Vijay Kumar-05103-Market Potential of Micro Nutrients

Karnataka Agro Chemicals
Multiplex Fertilizers Pvt. Ltd
Karnataka Agro Chemicals Multiplex Fertilizers Pvt. Ltd
THE MARKET POTENTIAL FOR MICRONUTRIENTS AND MARKET SIZE AND SHARE PROJECT REPORT SUBMITTED TO BANGALORE UNIVERSITY TOWARDS THE PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE AWARD OF MBA DEGREE
Submitted By Vijay Kumar K R (REGD.NO.05XQCM6109) Under the Guidance and supervision Of Prof. KL Ramadas
M.P.BIRLA INSTITUTE OF MANAGEMENT Associate Bharatiya Vidya Bhavan Bangalore-560001 2005-2007
M.P.BIRLA INSTITUTE OF MANAGEMENT
DECLARATION
I Mr. Vijay Kumar KR student of M.P.Birla Institute of Management, Associate Bharatiya Vidya Bhavan, studying 4th semester MBA hereby declare that this project report entitled The market potential for micronutrients and market size and share of Multiplex pvt ltd has been prepared by me during academic year 2006-07 in the partial fulfillment of Master Degree of Business Administration. I also hereby declare that this project report has not been submitted anytime to any other University or Institute for the award of any Degree or Diploma.
Date: Place: Bangalore
Vijay Kumar KR 05XQCM6109
PRINCIPALS CERTIFICATE
This is to certify that this project report entitled The market potential for micronutrients and its market size and share of Multiplex Pvt ltd., has been prepared by Mr. Vijay Kumar KR bearing register number 05QXCM6109 under the guidance and supervision of Prof. K L Ramadas of MP Birla Institute of Management, Bangalore
Place: Bangalore Date:
Dr. N.S. Malavalli

(Principal)
GUIDE CERTIFICATE
This is to certify that this project report entitled The market potential for micronutrients and its market size and share of Multiplex Pvt ltd has done by Mr. Vijay Kumar K R bearing registration No.05XQCM6109 is a bonafied work done carried under my guidance during the academic year 2006-2007 in partial fulfillment of the requirement for the award of MBA degree by Bangalore University. To the best of my knowledge, this report has not formed the basis for the award of degree from any other University.
Place: Bangalore Date:
Prof. K L Ramadas (Internal Guide)
ACKNOWLEDGEMENT
Words are indeed and inadequate to convey my deep sense of gratitude to all those who had made to this report successfully. I wish to acknowledge with profound sense of appreciation to the help and support I received from Prof. K L Ramadas, Guide, M.P.Birla Institute of Management for providing the valuable guidance and suggestions for completing this project report. I express my sincere thanks to Mr. Venkatareddy, Area Sales Manager, Multiplex Pvt Ltd, Bangalore for having provided me the opportunity to do the project and meticulous guidance and suggestions. . I owe a great debt of gratitude to my parents and other members of my family for having helped me achieve my objective. I would be failing in my duty if I do not acknowledge my friends who have helped me in completing this report.
VIJAY KUMAR KR
CONTENTS
CHAPTER CHAPTER 1 CHAPTER 2 TITLE EXECUTIVE SUMMARY INTRODUCTION -Background of the Study -Industry background -Market research- An essential Business tool Problem statement Research objectives PAGE No 8-9 10-15 11 12-13
14 14 14
Need and importance of study 15 CHAPTER 3 RESEARCH METHODOLOGY 16-20 -Research Design Type of research -Sampling Technique -Sample size -Sample description -Research Instruments -Actual Collection of Data 16 16 18 18 18-19 16
-Conclusion -Limitations of the study
20 20
CHAPTER 4
COMPANY & PRODUCT PROFILE DATA ANALYSIS AND INTERPRETATION
21-29
CHAPTER 5
30-41
CHAPTER 6
FINDINGS AND CONCLUSION 42-45 - Findings - Suggestions - Conclusion 43 44 45 46-49 47 48-49
CHAPTER 7
ANNEXURE - Bibliography - Questionnaires
CHAPTER 1
EXECUTIVE SUMMARY
Executive Summary
As a part of the course curriculum of degree of Master of Business Administration at Bangalore University I am required to undertake a project work in an organization in 4th semester. This project training enables me to know the realities of the business and application of theoretical knowledge in practical environment. In fact the purpose of this training is to create the Managers with greater adaptability and who can provide creative solution to the organization they work with, so it helps the student to become a complete manager for the industry and efficient. This project report is an effort of mine for the fulfillment of the same. Multiplex private Limited (Karnataka agro chemicals) is one of the reputed companies in India. It is one of the fastest growing agro Companies. It has a leading presence in south India. Over the years, acquired a strong reputation in the field of Chemical-fertilizers, competitive products. I feel it was a great opportunity for me to work with this company and be a part of the company; I carried out the study on The Market Potential for Micronutrients, Market size and share of Multiplex Private Limited in and around Bangalore. I understood how the company has performed till now in fulfilling the requirement by providing timely materials required by the concerned departments. During my training period I was involved in the survey with customers, i.e., retail outlets, Distributors. Then I came to know the potential of micronutrients and company size and share. This survey shows that most of the farmers are unaware of the micronutrients and prefer to use organic fertilizers as a source of micronutrients. This survey has really improved my level of confidence and in the process I have gained many new skills. Finally it was a nice experience during my entire training period in the Company, and I think my effort in preparation of report is satisfactory to the required extent. organic-fertilizers, Bio-fertilizers, Bio-pesticides and other
CHAPTER 2
INTRODUCTION
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Background of the Study

Driven by a large population with growing food demands and very limited available land resources for agricultural use, the critical question was could current soil fertility management practices used in the intensification of plant production adequately meet those demands in a sustainable way? It was not only food production that saw unprecedented growth during the last decade, but fertilizer nutrient consumption was also cited as fuelling that development. However, there are increasing indications that with the traditional concepts of Balanced Fertilization, high productivity of most crops and cropping systems based only on the three nutrients N, P and K were not sustainable. Some other nutrients had been provided free of charge as components of those carriers that supply N, P and K, e.g. the nutrients Ca and S. The latter also appeared as natural deposits from the atmosphere in regions, where high air pollution prevailed. Another important reason for the lack of awareness could be the fact that historically, primary nutrient status had only been attributed to N, P and K, whereas all other nutrients, essential for crop production, continued to be treated as secondary. All nutrients are considered as constituents of balanced fertilization, the only distinction made being between macro- and micronutrients. The study of this project is based on market research for analyzing the market potential of Micronutrients. The company has started manufacturing micronutrients and they launched these products (micronutrients) recently in the market and they are looking on the feasibility and the scope of the product to expand sales through out India based on the market research findings.
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INDUSTRY BACKGROUND:The history of the Indian fertilizer industry dates back to 1906, when the first fertilizer factory opened at Ranipet (Tamil Nadu). Since then, there have been major developments in terms of both the quantity and the types of fertilizers produced, the technologies used and the feedstocks employed. The fertilizer industry in India is in the core sector and second to steel in terms of investment. Prior to 1960/61, India produced only straight nitrogenous fertilizers [ammonium sulphate (AS), urea, calcium ammonium nitrate (CAN), ammonium chloride and single superphosphate (SSP)]. Currently, India produces a large number of grades of NP / NPK complex fertilizer Bio-fertilizers and Micronutrients. In addition, India produces various grades of simple and granulated mixtures.
PRODUCTION
The domestic production of fertilizers was 39 000 tonnes, 1951/52. By 1973/74, this had increased to 1.4 million tonnes. As a result of the oil crisis in the mid-1970s and the consequent sharp increase in the international prices of fertilizers, the Government of India encouraged investment in domestic fertilizer production plants in order to reduce dependence on imports. It introduced a retention price subsidy in 1975/76. The scheme led to a sharp increase in domestic capacity and production between the mid-1970s and the early 1990s. The total production rose from 1.8 million tonnes in 1975/76 to 9.8 million tonnes in 1991/92. In 1992/93, the total production of plant nutrients has reached 14.2 million tonnes in 2003/04.
CONSUMPTION
Fertilizer consumption was less than 1 million tonnes before the mid-1960s. With the introduction of high-yielding variety (HYV) seeds, there was acceleration in the growth of fertilizer consumption. It reached 12.73 million tonnes in 1991/92 as against 0.78 million tonnes in 1965/66. After the decontrol of P and K fertilizers the growth in consumption slowed. The highest consumption was recorded in 1999/2000 (18.07 million
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tonnes of nutrients). Since then, the growth in consumption has been erratic. In 2003/04, total nutrient consumption was 16.8 million tonnes. The consumption of fertilizers varies significantly from state to state. The all-India perhectare consumption of total nutrients was 89.8 kg in 2003/04. While the North and South zones have a consumption of more than 100 kg/ha, in the East and West zones the consumption is lower than 80 kg/ha. Among the major states, the per-hectare consumption is more than 100 kg in West Bengal (122 kg), Haryana (167 kg), Punjab (184 kg), Uttar Pradesh and Uttaranchal (127 kg), Andhra Pradesh (138 kg) and Tamil Nadu (112 kg). In the remaining states, the consumption per hectare is lower than the allIndia average. Agricultural Business in India has never been an ordinary business activity. It has been a socio-economic phenomenon- a phenomenon that exercises a tremendous and unparallel impact on the economy of the nation and the life of the rural people. Its influence has been felt in three important and distinct spheres o Commercially: the process has projected the fertilizer business as one of the largest business in the country. o Economically: the process has triggered off a powerful cycle of wealth generation in the country by modernizing the countrys agriculture. o Socially: the process has made a significant contribution towards transformation of Indias rural society from traditional to modern. Indias fertilizers market is expanding rapidly. The fertilizer industry sector in India has been accorded high priority by the government of India. This opens to huge opportunities for fertilizers manufactures in realizing the market potential so that they can expand their share in the sector.
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MARKET RESEARCH: AN ESSENTIAL BUSINESS TOOL
PROBLEM STATEMENT:
1. How to assess the market potential for micronutrients and market size and share of the multiplex private limited? 2. Having assessed the market potential, what initiatives should be taken to fully exploit this potential?
RESEARCH OBJECTIVES:
1. To examine the scope of micronutrients in and around Bangalore.
2. To recommend the appropriate marketing strategies to exploit this potential.
3. To recommend the appropriate strategies to expand its market size and share.
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NEED AND IMPORTANCE OF STUDY:
Driven by a large population with growing food demands and very limited available land resources for agricultural use, the critical question was could current soil fertility management practices used in the intensification of plant production adequately meet those demands in a sustainable way? It was not only food production that saw unprecedented growth during the last decade, but fertilizer nutrient consumption was also cited as fuelling that development. However, there are increasing indications that with the traditional concepts of Balanced Fertilization, high productivity of most crops and cropping systems based only on the three nutrients N, P and K were not sustainable. Some other nutrients had been provided free of charge as components of those carriers that supply N, P and K, e.g. the nutrients Ca and S. The latter also appeared as natural deposits from the atmosphere in regions, where high air pollution prevailed. Another important reason for the lack of awareness could be the fact that historically, primary nutrient status had only been attributed to N, P and K, whereas all other nutrients, essential for crop production, continued to be treated as secondary. All nutrients are considered as constituents of balanced fertilization, the only distinction made being between macro- and micronutrients. This project will be helpful for the company (multiplex pvt ltd) to know the market potential and its size and share in the industry.
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CHAPTER 3
RESEARCH METHODOLOGY
16
RESEARCH DESIGN:
Research design is partly explorative and descriptive. The data was collected from stratified sample of distributors and retail outlets through structured questionnaire which will be analyzed with the appropriate tools and inferences will be drawn accordingly.
TYPE OF RESEARCH
The type of research method used for this project was Quantitative research technique. In this methodology, people were chosen randomly and were asked to respond to the questionnaires. In this survey general questionnaire was used for retail outlets and distributors. In case of distributors, only those distributors were selected who have good track record of business with companies? They were not selected randomly as in case of retail outlets.
SAMPLING TECHNIQUE
In this project two types of sampling techniques were used. o Simple random sampling. o Stratified Sampling. Simple random sampling technique was used for retail outlets as it avoids any kind of bias in choosing the sample. Stratified sampling was used in case of distributors; only those distributors were selected and interviewed who have a good track record of business with the company. SAMPLE SIZE The sample size chosen for the research is 50 out of which 35 is retail outlets and the rest 15 are distributors.
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SAMPLE DESCRIPTION For retail outlets the sample is chosen at random from among various respondents. For distributors, the population was divided into groups depending on research. RESEARCH INSTRUMENTS The research instrument used for this survey is questionnaire. The reasons why this instrument is chosen are:It is free from all bias. It covers a wide area. It helps in getting original data. Not expensive. It is easy to tabulate and understand. the need of the
ACTUAL COLLECTION OF DATA PRIMARY RESEARCH:

The primary data is collected through interviews and questionnaire.
INTERVIEWS:An interview can be qualitative, quantitative or a combination of both. In a quantitative interview, the questions are predetermined and presented together with multiple choice answers. Quantitative means that there must be measurable results. A quantitative interview is conducted in an investigating situation, which resembles an every day situation and an ordinary conversation. The answer to the questions shall be spontaneous and be a result of the interviewees own opinion. Both, quantitative and qualitative interviews are opposite of each other. In a quantitative interview the difficulty is in preparing the questionnaire whereas in qualitative interview the lot of effort is required in analysis.
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The approach used in this research was quantitative and interview methodology. I selected this methodology because it was easier to get the responses from the sample within a limited time frame. As my research is on market potential and assessing the market size and share of multiplex private limited lot of secondary information has to gather from company website regarding annual sales and etc.., there was no need of going for discussion with the respondents and also all the questions were direct. So this methodology was suitable for this research. I conducted around 50 interviews out of which 35 were with retail outlets and the rest 15 were distributors.
SECONDARY RESEARCH:In the starting of this project, I was focused on gathering secondary information about this sector and the companies who were in this business so that I have a clear idea of the features of the product and once I have started my research process I am able to answer the various queries of the respondents. The major source of secondary data was internet (Company website) from where collected all the relevant information available about this sector and various other information of interest was also collected.
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CONCLUSION
Once all the primary and secondary data have been collected, I prepared various charts and graphs so that it is easier for me to make a conclusion so that to exploit the potential of micronutrients in the market and the market size and share of the multiplex private limited.
LIMITATIONS TO THE STUDY

Since secondary research is a compilation of someone elses information, there is always a risk that the information contains insufficient knowledge or errors. Secondary data, sometimes, can be outdated and thus of no relevance to our research Primary research can also include propaganda or actual errors. It might happen that the respondent does not want to give correct information. As in my research work, a respondent might be hesitant in giving information about the diseases he/she is suffering from. The study is not proposed to be an expert study as it is done by a student as a part of the MBA curriculum. The few other limitations to this research project are as follows:o The research was limited to Bangalore only. o There was a time constraint so the study findings cannot be generalized for all times. o An interpretation of the study is based on the assumption that respondents have given correct information. o It is understood that it is difficult to satisfy all the areas. An attempt has been made to cover as much as possible.
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CHAPTER 4
COMPANY & PRODUCT PROFILE
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MICRONUTRIENTS:
Micronutrients are essential elements needed for life in small quantities there are about eight nutrients essential to plant growth and health that are only needed in very small quantities. These are manganese, boron, copper, iron, chlorine, cobalt, molybdenum, and zinc. Some consider sulfur a micronutrient, but it is listed here as a macronutrient. Though these are present in only small quantities, they are all necessary. Boron is believed to be involved in carbohydrate transport in plants; it also assists in metabolic regulation. Boron deficiency will often result in bud dieback. Chlorine is necessary for osmosis and ionic balance; it also plays a role in photosynthesis. Cobalt is essential to plant health. Cobalt is thought to be an important catalyst in nitrogen fixation. It may need to be added to some soils before seeding legumes. Copper is a component of some enzymes and of vitamin A. Symptoms of copper deficiency include browning of leaf tips and chlorosis. Iron is essential for chlorophyll synthesis, which is why an iron deficiency results in chlorosis. Manganese activates some important enzymes involved in chlorophyll formation. Manganese deficient plants will develop chlorosis between the veins of its leaves. The availability of manganese is partially dependent on soil pH. Molybdenum is essential to plant health. Molybdenum is used by plants to reduce nitrates into usable forms. Some plants use it for nitrogen fixation, thus it may need to be added to some soils before seeding legumes. Zinc participates in chlorophyll formation, and also activates many enzymes. Symptoms of zinc deficiency include chlorosis and stunted growth
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COMPANY PROFILE
Multiplex Group an ISO 9001:2000 and 14000 certified company was established in the year 1974 by Dr. G.P.Shetty an eminent plant physiologist with years of experience and has contributed several innovative products in the agricultural field. Dr. G.P.Shetty being himself a farmer and a scientist has contributed in building an organization of repute and most preferred brand in several countries. Multiplex group core business is into agricultural and biotech research and product manufacturing to help and contribute largely to the farmer community in increasing their productivity year after year keeping the fertility of the soil. Multiplex group has a state of the art R&D facility with team consisting of several scientists continuously striving towards improvising and innovating newer products. Dr. G.P.Shetty himself guides the researchers with his immense experience. Today they have more than 150+ man-years of experience in research helping multiplex to be the industry leaders. Multiplex follows a stringent proven quality methodology in every step of its product life cycle from research and development till it reaches the farmlands. Each and every ingredient is tested for various parameters before being used in the manufacturing. They help our farmers in testing and analyzing soils, plants and water samples. Test report is given along with recommendations of fertilizers and manures. Remedies are also given for reclamation of problematic soils, pests and diseases. Multiplex innovations are field tested by various agencies, government bodies, research institutions, and universities before launching the products thus protecting the interest of the farmers. The multiplex family is growing day after day and year after year. Multiplex conducts farmers meetings, demonstrations and group discussions to update the latest happenings in the field and educating the farmers to implement the multiplex products effectively.
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PRODUCT PROFILE:
Multiplex Zinc EDTA consisting of all Zinc metals, is guaranteed 100% Chelated with EDTA(Ethylene Diamine Tetra Acetic Acid), it is used as a fertilizer to overcome Zinc deficiency in plants, as well as a source of Zinc for those plants which require Zinc for their normal growth and higher yields.
Multiplex Ferrous Edta contains iron metal which is chelated with EDTA (Ethylene Diamine Tetra Acetic Acid) and chelation is 100% guranteed, it can be used as fertilizer to overcome Iron deficiency symptoms in plants which require from for their normal growth and high quality yields. It can be used as Soil Application or Foliar Spray.
Multiplex Manganese Edta contains Manganese metal chelated with EDTA (Ethyline Diamine Tetra Acetic Acid)and chelation is 100% guranteed,It can be used as fertilizer to overcome Manganese deficiency in plants which require Manganese for their normal growth and high quality yield. It can used as Soil Application or Foliar Spray.
Multiplex Copper Edta contains Copper metal which is chelated with EDTA (Ethylene Diamine Tetra Acetic Acid) and chelation is 100% guaranteed, It can be used as fertilizer to overcome Copper deficiency in plants, which is required for their normal growth and high quality yields. It can be used as Soil Application or Foliar Spray.
Multiplex Magnesium Edta is very essential as it occupies the center spot in the chlorophyl molecules, thus is an Indispensable for photosynthesis Magnesium deficiency has direct effect on the photosynthesis. It is associated with activation of enzymes, energy transfer, and production of proteins and metabolism of carbohydrates. Magnesium deficiency usually occurs in areas of high rainfall and in light acidic soils.
Multiplex Maa which contains activated boron. Boron was discovered in the ash of plants in mid 19th century. The average boron content in plants is 0.001 percent. Boron M.P.BIRLA INSTITUTE OF MANAGEMENT 24
speeds up the growth of pollen tubes, activates the germination of pollen and increases the number of flowers and fruits. Seeds fail to mature without boron. It lowers the activity of oxidizing enzymes and influences the synthesis and migration of growth stimulators.
Multiplex Allbor It is a fine powder completely and immediately soluble in water containing 19% boron. It is externally used as a spray through out the world. They recommended 1 gm per liter of water, used as a foliar spray. 2 Sprays during the cropping season is enough to substances the requirement of boron. Multiplex Allbor is very instantly soluble and easy to apply. It provides maximum nutrient content of boron to the plant.
Multinag: Magnesium the central atom of clorophyll, with its specific electron resonance properties and its deficiency leads subsequent to rapid breakdown of chlorophyll and subsequent chlorosisie. The total Magnesium content is generally between 0.10 to 0.50% on Dry Weight basis. If the Magnesium contents drops below a certain critical level, which is not the same for all species, no net assimilation is possible. Adequate supplies of Manessium are necessary to achive high concentrations of starch in potatoes, sugar best and fatsin oil seeds.
Multiplex Molybdenum: is associated with nitrogen metabolism and is one o the important component of Nitrate-reducare activity concerned with reduction of Nitrates within the plants Molybdenum deficiency usually occur in the acid soils.
Chlorocal: Calcium is responsible for the structural and physiological stability of plant tissues and together with other substances regulates influx, efflux processes in cells and tissues. The normal calcium contents of the plant tissues is generally between 0.4- 0.8% on dry weight basis.
Multiplex Zinc Param: (which contains 33% Zinc) to correct deficiency of zinc, has more advantageous effect on cultivated crops, zinc Deficiency noticed throughout India
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in all states. By using Zinc Param farmers will get genuine Zinc Sulpate product to correct deficiency at lower cost.
Multiplex chamak: Most of the fields crops, oil seed crops and some plantation crops require more Calcium and Boron for their successful complition of life cycle as well as to get better yield. In case of fleshly vegetables such as Potato, Tomato, Brinjal Cauliflower, Cabbage, andalso certain fleshly fruits like Apple, Water melon, Cucurbits, Pumpkin, Papaya, Mango, the requirement of Calcium and Boron is more than any other plants
Multiplex Flower Booster: contains all the essential nutrients like Major, Secondary and trace elements in easily available form. Multiplex flower booster can be used on all garden plants. Dissolve Multiplex in water and sprinkle over the leaves (if spray pump is not available), or spray with Garden sprayers
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PRODUCTS OF MULTIPLEX PRIVATE LIMITED (MICRONUTRIENTS)
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CHAPTER 5
DATA ANALYSIS AND INTERPRETATION
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1) Name the few companies brands you usually stock in your shop? Table showing number of retail outlets stocks the respective company products Company name Multiplex Pvt ltd Aries micronutrients Zuari industries ltd Multilink Kaveri agri tech Raniday Micronutrients No of respondents 30 25 30 20 25 35
40 35 No of respondents 30 25 20 15 10 5 0 Company name
Multiplex Pvt ltd Aries micronutrients Zuari industries ltd Multilink Kaveri agri tech Raniday Micronutrients
Source: Field Survey Illustration: Table shows the sample of the respondents who stock the respective company products. As per the data availability it is concluded that the most of the retail outlets stock the multiplex products.
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2) Which companies brand move fastely in the market? Table showing the movement of the company products
Company Multiplex Pvt ltd Aries micronutrients Zuari industries ltd Multilink Kaveri agri tech Raniday Micronutrients
No of respondents 25 20 22 15 16 27
30 No of respondents 25 20 15 10 5 0 Company nam e Multiplex Pvt ltd Aries micronutrients Zuari industries ltd Multilink Kaveri agri tech Raniday Micronutrients
Source: Field Survey Illustration: Table shows the sample of the respondents said the movement of the company products. As per the data availability it is concluded that the micronutrients are moving in the market but still the company should stress more on the promotion of micronutrients along with fertilizers, as the percent fertilizer users are more than micronutrients users.
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3) Monthly sales of multiplex products in your shop compare to other companies? Table showing the sales of micronutrients in different companies Company Multiplex Pvt ltd Aries micronutrients Zuari industries ltd Multilink Kaveri agri tech Raniday Micronutrients Rs(lakhs) 10 5 6 4 6 12 14 9 14 28 Percentage 23 12
12, 28%
10, 23%
5, 12% 6, 14% 4, 9% 6, 14%
Multiplex Pvt ltd Multilink
Aries micronutrients Kaveri agri tech
Zuari industries ltd Raniday Micronutrients
Source: Field Survey Illustration: Table shows the monthly sales of the micronutrients products of different companies. As per the data availability it is concluded that the micronutrients sales are very less and company should stress more on creating awareness to farmers regarding the usefulness of micronutrients to explore its full potential.
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4) Will you promote the multiplex product or else customers themselves ask for Multiplex product? Chart showing the % of retail outlets promoting the multiplex products
22% 33%
45%
Yes, I promote No, I don't promote Some times I promote

Source: Field Survey
Illustration: The above chart shows the percentage of retail outlets promoting the multiplex micronutrients products. As per the data availability it is concluded that still lot of awareness has to create in farmers regarding micronutrients and about the company products and its usefulness.
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5) Is the sale of the multiplex products uniform through out the year? Chart showing the % of respondents agree that sale of micronutrients uniform through out the year
43%
57%
Yes No
Source: Field Survey Illustration: The above chart shows the sample of the respondents percentage of multiplex products moving uniformly through out the year in retail outlets. 57% of respondents said it moves uniformly and 42% said it not move uniformly through out the year respectively.
6) If No, during which months sales are peak? 43% of respondents opinioned that its movement is not uniform they said during the time of monsoons and rainy season its movement is uniform while during other times only those who have irrigation facilities will purchase micronutrients.
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7) If 100 customers purchase from your shop how many of them would like to buy the Multiplex products? Chart showing the number of customers would like to bye multiplex products out of hundred
5, 14%
0, 0%
10, 29%
20, 57%
Ten - Tw enty
Tw enty-Thirty
Thirty-Fourty
Above Fourty
Illustration: The chart shows the sample of the respondents opinioned that out of hundred visitors only around twenty peoples buy the multiplex products. As per the data availability it is concluded that the micronutrients sales are very less and company should stress more on creating awareness to farmers regarding the usefulness of micronutrients to explore its full potential.
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8) Which segment of farmers using the multiplex products? Chart showing the % of farmers using the multiplex products (micronutrients)
5, 14%
20, 57%
10, 29%
Small farmers
Medium farmers
large farmers
Illustration: The chart shows the more of large farmers using the micronutrients. As per the data availability it is concluded that there is still lot of untapped market is there with small and medium farmers because small and medium farmers constitute more than 60 percent.
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9) Are the sales of multiplex products increased over time? Chart showing % of respondents agree that there to increase in sales of multiplex products over time
29%
71%
Yes
No
Illustration: The chart shows the sample of the respondents opinioned that sales of micronutrients are increases over time.
As per the data availability from above all question it is concluded that the micronutrients sales are very less when compared to fertilizer sales but there is a huge potential for the micronutrients, since using the organic fertilizers for a long time the fertility of the soil gone depreciated companies need to make farmers aware of the usefulness of the micronutrients when it is used with chemical fertilizers.
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INTERVIEW WITH THE DISTRIBUTORS: An interview with the distributors is of a personnel interview, not a structured questionnaire as in the case of retail outlets. In case of distributors, only those distributors were selected who have good track record of business with companies? They were not selected randomly as in case of retail outlets. An interviewing the distributors we found that there is a huge potential for micronutrients But farmers lack awareness of micronutrients importance in maintaining the fertility of the soil. farmers come with many deficiency symptoms at that time proper guidance has to give , then they will understands the importance of the micronutrients. If companies conduct awareness camps to farmers regarding all this then they can able to tape the untapped market (small and medium farmers). SECONDARY DATA ANALYSIS: From the secondary research we found that Indian fertilizer industry dates back to 1906, when the first fertilizer factory opened at Ranipet (Tamil Nadu). Since then, there have been major developments in terms of both the quantity and the types of fertilizers produced, the technologies used and the feedstocks employed. The fertilizer industry in India is in the core sector and second to steel in terms of investment. When compared to fertilizer sales micronutrients sales look pretty normal. In 2003/04, total nutrient (organic and inorganic fertilizers and micronutrients) consumption was 16.8 million tonnes in which micronutrients share is just 0.5 million tonnes. Micronutrients are not fully exploited to its potential there is a lot untapped market which has to be tapped to the full potential. From the secondary research we found the sales of micronutrients in different companies and also the sales of micronutrients in and around Bangalore.
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MICRONUTRIENTS MONTHLY SALES IN BANGALORE REGION
Company Multiplex Pvt ltd Aries micronutrients Zuari industries ltd Multilink Kaveri agri tech Raniday Micronutrients
Rs(lakhs) 10 5 6 4 6 12
Percentage 23 12 14 9 14 28
12, 28%
10, 23%
5, 12% 6, 14% 4, 9% 6, 14%
Multiplex Pvt ltd Zuari industries ltd Kaveri agri tech
Aries micronutrients Multilink Raniday Micronutrients
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SALES OF MICRONUTRIENTS IN KARNATAKA

Company Multiplex Pvt ltd Aries micronutrients Zuari industries ltd Multilink Kaveri agri tech Raniday Micronutrients Rs(Crores) 11 4 5 4 6 12 12 10 14 28 Percentage 26 10
12, 28%
11, 26%
4, 10% 6, 14% 4, 10% 5, 12%
Multiplex Pvt ltd Zuari industries ltd Kaveri agri tech
Aries micronutrients Multilink Raniday Micronutrients
Source: Field Survey Illustration: multiplex micronutrients monthly sales in Bangalore region comes around ten lakhs (23% of the market share) , Karnataka annual sales comes around eleven crores ( 26% of market share). To achieve full potential company should adopt suitable promotional activities and marketing strategies to promote the sales of micronutrients. There is a huge scope for micronutrients because they will help in getting good growth of plants & maintains the soil fertility.
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CHAPTER 6
FINDINGS, SUGGESTION AND CONCLUSION
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FINDINGS:-
GENERAL QUESTIONNAIRE TO RETAIL OUTLETS:-
o Micronutrients are available in all retail outlets but all farmers are not using the micronutrients along with chemical fertilizers. o Micro nutrients are moving very slowly in the market due to lack of awareness among farmers. o Micronutrients market has not been exploited to its full potential. o Farmers are not using the micronutrients on a regular basis they are using as and when need or problem arises. o Large farmers who do farming in a large scale are using micronutrients where as small and medium farmers are not. o Micronutrients share in fertilizers sector is very small there is a huge potential for this business which has not been explored to its full potential.
PERSONNAL INTERVIEW WITH THE DISTRIBUTORS: o Soil Fertility is depreciating which can be restored only by micronutrient which leads to huge potential for this sector. o Farmers lack awareness companies has to create awareness so as to tap the market to its full potential
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SUGGESTIONS:-
o Company should create awareness to farmers by conducting camps in villages so that farmers can know the importance of micronutrients in maintaining the fertility of the soils.
o Company should appoint field guides so that can visit the farms and meet the farmers and persuade them to use micronutrients.
o Company should distribute free demo trails to farmers so that it will create the brand image of the company and subsequently helpful in capturing the market.
o Micronutrients have huge potential it is a right time for a company to grab the market by expanding the sales to other neighboring states
44
CONCLUSION:I conclude that fertilizer industry is an evergreen industry with reference to the present scenario in the fast growing economy. Multiplex private limited should stand at its best to provide excellent service to its customers. When compared to fertilizer sales micronutrients sales look pretty normal. In 2003/04, total nutrient (organic and inorganic fertilizers and micronutrients) consumption was 16.8 million tonnes in which micronutrients share is just 0.5 million tonnes. Micronutrients are not fully exploited to its potential there is a lot untapped market which has to be tapped to the full potential. From the primary data availability it was found that the micronutrients sales are very less when compared to fertilizer sales but there is a huge potential for the micronutrients, since using the organic fertilizers for a long time the fertility of the soil gone depreciated companies need to make farmers aware of the usefulness of the micronutrients when it is used with chemical fertilizers To achieve full potential company should adopt suitable promotional activities and marketing strategies to promote the sales of micronutrients. There is a huge scope for micronutrients because they will help in getting good growth of plants & maintains the soil fertility. Company should appoint sales executives who are capable of creating the awareness and to convince the farmers about the product. Company should expect fewer margins on new products in initial years & also have to provide good margin to dealers till our product gets popularize. At the end I conclude that the company should improve its functional practices, this helps the company to reach the greater heights in achieving the market share.
45
CHAPTER 7
ANNEXURE
46
BIBLIOGRAPHY:1) www.multiplexgroup.com (company website) 2) www.google.com 3) Agriculture magazines (GKVK library) 4) Marketing management Philip Kotler
47
QUESTIONNAIRE
Market survey to find market potential for micronutrients Market size and share of Multiplex pvt ltd (Karnataka Agro Chemicals)
Name: Address:
1) Name the few brands you usually stock in your shop? Please indicate in the appropriate boxes Company name Multiplex Aries Zuari industries ltd Tick company name Multilink Kaveri agri tech Raniday Micronutrients Tick
2) Which companies brand move very fastely in the market? Please indicate in the appropriate boxes Company name Multiplex Aries Zuari industries ltd Tick Brand name Multilink Kaveri agri tech Raniday Micronutrients Tick
3) Monthly sales of multiplex products in your shop compare to other companies? Please indicate in the appropriate boxes Company name Multiplex Aries Zuari industries ltd Sales(Rs) Brand name Multilink Kaveri agri tech Raniday Micronutrients Sales(Rs)
48
4) Will you promote the multiplex product or else customers themselves ask for Multiplex product? Yes, I promote { } No, I dont promote { } some times I promote { }
5) Is the sale of the multiplex products uniform through out the year? Yes { } 6) If No, during which months sales are peak? --------------------------------------------------------------------------------------7) To which segment multiplex products are targeted? Small farmers { } Medium farmers { } Large farmers { } No { }
8) If 100 customers purchase from your shop how many of them would like to buy the Multiplex products? 10-20 { } 20-30{ } 30-40{ } Above 40 { }
9) Are the sales of multiplex products increased over time products? Yes { } No { }
10) Will you face any problems in selling the multiplex products? Yes { } 11) If yes, what problems you usually face in selling? ----------------------------------------------------------------------------------------No { }
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Karnataka Agro Chemicals

Multiplex Fertilizers Pvt. Ltd

Karnataka Agro Chemicals Multiplex Fertilizers Pvt. Ltd

M.P.BIRLA INSTITUTE OF MANAGEMENT Associate Bharatiya Vidya Bhavan Bangalore-560001 2005-2007

M.P.BIRLA INSTITUTE OF MANAGEMENT

Karnataka Agro Chemicals

Multiplex Fertilizers Pvt. Ltd

Date: Place: Bangalore

Vijay Kumar KR 05XQCM6109

M.P.BIRLA INSTITUTE OF MANAGEMENT

Karnataka Agro Chemicals

Multiplex Fertilizers Pvt. Ltd

Place: Bangalore Date:

Dr. N.S. Malavalli

M.P.BIRLA INSTITUTE OF MANAGEMENT

Karnataka Agro Chemicals

Multiplex Fertilizers Pvt. Ltd

Place: Bangalore Date:

Prof. K L Ramadas (Internal Guide)

M.P.BIRLA INSTITUTE OF MANAGEMENT

Karnataka Agro Chemicals

Multiplex Fertilizers Pvt. Ltd

M.P.BIRLA INSTITUTE OF MANAGEMENT

Karnataka Agro Chemicals

Multiplex Fertilizers Pvt. Ltd

M.P.BIRLA INSTITUTE OF MANAGEMENT

Karnataka Agro Chemicals

Multiplex Fertilizers Pvt. Ltd

-Conclusion -Limitations of the study

COMPANY & PRODUCT PROFILE DATA ANALYSIS AND INTERPRETATION

FINDINGS AND CONCLUSION 42-45 - Findings - Suggestions - Conclusion 43 44 45 46-49 47 48-49

ANNEXURE - Bibliography - Questionnaires

M.P.BIRLA INSTITUTE OF MANAGEMENT

Karnataka Agro Chemicals

Multiplex Fertilizers Pvt. Ltd

M.P.BIRLA INSTITUTE OF MANAGEMENT

Karnataka Agro Chemicals

Multiplex Fertilizers Pvt. Ltd

M.P.BIRLA INSTITUTE OF MANAGEMENT

Karnataka Agro Chemicals

Multiplex Fertilizers Pvt. Ltd

M.P.BIRLA INSTITUTE OF MANAGEMENT

Karnataka Agro Chemicals

Multiplex Fertilizers Pvt. Ltd

Background of the Study

M.P.BIRLA INSTITUTE OF MANAGEMENT

Karnataka Agro Chemicals

Multiplex Fertilizers Pvt. Ltd

M.P.BIRLA INSTITUTE OF MANAGEMENT

Karnataka Agro Chemicals

Multiplex Fertilizers Pvt. Ltd

M.P.BIRLA INSTITUTE OF MANAGEMENT

Karnataka Agro Chemicals

Multiplex Fertilizers Pvt. Ltd

MARKET RESEARCH: AN ESSENTIAL BUSINESS TOOL

1. To examine the scope of micronutrients in and around Bangalore.

2. To recommend the appropriate marketing strategies to exploit this potential.

M.P.BIRLA INSTITUTE OF MANAGEMENT

Karnataka Agro Chemicals

Multiplex Fertilizers Pvt. Ltd

NEED AND IMPORTANCE OF STUDY:

M.P.BIRLA INSTITUTE OF MANAGEMENT

Karnataka Agro Chemicals