Brand revival of Asataf; Rallis India Limited, Subsidiary of Tata Chemicals

Abstract

The internship was an all India marketing project, aimed at creating a blue print for the strategic increase in market share for Asataf, one of the flagship products for the company. It was launched in 1986, and has enjoyed a leading market share for the past two decades. However, stiff competition coupled with brand switching and malpractices at the retailer level have resulted in sales stagnating over the past few years, and the need to revitalize the brand to boost market share was felt. Accordingly, the project was based on three key deliverables, conducting a perception study amongst the farmers and channel partners (Customer Intimacy), evolving a strategy for revival of the brand (product Leadership) and chalking out plans to arrest brand switching and achieve the intended market share of 25-30 % (Operational Excellence). The most crucial part of the project was the market study that was conducted across 39 villages, in 13 sales territories across 4 states (MH, AP, Karnataka and TN). Over 200 farmers. and 60 dealers were interviewed and questionnaires were filled up. Based on the quantitative analysis of the collected data and insights gained from the field visits, several recommendations were formulated. Some of them were: a. A brand loyalty program for Asataf which also doubles as an excellent CSR move for Rallis India b. Proposed introduction of two new variants for Asataf in the market, to cover gaps left in the customer demand c. A five point strategy to be implemented at the retailer level to arrest and reverse brand switching and increase sales d. A brand familiarization drive at the grassroots level to reacquaint the customers with the brand e. Increase of the customer base by targeting nontraditional customers and fringe players It was realized during the course of the project that the key issues facing Asataf currently are weakened familiarity with the product for the new generation farmers and fickle loyalty to the brand at the retailer (ground) level. The proposed recommendations and the subsequently devised brand revival strategy were aimed at addreSS'ingt~p'roblem&whlJe.· at the same time creating an emotional connect for the farmers with the product.