MARKETING MANAGEMENT STRATEGIES OF FERTILIZER COMPANIES-A COMPARATIVE STUDY IN KOLAR DISTRICT OF KARNATAKA
Loading...
Date
2009-07-18
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
University of Agricultural Sciences GKVK, Bangalore
Abstract
The study was taken up with the major objective of assessing the market share of
different fertilizers, product range, pricing, product promotion, marketing channels,
segmentation strategies of different Fertilizer companies and problems encountered by
fertilizer distributors. The study is pertaining to Kolar district (Undivided) of Karnataka.
Both primary and secondary data were collected. The market share of fertilizers was
analysed by using seven years data. Fertilizer consumption in Kharif and Rabi season in
2001-02 was 51, 222 tonnes, the consumption increased to 57,625 tonnes in 2007-08. The
projection of nitrogenous fertilizers shows that, it may be increase from 33,452 tonnes in
2009 to 34,362 tonnes by the year 2013. Similarly, the use of phosphatic fertilizers also
shows an increasing trend. Their consumption is expected to increase from 16,469 tonnes
in 2009 to 19,002 tonnes by the year 2013. It is likely that the use of potassic fertilizers
will increase from 8,689 tonnes in 2009 to 9,581 tonnes by the year 2013. IFFCO is
having the product range of Urea, Di-ammonium phosphate, potash, Mono-ammonium
phosphate, 20:20:0, 10:26:26 and 12:32:16. Similarly MCF Ltd is having the product
range of Urea, Di-ammonium phosphate, potash and 20:20:0:13. Pricing is done by
central government. Farmers meetings are most influential source of advertisement
followed by the spot demonstrations and Calendars. The companies following three types
of marketing channels, in the first channel, the company sells the fertilizer to Cooperatives.
Afterwards, Co-operatives sell the fertilizer to the dealers, who inturn sell the
same to the farmers. In second channel, company sells the fertilizer to Co-operatives who
will directly sell it to farmers and in third channel, company sells the fertilizer to dealers
who will sell to the farmers. There is no segmentation strategy in fertilizer marketing.
The problems faced by the fertilizer dealers, 93 per cent of the respondents felt that
fertilizer shortage is the problem perceived by them.
Description
Keywords
null