SUMMER TRAINING REPORT

ON
“MARKETING STRATIGIES OF THE COMPANY”
AT
ESCORTS KUBOTA PRIVATE LIMITED

SUBMITED TO PARTIAL EULFILMENT OF THE

REQUIREMENT OF DEGREE IN

BACHELOR OF BUSINESS ADMINISTRATION

SESSION:-2020-2023

SUBMITTED TO: SUBMITTED BY:

DR.RASHMI BHARGAVA ANJALI DOGRA
CONTROLLER OF EXAMINATION BBA[G] 5th SEM
MD.UNIVERSITY ROHTAK REG NO: 2011031164
ROLLNO:

1
 DECLARTION

I,ANJALI DOGRA ,Reg no:-2011031164, Course &

Semester:- BBA 5TH SEMESTER of DAV INSTITUTE
OF MANAGEMENT.

Hereby declare that the project entitled “Marketing

Strategies of the company’’ is an original work and the
same has not been submitted to any other institute for the
award of any other degree.

Signature of candidate

2
 Acknowledgement
I express my humble thanks to that supreme power, the
‘Almighty’ for giving me enough
Patience and strength to work continuously with full
enthusiasm despite of failures. Without His blessing this
task could not have reached its finale.
This project report is a result of the joint effort of several
helping hands of the personal department of Escorts kubota
Faridabad, The knowledge of our theoretical studies is
absolutely incomplete without its proper implementation
and application in the diversified corporate world of today.
I have been really opportunistic to be a part of the Escorts
group during my summer training, which is one of the
upcoming technical companies in today scenario.

An undertaking of study like this is never an outcome of

effort put in by a single person; rather it bears imprint
number of person to directly or indirectly helped me in
completing the study.
At the outset I would like to expend my sincere gratitude to
Mr. Amit Singh technical advisor of Escorts group, for
providing the opportunity to carry out the survey and for
providing guidance during the preparation of report
whenever needed

3
4
5
 INDEX

S.NO CONTENT PAGENO:

1. Introduction 8-16

2. Company profile 18-26

3. Trainee’s profile 28

4. Research Methodology 30-48

5. Learning from training 50-55

6. Bibliography 57

6
CHAPTER-1

7
 INTRODUCTION OF THE COMPANY

Escorts Ltd. (Escort) began its journey in 1948 as an Agri-

machinery company and has grown to be one of India’s
leading engineering conglomerates with over seven decades
of experience. Today, Escorts is the fourth largest tractor
manufacturer in India with ~11.6% market share and has a
strong brand name offering more than 45 models ranging
from 25HP to 80HP. Over the years, the company
diversified into other products to emerge as a multi-
business entity, with interests in Agri-machinery, railway
equipment, industrial and construction equipment.

Kubota Corporation (Kubota) 

It was Established in 1890. Kubota is a global
manufacturing company, specialising in agriculture, water
and living environment products with a worldwide network
in over 100 countries.

8
The Escorts Group is among India's leading engineering
conglomerates operating in the high growth sectors of Agri-
machinery, construction & material handling
equipment,railway equipment and auto components.Having
pioneered farm mechanization in the country, Escorts has
played a pivotal role in the agricultural growth of India for
over five decades. One of the leading tractor manufacturers
of the country, Escorts offers a comprehensive range of
tractors, more than45 variants starting from 25 to 80 HP.
Escort, Farmtrac and Powertrac are the widely accepted
and preferred brands of tractors from the house of Escorts.

The company was converted into a public limited company

in December 1959 and subsequently the name was changed
to Escorts Ltd in January 1960.In the year 1961 the
company set up a manufacturing base at Faridabad for
manufactures of tractors in collaboration with URSUS of
Poland and launched Escort brand of tractors. Also they
made collaboration with CEKOP of Poland for
manufacture of motorcycles and scooters.

9
The first RAJDOOT motorcycle rolls off the assembly
line.In the year 1969 Escorts Tractors Ltd made a technical
and financial joint venture with the global giant Ford Motor
Company USA for manufacturing Ford tractors in India.
And in February 1 1971 the first tractor FORD 3000 rolled
out of the factory. In the year 1977 the company set up
their first independent R&D Center namely Escorts
Scientific Research Centre at Faridabad. Also they set up
their second plant at Bangalore for manufacturing piston
assemblies. In the year 1979 they made collaboration with
JCB Excavators Ltd. UK for manufacture of excavators.In
the year 1980 . The company forayed into healthcare and
set up Escorts Hospital and Research Center in Faridabad.
In the year 1984 the company signed an agreement with the
Japanese bike giant Yamaha to manufacture motorcycles
with Yamaha technology.

10
Also they made collaboration with Jeumont Schneider of
France and Dynapac of Sweden to manufacture EPABX
systems and vibratory road compactors respectively.In the
year 1997 the company made a joint venture agreement
with New Holland and launched Farmtrac Tractor. Also the
made a joint venture with First Pacific Company of Hong
Kong and formed Escotel Mobile Communications. In the
year 1998 the company launched Powertrac tractors.

RESEARCH CENTRE

Escorts Heart Institute & Research Centre Ltd for a

consideration of Rs 520 crore.During the year 2005-06 the
company set up a new manufacturing facility in Rudrapur
Uttarakhand for manufacture of new range of railway
equipment. The company sold their stake in the software
companies and also divested 49% stake in the joint venture
Carraro India Ltd in which the company is getting out of all
the unrelated business and to remain focused on the three
core businesses.

11
 Investment scheme

 EL will issue new equity shares to Kubota on a

preferential allotment basis (subject to shareholders’ and
necessary regulatory approvals) pursuant to which
Kubota will hold 9.1% of EL’s paid up share capital.

 The total amount of investment will be approximately 16

billion yen.

 Subsequent to the preferential allotment to Kubota, EL

will undertake a reduction of its share capital from the
shares held by the Escorts Benefit and Welfare Trust
(subject to receipt of necessary approvals) of such
number of equity shares as are being issued to Kubota
under the preferential allotment.

12
 FUTURE DEVELOPMENT

 After going through the necessary procedures and

subject to receipt of requisite approvals, the investment
is likely to be completed by June 2020.

 To further facilitate and strengthen the collaboration

with EL, Kubota will sell 40% of stake in KAI to EL, in
addition to this investment.

 Going forward, Kubota aims to establish a joint research

and development center with EL to develop products
that are optimized for the local market and shorten the
development period.

 During FY 2022 Escorts Limited & Kubota Corporation

reinforce their long-standing partnership. .

13
Training and Development

Organizations are dynamic and complex. The rate of

change is faster than before due
to the rapid change in the technological and social scene.
The kind of change is more rapid,
continuous and stressful. As the response time is getting
shorter and information explosion is
leading to rapid obsolescence the organizations should be
on their toes. The managers have
entirely a new shift in role from task co-coordinators to
team leader/coach /counselor.

Components for Training

▪ Skill Training – ▪ Attitude Training – Needed
throughout to have the right attitude in the working place.
▪ Knowledge Training – This is a development process
and carried on to achieve a long-term objective.

To achieve the desired level of performance from the

current level of performance and to close

14
the GAP training programme is conducted.
Training Process
• Need Assessment
• Designing &objective Setting
• Implementation Stage

Evaluation Stage

o Training Failures
▪ No needs assessment
▪ Training is always the answer- No assessment of the
problem
▪ Training is reactive
▪ Training is a one-shot deal
▪ Failure to measure results
▪ Management does not participate

15
 Executive Summary

Whenever we start a new business, launch a new product, or seek

to increase your customer base
We need a marketing strategy. A handy, all-encompassing
document that relays your wider brand aims and goals.
Building brand awareness, attracting leads, diversifying your target
customer base and improving your competitive advantage are all
examples of core marketing goals.
A marketing strategy acts as a road map to guide your marketing
efforts. To take your business from idea to reality, grow it to the
next level, or develop it for other markets, so you can appeal to a
broader range of target consumers.  Your marketing strategy will
help you to:
Understand the customers’ needs.
 Tailor your products to address these needs.
 Discover the language you need to use to communicate
effectively with your customers.
 Access your competition, consider your competitive advantage
and your unique selling points
 Establish which distribution and communication channels will
give you the best results

16
CHAPTER-2

17
 COMPANY PROFILE

Escorts come into being with a vision that was nurtured by Mr.
H.P. Nanda and late Mr. Yudi Nanda. The foundation of Escorts
Ltd. was laid in the formation of Escorts (agent) Ltd. on 17th
October 1944 and Escorts (Agriculture and machines) Ltd. in
1948..
1947
After partition the Registered office of the Company was shifted
from Lahore to New Delhi. The name of the Company was
changed from Escorts (Agents) Pvt. Ltd., to Escorts Ltd. upon its
conversion into a public company.

1959

1960
The Company commenced the manufacture of pistons and established at
Bahadurgarh, near Patiala, in collaboration with Mahle Komm-Ges Bad
Constatt, West Germany.

18
1962
The Company commenced commercial production of X-ray
equipment, railway shock absorbers and heating equipment in
technical collaboration with the Westinghouse Trading Co. (Asia)
Ltd., New York, Eheimmetall GmbH, West Germany and Eltra K.
G., West Germany respectively.

1978
The following contracts were secured for execution (i) Farm
implements manufacturing plant, (ii) Bicycle assembly plant and
(iii)Raw material sold to support PVC plant.

1981
1986

The Company undertook expansion of the installed

capacity of shock absorbers to 15 lakh numbers, in
technical collaboration with Einstein AG of West Germany.
The Company also introduced disk brakes for Indian
Railways.

1990

19
The Company privately placed with financial institutions
35,00,000-14% secured redeemable non-convertible debentures of
Rs 100 each.

1997

-The Company has entered into a joint venture with

Carraro SPA of
Italy and promoted a joint venture company under the
brand name Carraro
India Ltd. to manufacture transmission to be used in its
higher HP
range of tractors at a cost of Rs 110 crores

2000

Yamaha

2015

Escorts Ltd. - Escorts launches India's first Anti Lift Tractor -

Escorts Ltd. - Escorts Partners With Cognizant to Digitally
Transform its Businesses

20
2017
Escorts develops new products to make rail travel safer. -Escorts
unveils latest global tractor series. -Escorts Introduces
indigenously engineered Electric Tractor at Agritechnica 2017,
Hanover, Germany

2018
Escorts launches new range of construction equipment at Bauma
CONEXPO 2018 -Escorts Enters into JV with Japan ’s Tadano
Group for HIGHER CAPACITY MOBILE CRANES\

2019
Escorts Showcases India's first Hybrid Concept Tractor at
Exclusive 2019 -Farmtrac unveils Hybrid Concept Tractor at
Agritechnica 2019.

2022

8th November 2021, Escorts Limited ("Escorts" or "Company")

has received requisite approvals for the name change of the
Company from "Escorts Limited" to "Escorts Kubota Limited"
with effect from June 09, 2022.

21
Escorts and Kubota Corporation, Japan ("Kubota") had
decided to strengthen their partnership aligned to their
vision of global leadership in farm mechanization and
spreading farming prosperity. Kubota has increased its
equity stake in Escorts to 44.8% by subscribing to new
equity shares and through an open offer to the public
shareholders of Escorts and also becoming a joint promoter
of the Company along with existing promoters, the Nanda
family, whose shareholding in the Company remains
unchanged and Mr. Nikhil Nanda continues to be the
Chairman and Managing Director (CMD) of the company.

ESCORTS GROUP

The resultant transformation would enhance the company's

volume in the Indian as well as over seas markets. The
group envisages to cross the Rs. 75,000 million by 2000
AD .

22
During the course of its growth Escorts has also remained a
response Escorts odyssey, which began in 1944, from
agency to manufacturer to diversified industrial
conglomerate, is a classic study in corporate planning and
business development.

Today Escorts ranks among the country's leading multi-

product industrial group having several international
collaborations, employing over 20,000 people with a
turnover of Rs. 22, 000 million. Beginning as a small
agency house in Lahore in 1944,

Escorts after independence gauged the need for

modernising agriculture and pioneered farm mechanisation
in the country. It set up the first dealer network of its kind
to market tractors it was to import. Simultaneously the
company established a school of farm mechanisation to
educate farmers on use and benefits of farm mechanisation.
Escorts soon became the number one tractors selling
company in India.

23
COMPANY LOGO

Leading tractor and farm equipment manufacturer escorts is

now escort kubota .The company said it has now received
the approvals for the name change.
This follows up to the partners agreement towards
strengthening their vision of being a global leader in farm
mechanisation. It was last year, when Kubota decided to
increase its equity stake in Escorts to 44.8 percent by
purchasing new equity shares through an open offer to the
shareholders of Escorts and thus becoming a joint promoter
of the company along with the Nanda family.

24
COMPANY’S MISSION

We strive to be strongest and most respected engineering

company in the country. We will achieve this by dearly
positioning our self in a competitive environment
enhancing its brand equity international quality products,
market leadership, enlarged customer base, better cost
control and pricing opportunities. We feel responsible to
our employees and we must recognize their dignity and
recognize their merit. Each one of us must uphold the core
value of professionalism, commitment and integrity in
keeping with the highest tradition of the company.As
responsible corporate citizens, we must not only encourage
civic improvement, better health and education but also
protect our environment and natural resources.Finally we
are responsible to our shareholder and for this business
must make a sound profits and thus to be investor
attractive.We must experience with new ideas, new
facilities and new products. When we operate on these
principles, the shareholder should realise a fair return.

25
 Market share of escorts group

Products Market Share (%)

Agri Machinery 19.07

BI-Wheeler 28.3

Excavators Loader 86.00

Pick ‘N’ Carry Cranes 70.00

Loaders 85.00

Forklift 9.70

Piston 45.00

Rings 45.00

Shock absorber 22.00

Heavy duty shock absorber 85.00

Carburettor 15.00

Center buffer couplets 100.00

Vacuum controls valves 95.00

Electro pneumatic brakes 72.00

Compressed air brakes 38.00

26
27
CHAPTER-3

Trainee’s profile

28
 Introduction

My name is Anjali Dogra, I started my training on 15th

September 2022, and I joined as a trainee of Marketing
Management.After I signed the agreement of training with
the briefing of contract and the rules and regulations I have
to comply within the company, my training commenced
with a mandatory induction program. I engaged in this with
several other newly joined employees. This was conducted
by training and development division of ESCORTS
KUBOTA LIMITED and it insures us a smooth transition
to the company culture and values.

We had an induction program where we gained thorough

understanding about company, its division, hierarchy and
company culture. Then we did self-learning and was
engaged in sessions and completed examinations which
were considered as mandatory for newbie. And those
examinations and self-leanings helped us to gain
knowledge on company policies and ethics, company
adhere to health and safety.

ANJALI DOGRA

29
CHAPTER-4

Research Methodology

30
The methodology opted for the collection of data for this
project report is
Secondary sources
Primary sources
Secondary sources: The information collector about the
profile of the company was collected by various sources
like Internet and Delhi Stock Exchange Library.
Prime sources: In this project the information collated,
basically depends upon primary sources. Interview of
various person was conductive from time to time. These
interviews was conducted for marketing department,
human resource department and new projects department.
The information collected was handle with extensive care
and was duly arrange in a set format.

Market Research:A Small market research was conducted in

Faridabad to know the actual performance and brand image of the
Carburettor. A conclusion from the samples is also mentioned in
the project.

31
 MARKETING DEPARTMENT

MARKETING CHIEF

MANAGER SR. MANAGER MANAGER

MARKETING (O.E.) (SERVICE) MARKETING SECRETARY
(REPLACEMENT)

TYPIST CUM
OFFICE ASST.

SUP SUP SUP

NORTH (EAST (SOUTH ZONE) (WEST ZONE)

ZONE)

INPLANT TRAVELLING TRAVELLING

SERVICE MAN SERVICE MAN SERVICE MAN

SUPERVISOR SUPERVISOR SUPEVISOR TRAVELLING

(EXERCISE) (PAYMENT & (CASTING & SERVICE MAN
COLLECTION) PRICING)

ASSISTNAT ASSISTNAT (CUSTOMER

(DESPATCH) ACCO.)

32
DEMAND ESTIMATION

33
 MANUFACTURING

MASTER RECORDS

34
 APRIL MAY JUNE JULY AUG. SEPT. OCT. NOV. DEC. JAN. FE
PRODUCTION 36660 37112 28475 24600 30395 26700 29350 38000 50000 50500 47
DESPATCH (NOS) 33348 32005 24950 24925 30395 30408 31419 41293 46082 51098 50

COLL. EEAL 86.62 157.63 154.01 112.37 107.58 161.99 144.25 108.25 156.70 189.63 15
(LACS) MIL 64.12 218.58 134.34 106.24 92.20 131.90 144.47 134.59 183.63 161.18
WFS 65.61 57.88 60.08 57.11 60.60 46.28 59.91 63.60 66.53 84.11 78
SALES M/CY. 50 24 26 18 13 37 31 74 63 79 11
(NOS) CARB (R) 3099 5099 5899 5699 5399 5099 4399 5199 5599 6999 70
90-91 91-92 92-93 93-94 94-95 95-96 96-97 97-98 98-99 99-00 TI
TURNOVER
(EEAL +WFS) (CRORES) 12.48 11.49 12.14 15.92 21.42 27.45 27.11 25.16 20.26 27.76 2.
WFS
MIL 4.12 3.71 3.99 3.49 4.94 8.03 8.35 7.89 6.7 8.79 0.
3.42 5.29 5.06 6.20 8.48 10.61 14.41 15.33 12.78
CARBS (P) 275940 210772 212254 2865530 364432 445705 479300 491150 380500 444000 37
(NOS) 37
CARBS (D) 263647 219204 215076 288446 357877 443421 486935 483970 386032 444369
(NOS)
CARBS (D) REPL 12890 17540 15911 12982 29736 31436 36904 47674 56716 65969 54
(NOS) 12890 17540 15911 12982 29736 31436 36904 47674 56716 65969 54
M/CY SALES 959 625 587 514 497 1108 840 639 443 789 66

35
 MASTER RECORDS
2000-01 APRIL MAY JUNE JULY AUG. SEPT. OCT. NOV. DEC. JAN. FE
PRODUCTION 47606 52125 54570
DESPATCH 46400 52058 44040
(NOS)
BILLING EEAL 225.73 202.63 179.07
WFS 100.76 100.00 86.33
SALES M/CY. 231.88 153.80 190.08
(NOS) CARB (R) 110.24 110.06 77.03
PAST PERFORMANCE 90-91 91-92 92-93 93-94 94-95 95-96 96-97 97-98 98-99 99-00 00
JU
TURNOVER
(EEAL + WFS) 12.48 11.49 12.14 15.92 21.42 27.45 27.11 25.16 20.26 27.76 8.
(CRORES)
WFS 4.12 3.71 3.99 3.49 4.94 8.03 8.35 7.89 6.7 8.79 2.
MIL 3.42 5.29 5.06 6.20 8.48 10.61 14.41 15.33 12.78
CARBS (P) 275940 210772 212254 2865530 364432 445705 479300 491150 380500 444000 15
(NOS)
CARBS (D) 263647 219204 215076 288446 357877 443421 486935 483970 386032 444369 14
(NOS)
CARBS (D) REPL 12890 17540 15911 12982 29736 31436 36904 47674 56716 65969 14
(NOS)
M/CY SALES 959 625 587 514 497 1108 840 639 443 789 45

36
 MARKETING

The product manufactured by ESCORT KUBOTA Ltd. is

Carburetors, Oil Pumps, Clutches, which is an Industrial
product.
Industrial marketing is very much different from other
consumer products marketing. In Industrial Marketing the
product is consumed by another manufactures so the target
is the other Automobile manufacturer.

Definition
When the marketing efforts are towards an industry or a
whole, rather than individual consumer like you and me is
Industrial Marketing.
For marketing of carburetors EACL practices two types of
marketing concepts: -

1. Original Equipment (OE) Marketing

2. Replacement Marketing

37
Concept of Original Equipment (OE) marketing (and how it is
done

Original Equipment marketing is done in a very different

fashion as compared to other marketing practices.
The OE marketing followed by EBL is done in a certain
fashion. A high level team, which consists of Plant head,
Manufacturing department head (automobile engineer)
Marketing head and the Planning head is made.

Under Replacement Marketing

Company manufacture carburettor of those vehicles, which

has high sales and also has a high population in the market.
Higher the sales/population more the number of users,
more the number of Carburettor s, demanded by the user
because of wear and tear of the product.
At the same time company also wants to manufacturer
Carburettor of those vehicle models in which the
competitors are lesser. (For e.g. company manufactures
Carburettor for Enfield motors in which only two
competitors are there).

38
 MARKETING STRATEGY

Product
Under Replacement Marketing
Company manufacture carburettor of those vehicles, which has high

sales and also has a high population in the market. Higher the

sales/population more the number of users, more the number of

Carburettor, demanded by the user because of wear and tear of the

product.

At the same time company also wants to manufacturer Carburettor of

those vehicle models in which the competitors are lesser. (For e.g.

company manufactures Carburettor for Enfield motors in which only

two competitors are there).

Under OE Marketing
Products are manufactured according to the automobile

manufacturers. They give the design to the carburettor

manufacturer and accordingly product is manufactured .

39
PRODUCT LINE

EACL is geared to deliver a wide rang of Die cast

components to zero draft angle, with the Back up of a
precision tool room. EACL manufactures a side range of
components for the powertrac, faramtrac, kubota tractors to
catering to it own needs.

Clutch Assemblies:

Made with technical assistance from M/S Fuji of Japan,

their high-powered clutch assemblies are fitted in
powertrac, faramtrac, kubota tractors

Major components for the Yamaha RX-100 are also

manufactured at industry.

40
Spokes and Nipples:

With technical know-how from M/S Hoshi of Japan, EACL is one

of the leading manufactures of swaged spokes and nipples. The
Rajdoot 175 cc, Yamaha 350 cc, and the Yamaha RX-100cc are
equipped with spokes and nipples frame EEAL.

Mangnetos:

The latest addition to the EEAL range of products is the

high powered flywheel Magneto, to be Manufactured under
technical collaboration with leading Japanese collaborators.

Carburettors:

'MIKCARB' fine Carburettor are manufactured with technical-how

from M/S Mikuni of Japan. Designed for law commission, these
carburetor ensure high efficiency and better fuel Economy in
addition to festers such as law attrition, longer life and better pick
up. The present range includes carburetors for the powertrac,
faramtrac, kubota tractors

41
Product Profile:

There is no such thing as "suction" in engines. Don't suck air and

fuel into the cylinders, infect, Air and fuel flaw into an engine
because the pressure in the cylinders is lower than atmospheric
Pressure. As a result, atmospheric pressure forces the air/fuel
mixture into the engine like a giant Hand pushing on the
corroborator. Our study is concerned here with pressure
differential. It's a Simple case of finding the path of latest
resistance. The carburetor intake stroke (caused by downward
Motion of piston) creates the flow. .

Function Of Carburettor:

Carburettor performance the following three function:

a) The function of Carburettor is to produce combustible air fuel
mixture by breaking fuel into tiny Particles in the form of
vapour a process known as customization.

42
b) It mixture by the fuel with air in a proper ratio and to deliver
into the engine.

c) To control the engine output by regulating the amount. An ideal

mixture burns without leaving any excess air or fuel and is the
key efficient engine performance. The ratio of fuel and air is
called the mixture ratio and is generally expressed by the weight
proportion. The erratically, the amount of air required for
complete combustion of 1 gram of fuel under normal condition
is 15 grams.

d) Mixture Ratio = 15 grams of air 1 grams of fuel

e) The ideal air-fuel ratio is 15:1 i.e. 15 grams of air for 1 grams of
fuel. The ratio however, varies from as 1:1 during cold starting
to 8:1 during idling and 14-16: I during cruising. For any
Vehicle where fuel consumption as lowest, which is normally
40-50 kms Per hour.

43
 MARKET SEGMENTATION AND DISTRIBUTION
CHANNEL

EKL marketing division concentrates on following activities:

Supply to original equipment manufacturer (OEM)

Supply to replacement market.

Supply to welfare shop (major dealer).

Supply to spare part division.

SUPPLY TO ORIGINAL EQUIPMENT MANUFACTURER (OEM's)

44
The automobile industry depend to large extend on the

ancillary industries for the supply of numerous parts and

components needed for assembly of vehicle, therefore

EEAL'S major emphasis is laid on one of its product line

consisting of carburettors manufacturing. The company

makes Carburettor for its own group and other Bi-Wheelers

manufacturers as per their specifications and design

requirement. For example Carburettor is manufactured for

Bajaj Auto Ltd. Enfield India Ltd. Majestic Auto Ltd.,

EYML, etc.

SUPPLY TO REPLACEMENT MARKET

EEAL also supply Carburetor and no of components and

spare parts for the replacement of worn out Carburetors or
parts to keep vehicle roadworthy.

DISTRIBUTION CHANNEL:

45
For the distribution and selling of Carburettor and its spare
parts. There is a wide networking of dealers spread all over
the country. There are 65 dealers in all over the country.

PROMOTION
Under OE Marketing

Company takes up promotion into ways.

Company to company promotion
National and International exhibition

46
: In the first method companies higher officials market the product.
The higher officials (including plant head, marketing head and
manufacturing head) approaches the various companies and
demonstrate them their products and what all they can manufacture
according to their requirements. At the same time these officials
convenience them about the quality and price of the products and
assure them for quality of service.

A special Service Cell is there in the company to look after the

product, which is been used, in the automobile company. They
duly check the performance of the product and check if any
problem arises.

National and International exhibitions: C

MARKET SURVEY

47
Market survey is very important to decide method to
estimate the demand of market and analyse the market
survey is very necessary to have practical results. For my
project I did market survey with specific questionnaire and
personal meetings with mechanics and supervisors and
workshops of authorised dealer in all department.

METHODOLOGY OF DEMANDS ESTIMATION

On the basic of market survey and data of sales from

ACMA report [Automobile components manufacturer
association of India] the methodology for demand.

Estimation of market is explained further first there are

some assumptions which I have considered.

ASSUMPTIONS

48
1. I have considers the age of Carburettor 10 years and after
10 year it is replaced.

2. I have assumed that only 25% owner of the vehicle go to

the authorised dealer where they get original MIKCARB
carburettor at the time of replacement.

3. I have assumed that age of a vehicle is not more than 20

year so replacement of a carburettor is done at one time
only.

49
 FINDINGS

Findings of markets survey are as follows:

1) We find that production of the company is increased.

2) In 2020 price is reduced due to epidemic but earning is

better than other industries.its net profit in march 2020

came in AR RS 484 Crore at the end of financial year.

3) ESCORT grow with the collaboration of kubota japan

industry

4) Escort kubota net profit in the last fiscal came in at RS

765 Crore,down 12 per cent from RS.874.06 CRORE in

march 2021.

5) ESCORT KUBOTA reported a 7 per cent rise in tractor

sales at 6,111 unit for august 2022.the company sold
5,693 tractors in the year-ago same period.

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CHAPTER-5

51
 LEARNINGS FROM TRAINING

During administration these 1.5 months training, I worked in

ESCORT KUBOTA LIMITED and my department is marketing
My industrial training supervisor is Seema Taneja there are many
lessons that I have learned in this 1.5 month.

TASK PERFORMED

 First they overview about the company and also review

about all over the departements.

 I would have to do during my training supervisor,after

the briefing with him,Mr Rachit explain me how the
work is done in department.

 The first task that I was undertaken was doing my

training is to analyse how many spare parts of tractors
are made and also to listed in my notebook.

 Then I analyse and learn about my work and give all

report to my superior.

 However based on my daily report they are reallly

impreeesed me appreciated of my work.

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LEARNINGS

1. LEARN TO UNDERSTAND ORGANISATION:

I Understand that how I can do work with understanding the

nature of the organisation.and also how to do work on all the
changes going on business environment.
I also analyse all over the department and they also help me to
inform my task.

2. LEARN TO MAP OUT GOALS AND OBJECTIVES:

I Also learn how to map out my goals and measurable outcome. It

is essential part of the business to growth.
I understand that with goal I should able to work backward and
figure out the steps whom I need to achieve.

3. LEARN TO DEFINE TARGET AUDIENCE:

How to target my audience it is very most important in the

organisation . I learn how to step up the target which help to grow
the organisation.
To step up audience I learn how to do surveys and gather all the
information which help me to do my task more easier.

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4. LEARN TO OUTLINE UNIQUE SELLING
PROPOSITION:

With clarity whom you are selling and what your end goals are
important to study in organisation. I Learn how a specific benefit
that make organisation stand out when compared to other
organisation in same market.

For example: escort powertrac come 439 plus has 39 HP Engine

and sonalika comes in 39 HP the engine capacity of the sonalika
tractor 2339CC And escort Powertrac is 2780 CC.

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5. Learned how to control emotions during work with
supervisor. :
Sometimes my supervisor become angry and scolds me in front of
other staff. But I have to overcome the emotions and continue my
tasked. From my opinion it is one of the memorable moments that

I have overcome during 4 months. It will be more motivated to me

and improved my working style and improved my leadership
skills.

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 PROBLEMS DURING TRAINING

I could not get the exact Sales figure, projections and the
data depend upon the conditions prevailing today and last
year. It may change with the effect of various market
forces, which are not consistent.

To create more structured training program. In future, the

company have a plan to hire industrial training students. So
that, the industrial supervisor and the management should
enforce a good training task that will enable a student to
perform well. In the end if the industrial training period, I
learn some experiences and knowledge as it is involve in
my coursework.

It was clear that I had made right decision. Rapidly, I got to

believe that I am working with talented people having
dedication and motivation that I had come to admire.

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 CONCLUSION & SUGGESTION

 Escort Private Limited was recently in June 9,2022 was

renamed as Escort Kubota Private Limited.

 Kubota has also became joint promoter of the company

along with exiting promoters,the Nanda family,whose

shareholding in the company remains unchanged. Nikhil

nanda continues to be the chairman and managing

director [CMD]of the company.

 Last month, the Escorts Kubota announced its medium-

term business plan with three objectives. The first was

that it would become the number one global tractor

manufacturer in terms of volumes, followed by strategies

to expand its revenue.

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

 to achieve these objectives, Escorts Kubota said it will

establish a research and development centre to design

new platforms for innovative machinery of up to 120

horsepower. It added that leveraging its frugal

manufacturing capability and Kubota global quality

system will create competitive products at aggressive

prices, enabling its Japanese ally to compete against

brands exported from India and Korea.

 Kubota got right to appoint 2 non-executive board

members on Escort.

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CHAPTER-6

59
BIBLIOGRAPHY

Magazines
 Business world
 Fortune
 Escort Company Journals

Newspapers

 Economic Times
Libraries

 CII
Websites

 WWW.Indiainfoline.com
 WWW.escorts group.com.

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