College of Agri-Business management c Govind Ballabh Pant University of Agriculture and Technology — “ue Ry : Pantnagar, U.S. Nagar, Uttarakhand “Se Customer Satisfaction and Brand Promotional Acti 's of the product at Kisan Mela A survey done during 112th Kisan Mela from 17/10/2022 — 20/10/2022 at GBPUAQT, Pantnagar, Uttarakhand LCE TAN AN Knowledge grows Submitted To: Submitted By: Amar Chaudhary Anubha Rawat (58573) (Territory Manager at Yara International) ‘Sindhu Chauban (58569) (Omkar Karbhari Vidhate (58570) Vivek Kumar Tiwary (58570)S.NO. TOPIC PG. NO. Introduction 1 and 1 Product portfolio 2 Objective 4 3 Research Methodology 5 4 Results 6 5 Summary and Feedback 10DECLARATIO! This is to declare that we are students of MBA in Agribusiness Management, College of Agribusiness Management (GBPUA&T), Pantnagar, U.S. Nagar, Uttarakhand have given original and authentic data information and have mentioned complete confidentiality to the best of our knowledge in the project titled, To deeply analyze the customer satisfaction and brand promotional activities of the product, during 112" Kisan Mela from 17-20 October 2022. No part of this information has been used for any other assignment. Date: 20 October 2022 Place: PantnagarAcknowledgement Our experience from the interactions has certainly broadened our perspective, by introducing the practical problems faced in the field, as the primary link between an organization and its customers. It has also help us lean and analyze the situations that might be essential to the growth of the business. We would be failing in our duties, if we don’t express our gratitude to Mr. Amar Chaudhary (Territory Manager) and Ms.Ayushi Chauhan (Management Trainee) at Yara Fertilizers, for selecting us for 4 days long live project at “112th Kisan Mela GBPUAQT, Pantnagar’ We are greatly indebted to you sir and ma'am, for constantly guiding us with valuable suggestions and a follow-up for the successful completion of our project. We hope to build upon the experience and knowledge that we have gained and make a valuable contribution to this industry in the coming future. We are very thankful to our institution, College of Agribusiness Management (GBPUA&T) Pantnagar, U.S. Nagar, Uttarakhand, for providing us with this opportunity of experiencing the corporate world before we became a part of it. We gratefully acknowledge and extend our loyal and vulnerable thanks to Dr. R.S. Jadoun (Dean CABM), Dr, Dr. Ashutosh Singh, Dr. Mukesh Pandey, Dr. Saurabh Singh, Dr. Nirdesh Singh, Dr. Jayant Gautam, Dr. Reetika Bhatt, Dr. Sneha Dohare and other teaching & non-teaching staff of CABM, for providing us with this opportunity and their valuable suggestions during the tenure of this project.COMPANY I TRODUCTION Supporting our vision of a world without hunger and a planet respected, we pursue a strategy of sustainable value growth, promoting climate-friendly crop nutrition and zero-emission energy solutions. Yara’s ambition is focused on growing a nature-positive food future that creates value for our customers, shareholders and society at large and delivers a more sustainable food Value Chain. Founded in 1905 to solve the emerging famine in Europe, Yara has established a unique position as the industry's only global crop nutrition company. Yara operates an integrated business model with around 17,000 employees and operations in over 60 countries, with a proven track record of strong returns. In 2021, Yara reported revenues of USD 16.6 billion. ‘Yara has a long history in India and has supplied fertilizers as well as fertilizer raw materials, to the Indian market for more than two decades. Towards the end of the 1990s, Yara recognized that with the changing economic scenario, the Indian consumer was seeking higher quality of fruits and vegetables. This change implied that the Indian growers needed to relook at the nutrition of crops, to improve their yields and quality. Yara Mila the global brand for Yara’s premium range of compound NPK fertilizers for horticultural and plantation crops. Yara Mila range is a soil applied specialty NPK fertilizers with superior nutrient forms and sources.. Yata Vita foliar range of products can add significant value to Indian agriculture. The Yara Vita foliar sprays are developed to target the leaf or fruit, to work fast and to effectively overcome crop deficiencies. Each Yara Vita foliar product is formulated from consistently high quality nutrient compounds with co-formulants to control and enhance New Horizon On 12 January 2018, Yara successfully acquired the Tata Chemicals’ urea business. The 421 MUSD deal included the transfer of all assets and liabilities (working capital) relating to the Babrala plant in Uttar Pradesh. It is the first foreign direct investment in the highly regulated urea sector. .“The acquisition of the Tata Chemicals’ urea business represents a major step forward for us, as we deepen our footprint in the world’s second largest fertilizer market. With this acquisition, Yara has gained a significant position in the Northem region, with access to a strong network of 650-700 dealers and is able to provide enhanced crop nutrition solutions to farmers in North India. Today Yara India has a Pan-India presence and closely working with Indian farmers to fulfil its mission to Responsibly feed the world and protect the PlanetProduct Portfolio YaraMila Complex YaraMila Complex isa premium, pried nitwo phosphate NPK (12-11-18 with sulphur and magnesium), designed maximize erop yield and ‘aly. Each YaraMila ‘Complex pill contains Precisely tlloredbalanced amounts of NPK. So, when applied atthe right rate and in the sight conditions, Yara Mila Complex ensures the aceur tnd balanced uptake of these major nutrients into the crop. Yara Mile Complex has a balenced nitrogen Source, containing both nitrate-N and ammmonium-N {A igh nitrate concentation is « prerequisite to feed {ist growing rope snd ensure good rot developmen, wile the ammonium-N is important to Koop & sustained delivery of nitrogen. YaraMila products are Significantly mote effective on an equal nitrogen basis, therefore, giving better yields and quality ‘YaraL.iva Tropicote is «unique granular ferilier which contains fully sluble calcium in combination with fast acting nivate nivogen to give a top qualiy, highly marketable produce, Its hygroscopic nature means that it readily dissolves when in eontaet with the soil in humid conditions ara night dew. YaraLiva’ YaraLiva Nitrabor is a unique fertilizer which contains fully soluble ealeium and boron in combination with fast acting nitrate nitrogen to give a top quality, highly marketable produceYaraVeera — Neem Coated Urea YaraVera is the global brand name for Yara's value-added urea fertilizers, ‘The YaraVera Neem coated Urea (N 46% manufactured at Yara’s energy efficient manufacturing facility at Babrala, Ustar Pradesh, “Vera” is derived from the Old "Norse word "Vekra” which means to grow" ‘YaraVita foliar micronutrient feilisers are developed to target the leaf or fruit and to deliver a specifie nutrients ‘exactly where and when the erap needs them, boosting crop performance by overcomingObjective To study the consumer satisfaction and their awareness toward the product and therby focusing on promotional and brand awareness activities. Sampling Method: Purposive Sampling YA primary survey was conducted in 112th Kisan mela at GBPUA&T, Pantnagar, Uttarakhand, with the focus to understand the consumer satisfaction of farmers towards the adoption of yara products. Through survey we came to know the major products of the company that farmers preferred which made us aware about the customer retention, Y Feedback of farmers was brought based on which response sheet of the questionnaire was prepared, such as name, district, contact details, landholding, ‘major crops grown by farmers ete. Research Questions 1. Details of the farmers which included the basic information such as farmers name, their contact details, place where they belong from ,area of land holding and major crops they are growing ? 2. Do they use Yara Products? If they are not using then the reasons for not using the product? 4, What major products of Yara they were using? 5. Are they satisfied with the product? 6. Percentage of quality improvement after using the product? 7. How many new farmers are willing to use the product? 8. Rating of the product?Research Methodology Following techniques and tools were used to analyze the data collected and make recommendations,while reaching on the conclusion. Y Research design: Descriptive Resi arch (Descriptive research is used to describe characteristics of apopulation or phenomenon being studied.) Y Source of data: Collected from farmers participating in 112" kisan mela at PUA&T, Pantnagar (Primary Data). Mode of data collect : Individual Survey using questionnaire. Sample size: 250 Data analysis technique: Percentage Analysis S408 Duration of study: 17/10/2022 - 20/10/2022RESULTS Following inputs were received, based on the data collected on different parameters. This section represents the interpretation and graphical representation of feedbacks received from the respondents. Farmers Land 21% Column y 2a Bisse Bi usargina 6% a ‘ies Bi Semiediom Wisma 18% 30% The data was collected, based on the following questions in questionnaire. How many farmers are using yara products @ yes @NoReasons for not using the product @ Not aware @ Price issue @ Non-Avalabiliy of the product in the particular region ofthe farmer Which Yara products consumers mostly used Yara Mia Complex 30,1949) ‘Yara Via Seriphos 22 (142%) Yara ViaStoot 22 (142%) ‘Yara Vita Zintrac 76 (49%) ‘Yaa Va Bortac 28 31%) ‘Yaa La Tropionte 47 (03%) Yara iva Nirabor 4 (642%) Yara Veera- Neem Coated Urea (587%) 6 » 0 0 0 100Level of quality improvement in crop production after using Yara Products How many new farmers, were target customers @ High @ Medium @ low © Target Customer @ Non Target CustomerRating of the products es er es ez er Customer Retention — By checking if consumers are willing to buy the yara Products agai @ Yes @NoSummary and Feedback Overall we received positive feedback from the farmers who were using the yara products, Consumer retention is good as the farmers were happy and satisfied by using the products and willing to buy it again. The major reasons for farmers who were not using were mainly due to cither they were not aware or they had issues related to price and the farmers who wanted to use do not have accessibility of the product because of non-availability of distributor or retailer nearby them, Problem of making product accessible to the farmers was solved here in Kisan mela by making them Aware about the online shopping platform YARA BODEGA app through which they were trained how to use the app for shopping the Yara products online. They were also able to get the discounts on the products ‘through shopping from online platform, SAFAL KISAN PLAN was also introduced by the company for various farmers solution. Our Observations: Farmers had issues related to the price of product. Farmers who want to use the product do not have access. Y Farmers who were satisfied with the product were reluctant to buy it again due to Price, Y There were a few farmers who were not aware. Our Recommendation: Y Provide some added incentives, which motivates farmers buy the products again, Y Number of retailers and distributors should be increased to make the products easily available Y Online shopping platform should be made more improvised Proper app should be there for online shopping platform rather than shopping through the particular link. This will make things systematic for both the company and consumer. Y More awareness should be spread. 10