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Mahindra & Mahindra Tractors

Submitted to:Mr. Ashok Sharma

Submitted By:Lohit Sharma B-20 Praneet Ranjan B-23 Raman Sapra B-42 Vivek Parwani B-47

A U S $ 1 2 . 5 b i l l i o n m
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Mahindra Tractors As Company

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n d r a s e l s a r a n g e o f

Products Offered

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M a h i n d r a h a s p r o v i d

Mahindra plans Ultra low Cost Tractor for Rural India

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S o n a l i k a t r a c t r o r s H M

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Competitors

W i t h t h e c h a n g i n g d e

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Mahindra Offers Laptops to Tractor Buyers

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Mahindra Tractors Music Se Mileage Tak.

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Mahindra Tractors Music Se Mileage Tak

It is an on ground initiative to reach out to progressive farmers.

Big Live of Reliance is conducting the on ground activities for

Mahindra.

Big Live has created a mobile studio mounted on a trolley,

which is pulled by a Mahindra tractor. The agency is hosting interactive events on this trolley. Include taking the tractor to high footfall areas, gathering the farmers to get a first-hand experience of the product and interact with them about their culture, food, technological advancements and much more. Alongside these interactions, the villagers can also request for a song on the radio channel Big FM.

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Rural Initiatives
Mahindra Samriddhi

Aims to increase the agricultural productivity through creative farming techniques. 30 Mahindra dealerships have been transformed into Samriddhi Centers. Offering the farmer easy access to technological know-how, hybrid seeds, soil and water testing facilities, demo farms, finance and insurance, internet updates and sales and servicing of tractors and tractor implements.

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Mahindra Kisan Mitra

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Mahindra Tractors Super Turbo Campaign

The Toofan Carnival promotional campaign was designed to launch the 595DI Super Turbo Indias first Turbo Tractor and brought to vivid life the brand promise of Ho Jaao Toofan

Pe Savar.

Campaign was conducted across 1000 villages in 100 districts and contacted over 3 lakh farmers. Build excitement around the brand launch, depict power and provide an innovative touch and try experience for the rural consumer.

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Local Resources of Advertising

Hoardings are placed near main roads, chowks or entrance of the shops etc. Shutter painting Shutters of the dealers and retailers are painted with the companys name and featuring the product. So that the product is focused to each one passing by. Wall Painting Wall paintings are also made in main areas of villages or the territory. This strengthens the presence of brand in the village.

A g r i c u l t u r e I n c o m

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Segmentation Criterion

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A complete range of tractors from 15-75 HP. There is a tremendous increase in demand of tractors in India. Less than 10 percent of all farmers own tractors. 93 million of 116 million farm plots are smaller than five acres. Small, low-cost tractors have the potential to revolutionize these farmers productivity and work experience by mechanizing small farms for the first time. The Government has been trying to strengthen the exports of agricultural products. As a result, the quality of the product has to be high. For this, they need better rural and agricultural infrastructure. This might result in the increase in the demand of tractors.

Opportunities

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Challenges

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a y e r

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Distribution Network

Mahindra Tractors - Desh ke laal hain hum.flv

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