SUMMER TRAINING REPORT ON “Promotion of new product Mahindra Yuvraj-215 In Lucknow district” SUBMITTED IN THE PARTIAL FULFILLMENT FOR THE DEGREE OF MASTER 0F BUSINESS ADMINISTRATION BY G.B. TECHNICAL UNIVERSITY SESSION: 2011-2012 Submitted to : Submitted by : Mr. Ravi Karan Singh Azhar siddeeq Asst. Professor Roll No. 1044270033 SBS-CTM, Lucknow MBA III sem Under the guidance of 1
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SUMMER TRAINING REPORT
ON
“Promotion of new product MahindraYuvraj-215 In Lucknow district”
SUBMITTED IN THE PARTIAL FULFILLMENT FOR THE DEGREE OF
MASTER 0F BUSINESS ADMINISTRATION
BY
G.B. TECHNICAL UNIVERSITY
SESSION: 2011-2012
Submitted to: Submitted by:
Mr. Ravi Karan Singh Azhar siddeeq
Asst. Professor Roll No. 1044270033
SBS-CTM, Lucknow MBA III sem
Under the guidance of
Mr. Ashish saraswat
1
Declaration
I hereby declare that this report on “Promotion of new product
Yuvraj-215 In Lucknow district ” has been written and prepared by
me during the academic year 2011-2012.This project was done under the
able guidance and supervision of Ekta mam , Faculty, SBS CTM and
Ashish Saraswat Sir & Aknsha Mam ., Mahindra tractors , Company Ltd.,
Lucknow in partial fulfillment of the requirement for the Master Of Business
Administration Degree course of the SBS CTM.
I also declare that this project is the result of my own effort and has not been
submitted to any other institution for the award of any Degree or Diploma.
Place: Lucknow
Azhar Siddeeq
2
Acknowledgements
If words are considered to be signs of gratitude then let these words convey
the very same
My sincere gratitude to Mahindra & Mahindra co. ltd for providing me with
an opportunity to work with Mahindra tractors and giving necessary
directions on doing this project to the best of my abilities.
I am highly indebted to Akansha mam , Channel development manager of
Mahindra tractor & Ashish saraswat sir Area manager of Mahindra tractor. ,
who has provided me with the necessary information and also for the
support extended out to me in the completion of this report and his valuable
suggestion and comments on bringing out this report in the best way
possible.
I also thankEkta mam, SBS CTM , Lucknow , who has sincerely supported
me with the valuable insights into the completion of this project.
I am grateful to all faculty members of SBS CTM , Lucknow and my friends
who have helped me in the successful completion of this project.
3
Table of contents
Sr. No. Particulars Pages
1 Introduction 6 - 17
1.1 Introduction to the project 7
1.2 Scope of the project 8
1.3 Importance of the study 9
1.4 Objectives of the study 10
1.5 Research Methodology 11-16
1.6 Limitations of the study 17
2 Industrial profile of farm equipment sector
17 - 23
2.1 INDUSTRY SCENARIOS 19
2.2 History of the Tractor 19
2.3 Uses of Tractors 20
2.4 Role of Tractors in Indian Agriculture
21
2.5 The Indian Tractor Market 22-23
3 Company Profile 24 - 46
3.1 Profile of Mahindra & Mahindra Tractors
24-25
3.2 Mahindra Tractor Histories 26-28
3.3 About Mahindra Group 29-42
4
3.4 Product Profile 43-46
4 THEORETICAL FRAMEWORK
47 - 54
4.1 Definition of PROMOTION 48
4.2 COMPONANTS OF
PROMOTION
49
1. ADVERTISING: 49-50
2. SALES PROMOTION: 50-52
3. PERSONAL SELLING: 52
4. DIRECT MARKETING: 53
5. PUBLIC RELATIONS: 54
5 Plans & Actions 55 - 64
6 Data analysis 65 - 82
7 Recommendations & Findings
83 - 84
8 Conclusion 85
9 Bibliography 86
5
CHAPTER – I
Introduction Scope of the projectImportance of the study Objectives of the StudyResearch Methodology Limitations of the Study
INTRODUCTION TO THE PROJECT
6
This chapter explains about the background and states the objectives of the project. The
purpose of the study is to create the awareness of Yuvraj-215 and increase the penetration
of the product in district Lucknow.
Promotion is comprehensive terms, and covers the entire gamut of advertising, publicity,
public relations, personal selling and sales promotion. Sales promotion is thus a part of
promotion and is restricted to direct inducement on a short-term basis services.
The same promotional strategy was applied by Mahindra to promote their products and
boost up its sales. Mahindra performed promotional activities like canopy, live
demonstration displaying the product in Ek Mahindra outlets, testimonial, brusher
distribution & one to one product pitching to mango orchard owners, farm owners,
contractors & traders etc.
In the present competitive world if any business organization has to survive, it needs to
keep an eye on various forces operating in the market. More over competitors constantly
try to win over others. In this scenario, every business organization needs to monitor the
changes taking place in the market so that they are not caught. Market research is an
efficiency tool in the hands of a marketer that helps him to take changes taking place in
the market.
SCOPE OF THE PROJECT
7
The scope of the study is limited only to the Lucknow city.
The main purpose of survey is to create the awareness of Yuvraj215 to
Boost up its sales.
The promotional activity was restricted only for Lucknow.
The activities were carried out only at specified locations.
8
IMPORTANCE OF THE STUDY
This study is important in the sense as we can measure the position of the product after
analyzing the data that we have with us. This study also gives an experience to the
management student who is doing the research, as it is the base of marketing.
9
Objectives of the study
1. To create awareness of Yuvraj 215 and increase the penetration of
Product in Lucknow district.
2. To identify & explore new market for Yuvraj215.
3. To find out the measures to boost up sales.
4. To analyze the awareness among public about the Mahindra
Tractors.
5. To analyze the awareness among the public about Yuvraj 215.
6. To find out the reasons for low sales of Yuvraj215.
7. To conduct promotional activity to boost sales of Mahindra
Yuvraj215.
8. To conduct promotional activity in various places like Cattle
market, Ek Mahindra outlet etc.
9. To increase the prescription rate among the respondents by using promotional
tools.
10
RESEARCH METHODOLOGY
DEFINITION:
Research refers to „a search for knowledge‟. It can be defined as a scientific and
systematic search for pertinent information on a specific topic.
Research comprises defining and redefining problems, formulating hypothesis or
suggested solutions; collecting, organizing and evaluating data; making deduction and
reaching conclusions; and at last carefully testing the conclusions to determine whether
they fit the formulating hypothesis – Clifford Wood.
RESEARCH METHODOLOGY
It is a way to systematically solve the research problem. It may be understood as science
of studying how research is done scientifically. In it we study the various steps that are
generally adopted by the researcher in studying his research problem along with the logic
behind them. In general, methodology is an optional framework within which the facts
are placed so that the meaning may be seen more clearly. The sources of data shown that
designing of a research plan calls for decision on the data sources are research approaches
(primary and secondary data) research instruments (observation survey experiment)
sampling plan and contact methods (personal interviews).
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RESEARCH DESIGN
A research design is the determination and statement of the general research approach or
strategy adopted for the particular project. It is the heart of the planning. If the design
adheres to the research objectives, it will ensure that the client need will be served.
Research design is a plan structured and strategies of investigation. It is the arrangement
of condition and analysis of data in a manner to combine relevance to the research
purpose with economy in procedure.
In order to achieve the objective it was necessary to talk to the customers and
public to draws the conclusions regarding the objective.
For visiting the customers and publics to collect the relevant information; a
questionnaire has to be designed. The questionnaire was designed in such a
manner to achieve the objective of the research.
The sample size taken is 100 customers and publics.
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TYPE OF RESEARCH
In this project, Descriptive Research has been used.
Descriptive Research:
This is kind of research structure which is concerned with describing the characteristics
of the problem. In this way the main purpose of such a research design is to present a
descriptive picture about the marketing problem on the basis of actual facts. For this it is
important to obtain the complete and actual information about the subjects.
NATURE OF RESEARCH
Quantitative type of research has been used. As all the data was based on numerical
figures obtained in the survey.
TYPE OF QUESTIONS
The questions were self-administered, with a view to obtain maximum information from
the respondent that is why the questions were straightforward.
TYPE OF QUESTIONNAIRE
The entire questionnaire was standardized and formalized.
TYPE OF ANALYSIS
As all the data found in the survey is totally numerically so the type of analysis was
statistical.
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SOURCE OF DATA
PRIMARY DATA
The data which is collected fresh and for the first time and thus happen to be the original
one characteristic is called as the primary data.
SECONDARY DATA
The data which is already collected by someone else and which have been passed through
the statistical process is known as the secondary data.
METHODS OF COLLECTING PRIMARY DATA
Interview Method
In this project I have taken the questionnaire method for collecting necessary
information. In this method a questionnaire is given to the person concerned with
question to answers the question and return the questionnaire.
A questionnaire consists of number of question printed in a definite order on a form or a
set of form.
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SELECTION OF THE SAMPLE/SAMPLING PLAN
This is one of the most important steps of a research design procedure. Generally, in
most of the marketing studies on sample or most of the sub group of the total
population pertaining to the subject is included on the place of the universe.
The following things are primarily considered in the sample:-
Sample size
The sample size of the population was 100 respondents.
Sample Population
A survey of people who either own or plan to purchase tractor and on located in
Lucknow city only.
Sample extent
Mohan lalganj Gosai ganjMalihabadMaalBakshi ka talabItaonja
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Sampling Methods
The sampling method for the survey was random sampling. Random sampling suggest
away of sample selection where in any item of the population is likely to be selected
in a sample as any other item it means that all items of the population have equal
probability of being selected in the sample.
SECONDARY DATA COLLECTION
The report mainly consists of a data from the primary source gathered the schedule of
questions. Questionnaire is the formal tool of asking questions directly from
respondents by which questions are asked. Information about the product is taken
from various sources such as websites, newspapers etc
16
Limitations of the Study
Time constraint has prohibited from going deep into the subject.
The information obtained or the collection of data is limited.
The study is purely academic.
Due to time, constraints the study is restrict to Lucknow city only.
Only the customers of Lucknow district were considered as
Respondents.
The survey was conducted in this rural sector of respondents.
The information provided by respondents could be biased.
17
Chapter-2
INDUSTRY SCENARIOSHistory of the TractorUses of TractorsRole of Tractors in Indian AgricultureThe Indian Tractor Market
18
INDUSTRY SCENARIOS
The tractor industry in India has developed over the years to become one of the
largest tractor markets in the world. From just about 50,000 units in early eighties the
size of tractor market in the country has grown up to over 200,000 units. Today
industry comprises of 14 players, including 3 MNCs. The opportunities still are huge
considering the low farm mechanization levels in the country, when compared to
other developed
economies across the world. Key concern for the industry is its dependence on
agricultural income in hands of farmers and the state of monsoon. The key players
are Sonalika, John Deer, Mahindra, New Holland etc.
History of the Tractor
The word tractor was derived from the combining parts of the word tractor and motor
and was first noted in a patent issued in USA in 1890. A self-profiled power unit used
to pull 100 to carry and operate till age cultivation harvesting, machinery to provide
power take of or other, power out let a drive stationary and down implements,
machinery as distinguish from tractor to pro puller steam engine tractors.
Tractor was first used during the 1870's these tractors ‘called tractors engine were
large four wheeled machine driven by steam. They provided enough power to pall as
money as 40 plough they were too awkward to be practical. The first tractors in the
since of powered traction vehicles, grew out of the stationary and portable
steam engine operated on farms in 19 the century and used to hour plows by 1890's.
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Uses of Tractors
Following are the uses of tractor.
1. In the field of agriculture tractor have on important role to play in rising
productivity.
2. Tractor is used in the field of transportation. The fertilizers can be carried to
the field & the produce to the market with the help of tractors. It is also for the
purpose of transportation goods from one place to another.
3. Through the use of tractor farm practices were revolutionized & agriculture
crops were increased per hectare. Mechanized farming becomes possible
through the use of tractors.
4. In stone crushers before the blasting of rocks drilling machines are used to
drill the rocks with the help of tractors.
5. Not only has animal power been displaced & human effort reduced
through the use of tractors.
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Role of Tractors in Indian Agriculture
India has always been heavily dependent on agriculture for its economic growth.
It follows that mechanized farming would increase agriculture output in the
given the huge trucks of land which cultivated are would assume that tractors are
sold in a big way in our country.
Indian agriculture is as old as civilization itself & the Indian farmer has the benefit
of a vast past experience the yield of crops in India are very low when compared
to even some of the south east when compared to even some of the south east
Asian countries.
Agriculture forms the backbone of the Indian economy & despite concerted
industrialization in the last four decades; agriculture occupies a place of pride.
Being the largest industry in India, it is the source of livelihood for over
70% of the national income. Its importance in industrial development in the
supply of raw-materials to leading industries like jute, textile, sugar etc, is very
high.
Agriculture increase national income & it helps in industrial development,
agriculture helps for the promotion of international trade & the development
of agriculture is essential for economic growth, the significance of agriculture in
India arises also from the fact that the development in agriculture is an essential
for the development
of the national economics.
Though the experience of Indian farmer the yields crops in India very low when
compare to other countries. For this reasons are quite obviously mono
cropping & repeated use of land without rest is one problem is the efficient use
of good fertilizers expect domestic fertilizers also primitive & traditional, besides
the wooden plough, hoe,
sickle & other old method of practicing agriculture no any mechanical or other
devices are used.
By mechanization of agriculture, we mean the replacement of animal & human
power by machinery & pouching done by tractors. Sowing & putting of fertilizers
by the drill & reaping & thrashing by the combined harvester & so on. The
21
tractors will so be used in transporting crops to markets. By using tractors, crops
can be easily taken.
The Indian Tractor Market
The Indian tractor industry, dominated since time immemorial by a few
known brands, is in the process of a change. A look at the average growth rate
recorded by the tractor industry point towards a general slowdown. The growth rate
for the eight month period April- November 1996 has dropped to 13% from 16%
recoded during the previous year. Among the 3 Indian majors, Mahindra &
Mahindra Tractor &Farm Equipment (TAFE) & Punjab tractors, only M&M has
recorded a marginal drop in market share.
Overall all of them have witnessed increased sales in terms of volume. As for the
others which include the links of Eicher, HMT, ESCORTS etc., there has been steady
Eros the market share. A begin state policy, which provides the buyer subsidies & soft
loans has seen the tractors become a popular substitute for the LCV as utility
vehicle in rural areas. Due to the general slowdown in the growth rate of the
Economy, the industry expects to slow down. The growth rate in tractor
declined from 18.5% in 1994-95 to 17.3% in 1995-96 & 1996-97 (April-Nov).
But there is one company which has defined this entire ‗slowdown‘pattern & is
growing at a steady pace. The co. is Punjab Tractors Ltd. The market share of Punjab
tractors has increased from 11% to 14.9% in 1996-97 (April- December). It overtook
Eicher in 93-94& Farm Equipment (TAPE).
The future of the tractor industry will see a shakeout of sorts. The small players will
either have to survive. According to experts, ten years from now, the market will
stagnate. If at all there is a market that will grow, it will be one for replacements. Till
then Tractor players will continue to trudge along slowly maintaining a 5-6 percent
growth rate.
Hence the performance of the companies, from the automobile industry that have
featured in this year's top50 reveals that though the industry is in the grip of
recession players with very good fundamentals will always continue to reward the
investors.
The Indian tractor industry sold approximately 2.2 lakh tractors between, April
1996&March 1997. On an average the tractor market gas grown by 6% to 7% each
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year since 1993. When the industry was of around 1.4 lakh tractors in all these years
some of the companies had limited production capacities & the customer had to wait
for most popular models. These problems were more acute in the season & often
aggravated by the Short supply of premium models.
However, since October 1996, a distinct change has been observed in the tractor
market. All tractors models, including the so called premium products, are
readily available in the show room. The main reason for this phenomenon is that
all tractor manufacturers have been gradually increasing their production volume
in the last few years and presently the total production capacity of all the
tractor manufacturers has reached approximately 2.7 lakh units. This will ease the
supply position of tractors and in times to come the customer will not have any
waiting period for a tractor.
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Profile of Mahindra & Mahindra Tractors
Mahindra and Mahindra Limited were incorporated on October 2, 1945 as a
private limited company under the Indian Companies Act of 1913 by two
brothers, Mr. J.C. Mahindra and Mr. K.C. Mahindra. It was converted into a
public limited company on June 15, 1955. Mahindra & Mahindra Ltd, one of the
largest private sector companies in India, is the flagship company of the Mahindra
Group. The company commenced
Operations in 1945 to manufacture General Purpose Utility Vehicles and later on
entered into manufacturing of Tractors and Light Commercial Vehicles (LCVs).
Over the years, the company has expanded its operations from automobiles and
tractors to steel, trading and manufacturing of Ash Handling Plants & Traveling
Water Screens. The company is focused to become a world giant in the tractor
business. It has already made its presence felt in countries in Europe, Latin
America, Africa and United States of America.
Mahindra and Mahindra began operations, with assembly of jeeps imported in
semi knocked down (SKD) condition form wills, USA Mahindra and Mahindra
started manufacturing jeep in collaboration with wily overland corporation and
American motor cooperation (now parts of the Chrysler group) in 1954 and
LCVs in 1965.
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Tractor production started in 1965 in a joint venture company with technical
collaboration of international harvester company Chicago, USA. This company
was merged with M and M in 1977. M and M is originally a principal supplier to
the government for defense and
Other departments. M and M has restructured its operations. While the focus is
an automotive and tractor divisions most of the other business including IT,
Infrastructure and financial services have been hired off into new ventures.
Mr. Anand Mahindra is a member of the class of 1977 Harvard College,
Cambridge; mustache sets form where he graduated manger cum laude (high
honors). In 1981 he secured on MBA from the Harvard business school in Boston
after returning the India he joined Mahindra urine steel company ltd.
In 1989 he was appointed president and deputy-managing director of MUSCO. In
April 1997, he moved over to M and M as the deputy- managing director. In April
1997, he was appointed as the managing director by the board of M and M. Mr.
Mahindra was also the co promoter and is the chairman of total Mahindra
finance ltd. Mr. Mahindra writes frequently on business and general economic
subject is leading business and writes frequently on business and general
economic subject is leading business and Business magazines.
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Mahindra Tractor Histories
From army vehicles to farm tractors to major automobile manufacturing,
Mahindra's relationship with American industry goes back quite a few years.
American GI's who served in India during World War II recognize our
parent company, Mahindra &
Mahindra, which in l945 was selected to assemble the famous Willis Jeep.
Following Indian independence in 1947, Mahindra & Mahindra charted a course
of product expansion and globalization. The philosophy led to the company’s
entrance into the worldwide tractor.
In 1962, M&M formed a joint venture with International Harvester to make
tractors carrying the name Mahindra name-plate for the Indian market.
Armed with engineering, tooling and manufacturing know-how gained from this
relationship, M&M-a major auto maker- developed its first tractor, the B-275.
This successor to International Harvester's incredibly popular B-414 is still the
basis for some current Mahindra models.
26
Mahindra & Mahindra began manufacturing tractors in the early 1960s for the Indian
market. Nearly 50 years later, Mahindra has become one of the top three tractor
companies in the world with annual sales above 150,000 and over 1.6 million tractors
sold to date. Mahindra products are making farms more prosperous in more than forty
countries on six continents. Following the vision of farm-tech prosperity, it has also
expanded into farm-support services, including agri-mechanization solutions under
Mahindra AppliTrac; seeds, crop protection, and market linkages and distribution
through Mahindra ShubhLabh; and agri-support information and counseling through
the Samriddhi Initiative.
Through this network of services, it aims to empower the rural farmer and transform
rural productivity, income, and living standards. It wants to improve farm lifestyles
by making hard work easier, increasing yields, and increasing returns. All Mahindra
tractor brands, ranging from the 15 HP engine to 75 HP, have been designed in close
communication with farmers about their day-to-day tractor usage and farming
practices. Mahindra farm equipment and services provide a comprehensive support
system to help farmers prosper.
Mahindra see a tremendous latent demand for tractors in India. Less than 10 percent
of all farmers own tractors, and 93 million of 116 million farm plots smaller than five
acres. Mahindra’s small, low-cost tractors have the potential to revolutionize these
farmers’ productivity and work experience by mechanizing small farms for the first
time, and their larger tractors help farmers continue to grow. Mahindra has been the
market leader in India for nearly three decades with a market share above 40 percent.
This close relationship to Indian agricultural development has given Mahindra
extensive expertise in designing and manufacturing farm equipment in response to
local conditions, enabling them to enter foreign markets across the world. Today,
Mahindra has footprints in the United States, China, Australia, New Zealand, Africa
(Nigeria, Mali, Chad, Gambia, Angola, Sudan, Ghana, Morocco), Latin America
(Chile, Argentina, Brazil, Venezuela, Central America and the Caribbean), South Asia
(Sri Lanka, Bangladesh, Nepal), the Middle East (Iran, Syria) and Eastern Europe
(Serbia, Turkey, Macedonia). It has a customer base of 1.45 million—and growing.
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About Mahindra Group
Founded in 1945 as a steel trading company, it entered automotive manufacturing in
1947 to bring the iconic Willys Jeep onto Indian roads. Over the years, it has
diversified into many new businesses in order to better meet the needs of its
customers. It follows a unique business model of creating empowered companies that
enjoy the best of entrepreneurial independence and Group-wide synergies. This
principle has led its growth into a US $12.5 billion multinational group with more
than 119,900 employees in over 100 countries across the globe.
Today, its operations span 18 key industries that form the foundation of every modern
economy: aerospace, aftermarket, agribusiness, automotive, components, construction
equipment, consulting services, defense, energy, farm equipment, finance and
insurance, industrial equipment, information technology, leisure and hospitality,
logistics, real estate, retail, and two wheelers.
30
31
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Leadership
The company has always believed that ethics and good governance
coupled with vision and grit are fundamental to being a successful business,
and its leadership team embodies these beliefs.
Keshub Mahindra
Chairman-Mahindra & Mahindra
For over five decades, Keshub Mahindra has enabled Mahindra and its
people to rise. He joined Mahindra & Mahindra in 1947 and became
Chairman in 1963. He continues to be involved with the day-to-day activities
of the company today and has literally been the backbone of the company.
33
Anand Mahindra
Vice chairman& Managing Director –M & M
Anand Mahindra started off at Mahindra in 1981 when he joined Mahindra
Ugine Steel Co (MUSCO), a major producer of specialty steels, as Executive
Assistant to the Finance Director. In 1989, he was appointed President and
Deputy Managing Director of the company.
While at MUSCO, Anand spearheaded Mahindra’s growth and diversification
into new business areas like real estate and hospitality management. In
1991, he was appointed Deputy Managing Director of Mahindra & Mahindra,
the country’s leading producer of tractors and off-road vehicles. He initiated a
comprehensive change program to make the company an efficient and
aggressive competitor in the new liberalized economic environment in India.
In 1997, he was promoted to Managing Director, and in 2003 he also became
Vice Chairman.
34
The group executive board (GEB)
The Group Executive Board (GEB) Made up of people from all segments of industry, the GEB explores synergies between all its businesses to unite its goals and forge strategic plans.
Anita Arjundas CEO – Real Estate Sector and Managing Director, Mahindra Lifespace Developers
prizes, warranties, cross promotion, point of purchase.
Consumer’s promotion is to create Consumer pool for the
brand.
The objective behind the several Consumer promotion
programs of different organizations is:
To generate consumer interest, this should lead to trial.
Increase the rate of purchase.
Generate inquires from the target, consumer group etc.
Trade promotion:
The trade promotions directed to the members of distribution
channel. It includes advertising, Display Allowances. The
Prime objective is to push the product through the marketing,
intermediates and to get them to market the product
aggressively.
Other objectives are:
Encouraging trade to invest built inventory.
Getting trade’s co-operation in production.
51
Business and sales promotion:
It includes trades shows and conventions, contents for sales
promotion representatives and for special advertising.
Although sales promotion tools are highly divers but they all
offer three distinctive benefits:
Communication
Incentive
Invitation.
3. PERSONAL SELLING:
The importance of personal selling is pretty evident as this is
the only marketing activity that directly results into Revenue
earning as its outcome. The simplest definition of personal
selling is-“selling that involves face- to-face interaction
between the sales person and prospective customer.”
There are certain products, which need demonstration or
explanations. Personal selling is most effective in promoting
such products.
Advantages of personal selling:
There is a personal touch and with trained salesman,
the customer can feel important and gives full
52
attention to the product detailing.
Demonstration of the product features and product
working helps in better product awareness and
acceptance by consumers.
Consumer’s queries and apprehensions can be
effectively answered.
Follow–up action and persuasion are possible.
4. DIRECT MARKETING:
The Direct Marketing association defines Direct Marketing as
follows: “Direct Marketing is an interactive marketing system
that uses one or more advertising media to affect a measurable
response and or transaction at any location”. This definition
makes it clear that direct marketing is directly from the
company to the customer and there is no intermediary
(retailer, whole seller etc.) involved in between.
Various forms of direct marketing:
Direct mail
Telemarketing
Email Marketing
Couponing
Direct response television marketing
Direct selling.
53
5. PUBLIC RELATIONS:
Public relations are defined as deserving, acquiring and retaining a favorable reputation
in the market place. Public relations function aims at creating maintaining favorable
public opinion about company’s products, people, policies and plans.
Public relations are defined as “any group that has an actual or potential interest or
impact on company’s ability to achieve its objectives”. The public relations do not
directly help promoting the product but can make product or policy acceptance by the
public easy by generating a favorable image about the company.
PUBLIC RELATIONS IS USEFUL IN
Acceptance of a company’s as a specialist in a product group.
Acceptance of company’s policies regarding its employees, dealers, consumers
etc.
Attracting capital and man-power.
Acceptance of new product and new brand.
Chapter - 5
Target & Task
Basic objective of the project is to create awareness about Yuvraj215 & and increase the penetration of product In Lucknow district.
Profile of Lucknow district:
Lucknow district comprises of 4 tehsil 8 blocks.
Tehsil Block
Lucknow Kakori
Lucknow Sarojninagar
Bakshi ka Talab BKT
Bakshi ka Talab Cinhat
Malihabad Malihabad
Malihabad Mal
Mohanlalganj Gosaiganj
Mohanlalganj Mohanlalganj
Tractor users: Tractor using customers can be broadly classified into farmers, contractors, brick kiln owners, small manufacturers & traders etc
Actions Planned:
Project is planned for 46 days in Lucknow district. For 3 Tehsil specific actions have been planned to achieve the end result.
Places No. of days Allocated Actions Planned-
AwarenessMohanlalganj 15 Awareness creation and
enquiry generation through displaying the product Yuvraj215 in cattle market and weekly Bazaars identified (Ek Mahindra outlets) One to one customer meet
Malihabad 15 Meeting prdhans to identify potential customer for Yuvraj215
One to one product pitching to mango orchard owners
Bakshi ka Talab 10 Product pitching to farm house owners One to one product pitching to Traders through presentation & demo of Yuvraj215
Amausi industrial area , Chinhat & other loacations
6 Visiting various resorts , industries & Mils to explore new market for Yuvraj 215
Our Tasks at a glance
Camping
The basic idea to promote the Yuvraj 215 in rural market is camping at cattle market and
weekly Bazaars identified (Ek Mahindra outlets), because this is one of the best &
cheapest way to promote the product. we performed camping at cattle market ,where
people get together to buy bullock for faming . the selection of the location was best to
promote Yuvraj 215 . when people saw the tractor they got attracted by it’s small size but
it also created a lot of question in their mind.
Commonly asked question by customers
Basic product specification?
Is it suitable for farming?
Does it can really work with Rotavator?
Size of cultivator?
Fuel consumption?
Task of campaigning Performed in Mohanlal Ganj
Date Time Place24 / 6 / 2011 9:30 to 5:30 pm Khajoli (weekly market)26 / 6 / 2011 9:30 to 5:30 pm Telibagh (weekly bazzar)27 / 6 / 2011 9:30 to 5:30 pm Gosaiganj (cattle market)
Task of campaigning Performed in Malihabad
Date Time Place12 / 7 / 2011 9:30 to 5:30 pm Maal14 / 7 / 2011 9:30 to 5:30 pm Malihabad19 / 7 / 2011 9:30 to 5:30 pm Munshiganj
Task of campaigning Performed in Bakhshi ka talab
Date Time Place22 / 7 / 2011 9:30 to 5:30 pm Bkt23 / 7 / 2011 9:30 to 5:30 pm Itaonja28 / 7 / 2011 9:30 to 5:30 pm Ahmadpur Kheda
One to one customer meet
Personal selling is another form of promotional method most commonly used
by salespersons. This form of selling requires personal contact therefore it is usually
carried out through face to face meetings, telephone, video conferencing, etc.
Personal selling has a key advantage over other promotional method as it relies on a
two-way communication. Here the sales person is getting an immediate feedback
from his customer. He is getting the opportunity to clarify his client's doubts or
concerns regarding the product.
A promotional offer on radio or T.V may leave many questions unanswered. A sales
person's common task is to make his potential customers aware of the new product.
Saxena catters Atul singh Aminabad near Rajdhani hotel
9721264513
Khanna tent house Deepak jaiswal
Lal kuan guru govind singh marg
9415795550
Do you own a tractor?
Respondent reviews
Yes 17%
No 83%
Interpretation:
According to the survey 83 %, respondents do not own the tractor while 17 % respondents own the tractor.
If yes, which tractor do you own?
Respondent's Reviews
37%
24%
20%
12%7%
Mahindra
Eicher
Swaraj
Escort
Others
Interpretation:
According to the survey of the project I studied that 37 % of the peoples Own Mahindra Tractors , 24 % of peoples own Eicher ,20 % of peoples own Swaraj , 12 % own Escort & only 7 % of the peoples own others .
How much land do you own?
16%
34%37%
13%
0%
5%
10%
15%
20%
25%
30%
35%
40%
0 - 5 Acres 5 - 10 Acres 10 - 15Acres
15 & Above
Respondent's Reviews
Interpretation:
According to the survey of the project I studied that the 37 % of the respondents
have 10-15 acres of land, 34 % of the respondent have 5-10 acres of land , 16 % of
the respondent have 0 – 5 acres of land & 13 % of the respondent have 15acres &
above of land .
What do you use for farming?
Interpretation:
According to the survey of the project, I studied that 58% of respondent use tractor
on rent for farming, 18% of respondent use bullock, 17 % of respondent use their
own tractor & 7 % use other conventional method
How much cost do you incur on that?
Interpretation:
According to the survey of the project I studied that 34 % of respondent Have to
incur (20 – 40 ) Thousand rupees on farming, 28 % of respondent have to incur (0
– 20 ) thousand rupees,18 % of the respondent have to incur ( 40 – 60 ) thousand
rupees while 9 % of respondent have to spend 60 & more than 60 thousand rupees
Are you planning to buy a new tractor?
Respondent's Reviews
Yes 55%
No 45% YesNo
Interpretation:
According to the survey of the project, I studied that 55 % of respondent would like
to buy a new tractor while others were not interested in buying new tractor
If yes, which tractor would you like to buy?
Respondent's Reviews
Mahindra47%
Eicher22%
Swaraj14%
Escort12%
Other5%
Mahindra
Eicher
Swaraj
Escort
Other
Interpretation:
According to the survey of the project, I studied that 47 % of the respondents said
that they would like to buy Mahindra tractor, 22 % of respondent would like to buy
Eicher,
14% of respondent would like to buy Swaraj, 12 % of respondent say that they
would buy Escort & 5 % of respondent are interested in buying other.
What are the most important attributes you consider while purchasing the tractor?
Interpretation:
According to the survey and the data collected 35% of respondent give the
preference to performance while buying tractor, 28 % give preference to fuel