Scope of marketing bayer products in West India; Bayer India Limited

Abstract

Bayer is a diversified, international chemicals and healthcare company with operations all over the world. Bayer (India) Limited is the Indian subsidiary of the German based multinational Bayer AG. Chemicals is one of the many divisions of BIL. They are the sole indenters for Bayer AG chemical products in India. This project is a survey of the chemical industries with a view to determine the market characteristics. The survey was carried out in Ankleshwar, Vapi and Tarapore with the aid of an open ended Questionnaire. The survey showed that there exists a potential market for Bayer products in these estates. However, Bayer does not rate well when compared with others in its class of competitors, i.e. BASF and Hoechst. There is a further threat to these class of companies from Japanese, Korean and Italian producers. Bayer has to strive to get closer to the customer in these markets to be able to exploit the potential. Exercises in awareness building needs to be undertaken in these areas. With the advent of liberalization and growing enthusiasm about exports and consequent search for quality raw materials, the atmosphere is ripe for Bayer to take the initiative.