A project of market potential of soybean in Madhya Pradesh.......

1. A
SUMMER REPORT
PREPAIRED BY
SHEKHAR KISHORE
FOR
Dhanuka Agritech Ltd and VAMNICOM, PUNE

2. TITLE
“Scope of Targa Super on Soybean in Madhya Pradesh”
SCOPE
To understand the market potential of Targa Super on Soybean.
OBJECTIVE
To explore the possibilities of doubling the sales of Targa Super
in the Soybean segment in Madhya Pradesh.
ORGANISATIONAL GUIDE
Mr. MAYANK GOEL
Introducing BUSINESS DEVELOPMENT MANAGER
DHANUKA AGRITECH LTD
FACULTY GUIDE
Mr. S. B. KULGOD
DP. DIRECTOR GENERAL
MAHARASHTRA STATE AGRICULTURE MARKETING BOARD, PUNE

3. CROP PRODUCTION
CROP PROTECTION
INSECTICIDE HERBICIDE FUNGICIDE
INDUSTRY OVERVIEW – INPUT SECTOR: This sector includes
Seed, Fertilizer, Irrigation, Insecticide, Herbicide, Fungicide

4. PRE-EMERGENCE
POST-EMERGENCE
BASF Dhanuka Agritech Bayers
HERBICIDE – Pre-emergence and Post-emergence of
different company:
BASF, Dhanuka, Bayers, dupont, crystal, etc.

5. COMPANY PROFILE
Dhanuka Agritech Ltd is a pan India presence
Company dealing with Agro-Chemical & seeds. With
motto “Life enrichment through Science”

6. PRODUCTION MARKETING
Produce seed and Zonal
agrochemicals. offices, warehousi
ng
facilities, Distribut
or
R&D LABORATORY
In 1984 Dhanuka Chemical , seed
started R & D as
Dhanuka Agriculture and
Research Centre pharmaceutical
(DARC),
INTERNATIONAL
QUALITY CONTROL COLLABORATION
controlling the Nissan Chemical ,
Quality of Raw Chemtura , Syngenta,
Materials, Advanced Mitsui chemicals,
intermediates and Sumitomo Chemicals,
finished goods. Dupont,

7. Problem Finding
Working on Objective
Questionnaire preparation
Survey and Data collection
Analysis of Data
Development of market research

8. • To analyze the weedicide preference based on age, land
First holding and weed control practices by the farmer.
• To examine buying practices based on chemical and
Second cause of preference related to farmer.
• To analyze buyer preference of weedicide on the basis of
Third most panic weed and moisture level.
• Likes and dislikes of Dealer and Retailer along with the
Fourth present marketing condition of competitive companies.
Working on Objective development

9. DATA COLLECTION
RESEARCH PAPERS
JOURNAL
FARMERS
DISTRICT/BLOCK AGRICULTURE OFFICE
RETAILERS
MAGAZINES
DISTRIBUTORS
AGRICULTURE
DHANUKA AGRITECH LIMITED
UNIVERSITY(JNKVV, JABALPUR)
CELL PHONE
KVK/ARS
WEBSITES(MPKRISHI.ORG, CENSUS, SOPA
)

10. SUPPLY CHAIN OF WORKING AREAS

11. 2500
AREA:-000'HECTARE ,PRODUCTION:-000'TONNES, YIELD:-KG./HECTARE Data from
mpkrishi site
2000
1500
yield
area
1000 Prod.
500
0
Mahakaushal Bundelkhand Baghelkhand Baghelkhand Malva region Malva Chambal Chambal Bhopal Harda region
region region (REWA) (SHAHDOL) and Nimar (UJJAIN) (BHIND) (GWALIOR) region
region region region region region region
Area-Ujjain / production-Ujjain / Yield-Jbp

12. Potential area of T.S. sale
Site map of working area Most potential area

13. correct
information
from
limited Holiday and
sample marriage
Responded to
Least the questions
Time may not have
been true
LIMITATION

14. TARGA SUPER SALE(KL)
500
450 2011, 457
400
2010, 388
350
300
250 2009, 249
200
Introduction Growth Maturity Decline Revival Growth Maturity
150
2008, 125
100
50
0
2000 2002 2004 2006 2008 2010 2012
TARGA SUPER SALE(KL)
Product life cycle of Targa Super

15. PRODUCT LIFE CYCLE OF TARGA SUPER SALE(KL)
900
700
y = 113.5x - 227774
R² = 0.9829
500
SALE OF THE PRODUCT (IN KILOLITRE)
300
100
2000 2002 2004 2006 2008 2010 2012 2014 2016
-100
-300
-500
-700
PLC Showing time to achieve Target
-900
YEAR EXPECTED TO ACHIVE TARGET
TARGA SUPER SALE(KL) Linear (TARGA SUPER SALE(KL))

16. Data Analysis and findings
SPSS IBM
SOFTWARE
FARMERS
RETAILERS
DISTRIBUTORS
MICROSOFT
EXCEL

17. Table8.1: THING LIKE IN DHANUKA * THINGS LIKE IN PURSUIT Crosstabulation
Count
THINGS LIKE IN PURSUIT Total
PERFORMANCE COMPANY FAITH PACKING DEALERS FAITH
THING LIKE IN PRODUCT 38 18 4 8 68
DHANUKA
SERVICE 12 42 14 2 70
BRAND NAME 20 10 12 6 48
ATTRACTIVE 2 6 2 4 14
PACKING
Total 72 76 32 20 200
Out of total 38(19%) farmers told that they like dhanuka for
product and same person say they like pursuit by performance.
Out of total 42(21%) farmers told that they like Dhanuka for
services and same person told that they like pursuit by company
faith.

18. DATA ANALYSIS & FINDING
MAXIMUM SALING POTENTIAL PRODUCT IS TARGA SUPER.

19. DATA ANALYSIS & FINDING
Out of total 46(23%) farmers belong to 30-40 yr. age group with land holding less than 20 acre.
Out of total 32(16%) farmer belong to 20-30 yr age group with land holding less than 20 acre.

20. DATA ANALYSIS & FINDING
For narrow leaf weed Dhanuka holds higher potential as 6(21%) use BASF but 16(57%) use Dhanuka product
i.e. Targa super.
For broad lead weed BASF holds higher potentioal as 22(42%) use BASF and 14(26%) use Dhanuka product.
For all type of weeds again BASF holds higher potential than Dhanuka.

21. DATA ANALYSIS & FINDING
The maximum potential age group 30-40yr, in which 36(45%) using BASF product and
18(22.5%) using Dhanuka product.
In age group of 40-50 yr, 18(47%) using Dhanuka product and 12(33%) using BASF product

22. DATA ANALYSIS & FINDING
Most potent land holding less than 20 acre have 42(41%) of BASF user and 26(25%)
of Dhanuka user.

23. DATA ANALYSIS & FINDING
Dhanuka user have less no of farmer in narrow weed control and BASF user have
more no of farmer who are panic about narrow weed control.

24. DATA ANALYSIS & FINDING
Retailers like Margin > Gift = Tour

25. DATA ANALYSIS & FINDING
Dealer and field work force are good in BASF respective to Dhanuka with respect to
know about chemical and weedicide use in field.

26. DATA ANALYSIS & FINDING
Satisfaction have greater role in market potential than other availability, ad, look.

27. DATA ANALYSIS & FINDING
Moderate Farmer> Big farmer> Marginal

28. 71% SAY YES, IT WORK 50% SAY ITS NOT WORK
RETAILERS VIEW DISTRIBUTORS VIEW
ONLINE BOOKING OF PRODUCT OF TARGA SUPER

29. DATA ANALYSIS & FINDING
FROM 45% RETAILERS SHOP 500-1000LITER T.S. SALE WHICH IS MAXIMUM OF ALL

30. OTHERS Total
PURSUIT(BASF) LITER TARGA SUPER(DHANUKA)LITER GUARD(CRYSTAL) LITER LITER LITER
1 300 300 450 500 1550
2 400 350 400 600 1750
3 200 200 300 400 1100
4 500 350 200 500 1550
5 350 300 100 400 1150
6 1500 700 400 400 3000
7 1500 1500 0 600 3600
8 1500 500 500 1000 3500
9 1500 500 500 500 3000
10 2000 150 1000 800 3950
11 3000 2500 500 1000 7000
12 3500 2500 1000 500 7500
13 4000 2500 500 500 7500
14 3000 200 800 500 4500
15 3000 2000 800 500 6300
average 1750 970 496.6666667 580 3797
DETERMINATION OF MARKET POTENTIAL BY TOTAL COMPANY SHARE

31. Average of Total market potential of Herbicide
15%
13% 46% PURSUIT(BASF)
TARGA SUPRER(DHANUKA)
GUARD(CRYSTAL)
OTHERS
26%
BASF(46)> DHANUKA(26)> GUARD(13) > OTHERS(15)

32. LIKE IN THING CAUSE OF WEEDICIDE KNOW WEED AGE LAND
Showing TARGA LIKE IN PRFERENCE USE IN ABOUT IN GROUP HOLDING
Pearson SUPER DHANUKA FIELD CHEMICAL FIELD
Correlation
LIKE IN 1 .217** .242** -.110* .188** -.036 .065 .014
TARGA
SUPER
THING LIKE .217** 1 .103* -.114* .085 .057 .024 -.148**
IN DHANUKA
CAUSE OF .242** .103* 1 -.026 .275** .024 -.024 .128**
PRFERENCE
WEEDICIDE -.110* -.114* -.026 1 .035 .009 -.108* .006
USE IN FIELD
KNOW .188** .085 .275** .035 1 .007 -.019 .083
ABOUT
CHEMICAL
WEED IN -.036 .057 .024 .009 .007 1 .205** .504**
FIELD
AGE GROUP .065 .024 -.024 -.108* -.019 .205** 1 .267**
LAND .014 -.148** .128** .006 .083 .504** .267** 1
HOLDING
CORRELATION BETWEEN DIFFERNET ENTITIES

33. As the Dhanuka Agritech have strong competition in the market so it work
on 4P’s of marketing like wise -
Product: As improvement in chemical potential it should work on new
FINDING & RECOMMENDATIONS
problematic weeds as like bokhni in Malwa region and other which are
not killed by any herbicide.
Price: There should be uniform price distribution of the product till last
consumers, for this company has to develop some online booking concept
and dilute the Preplacement intrest order to the Distributors.
Place: The targeted place of distribution is done by two depo 1st one is in
Indore and 2nd one is in Jabalpur, company should work on retail depo
shop concept and increase the distribution centre in Madhya Pradesh.
Promotion: for the better awareness in the farmers company should stress
on Campaign, Trial, Distributors relation, Retailers relation and promote
Dhanuka Doctor Thought the year.
As Targa Super is the ranks 2nd most preferred post harvest weedicide so
for double the sale we have to work on product improvement(kill newly
introduced weed-bokhni), customer relationship(field assistance round
the year), dealers and retailers partnership(promote incentives).

34. The fluctuation of price in the market is due to preplacement order
intrest given to the Distributors and Dealers, this will cause some Dealers
cheaper rate and other at higher rate as the amount he placed order in
january-feb. Company should change the policy so rate of targa super
FINDING & RECOMMENDATIONS
became stagnate. They may use gift, tour and surprise on preplacement
order.
As farmer whose age group of 30-40 years and having less than 20 acre
land is most potential for soybean cultivation, so company should focus
on this segment along with rest segment.
As Narrow leaf weed farmers prefer Targa Super of Dhanuka but for all
type of weeds (Narrow and Broad) they prefer Pursuit of BASF, it gives the
USP of Targa Super on Narrow leaf weed so along with this company
should work on broad leaf weed segment as most panic weed is broad
leaf for farmers refer primary data.
As Major potential of herbicide use in field is 30-40 years age group, out
of which major section prefer BASF product and minor section prefer
Dhanuka products, so company should focus on 30-40 yr. age
group(campaign, trial) and also target other age group for higher market
potential.

35. As Major potential of herbicide use in field is land holding less than 20
acre farmer, out of them approx 40% opt BASF products and 25% opt
FINDING & RECOMMENDATIONS
Dhanuka products, so company should work on land holding <20 acre
farmers(campaign, Trial). Along with this Dhanuka should work on larger
land owner.
Out of total approx 43% Farmer only use chemical herbicide and rest of
them use chemical in accordance with cultural and physical practices, so
company should focus on some cultural and physical method thought
extension workers and then promote chemical practices.
In the field 65% farmers says that most panic weed is broad leaf, so
company should work on broad leaf Weedicide(combination easier in
use, single packet, work on newly emerge weeds.)
As Major source of information about chemical are dealers/Retailers
and field worker so company should give good alliance and job
satisfaction to field workers so they work properly.

36. As dealing with satisfaction company should also work on availability of
FINDING & RECOMMENDATIONS
product (just in time supply), advertisement and look of the product (guide
diagram on bottle).
As Approx 47% of Retailers have 15-20 company product, this range have
highest potential in market, these product holders have better faith in farmers
mind so company should focus on 15-20 company product stores along with rest
group.
As 61% of farmers included in good one who follow retailers’ recommendation
so company should provide some better margin and tour ,gift package for retailers
so that the attract farmers most.
As Use of chemicals reflect that 66% farmers may increase or decrease from
previous year consumption, so that there is huge population of farmer who can
buy any of the product which is available and change there mindset according to
situation so company should cover on this section by timely availability of product
(enhance supply chain) and good promotional awareness (Trial, campaign).

37. As At retailers desk 66% of retailers like margin as the favorite offer as compared
to the gifts, tour and other surprises, so company should provide higher margin to
last channel (may introduce Rural and urban section of discount, Rural have higher
FINDING & RECOMMENDATIONS
discount) who comes direct contact with farmers.
As At retailers desk about 66% of farmers who purchase Targa Super are
moderate farmers as compared to the big farmers and small farmers, so company
should focus higher on moderate land holding farmers (campaign, trial, and
training) along with small and big farmers.
As Dhanuka Doctor is the key functional and ground field assistance of company
so company should provide whole year service to field assistance for brand and
company image creation.
As Targa Super is used in various crops so not only focus to Soybean, Company
should give combo offer as awareness to other crops(onion, garlic, tomato,
pulses) in which product will be used.
Online booking of product should be facilate so that the company does not
faces any mistake in supply chain order and rate of product is also be stagnate
(homogeneous situation for all customer).

38. Major Recommendations:
As Dealers/Retailers/farmers suggestions are not taken for
FINDING & RECOMMENDATIONS
consideration resulting major cause of unsatisfaction in the market. It
creates a harmful effect on brand name of company and the related
population is also dissatisfied. So company should rehabilate these
dealers/Retailers/Farmers so they satisfied by feedback given by company.
There should be Retail depo shop so that all the information of company
product is facilated and fair rate of the product is maintained. Retail depo
shop is way by which we can stable the fluctuating prices of company
product.
There should be proper message facility is provided in cropping season
and also in off season so that customer relation along with company brand
name is maintain in the market.
The look and representation of diagram on the packet is well maintain
so that this information carry on the field and practiced by the farmers, it
does not on the bucket which is left at home.

39. THANK YOU THANK YOU
Thank You Thank You
THANK YOU THANK YOU