Use of Mobile application for promoting hybrid paddy seeds in Hazaribagh district of Jharkhand state
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Date
2018
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Publisher
Birsa Agricultural University, Ranchi, Jharkhand-6
Abstract
Sales promotion is one of the elements of the promotional mix. The primary elements
in the promotional mix are advertising, personal selling, direct marketing and publicity/public
relations. Sales promotion uses both media and non-media marketing communications for a predetermined,
limited time to increase consumer demand, stimulate market demand or improve
product availability. VNR Seeds, established in 1993 by a humble farmer Krishi Pandit Dr.
Narayanbhai Chawda, is one of the leading and most trustworthy seeds company in central India.
The company believes in creating a prosperous and knowledgeable farming community by
sharing with fellow farmers every new breakthrough in seed technology in the form of the best
quality planting material. VNR seed launched a UNNATI scheme to enhance the sales promotion
in which a mobile application (Seedtrac) has been introduced. Many other seed companies like
Bayer, Pioneer etc, also exist in the locality. It was felt necessary to know the status, scope and
prospects of VNR Seeds Company in Jharkhand. Keeping in view a study entitled “Use of
Mobile application for promoting hybrid paddy seeds in Hazaribagh district of Jharkhand
state” was done under the department of CABM in Birsa Agricultural University in Kanke,
Ranchi with a view to study the sales promotion practices of hybrid paddy seeds before coming
of mobile application (Seedtrac). To study the intervention methods involved in Seedtrac
application and to analyse the changes in sales and promotion of hybrid seeds after coming
Seedtrac application.
The survey was conducted in eight villages of Hazaribagh purposely, Barkagaon,
Saroni, Daru, Jhumra, Barkatha, Sultana, Jharpo, and Tatijhariya. The application launched by
VNR Seeds is for dealers and distributors to maintain the sales data of hybrid paddy seeds. The
process of registration of Seedtrac application was done and the total number of dealers
approached was 60 out of which 24 were registered dealers and 36 were unregistered.
Promotional campaigns were done like distribution of gifts, Paytm vouchers and holiday
packages to increase the sales through the Seedtrac application. The study further revealed that
mobile application intervention is a relatively new branch of promotion, referring to the two-way
promotional communication between company and dealers that takes place via mobile devices.
The study shows that, after coming of the Seedtrac application there was a slight increase of 5%
in the sales of hybrid paddy seeds as compared to the previous year. Due to this intervention,
awareness for mobile application was seen among the dealers of Hazaribagh district.
Description
Use of Mobile application for promoting hybrid paddy seeds in Hazaribagh district of Jharkhand state
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