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A STUDY ON BRANDING AND POSITIONING OF PESTICIDES OF ADAMA INDIA PRIVATE LIMITED

KrishiKosh

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Title A STUDY ON BRANDING AND POSITIONING OF PESTICIDES OF ADAMA INDIA PRIVATE LIMITED
 
Creator Panda, Subhaom
 
Contributor Behura, D.
 
Subject BRANDING, POSITIONING, PESTICIDES, ADAMA,
 
Description Branding and positioning are two aspects of any business without which; it would be very difficult for the entity to sustain in this ever competitive world. With lots of promotional activities, the companies successfully make positioning in the minds of the customers. Agricultural input marketing is very competitive among the big as well as small players, so needs lots of branding strategies to sustain. Agri-input companies have played a significant role in transforming the post-independence “ship-to-mouth” Indian economy, dependent on food grain imports, into a self-sufficient economy. Pesticides play a key role in agri-input market. The trend of using agrochemicals and pesticides for higher yields took hold from the mid 1990s onwards, i.e., during the post liberalization period. Thereafter, the period from 1998-1999 onwards (after the WTO / IPR commitment) showed a lot of turbulence for the pesticides business.
The industry has seen a fair amount of competition in the last decade with several major companies consolidating for strategic reasons - to achieve a competitive edge over others, ease of market entry, gaining technological advantages, acquiring market share etc. Some of the major international players in India are Monsanto, Bayer, Syngenta, ADAMA, etc while domestic companies like United Phosphorus, Excel Industries, Rallis India, etc. also play major role.
MNCs have dominated the market for patented products. They have the advantage of a developed research and development (R&D) pipeline and superior financial resources. In India, MNCs have tried to guard against the cyclicality of the domestic market, by identifying and sticking to niche categories, crops and markets. They have worked to strengthen the linkages with farmers through extension and advisory services. Many MNCs in India have entered into supply arrangements with their base country to take advantage of the low costs in manufacturing from India-based facilities.
ADAMA, a well known brand worldwide is able to have a good share in India within short period of time. Branding and positioning strategies applied by it, made it a successful company in India. It has earned net sales of around 60 crores within five to six years of its entry into the Odisha market. So this study has made an attempt to investigate how best the company has utilized its branding and positioning strategies to increase its market share as compared with its competitors, particularly in Puri, Khordha and Nayagarh districts of Odisha. The study indicates that using lots of promotional tools and lots of fieldwork, ADAMA has engraved its name and image on the minds of farmers, retailers and dealers. Undoubtedly, ADAMA will grow more with the coming times.
This research has been completed with many qualitative and quantitative analysis, personal interviews, group discussions and observations. Data were collected from sample drawn systematically with multistage sampling techniques. Samples were selected on the basis of area and intensity of pesticide consumption. The results and discussion reveal the practicality of the project with table and figure interpretations. This study will help the researchers as well as professionals in gaining some market knowledge on pesticide industry and branding and positioning strategies used; especially of ADAMA India private limited.
 
Date 2017-01-19T16:46:11Z
2017-01-19T16:46:11Z
2015
 
Type Thesis
 
Identifier http://krishikosh.egranth.ac.in/handle/1/97195
 
Language en
 
Relation Th;4322