REPORT ON

MARKETING STRATEGY FOR

MACHETE AND FAST MIX

SUBMITTED TO: SUBMITTED BY:

DR.RAJESH SHARMA RATNESH KR RATAN
COURSE INSTRUCTOR 1st Year MBA(AB)
MARKETING MANAGEMENT 2010-12 Batch
 INDEX:

Sl no. Topic Page no.

1 Introduction 3

2 Introduction about Sinochem 3

3 Product(about machete and fast mix) 4

4 Customer 5

5 Market segmantation 5

6 SWOT analysis 6

7 Compeytitor 7

8 Positioning 7

9 Pricing 7

10 Branding 7

11 Brand Promotion 8

12 Writing a plan 9

13 Implementation 9
INTRODUCTION:

“Marketing is an organizational function and a set of processes for creating,

communicating and delivering value to customers and for managing customer
relationships in ways that benefit the organization and the stakeholders”
American Marketing Association
According to KOTLER(1980) Marketing is the human activity directed at
satisfying human needs and wants through an exchange process
MARKETING SRTATEGY includes the planning
and implementing the all marketing functions. Including 4P’s of marketing
Hence to prepare a marketing strategy of
MACHETE AND FAST MIX we need to know about the rural market, who is
our real customer. we need to know about our competitor whether regional or
global etc..

INRODUCTION ABOUT SINOCHEM :

Sinochem India Company Pvt. Ltd. is a year old organization in India and
actively involved in expansion of its agrochemicals business in the rural market.
Hence, the company is interested in preparing appropriate promotional
strategies to increase the adoption of its Butachlor based selective herbicide
product ‘Fast Mix and Machete’ all over India. Fast Mix and Machete can be
applied in Paddy.
PRODUCT(MARKETING FUNCION)
MACHETE
:-

This is the most famous product of Sinochem in Indian market for killing the
rice crop weed plants. This product is in Indian market for 30 to 35 years.
Primarily this product was to Monsanto but on 1st March 2008 Sinochem
 India Company Pvt. Ltd. has bought this product and have the ownership of
the product.

This product contains Butachlor which is a chemical utilized to kill the

weeds in rice crop. This product does not affect the rice crop because it is a
selective herbicide. This is used just after the planting of rice plants in farm.
This product is oil soluble so it needs around 36 hour standing water in the
crop. Within 36 hour it makes a layer on the surface of soil and does not
allow germinating the seeds of any type of weed.

It is a very demandable product in Indian context. Mostly Butachlor in

market are sold with the name of Machete. Because this product is the first
choice of rice growing farmers. And they don’t accept any other Butachlor
in the availability of Machete. In context of company this is most profitable
product of Sinochem. Because this product is in the market for 30 to 35
years.

Fast-Mix:-

Fast mix is the second most famous product of Sinochem India Company
Pvt. Ltd. This product also contains butachlor in water soluble form. It is
made up for those soils where water does not stand for more than12 to 15
 hours. Due to water soluble form it does not take more time to be mix with
water. It is completely white in color and mix in water within 5 seconds. It
makes the layer on the surface of soil very fast. So farmer does not have any
need to stand water for long time in his field. In result expenditure of
irrigation also reduces and this the double benefit of this product.
Management is the process in which we use the available resources in
optimum amount and get more profit. So if farmer use the Fast mix then
they can save their mo ney and can reduce the fuel and irrigation
expenditure also

Customers:
First and formost thing what one should keep in mind while preparing
marketing strategy is- “WHO IS YOUR CUTOMER?” Obviously farmer is the
ultimate customer of a herbicide. Especially POTENTIAL farmers are target in
the plan. That’s the reason the company is targeting states like Haryana,
Gujarat, Punjab etc(although it is present in 15 states of India)
Future scope for pesticide industry:

17

10.7 10.5

6.6
5.8
4.5

0.48

Taiwan Japan Holland South France USA India

Korea

1.1bPesticide consumption across the World

As shown in above graph Pesticide consumption in world is highest in Taiwan

and then in Japan. In India consumption is only 2 per cent of total pesticide
consumption but production of food is about 16 per cent of total world
production. Hence in near future it supposed that its demand will grow very
high.
Market Segmentation:
1Marketing Mix
Sinochem has adopted multi-pronged approach to reach farmers to create
awareness advantages and usefulness of their product among them. They divide
their marketing approach in two parts:
a) Below the Line b) Above the Line Activities

a) Below the line activities: These involve conducting farmer meetings, giving
product demonstration to opinion-maker farmers, conducting field days in
demo-plots where they bring large no of farmers to show them the results of
its product.
b) Above the Line : These activities involve creating visibility around its
product in trade as well as in villages. They not only work for awareness-
generation but they also have a reminder value for those customers who are
contacted through in Below-the-line activities by company. Above the line
activities involve postering and putting banners in villages, at trade level,
running jeep campaigns in villages..
SWOT ANALYSIS:
1 Strength:
Sales on brand name.
Hardworking field staff.
It has great image among farmers.
2. Weakness:
Less field staff and large area.
Low margin to dealers and distributors.
No scheme for farmers and dealers.
3. Opportunities:
Company has good image among farmers so it can launches new products
very easily.
4. Threats:
 Large competition.
Dependence of farmers on dealers.
Unfavorable environmental conditions.

Competitors:-
Sinochem Company has competition from both national and multinational
companies like
 Dupont
 Bayer
 Syngenta
 Tata Rallis
 BASF
 Dhanuka etc.

These are the major competitors for the company. These companies with
early entry in the business of pesticide have large customer base and were
able to capture more market share. In the current season 2010 some other
companies may expected to come with surprising sales figures like Gujarat
pesticides.
Positioning
The other important aspects of marketing mix of Sinochem approach is its
positioning of the product. Currently the company is using different positioning
points to broad base its approach towards its customers
PRICING:
Pricing should be done while keeping mind in customer, farmers buying
potential. Since the branb name is comparatively new to india so should be
moderate.
BRANDING:
Branding is the process of providing the product with the power of brand(a
anme, logo, sign, symbol that differentiate it from other product). It is a very
important element of marketing.
BRAND PROMOTION ACTIVITIES THAT CAN BE IMPLEMENTED:

Following activities are planned for Fast Mix and Machete :

1. FARMER’S MEETING / GROUP DISCUSSION

a) Selection of pre-identified villages from the priority clusters based on

market size and number of progressive farmers data collected during field days.
b) Delivering pre-decided uniform message during meeting related to the
product’s features, advantages and benefits and also the usages of the
product and also take the feedback from them.
c) In farmers meeting the number of individual should be more than fifteen.
2. JEEP CAMPAIGN
a) Preparation of best possible route-map for each jeep based on location of
priority cluster to cover areas in less time.
b) It helped in representative farmer’s movement, stock delivery and dealer
contact.
c) Here small farmer’s meetings were conducted to convince farmers about
products.
d) It helped me to cover remote areas, distribution of booklets and pamphlets,
Postering in remote areas etc.
3. POSTERING
In this process we selected most prominent places to get the best visibility in
interior villages, tube wells, market places, nearby seed shops etc.
4. POP DISPLAY
a) In this all major distributor’s, dealer’s and retailer’s shop is decorated with
our banners & posters.
b) We took special care for product display in shop as double or multi phase
display of our products.
5. BANNERS
Banners were also used as promotional tool. We put the banners at the point
of purchase, Agri-input supply shops of the potential villages and also on three
wheelers to cover maximum area. These all tools helped me lot to
generate demand for Sinochem product in Kurukshetra district of Haryana.
After that I am looking for placement of products, liquidation of product and
market movement.
7. ADVERTISING
Advertising in local newspaper was also a promotional tool opted by the
company for the promotion of the company’s product Machete and Fast-mix.
There were local advertisement made in local news which the farmers
generally used like (Punjab keshri, Daink bhaskar) so that the farmers can be
made easily acquainted with the products and the offers.

8. TELE-COMMUNICATION

Tele-communication media was also used as one of the important tool for
the promotion of the products. Farmers having acreage of more than ten acres
were call individually on their contact numbers collected at the time of field
work and were told about the products (Machete and Fast-mix)their
features, offers, prices and the package of practices to get the best results.

WRITING THE PLAN:

A detailed plan is written stating about different function in detail.this is done in
the manner as mentioned above.
Implement Your Plan:
After writing a ggod marketing plan ,it is being implemented in the same
manner as planned. Further correction is done according to market feed- back.
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