Date post: | 02-Jul-2015 |
Category: |
Documents |
Upload: | shahanesushil |
View: | 146 times |
Download: | 0 times |
AProject Report
On
“ “SONALIKA INTERNATIONAL TRACTORS LIMITED ” ”
IN THE PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE
AWARD OF DEGREE OFMASTER OF BUSINESS ADMINISTRATION (MBA)
SUBMITTED TO: SUBMITTED BY:
Mr. Surinder Kumar Baldev SinghMBA 1st Semester
Lally Infosys, Regional CenterPunjab Technical University Jalandhar
ACKNOWLEDGEMENT
Management study is incomplete without practical experience. Being an
MBA student, we know that creativity and practical both are essential
element of management to take the successful decision. We take this
opportunity to give our sincere thanks to all those people who extended
their wholehearted co-operation and have helped us in completing this
report successfully.
We also take this opportunity to pay our deep gratitude to SURINDER
KUMAR (CLASS INCHARGE) for her theoretical rigor, constructive
criticism as well as supervision and encouragement throughout which
proved invaluable during our report work.
BALDEV SINGH
PREFACE
In today’s world education plays an important role. Now the education system has
been entirely changed from the past. Higher education has expanded fast, and it is mostly
public in nature. India has the potential to become the largest reservoir in the world.
Compared to the situation that the country inherited from the colonial rulers about half a
century ago, these numbers mark a phenomenal expansion of the system.
The report on quality parameters in higher education in India shows how the
higher education system in India grows. The higher education system in India has
constantly striven to build universities as places of culture and of learning open to all and,
above all, reinforcing the theme of learning throughout life.
INTRODUCTION
About the Company
Government Policy
Advertisement and Sale Policy
Promotion policy
ABOUT PROJECT
Marketing Strategy
Marketing Concept
Sales Organization
REVIEW OF LITERATURE
OBJECTIVES OF THE STUDY
METHOD & PROCEDURE
Research
Sample
Tool
Administration of the tool
ANALYSIS & INTERPRETATION OF DATA
CONCLUSION & SUGGESTIONS
QUESTIONNAIRE
BIBLIOGRAPHY
INTRODUCTION
Agriculture is the backbone of the Indian economy. This sector forms
the largest segment at national level for self employment and also provides
lively hood for countless migrant labourers and remain a vital factor of the
nation. Self sufficient program being relentlessly persuade by each five
year plan.
The agricultural sector having progressed from the ox plough stage is now
greatly dependent on modern technological equipments+ supporting
implements to enable boosting of productions wile saving on time ,
manpower and also cultivation. By large tractors for achieving better, faster
and economical industry today .Every organization, to maximize its profits
adopts a well planned marketing strategy which is analyzed every year.
Group Turnover and Projection
2002-03 2003-04 2004-05 2005-06 2006-07 2007-08
Tractor (Nos.) 396 2770 6211 8773 13496 17002
Agriculture
Machinery
(Nos.)
5000 7500 1200 18000 24000 32000
The sales of the Indofarm tractor went on increasing as it is shown in the
graph. The sales in the year 2003-04 was 2770 it increased to 6211 in
year2004-05 and then in 2005-2006 –recorded sales were 8773 .In the
year 2006-07 the sale increased to 13496 much showing the name and the
better quality ,customer satisfaction . The increased technology of
Indofarm Tractors proved to be the most like tractor for every farmer .the
recorded sales in year 2007-08 was 17002.
ORGANIZATIONAL STRUCTURE
CHAIRMAN
MD
J.M.D Marketing
Production R&D Quality Gear Division Engine DGMDivision Division
Sr. Manager DGM AGM DGM Sr.Manager DGM (R.M)
Manager Sr. Manager Manager AGM Sr.Manager Asst. Manager
Asst. Manager Manager Asst. Manager Deputy Asst. ManagerManager
Deputy TerritoryManager Manager
Asst. Manager Sales &Service
Purchase`
Tractor Consumer Production
R&D
Quality
Gear division
Engine Division
Marketing
Purchase
INDOFARM AWARDED
ISO 9001 AND ISO 12001
IN RECOGNITION OF QUALITY AND STANDARDS
International Tractors Ltd. with Indofarm brand tractors has been certified
as ISO 9001 issued by International Standards Organization. This
certification can be earned those organizations only who can establish and
demonstrate strict compliance of quality systems prescribed under ISO
9001as highest level of certification under which the organizations possess
capabilities in the area of design and, development and in manufacturing
and marketing functions. It is indeed a great honour for the International
Tractors Ltd. to have achieved this 4TH such company in India, which has
received this certification.
The scope of registration covers design, development production and
installation. The registration is a quality mark. Indofarm has also been
certified as ISO 12001 which is another golden feather in Company’s Can
and another stamp of quality.
ISO-CERTIFICATES
ITL has got ISO-9001 quality system certified by ICL
(International Certification Limited).
LICENSING
The liberalization process started in 1991 has brought relief to the tractor
industry, by providing free hand in setting up of additional capacities to the
existing players and allowing new players to set up plants. This has
resulted in entry of few new players who were given to commence their
operations by mid 2008 with their manufacturing base in India.
The tractor implements sector, which is very important for effective usage
of tractors, was reserved for Small Scale Industries (SSI). The sector was
deserved from SSI list in 1998-99 budget so that the implements can be
produced with better design and technology that can help in farm
mechanization. This will help in enhancement of agricultural productivity in
the country.
PRIORITY SECTOR LENDING
Bank lending for acquiring tractors is part of the priority sector lending. Any
change in limits for priority sector lending from the current minimum
requirement of 40% and 32% of the net bank credit for domestic and
foreign banks respectively will effect the demand for tractors as nearly 95%
of the tractor sales is through credit taken from banks.
The loans given, for tractors by banks is refinanced by NABARD under the
head "farm mechanization". This includes power tillers, harvesters,
engines, pumps etc. besides tractors. But, tractor credit constitutes a major
components of the total refinance provided for farm mechanization. The
refinancing policy of NABARD is' laid down on a you basis and the credit
support to tractors is based on the total availability of resources and
agricultural priority in a particular year.
SUPPLIERS
The industry is controlled by six major players. The major players are
Indofarm Tractors,M&F TAFE, Punjab Tractors, Escorts and HMT. The
supply of tractors was in tune with demand leading to a capacity utilization
of above 95% in the second half of eighties and early nineties.
The capacity of tractors industry has increased from 150,300 tractors in
FY92 to 337,000 tractors. The increase in capacity in nineties was brought
about by expansion projects of M&M, PTL and TAFE, which together
accounted for 73% of the expanded capacity of 183, 700 tractors.
In the past few years, the tractor market has moved from sellers market to
a buyers market as competition, from both existing and new manufactures
intensified and fresh capacity was created. This has created a scenario
where dealers have been maintaining higher inventories so as to provide
wider choice and immediate delivery to the farmer.
Tractor prices in India are about a quarter of the similar powered tractors,
in international markets. In the 1990s, the retail prices of the tractors have
Increased at a pace lower than procurement price of major crops like
wheat paddy. For the corresponding period, farmers are also benefited
from improvement in yield per hectare.
The industry entry barriers like high capital cost, extensive rural distribution
network, suitable tractor technology to meet local conditions, brand
awareness and familiarity of technology to local technicians will provide
cushioning to domestic manufacturers fro international majors at least for
the next three years. For example, the capital cost of a Greenfield unit with
capacity of 20,000tractors per annum is about Rs.2.5 bn. This is more than
twice the capital cost of Rs. 6.2 bn for expanding the capacity by 18,000
tractors per annum by Punjab Tractors Ltd.
.
ADVERTISEMENT AND SALES PROMOTION
Advertisement pre-disposals a person favourably for the product / service
idea. Making him to its purchase. Sales promotion takes over at this point.
It makes customer take a favourable purchase discussion by providing one
of another kind direct inducement e.g. discount, price, gift and coupon etc.
mostly advertisement is directly concern with sale. It either inform a pursuit
remind about the product service most of time, it is indirect in its approach
has long term perspective for e.g. building -company image, brand image.
Sales promotion is short term product direct approach to an expert and
imitates response in term of sales. Sales promotion is an important and
adjustment to selling advertisement more frequent and reporting then sales
promotion. Sales promotion is non-recurrent selling effort. These
supplement the advertisement and personal selling display are effective
method of sales promotion.
Objectives of Advertisement
Positioning the company and the product.
Increasing use of the product.
Increasing the no. of order
Finding new customer.
Generating sales leads
Reaching another decision making.
ABOUT PROJECT
This project aims at studying of the marketing habits of the rural people
(farmers) to own tractors (Customer of tractors). It also aims and analyzing
the effect of this media habits on the tractor industry.
MARKETING
Marketing is a social and managerial process by which individuals and
group obtain what they need and want through creating and exchanging
products and value with others. Marketing concept, which provides an
orientation for conducting business of thinking and basic approach to the
business problems. Marketing itself is of course a specific function in the
enterprise as far as finances and accounting but the marketing concept is
a fundamental to the overall rationale and conduct of the enterprise.
Marketing as a management involves several activities including
environmental scanning market opportunity analysis.
Market strategy programming, implementation and control. The
organization mission programming and implementation and control
scanning the Broader environment and identifying analyzing market
opportunity understanding and changing marketing environment and the
organization market in turn, provide a basic for developing effective
marketing strategies. The specified target markets are defined, marketing
objectives delineated for each target market and the numerous marketing
programmes decision made.Together these activities make up a marketing
strategy, which is then implemented and controlled. Marketing is being
applied in all type of manufacturing and non-manufacturing organization.
On the ground that all organization have marketing problems that can be
solved by application of market theory and practice. Marketing is designed
to render to specify benefits to its implement first, marketing place and
great emphasizes on measuring the needs and desires to target market.
Second marketing emphasizes the scientific formulation and handling of
activities involving product development, pricing, communication
distribution etc.
Marketing becomes functionally more important as the country becomes
more industrialized. Since person specializes in.
Marketing becomes functionally more important as the country becomes
more industrialized. Since person specializes in producing a particular item
he does not supply directly to himself with many other goods and services
that he needs to sustain life.
This is the point where marketing functions enters the economic process.
As the production efficiency increases it may also indicate that marketing is
urgently need to find ways efficiently and effectively for distribution and
selling the output.
MARKETING STRATEGY
Marketing strategy defines the broad principals by which the business units
expect to achieve its marketing objective in a target market. It consists of
basic decisions on total marketing expenditure. Marketing mix and
marketing allocation. The development and use of marketing strategy can
be relevant for non profitable organizations as well. For them the objective
may be to increase influence, prestige or popularity. The story of the two
universities outlined in the accompanying box is an example of how
marketing strategy can be used by such organizations.
Marketing management must decide what level of marketing expenditure is
necessary to achieve its marketing objectives. Companies typically
established their marketing budget at some conventional percentage of
sales goals. Companies entering a market try to learn what the market
budget to sales ration is for competitors.
Ultimately the company should be analyze the work required to attain a
given sales volume or market share and then cost out this work, the result
is the required marketing budget.
Marketing mix is one of the key concepts in modern market theory. It is the
set of marketing tool that the firm uses to pursuer its marketing objectives
in the target market. The most popularized four factor classification of
marketing mix tool called the four ps: product, price, place and promotion.
Product Orientation
Sales Orientation
Customer Orientation
Sales Management
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
1
1st Stage
2nd Stage
3rd Stage
4th Stage
STAGES OF MARKETING
CUSTOMER ORIENTATION (MARKETING CONCEPT)
Marketing Concept
Marketing System Customer DualInformation Approach Orientation ObjectiveSystem
Functions Of Sales Management
Following are the general functions of sale management:
1. Sale planning and sale policies.
2. Pricing policies and price fixing.
3. Advertising and sales promotion.
4. Scientific salesmanship, management and control of sales force.
5. Marketing research
6. Planning and control of sales operation and control of sales costs.
7. Selection and management of channels of distribution.
8. Branding, packing and labeling.
9. After sale service, if necessary.
10. Integration and co-ordination of each functions.
MODERN SALES MANAGEMENT TRENDS
The outstanding development in sales management since 1960 are
enumerated as follows :
1. Acceptance of marketing concept i.e. customer needs and wants
given top attention.
2. Recognition of importance of planning, and programming of sales.
3. Greater dependence on marketing research.
4. Emphasis on profit performance and not merely on sales volume.
5. More attention on channel choice and channel relations.
6. Special stress on increasing productivity of sales personnel.
7. Decentralisation of sales management.
8. Improved motivation and relation of salesman.
9. Adaptation of managerial approach in selling or marketing.
SALES ORGANIZATION CHART
General sales manager
Assistant sales manager
I II III IVPublicity Sales Distribution Sales OfficeManager Personnel Manager Manager
Manager
1 2 3 4 5 Advertising Merchandising Storage & Despatch Transportthrough Aids (Sales Packing various media Promotion)
1 2 Orders SalesCorrespondence recordsfilling etc. & statistics
Exhibitions Dealers promotion Consumer promotionand showrooms e.g. display material e.g. sample distributionspecial discount premium offers contentssales contest etc. coupon, gift scheme etc.
Importance of sales organization
A sales organization is like a power station sending out energy which is
devoted to the advertising and selling a particular lines and there is
tremendous loss of energy between the power station and points where it
reaches the great necessity of planning, organizing and controlling all
sales efforts through a sound sales organization to prevent wastage in
distribution.
Basic functions of sales organization
Administrative Operating Staff functionsFunctions Functions Specialist acting
As guides and Advisors
1. Sales policies Recruitment Marketing Research
2. Sales planning Selection Advertising
3. Sales programme Training Sales promotion
4. Evaluation of Routing Merchandising and performance product development
5. Controlling cost Controlling sales analysis
6. Direction and Equipment Dealer relations Motivation
7. Dealer relations Supervising Sales personnel
8. Co-ordination of Evaluating sale Transportation and
9. Sales territories Sale planning and Programming
10. Physical distributionproblems
11. Co-ordinating and
Advertising
Review of literature
The review of literature comprises various studies conducted in the field to
marketing in general and tractor marketing in particular. A few of these
have been reviewed here under.
Brown (1974) said that the good manufacturing companies, which tried to
integrate promotional expenditure and advertising expenditure without
understanding what segments of their market they were affecting, would
continue to Ineffectively allocate and spend their budgets. Money spend on
promotions always yielded higher results for a period extending.
Beyond the length of the promotion.
Kapoor and Singh (1975) conducted a pilot study of the marketing planning
practices of Indian companies it was found the marketing concept had not
only gained recognition but were also being practiced in a sophisticated
manner. Be old and new concepts and techniques of marking were in use
currently for solving their marketing problems.
Godrej (1976) in his article, marketing of consumer durables has
emphasized that consumer durable marketing is a subject that has not
received the attention it deserves. The article focuses at the various
aspects of marketing mix with the respect to consumer pricing, distribution,
personal selling, R & D etc.
Hanan (1976) suggested that large organizations should be learn from
small organization the small business strategy. He emphasized that
marketing consultative selling and constant appraisal of commercial
potential of small business.
Should be of great help in formulating the strategy for large organizations.
Singh (1983) conducted a survey on the marketing practices of tractors
and come to conclusion that vertical. Diversification helped the tractors
manufactures the design the tractor model according to the customer
preferences about the Color, modal and type etc, as also to segments their
market depending on the end use of tractors into two distinct classed
farmers and industry buyers. The manufactures started the low
horsepower tractor to meet the requirement of marginal Farmers and
medium horse power tractors to meet the requirement of medium to large
farmer.
Buckingham (1984) says that the electronic control of diesel fuel injection
has become a hot topic for the tractor Engines and many within the diesel
industry predict it will show up vehicles from tractors to cars. Engineers
manufacturers are currently testing electronic injection systems and
research into such system is going on in the companies and universities.
Kumar and Sweety (1985) in a rural marketing management perspective
survey concludes that, in general.
OBJECTIVES OF STUDY
The purpose of research is to throw the answers to questions through the
application of scientific procedure. The main aim of research is to find out
the truth which is hidden and which has not yet been discovered as yet.
Through each research study has its own specific purpose. We may think
of research objectives as falling into a number of following broad
groupings:
1. To gain familiarity with a phenomenon of marketing strategy or to
achieve new insight into it.
2. To portray accurately the characteristics of a particular individual,
situation or a group.
3. To study the media habits of the people.
4. To study the ad-effectiveness of different media for advertising.
5. To suggest the ways to improve the effectiveness of ITL.
advertisement campaigns and consequently to improve on sales.
6. To study the public view of the effective ad and various medias.
RESEARCH METHODOLOGY
Research Methodology is a way to systematically solve the research
problem. The Research Methodology includes the various method and
techniques for conducting a Research. "Research is the systematic design,
collection, analysis and reporting of data and finding relevant solution to a
specific marketing situation or problem". D. Slesinge and M.Stephenson in
the encyclopedia of Social Sciences define Research as "the manipulation
of things, concepts or symbols to the purpose of generalizing to extend,
correct or verify knowledge, whether that knowledge aids in construction of
theory or in the practice of an art".
Research is, thus, an original contribution to the existing stock of
knowledge making for its advancement. The purpose of Research is to
discover answers to the Questions through the application of scientific
procedures. The project must have a specified framework for collecting
data in an effective manner. Such framework is called "Research Design".
The research process followed by us consists of following steps:
Sample Plan
Sampling can be defined as the section of some part of an aggregate or
totality on the basis which judgment or an inference about aggregate or
totality is made.
Data Collection
Information will be collected from both Primary and Secondary Data.
Primary sources
Primary data are those, which are collected afresh and for the first time,
and thus happen to be original in character. Man collected by conducting
survey through Questionnaire, which include both open ended and close-
ended Questions.
Secondary sources
Secondary Data are those which have already been collected by someone
else and which already had been passed through the statistical process.
The data collected is secondary data through Magazines, Web sites.
Newspaper and Journals.
The Research Method
This project involved study of various media used for advertisement
directly linked with customer. Step in process was preparation of
questionnaire which consists of question of mainly multiple choice and
closed ended with few open ended questions forgetting maximum
information about tractor owner and media ,habits and then the satisfaction
level. The sample size was 50 customers. After the collection of data the
second step was analysis of the data. To drop proper influences. The
sample chosen by the study of farmer from Baddi Villages.
ANALYSIS AND INTERPRETATION OF DATA
Land owned by them
Area No. of respondents Percentage
0 Acres ( Lease )
0-10
10-20
20-30
02
15
20
11
04
30
40
22
Total 50 100
0
5
10
15
20
25
30
35
40
45
0 Acres(Lease)
0-10 20-Oct 20-30
Inference
Land owned by the people with max hold over 20-30 acres were 22 % , 40
% of the people hold 10-20 acres. 30 % of the respondents hold 1 to 10
acres 4 % used the land hired by them.
Owner of tractors
Reponses No. of respondents Percentage
Yes
No
45
5
90
10
Total 50 100
Yes
No
Inference
Out of the same of 50, 90% of the respondents owned the tractor while
10% were not the owner of the tractors.
Responses regarding purchase of tractors in near future by more
who donot own at present.
Response No. of Respondents Percentage
Yes
No
4
1
80
20
Total 5 100
Yes
No
Inference
Out of 5 non-owner of the tractor 4 of them were planning to buy a tractor
while others did not show any response for the purchase of tractors in near
future.
Brands owned or planning to owe.
Brands No. of Respondents Percentage
HMT
ESCORT
TAFE
INDOFARM
FARMTEC
SONALIKA
2
4
5
23
2
9`
4.44
8.9
11.11
51
4.4
20
TOTAL 45 100
Inference
Out of the 45 respondents who owned or who were planning to own a
tractor the max 4.4 % showed the preference for Farm tractors. HMT was
by 4.44 % while 8.9 % preferred Escort tractor. TAFE was owned by 5 %
farmers while 51 % were having Indofarm. Another 20% showed
preference or had Indofarm tractor.
Why? (Reasons for Preference)
Reasons No. of Respondents Percentage
High Potential (Power)
Low Price
Good Quality
30
7
8
66.67
15.55
17.78
Total 45 100
0
10
20
30
40
50
60
70
80
High Potential(Pow er)
Low Price Good Quality
Inference
The highest attribute of the preference was high potential i.e. 66.67%,
15.55% preffered Indofarm of low price and 17.78% of the respondents
preferred Indofarm Tractor because of good quality.
Advertisement awareness of Indofarm tractors
Response No. of Respondents Percentage
Yes
No
44
6
88
12
Total 50 100
Yes
No
Inference
Out of the sample of 50 respondents, 88% have seen the ad. of Indofarm
tractors medias and there are only 12% who have not seen ad. of Indofarm
tractor.
Customer responses regarding their liking for tractor
advertisements.
Responses Percentage No. of Respondents
Good
Average
Below average
46
46
8
23
23
4
0
10
20
30
40
50
Good Average Below average
Inference
46 percent of the respondents rated their liking for advertisement regarding
tractors as good. Similar percentage of respondents rated its average. But
4% of the respondents rated it below average.
Factors affecting buying decisions
Factors No. of Respondents Percentage
Quality
Ad.
Price
All
25
4
9
12
50
8
18
24
Total 50 100
0
10
20
30
40
50
60
Quality Ad. Price All
Inference
Quality of the tractor was attributed as the strength factor for influencing
product contributed a lot the factor of the buy decision according to the
sample study. As 50% of the respondents are affected by the quality of the
product. Advertisement gave a 8% response to price of the product gave
18% of the response was for all the factors that have to be considered
while making buying decision.
Advertisement media through which customer are able to know
about tractors
Media No. of Respondents Percentage
T.V
Magazine
Newspaper
Outside
14
2
22
12
28
4
44
24
Total 50 100
0
10
20
30
40
50
T.V Magazine Newspaper Outside
Inference
This is the multiple answer question. One had seen the advertisement of
Indofarm of the recollection was from the newspaper i.e. 44% which
produced to be the most effective one. Outside hoarding, banners,
tinplates, fairs or melas, advertisement on wheels were viewed by 24 5 of
the respondents. The ads on T.E were viewed by 28% while magazine
readers were only 4%.
Tractors advertisement are shown and watched by respondents
Channels No. of Respondents Percentage
.
The newspaper on which Ad. is seen
Newspaper No. of Respondents Percentage
Divya Himachal
Danik Jagran
Tribune
Times of India
Ajit
11
4
1
0
6
45.83
18
4.16
0
27.8
Total 22 100
0
10
20
30
40
50
PunjabKesri
DanikJagran
Tribune Times ofIndia
Ajit
Inference
Newspaper as a source for advertising tractors is widely used in Baddi. It
was revealed during the study that out of the 22 newspaper reader 11 of
them has seen the Ad. in Divya Himachal, 18% in Danik Jagran, 27.80% of
them had seen in Ajit . Only 4.16% of the reader have seen the
advertisement in Tribune. The survey has also revealed that advertisement
regarding tractors appearing in the Newspapers such as Divya Himachal,
Danik Jagran and Ajit have widely reached and influenced the tractor
customer. Newspaper a advertising media is an important source of
advertising for the customer of tractor in Baddi.
Source through which consumer are aware of IndoFarm tractors.
Source No. of Respondents
Percentage
Advertisement ( Mass Media )
Hoardings
Dealers
Friends / Relatives ( Word of Mouth )
20
8
10
12
40
16
20
24
Total 50 100
05
1015202530354045
Advertisement(Mass Media)
Hoardings Dealers Friends /Relatives (Word
of Mouth)
T.V. Channels which consumer watch
Channels No. of Respondents Percentage
DDI
DD Metro
Cable Channels
Lashkara – 7
ETC Punjabi – 3
Zee TV- 3
Sony – 2
Star Plus -1
21
13
2
5
4
1
1
3
42
26
4
10
8
2
2
6
Total 50 100
05
1015202530354045
DDI DD Metro CableChannels
Lashkara –7
ETCPunjabi – 3
Zee TV- 3 Sony – 2 Star Plus -1
Inference
Respondents devoting maximum time towards television have show DDI
as most preferred channels. 42 percent of the total responses remembered
DDI as their first preference25 percent showed DD metro as their preferred
channel. 32% showed their interest in channels like Lashkara, ETC, Zee
TV, Sony and Star Plus.
In which magazine the ad is seen of Indo Farm tractors
Magazine No. of Respondents Percentage
Sarita
A&M
India today
Greh Shobha
Auto India
Not Interest
0
0
1
0
12
48
0
0
24
0
2
96
Total 50 100
0
20
40
60
80
100
120
Sarita A&M India toDay
GarhShobha
AutoIndia
NotInterest
Inference
Max no. of respondents i.e. 96% wee not interest in magazine. While 4%
of tem read India today and same percentage Auto India.
QUESTIONAIRE
To check the Advertisement-effectiveness of Indo Farm Tractors
Name : __________________________________
Address : ________________________________
Age : ___________________________________
Education : Below matric
Matric
Graduate
Income Rs. 0-60,000
Rs. 60,000-150,000
Rs. 150.000 and above
Ques.1.(a) Do you own a tractor?
Yes No
(b) Are you planning to buy one?
Yes No
(c) Which brand.
HMT ESCORT TAFE
INDOFARM SONALIKA FARMTEC
(d) Why? (Reasons for choice)
High Potential
Low price
Good Qty.
Q2. Can you recall some of the brand name Indo Farm tractors ?
DI740 DI 732 DI 730
DI 745 DI 750 3RD DI 750 2ND
DI 55 DI 60
Q3. Have you even seen any AD of Indofarm Tractor?
Yes No
(a) lf yes.
On which media have you seen the Ad?
TV Magazines
Newspapers Outside
(b) On which TV channels have you seen the Ad?
DDI DD Metro
ETC (PUNJABI) LASHKARA
(c) In which magazines have you seen the Ad?
Kisanpatrika Desh
Sarita Advertisement and marketing
Auto India India Today
(d) In which newspaper have you seen the Ad?
Divya Himachal DanikJagran
Tribune Times of India
Q 4. Which are the certain attributes that attracted you most in the Ad?
Picturisation Slogan
Model Clarity of message
Truthfulness Personality
Image building.
Q5. How do you like the Ad?
Good Average
Below Avg.
Q6. What factors do ‘U' keep in mind before buying the product?
Quality Ad
Price All of these
Q7. Through which media did you come to know about the tractor you
own?
Ad (Mass media) Hoarding
Dealers Friends/Relations (Word of mouth)
Q8. What are your media Habits
(a) Television Magazine Newspaper
Radio
(1) Which channels do you prefer to watch?
DDI DD Metro Lashkara
Etc Punjabi ZeeTV Sony
Starplus
(D) Which magazine do you prefer?
Santa GrahShobha A & M
Outlook India Today Auto India
Jamina Does not remenbe
(c) Which newspaper do you prefer to read?
Divya Himachal Danikjagran
Ajit Tribune
CONCLUSIONS AND SOME SUGGESTIONS RECOMMENDATIONS
After the survey conducted it was observed that customers are not
imposed upon by any advertisement given. This may be due to the rural
nature illiteracy, inadequate source of advertisement.
Main advertisement doesn't play a much effective role to change mind of
customer but it can be effacing after sales & while in the case of 2nd
purchase.
Dealers recommends the company to use following source of ads.
Organization of full service camps and demos will be more effective
other media's. Direct contact program will yield more promising
results the co should make these as regular feature.
Participation in rural prestigious & famous fairs & melas would be
the best media to convey messages.
Along with these one important program can be through sponsorship
of rural sports. The organization of tournaments like cricket, will be
very effective in conveying company's message and attract more
customers distribution of free gifts will be helpful in mating Indo Farm
Tractor more popular in future.
About the Company
About the Project
Review of Literature
Objective of the Study
Introduction
Analysis & Interpretation of
Data
Conclusion & Suggestions
Questionnaire
Bibliography
BIBLIOGRAPHY
Marketing Management Philip Kotler
Marketing Management Sherlekan S.A
Methodology of Research Sidhu K.S.
DIFFERENT MODELS OF SONALIKA TRACTORS
DI 730 DI 60 Senior
DI 732 III DI - 745 III
DI 55 DI 750III
SONALIKA INTERNATIONAL TRACTORS LIMITEDAdampur Road, Near Jandu Singha,Hoshiarpur ( Punjab )Phone No : 32512141, Fax : 32514511Email : [email protected]
Ref. No……. Date : ………..