Marketing Strategies of Mahindra Tractors
Short Description
Download Marketing Strategies of Mahindra Tractors...
Description
MARKETING STRATEGIES OF MAHINDRA TRACTORS
CONTENTS Page No EXECUTIVE SUMMARY
2-4
Profile
CHAPTER: - I
5-23
Overview of the Mahindra Company. Profile of Mahindra Company. Profile of Basava motors. CHAPTER:- II
Theoretical Framework
24-36
Advertising strategies. Sales promotion tools. Sales trends. Models of the Mahindra tractors. CHAPTER: -
III
Data analysis
37-53
Data interpretation & analysis. CHAPTER: -
Findings, Suggestions & conclusion IV
54-57
Annexure Bibliography 58-63
Questionnaire
1
MARKETING STRATEGIES OF MAHINDRA TRACTORS
EXECUTIVE SUMMARY Introduction: A success of the firm largely depends upon how effectively and it serves the existing and prospective customers. Because it is only the sales which bring revenue to the firm the management of the firm can be efficient when there will be proper planning and control the present and future actions of the firm. In the present competitive scenario it is very essential to predict the needs of the customers in hand and see to it that no stone is left unturned. Customer satisfaction is the main things, which contribute to expansion and progress in any business. Study of customer‟s attitude towards the product in hand is also one of the main things which contribute to the decision whether the path selected to progress and create healthy business relationship.
Need for the Study:This study is an attempt to recognize which type of marketing strategies adopted by the company. How they brought their product into the market. And how they increased their costumer attitudes, customer preference, sales & brand awareness in their region
Objectives of the study:1) To know the marketing strategies of Mahindra tractors adopted by the corporation around the Sindhanur. 2) To known the awareness of brand around the Sindhanur. 3) To known the customer response towards the John Deere tractors. 4) To known the problems faced by the customer.
2
MARKETING STRATEGIES OF MAHINDRA TRACTORS
Research methodology:The data and information needed for the study has been collected from both primary and secondary sources. The primary sources used for collection of information are questionnaire, personal interviews with the customer of the Mahindra tractors and official interviews in the corporation. In addition to this the information is also collected from secondary source through the net.
Research design:In the study on attempt is made to evaluate the preface of the company‟s approach the sales persons about their marketing strategies like advertisement, sales promotion tools etc. these are making to create a awareness of brand in their region of sales.
I. Data collection:For this study the primary and the secondary data were collected from conducting survey on that region. The following shows how I collected the primary as well as secondary data.
A. Primary data:The primary data was obtained through market survey, by personal interview and questionnaire method at Sindhanur region.
B. Secondary data:The secondary data is collected from the company as well as through some websites (www.mahindra.com)
3
MARKETING STRATEGIES OF MAHINDRA TRACTORS
Findings of the study: According to survey, it was clear that the availability of spare parts was very easy. Out of 50 respondents it can be seen that 36% i.e. 18 respondents‟ purchases tractors by wall painting, and 4% .among 54 % of the respondents were purchased from others. The 02 & 03 respondents by T.V. Adds and magazines. Out of respondents we find that 54%, which of 27 respondents are in a income group of Rs. 71000 to Rs. 100000 and 12%Which are respondents are in an income level of Rs. 41000 to Rs.71000. Out of 50 respondents it was found that 30 respondents are influenced by company showroom during purchase, company sales man and rest of others by advertising friends/ relatives, etc influence 20 respondents. Among 100% of respondents 52% of customers were satisfied with the vehicle performance.
Suggestions:
M&M Company needs additional sales promotional activities like organizing exhibitions, fairs issuing catalogues and broaches, display and demonstration, contests etc.
Company should give advertisement in magazines and news papers to make them aware and to attract customers
Dealer should attract customers by giving special reduction in prices at the time of festivals
Conclusion:After doing my in-plant project in Mahindra & Mahindra tractors I come to know that how marketing strategies help to boost the sales, how and when they applied and executed.
Limitation of the study:1. The study was restricted to the surrounding areas of the Sindhanoor only. Therefore the result of the study cannot be generalized to other parts of the country. 2. Due to time constraints, the extensive research could not be undertaken. Therefore the sample size was restricted to 50 customers only. 3. Analysis of data collected from questionnaire was done on the assumption. It is a relevant data. 4. Preferences & response of the customers would change over a period of time.
4
MARKETING STRATEGIES OF MAHINDRA TRACTORS
Chapter-I Company profile Overview of the Mahindra Company. Profile of the Mahindra Company. Profile of Basava motors.
5
MARKETING STRATEGIES OF MAHINDRA TRACTORS
Company profile
I. HISTORY OF THE COMPANY:Mahindra and Mahindra Limited is the flagship company of the Mahindra group, which has been a significant presence in key sectors of the Indian economy. A consistently high performance, M&M has been ranked among the top private sector companies in the country for several years. Mahindra brothers (R.K. Mahindra & S.K Mahindra) make general purpose utility vehicles for Indian market started the company way back in 1945, the was setup at Nasik. The first four wheeler of their company was Willys Jeep with petrol version engine. This engine was manufactured at France.
But after 1965 they started to produce their own engines DI & DP.
DI--------->Direct Injection--------->Which can be started without battery.
DP--------->Diesel Peugeot
M&M soon branched out into manufacturing agricultural tractors and light commercial vehicles; the company later expended its operation from automobile and tractors to secure a significant presence in many more important sectors. Two plants were set up at Khandiveli and Zahirabad Khandiveli and Nasik plant used to manufacture feeps, utility vehicles and engines. At Zahirabad plant LCV‟S (Light Commercial Vehicles) were manufactured. FJ mini bus and goods vehicle with capacity of 2.5 ton and 4 tons were manufactured at this plant. This was the first diversification of M&M from jeeps to LCV‟S.
They soon diversified towards Mahindra tractors. It was tilejiont venture with International Harvester Company, USA. An organizational restricting exercise in 1994 arising from a business process re-engineering program resulted in core activities of manufacturing utility and light commercial vehicle and agricultural tractors remaining with the Flagship Company.
6
MARKETING STRATEGIES OF MAHINDRA TRACTORS
All other activities spun off into separate entities and organized under business groups, each headed by a president. These groups are in the areas of hospitability, trade and financial services, automatic components, information technology, telecom and infrastructure development.
They have diversified into financial service; Kotak Mahindra was the collaboration with Kotak. It was started 5 years back & another by name MMFSL (Mahindra &Mahindra Financial Services Ltd.) were formed in order to serve public to purchase four wheelers through installments and financial schemes.
Today M&M has two main operating divisions:-
The automotive division manufactures utility and light commercial vehicles. The farm equipment division makes agricultural tractors and other farm equipments. M&M employees more than 25000 peoples and has 6 states of an art manufacturing facilities spread over 500000 sq. meters, it has over 30 sales offices supported by a network of over 500 dealers, 500 authorized service points and 600 stock points across the country, this network is connected to company‟s plants by an extensive IT infrastructure. M&M outstanding manufacturing and engineering skills allow it to constantly innovate and new products for the Indian market. Proof of this expertise is the launch of Bolero, a new generation utility vehicle and tile Arjun, a sophisticated agricultural tractor. The company‟s commitment to technology-driven innovation is reflected in the setting up of the Mahindra research valley, a 100 acre facility that will house, less than one roof, the company‟s engineering research and product development wings. The M&M philosophy of growth is centered on a belief in people. As a result the company has put in place initiatives that seek to reward and retain the best talent in the industry. M&M are also known for its progressive labour management practices. In the community development sphere, the company has implemented several programs that have benefited the people and institutions will its areas of measurements.
7
MARKETING STRATEGIES OF MAHINDRA TRACTORS
Overview of the Mahindra company:The US $6.7 billion Mahindra Group is among the top 10 industrial houses in India. Mahindra is the market leader in multi-utility vehicles in India It made a milestone entry into the passenger car segment with the Logan. Mahindra & Mahindra is
the only
Indian company among the top tractor brands in the world.
The Group has a leading presence in key sectors of the Indian economy, including the financial services, trade, retail and logistics, automotive components, aftermarket, information technology and infrastructure development. Mahindra has recently made an entry in the two-wheeler segment which will see the company emerge as a full-range player with a presence in almost every segment of the automobile industry.
Mahindra's Farm Equipment Sector is the proud recipient of the Japan Quality Medal, the only tractor company worldwide to be bestowed this honor. It also holds the distinction of being the only tractor company worldwide to win the Deming Prize. The US based Reputation Institute recently ranked Mahindra among the top 10 Indian companies in its Global 200: The World's Best Corporate Reputations list.
Mahindra is also one of the few Indian companies to receive an A+ GRI checked rating for its first Sustainability Report for the year 2010-11.
8
MARKETING STRATEGIES OF MAHINDRA TRACTORS
Ranks & ratings of Mahindra company:-
2003
Auto Sector was the proud recipient of the prestigious National Award for R&D 2003 in recognition of its pioneering R&D efforts, which culminated in the indigenously engineered and highly successful vehicle, the Scorpio.
M&M Tractors wins prestigious Deming Prize for excellence in Quality; the first tractor firm in the world to receive the award
M&M Tractors wins prestigious Deming Prize for excellence in Quality; the first tractor firm in the world to receive the award.
2004
Automotive Division‟s International Operations received the regional highest exports trophy 2000-01 from the Engineering Exports Promotion Council.
2005
Mahindra & Mahindra received the highest Governance & Value Creation rating – CRISIL GVC Level –I from CRISIL ratings for its ability to create value for all its stakeholders while adopting sound corporate governance practices.
Mahindra & Mahindra has been rated as the leading Indian company in the Automobile Tractors sector for the ‘Dun & Bradstreet – American Express Corporate Awards 2006’. The Automobile Sector comprises of three categories – Passenger Vehicles, Commercial Vehicles and Tractors.
Mahindra Life spaces were named India‟s fastest growing construction company by Construction World-National Institute of Construction Management & Research (NICMAR) study.
Auto Sector received „Commendation for Significant Achievement in Human Resource‟ from CII (WR).
9
MARKETING STRATEGIES OF MAHINDRA TRACTORS
M&M was successfully certified as compliant with BS: 7799 Part 2:2002 Information Security Management System.
M&M‟s Auto Sector awarded the 2nd prize for Excellence in Supply Chain Management, organized by S.P. Jain Institute of Management & Research, Mumbai.
2006
Forbes has ranked the Mahindra Group in its Top 200 list of the World‟s Most Reputable Companies and in the Top 10 list of Most Reputable Indian companies
Mahindra United adjudged among the top clubs in the world
M&M wins Overdrive Car Maker of the Year Award
2007
The Logan ranks first in the J.D Power Asia Pacific 2007 India Initial Quality StudySM (IQS) in the Entry Mid-size segment with a score of 65 PP10O. Released in December 2007, this study serves as the industry benchmark for new-vehicle quality measured at two to six months of ownership. Overall quality performance is based on both design quality and production quality problems per 100 vehicles (PP100).
Mahindra Logan Diesel ranks first in the TNS Automotive TCS Study in the segmentMidxsize Diesel with exceptional score of 96 as per a study released in December 2007.
Scorpio ranks first in the TNS Automotive TCS Study in the MPV/SUV segment with a segment leading score of 91 (joint first with Innova) as per a study released in December 2007.
Mr. Anand Mahindra has been ranked among the top 15 in the Mint Influencers Index in the publication 'Mint' dated August 28, 2007. The Mint Influencers Index is a monthly, objective measure that tracks 20 high-profile Indian business and policy leaders across the print media.
10
MARKETING STRATEGIES OF MAHINDRA TRACTORS
Mr. Anand Mahindra features in the top 20 in the list of 50 Most Influential Indians in Business Week‟s edition dated August 13, 2007. It goes on to say ".the dapper Harvard Business School-educated Mahindra has positioned his company to compete with India's other automakers, such as Tata‟s thanks to a new venture with Nissan and Renault to make the Logan."
Mahindra & Mahindra is ranked 37th in the B & E Power 100 while it ranks 4th in the Transport Equipment Sector as per the Business & Economy magazine issue dated 28 June 2007. Net profits have been taken as the parameter for these exclusive 100 most profitable companies of India list.
IMRB International ranks Scorpio as an “Olympic brand”. Only 4 wheeler brand to reach this position in the UV segment in India
Mahindra & Mahindra was ranked second in the prestigious Most Trusted Car Company in India in a study conducted by TNS.
Mahindra was ranked 22nd in Business India's annual survey of the country top companies Super 100
Mahindra was ranked 31st in Business Today's annual survey of India's most valuable companies.
11
MARKETING STRATEGIES OF MAHINDRA TRACTORS
II. Profile of the Mahindra company:Mr. Mahindra is the co-founder of the Harvard Business School Association of India, an association dedicated to the promotion of professional management in India. The association has grown substantially over the years.
He is Past President 2003-04 of the Confederation of Indian Industry and has also been President of the Automotive Research Association of India (ARAI). Mr. Mahindra is a Director of the National Stock Exchange of India Limited appointed under the "Public Representatives" category.
He takes a keen interest in matters related to education and apart from being a Trustee of the K.C. Mahindra Education Trust, which provides scholarships to students; he is also on the Board of Governors of the Mahindra United World College of India.
Mr. Mahindra is the Founder Chairman of the Mumbai Festival, which was launched in January 2005. The event was the first comprehensive festival to celebrate the rich cultural diversity of the city.
He is the Co-Chairman of the International Council of the Asia Society, New York and Co-President of The Euro India Centre.
12
MARKETING STRATEGIES OF MAHINDRA TRACTORS
Mr. Mahindra is a Member of the following organizations:-
1. Harvard Business School - Asia-Pacific Advisory Board. 2. Harvard Business School - Member of the Board of Dean's Advisors. 3. Harvard University Asia Centre - Advisory Committee. 4. Harvard Business School - Advisory Council of the Initiative on Corporate Governance. 5. Harvard Business School India Research Centre Society - Founder Member. 6. Asia Business Council. 7. International Enterprise Singapore - 2nd India Advisory Panel. 8. Microsoft India - Advisory Board. 9. National Sports Development Fund (NSDF), Government of India - Council and Executive Committee. 10. The Nehru Centre, Mumbai - Executive Committee. 11. National Council of Applied Economic Research. 12. National Institute of Bank Management, Pune - Governing Board.
13
MARKETING STRATEGIES OF MAHINDRA TRACTORS
BOARD OF DIRECTORS
The Group Management Board comprises the Vice Chairman & Managing Director, Presidents of the Business Sectors as well as heads of certain key corporate functions. The Board provides strategic direction and enterprise leadership, facilitates synergistic and symbiotic relationships and creates a shared vision and value-system, across the various Business Units and Companies that make up the Mahindra Group. The membership of the Group Management Board is as follows:
Anand G. Mahindra Vice Chairman & Managing Director
Bharat Doshi Executive Director & Group Chief Financial Officer (Group CFO)
A.K. Nanda Executive Director 14
MARKETING STRATEGIES OF MAHINDRA TRACTORS
Mr. Anjanikumar Choudhari President - Farm Equipment Sector and Member of the Group Management Board
Rajeev Dubey President (HR, After-Market & Corporate Services) Board & Member of the Group Management Board
Dr. Pawan Goenka President (Automotive Sector) and Member of the Group Management Board
15
MARKETING STRATEGIES OF MAHINDRA TRACTORS
Hemant Luthra President Systech Sector and Member of the Group Management Board
Mr. Raghu Murti President - Trade, Retail and Logistics Sector and Member of the Group Management Board
Mr. Uday Phadke President - Finance, Legal and Financial Services Sector and Member of the Group Management Board
16
MARKETING STRATEGIES OF MAHINDRA TRACTORS
Mr. Ulhas N. Yargop President - ITS Sector and Member of the Group Management Board
III.
DEALER’S PROFILE:-
Shri Basava Motors Managing Director:
Departments
Mr.Shivaraj Patil
:
Sales Section, Service Section & Spare Parts Section
Office staff: Sales Section
: Mr. Sambha Shiva Rao (Accountant). Mr. Ambresh (Sales Manager) Mr. Anand & Mrs. Parvathi (MSS Co-ordinate & Computer Operator) Miss. Pravallika (Sales CRO) Mr.Shekrappa (Salesman) Mr.Khaja (Helper)
Sales Man
: Pranesh, Basavaraj, Nagraj, Shiv kumar, Nageshwar Rao, Ramakrishna .Naresh
17
MARKETING STRATEGIES OF MAHINDRA TRACTORS
Service Section: Mr.Arun kumar (Works Manager) Mr. Maheboob (FLA & Installer) Miss. Veena (Service CRO)
Mechanics
: Dastgeer, Khayum, Shiva & Pasha (Head mechanic) Basha, Iliyaz, Akbar, Yousuf, Sayyed.
Spares Section : Mr. Hemangouda (Cashier & Supervisor) Mr. Govindraj (Helper)
Strength of the Showroom:
Experienced salesman‟s with market knowledge
Well furnished office with different departments
Large spare section with different all type of Mahindra spare parts
Quality service for customer satisfaction
Qualified employees and skilled technicians
They were authorized to sell class parts
Separate workshop with skilled workers with several equipments and different types lathes
18
MARKETING STRATEGIES OF MAHINDRA TRACTORS
Organisation Structure of M/s Shri Basava Motors Managing Director's
Finance Manager
Sales Cashier
Sales Manager
Service Typist
Cashier
Sales Man
Service Manager
Tele Marketer Other Worker
Typist
FLA
CRO
Supervisor
Installer
Mechanics
Helper
19
Water Service
Lathe Operator
Helper
MARKETING STRATEGIES OF MAHINDRA TRACTORS
Financial Institutions Providing Credit Facility in Purchasing Mahindra Tractors:
State Bank of India(SBI)
Mahindra Finance Ltd.
State Bank of Hyderabad(ADB)
Indian Bank
Pragathi Gramina Bank(PGB)
Syndicate Bank
L & T finance
Other Banks
20
MARKETING STRATEGIES OF MAHINDRA TRACTORS
Dealing Procedure of M/s Shri Basava Motors: SHOWROOM SALES
: WHERE CUSTOMERS APPROACH SALES
MANAGER/SHOW ROOM
Sales-mans approach: Where customers make direct contact/ Approach to village customers in field
Through Marketing : Where dealer has to compute with Competitors with different promotional Activities like advertisement demonstration, Display, road show and test drive.
To increase the sales Managing Director (MD) has appointed separate sales force to meet the challenge of competition. This force has spread all over the area of sindhanur, which make direct Contact with the customer, which resulted the greater sales of Mahindra tractor.
21
MARKETING STRATEGIES OF MAHINDRA TRACTORS
SALES TRENDS PERIOD
QUANTITY (IN TRACTORS)
2006-2007 (3-MONTHS)
30
2007-2008
315
2008-2011
280
TOTAL
625
350
315 280
300 250
2006-2007
200
2007-2008
150
2008-2009
100 50
30
0 QUANTITY
22
MARKETING STRATEGIES OF MAHINDRA TRACTORS
Chapter-II Marketing strategies of Mahindra tractors Advertising strategies. Sales promotion tools. Sales trends.
23
MARKETING STRATEGIES OF MAHINDRA TRACTORS
Marketing strategy, Sales Promotion & Selling Process carried out by M/s Basava Motors:Before going to promotion strategy the company must take decisions on the total promotion budget and choice of the promotional tools to be used one of the most difficult marketing decisions facing companies is to work out on how much to spend on promotion.
ADVERTISEMENT TOOLS: Banners and Posters. Printing and calendars. Catalogue advertising. Window display. Pomplents advertising. Construction of circles. Gift bags/ carry bags. Anniversary functions. News Papers. Wall Paintings.
SALES PROMOTION: Good communication system and customer relations service. Gifts to loyal customers. Offering gift with the product (LIVE). Participation in marketing fair in sindhanur. Free service coupon warranty. Fuel check up camp.
24
MARKETING STRATEGIES OF MAHINDRA TRACTORS
SELLING PROCESS:The selling process is an important aspect of ever organization. Sales operations carried by Mahindra tractors. Telephonic Enquiry. Walk in customer. Sales experience. Showroom demonstration. Test drive. Vehicle delivery.
25
MARKETING STRATEGIES OF MAHINDRA TRACTORS
Mahindra Tractor Models:Farm Equipment Sector produces the widest range of tractors and tractor implements to suit the varied needs of farmers‟ world over. Different tractor models cover diversified market segments from 25 HP to 60 HP tractors. Mahindra is recognized as a powerful symbol of productivity and unparalleled performance. It is the market leader and at the help of the Indian Tractors Industry.
Mahindra Sarpanch 265 DI
Engine Specifications: Make and Model
: Mahindra MDI-1785
Horse Power
: 30HP Category
Bore and Stroke
: 88.9 x 96mm
No. of Cylinders Cubic Capacity Rated Speed
26
:3 : 1788cc : 2300 rpm
MARKETING STRATEGIES OF MAHINDRA TRACTORS
Clutch: Heavy duty single dry plate
Transmission: No. Of Gears: 8 forward, 2 reverse with high and low selector lever. Foot operated differential lock is provided as a standard fitment
Cooling System: Water Cooled.
Mahindra 235 DI Airflow
Engine specifications: Make and Model : Mahindra MAC E 1735 Horse Power
: 25 H.P. Categories
Bore and Stroke
: 127 x 137mm
No. of Cylinders
:1
Cubic Capacity
: 1735cc
Rated Speed
27
: 1650 rpm
MARKETING STRATEGIES OF MAHINDRA TRACTORS
Transmission: No. of Gears: 8 forward, 2 reverse with high and low selector lever. Foot operated differential lock is provided as a standard fitment.
Electrical starting and Lighting: 12V Battery, Starter motor, Alternator with built in Regulator, Head Lights, Rear Brake Lights, Parking Lights, Turning Lights, Plough Lamp, Fuse box, Registration Lamp, Tail Lamp and Hazard warning lamp.
Mahindra 245 DI 2pc
Engine Specifications:Make and Model : Mahindra M 1797 Horse Power
: 26 H.P. Categories
Bore and Stroke
: 102 x 110mm
No. of Cylinders
:2
Cubic Category
: 1797cc
Rated Speed
28
: 2000rpm
MARKETING STRATEGIES OF MAHINDRA TRACTORS
Transmission:No. of Gears: 8 forward, 2 reverse with high and low selector lever. Foot operated differential lock is provided as a standard fitment. Optional CRPTO with clutch
Hydraulic System:Independent fully live hydraulic pumps, 2 lever control. CAT II, three point linkage with adjustable outside check chains.
Mahindra Sarpanch 575 DI
Engine Specifications:Make and Model : Mahindra MDI-3000 B Horse Power
: 50 H.P. Categories
Bore and Stroke
: 88.9 x 101.6mm
No. of Cylinders
:4
Cubic Capacity
: 2523cc
Rated Speed
29
: 2600rpm
MARKETING STRATEGIES OF MAHINDRA TRACTORS
Transmission:No. of Gears: 8 forward, 2 reverse with high and low selector lever. Foot operated differential lock is provided as a standard fitment.
Electrical Starting Lighting:12V Battery, Starter motor, Alternator with in-built regulator, Headlamp, Rear Brake Lights, Parking Lights, Turning Lights, Plough Lamp, Registration Lamp.
Other Models: 1. Mahindra -Arjun 445DI
30
MARKETING STRATEGIES OF MAHINDRA TRACTORS
2. Mahindra-Sarpanch 475DI
3.Mahindra-Sarpanch 275DI TU
31
MARKETING STRATEGIES OF MAHINDRA TRACTORS
4.Mahindra-Bhoomiputra 475DI
5.Mahindra-Bhoomiputra 275DI TU
32
MARKETING STRATEGIES OF MAHINDRA TRACTORS
6.Mahindra-Arjun 555DI
7.Mahindra-Sarpanch 595DI (super turbo)
33
MARKETING STRATEGIES OF MAHINDRA TRACTORS
8. Mahindra-Arjun 605DI
9. Mahindra-Bhoomiputra 265DI
34
MARKETING STRATEGIES OF MAHINDRA TRACTORS
Tractors logo:-
35
MARKETING STRATEGIES OF MAHINDRA TRACTORS
Chapter-III Customer attitude & Data analysis
36
MARKETING STRATEGIES OF MAHINDRA TRACTORS
Evaluation of the Study:-
A detailed analysis of the study is necessary and is to be considered in order to compare the actual theory with that practical the variants of which may form the basis for improvements. Keeping this point in view and to fulfill the Evaluation variants of which may form the basis for objectives of the studies an attempt has been made to segment the various respondents on the basis of some aspects collected from them through questionnaire. There are depicted through tables and graphs.
The copy of questionnaire administered is enclosed and the sample size was 50 respondents are enclosed at the end of this project. All the calculations and numerical interpretations are for 100%.
37
MARKETING STRATEGIES OF MAHINDRA TRACTORS
Data Analysis and Interpretation: Table-1
Awareness level in compression of others Brands
Particulars
Mahindr Tafe Swaraj Eicher Escort John a
No. of
Total
Deere
30
03
05
60%
06% 10%
02
02
08
50
04%
04%
16%
100%
respondents Percentage
No. of respopondents
Brand awareness of above table 35 30 25 20 15 10 5 0 Mahindra
Tafe
Swaraj
Eicher
Escort
John Jeera
Brands
Interpretation: Source: - Field survey data The above table shows that among 50 respondents 60% of them are in the group of Mahindra, 06% of them are in group of Tafe, 10% are in the group of Swaraj, 04% of them are in the group of Eicher, 04% of them Escort and L&T is 16%. Therefore we come to know that most of people are aware of Mahindra tractors.
38
MARKETING STRATEGIES OF MAHINDRA TRACTORS
Table-2
Profession of Respondents:
Particulars
No. of Respondents
Percentage
Agriculture
26
52%
Business
08
16%
Others
16
32%
Total
50
100%
Graphical representation of the above table 30 25 20 15 10 5 0 Agriculture
Business
Others
Professions
Interpretation: Source:- Field survey data The field survey clearly in dictatres that the profession of the customer lies an important role on the purchase of tractors. The above table shows that out of 50 respondents, 52% are from as agriclulture, 16% are from business purpose and 32% respondents are from other purpose. As from table many respondent purchased this tractors for their related purpose.
39
MARKETING STRATEGIES OF MAHINDRA TRACTORS
Table-3
Respondents Incomes
Incomes
No. of respondents
Percentage
Below 40000
08
16%
41000-70000
06
12%
71000-100000
27
54%
101000 and above
09
18%
Total
50
100%
No. of respondents
Respondents Income 30 25 20 15 10 5 0 Below 40000
41000-70000
71000-100000
101000 and above
Income
Interpretation: Source: - Field survey data The study clearly states that the income is also an important parameter in purchasing the tractors. It was noticed that among 27 respondents 54% are in the income group of rupees 71000 to 100000, 12% are in below Rs. 41000-70000 and 16% are in below Rs. 40000-income group
.
40
MARKETING STRATEGIES OF MAHINDRA TRACTORS
Table-4
Classification of respondents according to tractors
Influencing in buying the tractors Particulars
No. of respondents
Percentage
Company showroom
30
60%
Advertisement
04
08%
Colleagues
04
08%
Friends
06
12%
Self
04
08%
Relatives
02
04%
Total
50
100%
Graphical representation of the above table 100 90 80 70 60 50 40 Series2 30 Series1 20 10 0
Interpretation: Source:-Field survey data It was found that among 50 respondents 60% of them were in group of company showroom, 8% of them each were in group of colleagues & advertisement, rest of them were friends, self and relatives. Most of the people are buying the tractors in the showroom.
41
MARKETING STRATEGIES OF MAHINDRA TRACTORS
Table-5
Mode of purchase
Particulars
No. of respondents
Percentage
Cash
15
30%
Credit
35
70%
Total
50
100%
Graphical representation of the above table
30 25 20 No. of respondents 15 10 5 0 Mode of purchase
Interpretation: Source: Field survey data It was found that among 50 respondents 70% of them were in the group of credit. All most of all customers are buying the tractors on the basis. And 30% of them were in the group of cash.
42
MARKETING STRATEGIES OF MAHINDRA TRACTORS
Table-6
Source of credit purchase
Particulars
No. of respondents
Percentage
Mahindra finance
19
38%
SBH
09
18%
SBI
04
08%
TGB
05
10%
Others
13
26%
Total
50
100%
Graphical representation of the above table
5
4
13
Mahindra finance SBH
9 SBI 19
TGB Others
Interpretation: Source: - Field survey data It is clear that among 50 respondents 38% of them are in the group of Mahindra finance, 18% of them are in the group of SBH, 08% of them are group of SBI, 10% if them are in the group of TGB and 26% of them are others.
43
MARKETING STRATEGIES OF MAHINDRA TRACTORS
Table-7
Satisfaction with the financier
Particulars
No. of respondents
Percentage
Fully satisfied
28
56%
Partially satisfied
13
26%
Dissatisfied
09
18%
Total
50
100%
Graphical representation of the above table 30 25 20 15 No. of respondents 10 5 0 Fully satisfied
Partially satisfied
Dissatisfied
Satisfaction
Interpretation: Source: - Field survey data The above table explain that among 50 respondents 56% of them are in the group of fully satisfied, 26% of them are in the group of satisfied and 18% of them are in the group of dissatisfied. Highest percentage of consumer is satisfied with the financiers providing the company.
44
MARKETING STRATEGIES OF MAHINDRA TRACTORS
Table-8
Sources of Awareness
Particulars
No. of respondents
Percentage
T.V.Adds
02
04%
Wall painting
18
36%
Magazines
03
06%
Others
27
54%
Total
50
100%
Sources of awareness
T.V.Adds 4%
Others 54%
wall painting 36%
Magazines 6%
Interpretation: Source: Field survey data The field survey clearly shows that among 50 respondents, 54% of them are in the group of others, 36% of them are in group of wall painting, 06% of them are in the group of magazines, 04% of them are in the group of T.V.Adds.
45
MARKETING STRATEGIES OF MAHINDRA TRACTORS
Table-9
Vehicle Performance
Particulars
No. of respondents
Percentage
Excellent
26
52%
Good
08
16%
Average
12
24%
Poor
04
08%
Total
50
100%
No. of respondents
Vehicle Performance 30 25 20 15 10 5 0 Excellent
Good
Average
Poor
Performance
Interpretation: Source: Field survey data It was noticed that among 50 respondents, 52% of them are in the group of excellent and 16% of them are in the group of good, 24% of them are in the group of average, and 8% of them are in the group poor. Most of the consumers are satisfied with the vehicle performance.
46
MARKETING STRATEGIES OF MAHINDRA TRACTORS
Table-10
Purchase of present vehicle
Particulars
No. of respondents
Percentage
Company showroom
38
76%
Friends
08
16%
Relatives
02
04%
Others
02
04%
Total
50
100%
Purchase of present vehicle
Relatives
Others
Friends
Company showroom
Interpretation: Source: Field survey data From the field survey it was explained that among 50 respondents 76% of them are in the group of showroom, 16% of them are in the group of friends and rest of the members are in the group of relatives and others. Most of the consumers are purchased the present vehicle in the showroom.
47
MARKETING STRATEGIES OF MAHINDRA TRACTORS
Table-11 Particulars
No. of
The life of the tractors Below Since 1
Since 2
Above 2
Total
1 year
year
year
years
15
18
07
10
50
30
36
14
20
100
respondents Percentage
The life of the tractors
No. of respondents
20 18 16 14 12 10 8 6 4 2 0 Below 1 year
Since 1 year
Since 2 year
Above 2 year
Life
Interpretation: Source: Field survey data The above table shows that 50 respondents, 36% of them are in the group of below 1 year, 20% of them are in the group of above 2 year and 14% of them are in the group of since 2 year. Most of the consumers are using the vehicle since 1 year.
48
MARKETING STRATEGIES OF MAHINDRA TRACTORS
Table-12
after sales and service
Particulars
No. of respondents
Percentage
Excellent
30
60%
Good
08
16%
Average
06
12%
Poor
06
12%
Total
50
100%
35 30 25 20 15 10 5 0
70% 60% 50% 40% 30% 20% 10% 0% Excellent
Good
Average
satisfaction after sales and services
Poor
Percentage of respondents
No. of respondents
Graphical representation of the above table
Interpretation: Source: Field survey data It was noticed that 50 respondents, 60% of them are in the group of excellent, 16% are in the group of good, 12% of them are in the group of average and 12% of them in the group of poor. Most of the peoples are satisfied with the after sales and services.
49
MARKETING STRATEGIES OF MAHINDRA TRACTORS
Table-13
Suggest the vehicle to others
Particulars
No. of respondents
Percentage
Yes
36
72%
No
14
28%
Total
50
100%
Suggest the vehicle to others
40 36 No. of respondents
30
14
20 10
72% Yes
28% No
0
Suggesation
Interpretation: Source: Field survey data It can be seen that from the above table, among 50 respondents, 72%of them are in the group of YES and 28% of them are in the group of NO due to this we can tell the most of the consumers will suggest others to buy the Mahindra tractors.
50
MARKETING STRATEGIES OF MAHINDRA TRACTORS
Table-14 Satisfaction of the consumers with the Mileage of Mahindra Tractors Particulars
No. of respondents
Percentage
Very satisfied
16
32%
Satisfied
31
62%
Dissatisfied
03
06%
Total
50
100%
Satisfaction of the customers with the mileage of the Mahindra tractors
40 30 No. of respondents 20 10 0 Very satisfied
Satisfied
Dissatisfied
Range of mileage satisfaction
Interpretation: Source: - Field survey data From the above table it is clear that most of the customers are satisfied with the fuel consumption. But still the company should struggle a lot to satisfy the customer very much in this regard.
51
MARKETING STRATEGIES OF MAHINDRA TRACTORS
Table-15 Response and behavior of the firm staff with respect of Sales and services Particulars
No. of respondents
Percentage
Informative
11
22%
Co-operative
21
42%
Communication
12
24%
Convincing
06
12%
Total
50
100%
Response and behaviour of the firm staff with respect of sales and services 25 No. of respondents
21 20 15 12
11 10
6 5
Convincing
Informative
Communication
Co-operative
Informative
0
Interpretation: Source: Field survey data From the above table it is clear that they are co-operative 42% as followed by communications 24%, information 22%, and convincing as 12%.
52
MARKETING STRATEGIES OF MAHINDRA TRACTORS
Chapter-IV Findings, suggestion & conclusion
53
MARKETING STRATEGIES OF MAHINDRA TRACTORS
Findings of the study:-
The following the derived from the data evaluated and analyzed by survey: According to the survey it was found that Mahindra tractors have a brand loyalty than other tractors, because of its advanced features. Among 50 respondents it was found that 52%, which is of 26 respondents, was aware of Mahindra tractors and like to purchase Mahindra vehicle only because of its good performance. Out of 50 respondents it was found that 62% which of 31 respondents purchase tractors for agricultural purpose, 14% respondents for business and 24% respondents for other purpose therefore we can say agriculture is the main reason for purchasing of tractors. According to survey, it was clear that the availability of spare parts was very easy. Out of 50 respondents it can be seen that 36% i.e. 18 respondents‟ purchases tractors by wall painting, and 4% .among 54 % of the respondents were purchased from others. The 02 & 03 respondents by T.V. Adds and magazines. Out of respondents we find that 54%, which of 27 respondents are in a income group of Rs. 71000 to Rs. 100000 and 12%Which are respondents are in an income level of Rs. 41000 to Rs.71000. Out of 50 respondents it was found that 30 respondents are influenced by company showroom during purchase, company sales man and rest of others by advertising friends/ relatives, etc influence 20 respondents. Among 100% of respondents 52% of customers were satisfied with the vehicle performance. Among 50 respondents 35 are like to purchase vehicle through credit mode and 15 respondents by cash.
54
MARKETING STRATEGIES OF MAHINDRA TRACTORS
Among 50 respondents, 17 are fully satisfied with the dealer‟s services and 9 are satisfied and 9 respondents were not too much satisfied. Cost incurred in maintenance of M&M tractors is reasonable and easily affordable. Compared to the other brand of tractors available in Indian market, study reveals. That M&M tractors have a longer life. M&M tractors are more economical in the matter of fuel consumption. Dealer‟s marketing strategies and sales promotion is good.
55
MARKETING STRATEGIES OF MAHINDRA TRACTORS
Suggestions:-
During the survey the regular customers of Mahindra tractors come out with organizing information and suggestions some of them are listed below:
M&M Company needs additional sales promotional activities like organizing exhibitions, fairs issuing catalogues and broaches, display and demonstration, contests etc.
Company should give advertisement in magazines and news papers to make them aware and to attract customers
Dealer should attract customers by giving special reduction in prices at the time of festivals
Mahindra tractors are restricted only to red color, company need to change especially metallic color.
Dealer/sales manager requires conducting meetings conventions and conferences, and training their sales force by providing sales target, bonus and other incentives.
Dealer should personally take care of customers share of in small number of customers are not satisfied by the response given by the service personnel at the time general check up.
A smaller seat should be provided for better driving comfort and reduction of strain and safety seat belt.
Increase in pulling power should be induced to ensure greater working efficiency.
Sales service and after sales service should increase to the excellent level which will add to the company‟s brand image.
56
MARKETING STRATEGIES OF MAHINDRA TRACTORS
ANNEXURE
Bibliography
57
Questionnaire
MARKETING STRATEGIES OF MAHINDRA TRACTORS
Bibliography Marketing Management
:
Philip Kotler
Marketing Management
:
Pillai and Bhagvathi
MAGAZINE
:
AUTO INDIA
Website
:
58
(www.mahendra.com)
MARKETING STRATEGIES OF MAHINDRA TRACTORS
Questionnaire Dear Sir / Madam, I would be thankful if you can spend a couple of minutes to fill this questionnaire the information is for academic purpose and will be kept confidential.
1. Name
:
2. Age
:
3. Educational Status
:
4. Address
:
5. Occupation
: a) Farmer
6. Annual Income
: a) Below 40000
[]
b) Other
[]
[]
b) 41000-80000
[]
c) 81000-110000
[]
d) 111000 and above
[]
7. Is this your first tractor? a) Yes
[]
b) No [ ]
8. Which mode you want to buy: a) Cash
[]
c) Credit
[]
b) Bank Loan
[]
d) Finance
[]
9What factor influenced you to buy this tractor? a) Friend [ ]
b) Advertising [ ]
c) Relatives
[]
d) Company goodwill [ ]
e) Self
[]
e) Others
[]
10. Motivating factor: a) Price
[]
c) Quality [ ]
59
b) Model d) Good Service
[] [ ] e) Brand
[]
MARKETING STRATEGIES OF MAHINDRA TRACTORS
11. How did you come to know? a) Pomplents
[]
b) TV Adds
c) Wall Painting [ ]
[]
d) Magazines [ ]
12. Purpose of purchasing tractor: a) Agriculture
[]
b) Business
[]
c) Other purposes [ ]
13. If you purchase on credit basis, then which of these below Financial institutions a) SBH
[]
b) ICICI [ ]
c) SBI
[]
d) TBG
e) Mahindra finance
14. Ownership : a) Single
[]
f) others
[]
[]
[]
b) Duel
[]
15. Have you come across any problem in this tractor? a) Yes
[]
b) No
[]
16) Are you satisfied with your financier? a) Yes
[]
b) No
[]
17. Are you satisfied with the after sales and services? a) Excellent c) Average [ ]
[]
b) Good d) Poor[ ]
18. Are you aware of different tractor brands? a) Escort [ ]
b) Tafe [ ]
c) Swaraj [ ]
d) Eicher
60
[]
[]
MARKETING STRATEGIES OF MAHINDRA TRACTORS
19. Sources of awareness: a) News Papers
[]
b) Magazines [ ]
c) TV Adds
[]
d) Others
[]
[]
b) Good
[]
20. Vehicle performance: a) Excellent c) Average
[]
d) Poor
[]
21. About pricing: a) Very high c) Reasonable
[] []
b) High d) Less
[]
[]
22. Since how many years you are using this tractor? a) Below 1 year
[]
b) Since 1 year
[]
c) Since 2 year
[]
d) Above 2 year
[]
23. Would you like recommending this tractor to others? a) Yes
b) No
[]
24. Are you satisfied with the mileage of Mahindra tractors? a) Very satisfied [ ] c) Dissatisfied
b) Satisfied
[]
[]
25. Response and Behaviors of firm‟s staff: a) Information
[]
c) Communicative [ ]
b) Co-operative
[]
d) Convincing [ ]
26. Have satisfied this tractor? a) Yes
61
[]
b) No
[]
MARKETING STRATEGIES OF MAHINDRA TRACTORS
Suggestions: -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------
Signature I sincerely thank you for spending your valuable time for giving me the information.
62
View more...
Comments
