DEEPAK FINAL PROJECT

A

PROJECT REPORT

ON

MARKETING EFFECTIVENESS AND

COMPETITOR ANALYSIS OF

ASPEE SPRAYERS AND DUSTERS OFFERING AT

MAHARASHTRA

Project Submitted to the Institute of Agribusiness Management

in partial fulfillment of the requirements for the award of the

Degree of

Master of Business Administration

(Agribusiness)

2008-09

INSTITUTE OF AGRIBUSINESS MANAGEMENT NAVSARI AGRICULTURAL UNIVERSITY

NAVSARI – 396 450

SUBMITTED BY DEEPAK SHANKER HAMBRE

(04-0391-2007)

SUBMITTED TO MR. RAHUL THAKKAR (ASSTT. PROFESSOR)

ASPEE AGRICULTURAL RESEARCH AND DEVELOPMENT FOUNDATION ASPEE GROUP OF COMPANIES Page | 1

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DECLARATION BY STUDENT

I hereby declare that the project entitled “Marketing Effectiveness

and Competitor Analysis of ASPEE Sprayers and Dusters Offering at

Maharashtra” submitted for the M.B.A. (Agribusiness) Degree is my

original work and the dissertation has not formed the basis for the award of

any degree, associate ship, fellowship or any other similar titles.

Place: IABM, Navsari

Date:

HAMBRE DEEPAK SHANKER

Reg. No: 04-0391-2007


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INSTITUTE OF AGRIBUSINESS MANAGEMENT

NAVSARI AGRICULTURAL UNIVERSITY

NAVSARI - 396 450

CERTIFICATE

This is to certify that the project entitled

“MARKETING EFFECTIVENESS AND COMPETITOR ANALYSIS OF ASPEE SPRAYERS AND DUSTERS OFFERING AT MAHARASTHRA”

is the bonafide research work carried out by


student of M.B.A.(Agribusiness) during the year 2008 -2009, in partial

fulfillment of the requirements for the award of the Degree of Master of

Business Administration(Agribusiness) under my guidance and supervision

and that the project has not formed the basis for the award previously of any

degree, diploma, associate ship, fellowship or any other similar title. .

Place: Date:

Institutional Guide Mr. Rahul Thakkar

Asstt. Professor IABM, Navsari

Approved Dr. R.R.Shah Dean Institute of agribusiness Management, Navsari


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AGRICULTURAL RESEARCH AND DEVELOPMENT FOUNDATION

ASPEE GROUP OF COMPANIES

CERTIFICATE TO WHOM IT MAY CONCERN

THIS IS CERTIFY THAT


STUDENT OF MBA (AGRI-BUSINESS MANAGEMENT) STUDY IN

MANGEMENT INTERNSHIP PROJECT

SEMESTER IN THE INSTITUTE OF AGRIBUSINESS MANAGEMENT,

NAU, NAVSARI HAS SUCCESSFULLY COMPLETED 11 WEEKS

IN

ASPEE AGRICULTURAL RESEARCH AND DEVELOPMENT FOUNDATION,

ASPEE GROUP OF COMPANIES

I wish him best wishes in his future endeavors.

Date: Mr. Sharad L. Patel

Place: Managing Director


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ACKNOWLEDGEMENT

I have undergone 11 weeks training at ASPEE AGRICULTURAL RESEARCH AND DEVELOPMENT FOUNDATION, ASPEE GROUP OF COMPANIES, MUMBAI to fulfill the requirements of my curriculum of my

course PGP in Agribusiness Management.

I express my deepest thanks to the management and the staff members of

ASPEE GROUP OF COMPANIES, MUMBAI.

For extending all the co-operation in seeking all the necessary

information to me and thus making project more purposeful and

presentable express special thanks to Mr. S .L. Patel (Managing

Director), Mr. K. L. Patel (Director), Mr. A. M. Mavani (National Sales Manager), Mr. Sharma Sir (Product Manager), Mr. Raj Upadhay (HR Manager), Ms. Nansee Mam, Mr. Negi Sir, Dr. Rakesh Murudkar (ARDF, Department), Mr. K. N. Suresh (Sales Manager of South Region) & all

Sales Dept. who guided me all the time.

I am also thankful to Dr. R. R. Shah (Dean, IABM), Prof. Rahul Thakkar (Project guide), Dr. Ruchira Sukhla, Dr. Alpesh leua for giving me

opportunity to work with such a branded organization.

I take this opportunity to thanks my family members, friends and all others helping me directly or indirectly in project work.

Even I am grateful to entire my respondents (Farmers & Dealers) who co-

operated during period of project for giving me such valuable & important

information.

DEEPAK S. HAMBRE

MBA (Agribusiness)

Institute of Agribusiness Management


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PREFACE

The PGDABM programme is well structured and integrated course of

Agribusiness studies. The main objective of practical training at PGDABM

level is to develop skill in student by supplement to the theoretical study of

business management in general. Industrial training helps to gain real life

knowledge about the industrial environment and business practices. The

PGDABM programme provides student with a fundamental knowledge of

business and organizational functions and activities, as well as an exposure to

strategic thinking of management.

In every professional course, training is an important factor. Professors give

us theoretical knowledge of various subjects in the college but we are

practically exposed of such subjects when we get the training in the

organization. It is only the training through which I come to know that what an

industry is and how it works. I can learn about various departmental

operations being performed in the industry, which would, in return, help me in

the future when I will enter the practical field.

Training is an integral part of PGDABM and each and every student has to

undergo the training for 11 weeks in a company and then prepare a project

report on the same after the completion of training.

During this whole training I got a lot of experience and came to know about

the management practices in real that how it differs from those of theoretical

knowledge and the practically in the real life. In today’s market theoretical

knowledge is not sufficient so to become successful person practical

experience is essential.


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CONTENTS

Chapter No. Title Page No.

1 Introduction of Company & Organizational profile 2-22

2 The project 23-25

3 Research Methodology 26-30

4 Data Processing And Analysis 31-54

5 Findings, Conclusion & Recommendation 55-61

6 Bibliography 62

7 Appendices & Annexure 63-76


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List of Tables

Sr.no Name of Table Page no.

1.1 Sprayers & Dusters they deal in 34

1.2 fast moving product (sprayer & duster) in market 35

1.3 Do you have Salesman / Mechanic 35

1.4 Do you sell spare parts of Equipment 36

1.5 Do you maintain Farmers Data bank 36

1.6 Do you visit farmer’s farm 37

1.7 Do you participate in Exhibitions & Kissan Melas 37

1.8 Do you arrange demonstrations & other sales promotional Campaigns

38

1.9 Major factors preferred by consumer while purchasing the product?

38

1.10 Satisfaction level in sense of dealing company 39

1.11 ASPEE Awareness 40

1.12 Performance of the following Companies manufacturing above brand of sprayers and dusters

41

1.13 Are you interested in availing Dealership in ASPEE Products

42


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2.1 Factors which are considered important while selecting the sprayer and dusters by respondents

44

2.2 Recommendation From 45

2.3 Dealer from whom you purchased give services 45

2.4 After sales services of companies which are dealing with sprayers

46

2.5 Have you purchased equipment under subsidy scheme 47


2.7 Do you know the activities ASPEE does for the benefit of the farmers

48

2.8.1 Performance of ASPEE in respect to Price factor 49

2.8.2 Performance of ASPEE in respect to Weight factor 50

2.8.3 Performance of ASPEE in respect to After Sale service factor

50

2.8.4 Performance of ASPEE in respect to Look factor 51

2.8.5 Performance of ASPEE in respect to Durability factor 51

2.8.6 Performance of ASPEE in respect to Brand image factor 52


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List of Figures

Sr.no Name of Figure Page no

1.1 Sprayers & Dusters they deal in 34

1.2 fast moving product (sprayer & duster) in market 35

1.3 Do you have Salesman / Mechanic 35

1.4 Do you sell spare parts of Equipment 36

1.5 Do you maintain Farmers Data bank 36

1.6 Do you visit farmer’s farm 37

1.7 Do you participate in Exhibitions & Kissan Melas 37

1.8 Do you arrange demonstrations & other sales promotional Campaigns

38

1.9 Major factors preferred by consumer while purchasing the product?

39

1.10 Satisfaction level in sense of dealing company 40


1.13 Are you interested in availing Dealership in ASPEE Products

42

2.1 Factors which are considered important while selecting the sprayer and dusters by respondents

44

2.2 Recommendation From 45

2.3 Dealer from whom you purchased give services 46

2.4 After sales services of companies which are dealing with sprayers and dusters

47

2.5 Have you purchased equipment under subsidy scheme 47



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2.7 Do you know the activities ASPEE does for the benefit of the farmers

49


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EXECUTIVE SUMMARY

ASPEE is a manufacturer and exporter of manually and power

operated agricultural sprayers, Dusters, Threshers, Seed Drills, Paddy

Weeders and Wheel Hoes for crop protection and for facilitating agricultural

operation, Compression Sprayers and Hand- Bucket Sprayers based on

World Health Organization specification of Malaria Eradication Programmes

and Flame Guns for Agriculture and Foundries.

ASPEE: Pioneers in plant protection equipment

The Title of my project was “MARKETING EFFECTIVENESS AND COMPITITOR ANALYSIS OF ASPEE SPRAYERS AND DUSTERS OFFERING AT MAHARASTHRA”. This project was conducted in

Aurangabad, Jalna and Nanded districts of Maharashtra. The objective of my

project is to study a competitor analysis, the effectiveness of marketing

strategies, opportunities and constraints in the marketing of ASPEE Sprayers.

Which aims us to identify the competitors of that region and their strategies? I

have also to know the consumer behavior of that region. I also to identify the

fast moving product of that region so that company can deliver the freshest

product to the consumers according to demand in market.

Market Research was conducted by using a questionnaire format. The

respondents for market research were 100 farmers and 23 dealers only.

According to respondent response I come to know that the fast moving

product for that area is ASPEE Hi-tech Knapsack, ASPEE power sprayers

Taiwan Motorized knapsack which is same like ASPEE Uniblast. The Dealers

response that from two to three years ASPEE market share is going on

decreasing because of price factor which is high compared to other

companies. But in quality & durability factors ASPEE play leading role in

market. To increase sell in that region there is need to do proper promotional

advertisement and also choose proper pricing strategies.

This was the best achievement of my Summer Project.


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Chapter I

THE COMPANY AND ORGANIZATION PROFILE


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THE COMPANY AND ORGANIZATION PROFILE

“Let’s weed out dependency from a farmer’s life and plant independence”. - Shri L. M. Patel

American Spring & Pressing Works Pvt. Ltd popularly known as ASPEE, pioneers in the field of crop protection, was established in 1946.the Company started production of plant protection appliances in August, 1947 with the Hand Rotary Duster and went on to develop more and more sophisticated equipment needed with the development of better and effective pesticides. The Company being the pioneer in agricultural spraying and dusting equipment is the largest of its kind in India. Having started with 7 persons it has today spread over an area of 13 acres of land in Bombay and has also established 3 associate companies - one in Thane District of Maharashtra State and two in Bilimora in Gujarat State employing more than 500 employees.

ASPEE: Pioneers in plant protection equipment

The growth of this organization has synchronized with efforts the country has put in towards agricultural development by introducing scientific methods and farm mechanization. This organization, like any other organization, which began from scratch, too, had its trials and tribulations. Shri. L.M. Patel played a pivotal role in the making of American Spring and Pressing Works Ltd. Shri. L.M. Patel’s activities over the past 41 years have been inextricably interwoven with plant protection in India. Plant protection has been a part of his life, since the late forties, beginning his career as a School Teacher in East Africa in 1925, before launching the plant protection venture; he took part in the freedom struggle and later joined an engineering concern in Bombay.

A small workshop under the style of “American Spring & Pressing Works” owned by a Sindhi and a Punjabi Gentleman, manufacturing spring and sundry items, situated near the Company where Patel was employed, was for sale. Patel took it over. The landlord of the premises did not agree to the transfer of tenancy-rights to Patel and hence the factory was continued in the old name and style. It would thus be clear that the name is a misnomer. It is neither “American” nor does it manufacture any “springs.” IT IS A CONCERN OWNED AND MANAGED BY INDIANS. IN SHORT, IT IS A HUNDRED PERCENT INDIAN CONCERN.


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Economizing pesticide dose for environmental consideration, reducing drudgery in operation and increasing the efficacy of spray suspensions received uppermost considerations in design and development of spraying appliances. The large array of such appliances developed by M/s American Spring and Pressing Works Ltd. Earned immense popularity among farmers of India throughout the length and breadth of our country with the result that a sapling planted by Shri. L.M. Patel became a full-grown tree in about half a century in his own lifetime.

Shri. L.M. Patel himself being a son of a farmer leading a simple life, always considered his obligation to work for the welfare of farmers from whom he earned. He therefore established the ASPEE Agriculture Research and Development Foundation and ASPEE Research Institute with the funds of Rs.7.90 cores to conduct research in agriculture and agro equipment and extended the technologies to the farming community.

The origin, developed and revolutionization of crop protection appliances in India have become synonymous with Shri. L.M. Patel and M/s American Spring and Pressing Works Ltd. So pioneering and rich are the contributions of Late Shri. L.M. Patel to this field that the Annals of Crop Protection Appliances in India would be incomplete without the name Shri. L.M. Patel in red letters.

1.1 ASPEE Group comprises of the following companies: • American Spring & Pressing Works Pvt. Ltd., at Mumbai • ASPEE Agro Equipment Pvt. Ltd, at Bilimora • ASPEE Plant Protection Appliances Pvt. Ltd, at Tansa • Navyug Krishi Sadhan Pvt. Ltd, at Tansa

1.2 ASPEE has several “firsts” to its credit: • The first sprayer company to obtain ISI mark • The first to make sprayers in India as per specifications of World Health

Organization (WHO) • The first sprayer company to receive ISO 9001-2000 Certification from Det

Norske Veritas, The Netherlands

ASPEE has a widespread marketing network of over 1400 dealers and 60 distributors in India to make equipment and parts available within easy reach of the end-user.


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PRODUCT RANGE

Aspee is a manufacturer and exporter of manually and power operated agricultural sprayers, Dusters, Threshers, Seed Drills, Paddy Weeders and Wheel Hoes for crop protection and for facilitating agricultural operation, Compression Sprayers and Hand- Bucket Sprayers based on World Health Organization specification of Malaria Eradication Programmes and Flame Guns for Agriculture and Foundries.

RESEARCH & DEVELOPMENT

With the years of experience in the manufacture of Sprayers, Dusters and other Equipment, we have been able to establish our own Research and Development Department, where all our equipment are under constant trial and development. The R&D constantly tries various components and tests them in our laboratory and then in the field before they are standardized in our equipment. Similarly, suggestions received from actual users are also tried and are put to the test for improving our products.The Company has also set-up Aspee Research Institute at Bhiwali, near Bombay to carryout intensive research in Agricultural Engineering and particularly Agro Chemical Application Technology.

MARKETING

The Company’s marketing network includes 120 state and district level distributors and under them about 600 dealers and stockists to represent the company at all important district and taluka levels spread over every nook and corner of the country. This has helped the company to find its way to every nook & corner of the country and to render prompt and efficient after sales service at the doorsteps of the farmers and also through the maintaining of sufficient stock of equipment and parts.The Company has a full-fledged training section where training is imparted regularly to mechanics of the distributors, thus keeping them abreast of developments and modification in the products. Mechanics of the foreign governments and buyers have also been trained free of cost at the organization’s works in the repairs and maintenance of plant protection equipment.

EXPORT

Apart from catering to the local needs of this country, Aspee also exports their equipments to Nepal, Bangladesh, Sri Lanka, Iran, Iraq, and other Middle Eastern countries, Kenya, Uganda, Tanzania, Malavi, Zambia, Zimbabwe, South Africa, Nigeria, Ghana, Sudan, and other African Countries, Singapore,


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Vietnam, Thailand and other Far Eastern Countries and also to Nicaragua in South America. The company has also full-fledged agents in some of these countries.

DISTRIBUTORS’ ASSOCIATION

In order to make one large homogenous Aspee Family the company has formed an Association of their distributors and dealers under the banner of Aspee Distributors’ Association. This organization has helped to maintain a close relation between the principals and their distributors and dealers.

UNDER ONE ROOF

Aspee is probably the only manufacturer of crop protection having facility to manufacture each and every part that goes into the making of complete equipment – whether it is a Nozzle, Washer, an extension rod or fabrication of a blow-moulded tank. Thus, when the Company claims that their equipments are quality products, they know what they talking about since they can vouch for each part.

STANDARD

Initially the company started manufacturing equipment as per British Standards and thereafter with the formation of the Bureau of Indian Standards, the Company is manufacturing most of its equipment based on the specification and standards laid down by this Institute. Thus, majority of equipment manufactured by the company are ISI Quality marked. The spraying equipments used for Malaria Control are manufactured as per the specification of World Health Organization and these equipments have earned a good name in the International market.

OTHER ACTIVITIES

This organization has not failed in its duty to humanity. With a view to help the needy persons in the field of Education, Medicine and Social Welfare, the Company has established a Public Charitable Trust, “Aspee Charitable Trust” with sufficient funds at its disposal to carry out the objectives. The Trust has extended a helping hand to a number of Institutions and individuals.

Since its inception the company has always kept before it the motto of “Service to Agriculture”. Therefore, the Company and their Distributors established an Organization called “Aspee Agricultural Research and Development Foundation” (ARDF) with the object of undertaking scientific


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research in the field of Agriculture, of extending the development technology from research laboratory to the farmers and providing Fellowships etc. to agricultural students for further studies in the field of Agriculture. Besides, the Company has also taken up Rural Development Programmes for the upliftment of the villages viz. Agricultural Development, Cattle and Diary Production, Vocational Training, Public Health, Irrigation, Crop Competition, establishment of a College of Nutrition and other activities.

1.3 ASPEE L. M. PATEL FARMER OF THE YEAR AWARD

Late Shri. L. M. Patel, Founder and Director of the American Spring & Pressing Works Pvt. Ltd. (ASPEE) revolutionized pesticide application technology through his pioneering work in development of sprayers and dusters.

With his passing away on

Nature of the Award:

March 1996, his life and deeds are commemorated by instituting the Aspee L. M. Patel Farmer of the Year Award. It is sponsored jointly by Aspee Group of companies, Aspee Distributors Association, Aspee Foundation, Aspee Staff Recreation Club, Aspee Charitable Trust and Shakilam Foundation.

Every year three awards each carrying cash prize of Rs. 1 lakh, a trophy and a citation are presented in three different categories:

• One in Horticulture Category • One in Rainfed Farming Category • One Woman Farmer Category

The Award for the woman Farmer Category is in honor of Smt. Maniben Patel, wife of late Shri L. M. Patel.

Eligibility for the Award:

Any Indian farmer who has attained towering heights in the area of specialization announced by the Aspee Group by optimally using land, water, manpower and serving as a role model in the farming community is considered eligible.


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1.4 Board of Directors

ASPEE Group of Companies

1. AMERICAN SPIRING & PRESSING WORKS PRIVATE LIMITED.

2. ASPEE AGRO EQUIPMENT PRIVATE LIMITED

Sr. No. Name of Director Designation

01 Mr. Sharad L. Patel Managing Director

02 Mr. Kiran L. Patel Joint Managing Director

03 Mr. Jayantikumar I. Patel Director

04 Mr. Hiten C. Patel Director

05 Mr. Pradip J. Desai Director

06 Mr. Jatin S. Patel Director

07 Mr. Rajeev K. Patel Director

Sr. No. Name Of Director Designation

01 Mr. Sharad L. Patel Chairman & Managing Director

02 Mr. Kran L. Patel Joint Managing Director

03 Mr. Pradip J. Desai Director

04 Mr. Anil B. Patel Director

05 Mr. Pravinchandra I. Patel Director



08 Mr. Anil M. Shah Director


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3. ASPEE PLANT PROTECTION APPLIANCES PRIVATE LIMITED

4. NAVYUG SRISHI SADHAN PRIVATE LIMITED


01 Mr. Kiran L. Patel Managing Director

02 Mrs. Lalita K. Patlel Director

03 Mrs. Indu C. Patel Director

04 Mr. Mahendrakumar I. Patel Director

05 Mr. Girish B. Patel Director



08 Mr. Sharad L. Patel Director


01 Mrs. Shantaben S. Patel Director

02 Mrs. Varshaben B. Patel Director


04 Mr. Kiran L. Patel Director

05 Mr. Sharad L. Patel Director



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1.5 ASPEE Products Profile:

NAPSAK (SRP/50)

Ideal Sprayer for all field crops and tea estates.

BILI NAPSAK (SR/100)

Wide and quick coverage for effective pest control and diseases.

PARTH NAPSAK (PAR-1)

Ideal for pest control in all crops develops sufficient and continuous pressure and rests comfortably on the operators back.

HI-TECH (SRP/60)

Unique sprayer for agricultural field crops like paddy, wheat and vegetables.

BILI HITECH (SR/200)

Suitable for spraying on row crops, Horticultural and Nursery lawn and Garden.

EDEN HITECH (ED/100)

It is a state of art sprayer specially designed for farmers who believe in Hi-techniques. It is suitable for spraying on field crops.

http://www.aspee.com/aspee-products/knapsack-sprayers/napsak.asp�

http://www.aspee.com/aspee-products/knapsack-sprayers/bili-napsak.asp�


http://www.aspee.com/aspee-products/knapsack-sprayers/parth-napsak.asp�


http://www.aspee.com/aspee-products/knapsack-sprayers/hitech.asp�

http://www.aspee.com/aspee-products/knapsack-sprayers/bili-hitech.asp�


http://www.aspee.com/aspee-products/knapsack-sprayers/eden-hitech.asp�


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BACKPAK PESTICIDE

(SRP/23)

Suitable for spraying on field crops and in plantations.

BAKPAK WEEDICIDE

(SRP/19)

Ideal for spraying weedicides in tea and coffee estates and row crops.

ASPEE V-2007 (VNS-16A)

Ideal for pest control in all field crops. Develops and maintains continuous pressure for a longer time.

ARJUN (ARJ/1)

Ideal Sprayer for all field crops and tea estates

ARJUN JR. NAPSAK

SPRAYER AJG/001

Ideal sprayer for all field crops.

SHETI

Suitable for spraying on most of the field crops

STAINLESS STEEL SIKAR (NS-16S)

Suitable for spraying on row crops and vegetables

SIKAR (SR/28)

Suitable for spraying on row crops and vegetables

http://www.aspee.com/aspee-products/knapsack-sprayers/bakpak-pesticide.asp�



http://www.aspee.com/aspee-products/knapsack-sprayers/bakpak-weedicide.asp�



http://www.aspee.com/aspee-products/knapsack-sprayers/v2007.asp�


http://www.aspee.com/aspee-products/knapsack-sprayers/arjun.asp�

http://www.aspee.com/aspee-products/knapsack-sprayers/arjun-junior.asp�



http://www.aspee.com/aspee-products/knapsack-sprayers/sheti.asp�

http://www.aspee.com/aspee-products/knapsack-sprayers/ss-sikar.asp�


http://www.aspee.com/aspee-products/knapsack-sprayers/sikar.asp�




http://www.aspee.com/aspee-products/knapsack-sprayers/arjun.asp�


http://www.aspee.com/aspee-products/knapsack-sprayers/sheti.asp�


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(MRI/8)

Ideal all-purpose sprayer suitable for both small and large scale spraying on field crops, in orchards, tea, coffee and rubber estates.

GR/5

The mighty sprayer developing maximum pressure. Suitable for spraying in plantations, gardens, row crops and vegetables.

(PS/16)

Suitable for quick and effective spraying on orchards, tall-tree, grape vineyards, coffee and rubber plantations and also on field crops.

. HTP (PS/15)

Suitable for large spraying operations in orchards, coffee and Rubber plantations.

(PS/26)

Sprayer specially designed for spraying on orchards, hilly terrain, plantations, pepper vines and arecanut.

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. HDP (PS/40)

Sprayer specially designed for spraying on orchards and hilly terrain. Also suitable for spraying on Apple & Grape orchards, coffee, rubber trees & field crops.

(PS/18)

Ideal for spraying on orchards, coffee, Rubber plantations & vineyards

FLOW (PS/21)

Sprayer specially designed for spraying on orchards and hilly terrain. Also suitable for spraying on Apple and Grapes orchards, coffee, rubber trees and field crops.

TRAILED AIR ASSISTED SPRAYER

Designed for economic and effective application of pesticides in orchards, grape gardens, cotton and vegetables.

BOOM SPRAYER (HTT-30)

Designed for economic and effective application of pesticides, weedicides and fertilizers in farm crops.

AIR ASSISTED SPRAYER (ATB/6

HDP)

For spraying on field crops, tall trees, orchards and plantations.


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BOOM SPRAYER (HTT-30)

Designed for economic and effective application for spraying on field crops and vineyards.

BOLO (MB/1)

Ideal for quick spraying operation in liquid forms, orchards, tea, coffee estates and other crops.

BOLO DUSTER (MB/2)

Ideal for quick spraying operation in Dust forms, orchards, tea, coffee estates, cotton, chillies and other crops.


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MISTBLOWER (TRB/1)

Suitable for spraying on tall rubber trees.

ROTORY DUSTER (ORD/10)

Sturdy and super built for control of pest operations in field crops, tea & coffee plantations and food storage godowns.

DUSTER (TRB/2)

Suitable for blowing pesticides in powder form.

DUSTER (ARD/10)

For economic, effective and quick application of both dusting powder and granules.

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Ideal for spraying on all types of field crops, grape, apple, orange, and other orchards, coffee, tea and small plantations.

V-dyut VBF

Ideal sprayer for all field crops.

AVVENGER (AVG/001)

It develops ultra volume droplets in the range of 5-50 microns to help farmers save time and cost of chemical. Ideal for green house crops and nurseries.

MACHINE FOG/C/25A(W)

Suitable for both professional and domestic use

/ATK/400DB

Suitable for Professional and Domestic use.

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CUTTER MBC/4320H

Suitable for cutting fresh or dry grass on ground, lawn, field etc·. Equally suitable for cutting small bushes, bamboos, sugarcane etc.

CUTTER MBC/5020H

Suitable for cutting fresh or dry grass on ground, lawn, field etc·. Equally suitable for cutting small bushes, bamboos, sugarcane etc.

PRUNER

Powerful, Light Weight, Safe and easy to operate pruning device for Tea Plantations.

HTP PS/36

Suitable for large spraying operations in orchards, coffee.

HTP PSB/22BN, PSB/30BN & PSB/70B

Suitable for large spraying operations in orchards, coffee.

HTP PSB/12BN & PSB/16BN

Suitable for large spraying operations in hilly areas, orchards, coffee.

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1.6 ASPEE AGRICULTURAL RESEARCH AND DEVELOPMENT FOUNDATION

Shri. L. M. Patel's vision was “to motivate the youth to go back to

farming”.

The ASPEE Agricultural Research And Development Foundation has as

its prime objective “to try every bit to “lend” a “helping hand” to the farmers

who till the “land” to increase agricultural production. Both research and

extension are vital for Indian agriculture. The need to be on the forefront

of agriculture has made Aspee a forerunner. "Aspee" and the "Farmer"

have always been an inextricable part of each other. Aspee owes much to

the farming community who helped catapult it to its present position.

Aspee felt it a boundant duty to repay this debt to the farmers to give back

something in return for what they earned through them.

The foundation was registered as a company on Oct, 1973. It was

recognized as a Research Institute by the Council of Scientific and

Industrial Research in the year 1974. This saw the birth of the "Aspee

Agricultural Research & Development Foundation". The aim of the

Foundation is to conduct scientific research for the extension of

knowledge in the field of Plant Protection and encourage excellence in

Plant Protection by offering Prizes & Awards to Agriculture Graduates and

Progressive Farmers. With a sponsorship of Rs. One Crore contributed by

Aspee, its employees, their Distributors and associates, the Foundation

has been set up with the basic intent of encouraging many of the budding

Agriculturists of the Country to better the standard of Agriculture. It was

Shri. L. M. Patel's vision to motivate the youth to go back to farming. In

this quest, he instituted scholarships for studies leading to M.Sc and Ph.D

Degrees. From the inception of the Foundation, Junior Fellowships have

been awarded for studies leading to M.Sc and Senior Fellowships for


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studies leading to Ph.D. Unfortunately; this dream of Shri.L.M.Patel to

urge youth to go back to the Farm still remains unfulfilled.

1.6.1 The foundation clearly laid down the following objectives:

• To undertake scientific research to evolve new methods or technology and better farm practices for increasing agricultural production.

• To organize field projects for transplanting development technology to the farmers.

• To provide fellowships, research scholarships, prizes, incentives to agricultural students/ farmers for their excellence.

1.6.2 Principal activities of the Foundation are as follows:

• Research Projects envisaged and funded

• Agricultural Education

• Agricultural Research

• Agricultural Extension

• Agricultural Engineering

• Aspee Gold Medal

• Aspee Alumni Association

• International Workshop

• Memorandum of Understanding

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1.7 Area Of Operation:

ASPEE National:

ASPEE International: ASPEE exports its Agricultural Sprayers, Dusters and its various Plant Protection Equipments to following countries. Australia Bangladesh Congo Dubai Ethiopia Ireland Kenya Kuwait Malawi Malaysia Maldives New Zealand Nigeria Oman Peru Saudi Arabia Singapore Somalia South Africa Sri Lanka Tanzania U.S.A Uganda Venezuela Vietnam


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1.8 Maharashtra State Distributors:

• M/s. A. Gandhi Company, PUNE

• M/s. Rajaram G. Patil Seeds Co., NASHIK

• M/s. Lehri Distributors (P) Ltd., JALGAON

• M/s. Gujarat General Stores, SHOLAPUR

• M/s. International Agril. Industries, AHMEDNAGAR

• M/s. Sheti Vikas Sahitya Bhandar, AGASHI

• M/s. Sheti Sudhar Sahitya Kendra, DHULIA

• M/s. Gupta & Co., CHIKHLI

• M/s. United Engineering Co., NAGPUR

• M/s. Usha Sales Agency, SANGLI

• M/s. Shreya Agro Agencies, AKOLA

• M/s. Vidarbha Agro Engineering Co., WARDHA

• M/s. Vinay Electricals And Engg.Service, YEOTMAL

• M/s. Vinay Electricals And Engg.Service, KHAMGAON

• M/s. Vinay Electricals And Engg.Service, CHANDRAPUR\

• M/s. Atul Agencies, PARBHANI

• M/s. Sukun Agencies, MUMBAI


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1.9 Maharashtra at a Glance:

MAHARASHTRA AT A GLANCE

Area 3,07,713 sq. km. Population (2001 Census) 96,878,627 Decennial Growth Rate 22.57 per cent Literacy 77.3 per cent Districts 35 Villages 38,839 Net crop area 17,619,000 hectares Total crop area 22,381,000 hectares Total irrigated area 3,667,000 hectares Area under Cereals 94,11,000 hectares Area under Pulses 33,88,000 hectares Area under Horticulture 10.14 lakh hectares

1.10 Competitors of ASPEE in Maharashtra (Districts are Aurangabad, Jalna & Nanded)

• Masand Agro Equipment Pvt. Ltd., Indore (Madhya Pradesh).

• Krishna Agro Industries (Geeta Hitech Brand name product), Rajkot (Gujarat).

• Padgilwar Agro Equipment Pvt. Ltd., Akola.

• Dhanraj Engineering Co., Nizamabad. (Marketing Taiwan Company Chaang Cherng brand power sparayer).

• Paras Sprayers, Ahmednagar (Maharashtra).

• Rally+Jawan Sprayers.

• Jaikisan Sprayers.

• Satish Agro Industries (Cotton Gold Brand of Hitech knapsack sprayer).


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Chapter II

THE PROJECT


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2.1 Title & Statement of the problem

Title: Marketing Effectiveness and Competitor Analysis of Aspee Sprayers and Dusters Offering At Maharashtra

Statement of the problem: This market research Survey on above title was conducted in Aurangabad, Jalna, and Nanded district of Maharashtra only. The project is mainly focused on survey of Maharashtra State. So, the outcome of the project cannot be applied for other states due to demographic and geographic differentiation. So the information which ever I got is restricted for that area only. I have to identify the competitors of that area and their marketing strategies. I have to identify fast moving product of sprayers & dusters. To find the effectiveness of marketing strategies, opportunities and constraints in the marketing of ASPEE Sprayers.

2.2 Objectives

• To find out different products of ASPEE available in market of

MAHARASHTRA compare with other brands.

• To study the consumer buying behavior and factors affecting purchase.

• To study a competitor analysis and to determine the market share.

• To assess the effectiveness of marketing strategies, opportunities and

constraints in the marketing of ASPEE Sprayers.

• To find out the fast moving product of sprayers & dusters in the market

of Aurangabad, Jalna & Nanded.

2.3 Purpose & Scope of study

Purpose:

To promote proper & demanded products and ensure customers and consumers receive product within specifications.


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Scope:

This study will show the realistic share of ASPEE Sprayers and duster in

market, status of ASPEE and other available brands. This survey also things

to see the consumer behavior and the factors affecting purchase. This study

will help in to identify the competitors, their strategy, strength and weakness of

the ASPEE’s sprayers and duster. It also helps in identify the problems of the

farmers, dealers and suggestion to organization to make improvement in their

product


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Chapter III

RESEARCH METHODOLOGY


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3.1 Research Objectives

Research Comprises and redefining problems, formulation hypothesis or suggested solution collecting organizing and evaluating data; making deductions and reaching conclusions to determine whether they fit the formulating hypothesis.

Objectives of Research

1. To gain familiarity with a phenomenon or to achieve new insights in to it object in view.

2. To portray accurately the characteristics of a particular individual, situation or a group.

3. To determine the frequency with which something occurs or with which it is associated with something else.

4. To test a hypothesis of a casual relationship between variables.

Type of research design:

Definition:- A research design is simply the framework or plan for a study that is used as guide in collecting & analyzing the data. It is the blue print that is followed in completing a study.

The research design specifies the methods & procedures for acquiring the

information needed. It is the overall operational pattern or framework of the

project that stipulates what information is to be collected from which sources

& by what procedures.

Research design: Purposive simple random sampling design.

Considering the time and budgetary constraints 100 Farmers has the sample

size obtain by without any quota or strata reservation. Type of sampling

followed was non-probability convenience sampling. For the collection of data,

from 1 district 4 to 6 talukas were selected and from 1 talukas 3 to 4 villages

were selected randomly falling under the catchment area of that particular

store/centre visited. Then per village 2 to 3 farmers were selected for the data

collection.


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Data collection design-

For collecting the data from farmer, method used was home survey cross

sectional design through personal interview of respondents, as the major

criteria required for the survey was flexibility of data collection which is high in

in-home survey. The format used for data collection was structured

questionnaire and non-disguised.

For collecting the data from dealer office survey method along with

questionnaires was used for collection of data. Format used for data collection

was structured and non-disguised. The questionnaire consists of both open

ended as well as multiple choices with open-ended questions.

Source of data:

• Primary data: Collection of primary data is done through structured

questionnaire. The questionnaire consists of both open ended as well

as multiple choices with closed-ended questions.

• Secondary data: The secondary source of data provided the insight to

understand and define the nature of the problem. The various

secondary data used are as follows-

Internet- Various reports and article from the internet provide the information

regarding the sprayer and dusters used by the farmers in the particular crop

grown by them. Information from the internet gave the insight which proved

useful in designing the questionnaire.

Magazines- Various magazines and literature were referred in order to get

the insight of the current situation of the sprayer and duster of the company.

Which proved useful for designing and asking the questions?

Sampling design-

For farmers survey the respondents is any farmer who used sprayer and

dusters on his farm. For dealers survey the respondent is any dealer of any

Pesticides and Hardware retail shop who is dealing with sprayer and dusters.


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3.2 Sample design

Sources of Data

Primary sources: Farmers & Dealers.

Secondary sources: literature, Internet, record and reports of the

organization

Method of data collection

Personal interview, telephonic talk and group discussion with Farmers, &

Dealers. Responses will be collected by using structured Questionnaires.

Sampling Plan and Sample size

Selection of location: Three districts of Maharashtra are selected as per

preplanning of organization. Districts are Aurangabad, Jalna, and Nanded.

Sample Size: 100 numbers of farmers and more than 20 dealers from

Aurangabad, Jalna, Nanded districts of Maharashtra. The Selection of

farmers will be 30 to 35 from each district and from each districts 5 to 10

dealer will be selected.

Sample unit: Farmers, Dealers and Non-dealers.

Sampling Design: Purposive simple random sampling design.

Date & Place: Place for market research is Aurangabad, Jalna & Nanded

district of Maharashtra. From Feb, 2009 to

Method of data processing and Analysis:

May, 2009 the market

research were carried out.

Simple statistical analysis and SWOT analysis.

Date Analysis Technique

The term analysis refers to the computation of certain measures along with

searching for patterns of relationship that exit among groups.


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The data, after collection, has to be processed and analyzed in accordance

with the outline laid down for the purpose at the time of developing research

plan.

The techniques that are used for analysis of data are

1) Tabulation of data.

2) Pie charts

3) Bar graphs

4) Line graphs

Limitations of project study:

Following limitations may come while conducting the project.

This survey is totally dependent on response of farmers and dealers.

Time barrier.

The project is mainly focused on survey of Maharashtra State of districts

Aurangabad, Jalna and Nanded only. So, the outcome of the project

cannot be applied for other Districts of Maharashtra and for other states

due to demographic and geographic differentiation.


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Chapter IV

DATA PROCESSING AND ANALYSIS


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SWOT Analysis:

Strength:

• Quality and standardness in product is their strength.

• Dealers and Distributors are the backbone of our sales & Distribution operations. They constitute the connecting link between Aspee and the ultimate customer. The dealer is the ambassador of the company in the market place.

• Progressive farmers play important role in mouth publicity of the product. So they are pillar of the company.

• Product innovation, after sale service and durability is their strength.

• Brand image: The brand loyality of ASPEE made it possible to become

a market leader in sprayer like-Knapsak sprayers, power sprayers etc.

• Agricultural Research and Development Foundation is their strength to provide valuable & important information to the farmers.

Weakness:

• Price factor is their weakness because price of Aspee products is very high as compared to competitor price of the product.

• Promotion and advertisement of products is lacking in area of Aurangabad, Jalna & Nanded district of Maharashtra.

Opportunity:

• ASPEE Uniblast is having good demand in market of Maharashtra because Taiwan high pressure knapsack is fast moving product in this market and ASPEE Uniblast is same like Taiwan high pressure knapsack in features.

• Doing field demonstration and other promotional activities before season of sprayer start. It will improve the sell and market share of the company.

Threats:

• Competitors low price marketing strategy is threat to the company.

• Increase in competition of sprayer and dusters, it may be a threat to the company.


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DEALERS ANALYSIS


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1. Dealers Analysis:

Note: Dealers Analysis is totally dependent on responses of 23 dealers only.

1.1 Sprayers & Dusters they deal in –

The above graph seems that maximum number of dealers is dealing with ASPEE brands. In Knapsack 78.26% dealers are dealing of ASPEE, 26.8% dealers are dealing Geeta and Masand. In motorized knapsack ASPEE contribute 60.86% dealing by dealers, 17.39% dealers sell Rally+Jawan, 4.34% dealers dealing Padgrllwar, Taiwan, Paras product. ASPEE also play leading role in dealing Power sprayer near about 47.82% which is followed by Taiwan 4.34%.

Note: MKMCD= Motorized Knapsack Mistblower Cum Duster, PS= Power Sprayer, FS= Foot Sprayer, TS= Tractormount Sprayer, BC= Brush Cutter, PW= Power Weeder.

78.26

26.8 26.8

4.34 8.69

47.82

4.3417.39

60.86

4.34

Aspee Geeta Masand Padgrllwar Taiwan Paras Jaikisan RallyJawan

Res

pond

ent

Name of Companies

Fig.1.1 Sprayers & Dusters they deal in Knapsack MKMCD PS

Companies/

Knapsack MKMCD PS FS TS BC PW

Aspee 78.26 % 47.82 % 60.86% 0 0 0 0 Geeta 26.8 % 0 0 0 0 0 0 Masand 26.8 % 0 0 0 0 0 0 Padgrllwar 4.34 % 4.34 % 0 0 0 0 0 Taiwan 0 4.34 % 4.34 % 0 0 0 0 Paras 0 4.34 % 0 0 0 0 0 Jaikisan 8.69 % 0 0 0 0 0 0 RallyJawan 0 17.39 % 0 0 0 0 0


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1.2 Which is the fast moving product (sprayer & duster) in market?

The above graph seems that ASPEE Hitech Knapsack is fast moving product in market. Than in Motorised knapsack Taiwan brand is fast moving product. In Power sprayer ASPEE brand is fast moving product.

1.3 . Do you have Salesman / Mechanic?

02468

10121416

No.

Of

Resp

onda

nts

Name Of Companies

Fig. 1.2 Fast Moving Product

Knapsack

MKMCD

PS

9

14

Fig.1.3 Do you have salesman/mechanic

Yes

No

Knapsack MKMCD PS Aspee 15 4 12 Geeta 4 0 0 Masand 3 0 0 Taiwan 0 10 0 RallyJawan 0 1 0

Sr.no Respondents % 1 Yes 9 39.14 2 NO 14 60.86 Total 23


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The above doughnut chart shows that 14 dealers do not kept mechanic in his retail shop for providing after sale services. While remaining 9 dealers provide after sale service through mechanic of his store.

1.4. Do you sell spare parts of Equipment?

The above doughnut chart shows that 17 dealers kept spare parts for after sale services in his retail shop to fulfill the requirement of consumer. While 6 dealers are not interested in selling spare parts.

1.5 Do you maintain Farmers Data bank?

17

6

Fig.1.4 Do you sale Spareparts

Yes

No

5

18

Fig.1.5 Do you maintain farmers data Bank

Yes

No

Sr.no Respondents % 1 Yes 17 73.91 2 No 6 26.09

Total 23

Sr.no Respondents % 1 Yes 5 21.74 2 No 18 78.26 Total 23


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The above chart shows that only 5 dealers maintain farmer data bank and remaining 18 dealers do not maintain the farmer data bank.

1.6 Do you visit farmer’s farm?

The above pie chart concludes that only 2 dealers visit farmer’s farm to solve the problems of farmer. While 21 dealers do not visit farmers farm.

1.7 Do you participate in Exhibitions & Kissan Melas?

Yes2

No21

Fig.1.6 Do you visit farmers field

Yes0%

No100%

Fig.1.8 Do you participate in Exhibitions & kissan Melas

Sr.no Respondents % 1 Yes 2 8.70 2 No 21 91.30

Total 23

Sr.no Respondents % 1 Yes 0 0 2 No 23 100 Total 23


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Above pie chart shows that 100% dealers do not participate in Exhibitions & Kissan Melas.

1.8 Do you arrange demonstrations & other sales promotional Campaigns?

The above pie chart seems that among 23 dealers, 4 dealers arrange demonstrations & other sales promotional campaigns. While remaining 19 dealers do not arrange demonstrations & sales promotional campaigns.

1.9 Which are the major factors preferred by consumer while purchasing the product?

Yes17%

No83%

Fig.1.8 Do you arrange demostrations & other sales promotional campaigns

Sr.no Respondents % 1 Yes 4 17.40 2 No 19 82.60 Total 23

Factors

Very high (5)

High (4)

Moderate (3)

Low (2)

Very Low (1)

Total Score

Rank

Price 80 (16) 28 (7) 0 (0) 0 (0) 0 (0) 108 1 Weight 0 (0) 24 (6) 51(17) 0 (0) 0 (0) 75 5

Durability 50 (10) 52 (13) 0 (0) 0 (0) 0 (0) 102 2 ASS 5 (1) 60 (15) 21 (7) 0 (0) 0 (0) 86 3

Economy 5 (1) 56 (14) 24 (8) 0 (0) 0 (0) 85 4 Look 0 (0) 4 (1) 21 (7) 30 (15) 0 (0) 55 6


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The above bar graph shows that while purchasing product consumer gives first preference to price and then second preference is given to durability factor of the product. While last preference is given to look.

1.10 Satisfaction level in sense of dealing company.

The above graph seems that dealer’s satisfaction level in sense of dealing with ASPEE is high as compared to other companies. While low satisfaction level in sense of Padgilwar.

0

20

40

60

80

100

120

Price weight Durability ASS Economy Look

Tota

l Sc

ore

Factors

Fig 1.9 Factor prefer by Consumer while purchasing product

Companies High Moderate Low Respondent Aspee 11 9 0 19

Masand 5 1 0 6 Geeta 5 1 0 6 Taiwan 1 0 0 1

Rallyjawan 4 0 0 4 Jaikisan 0 2 0 2

padgilwar 0 1 1 2


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1.11 ASPEE Awareness

The above table shows that total respondents know ASPEE

The above pie chart shows that only 7 dealers know the activities of ASPEE do for the benefit of the farmers like:

a) Scholarship for agriculture students. b) Awards of rs.1 lakh to 3 farmers. c) Sponsored college for Horticulture and Nutrition.

While remaining 16 dealers do not know the activities of ASPEE.

02468

1012

No

of R

espo

nden

t

Name of Companies

Fig.1.10 Satisfaction Level of Dealer

High

Moderate

Low

7

16

Fig.1.11 Do you know Aspee Activities

Yes

No

Sr.no Yes No Total Respondent

1 Do you know Aspee

23 0 23

2 Do you know Aspee Activities

7 16 23


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1.12 Performance of the following Companies manufacturing above brand of sprayers and dusters

Above market parameters are ranks according to scale as mentioned below:

1= Poor

2= Fair

3= Good

Note: 14 (Market parameters) x 3 (Maximum scale) = 42 (Total Score Rating)

Interpretation:

The above table shows the performance of the companies, in which ASPEE product price is high as compared to competitor’s product price. So performance in respect to price is poor. Also the ASPEE performance related to promotional effectiveness is poor as compared to competitors. The other parameters performance of ASPEE is good than competitors. ASPEE score 33 out off 42 total score rating. So ASPEE play leading role in performance.

Sr. No

Market Parameters

Aspee Masand Geeta Taiwan Rally+ Jawan

Padgillwar Others

1 Price 1 2 3 2 3 3 3 2 Margin 2 3 3 2 3 3 3 3 Demand 3 2 2 2 3 2 2 4 Durability 3 2 2 2 2 1 2 5 Popularity 3 2 2 3 2 2 2 6 Reputation 3 2 2 2 2 1 2 7 Availability 2 3 3 3 3 3 2 8 ASS 2 2 2 1 2 1 2 9 Marketshare 2 2 2 2 3 3 2 10 Geographical

coverage 2 2 3 2 2 3 3

11 promotion effectiveness

1 2 2 3 2 2 2

12 Customer satisfaction

3 2 2 3 2 1 1

13 Innovation effectiveness

3 2 1 3 1 1 2

14 Your satisfaction level

3 3 2 2 1 1 1

Total Score 33 31 31 32 31 27 29


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1.13 Are you interested in availing Dealership in ASPEE Products?

The above pie chart shows that 11 respondent are already dealing with ASPEE products. While 7 respondents are not interested in availing dealership and 5 respondents are interested to take dealership in ASPEE products.

Yes22%

No30%

Already Dealer

48%

Fig. 1.13 Interested to take Dealership

Sr.no Respondent % 1 Yes 5 22 2 No 7 30 3 Already

Dealer 11 48

Total Respondent

23


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FARMERS ANALYSIS


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2. Farmers Analysis:

Note: Farmers analysis is totally dependent on responses of 100 farmers only.

2.1 Factors which are considered important while selecting the sprayer and dusters by respondents.

The above bar graph shows that price factors are given first preference while purchasing which is followed by durability. Last preference is given to look factors while purchasing the product.

0

100

200

300

400

500

Price weight Durabilty ASS Economy LooK

Tota

l Sco

re

Factors

Fig. 2.1 Factor given more important while purcahsing

Price

weight

Durabilty

ASS

Economy

LooK

Factors Very High (5)

High

(4)

Moderate

(3)

Low

(2)

Very Low (1)

Total Score

Rank

Price 330 (66)

104 (26)

24 (8)

0 (0)

0 (0)

458 1

weight 20 (4)

56 (14)

216 (72)

20 (10)

0 (0)

312 5

Durability 185 (37)

240 (60)

9 (3)

0 (0)

0 (0)

434 2

ASS 40 (8)

232 (58)

96 (32)

4 (2)

0 (0)

372 4

Economy 95 (19)

220 (55)

75 (25)

2 (1)

0 (0)

392 3

Look 15 (3)

68 (17)

39 (13)

86 (43)

24 (1)

232 6


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2.2 Recommendation From

The above bar graph shows the sources of recommendation to farmers, among this farmer and dealer play leading role in recommendation of the product to farmer. While Company field assistant share is very low as compared to others sources in recommendation of product.

2.3 Dealer from whom you purchased give services.

050

100150200250300350400450500

Farmer Agri. Uni Dealers CFA

Tota

l Sc

ore

Source of Recommendations

Fig. 2.2 Recommendations From

Farmer

Agri. Uni

Dealers

CFA

Very High (5)

High

(4)

Moderate

(3)

Low

(2)

Very Low (1)

Total Score

Rank

Farmer 360 (72)

104 (26)

6 (2)

0 (0)

0 (0)

470 1

Agri. Uni 0 (0)

8 (2)

9 (3)

74 (37)

58 (1)

149 4

Dealers 250 (50)

196 (49)

3 (1)

0 (0)

0 (0)

449 3

CFA 0 (0)

8 (2)

24 (8)

120 (60)

30 (1)

182 2

Nanded Aurangabad Jalna Total % Yes 4 6 2 12 12% NO 28 24 36 88 88%


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Above pie chart shows that 88% dealers do not provide services to consumers and only 12% dealers give services to consumer whenever there is problem in product.

2.4 After sales services of companies which are dealing with sprayers and dusters.

Yes12%

No88%

Fig.2.3 Dealers give services

Excellent Good Fair Poor Respondent using Aspee 0 35 27 0 62 Masand 0 10 14 1 25 Geeta 0 0 7 1 8 Padgilwar 0 0 1 12 13 Paras 0 0 1 17 18 RalyJawan 0 0 3 0 3 Taiwan 0 3 4 0 7 Jaikisan 0 0 0 1 1 CotonGold 0 0 0 1 1 Tata 0 0 0 1 1


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The above bar graph shows that ASPEE play leading role in after sale services followed by Masand. While Padgilwar, Paras, jaikisan after sale services are poor. 2.5 Have you purchased equipment under subsidy scheme?

05

10152025303540

Resp

onde

nts

Name of companies

Fig.2.4 After sale service

Excellent

Good

Fair

Poor

34%

66%

Fig.2.5 Sprayer and Dusters purchased on Subsidiy Scheme

Yes No

Nanded Aurangabad Jalna Respondent % Yes 14 3 17 34 34% No 18 27 21 66 66% Total 32 30 38 100


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The above pie chart shows that 66% respondent do not purchased equipment under subsidy scheme. While 34% respondent make used of subsidy scheme. 2.6 ASPEE Awareness

The above pie chart shows that 67% farmers are aware about ASPEE product.

2.7 Do you know the activities ASPEE does for the benefit of the farmers?

67%

33%

Fig.2.6 Aspee Awareness

Yes No




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The above pie chart shows that 100% farmers do not know the activities of ASPEE do for the benefit of the farmers.

2.8 Performance of ASPEE and his competitors dealing with sprayers & dusters manufacturing, on the basis of market parameters factors.

2.8.1 Price

The above table indicates that in respect to price factors the performance of ASPEE is bad. While the other companies performance is good as compared to ASPEE.

0%

100%

Fig.2.7 Aspee Activitiesyes No

Companies Good Moderate Bad Respondent using

Aspee 2 37 22 61 Masand 25 0 0 25 Geeta 8 0 0 8

Padgilwar 12 0 0 12 Paras 17 0 1 18

RallyJawan 2 0 0 2 Taiwan 4 2 1 7 Jaikisan 2 0 0 2


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2.8.2 Weight

The above table indicates that in respect to Weight factor of product the ASPEE performance is good as compared to competitors. While the others companies performance in respect to Weight factor is moderate and bad.

2.8.3 After Sale Service

The above table shows that after sale service of ASPEE is good. While the Masand & Taiwan in respect to after sale service is moderate. Padgilwar & Paras after sale service is bad.




RallyJawan 0 2 0 2 Taiwan 7 0 0 7 Jaikisan 0 0 2 2




RalyJawan 0 1 1 2 Taiwan 0 6 1 7 Jaikisan 0 1 1 2


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2.8.4 Look

The above table shows that look factor of ASPEE, Taiwan & Masand products are good. While Padgilwar & Paras products in respect to look factor are bad.

2.8.5 Durability

The above table of durability factor shows that ASPEE rank first in durability & quality of the product. While Padgilwar & Paras durability of the product is bad.










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2.8.6 Brand Image

The above table indicates that brand image of ASPEE in market is good. While Padgilwar & Paras brand image is bad in market.






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3. Different products of ASPEE available in market of MAHARASHTRA compare with other brands.

ASPEE Competitors

1. ASPEE Hitech Knapsack

• Durability excellent. • Rank

• Price very high (Rs.1600).

in Quality & standardness.

• Nozzles calibrated. • Repair & maintenance is low. • Brand image excellent in

market. • Fast moving product in market.

2. ASPEE Classic Bolo

• Low maintenance problem. • Price very high (Rs.4000) • Durability 10 to 15 yrs. • Spraying quality excellent. • Engine do not becomes hot

due to continuous work. • Fast moving product in some

part of Maharashtra.

1. Geeta Hitech Knapsack

• Durability poor. • Quality & standardness poor. • Price low (Rs.1000) &

affordable to farmers. • Repair & Maintenance is

high • Nozzles are not calibrated. • Brand image fair in market.

2. Paras

• High maintenance problem. • Price very low (Rs.2500) • Durability 5 to 7 yrs. • Spraying quality poor. • Engine becomes hot due to

continuous work and switch off automatically.

• Mainly sell through Panchayat samiti on Subsidy.




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3. ASPEE Uniblast

• Same in quality and

standardness. • Not so popular in that area. • Good opportunity & demand in

market. • Price (Rs.13000)

4. ASPEE HTP Power Sprayer

• Price very high i.e. 8000 to

13000 Rs. • Durability excellent. • After sale service good. • Warranty on product.

3. Taiwan sprayer.

• Same in qualiity & standardness.

• Popular among the farmer of that region.

• Fast moving product in market.

• Price (Rs.14000)

4. China HTP Power sprayer

• Price very low i.e. 4000 to

5000 Rs. • Durability not so good. • After sale service poor. • No warranty.




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Chapter V

FINDINGS & RECOMMENDATIONS


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Chapter V:

5.1. Findings

• Price factor of ASPEE : Growth is a multidimensional web of many parameters. In the present study, according to dealer’s feedback, the growth of the company is good but due to high price of product the sell and market share is going on decreasing year by year. The price of ASPEE sprayer and dusters is very high as compared to competitor’s price. So the farmers divert towards other companies product to fulfil their requirement. In this report, it shows that when farmers come to purchased the product it give first preference to price factor while selecting the product.

• Quality, durability factor of ASPEE:

The above analysis part related to competitors performance, from this I come to know that in durability & quality ASPEE play the leading role in market.

• Promotional activities :

From the above analysis of market research I come to know from farmers that they know ASPEE Company but they do not know the product brands and their activities. According to finding I come to know that ASPEE is lacking in promotion advertisement. Also the dealers are given task to arrange demonstration & to do promotion of the product but few dealers do promotion & arrange demonstration only when ASPEE provide support. The farmer’s feedback says that ASPEE do not do promotion activities in our area.

• Mouth publicity:

Mouth publicity play important role to increase the sell of product and also the growth of the company. From my market research survey I come to know that farmer purchase the product according to recommendation of another farmer.

• Companies provide subsidy on product: From the above market research I found that Padgilwar & Paras companies are doing their marketing, selling through gram panchayat samiti of Nanded, Jalna, Aurangabad districts. Gram panchayat samiti do selling of Padgilwar & Paras products at 50% subsidy to farmers. Padgilwar & Paras companies have capture market through panchayat


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samiti in above three district of Maharashtra. So the market share of Padgilwar & Paras is near about 30% in is this three district.

• Fast moving product in market:

The above analysis part of market research indicate that ASPEE Hitech knapsack is fast moving product in Aurangabad, Jalna, Nanded market. The high pressure knapsack sprayer of Taiwan is fast moving product in market. While the power sprayer of ASPEE is fast moving product in Aurangabad market.

• Dealer feedback related to sell and market share.

Dealer said that before 10 to 15 yrs there was very much demand for ASPEE but order was not fulfil to farmers, now current condition is that from 2 to 3 yrs demand is going on reducing and also the sell is reduced because of the high price factor of the product which is not affordable to small & medium farmers.

• After sale service:

From survey I found that ASPEE after sale services are good than competitors.

• Availing to give Dealership: While discussing with dealers of ASPEE which are already dealer, I come to know that ASPEE must maintain their old original dealers which are dealing ASPEE products & don’t give dealership to other persons which is near to his retail shop or don’t give dealership to another person when one is already dealing with ASPEE in same area.

• ASPEE foot sprayer were a familiar product of customers and was known as Maruti. But due to labour problem they are not using this product know. But the feedback of this sprayer was excellent due to its quality and standardness. The customers know ASPEE because of Maruti Foot sprayer.

• Loyal Consumers:

According to my finding in market research progressive farmers are the loyal consumers of ASPEE product because they saw the durability, quality and economy of the product.


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ASPEE Hitech knapsack sprayer pumps on the farm of progressive farmer. Farmer name: Santosh Gulabrao Jadhav Village: Hatnur, Taluka: Kannad, District: Aurangabad. On Santosh Jadhav field there are near about 8 to 10 ASPEE Hitech Kanpsack sprayers, 1 ASPEE HTP power sprayer, 2 ASPEE Classic Bolo. Santosh Jadhav is well known and progressive farmer in Marathwada region of Aurangabad talukas.

• Suggestion for product modification from farmer of Dengloor taluka of Nanded district:

Farmer Name: Mr. S. Ganga Reddy. Village: Shahpur Taluka: Dengloor, District: Nanded


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Suggestions: ASPEE Uniblast High pressure knapsack is same like Taiwan High pressure knapsack. Petrol tank must be at upperside of engine while in ASPEE Uniblast petrol tank is below the engine. Spray gun must be long. Engine safeguard must be there to avoid from water problem. Nozzle of different type must be given along with the sprayer.

In our Shahpur village, there are near about 30 to 50 sprayers of Taiwan company . Most of the farmer from our village & nearby villages purchased this Taiwan sprayer from Andhra Pradesh on subsidy on the name of relatives which are staying in Andhra Pradesh. Market price of Taiwan sprayer is Rs.14000.

I like your ASPEE Uniblast sprayer which is same like Taiwan sprayer. According to my recommendation the modification in product will improve the market value & demand of product in the market. I give gurantee to you that in this Dengloor taluka of Shahpur village more than 100 pumps will be purchased by farmers. Also our relatives in Andhra Pradesh are also there which needed quality product. ASPEE products are good in quality & durability but please do promotional advertisements before season start i.e. in May & June month. 5.2. Limitations: This survey is totally dependent on response of farmers and dealers. Time barrier. The project is mainly focused on survey of Maharashtra State of districts Aurangabad, Jalna and Nanded only. So, the outcome of the project cannot be applied for other states due to demographic and geographic differentiation.


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5.3. Conclusion:

“ASPEE in the farm, progress everywhere.”

Though India is considered an “agricultural” country because of agriculture’s

contribution to the economy, the country has still a long way to go in this field.

ASPEE play the leading role in Quality & standardness in the markets of India

and abroad. Due to high price of ASPEE products, consumers like small &

marginal farmers are not able to purchase the product of ASPEE.

Concentrating only big or progressive farmers will not improve the Indian

agriculture and Indian economy because small & marginal farmers are more

in this country. Now foreign countries like Taiwan & China have entered in

Indian markets to sell sprayers & dusters. So ASPEE has to take competitors

importantly into considerations and also customers before making any move

towards competitor’s product. Distributors & Dealers are brand ambassador of

the organization, so ASPEE must fulfill their requirements and demand. I also

conclude that ASPEE must do effective promotional advertisement to improve

the market share.

Lastly, in order to change dreams into reality and for turning liabilities into

assets one must have to meet the needs of customers.


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5.4. Recommendations The fast moving product of high pressure knapsack sprayer is of Taiwan

Company in market of Nanded & some part of Aurangabad, Jalna. So this Taiwan Sprayer is same like ASPEE Uniblast. So according to my view ASPEE must do promotional advertisement of this product by arranging field demonstrations & advertisement in local newspaper. So there is more demand in market for ASPEE Uniblast.

According to farmers feedback I come to know that there is lacking in

promotional activities, so farmers know the ASPEE but are not aware about ASPEE brands. Mainly Nanded, Aurangabad & Jalna region is most of under cereals, pulses & cotton cultivation. So best way to do promotional advertisement is before season start i.e.; in May & June month.

The price of ASPEE products is very high as compared to other companies dealing with sprayers & dusters. So the sell & market share of ASPEE is reducing now a days. According to my view ASPEE must reduced price of the product up to some extent.

Dealers are not able to give service of repair & maintenance to consumer. If there is problem in product then dealer send that product to company or distributor. It takes more time in some extent to repair & to send back that product again to consumer. According to my view the ASPEE must hired one to two mechanics from same districts to handle same districts and nearby two to three district to provide after sale service in time.

Dealership must be given to two or one persons only in same area because there are chances to arise conflicts between them. So do not give dealership to more persons in same area because some dealers make bad used of ASPEE brand name.

Farmers of this district near about 34% farmers purchased sprayer and duster equipment from Panchayat samiti on subsidy. My recommendation is that ASPEE must try to sell their product through panchayat samiti. So it will be affordable to small & marginal farmers to purchased ASPEE products. So it will improve the sell & market share of ASPEE in this area Along with this will increase the awareness about ASPEE products & brands among the farmers.


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5.5 Bibliography:

• Kothari, C.R.: Research methodology, 3rd edition, 1997, Vikas Publishing House Pvt. Ltd, New Delhi.

• www.aspee.com

• www.maharashtra.com

• Krishi Vigyan Kendra, Kanchanwadi, Dist: Aurangabad.

• Gram Panchayat Samiti, Tal: Ardhapur, Dist: Nanded.


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5.6 Appendices & Annexure

FARMERS QUESTIONNAIRE GENERAL INFORMATION

Name of the Farmer : Village Post Taluka District State Pin Code Mobile Landline

Education No of members in family Any business (other than farming)

1. Are you using Agriculture sprayer in your farm? Yes No 2. Do you believe that spraying equipment plays an important role in your farm? Yes No 3. The crops grown in your farm

Name of crop Season Months Acreage From To

Total acres of land 4. If yes, name of the equipment, brand, name of the company & price & crop Equipment Brand Name of Company Price Crop a. Knapsack Sprayer b. Power Sprayer c. Foot Sprayer d. Tractamount Sprayer e. Brush Cutter f. Power Weeder 5. Factors which are considered important while selecting the sprayer

In scale ranking 1 – 5 as per importance: Very high High Moderate Low Very low 1 Price

2 Weight 3 Durability 4 After Sales Service 5 Economy (Saving of

Pesticides)

6 Look


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5.1 Recommendation from

Very high High Moderate Low Very low

1 Farmer 2 Agricultural

Universities

3

Dealers & distributors

4 Cos. Field Asstt.

6. Name of the popular newspaper you read, TV Show & Radio you listen to Newspaper TV Show Radio

7. The details of Pesticides consumed by you Crop Approx consumption

In Value (Rs) per year Form of Pesticides (Liquid & powder)

Sprayer / Duster

Company / Brand name

8. Who sprays in your farm : Self : Labour : 9. How many times in a season sprayer is used? Crop How many Times used 10. How many times your existing sprayer needs repairs & what is the maintenance

cost? Equipment Spare parts Cost How many times

in a year 11. The details of after sales services available for the Equipment. a) The kilometers you have to travel b) Dealer from whom you purchased give

services Yes : No :


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c) The parts you purchase are from Dealers of original equipment manufacturers or any other?

d)

After sales services rank according to scale Excellent Good

Fair Poor

12.

Have you purchased equipment under subsidy scheme? If Yes, which and why?

13. After how many years have you purchased the new sprayer?

14. Are you aware of ASPEE brand? How?

15. Do you know the activities ASPEE does for the benefit of the farmers a) Scholarship of Agriculture Students Yes No b) Awards of Rs.1 lakh to 3 farmers Yes No c) Sponsored college for Horticulture and Nutrition

Yes No

16. Do you get any help from Agriculture Department for : Yes No a) Higher yield b) New crops c) New innovation techniques

17. Have you visited any agricultural information centre? If yes,

Yes No.

Krishi Vigyan Kendra ATIC State Dept. of Agriculture State Agril. Universities Agriculture Research Station Any other

18. Your suggestions to sprayer manufactures


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19 If you are using the product of ______________ company & brand, than give the plus point (benefits) of that company product.

Good Moderate Bad Price Weight After sales

service

Look Durability Brand image Other 21

What are the problems and lacuna did you faced in your existing company product?

20 Did you get training for operation and maintenance of purchased equipment from dealer & company? If yes, how you satisfy from that & what more do you want?

21 From where did you come to know about the product you have purchased ? T.

V News paper

Radio Wall paintings

Exhibitions

Field demonstrations

Farmers

Dealer

22 Your suggestions about company sprayers and dusters.

23 If you want to purchase the new sprayer & duster than which company you will prefer? And why?


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DEALERS QUESTIONNAIRE

GENERAL INFORMATION Name of the Dealer :

Village Post Taluka District State Pin Code Mobile Landline

Education SSC HSC Graduate Below SSC PG

1 Which are the major crops grown in your area? Kharif Rabi Summer All Seasons

Cereals Pulses Cash crop Horticulture crop

a) Vegetables b) Fruits

2 Items you deal in :

Company Brand Total Sold Quantity/ Turnover

Pesticides Seeds Fertilizers Sprayers & Dusters Hardware 3 Sprayers & dusters you deal in Equipment Brand Name of

Company Total sold quantity in

values Crop

Knapsack Sprayer Power Sprayer Foot Sprayer Tractamount Sprayer Brush Cutter Power Weeder Other 4 From how long you are in this business? 5 Which is the fast moving product (sprayer & duster) in market?


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6.

Performance of the following company dealing in above brand of sprayers & dusters. Rank the following parameters according to scale (1) Poor, (2) Fair, (C) Bad.

Market Parameters Aspee

Price Margin Demand by farmers Durability & Quality Popularity of brand Reputation of the

Company

Availability (timely supply) After sales service Sales support Market share

Geographical coverage

Promotion effectiveness

Customer satisfaction

Innovation effectiveness

Marketing officer behaviour

Your satisfaction level

7 Do you have Salesman / Mechanic Yes : No : If yes, how many If No. How do you provide services Are your Mechanics / Salesman trained by Company Yes : No : 8. Do you sell spare parts of Equipment Yes : No :

If yes, of which company 9. Do you maintain Farmers Data Bank Yes : No:

10. No. of Dealers/ farmers you cater to in your area

11. Your reach to Dealers/ farmers in kilometers 12 Do you visit farmers farm

If yes, How often in Yes : No :

5-15 days 15-30 days

Once in month After 2 to 3 months Once in year Other


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13. Do you participate in Exhibitions & Kissan Melas

Yes : No:

If yes, how many times in a year & where?

14 Do you arrange demonstrations & other sales

promotional campaigns? If Yes, Tick it & how many times in year

Yes : No:

Arranging Road Shows Van Campaign Wall Paintings Advertisements in local newspaper Hand Bills Field Demonstrations 15 How far is Distributor & Sub Dealer from you

Distributor Name of place

Kilometers away

Sub-Dealer Name of place

Kilometers away 16. Do you deal with any other business?

If yes, which & how long you are in this business?

17 According to you which are the major factors preferred by consumer while

purchasing the product? Parameters Very high High Moderate Low Very low

1 Price 2 Weight 3 Durability 4 After Sales Service 5 Economy (Saving of

Pesticides)

6 Look 7 Recommendation

from other farmers

8 Recommendation from other dealers


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18 Your satisfactory level in sense of dealing company.(Company name) High Moderate Low

19 Your suggestions to sprayer and dusters manufacturers.

20. Do you know the activities ASPEE does for the benefit of the farmers a) Scholarship of Agriculture Students Yes No b) Awards of Rs.1 lakh to 3 farmers Yes No c) Sponsored college for Horticulture and Nutrition Yes No

21. What do you know about ASPEE : Oldest and pioneer in India YES No Wide range of products YES No Social activities like Farmers Awards / Scholarships /

Agriculture College YES No

Technically sound Company YES No Any other 22. Are you interested in availing Dealership in ASPEE

products? If yes, specify the products you would like to sell.

Equipment Quantity (Estimated Sales)

Total value

a. Knapsack Sprayer b. Power Sprayer c. Foot Sprayer d. Tractamount Sprayer e. Brush Cutter f. Power Weeder

g. Spare parts

23. What are your expectations from ASPEE, if you intend to undertake dealership?

Documents

DEEPAK FINAL PROJECT