A PROJECT REPORT

Promotional activities of Speciality Fertilizers

In Satara District

At

Submitted By,
MR.VIVEK SURYAKANT PAWAR.
MBA, 3RD SEMISTER
BATCH 2007-2009.

UNIVERSITY OF PUNE
PADMASHRE DR. D.Y. PATIL INSTITUTE OF MANAGEMENT STUDIES
NIGADI, PRADHIKARAN,
PUNE – 411 044.

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 DECLARATION

I am, Mr. VIVEK SURYAKANT PAWAR, a student of Pad.Dr. D.Y. Patil Institute

of Management Studies (DYPIMS), University of Pune, pursuing Master of Business

Administration (MBA) (batch 2007-09). I hereby declare that the project work entitled

to “Fertilizer Promotion Activity of Speciality Fertilisers”in Satara district at Deepak

Fertilisers and Petrochemicals Corporation Limited, is a genuine work done by me

and the content enclosed has not been submitted for the award of other degree or diploma

in the University.

Mr.Vivek Suryakant Pawar.

MBA
SEMESTER -3rd
ROLL NO. (M-37)
BATCH 2007-09

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 ACKNOWLEDGEMENT

I owe a great deal to PAD. DR. D.Y.PATIL INSTITUTE OF

MANAGEMENT STUDIES for laying the building blocks of logic and pragmatism in
our life. This report, in a way is a reflection of these values. The organizational
traineeship segment (OTS) provided us with a unique opportunity of working with an
organization.
I would like to express my earnest gratitude and thanks to Dr. Jaysinh Patil,
director for his support and kind blessings.
I am highly indebted to .Mr.V.B.Patil (AGM) for providing me with exceptional
opportunity of working for a dynamic organization like Deepak Fertilisers and
Petrochemical Corporation Ltd.
I like to thank my project guide Mr. Ashish Deshmukh for constant follow-up
and valuable suggestions provided throughout. He has always been an ever lasting source
of inspiration and guidance. I would also like to thank Mr. Samrat Patil(Asst.manager)
for his sincere co-operation and guidance during project.
I also thank all the respondents who have given their valuable time, views and
authentic information for this project.
I also grateful to all of them who are directly or indirectly involved in driving this
project to a success. I would like to thank my friends and colleagues for their continuous
support.

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 INDEX

Sr. NO. TOPIC PAGE NO.

1 Introduction to Project 5

2 Theoretical Background 8

3 Research Methodology 12

4 Company Profile 14

5 Promotion & Marketing Details. 32

6 Data Analysis and Interpretation 38

7 Findings 55

8 Suggestions 56

9 Conclusion 57

10 Bibliography 58

11 Annexure[ Questionnaires] 59

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5
1 PROJECT TITLE

Promotional activities of Specialty fertilizers ( Mahadhan Kranti, Mahadhan Bensulf,

and Mahadhan Amruta) in Satara District.

2 Organization : Deepak Fertilizers And Petrochemicals Ltd.

As we know Indian economy is depend on agriculture. After independence Indian
population is continuously increasing. To feed this population agricultural production
should increase. There are so many techniques developed to increase agricultural
production such as fertilizer application, different irrigation techniques, implements etc.
For success of Green Revolution, one of the main cause was use of the fertilizers.
There is continuously rise in fertilizer consumption after independence.
There are so many companies entered in fertilizer production. Deepak Fertilzers
and Petrochemicals Ltd. is one of the reputed company in fertilizer industry.
I completed my project work in Phaltan Taluka area under Satara district. Phaltan
area is irrigated due to canal from Veer dam. Major crops of that area are Sugarcane,
Banana, onion etc. As ample irrigation facilities are available despite all other conditions
farmers apply more fertilizers to increase the production .

3 OBJECTIVES
(A) Marketing Objectives:-

1. To Study area under important crops in Phaltan block of Satara district.

2. Competitive Analysis of “Mahadhan Kranti, Mahadhan Amruta,

Mahadhan Bensulf” fertilizer in Satara District.

3. To find out market potential and Promotion of “Mahadhan Kranti,

Mahadhan Bensulf and Mahadhan Amruta” in Satara district.
4. To reach every end customer in the market.

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 5. To determine brand image of Mahadhan (Deepak fertilisers and Petro. Corp.
Ltd.)

(B) Research Objective:

1. To evaluate the acceptability of 100% water soluble complex fertilizer
“Mahadhan Amruta” among dealers and farmers.
2. To evaluate the acceptability of “Mahadhan Kranti among dealers and
farmers.
3. To evaluate the acceptability of “Mahadhan Bensulf” among dealers and
farmers.

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THEORETICAL BACKGROUND:

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PROMOTIONAL TOOLS: -
The marketing communication mix consists of six major modes of communication.
Each communication tool has its own unique characteristics and cost.
1. ADVERTISING: -
Any paid form of nonpersonal presentation and promotion of ideas, goods, or
service by an identified sponsor is called as advertising.

Advertising is the art of influencing human actions, awakening of the desire to

possess product. It is a mass persuasion and it is any form of publicity given to the
product or services at the expense of the person who wants such publicity for
bringing his products or services to the notice of the general public. The real
objective of advertising effective communication between producer and
consumer. Advertising can be used to build up long term image for a product or
trigger quick sales. The presence of advertising might have an effect on sales:
Consumer might believe that a heavily advertised brand must offer “good value.”
Following are some qualities of advertising:

• Pervasiveness: - Advertising permits the seller to repeat a message many

times.

• Amplified expressiveness: - Advertising provides opportunities for

dramatizing the company and its products through the artful use of print,
sound, and color.

• Impersonality: - The audience doe not feel obligated to pay attention or

respond to advertising. Advertising is a monologue in front of, not a dialogue
with, the audience.

2. SALES PROMOTION: -
A variety of short-term incentives to encourage trial or purchase of a product or
service are called as Sales Promotion.

Companies use sales promotion tools- coupons, contests, premiums, and the like-
to draw a stronger and quicker buyer response.

Sales promotion can be used for short run effects such as to highlight product
offers and boost sagging sales. Sales promotion tools offer three distinctive
benefits:

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 • Communication: - They gain attention and may lead the consumer to the
product.

• Incentive: - They incorporate some concession, inducement, or contribution

that gives value to the customer.

• Invitation: - They include distinct invitation to engage in the transaction now.

3. PUBLIC RELATIONS AND PUBLICITY:-

Public relation involves variety of programs designed to promote or protect a
company’s image or its individual products. Most companies have public
relations department that monitors the attitudes of public towards the organization
and distributes the information and communication to build goodwill. Marketers
tend to underused public relation, yet a well-thought program coordinated with
the other communication mix elements can be extremely effective. The appeal of
public relations and publicity is based on three distinctive qualities:

• High credibility: - News stories and features are more authentic and credible
to readers than ads.

• Ability to catch buyers off guard: - Public relations can reach prospects that
prefer to avoid salespeople and advertisements.

• Dramatization: - Public relations have the potential for dramatizing a company

or product.

4. EVENTS AND EXPERIENCES: -

Company sponsored activities and programs designed to create daily or special
brand-related interactions.

There are many advantages to events and experiences:

• Relevant: - A well-chosen event or experience can be

• Involving: - Given their live, real-time quality, consumers can find events and
experiences more actively engaging.
• Implicit: - Events are more of an indirect “soft-sell.”

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5. DIRECT MARKETING: -

Without using marketing middlemen, selling goods to the customers is called

direct marketing.
Use of mail, telephone, fax, e-mail, or Internet to communicate directly with or
solicit response or dialogue from specific customers and prospects. Direct
marketing has three distinct characteristics:-
• Customized: - The message can be prepared to appeal to the addressed
individual.
• Up-to-date: - A message can be prepared very quickly.
• Interactive: - A message can be changed depending on the person’s response.

6. PERSONAL SELLING:-
Face to face, interaction with one or more prospective purchasers for the purpose
of making presentations, answering questions, and procuring orders.
Personal selling is effective tool in later stages of buying process, particularly in
building up buyer preference, conviction, and action.
Personal selling has three distinctive qualities:
• Personal interaction: - Personal selling involves an immediate and interactive
relationship between two or more persons. Each party is able to observe the
others reactions.
• Cultivation: - Personal selling involves all kind of relationships to spring up,
ranging from a matter-of-fact selling a relationship to deep personal
friendship.
• Response: - Personal selling makes buyer feel under some obligation for
having listened to the sales talk.

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RESEARCH METHODOLOGY

Satara is one of the largest districts in Maharashtra for known for Sugarcane growing. We
have chosen potential regions in Phaltan tahsil of Satara district.

1. Research Design: Exploratory research has done by collecting data.

A. Primary sources:
Collection of primary data from farmers.
Analysis of primary data.

B. Secondary sources:
Regional marketing office of Deepak ferti.and Petrochem, Agriculture department
records crop wise acreage’s and other related information.
Conclusion and recommendation based on secondary primary data.

2. Target group: Farmers (it includes big, medium and small farmers).

3. Research Tool: Structured Questionnaires

4. Research Approach:
Quantitative analysis is done through primary data collection.

5. Output Expected:
To be able to know if Speciality fertilizers (Mahadhan Kranti, Mahadhan Amruta,
Mahadhan Bensulf), can be positioned and
Competitor’s in market, their products, pricing.

Research in brief:
The study is focused on promotion of Speciality fertilizers and analysis of market share
and analysis of market potential in the given area.
The task involved was to study the following aspect in details:
1. Markets: What types of fertilizer use in the given area?
2. Product: What are the products preferred by customers and why?
3. Competition: Who are its competitors?

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Sampling plan:

1. Method of sampling:
The sampling method used for project was judgmental and non
random. The sample size selected is non random and judgmental
because those farmers were selected who were varies in land holding, Crop taken etc.

2. Sampling Frame:
One tahsil is selected from district and from that tahsil eight villages were selected. In
each village fifteen to twenty farmers were surveyed. Most of the selected farmers have
large land holding. This was the sampling frame from which sampling size was selected.

3. Sample size:
As it is not possible to sample the entire target population, so in this
case numbers of respondents chosen were 150 farmers.

4. Research Instrument.
The research instrument used in project was well-defined structured questionnaires.

5. Selection of Respondents:
Farmers were selected on the basis of their land holdings (farmers
having land holding 1 ha to more than 10 ha), whether they are use Speciality Fertilizers
or not, at their knowledge level.

6. Analysis of data:
The collected data is categorized in a systematic way according to
need of objectives and then simple statistical techniques like percentage,
Pie chart, graphs are used to analyze the data.

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14
ABOUT:-

Vision Statement
• We, in Deepak, believe that the customer is the very
purpose of our existence.
• We are a committed, hard-working and disciplined team
working towards the satisfaction of all stakeholders.
• We are a caring organisation working to continuously
improve employee satisfaction.
• We work as a team to achieve quality and excellence in all
our activities leading to continuous growth.
• We will create a learning organisation, committed to
continuously improve, to be better than the best.
• We are proud to be part of Deepak.

OVERVIEW
The genesis of Deepak Fertilisers And Petrochemicals Corporation could be said to be in
the year 1970 when Mr. C. K. Mehta set up Deepak Nitrite Ltd, combining his skills in
trading and manufacturing. DNL grew by leaps and bounds, surpassing expectations of
all investors and also won many prestigious awards like the Sir P.C.Ray award, for being
the best Chemical Industrial unit in India.
In 1983, Deepak Fertilisers and Petrochemicals Corporation Limited (DFPCL) started
commercial production of ammonia (in technical collaboration with Fish International
Engineers (USA) using natural gas as feedstock. This marked the fulfillment of a need for
lateral integration into the world of basic building block chemicals, premium fertilisers
and petrochemicals. At the time, this was India's only merchant ammonia manufacturer.
The International Finance Corporation initially supported this venture of Deepak group in
the form of equity participation in DFPCL.

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The company undertook major expansion and diversification in 1989 to achieve forward
integration of ammonia and diversification in Methanol.

In July 1992, DFPCL commenced commercial production of Low Density Ammonium

Nitrate (LDAN), Nitro Phosphate (NP), Dilute Nitric Acid (DNA), and Concentrated
Nitric Acid (CNA).

This has resulted in a multi-product portfolio for DFPCL consisting of chemicals,

petrochemicals, fertilisers and other agri-inputs. To ensure an uninterrupted supply of
natural gas to its plant, DFPCL laid its own 43 km gas pipeline from the coastal fall point
of Bombay High to its plants in Tajola, thus becoming one of the first companies in India
to have its own gas pipeline.

The Company has now diversified into specialty retailing with Ishanya, India’s largest
Design Centre and Specialty Mall for interiors and exteriors. This 5, 50, 000 sq.ft. Project
is located near the hear of Pune and is home to 52 product and service categories in
interiors and exteriors.

DFPCL has a chemical storage terminal at Jawaharlal Nehru Port Trust (JNPT) to
provide support to its logistics management system and ensure a window to the world
trade in chemicals. It is in the process of adding new storage facilities for Ammonia,
Methanol and other products. The company also leases port storage capacities at Bombay
Port Trust and Vishakhapatnam.

DFPCL's business can be broadly categorized into: -

1. Chemicals
2. Agribusiness
3. Specialty Retailing

Chemicals: This division of DFPCL manufactures Methanol, various grades of Nitric

Acid and Ammonia. DFPCL is one of the largest producers of Methanol in India, which
in turn is used to manufacture drugs, pharmaceuticals, DMT, pesticides, methylamines,
formaldehyde, etc. DFPCL is also one of the largest manufactures various concentrations
of Nitric Acid (60%, 68%, 72% and 98%). Ammonium Nitrate: The explosives division
manufactures Low Density Ammonium Nitrate, which is used for making Ammonium
Nitrate-fuel oil (ANFO), blasting agents and also emulsified ANFO (HANFO). DFPCL is
the largest manufacturer of ammonium nitrate in India (capacity expanded to 100.000
TPA in September 2002), and the only one making prilled Ammonium Nitrate (AN).

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Their products are used for open cast mining, underground metalliferrous mining and
construction Industry...

Agribusiness: This division of DFPCL manufactures 23:23:0 prilled Nitro phosphate

fertilisers under the brand name Mahadhan. DFPCL markets Mahadhan through a
network of over 1000 dealers. Thanks to the company's rigorous adherence to quality,
Mahadhan is one of most widely accepted fertiliser brands in India...

Specialty Retailing:

Ishanya: Ishanya is India's first International Design Centre and Speciality Mall - a
centre for excellence in space design and the one-stop shop for interior and exterior
products.

• For architects and interior designers, Ishanya is a platform

to showcase their art, craft and vision to a targeted and discerning
audience.
• For manufacturers and retailers of interior and exterior
products, it's the perfect marketplace to make the most of India's
real estate and construction boom. For homeowners, corporate
shoppers and visitors, Ishanya will provide the ultimate experience
in shopping for the home.

Future Prospects: DFPCL will continue to make deeper inroads into value-added
chemicals, agro inputs and related services and specialty retailing.

• DFPCL plans to leverage its well-knit marketing and

distribution network in chemicals and fertiliser industry to provide
value-added services to their customers for sourcing raw materials
and assisting them in exporting their products. The chemical
storage and drumming facilities at Jawaharlal Nehru Port (JNPT)
near Bombay will provide further value-added services.
• We are now executing two projects—an Ammonia storage
facility at JNPT and a 300 MTPA AN manufacturing facility at
Paradip in Orissa on the East Coast of India

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 • Deeper in-roads into agro-inputs and services markets are
on the drawing board, including the MAHADHAN Agriculture
Research Centre (MARC), which will serve to partner with
farmers, providing education, training and ensuring that they
achieve the best performance. The Mahadhan Saarrthie initiative is
being quickly expanded across Maharashtra.

Dreams of visionary minds and planned strategy by professional managers will give
shape to an exciting future at DFPCL

ABOUT PRODUCTS:-
INDUSTRIAL CHEMICALS

Deepak Fertilisers and Petrochemicals Limited is one of the leading producers of

industrial chemicals like Ammonia, Methanol, various grades of Nitric Acid, Iso Propyl
Alcohol, liquid Carbon Dioxide and Hydrogen in India.

Products
The industrial chemical products manufactured by the Company at their state-of-the-art
plants meet international quality standards and have been well-received in the domestic
and international markets:

• Methanol
• Nitric Acid
• Liquid Carbon Dioxide
• Isopropyl Alcohol

AGRIBUSINESS

The Agri-Inputs Marketing division of DFPCL has a vast and growing network across
rural India through which we distribute our bulk fertilisers.

We are one of the largest manufactures of Nitro Phosphate in India with an installed
capacity of 230,000 MT per year at Taloja near Mumbai. We manufacture 23:23:0 prilled
Nitro Phosphate fertiliser containing nitrogen in, nitrate and ammoniacal forms as well as
very high water soluble phosphates.

We also trade fertilisers, but all of our fertilisers are sold under the brand name
"MAHADHAN", which has become one of the best known brands in our sphere of
influence. Our marketing focus is primarily in the states of Maharashtra, Andhra Pradesh,
Karnataka, Gujarat, Madhya Pradesh, Uttar Pradesh, West Bengal, Punjab, & Haryana.

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DFPCL has a two-tier marketing network. First, it has developed its own dealership
network consisting of over 1000 dealers, thus ensuring doorstep delivery when needed.
Secondly, it relies on an institutional network i.e. sugar co-operatives, which in turn sell
MAHADHAN products to shareholders or farmers. We also have strategic tie-ups with
various Marketing Federations like Fertilisers Co-operation of India, Duncans, etc.

Products of the Agri-Inputs Marketing Division

Complex Fertiliser (23:23:0)

• MAHADHAN Power: This is manufactured by DFPCL and is the only

four-in-one fertiliser.

• MAHADHAN Chetak: This traded DAP fertiliser is the highest-nutrient

content fertiliser.

Potassic Fertiliser

• MAHADHAN Potash: This traded MOP fertiliser helps in quality

improvement in crops.

Mixture Fertiliser

• Bhoodhan: This traded fertiliser mixture is easy for application due to

bigger and bolder granular size.

Speciality Fertiliser
• MAHADHAN Kranti

• MAHADHAN Amruta

• MAHADHAN Bensulf

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RECOGNITION & AWARDS
Deepak Fertilisers and Petrochemicals' (and the Deepak group's) unwavering
commitment to quality, safety and community development is reflected by the numerous
awards we have received. A few of these awards recognizing DFPCL are listed below:

British Safety Council Award

The British Safety Council Award is awarded annually to organizations that

have attained high health and safety standards. The awards are judged by
comparing safety records (including accident rates) with others in the same
industry.

The award has been conferred upon DFPCL for the third consecutive year
(2000-2001) for their expertise and effort in maintaining a good record on
health and safety in the plant.

Environment, Agriculture and Rural Development Award

This award is for outstanding contribution in the field of:

• Control of air and water pollution in industry

• Rural development for the benefit of the poorer sections of the people
• Agriculture for highest productivity of a crop

The Indian Merchants' Chamber has conferred its 'environment, agriculture and rural
development' award for 2001 to Deepak Fertilisers.

The award decided by the trustees of the Chamber's 'diamond jubilee endowment trust',
was given to DFPCL for "its outstanding contribution to promoting the growth of India's
rural economy".

The area of study was - Women's Dairy Co-operative and Self Help Groups (Savings and
Credit Society). Both these rural development programs were recognized. The award
ceremony was organized in Mumbai on 02 May, 2002.

Annual Fertilisers Association of India (FAI) Honour

The Fertiliser Association of India awards are given to provide incentives for high quality
fundamental or applied research amongst the Indian scientists in the field of Fertiliser
Use Research.

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National Safety Council of India Safety Awards - 2000

National Safety Council of India declared DFPCL the winner of the Prashansa Puraskar
for developing and implementing very effective Occupational Safety and Health
Management Systems and Procedures and achieving very good performance.
National Safety Council of India is a member of the Asia-Pacific Occupational Safety
and Health Organization (APOSHO) is an international body composed of non-profit
professional organizations devoted to the prevention of occupational accidents and
diseases.

BRIEF ACCOUNT ABOUT PRODUCT

BENSULF

INTRODUCTION:

 Sulphur (S) is one of the 16 nutrient elements required for growth and
development of all plants.

 Sulphur is available in different forms and changes from one to another form
in agricultural systems.

 It is now considered the fourth major plant nutrient, after nitrogen, phosphorus
and potassium.

 Crops in general require as much Sulphur as they require phosphorus.

 It resembles N in many functions in the plant and Pin the amount taken up by
plants.

 High yields of good quality produce become possible when crops have access
to optimum amounts of Sulphur.

 Sulphur deficiency is not always easy to identify in growing plants.

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  Significant yield depressions occur without the visual deficiency symptoms
appearing.

 In India S deficiency has been noted in about 90 districts representing 23-30

million hectare of crop land and it is now estimated that nearly 30% of
cropped areas in India are affected.

 In Maharashtra Ahmednagar, Raigad, Ratnagiri, Pune, Kolhapur, Nanded,

Parbhani, Osmanabad, Dhule, and Buldhana are recognized as S deficient
districts.

 In Karnataka, Mandya, Chikmangalur, Shimoga, Chitradurga, Dharwad,

Hassan, Mangalore, Part of Belgaum,Bijapur, and Davangere are found to be
deficient in Sulphur

ROLE OF SULPHUR:

 Sulphur plays a key role in most metabolic functions in the plants growth
cycle resulting in optimized crop production.

 It is an essential constituent of three aminoacids cystine, cysteine and

methionine, therefore vital for protein production.

 It is necessary for chlorophyll formation. Chloroplasts will decompose if

Sulphur is lacking.

 Helps in synthesis of vitamins and oils.

 Promotes nodulation for biological N fixation in legumes.

 It is important for seed production and seed development.

 Increases the efficiency of Nitrogen and uptake of Phosphorous.

 Sulphur containing enzymes are also involved in the reduction of nitrate

accumulation in forage crops.

 It promotes structural properties of plant substances, which provide cold

resistance to the plants.

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 BENEFITS OF MAHADHAN BENSULF

Bensulf helps in many ways in improving the crop quality and yield:

 Increase in chlorophyll formation and photosynthesis

 Increase in protein content in pulses and legumes.

 Increase in oil yield.

 Increase in ascorbic acid content in fruit crops.

 Increase in total soluble solids in fruit crops.

 Increase in tea quality and yield.

 Increase pungency of onion and garlic, thereby keeping quality.

 Increase in cane yield and sugar content in sugarcane.

 Improves the pH of soils and increases the availability of P, Zn, Fe, Mn and B.

 Helps to reclaim the saline-alkali soils when applied at higher doses.

Mahadhan Bensulf and different crops:

Categories
• Cash crops => Sugarcane, Cotton, Turmeric
• Plantation crops => Coffee, Tea, Areca nut
• Vegetables => Chillies, Okra, Onion, Tomato, Garlic
• Field crops => Soybean, Groundnut, Wheat

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APPLICATION OF MAHADHAN-BENSULF TO DIFFERENT CROPS:

Mahadhan
Crop Bensulf
(kg/ acre)

Wheat, maize, paddy, pea, red gram, 15-20

Chickpea and other cereals and pulses

Potato, onion, garlic, turmeric, ginger etc. 20-25

tomato, cabbage, cauliflower, turnip, chilli, 15-20
strawberry, tobacco and cotton
Sunflower, groundnut, mustard, soybean, 15-20
castor, sesamum
Capsicum, okra, bitter gourd, brinjal and 10-15
leafy vegetables
Sugarcane, banana, grape, citrus, papaya 30-35
Tea 15-20

Coffee arabica 10
Robusta 15
( g/ plant)

Mango, coconut, sapota and other widely 150-200

spaced perennial fruit crops.

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 Amruta
• Mahadhan Amruta is set of water soluble fertilisers containing NPK along with
permitted trace elements which can be delivered to plants through micro-irrigation
systems viz., Drip and Sprinkler.

• These fertilisers are chemically refined, free flowing, easy to apply by foliar
application at a desired concentration.

• Different ranges of Mahadhan Amruta are available NPK, NP, NK and PK

combination of nutrients which will facilitate to prepare different fertigation as
well as foliar application schedules as required.

SALIENT FEATURES OF MAHADHAN AMRUTA:

• Completely soluble in irrigation water

• Regular flow of both water and nutrients
• Can be directly applied to the root zone.
• Save in nutrients by 35-40%
• Acidic in nature, no blocking of drip system
• Free from harmful salts
• Versatile utility for fertigation, foliar and side dressing.
• Save in time and labour.
• Ensures balanced nutrition
• Improves yield and quality of crop.

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 MAHADHAN AMRUTA AVAILABLE RANGES:

MAHADHAN CHARACTERISTICS FEATUTES

ANRUTA
GRADES
19:19:19 • Starter grade containing all the three forms of
Nitrogen viz., Amide(NH2), Ammoniacal (NH4),
Nitrate(NO3)
• Useful for the early bud bursting and rejuvenation
of the vegetative growth.
12:61:00 • Monoammonium phosphate, with low Nitrogen in
Ammoniacal form and rich in water soluble
phosphorous.
• Useful for fresh root growth and fast vegetative
growth.
• Useful for proper growth of reproductive parts
and fertilization.
16:08:24 • Mixed grade with 2:1:3 NPK ratio.
• Useful at early fruit formation and fruit
development stage where the NPK requirement is
in parabolic condition.
00:52:34 • Monopotassium phosphate, rich in phosphorous
and potash.
• Used for proper ripening and attractive colour
formation of rind in Pomegranate.
13:00:45 • Potassium Nitrate, with low nitrate Nitrogen and
high water soluble Potash.
• Helps in assimilate translocation and sugar
formation.
00:00:51+18 • Potassium sulphate enriched with Sulphur in
available form.
• Suitable for application once the crop reaches
physiological maturity
• Useful for proper ripening.

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APPLICATION OF MAHADHAN AMRUTA TO CROPS:
Application rate of Mahadhan Amruta for different crops varies and also their fertigation
schedule.

FERTIGATION SCHEDULE FOR HYBRID TOMATO:

Crop Growth Stage Total Mahadhan Rate of Total
Period Amruta Application Quantity
(weeks) (Kg/week/acre) (Kg/acre)
1-3 weeks after 3 19:19:19 8.0 24
transplanting 12:61:00 4.0 12

4-8 weeks after 5 12:61:00 10.0 50

transplanting Urea 10.0 50

9-13 weeks after 5 13:0045 10.0 50

transplanting Urea 4.0 20

14-16 weeks after 3 0:00:50+18 10.0 30

transplanting

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 KRANTI

CROP SPECIFIC BLENDS OF MICRONUTRIENTS

 Plant needs at least sixteen essential nutrient elements for proper growth and
development.

 The nutrient elements which require in large quantities are referred as primary
nutrients such as N, P and K.

 While other nutrients are required in small and very small quantities which are
referred as secondary (Ca, Mg and S) and micronutrients (Fe, Mn, Zn, Cu, B, Mo
and Cl) respectively.

 Among the sixteen essential nutrient elements C, H and O are available free from
air and water.

 While N, P and K are mostly supplied through the bulk fertilisers such as Urea,
SSP, DAP and MOP and other complex fertilisers such as 10:26:26, 23:23:00,
15:15:15, 20:20:00 etc.

 Whereas the remaining nutrients viz., Fe, Zn, Mn, Cu, B, Mo and Cl which are
required in small and very small quantities are to be specially supplied in order to
nourish the plant properly.

 The quantity of these nutrients varies from each other as per crop and soil type.

 In Maharashtra and Karnataka agricultural crops can be broadly categorized as

Fruit crops, Vegetable crops, and Sugarcane and Field crops.

 These crops are highly sensitive to the availability of micronutrients and requires
in different proportions.

 MAHADHAN KRANTI supplies micronutrients in balanced proportion to

different crops.

28
• MAHADHAN KRANTI - For Sugarcane

 In Maharashtra, sugarcane is largely grown on calcareous soil where lime induced

Fe and Zn deficiency is a recurring problem.

 Sugarcane requires Fe, Zn and Mn on large quantity for the healthy growth and
higher yield.

 Mahadhan Kranti for sugarcane supplies Fe, Zn and Mn on large quantity.

 Enriched with Magnesium (3.0% MgO) to ensure good vegetative growth.

 Ensures thicker stalks and elongated internodes.

 Helps to prevent internal browning.

 Avoids pith formation and hollowness of internodes.

 Nutritional composition of Mahadhan Kranti for sugarcane:

Nutrient Zn Fe Mn Cu B MgO N

(%) 5.0 5.0 1.0 0.5 1.0 3.0 1.0

• MAHADHAN KRANTI - For Fruit Crops

 Fruit crops are highly sensitive to the deficiency of Zn, B, Fe and Magnesium.

 Mahadhan Kranti for fruit crops is a Magnesium based micronutrients fertilizer.

 Enriched with additional Boron (2.0%)

 Ensures proper fertilization and fruit set.

 Prevents flower and fruit drops.

29
  Increases the T.S.S. in fruits.

 Prevents premature cracking of fruits and hairline splitting of berries.

 Increases the yield and quality of the final produce.

Nutritional composition of Mahadhan Kranti for Fruit Crops:

Nutrient Zn Fe Mn Cu B MgO N

(%) 5.0 3.0 1.0 0.5 2.0 5.0 1.0

• Mahadhan Kranti – For Vegetable Crops

 Ensures balanced nutrient supply for vegetable crops.

 Enriched with Magnesium(3.0%MgO)

 Extra Iron (4.0% Fe) to sustain good vegetative growth.

 Improves flower formation and root growth.

 Increases the yield and quality.

Nutritional composition Mahadhan Kranti for vegetable crops:

Nutrient Zn Fe Mn Cu B MgO N

(%) 5.0 4.0 1.0 0.5 1.0 3.0 2.0

• MAHADHAN KRANTI – For Field Crops

 Most suited for calcareous soil with high range of pH (8.0 to 8.5)

 Increases the availability of N, P and K.

30
  Prevents little leaf in pulses and oilseeds.

 Prevents general chlorosis in pulses, oilseeds.

 Supplies balanced nutrition throughout crop cycle.

Nutritional composition of Mahadhan Kranti for field crops:

Nutrient Zn Fe Mn Cu B MgO N

(%) 5.0 2.0 1.0 0.5 1.0 ---- 1.0

APPLICATION OF MAHADHAN KRANTI ON CROPS:

CROP Mahadhan Kranti

(Kg/ acre)

Sugarcane 30 Kg

Banana 30 Kg

Grapes 40 Kg

Grapes 20 Kg

Cotton 20 Kg

Pomegranate 25-30 Kg

Rice 10-15 Kg

31
PROMOTION AND MARKETING DETAILS:-
• DFPCL promotion programme focuses on enhancing brand image
• Press publicity is extensively used to spread company’s message to customers.
• Field publicity likes wall paintings, Village indication Boards etc. were
extensively used.
• Calendars in different regional languages were published, which are wide appeal
to the customers.

• Conducting the field demonstrations of Speciality fertilisers at villages which are

having large population.
• Marketing of Speciality fertilizers requires extensive grass root level working
through extension workers / agriculture graduates as it is new concept. Marketing
team need to be trained in this field.

LIST OF PROGRAMMES CONDUCTED FOR PROMOTION:

Following programmes conducted by DFPCL for publicity and promotion:
1. Bazaar Day
2. Crash Sales Programme
3. Farmer Training Programme
4. Organised Farmer Meeting
5. Crop Seminar.

32
 1. BAZAR DAY:

Objective:

To create an awareness for Mahadhan products especially Mahadhan Power.

METHODOLOGY:

Bazaar day should be conducted on a Bazaar day of the village/talukas place.

1. Select a potential village/ talukas place, where weekly bazaar takes
place.
2. Decorated hired auto/suitable vehicle with our publicity material such as
banners, posters etc, along with P.A. system can make several rounds of the
bazaar to generate public attention.(After taking prior permission from the
concerned local authorities).Audio cassette/ jingle regarding our product
should be played during the activity. Involve local dealer/sub dealer. With their
help a small table should be organized for display of our products at a prominent
spot where maximum farmers can be contacted. Literatures should be
distributed.
3. Invariably product samples must be carried to show to the prospective
customers.
4. Answer to any of the farmer’s queries should be provided on the spot or directed
to H.O for further clarification.
5. Many innovative ideas can be used, taking into consideration the local
conditions, within the available budget.

2. CRASH SALES PROGRAMME:

Objective:

To create brand recall in the minds of farmers towards Mahadhan products, and induce
them to purchase Mahadhan fertilizers.

Planning:

Planning of Crash Sales Programme should be done by SE at A.O. level in consultation

with Area Manager well in advance, taking in to account sales plans.

33
Prior publicity of activity in selected villages should be made through
dealers/societies/gram panchayats etc and ensured that the venue and timing of
programme is displayed on the notice boards in village premises in advance.
Crash Sales Programme should be conducted 4 to 5 days before start of actual selling
season.

Methodology:

For conducting Crash Sales Programme a team consisting of SE and technical assistants
will tour around the selected villages/talukas in an audio-visual van/jeep, fully decorated
with public address system and supported by product and crop specific literatures, cheap
handouts etc. The team will contact group of farmers, opinion leaders, co-operative
societies, and fertilizer dealers etc. to apprise them of our campaign.
Involvement of dealers/sub dealers or their representatives should be ensured as a part of
the team.
The team will also impart information regarding our product and its salient features. They
will distribute leaflets/crop literatures giving information on product, its USP’s etc in
order to convince the farmers about our product’s strength. Mass postering field will be
undertaken by the technical/ field assistants while the group meetings are in progress.
Proper explanation about fertilizers doses should be given

to the farmers for the type of crop which they are going to take. The programme should,
create favorable impact in the minds of the farmers, societies/ dealers regarding the
product so that they would be interested in purchasing it. The team will also estimate the
demand for Power from each village/town which is likely to come through from co-
operative societies/dealer.
Field visit may be organized on the demo. Plots wherever possible.

Monitoring:

The crash sales programme being one of the most important activity should be monitored
by Area Managers/ Market development group at H.O. for further action on the feed back
received from concerned CSP team.

Action Plan:

1. Everyday should be divided into 3 major sessions,

Morning session: Organized farmer meeting should be conducted in one of the potential
villages.
Afternoon session: Field visits, mass postering, farmer contacts, spot meetings in near by
important villages.
Evening session: Organized farmer meeting followed by film show in
potential villages.

34
Reporting:

A report (through ASM) should be sent to HO in the prescribed format given in the
annexure.

3. FARMER TRAINING PROGRAMME

BACKGROUND:

In order to provide support to our Mahadhan Mitra (franchisee dealer), Mahadhan club is
formed for their affiliated farmers.

OBJECTIVE:

To impart knowledge on latest developments in agriculture to Mahadhan Club members.

This should be specifically in relation to crops and soils of the area.
To promote Mahadhan products.

METHODOLOGY:

1. FTP should be planned in advance.

2. Mahadhan mitras should be informed about FTP in advance.
3. Farmers of Mahadhan club members should be invited through invitation cards /
Mahadhan mitras.
4. Participation from MDA group of H.O is a must and should be ensured.
5. Topics should be selected in consultation with Mahadhan Mitra/MDA
group/ASM as per local requirement.
6. Local agricultural scientist/expert, who has good standing among the farmers of
that area, should be invited to deliberate on the selected topics.
7. Programme duration should be between 2-3 hours.
8. Farmer who had used Mahadhan “POWER” should be encouraged for sharing his
experience.
9. Arrangement pf TV/DVD for screening of films, OHP/ writing board should be
made wherever possible.

35
 4. ORGANISED FARMERS MEETING:

OBJECTIVE:

1. To one to one relationship with farmers.

2. To provide latest technology to the farmers.

3. To create awareness for Mahadhan Products especially Mahadhan Power.

METHODOLOGY:

Depending upon the crop season, off take of fertilizers, organised farmers meeting should
be conducted in potential villages where scope for sale of Mahadhan Products exists.

The Organised farmer meeting should be carried out as follows:

1. Meeting should be planned well in advance. Proper announcement of venue and

time should be made through invitation cards, public information boards in
village.
2. Meeting should be preferably organized in evening time.
3. Select any suitable location such as village panchayats office/ Co-op. Society,
house of prominent opinion leader etc. Invite local officials, opinion leader
Mahadhan dealer etc. personally for the meeting. Provide information regarding
our company, Products and services.
4. Highlight the importance of balanced use of fertilizers, soil testing, use of hybrid
seeds, and improved cultivation practices for the important crops grown in that
area. Relevant crop literature should be distributed during the meeting.
5. Invariably product samples must be carried to show to the prospective
customers.
6. Video film show of the company’s products should be screened to educate the
farmers about their importance in crop production.

7. The dates of farmers meeting should be communicated in advance to ensure

participation from MD group from H.O
8. The ASM wherever possible should involve himself in participating in Organised
Farmer Meeting to create an impact.

36
 9. Farmer who has used Mahadhan power should be identified as a spokesperson to
deliberate his experiences.
10. Proper publicity of the programme preferably with photographs should be given
in the local newspapers to create an impact.
11. Report to be sent in the prescribed format.

5. Crop Seminar

Objective:

To disseminate knowledge about latest scientific practice pertaining to prominent crop in

the area.
To generate the demand for Mahadhan product.

Methodology:

1. Identification of a prominent crop, which potential for consumption of our

fertilizers.
2. Identification of suitable location which would be convenient for farmers of
surrounding area to gather.
3. Identification of experts/faculty (Agri. Universities/ Deptt. of Agri/ Central
research stations etc.) and their suitable date to be done in consultation with H.O.
Token gift/ honorarium should be given to faculty/expert.
4. Publicity of the programme should be done well in advance through invitation
cards/ news papers etc.
5. Involvement of dealers/ sub dealers/ cooperatives for proper effectiveness.

6. After inauguration and welcome speech by SE, ASM will speak about the
company’s products, and various other market development activities undertaken
by the company.
7. Expert’s deliberations will follow after the above.
8. Experience sharing by opinion leaders/Mahadhan users should be a part of the
programme.
9. More time should be provided for question answer session, where large
interactions are likely to take place. Farmers should be encouraged to ask
questions related to their problems/crop.
10. Participation from H.O. should ensure in the Crop Seminar.
11. Crop Seminar venue should be decorated with product specific advertising
material by erecting a small stall.
12. Extensive postering should be done on the site of Crop Seminar venue.
13. If possible a quiz session should be organized with prior intimation to the farmers
present on occasion in order to keep alive the interest of the farmers during the
course of the programme, and winners should be suitably rewarded.

37
 14. Complete report with photographs should be prepared and sent to H.O. in
prescribed format.

DATA ANALYSIS & INTERPRETATION

38
TODAY’S MARKET (MAHARASHTRA)
For Mahadhan Amruta:-
Mahadhan Amruta and its different grades (19:19:19 / 13:0:45 / 0:52:32 / 12:61:00/
0:0:50) 100% water soluble fertilizers sold in Maharashtra. The list of the competitors
importing & trading similar type of product with the grades 19:19:19, 0:52:34, 20:20:0,
13:0:45, 12:61:0 and 0:0:50.are listed below.

FOLLOWING AGENCIES ARE IN THE MARKET WITH BRAND NAMES

AND PRODUCT RANGES
SL.No. Agencies Brand Name Range of Products
1 Shrine Agro Chem. (Ranade) Nelfmel 20:20:20 / 6:12:36 /
13:0:45 / 13:40:13
2 Nagarjun Fertilizers Polifeed – Multik 19:19:19 / 13:0:46
3 E.P.C.irrigation (Garuda) Richfield 13:0:45 / 20:10:10 /
19:19:19 / 12:61:0 /
1:51:32 / 13:0:45 / 0:0:50
4 RCF Sujala 19:19:19

5 Solufield Plant Products & Solufield 12:61:0 / 13:0:46 / 0:52:34

Services. Pvt. / 0:0:50
6 Vardhaman F & S Nitrophos K 19:19:19
7 Ever Green Micronutrients (Agro Kwick Fertilizers 19:19:19
Max)

39
PRICE STRUCTURE OF AGENCIES

Grades Agencies Packing MRP Distributors Sub-

(Kg) (Rs) Price(Rs) Dealers
Price (Rs)
00:00:50 Mahadhan 25 750 725
19:19:19 Mahadhan 25 1100 1045
12:00:61 Mahadhan 25 1225 1175
13:00:45 Mahadhan 25 900 865
00:52:34 Mahadhan 25 1700 1635
19:19:19 Rallis 1 90 72 90
13:00:45 Rallis 1 95 75 95
20:20:20 Rallis 25 850 750
1 135 110 130
12:61:00 Rallis 25 1250 1150
00:00:50 Rallis 25 725 625
00:52:34 Rallis 25 1875 1575
19:19:19 EPC 1 110 90
12:61:00 EPC 1 110 87
19:19:19 Nagarjun 25 1000 962
12:61:00 Nagarjun 25 1150 1013
13:00:45 Nagarjun 25 750 675
00:00:50 Nagarjun 25 650 598
19:19:19 RCF 1 110 78
25 1190 1050 1130

40
FOR MAHADHAN BENSULF:
Following agencies are in the market with brand names and price structure:
Agencies Brand Name Packing(Kg) MRP(Rs)
Koromandal fertilisers Godavari 10 310
RCF Sulphur 10 320
Deepak fert. & Petro.corp. Mahadhan-Bensulf 10 330
Syngenta Thiowet 5 150
Kisan Sulphur 5 160
Excel Crop Sceience sulfex 1 60

FOR MAHADHAN KRANTI:

Following are agencies in the market with brand names and price structure:
Agencies Brand Name Packing(Kg) MRP(Rs)
Karnataka agro Multiplex 10 370
Purva chemicals DG mix 10 300
Ranade agro Boracol 10 410
Deepak ferti. & Mahadhan Kranti 10 315
petro.corp.

41
Used Speciality fertilizer in farm?
Sample size: 150 farmers.

Use of Specialty Quantity Percentage

fertilizer
Yes 29 19.33

No 121 80.67

Interpretation: -
From the above observation it is clear that many of the farmers are not
well known to Speciality fertilizer, so considering the above data there is great
scope by making farmers aware about the product and brand through advertising
media.

42
Reasons for not use of Speciality fertilizer: -

Reasons for not use of Qua Percen

water soluble fertilizer ntity tage
Do not know about it 109 72.66
Is not available in the 3 2
market
Not required by the crop 5 3.33
Using Speciality fertilizer 33 22

Interpretation: -

43
 Through the above figure it is clear that many of the farmers are not well
related or know about the product and its use so by conducting Promotional
campaigns and conducting demonstration they might get known to it in response
to get good results.

Brand of Speciality fertilizers in use.

Brand Quantity Percentage

Rich Field 2 1.33
Nagarjuna 7 4.66
Deepak Fertilizer 12 8
RCF 9 6
Other 0 0
Not use of Speciality 120 80
fertilizer

Interpretation: -

44
 Above figure mostly indicates that many of the farmers are not knowing
about the brands Mahadhan Kranti, Amruta, Bensulf so considering the above
result there is much need of a company to carry advertising campaigns through
media and other mean to make the product most popular.

Satisfied with the result of using it?

Satisfaction about Quantity Percentage

brand
Fully satisfied 29 19.33
Not satisfied 0 0
No comments 1 0.66
Not use of water 120 80
soluble fertilizer

Interpretation: -

45
 It is seen from the table that 80% of the farmers are not using Speciality
fertilizer, considering this amount there is need for a company to conduct
promotional activity on village level for awareness of the product.

Awareness about Mahadhan Amruta, Kranti, Bensulf.

Awareness Quantity Percentage

Yes 27 18

No 123 82

Interpretation: From the above table it is clear that farmers are least aware about the
product so there is need of promotion.

46
47
Knowing producer of Mahadhan Amruta, Kranti and Bensulf.

Knowing producer of Qua Percenta

Amruta, Kranti, ntity ge
Bensulf
Yes 23 15.33

No 4 2.66

Not heard name of 123 82

Amruta, kranti, bensulf

known to Mahadhan Amruta, Kranti, Bensulf

140
120 Yes

100
80 No
60
40
Not heard name of
20 Amruta, kranti,
0 bensulf
Quantity Percentage

Interpretation: -
From the above table it is clear that farmers are least aware of the
products, in response of their awareness promotional tool is the only way to be
considered.

48
 Use of Mahadhan Amruta, Kranti, Bensulf by farmers

Use of Amruta, Quantity Percentage

Kranti, Bensulf
Yes 11 7.34
No 139 92.66

160
139
140
120
100 92.66
Yes
80
No
60
40
20 11 7.34
0
Quantity Percentage

Interpretation: -
From the above observation it is clear that use of products is considerably
very low because of many of the farmers are unknown to the product and its use.
So there is vast scope in making farmers aware of its use.

Satisfied with use of Mahadhan Amruta, Kranti and Bensulf.

Satisfaction to Quantity Percentage

use
Yes 11 7.34

49
 No 139 92.66

Percentage

No
Yes

Quantity

0 50 100 150

Interpretation: -
From the above observation you can see that the total number of farmers
who have used the products, those all are satisfied with its result so by
promotional activity and making the farmers aware they can increase their market.

Media prefer by farmer to obtaining information

Information. Source Quantity Percentage

TV 26 17.33
Radio 0 0
News paper 50 33.33

50
 Magazines 2 1.33
From influential 34 22.66
farmers
Hoardings 0 0
From fertilizer dealer 38 25.33
From fertilizer 0 0
company
representatives
From Agri 0 0
University
From Agriculture 0 0
Dept.

From Agriculture INFORMETION S OURCE TV

From Agri
Dept. From fertilizer
University
0%
From fertilizer company
0% TV
dealer representatives
17%
25% 0%
Radio
0% Radio
Hoardings
0%

New s paper
From influential
Magazines 34%
farmers
New s paper
23% 1%

Interpretation: -
Magazines
From the above figure many of the farmers are involve in using that is
about 33.33% farmers read newspaper so newspaper is the main media for
advertising in making farmers aware about product.
From
influential
Knowing about Magazines
farmers

Hoardings
Knowing about Shetkari Quantity Percentage

Mitra
Yes 23 15.34
From
51 fertilizer
dealer
 No 127 84.66

140

120
100

80 Yes
60 No

40

20

0
Quantity Percentage

Interpretation: -
From the above figure many of the farmers are not aware of DFPCL’s
Shetkari Mitra so awareness about Shetkari Mitra is must in Satara district.

52
View about Shetkari Mitra

Farmers no. Percentage (%)

If Yes How is it? (Out of 150)
Very useful 130 86.96
Its ok 20 13.04
Not useful 0 0

Percentage
(%)

Not useful
Its ok
Very useful
Farmers no.
(Out of 150)

0 50 100 150

Interpretation: -
The table above shows about the importance of Shetkari Mitra so it is
clear that many farmers reading Shetkari Mitra Says more about its importance
and useful ness.

53
VIEW ABOUT PRODUCTS:
FARMERS’ VIEWS :

When we personally discussed with the progressive farmers, they have informed that M/s
DFPCL, should introduce the solid Speciality fertilizers with multiple grades as the plants
requires different grades at each stage (as mentioned above) at reasonable rates.
These farmers are getting guidelines from the dealers and representatives of some
agencies for application of Speciality fertilizers. Farmers are using the drip fertilizers for
crops as per the leaflets.
The crop response and other benefits by using drip fertilizers are:

 Yield is increased by 10 to 25%.

 It is 100% soluble in water.

 It saves labour charges.

 It is easy to apply by drip and spray.

 It maintains PH of the soil and water.

 It improves quality and size of fruits.

 There is less leaching.

 There is no loss of nutrients.

54
 DEALERS VIEWS :
At present dealers are selling all range of products through their retailers in the blocks.
They would welcome the new products if DFPCL manufacture different grades and sell
at reasonable rates. Big farmers are using the products for cash crops with the help of drip
irrigation. There is a good prospect for the new products in future as it saves water and
fertilizers too. The following points need to be taken in to consideration.
 M/s Deepak fertilisers Ltd should introduce the solid soluble NPK
fertilizers with multiple grades as the plant requires different grades at
each stage (as mentioned above).

 Distribution of the products / different grades should match to the

cropping pattern, stage of the crops and market potentiality.

 The supply should be in time with a gestation period not more than 3 to 4
days as the other agencies were failed to do the same.

 The products require a lot of publicity and promotion to create awareness

among the farmers.
The dealers are selling fertilizers in 1kg, 2kg, 5kg, 25kg, and 50kg, packs as per the
requirement of the crops. The total quantity and grades are recommended by the
agencies through leaflets. Some agencies have shown the results of the crops by
conducting demonstration in the farmer’s fields.

AGRICULTURE DEPT’S VIEWS :

As per the department of agriculture, consumption of Speciality fertilizers is
increasing every year because results are excellent. There is a lots scope to increase
the consumption of the same only through educating the farmers. As per the records
of the Dept. of Agriculture. Total consumption of solid soluble fertilizers in
Maharashtra state is 9930T and most selling grade is 19:19:19 contributing 50% of
the consumption followed by 0:52:34 and 12:61:00.

55
FINDINGS

• Opportunity to promote speciality fertilizer is about 80% .

• Promotion of Mahadhan Amruta, Kranti and Bensulf can create considerable

significance to make awareness about them.

• Knowledge about ( Brand) producer of above product can be used as a

promotional tool.

• Follow-up to farmers who are already using the products is poor(about 70%) so
need to be improved percentage of satisfied customer.

• Use of dealer, newspaper and references of influenced farmers occupies major

area of promotion(about 90%) so can be used as effective mode of promotion.

• Magazine ( Shetkari Mitra) is not been promoted effectively (85%) dispite of

having great influence on farmers(86%).

56
SUGGESTIONS
1. Need of advertisement on TV (At the appropriate time i.e. in between the Marathi

news).

2. Paper like Sakal, Lokmat, and Agro- One etc.-advertisement should be quarter page

and colored one so that visibility will be good.

3. Road shows on weekly Bazaar.

4. Conduct product campaign with the help of agricultural students.

5. There should be proper packing in between 1 kg and 25 kg. It might be of 5, 10, 20 kg.

(5 kg bag should be attractive with handles carry bag type).

6. There must be proper product linking & free sampling.

7. The company should appoint at least two field representatives. At present there are no

Field representatives.

8. Dealer scheme: dealer should given incentive for the sale of Speciality fertilisers as

well as over riding commission on completion of project.

9. Consumer scheme: the farmer should be given some consumer scheme on purchase of

25 kg bag, 1 kg bag free.

10. Agro service center should be given the responsibility for sale of Speciality fertilisers.

11. Representative should be sent for product promotion before onset of the season.

12. Danglers, pamphlets, and posters should be supplied to the dealers as a publicity item.

13. Painting of DFPCL’s products on shutters of dealer shops, tractors, traitors, buses etc.

57
CONCLUSION

The very basic key attribute in fertilizer market is availability due to which, Competitors
such as RCF, NAGARJUNA, ZUARI, RICH FIELDS, MAHAFEED, and
VARDHAMAN are performing exceptionally well in Speciality fertilisers market.
Satara is a good market for complex as well as Urea and Speciality fertilisers.
For Speciality fertilizer demand is upcoming but lack of awareness is still there.
Competitors such as NAGARJUNA, RCF, MAHAFEED and RICH FIELDS are
established players. If DFPCL wants its Speciality fertilisers to be successful in this
region, it has to come up with an effective promotion policy. Though DFPCL is old name
in this area, it has to do effective publicity and promotion.

Generally farmer is ready for any branded product, if it has been promoted by dealers.
Availability is major concern for dealers, and then comes the promotion.
Mouth to mouth publicity and good will of company plays vital role in promotion in the
rural area. Wall painting, tractor and vehicle paintings are the media which create close
relations with consumers and helps in building brand name. Along with these there are
new Medias like satellite television and FM radio are spreading their reach very rapidly.
Now its time for fertilizer companies like DFPCL to use good mix of these conventional
and non conventional Medias effectively. Then only it is possible to get into this highly
competitive fertilizer market of Maharashtra especially SATRA District and introduce
new products like MAHADHAN AMRUTA, MAHADHAN KRANTI, MAHADHAN
BENSULF with multiple grades.

58
BIBLIOGRAPHY

Philip Kotler – Marketing Management.

Annual Report of Company
Internet:
http://www.deepakgroup.com/dfpcl/
www.statpac.com
www.google.com

59
QUESTIONNAIRE

NAME OF FARMER: --------------------------------------------------

VILLAGE: -------- TALUKA: ----------- Dist: ----------------------

1) Have you used Speciality fertilizers in your field?

 Yes
 No

2) If answer is no in question No. 1then why?

 We don’t know abut this
 Such fertilizers not available in market
 Crop doesn’t need of this fertilizers

3) If answer of question No.1 is yes, which company Speciality fertilizer they

use?
 Rich field
 Deepak
 Nagarjuna
 RCF

4) If yes in question No. 1 then is you satisfied with result of using it?
 Fully satisfied
 Satisfied
 Not satisfied
 Don’t Know

5) Have you ever heard about Mahadhan Kranti, Mahadhan Bensulf and
Mahadhan Amruta fertilizer?
 Yes
 No

6) If yes can you tell us the name of producer of this product?



7) Have you ever used Mahadhan Kranti or Mahadhan Amruta or Mahadhan

Bensulf in your field?
 Yes
 No

8) If answer of question No.7 is yes then are you satisfied with result?

60
  Yes
 No
9) What is your level of satisfaction with Mahadhan Amruta, Mahadhan Bensulf
and Mahadhan Kranti when you use?
 Excellent
 Very good
 Good
 Fair

10) Mahadhan Kranti, Bensulf and Amruta are the product of Mahadhan Power,
Chetak, and Bhoodhan Producer?
 Yes
 No

11) Which media do you prefer in obtaining information regarding Agriculture?

 T.V
 Radio
 Newspaper.
 Agri Related Magazines
 Developed farmers
 Hoarding
 Fertilizer dealer
 Company representative
 Agri universities
 Agri department

12) Which newspaper you preferred most?

 Sakal
 Pudhari
 Lokmat
 Lokasatta
 Other

13) Which Agri magazine you preferred?

 Bali Raja
 Shetkari
 Sheti patrika
 Shetkari Mitra

14) Have you heard about Shetkari Mitra?

 Yes
 No

15) Have you satisfied from that?

61
 Very useful
 Its ok
 Not useful

62