The Company named M/s Pramal Farmatics Pvt.

Ltd
owned by
three technopreneurs Jagdip Trivedi, Jayanti Bhai Patel
and
Pragnesh Patel, manufacturing facilities situated near
AnandGujarat

Initially it was a material handling company

Which is now ready to manufacture and market the small

10
HP tractor under the brand name of „Vanraj‟.

Company got the certification of Central Motor Vehicle

Rules(CMVR) from Central Farm Machinery Testing and
TrainingInstitute (Budhni, MP).

Company had good technical and professional

experiencebefore entering in this business.
COMPETETION:
Company is entering in the new segment and this segmentwas
not catered by any company

There was not any direct competition but it was in the very
competitive Industry where various major players likeMahindra
& Mahindra, TAFE, Punjab Tractors, Escortsand Sonalika were
there.

There were three mini tractor manufacturer but they werenot

the refined product that is why they are not directcompetition.
CUSTOMERS:
They are going to enter in the new segment which was
notcatered by any company as such that is why there is noclear
defined customers

Usage and the design of the tractor has some implicationabout

the customers they may be the Small and marginalfarmers,
horticulture farmers, material handling customers

They have also identified the large farmers as segments.

PEST ANALYSIS:
Economical the company was the small scale industry and the
customers identified were small and marginal, large
andhorticulturist etc.

Company got funding from the government wing for the

technological refinement

Sociological factors - product was focused to cater small

usagewhich was not tackled by the big tractors.

Most of the consumers were small and marginal farmers. For

thebuying the tractor they consider the HP as the main factor
butbeside this there are other factors like it is a status symbol
also itis the sign of prosperity also tractor purchase also has lot
of other social significance.
Technological aspect

The marginal farmers are still dependent on the bullocks

andother manual systems.

Farm mechanisation has lot of value in terms of the upliftment

of the poor and increasing the productivity

In tractor industry HP is the main criteria and most of

thetechnological aspects are covered in this case
MARKET SEGMENTATION
Demographicsegmentation

Geographical/Segmentation based onTopography of soil

Product segmentation(Engine horse power)

DEMOGRAPHIC SEGMENTATION:
On the basis of land holdings:

Small & marginal farmers: In this category the level of

mechanisation is low and they used bullocks for tilling and
agricultural operations. Moreover they had small land
forfarming and the Vanraj tractor was focussing this segmentas
its target.

Large farmers: This section was catered by all the bigplayers as

they have large area for farming and the farmswere highly
mechanised. They usually preferred tractorshaving HP more
than 20.
On the basis of type of occupation
:

Industry: Industry wise they are divided into small scale

firm, national, and multinational players.

Horticulture: This segment of cultivation requires specific

design which would facilitate the cultivation process. It
requires intercultural operations like removing weeds
andcreation of soil. These functions could be well performed
by tractors having “three wheel convertible features”
which is observed in Vanraj tractors.
GEOGRAPHIC/SEGMENTATION ON THE BASIS OF TOPOGRAPHY:
North India: The regions like Punjab, UttarPradesh, and
Haryana were dominant in tractorsales. As the soil is alluvial
they require tractorswith less HP.

South and West India: In the regions like Gujarat,Maharashtra

and Madhya Pradesh the soil isharder type- Laterite and black
soil where more HPtractors are required
PRODUCT SEGMENTATION:
(ON THE BASIS OF HORSE POWER)
Mini tractor: The tractors which are having less than 20 HP
are considered to be the mini tractors and Vanraj being one of
them.

Small tractor: Tractors having horsepower between 21 and

30HP are considered as small tractors.

Medium tractor: Tractors having horse power between 31 and

40 HP were included in this section.

Large tractor: Tractors having horse power more than 50

HPwere included in this section.
SEGMENTATION ON THE BASIS OF LAND HOLDINGS:
This segment is not served by big players, as they areinterested
in more margins.

In this segment about 82% of the people do not havetractors,

thus having more scope for future.

Land holdings are smaller, for small farmers it is 0.4 hac &for
marginal farmers it is 1.4 hac. Thus they need a tractorwhich is
not bigger in size.

The Vanraj tractors are of 10 HP and hence it would be

bestsuitable for small and marginal farmers due to its low
costand lesser fuel consumption with more utility and
lessmaintenance.