SUMMER TRAINING REPORT

ON
Promotion of new product Mahindra
Yuvraj-215 In Lucknow district

SUBMITTED IN THE PARTIAL FULFILLMENT FOR THE DEGREE OF

MASTER 0F BUSINESS ADMINISTRATION
BY
G.B. TECHNICAL UNIVERSITY
SESSION: 2011-2012

Submitted to: Submitted by:

Mr. Ravi Karan Singh Azhar siddeeq
Asst. Professor Roll No. 1044270033
SBS-CTM, Lucknow MBA III sem

Under the guidance of

Mr. Ashish saraswat

1
 Declaration

I hereby declare that this report on Promotion of new product

Yuvraj-215 In Lucknow district has been written and prepared by
me during the academic year 2011-2012.This project was done under the
able guidance and supervision of Ekta mam , Faculty, SBS CTM and Ashish
Saraswat Sir & Aknsha Mam ., Mahindra tractors , Company Ltd.,
Lucknow in partial fulfillment of the requirement for the Master Of Business
Administration Degree course of the SBS CTM.

I also declare that this project is the result of my own effort and has not been
submitted to any other institution for the award of any Degree or Diploma.

Place: Lucknow
Azhar Siddeeq

2
 Acknowledgements

If words are considered to be signs of gratitude then let these words convey
the very same
My sincere gratitude to Mahindra & Mahindra co. ltd for providing me with
an opportunity to work with Mahindra tractors and giving necessary
directions on doing this project to the best of my abilities.
I am highly indebted to Akansha mam , Channel development manager of
Mahindra tractor & Ashish saraswat sir Area manager of Mahindra tractor. ,
who has provided me with the necessary information and also for the
support extended out to me in the completion of this report and his valuable
suggestion and comments on bringing out this report in the best way
possible.
I also thankEkta mam, SBS CTM , Lucknow , who has sincerely supported
me with the valuable insights into the completion of this project.
I am grateful to all faculty members of SBS CTM , Lucknow and my friends
who have helped me in the successful completion of this project.

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Table of contents

Sr. No. Particulars Pages

1 Introduction 6 - 17

1.1 Introduction to the project 7

1.2 Scope of the project 8

1.3 Importance of the study 9

1.4 Objectives of the study 10
1.5 Research Methodology 11-16
1.6 Limitations of the study 17

2 Industrial profile of farm 17 - 23

equipment sector

2.1 INDUSTRY SCENARIOS 19

2.2 History of the Tractor 19

2.3 Uses of Tractors 20
2.4 Role of Tractors in Indian 21
Agriculture
2.5 The Indian Tractor Market 22-23

3 Company Profile 24 - 46

3.1 Profile of Mahindra & 24-25

Mahindra Tractors
3.2 Mahindra Tractor Histories 26-28

4
3.3 About Mahindra Group 29-42

3.4 Product Profile 43-46

4 THEORETICAL 47 - 54
FRAMEWORK

4.1 Definition of PROMOTION 48

4.2 COMPONANTS OF 49

PROMOTION

1. ADVERTISING: 49-50

2. SALES PROMOTION: 50-52

3. PERSONAL SELLING: 52

4. DIRECT MARKETING: 53

5. PUBLIC RELATIONS: 54
5 Plans & Actions 55 - 64

6 Data analysis 65 - 82

7 Recommendations & 83 - 84
Findings
8 Conclusion 85

9 Bibliography 86

5
CHAPTER I

Introduction
Scope of the project
Importance of the study
Objectives of the Study
Research Methodology
Limitations of the Study

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 INTRODUCTION TO THE PROJECT

This chapter explains about the background and states the objectives of the project. The
purpose of the study is to create the awareness of Yuvraj-215 and increase the penetration
of the product in district Lucknow.

Promotion is comprehensive terms, and covers the entire gamut of advertising, publicity,
public relations, personal selling and sales promotion. Sales promotion is thus a part of
promotion and is restricted to direct inducement on a short-term basis services.

The same promotional strategy was applied by Mahindra to promote their products and
boost up its sales. Mahindra performed promotional activities like canopy, live
demonstration displaying the product in Ek Mahindra outlets, testimonial, brusher
distribution & one to one product pitching to mango orchard owners, farm owners,
contractors & traders etc.

In the present competitive world if any business organization has to survive, it needs to
keep an eye on various forces operating in the market. More over competitors constantly
try to win over others. In this scenario, every business organization needs to monitor the
changes taking place in the market so that they are not caught. Market research is an
efficiency tool in the hands of a marketer that helps him to take changes taking place in
the market.

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 SCOPE OF THE PROJECT

The scope of the study is limited only to the Lucknow city.

The main purpose of survey is to create the awareness of Yuvraj215 to

Boost up its sales.

The promotional activity was restricted only for Lucknow.

The activities were carried out only at specified locations.

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 IMPORTANCE OF THE STUDY

This study is important in the sense as we can measure the position of the product after
analyzing the data that we have with us. This study also gives an experience to the
management student who is doing the research, as it is the base of marketing.

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 Objectives of the study
1. To create awareness of Yuvraj 215 and increase the penetration of
Product in Lucknow district.

1 2. To identify & explore new market for Yuvraj215.

2
3. To find out the measures to boost up sales.

1 4. To analyze the awareness among public about the Mahindra

1 Tractors.

5. To analyze the awareness among the public about Yuvraj 215.

2 6. To find out the reasons for low sales of Yuvraj215.

1 7. To conduct promotional activity to boost sales of Mahindra

0 Yuvraj215.

1 8. To conduct promotional activity in various places like Cattle

2 market, Ek Mahindra outlet etc.
3
9. To increase the prescription rate among the respondents by using promotional
tools.

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 RESEARCH METHODOLOGY

DEFINITION:

Research refers to a search for knowledge. It can be defined as a scientific and

systematic search for pertinent information on a specific topic.
Research comprises defining and redefining problems, formulating hypothesis or
suggested solutions; collecting, organizing and evaluating data; making deduction and
reaching conclusions; and at last carefully testing the conclusions to determine whether
they fit the formulating hypothesis Clifford Wood.

RESEARCH METHODOLOGY

It is a way to systematically solve the research problem. It may be understood as science

of studying how research is done scientifically. In it we study the various steps that are
generally adopted by the researcher in studying his research problem along with the logic
behind them. In general, methodology is an optional framework within which the facts
are placed so that the meaning may be seen more clearly. The sources of data shown that
designing of a research plan calls for decision on the data sources are research approaches
(primary and secondary data) research instruments (observation survey experiment)
sampling plan and contact methods (personal interviews).

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RESEARCH DESIGN

A research design is the determination and statement of the general research approach or
strategy adopted for the particular project. It is the heart of the planning. If the design
adheres to the research objectives, it will ensure that the client need will be served.

Research design is a plan structured and strategies of investigation. It is the arrangement

of condition and analysis of data in a manner to combine relevance to the research
purpose with economy in procedure.

In order to achieve the objective it was necessary to talk to the customers and
public to draws the conclusions regarding the objective.
For visiting the customers and publics to collect the relevant information; a
questionnaire has to be designed. The questionnaire was designed in such a
manner to achieve the objective of the research.
The sample size taken is 100 customers and publics.

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TYPE OF RESEARCH

In this project, Descriptive Research has been used.

Descriptive Research:
This is kind of research structure which is concerned with describing the characteristics
of the problem. In this way the main purpose of such a research design is to present a
descriptive picture about the marketing problem on the basis of actual facts. For this it is
important to obtain the complete and actual information about the subjects.

NATURE OF RESEARCH

Quantitative type of research has been used. As all the data was based on numerical
figures obtained in the survey.

TYPE OF QUESTIONS
The questions were self-administered, with a view to obtain maximum information from
the respondent that is why the questions were straightforward.

TYPE OF QUESTIONNAIRE
The entire questionnaire was standardized and formalized.

TYPE OF ANALYSIS
As all the data found in the survey is totally numerically so the type of analysis was
statistical.

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SOURCE OF DATA

PRIMARY DATA

The data which is collected fresh and for the first time and thus happen to be the original
one characteristic is called as the primary data.
1
SECONDARY DATA

The data which is already collected by someone else and which have been passed through
the statistical process is known as the secondary data.

METHODS OF COLLECTING PRIMARY DATA

Interview Method

In this project I have taken the questionnaire method for collecting necessary
information. In this method a questionnaire is given to the person concerned with
question to answers the question and return the questionnaire.
A questionnaire consists of number of question printed in a definite order on a form or a
set of form.

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SELECTION OF THE SAMPLE/SAMPLING PLAN

This is one of the most important steps of a research design procedure. Generally, in
most of the marketing studies on sample or most of the sub group of the total
population pertaining to the subject is included on the place of the universe.
The following things are primarily considered in the sample:-

Sample size

The sample size of the population was 100 respondents.

Sample Population

A survey of people who either own or plan to purchase tractor and on located in
Lucknow city only.

Sample extent
1
2 Mohan lalganj
3 Gosai ganj
4 Malihabad
5 Maal
6 Bakshi ka talab
7 Itaonja

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 Sampling Methods

The sampling method for the survey was random sampling. Random sampling suggest
away of sample selection where in any item of the population is likely to be selected
in a sample as any other item it means that all items of the population have equal
probability of being selected in the sample.

SECONDARY DATA COLLECTION

The report mainly consists of a data from the primary source gathered the schedule of
questions. Questionnaire is the formal tool of asking questions directly from
respondents by which questions are asked. Information about the product is taken
from various sources such as websites, newspapers etc

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 Limitations of the Study
Time constraint has prohibited from going deep into the subject.

The information obtained or the collection of data is limited.

The study is purely academic.

Due to time, constraints the study is restrict to Lucknow city only.

Only the customers of Lucknow district were considered as

Respondents.

The survey was conducted in this rural sector of respondents.

The information provided by respondents could be biased.

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Chapter-2

INDUSTRY SCENARIOS
History of the Tractor
Uses of Tractors
Role of Tractors in Indian
Agriculture
The Indian Tractor Market

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 INDUSTRY SCENARIOS
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 200,000 units. Today
industry comprises of 14 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. Key concern for the industry is its dependence on
agricultural income in hands of farmers and the state of monsoon. The key players
are Sonalika, John Deer, Mahindra, New Holland etc.

History of the Tractor

The word tractor was derived from the combining parts of the word tractor and motor
and was first noted in a patent issued in USA in 1890. A self-profiled power unit used
to pull 100 to carry and operate till age cultivation harvesting, machinery to provide
power take of or other, power out let a drive stationary and down implements,
machinery as distinguish from tractor to pro puller steam engine tractors.
Tractor was first used during the 1870's these tractors called tractors engine were
large four wheeled machine driven by steam. They provided enough power to pall as
money as 40 plough they were too awkward to be practical. The first tractors in the
since of powered traction vehicles, grew out of the stationary and portable
steam engine operated on farms in 19 the century and used to hour plows by 1890's.

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Uses of Tractors

Following are the uses of tractor.

1. In the field of agriculture tractor have on important role to play in rising

productivity.
2. Tractor is used in the field of transportation. The fertilizers can be carried to
the field & the produce to the market with the help of tractors. It is also for the
purpose of transportation goods from one place to another.
3. Through the use of tractor farm practices were revolutionized & agriculture
crops were increased per hectare. Mechanized farming becomes possible
through the use of tractors.
4. In stone crushers before the blasting of rocks drilling machines are used to
drill the rocks with the help of tractors.
5. Not only has animal power been displaced & human effort reduced
through the use of tractors.

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Role of Tractors in Indian Agriculture

India has always been heavily dependent on agriculture for its economic growth.
It follows that mechanized farming would increase agriculture output in the
given the huge trucks of land which cultivated are would assume that tractors are
sold in a big way in our country.
Indian agriculture is as old as civilization itself & the Indian farmer has the benefit
of a vast past experience the yield of crops in India are very low when compared
to even some of the south east when compared to even some of the south east
Asian countries.
Agriculture forms the backbone of the Indian economy & despite concerted
industrialization in the last four decades; agriculture occupies a place of pride.
Being the largest industry in India, it is the source of livelihood for over
70% of the national income. Its importance in industrial development in the
supply of raw-materials to leading industries like jute, textile, sugar etc, is very
high.
Agriculture increase national income & it helps in industrial development,
agriculture helps for the promotion of international trade & the development
of agriculture is essential for economic growth, the significance of agriculture in
India arises also from the fact that the development in agriculture is an essential
for the development
of the national economics.
Though the experience of Indian farmer the yields crops in India very low when
compare to other countries. For this reasons are quite obviously mono
cropping & repeated use of land without rest is one problem is the efficient use
of good fertilizers expect domestic fertilizers also primitive & traditional, besides
the wooden plough, hoe,
sickle & other old method of practicing agriculture no any mechanical or other
devices are used.
By mechanization of agriculture, we mean the replacement of animal & human
power by machinery & pouching done by tractors. Sowing & putting of fertilizers
by the drill & reaping & thrashing by the combined harvester & so on. The
tractors will so be used in transporting crops to markets. By using tractors, crops
can be easily taken.

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The Indian Tractor Market

The Indian tractor industry, dominated since time immemorial by a few

known brands, is in the process of a change. A look at the average growth rate
recorded by the tractor industry point towards a general slowdown. The growth rate
for the eight month period April- November 1996 has dropped to 13% from 16%
recoded during the previous year. Among the 3 Indian majors, Mahindra &
Mahindra Tractor &Farm Equipment (TAFE) & Punjab tractors, only M&M has
recorded a marginal drop in market share.
Overall all of them have witnessed increased sales in terms of volume. As for the
others which include the links of Eicher, HMT, ESCORTS etc., there has been steady
Eros the market share. A begin state policy, which provides the buyer subsidies & soft
loans has seen the tractors become a popular substitute for the LCV as utility vehicle
in rural areas. Due to the general slowdown in the growth rate of the Economy,
the industry expects to slow down. The growth rate in tractor declined from
18.5% in 1994-95 to 17.3% in 1995-96 & 1996-97 (April-Nov).
But there is one company which has defined this entire slowdownpattern & is
growing at a steady pace. The co. is Punjab Tractors Ltd. The market share of Punjab
tractors has increased from 11% to 14.9% in 1996-97 (April- December). It overtook
Eicher in 93-94& Farm Equipment (TAPE).
The future of the tractor industry will see a shakeout of sorts. The small players will
either have to survive. According to experts, ten years from now, the market will
stagnate. If at all there is a market that will grow, it will be one for replacements. Till
then Tractor players will continue to trudge along slowly maintaining a 5-6 percent
growth rate.
Hence the performance of the companies, from the automobile industry that have
featured in this year's top50 reveals that though the industry is in the grip of
recession players with very good fundamentals will always continue to reward the
investors.
The Indian tractor industry sold approximately 2.2 lakh tractors between, April
1996&March 1997. On an average the tractor market gas grown by 6% to 7% each
year since 1993. When the industry was of around 1.4 lakh tractors in all these years
some of the companies had limited production capacities & the customer had to wait

22
for most popular models. These problems were more acute in the season & often
aggravated by the Short supply of premium models.

However, since October 1996, a distinct change has been observed in the tractor
market. All tractors models, including the so called premium products, are
readily available in the show room. The main reason for this phenomenon is that
all tractor manufacturers have been gradually increasing their production volume
in the last few years and presently the total production capacity of all the
tractor manufacturers has reached approximately 2.7 lakh units. This will ease the
supply position of tractors and in times to come the customer will not have any
waiting period for a tractor.

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Profile of Mahindra & Mahindra Tractors

Mahindra and Mahindra Limited were incorporated on October 2, 1945 as a

private limited company under the Indian Companies Act of 1913 by two
brothers, Mr. J.C. Mahindra and Mr. K.C. Mahindra. It was converted into a
public limited company on June 15, 1955. Mahindra & Mahindra Ltd, one of the
largest private sector companies in India, is the flagship company of the Mahindra
Group. The company commenced
Operations in 1945 to manufacture General Purpose Utility Vehicles and later on
entered into manufacturing of Tractors and Light Commercial Vehicles (LCVs).
Over the years, the company has expanded its operations from automobiles and
tractors to steel, trading and manufacturing of Ash Handling Plants & Traveling
Water Screens. The company is focused to become a world giant in the tractor
business. It has already made its presence felt in countries in Europe, Latin
America, Africa and United States of America.

Mahindra and Mahindra began operations, with assembly of jeeps imported in

semi knocked down (SKD) condition form wills, USA Mahindra and Mahindra
started manufacturing jeep in collaboration with wily overland corporation and
American motor cooperation (now parts of the Chrysler group) in 1954 and
LCVs in 1965.

Tractor production started in 1965 in a joint venture company with technical

collaboration of international harvester company Chicago, USA. This company

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was merged with M and M in 1977. M and M is originally a principal supplier to
the government for defense and
Other departments. M and M has restructured its operations. While the focus is
an automotive and tractor divisions most of the other business including IT,
Infrastructure and financial services have been hired off into new ventures.
Mr. Anand Mahindra is a member of the class of 1977 Harvard College,
Cambridge; mustache sets form where he graduated manger cum laude (high
honors). In 1981 he secured on MBA from the Harvard business school in Boston
after returning the India he joined Mahindra urine steel company ltd.
In 1989 he was appointed president and deputy-managing director of MUSCO. In
April 1997, he moved over to M and M as the deputy- managing director. In April
1997, he was appointed as the managing director by the board of M and M. Mr.
Mahindra was also the co promoter and is the chairman of total Mahindra
finance ltd. Mr. Mahindra writes frequently on business and general economic
subject is leading business and writes frequently on business and general
economic subject is leading business and Business magazines.

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 Mahindra Tractor Histories

From army vehicles to farm tractors to major automobile manufacturing,

Mahindra's relationship with American industry goes back quite a few years.
American GI's who served in India during World War II recognize our parent
company, Mahindra &
Mahindra, which in l945 was selected to assemble the famous Willis Jeep.
Following Indian independence in 1947, Mahindra & Mahindra charted a course
of product expansion and globalization. The philosophy led to the companys
entrance into the worldwide tractor.
In 1962, M&M formed a joint venture with International Harvester to make
tractors carrying the name Mahindra name-plate for the Indian market.
Armed with engineering, tooling and manufacturing know-how gained from this
relationship, M&M-a major auto maker- developed its first tractor, the B-275.
This successor to International Harvester's incredibly popular B-414 is still the
basis for some current Mahindra models.

Mahindra & Mahindra began manufacturing tractors in the early 1960s for the Indian
market. Nearly 50 years later, Mahindra has become one of the top three tractor
companies in the world with annual sales above 150,000 and over 1.6 million tractors
sold to date. Mahindra products are making farms more prosperous in more than forty

26
countries on six continents. Following the vision of farm-tech prosperity, it has also
expanded into farm-support services, including agri-mechanization solutions under
Mahindra AppliTrac; seeds, crop protection, and market linkages and distribution
through Mahindra ShubhLabh; and agri-support information and counseling through
the Samriddhi Initiative.

Through this network of services, it aims to empower the rural farmer and transform
rural productivity, income, and living standards. It wants to improve farm lifestyles
by making hard work easier, increasing yields, and increasing returns. All Mahindra
tractor brands, ranging from the 15 HP engine to 75 HP, have been designed in close
communication with farmers about their day-to-day tractor usage and farming
practices. Mahindra farm equipment and services provide a comprehensive support
system to help farmers prosper.

Mahindra see a tremendous latent demand for tractors in India. Less than 10 percent
of all farmers own tractors, and 93 million of 116 million farm plots smaller than five
acres. Mahindras small, low-cost tractors have the potential to revolutionize these
farmers productivity and work experience by mechanizing small farms for the first
time, and their larger tractors help farmers continue to grow. Mahindra has been the
market leader in India for nearly three decades with a market share above 40 percent.

This close relationship to Indian agricultural development has given Mahindra

extensive expertise in designing and manufacturing farm equipment in response to
local conditions, enabling them to enter foreign markets across the world. Today,
Mahindra has footprints in the United States, China, Australia, New Zealand, Africa
(Nigeria, Mali, Chad, Gambia, Angola, Sudan, Ghana, Morocco), Latin America
(Chile, Argentina, Brazil, Venezuela, Central America and the Caribbean), South Asia
(Sri Lanka, Bangladesh, Nepal), the Middle East (Iran, Syria) and Eastern Europe
(Serbia, Turkey, Macedonia). It has a customer base of 1.45 millionand growing.

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29
About Mahindra Group

Founded in 1945 as a steel trading company, it entered automotive manufacturing in

1947 to bring the iconic Willys Jeep onto Indian roads. Over the years, it has
diversified into many new businesses in order to better meet the needs of its
customers. It follows a unique business model of creating empowered companies that
enjoy the best of entrepreneurial independence and Group-wide synergies. This
principle has led its growth into a US $12.5 billion multinational group with more
than 119,900 employees in over 100 countries across the globe.

Today, its operations span 18 key industries that form the foundation of every modern
economy: aerospace, aftermarket, agribusiness, automotive, components, construction
equipment, consulting services, defense, energy, farm equipment, finance and
insurance, industrial equipment, information technology, leisure and hospitality,
logistics, real estate, retail, and two wheelers.

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32
Leadership

The company has always believed that ethics and good governance
coupled with vision and grit are fundamental to being a successful business,
and its leadership team embodies these beliefs.
Keshub Mahindra

Chairman-Mahindra & Mahindra

For over five decades, Keshub Mahindra has enabled Mahindra and its
people to rise. He joined Mahindra & Mahindra in 1947 and became
Chairman in 1963. He continues to be involved with the day-to-day activities
of the company today and has literally been the backbone of the company.

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Anand Mahindra

Vice chairman& Managing Director M & M

Anand Mahindra started off at Mahindra in 1981 when he joined Mahindra

Ugine Steel Co (MUSCO), a major producer of specialty steels, as Executive
Assistant to the Finance Director. In 1989, he was appointed President and
Deputy Managing Director of the company.

While at MUSCO, Anand spearheaded Mahindras growth and diversification

into new business areas like real estate and hospitality management. In
1991, he was appointed Deputy Managing Director of Mahindra & Mahindra,
the countrys leading producer of tractors and off-road vehicles. He initiated a
comprehensive change program to make the company an efficient and
aggressive competitor in the new liberalized economic environment in India.
In 1997, he was promoted to Managing Director, and in 2003 he also became
Vice Chairman.

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The group executive board (GEB)

The Group Executive Board (GEB) Made up of people from all segments of
industry, the GEB explores synergies between all its businesses to unite its
goals and forge strategic plans.

Anita Arjundas
Zhooben Bhiwandiwala
CEO Real Estate Sector and
Executive Vice President & Managing
Managing Director, Mahindra
Partner Mahindra Partners Division
Lifespace Developers

Rajeev Dubey
Bharat Doshi
President Group HR & Aftermarket
Executive Director & Group CFO
Sector, Mahindra & Mahindra

Pawan Goenka C.P. Gurnani

President Automotive & Farm Chief Executive Officer Mahindra
Equipment Sectors Satyam

Ruzbeh Irani
Ramesh Iyer
Executive Vice President Corporate
Managing Director Mahindra &
Strategy & Chief Brand Officer,
Mahindra Financial Services
Mahindra Group

Romesh Kaul
Rajesh Jejurikar
Global CEO Gears Business, Systech
Chief Executive Automotive Division
Sector

35
Harsh Kumar
Managing Director Mahindra Hemant Luthra
Intertrade & Mahindra Steel Service President Systech Sector
Centre

Anand Mahindra
Anoop Mathur
Vice Chairman & Managing Director
President Two Wheeler Sector
Mahindra & Mahindra

Bishwambhar Mishra
V.S. Parthasarathy
Chief Executive - Tractor & Farm
Group CIO, Executive Vice President -
Mechanization, Farm Equipment
Finance, M&A
Sector

Uday Phadke Rajiv Sawhney

President Finance, Legal & CEO, Mahindra Holidays & Resorts
Financial Services Sector India Ltd.

Pravin Shah
S.P. Shukla
Chief Executive International
Special Group Projects, Member of
Operations, Automotive & Farm
the Group Executive Board
Equipment Sectors

Rajan Wadhera
Chief Executive Technology, Ulhas Yargop
Product Development and Sourcing, President Information Technology Sector & CTO,
Automotive & Farm Equipment Mahindra Group

Sectors

GUIDING PRINCIPLE

36
BRAND

Since 1945, The Company has been built around the core
idea that people will succeed if they are just given the
opportunity. Employees across the Group constantly challenge conventional
thinking to create solutions that make a significant difference in the lives of
customers. That is why everything Company buildbe it a tractor, financial
service, solar-powered lamp, or softwareis designed to empower you to
reach your potential.

Internally, Company follow three basic tenets accepting no limits,

thinking alternatively , and driving positive change in everything it

does. These brand pillars guide all actions of company and business
decisions from deciding whether to enter a new field or planning a portfolio of
services.

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Accepting No Limits-

Company accept no limits, and ask the same of everyone else. In return,
it works relentlessly to provide the tools, information, and inspiration to push
past limitations and comfort zones.

This challenger spirit galvanized it to meet the oil crisis in the 1970s by re-
engineering its fuel-efficient tractor engines for utility vehicles. It led the
company to take on the challenge of designing the Scorpio utility vehicle at a
cost that many industry experts thought was impossibly low. Company has
created completely new business models to enter areas others had written off
or ignored, like its leading hospitality business and its rural financial services.
And company just registered its highest ever profits despite the worst global
recession since the Great Depression.
This determination influences every aspect of its culture and its employees.
As a result, each Mahindra business constantly pushes the envelope and
raises the bar as it strive to deliver better value to its customers.

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Alternative Thinking-

Alternative thinking means solving problems in ways no

one has thought of before, by using fewer resources and entering markets
thought to be unreachable.

Take the Scorpio for exampleCompany developed its best-in-class utility

vehicle from the ground up using a process that put drivers needs first. its
Energy Solutions help businesses keep going when everyone elses lights go
out. Company builds two wheelers that provide affordable mobility solutions to
more people. And its extensive array of innovative IT services are increasing
productivity at some of the worlds leading companies.

Thinking alternatively isnt always easy, but its always worth it.

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Driving positive change-

Mahindra is a business with a conscience . Every product Mahindra

make and each market Mahindra explore must make sound economic sense,
but it just so happens that smart business decisions are often good for people
and communities as well.

Mahindra strive to spread positive impact through its products and services by
greening its manufacturing process and by being a good employer. Mahindra
want to be counted among the global companies that make incredible
products and services, but it also wishes to be recognized for creating a better
world.

From building green homes with the most eco-friendly materials to providing
loans to rural entrepreneurs, from designing goods carriers that run on
compressed natural gas (CNG) to offering educational programs and
supporting Indian theater, Mahindra strive to make a positive impact on all the
lives it touches.

40
Purpose & Values

Motivation to give best every day comes from its core

purpose: Mahindra will challenge conventional thinking and innovatively use
its all resources to drive positive change in the lives of its stakeholders and
communities across the worldto enable them to Rise.

Its products and services support its customers ambitions to improve their
living standards; its responsible business practices positively engage the
communities it joins through employment, education, and outreach; and its
commitment to sustainable business is bringing green technology and
awareness into the mainstream through its products, services, and light-
footprint manufacturing processes.

This commitment to sustainabilitysocial, economic, and environmental

rests upon a set of core values. They are an amalgamation of what it has
been, what it is, and what it wants to be. These values are the compass that
guides its actions, both personal and corporate. They are:

41
Good corporate citizenship

Mahindra will continue to seek long-term success in alignment with the needs
of the communities it serves. It will do this without compromising on ethical
business standards.

Professionalism

Mahindra has always sought the best people for the job and given them the
freedom and the opportunity to grow. It will continue to do so. It will support
innovation and well-reasoned risk taking, but will demand performance.

Customer first

Mahindra exist and prosper only because of the customer. It will respond to
the changing needs and expectations of it customers speedily, courteously
and effectively.

Quality focus

Quality is the key to delivering value for money to its customers. It will make
quality a driving value in its work, in its products and in its interactions with
others. It will do it 'First Time Right.'

Dignity of the individual

Mahindra will value individual dignity, uphold the right to express

disagreement and respect the time and efforts of others. Through its actions,
it will nurture fairness, trust, and transparency.

42
Mahindra Yuvraj 215

43
Mahindra & Mahindra recently launched its 15HP tractor called Yuvraj
215 priced at Rs 185215. Targeting the small and marginal farmer with an
average landholding of two to five acres of land.

ENGINE:

Engine Hp 15HP
No. of cylinder 1 cylinder
Power (Displacement) 863.4 CC
Rated RPM 2300 rpm
Air cleaner wet type
Cooling Water-cooled
Emission BS iii

Transmission:

Types Sliding mash

No. of speed 6 Forward, 3 rivers
Maximum speed 25.62 Km / Hr
Maximum reverse speed 5.51 Km / Hr
Brakes Dry Disk brakes
Clutch Type Single plate dry type

Hydraulics:

44
Types Live Addc
Hydraulic on standard frame 450 Kg
Pump Type Gear Pump

Power:

Transmission oil 15-letter common with hydraulics

Fuel tank capacity 23 Letter
Cooling system 2.5 letter
Engine pump 1.5letter / 2.5 letter
Steering box 0.325 letter

Tractor Details:

Size of front wheel 5.20 X 14.8 pr

Size of back wheel 8.00 X 18.6 pr
Wheel base 1485 mm
Front wheel track 903 mm
Back wheel track 1003 mm
Weight of Tractor 780 kg
Turning radios with brake 2.4 mm
Turning radios without brake 2.6 mm
Ground clearance 260 mm

Electrics:

45
Start Motor pre engorging
Alternate 12 V, 43 AMP-inbuilt railulater
Battery Power 12 v, 50 Ah, 20 Hours on discharge rate

Speed chart:

Gear Speed In Km / Hr

LT 2.04
L2 3.9
L3 5.79
H1 9.05
H2 17.24
H3 25.62
R1 1.95
R2 3.71
R3 5.51

46
Chapter-3

Definition of PROMOTION
COMPONANTS OF PROMOTION
ADVERTISING:
SALES PROMOTION:
PERSONAL SELLING
DIRECT MARKETING:
PUBLIC RELATIONS:

THEORETICAL FRAMEWORK

PROMOTION

47
Promotion is an attempt to influence. More specifically, PROMOTION is the element

in an organizations marketing mix that serves to inform, persuade and remind the
market of a product and/or the organization selling it, in hopes of influencing the

recipients feelings, beliefs, or behavior. Out of 4 Ps of marketing i.e. product, price,

place, and promotion, the most important role is of 4th P i.e. promotion
.
ROLE OF PROMOTION IN MARKETING

Promotions help marketers to communicate information to potential

customers. This information could be about the products Existence

(Awareness), value and benefits offered by products.
A well designed promotion mix is extremely crucial for brand building and
positioning. In fact communication or promotional mix is at the centre stage in
brand positioning and Brand building activities.
The promotional mix or marketing communication helps marketers to attract,

persuade, urge and remind customers of the companys brand.

Effective promotions prove helpful in product differentiation and also help to

counter competition.

48
COMPONANTS OF PROMOTION

There are five components of promotions: Advertising, Sale promotion, Personal selling,
direct marketing, Public relations. Each has distinct features that determine in what
situation it will be most effective.

1
2
3 1. ADVERTISING:

It is any paid form of non-personal presentation and promotion of ideas, goods, and
services by an identified sponsor. The most familiar forms of advertisements are found
in the broadcast (TV and RADIO) and print (Newspaper and Magazines) media.
However, there are many other advertising alternatives, from direct mail to billboards and
the telephone directory to yellow pages. Advertising is often termed as pull strategy. In
pull strategy the goal is to get consumers to pull the product in the supply chain by
demanding it.

MAJOR ADVERTISING DECISIONS

While setting up an advertising plan, following decisions are required to be taken.

Identify the target audience

Set the advertising objectives
Determine the advertising budget
Design the message
Evaluate and select media
Create an advertisement
Measure the impact.

49
TYPES OF ADVERTISEMENT

MEDIUMS OF ADVERTISING
Newspapers
Television
Radio
Magazines
Direct mail
Outdoor advertisings.

1 2. SALES PROMOTION:

Just as Advertising is known as Pull strategy, Sales

Promotion is known as Push strategy. This promotional

technique can be defined as short-time incentive to the
customer to buy a product.
According to Philip kotler; Sales Promotion consists of a
diverse collection of incentives tools, mostly short term
designed to stimulate quicker or greater purchase of a
particular product or services by consumers or the trade.
The free gifts-offers, discounts, coupons, lucky draws, etc.,
are some of the ways used in sales promotion.

50
SALES PROMOTION TOOLS

1 Consumer promotion:

The consumer promotion directed at Consumers. It includes

Samples, Price off, free gifts, Cash refund offers, premiums,
prizes, warranties, cross promotion, point of purchase.

Consumers promotion is to create Consumer pool for the

brand.
The objective behind the several Consumer promotion
programs of different organizations is:
To generate consumer interest, this should lead to
trial.
Increase the rate of purchase.
Generate inquires from the target, consumer group
etc.

1 Trade promotion:

The trade promotions directed to the members of

distribution channel. It includes advertising, Display
Allowances. The Prime objective is to push the product
through the marketing, intermediates and to get them to
market the product aggressively.
Other objectives are:
Encouraging trade to invest built inventory.

51
 Getting trades co-operation in production.

1 Business and sales promotion:

It includes trades shows and conventions, contents for sales

promotion representatives and for special advertising.
Although sales promotion tools are highly divers but they
all offer three distinctive benefits:
Communication
Incentive
Invitation.

1
2
3 3. PERSONAL SELLING:

The importance of personal selling is pretty evident as this

is the only marketing activity that directly results into
Revenue earning as its outcome. The simplest definition of
personal selling is-selling that involves face- to-face
interaction between the sales person and prospective
customer.

52
There are certain products, which need demonstration or
explanations. Personal selling is most effective in promoting
such products.
Advantages of personal selling:
There is a personal touch and with trained salesman,
the customer can feel important and gives full
attention to the product detailing.
Demonstration of the product features and product
working helps in better product awareness and
acceptance by consumers.
Consumers queries and apprehensions can be
effectively answered.
Followup action and persuasion are possible.

1
2
3 4. DIRECT MARKETING:

The Direct Marketing association defines Direct Marketing

as follows: Direct Marketing is an interactive marketing
system that uses one or more advertising media to affect a
measurable response and or transaction at any location.
This definition makes it clear that direct marketing is
directly from the company to the customer and there is no
intermediary (retailer, whole seller etc.) involved in
between.
Various forms of direct marketing:
Direct mail
Telemarketing

53
 Email Marketing
Couponing
Direct response television marketing
Direct selling.

54
1 5. PUBLIC RELATIONS:

Public relations are defined as deserving, acquiring and retaining a favorable reputation
in the market place. Public relations function aims at creating maintaining favorable

public opinion about companys products, people, policies and plans.

Public relations are defined as any group that has an actual or potential interest or

impact on companys ability to achieve its objectives. The public relations do not
directly help promoting the product but can make product or policy acceptance by the
public easy by generating a favorable image about the company.

PUBLIC RELATIONS IS USEFUL IN

Acceptance of a companys as a specialist in a product group.

Acceptance of companys policies regarding its employees, dealers, consumers

etc.
Attracting capital and man-power.
Acceptance of new product and new brand.
Chapter - 5
 Target & Task

Basic objective of the project is to create awareness about Yuvraj215 & and increase the
penetration of product In Lucknow district.

Profile of Lucknow district:

Lucknow district comprises of 4 tehsil 8 blocks.

Tehsil Block

Lucknow Kakori

Lucknow Sarojninagar
Bakshi ka Talab BKT
Bakshi ka Talab Cinhat

Malihabad Malihabad

Malihabad Mal
Mohanlalganj Gosaiganj

Mohanlalganj Mohanlalganj

Tractor users: Tractor using customers can be broadly classified into farmers,
contractors, brick kiln owners, small manufacturers & traders etc
Actions Planned:

Project is planned for 46 days in Lucknow district. For 3 Tehsil specific

actions have been planned to achieve the end result.

Places No. of days Allocated Actions Planned-

Awareness
Mohanlalganj 15 Awareness creation and
enquiry generation through
displaying the product
Yuvraj215 in cattle market
and weekly Bazaars
identified (Ek Mahindra
outlets)
One to one customer meet
Malihabad 15 Meeting prdhans to identify
potential customer for
Yuvraj215
One to one product
pitching to mango orchard
owners
Bakshi ka Talab 10 Product pitching to farm
house owners
One to one product pitching
to Traders through
presentation & demo of
Yuvraj215

Amausi industrial area , 6 Visiting various resorts ,

Chinhat & other loacations industries & Mils to explore
new market for Yuvraj 215
Our Tasks at a glance

Camping
The basic idea to promote the Yuvraj 215 in rural market is camping at cattle market and
weekly Bazaars identified (Ek Mahindra outlets), because this is one of the best &
cheapest way to promote the product. we performed camping at cattle market ,where
people get together to buy bullock for faming . the selection of the location was best to
promote Yuvraj 215 . when people saw the tractor they got attracted by its small size but
it also created a lot of question in their mind.

Commonly asked question by customers

Basic product specification?

Is it suitable for farming?
Does it can really work with Rotavator?
Size of cultivator?
Fuel consumption?

Task of campaigning Performed in

Mohanlal Ganj

Date Time Place

24 / 6 / 2011 9:30 to 5:30 pm Khajoli (weekly market)
26 / 6 / 2011 9:30 to 5:30 pm Telibagh (weekly bazzar)
27 / 6 / 2011 9:30 to 5:30 pm Gosaiganj (cattle market)

Task of campaigning Performed in

Malihabad

Date Time Place

12 / 7 / 2011 9:30 to 5:30 pm Maal
14 / 7 / 2011 9:30 to 5:30 pm Malihabad
19 / 7 / 2011 9:30 to 5:30 pm Munshiganj
 Task of campaigning Performed in
Bakhshi ka talab

Date Time Place

22 / 7 / 2011 9:30 to 5:30 pm Bkt
23 / 7 / 2011 9:30 to 5:30 pm Itaonja
28 / 7 / 2011 9:30 to 5:30 pm Ahmadpur Kheda
One to one customer meet

Personal selling is another form of promotional method most commonly used

by salespersons. This form of selling requires personal contact therefore it is usually
carried out through face to face meetings, telephone, video conferencing, etc.
Personal selling has a key advantage over other promotional method as it relies on a
 two-way communication. Here the sales person is getting an immediate feedback
from his customer. He is getting the opportunity to clarify his client's doubts or
concerns regarding the product.
A promotional offer on radio or T.V may leave many questions unanswered. A sales
person's common task is to make his potential customers aware of the new product.
List of farmers we met

Name Contact No. Village District

Grija Shankar 9935390924 Gaura Lucknow
Reena singh 9794008715 Nadauli Lucknow
Desh Raj Rawat 9936476857 Purhiya Lucknow
Bal Govind 9670603064 Gadiyana Lucknow
Munna Prdhan 9935432819 Mujasa Lucknow
Akram ------------- Mujasa Lucknow
Mohd Rafi Mujasa Lucknow
Rawat Nasri 9956844356
Hasnain Ali 9918941987 Munshiganj Lucknow
Susheel Kumar 9935575024 Munshiganj Lucknow
Yadav
Haroon 9838819284 Sahila mau Lucknow
Shbana 9935298835 Dhirwan Lucknow
Ram Naraish Sharma 9956620961 Raipur Raja Lucknow
Jai devi verma 9651116100 Chandpur Lucknow
Parbhu Dayal 9936191948 Hariharpur Lucknow
Rajaram Verma 9450451082 Shair pur lawal Lucknow
Ram gopal 9721102460 Dhirwan Lucknow
Harish cahndra 8808598479 Dhirwan Lucknow
Vijay singh 9935856445 Gopra mau Lucknow
Abdul qadir Munshiganj Lucknow
Kuldeep singh
Kunwar Bhupendr Maal Lucknow
singh

List of traders

Name Contact No. Address

Yadav traders 9005145854 Near sms college Gosaiganj
Lucknow

Tushar traders 9795711848 Sultanpur Road Gosaiganj Lucknow

Jaimamtadevi traders 9935517810 Sultan pur road Lucknow
Uttam traders 9695595309 Sultan pur road Lucknow
Singh Traders Sitapur road Lucknow
Verma Traders 9415515641 Sitapur road Lucknow
Virendr traders Sitapur road Lucknow
Anjani traders 9005229920 Arjunpur Itonja Lucknow
Yadav traders 9956943201 Sitapur road Lucknow
Vijay traders 9415579200 Bkt Sitapur road Lucknow
Agrwaal iron 9335917281 Muhibullahpur Sitapur road
Lucknow
Yadav traders 9935364554 Kanpur road Sarojni Nagar Lucknow
Jaya traders 9839911255 Kanpur road Sarojni Nagar Lucknow
Chaurasiya traders 8009276172 Kanpur road Sarojni Nagar Lucknow
Jyoti traders 9415541736 Kanpur road Sarojni Nagar Lucknow
Kamla hardware 9935482890 Kanpur road Sarojni Nagar Lucknow
Jaima kushmanda 9956702216 Kanpur road Near Amausi airport
traders co. Lucknow
Kuldeep Traders 9935037796 Gehtaun Malihabad Lucknow
Munna pardhan 9935432819 Mujasa Malihabad Lucknow
Rawat nasri 9956844356 Tikna Kheda Mal Lucknow
Ram chandra 8853766017 Chaurasi gosaiganj Lucknow
Abdullah traders 9838781645 Paikra mau Kursi road Lucknow
Zaid Timbers 9565331951 Paikra mau Kursi road Lucknow
Zam Zam traders 9839402080 Near Behta bazaar Sitapur road
Lucknow
Mueed trders 9919876863 Near Behta bazaar Sitapur road
Lucknow
Amina traders 9534833717 Paikra Mau Sitapur road Lucknow
List of Industries & Resorts

Industry Name Name Address Contact No.

Awadh Rubber Rohit Amausi 2436219
shrivastav industrial area
Nadarganj LKO
Telecom infrastructure Raajeev Amausi 9559993746
Kumar industrial area
Nadarganj LKO
Daal mil D.N. Amausi 27436033
Agrwaal industrial area
Nadarganj LKO
Dal mi Anil singh Amausi 9415403794
industrial area
Nadarganj LKO
United Steel Arjun Amausi 9795349863
singh industrial area
Nadarganj LKO
Pioneer Trans energy ltd Dileep Amausi 9336747586
industrial area
Nadarganj LKO
Malook chand textile Akhilesh Amausi ------------------
industrial area
Nadarganj LKO
Blue bird Garg Mohan laganj ---------------
Chinmay Resort Uttam Sultanpur road ----------------
singh
Jalsa Resort Sunil singh Sultanpur road ----------------
Jaypee cement dealer Birjesh Kanpur road lko 8004512233
kumar
Saxena catters Atul singh Aminabad near 9721264513
Rajdhani hotel
Khanna tent house Deepak Lal kuan guru 9415795550
jaiswal govind singh
marg
Do you own a tractor?
Interpretation:

According to the survey 83 %, respondents do not own the tractor while 17 %

respondents own the tractor.

If yes, which tractor do you own?

Interpretation:

According to the survey of the project I studied that 37 % of the peoples Own
Mahindra Tractors , 24 % of peoples own Eicher ,20 % of peoples own Swaraj , 12
% own Escort & only 7 % of the peoples own others .

How much land do you own?

Interpretation:

According to the survey of the project I studied that the 37 % of the respondents
have 10-15 acres of land, 34 % of the respondent have 5-10 acres of land , 16 % of
the respondent have 0 5 acres of land & 13 % of the respondent have 15acres &
above of land .

What do you use for farming?

Interpretation:

According to the survey of the project, I studied that 58% of respondent use tractor
on rent for farming, 18% of respondent use bullock, 17 % of respondent use their
own tractor & 7 % use other conventional method

How much cost do you incur on that?

Interpretation:
According to the survey of the project I studied that 34 % of respondent Have to
incur (20 40 ) Thousand rupees on farming, 28 % of respondent have to incur (0
20 ) thousand rupees,18 % of the respondent have to incur ( 40 60 ) thousand
rupees while 9 % of respondent have to spend 60 & more than 60 thousand rupees

Are you planning to buy a new tractor?

Interpretation:

According to the survey of the project, I studied that 55 % of respondent would like
to buy a new tractor while others were not interested in buying new tractor

If yes, which tractor would you like to buy?

Interpretation:

According to the survey of the project, I studied that 47 % of the respondents said
that they would like to buy Mahindra tractor, 22 % of respondent would like to buy
Eicher,
14% of respondent would like to buy Swaraj, 12 % of respondent say that they
would buy Escort & 5 % of respondent are interested in buying other.

What are the most important attributes you consider while purchasing
the tractor?
Interpretation:

According to the survey and the data collected 35% of respondent give the
preference to performance while buying tractor, 28 % give preference to fuel
efficiency, 13% consider initial price , 12 % financial facility & 4 % of respondent
give preference to other features.

Do you know about Mahindra tractor?

Interpretation:

According to the data, collected most of the respondent says that they know about
Mahindra tractors.

Do you know about Mahindra YuVraj-215?

Interpretation:

According to the survey of the project, I studied that 77 % of respondent do not

know about Yuvraj-215 while 23 % of respondent have knowledge about Yuvraj-
215.

If No, Would you like to know about it?

Interpretation:

According to the survey of the project, I studied that 86 % of respondent show their
interest in the product.

Does the Promotion help in better product awareness?

INTERPRETATION:

According to the survey of the project I studied that most of the respondents said
that the promotion is helpful in better product awareness.94% of the respondents

are agree with this and 6% dont think so.

Whether Promotional activity Profitable/ beneficial to you?

INTERPRETATION:

According to the survey and the data collected, it is seen that most of the
respondents think that the promotional activity is profitable/beneficial to them.96 %
of the respondents are agreeing with that and 4% are not thinking so.

Have you ever purchased anything during or after the promotion?

INTERPRETATION:

According to the survey and the data collected, it is seen that most of the
respondents are not always but sometime purchased during and after the
promotion. Only 17% of the respondents purchase always during or after the
promotion, and 74% sometime purchased and 9% never purchased.

What type of promotional activity attracts you more & required by

company?
INTERPRETATION:

According to the survey and the data collected it is seen that most of the respondent
thinks that, the discounts and advertisements attract them more and required by
company.
42% discounts, Advertisement (paper, TV) 39%, gifts/lucky draws 24%,canopy&
road shows 16% and broacher distribution 7%.

Have you ever ignored the promotional activity?

INTERPRETATION:
According to the survey and the data collected it is seen that the most of the
respondents never ignore the promotional activities, 48% never ignored, 34%
ignored sometime because of not time or in hurry and 17% always ignored.

What is your opinion towards less promotion more discount?

INTERPRETATION:
According to the survey and the data collected, it is seen that most of the
respondents agree with less promotion and more discount.54% agree with that,
24% are strongly agree, 16% are disagree and 6% strongly disagree.

FINDINGS
Through this project, I got the knowledge about tractor industry & major player of

this industry, I also come to know about the rural market of Lucknow , Sales

Promotion, Consumer behavior, making of new customers and handling of old

customers and Selling & marketing Concepts at Lucknow city.

Mahindra & Mahindra is number tractor company in India from 28 Years.

Mahindra Tractor is well-settled brand in the mind of customer.

Mahindra Yuvraj-215 is first 15 HP tractors in the market.

Mahindra Yuvraj-215 has no competitor in the tractor market.

Mahindra Yuvraj-215 is available at cheapest price of 1, 85,215.

Before the use of promotional tools, the publics did not know the product

Mahindra Yuvraj-215 but after the use of promotional tools, the products got

good exposure in the market.

The reason for low sales of the products was lack of promotional activities

due to this

Most of the public was not aware of Yuvraj-215

 After using promotional tools, I found that the prescription rate of Yuvraj-

215 was increased to a considerable extent.

Maximum customers first see the Performance, fuel efficiency & affordable

price of the product

Camping is one of the best & cheapest promotional tool to promote the

product in rural market.

CONCLUSION
The sample size of my survey was 100. I have tried my best to get the
maximum out of survey. After analyzing the result of my questionnaire, I
have arrived to the conclusion, which is as follows:
 Mahindra & Mahindra has successfully achieved their objective of getting
the potential customers of Yuvraj-215 through promotional activities and
also to boost the sale..
The promotional activity was helpful to know the customers perception
towards Yuvraj-215 by getting information from promotion.

Regular use of promotional tools is necessary for giving more exposure to the
product in the market.

The customers came to know about Mahindra yuvraj-215 & its application
and its benefits through promotional activities which seemed to be the key
factor to achieve the prospective customers.

The company also should try to give live demonstration of Yuvraj-215 for
getting more publicity and positive response.

According to Survey, I found that the position of Mahindra tractor is number

one in the market.

According to the survey, most of the customer has doubt about the working
of Yuvraj-215 because of its small size

The company should also provide more incentives to sales person to boost up

its sales

Chapter 8
BIBLIOGRAPHY

MARKETING MANAGEMENT----PHILIP KOTLER

MARKETING RESEARCH-----------DILIP SARWATE

WEBLIOGRAPHY

1 www.google. com
2 www.mahindra .com
3 www.mahindra tractors.com.
4 www.wikipedia .com.

Company booklets, pamphlet, Brochures.