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Amit Singh, 34007
Manoj Kumar, 34047Shubham Malviya, 34046
Siddhartha Bora, 34047
Suryakant Kumar, 34161
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Vanraj tractor is a mini-tractor of 10 HP,
Idea was conceived by a small farmer.
Mini tractor reduced the working hours of the
farmer. The main purpose of the innovation was to find the
solution to the problems by the bullock in the field.
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Affordable price
Low operating cost
Three wheeler convertability
Gear selection facility Best for inter-culture operations
Low maintainence cost
Useful for material handling in industries, airport,
warehouse,etc.
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Large gross cropped area.
High number of small and marginal farmers.
Increase in irrigated area.
Lack of big players. High potential market
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Conservative estimate of sales and revenue
growth.
Tractor was not only used as an agricultural
equipment but also was a matter of pride for thevillagers.
Small farmers have to take loan from the bank and
have to play the EMI which was not easy as they
have money only at the end of the season
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Indirect competition from assembled tractormanufacturers.
Chinese tractors. Bullocks
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The customer segments that can be identified for
Vanraj are:
Small farmers
Large farmers Horticulture
Business
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Cheaper than large tractors yet handy Maximum utilization of the landholding
Advantage over the bullock
Cheaper maintenance cost Low break even point
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The size of land holding is large. They have greater net disposable income
They have higher need of farm mechanization
They can be targeted by focusing on utility offarm mechanization.
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The three wheel convertibility option is highlyuseful for intercultural operations.
Horticulture operations need small gap whichcan be correctly achieved by small sizetractor
Since this area primarily belongs to the welloff farmers. Hence, we can focus on them.
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There are various businesses which involvematerial handling operations. Variousindustries, airports and municipal co-operations are involved in the material
handling.
There is need of small vehicle which can
move through rough and congested streets.
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Purchasing the tractor is a very high involvementpurchase for farmers. Vanraj would be positioned
as a value for money multi-utility product
especially for Horticulture segment and large
farmers for their specific needs.
Sponsoring village level events and competitions
would attract the attention of the target customers.
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Direct marketing through demonstrations to thetarget audience is the most important promotion
tool. In case of farmers demonstration could be
given in fairs and field trials could be conducted in
villages.
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THANK YOU