SYNOPSIS ON

PROSPECTS AND CHALLENGES IN MARKETING OF AGRO-BASED INDUSTRIAL CHEMICALS IN ASIA PACIFIC COUNTRIES WITH REFERENCE TO ADITYA INC.
Submitted By: P.K.MANIKANDAN 22205510048 Study Centre:

Institute of Business Management & Technology

#298,100 Feet Ring Road, 4th Phase, 7th Block Extension, Banashankari 3rd Stage, Bangalore-560 085

Research Supervisor: Prof. Arun Mudhol Submitted To:

Dravidian University, Kuppam

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(I) PROJECT DETAILS :

1 2 Project Title: Prospects and challenges in marketing of Agro-based industrial chemicals in Asia pacific regions with reference to Aditya Inc. Specific Area of the Project : Marketing

(II) PROJECT GUIDE DETAILS :

3 4 5 6 Name of the Project Guide: Prof. Arun Mudhol (B.E., MBA, Ph.D.) Designation of the Project Guide : IBMT Dean-Academics Department : Marketing Address : 3847, 13th main, Kumaraswamy layout, 2nd stage, Bangalore-5600 078. Mobile : 9972602007 E-mail : arun.mudhol@gmail.com

(III) COMPANY GUIDE DETAILS :

7 8 9 10 Name of the Company Guide: BPG. Raju (B.E., MBA) Designation of the Company Guide: Vice-President Experience : 8 years Address : Aditya Inc., Archana Enclave, Prashanthi Nagar, ISRO layout, Bangalore-560 078. Mobile : 9482529889 E-mail : bpg_raju@gmail.com

(IV) DETAILS OF STUDENT :

11 12 13 14 15 16 Name : P.K. Manikandan Roll No : 22205510048 Course : MBA Department : Marketing Mobile: 9880639489 E-mail : mani_rams_pkm@yahoo.com

(V) Signature of Project Guide :

------------------------------------------------------------------------------------------------------------------------------DATE: 20.04.2012 PLACE: Bangalore

1. INTRODUCTION
We are in the age of energy crisis and environmental pollution. Today non-chemical methods are becoming more attractive. But developing and marketing more environmentally friendly chemistries is a real challenge. Demand in both municipal and industrial water is increasing at the same time that access to clean water is decreasing. In many markets, there is a trend away from conventional chemical treatments. Advances in technology are leading to the adoption of greener water treatment systems. As we move into knowledge intensive era, characterized by the development of nano, opto, bio technologies, and as the forces of globalization, digitization and innovation shape corporate responses there is no doubt the future business models will be different. Aditya Inc. is a small company started in the year 1975. Over the years it grew from strength to strength by providing eco-friendly solutions be it in chemicals, of textile, pharmaceutical and other manufacturing industries. They have clients allover India and anyone who is using boilers for domestic, industrial and manufacturing use is their client. They have spread all over India and are willing to try out international waters. They are concentrating on the Middle-East, Africa and Asia Pacific countries. This study is an attempt to understand the companys efforts in tapping the Asia Pacific markets. In view of possibilities ahead it is my strong conviction that agro-based chemical industries stands to benefit most as well as perhaps have the most influence on shape of things to come. Moreover my research on Aditya Inc. industry had recreated the new chemical paradigm which is agro based, ecology friendly and most importantly solutions oriented which are on one hand holistic and global, on other hand sensitive to the locale resources from western ghats, ecology, development issues, export operations and challenges of marketing their products to reach Asia pacific countries.

2. Statement of the problem

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The problem of todays concern is of environmental pollution due to the discharge of untreated industrial waste water. But the major problem lies in developing and marketing agro-based industrial chemicals for water treatment to Asia pacific countries. My research comprises the prospects and challenges in marketing of agro-based chemical products to Asia pacific region by Aditya Inc. The region is dynamic, entrepreneurial and, now, fully entitled to claim its place on the world stage as the principal driver of global economic and business growth. The marketing challenges cover the market access strategies, barriers, outreach strategies, business environment, government rules, regulatory policies and taxation, health and safety measures to promote well being. The uncertain economic situation is the most pressing challenge for the industry. The impact of market changes affects their marketing operations and global economic downturn is also a continued point of concern in Asia pacific regions. At times the challenges can be immense, but so too the rewards.

3. Objectives of research
To identify companies, industries, factories who use eco-friendly agro-based industrial solvents. To find the best medium for companys products. To meet the companys representatives at Global Investors meet held in Bangalore. To understand the local drivers in Asia pacific regions and to fine tune customer relationships. To improve market access for companys future success. To justify the agro-based industrializing growth path. To envisage a possible economic and industrial development strategy with special reference to agro-based industry To understand Asia pacific countries economic and industrial development stage with international comparison.

4. Sample size
The research sample size consists of 20 companys representatives from selected Asia pacific regions. 4

5. Sampling method
Both the survey and case study method will be used for conducting the study. The survey method will be helpful for generalization of the results and also to be able to look for similarities and differences among the different sectors. The case study method involves developing cases for illustrative purposes and for in-depth analysis of the topic. To enable the researcher to use sophisticated multi-variate statistical techniques, which are required for a study of this nature, at about 20 organizations in each sector will be part of the sample. Initially case studies will be done to help in checking the variables identified and then a survey will be conducted to elicit the strategies. A combination of stratified random and proposal sampling approach is adopted.

6. Analysis method
With respect to the survey method the tool will be a standardized questionnaire to be used with the technique of personal interviews. With respect to the case studies the tools are much broader. The set includes standardized questionnaire, product literature, financial statements, annual reports, collaboration reports, customer brochures, company internal reports (if accessible) and numerous publications as secondary sources. The techniques will vary for the diversity of the tools used. Content analysis will be used to get a picture of the nature of strategies through the cases. This will also help in finding out the relevance of the variables chosen for the study. Multivariate statistical techniques like, multiplecorrelation and multiple-regression will be used for identifying strategies that relate to market performance of the organization.

7. Contributions expected from the research

The outcome of the research is to identify the best possible medium and channels for marketing, prospective of international companies and follow of companys personnel and convert them to future customers. The study also concentrates the efforts of the government in supporting the companys marketing efforts through its various agencies and to understand the financial support system required in promoting exports.