SUMMER REPORT

A STUDY ON

“EXAMINE THE SEED TREATMENT PRACTICES AND BRAND

AWARENESS OF SEEDCEL IN KELWADA.”

WITH

SPECIAL REFERENCE

EXCLE CROP CARE LTD.

SUBMITTED IN PARTIAL FULFILLMENT OF THE REQURIMENT

FOR THE DEGREE COURSE OF

MASTER OF MARKETING MANAGEMENT

(Pune University, Pune)

SUBMITTED BY
MANISH SHARMA

(2009-11)

PROJECT GUIDE

Prof. R.G. ANANDIKAR

INDIRA INSTITUE OF MANAGEMENT

 PREFASE

This project has been taken as a part of the MMM in Pune University, in sales and marketing.
For this I have selected EXCEL CROP CARE LTD. This is operating in this fast growing
pesticide industry of India with a well recognized track record of performance, making profit
continuously since a long time.

The purpose of this project is to use and apply our academic knowledge
gained during the curriculum in getting valuable insight of corporate culture with all its
complexities as well as to know about strategy of Excel Crop Care . This would help us in
decision –making ability and emphasize our active participation in the field of study.

The summer training consists of two parts:-

1) General visit to each and every outlet

2) Project work

ACKNOWLEDGEMENT
The following people have given me so much of themselves – personally or technically or both
– that my this experiences in Excel Crop Care Ltd. to help me in judging and joining and
appropriate profile in which I can do well and provide my best work to my employer, seniors,
professors, family and overall in the welfare of society

First off all I owe great thanks to Prof. R.G.Anandikar my project guide. By the effort of
whom I got a chance to do my summer project with the finest crop Protection Company in the
country. .

I am heartily thankful to my project guide Satish Dalal (Marketing & Sales Manager,
Rajasthan) & Hariom Singh gurjar (Territory Manager, Kota) Excel Crop Care Ltd. who
gave his order as suggestions, as cooperation. He adds fragrance in completing successfully
this project. I am sure that this experience of working with him gives me different analytical
attitude to work which will make me successful in the future project of life.

Finally I thank to my parents for extending their support in all ways and means and been my
strength from deep within.

Thank you

Manish Sharma

EXECUTIVE SUMMARY

PROJECT TITLE
“Examine the seed treatment practices and Brand awareness of Seedcel in Kelwada

OBJECTIVES

1. To study the importance of seed treatment practices and major competitors of seedcel
in kelwada.

2. To study the perception of farmers, dealers and distributors about seedcel.

3. To find out the suitable strategies to strengthening the brand image of seedcel.

4. SWOT analysis of Seedcel brand.

RESEARCH METHODOLOGY

Primary data: these were collected through the questionnaire and survey.

Secondary data:

1. Research paper

2. Research article

3. Brochure

4. Internet

Research design: Exploratory and descriptive research.

Sampling method: Non probability (Purposive and convenience)

Sampling universe: all farmers of kelwada

Sampling unit : individual farmers and dealers.

Sample size: 100 farmers and 10 dealers

LIMITATION

• Lack of time (ie. Two months)

• Lack of availability of time to reach all respondents.

• It does not represent state level or national level analysis.

• Some respondents were biased.

CONCLUSION

1. Seedcel is very growing product of Excel crop care Ltd.

2. Seedcel is the most effective “growth promoter” accepted by farmers of kelwada.

3. Effectiveness is the most important factor for purchasing Seedcel. Price is the second
factor.

4. From dealers point of view “Dealers margin” is the most important factor.

RECOMMENDATIONS & SUGGESTIONS

1. More man-power should be employed to impart scientific & technical knowledge to

farmers.

2. Price should be same in all regions.

 3. Company should establish strong coordination with the dealers/retailers.

4. Should ensure that Seedcel is available at right place and at right time.

Table of Contents

Chapter 1.Introduction to the Research

Chapter 2.Industry Profile

Chapter 3. Company and Product profile

Chapter 4.Literature survey/Review

Chapter 5.Objective and Scope of the Project

Chapter 6.Research Methodology

Chapter 7.Data Analysis and Interpretation

Chapter 8.Observation and finding

Chapter 9.Conclusion

Chapter 10.suggrstion/Recommendation

Bibliography

Annexure
 Introduction to the Research

The project area assigned to me was kelwada, which is one of the highest pesticide consuming
districts of the country. The major crops of the area are soybean, maize, wheat, mustard, black
gram, Groundnut, citrus, vegetables, Till and few other horticulture crops.
This is a live project and has been done on behalf of Excel Crop Care Limited. This project is
exclusively done on one of the Seedcel (for seed treatment) brand of Excel Crop Care Limited.

The project gives the qualitative analysis of “Seedcel” To examine the seed treatment practices
and brand awareness of Seedcel in kelwada, Rajasthan.

Descriptive research methodology has been taken. Survey through objectives oriented
questionnaires has been done in the target population i.e. the farmers and dealers of kelwada.
After thorough survey and data interpretation it has been found that “Seedcel” is one of the
most effective seed treatment products in district.

However it has been found that “Seedcel” is one of the most expensive seed treatment product
but due to the fast effectiveness most of the farmers have expressed their willingness to buy it,
even if there is reasonable increases in price due to many folds increase in input cost of
manufacturing of seedcel is also SeedcelTM a Multistage Fermentation Technology Product
formulated with a fine grade mineral inert powder. When mixed with seeds, forms a thin layer
of coating over the seeds.

IMPORTANCE OF THE RESARCH

Summer training in the organization is very important for a student from learning point of view,
who is undergoing with such course. Only theoretical part is not sufficient for a student to
understand all the marketing activities. This course is not the answers for all the problems, which
arises in the practical field. There are not the answers for all the any problems, but the aim of this
study is to develop the ability of decision-making. Right decisions at time enable the organization
to run smoothly. It helps a student to go through practical situation and understand the difficulties
of marketing.

Summer training in an organization gives an idea how decisions are taken when any
problem comes to an executive. So the way of problem solving, right decisions making and
knowledge of different type marketing activities give much importance to the study. In the case of
examining the Seedcel treatment it is not possible to learn all the management skills from
theoretical books that is why training plays important role to learn about practical situations.

Infact it is also beneficial for any organization to make certain change in quality / services / price
of the product according to consumer demands. For long running a business organization such type
of improvement in needed time to time and it helps organization to increase profitability and
success.
 Industry profile
Agriculture was developed at least 10,000 years ago and it has undergone significant
developments since the time of the earliest cultivation. Evidence points to the Fertile
Crescent of the Middle East as the site of the earliest planned sowing and independent
development of agriculture is also believed to have occurred in northern and southern China,
Africa's Sahel.

GROWTH TRENDS IN INDIA

Agriculture in India has a long history dating back to ten thousand years. Today India ranks
second worldwide in
farmoutput. Agriculture andalliedsectorslike forestry and logging accounted for 16.6% of the
GDP in 2007, employed 52% of the total workforce and despite a steady decline of its share in
the GDP, is still the largest economic sector and plays a significant role in the overall socio-
economic development of India

Agriculture is a very dominant sector of the Indian economy and accounts for 22 percent (as on
September 2005) of GDP. Agriculture derives its importance from the fact that it has vital
supply and demand links with the manufacturing sector. During the past five years agriculture
sector has witnessed spectacular advances in the production and productivity of food grains,
oilseeds, commercial crops, fruits, vegetables, food grains, poultry and dairy. India has
emerged as the second largest producer of fruits and vegetables in the world in addition to
being the largest overseas exporter of cashews and spices. Further, India is the highest
producer of milk in the world.

India is the largest producer in the world of milk cashew nuts, coconuts, tea, ginger,
turmeric and black pepper. It also has the world's largest cattle population (281 million). It is
the second largest producer of wheat, rice, sugar, groundnut and inland fish. It is the third
largest producer of tobacco. India accounts for 10% of the world fruit production with first
rank in the production of banana and sapota .India's population is growing faster than its ability
to produce rice and wheat

The Indian Agriculture Industry is on the brink of a revolution that will modernize the entire
food chain, as the total food production in India is likely to double in the next ten years.
As per recent studies the turnover of the total food market is approximately Rs.250000 crores
(US $ 69.4 billion) out of which value-added food products comprise Rs.80000 crores (US $
22.2 billion). The Government of India has also approved proposals for joint ventures, foreign
collaborations, industrial licenses and 100% export oriented units envisaging an investment of
Rs.19100 crores (US $ 4.80 billion) out of which foreign investment is over Rs. 9100 crores
(US $ 18.2 Billion). The agricultural food industry also assumes significance owing to India's
sizable agrarian economy, which accounts for over 35% of GDP and employs around 65 per
cent of the population. Both in terms of foreign investment and number of joint- ventures /
foreign collaborations, the consumer food segment has the top priority. The other attractive
features of the indian agro industry that have the capacity to lure foreigners with promising
benefits are the deep sea fishing, aqua culture, milk and milk products, meat and poultry
segments.

Initiative

“Agriculture is the process of producing food, feed, fiber and other desired products by the
cultivation of certain plants and the raising of domesticated animals (livestock). The practice of
agriculture is also known as farming, while scientists, inventors and others devoted to
improving
farming methods and implements are also said to be engaged in agriculture”.

The Indian Agricultural Research Institute (IARI), established in 1905, was responsible for the
research leading to the "Indian Green Revolution" of the 1970s. The Indian Council of
Agricultural Research (ICAR) is the apex body in agriculture and related allied fields,
including research and education.[7] The Union Minister of Agriculture is the President of the
ICAR. The Indian Agricultural Statistics Research Institute develops new techniques for the
design of agricultural experiments, analyses data in agriculture, and specializes in statistical
techniques for animal and plant breeding.

• India ranks second worldwide in farm output Agriculture and allied sectors like
forestry,
• logging and fishing accounted for 18.6% of the GDP in 2005, employed 60% of the
total
• It accounts for 8.56 % of India’s Exports. About 43 % of India's geographical area is
used for agricultural activity. Despite a steady decline of its share in the GDP,
agriculture is still the largest economic sector.
• About 70% population of the India is directly dependent on agriculture, also agriculture
is the main component for most of the state economies in India

International Trade & Indian Agriculture:

Agricultural Export: India's total exports of agricultural and allied product sat $10.5 billion in
2005-06 constitute 10.2% of its export share. Developed country markets account for nearly
35% of India's agri-exports. In agricultural exports there are varied performances across
commodities. Contribution of various agricultural commodities in world exports has be
enlisted below.
 Export of Marine products, which after a decline in 2003-04 had picked upin
subsequent years, grew by 6.3% in April- October-2006.In terms of export earnings,
among marine products, frozen shrimp contributed to bathe.
 largest export item, followed by frozen fish, Product Percentage sharein World
Export :Lac, gums, resins, vegetable products 10 Vegetable planting materials,
vegetable products 4.9 Coffee, tea, mate & spices 3.7Marine products 2.3 Residues,
waste of food industry, animal fodder 2.1Cereals 1.3
 Fruits & nuts 1.1 cuttlefish, squid, and dried items. European Union accounted for the
largest share of India's export of marine products, followed by US and Japan. This
sector, however, faced a number of
Major player in private sector
1. Bayer crop science
2. Excel crop care Ltd.
3. Coromandal agri Ltd.
4. Dhanuka pesticides
5. Punjab chemical and crop protection Ltd
6. Chambal fertilizers
7. Naqurjune agric hem Ltd

Government Agriculture industry

• Agricultural & Processed Food Products Export Development Authority (APEDA)

• Central Food Technological Research Institute (CFTRI)

• Central Inland Capture Fisheries Research Institute (CICFRI)

• Central Institute for Research on Goats (CIRG)

• Central Institute of Agricultural Engineering (CIAE)

• Indian Institute of Soil Science (IISS)

• Indian Institute of Vegetable Research (IIVR)

• Indian Institute of Horticultural Research (IIHR)

 PROFILE OF THE COMPANY

At Excel Crop Care, our route to success is very clear. Lead the way in whatever you do, but
stay by the side of customer and societal obligations. Produce the world's best product range,
but make them economically and ecologically viable. We rate our success not by the glowing
numbers in our balance sheet, but by the rising prosperity curve of our customers, the farmers.
We see our wealth in the radiance of their healthy farms, in the smile of assurance that lights
up their faces, in the improvement of their economic and social well being. We are convinced
that our future is linked with that of the land and that of the farmers. In their success lies our
victory and in their smiles, lies our very own existence.

ABOUT EXCEL INDUSTRIES LIMITED

Company Excel Crop Care

Profile: Limited
Ticker: 532511
Exchanges: BOM
2010 Sales: 6,191,900,000
Major Industry: Chemicals
Sub Industry: Miscellaneous

Chemicals
Country: INDIA
Employees: 1218

For well over 60 years, Excel Industries Limited (EIL) produced chemicals that helped reap
richer rewards for farmers across India. Excel grew closer to them and understood the
criticality of its products to their livelihood. Excel was more than just a chemicals provider.
They looked to EIL for guidance and confidence. EIL learnt that when a farmer took advice of
its officer, he placed not only his crop in the hands of the company, but also the future of his
family. This further strengthened the commitment to giving him the best products and the best
crop production technology. This commitment and focus gave birth to Excel Crop Care
Limited - a company which began with 3 manufacturing plants; over 1200 dedicated
employees; a range of market-leading brands; a distribution network of 40000 dealers; a
customer base running into millions; and a turnover exceeding Rs.5000 million. Not to mention
the accumulated wisdom of 6 decades. Excel Crop Care, now propagating a more scientific
approach to agriculture, which will do away with wasteful practices and lead to better crop
yields with lesser expenses.

BusinessDescription
Excel Crop Care Limited is an India-based company. It is engaged in the business of
agrochemicals comprising insecticides, weedicides, fungicides, fumigants and rodenticides.
The products of the Company include soil enricher, bio-pesticides and plant growth promoters.
The subsidiaries of the company include Excel Industries (Australia) Pty Limited, Excel
Industries (Europe) N. V., ECCL Investments and Finance Ltd and Excel Genetics Limited.

This Report provides a comprehensive Sales & Margin summary analysis for Excel Crop
Care Limited Tabular results include up to a ten-year history on Sales, EBITDA (Earnings
before Interest, Taxes, Depreciation and Amortization), Income before Extraordinary Items and
number of Employees. Additional ratios are included for sales growth, earnings and income as
a percent of sales and Sales per Employee

SEEDS OF PROGRESS
Excel Industries Limited, the founding company, started off in a Kitchen laboratory in 1941.
Today it is ranked among industry leaders with a turnover exceeding Rs.5000 million. Since its
inception, Excel Industries has built a solid history and reputation of developing,
manufacturing and exporting chemicals. The company achieved over 100 product and process
breakthroughs that are serving the specific needs of various clients even now. Excel Industries
is the first company in Asia and third in the world to make Endosulfan Technical. It has first
rank in Asia to make Butane Diol. The second rank in the world to develop Glyphosate
Technical. And the third company in the world to develop Aluminum Phosphide. Excel
Industries has received various awards in recognition of their dedication and excellence in the
field of chemicals. Excel Crop Care was set up in 2003 and actively promotes Integrated Pest
Management (IPM) to Indian farmers demonstrates the use of Integrated Crop Management
(ICM) techniques to the farmers, using innovative methods. In keeping with the philosophy of
the founder, Mr. C. C. Shroff, Excel Crop Care also believes that in every interaction with the
clients, individual as well as corporate character, integrity and professionalism is under
scrutiny. As a result, the virtues of high quality, cost effectiveness, consumer need fulfillment,
fair prices and fair trade practices are always kept at the uppermost position.

GLOBAL BUSINESS

Excel Crop Care's Technical Actives, bulk and branded formulations are presently registered
and marketed in Asia Pacific, South Asia, West Asia, Africa, Europe (West & East including
CIS countries) Central & South America and the USA.

The exports of Excel Crop Care presently account for about 35 % of the turnover, but will play
a more significant role in the company's business in the coming years. Besides the necessary
infrastructure at the plants, it has a subsidiary in Antwerp, Belgium manned by professionals
who perfectly understand the requirements and specialties of customers in that part of the
world. Here, Excel Crop Care Limited has also stock key products to reduce transit time and
meet urgent customer needs.

To become a truly global company, Excel Crop Care Limited plan to strengthen its stewardship
role in promoting molecules where it has core competencies.
Initially, Excel Crop Care Limited has intended gaining market access in countries that have
crops, climatic conditions and size of land holdings similar to India. For this, it is joining hands
with companies across the world that offers complementary skills, products and services.
Pooling resources and knowledge base will speed up market access and build a firm stronghold
in these countries. In return Excel Crop Care Limited offers its marketing and distribution
strengths and its knowledge base in India. In the last few years, Excel Crop Care Limited has
heavily invested in generating data-packages which will help us access international markets
easily. Excel Crop Care Limited has won as many as nine Export Performance Awards,
including the Trishul Award for topping exports in thrutive years.

BRAND

A distinguishing symbol, mark, logo, name, word, sentence or a combination of these items
that companies use to distinguish their product from others in the market is called brand. Once
a brand has created positive sentiment among its target audience, the firm is said to have built
brand equity.

For example, Roundup, endocel, celcron , Altratop, Gramoxone are some big brands in Indian
herbicide market.

BRAND AWARENESS

A gauge of marketing effectiveness measured by the ability of a customer to recognize and/or

recall a name, image or other mark associated with a particular brand is known as brand
awareness.

It is the likelihood that consumers recognize the existence and availability of a company's
product or service. Creating brand awareness is one of the key steps in promoting a product.
Brand awareness is an important way of promoting commodity-related products. This is
because for these products, there are very few factors that differentiate one product from its
competitors. Therefore, the product that maintains the highest brand awareness compared to its
competitors will usually get the most sales.

ORGANISATION STRUCTURE

Director

Vice president Operation

Regional Manager

State Marketing & Sales Manager

Development Manager

Territory Manager

Customer Executive
 Sales man

PRODUCT PROFILE

CATEGORY TECHNICAL FEATURE BRAND NAME

INSECTICIDES Endosulfan Endocel 35 E.C. and 50% WP

formulation
Chlorpyriphos Tricel 20 E.C. and 48 E.C.
formulation
Profenofos Celcron 50% EC formulation
Imidachloprid Imidacel

FUNGICIDES Wettable Sulphur 80% Sulfex

Wettable Disperable Granules of Sulfex Gold

Sulphur

HERBICIDES Isopropyl amine salt of Glyphosate Glycel 41% SL formulation

41%
Ammonium salt of Glyphosate “Excel Mera 71” SG formulation
71%
RODENTICIDES Zinc Phosphide 80% Commando

FUMIGANTS Ammonium Phosphide Celphos

OTHER PRODUCTS

CATEGORY TECHNICAL FEATURE BRAND NAME

SEED DRESSING Methoxy Ethyl Mercury Emissan
Chloride

PLANT GROWTH Amino Acid Aminocel Gold

PROMOTER
BIOLOGICAL Composter Madhyam

Soil Enricher Celrich,

Phosnitroculum
Organic Fertilizer Phoscel
Nutrient mobilize Mobicel
Seed Growth Enhancer Seedcel
Plant Growth Enhancer Herbozyme,
Herbozyme Granules
Biopesticides Tricho, Sudacel, Verticel,
Larvocel,
Azacel 3000,Azacel 10000
Fishery Segment Fiscel

HERBICIDES INSECTICIDES

INSECTICIDES FUNGICIDES
 RODENTICIDES

ABOUT SEEDCEL

Introduction

SeedcelTM a Multistage Fermentation Technology Product formulated with a fine grade mineral
inert powder. When mixed with seeds, forms a thin layer of coating over the seeds.

SeedcelTM is applied to seed just prior to sowing. SeedcelTM enhances the formation of fine
root hairs which facilitates uptake of water and nutrients effectively in the early days of
seedling formation. SeedcelTM increases both root and shoot weights of the treated seedlings in
a very short time.

Crops
Vegetables Tomato, Chilly, Brinjal, Onion, Lady’s finger, Cabbage, Cauliflower, Cucurbits,
Crops Capsicum, Bottle Gourd, Bitter Gourd, Okra, Pea, Bean, etc.
Field Crops Cotton, Paddy, Potato, Sunflower, Groundnut, Mustard, Maize, Wheat, Sorghum,
Cumin, etc.

Method of Application
Apply SeedcelTM before planting. Fill a container with seeds and then dispense required amount of
SeedcelTM and mix thoroughly. Fine coating of SeedcelTM powder is observed over the seeds.

Dosage
5-10 gm per kg of seeds.

Composition
Organic acids, amino acids, Carbohydrates and vitamins 5%
Inert Carrier 88%
Moisture 7%
Compatibility
SeedcelTM is compatible with all agriculture inputs, both chemical and biological.
Storage
Store in a dry and cool place. Avoid direct sunlight and moisture.

Price Max Retail Price of 100gm. Pouch: Rs. 115.

Max Retail price of 10gm.Pouch:Rs. 25.

Available Package
Available in 10gm, 100gm pack sizes.
How It Works

SeedcelTM is applied to seed just prior to sowing. SeedcelTM enhances the formation of fine root hairs
which facilitates uptake of water and nutrients effectively in the early days of seedling formation.
SeedcelTM increases both root and shoot weights of the treated seedlings in a very short time.
Treated seed crop of soybean untreated seed crop of soybean

By “Seedcel”
 Seed treatment

Concept of Seed Treatment

The concept of seed treatment is the use and application of biological and chemical agents that control or
contain primary soil and seed borne infestation of insects and diseases which pose devastating
consequences to crop production and improving crop safety leading to good establishment of healthy and
vigorous plants resulting better yields.

The benefits of seed treatment are as follows:

1) Prevents spread of plant diseases

2) Protects seed from seed rot and seedling blights

3) Improves germination

4) Provides protection from storage insects

5) Controls soil insects.

Types of Seed Treatment:

1) Seed disinfection: Seed disinfection refers to the eradication of fungal spores that have become
established within the seed coat, or i more deep-seated tissues. For effective control, the fungicidal
treatment must actually penetrate the seed in order to kill the fungus that is present.

2) Seed disinfestations: Seed disinfestations refers to the destruction of surface-borne organisms that have
contaminated the seed surface but not infected the seed surface. Chemical dips, soaks, fungicides applied
as dust, slurry or liquid have been found successful.
3) Seed Protection: The purpose of seed protection is to protect the seed and young seedling from
organisms in the soil which might otherwise cause decay of the seed before germination.

Conditions under which seed must be treated :

1) Injured Seeds: Any break in the seed coat of a seed affords an excellent opportunity for fungi to enter
the seed and either kills it, or awaken the seedling that will be produced from it. Seeds suffer mechanical
injury during combining and threshing operations, or from being dropped from excessive heights. They
may also be injured by weather or improper storage.

2) Diseased seed: Seed may be infected by disease organisms even at the time of harvest, or may become
infected during processing, if processed on contaminated machinery or if stored in contaminated containers
or warehouses.

3) Undesirable soil conditions: Seeds are sometimes planted under unfavorable soil conditions such as cold
and damp soils, or extremely dry soils. Such unfavorable soil conditions may be favorable to the growth
and development of certain fungi spores enabling them to attack and damage the seeds.

4) Disease-free seed: Seeds are invariably infected, by disease organisms ranging from no economic
consequence to severe economic consequences. Seed treatment provides a good insurance against
diseases, soil-borne organisms and thus affords protection to weak seeds enabling them to germinate and
produce seedlings.

Precautions in Seed Treatment:

Most products used in the treatment of seeds are harmful to humans, but they can also be harmful to seeds.
Extreme care is required to ensure that treated seed is never used as human or animal food. To minimize
this possibility, treated seed should be clearly labeled as being dangerous, if consumed. The temptation to
use unsold treated seed for human or animal feed can be avoided if care is taken to treat only the quantity
for which sales are assured.

Care must also be taken to treat seed at the correct dosage rate; applying too much or too little material can
be as damaging as never treating at all. Seed with very high moisture content is very susceptible to injury
when treated with some of the concentrated liquid products.

If the seeds are to be treated with bacterial cultures also, the order in which seed treatments should be done
shall be as follows

i) fungicide

ii) Bacterial cultures.

100% Seed Treatment

Keeping in view of the importance of seed treatment to achieve better crop stand of major crops, and the
fact that many farmers in the country do not follow/adopt this practice, adoption of seed treatment by the
farmers across the country require effective extension strategies and making the appropriate chemical/bio-
products available to the farmers at their doorstep. The farmers also required to be trained/made aware of
the methods of seed treatment, post treatment- handling of the seeds and planting materials. Government of
India has therefore launched a country wide campaign for ensuring 100% seed treatment in all important
crops during coming Rabi season. Pesticide industry associations, ATMAs, CIPMCs, KVKs, Farmers
Clubs, SAUs, NGOs, etc.can play an important role in the campaign for 100% seed treatment and hence
their participation is solicited.

SeedcelTM is applied to seed just prior to sowing. SeedcelTM enhances the formation of fine root hairs which
facilitates uptake of water and nutrients effectively in the early days of seedling formation. SeedcelTM
increases both root and shoot weights of the treated seedlings in a very short time.

Crops

Vegetables Tomato, Chilly, Brinjal, Onion, Lady’s finger, Cabbage, Cauliflower, Cucurbits,
Crops Capsicum, Bottle Gourd, Bitter Gourd, Okra, Pea, Bean, etc.
Field Crops Cotton, Paddy, Potato, Sunflower, Groundnut, Mustard, Maize, Wheat, Sorghum,
Cumin, etc.

Method of Application
Apply SeedcelTM before planting. Fill a container with seeds and then dispense required amount of
SeedcelTM and mix thoroughly. Fine coating of SeedcelTM powder is observed over the seeds.

Dosage
5-10 gm per kg of seeds.

Composition
Organic acids, amino acids, Carbohydrates and vitamins 5%
Inert Carrier 88%
Moisture 7%

Compatibility
SeedcelTM is compatible with all agriculture inputs, both chemical and biological.
 Objective and Scope

Basically the objective of the study was twofold, on the research part, it was gain a practical exposure of
the management theories in the field of marketing with the combined aim of getting two year
MASTER OF MARKETING MANAGEMENT(MMM) Degree. On the company part the objective was
“Examine the seed treatment practices and brand awareness of Seedcel in kelwada”

1) To study the importance of seed treatment practices and major competitors of Seedcel in kelwada.

2) To study the perception of farmers, dealers and distributors about Seedcel.

3) To find out the suitable strategies to strengthening the brand image of Seedcel.

4) SWOT analysis of the Seedcel brand

 Scope of the study

 The project gives the qualitative analysis of brand awareness of “Seedcel” among the farmers of
kelwada.

 The project gives the degree of effectiveness of “Seedcel” in the fields of kelwada.

 The project gives the analysis of possibility of acceptability of “Seedcel” by the farmers of kelwada
on increasing its price due to increase in manufacturing cost.

 The project elaborates the most important factors in the business of growth promoters

 Sample size has been taken for the study is 100 farmers.
6.1 Sampling universe: all farmers of kelwada

6.2. Research design:

Exploratory & Descriptive research design have used for this research because the data is not
predefine & unstructured.

6.3. Sample procedure:

Non –probability sampling will use to collect data because research is being done in a
particular area. Purposive and convenience method use to collect data.

6.4. Data collection method:

Survey & questionnaire technique will use to collect data.

6.5. Technique of survey:

The data will be collect by Personal interview.

.6.6. Sampling plan:

The research is going too held in various division of kelwada such as Town , Sahabad,
Mahodra, Ratei etc.

6.7. Sample size:

Research is deal with 100 respondents (Farmers) and 10 dealer/distributor of the villages

6.8. Sampling unit:

The sample unit was individual farmers and dealer /distributors

6.9. Analytical tools:

The analysis shows by various tools such as pie charts, bar graph, Colum chart etc.

6.10. Data type:

6.10.(a) Primary data:

Primary data is first hand data which is collected through observational studies, market survey,
or experiment. The provider of primary data is termed as “respondent”. Research instrument
for collecting primary data is:

1. Questionnaire or

2. Interviews

6.10.(b) Secondary data:

Secondary data is second hand data. Secondary data deal with internal & external data. This is
collected from research paper, internet, research articles, and customer data base.

6.11. Types of question :

1) Multiple choices.
2) Double choice.
3) Rank based questions.
 LIMATION OF THE STUDY

 The sample size 100 farmer’s and 10 dealers/distributer survey was not sufficient
because this represents the only three blocks of kelwada so that is an overall average
not accurate.

 The survey is done in only three blocks i.e. sahabad, mahodra & ratei (kelwada) so it
does not represent state level or national level analysis.

 Effectiveness of growth promoters varies from different geographical areas and here
effectiveness represents a small area so it may or may not be taken as standard degree
of effectiveness.

 There Farmers have very little irrigation source and water facility so that is a very
critical task to farmers for seed treatment because if they treating seed before adequate
time of sowing & if rain is not sufficient on the time of sowing so what is the use of
that treated seed.

Area where survey is conduct:-

 Kelwada

 Sahabad

 Mahodra

 Rati
8.1 Do you use seed treatment brands?

Serial no Options No. of respondent percentage

1. Yes 74 74%
2. No 26 26%

Interpretation: from the above graph we can see that most of the respondents use
seed treatment brands.
 8.2 Which one is more important for you while purchasing seed
treatment brand?

Serial no Options No of respondents Percentage

1. Price of the product 21 21%
2. Credit facility 35 35%
3. Result 27 27%
4. Brand name 17 17%

Interpretation: credit facility is the most important factor for purchasing seed treatment
brand followed by result and price.
 8.3 Which treatment do you generally use for the seed treatment?

Serial no Option No of respondents Percentage

1. Growth promoter 38 38%
2. Fungicide 30 30%
3. Insecticide 35 35%
4. Any other 7 7%

Interpretation:
 8.4 Which seed treatment brand do you generally use for the seed
treatment?

Serial no Option No of respondents Percentage

1. Seedcel 54 54%
2. Bavisteen 26 26%
3. Thiram 18 18%
4. Any other 12 12%

Interpretation:
 8.5 Where have you seen this?

Serial no Option No of respondents Percentage

1. Advertising 15 15%
2. Excel brochure 32 32%
3. Fellow farmers 30 30%
4. Dealer shelf 15 15%
5. Other then above 8 8%

Interpretation

8.6 Do you purchase and use Excel’s Seedcel?

 Serial no Option No of respond Percentage
1. Yes 65 65%
2. No 35 35%

Interpretation

8.7 What is the Effectiveness of Seedcel?

Serial no Option No of respondents Percentage

 1. Not effective 5 5%
2. Least effective 10 10%
3. Effective like other 27 27%
seed treatment product
4. Very effective 58 58%

Interpretation

8.8How economical it is?

Serial no Option No of respondents Percentage

1. Very costly 16 16%
 2. Costly 20 20%
3. Economical 36 36%
4. Very economical 28 28%

Interpretation

8.9 What is the availability of Seedcel?

Serial no Option No of respondents Percentage

 1. Not available 8 8%
2. Rarely available 20 20%
3. Normally available like 27 27%
other seed treatment
product
4. Easily available 45 45%

Interpretation

8.10 What dose do you use of it?

Serial no Option No of respondents Percentage

 1. 1gm/kg 30 30%
2. 2gm/kg 42 42%
3. 3gm/kg 15 15%
4. More than above 13 13%

Interpretation

8.11 Would you buy Seedcel if its price increases due to cost?
 Serial no Option No of respond Percentage
1. Yes 59 59%
2. No 35 35%
3. Cannot say 6 6%

Interpretation
 Observation and finding
1. Soya been, maize, mustard, Till, wheat and vegetables are the major crops grown in
kelwada.
2. Big land holding farmers are ready to treating their seed by seedcel.

3. More number of farmers is treating their seed by only fungicides

4. Price is not important.

5. Field staffs require proper training of the sales so that they can convince the farmer.

6. Retailer is not satisfied (low margin) but farmer those who are using are satisfied with
the “Seedcel”

7. “seedcel” is the most growing biological product in kelwada.

Conclusions
1. “Seedcel” is very well-growing product of Excel crop care ltd. in kelwada.

2. “Seedcel” is one of the most effective biological (growth promoter) accepted by the
farmers of kelwada.

3. Result or effectiveness is the most important factor for purchasing Seedcel. Price is the
second important factor.

4. From dealers point of view “Dealer’s margin’ is the most important factor in the
business of Seedcel and other factors can be shown in decreasing order:
i. Dealer’s margin > Result (effectiveness) > Brand name > Price

5. Most of the dealers/retailers blame that they get lower margin in the business of
“Seedcel”.
Suggestions / Recommendation
 • More man-power should be employed to provide more scientific and technical
knowledge about the proper use and benefits of “Seedcel” to the farmers through
conducting farmers meeting.
.
• Price should be same in all region( excluding Transportation Charges)
• Company should establish strong Coordination with Dealer/ Retailer.
Before starting any scheme for the farmer informs the distributor and retailer so
that they can easily convince the farmers.
• Should make ensure that Seedcel is available at right place at right time & should
Fulfils the demand of Seedcel.

MARKETING MIX OF “SEEDCEL”

The marketing mix is generally accepted as the use and specification of the four Ps’ describing
the strategic position of a product in the market place.

• Product - An object or a service that is mass produced or manufactured on a large

scale with a specific volume of units.

• Price – The price is the amount a customer pays for a product. It is determined by a
number of factors including market share, competition, material costs, product identity
and the customer's perceived value of the product. The business may increase or
decrease the price of product if other stores have the same product.

• Place – Place represents the location where a product can be purchased. It is often
referred to as the distribution channel. It can include any physical store as well as
virtual stores on the Internet.

• Promotion – Promotion represents all of the communications that a marketer may

use in the marketplace. Promotion has four distinct elements - advertising, public
relations, word of mouth and point of sale. A certain amount of crossover occurs when
promotion uses the four principle elements together, which is common in film
promotion. Advertising covers any communication that is paid for, from television and
cinema commercials, radio and Internet adverts through print media and billboards.
One of the most notable means of promotion today is the Promotional Product, as in
useful items distributed to targeted audiences with no obligation attached. This category
has grown each year for the past decade while most other forms have suffered. It is the
only form of advertising that targets all five senses and has the recipient thanking the giver.
Public relations are where the communication is not directly paid for and includes press
releases, sponsorship deals, exhibitions, conferences, seminars or trade fairs and events. Word
of mouth is any apparently informal communication about the product by ordinary individuals,
satisfied customers or people specifically engaged to create word of mouth momentum. Sales
staff often plays an important role in word of mouth and Public Relations.

The marketing mix of “Seedcel” given below mainly concerns with the kelwada area and may

or may not be valid for the other part of the country.

SWOT ANALYSIS
SWOT analysis is the environmental scanning technique which is use to scene internal and
external environment of an organization.

Internal environment consider strength and weakness of the company & external environment
deal with opportunities & threats of the company.

STRENGTH

• Farmers have best perception about about products of excel crop care ltd.
 • “Seedcel” gives strong results after apply to seed treatment in various crops.
• “Seedcel” is a biotechnological product which has no side effect.
• Seedcel” is one of the significant products (seed treatment) of Excel Crop Care
Limited which has a strong distribution network throughout the country with more
than 40000 dealers.
• Largest production unit.
• Largest player.
• “Seedcel” gives the best results in very short time such as long root hairs of plants and a
healthy crop plant

WEAKNESS

• “Seedcel” is a costly product than other seed treatment products due to its high
manufacturing cost so it is less bought by small farmers.
• Sales representatives are not well trained.
• Poor Promotional activity
• Low Retailer/Distributor Satisfaction level
• Less number of dealer and retailer.

OPPORTUNITY

• “Seedcel” has launched recently (few years ago) and has ample opportunity to expand
its market in the different states of the country.

• Large market of seed treatment.

• No other brand available in the market of growth primoter.

THREAT
• “Seedcel” is facing more competitiveness with other seed treatment products such as
bavisteen, thiram.
• Small landholding farmers are using traditional methods they are not ready to use new
technological products.
 Bibliography

1. Marketing Management – Philip Kotler

2. Research methodology- C.R. kothari

3. Corporate booklet of Excel Crop Care Limited.

4. Product brochure of Excel Crop Care Limited

5. Internet sites:

• www.excelcropcare.com

• www.ikissan.com

• www.corporaeinformation.com
 ANNEXURE

QUESTIONNAIRE FOR FARMER

PERSONAL DETAIL:

Name:

Age:

Total land under cultivation:

Village:

Block:

District:

Q1. Which crops do you grow? What are package of practices?

CROPS VARIETY MAJOR WEEDS COST YIELD

PROBLEMS

Q2. Do you use seed treatment brands?

 1) Yes
2) No
If he says no?

Then why not and close

Otherwise,

Q3. Which one is more important for you while purchasing seed treatment
brand?

Rank them on a scale of 1-4 (1 being the lowest and 4 the highest)

FACTORS
1 Price of the product 1 2 3 4
2 Credit facility 1 2 3 4
3 Result (effectiveness) 1 2 3 4
4 Brand name from a reputed 1 2 3 4
company

Q4. What is the cost to seed treatment?

1) Less than 10% of input cost

2) 10 – 20% of input cost
3) More than 20% of input cost
4) Cannot say

Q5. Which treatment do you generally use for the seed treatment?

1. Growth promoter

2. Fungicide

3. Insecticide

4. Any other
Q6. Which seed treatment brand do you generally use for the seed
treatment?

1. Seedcell

2. Bavisteen

3. Thiram

4. Any other

Q7. Where have you seen this?

1) Advertising
2) Excel’s brochure/leaflet
3) Fellow Farmers
4) Dealers Shelf
5) Other than above

Q8. Do you purchase and use Excel’s Seedcel?

1) Yes
2) No

Q9.What is the Effectiveness of Seedcel?

1 - not effective
2 - least effective
3 - effective like other seed treatment products
4 - very effective

Q10. How economical it is?

1 - Very costly 2 - Costly

3 - Economical 4 - Very economical

Q11. What is the availability of Seedcel?

1 - Not available

2 - Rarely available

3 - Normally available like other seed treatment products

4 - Easily available

Q12. What dose do you use of it?

1) 1 gm/kg
2) 2 gm/kg
3) 3 gm/kg
4) More than above

Q13. Would you buy Seedcel if its price increases due to cost?

1) Yes
2) No
3) Cannot say

Thank you and close.