bm ia siddhi modi

HOW SHOULD BONAGERI CROPSCIENCE PVT.

LTD. MODIFY ITS PROMOTION MIX FOR ITS

PROPOSED LAUNCH IN RAJASTHAN?

CANDIDATE NAME: SIDDHI MODI

CANDIDATE SESSION NUMBER: 002760-017

WORD COUNT

Candidate session number: 002760-017

C ONTENT PAGE

ABSTRACT

RESEARCH PROPOSAL

Rationale for study

Theoretical framework

Methodology

o Primary and secondary research

Action Plan

INTRODUCTION

RESEARCH METHODOLOGY

MAIN FINDINGS

ANALYSIS

SWOT analysis

Lewin’s force field analysis

BCG matrix analysis

CONCLUSION

LIMITATIONS

BIBLIOGRAPHY

APPENDIX

Interview with the managing director

Survey on the customers

BCG matrix

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ABSTRACT

With the recent profit that the firm has made, the firm wishes to be a global market leader and to

do that it needs to expand in many places. The firm has decided to do that staring with Rajasthan.

The firm feels that if they are able to expand in Rajasthan, since it has a different weather

condition all together and if the firm can be successful in Rajasthan than it will be very easy to

expand elsewhere. The firm is moving into an existing market with many competitors, and

relatively low prices proposed by the competitors, which could result in a price war since the

existing firm is already well established and is difficult for the existing firms to survive.

The firm has already calculated its financial data and is capable to expand her financially,

although it is difficult for them to anticipate the market in Rajasthan since the firm has no local

contact. Therefore, on the firms’ behalf I will be calculating its promotional mix to see if or not

is it a good option for Bonageri Crop Science Pvt. Ltd to expand here.

3


RESEARCH PROPOSAL

Rationale for study-

The firm, Bonageri Crop Science Pvt. Ltd, has its main headquarters in Hubli, Karnataka. The

firm is doing very well so far making its monthly profit of 1 core and above, and is looking

forward to expanding in many cities for more profits in India, including Rajasthan as its option.

It needs to have a business plan and abasic research to analyze the viability of operating in

Rajasthan. For this I will be considering problems faced by start up business in Rajasthan, its

main competitors as well as the market study to see where each of its products stand the place it

is operating presently.

Theoretical framework-

SWOT analysis – to see if there are any chances for Bonageri Corp Science to survive in

Rajasthan.

Ansoff matrix – to see where the organization stands.

Market development -

BCG matrix – to see where each of the firm’s products stands and assume if that would be the

same case in Rajasthan.

External environment – since Rajasthan is very dry and droughty, it could be possible that the

medicines made by the firm won’t be helpful

Promotion Mix – so that they know what to do in order to peruse the farmers in buying the

product.

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Methodology-

Primary research:

o Interview with the managing director – to see why he’s considering Rajasthan as one of

its options.

o Survey on the customers – customers in Rajasthan to see if they know anything about

Bonageri Crop Science. To see what farmers are really looking for in order to make their

crops better and faster without any harmful side effects.

Secondary Research

o Collect the data from the internet.

o IB business and management

o IB business and management course companion

Anticipated difficulties Problems solved

Not being able to fix the interview when I

decided.

I had to reschedule the appointment.

Firm is in Hubli and I am in Rajasthan. So a lot

of time wasted in travelling.

Conducted the survey on the phone.

Labors not wanting to answer to the survey

conducted. They fear of their job loss.

Did not let the manager know about the

questions asked and answers given.

Language – the language spoke there is Kanada,

which is very tough for me understand.

I hired a local guide and a translator to help me

understand the language of Karnataka.

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Action plan -

Date Activity25th – 27th July Made a list of firms that I could do my Internal Assessment on

28th July Selected the Firm I wanted to work on

29th – 31st July Researched the problem faced by the firm and made a research proposal

1st August Made a survey for the labors

2nd – 18th August Carry out the survey

20th August Compile the data

21st – 25th August Analyze the data

27th August Submit 1st draft

30th August Receive 1st draft, checked

1st September Worked on the draft

5th September Submitted final draft

Introduction

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The firm Bonageri Crop Science Pvt. Ltd. manufactures products that can be useful to farmers in

obtaining a better and healthier crop. The firm specializes in this field as they are concerned

about the growing population and the higher demand for basic commodities as it increases

rapidly. It’s looking at expanding in India, to make sure the growing population meets its

demands for food.

Since it’s looking at proactive growth strategy by increase in its geographic region, it’s

looking at Market Development as per the Ansoff Matrix. Market development is the

most lucrative than the others S the risk is no very high and the growth substantial. The

company is looking at expanding into Rajasthan.

Ansoff Matrix

However, Market Development might be risky if the firm is not familiar with the local market or

the competition that takes place in Rajasthan. The market is different than the one they are used

to supply its products in. Therefore, I will be doing a background research for the company to

find out if this option if lucrative for them or not.

Research question – how should Bonageri Crop Science Pvt. Ltd modify its promotion mix or its

proposed launch in Rajasthan?

EXISTING PROCUCT NEW PRODUCT

EXISTING MARKET

NEW MERKET

Market penetration Product development

Market development Diversification

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Research methodology

For this investigation I will be collecting data from primary as well as secondary sources. My

primary research will include an interview with the managing director of the firm to see what

he feels about the firm and its expansion, to also ask as to why has he chosen Rajasthan and not

any other state. I would also see what farmers in Rajasthan are particularly looking at in order to

have their crops grow healthier and better for the existing population as well as the upcoming

ones. Different medicines would be given to the farmers to test on the crops to see if there are

any side effects of that product.

My secondary research would include, data collected from the internet about the firm and also

about what the firms goals. Bonageri Crop Science has initially launched a pesticide in 2002

called Sodium Salt of Trichloropyridinol (NATCP). This product has not caused any harm to

the agricultural industry of Karnataka, but they are not quite sure about Rajasthan’s soil since its

very dry and desert here. So they need to understand the climate of Rajasthan and see what

products will be useful here without any side effects.

For this investigation, the tools that I would be using are BCG matrix, Ansoff matrix, external

environment, product and promotion mix and SWOT analysis to arrive at a conclusion that is

beneficial to the organization.

Main Findings

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There are all in all 30 farmers who were ready to answer the questions asked above. Out of these

three grow Bajra, five grow Juar, four grow Wheat, six grow Gram, five grow Barley, one grows

Maize, two grow groundnut, one grows Seasame and three grow cotton. The largest amount of

crop grown is Gram.

Bonageri Crop Science Pvt. Ltd has many products, or some say pesticides, but the main

products that are mostly used are the following:

Tiranga

Asset

Heera

Lorris

Mealy break

Crusher

Boom

Trifen

Myclobil

Bilaxyl

Stopper

Creeper

Benstar [benfit]

Trizol

Garud

Macrosul[wp]

Macrosul [wdg]

Rakshak

Ekomin

And the most used fertilizers by the farmers amongst all products are, Lorris, Heera and Trifen.

Although pesticides should not be used regularly, yet there are many farmers who apply

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pesticides very often and yet gain healthier crops. It depends on the farmers whether they are

ready to take the risk of applying or not.

The farmers that I surveyed, out of 30, twelve apply once a month, ten twice a month and 7

thrice a month. One of the farmers that I surveyed, apply pesticides to his crops more than thrice

a month.

There are many threats to Bonageri Crop Science in Karnataka. It has competitors such as Bayer

Crop Science, Aventis Crop Science and High Tech Agri. When asked to random farmers as to

which brand do they use the most, High Tech Agri. was the highest answer. And Bonageri Crop

Science was second and then Bayer Crop Science1, Aventis Crop Science2 and High Tech Agri

Pvt. Ltd3. There are many other firms operating in the same field such as, Best Exports, Mehta

Dye Chem, Tirupati Chemicals and BioGenics.4 The one thing that farmers always want is to

have their products healthy which help others. So in a pesticide they in a pesticide they look for

all sorts of qualities such as:

Grows fast – this saves time for the farmers and the customers since crops reach the

market soon.

Healthy – if the crop is not healthy, people do not buy the product. In other words

they face a loss

No harmful side effects – harmful side effects, such as abnormal growth and the crop

dying would lead to the farmer having a loss.

Cost effective – farmers cannot afford expensive products so they want it to be cost

effective.

Analysis - 1http://www.bayercropscience.com/bcsweb/cropprotection.nsf/id/ EN_The_Bayer_CropScience_Child_Care_Program?open&l=EN&ccm=5000392 http://business.mapsofindia.com/india-company/a/aventis-crop.html3 http://bangalore.indiabizclub.com/profile/2187004~high+tech+agri+(p)+ltd.~bangalore_india4 http://www.tradeget.com/companies/X2/agrochemicals_and_pesticides.html

10

http://www.tradeget.com/companies/X2/agrochemicals_and_pesticides.html

http://bangalore.indiabizclub.com/profile/2187004~high+tech+agri+(p)+ltd.~bangalore_india

http://business.mapsofindia.com/india-company/a/aventis-crop.html

http://www.bayercropscience.com/bcsweb/cropprotection.nsf/id/EN_The_Bayer_CropScience_Child_Care_Program?open&l=EN&ccm=500039

http://www.bayercropscience.com/bcsweb/cropprotection.nsf/id/EN_The_Bayer_CropScience_Child_Care_Program?open&l=EN&ccm=500039


SWOT ANALYSIS –

Strengths:

The product and the use of bio pesticides by the farmers.

They already have a ready market when they set up their business here in Rajasthan.

Although the firm has high products, it is still accepted by the farmers.

Brand image

Arrangement of capital is high since it’s a private limited company

Weaknesses

Currently operating in one climate condition

Lack of awareness in Rajasthan

High prices

Opportunities

The firm could look at growing in Karnataka itself since its well known there and knows

the market. Its growth here will be different from the growth there in Karnataka due to

climate change.

Instead of introducing Star products here, it should look at new markets. Identifying its

needs and according to it, introduce a product line.

Threats

Competition – there are many firms operating in the same field in Rajasthan

Low prices of the competitors

SWOT is used in the formation of promotion mix. As the strength says, finance would not be a

problem since they have enough profits to expand the firm, so they do not have to be dependent

on taking loans and neither would they have a problem setting up a market there since there is

already a ready market available there. They might face problems in Rajasthan since they are not

aware of the market condition and since they only operate in one climate condition, they would

not know if or not their products are suitable here. Competition is going to be a threat for the

11


firm, since as mentioned, there are many firms already operating in Rajasthan in the same field.

Since its going to be a start up business here in Rajasthan, its prices in Karnataka is very high

and acceptable by the farmers but that might not be the same in here. Existing firms in Rajasthan

would have low prices here but they might not share the same product as Bonageri Crop Science

Pvt. Ltd.

LEWIN’S FORCE FIELD –

Positives (13) Negatives (14)

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There is less competition in

Rajasthan so it will be a benefit for

them. (5)

They will be able to cover all areas

of the spectrum. (3)

Increase in profits in the long run.

(3)

Increased output (2)

Equipment cost will be high (3)

High set up cost (2)

High training staff cost (2)

Difficult to collect capital (4)

Pesticides might not be effective

since there is a weather change. (3)

ANALYSIS –

There are less competition in Rajasthan – there are very less firms in Rajasthan operating

the same business, such as –

o RSM Crop Science, Udaipur5

o AICRP Crop Science, Jodhpur and Sharatpur.6

o ANIP, Durgapur7

o Rajasthan Crop Pvt. Ltd. , Jaipur

They will cover all areas of spectrum – they already have their business operating in

Karnataka which faces amazing weather change and now they are planning to operate in

Rajasthan which has a different climate all together.

Increased Profit in the long run – if the firm in successful in Rajasthan than it would gain

more profits since it has less competitions and there are wide lands which have not yet

been used up.

Increased output – if they become successful and their products are brought by framers

often than they would have to increase their input, which would result in increase in the

output.

High equipment Cost – machines brought by the firm for making pesticides is very high

unless they could bring their products from Karnataka.

5 http://www.indiamart.com/company/1906667/6 http://www.icar.org.in/crop-science-AICRP.htm7 http://www.icar.org.in/crop-science-AICRP.htm

13

http://www.icar.org.in/crop-science-AICRP.htm


http://www.indiamart.com/company/1906667/


High set up cost – the firm could open up a franchise.

High training staff cost –

Difficult to collect capital – the firm can use profits earned by the firm in Karnataka

Pesticides might not be effective since they have a weather change – try out new

pesticides, or invent new products.

Although the restraining forces are stronger than the driving force, the firm, however, there is a

chance they could succeed prior they reduce their restraining forces such as, set up costs, training

staff cost, equipment cost in order to operate a viable business. Restraining forces should be

brought down to the maximum level. The set up cost could be reduced by transporting products

from Karnataka instead of making them here.

Taking these into considerate and as per Lewin’s force field analysis, I find the expansion to be

very risky. This is because its rest restraining forces are stronger than its driving force.

So my proposal is to strengthen the promotion mix by:

Taking samples of fertilizers in that particular area and test if it’s suitable for the

pesticides made or not. This would help the firm gain a better knowledge about the

crop and its needs. And one the firm is awake about these, it would be easier for them to

make products as well as sell them. But if the product is not suitable for a particular

fertilizer than the testing costs rise up which would result in the firm losing more money

on its research and development section more than the products marketing.

By having a meet with the potential and existing farmers. To see what they feel

about the products and what they want from the company. This shows that the company

is concerned and hence forth, the farmers would by products only form this firm

thinking it’s going to be loyal to the farmers. This gives the farmers a personal attention

and touch which would later bound them to be loyal to the firm. But if the company

wastes time on meeting than it won’t be able to focus on the company’s main motto,

which is profit.

14


The products could be on a discount. They could lower their price so that the farmers

can afford it, and if they do decide to continue the product, the prices can always rise.

This would gain more customers to the firm and so will profits to the firms. This would

enhance the company’s brand image as well. But giving discounts would have a risk of

farmers changing their brand and looking for products in a different company offering

them lower prices and more affordable products.

Giving ads will not help as farmers would just consider it a publicity act and would not

buy products. This would lead to the company having fewer profits. This would result in

the firm having less money for their research and development department.

The firm could have road shows as to gain the farmers trust. As the farmers would

see how much the firm is concerned about the living population’s well being.

BCG Matrix Analysis-

The company’s star products are Asset, Lorris, Crusher and Boom, they should utilize the

money earned by Cows, which are Trifen, Myclobil, Stopper, Creeper, Trizol, Garud and

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Rakshak, so that they can invest in the business and use the money to expand in Rajasthan so

they face no financial problem.

Conclusion

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Although this expansion seems to be very risky, but the strengths that the firm possesses, ready

market in Rajasthan, superior products and have high prices that are still accepted by the farmers,

they meet the demand of the expansion. Although the company’s financial condition is not

conducted, the company should do well if they follow strong promotional mix proposed by me.

It would be good for people in Rajasthan if Bonageri Crop Science Pvt. Ltd. expands in

Rajasthan since its guarantying its products to be harmless and have great results.

Limitations:

There was not enough time to go and personally interview the owner and the customers

Some farmers might have answered in the company’s favor in order to continue dealing

with the firm.

BIBLIOGRAPHY:

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http://www.bonageri.com/

www.bonageri.com/bonageri_cropscience_about_us.htm


http://www.agricultureinformation.com/mag/?p=6174

http://www.mapsofindia.com/maps/rajasthan/rajasthanagriculture.htm

http://www.rajtourism.com/html/raj_tour/agriculture.htm

http://en.wikipedia.org/wiki/Rajasthan

http://sawaal.ibibo.com/jaipur/what-major-crops-rajasthan-209884.html

http://www.tradeget.com/companies/X2/agrochemicals_and_pesticides.html

http://www.hotfrog.in/Products/Agriculture/Karnataka

http://bangalore.indiabizclub.com/profile/2187004~high+tech+agri+(p)

+ltd.~bangalore_india

http://business.mapsofindia.com/india-company/a/aventis-crop.html

http://www.bayercropscience.com/bcsweb/cropprotection.nsf/id/

EN_The_Bayer_CropScience_Child_Care_Program?open&l=EN&ccm=500039



Appendix

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Interview with the Managing Director –

Why have you chosen only to expand in Rajasthan?

That’s because I wanted to cover all areas of a spectrum. My firm, as you know, is

initially in Hubli, which faces many weather changes so I did not what it was like to

expand in a dry region, so I wanted to see what it would be like to operate in Rajasthan,

since it has a different climate all together than the one I am operating in now.

There are many other places with better climate condition, with no problems that you can

face. So why Rajasthan?

In Rajasthan because it has a very dry climate and I wanted to see if my products are

suitable and helpful in all weathers or not.

What are you key-strengths? Are there any challenges that you are expecting to face?

My key strengths are my products, which are very well sold and they earn me a lot of

profits. I’m not quite sure about the challenges but I do know that it is hard to expand a

firm. There are many things that I would have to look at.

What is your channel of distribution?

A zero level channel – that is, I sell directly to the customers.

Survey on the customer (30 farmers)

Producer

Customer (consumer)

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What crops do you usually grow?

Bajra

Juar

Wheat

Gram

Barley

Maize

Groundnut

Seasame

Cotton

3

5

4

6

5

1

2

13

Crops grown by farmers

BajraJuarWheatGramBarleyMaizeGroundnutSeasameCotton

The above graph shows what amount of farmers (30 farmers) grow what particular crop.

What are the pesticides that you regularly use?

20


Tiranga

Asset

Heera

Lorris

Mealy break

Crusher

Boom

Trifen

Myclobil

Bilaxyl

Stopper

Creeper

Benstar [benfit]

Trizol

Garud

Macrosul[wp]

Macrosul [wdg]

Rakshak

Ekomin

Any other, please specify

21


1 1

3

3

2

1

2

311

1

1

2

1

2

2

11 1

Products of Bonageri Crop Science Pvt. Ltd. used by farmers

Tiranga AssetHeeraLorrisMealy breakCrusherBoomTrifenMyclobilBilaxylStopperCreeperBenstar (benfit)TrizolGarudMacrosul (wp)Macrosul (wdg)RakshakEkomin

22


How many times do you use them in a month?

Once a month

Twice a month

Thrice a month

If more please specify

12

10

7

1

The number of times a farmer applies the product (pesticide)

Once a monthTwice a monthThrice a monthMore than thrice a month

23


Are any of those branded? If so, which brand?

Yes, which brand?

No

7

6

6

9

2

Brands that the farmers use

Yes, Bonageri Crop Science Pvt. Ltd.Yes, Bayer Crop ScienceYes, Aventis Crop ScienceYes, High Tech Agri Pvt. LtdNo

This shows the amount of farmers who say if they use branded product or not and if branded than

which.

24


Do you look for any specific quality when you chose the pesticides?

Grows fast

Healthier crop

Any harmful effects

Cost effective

Any other, please specify

6

7

5

10

2

Quality that a farmer looks for in the pesticide

Grows fastHeathier cropAny harmful effectsCost effectiveAny other

Do you randomly try products on the crops?

25


Yes.

No.

10

20

Use of pesticides randomly

YesNo

The products you use, are they really helpful?

26


Yes, how?

No, how?

Products used are helpful since they are meant to help the crop grow further and healthier,

whereas some are not helpful since they may create a side effect to the crop, such as, excess of

pesticides would result in the crop dying or have an abnormal growth.

BCG (Boston Consulting Group) Matrix

27


STAR –

A star has a high market share as well as a high business growth rate. This is a position that all

business dreams to have their products at, so the business needs to keep working hard in order to

retain its position. Its star products are Lorris, Boom, Crusher and Asset. Although there is no

information as to in which crop are these products used. The firm should look at the crops grown

in Rajasthan and accordingly see which products to launch here.

COW –

A cow has a low business growth rate and a high market share. Just like cows, we milk it.

Meaning we invest in it. Cow products are Garud, Trizol, Stopper, Creeper, Trifen, Myclobil and

Rakshak. These are very profitable for this business to have these products in its portfolio. And

they should use revenue generated from these to maintain product in Star

PROBLEM CHILD –

HIGH MARKET SHARE

LOW MARKET SHARE

HIGH BUSINESS GROWTH RATE

LOW BUSINESS GROWTH RATE

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STAR PROBLEM CHILD

COW DOGS


These have a low market share but a relatively high growth rate. These create a problem for the

businesses. These products are Macrosul (wp), Marcosul (wdg), Ekomin and Bilaxyl.

DOGS –

They not only have a low market share but also a low market growth. Since they do not have a

high market share, their chances of gaining one are very limited. The only solution is to get rid of

them. That is they divest. They should get rid of Tiranga, Heera, Mealy break and Benstar

(benfit)

29


30

bm ia siddhi modi

Documents

y y y ansoff matrix

management ib business

studythe firm

firm wont

business plan

helpful y promotion

y external environment

y secondary researcho