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Exploring the Business Opportunity and Market Potential of Agro Bio product in Kota and Baran District of Rajasthan for Ambika Biotech
A project conducted at Kota & Baran district (Rajasthan) UNDER AMBIKA BIOTECH
SUBMITTED BY
Center for Agri Business Management RAJSTHAN COLLEGE OF AGRICULTURE MAHARANA PRATAP UNIVERCITY OF AGRICULTURE & TECHNOLOGY UDAIPUR (RAJ.)
Centre for Agri Business Management 1
DECLARATION
This is to declare that, we Manoj Sonkaria & Ramresh Meena, students of Master of Business Administration (Agri-Business) (2010-12), CABM, RCA, MPUAT, UDAIPUR, has given original data and information to the best of our knowledge in the project report titled Exploring the Business Opportunity and Market Potential of Agro Bio product in Kota and Baran District of Rajasthan for Ambika Biotech and that no part of this information has been used for any other assignments but for the partial fulfillment of the requirement towards the completion of the said course.
ACKNOWLEDGEMEN T
We are greatly indebted to Ambika Biotech for giving the opportunity of having a real time experience of working with a highly professional corporate organization. We would like to express our heartfelt thanks to Ambika Biotech management specially Mr. Saurabh Singh Tomar (CEO) for accepting our request and giving this chance. We are very grateful to Mr. Saurabh Singh Tomar (Project Guide) for his constant support and encouragement throughout the span of the project. The confidence he instilled in me paved the way for proceeding with the survey. We thanks are also due to Dr. D.C. Pant, Nodal Officer, CABM, RCA, UDAIPUR and the staff of CABM Cell for this assignment and the called for help during the course of the assignment. We would also like to express our gratitude to all the respondents whose inputs are an important part of the venture.
We are very grateful to Mrs. Ranjana Audichaya (Faculty guide), Mrs. Arti Arha and Ms. Tarannum Hussain, CABM, Rajasthan College of Agriculture, MPUAT, Udaipur for providing necessary help during the course of project. A special word of thanks to my parents, sister and friends whose backing saw me through this task.
INDEX
Chapter No. 1 2 3 4 5 6 7 8
Topics
Page No
Rationale of the Survey Executive summary Company profile. Research Methodology. Finding: Data Presentation and Analysis. Suggestion & Conclusion. Annexure. References. Questionnaire.
As the intensity of competition in the market continues to rise, the need for evaluating brand performance vis--vis competitors brand is becoming top priority. Keeping an eye on the threats for the current brands and opportunities for newer brands has become inevitable for the companies. A brand's value is a function of dealers and farmers perception, their attitude towards it and the economic value or price that they attach to the brand become very crucial. The report gives a descriptive picture regarding the aforesaid parameters and tries to capture the opportunities lying for a new molecule in CFCLs water soluble fertilizers portfolio. It develops a comprehensive marketing strategy including brand development, effective sales promotion strategy. This report also gives a vivid business opportunities & sales promotion strategy to the company exclusively for its water soluble fertilizers business. In the wake of intense competition in the market, the need of evaluating performance at each stage of marketing is becoming a top priority. With so many MNCs and Indian companies vying for a major share in the countrys biggest fertilizer market, a study evaluating the progressive growth of the top water soluble fertilizers brand is inevitable. With so many companies vying for this share of mind, it becomes imperative for any company to devise new strategies and work hard for its proper implementation along with an eye on the strategies of the competitors.
Chapter - 2
EXECUTIVE SUMMARY
PROJECT TITLE - Exploring the Business Opportunity and Market Potential of Agro Bio product in Kota and Baran District of Rajasthan for Ambika Biotech ORGANIZATION Ambika Biotech REPORTING OFFICER: Mr. Saurabh Singh Tomar FACULTY GUIDE - Mrs. Ranjana Audichaya & Dr. G.L. Meena NAME OF THE STUDENT- Mr. Manoj Sonkaria & Ramresh Meena
PROJECT IN BRIEF- This project is based on market potential of biofertilizers and other fertilizers. Biofertilizers are mostly used in legume crops viz., soybean, gram, groundnut, pea etc. To provide better quality biofertilizers Ambika Biotech brings new product of biofertilizers. To serve the farming community in a better way and to know the market potential and promotional tools for biofertilizers Ambika Biotech conducted this project.
OBJECTIVES:
1) To access the current market potential. 2) To find out top brands and their market share. 3) To find out business opportunity in Soyabean, Wheat and Rice crops.
RESEARCH METHODOLOGY Research design : Exploratory research Area of Study: Kota & Baran of Rajasthan
Sources for data collection : Primary and Secondary data Tools for Data Collection: Interview schedule containing both open ended and closed ended questions. Population: All dealers of two districts of Rajasthan Sample Size and Chapter: 175 dealers from two districts of Rajasthan
Sampling Technique: Snowball sampling and Judgemental sampling (Non probability sampling) Sampling Procedure : Multistage sampling Duration of the Project: 17th May to 10th July.
FINDINGS:
1) The total market production of biofertilizers is 24455 tonnes in India and In 2008-09. 2) Tamil Nadu produced 3733 tonnes of bio-fertilizers followed by Karnataka at 3696 tonnes. 3) The other major producers of bio-fertilizers are Kerala (1937 tonnes), Maharashtra (1861 tonnes) and Madhya Pradesh (1588 tonnes).
Recommendations: 1. Ambika Biotech should include farmers also for market research. 2. Company should communicate about the benefits of bio products to farmer as well as dealers before launching its product through a mixed promotional activities in both the districts. 3. Company should concentrate specially on Pulses, Rice, Wheat and Soybean. 4. Among the four segment company should concentrate specially bio fertilizer and bio plant growth regulator.
LIMITATIONS: Limitations of the study: This study being a student project has some limitations as follows: 1. Limited time factor and judgmental sampling of villages and respondents. 2. A small amount of bias on part of researcher may also exist. 3. Language barrier at some places between respondents and researcher, though taken care well by the companys field staff. 4. Availability of Vehicles is also a limitation, faced by me during my project.
Objectives of the study: 1. To access the current market potential 2. To find out top brands and their market share. 3. To find out business opportunity in Soyabean, Wheat and Rice crops.
Ambika Biotech is an ISO 9001:2008 certified company and this company follow the Six Sigma Technique in manufacturing process for delivered the higher quality of the product.
Innovation & Excellence:We use innovative technology to manufacture high quality BioFungicides (Trichoderma Viride), BioFertilizers (Rhizobium, Azotobacter and Phosphate Solubilizing Bacteria), Neem Pesticides, Plant Growth Promoters, and Vermicompost & Organic Manures. Ambika Biotech has been established with an objective to provide Organic Farming inputs to the farmers, and to make the earth a better place to live. The leadership team comprises of an Ex-Deputy Director of Agriculture, having 40 years of experience in scientific agriculture; a Biotech scientist, and a management professional having experience of 11 years in various multinational companies. Research & Development:Our Research and Development Chapter possesses paramount importance in our organization as it allow to make our products as per the international standard. It is engaged in carrying various research activities to find innovative and new production techniques. It comprises Biotechnology scientists that industriously work for the betterment of our organization. They are experienced
Centre for Agri Business Management 9
and possess higher degrees like M.Sc. (Biochemistry) and M.Phil.(Biotech) from reputed institutions like JNU Delhi and GB Pant University of Agriculture & Technology, Pantnagar.
Corporate Values:Our corporate values that govern our business conduct are as follows.
Product Profile:-
5.1 Research design: Exploratory research was adopted during the study to explore the Dealers perception and current market potential and business opportunity of biofertilizers in Rajasthan and to find out different promotional strategies adopted by leading companies for their biofertilizers. The research was of survey type and so immense importance was given on the technicalities of sampling, method of constructing questionnaires, interviewing the respondents, editing, coding, and tabulation of data and the statistical techniques to analyze data. 5.2 Area of Study The study was undertaken in Rajasthan, viz. Kota and Baran. In Rajasthan the survey was carried out in wheat belt including two districts mention above. The districts and taluka in that districts covered during survey are as follows:
Table 5.1 Market covered in the survey. S.No. District 1 Kota Taluka Kota Ladpura Piplada Digod Sangod Ramganj Mandi No. Of Dealers 18 13 13 19 13 11
Baran
25 14 04 12 08 10 09 06 175
Total
Secondary Data - The secondary data sources included the web portals, different magazines and journals related with fertilizers, reports /data available with the department or university scientists
b) Tools for Data Collection There were two separate interview schedule viz. dealers & distributors. The questions were both open and close ended in nature. The questions were framed in simple language and care 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.
(Questionnaire is attached for Reference)
5.4 Population
Population includes all the dealers of Kota & Baran district of Rajasthan.
Interviewing:
The dealers and distributors were interviewed to get as best as possible from them to fulfill the objectives for which the research was taken up In case of dealers, great attention was taken to get the correct information by convincing them through initial information discussions.
5.1 To access the current market potential Market potential is the limit approached by market demand as industry marketing expenditures approach infinity for a given marketing environment. In other words, it is the maximum amount of sales that might be available to all the firms in a industry during a given period, under a given level of industry marketing effort and environmental conditions. The estimated maximum total sales revenue of all suppliers of a product in a market during a certain period The total market potential is calculated by multiplying the number of buyers in the market by the quantity purchased by the average buyer, by the price of one Chapter of the product. Total market potential may be stated in Rupees or Chapters. A common way to estimate market potential of water biofertilizer in price terms is as under:
Crops
Kota (ha)
Baran (ha)
Total (ha)
Dose
5.2
Coromandal 22%
From the above chart it was inferred that BASF is the market leader for Soyabean fungicides and having 26 per cent in total fungicide market followed by COROMANDAL having 22 per cent share and stand with second place.
Shriram 14%
From the above chart it was inferred that CFCL is the market leader for Soyabean herbicide and having 33 per cent in total herbicide market followed by Crystal having 22 per cent share and stand with second place. Centre for Agri Business Management 18
From the above chart it was inferred that CFCL is the market leader for Soyabean pesticide and having 49 per cent in total pesticide market followed by SHRIRAM having 28 per cent share and stand with second place.
From the above chart it was inferred that BASF is the market leader for Soyabean growth regulator and having 25 per cent in total growth regulator market followed by DEV AGRO having 21 per cent share and stand with second place.
Coromandal 23%
From the above chart it was inferred that CFCL is the market leader for Wheat fungicide and having 29 per cent in total fungicide market followed by COROMANDAL having 23 per cent share and stand with second place.
From the above chart it was inferred that CFCL is the market leader for Wheat herbicide and having 46 per cent in total herbicide market followed by SHRIRAM having 22 per cent share and stand with second place.
Shivalik 10%
Agrico 27%
From the above chart it was inferred that CFCL is the market leader for Wheat pesticide and having 37 per cent in total pesticide market followed by AGRICO having 27 per cent share and stand with second place.
Excel 29%
From the above chart it was inferred that BASF is the market leader for Wheat growth regulator and having 47 per cent in total pesticide market followed by EXCEL having 29 per cent share and stand with second place.
5.2.3
BASF 23%
From the above chart it was inferred that CFCL is the market leader for Rice fungicide and having 32 per cent in total fungicide market followed by COROMANDAL having 25 per cent share and stand with second place.
JV 19%
PI 42%
From the above chart it was inferred that PI (Pesticide India) is the market leader for Rice herbicide and having 42 per cent in total herbicide market followed by JV having 19 per cent share and stand with second place.
From the above chart it was inferred that CFCL is the market leader for Rice pesticide and having 49 per cent in total pesticide market followed by BAYER having 26 per cent share and stand with second place.
From the above chart it was inferred that DAYAL KIRTI is the market leader for Rice growth regulator and having 34 per cent in total growth regulator market followed by DAYAL FERTILIZER having 30 per cent share and stand with second place.
29% 11%
Others
Wheat
Soyabean Coriander
Conclusion:1. The total market potential of Agro bio product is 475.07 MT in Soya bean, 494.02 MT in Wheat and 25.65 MT in Rice in Kota & Baran districts of Rajasthan. 2. Rice, Wheat and Soyabean are the major consuming crops of bio product. 3. CFCL, BASF, Coromandal, Shri Ram Fertilizers and Dayal Kirti are the top brands of agro-Products.
Recommendations:1. Ambika Biotech should include farmers also for market research. 2. Company should communicate about the benefits of bio products to farmers as well as dealers before launching its product through mixed promotional activities in both the districts. 3. Company should concentrate specially on crops like Pulses, Rice, Wheat and Soya bean. 4. Among the four segment company should concentrate specially bio fertilizers and bio plant growth regulators.
Chapter - 7
ANNEXURE
Chapter - 8
Questionnaire
Major Crops (Table According to Crop) S.No. Crops / Vegetables Stages of Crop/Vegetable Agri Input sold with Technical Name, Brand Name, Company Name & MRP 1 1 Soyabean Seed Treatment Herbicide Insecticide Growth Regulator 2 Wheat Seed Treatment Herbicide Insecticide Growth Regulator 3 Mustard Seed Treatment Herbicide Insecticide Growth Regulator 2 3 4
Rice
Garlic
[Manoj Sonkaria]
[Ramresh Meena]