66064320 Marketing Strategies of Mahindra Tractors

MARKETING STRATEGIES OF MAHINDRA TRACTORS

1

C O N T E N T S

Page No

EXECUTIVE SUMMARY 2-4

CHAPTER: - I Profile 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: - IV Findings,

Suggestions & conclusion 54-57

Annexure

Bibliography 58-63

Questionnaire


2

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.


3

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)

http://www.mahindra.com/


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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.


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Chapter-I

Company profile

Overview of the Mahindra Company.

Profile of the Mahindra Company.

Profile of Basava motors.


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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.


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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.


8

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, after-

market, 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.


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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).


10

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 segment-

Midxsize 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.


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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.


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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.


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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.


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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

http://www.mahindratractor.com/default.aspx?lang=1

http://www.mahindra.com/OurGroup/group_mngt_amahindra.html

http://www.mahindra.com/OurGroup/group_mngt_bharatdoshi.html

http://www.mahindra.com/OurGroup/group_mngt_aknanda.html










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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


http://www.mahindra.com/OurGroup/group_mngt_anjani_choudhari.html

http://www.mahindra.com/OurGroup/group_mngt_rajiv_dube.html

http://www.mahindra.com/OurGroup/group_mngt_pavan_goenka.html










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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


http://www.mahindra.com/OurGroup/group_mngt_hemant_luthra.html

http://www.mahindra.com/OurGroup/group_mngt_raghunath_murti.html

http://www.mahindra.com/OurGroup/group_mngt_uday_phadke.html










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Mr. Ulhas N. Yargop

President - ITS Sector and Member of the Group Management Board

III. DEALER’S PROFILE:-

Shri Basava Motors

Managing Director: Mr.Shivaraj Patil

Departments : 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


http://www.mahindra.com/OurGroup/group_mngt_ulhas_yargop.html


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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


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Organisation Structure of M/s Shri Basava Motors

Cashier Typist

Sales

Cashier Typist

Service

Finance Manager

Sales Man Tele Marketer Other Worker

Sales Manager

FLA CRO

Helper Water Service

Mechanics

Helper

Lathe Operator

Supervisor Installer

Service Manager

Managing Director's


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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


21

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.


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SALES TRENDS

PERIOD QUANTITY

(IN TRACTORS)

2006-2007 (3-MONTHS) 30

2007-2008 315

2008-2011 280

TOTAL 625

0

50

100

150

200

250

300

350

QUANTITY

30

315

280

2006-2007

2007-2008

2008-2009



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Chapter-II

Marketing strategies of Mahindra tractors

Advertising strategies.

Sales promotion tools.

Sales trends.


24

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.


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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.


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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 : 3

Cubic Capacity : 1788cc

Rated Speed : 2300 rpm



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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



Rated Speed : 1650 rpm



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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


Bore and Stroke : 102 x 110mm


Cubic Category : 1797cc

Rated Speed : 2000rpm



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Transmission:-


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


Bore and Stroke : 88.9 x 101.6mm



Rated Speed : 2600rpm



30

Transmission:-


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



31

2. Mahindra-Sarpanch 475DI

3.Mahindra-Sarpanch 275DI TU




32

4.Mahindra-Bhoomiputra 475DI

5.Mahindra-Bhoomiputra 275DI TU




33

6.Mahindra-Arjun 555DI

7.Mahindra-Sarpanch 595DI (super turbo)




34

8. Mahindra-Arjun 605DI

9. Mahindra-Bhoomiputra 265DI




35

Tractors logo:-





36

Chapter-III

Customer attitude & Data analysis


37

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%.


38

Data Analysis and Interpretation:

Table-1 Awareness level in compression of others Brands

Particulars Mahindr

a

Tafe Swaraj Eicher Escort John

Deere

Total

No. of

respondents

30 03 05 02 02 08 50

Percentage 60% 06% 10% 04% 04% 16% 100%

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.

0

5

10

15

20

25

30

35

Mahindra Tafe Swaraj Eicher Escort John Jeera

No

. o

f re

sp

op

on

de

nts

Brands

Brand awareness of above table



39

Table-2 Profession of Respondents:

Particulars No. of Respondents Percentage

Agriculture 26 52%

Business 08 16%

Others 16 32%

Total 50 100%

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.

0

5

10

15

20

25

30

Agriculture Business Others

Professions

Graphical representation of the above table



40

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%

Interpretation:


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

.

0

5

10

15

20

25

30

Below 40000 41000-70000 71000-100000 101000 and above

No

. of

resp

on

den

ts

Income

Respondents Income



41

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%

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.

0

10

20

30

40

50

60

70

80

90

100


Series2

Series1



42

Table-5 Mode of purchase


Cash 15 30%

Credit 35 70%

Total 50 100%

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.

0

5

10

15

20

25

30

No. of respondents

Mode of purchase




43

Table-6 Source of credit purchase


Mahindra finance 19 38%

SBH 09 18%

SBI 04 08%

TGB 05 10%

Others 13 26%

Total 50 100%

Interpretation:


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.

19

9

4 5

13


MahindrafinanceSBH

SBI

TGB

Others



44

Table-7 Satisfaction with the financier


Fully satisfied 28 56%

Partially satisfied 13 26%

Dissatisfied 09 18%

Total 50 100%

Interpretation:


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.

0

5

10

15

20

25

30

Fully satisfied Partially satisfied Dissatisfied

No. of respondents

Satisfaction




45

Table-8 Sources of Awareness


T.V.Adds 02 04%

Wall painting 18 36%

Magazines 03 06%

Others 27 54%

Total 50 100%

Interpretation:


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.

T.V.Adds 4%

wall painting 36%

Magazines 6%

Others 54%

Sources of awareness



46

Table-9 Vehicle Performance


Excellent 26 52%

Good 08 16%

Average 12 24%

Poor 04 08%

Total 50 100%

Interpretation:


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.

0

5

10

15

20

25

30

Excellent Good Average Poor

No

. o

f re

sp

on

de

nts

Performance

Vehicle Performance



47

Table-10 Purchase of present vehicle


Company showroom 38 76%

Friends 08 16%

Relatives 02 04%

Others 02 04%

Total 50 100%

Interpretation:


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.

Company showroom

Friends

Relatives Others

Purchase of present vehicle



48

Table-11 The life of the tractors

Particulars Below

1 year

Since 1

year

Since 2

year

Above 2

years

Total

No. of

respondents

15 18 07 10 50

Percentage 30 36 14 20 100

Interpretation:


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.

02468

101214161820

Below 1 year Since 1 year Since 2 year Above 2 year

No

. o

f re

sp

on

den

ts

Life

The life of the tractors



49

Table-12 after sales and service


Excellent 30 60%

Good 08 16%

Average 06 12%

Poor 06 12%

Total 50 100%

Interpretation:


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.

0%10%20%30%40%50%60%70%

05

101520253035

Excellent Good Average Poor

Pe

rce

nta

ge

of

res

po

nd

en

ts

No

. o

f re

sp

on

de

nts

satisfaction after sales and services




50

Table-13 Suggest the vehicle to others


Yes 36 72%

No 14 28%

Total 50 100%

Interpretation:


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.

Yes

No

0

10

20

30

40

36

72%

14

28%

Suggesation

No. of respondents

Suggest the vehicle to others



51

Table-14 Satisfaction of the consumers with the Mileage of Mahindra

Tractors


Very satisfied 16 32%

Satisfied 31 62%

Dissatisfied 03 06%

Total 50 100%

Interpretation:


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.

0

10

20

30

40

Very satisfied Satisfied Dissatisfied

No. of respondents

Range of mileage satisfaction

Satisfaction of the customers with the mileage of the Mahindra tractors



52

Table-15 Response and behavior of the firm staff with respect of

Sales and services


Informative 11 22%

Co-operative 21 42%

Communication 12 24%

Convincing 06 12%

Total 50 100%

Interpretation:


From the above table it is clear that they are co-operative 42% as

followed by communications 24%, information 22%, and convincing as 12%.

11

21

12

6

0

5

10

15

20

25

Info

rmative

Co

-op

era

tive

Co

mm

unic

ation

Co

nvin

cin

g

No

. o

f re

sp

on

de

nts

Informative

Response and behaviour of the firm staff with respect of sales and services



53

Chapter-IV

Findings, suggestion & conclusion


54

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.


55

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.


56

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.


57

ANNEXURE

Bibliography

Questionnaire


58

Bibliography

Marketing Management : Philip Kotler

Marketing Management : Pillai and Bhagvathi

MAGAZINE : AUTO INDIA

Website : (www.mahendra.com)

http://www.mahendra.com/


59

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 [ ] b) Other [ ]

6. Annual Income : a) Below 40000 [ ]

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 [ ] b) Bank Loan [ ]

c) Credit [ ] 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 [ ] b) Model [ ]

c) Quality [ ] d) Good Service [ ] e) Brand [ ]


60

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 [ ] f) others [ ]

14. Ownership : a) Single [ ] 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 [ ] b) Good [ ]

c) Average [ ] d) Poor [ ]

18. Are you aware of different tractor brands?

a) Escort [ ] b) Tafe [ ]

c) Swaraj [ ] d) Eicher [ ]


61

19. Sources of awareness:

a) News Papers [ ] b) Magazines [ ]

c) TV Adds [ ] d) Others [ ]

20. Vehicle performance:

a) Excellent [ ] b) Good [ ]

c) Average [ ] d) Poor [ ]

21. About pricing:

a) Very high [ ] b) High [ ]

c) Reasonable [ ] 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 [ ] b) Satisfied [ ]

c) Dissatisfied [ ]

25. Response and Behaviors of firm‟s staff:

a) Information [ ] b) Co-operative [ ]

c) Communicative [ ] d) Convincing [ ]

26. Have satisfied this tractor?

a) Yes [ ] b) No [ ]


62

Suggestions:

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Signature

I sincerely thank you for spending your valuable time for giving me the information.

66064320 Marketing Strategies of Mahindra Tractors

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