Marketing Strategies of Mahindra Tractors

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


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


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


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


Chapter-I Company profile  Overview of the Mahindra Company.  Profile of the Mahindra Company.  Profile of Basava motors.

5


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


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


 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


 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




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




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


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


 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


 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


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


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


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


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


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


 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


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


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


Chapter-II Marketing strategies of Mahindra tractors  Advertising strategies.  Sales promotion tools.  Sales trends.

23


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


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


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


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


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


Bore and Stroke

: 102 x 110mm

No. of Cylinders

:2

Cubic Category

: 1797cc

Rated Speed

28

: 2000rpm


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


Bore and Stroke

: 88.9 x 101.6mm

No. of Cylinders

:4

Cubic Capacity

: 2523cc

Rated Speed

29

: 2600rpm


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


2. Mahindra-Sarpanch 475DI

3.Mahindra-Sarpanch 275DI TU

31


4.Mahindra-Bhoomiputra 475DI

5.Mahindra-Bhoomiputra 275DI TU

32


6.Mahindra-Arjun 555DI

7.Mahindra-Sarpanch 595DI (super turbo)

33


8. Mahindra-Arjun 605DI

9. Mahindra-Bhoomiputra 265DI

34


Tractors logo:-

35


Chapter-III Customer attitude & Data analysis

36


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


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


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


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


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


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


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%


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


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


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


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


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


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


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


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


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


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


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


Chapter-IV Findings, suggestion & conclusion

53


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


 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


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


ANNEXURE

 Bibliography 

57

Questionnaire


Bibliography Marketing Management

:

Philip Kotler

Marketing Management

:

Pillai and Bhagvathi

MAGAZINE

:

AUTO INDIA

Website

:

58

(www.mahendra.com)


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

[]


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

[]

[]


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

[]


Suggestions: -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

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

62

Marketing Strategies of Mahindra Tractors

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