PROJECT REPORTONBRAND

AWARENESS OF NAGARJUNA
AGRICHEMLIMITED IN JUNNAR AND
KHED TAHSIL OFPUNE DISTRICT
AT

NAGARJUNA AGRICHEM LIMITEDAT

FURSUNGI, PUNE
By
Mr. BABASAHEB BHAURAO
THATAWALE(Regn. No. 10/370)
Submitted toMAHATMA PHULE KRISHI
VIDYAPEETH, RAHURI,DISTRICT-
AHMEDNAGAR (MS)
In partial fulfilment of the requirements for
the degree of
MASTER OF BUSINESS ADMINISTRATION
(AGRICULTURE)
COLLEGE OF AGRICULTURE, PUNE-
411 005(2011)
BRAND AWARENESS OF NAGARJUNA
AGRICHEMLIMITED IN JUNNAR AND KHED
TAHSIL OFPUNE DISTRICT
A Project Report submitted to the
MAHATMA PHULE KRISHI VIDYAPEETH,
RAHURI,DISTRICT

AHMEDNAGAR, (MAHARASHTRA)
In partial fulfilment of the requirements for the degree
of
MASTER OF
BUSINESS ADMINISTRATION(AGRICULTURE)
By
Mr. BABASAHEB BHURAO THATAWALE
(Regn. No. 10/370)Approved by Advisory Committee
Dr. M.N.Waghmare
Project GuideAsstt. Professor of Agril.
Economics,College of Agriculture, Pune.
Dr. R. K. Rahane Prof. P.N. Shendage
Professor of MBA (Agri) Associate Professor of Agril. E
conomicsCollege of Agriculture, Pune. College of Agricul
ture Pune.
Master of Business Administration (Agri.),COLLEGE
OF AGRICULTURE, PUNE- 411
005(Maharashtra)(2011)
CERTIFICATE OF ORIGINALITY
This is to certify that the project entitled

Brand Awareness of NagarjunaAgrichem Limited In

Junnar and Khed Tahsils of Pune District

is an original work of the

student and is being submitted in partial fulfilment for the

award of degree in
Masterof Business Administration (Agri.)
of Mahatma Phule Krishi

Vidyapeeth Rahuri- 413722, District- Ahmednagar.

This report has not been submitted earlier either to this

University or any otherUniversity/ Institution for the
fulfilment of the requirement of a course of study.
Mr. Thatawale B.B. Dr. M. N. Waghmare
(10/370)
Project Guide, and
Student
Asstt. Professor Agril EconomicsCollege of Agriculture,
Pune-5
Place: PuneDate: / /2011
Dr. M. N. Waghmare
Project Guide,

Asstt. Professor of Agril EconomicsCollege of Agriculture, Pune-5

CERTIFICATE
This is to certify that the Project entitled

Brand Awareness of NagarjunaAgrichem Limited In Junnar and

Khed Tahsils of Pune District

submitted to theMahatma

Phule Krishi Vidyapeeth, Rahuri, DistrictAhmednagar

(Maharashtra), in

partialfulfilment of the requirements for the degree of

MASTER OF BUSINESSADMINISTRATION (AGRICULTURE)
embodies the results of a

piece of bonafidework carried out by

Mr. Thatawale Babasaheb Bhaurao
(Reg.No.10/370)under myguidance and that no part of the project work

has been submitted for any other degree ordiploma.

The assistance and the help rendered during the training period have

been dulyacknowledged. The suggestions made by the Evaluation

Committee

are incorporated in thisproject draft.

Place: Pune. (M. N. Waghmare)Date: / / 2011
Dr. B.R. Ulmek
Associate Dean,

College of Agriculture, Pune-5 CERTIFICATE

This is to certify that the Project entitled

BRAND AWARENESS OF NAGARJUNA
AGRICHEM LIMITED IN JUNNAR AND KHED
TAHSIL OF

PUNE DISTRICT

submitted to the Mahatma Phule Krishi

Vidyapeeth, Rahuri,Dist.-Ahmednagar (Maharashtra) for
award of the degree of
MASTER OFBUSINESS ADMINISTRATION
(AGRICULTURE)
embodies the resultsof a piece of bonafide Project carried
out by
Mr. BabasahebBhaurao Thatawale (Regn. No. 10/370)
under the guidance of
Dr.M.N.Waghmare
Assistant. Professor of Agricultural Economics Collegeof
Agriculture, Pune and that no part of the Project has been
submitted for anyother degree or diploma.
Place: Pune. (B.R. Ulmek)
Date: / /2011
ACKNOWLEDGEMENT With immense pleasure, I would like to present
this project report for Nagarjuna Agrichem Limited. It has been an
enriching experience for me to undergo my summer training at Nagarjuna
Agrichem Limited. Which would have not been possible without
the goodwill and support of the people around and for this, I would like
to express my sincerethanks to all those who helped me during this
project I take this opportunity to thank, Dr. M.N. Waghmare, Project
Guide and Assistant Professor of Agricultural Economics college of
Agriculture Pune who was always there tohelp and guide me as and when
needed. His perceptive criticism kept me working to makethis project
more full proof. I would like to express my profound gratitude and thanks
to my AdvisoryCommittee Members Dr. R. K. Rahane Professor of MBA
(Agri) College of Agriculture Pune and Prof. P. N. Shendage, Associate
Professor of Agricultural Economics, College of Agriculture, Pune I
would like to thank Dr. B. N. Pawar, Course Coordinator and Asstt.
Professor of MBA (Agri.) for their valuable guidance and suggestions
during the project. I express my gratitude towards Mr.Vijay Bode, Senior
Area Manager of Nagarjuna Agrichem. Limited who permitted me to get
training at Nagarjuna Agrichem. Limited I would like to thank Mr satish
altekar development Manager and Mr.Vikas Neharkar area sales
representive of Nagarjuna Agrichem limited, for their encouraging and
valuable support, and all the staff members of marketing department for
their constant guidance and assistance throughout the project. I am
greatly indebted to Dr. B.R. Ulmek, Associate Dean, College
of Agriculture, Pune, without whose help and guidance this project would
not have beencompleted.Words are insufficient to express my gratitude
towards my sample respondentswho spared their precious time and
sincere thanks to my parents, my brothers ,my sistersmy uncle, my friends
and God for their support and motivation throughout the project.
Place: PuneDate: / /2011 (Thatawale Babasaheb Bhaurao)

ABLE OF CONTENTS
Chapter No. Title Page
Certificate of Advisory
CommitteeICertificate of Originality IICertificate of Industry IIICertificate of Proj
ect Guide IVCertificate of Associate Dean VAcknowledgement VI
EXECUTIVE SUMMARY
VII-XI
1INTRODUCTION
1-121.1

Concepts and meaning of agrochemicals11.2

History 11.3

Type of Pesticide 11.4

Importance of Agrochemicals 31.5

Broad Categories of Pesticides 31.6

Technical Classification 41.7

Global Scenario 51.8

Indian Scenario 71.9

Importance of Study 101.10

Objectives of Study 111.11

Scope of Study 111.12

Agrochemical Business Advantages 111.13

Limitation of Study 12
2RESEARCH METHODOLOGY
13-
142.1 Selection of sample respondents132.2 Data collection 132.3 Sources of data
142.4 Analytical Tools Used 14
3RESULTS AND DISCUSSION
15-393.1 Profile of Nagarjuna Agrichem.
Limited.153.2 Profile of sample farmers 223.3 Awar
eness of NACL amongst the farmers 263.4 Product p
romotional strategies of NACL 293.5 Awareness of
competitors 323.6 Profile of Dealer 323.7 Study Comp
etitor and there marketing strategies. 343.8 Market S
hare of Nagarjuna In study Area 373.9 SWOT analy
sis of Nagarjuna Agrichem Limited 373.10 Findings
383.11 Conclusions 393.12 Suggestions 39
REFERENCES
i
APPENDIX- I to III
ii to ix
VITA
x
LIST OF TABLES
Sr.No.TableNo.Title of the table Page1
1.1 Type of pesticides 2
1
1.2 Category of Pesticides its product and purpose 3
2
1.3 Pesticide Consumption Pattern 3
3
1.4 Classification of Pesticides usage to Chemical Structure 4
4
1.5Classification of Pesticides usage to Chemical StructureIn
value terms in World and India4
5
1.6 Global Agrochemical Sales by category in 2010 5
6
1.7 Worlds top 10 pesticide firms 7
7
1.8 Indias top 10 Agrochemical companies 8
8
1.9 Indian Pesticide Market: 2009 8
9
3.1 Technical Grade Pesticides manufactured by NACL 18
10
3.2 List of Formulated Products. 19
11
3.3 Cropping Pattern of Sample Farmers 25
12
3.4 Product wise awareness of Nagarjuna Agrichem ltd 27
13
3.8Marketing Strategies of competitor Companies36
IST OF CHART
Sr.No. Chart no. Title of the chart Page1
1.1 Global agrochemical sale 2010 by Region 5
2
1.2 Indian agrochemical market 2009 9
3
1.3 Worlds Pesticide consumption (kg/ ha) 9
4
1.4 Consumption pattern of pesticides in India 10
5
3.1 Age group of respondents 23
6
3.2 Education status of sample farmers 23
7
3.3 Land holding pattern of sample farmers 24
8
3.4 Type of farming 24
9
3.5 Awareness of NACL 26
10
3.6 Users of NACL 27
11
3.7 Awareness of NACL among the sample farmers 28
12
3.8 Satisfaction level of farmers while using NACL 28
13
3.9 Promotional activities of NACL 29
14
3.10 Recommendations for purchase Nacls product 30
15
3.11 Advertising media 30
16
3.12 Factors considered while purchase the product 31
17
3.13 Major competitor of NACL 32
18
3.14 Dealers Experience 32
19
3.15 Awareness of NACL 33
20
3.16 Product promotional activities of NACL 33
21
3.17 Famous Agrochemical companies. 34
22
3.18 Marketing activities of Agrochemical companies 35
23
3.19 Market Share of NACL 37
EXECUTIVESUMMARY

BRAND AWARENESS OF NAGARJUNA AGRICHEM.LIMITED IN

JUNNAR ANDKHED TAHSIL OF PUNE DISTRICT

BYMR. BABASAHEB BHAURAO THATAWALE

(Regn. No. 10/370)A candidate for the degreeOf
MASTER OF BUSINESS ADMINISTRATION (AGRICULTURE)COLLEGE OF
AGRICULTURE, PUNE-
52011 _________________________________________________________________________
__PROJECT GUIDE:

Dr. M.N. WAGHMARE.

Asstt. Professor of Agril. Economics
DEPARTMENT:
Agricultural Economics

College of Agriculture,
Pune._________________________________________________________________________
__
Importance of study
Agriculture occupies a dominant position in Indias economic structure. Thesuccess of the
Green Revolution enabled the country to achieve selfsufficiency in foodgrains production. Over
the last five decades the industry has expanded with more than 500players, making India the
second largest manufacturer of basic crop protection chemicals inAsia in volume terms. In terms
of turnover the industry is worth of $1.7 bn and given thelow rate of consumption there is huge
potential for growth waiting to be tapped. Thedemand for food grains vegetables and fruits is
expected to increase significantly in future.Record production of food grains has been possible
primarily on account of various inputsused in agriculture namely seeds, fertilizers and
pesticides.Agrochemicals form the largest and the most diverse group of chemicalcompounds.
Popularly referred to as pesticides they are mainly used for plant protectionand improving crop
yields. Every year nearly 30
per cent
of the potential of foodproduction valued Rs 150bn are lost due to insects, pests, plant pathogens,
weeds, rodents,and birds and in storage. Hence the use of pesticides has become extremely
necessary.Besides given the large growing population and scarcity of land available for
cultivation,pesticides industry has a vital role to play in the agricultural sector
India is the most leading country in terms of agricultural production. In order
toencourage farmers to take an integrated approach to crop and pest
management,incorporating our range of products with good practice to increase
yields and promotesustainable agriculture to Nagarjuna Agrichem Ltd. offers
customized products andservices to help farmers meet these requirements and
produce the quality crop thatconsumers and the food industry demand, This
involves training farmers to use ourproducts safely and effectively, and
encouraging them to use sustainable agriculturetechniques as part of integrated
approach to crop management.Finally this study highlighted Awareness of
Nagarjuna Agrichem Limited Productsamongst the farmers it helps to know the
impact of promotional strategies of Nagarjunaamongst the farmers and their
effectiveness. It also helps to know the competitorspromotional activities and
market share of company in the study area.
Objective of Study
1. To study the awareness of the farmers about NACL.2. To study of different
product promotion strategies of NACL.3. To find out competitors and their market
strategies.4. To estimate market share of Nagarjuna in Junnar and Khed area
.

Research Methodology
Junnar and Khed tahsil of Pune district was selected purposively because of
highpotential area for agriculture production. 45 farmers were selected randomly
and 20 dealersof company and its competitors were selected for study purpose.
Primary data wascollected from farmers and companies dealer by survey method
with the help of personalinterview and specially designed schedule for the study
purpose.The collected data were categorized in a systematic way according to need
of objectives and then analyzed with the help of simple statistical tools such as
percentagemethod, average method, graphical and tabular method etc for
interpretation of appropriateresult.
Scope of Study
The study under the title Brand awareness Of Nagarjuna Agrichem Ltd in Khed
andJunnar Tahsils of Pune District was specially carried in selected tahsils of
Pune district.These tahsils were Junnar and Khed. These selected tahsils were well
known for itsagricultural production (Specially Vegetables). The farmers of this
area are well aware
about crop protection and its importance. The increasing area under various crops showsdemand
for agrochemicals. The study focuses on promotional activities of theagrochemicals. It gives
guidelines to company or new player who wants to decide or acceptnew promotional strategies.
This market research can be help to know consumerperceptions towards the products. We can
estimate the consumer behavior on the basis of opinions given by the farmers. Also study makes
us about the depth of knowledge of farmers about the pesticide uses
Agrochemicals Business advantages in India
a) Strong growing domestic market.b) Cost leadership in generic production.c) Well developed
basic chemical industries.d) Growing awareness about Environment, safety & health.e) Well
established R& D set up.f) Relatively easier registration for exports.
Findings
1) In all 87 per cent of farmers were aware about Nagarjuna Agrichem Ltd products.2) Amongst
the aware farmers 91 per cent farmers were users Nagarjunas products.3) Nagarjuna promoted its
products through field visits up to 23 per cent , Hand bills 25 percent, Advertisement and field
demonstration 18 per cent, respectively, remaining 16 percent t exhibition
and krishimelas.4)Nagarjunas major competitors were Syngenta ,Bayer, who had cent per cent
awarenessthen BASF having 78 per cent, Tata Rallies 67 per cent, Excel 60 per cent
awareness.5) The marketing strategies of other companies (competitors) were to give more
fielddemonstration and Field visit then advertisement, exhibition.6) There were cent per cent
awareness of Nagarjuna products amongst the Dealers.7) In the study area Syngenta products
were more famous and had more market share thanother agrochemical company.8) Nagarjunas
some particular products were famous in study area.9) Nagarjunas total market sale was about
1.70 crore with having 4 per cent share in totalAgrochemicals in the study area.

Conclusions
1. On the basis of awareness and market share it is concluded that Nagarjuna has goodmarket
potential in the study area.2. The farmers are satisfied with the use of NACLS product of
its quality.3. The company has provided the less attention on the Field demonstration.4.
Nagarjuna is focusing only on 3 products i.e. Canon, Profex, and Profex super.
Suggestions
1. Company should concentrate on marketing of all the other products rather thanconcentrating
only products such as Canon, Profex, and Profex super.2. Design plan to make such community
to the famer which would bound them forpurchase of company products. Like other companies
such as. Syngenta Krishi shaktiwhich provides consultancy service to farmer for guiding them
and make companiespromotion.3. Suggestion for Brand Awarenessa) Involve slogan on
pocket.b) Sponsor major events.BABASAHEB BHAURAO THATAWALE PAGE NO: 1-39
Conclusions
1

. On the basis of awareness and market share it is concluded that

Nagarjuna has goodmarket potential in the study area.2. The farmers are
satisfied with the use of NACLS product of its quality.3. The company
has provided the less attention on the Field demonstration.4. Nagarjuna
is focusing only on 3 products i.e. Canon, Profex, and Profex super.
Suggestions
1. Company should concentrate on marketing of all the other products
rather thanconcentrating only products such as Canon, Profex, and
Profex super.2. Design plan to make such community to the famer which
would bound them forpurchase of company products. Like
other companies such as. Syngenta Krishi shaktiwhich provides
consultancy service to farmer for guiding them and make
companiespromotion.3. Suggestion for Brand Awarenessa) Involve
slogan on pocket.b) Sponsor
major events.BABASAHEB BHAURAO THATAWALE PAGE NO: 1-
39
INTRODUCTION
1. INTRODUCTION
1.1 Concept and meaning
A pesticide is any substance or mixture of substance used for preventing,
destroying,repelling or mitigating any pest, A pesticide may be a chemical
substance, biologicalagent (such as virus or bacteria), antimicrobial, disinfectant,
or device used againstany pest .Pest include insects, plant pathogens, weeds,
molluses, birds, mammals, fish,nematodes, (roundworms), microbes and people
that destroy property, spread or are avector for disease or cause nuisance. Although
there are benefits to the use of pesticides, there are also drawbacks, such as
potential toxicity to human and otheranimals.
1.2 History
Since before 2500BC, human has utilized pesticides to protect their crops. First
knownpesticide was elemental sulfur dusting used in summer about 4,500 years
ago. By the 15
th
century, toxic chemical such as arsenic, mercury, and lead were being applied to
crops tokill pests. In the 17
th
century, nicotine sulfate was extracted from tobacco leaves for use asan
insecticide.In1939, Paul Muller discovered that DDT was a very effective
insecticide. It quicklybecame the most widely used pesticide in the world .In the
1940s manufactures began toproduce large amounts of synthetic pesticides and
their use became widespread. Somesource considers the 1940s and 1950s
to have been the start of the pesticide era. Pesticideuse has increased 50- fold since
1950 and 2.3 millions tones (2.5 million short tons) of industrial pesticides are now
used each year .75 percent of all pesticides in the world areused in developed
countries, but their use in developing countries is increasing in the1960s, it was
discovered that DDT was preventing many, fish eating birds fromreproducing.
This was a serious threat biodiversity. The agricultural use of DDT is nowbanned
under the Stockholm convention on persistent Organic pollutants, but it is still
insome developing nations used to prevent malaria and other tropical diseases by
spraying oninterior walls to kill or repel mosquitoes.
1.3 Type of pesticides
:Pesticides are grouped or classified according to the pests they control the
wordending or suffix -cide means to kill, the following types of pesticides are used
to killspecific kinds of pests:
Table1.1 type of
pesticidesSr.No Type of pesticide Purpose
1 Algaecides Control algae in lakes, canals, swimming po
ols, watertanks and other
sites.2 Asti fowling agents Kill or repel organisms that att
ach to underwatersurfaces, such as boat
bottoms.3 Antimicrobials Kill microorganisms (such as b
acteria and viruses)4 Attractants Attract pest (for example
, to lure an insect or rodent toa
trap).5 Biocides Kill microorganisms6 Disinfectant andsa
nitizerKill or inactivate diseases-producing
microorganismson
objects7 Fungicides Kills fungi (including blight, mildews
, molds, andrusts).8 Fumigants Produce gas or vapour inte
nded to destroy pests inbuilding or
soil.9 Herbicide Kill weeds and other plants that grow wh
ere they arenot
wanted10 Insecticide Kill insect and other arthropods11
Miticides /Acracide Kill mites that food on plants and ani
mals12 Microbial pesticides Microorganisms that kill, inh
ibit, or out completepests, including insects or other
microorganism.13 Molluscides Kill Snail and sluges14 N
ematicides Kill nematodes (microscopic, worm like organ
ism thatfeed on plant
roots).15 Ovicides Kill eggs of insect and mites16 pherom
enes Biochemicals used to disrust the mating behavior of i
nsect17 Repellent Repel pests, including insect (such as m
osquitoes) andbirds18 Rodenticides Control rodents
1.4 Importance of Agrochemicals
Agrochemicals form the largest and the most diverse group of chemical
compoundspopularly referred to as pesticide they are mainly used for plant
protection andImproving crop yields. Every year nearly 30per cent of the potential
of food productionvalued Rs 150bn are lost due to insects, pest, plant pathogens,
weeds, rodents, andbirds and in storage. Hence the use of pesticide has become
extremely necessary.Beside given the large growing population and scarcity of
land available for cultivation,pesticide industry has a vital role to play in the
agriculture sector.
1.5 Broad Categories of pesticides1.5.1Broad categorization of the Pesticide
Industries
The industry broadly classified into different segments like insecticide,
fungicidesand herbicide and the main product and their use is given below as
follows
Table 1.2 Category of Pesticide, its major products and
purposesNature Major product PurposeInsecticide
Monocrotophos,phosphamidon,Parathion,Endosulphan,QuinalphosTo kill The
Insect
Fungicide
Copper Oxychloride, Nickel Chloride,mancozebTo Eliminate Fungus
Herbicide / Weedicide
Anilphos,pendamethalin, paraquat,naropamideTo Remove UnwantedPlants /
weeds
NemanticidesRodenticideFumigants
Zinc phosphide, Aluminum phosphide To kill Pest In Plantroots and to
eliminaterodents
1.5.2 Global and domestic pesticides consumption patternTable 1.3

pesticide

consumption patterns
.In above table it clearly shows that consumption of insectide is more than
otherpesticides in World and in India also. In Worlds total consumptions is of
insecticide is 29per cent where India it has 76 per cent it indicate that India use
more insecticide ascompare to world in terms of percentages, and use less
herbicide as compare to world in
term of percentage, after insecticide in India fungicide is used more i.e. about 13
per centof total consumptions of pesticide.
1.6 Technical Classification Based on Usage:
The agrochemical compounds can also be classified into
organophosphates,synthetic pyrethroids, organ chlorines and carbamates. Recently
bio-pesticides, currentlyorganophosphates and synthetic pyrethroids constitute
nearly 70 per cent of the pesticidesproduced in the country.
Table 1.4 the following table classifies pesticides usage according to the
chemicalstructure as follows:

Nature

Product classification
Organo-chlorines DDT, BHCOrgano-phosphates
MonocrotophosSynthetic Pytheroids DecisBio-pesticides and others Neem pest
Table 1.5 Classifies pesticides usage according to the chemical structure in
valueterms of World and India:Nature

India (%)

World (%)
Organo-chlorines 16 6Organo-phosphates 50 37Synthetic Pytheroids 19 22Bio-
pesticides and others 15 35In above table it shows that organo phosphates structure
pesticide usage is morein both World and in India, and other structure are varies in
usages in table 1.3 there isproduct classification organo-chlorides is used 16 per
cent in India which is worlds 6 percent i.e. DDT, BHC, organo- phosphates i.e.
Monocrotophos which is used 50 per cent inIndia from 37 per cent of world.
1.8 Global Scenario1.8.1 Table 1.6 Global
Agrichemical sales by category in 2010Global
agrochemical sales by category ($ millions
)
Category 2009 % change 2010
Herbicides 17,872 +2.2 18,265Insecticides 10,201 +3.5 1
0,558Fungicide 10,241 +2.7 10,518Other 1,847 +3.9 1,92
0TOTAL 40,162 +3.4 41,528
Source: cropnosis
Global Agrichem sale would raised by +3.4 in 2009 to
2010 it was $ 40,162Million,in 2009 which raised to $
41,528Millions Growth observed in all product categories
of pesticide and also from all regions Global sale of
herbicide raised by 2.2per centi.e.$17,872Millions to
$18,265 million, with respect to the product category. The
majorpercentage change in Insecticide sale as compare to
other category is +3.55 that is$10,201million in 2009 to $
10,558million. As concern to fungicide there is +2.7
5 increasein sale over the previous year. Highest market
sale in both 2009 and 2010 year is herbicide.Europe
would remain the region with the highest sales, with
growth of 3.8 per centleading to $ 10,339 million of sales.
The region would account quarter of total sales.Western
Europe would account for some 85 per cent of sales in the
region North Americais has to maintained its position as
the second largest market, with sale s expected to go up
by 2.3 per cent i.e. to $9,943million.Latin America would be on a high growth curve goingup by
6.2 per cent to $ 9,272million.the far east region would be marginally behind,increasing by 1.7
per cent to $9,272million. The rest world would make up remaining 6.5per cent share either sale
rising by 2.7 per cent to $ 2,680million.According to the report, the worlds six largest
agrochemical manufacturers, whocontrol nearly 75 per cent of global pesticide market, are also
seed industry giants.Bayer : the worlds biggest agrochemical company is also the
worlds seventh biggest seedcompany, Syngenta : the worlds second largest
agrochemical company is also worldssecond largest seed company, BASF The worlds
fourth Largest Agrochemical companyMonsanto : the worlds fifth largest agrochemical
company &worlds largest seedcompany, DuPont : worlds Sixth largest Agrochemical
company.
Table 1.7 World

s Top 10 Pesticide firms1.Bayer (Germany)

7,458 19
2. Syngenta(Switzerland)
7,285 19
3.BASF(Germany)
4,297 11
4.Dow Agro science (USA)
3,779 10
5. Monsanto (USA)
3,599 9
6.Dupont (USA)
2,369 6
7.Makhteshim(Israel)
1,895 5
8.Nufarm(Australia)
1,470 4
9.Sumitomo chemical
1,209 3
10.Arysta life science
1,035 3
TOTAL 34,396 89
Source: Agrow World Crop Protection News, August 2008
The worlds top 10 agrochemical companies contributes total 89 per cent of theglobal
agrochemical market share The worldwide market of pesticide was US$40,162Millions in 2009
+Up 3.4 per cent over the previous year in 2010 is up to $ 42,528 million.
1.9 INDIAN SCENARIO.
Indian Agrochemical Industry is the fourth largest producer of
agrochemicalsglobally, after United States, Japan and China. The
agrochemicals industry is a significantindustry for the Indian economy.
The Indian agrochemicals market grew at a rate of 11percent from USD
1.22 billion in FY08 to an estimated USD 1.36 billion in FY09.
Indiasagrochemicals consumption is one of the lowest in the world with
per hectare consumptionof just 0.48 Kg compared to US (4.5 Kg/ha) and
Japan (11 Kg/ha). In India, Cottonaccounts for the maximum share of
pesticide consumption, around 27 per cent after paddy(20per
cent). Indian population is increasing and the per capita size of land
decreasing, theuse of pesticides in India has to improve further. Besides
increasing in domesticconsumption, the exports by the Indian
Agrochemicals Industry can be doubled in the nextfour years if proper
strategies and sophisticated technologies are adopted by the industry.In
India, there are about 125 technical grade manufacturers (10
multinationals),800 formulators, over 145,000 distributors. 60 technical
grade pesticides are beingmanufactured indigenously. Technical grade
manufacturers sell high purity chemicals inbulk (generally in drums of
200-250 Kg) to formulators. Formulators, in turn, prepareformulations
by adding inert carriers, solvents, surface active agents, deodorants etc.
Theseformulations are packed for retail sale and bought by the
farmers.The Indian agrochemicals market is characterized by low
capacity utilization.The total installed capacity in financial year 2009
was 146,000 tones and total productionwas 85,000 tons leading to a low
capacity utilization of 58 per cent. The industry suffersfrom high
inventory (owing to seasonal & irregular demand on account of
monsoons) andlong credit periods to farmers, thus making
operations working capital intensive.India due to its inherent strength of
low-cost manufacturing and qualified low-costmanpower is a net
exporter of pesticides to countries such as USA and some European
&African countries. Exports formed ~50 per cent of total industry
turnover in the year20008 and have achieved a Compounded Annual
Growth Rate (CAGR) of 29per cent fromthe year 2004 to 2008
Table1.8 India

s Top 10 Agrochemical Companies

Rankings Name of the Company Sales (Rs.Million)

1 Bayer Crop Science 17241.062 Syngenta India Ltd 16953.093 BASF India 13816.94 Rallis Ind
ia 10751.345 Monsanto India 7101.356 United Phosphorus 69517
NagAgriChem 6503.14
8 Excel Crop care 6204.079 Dhanuka Agritech 4081.3610 Advanta India 3513.36
Source: PMFI repot 2008

Above Table 1.7 depicts that Bayer ranks first among in the Indian agrochemicalcompanies with
revenue of Rs 17241.06 million. After that Syngenta, BASF, Rallies Indiais big players in
agrochemical market, while Nagarjuna Agrichem Ltd ranks 7
th
with therevenue of Rs 6503.14 millions in year 2007.
Table 1.9 Indian Pesticide Market 2009A)

Agriculture Mill USD

Growth over 2008 (%)

Insecticide 680
0.2
Fungicide 220
1.8
Herbicide 250
2.1
Other 30
5.0

Total 1180 0.7B) Non

Agriculture(
publichealth/household)
350C) Export
(tech/ form.+Intermediate)
700Grand Total

2230
Source: Crop cropnosis
As compared to year 2008 use of herbicide
and fungicide increases more than
othercategories of pesticides total Indian
pesticide market in year 2009 is USD 2230
millioninclude agriculture and non
agriculture also Export pesticides.Indian
pesticide market is shrinking due to BT
cotton about 27 per cent pesticideused in Bt
Cotton , Bt Cotton occupied nearly 76 per
cent cotton cropped area in 2009.India uses
only less than 2 per cent Pesticide, where as
produces 16 per cent of theworlds
food grains Production from chart Taiwan
has highest pesticide consumption
i.e.17kg/ha where as India consume only
0.48 kg/ha pesticide
 Source: Crop Life India Mumbai
.
In above Chart there are a consumption percentage of pesticides in
different State of India From this chart it revealed that 8 states consume
about up to 81per cent pesticide, inwhich Andhra Pradesh highest user
of pesticide and Maharashtra was in 3
rd
in position of using pesticide.
1.10 Importance of study
Agriculture occupies a dominant position in Indias economic structure.
Thesuccess of the Green Revolution enabled the country to
achieve selfsufficiency in foodgrains production. Over the last five
decades the industry has expanded with more than 500players, making
India the second largest manufacturer of basic crop protection chemicals
inAsia in volume terms. In terms of turnover the industry is worth of
$1.7bn and given thelow rate of consumption there is huge potential for
growth waiting to be tapped. Thedemand for food grains vegetables and
fruits is expected to increase significantly in future.Record production of
food grains has been possible primarily on account of various inputsused
in agriculture namely seeds, fertilizers and pesticides.Agrochemicals
form the largest and the most diverse group of chemicalcompounds.
Popularly referred to as pesticides they are mainly used for plant
protectionand improving crop yields. Every year nearly 30% of the
potential of food productionvalued Rs 150bn are lost due to insects,
pests, plant pathogens, weeds, rodents, and birdsand in storage. Hence
the use of pesticides has become extremely necessary. Besides giventhe
large growing population and scarcity of land available for cultivation,
pesticidesindustry has a vital role to play in the agricultural sector
India is most leading country in terms of agricultural
production. In order to encouragefarmers to take an
integrated approach to crop and pest management,
incorporating ourrange of products with good practice to
increase yields and promote sustainable
agriculture.Nagarjuna Agrichem Ltd Care offers
customized products and services to help farmersmeet
these requirements and produce the quality crop that
consumers and the food industrydemand. This involves
training farmers to use our products safely and
effectively, andencouraging them to use sustainable
agriculture techniques as part of integrated approachto
crop management.Finally this study highlighted
awareness NACLs products amongst the farmer. Ithelps
to know the impact of promotional strategies of NACL
amongst the farmer and theireffectiveness. It also helps to
know the competitors promotion activities and point
outconsumer behavior while purchasing agrochemicals.
1.11 Objectives of Study
1. To Study the Awareness of
the Farmers About NACL.2.

To Study the Different Product Promotion Strategies of

NACL.3.

To Find out Competitors and Their Market Strategies.4.

To Estimate Market Share of Nagarjuna in Junnar and
Khed Area.
1.12

Scope of Study
The study under the title Brand awareness of Nagarjuna
Agrichem Ltd in Junnarand Khed Tahsils of Pune
District was specially carried in selected tahsils of Pune
district.These tahsils were Junnar, and Khed. These
selected tahsils were well known for itsagricultural
production (Specially Vegetables). The farmers of this
area are well awareabout crop protection and its
importance. The increasing area under various crops
showsdemand for agrochemicals.The study focuses on
promotional activities of the agrochemicals. It
gives guidelinesto company or new player who wants to
decide or accept new promotional strategies. Thismarket
research can be help to know consumer perceptions
towards the products. We canestimate the consumer
behavior on the basis of opinions given by the farmers.
1.13 Advantages of Agrochemical Business in India
a) Strong growing domestic market.b) Cost leadership
in generic production.c) Well developed basic chemical
industries.d) Growing awareness about Environment,
safety & health.
e) Well established R& D set up.f) Relatively
easier registration for exports.g) Strong
Institution to support R&D/ personal needs
universities / IITs/ UDCT / IICT
1.14 Limitation of Study
The following limitations were experienced
during the study.1. Time limit: Allotted time
was inadequate to study the various aspect of
the problem.2. Secrecy of the organization: Due
to the secrecy of the organization, confidential
matterswere not given.3. Financial limitations:
The lack of financial assistance for research
work also becomes alimitation to the study.4.
Number of consumers: The study was limited to
an extent because it comprised of onlyof 45
farmers, 20 dealers.5. It is also not possible
to approach each every customer and cover all
the area.6. Since the study was limited to a
specific period (45 days), further quantitative
andqualitative research on the topic was not
possible
RESEARCH METHODOLOGY
2.

RESEARCH METHODOLOGY
2.1 Selection of sample respondents
Methodology used for the research indicates the type
and size of sample used in theresearch. The methods
and procedure used for analyzing the data.
Therefore, it helps theresearcher not only in
specifying method of analysis and also explains the
concepts to bestudied.
2.1.2 Location of the Study and Research Design
The study was conducted in Junnar & Khed Tahsils
of Pune district. Samplingdesign used for the study
was both the purposive and random sampling
design.
Map showing location of study
area2.2 Data Collection2.2.1 Method of sampling
The sampling method used for project study was
purposive. The sample wasselected in such a way
that maximum possible study area should be covered
2.2.2 Sample Size
As it is not possible to survey the entire target population, 65
respondents whichconsisted of 45 farmers and 20 dealers of
company were selected for the study. The farmerswere selected
randomly, whereas, dealers were selected purposively due to
their limitednumber and authorized
dealership.Sampling design Both Purposive and Random sampli
ng.The sample size will consists of Farmers-45= From Junnar
tahsils 25, Khed tahsils 20.Dealers-20 = From Junnar tahsils 12,
Khed tahsils 08.
2.2.3 Research Instrument
The intension of survey was to find the awareness, effectiveness
of promotionalstrategies of NACL and its competitors in study
area. The research instrument used forproject was designed
structured schedules references which are given in appendix i-ii
2.3 Sources of Data2.3.1 Primary Data
The primary data was collected by survey method with the help
of specially designedschedules by conducting interview and
personal observation from the sample respondent.
2.3.2 Secondary Data
Secondary data is collected from the books, periodical, journals,
office records,papers, company records, internet etc.
2.4 Analytical Tools Used
The collected data was analysed according to the objectives of
study by using thetools such as percentages, averages,

tabular, graphical methods

RESULTS AND DISCUSSION
3.1 Profile of Nagarjuna Agrichem Ltd.

Nagarjuna Group is truly an enterprise on the move. The foundation of the

Groupwas laid over two decades ago by technocrat entrepreneur Shri. KVK Raju.
He started withan initial investment of US $ 1.2 million and sowed the seeds of
what is now one of thefastest growing industrial houses in India.In addition to a
growing presence in Agribusiness, the Group has made significantinvestments in
core sectors like Refining, Power generation and Life Sciences. Today, theasset
base of Nagarjuna Group is over US $ 2.5 billion.The Agribusiness Division of
Nagarjuna is committed to enhancing the availability of quality food supply for the
future by developing products and services that contribute toincreasing
farm productivity.The Agribusiness Division of the Nagarjuna Group consists of
the following businessunits:-Plant NutritionCrop ProtectionNagarjuna provides a
complete range of cost effective agricultural inputs. Nagarjuna'sproducts and
services enjoy nationwide reputation in India among the farming communitydue to
their consistent high quality.
3.1.1 Company Profile - NAGARJUNA AGRICHEM LIMITED
(NACL)Date of :
1993
EstablishmentRevenue :
157.49 (USD in Millions)
Market Cap
:
2183.3249 (Rs. In Millions)
Corporate Address

:
Plot No 61, Nagarjuna, Hills, panjagutta HyderabadAndhra
Pradesh.www.nagarjunagroup.com
Management Details

:
Chairperson
Nitish K Sen Gupta
: MD
- GS Raju
: Directors-
AS Pradha Saradhi, A S Saradhi, Ashok Muni, C MAshok Munni D Rang Raju,

G S Raju, K Lakshmi Raju, K RahulRaju, K S Raju, K Lakshmi Raju, K Raghuraman, K Rahul

Raju, KS Raju, N Vijayaraghavan, Nitish K Sen Gupta, Nitish K Sen Gupta,P K Mallik, P K
Mallik, R K S Prasad, R S Nanda, Sudhakar Kudva,Sukhendu Ray, Suresh
Business Operation

:
Pesticides &
AgrochemicalsBackground Nagarjuna Agrichem (NACL), a Nagarjuna Groupcompany was
established in 1994 with an investment of $7 millionfor producing Monocrotophos Technical.
NACL has since grownsubstantially and now manufactures a comprehensive range of pesticide
technicals, formulations and custom manufactured finechemicals. All the manufactured products
conform to internationalquality standards and specifications.
Financials

:
Total Income - Rs. 6589.796806 Million (year ending Mar 2010)Net Profit - Rs. 597.565295
Million (year ending Mar 2010)
Company Secretary

:
Suresh Babu
3.1.2Company History
NACL was established in 1994 for producing Monocrotophos Technical. NACLhas since grown
substantially and now manufactures a comprehensive range of pesticidetechnicals, formulations
and custom manufactured fine chemicals. All the manufacturedproducts conform to international
quality standards and specifications.NACL have adequate capacities, state-of-the-art
infrastructure, skilled experiencedmanpower and technical absorption capabilities. In fact,
Custom Synthesis andmanufacturing are one of NACL's inherent capabilities. The production
lines are designedfor a quick change over. NACL also have a Custom Synthesis and Toll
ManufacturingDivision, which caters to the requirements of reputed overseas customers.NACL
has one of the largest Dealer Network spread across India, with marketingand sales offices in
addition to an extensive Warehousing & Logistics Infrastructure tohandle operations in 20 Indian
States. NACL has tie-ups with large Indian AgrochemicalMajors and MNCs for the domestic
and export markets. The Current Gross Annual Sales
of the Organization is approximately US $ 145 million.
Nagarjuna operate one of the mostmodern and comprehensive
Technical Agrochemical manufacturing plants, situated
inSrikakulam district of Andhra Pradesh, India.
Fig3.1 NACL

s foot-prints across the globe

Nagarjuna's growing global presence is reflected in its exports.
Today Nagarjuna isamong the few companies in India exporting
pesticide technicals and formulations to asmany as 24 countries
including Australia, Bangladesh, Belgium, Brazil, Colombia,
Egypt,France, Germany, Indonesia, Italy, Ivorycoast, Japan,
Malaysia, Netherlands, Nigeria,Saudi Arabia, Singapore, Sri
Lanka, Switzerland, Taiwan, Tanzania, Thailand, USA
andYemen.

To meet the growing demand in the international markets and

improve its exportbusiness, the Group is constantly introducing
new generics and formulations. To strengthenthis process,
Nagarjuna has generated complete packages of Chemistry,
Toxicology,Residues and Bioefficacy data for all
its manufactured techincals.
3.1.3 Current Position of Nagarjuna in Market
Nagarjuna Agrichem net profit rises 15.96 per cent in the March
2010Net profit of Nagarjuna Agrichem rose 15.96 per cent to
Rs. 12.86 crore in the quarterended March 2010 as against Rs.
11.09 crore during the previous quarter ended March
2009. Sales declined 1.93 per cent to Rs. 140.02 crore in the quarter ended March
2010 asagainst Rs. 142.77 crore during the previous quarter ended March 2009.For
the audited full year, net profit rose 21.32 per cent to Rs. 59.76 crore in the year
endedMarch 2010 as against Rs. 49.26 crore during the previous year ended March
2009. Salesrose 7.43 per cent to Rs. 650.31 crore in the year ended March 2010 as
against Rs. 605.36crore during the previous year ended March 2009.

3.1.4Quality
Quality at Nagarjuna Agrichem is a result of consistent efforts. Naturally, each
of its products ranks with the best in the world. The most stringent quality control
tests mark every stage of manufacturing - from raw material sourcing to processing
and packaging.Along with in-house norms and standards in eco-friendly operations
and safe handling, wehave the capabilities to standardize products and packaging
to meet the prevailingregulatory demands of any country of the World. This
primary focus on quality is the keyto the wide acceptance for Nagarjuna products
in many countries across the Globe.
3.1.5 Manufacturing and R & D
NACL has adequate capacities, state-of-the-art infrastructure, and
skilledexperienced manpower and technology absorption capabilities. The
production lines aredesigned for quick change over to also undertake Toll
manufacturing adhering to thehighest international standards and specifications.
Table 3.1The Technical Grade Pesticides manufactured by NACL

Insecticides Herbicides Fungicides

Profenophos Pretilachlor PropiconazoleDichlorovos. MyclobutanilAcephate
TricyclozoleThe process Development Skills of NACL are comparable to the Best
IndianCompanies. It is our belief that the R & D / Process Development
Department of NACL isthe second largest of any Indian Agrochemical Company
in terms of size and scope of operation.Research and Development plays a critical
role in NACL. The R&D divisioncarries out work on process development of
technical and intermediates, custom synthesis,process improvement, application
research and basic research
3.1.6 PRODUCTTable 3.2

List of Formulation Products

FUNGICIDE TRADE NAME
Cabendazim 5% WP ZENCabendazim12%+ Mancozeb63% WP NAGARJUNA C
OMBIPLUSCymoxanil 8%+Mancozeb64%WP FONTHexaconazole 5% EC NAG
ARJUNA MASSMancozeb 75% WP ZEBMyclobutanil 10 % WP INDEXPropico
nazole 25 % E RESULTTricyclazole 75% WP SIVICThifluzamide 24% SC VIST
AValidamycin 3 % L RHIZOCIN
HERBICIDE TRADE NAME
Atrazine 50% WP SURYAAmmonium Salt of Glyphosate 71% SG GLOBUS STR
ONGBensulfuron methyl 0.6% +Pretilachlor 6% ERAZE STRONGClodinafop Pro
pargyl 15 % WP POINTGlyphosate 41% SL GLOBUS SLMetsulfuron Methyl 20
% WP DOTPretilachlor 50% EC ERAZE -
NPretilachlor 30.7% w/w or 30% w ERAZE-NParaquat Dichloride 24% RHINO
INSECTICIDE TRADE NAME

Acephate 75% SP PACEAcetamiprid 20% SP NAGARJUNA ENNOVABuprofezi

n 25% SC BENJCarbofuran 3% CG FURYCartap Hydrochloride 4% G SANVEX-
4GCartap Hydro Chloride 50% SP SANVEX SPChlorpyrifos 20% EC FORCEClo
thianidin 50 % WDG DANTOPChlorpyrifos 50% EC+ Cypermethrin 5% EC CAN
ONDichlorvos 76% EC DASHEndosulfan 35% EC SPEEDEmamectin Benzoate 5
% SG NAGARJUNA TRUST(BPMC) Fenobucarb 50% EC MERLINFipronil 5%
SC TASKImidacloprid 17.8% SL NAGARJUNA MIDALambda Cyhalothrin 2.5%
EC WARRIORLambda Cyhalothrin 5% EC WARRIOR PLUSMilbemectin 1 % E
C MILBEKNOCKMonocrotophos 36% SL MONOCROWNPhorate 10%CG NAG
ARJUNA PHORATEProfenofos 50% EC PROFEXProfenofos 40% + Cypermethr
in 4% EC PROFEX SUPERSpinosad 45% SC CONSERVE
Nagarjuna

s Some famous products

Use: Control of White Aphid. Use: Controlling of borer. Use: fo
r controlling red rot.Dose: 400 ml/200 liter of Water. Dose:
400ml/200 liter of Water. Dose: 120gm/ 200 liter
3.1.7 PRICE
The products offered by Nagarjunas are quality oriented and also has Moderate
notso high price. Their product range consists of the best that is there to be offered
in themarket due to their immense R&D activities and emphasis on technology.
The farmers toobelieve in the quality of their products and price comes secondary
to such quality products.
3.1.8 PLACE (PHYSICAL DISTRIBUTION)

Nagarjuna makes very little use of middlemen as they strongly believe in

personalselling. Their general channel of distribution is

Company Sales personDealer/RetailerFarmer
Nagarjuna have strict policies when it comes to offering credit to
middlemen. Sincethe company salespersons are in very close contact with the
farmers they can offer timelysupply o
f their products.
3.1.9 PROMOTION
Nagarjuna is a newly formed company it is currently engaging itself in a
lot of marketing activities. As earlier mentioned Nagarjuna very strongly
believes in personalselling, that is, creating demand at the
grassroots level.Their target audiences are the farmers and also opinion
leaders like village chiefs orteachers (as they are educated).They use
media like direct mailers to inform the farmers about their products
andschemes, which, helps in creating a good rapport with the farmers
and they distinguishNagarjuna from rest of the companies.Press or print
media is used very judiciously since many of the farmers are
noteducated. For print advertising popular regional newspapers or trade
journals are used.Radio is a very essential media since it has a wide
reach. Audio advertising is also donethrough vehicles, which announce
the product and its features by way of catchy phrases.Other media used
are wall paintings, hoardings and point of purchase media like
posters.Another effective way of marketing is word-of-mouth publicity

. The companytargets influencers like village sarpanch or a very

prosperous farmer who enjoys very goodreputation among the farmers.
These people inform other farmers about the company andits products.
3.2 PROFILE OF SAMPLE
It is essential to know the agricultural profile of the selected sample in
study area,before one would go in detail rate of aspects. In this chapter,
information regarding to ageof farmers, their education level, cropping
pattern, pesticide use, awareness regarding toNACL pesticides product
ware collected, analyzed and presented as follows;
3.2 A. PROFILE OF FARMER 3.2.1 Demographic feature of
sample farmers
Profile of sample includes demographic and geographic factors which
indicate therelevel of understanding and awareness of farmers about
various agrochemical products.
a. Age
Age is a very important factor which affects the behaviour and influence
peoplechoice, thinking and risk taking ability differ with age group
person
The above chart 3.1 clearly shows that the age of more
than 40 years age group of sample farmer have majority
in percentage and the age group of less than 30 is minor
inpercentages of doing farming.
b. Education
In the decision making process education plays a key role,
preference for thedifferent attributes of the product is
change with the education of the people. Educationaffect
on the behaviour of the farmer. So it is very important to
analyse the educationalfactor in the study.The following
Chart 3.2 shows the social profile of the farmers in
the study area.From Chart.3.2 it will notice that about 7
per cent people are highly educated 13 per centfarmer are
graduate, about 22 per cent farmer educated up to SSC ,
major number i.e. 33per cent farmer are just completed
their primary education and remaining 25 per centfarmer
completed their higher secondary education.

Chart 3.1 Age group of respondents<30 years30-40

years>40yearsN=45

Chart 3.2 literacy level

PrimarySecondaryHigher secondaryGraduatePost
graduateN=45
c. Land Holding
To know the economic status of a farmer, it is essential to
study the land holding of selected sample farmers. Pattern
of land holding affects the cropping pattern of the
farmer.Usually marginal, small farmers are more involved
in vegetable production and largefarmers are more
interested in growing cash crops. The average land
holding of samplefarmers is depicted in chart 3.3

From the chart 3.3 it can be observed that out of 45

sample farmers 7 were having marginalland holding i.e.
up to 1 ha. 14 farmers were having small land holding i.e.
1 to 2.0 ha.While 42 per cent farmers were from medium
size group having 2.01 to 4.0 ha landholding. From the
table it can be revealed that majority of sample farmers
were havingmedium size land holding.
d. Type of Farming
In the below chart 3.4 it clearly show that all land under
water not depend on rainabout 71 per cent land is fully
irrigated and remaining 29 per cent land are
partiallyirrigated thats reason in that are vegetables
are more and also sugarcane we see in above
e. Cropping pattern of farmer
Cropping pattern of the farmers is the mirror of his economy.
Considering theimportance of cropping pattern, it is essential to know
the share of prominent crops in thestudy area. As the study was the
attempt made to find out the share of various crop in grosscropped area.
Table3.3Cropping Pattern of Farmer

CropSeasonArea undercrop (ha)Total averagearea

undercropIrrigatedUn-irrigated% to grosscropped areaKharif
Tomato 19.07 0.42 0.42 0 7Cabbage
5.5 0.12 0.12 0 2Cauliflower 4.3 0.09
0.09 0 1.5Bringal 7.4 0.16 0.16 0 2.66Soyabean 3.3 0.07 0 0.07 1.16Ground
nut 2.5 0.05 0
0.05 0.81Fodder crop 10.5 0.23 0.23 0 3.62Bean 4 0.08 0.08 0 1.32
TOTAL A 56.57 1.22 1.1 0.12 20.07Rabi
Onion 15.7 0.33 0.33 0 5.5Potato 9.8 0.21 0.21 0 4.5cucumber 7.4 0.16 0.1
6 0 2.66Wheat 17.3 0.38 0.38 0 6.33Fodder crop 4.37 0.09 0.09 0 1.5Follow
2
TOTAL B 54.57 1.17 1.17 0 20.49Summer
Coriender 7.9 0.17 0.17 0 2.83Fenugreek 5.8 0.12 0.12 0 2Cauliflower 6.
7 0.14 0.14 0 2.32Bajra 17.2 0.38 0.38 0 6.33Fodder crop 13.3 0.29 0.29
0 4.8follow 5.67
TOTAL C 50.9 1.1 1.1 0 18.28Perennial
Sugarcane 88.1 1.96
1.96 0 32.53Grape 17.1 0.38 0.38 0 5.83Banana 7.7 0.17 0.17 0 2.8
TOTAL D 112.9 2.51 2.51 0 41.16GCA
(A+B+C+D)
274.94 6 5.88 0.12 100
Cropping Intensity = Gross cropped area * 100Net cropped
area274.94 *100 = 162.23%169.47Average Net Cropped
Area = Total Area under CropNo of
farmer= 169.47 = 3.7645It is observed from the table 3.5
that, Sugarcane had dominant place in perennialcropping
pattern of sample farmers. In kharif Season Tomato was
major crop, Rabi wheatwas the prominent crop in Rabi
season.The cropping intensity was to the tune of 162.23
percent, Total area was 178.36 ha net cropped area was
169.47 ha
3.3 Awareness of farmer about Nagarjuna Agrichem
Ltd.

Awareness is the first step towards course of action i.e.

trial. For knowing theconsumer behaviour about
Nagarjuna we should know the awareness about the
productamong the farmer community. Total farmer were
selected as 45 for knowing the awarenessabout the
product, among that 39 farmer were aware about the
Nagarjuna Agrichem andremaining 06 farmers unaware
about the Nagarjuna product.In above pie chart it
mentioned that about 87 per cent farmer aware
aboutNagarjuna and 6 people from sample that is 13 per
cent who not known about theNagarjuna majority group is
aware about the company product
The awareness is the first step towards course of action i.e. trial for
knowing theconsumer behavior towards agrochemical of NACL , one
should know the awareness aboutthe product to decide the future
marketing strategy to promote companies products
.
I obtain information regarding the awareness about Nagarjunas
Agrichem Ltd. Company;
Table3.4

Product wise awareness of Nagarjuna Agrichem Ltd. N=39

Particulars Canon Profex ProfexSuper I m a x I n d e x

Sivic

No. of Respondents39

35 30 24 24 21
Percentage 100
85 77 62 62 54
In above table it shows that awareness of canon is 100 per cent from
aware farmerall know the canon after then profex awareness is high and
sivic having low awareness.
3.3.1 User of Nagarjuna product:
Farmers perception about the Nagarjuna Agrichem LimitedThe Chart
reveals that out of 39 aware sample farmers from all size groups,
35farmers were using the Nacls product, while 04 farmers were not
using Nacls product91.00per cent farmers were users and 09 per cent
farmers were aware but non users respectively
3.3.2Awareness of NACLproducts among
farmers
In above chart there is awareness of
Nagarjunas product we say that about
39farmers are aware about Nagarjunas
Product from aware there are 35 farmers
actual userof Nagarjuna product, there are 4
farmers are unaware and non user of
Nagarjunas product
3.3.2Satisfaction level

In any business the customers satisfaction is

the primary aim for increasing selland
achieves a good position in the market. In
pesticides market it is difficult to increasethe
satisfaction level of farmers because large
no of competitors in the market and
thiscompetitors have same products in the
market
In Chart3.8 show that out of 35 sample farmer their satisfaction level is
good asconcern with using the product of Nagarjunas About 80 per cent
farmer are highly and 20per cent are moderately satisfied.
3.4 Product promotional strategies of NACL.
Promotional activity is major factor to capture high market share there
are variousMarketing activity Nagarjuna follows in study area about 16
per cent farmers opinion thatNagarjuna took Exhibition and
krishimelas,18 per cent Farmer said that fielddemonstration, no any wall
painting activity is there for the promotion of the Nagarjunaproduct ,
advertisement through pamphlets, posters banner are about 18 per cent
promotionthrough hand bills which are major one that is 25 per cent and
last one is field visit bycompany person which give direct impact on
farmers perception is 23 per cent.

Following some are promotional strategies would adopted in stuy area

by Nagarjuna1)

Arrange postering.2)

Arrange

road show programme.3)

Arrange mega farmer meetings.4)

Arranging sendy counters on weekly market day.5)

Make litreature of product information for farmer.

3.4.1 Product purchase behaviour on recommendation.
Following discussion of farmers intention of purchasing NACL product
showsimpact of Promotional strategies of NACL. Following table shows
on whoserecommendation farmer purchase agrochemicals.
For using the Nagarjuna product farmer prefer
more dealer recoomendation thanothers 36 per
cent farmer say that they purchase
Nagarjuna Product through dealers re-
commendation 22 per cent farmer buy product
because of progressive farmersrecommendation,
11 per cent farmer buy product through
university recommendation, 20per cent farmer
say that they buy companys peoples
recommendation and lastlyremaining 11 per
cent farmer purchase through Companies
promotional activity.
3.4.2. Advertising of media:
For advertising purpose there are various
medium are available in which some arehighly
effective for increasing companies market share
and some are less effective toincreasing
companies market share through sample
study analysis it revealed that field
visit is the best media for advertising the product which has 33
per cent after that farmergive preference to krishimela , then
news paper of 15 per cent , then demonstration 13 percent that is
6 out of 45 , wall painting ,mouth publicity, exhibition, having
equal share of each 7 per cent i.e. 3 of each out of 45 farmer. In
favor of poster there are only 2 per cent
3.4.3. Factors considered while purchasing the product.
The aim of marketing is to meet and satisfy target consumers
needs and wantsbetter than competitors. Consumer behavior is
the study of how individuals, groups andorganizations select,
buy, use and dispose of goods, services, ideas or experiences to
satisfytheir needs and wants studying consumers provides clues
for improving or introducingproducts or services,
setting prices, crafting messages and developing
other marketingactivities. Marketers are always looking for
emerging trends that suggest new marketingopportunities.In
above Chart it clearly show that while purchasing the any
product quality is thematter, price is not consider is major factor
price is minor factor and quality is the majorfactor and other are
supporting factor for price only 15 per cent farmer give priority
fromout of 45 only 7 farmer for the quality 40 per cent farmer
from out of 45 there are 18farmer, and also other factor include
brand name i.e. 9 per cent, past experience and dealer
recommendation is about 15 per cent each.
3.5. Awareness of agrochemical companies
(competitors
)

the awareness is the first step towards course of

action i.e. trial for knowing theconsumer behavior
towards agrochemical companies, one should know
the awarenessabout the product to decide the future
marketing strategy to promote companies products
.
In above chart in revealed that Syngenta and Bayer
having 100 per cent awarenessafter that Nagarjuna
then Basf, Syngenta and Bayer are the major
competitor of Nacls.
3.6 B. PROFILE OF DEALERSa. Experience in
dealership
In pie chart it shows that experience in dealing of
Agrochemicals is high of morethan 5 years category
is 60 per cent and low who entered new in the
market is 15 per centand 25 per cent is who has
experience between 2- 5 years in dealing of
agrochemicals
b
.

Awareness of NACL
In above Chart it clearly shows that dealers
awareness about Nagarjuna Agrichemproduct is cent
per cent because of they were authorized dealer of
Nagarjunas product,there awareness about the all
products of NACL in the study area.
c. Promotional Activities of Nagarjuna through
dealer.
As concern of promotional activity Nagarjuna not
give more attention on it. Itfocused more on dealers
margin in chart it indicate that majority about 38 per
cent dealersay that Nagarjuna did not took more
attention promotional activity through them,
fordealers margin Nagarjuna give them various
scheme likewise, discount, various gifthampers,
foreign tours etc.
3.7
.
Famous Agrochemical Company in Study Area (competitors)

The chart3.17 denote that Syngenta company having famous product

range that isabout 35 per cent dealer realized , after that bayer and
Nagarjunas products are famouseach having equal 20 per cent dealers
opinion, then Basf 15 per cent then Excel 5 per centand lastly remaining
other companies include mostly domestic companies.
3.7.1 Promotional activities of other Agrichemical companies.
Promotion is the generatic term which encompasses all such tools in
marketing mixthat aims at persuasive communication. All activities
involving in the
persuasivecommunications are called promotional activities.
These activities make potential buyersof a product aware of the
existence of a product and its merits converting the potentialbuyers into
actual consumers. In the modern competitive environment, promotion
isconsidered to be a key weapon in marketing for the companys growth
and its success. Anycompany wish to stay in business has to develop and
execute sale promotionalprogrammes.

The Marketing of Agrochemicals is done through rural marketing. Here

theconsumer targeted is the farmer. The
attitudes, lifestyle and consumer behaviour of thefarmers differ from
those of the urban consumers. Hence, a slightly different approach hasto
be adopted while marketing agrochemicals.

To get success in to the marketing it is important to know the

competitors promotionalstrategies which they use to promote their
product in the market. Sales of the product aredepended on the effective
promotional strategies adopted by the company. To know the
promotional strategies adopted by close competitors data was collected
from dealers of NACL and their competitors as well as from the
company personal as secondary data.From the observation of the data it
is found that promotional strategies adopted by thecompany are more or
less same as the other companies which followed for promotion.From
this it is found that some brands are well established in the market and
they dontrequire more efforts to promote their product they use intensive
promotional strategieswhile launch of new product molecule and this
can be more or less applicable in the case of NACL. Other than the
promotional activities for farmers companies provides someincentive
scheme to their dealers like sole stockiest margin, matching discount,
paymentincentive, rebate agreement, yearend performance incentive,
differential discounts with thehelp of which company is able to increase
their sale. But in case of NACL moreimportance is given to the farmer.
So, company concentrates more on quality and results of products which
induce or pull the farmers to purchase their products.e . g .
W o r r i e r , D u n e t , C a n o n , P r o f e x e t c For the Effective
marketing there are various activity some same marketing activityare
used by various company which are show in chart 3.18 most of company
throughanalysis it clear that they do more concentration on
demonstration and field visit about31per cent each companies priority,
and after that advertisement and Exhibition inadvertisement there are
various activity such as distributing pamphlets, leaflets,
postersetc.and also painting,bannering, exhibition like kharif melava,
rabi melavas etc.about 13per cent priority to exhibition, and other
categories 11 per cent.
Table: 3.5 Competitive marketing strategies of various companies
.
Particular Nagarjuna Syngenta Bayer Excel Tata ralliesPricingstrategy
SkimmingStrategySkimmingStrategySkimmingStrategySkimmingStrategySkimmi
ngStrategy
BrandAwareness
Moderate High High Moderate Moderate
Productavailable.
ModeratelyavailableVery high

for allproductVery high

for allproductLow orModeratelyLow orModerate

Creditnote
3 month 3month 3 month 3 month 3 month
Margin
Up to 10 % 5-6% 5-6% 5-6% 7-8%
Field staff
Very lowfield staff atbottom levelTrainedfield staff atfield levelHighTrainedfield staff
atfield levelNo NoIn above table there are various companies marketing activities
are shown throughthat it clear Syngenta and Bayer Agrochemical Company having
strong work on theremarketing activity other than other company. As concern of
Nagarjuna there pricingstrategy is skimming they give priority to quality using pull
marketing strategy, like Naclother companies also use this strategy. In relation with
brand awareness Syngenta andBayer have strong brand image than other. field
staff are more in Syngenta and in Bayer,margin to the dealer is more of Nagarjuna
and Tata rallies, Syngenta and Bayer and withaspect of availability also Syngenta
and Bayers products availability is more than othercompanies product availability .
3.7.2 Strategies of competitors for increasing their sale and brand image
Continuous addition of new molecules in every year.Mega Farmers Meeting
Monthly 3 with S.O. & D.O. in peak season.Arrange Rally for prime
products.Agriculture Scientist along with studied local farmer debates for pesticide
schedule.
3.7.3

Marketing activities different companies.

1) Syngentas contact strategy.a) Krushi Shakti unit in Maharashtra :Dindori : -
( Nashik)Tasgaon :- ( Sangali)Manchar :- ( Pune)
2) Bayara) Annual dealers meeting at district levelb) New
product Launching programc) Project officer at Taluka level3)
BASFa) Launching program at Taluka level4) Other
Companiesa) Provide gift to dealers
3.8 Market Share of Nagarjuna in Junnar and Khed Area
In chart it showed that total turnover of all dealers about 44
crore and 55 lakh inwhich Nagarjunas turnover is 1 crore and 70
lakh in financial year 2010-11 above piechart it shown that
Nagarjuna had 4 per cent share in total Agrichem sales
in financial year2010-11, there was 96 per cent of potential for
Nagarjuna to capture market share in studyarea, Nagarjuna had
positive growth rate.
3.9 SWOT AnalysisStrengths
o

Brand image of NAGARJUNAS helps to selling the products.

o

One of the companys strength is its power brands are Canon,

Profex, and Profexsuper.
o

Well established marketing channels.

o

High product range

Weaknesses
o
Less promotion.
o
Low campaigning and less number of field demonstrations by the company.
o
Companies sale in study area is depend on very few products.
Opportunities
o
Successes of company in boosting the product on global competition.
o
Greater market access.
o
Tremendous Scope for Gaining high market share through promotion of qualityproducts.
Threats
o
Poor field development work led to attract the market competitors.
o
Focus On a particular product other than all Products.
o
Change in government policies.
o
Residue of Agrochemicals seen in various fruits, Vegetables and Soil sample therefor threat of
ban on some Agrochemical.
3.10 FINDINGSFindings
1) In all 87 per cent of farmers were aware about Nagarjuna Agrichem Ltd products.2) Amongst
the aware farmers 91 per cent farmers were users Nagarjunas products.3) Nagarjuna promoted its
products through field visits up to 23 per cent , Hand bills 25 percent, Advertisement and field
demonstration 18 per cent, respectively, remaining 16 percent t exhibition
and krishimelas.4)Nagarjunas major competitors were Syngenta ,Bayer, who had cent per cent
awarenessthen BASF having 78 per cent, Tata Rallies 67 per cent, Excel 60 per cent
awareness.5) The marketing strategies of other companies (competitors) were to give more
fielddemonstration and Field visit then advertisement, exhibition.6) There were cent per cent
awareness of Nagarjuna products amongst the Dealers.7) In the study area Syngenta products
were more famous and had more market share thanother agrochemical company.8) Nagarjunas
some particular products were famous in study area.9) Nagarjunas total market sale was about
1.70 crore with having 4 per cent share in totalAgrochemicals in the study area
3.11Conclusions
1. On the basis of awareness and market share it
is concluded that Nagarjuna has goodmarket
potential in the study area.2. The farmers are
satisfied with the use of NACLS product of
its quality.3. The company has provided the less
attention on the Field demonstration.4.
Nagarjuna is focusing only on 3 products i.e.
Canon, Profex, and Profex super.
3.12Suggestions
1. Company should concentrate on marketing of
all the other products rather thanconcentrating
only products such as Canon, Profex, and
Profex super.2. Design plan to make such
community to the famer which would bound
them forpurchase of company products. Like
other companies such as. Syngenta Krishi
shaktiwhich provides consultancy service to
farmer for guiding them and make
companiespromotion.3. Suggestion for Brand
Awarenessa) Involve slogan on pocket.b)
Sponsor major events
REFERENCES
REFERENCESBooks
Philip Kotler, Gary Armstrong, John Saunders VeronicaWong, 1999.

Principles of Marketing

,
Book published by Prentice Hall Europe, London. ISBN 0-13-262254-8,Pages- 142-363
Acharya S. S. and N. L. Agrwal. 2004. Agricultural
Marketing in India
, Book published byOxford and IBH publishing company, Private Limited, New Delhi-110001.
ISBN-81-204-1636-8. Pages 221-235
Paul E. Green, Donald S. Tull, Gralald Albaum 2008.
Research for Marketing Decisions

,Book Published by PHI Learning Private Limited, New delhi-110001.ISBN-978-81-203-07557-

5, Pages-280-338
Website
·
www.nacl.org
·
www.nagarjunagroup.com
·
www.agrowpages.com
·
www.google.com
·
www.wikipedia.com
·
www.cropnosis.org
·
www.adbio.com/science/agri-history
·
www.agronews.com
·
www.pmfi.com
·
www.vpgcrop.com
·
www.eoearth.org
·
www.agf.gov.bc
APPENDICES

61
71
VITA
VITA
Mr. Babasaheb Bhaurao Thatawale(Regn. No. 10/370)A
Candidate for the DegreeOf Master of Business Administration
(Agri.)-2011-
Title of Project:
Brand Awareness of Nagarjuna Agrichem Limited in Junnar
andKhed Tahsils of Pune District
Department :
Master of Business Administration (Agri.)
Bio-Graphical InformationPersonal:
Born at kawaddhan tahsil: Sailu, District: Parbhani,On April23
rd
1987, Son of Shri. Bhaurao Baburao ThatawaleAnd Mrs. Laxmi
Bhaurao Thatawale.
Educational Qualification:
Passed SSC from Nutan Vidhyalaya Sailu in 2003

Passed HSC from Nutan Mahavidhyalaya Sailu in 2005

Completed graduation from Rajiv Gandhi Agriculture

CollegeParbhani under MAU Parbhani in between 2005-2009.
Permanent Address:
Thatawale BhuvanSarangi Galli, Walur Road sailuTq; Sailu
Dist; Parbhani(431503)Phone No-02451 217004Mobile No.
9423686113E-mail:
babsthatawale@gmail.com