ºÝºÝߣ

ºÝºÝߣShare a Scribd company logo

Benchmarking for Co X

•Download as PPTX, PDF•
•
A P Dharkar
A P Dharkar

This document provides an overview of the single super phosphate (SSP) fertilizer market and Company X's current market standing and strategies for growth in India. It summarizes SSP sales volumes and market shares by region and state for 2015-2016. It also outlines opportunities for Company X to expand its product portfolio to include NPK mixtures, micronutrients, water soluble fertilizers, and other specialty fertilizers. Specific growth strategies are proposed, including improving product knowledge, visibility, and on-field marketing activities.

1 of 15
Download to read offline
Current Marketing Standing & Growth Prospects for Company X
Overview of Single Super Phosphate in India 24% 53% 10% 13% Geographical Share in Total SSP Sales North West South East Ref: FMS Database, GOI FY2015-16 Sales Volume: 4.70 Million MT
Overview of Single Super Phosphate in India 48% 37% 9% 6% State Share in Total Regional SSP Sales MP MS CG GJ Ref: FMS Database, GOI / FAI Database FY2015-16 Sales Volume: 2.50 Million MT (Western Region)
Overview of Single Super Phosphate in India 41% 33% 16% 9% 1% State Share in Total Regional SSP Sales Raj UP Har Pun Others Ref: FMS Database, GOI / FAI Database FY2015-16 Sales Volume: 1.20 Million MT (Northern Region)
Major Players in SSP (FY2015-16) Ref: FMS Database, GOI / FAI Database All India Market Share Company A : 14% Company B : 13% Company C : 10% Company D : 9% Company E : 5% Western India* Market Share Company A : 18% Company B : 13% Company C : 12% Company D : 11% Company E : 7% * MS & MP Data only (85% of total Western region Northern India* Market Share Company A : 16% Company B : 16% Company C : 13% Company D : 11% Company E : 10% * Raj, UP & Har Data only (90% of total Western region Company X Share: 3% Company X Share: 0.7%
Strategy for Sales Growth Product Knowledge Product Visibility On field Activities Communication Today Future • Product Knowledge – Both to internal team members and Customers • Company & Product Visibility in the local market – through advertisements and other campaigns • Generate Product Pull – Through on field activities.
Strategy for Sales Growth Activities that can be undertaken for Sales Growth • Drafting of literatures for mass distribution. • Preparation of training module. • Designing and printing of crop specific / region specific posters, banners and other promotional inputs. • Conduct Farmer Meetings/ Training Programs • Conduct Retailer Training Programs • Product Positioning Strategy • Meeting Grower Associations • Meeting Farmer Groups (Self Help Groups, Societies, etc)
Strategy for Sales Growth Augmentation of Product Basket by introduction of • NPK mixtures (15% market share of total retail sales) • Water Soluble Fertilizers (44% of SPN segment) • Micronutrient Formulations (44% of SPN segment) • Secondary nutrient mixtures - Ca:Mg:S • Soil conditioners • Biostimulants (12% of SPN segment) - Sea Weed Extract based - Humic Acid based SPN : Specialty Plant Nutrient ( Estimated at INR15000 Cr )
NPK Mixtures Market (FY2015-16) Ref: FMS Database, GOI / FAI Database 10% 30% 43% 17% Geographical Share in Total NPK Mix Sales North West South East FY2015-16 Sales Volume: 9.30 Million MT MP 11%Kar 30% AP 30% TL 21% GJ 21% MS 64%
Micronutrient Market (FY2015-16) Ref: FMS Database, GOI / FAI Database Kar 30% AP 30% Kar20% Pun15% Mah13% UP, 12% Har10% WB 7% CG 2% M P 2% Guj 1.50% Other states account for 18% (major is AP) FY2015-16 Sales Volume: 2.25 Lac MT (Estimated)
Micronutrient Market (FY2015-16) • Micronutrient market size (Including chelated and non- chelated products) 2015-16 Est : 225000 MT • Chelated micronutrient market size (Approx 13%-15% of micronutrient market) 2015-16 Est : 33000 MT • Usage type of entire micronutrient category of products oMajorly used for soil application (65%-70%) oFoliar application accounts for balance 30% - 35% oState grades are used predominantly in most crops. oSingle micronutrient usage is prevalent in specialized crop segments like Grapes, Pomegranate, Paddy, Wheat, Greenhouses and sparingly in Cotton.
Water Soluble Fertilizers (FY2014-15) AP 30% • WSF market size 2014-15 Est : 120000 MT Sr. No. Technical name N-P2O5-K2O Sr. No Technical name micronutrie nt 1 Potassium Nitrate 13-0-45 1 Chelated zinc Zn -12 2 Mono potassium Phosphate 0-52-34 2 chelated Iron Fe -12 3 Mono ammonium Phosphate 12-61-0 3 Boric acid B-17 4 Potassium Sulphate 0-0-50 4 DSOB B-20 5 Calcium Nitrate 15.5-0-0 5 DSTB B-15 6 N - P2O5 - K2O 19-19-19 These are the product we can use as specialty fertilizers 7 N - P2O5 - K2O 20-20-20 8 N - P2O5 - K2O 18-18-18 9 N - P2O5 - K2O 13-40-13 10 N - P2O5 - K2O 6-12-36 11 N - P2O5 - K2O 15-5-26 12 N - P2O5 - K2O 12-30-15 13 N - P2O5 - K2O 12-32-14 14 N - P2O5 - K2O 17-44-00 15 N - P2O5 - K2O 7.6-23.5-7.6 + 3.5 Products/Grades listed in FCO Ref: Industry sources
28 14 17 15 6 4 2 2 1 12 MHA A.P. T.N. Karntaka Gujrat M.P. Punjab Hariana H.P. Others Water Soluble Fertilizers (FY2014-15) State wise share Ref: Industry sources
Water Soluble Fertilizers (FY2014-15) Grade wise Consumption 27 13 119 13 20 8 % 19-19-19 13-0-45 12-61-0 0-52-34 0-0-50 cal.Nitrate others Ref: Industry sources
Water Soluble Fertilizers (FY2015-16) Why Water Soluble Fertilizers: Increasing use of Micro Irrigation Systems in various crops. Low labour availability and rising labour cost. New breed of farmers is more tuned towards Fertigation WSF Options 12 : 61 : 00 00 : 00 : 50 13 : 00 : 45 13 : 40 : 13 00 : 52 : 34 12 : 11 : 18 17 : 00 : 45 19 : 19 : 19 15 : 15 : 15 Ca-Nitrate Ref: Industry sources

More Related Content

Benchmarking for Co X

  • 1. Current Marketing Standing & Growth Prospects for Company X
  • 2. Overview of Single Super Phosphate in India 24% 53% 10% 13% Geographical Share in Total SSP Sales North West South East Ref: FMS Database, GOI FY2015-16 Sales Volume: 4.70 Million MT
  • 3. Overview of Single Super Phosphate in India 48% 37% 9% 6% State Share in Total Regional SSP Sales MP MS CG GJ Ref: FMS Database, GOI / FAI Database FY2015-16 Sales Volume: 2.50 Million MT (Western Region)
  • 4. Overview of Single Super Phosphate in India 41% 33% 16% 9% 1% State Share in Total Regional SSP Sales Raj UP Har Pun Others Ref: FMS Database, GOI / FAI Database FY2015-16 Sales Volume: 1.20 Million MT (Northern Region)
  • 5. Major Players in SSP (FY2015-16) Ref: FMS Database, GOI / FAI Database All India Market Share Company A : 14% Company B : 13% Company C : 10% Company D : 9% Company E : 5% Western India* Market Share Company A : 18% Company B : 13% Company C : 12% Company D : 11% Company E : 7% * MS & MP Data only (85% of total Western region Northern India* Market Share Company A : 16% Company B : 16% Company C : 13% Company D : 11% Company E : 10% * Raj, UP & Har Data only (90% of total Western region Company X Share: 3% Company X Share: 0.7%
  • 6. Strategy for Sales Growth Product Knowledge Product Visibility On field Activities Communication Today Future • Product Knowledge – Both to internal team members and Customers • Company & Product Visibility in the local market – through advertisements and other campaigns • Generate Product Pull – Through on field activities.
  • 7. Strategy for Sales Growth Activities that can be undertaken for Sales Growth • Drafting of literatures for mass distribution. • Preparation of training module. • Designing and printing of crop specific / region specific posters, banners and other promotional inputs. • Conduct Farmer Meetings/ Training Programs • Conduct Retailer Training Programs • Product Positioning Strategy • Meeting Grower Associations • Meeting Farmer Groups (Self Help Groups, Societies, etc)
  • 8. Strategy for Sales Growth Augmentation of Product Basket by introduction of • NPK mixtures (15% market share of total retail sales) • Water Soluble Fertilizers (44% of SPN segment) • Micronutrient Formulations (44% of SPN segment) • Secondary nutrient mixtures - Ca:Mg:S • Soil conditioners • Biostimulants (12% of SPN segment) - Sea Weed Extract based - Humic Acid based SPN : Specialty Plant Nutrient ( Estimated at INR15000 Cr )
  • 9. NPK Mixtures Market (FY2015-16) Ref: FMS Database, GOI / FAI Database 10% 30% 43% 17% Geographical Share in Total NPK Mix Sales North West South East FY2015-16 Sales Volume: 9.30 Million MT MP 11%Kar 30% AP 30% TL 21% GJ 21% MS 64%
  • 10. Micronutrient Market (FY2015-16) Ref: FMS Database, GOI / FAI Database Kar 30% AP 30% Kar20% Pun15% Mah13% UP, 12% Har10% WB 7% CG 2% M P 2% Guj 1.50% Other states account for 18% (major is AP) FY2015-16 Sales Volume: 2.25 Lac MT (Estimated)
  • 11. Micronutrient Market (FY2015-16) • Micronutrient market size (Including chelated and non- chelated products) 2015-16 Est : 225000 MT • Chelated micronutrient market size (Approx 13%-15% of micronutrient market) 2015-16 Est : 33000 MT • Usage type of entire micronutrient category of products oMajorly used for soil application (65%-70%) oFoliar application accounts for balance 30% - 35% oState grades are used predominantly in most crops. oSingle micronutrient usage is prevalent in specialized crop segments like Grapes, Pomegranate, Paddy, Wheat, Greenhouses and sparingly in Cotton.
  • 12. Water Soluble Fertilizers (FY2014-15) AP 30% • WSF market size 2014-15 Est : 120000 MT Sr. No. Technical name N-P2O5-K2O Sr. No Technical name micronutrie nt 1 Potassium Nitrate 13-0-45 1 Chelated zinc Zn -12 2 Mono potassium Phosphate 0-52-34 2 chelated Iron Fe -12 3 Mono ammonium Phosphate 12-61-0 3 Boric acid B-17 4 Potassium Sulphate 0-0-50 4 DSOB B-20 5 Calcium Nitrate 15.5-0-0 5 DSTB B-15 6 N - P2O5 - K2O 19-19-19 These are the product we can use as specialty fertilizers 7 N - P2O5 - K2O 20-20-20 8 N - P2O5 - K2O 18-18-18 9 N - P2O5 - K2O 13-40-13 10 N - P2O5 - K2O 6-12-36 11 N - P2O5 - K2O 15-5-26 12 N - P2O5 - K2O 12-30-15 13 N - P2O5 - K2O 12-32-14 14 N - P2O5 - K2O 17-44-00 15 N - P2O5 - K2O 7.6-23.5-7.6 + 3.5 Products/Grades listed in FCO Ref: Industry sources
  • 13. 28 14 17 15 6 4 2 2 1 12 MHA A.P. T.N. Karntaka Gujrat M.P. Punjab Hariana H.P. Others Water Soluble Fertilizers (FY2014-15) State wise share Ref: Industry sources
  • 14. Water Soluble Fertilizers (FY2014-15) Grade wise Consumption 27 13 119 13 20 8 % 19-19-19 13-0-45 12-61-0 0-52-34 0-0-50 cal.Nitrate others Ref: Industry sources
  • 15. Water Soluble Fertilizers (FY2015-16) Why Water Soluble Fertilizers: Increasing use of Micro Irrigation Systems in various crops. Low labour availability and rising labour cost. New breed of farmers is more tuned towards Fertigation WSF Options 12 : 61 : 00 00 : 00 : 50 13 : 00 : 45 13 : 40 : 13 00 : 52 : 34 12 : 11 : 18 17 : 00 : 45 19 : 19 : 19 15 : 15 : 15 Ca-Nitrate Ref: Industry sources