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IMPLEMENTATION AND

EVALUATION OF BRAND

PROMOTIONAL ACTIVITIES FOR

LASSO IN KARNATAKA

BY

ATAULLA NAIK

09PGDM051



CONTENT

Introduction

Company Profile

About the product LASSO

Objectives of the study

Methodology

Limitations for carrying out the project Data presentation and analysis

Comparative Analysis of Company Sales Target

Evaluation of promotional activities

Findings Conclusions

Suggestions

R eferences



IMPORTANCE OF AGROCHEMICALS:

Agrochemicals form the largest and the most diverse group of chemical compounds popularly referred to as pesticides.

They are mainly used for plant protection and improving crop

yields.

Every year nearly 30% of the potential of food production

valued R s.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.



ABOUT SINOCHEM INDIA COMPANY PVT.

LTD.

A China based company started in 1949 in Beijing.

Having customers from more than 100 countries.

Listed in ³Global Fortune 500´ for 19 times, ranked no. 178 in2009.

On 3rd Sep 2008 ,Sinochem India Co. was established in NewDelhi, making a huge step forward achieved by Sinochem'soverseas agricultural chemical project

Agricultural chemical is a core business sector of Sinochem Int'l.

After taking over Monsanto Company's BUTACHLOR andALACHLOR businesses in -India, Philippines, Thailand,Vietnam, Pakistan and Taiwan (China) on March 1, 2008, the

preparation for the construction of Sinochem India Co. wasofficially initiated.



COMPETITORS

Sinochem Company is facing competition from both

national & multinational companies like DuPont, Bayer,

Tata Rallis, Monsanto, UPL Syngenta, Crop Chemicals

India Ltd., Chambal fertilizers & Chemicals Ltd.,

Insecticide (India) Ltd, Excel Crop care PVT LTD &Zuari Chemicals are the major competitors for the

company. These companies with early entry in the business

of pesticides have large customer base and were able to

capture major market share.



MARKETING CHANNEL OF LASSO

Initial Supplier

Inbound Logistic

Manufacturer

Outbound Logistic

Distributer

R etailer

Consumer



ABOUT THE PR ODUCT(LASSO)

CHEMICAL NAME: 2-Chloro-2'-6'-

diethyl-N-(methoxymethyl)

acetanilide (56),Alachlor

TR ADE NAME(S): Lasso (56)

y DOSAGE: 6ml/litre of water or

one litre per acre.

y Pre-emergent herbicide.

y It controls almost all grassy weeds.

y It destroys only selective weed seeds.

y LASSO has to be sprayed or broadcasted with sand within three

days after sowing.y Controls weeds for a period of 40 to 45 days.

y LASSO will not affect any germinated plants includinggerminated weed seeds.

y LASSO cannot be used for paddy, ragi, spinach, gingely.



OBJECTIVES OF THE STUDYTo understand the profile of farmers and

pattern of pesticide consumption in theregion.

To identify the suitable promotional activities.

To implement the planned promotionalactivities.

To evaluate the effectiveness of promotionalactivities.

To suggest suitable promotional mix for increasing the adaptability of lasso.



METHODOLOGYNeed/Purpose of the study/statement of Problem

Lasso was firstly brought by Monsanto as a solution for the

weeds in their Maize fields under the trade name Lasso. AsSinochem Int'l. has taken over Monsanto Company's

Butachlor and Alachlor businesses in India the company is

new to India, so to retain the existing customers of Lasso,

to catch switchers and ultimately increase the marketshare, brand promotion is needed.



1.To understand the Profile

of Farmers & pattern of Pesticide consumption in

the region.



Method of Data collection

The data was collected based on observation and

questionnaire.Types of Data

Primary and secondary Data



SOURCE OF DATA COLLECTION

Primary data

Primary data was collected from farmers and dealers byobservation and Questionnaire method. The questionnaire used

was different for farmers and dealers.

Visual observation at retail counters and in the market.

Secondary data Secondary data includes the information gathered from Books,

magazines, Newspaper, Internet and Journals that discloses the

present status of the industry, its various activities and recent

developments.



Population

All Maize growers of Mysore (H.D. Kote), Shimoga,

Shikaripur, soraba, Shiralakopa of Karanataka state.Period

The research work was carried for 72 days from 20th April to

30th June.

Sample Design Sample Size: - 5749 Farmers from 183 villages

Sample Unit: - Farmers/Dealer

Sampling Technique: - Stratified random sampling



Tools for Data Collection Questionnaire containing both open ended and closed ended

questions were used as main tools for data collection from the

farmers.

Discussion with the dealers and distributors was also an

important tool. Interview of the company personals also served the role of

another research instrument.



F ARMERS PROFILE IN THE REGION

0%

10%

20%

30%

40%

50%

60%

70%

80%

F ARMERS PROFILE

SM A LL F ARMERS(LESSTHEN 5

ACRES)

MEDIUM F ARMERS(BETWEEN 5 TO 15

ACRES)

L ARGE F ARMERS(MORE THEN 15

ACRES)

Interpretation: Based on the secondary data collected from the KVK and agriculture

dept, it was found that land holding of the farmers is decreasing day by day. Majority of

the farmers (72%) are small farmers having land holding less than 5 acres followed by

medium farmers (21%) who are having land holding between 5 acres to 15 acres and

only 7% large farmers having land holding more than 15 acres.



F ARMERS PESTICIDE CONSUMPTION P A TTERN

42%

33%

23%

2%

PESTICIDE USERS

M ANNUA

L

WEEDING

MECH ANICA L

WEEDING

NONE

Interpretation: Based on the primary data collected from the farmers/dealers, it was

found that majority of the Maize growing farmers (42%) are using pesticides followed by

manual weeding(33%) and mechanical weeding(23%), which shows the potential to adopt

the pesticide.



2.To identify the

suitable promotionalactivities.



SELECTION OF PROMOTIONAL ACTIVITY

Based on farmers profile such as land holding, consumption

pattern of chemical, availability of farmers, their occupation, education, time constraints and the studies taken up

by other input companies.

Suggestions from experters in input industry and company

official.

The Promotional activity also selected based on SWOT

analysis.

Based on above all the following promotional tools was

selected and those activities are found to be best for promoting

the product.



PROMOTIONAL PLAN USED FOR DEMAND

GENERATION OF LASSO

Farmers meetings

Individual contact

Field Demonstration

Pestering

POP display

Special occasion

Van campaign

Tele-campaigning



3.To implement the

planned promotionalactivities.



Based on the potentiality of the area, the above selected

promotional activities were implemented.

The potential of the area is determined based on

collected data from progressive farmers, retailers andcompany officials.



PROMOTIONAL PLAN USED FOR DEMAND

GENERATION OF LASSO

Farmers meetingsIndividual contact

Field Demonstration

Pestering

POP display

Special occasion

Van campaign

Tele-campaigning



LIMITATIONS FOR CARRYING OUT THE PROJECT

Despite all possible efforts to make the analysis more comprehensiveand scientific, a study of present kind is bound to have certainlimitations.

Limited time and Cost constraints were major hindrance for carryingout the project because the availability of farmers and the retailers isvery difficult for getting the response.

Few retailers and farmers expressed fear about the researcher¶s

mission and were not interested in giving accurate information. Dealers were not ready to share the information in the correct form

and duplicity appeared while providing the fact on pesticide relatedissues.

The product is not available in all retail shops, which create the

problem to suggest the suitable retail shop for the farmers. The study was based on both primary and secondary data but

secondary data were available in the scattered manner and therelevance of the secondary data may not be justified.



4.Analysis and

Evaluation of BrandPromotional Activities



COMPARATIVE ANALYSIS OF COMPANY SALES

TARGET

0

2000

4000

6000

8000

10000

12000

14000

sales

2009

2010

Interpretation: The increase in sales target from 3000 liter to 12000 liter

i.e. change of 300%based on the market observation, is mainly due to

the promotion activities carried out by the company.



ANALYSIS AND EVALUATION OF BRAND

PROMOTION ACTIVITIES FOR LASSO

Total number of farmers contacted: 5749

Total number of farmer meeting conducted: 216

Total number of group discussion conducted: 202

Total number of individual contact: 1182

Total number of farmers contacted in farmer meeting:

3544

Total number of farmers contacted in group discussion:

1023

Total number of poster consumed: 1567

Total number of villages covered: 142



0

500

1000

1500

2000

2500

3000

3500

4000

Farmer's meeting Group discussion Individual contact

Number of Farmers contacted in different

promotional activities

Number of Farmers contacted in

different promotional activities

Interpretation: Based on the above bar graph, theeffectiveness of promotional activities can be

observed, where in above chart it is clear that more

number of farmers have been contacted by farmers

meeting followed by individual contact and groupdiscussion.



R ANKING OF PR OMOTIONAL TOOLS

Rank Promotional activity

I Farmers meeting

II Field demonstrations

III Group discussion

IV Individual contact

V Tele-campaign

VI Posters

VII Van campaign

VIII Banners



I NTER PRETATION

Among all promotional activities farmer meetings found to be

more effective because in meetings both way conversation

between company people and farmers and the farmers who

used lasso product earlier are involved.

The concept of FAB (features, advantages and benefit of the

product) has helped a lot to convenience and influences them to

buy the product.

Van campaign was not that effective tool in brand promotion,

farmers didn¶t take it seriously and it only attracted small

children for the pamphlets.

Purchase decision of the farmers can be influenced by regular follow-ups after farmers meetings, field demonstrations etc.



CONCLUSION Farmers are very unaware about quality of any

product; they buy those products which are told by the

retailer because they completely believe on

shopkeepers.

But shop keepers sale those products in which they get

more margin.

Promotional tools like Farmers meetings; field

demonstrations, Individual contact, and tele-

campaigning were found to be more effective tools to

create demand for the L ASSO.



SUGGESTION Maintaining the good relationship with all the dealers of

the territory and availability of the product in all shops

will help to sell the products more efficiently. Farmers are result oriented rather than to listen about the

product, so more demos and field days should be carriedout in order to show the result of the product.

Literature being given to the farmers does not contain the

full information about how to use the product, whichresults in failure of the product purchase, so full detailsshould be given about how to use the product, companyaddress etc in the literature.

The margin available on the sale of the product should

increase, so that dealers should also well acquaint with the product and push the product.

Company should introduce small size pack of Lasso asfarmers demand is more. If company introduces small size

pack farmers may try the product and further they can

become loyal customers of the company.



THANKYOU

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