A

PROJECT REPORT
On
IMPLIMENTATION & EVOLUTION OF MARKETING PROGRAM TO
STUDY THE IMPACT OF BRAND AWARENESS OF FASTMIX IN
GURUHARSHAI, HARYANA

Submitted by
ABHISHEK SINGH

Summer internship

PGDM ABPM (BATCH 2016-2018)

Submitted to

SINOCHEM INDIA COMPANY PRIVATE LIMITED

JULY, 2017

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

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 DECLARATION
Date:-

This is to declare that I ABHISHEK SINGH a student of Post Graduate Diploma Programme in
Agri-Business And Plantation Management (2016-2018), IIPM, Bangalore, have given original
data, information and maintained full confidentiality to the best of my knowledge in the project
report titled Implementation & Evolution of marketing program To study the impact of
brand awareness of fastmix in Guruharshai, Haryana and that, no part of this information
has been used for any other assignment but for the partial fulfillment of the requirements towards
the completion of the said project.

ABHISHEK SINGH

PGDM- ABPM: 2016-2018

IIPM, Bangalore

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 CERTIFICATE
Date:

This is to certify that Mr. ABHISHEK SINGH has completed his Summer Internship from 1th
May, 2017 to 1th July, 2017 and prepared a project report titled on Implementation &
Evolution of marketing program To study the impact of brand awareness of fastmix in
Guruharshai, Haryana by the help of primary sources under my supervision and guidance.

MR. CHANDERBHAN

REGIONAL BUSINESS MANAGER

SINOCHEM INDIA COMPANY PRIVATE LIMITED

(Project Guide)

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 CERTIFICATE

Date:

This is to certify that Mr. ABHISHEK SINGH has completed his Summer Internship from 1th
May, 2017 to 1th July, 2017 and prepared a project report titled on Implementation &
Evolution of marketing program To study the impact of brand awareness of fastmix in
Guruharshai , Haryana under my supervision and guidance.

Dr. Sarbani Mukharjee

Faculty guide.

ABHISHEK SINGH Page 4

 ACKNOWLEDGEMENT
This acknowledgement is not merely a catalogue of names but an expression of a deep sense of
gratitude to all those who helped us in this project directly or indirectly.

I would like to extend my thanks to my faculty guide Dr. Sarbani Mukharjee for his guidance,
valuable suggestions and cooperation throughout the project.

I feel immense pleasure in expressing my sincere and profound sense of gratitude to the
Management Team- SINOCHEM INDIA COMPANY PRIVATE LIMITED and project guide
Mr. ChanderBhan (Regional business manager), Mr Vishal Jhinjha (Regional Co-odinator)
Sinochem India company private limited for there inspiring and affectionate guidance, unending
benevolence, and constant encouragement during the course of summer project. This study would
not have achieved the final shape without their support.

I would like to express my earnest gratitude and thanks to Ms. Monica (Brand Executive,
Sinochem India company private limited.) for valuable suggestions and encouragement
throughout the project. Indeed words fail to express my profound sense of gratitude and heartfelt
indebtedness to my beloved parents. I am also thankful to all of them who are directly or
indirectly involved in driving this project to a success.

ABHISHEK SINGH

IIPM, BENGALURU

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 TABLE OF CONTENTS

CHAPTER NO. CHAPTER HEADING PAGE NO.

1. Introduction 12

Company Profile 18
2.

Data Analysis &Interpretation 23

3.

Project Finding 35
4.

Suggestion and Conclusion 37

5.

40
6. Annexure

43
7. Bibliography

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 TABLE

Chapters Content Page No.

Chapter 1 Introduction
Table 1.1 No. of villages covered and No. of farmers 15
interviewed
Table1.2 Area, production & productivity of major crops 17
Table1.3 Ambala territory village covered 17
Chapter2 Company Profile
Table2.1 Products of Sinochem 20
Table2.2 Competitors of Sinochem 22
Chapter3 Analysis and Interpretation
Table3.1 Profile of the farmer 24
Table3.2 Analysis of summer and kharif paddy 26
Table3.3 Percentage of farmers using herbicide 26
Table3.4 Type of herbicide used 27
Table3.5 Percentage of farmer using Fast-mix & its competitors 28
Table3.6 Share of Fastmix in EW Segment 29
Table3.7(a) Awareness level of Fast-max 31
Table3.7(b) Factors behind their awareness though which they 33
came to know about Fast-mix.
Table3.9 Awareness about Sinochem company 34

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 GRAPH

Chapters Content Page No.

Chapter 1 Introduction
Graph 1.1 Losses in production caused by different factor (%) 13
Chapter3 Analysis and Interpretation
Graph3.1 Profile of the farmer 25
Graph3.2 Analysis of summer and kharif paddy 25
Graph3.3 Percentage of farmers using herbicide 27
Graph3.4 Type of herbicide used 28
Graph3.5 Percentage of farmer using Fast-mix & its 29
competitors
Graph3.6 Share of Fastmix in EW Segment 30
Graph3.7(a) Awareness level of Fast-max 31
Graph3.7(b) Factors behind their awareness though which they 33
came to know about Fast-mix.
Graph3.8 Awareness about Sinochem company 34

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 EXECUTIVE SUMMARY

TITLE: EXECUTIVE SUMMARY

TITLE: Implementation & Evolution of marketing program To study the impact of

brand awareness of fastmix in Guruharshai, Haryana
i. ORGANIZATION : Sinochem India Company Private Limited.
ii. REPORTING OFFICER : Mr. ChanderBhan
iii. FACULTY GUIDE : Dr. Sarbani Mukharjee
iv. STUDENT NAME : Abhishek Singh
v. OBJECTIVES:
1. To find out the profile and percentage of the customers with respect to herbicides.
a. Profile of the farmers which comprise land holding capacity.
b. Analysis of summer and kharif paddy.
c. The percentage of farmers using a herbicide in study area.
d. Type of herbicide use
e. Percentage of farmer using Fast mix.
f. Share of FASTMIX in EW segment

2. To learn total market size of EW in given area and evaluate the Market share of Fast Mix
in that segment.
a. The number of farmers who are aware of Fast mix.
b. The factor behind their awareness, through which they came to know the herbicides.
i. The factors behind their awareness through which they came to know of Fast Mix
ii. Awareness level of Sinochem Company.

vi. RESEARCH METHODOLOGY:

Sample size:
Farmers 2323

Distributor/Dealers 1

Retailers 29

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Sampling Technique: Stratified Random Sampling and Convenient Sampling. The stratification
is done on the basis of the land holding pattern in the district.

Type of Research: Descriptive and Exploratory Research

TOOLS OF DATA COLLECTION

Data Source

To fulfill the objectives of the project, we need to generate data by both Primary and secondary
sources.

1) PRIMARY DATA:

o Distributors

o Dealers/ Retailers

o Farmers

o Company personnel

2) SECONDARY DATA:

Department of Agriculture of State Government

Internet-Website of Govt. of India, Ministry of Statistics, Company Websites.

Tools of Analysis:

1. Statistical Package for Social Studies and Microsoft Excel.

Garrett Ranking Technique, Graphs, Pie- Chart, Figures and Industry Analysis

LIMITATIONS OF THE PROJECT:

1. Unawareness about the Fast-mix by the Farmers as effective water-soluble herbicide.

2. Incorrect feedback/inputs from the farmers may harm the project.
3. Collected information from primary source. So, authenticity of the data tends to be with
high accuracy level of the project.

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 4. Farmers response was less adequate due to the early and busy schedule both on the field
and grain mandi.

ACTIVITIES

1. To create awareness of product Fast mix in Guruharshai area under district

Firozpur through farmers meeting, individual contacts.

2. To meet farmers, dealers and distributor to know there preference and give information of
product Fast mix.

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 Chapter 1

INTRODUCTION

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 INTRODUCTION
A. Background study:
Weeds are major obstacle for Agriculture in the world and mainly in countries like India.
Weeds compete with crops for moisture and nutrients and counts for around 33% of all losses in
a crop. Loss of yield due to weed infestation is variable and is more pronounced in crops grown
under rain fed conditions. For this reason, labor demand for weeding operation is high during
early phase of crop cycle and manual weed control over large areas is not feasible from the point
of labor supply and monetary costs. Some weeds that are wild relatives of crop plants are
difficult to distinguish from crop plants at early stages and post challenge for manual weeding.
Under these situations, chemical weed control is relevant for realizing higher productivity and
production. A way of classifying pesticides would be grouping them as insecticides, fungicides
and herbicides. In India, about 6000 tons of herbicides are currently used for weed control,
mainly in irrigated crops (about 70% on wheat and rice) and on plantations. Sinochem India
Company Private Limited is one of the important companies in the agro-chemical Industry. Fast
Mix is a herbicide of Sinochem India Company Private Limited.

Graph 1.1: - Losses in production caused by different factors (%)

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 B. Need of Study:

Butachlor, one of the famous names in the family of herbicides and it is a very familiar
name among the farmers whenever there is infestation of weeds in their paddy field. Butachlor
was firstly brought by Monsanto as a solution for the weeds in paddy fields under the trade name
Fast-Mix. Fast-Mix has become a boom for the paddy growing farmers but in the recent few
years many companies have come up with their products containing Butachlor salt and diluting
the market.
As Sinochem Crop Care (earlier Sinochem India Company Pvt. Ltd.) has taken over
Monsanto company's Butachlor and Alachlor businesses in India, Philippines, Thailand,
Vietnam, Pakistan and Taiwan (China) on March 1, 2008 and up to September 1, Sinochem
India has completely taken over Monsanto's Butachlor and Alachlor businesses in India and
started to try to introducing new types of agricultural chemicals from China to India.
As now Fast-Mix is being marketed by "Sinochem Crop Care" and the company is new
in India so to retain the existing customers of machete, to catch switchers and to increase the
market share, brand promotion is needed. Fast-Mix got its own credibility among farmers and
they are satisfied with this product and its results in their field. But the main problem is that
many progressive farmers know about Fast-Mix but they can't identify it and they get cheated by
the dealers and the distributors and they give them some spurious brand on which they are
getting good margins. These low quality products do not give desired results in the field and
farmers have to face great degree of loss due to weeds. So its very important to introduce new
promotional tools for increasing brand awareness and for brand building. Along with this by
introducing all new tools, we can educate farmers about the product, its identification and
quality.

C. Scope of study:

The research on Learning about the total Market Size of EW and Evaluating the Fastmix share in that
EW segment will assist the company to come up with the new strategy to expansion there business and
to meet the upcoming demand for Fast Mix. As the company believes in Creating Value and Pursuing
Excellence, the research would provide a way to further enhance its value (brand) in the market. The
study would let the company know the customer perception and the ways to improve the customer
Perception. The study would further help the company to come up with the right plans and strategies.

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D. Objectives:
1. To find out the profile and percentage of the customers with respect to herbicides.
a) Profile of the farmers which comprise land holding capacity.
b) Analysis of summer and kharif paddy.
c) The percentage of farmers using herbicide in study area.
d) Type of herbicide use
e) Percentage of Farmer using Fast -Mix& its competitors
f) Percentage of farmers using EW herbicides and share of FASTMIX in that EW
segment.

2. To evaluate the brand awareness of Fastmix and other products of Sinochem among the
Customers.
a. The total number of farmers who are brand aware of the herbicide.
b. The number of farmers who are aware of Fast mix.
c. The factor behind their awareness, through which they came to know the herbicides.
iii. The Factors behind their awareness through which they came to know of Fastmix.
iv. Awareness level of Sinochem Company.
Location of research: -Dist: - Firozpur, State:-Punjab

Period of study: - 1 May 1 July (2017)

Sample units: -

Farmers of different villages near by Dana Mandi of Haryana territory.

Sample size: - 2323

District No. of Villages No. of Farmers

Covered
Firozpur 53 2323

Table 1.1- No. of villages covered and No. of farmers interviewed.

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 E. Introduction of Area Study

Background study of Guruharshai,Punjab.

Guru Har Sahai is one of the tehsils in Firozpur district of Punjab. Guruhar Sahai is a Town in
Guru Har Sahai Tehsil in Firozepur District of Punjab State, India. It is located 40 KM towards
South from District head quarters Firozpur. It is a Tehsil head quarter.
Guruhar Sahai Pin code is 152022 and postal head office is Guruharsahai .
Mare Khurd ( 3 KM ) , Mandiwal ( 4 KM ) , Mothan Wala ( 5 KM ) , Pindi ( 5 KM ) , Nidhana (
5 KM ) are the nearby Villages to Guruhar Sahai. Guruhar Sahai is surrounded by Mamdot
Tehsil towards North , Jalalabad Tehsil towards South , Muktsar Tehsil towards South , Faridkot
Tehsil towards East . Jalalabad , Muktsar , Firozpur , Firozpur Cantt. are the nearby Cities to
Guruhar Sahai.

Guru Har Sahai (M Cl) Municipal Council, with population of about 17 thousand is Jalalabad
sub district's the least populous municipal council located in Jalalabad sub district
of Firozpur district in the state Punjab in India. Total geographical area of Guru Har Sahai (M
Cl) municipal council is 2 km2 and it is the smallest city by area in the sub district. Population
density of the city is 7017 persons per km2. There are 13 wards in the city, among them Guru
Har Sahai Ward No 04 is the most populous ward with population of 2207 and Guru Har Sahai
Ward No 13 is the least populous ward with population of 690.

Nearest railway station is Guru Harsahai which is within the city. Jalalabad is the sub district
head quarter and the distance from the city is 23 km. District head quarter of the city is
Ferozepur which is 40 km away. Chandigarh is the state head quarter of the city and is 250 km
far from here. Yearly average rainfall of the city is 640 mm. Maximum temperature here reaches
up to 42C and minimum temperature goes down to 6C

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 Soil type
Loam, sandy loam and clay loam are mostly observed in Guruharshai.
Area, Production and Productivity of major crops cultivated in the
district
Sr. No. Crop Area (ha) Production(Tonnes) Productivity
(QT/Ha)
1 Paddy 81000 3260000 38.84
2 Wheat 87000 3181470 36.08
3 Sugarcane 11000 6720000 672.00

Table 1.2: -Area, production and productivity of major crops

(Source: -Krishi Vighyan Kendra, Firozpur District)

Firozpur Territory Villages

1. Bagu Wala 28. Mirza Lakho Ke

2. Bahadurke 29. Mohan Ke Hithar
3. Bajeke 30. Mohan Ke Uttar
4. Buttar 31. Mohre
5. Chak Mahantan Wala 32. Mothan Wala
6. Chak Megha Mahant Rai 33. Nidhana
7. Chak Megha Viran 34. Panje Ke Hithar
8. Chak Nidhana 35. Panje Ke Uttar
9. Chak Panje Ke 36. Pharuwala
10. Chak Rao Ke Hithar 37. Pindi
11. Chugha 38. Rattewala Urf Sohangarh
12. Gudar Panj Grain 39. Rukna Bodla
13. Guddar Dhandi 40. Said Ke Mohan
14. Guru Har Sahai Rural 41. Saideke Naul
15. Haddiwala 42. Sarin Wala
16. Haji Betu 43. Sawai Bhokhri
17. Hamad 44. Sawaya Rai Hithar
18. Jandwala 45. Sawaya Rai Uttar
19. Jhariwala 46. Sharin Wala
20. Jiwa Arain 47. Sher Singh Wala
21. Kahan Singh Wala 48. Sodhiwala
22. Koer Singh Wala 49. Sulha
23. Kutti 50. Talewali
24. Lakhoke Behram 51. Tara Singh Wala
25. Lopon 52. Tillu Arain
26. Madi Ke 53. Toor
27. Mahantan Wala

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 Chapter2

Company profile

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The Introduction to the Company Sinochem India Company Private Limited is given under the
following heads:

1. Company Profile.
2. Products of the Company.
3. Marketing Channel of the Company.

1. COMPANY PROFILE:

Sinochem India Company Private Limited is the subsidiary of Sinochem Group. Sinochem
Group has more than 200 Companies with operations in more than Seven Countries. Sinochem
Group was founded in 1950. Its predecessor was China National Chemicals Import and Export
Corporation, which was Chinas largest trading firm. Sinochem Group is the key state-owned
enterprise under the supervision of State Owned Assets Supervision and Administration
Commission of the State Council (SASAC). Sinochems headquarter is located in Beijing.
Sinochem Group is Chinas earliest entrant in Fortune Global 500 and has entered the list for 21
times, ranking 168th in 2011. Sinochem has been rated by SASAC as top A corporate
performance for 7 years in a row. Sinchems vision is to become a respectable company with
global influence, making fortune to all the stake holders and the society. Sinochems core
businesses include Energy, Chemicals Agriculture, Real Estate and Financial Services. The
Agriculture Business includes Fertilizer, Pesticides and Seeds businesses.

Sinochem India Company Private Limited is one of the Agricultural Chemical Business
Companies of Sinochem Group. On Sep 3, Sinochem India Co. was established in New Delhi,
marking a huge step forward achieved by Sinochem's overseas agricultural chemical project and
laying a sound basis for the company to fully carry out its agricultural chemical strategy outside
China. After taking over Monsanto Company's Butachlor and Alachlor businesses in India,
Philippines, Thailand, Vietnam, Pakistan and Taiwan (China) on March 1, 2008, the preparation
for the construction of Sinochem India Company Private Limited was officially initiated. Up to
September 1, Sinochem India has completely taken over Monsantos Butachlor and Alachlor
businesses in India and started to try to introducing new types of agricultural chemicals from
China to India. Sinochem believes in Creating Value and Pursuing Excellence in every
business that the company operates. Sinochem India Company Private Limited has been
expanding over the years giving a stiff competition to the other companies in the category of
Herbicides Business of the Agricultural Chemical Business. The Company is currently one
among the leading Herbicide Companies in India, with its best products in the World. The
further Description of the Companys Products is given in the next Topic.

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2. PRODUCTS OF THE COMPANY:

The major products of the Sinochem India Company Private Limited are the following:

TRADE NAME TECHNICAL NAME PACK SIZE NATURE

Lasso Alachlor-50% EC 1lit.,500ml Systemic herbicide
Machete Butachlor-50%EC 1lit,5lit Selective herbicide
Fast mix Butachlor-50% EW 1lit,5lit Selective herbicide
Popular Glyphosate-41% SL 1lit,500ml Non Selective
herbicide
Reload Sulphur-80% WDG 1kg Acaricide
Swift Cartap hydrochloride 5kg Insecticide
Janitor Chloropyryphos & 1lit,5lit Insecticide
Cypermethrin
Choice Imidachloprid-17.8% 1kg Insecticide
SL

Table 2.1:- Products of Sinochem.

Product introduction:
Fast mix is the second most famous product of Sinochem India company private Limited. The
herbicide for rice fields is in great demand given the drought-like situation in large parts of
North India. This is an example of knowledge-based, innovative marketing. This brand is a new
improved formulation of Butachlor (Machete), widely used in the rice fields of Gujarat, Punjab,
Uttarakhand and Haryana, where a shortage of water and electricity indicated need for a
herbicide that could do with less water. It is made up for those soils where water does not stand
for more than12 to 15 hours. Fast Mix spreads better in low water collection and reaches faster
into the soil to right where the weeds are. It is completely white in color and mix in water
within 5 seconds. It makes the layer on the surface of soil very fast. So farmer does not have
any need to stand water for long time in his field. In result expenditure of irrigation also
reduces and this the double benefit of this product. Fast mix is the product which is used in rice
to check the germination of weed. Fast mix controls Annual grasses, some broad leaved weeds.
Trade name- Fast mix
Technical Name- Butachlor 50%
EW Mode of Action- Pre-
emergence Dose- 1 lit per acre

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For any company the Marketing Channel/ Supply Chain is important for the following major
reasons:

3.1.Cost reduction :
With the World of Business becoming more and more Competitive, the Cost Reduction is one
of the important step or measure towards the Competitive Advantage. Cost Reduction through
an effective and efficient Marketing Channel/Supply Chain could be a Competitive

Advantage for any Company Sinochem India Company Private Limited believes in cost
reduction through an effective and efficient Marketing Channel/Supply Chain and hence the
company has only one carry and forward Centre for the whole country from where the stock is
dispatched to the locations as per the requirement (Inventory Management), less number of
Distributors is appointed. This cost reduction further makes the product available at lower price
compared to that of the competitors.

3.2.Better availability :
A Product, however good at performance, is not preferred/used by the Customer unless it is
made available to the Customer. Better the Availability better will be Sales. The Marketing
Channel of the Sinochem India Company Private Limited is Ubiquitous making the Product
Omni present.

The marketing channel followed by Sinochem India Company Private Limited is as follows: All
the raw material (Alachlor50%EC) required for the herbicide preparation is imported from
United States of America through cargos to Gujarat, India and the final products is manufactured
there. Finished products are sent to the Regional Head Quarters by means of roadways. Finished
products are delivered to the distributers as per their demand who sells the product either to the
Dealer or Retailer or to the Farmers directly.

By using this marketing channel the company makes the product easily available to their
consumer and also eliminates the middlemen which helps the company to keep the prices low of
their products. Beside this to avoid the piracy and black marketing of the product company also
believes in having few distributors.

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 Marketing Channel Followed By Sinochem India Company Private Limited.

4. VISION AND MISSION OF THE COMPANY :

Companys mission is to provide quality of chemical material suitable for the

Indian subcontinent, to boast the green revolution to other parts of India. Sinochem
Company aimed at providing high quality herbicides to the farmer community at
reasonable prices. Sinochem company aim has also been to convince the farmers
about the beneficial use of good quality herbicide to local brands and thus enhance
Production Company with global influence.

5. COMPETITORS

Sinochem India Company has both national & multinational competitors like
Syngenta, Bayer, Nagarjuna, Tata Rallis and Pesticides India. These all
companies are the major competitors for the company. These companies have
large customer base because they entered in the market very early, and they
have a good market share. The major companies whose herbicides are
available in the market and which are having close competition with Fast-
Mix are as follows:

BRAND TECHNICAL NAME PRODUCT NAME

Syngenta Pretilachlor 50% EC Rifit
Bayer Oxadiargyl 80% WP Top Star
Sinochem India Butachlor 50% EW Fast Mix,Machete
PI Bisyribac Sodium 10% SC Nominee Gold
Nagarjuna Pretilachlor 50% EC Eraze
Rallis India Bisyribac Sodium 10% SC Taarak
Table 2.2: - Competitors of Sinochem

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 Chapter 3

Analysis and
Interpretation

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 ANALYSIS AND INTERPRETATION
As per the market survey of Guruharshai region and data collected from primary and secondary
sources (farmers) by personal interview the following interpretation emerged.

Objectives:
1. To find out the profile and percentage of the customers with respect to herbicides.
a. Profile of the farmers which comprise land holding capacity.
b. Analysis of summer and kharif
c. The percentage of farmers using herbicide in study area.
d. Type of herbicide use
e. Percentage of farmer using Fast Mix

3.1Profile of the farmer

Total Acre No. of farmers

1-10 650
10-20 976
20-30 302
30-40 116
40-50 70
>50 209
Total= 2323

Table3.1- Profile of the farmers which comprise land holding capacity

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 Profile of Farmers

3%
9%
5%
1 to 10
28%
10 to 20

13% 20 to 30
30 to 40
40 to 50
> 50
42%

Graph3.1- Profile of the farmers which comprise land holding capacity

Interpretation: As per the market survey of Guruharshai Territory, the farmers are cultivating
paddy with a land holding size of 1to 10, 11to20, 21to30, 31to40, 41to50 and greater than 50
Acres were 28, 42,13, 5, 3 and 9 percentage farmers respectively.

Perticulars Total Acres

Summer paddy 5165

Kharif paddy 25219

Total 30384

Table: 3.2 - Analysis of summer and kharif paddy

Interpretation: As per the market survey of Fazilka territory, the farmers are cultivating paddy
in summer and kharif season percentage that is 17 percent followed by 83 percent.

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3.3 Percentage of farmers using herbicides:

Particulars No. of Farmer

Yes 2311

No 12

Table: 3.3 Percentage of farmers using herbicide.

% of farmers using Herbicides

1%

Yes
No

99%

Graph3.3: Percentage of farmer using herbicide.

Interpretation

As all farmers are aware about loss caused by weeds, over where minimum majority of
farmers i.e 99% farmers use herbicide and very less i.e 1% farmers not use herbicide.

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 3.4 Types of herbicide uses
Type Of Herbicide No. Of Farmer
Pre-Emergence 2289
Post-Emergence 34

Table no 3.4: - Type of herbicide used

Types of Herbicide Used

1%

Pre-emergence
Post-emergence

99%

Graph3.4-Type of herbicide used

Interpretation: As all farmers are aware about loss caused by weeds, over where minimum
majority of farmers i.e 99% farmers use pre-emergence herbicide and very less i.e 1% farmers
use post emergence herbicide due to low land holding.

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3.5 Percentage of Farmer using Fast -Mix& its competitors
Products No. of Users

Fast-Mix 267
Machete 139
Other Butachlor (EW) 209
Other Butachlor (EC) 186
Pretilachlor (EC) 1393
Topstar (WP) 117
Total 2311

Table 3.5-Percentage of Farmer using Fast -Mix& its competitor

Percentage of Farmers using Fastmix & it's

Competitors

5 12
6
Fast mix
9
Machete

8 Other Butachlor(EW)

60 Other Butachlor(EC)
Pretilachlor(EC)
Top Star (WP)

Graph3.5: Percentage of Farmer using Fast- Mix& its competitors

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Interpretation: Farmers are using different brands of herbicide to kill or to have a control on
weed in their field. As per the uses it is shown that the major market share of herbicide is pretila
which is 60 percent followed by fast-mix, other butachlor(EC), other butachlor(EW) which is 12
percent, 8 percent, 9 percent, topstar, and Machete which is 5percent and 6percent respectively;
besides some percentage of Rifit and other herbicide used by the farmers.

3.6 Share of FASTMIX in EW segment

Products No. of
Users
Fast-Mix
267
Other Butachlor (EW)
209
Total
476

Shares of FASTMIX in EW

44%

56% Fast Mix

Other Butachlor

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Interpretation : Total Market size of EW Herbicide is 21 % among the sample taken
and in that EW shares Fast mix holds 44percents of share where other butachlor having
56 percent.

Objective: -
2. To evaluate the brand awareness of Fast Mix and other products of Sinochem
among the Customers.

a. The number of farmers who are aware of Fast mix.

b. The factor behind their awareness, through which they came to know the
herbicides.
i. The factors behind their awareness through which they came to
know of Fast Mix
ii. Awareness level of Sinochem Company.

ABHISHEK SINGH Page 30

 3.7(a) Awareness level of Fast-Mix

Awareness level of Fast -Mix

33%
Aware
Unaware
67%

Graph3.7 (a) Awareness level of Fast mix

Sr. No. Fast Mix awareness level No. of respondents in percent

1 Awareness 33%
2 Unaware 67%

Table 3.7(a): Awareness level of Fast mix

Interpretation: It is observed from the above table very less percentage of farmers (33%) are
aware of the fast-mix product. while the majority of the farmers (67%) are unaware about the
product.

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 3.7(b) Activities leading to awareness about fast mix in farmers.

For evaluating various methods of creating awareness, the farmers responded to the methods of
creating awareness (promotional activities).

The activities included:

1. Door -to- Door Campaign: The Door -to- Door Campaign includes the activity of visiting the
farmers houses and contacting the farmers individually and demonstrating them about the
product with the help of the Pamphlets.

2. Farmer Meetings and Group Discussion: Farmer Meetings and Group Discussions are
conducted by the company by communicating with the farmers prior to conducting the Farmer
meeting and Group Discussion.
3. Field Demonstration: Field Demonstration includes the activity of demonstrating the farmer
about the product in the field by explaining about the product, method of application by giving
the Demonstration Sample for a piece of land.
4. Hoardings: The Posters and Banners are one of the important activities of a Promotional
Campaign.
5 Advertisement in Media: Advertisement in Media includes the activity of Advertising in the
Print Media, Television, Radio and other
6. Van Campaign: Van Campaigning includes visiting the villages and meeting the farmers in
groups and demonstrating them about the product.

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 The factors leading to awareness about
fastmix in farmers
60%
60%
50%
40%
30%
20% 10% 10% 10%
5% 5% The factors leading to
10% awareness about fastmix in
0% farmers

Graph3.7 (b):- Factors leading to awareness about fast mix in farmers.

Sr. No. Promotional Activities Percentage

1 Door to door Campaign 60
2 Farmer Meetings &Group 10
Discussion
3 Field demo 5
4 Hoardings 10
5 Media 5
6 Van Campaign 10
Table3.7: Factors behind their awareness through which they came to know about Fast Mix

Interpretation: The data in the above table clearly shows that the farmers are aware
about the fast mix with different promotional activities and most strong channel in promotional
activities is Door to Door campaign 60% followed by Farmers meetings & group discussion
10%, Field demo 5% , Hoardings10%, Media5% and Van campaign10% appeared to be the
powerful tools for promotion.

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 3.8 Awareness about Sinochem Company :

Particular No. of farmers

Yes 205
No 646
Table4.8(c)-Awareness about Sinochem Company

Awareness about Sinochem

24%

Yes
No
76%

Graph3.8(c) Awareness about Sinochem

Interpretation: The farmers who were aware about Sinochem India Pvt. Ltd accounted for 24
percent while the rest 76 percent farmers are not aware about the company.

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 Chapter no 4
Project Findings

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 PROJECT FINDINGS

After analyzing all the primary data collected during the research and also based on
the observation made while contacting the farmers, distributors and dealers following
the are findings.
In study area paddy is major crop i.e 71% cultivation so market potential of

Fast Mix is high.

98% farmers are using herbicide.

Maximum number of farmers wanted method and result demonstration as they

havent used Fast mix.

Low awareness level within farmers and Retailers about Fast-Mix.

Personal meeting with farmers and individual contact influenced most of the

farmers.

Majority of the farming community relies on dealers/retailer for the

recommendation of right herbicide.

Promotional activities with different mode were major source for awareness.

Majorly farmers of Guruharshai preferred Pretilachlor as a premium

herbicide.

At some places Fast-mix was not available and hence other products are

having an edge over Fast-mix.

Farmers need the herbicide for nursery bed of paddy.

Farmers are unhappy with the selling strategy of dealers as they complain that

dealers sell only those herbicides in which they will earn more margins.

About company awareness, only 24% of the surveyed farmers were aware

about Sinochem Company.

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 Chapter no.5
Suggestion &
Conclusions

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SUGGESTIONS

1. Sinochem is having high potential for fast mix sale in Guruharshai owing to huge demand of
herbicide for paddy in the area
2. The company should go for more point-of-purchase (POP) displays at retail stores, with
Banners, posters showing the company products and company logo.
3. Company should make sure that dealers/distributors are having enough stock of fast mix before
and during commencement of season.
4. To increase awareness, company should concentrate on field work at ground level i.e they
should organize demonstrations, campaign and provide free sample of products to farmers on
trials basis.
5. Company should take measures for timely delivery of its products and should work on
improving the distribution index.
6. There should be more offers and schemes for dealers to entice them and win confidence of
dealers.
7. Company can also avail the schemes of loyalty cards for farmer for promotion and will also
help to increase sales of company.

8. In addition to field demo, van campaign and individual visit, Sinochem should even focus and
organize farmers meeting and video shows frequently with the help of dealers and field
assistants and even advertisement in local newspaper and TV to grab the attention of farmers
on a large scale.

9. Sinochem should give emphasis on promoting its name in order to make farmers well aware of
the company so that other products of the company gets easily recognize by the farmers.

10. Samples should be provided in 100ml or 200ml packaging for the use of Nursery.

11. Field days should be recognized by inviting some agriculture scientist of the area as to give
more impact and to let have an information and doubt clearing session also.

12. Dealers are the link between farmers and company, thus the more good relation we have with
our dealers, and the more we can penetrate into the market.

13. Dealers have given preference to product portfolio and quality when it comes to dealing with a
new organization.

14. Schemes and discounts should be given to the dealers on purchase of products in bulk
quantity. This quantity can be kept low at initial stages to attract dealers

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 15. Before beginning of season there should be a meeting for particular region to forecast demand,
sales and to clear all grievances of last season.

16. Literature should carry a clear message with sinochems branding about product and potential
benefits in paddy farm.

17. As Fast mix is a pre-emergence herbicide and has to be applied with in the 3 days of
transplanting, the company should communicate the benefits of pre-emergence over the post-
emergence herbicide as most farmers have got habituated to use the post-emergence herbicides.

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 CONCLUSIONS

1. Pre- emergence herbicides are very popular in study area.

2. Easy application method attracts farmers more.

3. Study area was dominated by marginal farmers so, farmers meet & van campaign
would be highly receptive with better sales generation opportunity being created in
process.

4. Future market growth of Butachlor Emulsifying Water (EW) formulation is

favorable.

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Chapter 6
Annexure

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 QUESTIONNAIRE

Questionnaire for farmers:

1. Name of the village:

2. Name of the farmer: Contact No:

3. Acreage of land owned (hold): Date:

4. Do you take paddy crop in which season?

Kharif Season Summer Season

5. Do you know Sinochem Company?

1. Yes 2. No

6. Do you use Fast Mix? (If reply is yes write 1, if no then ask the farmer other herbicide name)

Yes Other herbicides

7. Do you know Fast Mix? (If reply is yes write 1, if no then ask the farmer herbicide name)

Yes Which herbicide you know

8. How frequently do you interact with the representatives of the company?

1)Daily 2)Weekly

3)Monthly 4)Hardly any representative comes to us

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9. Your opinion about possible ways to increase brand awareness of SINOCHEM amongst
farmers

Field demo Hoardings Media Van campaign Door to door Campaign

10. What is your source of purchase for herbicides?

Distributor Dealers Co-operative societies

11. Fast Mix brand awareness media?

Field demo Hoardings News Paper Van campaign Radio

12. How to used herbicide application in paddy Crop?

Bottle Sand Fertilizers Spray

13. How many dose used in paddy crop for1 acreage?

One liter Dose Half liter Dose

14. What is major problem observed in your paddy field?

Yellowing of Leaves Stunted Growth Decreases Fertility Level of Soil

15. How was the result you got by the use of Fast Mix? (Only for users)

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 Chapter no. 7
Bibliography

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 REFERENCES

1. Pesticide Industry Profile:

Reference:
http://wcropchemicals.com/pesticide_regulatory_profile
2. Company Profile:
Reference: https://www.zauba.com/company/Sinochem-India-
Company-Private-Limited
3. Maps:
Reference: WWW.Maps of India.com
4. Pesticide consumption: Reference:
www.agriharyana.nic.in
5. Location Information:
Reference: Agriculture Dept. of Haryan

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