vijay kumar-05103-market potential of micro nutrients

Karnataka Agro Chemicals Multiplex Fertilizers Pvt. Ltd

M.P.BIRLA INSTITUTE OF MANAGEMENT 1

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



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: Vijay Kumar KR

Place: Bangalore 05XQCM6109



PRINCIPAL’S 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 Dr. N.S. Malavalli Date: (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 Prof. K L Ramadas Date: (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 TITLE PAGE No CHAPTER 1 EXECUTIVE SUMMARY 8-9 CHAPTER 2 INTRODUCTION 10-15 -Background of the Study 11 -Industry background 12-13 -Market research- An essential Business tool 14

Problem statement 14

Research objectives 14

Need and importance of study 15

CHAPTER 3 RESEARCH METHODOLOGY 16-20

-Research Design 16 Type of research

-Sampling Technique 16 -Sample size 16

-Sample description 18

-Research Instruments 18

-Actual Collection of Data 18-19



-Conclusion 20 -Limitations of the study 20

CHAPTER 4 COMPANY & PRODUCT PROFILE 21-29 CHAPTER 5 DATA ANALYSIS AND INTERPRETATION 30-41 CHAPTER 6 FINDINGS AND CONCLUSION 42-45

- Findings 43 - Suggestions 44 - Conclusion 45

CHAPTER 7 ANNEXURE 46-49

- Bibliography 47 - Questionnaires 48-49



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, organic-fertilizers, Bio-fertilizers, Bio-pesticides and other

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.



CHAPTER 2 INTRODUCTION



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.



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



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 per-

hectare 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 all-

India 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 country’s agriculture.

o Socially: the process has made a significant contribution towards transformation

of India’s rural society from traditional to modern.

India’s 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.



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.



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.



CHAPTER 3 RESEARCH METHODOLOGY



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.



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 the need of the

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.

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 interviewee’s 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.



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.



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 else’s 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.



CHAPTER 4 COMPANY & PRODUCT PROFILE



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



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.



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



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



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



PRODUCTS OF MULTIPLEX PRIVATE LIMITED

(MICRONUTRIENTS)




(MICRONUTRIENTS)



CHAPTER 5 DATA ANALYSIS AND INTERPRETATION



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 No of respondents

Multiplex Pvt ltd 30 Aries

micronutrients 25

Zuari industries ltd

30

Multilink 20 Kaveri agri tech 25

Raniday Micronutrients 35

0

5

10

15

20

25

30

35

40

Company name

No o

f res

pond

ents

Multiplex Pvt ltd

AriesmicronutrientsZuari industries ltd

Multilink

Kaveri agri tech

RanidayMicronutrients

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.



2) Which companies brand move fastely in the market?

Table showing the movement of the company products

Company No of respondents

Multiplex Pvt ltd

25

Aries micronutrients

20


22

Multilink 15 Kaveri agri tech 16

Raniday Micronutrients 27

0

5

10

15

20

25

30

Company name

No

of re

spon

dent

s Multiplex Pvt ltd



Multilink

Kaveri agri tech

Raniday Micronutrients


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.



3) Monthly sales of multiplex products in your shop compare to other companies?

Table showing the sales of micronutrients in different companies

Company Rs(lakhs) Percentage Multiplex Pvt ltd 10 23


5 12


6 14

Multilink 4 9 Kaveri agri tech 6 14

Raniday Micronutrients 12 28

10, 23%

5, 12%

6, 14%4, 9%6, 14%

12, 28%

Multiplex Pvt ltd Aries micronutrients Zuari industries ltd

Multilink Kaveri agri tech Raniday Micronutrients


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.



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

33%

45%

22%

Yes, I promote No, I don't promote Some times I promote


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.



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

57%

43%

Yes No


Illustration: The above chart shows the sample of the respondent’s 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.



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

20, 57%10, 29%

5, 14% 0, 0%

Ten - Tw enty Tw enty-Thirty Thirty-Fourty Above Fourty


Illustration: The chart shows the sample of the respondent’s 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.



8) Which segment of farmers using the multiplex products?

Chart showing the % of farmers using the multiplex products (micronutrients)

5, 14%

10, 29%20, 57%

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.



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

71%

29%

Yes No


Illustration: The chart shows the sample of the respondent’s 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.



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.



MICRONUTRIENTS MONTHLY SALES IN BANGALORE REGION

Company Rs(lakhs) Percentage

Multiplex Pvt ltd 10 23 Aries

micronutrients 5

12 Zuari industries

ltd 6

14 Multilink 4 9

Kaveri agri tech 6 14 Raniday

Micronutrients 12 28

10, 23%

5, 12%

6, 14%4, 9%6, 14%

12, 28%

Multiplex Pvt ltd Aries micronutrientsZuari industries ltd MultilinkKaveri agri tech Raniday Micronutrients




SALES OF MICRONUTRIENTS IN KARNATAKA

Company Rs(Crores) Percentage Multiplex Pvt ltd 11 26


4 10


5 12

Multilink 4 10 Kaveri agri tech 6 14

Raniday Micronutrients 12 28

11, 26%

4, 10%

5, 12%4, 10%6, 14%

12, 28%

Multiplex Pvt ltd Aries micronutrientsZuari industries ltd MultilinkKaveri agri tech Raniday Micronutrients


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.



CHAPTER 6 FINDINGS, SUGGESTION AND

CONCLUSION



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



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



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.



CHAPTER 7 ANNEXURE



BIBLIOGRAPHY:- 1) www.multiplexgroup.com (company website)

2) www.google.com

3) Agriculture magazines (GKVK library)

4) Marketing management Philip Kotler



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 Tick company name Tick Multiplex Multilink Aries Kaveri agri tech Zuari industries ltd Raniday

Micronutrients

2) Which companies brand move very fastely in the market?

Please indicate in the appropriate boxes

Company name Tick Brand name Tick Multiplex Multilink Aries Kaveri agri tech Zuari industries ltd Raniday

Micronutrients

3) Monthly sales of multiplex products in your shop compare to other companies? Please indicate in the appropriate boxes

Company name Sales(Rs) Brand name Sales(Rs) Multiplex Multilink Aries Kaveri agri tech Zuari industries ltd Raniday

Micronutrients



4) Will you promote the multiplex product or else customers themselves ask for Multiplex product? Yes, I promote { } No, I don’t promote { } some times I promote { } 5) Is the sale of the multiplex products uniform through out the year? Yes { } No { } 6) If No, during which months sales are peak? --------------------------------------------------------------------------------------- 7) To which segment multiplex products are targeted? Small farmers { } Medium farmers { } Large farmers { } 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 { } No { } 11) If yes, what problems you usually face in selling? -----------------------------------------------------------------------------------------

vijay kumar-05103-market potential of micro nutrients

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