Professional Documents
Culture Documents
1
Chapter 1
INTRODUCTION
• Introduction
• Methodology
• Limitations
2
INTRODUCTION
a set of activities necessary to direct and facilitate the flow of goods and
economy, the quality and quantity of purchasing power of the middle class
the marketing segment in a large way. In the past, due to various socio
economic and exposure reasons the Indian market was more of sellers
market than the buyers market, due to lack of awareness, the companies
produced and sold what they wanted to sell rather than what the customer
wanted to buy.
3
behaviour. Marketing is a process right from the product planning.
meet the present situation of the customer requirements and also to face
player trying to acquire the others market share. Innovation and change
have become the trend in the four wheelers market and also they are doing
system.
has become very popular. It can also become necessary to have a deep
4
Farm tractors has led to large scale production huge plots of land
can be ploughed in short time large crops can be harvested huge amounts
machinery without any loss of time. Output for acre as well as per man
can be increased thereby his financial status will be improved. The cost of
production is reduced. If the farmer finds time he can worked with his
tractor in some others field thereby he can earn money and no scope for
through a suitable belt pulley, power take off, or other power outlet to
clearly states that the tractors are playing an important role in the
5
Objectives of the study:
this study:
tractors
tractors.
Shivamogga
6
Scope of the study:
are used in all parts of the country and this study confined to users of
believed that demand for the tractors in rural and urban area.
And also as the shortage of labour is facing i.e. man power, many
of middle class and higher classes family in the rural area who are majority
of land holders are willing to purchase the tractors for their own purpose,
And this report also envisages about the customer buying decision
and influencing factors which act upon them. And finally this project
Methodology:
7
sampling procedure data collection, data analysis, writing the report and
follow-up.
Research objectives:
Research design:
the relation side of the problem, then a descriptive research is under taken
which answers who, what, when, where, and how questions. Dependent
Methods adopted
to individuals from their response primary data has been prepared. Sample
size:
sampling technique is about the size of the sample. The sample size is
taken as 50.
8
Sample design:
technique in which each and every item of the population is given an equal
chance of being included in the sample. The selection is thus free from
personal bias because the investigator does not exercise his direction of
Collection of data
Both the primary data and secondary data’s have been collected to
Primary data:
an original study. When the data required for a particular study can be
found neither in the internal records of the enterprise, nor in the published
Questioning and
Observation
Secondary data:
9
Like all scientific pursuits, in statistics also the investigator need
not begin from the very beginning; he may use and must take into account
what has already been discovered by others. In the report the data
collected from.
Journals
Showroom broachers
Limitations:
activities will be curtailed owing one or the other factors. I did also found
limitation in my survey.
10
• The firm cannot disclose the extra information, which is necessary to
this report.
• The study was done for a short period of time, which might not hold
• The area is too vast to research and the entire picture may be vary if
11
Chapter 2
COMPANY PROFILE
• Introduction
• History of Sonalika group
• Mission & vision
• Details of top executives
• Sonalika group -milestone
• Sonalika group units
12
HISTORY OF SONALIKA GROUP
product line includes multi utility vehicles, three wheelers, engines and
them with its value for money products. The Company has a state of art
other products include of, Multi utility vehicles, engines and various farm
5000 Crore INR. An average growth of 30% makes it one of the fastest
growing corporate in India. It is also one of the few debt free companies.
works on the maxims of low production cost and clean and safe
13
fetched the company the accreditation like ISO 9001 and ISO 14001.
History reveals that innovation is the key to continued progress and when
applied to technology that touches human life, it can unfold a whole new
economic phenomenon that has the power to change the world. With
unique initiatives like the Thought leadership Forum, we have been able
commitment has helped the group to carve out a niche for itself in the
tractor company registering growth over growth since its inception has
crossed 1.80 lac merely in 10 years & has attained one of the position in
14
Senegal, South Africa, Srilanka, Sudan, Canada, Zambia, Syria, Togo,
VISION STATEMENT
The dream Project of Sonalika group is to cater the agricultural and auto
leadership.
MISSION STATEMENT
CORE VALUES
great lengths to treat each customer like a member of the family and
provide them with the best choice of products and highest quality of
company.
15
Yellow surrounding the Sonalika produces a warming effect, arouses
fertility. Black underlining the logo associates with power, elegance, and
formality.
the industry.
16
Turnover
The total turnover of the group stands for 3200crore INR. An average
manufacture and earning name and fame over all these year.
• 2000 Enter into joint venture with Renault Agriculture France for
17
• 2006 Successfully developed 4 wheels drive front Axles and
network.
18
2.5 SONALIKA GROUP UNITS
follow:
the manufacture of Tractors and has since then built a distinct position for
emission. All this makes ITL one of the top five tractor selling companies
19
including South Africa, Australia, Zimbabwe, Sri Lanka, Canada,
ITL has entered into strategic alliance with YANMAR of Japan for joint
network of 600, and 450 sub dealers. Such a networking has enabled the
company to grow like a well-knit family whose roots lie in its customers,
who have providing constant feedback and support to allow the company
They are also manufacturing tractors, meeting norms of Smoke & Mass
Tractors Training & Testing Institute, Bundi (MP) India, (the Government
20
Address- International Tractors Limited Jalandhar Road, Hoshiarpur (Pb.)
Pin-146022 (India)
ICML is a project of its kind and is the ‘Pride of Himachal Pradesh’. The
other ancillary & small units for meeting the raw material requirements
the state.
21
The Company has entered into Technical Collaboration Agreement with
MG Rover of UK, with the technical know – how from MG Rover, UK.
The Company has manufactured MUV with the name of RHINO RX &
month i.e., 24000 MUVs in a year. In the first full year of production in
2006-2007, ICML is aiming to churn out about 5000 MUVs & expects to
domestic market, also has an eye on exports & exports to Malaysia, Nepal,
Bangladesh & Indonesia are also in an advanced stage. It will also offload
The Company is eligible for the Central & State Govt. Tax sops,
exemption from the excise duty & income tax for 10 years, which shall
over the next 2 -3 years in the upcoming ICML plant & ICML has an
22
International cars & motors ltd, car plant is located in foothills of Shivalik
tax-free zone. The total area of plant is 93,000 Sq. M. out of which 42,000
23
SONALIKA AGRO INDUSTRIES CORPORATION
Sonalika Agro was established in 1971 to support the Indian farmers with
mechanization technology to facilitate persistence of green revolution.
Sonalika Agro Industries Corporation, the group’s maiden venture is one
of the foremost Farm equipments and implements manufacturing
companies in India with 80% share in threshers alone. Its product line
includes Combine Harvesters, Tractor/Self Driven straw reapers, Potato
Planters, Maize seller –cum-Dehuskers, Seed –Cum- Fertilizers Drills,
various kinds of threshers, etc.; Sonalika Agro is a pioneer in
manufacturing tractors mounted combine harvester, which is not popular
in India, but also in various others countries across the globe. Today, the
company is supporting the farmers with world class farming equipment to
ease the process of making the Green Revolution II, a dream come true.
In the light of the company's mission, highly qualified and experienced
staff is working as a family in the manufacturing facility at Hoshiarpur
(Pb).
24
Product and Services of All Group Units
25
Sonalika Agro Industries Corporation
This company mainly deals with agricultural equipments and implements.
That are helpful to the farmers in agriculture The product line of the
sonalika agro industries corporation is as follow:-
Combine Harvestors
Threshers
Potato Planters
Maize Sheller-cum
Seed-cum-Fertilizer Drills
Straw Reapers
Ploughs
Harrows
Tillers
International Autotrac Finance Limited
This company basically deals with services which are provided to farmers,
salaried for finanace the tractors and other agricultural equipments and
implements. Provide financial assistance to them.
26
many of the South Asian countries. Some of the international clients are
as follow:
MG Rover, Power Train, Renault, Yanmar
In domestic market sonalika products are popular in all across the India.
In Punjab, there are 45dealers of sonalika tractors.
There are 70 dealers of International cars and motor products all over the
India.
27
engineers on regular basis and around 3000 people work on contract
basis.
Competitors of Sonalika tractors are as Escorts, Eicher, Hmt, Mahindra
and Mahindra, Swaraj/PTL, Tafe/Massey, New Holland ford,
ACHIEVEMENTS
-Company has produced smoke free diesel engine
-Company has increased its production of diesel engines up to 60
engines per day
-International Tractor Limited has a network of network of more
than 1000 dealers
-Computerized tractor plant
-First Indian tractor engine750III conforming to Euro II norms
-Pride of country awarded to Sh L.D MIttal, Chariman.
-Gold medal awarded to Sh. A.S Mittal, Vice Chairman
-Udyog Bhushan awarded to Sh. Deepak Mittal, MD
28
DISTRIBUTION NETWORK
Followed by Sonalika:
COMPANY
DEALER OR STOCKIST
CUSTOMER
COMPANY
STOCKYARD
DEALER
CUSTOMER
29
ORGANISATION CHART FOLLOWED BY ITL
Chairman
|
Vice-Chairman
|
Managing Director
|
Chief Operating Officer
|
Joint Chief Operating Officer
|
HOD of Every Dept.
|
Managerial Staff
|
Executives
|
Support Staff
|
Workers
30
CERTIFICATIONS
A) ISO – 9001
ITL has got ISO-9001 quality system certified by International
Certification Ltd. It is for use when conformance to specified
requirements is to be assured by supplier during several stages which may
include design, development, production, installation & servicing.
Sonalika has arranged collaboration with French Renaults for technical
know-how and marketing. With the help of this collaboration
SONALIKA will develop its own DI-740 Tractor engine which will help
it to reduce its cost.
31
Study of functioning of departments
Production:-
ITL has fully integrated and state of the art assembly facilitation for
assembly line over the years have made it possible to manufacture nearly
37000 tractors per Year. Atomization of assembly line not only increased
32
Highlights of Assembly Facilitations:
product.
Hydraulic presses
centrifuge filtration
Road testing
Brief of R & D :
33
• ITL R & D center is recognized by government of INDIA
Capabilities:
settlement
prototypes
Facilities:
activities
34
• I-Deas, Solid-Edge & AutoCad is used for 3D & 2D
design activities
• Circular test track (mgr) & Roll over protection test rig.
• Pto test bed & Endurance test rig for MUV gearbox
under commissioning.
centre.
technology.
started spreading roots in MUV manufacturing with own R&D team and
35
Engines are designed with Rotary FIE from BOSCH & (CRDi) Common
Rail Diesel that gives variable geometry turbocharger for superior engine
response .The in house R&D has all supplies required for complete design
FEA is made to design robust parts. While Emission test cell is also being
& its various components. It can also carry out DFEMA for its own design
group into MUV segment two engines have been developed by the in
36
The engines have been developed using latest technology. One engine
uses Rotary FIE from BOSCH while the other engine is a Common Rail
engine response at all points during engine operation. The in house R&D
has all tools required for complete design of engine from structural parts
Quality Assurance:-
Inspection Phase
37
• 3D Co-ordinate Measuring Machine(CMM)
• STANDARD ROOM
38
respectively export them to systems (Auto cad, Ideas for modeling
purpose).
SWOT Analysis:-
STRENGTH:-
• Human Resource
• Availability of finance
• Investors Relationship
WEAKNESS:-
OPPORTUNITIES:-
markets
THREATS:-
• Competitors
Mahindra & Mahindra
New Holland
39
John Deere
TAFE
40
Chapter 3
INDUSTRY PROFILE
• Introduction
• Types of tractors
• Tractors Industry
• Marketing strategy
41
PRODUCT HISTORY
Introduction
States in 1890.
attempts are known to have been made to design and build from
42
tractors powered with Gasoline Engines. In 1897 English tractors
with oil burning engines were being produced. In 1901 ‘Hart and
Pan’ built the first tractors for draw bar rather than belt work. This
HP at 250 RPM.
In 1902 a second and improved model was built and the ‘J.I’
‘AN’ calking electric company designed and built the first tractor on
type of starting. In 1905, Hart and Pan established the first factory
43
1917 the Electronic wheel Company produced the first tractor
engine designed to burn kerosene other low cost fuels without the
detonation.
the Ford son tractor, which was the first to employ a cost iron “Unit”
gears, and the warm final drive, with all gears running in oil. This
tractor introduce the wet air cleaner so, that all air was water
Types Of Tractors
44
Tracking Laying Tractors
tractors.
These are able to work under many soil conditions both two-
too large driving wheels at the rear and too smaller steering wheels
45
Tractor Industry
capacity.
crops and increased bank credit have been responsible for the
fallows.
46
1. Farm employment has increased considerably on tractors farms
Over the past 3 decades the industry has made rapid strides
47
consistence and thereby contribute to improving farm productivity.
requirements fully.
FARMERS CHOICE
transportation of soil from one land to another land with the help of
For these reason farmers needs a huge man power resources, but
needs and wants in the field of agriculture from last 5 decades. So,
the farmers are fully satisfied with the JOHN DEERE tractor.
Farmers are very much impressed about this tractor and choose
48
SPARES PARTS OF TRACTORS
49
• Injection pumps governor.
• 8 speed transmission gear shaft levers and related parts.
• Hydraulic lift cover.
• Hydraulic cylinder.
• Hydraulic shaft and related parts.
• Hydraulic systems.
• Flow control value assembly.
• Hydraulic lift linkage and related parts.
• Centre housing and related parts.
• Differential lock linkage.
• Rare axel differential and related parts.
• Steering box assembly.
• Fuel feed pump and pan filters.
• Electrical systems RH and LH.
• Battery and battery supports.
• Voltage regulator.
• Starting motor, drive and relay assembly.
• Side mounted headlamps.
• Instrument clusters and related parts.
• Deluxe seat assembly.
• Steel pan seat and related parts.
• Front axel.
50
• Front wheel assembly.
• Standard rear wheels.
• Front wheel weight gauge.
• Rear wheel weight gauge.
• Break and break controls.
• Front axel steering and related parts.
• Front wheel bearing.
• Rear wheel inner bearing.
• Wheel bolt and nuts.
• Inner and outer front wheel bearing.
• Check nut.
51
.
Chapter 4
52
DATA ANAYSIS AND INTERPRETATION
part of my study the analysis of data is done from the basis of information
collected through the questionnaire with the help of table and graphs.
Brand percentage
Sonalika 6
Escort 30
Mahindra & Mahindra 28
Tafe 20
Swaraj 14
John deere 2
Total 100
35
30
30 28
25
20
20
14
15
10 6
5 2
0
Sonalika Escort/ ford Mahindra & Tafe/ Massey Swaraj John deere
Mahindra
53
FIGURE -4.1
INTERPRETATION
From our research on the tractor users we find that mostly people owned
%
84 6 10
FIGURE 4.2
54
INTERPRETATION
using tractors for agricultural purposes and some of the users using tractor
as loading and unloading of sands, bricks etc like thing and some small
FIGURE 4.4
INTERPRETATION
Generally people uses the tractors between 40-50 horse power range due
to less cost of these tractors and less expenses on maintenance near about
32% respondents uses more than these limits but about 40% using
55
between above said limits.
Cost Percentage
2-4 lacs 28
4.6lacs 64
>6 lacs 8
FIGURE 4.5
INTERPRETATION
respondents using 2 to 4 lacs range tractors. Very few from our sample
56
TABLE 4.6 : AWARENESS LEVEL OF SONALIKA TRACTORS
FIGURE 4.6
INTERPRETATION
Almost all the respondents are aware of the Sonalika tractors. They
know about the brand of these tractors they basically like DI 740 III.
57
TABLE 4.8 : FACTOR OF DISTINCTION AT THE TIME OF
FIGURE 4.8
INTERPRETATION
Basically the respondents like the engine performance at the time of the
58
TABLE 4.9: BRAND PREFERANCES BY THE RESPONDENTS
PREFERENCE Percentage
Good 24
Excellent 40
Bad 20
Satisfied 2
FIGURE 4.9
INTERPRETATION
59
TABLE 4.10: SATISFACTION LEVEL OF THE TRACTOR
60
Chapter 5
61
SUGGESTIONS
Product awareness:
all the farmers contacted are aware of sonalika tractors and their features
Here opinion leaders can play a vital role. Opinion leader is a person
62
• Spare parts must be easily available for different models of
tractors
dealers
CONCLUSION
Sonalika has various advantages over its competitors such as low initial
cost, low fuel consumption, high speed, low maintenance cost, & easy
availability
As tractor is meant for pulling load, sonalika has all these qualities to pull
maximum load due to high backup torque. People prefer farmtrac / ford
tractors as per our research study and people like engine performance as
and make some hording on roads to attract tractor users with new features
mention on it.
63
Respondents are basically from village sides so they are not affected by
the newspapers, because in their daily life they never spent time on
64
CHAPTER-6
QUESTIONAIRE
&
BIBLIOGRAPHY
65
QUESTIONNAIRE
Dear sir/madam,
Thanking you
You’re faithfully
B PAVAN KUMAR
1. Name :
2. Address :
a) Sonalika
66
b) Escorts
e) Swaraj
f) John Deere
g) Others …………………………….
a) Agriculture
b) Industrial purpose
c) Loading Unloading
a) Price
b) Performance
c) Quality
d) Brand Image
f) Mileage
g) HP
Mention………………
67
8. What cost did you incurred to procure it?
a) 2-4lac
b) 4-6lac
a) Yes b) No
10. If yes, How did you come to know about Sonalika tractors?
a) Newspapers
b) Television
c) Displays
d) Friends/Relatives
e) Dealers
11. Is after sale service of this product is easily available to you in near
market?
a) Yes b) No
12. Are you satisfied with after sale service provide by company?
a) Yes b) No
13. From which factor you feel that this company’s tractor is different
68
a) Price
b) Promotional schemes
c) Engine performance
d) Technical advancement
a) good
b) excellent
c) satisfied
d) bad
a) Excellent
b) Satisfactory
c) Good
d) Poor
69
f) Any Other
17. Any suggestions
Signature
70
BIBLIOGRAPHY
1. WWW.SONALIKA.COM
3. SONALIKA LIBRARY
5. NEWSPAPERS
71