A

SUMMER TRAINING PROJECT REPORT

ON

“ATTITUDE REGARDING THE USE OF ORGANICS PRODUCTS "

AT

RAVI ORGANICS LIMITED

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

Submitted by:

Sagun

Roll No.8551629

IN THE PARTIAL FULFILLMENT OF THE REQUIREMENT FOR

THE AWARD OF DEGREE OF

BACHELOR OF BUSINESS ADMINISTRATION

SESSION : 2007-2010

SHRI RAM COLLEGE, MUZAFFARNAGAR

Q U A L I T Y

N o w & F o r e v e r

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

CONTENTS

PART – 1

ACKNOWLEDGEMENT

I would like to extend my sincere thanks and heart full gratitude to Mr.V. K. Choudhary

(Manager), for his constant encouragement and support during the entire duration of my

project at RAVI ORGANICS LTD., This Project is profusely illustrated with diagrams,

charts, graphs, figures at every stage to create a deep and long-lasting visual impact on the

reader.

I am very great thankful to Dr. B.K. Tyagi, Excutive Direactor (SRC), Dr. Veenus Jain,

Direactor (SRC) Mr. Saurabh Mittal, H.O.D. (B.B.A), Mr. Himanshu Verma (Guide) and all

the faculaty members of BBA (SRC), they has been guided instrumental in providing

valuable input at different stage, which helped me accomplish my work in a much better way.

In the end I would like to express my appreciation for the encouragement and guidance

provided by company personnel at RAVI ORGANICS LTD during my entire project.

(SAGUN)

Roll No 8551629

PREFACE

The study was conducted to know the Marketing Strategy for Organic Pruduct of Ravi

Organics Ltd. and suggestions for increasing the marketing awareness and satisfaction level

of customer. The study also helps to know about the features that would make a bright future

prospect for RAVI ORGANICS LTD.

Every company set of belief and practice is under going challenge and change.

1. From Developers, designing products alone to involving marketing and other

function as well as customer in products development.

2. From pricing the product by an arbitrary markup over cot to pricing on the basis

of delivered or perceived customer value.

3. From communicating and promoting offering mainly through persuasion based

advertising and sales people to using a much broader set of communication

vehicles and platforms.

COMPANY INTRODUCTION

The overall responsibility of the operation of the laboratory is

on the chaiman who is supported by quality technical manager

and the staff the overall technical functioning which includes

quality system of the laboratory is monitored by the quality

manager. The working of the chemical laboratories us

superwised by quality technical manager who is assest by other staff has par organisational

chart. The performance of the staff is monitored by quality techincal manager the company is

being run and manage by the technical and experienced professionals having a wide

experiance in the various areas of their specialization.

The company employees the qualified staff who work capable enough to test and

supervice the work and realate quality function the company has install the request equipment

to meet the requirement company also perform continuous research and development

activities to meet the requirement of customers as well as to enhance the capability of

organisation.

ILRI is a recognised testing laboratory from national accreditation board for testing

and celebration laboratories. They are providing test service for industrial and fine chemical

pesticides and their formulation Pharmaceuticais, Fertilize, Metals, and Alloys.

Testing are undertaken under the supervison highly qualified and experienced staff.

The Organization and its management was providingtesting services since 1995 under the

name of Ravi Organics Ltd. Which is providing services for chemical testing. The

management of Ravi Organic Ltd. decided in the year 2005 to establish a unique Laboratory

in the state of U.P. to provide chemical testing services for other organizations also and to be

known for its quality and services. With the result of same the management

formed INTERNATIONAL LABORATORY AND RESEARCH INSTITUTE as a

wholly subsidiary unit of Ravi Organic Ltd. in the year 2005. The newly formed Permanent

Laboratory started its operation under the new name from June 2005. The Organization is

being run and managed by the technical and experienced professionals having a wide

experience in the Various areas of their specialization.

The company has a Team of professionals who are capable to test and supervise the work and

related quality functions. The company has installed the requisite equipments to meet the

requirements of Customers. Company also perform continuous research & development

activities to meet the requirement of customer as well as to enhance the capabilities of the

Parent organization.

PRODUCTION FACILITIES

Production facilities of the company are located at G-11, 14, K-46 to 55 UPSIDC Industrial

Area, Begrajpur, Muzaffarnagar-251203 U.P. INDIA, adjacent to National Highway No. 58,

110 Km from Delhi.

Equipments with latest techniques used for reactions includes Glass Lined Reactors up to 10

KL Capacity, Stainless Steel Reactors up to 10 KL Capacity, Gas Induction Reactors,

Pressure Reactors, Agitated Nutsche Filters up to 5 KL Capacity, Rotary Vacuum Dryers up

to 5 KL Volume, Brine Chilling Units 140 TR @ -20°C, Distillation Columns, Vacuum

pumps, Nitrogen Generators, Boilers up to 4 TPH @ 17.5 Kg/cm2, Cooling Towers, Nutsche

filters & Centrifuges etc.

 

 

 

 

 

 

MARKETING OFFICES

1. Delhi

2. Hydrabad

3. Faridabad

4. Lucknow

5. Agra

6. Zeerakpur (Punjab)

7. Roorkee

8. Goa

9. Samba (J&K)

10. Raipur (Chattisgarh)

11. Jaipur (Rajasthan)

COMPANY PROFILE

Ravi Organics Limited was incorporated in the year 1995 with a goal of achieving

revolution in the area of Agriculture by increasing quantity and improvement in quality of

products by manufacturing the Agrochemical Products in the Country. The Promoters of the

Company setup production facilities of Agrochemicals at UPSIDC Industrial Area,

Begrajpur, Muzaffarnagar 251 203 (U.P.) INDIA. The Company is a member

of RAVI GROUP of India established in 1975 which has now multiactivity industrial units in

the fields of Agrochemicals, Pharmaceuticals, Pesticides, Seeds, Fertilizers, Iron & Steel,

Paper Industries, Surfactants, Detergents, Intermediates, Paper additives, Fine Chemicals.

With its workforce and production capacity, the Company is all set to meet the challenging

needs of valuable customers. Over the years, the Company has developed a wide range of

Technical grades of Pesticides and its formulations as well as formulation of bought out

Technical Concentrates under its Professional Management and highly qualified and

dedicated team of experts.

At RAVI GROUP, we conduct business with ethics and integrity. We are proud of the

products we manufacture, and also the efforts we put into them. Our Research and

Development wing constantly put in great efforts to innovate in the field. Our Goal is to serve

in our country as well as outside the country by setting standards of quality, services and

commitment to customers. We measure our success based on the satisfaction of our valuable

customers.

Vision

ILRI is comited to provide excilent and prompt services in the area of testing.

1. To be a sound all india.

2. Customer centric.

Philosophy:

( DEVELOPMENT TRUST AND HONESTY)

To provide the active efficent reliable accurate and timely tesitng service.

( CLIENT IS OUR CONCERN)

Mission of the Company:

1. To provide organic product and chemical to farmers and industries.

2. Achiving total customer satisfacion and being reckoned as the best organic company

in the industry on all parameters.

3. To enhance shareholders wealth by ensuring sound growth of business and make

valuable contribution to national economic growtth.

QUALITY POLICY OF THE COMPANY

To provide the costomer acitve efficent reliable accurate and timely testing services.

Excellent and prompt service by emplementing and continualy improving the quality

management system complying to ISO/IEC 17025:2005

Establish good laboratory practice.

Continusually improve the effectiveness of management system through view and

training to all employees.

To make the laboratory for its quality of service and customer focus.

SINGNIFICANT ACCOUNTING POLICIES

GENERAL: The Company gererally follows the Mercantile System of Accounting

recognizing both income and Expenditure on accrual basis except otherwise stated elsewhere.

The accounts are prepared on historical cost basis and as a going concern. Accounting

policies not specifically referred to otherwise are consistent with generally accepted

accounting policies.

FIXED ASSETS: Fixed Assets are stated at cost of acquisition or construction less

accumulated depreciation. Cost includes installation charges, freight, duties, taxes and

expenditure & interest paid during construction period, whereever, applicable. CENVAT

availed has been reduced from the cost of the concerned assets and added back, if disallowed

later on.

DEPRECIATION: Depreciation. On fixed Assets has been provided on Written Down

Value method (on monthly prorata basis), from the next month in which Assests were

purchased or first utilised or upto the previous month in which asset was sold, as per Section

205(2) (B) and Schedule XIV of the Companies Act, 1956.

INVENTORIES: Inventories are valued at cost or net realisable value, whichever, is less.

TURNOVER: Turnover are exclusive of Exceie Duty. Sales shown is net Sales i.e., gross

sales less sales return and cridit notes of rate differences.

TAXES ON INCOME:

a) Provision for Income Tax: Provision for Income Tax is determined is accordance with

the provision of Income Tax Act, 1961.

b) Deferred Tax Provision: Deferred Tax is recognise, subject to consideration of prudence,

on timing differences, being difference between taxable and accounting

income/expenditure that originate in one period and are capable of reversal in one or more

subsequent period(s).

c) Firnge Benefit Tax: Provision for Fringe Benefit Tax is determined in accordance with

the provision of Income Tax Act, 1961.

EMPLOYEE RETIREMENT BENEFITS: Retirement benefit to the employees have been

accounted for on cash basis, which is not in conformity with AS-15 issued by the Institute of

Chartered Accountants of India.

FOREIGN EXCHANGE FLUCTUATION: Foreign Exchange Fluctuation adjustments are

made in the respective head if occured during the same financial year otherwise in the profit

loss account separately.

EXCISE DUTY/ SERVICE TAX:

a) The company has included Excise Duty in the valuationof Closing Stock of Finished

Goods.

b) The purchase cost of raw materials and other materials have been considered net of

CENVAT.

c) Excies Duty has been accounted for on the basis of both payment made in respect of

goods cleared and also provision made for goods lying in stock yard of factory and

branch and as well as with Consignment Agents.

d) CENVAT benefit is accounted for by reducing the purchase cost of respective

material/fixed assets.

BORROWING COST: Borrowing costs that are attributable to the acquistion or

construction of qualifing assets are capitalised as part of the cost of such assets which has

been capitalised during the year. A qualifying asset is one that necessarily takes substantial

period of time to get ready for intended use. All other borrowing costs are charged to

revenue.

Telephone, Electricity, Postage, Printing & Stationary, Interest on Government Securities,

Insurance Claims etc., have been accounted ofr on cash basis.

SEGMENT REPORTING: The Company is a single Segment company, which is

manufacturing and trading of Pesticides Chemicals. Accordingly the disclosure requirement

as prescribed in the Accounting Standard (AS) -17 on Segment Reporting issued by the

Institute of Chartered Accountants of India is not applicable.

NAME OF THE RELATED PARTIES:

Associates : Magma Industries Limited

Ravi Pesticides Limited.

Ravi Laminators (P) Limited.

Ravi Crop Science Limited

Key Management Personal : Shri Devendra Garg, (Chairman cum M.D.)

Shri Dinesh Garg (Viee Chairman cum M.D.)

Relatives of Key : Akash Garg

Management Personnel : Anita Garg

Anurag Garg

Devendra Kr. & Sons (HUF)

Dinesh Kr. & Sons (HUF)

Garima Garg

Pooja Rajvanshi

STURUCTURE OF THE ORGANISATION

The structure followed in Ravi Organics is a formal vertical structure. The structure is as

follows

C.M.D.

M.D.

G.M.

D.G.M.

A.G.M

CHIEF MANAGER

SCALE1 SCALE2 SCALE3

PRODUCT OFFERED BY COMPANY

The company offer different products which satisfies the needs of different sector customers.

These are as follows

2, 4- D Acid

2, 4- D Ethyl Ester

2, 4- D Sodium

AKD (Emulsion)

Butachlor

Clodinafop Propargyl

Glyphosate

Hexaconazole

Isoproturon

Metribuzin

Pendimethalin

Pretilachlor

Sulfosulfuron

Tebuconazole

Growth of the ravi organic ltd.

 200

0

Jun 7, 2000 - His father died when he was two and young Ravi moved around the

country with his mother. She has now settled down as an organic farmer in Devon

while he moves between homes in London and Birmingham. He is an occasional

visiting lecturer in fine art photography at Newcastle University. ...

1.

2001 Mar 28, 2001 - It probably takes 10 to 15 years of organic growth for a company that

size to move up the four credit notches they just gave up. ... Ravi   Suria : I compare 3G

to prior massive capital expenditures in history like the building of the Interstate

Highway System or the electricity grid or ... 

2.

 200

2

Jan 22, 2002 - Whatever wealth we generate, we will carry our shareholders with us,''

Mr Ravi Uppal , President & Managing Director, ABB, said here on

Monday. ... Asked, Mr Uppal said that ABB's reserves would be of use for the

ambitious growth plans envisaged for it that include both the organic ... 

3.

 200 Aug 26, 2003 - A DRAFT policy to be formulated soon will aim to make the entire

3 State fullyorganic (Jaiva Keralam) on the lines of the universal literacy ... IFOAM,

Dr CK George, Advisor, Peermade Development Society, Dr K Ravi, Advisor

to Chief Minister of Kerala on Sustainable Development, ... 

4.

 200

4

Nov 21, 2004 - Ravi   Varma  used to give a coat of varnish to his paintings to preserve

them. Over time however, the varnish deteriorated. So, the tone of the original

colours on these paintings changed. During restoration, the team removed the varnish

and using a mix of stableorganic and inorganic ... 

5.

 200

5

Jun 12, 2005 - Once known as Vam Organics, a specialty chemicals

manufacturer, Jubilant Organosys in its new makeover is trying to establish its

presence throughout ... In his interaction with FE's Ravi   Krishnan , chairman and

managing director Shyam S Bhartia outlines the company's strategy to grow. ... 

6.

 200

6

Feb 20, 2006 - In an exclusive interview to Editor Saisuresh Sivaswamy and Nikhil

Lakshman Sri Sri Ravi   Shankar  discusses terrorism, the spiritual solution to

corruption and what discourages him ... We are not using our natural

way, organic farming. These are some things we can revive in our country. ... 

7.

 200

7

Jul 18, 2007 - Mr   Ravi  Naware, Divisional Chief Executive, ITC Ltd - Food

Division, at the launch of Aashirvaad Select organic spices in Bangalore on Tuesday.

Bangalore, July 17 After health biscuits and snacks, ITC Foods is going organic now.

The company has enteredorganic foods retailing with the ... 

8.

 200

8

Apr 28, 2008 - “As a result, organic wastes and toxic chemicals have badly affected

aquatic life both in this drain and in the River Ravi. ... Though views have been

expressed, they seem segments of Mr Yunus 's misunderstanding and his ignorance

of the Jamiat's history. ... 

9.

 200

9

Sep 12, 2009 - After returning from the US over three years ago, Mr. Ravi along with

his father K. Ramesh started organic cultivation of brown rice in their 20-acre farm at

Velpuru in Kankipadu mandal near here. They make organic manure called

“Panchgavya” with locally available ingredients. ... 

PROBLEM FACED BY THE ORGANISATION

There is no company in this world which do not have any problem so likewise Ravi

Organisation has its own share of problem. These problem are :-

1. The company has no sales, marketting and retail focus.

2. The company has certain human resource problem such as

A) Skill not keeping pace with time

B) Lack of speciliasation

C) Employee demotivation

Development of organic industry

The organic industry development progam was established to provide assitance with project

that uncoverage growth in the oraganic sector and yield positive econmic benefit to the

agriculture industry. The program is intent to provide fund to growthness aliens procedures

group and processers to eccelerate the production of cartified organic production and

processing techonology to facilitate growth in the industry and contribute to own farm

profitability and compatitiveness.

This is a comprehensive program design to eccelerate the adopation of certified organic

production and processing techonology and coverage stratgic growth and marketing

development and implement compatativ field and pest management practice.

Components

Organic value chain development

Organic product farm advancement programe

Organic agro enviourment program

This programe will help support the innovative capasity of farmers by providing funds to

farmers or group of farmers to support investment in the development of organic agriculture.

This will contribute to own farm profitbality and competiveness as well as help in dissdminite

knowdlege gain through implementation with the program.

BENEFIT TO CONSUMER

“IT IS NO LONGER ENOUGH TO SATISFY CUSTOMER, YOU MUST DELIGHT

THEM”

IT IS VERY IMPORTANT TO KNOW THE COMPANY……..

1. What are Customer Value and Satisfaction, how do the leading Companies Produce

and deliver them?

2. What make high performance business?

3. How can Companies both attract and retain customers?

4. How can Companies Improve Customer Profitability?

5. How Can Companies Practice Total Quality Management (TQM)?

Whether the buyer is satisfied after purchase depends on the offer’s performance in

relation to the buyer’s expectation.

SWOT ANALYSIS

STRENGTH

1. Collaboration with the Largest Organic Suppliers i.e. Ravi organic in Western India.

2. Profit Making Year & Year.

3. Dedicated Employees of the Company.

4. Latest Machines are using in plant to provide the best quality of Organic & Organic

Products to Muzaffarnagar Based Consumers as well as New Delhi Based Consumers.

WEAKNESS

1. Irregulatory and Delay in Supply of Organic & Organic Products to Consumer.

2. No Optical Media Advertisement Fund has been provisioned in Companies Financial

Statement.

3. No Sales Target achievement Scheme are Introduced in the Company for Sales

Supervisors.

OPPORTUNITIES

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

2. To Direct Enter in the Market of

A. National Capital of India: New-Delhi.

B. In the Market of Ambala, Chandigarh, Gurgaon, Rohtak.

C. Small Cities or unrepresented areas i.e. Sonipat, Hisar, Kurukshetra.

3. To Prepare Organic Booth at Prime Location of Muzaffarnagar City for Direct

Selling of Organic and Organic Products at Consumer Price and Earn More Profits

Equivalent to it’s Distribution Channel.

THREATS

1. All the Raw Organic of Company is depending on the Village Area Organic

Producers, who are not so loyal for company.

2. From the Increasing the Competition in the Organic Products Market and from

exclusive Other Brand Retail Outlets.

AIM OF THE ORGANIZATION

Main aim of the organization is to maxmize the consumer satisfaction and this is achieved

through providing quality organic and organic products, continious achievement and

motivated employee.

In general:

“SATISFACTION IS THE PERSON’S FEELINGS, of pleasure or disappointment

resulting from comparing products perceived performance in relation to his or her

expectation.”

1. If the performance falls short of expectation, the consumer is dissatisfied.

2. If the performance matches the expectations, the consumer is satisfied.

3. If the performance exceeds expectations, the consumer is highly satisfied.

4 Consumer who are just satisfied still find it easy to switch when a better offer comes

along.

5. Those who are highly satisfied are much less ready to switch over.

6. High satisfaction or delight creates an emotional bond with the brand but not the

rational preferences.

PERFORMANCE OF COMPANY:

The performance of Ravi Organic Ltd. Can be measured by overall company profit & loss

account and balance sheet, it means financial report of company.

Net current assests of the company:

2008 2009

254,377,563.61 310,845,890.35

Income:

2008 2009

509,005,312 536,315,226

Expenditure:

2008 2009

506,366,102 531,284,466

Profit after Tax:

2008 2009

1,417,532.80 2,905,461.46

PART II

INTRODUCTION TO THE TOPIC

“To study the attitude regarding the use of organics.”

In the present context, marketing strategy of any product has become one of the most

important area of human activity because of increasing rate of large & complex organisation

in the society, because of their increasing role, the organisation have attracted the attention of

both practitioners and academicians to find out the answer of the question how these

organisations can be more effective. Marketing strategy lead to the development of a new

product on field.

The marketing strategy of liquied organic depending on the measurement criteria

used. However is measured by the deeline of profitability and performance, A shift to a more

appropriate organisations structure. However it has been found that in the most of the cases,

there is a positive correlation among these two criteria. It implies that the number of

employers increases with scale of operation which, in trun, necessitates large amount of

investment.

The characterstic of marketing strategy of liquid organic in Ravi Organic ltd. are as follows.

1. The marketing strategy of liquid organic influnce its coardination, direction, control

and reporting system.

2. The marketing strategy of liquid organic affect the degree of formalisation of various

processes like communication, authority & responsibility delegation, control system,

decision making etc.

Muzaffarnagar city divided into eight parts for the convenience of sample survey.

1. Research Design:

Because research was based on descriptive type, so research problem was designed in

such a way so that a researcher can get more and more accurate results. Personal

interview were conducted to understand the behavior of Dealer as well as Consumer.

Data Collection Method:

We have two type of Data’s;

One is Primary Data &

Other is Secondary Data.

Data Collection is very important part of any research, Accuracy of Research depends upon

the facts which we have collected from the actual data. It means that it is very important that

how much accurate data we have collected.

Primary Data:

In this Research Project, all the Primary Data was Collected from Dealers & Consumer,

dealers which are already selling the “Ravi Organics” Brand products and also who are

whole-selling the Un-branded organic in the Muzaffarnagar Market, Here Consumer Refer to

the ultimate user of organic who use organic for various purpose.

For this purpose, we Conduct Personal Interview’s & Questionnaires for Dealer Channel &

for Consumer.

Secondary Data:

During the time of Research, we required some secondary data, so that data we have

collected from the company records, i.e. Product Specification, Organic & Organic Products

Manufacturing Process, Tests Conducted by Organization & Aim and Quality Policy of the

Company.

A. Consumer survey :

Scope : Muzaffarnagar city

Sampling : Non Purposive stratified Random

sampling

Size : 100

Instrument : Questionnaire

B. Private Traders :

Scope : Muzaffarnagar city

Sampling : Non Purposive stratified Random

sampling

Size : 10

Instrument : Informal interview with check list.

C. Private Vendors :

Scope :Muzaffarnagar City

Sampling :Judgment /willingness to co-operate

Instrument :In depth formal interview with check list

D. SOURCES OF DATA :

Primary

a) Consumer Survey

b) Private traders survey

c) Private vendors

E. SURVEY DESIGN

For Consumer Survey

For the consumer survey we have adopted the random sampling method, Muzaffarnagar city

divided into 8 zones, 25 respondents were taken from each of these zones at random. Care

was taken to ensure adequate representation across all income levels.

F. FOR RETAILERS SURVEY

Retailers were also selected using non-purposive sampling. Private vendors, farm owners and

private dairy operators were chosen on judgmental sampling basis for the purpose of

discussions. Members of their associations were also contacted for their associations were

also contacted for further discussions and clarifications.

Apart from this, discussions were also under taken with the concerned company staff. The

data obtained was analyzed on computer for interpretation and analysis of results.

Objective of Research:

A. To study consumer perception and opinions about Ravi organic.

B. To study the marketing practices of private traders of Muzaffarnagar city.

C. To promote the sales of Ravi organic with the application of marketing strategy where

ever relevant.

D. To study the marketing strategy of Ravi Organic.

CONSUMER SURVEY FINDING

MUZAFFARNAGAR CITY – A PROFILE

Situated in the most fertile belt of the land, Muzaffarnagar is an ideal place for agriculture .

The district has an agro based economy and the population even in urban areas is well

informed about agriculture as an economic activity has roots in both rural as well as urban

key information about the organics market in Muzaffarnagar city is estimated to be as

follows.

Total estimated population of the city 15, 93, 705

Estimated per capita consumption 250.00 ml

SURVEY RESULTS

Estimated daily organics consumption of the: 3, 98, 426 litre.

Private Organics Trader

This includes all those who sell loose organics like private vendors Farm owners and small

size private operators.

Table no-1

ORGANIC CONSUMPTION AS a FACTOR:

Consumer preference ranking of organics quality parameters:

Income slabs Quality Parameters (in percentage)

Good purity safty

Quality

Below-4000 36.83 5.26 15.8

4000-6000 27.10 10.40 12.5

6000-8000 32.80 21.90 3.1

8000-> 16.70 16.70 5.50

Overall preference

Ranking 29.5 15.40 8.10

Organic Consumption

Good QualityPuritySefty

The above table reveals that good quality, organics is the most important criteria for organics

consumers in judging the quality of organics. While these two parameters are similar across

the consumers of all income groups, the consumers of higher income slabs look for the safety

of organics too.

ORGANICS USAGE PATTERN

Table no-2

Income wise per capita organics consumption pattern:

Income slab Total no of

Farmers

Total organics

consumption(ltrs)

Per capita

consumption(ml)

Below-4000 25 27.86 200

4000-6000 64 105.23 316

6000-8000 86 201.13 361

8000-10000 25 88.62 427

Total 200 422.84 1304

Thus it is very clear that per capita organics consumption in Muzaffarnagar city has a direct

relation with income of people. The over all per capita organics consumption for

Muzaffarnagar city is 200 ml per day.

CONCLUSION:

These patterns reveals that per capita organics consumption in the city is the function of

income with increase the income then the increase the per capita consumption is to attributed

to the higher proportion of organics for direct consumption. In such a scenario apart for the

consumers to have quality preference in favor of thicker organics with higher safety content

and having good quality.

PRESENT MARKET SHARE:

Table No-3

S. No Brand Name Total Organics Sold

(Liters)

% Market Share

1. Ravi 27,000 67.5

2 Ravi Crop 10000 25

3 Magma 3000 7.5

Total 40,000 100

These brands have captured 10% market share of whole market.

PRESENT MARKET SHARE

Ravi

Ravi Crop

Magma

67.5%

25%

7.5%

Table No. 4

COMMISSION STRUCTURE OF RETAILERS:

S.NO BRAND NAME AGENT COMMISSION Rs/liter

1 Ravi 5 Rs

2 Ravi Crop 5 Rs

3 Magma 5 Rs

The commission offered by the dairy to its agents compares then the commission conditions

in favourable with that offered by the private company. It is clear that these private company

are following a agents push strategy like as scheme and service satisfaction to agents.

RAVI is available in Muzaffarnagar’s market from last 26 years. Ravi brand name is well

known in Muzaffarnagar city so the consumer has famliared to Ravi brand name but agents

are not satisfied to Ravi delivery system.

Consumer is 80% satisfied from quality of Ravi liquid organics but agents are not satisfied to

Ravi service system.

AVAILIBILITY OF AGENTS IN MUZAFFARNAGAR MARKET

TABLE NO-5

S.NO BRAND NAME AVAILIBILITY WITH AGENTS (%)

1 Ravi 60

2 Ravi Crop 30

3 Magma 10

While most of the agents/retailers are keeping Ravi Organics the agents’ survey reveals that

20% Ravi organics agents are selling other brand. Reason is this; distribution system is not

satisfactory according to agents and not allowed incentive system.

AGENTS AVAILABILITY IN MUZAFFARNAGAR MARKET

64%

25%

11%

AVAILABLE AGENT

RaviRavi CropMegma

INCOME WISE CHEMICAL SOURCE HOUSEHOLDS

Table no-6

Income slab Organics

vendors

Private

company

Ravi

LIG 23.6 23.6 21.1

LMIG 23.0 4.0 4.0

HMIG 29.7 4.7 6.2

HIG 39.33 - -

LIG = Lower Income Group

LMIG = Lower Middle Income Group

HMIG = Higher Middle Income Group

HIG = Higher Income Group

The above pattern reveals that majority of the HIG consumers prefer to buy organics from

company. Even majority of the consumers in LMIG and HMIG categories also patronized

organics as their organics source.

Ravi and private company as organics source are being favoured by LIG consumers. While

none of the HIG consumers has patronized two as regular organics source.

60%

INCOMEWISE HOUSEHOLD ORGANIC SOURCE

LIG LMIG HMIG HIG0

5

10

15

20

25

30

35

40

45

ORGANIC VENDORS

PRIVATE COMPANY

RAVI

LIG = Lower Income Group

LMIG = Lower Middle Income Group

HMIG = Higher Middle Income Group

HIG = Higher Income Group

CONSUMER SURVEY FINDING ABOUT RAVI ORGANIC

Consumers currently using Ravi organics 7.5%

Consumers not using Ravi organics 75%

Consumers not tried Ravi 17.5%

Though 7.5% consumers use the Ravi organics. Majority of the respondents have tried Ravi

organics some time in the past but discontinued for various reasons. Approximately 17.5%

consumers have not tried Ravi organics at all.

Table No -7

REASONS FOR DISCONTINUING RAVI ORGANICS

S.NO REASONS %RESPONDENT

1 Poor service 28%

2 Poor Quality 58.6%

3 High price 6.7%

4 Better option 6.7%

The major reason for discontinuing was the use of Ravi organics reported to be the poor

quality. These respondents defined poor quality in terms of bad quality like as smell and

consumer feel the organic quality as oily. There are many better options are available for

consumer to the purpose of purchasing organics like as private company, private traders.

While those, who discontinued for the reasons of poor services and supply system.

POOR QUALITYPOOR SERVICESHIGH PRICEBETTER OPTIONS

58.6%

28%

6.7%6.7%

Table No-8

Expectation of present non- users from Ravi:

S.NO EXPECTATIONS %RESPONDENTS

1 Improve quality 60

2 Reduce price 18

3 Improve availability 12

4 Nearness of source 10

Consumers want to purchase Ravi liquid organics if the given conditions those consumers are

not uses Ravi organics they expect to Ravi that improve organics quality and they want

availability. They also expect price to be reduced.

% Respondents

Improve QualityReduce PriceImprove AvailabilityNearness of source

12 %

10%

60 %18 %

REASON FOR NONUSE OF RAVI LIQUID ORGANICS:

Table no-9

s. no Reasons %Respondent

1 No preference/liking for

packed organics

47

2 Not available 33

3 Not interested 20

Total 100

% Respondent

No PreferenceNot AvailabeNot interested

20 %

33 %

47%

While 42% of the respondents did not give any particular reason for not trying, 58% of the

respondents could come out with the reasons. In this category 2/3 of the respondents

expressed they are not interest for the for the packed organics and 1/3 states non availability.

Its reasons states that the Ravi distribution channel can not cover entire city.

RETAILERS SURVEY FINDINGS:

More than 50% retailers said that marketing supervisions visit them once a month only. This

explains the kind of supervision in the company exercisers on its organics sales. Further 78%

retailers said that these company officials during they visit, listen to their complaints while

22% said otherwise. But of these only 28% retailers said that the action taken them each

generally to their satisfaction. Ravi organics agents are not satisfied from organics

replacement because some time organics packed to be leakage then the replacement is not

allowed so agents are not satisfied with Ravi organics. Agents also complaints about delivery

system and want increase the advertisement whose consumer will know about Ravi liquid

organics. During the agents, 70% agents are satisfied to Ravi organics quality but some minor

complaint about smell in organics. Agents want pump let for the purpose of advertisement.

According to agents point of view the complaints redressal system has very low efficiency of

22%.

This finding clearly shows that company officials do not take liquid organics sales

seriously and operate in lackadaisical fashion.

DISTRIBUTION ASPECT

1. The network of retailers is not uniform in the Muzaffarnagar city. There are pockets

of concentration of the retailers while there are some areas ‘location as such type

where retailers can not operate.

2. The roads are the interior parts of the city so the roads are very narrow and congested.

The vehicles of the Ravi organics can not pass through these.

3. Presently company has 400 retailers on its rolls and 95% of them are generally at any

point of the time.

PRIVATE COMPANY

Private companies are one of the smallest segments of unorganized sector in marketing and

spreading their operation in the thickly populated areas of the city. Private company has

crucial role in marketing of liquid organics in city of Muzaffarnagar. The source of organics

collection them self or through private vendors. After collection the liquid organics they do

the pasteurization of organics with best facilities. After pasteurization the marketing staff

gives the instruction for distributing the organics in the selected areas. Others are selling

organics raw or chilled in loose sales. Through marketed as whole organics, they never give

more than 75% safety in organics, which allows them additional profit. The selling process of

organics as like Ravi organics selling and they are provide extra facilities in selling process

like as shop to shop selling of organics through the particular person.

These private companies target LIG group for the purpose of selling the liquid organics in

this segment because reason behind this is the LIG group persons are interested in this type

organics. Apart from organics supply, the private companies produce products like pestcides

formulations etc, in different packs and sizes which are most suitable to the different income

groups of consumers. The organics products of private companies are not best quality but in

case of service facilities, these companies provide best service to consumers. These

companies keep their products price slight lesser than the ‘RAVI’ products and other

organized sector products.

They claim their products are fresh, pure and hygienic and also economical. Additionally

they build good report with the customers and bind them.

CONCLUSION

Ravi is a well known Organics Industry in entire U.P., Every Consumer & Every Retailer is

aware about Ravi Poly-Pack Organics, Organics Products and Indigenous Organics Products

of Ravi.

Consumer are willing to buy Ravi Organics Indigenous Product and they also show Interest

in launching of the “Ravi Organics” in Muzaffarnagar Market, but due to non-regular

availability of their existing products like: Shortage of Ravi Chemical and pesitcides they are

not assured about the proper availability of pesitcides in Muzaffarnagar Market.

Shop-keepers are selling another companies products due to lack of availability of Ravi

Organics Products thus consumer have to buy another company product.

According to Research about the “Potential of pesticides in Muzaffarnagar Market”, the

Present Un-branded sale of pesitcides is Approx. 800-1000 Kg. per day, covering small

industries, agriculture, Consumer etc., Buyer as well as Seller both are willing to sell and buy

the branded pesticides respectively if available, thus “Launching of AKD (Emulsion) in

Muzaffarnagar Market” will be a very aggressive step by the Ravi and they can easily hold

up-to 50% - 60% market initially.

But they have to make some efforts for regular availability of their pesitcides and all the

Organics Products because in existing products of Ravi Brand like Chemical, pesitcides, they

first prefer “Ravi” Brand but in case of non-availability they go for another company Product.

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

by Retailer etc.

In pesitcides they are likely to buy “Magma” Brand because it is readly available, “Ravi”

pesitcides is generally not available at every shop-keeper.

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

Limitation of Research:

In every research there are always some limitations, so no research can be perfect. In this

research we also have some limitations.

Which are as following:-

1. Some Dealers who are bulk seller of pesitcides are hesitating to giving the appropriate

data, i.e. Approx Margin they are presently earning, Quantity they are presently

selling etc., Some dealer are not interested to providing the accurate information and

some are not interested to filled up the questionnaires thus we can say that the

collected data in this survey is not 100% perfect.

2. Some Consumers have no criteria to purchase Branded/Un-branded pesitcides, they

are willing to buy pesitcides just due to the reason of requirement of their farmers and

industries purpose. They also aware that due to lack of availability of Branded

pesitcides in Market they have to but from the available Un-branded pesitcides only.

RECOMMENDATIONS

1. The existing channel of distribution is not effective and needs to be reorganized.

Therefore it is proposed that the ‘RAVI’ company should adopt a two point for

distribution approach to cover entire Muzaffarnagar city for the selling the liquid

organics.

2. Firstly it should dispatch organics 3 or 4 selected points of old city in light

commercial vehicles from these points it can then be distributed in the city using

three wheelers and light commercial vehicles etc in additional to the existing

distribution system in the entire Muzaffarnagar city.

3. As findings reveal that consumers of the Muzaffarnagar city prefer high safety

organics. Therefore the company should continue permanently organics, standard

organics and janata organics, organics are being sold by the company, majority of

consumers can not differenciate the types of organics for sold by the company.

4. The complaint redressal system to be the complaints received from the consumers

and retailers then the action should be taken about the retailers and consumers

problems, it is necessary that company must give the feed to retailers and consumers.

5. The commission offered by the company to its retailers, but retailers are not satisfied

to the commission of company so retailers commission should be increase.

6. The demand of retailers is that the organics products of Ravi Company should supply

with poly pack organics supply.

7. Improvements are necessary in organics quality like as smell and taste.

8. Advertisement channel should be selected by the company and pamphlets, sign board

are necessary to advertisement of company.

9. The visit is to be must by the company marketing staff for retailers satisfactions

some complaints can be easily solve by face to face communication.

10. Company has been irregular in organics supply. The most convenient timing for

consumers to buy organics between 6 am to 8 am in the morning and 5pm to 7pm in

the evening. The company must ensure that organics is available in the city before

6am in the morning and before 5pm in evening. Also the organics supply to retailers

should be sufficient so that he does not run out of stock.

11. Consumers of the city still have some misconceptions about organics. Therefore an

educative sales promotion kind of campaign is needed fore increase the sale of Ravi

organics. Marketing personnel have to be suitably trained to follow marketing

approach so that image and services of the company improve.

12. Delivery Schedule should be Properly Maintain, i.e. It’s Indigenous Products Should

be Available at all possible Maximum Retail Stores of the City.

13. Delivery Complaints should be undertaken more quickly.

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

Consumer is Essential.

15. Quality Standard should keep Maintain.

16. Company should make a meeting time to time with dealers and launches different

Gift’s & Incentives Scheme to Promote the Sale of Products.

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

pesitcides & Chemical.

18. Company should start Publicity Campaign for promote and awareness of its

indigenous products to the ultimate consumer.

Finding From Consumer:

80% Consumer Use pesitcides occasionally, 13% rarely & Rest 7% Consumer Uses

pesitcides generally.

84% Consumer use pesitcides for industrial and agriculturel purpose.

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

pesitcides at a time and 28 % Consumer use 02 to 03 kg. pesitcides at a time.

In General Season 45% Consumer use 01 to 02 Kg. pesitcides, 30 % Consumer use 02

to 03 Kg. pesitcides & 25 % Consumer use 03 to 04 Kg. pesitcides at a time.

33 % Consumer buy pesitcides from Whole Sale Shop of pesitcides, 24% Consumer

buy pesitcides from near by shopkeeper, 12% arrange pesitcides from organics man

and Rest 31% from other sources, etc.

91% Consumer are satisfied with the quality of the available Un-branded pesitcides,

because they intimate clearly that they Firstly check the quality attributes (i.e. safety

and security) of the available pesitcides, then they told shopkeeper to pack it, but in the

special season they generally face problems for the good quality of pesitcides due to its

shortage in market, Secondly consumer don’t have any choice (I.e. Branded Product)

then definitely they have to select from the available one only, while they are satisfied

or not, Rest 9% Consumer Clearly intimate that but obvious they are un-satisfied with

the quality of available Un-branded pesitcides but they’ve to buy it only because no

other option is available at present.

In the present market scenario 33% Consumer are buying @76-80/- per kg. pesitcides,

21% Consumer are buying @71-75/- per kg. pesitcides, 15% Consumer are buying

@66-70/- per kg. pesitcides, Rest 31% Generally Procure pesitcides from other sources

, thus they haven’t calculate the costing of Prepared pesitcides.

100% Unbranded pesitcides is available in Market, Branded pesitcides is not available

in Market, thus “Ravi pesitcides“ haven’t any Branded Competitor but they have to

face Challenges with Un-branded pesitcides.

Some Consumer i.e. 7% are also aware that Ravi is Preparing pesitcides, but they think

that it is Prepared only for there Staff Personnel Only.

43% Consumer Prefer to Freshness for Subject of Quality Attributes in Ravi pesitcides,

26% Prefer for safety, 11% Prefer for Good marketing position, 11% and 9% Votes for

Good security Contents & Prefer to all the attributes respectively.

40% Consumer Prefer for Publicity Campaign, 31% Prefer for News-Paper Advt., 23%

for Cable T.V. & Rest 6% Votes for Handbills for Promote the Sale of Ravi pesitcides

& Other Organics Products.

91% Consumer Prefer for ½ Kg. Pack for pesitcides, they think that it may be become

more beneficiary for consumer.

47% Consumer Prefer for Plastic Container Packing & 46% Prefer for Poly Pack &

Rest 7% Prefer to Carton Pack of Ravi pesitcides.

94% Consumer are likely to buy the pesitcides @85-90/- per kg., because they are

ready to pay some higher cost for branded pesitcides, but not so higher from un-

branded.

Finding From pesitcides Whole-seller & Ravi Organics Agents:-

Whole-seller located at, Sadar Bazar-Muzaffarnagar are selling Approx. 800-1000 Kg.

Un-Branded pesitcides per day.

50% Wholeseller sold pesitcides within the price range of Rs.76-80 per Kg., 30%

Wholeseller sold pesitcides between the price range of Rs.71-75 per kg. and 20%

Wholeseller sold pesitcides between the price range of Rs.66-70 per Kg, with taking a

margin of Rs. 110-150 per kg. & are ready to sell “Ravi pesitcides” between the Price

Range of Rs. 85-90 per kg. with-in-built Margin of Rs. 110-150 per kg. as they were

taking in Un-branded pesitcides.

100% Ravi organics agent are ready to sell “Ravi pesitcides” and the approx quantity

is 05-06 Kg. by 51% Agent, 22% agent are ready to sell approx 03-04 kg. per Day,

Rest 10% and 6% are ready to sell approx. 01-02 kg. & 07-10 kg. per day respectively.

82% Whole-seller and Ravi organics agent are likely to sell Ravi pesitcides in 0.5 Kg.

Pack & Rest 18% are in 01 kg. pac.

44% Whole-seller and Ravi organics agent are likely to sell Ravi pesitcides in Plastic

Containner, 42 % Whole-seller and Ravi organics agent are likely to sell Ravi

pesitcides in Poly-Carry Bag & Rest 14% Preffered Carton Pack of Ravi pesitcides.

56% Preffered to promote the “Ravi pesitcides” by Advt. at TV/Cable Advt., 24% by

Publicity Campaign, 14% by News Paper & 6 % by Hand Bills/Pamplets etc.

BIBLIOGRAPHY

Books:

1. Marketing Research (Kotler Philip)

2. Research Methodology (Kothari CR)

3. Sampling & Sampling Distribution (S.P. Gupta)

4. Principle of Mangement (L.M. Prasad)

5. Organisational Effectiveness & Change (Dr. P.C. Tripathi)

Website:

1. www.yahoo.com

2. www.google.com

3. www.raviorganics.com

REFERENCES

1. Kotler, Philip Marketing

New Delhi, Prentice-Hall of India Pvt. Ltd. 2001

2. Kothari, CR, Research Methodology,

New Delhi, Vikas Publishing House Pvt. Ltd. 1995

3. Gupta, S.P. & Gupta M.P., “Sampling and Sampling Distribution”.

New Delhi, Sultan Chand & Sons. 1995

4. Manual’s of Ravi Organics Ltd., Industrial ares, Begrajpur, Muzaffarnagar.

QUESTIONNAIRE

Dear Sir/Madam,

Name:

………………………………………………………………………………………………

Age: ………………………… Sex: Male [ ] Female [ ]

Name and address of the organization:

…………………………………………………………….

…………………………………………………………………………………………………

…………………………………………………………………………………………………

…………

Contact Number:

………………………………………………………………………………….. E-mail

address: ……………………………………………………………………………………..

Qns: .Do you know about Ravi Organics Limited?

Yes No

If yes, What’s your source of information?

1. Advertisement

2. Agent

3. Company

4. Other sources.

Qns: Are you dealing with Ravi Organics Ltd.?

Yes No

If yes, What product are you purchasing from Ravi Organics?

1. 2-4D Acid

2. 2-4D Sodium

3. Butachlore

4. AKD ( Emulsion).

Qns: How do you find the service of Company?

1. Excellient

2. Satisficatory

3. Poor.

Qns: Are you dealing with Ravi Organics Ltd.?

Yes No

If yes, What is your daily demand?

1. 1 K.g.

2. 2 K.g.

3. 5 K.g.

4. 10 K.g.

Qns: From Where are you purchasing?

1. Domestic Market

2. Industry Market

3. International Market

4. International Market

Qns: Are you liking the packing of Ravi Organic Product like 2-4D Acid?

Yes No

If yes, Which type of packing you prefers?

1. 1 K.g.

2. 2 K.g.

3. 5 K.g.

4. 10 K.g.

Qns: Do you Prefers the prices of Ravi Organics?

Yes No

Qns: Do you like to make an agent of Ravi Organics?

Yes No