why are we not numero uno - xavier university · 2020-06-11 · journal of case research volume ii...

Journal of Case Research Volume II Issue 01

Page | 23

Why Are We Not Numero Uno?

Niraj Kumar, Sanjeev Kapoor and Jayalakshmi1

Syngenta, a world’s leading agribusiness company, is committed to sustainable agriculture

through innovative research and technology. Its goal is to be the leading global provider of

innovative solutions and brands to growers of food and feed chain. The company is a leader in

crop protection chemicals and ranks third in world in high-value commercial seeds market.

Insecticides, herbicides and fungicides are three important product lines of the company crop

protection portfolio.

In India too this company has been one of the major players in agri-chemical market. In recent

years, however, the company has experienced a declining trend in the sale of fungicide

segment of its crop protection chemicals (Exhibit-1). The situation was grim in the north eastern

region, especially in Bihar, with the company’s popular brand Ridomil slowly losing its

dominance in the market (Exhibit 2). The company management was not happy with the

situation. The Vice President, Marketing, Mr. S. Rajaram, has been wondering that Syngenta has

the best quality product in the category, it has good brand value, it is in the market for quite

some time, it has presence in almost all parts of the state, and it is only company with vast

international experience, still it is not the number one as far as the sale figures are concerned.

He was surprised with the current results and did not know the answer of company country

head’s question “Why are we not numero uno in Bihar Market” , which his boss had asked him

during the recently concluded meeting? to be. He decided to hire a professional to collect the

necessary information on the possible reasons for declining sale of the company’s product, and

also to do the competitors’ analysis in the fungicide market of Bihar. The company was hoping

to get some concrete result out of the market research based on which some strategic

decisions to improve sale of the product in the market can be made.

1 Niraj Kumar, Ph.D., Associate Professor, Xavier Institute of Management, Bhubaneswar.

Email: [email protected]

Sanjeev Kapoor, Ph.D., Associate Professor, Indian Institute of Management, Lucknow.

Email: [email protected]

Jayalakshmi, Management Trainee, Tata Chemicals Ltd.


Page | 24

To discuss the market research report, Rajaram, invited a meeting of all the regional marketing

managers at the Delhi headquarter. Govind Raju, a management graduate from a premier

management Institute who was hired to study the market, was given the responsibility to

present the salient points emanating from the report. His immediate tasks were:

To identify the prominent reasons for declining sale of Ridomil in Bihar,

Analyzing the competitor’s strategy for fungicide market in the Bihar,

Rajaram expected that, based on the findings of the study, the team will be able to understand

reasons for losing grounds in the state and consequently will be able to develop appropriate

marketing strategies for the state in order to increase its sale of Ridomil. Salient finding which

emerged from the findings of the study of Govind Raju were as follows:

The Product

Ridomil is a leading fungicide with systemic and contact action giving outstanding control of

damping off, foot and stem rots, downey mildew, and late blight diseases of many cereal and

horticultural crops. The product is used as metalxyl product. The farmers in Bihar mainly use

Ridomil on potato to control the disease of late blight. However, it is also used by farmers on

other vegetables of family solanaceae (tobacco, tomato, brinjal) and crucifarea family (cabbage,

Ladies finger etc.,).

The Crop

Potato (Solanum tuberosum) is one of the most important vegetables grown in Bihar. The crop

is sown during the months of October – November and is harvested during Februrary – March.

India ranks 4th in area under cultivation and 3rd in potato production in the world. However, the

production of potato in the country has remained almost stagnant around 25 million tons since

year 2000. During the year, 2004 – 05, Bihar ranked 3rd, both in area under cultivation (11%)

and also in total production (6%) of the potato in India. The average production of potato in

Bihar is above 77 quintals (100 kilogram) per hectare (10000 square meters), where as national

average is above 179 quintals per hectare( ha, hereafter) during the year 2004 – 2005. Gujarat

has maximum productivity in the country with average yield of 277 quintals per ha. Out of total


Page | 25

56,38,000 ha., net sown area of the state about 1,40,000 ha was under cultivation of potato.

Although, there are many types of disease of which the crop can get affected but the main

disease which troubles the farmers in Bihar is ‘late blight of potato’.

The Disease

Late blight of Potato (causal organism Phytopthora Infestens) affects all plant parts, viz., leaves,

stems, and tubers. Tubers carrying the pathogen are the real carriers and serve as the source of

the disease in the subsequent season. The ideal condition for late blight infection is moist

weather and low temperature. Infected seed tubers grow into healthy plants but under

favourable conditions (temp.-10-12 degree Celsius and relative humidity- > 80%) the pathogens

infect stem and lower leaves. Under favourable conditions pathogens can infect entire crop

within the span of two-three days. The disease reduces yields both quantitatively and

qualitatively. In case of severe infection disease destroys the entire crop, leaving farmer with

only crop debris.

Chemicals Recommended for Controlling Disease

Beside cultural practices the chemicals recommended to control the disease are Mancozeb and

Metalxyl product.

Mancozeb- It is applied through foliar application to check the occurrence of the disease. It is

also used as seed treatment. Major crops treated by this chemical are apple, potatoes, and

tomatoes.

Metalxyl- It control diseases caused by air and soil-borne Peronosporales on a wide range of

temperate, Subtropical, and tropical crops. Foliar sprays with mixtures of metalxyl and

protectant fungicides are recommended to control air-borne diseases caused by Phytophthora

on potatoes and tomatoes, Peronospora tabacina on tobacco, Plasmopara viticola on vines, and

downy mildews of vegetables. Some of the metalxyl chemicals being sold in Bihar market are

Ridomil (Syngenta), Marvick (Krishak Mitra), Tata Master (Tata Rallies), Matco (Indofil).

Protective sprays with a contact fungicide, viz., Mancozeb is recommended before appearance

of the disease. The first spray is recommended after 15 days of germination. Sometimes


Page | 26

farmers take extra precaution and use it as seed treatment. In such case the second spray

should be given after 20-25 days. Subsequent sprays, if necessary, should be repeated at eight

to ten days interval. Generally, three to four sprays are advised. First three sprays by Mancozeb,

and the last spray, i.e., the fourth spray, which is normally done in last week December or first

week of January (the chances of crop being infected by the late blight fungus is high during this

time), is by Metalxyl.

Market Analysis

A thorough study of nine major markets, which accounted for more than 80% sale of the

metalxyl and mencozeb products in Bihar, was carried out. It was found that the fungicide

market in Bihar in general, and the metalxyl market in particular, is too much dependent on

climatic conditions. The farmers purchase the products only when the disease strikes and

occurrence of disease is again dependent on weather. In 2005, the weather was cool and dry

during the month of January. There was no significant attack of late blight resulting in poor sale

of metalxyl product which is mostly used as curative and not as preventive.

The market is oligopoly with the major share of the market lying with only few players like

Krishak Mitra, Syngenta, Tata Rallies, and Indofil. These players have good bargaining power

because of the good demand of their products amongst farmers. Ridomil has got high brand

awareness and is the most sought product during severe infection and unfavourable climatic

condition. However the presence of other players with their different lucrative packages and

schemes has increased the bargaining power of channel intermediaries a lot. The Indian

companies like Krishak Mitra, UPL, give hefty margins on their respective products and also

keep the price low to promote their products and intermediaries prefer to keep products of

these companies. However, good demand of Ridomil from quality seeking farmers and strong

brand image of Syngenta prop up an inherent desire among the dealers to get associated with

any of its brand. The excellent product quality further gives a strong push to this desire.


Page | 27

Marketing Strategy

Ridomil is a premium product and its price is one of the highest in metalxyl market. It comes in

three different pack sizes of 100gm, 500gm, and 1kg pack. Though it is a general belief among

the front line sales officers that it is the price which is hampering the sale of Ridomil but the top

management is not ready to reduce the price.

The promotional pamphlets project Ridomil as the only cure for the disease. The general

recommendation is of three sprays at the intervals of 15 days. The dose recommended for an

acre is 250 gm. The pamphlets also recommend that the chemical is effective at all temperature

and does not reduce the size of the potato. The yield is improved and tuber size is uniform.

There is also no side effect of chemicals, i.e., there is no burning of leaf and reduction of tuber

size.

Since potato is grown as a rabi crop in Bihar, the sowing season starts from October end, so

does the campaigning and promotional activities for Ridomil by the company. Aggressive

campaigning and field demonstrations are done by the company. Pamphlets featuring the

qualities of product and instructions on how to use the product (time and interval of

application, doses, etc) are distributed. But due to poor quality of roads and high expenditure

only one territory (one market) is chosen per year. The marketing officer and the campaign

manager along with the regional sales manager decide about the area to be targeted for

promotion.

In year 2005, the intensive promotional activities and campaigning was done in Muzzaffarpur

area (refer Exhibit 3 for the volume of metaxyl products sold in muzaffarpur the some major

districts). One of the reasons, as suggested by the sales manager of the company, for choosing

the place for campaigning was to give challenge to Krishak Mitra, a competitor company, on its

home turf. A week long camp as the part of the campaign was organised. The regional sales

manager, sales managers from nearby state (West Bengal), marketing manager, and scientists

from local agricultural university (Rajendra Agriculture University, Pusa) were invited to

participate in the camp. Local sarpanch, village leaders, and innovative farmers were also

invited for the camp. Few villages were identified and farms of volunteers were selected for


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giving demonstration. Jeep campaigning and distribution of pamphlets were carried out in the

entire area, particularly in the interior areas. The pamphlets containing the details of the

demonstration programme (dates, venues, host farmer’s name, name of the company

representatives along with their designation and scientist’s name) and product’s features were

distributed in advance. Field demonstrations were done under the supervision of agriculture

scientists and company’s own research team. Efforts were made to address farmer’s queries.

However, sales staffs were of the opinion that it is not enough to promote the product during

the start of crop season (Oct-Nov) and that too in one particular region. The promotional

activities should be carried out evenly throughout the cropping season. He agrees that with the

limited budget for promotional activities it is very difficult to address the entire Bihar Market

but media like wall paintings, ads through radio can be used as done by the rival company Krishi

Rasayan.

There are all together seven sales officers to look for the sales of the crop protection chemicals

of the company in Bihar. Syngenta has its Distributor in 12 major districts (as far as potato

cultivation is concerned) of state namely, Patna, Biharsharif, Gaya, Hazipur, Bhagalpur,

Sasaram, Chapra, Muzzaffapur, Samastipur, Purnea, Katihar, and Begusarai. The geographical

area under each sale officer’s jurisdiction is quite large. For example, there is one sales officer

to look over the sale in entire Koshi region (comprising three well spread districts namely

Purnea, Katihar, and Begusarai, refer Exhibit 5). These sales officers are on company’s pay roll.

They are monitored by two territories cum sales executives who are accountable to the

regional sales manager.

Views of Channel Members

Distributors

The distributors find Ridomil a good proposition to display on the front shelf because of its

popularity among the farmers, and because of high value attached (by the farmers) to

Syngenta’s other products (seeds and other crop protection chemicals). However they are

aggrieved by the strict pricing policy of the company. The company prefers to sell the product


Page | 29

on cash only. Dealers feel that the booking should not be on 100% cash basis. One of the

distributors argued- “I have to sell the product to retailer on credit, and if I have to pay cash to

get the product - from where will I manage the money to buy huge volumes from the

company?”

The company, in addition to cash discount, gives incentives for early or advance purchase. The

dealers who purchase later are not able to harness desired profit. They feel that such practice

sometimes causes price fluctuations also in the market. Further, there is delay in account

settlement. Distributors sometimes are not able to calculate how much net profit they have

actually made. However with the introduction of SAP, the company is trying to resolve such

issues. The booking for the product stops by December while the actual sale starts from January

onwards. Most of the distributors feel that the booking period should be open till mid January.

There is also a high incidence of price cutting.

The Price Cutting

Mr. Sanjay Agarwal is the owner of Fertilizer Centre, Katihar. He is authorized dealer of Krishi

Rasayan and distributes Krilxyl in the entire Koshi region. He spoils the selling price in the

market. He sells limited stock of competitor’s product at much lesser price than the existing

minimum offering price (M.O.P) thereby drawing the customer to his counter and forcing other

to reduce the price and when the stocks get finished he sell his own product .Thus along with

the branded product he is able to push the non-branded product in the market.

Retailers

Retailers were found the most dissatisfied channel member. There is almost negligible push for

the product from the retailers. They generally have credit transaction with the farmers but have

to buy Ridomil in most of the cases on cash. Syngenta does not offer any sales incentives, as

offered by competitors, and they realize low or almost no net profit due heavy price fluctuation

and price cutting. Also about 70% of their revenues come from selling product to further

smaller retailers; however, during season time the company took direct orders from these


Page | 30

smaller retailers and hence reduces their customer base. This discourages retailers as they are

not able to harness enough or any profit (refer Exhibit 8).

However, this was not always true as they were, most of the time, able to extract a few bucks

extra from the farmers. The small retailers present in the interior the village even charged more

than the M.O.P (refer Exhibit 4).

The company believes in providing quality services to the end customer (farmers), hence it does

not believe in giving offers as given by the competitors to increase the sale. Also the company

does not believe in selling its product on credit. Every purchase is made on cash and there is no

system of giving product on credit. Differential rate of cash incentives is given by the company

beside the usual cash discount for earlier purchase. For example, the distributor who makes a

booking in the month of September gets 4% cash discount along with the usual 4.5% cash

discount while the distributor who makes a booking in the month of Octobers get 2 - 3% cash

discount along with the normal cash discount. This differential cash discount is given to reduce

the stock level and also to enhance early sale. The booking periods starts from September and

ends on December. The CNFA (Consignment Forwarding Agent) on behalf of the company is

responsible for stocking the product and providing all logistic support. The channel design is

simple. The product flows from-

The company is responsible for the flow of product up to distributor (primary sale). Its gives 2-

3% margin to the distributor and a cash credit period of 15 days (i.e. the distributor has to pay

its due within 15 days or he will have to let go off with cash discount @ 0.5 % for every 15 days

delay up to 2 months after that he will not be given any benefit of the discount )

Territory Manager

According to the territory manager, North Bihar, earlier (prior to year 2004-05) the company

had the system of Consignment Distribution in Bihar. Consignment Distributor was the single

distributor of all the Syngenta’s products. It would procure materials from the company and

CNFA Distributor Big Retailer Small Retailer Farmer


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would distribute it to the local dealers. The consignment distributor would not only sell the

product in Bihar but he also distributed it to part of neighboring state, Uttar Pradesh (UP).

Eastern UP had no independent distributor. As for the recent decline in sale, the Manager feels

that climatic condition greatly influenced the sale of the product. He also attributed other

reasons like, wide spread market and poor transportation, not well developed communication

system, and unavailability of the product in time. A variety shift was also observed in potato.

Farmers have started using ‘kufri jyoti’ and ‘pokhraj’ as seeding material which is said to be late

blight resistant.

The manager strongly negated the growing belief among the farmers that the quality of Ridomil

has deteriorated. He was of opinion that most of the time the farmers do not use the right dose

(Recommended- 500gm/acre, minimum required for some effect- 250gm/acre, but actually

used-100gm/acre) and hence they do not get the expected result. Also in some market

presence of spurious product was heard of.

Competitors

There are selected players in Market and each player has considerable influence. The biggest

market player in the metalxyl market is Marvick of Krishak Mitra. Its manufacturing unit is Bihar

(in Muzaffarpur). This gives Krishak Mitra an edge over other companies and Marvick remains

available all the time at every outlet. It is also available in all pack sizes starting from 10gm pack

to 1 kg pack which caters the need of different categories of farmers. Krishak Mitra is also very

aggressive in promotion. It uses campaigning, demonstration, field visits by company workers,

advertisement through banners, pole paintings, radio, etc. Also, it offers schemes and benefit

to retailers and farmers. In the year 2006, 100 gm pack of Marvick carried a sticker worth `25/=

as an offer.

The number of staff employed by Krishak Mitra is more than that by Syngenta. There are four

two five sales officer working in a single territory. Krishak Mitra offers a cash discount of 4%

during season, and of 8% during September to January, they also gives quantity discount which

is hidden i.e. not known. They give a margin of 6-8% to distributor irrespective of cash or credit

purchasing. The cash- credit period is 90- 120 days. Tata Master of Tata Rallies and Matco of


Page | 32

Indofil, which are also quality leader are behind Ridomil (refer Exhibit 7). Number of Indian

products (Excel- Fungicel, UPL- Unilax, Tropical- Tagmil, etc.) has entered in the metalxyl market

in last two years. These products have the same chemical composition (64% mancozeb+ 8%

metalxyl). These are available at cheaper rate, give huge margin to retailers and have strong

promotional back up. Mancozeb product like Indofil M-45 and Dithane M-45 has got a huge

demand and sale in Bihar market. The product is used in the earlier stage of blight infection in

potato.

Farmers

Syngenta believes in the saying “Farmers are the ultimate customer and the prosperity of any

company lies in satisfying its end users”. Ridomil is considered as one of the best quality

products and is found to be the only solution in the case of severe attack of late blight on

potato. It comes in three different type of pack size only, i.e. 100gm, 500gm and 1kg pack while

Marvick the market leader comes in different pack size ranging from 10gm to 1 kg pack. Thus

Ridomil does not cater to the need of small farmers having land size less than an acre in spite of

having good demand among them (refer Exhibit 6). Also, there is no incentives or offers for

farmers as given by Krishak Mitra (25 ml sticker), Indofil (` 5/= Lux Soap). These offers many a

time lure farmers to purchase the given product.

Farmers drawn by offers

Indofil this year introduced a gift of five rupees lux soap with its metalxyl product ‘Matco’. The

offer increased the sale of Matco (250 kg was sale in 2005-06 as against 100 kg sale last year) in

Biharsharif market. The farmers too preferred to purchase Matco when they were given the

option to choose one product among metco, Ridomil, and Marvick which are the top in mind

product.

For farmers there is no uniform price of the product; for example, 100 gm pack size is available

in market at varied price range (` 90/= to ` 115/=). Such large variations in price make farmers

confused and they feel they are being cheated.


Page | 33

Farmers give three to four sprays of chemicals on potato. The first two sprays are of mancozeb

as there is a common belief among the farmer that spraying of metalxyl product earlier would

reduce the yield. Metalxyl is sprayed only as a 3rd and 4th spray. Some farmers are of opinion

that though Ridomil works under severe infection, it reduces potato size.

Although Ridomil is number one in terms of quality perception, but it stands second in term of

sales.

After listening Govind Raju, Mr. Rajaram appeared lost. On one had he was happy to note that

farmers consider Redomil best in category, on the other hand he found his company is not

numero uno in market. Worries of Rajaram and his team were compounded when they realized

that sale- figures were indicating southward movement, and competitors were closing up from

all sides. Problems appeared multi-faceted and solutions did not appear simple and single

directional. Will you please help Mr. Rajaram and his team to be numero uno in Bihar market?

*****


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Case Review Questions:

1. From where should Rajaram start - Farmers (ultimate customers) or his channel partners

? Why ?

2. Syngenta believed that “Prosperity of any company lies in satisfying its end users”. Is its

marketing strategy in tandem with its believe? Substantiate your answer from the case.

3. Why is Syngenta not able to counter competitors’ marketing strategies? Is it because of

Syngenta’s poor strategies or because of competitors’ better and smart strategies?

(enlist and analyse each specific strategy)

4. Channel players are not pushing Ridomil ? And, Syngenta is not able to create effective

pull in spite of its better product quality and well established brand value? Why are so

and what should Syngenta do to become numero uno choice of channel players too?

5. Syngenta follows very focused and concentrated promotional strategy? Given the

market size, nature of product, nature of demand, and customers characteristics do you

feel the promotional strategy was appropriate? Give the reasons and ways to further

strengthen it?

6. Looking in to the size of the market, nature of product, and nature of demand will it be

right for the company to increase the manpower in its sales-force?

7. Based on the case what important characteristics of oligopoly market are you able to

delineate? What a company like Syngenta should do to maintain the leadership position

in such market?


Page | 35

Exhibit 01 - Crop Protection Product Lines & Sales of Syngenta (in Rupees)

2001 Sales (364 Crores) 2000 Sales (347 Crores)

Exhibit 02 – Ridomil Sales in Bihar

2.10%

57.20

%

13.60

%

28.20

%

0.90%

53.60

%

14.80

%

30.70

%

Fungicides

Herbicides

Seed

Treatment

Insecticides

Fungicides

Insecticides

Herbicides

Seed

Treatment

0

5

10

15

20

25

30

2003-04 2004-05 2005-06

year

volume

mt


Page | 36

Exhibit 03 – Sales of Metalxyl Product During 2005-2006

Sales of Metalxyl product (2005-06) for potato in Purnea and Katihar

Product Packet size available Volume sold

Packet size in demand

Buyers price(100gm)

Marvick 10gm,25gm, 50gm,100gm,500gm,1kg

4-5 tonne

100gm, 50gm, 25gm

` 80- 90

Matco 100gm, 500gm, 1kg 1 tonne 100gm ` 95- 100

Ridomil 100gm, 500gm, 1kg ~ 400kg 100gm ` 90-120

Master 100gm, 500gm, 1kg ~ 300kg 100gm ` 100

Others 10gm,25gm, 50gm,100gm,500gm,1kg

~500- 600kg

100gm, 50gm, 25gm

` 75-85

Sales of Metalxyl product in Samastipur in 2005-06 for potato crop

Product Packet size available Volume sold Packet size in demand

Buyers price(100gm)

Marvick 10gm, 25gm, 50gm, 100gm, 500gm, 1kg

4 tonne 100gm, 50 gm

` 90-100

Ridomil 100gm,500gm,1kg 2 tonne 100 gm ` 100- 115

Master 100gm,500gm,1kg 500kg- 1 tonne 100 gm ` 100-105

Sanchar 100gm,500gm,1kg 500 kg 100 gm ` 100

Others 10gm, 25gm, 50gm, 100gm, 500gm, 1kg

2 tonne 100 gm, 50 gm, 25 gm

` 80-100

Sales of Metalxyl product in Muzaffarpur in 2005-06 for potato crop



Buyers price(100gm)

Marvick 10gm, 25gm, 50gm,100gm,500gm,1kg

3 tonne

100 gm ` 90-100

Ridomil 100gm,500gm,1kg 2 tonne 100 gm ` 100- 115

others 10gm, 25gm, 50gm,100gm,500gm,1kg

1 tonne

100 gm ` 80-100


Page | 37

Sales of Metalxyl product in Biharsharif and Patna in 2005-06 for potato crop



Buyers price(100gm)

Ridomil 100gm, 500 gm,1kg 1.5 tonne 100 gm ` 100- 115

Matco 100gm, 500 gm,1kg 250 kg 100 gm ` 100

Marvick 10gm, 25 gm,50 gm,100gm, 500 gm,1kg

~ 200 kg 100 gm ` 85-95

Others 10gm, 25 gm,50 gm 100gm, 500 gm,1kg

~ 750 kg 100 gm ` 80-100

Sales of Metalxyl product in Hazipur in 2005-06 for potato crop



Buyers price(100gm)


1.5 tonne 25 gm,50 gm,100gm

` 90-100

Hymil 10gm, 25 gm,50 gm,100gm, 500 gm,1kg

1 tonne 25 gm,50 gm,100gm

` 80-90

Ridomil 100gm, 500 gm,1kg ~ 350 kg 100 gm ` 100-120

Sales of Metalxyl product in Chapra in 2005-06 for potato crop



Buyers price(100gm)


1.5 tonne 25 gm,50 gm,100gm

` 90-100

Ridomil 100gm, 500 gm,1kg 1 tonne 100 gm ` 100-115

Hymil 10gm, 25 gm,50 gm,100gm, 500 gm,1kg

1 tonne 25 gm,50 gm,100gm

` 80-90

(Others metalxyl chemicals include Hitalxyl, Hymil, Tagmil, Shrilxyl, etc)


Page | 38

Exhibit 04 - Details of MRPs and MOPs of Various Pack Sizes of Different Products

Company

Name

Syngenta Krishak Mitra Tata Rallies Indofil

Product Ridomil Marvick Tata Master Matco others

Pack size M.R.P

M.O.P

M.R.P

M.O.P

M.R.P

M.O.P

M.R.P

M.O.P

M.R.P

M.O.P

10 gm - - 15 11 - - - - 20 11

25 gm - - 35 27 - - - - 45 25

100 gm 145 110 145 90 140 100 140 100 170 85

500 gm 750 525 800 450 700 495 700 470 850 400

1 kg 1350 1025 1250 850 1250 900 1200 900 1400 750

Note- Mancozeb – ` 175/kg, recommended dose of mencozeb per acre is 1 kg.


Page | 39

Exhibit 05 - District wise break up of area and production of potato in Bihar

(2000-01)

Sl. No.

Districts Net area

sown (000 ha) Area under

potato(000 ha) Production (000

MT)

1 Purnea 197 12 95

2 Samastipur 183 12 139

3 Katihar 147 7 44

4 Muzaffarpur 208 6 87

5 Vaishali (Hajipur) 121 6 43

6 Patna 216 6 74

7 Saran (Chapra) 194 5 36

8 Nalanda (Biharsharif) 180 4 46

Names under bracket are district hqrs.

Source- Bihar Govt. Web site <www.bihar.nic.in>

Exhibit 06 - Farmers’ Holding Distribution by size class

Sl. No. Categories Land Holding (ha) % holdings

1 Marginal

< .02 .29

.02 - .50 15.37

.50 – 1.0 17.77

2 Small 1.0 – 2.0 18.19

3 Semi Medium 2.0 – 3.00 13.94

3.00 – 4.00 10.03

4 Medium 4.00 – 5.00 7.32

5.00 – 7.50 6.72

7.50 – 10.00 4.41

5 Large 10.00 – 20.00 4.12

> 20.00 1.83

Source: Agriculture Census, 1991.


Page | 40

Exhibit 07 - Comparative Analysis of Market Turnover of Fungicide 2005 - 06

Volume Sale of Mataxyl Chemicals in Year 2004-05 and 2005-06

Ridomi

l

Marvik

k

120 82.65

27 40 45

450

0

50

100

150

200

250

300

350

400

450

500

Marvick Ridomil Master Matco Others Mancozeb

lakhs

0

5

10

15

20

25

Marvick X_Kill Master Matco Others

product

volume (mt)

● 2004- 05

● 2005 - 06


Page | 41

Exhibit 08 - Usual Sale-price (as informed by retailers) (100 gms)

*****

Company

Distributors (`102)

Retailers (`102-105)

Small Retailers (`102-105)

Farmers (`105-120)

why are we not numero uno - xavier university · 2020-06-11 · journal of case research volume ii...

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