Journal of Case Research Volume II Issue 01
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Why Are We Not Numero Uno?
Niraj Kumar, Sanjeev Kapoor and Jayalakshmi1
Syngenta, a world’s leading agribusiness company, is committed to sustainable agriculture
through innovative research and technology. Its goal is to be the leading global provider of
innovative solutions and brands to growers of food and feed chain. The company is a leader in
crop protection chemicals and ranks third in world in high-value commercial seeds market.
Insecticides, herbicides and fungicides are three important product lines of the company crop
protection portfolio.
In India too this company has been one of the major players in agri-chemical market. In recent
years, however, the company has experienced a declining trend in the sale of fungicide
segment of its crop protection chemicals (Exhibit-1). The situation was grim in the north eastern
region, especially in Bihar, with the company’s popular brand Ridomil slowly losing its
dominance in the market (Exhibit 2). The company management was not happy with the
situation. The Vice President, Marketing, Mr. S. Rajaram, has been wondering that Syngenta has
the best quality product in the category, it has good brand value, it is in the market for quite
some time, it has presence in almost all parts of the state, and it is only company with vast
international experience, still it is not the number one as far as the sale figures are concerned.
He was surprised with the current results and did not know the answer of company country
head’s question “Why are we not numero uno in Bihar Market” , which his boss had asked him
during the recently concluded meeting? to be. He decided to hire a professional to collect the
necessary information on the possible reasons for declining sale of the company’s product, and
also to do the competitors’ analysis in the fungicide market of Bihar. The company was hoping
to get some concrete result out of the market research based on which some strategic
decisions to improve sale of the product in the market can be made.
1 Niraj Kumar, Ph.D., Associate Professor, Xavier Institute of Management, Bhubaneswar.
Email: [email protected]
Sanjeev Kapoor, Ph.D., Associate Professor, Indian Institute of Management, Lucknow.
Email: [email protected]
Jayalakshmi, Management Trainee, Tata Chemicals Ltd.
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To discuss the market research report, Rajaram, invited a meeting of all the regional marketing
managers at the Delhi headquarter. Govind Raju, a management graduate from a premier
management Institute who was hired to study the market, was given the responsibility to
present the salient points emanating from the report. His immediate tasks were:
To identify the prominent reasons for declining sale of Ridomil in Bihar,
Analyzing the competitor’s strategy for fungicide market in the Bihar,
Rajaram expected that, based on the findings of the study, the team will be able to understand
reasons for losing grounds in the state and consequently will be able to develop appropriate
marketing strategies for the state in order to increase its sale of Ridomil. Salient finding which
emerged from the findings of the study of Govind Raju were as follows:
The Product
Ridomil is a leading fungicide with systemic and contact action giving outstanding control of
damping off, foot and stem rots, downey mildew, and late blight diseases of many cereal and
horticultural crops. The product is used as metalxyl product. The farmers in Bihar mainly use
Ridomil on potato to control the disease of late blight. However, it is also used by farmers on
other vegetables of family solanaceae (tobacco, tomato, brinjal) and crucifarea family (cabbage,
Ladies finger etc.,).
The Crop
Potato (Solanum tuberosum) is one of the most important vegetables grown in Bihar. The crop
is sown during the months of October – November and is harvested during Februrary – March.
India ranks 4th in area under cultivation and 3rd in potato production in the world. However, the
production of potato in the country has remained almost stagnant around 25 million tons since
year 2000. During the year, 2004 – 05, Bihar ranked 3rd, both in area under cultivation (11%)
and also in total production (6%) of the potato in India. The average production of potato in
Bihar is above 77 quintals (100 kilogram) per hectare (10000 square meters), where as national
average is above 179 quintals per hectare( ha, hereafter) during the year 2004 – 2005. Gujarat
has maximum productivity in the country with average yield of 277 quintals per ha. Out of total
Journal of Case Research Volume II Issue 01
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56,38,000 ha., net sown area of the state about 1,40,000 ha was under cultivation of potato.
Although, there are many types of disease of which the crop can get affected but the main
disease which troubles the farmers in Bihar is ‘late blight of potato’.
The Disease
Late blight of Potato (causal organism Phytopthora Infestens) affects all plant parts, viz., leaves,
stems, and tubers. Tubers carrying the pathogen are the real carriers and serve as the source of
the disease in the subsequent season. The ideal condition for late blight infection is moist
weather and low temperature. Infected seed tubers grow into healthy plants but under
favourable conditions (temp.-10-12 degree Celsius and relative humidity- > 80%) the pathogens
infect stem and lower leaves. Under favourable conditions pathogens can infect entire crop
within the span of two-three days. The disease reduces yields both quantitatively and
qualitatively. In case of severe infection disease destroys the entire crop, leaving farmer with
only crop debris.
Chemicals Recommended for Controlling Disease
Beside cultural practices the chemicals recommended to control the disease are Mancozeb and
Metalxyl product.
Mancozeb- It is applied through foliar application to check the occurrence of the disease. It is
also used as seed treatment. Major crops treated by this chemical are apple, potatoes, and
tomatoes.
Metalxyl- It control diseases caused by air and soil-borne Peronosporales on a wide range of
temperate, Subtropical, and tropical crops. Foliar sprays with mixtures of metalxyl and
protectant fungicides are recommended to control air-borne diseases caused by Phytophthora
on potatoes and tomatoes, Peronospora tabacina on tobacco, Plasmopara viticola on vines, and
downy mildews of vegetables. Some of the metalxyl chemicals being sold in Bihar market are
Ridomil (Syngenta), Marvick (Krishak Mitra), Tata Master (Tata Rallies), Matco (Indofil).
Protective sprays with a contact fungicide, viz., Mancozeb is recommended before appearance
of the disease. The first spray is recommended after 15 days of germination. Sometimes
Journal of Case Research Volume II Issue 01
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farmers take extra precaution and use it as seed treatment. In such case the second spray
should be given after 20-25 days. Subsequent sprays, if necessary, should be repeated at eight
to ten days interval. Generally, three to four sprays are advised. First three sprays by Mancozeb,
and the last spray, i.e., the fourth spray, which is normally done in last week December or first
week of January (the chances of crop being infected by the late blight fungus is high during this
time), is by Metalxyl.
Market Analysis
A thorough study of nine major markets, which accounted for more than 80% sale of the
metalxyl and mencozeb products in Bihar, was carried out. It was found that the fungicide
market in Bihar in general, and the metalxyl market in particular, is too much dependent on
climatic conditions. The farmers purchase the products only when the disease strikes and
occurrence of disease is again dependent on weather. In 2005, the weather was cool and dry
during the month of January. There was no significant attack of late blight resulting in poor sale
of metalxyl product which is mostly used as curative and not as preventive.
The market is oligopoly with the major share of the market lying with only few players like
Krishak Mitra, Syngenta, Tata Rallies, and Indofil. These players have good bargaining power
because of the good demand of their products amongst farmers. Ridomil has got high brand
awareness and is the most sought product during severe infection and unfavourable climatic
condition. However the presence of other players with their different lucrative packages and
schemes has increased the bargaining power of channel intermediaries a lot. The Indian
companies like Krishak Mitra, UPL, give hefty margins on their respective products and also
keep the price low to promote their products and intermediaries prefer to keep products of
these companies. However, good demand of Ridomil from quality seeking farmers and strong
brand image of Syngenta prop up an inherent desire among the dealers to get associated with
any of its brand. The excellent product quality further gives a strong push to this desire.
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Marketing Strategy
Ridomil is a premium product and its price is one of the highest in metalxyl market. It comes in
three different pack sizes of 100gm, 500gm, and 1kg pack. Though it is a general belief among
the front line sales officers that it is the price which is hampering the sale of Ridomil but the top
management is not ready to reduce the price.
The promotional pamphlets project Ridomil as the only cure for the disease. The general
recommendation is of three sprays at the intervals of 15 days. The dose recommended for an
acre is 250 gm. The pamphlets also recommend that the chemical is effective at all temperature
and does not reduce the size of the potato. The yield is improved and tuber size is uniform.
There is also no side effect of chemicals, i.e., there is no burning of leaf and reduction of tuber
size.
Since potato is grown as a rabi crop in Bihar, the sowing season starts from October end, so
does the campaigning and promotional activities for Ridomil by the company. Aggressive
campaigning and field demonstrations are done by the company. Pamphlets featuring the
qualities of product and instructions on how to use the product (time and interval of
application, doses, etc) are distributed. But due to poor quality of roads and high expenditure
only one territory (one market) is chosen per year. The marketing officer and the campaign
manager along with the regional sales manager decide about the area to be targeted for
promotion.
In year 2005, the intensive promotional activities and campaigning was done in Muzzaffarpur
area (refer Exhibit 3 for the volume of metaxyl products sold in muzaffarpur the some major
districts). One of the reasons, as suggested by the sales manager of the company, for choosing
the place for campaigning was to give challenge to Krishak Mitra, a competitor company, on its
home turf. A week long camp as the part of the campaign was organised. The regional sales
manager, sales managers from nearby state (West Bengal), marketing manager, and scientists
from local agricultural university (Rajendra Agriculture University, Pusa) were invited to
participate in the camp. Local sarpanch, village leaders, and innovative farmers were also
invited for the camp. Few villages were identified and farms of volunteers were selected for
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giving demonstration. Jeep campaigning and distribution of pamphlets were carried out in the
entire area, particularly in the interior areas. The pamphlets containing the details of the
demonstration programme (dates, venues, host farmer’s name, name of the company
representatives along with their designation and scientist’s name) and product’s features were
distributed in advance. Field demonstrations were done under the supervision of agriculture
scientists and company’s own research team. Efforts were made to address farmer’s queries.
However, sales staffs were of the opinion that it is not enough to promote the product during
the start of crop season (Oct-Nov) and that too in one particular region. The promotional
activities should be carried out evenly throughout the cropping season. He agrees that with the
limited budget for promotional activities it is very difficult to address the entire Bihar Market
but media like wall paintings, ads through radio can be used as done by the rival company Krishi
Rasayan.
There are all together seven sales officers to look for the sales of the crop protection chemicals
of the company in Bihar. Syngenta has its Distributor in 12 major districts (as far as potato
cultivation is concerned) of state namely, Patna, Biharsharif, Gaya, Hazipur, Bhagalpur,
Sasaram, Chapra, Muzzaffapur, Samastipur, Purnea, Katihar, and Begusarai. The geographical
area under each sale officer’s jurisdiction is quite large. For example, there is one sales officer
to look over the sale in entire Koshi region (comprising three well spread districts namely
Purnea, Katihar, and Begusarai, refer Exhibit 5). These sales officers are on company’s pay roll.
They are monitored by two territories cum sales executives who are accountable to the
regional sales manager.
Views of Channel Members
Distributors
The distributors find Ridomil a good proposition to display on the front shelf because of its
popularity among the farmers, and because of high value attached (by the farmers) to
Syngenta’s other products (seeds and other crop protection chemicals). However they are
aggrieved by the strict pricing policy of the company. The company prefers to sell the product
Journal of Case Research Volume II Issue 01
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on cash only. Dealers feel that the booking should not be on 100% cash basis. One of the
distributors argued- “I have to sell the product to retailer on credit, and if I have to pay cash to
get the product - from where will I manage the money to buy huge volumes from the
company?”
The company, in addition to cash discount, gives incentives for early or advance purchase. The
dealers who purchase later are not able to harness desired profit. They feel that such practice
sometimes causes price fluctuations also in the market. Further, there is delay in account
settlement. Distributors sometimes are not able to calculate how much net profit they have
actually made. However with the introduction of SAP, the company is trying to resolve such
issues. The booking for the product stops by December while the actual sale starts from January
onwards. Most of the distributors feel that the booking period should be open till mid January.
There is also a high incidence of price cutting.
The Price Cutting
Mr. Sanjay Agarwal is the owner of Fertilizer Centre, Katihar. He is authorized dealer of Krishi
Rasayan and distributes Krilxyl in the entire Koshi region. He spoils the selling price in the
market. He sells limited stock of competitor’s product at much lesser price than the existing
minimum offering price (M.O.P) thereby drawing the customer to his counter and forcing other
to reduce the price and when the stocks get finished he sell his own product .Thus along with
the branded product he is able to push the non-branded product in the market.
Retailers
Retailers were found the most dissatisfied channel member. There is almost negligible push for
the product from the retailers. They generally have credit transaction with the farmers but have
to buy Ridomil in most of the cases on cash. Syngenta does not offer any sales incentives, as
offered by competitors, and they realize low or almost no net profit due heavy price fluctuation
and price cutting. Also about 70% of their revenues come from selling product to further
smaller retailers; however, during season time the company took direct orders from these
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smaller retailers and hence reduces their customer base. This discourages retailers as they are
not able to harness enough or any profit (refer Exhibit 8).
However, this was not always true as they were, most of the time, able to extract a few bucks
extra from the farmers. The small retailers present in the interior the village even charged more
than the M.O.P (refer Exhibit 4).
The company believes in providing quality services to the end customer (farmers), hence it does
not believe in giving offers as given by the competitors to increase the sale. Also the company
does not believe in selling its product on credit. Every purchase is made on cash and there is no
system of giving product on credit. Differential rate of cash incentives is given by the company
beside the usual cash discount for earlier purchase. For example, the distributor who makes a
booking in the month of September gets 4% cash discount along with the usual 4.5% cash
discount while the distributor who makes a booking in the month of Octobers get 2 - 3% cash
discount along with the normal cash discount. This differential cash discount is given to reduce
the stock level and also to enhance early sale. The booking periods starts from September and
ends on December. The CNFA (Consignment Forwarding Agent) on behalf of the company is
responsible for stocking the product and providing all logistic support. The channel design is
simple. The product flows from-
The company is responsible for the flow of product up to distributor (primary sale). Its gives 2-
3% margin to the distributor and a cash credit period of 15 days (i.e. the distributor has to pay
its due within 15 days or he will have to let go off with cash discount @ 0.5 % for every 15 days
delay up to 2 months after that he will not be given any benefit of the discount )
Territory Manager
According to the territory manager, North Bihar, earlier (prior to year 2004-05) the company
had the system of Consignment Distribution in Bihar. Consignment Distributor was the single
distributor of all the Syngenta’s products. It would procure materials from the company and
CNFA Distributor Big Retailer Small Retailer Farmer
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would distribute it to the local dealers. The consignment distributor would not only sell the
product in Bihar but he also distributed it to part of neighboring state, Uttar Pradesh (UP).
Eastern UP had no independent distributor. As for the recent decline in sale, the Manager feels
that climatic condition greatly influenced the sale of the product. He also attributed other
reasons like, wide spread market and poor transportation, not well developed communication
system, and unavailability of the product in time. A variety shift was also observed in potato.
Farmers have started using ‘kufri jyoti’ and ‘pokhraj’ as seeding material which is said to be late
blight resistant.
The manager strongly negated the growing belief among the farmers that the quality of Ridomil
has deteriorated. He was of opinion that most of the time the farmers do not use the right dose
(Recommended- 500gm/acre, minimum required for some effect- 250gm/acre, but actually
used-100gm/acre) and hence they do not get the expected result. Also in some market
presence of spurious product was heard of.
Competitors
There are selected players in Market and each player has considerable influence. The biggest
market player in the metalxyl market is Marvick of Krishak Mitra. Its manufacturing unit is Bihar
(in Muzaffarpur). This gives Krishak Mitra an edge over other companies and Marvick remains
available all the time at every outlet. It is also available in all pack sizes starting from 10gm pack
to 1 kg pack which caters the need of different categories of farmers. Krishak Mitra is also very
aggressive in promotion. It uses campaigning, demonstration, field visits by company workers,
advertisement through banners, pole paintings, radio, etc. Also, it offers schemes and benefit
to retailers and farmers. In the year 2006, 100 gm pack of Marvick carried a sticker worth `25/=
as an offer.
The number of staff employed by Krishak Mitra is more than that by Syngenta. There are four
two five sales officer working in a single territory. Krishak Mitra offers a cash discount of 4%
during season, and of 8% during September to January, they also gives quantity discount which
is hidden i.e. not known. They give a margin of 6-8% to distributor irrespective of cash or credit
purchasing. The cash- credit period is 90- 120 days. Tata Master of Tata Rallies and Matco of
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Indofil, which are also quality leader are behind Ridomil (refer Exhibit 7). Number of Indian
products (Excel- Fungicel, UPL- Unilax, Tropical- Tagmil, etc.) has entered in the metalxyl market
in last two years. These products have the same chemical composition (64% mancozeb+ 8%
metalxyl). These are available at cheaper rate, give huge margin to retailers and have strong
promotional back up. Mancozeb product like Indofil M-45 and Dithane M-45 has got a huge
demand and sale in Bihar market. The product is used in the earlier stage of blight infection in
potato.
Farmers
Syngenta believes in the saying “Farmers are the ultimate customer and the prosperity of any
company lies in satisfying its end users”. Ridomil is considered as one of the best quality
products and is found to be the only solution in the case of severe attack of late blight on
potato. It comes in three different type of pack size only, i.e. 100gm, 500gm and 1kg pack while
Marvick the market leader comes in different pack size ranging from 10gm to 1 kg pack. Thus
Ridomil does not cater to the need of small farmers having land size less than an acre in spite of
having good demand among them (refer Exhibit 6). Also, there is no incentives or offers for
farmers as given by Krishak Mitra (25 ml sticker), Indofil (` 5/= Lux Soap). These offers many a
time lure farmers to purchase the given product.
Farmers drawn by offers
Indofil this year introduced a gift of five rupees lux soap with its metalxyl product ‘Matco’. The
offer increased the sale of Matco (250 kg was sale in 2005-06 as against 100 kg sale last year) in
Biharsharif market. The farmers too preferred to purchase Matco when they were given the
option to choose one product among metco, Ridomil, and Marvick which are the top in mind
product.
For farmers there is no uniform price of the product; for example, 100 gm pack size is available
in market at varied price range (` 90/= to ` 115/=). Such large variations in price make farmers
confused and they feel they are being cheated.
Journal of Case Research Volume II Issue 01
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Farmers give three to four sprays of chemicals on potato. The first two sprays are of mancozeb
as there is a common belief among the farmer that spraying of metalxyl product earlier would
reduce the yield. Metalxyl is sprayed only as a 3rd and 4th spray. Some farmers are of opinion
that though Ridomil works under severe infection, it reduces potato size.
Although Ridomil is number one in terms of quality perception, but it stands second in term of
sales.
After listening Govind Raju, Mr. Rajaram appeared lost. On one had he was happy to note that
farmers consider Redomil best in category, on the other hand he found his company is not
numero uno in market. Worries of Rajaram and his team were compounded when they realized
that sale- figures were indicating southward movement, and competitors were closing up from
all sides. Problems appeared multi-faceted and solutions did not appear simple and single
directional. Will you please help Mr. Rajaram and his team to be numero uno in Bihar market?
*****
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Case Review Questions:
1. From where should Rajaram start - Farmers (ultimate customers) or his channel partners
? Why ?
2. Syngenta believed that “Prosperity of any company lies in satisfying its end users”. Is its
marketing strategy in tandem with its believe? Substantiate your answer from the case.
3. Why is Syngenta not able to counter competitors’ marketing strategies? Is it because of
Syngenta’s poor strategies or because of competitors’ better and smart strategies?
(enlist and analyse each specific strategy)
4. Channel players are not pushing Ridomil ? And, Syngenta is not able to create effective
pull in spite of its better product quality and well established brand value? Why are so
and what should Syngenta do to become numero uno choice of channel players too?
5. Syngenta follows very focused and concentrated promotional strategy? Given the
market size, nature of product, nature of demand, and customers characteristics do you
feel the promotional strategy was appropriate? Give the reasons and ways to further
strengthen it?
6. Looking in to the size of the market, nature of product, and nature of demand will it be
right for the company to increase the manpower in its sales-force?
7. Based on the case what important characteristics of oligopoly market are you able to
delineate? What a company like Syngenta should do to maintain the leadership position
in such market?
Journal of Case Research Volume II Issue 01
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Exhibit 01 - Crop Protection Product Lines & Sales of Syngenta (in Rupees)
2001 Sales (364 Crores) 2000 Sales (347 Crores)
Exhibit 02 – Ridomil Sales in Bihar
2.10%
57.20
%
13.60
%
28.20
%
0.90%
53.60
%
14.80
%
30.70
%
Fungicides
Herbicides
Seed
Treatment
Insecticides
Fungicides
Insecticides
Herbicides
Seed
Treatment
0
5
10
15
20
25
30
2003-04 2004-05 2005-06
year
volume
mt
Journal of Case Research Volume II Issue 01
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Exhibit 03 – Sales of Metalxyl Product During 2005-2006
Sales of Metalxyl product (2005-06) for potato in Purnea and Katihar
Product Packet size available Volume sold
Packet size in demand
Buyers price(100gm)
Marvick 10gm,25gm, 50gm,100gm,500gm,1kg
4-5 tonne
100gm, 50gm, 25gm
` 80- 90
Matco 100gm, 500gm, 1kg 1 tonne 100gm ` 95- 100
Ridomil 100gm, 500gm, 1kg ~ 400kg 100gm ` 90-120
Master 100gm, 500gm, 1kg ~ 300kg 100gm ` 100
Others 10gm,25gm, 50gm,100gm,500gm,1kg
~500- 600kg
100gm, 50gm, 25gm
` 75-85
Sales of Metalxyl product in Samastipur in 2005-06 for potato crop
Product Packet size available Volume sold Packet size in demand
Buyers price(100gm)
Marvick 10gm, 25gm, 50gm, 100gm, 500gm, 1kg
4 tonne 100gm, 50 gm
` 90-100
Ridomil 100gm,500gm,1kg 2 tonne 100 gm ` 100- 115
Master 100gm,500gm,1kg 500kg- 1 tonne 100 gm ` 100-105
Sanchar 100gm,500gm,1kg 500 kg 100 gm ` 100
Others 10gm, 25gm, 50gm, 100gm, 500gm, 1kg
2 tonne 100 gm, 50 gm, 25 gm
` 80-100
Sales of Metalxyl product in Muzaffarpur in 2005-06 for potato crop
Product Packet size available Volume sold
Packet size in demand
Buyers price(100gm)
Marvick 10gm, 25gm, 50gm,100gm,500gm,1kg
3 tonne
100 gm ` 90-100
Ridomil 100gm,500gm,1kg 2 tonne 100 gm ` 100- 115
others 10gm, 25gm, 50gm,100gm,500gm,1kg
1 tonne
100 gm ` 80-100
Journal of Case Research Volume II Issue 01
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Sales of Metalxyl product in Biharsharif and Patna in 2005-06 for potato crop
Product Packet size available Volume sold
Packet size in demand
Buyers price(100gm)
Ridomil 100gm, 500 gm,1kg 1.5 tonne 100 gm ` 100- 115
Matco 100gm, 500 gm,1kg 250 kg 100 gm ` 100
Marvick 10gm, 25 gm,50 gm,100gm, 500 gm,1kg
~ 200 kg 100 gm ` 85-95
Others 10gm, 25 gm,50 gm 100gm, 500 gm,1kg
~ 750 kg 100 gm ` 80-100
Sales of Metalxyl product in Hazipur in 2005-06 for potato crop
Product Packet size available Volume sold
Packet size in demand
Buyers price(100gm)
Marvick 10gm, 25 gm,50 gm,100gm, 500 gm,1kg
1.5 tonne 25 gm,50 gm,100gm
` 90-100
Hymil 10gm, 25 gm,50 gm,100gm, 500 gm,1kg
1 tonne 25 gm,50 gm,100gm
` 80-90
Ridomil 100gm, 500 gm,1kg ~ 350 kg 100 gm ` 100-120
Sales of Metalxyl product in Chapra in 2005-06 for potato crop
Product Packet size available Volume sold
Packet size in demand
Buyers price(100gm)
Marvick 10gm, 25 gm,50 gm,100gm, 500 gm,1kg
1.5 tonne 25 gm,50 gm,100gm
` 90-100
Ridomil 100gm, 500 gm,1kg 1 tonne 100 gm ` 100-115
Hymil 10gm, 25 gm,50 gm,100gm, 500 gm,1kg
1 tonne 25 gm,50 gm,100gm
` 80-90
(Others metalxyl chemicals include Hitalxyl, Hymil, Tagmil, Shrilxyl, etc)
Journal of Case Research Volume II Issue 01
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Exhibit 04 - Details of MRPs and MOPs of Various Pack Sizes of Different Products
Company
Name
Syngenta Krishak Mitra Tata Rallies Indofil
Product Ridomil Marvick Tata Master Matco others
Pack size M.R.P
M.O.P
M.R.P
M.O.P
M.R.P
M.O.P
M.R.P
M.O.P
M.R.P
M.O.P
10 gm - - 15 11 - - - - 20 11
25 gm - - 35 27 - - - - 45 25
100 gm 145 110 145 90 140 100 140 100 170 85
500 gm 750 525 800 450 700 495 700 470 850 400
1 kg 1350 1025 1250 850 1250 900 1200 900 1400 750
Note- Mancozeb – ` 175/kg, recommended dose of mencozeb per acre is 1 kg.
Journal of Case Research Volume II Issue 01
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Exhibit 05 - District wise break up of area and production of potato in Bihar
(2000-01)
Sl. No.
Districts Net area
sown (000 ha) Area under
potato(000 ha) Production (000
MT)
1 Purnea 197 12 95
2 Samastipur 183 12 139
3 Katihar 147 7 44
4 Muzaffarpur 208 6 87
5 Vaishali (Hajipur) 121 6 43
6 Patna 216 6 74
7 Saran (Chapra) 194 5 36
8 Nalanda (Biharsharif) 180 4 46
Names under bracket are district hqrs.
Source- Bihar Govt. Web site <www.bihar.nic.in>
Exhibit 06 - Farmers’ Holding Distribution by size class
Sl. No. Categories Land Holding (ha) % holdings
1 Marginal
< .02 .29
.02 - .50 15.37
.50 – 1.0 17.77
2 Small 1.0 – 2.0 18.19
3 Semi Medium 2.0 – 3.00 13.94
3.00 – 4.00 10.03
4 Medium 4.00 – 5.00 7.32
5.00 – 7.50 6.72
7.50 – 10.00 4.41
5 Large 10.00 – 20.00 4.12
> 20.00 1.83
Source: Agriculture Census, 1991.
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Exhibit 07 - Comparative Analysis of Market Turnover of Fungicide 2005 - 06
Volume Sale of Mataxyl Chemicals in Year 2004-05 and 2005-06
Ridomi
l
Marvik
k
120 82.65
27 40 45
450
0
50
100
150
200
250
300
350
400
450
500
Marvick Ridomil Master Matco Others Mancozeb
lakhs
0
5
10
15
20
25
Marvick X_Kill Master Matco Others
product
volume (mt)
● 2004- 05
● 2005 - 06
Journal of Case Research Volume II Issue 01
Page | 41
Exhibit 08 - Usual Sale-price (as informed by retailers) (100 gms)
*****
Company
Distributors (`102)
Retailers (`102-105)
Small Retailers (`102-105)
Farmers (`105-120)