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SUMMER PROJECT

On

“Current scenario and future prospective of pesticides (Targa Super) on

peppermint crop”

Undertaken for

Dhanuka Agritech Ltd,Gurgaon

IN PARTIAL FULFILLMENT OF THE REQUIREMENTS

For the award of the degree of

Master of Business Administration-Agribusiness

(2012-2014)

Under the Guidance of: - Submitted by:-

Mr. Rajeev Kumar Shreedutt Upadhayaya

Regional manager (Uttar Pradesh) MBA-Agribusiness (2012-14)

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Declaration

I Shreedutt Upadhyaya, Post Graduate student of Master of Business

Administration-Agribusiness2012-14 batch, from Faculty of management study of

Banaras Hindu university, Varanasi hereby declare that this project report titled,

“Current scenario and future prospective of pesticides (Targa Super) on

peppermint crop.” is an original study and has been carried out by me as a part of

summer project under the guidance of Mr. Rajeev Kumar (Regional Manager) in

Dhanuka Agritech Ltd,Gurgaon

I further declare that no any part of this report has been copied from any source, or

if taken, the original source has been given due credit in the content. I have worked

for two months on our summer project as required under manual of policies of our

institute.

Place: Shreedutt Updhayaya

Date: MBA (Agribusiness)

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CERTIFICATE

TO WHOM IT MAY CONCERN

This is certify that Mr. Shreedutt Updhayaya student of Master of Business

Administration-Agribusiness2012-14 batch, from Faculty of management study of

Banaras Hindu university, Varanasi has satisfactorily completed his project work

from 06/05/2013 to 06/07/2013 in Dhanuka Agritech Ltd,Gurgaon

He has undertaken the project of “Current scenario and future prospective of

pesticides (Targa Super) on peppermint crop.” and has submitted the same to

us. While during this project work we found that he is a sincere, enthusiastic and

practical student.

We wish him all success in his future professional carrier.

Mr. Rajeev Kumar

(Regional Manager)

Dhanuka Agritech Ltd.

Gurgaon

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ACKNOWLEDGEMENT

No creation in this world is a solo effort. Neither is this project report.

My sincere gratitude to Mr.Rajeev Kumar, Regional Manager of the company,

who gave me the opportunity to do summer internship in Dhanuka Agritech

Limited, Gurgaon.

I express my deepest thanks and gratitude to my project guide Mr. Ashok Pandey,

Senior Marketing Officer (Faizabad), Dhanuka Agritech Limited, for providing me

a wonderful opportunity and learning environment during the course of my

internship. This project is a result of his teaching, encouragement and inputs in the

numerous meetings he had with me, despite his busy schedule.

My special thanks to Marketing representative and Field assistant of Dhanuka

Agritech Limited, for their constant support during the project.

I convey my sincere gratitude to Prof. R. K. Pandey , Head & Dean, Faculty of

Management Studies, Banaras Hindu University and Mr. Taruna Singh, Training

co-ordinator for providing me an opportunity to undergo this summer internship.

Place: Varanasi Shreedutt Updhaya

MBA(AB)

FMS BHU

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TABLE OF CONTENTS

1. Introduction

1.1 Overview

1.2 Problem Identification

1.3 Objective Study

1.4 Overview of Study Areas

2. Peppermint

1. General background on the plant

2. Diseases Common to the Mint Plant

3. Company Profile

3.1 Introduction

3.2 Products

3.3 SWOT Analysis

4. Research Methodology

5. Finding

6. Data analysis

7. Conclusion

8. Suggestions and Recommendations

9. Annexure

9.1 Annexure: Schedule for Distributer

9.2 Annexure: Schedule for Retailers

9.3 Annexure: Schedule for Farmers

10. Bibliography

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1,INTRODUCTION

1.1 Overview

Agriculture continues to be a key component of our economy. Even as the contribution of

agriculture to India’s GDP has dropped to less than 20%, more than half of India’s

population – nearly three-fourths of India’s rural population – still remains engaged in this

sector.

Agriculture sector alone contributes 14.2% to the GDP. We have achieved record foodgrain

production for 2010-11.Which stands at highest level of 235.88 million tonnes showing

growth of 8.14% over the production level of 2009-10.

Although agriculture sector still needs to be on boom if the country like India wants to feed

its increasing population. To achieve high yield in food crops, Indian growers need to be

aware about the latest development in this sector. Effective and judicious use of pesticides,

improved seed varieties and other inputs is good mean to achieve high production with

quality produce. Population in India is increasing @ 2% per annum. If the production of

paddy,wheat and sugarcane and other crops does not increase there is a possibility that India

might have to import these crops like it did in case of wheat in the year 2006 to meet the

demands of its ever growing population. Due to increasing regular pest attack is causing

uneconomical for farmers to cultivate crops.

The losses caused by different pests and monitory losses incurred as a result of loss is

furnished below :-

Pests Loss caused (in

percentage) Monitory loss in crores (Rs.)

Insects 20 1200

Storage Pests 7 420

Diseases 26 1560

Weeds 33 1980

Rodents 6 360

Miscellaneous 8 480

Total 100 6000

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Source : Pesticide Information April - June, 1995.

To control this maximum loss by insects and to make cultivation economical for farmer

application of insecticides is only answer which can help them in increasing yield by 25% to

30%.

1.2 Problem Identification

The pesticides industries in India going through rapid changes and facing huge challenges in the

market as there is the presence of other companies or other competitors which includes local

players, national players and international players(companies).There is neck to neck fight and a

cut throat competition in pesticides and seed market, so this study will give benefit Dhanuka

Agritech Limited to knowing the status of competition in districts of CHHATTISGARH,the

nearest competitors in the area, the expectation of retailer and farmer, the use of pesticides and

the areas where company can improve sale of Targa super. For any company to tap this growing

market it is essential to analyse the potential of the market and make effective promotion

activities.

1.3 Objectives To find out the present practice in general which the farmers are using forcontrolling

weeds on Peppermint.

To find out total area of peppermint in Faizabad.

To determine which type of pesticides are maximum used by the farmer.

To find out the quantity level of pesticides that farmer uses.

To find out the usage of pesticides (in terms of quantity) depending on the pests attack on

land.

To find out effectiveness of the pesticides against the target organism.

To know the beginning of use the pesticides by the farmer.

To find out Satisfaction level of the farmers with use of pesticides.

1.4. Overview of study area:-

In the present scenario the project is done in Faizabad district.

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Faizabad district is one of the 71 districts of Uttar Pradesh state in northern India. Faizabad city

is the administrative headquarters of this district. The district occupies an area of 2,764 km². The

district had a population of 2,468,371 at the 2011 Census.

The Map showing the National Highway, Major roads, other Roads, District Headquarter,

Town, etc in the Faizabad District, Uttar Pradesh

Demographic

According to the2011 census Faizabad district has a population of 2,468,371, roughly equal to

the nation of Kuwaitor the US state of Nevada. This gives it a ranking of 178th in India (out of a

total of 640). The district has a population density of 1,054 inhabitants per square kilometre

(2,730 /sq mi) . Its population growth rateover the decade 2001-2011 was 18.16%.Faizabad has

asex ratio of 961 females for every 1000 males, and a literacy rate of 70.63%.

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Faizabad is a district in Pradesh encompassing a total area of 2,643sq.km.

Agriculture is the main stay of the district. The crops which are mainly grown here are sugar

cane, tilhan,peppermint and some important food grains.

Faizabad entertains the tourists with its must-see destinations like Gulab Bari, Guptar Ghat,

Military Temple and Maqbura.

History

The city of Faizabad originally known as Fyzabad, is situated in Eastern India, in Uttar Pradesh

State, on the bank of River Saryu, about 130 k.m. east of Lucknow. The city was founded by Ali

Vardi Khan, nawab of Bengal (1676-1756) in 1730. The foundation of Faizabad was laid by

Saadat Khan, the second Nawab of Awadh. His successor Shuja-ud-daula made it the capital of

Awadh. Faizabad as a township, developed about 220 years ago. Safdar Jang, the second nawab

of Avadh (1739-54), made it as his military headquarters. His successor Suja-ud-daula built a

fort here. It was known as Chhota Calcutta, now the fort has ruined. He built the Chowk in 1765

and subsequently built the Anguribagh and Motibagh to the south of Faizabad and Asafbagh and

Bulandbagh to the west of the city. During the reign of Shuja-ud-daula, Faizabad attained such a

prosperity which it never saw again. The Nawabs graced Faziabad with several beautiful

buildings, notable among them are the Gulab Bari, Moti Mahal and the tomb of Bahu Begum.

Gulab Bari is a beautiful building of fine architecture, standing in a garden surrounded by a wall,

approachable through two large gateways. These buildings are particularly interesting for their

assimilative architectural styles. Shuja-ud-daula's wife was the well known Bahu Begum, who

married the Nawab in 1743 and continued to reside in Faizabad, her residence being the Moti-

Mahal. Close by at Jawaharbagh lies her Maqbara, where she was buried after her death in 1816.

It is considered to be one of the finest buildings of its kind in Avadh, which was built at the cost

of three lakh rupees by her chief advisor Darab Ali Khan. A fine view of the city is obtainable

from top of the begum's tomb. Bahu Begum was a woman of great distinction and rank, bearing

dignity. Most of the Muslim buildings of Faizabad are attributed to her. From the date of Bahu

Begum's death in 1815 till the annexation of Avadh, the city of Faizabad gradually fell into

decay. The glory of Faizabad finally eclipsed with the shifting of capital from Faizabad to

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Lucknow by Nawab Asaf-ud-daula.Faizabad is a place of sugar refineries and mills for

extracting oil from seeds. It is a market center for the produce of the surrounding area, including

grain, oilseeds, cotton, and tobacco. A hydroelectric plant is located nearby. The ruins of the

ancient town of Ajodhya, with the modern town standing nearby, are located across the river and

form a part of Faizabad. Ayodhya, which is among the principal religious centers of India, is an

important place of Hindu pilgrimage. Faizabad is a small developing city, here you can have fun

of both the worlds of the town as well as the village if you go outside the city you will find lots

of fields with plenty of crops.

This small town have lots of educational institutions including Dr. Ram Manohar Lohia

University and Narendra Dev Agricultural University. There are several inter colleges for boys

Government Inter College, SSV Inter college, Anil Saraswati Inter College, Adarsh Inter

College, Raj Karan Inter College, Maharaja Inter College and Forbes Inter College; for girls

Govt. Girls Inter College, Arya Kanya Inter College, Tulsi Kanya Inter College, Canossa

Convent. Education for boys as well as girls is also available in Jingle Bell, Tiny Tots and in few

other schools too. Tourist Place are, Gulab Bari, Maqbara , GuptarGhat, Hanuman Garhi and a

lots of tourist places are in Ayodhya about 6 km. away from Faizabad.

The Climate of the district may be treated as normal. The effect of rains, winter and summer are

not very harsh. So a pleasant whether remains throughout the year. Usually the summer expands

from april to July, the rainy season from August to September and the winter from October to

March.

RAINFALL :

Rainfall Normal : 1035 mm.

TEMPERATURE :

Maximum 43.7 °C

Minimum 1.0 °C

Faizabad Place

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Gulab Bari Bahu Begum Ka Maqbura Guptar Ghat Military Temple

AYODHYA TEMPLE

Hanuman Garhi Ratana Sinhasan Kanak Bhawan

Rang Mahal Mani Parvat Shayma Sadan

Nageshwar Nath Roop Kala- Divya Kala Shugreev Kila

Chhotty Deokali Sita Rasoi Mani Mandir

Chireswar Nath

Mahadeo Kale Ram Mandir Valmiki Bhawan

Hanuman Bagh Nishad Raj Mandir Surshari Mandir

Ram Kuchehri Janki Mahal Mandir Khas Chowk

Bada Sthan Dashrath

Mahal Chhapia Mandir Asharphi Bhawan

Bada Bhakt Maal Mandir Janki Ghat Vedanti Mandir

Kausalya Bhawan Gurudwara Nazerbagh Gurudwara Brahmakund

Jain Swetamber

Mandir Jain Digamber Mandir Fatik Shila

Raj Sadan Mani Ram Das ki Chhowni (Choti

Chhowni)

Raghunath Ji ki Chhowni (Barai

Chhowni)

Tapsi Ji ki Chhowni Mauni Baba ki Chhowni Tulsidas ki Chhowni

Koslesh Sadan Totadri Math Lakshman Kila

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Tulsi Smarak Bhawan Ramkatha Sangrahalya Shish Mahal

KUND

Brahma Kund Dant Dhawan Kund Vidya Kund Dashrath Kund

Vibhishan Kund Sita Kund Vashitha Kund Brahaspati Kund

Suraj Kund Hanuman Kund Sonkar Kund

FAIRS AND FESTIVALS

Ramnavmi Mela Saavan Jhoola Mela Panchkosi

Parikrama Chaudah Kosi Parikrama

GHATS

Nageshwar Ghat Nirmochan Ghat Vasudeo Ghat Raj Ghat

Jhunki Ghat Lakshman Ghat Gola Ghat Tulsidas Ghat

Ram Ghat Chakratirth Ghat

GARDEN

Tulsi Udyan Rishabhdev Rajghat Udyan Ram ki Pairi Ramkatha Park

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NEIGHBOURING PLACES

Bharat Kund Dashrath Samadhi Hanuman Kund Sonkar Kund Achari ka

Sagra

Faizabad City

There are many markets in the district but few are mentioned here :

1. Chowk :It is a market which is situated in the heart of the city. About 4 Km. from Faizabad

Railway station, all the necessary items as well as furnishing materials are available here.

2. Rekabganj :This market is famous for medical shops and hardware stores as District Hospital

is situated nearby.

3.Fatehganj:This market is famous as Grain Market.

4. Naka :This market is small market but famous for fruits and transport bussiness as Navin

Mandi which deals with whole-sale of fruits and vegetables is nearby.

5. Modaha :This is a small market but all the items of day to day requirement are available here,

as this is just beside the Faizabad Railway Station.

Faizabad Craft and Culture

Cultural heritage of district originates in the past from the kingdom of Suryavanshis. In the

lineage of Suryavanshi Kshatriyas, King Raghu was a glittering character after whom the

Suryavansh became popular as Raghuvansh. In the third generation of king Raghu birth of Shri

Rama took place, whose image is still alive in the heart of all Hindus as God. The period of the

Ramayana was, perhaps the most glorious period in the history of ancient India. For not only did

this age mark the composition of the holiest scriptures, the Vedas, and other sacred literature that

laid the foundation of Indian culture and civilization, but the era was also exemplary in its rule of

law and truthfulness. The regent was answerable to his subjects in matters involving the prestige

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of the state and society. The veracity of the facts lies in the undiminished reverence for the epic

even after more than three millennia. Lord Ram was the 'Adarsh Purush' of the Ramayana - an

ideal in every fact of human behavior. His fourteen year of exile impressed the human mind

more vitally than other period of his life. Because he had roved the wilderness, giving up his just

heritage, merely to preserve the honor of his father's word.

Craft : Hand made paper Units, the Artisans, Leather work and clothes.

Faizabad Education

There are two Universities in Faizabad District , Dr.Ram Manohar Lohia Awadh University

(formerly Awadh University) Awadh University and Narendra Dev University of Agriculture

and Technology (NDUAT). Kamta Prasad Sundar Lal Saket Post-Graduate degree college, (One

of the largest PG college in eastern UP) is also situated in Faizabad.

Faizabad Industry

Total Registered Factories: 128

Small Scal Industries:26223

Yash Paper Ltd.

K.M Sugar Mil

Dham Pur Sugar Mil.

Crop Research Station, Masodha, Faizabad

Pin: 224 133, Uttar Pradesh

The Crop Research Station, Masodha, Faizabad formerly known as Rice Research Station, was

established in the year 1951. This Station is a satellite centre of N.D. University of Agriculture

3& Technology, Faizabad. It is situated at 26o47´N latitude, 82o12´E Longitude and 113 m

altitude above mean sea level on the Faizabad-Allahabad road. The soil of station is sandy loam

with alkaline tendency, rich in potassium and moderate in organic matter. The Centre has well

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equipped laboratories, net house, glass house and field facilities to conduct rice research on

different ecosystems viz., drought prone rainfed upland, rainfed lowland- shallow water and semi

deep ecology, irrigated etc. Rice scientists deployed in different disciplines like Plant Breeding,

Agronomy, Soil Science, Physiology, Pathology and Entomology are working at the station.

The Centre shoulders the responsibility of catering to the varietal needs of different prevailing

ecosystems. Accordingly, altogether 18 varieties have been released for various ecologies and

areas including NDRH 2, the first rice hybrid of the state. This centre also takes the credit of

releasing the hybrid Narendra Usar Sankar Dhan 3 (NDURH-3) which is the first saline tolerant

hybrid released for problem soils in the country. Till date, the centre has collected/acquired 1020

accessions including local and exotic germplasm, covering diverse genetic variability. These

germplasm have been assessed for morphological traits, quality traits and resistance to prevailing

disease and pests. In addition to the AICRIP project the centre also collaborates with the national

and International institutes. The projects in operation at centre are Sodh Yojana, Consortium for

unfavourable rice environments (CURE), Upland Rice Shuttle Breeding network Project (IRRI-

NDUAT, collaborative project), IRRI-India Drought Breeding Network and Networking project

on collection, evaluation, cataloguing and improvement of traditional scented rice. Varieties

developed and recommended by Masodha Centre for various ecosystems.

2. PEPPERMINT

Family: Labiatae

Genus: Mentha

Species: piperita

A perennial plant growing to 30-80 cm and with a pungent taste and smell of peppermint. The

flowers are lilac-pink. The plant grows in conditions such as are found on the sides of ditches

and damp roadsides. The plant is cultivated as the source of peppermint and as an ornamental.

(i) Details of quality characters

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Peppermint oil is extracted from the plant by steam distillation.

A typical list of the constituents of peppermint oil is detailed below :

Alpha Pinene 1.4%

Beta Pinene 1.6%

Limonene 2.6%

Cineole + B. Phellandrene 7.9%

Menthone 24.1%

Mentofuran 2.4%

Iso Menthone 3.3%

Neomenthol 3.1%

Caryopyllene 2.5%

Menthol 38.7%

Pulegone 1.4%

Germacrene D 1.3%

Trans-Sabinene Hydrate 1.1%

(Aqua Oleum 1993)

(ii) Current production and yields

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If the average oil yield could be raised to 60 kg/ha (possible according to Canadian work), the

crop may be commercially feasible in Northern Europe. Present imports indicates home

consumption could be satisfied by 12,000 ha of the crop if such a yield level could be obtained .

Season, soil and situation all influence the yield of peppermint oil, and its flavour and colour.

When grown under ideal conditions, the yield of oil varies between 4 and 4.5 kg (0.9 kg =

approximately 1 liter) per tonne of partly dried mint. A good yield would therefore be 35 to 44

kg of oil per hectare. (ADAS 1980)

English (Mitcham) peppermint oil has very variable yields, ranging from 22-44 kg/ha (Guenther,

1952)

(iii) Constraints on production

Peppermint grows well in moist soils, with the exception of heavy clays. The ground must be

thoroughly cleaned to eradicate weeds, which would spoil the flavour of the oil.

Propagation is effected by means of suckers. These may be taken in the autumn, reared in cold

frames and planted out in the spring, or may be planted out directly during the autumn, although

the plants may be killed by frost over winter. The cuttings are placed about 30 cm apart. One

hectare requires about 100,000 plants. A field is kept in mint for about four years.

(iv) Markets and market potential

According to Verlet (1993) world production of peppermint oil was worth £64,000,000 in 1993.

The phenomenal increase in the oral care market has enhanced the mint industry with the

marketing of toothpastes, mouthwashes and related products being responsible for the increased

demand.

Other common names.—American mint, brandy mint, lamb mint, lammint.

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Habitat and range.—Peppermint is naturalized from Europe and is found in damp places from

Nova Scotia to Minnesota and south to Florida and Tennessee. It is largely cultivated, principally

in Indiana, Michigan, Oregon, Washington, and California, for the production of peppermint oil.

Description.—Peppermint propagates by means of its long, running roots from which are

produced smooth, square stems from 1 to 3 feet in height, erect and branching. The leaves are

from 1 to 2 inches long, about half as wide, pointed, and with sharply toothed margins. The plant

is in flower from July to September. The small purplish blossoms are placed in circles around the

stem, forming thick, blunt spikes.

Part used.—The leaves and flowering tops, for which there is a reasonably constant demand,

collected as soon as the flowers begin to open and carefully dried. The production of peppermint

oil by distillation of the cultivated herb is an extensive industry.* The wild form of the plant is

not suitable for this purpose, the cultivated plant containing more and better oil.

*This industry is described in the following publication: Seivers, A.F. Peppermint and Spearmint

as Farm Crops. U.S. Dept. Agr. Farmers' Bul. 1555, 26 p., illus. 1929.

2. Diseases Common to the Mint Plant

1. Verticillium Wilt

o Verticillium wilt is a fungus that lives in the soil and in mint plants. Initial

symptoms may be curled or twisted upper leaves, followed by stunted plants that

turn yellow, bronze or red as lower leaves die. Infected mint plants sometimes die

before symptoms are observed.

2.Rust

o Rust symptoms on peppermint begin with round, brown pustules on the underside

of the leaves, which then become discolored and fall off. Yellow blisters may

appear on the plant in spring, while black spores appear on stems in the fall.

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3.Powdery Mildew

o Mildew appears on mint leaves as a gray, powdery fungus, causing leaves to turn

yellow and fall off.

3.Company Profile

3.1 Introduction of Dhanuka Group Vision, mission and objective of Dhanuka

VISION- Farmers Prosperity through Dhanuka Excellence.

MISSION- Life Enrichment through Science.

OBJECTIVE-

Serve the Indian farming community with safer, Eco-friendly and

quality Agrochemical.

Support the grower on judicious and right use Technology.

Provide customer support services on usage and environment safety.

Pursue Research and Development growth bulk drugs.

With a motto of “Life enrichment through Science ”, Dhanuka Group is engaged in the

businesses of Agro-Chemicals & Seeds under Dhanuka Agritech Limited and Pharmaceutical

Ingredients under Dhanuka Laboratories Limited.

The Rs. 500 crores (USD 125 million) Group has world class manufacturing facilities across

India including 4 Agro-Chemicals Formulation Units, 2 Seed Processing units and a WHO-GMP

Certified API Facility. Dhanuka Pesticides Limited (DPL), was incorporated as a public Limited

Company under Indian Companies Act 1956 in the year 1985

The Group has a pan India presence, with branches in all major Indian states and over 15000

strong dealer’s network. Our 1000 strong techno-commercial team takes the message of modern

farming to over 1crore (10 million) farmers across the country.

With a strong focus on Research & Development and Quality, the group has emerged as the

Chosen Partner for several Multi-National Companies doing business with India.

Dhanuka Group has been actively involved in the service of Indian Farmers for the past 26 years

and has been instrumental in providing Crop specific, eco-friendly high quality crop care

products such as Dunet, Caldan, Kasu-B, Sheathmar, Targa Super, Vitavax, ®Vitavax Power,

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Omite® etc, through its international collaborations, recently The Group has entered into seeds

and water soluble fertilizers also.

Dhanuka Group has most modern, state of art manufacturing facilities in Haryana, Madhya

Pradesh, Gujarat and Jammu & Kashmir. The Group R & D Centre, recognized by Ministry of

Science and Technology. Government of India is engaged in field research Activities and

supports in updating the manufacturingfacilities, to be In line with the international

trends.Dhanuka Group puts highly focused efforts to provide Indian farmers, andunderstanding

of different modern agriculture technologies, to ensure highquality produce with increased

profits, through its techno commercialprofessionals and national marketing network. Dhanuka is

a quality conscious;customer friendly and eco-friendly group conscious for new molecules. The

groupis committed to provide Customer Support Services in the Area of product ofsafety and

disposals.

Divisions

Agribusiness

Dhanuka laboratories Ltd

Dhanuka Agritech Limited is the umbrella company for the business of Agro-Chemicals,

Fertilizers, and Seeds. The company reaches out to more than 10million farmers with its eco-

friendly high quality crop care products.The Agri-Division has a pan-India presence through its

marketing offices in allmajor states in India. With a dealer network of 15,000 across India, the

Group hasen able to make “Dhanuka” the preferred choice of farmers.be With the promotion of

DKKNT (Dhanuka Kheti Ki Nai Takneek) and the Groupfocus on extension activities coupled

with strong R&D setup Dhanuka has becomea household name in the farming community across

the country.

Dhanuka Laboratories Ltd, the Pharmaceutical Division of the group, was startedin 1998, with an

objective of leveraging the groups’ expertise in Chemical Industryand providing solutions to

Healthcare Industries.Dhanuka Laboratories Limited is a major player in the sphere of

oralCephalosporin Antibiotics in the country as well as South Asia.Consequently Dhanuka

Group has emerged as the chosen partner for severalMulti-National companies doing business

with India, both for agricultural andpharmaceutical products.

21

Dhanuka Group has taken up a number of community welfare programs likeDhanuka

Ashram at Vrindavan (U.P) for the benefit of pilgrims, Dhanuka AdarshVidya Mandir at

Ratangarh (Rajasthan) for the less privileged students as well asScholarships for promising

Agri students.

Profile Of Dhanuka Agritech Limited

DHANUKA AGRITECH LIMITED handles crop care business of Dhanuka Group. Thecore

strength of the company lies in its vast distribution network spread in theinteriors of rural India

through 27 branch offices, 1000 plus techno-commercialstaff and 15,000 highly dedicated

dealers.It has 4 modern manufacturing facilities at Gurgaon and Sohna in Haryana,Sanand in

Gujarat and Udhampur in J&K for formulation of various grades ofpesticides, fungicides,

miticides, weedicides, plant growth stimulants, plantgrowth regulators, foliar fertilizers and

sticking agents. It also has 2 SeedProcessing Units at Mandideep in M.P. and Turkapalli

(Hyderabad) in AndhraPradesh.

The company has been promoting seed treatment by operating seed treatmentand grading

machines at the doorstep of the farmers to bring about awarenessregarding the benefits of seed

treatment. The company gives them the addedbenefit of superior grading of the seeds with

automatic machines in a singleprocess.

The company had identified the need for quality through a strong R&D base bysetting up

Dhanuka Agriculture Research Centre in 1984 in its nascent years,which received recognition

from the Ministry of Science & Technology, Govt. ofIndia shortly after its establishment.

The company has to its credit the privilege of initiating first ever public-privatepartnership in the

country with Madhya Pradesh Govt. at Powarkhera DistrictHoshangabad, M.P. in November

2001, to strengthen the agriculture relatedextension activities for increasing the productivity and

profitability of farmers inthe district.

The company has strong association with scientific and educational community aswell as the

Central and State Governments for extension activities through farmerclinics and workshops on

right use of farming technology.Starting its international collaboration with DuPont in the year

1992 formanufacturing Dunet in India the company kept on adding new eco friendlyquality

molecules in its range from its collaborators from US, Japan and Norway.With the world

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focusing on weedicide business Dhanuka Agritech Limited hasWith the world focusing on

weedicide business Dhanuka Agritech Limited hasbrought world-renowned weedicides to India

for crop specific applicationsthrough its international collaborators.

The company has created large formulation capacity for EC, SC, WP, WG, SP, WDGand

Granules to meet its own demand and for formulation on Toll Manufacturingbasis. The

organization is dynamically exploring related opportunities in bothdomestic and overseas

markets. It welcomes technical collaborations andbusiness partnerships to tap respective

strengths for mutual benefits.

The company has developed in-house expertise in the field of Registration of newmolecules in

India and data generation and is prepared to offer related servicesfor prospective customers.

The company is tapping the inherent synergies between crop protection productsvarious crop

segments like paddy, wheat, vegetables, cereals and oilseeds. Thecompany is working towards

building partnerships with seed companies ofinternational repute for fulfilling its commitment to

introduce new varieties andhybrids.India has established its superiority in the field of IT and it is

time that itestablishes its superiority on its own turf – agriculture. Dhanuka is committed

toshoulder its responsibility towards this dream.

Brief history of Dhanuka Agritech Limited

Dhanuka Agritech Limited, a flagship company of Dhanuka Group, was acquired assick unit in

1980 with a meagre sales turnover of 17 Million INR, is today a unit ofpublic Limited Company

under Indian Companies Act 1956 in the year 1985;primarily for manufacture of technical grade

pesticides namelyCypermithrin. DPL entered into technical tie-up with E. i. DuPont De Nemours

&Co. Inc., USA. In the year 1992 to formulate, brand and Market on exclusive andall India

basis, Methyl- Brand name Dunet 12.5 L. A 28 year old, nearly deadmolecule Methomyl, which

to India third time, and finally through our Group wasrecognised in the Indian market. In the first

six months Dunet sales was 232 KLand in the fourth year itself the sales of Dunet touched all

time high of 977KL.In 1984 Dhanuka Group established a Research & Development unit

namedDhanuka Agriculture Research Centre (DARC), to carry out in house field researchin

process development. DARC is recognized by Ministry of Science andTechnology, Government

of India.

23

In the year 1992 Group acquired another sick unit namely Rajasthan Insecticidesand Fertilizers

Co. Pvt. Ltd. (RIFCO), mainly to make dust formulations. This unithas crossed 10,000 MTs

production in the third year itself.On the other hand Northern Minerals Limited (NML) joined

hands technically withUniroyal Chemical Company Inc., U.S.A. in the year 1999 to formulate

and marketCarboxin (Vitavax 75 WP), Oxycarboxin (Plantvax 20 EC) and

DiflubenzuronDimilin 25 WP). We are in advance negotiation stage for further MOUs with few

(other MNCs.

Within 17 years of its existence, the Group has diversified in Pharmaceuticals BulkDrugs

manufacture activity, Dhanuka Laboratories Pvt. Ltd. (DLPL) is established in1997 to

manufacture Cephalexin, 7- A.D.C, A. and Simvastatin, within two yearsDLPL’s Turnover is

150 million INR and is all for exports. & just two decades. Thegroup has touched a mark of 1500

million INR as Group’s turnover. Now, DhanukaGroup has completed 25 years. (Silver Jubilee)

3.2Products of Dhanuka Agritech Limited

CALDAN 50 SP is an eco friendly effective against Rice Yellow Stem Borer and LeafFolder

and other chewing and sucking insect-pest of various crops.

OMITE is a powerful true miticide belonging to an entirely new group Sulphiteester.

SHEATHMAR is a systemic antifungal effective for control of Sheath Blight of Riceand Black

Scruf of Potato caused by Rhizoctonia solani.

SHEATHMAR is highly effective against diseases caused by Rhizoctonia sp. oncertain

vegetable crops.

DUNET is a broad spectrum carbamate insecticide with quick knock down action.DUNET acts

as contact and stomach insecticide effectively controlling pests withovicidal, larvicidal &

adulticide activity

KASU-B is a broad spectrum systemic antibiotic fungicide cum Bactericideeffective for control

of Rice Blast and also various fungal and bacterial diseases invegetables and fruit crops

DHAWA is a new based insecticide, recommended for effective control ofHelicoverpa armigera

DIMILIN is an insect growth regulator for control of insect pests, particularlybelonging to

Lepidoptera, Coleoptera and Diptera.

24

HOOK has excellent translocation action. Absorbed by leaves and roots withinfour hours, hence

later no effect of rain. Safer to wheat crop without any sideeffect. No vapour action. Hence no

effect on adjoining field of mustard, pea,sunflower etc. if not directly sprayed on them.

QURIN is an effective post- emergence weedicides for effective control of broadleaf weeds in

soybean.

VITAVAX is a non - mercuric systemic fungicide for use as seed treatment forcontrol of seed-

borne diseases in different crops.

EM-1 is based on Emamectin benzoate, a new generation broad spectrumlarvicide for effective

control of Spodoptera litura, Helicoverpa armigera &Plutella xylostella in Cotton and Vegetable

crops.

NUKIL is a broad spectrum CHO compound insecticide having quickly Killing actioneffective

for control of all pests of Rice, Helopeltis and sucking insects in Tea, etc.

SIXER is a broad spectrum systemic and contact fungicide controlling variousfungal diseases

affecting leaves, stems, flowers, fruits etc.

VITAVAX POWER is a systemic-cum-contact fungicide effective for control of soiland seed

born diseases of large number of crops,

TARGA SUPER is leading post-emergence herbicides for the control of narrow-leafweeds in

broad leaf crops.

DHANZYME GOLDis growth regulator and provide nutrients. It is used to better crop result. It

two type present in market one in granule form another one in liquid form.

WEEDMAR SUPER is leading herbicides for the control of narrow as well as width leaf weeds.

It is used with the BARRIER.

25

DHANPREETis used to control the attack of thrips, aphids, leaf hopper etc.

26

Production Units of Dhanuka Agritech Limited

NORTHERN MINERALS LIMITED: to formulate and market Carboxin (Vitavax 75 WP),

Oxycarboxin (Plantvax 20 EC) and Diflubenzuron (Dimilin 25 WP).

DHANUKA PESTICIDES LIMITED: for manufacturing of technical grade pesticides

27

DHANUKA AGRICULTURE & RESEARCH CENTRE: AN R& D unit to carry out in-

house field research, process development

NORTHERN MINERALS LIMITED, MANDIDEEPand BHOPAL: to make dust

formulations

DHANUKA LABORATORIES LIMITED: diversified in Pharmaceuticals Bulk Drugs

manufacture activity

DHANUKA SEEDS: Producer & distributors of certified and high Quality seeds of cereals,

vegetables, oil seeds & pulses & fibres. The Dhanuka Group has an excellent rapport with the

farmers at the grass root level through our experienced staff at 24 Regional Offices spread

throughout the country & is also backed by a strong network of distributors/ dealers.

International Collaboration

In pursuit of making Indian Agriculture more profitable and rewarding for the farmers, Dhanuka

Group has been consistently introducing new, highly crop / pest specific, eco friendly molecules

in India in technical support of following international giants:

M/s. FMC Corporation, USA

Markar, Aaatank Danfuran

M/s. Nissan Chemical Industries, JAPAN

Targa Super

28

Dhanuka takes pride in its strong marketing, sales & distribution set up. This set up for pesticides

and seeds business comprises of:

Zonal offices headed by General Managers/ Directors,

33 branches with large and dedicated warehousing facilities to meet seasonal requirement,

Technical support teams,

Dhanuka Rapid Action Force at Zonal and Corporate level,

Distributor and dealer base for supporting the seeds and pesticides trade,

Matching communication infrastructure at all levels.

In pesticides industry the right use is as important as the right product in right quantity at the

right time. With literacy levels in rural India being very low educating the farmers is a herculean

task particularly in a vast country like ours, where terrains are difficult, agro climatic conditions

are diverse, large variety of crops is present and land holding is fragmented resulting in extensive

training requirement for very small farmers.

The marketing team is expert in relationship management. They visit villages as per predefined

schedule for the week, for giving product demonstrations and providing technical advice to

M/s. Hokko Chemical Co. Ltd., JAPAN

Kasu – B

M/s. Chemtura Corporation, USA

DIMILIN, OMITE ® VITAVAX ®, VITAVAX

POWER ®

29

farmers on right use of technology and about specific crop related problems. Dhanuka team is

specially trained before each season to answer queries from the farmers and channel partners.

They are also equipped with product literatures, product samples, demo kits etc. to provide on

the spot solutions.

Classroom and field training for safety and new products is a regular and ongoing activity.

Media publicity about the products, diseases and insects is carried out at state and Zonal level

apart from large scale campaigning supported by wall paintings and publicity in fares, and below

the line advertising and publicity.

Company Hierarchy

30

1

CALDAN 50 S.P.-

31

Chemical Composition-Cartap Hydrochloride

Package-250 gm

MRP-248/-

A water-soluble powder formulation containing 50% Cartap Hydrochloride.

Quickly moves into plants, resulting in prolonged residual activity.

Controls Insects at a low concentration.Has a different mode of action. Hence, controls insects

resistant to other Insecticides and overcomes their resurgence.

Has almost no effect on natural enamel of insects and on flesh, about 3 days after application in

actual field conditions.

Suitable for Integrated Pest Management.

32

MARKER

Chemical Composition-Bifenthrin 10%EC

Package-100 ml

MRP- 140/-

Quickly moves into plants, resulting in prolonged residual activity.

Controls Insects at a low concentration.Has a different mode of action. Hence, controls insects

resistant to other Insecticides and overcomes their resurgence.

Has almost no effect on natural enamel of insects and on flesh, about 3 days after application in

actual field conditions.

Suitable for Integrated Pest Management

DHANPREET-20 SP

33

Chemical Composition-Acetamypride

Package-100gm

MRP-91/-

A water-soluble powder formulation containing 20% Acetamypride.

Quickly moves into plants, resulting in prolonged residual activity.

Controls Insects at a low concentration.Has a different mode of action. Hence, controls insects

resistant to other Insecticides and overcomes their resurgence.

Has almost no effect on natural enamel of insects and on flesh, about 3 days after application in

actual field conditions.

Suitable for Integrated Pest Management.

3.3 SWOT Analysis

Strength

Company has good brand image of its products.

Products are available in all technical gredient.

Company has technical experts to suggest farmers and visit their fields.

Strong R & D wing.

Quality of the product.

Weakness

Less number of dealers/distributor of Dhanuka.

Some of the blocks are not covered.

Less advertisement such as pole posters, leaflets and folders.

Less number of field staff.

Less effort on promotion.

34

Opportunities

Number of dealers can be increased.

Many blocks and villages have not been still covered by any competitors.

Increased awareness among the farmers for use of modern agricultural practices like use

of hybrid seed,fertiliser and pesticides.

Manual hand weeding and other practices which previously conducted by labour in the

field is now become more costlier and difficult due to MNAREGA & other programmes

of Govt., so farmers are diverting toward use of weedicide and pesticide.

Threat

Tough competition from national and multinational companies

Less prices and more margin provided by other companies.

Concept of Organic Farming can reduce the consumption of pesticides.

Some product of other companies are more competitive than Dhanuka

3.3 TARGA SUPER-

\ TARGA SUPER 5% EC TECHNICAL-Quizalofopethyl

35

PACK SIZE-1 LITRE MRP-Rs 1450 DISTRIBUTOR’S PRICE-Rs 1335 FARMER’S PRICE-Rs 1360 FEATURES- Kills narrow leaf weeds. Together with curin and dhanuvit it can destroy narrow as well as

board leaf weeds. It kills sawa,guj grass,kas,dhoob grass,jungle jwar etc. It kills the weeds within 10-15 days without affecting the crop. It helps in maintaining humidity in soil as destroyed weeds form a

thin layer of manure. Expect paddy,maize,wheat,sugarcane,sorgum,bajra it can be used

in all the crops.

Research objectives :-

To find out the present practice in general which the farmers are using for controlling

weeds on peppermint crop.

To find out which weeds are claimed to be controlled with the competitive products.

To find out what are our strengths and limitations for improving acceptance of Targa

super?

To find out the present promotion strategy adopted by Dhanuka in the market.

36

To find out Satisfaction level of the farmers with use of Targa super and Satisfaction of

our trade channel partners in accepting Dhanuka policies.

4) RESEARCH METHODOLOGY

Nature of Research: Descriptive

Population : Approximately 2000 farmers, 10 distributor and 36 retailers .

Sampling

1. Sample Size: Total sample size is 123 in which distributors (10), retailers (23) and

progressive farmers (90) were taken as sampling size for the study.

2. Sample Design: Random sampling for retailers and distributors

Judgment sampling for farmers

Data collection tools

1. Secondary data obtained from literature of company, agricultural books and

internet.

2. Primary data obtained through Schedules and collected from farmers, retailers

and the distributors through farmers meeting by conducting personal interviews

and observation method.

Research instrument

Interview schedule having open ended questionnaires related to the awareness

and satisfaction of retailers, distributors and farmers towards.

Sampling units

Distributors, dealers and farmers of FAIZABAD districts covering major area is BIKAPUR,

MASHODHA, PURKHEPURWA BAZAR, NACTIPUR, MADHOPUR, FATEPUR

JALALABAD & RAMRIKALA were defined as a sampling unit.

37

Analytical tool

Percentage method: It is the value showing that out of 100 samples how many

come under a particular category.

% = X / Y × 100

Whereas –

X = No of respondents under particular category.

Y = Total no of respondents.

Data analysis tools

1. Pie-charts

ASSUMPTIONS AND LIMITATIONS OF RESEARCH

ASSUMPTIONS OF STUDY

1) Respondents will response correctly.

38

2) Respondents will maintain the seriousness of the interview and the survey.

3) Respondents will respond without any biases and they will co-operate at each

and every level of the interview and the survey.

4) Sample is a true representative of population.

5) The survey will complete at the proper phase and proper allotted time and

maintaining the scope of study. Certainty in market factors and changing market

scenario

LIMITATIONS OF STUDY

3) The lack of proper awareness regarding product and its associated benefits.

4) Accuracy of data depends upon the willingness and ability of the respondents,

which was doubtful in this case.

5) In some cases awareness level of retailer was a limiting case.

6) Respondents were reluctant to answer questions as they were not aware of the

importance of the project and research.

7) Time constraint.

8) In many cases people refused to answer any question as they were very busy in

their work (Generally Distributors).

9) Sampling size was small therefore sample may not be true representative of

population.

10) Distributors and dealers were not ready to share the information in the

correct form.

General FINDINGS –

The total geographical area of Faizabad is 1200 acres of which 385 acres

area in under gross cultivation.

39

Peppermint occupies 385 acres with production of 5000 lts oil. Average

productivity of peppermint in Faizabad is 1204 liter per acre (http://

agridept.cg.gov.in).

In Faizabad among all Districts, maximum area and production of

peppermint comes under Mashodha followed by Bikapur and Majhauli.

Most prominent weed species found in peppermint are- Echinochloa

crusgalli, Cynodon dactylon, Corchorus spp., Cyperus rotundus, Euphorbia

spp., Commelina benghalensis, Parthenium hysterophorus, Setaria glauca,

Eclipta alba, Phyllanthus niruri, Acalypha indica, Trianthema

portulacastrum, and Brachiarai romasa Alysicarpus rugosus.

Board and narrow leaf weeds in Faizabad-

Board leaf weeds Amaranthus virids, Commelina benhalensis, Corchorus

tridents, digera arvensis, euphorbia hirta, Euphorbia microphylla,

Phyllanthus niruri, Trianthema monogyna, Anagallis arvensis, Argemone

mexicana, Cirsium arvensis, Convolvulus arvensis, Fumaria parviflora,

Lathyrus aphaca, Melilotus indica, Pluchea lanceolata, Polygonum sp.,

Rumex denticulata, Vicia sativa.

Narrow leaf weeds-Achracne racemose, Cynodon dactylon, Digitria

sanguinalis, Eleusine aegyptiacum, Eleusineindica, Eragrostis tenella,

Panicum colonum, Cyperus rotundus, Echinochoa crusgali, paspalum sp.,

Setaria, Cyperus iria.

Present sales volume of Targa super in Faizabad-18,000-20,000 liters.

Major Players of market

Dhanuka agritech limited

40

Bayer

Syngenta India limited

Excel crop care limited

Dow agro science

Hindustan pulverising mills

Anu product limited

Crystal phosphate limited

Tata rallies India limited

Tropical agro system pvt.ltd

Insecticide India limited

Saga biotech

Krishi rasayan

Upl

Goodrej

Indofil limited

Coromandal

Biostadt

Plant remedies

The above players are active in the allotted district. There is a neck to neck fight in

between these players. Each and every company tries to capture market share as

much as possible. Most of the retailer used to keep product of different

companies. The market potential of herbicide in district Faizabad is very good.

Villages like Mashodha, bikapur & Majhauli are good area for crops like

PEPPERMINT. Companies have their own distribution policy and different sales

promotional scheme. Dhanuka agritech limited compete with these national and

some multinational farms. The detail analysis and data is given further.

Company Product MRP

(Rs)

Pack

size

Price for

Distributo

rs

Price for

Retailers

(margi

Farmer’s

price

41

On the basis of interpretation of price list it is found that in an average of all

companies the margin got at different level are as-

About 2-5% at distributor’s level on basic price.

About 8-17% at retailer level on the distributor price.

(margin)R

s

n)Rs Rs

Dhanuka TARGA

SUPER

1371 1 Ltr 1233

1270

1300

Bayer crop

science

WHIP

SUPER

1446 1Ltr 1301 1346 1370

INDO FIL PASSPORT 1700 1 Ltr 1526 1571 1620

SOCIETY 1675 1 Ltr 1390 1445 1490

Coromanda

l agrico pvt.

Ltd

CROSS 1800 5 Ltr 1710 1755 1785

TROPICAL

AGROSYST

EM

TAGPYER

1468

1 Ltr

1322

1377

1397

BASF PURSUIT

ODYSSEY

1700

700

1Ltr

250

ml

1500

610

1520

680

1550

690

RAZOR 1700 1 Ltr 1410 1475 1500

42

Discounts offered by the trade to farmers depend upon quantity of product that

purchased by farmer .There are discounts rarely offered by retailers to farmers

who buy on cash.

Distribution set up of competitor companies in the area that surveyed:-

Company Distributor

Farmer SUB-Dealer

Mobility available from these competitors for covering the area:-

1) Motor cycles

2) Vans

3) Marshal , Bollaro and other four wheelers carriers e.g. max, pick-up etc.

4) Swaraj majda etc. mainly used for seed and fertilizers by Bayer and other companies.

POP material that is in use to promote products material

Competitor companies offer point- of-purchase (POP) materials free of charge to all dealers and distributors that use to promote their products. POP materials currently used by competitors include price cards, posters, shelf talkers, and stickers.

Self talkers :- Printed card or other sign attached to a store shelf to call buyers' attention to a particular product displayed in that shelf.

VCDs :- Video CD which contain information about the product with some entertainment available at point of purchase at dealer’s shop. Farmers get these VCDs free of cost

43

Help line numbers:- 24 hours customer help line numbers with photos of product of company . Ex. Dupont

Posters :- a relatively large printed card or sheet of paper, often illustrated, posted to advertise or publicize product with slogan and logo of company.

RML direct scratch card has given on some products of Dupont. By scratching this card farmer gets information about crop, market, APMC, climate by message on his mobile for 1 year.

Extension mechanisms and tools and field forces of the competitors:-

For the market development companies do the ricksaw demo, News paper and t.v.ad, campaigning etc. The present promotion strategy adopted by Dhanuka in the market

Extensive demonstration in pre and post season

Promotional vans and road shows for specific product

Mega Farmers meeting

Postering, leaflet

Banners and pole posters, wall-posters

SMS to farmer

Rath campaign

Field day

PHOTOGRAPS OF COMPETITOR’S PRODUCT- 1.PURSUIT(COMPANY-BASF)

44

PURSUIT

Technical name:- Imazethapyr 10% SL

Control weeds:- Cyperus difformis , Echinochloa colonum , Echinochloa crusgalli , Croton

perrsifiours , Digera arvensis , Commelina benghalensis

MRP- Rs.1700/-

Farmer price:- Rs.1550/-

2.DINAMAZ(CHEMINOVA)

45

Dinamaz TM (imazethapyr)

-Dinamaz

Technical name:- Imazethapyr 10% SL

Control weeds:- Cyperus difformis ,Echinochloa colonum ,Echinochloa crusgalli ,Croton

perrsifiours ,Digera arvensis ,Commelina benghalensis

MRP- Rs.1700/-

Farmer price:- Rs.1600/-

46

3.ODYSSEY(COMPANY-BASF)

Odyssey

Technical name:- Emazethapyr 35% +Imazamox 35 WG

Control weeds:- Eccanoclova, Dinebra, Digiteria, Branchiyariya, Uforebea

Dose:- 40 gm/acre

Whole sale rate:- Rs.680/-(40 gms)

Farmer price:- Rs.700/-

47

4.WHIP SUPER(BAYER)

Whip super

Technical name:- Fenoxaprop p ethyl

Control weeds:- Echinochloa colonum ,Echinochloa crusgalli ,Digit aria spp.Elusine

indica,Brachiria sp.,setaria sp.

MRP- Rs.1475/-

Farmer price:- Rs.1450/-

48

5.RAZOR(SHRI RAM FERTILIZER)

RAZOR

Technical name:- Imazethapyr 10%SL

Control weeds- Cyperus difformis ,Echinochloa colonum ,Echinochloa crusgalli ,Croton

perrsifiours ,Digera arvensis ,Commelina benghalensis

MRP- Rs.1700/-

Farmer price:- Rs.1500/-

49

6.SHIKHAR (COMPANY-BHARAT INSECTICIDES LTD)

SHIKHAR

Technical name:- Imazethapyr 10%SL

Control weeds- Cyperus difformis ,Echinochloa colonum ,Echinochloa crusgalli ,Croton

perrsifiours ,Digera arvensis ,Commelina benghalensis

MRP- Rs.1700/-

Farmer price:- Rs.1500/-

50

DATA ANALYSIS

Various tools used by competitors to entice the trade for ensuring their loyalty:-

Dealers and whole sellers are very much motivated by the different scheme

of companies like abroad and domestic tour scheme, gifts, awards,

recognition etc. These schemes encourage dealer and whole seller to

achieve the target sales. These scheme increase brand loyalty in dealers,

they thought that these scheme are in addition to their profit what they got

on the sale of molecule. So this additional profit continuously motivates

them to achieve the set sales target. The importance of different scheme

according to distributors is shown in pie chart

Gift 30%

TOUR schemes 20%

AWARDS 30%

Others 20%

schemes offered by companies-

51

Importance of margin and different gifts on cost sharing basis:

The importance of good margin and different gifts on cost sharing basis which are

allowed to dealers by the company. These margin and gift increases loyalty of

dealer toward company. These regular gifts create positive attitude towards the

company strategy.

Good Margin 40%

Diaries 10%

Carry bag 30%

Calendar 20%

SCHEMES OFFERED BY OTHER COMPANIES

52

Question was asked from distributor about their preference in different company

policy and working strategy about 30% says there should be good margin in the

product, good margin encourage them to sell the product. About 30 %of retailer

believes that there should be good quality of products and 30% field staff support

for proper promotion of the product and sales. About 10% believe that they want

to product information and 10% better services.

Batter Margin 30%

Quality 30%

Field Support 20%

Product Information

10%

Better Services

10%

DISTRIBUTOR'S EXPECTATION

53

Question was asked from retailers about their preference in different company policy

and working strategy about 60% says there should be good margin in the product,

good margin encourage them to sell the product. . About 14 % of retailers believe

that there should be good quality of products and retailer meeting means a skilled

field staff support for proper promotion of the product and sales. About 26% believe

that they want to direct contact with company.

DIRECT CONTACT WITH ME COMPANY

26%

BETTER MARGIN- 60%

RETAILER MEETING

14%

RETAILER'S EXPECTATION FROM COMPANY

54

Retailer were not quiet satisfied with the price of Targa super. About 56 %

were not satisfied with the price of Targa super they felt like other

competitive product were cheaper then Targa super but 44% were satisfied

with the price of Targa super.

Farmers perception and benefits that they get by using Targa super:-

Question was asked to farmers about benefits and performance of TARGA SUPER ,57% of farmers were satisfied with the use of TARGA SUPER and 43% farmers were not satisfied .

SATISFIED 44%

DISSATISFIED 56%

Retailer satisfaction towards price of TARGA SUPER

55

Satisfaction level of farmers with use of Targa super

Question was asked to retailers about response of farmers about satisfaction level with use of Targa super,13% farmers were highly satisfied, 69% farmers were satisfied and 13% were disappointed and 5% highly disappointed.

Benefits over TARGA SUPER that are claimed by competitive companies

SATISFIED 57%

DISSATISFIED 43%

FARMER SATISFACTION

13%

69%

13%

5%

Satisfaction level of farmers towards Targa super

Highly Satisfied Satisfied Disappointed Highly Disappointed

56

It kills both narrow as well as narrow leaf weeds.

It doesn’t harm friend crop like arhar crop.

It is cheaper then Targa super (Targa super along with curin is costly).

In many villages and cities retailer were not satisfied with the

promotional activity of dhanuka. Some times promotional activity

were done only in seasons.

SATISFIED 44%

DISSATISFIED 56%

RESPONSE OF RETAILER'S TOWARDS PROMOTION ACTIVITIES OF DHANUKA

57

Packaging of Targa super is good about 78% were satisfied with the

packaging of Targa super while 22% did not like the packaging of

Targa super they like packaging of pursuit and whip super.

Satisfied 78%

Dissatisfied 22%

0%

SATISFACTION LEVEL OF RETALER WITH PACKAGING OF TARGA SUPER

58

FINDINGS -

1. All types of narrow leaf weeds are controlled by Targa super.

2. 30 %of retailer believes that there should be good quality of

products and 30% field staff support for proper promotion of the

product and sales. About 10% believe that they want to product

information and 10% better services.

3. 60% retailers prefer the better margin in product over retailers

meeting and direct contact with company.

4. Retailers were not quite satisfied with the price of Targa super.

5. Satisfaction level of farmers with use of Targa super is about 57%

which is sufficient.

6. In many villages and cities retailer were not satisfied with the

promotional activity of Dhanuka.

7. About 78% were satisfied with the packaging of Targa super

while 22% did not like the packaging of Targa super.

59

Conclusion:

There is good potential for Targa super in the district of FAIZABAD, because of

good water level and irrigation facility available in the area and farmers are

moving towards modern agricultural practices of PEPPERMINT.

The field staff support of Dhanuka in this district is good but company still

requires increase the present volume of staff to compete in the market.

The price expectation of retailers as well as farmers was little bit lower than what

was disclosed by the company. They expected that being a good company it

would have low price since some existing as well as new performing companies

had lesser prices than Dhanuka.

Company has a strong brand image for its products.

Company is facing huge competition from local, national and multinational

companies

Retailers are providing most of the information regarding TARGA SUPER

application. Retailers have a good touch and knowledge of pesticide industry.

Bayer has good brand awareness followed by Dhanuka, Syngenta, Coromandal

and Nagarjuna.

60

These conclusions can be summed up in form of strength and limitations:

Strength

Farmers were quiet satisfied with the use of Targa super.

No farmer complained about the performance of Targa super when they sow peppermint in their field.

Retailers are also satisfied with performance of Targa super.

It kills narrow leaf weeds effectively.

Limitations

Retailers want higher margin.

Competitor companies give more margin to trade

it controls only narrow leaf weeds.

It can’t control ‘MOTHA’ which is an exception.

61

SUGGESTIONS AND RECOMMENDATIONS

The company must focus on localized marketing. The implications of localized

marketing are given below:

Packaging

1. The packaging of the TARGA SUPER needs to be more attractive, attractive colors

must be used, though the high selling brands (PURSUIT and WHIP SUPER) are

having simple packaging.

2. Bag and bottle Hanging facility should also be there.

Promotion

1. The company needs to increase the number of field-staff since the area is large.

2. Gift schemes for retailers will increase sell and popularity of company, because

retailers play the main role in diverting farmers towards any product or company.

3. A well planned demonstration of TARGA SUPER has to be organized under

supervision of sales officer as well as distributor.

4. Mike and poster campaigning should only be done in hats in distant village during

season so as to constantly hammer them about the TARGA SUPER.

5. Make available Targa super at local dealers from where farmer can easily get the

quality product

6. The company should promote Targa super in this area with other products in the

posters, literatures and promotion vans.

62

7. The sizes of the wall posters need to be increased since the wall-posters of the

company are too short as compared to other companies.

8. During the weekly huts(canopy), a field-staff may be made to have a counter at

the hut-place only where he will make the farmers understand about Targa super

and other products and provide them with location of the nearest retailer where

the product is available.

9. Name and address of some local farmers where the demonstrations were

successful must be mentioned of literature of the TARGA SUPER (this is what we

call localized marketing).

Product name

Company name MRP/ Trade Price

Co.2 co.3 co.4 Co.5

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Questionnaire for Distributor-

Name of Firm: --------------------------------------------------- Date: -----------------

Name of the firm: ------------------------------------------------ Add: --------------------------

------------------------------------------------------- -----------------------------------------------------

Area: ------------------------------------------------

Contact person: -------------------------------------------------- Mob: -------------------------

Name of Interviewer: ------------------------------------------

(1) Name of the companies for which you are dealing & their turn over:

S.No. Name of the company Turnover in Lac.

1

2

3

4

5

6

7

(3) Name of the top 3 distributors of herbicide:-

Name of distributor Place Total Turnover (Lac)

64

(4) In your opinion which three companies are doing better field work at farmer level rank them on satisfaction level

Company Ranking Reason

Ranking Reason

(5) Distribution policy of company sl.no. Company Distribution of product Remarks

(5) Price structure of the Companies

HERBICIDE

Company

Trade

name

Technical name

Pack size

MRP

Distributor price

Retailer

price

Farmer price

volume

Turnover

1. 1.

2.

3

2. 1.

2.

65

3.

3. 1.

2.

3.

1. 1.

2.

3.

2. 1.

2.

(6) What do you expect from the Company (give rankings?)

Better margin

Product information

Quality product

Better services(delivery, timely supply)

Field staff support

Demand from farmer

(7)what is the impact of various schemes given by the company on your sales (Give ranks)

points to rank Type Company Year Sales(previous)

Sales (after) Remarks

Tour schemes

Gifts

Awards

Recognition

Other

66

(8) How much the various gifts & training is important for you

Company Attributes Rankings Importance(%vice) Remarks

Training

Diary

Carry bags

Calendars

Purses

Wrist watch

Other

(9) Buying behaviour of the consumer(give rankings)

Product company Price Quality Retailer suggestion availability Other

Herbicides

(10) Up to what extent does the dealer training program organize by companies or sponsoring dealers to the training programs initiated by Agriculture universities help in getting mileage

a) Excellent b) Good c) Fair d) Not satisfactory

(11)your view about interview

67

QUESTIONAIR FOR RETAILER

Owner’s name -……………………………………………

Nature of firm-……………………………………………….

Address-…………………………………………………………

……………………………………………………………………….

…………………………………………………………………………

Contact number-………………………………………..

1) Since how many years you are in the business of herbicides

………………………………………………………………..

2) What range of products do you deal in

………………………………………………………………….

3) In which village do you sell products

……………………………………………………………………..

4) Which brands of dhanuka do you deal with

………………………………………………………………………

…………………………………………………………………………..

………………………………………………………………………….

68

5) Have you ever sold Targa super ?

(yes/no)…………………………………………………………………..

6) If yes . since how many years?

7) What is the response of farmer

-highly satisfied

-satisfied

-disappointed

-highly disappointed

8) Other then Targa super which other weedicide you sell for peppermint?

…………………………………………

…………………………………………

……………………………………………

9) What is your expectation from the company?

(1) Better margin

(2) Retailer meeting

(3) Direct contact with company

10) Do you feel the price of the Targa super are competent

enough?(yes/no)

Are you satisfied with promotion strategy?(yes/no)

Suggestion……………………………………………………………………………………………………

……………………………………………………………………………………………………………………

…………………………………………………………………………………………………………………….

11) Are you satisfied with the packaging of the product ?(yes/no)

69

……………………………………………………………………………………………………………………

…………………………………………………………………………………………………………………….

.

12) Do you feel other herbicides packaging are better then Targa super?

13) If yes, which herbicides………………………………………………..

14) Do you have complained with the company policy? (yes/no) your

complain

……………………………………………………………………………………………………………………

………………………………………………………………………………………

15) How do you think the brand image can be popularized?

…………………………………………………………………………………………

70

Questionnaire for farmers:-

Name of the farmer: --------------------------------------------S/o --------------------------------

Village: --------------------------------------------------------------District: -------------------------

Mobile No: -----------------------------------

Total land holding: ------------------------------------------------

1) Package of practice which you used for controlling the weed

.....................................................................................

.....................................................................................

......................................................................................

2) Treatment cost per acre with the chemicals that they use to control such

weeds

.........................................................................................

3) Chemicals other then TARGA SUPER that they are using in the area

....................................................................................

....................................................................................

....................................................................................

....................................................................................

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4) USP of those chemicals other then TARGA SUPER

.................................................................................

..................................................................................

..................................................................................

..................................................................................

5) NAME of weeds which are claimed to be controlled with the competitive

brands

....................................................................................

......................................................................................

......................................................................................

.....................................................................................

6) Is TARGA SUPER available in your village (YES\NO)

7) FARMER’S perception and the benefits that they get by using TARGA

SUPER

.....................................................................

.....................................................................

......................................................................

8) ARE You aware about the method of use for treating their crops with Targa

super

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(yes /no)

9) Are you satisfied with performance of TARGA SUPER(YES/N0)

IF NO;....REASON..............................................................

10) Any

suggestions.......................................................................................................

..........................................................................................................................

..........................................................................................................................

........................................................................................................

Date: --------------------------

Place: -------------------------

----------------------------------------

Farmer signature

73

Bibliography

http://www.dhanuka.com/index.php

http://www.bayer.com/

some journals and agriculture books