2 Conquest Study of Mahindra & Mahindra By Vikrant Adhav_ Marketing

8/7/2019 2 Conquest Study of Mahindra & Mahindra By Vikrant Adhav_ Marketing

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A Project Report on

Conquest Analysis of M & M For Nagpur District

At

Mahindra & Mahindra Ltd, Farms Equipment Division, Nagpur

Submitted to University of Pune

In the partial fulfillment of the degree of

Master in Business Administration

Submitted by

Vikrant R Adhav

MBA (Marketing)

(2005-2006)

Under the guidance of

Prof. Abhay Kardeguddi

Vishwakarma Institute of Management, Pune

2005-2006


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TO WHOMSOEVER IT MAY CONCERN

This is to certify that Mr. Vikrant R Adhav is bonafide student of Vishwakarma

Institute Of Management, Pune. He has successfully carried out his Summer

Project titled,

Conquest analysis Of M & M For Nagpur District in M & M, Farms

Equipment Division, Nagpur.

This is the original study of Mr. Vikrant R Adhav, and important sources used by

him have been acknowledged in his report. The report is submitted in the partial

fulfillment of two-year full time course of Master in Business Administration

(2004-2006) as per the rules of the Pune University. He has worked under our

guidance & direction.

Dr Sharad Joshi Prof.Abhay Kardeguddi

(Director, VIM) (Project Guide)


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ACKNOWLEDGEMENT

I, Adhav Vikrant Ramkrishna feel highly enraptured while

expressing my deepest sense of gratitude & indebtedness towards

Mr. A.K Vij, Mr Kiran Shardul (Marketing Dept) for the supervision

& guidance to the project with keen interest & enthusiasm .

I am very thankful to Mrs.Lalita Nene, Mr.S Chatterji for

giving me an opportunity of In plant Training in their esteemed

organization

I am also thankful to Mr.Abhay Kardeguddi (Project Guide)

for guiding me throughout the project.

I am also thankful of Dr.sharad Joshi for his valuable guidance.

Lastly, I am thankful to all those who directly or indirectly

rendered help in completion of this project.

My best wishes are with them & The Company.

Yours Thankfully,

Vikrant Ramkrishna Adhav

M.B.A II (MARKETING)


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CONTENTS

1. Objective Of The Project

2. Company profile

3. Executive Summary Of The Project

4. Research Methodology

5. Analysis & Interpretation Of Data

6. Conclusion

7. Suggestion

8. Bibliography


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Objective Of The Project

The main objective of the project is To carry out Conquest analysis i.e.Victory Analysis of M & M Tractors in Nagpur District

The other Objective of the project are as follows

To know about the preferences of M & M owners & Swaraj ownerswhile buying a tractor

To know awareness Of M & M & Swaraj owners about othertractors & models

To know the Information Sources Preferred by M & M & Swarajowners before buying tractors.

To Know the persons who influences the final buying decision ofcustomer &To Know Performance parameters taken intoconsideration by M & M & Swaraj owners before buying tractor

To Know Likes & Dislikes of M &M owners about M & M Tractor & toknow the reasons due to which Swaraj owners did not bought M &M tractor

To know the Sources of Finance used by Tractor owners

To know 2nd choice of M & M ,Swaraj owners while purchasingtractor

To know crops grown , Land owned, Habits of tractor owner,Use of tractor.


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Mahindra & Mahindra

Company Profile

Mahindra & Mahindra Limited, the flag-ship company of India's Automobile

giant the Mahindra Group, was founded by two enterprising brothers K.C,

Mahindra & J.C. Mahindra in 1945 just at the dawn of India's Independence with

a vision to manufacture and market Jeeps.

Today, Mahindra & Mahindra is one of the top ten private sector

companies in India. The core business of the group of producing Utility Vehicles,

Light Commercial Vehicles and Tractors has grown by leaps and bounds over

these years.

Mahindra & Mahindra Ltd., manufacturing facilities together cover an area

of over 5,00,000 sq. meters employing over 17,000 technical and non-technical

personnel. It can boast of having 8 state-of-the-art factories. One of the most

progressive and dynamic divisions of Mahindra & Mahindra Ltd., is the Farm

Equipment Sector (Tractor Division) which was started way back in 1963.

The late 1960's witnessed the beginning of a new revolution in India. The

Green Revolution".

Mahindra & Mahindra took the lead and responded by launching their new

"INTERNATIONAL" range of modem high performance tractors. In technical

Collaboration with the international Harvester Co. Ltd.,U.K., it set up international

Tractor Co. of India Ltd. (LT.C.I) in 1963. The initial annual production was 3500

tractors , which gradually rose to 16,000 Tractors, in 1978. I.T.C.I merged with

the parent company to be rechristened as Mahindra & Mahindra Ltd. Tractor

Division, which now has a capacity of producing over 80,000 tractors The Farm

Equipment Sector has manufacturing facilities at four locations i.e.

Kandivil - A western suburb of Mumbai in the State of Maharashtra

Nagpur, - The Orange City of Maharashtra


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Rudrapur - In Uttaranchal

Jaipur In Rajasthan

Market Position:

Mahindra & Mahindra Ltd., is the market leader consecutively for 22 years

in the Indian Tractor industry, since 1983, with a market share of 31%. The

Company has already produced and sold over 10,00,000 Tractors.

M& M has 4 factories, 27 Area Offices, 500 Dealers, & 78 Stockiest in India. In

Maharashtra it has 32 Dealers & 11 Stockiest .

In addition to capturing the domestic market, M&M has also made

significant progress in the intensely competitive overseas market. The company

has already exported over 8500 Tractors to African Countries viz.

Zimbabwe,Zambia,Malaysia,NewZealand,Australia,Thyland,Turkey,Ghana

,Syria,Iran,Sudan,Chile,Mexico,Guyana,Uganda,Kongo,South Africa &

neighboring Countries Nepal, Srilanka, Bangladesh ,China etc.

M&M has also achieved a major break through in the U.S. Market.' The

company has already exported over 6500 Tractors and have established a new

subsidiary' in the US viz. Mahindra U.S.A.Inc., at Houston with the objective of

increasing its sales in the U.S.A.

Quality Standards :

Mahindra & Mahindra has also received ISO:9001(Kandivali Plant), & ISO

9002 QS-9000 (Nagpur Plant) the prestigious international quality certificate from

RWTUV Germany for Design, Manufacture, Marketing & Servicing of Tractors.

Mahindra Tractors Are at the cutting edge of the Tractor industry determined to

be the 'WORLD LEADER BY THE YEAR 2005.M&M has won DEMING

ALLPICATION PRIZE in 2003 given by JUSE,JAPAN. It is the only tractor

company in world to get this prize for quality Management.


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Our Present Product Range

Up to 30 HP 30-40 HP More than 40-HP

Yuvraj Arjun 445 DI 575 DI Sarpnch

265 DI Sarpanch 275 DI Sarpanch 575 DI Bhoomiputra

265 DI Bhoomiputra 275 DI Bhoomiputra 585 DI Sarpanch

475 DI Sarpanch Arjun 605 DI

475 DI Bhoomiputra Arjun 555 DI

Marketing Bulletin

Regarding Tractor Sales

May 2005 May 2004

Make Sales Market Sales Market

share Share

I(%) (%) I

MAHINDRA 6081 31.9 4391 25.3

TAFE 2835 14.9 2589 14.9

SWARAJ 2569 13.5 2441 14.1

SONALIKA 1843 9.7 1503 8.7

ESCORTS 1527 8.0 2662 15.3

EICHER 1361 7.1 1305 , 7.5

HMT 620 3.3 690 4.0

OTHERS 2226 11.6 1771 10.2

INDUSTRY 19062 100 17352 100TOTAL

Source: TMA


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Special Features of Mahindra Tractor :

Since Mahindra Tractors have been manufactured by using advance technology

& also manufactured in a factory possessing ISO-900l & QS-9000. Therefore

there exist some special features.

These Special features of Mahindra Tractors are as given below:

1) Proper & effective utilisation of fuel.

2) Less - maintainance cost.

3) More deep ploughing is possible

4) Engine is having longer life.5) Comfortable driving

6) Gar-box suitable for all kinds of works is present

7) Mahindra Tractor works excellently in all types of soils

8) 2 years or 2000 hrs. warranty

9) Safety Brakes arrangements are present

10) High load carrying capacity

Special features of Arjun model of Mahindra Tractor:

The Arjun model is a new model launched by Mahindra &.Mahindra. The special

features of this Arjun model are as given below:

1) Due to Double Life P.L.F. - Engine

a) Tractor is possessing high power

b) Engine Life is 8000 hrs

c) Saving of fuel.

2) Due to Hy- TECH-HYDRAULICS - attachment, Tractor is having higher load

carrying capacity & therefore Tractor becomes more suitable for Agricultural

work & other work.


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3) Due to DRY TYPE AIR CLEANER ,tractor is having longer life, lessmaintenance & good protection to engine.

4) Due to Power Steering tractor is easy for driving

5) Due to Constant Mesh Gear Box Attachment, shifting of gears becomes easy& tractor become more suitable for agriculture work.

6) Battery is having less maintenance.

7) Less consumption of Diesel & oil.

8) Powerful Halogen lamps become more useful in night.


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Project Introduction

The project was carried out in Nagpur District. The areas to becovered were those areas where tractor population is good.

The areas covered in this project are Mouda, parsheoni, Nagpur, Hingna,

Kamthi, Ramtek .These areas are Taluka places & their surrounding villages.

The sample size was 60 Owners of M & M tractors & 30 owners of Swaraj

tractors.

The reason behind selecting Swaraj Co is that Swaraj is the main Competitor

Of M & M tractors in Nagpur Region.

The tractor owners contacted during the project were the owners who had bought

M & M and Swaraj tractors during last 5 yrs. Majority of tractor owners are the

owners who had bought tractor in last 3 years.

The reason behind taking 30 no as sample size of Swaraj owners is that even

though they are main competitors of M & M, their tractor population is less as

compared to M & M.

The data was collected by using a Questionnaire .The Questionnaire contains

five Sub topics Tractor History, Consideration &Awareness ,Buying Process ,

Purchase details & Profile of the Respondent.

In Tractor History all the details about tractor is taken like Make & model

Registration No etc.

In Consideration & Awareness the Other tractors considered by respondent at

the time of buying & are awareness about other tractor companies is tested.


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In Buying Process the information sources used by tractor owners, Main

influencers on final decision are traced out

In Purchase details, the financial Sources Used, Price of tractor, is traced out.

In Profile of the Respondent, The Crops grown, Land Cultivated, use of tractor

for Agriculture & Non agriculture, His habits, His Financial Position is traced

After filling the entire questionnaire the data collected is Analyzed, Interpreted

using various techniques

After all this the conclusions are drawn .Finally on the basis of all this

Suggestions are given to the Company.


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Research Methodology

Research Instrument: Structured Questionnaire

Sampling Plan:

1. Sample method: convenience sampling

2. Sample size : 90 for M & M and 30 for Swaraj

Sampling Design:

Convenience Sampling

There are various method of sample design are available but t conduct this

Survey we select Convenience Sampling which is based on Convenience of

Researcher. The respondent sample is included in it merely because of their

availability on point where survey is in progress & tractor being up to 5 yr old.

Types Of Data

Basically there are two main types of data

1) Primary data

2) Secondary Data

1) Primary Data :-

The primary data are those which are collected fresh &for the first time &

thus happen to be original in character. Such data are published by authorities

who themselves are responsible for their collection.

2) Secondary Data :-

The secondary data are those which have already been collected by some

other agency & which have previously been collected by some organization to

satisfy it s own need but it is being used by other department under reference for

an entirely different reason.


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Methods for collecting Primary Data:

a) Interview Method of Data Collection

b) Observation Method of Data Collection

c) Questionnaire Method of Data Collection

Method for collecting Secondary Data

d) Record ReviewMethod of Data Collection

For Project

Methods for collecting Primary Data

For our Project we used following method

a) Questionnaire Method of Data Collection

According to this method a questionnaire is used for asking questions to

respondents. A special & related question format is prepared for this.

Method for collecting Secondary Data

a) Record Review Method

According to this method of secondary data collection manuals,

magazines, brouchers, pamplets & annual reports of M & M Co have been

studied to gather the necessary information.


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Total Samples Of Tractor Owners Taken In Nagpur District

90 nos.

Company wise Distribution

1) Mahindra & Mahindra 60 no

2) Punjab Tractors Ltd 30 no(Swaraj Tractors)

Areas Covered In Project

Mouda, Ramtek, Parsheoni, Kamthi, Hingna, Nagpur

Area wise sample Distribution

No Area M & M Swaraj

Total1 Mouda 12 18 30

2 Ramtek 11 02 13

3 Kamthi 18 05 23

4 Parsheoni 10 03 13

5 Nagpur 06 02 08

6 Hingna 03 00 03

Total 90 30


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Model & Year wise distribution of M & M owners

ModelNos

.

Jan-

Dec.

2001

Jan-

Dec

2002

Jan

Dec

2003

Jan

Dec

2004

Jan

Dec

2005

475 DI Sarpanch 16 1 1 5 8 1

475 DI

Bhumiputra 2 0 0 0 0 2

575 DI Sarpanch 20 2 3 3 8 4

595 DI

Superturbo 8 0 0 0 6 2

275 DI Sarpanch 5 1 1 0 0 3

275 DI

Bhumiputra 2 1 0 1 0 0

Arjun 605 DI 5 0 0 2 1 2

Arjun 555 DI 2 0 1 0 1 0

Total 60


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Model & Year wise distribution of Swaraj owners

Model Nos

Jan- Dec.

2001

Jan- Dec

2002

Jan Dec

2003

Jan Dec

2004

Jan Dec

2005

Swaraj 735 FE 6 2 1 1 2 0

Swaraj 744 FE 16 0 2 3 1 0

Swraj 855 7 1 2 1 2 1

Swaraj 855Delux 1 0 0 0 0 1

Total 30

Q. 3 a) For M & M Owners

M & M

as 1st

ChoiceTotalM & M Repeat

buyer

Other tractors as 1st

choice

60 20 29 11

Total M & MSwaraj

FNH L & T MF Escorts Sonalika

60 49 4 2 2 1 1 1


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Most Considered Model

No Model Nos Percentage

1 575 DI Sarpanch 47 78.33

2 475 DI Sarpanch 45 75

3 275 DI Sarpanch 19 31.66

4 595 DI Super Turbo 14 23.33

5 605 DI Arjun 11 18.33

6 265 DI Sarpanch 8 13.33

For Swaraj owners

Total No of

owners

M & M as

1st choice

Sonalika as1st

choice

Swaraj as 1

st choice

30 15 14 1

Most Considered Model


1 Swaraj 735 FE 19 63.33

2 Swaraj 744 FE 28 93.33

3 Swaraj 855 28 93.33

4 Swaraj 724 FE 5 16.66

5575 DI

Sarpanch 12 40


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6475 DI

Sarpanch 14 46.66

Q. 3) C) Awareness of M & M owners about M & M

and other tractors


1 Eitcher Co. 39 65

2 Messey Fergusson Co. 36 60

3 Swaraj 744 FE 30 50

4 Swaraj 855 30 50

5 Escorts 37 61.66

6 575 DI Sarpanch 34 56.66

7 475 DI Sarpanch 33 55

8 M & M Co. 26 43.33

9 Sonalika Co. 28 46.66

10 275 DI Sarpanch 25 41.66

11 Swaraj Co. 30 50

12 Ford New Holland 29 48.33

13 L & T John deere 26 43.33

14 Swaraj 735 FE 21 35


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Awareness of Swaraj owners about M & M and other tractors


1 Messey Fergusson Co. 25 83.33

2 Escorts Co. 22 73.33

3 Swaraj 744 FE 22 73.33

4 Swaraj 855 22 73.33

5 Swaraj 735 FE 21 70

6 575 DI Sarpanch 20 66.66

7 475 DI Sarpanch 20 66.66

8 275 DI Sarpanch 17 56.66

9 Eicher Co. 17 56.66

10 Sonalika Co. 16 53.33

11 Ford New Holland Co. 14 46.66

12 L & T Co. 14 46.66


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Q. 4) Information Source / Information Sources

For M & M

No Source Nos Percentage

1 Friends/Relative 50 83.33

2 Other tractor owners 56 93.33

3 Mechanic 39 65

4Previous experience of

tractor 19 31.66

5 Tractor Dealers 19 31.66

6 Family Members 16 26.66

7 Sales Person 1 1.66

For Swaraj Owners

No Source Nos Percentage (%)1 Other tractor owners 30 100.00

2 Friends/Relative 27 90.00

3 Mechanic 21 70.00

4 Tractor Dealers 15 50.00

5 Family Members 06 20.00


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Q 5) Main Influences

For M & M For Swaraj

No Influences NosPercentage Nos Percentage

1 Family members 9 15 4 13.33

2 other relatives 1 1.66 0

3 Friends 5 8.33 1 3.33

4 Other Tractor Owners 17 28.33 15 50

5 Tractor Dealers 3 5 0

6 Mechanic 0 0

7 Television 0 0

8 Own decision 25 41.66 10 3.33

Total 60 30

Q. 6) Factors affecting buying decision :

For M & M For Swaraj

No Factors Nos Percentage Nos Percentage

1Reasonable smaint/

Running cost 51 85 27 90

2 Fuel efficiency 40 66.66

3Cheap & easy avail ofspares 31 51.66 6 20

4 Engine power 28 46.66 20 66.66

5 Easy avail of service 24 40

6 Application suitability 18 30 12 40

7 Fase of driving 11 18.33

8 Tractor styling 6 10


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9 Resale value 7 11.66

10 Good financing option 7 23.33

Q.7 ) Liked Parameters to M & M owners

No Factors Nos Percentage

1 Tractor quality 43 71.66

2 Power 31 51.66

3 Fuel Efficiency 39 65

4 Driving Comfort 27 45

5 Styling of Model 25 41.66

6 Status 15 25

7 Spares availability 4 6.66

Disliked Parameters to M & M owners

No Factors Nos Percentage PreWarranty

PostWarranty

1Experience atdealership 14 46.66 7 7

2 Price 5 16.66

3 Wear of rear tyres 5 16.66 4 1

4 Size of fuel tank 4 13.33

5 Hydraulic Problem 4 13.33 3 1

6 Oil Leakage 3 10 3

7Sales PersonsBehaviour 3 10 1 2

Note : 30 owners have no dislike at all.


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Q. 8) Main (Only) cause for not buying M & M

No Cause Nos.

Percentage

Previously

ownedM&M

1 Relevant Financing not available 6 20 2

2 Friends advice 5 16.66 1

3 More maintenance of small type 4 13.33 1

4 Less speed in work 3 10 1

5 Plough work not good 2 6.66

6

Others (Dealers advice ,want totry new tractor , dealers lateapproach, not good in mud ,Toocostly

10 33.33 2

Other important reasons.

No Cause Nos1 Friends advice 8

2 Low fuel efficiency 6

3 Not enough power 5

4 No tractor owner friend have it 4

5 Relevent financing 4


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Q.9 ) a) About Discount

CompanyNo. of customers getting

Discount

In Last 2

yrs.

Before Last

2 yrs.M & M 10 9 1

Swaraj 3 2 1

Total 13 11 2

Q. 9) C) About Implements

CompanyWithout

ImplementsPercentage

Withimplements

Percentage

M & M 57 95 3 5

Swaraj 26 86.66 4 13.33

Total 83

Q. 9) e) Managing Finance For Tractor

No Sources of Funds Nos M & M Swaraj

1Complete Cash DownPayment 17 13 4

2Partly from loans & Partlyfrom savings 66 42 24

3 By selling old tractor 7 5 2


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For M & M owners

NoSources of

Funds

NosWithinlast 2

yrs

PercentageBeforelast 2

yrs

Percent

age

1Complete Cash DownPayment 13 9 69 4 31

2Partly from loans &Partly from savings 42 33 78 9 22

3 By selling old tractor 5 3 60 2 40

For Swaraj owners

No

Sources of Funds NosWithin

last 2 yrsPercentage

Beforelast 2 yrs

Percentage

1Complete CashDown Payment 4 1 25 3 75

2Partly from loans &Partly from savings 24 18 75 6 25

3By selling old

tractor 2 2 100 0 0


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Q. 11) Source of Loans

No Source of Funds M & M Swaraj

1 Loan & Savings 42 24

No Company NationalisedBank

CooperativeBank

Pvt.Finance

Companies

Pvt.Bank

Total

1 M & M 31 3 8 0 42

2 Swaraj 18 3 2 1 24

No

M & Mowners(Within

warranty)

NationalisedBank

CooperativeBank

Pvt.Finance

companiesPvt Bank

1 33 22 3 8 0

(MMFSL-7)


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Q. 12) Selling Old Tractor

No.M & M

Within 2yrs Before 2 yrs

1

5

(M & M to M &M = 4MF to M & M = 1) 3 2

Swaraj

1 2 2 0

MF to Swaraj 1, Ford to

Swaraj =1

Q.13) 2nd Choice of M & M owners

No Company Name Nos Reason

1Swaraj 31

Good Power, Working speed, Low maint, success in area,good in farm & mud

2 MesseyFergusson 10

Previous experience, goodfule efficiency, good quality,less maintenance

3 L & T John Deere 6 Good power, Less maint.

4Sonalika 3

Good quallity, less maint,brand name

5 Eicher 3 Good substitute to M & M

6 Ford 3 Good in farms

7 HMT 1 Low maintenance

Note : 4 Customers told that they will not buy any tractor other than M & M


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2nd choice of Swaraj owners

No Company Nos Reason

1M & M 28

Less maint, Fuelefficiency, Brand name,Spare availability

2 Sonalika 1 Low maintenance

3 L & T 1 Wish to try new tractor

NoPreviously owned M

& MM & M to

M & MM & M to Swaraj

1 27 20 7

NoPreviously owned

SwarajSwaraj

to M & MSwaraj to Swaraj

1 5 0 5

No Shift from - to Nos

1 MF to Swaraj 2

2 MF to M & M 2

3 Ford to Swaraj 2


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Q. 16 : Cultivating Practices

No Activities Nos M & M Swaraj

1 1 to 5 & 12 49 35 14

2 1 to 5 12 9 3

3 1 to 6 & 12 29 16 13

4 1 to 6 0 0 0

Total 90 60 30

1- Breaking land, 2- levelling field, 3- Ploughing, 4- Removing grass,5 - Cutting crops residue, 6- Sowing 12 - rent to others

Q. 17 : Non Agricultural activities of Tractor Owners

No Activities Nos M & M Swaraj

1 None 36 26 10

2 Transporting Goods 45 27 18

3Transportingpassengers 0 0 0

4 Construction 1 1 0

5 (2 & 4) 8 6 2

Total 90 60 30


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Q. 18) Habits Of Tractor Owners

No Items M & M Swaraj

1 Watch TV (DD1) 50 28

Watch cable 10 2

2 Listen to Radio 18 7

Not listen to Radio 42 23

3

Reads magazine (Indiatoday, Krishi vigyan,Saptahik sakal,Nyanganga

4 1

Q. 22) Margin Money paid to dealer

No Amount M & M Swaraj

1 30,000 2 0

2 40,000 2 1

3 50,000 7 7

4 60,000 12 8

5 70,000 5 1

6 75,000 12 3

7 80,000 5 2

8 90,000 1 2

9 1,00,000 12 610 1,15,000 1 0

11 1,20,000 0 0

12 1,50,000 1 0

Total 60 30


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Conclusions

The main reasons for M & M s Victory are Parameters like Reasonable

maintenance ,Fuel efficiency, Cheap & Easy Availability of Spares &

Service, Engine Power, Application suitability

All the respondents including Swaraj Owners Knows M & M tractor& its

models

56 % of the Swaraj owner's first choice was M & M & 90 % of

Swaraj owners rates M & M as 2nd choice

Apart from M & M other most known tractor companies are Eicher,Messey

Fergusson,Escorts,Swaraj,Sonalika

In both cases i.e. M & M and Swaraj the mostly used Information sources

are Other Tractor Owners, Friends/Relatives,& Mechanics resply

In case of M & M the main Influencers in final buying decision are Own

decision, Tractor owners, family members. But main Influencers is

Owners own Decision

In case of Swaraj Main Influencers in final buying decision are Other

tractor owners,Own Decision resply, But main Influencer is Tractor

owners.

In case of M & M the parameters affecting buying decision are

Reasonable maint, Fuel Efficiency, Cheap & easy avail of spares&

Service,& Application suitability.

In case of Swaraj the parameters affecting buying decision are

Reasonable Maint,engine Power, Application suitability.


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The Most Liked Parameters to M & M owners are Tractor Quality

Power,Fuel Efficiency,Driving comfort,& Styling of model

The Most Disliked parameters to M & M owners are Experience at

Dealer,Price,Wear of rear tyres,Hydraulic Problem.

The main reason for not buying M & M are Relevant financing sources not

available, Friends advice, More maintenance.

Most of the tractor owners of both M & M and Swaraj don t buy

implements along with tractor.

Most of the tractor owners ,of both M & M and Swaraj has taken loan for

buying tractor.

75% of M & M & Swaraj owners both has taken loan from Nationalized

Banks.

45% of M & M and 60% of Swaraj owners use tractor for Transporting

Goods

43% of M & M and 33% of Swaraj owners don t use tractor for non-

agricultural use.

Not a single Tractor owner took Test Drive before buying tractor

Doordarshan is most popular T.V.channel & Lokmat is the most popular

Newspaper

93.33% of M & M owners have only one tractor & remaining have more

than 1 tractor while in case of Swaraj 100% of Swaraj owners have only

one tractor.

The main Crops taken by Tractor owners are Soya bean,

Paddy,Wheat,Gram,Cotton,Vegetables,


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Suggestions to Company

Dealer Coverage should be increased i.e No of Salesmans, Frequency of

visits etc.

Customer Care Executives Should be appointed at Dealer & at workshop

both & should treat them with respect.

Competitor Customer meets should be arranged.

MMFSL services reach to be increased.

Post Warranty customers should be contacted at regular interval by

Sales & Service team

Old Tractor exchange Mela sShould be arranged.

Local Mechanics (Reddy s) at Tarsa area should be persuaded about their

opinion of M & M tractors.

Service reminders /Schedule should be send to all customers.

Warranty Policy & procedure for O.E parts should be explained to

customer by salesman & service team.

For Advertisement of Company Scheme & dealer scheme Doordarshan is

the best T.V. Channel & Lokmat is the best Newspaper

Tractor rallies should be held in Hingna & surrounding areas.


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Dealer should provide enough time to tractor buyers for making loan

proposals.

Tractor Dealers should give enough time to customers formaking loan

proposals

The reasons for sales of Swaraj tractor are reasonable maintenance,

Good Financing options, application suitability. These parameters should

be taken into consideration by M & M .

Schemes like free gifts on purchase of tractor should be encouraged more

Information about tractor, service, Warranty, schemes can be given to

Customers in VCD as nearly 50 % of tractor owners have VCD players

The disliked parameters like experience at dealer, tyre problem,sales

person s behaviour should be removed

Trained mechanics should be appointed both at workshop & for field visits

for attending complaints


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Bibliography

1. www.mahindraworld.com (M & M Company s Web Site)

2. Philip Kotler, Marketing Management (Pearson Education Publication,

11th Edition, 2001)

3. C.R.Kothari, Research Methodology Methods & Techniques (Wishwa Prakashan,

2nd Edition, 1999)

4. M &m Company s Pamphlets,Brouchers,Magazines,Reports.
http://www.mahindraworld.com/


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Annexure

The following important annexure relevant to this study is enclosed

herewith

Slide 1

0

10

20

30

40

50

60

70

80

Percentage

575DI

Sarpanch

475

DISarpanch

275DI

Sarpanch

595Super

Turbo

605DIArjun

265DI

Sarpanch

Arjun5550DI

Swj855

Models

Most Considered Models By M & M Owners

Slide 2

01020304050

60708090

100

Percentage

Swj735FE

SWJ744

FE

Swj855

Swj724FE

575DI

Sarpanch

475Di

Sarpanch

275DI

Sarpanch

Models

Most Considered Models By Swaraj Owners


46/52

Slide 3INFORMATION SOURCES USED BY M & M ,SWARAJ OWNERS

0

1020

30

40

50

60

Friends/Relative

Mechanic

TractorDealers

SalesPerson

Sources

Numbers

M & M

Swaraj

Slide 4Main Influencers For M & M An Swaraj Owners

0

10

20

30

40

50

60

Familymembers

otherrelatives

Friends

OtherTractorOwners

TractorDealers

Mechanic

Television

Owndecision

Influencers

Percentage

M & M

Swaraj

Slide 5PARAMETERS AFFECTING BUYING DECISION

01020304050

60708090

100

Reason

ablemaint/

Runn

ingcost

Fue

lefficiency

Cheap&ea

syavailof

spa

res

Enginepower

Easyavailofservice

Applicationsuitability

Faseofdriving

Tra

ctorstyling

Resalevalue

Goodfinan

cingoption

Factors

Percentage

M & M

Swaraj


47/52

Slide 6LIKED PARAMETERS OF M & M OWNERS

71.66

51.66

65

45

41.66

256.66

Tractor quality

Pow er

Fuel Eff iciency

Driving Comfort

Styling of Model

Status

Spares availability

Slide 7

0

5

10

15

20

25

30

35

40

4550

Percentage

ExperAt

Dealer

Price

WearOfRear

Tyres

FuelTank

Size

HydrProblem

OilLeakage

Salesman's

Behaviour

Parameters

Disliked Parameters Of M & M Owners

Slide 8

0

5

10

15

20

25

30

35

Percentage

Financing

Not

Friends

Advice

MoreMaint

LessSpeed

Bad

Plughing

Others

Reasons

Main Reasons For Not Buying M & M


48/52

Slide 9Customers Getting Discount

16.66%

10.00%

0.00%

2.00%

4.00%

6.00%

8.00%

10.00%

12.00%

14.00%

16.00%

18.00%

M & M Owners Swaraj Owners

Make Of Tractor

Prcentage

Percent

Slide 10Customers Buying Tractor Without Implements

82

84

86

88

90

92

94

96

M & M Swaraj

Make Of tractor

Percentage

Percent

Slide 11Sources Of Finance

0

10

20

30

40

50

60

70

80

90

Complete Cash Loan & Cash By Selling Old

tractor

Sources

Percentage

M & M

Swaraj


49/52

Slide 12Choices Of M & M Owner

0

10

20

30

4050

60

70

80

90

M&M

Swaraj

L&T

FNH

MF

Sonalika

Escorts

Eicher

HMT

Noothertractor

Percent

1 st Choice

2 nd choice

Slide 13Choices Of Swaraj Owner

0

10

20

30

40

50

60

70

80

90100

M & M Swaraj Sonalika L & T No Other

Tractor

Percent

1st choice(%)

2nd choice(%)

Slide 14

0

10

20

30

40

50

60

Percentage

None

Transport

Goods

Transport

Passengers

Construction

Goods

Transport&

Construction

Uses

Non-agricultural Use Of Tractor

M & M

Swaraj


50/52

Slide 15

0

10

20

30

40

5060

70

80

90

100

Percentage

WtachDD

WatchCable

Listens

Radio

Reads

Magazine

Reads

Newspaper

Habits

Habits Of Tractor Owners M & MSwaraj


51/52


52/52

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