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INTERNATIONAL TRACTORS LTD. HOSHIARPUR ON “MARKETING STRATEGIES & AD EFFECTIVENESS”
` SUBMITTED FOR THE PARTIAL FULFILLMENT FOR THE DEGREE OF MASTERS IN BUSINESS ADMINISTRATION JULY 2009
SUBMITTED BY: PRINCE SHARDA
SUBMITTED TO: Mrs. ANJU SHARMA LECT. (M.B.A)
D.A.V INSTITUTE OF ENGG. & TECHNOLOGY JALANDHAR
I express my sincere gratitude to my industry guide Mr. Gurvinder Singh for his able guidance. I would like to thank the entire team of International Tractors Ltd. for their continuous support and co-operation throughout my project, without which the present project would not have been possible. Also, I am thankful to faculty members and my teachers for their kind support, guidance and invaluable encouragement, which has always been a great source of inspiration to me.
The project report is the result of working on a live project with International Tractors Ltd., which served as an integral part of my curriculum. It provided me the experience of the Tractor industry before coming into the corporate world. It helped me to view the world of business closely. I was really fortunate for getting an opportunity to work on a live project in a reputed, well established, fast growing and professionally managed organization like International Tractors Ltd.
The project which I handled was, “MARKETING STRATEGIES AND ADVERTISING EFFECTIVENESS. The project gave me a great deal of exposure and I found the practical work totally different from the theoretical one.
CONTENTS INTRODUCTION: INDIAN TRACTOR INDUSTRY About The Company Business Portfolio Government Policy Advertisement and Sale Policy Promotion policy ABOUT PROJECT : Marketing Strategy Marketing Concept Sales Organization REVIEW OF LITERATURE OBJECTIVES OF THE STUDY METHOD & PROCEDURE Research Sample Tool .
Administration of the tool DATA ANALYSIS & INTERPRETATION OF DATA FINDINGS SUGGESTIONS & CONCLUSION QUESTIONNAIRE BIBLIOGRAPHY INTRODUCTION INDIAN TRACTOR INDUSTRY India being a predominantly agricultural country where agriculture is the life blood of the economy has been a traditional manufacture of different type of farm machinery and implements. The biological source of energy especially bullocks. could not cope with the requirements of the changed situation. Punjab occupies number one rank in this regard. One of the achievements of green revolution has been that the farmers increasingly realized the advantage of tractorization for obtaining the timeliness of operations.5% of the geographical area of the country the density of the tractors in Punjab is the highest (85 tractors per hectare) as compared to national average f 10. rise in the level of their income and education. etc. Maharashtra. However is the use of advanced agricultural techniques in India started only in early sixties. Modernization and tractorization in Indian agriculture is only post independence phenomenon. But the demands of tractors rose sharply in last two decades. Jogindera Singh was the first farmer to use a tractor called a steam plough then on the 12000 acres estate he had inherited in the remote kheri district of Uttar Pradesh. Haryana. However the rate of adaptation of tractors is different in different parts of the country. Tractors where introduced to Indian agriculture in early twenties. introduction of tractors got accelerated in several agriculturally advanced states of country like Punjab.5 tractors per hectare. This would happen only because of aware of new farm technologies among the farmers. Punjab possesses only 1. . Therefore.
India is considered the largest tractors market in the world . let us face hard facts. In terms of penetration.No wonder.India is primarily as agrarian nation.5 tractors per thousands hectares of Gross Cropped Area (GCA) as compared to the international average close to 30 tractors per thousands hectares of Gross Cropped Area (GCA). with more than 50 percent of our GDP being contributed directly or indirectly by agriculture . per se.USA and Russia.If that sound great. Thus the Indian tractor market. India has a tractor density of 10. . And that the highly fragmented land holdings India have helped our country to become the largest tractor market in the world. Figuratively speaking India’s large Gross Cropped Area (GCA) is next only to the big two . In terms of total tractors in use in the country. we are ranked a distant eighth. has to be viewed only after considering its position in the world.
ITL is manufacturing various Tractors of Sonalika brand between 30 H. All this makes ITL the fifth largest tractor selling company in India and the number one company in Nepal. To ensure rapid industrialization. International Tractors Limited was incorporated on October 17. promotes the company’s marketing efforts and 50Stockiest supervised by various regional sales offices. Nepal. 400 Sub dealers.P. We can see it is a very new player in the market. Such a networking has enabled the company to grow like a well-knit family whose roots lie in its customers. South Africa. Australia. kms is situated in the northern part of India and is agriculturally India’s most advanced and most prosperous state.P. Sri Lanka. in 1970’s. to 75 H. and CERES brand between 60HP to 90HP. breadbasket of India. the land of 50376 sq. The Tractors manufactured by the company have secured a reputation of performance. Zimbabwe. but then also it has not made its identity not only in India but also in various other countries and today recognized throughout the world. 1995 for the manufacture of Tractors and has since then built a distinct position for itself in the Tractor industry. These tractors are also exported to various other countries also including France.ABOUT THE COMPANY Punjab. Canada.After that there took a revolution of launch of new tractor companies (All these I have discussed earlier). quality and reliability in the market because of their maximum pulling power. . The network of 600 Dealers. minimum fuel consumption and Emission. for promoting new projects. and Bangladesh etc. the Punjab government set up the Punjab State Industrial Development Corporation (PSIDC) in 1966. PSIDC firstly promoted Punjab Tractors Ltd.
All the models of Tractors and Combines Harvesters manufactured by it are tested & approved by Central Farm Machinery and Tractors Training & Testing Institute. These high range tractors have also caught the fancy of the farmers especially with bigger holdings. A number of banks have approved Sonalika Tractor for financing and entering into a tie Up for easy financing. It is also the first Tractor manufacturers in the country producing 50 & 60 HP Tractors fitted with diesel engines manufactured In-House. Sonalika International Tractors have also been approved for subsidy under various schemes by Ministry of Agriculture.who have been providing constant feedback and support to allow the company to turn their dreams into products. It bears testimony to the fact that company is having world-class R&D facilities. (the Government of India institute authorized for issuing test reports). Washington DC has also certified our Engines. Budni (MP) India. These certifications enabled SONALIKA Tractors to enter into World Market. Recently SONALIKA Tractors have been awarded "The Best Quality Award (2002-03)" by the Govt of India. Keeping in view. The company has shown a record growth rate of 124% which has not been registered by any other brand so far and that too within a short duration. Sonalika has . Quality Control Systems and Research & Development facilities are ISO. The ‘Sonalika International' after the great success of its 740 model and improved Double Clutch model continued its efforts in manufacturing yet another models with increased Horse Power with foreign technology in the shape of DI 60 and Dl-55. United States Environmental Norms Agency. It is creditable indeed and speaks of company" spreading its wings at a very fast speed. maintaining controls and systems of International Standards and Environmental norms. It is a matter of pride and honor for us that our Manufacturing Process. Govt. We are the first Tractor manufacturing company in the country to be accredited with ISO-14001. of INDIA. meeting Bharat II norms of Smoke & Mass Emission. These engines have been tested and certified by ARAI. Pune. the requirements of farmers with small holdings.9001:2000 Certified by the Joint Accreditation System of Australia and New Zealand.
Mittal. Its has yet another feather in its cap when it signed MOU with the world Automobile giant Renault Agriculture France on 30th April 1999.730 and 732 models a demand of these tractors is catching up day by day.D. Now Sonalika International will be able to produce tractors with top international technology under the guidance of French and Indian experts at reasonable rates. Deepak Mittal Joint Managing Director who have been engineering the activities of the company successfully since inception. He has also all praise for the workers. L.come out with 3 more small range 725. Mittal Managing Director and Sh. Sonalika has not stopped. the soft spoken Chairman under whose leadership the company has flourished and is destined to reach still greater heights. engineers and officers whose dedication and team work has helped the company to reach this enviable position. CORPORATE MISSION OF SONALIKA . Sh. The credit for this success goes to Sh.S. This will also facilitate India to earn much needed sizeable amount of foreign exchange by exporting tractors made in India to foreign and covering Southeast Asia. It believes in improving upon its performance and accelerating pace of progress further. A. In addition 45 and 50 HP tractors have also been developed to meet with the requirements of middle class farmers. Africa and Europe. Mittal however attributes this to ever energetic Sh.
Customers Supplier Focus. Associates: Create and sustain bonds with business associates. Identify one’s own landmark of excellence: Each employee to identify one’s weak & strong areas through feedback from training & build on strong areas. 6.1. (Team building. Society: Conduct business with highest standards of corporate behavior. Sustain the excellence: Making continuous personal & professional up gradation through training and development as way of life & creating a culture of learning. 4. 5. evoking a strong sense of loyalty for the enterprise. Creating a culture of excellent after sale service. 3. Customer delight: Producing world-class tractors in term of quality and reliability. 2. 7.g. . transparency Unyielding integrity and social ethics. Achieve that landmark: Strive to overcome the shortcomings/weak areas through continuous training & build on strong areas. Problem Solving Approach). e. Shareholders: Strive for consistently superior returns to shareholders and other financial stakeholders.
Self Development Programs: . South East Asia and many others.8. Human Excellence: The Company has established an Excellency Center with a view to develop human excellence. It includes detailed plant visit and CD on manufacturing processes. North America. Bangladesh. International Marketing (Distribution Network):] The Company has distribution network in 22 countries for Tractors and Agricultural implements. Srilanka. The countries like Western Europe. 11. The center focuses on three types of training and development activities. South Africa. 10. 9. old employees are exposed to program like: • • • • Lead with the vision Leadership skills Team Building Communication and presentation skills 12. Programme for New Entrants: Every new entrant is supposed to induction/orientation training from two to four days. Programme for old employees: Apart from functional programs.
) 396 5000 2000-01 2770 7500 2001-02 6211 1200 2002-03 8773 18000 03-04 13496 24000 04-05 17002 32000 18000 Sales of Tractors 16000 14000 12000 10000 8000 6000 4000 2000 0 199900 200001 200102 200203 4-Mar 5-Apr Years The sales of the sonalika tractor went on increasing as it is shown in the graph.) Agriculture Machinery (Nos.In the year 2001-02 the sale increased to 13516 much showing the name and the better quality . The sales in the year 1999-00 was 2770 it increased to 6211 in year 1999-00 and then in 2000-2001 –recorded sales were 8773 . The increased technology of Sonalika .Employees are encouraged to focus on their personal development through programs like: • • Art of living (Basic course) Art of living (Advance cours Group Turnover and Projection 1999-00 Tractor (Nos.customer satisfaction .
The latest figures received for the year 2004-05may not be accurate as due to some secrets of the company.Then almost all the farmers were using the modern technology for cultivating their crops in the year 2004-05 the figure recorded was 46000.the recorded sales in year 2002-2003 was 17113. Nos. .In the year 2002-03 the number of machinery used was 24316 .The sales for the year 2004-05 is 23211. of Agriculture Machinery 300 50 300 00 200 50 200 00 100 50 100 00 50 00 0 1999 0 0 2000 0 1 2001 0 2 2002 0 3 4 a -M r 5 p -A r Y ears The number of agriculture machinery used by the farmers in 1998-99 was 4500 then after due to the coming modern stage many of the farmers adopted the machinery and the number was increased to 7400 in the year 1999-00. Better machinery used resulted in the good crops and henced the number of farmers using machinery went to 12500 then after it went on increasing to 17500 in the yr 2000-2002 .Tractors proved to be the most like tractor for every farmer .In the year 2003-04 the number of machinery used in bye the farmers was 33000 .Sales for the year 2003-2004 were 21002 .
Manager DGM Sr. Manager Deputy Manager Territory Manager Asst.S. L.D.D Production R&D Quality Division AGM Gear Division Marketing Engine Division Sr. A.M. Mittal Quality Gear division Engine Division Marketing Purchase . Mittal Managing Director : Sh.ORGANIZATIONAL STRUCTURE CHAIRMAN MD J. Manager Sales & Service Purchase ` Tractor Consumer Production R&D THE PROMOTERS Chairman: Sh. Manager Deputy Manager Asst.M) Asst.Manager Asst. Manager DGM DGM DGM (R. Manager Manager Asst. Manager Manager AGM Sr. Manager Manager Sr.
Honorable Minister for Rural Development. Vice Chairman. Shri Deepak Mittal. Deepak Mittal MD Yet another feather was added to the cap of Sonalika when company's chairman. Mittal Vice Chairman 3. Mittal. Mittal Chairman was given Pride of Country award at the gracious hands of Chaudhary Prem Singh Speaker Delhi Vidhan Sabha. Sh L. . and Govt Of India on the occasion of the Second National Seminar on Quality Consciousness on 24th December 2002 at New Delhi. Mitta Awards & Success Stories 1. L.K. Managing Director. Pride of Country awarded to Sh. Udyog Bhushan Awarded to Sh. International Tractors Limited received this coveted award at the hands of Shri Shanta Kumar. A.Joint Managing Director : Sh. D. Gold Medal Awarded to Sh. Chairman 2.D.D. and Managing Director were publicly honored in hotel Taj Man Singh in recognition of their rich contribution to the tractor industry.S.
.ISO-CERTIFICATES ITL has got ISO-9001 quality system certified by ICL (International Certification Limited).
ISO-9001 It is used for conformance to specify requirement is to be assured by suppliers during the several stages which may include design. installation and servicing. ISO 14001 certification ITL is an environment friendly plant. with the help of this collaboration Sonalika will develop its own Dl-740 tractor engine which will help to reduce its cost. And will also have one director in Board of Directors and 90% share part manufactured by the company. After the collaboration. development. In order to achieve international slandered environmental management system ITI has been awarded ISO 14001 certifications. . Sonalika will be able to make 100 tractors per day. French Company will have 20% shares in Sonalika International Tractors Ltd. Sonalika has arranged collaboration with French Renaults for technical know how and marketing. production.
D. has made rapid strides within a short span of 6 years. has been helping Sonalika a lot in enriching the Company with technological advancements based on their strenuous efforts and Research a function was held at the Vigayan Bhavan in New Delhi and Shri Mittal was applauded for his great contribution in farm mechanization." CMERI (Central Mechanical Engineering Research Institute) Govt. Mittal. Chairman.SUCCESS STORIES CMERI Govt. Its valued and satisfied customers are multiplying and have crossed 63. which has many firet to its credit in many fields. It has not only made its presence felt in the Tractor Industry but has made in-roads into the market share of popular brands. These suggestions are receiving the attention of scientists across Durgapur and Ludhiana under the supervision . On the top of it. this phenomenal growth is the result of hard work coupled with dedication at all levels. Director General. L. Shri Mittal in his short speech thanked the CMERI for the good words attribute to him and suggested that CMERI should come forward for facilitating air spraying of inaecticide. of India.R. of India Transfers Design and Technology to Sonalika under the stewardship to Shri L.D. of India. Shri R. Of Scientific & Industrial Research stated that if there were a few more “Mr. Shri Mittal further states "We have been after a class technology so that Indian farmers get the best value for their hard earned money. According to Shri Mittal. Mittal " the country's face would be different. CSIR & Secretary-Govt.. This is precisely the secret of success of the company. improved combine Harvester and mini Tractor.000 marks. International Tractors Ltd. company has never compromised on quality.S. Masheikar F.A. Deptt.
of CMERI. Sonalika is the only Tractor in which technology of CSIR. The new changes and developments which have come off in the Europe will help technological advancements in Sonalika Tractors in a phased manner. Govt. Sonalika Tractors Lauded by European Farmers in SIMA Fair-France Recently. Shri Mittal had also the opportunity to meet and interact with Experts on farm equipments which facilitated to exchange views and knowledge for mutual benefits. After all.000. which have taken place in the most advanced countries of Europe. CMERI transferred technology for Sonalika Tractors for all models ranging from 32 HP to 60. The number of satisfied and proud customers is increasing day by day and has crossed the figure of 63. one will find that at one hand it is fuelefficient. On this occasion.D. there is something exclusive and unique so much of prestige in just 7 Years. Mittal. There was visible enthusiasm in European farmers who developed fancy for Sonalika as quality product from India with open heart. Govt. Chairman-International Tractors Ltd. was invited to the world's biggest farm equipment and tractors exhibition arranged in SIMA fair. Shri L. There were a number of business be followed up by Sonalika and Renault Agriculture later on. on other hand it has got special position in pulling power. to know and understand about the new innovations & developments in farm mechanization. This helped the Chairman of Indian Tractor Co. sonalika and its global partners Renault Agriculture jointly participated and put up a grand show by displaying tractors and farm equipment with world-class features. Sonalika Tractor is marching ahead on the path of success in which CSIR's contribution is very crucial. Sonalika has become the first choice of Indian farmers. of India. In this exhibition. Prime Minster Refers to Sonalika Tractor in Diamond Jubilee Celebrations of CSIR. of India has been used and which is produced at the ultra-modern plant of global Tractor Company Sonalika. . On close observation of the features of Sonalika. France. Resultantly.
Mittal. This function was presided over by kumari Savitri kunadi HH Ambassador of India in France. M. Faguer. India Day was celebrated with all fun and frolic and a programme highlighting the achievements of India was arranged. On this occasion. Sonalika. This function was arranged.000 entrepreneurs visited this fair. France a grand success. Others. This was one of the biggest show and as many as 1500 companies participated from more than 30 different countries representing 2500 brands. Ambassador of India in France visited the Sonalika. govt. This function was presided over by Kumari Savitri Kunadi HH Ambassador of India was arranged.Kumari Savitri Kunadi H. RSI and other officials from France and India including Dy. P. Director Engg. Povie. the Indian company is destined to do fairly well globally and enquiries/orders for export have started pouring in. Sh. Chairmen addressed the audience and won repeated applause from the select people from all around the globe representing agriuclute field. Export Promotion Council. The SIMA fair was held in Paris and was part of International Agriculture Week. Shri Mittal said that Sonalika has made name and fame in domestic market of India within short span of 6 Years and now we are concentrating on world market. It is expected that more than 2. Shri L.D. of India.. 00. The unique thing about SIMA fair is that it highlights all types of farm equipments all types of farm equipments including Tractors. who were present on the occasion. SIMA fair has been able to bring together Tractor and Agriculture Machinery Manufacturing Union and Union of International Agriculture Machinery Training companies. were Shri G.D.H.Renault stall and expressed her happiness with the progress made by the Indian company Sonalika both in domestic and foreign markets and wished its joint venture with Renault Agriculture. He thanked the authorities for giving him an opportunity to interact with European farmers and opinion builders. President Renault Agriculture France. which are useful for European farmers with latest technological advancements. .
The . Excise duty In the past. at affordable level. But this seems to have changed now. The important government policies affecting the tractor industry are discussed as below. The main objective has been to keep the price of small tractors purchased by marginal/small farmers. But this anomaly has been overcome in 1997-98 budget by increasing the excise duty on higher HP tractors from 10% to 13%. The lower HP tractors (uptol800cc) and components for them were totally exempt from excise duty till 1994-95 the introduction of duty on components and subsequent change in several of MODVAT credit for lower HP tractors adversely affected the market of the segment in FY96. government has used excise duty as effective tool for controlling the demand for various types of tractors. In 1998-99 budget. The indirect subsidy for less than 1800 cc tractors was recovered from higher from higher horsepower segments by levy of higher excise duty. less than 1800 cc tractor were charged an 8% excise duty so as to address the industry's long standing demand to claim MODVAT credit on inputted.GOVERNMENT POLICIES All the agriculture related industries in India have been highly controlled by the government and the tractors are not an exception to this.
for tractors by banks is refinanced by NABARD under the head "farm mechanization". This includes power tillers. engines. was reserved for Small Scale Industries (SSI). This has resulted in entry of few new players who were given to commence their operations by mid 1999 with their manufacturing base in India.rationalization of excise duty structure in 1999-2000 budge led to an increase. This will help in enhancement of agricultural productivity in the country. However. Any change in limits for priority sector lending from the current minimum requirement of 40% and 32% of the net bank credit for domestic and foreign banks respectively will effect the demand for tractors as nearly 95% of the tractor sales is through credit taken from banks. The tractor implements sector. The loans given. harvesters. pumps etc. besides . by providing free hand in setting up of additional capacities to the existing players and allowing new players to set up plants. The sector was deserved from SSI list in 1998-99 budget so that the implements can be produced with better design and technology that can help in farm mechanization. LICENSING The liberalization process started in 1991 has brought relief to the tractor industry. in excise duty on above 1800 cc tractors (above 30 HP) from 13% to 16%. the 2000-2001 budget has raised the excise duty on the less than 1800 cc tractors from 8% to 16%. which is very important for effective usage of tractors. PRIORITY SECTOR LENDING Bank lending for acquiring tractors is part of the priority sector lending.
tractors. But, tractor credit constitutes a major components of the total refinance provided for farm mechanization. The refinancing policy of NABARD is' laid down on a you basis and the credit support to tractors is based on the total availability of resources and agricultural priority in a particular year.
The industry is controlled by six major players. The major players are M&F TAFE, Punjab Tractors, Escorts, Eicher and HMT. The supply of tractors was in tune with demand leading to a capacity utilization of above 95% in the second half of eighties and early nineties. The capacity of tractors industry has increased from 150,300 tractors in FY92 to 337,000 tractors in FY99. The increase in capacity in nineties was brought about by expansion projects of M&M, PTL and TAFE, which together accounted for 73% of the expanded capacity of 183, 700 tractors. In the past few years, the tractor market has moved from sellers market to a buyers market as competition, from both existing and new manufactures intensified and fresh capacity was created. This has created a scenario where dealers have been maintaining higher inventories so as to provide wider choice and immediate delivery to the farmer. Tractor prices in India are about a quarter of the similar powered tractors, in international markets. In the 1990s, the retail prices of the tractors have Increased at a pace lower than procurement price of major crops like wheat paddy. For the corresponding period, farmers are also benefited from improvement in yield per hectare.
Due to sharp jump in tractor demand in last few years, almost all the players have been expanding their capacities. The industry is also witnessing entry of international majors like New Holland Ford and L & T John Deere. The industry entry barriers like high capital cost, extensive rural distribution network, suitable tractor technology to meet local conditions, brand awareness and familiarity of technology to local technicians will provide cushioning to domestic manufacturers fro international majors at least for the next three years. For example, the capital cost of a Greenfield unit with capacity of 20,000tractors per annum is about Rs.2.5 bn. This is more than twice the capital cost of Rs. 6.2 bn for expanding the capacity by 18,000 tractors per annum by Punjab Tractors Ltd. New Holland tractors, a 100% subsidiary of New Holland Trqactors started sales of 70 HP tractors imported in CKD form in the country from mid-198. It launched a 50 HP tractor in March 1999, from it recently started plant at greater Noida. The company plans to release 35HP tractor 1999 .all these models's come with superior technology like oil immersed disc brakes, synchromesh transmission, support through hydraulic system etc. the company plans to control costs by increasing indigestions levels from 50%to90%by end of 1999. To tackle over capacity problem and to keep the pace of growth, major players are implementing key management and marketing strategic, for example: M&M is implementing BPR to control processes and cost of production, PTL is expanding into south India appointing new dealers, Eicher is entering higher HP segment through a collaboration etc.
ADVERTISEMENT AND SALES PROMOTION
Advertisement pre-disposals a person favourably for the product / service idea. Making him to its purchase. Sales promotion takes over at this point. It makes customer take a favourable purchase discussion by providing one of another kind direct inducement e.g. discount, price, gift and coupon etc. mostly advertisement is directly concern with sale. It either inform a pursuit remind about the product service most of time, it is indirect in its approach has long term perspective for e.g. building -company image, brand image. Sales promotion is short term product direct approach to an expert and imitates response in term of sales. Sales promotion is an important and adjustment to selling advertisement more frequent and reporting then sales promotion. Sales promotion is non-recurrent selling effort. These supplement the advertisement and personal selling display are effective method of sales promotion.
Objectives of Advertisement
Positioning the company and the product. Increasing use of the product. Increasing the no. of order Finding new customer. Generating sales leads Reaching another decision making.
recommend or use the article. Personal selling and 4. 2. Tools of competition. Advertising 2. service or idea which is being promoted. It is an effort by a marketer to inform and persuade buyer to accept. PROMOTION MIX INCLUDES FOUR INGREDIENTS: 1. service or idea in a channel of distribution. All forms of ore-motion like consumer-aid and Dealer-aid. Promotion is any communicative activity where main object is to more forward a products. Promotion is the process of marketing communication involving information persuasion and influence. . Hence promotion message has two basic purposes: 1. recall. Publicity 3.PROMOTION POLICY Broadly speaking. Persuasive communication. promotion means to push-forward or to advance an idea in such a way as to gain its acceptance and approval. Essentially promotion is persuasive communication to inform potential customers of the existence of products have all satisfying capabilities.
every year for which 50% amount is recovered from the dealers. are available with ITL. ADVERTISING AND PUBLICITY ITL use following media’s and methods for the purpose of advertising and publicity of its product. full amount . However.PROMOTION POLICY OF ITL I. HOARDINGS The company puts up hoardings on behalf of the dealers. PUBLICITY TAPES Publicity tapes incorporating the message with popular regional film songs. full amount of the hoarding will be debited to the dealers. FILMS Short advertisements. These can be' borrowed by the dealers (free of cost) for a specific period of time and screened in theatres at their own cost. The cost of print (if damaged or lost) will be debited to the dealers' account. film-prints in all regional language are available with the company. However. WALL PAINTING The company gets specific number of walls painted for each dealer ever year and 50% amount is recovered for the dealer. the cost will be debited on the cost basis. for any additional requirement. The dealer gets the benefit of name and address on the hoardings. If the dealer wants to buy the tapes. if any dealer want additional hoardings to be installed.
LEAFLETS 200 Nos. the dealer has to take sanction from the Head Marketing. Also 50 Nos. each models. Any extra expenditure beyond the upper limit is borne by the dealers. colour posters will be supplied to the dealer at the time of his appointment. the full cost of these panels is paid by the company. however. BUS PANELS The company puts up panels on buses on certain routes according to the requirements. The dealer gets the benefit of name and address on the hoardings. coloured leaflets of each model are given to the dealer. who also sets the upper sanction from the Head Marketing.of the hoarding will be debited to the dealers. The company bears the full cost of these participations for which indirect benefit occurs to the dealers. for participation at regional level exhibition. PARTICIPATION IN EXHIBITION AND MELAS ITL participates regularly in International and National level exhibitions. 50% of the total amount (upto the upper limit) contributed by ITL. For any further requirement. who also sets the upper limit of extent of expense. free of cost. free of cost at the time of appointment. coloured leaflets in each models are given free of cost once . the amour will be debited on cost basis. POSTERS 10 Nos.
D. At the time of appointment of dealer. 01 Nos. free of cost: Posters Leaflets Flags Banners Spare Part Order Pad P. 01 Nos. 10 Nos each. in Tin-plates. Black and white leaflets are given free of cost. . Block in each model.I Pad Monthly Service Report Tractor comparative study booklet Sample of Cardex Card Monthly market Report Parts Catalogue Price List (Parts) Service record register Block of all models 01 Nos 01 Nos 01 Nos 01 Nos.a year.. 1 -No. 2. 01 Nos. ITL gives the following items. FLAGBS/BLI·NTINGS/BLOCKS/TIN-PLATES/BANN 5 Nos. 50 Nos. 01 Nos. at the time of appointment of dealers. 01 Nos. All Models Coloured 05 Nos. 02 Nos 10 Nos 100 Nos. Additional quantity as per requirement will be on chargeable basis. Additional quantity shall be supplied on cost basis. Banners are given free of cost. 01 Nos. Nos. Flags. Buntings.
Marketing Manager. Every SMO has two Marketing Officers (MO) and every MO has some sales men working under him.The organisation of each zone of the Marketing Deptt.O. we can see that Zone “A” has one Marketing Manager. Sales Man SMO From the above diagram. four Senior Marketing Officers. Sales Man SMO SMO M. ZONE “A” Marketing Manager Assistant Manager ------------------------------------------------------------------------------------SMO M.PERSONAL SELLING Marketing department of the company has been divided into four zones Every is being looked after by a Marketing Manager and every zone has its separate selling staff which includes senior Marketing Officers and sates men. .O. is as follows: 1. one Asst.
M. S. M.M.O -----------------------------------------------------------S. S.M.O SMO SMO -------------------------------------------------------------------------------------------------M.M. S. two Asst. M. ZONE "B" Marketing Manager Assistant Manager -----------------------------------------------------------------------------------------------SMO SMO A. 3.O. Marketing Managers.2. four Senior Marketing Officers Every SMO has two Marketing Officers and every MO has a few sales men working under him. S.M. S.M. SMO A.O.M. . One Marketing Manager.M. S.O. S. S. S.M.O.M. Zone “C” & SONE “D” Marketing Manager Assistant Manager -----------------------------------------------------------SMO SMO SMO SMO -----------------------------------------------------------M.O M.M.M. We see that Zone "C" & "D" have same organisation.
Arrangement for demonstrating the product to the consumer. To keep liaison with old & prospective customer. OTHER PROMOTION ACTIVITIES 1. when dealers are asked to launch sales promotion schemes. Customers are taught how to keep the tractor in perfect conditions. 2. .DUTIES OF SALES MAN To help customers in getting loan from the banks for buying the tractor.500/.DEALER'S AID: In setting season.as an incentive or award for selling every marginal unit. To collect payments from the customers. if he sells more than his fixed quota. he is given Rs. CUSTOMER AID Servicing Camps are organized where old and new tractors are serviced at very nominal charges by the company's servicing staff.
Marketing as a management involves several activities including environmental scanning market opportunity analysis. The specified target markets are defined.Together these activities make up a marketing strategy.ABOUT PROJECT This project aims at studying of the marketing habits of the rural people (farmers) to own tractors (Customer of tractors). The organization mission programming and implementation and control scanning the Broader environment and identifying analyzing market opportunity understanding and changing marketing environment and the organization market in turn. which provides an orientation for conducting business of thinking and basic approach to the business problems. It also aims and analyzing the effect of this media habits on the sonalika tractor industry. which is then implemented and controlled. Marketing is being applied in all type of manufacturing and non- . marketing objectives delineated for each target market and the numerous marketing programmes decision made. implementation and control. Marketing itself is of course a specific function in the enterprise as far as finances and accounting but the marketing concept is a fundamental to the overall rationale and conduct of the enterprise. Marketing concept. Market strategy programming. MARKETING Marketing is a social and managerial process by which individuals and group obtain what they need and want through creating and exchanging products and value with others. provide a basic for developing effective marketing strategies.
communication distribution etc. This is the point where marketing functions enters the economic process. It consists of basic decisions on total marketing expenditure. Marketing is designed to render to specify benefits to its implement first. marketing place and great emphasizes on measuring the needs and desires to target market. pricing. Since person specializes in. Second marketing emphasizes the scientific formulation and handling of activities involving product development.manufacturing organization. For them the objective may be to increase influence. On the ground that all organization have marketing problems that can be solved by application of market theory and practice. MARKETING STRATEGY Marketing strategy defines the broad principals by which the business units expect to achieve its marketing objective in a target market. prestige or popularity. Since person specializes in producing a particular item he does not supply directly to himself with many other goods and services that he needs to sustain life. The development and use of marketing strategy can be relevant for non profitable organizations as well. As the production efficiency increases it may also indicate that marketing is urgently need to find ways efficiently and effectively for distribution and selling the output. Marketing becomes functionally more important as the country becomes more industrialized. Marketing becomes functionally more important as the country becomes more industrialized. Marketing mix and marketing allocation. The story of the .
These four elements are assumed to be controllable variables that are the marketer decides what they should be. price. The most popularized four factor classification of marketing mix tool called the four ps: product. It is the set of marketing tool that the firm uses to pursuer its marketing objectives in the target market. Such things as budget limitation. The effectiveness of that part is harder to measure usually. Ultimately the company should be analyze the work required to attain a given sales volume or market share and then cost out this work. Marketing mix is one of the key concepts in modern market theory.two universities outlined in the accompanying box is an example of how marketing strategy can be used by such organizations. the result is the required marketing budget. it is judged by the . Companies typically established their marketing budget at some conventional percentage of sales goals. place and promotion. Market efforts apart of marketing strategy. The combined rupee value represents the level of marketing effort at a given time. Marketing management must decide what level of marketing expenditure is necessary to achieve its marketing objectives. Companies entering a market try to learn what the market budget to sales ration is for competitors. industry customs and leadership by competitors greatly influence how much discretion an organization has in designing its marketing mix. has been defined as "the total amount of company input into the marketing process to suitable sales". A rupee value can be assigned to this effort by determining the investment made in each of four factors of the marketing mix.
1986. by the success of a similar program that spent less money. The market has been expressed in many colourful ways : . which were churning out 4100 tractors almost. touched 3900 marks next year. adding to the overall price of tractor. There is a mad sample among the companies to increase capacities.1991 with a growth in sales of 15%. Escorts. down in the dumps only four years ago has patiently moved ahead and come on top during the Financial year 1990 . At the rate of 20% per annum. which was producing a measly 1800 25 hp tractors in 1985 .comparison with competitors negatively. doubled its production in on year. Almost all the large Manufacturer of tractor in the state. Tafe raced ahead it 35 hp category increasing Production from 11000 machines to 15000. And above all competition has also been accompanied by aggressive marketing. which has been rising. The marketing concept The marketing concept holds that the way to achieving organization goods consist in determining the needs and wants to target markets and delivering the desired satisfaction more effectively and efficiently than competitors. Pti. The state of Punjab has the unique distinction of having maximum number of tractors in the country. The most important factor in the growth of the tractor industry has been the money disbursed by banks towards purchase of tractor. The dozen old tractors manufacturers have successfully churned out Increased profit despites the bloating costs of lyres and steels. which results in tough competition. It is therefore in the fitness of things to study various Aspects of the tractors marketing in the state.. The tractor industry.
. Find wants and fill them. Make what you can sell instead of trying to sell what you can make. You are the boss. We have to learn the customer and not the product. quality and satisfaction. To do all with in our power to pack the customer’s dollar full to value.
STAGES OF MARKETING 4 .5 1 0 .5 4 3 .5 2 1 .5 3 2 .5 0 1 P ro d uc t O rientat io n S ales O rientatio n C us to mer O rientatio n S ales M anag ement .
CUSTOMER ORIENTATION (MARKETING CONCEPT) Marketing Concept Marketing Information System System Approach Customer Orientation Dual Objective .
Greater dependence on marketing research. 7. 5. Marketing research 6. customer needs and wants given top attention. Special stress on increasing productivity of sales personnel. Integration and co-ordination of each functions. if necessary. Pricing policies and price fixing. . 3. Advertising and sales promotion. 8. 7. More attention on channel choice and channel relations. 4. 3. 8. Recognition of importance of planning. 9. management and control of sales force. 6. Selection and management of channels of distribution.Functions Of Sales Management Following are the general functions of sale management: 1. After sale service. 10. packing and labeling. Adaptation of managerial approach in selling or marketing. Acceptance of marketing concept i. 2. 5. 2. and programming of sales. Branding. Decentralisation of sales management. Planning and control of sales operation and control of sales costs. Sale planning and sale policies.e. Improved motivation and relation of salesman. 9. Emphasis on profit performance and not merely on sales volume. MODERN SALES MANAGEMENT TRENDS The outstanding development in sales management since 1960 are enumerated as follows : 1. Scientific salesmanship. 4.
gift scheme etc.g. Exhibitions and showrooms special discount sales contest etc. sample distribution premium offers contents coupon. 2 Sales records & statistics Dealers promotion Consumer promotion e.g.SALES ORGANIZATION CHART General sales manager Assistant sales manager I Publicity Manager II Sales Personnel Manager 2 III Distribution Manager IV Sales Office Manager 1 Advertising through various media 3 Merchandising Aids (Sales Promotion) 4 5 Storage & Packing Despatch Transport 1 Orders Correspondence filling etc. display material e. .
Importance of sales organization A sales organization is like a power station sending out energy which is devoted to the advertising and selling a particular lines and there is tremendous loss of energy between the power station and points where it reaches the great necessity of planning. organizing and controlling all sales efforts through a sound sales organization to prevent wastage in distribution. Basic functions of sales organization Administrative Functions Operating Functions Staff functions Specialist acting As guides and Advisors Marketing Research Advertising Sales promotion Merchandising and product development sales analysis Dealer relations Sales personnel Sales policies Sales planning Sales programme Evaluation of performance Controlling cost Direction and Motivation Dealer relations Co-ordination of Evaluating sale Co-ordinating Recruitment Selection Training Routing Controlling Equipment Supervising Transportation and Sales territories Physical distribution problems Sale planning and Programming .
Beyond the length of the promotion. Brown (1974) said that the good manufacturing companies. . He emphasized that marketing consultative selling and constant appraisal of commercial potential of small business. A few of these have been reviewed here under. R & D etc. Be old and new concepts and techniques of marking were in use currently for solving their marketing problems. Kapoor and Singh (1975) conducted a pilot study of the marketing planning practices of Indian companies it was found the marketing concept had not only gained recognition but were also being practiced in a sophisticated manner. would continue to Ineffectively allocate and spend their budgets. Hanan (1976) suggested that large organizations should be learn from small organization the small business strategy. personal selling. distribution. Godrej (1976) in his article. The article focuses at the various aspects of marketing mix with the respect to consumer pricing. Money spend on promotions always yielded higher results for a period extending. which tried to integrate promotional expenditure and advertising expenditure without understanding what segments of their market they were affecting. marketing of consumer durables has emphasized that consumer durable marketing is a subject that has not received the attention it deserves.Review of literature The review of literature comprises various studies conducted in the field to marketing in general and tractor marketing in particular.
modal and type etc. but he feels that it is very important And can yield positive results for the farmers as well as for the firm it is a marketing strategy that has worked well for certain organization.Should be of great help in formulating the strategy for large organizations. in general. Kumar and Sweety (1985) in a rural marketing management perspective survey concludes that. Diversification helped the tractors manufactures the design the tractor model according to the customer preferences about the Color. The market potential depends on population characteristics and economic conditions. as also to segments their market depending on the end use of tractors into two distinct classed farmers and industry buyers. Scott (1986) says that the marketing of equipment like tractors should also emphasize salvage. The manufactures started the low horsepower tractor to meet the requirement of marginal Farmers and medium horse power tractors to meet the requirement of medium to large farmer. The grouping of these two parameters into permutation and combination results in different market segments which Could be more meaningful than the traditional method of market segmentation in rural areas. The two are related. This is an arena that may not appeal to many dealers. Buckingham (1984) says that the electronic control of diesel fuel injection has become a hot topic for the tractor Engines and many within the diesel industry predict it will show up vehicles from tractors to cars. Singh (1983) conducted a survey on the marketing practices of tractors and come to conclusion that vertical. Engineers manufacturers are currently testing electronic injection systems and research into such system is going on in the companies and universities. .
an otherwise trusted variable like price is Losing its importance to other elements in the marketing mix. Many of the dealers were taking about have a major franchise. Gilletal (1993) reported that the annual use of tractor in the state of Punjab is less than four hundred Hours by a study by Singh and Dhawan (1992). be in the fitness of the . With increasing availability of similar and non differentiable products at similar slightly differentiated prices.Singh (1986) conducted a survey on nonprime marketing strategies.multinational companies are picking up steam. and wheat for other crops the tractor use is less than 20 hours per year. It is said that in the marketing strategy for the tractors the old tractors never die. Any major break though in tractor machine assures a corresponding Leap in market share so it is in their own interest to play their cards close lo their chests while marketing and Manufacturing processes. but in may he that the cost of keeping some of them running has become expensive enough that the alternative of a competitively priced new unit provided by an independent importer is compelling. Forgarty (1989) conducted a survey of tractor imports and came to the conclusion that Non . It will therefore. but they are also looking up for a back to basics type that can satisfy certain customers. With the expectations of paddy. He maintains that owing to intensive competition parallelism has emergent in the competitive actions. Bayard (1991) says that tractor manufacturers jealously guard their development machines and with good reasons. South Korea for instance moved for supplying A few dozen units in 1979 to over a thousand till 1988 and Yugoslavia went from zero to 1600 in the same period. This can be attributed among other factor to non-availability of suitable farm equipment for many operations for crops production and horticulture.
Hence the need of present research. now a days people want good spares. so many adjustments. Dhawan and Singh (1994) reported that the tractor on an average in India did not find adequate work fro its rational use and was hardly covering the costs. brand name. especially relating to the opinion survey of the tractor users are few and far between. An important economy consideration for the purchase of tractor by the farmer was that of the even increasing price of tractor. type of operation. Horse power. In spite of it.things to accelerate the pace of research of development as well as manufacture an introduction of need based farm equipment. Important promising farm machine from overseas countries can help to expedite the pace of research of development. researches in the area of tractor use. The above research studies basically to market strategies and practices. high power. This indicates the existing Research gap in this important area. The cost of operation was influenced by tractor make. .
To study the media habits of the people. To study the ad-effectiveness of different media used by sonalika for advertising. Through each research study has its own specific purpose. 4. We may think of research objectives as falling into a number of following broad groupings: 1. . 2. To study the marketing ( promotional) strategies of sonalika 3.OBJECTIVES OF STUDY The purpose of research is to throw the answers to questions through the application of scientific procedure. To study the public view of the effective ad and various medias. The main aim of research is to find out the truth which is hidden and which has not yet been discovered as yet. To gain familiarity with a phenomenon or to achieve new insight into it. 5.
. Data Collection Information will be collected from both Primary and Secondary Data. The purpose of Research is to discover answers to the Questions through the application of scientific procedures. Research is. The research process followed by us consists of following steps: Sample Plan Sampling can be defined as the section of some part of an aggregate or totality on the basis which judgment or an inference about aggregate or totality is made. Such framework is called "Research Design".Stephenson in the encyclopedia of Social Sciences define Research as "the manipulation of things. "Research is the systematic design. correct or verify knowledge. an original contribution to the existing stock of knowledge making for its advancement.RESEARCH METHODOLOGY Research Methodology is a way to systematically solve the research problem. whether that knowledge aids in construction of theory or in the practice of an art". thus. The Research Methodology includes the various method and techniques for conducting a Research. Slesinge and M. The project must have a specified framework for collecting data in an effective manner. concepts or symbols to the purpose of generalizing to extend. D. collection. analysis and reporting of data and finding relevant solution to a specific marketing situation or problem".
Sample A sample is a small proportion of a population selected for observation and analyses. habits and then the satisfaction level. Secondary sources Secondary Data are those which have already been collected by someone else and which already had been passed through the statistical process. To drop proper influences. and thus happen to be original in character.Primary sources Primary data are those. which are collected afresh and for the first time. . The sample chosen by the study of farmer from Hoshiarpur Distt. Web sites. Step in process was preparation of questionnaire which consists of question of mainly multiple choice and closed ended with few open ended questions forgetting maximum information about tractor owner and media. After the collection of data the second step was analysis of the data. It is a collection consisting of part or subject of the objects or individuals of population which is selected for the purpose of representing the population by observing the characteristics of the sample one can make certain inferences about the characteristics of the population from which it is drawn. Newspaper and Journals. The data collected is secondary data through Magazines. which include both open ended and close-ended Questions. Man collected by conducting survey through Questionnaire. The Research Method This project involved study of various media used for advertisement directly linked with customer. The sample size was 50 customers.
close ended and open ended questions. . Tool A self made questionnaire is consisting of multiple choice.The sample of this study was 50 farmers (customers of tractors). The survey was conducted in villages of Hoshiarpur district. Administration of the tool The tool was personally administered to randomly selected 50 farmers who own tractors.
30% of the respondents hold 1 to 10 acres 4% used the land hired by them. How many acres of land do you have for farming? Area 0 Acres ( Lease ) 0-10 10-20 20-30 Total No. 40% of the people hold 10-20 acres. Q 2. Do you have your own tractor? . of respondents 02 15 20 11 50 Percentage 04 30 40 22 100 45 40 35 30 25 20 15 10 5 0 0 Acres (Lease) 0-10 20-Oct 20-30 INTERPRETATION:Land owned by the people with max hold over 20-30 acres were 22%.DATA ANALYSIS AND INTERPRETATION OF DATA Q 1.
90% of the respondents owned the tractor while 10% were not the owner of the tractors. .Reponses Yes No Total No. of respondents 45 5 50 Percentage 90 10 100 Yes No INTERPRETATION:Out of the same of 50.
A) Are you interested to buy tractor in near future? Response Yes No Total No.Q 2. of Respondents 4 1 5 Percentage 80 20 100 Yes No INTERPRETATION:Out of 5 non-owner of the tractor 4 of them were planning to buy a tractor while others did not show any response for the purchase of tractors in near future. .
4 51 20 100 60 50 40 30 20 10 0 HM T ESCORT TAFE EICHER SONALIKA FARM TEC INTERPRETATION:Out of the 45 respondents who owned the max 51% showed the preference for Sonalika tractors. HMT was by 4.Q 2.11 4. Which factor affects your tractor buying decisions? . TAFE was owned by 5 % farmers while 4.44% while 8.9 11.44 8. Another 20% showed preference or had farmtec tractor. Which tractor brand you have owned? Brands HMT ESCORT TAFE EICHER SONALIKA FARMTEC TOTAL No.4% were having EICHER. of Respondents 2 4 5 2 23 9` 45 Percentage 4. B). Q 2.9% preferred Escort tractor. C.
of Respondents 44 6 Percentage 88 12 . 3. 22 % are affected by Advertisement alone. Price All Total No. Are you aware of the advertisement of Sonalika tractors? Response Yes No No. As 44% of the respondents are affected by the quality of the product.Factors Quality/ Power Ad. of Respondents 22 11 7 10 50 Percentage 44 22 14 20 100 INTERPRETATION:Quality/Power of the tractor was attributed as the strength factor for influencing product contributed a lot the factor of the buy decision according to the sample study. 14 % were those whose buying behavior was affected by price and 20 % are those who were affected by all above factors. Q.
of Sonalika tractor. 88% have seen the ad. .Total 50 100 Yes No INTERPRETATION:Out of the sample of 50 respondents. of Sonalika tractors medias and there are only 12% who have not seen ad.
Q.e. of Respondents 20 8 10 12 50 Percentage 40 16 20 24 100 45 40 35 30 25 20 15 10 5 0 Advertisem ent (M ass M edia) Hoardings Dealers Friends / Relatives (Word of M outh) INTERPRETATION:According to the sample study. 40% of the respondents came to know about Sonalika. maximum number i.Q 3. 3 B) Through which advertisement media you came to know about Sonalika’s tractors? . So advertisements on mass media proved to be effective fro the concern. Tractor through mass media and 24% from the relatives and friends 20% of them were by the dealers and 16% through hoardings . A)Through which source are you aware of sonalika’s tractor? Source Advertisement ( Mass Media ) Hoardings Dealers Friends / Relatives ( Word of Mouth ) Total No.
The ads on T.V Magazine Newspaper Outside (Other source) Total No. 3 C) On which T.V Magazine Newspaper Outside INTERPRETATION:This is the multiple answer question.Media T. fairs or melas. channel you have seen sonalika’s tractor ads? Channels DD-I DD Metro No. Outside hoarding. 44% which produced to be the most effective one. banners. of Respondents 8 2 Percentage 57 14. of Respondents 14 2 22 12 50 Percentage 28 4 44 24 100 50 40 30 20 10 0 T.29 . Q. One had seen the advertisement of Sonalika of the recollection was from the newspaper i. tinplates.V.E were viewed by 28% while magazine readers were only 4%.e. advertisement on wheels were viewed by 24 5 of the respondents.
29 14. ETC (Punjabi) for the purpose of advertising.29 100 60 50 40 30 20 10 0 DDI DD Metro LASHKARA ETC (Punjab) INTERPRETATION:The survey revealed that 57% of the respondents matched advertisement on DD-I and a very small percentage of respondents are using other channels i. . Lashkara. DD Metro.e.LASHKARA ETC (Punjab) Total 2 2 14 14.
of Respondents 1 1 0 0 0 2 Percentage 50 50 0 0 0 100 60 50 40 30 20 10 0 Kisan Patrika Desh Sarita A&M India Today INTERPRETATION:This was revealed during the survey that 50% of the respondents source of knowledge for advertisement regarding tractors in the magazine is Kisan Patrika. Q. 3 D) In which magazine you have seen sonalika’s tractor ads? Magazine Kisan Patrika Desh Sarita A&M India Today Total No. 50% respondents gathered it from the Desh Advertisements of appearing in A & M and Auto India were not available with the respondents. 3 E) In which newspaper you have seen sonalika’s tractor ads? .Q.
80% of them had seen in Ajit . The survey has also revealed that advertisement regarding tractors appearing in the Newspapers such as Punjab Kesir. 27. Newspaper a advertising media is an important source of advertising for the customer of tractor in Punjab. It was revealed during the study that out of the 22 newspaper reader 11 of them has seen the Ad. in Punjab Kesri.16 0 27.16% of the reader has seen the advertisement in Tribune. 18% in Danik Jagran. 4.83 18 4. Only 4. of Respondents 11 4 1 0 6 22 Percentage 45.Newspaper Punjab Kesri Danik Jagran Tribune Times of India Ajit Total No. Q.8 100 50 40 30 20 10 0 Punjab Kesri Danik Jagran Tribune Times of India Ajit INTERPRETATION:Newspaper as a source for advertising tractors is widely used in Punjab. Danik Jagran and Ajit has widely reached and influenced the tractor customer. Which characteristic of an advertisement attracts you most towards the ad ? .
Models got 12% of the total response. The attribute of models and clarity of message were closely followed. Personality image building got 6% of the response. of Respondents 12 7 6 5 10 3 2 50 Percentage 24 14 12 10 20 6 6 100 30 25 20 15 10 5 0 Picturisation Slogan M odels Clarity of m essage Truth fullness Personality Im age building INTERPRETATION:Out of 7 attributes and out of the respondents. 20. Than is for the truth fullness i.Attributes Picturisation Slogan Models Clarity of message Truth fullness Personality Image building Total No. The response for the clarity of message is 10% and slogon for 14%.e. 24% of the responses was for picturisation which was the highest response. .
Q. What are your media habits? .Q. Similar percentage of respondents rated its average. But 4% of the respondents rated it below average. 5. of Respondents 23 23 4 50 40 30 20 10 0 Good Average Below average INTERPRETATION:46 percent of the respondents rated their liking for advertisement regarding tractors as good. 6. How much do you like the any ad of sonalika? Responses Good Average Below average Percentage 46 46 8 No.
Media Habits T. Suggestions and Conclusions . 44 percent of the respondents have maximum taste for newspaper. Findings.V Magazine Newspaper Radio INTERPRETATION:The survey has revealed that 28 percent of the respondents devoted their maximum time for watching television. of Respondents 14 2 22 12 50 Percentage 28 4 44 24 100 50 40 30 20 10 0 T.V Magazine Newspaper Radio Total No. and 4 percent of the respondents devoted most of their time for reading magazine and 24 percent of the respondents devote maximum time for radio.
Most of them fall in the range of 10-20 acres of their own land i.e. 40 % of farmers. 90 %.e. 3) And out of these 51 % has owned sonalika’s tractor that shows the good customer base of sonalika. 4) It was observed that Tractors’ quality and advertisement has a lot of affect on the buying decision of farmers. 40 % of respondents got aware of tractors through mass media.e. 2) It was found that maximum no. And sonalika’s ads are effective on this basis that 46 % of respondents liked it. 6) Newspaper acts as a main source of awareness for farmers in a mass media category type. . 5) Most of farmers were aware of the sonalika tractors and mass media act as a main source for this i.Findings: 1) On the basis of survey it was found that most of the farmers have their on land for farming. of farmers have their own tractors i. 8) On the basis of survey it was found that sonalika’s ads are effective to attract customers but not up to that extent. 7) It was found that the picturisation and truthfulness of the ads that attracts people to see the ads.
V. the company should increase its warranty period from one year to two years at least. This can be achieved by: .. Madhya Pradesh. J & K. Suggestions: Organization of full service camps and demos will be more effective other media's.. iTL's tractors are generally used in Punjab only and to little extent in Haryana.P. The organization of tournaments like cricket. It should make every possible effort to improve its sales in other states also like Andhra Pradesh. Gujarat. etc. T. Himachal. Participation in rural prestigious & famous fairs & melas would be the best media to convey messages.. U. and radio are the sources that represent media habits of the farmers. Keeping in view the increasing competition. Along with this one important program can be through sponsorship of rural sports. This would attract more customers. Rajasthan.9) On the basis of survey it was found that Newspaper. Direct contact program will yield more promising results the co should make these as regular feature. will be very effective in conveying company's message and attract more customers distribution of free gifts will be helpful in mating HMT more popular in future.
For the market needs for further progress of the company. iii) Sales tax returns and product vise income. Computerization in Company is one of the most important needs for further progress of the company. would also be recorded. ii) Individual sales staff performance would be measured in each territory and aggregates. Computerization of the company will prove more economical. The management would be able to take decision in the shortest possible time with more efficiency. particularly in these States. iv) With the help of computer. time wastage will be less.• Conducting demonstration by organizing exhibition of the different models of the tractors. the importance of the computer is even greater since it can perform all the function? Given below: i) Monitor sales performance. • Giving dealer high Incentive. . through comparison of actual sales and collection with the budgets and past performance. v) Power staff will be beaded to keep the record so that expenditure will be less. contribution analysis by price value etc. For the market division.
exhibitions. T. leaflets.. personal dealings. wall paintings. mass media. Presently media source like newspaper. As sonalika’s consumers are mainly farmers or villagers those are not much literate company needs that much efforts to attracts these by its strong personal interaction. hoardings. etc can be effective. posters. attracts consumers but to attract large consumer base sonalika requires more competitive efforts.CONCLUSION It was observed that sonalika has used various marketing strategies (or promotional strategies) like films.V. etc. Publicity tapes. bus panels. radio. magazine. . Though all the promotional strategies of sonalika are effective to some extent but lot of work yet to be done to attract a large customer base. etc. For this fairs.
000 and above 0-10 10-20 Ques.QUESTIONAIRE To check the Advertisement-effectiveness of Sonalika Tractors Name : __________________________________ Address : ________________________________ Age : ___________________________________ Education : Income Below matric Matric Graduate Rs. 150. 60. 0-60.000-150.000 Rs.1.000 Rs. How many acres of land do you have for farming? 0 Acres (on lease) 20-30 Yes Yes HMT EICHER No No ESCORT SONALIKA TAFE FARMTEC (2) Do you have your own tractor? (a) Are you interested to buy tractor in near future? (b) Which tractor brand you have owned? (c) Which factor affects your tractor buying decisions? Quality/ Power Price Ad All .
.Q3. Are you aware of the advertisement of Sonalika tractors? Yes No (a) lf yes. Through which source are you aware of sonalika’s tractor? Advertisement (Mass media) Dealers Hoardings Friends/ Relatives (Word of mouth) b) Through which ad media you came to know about sonalika’s tractors? (c) TV Newspapers Magazines Outside On which TV channels have you seen the Ad? DDI ETC (PUNJABI) DD Metro LASHKARA (d) (e) In which magazines have you seen the Sonalika’s tractors Ad? Kisanpatrika Sarita Auto India Desh Advertisement and marketing India Today In which newspaper have you seen the Ad? Punjab Kesri DanikJagran .
Average . Tribune Times of India Q 4. How much do you like the any sonalika’s Ad? Good Below Avg. Which characteristic of an advertisement attracts you most towards the ad ? Picturisation Model Slogan Clarity of message Truthfulness Image building. . Personality Q5.
What are the suggestions regarding advertisement for improving the product / company's Images? . What are your media Habits Television Radio Magazine Newspaper Q7.Q6.
Gupta. 2001 4. Prentice Hall. Dave. Keith Kohn Cox. William. Delhi.P. Strategic Marketing Management. . Dolan. 3. Tom. US. Mark Edward. McGraw Hills. Kotler Philip. 2003. 2005. Robert J. 2003 6. BH Publishing House. Parry. US. S. Tony. John. Enterprise Marketing Management-The New Science. Harvard Business School.BIBLIOGRAPHY References: 1.. Marketing Management In Practice. US. Klein. Marketing Management & Strategy. Curtis. Strategic Marketing Management. Delhi 2. Himalaya Publishing House. 5. Zyman Marketing Group. 1980. Sutton. Statistical Methods. US. 2001.
com www. Business Outlook.cii.bsnlpunjab. 5. 2. 6. Magazines Referred: 1.com www.sonalika. 3. Web sites visited: 1. Business Today. 4. 2.wikipedia.org www. Business Week. www.in .fotosearch.com www.punjabdirectory.co.com www. 3.
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