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MARKETING STRATEGIES OF MAHINDRA
CTORS
C O N T E N T S
Page
EXECUTIVE SUMMARY2-4
CHAPTER: - I Profile 5-23
Overview of the Mahindra Company.
Profile of Mahindra Company.
Profile of Basava motors.
CHAPTER :- II Teore!i"al Fra#e$or% 24-36
dvertisin! strate!ies.
"ales promotion tools.
"ales trends.
Models of the Mahindra tra#tors.
CHAPTER : - III Da!a a&al'(i( 3$-53
%ata interpretation & analysis.
CHAPTER : - IV Fi&)i&g(*
S+gge(!io&( , "o&"l+(io& 54-5$
A&&e+re Bi'lio!raphy
5(-63
)*estionnaire
-------------------------------------------------
+
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EXECUTIVE SUMMARY
I&!ro)+"!io&: -
s*##ess of the firm lar!ely depends *pon how effe#tively and it serves the
e,istin! and prospe#tive #*stomers. Be#a*se it is only the sales whi#h 'rin! reven*e to the firm the
mana!ement of the firm #an 'e effi#ient when there will 'e proper plannin! and #ontrol the present
and f*t*re a#tions of the firm.
n the present #ompetitive s#enario it is very essential to predi#t the needs of
the #*stomers in hand and see to it that no stone is left *nt*rned. C*stomer satisfa#tion is the main
thin!s whi#h #ontri'*te to e,pansion and pro!ress in any '*siness. "t*dy of #*stomer/s attit*de
towards the prod*#t in hand is also one of the main thin!s whi#h #ontri'*te to the de#ision whether
the path sele#ted to pro!ress and #reate healthy '*siness relationship.
Nee) for !e S!+)':-
0his st*dy is an attempt to re#o!ni1e whi#h type of maretin! strate!ies
adopted 'y the #ompany. ow they 'ro*!ht their prod*#t into the maret. nd how they in#reased
their #ost*mer attit*des #*stomer preferen#e sales & 'rand awareness in their re!ion
O./e"!i0e( of !e (!+)':-
+ 0o now the maretin! strate!ies of Mahindra tra#tors adopted 'y the #orporation aro*nd the
"indhan*r.2 0o nown the awareness of 'rand aro*nd the "indhan*r.3 0o nown the #*stomer response towards the ohn %eere tra#tors.4 0o nown the pro'lems fa#ed 'y the #*stomer.
2
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Re(ear" #e!o)olog':-
0he data and information needed for the st*dy has 'een #olle#ted from 'oth
primary and se#ondary so*r#es. 0he primary so*r#es *sed for #olle#tion of information are
*estionnaire personal interviews with the #*stomer of the Mahindra tra#tors and offi#ial interviews
in the #orporation. n addition to this the information is also #olle#ted from se#ondary so*r#e thro*!h
the net.
Re(ear" )e(ig&:-
n the st*dy on attempt is made to eval*ate the prefa#e of the #ompany/s
approa#h the sales persons a'o*t their maretin! strate!ies lie advertisement sales
promotion tools et#. these are main! to #reate a awareness of 'rand in their re!ion of sales.
I1 Da!a "olle"!io&:-
7or this st*dy the primary and the se#ondary data were #olle#ted from
#ond*#tin! s*rvey on that re!ion. 0he followin! shows how #olle#ted the primary as well
as se#ondary data.
A1 Pri#ar' )a!a:-
0he primary data was o'tained thro*!h maret s*rvey 'y personal
interview and *estionnaire method at "indhan*r re!ion.
B. Se"o&)ar' )a!a:-
0he se#ondary data is #olle#ted from the #ompany as well as thro*!h
some we'sites 8www.mahindra.#om
3
http://www.mahindra.com/http://www.mahindra.com/
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Fi&)i&g( of !e (!+)':-
##ordin! to s*rvey it was #lear that the availa'ility of spare parts was very easy.
O*t of 59 respondents it #an 'e seen that 36 i.e. +( respondents/ p*r#hases tra#tors 'y wall
paintin! and 4 .amon! 54 of the respondents were p*r#hased from others. 0he 92 & 93
respondents 'y 0.;. dds and ma!a1ines.
O*t of respondents we find that 54 whi#h of 2$ respondents are in a in#ome !ro*p of
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4. Preferen#es & response of the #*stomers wo*ld #han!e over a period of time.
Ca3!er-I
Co#3a&' 3rofile
Overview of the Mahindra Company.
Profile of the Mahindra Company.
Profile of Basava motors.
5
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Co#3a&' 3rofile
. HISTORY OF THE COMPANY:-
Mahindra and Mahindra @imited is the fla!ship #ompany of the
Mahindra !ro*p whi#h has 'een a si!nifi#ant presen#e in ey se#tors of the ndian e#onomy.
#onsistently hi!h performan#e M&M has 'een raned amon! the top private se#tor #ompanies in
the #o*ntry for several years.
Mahindra 'rothers 8
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CTORS
ll other a#tivities sp*n off into separate entities and or!ani1ed *nder
'*siness !ro*ps ea#h headed 'y a president. 0hese !ro*ps are in the areas of hospita'ility trade and
finan#ial servi#es a*tomati# #omponents information te#hnolo!y tele#om and infrastr*#t*redevelopment.
0hey have diversified into finan#ial servi#eE Aota Mahindra was the
#olla'oration with Aota. t was started 5 years 'a# & another 'y name MM7"@ 8Mahindra
&Mahindra 7inan#ial "ervi#es @td. were formed in order to serve p*'li# to p*r#hase fo*r wheelers
thro*!h installments and finan#ial s#hemes.
To)a' M,M a( !$o #ai& o3era!i&g )i0i(io&(:-
0he a*tomotive division man*fa#t*res *tility and li!ht #ommer#ial vehi#les.
0he farm e*ipment division maes a!ri#*lt*ral tra#tors and other farm e*ipments.
M&M employees more than 25999 peoples and has 6 states of an art
man*fa#t*rin! fa#ilities spread over 599999 s. meters it has over 39 sales offi#es s*pported 'y a
networ of over 599 dealers 599 a*thori1ed servi#e points and 699 sto# points a#ross the #o*ntry
this networ is #onne#ted to #ompany/s plants 'y an e,tensive 0 infrastr*#t*re.
M&M o*tstandin! man*fa#t*rin! and en!ineerin! sills allow it to #onstantly
innovate and new prod*#ts for the ndian maret. Proof of this e,pertise is the la*n#h of Bolero a
new !eneration *tility vehi#le and tile r?*n a sophisti#ated a!ri#*lt*ral tra#tor.
0he #ompany/s #ommitment to te#hnolo!y-driven innovation is refle#ted in
the settin! *p of the Mahindra resear#h valley a +99 a#re fa#ility that will ho*se less than one roof
the #ompany/s en!ineerin! resear#h and prod*#t development win!s.
0he M&M philosophy of !rowth is #entered on a 'elief in people. s a
res*lt the #ompany has p*t in pla#e initiatives that see to reward and retain the 'est talent in the
ind*stry. M&M are also nown for its pro!ressive la'o*r mana!ement pra#ti#es.
n the #omm*nity development sphere the #ompany has implemented
several pro!rams that have 'enefited the people and instit*tions will its areas of meas*rements.
$
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O0er0ie$ of !e Mai&)ra "o#3a&':-
0he G" H6.$ 'illion Mahindra Iro*p is amon! the top +9
ind*strial ho*ses in ndia. Mahindra is the maret leader in m*lti-*tility vehi#les in ndia t made a
milestone entry into the passen!er #ar se!ment with the @o!an. Mahindra & Mahindra is the only
ndian #ompany amon! the top tra#tor 'rands in the world.
0he Iro*p has a leadin! presen#e in ey se#tors of the ndian
e#onomy in#l*din! the finan#ial servi#es trade retail and lo!isti#s a*tomotive #omponents after-maret information te#hnolo!y and infrastr*#t*re development. Mahindra has re#ently made an
entry in the two-wheeler se!ment whi#h will see the #ompany emer!e as a f*ll-ran!e player with a
presen#e in almost every se!ment of the a*tomo'ile ind*stry.
MahindraJs 7arm K*ipment "e#tor is the pro*d re#ipient of the apan )*ality
Medal the only tra#tor #ompany worldwide to 'e 'estowed this honor. t also holds the distin#tion of
'ein! the only tra#tor #ompany worldwide to win the %emin! Pri1e. 0he G" 'ased
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Ra&%( , ra!i&g( of Mai&)ra "o#3a&':-
4556
• *to "e#tor was the pro*d re#ipient of the presti!io*s ational ward for
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• M&M/s *to "e#tor awarded the 2nd pri1e for K,#ellen#e in "*pply Chain Mana!ement
or!ani1ed 'y ".P. ain nstit*te of Mana!ement &
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other a*tomaers s*#h as 0ata/s thans to a new vent*re with issan and
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e is Past President 2993-94 of the Confederation of ndian
nd*stry and has also 'een President of the *tomotive
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MARKETING STRATEGIES OF MAHINDRA
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A&a&) G1 Mai&)ra
Vi"e Cair#a& , Ma&agi&g Dire"!or
A1K1 Na&)a
Ee"+!i0e Dire"!or
Mr1 A&/a&i%+#ar Co+)ari
Pre(i)e&! - Far# E?+i3#e&! Se"!or a&) Me#.er of !e Gro+3
Ma&age#e&!
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Ra/ee0 D+.e'
Pre(i)e&! =HR* Af!er-Mar%e! , Cor3ora!e Ser0i"e(>
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MARKETING STRATEGIES OF MAHINDRA
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De3ar!#e&!( : "ales "e#tion "ervi#e "e#tion & "pare Parts"e#tion
Offi"e (!aff :
Sale( Se"!io& : Mr1 Sa#.a Si0a Rao 8##o*ntant.
Mr1 A#.re( 8"ales Mana!er
Mr1 A&a&) , Mr(1 Par0a!i 8M"" Co-ordinate &
Comp*ter Operator
Mi((1 Pra0alli%a 8"ales C
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MARKETING STRATEGIES OF MAHINDRA
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S!re&g! of !e So$roo#:
• K,perien#ed salesman/s with maret nowled!e
• =ell f*rnished offi#e with different departments
• @ar!e spare se#tion with different all type of Mahindra spare parts
• )*ality servi#e for #*stomer satisfa#tion
• )*alified employees and silled te#hni#ians
• 0hey were a*thori1ed to sell #lass parts
• "eparate worshop with silled worers with several e*ipments and different types
lathes
+(
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MARKETING STRATEGIES OF MAHINDRA
CTORS
O r g a n i s a t io n S t r u c t u r e o f M / s S h r i B a s a v a M o t o r s
C a s h i e r T y p i s t
S a l e s
C a s h i e r T y p i s t
S e r v i c e
F i n a n c e M a n a g e r
S a l e s M a n T e l e M a r k e t e r O t h e r W o r k e r
S a l e s M a n a g e r
F L A C R O
e l p e r W a t e r S e r v i c e
M e c h a n i c s
e l p e r
L a t h e O p e r a t o r
S u p e r v i s o r ! n s t a l l e r
S e r v ic e M a n a g e r
M a n a g i n g " i r e c t o r # s
+
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Fi&a&"ial I&(!i!+!io&( Pro0i)i&g Cre)i! Fa"ili!' i& P+r"a(i&g Mai&)ra
Tra"!or(:
• "tate Ban of ndia8"B
• Mahindra 7inan#e @td.
• "tate Ban of ydera'ad8%B
• ndian Ban
• Pra!athi Iramina Ban8PIB
• "yndi#ate Ban
• @ & 0 finan#e
• Other Bans
29
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Deali&g Pro"e)+re of M( Sri
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0o in#rease the sales Mana!in! %ire#tor 8M% has appointed separate sales for#e
to meet the #hallen!e of #ompetition. 0his for#e has spread all over the area of sindhan*r whi#h
mae dire#t
Conta#t with the #*stomer whi#h res*lted the !reater sales of Mahindra tra#tor.
SA2ES TRENDS
PERIOD UANTITY
=IN TRACTORS>
2996-299$ 83-MO0" 39
299$-299( 3+5
299(-29++ 2(9
0O0@ 625
22
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MARKETING STRATEGIES OF MAHINDRA
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QUANTITY 0
50
100
150
200
250
300350
30
315
280
2006-2007 2007-2008 2008-2009
Ca3!er-II23
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MARKETING STRATEGIES OF MAHINDRA
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Mar%e!i&g (!ra!egie( of Mai&)ra !ra"!or(
A)0er!i(i&g (!ra!egie(1
Sale( 3ro#o!io& !ool(1
Sale( !re&)(1
Mar%e!i&g (!ra!eg'* Sale( Pro#o!io& , Selli&g Pro"e(( "arrie) o+! .' M(
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♦ "howroom demonstration.
♦ 0est drive.
♦ ;ehi#le delivery.
Mai&)ra Tra"!or Mo)el(:-
7arm K*ipment "e#tor prod*#es the widest ran!e of tra#tors and
tra#tor implements to s*it the varied needs of farmers/ world over. %ifferent tra#tor models
#over diversified maret se!ments from 25 P to 69 P tra#tors. Mahindra is re#o!ni1ed as a
powerf*l sym'ol of prod*#tivity and *nparalleled performan#e. t is the maret leader and at the
help of the ndian 0ra#tors nd*stry.
Mai&)ra Sar3a&" 498 DI
26
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E&gi&e S3e"ifi"a!io&(:
Mae and Model : Mahindra M%-+$(5
orse Power : 39P Cate!ory
Bore and "troe : ((. , 6mm
o. of Cylinders : 3
C*'i# Capa#ity : +$((##
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E&gi&e (3e"ifi"a!io&(:
Mae and Model : Mahindra MC K +$35
orse Power : 25 .P. Cate!ories
Bore and "troe : +2$ , +3$mm
o. of Cylinders : +
C*'i# Capa#ity : +$35##
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E&gi&e S3e"ifi"a!io&(:-
Mae and Model : Mahindra M +$$
orse Power : 26 .P. Cate!ories
Bore and "troe : +92 , ++9mm
o. of Cylinders : 2
C*'i# Cate!ory : +$$##
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Mai&)ra Sar3a&" 88 DI
E&gi&e S3e"ifi"a!io&(:-
Mae and Model : Mahindra M%-3999 B
orse Power : 59 .P. Cate!ories
Bore and "troe : ((. , +9+.6mm o. of Cylinders : 4
C*'i# Capa#ity : 2523##
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O!er Mo)el(:
1 Mai&)ra -Ar/+& 778DI
41 Mai&)ra-Sar3a&" 78DI
3+
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61 Mai&)ra -Sar3a&" 48DI TU
71 Mai&)ra -
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8 Mai&)ra -
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Mai&)ra -Sar3a&" 88DI =(+3er !+r.o>
1 Mai&)ra-Ar/+& 958DI
34
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1 Mai&)ra-
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Ca3!er-III
C+(!o#er a!!i!+)e , Da!a a&al'(i(
E0al+a!io& of !e S!+)':-
detailed analysis of the st*dy is ne#essary and is to 'e #onsidered in
order to #ompare the a#t*al theory with that pra#ti#al the variants of whi#h may form the 'asis for
improvements. Aeepin! this point in view and to f*lfill the Kval*ation variants of whi#h may form
the 'asis for o'?e#tives of the st*dies an attempt has 'een made to se!ment the vario*s respondents
on the 'asis of some aspe#ts #olle#ted from them thro*!h *estionnaire. 0here are depi#ted thro*!h
ta'les and !raphs.
3$
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0he #opy of *estionnaire administered is en#losed and the sample si1e
was 59 respondents are en#losed at the end of this pro?e#t. ll the #al#*lations and n*meri#al
interpretations are for +99.
Da!a A&al'(i( a&) I&!er3re!a!io&:
Ta.le- A$are&e(( le0el i& "o#3re((io& of o!er(
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No. of respop
Per#enta!e
69 96 +9 94 94 +6 +99
I&!er3re!a!io&:
So+r"e: - 7ield s*rvey data
0he a'ove ta'le shows that amon! 59 respondents 69 of them are
in the !ro*p of Mahindra 96 of them are in !ro*p of 0afe +9 are in the !ro*p of "wara? 94 of
them are in the !ro*p of Ki#her 94 of them Ks#ort and @&0 is +6. 0herefore we #ome to now
that most of people are aware of Mahindra tra#tors.
Ta.le-4 Profe((io& of Re(3o&)e&!(:
Parti#*lars o. of
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MARKETING STRATEGIES OF MAHINDRA
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Agriculture Business Others
)
*
+)
+*
,)
,*
-)
Graphical representation of the above table
Professions
I&!er3re!a!io&:
So+r"e:- 7ield s*rvey data
0he field s*rvey #learly in di#tatres that the profession of the #*stomer lies an important role
on the p*r#hase of tra#tors. 0he a'ove ta'le shows that o*t of 59 respondents 52 are from as
a!ri#l*lt*re +6 are from '*siness p*rpose and 32 respondents are from other p*rpose. s from
ta'le many respondent p*r#hased this tra#tors for their related p*rpose.
Ta.le-6 Re(3o&)e&!( I&"o#e(
n#omes o. of respondents Per#enta!e
Below 49999 9( +6
4+999-$9999 96 +2$+999-+99999 2$ 54
+9+999 and a'ove 9 +(
49
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1
1
2
2
3
R
No. of respondents
0otal
59 +99
I&!er3re!a!io&:
So+r"e: - 7ield s*rvey data
0he st*dy #learly states that the in#ome is also an important parameter in p*r#hasin! the
tra#tors. t was noti#ed that amon! 2$ respondents 54 are in the in#ome !ro*p of r*pees $+999 to
+99999 +2 are in 'elow
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r!p"#c!$ rep
0otal
59 +99
I&!er3re!a!io&:
So+r"e:-7ield s*rvey data
t was fo*nd that amon! 59 respondents 69 of them were in !ro*p of #ompany showroom
( of them ea#h were in !ro*p of #ollea!*es & advertisement rest of them were friends self and
relatives. Most of the people are '*yin! the tra#tors in the showroom.
Ta.le-8 Mo)e of 3+r"a(e
Parti#*lars o. of respondents Per#enta!e
Cash +5 39
Credit 35 $9
0otal 59 +99
42
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MARKETING STRATEGIES OF MAHINDRA
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+ ,
)
*
+)
+*
,)
,*
-)
-*
Graphical representation of the above table
Mode of purchase
No. of respondents
I&!er3re!a!io&:
So+r"e: 7ield s*rvey data
t was fo*nd that amon! 59 respondents $9 of them were in the !ro*p
of #redit. ll most of all #*stomers are '*yin! the tra#tors on the 'asis. nd 39 of them were in the
!ro*p of #ash.
Ta.le-9 So+r"e of "re)i! 3+r"a(e
Parti#*lars o. of respondents Per#enta!eMahindra finan#e + 3(
"B 9 +(
"B 94 9(
0IB 95 +9
Others +3 26
43
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9
r!p"#c!$ rep
Mahindra fnance
0otal
59 +99
I&!er3re!a!io&:
So+r"e: - 7ield s*rvey data
t is #lear that amon! 59 respondents 3( of them are in the !ro*p of
Mahindra finan#e +( of them are in the !ro*p of "B 9( of them are !ro*p of "B +9 if
them are in the !ro*p of 0IB and 26 of them are others.
Ta.le- Sa!i(fa"!io& $i! !e fi&a&"ier
Parti#*lars o. of respondents Per#enta!e
7*lly satisfied 2( 56
Partially satisfied +3 26
%issatisfied 9 +(
44
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)
*
+)
+*
,)
,*
-)
Grap
No. of respondents
0otal
59 +99
I&!er3re!a!io&:
So+r"e: - 7ield s*rvey data
0he a'ove ta'le e,plain that amon! 59 respondents 56 of them are in
the !ro*p of f*lly satisfied 26 of them are in the !ro*p of satisfied and +( of them are in the
!ro*p of dissatisfied. i!hest per#enta!e of #ons*mer is satisfied with the finan#iers providin! the
#ompany.
Ta.le-
So+r"e( of A$are&e((
Parti#*lars o. of respondents Per#enta!e
0.;.dds 92 94
=all paintin! +( 36
Ma!a1ines 93 96
Others 2$ 54
0otal 59 +99
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T.V.Adds ; 4
wall paintin!; "#
Ma!a$ines; #
%thers; &4
Sources of awareness
I&!er3re!a!io&:
So+r"e: 7ield s*rvey data
0he field s*rvey #learly shows that amon! 59 respondents 54 of them
are in the !ro*p of others 36 of them are in !ro*p of wall paintin! 96 of them are in the !ro*p
of ma!a1ines 94 of them are in the !ro*p of 0.;.dds.
Ta.le- Vei"le Perfor#a&"e
Parti#*lars o. of respondents Per#enta!e
K,#ellent 26 52Iood 9( +6
vera!e +2 24
Poor 94 9(
0otal 59 +99
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'/cellent 0oo$ Average .oor
)
*
+)
+*
,)
,*
-)
Vehicle Perfor'ance
Perfor'ance
No. of respondents
I&!er3re!a!io&:
So+r"e: 7ield s*rvey data
t was noti#ed that amon! 59 respondents 52 of them are in the
!ro*p of e,#ellent and +6 of them are in the !ro*p of !ood 24 of them are in the !ro*p of
avera!e and ( of them are in the !ro*p poor. Most of the #ons*mers are satisfied with the vehi#le
performan#e.
Ta.le-5 P+r"a(e of 3re(e&! 0ei"le
Parti#*lars o. of respondents Per#enta!eCompany showroom 3( $6
7riends 9( +6
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(o'pan) showroo'
*riends
+elatives%thers
Purchase of present vehicle
I&!er3re!a!io&:
So+r"e: 7ield s*rvey data
7rom the field s*rvey it was e,plained that amon! 59 respondents $6
of them are in the !ro*p of showroom +6 of them are in the !ro*p of friends and rest of the
mem'ers are in the !ro*p of relatives and others. Most of the #ons*mers are p*r#hased the present
vehi#le in the showroom.
Ta.le- Te life of !e !ra"!or(
Parti#*lars Below
+ year
"in#e +
year
"in#e 2
year
'ove 2
years
0otal
o. of
respondents
+5 +( 9$ +9 59
Per#enta!e 39 36 +4 29 +99
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Belo% + year Since + year Since , year A1ove , year
)
,
2
3
4
+)
+,
+2
+3
+4
,)
The life of the tractors
,ife
No. of respondents
I&!er3re!a!io&:
So+r"e: 7ield s*rvey data
0he a'ove ta'le shows that 59 respondents 36 of them are in the!ro*p of 'elow + year 29 of them are in the !ro*p of a'ove 2 year and +4 of them are in the
!ro*p of sin#e 2 year. Most of the #ons*mers are *sin! the vehi#le sin#e + year.
Ta.le-4 af!er (ale( a&) (er0i"e
Parti#*lars o. of respondents Per#enta!eK,#ellent 39 69
Iood 9( +6
vera!e 96 +2
Poor 96 +2
0otal 59 +99
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MARKETING STRATEGIES OF MAHINDRA
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'/cellent0oo$Average.oor )
*
+)
+*
,)
,*
-)
-*
)5
+)5
,)5
-)5
2)5
*)5
3)5
6)5
Graphical representation of the above table
satisfaction after sales and services
No. of respondents Percenta!e of respondents
I&!er3re!a!io&:
So+r"e: 7ield s*rvey data
t was noti#ed that 59 respondents 69 of them are in the !ro*p of
e,#ellent +6 are in the !ro*p of !ood +2 of them are in the !ro*p of avera!e and +2 of them
in the !ro*p of poor. Most of the peoples are satisfied with the after sales and servi#es.
Ta.le-6 S+gge(! !e 0ei"le !o o!er(
Parti#*lars o. of respondents Per#enta!ees 36 $2
o +4 2(
0otal 59 +99
59
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+
,
)
*+)
+*
,)
,*
-)
-*
2)
-esNo
-3))5
6,5
+2))5
,45
Su!!est the vehicle to others
No. of respondents
Su!!esation
I&!er3re!a!io&:
So+r"e: 7ield s*rvey data
t #an 'e seen that from the a'ove ta'le amon! 59 respondents $2of
them are in the !ro*p of K" and 2( of them are in the !ro*p of O d*e to this we #an tell the
most of the #ons*mers will s*!!est others to '*y the Mahindra tra#tors.
Ta.le-7 Sa!i(fa"!io& of !e "o&(+#er( $i! !e Mileage of Mai&)ra
Tra"!or(
Parti#*lars o. of respondents Per#enta!e
;ery satisfied +6 32
"atisfied 3+ 62
%issatisfied 93 96
0otal 59 +99
5+
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7ery satisfie$ Satisfie$ "issatisfie$)
*
+)
+*
,)
,*
-)
-*
Satisfaction of the custo'ers with the 'ilea!e of the Mahindra tractors
+an!e of 'ilea!e satisfaction
No. of respondents
I&!er3re!a!io&:
So+r"e: - 7ield s*rvey data
7rom the a'ove ta'le it is #lear that most of the #*stomers are
satisfied with the f*el #ons*mption. B*t still the #ompany sho*ld str*!!le a lot to satisfy the
#*stomer very m*#h in this re!ard.
Ta.le-8 Re(3o&(e a&) .ea0ior of !e fir# (!aff $i! re(3e"! of
Sale( a&) (er0i"e(
Parti#*lars o. of respondents Per#enta!e
nformative ++ 22
Co-operative 2+ 42
Comm*ni#ation +2 24
Convin#in! 96 +2
52
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)
*
+)
+*
,)
,*
+esponse and beha
No. of respondents
0otal
59 +99
I&!er3re!a!io&:
So+r"e: 7ield s*rvey data
7rom the a'ove ta'le it is #lear that they are #o-operative 42 as
followed 'y #omm*ni#ations 24 information 22 and #onvin#in! as +2.
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Ca3!er-IV
7indin!s s*!!estion & #on#l*sion
Fi&)i&g( of !e (!+)':-
0he followin! the derived from the data eval*ated and analy1ed 'y s*rvey:
##ordin! to the s*rvey it was fo*nd that Mahindra tra#tors have a 'rand loyalty than other
tra#tors 'e#a*se of its advan#ed feat*res.
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MARKETING STRATEGIES OF MAHINDRA
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mon! 59 respondents it was fo*nd that 52 whi#h is of 26 respondents was aware of
Mahindra tra#tors and lie to p*r#hase Mahindra vehi#le only 'e#a*se of its !ood performan#e.
O*t of 59 respondents it was fo*nd that 62 whi#h of 3+ respondents p*r#hase tra#tors for
a!ri#*lt*ral p*rpose +4 respondents for '*siness and 24 respondents for other p*rpose
therefore we #an say a!ri#*lt*re is the main reason for p*r#hasin! of tra#tors.
##ordin! to s*rvey it was #lear that the availa'ility of spare parts was very easy.
O*t of 59 respondents it #an 'e seen that 36 i.e. +( respondents/ p*r#hases tra#tors 'y wall
paintin! and 4 .amon! 54 of the respondents were p*r#hased from others. 0he 92 & 93
respondents 'y 0.;. dds and ma!a1ines.
O*t of respondents we find that 54 whi#h of 2$ respondents are in a in#ome !ro*p of
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MARKETING STRATEGIES OF MAHINDRA
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mon! 59 respondents +$ are f*lly satisfied with the dealer/s servi#es and are satisfied and
respondents were not too m*#h satisfied.
Cost in#*rred in maintenan#e of M&M tra#tors is reasona'le and easily afforda'le.
Compared to the other 'rand of tra#tors availa'le in ndian maret st*dy reveals. 0hat M&M
tra#tors have a lon!er life.
M&M tra#tors are more e#onomi#al in the matter of f*el #ons*mption.
%ealer/s maretin! strate!ies and sales promotion is !ood.
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S+gge(!io&(:-
%*rin! the s*rvey the re!*lar #*stomers of Mahindra tra#tors #ome o*t with or!ani1in!
information and s*!!estions some of them are listed 'elow:
• M&M Company needs additional sales promotional a#tivities lie or!ani1in! e,hi'itions
fairs iss*in! #atalo!*es and 'roa#hes display and demonstration #ontests et#.
• Company sho*ld !ive advertisement in ma!a1ines and news papers to mae them aware
and to attra#t #*stomers
• %ealer sho*ld attra#t #*stomers 'y !ivin! spe#ial red*#tion in pri#es at the time of
festivals
• Mahindra tra#tors are restri#ted only to red #olor #ompany need to #han!e espe#ially
metalli# #olor.
• %ealer>sales mana!er re*ires #ond*#tin! meetin!s #onventions and #onferen#es and
trainin! their sales for#e 'y providin! sales tar!et 'on*s and other in#entives.
• %ealer sho*ld personally tae #are of #*stomers share of in small n*m'er of #*stomers
are not satisfied 'y the response !iven 'y the servi#e personnel at the time !eneral #he#
*p.
5$
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MARKETING STRATEGIES OF MAHINDRA
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• smaller seat sho*ld 'e provided for 'etter drivin! #omfort and red*#tion of strain and
safety seat 'elt.
• n#rease in p*llin! power sho*ld 'e ind*#ed to ens*re !reater worin! effi#ien#y.
• "ales servi#e and after sales servi#e sho*ld in#rease to the e,#ellent level whi#h will add
to the #ompany/s 'rand ima!e.
ANNEXURE
• Bi'lio!raphy
• )*estionnaire
5(
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+e(!io&&aire
%ear "ir > Madam
wo*ld 'e thanf*l if yo* #an spend a #o*ple of min*tes to fill this *estionnaire the information is
for a#ademi# p*rpose and will 'e ept #onfidential.
+. ame :
2. !e :
3. Kd*#ational "tat*s :
4. ddress :
5. O##*pation : a 7armer S T ' Other S T
6. nn*al n#ome : a Below 49999 S T
' 4+999-(9999 S T
# (+999-++9999 S T
d +++999 and a'ove S T
$. s this yo*r first tra#torU
a es S T ' o S T
(. =hi#h mode yo* want to '*y:
a Cash S T ' Ban @oan S T
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MARKETING STRATEGIES OF MAHINDRA
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# Credit S T d 7inan#e S T
=hat fa#tor infl*en#ed yo* to '*y this tra#torUa 7riend S T ' dvertisin! S T
#
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MARKETING STRATEGIES OF MAHINDRA
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a es S T ' o S T
+$. re yo* satisfied with the after sales and servi#esU a K,#ellent S T ' Iood S T
# vera!e S T d PoorS T
+(. re yo* aware of different tra#tor 'randsU
a Ks#ort S T ' 0afe S T
# "wara? S T d Ki#her S T
+. "o*r#es of awareness:
a ews Papers S T ' Ma!a1ines S T
# 0; dds S T d Others S T
29. ;ehi#le performan#e:
a K,#ellent S T ' Iood S T
# vera!e S T d Poor S T
2+. 'o*t pri#in!:
a ;ery hi!h S T ' i!h S T
#
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25.
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