MARKETING STRATEGIES OF MAHINDRA TRACTORS

CONTENTS Page No
EXECUTIVE SUMMARY CHAPTER: - I 2-4

Profile

5-23

 Overview of the Mahindra Company.  Profile of Mahindra Company.  Profile of Basava motors. CHAPTER:- II

Theoretical Framework

24-36

 Advertising strategies.  Sales promotion tools.  Sales trends.  Models of the Mahindra tractors. CHAPTER: III

Data analysis

37-53

 Data interpretation & analysis. CHAPTER: -

Findings, Suggestions & conclusion
IV

54-57

Annexure Bibliography
58-63

Questionnaire

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MARKETING STRATEGIES OF MAHINDRA TRACTORS

EXECUTIVE SUMMARY Introduction: A success of the firm largely depends upon how effectively and it serves the existing and prospective customers. Because it is only the sales which bring revenue to the firm the management of the firm can be efficient when there will be proper planning and control the present and future actions of the firm. In the present competitive scenario it is very essential to predict the needs of the customers in hand and see to it that no stone is left unturned. Customer satisfaction is the main things, which contribute to expansion and progress in any business. Study of customer‟s attitude towards the product in hand is also one of the main things which contribute to the decision whether the path selected to progress and create healthy business relationship.

Need for the Study:This study is an attempt to recognize which type of marketing strategies adopted by the company. How they brought their product into the market. And how they increased their costumer attitudes, customer preference, sales & brand awareness in their region

Objectives of the study:1) To know the marketing strategies of Mahindra tractors adopted by the corporation around the Sindhanur. 2) To known the awareness of brand around the Sindhanur. 3) To known the customer response towards the John Deere tractors. 4) To known the problems faced by the customer.

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MARKETING STRATEGIES OF MAHINDRA TRACTORS

Research methodology:The data and information needed for the study has been collected from both primary and secondary sources. The primary sources used for collection of information are questionnaire, personal interviews with the customer of the Mahindra tractors and official interviews in the corporation. In addition to this the information is also collected from secondary source through the net.

Research design:In the study on attempt is made to evaluate the preface of the company‟s approach the sales persons about their marketing strategies like advertisement, sales promotion tools etc. these are making to create a awareness of brand in their region of sales.

I. Data collection:For this study the primary and the secondary data were collected from conducting survey on that region. The following shows how I collected the primary as well as secondary data.

A. Primary data:The primary data was obtained through market survey, by personal interview and questionnaire method at Sindhanur region.

B. Secondary data:The secondary data is collected from the company as well as through some websites (www.mahindra.com)

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among 54 % of the respondents were purchased from others. It is a relevant data. 4 . contests etc. Adds and magazines. which of 27 respondents are in a income group of Rs. and 4% . company sales man and rest of others by advertising friends/ relatives. Preferences & response of the customers would change over a period of time. Suggestions:   M&M Company needs additional sales promotional activities like organizing exhibitions. 71000 to Rs. Company should give advertisement in magazines and news papers to make them aware and to attract customers Dealer should attract customers by giving special reduction in prices at the time of festivals Conclusion:After doing my in-plant project in Mahindra & Mahindra tractors I come to know that how marketing strategies help to boost the sales.  Among 100% of respondents 52% of customers were satisfied with the vehicle performance. Therefore the result of the study cannot be generalized to other parts of the country. 3. etc influence 20 respondents.MARKETING STRATEGIES OF MAHINDRA TRACTORS Findings of the study: According to survey. Limitation of the study:1. Analysis of data collected from questionnaire was done on the assumption. display and demonstration. 18 respondents‟ purchases tractors by wall painting. 4.  Out of 50 respondents it was found that 30 respondents are influenced by company showroom during purchase. how and when they applied and executed. 41000 to Rs. 100000 and 12%Which are respondents are in an income level of Rs.V.  Out of respondents we find that 54%. it was clear that the availability of spare parts was very easy. The 02 & 03 respondents by T.71000. The study was restricted to the surrounding areas of the Sindhanoor only. Due to time constraints. fairs issuing catalogues and broaches.  Out of 50 respondents it can be seen that 36% i. Therefore the sample size was restricted to 50 customers only. the extensive research could not be undertaken.e. 2.

5 .MARKETING STRATEGIES OF MAHINDRA TRACTORS Chapter-I Company profile  Overview of the Mahindra Company.  Profile of the Mahindra Company.  Profile of Basava motors.

6 .5 ton and 4 tons were manufactured at this plant. At Zahirabad plant LCV‟S (Light Commercial Vehicles) were manufactured.MARKETING STRATEGIES OF MAHINDRA TRACTORS Company profile I. the company later expended its operation from automobile and tractors to secure a significant presence in many more important sectors. But after 1965 they started to produce their own engines DI & DP. USA. The first four wheeler of their company was Willys Jeep with petrol version engine. HISTORY OF THE COMPANY:Mahindra and Mahindra Limited is the flagship company of the Mahindra group. utility vehicles and engines. This engine was manufactured at France. Two plants were set up at Khandiveli and Zahirabad Khandiveli and Nasik plant used to manufacture feeps.   DI--------->Direct Injection--------->Which can be started without battery. the was setup at Nasik. FJ mini bus and goods vehicle with capacity of 2. This was the first diversification of M&M from jeeps to LCV‟S. It was tilejiont venture with International Harvester Company. M&M has been ranked among the top private sector companies in the country for several years. which has been a significant presence in key sectors of the Indian economy. An organizational restricting exercise in 1994 arising from a business process re-engineering program resulted in core activities of manufacturing utility and light commercial vehicle and agricultural tractors remaining with the Flagship Company. DP--------->Diesel Peugeot M&M soon branched out into manufacturing agricultural tractors and light commercial vehicles. A consistently high performance. They soon diversified towards Mahindra tractors.K Mahindra) make general purpose utility vehicles for Indian market started the company way back in 1945.K. Mahindra brothers (R. Mahindra & S.

They have diversified into financial service. information technology.) were formed in order to serve public to purchase four wheelers through installments and financial schemes.MARKETING STRATEGIES OF MAHINDRA TRACTORS All other activities spun off into separate entities and organized under business groups. The M&M philosophy of growth is centered on a belief in people. a sophisticated agricultural tractor. M&M employees more than 25000 peoples and has 6 states of an art manufacturing facilities spread over 500000 sq. The farm equipment division makes agricultural tractors and other farm equipments. M&M outstanding manufacturing and engineering skills allow it to constantly innovate and new products for the Indian market. less than one roof.  Today M&M has two main operating divisions:- The automotive division manufactures utility and light commercial vehicles. meters. this network is connected to company‟s plants by an extensive IT infrastructure. it has over 30 sales offices supported by a network of over 500 dealers. the company has implemented several programs that have benefited the people and institutions will its areas of measurements. M&M are also known for its progressive labour management practices. 7 . Proof of this expertise is the launch of Bolero. These groups are in the areas of hospitability. The company‟s commitment to technology-driven innovation is reflected in the setting up of the Mahindra research valley. trade and financial services. In the community development sphere. automatic components. As a result the company has put in place initiatives that seek to reward and retain the best talent in the industry. a 100 acre facility that will house. each headed by a president. the company‟s engineering research and product development wings. 500 authorized service points and 600 stock points across the country. It was started 5 years back & another by name MMFSL (Mahindra &Mahindra Financial Services Ltd. Kotak Mahindra was the collaboration with Kotak. telecom and infrastructure development. a new generation utility vehicle and tile Arjun.

retail and logistics. Mahindra & Mahindra is Indian company among the top tractor brands in the world. 8 . information technology and infrastructure development. trade. the only The Group has a leading presence in key sectors of the Indian economy. Mahindra is the market leader in multi-utility vehicles in India It made a milestone entry into the passenger car segment with the Logan. Mahindra's Farm Equipment Sector is the proud recipient of the Japan Quality Medal. It also holds the distinction of being the only tractor company worldwide to win the Deming Prize. the only tractor company worldwide to be bestowed this honor. automotive components.7 billion Mahindra Group is among the top 10 industrial houses in India. The US based Reputation Institute recently ranked Mahindra among the top 10 Indian companies in its Global 200: The World's Best Corporate Reputations list. including the financial services.MARKETING STRATEGIES OF MAHINDRA TRACTORS  Overview of the Mahindra company:The US $6. Mahindra has recently made an entry in the two-wheeler segment which will see the company emerge as a full-range player with a presence in almost every segment of the automobile industry. Mahindra is also one of the few Indian companies to receive an A+ GRI checked rating for its first Sustainability Report for the year 2010-11. aftermarket.

 Mahindra & Mahindra has been rated as the leading Indian company in the Automobile Tractors sector for the ‘Dun & Bradstreet – American Express Corporate Awards 2006’. 2005  Mahindra & Mahindra received the highest Governance & Value Creation rating – CRISIL GVC Level –I from CRISIL ratings for its ability to create value for all its stakeholders while adopting sound corporate governance practices. the first tractor firm in the world to receive the award M&M Tractors wins prestigious Deming Prize for excellence in Quality. the Scorpio. the first tractor firm in the world to receive the award.  Auto Sector received „Commendation for Significant Achievement in Human Resource‟ from CII (WR). The Automobile Sector comprises of three categories – Passenger Vehicles.     M&M Tractors wins prestigious Deming Prize for excellence in Quality. 2004 Automotive Division‟s International Operations received the regional highest exports trophy 2000-01 from the Engineering Exports Promotion Council. Commercial Vehicles and Tractors. 9 .MARKETING STRATEGIES OF MAHINDRA TRACTORS  Ranks & ratings of Mahindra company:- 2003  Auto Sector was the proud recipient of the prestigious National Award for R&D 2003 in recognition of its pioneering R&D efforts.  Mahindra Life spaces were named India‟s fastest growing construction company by Construction World-National Institute of Construction Management & Research (NICMAR) study. which culminated in the indigenously engineered and highly successful vehicle.

D Power Asia Pacific 2007 India Initial Quality StudySM (IQS) in the Entry Mid-size segment with a score of 65 PP10O.MARKETING STRATEGIES OF MAHINDRA TRACTORS   M&M was successfully certified as compliant with BS: 7799 Part 2:2002 Information Security Management System. Overall quality performance is based on both design quality and production quality problems per 100 vehicles (PP100). organized by S. Jain Institute of Management & Research. Anand Mahindra has been ranked among the top 15 in the Mint Influencers Index in the publication 'Mint' dated August 28. Released in December 2007.P.   Mahindra Logan Diesel ranks first in the TNS Automotive TCS Study in the segmentMidxsize Diesel with exceptional score of 96 as per a study released in December 2007.  10 . The Mint Influencers Index is a monthly. objective measure that tracks 20 high-profile Indian business and policy leaders across the print media. 2007. this study serves as the industry benchmark for new-vehicle quality measured at two to six months of ownership.  Mr. 2006    Forbes has ranked the Mahindra Group in its Top 200 list of the World‟s Most Reputable Companies and in the Top 10 list of Most Reputable Indian companies Mahindra United adjudged among the top clubs in the world M&M wins Overdrive Car Maker of the Year Award 2007  The Logan ranks first in the J. Scorpio ranks first in the TNS Automotive TCS Study in the MPV/SUV segment with a segment leading score of 91 (joint first with Innova) as per a study released in December 2007. M&M‟s Auto Sector awarded the 2nd prize for Excellence in Supply Chain Management. Mumbai.

Mahindra was ranked 22nd in Business India's annual survey of the country top companies Super 100 Mahindra was ranked 31st in Business Today's annual survey of India's most valuable companies. 2007. such as Tata‟s thanks to a new venture with Nissan and Renault to make the Logan. Net profits have been taken as the parameter for these exclusive 100 most profitable companies of India list."  Mahindra & Mahindra is ranked 37th in the B & E Power 100 while it ranks 4th in the Transport Equipment Sector as per the Business & Economy magazine issue dated 28 June 2007.the dapper Harvard Business School-educated Mahindra has positioned his company to compete with India's other automakers. Only 4 wheeler brand to reach this position in the UV segment in India Mahindra & Mahindra was ranked second in the prestigious Most Trusted Car Company in India in a study conducted by TNS. It goes on to say ". Anand Mahindra features in the top 20 in the list of 50 Most Influential Indians in Business Week‟s edition dated August 13.     IMRB International ranks Scorpio as an “Olympic brand”. 11 .MARKETING STRATEGIES OF MAHINDRA TRACTORS  Mr.

which provides scholarships to students. He is the Co-Chairman of the International Council of the Asia Society. Profile of the Mahindra company:Mr.MARKETING STRATEGIES OF MAHINDRA TRACTORS II. he is also on the Board of Governors of the Mahindra United World College of India.C. Mahindra Education Trust. He is Past President 2003-04 of the Confederation of Indian Industry and has also been President of the Automotive Research Association of India (ARAI). which was launched in January 2005. Mahindra is a Director of the National Stock Exchange of India Limited appointed under the "Public Representatives" category. Mahindra is the Founder Chairman of the Mumbai Festival. Mr. The association has grown substantially over the years. an association dedicated to the promotion of professional management in India. The event was the first comprehensive festival to celebrate the rich cultural diversity of the city. Mr. He takes a keen interest in matters related to education and apart from being a Trustee of the K. Mahindra is the co-founder of the Harvard Business School Association of India. 12 . New York and Co-President of The Euro India Centre.

Asia Business Council. Harvard Business School .Council and Executive Committee. Microsoft India .Member of the Board of Dean's Advisors.Asia-Pacific Advisory Board. Harvard University Asia Centre . National Institute of Bank Management. 5. Harvard Business School . 11. 10. 6.Advisory Committee. 8. Pune . 12. 7.MARKETING STRATEGIES OF MAHINDRA TRACTORS  Mr.Governing Board. International Enterprise Singapore . National Sports Development Fund (NSDF).Advisory Council of the Initiative on Corporate Governance. 9.Founder Member. Mumbai . 4. 3.Advisory Board. Mahindra is a Member of the following organizations:- 1. 2. 13 .Executive Committee. National Council of Applied Economic Research. Harvard Business School India Research Centre Society . Harvard Business School . Government of India . The Nehru Centre.2nd India Advisory Panel.

facilitates synergistic and symbiotic relationships and creates a shared vision and value-system.K.MARKETING STRATEGIES OF MAHINDRA TRACTORS  BOARD OF DIRECTORS The Group Management Board comprises the Vice Chairman & Managing Director. The membership of the Group Management Board is as follows: Anand G. The Board provides strategic direction and enterprise leadership. Nanda Executive Director 14 . Mahindra Vice Chairman & Managing Director Bharat Doshi Executive Director & Group Chief Financial Officer (Group CFO) A. across the various Business Units and Companies that make up the Mahindra Group. Presidents of the Business Sectors as well as heads of certain key corporate functions.

Anjanikumar Choudhari President . Pawan Goenka President (Automotive Sector) and Member of the Group Management Board 15 .Farm Equipment Sector and Member of the Group Management Board Rajeev Dubey President (HR.MARKETING STRATEGIES OF MAHINDRA TRACTORS Mr. After-Market & Corporate Services) Board & Member of the Group Management Board Dr.

Legal and Financial Services Sector and Member of the Group Management Board 16 .Finance. Retail and Logistics Sector and Member of the Group Management Board Mr. Raghu Murti President .Trade. Uday Phadke President .MARKETING STRATEGIES OF MAHINDRA TRACTORS Hemant Luthra President Systech Sector and Member of the Group Management Board Mr.

Sambha Shiva Rao (Accountant).Shivaraj Patil Departments : Sales Section.Shekrappa (Salesman) Mr. Anand & Mrs. Ambresh (Sales Manager) Mr. Shri Basava Motors Managing Director: Mr. Service Section & Spare Parts Section Office staff: Sales Section : Mr. Nageshwar Rao. Basavaraj. Mr. Yargop President . Shiv kumar. Ulhas N. Ramakrishna .Khaja (Helper) Sales Man : Pranesh.ITS Sector and Member of the Group Management Board DEALER’S PROFILE:- III. Parvathi (MSS Co-ordinate & Computer Operator) Miss.Naresh 17 . Pravallika (Sales CRO) Mr.MARKETING STRATEGIES OF MAHINDRA TRACTORS Mr. Nagraj.

Maheboob (FLA & Installer) Miss.MARKETING STRATEGIES OF MAHINDRA TRACTORS Service Section: Mr. Shiva & Pasha (Head mechanic) Basha.Arun kumar (Works Manager) Mr. Spares Section : Mr. Iliyaz. Govindraj (Helper)  Strength of the Showroom:        Experienced salesman‟s with market knowledge Well furnished office with different departments Large spare section with different all type of Mahindra spare parts Quality service for customer satisfaction Qualified employees and skilled technicians They were authorized to sell class parts Separate workshop with skilled workers with several equipments and different types lathes 18 . Yousuf. Sayyed. Khayum. Akbar. Hemangouda (Cashier & Supervisor) Mr. Veena (Service CRO) Mechanics : Dastgeer.

MARKETING STRATEGIES OF MAHINDRA TRACTORS Organisation Structure of M/s Shri Basava Motors Managing Director's  Finance Manager Sales Manager Service Manager FLA CRO Sales Cashier Typist Cashier Service Typist Sales Man Tele Marketer Other Worker Supervisor Mechanics Installer Lathe Operator Helper Water Service Helper 19 .

State Bank of Hyderabad(ADB) Indian Bank Pragathi Gramina Bank(PGB) Syndicate Bank L & T finance Other Banks 20 .MARKETING STRATEGIES OF MAHINDRA TRACTORS  Financial Institutions Providing Credit Facility in Purchasing Mahindra Tractors:         State Bank of India(SBI) Mahindra Finance Ltd.

road show and test drive. which make direct Contact with the customer. 21 . Display. which resulted the greater sales of Mahindra tractor.MARKETING STRATEGIES OF MAHINDRA TRACTORS Dealing Procedure of M/s Shri Basava Motors: SHOWROOM SALES MANAGER/SHOW ROOM : WHERE CUSTOMERS APPROACH SALES Sales-mans approach: Where customers make direct contact/ Approach to village customers in field Through Marketing : Where dealer has to compute with Competitors with different promotional Activities like advertisement demonstration. This force has spread all over the area of sindhanur. To increase the sales Managing Director (MD) has appointed separate sales force to meet the challenge of competition.

MARKETING STRATEGIES OF MAHINDRA TRACTORS

SALES TRENDS PERIOD QUANTITY (IN TRACTORS) 2006-2007 (3-MONTHS) 2007-2008 2008-2011 TOTAL 30 315 280 625

350

315 280

300
250 200 150 100 50 0 QUANTITY 30

2006-2007 2007-2008 2008-2009

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MARKETING STRATEGIES OF MAHINDRA TRACTORS

Chapter-II
Marketing strategies of Mahindra tractors
 Advertising strategies.  Sales promotion tools.  Sales trends.

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MARKETING STRATEGIES OF MAHINDRA TRACTORS

Marketing strategy, Sales Promotion & Selling Process carried out by M/s Basava Motors:Before going to promotion strategy the company must take decisions on the total promotion budget and choice of the promotional tools to be used one of the most difficult marketing decisions facing companies is to work out on how much to spend on promotion.

ADVERTISEMENT TOOLS: Banners and Posters.  Printing and calendars.  Catalogue advertising.  Window display.  Pomplents advertising.  Construction of circles.  Gift bags/ carry bags.  Anniversary functions.  News Papers.  Wall Paintings.

SALES PROMOTION: Good communication system and customer relations service.  Gifts to loyal customers.  Offering gift with the product (LIVE).  Participation in marketing fair in sindhanur.  Free service coupon warranty.  Fuel check up camp.

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MARKETING STRATEGIES OF MAHINDRA TRACTORS SELLING PROCESS:The selling process is an important aspect of ever organization. 25 . Sales operations carried by Mahindra tractors.  Sales experience.  Vehicle delivery.  Telephonic Enquiry.  Test drive.  Walk in customer.  Showroom demonstration.

Different tractor models cover diversified market segments from 25 HP to 60 HP tractors. Mahindra Sarpanch 265 DI Engine Specifications: Make and Model Horse Power Bore and Stroke No.MARKETING STRATEGIES OF MAHINDRA TRACTORS Mahindra Tractor Models:Farm Equipment Sector produces the widest range of tractors and tractor implements to suit the varied needs of farmers‟ world over. Mahindra is recognized as a powerful symbol of productivity and unparalleled performance. of Cylinders Cubic Capacity Rated Speed : Mahindra MDI-1785 : 30HP Category : 88. It is the market leader and at the help of the Indian Tractors Industry.9 x 96mm :3 : 1788cc : 2300 rpm 26 .

Foot operated differential lock is provided as a standard fitment Cooling System: Water Cooled.MARKETING STRATEGIES OF MAHINDRA TRACTORS Clutch: Heavy duty single dry plate Transmission: No. 2 reverse with high and low selector lever. Mahindra 235 DI Airflow Engine specifications: Make and Model : Mahindra MAC E 1735 Horse Power Bore and Stroke No. Categories : 127 x 137mm :1 : 1735cc : 1650 rpm 27 . of Cylinders Cubic Capacity Rated Speed : 25 H. Of Gears: 8 forward.P.

Foot operated differential lock is provided as a standard fitment. Alternator with built in Regulator. Plough Lamp. Head Lights. Parking Lights. Registration Lamp. Electrical starting and Lighting: 12V Battery. Turning Lights. Tail Lamp and Hazard warning lamp. of Gears: 8 forward.MARKETING STRATEGIES OF MAHINDRA TRACTORS Transmission: No.P. Categories : 102 x 110mm :2 : 1797cc : 2000rpm 28 . 2 reverse with high and low selector lever. Starter motor. Rear Brake Lights. Fuse box. Mahindra 245 DI 2pc Engine Specifications:Make and Model : Mahindra M 1797 Horse Power Bore and Stroke No. of Cylinders Cubic Category Rated Speed : 26 H.

three point linkage with adjustable outside check chains. of Gears: 8 forward. CAT II.P. Optional CRPTO with clutch Hydraulic System:Independent fully live hydraulic pumps.9 x 101.6mm :4 : 2523cc : 2600rpm 29 . 2 lever control. 2 reverse with high and low selector lever. Mahindra Sarpanch 575 DI Engine Specifications:Make and Model : Mahindra MDI-3000 B Horse Power Bore and Stroke No.MARKETING STRATEGIES OF MAHINDRA TRACTORS Transmission:No. Categories : 88. of Cylinders Cubic Capacity Rated Speed : 50 H. Foot operated differential lock is provided as a standard fitment.

Parking Lights. Rear Brake Lights. Headlamp. Plough Lamp. Turning Lights.MARKETING STRATEGIES OF MAHINDRA TRACTORS Transmission:No. of Gears: 8 forward. Electrical Starting Lighting:12V Battery. Starter motor. Foot operated differential lock is provided as a standard fitment. Alternator with in-built regulator. 2 reverse with high and low selector lever. Mahindra -Arjun 445DI 30 . Other Models: 1. Registration Lamp.

MARKETING STRATEGIES OF MAHINDRA TRACTORS 2. Mahindra-Sarpanch 475DI 3.Mahindra-Sarpanch 275DI TU 31 .

MARKETING STRATEGIES OF MAHINDRA TRACTORS 4.Mahindra-Bhoomiputra 475DI 5.Mahindra-Bhoomiputra 275DI TU 32 .

MARKETING STRATEGIES OF MAHINDRA TRACTORS 6.Mahindra-Sarpanch 595DI (super turbo) 33 .Mahindra-Arjun 555DI 7.

Mahindra-Arjun 605DI 9. Mahindra-Bhoomiputra 265DI 34 .MARKETING STRATEGIES OF MAHINDRA TRACTORS 8.

MARKETING STRATEGIES OF MAHINDRA TRACTORS Tractors logo:- 35 .

MARKETING STRATEGIES OF MAHINDRA TRACTORS Chapter-III Customer attitude & Data analysis 36 .

MARKETING STRATEGIES OF MAHINDRA TRACTORS Evaluation of the Study:- A detailed analysis of the study is necessary and is to be considered in order to compare the actual theory with that practical the variants of which may form the basis for improvements. Keeping this point in view and to fulfill the Evaluation variants of which may form the basis for objectives of the studies an attempt has been made to segment the various respondents on the basis of some aspects collected from them through questionnaire. 37 . All the calculations and numerical interpretations are for 100%. The copy of questionnaire administered is enclosed and the sample size was 50 respondents are enclosed at the end of this project. There are depicted through tables and graphs.

Therefore we come to know that most of people are aware of Mahindra tractors. 04% of them are in the group of Eicher. 38 . 06% of them are in group of Tafe. 10% are in the group of Swaraj. of respondents Percentage 60% 06% 10% 04% 04% 16% 100% 30 03 05 02 02 Deere 08 50 Total Brand awareness of above table No.Field survey data The above table shows that among 50 respondents 60% of them are in the group of Mahindra. of respopondents 35 30 25 20 15 10 5 0 Mahindra Tafe Swaraj Brands Eicher Escort John Jeera Interpretation: Source: .MARKETING STRATEGIES OF MAHINDRA TRACTORS Data Analysis and Interpretation: Table-1 Particulars Awareness level in compression of others Brands Mahindr Tafe Swaraj Eicher Escort John a No. 04% of them Escort and L&T is 16%.

52% are from as agriclulture. The above table shows that out of 50 respondents. 39 .MARKETING STRATEGIES OF MAHINDRA TRACTORS Table-2 Particulars Agriculture Business Others Total Profession of Respondents: No. of Respondents 26 08 16 50 Percentage 52% 16% 32% 100% Graphical representation of the above table 30 25 20 15 10 5 0 Agriculture Business Professions Others Interpretation: Source:. As from table many respondent purchased this tractors for their related purpose. 16% are from business purpose and 32% respondents are from other purpose.Field survey data The field survey clearly in dictatres that the profession of the customer lies an important role on the purchase of tractors.

40 .Field survey data The study clearly states that the income is also an important parameter in purchasing the tractors. 41000-70000 and 16% are in below Rs. 40000-income group . It was noticed that among 27 respondents 54% are in the income group of rupees 71000 to 100000. of respondents 30 25 20 15 10 5 0 Below 40000 41000-70000 71000-100000 101000 and above Income Interpretation: Source: . 12% are in below Rs.MARKETING STRATEGIES OF MAHINDRA TRACTORS Table-3 Incomes Below 40000 41000-70000 71000-100000 101000 and above Total Respondents Incomes No. of respondents 08 06 27 09 50 Percentage 16% 12% 54% 18% 100% Respondents Income No.

41 .MARKETING STRATEGIES OF MAHINDRA TRACTORS Table-4 Classification of respondents according to tractors Influencing in buying the tractors Particulars Company showroom Advertisement Colleagues Friends Self Relatives Total No. self and relatives. rest of them were friends. Most of the people are buying the tractors in the showroom. 8% of them each were in group of colleagues & advertisement. of respondents 30 04 04 06 04 02 50 Percentage 60% 08% 08% 12% 08% 04% 100% Graphical representation of the above table 100 90 80 70 60 50 40 Series2 30 Series1 20 10 0 Interpretation: Source:-Field survey data It was found that among 50 respondents 60% of them were in group of company showroom.

of respondents 15 35 50 Percentage 30% 70% 100% Graphical representation of the above table 30 25 20 No. of respondents 15 10 5 0 Mode of purchase Interpretation: Source: Field survey data It was found that among 50 respondents 70% of them were in the group of credit.MARKETING STRATEGIES OF MAHINDRA TRACTORS Table-5 Particulars Cash Credit Total Mode of purchase No. And 30% of them were in the group of cash. All most of all customers are buying the tractors on the basis. 42 .

10% if them are in the group of TGB and 26% of them are others. of respondents 19 09 04 05 13 50 Percentage 38% 18% 08% 10% 26% 100% Graphical representation of the above table 4 9 5 13 Mahindra finance SBH SBI 19 TGB Others Interpretation: Source: . 43 . 08% of them are group of SBI.MARKETING STRATEGIES OF MAHINDRA TRACTORS Table-6 Particulars Mahindra finance SBH SBI TGB Others Total Source of credit purchase No.Field survey data It is clear that among 50 respondents 38% of them are in the group of Mahindra finance. 18% of them are in the group of SBH.

Highest percentage of consumer is satisfied with the financiers providing the company. 44 .MARKETING STRATEGIES OF MAHINDRA TRACTORS Table-7 Particulars Fully satisfied Partially satisfied Dissatisfied Total Satisfaction with the financier No.Field survey data The above table explain that among 50 respondents 56% of them are in the group of fully satisfied. of respondents 10 5 0 Fully satisfied Partially satisfied Dissatisfied Satisfaction Interpretation: Source: . 26% of them are in the group of satisfied and 18% of them are in the group of dissatisfied. of respondents 28 13 09 50 Percentage 56% 26% 18% 100% Graphical representation of the above table 30 25 20 15 No.

MARKETING STRATEGIES OF MAHINDRA TRACTORS Table-8 Particulars T. 06% of them are in the group of magazines. 54% of them are in the group of others.Adds Wall painting Magazines Others Total Sources of Awareness No.Adds 4% wall painting 36% Others 54% Magazines 6% Interpretation: Source: Field survey data The field survey clearly shows that among 50 respondents.V.Adds. 36% of them are in group of wall painting.V. 45 .V. of respondents 02 18 03 27 50 Percentage 04% 36% 06% 54% 100% Sources of awareness T. 04% of them are in the group of T.

Most of the consumers are satisfied with the vehicle performance. of respondents 26 08 12 04 50 Percentage 52% 16% 24% 08% 100% Vehicle Performance No. 52% of them are in the group of excellent and 16% of them are in the group of good. 46 . of respondents 30 25 20 15 10 5 0 Excellent Good Performance Average Poor Interpretation: Source: Field survey data It was noticed that among 50 respondents. and 8% of them are in the group poor. 24% of them are in the group of average.MARKETING STRATEGIES OF MAHINDRA TRACTORS Table-9 Particulars Excellent Good Average Poor Total Vehicle Performance No.

47 . of respondents 38 08 02 02 50 Percentage 76% 16% 04% 04% 100% Purchase of present vehicle Others Relatives Friends Company showroom Interpretation: Source: Field survey data From the field survey it was explained that among 50 respondents 76% of them are in the group of showroom. 16% of them are in the group of friends and rest of the members are in the group of relatives and others.MARKETING STRATEGIES OF MAHINDRA TRACTORS Table-10 Particulars Company showroom Friends Relatives Others Total Purchase of present vehicle No. Most of the consumers are purchased the present vehicle in the showroom.

MARKETING STRATEGIES OF MAHINDRA TRACTORS Table-11 Particulars The life of the tractors Below Since 1 1 year year 18 Since 2 year 07 Above 2 years 10 50 Total No. 36% of them are in the group of below 1 year. No. of respondents Percentage 15 30 36 14 20 100 The life of the tractors 20 18 16 14 12 10 8 6 4 2 0 Below 1 year Since 1 year Life Since 2 year Above 2 year Interpretation: Source: Field survey data The above table shows that 50 respondents. of respondents 48 . Most of the consumers are using the vehicle since 1 year. 20% of them are in the group of above 2 year and 14% of them are in the group of since 2 year.

49 Percentage of respondents . 60% of them are in the group of excellent. 12% of them are in the group of average and 12% of them in the group of poor. Most of the peoples are satisfied with the after sales and services.MARKETING STRATEGIES OF MAHINDRA TRACTORS Table-12 Particulars Excellent Good Average Poor Total after sales and service No. of respondents 30 08 06 06 50 Percentage 60% 16% 12% 12% 100% Graphical representation of the above table No. 16% are in the group of good. of respondents 35 30 25 20 15 10 5 0 Excellent Good Average Poor 70% 60% 50% 40% 30% 20% 10% 0% satisfaction after sales and services Interpretation: Source: Field survey data It was noticed that 50 respondents.

of respondents 14 30 20 10 28% No 0 72% Yes Suggesation Interpretation: Source: Field survey data It can be seen that from the above table. among 50 respondents. 72%of them are in the group of YES and 28% of them are in the group of NO due to this we can tell the most of the consumers will suggest others to buy the Mahindra tractors.MARKETING STRATEGIES OF MAHINDRA TRACTORS Table-13 Particulars Yes No Total Suggest the vehicle to others No. of respondents 36 14 50 Percentage 72% 28% 100% Suggest the vehicle to others 40 36 No. 50 .

of respondents 20 10 0 Very satisfied Satisfied Dissatisfied Range of mileage satisfaction Interpretation: Source: . But still the company should struggle a lot to satisfy the customer very much in this regard.MARKETING STRATEGIES OF MAHINDRA TRACTORS Table-14 Satisfaction of the consumers with the Mileage of Mahindra Tractors Particulars Very satisfied Satisfied Dissatisfied Total No.Field survey data From the above table it is clear that most of the customers are satisfied with the fuel consumption. 51 . of respondents 16 31 03 50 Percentage 32% 62% 06% 100% Satisfaction of the customers with the mileage of the Mahindra tractors 40 30 No.

MARKETING STRATEGIES OF MAHINDRA TRACTORS Table-15 Response and behavior of the firm staff with respect of Sales and services Particulars Informative Co-operative Communication Convincing Total No. 52 . information 22%. of respondents 20 15 11 10 6 5 0 Informative Co-operative Communication Convincing 12 Informative Interpretation: Source: Field survey data From the above table it is clear that they are co-operative 42% as followed by communications 24%. and convincing as 12%. of respondents 11 21 12 06 50 Percentage 22% 42% 24% 12% 100% Response and behaviour of the firm staff with respect of sales and services 25 21 No.

suggestion & conclusion 53 .MARKETING STRATEGIES OF MAHINDRA TRACTORS Chapter-IV Findings.

etc influence 20 respondents.e.  Out of 50 respondents it was found that 30 respondents are influenced by company showroom during purchase.among 54 % of the respondents were purchased from others. which is of 26 respondents. 71000 to Rs. was aware of Mahindra tractors and like to purchase Mahindra vehicle only because of its good performance. because of its advanced features.  Out of 50 respondents it can be seen that 36% i.  Out of 50 respondents it was found that 62% which of 31 respondents purchase tractors for agricultural purpose. company sales man and rest of others by advertising friends/ relatives.  According to survey. 41000 to Rs. Adds and magazines.  Among 100% of respondents 52% of customers were satisfied with the vehicle performance. 18 respondents‟ purchases tractors by wall painting.  Out of respondents we find that 54%. which of 27 respondents are in a income group of Rs. 14% respondents for business and 24% respondents for other purpose therefore we can say agriculture is the main reason for purchasing of tractors.MARKETING STRATEGIES OF MAHINDRA TRACTORS Findings of the study:- The following the derived from the data evaluated and analyzed by survey:  According to the survey it was found that Mahindra tractors have a brand loyalty than other tractors. The 02 & 03 respondents by T.  Among 50 respondents it was found that 52%. 54 .V. it was clear that the availability of spare parts was very easy.  Among 50 respondents 35 are like to purchase vehicle through credit mode and 15 respondents by cash. 100000 and 12%Which are respondents are in an income level of Rs.71000. and 4% .

55 .  Cost incurred in maintenance of M&M tractors is reasonable and easily affordable.  Compared to the other brand of tractors available in Indian market.  Dealer‟s marketing strategies and sales promotion is good.  M&M tractors are more economical in the matter of fuel consumption. That M&M tractors have a longer life. study reveals. 17 are fully satisfied with the dealer‟s services and 9 are satisfied and 9 respondents were not too much satisfied.MARKETING STRATEGIES OF MAHINDRA TRACTORS  Among 50 respondents.

fairs issuing catalogues and broaches.  A smaller seat should be provided for better driving comfort and reduction of strain and safety seat belt. bonus and other incentives. Sales service and after sales service should increase to the excellent level which will add to the company‟s brand image.  Dealer should personally take care of customers share of in small number of customers are not satisfied by the response given by the service personnel at the time general check up. company need to change especially metallic color. 56 .MARKETING STRATEGIES OF MAHINDRA TRACTORS Suggestions:- During the survey the regular customers of Mahindra tractors come out with organizing information and suggestions some of them are listed below:  M&M Company needs additional sales promotional activities like organizing exhibitions. and training their sales force by providing sales target.  Company should give advertisement in magazines and news papers to make them aware and to attract customers  Dealer should attract customers by giving special reduction in prices at the time of festivals  Mahindra tractors are restricted only to red color.  Dealer/sales manager requires conducting meetings conventions and conferences. display and demonstration. contests etc.   Increase in pulling power should be induced to ensure greater working efficiency.

MARKETING STRATEGIES OF MAHINDRA TRACTORS ANNEXURE  Bibliography  Questionnaire 57 .

MARKETING STRATEGIES OF MAHINDRA TRACTORS Bibliography Marketing Management : Philip Kotler Marketing Management : Pillai and Bhagvathi MAGAZINE : AUTO INDIA Website : (www.mahendra.com) 58 .

I would be thankful if you can spend a couple of minutes to fill this questionnaire the information is for academic purpose and will be kept confidential. Annual Income : : : : : a) Farmer [] b) Other [] [] [] [] [] : a) Below 40000 b) 41000-80000 c) 81000-110000 d) 111000 and above 7. 1. Educational Status 4. Which mode you want to buy: a) Cash c) Credit [] [] b) Bank Loan [] [] d) Finance 9What factor influenced you to buy this tractor? a) Friend [ ] c) Relatives e) Self [] [] b) Advertising [ ] d) Company goodwill [ ] e) Others [] 10. Occupation 6.MARKETING STRATEGIES OF MAHINDRA TRACTORS Questionnaire Dear Sir / Madam. Age 3. Is this your first tractor? a) Yes [] b) No [ ] 8. Name 2. Address 5. Motivating factor: a) Price [] b) Model d) Good Service [] [ ] e) Brand [] c) Quality [ ] 59 .

Ownership : a) Single [] b) Duel [] 15. Are you aware of different tractor brands? a) Escort [ ] c) Swaraj [ ] b) Tafe [ ] d) Eicher [] 60 . Purpose of purchasing tractor: a) Agriculture [] b) Business [] c) Other purposes [ ] 13. then which of these below Financial institutions a) SBH c) SBI e) Mahindra finance [] [] [] b) ICICI [ ] d) TBG f) others [] [] 14. How did you come to know? a) Pomplents c) Wall Painting [ ] [] b) TV Adds d) Magazines [ ] [] 12.MARKETING STRATEGIES OF MAHINDRA TRACTORS 11. Have you come across any problem in this tractor? a) Yes [] b) No [] 16) Are you satisfied with your financier? a) Yes [] b) No [] 17. Are you satisfied with the after sales and services? a) Excellent c) Average [ ] [] b) Good d) Poor[ ] [] 18. If you purchase on credit basis.

Would you like recommending this tractor to others? a) Yes b) No [] 24.MARKETING STRATEGIES OF MAHINDRA TRACTORS 19. Have satisfied this tractor? a) Yes [] b) No [] 61 . About pricing: a) Very high c) Reasonable [] [] d) Less b) High [] [] 22. Since how many years you are using this tractor? a) Below 1 year c) Since 2 year [] [] b) Since 1 year d) Above 2 year [] [] 23. Vehicle performance: a) Excellent c) Average [] [] d) Poor b) Good [] [] 21. Are you satisfied with the mileage of Mahindra tractors? a) Very satisfied [ ] c) Dissatisfied [] b) Satisfied [] 25. Response and Behaviors of firm‟s staff: a) Information [] b) Co-operative d) Convincing [ ] [] c) Communicative [ ] 26. Sources of awareness: a) News Papers c) TV Adds [] [] b) Magazines [ ] d) Others [] 20.

MARKETING STRATEGIES OF MAHINDRA TRACTORS Suggestions: ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- Signature I sincerely thank you for spending your valuable time for giving me the information. 62 .

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