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    Case Analysis: Kribhco

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    Devi Priya
    KRIBHCO faced challenges marketing its urea fertilizer through weak cooperatives in some states. It analyzed marketing efforts in Haryana and Rajasthan. In Haryana, KRIBHCO adopted a village cluster approach through KRIBHCO Seva Kendras to promote the product using integrated village activities and advertisements. In Rajasthan, KRIBHCO worked to develop proper distribution channels. Suggestions included avoiding commissions, direct transfer of goods and payments, selecting societies with storage, and allocating more promotion funds in Rajasthan.

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    Case Analysis: Kribhco

    Uploaded by

    Devi Priya
    100 views3 pages
    KRIBHCO faced challenges marketing its urea fertilizer through weak cooperatives in some states. It analyzed marketing efforts in Haryana and Rajasthan. In Haryana, KRIBHCO adopted a village cluster approach through KRIBHCO Seva Kendras to promote the product using integrated village activities and advertisements. In Rajasthan, KRIBHCO worked to develop proper distribution channels. Suggestions included avoiding commissions, direct transfer of goods and payments, selecting societies with storage, and allocating more promotion funds in Rajasthan.

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    Kribhco assignment

    Original Title

    GROUP 4

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    KRIBHCO faced challenges marketing its urea fertilizer through weak cooperatives in some states. It analyzed marketing efforts in Haryana and Rajasthan. In Haryana, KRIBHCO adopted a village cluster approach through KRIBHCO Seva Kendras to promote the product using integrated village activities and advertisements. In Rajasthan, KRIBHCO worked to develop proper distribution channels. Suggestions included avoiding commissions, direct transfer of goods and payments, selecting societies with storage, and allocating more promotion funds in Rajasthan.

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    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    100 views3 pages

    Case Analysis: Kribhco

    Uploaded by

    Devi Priya
    KRIBHCO faced challenges marketing its urea fertilizer through weak cooperatives in some states. It analyzed marketing efforts in Haryana and Rajasthan. In Haryana, KRIBHCO adopted a village cluster approach through KRIBHCO Seva Kendras to promote the product using integrated village activities and advertisements. In Rajasthan, KRIBHCO worked to develop proper distribution channels. Suggestions included avoiding commissions, direct transfer of goods and payments, selecting societies with storage, and allocating more promotion funds in Rajasthan.

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    AGRI INPUT MARKETING

    CASE ANALYSIS

    KRIBHCO

    Submitted by:
    Group 4
    16. Gajendra
    17. Harshita Singh
    18. Jatin Mahajan
    19. Jikku Mary John
    20. K.S.Devi Priya
    INTRODUCTION

    KRIBHCO was started in 1980s, its first plant being setup at Hazira and the
    commercial production started in 1986. It had a good image as a cooperative fertiliser
    because of its good quality, packaging and latest technology adopted for production. Being a
    single product (Urea) company, KRIBHCO faced a severe competition from companies
    offering multiple products. Since it had to sell its products only through cooperatives, it faced
    a problem in achieving its marketing goals.

    Cooperative Movement

     The development of cooperative movement was not uniform in the states of Punjab,
    Haryana, UP, Rajasthan and Gujarat.
     In some states (Punjab and Haryana), the state federation was strong and the
    secondary ones were weak and vice versa in some other states (UP, Rajasthan and
    Gujarat)

    In case, Mr. Dharmadhikari studied about the marketing efforts of KRIBHCO mainly in
    Haryana and Rajasthan. The following points are being emphasized in the case

    1. Strength and weaknesses of the effort made by KRIBHCO


    2. To make its place in the market in spite of other tough competitors
    3. To strengthen its network in the villages with weak cooperatives and weak state
    federation
    4. To choose the correct strategy to gain the trust of farmers and strengthen relationship
    5. To minimize the cost and find the most efficient network for the smooth flow of the
    product

    PROBLEMS

    1. Low sales of the fertilizers in the states like Uttar Pradesh and Rajasthan
    2. Gaps in the network of supply of the fertilizers

    MARKETING STRATEGIES
    Haryana - Village adoption Programme- KRIBHCO Seva Kendra adopted a cluster of
    villages and promoted the product by means of integrated village activities.They also
    promoted KRIBHCO through advertisements (wall paintings). The Kendar had a Field
    representative, one Sales staff and one helper.

    Rajasthan - Worked towards a proper channel development.

    SUGGESTIONS

     Commission of RAJFED can be avoided as KVSS can directly take fertilizer from
    KRIBHCO.
     Goods can be directly transferred to KVSS and District Central Bank will make
    payment.
     Societies which have their own godowns should be selected in order to keep their own
    stock of fertilizer
     Allocation of more funds for promotion in Rajasthan as it will help the companies to
    be known among people.

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