RESOLUTION 2016

Case Study Competition In

association with

POC: Venkatesh- 08547527273

Neeti- 09873230693

Mail Id: simsr.resolution.16@gmail.com

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About the Company

Aries Agro Ltd. was founded by Dr. T. B. Mirchandani and Mrs. BalaMirchandani in 1969. We
are the business of manufacturing of micronutrients and other customized nutritional products for
plants and animals. We started our activity by manufacturing a small range of mineral feed
additives for animals & birds and then diversified into mineral additives for the agriculture use.

In 1975, we diversified into nutrients for plant. We had in-house expertise in the area of mineral
nutrition and thereby decided to concentrate on the same. We conducted research on compounds
that could deliver mineral nutrients to plants more efficiently. This research identified "Metal
Chelates". Through in-house R&D efforts, our Company branched out into Agrochemicals in
1975 with the introduction of Chelated Micronutrients. We pioneered the concept of Chelates in
India with the introduction of "Agromin", a micronutrient fertilizer in the year 1975, followed by
"Chelamin" in 1976. Agromin (chelated micronutrients) and Chelamin (chelated zinc) are the
company's flagship brands. We are one of the leading manufacturer and seller of Chelates in the
Country.

We also conducted in-house R&D to develop bactericides for agriculture. Aries was amongst the
first few to receive license for use of bactericides for agricultural use by the Govt. of India. This
was then followed by the introduction of plant hormones. In 2001, Aries expanded its product
line to include secondary nutrients - sulphur, magnesium and calcium. In the subsequent years,
we continued expanding our plant nutrition product line to include value-added, water-soluble
complexes of nitrogen (N), phosphorous (P) and potassium (K).

Teams and Responsibilities

Please find below the responsibilities of different teams at Aries Agro.

Responsibilities of Marketing team

Pricing of products
Costing of products
Market survey
Brand promotion activities
Launching schemes/ discounts/ conducting flash sales
Product campaigns
New product launch etc.
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Responsibilities of Extension team

Concept penetration/ concept selling

Conduction of concept campaigns keeping in mind farmers perspective
Field survey
Strategies designing
Extension reviewing etc

Presence in India

North East Zone West Zone

Assam Gujarat
Tripura Maharashtra
Nipani in Karnataka

Revenue and Market Share:

Regions Area Revenue(in Cr.) Market Share
Assam
North East 1.6 1.01%
Tripura
Maharashtra 25.66 16.24%
Western Zone Nipani 4.53 2.87%
Gujarat 8.48 5.37%

Visit Website for more detail: http://ariesagro.com/AboutUs/CompanyOverview.html

Current Scenario

Aries Agro has around 800 permanent staff across the entire country as their presence is in 26
states. Aries Agro employs around 1200 employees in the whole year including temporary staff
who are needed only during harvesting season.
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The southern region of the company has the most effective farming techniques followed by their
team. The northern, eastern and western regions have a good team but are much unstructured.
There is no bifurcation between the extension team and the marketing/sales team in the other 3
regions.

This in return is leading to lack of market presence, increasing competition, decrease of farmer
relations, low return per person employed ratios and various other problems at the ground level

Being a market leader and pioneer of its product range Aries Agro promoters feel this will lead
to a larger problem for the organization in the coming years ahead. On the basis of these fears,
facts and calculations the Business development head has decided to create a different extension
team but without increasing the cost/capital expenditure of the company.

It seems an easy task but lot of strategies to be put to use.

Task for You

Get your Management hats on and tell us if you were the business development head of ARIES
AGRO LIMITED what strategies would you use to convince the existing team to change their
responsibilities to extension from marketing.

Rules and Regulation

Submit your solution in MS PowerPoint format containing a maximum of 10 slides
excluding the title and thank you slide
Team name and names of all members should be mentioned in the title slide
The teams will be shortlisted taking into account the strategies being provided backed by
enough relevant data to support the claim
The final submission date of the solution for the case study is 14th Nov, 2016 by 11:59 at the
latest. Failing to do so will result in automatic disqualification
The final shortlist of the top 5 teams will be declared on the 15th of Nov, 2016. The
shortlisted teams must confirm their participation by the 17th of Nov.
Naming Convention: The file must be saved in the format <Team Name>_<College
Name>_Resolution
The subject line of the mail must read Resolution 2.0 Case Study Solution
On the day of the event the 5 shortlisted teams will be allotted a time of 10 minutes to present
their solution in front of the judges which will be followed by a 5 minutes Q&A session
Final Event will be held on the 19th of Nov, 2016 @ the KJ SIMSR Campus, Mumbai and
will be judged by the Aries Agro Team