Summer Internship Report on Brand Promotion of Danitol Insecticide

A Summer Internship Project Report 2015
On
“IMPLEMENTATION & EVALUATION OF BRAND
PROMOTIONAL ACTIVITIES FOR DANITOL IN
SITAPUR UP”
Submitted By
Pratap Singh khangarot
National Academy of Agricultural Research Management
Indian Council of Agricultural Research
Submitted to
Sumitomo Chemical India Pvt. Ltd
Academy Guide: Company Mentor:
Dr. PC MEENA Mr. Shashi Bhushan Jha
Senior Scientist Area Sales Manager
NAARM HYDERABAD Sitapur ,UP

PRATAP SINGH KHANGAROT, PGDM (AGRICULTURE) 2014-16, NAARM, HYDERABAD.
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Declaration
This is to declare that I, Pratap singh Khangarot student of Post Graduate Diploma
of management in Agriculture (2014-2016), NAARM, Hyderabad have given
original and authentic data, information and maintained full confidentiality to the
best of my knowledge in the project report titled “IMPLEMENTATION &
EVALUATION OF BRAND PROMOTIONAL ACTIVITIES FOR
DANITOL IN SITAPUR UP ” 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.
Pratap Singh Khangarot
PGDM (Agriculture)
National Academy of Agricultural Research management, Hyderabad
Indian Council of Agricultural Research, New Delhi

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Acknowledgement
I am greatly indebted Sumitomo Chemical India Private Ltd for giving me the opportunity
of having a lifetime experience of working with such a highly professional corporate
organization. It is my proud privilege to express my deepest gratitude and veneration to my
project guide Dr P.C Meena (Senior Scientist NAARM, Hyderabad) and Company Mentor
Mr. Shashi Bhushan Jha (Area Sales Manager, Sitapur UP)for providing me the
opportunity to work on the project, which has been a pleasant experience for me.
I am especially grateful to team Sumitomo for their constant support and encouragement
throughout the span of the project. The confidence they instilled in me paved the way for
proceeding with the project.
I also take this opportunity to thank the faculty members of NAARM who have toiled hard in
paving a solid foundation in me, which is indeed of great importance in carrying out the
research work. I would like to thank my family, seniors and friends who are always there to
support and encourage me.
Author
(Pratap singh khangarot)

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Certification
This is to certify that Mr. Pratap Singh Khangarot a bona fide student of Post
Graduate Diploma in Management Agriculture (PGDMA) 2014-2016 batch,
National Academy of Agricultural Research Management, Hyderabad worked as
a trainee in your organization from the period (May 1 - June 30, 2015). He has
successfully completed his final project titled IMPLEMENTATION &
EVALUATION OF BRAND PROMOTIONAL ACTIVITIES FOR DANITOL IN
SITAPUR (UP) towards the partial fulfillment of her requirements for the course.
I wish him all success in future.
(Dr. PC MEENA) Date:
Senior Scientist
National Academy of Agricultural Research Management, Hyderabad.
Indian Council of Agricultural Research, New Delhi

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Certification
This is to certify that Mr. PRATAP SINGH KHANGAROT a bona fide student of
Post Graduate Diploma in Management Agriculture (PGDMA) 2014-2016 batch,
National Academy of Agricultural Research Management, Hyderabad worked as a
trainee in our organization Bayer CropScience Ltd. from the period (May 1 –
June30, 2015). He has successfully completed his Final project titled
IMPLEMENTATION & EVALUATION OF BRAND PROMOTIONAL
ACTIVITIES FOR DANITOL IN SITAPUR UP towards the partial fulfillment
of her requirements for the course.
I wish him all success in future.
(Mr. Shashi Bhushan Jha) Date:
Area Sales Manager
Sumitomo Chemical India Pvt.Ltd
Sitapur, UP

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Table of Content
Serial no. Particulars Page no.
1 Declaration 3
2 Acknowledgement 4
3 Certification 5-6
4 Executive Summary 8
5 Project Overview 9
6 Company Profile 10-11
7 Study area 12
9 Research methodology 13
10 Introduction 14-15
11 Pesticide Industry 16-17
12 Agrochemical Overview 18-20
13 Products Sumitomo 21
14 Denitol 22
15 Brand Promotional activities 23-24
16 Recommendations 25-26
17 Key findings 27
18 Conclusion and Learning’s, References 28

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Executive Summary
In today’s competitive world for retaining in the market it is very necessary to have well
Knowledge of the consumer buying behavior and the information regarding the activities
Of competitor’s existing in the market so that we can plan our each activity according to
That Agriculture in India is a means of livelihood of almost two third of the work force in the
country. It has always been India’s most important economic sector. India ranks second
worldwide in farm output. Agriculture and allied sectors like forestry, fishing account for 13.7
% of the GDP in 2013-14, employed 52.1 % of the total work force. Despite a steady decline of
its share in the GDP, are still the largest economic sector and a significant piece of socio
economic development of India.
Indian agriculture is grown at an impressive rate of 2.7 % per annum during 50 year of
independence. This growth rate can be attributed to the gain in crop productivity.
The project is “IMPLEMENTATION & EVALUATION OF BRAND PROMOTIONAL
ACTIVITIES FOR DANITOL IN SITAPUR (UP)”
This project is carried out for Sumitomo Chemical India Private Limited, one of the leading
pesticide Companies in India, engaged in different crop segment of Pesticide .
The study deals with different objectives.
1. To plan and Implement the brand promotional activities for Danitol.
2. To evaluate the effectiveness of all the promotional activities and study the customer
response/ feedback on them.
3. To suggest suitable brand promotional mix for increasing the adaptability of Danitol.

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Overview of the Project
• While Pesticide companies see business in their respective segments, policymakers
and researchers say that the country will have no option but to embrace Pesticides to
increase yield to feed the ever growing population. With declining arable land and
more mouths to feed, there is continuous pressure to increase yield and reduce losses
by usage of crop protection products.
• The crop protection chemicals accounts for ~2% of the total chemicals market in India.
• Second largest manufacturer of pesticides in Asia, second only to Japan.
• The Indian pesticides industry has been growing at 8-9% p.a. over the past five years
(FY07-FY11).
• Industry size is estimated to be USD 3.8 billion (INR 21,000 CR) in FY12 with
exports accounting for 50% of the market.
• Over the 12thplan period, the segment is expected to grow at 12-13% p.a. to reach
USD 7 Bn (INR 39,000 Cr) by FY17 with domestic demand growing at 8-9% p.a. and
export demand at 15-16% p.a.
• Three broad categories of companies are present in the industry - Multi-National,
Indian including the public sector companies and small sector units.
• Pesticide Industry in India started in 1952 as private sector undertaking, ICI at Rishra
near Calcutta, now Kolkata.

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Company profile
• Sumitomo is the MNC which operates in many developed and developing countries.
• A Japanese word SUMI + TOMO
• Sumi means Environment & Tomo means Friend
• Founded September 22, 1913
• Head office (Tokyo)
• A leading research & Development Company of Japan
• Every year 5000 chemicals are tested and every second year 2-3 molecules will be passed
• More than 27000 employee in Tokyo R & D Centre
• At present, the Sumitomo Chemical Group, including over 100 subsidiaries and affiliates,
operate business in five sectors
• Basic Chemicals , Petrochemicals ,IT – related Chemicals,Health and Crop Sciences.
• Net sales JPY 2,243.8 billion
• income JPY 100.8 billion
• India-2000 ,HQ-Mumbai (MH)

Page 10

Page 11
Location selected for Study

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Research methodology
After the objectives of the survey were well defined, the descriptive and explorative research
design was decided to be taken 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.
Sampling procedure:
Sampling procedure followed were simple Random sampling for selecting Villages and
purposive sampling for selecting Farmers
Farmers Approached : 1160
Data Collection:
Data were collected through questionnaire consisting of open as well as closed ended
questions.
Data Analysis:
The collected data were properly decoded and used for analysis. The data were analyzed in MS
Excel.
Limitations of the Study:
 Bias in response from the respondents.
A small amount of bias may exist on researcher side

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INTRODUCTION
BACKGROUND
Agriculture in India is a means of livelihood of almost two third of the work force in the
country. It has always been India’s most important economic sector. India ranks second
worldwide in farm output. Agriculture and allied sectors like forestry, fishing account for 13.7
% of the GDP in 2013-14, employed 52.1 % of the total work force. Despite a steady decline of
its share in the GDP, are still the largest economic sector and a significant piece of socio
economic development of India.
Indian agriculture is grown at an impressive rate of 2.7 % per annum during 50 year of
independence. This growth rate can be attributed to the gain in crop productivity. The strategies
adopted since independence and intensified after mid sixties primarily focused on feeding the
burgeoning population and making the country self reliant in food production. The major
factors that led to this enhanced productivity were use of synthetic fertilizers and pesticides,
selective breeding, mechanization, developing irrigation infrastructure and farm subsidies.
In shaping up the modern agriculture technology has been a vital component of it. Quality input
such as seed, chemicals, irrigation measures, fertilizers, pesticides and genetic engineering have
played a major part in raising yields. Farmers now have a better asses and wide range of these
inputs to choose from. The farmers pass through a series of steps before making of purchase of
these inputs. These steps include problem recognition, information search, alternative
evaluation, purchase decision and post purchase evaluation.
As the times are changing the consumer i.e. the farmer in this case has got better asses to the

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information. Access to the information is the reason for increased awareness which is the
architect for changed consumption patterns.
The competition in Agri- input market is increasing due to large number of players into the
business area. Keeping this in view, the input suppliers are offering a wide range of products to
the farmers. This increased competition in this changing business environment has made the
consumer as powerful as he is the one who is in position of being free to choose out one from
many options. Thus business firms are now compelled to design and sell products that conform
to the consumer’s needs and desires.
In this situation, researching the farmers’ behavior towards the strategies of different firms has
become integral component of the marketing strategy. It is not only important to marketers in
promoting a giving product, service or practice as per the need of consumer but also to meet the
needs of customers in a better way.

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THE PESTICIDE INDUSTRY
BACKGROUND
India produces 90,000 metric tons of agrochemicals in a year. India’s agrochemical industry
is second largest in Asia after Japan and the twelfth largest in the world. India loses nearly
30 % of its crop to pest attack. The agrochemicals industry plays a crucial role in protecting
crops from damage by weeds, pest, insect and fungus, both before and after harvest.
Agrochemicals, also referred as pesticide, are chemical compounds used for crop protection.
India is the second largest manufacturer of basic agrochemicals in Asia with 145 pesticide
registered in the country. Even though India has a large capacity in volume terms it accounts
for less than 2.5 % of the world market in the value terms. Consumption is also low in India
as compared to developed countries.
0
5
10
15
20
Taiwan Japan China USA France Pakistan India
Consumption/ha
Country
Comparison of Pesticide Consumption/Hectare
Consumption/Hectare

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In the global market the share of MNC’s are:
Sr. no Company Sales 2013(US $million) %market share
1 Bayer (Germany) $ 7,458m 19%
2 Syengenta (Switzerland) $ 7,285m 19%
3 BASF(Germany) $ 4,297m 11%
4 Dow Agro Science(USA) $ 3,779m 10%
5 Monsanto(USA) $ 3,599m 9%
6 DuPont(USA) $ 2,369m 6%
7 Makhteshim Agan(Israel) $ 1, 895m 5%
8 Nufarm (Australia) $ 1,470m 4%
9 Sumitomo Chemical $ 1,209m 3%
(Japan)
10 Arysta Lifescience $ 1,035m 3%
(Japan)

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AGROCHEMICALS MARKET- OVERVIEW
 Agrochemicals are primarily used for crop protection. 
 They are often referred to according to the type of pest they control. 
 In such a classification, agrochemicals are normally categorized into
the following major categories. 
The agrochemical sector is comprises of herbicide, insecticide and fungicide. These three are
the main component of this industry in India.
Herbicide- are the safer and do not affect the environment. The consumption is limited on
some crop and in areas. The herbicide is not used by each and every farmer in their crop. This
is due to the cheap availability of labor. But the demand is increasing day by day due to the
lack of labor (in some area, especially near city villages) and also the demand is increasing by
the weather conditions. E.g. - if there is continuous rain in the area in that case the sale of
herbicide is increased.
Insecticide- this comprise the major market part of agrochemicals market. These are the
biological and chemical agent to control the insect and pest. The insecticide act against
insect which feed on crops, leaves, root and other parts of plants.
Fungicide- fungicide is used as the preventive measure mainly. These are primarily used to
control disease. High use of new hybrid seeds has led to increase in disease, resulting in
higher sale of fungicide. In last five year the use of fungicide is increased from 8 % to 16 %.
In fungicide, Mancozeb is largest selling product.
Pesticide produces is of two type –
Innovators-

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
 Innovators are original patent holders with strong focus on R&D 


 They enjoy the higher margin since they are able to charge premium price for their
products. 
Generic manufacturers-
 They are not directly involved in high end R& D to find new active ingredients. 

 They manufacture products that have gone off patent. 


 Even though they make off patent products, they have to go through a cumbersome and
time consuming registration process in every launch their product. 

 The bulk of generic products sold through the innovator companies. 


 Innovators in recent times have been outsourcing production of generic to low cost
destinations such as India. 

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The consumption of pesticide is also differ state wise and some of the state grab major share of
market and is very important for the point of view of sales and marketing.
S.no State Pesticide consumption (in %)
1 Uttar Pradesh 17%
2 Punjab 14%
3 Haryana 10%
4 West Bengal 9%
5 Maharashtra 7%
6 Gujarat 6%
7 Others 37%

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Table: Product Range
Sr.no Brand Name Molecule Type
1 Danitol Fenpropathrin 10%EC Insecticide
2 Dantotsu Clothianidin 50%WDG Insecticidede
3 Leader Sulfosulfuran75%WG Herbicide
4 Sumiprempt
Fenpropthrin15%+20%pyripromi
nn Insecticide
5 Meothrin Fenpropathrin30% Insecticide
6 Sumitaj Hydrochloride 4% Fungicide
7 Validacin Antibiotic
8 Sumipleo Pyridiel Insecticide
9 Progibb Gibbrelic Acid Growth promoter
About insects and insecticides:
Insects are the main enemy of farmer. Insects have reduced yield. To control many
insecticides are used. The insecticides may be contact or systematic insecticides. Insecticides
have proved to be great importance in our Green Revolution

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DANITOL is also such contact insecticides which is the product of Sumitomo chemicals India
Pvt. Ltd.
DANITOL is insecticide which is specially designed for controlling all types of insects
which were found in earth. The molecule has been patented by organization, so no other
organization can duplicate it. The main thing which Danitol does it kills all insects in 30
minutes.
BENIFITS OF DANITOL:-
1. Danitol offers farmers result in 30 minutes and kill all type of insects in exists.
2. After using Danitol in field, one week later plant become greenish and start till ring.

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Brand Promotional Activities
FARMERS MEETINGS:
This was the most important tool used for promoting and branding of DANITOL product in
Sitapur district of Uttar pradesh. Farmers meeting are very effective way of contacting farmers
and giving them information about our product in very effective way. These meetings
encourage the exchange of ideas and experiences among the farmers. The meeting also serves
as an important Personal Relation exercise, wherein the company can build up goodwill
amongst its consumers. Such meetings provide company to educate farmers about new product
and also take views about the competitor
Big Farmer Meetings:
We arranged big meetings which where pre-planned and small meetings which we have to
take immediately when handsome amount of farmers get together in villages. For big
meeting we adopted following method:
 We use to contact Head of the village i.e. Sarpanch and request him to call all farmers
from village together. 

 Then their use to be formal announcement about meeting. In this announcement all details
were given, like place, time and topic of meeting.. 

 So interested farmers use to gather on stipulated time and our meeting use to start and long
for at least 30 min. 

 Then we use to answer the questions aroused by farmers. This discussion would last for 20
-25 min. 

 Then we use to distribute Pamphlets (Literature) related to product Danitol to all
farmers present in meeting. 
 Then we use to take down their name and contact numbers. 
During meeting we use to demonstrate how Danitol worked different from other
pesticides which were available in market.

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Small Farmer Meetings:
Small meetings were also properly conducted by us. These meetings were unorganised but it
was also helped in proper promotional activities. In following way it used to be conducted:
 Whenever we use to go in some village early in morning, we use to see some group of
farmers around 10-15 in number near temple or panchayat office. 

 There, first we talk with any person introduce ourselves, tell them why have we came over
here and then proceed with meeting. 
 This meeting would last for 20-25 min and after that discussion with farmers for 15 min. 
 Then we use to distribute pamphlets and take down their names and contact numbers. 
Here, also we use to look for influential farmers for demo plots
Personal Contacts:
Personal contacting is also most important part in Promotional activities of our brand. The
main idea behind contacting farmers individually is to build good PR of our product. In this
method we mostly use to contact farmers who do farming on large area, are influential
farmers, can spread name of our product to other farmers.
So, for targeting such farmers we use to contact retailers in that particular village, Sarpanch or
any good farmer. Then we use to contact them personally at their house or in field. We use to
interact with him tell about product and make him agree to take a demo plot in his field.
In UP general trend is observed among farmers is to follow the cultural practices carried out
by any big progressive farmer. Many few farmers in SITAPUR (UP) were experimental. They
like to try out new technology in their farm and see its result. When he gets success then other
farmers follow that technology. So as DANITOL has got patented molecule called
FENPROPATHRIN 10% EC many farmers are ready to see its result. So in this way

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influential farmers prove to be key elements in promoting our
product by WORD OF MOUTH spreading.
Looking at this condition we try to contact major farmers in every village. I think QUALITY is
important and not QUANTITY. So when we will convert big progressive farmers to use our
product instead of our competitor then it will help in branding of our product and ultimately
other farmer will start using our product. Spread of product through Word of mouth is also
important as it will create good brand image among other farmers as person spreading message
is himself good farmer and experienced the product.
Field Demonstrations:
Field demonstrations are one of the most effective ways to educate the farmers, of the practical
aspects of the new ideas or products. In field demos farmers get to experience the product
closely. There, farmers see for themselves, the techniques and the results achieved. The farmers
are most likely to adopt the new practices and products if the field demonstration succeeds. A
well-organised demonstration would always encourage the farmers to adopt scientific
agricultural practices and good quality products.
During June-July farmers prepare their nursery and prepare their field for plantation so that
these months are free from plantation. So during my project I noticed potential farmers for
demos and talked them about demos in planting season. They will contact Territory Manager
during planting season for demos.
So during my project the things which I concentrated on maximum contacts with good potential
farmers and getting plots for demonstrations during planting season. So I think if product wants
to make high Impact in market then we have to concentrate more on Demonstrations and field
visits for farmers. I have conducted 4 demos during my project.
Distribution of Literature:
Literature is the reading material provided by company to the farmers giving all detail
information in small content. After our meeting we distributed pamphlets i.e. literature of
Danitol to each farmer. Literature is prepared in regional language i.e. Hindi. This pamphlets
contain all information like content of insecticide, the measurable amount to be used, on which
crops to use etc. This literature will be useful in spreading the name of our product in villages
and for word to word advertisement

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TELECAMPAIGN
Calls and massages were done to farmers in order to recall them about Danitol, so they can
go and ask from dealer, that they want Danitol.
SUGGESTIONS
In this project titled “Implementation and Evaluation of Brand Promotional activities for
Danitol in UP” I contacted ABOVE 1100
farmers from several villages. I even contacted many dealers and retailers. There are many
key points which I learned from this project. In Rural marketing what are the important
points to be considered while branding of product as customers are different in different area.
Then in branding work, it has to be done from grass root level to make our customers aware.
In this 2 month project I learned many important points to be considered in Marketing of
Agri Input sector. Working at Grass root level i.e. contacting farmers is major issue in Rural
Agri marketing and that’s what I did in my summer project
But there are few suggestions which I think Sumitomo Chemical India should
implement in Sitapur UP. These suggestions I came to know after working and
experiencing other things. Following are few suggestions:
More Concentration on Demonstrations and field visits:
Demonstrations are the most important part of promotion. The quality and ability of product
is experienced by customers. So if customers are satisfied then they will be ready to use our
product. Today farmers believe in seeing and experiencing the product first and then use it.
So we should concentrate more on field demos and arranging field visits of other farmers.
This will help in spreading importance of our product by word to word advertisement by
farmers.

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Increase the number of Marketing Development Officer (MDO):
Marketing Development Officers are the important person in promoting and branding of
new product in new area. So at first we find it difficult to arrange meetings but latter
without MDO also we have done our contacts. But recently we appointed one MDO who
was having good experience in this field.
MDOs are helpful as they are mostly local people. They know all things at local level,
so it proves helpful for us to change strategy according to local conditions for
promotion.
So I would like to suggest Territory Manager to increase the number of MDOs in this area as
there is huge area to be covered . So increasing labor force will definitely help in Branding of
product .
Roadside Bill- Boards:
In advertisement roadside boards play most important role. Such informative boards should be
set up along roadsides by our company. Important routes should be targeted. Location of board
must be eye catching so that farmer can remember it. This will help in Branding and Promotion
of product. The board must be simple but more informative in fewer words. Board must have
company logo, product image and some other information. This will help farmer to get
information of new product in short time and he would be eager to know more about it.

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Key Findings
Overall Findings
Company Existing
Strategies
Strategy to be
Fallow
 Push Strategy
 Expenditure on banner and
posters
 High price with better quality
 High volume low price to
Distributer & Low volume
high price to Small Dealers
 Incentive to Dealer through
lucrative schemes.
 Strengthening MDO,S.
 Farmers’ are facing the low
credit problem still Sumitomo
provides minimum credit to
the Dealers
 Availability According to
specific crop and Location
 Affordability by providing in a
small packings (>80% farmers
are Small in survey area),
MDO,S can also be distribute
at a certain level.
 Awareness by field
demonstrations & meetings
 Acceptability by increasing
quality of products and project
it at reasonable price

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Conclusions
 Market force is its biggest strength and can be utilized to grab untapped markets.
 Generic manufacturer (National & MNCs) and regional players are creating a substitute
product for Quality Pesticide.
 Credit was the main problem farmers ware facing
 Most of the Denitol users were unaware about the appropriate method and Pesticide
doses
 Among the given District Farmers’ are found to be more aware and obsessed for the
Company Like DuPont due to its complete crop solution strategy and Field Assistant
link. Which is leading more threat to Sumitomo
Learning’s
 An experience to work with a top class MNC.
 Work Culture and Time management.
 How to organize a survey/study research.
 Interaction with People at different geographic locations.
 Brief knowledge about Pesticide market and Industry
References
 Indiaagristat.com.
 FICCI Report on Agrochemicals.
 Indian Seed Industry (2013).
 BCS Annual Report.

Summer Internship Report on Brand Promotion of Danitol Insecticide

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