A

SUMMER TRAINING PROJECT REPORT

ON
ATTITUDE REGARDING THE USE OF ORGANICS PRODUCTS "
AT






RAVI ORGANICS LIMITED
G-14, K-46 to 54 Begrajpur Industrial Area, Muzaffarnagar-251003


Submitted by:
Sagun
Roll No.8551629


IN THE PARTIAL FULFILLMENT OF THE REQUIREMENT FOR
THE AWARD OF DEGREE OF
BACHELOR OF BUSINESS ADMINISTRATION
SESSION : 2007-2010


SHRI RAM COLLEGE, MUZAFFARNAGAR









Q U A L I T Y
No w & F o r e v e r





R A V I O R G A N I C S L I M I T E D
CONTENTS
PART 1




ACKNOWLEDGEMENT
I would like to extend my sincere thanks and heart full gratitude to Mr.V. K. Choudhary
(Manager), for his constant encouragement and support during the entire duration of my
project at RAVI ORGANICS LTD., This Project is profusely illustrated with diagrams,
charts, graphs, figures at every stage to create a deep and long-lasting visual impact on the
reader.
I am very great thankful to Dr. B.K. Tyagi, Excutive Direactor (SRC), Dr. Veenus Jain,
Direactor (SRC) Mr. Saurabh Mittal, H.O.D. (B.B.A), Mr. Himanshu Verma (Guide) and all
the faculaty members of BBA (SRC), they has been guided instrumental in providing
valuable input at different stage, which helped me accomplish my work in a much better way.
In the end I would like to express my appreciation for the encouragement and guidance
provided by company personnel at RAVI ORGANICS LTD during my entire project.

(SAGUN)
Roll No 8551629

PREFACE
The study was conducted to know the Marketing Strategy for Organic Pruduct of Ravi
Organics Ltd. and suggestions for increasing the marketing awareness and satisfaction level
of customer. The study also helps to know about the features that would make a bright future
prospect for RAVI ORGANICS LTD.
Every company set of belief and practice is under going challenge and change.
1. From Developers, designing products alone to involving marketing and other
function as well as customer in products development.

2. From pricing the product by an arbitrary markup over cot to pricing on the basis
of delivered or perceived customer value.

3. From communicating and promoting offering mainly through persuasion based
advertising and sales people to using a much broader set of communication
vehicles and platforms.

COMPANY INTRODUCTION
The overall responsibility of the operation of the laboratory is
on the chaiman who is supported by quality technical manager
and the staff the overall technical functioning which includes
quality system of the laboratory is monitored by the quality
manager. The working of the chemical laboratories us
superwised by quality technical manager who is assest by other staff has par organisational
chart. The performance of the staff is monitored by quality techincal manager the company is
being run and manage by the technical and experienced professionals having a wide
experiance in the various areas of their specialization.
The company employees the qualified staff who work capable enough to test and
supervice the work and realate quality function the company has install the request equipment
to meet the requirement company also perform continuous research and development
activities to meet the requirement of customers as well as to enhance the capability of
organisation.
ILRI is a recognised testing laboratory from national accreditation board for testing
and celebration laboratories. They are providing test service for industrial and fine chemical
pesticides and their formulation Pharmaceuticais, Fertilize, Metals, and Alloys.
Testing are undertaken under the supervison highly qualified and experienced staff.
The Organization and its management was providingtesting services since 1995 under the
name of Ravi Organics Ltd. Which is providing services for chemical testing. The
management of Ravi Organic Ltd. decided in the year 2005 to establish a unique Laboratory
in the state of U.P. to provide chemical testing services for other organizations also and to be

known for its quality and services. With the result of same the management
formed INTERNATIONAL LABORATORY AND RESEARCH INSTITUTE as a
wholly subsidiary unit of Ravi Organic Ltd. in the year 2005. The newly formed Permanent
Laboratory started its operation under the new name from June 2005. The Organization is
being run and managed by the technical and experienced professionals having a wide
experience in the Various areas of their specialization.
The company has a Team of professionals who are capable to test and supervise the work and
related quality functions. The company has installed the requisite equipments to meet the
requirements of Customers. Company also perform continuous research & development
activities to meet the requirement of customer as well as to enhance the capabilities of the
Parent organization.


PRODUCTION FACILITIES

Production facilities of the company are located at G-11, 14, K-46 to 55 UPSIDC Industrial
Area, Begrajpur, Muzaffarnagar-251203 U.P. INDIA, adjacent to National Highway No. 58,
110 Km from Delhi.
Equipments with latest techniques used for reactions includes Glass Lined Reactors up to 10
KL Capacity, Stainless Steel Reactors up to 10 KL Capacity, Gas Induction Reactors,
Pressure Reactors, Agitated Nutsche Filters up to 5 KL Capacity, Rotary Vacuum Dryers up
to 5 KL Volume, Brine Chilling Units 140 TR @ -20C, Distillation Columns, Vacuum
pumps, Nitrogen Generators, Boilers up to 4
TPH @ 17.5 Kg/cm2, Cooling Towers, Nutsche
filters & Centrifuges etc.







MARKETING OFFICES
1. Delhi
2. Hydrabad
3. Faridabad
4. Lucknow
5. Agra
6. Zeerakpur (Punjab)
7. Roorkee
8. Goa
9. Samba (J&K)
10. Raipur (Chattisgarh)
11. Jaipur (Rajasthan)


COMPANY PROFILE
Ravi Organics Limited was incorporated in the year 1995 with a goal of achieving
revolution in the area of Agriculture by increasing quantity and improvement in quality of
products by manufacturing the Agrochemical Products in the Country. The Promoters of the
Company setup production facilities of Agrochemicals at UPSIDC Industrial Area,
Begrajpur, Muzaffarnagar 251 203 (U.P.) INDIA. The Company is a member
of RAVI GROUP of India established in 1975 which has now multiactivity industrial units in
the fields of Agrochemicals, Pharmaceuticals, Pesticides, Seeds, Fertilizers, Iron & Steel,
Paper Industries, Surfactants, Detergents, Intermediates, Paper additives, Fine Chemicals.
With its workforce and production capacity, the Company is all set to meet the challenging
needs of valuable customers. Over the years, the Company has developed a wide range of
Technical grades of Pesticides and its formulations as well as formulation of bought out
Technical Concentrates under its Professional Management and highly qualified and
dedicated team of experts.
At RAVI GROUP, we conduct business with ethics and integrity. We are proud of the
products we manufacture, and also the efforts we put into them. Our Research and
Development wing constantly put in great efforts to innovate in the field. Our Goal is to serve
in our country as well as outside the country by setting standards of quality, services and
commitment to customers. We measure our success based on the satisfaction of our valuable
customers.


Vision
ILRI is comited to provide excilent and prompt services in the area of testing.
1. To be a sound all india.
2. Customer centric.
Philosophy:
(DEVELOPMENT TRUST AND HONESTY)
To provide the active efficent reliable accurate and timely tesitng service.
(CLIENT IS OUR CONCERN)
Mission of the Company:
1. To provide organic product and chemical to farmers and industries.
2. Achiving total customer satisfacion and being reckoned as the best organic company
in the industry on all parameters.
3. To enhance shareholders wealth by ensuring sound growth of business and make
valuable contribution to national economic growtth.



QUALITY POLICY OF THE COMPANY
To provide the costomer acitve efficent reliable accurate and timely testing services.
Excellent and prompt service by emplementing and continualy improving the quality
management system complying to ISO/IEC 17025:2005
Establish good laboratory practice.
Continusually improve the effectiveness of management system through view and
training to all employees.
To make the laboratory for its quality of service and customer focus.






SINGNIFICANT ACCOUNTING POLICIES
GENERAL: The Company gererally follows the Mercantile System of Accounting
recognizing both income and Expenditure on accrual basis except otherwise stated elsewhere.
The accounts are prepared on historical cost basis and as a going concern. Accounting
policies not specifically referred to otherwise are consistent with generally accepted
accounting policies.
FIXED ASSETS: Fixed Assets are stated at cost of acquisition or construction less
accumulated depreciation. Cost includes installation charges, freight, duties, taxes and
expenditure & interest paid during construction period, whereever, applicable. CENVAT
availed has been reduced from the cost of the concerned assets and added back, if disallowed
later on.
DEPRECIATION: Depreciation. On fixed Assets has been provided on Written Down
Value method (on monthly prorata basis), from the next month in which Assests were
purchased or first utilised or upto the previous month in which asset was sold, as per Section
205(2) (B) and Schedule XIV of the Companies Act, 1956.
INVENTORIES: Inventories are valued at cost or net realisable value, whichever, is less.
TURNOVER: Turnover are exclusive of Exceie Duty. Sales shown is net Sales i.e., gross
sales less sales return and cridit notes of rate differences.




TAXES ON INCOME:
a) Provision for I ncome Tax: Provision for Income Tax is determined is accordance with
the provision of Income Tax Act, 1961.
b) Deferred Tax Provision: Deferred Tax is recognise, subject to consideration of prudence,
on timing differences, being difference between taxable and accounting
income/expenditure that originate in one period and are capable of reversal in one or more
subsequent period(s).
c) Firnge Benefit Tax: Provision for Fringe Benefit Tax is determined in accordance with
the provision of Income Tax Act, 1961.
EMPLOYEE RETIREMENT BENEFITS: Retirement benefit to the employees have been
accounted for on cash basis, which is not in conformity with AS-15 issued by the Institute of
Chartered Accountants of India.
FOREIGN EXCHANGE FLUCTUATION: Foreign Exchange Fluctuation adjustments are
made in the respective head if occured during the same financial year otherwise in the profit
loss account separately.
EXCISE DUTY/ SERVICE TAX:
a) The company has included Excise Duty in the valuationof Closing Stock of Finished
Goods.
b) The purchase cost of raw materials and other materials have been considered net of
CENVAT.
c) Excies Duty has been accounted for on the basis of both payment made in respect of
goods cleared and also provision made for goods lying in stock yard of factory and
branch and as well as with Consignment Agents.

d) CENVAT benefit is accounted for by reducing the purchase cost of respective
material/fixed assets.
BORROWING COST: Borrowing costs that are attributable to the acquistion or
construction of qualifing assets are capitalised as part of the cost of such assets which has
been capitalised during the year. A qualifying asset is one that necessarily takes substantial
period of time to get ready for intended use. All other borrowing costs are charged to
revenue.
Telephone, Electricity, Postage, Printing & Stationary, Interest on Government Securities,
Insurance Claims etc., have been accounted ofr on cash basis.
SEGMENT REPORTING: The Company is a single Segment company, which is
manufacturing and trading of Pesticides Chemicals. Accordingly the disclosure requirement
as prescribed in the Accounting Standard (AS) -17 on Segment Reporting issued by the
Institute of Chartered Accountants of India is not applicable.


NAME OF THE RELATED PARTIES:
Associates : Magma Industries Limited
Ravi Pesticides Limited.
Ravi Laminators (P) Limited.
Ravi Crop Science Limited
Key Management Personal : Shri Devendra Garg, (Chairman cum M.D.)
Shri Dinesh Garg (Viee Chairman cum M.D.)
Relatives of Key : Akash Garg
Management Personnel : Anita Garg
Anurag Garg
Devendra Kr. & Sons (HUF)
Dinesh Kr. & Sons (HUF)
Garima Garg
Pooja Rajvanshi

STURUCTURE OF THE ORGANISATION
The structure followed in Ravi Organics is a formal vertical structure. The structure is as
follows

C.M.D.
M.D.
G.M.
D.G.M.
A.G.M
CHIEF MANAGER

SCALE1 SCALE2 SCALE3







PRODUCT OFFERED BY COMPANY
The company offer different products which satisfies the needs of different sector customers.
These are as follows
2, 4- D Acid
2, 4- D Ethyl Ester
2, 4- D Sodium
AKD (Emulsion)
Butachlor
Clodinafop Propargyl
Glyphosate
Hexaconazole
Isoproturon
Metribuzin
Pendimethalin
Pretilachlor
Sulfosulfuron
Tebuconazole






Growth of the ravi organic ltd.
2000 Jun 7, 2000 - His father died when he was two and young Ravi moved around the
country with his mother. She has now settled down as an organic farmer in Devon
while he moves between homes in London and Birmingham. He is an occasional
visiting lecturer in fine art photography at Newcastle University. ...

2001 Mar 28, 2001 - It probably takes 10 to 15 years of organic growth for a company that
size to move up the four credit notches they just gave up. ... Ravi Suria: I compare 3G
to prior massive capital expenditures in history like the building of the Interstate
Highway System or the electricity grid or ...

2002 Jan 22, 2002 - Whatever wealth we generate, we will carry our shareholders with us,''
Mr RaviUppal, President & Managing Director, ABB, said here on
Monday. ... Asked, Mr Uppal said that ABB's reserves would be of use for the
ambitious growth plans envisaged for it that include both the organic ...


2003 Aug 26, 2003 - A DRAFT policy to be formulated soon will aim to make the entire
State fullyorganic (Jaiva Keralam) on the lines of the universal literacy ... IFOAM,
Dr CK George, Advisor, Peermade Development Society, Dr K Ravi, Advisor
to Chief Minister of Kerala on Sustainable Development, ...



2004 Nov 21, 2004 - Ravi Varma used to give a coat of varnish to his paintings to preserve
them. Over time however, the varnish deteriorated. So, the tone of the original
colours on these paintings changed. During restoration, the team removed the varnish
and using a mix of stableorganic and inorganic ...


2005 Jun 12, 2005 - Once known as Vam Organics, a specialty chemicals
manufacturer, Jubilant Organosys in its new makeover is trying to establish its
presence throughout ... In his interaction with FE's Ravi Krishnan, chairman and
managing director Shyam S Bhartia outlines the company's strategy to grow. ...


2006 Feb 20, 2006 - In an exclusive interview to Editor Saisuresh Sivaswamy and Nikhil
Lakshman Sri Sri Ravi Shankar discusses terrorism, the spiritual solution to
corruption and what discourages him ... We are not using our natural
way, organic farming. These are some things we can revive in our country. ...


2007 Jul 18, 2007 - Mr Ravi Naware, Divisional Chief Executive, ITC Ltd - Food
Division, at the launch of Aashirvaad Select organic spices in Bangalore on Tuesday.
Bangalore, July 17 After health biscuits and snacks, ITC Foods is going organic now.

The company has enteredorganic foods retailing with the ...


2008 Apr 28, 2008 - As a result, organic wastes and toxic chemicals have badly affected
aquatic life both in this drain and in the River Ravi. ... Though views have been
expressed, they seem segments of Mr Yunus 's misunderstanding and his ignorance
of the Jamiat's history. ...


2009 Sep 12, 2009 - After returning from the US over three years ago, Mr. Ravi along with
his father K. Ramesh started organic cultivation of brown rice in their 20-acre farm at
Velpuru in Kankipadu mandal near here. They make organic manure called
Panchgavya with locally available ingredients. ...







PROBLEM FACED BY THE ORGANISATION
There is no company in this world which do not have any problem so likewise Ravi
Organisation has its own share of problem. These problem are :-
1. The company has no sales, marketting and retail focus.
2. The company has certain human resource problem such as
A) Skill not keeping pace with time
B) Lack of speciliasation
C) Employee demotivation


Development of organic industry
The organic industry development progam was established to provide assitance with project
that uncoverage growth in the oraganic sector and yield positive econmic benefit to the
agriculture industry. The program is intent to provide fund to growthness aliens procedures
group and processers to eccelerate the production of cartified organic production and
processing techonology to facilitate growth in the industry and contribute to own farm
profitability and compatitiveness.
This is a comprehensive program design to eccelerate the adopation of certified organic
production and processing techonology and coverage stratgic growth and marketing
development and implement compatativ field and pest management practice.
Components
Organic value chain development
Organic product farm advancement programe
Organic agro enviourment program
This programe will help support the innovative capasity of farmers by providing funds to
farmers or group of farmers to support investment in the development of organic agriculture.
This will contribute to own farm profitbality and competiveness as well as help in dissdminite
knowdlege gain through implementation with the program.


BENEFIT TO CONSUMER
IT IS NO LONGER ENOUGH TO SATISFY CUSTOMER, YOU MUST DELIGHT
THEM
IT IS VERY IMPORTANT TO KNOW THE COMPANY..

1. What are Customer Value and Satisfaction, how do the leading Companies Produce
and deliver them?
2. What make high performance business?
3. How can Companies both attract and retain customers?
4. How can Companies Improve Customer Profitability?
5. How Can Companies Practice Total Quality Management (TQM)?

Whether the buyer is satisfied after purchase depends on the offers performance in
relation to the buyers expectation.


SWOT ANALYSIS
STRENGTH
1. Collaboration with the Largest Organic Suppliers i.e. Ravi organic in Western India.
2. Profit Making Year & Year.
3. Dedicated Employees of the Company.
4. Latest Machines are using in plant to provide the best quality of Organic & Organic
Products to Muzaffarnagar Based Consumers as well as New Delhi Based Consumers.

WEAKNESS
1. Irregulatory and Delay in Supply of Organic & Organic Products to Consumer.
2. No Optical Media Advertisement Fund has been provisioned in Companies Financial
Statement.
3. No Sales Target achievement Scheme are Introduced in the Company for Sales
Supervisors.



OPPORTUNITIES
1. To Enter in the field of Various Other new Organic products.

2. To Direct Enter in the Market of
A. National Capital of India: New-Delhi.
B. In the Market of Ambala, Chandigarh, Gurgaon, Rohtak.
C. Small Cities or unrepresented areas i.e. Sonipat, Hisar, Kurukshetra.

3. To Prepare Organic Booth at Prime Location of Muzaffarnagar City for Direct
Selling of Organic and Organic Products at Consumer Price and Earn More Profits
Equivalent to its Distribution Channel.

THREATS
1. All the Raw Organic of Company is depending on the Village Area Organic
Producers, who are not so loyal for company.
2. From the Increasing the Competition in the Organic Products Market and from
exclusive Other Brand Retail Outlets.

AIM OF THE ORGANIZATION
Main aim of the organization is to maxmize the consumer satisfaction and this is achieved
through providing quality organic and organic products, continious achievement and
motivated employee.

In general:
SATISFACTION IS THE PERSONS FEELINGS, of pleasure or disappointment
resulting from comparing products perceived performance in relation to his or her
expectation.

1. If the performance falls short of expectation, the consumer is dissatisfied.
2. If the performance matches the expectations, the consumer is satisfied.
3. If the performance exceeds expectations, the consumer is highly satisfied.
4 Consumer who are just satisfied still find it easy to switch when a better offer comes
along.
5. Those who are highly satisfied are much less ready to switch over.
6. High satisfaction or delight creates an emotional bond with the brand but not the
rational preferences.

PERFORMANCE OF COMPANY:
The performance of Ravi Organic Ltd. Can be measured by overall company profit & loss
account and balance sheet, it means financial report of company.
Net current assests of the company:
2008 2009
254,377,563.61 310,845,890.35
Income:
2008 2009
509,005,312 536,315,226
Expenditure:
2008 2009
506,366,102 531,284,466
Profit after Tax:
2008 2009
1,417,532.80 2,905,461.46




PART II


INTRODUCTION TO THE TOPIC








To study the attitude regarding the use of organics.
In the present context, marketing strategy of any product has become one of the most
important area of human activity because of increasing rate of large & complex organisation
in the society, because of their increasing role, the organisation have attracted the attention of
both practitioners and academicians to find out the answer of the question how these
organisations can be more effective. Marketing strategy lead to the development of a new
product on field.
The marketing strategy of liquied organic depending on the measurement criteria
used. However is measured by the deeline of profitability and performance, A shift to a more
appropriate organisations structure. However it has been found that in the most of the cases,
there is a positive correlation among these two criteria. It implies that the number of
employers increases with scale of operation which, in trun, necessitates large amount of
investment.
The characterstic of marketing strategy of liquid organic in Ravi Organic ltd. are as follows.
1. The marketing strategy of liquid organic influnce its coardination, direction, control
and reporting system.
2. The marketing strategy of liquid organic affect the degree of formalisation of various
processes like communication, authority & responsibility delegation, control system,
decision making etc.
















Muzaffarnagar city divided into eight parts for the convenience of sample survey.
1. Research Design:
Because research was based on descriptive type, so research problem was designed in
such a way so that a researcher can get more and more accurate results. Personal
interview were conducted to understand the behavior of Dealer as well as Consumer.
Data Collection Method:
We have two type of Datas;
One is Primary Data &
Other is Secondary Data.

Data Collection is very important part of any research, Accuracy of Research depends upon
the facts which we have collected from the actual data. It means that it is very important that
how much accurate data we have collected.



Primary Data:
In this Research Project, all the Primary Data was Collected from Dealers & Consumer,
dealers which are already selling the Ravi Organics Brand products and also who are
whole-selling the Un-branded organic in the Muzaffarnagar Market, Here Consumer Refer to
the ultimate user of organic who use organic for various purpose.
For this purpose, we Conduct Personal Interviews & Questionnaires for Dealer Channel &
for Consumer.
Secondary Data:
During the time of Research, we required some secondary data, so that data we have
collected from the company records, i.e. Product Specification, Organic & Organic Products
Manufacturing Process, Tests Conducted by Organization & Aim and Quality Policy of the
Company.
A. Consumer survey :
Scope : Muzaffarnagar city
Sampling : Non Purposive stratified Random
sampling
Size : 100
Instrument : Questionnaire
B. Private Traders :
Scope : Muzaffarnagar city

Sampling : Non Purposive stratified Random
sampling
Size : 10
Instrument : Informal interview with check list.

C. Private Vendors :
Scope :Muzaffarnagar City
Sampling :Judgment /willingness to co-operate
Instrument :In depth formal interview with check list
D. SOURCES OF DATA :
Primary
a) Consumer Survey
b) Private traders survey
c) Private vendors
E. SURVEY DESIGN
For Consumer Survey
For the consumer survey we have adopted the random sampling method, Muzaffarnagar city
divided into 8 zones, 25 respondents were taken from each of these zones at random. Care
was taken to ensure adequate representation across all income levels.

F. FOR RETAILERS SURVEY

Retailers were also selected using non-purposive sampling. Private vendors, farm owners and
private dairy operators were chosen on judgmental sampling basis for the purpose of
discussions. Members of their associations were also contacted for their associations were
also contacted for further discussions and clarifications.
Apart from this, discussions were also under taken with the concerned company staff. The
data obtained was analyzed on computer for interpretation and analysis of results.















Objective of Research:
A. To study consumer perception and opinions about Ravi organic.
B. To study the marketing practices of private traders of Muzaffarnagar city.
C. To promote the sales of Ravi organic with the application of marketing strategy where
ever relevant.
D. To study the marketing strategy of Ravi Organic.































CONSUMER SURVEY FINDING
MUZAFFARNAGAR CITY A PROFILE
Situated in the most fertile belt of the land, Muzaffarnagar is an ideal place for agriculture .
The district has an agro based economy and the population even in urban areas is well
informed about agriculture as an economic activity has roots in both rural as well as urban
key information about the organics market in Muzaffarnagar city is estimated to be as
follows.
Total estimated population of the city 15, 93, 705
Estimated per capita consumption 250.00 ml
SURVEY RESULTS
Estimated daily organics consumption of the: 3, 98, 426 litre.
Private Organics Trader
This includes all those who sell loose organics like private vendors Farm owners and small
size private operators.

Table no-1
ORGANIC CONSUMPTION AS a FACTOR:
Consumer preference ranking of organics quality parameters:

Income slabs Quality Parameters (in percentage)
Good purity safty
Quality

Below-4000 36.83 5.26 15.8
4000-6000 27.10 10.40 12.5
6000-8000 32.80 21.90 3.1
8000-> 16.70 16.70 5.50

Overall preference
Ranking 29.5 15.40 8.10




The above table reveals that good quality, organics is the most important criteria for organics
consumers in judging the quality of organics. While these two parameters are similar across
the consumers of all income groups, the consumers of higher income slabs look for the safety
of organics too.

Organic Consumption
Good Quality
Purity
Sefty

ORGANICS USAGE PATTERN
Table no-2
Income wise per capita organics consumption pattern:
Income slab Total no of
Farmers
Total organics
consumption(ltrs)
Per capita
consumption(ml)
Below-4000 25 27.86 200
4000-6000 64 105.23 316
6000-8000 86 201.13 361
8000-10000 25 88.62 427
Total 200 422.84 1304

Thus it is very clear that per capita organics consumption in Muzaffarnagar city has a direct
relation with income of people. The over all per capita organics consumption for
Muzaffarnagar city is 200 ml per day.
CONCLUSION:
These patterns reveals that per capita organics consumption in the city is the function of
income with increase the income then the increase the per capita consumption is to attributed
to the higher proportion of organics for direct consumption. In such a scenario apart for the
consumers to have quality preference in favor of thicker organics with higher safety content
and having good quality.


PRESENT MARKET SHARE:
Table No-3
S. No Brand Name Total Organics Sold
(Liters)
% Market Share
1. Ravi 27,000 67.5
2 Ravi Crop 10000 25
3 Magma 3000 7.5
Total 40,000 100
These brands have captured 10% market share of whole market.


PRESENT MARKET SHARE
Ravi
Ravi Crop
Magma
67.5%
25%
7.5%


Table No. 4
COMMISSION STRUCTURE OF RETAILERS:

S.NO BRAND NAME AGENT COMMISSION Rs/liter
1 Ravi 5 Rs
2 Ravi Crop 5 Rs
3 Magma 5 Rs

The commission offered by the dairy to its agents compares then the commission conditions
in favourable with that offered by the private company. It is clear that these private company
are following a agents push strategy like as scheme and service satisfaction to agents.
RAVI is available in Muzaffarnagars market from last 26 years. Ravi brand name is well
known in Muzaffarnagar city so the consumer has famliared to Ravi brand name but agents
are not satisfied to Ravi delivery system.
Consumer is 80% satisfied from quality of Ravi liquid organics but agents are not satisfied to
Ravi service system.






AVAILIBILITY OF AGENTS IN MUZAFFARNAGAR MARKET
TABLE NO-5
S.NO BRAND NAME AVAILIBILITY WITH AGENTS (%)
1 Ravi 60
2 Ravi Crop 30
3 Magma 10

While most of the agents/retailers are keeping Ravi Organics the agents survey reveals that
20% Ravi organics agents are selling other brand. Reason is this; distribution system is not
satisfactory according to agents and not allowed incentive system.
AGENTS AVAILABILITY IN MUZAFFARNAGAR MARKET



64%
25%
11%
AVAILABLE AGENT
Ravi
Ravi Crop
Megma
10%

INCOME WISE CHEMICAL SOURCE HOUSEHOLDS
Table no-6
Income slab Organics
vendors
Private
company
Ravi
LIG 23.6 23.6 21.1
LMIG 23.0 4.0 4.0
HMIG 29.7 4.7 6.2
HIG 39.33 - -

LIG = Lower Income Group
LMIG = Lower Middle Income Group
HMIG = Higher Middle Income Group
HIG = Higher Income Group
The above pattern reveals that majority of the HIG consumers prefer to buy organics from
company. Even majority of the consumers in LMIG and HMIG categories also patronized
organics as their organics source.
Ravi and private company as organics source are being favoured by LIG consumers. While
none of the HIG consumers has patronized two as regular organics source.


60%
30
%

INCOMEWISE HOUSEHOLD ORGANIC SOURCE


LIG = Lower Income Group
LMIG = Lower Middle Income Group
HMIG = Higher Middle Income Group
HIG = Higher Income Group

0
5
10
15
20
25
30
35
40
45
LIG LMIG HMIG HIG
ORGANIC VENDORS
PRIVATE COMPANY
RAVI

CONSUMER SURVEY FINDING ABOUT RAVI ORGANIC
Consumers currently using Ravi organics 7.5%
Consumers not using Ravi organics 75%
Consumers not tried Ravi 17.5%
Though 7.5% consumers use the Ravi organics. Majority of the respondents have tried Ravi
organics some time in the past but discontinued for various reasons. Approximately 17.5%
consumers have not tried Ravi organics at all.



Table No -7
REASONS FOR DISCONTINUING RAVI ORGANICS
S.NO REASONS %RESPONDENT
1 Poor service 28%
2 Poor Quality 58.6%
3 High price 6.7%
4 Better option 6.7%
The major reason for discontinuing was the use of Ravi organics reported to be the poor
quality. These respondents defined poor quality in terms of bad quality like as smell and
consumer feel the organic quality as oily. There are many better options are available for
consumer to the purpose of purchasing organics like as private company, private traders.
While those, who discontinued for the reasons of poor services and supply system.

POOR QUALITY
POOR SERVICES
HIGH PRICE
BETTER OPTIONS
58.6%
28%
6.7%
6.7%

Table No-8
Expectation of present non- users from Ravi:
S.NO EXPECTATIONS %RESPONDENTS
1 Improve quality 60
2 Reduce price 18
3 Improve availability 12
4 Nearness of source 10
Consumers want to purchase Ravi liquid organics if the given conditions those consumers are
not uses Ravi organics they expect to Ravi that improve organics quality and they want
availability. They also expect price to be reduced.


% Respondents
Improve Quality
Reduce Price
Improve Availability
Nearness of source
12 %
10%
60 %
18 %

REASON FOR NONUSE OF RAVI LIQUID ORGANICS:
Table no-9
s. no Reasons %Respondent
1 No preference/liking for
packed organics
47
2 Not available 33
3 Not interested 20
Total 100


While 42% of the respondents did not give any particular reason for not trying, 58% of the
respondents could come out with the reasons. In this category 2/3 of the respondents
expressed they are not interest for the for the packed organics and 1/3 states non availability.
Its reasons states that the Ravi distribution channel can not cover entire city.
% Respondent
No Preference
Not Availabe
Not interested
20 %
33 %
47%











RETAILERS SURVEY FINDINGS:
More than 50% retailers said that marketing supervisions visit them once a month only. This
explains the kind of supervision in the company exercisers on its organics sales. Further 78%
retailers said that these company officials during they visit, listen to their complaints while
22% said otherwise. But of these only 28% retailers said that the action taken them each
generally to their satisfaction. Ravi organics agents are not satisfied from organics
replacement because some time organics packed to be leakage then the replacement is not
allowed so agents are not satisfied with Ravi organics. Agents also complaints about delivery
system and want increase the advertisement whose consumer will know about Ravi liquid
organics. During the agents, 70% agents are satisfied to Ravi organics quality but some minor
complaint about smell in organics. Agents want pump let for the purpose of advertisement.
According to agents point of view the complaints redressal system has very low efficiency of
22%.
This finding clearly shows that company officials do not take liquid organics sales
seriously and operate in lackadaisical fashion.
DISTRIBUTION ASPECT
1. The network of retailers is not uniform in the Muzaffarnagar city. There are pockets
of concentration of the retailers while there are some areas location as such type
where retailers can not operate.
2. The roads are the interior parts of the city so the roads are very narrow and congested.
The vehicles of the Ravi organics can not pass through these.
3. Presently company has 400 retailers on its rolls and 95% of them are generally at any
point of the time.

PRIVATE COMPANY
Private companies are one of the smallest segments of unorganized sector in marketing and
spreading their operation in the thickly populated areas of the city. Private company has
crucial role in marketing of liquid organics in city of Muzaffarnagar. The source of organics
collection them self or through private vendors. After collection the liquid organics they do
the pasteurization of organics with best facilities. After pasteurization the marketing staff
gives the instruction for distributing the organics in the selected areas. Others are selling
organics raw or chilled in loose sales. Through marketed as whole organics, they never give
more than 75% safety in organics, which allows them additional profit. The selling process of
organics as like Ravi organics selling and they are provide extra facilities in selling process
like as shop to shop selling of organics through the particular person.
These private companies target LIG group for the purpose of selling the liquid organics in
this segment because reason behind this is the LIG group persons are interested in this type
organics. Apart from organics supply, the private companies produce products like pestcides
formulations etc, in different packs and sizes which are most suitable to the different income
groups of consumers. The organics products of private companies are not best quality but in
case of service facilities, these companies provide best service to consumers. These
companies keep their products price slight lesser than the RAVI products and other
organized sector products.
They claim their products are fresh, pure and hygienic and also economical. Additionally
they build good report with the customers and bind them.



















CONCLUSION
Ravi is a well known Organics Industry in entire U.P., Every Consumer & Every Retailer is
aware about Ravi Poly-Pack Organics, Organics Products and Indigenous Organics Products
of Ravi.

Consumer are willing to buy Ravi Organics Indigenous Product and they also show Interest
in launching of the Ravi Organics in Muzaffarnagar Market, but due to non-regular
availability of their existing products like: Shortage of Ravi Chemical and pesitcides they are
not assured about the proper availability of pesitcides in Muzaffarnagar Market.

Shop-keepers are selling another companies products due to lack of availability of Ravi
Organics Products thus consumer have to buy another company product.

According to Research about the Potential of pesticides in Muzaffarnagar Market, the
Present Un-branded sale of pesitcides is Approx. 800-1000 Kg. per day, covering small
industries, agriculture, Consumer etc., Buyer as well as Seller both are willing to sell and buy
the branded pesticides respectively if available, thus Launching of AKD (Emulsion) in
Muzaffarnagar Market will be a very aggressive step by the Ravi and they can easily hold
up-to 50% - 60% market initially.

But they have to make some efforts for regular availability of their pesitcides and all the
Organics Products because in existing products of Ravi Brand like Chemical, pesitcides, they
first prefer Ravi Brand but in case of non-availability they go for another company Product.

In Chemical at the time of non-availability they go for Magma, Ravi Crop, or pack provide
by Retailer etc.

In pesitcides they are likely to buy Magma Brand because it is readly available, Ravi
pesitcides is generally not available at every shop-keeper.

Consumer are likely to buy Ravi Product, and they trust on Ravi.



Limitation of Research:
In every research there are always some limitations, so no research can be perfect. In this
research we also have some limitations.
Which are as following:-

1. Some Dealers who are bulk seller of pesitcides are hesitating to giving the appropriate
data, i.e. Approx Margin they are presently earning, Quantity they are presently
selling etc., Some dealer are not interested to providing the accurate information and
some are not interested to filled up the questionnaires thus we can say that the
collected data in this survey is not 100% perfect.

2. Some Consumers have no criteria to purchase Branded/Un-branded pesitcides, they
are willing to buy pesitcides just due to the reason of requirement of their farmers and
industries purpose. They also aware that due to lack of availability of Branded
pesitcides in Market they have to but from the available Un-branded pesitcides only.

RECOMMENDATIONS
1. The existing channel of distribution is not effective and needs to be reorganized.
Therefore it is proposed that the RAVI company should adopt a two point for
distribution approach to cover entire Muzaffarnagar city for the selling the liquid
organics.
2. Firstly it should dispatch organics 3 or 4 selected points of old city in light
commercial vehicles from these points it can then be distributed in the city using
three wheelers and light commercial vehicles etc in additional to the existing
distribution system in the entire Muzaffarnagar city.
3. As findings reveal that consumers of the Muzaffarnagar city prefer high safety
organics. Therefore the company should continue permanently organics, standard
organics and janata organics, organics are being sold by the company, majority of
consumers can not differenciate the types of organics for sold by the company.
4. The complaint redressal system to be the complaints received from the consumers
and retailers then the action should be taken about the retailers and consumers
problems, it is necessary that company must give the feed to retailers and consumers.
5. The commission offered by the company to its retailers, but retailers are not satisfied
to the commission of company so retailers commission should be increase.
6. The demand of retailers is that the organics products of Ravi Company should supply
with poly pack organics supply.
7. Improvements are necessary in organics quality like as smell and taste.
8. Advertisement channel should be selected by the company and pamphlets, sign board
are necessary to advertisement of company.
9. The visit is to be must by the company marketing staff for retailers satisfactions
some complaints can be easily solve by face to face communication.

10. Company has been irregular in organics supply. The most convenient timing for
consumers to buy organics between 6 am to 8 am in the morning and 5pm to 7pm in
the evening. The company must ensure that organics is available in the city before
6am in the morning and before 5pm in evening. Also the organics supply to retailers
should be sufficient so that he does not run out of stock.
11. Consumers of the city still have some misconceptions about organics. Therefore an
educative sales promotion kind of campaign is needed fore increase the sale of Ravi
organics. Marketing personnel have to be suitably trained to follow marketing
approach so that image and services of the company improve.

12. Delivery Schedule should be Properly Maintain, i.e. Its Indigenous Products Should
be Available at all possible Maximum Retail Stores of the City.

13. Delivery Complaints should be undertaken more quickly.

14. Behavior of Staff/Team Involve in Distribution, Feedback from Retailer &
Consumer is Essential.

15. Quality Standard should keep Maintain.

16. Company should make a meeting time to time with dealers and launches different
Gifts & Incentives Scheme to Promote the Sale of Products.


17. Packing and Labeling of pesitcides should be Attractive as there packing of
pesitcides & Chemical.

18. Company should start Publicity Campaign for promote and awareness of its
indigenous products to the ultimate consumer.









Finding From Consumer:
80% Consumer Use pesitcides occasionally, 13% rarely & Rest 7% Consumer Uses
pesitcides generally.

84% Consumer use pesitcides for industrial and agriculturel purpose.

39% Consumer use pesitcides 01 to 02 kg. at a time, 33% Consumer use 0.5 to 01 kg.
pesitcides at a time and 28 % Consumer use 02 to 03 kg. pesitcides at a time.

In General Season 45% Consumer use 01 to 02 Kg. pesitcides, 30 % Consumer use 02
to 03 Kg. pesitcides & 25 % Consumer use 03 to 04 Kg. pesitcides at a time.

33 % Consumer buy pesitcides from Whole Sale Shop of pesitcides, 24% Consumer
buy pesitcides from near by shopkeeper, 12% arrange pesitcides from organics man
and Rest 31% from other sources, etc.

91% Consumer are satisfied with the quality of the available Un-branded pesitcides,
because they intimate clearly that they Firstly check the quality attributes (i.e. safety
and security) of the available pesitcides, then they told shopkeeper to pack it, but in the
special season they generally face problems for the good quality of pesitcides due to its
shortage in market, Secondly consumer dont have any choice (I.e. Branded Product)
then definitely they have to select from the available one only, while they are satisfied
or not, Rest 9% Consumer Clearly intimate that but obvious they are un-satisfied with

the quality of available Un-branded pesitcides but theyve to buy it only because no
other option is available at present.

In the present market scenario 33% Consumer are buying @76-80/- per kg. pesitcides,
21% Consumer are buying @71-75/- per kg. pesitcides, 15% Consumer are buying
@66-70/- per kg. pesitcides, Rest 31% Generally Procure pesitcides from other sources
, thus they havent calculate the costing of Prepared pesitcides.

100% Unbranded pesitcides is available in Market, Branded pesitcides is not available
in Market, thus Ravi pesitcides havent any Branded Competitor but they have to
face Challenges with Un-branded pesitcides.

Some Consumer i.e. 7% are also aware that Ravi is Preparing pesitcides, but they think
that it is Prepared only for there Staff Personnel Only.

43% Consumer Prefer to Freshness for Subject of Quality Attributes in Ravi pesitcides,
26% Prefer for safety, 11% Prefer for Good marketing position, 11% and 9% Votes for
Good security Contents & Prefer to all the attributes respectively.

40% Consumer Prefer for Publicity Campaign, 31% Prefer for News-Paper Advt., 23%
for Cable T.V. & Rest 6% Votes for Handbills for Promote the Sale of Ravi pesitcides
& Other Organics Products.


91% Consumer Prefer for Kg. Pack for pesitcides, they think that it may be become
more beneficiary for consumer.

47% Consumer Prefer for Plastic Container Packing & 46% Prefer for Poly Pack &
Rest 7% Prefer to Carton Pack of Ravi pesitcides.

94% Consumer are likely to buy the pesitcides @85-90/- per kg., because they are
ready to pay some higher cost for branded pesitcides, but not so higher from un-
branded.

Finding From pesitcides Whole-seller & Ravi Organics Agents:-
Whole-seller located at, Sadar Bazar-Muzaffarnagar are selling Approx. 800-1000 Kg.
Un-Branded pesitcides per day.
50% Wholeseller sold pesitcides within the price range of Rs.76-80 per Kg., 30%
Wholeseller sold pesitcides between the price range of Rs.71-75 per kg. and 20%
Wholeseller sold pesitcides between the price range of Rs.66-70 per Kg, with taking a
margin of Rs. 110-150 per kg. & are ready to sell Ravi pesitcides between the Price
Range of Rs. 85-90 per kg. with-in-built Margin of Rs. 110-150 per kg. as they were
taking in Un-branded pesitcides.
100% Ravi organics agent are ready to sell Ravi pesitcides and the approx quantity
is 05-06 Kg. by 51% Agent, 22% agent are ready to sell approx 03-04 kg. per Day,
Rest 10% and 6% are ready to sell approx. 01-02 kg. & 07-10 kg. per day respectively.

82% Whole-seller and Ravi organics agent are likely to sell Ravi pesitcides in 0.5 Kg.
Pack & Rest 18% are in 01 kg. pac.
44% Whole-seller and Ravi organics agent are likely to sell Ravi pesitcides in Plastic
Containner, 42 % Whole-seller and Ravi organics agent are likely to sell Ravi
pesitcides in Poly-Carry Bag & Rest 14% Preffered Carton Pack of Ravi pesitcides.
56% Preffered to promote the Ravi pesitcides by Advt. at TV/Cable Advt., 24% by
Publicity Campaign, 14% by News Paper & 6 % by Hand Bills/Pamplets etc.




















BIBLIOGRAPHY
Books:
1. Marketing Research (Kotler Philip)
2. Research Methodology (Kothari CR)
3. Sampling & Sampling Distribution (S.P. Gupta)
4. Principle of Mangement (L.M. Prasad)
5. Organisational Effectiveness & Change (Dr. P.C. Tripathi)
Website:
1. www.yahoo.com
2. www.google.com
3. www.raviorganics.com
REFERENCES
1. Kotler, Philip Marketing
New Delhi, Prentice-Hall of India Pvt. Ltd. 2001
2. Kothari, CR, Research Methodology,
New Delhi, Vikas Publishing House Pvt. Ltd. 1995
3. Gupta, S.P. & Gupta M.P., Sampling and Sampling Distribution.
New Delhi, Sultan Chand & Sons. 1995
4. Manuals of Ravi Organics Ltd., Industrial ares, Begrajpur, Muzaffarnagar.


















QUESTIONNAIRE

Dear Sir/Madam,
Name:

Age: Sex: Male [ ] Female [ ]
Name and address of the organization:
.

Contact Number:
.. E-mail
address: ..

Qns: .Do you know about Ravi Organics Limited?
Yes No
If yes, Whats your source of information?
1. Advertisement
2. Agent
3. Company
4. Other sources.
Qns: Are you dealing with Ravi Organics Ltd.?
Yes No

If yes, What product are you purchasing from Ravi Organics?
1. 2-4D Acid
2. 2-4D Sodium
3. Butachlore
4. AKD ( Emulsion).


Qns: How do you find the service of Company?
1. Excellient
2. Satisficatory
3. Poor.
Qns: Are you dealing with Ravi Organics Ltd.?
Yes No
If yes, What is your daily demand?
1. 1 K.g.
2. 2 K.g.
3. 5 K.g.
4. 10 K.g.
Qns: From Where are you purchasing?
1. Domestic Market
2. Industry Market
3. International Market

4. International Market
Qns: Are you liking the packing of Ravi Organic Product like 2-4D Acid?
Yes No
If yes, Which type of packing you prefers?
1. 1 K.g.
2. 2 K.g.
3. 5 K.g.
4. 10 K.g.


Qns: Do you Prefers the prices of Ravi Organics?
Yes No
Qns: Do you like to make an agent of Ravi Organics?
Yes No