“sonalika - Itl”

11

Presented by: Presented by: Manoj KumarManoj Kumar8131031702181310317021

““SONALIKA - ITL”SONALIKA - ITL”

22

OBJECTIVE OF THE STUDYOBJECTIVE OF THE STUDY

To study the farmers awareness regarding Sonalika To study the farmers awareness regarding Sonalika Tractors in Karnataka.Tractors in Karnataka.

To study the different parameters influence the To study the different parameters influence the farmers in purchasing the tractor.farmers in purchasing the tractor.

To study the major market leader among various To study the major market leader among various

market payersmarket payers

33

SONALIKASONALIKA

SonalikaSonalika is the brand name of the company. is the brand name of the company.

Company name- International Tractors Limited.Company name- International Tractors Limited.

Sonalika TractorsSonalika Tractors is one of the top five tractor is one of the top five tractor manufacturing companies in India. Its product listing manufacturing companies in India. Its product listing includes tractors, multi utility vehicle, Engines and various includes tractors, multi utility vehicle, Engines and various farm equipments. farm equipments.

44

INTRODUCTIONINTRODUCTION

SONALIKASONALIKA was established in was established in 1969 1969 L.D. Mittal is the Chairperson of Sonalika L.D. Mittal is the Chairperson of Sonalika

SONALIKA’sSONALIKA’s group of companies group of companies

1.1. International Tractors Ltd.International Tractors Ltd.

2.2. Sonalika Agro Industries CorporationSonalika Agro Industries Corporation..

3.3. International International AutotracAutotrac Finance Ltd Finance Ltd

55

MAKETING STRATEGIESMAKETING STRATEGIES

COMBING - COMBING -

Combing is the first and foremost activity Combing is the first and foremost activity to generate enquiries towards the product. to generate enquiries towards the product.

TYPES OF COMBINGTYPES OF COMBING

HOT ENQUIRYHOT ENQUIRY WARM ENQUIRYWARM ENQUIRY COLD ENQUIRYCOLD ENQUIRY

66

HOT ENQUIRY -HOT ENQUIRY -

In which we include those customers who want to In which we include those customers who want to purchase the product within 30 days.purchase the product within 30 days.

77

WARM ENQUIRY -WARM ENQUIRY -

In which we include those customers who want to In which we include those customers who want to purchase our product within purchase our product within 30 30 to to 60 60 daysdays

88

COLD ENQUIRY-COLD ENQUIRY-

In which we include those customers who want to In which we include those customers who want to purchase our product within purchase our product within 6060 to to 9090 days or later. days or later.

99

D E M OD E M O

Demo is a product placement technique. Demo is a Demo is a product placement technique. Demo is a conversion of customer’s mind sets towards the conversion of customer’s mind sets towards the product. It is very difficult to attract those customers product. It is very difficult to attract those customers who are already user of other product. Through the who are already user of other product. Through the Demo we try to attract those customers by showing Demo we try to attract those customers by showing that our product is the better than other products. that our product is the better than other products.

1010

ROAD SHOWROAD SHOW

RRoad show is also used to attract the customers towards oad show is also used to attract the customers towards the product by showing the features of the product. It the product by showing the features of the product. It is the another marketing strategy of product is the another marketing strategy of product placement.placement.

1111

OLD CUSTOMER MEETOLD CUSTOMER MEET

Old customers also prove helpful to place the Old customers also prove helpful to place the

product in the potential market. product in the potential market.

1212

MECHANIC & DRIVER MEETMECHANIC & DRIVER MEET

MMechanic & Driver meet also helps us to place our echanic & Driver meet also helps us to place our products in local market. products in local market.

1313

RTO DATARTO DATA

RTO RTO datadata also helps usalso helps us to know the demand of the to know the demand of the

product. RTO data gives us segment wise knowledge product. RTO data gives us segment wise knowledge where we can easily place our product in the where we can easily place our product in the potential market. RTO data tells us where & potential market. RTO data tells us where & which H.P Tractors is commonly used by the people. which H.P Tractors is commonly used by the people. This information is very helpful to us to choose the This information is very helpful to us to choose the division where we want to place our product.division where we want to place our product.

1414

FREE SERVICE CAMPFREE SERVICE CAMP

Company also gives free service camps to their Company also gives free service camps to their customers in which they solve their customers’ customers in which they solve their customers’ problems. problems.

1515

COMPANY FINANCECOMPANY FINANCE

COMPANY FINANCE PROCEDURE:COMPANY FINANCE PROCEDURE:

Mostly companies use bank finance but many Mostly companies use bank finance but many companies use various ways to sell their product companies use various ways to sell their product through self or bank finance.through self or bank finance.

Bank FinanceBank Finance L & T FinanceL & T Finance

1616

LARSEN AND TOUBROLARSEN AND TOUBRO

L&T e-Engineering Solutions (L&T e-ES) is the L&T e-Engineering Solutions (L&T e-ES) is the Strategic Business Unit of Larsen & Toubro Limited Strategic Business Unit of Larsen & Toubro Limited (L&T) that offers end-to-end design and engineering (L&T) that offers end-to-end design and engineering solutions to global manufacturerssolutions to global manufacturers

1717

Magma Finance to “ITL” Magma Finance to “ITL”

NEW DELHI: To tap the vast potential of the semi-NEW DELHI: To tap the vast potential of the semi-urban and rural markets, International Tractors (ITL), urban and rural markets, International Tractors (ITL), the maker of Sonalika brand, on Friday formed a the maker of Sonalika brand, on Friday formed a joint-venture asset financing company with Kolkata-joint-venture asset financing company with Kolkata-based Magma Shrachi Finance to offer customized based Magma Shrachi Finance to offer customized

finance solutions on its farm equipment.finance solutions on its farm equipment.

1818

MARKET SHAREMARKET SHARE

1919

MARKET SHARES OF DIFFERENT MARKET SHARES OF DIFFERENT COMPANIES IN INDIACOMPANIES IN INDIA

M&M +P.T.L M&M +P.T.L 33%33% TAFE TAFE 25%25% SONALIKA SONALIKA 12%12% ESCORT ESCORT 8%8% JOHN DEERE JOHN DEERE 7%7% EICHER EICHER 7%7% Remaining Remaining 8%8% are contributed by the other are contributed by the other

companiescompanies

2020

OTHERS 8%

EICHER 7%

JOHN DERE 7%

ESCORT 8%

SONALIKA 12%

TAFE 25%

M&M 33%

2121

I.T.L KARNATAKA TEAM I.T.L KARNATAKA TEAM STRUCTURESTRUCTURE

AGM

AREA MANAGER

FIELD ACTIVITY INCHARGE

AREAMANAGER

AREAMANAGER

AREAMANAGER

DEALER

2222

STATE HEAD / AGMSTATE HEAD / AGM

State head is responsible for all activities in the state State head is responsible for all activities in the state whatever company suffers loses or gains. State head whatever company suffers loses or gains. State head control all activities in the state and make better effort control all activities in the state and make better effort to improve the company image in front of their to improve the company image in front of their customers. customers.

2323

ACTIVITY OFFICERACTIVITY OFFICER

In every state Sonalika recruited its field activity In every state Sonalika recruited its field activity officer under the State Head, activity officer make officer under the State Head, activity officer make control and proper supply of the spare parts in the control and proper supply of the spare parts in the state. state.

2424

AREA MANAGERAREA MANAGER

In every state divide into Four major parts and in every In every state divide into Four major parts and in every

part there is one area manager appointed to check all part there is one area manager appointed to check all activities performed by the company employees. activities performed by the company employees.

2525

DEALERDEALER

In every region company doesn’t sale its product In every region company doesn’t sale its product through his employees because it is too costly and through his employees because it is too costly and company didn’t bear these expenses so every one company didn’t bear these expenses so every one company gave its franchise to effective person of the company gave its franchise to effective person of the area who did work for company. area who did work for company.

2626

2727

SONALIKA RxSONALIKA Rx

The new Rx Range is another wonder from the house The new Rx Range is another wonder from the house of Sonalika. The Rx tractor is a perfect amalgamation of Sonalika. The Rx tractor is a perfect amalgamation of power, low diesel consumption and latest design of power, low diesel consumption and latest design which is based on the latest technology and best which is based on the latest technology and best features for meeting the requirements of the features for meeting the requirements of the

customers.customers.

2828

PARTENERSPARTENERS

2929

YANMAR,Japan YANMAR,Japan Investment-12%Investment-12% Yanmar company limited, Japan joined the company in sept, 2005 as Yanmar company limited, Japan joined the company in sept, 2005 as strategic partner, having 12% equity stake in the company.strategic partner, having 12% equity stake in the company.

3030

CVCI (Citigroup Venture Capital International) CVCI (Citigroup Venture Capital International)

InvestmentITL-9.5% InvestmentITL-9.5% InvestmentICML-18%InvestmentICML-18%

In June 2005 the Citigroup Venture capital joined the company as In June 2005 the Citigroup Venture capital joined the company as financial partner, having equity stake of 9.5%.financial partner, having equity stake of 9.5%.

3131

YANMAR,Japan YANMAR,Japan

Investment-12%Investment-12% Yanmar company limited, Japan joined the company in sept, 2005 as Yanmar company limited, Japan joined the company in sept, 2005 as strategic partner, having 12% equity stake in the company.strategic partner, having 12% equity stake in the company.

3232

MG ROVER Group Limited MG ROVER Group Limited

Entered into technical collaboration agreement with MG ROVER Entered into technical collaboration agreement with MG ROVER Group Limited.Group Limited.

3333

Magma Shrachi Finance Magma Shrachi Finance

The company entered into the joint venture with Magma Shrachi The company entered into the joint venture with Magma Shrachi Finance limited on 10th august 2007 to incorporate a new companyFinance limited on 10th august 2007 to incorporate a new company with 74:26 (Magma-ITL) ratio of equity participation for financing with 74:26 (Magma-ITL) ratio of equity participation for financing tractors of manufactured by the company.tractors of manufactured by the company.

3434

JM Financial Trustee Pvt Ltd, a company of JM Group joined the JM Financial Trustee Pvt Ltd, a company of JM Group joined the company in Jan, 2007 as Financial Partner with the equity stake of company in Jan, 2007 as Financial Partner with the equity stake of 5%.5%.

JM Financial Trustee Pvt Ltd

3535

3i Agri-Vehicels

InvestmentITL-10% InvestmentITL-10% InvestmentICML-10%InvestmentICML-10%

3i Agri-Vehicels limited joined the company as financial partner in 3i Agri-Vehicels limited joined the company as financial partner in March, 2006 with the equity stake of 10%.March, 2006 with the equity stake of 10%.

3636

THANKSTHANKS