CONTENTS
CHAPTERS PAGE
NO.
ABSTRACT
RESEARCH METHODOLOGY
1. CHAPTER-1
1-11
A. INTRODUCTION 2
2. CHAPTER-2
12-14
a. ORGANIZATIONAL STRUCTURE
13
3. CHAPTER-3
15-22
A. PRODUCT RANGES
14
4. CHAPTER-4
23-25
A. PLANT LOCATIONS
22
5. CHAPTER-5
26-40
A. MARKET SHARE 25
6. CHAPTER-6
41-56
A. MARKETING STRATEGIES
40
7. CHAPTER-7
57-65
A. COMPITION IN MARKET
56
8. CHAPTER -8
66-84
A. DATA ANALYSIS 67
9. CHAPTER 9
85-86
A. SUGGESTIONS
86
10. CHAPTER 10
87-88
A. LIMITATIONS
88
11. CHAPTER 11
89-90
A. CONCLUSION
90
12. BIBLIOGRAPHY
91-92
MAIN CONTENT LIST
CHAPTERS PAGE
NO.
ABSTRACTS
RESEARCH METHODOLOGY
1. CHAPTER-1
1-11
1.1 INDIAN TRACTOR MARKET
1.2 COMPANY PROFILE
2. CHAPTER-2
12-14
2.1 ORGANISATION CHART FOLLOWED BY ITL
13
2.2 DISTRIBUTION NETWORK 14
3. CHAPTER-3
15-22
3.1 PRODUCTS OF SONALIKA
16
4. CHAPTER-4
23-25
4.1 HEAD OFFICE
24
4.2 MARKETING OFFICE (DOMESTIC)
24
4.3 CORPORATE OFFICE
25
5. CHAPTER-5
26-40
5.1 MARKET SHARE OF SONALIKA TRACTOR
27
5.2 MARKETING ANALYSIS
32
6. CHAPTER-6
41-56
6.1 MARKETING STRATEGIES
42
6.2 BRANDING
47
6.3 PACKAGING AND LABELING
50
7. CHAPTER-7
57-65
7.1 MAJOR PLAYERS IN INDIAN TRACTOR MARKET
58
7.2 MAJOR PLAYERS IN TRACTOR MANUFACTURING
60
8. CHAPTER -8
66-84
8.1 ANALAYSIS AND INTERPRETATION
67
9. CHAPTER 9
85-86
9.1 SUGGESTIONS
86
9.2 PRODUCT AWARENESS
86
10. CHAPTER 10
87-88
10.1 LIMITATIONS 88
11. CHAPTER 11
89-90
11.1 CONCLUSION 90
12. BIBLIOGRAPHY
91-92
ABSTRACT
The tractor industry in India has developed over the years to become one of
the largest tractor markets in the world. From just about 50,000 units in early
eighties the size of tractor market in the country has grown up to over
400,000 units. Today industry comprises of 19 players, including 3 MNCs. The
opportunities still are huge considering the low farm mechanization levels in
the country, when compared to other developed economies across the world.
After a downturn during last 3-4 years, the industry is back on a growth path,
which we believe would sustain in coming years as well. Key concern for the
industry is its dependence on Agricultural income in hands of farmers and
the state of monsoon. Today there are as many as 19 players operating into
tractor manufacturing activity in the country. However, about 97 per cent of
market is shared among the top 6 players only.
Sonalika is the one of the top 3 tractor manufacturing companies in India,
other products include of, Multi utility vehicles, engines and various farm
equipments. Today the group stands tall with an approximate turnover of
5000 Crore INR. An average growth of 30% makes it one of the fastest
growing corporate in India. It is also one of the few debt free companies.
Group has strength of about 2000 employee technocrats. The company
works on the maxims of low production cost and clean and safe environment.
Such efforts have fetched the company the accreditation like ISO 9001 and
ISO 14001. History reveals that innovation is the key to continued progress
and when applied to technology that touches human life, it can unfold a
whole new economic phenomenon that has the power to change the world.
With unique initiatives like the Thought leadership Forum, Leadership Forum,
we have been able to create a unique platform for learning through success
stories of industry leaders. The success saga of Sonalika Group a business
conglomerate having prime interest in agricultural & auto machinery goes
back to nearly 5 decades. The corporate philosophy embedded in trust,
quality and commitment has helped the group to carve out a niche for itself
in the highly competitive world of Machinery. Sonalika is the fastest growing
tractor company registering growth over growth since its inception has
crossed 1.80 lac merely in 10 years & has attained one of the position in top
three in India.
RESEARCH METHODOLOGY
Research methods are all those methods/techniques that are used for
conducting to the researchers use in performing research. Here more
emphasis is made on collection of the data directly through the customers
with directly interacting with them.
OBJECTIVES OF THE STUDY: -
Considering the importance of the study, the following main objectives have
been drawn out.
1. To study and understand the profile of JK TYRES and various activities in
the company
a. The study made with special reference to PRODUCT MIX
b. To know the reaction of the consumers towards the Brand
c. To offer suggestions for major findings
SCOPE OF THE STUDY: -
Scope of the study extends to discover dealers reaction to the products
performance and physical characteristics, of J K TYRES.
Perform various marketing activities, how the product is perceived as
compared to its competitors performance with respect to quality, advertising
and company good will.
METHODOLOGY ADOPTED: -
The chief criteria for the validity of any research study lies in the
methodology an esquire would prove a failure if it were not done along
certain methodical lines.
PRIMARY DATA: -
Primary data was collected through structured questionnaires, which were
given to variety of respondents and personal discussion.
SECONDARY DATA: -
Secondary data was collected through company manuals, study materials
and survey reports.
SAMPLING: -
Random sampling: -
It is based on theory of probability. It provides known zero change for
selection of each population element. Under this sampling design every item
of the universe has an equal chance of inclusion in the sample. It is so to say
a lottery method in which individual units are picked up from the whole
group, not deliberately but by some mechanical process.
Sample Unit:
In this study the respondents are from Bareilly City.
Sample Size:
Sample size has taken 50 respondents.
