Evaluation of the Advance Booking Scheme Launched by Pioneer Hi-Bred International Seeds
Pragyaan: Journal of Management, Vol. 7, Issue 1, June 2009
1 Pages Posted: 27 Dec 2009 Last revised: 18 Sep 2012
Date Written: May 22, 2009
The major issues for a retailer to bet his money on any particular brand in the form of advance booking may vary from the attractiveness of scheme to the feedback of farmers regarding performance of the brand in the previous year. The fact, that it also acts as a competition safeguard for the retailers against shortage of stock so as to retain the existing customers, and the reputation of their respective counter as well, also cannot be overlooked.
Of the many innovative ideas, some of the most recent are ensuring the reach of company personnel to every nook-and-corner of the villages and making the availability of Advance Booking Scheme (ABS) brochures in the most common used language of North India, Hindi which have definitely proved its edge in the market owing to which one of the territories of Uttar Pradesh, covering the districts of Bahraich, Gonda, Shravasti and Balrampur recorded a landmark booking.
Pioneer Hi-Bred International Seeds (PHI Seeds’) Sales and Marketing teams continuously keep a watch and come up with new below-the-line (BTL) activities for giving focused attention to the prevailing market conditions. This study aims at evaluating the Advance Booking Scheme (ABS) launched by Pioneer Seeds with its competitors & linkage to sales estimation using historical data on ABS conversion by retailers in various districts of Uttar Pradesh.
Keywords: Advance Booking Scheme, Competition, Seed, Hybrid
JEL Classification: L80, L81, L15, L19, M19, M30, M31, M37, M39, E29, E39, D49
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