Vijay Patil Mba

Analysis of Market Status & Marketing Strategy of MAHABEEJ
INTRODUCTION TO THE PROJECT
In today's world of globalization, liberalization and cutthroat
competition every company is trying to get ahead of other competitors by
using different ways. The manufactures of today's world need to produce only
those things which customers demand. You cannot produce any thing and
force mass consumers to use it, because today's consumer has many
alternative and different kind of requirements.
Maharashtra is fortunate to have very varied agro climatic zones
in the state spread over various soil types and supporting cultivation of
different and large number of crops including horticulture. If we look into
industrial belts in and around Murnbai, Pune, Aurangabad and Nashik, then
the major economy of the state depends on agriculture.
Maharashtra has 20 Million Hectare of land under cultivation.
Per capita land holding varies but is sufficiently large and though perennial
sources of irrigations are not many, farmers have tried to tap ground water
resources or have adopted several innovative water harvesting technologies
along with use of sprinklers and drip irrigation on a large extent.
Around 100 seed companies at present cater to the seed demand
of Maharashtra farmers and Maharashtra State Seeds Corporation enjoys 50%
market share amidst tough competition and is market leader.
I.B.M.R.D. ,A’Nagar 1
ORGANISATION PROFILE
The Maharashtra State seeds corporation limited (MSSCL) with its
registered office at Akola was established in 1976 with an objective to
provide quality certified seeds to the farmers of Maharashtra at affordable
rates and now is recognised as one of the best seeds corporation in India. The
farmers and seed growers were made holders of the corporation. Because of
untiring efforts of MSSCL, now Maharashtra is the largest certified seed
consuming state in the country and for its efforts MSSCL has been awarded
National productivity Award for seven consecutive times by National
productivity council.
Over the period of time the activity of corporation has increased
to whole of the Maharashtra State and even states outside Maharashtra like
Andhra Pradesh, Madhya Pradesh, Gujarat, West Bengal etc. The
corporation is having its district offices in 26 major districts of
Maharashtra and a dealer network of 1400 dealers making it possible to
make to seed available at farmers door step. The corporation at present is
dealing with seeds of 52 crops and 228 varieties. In seed industry MSSCL
Ltd. is the only Seeds Corporation in India having financial turnover of more
than Rs. 200 Crores (Rs. 2000 millions).
The physical and financial turnover for turnover of the current year is as
below
Financial year Physical Turnover Financial Turnover

1996-97 40848 109.40
1997-98 48491 115.28
1998-99 69098 178.63
1999-2000 53447 138.25
2000-2001 53475 123.60
2004-2005 83741 199.37
Provisional
The corporation is marketing leader in the state of Maharashtra.
To cater the need of the market, seed production programme is organised in
Maharashtra as well as in other, states of the country particularly for the
crops, which are not possible to be produced in Maharashtra to the extent
required, like Hy. cotton, Hy. Jowar, Soybean, Groundnut etc. viz. Andhra
Pradesh, Madhya Pradesh, Gujarat, Uttar Pradesh, Himachal Pradesh,
Karnataka and Tamilnadu etc. During 1997 - 98 the production programme is
organised on 1, 40,000 Hect. by 40,000 growers to produce 52,500 mt. of
certified.
The MSSCL has established its own seed processing plants for
cereals, pulses, oilseeds and cotton seed all over Maharashtra. There are also
seed processing plants established in Madhya Pradesh and Andhra Pradesh.
The total seed processing capacity of MSSCL is around 45,000 ml. aNd it is
fully utilised. There are two cotton dry gas delimiting plants established in
1984 at Akola and Parbhani are of unique kind in the country. Further the
corporation has completely undertaken the modernisation of processing plants
under National seeds project with the assistance of Govt. of India at a cost of
more than Rs. 10 Crores. Some new concepts in processing have been
introduced for the first time by MSSC Ltd.
The MSSCL is run as a highly professional organisation having
good infrastructure and a almost 300 Agriculture Graduates and Post
Graduates staff which are working in the field and qualified team of
processing engineers.
For its future growth plan the MSSCL is concentrating more on
research and development, bio-technology establishment such as Tissue
Culture, Transgenic Hybrids and varieties of various crops, advanced seed
processing, packing, storage etc.
In 2004-2005 MSSCL got the Utkrushtta Award and the
managing director Anup Kumar got the Udyog Ratna Award of the year.
PRODUCT PROFILE
The corporation at presents deals in seeds of 52 crops and 228 varieties.
1. HY. JO WAR 2. HY. COTTON 3. IMP. COTTON

A) CSH-9 A) NHH-44 AMERICAN VARIETIES
A) CSH-14 B) H-6 A) LRA-5166
A) M.BEEJ-7 C) H-8 B) AKA-84635
D) CSH-6 D) PKVHY-2 C) DHY-286
E) MAHABEEJ-2 DESHI VARIETIES
F) PKVHY-4 A) AKA-8401
(CAHH-8) B) AKA-5
C) AKA-7
4. HY. BAJRA 5. IMP. BAJRA 6. MOOG
A) RHRBH-8609 A) ICTPA-8203 A) KOPARGAON
(SHARADHA) B) S-8
B) SABURI C) AKM 8802
7. UDID 8. TUR 9. GROUNDNUT
A) TAU-1 A) ICPL-87 A) B-XI
B) TAU-2 B) BDN-2 B) JL-24
C) TAU-4 C) ICPL-871191 C) ICGS-XI
(ASHA) D) ICGS-44
D) C-XI
E) BSMR-736
F) FSMR –853
10. SESAMUM 11. SOYBEAN 12. JUTE
A) PUNJAB-1 A) JS-8021 A) JRO-524
B) JLT-26 B) JS-335
C) AKT-64 C) MACS-13
D) MACS-124
E) PK-472
F) MAUS-47
13. RABI JOWAR 14. SAFFLOWER 15. HY.SUNFLOWER
A) M-35 (Maldandi) A) BHIMA A) PKVSH-27
B) RSV-9-R B) SHARDA B) MAHABEEJ 933
(SWATI)
C) RSLG-262
(MAULI)
D) PHULE YASHODA
16. IMP. SUNFLOWER 17. GRAM 18. WHEAT
A) MORDEN A) G-5 A) HD-2189
B) SS-56 B) BDN-9-3 B) AKW-1071
C) ICCV-2 C) HI-977
D) ICCV-10 D) MACS-2496
E) ICCV-37 E) HD-2501
F) KAK-2 F) LOK-1
19. PADDY
A) RATNA
B) JAYA
C) SUWARNA
D) IR-36
E) IR-64
F) MTU-2067 (Chaitanya)
G) PNR-381
H) PUS A BASMATI-1
I) KARJAT-4
RESEARCH METHODOLOGY
OBJECTIVES OF THE STUDY
"To study market status and marketing strategy of
MAHABEEJ IN AKOLA REGION"
Akola Region includes following districts:-
1) Akola
2) Washim
3) Buldhana
4) Amravati
5) Yeotmal
Tool:-
In conducting the survey tool used was questionnaire. The
questionnaire was prepared by considering the object. The questionnaire was
both open and close end.
Sampling method :-
As the area under survey was large, the method used was non-
probability sampling and my research was exploratory in nature.
Sample unit :-
Sample unit are the dealers, sub-dealers and non-dealers of
Mahabeej in Akola region i.e. 3 districts.
Sample Size:-
Region Akola: - Akola, Buldhana, and Washim Dist.
District Dealer Sub-dealer Non-dealer Total dealer
Washim 6 5 1 12
Akola 17 5 2 24
Buldhana 11 2 5 18
Total 34 12 08 54
Coverage:
200 dealers approximately.
27 % of Population was covered by me.
LIMITATIONS OF THE STUDY:
• The number of respondent interviewed stand out lot which lead to
sample error.
• Time span for the project was of 2 months.
• It was difficult to get authentic information's from dealers.
ANALYSIS & INTERPRETATION
Table No. 1 Showing agriculture input which dealer supply most
Districts Seed Fertilizer Insecticide Weedcide Equipment Manure
Washim 12 09 09 03 05 01
Akola 24 20 19 04 06 04
Buldhana 18 14 08 03 05 02
Total 54 43 36 10 16 07
Graph No. 1 Showing agriculture input which dealer supply most
60
54
50
43
No. of Dealer
40 36
30
20 16
10
10 7
0
Seed Fertilizer Insecticide Weedcide Equipment Manure
Agriculture Inputs
Interpretation :-
From the above table and graph it can be conclude that in the combined
analysis of 3 districts:
1. All dealers are selling the seeds.
2. Most of the dealers are selling fertilizers also which is followed by
insecticides and weedicides.
Table No.2 Showing company's seeds supply by the dealers most
Company Washim Akola Buldhana Total %

12 24 18 54
Mahabeej 11 22 16 49 90.74
Mahyco 10 20 12 42 77.78
Mahalaxmi 06 18 07 31 57.07
Ajit 05 20 05 30 55.56
Ankur 05 20 13 38 70.57
Nujividu 04 20 10 34 62.96
Paras 09 16 08 33 61.11
Shree 04 06 09 19 35.08
Eagle 10 04 10 24 44.45
A.shwara 02 14 08 24 44.45
K. 04 02 04 10 18.51
Sanjivani
Nirmal 04 08 06 18 33.34
Tulsi 03 04 - 07 12.96
Nanded - 06 02 08 14.82
Cynzenta - 04 - 04 10.00
M. Gujarat - 03 04 07 12.96
Nandi 02 02 02 06 11.12
J.K. Seeds 01 05 - 06 11.12
Pro. Agro - 04 02 06 11.12
Anup - 02 04 06 11.12
Moti 01 02 03 06 11.12
100
90
80
70
Mahabeej
Mahyco
Mahalaxmi
60 Ajit
Ankur
Dealers
Nujividu
Paras
Shree
50 Eagle
A. Shw ara
K. Sanjivani
Nirmal
Tulsi
40 Nanded
Cynzenta
M. Gujarat
Nandi
30 J.K.Seeds
Pro.Agro
Anup
Moti
20
10
0
Name of Company
Interpretation :-
From the above table and graph we can interpret that
1. Mahabeej is supplied in large volume and is a market leader.
2. Mahyco is the second most supplied seeds company.
3. The other brands are supplied in a very less quantity.
A) Name of crop seed ——> Soybean - JS335
Table No.3.1 Showing company's soybean seeds supply by the dealers
most

12 24 18 54
Mahabeej 10 07 04 21 38.88
Paras 08 02 02 12 22.22
Eagle 08 04 06 18 33.35
Mohan 01 - - 01 1.85
M. Dhan 01 02 - 03 5.55
K. Dhan 01 02 01 04 7.40
Total 29 17 13 59
Graph no:3.1 Graph showing soybean seed supply
120
100 K.Dhan
M.Dhan
Dealers (%)
80
Mohan
60
Eagle
40 Paras
20 Mahabeej
0
Company's name
Interpretation : The above graph depicts that Mahabeej is the leader in
Soyabean having 38.88% of the market share. The nearest competitor Eagle has
hold on 33.35%, followed by Paras 22.22%.
B) Name of crop seed ——> Jowar -
CSH-9/SPH-388/MLSH-293/8201/8562/JK-22/PGS-65,77
Table No. : 3.2 Showing Jowar seed supply

12 24 18 54
Mahabeej 07 12 05 24 44.44
Mahindra 03 09 07 19 35.18
Pioneer 02 08 02 12 22.22
Proagro 01 04 04 09 16.66
JK seeds 03 07 02 12 22.22
Mahyco 04 08 06 18 33.33
Paras 04 05 03 12 22.22
Total 24 53 29 106
Graph No. 3.2 Graph showing Jowar crop seed supply
50
45 Mahabeej
Percentage of dealers
40 Mahindra
35
Pioneer
30
25 Proagro
20 JK seeds
15 Mahyco
10
Paras
5
0
Name of companies
Interpretation :-
By above graph shows analysis we can interpret that in crop of
Jowar –Mahabeej – (CSH-9), Mahindra – (CSH-9) and Mahyco – (CSH-9) are
mostly seeds supplying companies. CSH-9 is the most supplied seed from
Mahabeej.
C) Name of crop seed — Moong - Kopargaon/Nawal/Navinya/K-851
Table No.: 3.3 Showing supply of Moong seed
Washim Akola Buldhana Total

Company %
12 24 18 54
Mahabeej 06 18 12 36 64.66
Nirmal 04 10 04 18 33.33
Paras 03 10 03 16 29.62
Mahindra 03 11 05 19 35.18
Ankur 02 09 08 19 35.18
Total 18 58 32 108
Graph No.33
GRAPH SHOWINGMOONG SEED SUPPLY

% of Dealers
64.66 33.33 29.62 35.18 35.18

1
Mahabeej
Nirmal
Paras
Mahindra
0% 30% 60% 90% 120% Ankur
Name of Company
Interpretation :-
The main competitor of Mahabeej in crop Moong are Mahindra – Kopargaon,
Ankur – Kopargaon, Nirmal – Navinya but Mahabeej is still the leader
D) Name of crop seed Tur – ICPL-87/LRG-30/BSMR7-36/ICPL-
87119/ICP-8863/Shree Ganesh
Table No. : 3.4 Showing supply of Tur seeds

Company %
12 24 18 54
Mahabeej 04 14 08 26 48.14
Shree 02 11 06 19 35.18
Mahindra 03 07 03 13 24.06
Nirmal 02 05 02 09 16.16
Total 11 37 19 67
Graph No.3.4 :
Graph Showing Supply of Tur seed

48.14
50
45 35.18
40 Mahabeej
35 24.06 Shree
30 Mahindra
16.16
% of 25 Nirmal
De alers 20
15
10
5
0
Name of Company's
Interpretation :-
From the analysis of crop Tur we found the main competitors of
Mahabeej (ICP-8863) are :
Mahindra – LRG-30 and Shree – Maruti having market share of 35.14 and
24.06 respectively.
E) Name of crop seed Udid (blackgram) – TAU-1/T-9/VIKAS
Table No.: 3.5 showing the supply of Udid seeds

Company %
12 24 18 54
Mahabeej 07 08 06 21 38.88
A.shwara 02 05 03 10 18.51
K. anjivani 05 04 02 11 20.37
Ankur 03 02 01 06 11.11
Nirmal 02 01 01 04 7.41
Mahindra 02 02 02 06 11.11
Shree 03 01 01 05 9.25
Eagle 05 01 02 08 14.81
Paras 05 02 01 08 14.81
Total 34 26 19 79
Graph No.: 3.5

Graph showing supply of Udid seeds(in %)
14.81
38.88 Mahabeej
14.81
A. Shwara
K. Anjivani
9.25 Ankur
Nirmal
11.11
Mahindra
18.51 Shree
7.41 Eagle
11.11
Paras
20.37
Interpretation :-
From the above analysis we found the main competitiors of
Mahabeej (TAU-1/T-9) in the crop Udid are Krishi Sanjivani – TAU-1,
Amareshwara – TAU-1 and people prefer Mahabeej more than others.
F) Name of crop seed --  Public Cotton –
NHH44/H8/H10/DCH/PKVHY2/AHH468/JKHY1/PKV4/H6/LK86.
Table No. 3.6 : Showing supply of Public Cotton seeds

Company %
12 24 18 54
Mahabeej 06 19 12 37 68.11
Mahyco 04 12 08 24 44.44
Ajit 02 10 07 19 35.18
Ankur 05 14 09 28 53.70
A.shwara 02 11 05 18 33.33
Paras 05 10 08 23 42.59
Nirmal 01 07 04 12 22.22
Nujividu 04 13 07 14 44.44
Shree 03 06 05 24 25.92
Mahindra 02 05 03 14 18.51
Total 34 107 68 209
Graph No.: 3.6 Showing supply of Public Cotton seeds by different Dealers.
Graph showing supply of P.Cotton (in%) Mahabeej

18.51
25.92
Mahyco
68.11
Ajit
Ankur
44.44
A.Shwara
Paras
44.44
22.22 Nirmal
Nujividu
Shree
35.18
42.59 Mahindra
53.7
33.33
Interpretation :-
From above analysis we can say that the main competitors of
Mahabeej (PKVHY-2) in crop Public Cotton are Mahyco –
NHH44, Ankur -651 and Nujividu-DCH32. In this sector most of the
market is dominated by Mahabeej.
G) Name of crop seed Improved Cotton – LRA-5166/LRK-516/AK-
7/AK-5/AJIT-55/Chamtkar/NavinyA-6/Barkat/DHY-268/Rajat.
Table No.: 3.7 Showing supply of Improved Cotton
12 24 18 54
Mahabeej 05 14 09 28 51.25
Mahyco 03 10 06 19 35.18
A.shwara 01 08 03 12 22.22
Ajit 02 06 05 13 24.05
Paras 03 08 07 18 33.33
K.sanjiva 01 07 04 12 22.22
Shree 03 11 04 18 33.33
Mahindra 02 10 06 18 33.33
Nirmal 02 09 03 14 25.92
Total 22 83 47 152
Graph No.:3.7 showing Imp. Cotton supply by Dealers.
Improved Cotton supply graph

Mahabeej
60
Mahyco
50
A.Shwara
40 Ajit
Dalers
30 Paras
in %
K.Sanjivani
20
Shree
10
Mahindra
0 Nirmal
Name of company's
Interpretation :-
In improved cotton there are following companies in the competition of
Mahabeej (AK-5, AK-7) are
Mahyco - Chamatkar
Nujividu - Banni
Paras - LRA5166
Shree - LRA5166
Table No.: 4.1 showing most popular variety in Washim District
WASHIM (District)
Company Variety Reason

i) High Yield
Mahabeej Soyabean (JS-335) ii) Quick Germination

iii) Suitable for Soil
iv) Double crop possible
Eagle
From above analysis we stands of the result that the Soybean (JS335) of the
company of Mahabeej and Eagle is most popular in this Washim district.
Table No.: 4.2 showing most popular variety in Akola District AKOLA
(District)
Mahabeej PKVHY2/AK5/AK7 i) According to the past result

Ankur NHH44/651 (Cotton) ii) Better result of yield,
iii) Suitable for land
Nirmal Kopergaon/Naval
iv) Germination is good.
Mahyco Kopergaon
Nujividu Banni
From the above analysis we can derived the results that cotton and Moong of
the above the companies are most popular in Akola district.
Table No.: 4.3 showing most popular variety in Buldhana District.
BULDHANA (District)

Mahabeej Cotton => PKVHY-2 i) Combine crop suitable with
Ankur AKA5/AKA7/NHH44, cotton, intercropping possible
651 ii) Better result of yield,
Nirmal Navinaya
iii) Better result
Mahindra Jawar 296/CHS9
iv) Germination also good.
Shree Renuka
From above the reason the cotton and Jawar of the above companies are most
popular in the Buldhana district.
Table No.: 5 Showing the deposit required by the company per dealership and
the rate of interest paid on it.
Company Amount Rate in %

Mahabeej 10000 12
Paras 10000 11
Ankur 10000 11
Mahyco 10000 3
Shree 8000 2
Amareshwara 5000 10
Narmada 10000 9
Proagro 10000 11
Ajit 10000 11
Nirmal 10000 10
Krishidhan 5000 5
Nujividu 5000 10
Interpretation :-
Above analysis shows, Mahabeej deposit scheme is reasonable comparatively
other private companies. Average amount to be deposited in the
company for the dealership is Rs. 10000/ .
Interest rate paid by MSSCL is 12% which is highest among all the
companies.
Graph No.: 4 showing that Dealers have 100% confidence in MSSCL.
100%
Interpretation:
Above figure shows 100% dealers have confidence on the MSSCL because
MSSCL provide them with better quality, service, products at very
competitive price. The corporation is also taking feedback from dealers as
well as farmers through dealers meetings, seminars and conferences. Proper
customer care is taken by the company.
Q. (7) Why do you prefer Mahabeej ?
Reasons :-
< Demand and quality assurance.
< Complete range of popular crop is available.
< Good service.
< Germination also good.
< It is very beneficial for the illiterate farmers.
< Farmer satisfaction.
< Better average yield.
< Reasonable rates.
< Other Pvt. Company are in control due to MSSCL.
< Govt. Authorised Corporation.
< Goodwill to the MSSCL (old is gold).
Table No : 6 Showing the response of dealers on meeting taken by MSSCL.
Sr.No. Response Total Dealers

1 Positive 34
2 Negative
Dealers response 20
Total 54
Graph No.: 5 showing response of dealers on meeting taken by MSSCL.

20
Positive
Negative
I.B.M.R.D. ,A’Nagar 34 24
Positive Response:-
• They get information mat they provide to farmers.
• Information about various schemes.
• To get the idea about the future condition in the agriculture marketing.
• Can meet with the other dealers.
• Information about tile new product of MSSCL.
• Any problem get solved
• Discussion take place on mat particular season.
• Future availability of the weds and other information.
Negative response
• It is just formality.
• It is not useful for the dealers.
Table No.:7 Showing the opinion of dealers on the benefit of POP (publicity
on papers) provided by MSSCL.
Sr. No. Response Total Dealers

1 Positive 42
Graph showing opnion of dealer on POP
2 Negative 12
Total 12
54
Graph No.6 Showing the opinion of dealers on the benefit of POP (publicity
on papers) provided by MSSCL
I.B.M.R.D. ,A’Nagar 42 25
Positive Negative
Interpretation:
From above figure overall 79% of dealers have got the benefits from POP
provided by MSSCL.
Q. (10) How do you use that POP in your sale ?
From the graph no. 6 we can say mat 79% of dealers give the +ve response.
Following are their response :-
• Advertisement is done through POP.
• POP give to the farmers when they purchase seeds.
• Farmers get information from the diaries.
• POP gives more information about the new products.
Modification in the following things of MSSCL
Table No.8.1 : Showing response of dealers about packing
i) Packing :-
Sr.No. Quality No. of dealers In %

1 Good 06 11.11
2 Average 16 25.92
3 Old 32 59.25
Total 54
Graph No 7.1
Graph showing Opinion of dealer on packaging
11.11
25.92
59.25
Good Average Old
Interpretation :-
Maximum dealers said that the packing of MSSCL looks very
old. So it should be fresh & attractive.
Table No. 8.2 : Showing Opinion of dealers about size of packing
ii) Size :-

1 Good 42 83.83
2 Average 08 14.08
3 Excellent 04 07.41
Total 54
Graph No.7.2
Graph showing opinion of dealer about

size of packing
Good
7.41
14.08 Average
Excellent
83.83
Interpretation :-
According to the above graph 83.83% of dealers, the size of the sack is correct
and suitable for the farmer’s requirement.
Table No.8.3 : Showing opinion of dealers on price
iii) Price :-
Sr. No. Response No. of dealers In %
1 Good opinion of dealers
Graph showing 12 on price 22.22
2 Moderate 20 37.03
3 Reasonable 22 40.74
Total 40.74 54 22.22
Graph No. 7.3 ( Figures in % age) Good

Moderate
Reasonable
37.03
Interpretation :-
According to above graph prices of MSSCL product are reasonable as

compared to the private companies. The quality of the MSSCL products are
also better than their competitors.
Table No.: 8.4 showing opinion of dealers on advertisement
iv) Advertisement :-

1 Good 15 27.77
2 Average 12 22.22
3 Essential 08 33.33
4 Graph showing opinion of09
Not essential dealers on 16.66
Total advertisement54
16.66
Graph No.7.4 ( Figures in % age) 27.77
Good
Average
Essential
I.B.M.R.D. ,A’Nagar Not essential 29
33.33 22.22
Interpretation :-
According to the above graph 33.33% of dealers said that the,

advertisement is good for sale volume and 16.66% of dealers said
advertisement are not essential because MSSCI has established its name
In the market & all farmers know about MSSCL and its products.
Table No. 8.5 Showing opinion of dealers on seminars and conferences
v) Seminar/conferences :-
Sr.No. Response No. of dealers In %
2 Not essential 19 35.18
Total 54
Graph No.: 7.5Graph

( Figures in%age) opinion of dealers on
showing
seminars and conferences
Essential
35.18 Not Essential
64.81
Interpretation :-
In the above graph 64.81% dealers said that, the seminars and
conferences are essential and 35.18% dealers said that they are not essential.
vi) Campaigning :
Table No. 8.6 Showing opinion of dealers on campaigning.
2 Not essential 29 53.71
Total 54
Graph No.: 7.6 (Figures in %age)
Graph showing opinion of dealers on

campaigning
46.29
53.71 Essential
Not Essential
Interpretation :-
From the above graph we can depict that 46.09% dealers says that
campaigning is essential for MSSCL, since it gives information about the
product and thus increase the sales volume.
53.71% says that it not essential.
Table No. :9 showing farmers preferences before purchasing seeds

1 Certified seeds 32 59.25
2 Research seeds 12 22.22
3 Label seeds 10 18.51
Total 54
Graph No. : 8
Graph showing preferences of farmers before

purchasing seed
18.51 59.25
Certified seeds
22.22 Research seeds
Label seeds
Interpretation :-
From the graph we can say that Farmers give importance to certified
seeds because they believe that all the certified seed are of good quality and
comparatively researched seed and label seeds are purchased rarely.
Table No.:10 showing types of seed the farmer prefer most

Sr. No. Type of seeds No. of dealers In %
1 National Seed Corp. 02 03.71
2 State Seed Corp. 50 92.59
3 Agri. Uni. 02 03.71
4 Rea. By Seed Co. 00 00.00
Total 54
Graph No.: 9
Showing types of0 seed the farmer prefer most
3.71 3.71
National seed corp

State seed corp.
Agri. Uni.
Rea. By seed Co.
92.59
Interpretation :-
From the graph we can say that Farmers give importance to state seeds
because they believe that all the state seed are of good quality and most of the
farmers use the state seeds corporation seed. No body uses the Research seed.
Table No.:11 Showing where farmers would like to get the seeds
Sr. No. Place No. of dealers In %

1 From village societies 00 00.00
2 From T.K.V.S. 01 01.85
3 From K.S.Kendra 48 88.55
4 From Agri.Uni. 02 03.70
5 From Farmers 03 05.55
Total 54
Graph No.:10
Showing where farmers would like to

get the seeds
5.55 0 1.85
3.7
From village societies

From T.K.V.S.
From K.S. Kendra
From Agri. Uni.
From Farmers
88.55
Interpretation :-
From the analysis we can say that most of the farmers like to get the
seeds from the Krishi Seva Kendra because they feel that they are not being
cheated there.
Table No.:12 showing the deposit schemes of MSSCL in comparison with
others.

1 Excellent 04 07.41
2 Good 18 33.33
3 Fairly good 22 40.75
4 Poor 10 18.51
Total 54
Graph No.: 11
Showing the deposit schemes of MSSCL in

comparison with others
18.51 7.41
33.33 Excellent
Good
Fairly good
Poor
40.75
Interpretation :-
From the above analysis we can say that the deposit schemes of
MSSCL are fairly good and other feel that they are good.
Table No.: 13 showing what dealers think about MSSCL increasing its
sale by selling other agricultural inputs.

1 Yes 14 25.92
2 No 40 74.07
Total 54
Graph No.: 12
Showing what dealers think about MSSCL

increasing its sale by selling other agricultural
inputs
25.92
Yes
No
74.07
Interpretation :-
Above analysis shows that 25.92% persons said that MSSCL should not
increase its sale by selling agricultural inputs because they should concentrate
only on seed.
Table No.: 14 showing about Agriculture input ( If Yes, then)

1 Fertilizer
Response 08 input
to Agriculture 57.14
2 Insecticides 06 42.85
Total 14
Fertilizer
Insecticides
Graph No.: 13
42.85
I.B.M.R.D. ,A’Nagar
57.14 36
Interpretation :-
From above analysis we can say that MSSCL should increase its sale
by selling other agricultural inputs such as fertilizers & insecticides.
FINDINGS
1. MARKET LEADER:
MSSCL is the market leader in the state of Maharashtra and the
Corporation is one of the best-known marketing pioneers in the market.
2. CUSTOMER CARE:
The corporation care a lot for its customer i.e. farmers and
dealers. They are also famous for providing qualitative services. They are in
constant touch with the customers.
3. RESEARCH & DEVELOPMENT:
MSSCL is Research and Development department is
continuously implementing various new techniques and research on seeds.
4. A TRUE FRIEND:
Farmers and dealers have confidence on MSSCL. They treat it as
a "BLOSOM FRIEND" whom they know from the beginning.
5. PROMOTIONAL ACTIVITY:
Corporation is continuously implementing various schemes like
Dealer meetings, seminars, conferences for getting consumers feed back and
suggestion for seed improvement.
CONCLUSIONS
1. Market leader :-
The company is no doubt market leader and does not face much
competition for its Varieties. It captures almost 50% of the seeds market.
2. Customer care:-
The corporation is constantly taking feedback from dealers as
well as farmers through dealers meetings, seminars and conferences. Proper
customer care is taken by the company.
3. Price :-
The prices of all crop varieties are reasonable. Company
provides competitive price for various crop seeds.
4. Performance :-
The performance of the corporation is well in near about all the
agriculture sectors. They are market leader in seeds of Hy-Cotton and Imp-
Cotton. Company is also a leader in Jowar seeds market. They have captured
more than 50% of market in Akola region.
5. Reputation:-
Farmers are attracted towards MSSCL due to its quality and
variety of products. MSSCL is serving the farmers for more than 25 years and
has established it's brand name in the market. It is constant in the quality and
the services.Thus MSSCL has 50% market share in agriculture market and
dealers and farmers have 100% confidence in MSSCL.
6. Packaging :-
One of the weak point of MSSCL is its packaging. The sacks
which they use for packing are old and unattractive.
7. Social Responsibility :-
MSSCL involves in social activities and for farmers they
organise many informative events and programmes in the rural area.
8. Size :
MSSCL is big group having financial turnover of Rs. 100
Crores. Total no. of employees working in MSSCL is more than 300 in Akola
region. Its working region covers almost the whole India.
SUGGESTIONS
1. INCREASE IN SUPPLY
MSSCL has good market so it should produce more and supply
in propionate to requirement. Also the supply should be in time and as per the
booked order and requirement of the market.
2. IMPROVEMENT:
a) It should improve some crop varieties with quality.
b) It should also have variation in weight of bags.
3. INFORMATIONS:
a) Rate of MSSCL should be declared earlier through media.
b) It should give recent information about product and new varieties also the
recent development in new seed through handling seminar and by media.
4. PACKAGING:
Packing should be attractive and usage of fresh white cloth be used for sack.
5. PROMOTIONAL ACTIVITIES:
MSSCL should focus on hoardings, wall paintings, posters, banners mostly in
rural area for making awareness among the farmers. Demonstration on field
should be conduct by field officer in rural area.
6. DISTRIBUTION CHANNEL:
MSSCL should provide the Taluka level godowns. It is useful for delivery and
sale for the dealer.
APPENDIX
QUESTIONNAIRE :-
DEALER DETAIL
Name of the dealer :

Address : Telephone no.:
Qualification : Age :
Q.[1] Which agriculture input do you supply most ?
Seed Fertilizers Insecticides
Weedicides Equipments Manures
Q.[2] of which company’s seeds you supply most ?
 Mahabeej  Mahyco  Mahalaxmi  Ajit

 Nujividu  Paras  Ankur  Shree
 Krishidhan  Nirmal  Tulsi  Nanded
 Amareshwara  Any other
Q. [3] Which crop seeds you supply most ? (Companywise detail )
Name of Company Crop Variety
Q. [4] Which company’s variety is popular in your area and why ?
Name of Company Variety Reason
Q.[5] How much amount you deposited in various company for appointments
of dealership ?
Company Amount Rate of interest [%]
Q.6] Do you have confidence on MSSCL ?
 Yes  No
Q.[7] Why do you prefer Mahabeej ?
Q.[8] What is the impact of “Dealer meeting” taken by MSSCL on you ?
Q.9] Are you getting the benefit from POP (publicity on paper) provided by
MSSCL?
 Yes  No
Q 10] How do you use that POP in your sale ?
Q.11] What do you think about modification in the following things of MSSCL
i) Packing :  Good  Average  Old
ii) Size :  Good  Average  Excellent
iii) Price :  Good  Moderate  Reasonable
iv) Advs. :  Good  Average  Essential
 Not Essential
v) Seminar / Conference :  Essential  Not essential
vi) Farmer give importance to which thing before purchasing seeds ?
 Certified seeds  Researched seeds
 Lable seeds (Truthfull seeds )
Q 13] Which type of seed the farmer prefer most ?
 National seeds corporation
 State seeds corporation
 Agri. Universities seed
 Researched by seeds company.
Q. 14] From where he like to get the seeds ?
 From village societies
 From T.K.V.S.
 From Krushi Seva Kendra
 From farmers.
Q. 15] How is the deposit schemes of MSSCL comparatively others ?
Q. 16] Do you think that MSSCL should increase its sale by selling other
agricultural inputs ?
 Yes  No
If yes,
Which input ? Reason
Any suggestion for MSSCL
______________________________________________
_______________________________________________________________
___________________________________________________________.
LIST OF ABBREVIATIONS USED
1. MSSCL : Maharashtra State Seeds Corporation Limited
2. PKV : Panjabrao Krishi Vidhyapeeth
3. PVT. : Private
4. IMP : Improved
5. HY : Hybrid
6. RH : Research
7. AK : Akola
8. TAU : Tamil Agriculture University
BIBLIOGRAPHY
1) “Marketing Management”
Phillp Kotler 11th edition 2003
2) “Research Methodology”
C.R.Kothari 2nd edition
3) Directory of “MSSCL”
4) www.mahabeej.com
5) Local daily news paper “Desshonnati”
ACKNOWLEDGMENT
This is to express my deep sense of gratitude to

the personalities who helped me to make this project a
reality.
First and foremost. I would like to thank the
Director of Institute. Dr. Shirur for providing me an
opportunity to complete this project.
I would like to thank my project guide Prof. Vargise
who at every step guided me to be correct and accurate
in the proceedings.
The completion of my project however large or
small it may be always due to combination of my efforts
and support by many person specially MSSCL
‘Mahabeej Bhavan’ Amravati road, Akola. A source of

constant inspiration and help in providing whatever
information that was needed to complete my project.
I would like to extend my sincere thanks to Mr.
M.A.H. Khan (G.M. Admn), Mr.B.W.Khule (G.M.Marketing) & Mr. S.S.
Walale (D.M. Mktg.) my project guide, for their immense
help.
I am also thankful to the staff of all the
departments specially marketing, for their cooperation
during my project.
Last but not the least, I thank all of them who were
directly or indirectly associated with this project and
without whom it would have not been possible for me to
best regards.
Vijay Patil
TABLE OF CONTENT
SR. NO. NAME OF CHAPTERS PAGE NO.

1 INTRODUCTION TO THE PROJECT 1
2 ORGANISATION PROFILE 2
3 PRODUCT PROFILE 5
4 RESEARCH METHODOLOGY 7
5 ANALYSIS & INTERPRETATION 9
6 FINDINGS 39
7 CONCLUSION 40
8 SUGGESTIONS 42
9 APPENDIX 43
10 LIST OF ABBREVATIONS USED 47
11 BIBLIOGRAPHY 48

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Analysis of Market Status & Marketing Strategy of MAHABEEJ

INTRODUCTION TO THE PROJECT

In today's world of globalization, liberalization and cutthroat

competition every company is trying to get ahead of other competitors by

alternative and different kind of requirements.

Maharashtra is fortunate to have very varied agro climatic zones

different and large number of crops including horticulture. If we look into

the major economy of the state depends on agriculture.

Maharashtra has 20 Million Hectare of land under cultivation.

resources or have adopted several innovative water harvesting technologies

along with use of sprinklers and drip irrigation on a large extent.

Around 100 seed companies at present cater to the seed demand

of Maharashtra farmers and Maharashtra State Seeds Corporation enjoys 50%

market share amidst tough competition and is market leader.

The Maharashtra State seeds corporation limited (MSSCL) with its

registered office at Akola was established in 1976 with an objective to

provide quality certified seeds to the farmers of Maharashtra at affordable

untiring efforts of MSSCL, now Maharashtra is the largest certified seed

National productivity Award for seven consecutive times by National

Over the period of time the activity of corporation has increased

Andhra Pradesh, Madhya Pradesh, Gujarat, West Bengal etc. The

corporation is having its district offices in 26 major districts of

Maharashtra and a dealer network of 1400 dealers making it possible to

make to seed available at farmers door step. The corporation at present is

than Rs. 200 Crores (Rs. 2000 millions).

Financial year Physical Turnover Financial Turnover

The corporation is marketing leader in the state of Maharashtra.

To cater the need of the market, seed production programme is organised in

Maharashtra as well as in other, states of the country particularly for the

crops, which are not possible to be produced in Maharashtra to the extent

Pradesh, Madhya Pradesh, Gujarat, Uttar Pradesh, Himachal Pradesh,

Karnataka and Tamilnadu etc. During 1997 - 98 the production programme is

organised on 1, 40,000 Hect. by 40,000 growers to produce 52,500 mt. of

seed processing plants established in Madhya Pradesh and Andhra Pradesh.

corporation has completely undertaken the modernisation of processing plants

introduced for the first time by MSSC Ltd.

The MSSCL is run as a highly professional organisation having

good infrastructure and a almost 300 Agriculture Graduates and Post

For its future growth plan the MSSCL is concentrating more on

research and development, bio-technology establishment such as Tissue

Culture, Transgenic Hybrids and varieties of various crops, advanced seed

processing, packing, storage etc.

In 2004-2005 MSSCL got the Utkrushtta Award and the

The corporation at presents deals in seeds of 52 crops and 228 varieties.

1. HY. JO WAR 2. HY. COTTON 3. IMP. COTTON

OBJECTIVES OF THE STUDY

"To study market status and marketing strategy of

MAHABEEJ IN AKOLA REGION"

Akola Region includes following districts:-

In conducting the survey tool used was questionnaire. The

questionnaire was prepared by considering the object. The questionnaire was

both open and close end.

probability sampling and my research was exploratory in nature.

Sample unit are the dealers, sub-dealers and non-dealers of

Mahabeej in Akola region i.e. 3 districts.

Region Akola: - Akola, Buldhana, and Washim Dist.

District Dealer Sub-dealer Non-dealer Total dealer

200 dealers approximately.

27 % of Population was covered by me.

LIMITATIONS OF THE STUDY:

• The number of respondent interviewed stand out lot which lead to

• Time span for the project was of 2 months.