Вы находитесь на странице: 1из 70

Executive Summary

This research puts an effort to understand the Market analysis of the Dealers
network of Rashtriya Chemicals and Fertilizers Limited.
In this report, the research has first of all given a brief review about Fertilizer
distribution.
Then a review of the findings of some of the researches that has already
been conducted by various researchers.
Then research objectives have been enumerated and a systematic analysis
of supply chain of UREA fertilizer is done. Along with urea other products of
the company have also been analysed.
Then panoramic view regarding the topic is given.
Then research methodology is described i.e., the sample unit, sample size,
sampling region, sampling procedure that used in this report. Probabilistic
sampling technique is implemented and out of the total of eighty-six dealers
of Solapur district the most competitive were analysed, discussing with
senior persons of management and external guide.
Then the data has been analyzed which was collected by a questionnaire.
At last concluded the findings of the survey.
Then finally, few suggestions & recommendations regarding the topic has
been given, and strong interest on establishments of retail outlets of its own
is been considered, which will definitely help increase the product
penetration and customer base of RCF.

Rashtriya Chemicals and Fertilizers:


1

Introduction
Profile of organization
Rashtriya chemicals and fertilizers ltd. is one of the Indias largest producers of fertilizers and
chemicals. Its plant at Thal is the largest producer of fertilizers in Asia. Rashtriya chemicals and
fertilizers have two plants. One is located at Chembur and second plant is located at Thal. Thal
plant is situated around 100 Km away from Mumbai plant. The plants at Mumbai are based on
Natural gas as raw material and the plant at Thal are operating on mixed feed of Natural gas and
Naphtha.
Trombay fertilizer complex a unit of the erstwhile Fertilizer Corporation of India went on stream
on 15th October 1965. It was the significant day in the history of Indian Fertilizer Industry, since
a new complex fertilizer was available to Indian farmers to improve their productivity. Ever
since the Trombay Unit went into production, it has made outstanding contribution to the growth
and development and has carried forward the task of national building vigorously with the spirit
of dedication and determination.
The Rashtriya Chemicals and Fertilizer Ltd. was incorporated on March 6, 1978 on
reorganization of the erstwhile Fertilizer Corporation of India. RCF Ltd. was responsible for
operation of Trombay unit. Implementation of new expansions Projects and marketing of
various fertilizers and industrial chemicals. Since 1965, when The first phase of the plants was
commissioned at Trombay, several diversification and Expansion projects has been successfully
implemented at Trombay, several diversification and Expansion projects had been successfully
implemented at Trombay site and now Rashtriya chemicals and Fertilizers Ltd. (RCF) is one of
the giant fertilizers and chemical companied in Asia, having 20 operating plants at Trombay and
5 large plants at Thal Fertilizer unit. Today, it is the largest producer of fertilizers and chemicals
in the public as well as the private sectors in India. With the setting up of the gas based mega
fertilizer unit at Thal in Raigad district, RASHTRIYA CHEMICALS AND FERTILIZERS Ltd
became the first company to import the latest generation fertilizer technology in India. Major
breakthroughs in Research and Development, advanced systems of Environmental Management,
Computerized Operations, excellence in Manpower Environmental Management, Computerized
2

O[operations, excellence in manpower Management and planned development strategy for


expansion and diversification made RCF a successful, high-profile organization. RCF Ltd has
been accorded Mini Ratna status by the government of India, which empowers it to take
certain vital decisions of corporate governance without the approval of the government. RCF
Ltd Thal unit has got ISO- 9002 for its chemical group of plants in year 1997 and ISI-14001 for
both the units (Mumbai Thal) in year 2001.

Vision of the Company:To be the number one leader in the Fertilizer Industry by the year 2010 and a major
player in global market.

Mission of the Company:The Companys mission is:To produce fertilizers and chemicals efficiently, economically and in environment
friendly manner. To serve the farmers and other customers with quality products along with
support services. To join hands in the growth of National economy.

Objectives of the company:3

RCF as a corporate body and Government of India undertaking is responsible to the people
of India, the Government as owner, Government as Government, Consumers, Employees, the
Society at large and posterity. The company is simultaneously accountable to all these agencies
that have a stake in its successful operation, growth and welfare. Keeping these aspects in view,
RCF has set for itself the following corporate goalsi.

To help increase the national agricultural productivity by providing agricultural inputs and

ii.

services.
To provide the above inputs and services with least consumption of real resources and at least

iii.

cost.
To obtain for its employees as decent at standard of living and as good a quality of life as

iv.

possible. Consistent with the general socio-economic conditions in the country.


To secure as high a return on the rate of investment as possible, keeping in view the requirements

v.

of the other competing objectives.


To promote self-reliance in all activities relation to companys operations including process
know-how, design and engineering, erection, commissioning operations, maintenance of plants

vi.

and marketing of products.


To promote, organize and perform research and development in products, technology,

vii.

engineering, soil science and agronomy in furtherance of various corporate objective.


To improve the environment and minimize to the maximum extent technologically possible, the

viii.

harmful emissions, atmospheric discharges and effluents.


To continuously upgrade the quality of human resources and promote organizational and

ix.

management development.
To co-operate nationally and internationally in exchange of information and services of

x.

personnel.
To have corporate growth at a pace consistent with availability of resources and developmental;

xi.

needs of the economy.


To promote specific social objectives such a development of entrepreneurs, ancillary industries,
special assistance to SC/ST and other backward classes.

THAL FERTILIZER PLANT AT A GLANCE


THAL FERTILIZER UNIT:
The plants at the Thal Fertilizer unit have been designed for Zero level of emission and are one
of the cleanest in the world. A centrally controlled computer system has been installed which
4

monitors the quality of air at three different locations round the clock. A Marine Outfall, 4.4
kilometers long, has been provided to dispose the treated liquid effluents deep into the sea. This
has been done for the first time in the country.
LOCATION; 5 km away from Alibaug, Dist Raigad, Maharashtra State.
ANNUAL PRODUCTION CAPACITY:
Ammonia

9.9 lakh MT per year

Urea

14.85 lakh MT per year

Nitrogen

6.83 lakh MT per year

DMF

500 MT per year

DMAC

5000MT per year

MAP

5000 MT per year

Co

1200 Nm3 per hr.

FA

10,000MT per year

MAIN PLANTS:
Plant

Unit

Capacity/Unit

Ammonia

1,500 tpd per stream

Urea

1,500 tpd per stream

Steam Generation-boiler

275 tph per boiler

Power Generation-T.G. Set

15 MW per stream

Heavy water

55 mty per steam

D.M.F.

2500tpy

D.M.A.C.

5000tpy

M.A.

5000tpy

Formic acid

10000tpy

OFF-SITES:
5

Product handling & bagging system of 6000 tpd.


Two silos for urea storage of 90000 MT capacities.
Two ammonia storage tanks of 25000 MT capacities.
Water treatment plant.
Effluent treatment & disposal system.
Pollution monitoring &control facilities.
Ammonia dispatch facility.
Agricultural research centre.
Industrial chemicals dispatch facilities.

INFRASTRUCTURE:

Workshops

laboratories

Townships

railway siding

Water supply line

gas supply line

Power supply line

UTILITES REQUIREMENTS:

Gas requirement

3.15 Million Nm/day from GAIL

Power requirement

25 MW from MSEB

Water

56000 m/day from MIDC

EMPLOYMENT: 1800
LAND REQUIREMENT:

For plants

820 acres

For townships

300 acres

For railway siding

INVESTMENT:

250 acres

Rs. 1204 Crores

PROJECT COMPLETION / ZERO DATE 15-01-1981


FIRST PRODUCTION OF UREA - Oct 1984
COMMERCIAL PRODUCTION March 1985

SWOT ANALYSIS.
STRENGHTS:
Core industry:

The fertilizer being a key input for agriculture production plays a significant role in the economic
activity of the country. Owing to the importance gives to the Agriculture sector and there by
fertilizers, by the planning commission the investment in fertilizers industry has continuously
increased. In 1950 the financial outlay of this industry was around Rs. 11 Crores. And is
presently estimated to be around Rs. 14213 Crores (2007-08)
Marketing in India:
Location Advantage:
Rashtriya chemical & Fertilizers Ltd is situated on western coast of India. Its location gives any
advantage with respect to logistical support of availability of raw material Viz. associated gas,
uninterrupted power and other infrastructural facilities like port, rail and road network.
Product Line:
Promotion of N P & K either jointly or separately for different crops and soil. The complex
fertilizers like Suphala are generally used for basal dose (dressing). So nutrients are available to
plants for longer duration. Prilled /granulated form ensure equal distribution of nutrients to
plants. So product is widely accepted in market.
1. Agronomical promotion is an effective tool for marketing of RCF S product. So it must be
necessary to give the latest technology & agricultural practices to the farmer. RCF is the first
company to have set up its own farmers training institute of Nagpur, which gives training to the
formers & dealers also.
2. RCFs marketing effect is not only confined to promote its products but also increase the living
standards of forming community, by integrated rural development programs through promotional
means. This helps in fulfilling the social obligations of upliftment of the farming community.
3. RCF produce three grades of chemical fertilizers namely Ujwala Urea, Sufala15:15:15 &
Suphala 20:20:0. It is proved that this product line is not only balanced but also useful for wide
range of crops cultivated in India. The product range enables the farmers to meet the
requirement.

4. RCF has got 5 static & 4mobile soil testing laboratories, with a capacity of analyzing over 67500
oil samples/ annum through vehicle sail samples are being analyzed free of cost & accordingly
the recommendations for proper fertilizer applications are made. This helps the farmers in
getting, highest yield & at same time keeping the sale facility intact.

DISTRIBUTION:
Dealers network:
Presently RCF is distributing its fertilizers through the network of private, co-operative. Apex
institution like MARKFED, Agro industry corporations etc. Our network of dealers covers the
entire span of the RCFs market. Training if given to dealers to latest development in the
fertilizer industry & also upgrade their skill of marketing the company products effectively RCF
row strongest network having 6400 dealers /distributors.
Manpower:
RCFs strength lies in its trained & experienced manpower, which, over the years, developed the
potential market for our products. RCF has a team of highly qualified & competent fertilizer
promotional officials who guides to the farmers or dealers in the area of agronomical promotion.

WEAKNESSES:
High dependence on agro climatic condition:

The fertilizer consumption is influence by many factors like rainfall, irrigation facility, etc. of
these; rainfall is one of the major factors affecting the fertilizer demand
Nature of product:
Fertilizer production is continuous throughout the year but consumption is restricted to only a
few months in the year. Being Hydroscopic in nature, deterioration of product quality is quicker
leading to losses in storage.
Intervention from state govt. in fixing the prices of complex fertilizers:
Govt. of India has decontrolled the prices of complex fertilizer so the prices are fluctuating very
frequently. The prices thus are being indirectly controlled by the state govt. in their efforts, to
keep prices at lower level tend to over look actual cost of production of complexes which are on
higher side. Hence profitability affected adversely.

OPPORTUNITIES:
Opportunities are sky high for an organization of this size, and reach and inherent strength? The
Company has survived many turbulent periods and has remained above water. Expansion of
10

production capacity at Thal, Joint Venture Projects for DAP at Udaipur, new product mix and
value addition to the products at Trombay, Intensification of Trading operations through imports
and tie up arrangements, increasing the product range to include new Complementary products
would give enormous opportunities. Progressive Management, trained and talented manpower
could implement any project successfully. New gas found by RIL and decontrol of Urea would
give new Strength to the organization. To increase the market share, the company present
production capacities can be enhanced by way it expansion, diversification, retrofitting &
entering in to jointed ventures.

THREATS:
Feedstock & row material:
For manufacture of chemical fertilizers associated gas is use both as feedstock & fuel. The
uncertainty in continuous supply of this crucial input may force the company to in for alternative
feed stock such as naphtha, fuel or coal, which are costlier input.
Uncertain Govt. policy:
The effects occur of liberalization & opening of the economy & effect of Govt. policies on
domestic market.

OBJECTIVE OF THE STUDY


The objective of the present studies is as follows:
11

To study, collect and observe the common factors affecting the supply chain
system of R.C.F Ltd, Thal.
To ascertain the role of product dispatch system in marketing, find out the
cost incurred on transportation and inventory and analyse packing and
physical distribution.
Also to study about the network of dealers and sub-dealers and retailers with
the farmers.
To find out the fertilizers that are used more and with which grades and
which industries.
To provide the detail information about the RCF fertilizers to the farmers.

RESEARCH METHODOLOGY

12

The Brainstorming sessions of senior management faculty helped to study the following case
study of supply chain of RCF ltd.
Population/Universe- 86 dealers of Solapur district. Sampling Unit-20 dealers.
1. TOOLS USED FOR DATA COLLECTION AND RESEARCH: In data collection includes types of data, source of data, system of presentation and analysis of
data etc.
Types of data:
Maximum try is made obtain primary data, in case of secondary data; its degree of trueness is
thoroughly studied.
1) Primary data: Primary data collecting particularly is surveys and descriptive research important ones is

Observation method.

Discussion with experts and responsible persons / authority.

Through schedule.

Through questionnaire.

Interview with different class of people.

People discussion with proper peoples.

2) Secondary data: Secondary data means data that are all ready available.

Books, magazines & newspaper.

Various publication of the control, state o local government.

Technical and trade journals.

Company booklets & leaflets.

Internal policies like government policies etc

ANALYSIS OF SUPPLY CHAIN OF RCF.


13

1. INTRODUCTION
2. ORDER PROCESSING
3. DISPATCH PROCEDURE.

1. INTRODUCTION
Physical distribution is the process of delivering the product to the marketing Channels &
communication. It encompasses the various activities involved in the physical flow of the
product from producer to consumers.
Component functions of physical distribution are
Transportation
Warehousing
Inventory management.
RCF fertilizers have a good demand in Indian market RCF fertilizers are sold in 16 State of India
except Kerala, Kashmir and Himachal Pradesh. The Organization structure is a territory type in
while India divides in North, South, Central and West Zone. Sanitarily each state is also dividing
into main of more than two districts.
Only for Maharashtra:
MAHARASHTRA
Area Office
------------------------------------------------------------------------
Konkan, Kolhapur, A. Nagar, Nagpur, Aurangabad, Akola,
------------------------------------------------------
Satara, Sangali,Solapur,Pune

2. ORDER PROCESSING
14

Generally RCF has district office is each district. RCF has appointed sales managers for this
district who works in Talukas. They contact to each authorized dealers. The dealer gives them
order according to requirement. If there is scarcity of material advance of payment is taken and
order is given to the RCF Thal or Bombay unit. If material is available in warehouse which avoid
delay. If you want the material urgently in one-month credit is given but with interest will be
charged on amount of material bill.
Order Processing
Suppliers

Transporters
Warehouses

Manufactures

Transporters
areouses

Dealers

Transporters

Customers

3. DISPATCH PROCEDURE15

Supply and distribution department of fertilizer of marking division organizes the distribution
and supply of fertilizer.
Procedure of dispatch through rail.
Following chart described the procedure followed for the dispatching material through rail. It
also enlists various department and respect created by marketing system for dispatch and
accounting

Procedure for dispatch through road


16

Following chare describe the procedure for dispatch followed for material through road. It also
insists various documents and report created by marketing system for dispatch and account.

17

4. USERS OF SYSTEM
1. Supply and distribution department: - Supply and distribution looks the distribution for the
finished product. This department is overcome concerns with receiving orders of the customers
generating. Indent generating. Generating challans for road dispatch and generating forwarding
notes for the rail dispatch
2. Railway commercial department: - After receiving the forwarding notes from the supply
and distribution department, they filled by railway peoples this data is used to prepare rail
receipts, rake report, cash book.
3. Transport and clearance department: - Transport and clearance department receives
forwarding note from railway peoples. Then they prepare loading advice. Loading wagon us
supervised by T &Cs supervisors.
4. Finance (Marketing):- This department looks after the payment of freight to Transporter as
an advance final payment also if any miscellaneous deduction or additions are there they
adjusted in the freight of the transporter.

MANUFACTURING FACILITIES
RCF has two complexes, one at Trombay, Mumbai and the other at Thal, Raigad District, and
Maharashtra and the Company produces several products as indicated in annexure-A
Quality of product
The quality of the products manufactured and marketed by RCF are of highest quality adhering
to BIS/ international standard. The quality of fertilizers produced is also in conformity with
Fertilizer Control Order (FCO). It is the promise of RCF to its customers that no compromise
shall be made in the quality or services rendered by the Company.

18

Marketing Division
The company has its Marketing Head Quarters at Mumbai. A whole time Director heads the
entire marketing operations of the Company, assisted by Executive Director, General Managers
and other senior officers. The Marketing set up consists of Regional offices as detailed in
Annexure B. The products are distributed through a wide dealership network through road and
rail despatches.
Marketing Divisions Objectives
The Companys marketing objectives flow from its corporate mission and include:

Consolidation of Companys position by a greater focus on consumers requirements


through offering an ideal product mix to satisfy all their needs and to ensure Companys
profitability.

To increase the total sales volume and market share particularly in the primary marketing
zone of the Company.

To provide extension and education services to the farmers to improve their agricultural
productivity.

To provide a wide range of agricultural inputs under one roof.

To tap the market potential available through trading operations. The Company assures its
ultimate customers that it would undertake :

Availability of wide range of quality Chemicals and Fertilizers Products including


micronutrients, bio- fertilizers etc both from indigenous and imported sources.

Timely availability of the product.

To provide the products at competitive rates.

To educate farmers and conduct such training programmes as may be necessary in respect
of usage of fertilizers and render advice to farmers, at its two Training Institutes at Thal
and Nagpur Involving experienced agricultural scientists and experts.

19

To conduct free soil testing services in any of its six static soil testing laboratories or five
mobile testing laboratories.

To conduct Dealers training programmes.

Other Services Offered


RCF also undertakes Project Management and renders O&M services to its clients in
Fertilizer/Chemicals Industry with the following services:
Project Management Contracts
RCF offer Turn-key projects which involve total management, which services includes
preparation of: project report, budgetary offer detailed engineering, know-how, licence tie-up
along with performance guarantee, civil and mechanical erection with instrumentation including
procurement of equipment , Commissioning , guarantee trial runs and successful operation
thereafter if desired.
Joint Ventures
In fertilizers, industrial chemicals and petrochemicals area. Feasibility Studies: Study of market
demand local as well as global, techno-economic feasibility report, profitability, returns on
investments, etc are done. Plant Services-consultancy assignments on plant startup, operation
and maintenance schedule for existing or new plants. Optimisation of the process, plant
machinery and process capability study also done to identify bottle necks for smooth economical
operation.
Product Prices
Urea is a controlled product and the price is fixed by the Government from time to time. The
price fixed by the Government is exclusive of all charges Taxes and other applicable local duties
which are collected at actual. Complex fertilizers such as Suphala 20:20:0 and 15:15:15 are also
sold at agreed price based on ad-hoc subsidy fixed by the Government. Industrial chemicals sold
to industries/dealers are based on the price prevailing in the market and are fixed by an internal
Committee of the Company to ensure that quality products are made available at reasonable and
20

Competitive prices The Company shall ensure that the customers are charged of price as per the
rates fixed by the Government and/or as per the Committees approval.
Social Responsibilities and Environment Control
RCF has a high level of social consciousness and, in particular to the environment Pollution
Control. The Company has set up facilities to ensure that emission standards of various gases
that emanate from its units are below the emissions standards fixed by Maharashtra Pollution
Control Board
Grievance Redressed
The Company has a good Grievance address and redressed system. Any citizens having
complaints in respect of the production or services rendered may approach the Company through
complaints/suggestion Boxes placed at convenient locations in the Area offices/Administration
buildings at Trombay and Thal. Any Aggrieved customer / Dealer or other Citizens can approach
the Company for any failure of the quality / price charged / conduct of its officers and employees
to

the

addresses

mentioned

and

will

be

dealt

as

under:

Any aggrieved citizen can approach the Company and address their Grievances to the special
officer of the Company of the rank of at least General Manager who will act as -Co-coordinating
officer for redressed. It is our assurance that the Nodal officer will immediately take up the issue
with the concerned department and appropriate action will be taken within 7 days from the date
of receipt of the complaint or an appropriate reply is sent within 7 days as the case may warrant.
Whilst it would be our sincere endeavor to ensure that the citizens will have no grievance against
the Company, considering the complexities of modern day business, we envisage a few
complaints occasionally in respect of:
Quality of material/packing.

Timely availability of material.

Availability of information pertaining to latest developments in agriculture, methods to


increase yield, etc.

Timely settlement of bills.


21

Timely communication on arrival/dispatch of material.

The list of names and address of Senior Management Personnel is enclosed as Annexure C who
would be approachable if need arises.
Systems for getting feedback from clients/citizens
1. In respect of Marketing of products

RCF is committed to continuously improve its performance. In this connection Personal contact
programmes with the customers are given lot of importance. Each of these events is taken as an
opportunity to obtain feedback about the Companys services and to assess the means to improve
upon them Some of the contact programmes organised are farmers/dealers meetings, visits ,
Kristi Meals, training programmes etc. The training programmes being organised at Thal and
Nagpur farmers training institutes is used for communication with the farmers and also for
getting feedback from the farmers. Regular visits of farmers /dealers are organised to the
Companys factories, agricultural universities and to the agricultural research stations. Farmers
and Dealers are given opportunities to interact with the officials of bagging/production
department and any suggestion on the issues regarding product/bag/stitching quality is given due
consideration. Prompt action is being taken on the issues raised by them in such events at the
earliest to satisfy them fully. In house publication like Sheti Patrika for circulation among
farmers that gives the information on various topics related to agriculture and fertilizers, Field
representatives personnels contact with farmers and dealers through personal visits also are
used as opportunities.
2. In respect of Services rendered
After completion of project RCF sends questionnaire to the clients to know their plant problems
and the performance of the project. RCF obtain certificate from the client. After closing of the
project RCF service engineers visit the clients regularly to know their difficulties.
Both the Units of RCF are accredited with ISO-14001 Certification for the environmental
systems while Thal Industrial Products are accredited with ISO 9002 certification for quality
control. Thal and Trombay Units have also received OSHAS-18001 Certification.
RCF has constantly striven to maintain the environment in its vicinity. Several projects, notable
among them being the Chembur Green project at Trombay and forestation of Thal have been
highly successful. RCF has invested substantially in pollution abatement schemes at Trombay
22

and Thal through technology upgradation. RCF has won several awards for pollution control and
clean technology. Notable awards being the Indira Gandhi Memorial award for Pollution Control
and the Rajiv Gandhi Award for Clean Technology awarded to Thal.
RCF has been an MOU signing Company since 1988-89. The Company was rated EXCELLENT
for the years 1989-90, 1997-98, 1998-99, 1999-2000, 2000-01, 2002-03 and 2003-04 and VERY
GOOD for the remaining years. The Company also received MERIT CERTIFICATE for
excellence in the Achievement of MOU targets for the year 1998-99, 1999-2000, 2000-01 and
2002-03

PRODUCT ANALYSIS
Rashtriya Chemicals and Fertilizers Limited is quite well-known for producing basic
chemicals like

Methanol

Sodium Nitrate

Ammonium bicarbonate

Methylamines

Dimethyl Formamide

Dimethylacetamide
The main fertilizer products manufactured by Rashtriya Chemicals and Fertilizers
Limited include the following -

Ujjwala

Suphala

Sujala

Microla

Biola

23

Bentonite Sulpher

UJJWALA:-

RCFs Ujwala urea is a chemical fertilizer produced in white round pril form containing 46%
Nitrogen. It is 100% water soluble and is suitable for any type of soil or crop.
It can be applied through sowing, broadcasting or spraying. Ujwala urea should be applied to
different crops in two to three split doses. Ujwala urea is packed in 50 kg white coloured bag
which is available with the authorized dealers of the RCF Throughout the country.Percentage of
bi-urea in Ujwala urea is very less hence it can be sprayed on the crops.

Specifications:
Nitrogen

: 46% min by wt

Moisture

: 1% max by wt

Bi-urea

: 1% max by wt

Size

: 1 mm to 2.8mm. 90% min

below 1 mm 5% max.
Above 2.8 mm 5% max.
ANALYSIS:
Hygroscopic nature of urea forms lumps, due to plant location.

24

Government subsidies should be flexible to compensate the raw material cost transportation
costs.
SUPHALA 15:15:15:RCF produces two grades of complex fertilizers at its

Trombay unit. They are commonly

known as Suphala, which has almost become a generic name for NP/NPK complexes in the
farming households of the country.

Suphala 15:15:15(also called S15) is a unique complex, granular, natural colour fertilizer
The major plant nutrients, Nitrogen, Phosphorus & Potash are present in equal proportion(15%
each). Homogeneous granules keep the nutrients in exact proportion and assure even availability
to the individual plants. The absorption of each nutrient is enhanced by the presence of other
nutrients.
The granules are spherical, uniform (2 to 4 mm size) and free flowing, which facilitate
their uniform application to the soil. S15 can be easily applied by seed drill. Due to their density,
the granules are not blown away by wind or mechanically washed out by irrigation water
On application of Suphala 15:15:15 the readily available forms of nutrients like nitrate
nitrogen; water soluble phosphate and potash are immediately available to the crops. This helps
in establishing strong roots and promotes desired growth of the crops in the early stages. The
other forms of nutrients like ammonical nitrogen, citrate-soluble phosphate and temporarily held
potash in Suphala keep the nutrients available to the soils for a longer period. These nutrients are
released gradually which assures high nutrient status in the soil for a longer period and thereby
ensures healthy and luxuriant growth of the crops.
Suphala 15:15:15 also contains secondary plant nutrients like Calcium, Magnesium and
Sulphur which are helpful for the improvement of the soil and also facilitate efficient uptake of
25

other nutrients by the plants. This product has found wide acceptance in cultivation of cash crops
like sugarcane, cotton, jute, as well as fruit crops. It is extremely effective in improving the yield
of plantation crops like tea and coffee. Suphala 15:15:15 is packed in 50 kg golden yellow
coloured bag which is available with the authorized dealers of the RCF throughout the country.
Field trials on various crops in varied climatic conditions and different types of soil have proved
the usefulness of this product in short and long duration crops.
ANALYSIS: It is concentrated fertilizer containing the plant nutrients in chemical combinations
which

reduces

the

cost

of

application,

transportation,

handling

and

storage.

Suphala leaves a residual effect in the soil which is beneficial to all crops.
Technical Specifications:Colour : Natural
Form : Granular.
Bulk density: 1100 gms/Litre.
Solubility: 730 gms/Litre.
Total Nitrogen by weight: 15%.
a)Ammonical Nitrogen: 8%
b)Nitrate Nitrogen:7%
Total Phosphorous (P2O5) by weight 15%
a) Water soluble P2O5: 4.5 %.
b)Citrate soluble P2O5: 10.5%
Total Potash(K20)by weight. 15%.
Moisture: 1%
Micro-nutrients:
a) Sulphate as SO4:2.5%.
b)MgO : 150ppm. c) Iron as Fe: 0.20% by weight.

26

Production Process of Suphala 15:15:15:The process technology is based on three reactor system designed by KEMIRA O.Y. Finland to
produce Suphala 15:15:15 grade with four modified spherodizers (Granular cum drier). RCF has
a capacity to produce 4 Laky MT of S-15 per Annum.
Suphala 15:15:15 is manufactured by chemically treating rock phosphate with Nitric acid and
also with Ammonia and Potassium Chloride.
View of S-15:15:15 Plants

Rashtriya Chemicals & Fertilizers Ltd manufactures 100% water soluble fertilizers containing all
the three major plant nutrients i.e. Nitrogen, Phosphorus and Potash for crops grown in green
houses as well as other field crops. Sujala is available in two forms Foliar grade and drip grade.
1) Foliar, suitable for spraying and
2) Drip grade which is suitable for application through drip irrigation system.

27

Use of Sujala either through drip or foliar prevents deterioration of soil texture as soil
complexion and mechanical damage to the crop is eliminated. The major features of Sujala foliar
and drip grades are as follows.
SUJALA 19:19:19 DRIP:-

Sajama reaches directly at the root zone along with required water through drip.
As Sujala is salt free, the drip system does not get clogged thus enhancing life of the
micro irrigation system

Sujala has a long shelf life and can be stored and used as and when required.
*Proportion of air, moisture and nutrients through Sujala are effectively maintained at the
root zone resulting into quality and bumper yield.

Features:
i.
ii.
iii.
iv.
v.
vi.
vii.
viii.

Total Nitrogen 100% soluble in water.


Amide Nitrogen 10.5%.
Ammonical Nitrogen 4.5%.
Nitrate Nitrogen 4.0%.
Total Phosphorus 100% soluble in water.
Total Potassium 100% soluble in water.
Free from harmful Sodium and Chlorine.
Nutrients are totally absorbed due to salt free features.
Over a period of years, we have been cultivating different crops in the field which has
resulted in the depletion of essential micro-nutrients in the soil. This has in turn affected the
productivity of the soil. This fact has also been validated in the soil analysis reports drawn over a
period of time indicating that the micronutrients in the soils are on the decline, resulting in
lowering the quality and yields of the crops.
28

CFs R&D (Agri-Division) has come out with a unique liquid micronutrient fertilizer suitable for
variety of crops. This product helps to retain and achieve the quality of the produce and also
ensures bumper yields. The composition of Microloan varies in different states due to the
requirement of various micronutrients in the particular soil of the state.
MICROLA:Healthy & disease free balanced growth, quality yield. Enhances the efficiency of major
plant nutrients like Nitrogen, Phosphorous & Potash. Increases the disease resistance in the
crops. Improves the quality, size, colour and taste of the Seed grain, flowers, leaves and fruits.
Increases the yield of cereals, oilseeds, pulses, fruit trees, vegetables flowers, cash crops like Tea,
Coffee, Sugarcane and cotton etc.

Methods of Application of Microloan

Sr.No. Crops

Stages for Foliar Application of Concentration

No of Sprays

Microloan

ml/litres of water

per acre

2.5

2.5

2.5

a) First spray after 30 days of


1

Cereal crops

sowing.
b) Second spray after 60 day.
a) First spray after 45 days.

All Oil seed crops


b) Second spray after 75 days.
a) On emergence of blossom.

All fruit trees


b) During fruit set.

29

All fruit vegetable


crops

flowering

crops

Spray after 30 days of sowing. 2.5

green houses

2.5

---

2.5

---

2.5

---

2.5

12

---

a) On emergence of buds.
b) After each picking.

Vegetable crops in
green house

Ornamental

a) On emergence of buds.
b) After each picking.

Flowering crops in

plants

2.5
b) During fruit set.

Leafy vegetables

Outdoor

a) On emergence of blossom.

a) On emergence of buds.
b) After each picking.

foliage

Once in month

a) On emergence of blossom.
10

Coffee
b) During fruit set.

11

Tea

12

Sugarcane

Recommended

if

soils

deficient in micronutrients.

are

a) First spray after 60 day of 5


planting.

30

b) Second spray after 120 days.

BIOLA:-

This multifaceted bio-fertilizer solubilises the fixed phosphorus in the soil and makes it available
to the crops. Bacteria multiply very fast in the soil and this helps to improve the texture and
structure of the soil. This also helps to enhance the growth of the crops and also induces
resistance against various pests and diseases.
Important features/characteristics of Biola:1. Biola facilitates easy and early seed germination.
2. The bacteria from Biola releases organic acids in the soil which helps to decrease the pH of
soil and also help to dissolve the fixed Phosphorous and make it available to the crops.

the

3. Biola initiates early and easy root development and also increases the efficiency of the roots.
4. Biola application improves the soil status and thus increases crop yield.
5. Biola application also helps to save money required for buying expensive Phosphate fertilizers.

RCF shall be introducing Azatobacter and Rhizobium culture Bio Fertilizers in near future.

ANALYSIS:

Biola should be used before expiry date.

31

Seed treatments with pesticides may be done before applying Biola.

Biola should be stored in a cool, dry and shady area so as to keep it away from radiation.

Biola should not be mixed with pesticides & chemical fertilizers while application.

It should be used completely once packing is opened so as to retain the bacterial count in
Biola.

Method of application of BIOLA for different crops

Sr.No Crops

Method of Application

All cereals, pulses &


Oilseeds

Vegetable

Concentration

Treat the seeds with Biola and


keep it for drying in shade before
sowing.

crops

flowering plants.

&

Sets of Sugarcane

earth ball in Biola solution for water may be taken for dipping
five minutes before transplanting. the roots.

solution for 20 minutes & keep it


for

drying

in

shade

before

planting.

Land Preparation

water & treat 10kg Seeds.

Dip the roots of the saplings with One kg Biola in 10 litres of

Dip the sets of sugarcane in Biola


3

Take 250gms of Biola; mix with

Use half dose of compost while


land preparation.

Take 5 kg Biola in 50 litres of


water for making a standard
solution.

One kg Biola should be mixed


in one cartload of compost or
Farm yard manure.

Application of Biola in Earthing up is done after applying 10kg Biola may be mixed with
32

sugarcane

while

earthing up.

Apply
6

Fruit grafts/saplings.

500kg compost or Farm yard

Biola at the root zone.

Biola

mixed

manure.

with

compost at the base of the fruit


grafts/saplings by ring method.

100gms of Biola mixed with


5kg compost or Farm yard
manure after first shower of
monsoon.

ANALYSIS OF COMPANYS SOCIAL RESPONSIBILITY


FARMERS TRAINING CENTRE

33

The adoption of Agricultural technology for increasing crop yield and land productivity is greatly
facilitated

by

training

and

adequate

dissemination

of

knowledge.

RCF sought to bridge the gap between Research Scientist and the farmer by by setting up
dedicated training facilities at Nagpur and Thal. The programmes are designed to cover both
general aspects as well as region specific aspects of farming technology. In addition, means of
supplementing farm income through subsidiary occupation as well as the upcoming technologies
of food processing are also discussed. These institutes are equipped with the latest audio-visual
aids, classrooms and also hostels providing residential accommodation to the farmers.
Special programmes for farm women have been designed to enable them to contribute equally
towards Agricultural productivity. Special focus is given to farmers from SC/ST categories.
Locations:

34

Farmers Training Centre Thal: Was established in 1998 in the premises of RCFs agricultural
research centre near Alibaug, Raigad district, Maharashtra. Its proximity to RCFs Thal factory
enables farmers to visit the plant and interact with top officers of the Company. The participants
can also see the various trials conducted in the research farm. The Farmers Training Centre is
also very close to the private floriculture farms, state government and forest nurseries.
Institutional Facilities

Well furnished farmers hostel with all amenities which can accommodate up to 50
numbers of farmers at both Nagpur and Thal.

Exhibition hall with a small library and group discussion hall.

Modern auditorium.

Well equipped soil testing laboratory at Nagpur institute.

Criteria for selection of participants:


There is a laid down selection process which looks at enthusiastic individuals with
progressive leadership qualities. They should be able to read and write the local languages. After
training, they are expected to act as opinion leaders in their villages and share the knowledge to
fellow farmers. Training courses: To provide effective training to the participating farmers, case
studies based on geographical situations, cropping pattern, economical and social background of
the participants are discussed in detail in consultation with regional agricultural universities.
Visits:
For effective class room training programmes, participants visit nearby agricultural research
stations, agricultural institutes, and subsidiary occupation centres etc.
Training faculty:
The faculty members conducting training course are mainly drawn from agricultural universities,
experts from other agro-based industries, rural banks, and state agricultural departments.
Number of training programmes conducted for last five years

35

Sr. No Name of Institute

Solapur
Alibaug

&

2005-06 2006-07 2007-08 2008-09 2009-10

Thal,

34

35

41

41

39

No.

of

Farmers

Benefited

7460

Soil Testing:
Soil testing helps diagnose soil health and evolve soil specific and crop specific solutions. It
helps to identify problematic soils, their nutritional status, texture and structure. Based on the
analysis, farmers are advised on soil fertility management through rational use of manure,
fertilizers and amendments to make agriculture more productive and sustainable.
36

Soil testing becomes indispensable to assure national food security, nutritional security,
maintenance of soil health, enhancement of soil fertility and to leave a good heritage for the
future generations.
Recognizing this paramount need, RCF has established six static soil testing laboratories since
1967 and three mobile testing vans. Soil testing reports (or Soil Health Cards) are mailed
directly to farmers after analysis. This enables farmers to make informed decisions about soil
health management and maintenance depending on the crop to be sown.
This service is rendered free of cost to farmers.
Soil testing reports (or Soil Health Cards) are mailed directly to farmers after analysis. This
enables farmers to make informed decisions about soil health management and maintenance
depending on the crop to be sown.
Mobile Soil Testing Van:
RCF also has three mobile soil testing labs which visit different places during both the seasons
i.e. Kharif and Rabi for collection of soil samples and analyze them on the spot. The technical
staffs prepares the complete report stating the details of fertilizer application based on the soil
analysis report and make farmers understand the soil analysis report so that they apply fertilizers
as per requirement.
Collection of soil samples is a critical activity and thus farmers, extension and
development workers and others are trained in this activity through RCFs Training Institutes and
during farmers meeting. Since last 40 years, RCF has analyzed more than 50 Lakhs soil samples.
Farmer training institutes: At Nagpur and Thal regularly conduct residential programmes on soil
sample collection. This includes field visits and laboratory visits to see how the analysis takes
place. Farmers' meetings: Are also used to trained farmers in soil sample collection and
interpretation of results. Similar training is also imparted to NSS students from various colleges
of Maharashtra. Educating farmers in the appropriate manner of sample collection and
interpreting the analysis reports goes a long way in empowering them and also enables
dissemination of accurate technical information. Field days/Fertilizer days/Soil testing days: Are
37

normally organized on the fields of the farmers where demonstrations are conducted on fertilizer
applications. Subjects includes soil testing, balanced use of fertilizers, importance of RCF
products and its benefits and methods of application, crop protection etc. Normally 50-70
farmers attend this kind of agricultural programs. Agricultural officers, scientists, government
officers from village panchayat, panchayat

samiti, Zilla parishad, Agriculture department,

Agricultural universities participate and guide the farmers gathered in the programme. Crop and
product literature is distributed to the farmers for reference while carrying out different
operations in the field. During last five years more than 1500 such programmes have been
conducted in various states.
Farmers' meetings:
Soil sample collection and interpretation of results is the subject of many farmer meetings held in
different villages of the country. Educating farmers in the appropriate manner of sample
collection and interpreting the analysis reports goes a long way in empowering them and also
enables dissemination of accurate technical information up to the grass root level.
Wide publicity to this kind of programmes is given through radio, newspapers and television.
Field days/Fertilizer days/Soil testing days:

These are normally organized on the fields of the farmers where demonstrations are conducted
and during soil sample collection or fertilizer application. Subjects related to agriculture such as
soil testing, balanced use of fertilizers, importance of RCF products and its benefits and methods
of application, crop protection etc are discussed followed by question-answer session. Normally
50-70 farmers attend this kind of agricultural programs. Agricultural officers, scientists,
government officers from village panchayat, panchayat samiti, Zillah parishad, Agriculture
department, and Agricultural universities participate and guide the farmers gathered in the
programme. Printing of invitation card prior to the programme is done and distributed in the
village and surrounding villages. Arrangement of refreshment is made for participating farmers,
banners, exhibition stalls are displayed at the venue. Crop and product literature is distributed to
the farmers for reference while carrying out different operations in the field.

38

Micro Nutrient Analysis

In addition to the basic soil testing, micronutrient analysis is also becoming increasingly
important, especially since many soils in India are found to be deficient in one or more of the
micronutrients. Availability of micronutrients in the right proportion in the soil ensures higher
productivity of farming. RCFs Trombay laboratory is engaged in the analysis of micronutrients.
This analysis is charged a nominal and concessional rate of Rs. 80/- per sample.
Dealers training programmes:

In addition to sharing knowledge with the farmers, the actual consumers of fertilizers, RCF also
seeks to impart training to its dealer network.
RCF recognizes that the dealer is a very important part of the knowledge chain and it is the
dealer to whom the farmer looks at for any advice on agriculture related problems.
RCFs dealer network is widespread and local level training programmes about the various
products of the Company, their appropriate use in conjunction with the other agro-inputs are
regularly organized. The programmes also cover government policies, requirements for dealers
under various legislations etc. These training programmes act as forums to inform the dealer
about future products and marketing alliances of the Company.
Earn while you learn
As a part of our social commitment RCF has designed a unique scheme called Earn while you learn.
This allows the students to get an insight into working in organizations and a feel of corporate culture.

Under this scheme, students from B.Sc. (Agri) courses are selected to undertake various
promotional activities as part of their vocational training. Appropriate stipend is paid to them
which help them in supplement the family income to some extent.
The crop and fertilizer product demonstrations were organized on various crops like onion,
wheat, vegetable crops and some flowering crops in the Nasik district. Eight blocks of Nasik
district were covered while implementing this scheme with the help of agricultural students.

39

Complete know-how about the advanced practices recommended by the agricultural universities
was provided to the farmers growing different crops in their fields.
Farm Field Schools:

The department of Agriculture has started implementing Farm Field Schools in Maharashtra by
involving groups of 30 farmers with a group leader called Sanchalak who monitor the
agricultural activities being carried out in the farm field schools.
RCF has participated in 15 Farm Field Schools in Jalna district. Cotton is main cash crop of the
farmers in Vidarbha and Marathwada region and American ball worm is a major pest which
damages the Cotton crop extensively and hence, the Integrated Pests Management in Cotton was
a subject matter chosen for implementing the captioned concept. The demonstration of Sujala
was organized in all the 15 farm field schools. Around 450 farmers were benefited from this
scheme.
Rural Sports:

Rural sports are organized at village/block level jointly with the educational institutes and
different sport organizations. This intends to encourage children from rural backgrounds to
participate in sports which will ultimately lead to a healthy and prosperous society. More than
200 such events have been held during last five years.
Veterinary Camps:

These are organized with the help of animal husbandry department of the state particularly in
areas where appropriate veterinary facilities is not available for livestock of farmers. Free
medicines are distributed and complete health check-up of animals are conducted. During last
five years more than 250 such camps has been organized.
Medical Camps:

The Company also organizes medical camps in backward/tribal area of the state where adequate
medical facilities are not available. These camps are organized with the help of state
governments health department, Voluntary organizations, NGOs, Lions and Rotary clubs etc.
40

Medicines are distributed free of cost. During last five years more than 75 such camps have been
held.
Rain Water Harvesting:

Small and marginal farmers depending on rain water are the worst hit. RCF promoted the
concept of Vanrai Bandhara and well recharging and launched a huge drive to disseminate this
information to farmers. In addition, used empty bags of fertilizer required to construct the Vanrai
Bandhara are supplied free of cost to villages through different government agencies.
Distribution of Mini kits:

During the Krishi melas in backward and very low fertilizer consuming areas in primary
markets, RCFs products in small packing are distributed to the participating farmers for
encouraging them to use right types of fertilizers. During last five years 70 numbers of such
programmes have been organized.
Training to students:

Similar training is also imparted to NSS students from various colleges of Maharashtra.

DEALERS OF RCF IN SOLAPUR DISTRICT


While allotting Dealership to any person or agency or co-operative society, RCF considers
several factors like:
1. Background of applicant

41

2. Credibility
3. Experience (minimum 2-3 years)
4. Dealership license
5. Bank statement
6. Requirement of the area
7. Storage and warehousing capacity.
There are 86 dealers in Solapur District and the dealers taken for the research.

DISTRIBUTION NETWORK OF RCF IN SOLAPUR DISTRICT


The distribution chain of RCF is considered to be the strongest chain, which is spread all
over the district. Urea from Thal unit is transported through wagons and trucks. Wagons directly
come at Alibag where district head office is located. Then it is distributed to Taluka places where
storage facilities of authorized dealers are available.

42

THE DISTRIBUTION NETWORK


Manufacturing Unit

HANDLING AND
TRANSPORT

SELLING AND
DISTRIBUTION

Warehouses (CWC, SWC)


Dealer
Dealer
Sub-dealer
Sub-dealer
Shopkeeper
Shopkeeper
Farmer
Farmer

ORDERING PROCESS
A private dealer give D.D. to District Marketing Officer then by using SAP technology
order is placed, which generate out bond number which is sent to contractor. Then contractor
transport urea as per demand. The actual demand of farmer comes to District Marketing Officer
in following way;
43

FARMER

Retailer

DMO

COMPANY.

Advertisement
The advertisement of the company products is done through T.V. and Radio and also with News
Paper also RCF distribute monthly magazine to the registered farmers with annual subscription
of Rs. 50
District marketing office look for the fulfilment of the demand of the dealers, they also maintain
records of demand, supply and payments also record about rebate and subsidy from the
government. District Marketing Officer look for fulfilment demand of particular Talukas place.
ANALYSIS OF THE DEALERS QUESTIONNARIE:
Rebate given to the Dealer
Quantity (Kg)

Rebate (Rs/Kg)

31-100

101-250

10

251-500

15

500 & above

20

RCF Products and Rates in Solapur District


Product

Rate

Ujwala Urea (46% N)

Rs. 252/50 kg

Sufala (15:15:15)

Rs. 263/50 kg

Sufala (20:20:0)

Rs. 372/50 kg
44

Sujala (19:19:19)

Rs. 192/kg

Microla

Rs. 225/litre

Biola

Rs. 40-45/kg

Technical Grade Urea

Rs. 1100/50 kg

ANALYSIS OF DEALERS QUESTIONNARIE


Q.7) Number of Years in the business:

45

Q.8) Number of villages they have covered in the district.

Q.9) Number of companies the dealers are dealing in district.


1.

RCF

2.

Jai Kisan

3.

Deepak

4.

Coromandal

5.

Hindalco

6.

Indian

7.

National
46

8.

Mahadhan

9.

Amruta

10.

Kranti.

Q.11) Top five companies that the dealers are dealing with.
1.

RCF

2.

Jai Kisan

3.

Deepak

4.

Coromandal

5.

Hindalco

Q.12) How many tons of RCF fertilizers they are able to deal next year.
Ans. They are dealing in the range of 90-150 tons per year.
Q.13) Following parameters are ranked according to sale.

47

Q.14) Major factors preferred by the customers while purchasing the fertilizers

48

Q.16) How long they are associated with RCF.

49

ANALYSIS OF FARMERS QUESTIONNARIE:

The survey was done and the questionnaire was asked among 22 Farmers from Mohol taluka, 10
farmers from North Solapur and 7 farmers from North Solapur.
The analysis is being done form all the farmers of all the taluka combined.
Q.1) Information of the land:
All the farmers in the Solapur district has the irrigated land.
Q.2) Crops taken by the farmers season wise.

KHARIF

RABI

Soyabean, Groundnut, Sugarcane, Moog, Tur, Wheat, Jowar, Sunflower, Bajra,


Matki, Udid, Turi, Onion, Pulses, Mirchi

Onion, Harbara

Q.3) Mostly farmers are using the fertilizers of this company

Q.4) While purchasing the fertilizers mostly the farmer itself and his father are participated in
making the decisions.

50

Q.5) Parameters used by the fertilizers while purchaisnng the fertilizers.


Q.6)Farmers use the fertilizers in various form like;

Q.7) and Q.8) Except four all the farmers use the foliar fertilizers and all the farmers use the drip
fertilizers.
Q.10) the farmers the information about the fertilizers through various form as given in pie chart.

Q.9) All of the farmers feel that both the foliar and drip fertilizers are affordable to them.
Q.11) All the farmers are satisfied after using these fertilizers.

51

Q.12) all the farmers are continuously attending the different promotional programme.
Q.13) all the farmers are continuously attending the different promotional programme as shown
here:

Q.14) Most of the farmers get the RCF fertilizers from most of the persons as shown here:

Q.15) The only answer we got from the majority of the farmers about the farmers is that they are
nnot getting the RCF fertilizers at the time when they need.
Q.16) All the farmers were satisfied with the existing fertilizers of the RCF.
Q.17) Most of the farmers were aware about the Suphala products and those farmers for whom
they were not knowing we provided the information to them.
52

Q.18) Most of the farmers were aware about the Sujala products and those farmers for whom
they were not knowing we provided the information to them.
Q.19) There was no particular sujjestions were given to the Suphala and Sujala fertilizers for the
modification or change in the product.
Q.20)Most of the farmers read the newspapers for the getting the information for the fertilizers
and different magazines like krishi darpan, RCF magazines that are helpful for the improvement
of the yield and also they go through the TV and Radio for the doordarshan and Akashwani.
Q.21)All the farmers use the fertilizers only by doing the soil testing and soil testing is being
conducted at the soil testing lab at Solapur.
Q.22) Mostly all the products and fertilizers of the farmers are known to the farmers and also
they use in some or different in there farm.
Q.23) Farmers know about the liquid soluble fertilizers like Microla, Biola that are the new
product of the RCF but rarely they use this fertilizers due to the unavailability of information to
hhow to use the fertilizers and due to the high price.
Q.24) Not a single farmer was using any modern techniques in farming, they are using there old
method of farming.
Q.25)Farmers are not having any future plans about agriculture development.

PROBLEMS FACED BY DEALERS OF RCF IN SOLAPUR DISTRICT:

i.

RCF is forcing excess quantity of Drip fertilizers with the demanding product.
53

ii.

Irregular supply of Major fertilizers like Suphala, urea.

iii.

Stiff competition from other competitors of the company while making product availability.

iv.

Also RCF made purchase compulsion of the Drip fertilizer (0:0:50) along with urea or Sufala.

v.

Non-availability of Fertilizers in Kharif season.

vi.

Lack of promotional activities for their dealership network.

vii.

RCF offering less quantity than its regular demand of the individual dealer.

SCOPE OF STUDY

54

Any organization marketing with large-scale parts like distribution system is the key resources
and field sales personal and facilities. Main thing is the satisfaction of customer with good
quality product at minimum cost. Every company should have sufficient marketing facilities to
dealers and customers. Hence marketing concept must apply to the customers needs satisfying
power i.e. availability of product at the right place and at right time at the lowest possible cost.
Better physical distribution gives higher over all customers satisfaction. Good protective
packing, transportation, facilities, a good warehousing facilities increase the customers. This
reveals the importance of study.

LIMITATIONS OF THE STUDY

The following limitations were experienced during the study.


1.
1.
2.
3.
4.
5.

The time available for research is only 60 days


According to policies of company the marketing department provided only screened information.
The study is confined to Solapur district only; hence the results cannot be generalized.
The results hold validity for specified group (nursery people) and cannot generalize.
The findings in this study are purely dependent on the answers of the respondents.
Since the study was limited to a specific period (May-June 2009), further qualitative research on

the topic was not possible.


6. The information recorded is based on the opinion and reactions of the respondents as on the date
of research.

RECOMMANDATION
1. As the company is suffering stiff competition from Zuari Agro, they should mainly concentrate
on regular supply of fertilizers in the market.
2. The supply of demanding products like Sufala should be regular and plentiful to the farmers.
55

3. There should a stable government policy for productions of fertilizers according to the demand
as per state wise consumption.
4. Improvement in dealership network by providing online services about demand-supply
regulation, also by providing incentives to the dealers.
5. Arrangement of regular Farmer-Dealers meeting, Farmer melas, field demonstrations and
practical utility of the fertilizers.
6. Creation of need through advertisement, awareness and information in local newspapers and
magazines.
7. RCF should avoid forcefully selling of water soluble fertilizers along with regular fertilizers, as it
leads to non-purchase of regular fertilizers.
8. Reduction in losses during transportation and storage by using various technical tools of
handling the fertilizers.
9. Improvement in the distribution network especially between District Marketing Centre and
Taluka level distributors, because there are lot of disputes in this particular distribution network.
10. Maintenance of data of the regularly purchasing farmers and prioritizing them while making the
supply of fertilizers.
11. Arrangement of farmers training at the district place once or twice in the year to guide them
about farming practices and seasonal effect of weather conditions and also to guide for market
situation of their produce.

CONCLUSION

From the above data analysis and findings, I came to the conclusion that company R.C.F. is
known to the all respondents which means 100% awareness about the company. Sufala and
56

ujjwala are the brands known to all but the awareness about the other products is very low like
microla, biola and other water soluble fertilizers also.The major competitor in the region is
ZUARI AGRO. As the easy availability of their products. Product availability is also better than
R.C.F. and also they acquired major share in the market and competiting effectively to R.C.F.
also the ZUARI AGRO acquired large number dealership in the region. Not only they are
competing in price factor but the relative quantity factor is also affecting largely. The major
problem about R.C.F. product is non availability i.e. quantity factor. Respondents are ready to
pay the price but they are not getting the product they want. The major complaint is about the
SUFALA product. Also the dealers are forced to sell the water soluble fertilizers along with the
regular fertilizers and farmers are not ready to purchase such combination so the farmers are
turning towards the competitors products. Farmers are allowed very less credit period as
compared to the competitors. Loading of bags in wagon should be fast to overcome demurrage
(fine) to railway. Delivery of the product should be convenient to the dealer. Margin behind
product should be raised. As urea is seasonal product extra efforts should be taken for delivery in
time to the farmers. Farmers of whom many are illiterate use fertilizers. Despite of giving use
fertilizer properly therefore organization should use new techniques or extension worker or
techniques like method demonstration, Result demonstration for use of fertilizers this would help
to increase the productivity of crops. They can use advance technology for loading to save time
and cost.

QUESTIONNAIRE FOR FARMERS


ASSESMENT OF BRAND AWARNESS AND CONSUMER SATISFACTION MEASURERMENT
IN RESPECT OF R.C.FS PRODUCTS.

57

DISTRICT:__________________________________________________________________________
QUESTIONARIES:
NAME OF FARMER: _________________________________________________________________
EDUCATION:_______________________________________________________________________
ADDRESS: _________________________________________________________________________
CONTACT NO:______________________________________________________________________
TAL:

DIST: _______________________

Q.1) IFNFORMATION OF LAND:


IRRIGATED

NON-IRRIGATED

NOT USABLE

TOTAL

Q.2) CROPS TAKEN BY YOU SEASON WISE:


KHARIF

RABI

Q.3) WHICH FERTILIZERS ARE YOU USING AT PRESENT:

NAME OF COMMPANY

BRANT/GRADE

PRICE/UNIT (Rs.)

58

Q.4) WHILE PURCHASING FERTILIZERS WHO DOES TAKE THE DECISION IN YOUR FAMILY?
1. YOURSELF

2.FATHER

3 .BROTHER

4.OTHER

Q.5) WHAT ARE THE PARAMATERS OF PURCHASING FERTILIZER?


1. PRICE

2.QUALITY

3.PACKING

4. BRAND NAME

5.OTHER

IF OTHER PLEASE SPECIFY?


___________________________________________________________________________________
Q.6) HOW DO YOU USE FERTILIZERS?
1. FOLIAR

2.DRIP

3.OTHER

Q.7) DO YOU USE FOLIAR FERTILIZER IN YOUR FARM?


1. YES

2.NO

Q.8) DO YOU USE DRIP FERTILIZER IN YOUR FARM?


1. YES

2.NO

Q.9) DO YOU FIND __________________________________ AFFORDABLE?


1. YES

2.NO

Q.10) HOW YOU GET INFORMATION ABOUT THIS FERTILIZERS? (FOLIAR AND DRIP)
1. WALL PAPER

2.NEWSPAPER

5. LEAFLET

6.OTHERS

3.T.V. & RADIO

4.PAMPLET

IF OTHER PLEASE SPECIFY?


___________________________________________________________________________________
Q.11) ARE YOU SATISFIED AFTER USING THESE FERTILIZERS?

59

1. YES

2.NO

Q.12) ARE YOU ATTENDED ANY PROMOTIONAL PROGRAMME OF R.C.F. BEFORE THAT?
1. YES

2.NO

Q.13) IF YES THEN WHICH ONE?


1. DEMONSTRATION

2.KRISHI MELA

4. EXHIBITION

3.TRAINING PROGRAMME

5.OTHER

IF OTHER PLEASE SPECIFY?


____________________________________________________________________________________
Q.14) WHERE DO YOU GET R.C.F FERTILIZERS?
1. KRISHI SANGH

2.WHOLESALER

3.RETAILER

4. OTHER
IF OTHER PLEASE SPECIFY?
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________

Q.15) WHAT IS YOUR OPINION ABOUT R.C.F FERTILIZERS AS COMPARED TO OTHER


FERTILIZER COMPANIES.
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________

60

Q.16) ARE YOU SATISFIED WITH EXISTING R.C.F FERTILIZERS PRODUCTS?


1. YES

2.NO

IF NOT WHAT DO YOU EXPECT.


_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
Q.17) ARE YOU AWARE OF SUJALA GRADES?
1. YES

2.NO

IF YES, WHICH GRADES DO YOU USE?


_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
Q.18) ARE YOU AWARE OF SUPHALA GRADES?
1. YES

2.NO

IF YES, WHICH GRADES DO YOU USE?


_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________

Q.19) ANY SUGGESTIONS TO SUJALA AND SUPHALA FERTILIZERS?


_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
Q.20) WHICH ARE THE AGRICULTURE MAGAZINES / NEWS PAPERS YOU READ?

61

_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
Q.21) HAVE YOU DONE SOIL TESTING?

1. YES

2.NO

FROM WHOM DO YOU ANALYSE SOIL?


_____________________________________________________________________________________
_____________________________________________________________________________________
____________________________________________________________________________________
DO YOU USE FERTILIZER AS PER SOIL ANALYSIS?

1. YES

2.NO

WHICH

FERTILIZERS DO YOU USE?


_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
Q.22) WHICH FERTILIZERS OF R.C.F DO YOU USE?
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________

Q.23)

DO

YOU

AWARE

ABOUT

BIOLA,

MICROLA

AND

OTHER

FERTILIZERS?

_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
Q.24) GIVE INFORMATION ABOUT MODERN TECHNIQUES USED IN AGRICULTURE?

62

_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________

Q.25) FUTURE PLANS ABOUT AGRICULTURE DEVELOPMENT?


______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________

DEALER/RETAILER QUESTIONNARIE
1. Name of firm:______________________________________________________________________
2. Name of proprietor:__________________________________________________________________
3. Address:___________________________________________________________________________
63

_____________________________________________________________________________________
_____________________________________________________________________________________
4. Mobile No._____________________________
5. Landline No.___________________________
6. Education:
S.S.C

H.S.C

Agriculture Graduate

Post graduate

Other Graduate
7. From how long you are in this business?
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
8. No. of village you covered in your area?
_____________________________________________________________________________________
_____________________________________________________________________________________

9. How many WSF companies are you dealing with their product range?

Sr.No.
Company

Brand Name

Range of products

Intensiy

64

10. What is the price structure of Different companies are you dealing with?

Sr.No

Grades

Companies

Packing (Kg.)

MRP (Rs.)

Dealers

Sub-

Price (Rs.)

Dealers
Price (Rs.)

11. Give rank to WSF Companies according to sales turnover?


1.________________________

2.___________________________

3.________________________

4.___________________________

5.________________________

65

12. How much WSF you will able to sale next coming year?
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
13. Performance of the following WSF Company dealing in above.
Rank the following parameters according to scale:
1. Highly satisfied

2.Satisfied

3. Moderately satisfied

4.Unsatisfied

5. Highly unsatisfied

Company name
Parameter
Price
Margin
Demand by farmer
Quality
Brand popularity
Company reputation
Timely availability
After sale service
Promotional

66

effectiveness
Customer satisfaction
Behaviour of Marketing
officer
14. According to you which are the major factors preferred by consumer while purchasing the WSF?

Parameter

High

Medium

Low

Price
Quality
Brand name
Yield
Past experience
Recommendation from
dealer
Service / support

15. Which companies WSF are popular in your area & Why?

Sr. No.

Name of Company

Reason

67

16. Since how long you are associated with RCF?


> 2 Year

> 5 Year

> 10 Year

> 15 Year

17. Are you interested to sale WSF of RCF Company next coming year?
Yes

No

18. Is there any need to modify the packaging of RCFs WSF?


Yes

No

IfYes________________________________________________________________________________
_____________________________________________________________________________________
19. What king of problem do you faced while dealing with RCF water soluble fertilizer?

68

_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________

BIBLIOGRAPHY

Bhattacharya, Srinibas, Psychometrics & Behavioural Research, New Delhi: Sterling


Publishers Pvt.Ltd., 1972.

Ramchandran, P., Training in Research Methodology in Social Sciences in India, New


Delhi: ICSSR, 1971.

Sadhu, A.N., and Singh, Amarjit, Research Methodology in Social Sciences, Bombay:
Himalaya Publishing House, 1980.

Sheti Patrika by RCF

Newspaper Dainik Sakal.


69

Newspaper Dainik Lokmat.

www.google.com

www.rcfltd.com

www.wikipedia.com

70