectations from the Company

Dealers Expectations No. of Respondents Per cent (%) Ranks
Regular Touch 2 4 5
Improve Promotional Activity 13 26 2
Improve Credit Policy 11 22 3
Keep Limited Dealer 16 32 1
Timely Availability 8 16 4
Total 50 100



A changing concept of farming and increasing awareness about cost, quality and other factors, affects
on buying behavior of the customer (farmers) which leads to increase the expectations of the dealers
towards company
Study illustrates that 26 per cent of the dealers expect more promotional activities. 16 per cent
dealers expect timely availability of fertilizers.22 per cent dealers expect improved credit policies.
About 32 per cent of dealers want the company to keep limited dealers in order to reduce the unwanted
competition in the market. 4 per cent dealers feel that the company should communicate with
customers regularly in order to increase the market of fertilizer among farmers.

4
26
22
32
16
Regular Touch
Improve Promotional
Activity
Improve Credit
Policy
Keep Limited Dealer
Timely Availability

22 | P a g e S U M M E R I N T E R N S H I P P R O J E C T

3) No. of Companies Dealership

No. of company
dealership
No. of Respondents Per cent (%)
5 1 2
4 3 6
3 14 28
2 17 34
1 15 30
Total 50 100



It is observed that 34 per cent dealer have two companies dealership, about 30 per cent dealer have one
company dealership, 28 percent dealer have three companies dealership and 6 per cent dealer have
four company dealership. In my survey I observed that maximum dealer have dealership like CFCL,
Sreeram, liberty phosphate and jubilant fertilizer companies. Some dealer wants one company
dealership that provides timely product, credit facility and other support services.

0
5
10
15
20
25
30
35
1
2
3
4
5
No. of company
dealership
No. of Respondents
Per cent (%)

23 | P a g e S U M M E R I N T E R N S H I P P R O J E C T

4) Status of Dealers Feedback

Dealers Feedback No. of Respondents Per cent (%) Ranks
Excellent Product 14 28 II
Good Product 27 54 I
Finding Problems 9 18 III
Total 50 100



I have been carried out a survey of 30 dealers and among them 54 per cent of the dealers are in favors
of company. They have demanded the products regularly and have sales of products like Urea, DAP,
SSP etc. About 28 per cent dealers had maintained the brand image of the company in the market, and
were putting hard efforts to save the products. Another 18 per cent dealers are finding problems like
risky investment, lack of supply, storage, availability, and product price etc. and some dealers said
some companies put the pressure, you will get urea when you will sell SSP fertilizer and other
company product.


28
54
18
Excellent
Product
Good Product

24 | P a g e S U M M E R I N T E R N S H I P P R O J E C T

5) Important factor that influence sales of fertilizers or increase the sales
Particular No. of respondents Per cent (%) Rank
Price 13 26 2
Quality 24 48 1
Scheme 5 10 3
Discount 4 4 4
Quantity 3 6 5
Others 1 2 6
Total 50 100


The result presented is the factors influencing sales of fertilizers in districts. About 48 per cent
dealers said that quality affects more to sale of fertilizer. About 26 per cent dealers feel that price
affect the sales, 10 per cent dealers feel that discount/scheme affect the sales and 6 per cent dealers
feel that quantity affect the sales.

0
5
10
15
20
25
30
35
40
45
50
No. of respondents
Per cent (%)
Rank

25 | P a g e S U M M E R I N T E R N S H I P P R O J E C T

6) Pricing strategy of companies

Pricing strategy No. of Respondents Per cent (%)
Schematic 9 18
Competitive 25 50
Penetration 14 28
other 2 4
Total 50 100


It is observed in table that pricing strategy done by different companies that is 28 per cent
company use the penetration pricing strategy, in this they keep less price in starting and after
successful of the product they raise the prices. 50 per cent companies use the competitive price for
selling of their product. They keep the price of product according the market price. About 18 per cent
company use schematic price for selling of their product. In this strategy they keep the price in starting
more and after they decrease.

18
50
28
4
Schematic
Competitive
Penetration
other

26 | P a g e S U M M E R I N T E R N S H I P P R O J E C T

7) Kind of Services Provided by Dealers to Customers.

Kinds of services No. of respondents Per cent (%) Ranks
Information 30 60 I
Credit Facilities 14 28 II
After Sales Services 6 12 III
Total 50 100



It is observed from above Table that dealer provides mainly three types of services to farmers.
About 60 per cent dealers provide information regarding use of fertilizers. 28 per cent dealers provide
credit facilities to farmers and 12 per cent dealers provide after sales services to farmers. Dealers
provide these kinds of services to the farmers to increase sale.

60
28
12
Information
Credit Facilities

27 | P a g e S U M M E R I N T E R N S H I P P R O J E C T

8) Promotional strategy done by company
Kinds of services No. of respondents Per cent (%) Ranks
Media 9 18 2
Personal contact 5 10 5
Posters/banners/wall painting 17 34 1
Information broachers 4 8 6
Demonstration 6 12 4
Free sample 1 2 7
Farmer field visit 8 16 3
Total 50 100



It is observed from above table according to survey report (through personal interview of dealers using
well-structured questionnaires) that promotional strategy done by the companies mainly 34 per cent
posters/banners/wall painting, 18 percent media, 16 per cent farmer field visit, 12 percent
demonstration, 10 per cent personal contact, 8 per cent information broachers and 2 per cent farmer
field visit. According to dealer the company should increase the more visit promotional activities like
posters/wall painting, media and field visits for increasing the sale of fertilizer.

18
10
34
8
12
2
16
Media
Personal contact
Posters/banners/wall
painting
Information broachers
Demonstration

28 | P a g e S U M M E R I N T E R N S H I P P R O J E C T

9) Farmer expectations from company according to dealers.

Dealers expectations No. of Respondents Per cent
(%)
Ranks
Less price 4 8 6
Timely availability 5 10 5
Good packaging 1 2 9
Increase promotional activities 8 16 2
Release new product 2 4 8
Spot demonstration 5 10 5
Company representatives 3 6 7
Farmer meeting 6 12 4
Good quality 9 18 1
Increase margin 7 14 3
Total 50 100


It is observed that above Table Study illustrates that 16 per cent of the dealers expect more
promotional activities. 10 per cent dealers expect timely availability of fertilizers.14 per cent dealers
expect increase margin. About 12 per cent of dealers want from the company timely farmer meeting to
increase the awareness about the product and company. 10 per cent dealer wants spot demonstration in
farmer field for sowing the product result. 6 per cent dealers feel that the company should
communicate with customers regularly in order to increase the market of fertilizer among farmers.
0
10
20
No. of Respondents
Per cent (%)
Ranks

29 | P a g e S U M M E R I N T E R N S H I P P R O J E C T

Dealers expectations from companies.

Dealers expectations from company in improving the market of fertilizer is Study illustrates
that 26 per cent of the dealers expect more promotional activities. 16 per cent dealers expect
timely availability of fertilizers.22 per cent dealers expect improved credit policies. About 32
per cent of dealers want the company to keep limited dealers in order to reduce the unwanted
competition in the market. 4 per cent dealers feel that the company should communicate with
customers regularly in order to increase the market of fertilizer among farmers.
About 26 per cent of the dealers expect more promotional activities. 16 per cent dealers expect
timely availability of fertilizer. 22 per cent dealers require improve credit policies.

About 32 per cent of dealers wants that the company has to keep limited dealers in order to
reduce the unwanted competition in the market. 4 per cent dealers opinion that there should be
regular touch with customers in order to increase the market of fertilizer among farmers.


According to study some of dealers were finding problems in selling the companys products
because company gives the pressure to sell other product and said, you will get urea.when you
will sell SSP and other fertilizers.



30 | P a g e S U M M E R I N T E R N S H I P P R O J E C T

Suggestion

Company has to focus on provide posters/banners/wall painting and advertisement with different
media sources which will provide the information about the product and company to the farmers
and dealers.
Regular field visit is necessary to know about the farmers and dealers problem. Through this
company can know the emerging problem, good opinion, suggestion and expectations from the
farmers and dealers.
The company should increase timely availability of fertilizers, quality, margin, promotional
activity and decrease price of products.
Company should keep the limited dealer/distributer in order to reduce the unwanted competition in
the market.
Company should focus on the pricing policies for adjusting prices of the products to comfort the
dealers/distributers and farmers.
Company should organize seasonally/yearly retailers/dealers/ distributors meet for exchange of
valuable information and to understand situation of market etc.
Company must organize awareness camp in villages and also in agricultural exhibition or fair for
advertisement of products and increase brand awareness among farmers and dealers.






31 | P a g e S U M M E R I N T E R N S H I P P R O J E C T

Limitation of Study


The data collected from the company project report may be risky because it may not be
suitable reliable adequate.

This survey was restricted to Junagadh district.

The sample size for the survey of people is limited to 50 respondents, which might not be
representing the whole district.

The results are totally derived from the respondents answers. There might be a difference
between the actual and projected results.











32 | P a g e S U M M E R I N T E R N S H I P P R O J E C T

Conclusion


Areas of Excellence
The certain areas where they have been consistently performing well. These are essentially the
strengths of the brand, and samruddhi crop science need to capitalize on these strengths to increase
their market share and brand loyalty. The main areas of excellence, based on the Market Survey have
been identified as follows:
1. Strong Brand Image:
samruddhi crop science companies have a strong and clear brand image. Their customers can
easily identify and relate to the brand. This helps increase and maintains brand loyalty.
2. Excellent Human Resource:
According to the survey, samruddhi crop science received an excellent rating for the service
and behavior of their staff. This is a huge advantage, especially in a service organization.
3. Strong base for expansion & growth:
Company have worked hard on their brand image and human resources, and have a strong base
for future expansion and growth- whether nationally or internationally.


33 | P a g e S U M M E R I N T E R N S H I P P R O J E C T