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VANRAJ TRACTORS CASE ANALYSIS

PRESENTED BY; OLIVIA DUTTA(08)

PRATYUSH MANI TRIPATHI(43)

SANDEEP SINGH(52)

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introduction

M/s Pramal Farmatics Pvt. Ltd comp.

VANRAJ-NEW 10 HP TRAT!R.

"#tral motor v"$icl" r%l" &MVR' ($a#)i*$ai Na#)i*$ai Mat$%+ia o, %)arat.

Tar"t mar+"t

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Tractor !"#$tr% ! I!"a

T$ird lar"st ross cropp"d ar"a *%t $i$l ,ram"#t"d.

Hi$ rot$ rat"-Worlds lar"st mar+"t.

Farm m"c$a#i2atio#- total aric%lt%ral prod%ctio#.

Tractori2atio# - a r"3%ir"m"#t #ot a s%*stit%t". No#-availa*ilit o, ri$t +i#d o, tractors to matc$ ,arm"rs

#""ds.

Nort$"r# part o, t$" co%#tr r"3%ir"s lo"r $ors"po"r

tractors.

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Dr&'r$ o t' tractor "'*a!"

omm"rciali2atio# o, aric%lt%r".

H"av d"p"#d"#c" o# mo#soo#.

Hi$ l"v"l o, ovt. s%pport.

!*liatio#s ,or ,i#a#cial i#stit%tio#s.

M%ltip%rpos".

A sm*ol o, prosp"rit. omm"rcial %sa".

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+RITI+AL ISSUES

D,'**a o tar-'t!- a!" .o$to!!-/ Ac#t' $'-*'!tato! r'#r'*'!t/

Sa,'$ a!" r'&'!#' -ro1t/acc#rat'

S*a,, $ 'a#t#,//$ t

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POLITI+ALPOLITI+AL

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SEGMENTATION 4EM!RAPH5 6EMENTAT5!N

- VANRAJ ,oc%s"d o# small a#d m"di%m ,arm"rs. & lar" #o. o,

,arm"rs i# t$is s"m"#t do"s#t o# a tractor AN4 ARE

P!TENT5AL6 F!R M5N5-TRAT!R 6EMENT '

- #ic$" i# $ortic%lt%r" s"m"#t & ,arm"rs $av" lar" la#d $oldi#s.'

(ENEF5T 6EMENTAT5!N

- si#l" pi"c" casti# tractor&t$r"" $""l co#v"rti*ilit7 sprai#

p"sticid"s7 po"r ta+"-o,, poi#t7 tra#sportatio# #""d7 compati*l"

it$ ,armi# i#str%m"#ts'

- cost *"#",it &,%"l ",,ici"#t7 lo mai#t"#a#c" cost7 $i$"r

lo#"vit7 l"ss ,%"l co#s%mptio#7 lo i#itial cost'

PR!48T 6EMENTAT5!N

E!RAPH5 6EMENTAT5!N.

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TARGETING

M8LT5- 6EMENT

TARET5N

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POSITIONING

("#",it or attri*%t"&A 96i#l" pi"c" casti#

tractor: '

;%alit a#d pric"&v"rsatil" t"c$#olo7

a,,orda*l" pric"'

omp"titio# & Va#ra)co%ld p"r,orm all

,%#ctio#s o, *i tractors7

d%ra*l" t$a# $i#"s"

tractors'

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.

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H#-' .ot'!ta, *ar't/

Lo1 o! #', co!$#*.to!6co$t a"&a!ta-'/

Eco!o*ca,/

S*.,7'" "'$-! a!" ,o1 *a!t'!a!c'r'#r'*'!t/

S*a,, ! $' #t - o! .o1'r/

S#..ort$ *#,t #!cto!$/ 9r$t *! tractor 1t PO:ER TA;E6O99/

H- o! co!&'!'!c'/

STRENGTH

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R"s"arc$ a#d d"v"lopm"#t.

N" prod%ct i# t$" mar+"t

5#cr"as" i# pric" o, st""l.

"#"ral p"rc"ptio#-$i$ po"r tractor pr","r"#c".Lo o# ro%#d cl"ara#c".

1'a!'$$

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No - .,a%'r$ !

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H%" comp"titio# ,rom local pla"rs. E

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RE++OMENDATION

S*a,, ar*'r$6.'r'ct tar-'t #t ''. t'$o, t%.' $'-*'!tato! ! *!"/

Po$to! car'#,,%6!ot a$ c'a. ra!" #t

'co!o*ca, a!" co$t '>'ct&' ra!"/ E"#cat' c#$to*'r$ tro#- '?t'!$&'

.ro*oto! toro#- &aro#$ ca!!',$/

I!cr'a$' ! -ro#!" c,'ara!c' @ $.''"/

Ma' t *or' co$t '>'ct&' .,a! to 7-t1t !'1 $tro!- '!tra!t ! t$ cat'-or%6HMT/

Tar-'t ortc#,t#r' ar*$ *or' ta! ac#t'

a-rc#,t#ra, cro.$/