Sales Promotion at New Holland Tractors

Under the guidence of Dipanjay BhaleraoByRavikant Rathod(Marketing ‘68’)

INTRODUCTION

•India being an agriculture dependent country, farm equipments such as tractors have played a very crucial and significant role due to which where we can find the consistency and efficiency in the economy.

•This project deals with how New Holland Tractors Ltd. defines its consumer target and uses its marketing tools in the best way to attract and satisfy their needs and wants competitively and profitably

SECTOR PROFILE

•The Indian automobile sector is one of its most vibrant industries.

•The industry accounts for 22 per cent of the country's manufacturing gross domestic product.

•currently the seventh-largest in the world with an average annual production of 17.5 million vehicles, of which 2.3 million are exported.

Major players

•John Deere India Private Limited•Mahindra & Mahindra•Tractors and Farm Equipment Limited

(TAFE)•Escorts•New Holland

ORGANIZATIONAL PROFILE • New Holland’s mission is to maximize the

success of our customers by supplying innovative products and services nationwide.

• . New Holland Fiat India (NHFI) currently offers technologically superior range of 32 Hp to 75 HP tractors manufactured in the plant based at Greater Noida.

• NHFI is the first company in India to offer most appropriate & advanced mechanization solutions to Indian farmers for enhancing crop productivity.

Product Profile

•Advance hydraulic system to lift the attachments.

•Easy to drive.•Advance Turbo Diesel Engine.•Fuel Efficient.•Servicing after 300 hrs.•Digital Meters.•Auto pilot system

Auto Pilot Feature

Task Undertaken

Sales promotions by•Van activity•Road Show•Demonstration•Bazaar Display

Theoretical Framework

•ROLE OF PROMOTION IN MARKETING

•ADVERTISEMENT •SALES PROMOTION TOOLS •BRAND AWARENESS

OBJECTIVES OF PROJECT• To study the sales promotional activities adopted by

the parent company New Holland Tractors Ltd.• To know the marketability of the products, to identify

major problems the company/dealer is facing and to suggest measures to overcome such problems.

• To analysis the product ranges of the company.• To give suggestions based on the survey to improve

the quality of the products and services.• To study advertising and promotional activities of the

company.• To study the attitude of customers towards the

facilities provided at the centre.

SCOPE OF THE PROJECT

•The scope of the study is limited only to the Nashik city and near by areas.

•The main purpose of survey is to create the awareness of NewHollandTractors to Boost up its sales.

•The promotional activity was restricted only for Nashik.

•The activities were carried out only at specified locations.

METHODOLOGY

 RESEARCH METHODOLOGY •Descriptive Research

NATURE OF RESEARCH •QUESTIONNAIRE

DATA COLLECTION•Primary•Secondary

ANALYSIS

Depends on questionnaire.•Do you own a tractor?•If yes, which tractor do you own?•How much land do you own?•What do you use for farming?•How much cost do you incur on that?•Are you planning to buy a new tractor?

FINDINGS

•After the use of promotional tools, the products got good exposure in the market.

•Most of the public was not aware of New Holland tractors.

•After using promotional tools, I found that the prescription rate of New Holland tractors was increased to a considerable extent.

•Maximum customers allowed to see the Performance, fuel efficiency & affordable price of the product by this promotion.

SUGGESTIONS

Since there is an increasing demand for NewHolland tractors in the market I suggested that,

• Good positioning of New Holland tractors is to be done to the target group.

• In order to promote sale of vehicles of company should undertake massive advertisement through different Medias.

• I suggested that New Holland tractors should provide excellent sales service to the customers.

CONCLUSION• New Holland Tractors has successfully achieved

their objective of getting the potential customers through promotional activities and also to boost the sale.

• The promotional activity was helpful to know the customer’s perception towards New Holland by getting information from promotion

• The customers came to know about New Holland Tractors & its application and its benefits through promotional activities which seemed to be the key factor to achieve the prospective customers.