Marketing Strategies of Mahindra Tractors

MARKETING STRATEGIES OF MAHINDRA
TRACTORS
CONTENTS
Page No
EXECUTIVE SUMMARY 2-4
CHAPTER: - I 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: - IV Findings,
Suggestions & conclusion 54-57
Annexure
Bibliography
58-63
Questionnaire
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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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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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Findings of the study:-

 According to survey, it was clear that the availability of spare parts was very easy.
 Out of 50 respondents it can be seen that 36% i.e. 18 respondents’ purchases tractors by wall
painting, and 4% .among 54 % of the respondents were purchased from others. The 02 & 03
respondents by T.V. Adds and magazines.
 Out of respondents we find that 54%, which of 27 respondents are in a income group of Rs.
71000 to Rs. 100000 and 12%Which are respondents are in an income level of Rs. 41000 to
Rs.71000.
 Out of 50 respondents it was found that 30 respondents are influenced by company showroom
during purchase, company sales man and rest of others by advertising friends/ relatives, etc
influence 20 respondents.
 Among 100% of respondents 52% of customers were satisfied with the vehicle performance.
Suggestions:-
 M&M Company needs additional sales promotional activities like organizing exhibitions,
fairs issuing catalogues and broaches, display and demonstration, contests etc.
 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, how and when they applied and executed.
Limitation of the study:-

1. The study was restricted to the surrounding areas of the Sindhanoor only. Therefore the result
of the study cannot be generalized to other parts of the country.
2. Due to time constraints, the extensive research could not be undertaken. Therefore the
sample size was restricted to 50 customers only.
3. Analysis of data collected from questionnaire was done on the assumption. It is a relevant
data.
4. Preferences & response of the customers would change over a period of time.
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Chapter-I
Company profile
 Overview of the Mahindra Company.

 Profile of the Mahindra Company.
 Profile of Basava motors.
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Company profile
I. HISTORY OF THE COMPANY:-
Mahindra and Mahindra Limited is the flagship company of the

Mahindra group, which has been a significant presence in key sectors of the Indian economy. A
consistently high performance, M&M has been ranked among the top private sector companies in
the country for several years.
Mahindra brothers (R.K. Mahindra & S.K Mahindra) make
general purpose utility vehicles for Indian market started the company way back in 1945, the was
setup at Nasik. The first four wheeler of their company was Willys Jeep with petrol version engine.
This engine was manufactured at France.
But after 1965 they started to produce their own engines DI & DP.
 DI--------->Direct Injection--------->Which can be started without battery.
 DP--------->Diesel Peugeot
M&M soon branched out into manufacturing agricultural tractors and light commercial
vehicles; the company later expended its operation from automobile and tractors to secure a
significant presence in many more important sectors.
Two plants were set up at Khandiveli and Zahirabad Khandiveli and
Nasik plant used to manufacture feeps, utility vehicles and engines. At Zahirabad plant LCV’S
(Light Commercial Vehicles) were manufactured. FJ mini bus and goods vehicle with capacity of
2.5 ton and 4 tons were manufactured at this plant. This was the first diversification of M&M from
jeeps to LCV’S.
They soon diversified towards Mahindra tractors. It was tilejiont venture

with International Harvester Company, USA. 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.
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All other activities spun off into separate entities and organized under
business groups, each headed by a president. These groups are in the areas of hospitability, trade
and financial services, automatic components, information technology, telecom and infrastructure
development.
They have diversified into financial service; Kotak Mahindra was the
collaboration with Kotak. It was started 5 years back & another by name MMFSL (Mahindra
&Mahindra Financial Services Ltd.) were formed in order to serve public to purchase four wheelers
through installments and financial schemes.
 Today M&M has two main operating divisions:-
The automotive division manufactures utility and light commercial vehicles.

The farm equipment division makes agricultural tractors and other farm equipments.
M&M employees more than 25000 peoples and has 6 states of an art
manufacturing facilities spread over 500000 sq. meters, it has over 30 sales offices supported by a
network of over 500 dealers, 500 authorized service points and 600 stock points across the country,
this network is connected to company’s plants by an extensive IT infrastructure.
M&M outstanding manufacturing and engineering skills allow it to constantly

innovate and new products for the Indian market. Proof of this expertise is the launch of Bolero, a
new generation utility vehicle and tile Arjun, a sophisticated agricultural tractor.
The company’s commitment to technology-driven innovation is reflected in

the setting up of the Mahindra research valley, a 100 acre facility that will house, less than one roof,
the company’s engineering research and product development wings.
The M&M philosophy of growth is centered on a belief in people. As a

result the company has put in place initiatives that seek to reward and retain the best talent in the
industry. M&M are also known for its progressive labour management practices.
In the community development sphere, the company has implemented

several programs that have benefited the people and institutions will its areas of measurements.
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 Overview of the Mahindra company:-
The US $6.7 billion Mahindra Group is among the top 10

industrial houses in India. 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 & Mahindra is the only
Indian company among the top tractor brands in the world.
The Group has a leading presence in key sectors of the Indian

economy, including the financial services, trade, retail and logistics, automotive components, after-
market, information technology and infrastructure development. 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's Farm Equipment Sector is the proud recipient of the Japan Quality
Medal, the only tractor company worldwide to be bestowed this honor. It also holds the distinction
of being the only tractor company worldwide to win the Deming Prize. 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.
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.
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 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, which culminated in the indigenously engineered
and highly successful vehicle, the Scorpio.
 M&M Tractors wins prestigious Deming Prize for excellence in Quality; the first tractor firm
in the world to receive the award
 M&M Tractors wins prestigious Deming Prize for excellence in Quality; the first tractor firm
in the world to receive the award.
 2004
 Automotive Division’s International Operations received the regional highest exports trophy
2000-01 from the Engineering Exports Promotion Council.
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.
 Mahindra & Mahindra has been rated as the leading Indian company in the Automobile -
Tractors sector for the ‘Dun & Bradstreet – American Express Corporate Awards 2006’. The
Automobile Sector comprises of three categories – Passenger Vehicles, Commercial Vehicles
and Tractors.
 Mahindra Life spaces were named India’s fastest growing construction company by
Construction World-National Institute of Construction Management & Research (NICMAR)
study.
 Auto Sector received ‘Commendation for Significant Achievement in Human Resource’
from CII (WR).
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 M&M was successfully certified as compliant with BS: 7799 Part 2:2002 Information
Security Management System.
 M&M’s Auto Sector awarded the 2nd prize for Excellence in Supply Chain Management,
organized by S.P. Jain Institute of Management & Research, Mumbai.
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.D Power Asia Pacific 2007 India Initial Quality StudySM
(IQS) in the Entry Mid-size segment with a score of 65 PP10O. Released in December 2007,
this study serves as the industry benchmark for new-vehicle quality measured at two to six
months of ownership. Overall quality performance is based on both design quality and
production quality problems per 100 vehicles (PP100).
 Mahindra Logan Diesel ranks first in the TNS Automotive TCS Study in the segment-
Midxsize Diesel with exceptional score of 96 as per a study released in December 2007.
 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.
 Mr. Anand Mahindra has been ranked among the top 15 in the Mint Influencers Index in the
publication 'Mint' dated August 28, 2007. The Mint Influencers Index is a monthly, objective
measure that tracks 20 high-profile Indian business and policy leaders across the print media.

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 Mr. Anand Mahindra features in the top 20 in the list of 50 Most Influential Indians in
Business Week’s edition dated August 13, 2007. It goes on to say ".the dapper Harvard
Business School-educated Mahindra has positioned his company to compete with India's
other automakers, such as Tata’s thanks to a new venture with Nissan and Renault to make
the Logan."
 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. Net profits have been taken as the parameter for these exclusive 100 most profitable
companies of India list.
 IMRB International ranks Scorpio as an “Olympic brand”. 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.
 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.
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II. Profile of the Mahindra company:-
Mr. Mahindra is the co-founder of the Harvard Business School Association of India, an
association dedicated to the promotion of professional management in India. The association has
grown substantially over the years.
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).
Mr. Mahindra is a Director of the National Stock Exchange of
India Limited appointed under the "Public Representatives" category.
He takes a keen interest in matters related to education and apart

from being a Trustee of the K.C. Mahindra Education Trust, which provides scholarships to
students; he is also on the Board of Governors of the Mahindra United World College of India.
Mr. Mahindra is the Founder Chairman of the Mumbai Festival,

which was launched in January 2005. The event was the first comprehensive festival to celebrate the
rich cultural diversity of the city.
He is the Co-Chairman of the International Council of the Asia

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

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

President - Farm Equipment Sector and Member of the Group
Management Board
Rajeev Dubey
President (HR, After-Market & Corporate Services) Board & Member
of the Group Management Board
Dr. Pawan Goenka

President (Automotive Sector) and Member of the Group Management
Board
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Hemant Luthra
President Systech Sector and Member of the Group Management
Board
Mr. Raghu Murti

President - Trade, Retail and Logistics Sector and Member of the
Group Management Board
Mr. Uday Phadke

President - Finance, Legal and Financial Services Sector and Member
of the Group Management Board
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Mr. Ulhas N. Yargop

President - ITS Sector and Member of the Group Management Board
III. DEALER’S PROFILE:-

Shri Basava Motors
Managing Director: Mr.Shivaraj Patil
Departments : Sales Section, Service Section & Spare Parts

Section
Office staff:
Sales Section : Mr. Sambha Shiva Rao (Accountant).
Mr. Ambresh (Sales Manager)
Mr. Anand & Mrs. Parvathi (MSS Co-ordinate &
Computer Operator)
Miss. Pravallika (Sales CRO)
Mr.Shekrappa (Salesman)
Mr.Khaja (Helper)
Sales Man : Pranesh, Basavaraj, Nagraj, Shiv kumar, Nageshwar

Rao, Ramakrishna .Naresh
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Service Section: Mr.Arun kumar (Works Manager)

Mr. Maheboob (FLA & Installer)
Miss. Veena (Service CRO)
Mechanics : Dastgeer, Khayum, Shiva & Pasha (Head mechanic)

Basha, Iliyaz, Akbar, Yousuf, Sayyed.
Spares Section : Mr. Hemangouda (Cashier & Supervisor)

Mr. 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
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O rg a n i s a ti o n S tru c tu re o f M /s S h ri B a s a v a M o to rs
M a n a g i n g D i r e c to r' s
F in a n c e M a n a g e r S a le s M a n a g e r S e rv i c e M a n a g e r
FLA CRO
S a le s S e rv i c e S a le s M a n T e l e M a rk e te r O th e r W o rk e r
C a s h ie r T y p is t C a s h ie r T y p is t S u p e rv i s o r In s ta l e r
M e c h a n ic s L a th e O p e ra to r
H e lp e r W a te r S e rv i c e H e lp e r
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Financial Institutions Providing Credit Facility in Purchasing Mahindra

Tractors:
 State Bank of India(SBI)

 Mahindra Finance Ltd.
 State Bank of Hyderabad(ADB)
 Indian Bank
 Pragathi Gramina Bank(PGB)
 Syndicate Bank
 L & T finance
 Other Banks
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Dealing Procedure of M/s Shri Basava Motors:
SHOWROOM SALES : WHERE CUSTOMERS APPROACH SALES

MANAGER/SHOW ROOM
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,
Display, road show and test drive.
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To increase the sales Managing Director (MD) has appointed separate sales force
to meet the challenge of competition. This force has spread all over the area of sindhanur, which
make direct
Contact with the customer, which resulted the greater sales of Mahindra tractor.
SALES TRENDS
PERIOD QUANTITY
(IN TRACTORS)
2006-2007 (3-MONTHS) 30
2007-2008 315
2008-2011 280
TOTAL 625
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315
350
280
300
250
2006-2007
200
2007-2008
150 2008-2009
100
30
50
0
QUANTITY
Chapter-II
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Marketing strategies of Mahindra tractors
 Advertising strategies.
 Sales promotion tools.
 Sales trends.
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.
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 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.
SELLING PROCESS:-
The selling process is an important aspect of ever organization. Sales
operations carried by Mahindra tractors.
 Telephonic Enquiry.
 Walk in customer.
 Sales experience.
 Showroom demonstration.
 Test drive.
 Vehicle delivery.
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Mahindra Tractor Models:-
Farm Equipment Sector produces the widest range of tractors and

tractor implements to suit the varied needs of farmers’ world over. Different tractor models
cover diversified market segments from 25 HP to 60 HP tractors. Mahindra is recognized as a
powerful symbol of productivity and unparalleled performance. It is the market leader and at the
help of the Indian Tractors Industry.
Mahindra Sarpanch 265 DI
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Engine Specifications:
Make and Model : Mahindra MDI-1785
Horse Power : 30HP Category
Bore and Stroke : 88.9 x 96mm
No. of Cylinders :3
Cubic Capacity : 1788cc
Rated Speed : 2300 rpm
Clutch:
Heavy duty single dry plate
Transmission:
No. Of Gears: 8 forward, 2 reverse with high and low selector lever. Foot operated differential lock
is provided as a standard fitment
Cooling System:
Water Cooled.
Mahindra 235 DI Airflow
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Engine specifications:
Make and Model : Mahindra MAC E 1735
Horse Power : 25 H.P. Categories
Bore and Stroke : 127 x 137mm
No. of Cylinders :1
Rated Speed : 1650 rpm
Transmission:
No. of Gears: 8 forward, 2 reverse with high and low selector lever. Foot operated
differential lock is provided as a standard fitment.
Electrical starting and Lighting:

12V Battery, Starter motor, Alternator with built in Regulator, Head Lights, Rear Brake
Lights, Parking Lights, Turning Lights, Plough Lamp, Fuse box, Registration Lamp, Tail Lamp and
Hazard warning lamp.
Mahindra 245 DI 2pc
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Engine Specifications:-
Make and Model : Mahindra M 1797
Bore and Stroke : 102 x 110mm
No. of Cylinders :2
Cubic Category : 1797cc
Rated Speed : 2000rpm
Transmission:-
differential lock is provided as a standard fitment. Optional CRPTO with clutch
Hydraulic System:-
Independent fully live hydraulic pumps, 2 lever control. CAT II, three point
linkage with adjustable outside check chains.
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Mahindra Sarpanch 575 DI
Engine Specifications:-
Make and Model : Mahindra MDI-3000 B
Bore and Stroke : 88.9 x 101.6mm
No. of Cylinders :4
Rated Speed : 2600rpm
Transmission:-
differential lock is provided as a standard fitment.
Electrical Starting Lighting:-
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12V Battery, Starter motor, Alternator with in-built regulator,

Headlamp, Rear Brake Lights, Parking Lights, Turning Lights, Plough Lamp, Registration
Lamp.
Other Models:
1. Mahindra -Arjun 445DI
2. Mahindra-Sarpanch 475DI
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3.Mahindra-Sarpanch 275DI TU
4.Mahindra-Bhoomiputra 475DI
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5.Mahindra-Bhoomiputra 275DI TU
6.Mahindra-Arjun 555DI
33
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7.Mahindra-Sarpanch 595DI (super turbo)
8. Mahindra-Arjun 605DI
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9. Mahindra-Bhoomiputra 265DI
Tractors logo:-
35
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36
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Chapter-III
Customer attitude & Data analysis
Evaluation of the Study:-
37
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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. There are depicted through
tables and graphs.
The copy of questionnaire administered is enclosed and the sample size
was 50 respondents are enclosed at the end of this project. All the calculations and numerical
interpretations are for 100%.
Data Analysis and Interpretation:
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Table-1 Awareness level in compression of others Brands

Particulars Mahindr Tafe Swaraj Eicher Escort John Total
a Deere
No. of 30 03 05 02 02 08 50
respondents
60% 06% 10% 04%
Brand awareness of above table
04% 16% 100%
35
No. of respopondents
30
25
20
15
10
5
0
Mahindra Tafe Swaraj Eicher Escort John Jeera
Brands
Percentage
Interpretation:
Source: - Field survey data
The above table shows that among 50 respondents 60% of them are
in the group of Mahindra, 06% of them are in group of Tafe, 10% are in the group of Swaraj, 04% of
them are in the group of Eicher, 04% of them Escort and L&T is 16%. Therefore we come to know
that most of people are aware of Mahindra tractors.
Table-2 Profession of Respondents:

Particulars No. of Respondents Percentage
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Agriculture 26 52%
Business 08 16%
Others 16 32%
Total 50 100%
Graphical representation of the above table
30
25
20
15
10
5
0
Agriculture Business Others
Professions
Interpretation:
Source:- Field survey data
The field survey clearly in dictatres that the profession of the customer lies an important role
on the purchase of tractors. The above table shows that out of 50 respondents, 52% are from as
agriclulture, 16% are from business purpose and 32% respondents are from other purpose. As from
table many respondent purchased this tractors for their related purpose.
Table-3 Respondents Incomes

Incomes No. of respondents Percentage
Below 40000 08 16%
41000-70000 06 12%
71000-100000 27 54%
40
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101000 and above 09 18%

50 100%
Respondents Income
30
25
No. of respondents
20
15
10
5
0
Below 40000 41000-70000 71000-100000 101000 and above
Income
Total
Interpretation:
The study clearly states that the income is also an important parameter in purchasing the
tractors. It was noticed that among 27 respondents 54% are in the income group of rupees 71000 to
100000, 12% are in below Rs. 41000-70000 and 16% are in below Rs. 40000-income group
.
Table-4 Classification of respondents according to tractors
Influencing in buying the tractors
ParticularsGraphical representation
No. of respondents
of thePercentage
above table
Company showroom 30 60% 100
Advertisement 04 08% 90
80
Colleagues 04 08% 70
Friends 06 12% 60
Self 04 08% 50
40
Relatives 02 04% 30
Total 50 100% 20
10
41 0
ve
s lf ds es en
t ...
ti Se ir en gu m sh
l a a se y
Re F lle rti pa
n
Co e m
A dv Co
TRACTORS
Interpretation:
Source:-Field survey data
It was found that among 50 respondents 60% of them were in group of company showroom,
8% of them each were in group of colleagues & advertisement, rest of them were friends, self and
relatives. Most of the people are buying the tractors in the showroom.
Table-5 Mode of purchase
Particulars No. of respondents Percentage
Cash 15 30%
Credit 35 70%
Total 50 100%
30
25
No. of 20
respondents
15
10
5
0
1 2
Mode of purchase
Interpretation:
Source: Field survey data
It was found that among 50 respondents 70% of them were in the group
of credit. All most of all customers are buying the tractors on the basis. And 30% of them were in the
group of cash.
42
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Table-6 Source of credit purchase

Mahindra finance 19 38%
SBH 09 18%
SBI 04 08%
TGB 05 10%
Others 13 26%
50 100%
4
13
5
Mahindr
a finance
9 SBH
SBI
TGB
19 Others
Total
Interpretation:
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, 08% of them are group of SBI, 10% if
them are in the group of TGB and 26% of them are others.
43
TRACTORS
Table-7 Satisfaction with the financier

Fully satisfied 28 56%
Partially satisfied 13 26%
Dissatisfied 09 18%
50 100%
30
25
20
No. of respondents
15
10
5
0
Fully satisfied Partially satisfied Dissatisfied
Satisfaction
Total
Interpretation:
The above table explain that among 50 respondents 56% of them are in
the group of fully satisfied, 26% of them are in the group of satisfied and 18% of them are in the
group of dissatisfied. Highest percentage of consumer is satisfied with the financiers providing the
company.
Table-8 Sources of Awareness
44
TRACTORS

T.V.Adds 02 04%
Wall painting 18 36%
Magazines 03 06%
Others 27 54%
Total 50 100%
Sources of awareness
T.V.Adds
4%
wall painting
Others 36%
54%
Magazines
6%
Interpretation:
The field survey clearly shows that among 50 respondents, 54% of them
are in the group of others, 36% of them are in group of wall painting, 06% of them are in the group
of magazines, 04% of them are in the group of T.V.Adds.
Table-9 Vehicle Performance

Excellent 26 52%
Good 08 16%
Average 12 24%
45
TRACTORS
Poor 04 08%
Total 50 100%
Vehicle Performance
30
No. of respondents
25
20
15
10
5
0
Excellent Good Average Poor
Performance
Interpretation:
It was noticed that among 50 respondents, 52% of them are in the
group of excellent and 16% of them are in the group of good, 24% of them are in the group of
average, and 8% of them are in the group poor. Most of the consumers are satisfied with the vehicle
performance.
Table-10 Purchase of present vehicle

Company showroom 38 76%
Friends 08 16%
Relatives 02 04%
Others 02 04%
Total 50 100%
46
TRACTORS
Purchase of present vehicle
Relatives Others
Friends
Company showroom
Interpretation:
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. Most of the consumers are purchased the present
vehicle in the showroom.
Table-11 The life of the tractors
Particulars Below Since 1 Since 2 Above 2 Total

1 year year year years
No. of 15 18 07 10 50
respondents
Percentage 30 36 14 20 100
47
TRACTORS
The life of the tractors
20
No. of respondents
15
10
0
Below 1 year Since 1 year Since 2 year Above 2 year
Life
Interpretation:
The above table shows that 50 respondents, 36% of them are in the
group of below 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. Most of the consumers are using the vehicle since 1 year.
Table-12 after sales and service

Excellent 30 60%
Good 08 16%
Average 06 12%
Poor 06 12%
Total 50 100%
48
TRACTORS
Percentage of respondents
35 70%
No. of respondents
30 60%
25 50%
20 40%
15 30%
10 20%
5 10%
0 0%
Excellent Good Average Poor
satisfaction after sales and services
Interpretation:

It was noticed that 50 respondents, 60% of them are in the group of
excellent, 16% are in the group of good, 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.
Table-13 Suggest the vehicle to others

Yes 36 72%
No 14 28%
Total 50 100%
49
TRACTORS
Suggest the vehicle to others
3600%
40
35
30
1400% 25
No. of respondents 20
15
10
1 5
72%28% 0
Ye No
2 s Suggesation
Interpretation:
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.
Table-14 Satisfaction of the consumers with the Mileage of Mahindra

Tractors

Very satisfied 16 32%
Satisfied 31 62%
Dissatisfied 03 06%
Total 50 100%
50
TRACTORS
Satisfaction of the customers with the mileage of the Mahindra tractors
40
30
No. of respondents
20
10
0
Very satisfied Satisfied Dissatisfied
Range of mileage satisfaction
Interpretation:
From the above table it is clear that most of the customers are
satisfied with the fuel consumption. But still the company should struggle a lot to satisfy the
customer very much in this regard.
Response and behaviour of the firm staff with respect of sales and services
Table-1525 Response and behavior of the firm staff with respect of

Sales and services 21
20
Informative
15 11 22%
12
No. of respondents
Co-operative 11 21 42%
10
Communication 12 24%
6
Convincing
5
06 12%
Total 50 100%
Interpretation:
0
Informative
Communication
Co-operative
Convincing
51
Informative
TRACTORS

From the above table it is clear that they are co-operative 42% as
followed by communications 24%, information 22%, and convincing as 12%.
Chapter-IV
Findings, suggestion & conclusion
52
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, because of its advanced features.
 Among 50 respondents it was found that 52%, which is of 26 respondents, was aware of
Mahindra tractors and like to purchase Mahindra vehicle only because of its good performance.
 Out of 50 respondents it was found that 62% which of 31 respondents purchase tractors for
agricultural purpose, 14% respondents for business and 24% respondents for other purpose
therefore we can say agriculture is the main reason for purchasing of tractors.
 According to survey, it was clear that the availability of spare parts was very easy.
 Out of 50 respondents it can be seen that 36% i.e. 18 respondents’ purchases tractors by wall
painting, and 4% .among 54 % of the respondents were purchased from others. The 02 & 03
respondents by T.V. Adds and magazines.
 Out of respondents we find that 54%, which of 27 respondents are in a income group of Rs.
71000 to Rs. 100000 and 12%Which are respondents are in an income level of Rs. 41000 to
Rs.71000.
 Out of 50 respondents it was found that 30 respondents are influenced by company showroom
during purchase, company sales man and rest of others by advertising friends/ relatives, etc
influence 20 respondents.
53
TRACTORS
 Among 100% of respondents 52% of customers were satisfied with the vehicle performance.
 Among 50 respondents 35 are like to purchase vehicle through credit mode and 15 respondents
by cash.
 Among 50 respondents, 17 are fully satisfied with the dealer’s services and 9 are satisfied and 9
respondents were not too much satisfied.
 Cost incurred in maintenance of M&M tractors is reasonable and easily affordable.
 Compared to the other brand of tractors available in Indian market, study reveals. That M&M
tractors have a longer life.
 M&M tractors are more economical in the matter of fuel consumption.
 Dealer’s marketing strategies and sales promotion is good.
54
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,
fairs issuing catalogues and broaches, display and demonstration, contests etc.
 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, company need to change especially
metallic color.
 Dealer/sales manager requires conducting meetings conventions and conferences, and
training their sales force by providing sales target, bonus and other incentives.
 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.
55
TRACTORS
 A smaller seat should be provided for better driving comfort and reduction of strain and
safety seat belt.
 Increase in pulling power should be induced to ensure greater working efficiency.
 Sales service and after sales service should increase to the excellent level which will add
to the company’s brand image.
ANNEXURE
 Bibliography
 Questionnaire
56
TRACTORS
Bibliography
Marketing Management : Philip Kotler
Marketing Management : Pillai and Bhagvathi
MAGAZINE : AUTO INDIA
Website : (www.mahendra.com)
57
TRACTORS
Questionnaire
Dear Sir / Madam,

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.
1. Name :
2. Age :
3. Educational Status :
4. Address :
5. Occupation : a) Farmer [] b) Other []
6. Annual Income : a) Below 40000 []
b) 41000-80000 []
c) 81000-110000 []
d) 111000 and above []
7. Is this your first tractor?

a) Yes [] b) No [ ]
8. Which mode you want to buy:

a) Cash [] b) Bank Loan []
58
TRACTORS
c) Credit [] d) Finance []
9What factor influenced you to buy this tractor?

a) Friend [ ] b) Advertising [ ]
c) Relatives [] d) Company goodwill [ ]
e) Self [] e) Others []
10. Motivating factor:

a) Price [] b) Model []
c) Quality [ ] d) Good Service [ ] e) Brand []
11. How did you come to know?

a) Pomplents [] b) TV Adds []
c) Wall Painting [] d) Magazines [ ]
12. Purpose of purchasing tractor:

a) Agriculture [] b) Business []
c) Other purposes [ ]
13. If you purchase on credit basis, then which of these below

Financial institutions
a) SBH [] b) ICICI [ ]
c) SBI [] d) TBG []
e) Mahindra finance [] f) others []
14. Ownership : a) Single [] b) Duel []
15. Have you come across any problem in this tractor?

a) Yes [] b) No []
16) Are you satisfied with your financier?
59
TRACTORS
a) Yes [] b) No []
17. Are you satisfied with the after sales and services?
a) Excellent [] b) Good []
c) Average[ ] d) Poor[ ]
18. Are you aware of different tractor brands?

a) Escort [ ] b) Tafe[ ]
c) Swaraj [ ] d) Eicher []
19. Sources of awareness:

a) News Papers [] b) Magazines [ ]
c) TV Adds [] d) Others []
20. Vehicle performance:

a) Excellent [] b) Good []
c) Average [] d) Poor []
21. About pricing:

a) Very high [] b) High []
c) Reasonable [] d) Less []
22. Since how many years you are using this tractor?
a) Below 1 year [] b) Since 1 year []
c) Since 2 year [] d) Above 2 year []
23. Would you like recommending this tractor to others?

a) Yes b) No []
24. Are you satisfied with the mileage of Mahindra tractors?

a) Very satisfied [ ] b) Satisfied []
c) Dissatisfied []
60
TRACTORS
25. Response and Behaviors of firm’s staff:

a) Information [] b) Co-operative []
c) Communicative [ ] d) Convincing [ ]
26. Have satisfied this tractor?

a) Yes [] b) No []
Suggestions:
-------------------------------------------------------------------------------------------------------------------------
-------------------------------------------------------------------------------------------------------------------------
-------------------------------------------------------------------------------------------------------------------------
-------------------------------------------------------------------------------------------------------------------------
-------------------------------------------
Signature
I sincerely thank you for spending your valuable time for giving me the information.
61
TRACTORS
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MARKETING STRATEGIES OF MAHINDRA

EXECUTIVE SUMMARY 2-4

CHAPTER: - I Profile 5-23

Overview of the Mahindra Company.

CHAPTER:- II Theoretical Framework 24-36

CHAPTER: - III Data analysis 37-53

Data interpretation & analysis.

In the present competitive scenario it is very essential to predict the needs of

Need for the Study:-

This study is an attempt to recognize which type of marketing strategies

Objectives of the study:-

In the study on attempt is made to evaluate the preface of the company’s

The primary data was obtained through market survey, by personal

The secondary data is collected from the company as well as through

Findings of the study:-

Limitation of the study:-

 Overview of the Mahindra Company.

I. HISTORY OF THE COMPANY:-

Mahindra and Mahindra Limited is the flagship company of the

They soon diversified towards Mahindra tractors. It was tilejiont venture

 Today M&M has two main operating divisions:-

The automotive division manufactures utility and light commercial vehicles.

M&M outstanding manufacturing and engineering skills allow it to constantly

The company’s commitment to technology-driven innovation is reflected in

The M&M philosophy of growth is centered on a belief in people. As a

In the community development sphere, the company has implemented

 Overview of the Mahindra company:-

The US $6.7 billion Mahindra Group is among the top 10

The Group has a leading presence in key sectors of the Indian

 Ranks & ratings of Mahindra company:-

II. Profile of the Mahindra company:-

He is Past President 2003-04 of the Confederation of Indian

He takes a keen interest in matters related to education and apart

Mr. Mahindra is the Founder Chairman of the Mumbai Festival,

He is the Co-Chairman of the International Council of the Asia

 Mr. Mahindra is a Member of the following organizations:-

1. Harvard Business School - Asia-Pacific Advisory Board.

2. Harvard Business School - Member of the Board of Dean's Advisors.

3. Harvard University Asia Centre - Advisory Committee.

4. Harvard Business School - Advisory Council of the Initiative on Corporate Governance.

5. Harvard Business School India Research Centre Society - Founder Member.

6. Asia Business Council.

7. International Enterprise Singapore - 2nd India Advisory Panel.

8. Microsoft India - Advisory Board.

10. The Nehru Centre, Mumbai - Executive Committee.

11. National Council of Applied Economic Research.

12. National Institute of Bank Management, Pune - Governing Board.

The Group Management Board comprises the Vice Chairman &

Mr. Anjanikumar Choudhari

Dr. Pawan Goenka

Mr. Raghu Murti

Mr. Uday Phadke

Mr. Ulhas N. Yargop

III. DEALER’S PROFILE:-

Departments : Sales Section, Service Section & Spare Parts

Sales Man : Pranesh, Basavaraj, Nagraj, Shiv kumar, Nageshwar

Service Section: Mr.Arun kumar (Works Manager)

Mechanics : Dastgeer, Khayum, Shiva & Pasha (Head mechanic)