Summer Project Report

1. DHANUKA AGRITECH LTD
3D PRODUCT COMPARISON OF DAL V/S BIOSTADT, PI & HCL IN
KADAPA, NELLORE & KHAMMAM DISTRICTS OF A.P
SUMMER PROJECT REPORT
SUBMITTED TO
SUBMITTED BY
Mr. M.N. RAO
PRASHANT DHARPURE
BUSINESS MANAGER
PGDABM 2010-12
DHANUKA AGRITECH
LIMITED.
VAMNICOM, PUNE
PGDM-ABM
VAMNICOM, PUNE
2011
PRASHANT
DHARPURE
PGDM-ABM
VAMNICOM, PUNE
PRASHANT
DHARPURE
PGDM-ABM
VAMNICOM, PUNE

2. DECLARATION
This is to declare that I, Prashant U. Dharpure, student of Post Graduate Programme in Agri- Business
Management (2010-20012 batch), VAMNICOM, PUNE have given original and authentic data,
information and maintained full confidentiality to the best of my knowledge in the project report title “3D
Product Comparison of DAL V/s Biostadt, PI & HCL in Andhrapradesh”
And that, no part of this information has been used for any other assignment but for the partial fulfillment
of the requirements towards the completion of the said course.
PRASHANT U. DHARPURE
VAMNICOM, PUNE.
PGDM-ABM (2010-12)
VAMNICOM, PUNE
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3. CERTIFICATE
This is certify that Mr. Prashant U. Dharpure is a Bonafide student of Post Graduate Diploma in AgriBusiness Management (2010-2012); VAMNICOM-Pune, and has participated as summer trainee in our
company for the period April- June. He has successfully completed her summer project entitled “3D
product comparison of DAL V/s Biostadt, PI & HCL in Kadapa, Nellore & Khammam districts of
A.P” towards the partial fulfillment of the his requirement for the course.
I wish him all success in future. I wish him all success in future.
Dated:
Mr. M. N. RAO
Business Manager
Dhanuka Agritech Limited
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4. CERTIFICATE
This is to certify that Mr. Prashant U. Dharpure is a bonafide student of Post Graduate
Diploma Programme in Agri- Business Management (2010-2012), VAMNICOM, Pune did his
summer internship under my guidance. He has successfully completed his summer project
entitled“3D product comparison of DAL V/s Biostadt, PI & HCL in Kadapa, Nellore & Khammam
districts of A.P’’ towards the partial fulfilment of his course.
Date:
DR. D. RAVI
( Faculty Guide )
Place:
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5. ACKNOWLEDGEMENT
I would like to extend my deep sense of gratitude to Dhanuka Agritech ltd. especially Mr. Kamal Kumar Sr.
general manager for giving me the opportunity to work in this company as summer trainee, which has been
a pleasant experience
I am also thankful to Mr. M. N. Rao (Business Manager) whose guidance and encouragement during the
course of this project has been valuable. My thanks are to Mr. M.K. Prasad (Zonal Manager) Dr. M.
Parashuramaiah, (Development Manager), Dhanuka Agritech ltd. whose valuable suggestions were of
immense help to me.
This summer project would not been started and much less completed without the encouragement and
support of many people, most notably the officials and staff of Dhanuka Agritech Limited, and all those
good and kind hearted person I met during these two month period.
I would specially like to thanks for Area manager Mr. Lokeshwar Reddy, Mr. V.Seshavali, Mr. Nagi
Reddy and Marketing Officer who helped me in primary and secondary data collection. My heartfelt
gratitude and appreciation goes to all distributors, dealers and officials whose patient answers to my queries
formed the foundation of my project.
I am also grateful to my programme director Mr. Anil Karanjkar & my faculty guide Dr. D. Ravi without
whose support this project would have not been complete. I wish to express my thanks to all my friends
especially Vijay Democrates,Vishal Lngayat, Dhnyanesh Pise, Sandip Dongare, who have been offering
advise and suggestions which were of great help to me.
I am also thankful to all VAMNIANS and faculty. I wish to thank all the respondents who were kind
enough to spend their valuable time for my project.
Lastly but most importantly I am greatly indebted to my parents who have been the sole cause for
my progress in life. Thank you my dear parents.
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6. EXECUTIVE SUMMARY
Title
: “3D product comparison of DAL V/s Biostadt, PI & HCL in Kadapa, Nellore &
Khammam districts of A.P.’’
Organization
: Dhanuka Agritech Ltd.
Reporting officer : Mr. M.N. Rao ( Business Manager)
Faculty Guide
Student Name
: Dr. D. Ravi.
: Mr.Prashant U. Dharpure.
The project is undertaken to compare 3D products of Dhanuka Agritech Ltd. in three districts of
Andhrapradesh. The districts allotted to me are Kadapa, Nellore, & Khammam. The study has done in two
parts i.e. dealers & farmers. Apart from these the market potential for PGP or Zymes has been evaluated
along with a tab on the competitors and their strategies.
The dealers were evaluated on some parameters viz. Annual Turnover, Relative coverage of different
competitor in market, % of dealers promoting or not promoting zymes, Credit Period ,Credit sales as % of
total sales, Margin ,Market Analysis of 3D products & their competitors, Preferred Schemes/ Gifts, Major
constraints in selling 3D Products ,Most imp. Promotional activities, Satisfaction level of Dealers.
Further these dealers and retailer are very strong in their loyal customer base because of their personal
rapport with farmers and the credit leverages offered by them to their customers.
On financial aspects all the markets are highly credit-oriented. The socioeconomic profile of the farmers is
poor and because marginal land holdings, their repaying capacity and risk bearing ability is less. This is the
reason that most of farmers take the inputs on credit and clear the accounts after the cropping season and
thus the money that circulates between the company and end-users remains blocked as long as the length of
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7. cropping season. Though dealers accept that the credit period to clear their accounts to distributors is of 15
days but they are not able to clear the whole amount within the stipulated time as at an average more than
40% of dealers are forced to do the business on 60% or more credit sales.
The report also puts some light on farmers perception about 3D products by asking some questions on
following parameters viz Perception of Farmers about DAL, Biostadt, PI & HCL, Factors influencing
buying behavior of farmers, satisfaction Level of farmer
Farmers have very less knowledge about Zymes and these are the dealers who recommend the product and
give some consultancy. So it will be good to motivate them through giving some training on crop
management practices. The results show that at an average 75% dealers are interested to promote PGP and
hence it is easy to develop the market for PGP. Among the factors which motivate dealers to promote 3D
products, better quality of the product is ranked first by dealers. Then it is the effect of Zymes on
maintaining the soil fertility and reducing the effect of indiscriminate use of fertilizers on soil. Fieldwork
ranked second followed by better margin on PGPs, Demand of 3D products is one of the main constraints
in selling. High price is the main reason followed by packaging, promotional campaign & supply of the
products for not selling the Zymes
Many competitors are working at dealers’ levels mainly and very less work is going on at farmers’ level
that is the gap left by the competitors. The perception of dealers and farmers about these local
brands on the basis of assurance, responsiveness, empathy and reliability is average and some dealer
promotion scheme and farmer level extension activities as suggested in the action plan can help the
company to consolidate its business. The results indicate that Field demonstrations as best way of
popularising the 3D products as we can show the results and influence many farmers to use our
product after convincing them. In case of farmers, quality & price of the product are the main
reasons of influencing buying behavior of farmers. The study has done about perception of farmers
towards DAL & its major competitors viz Biostadt, PI & HCL
.
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8. The corporate image of DAL is also evaluated on the basis of product quality, pricing, promotional
campaign, packaging and fieldwork. The results show that it is having a high-perceived image in product
quality but the response on other four parameters is not satisfactory, which shows a scope to improve
further
The suggestions made to grow the business can be fruitful for the company and the action plan
suggested in a step-by-step manner to enter the market will definitely bring a profitable future. The
study also addresses the perceived image of DAL from dealers’ point of view so as to identify the areas
for improvement to prepare a loyal network of dealers who can be true partners for the company.The
study also addresses the views of the end users.
Finally the study concludes with the action plan to develop market for 3D products in a step-by-step
manner for a long-term relationship with custome
Table of Content:
Sr.
CHAPTER
PARTICULARS
PAGE NO.
1
CHAPTER- 1
DECLARATION
2
2
CHAPTER- 2
CERTIFICATES
3
3
CHAPTER- 3
ACKNOWLEDGEMENT
5
4
CHAPTER- 4
EXECUTIVE SUMMARY
6
CHAPTER- 5
INTRODUCTION
10
CHAPTER- 6
RESEARCH DESIGN & METHODOLOGY, DESIGN, AREA OF
12
NO.
5
6
STUDY
7
CHAPTER- 7
INTRODUCTION ABOUT AREA
17
8
CHAPTER- 8
COMPANY PROFILE
22
9
CHAPTER- 9
FINDING ABOUT ZYME MARKET IN ANDHRAPRADESH
28
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9. 10
CHAPTER- 10
FINDING ABOUT ZYME MARKET IN KADAPA, NELLORE &
30
KHAMMAM DIDTRICTS OF A.P.
11
CHAPTER- 11
DATA ANALYSIS & INTERPRETATION
33
12
A) KADAPA
35
13
B) NELLORE
59
14
C) KHAMMAM
81
15
CHAPTER- 12
TIME MANAGEMENT MATRIX
101
16
CHAPTER- 13
SWOT ANALYSSIS
104
17
CHAPTER- 14
SUGGESTION TO GROW BUSINESS
105
18
CHAPTER- 15
FINDINGS OF THE STUDY
109
19
CHAPTER- 16
RECOMMENDATIONS AND SUGGESTIONS
110
ANNEXURE
112
20
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10. INTRODUCTION
Agriculture, inspite of its contribution of 14.8% to Indian GDP still provides bread and butter to 70% of
Indian population but its dependence on monsoon is nothing but a stark reality. The effect of bad
monsoon is not only felt at farmers’ level but also by the agri-input industry. Adding to this problem,
the increase in competition due to opening of the economy, increasing concerns about environmental
and soil pollution and onslaught by the local companies with their cheap brands have turned the market
into a battle ground where all the Indian companies and MNCs have to strive hard to get their share of
shrinking pie. To cope with the situation the companies must show competence in reducing the
marketing costs along with increase in sales. This can be done only if the companies have access to
right information from the market. Using this information, decisions at the strategic and tactical level
can be taken to increase the profit of the organization and to use the available marketing resources
efficiently.
Corporate or brand image is the essence of all experiences, thoughts and feelings about a company. A
successful brand image can drive a premium pricing and create barriers to entry for competition by
strengthening the loyalty of customers for any company. In fact marketing is battle of perceptions not
products the real driving force for any company in present competitive arena is recognition and
perception of its image.
In this present context the aim of marketing is therefore to address the need of the customers, the
creation of value through incorporating them into plans and later supporting them with a lasting
satisfaction programs.
Zymes being the new generation molecules and one of the latest biotechnological innovations in
agricultural field do not have a considerable
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11. Share in the mindset of end users. To keep in pace with new generation molecules, there is a need to
analyze the trend of various brands in the market, the prevailing market environment, need of the end
users along with the channel members will help the company in knowing the potential market. Here lies
the need of selecting such channel members who can be assets for the company and going ahead, a true
partner for the company.
Since it is very difficult to develop a separate niche on product front so it becomes imperative for any
company to start focusing on the base of the pyramid of the market viz.farmers dealers and the staffs
working with the ground operation. The company that will hone the aforesaid aspects will experience
the sweet taste of success.
The aim of agri-input companies must now be changing the purchasing behavior of the end users for
their products. The buying decision still mostly continues to be in dealers’ shops but now it has to be
changed to preconceived decision. The customer when comes to the shop should ask for a particular
product of a particular company. Thus creating brand awareness is what is required for doing business.
Therefore creating high recognition and powerful perception is the key to success.
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12. RESEARCH DESIGN AND METHODOLOGY
RESEARCH DESIGN:
After the objectives of the survey were well defined, the descriptive research design was decided to
be taking up. The research was of survey type and so immense importance was given on the technicalities
of sampling the method of constructing questionnaires, interviewing the respondents, editing, coding, and
tabulation of data and the statistical techniques to analyze data.
SCOPE:
The study was carried out in the Andhrapradesh which is top most producer of the paddy in India.
To analyse 3D brands of DAL Vs PI, Biostadt & HCL.
OBJECTIVES :
Present study aim to understand product & schemes of 3D products.
1. To know the Brand Value
2. To know the Schemes
3.
To know Dealers Margins
4. To know Field Promotion Methods
5. Finally, Triple 3D Sale.
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13. IN-DEPTH STUDY OF 3D PRODUCTS COMPARISION OF DAL Vs COMPETITORS.
A. COMMERCIAL ACTIVITIES :
1. Study the strategies adopted by competitors in 3D products brand promotion.
2. Analyze the schemes and study pros and cons of competitor’s schemes in 3D brand promotion.
3. Inputs if any to motivate PDs / Distributors in promotion of 3D products over competition.
4. Role of early placement and commitment taking with gifts [i.e. binding dealer with quantity] and
time period when this is done.
Maximum Credit Facility from 3 companies for 3D & FGO system [if any]
B. BRAND PROMOTION :
1. Any specific differences between DAL Vs other two companies in promoting the products at field
level and mass media promotion.
2. In-depth study of the Literatures / Folders / Posters offered by other 3 companies Vs Dhanuka
.3. Evaluate what are the more effective extension activity tools adopted by competitors in 3D brand
promotion.
4. Any specific suggestion / study to reach the farmer’s for easy brand recall.
C. 3D PRODUCTS QUALITY
1. Study the efficacy of 3D products / opinion of farmers on 3D products over competition.
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14. D. STUDY OF 3D PRODUCTS PACKING
1. Significant differences in pack design / packing colours/packing wrapper content etc.
CONCLUSIONS:
A.Find out any key commercial offerings to the trade for improving the volumes.
B. What improvement regarding Field Promotion / POP you suggest for improving overall
performance of 3D products in-lieu-of our competition.
C. Find out farmers perception of the 3D products quality.
D. Where do we stand in terms of 3D packing compared to our competitors?.
QUESTIONNAIRE:
The questions were both open and close ended in nature. The questions were framed in simple
language and caring was taken regarding the order in which they were arranged, so that initially a good
rapport can be developed between the interviewer and the respondent.
SCALING TECHNIQUES:
The scaling techniques used were of ordinal type in which ranking of different proposition was
asked. The five-point scale was employed for rating of information sources, decision-making factors, and
expectations from company.
SOURCE OF INFORMATION:
Primary source of information
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15.  Personal interviews of Farmers, PDs/distributors/dealers and Marketing officers.
secondary sourcewith Area manager of project areas.
 Discussion of information
 Company literature
 Discussion with experienced Dhanuka loyal preferential dealers (PDs).
 Product details from the company brochures.
 Discussion with marketing officials of competitor companies(Non Disguised)
 Indiastat database for zyme and pesticides related information
SAMPLE SIZE
No
Markets
Crops
No
of
No.of
MO &
Pulivendula,
Paddy,
Proddatur,
covered
19
23
3 M.O.
28
37
4 M.O.
DD
Banana,Citru
Jamalmadgu,
Dealers
Bengal gram
Mydukur,
farmers
covered
covered
Kadapa
of
s,
Kadapa,
Raychoty,
Kaligiri,
Nellore
Paddy, Chilli,
Udaygiri,
Vegetables,
2 DD
Vinjmur, Kavali,
Allur,
Gudur,
Kota, Nellore.
Khamm
Sathupalli,
am
Kullur,
Paddy,
Vaira,
Karepally,
7
21
Vegetables,
4 M.O.
1DD
Chilli, mango
Khammam
Total
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81
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16. INTERVIEWING:
The dealers and Farmers were interviewed to get as best as possible from them to fulfill the
objectives for which the research was taken up. In some cases they were interviewed in groups and in some
cases individually.
Apart from dealers & farmers, field staffs of different companies were also purposefully visited and
open discussions were carried out to get more information about the market and also for cross checking the
responses of dealers & farmers
DATA ANALYSIS:
The data thus obtained was properly decoded and used for analysis. The data was analyzed in MS Excel
and SPSS.
LIMITATIONS OF THE STUDY
1. Few Dealers & Farmers were biased in responding to the questions, as some of them were having
good relations with Marketing officer accompanying during survey.
2. Language is one of the barriers in getting information & for proper communication.
4. Time constraint was one of the limitations
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17. AREA OF STUDY
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18. State profile of Andhra Pradesh:
Andhra Pradesh is the fourth largest state in India with an area of 27.4 million ha. About 40% of the
area (10.9 million ha.) is the net cultivated area and around 70% of the population depend on
agriculture.. The state has 23 districts classified under three regions viz. Telangana (10 including
Hyderabad), Coastal Andhra (9 districts) and Rayalaseema (4 districts).
The state has tropical to subtropical climate. Humid to semi-humid conditions prevail in the coastal
area, while in the interiors of the state the climate is arid to semiarid. . The major crops grown here
include paddy, sugarcane, oilseeds, beans, and pulses (edible seeds from crops such as peas, lentils, and
beans). Agriculture plays a vital role in the economy of the state.
The diversified agro-climatic conditions have endowed the state with vast potential for the
development of horticulture and plantation crops. The state ranks second in the country in the
production and extent of area covered under fruit crops, next only to Uttar Pradesh. The area under
horticulture crops in the state increased substantially from 0.37 m ha during 1982 to 1.38 m ha during
2001, recording an average annual growth of 7.1%.Irrigation is the most important input for
agricultural production, besides soil and seed. The state is blessed with many major rivers, the most
important being Godavari, Krishna, Vamsadhara and Pennar.
The proposed coverage under different sectors are agriculture – 0.487 lakh ha covering crops viz.,
oilseeds, pulses, maize, cotton, tobacco etc; horticulture – 1.41 lakh ha covering crops viz., fruits,
vegetables, flowers, spices, medicinal and aromatic plants, plantation crops etc; sericulture – 0.246 lakh
ha under mulberry crop; and sugar – 0.338 lakh ha under sugarcane crop.
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19. Andhra Pradesh & Agriculture
Andhra Pradesh is largely dependent on agriculture. About 70 percent of the total population
depends on farming, and it is one of India's main rice-producing states.
Total Geographical Area
-
274 L.Ha
Gross Cropped Area
-
134 L.Ha
Gross irrigated area
-
60 L.Ha
Net Irrigated area
-
44 L.Ha
Gross rainfed area
-
74 L.ha
Net Rainfed area
-
64 L.ha
Work force in agriculture
-
217.22 Lakhs
Agro Climatic Zones
-
9
No.Of Farm Holdings
-
120.44 lakhs( 1.20 ha/holding)
The state has a tropical climate with moderate diffusion to sub-tropical weather. Semi
humid conditions are prevailed in coastal areas.
The category of soil in the state ranges from poor coastal sands to highly fertile deltaic
alluvium. Black soils cover 25 % of the total cultivated land and the alluvial loamy clay soils found
in Krishna and Godavari deltas cover 5% of the cultivated area. The coastal sands occupy only 3%
while the remaining 1% is covered by laterite soils in certain pockets of the State.
Red Soils:69%
Black Soil:18%
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20. Alluvial Soils:10%
Delta Soils:14%
54% Soils subjected to soil erosion
57% Soils are Low in N, 80% Low in P and 3% Low in K.
49% Soils Low in Zn
50% Red soils Low in Sulphur
8.3 lakh ha soils affected with salinity & alkalinity
Andhra Pradesh has a good potential for horticulture and has about 1.53 million hectares of area
covered under horticulture crops. The total production of horticulture crops is 11.30 million tons in
addition to 1052 million coconuts. Andhra Pradesh is the second largest producer of fruits and
vegetables in India and it produces more chillies, turmeric and oilpalm than any other state..
The horticulture sector is expected to account for 10 per cent to 15 per cent of the state’s gross
state domestic product in the next 10 years, growing at an average rate of 15 per cent. Growth is
expected to come mainly from exports and inter-state trade. The horticulture sector in particular,
offers maximum scope on moving up the value chain.
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21. INFORMATION ABOUT PROJECT AREAS
KADAPA:
Kadapa is having a geographical area of 15400 sqkms. The district is having an average annual rainfall of
874 mm.Net cropped area of the district is 405000 ha.Net irrigated area is 142000 ha. Bananas, Mango,
Citrus, Vegetables are grown under drip irrigation.
NELLORE:
The total geographical area of the District is 13.16 lakh Hectares. Of this 41.3% alone is cultivable area
while 18.7% is forest area. Agriculture is the main occupation of the people of the district. The principle
crops which are grown in Nellore are Paddy, Jowar, Bajra along with Tobacco, Chillies, Groundnut, Sugar
Cane
KHAMMAM:
Khammam is having a geographical area of 16000 sqkms. The district is having an average annual rainfall
of 1540 mm.Net cropped area of the district is 456000 ha.Net irrigated area is 189000 ha. Bananas, Mango,
Sugarcane, Vegetables are grown under drip irrigation.
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22. INTRODUCTION ABOUT ORGANIZATION
INTRODUCTION
The Dhanuka Group has been one of the leading groups of companies engaged in manufacture of
pesticides for last 26 years. This success is the result of their adherence to international standards and
efficient practices in every aspect of their operations. The company is known for its quality consciousness
and its safe and eco-friendly products. After 26 years of experience, the Group has emerged as a prominent
player in pesticides market.
The group is having its flagship brand Northern Minerals Ltd., which was acquired as a sick unit in
1980 and at present, it has turned into a high turnover company. Dhanuka Pesticides Ltd., its own company
is also a highly respected company for its technical grade pesticides.
In 1984, the Group established its R & D unit named Dhanuka Agriculture Research Centre, to
boost its research, and it is recognised by
Ministry of Science and Technology, Government of India.
In the year 1992 it acquired another sick unit called Rajasthan Insecticides and Fertilizers Co. Pvt.
Ltd. which is mainly in the business of dust formulations.
Dhanuka pesticides Ltd entered into a series of technical tie-ups with Japanese MNCs for its
objective of achieving continuous improvement and making available wide range of products to the farming
community. It has tie-ups with companies like Takeda Chemical Industries Ltd. Japan, Mitsui Chemical
Inc. Japan, Hokko chemical Ind. Co. Ltd, Japan. Northern Minerals Ltd also got technically tied-up with
Uniroyal Chemical Company, U.S.
The group has a vision of prosperity of farmers through excellence and has corporate mission of life
enrichment through science.
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23. The Group has established a fair network of distributors, dealers and retailers around the country,
supported by the branch offices in major states. The company is also having their own marketing and
development staff, techno-commercially qualified, trained, and serving around the country.
DIVISIONS
At present Dhanuka has presence in three divisions as follows
PESTICIDES DIVISION
PHARMACEUTICAL DIVISION
SEEDS DIVISION
COLLABORATIONS
Name of The Company
Products
Sumitomo Chemicals Takeda Agro Co. Ltd., Cartap hydrochloride, with brand Caldan
Japan
4G,Caldan 50SP
Mitsui chemicals Inc.,Japan
Etofenprox with brand Nukil 10 EC
Nissan Chemical Ind., Japan
Quizalofop Ethyl with brands Targa super ,
Phenthoate and Dhanusan
FMC corporation, USA
AAATANK
with
brand
MARKER
,DANFURON
Hokko Chemical Ind. Co. Ltd., Japan
Kasugamycin , with brand Kasu-B
Uniroyal Chemical Company Inc.,US
Carboxin,
brand
Vitavax,
Oxycaboxin,Plantvax and Difflubenzuron
E.I.DuPont Nemours &co. inc.,U.S
Methomyl, brand Dunet 12.5 L
Yara International, Norway
Samadhan
Sorce: www.dhanuka.com
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24. FACTORY SITES
GURGAON (1980): is 27 years old facility. This multipurpose facility is one of the best in India. Equipped
with specialized equipment and high degree of sophistication for various formulations.
SOHNA (1985): World class facility with tie ups with foreign collaborations. Has largest granule making
capacity with best safety standards
SANAND (2003): Capacity enhancement for ever growing Indian demand
JAMMU (2007): 586 KM FROM New Delhi- An upcoming green field projects to enhance our core
strength in formulations for contact manufacturing
SUCCESSFUL RELAUNCH
Carboxin
Chemtura Corporation, USA
Ethofenprox
Sumitomo Chemical Takeda Agro Company Ltd, Japan
Diflubenzuron
Chemtura Corporation, USA
Cartap Hydrochloride
Sumitomo Chemical Takeda Agro Company Ltd. Japan
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25. DOMESTIC MARKET
Dhanuka has been a forerunner when it comes to its domestic market. India is a vast market of
agrochemicals and still at instauration. While the other domestic companies are trying to survive in the
highly globalised market, Dhanuka is one of the domestic companies who have made its mark by constantly
offering its quality products to the farming community. As it is a Delhi based company it has more
prominent market in Northern part as compared to the southern region
Quality of products is the biggest strength of the company followed by its product range. On this platform,
the company is not only going to survive in the market but also going to flourish.
DHANUKA OFFER
Agro- chemical registration
Agrochemical registration facilitation
Expertise to develop dossier & data generation
Deep & huge distribution channel
Expertise in developing of sales and marketing of specially hi- end products.
Formulation development facilities.
Toll formulation capabilities.
Research facilities for testing and developing
DHANUKA SEEK
New molecule/products for India
Tie-ups for marketing of pesticides.
New seed varieties/hybrids for India &exports.
Tie-ups for research & development of seeds
Tie-ups for products registration & Development
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26. SALES OF THE COMPANY IN FY IN 2009-10
The company’s financials are regularly showing significant growth in turnover, profit, and PE Ratio and
giving excellent return to the share holders in terms of dividend. The company is enhancing its
manufacturing capacity at Sanand (Gujarat) and Udhampur (J&K) and also modernizing its plant with the
help of high tech machineries and plant automation.
For the nine months period ended December 31, 2010, the company recorded an increase in total income by
23.73% to Rs. 36,557.62 lacs from Rs. 29,545.60 lacs. The Net profit for the nine months period ended
December 31, 2010, increased by 46.69% to Rs. 3745.09 lacs from Rs.2553.05 lacs. For the financial year
2009-10 the company recorded an increase in total income by 21 % to Rs.40, 872.17 lacs from Rs.33,
741.99 lacs. The Net
profit
increased 57 % to
Rs.3633.75 lacs from Rs.2320.06 lacs.
AWARDS
“National Safety award” 3 times “Quality Excellence Award” in 1992
“Swatantra Swarn Jyanti Udyog Vibhushan Award” in 1999 & 2002
“Rajat Jayanti Award” in 2000
“National Productivity Award” in 2004
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27. FINDINGS ABOUT ZYME:
Zymes are one of the latest innovations in field of biotechnology that is residue free, non-toxic,
ecofriendly
and
natural
source
of
plant
nutrition
prepared
from
Norwegian
seaweed
(Ascophyllumnodossum). So far these Zymes are not a familiar term for Indian farmers who are striving
for sustainable cultivation. The market development for Zymes is the biggest hurdle for any company.
Under new economy the market has become highly competitive and Charles Darwin’s principle of
Survival of the fittest is truly applicable in agri-input marketing. Moreover the purchase decisions,
which are made in the stores by ignorant farmers, clearly indicate the importance of channel members at
the lower end of marketing pyramid. So it is of utmost importance to select such channel members who
have the ability to promote the products of any company.
FINDINGS ABOUT ZYME MARKET
The zyme markets in all the districts under study are covered by numerous local brands. Among the
leading companies its Biozyme from Biostadt, Biovita from Pesticide India, Cytone+ & Cytozyme from
HCL , N-Bloom from NACL were observed in these markets. These zymes are sold as bio products that can
substitute the harmful effects of fertilizers on soil and also to increase yield and better quality of Produce.
So Zymes are positioned in this manner still the acceptability of zymes is very less because farmers are
economically weak, having negligible knowledge about biotechnological innovations in PGP category and
low risk taking capability without seeing the results of zyme application. So dealers suggested for more
field level demonstrations from Zyme companies.
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28. TURNOVER OF ZYMES IN ANDHRAPRADESH
Turnover of Zymes(Granules) in Andhrapradesh
180000
160000
140000
KG
120000
100000
80000
60000
40000
20000
0
Kada Nello Kha Nalg Kurn R.R.D Niza Gunt
pa
re mma onda ool ist & maba ur
m
Hyde
d
raba
d
Dhanzyme Gr 30000 1000 15000 15000 74000 25000 25000 60000
East West Kari Wara Anan Mah
Goda Goda mnag ngal tpura boob
wari wari
ar
m
naga
r
50000 20000 67000 20000 24000 22000
Biozyme Gr
15000 2000 1700 30000 51000 10000 30000 75000 2000 31000 20000 30000 17500 37000
Biovita Gr
30000 1000 3200 3200 30000 3000
10000 35000 48000 30000 20000 75000 38000
The above graph shows that Anantpuram is the biggest market for zymes (Granules) in Andhrapradesh,
followed by Guntur, Kurnool, Karimnagar, East Godawari, West Godawari,Mahboobnagar etc. In Graph it
clearly indicates that Turnover of zymes(Gr) is less in Kadapa, Nellore & Khammam. Especially in Nellore
the turnover of Zyme(Gr) is very less.
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29. Turnover of Zymes(Liquids) in Andhrapradesh
14000
12000
10000
Lt
8000
6000
4000
2000
0
Kada Nello Kha Nalg Chitt Prak Kurn Niza Gunt East West Kari Wara Anan Mah
pa
re mma onda ore asha ool mab ur Goda Goda mna ngal tpura boob
m
m
ad
wari wari gar
m naga
r
Dhanzyme L 2000 110 1000 1000 15
50 3375 1000 1000 1000 1350 1100 600 1100 830
Biozyme L
2600 6000 2200 4500 3000 1000
Biovita L
1000
150
350
2000 1100
300
2500 4000 5000 2300 1500
3800 5300 6000 1000 1000
8000
700
2500 3500 2500 2800
800
The above graph shows that Prakasham, Guntur & West Godawari are the regions which have highest
turnover in Andhrapradesh. From the graph we can conclude that in West Godawari Dhanzyme(L) is the
market leader. The opposite case we can find in Prakasham District where Dhanzyme has little bit
existence.
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30. TURNOVER OF ZYMES IN KADAPA , NELLORE & KHAMMAM
Turnover of Zymes(Granules) in Kadapa , Nellore &
Khammam
450000
400000
350000
Kg
300000
250000
200000
150000
100000
50000
0
Kadapa
Dhanzyme Gr
74000
Biozyme Gr
51000
Biovita Gr
30000
Other Granules
445000
Nellore
1000
2000
1000
3000
Khammam
15000
1700
3200
In Kadapa District, Dhanzyme (Gr) turnover is highest among leading companies, followed by Biostadt &
Biovita. The major problem in this area is that farmer prefers Bio-Products of local companies, hence we
can see that the turnover of local companies is huge. Especially in Pulivendula market, this is credit
oriented market , hence sell is totally dependent on the dealers hand & as biocompanies giving hefty
margins to dealers , so they are promoting bio-companies products.
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31. In Nellore District, the demand for Dhanzyme(Gr) is very less & from the above graph we can conclude
that all the companies have less share in zyme category. In Nellore area most of the farmers are brand
conscious, so they prefer Biozyme.
In Khammam District, Dhanzyme(Gr) is the market leader followed by Pesticide India & Biostadt. The
demand for Zyme in this area is also less.
Turnover of Zymes(Liquid) in Kadapa, Nelllore &
Khammam
25000
20000
Lt
15000
10000
5000
0
Kadapa
Dhanzyme L
3375
Biozyme L
3350
Biovita L
1000
Other Liquid
23700
Nellore
110
6000
150
140
Khammam
1000
2200
3800
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32. In Kadapa District, Biozyme(L) is the brand. The turnover of Dhanzyme(L) & Biozyme(L) is nearly same.
Whereas farmers prefer Biozyme because of its Speciallity products & result they have got. In this market,
local companies sell more by giving more margins to dealers.
In Nellore District, Biozyme(L) is the market leader. The share of Dhanuka & PI is nearly equal & in this
market existence of local brand seems to be negligible.
In Khammam District, Biovita is the preferred brand amongst dealers & farmers ,followed by Biozyme &
Dhanzyme.
From the above graph , finally we conclude that among these districts , Kadapa has a potential in zyme (L)
category.
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33. DATA ANALYSIS
AREA WISE STUDY
The area wise study is presented under following headings in two parts as follows
 DEALER
 Annual Turnover
 Relative coverage of different competitor in market
 % of dealers promoting or not promoting zymes
 Credit Period
 Credit sales as % of total sales
 Margin
 Market Analysis of products
Dhanzyme- Gold
Dhanzyme- Liquid
Dhanzyme- Granule
Dhanuvit
Biozyme- Liquid
Biozyme- Granule
Biovita- Liquid
Biovita- Granule
Cytone+
Cytozyme
 Preferred Schemes/ Gifts
 Major constraints in selling 3D Products
 Most imp. promotional activities
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34.  Existing promotional & advertising activities of Dhanuka, Biostadt, PI & HCL.
 Satisfaction level of Dealers
 FARMERS
 Perception of Farmers about DAL, Biostadt, PI & HCL
 Factors influencing buying behavior of farmers
 Satisfaction Level of farmer
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35. KADAPA
Kadapa is having a geographical area of 15400 sqkms. The district is having an average annual rainfall of
874 mm.Net cropped area of the district is 405000 ha.Net irrigated area is 142000 ha. Bananas, Mango,
Citrus, Vegetables are grown under drip irrigation. The main rivers that flow in Cuddapah district are
Penna, Chitravathi, Kunderu, Papaghni, Sagileru and Cheyeru. Agriculture is one of the main source of
occupation for the people who grow rice, jowar, cotton, turmeric, maize, arhar, chillies, sugar cane, sesame,
peanuts, and melons. The forests of the district provide timber including the rare sandalwood, which is
found only in this region, is the chief source of revenue for the state and nation.
There is demand of zyme product in this market. Dhanuvit is a sticking & wetting agent which has a
demand in this market. Most of the farmers uses it, but demand of Dhanuvit is more in Rainy season. The
competitors for Dhanuvit are Indotron from Indofil, Sandovit from Syngenta Silwet from Chemtura,
Agriwet from Asian biochemicals. Particularly in this market, local companies selling their bio-products in
a huge amount, which are main competitors of companies like Dhanuka, Biostadt & PI.
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36. This market has some diversification & on the basis of that it is divided in 3 major markets as follows
 Kadapa ( Kadapa, Raychoty, Kazipeth)
 Proddatur ( Proddatur, Jamalmadgu, Pulivendula)
 Mydukur
Bio-companies which are main hurdles in selling 3D products are as follows

Shri Biotech

SK Biotech

Nova Agritech

JVR agri inputs

Tropical Agro

KPR

Heramba

SWAL

Prism crop care Pvt. Ltd.

Asian Biotech

Pragati Biotech

Lifeline crop care

Agatsya

Rande micronutrients Pvt. Ltd.

Flora Ferticare

HPM

Varsha Biotech

Kaveri Agri-biotech

Pratibha Biotech

New chemi.
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37. The Detailed study of this market are as follows.
DEALER STUDY
 ANNUAL TURNOVER:
>3 Cr
4%
Annual Turnover
1-3 cr
39%
25-50 Lakh
26%
50 lakh-1 Cr
31%
The above graph shows that 4% dealers are having their turnover more than 3 Crs, 39% having 1-3 Crs,
31% having 50lakh-1Cr & 26% having their turnover of 25-50 lakhs.
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38.  RELATIVE COVERAGE OF DIFFERENT COMPETITOR IN MARKET
Relative coverage of different competitor in market
100
80
60
40
20
0
Series1
In Kadapa areas, PDs of Dhanuka having dealership of following companies like Rallis , Bayer, HCL,
NACL, Biostadt, Syngenta, IIL, PI, Indofil, Makhthesham, CIL & other bio-companies like Multiplex,
Rande etc. Among these companies, the major part covered by NACL followed by Syngenta, Rallis,
Biostadt, Indofil, Makhthesham, PI, HCL & so on.
 % OF DEALERS PROMOTING OR NOT PROMOTING ZYMES
Whether promote Zyme
9%
YES
NO
91%
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39. In Kadapa district 91% of the dealers are interested in promoting zymes and rest of the 9% are not
interested for zymes. The Dealers who deal in fertilizers and pesticides are found to take zymes as the
competitor for fertilizers and hence not promoting these. This graphs also gives a measure of dealer’s
awareness level and knowledge about PGPs. It is also clear that zyme market in Kadapa district is strong
where more than 9/10th population of dealers is interested for zymes and promoting it.
 CREDIT PERIOD
Credit Period
100
80
60
40
20
0
DAL
BIOSTADT
PI
HCL
Series1
In Zyme market credit period plays an very important role in selling. As these products are slow moving
products , dealer prefer company which gives more credit period. The credit period of Dhanuka , Biostadt,
PI & HCL is 90,30,60,90 days respectively. Upto last year Dhanuka has 120 days credit period , but this
year it comes down to 90days.
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40.  CREDIT SALES
Credit sales as % of total sales
40
30
20
10
0
0-20
20-40
40-60
60-80
80-100
Financial strength of dealers is evaluated on the basis of their total sales, cash: credit sales, average credit
period from company/ distributor, average credit period given by them to their customers and their
investment in business. In Kadapa, only Pulivendula market is credit oriented market. Other markets like
Proddatur, mydukur, kadapa are cash & carry type. The analysis of responses gives a clear picture of the
financial health of Kadapa market. More than 17% of dealers are doing their business at more than 60% of
credit sales, 8.6% more than 40% of credit sales & 34.7% more than 20% of credit sales.
MARGIN
Margin
60
50
40
30
20
10
0
Biostadt
PI
<5
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5-10
HCL
10-15
15-20
DAL
>20
Page 40

41. From the above graph we can differentiate that Biostadt gives less margin to dealers whereas HCL gives
more margin. The response differs from dealer to dealer.
Market Analysis of products
Market analysis of products has done on 4 parameters are as follows
Product Quality
Packaging
Promotional Schemes
Extension Services
The detailed study & analysis of product by company wise are as follows.
DHANZYME- GOLD
Dhanzyme Gold
90
80
70
60
50
40
30
20
10
0
Excellent
Very good
Good
Average
Product quality
Packaging
Promotional
schemes
Extension services
In Kadapa District 85.7% respondent said the quality of Dhanzyme(Gold) is excellent, whereas 14.3% said
its very good. In case of packaging, 71.42% respondent said excellent & 28.57% said its very good. Then
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Page 41

42. we can conclude that Dhanzyme(Gold) has no problem in quality & packaging. The response got about
promotional schemes is not satisfiable , 14.28% said excellent, 28.57 said very good, 42.85 said good,
14.28 said average, So the the promotional schemes to be reframed. In case of extension services, 71.42%
said, 14.28%-very good & 14.28-good. So overall extension services seems to be good.
DHANZYME- LIQUID
Dhanzyme- Liquid
60
50
40
30
20
10
0
Product quality
Packaging
Excellent
Very good
Promotional
schemes
Good
Average
Extension services
Poor
The above graph shows that Dhanzyme(L) facing problem in packaging & some problems in quality. In
case of quality, 21.42 respondent said its excellent, 50% -very good, 21.42-good, 7.14-average. The
response got about packaging is like as 28.57% said very good, 35.71%-good, 21.42%-average, and
14.28%-poor as packaging of Dhanzyme(L) is not attractive.
Like Dhanzyme(Gold) it’s
also have
problems in promotional schemes. The extension services are good as response got that 51.02% said its
excellent, where as 48.88 said its very good
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43. DHANZYME- GRANULE
Dhanzyme- Granule
80
60
40
20
0
Product quality
Packaging
Promotional
schemes
Excellent
Extesion services
Very good
In Kadapa area Dhanzyme (Gr) perceived as a very good product , so the response of dhanzyme(Gr) is
positive. 40% respondent said product quality is excellent, 50% -very good, 10%-good. In case of
packaging & promotional schemes 70% respondent said excellent, 30% -very good. For extension services
10% said excellent, 50% very good & 40% good. Brand image of Dhanzyme (Gr) is very good in kadapa
district.
DHANUVIT
Dhanuvit
80
60
40
20
0
Product
quality
Excellent
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Packaging
Very good
Promotional
schemes
Good
Extesion
services
Average
Page 43

44. Dhanuvit has also good brand image in Kadapa district. The above graph clearly indicates about dhanuvit
market. 77.7%
respondent said excellent product quality, 16.6%-very good, 5.5%- good. In case of
packaging , 38.8% said excellent, 50%- very good, 5.5%- good & 5.5%-
average. The packing of
Dhanzyme(L) & dhanuvit is same. In case of promotional schemes, 11.1% said excellent, 33.3%- very
good, 50%- good, 5.5%- average. In case of Dhanuvit, extension services are very good like Dhanuvit
magic show , so 55.5% respondent said excellent, 38.8%- very good, 5.5%- good.
BIOZYME- LIQUID:
Biozyme- Liquid
80
80
70
60
50
40
30
20
10
0
60
40
30
30 30
30 30
20 20
10
Product quality
10 10
Packaging
Excellent
Very good
Promotional
schemes
Good
Extesion
services
Average
The above graph clearly indicates that product quality & packaging are the main weapons of Biozyme(L).
Dealer sell it because it is the brand in this area, it doesn’t require convincing farmer & other reason is that
it has speciallity products like Bt- Special Biozyme, Chilli special, Paddy special, Biozyme crop+, Biozyme
vegetables etc. In case of product quality, 60% respondent said excellent, 30%-very good, 10%- good.
Packaging of Biozyme (L) is very attractive as 80% respondent said excellent 10% -very good & 10%good. Promotional schemes of Biozyme(L) is somewhat satisfactory. Biozyme(L) is weak in extension
services, as information got from dealers that Biostadt did huge promotional & advertising campaign at
time of introduction of this product in market & likethis they made it brand in this area.
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45. BIOZYME- GRANULE
Biozyme- Granule
90
80
70
60
50
40
30
20
10
0
85.71
71.42
42.85
28.57
28.57
14.28
14.28
Product quality
Packaging
Excellent
Promotional
schemes
Very good
Good
Extesion
services
Average
In case of biozyme(Gr) product quality is excellent. As the response got 85.71% said excellent, 14.28% very good. Packaging of biozyme(gr) is also excellent, 71.42% said excellent, 28.57%-very good. Biostadt
is weak in promotional schemes in this area.
BIOVITA- LIQUID
Biovita- Liquid
60
60
40 40
40
40
60
40 40
20
20
20 20
20
0
Product
quality
Packaging
Excellent
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Promotional
schemes
Very good
Extesion
services
Good
Page 45

46. The share of Biovita(L) in this market is very less compared to Dhanzyme & Biozyme. The graph shows
that 40% respondent said excellent to product quality, other 40% said very good & remaining said good
quality. In case of packaging, 40% said very good & 60% said good. The promotional schemes of
biovita(L) is satisfactory. In case of extension services it is far behind of Dhanzyme(L) in this area.
BIOVITA- GRANULE
Biovita- Granule
100
100
100
80
60
40
20
0
100
50 50
Product
quality
Packaging
Excellent
Promotional
schemes
very good
Extesion
services
Good
Biovita is 3rd no. brand in this area after Biozyme & Dhanzyme. The product quality of of Biovita is
supposed to be somewhat good. The response about Biovita is limited, 100% said that product quality &
packaging of biovita is very good. Promotional schemes are satisfactory. Extension services of Biovita in
this area is very less.
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47. CYTONE+
Cytone+
60
60
60
50
40
40
40 40
40
30
20 20
20
20
20 20
20
10
0
Product quality
Packaging
Excellent
Very good
Promotional
schemes
Good
Average
Extesion
services
poor
The demand of cytone+ in this market is very less. HCL is doing their sell by pull strategy. They give more
margins to dealers compared to Dhanuka, Biostadt & Biovita. The above graph shows that 20% respondent
said Excellent, 20% very good 40%good & 20% average. In case packaging, 40% respondent said excellent
& 60% said very good. Promotional schemes of cytone+ is like biovita. The negative response got about
Cytone+ is in Extension services, 60% respondent said good, 20% average & 20% poor. HCL(zyme) sell in
this market is negligible. Many times staff of HCl do hand selling.
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48.  CYTOZYME
Cytozyme
60
60
60
50
40
40 40
40
40
40
30
20
20
20 20
20
10
0
Product quality
Packaging
Excellent
Very good
Promotional
schemes
Good
Average
Extesion
services
Poor
The above graph shows that HCL lacks in Extension services. The response got about Cytozymeas follows,
60% respondent said quality is very good, 40% good. In case of packaging, 40% said excellent, 40% very
good & remaining said good. Promotional schemes of cytozyme is satisfactory.
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49.  REASONS FOR PROMOTING 3D PRODUCTS
Reasons for promoting 3D products
80
60
40
20
0
Quality
Excellent
Demand
Very good
Margin
Good
Field work
Average
Poor
The analysis highlights the motivational factors for the dealers to promote 3Dproducts. so quality proves to
be the best strength of 3Dproducts followed by field work. The retailers who say they promote 3D products
for its margin dominate third rank.
 REASONS FOR NOT PROMOTING 3D PRODUCTS
Reasons for not promoting 3D products
60
50
40
30
20
10
0
Rank 1
Price
VAMNICOM, PUNE
Rank 2
Packaging
Rank 3
No proper supply
Rank 4
Rank 5
No promotional compaign
Page 49

50. Price of the product is the main reason for not promoting it followed by packaging. So these two reasons
are the prime issues of concern. At first rank 47.8% dealers consider the higher price of the product, 8.7%
dealers consider packaging & 4.3% consider no proper supply. At second rank 47.8% consider price, 21.7%
consider packaging, 8.7% consider no proper supply, whereas 4.3% consider no promotional campaign. At
third rank , 47.8% consider packaging , 4.3% consider no proper supply. So from this we can conclude that
price of product & packaging are the main concerns for not promoting 3D products.
PREFERRED SCHEMES/ GIFTS
Preferred Schemes/ Gifts
26.1
27.0
26.0
25.0
24.0
23.0
22.0
21.0
20.0
19.0
26.1
26.1
21.7
Credit notes
Scratch card Foreign trips
Dealers gift
Series1
Dealer’s preference for gifts/schemes varied widely, dealers were asked to
select one option. Credit notes, foreign trips & dealers gift has got same share of 26.1% each, whereas
scratch card rank fourth having 21.7% share.
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51.  MAJOR CONSTRAINTS IN SELLING 3D PRODUCTS
Major constraints in selling 3D
Products
30.4
40.0
30.0
20.0
10.0
.0
26.1
21.7
21.7
Low demand High price Insufficient unawreness
promotion amongst
farmers
Series1
There are several constraints for selling 3D products in Kadapa market. Among them above
four found to be most important. Low demand of 3D products is the major constraint in selling
3D products followed by Insufficient promotion. High price & unawareness amongst farmers
has got same share.
Intensive awareness campaigns through field demonstrations and
continuous farmer contact programmes through various activities like Dhanuvit magic show
will help in creating awareness for 3D products and also to maintain good farmer base.
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52.  MOST IMP. PROMOTIONAL ACTIVITIES
Most imp. promotional activities
60.0
50.0
40.0
30.0
20.0
10.0
.0
Field Demo
Jeep Compaign Poster, Banners
Village
Meetings
Series1
Considering these all above factors like constraints in selling 3D products,
farmers buying behaviour dealers were asked for what could be the best promotional
activities for popularizing 3D products. the results indicate that Field demonstrations as best
way of popularising the 3D products as we can show the results and influence many farmers to
use our product after convincing them. The second important promotional activity is Jeep
campaign followed by village meetings & poster & banners.
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53. EXISTING PROMOTIONAL & ADVERTISING ACTIVITIES OF DHANUKA,
BIOSTADT, PI & HCL
Existing promotional & advertising activities of
Dhanuka, Biostadt, PI & HCL
100
80
60
40
20
0
DHANUKA
BIOSTADT
PI
HCL
The above figure shows that Dhanuka & Biostadt are good at promotional & advertising activities in
Kadapa Districts, whereas Pesticide India & HCL is weak in these activities. Field day, Village meetings,
demonstrations & mass campaigns are the important promotional & advertising activities among all
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54.  SATISFACTION LEVEL OF DEALERS
Satisfaction level of Dealers
Highly satisfied
Satisfied
Somewhat satisfied
4%
52%
44%
The above figure shows satisfaction level of dealer. In this market, 4% dealers are highly satisfied which
means that they are loyal to company. 44% satisfied & 52% are somewhat satisfied which means they are
not completely happy with services & policies of company.
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55. FARMERS:
80
60
40
20
0
Excellent
Very good
Good
Average
DAL Product Quality
DAL Extension services
DAL Packaging
Biostadt Product Quality
Biostadt Extension services
Biostadt Packaging
PI Product Quality
PI Extension services
PI Packaging
HCL Product Quality
HCL Extension services
Poor
HCL Packaging
 PERCEPTION OF FARMERS ABOUT DAL, BIOSTADT, PI & HCL
The above figure explained about perception of farmers about DAL & its competitors.
In product quality, Biostadt rank first followed by DAL, PI & HCL. The quality of HCL is not good.
In Extension services, DAL ranks first followed by Biostadt, PI & HCL.
In case of packaging, Biostadt rank first followed by PI, DAL & HCL.
From above analysis we can conclude that Farmer perceives Biostadt as very good product & in
zyme category Biozyme became the identiy.
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56. FACTORS INFLUENCING BUYING BEHAVIOUR OF FARMERS
Factors influencing buying behaviour
of Farmers
36.8
40.0
30.0
20.0
10.0
.0
31.6
21.1
5.3
5.3
Price of Quality of Dealers Company Field staff
the
the
say
image
product product
Series1
There are several factors which can influence farmers in buying 3D products.
The above five factors come out to be the most influencing factors among surveyed
farmers. Farmers were given option to tell one factor. About 36.8% of farmers said price of the
product is prime importance followed by quality of product ranks 2 nd which constitute 31.6%.
The 3rd important factor is field staffs which constitute 21.1%. Dealers influence and company
image also constitute important as dealer will influence the first time buyers
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57. SATISFACTION LEVEL OF FARMER
Satisfaction Level of farmer
Highly satisfied
satisfied
16%
Somewhat satisfied
Dissatisfied
21%
21%
42%
The above figure shows the satisfaction level of farmer. 21% farmers are highly satisfied
with3D products of Dhanuka. Farmers in this categories are loyal customers of Dhanuka. 42%
farmers are satisfied, 21% somewhat satisfied & 16% dissatisfied. The company persons
should have to find out the reasons why they are dissatisfied as to keep customer is easy than to
make.
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58. SUGGESTIONS FROM THE RESPONDENT
 DEALERS
 Price of the product should be competitive.
 Packing of Dhanzyme(L) should be change
 Dealer tours should be arrange on the basis of turnover.
 Crop-wise packing should be introduce as Biozyme having it.
 Field activities like demonstration, village meetings , mass campaigning etc. to be
increase.
 Price of Dhanzyme(gold) is high , the price to be reduce.
 Margin should be more.
 FARMERS
 Farmers gift to be give as Biostadt giving i.e. Biozyme bag -1 T-shirt/ Umbrella
 Price to be reduce.
 Regular field visit of staff should be arrange, as they are coming seasonally.
 Quality of Dhanzyme(L) should be improve.
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59. NELLORE
The total geographical area of the District is 13.16 lakh Hectares. Of this 41.3% alone is
cultivable area while 18.7% is forest area. Agriculture is the main occupation of the people of
the district. The principle crops which are grown in Nellore are Paddy, Jowar, Bajra along with
Tobacco, Chillies, Groundnut, Sugar Cane.A variety of agro based Industries such as rice bran
oil plants, sugar factories, rice and paraboiled rice mills have come up. As Nellore has a long
coast line, farmers have a good time in the aquaculture
Nellore District has less demand of zyme. Farmers are not ready to use zyme/ PGP products.
The demand of zyme granules as well as liquid is less in this market. The main leading company
in zyme category is Biostadt. Farmer prefers it , because of brand & result. To develop this
market, DAL has introduced some schemes like
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60. 3D PRODUCT SCHEMES:
o 1 Ton Dhanzyme (Granules)- 80 gm silver
o 30 Lit Dhanzyme (Gold) -80 gm silver
o
50 Lit Dhanzyme (Liquid) – 80 gm silver.
Nellore market is divided into four territories.
 Nellore
 Kavali
 Gudur
 Kalagiri.
The Detailed study of this market are as follows.
DEALER STUDY
ANNUAL TURNOVER:
>3 Cr
11%
Annual Turnover
1-3Cr
27%
25-50 lakh
24%
50 lakh-1Cr
38%
The above graph shows that 11% dealers are having their turnover more than 3 Crs, 27% having 1-3 Crs,
38% having 50lakh-1Cr & 24% having their turnover of 25-50 lakhs.
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61.  RELATIVE COVERAGE OF DIFFERENT COMPETITOR IN MARKET
Relative coverage of different competitor in market
100.0
90.0
80.0
70.0
60.0
50.0
40.0
30.0
20.0
10.0
.0
Series1
In Nellore area, PDs of Dhanuka having dealership of following companies like Rallis , Bayer, HCL,
NACL, Biostadt, Syngenta, IIL, PI, Indofil, Makhthesham, CIL. . Among these companies, the major part
covered by Rallis followed by Bayer, HCL, NACL, PI, Makhthesham & so on.
 % OF DEALERS PROMOTING OR NOT PROMOTING ZYMES
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62. Whether promote PGP
Yes
No
16%
84%
In Nellore district 84% of the dealers are interested in promoting zymes and rest of the 16% are not
interested for zymes. This graphs also gives a measure of dealer’s awareness level and knowledge about
PGPs. It is also clear that zyme market in Nellore district is comparatively less than Kadapa district, where
more than 8/10th population of dealers is interested for zymes and promoting it.
 CREDIT SALES
Credit sales as % of total sales
60
40.5
29.7
40
20
16.2
10.8
2.7
0
0-20
20-40
40-60
60-80
80-100
Series1
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63. More than 2% of dealers are doing their business at more than 80% of credit sales, 16.2% more than 60% of
credit sales, 29.7% more than 40% of credit sales, 40.5% more than 20%.of credit sales. So this shows that ,
most of the dealers sell on credit basis to farmers.
 MARGIN
Margin
100
80
60
40
20
0
<5
5-10
Biostadt
10-15
PI
15-20
HCL
>20
DAL
From the above graph we can differentiate that Biostadt giving good margin to dealers whereas DAL gives
comparatively less margin to dealers. In this area also, HCL is giving more margin to dealers.
Market Analysis of products
Market analysis of products has done on 4 parameters are as follows
Product Quality
Packaging
Promotional Schemes
Extension Services
The detailed study & analysis of product by company wise are as follows.
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64. DHANZYME- GOLD
DHANZYME- GOLD
100
80
60
40
20
0
87.5
75
50
37.5
50
12.5
Product
Quality
12.5
Packaging
Excellent
25
12.5
25
Promotional
schemes
Very good
Good
Extension
services
Average
In Kadapa District 87.5% respondent said the packaging of Dhanzyme(Gold) is excellent, whereas 12.5%
said its very good. In case of product quality, 50% respondent said excellent & 37.5% said its very good.
Then we can conclude that in this area also Dhanzyme(Gold) has no problem in quality & packaging. The
response got about promotional schemes is not satisfiable , 12.5% said excellent, 50% said very good, 25%
said good, 12.5 said average, So the the promotional schemes to be reframed. In case of extension services,
25% said excellent & 75%-very good. So overall extension services seems to be good.
DHANZYME- LIQUID
DHANZYME- LIQUID
100
80
60
40
20
0
86.6
80
66.6
60
33.3
6.6
6.6
Product
Quality
Excellent
VAMNICOM, PUNE
33.3
6.6
Packaging
Very good
13.36.6
Promotional
schemes
Good
Extension
services
Average
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65. The above graph shows that Dhanzyme(L) facing problems in packaging as well as in quality. In case of
quality, only 6.6% respondent said its excellent, 33.3% -very good & 60%-good. The response got about
packaging is like as 6.6% said excellent, 86.6%-good & 6.6%-average, as packaging of Dhanzyme(L) is not
attractive. Promotional schemes & Extension services are seems to be good.
DHANZYME- GRANULE
DHANZYME- GRANULE
80
70
60
50
40
30
20
10
0
74.28
60
51.42
40
57.14
40
34.28
22.85
8.57
Product Quality
5.17
Packaging
Excellent
Very good
Promotional
schemes
Good
2.85
2.8
Extension
services
Average
In Nellore area Dhanzyme (Gr) is a very good product ,. 40% respondent said product quality is excellent,
51.42% -very good, 8.57%-good. In case of packaging 60% respondent said excellent, 40% -very good.
Regarding promotional activities, 5.17% said excellent, 57.14%-
very good, 34.28% good & 2.8%
average. For extension services 22.85% said excellent, 74.28% very good & 2.85% good. Brand image of
Dhanzyme (Gr) is very good in Nellore district but it needs to increase promotional schemes.
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66. DHANUVIT
DHANUVIT
80
70
60
50
40
30
20
10
0
77.4
70.96
61.29
58.06
35.48
29.03
19.35
6.45
Product Quality
9.67
Packaging
Excellent
19.35
6.45
Very good
3.22
Promotional
schemes
Good
3.22
Extension
services
Average
Dhanuvit is supposed to be very good product in farming community, because of its product quality. 58%
respondent said product quality is excellent, 35.48% -very good, 6.45%-good. In case of packaging only
9.67% respondent said excellent, 70.96% -very good. Regarding promotional activities, 6.45% said
excellent, 61.29%- very good, 29% good & 3.2% average. For extension services 19.35% said excellent,
77.4% very good & 3.22% good. Brand image of Dhanuvit is very good in Nellore district amongst dealers
& farmers community, but it needs to revise promotional schemes.
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67. BIOZYME- LIQUID:
BIOZYME- LIQUID
80
60
40
20
0
Product
Quality
Packaging Promotional Extension
schemes
services
Excellent
Very good
Good
Average
The above graph shows that product quality & packaging are the strengths of Biozyme(L). Dealer sell it
because it is the brand in this area, it doesn’t require convincing farmer. In case of product quality, 50%
respondent said excellent & 50%-very good. Packaging of Biozyme (L) is very attractive as 75%
respondent said excellent & 25% -very good. Biozyme(L) is weak in & promotional schemes & extension
services
BIOZYME- GRANULE
BIOZYME- GRANULE
80
60
40
20
0
Product Quality
Packaging
Excellent
VAMNICOM, PUNE
Very good
Promotional
schemes
Good
Extension
services
Average
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68. In case of biozyme(Gr) packaging & product quality are excellent. As the response got about packaging
,75% said excellent, 25% -very good. Product quality of biozyme(gr) is also excellent, 25% said excellent,
50%-very good. Biostadt is weak in promotional schemes & extension services in this area.
BIOVITA- LIQUID
BIOVITA- LIQUID
70
60
50
40
30
20
10
0
66.66
55.55
33.33
55.55
33.33
33.33
33.33
22.22
11.11
11.11
Product Quality
Packaging
Excellent
Very good
Promotional
schemes
Good
Average
Extension
services
Poor
The share of Biovita(L) & Dhanzyme (L)in this market is nearly same. The graph shows that 11%
respondent said excellent to product quality, other 67% said very good & remaining said good quality. In
case of packaging, it has got same response as like product quality. The promotional schemes & extension
services of biovita(L) is satisfactory.
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69. BIOVITA- GRANULE
BIOVITA- GRANULE
80
60
40
20
0
Product
Quality
Packaging
Excellent
Very good
Promotional
schemes
Good
Extension
services
Average
Poor
The product quality of of Biovita is seems to be somewhat good. 42.85% said that product quality is
excellent,42.85% very good & remaining said good. In case of packaging 7.14% said excellent, 71.42%
very good & 21.42% said good. So from this we can conclude that response got about product quality &
packaging is positive. Promotional schemes & extension services done by PI is comparatively good in
Nellore area compared to Kadapa area.
CYTONE+
CYTONE+
60
50
40
30
20
10
0
Product Quality
Packaging
Excellent
Very good
VAMNICOM, PUNE
Promotional
schemes
Good
Average
Extension
services
Poor
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70. HCL is doing their sell by adopting pull strategy. They give more margins to dealers compared to
Dhanuka, Biostadt & Biovita. The above graph shows that 14.28% respondent said Excellent, 28.57% very
good & 57.14%good. In case packaging, 28.57% respondent said very good, 57.14% said good & 14.28
said average. The negative response got about promotional activities & extension services.
 CYTOZYME
CYTOZYME
80
70
60
50
40
30
20
10
0
Product Quality
Packaging
Excellent
Very good
Promotional
schemes
Good
Average
Extension
services
Poor
The above graph shows that HCL lacks in Extension services. The response got about Cytozyme as
follows,27 % respondent said quality is very good, 73% good. In case of packaging, 9% said excellent,
28% very good & remaining 63.6% said good. Promotional schemes & extension services of cytozyme is
not satisfactory.
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71.  REASONS FOR PROMOTING 3D PRODUCTS
Reasons for promoting 3D products
100.0
80.0
60.0
40.0
20.0
.0
Quality
Demand
Excellent
Margin
Very good
Fieldwork
Good
Average
The retailers who say they promote 3D products for its quality ranks 1 st. Fieldwork ranks 2 nd followed by
margin & demand. Demand of 3D products in this market is very less, so it takes more time to dealers for
convincing farmers.
 REASONS FOR NOT PROMOTING 3D PRODUCTS
Reasons for not promoting 3D
products
80.0
62.2
60.0
40.5
32.4
40.0
8.1
20.0
48.6
18.9
16.2
5.4
54.1
43.2
32.4
27.0
8.1
2.7
.0
rank 1
Price
Packaging
VAMNICOM, PUNE
rank 2
rank3
No proper supply
rank4
rank5
No promotional compaign
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72. Price of the product is the main reason for not promoting it followed by packaging. So these two reasons
are the prime issues of concern. At first rank 62% dealers consider the higher price of the product. At
second rank 32.4% consider price, 40.5% consider packaging, 8.1% consider no proper supply. At third
rank , 5.4% consider price, 48.6% consider packaging , 16.3% consider no proper supply & 18.9 consider
no promotional compaign. So from this we can conclude that price of product & packaging are the main
concerns for not promoting 3D products. As there is Nellore Depot, so there is no problem of supply.
 PREFERRED SCHEMES/ GIFTS
Preference to gifts & schemes
32.4
35.0
30.0
25.0
20.0
15.0
10.0
5.0
.0
24.3
24.3
18.9
Credit Notes Scratch card Foreign trips
Dealers gift
Series1
Dealer’s preference for gifts/schemes varied widely, dealers were asked to
select one option. Credit notes has got highest response followed by foreign trips & dealers gift has got
same share of 24.3% each, whereas scratch card rank fourth having 18.9% share.
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73.  MAJOR CONSTRAINTS IN SELLING 3D PRODUCTS
Major constraints in selling 3D
Products
40.5
50.0
40.0
30.0
20.0
10.0
.0
18.9
27.0
13.5
Low demand High price Insufficient Unawareness
promotion amongst
farmers
Series1
There are several constraints for selling 3D products in Nellore market. Among them above four found to
be most important. Insufficient promotion of 3D products is the major constraint in selling 3D products
followed unawareness amongst farmers, low demand & high price. Intensive awareness campaigns through
field demonstrations and continuous farmer contact programmes through various activities like Dhanuvit
magic show w i l l help in creating awareness for 3D products and also to maintain good farmer base. More
field staff is the necessity of this region.
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74.  MOST IMP. PROMOTIONAL ACTIVITIES
Most imp. promotional activities
45.9
50.0
40.0
30.0
20.0
10.0
.0
24.3
13.5
Field demo
Jeep
compaign
16.2
Poster &
banners
Village
meetings
Series1
Considering these all above factors like constraints in selling 3D products,
farmers buying behaviour dealers were asked for what could be the best promotional
activities for popularizing 3D products. the results indicate that Field demonstrations as best
way of popularising the 3D products as we can show the results and influence many farmers to
use our product after convincing them. The second important promotional activity is Jeep
campaign followed by village meetings & poster & banners. The suggestion got from dealers
that promotional activity should be continuous
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75.  EXISTING PROMOTIONAL & ADVERTISING ACTIVITIES OF DHANUKA,
BIOSTADT, PI & HCL
Existing promotional & advertising activities
of Dhanuka, Biostadt, PI & HCL
100
90
80
70
60
50
40
30
20
10
0
DHANUKA
BIOSTADT
PI
HCL
.
The above figure shows that Dhanuka & PI are good at promotional & advertising activities in Nellore
Districts, whereas Biostadt & HCL is weak in these activities. Field day, Newspaper, Village meetings,
demonstrations & mass campaigns , sample support are the important promotional & advertising activities
among all in this region.
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76.  SATISFACTION LEVEL OF DEALERS
SATISFACTION LEVEL OF DEALER
Highly satisfied
Satisfied
Somewhat satisfied
Dissatisfied
3%
2%
38%
57%
The above figure shows satisfaction level of dealer. In this market, 3% dealers are highly satisfied which
means that they are loyal to company. 38% satisfied & 57% are somewhat satisfied which means they are
not completely happy with services & policies of company & 3% are dissatisfied, these dealers are not at
all happy with company. Company should have to find out the reasons for this.
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77. FARMERS:
 PERCEPTION OF FARMERS ABOUT DAL, BIOSTADT, PI & HCL
Perception of Farmers about DAL, Biostadt, PI &
HCL
80
70
60
50
40
30
20
10
0
Excellent
Very good
Good
Average
DAL Product Quality
DAL Extension services
DAL Packaging
Biostadt Product Quality
Biostadt Extension services
Biostadt Packaging
PI Product Quality
PI Extension services
PI Packaging
HCL Product Quality
HCL Extension services
Poor
HCL Packaging
The above figure explained about perception of farmers about DAL & its competitors.
In product quality, Biostadt rank first followed by DAL, PI & HCL. The quality of HCL is not good.
In Extension services, DAL ranks first followed by PI, Biostadt & HCL.
In case of packaging, Biostadt rank first followed by DAL, PI & HCL.
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78.  FACTORS INFLUENCING BUYING BEHAVIOUR OF FARMERS
Factors influencing buying behaviour
of Farmers
40.0
30.0
20.0
10.0
.0
Price of Quality of Dealers Company Field staff
the
product
say
image
product
Series1
There are several factors which can influence farmers in buying 3D products.
The above five factors come out to be the most influencing factors among surveyed
farmers. Farmers were given option to tell one factor. About 38.8% of farmers said quality of
the product is prime importance followed by price of the product of product ranks 2 nd which
constitute 28.6%. The 3 rd important factor is field staffs which constitute 14.3%. Dealers say
and company image also constitute important factor which is 10.2% & 8.2% respectively. The
analysis shows that dealer are more conscious about result of the products.
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79.  SATISFACTION LEVEL OF FARMER
Satisfaction Level of farmer
50.0
40.0
30.0
20.0
10.0
.0
Highly
satisfied
Satisfied
Somewhat
Satisfied
Dissatisfied
Series1
The above figure shows the satisfaction level of farmer. 18.4% farmers are highly satisfied
with3D products of Dhanuka. Farmers in these categories are loyal customers of Dhanuka. 49%
farmers are satisfied, 24.5% somewhat satisfied & 8.2% dissatisfied. In this market, one good
thing is that majority of farmers are happy about company.
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80. SUGGESTIONS FROM THE RESPONDENT
 DEALERS
 Discount policy should be reframed.
 Field staff should increase
 Training programmes by retired scientist should be arrange
 Attractive gifts & trips should be there.
 Packing of Dhanuvit & Dhanzyme(L) is same, it is to be change & colour should be
different for different pack size.
 Net rate to be given.
 Schemes & credit period should increase.
 Brand awareness among farmers should create, so that dealer has to do less efforts in
selling 3D products.
 Dhanzyme(gr) bag (8 kg) price should be decrease by 10 Rs.
 Free tours should be given to dealers who did Rs 8 lakh turnover.
 FARMERS
 Quality of Dhanzyme(Gr) should be improve.
 Farmer meetings to be increase.
 Gifts like 5 bags of dhanzyme(gr)-1 Travelling bag
 Bulk discount should be given to farmers.
 Speciality molecules should be introduce.
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81. KHAMMAM
Khammam is having a geographical area of 16000 sqkms. The district is having an average annual rainfall
of 1540 mm.Net cropped area of the district is 456000 ha.Net irrigated area is 189000 ha. Bananas, Mango,
Sugarcane, Vegetables are grown under drip irrigation.
This district mainly grows Kharif and Rabi crops and has number of irrigation sources, the major source
being the Nagarjunasagar Project which irrigates a land of 91,094 hects.
This district is gifted with Agro climatic and Soil conditions in which a vast range of Horticulture crops like
Mango, Banana, Cashew, Coconut, Cocoa, Pepper Areca nut etc., can be grown. Khammam has 84,583.00
Hector land under Horticulture crops with a total production of 4, 24, 506.000 Metric tonnes of Horticulture
produce.
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82. The market is divided into 4 territories as follows:
 Vaira
 Khammam
 Sattupalli
 Bhadrachalam
Vaira is a new territory formed by seeing market opportunities in this region.
In Sattupalli area, Madhira has good market of Dhanzyme. Bhadrachalam is good market for 3D
products as in this area, farmers are growing commercial crops.
Bio-Companies in Khammam District are as follows:

Vijayshri Bio

Isagro

Prithvi

Greenlife

Multiplex

SAN Industry
The products of other companies like N-Bloom from NACL, Vipul(Booster) & Double(Crop
yield enhancer) from Godrej, Isabion(A natural Bio-stimulant) from syngenta are also taking
some share from zyme market.
 DEALER STUDY
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83.  ANNUAL TURNOVER:
Annual Turnover
5%
14%
25-50 lakh
50 lakh-1 Cr
52%
29%
1- 3 Cr
>5 Cr
The above graph shows that 5% dealers are having their turnover more than 3 Crs, 14% having 1-3 Crs,
29% having 50lakh-1Cr & 52% having their turnover of 25-50 lakhs.
 RELATIVE COVERAGE OF DIFFERENT COMPETITOR IN MARKET
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84. 90
80
70
60
50
40
30
20
10
0
Series1
In Khammam areas, PDs of Dhanuka having dealership of following companies like Rallis , Bayer, HCL,
NACL, Biostadt, Syngenta, IIL, PI, Indofil, Makhtheshim & CIL . Among these companies, the major part
covered by Bayer, PI followed by CIL, NACL,Makhtesim, Rallis & so on.
 % OF DEALERS PROMOTING OR NOT PROMOTING ZYMES
Whether promote PGP
YES
NO
38%
62%
In this market, 62% of the dealers are interested in promoting zymes and rest of the 38% are not interested
for zymes.. This graphs also gives a measure of dealer’s awareness level and knowledge about PGPs. Many
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85. dealers in this market is not ready to promote zyme, as demand of zyme is very less in this market. The
awreness amongst farmers about zyme is very less in this market.
 MARGIN
Margin
70
60
50
40
30
20
10
0
Biostadt
PI
5-10
HCL
10-15
15-20
DAL
>20
The response differs from dealer to dealer abut margin. From the above graph we can differentiate that
HCL & PI is giving good margin compared to Biostadt & Dhanuka.
Market Analysis of products
Market analysis of products has done on 4 parameters are as follows
Product Quality
Packaging
Promotional Schemes
Extension Services
The detailed study & analysis of product by company wise are as follows.
DHANZYME- GOLD
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86. DHANZYME- GOLD
83.3
100
80
60
40
20
0
50 50
16.6
Product
Quality
66.6
50 50
16.6
Packaging
Excellent
Promotional
schemes
Very good
16.6
Extension
services
Good
In Khammam District ,83.3% respondent said the quality of Dhanzyme(Gold) is very good, whereas 14.3%
said its good. In case of packaging, 50% respondent said excellent & remaining 50% said its very good.
Then we can conclude that Dhanzyme(Gold) has no problem in packaging. The response got about product
quality, promotional schemes & extension services in this region is not satisfactory.
DHANZYME- LIQUID
DHANZYME- LIQUID
50
40
30
20
10
0
Product
Quality
Packaging Promotional Extension
schemes
services
Very good
Good
Average
The response got about Dhanzyme(L) in this area was very limited. The above graph explains that product
quality, promotional schemes & extension services are at same condition. 50% respondent said about
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Page 86

87. product quality, promotional schemes & extension services are excellent & remaining said its very good.
The problem of Dhanzyme(L) is in packaging. 50% respondent said its average. So packing of
Dhanzyme(L) needs some improvement.
DHANZYME- GRANULE
DHANZYME- GRANULE
100
80
60
40
20
0
Product Quality
Packaging
Excellent
Promotional
schemes
Very good
Extension
services
Good
In Khammam area, response of Dhanzyme (Gr) is somewhat satisfactory. 15.38% respondent said product
quality is excellent which is very less & 84.61% -very good. In case of packaging promotional schemes &
extension services ,majority of dealers given negative response, but still company is doing good sell
because of its product quality.
DHANUVIT
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88. DHANUVIT
80
60
40
20
0
Product
Quality
Packaging
Excellent
Promotional
schemes
Very good
Extension
services
Good
The above graph clearly indicates about dhanuvit market. 46.1% respondent said excellent & very good
(each) about product quality, 7.69%- good. In case of packaging, 7.69% said excellent, 61.53%- very good
& 30.76%- good The packing of Dhanzyme(L) & dhanuvit is same. In case of promotional schemes,
7.69% said excellent, 30.76%- very good & 61.53 %- good. In case of Dhanuvit, extension services are
satisfactory, so 7.69% respondent said excellent, 376.92%- very good & 15.38%- good.
BIOZYME- LIQUID:
BIOZYME- LIQUID
100
100
80
60
40
40
20
0
Product
Quality
Packaging Promotional Extension
schemes
services
Excellent
VAMNICOM, PUNE
Very good
Good
Average
Page 88

89. The response got about Biozyme was positive. In case of product quality, 40% respondent said excellent
&60% said -very good. Packaging of Biozyme (L) is very attractive as 100% respondent said excellent.
Promotional schemes of Biozyme(L) is somewhat satisfactory. Biozyme(L) is weak in extension services.
BIOZYME- GRANULE
BIOZYME- GRANULE
100
80
60
20
50
60
40
20
0
Product
Quality
Packaging
Excellent
Promotional
schemes
Very good
Extension
services
average
In case of biozyme(Gr) product quality is excellent. As the response got 80% said excellent, 20% -very
good. Packaging of biozyme(gr) is also excellent, 60% said excellent,20 %-very good & 20% good.
Biostadt is weak in promotional schemes & extension services in this area.
BIOVITA- LIQUID:
BIOVITA- LIQUID
100
80
60
40
20
0
Product
Quality
Packaging
Excellent
VAMNICOM, PUNE
Promotional
schemes
Very good
Extension
services
Good
Page 89

90. Biovita is the leading brand in this area. The result of Biovita particularly in this area is very good. Dealers
have to do less effort in selling Biovita compared to any other product of zyme category. As per the
response got from dealers, 16.6% said product quality is excellent, 33.3% very good, 50% good. In case of
packaging & promotional schemes, 16.6% said excellent, 66.6% very good & 16.6% good. In this area PI is
doing good field work.
BIOVITA- GRANULE
BIOVITA-GRANULE
80
70
60
50
40
30
20
10
0
Product Quality
Packaging
Excellent
Promotional
schemes
Very good
Extension
services
Good
Biovita(Gr) sell is next to Dhanzyme sell in this area. The above graph shows that 20% respondent said
product quality is excellent, 60% very good & 20% good. In case of packaging, extension services &
promotional schemes, nearly same response got & it is satisfactory in this region.
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91. CYTONE+
CYTONE+
60
50
40
30
20
10
0
Product
Quality
Packaging
Excellent
Promotional
schemes
Very good
Extension
services
Good
The response got about Cytone+ is very limited. The demand of cytone+ in this market also is very less.
Field work of HCL is less, only it depends on pull strategy. They give more margins to dealers compared to
Dhanuka, Biostadt & Biovita. The negative response got about Cytone+ is in packaging & promotional
schemes.
CYTOZYME
CYTOZYME
80
70
60
50
40
30
20
10
0
Product Quality
Packaging
Excellent
VAMNICOM, PUNE
Promotional
schemes
Very good
Extension
services
Good
Page 91

92. In this case also, response got about Cytozyme is very limited. In overall product quality, packaging &
extension services are the major problems in selling cytozyme, whereas promotional schemes seems to be
good.
 REASONS FOR PROMOTING 3D PRODUCTS
Reasons for promoting 3D products
80
70
60
50
40
30
20
10
0
Quality
Excellent
Demand
Very good
Margin
Good
Average
Fieldwork
Poor
The retailers who say they promote 3D products for its product quality ranks 1 st According to them this
was the quality of the product that motivated them for selling. Similarly demand fieldwork was second
reason for them.The graph shows that next two factors were not much significant for them as motivational
factors. Out of these, margins & demand ranked by majority of respondents at 3rd
and 4th
ranks
respectively.
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93.  REASONS FOR NOT PROMOTING 3D PRODUCTS
Reasons for not promoting 3D
70
60
50
40
30
20
10
0
Price
Rank 1
Packaging
Rank 2
No proper
Supply
Rank 3
Rank 4
No promotional
activities
Rank 5
Price of the product is the main reason for not promoting it followed by packaging. So these two reasons
are the prime issues of concern. Other reasons for not promoting 3D products are no promotional activities
& no proper supply ranks at 3rd & 4th respectively.
 PREFERRED SCHEMES/ GIFTS
Preferred Schemes/ Gifts
35.0
30.0
25.0
20.0
15.0
10.0
5.0
.0
Credit notes
Scratch card Foreign trips
Dealers gift
Series1
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94. Dealer’s preference for gifts/schemes varied widely, dealers were asked to
select one option. Dealers gift has got maximum share of 33.3% , whereas foreign trips & credit
notes has got same of23.8%. Scratch card rank fourth having 19% share.
 MAJOR CONSTRAINTS IN SELLING 3D PRODUCTS
Major constraints in selling 3D
Products
60.0
50.0
40.0
30.0
20.0
10.0
.0
Low demand High price Insufficient unawreness
promotion amongst
farmers
Series1
There are several constraints for selling 3D products in Khammam Districts. Among
them above 4 found to be most important.
Low demand of 3D products ranks first for not promoting 3D products which constitutes 52.4%.
Insufficient promotion ranks 2nd & has a share of 19%. . High price of 3D products is also one
of main reason where in farmers are not redy to use it. High price & unawreness amongst
farmers has got same share of 14.3%.
 MOST IMP. PROMOTIONAL ACTIVITIES
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95. Most imp. promotional activities
60.0
40.0
20.0
.0
Field demo
Jeep
Posters & Village
compaign banners meetings
Series1
Considering these all above factors like constraints in selling 3D products,farmers
buying behaviour dealers were asked for what could be the best promotional activities
for popularizing 3D products. The response got from dealers that Field demo is excellent
promotional activities followed by village meetings, jeep compaign & posters & banners.
EXISTING PROMOTIONAL
& ADVERTISING ACTIVITIES OF DHANUKA,
BIOSTADT, PI & HCL
EXISTING PROMOTIONAL & ADVERTISING
ACTIVITIES OF DHANUKA, BIOSTADT, PI & HCL
100
80
60
40
20
0
DHANUKA
VAMNICOM, PUNE
BIOSTADT
PI
HCL
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96. The above figure shows that PI is very good at promotional & advertising activities in Khammam Districts,
whereas Biostadt & HCL is weak in these activities. Dhanuka seems to be good but in comparison with PI
its far behind, so here is a scope for improvement. Field day, poster & banners, Village meetings, sample
support, demonstrations & mass campaigns are the important promotional & advertising activities among
all.
 SATISFACTION LEVEL OF DEALERS
Satisfaction level of Dealers
60.0
40.0
20.0
.0
Highly
satisfied
Satisfied
Somewhat
satisfied
Dissatisfied
Series1
The above figure shows satisfaction level of dealer. In this market, 9.6% dealers are highly satisfied. 28.6%
satisfied & 57.2% are somewhat satisfied & 4.8% dissatisfied. The majority of dealers are somewhat
satisfied, so company should focus more on services & facilities provided to dealers.
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97. FARMERS:
Perception of farmers about DAL, Biostadt, PI & HCL
100
80
60
40
20
0
Excellent
Very good
Good
Average
DAL Product Quality
DAL Extension services
DAL Packaging
Biostadt Product Quality
Biostadt Extension services
Biostadt Packaging
PI Product Quality
PI Extension services
PI Packaging
 PERCEPTION OF FARMERS ABOUT DAL, BIOSTADT, PI & HCL
The above figure explained about perception of farmers about DAL & its competitors.
In product quality, Biostadt rank first followed by PI, DAL & HCL.
In Extension services, DAL ranks first followed by Biostadt, PI & HCL.
In case of packaging, Biostadt rank first followed by PI, DAL & HCL.
The above graph shows that in this area also, BIozyme is market leader in case of product quality &
packaging.
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98.  FACTORS INFLUENCING BUYING BEHAVIOUR OF FARMERS
Factors influencing buying behaviour
of Farmers
50.0
.0
Price of the Quality of Dealers say Field staff
product product
Series1
There are several factors which can influence farmers in buying 3D products.
The above five factors come out to be the most influencing factors among surveyed
farmers. Farmers were given option to tell one factor. About 42.9% of farmers said quality of
the product is prime importance followed by field staff ranks 2 nd which constitute 28.6% Price
of the product & dealers say constitute the same share of14.3%. In this area farmer prefer to
use quality product.
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99.  SATISFACTION LEVEL OF FARMER
Satisfaction Level of farmer
14.3
28.6
14.3
Highly satisfied
Satisfied
42.9
Somewhat Satisfied
Dissatisfied
The above figure shows the satisfaction level of farmer. 14.3% farmers are highly satisfied with3D products
of Dhanuka. Farmers in this category are loyal customers of Dhanuka. 42.9% farmers are satisfied, 14.3%
somewhat satisfied & 28.6% dissatisfied. In this market, many of the farmer are dissatisfied with Dhanuka
,so company should pay special attention.
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100. SUGGESTIONS FROM THE RESPONDENT
 DEALERS
 Special schemes on 3D products should be introduce.
 Product quality needs to improve.
 Competitive price of 3D products to be given, so that it will be edge over competitors.
 Field activities should be increase.
 Sratch card to be introduce for 3D products.
 Eco friendly bag, carry bag having 3D products picture on it.
 Advertisement through posters, banners etc. should be there for each product.
 Field staff should visit farmer regularly.
 There should be timely supply of products.
 FARMERS
 Demonstration should be given on large area.
 Quality of the product needs to improve by some extent.
 Special Village meeting on 3D products to be arrange.
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101. COMPETITORS’ STRATEGY1.Niche marketing-All the local brands are not operating in all the markets in a district but they have
selected only a few markets and pumping their resources in those particular market. That is the reason why
these brands are present only in some markets. Moreover they have prepared a network of loyal dealers
through schemes and heavy margins and through them doing their business.
2.Direct marketing-The local companies are directly approaching dealers and retailers in different markets
and convincing them to sell their brands. Most of local companies don’t have any distributor in their supply
chain, which is allowing them to fix heavy margins for these dealer
3.Dumping-Local brands are dumping their products in dealers’ shops and receiving their money after the
season or as per dealers’ convinience. The representative of the company is in regular touch with the
concerned dealer and monitoring the sales.
4.Promotional activities-The promotional activities include field level demonstrations and meetings only
by a few companies but most of the other companies are limiting their promotions up to dealer and retailer
level like schemes, offers, gifts, target discount and turnover discounts.
4.Margins-These local brands are able to give heavy margins to their dealers because of small scale of
operation. The margins are not constant on any product and it varies from market to market and even in the
same market also, based upon the demand for zymes, zyme usage level of farmers and intensity of
competition among dealers operating in same market.
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102. TIME MANAGEMENT MATRIX FOR DHANUKA AGRITECH LIMITED
Doing the right things at the right time is an important aspect for the company since the only thing, which
is constant about a market, is a change
So a Time management matrix has been designed for the company so as to classify the things, which are
urgent and important and measures are taken accordingly. Based on the urgency and importance the
operations are classified into quadrants I, II, III, IV
Where,
quadrant I: implies the things, which are urgent and important and had to be done immediately
II: urgent not important
III: not urgent but important
IV: not urgent and not important
Things in quadrant II and I
are to be
addressed immediately and
measures are to be taken in
the
interests of the company, channel members and farmers
QUADRANT I
QUADRANT III
QUADRANT II
QUADRANT IV
URGENT
NOT
URGENT
IMPORTANT
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NOT IMPORTANT
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103. QUADRANT I:
 Ensure availability of the product through preferred dealers.
 Dealer schemes like coupons and target allowances
 Increase field staff
 Aggressive promotion and advertisement.
 Maintain the price to retain the premium image of 3D products.
 Improve the field work at farmer level and also involve PDs in it
 Improve communication upto retailer level.
QUADRANT II
 Replacement of low quality field staff
 Close supervision of promotional activities.
 Introduction of new molecules in these markets.
 Price discount on empty Dhanzyme packs.
QUADRANT III
 Gifts to dealers on festivals
 Cover the smaller markets through dealers directly linked with company or preferred dealers
 Soil testing facilities for the farmers
 Tie up with agriculture universities for farmer awareness campaigns
 Farmer facilitation ceremonies.
 Tour and travel packages for dealers
 Increasing dealers margins.
QUADRANT IV
Bottom up approach.
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104. SWOT ANALYSIS OF 3D PRODUCTSStrength
1.Better quality of product
2Company image is good.
3.Larger product lines
4.Other products are perceived as good
Weakness
1.Insufficient fieldwork
2.Promotional materials not reaching to retailers
3.Less number of field staff
4.Poor communication up to retailer level
6.Comparatively less margin
7.Farmers are dependant on dealers & many times dealers sell
low grade product
Opportunities
1.Introduction of new molecules
2.Ensuring loyal dealer network through schemes
3.Getting closer to the farmers through farmer level activities.
Threat
1.Credit oriented market
3.Regular entry of new local brands
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105. 4.Dealers are strong in customer base
5.Biofertilizers
6.Indeginously prepared manures
SUGGESTIONS TO GROW THE BUSINESS
Suggestions to grow the business have been suggested under following headings1.Product Combo pack of Dhanzyme plus any other pesticide, which is having demand in this particular area.
 Simple product literature
2.Price-.
 Increase the margin slightly as it could be useful to motivate dealers to promote Dhanzyme.
 Special price for high volume purchases.
3.Promotiona) Sales promotion Introduce schemes like discounts and material gifts like TV, camera, wristwatches etc on bulk
volumes. Even sprayers are very good gifts as it will directly help them into their business.
 Scratch coupons with consolation prizes.
 Festival gifts for dealers on Holi and Navratra like letterpads, pensets, wall clocks, ashtrays etc.
 Gold coins for high turnover on all products of DAL on deepawali.
 Allowance for additional shelf space and merchandising.
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106.  Joint promotion at farmer level.
 Dealers training in cultural practices for different crops and pest &disease management, followed by
additional training on CRM.
 Incentives on meeting targets; like tours and trips with an option to convert it into money.
b) Consumer promotion After sale services in relation to extension through FAs
 Method and result demonstration.
4.Advertisement Jeep campaigns followed by rickshaw campaigns along with distribution of product literature
 Postering in banks, school and kirana stores.
 Wall paintings, hoardings and bus panels
 Weekly bazaar campaigns and mandi campaigns after the harvest of the crop.
 Sponsoring rural sports, Folk fare as nautankis.
 Advertising done by following companies will help company to incresase sell.
Aries Advertising in CityBus
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107. Nagajuna Wallclock in Dealers Shop:
Paper Wheight showing Specialty Nutrients on all 6sides:
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108. 5.Place In the first phase cover all the strategically important zyme markets through preferred dealers.
 Ensure the availability of the product with dealers 15 days before the season (schemes could be
helpful for this)
6.People Increase the number of field staff and allocate them area to cover that includes markets as well as
villages.
 Hire quality and hard working field staff.
 Farmer level campaigns through Agricultural university students as a part of their extension course
practical.
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109. FINDINGS OF THE PROJECT
 Zymes are one of the latest innovations in field of biotechnology that is residue free, non-toxic,
ecofriendly and natural source of plant nutrition prepared from Norwegian seaweed
(Ascophyllum nodossum)
 Zymes helps in improving soil fertility and reducing the effect of indiscriminate use of
fertilizers on soil.
 Farmers have very less knowledge about Zymes and these are the dealers who recommend the
product and give some consultancy.
 Marketing officers are not taking more interest in selling 3D products because of low turnover
& this product require more convincing to dealers & farmers.
 The main competitors for Dhanuka Agritech Ltd in zyme category are Biostadt, Pesticide India,
Hyderabad Chemical Ltd & other bio- companies.
 In Zyme category, Dhanuka has three products namely Dhanzyme granule, Dhanzyme Gold,
Dhanzyme liquid.
 Dhanuka has sticking & wetting agent, Dhanuvit , the main competitor for this product are
Indotron from Indofil, Sandovit from syngenta.
 The results show that at an average 75% dealers are interested to promote PGP and hence it is
easy to develop the market for PGP
 The factors which motivate dealers to promote PGP better quality of the product is ranked first.
 The reasons for not selling the Zymes are high price, packaging, & no demand.
 In paddy crop , farmer are not interested to use any PGR
 In some commercial belt , the demand for Dhanzyme is huge
 Most of the farmers apply Dhanuvit in rainy season only, so it becomes seasonal product
 Dhanzyme its known for quality, but in some area Biozyme brand is more popular.
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110.  Biozyme has series of product like Biozyme Power+ , Crop+, Chilli special, Bt Biozyme, so
farmer give more preference to biozyme.
 HCL has two products in different formulation i.e. Cytone+ & Cytozyme, quality of this
product is average, but HCL gives more margin to dealer & also employees of company do
hand selling.
 Biovita from Pesticide India is at par with the quality of Dhanzyme & biozyme.
 Zyme market is completely depend on push strategy, because awareness about these products
are less in farmers community
 As per observations these products run mainly in credit market, as dealer sell it by force.
RECOMMENDATIONS AND SUGGESTION:
Sales team needs to take still more efforts for generating awareness among farmers about
importance of 3D products.
Special Schemes should be arrange for the dealers on the basis of turnover of 3D product.
Packing of Dhanzyme (Liquid) & Dhanuvit are same, so packing, labelling & colour of Dhanzyme
(L) bottle need to be change.
More emphasis should be given on advertising & promotional activities of 3D products.
5Technical field staff should be appointed
Field work should be improve to spread awareness of 3D product amongst farmers
Dhanuvit magic show should be done in all area , due to this farmer become more knowledgeable
and they will know the importance of dhanuvit
Field day should be organised on the selected plot to see the result of the product which helps in
mouth publicity of the product
Communication channel should be chosen as per attitude of farmers, Education level and standard
of living.
Progress of farmers and sales of company has direct relationship. Hence company should invest in
developing platform for success of farmers by training programmes and helpline centers
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Page 110