Abstract
This study was on brand promotion of hybrid paddy in Koderma district of Jharkhand. It was mainly focussed on positioning of Arize 6444 with respect to other hybrid paddies and to formulate a proper promotional strategy for enhancing the acceptability of Arize 6444. It was found that lots of providers were present who supplied hybrid seeds. Bayer, Nath Bio Genes, Syngenta, and Pioneer Corteva were the providers whose sales were in demand with other like Dhanya seeds, Sri Ram seeds, JK seeds, Kaveri seeds, Advanta India limited. As this study is on brand promotion, so, positioning of this product would be needed to evaluate. majority of sales of hybrid paddy varieties is from Pioneer Corteva company and the varieties name are 27P31 and 27P22 i.e. 3000 kg followed by the Bayer arize 6444 of sales 2500 kg. So that, it would be giving the path to analysis proper strategy and planning to executive the brand promotion by proper promotional strategy in front of the respondents. Three Main parameters Bayer can look up to create demand generation among major agro based companies are trust worthiness, product value, affordability.
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