PROJECT PROPOSAL

To From Date : Mr. Sumeet Agarwal : sehani patel s : May 18, 2007

Subject : Project on Media Effectiveness. Project Title: To determine the effectiveness of different Media BT cotton (Varieties TV333 & TV-909) marketing. Statement of problem: Due to increasing number of competitors in BT cotton market, it is necessary to know the effective marketing media to achieve competitive advantage. Purpose & Scope: The purpose of this study is to determine, through which Media we can contact more farmers for marketing of BT cotton i.e. TV-333 & TV-909.The study will evaluate the impact of different Media in providing information to farmers about BT cotton varieties with respect to its cost effectiveness. Sources & Method of Data collection: First, farmers will be informed about BT cotton varieties through different advertising Media i.e. TV ads, POP (Banners,leaflets,Folders etc), Newspaper ads, Mail letters Phone calls Than incoming calls of farmers at customer helpline phone will be recorded & evaluated, through which Media more farmers are contacted. Preliminary outline: The preliminary outline for this study is as follows 1. Do the Media is more effective? Do the people read/saw it? How often people saw it? How does the company benefit?

Indu management institute (IMI)

2. What are the features of good Media? How long they it is retentive? What does it contain? How often it is published? How is it designed?

3. How should a Media be produce? Should it be Written, Edited & Printed internally? Should it be written internally & printed outside? Should it be totally produced outside?

4. What should a Media cost? What would be the personnel cost? What would be the material cost? What would outside services cost?

5. Should we use any other Media? 6. If, yes than what are the benefits? Work plan: Each phase will be as follows TV Ads Mail letters Newspaper Ads POP Phone calls SMS Incoming Call record Actual field survey Evaluation of incoming call data Preparation of Report Submission of report

Yours Sincerely:

EXECUTIVE SUMMARY
RATIONALE FOR THE STUDY
The effectiveness of our advertising will ultimately depends on the quality of the copy. However, in todays saturated environment where every consumer is exposed to hundreds of messages every day, we must devote more energy into our media planning.

The ultimate measure of media effectiveness is, of course, advertising awareness, however, target group and cost per thousand are a first check to optimize our planning. Our media should have the lowest cost per thousand on the basis of the target group in the industry.

From this the idea of Determination of media effective generated. The project study is carried out at Rallis India Limited. The company is engaged with manufacturing and marketing of Agri. Inputs like pesticides and seeds.

Rallis India Limited

Rallis is one of the largest Agrochemical companies in India with a turnover of USD 140 million. It is an integral part the TATA group which has a turnover of USD 17.6 Billion. Our strengths lie in Manufacturing, Distribution, R & D, Sales & Marketing and International Business. We have a wide range of products in Insecticides, Fungicides and Herbicides for various pests in all crop segments.

The company is currently exporting both technical grade and formulations of agro chemicals to more than 42 countries around the globe. Besides having five manufacturing facilities at different locations, the company has its own GLP accredited research foundation at Bangalore, to support registration requirements as per the individual country guidelines.

Rallis is the basic manufacturer of a range of technical products and its formulations including Pendimethalin, metribuzin, acephate, Hexacona- zole, Ethion, Metalaxyl, Lambda, Cyhalothrin, Phosalone, and Bromadiolone etc. Company is also associated with marketing of Seeds of different crops i.e. BT cotton, Paddy etc.

INDIA is an agricultural country. Indias climatic condition and geographical position is

suitable for agriculture. The main revenue earners in Indias exports are agricultural products. India has attained a record cultivation of fiber crops especially cotton. This is due to the invention of BT cotton.

Cotton cultivation in some other countries has shown decreasing trend. The production ratio shows an upward trend in India. This growth trend leads India to the front line of cotton producing countries. India has emerged as the world's third largest cotton exporting country in 2006-07, with an impressive 52 per cent export growth in comparison to 2005-06. The jump will be driven by a projected 1 million bale increase in production, combined with a large beginning stock. Since 2000/01, India has increased production by more than 9 million bales and increased exports from 94 thousand bales to the projected 3.8 million. BT cotton in 2006-07 to climb to 4.2 million hectares, thereby accounting for almost half of the expected cotton area. It is widely accepted that the strong upward trend in the countrys cotton yield in recent years is a direct result of the increasing adoption of BT cotton. Given the continuing development of optimally suited BT varieties for the various production zones within India and the year-to-year increase of BT cotton cultivation area, a record yield of 484 kilograms per hectare is forecast for the season compared to 468 kilograms last year. BT varieties are not typically higher yielding than other quality hybrids or non-GMO varieties, but India and have a yield advantage because of the significant reduction of yield losses due to bollworms. This proves the increase in the BT cotton cultivation to increase in Size off BT cotton market in India. Here comes the role of Indian seed industries. Given the growth of the seed sector in recent years, India has the potential to become the foremost player in the seed export business in the developing world with prospective markets in Asia, Africa and South America.

Public Sector:
Like many agriculturally developed Asian nations, India has sizeable public and private sector seed businesses. Giant public sector players include the National Seeds Corporation (NSC), the State Farms Corporation of India (SFCI) and the thirteen State Seed Corporations (SSCs). NSC was the first public sector organization, established in 1963, and remained virtually the only agency for seed production for around 13 years. Its role extended

to several developmental programmes including training, quality control and extension activities in seeds. This was followed by the setting up of the SSCs under two consecutive plan periods, supported by the World Bank, and these largely adopted the role of the NSC in the Indian States. These corporations engage principally in production and marketing of seeds of high yielding and hybrid varieties developed by the public sector.

Private Sector:
Although private seed companies such as Poacha and Sutton have been established since the pre-independence era, accelerated growth of the private sector began only after the introduction of the new seed policy in 1988 which ushered in a liberal business climate. Currently there are over 200 private seed companies, together with a few multinational companies, and these tend to focus on low volume, high value crops with the principal effort being placed on creating hybrids for oilseeds, maize, cotton and vegetable crops. The private sector accounts for 70% of the market in terms of market turnover whereas the public sector has the greater share in terms of volume sales.

These shows there are large number of players engaged to this sector. Increase in no. of players leads to increase in competition. In this world of competition it is necessary to adopt those marketing tools which help to increase in customers. This study is determines the effectiveness of different Media.

The case study is divided in to 3 phases.

First phase includes creating awareness in farmers about Companys BT cotton Varieties through different media i.e. TV Ads, newspaper Ads, POPs. Phone calls etc. Second phase includes study of incoming calls data at companys helpline phone and actual field survey. Third end concluding phase includes determination of effectiveness of different media by analyzing call record and field survey report.

Chapter: 1

Introduction to the Topic

A) Project study on Media Effectiveness

Introduction:

The effectiveness of our advertising will ultimately depends on the quality of the copy. However, in todays saturated environment where every consumer is exposed to hundreds of messages every day, we must devote more energy into our media planning.

The ultimate measure of media effectiveness is, of course, advertising awareness, However, target group Grips and cost per thousand are a first check to optimize our planning. Our media should have the lowest cost per thousand on the basis of the target group in the industry.

This clearly should be part of how we asses our media agencies. To do this we must provide achievable target group definitions which are discriminating enough to allow for productive targeting.

We want to reach farmers of our target group at minimum cost more often. As an overall principle we should go for an 80% reach amongst the target group. Once this is achieved we should optimize the frequency in the plan.

Another key strategy factor is the media choice. Primarily we should again be guided by target group efficiency not by creative judgment. It is much better to use only two or three different media vehicles rather then spread our funds across the entire media spectrum.

The level of media support should be established on the basis pf facts from the market place. We should always use media spend and mix tests to determine which level/mix is needen to achieve key business objectives with maximum efficiency.

B) Deciding on the media strategy

The key word is information, lots of it. As much about the brand, the marketplace and the consumer as you can find. Such information is the foundation on which the essential building blocks (the who, where, when, and how much) of the media brief can be agreed in order to develop an effective media strategy.

Who
A total understanding of our demographic and psychographic target consumer is critical.

The consumer should be defined demographically by sex, age, social class or income, job title, nationality, urban/rural, and so on. The definition should be precise and discriminating. Brand consumption should be analyzed in terms of who buys, who influences, and by purchase behaviour, loyalists versus switcher and so on.

In developing BT cotton imagery, the targeted consumer should be rural public who engaged with agriculture.

When
Knowing when this consumers purchase, how often and in what quantity determines the brand seasonality and therefore the advertising timing.

Where
Media efficiency and legal restriction should determine media choice, over creative consideration.

How much
Too when a media brief include a budget. This immediately determines the size and shape of the media plan. It is much better to tell the agency exactly what the expectations of the campaign are. Set marketing objective by sales, by share, by brand awareness targets. State how you expect the brand to perform against competitive spacing.

The agency will produce media plans to meet these objectives which will in turn determine the budget level.

Media plans can be subsequently adjusted, in terms of task prioritization, in line with the final budget available.

A well argued media strategy with support rationale can only strengthen effective media budget allocation.