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A PROJECT REPORT ON

Promotional Activity of RCF Fertilizers through Print Media (RCF Sheti Patrika)
At

RASHTRIYA CHEMICALS & FERTILIZERS LTD.

Submitted By

GIRISH SHIVAJIRAO TORAWANE

PGDABM BATCH 2008-2010.

UNIVERSITY OF MUMBAIS GARWARE INSTITUTE OF CAREER EDUCATION & DEVELOPMENT

VIDYANAGARI, KALINA, SANTACRUZ (EAST), MUMBAI 400098.

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DECLARATION
I hereby declare that this project report entitled Promotional Activities of RCF Fertilizers through Print Media (RCF Sheti Patrika) is a record of bonafide work done by me during the partial fulfilment of degree of Post Graduate Diploma in Agribusiness Management (PGDABM) in course curriculum is an original piece of work under the guidance of Mr. Bharat Kumar Pandey.

It has not previously form the basis for the award to me for any degree, diploma, associate ship, fellowship or other similar title, of any other institute or society.

MR.TORAWANE GIRISH Batch 2008-10 GICED +91 8108810243

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CERTIFICATE OF COMPLETION AND ORIGINALITY OF WORK

This is to certify that the project report entitled Promotional Activities of RCF Fertilizers through Print Media (RCF Sheti Patrika) in Dhule District (Shindkheda Tahsil) for RASHTRIYA CHEMICALS & FERTILIZERS LIMITED has been accomplished by MR. GIRISH SHIVAJIRAO TORWANE under my guidance and supervision. This project is being submitted by him in particular fulfillment of requirements for the award of the Post Graduate Diploma in Agriculture Business Management from Garware Institute of Career Education & Development, Kalina, Santacruz (E), Mumbai - 400098.

This work has not been submitted by him anywhere else for the award of any

degree or

diploma. All sources of information and help have been duly mentioned and acknowledged.

Signature of the Guide

Signature of the student

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ACKNOWLEDGEMENTCK
I owe a great deal to GARWARE INSTITUTE OF CAREER EDUCATION AND DEVELOPMENT 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 Mr. Arun Kshirsagar, director for his support and kind blessings. I am also thankful to our faculty guide Mr. Shirish Patil & M r. Ashok Govande for his encouragement and guidance throughout the project.

I am highly indebted to Dr.A.B.Ghasghase (DGM, BEM) for providing me with exceptional opportunity of working for a dynamic organization like Rashtriya Che micals & Fertilizers Ltd. I am very grateful to M r. V.V. Samant (MM), who guided me in the project period.

My heart felt thanks to my project guide Dr. Rajendra Deshmukh (MM) for constant follow-up and valuable suggestions provided throughout the project. He has always bee n an ever lasting source of inspiration and guidance. I would also like to thank Mr.Dhuri for his sincere cooperation and guidance during project.

I also thank all the respondents who have given their valuable time, views and authentic information for this project including M r.S.M.Patil (Agri.Astt.Dhule Tal)

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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CONTENTS

CHAPTE R NO. 1 2 3 4 5 6 7 8 9 Introduction

TOPIC

PAGE NO.

Research Methodology Findings & Taluka profile Company profile Product profile Promotion & Marketing Strategy. Promotion through RCF Sheti Patrika Suggestions Conclusion

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INTRODUCTION
PROJECT TITLE Promotional Activities of RCF Fertilizers through Print Media (RCF Sheti Patrika)

OBJECTIVES 1. To study farmers view about RCF Fertilizers. 2. To know about farmer sources of information through print media for farming. 3. To aware farmers about RCF Sheti Patrika.
4. To evaluate the acceptability of RCF Sheti Patrika among dealers and

farmers .

SCOPE:1. Area covered 2. Crop focused

: :

Shindkheda Taluka The project was totally focused on annual subscription of RCF Sheti Patrika

3. Duration 4. Market segment 5. Sample size

: : :

January 2009 Farmers To cover maximum farmers as possible

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RESEARCH METHODOLOGY
The project has been given to me in Dhule district in which I have to increase the annual subscription of RCF Sheti Patrika. The details of the fertilizer are given in the product profile chapter. In the project I visited different villages of Shindkheda Taluka. The project at RCF was done with two major aspects a) to analyze farmers interest in different sources of information. b) to find out the market potential and market share of RCF. In this project I also arranged some meetings of farmers in some villages so as to maximize the annual subscribers. I also try to analyze the competitors promotional activities through print media from which I were able to find companys strengths, weaknesses, opportunities and threats at some extent. During our project I covered entire Shindkheda taluka.

Method of data collection

Most of the primary data was collected from the farmers. The secondary data was collected from the Agricultural officers (Z.P.), Internet, Agricultural magazines etc. Then the collected data was categorized in a systematic way according to the need of the objective

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SHINDKHEDA TALUKA

About Dhule Taluka 1) Total Area (ha) :2) Population:a. Male:b. Female:3) Total Villages:a. Kharip Cultivated:b. Rabi Cultivated:4) Farmers Population:5) Total Gram Panchayats:6) Agriculture Cooperative Societies:7) Account holders in A.C.S.:8) Market Places:9) Cultivated Area (ha):10) Forest Area (ha):11) Others (ha):12) Irrigated Land (ha):13) Irrigation Facilities:a. No. of wells:b. Medium Projects:c. Rain fall(mm):14) Cropping Pattern:a. Kharip crops:b. Rabi crops:c. Summer crops:d. Annual crops:1,30,693 3,07,522 1,67,434 1,40,088 141 107 34 49,975 126 117 56,742 4 1,06,634 15,829 8,230 10,289 10,799 116 615.25

Cotton, Maize, Jowar Wheat, Gram, Bajara, Onion, Groundnut Spinach, Raddish, Corriander Sugarcane, Banana

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FINDINGS FARMER INTERVIEWS RCF Sheti Patrika Membership Form 1

A. Personal Information:

1) 2) 4) 5) 6)

Person Name : Age: 38 3)Education: FY B.A. Address: At post Betawad. Shindkheda Taluka & District Dhule Phone no/Mobil no: -9823051172 Family member: 6

B. Information about membership of RCF Sheti Patrika: 1) How long you have member of RCF Sheti Patrika? a) Year:- Now 2009 b) Membership No.: 2) Which other agriculture magazines or newspaper you read? Baliraja, Agrowan 3) Why you want RCF Sheti Patrika? For current information about new technology. C. Information about Farm: 1) Total land under cultivation : 10 ha a) Rainfed land: 2 b) Irrigated land: 8 ha 2) Irrigation Facilities: Well, Canal 3) Irrigation Methods: Drip, Traditional D. Information about Crop Method: 1) Kharib Crops: Cotton, Bajara, Jawar, Maize, 2) Rabi Crops: Wheat, Onion, Gram 3) Vegetable Crops: Methi, Gowar 4) Fruits Crop: Ber, Pomogranet, E. Information about fertilizers, you used: 1) Have you done soil testing of your land? Yes From :- Agril. College Dhule 2) Do you use fertilizer as per soil testing? Yes 3) Which Chemical Fertilizer you use? S.S.P, DAP,UREA 4) Which RCF Fertilizer you use? Sufala 15:15:15 , Sufala 20:20:0, Ujwala Urea, Microla 6) From which seller, you purchase Fertilizer? Shivshakti Krishi Seva Kendra F. Information about farm: 1) Give information about beneficial advanced technology that, you used? Seedtreatment against seedborn diseases.

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2) What are your future plannings in this field? To cultivate Aonla, Sapota G. Entertainment Media: 1) Do you have TV/Radio? Yes With Cable attachment? 2) On TV, Which programmes you watch interNews, krishidarshan RCF Sheti Patrika Membership Form 2 C. Personal Information: 3) Person Name/Organization Name: Shri. 4) Age: 53 3)Education: HSC 4) Address: At post Padawad Shindkheda Taluka & District Dhule 5) Phone no/Mobil no: 6) Family member: 8 D. Information about membership of RCF Sheti Patrika: 4) How long you have member of RCF Sheti Patrika? a) Year:- Now 2009 b) Membership No.: 5) Which other agriculture magazines or newspaper you read? Baliraja, Agro one Setkari, 6) Why you want RCF Sheti Patrika? For efficient use of fertilizer. C. Information about Farm: 1) Total land under cultivation : 5 ha a) Rainfed land: 2 b) Irrigated land: 3 ha 2) Irrigation Facilities: Well, Borewell 3) Irrigation : Traditional methods D. Information about Crop Method: 1) Kharib Crops: Cotton, Bajara, Maize, 2) Rabi Crops: Wheat, Onion,Gram 3) Vegetable Crops: Methi, Gowar 4) Fruits Crop: Ber. F. Information about fertilizers, you used: 1) Have you done soil testing of your land? Yes From :- Agril. Department 2) Do you use fertilizer as per soil testing? Yes 3) Which Chemical Fertilizer you use? Krishidhan, Sardar, DEP 4) Which RCF Fertilizer you use? Sufala 15:15:15 , Sufala 20:20:0, Ujwala Urea, Microla 6) From which seller, you purchase Fertilizer? mahavir krishi seva Kendra.

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F. Information about farm: 1) Give information about beneficial advanced technology that, you used? To kowing about R.C.F schme 2) What are your future plannings in this field? Fuilment of water requirement. G. Entertainment Media: 1) Do you have TV/Radio? Yes With Cable attachment? 2) On TV, Which programmes you watch interestingly? News, Aamchi Mati Aamchi Manase,

RCF Sheti Patrika Membership Form 3 1) Person Name ; Shri.Vasant Ramesh Patil. 5) Age: 33 3)Education:HSC 4) Address: At post Dapura Taluka & District Dhule 424307 5) Phone no/Mobil no: 6) Family member: 5 E. Information about membership of RCF Sheti Patrika: 1) How long you have member of RCF Sheti Patrika? a. Year:- Now 2009 b. Membership No.: 2) Which other agriculture magazines or newspaper you read? Setkari, Spardha, Narmada, Lokmat agril special supplement. 3) Why you want RCF Sheti Patrika? For information about new schemes. C. Information about Farm: 1) Total land under cultivation : 4.5 ha a) Rainfed land: 1.2 b) Irrigated land: 3.3 ha 2) Irrigation Facilities: Well, Canal,Borewell 3) Irrigation Methods: Drip, Surface D. Information about Crop Method: 1) Kharib Crops: Cotton, Bajara, Maize, Groundnut 2) Rabi Crops: Wheat, Onion, Horse Gram 3) Vegetable Crops: No 4) Fruits Crop: Baer, Aonla G. Information about fertilizers, you used: 1) Have you done soil testing of your land? Yes From :- Agril. Department

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2) Do you use fertilizer as per soil testing? Yes 3) Which Chemical Fertilizer you use? Deepak, Zuari, IFFCO 4) Which RCF Fertilizer you use? Sufala 15:15:15 , Sufala 20:20:0, Ujwala Urea, Biola 6) From which seller, you purchase Fertilizer? F. Information about farm: 1) Give information about beneficial advanced technology that, you used? Drip irrigation, Shed for onion shelf life. 2) What are your future plannings in this field? To purchase land. G. Entertainment Media: 1) Do you have TV/Radio? Yes With Dish TV 2) On TV, Which programmes you watch interestingly? News, Annadata , Aamchi Mati Aamchi Manase, Krishi Darshan.

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Table No. 1 Different media & percentage of farmers.

Media Print media Electronic media

% of farmers using information source 23 % 38 %

Table No. 2 Various types of Print medias used by farmers Sr. No. 1 2 3 4 5 4 5. 6. Name of the magazine RCF Sheti Patrika Baliraja Godava Shetkari Sardar Agrowon Spardha Narmada

Table No. 3 Various types of TV programmes related to agriculture. Sr. No. 1 2 3 Name of programme Aamchi Mati Aamchi Manasa Krushi Darshan Annadata

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MARKET: There are different brands of fertilizers sold in Dhule Taluka market .

Table No. 4 Various Fertilizers in DhuleTaluka.

Sr. No. 1 2 3 4 5 6 7 8 9

Name of Company RCF Deepak Fertilizers Sardar Narmada Rallies BASF IFCO Zuari GSF&CL

Table No. 5 Farmer Meetings conducted:Sr. No. 1. 2. 3. 4. 5. 6. Village Name Devbhane Dapura Kapadne Dhanur Nandane Dhule Total Taluka Date of meeting Dhule 04/01/09 Dhule 07/01/09 Dhule 14/01/09 Dhule 16/01/09 Dhule 17/01/09 Dhule 21/01/09 No. of farmers 17 08 24 04 06 05 64 Information given Sheti Patrika Sheti Patrika Sheti Patrika Sheti Patrika Sheti Patrika Sheti Patrika

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Table No. 6 Total No. of Farmers I approached Sr. No. 1 2 3 4 5 6 Village Name By Meeting By Personal Total Devbhane 17 09 26 Dapura 08 05 13 Kapadne 24 10 34 Dhanur 04 06 10 Nandane 06 01 07 Dhule 05 11 16 Total 64 42 106 Informing about RCF Sheti Patrika in Meeting at Devbhane Tal. Dhule.

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Table No. 7 Annual s ubscribers per village Sr No. 1. 2. 3. 4. 5. 6. Name of village Devbhane Dapura Kapadne Dhanur Nandane Dhule Total Total No. of farmers approached 26 13 34 10 07 16 106 No. of subscribers 16 04 20 02 01 05 48

Graphical Representation:-

No. of farme rs approached vs. No. of subscribe

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COMPANY PROFILE
ABOUT RCF:-

Rashtriya Chemicals and Fertilizers Ltd is the biggest fertilizer chemical company in Asia with 20 operating plants at Trombay and 5 plants at Thal of Super Fertilizer. RCF is only company who manufacture 100% water soluble fertilizers in India. RCF is an Rs.1200 crores PSU engaged in the manufacturing and marketing of a full range of Chemical fertilizer and a series of Industrial chemical.

A Government of India Undertaking, registered under the Companies Act 1956, it was incorporated on March 6, 1978 on re-organization of the rest while .Fertilizers Corporation of India Limited and National Fertilizers Limited. The company during the short span of formation has emerged as one of the best managed and profit making public sector concern in India. Today, it is the largest producer of fertilizers and chemicals in the public as well as the private sectors in India.

[Type text] The company is engaged in production and marketing of chemical fertilize rs, bio fertilizers, and industrial chemicals with its manufacturing units at Trombay and Thal and marketing offices in most of the states. RCFs Trombay unit has 20 operating. Plants while its Thal Unit is the largest plant in Asia with a capacity to prod uce 4500 TPD of Urea which incorporates the state of the art technology. During last two decades the company with sustained expansion, diversification and modernization programs, has come a long way and is now recognized as a leader in the fertilizer industry in the country. Rashtriya Chemicals & Fertilizers Ltd. has been graded as Excellent Company under the MOU rating by the Government of India for its overall performance in the last several years. It has been given Mini Ratna status by Government of India and is entitled for greater autonomy in taking several major decisions of corporate governance without the approval of the Government.

Mission Statement:a) To produce fertilizers and chemicals efficiently, economically and in environment Friendly manner. b) To serve the farmers and other customers with quality products along with Support services. c) To join hands in the growth of national economy.

RCFS Vision 2010:The company has set itself a vision to achieve a turnover target o f Rs. 4500 Crore and profit of Rs. 535 Crore (Profit after Tax) by the year 2009-10. To achieve this requires expansion, integration, marketing of bought out products both imported and indigenous apart from

improvement in work culture, frugality in our day to day activities, further reduction in the cost of production , improvement in marketing efforts and the strictest adherence to safety and environmental standards.

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Achievements of RCF. ltd.:1. 'Excellent' Rating for Rashtriya Chemicals & Fertilizers Limited. RCF has been graded as 'Excellent' under the Memorandum Of Understanding (MOU) rating by the Government of India for it's overall performance in the year 1997-98. The company is the only one amongst all MOU companies to be so graded. 2. National Safety Award This award was presented to RCF on 17th September 1998 at New Delhi in recognition of the company achieving the lowest accident frequency rate of 0.093%. 3. Vishwakarma Awards RCF has received this award in New Delhi from the Government of India in recognition of the longest Lost Time Accident Free period of 23.13 million man- hours over the years 199192-93 by RCFs Trombay Unit.

4. Mini Ratna Status The Government of India has accorded the Mini Ratna Status to Rashtriya Chemicals & Fertilizers Limited. This makes the company one of the major profits making public sector companies. More powers for decision making come with the Mini Ratna Status. As regards the performance in the last nine months, total Urea production at 13.93 lakh MT is 14% higher than the corresponding period of last year and fertilizers is 9% higher than that of the previous year. Industrial products also show a growth of around 3 %. RCF is one of the top fastest growing companies and a clear winner on all counts. It is because of the star performance of RCF and the credit goes to all the employees and their families.

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PRODUCT PROFILE
Product Range Of RCF:A) Among fertilizers
Ujjwala (46% nitrogen)

Suphala15: 15:15(complex)

Suphala20: 20:0(complex)

Microla (100% water soluble)

Biola (biofertilizer)

Sujala19: 19:19(100% water soluble mixed)

B) Industrial Product

1) Ammonium Bicarbonate 3) Anhydrous Ammonia 5) Calcium Carbonate 7) Dimethyl Formamide 9) Formic Acid 11) Dilute Nitric Acid 13) Monomethylamine 15) Sodium Nitrite 17) Sulphuric Acid

2) Ammonium Nitrate 4) Argon 6) Dimethylamine 8) Dimethylacetamide 10) Gypsum 12) Methanol 14) Conc. Nitric Acid 16) Sodium Nitrate 18) Technical Grade Urea

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PROMOTIONAL ACTIVITIES
At present RCF has taken following promotion campaign.

Promotion through following:

RCF Ltd promotion programme focuses on enhancing brand image. Press, TV and Radio were extensively used to spread the companys massages to its 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 at villages which are ha ving large population. . Conduct the method demonstration in progressive farmers field in selected blocks and take a film shooting of the application and practices of solid soluble fertilizers at different stages, end results and farmers opinion and broadcast the same in a single stretch in different programs like E-TV Marathi (Annadata), farmers meeting, etc

Marketing of solid soluble fertilizers requires extensive grassroot level working through extension workers / agriculture graduates as it is new concept. Marketing team need to be trained in this field.

I have done promotion at different locations of Dhule Thashil with RCF Sheti-Patrika magazine. RCF is promoting various programmes like Village Adoption Programme, etc.

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RCF SHETI-PATRIKA
Contents published in a every months magazine:Magazine focuses on five different crops like cash crop, pulse crop, oilseed crop, horticulture and floriculture crop with following aspects. 1. Information about new improved varieties and their characteristics. 2. Information on pre-cultivation techniques, improved cultivation practices related to crop published in magazine 3. Detailed information about a crop from cultivation to harvesting with proportion including, season of cultivation, weather conditions, varieties, soil type, fertilizer doses, spacing, irrigation, etc. 4. Various post harvest techniques and market opportunities for that particular crop. 5. Integrated pest management, disease & pest measures by different ways are given on a specific crop in every magazine. 6. Special section published as Balirazala salla on second last page of magazine. 7. Short reports on different programmes conducted by RCF at last page. 8. Information on special related to agriculture and social issues.

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SUGGESTIONS

When I personally discussed with the progressive farmers, dealers, agril. Department they suggested following points1) RCF should introduce the solid soluble NPK fertilizers with multiple grades at reasonable rates. 2) There is need to manufacture Neem-coated fertilizers and other new fertilizers from RCF. 3) RCF fertilizers should be available for farmers as and when needed because the most problem is of shortage in market. 4) Farmers reported about shortage of Sufala 20:20:0 fertilizer in market (Dhule). 5) In some areas dealers are charging more price than MRP, especially in shortage periods. 6) Farmers suggested to minimize the middlemen and fertilizers should be directly supplied from company to farmers like through village co-perative societies. 7) Farmers demanded Sulpher of potash fertilizer in market from RCF. 8) 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). 9) RCF Sale and Service center have to take keen interest in RCF Sheti Patrika. 10) There should be measures for controlling duplication and information about self check technique for fertilizer originality. 11) RCF should increase the contents of Sheti-Patrika.

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CONCLUSION

RCF Sheti Patrika is good way of promotion for RCF fertilizers. It is most beneficial for farmers also. It leads RCF objective of approaching directly from company to farmers and giving recent knowledge to farmer. It will give knowledge to farmers about RCFs new products, new scheme for farmers. Generally farmers are ready for any product with brand name, 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 p lays vital role in promotion in the rural area. Then only it is possible to get into this highly competitive fertilizer market of Maharashtra

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Bibliography
www.rcf.ltd.com Rural marketing Agriculture magazines, Shetibhati