Internship in Tata agrico 2009

A REPORT on

Sales of TATA AGRICO Product in Jamshedpur Region Submitted in the partial fulfillment of the Post Graduate Diploma in Management

Submitted to Xavier Institute – XIDAS, Jabalpur,Madhya Pradesh

Under the Guideline of Mr Apoorva Nema

Submitted by Bivash Singh PGDM (Batch-2008-10)

XAVIER INSTITUTE OF DEVELOPMENT ACTION AND STUDIES(XIDAS) 4th Mile, Mandla Road, Tilhari, Jabalpur- 482020 (M.P.)

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CONTENTS S. No. Chapter – 1

Particular

Page No

Introduction 1.1 Background of study 1.2 Need of study 1.3 Objective 1.4 Chapterization

9 9 9 10

Chapter – 2

Chapter – 3

Market research methodology 2.1 Research Objective

11

2.2 Methodology

11

2.3 Sample size & Sampling units

11

2.4 Limitations

11

Organizational profile 3.1 Company profile 3.2 Vision 3.3 Mission

12 13 13

Chapter – 4

Area profile

Chapter – 5

Analysis and discussion

Chapter – 6

14

5.1 Customer analysis

16

5.2 Dealer analysis

22

5.3 Finding

27

5.4 SWOT analysis

28

Summary and conclusion 6.1 Conclusion

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6.2 Recommendation

Chapter – 7

References

Annexure

I.

Dealer questionnaire

II.

Customer questionnaire

30

31

32 35

Declaration by the student

I hereby declare that this project report titled “Market Study of Sales of TATA AGRICO Products in Jamshedpur region” has been submitted by me for the award of post graduate diploma in management, as partial fulfillment of the requirement for this course. This is the result of the original work carried out by me. This report has not been submitted anywhere else for the award of any other degree/diploma.

Bivash Kumar Singh [PGDM-2008-10]

Xavier Institute – XIDAS, Jabalpur, Madhya Pradesh

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Signature of the student:

Certificate by the Guide This is to certify that “Mr. Bivash Kumar Singh” has carried out Project report titled “A Detail Market Study of Sales of TATA AGRICO Products in Jamshedpur region” as partial fulfillment of the requirements for the Post Graduate Diploma in Management, under my guidance during the academic session 2008-10. It is also certified that the report presented embodies the original work of the student. The present report can be forwarded for evaluation.

Mr. Apoorva Nema Signature Date:

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Acknowledgement It is difficult to express adequately my gratitude to those who have shared their expertise and knowledge and without whom the completion of the project report would have not been impossible. We would like to add a heartfelt sense of gratitude to all those who helped me during the completion of this project. This project bears the imprint of many people. First of all, I would like to thank Respected Mr. S.N SAFI, ( HR) for providing us the encouragement to work on this project. We are grateful to Respected Mr. Kamlesh Kumar (Manager, Mkt.) for giving me an opportunity to work on this project. Without his cooperation this project would not have been a success. I also extend our heartfelt thanks to respected Mr. Apoorva Nema (Faculty Guide) for giving me their valuable guidance during the research and for the support and the facilities provided to execute the project. This summer project is written by encouragement and prodding of all the people who have devoted their valuable time and help in completion of this project.

Thanking You, Bivash Kumar Singh

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List of Tables

Page No.

Customer’s & dealer's Customer’s Table 1- Aware and not aware percentage…………………………………….. Table 2- Percentage of user or not user……………………………………….. Table 3- Competitors present in the market ……………………………. Table 4 -Suggestions given by the customers………………………………… Table 5 -Frequency of purchasing tools……………………………………….. Table 6 -Quantity of purchasing tools…………………………………………. Table 7 -Age group of customer………………………………………………. Table 8 -Customers contacted ……………………………………………….

16 16 17 19 19 20 20 21

Dealer's Table 9 -Sales of Tata Agrico………………………………………………… Table 10-Commercial advertisement effect on sales…………………………… Table 11 -Media for advertisement…………………………………………… Table 12 -Tata Agrico brand…………………………………………………... Table 13 -Reason for success………………………………………………….. Table 14- Reason for unsuccessful…………………………………………….. Table 15 -Competitor…………………………………………………………..

22 23 23 24 25 25 26

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List of Figures and Charts

Page No.

FIGURE Figure 1- Map of India and Jamshedpur

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7

CHART Chart 1 Aware and not aware percentage…………………………………..

16

Chart 2 Customers which are user or not user……………………………

16

Chart 3 Frequencies of uses of different products………………………….

17

Chart 4 Competitors present in the market………………………………….

17

Chart 5 Influencing factor for the user and non-user……………………….

18

Chart 6 Promotional awareness about the product…………………………

18

Chart 7 Suggestions given by the customers………………………………

19

Chart 8 Frequency of purchasing tools……………………………………...

19

Chart 9 Quantity of purchasing tools…………………………………………

20

Chart 10 Age group of customer……………………………………………

20

Chart 11 Customers contacted …………………………………………….

21

Chart 12 Distribution of the customer………………………………………

21

Chart 13 Customers of the products…………………………………………

22

Dealer's Chart14 Sales of Tata Agrico………………………………………………. Chart 15 Commercial effect on sales……………………………………….. Chart 16 Media for advertisement………………………………………… Chart 17 Tata Agrico brand………………………………………………… Chart 18 Reason for success…………………………………………………. Chart 19 Reason for unsuccessful…………………………………………… Chart 20 Competitor…………………………………………………………

22 23 23 24 24 25 26

Executive Summary It was my great pleasure, to work on this project and to know, the Sales of TATA AGRICO Products in Jamshedpur city. The Project gave me immense learning experience and exposure to know:Xavier Institute – XIDAS, Jabalpur, Madhya Pradesh

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•

Sales of the products,

•

Ways to increase the sales,

•

Customers and Dealers problem and how to satisfy them,

•

Market dynamics of agriculture implement industry.

It is no wonder that in today’s aggressive business environment, the challenges of sustaining in these competitive surroundings, preoccupies the minds of many Business leaders. Corporate customers and individual customers have many options to choose commodities from competitive market. Furthermore, they often perceive that what they are purchasing is, for all practical purposes, a commodity that can be easily obtained from other companies, if need be. So, how does a corporation distinguish itself in a highly commoditized and competitive market? Today’s business is more dependent, than ever before, on their top performing product to be innovate and provide services that differentiate a company from its fierce competitors. In other words, corporations rely upon their product and human assets to survive and thrive. TATA Steel is the leading manufacturer of agricultural implements, catering to the needs of the country since 1925. The company has become a pioneer in the field of manufacturing superior quality of agricultural implements and tools. Manufactured with world class technological expertise, these implements are stronger and long lasting than any other ordinary agricultural implements. The average number of products supplied yearly is about 50-55 lakhs. It was revealed that our country needs various agricultural implements and hand tools, approximately 300 lakhs per year. The small players as well as some percentage of import products meet the short falls on the consumption. However, Tata Agrico feels that customer insight remained an area of improvement. Hence the following project is taken up with an expectation that it will help Tata Agrico officials to plan their product promotion activities more effectively keeping in mind the needs of end users. To begin with the project, firstly, the researcher made an area study of Jamshedpur region. Then the researcher met dealers and various customers of Tata Agrico in respective areas the city. After studying the market it can be said that there is tough competition between Tata-Agrico products and other local agricultural implements available at lower costs. At the end some

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suggestions have been given to improve the sales of Tata Agrico Products in agricultural implement market and boost the market share.

Chapter - 1: Introduction 1.1 Background Sales are the final activity involved in marketing of products or services in return for money or other compensation. It is an act of completion of a commercial activity. A sale is completed by the seller, the owner of the goods. It starts with consent (or agreement) to an acquisition or appropriation or request followed by the passing of title (property or ownership) in the item and the application and due settlement of a price, the obligation for which arises due Xavier Institute – XIDAS, Jabalpur, Madhya Pradesh

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to the seller's requirement to pass ownership, being a price the seller is happy to part with ownership of or any claim upon the item. The purchaser, though a party to the sale does not execute the sale, only the seller does that. To be precise the sale completes prior to the payment and gives rise to the obligation of payment. If the seller completes the first two above stages (consent and passing ownership) of the sale prior to settlement of the price the sale is still valid and gives rise to an obligation to pay.

1.2 Need of the study The purpose of this study was to know the facts about other competitors of Tata Agrico in agriculture implement. Tata Agrico products are the leading and demanded products by customers but today numbers of other competitors have made the environment tough far Tata Agrico products. There were other reasons too to know and analyses the response of customers and in awareness which in turn can increase the sales of TATA Agrico product.

1.3 Objective of the study The summer internship of seven weeks at Tata Steel was with the purpose of unearthing a few facts about the TATA AGRICO. This was done to find the ground level reality associated with TATA AGRICO and impact of branding the product. The main objectives are:1. Whether the branding of the products has affected its sale in the market? 2. What are the main determinants effecting the buying decision process of the customer? 3. Who all are the market challengers and followers and what are the strategies being implemented by them to gain market share? 4. To ascertain the level of brand awareness and the quality provide by various brands

among different customer groups? 5. What will be scope of branded product like billet and sheets in near future?

1.4

Chapterization

First Chapter gives an overview of the company and the blue print of research report, including chapterization and need of the study.

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Second Chapter includes the research methodology adopted, sampling design, methodology used for data analysis and limitations of the study. Third chapter describes the organization profile including vision and mission of the organization. Fourth chapter is concern with the area profile of Jamshedpur region and also describes the physical and geographical boundaries of the region under study. Fifth chapter provides detail from the respondent, analyses using graphs and charts and finding. Sixth chapter includes the summary and conclusion based on the survey . Seventh chapter provides the references used during the project.

Chapter-2: Market Research Methodology 2.1 Research Objectives 1. To study customers perception about Tata Agrico products. 2. To identify the factors that influence the buyers to buy and non- buyers not to buy the

Tata Agrico products. 3. To examine the effectiveness of various promotional activities on sales. 4. To study dealers perception about Tata Agrico products.

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2.2 Methodology Sources of data •

The data is basically primary in nature.

•

It is obtained from the dealers and customers (farmers, labourers, contractors, etc).

Method •

Communication approach was basically structured questioning, that is personal interview with the aid of printed questionnaires.

•

To serve the purposes, two separate questionnaires were designed for dealers and the end customers so as to gain the maximum relevant information taking minimum time.

2.3 Sample Size: •

Convenience sampling: it is a convenience sampling suiting the project requirement

•

Customer sample size – 40 and Dealer sample size – 15

Sample Units: Sampling units were personnel from different dealers of Jamshedpur.

2.4 Limitations of Study •

Prejudice of some of the respondents.

•

This being a convenience sample, the analysis may not be a true picture of the target population.

Chapter – 3: Organizational Profile TATA STEEL, formerly known as Tata Iron and Steel Company Ltd (TISCO), the company around which the entire township of Jamshedpur was built, was registered in Bombay (now Mumbai) on August 26, 1907. It had an initial capacity of 160,000 tonnes of pig iron, 100,000 tonnes of ingot steel, 70,000 tonnes of rails, beams and shapes and 20,000 tonnes of bars, hoops and rods. It also had a powerhouse, auxiliary facilities anda laboratory. In 1917, the company increased its steel production capacity to 500,000 tonnes and introduced the Modern Duplex process of making steel. Since then the company has continued to add new units and increase capacity

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3.1 Company Profile TATA Agrico, a division of Tata Steel is the pioneer manufacturer of superior quality agricultural implements in the country. Since 1925 to 2003, it had been the leading manufacturer of agricultural implement. Now these days it has been providing raw material for manufacturing, and take care of marketing. The division’s product mix comprise of •

Shovels,

•

Powrahs,

•

Crowbars,

•

Pick-Axes (Kudalis),

•

Stickles,

•

Hammers, and

•

Garden Tools

These cater to the diverse need of agriculture, horticulture, maintenance of roads, dams, railway –track and collieries, both in India and abroad. The TATA AGRICO was first manufacturer of agricultural implements (Hand tools) in India to achieve ISO 9002 Certification in 1994, which was further upgraded to ISO 9001. This ensures world class systems in its operations. TATA Agrico implements are manufactured in one piece from Tata High Carbon Steel by forging. The skill and knowledge acquired since 1927, modem methods of manufacture such as forging, and heat treatment and strict supervision at every stage of manufacture, guarantee consistently good quality and durability of Agrico products. The high quality of TATA Agrico implements makes them the first choice of Agriculturists, Government Agricultural Departments, The Railways, Defence Services, Collieries and Central and State Government Departments.

3.2 Vision -2012 Value Creation: increase our ROIC to 30% from the current 16%. Safety: Reduce LTIF to 0.4 compared to the current 1.7 Environment: Reduce CO2 emissions to 1-5tons/ton of liquid steel compared to the current 18T/Tls. Employer of choice: Across all industries-top quartile

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TATA steel has outlined its vision for 2012 which entails, among other things, -doubling of returns on investments (ROI) from around 16% at present to 32% by that year. By 2012, the group hopes to be the global steel industry benchmark for value creation and corporate citizenship.

3.3 Mission Consistent with the vision and values of the founder Jamshedji Tata, TATA steel strives to strengthen India’s industrial base through the effective utilization of men and materials. The means envisaged to achieve this are high technology and productivity, consistent with modern management practices. TATA steel recognizes that while honesty and integrity is essential ingredient of a strong and stable enterprise, profitability provides the main spark for economic activity Overall, the company seeks to scale heights of excellence in all that does in an atmosphere free from fear and one which encourages innovativeness and creativity.

Chapter – 4: Area Profile 4.1

Physical

boundaries/

Geographical boundaries Jamshedpur is located at 22.8°N 86.18°E. It has an average elevation of 135 meters (442 ft). Jamshedpur is located in a hilly region, and its terrain is quite uneven. . Jamshedpur occupies about 2.03% of the

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total area of Jharkhand. Total geographical area of Jamshedpur is 230.59 km square. It receives about 1200 mm of rainfall annually. Jamshedpur is the largest city and urban conglomeration in the state of Jharkhand (formerly in the state of Bihar) with a population of 1.1million (as per 2001 census). Jamshedpur is the first well-planned industrial city of India, founded by the late Jamshedji Nusserwanji Tata and ranks 28th among the 35 million-plus cities and is also the 32nd urban agglomeration in India according to the census 2001. Located in the East Singhbhum district of Jharkhand on the Chota Nagpur plateau, it is the district headquarters and is surrounded by the beautiful alma. The rivers Subarnarekha and Kharkai border the North and West of the city, respectively.

Figure 1 – Map of India and Jamshedpur

4.2 Basic demographic profile of the people residing in the area As of 2001 India census, Jamshedpur had a population of 1,134,788 and ranks 28th among the 35 million-plus cities in India according to the census 2001. Males constitute 53% of the population and females 47%. Jamshedpur has an average literacy rate of 82%, higher than the national average of 59.5%. In Jamshedpur, 11% of the population is under 6 years of age. The conversational language is Hindi. However tribal languages like Santhali and Ho are also spoken in some parts of the city. The population is cosmopolitan in nature owing to migration of people from all over the country to work in the numerous industries present in the city. The main religious groups are Bengalis, Biharis, Punjabis, Oriyas, Gujaratis, Marwaris and Muslims apart from the native tribal population. There is a small but significant number of South Indians as well, principally from Andhra Pradesh; Tamil Nadu & Kerala. Major festivals celebrated include Makar Sakranti, Durga Puja, Deepavali, Holi, Christmas, Idul-Fitr and Chhath.

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Chapter – 5: Analysis and Discussion Analysis of Customer Survey Table: 1

yes

Frequency

Percent

32

80.0

1. Awareness of Tata Agrico product

Table and chart-1 depicts that there are 80% of respondents are aware of Tata Agrico products while

No

8

20.0

20% of them are not aware of the products. It is observed that Tata Agrico products are pioneers in field

Total

40

100.0

of agriculture products which are well known by most of the people.

2. Users of the Tata Agrico product Table: 2

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Frequency

Percent Table and chart-2 illustrate that 52% of the

yes

21

52.5

respondents who are the users of Tata Agrico products and 48% of the respondents are non-users. It is

No

19

47.5

Total

40

100.0

because the products of Tata Agrico are unavailable at the time when it was required and also it is observed that its’ price are very high comparative to other local brands which are easily available at low price.

3. Satisfaction level with the Tata Agrico products (For users only) It is observed from table and chart-2 that there are 21 users of Tata Agrico Products who felt that they are satisfied with the Tata Agrico products.

4. Tata Agrico product which are mostly in use Chart-3 shows that there are only 9 respondents who accepted that they use the Tata hoes most and 7 of them responded that they use hammers most whereas there are 19 respondents who expressed that they use none of these Agrico Products in their daily life.

Frequency

Percent

SRG India

24

60.0

Kinger

5

12.5

Hurkut

4

10

Others

7

17.5

Total

40

100.0

Table: 3

5. Competitors of Tata Agrico

Table-3 and chart-4 illustrate that there are 24 respondents

Table and Chart-4

shows that there are

24

respondents who said that SRG India is the toughest competitor of Tata Agrico products according to end customers’ perception. SRG is the local brand which is

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sold at cheaper price. It is observed that because of low price customers are motivated to purchase the local brand of SRG India.

6. Influencing factors in buying the tools Chart-5 depicts the intensity of users how they are influenced by brand, performance, durability and quality which play a major factor in deciding the Tata Agrico products to purchase the products whereas for non-users all these factors do not affect them much. They are unsatisfied because they feel that the products are outsourced from other companies.

6. Promotional activities and various schemes Chart-6 states that there are 76% of end customers who said that they are not aware of any promotional activities done by the Tata Agrico. While only 24% respondents said that they have seen hoardings, banners and other promotional activities at very rare times.

7. Frequency

Percent

Table: 4 Availability

6

15.0

Customers

18

45.0

schemes Price

Suggestions by

the customers to

improve the sales.

According to the table-4 and chart-7 it is observed that there are 45% of respondents who suggested that

16

40.0

“Promotional schemes for customers” are the central factor to improve the sales, whereas 40% of them

Total

40

100.0

said that it is the decrease in price can improve which in turn will improve the sales of the product.

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Frequency

Percent

8. Frequency of purchasing tools

Table: 5

Quarterly Halfyearly Yearly Total

8

20.0

20

50.0

Table-5 and chart-8 illustrate that 50% end customers purchasing tools half-yearly, rest 30% and 20%

12

30.0

40

100.0

purchase yearly and quarterly respectively.

9. Quantity of purchasing tools

Table: 6

Frequency Percent 1-5

28

70.0

customer preferred small quantity to purchase because

6-10

10

25.0

11-15

1

2.5

Table: 7 15>

Total Total

Table-6 and chart-9 depicts that there are 70%

Frequency Percent 1 2.5 4 40

10.0 100.0

16

40.0

14

35.0

6

15.0

40

100.0

they are mostly farmer. Contractor are bulk buyers.

10. Demographics:

Table-7 and chart-10 illustrate different age group of people purchasing implements, among these group 2534 age of end customers mostly are purchaser.

11. Occupation

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Frequency

Percent

Farmers

8

20.0

Labours

8

20.0

Contractors

19

47.5

Gardeners

5

12.5

Total

40

100.0

Table-8 and chart-11 reveals that the majority (47.5%) of Tata Agrico implements purchaser are contractor and farmers, labours, gardeners contribute just 20% or less.

4.2. Analysis of dealer’s survey Chart-12 the number of dealers Numbershows of dealers active in the research areas. There are 40% . of dealers in Jugsalai, in Bistupur 12%, Mango 8%, Sakchi 24%, parsudih 10% and in Burmami 6% who are active in the distribution of the of Tata Agrico products.

2. Customer of the product Chart-13

illustrates

number

of

customers of the products. There are almost 68% of the sales comes from by the contractors, 23% from labours and 9% from farmers’.

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Table: 9

Frequency Percent

3. Percentage of Tata Agrico products in total sales of Dealers

0-25 9

60.0

Table-9 and chart-14 portray that 60% of the respondents said that Tata Agrico has 0-25 percent

25-50 6

40.0

share of the sales in their total sales in a year and 40% said it is between 25-50%.The Agrico product market is limited. The customer only purchase few

Total 15

100.0

product of their product line and also in few quantity which is not enough to make it sale share

more then 25-50%.

4. Awareness of any promotion activity Almost all respondents said that they are not aware of any promotional activity done by Tata Agrico.

5. The effect of promotional activities on Frequency

Table: 10

Percent

sales

Table: 10

Increase in sales

11

73

4

27

15

100.0

No change in sales Total

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Table-10 and chart-15 depict the effect of promotional activities on sales. Thus it was found that there are 73% of the respondents who felt that the promotional activity will increase the sales and only 27% of them stated that it will not affect the sales. It was found that if company works on promotional activities there will be surely tremendous change on the sale.

6 The preferring media for advertisement according to dealers Table: 11

Frequency Percent Newspaper

3

20

Radio

5

33

7

47

Hoarding Total

Table-11 and chart-16 explain that according to dealers promotional activities (advertisement) are done through media and that too hoarding is mostly preferred by customers. There are 47% of the respondents who said that hoarding is the best ways

15

100.0

of advertisement which is mostly observed by people. Hoarding

is

the

most

successful

media

for

promotional activities because customers mostly look at the hoardings . If hoarding put on the choraha of village or semi village it can increase the visibility/ awareness of TATA Agrico product.

7. Tata Agrico as brand

Table: 12

1.

Successful

UnSuccessful Total

Frequency

Percent

13

87

2

13

15

100.0

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Table-12 and chart-17 highlight that Tata Agrico as a brand is most successful, 87% of the respondents felt that Tata Agrico is a successful brand. While the rest 13% of them said that it is unsuccessful as a brand of Tata Agrico.

Table: 13

Brand

Frequency

Percent

6

40

2

13

the reasons for

success of the Tata Agrico products are because of quality which 47% of the respondents accepted

product Quality

successful brand Table-13 and chart-18 state that

name Range of

8. Factor behind the Tata Agrico being a

7

47

whereas 40% of them said that it is because of brand name of Tata and the rest 12% of them felt that it’s due to the product range.

Frequency

Percent

4

28.5

11

71.4

Unsuccessful brand

Table: 14

Promotional Activity Price

Table-14 and chart-19 show the reasons for unsuccessful. There are 73.4% of respondents who said that price is the main cause of being unsuccessful as well 27% of them mentioned that promotional activity is the main reason to be unsuccessful as a brand is negativily. It is observed that the prices of the Tata Agrico products are very high which cannot be easily impact the overall sales of TATA Agrico product.

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9. Toughest competitor to Tata Agrico product Table: 15

Frequency

Percent

SRG

Table-15 and chart-20 depict that SRG India is the

India

9

60

Kinger

2

13

Hurkut

1

7

Others

3

20

toughest competitor of Tata Agrico. There are 60% of respondents who accepted that SRG India is the closest competitor of Tata Agrico.

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Findings During the research process it was found that majority of the customers expressed that the brand of Tata Agrico products are successful but in reality the product brand of Tata Agrico has not influenced enough to the customers for the following reasons.: •

It was found that at the time of their purchase the other brands had dominated much more with better promotional schemes and in affordable as compare to the Tata Agrico products.

•

Unavailability of products of Tata Agrico in normal shop is another reason so they purchase whatever is present at that moment. Improving the distribution channel can positive the impact the sales Tata Agrico product.

Dealers even find the brand to be successful but because of some reasons: • Tata Agrico is not promoting the products.

• Price is very high as compared to the other competitors. • Service provided by the distributors is not good in the Jamshedpur region.

• Dealer’s incentive is very less. As discussed above there are many factors which are taken into consideration while making a decision to purchase the product like: •

Quality

•

Price

•

Brand image

•

Durability and performance

Above these factors are disturbing the sales, but in the case of Tata Agrico they have better concert in all above thing excluding the price, the price of implements is more than the competitor . In competitive market scenario promotional activities is an important part of the management strategic but Tata Agrico is lacking in this activity. They are not engaged as like according to the market demand so it has to work on this.

SWOT Analysis of the company Xavier Institute – XIDAS, Jabalpur, Madhya Pradesh

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Strength •

Best distribution channel in India,

•

2500 retail outlets,

•

Cash business,

•

Wide range of products,

•

Outsource business,

•

Brand loyalty,

•

Quality assurance,

•

Never comprise with quality and weight

Weakness •

Billing problem

•

Delay in goods supply in some region,

•

High price as compared to competitors

Opportunity •

Export in all over country

•

Grabbing African market

•

Increase basket of product

•

Educate customers for best uses of Agrico products

Now these day’s people are becoming more aware as far as brand value is concerned, so it’s a good time to create awareness of Tata brand among them. Threats •

Direct marketing (competitor provide direct marketing facility to dealers )

•

Competitor products are more attractive with good finishing and packaging

•

Competitor product are available at much lower price than Tata Agrico product

•

The biggest threat for Tata Agrico is the tendency of retailers to advocate the customer to switch over to the brand due to lower price of the brand and great margin in them.

Chapter - 6: Summary and conclusion From the field survey it has been assessed that branding has become the most important element of the marketing function in almost all industries. Brand management is the process, by which Xavier Institute – XIDAS, Jabalpur, Madhya Pradesh

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Tata Agrico can outshine its competitors, can create customer loyalty and add corporate value on brand. In the current competitive markets, brands have become to be identified as an intangible asset that can be revenue generating in the long term. Being the oldest player dealing with Agrico products in the market as well as being a business unit of the successfully running Tata group, Tata Agrico has gained brand image in the market. But as the business scenario is changing with inclusion of more number of competitors, Tata Agrico has to upgrade the brand management continuously. It has maintained an appreciable quality of the product, but it has to give more attention on distribution channels, promotions like dealers and customers incentive, advertising, rural marketing and especially on pricing. If Tata Agrico manages its brand image in the market and represents itself as a national brand by fulfilling all the factors that discussed above, it can run its business successfully and thus can be a leading agricultural implement player in market. In order to maintain the quality of the product TATA Steel has signed an agreement with their EPA’S(External Processing Agents), giving them full support to standardize their processes, methodology of inspection, and quality system, by giving them regular training.

Recommendations •

Tata Agrico should initiate its marketing activities across all over India to increase the visibility of Tata Agrico brand.

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•

While delivering its product to customer Tata Agrico can give gifts like pen, key rings, diaries, letter- pad etc with the name Tata Agrico engraved on it to promote customer loyalty.

•

Launch lucrative and incentives scheme which can motivate dealers.

•

Educate the customers about the genuine Tata Agrico product through product communication campaign.

•

Protect the brand and differentiate it from spurious product.

•

Concentrate on rural marketing through wall painting and hoarding.

•

Create awareness about the brand across the country through regional advertisements in agricultural programmes through Radio, TV, and Newspapers.

•

Tata Agrico should work for a new restructuring process by which it can keep itself very competitive in the market. The company should arrange its manufacturing units across India to decrease its transport costs so that it can bring down its total manufacturing costs easily and can tap Indian market efficiently.

References Information’s were collected from internet site, books and library for primary data collection.

Books •

Philip Kotler & Kevin Lane Keller, (2009), Marketing Management (13th Edition), PHI Learning private Limited, New Delhi.

Xavier Institute – XIDAS, Jabalpur, Madhya Pradesh

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•

C R Kothari, (2004), Research Methodology, (Second edition), New Age International Publisher Limited, New Delhi.

•

Donald R Cooper, (2003), Business Research methods, (Sixth edition),pub.place

Internet site •

< http://www.tatasteel.com/company/default.asp>, Retrieved on 28/6/2009,7:00

P.M •

, Retrieved on 3/07/2009,6:00 P.M

, Retrieved on 4/07/2009,7:00 P.M •

, Retrieved on 7/07/2009,2:00 P.M

Library •

Shavak Nanavati Technical Institute (SNTI) Library

•

Tata Management Development Centre (TMDC) Library

Annexure I. Questionnaires for customer’s perception about agricultural tools Title of study: - Detail Market Study of Sales of TATA AGRICO Product in JAMSHEDPUR. Customer’s name:

Occupation:

Address: Xavier Institute – XIDAS, Jabalpur, Madhya Pradesh

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1) Which agricultural tools you are using? Hoes

Shovels

Pick-axes

Hammers

Sickles

Crowbars

Garden Tools 2). Are you aware of Tata Agrico products?  Yes  No 3) Are you a user of Tata Agrico product?  Yes  No (If no then go to Q.No.11.) 4) In Tata Agrico brand which sub-brand do you use? Tata Hoes Tata Pick-axes Tata Sickles Tata Garden Tools

Tata Shovels Tata Hammers Tata Crowbars

5) What do you think is the toughest competitor to Tata Agrico?  SRG group  Kinger  Hurkut  Any other Please specify why? ......................................... 6) Are you satisfied with the Tata agrico products?  Yes  No If No, why? ............................................ 7) What influence your decision while buying Tata Agrico Product? Brand image

Reliability

Durability

Quality

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Appearance

Price

Any other? Please specify…………………………….. 8) Have you seen any promotional campaign of Tata Agrico?  Yes  No If yes which one you have seen mostly?  TV advertisement  Outdoor hoardings  Road show  Media interview  Any other? Please specify…………. 9) Do the various schemes associated with Tata Agrico affect your purchase?  Yes  No 10) Would you suggest any changes for Tata Agrico product in the following field?  Availability  Style of packaging  More schemes to be associated with the brand  Pricing  Quality  Any other? Please specify ……………………. 11)

Why not Tata Agrico?  Price  Quality  Packaging  Fewer schemes as compared to other brand  Any other, please specify? ...................................

12) Which Brand do you prefer to buy?  SRG Group  Kinger Group  Hurkut Group  Any Other? Please Specify? ................................. Xavier Institute – XIDAS, Jabalpur, Madhya Pradesh

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13) What influence you to buy your preferred brand? Your colleague Price Self-experience

Advertisement Quality Any Other? Please Specify……………………..

14) If your preferred Brand is not available then you go for…..  First choice ……………………………  Second choice ………………………... 15)

How frequently are you purchasing these tools?  Monthly  Quarterly  Half-yearly  Yearly.

16). what is the quantity of purchasing at a single time?  (1-5)  (6-10)  (11-15)  More than 15. 17) Most preferred brand among people you know?  SRG group  Hurkut Group  Kinger Group  Tata Agrico  Any Other? Please Specify…………………. 18) Do you agree with the punch line of Tata Agrico – A Bond of Trust?

II.Questionnaires for Dealer’s perception about agricultural tools Title of study: - Detail Market Study of Sales of TATA AGRICO Product in JAMSHEDPUR. Shop’s name: Dealer’s name: Address: 1. Relationship with company since…………year.

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2. Purchase monthly/half yearly/yearly 3.

Sales

turnover

(Rs):

monthly…………….

/

half

yearly……………/

yearly………………. 4. Which of the following TATA AGRICO products do you have? a. Sickles b. Hoes (Powrah) - West India, East India, others……….. c. Crowbars-

(22 mm , 25 mm , 29 mm, 32 mm )

d. Shovels-

(Square Nose No. 4, Square Nose No. 6, Round Nose No. 4)

e. Pick-Axes(Kudalis)- (14 CP/DP, 13 CP, 12 CP, 11 CP) f. Hammers-

(Double-Face ,Sledge Hammers)

g. Garden tools h. Khurpa i. Tiller shoe j. Steel files k. Bill hook 5. In which season, which product sales the more? …………………….. 6. How do you purchase these products? a. By company directly b. By distribution channel c. Other 7. Name of the distributor? …………………………………………………… 8. Are you satisfied from current distribution services or behavior? a. _____ Yes _____ No 1. If not then what you want?

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2. What is customer’s primary reason for buying or wanting to use TATA AGRICO product? ____ Price ____ quality____ brand ____ qult.&brand ____ guarantee ____ other 3. What improvements can company make to their offering to better meet customer needs? 4. Do you face any demand & supply shortage problem? _____ Yes _____ No 5. In which product you find the most defects? ………………………………………….. 6. Do/did you face any difficulties in replacing the defective goods/product? 7. Do you want any showroom /Depo of TATA Agrico products? 8. Do you require any promotional activity of TATA Agrico? 9. Which companies pose the greatest threat? 10. How do they differentiate themselves? 11. Do you believe that our competitors’ prices are high? _____ Yes _____ No 12. Are there any other services you would like to have offered?

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