Marketing strategies adopted by pesticide companies in Chhattisgarh
Abstract
This study investigates the effectiveness of marketing strategies adopted by pesticide companies in Chhattisgarh, with a focus on insights gathered from 100 input retailers, who serve as key intermediaries between companies and farmers. The research evaluates five core marketing dimensions: product, price, place, promotion, and people, based on retailers’ observations and experiences. The findings reveal that product strategies such as quality certification and trust marks (75%), attractive and informative packaging (66%), and brand positioning (60%) are highly effective in influencing farmer preferences. In the pricing strategies, like flexible credit terms (70%), competitive pricing (57%), penetration pricing (57%), and volume discounts (57%) are widely seen as effective in driving sales and maintaining farmer loyalty. Regarding place strategies, exclusive dealership agreements (61%) and multi-level distribution systems (57%) remain the most trusted by retailers for ensuring timely product availability. Promotional strategies such as field demonstrations (70%) and sales incentives like free samples and gifts (60%) are reported to have strong influence on farmers' buying decisions. People-based strategies, including support from dedicated agronomists (70%), regular farmer engagement, mobile apps, loyalty programs, and helpline services, are also gaining popularity for enhancing customer relationships. In conclusion, the study emphasizes that pesticide companies must adopt a balanced mix of traditional and modern marketing strategies, tailored to local conditions. Retailers, being on the frontlines of the agri-input market, play a crucial role in the success of these strategies and act as key drivers of farmer behavior and brand success.
Full Text
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Introduction
Pesticide companies in India, especially in farming states like Chhattisgarh, use both traditional and modern marketing methods to grow their business. Marketing strategies play a crucial role in the pesticide industry by helping companies connect with farmers, promote product use, and stay competitive. Since pesticides are technical products, farmers rely more on practical demonstrations, trusted advice, and product performance than advertisements. In India, where most farmers have small landholdings, effective and farmer-friendly marketing is essential. Pricing also depends on the company's size. Big brands charge more due to their strong reputation, while others use low prices and discounts to attract farmers. Companies also offer credit and flexible payment options to support farmers and dealers. To reach more villages, pesticide firms use a network of distributors and local dealers. They also train dealers and give them rewards. Some companies now use mobile vans and rural centers to reach remote farmers. Promotions include field demonstrations, farmer meetings, leaflets in local languages, and digital platforms like WhatsApp and YouTube. Some companies even select wellknown farmers to promote their products. Companies also hire field staff and crop experts to guide farmers, give technical help, and collect feedback. They also partner with NGOs, cooperatives, and government departments to reach more farmers and promote safe pesticide use. Finally, digital tools are becoming more popular. Many companies have mobile apps for farmer advice, dealer information, and pest detection. Some use drones, satellite data, and online sales platforms to stay modern and efficient. In short, pesticide companies in Chhattisgarh use a mix of smart products, strong dealer support, farmer-friendly promotions, partnerships, and digital tools to succeed in a competitive market.
Methodology
Nature and Source of Data Primary data
Primary data was gathered directly from 100 input retailers to understand the marketing strategies adopted by pesticide companies. www.extensionjournal.com
Secondary data
Secondary data was collected from research papers, books, journals, and reports from government and non-government agencies to support and complement the findings.
Analytical tools
The study employed percentage and arithmetic mean methods to analyze the data.
Percentage Method
The percentage method was used to standardize data, allowing comparison across categories by expressing values as a portion out of 100.
Where X is the number of respondents in a category, a N is the total number of respondents.
Arithmetic Mean
The arithmetic mean was used to calculate the average value of observations. Mean (X ̄) = ∑Xi / n, Where ∑Xi is the sum of all values N is the number of observations.
Results and Discussion
Marketing strategies adopted by pesticide companies in Chhattisgarh Pesticide companies use various marketing strategies to capture market share, influence farmer behavior, and maintain brand loyalty in a highly competitive and regulated market.
Classification of marketing strategies into five
Product marketing strategies
Product marketing strategies highlights how effective different product marketing strategies are for pesticide companies. Quality certification and trust marks (75%) are considered the most effective, followed by attractive and informative packaging (66%), and brand positioning (60%). Product innovation (56%) is also highly valued. Very few respondents found these strategies ineffective, showing that trusted quality, clear branding, and packaging play a key role in farmers' buying decisions.
Price marketing strategies
The table highlights the effectiveness of various price marketing strategies used by pesticide companies. Flexible credit terms (70%), competitive pricing (57%), penetration pricing (57%), and volume discounts (57%) are seen as very effective by most respondents, showing strong preference for affordability and credit support. Premium pricing has mixed feedback-47% find it very effective, but 12% see low impact. Overall, strategies that offer financial ease and affordability are most successful in the pesticide market.
Place (distribution) marketing strategies
The effectiveness of place (distribution) strategies used by pesticide companies, exclusive dealership agreements (61%) and multi-level distributors (57%) are considered the most effective in reaching farmers. Direct selling has mixed results, with 39% finding it ineffective, though 30% still view it as effective. E-commerce and online sales are gaining traction, rated very effective by 35%, but still face limitations, with 30% finding them ineffective. Overall, traditional and exclusive channels remain the most trusted. www.extensionjournal.com
Promotion marketing strategies
Promotion marketing strategies explains how well different promotional marketing strategies are working for pesticide companies. Most farmers found field demonstrations (70%) and sales promotions like free samples and gifts (60%) very useful. Many also liked farmer training, mass media ads, and digital marketing, showing that companies are using many ways to connect with farmers effectively.
People marketing strategies
The study highlights the effectiveness of people-centric marketing strategies used by pesticide companies. Dedicated agronomists and farmer engagement activities are rated highly effective by 70% and 45% of respondents, respectively. Mobile apps, loyalty programs, and support centers also show strong impact, indicating growing trust in personalized and digital services.
Conclusion
Pesticide companies in India use a range of marketing strategies to reach and influence farmers effectively. Among product strategies, quality certification and trust marks (75%) and attractive packaging (66%) are highly effective, followed by brand positioning (60%) and product innovation (56%), showing the importance of trust and clarity in product presentation.
In price strategies, flexible credit terms (70%), competitive pricing, penetration pricing, and volume discounts (each 57%) are most effective, highlighting farmers' preference for affordability and financial ease. Premium pricing received mixed feedback. Regarding place (distribution) strategies, exclusive dealership agreements (61%) and multi-level distributors (57%) are the most trusted.
Direct selling and e-commerce have limited success, with many farmers still relying on traditional channels.
Promotional strategies such as field demonstrations (70%) and sales promotions (60%) are highly appreciated.
Farmer training, mass media, and digital platforms also play a key role in spreading awareness. Lastly, people-centric strategies like dedicated agronomists (70%) and farmer engagement activities (45%) are considered effective. The use of mobile apps, loyalty programs, and support centers further shows the growing value of personalized and digital farmer support.
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