SYNOPSISEffectiveness of Marketing Strategies of Ankur Seeds

Pvt. Ltd. for BT-Cotton in Katol taluka (Nagpur)

ORGANIZATIONAnkur Seeds Pvt. Ltd.

Nagpur

SUBMITTED BYSANTOSH B. IDHOLE

(04-0527-2009)

INSTITUTE OF AGRIBUSINESS MANAGEMENTNAVSARI AGRICULTURAL UNIVERSITY

NAVSARI – 396 450

TITLE:Effectiveness of Marketing Strategies of Ankur Seeds

Pvt. Ltd. for BT-Cotton in Katol taluka (Nagpur)

SUBJECT CODE:

ABM 647

ORGANIZATIONAL GUIDE:

Mr. Honrao sirD.G.O.

Ankur Seeds Pvt. Ltd.Nagpur

INSTITUTIONAL GUIDE

Mr. Bhavesh ChaudhariAssi. Proff.

INSTITUTE OF AGRIBUSINESS MANAGEMENT,

NAVSARI AGRICULTURAL UNIVERSITY,

NAVSARI

Intoduction:

Ankur Seeds Pvt. Ltd. was established in 1976 at Nagpur, Maharashtra. It

launched its research and development activities in 1978. The objective was to produce

high yielding economical hybrids and varieties suiting the farmer's needs. The company

bagged the National award for excellent research and development achievements in 1996.

Ankur Seeds has carved a niche for itself in the field of agribusiness. It has earned the

trust and confidence of the farming community because of its quality products. Ankur

Seeds has realized the future needs of the industry and has geared up for the same.

"Biotechnology through bio safety for the benefit of mankind" is Ankur's vision.

History of Ankur:-

Ankur Seeds Private Limited was established in 1976 at Nagpur, Maharashtra. The

founder of company is Ravidada Kashikar, Laxmandada Aurangabadkar and

Madhavrao Shembekar. They found that the people in Maharashtra do not get good

quality seed or hybrid seed as there is very low production from field. So they decided to

try to provide good quality seed at affordable price. They established their company in

Nagpur city of Maharashtra and now company has spread its presence all over India.

They produce and sell all seeds of different crops. It launched its research and

development activities in 1978 and received recognition from DSIR Government of India

in 1992-1993. The objective of the research and development unit was to produce high

yielding economical hybrids and varieties suiting the farmer's needs. The company

bagged the National award for excellent research and development achievements in 1996.

Ankur Seed has envisioned the future needs of the industry and has geared up for the

same. Biotechnology through bio safety for the benefit of mankind is Ankur's vision

beyond 2004.

Mission

Three dynamic young agriculturists Ravidada Kashikar, Laxmandada Aurangabadkar and

Madhavrao Shembekar started on a mission, a mission to provide quality planting

material suitable for the Indian subcontinent, to bolster the green revolution to the other

parts of India.

Thus was born Ankur Seeds. The mainstay of a successful crop being in the quality of

seeds sown, Ankur aimed at providing high quality seeds to the farmer community at

reasonable prices. Ankurs aim has also been to convince the farmers about the beneficial

use of high yielding hybrids to local varieties and thus enhance production.

Scope and benefits of Study

This study will show an analyze the various sales promotional strategies and

marketing strategy Ankur Seeds Pvt. Ltd.

The main objective is to study Effectiveness of Marketing Strategies of Ankur Seeds

Pvt. Ltd. Nagpur for BT-Cotton in Katol. The data collected has been subjected to

analysis and interpretation on the basis of objective and suggestions have been

given at the end, which will help the company to improve their strategies for taking

steps for set up the Sale promotional strategy, marketing strategy and competitive

advantage over the competitors, It also helps in identify the problems of the

farmers, dealers and suggestion to company to make improvement in their

marketing strategies.

Limitations of Project Study

Following limitations may come while conducting the project.

This survey is totally dependent on response of farmers and dealers.

Time barrier.

The project is mainly focused on survey of Katol taluka (Dist-Nagpur) So, the

outcome of the project cannot be applied for other places due to demographic and

geographic differentiation.

Research Methodology

Sources of Data

Primary sources: Farmers, Distributors & Dealers.

Secondary sources: literature, internet, record and reports of the

organization

Method of data collection

Personal interview, telephonic talk and group discussion with Farmers,

Distributors & Dealers. Responses will be collected by using structured

Questionnaires.

Sampling Plan and Sample size

Selection of location:

Potential areas of Katol are selected as per preplanning of organization.

Potential areas are Ajangaon, Mendepathar, Pardi, Hatala, linga, Dhavlapur,

Sample Size:

100 numbers of progressive farmers and more than 25 distributors/ dealers

from selected Potential areas of katol.

Sample unit: Progressive farmers, Distributors & Dealers.

Sampling Design: Purposive simple random sampling design

Method of data processing and Analysis: Simple statistical analysis

Title of project: -

Effectiveness of Marketing Strategies of Ankur Seeds Pvt. Ltd. for BT-Cotton in Katol taluka (Nagpur)

Objectives: - 1) To study the present marketing strategies of Ankur Seeds Pvt. Ltd.2) To study the present promotional strategies of Ankur Seeds Pvt. Ltd.3) To identify/ calculate the Market share of BT Cotton of Ankur Seeds Pvt. Ltd. 4) To study the Farmers and Retailers perception about the BT Cotton of Ankur Seeds Pvt. Ltd.5) To study about improvement of marketing strategies of Ankur Seeds Pvt. Ltd.6) To do SWOT analysis.

Retailers Que:-1) Retailers name________________________________________________2) Address_______________________________________________________3) Contact_______________________________________________________4) Did you Sale BT- Cotton of Ankur Seeds Pvt. Ltd.?

______________________________________________________________5) If yes, Why you are sale BT- Cotton of Ankur Seeds Pvt. Ltd.?

______________________________________________________________6) If No, Why you are not sale BT- Cotton of Ankur Seeds Pvt. Ltd.?

______________________________________________________________7) What percent market share cover by BT- Cotton of Ankur Seeds Pvt. Ltd.

0-10% 11-20% 21-30% 31-40% 41-50%51-60% 61-70% 71-80% 81-90% 91-100%

8) What rank You give to Why you are sale BT- Cotton of Ankur Seeds Pvt. Ltd. On the basis of sale?

Company name Rank

Rassi Seeds

Ankur Seeds

Krishidhan Seeds

JK Seeds

Other

9) What rank you give to the BT- Cotton of Ankur Seeds Pvt. Ltd. As compaire to other companies?

Parameters Rank

Margin

Farmers interest

Promotion

Delivery

Other

10) What type of Marketing strategies Ankur Seeds Pvt. Ltd. Use to support your Sale?______________________________________________________________

11) What type of problems you face to sale the BT- Cotton of Ankur Seeds Pvt. Ltd.______________________________________________________________

12) What you are suggest for improve marketing strategies of Ankur Seeds Pvt. Ltd.?

Suggestions for questionnaire

1. Please make appropriate spelling corrections

+Farmers Que:-1) Farmer’s Name_________________________________________________2) Address_______________________________________________________3) Ph. No.________________________________________________________4) Education_____________________________________________________5) Land Holding___________________________________________________6)7) Did you use Ankur Seeds?

ᴑ Yes ᴑ NoIf yes then why………………If no then which other company & why ? ……………….2. Since how long you are using Ankur Seeds?8. please include the question for seed usage per acre & hectore?9 how much seed you buy?

10. . Which are the varieties you have been growing over the years?

2006-07 2007-08 2008-09 2009-10

11. . Which is the high yielding variety?

12. . From where do you procure seeds?

8) If No, Why you are not use Ankur Seeds?_____________________________________________________________

9) Which other company seeds you mostly prefer?

_____________________________________________________________10) Why you use other company seeds?

_____________________________________________________________11) If Yes, Why you are use Ankur Seeds?

11. What factors you consider while buying for Seeds?Mention factors & 1. company name/ reputation2. Quality3. Price4. Variety5. Past experience for that brand6. Brand name7. Any recommendation by expert Promotion related questions?1. How do you come to know about Ankur seeds?

12) From where you get information about the seeds?ᴑ T.V. ᴑ Radio ᴑ Newspaper ᴑ Farmers ᴑ Stalls ᴑ Pamphlet ᴑ Other

12. Does any scheme influence your decision?13. Does advertisement affect your buying decision?14. If yes then which media? TV Radio, News paper, Hoardings, Poster or another?15. Whose advice you consider for buying seeds?1) Self only2. Fellow farmer 3. Friends 4. Agro centre 5. Any extension worker 6. If any other then pleases mention.

Satisfaction level of farmers

Attributes Very good Good Ok Poor very PoorAdvertisementsPriceQualityPackingPest & Disease resistanceyield(select the attributes as per your requirement & )

Please rate

13) Satisfaction level of Farmer toward Ankur Marketing strategies?ᴑ Very High ᴑ High ᴑ Moderate ᴑ Low ᴑ Very Low ᴑ No

14) Influence of Ankur Marketing Strategies on farmer for purchase of seeds?ᴑ Very High ᴑ High ᴑ Moderate ᴑ Low ᴑ Very Low ᴑ No

15) What rank you give to the BT- Cotton of Ankur Seeds Pvt. Ltd. As compaire to other companies?

Parameaters Rank

Price

Production

Promotion

Pest and disease resistance

Other

16) What type of difficulties you face for getting the the BT- Cotton of Ankur Seeds Pvt. Ltd.?_____________________________________________________________

17) What you are suggest for improve the marketing strategies?

_____________________________________________________________