Mahindra Tractors in Rural Areas

Segmentation
• Demographicsegmentation

• Geographical/Segmentation based
onTopography of soil

• Product segmentation(Engine horse power)

 Targeting
• Farmers holding 2.5 to 5 acres of land-
Mahindra Yuvo

• Marginal farmers-: Mahindra Trakster

 Positioning
• Comfortable :

• Economic/cost efficient

• Fuel efficient

• Hassle-free maintainance
4 P’s of Mahindra tractors
Product and Price Strategy
 Place
• With its sales are predominantly in the states
of Gujarat, Haryana, Punjab, Maharashtra, and
Southern states.
• Gujarat- Mahindra Gujarat, Punjab- Swaraj
• Their tractors are made available in the most
villages from central to south India to north
west states too.
 Promotion
• Arjun Ultra-1 DLX in 2010 in Punjab

• Mahindra Tractor Mahotsav every year

• Mileage Se Music Tak In Uttar Pradesh in 2010

• Alive a day in the farmer’s life

•  #MaineChunaMeraSwaraj.
4 A’s of marketing
 Affordablity
• Price: Mahindra tractors maintains prices that
are a good balance between price and
benefits.  As such, Mahindra Tractors are
perceived to be good value and not as
expensive.  Only a few brands are priced lower
than Mahindra which makes it the preferred
tractors for the average farmer. 
 Availability
• There are showrooms in the major villages in every state like
Maharashtra, Punjab, Rajasthan, etc
• The parts and maintenance of the tractor is easily available in their
villages and the maintenance is given free for the first year of purchase.
• Easy availability of parts: One of the key challenges for every tractors
brand is to make parts available in every village of the country.  It takes
decades for any tractor brand to develop the trust of parts availability. 
However, Mahindra has worked over the years to make their parts
available at each village.  They achieve this through a multipoint
distribution network comprising of dealers, branches, authorised
service points, techmasters and bazaar retail shops.   Mahindra Tractors
ensures maximum uptime due to this easy availability of parts
 Awareness
• Radio and Tv
• Banners
• Anniversary functions
• Wall paintings
 Acceptability
• Easy EMI
• Easy documentation
• Best finance availability: No matter what the tractor model
and the tractor size is, Mahindra has the most convenient and
the best repayment option, best loan plans and quick
disbursal periods. Mahindra enjoys the highest loan LTV (Loan
to Value) ratio amongst all brands in India. 
• Minimum down payment based on the individual financial
situation
 Mahindra tractor voice ad bus station

https://youtu.be/EI8O1cFL_CA

Television ad
https://youtu.be/_CcWcI852aE

Promotional events @ 02:19

https://youtu.be/B7BZChaO1wk