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4758720 Lauching of TRACTOR in Rural Marketing

4758720 Lauching of TRACTOR in Rural Marketing

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Published by Vivek Singh

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Published by: Vivek Singh on Dec 21, 2011
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01/15/2014

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PREFACE

The tractor is one of the most important and easily recognizable technological components of modern agriculture. Its development in the first half of the twentieth century fundamentally changed the nature of farm work, significantly altered the structure of agriculture, and freed up millions of people to be absorbed into the rapidly growing manufacturing and service sectors of the country. A tractor is basically a machine that provides machine power for performing agricultural tasks. Tractors can be used to pull a variety of farm implements for plowing, planting, cultivating, fertilizing, and harvesting crops, and can also be used for hauling materials and personal transportation. In the provision of motive power, tractors were a replacement for human effort and that of draft animals, both of which are still used extensively in other parts of the world The tractor proved to be an excellent replacement for the cattle in plowing, soil preparation, planting, and cultivating tasks for a wide variety of field crops. In addition, the tractor was fully capable of providing power for mowing hay and for harvesting of wheat and other small grains.

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co-operative and regional rural banks. Two or more successive bad monsoons. The presence of a countrywide distribution system is also important in insulating companies from monsoon failures in some parts of the country. Tractor demand is likely to increase with increased government investment in irrigation. hence. However. southern and western States of Gujarat. increased farm incomes and. even though important. sales. which have been sizeable since 1991. increased multiple cropping and the spread of scientific cultivation. therefore. however. Brand concentration in regions is. affect farm sentiments and. since tractor demand is generally concentrated in areas with developed irrigation facilities. The potential demand for tractors is. Haryana and Uttar Pradesh (which accounted for nearly 50% of total sales). as a result of Plan investments.TRACTOR India has only about eight tractors per thousand hectares. depending on growth in agriculture output and productivity. States with a higher irrigated area have a greater penetration level of tractors. owing to the developed irrigation facilities in these States. large. affects the demand for tractors in any particular region. Maharashtra and Rajasthan are likely to be the most attractive markets for tractors in the future. perhaps. hence. consequently. The eastern. demand for tractors. the most crucial determinants of tractor demand. Tractor sales in India were earlier concentrated in the northern states of Punjab. The increase in irrigated area. versus the Asian average of 14. the quantum of credit and the interest rate are. Different manufacturers adapt their products to the farm practices and soil conditions of the regions that they service. The availability of irrigation facilities determines the degree of farm mechanization and. Good monsoons. The refinance of bank credit to agriculture by NABARD is also a strong influence. do not affect tractor sales significantly. Upward revisions in support prices of agriculture crops. consequently. the south and the west have emerged as potential markets as well. INDUSTRY STRUCTURE (2) . will also increase the demand for tractors. common. Increasing sales in the southern and western States come from an improvement in irrigation facilities and increasing mechanization of agriculture. Since approximately 90% of the tractors are bought using agriculture credit from commercial.

(3) .From a small beginning in the 1960s. while a couple of players in the unorganized sector specialize in used tractors.000 units. but the biggest adverse impact has been overproduction and billing by some of the leading players COMPETITORS Six main players .Mahindra & Mahindra Ltd (M&M). Punjab Tractors Ltd (PTL).control most of the market. when a few thousand tractors were produced. India is now one of the largest producers of tractors in the world. Three multinationals. along with the US. Eicher Ltd. The Green Revolution of the late 1960s and increasing recourse to scientific cultivation have resulted in a substantial increase in the demand for tractors. John Deere and Greaves. in the past few seasons. New Ford Holland. but their combined sales have been below 6. Tractors and Farm Equipment Ltd (TAFE). From a production of 2. except Punjab Tractors Ltd. All Indian brands. Escorts Ltd. the volume sales of the industry reached 2. with a market share of 27%.66. have entered the market in the past two years. as well as in 1999-2000. have had overseas tie-ups and support since the beginning. have added to the downtrend. Mahindra & Mahindra is the leader in the industry. and Hindustan Machine Tools Ltd (HMT) .000 tractors in FY1971. The tractor industry’s growth has dropped to a low of 2-3% in 1998-99.073 units in FY2000. Product losses and un remunerative prices in a few States.

 Adjustable wheel base to meet the requirement of inter culturing operation in different crops  Ergonomically Designed  Better traction. On these basis the tractors were name as BAJRANG TRACTORS FEATURES  Design simplicity  Improved performance with reduced cost  High maneuverability due to small size and small wheelbase. stability and safety  Durable.BRAND NAME “MAJBUTI AUR SHAAN KE SANG – BAJRANG” The power points of the tractor are STRENGH & PRIDE on these basis name BAJRANG is given to Tractors as BAJRANG is the name of Powerful God in the Universe BAJRANGBALE [HANUMAN] and the name of any God in anything bring the Pride in it. reliable (4) . adds to the economy. greater control. It was also noted the rural consumers are more regional and great believers of God.  The fuel consumption. strong. which is comparatively low and low maintenance cost.

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it features simple controls and the metal seat. Later models would feature an enclosed cab to keep the operator out of the weather. etc. The drawing shows a wheel-tractor. with a seat for the operator and a hitch for pulling implements centered in the rear. including the ignition system and lights. In Tractor the machine is little more than an engine on wheels. just as with cars and light trucks. which comprised more than 95% of machines sold for farm use. Power from the engine can be transmitted to the implement being used through a power take-off (PTO) shaft or belt pulley. Direct ignition (diesel) and sparkdriven engines are both found on tractors. Tracked units also called crawler tractors.DESIGN TECHNICAL DESCRIPTION The heart of a tractor is a powerful internal combustion engine that drives the wheels to provide forward motion. MODELS (6) . The engine also provides energy for the electrical system.

Direct Injection Engine Mechanical Disc Brakes Complete Water Sealing Air Compressor Automatic Hydraulic System New Strengthened Bonnet (7) .[BELOW 30 HP [HORSE POWER] HC 2521 • • • • • HC 2522 29 Horse Power Category Efficient Direct Injection More Speed Mechanical Disc Brakes Complete Water Sealing Air Compressor Automatic Hydraulic System 25 Horse Power Category Direct Injection Engine More Speed Hydraulic Brakes Automatic Hydraulic Control System [30 – 40 HP [HORSE POWER] HC 3221 35 Horse Power Category Powerful AVL Designed Engine More Speed Mechanical Disc Brakes Complete Water Sealing Air Compressor Automatic Hydraulic System HC 3444 37Horse Power Category 4 . Direct Injection.Stroke. Diesel Engine Powerful Engine.

(8) .UNIQUE SELLING PROPOSITION Superior Performing Tractors at Competitive Prices High flexibility to farmers to perform all types of agricultural operations in any terrain.

for reasons of operator safety and comfort. harrowing. but enclosed cabs are fitted on almost all modern models. For BAJRANG TRACTOR the place which in which the company will start its business is North (Punjab. Iowa. with increased cropping intensity. tilling. disking. there is no substitute to tractors. While the net sown area stands around 140-142 MHA. Modern tractors use a power take-off shaft to provide rotary power to machinery that may be stationary or pulled. It is equally true even when power or transportation needs of the farm are considered. . This basic design has remained unchanged for a number of years. the gross cropped area is higher at 180-189 MHA. PLACE Of India’s total geographical area of 329 million-hectares (MHA). Increasing rural prosperity and education levels plus spreading awareness of the benefits from mechanization would also help speed up tractorisation. for plowing. planting. Haryana & Uttar Pradesh) West (Gujarat & Maharashtra) (9) . as much as 166 MHA is arable (2nd highest in the world). For farming activities. The tractor is a simple open vehicle with two very large driving wheels on an axle below and slightly behind a single seat (the seat and steering wheel consequently are in the center) and the engine in front of the driver with two steerable wheels below the engine compartment. John Froelich built the first gasoline powered tractor in Clayton County. In 1892. Tractors remain the crucial linkage in the commercialisation of agricultural products.P’s PRODUCT The tractor is used for pulling or pushing agricultural machinery or trailers. and similar tasks. Tractors used belts wrapped around pulleys to power stationary equipment.

000/7.000/7. (10) .40.PRICE PRODUCT NAME HC 2521 HC 2522 HC 3221 HC 3444 SEGMEMT 25 Horse Power 29 Horse Power 35 Horse Power 37Horse Power PRICE 4. which is due to incres the sales of company.25.40.000/4. along with the huge advertising compaign that the company is carrying out I will also carry out the basic promotional activities necessary for boosting the sales of the product like keeping stalls in Melas (Fairs) which will expose the companies whole range to all type of customers and promotion can also be done by providing seasonal schemes to get the focus of the customer in every season. than it will be increased as per the marketing stratergy.000/- The above prices include 20% profit. Promotion As the promotion part is considered.25.

If need arise the company will also appoint some retail outlet in the villages for penetration in market. (11) .DISTRIBUTION BAJRANG COMPANY DEALERS CUSTOMERS Initially BAJRANG TRACTORS will have the 150 dealers in the places of sale than it will increase its dealer’s distribution network.

PRODUCT LIFE CYCLE OF MY PRODUCT Product life Cycle of Tractor is of 3 years. 1) INTRODUCTION STAGE: In Tractor business name place very important role till that time the name is not know or not have place in market tractor will not sale. Prices Distribution. West Bengal. Winning competitors’ customers. Personal selling. Which will be CENTRAL (Madhya Pradesh & Rajasthan) EAST (Bihar. Karnataka & Kerala. enter new market segments. 3) MATURITY STAGE: Here I will try to Expand number of brand users by:     Converting non-users into users. financial. Convince current users to increase use of life insurance and also other types of insurance so as to minimize their risks. Then my advertising strategies will Shift from productawareness advertising to product-preference advertising. Profits rise and fall at different stages of the product life cycle. and human resource strategies in each life cycle stage. My marketing strategies will be based on the features of my product. Here I will try to expand my market share. Orissa & Assam) SOUTH (Andhra Pradesh. I will also modify marketing mix of my products. purchasing. and problems to the seller. Services (12) . each posing different challenges. 2) GROWTH STAGE: In the growth stage my focus will be on improving the product quality and add new product features and Add new policies. Product sales pass through distance stages. I will also focus on increasing distribution coverage and enter new distribution channels. Products have a limited life. Entering new market segments. Sales promotion. Advertising. Tamil Nadu. Products require different marketing. opportunities. To say that a product has a life cycle asserts four things. In the introduction stage I will focus of sales rather than profit for the purpose of name I will try to make people more aware about launching of my product so as to get maximum number of customers. manufacturing.

SEGMENTATION & TARGETING: HP BELOW 30 ABOVE 30 SEGMENTATION NORTH WEST NORTH NORTH WEST TARGETED CUSTOMER UTTAR PRADESH GUJARAT PUNJAB HARYANA MAHARASHTRA FACTORS CONSIDERING SEGEMENTATION AND TARGETING:  AGRICULTURE INCOME  INCOME LEVEL  SOIL [FERTILITY]  POPULATION  COMPETITORS  CLIMATE  INFRASTUCTURE (13) .

That means the local language of the territory is used along with the National language. WALL PAINTINGS I will also use Wall Painting as. as it will be easy for the people to accept it. Through Wall Paintings in main. (14) .  LOCAL RESOURCES OF ADVERTISING HOARDINGS Hoardings are very common resource of Advertising as they are very flexible to be used at anywhere. So that the product is focused to each one passing by. & Radio. As for the Rural Markets the Advertisements are basically done by local as well as other major resources like T. Fairs. Therefore I will like to place the Company’s hoardings on the areas like Main Roads.V. main areas of the villages or the territory will have a impact on the people about the presence of the Brand in the village.ADVERTISING For Advertising I will mainly focus on the National language to be used in my Advertisements.V. But I will enforce much on the local resources available for the promotion of the product along with major ones like T. Exhibitions the Banners can be used as effective media of Advertising. & on special occasions like Melas. Chowks. As it is acceptable in the Rural Area & I would also prefer the use of Regional languages. Entrance of the shop etc. & Radio. SHUTTER PAINTINGS I will focus my Product & Brand through using the Shutters of the Dealers & Retailers to be painted with the Companies name & featuring the product.

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