RASTRIYA CHEMICALS &FERTILIZERS

A Panoramic View
Rashtriya Chemicals & Fertilizers Limited
“MARKETING STRATEGY FOR WATER
SOLUBLE FERTILIZER”

Presented By:-
ABHIJIT PATARE One of the major
ROLL.NO:-15 fertilizer companies
in India.
 INTRODUCTION
• Rashtriya Chemicals and Fertilizers Limited, a Government
undertaking is one of the largest integrated Fertilizer and
Industrial chemicals complex in our country.
• The Company produces and markets fertilizers and
chemicals of the highest quality.
• RCF has been a trusted name in fertilizers for well over four
decades.
• RCF produces eco-sensitive value-added products like water
soluble Sujala 19:19:19, Microla and Biola-besides the
flagship of Suphala and Ujjwala-urea.
 RCF’s Industrial Chemicals

The Company manufactures and markets,

through its
INDUSTRIAL PRODUCTS DIVISION
a whole host of Industrial chemicals like Methanol,
Methylamines, Nitric Acids, Sulphuric Acid, Sodium Nitrite
and Nitrate, Ammonium Bicarbonate, Anhydrous Ammonia,
Ammonium Nitrate, Technical Grade Urea, Gypsum, Calcium
Carbonate, Argon, Formic Acid, Dimethylformamide and
Dimethylacetamide.
 WHY WATERSOLUBLE?

• SUBSIDY
• WASTAGE OF CHEMICAL FERTILIZERS
 Products of the Company
Chemical Fertilizers
• Ujwala urea(46%)
• Suphala(15:15:15)
• Suphala(20:20:0)
• Biola
• Microla
• MOP (Imported)
• DAP  (Imported)
 WATERSOLUBLE FERTILIZER

• SUJALA(19:19:19) DRIP
• SUJALA(19:19:19)FOLIAR
 RESEARCH METHODOLOGY
• METODOLOGY:-
It is the method used in collecting the marketing data of the company for last few
years.

• DATA COLLECTION METHODS:-

Basically there are two ways of collecting the data for any research :-
• Primary Data
• Secondary Data
But in my research I have collected the data mainly with the help of the both
primary as well as secondary.
 
• Secondary Data:-
In this the collection of data is indirectly. The data is available here indirectly
through Reports or the Books of the company.
 DEFINING A PROBLEM

• The product awareness about water soluble fertilizer

is very low.

• The consumers are not satisfied with the period of

yield given by water soluble fertilizer.
 
• Compared to the chemical fertilizers water soluble
fertilizers are less effective in their output.
 Objective

• To ascertain the awareness, usage, and scope of

the water soluble fertilizers in the given area and
frame a marketing strategy.
• To find out the satisfaction level, reach and
effectiveness of water soluble fertilizers .
 SAMPLE SIZE

• The sample size of 60 samples(30 dealers and

30 farmers) was considered for the survey
study. 
• The survey was done through direct interview.
• The survey was done in thane and raigad
district.
 SCOPE OF THE STUDY

• This study helps to find factors influencing purchases.

 
• This study helps to find the source of awareness of the brand
  
• This study helps to find the satisfaction level of customers.
 
• This research helps to find out the quality aspects of SUJALA
fertilizers.
 
• This study helps to identify the promotional activities.
 LIMITATIONS OF THE STUDY

 
• The study is confined to THANE and RAIGAD district only;
hence the results cannot be generalized.
  
• The findings in this study are purely dependent on the
answers of the respondents.
 
• Since the study was limited to a specific period (may -
June 10), further qualitative research on the topic was
not possible.
 DATA ANALYSIS &
INTERPRETATION(dealers)
• All the respondents were aware of water soluble fertilizers.
• Among the 30 dealers 28 respondents are selling the water
soluble fertilizers in their stores.
• Water soluble sold by 93% of the respondents.
• Out of 30 respondents, some people were aware from
marketing officers ,agriculture officers ,friends and relatives
and some from other sources.
• 100% respondents know the RCF fertilizers company.
• Based on survey, 67% of people sell sujala(19:19:19)
fertilizers.
 
• Based on survey, 67% of respondents highly satisfied by the
brand name. Then price, effectiveness, quality of the
fertilizer, officer’s advice, eco friendly, and convenient
packing are also the main factors which make the
satisfaction among the respondents.
 DATA ANALYSIS &
INTERPRETATION(farmers)
• Based on our survey 32% respondents are aware of water
soluble fertilizers.
• Among the 30 samples 12 respondents are using the water
soluble fertilizers(40%).
• Water soluble fertilizers used by 40% of the respondents
while chemical fertilizer (77%),manure(92%).
• Out of 30 respondents, some people were aware from
marketing officers ,agriculture officers ,friends and relatives
and some from other sources.
• 97% respondents know about the RCF fertilizer company.
• Based on survey, 33% of people using sujala water soluble
fertilizers.
• Based on survey, 67% of respondents highly satisfied by the
brand name. Then price, effectiveness, quality of the
fertilizer, officer’s advice, eco friendly, and convenient
packing are also the main factors which make the
satisfaction among the respondents.
• It can be inferred that 33% of the respondents are ignored
the application of water soluble fertilizers due to high price.
 COMPETATIVE BENCHMARKING

 
• Identifying who to benchmark against?
As I did survey in Thane and Raigad district RCF
was the number one in sales, customer satisfaction
and brand value among the farmers but as water
soluble is new product of the company they have
many other competitors such as Deepak fertilizer,
Ranade fertilizer, IFFCO and KRIBCO so RCF can
bench mark against this companies because of their
growing market.
• Identifying what aspects of business to benchmark?
Benchmarking's appeal is its awareness in executing
operations and its support of the organization's budgeting
and strategic planning process this is the aspects which are
required to benchmark in this industry.
• Collecting relevant data to enable processes and
operations to be compared?
Following are the process that we have to track of our
competitor and excel in that:-
Growth potential tool
Job satisfaction tool
Total quality management tool
• comparison with its own processes?
Our comparison with our own processes only
each time we will try to do best and compete
ourself.
 Conclusion
• Most of the farmers do not use Sujala water soluble
fertilizers on their farm in different crops to increase the
quality and yield.
• Most of the farmers are satisfied with price and other
parameters.
• Almost all dealers were interested to sell RCF watersoluble
fertilizers.
 suggestions
• The company should concentrate more on advertisement of water
soluble fertilizer through farmer contact programs; it must be
conducted before seasonal group.(DEMO)
• As per the farmers, water soluble fertilizer’s productivity is low
compare with chemical fertilizer. So usage & usefulness should be
highlighted through trial demonstrations.
• More advertisement and awareness programs should be done so
that people get aware about water soluble fertilizer.
• The farmers expect growth increase factor in the water
soluble fertilizers. The management should take initiative
steps for improving the growth promoters in the water
soluble fertilizers.
• They should tie-up with agriculture colleges to show the
miracles of water soluble fertilizers to the farmers and show
how to use it effectively.
• The company should display their product in exhibitions
krishi melas and other agriculture programs.
 Bibliography

•www.RCF.com
•fertilizer statistics
by FAI
•research methodology
BY RANJIT KUMAR
•MARKETING MANAGEMENT
BY PHILIP KOTLER
•Fertilizer Marketing News
BY FAI