A Project Report on

Conquest Analysis of M & M For Nagpur District At Mahindra & Mahindra Ltd, Farms Equipment Division, Nagpur

Submitted to University of Pune In the partial fulfillment of the degree of

Master in Business Administration
Submitted by

Vikrant R Adhav
MBA (Marketing) (2005-2006)

Under the guidance of

Prof. Abhay Kardeguddi

Vishwakarma Institute of Management, Pune 2005-2006

TO WHOMSOEVER IT MAY CONCERN

This is to certify that Mr. Vikrant R Adhav is bonafide student of Vishwakarma Institute Of Management, Pune. He has successfully carried out his Summer Project titled, Conquest analysis Of M & M For Nagpur District Equipment Division, Nagpur. in M & M, Farms

This is the original study of Mr. Vikrant R Adhav, and important sources used by him have been acknowledged in his report. The report is submitted in the partial fulfillment of two-year full time course of Master in Business Administration (2004-2006) as per the rules of the Pune University. He has worked under our guidance & direction.

Dr Sharad Joshi (Director, VIM)

Prof.Abhay Kardeguddi (Project Guide)

ACKNOWLEDGEMENT

I, Adhav Vikrant Ramkrishna feel highly enraptured while expressing my deepest sense of gratitude & indebtedness towards Mr. A.K Vij, Mr Kiran Shardul (Marketing Dept) for the supervision & guidance to the project with keen interest & enthusiasm . I am very thankful to Mrs.Lalita Nene, Mr.S Chatterji for giving me an opportunity of In plant Training in their esteemed organization I am also thankful to Mr.Abhay Kardeguddi (Project Guide) for guiding me throughout the project. I am also thankful of Dr.sharad Joshi for his valuable guidance. Lastly, I am thankful to all those who directly or indirectly rendered help in completion of this project.

My best wishes are with them & The Company.

Yours Thankfully,

Vikrant Ramkrishna Adhav
M.B.A II (MARKETING)

CONTENTS

1. Objective Of The Project 2. Company profile 3. Executive Summary Of The Project 4. Research Methodology 5. Analysis & Interpretation Of Data 6. Conclusion 7. Suggestion 8. Bibliography

e. Land owned.Swaraj owners while purchasing tractor To know crops grown . Use of tractor. . Habits of tractor owner. Victory Analysis of M & M Tractors in Nagpur District The other Objective of the project are as follows To know about the preferences of M & M owners & Swaraj owners while buying a tractor To know awareness Of M & M & Swaraj owners about other tractors & models To know the Information Sources Preferred by M & M & Swaraj owners before buying tractors.Objective Of The Project The main objective of the project is To carry out Conquest analysis i. To Know the persons who influences the final buying decision of customer &To Know Performance parameters taken into consideration by M & M & Swaraj owners before buying tractor To Know Likes & Dislikes of M &M owners about M & M Tractor & to know the reasons due to which Swaraj owners did not bought M & M tractor To know the Sources of Finance used by Tractor owners To know 2nd choice of M & M .

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The late 1960's witnessed the beginning of a new revolution in India. the flag-ship company of India's Automobile giant the Mahindra Group. The core business of the group of producing Utility Vehicles.C. Today. Tractor Division. It can boast of having 8 state-of-the-art factories. which now has a capacity of producing over 80. Mahindra in 1945 just at the dawn of India's Independence with a vision to manufacture and market Jeeps.000 sq. Mahindra & Mahindra is one of the top ten private sector companies in India.e.C. Mahindra & Mahindra took the lead and responded by launching their new "INTERNATIONAL" range of modem high performance tractors. was founded by two enterprising brothers K. Light Commercial Vehicles and Tractors has grown by leaps and bounds over these years. it set up international Tractor Co.The Orange City of Maharashtra . Mahindra & Mahindra Ltd. meters employing over 17.00. In technical Collaboration with the international Harvester Co.. .U.000 Tractors. Ltd. which gradually rose to 16. is the Farm Equipment Sector (Tractor Division) which was started way back in 1963. of India Ltd.C. The initial annual production was 3500 tractors .000 tractors The Farm Equipment Sector has manufacturing facilities at four locations i. manufacturing facilities together cover an area of over 5.. Mahindra & J.T.I merged with the parent company to be rechristened as Mahindra & Mahindra Ltd. (LT.I) in 1963..000 technical and non-technical personnel..Mahindra & Mahindra Company Profile Mahindra & Mahindra Limited.C. One of the most progressive and dynamic divisions of Mahindra & Mahindra Ltd.A western suburb of Mumbai in the State of Maharashtra Nagpur. Kandivil . The Green Revolution".K. I. in 1978.

S.In Uttaranchal Jaipur In Rajasthan Market Position: Mahindra & Mahindra Ltd. 500 Dealers.A. 27 Area Offices. is the market leader consecutively for 22 years in the Indian Tractor industry. & 78 Stockiest in India.Uganda.Ghana .Sudan. Bangladesh .S.Chile.' The company has already exported over 6500 Tractors and have established a new subsidiary' in the US viz. The company has already exported over 8500 Tractors to African Countries viz.South neighboring Countries Nepal.Inc.Mexico.Zambia. The Company has already produced and sold over 10. since 1983.. with a market share of 31%. Mahindra Tractors Are at the cutting edge of the Tractor industry determined to be the 'WORLD LEADER BY THE YEAR 2005.000 Tractors.Syria. M&M has also made significant progress in the intensely competitive overseas market. Africa & Quality Standards : Mahindra & Mahindra has also received ISO:9001(Kandivali Plant). & ISO 9002 QS-9000 (Nagpur Plant) the prestigious international quality certificate from RWTUV Germany for Design.Rudrapur . Mahindra U.Thyland.NewZealand.S.A.Kongo. In Maharashtra it has 32 Dealers & 11 Stockiest .Australia.Guyana.Malaysia. Manufacture.Iran.M&M has won DEMING ALLPICATION PRIZE in 2003 given by JUSE. . In addition to capturing the domestic market. Srilanka. M& M has 4 factories. Marketing & Servicing of Tractors.JAPAN. It is the only tractor company in world to get this prize for quality Management.Turkey.00..China etc. M&M has also achieved a major break through in the U. Zimbabwe. Market. at Houston with the objective of increasing its sales in the U.

25.0 10.7 15.2 100 Source: TMA .9 14.6 100 4391 2589 2441 1503 2662 1305 690 1771 17352 .9 13.0 7.7 8.Our Present Product Range Up to 30 HP Yuvraj 265 DI Sarpanch 265 DI Bhoomiputra 30-40 HP Arjun 445 DI 275 DI Sarpanch 275 DI Bhoomiputra 475 DI Sarpanch 475 DI Bhoomiputra More than 40-HP 575 DI Sarpnch 575 DI Bhoomiputra 585 DI Sarpanch Arjun 605 DI Arjun 555 DI Marketing Bulletin Regarding Tractor Sales May 2005 Sales Market share (%) May 2004 Sales Market Share (%) I I Make MAHINDRA TAFE SWARAJ SONALIKA ESCORTS EICHER HMT OTHERS INDUSTRY TOTAL 6081 2835 2569 1843 1527 1361 620 2226 19062 31.5 4.3 11.1 8.3 7.9 14.1 3.3 14.5 9.

Special Features of Mahindra Tractor : Since Mahindra Tractors have been manufactured by using advance technology & also manufactured in a factory possessing ISO-900l & QS-9000. warranty 9) Safety Brakes arrangements are present 10) High load carrying capacity Special features of Arjun model of Mahindra Tractor: The Arjun model is a new model launched by Mahindra &. 2) Due to Hy.Mahindra.attachment. These Special features of Mahindra Tractors are as given below: 1) Proper & effective utilisation of fuel. Therefore there exist some special features. 2) Less . Tractor is having higher load carrying capacity & therefore Tractor becomes more suitable for Agricultural work & other work. .F.L. The special features of this Arjun model are as given below: 1) Due to Double Life P.Engine a) Tractor is possessing high power b) Engine Life is 8000 hrs c) Saving of fuel.maintainance cost. 3) More deep ploughing is possible 4) Engine is having longer life.TECH-HYDRAULICS . 5) Comfortable driving 6) Gar-box suitable for all kinds of works is present 7) Mahindra Tractor works excellently in all types of soils 8) 2 years or 2000 hrs. .

. 4) Due to Power Steering tractor is easy for driving 5) Due to Constant Mesh Gear Box Attachment. 8) Powerful Halogen lamps become more useful in night.tractor is having longer life. shifting of gears becomes easy & tractor become more suitable for agriculture work.3) Due to DRY TYPE AIR CLEANER . 7) Less consumption of Diesel & oil. less maintenance & good protection to engine. 6) Battery is having less maintenance.

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The areas covered in this project are Mouda. Purchase details & Profile of the Respondent. parsheoni. The tractor owners contacted during the project were the owners who had bought M & M and Swaraj tractors during last 5 yrs. Majority of tractor owners are the owners who had bought tractor in last 3 years. Ramtek . In Tractor History all the details about tractor is taken like Make & model Registration No etc. The reason behind taking 30 no as sample size of Swaraj owners is that even though they are main competitors of M & M. The areas to be covered were those areas where tractor population is good.These areas are Taluka places & their surrounding villages. In Consideration & Awareness the Other tractors considered by respondent at the time of buying & are awareness about other tractor companies is tested. Nagpur. Hingna.Buying Process . The sample size was 60 Owners of M & M tractors & 30 owners of Swaraj tractors. Kamthi. The reason behind selecting Swaraj Co is that Swaraj is the main Competitor Of M & M tractors in Nagpur Region. .Project Introduction The project was carried out in Nagpur District. Consideration &Awareness .The Questionnaire contains five Sub topics Tractor History. their tractor population is less as compared to M & M. The data was collected by using a Questionnaire .

Main influencers on final decision are traced out In Purchase details.Finally on the basis of all this Suggestions are given to the Company. the financial Sources Used. The Crops grown.In Buying Process the information sources used by tractor owners. In Profile of the Respondent. Land Cultivated. is traced out. His Financial Position is traced After filling the entire questionnaire the data collected is Analyzed. . use of tractor for Agriculture & Non agriculture. His habits. Price of tractor. Interpreted using various techniques After all this the conclusions are drawn .

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Research Methodology Research Instrument: Structured Questionnaire Sampling Plan: 1. Sample method: convenience sampling 2. Sample size : 90 for M & M and 30 for Swaraj Sampling Design: Convenience Sampling There are various method of sample design are available but t conduct this Survey we select Convenience Sampling which is based on Convenience of Researcher. 2) Secondary Data :The secondary data are those which have already been collected by some other agency & which have previously been collected by some organization to satisfy it s own need but it is being used by other department under reference for an entirely different reason. Such data are published by authorities who themselves are responsible for their collection. Types Of Data Basically there are two main types of data 1) Primary data 2) Secondary Data 1) Primary Data :The primary data are those which are collected fresh &for the first time & thus happen to be original in character. The respondent sample is included in it merely because of their availability on point where survey is in progress & tractor being up to 5 yr old. .

Methods for collecting Primary Data: a) Interview Method of Data Collection b) Observation Method of Data Collection c) Questionnaire Method of Data Collection Method for collecting Secondary Data d) Record Review Method of Data Collection For Project Methods for collecting Primary Data For our Project we used following method a) Questionnaire Method of Data Collection According to this method a questionnaire is used for asking questions to respondents. . pamplets & annual reports of M & M Co have been studied to gather the necessary information. Method for collecting Secondary Data a) Record Review Method According to this method of secondary data collection manuals. A special & related question format is prepared for this. brouchers. magazines.

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Total Samples Of Tractor Owners Taken In Nagpur District 90 nos. Company wise Distribution 1) Mahindra & Mahindra 60 no 2) Punjab Tractors Ltd (Swaraj Tractors) 30 no Areas Covered In Project Mouda. Ramtek. Hingna. Nagpur Area wise sample Distribution No 1 2 3 4 5 6 Total Area Mouda Ramtek Kamthi Parsheoni Nagpur Hingna M&M 12 11 18 10 06 03 90 Swaraj 18 02 05 03 02 00 30 Total 30 13 23 13 08 03 . Kamthi. Parsheoni.

JanDec.Model & Year wise distribution of M & M owners Model Nos . 2001 JanDec 2002 Jan Dec 2003 Jan Dec 2004 Jan Dec 2005 475 DI Sarpanch 16 1 1 5 8 1 475 DI Bhumiputra 2 0 0 0 0 2 575 DI Sarpanch 20 2 3 3 8 4 595 DI Superturbo 8 0 0 0 6 2 275 DI Sarpanch 5 1 1 0 0 3 275 DI Bhumiputra 2 1 0 1 0 0 Arjun 605 DI 5 0 0 2 1 2 Arjun 555 DI 2 0 1 0 1 0 Total 60 .

Model & Year wise distribution of Swaraj owners Jan.Dec.Dec 2002 Jan Dec 2003 Jan Dec 2004 Jan Dec 2005 Swaraj 735 FE 6 2 1 1 2 0 Swaraj 744 FE 16 0 2 3 1 0 Swraj 855 7 1 2 1 2 1 Swaraj 855 Delux 1 0 0 0 0 1 Total 30 Q. 3 a) For M & M Owners M&M Total M & M Repeat buyer as 1st Choice Other tractors as 1st choice 60 20 29 11 Total M & M 60 49 Swaraj 4 FNH 2 L&T 2 MF 1 Escorts Sonalika 1 1 . Model Nos 2001 Jan.

33 93.33 13.33 18.66 23.33 75 31.66 5 12 40 .33 16.33 For Swaraj owners Total No of owners Swaraj as 1 st choice M & M as 1st choice Sonalika as1st choice 30 Most Considered Model No 1 2 3 4 15 14 1 Model Swaraj 735 FE Swaraj 744 FE Swaraj 855 Swaraj 724 FE 575 DI Sarpanch Nos 19 28 28 5 Percentage 63.33 93.Most Considered Model No 1 2 3 4 5 6 Model 575 DI Sarpanch 475 DI Sarpanch 275 DI Sarpanch 595 DI Super Turbo 605 DI Arjun 265 DI Sarpanch Nos 47 45 19 14 11 8 Percentage 78.

66 55 43.33 43.33 46.33 35 .66 56. Ford New Holland L & T John deere Swaraj 735 FE Nos 39 36 30 30 37 34 33 26 28 25 30 29 26 21 Percentage 65 60 50 50 61.6 475 DI Sarpanch 14 46. Swaraj 744 FE Swaraj 855 Escorts 575 DI Sarpanch 475 DI Sarpanch M & M Co.66 41. 275 DI Sarpanch Swaraj Co.66 50 48. Sonalika Co. Messey Fergusson Co. 3) C) Awareness of M & M owners about M & M and other tractors No 1 2 3 4 5 6 7 8 9 10 11 12 13 14 Model Eitcher Co.66 Q.

33 73. Escorts Co.33 73.66 53.33 73.66 46.66 56.Awareness of Swaraj owners about M & M and other tractors No 1 2 3 4 5 6 7 8 9 10 11 12 Model Messey Fergusson Co.33 70 66. Nos 25 22 22 22 21 20 20 17 17 16 14 14 Percentage 83.66 66. L & T Co.33 46.66 . Sonalika Co. Ford New Holland Co.66 56. Swaraj 744 FE Swaraj 855 Swaraj 735 FE 575 DI Sarpanch 475 DI Sarpanch 275 DI Sarpanch Eicher Co.

66 31.66 Nos 50 56 39 Percentage 83.00 50.00 20.33 93.66 26.00 90.33 65 For Swaraj Owners No 1 2 3 4 5 Source Other tractor owners Friends/Relative Mechanic Tractor Dealers Family Members Nos 30 27 21 15 06 Percentage (%) 100.Q.66 1.00 . 4) Information Source / Information Sources For M & M No 1 2 3 4 5 6 7 Source Friends/Relative Other tractor owners Mechanic Previous experience of tractor Tractor Dealers Family Members Sales Person 19 19 16 1 31.00 70.

66 46.33 10 12 40 6 20 20 66.33 50 Percentage 13.33 3.66 8.33 28.Q 5) Main Influences For M & M No 1 2 3 4 5 6 7 8 Influences Family members other relatives Friends Other Tractor Owners Tractor Dealers Mechanic Television Own decision Total Nos 9 1 5 17 3 0 0 25 60 41. 6) Factors affecting buying decision : For Swaraj Nos 51 40 31 28 24 18 11 6 Percentage 85 66.66 51.33 Q.66 Percentage 15 1.66 Nos 27 Percentage 90 For M & M No Factors 1 2 3 4 5 6 7 8 Reasonable smaint/ Running cost Fuel efficiency Cheap & easy avail of spares Engine power Easy avail of service Application suitability Fase of driving Tractor styling .33 5 For Swaraj Nos 4 0 1 15 0 0 0 10 30 3.66 40 30 18.

66 25 6.66 7 23.66 16.66 Disliked Parameters to M & M owners No 1 2 3 4 5 6 7 Factors Experience at dealership Price Wear of rear tyres Size of fuel tank Hydraulic Problem Oil Leakage Sales Persons Behaviour Nos Percentage Pre Post Warranty Warranty 7 7 14 5 5 4 4 3 3 46. .66 13.7 ) No 1 2 3 4 5 6 7 Liked Parameters to M & M owners Factors Tractor quality Power Fuel Efficiency Driving Comfort Styling of Model Status Spares availability Nos 43 31 39 27 25 15 4 Percentage 71.33 10 10 4 1 3 3 1 1 2 Note : 30 owners have no dislike at all.33 Q.33 13.66 16.66 51.9 10 Resale value Good financing option 7 11.66 65 45 41.

8) Main (Only) cause for not buying M & M No 1 2 3 4 5 Cause Relevant Financing not available Friends advice More maintenance of small type Less speed in work Plough work not good Others (Dealers advice .33 2 Other important reasons.33 10 6. 6 5 4 3 2 Percent age 20 16.Too costly Nos. not good in mud .66 Previously owned M&M 2 1 1 1 6 10 33.66 13. dealers late approach. No 1 2 3 4 5 Cause Friends advice Low fuel efficiency Not enough power No tractor owner friend have it Relevent financing Nos 8 6 5 4 4 .Q.want to try new tractor .

Q.9 ) a) About Discount Company M&M No. of customers getting Discount 10 In Last 2 yrs.66 4 13. 9 Before Last 2 yrs. 9) C) About Implements Company M&M Without Percentage Implements With implements Percentage 57 95 3 5 Swaraj 26 86. 1 Swaraj 3 2 1 Total 13 11 2 Q. 9) e) Managing Finance For Tractor No Sources of Funds Nos M&M Swaraj 1 2 3 Complete Cash Down Payment Partly from loans & Partly from savings By selling old tractor 17 66 7 13 42 5 4 24 2 .33 Total 83 Q.

For M & M owners No Sources of Funds Complete Cash Down Payment Nos Within last 2 yrs Percentage Before last 2 yrs Percent age 1 13 9 69 4 31 2 Partly from loans & Partly from savings 42 33 78 9 22 3 By selling old tractor 5 3 60 2 40 For Swaraj owners N o 1 Sources of Funds Nos Within Percentage last 2 yrs Before last 2 yrs Percentage Complete Cash Down Payment 4 1 25 3 75 2 Partly from loans & Partly from savings 24 18 75 6 25 3 By selling old tractor 2 2 100 0 0 .

Q. 11) Source of Loans No Source of Funds M&M Swaraj 1 Loan & Savings 42 24 No Company Nationalised Cooperative Bank Bank 1 2 M&M Swaraj 31 18 3 3 Pvt. Bank 0 1 Total 42 24 No M&M owners (Within warranty) Nationalised Bank Cooperative Bank Pvt. Finance companies Pvt Bank 1 33 22 3 8 (MMFSL-7) 0 . Finance Companies 8 2 Pvt.

good in farm & mud Previous experience. good fule efficiency. Working speed . less maint. 12) Selling Old Tractor Within 2 yrs No. good quality. Ford to Swaraj =1 2 0 Q. brand name Good substitute to M & M Good in farms Low maintenance 2 Messey Fergusson L & T John Deere 10 6 3 4 Sonalika Eicher Ford HMT 3 3 3 1 5 6 7 Note : 4 Customers told that they will not buy any tractor other than M & M . Good quallity. less maintenance Good power. Low maint. success in area.13) 2nd Choice of M & M owners No 1 Swaraj 31 Company Name Nos Reason Good Power. Less maint. M&M 5 (M & M to M &M = 4 MF to M & M = 1) Before 2 yrs 1 3 2 Swaraj 1 2 MF to Swaraj 1.Q.

to MF to Swaraj MF to M & M Ford to Swaraj Nos 2 2 2 . Fuel efficiency. Spare availability 2 3 Sonalika L&T 1 1 Low maintenance Wish to try new tractor No 1 Previously owned M &M 27 M & M to M&M 20 M & M to Swaraj 7 No Previously owned Swaraj Swaraj to M & M Swaraj to Swaraj 1 5 0 5 No 1 2 3 Shift from .2nd choice of Swaraj owners No Company Nos Reason 1 M&M 28 Less maint. Brand name.

6.levelling field.Q.Removing grass.Ploughing. 3. 16 : Cultivating Practices No 1 2 3 4 Total Activities 1 to 5 & 12 1 to 5 1 to 6 & 12 1 to 6 Nos 49 12 29 0 90 M&M 35 9 16 0 60 Swaraj 14 3 13 0 30 1.Sowing 12 .Breaking land.rent to others Q. 4. 17 : Non Agricultural activities of Tractor Owners No 1 2 3 4 5 Activities None Transporting Goods Transporting passengers Construction (2 & 4) Total Nos 36 45 0 1 8 90 M&M 26 27 0 1 6 60 Swaraj 10 18 0 0 2 30 .Cutting crops residue. 2. 5 .

22) Margin Money paid to dealer No 1 2 3 4 5 6 7 8 9 10 11 12 Total Amount 30.000 90.15.000 70. Krishi vigyan.000 1.000 80. Nyanganga 4 1 Q.00.000 60. 18) Habits Of Tractor Owners No 1 Items Watch TV (DD1) Watch cable M&M 50 10 Swaraj 28 2 2 Listen to Radio Not listen to Radio 18 42 7 23 3 Reads magazine (India today.000 1.Q.000 50.50.000 M&M 2 2 7 12 5 12 5 1 12 1 0 1 60 Swaraj 0 1 7 8 1 3 2 2 6 0 0 0 30 .000 1.000 1.20.000 75. Saptahik sakal.000 40.

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But main Influencer is Tractor owners.e.& Mechanics resply In case of M & M the main Influencers in final buying decision are Own decision. M & M and Swaraj the mostly used Information sources are Other Tractor Owners.Escorts.Messey Fergusson. Cheap & Easy Availability of Spares & Service.Sonalika In both cases i.Fuel efficiency. . In case of M & M the parameters affecting buying decision are Reasonable maint. Fuel Efficiency.& Application suitability. But main Influencers is Owners own Decision In case of Swaraj Main Influencers in final buying decision are Other tractor owners. Application suitability All the respondents including Swaraj Owners Knows M & M tractor& its models 56 % of the Swaraj owner's first choice was M & M & 90 % of Swaraj owners rates M & M as 2nd choice Apart from M & M other most known tractor companies are Eicher. Engine Power.Own Decision resply.Swaraj.engine Power. Friends/Relatives. Application suitability. In case of Swaraj the parameters affecting buying decision are Reasonable Maint. Cheap & easy avail of spares& Service. family members. Tractor owners.Conclusions The main reasons for M & M s Victory are Parameters like Reasonable maintenance .

Driving comfort. Most of the tractor owners of both M & M and Swaraj don t buy implements along with tractor.Gram.& Styling of model The Most Disliked parameters to M & M owners are Experience at Dealer. Friends advice.Cotton.Fuel Efficiency.Hydraulic Problem. Most of the tractor owners .Wheat.33% of M & M owners have only one tractor & remaining have more than 1 tractor while in case of Swaraj 100% of Swaraj owners have only one tractor. Paddy.Wear of rear tyres. Not a single Tractor owner took Test Drive before buying tractor Doordarshan is most popular T.Vegetables. The main Crops taken by Tractor owners are Soya bean. 45% of M & M and 60% of Swaraj owners use tractor for Transporting Goods 43% of M & M and 33% of Swaraj owners don t use tractor for nonagricultural use. The main reason for not buying M & M are Relevant financing sources not available. .channel & Lokmat is the most popular Newspaper 93. 75% of M & M & Swaraj owners both has taken loan from Nationalized Banks.Price.V. More maintenance.The Most Liked Parameters to M & M owners are Tractor Quality Power.of both M & M and Swaraj has taken loan for buying tractor.

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Customer Care Executives Should be appointed at Dealer & at workshop both & should treat them with respect. Local Mechanics (Reddy s) at Tarsa area should be persuaded about their opinion of M & M tractors.E parts should be explained to customer by salesman & service team. Frequency of visits etc. For Advertisement of Company Scheme & dealer scheme Doordarshan is the best T. Channel & Lokmat is the best Newspaper Tractor rallies should be held in Hingna & surrounding areas.Suggestions to Company Dealer Coverage should be increased i. MMFSL services reach to be increased.e No of Salesmans. Competitor Customer meets should be arranged. Service reminders /Schedule should be send to all customers. Warranty Policy & procedure for O.V. Post Warranty customers should be contacted at regular interval by Sales & Service team Old Tractor exchange Mela s Should be arranged. .

Tractor Dealers should give enough time to customers for making loan proposals The reasons for sales of Swaraj tractor are reasonable maintenance. schemes can be given to Customers in VCD as nearly 50 % of tractor owners have VCD players The disliked parameters like experience at dealer. Good Financing options. sales person s behaviour should be removed Trained mechanics should be appointed both at workshop & for field visits for attending complaints . Schemes like free gifts on purchase of tractor should be encouraged more Information about tractor. tyre problem. Warranty. These parameters should be taken into consideration by M & M . service. application suitability.Dealer should provide enough time to tractor buyers for making loan proposals.

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www. 2nd Edition. Marketing Management (Pearson Education Publication. Research Methodology Methods & Techniques (Wishwa Prakashan.Reports.mahindraworld. M &m Company s Pamphlets.Kothari. 11th Edition. C.Magazines. 2001) 3.com (M & M Company s Web Site) 2.R. Philip Kotler.Bibliography 1. .Brouchers. 1999) 4.

Annexure The following important annexure relevant to this study is enclosed herewith Slide 1 Most Considered Models By M & M Owners 605 DI Arjun Arjun 5550DI DISarpanch Sarpanch Sarpanch 595 Super Sarpanch 575 DI 275 DI Models Slide 2 Most Considered Models By Swaraj Owners Swj 735 FE SW 744 J FE Swj 724 FE 575 DI Sarpanch 475 Di Sarpanch Models 275DI Sarpanch Swj 855 100 90 80 70 60 50 40 30 20 10 0 Percentage 265 DI Turbo Swj 855 80 70 60 50 40 30 20 10 0 Percentage 475 .

Slide 5 Slide 4 Slide 3 Percentage Percentage Reasonable maint/ 100 90 80 70 60 50 40 30 20 10 0 Numbers 10 20 30 40 50 60 0 60 50 40 30 20 10 0 Running cost Family members Friends/Relative Fuel efficiency other relatives Cheap & easy avail of spares Friends Engine power Mechanic Influe ncers Other Tractor Owners Easy avail of service INFORMATION SOURCES USED BY M & M .SWARAJ OWNERS M ain Influe nce rs For M & M An Swaraj Owners PARAMETERS AFFECTING BUYING DECISION Factors Sources Application suitability Tractor Dealers Fase of driving Tractor Dealers Mechanic Tractor styling Television M&M Sw araj Resale value M&M Sw araj M&M Own decision Sales Person Sw araj Good financing option .

66 Tractor quality Pow er Fuel Ef f iciency 41.66 Driving Comf ort Styling of Model Status Spares availability 45 51.Slide 6 LIKED PARAMETERS OF M & M OWNERS 25 6.66 65 Slide 7 Disliked Parameters Of M & M Owners 50 45 40 35 Percentage 30 25 20 15 10 5 Hydr Problem Fuel Tank W Of Rear ear Oil Leakage Salesman's Exper At Price Behaviour 0 Dealer Tyres Parameters Slide 8 Main Reasons For Not Buying M & M 35 30 25 Percentage 20 15 10 5 More Maint Financing Less Speed Plughing Friends Advice Reasons Others 0 Size Not Bad .66 71.

00% 12.00% 16.00% Customers Getting Discount Percent 16.00% 4.00% 6.00% 8.00% 2.Slide 9 18.66% Prcentage 10.00% M & M Owners 10.00% Swaraj Owners Make Of Tractor Slide 10 96 Customers Buying Tractor Without Implements Percent 94 92 Percentage 90 88 86 84 82 M&M Swaraj Make Of tractor Slide 11 Sources Of Finance M&M Swaraj 90 80 70 Percentage 60 50 40 30 20 10 0 Complete Cash Loan & Cash Sources By Selling Old tractor .00% 0.00% 14.

Slide 12 90 80 70 60 50 40 30 20 10 0 Choices Of M & M Owner 1 st Choice 2 nd choice Percent M& M Sonalika HM T FNH MF Slide 13 100 90 80 70 60 50 40 30 20 10 0 Choices Of Swaraj Owner 1st choice(%) 2nd choice(%) Percent M&M Swaraj Sonalika L&T No Other Tractor Slide 14 60 50 Percentage 40 30 20 10 Non-agricultural Use Of Tractor M&M Swaraj Construction Uses Goods Transport & Construction Transport Goods Transport Passengers None 0 No other tractor Escorts Swaraj Eicher L&T .

Slide 15 100 90 80 70 Percentage 60 50 40 30 20 10 W tach DD 0 Habits Of Tractor Owners M&M Swaraj W atch Cable M agazine Habits Newspaper Listens Radio Reads Reads .

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