A

SUMMER TRAINING REPORT

ON

“ Customer Satisfaction

: A case of Sonalika Tractors Ltd.”

Submitted to

Chandigarh Business School

In Partial Fulfillment of the Requirement for the Award of Degree of

MASTER OF BUSINESS ADMINISTRATION

Supervised By: Submitted By:

Mrs. Ramandeep Saini Ankit Kumar

1440404

Chandigarh Business School, Landran, Mohali

2015

Certificate of Supervisor
This is to certify that Mr. ANKIT KUMAR, Roll No. 1440404 has completed the
research project titled “CUSTOMER SATISFACTION under my supervision in partial
fulfillment of the MASTER OF BUSINESS ADMINISTRATION degree of PUNJAB
TECHNICAL UNIVERSITY.

Supervisor’s signature:

Supervisor’s name:

Mrs. RAMANDEEP SAINI

Supervisor’s Designation:

ASST. PROF.

Date:

Place

(Member of Research Committee’s Signature)

Seal of the CBSA

2
Declaration

I hereby declare that the research project report titled “CUSTOMER

SATISFACTION“is my own original research work and this report has not been
submitted to any University/Institute for the award of any professional degree or
diploma.

ANKIT KUMAR

1440404

MBA (3rd sem)

Chandigarh Business School

Date:

Place:

3
 Acknowledgements

I express my sincere gratitude to Company Supervisor Dr. Gurvinder Singh (HR Head )
and college Supervisor Name Mrs. Aarti ( Asst. Prof) for providing me an opportunity
to work on this project. I am very grateful for their constant support and guidance
throughout the duration of the entire project. I express my sincere thanks to Head of
the SONALIKA and our present summer internship coordinator summer internship
coordinator Mr. HPS Virdi (chief Manager) for their guidance and support. I also
express my thanks to Mr. Vikas Thakur . Lastly, I thank my parents, family members
and friends for their constant support in my endeavor.

ANKIT KUMAR

4
 Contents

Title Page 1

Certificate issued by Project Guide /Supervisor 2

Declaration 3
Acknowledgements 4

Chapter: 1……..Introduction (industry profile) 6

Objectives of the project 6

History of Forging Industry 7

Sonalika Group Milestone 8

Sonalika Group Units 9

Chapter: 2……..Company Profile 10

Mission & vision 11

International Tractor Ltd 12-18

Past, Present & future of ITL 19-34

Organization Chart 35

Chapter: 3……..Research Methodology 36

Scope of Research 37

Chapter : 4……Data Analysis & Interpretation.. 38-60

Chapter : 5……Findings 61

Chapter : 6……Suggestions 62

Bibliography 63

Appendix 64-65

5
Chapter-1

Introduction (industry profile)

Sonalika, a special variety of wheat seeds was the major catalyst in ushering green
revolution in India in the early sixties. It was the adaptation of these Sonalika seeds that
resulted in geometric growth in production of food grains in the country.

The spirit of the name Sonalika which literally means 'Sone ki Lakeerein' or Lines of
Gold has not only helped the country in becoming self sufficient in food grains but also
ensured that it turns India into an exporter of food grains through the surplus in
domestic production.

International Tractors Limited, manufacturer of Sonalika Farm Equipment and

Tractors under the brand name 'Sonalika' has taken the same spirit forward not only
in India but to over 70 countries across the world and has become a name to reckon
with.

Incorporated in 1969 to accomplish newer heights of success, Sonalika Group has come
a long way. Today the group is among the top three tractor manufacturers of India and
provides a complete product line including tractors, multi-utility vehicles, engines, farm
machinery attachments, diesel gensets, auto components and pick & carry cranes.

6
Historical evolution

As commercialization of agriculture grew in intensity in the mid to late

1800S the British Raj and the local legislatures and provinces began investing in
agricultural development through support and establishment agricultural research
farms and colleges and large scale irrigation schemes the level of mechanization was
low at the time of independence in 1947.the socialist oriented five years plans of the
1950s and aggreeively promoted rural mechanization via joint ventures and tie-ups
between local industrialists and international tractor manufacturers.Despite this
aggressiveness the first three decades after independence local production of 4-wheel
tractor grew slowly.yet ,by the late 1980s tractor production was nearly 1,40,000 units
per year and by the late 1990s with production approaching 2,70,000 units per
year,India over –took the united states as the world’s largest producer of four –wheel
tractors with over 16 national and 4 multi-national corporation producing tractor
today.

1969 Modest beginning into farm equipment and machine manufacture and earning
name and fame over all these year.

1995 Diversification into manufacture of tractor over whelming response from the
market.

2000 Enter into joint venture with Renault Agriculture France for tractor manufacture
in India.

2002 Started export of tractor to Africa, Asian sub continental.

2004 Started Roll out of 100000 Tractors

7
2004 Started establishment of ICML.

2005 Become the fourth largest tractor manuf. In India.

2005 Roll out of first vehicle from ICML facility.

2005 Joint venture with Yanmar Agriculture of Japan.

2006 Become 3rd largest manufacture of tractor in India.

2007 Rhino Rx model is launched.

2008 Rx Series tractor launched.

2009 (A) Marketing of WORLDTRAC tractor for domestic and international

market.

(B) Gen. Set and Crane manufacturing is started.

2010 (a) Euro 4 Rhino Rx model launched all over India.

(b) New tractor plant for inaugurated in bihar.

(c) New plant for manufacturing of Rotavators and Agriculture

implements.

8
9
Growth rate

Sonalika, the Rs 5000 crore Group, having units at Hoshiarpur in Punjab and at
Fatuah in Bihar and touted as among the top three tractor manufacturers in the
country is tapping newer overseas markets like European Union, Far East and
improving footprint in domestic markets like Maharashtra, Madhya Pradesh and
Gujarat to achieve its aim of increasing tractor sales to 1,00,000 units a year in next
couple of years.

“Good monsoon augurs well for tractor industry in general and Sonalika in particular.
Sonalika’s Solis Tractor that was showcased at an Agri show in Germany and inroads
into European Union Countries, CIS and Far East markets would boost sales” opined
L.D. Mittal, Chairman, Sonalika Group and former Chairman of Tractor
Manufacturer’s Association.

Mittal said that the International Tractors Limited (ITL), a flagship company of
Sonalika Group is a zero-debt company which is now looking at a much higher share of
exports to grow. The ITL already exports to about 70 countries and has set up assembly
lines in Nigeria, Cameroon, Algeria, Brazil, Germany and Argentina, co-owned with
local distributors. He said that Sonalika tractors are a perfect fit in these markets:
"Farmers there want simple and robust machines that they can repair themselves. Our
machines meet those criteria," he says. Now, the idea is to focus on higher HP tractors
and reach out to developed markets in Europe and the United States.

There's a good reason for looking outside India — a tractor sold overseas fetches 30%
higher margin than a unit sold locally. Currently, ITL has international sales of about
10,000 tractors a year, which accounts for 17% of its revenues. Going forward,
Sonalika wants 30% of the increased sales of 100,000 tractors to come from exports.
"We are at just 10% in India [market share]. By expanding reach and network, it
shouldn't be difficult to get to 15-16%," in near future.

He said that in 2010, a Greenfield manufacturing facility was commissioned at Fatuah,

Bihar, with a capacity of 20,000 units a year, while last year the Hoshiarpur factory was
expanded by 20,000. "By December, we will double capacity at Hoshiarpur, from
75,000 to 150,000 . The Bihar plant was a first step outside Punjab, a two-pronged
strategy to augment capacity as well as

reach. "We want to extend our green revolution from the north-west to eastern Uttar
Pradesh, Bihar, Jharkhand, West Bengal, Odisha and the north-east."

10
It has quickly emerged as the fourth largest company in the sector, behind Escorts but
ahead of multinational biggies like John Deere and New Holland—this is as per 2013
figures. The company has also increased its market share over the last two years, from
7.8 percent (in 2011) to 9.9 percent in 2013. “This year, we will become the third largest
tractor company in the country,” says Raman Mittal, son of Deepak Mittal and an
executive director at ITL who handles the company’s marketing vertical. He estimates
that ITL’s share in the nearly 6 lakh-unit per year market will increase to 10.3 percent
in 2014, while Escorts’ share will drop to 10.1 percent.

11
Players in industry

Mahindra Tractors

Name of founder- J.C. Mahindra and K.C. Mahindra

Year of establishment- 1945

Turnover- US $16.2 billion

Products- presence in the aerospace, automotive industry, aftermarket, consulting

services components,, defense, financial services, energy, logistics, retail, , real estate

Location (s)- Mumbai, India

, the farm equipment division of Mahindra & Mahindra, builds and sources tractors that
are sold worldwide across six continents.[1] In 2010, Mahindra became the number one
selling tractor in the world. Mahindra has a huge consumer base in India, China and
America and a growing base in Australia. The company builds more tractors inIndia than
any other manufacturer,[2] and has the capacity to build 150,000 tractors a year.[3] In 1963,
M&M formed a joint venture with International Harvester to manufacture tractors carrying
the Mahindra nameplate for the Indian market.[4]Armed with engineering, tooling and
manufacturing know-how gained from this relationship, M&M developed its first tractor,
the B-275. Mahindra Tractors with sales of nearly 85,000 units annually is one of the
largest tractor companies in the world, and is number one in sales in India - the largest
tractor market in the world.[5] To expand into the growing tractor market in China,
Mahindra acquired majority stake in Jiangling. To raise awareness about Mahindra in the
US, Mahindra USA announced its new sponsorship in the NASCAR Nationwide
Series with R3 Motorsports, which is participating with a #23 Mahindra Tractors
Chevrolet. The car will be driven by Robert Richardson, Jr. Mahindra USA, Inc. announced
a 17-race primary and 18-race associate sponsorship for the 2009 NASCAR Nationwide
Series.[6] With this sponsorship, Mahindra was the first Indian company to sponsor a car
in NASCAR. In 2008, Mahindra was a sponsor of the McDonald Motorsports team which
ran the #81 car in the NASCAR Nationwide Series.[6]

Mahindra Tractors is number one in sales in India - the largest tractor market in the
world.[8] and it has been the market leader since 1983. Its sales are predominantly in the
states of Gujrat, Haryana, Punjab, Maharashtra and the Southern States. Its sales in
Gujarat are under the label Mahindra Gujarat and its sales in Punjab are under the label

12
Swaraj. In 1999, Mahindra purchased 100% of Gujarat Tractors from the Government
of Gujarat ??[9] and Mahindra purchased a 64.6% stake in Swaraj in 2004.

Mahindra Tractors started manufacturing 15HP tractor under the brand name Yuvraj
in Rajkot in 2011. The plant in Rajkot is set up jointly by Deepak Diesel Pvt Ltd and
Mahindra & Mahindra. The plant has a maximum capacity of 30000 tractors per
annum.

Swaraj tractors

In 1965, Government of India research institute CMERI at Durgapur initiated design

and development of Swaraj Tractor based on indigenous know how.

In 1970, Punjab Government acquired the Swaraj tractor's design and

established Punjab Tractors Limited (PTL). It was India's first large-scale totally
indigenous project. The Tractors of PTL are very popular. The company exports

13
Tractors to various countries including USA.

The Swaraj Mazda Limited was promoted in 1983 by PTL in technical collaboration
with Mazda Motor Corporation and Sumitomo Corporation, Japan for the
manufacturing of Light Commercial Vehicles (LCV). Along with Swaraj Automotive
Limited (engaged in manufacturing of automobile seats and recliners) and Swaraj
Engines Limited (manufacturing of engines) Swaraj caters to the need of heavy vehicle
far a large section of the population.

The manufacturing is located at SAS Nagar in Ropar, Asron Village of Nawanshahar

District and Nabha of Patiala District. All the units are in Punjab.

Products
:: LCV- Sartaj, Premium, High Deck, Swaraj 4
:: Bus- School Bus, CNG Bus
:: Tractors Swaraj, Forklift, Combine
:: Others- Ambulance, Fire Brigades, Water tanks, etc.

John Deere India Private Limited

Name of founder – John Deere

Year of establishment – founded in 1837

Turnover – 10,000 + crores

No. of employees – more than 10, 000 subject to changes with recruitment

14
Products- agricultural tractors, farm equipments,

Location- Sanaswadi, Pune (India)

Today, Deere & Company is one of the world's most admired businesses. But in 1837,
John Deere, blacksmith and inventor, had little more than a blacksmith shop, a
discarded steel saw, and an idea that would help farmers, changing the face of
agriculture for all time. John Deere is still dedicated to those who are linked to the land
– farmers and ranchers, landowners, builders, and loggers. And Deere has never
outgrown, nor forgotten, its founder's original core values. Those values determine the
way we work, the quality we offer, and the unsurpassed treatment you get as a
customer, investor, employee.

Our leadership

The quality of a company is expressed through the quality of its leadership. For nearly
175 years, John Deere has benefitted by strong, decisive leaders at its helm, dedicated to
the core principles of integrity, quality, commitment, and innovation.

Our strategy for success

For those who cultivate and harvest the land. For those who transform and enrich the
land. For those who build upon the land. John Deere is committed to your success. This
commitment extends globally with a focus on six key areas – the United States and
Canada, Europe, Brazil, Russia, India, and China. It’s in these areas where at least 75
percent of the world's future growth will occur. And because of our past, our passion,
and our purpose for helping you become more profitable and productive, John Deere is
uniquely positioned to be the equipment supplier of choice.

New Holland
Year of establishment- 1999 for the construction equipment

Network – more than 300 dealers with branch

Products- tractors, agricultural equipments, parts service

Location- Noida, Uttar Pradesh

New Holland Agriculture

15
Since 1895, New Holland Agriculture has been committed
to provide solutions that improve farming efficiency and
productivity by using accessible technology. In 2006
the Clean Energy Leader® strategy was launched for the
active promotion of renewable fuels, emissions reduction
systems and sustainable agricultural technology. New
Holland complements the widest agricultural equipment
offering in the world with efficient Parts & Service
support and a range of tailored financial services from a
specialist in agriculture. With a growing network of over
6,000 dealers across 190 countries, New Holland has been
serving the needs of agricultural sectors across the world
for more than 110 years.

New Holland Fiat India

New Holland Fiat India began its operations in India in

1998 with the launch of its first 70 HP tractor in the
Indian market. Since then, it has tasted unequalled
success with more than 3,00,000 tractors in numerous
applications across India and abroad.

New Holland Fiat India currently offers technologically

superior range of 35 HP to 90 HP tractors in India. It is
the first company in India to offer most appropriate &
advanced mechanization solutions to Indian farmers for
enhancing crop productivity.

Manufacturing Excellence

Spread across 60 acres, its state-of-the-art manufacturing

plant in Greater Noida is one of the most advanced
manufacturing plants in the county with an annual
production capacity of more than 50000 tractors. The
plant is built on the lines of its global manufacturing
facilities and has won many national & international
awards.

Achieved Bronze level in World Class Manufacturing by

scoring 59 points

Received Gold Medal in the Auto & Auto Ancillary Sector

for ‘National Awards for Manufacturing
Competitiveness’ by International Research Institute for

16
Manufacturing (IRIM)

Gold Award for ‘Manufacturing Excellence’ by Frost and

Sullivan

Quality Certifications

The Greater Noida plant aggressively drives Health,

Safety & Quality initiatives and has been awarded with
various ISO certifications, such as:

ISO 14001:2004

OHSAS 18001:2007

ISO 9001:2008

EN 16001:2009

ISO 50001:2011

Research and Development

With a thorough knowledge and understanding of Indian farmer’s requirements, New
Holland has been able to deliver what the Indian farmer wants. This has been made
possible by the extensive research done at the state-of-the-art Research & Development
centre situated at the Greater Noida plant. The New Holland Fiat India R&D centre
uses Hi-tech 3 dimensional computer aided design tools to design new products for
Indian as well as International markets.

Extensive testing is carried out on the products designed and developed in R&D centre
which includes bench testing of components. Performance and reliability tests are also
done keeping in mind the actual working conditions. We are a team of committed
professionals driven by a single goal – to put technology into the hands of farmers,
allowing them to maximise productivity and profitability. Our tractors not just meet
but exceed the requirements of our customers.
Industrial Operations

New Holland India has the following key operational areas:

17
 Engine Assembly and Testing

Makino Machining Centre

CED (Cathodic Electro Deposition) Paint shop

Final Assembly and Testing

Escorts
Name of founder- Mr. H. P. Nanda and Mr. Yudi Nanda

Year of establishment- 1944

Products- railway equipment, agri-machinery, auto components, material handling

equipment

Location- Mumbai, Faridabad, (India)

Escorts has played a pivotal role in the agricultural growth of India for over six
decades. Having pioneered farm mechanization in the country, we have been
developing solutions to enhance agricultural productivity and improve quality of life in
rural India. Taking a step forward, the company launched the 'Jai Kisan' initiative, a
unifying platform to empower the Indian farmer and to make him self-reliant.

The fact that the farm mechanization is the key vector for enhancement of farm
productivity and in many respects the catalyst for the next wave of farm mechanization
has brought about two large customer centric initiatives to the fore at Escorts – New
Products and variants that are aligned with changing and emerging applications & end
usages and the shift of Escorts from being a standalone tractor manufacturer to being a
complete 'Farm Solution' provider.

Escorts is laying greater emphasis on improvement, innovation and effective execution

of its offerings. We are constantly evolving and creating new products to suit market

18
demands. We are closely monitoring the quality of our products and re-gearing our
strategies which are both customer and market focused. The launch of tractors fitted
with 4 - Cylinder engines that are around 15% more fuel efficient than most other
tractors in the market, or the entry segment tractor (Powertrac 429) to cater to the
aspirations of small farmers and first time buyers, or the 'XTRA Torque' series of
tractors that are meant specially for the emerging trends of using 'rotary' implements,
or India's first-ever INVERTER TRACTOR – have been all case in points where the
farmers' 'cost of ownership', his overall operating economics and his need for
enhancing productivity have been supreme considerations for Escorts.

Recognizing the various and hugely differentiated needs of today's Indian farmer,
Escorts has further unveiled its new 'Jai Kisan Series' of tractors. The 'Escorts Jai
Kisan Series' focuses on maximizing farmer productivity by providing differentiated
products that are well suited to agricultural, haulage, infrastructure as well as
specialized applications. The new 'Escorts Jai Kisan Series' is a path breaking initiative
that recognizes the market order for new & varied needs of the Indian farmer,
changing tractor usage for specialized applications and usage of modern and heavy-
duty implements & attachments, thereby offering wider options for agricultural,
infrastructure as well as specialized applications for land development activities.

CHALLENGES OF INDIAN TRACTOR INDUSTRY’

A Buying capacity

1.Reducing of average age of tractor buyer from the age group of above of 40 younger
people

2. Increasing demands

3. Higher expections of conforts levels

19
4. importance for styling and appearances

5.better finish

6. Importance for brand identities

7. fuel economy

8. awareness about latest technologies

9. likes on new models

10. longer life – resale value

B,. New Product Development

1 . rapid prototyping- component development

2. engine performance

3. styling – availability of latest software and technologies

C. New Regulations-

1. emission norms in near future

2. homologation test facilities

3. Engine performance improvement

D. Noise/Safety/Other/Regulation

1. NVH center ogf excellence

2. Roll over testing

3. Crash testing

4. rops testing

5. various gradients

20
Company Profile

FOUNDER - Mr. L.D.Mittal

Sonalika Group - Sonalika group is one of the top automobile and agriculture
machinery manufacturers in India. Apart from tractors its product line includes multi
utility vehicles, three wheelers, engines and various farm equipments and implements.
Established in 1969, Sonalika group since the inception has tried to understand
customer need to be facilitating them with its value for money products. The Company
has a state of art manufacturing facilities, spread in approx. 65 acres, located in Chak
Gujran Hoshiarpur and AMB in Himachal Pradesh.

Sonalika is the one of the top 3 tractor manufacturing companies in India, other
products include of, Multi utility vehicles, engines and various farm equipments. Today
the group stands tall with an approximate turnover of 5000 Crore INR. An average
growth of 30% makes it one of the fastest growing corporate in India. It is also one of
the few debt free companies. Group has strength of about 3000 employee &
technocrats. The company works on the maxims of low production cost and clean and
safe environment. Such efforts have fetched the company the accreditation like ISO
9001.

21
Sonalika group products exist in various international markets. Company product
exported to Algeria, Angola, Armenia, Australia, Bangladesh, Cameroon, Ethiopia,
Ghana, Ivory Coast, Malawi, Malaysia, Mauritius, Mozambique, Nepal, Oman,
Republic of Benin, Senegal, South Africa, Srilanka, Sudan, Canada, Zambia, Syria,
Togo, Tunisia, Ukraine, and Zimbabwe

Company has also collaboration with Renault Agriculture ltd. France in 1999.Renault
Agriculture Provided State of art Technology and latest design.

22
history

INTERNATIONAL TRACTORS LIMITED

Sonalika Agro Industries Corporation was established in 1969 to support the Indian
farmers with mechanization technology to facilitate persistence of green revolution

International Tractors Limited was incorporate on October 17, 1995 for the
manufacture of Tractors and has since then built a distinct position for itself in the
Tractor industry. ITL is manufacturing various Tractors of Sonalika brand between
30 H.P to 90 H.P, and CLASS brand between 70 hp to 90hp. The tractors manufactured
by company have secured a reputation of performance, quality and reliability in the
market because of their maximum pulling power, minimum fuel consumption and low
emission. All this makes ITL one of the top five tractor selling companies in India.
These tractors are also exported to various countries including South Africa, Australia,
Zimbabwe, Sri Lanka, Canada, Bangladesh, Algeria, Zambia, Senegal, Ghanaetc.ITL
has entered into strategic alliance with YANMAR of Japan for joint manufacturing
tractors in India. ITL has a marketing arrangement with TATA International for
development of selected South American and African market. The companys marketing
efforts are promoted by dealer network of 600, and 450 sub dealers. Such a networking
has enabled the company to grow like a well-knit family whose roots lie in its customers,
who have providing constant feedback andsupport to allow the company to turn their
dreams into products.They are also manufacturing tractors, meeting norms of Smoke
& Mass Emission, Tested andcertified by ARAI, Pune. United States Environmental
Norms Agency, Washington DC has alsocertified our Engines. These certifications
enabled SONALIKA Tractors to enter into worldMarket. All the Models of Tractors
and Combines Harvesters manufactured by us are tested &approved by central Farm
Machinery and Tractors Training & Testing Institute, Bundi (MP)India, (the
Government of India Institute authorized for issuing test reports).

Address-

International Tractors Limited Jalandhar Road, Hoshiarpur (Pb.) Pin-146022(India)

23
ACHIEVEMENTS

Company has produced smoke free diesel engine

Company has increased its production of diesel engines up to 60 engines per day
International Tractor Limited has a network of network of more than 1000 deale
rs
Computerized tractor plant-First Indian tractor engine750III conforming to
Euro II norms
Pride of country awarded to Sh L.D MIttal, Chariman.
Gold medal awarded to Sh. A.S Mittal, Vice Chairman

Udyog Bhushan awarded to Sh. Deepak Mittal, MD

24
products

Tractors
Incorporated in 1969 to accomplish newer heights of success, Sonalika Group has come
a long way. Today the group is among the top three tractor manufacturers of India.

Introduction to the Project:-

The project report is on the topic “A case study of Customer Satisfaction level in
SONALIKA INTERNATIONAL TRACTOR LTD.” The project has been
completed partially at Sonalika Tractor Service Department Hoshiarpur.

Silent Generator
Incorporated in 1969 to accomplish newer heights of success, Sonalika Group has come a long way.
Today the group is among the top three tractor manufacturers of India.

25
 Agriculture Implements
Incorporated in 1969 to accomplish newer heights of success, Sonalika Group has come a long way.
Today the group is among the top three tractor manufacturers of India.

Engines
Incorporated in 1969 to accomplish newer heights of success, Sonalika Group has come a long way.
Today the group is among the top three tractor manufacturers of India.

26
Organization structure
Sonalika group divided into four companies’ .Sonalika group units is as follow:

SONALIKA
GROUP

INTERNATIONAL INTERNATIONAL
IINTERNATIONAL SONALIKA AGRO
CARS AND MOTOR AUTOTRAC FINANCE
TRACTOR LIMITED INDUSTRIES
LIMITED LIMITED

ORGANISATION CHART FOLLOWED BY ITL:-

27
 Chairman

Vice - Chairman

Managing Director

Chief Operating Officer

Joint Chief Operating Officer

HOD of Every Dept.

Managerial Staff

Executives

28
 Support Staff

Worker

RESEARCH METHODOLOGY

The research is basedon secondary data and collected from various source. Full
information about tractors industrythat will give a view of its future aspect and current
position of tractors industry.

Viewing the annual reports of market players to know the working method. The main
volume of its agriculture and manufacturing core sector and using the reprt of national
and international report give full view of industry

29
Need for the study

Every business enterprises required vital information to keep alive. It is day to day
business activities. The nature of information required, differ from situation to
situation. Supporting organization is evaluating its marketing efforts. Then marketers
has to appraise the marketing efforts and then has to find means od improving it, and
then information required is of consumer research. After the evaluating of marketing
concept, marketing efforts of organization is channelized towards target market. So
understanding of tastes and preferences of target marketing assumed grester
importances

The Indian automobile industry is very fast growing and there are need for know the
presene and future growth of the industry. For the knowing of what is the future
aspectsfor OEM like SUMIMOTHERSON the need to the where the industry are
going in the future and where is stand.

30
Objectives of the study:-

 To study the satisfaction level of customer of sonalika tractor..

 To know whether customer of company are satisfied with quality and prices of
tractor.
 To know whether customer are satisfied with the after sale service of company.
 To know whether customer are satisfied with the dealers of the company
 To find out how company can satisfied its customer more
Perfectly.

 To find out which and what type of problem are facing by customer while use
the tractor.
 To know whether customer are satisfied with the free demo of the company.
 To find out new way or method through which company can satisfied its
customer

Research Design:-
 A research design is a framework or blueprint for conducting the marketing
research project. It detail the procedures necessary for obtaining the
information needed to structure or solve marketing research problem.


 Sampling Unit:-
 I took a sample of respondent from Hoshiarpur and Una.

 Sample Size:-
 The size of sample which used for this project that is 120 respondent

31
32
Research and Development Facilities :

International Tractors Limited has separate in house Research & Development center
duly recognized by Ministry of Science & Technology, Department of Scientific &
Industrial Research(DSIR), Delhi.

Distribution Network :

ITL has a distribution network of around 700 dealerships with 20 dealers outside India.
The dealerships are well spread across the nation to cater to demands of consumers
across the nation. At present Sonalika brand of tractors enjoy around 10% market
share .

Exports :

ITL is exporting to Australia, France , South Africa, Algeria, Uganda,

Bangladesh,Srilanka, Nigeria, Ivory Coast, Tunisia, Kenya, Egypt , Ghana, Malaysia,
Senegal, Malawi , Cameroon, Syria, Sudan, Mali

Financial Partners:

Citigroup Venture Capital International Growth Partnership Mauritius Ltd.

Yanmar Asia (Singapore ) Corporation Pte Ltd.

3i Agri-Vehicles (Mauritius) Limited

JM Financial Trustee Pvt Ltd

INTERNATIONAL CARS AND MOTOR LIMITED

International Cars & Motors Limited (ICML) is a Group Company of the Rs 1200
CroresSONALIKA Group. The Company is promoted by Mr. L.D.Mittal (Chairman),

33
Mr.A.S.Mittal(Vice Chairman) & Mr. Deepak Mittal, Managing Director, who
are having vastexperience in manufacturing of tractors, Farm machines &
Automobiles.ICML is a project of its kind and is the µPride of Himachal Pradesh¶. The
Company is having itsstate-of-the-art production facility, with centrally air-
conditioned, dust & pollution freeenvironment, to manufacture multi-utility vehicles /
sports ± utility vehicles, in Amb, HimachalPradesh.The Company is a µMother Unit¶
as its establishment shall attract many other ancillary & smallunits for meeting the raw
material requirements yielding manifold employment avenues, revenue&
industrialization in the state.The Company has entered into Technical Collaboration
Agreement with MG Rover of UK, withthe technical know ± how from MG Rover, UK.
The Company has manufactured MUV with thename of RHINO RX & the same MUV
boasts of Rover engines. The company is in-process of developing its own Common Rail
Direct injection (CRDi) engines.The company has the installed capacity to manufacture
2000 MUVs in a month i.e., 24000MUVs in a year. In the first full year of production in
2006-2007, ICML is aiming to churn outabout 5000 MUVs & expects to achieve a
turnover of 250 Crores. The Company, besidescatering to the domestic market, also has
an eye on exports & exports to Malaysia, Nepal,Bangladesh & Indonesia are also in an
advanced stage. It will also offload the product in Africancontinent soon.The Company
is eligible for the Central & State Govt. Tax sops, exemption from the excise duty&
income tax for 10 years, which shall add to its viability & future expansion.

Sonalika Group intends to inject Rs. 1000 Crores in Himachal Pradesh over the next 2 -
3 years inthe upcoming ICML plant & ICML has an ambitious plan to play a major
role in the IndianAutomobile Industry. International cars & motors ltd, car plant is
located in foothills of Shivalik Range and surrounded by natural greenery of Himalayas
at AMB (HP) a tax-free zone. The totalarea of plant is 93,000 Sq. M. out of which
42,000 Sq. M. is covered area. Plant capacity to produce 24000 cars in a year.Address:-
Amb Distt., Himachal Pradesh.{Tax Free Zone}

Production Facility
ICML’s plant is situated in tax free zone of AMB, Himachal Pradesh spread in total
area of 25 Acres. It has an Installed Capacity of 2000 MUVs per month. In the first full
year(2008-09) of operation ICML plans to roll out 10,000 MUVs from the plant.

34
Research & Development
Sonalika engines are produced in air-conditioned plant with air, dust & moisture
controlled for the best assembly conditions to ensure a quality product to the end user.
The engines are known for being reliable, fuel efficient, lowest in noise, compact, all
weather proof and rugged. Every engine produced is thoroughly tested on engine test
beds before being passed onto the customer. Two engines have been developed by the in
– house - R&D exclusively for the MUV application. The engines have been developed
using latest technology. One engine uses Rotary FIE from BOSCH while the other
engine is a Common Rail Diesel Engine (CRDi) with variable geometry turbocharger
for improved engine response at all points during engine operation.

The in house R&D has complete infrastructure required for design of engine from
structural parts to emission development. Use of CAD and FEA is made to design
robust parts. While Emission test cell is also being commissioned using equipment
imported from AVL Austria world leader in emission measurement for conducting in
house emission measurement.

Partnerships :

CVCI Mauritius – Equity Partnership 3 i Vehicles ( Mauritius ) Limited – Equity

Partnership Sonalika Agro Industries Corporation, established in 1971, it’s the group’s
maiden venture. Sonalika Agro is one of the foremost farm equipments & implements
manufacturing companies in India with 80% share in Threshers alone. Its product line
includes – Combine Harvester , Tractor/Self-Driven Straw Reapers, Potato Planters,
Maize Sellers – cum – dehuskers, seed – cum –fertilizers drills, various kinds of
threshers etc.

Sonalika Agro is a pioneer in manufacturing tractors mounted combine harvester,

which is not popular in India, but also in various others countries across the globe.
Today, the company is supporting the farmers with world class farming equipment to
ease the process of making the Green Revolution II, a dream come true.

Sonalika Agro plant is equipped with advanced technology to develop, manufacture

and test the modern products for the modern farmer.. It has a large dealer network
spread all over country and products are also exported to Asian & African countries
through various export promotion counsels.

35
1.5.3. INTERNATIONAL AUTOTRAC FINANCE LIMITED

International Autotrac Finance Limited is a non banking finance company approved by

RBI.IAFL provide finance to customers of International cars & motors limited in rural
& semi urbanareas across India through customer friendly schemes.Its parent company
Sonalika Group ranks among the largest tractor & farm equipment manufacturer in
India

Business Plans of IAFL

First Phase: In the first phase, the area of operations will be in the state of Punjab,
Haryana,Jammu, H.P (Done).Second Phase: In the second phase, the area of operations
will be extended to other parts of Northern India.Third Phase: In the third phase, the
area of operations will be extended to whole India.

.
ORGANISATIONAL STRUCTURE OF IAFL: The organizational Structure of IAFL is
divided into four main departments namely

Sales and Marketing.

Operations.
Credit risk and collection.
Accounts and finance.

Sales and Marketing:

Directly responsible for the achievement of targets.

Development of business.
Ensuring the quality of documents.

Operations:

Ensuring 100% quality check of documents.

Customer service.
Implementation of software.

36
Credit risk and collection:

Responsible for the design of credit policies.

Appointment & managing of FI & collection agencies.
Directly responsible for the quality of portfolio.
Responsible for 100% achievement of collection target.

Accounts and finance:

Managing the funds availability.

Design base cost & allocated cost.
Disbursal of loan amount.
Processing of loan.

Major milestones of Sonalika Group:

2007 – International Autotrac Finance Limited started.

2007 – Joint venture with Magma to form Magma ITL Finance Limited to provide
tractor finance.

2007 – New variant of Rhino Rx with technologically advanced engine and added
features.

2006 – Market launch of Rhino Rx, dealer network expanded through out the country.
Chairman Mr. L D Mittal elected as president of Tractors Manufacturers Association,
appointed as Ambassador of Macedonia and a member of National Council
Confederation of Indian Industry. Sonalika became third largest manufacturer of
tractors in India.

2005 – Achieved a turnover of $ 172 million for 2004 – 05 Became the fourth largest
tractor manufacturer in India. Roll out of first vehicle for ICML facility. Joint venture
with Yanmar Agriculture of Japan for manufacturing of Tractors in India Received the
ISO 9001/ ISO 14000 & TS 16949 Certification for ICML and ITL.

2004 – International Cars & Motors Limited incorporated under companies act.

2003 – Started Tractor export to African & other Asian countries

2001 – Started in house manufacture of engines for tractor application

2000 – Entered into joint venture with Renaul

37
INTERNATIONAL MARKETS

ALGERIA ARMENIA AUSTRALIA BANGLADESH

Burkina Faso CAMEROON DRCONGO ETHIOPIA

GHANA IVORY COAST MADAGASCAR MALAWI

MALAYISA MAURITIUS MOZAMBIQUE OMAN

NEPAL REPUBLIC OF BENIN SENEGAL

SOUTH AFRICA SRILANKA SUDAN CANADA ZAMBIA

SYRIA TOGO TUNISIA UKARINE

ZIMBABWE

PAST PRESENT AND FUTURE OF INTERNATIONAL TRACTOR LTD.

It happens in almost every business venture, there were teething troubles during
infancy and there was a great set back and financial losses. But the ITL follow the story
of king Bruce & Spider and giving a new meaning to Try, Try again dictum (formal
announcement). Since then company stepped forward with all vigour (energy &
enthusiasm) and earned name & fame in the matter of farm implements with world
class features at Indian price and especially wheat threshers with substantial market
share.

The constant moving ahead and diversifications for the revolution farm
mechanization has been the core objective of the Sonalika group to improve the
difficulties of farmers and improve the quality of the farm equipments. ITL started
manufacturing Tractor in 1995, which is complete in all respects i.e. were most fuel
efficient, had enormous pulling power, were technologically advanced and in different
HP ranges to suit the needs of both farmers with small and big holdings. Sonalika
became the third leading tractor companies in India with delighted customers of over

38
Two Lac with a worth of Rs 3200 crore that too within a span of only 11 years, creating
a new record in the history of tractor industry.

ITL manufacturing zero defect tractors, with negligible maintenance cost

and farmers are getting best value for their hard earned money. ITL spread its wings in
the foreign land almost 30 countries in the world & giving a shock (push) to
competition in the foreign markets as its tractors are best in quality and best in price.
ITL have also ventured into automobiles sector and had started manufacturing MUV’s
(multi utility vehicle) Rhino-Rx in the state-of-the-art plant in Tax Free Zone in Una,
Himachal Pradesh. Its vehicles have all the features and have all facilities of proper leg
space, power steering, five variants to choose from, Cushioned Comfortable Seats,
Maximum Torque power, Fuel Efficient, Competitively priced and being projected as
family vehicle which is provided immense driving pleasure to the users. The MUV’s
have been launched in all the states after a great success in Punjab & Haryana States.
ITL discharge its responsibilities and provide services to the esteemed customers & it
continuously marching ahead on road to success enlisting the support and co-operation
of the manpower active in field, administrative blocks. Plants at Hoshiarpur and Amb
in H.P.

Sh. L.D. Mittal, Chairman is steering (guiding) well to take the Sonalika
Group to still greater heights. Sh. A.S.Mittal vice Chairman & Sh. Deepak Mittal
Managing director are engineering the activities of the group with effective supervision
and coordinated efforts. ITL had a challenging past, now Sonalika is going through
Excellent present and our future is going to be very Glorious.

INTERNATIONAL TRACTORS LTD. launches Rhino-Rx Car

among the market on 14th JUNE, 2007 plant of INTERNATION CARS & MOTORS
LTD. established in Amb (H.P.)

LIMITATIONS:

Even if the project report is prepared by considering the various aspects as

possible, there are some areas that are not considered which limit the
report and the study to a certain extent. The limits are given below:
TIME LIMIT: -

The time frame considered is very limited. In the time period of two months
analyse trends of the company.

VARIATIONS IN THE RESULT: -

39
The data used for analysis is not first hand. The use of secondary data may lead to the
variations in the result if valued in the values in the data get changed ultimately the
reliability of secondary data limits the project analysis

UTILITY OF THE STUDY: -

The study of an organization is one of the most important and easiest way to
realizes the physical environment of an organization. Through these study we can
understand how the financial operation undertake by the company. It also helps to
know how the organization faces the financial problems and how they solve their
problem by collecting the capital from various sources of funds. It gives the deep
information about the company. It gives the knowledge of the corporate world before
doing the professional job in any organization. One can apply the knowledge through
the project surveys and to study the problems faced by the company.

Through these studies we can develop our communication skill, thinking power,
awareness about the current affairs of the corporate world. It improves our knowledge
and ultimately the confidence level will go on increase so that we can easily do the job
in future in any organization.

MARKETING DEPARTMENT

Marketing department is an important financial area of business mgt. Marketing mgt

is responsible for the flow of goods from the production to the customers/consumers.
The main task of marketing mgt is to combine market related element into an effective
operating system and to arrange the system is to interaction with a dynamic
environment.

In marketing department H.O.D. OF MARKETING department control all the

marketing procedure.

DUTIES OF THE MARKETING DEPARTMENT

H.O.D. marketing controls all the marketing procedure area manager assets
H.O.D. in discharge of his duties.

40
INCHARGE SALES AREA
Assisting H.O.D. in contract review of indigenous enquiries /tenders / orders pertaining
to his region.

Co-coordinating the dispatch material to customer.

Assisting H.O.D in disposal of customer complaints.

SALES ASSISTANTS

To assist sales executives in execution of orders as well as invoices data feeding in computer and
filling etc. Preparation dispatch documents insurance & typing work.

SR. SALES EXECUTIVE/ASSISTANT

To collect data’s about the working of marketing department.

STENOGRAPHER
To attend to stenography & general office work.

IN-CHARGE F.G. STORE

Responsible for receipt into & dispatch from finished goods stores against
authorization.

INCHARGE DESPATCH
Responsible for packing the material for dispatch & handling over to transporter.
Receipt inspection & storage of packing material for master cartons.

HELPERS

To keep material in F.G Store & issue the same to the dispatch department under
the instructions of inch age of F.G Store.

DESPATCH ASSISTANT

To assist In-charge dispatch of material & storage of non-standard transport

packaging.

HELPERS

41
 To pack & mark material cartons as per the dispatch instructions of In-charge
dispatch/dispatch assistant.Co-coordinating the dispatch of material to customer

FIELD SALES STAFF

To procure purchase order from authorized dealers and send to HOD.

AT HEAD OFFICE.
To get OA signal to AD if purchase order is not received

To assists Ads in customers complaints handling (Providing technical support)

To send enquiries received for B & C categories of products to HOD at head office.

To handle complaints of direct users.

DIRECTOR MARKETING

DGM:- Monitoring chennai , Faridabadh, Banglore, & Delhi branch office

and help them to achieve sales targets. Study market for new development
and give feed back to direct marketing.Asstt. Director marketing for
formalizing marketing policy & strategy.

REGIONAL/BRANCH MANAGER

Marketing the activities of the office like administration, collection of dues, deals, deals
handling & meeting with customers and consultants. For approval of the offices for
standard products before submission to customers as per company policy.

FUNCTION OF MARKETING DEPARTMENT

42
First function of marketing department is the assessing marketing opportunities. It
involves the identification of the company goals and the analysis of established and new
profit opportunities. The significance of this function is that market opportunities are
changing and the marketing management must develop creative strategies to cultivate
these opportunities.

The second function of marketing department is planning the marketing activities.

Planning an integral part of marketing management. It is used to develop and define
objectives and then derive strategies and design programmers that enable the firm to
achieve these net aims.

Third step of this department is marketing research. This department is accountable

for recording analyzing and interpreting the facts about the quantity and trend of
demand through marketing research.

Fourth step of this department is sales promotion advertising. Advertising and sales
promotion advertising. Advertising and sales promotion activities are important to
assets the sale force therefore the mgt is responsible for advertising.

CONTROL AND STORE MGT.

In ITL Production planning and quality control department always try his
best to improve the quality of working of machines / equipments produced by it. The
objective of every org is to use scarce resources in the best possible way. Plans are
formed to achieve better results. Planning involves setting up of goals and objectives
while controlling seeks ensure performance in accordance with plans. Plans include
determination of standard in terms of quality, quantity, cost and time.

In ITL Production Planning function is the function of production managers. But

need for production is arising by marketing department. Marketing department sends
their requirements and according to the demand production department does
production planning.

Production department facilitates the supply of the goods to execute the order
received by marketing department. It also helps to control over the production.
Production managers forecast the sale as demand for the product of the company and
makes necessary arrangements to sell the demand at the proper time.

The next responsibility of the production manager is to control the production

by the steps of utilize the various factors of production in an efficient manner so that

43
the goods are produced at the low possible cost and according t the requirement and the
satisfaction of the customer and are supplied to them on delivery date. In ordered
quality, this function involves the scheduling the required work providing necessary
information to manufacturing department and checking the product process.

PROCEDURE
HOD (Export/ Marketing) reviews the contract at the contract review stage and
informs the concerned department about the customer-supplied product.

Material is verified with respect to relevant documents for copy. Only any discrepancy
us conveyed to the HOD (Export) for informing the customers. The material is
delivered to stores along with SIR. Identification slip / tag is provided on sub material
placed in safe custody. The material is issued to store against specific requirement of
the customer only.

The customer is informed regarding the use of the material for his products on the
consumption of the sale. Any damage or shortage of material is communicated to the
customer by Export / Marketing department. Consolidated gross requirements based
on levels are released one time for further working by store/ Production Divisions and
communication to purchase department through purchase indent whereas required.
Stores are responsible to maintain stocks as per the consolidated list for components.

CONTROL OF CUSTOMER SUPPLIEDE PRODUCTS

It covers are the products or services supplied by the customer for use in the finished
products to be supplied to them. HOD (Export/ Marketing) in Co-ordination with
HOD (Material), HOD (Production) & HOD (QA) are responsible for the
implementation of the procedure through section in charge of respective department.

QUALITY CONTROL

Poor quality of work results in loss of time and money. Quality control is concerned
with ensuring work according to the predetermined standards and ends with
performance of work according to re-established standards there’re some methods of
quality control.

Inspection

44
Control Report

PRODUCTION PLANING PROCEDURE

For standards catalogued products of the company, marketing department
decides maximum and minimum stock level of various items to be kept in FG store. As
and when the stock level, a request is sent to GM (W) INITATING PRODUCTION.
Gm (w) instructs production divisions to undertake production to replenish the level to
maximum stock level. For tailor made products indents/ export department on G.M.
These indents/orders circulars are sent to Application Division for implementation.

AMBITIONS OF INTERNATIONAL TRACTOR LTD.

LEADERSHIP: -

Maintain our leadership of the Indian tractor industry through the country
modernization and expansion of our manufacturing facilities and activitie and through
the establishment of a wide and efficient marketing network.

PROFITABILITY: -

Achieve a fair & reasonable return on capital by promoting productivity through

the company.

GROWTH: -

Ensure a steady growth of business by strengthening our position in the tractor

industry.

QUALITY: -

Maintain the high quality of our products and services and ensure their supply at fair
prices.

EQUITY: -

Promote and maintain fair industrial relation and environment for the effective
involvement, welfare and development of staff at all levels.

RESPONSIBILITY: -

45
 Fulfill our obligation to society, specifically in the area of integrated rural development
and in safeguarding.

PIONEERING: -

Promote research and development effort in the area of product development and
energy and fuel conservation, to innovate and optimize productivit

INFORMATION SYSTEM DEPARTMENT

The functions of Information System Department is to:

1.Transformation of EDP to Decision Support System

2. Optimize End User Computing to increase the Individual Productivity
3. Capture Processing and Sharing of Information from the Net
In House Development & Deployment of Application Packages
Database Maintenance & Administration

Hardware Setup

UNIX based RISC Server.

Win-NT based Intel Servers

Microsoft Exchange Server

P I, P II, P III & P IV PCs: 135

HUMAN RESOURCES DEPARTMENT

The basic object of setting up Human Resource Department is to provide inputs to the
employees for his optimum level of efficiency. It includes looking after various HR

46
related functions such as training & development, performance and potential appraisal,
planning and allocation of manpower, industrial relations including negotiations and
dealing with staff functions such as transfer, promotion, disciplinary action, grievance
handling etc. Department is also responsible for providing welfare amenities/facilities to
employees, dealing with land matters, community development, colony administration
etc. Various details of personnel policies are readily available with HR department.
Manager-HR & Administration coordinates the activities of the department. Manager-
HR & Administration coordinates the activities of the department.

TOTAL PRODUCTIVE MAINTENANCE

INTERNATIONAL TRACTOR LTD. has continuously tried to improve upon its

operational productivity through world-class plant management practices known as

Total Productive Maintenance (TPM).

TPM is the integration of the basic functions of Production and Maintenance allowing

the employees to jointly take the responsibility for, and ownership of their work

processes and equipment. It aims to maximize Overall Equipment Effectiveness (OEE).

It establishes and promotes a systematic approach to achieve operational excellence

through autonomous working. TPM involves all employees at all levels in every

function of its implementation. The most important point about TPM is that it

continuously encourages all the employees to undertake continuous improvement of all

work-related processes and systems by adopting a proactive problem solving approach.

15th of every month is the day for TPM gate Meeting.

We are striving towards following goals using TPM:

47
 Zero Breakdown

Zero Accident

Zero Defect

Zero Waste

Zero Inventory

Safety

INTERNATIONAL TRACTOR LTD. constantly keeps a vigil on the safe practices of

doing work and in this regard expects the same from all its employees. The following
table presents the expectations from both the participants in this regard

Deputy Manager-Safety coordinates all activities related to safety at works. Besides

day-to-day safety functioning, safety committee meets once in every month. The
committee consists of equal number of representatives form management and wage
board employees.

OUR SAFETY COMMITMENT

MANAGEMENT EMPLOYEES

1. Provide Safe working 1.The care of oneself and

colleague
Condition

2.Provide system for the safe 2. Immediately report any unsafe

control of work condition/hazard

48
3. Supply information on work 3. Look out for hazards and
potential dangers to self and
Hazard others

4. Arrange adequate training and 4. Do not take any short – cuts

instruction in safe working
practices

5. Make appropriate protective 5. Know the safety guidelines and

clothing and equipment available follow working instructions

6. Punish people violating 6. Always use safety equipment

instructions on safety and health indicated and provided

1.5.4. SONALIKA AGRO INDUSTRIES CORPORATION

Sonalika Agro was established in 1971 to support the Indian farmers with
mechanization technology to facilitate persistence of green revolution. Sonalika Agro
Industries Corporation, the groups maiden venture is one of the foremost Farm
equipments and implements manufacturing companies in India with 80% share in
threshers alone. Its product line includes Combine Harvesters, Tractor/Self Driven
straw reapers, Potato Planters, Maize seller ±cum-Debunkers, Seed ±Cum- Fertilizers
Drills, various kinds of threshers, etc.; Sonalika Agro is a pioneer in manufacturing
tractors mounted combine harvester, which is not popular in India, but also in various
others countries across the globe. Today, the company is supporting the farmers with
world class farming equipment to ease the process of making the Green Revolution II,
dream come true. In the light of the company's mission, highly qualified and
experienced staff is working as a family in the manufacturing facility at Hoshiarpur
(Pb).

49
Product and Services of All Group Units

2.1 International Tractors Limited

This company mainly deals with tractors brands and these tractors also exported to
different markets in foreign countries. These brands are as follow:-

TABLE – PRODUCT

TRACTOR NAME HORSE POWER LIFTING CAPACITY

DI-750III 50 1600Kg
DI-730II 30 1200 Kg
DI-735 35 1200 Kg at lower links
DI-55 55 1200 Kg at end of lower links
DI-750II 50 1200 Kg
DI-90 90 1600 Kg at end of lower links
DI-75 2WD 75 1600 Kg
DI-750 50 1200 Kg at end of lower links
DI-60 SENIOR 60 1200 Kg at end of lower links
DI-75 4WD 75 1600 K.g
DI-740III 40 1200 K.g
DI-60 2WD 60 1600 K.g
DI-740 40 1200 Kg at end of lower links
DI-398X(north speeds) 39 1200 K.g

50
DI-60 4WD 60 1600 K.g
DI-745III 45 1200 K.g
DI-35 35 1200 K.g
DI-340S 40 1600 Kg at end of lower links
Rx42 45 1200 K.g
DI-47Rx 50 1200 K.g
DI-730III 30 1200Kg at ends of lower links
DI-732III 34 1200Kg at ends of lower links
DI-60Rx 60 1600 K.g

2.2. Sonalika Agro Industries Corporation

This company mainly deals with agricultural equipments and implements. That are
helpful to the farmers in agriculture The product line of the sonalika agro industries
corporation is as follow:-

Combine Harvestors
Threshers
Potato Planters
Maize Sheller-cum
Seed-cum-Fertilizer Drills
Straw Reapers
Ploughs
Harrows
Tillers

3. International Autotrac Finance Limited

51
This company basically deals with services which are provided to farmers, salaried for
finanacethe tractors and other agricultural equipments and implements. Provide
financial assistance tothem.

2.4. International Cars And Motor Limited

At present this company produces one car model Rhino Rx a MUV

by this group and alsoworking on the new car model INSPIRE and this will launch
within this year.

CERTIFICATIONS

ISO -9001

ITL has got ISO-9001 quality system certified by International Certification Ltd. It is
for usewhen conformance to specified requirements is to be assured by supplier during
several stageswhich may include design, development, production, installation &
servicing.Sonalika has arranged collaboration with French Renaults for technical
know-how andmarketing. With the help of this collaboration SONALIKA will develop
its own DI-740 Tractor engine which will help it to reduce its cost.

52
 ISO 14001:2004 Environment Management System

DISTRIBUTION NETWORK

Followed by Sonalika:

COMPANY

DEALER OR STOCKIST

53
 CUSTOMER

Followed by other firms:

COMPANY

STOCK YARD

DEALER

DIRECT & SUBDEALER

54
55
Research Design:-

A research design is a framework or blueprint for conducting the marketing research

project. It detail the procedures necessary for obtaining the information needed to
structure or solve marketing research problem.

Research design of this project is descriptive.

Sampling Techniques:-

The Technique which was used to collect the samples the selected
population sanpling method is convenience and contact method is personal
interview .the respondent were from all ages but above age 18 years are
taken of research project because below 18 years are don’t’t have fully
knowledge about tractor..

Primary Data Collection:-

Meaning-

Primary data is that data or information which are not published or which
are collected by the researcher itself at first time.it is also called first hand
data.

For this project the primary data collected by conducting market research through
preparing the a set of questionnaires.the various question are asked form the
respondent and then, whatever the data collected ,that is sorted out in one logical and
easily understandable form.

Secondary data collection:-

Meaning:-

Secondary data is that data or information which is already collected by another

researcher or person.Secondary data may be in both publish or unpublish form.

56
For this project the secondary data is collected from various sources like intrenet ,
newspapers,magazines,journals etc.

Sampling Unit:-
I took a sample of respondent from Hoshiarpur and Una.

Sample Size:-
The size of sample which used for this project that is 120 respondent.

Scope Of The Research

For the purpose of doing this project I chosen the topic “customer
Satisfaction”.because the trend has gone when producer produce anything and it sell.
And now customer is the king of market so now customer buys only that product which
completely satisfied them .To survive long time it is very necessary for a business firm
that satisfy its customer.SoThis study is conducted to know the satisfaction level of
customer of the international tractor limited.There are several facts upon which the
customer may or may not be satisfied .so through this project I come to know that the
satisfaction level of customer whether they are satisfied or not with sonalika tractor or
company’s services etc.

There may be several facts which may be the cause of dissatisfaction amoung present or
potential customer.so under this project the study is done on customer satisfaction level
over major parts of the tractor and services of company..

57
DATA ANALYSIS & INTERPRETATION

Q. No. 1 Age Group of the Respondent.

Sr. No. Age Group No. of Respondent Percentage (%)

(In Years)

1 18-28 10 08.33

2 29-39 35 29.67

3 40-50 43 35.83

4 51-61 25 20.83

5 Above 61 07 05.83

Total 120 100

% of Respondent
35.83
40 29.67
20.83
20
8.33 5.83
% of Respondent
0
18-28 29-39 40-50 51-61 Above
Age Group 61

INTERPRETATION :-

From the table and graph above it can be seen that most of the respondent belong to
the age group of 40-50 years and the no. of respondent above 61 years is approx. 6%.

58
Q. No. 2 Educational Background of the respondent.

Sr. No. Category No. of Respondent Percentage (%)

1 Illiterate 37 30.83

2 Under Metric 52 43.33

3 Under Graduate 25 20.83

4 Post Graduate 6 5

Total 120 100

% of Respondent

Post Graduate
5%
Under Graduate Illiterate
21% 31% Illiterate
Under Metric
Under Graduate
Post Graduate

Under Metric
43%

INTERPRETATION :-

From the table and graph above it can be seen that most of the respondent are less
educated and and about 31% of them are illiterate where as only 5% are post graduate.

59
This show that 43% farmers are under metric and 31% are illiterate.it means a major
part of farmers need more information regarding tractor.

Q.3 which brand of tractor you like?

Sr. No. Brand Number of Respondent Percentage(%)

1 M&M 37 30.83

2 Sonalika 45 37.5

3 Eicher 15 12.5

4 Jhondeer 8 6.66

5 Messey Tafe 10 8.33

6 Escort 5 4.16

Total 120 100

% of Respondent

8% 4%
7% 31%
M&M
13% Sonalika
Eicher
Jhondeer
Messey Tafe
37%
Escort

60
 INTERPRETATION :-

From above table and pie chart it can be seen that sonalik has the higest share in this
area.37% respondent prefer sonalika brand ,31% prefer M&M, 13% respondent like
Eicher brand,7% like Jhondeer ,8% prefer Messey Tafe,only 4% respondent like
Escort tractor..

Q.4 why you prefer a particular brand?

Sr. No. Factor Number of Respondent Percentage(%)

1 Easy Availability 52 44

2 Price 17 14

3 Quality 34 28

4 Spares Parts 12 10

5 Others 5 4

Total 120 100

% of Respondent

50 44

40
28
30
20 14
10
10 4 % of Respondent

0
Easy Price Quality Spares Others
Availability Parts

61
INTERPRETATION :-

From the above table and graph it can be seen that the reason behind preference of
particular brand is its Easy Availability or its quality rather than its price or spares
part. 44% people prefer particular brand due to its easy availability or quality.14%
respondent prefer due to its price,10% like because of its availability of spares parts.

Q.5 Buying source of the Tractor?

Sr. No. Place of Buying Number of Respondent Percentage(%)

1 Dealers 60 50

2 Kissan Mela 43 36

3 Sewa Kendras 17 14

Total 120 100

% of Respondent

14

50 Dealers
Kissan Mela
36
Sewa Kendras

INTERPRETATION :-

62
Above table and pie chart is presenting that the number of respondent is more who
purchased tractor from dealers than the respondent who purchased through the kissan
mela or sewa kendras.

63
Q.6 How do you come to know about Sonalika Tractor?

Number of
Sr. No. Factor Percentage(%)
Respondent

1 Newspapers 22 18

2 Dealers 30 25

3 Magazines 7 6

4 Kissan Mela 41 34

5 Friends 20 17

Total 120 100

% of Respondent

17% 18%

Newspapers
Dealers
25% Magazines
34%
Kissan Mela
6%
Friends

INTERPRETATION :-

Above table or Chart is presenting that most of farmers came to know about the
sonalika tractor through Kissan Melas and Dealers. So company should focus on
strategy regarding dealers and kissan melas because these are the best way to aware or
satisfied present or potential customer.

64
Sr. No Diesel Consumption No. of Respondent % Percentage
1 EXCELLENT 30 25
2 GOOD 50 42
3 AVERAGE 23 19
4 POOR 17 14
Total 120 100

Q7. Customer satisfaction over the diesel consumption of sonalika?

INTERPRETATION :-

From the above table and graph it can be seen that 25% respondent says diesel
consumption of tractor is excellent and 42 % customer says Good,19% said average
and only 14% customer said diesel consumption of tractor is poor and they are not
satisfied with diesel consumption of the tractor.

Customer Satisfaction Graph Over Diesel

Consumption

50 42
40
25
30 19
14 % Of Respondent
20
10
0
EXCELLENT GOOD AVERAGE POOR

65
Q.No. 8 Customer satisfaction over the Pulling Power of sonalika tractor.

Sr. No Pulling Power No. of Respondent % Percentage

1 EXCELLENT 26 22

2 GOOD 59 49

3 AVERAGE 20 17

4 POOR 15 12

Total 120 100

Customer Satisfaction Graph Over Pulling Power

49
50
40
30 22 % Of Respondent
17
20 12
10
0
EXCELLENT GOOD AVERAGE POOR

INTERPRETATION :-

From the above table and graph it can be seen that 49 % customer completely satisfied
with pulling power of Tractor and said pulling power of tractor is good.only 12%
respondent said its pulling power is poor where as 22% customers said its pulling
power is excellent.

66
Q.No.9 Customer satisfaction over Hydraulic Lift of sonalika tractor .

Sr. No Hydraulic Lift No. of Respondent % Percentage

1 EXCELLENT 34 28.33

2 GOOD 46 38.33

3 AVERAGE 29 24.16

4 POOR 11 9.16

Total 120 100

Customer Satisfaction Graph Over Hydraulic

Lift
38.33
40 28.33
24.16

20 9.16 % Of Respondent

0
EXCELLENT GOOD AVERAGE POOR

INTERPRETATION :-

Above table and graph is showing that 28.33% respondent said the the hydraulic lift of
tractor is excellent Where as 38% customer said its hydraulic lift is good. 24% people
says the performance of tractor’s h hydraulic lift is average. And 9% respondent told it
is poor.

67
 Q.No.10 Customer satisfaction over Comfort Level of sonalika tractor.

Sr. No Comfort Level No. of Respondent % Percentage

1 EXCELLENT 28 23

2 GOOD 61 51

3 AVERAGE 23 19

4 POOR 8 7

Total 120 100

Customer Satisfaction Graph Over Comfort Level

60 51
50
40
30 23 % Of Respondent
19
20
7
10
0
EXCELLENT GOOD AVERAGE POOR

INTERPRETATION :-

68
From the above table and graph it can be seen that 23% customer are completely
satisfied with tractor’s comfort level and they says comfort level of tractor is excellent.
And about 51% customer says comfort level is goog where as 19% says its average or
only 7% respondent said its poor.

Q No. 11 Customer satisfaction over engine of tractor.

Sr. No Engine No. of Respondent % Percentage

1 EXCELLENT 39 33

2 GOOD 59 49

3 AVERAGE 16 13

4 POOR 6 5

Total 120 100

Customer Satisfaction Graph Over Engine

49
50
40 33

30
% Of Respondent
20 13
5
10
69
0
EXCELLENT GOOD AVERAGE POOR
INTERPRETATION :-

From the above table and graph it can be seen that 33% customer are completely
satisfied with Engine of tractor and they told it is excellent or 49% respondent said it is
good where as 13% says its average 5% respondent’s perceptions its poor.

Q No. 12 Customer satisfaction over break of tractor.

Sr. No Break of Tractor No. of Respondent % Percentage

1 EXCELLENT 30 25

2 GOOD 45 37

3 AVERAGE 29 24

4 POOR 16 14

Total 120 100

70
 Customer Satisfaction Graph Over Break
37
40

30 25 24

20 14 % of Respondent

10

0
EXCELLENT GOOD AVERAGE POOR

INTERPRETATION :-

From the above table and graph it can be seen that 25% customer are much satisfied
with the Brakes of tractor and they told Breaks of tractor is Excellent ,37% says it is
Good ,24% says its average and where as 14% respondent told breaks of tractor is
poor.

Q No. 13 Customer satisfaction over head light.

Sr. No Head Light No. of Respondent % Percentage

1 EXCELLENT 30 25

2 GOOD 48 40

71
 3 AVERAGE 23 19

4 POOR 19 16

Total 120 100

Customer Satisfaction Graph Over Head

Light
40
40
25
30 19
16
20 % Of Respondent
10
0
EXCELLENT GOOD AVERAGE POOR

INTERPRETATION :-

From the above table and graph it can be seen that 25% customer are completely
satisfied with Head Light of tractor and they said it is Excellent .40% told it is Good
where as 19% respondent deemed it is average and 16% respondent said it is poor.

Q No. 14 Customer satisfaction over horse power.

72
Sr. No Horse Power of Tractor No. of Respondent % Percentage

1 EXCELLENT 35 29

2 GOOD 59 49

3 AVERAGE 18 15

4 POOR 8 7

Total 120 100

Customer Satisfaction Graph Over Horse Power

49
50
40 29
30
15 % Of Respondent
20
7
10
0
EXCELLENT GOOD AVERAGE POOR

INTERPRETATION :-

From the above table and graph it can be seen that 29% Respondent said horse power
of tractor is Excellent.49% said it is Good 15% says it is Average and 7% respondent
said the horse power of tractor is poor.

73
Q No. 15 Are you satisfied with after sale services?

Sr. No Options No. of %

Respondent Percentage

1 Extremely Satisfied 50 41.6666667

2 Satisfied 35 29.1666667

3 Neither Satisfied Or Unsatisfied 19 15.8333333

4 Unsatisfied 10 8.33333333

5 Extremely Unsatisfied 6 5

Total 120 100

No. of Respondent
5%
8%

Extremely Satisfied

16% 42% Satisfied

Neither Satisfied Or Unsatisfied

Unsatisfied

Extremely Unsatisfied

29%

INTERPRETATION :-

From the above table and pie chart it can be seen that 42% respondent are extremely
satisfied with the after sales services, 29% is satisfied ,16% neither satisfied or nor
unsatisfied,8% are unsatisfied, and 5% respondent was Extremely unsatisfied.

74
Q No. 16 Are you satisfied with the price of sonalika tractors?

Sr. No Options No. of %

Respondent Percentage

1 Extremely Satisfied 58 48.3333333

2 Satisfied 29 24.1666667

3 Neither Satisfied Or 10 8.33333333

Unsatisfied

4 Unsatisfied 16 13.3333333

5 Extremely Unsatisfied 7 5.83333333

Total 120 100

No. of Respondent
6%
13%
Extremely Satisfied

Satisfied
8% 49% Neither Satisfied Or Unsatisfied

Unsatisfied

Extremely Unsatisfied

24%

INTERPRETATION :-

75
From the above table and pie chart it can be seen that 49% respondent are extremely
satisfied with the Prices of tractor, 24% is satisfied ,8% neither satisfied or nor
unsatisfied,13% are unsatisfied, and 6% respondent was Extremely unsatisfied.

76
 Q No. 17 Are you satisfied with the quality of sonalika tractor?

Sr. No Options No. of %

Respondent Percentage

1 Extremely Satisfied 59 49.1666667

2 Satisfied 36 30

3 Neither Satisfied Or Unsatisfied 15 12.5

4 Unsatisfied 6 5

5 Extremely Unsatisfied 4 3.33333333

Total 120 100

No. of Respondent

5% 3%
Extrem ely Satis fied
13%
Satis fied

Neither Satis fied Or

49% Uns atis fied
Uns atis fied

Extrem ely Uns atis fied

30%

INTERPRETATION :-

From the above table and pie chart it can be seen that 49% respondent are extremely
satisfied with Quality of tractor, 30% is satisfied ,13% neither satisfied or nor
unsatisfied,5% are unsatisfied, and 3% respondent was Extremely unsatisfied.

77
Q No. 18 Are you satisfied with the service offered by the dealer.

Sr. No Options No. of %

Respondent Percentage

1 VERY GOOD 42 35

2 GOOD 35 29.1666667

3 NEITHER GOOD OR BAD 26 21.6666667

4 POOR 12 10

5 VERY POOR 5 4.16666667

Total 120 100

No. of Respondent
4%
10%

35%
VERY GOOD

22% GOOD
NEITHER GOOD OR BAD
POOR
VERY POOR

29%

INTERPRETATION :-

From the above table and pie chart it can be seen that 35% respondent are extremely
satisfied with the Services offered by dealers, 29% is satisfied ,22% neither satisfied or
nor unsatisfied,10% are unsatisfied, and 4% respondent was Extremely unsatisfied.

78
Q No. 19 Major reason for purchasing the Sonalika Tractor.

Sr. Options No. of %

No Respondent Percentage

1 Brand Image 46 38.3333333

2 Power Backup 21 17.5

3 Less Diesel Consumption 19 15.8333333

4 Low Maintenance 15 12.5

5 Attractive Looks 12 10

6 Contact by Dealer/salesman 7 5.83333333

Total 120 100

No. Of Respondent
6% Brand Image
10%
Power Backup

37% Less Diesel

13% Consumption
Low Maintenance

Attractive Looks

Contact by
16%
Dealer/salesman

18%
INTERPRETATION :-

From the above table and pie chart it can be seen that 37% respondent said major
reason to purchase sonalika tractor was its brand image,18% said its power
backup,16% said its less diesel consumption 13% respondent said its low
maintance,10% said its attractive looks,6% said contact with dealer/saleman.

79
 Sr. No Options No. of Respondent %
Percentage

1 Yes 14 11

2 No 106 89

Total 120 100

Q.NO 20. Have you got test drive or demo of sonalika tractor?

% of Respondent

11%

Yes
No
89%

INTERPRETATION :-

From Above table & pie chart it can seen that only 11% customer have got test drive or
demo of sonalika tractor.whereas 89% respondent did’t get any demo or test drive.

80
81
Q No. 21 Will you recommend Sonalika Tractor to other customer.

Sr. No Options No. of %

Respondent Percentage

1 Yes 96 80

2 No 25 20.83

Total 121 100.8

No. of Respondent

21%

Yes

No

79%
INTERPRETATION :-

From the above table or pie chart it can be seen that 79% respondent said yes to
recommend sonalika tractor to other persons and only 21% respondent refuse to
recommend to others.

82
 Q No. 22 Your opinion about Sonalika Tractor.

Sr. No Options No. of % Percentage

Respondent

1 Good 85 70.8333333

2 bad 8 6.66666667

3 Satisfactory 27 22.5

Total 120 100

s bad about sonalika tractor.

?>

Q No. 23 What company should do for satisfied its customer?

Sr. No Options No. of Respondent % Percentage

1 Best service 56 46

2 Discount 23 19

3 Free demo 36 30

4 Lucky draw 6 5

Total 121 100

83
 % of Respondent

60 46

40 30
19 % of Respondent
20 5

0
Best service Discount Free demo Lucky draw

INTERPRETATION :-

Above table and chart is presenting that 46% respondent said company should provide
best services to satisfied its customers completely.19% respondent said discount should
be given,30% respondent said company company should provide free demo whereas
5% respondent said company should hold lucky draw to satisfied its customer.

84
FINDINGS

Sonalika is the most preferred brand in the international market about 37.5%
respondent go for sonalika tractor .
A particuler brand of tractor usually preferred because of its Easy Availability
and Quality.
M&M is the closest competitor of sonalika tractor.
As it comes to know by this study most of respondent came to know about
sonalika tractor through kissan melas in rural area or advertising in local news
papers.
And about 70% respondent are fully satisfied with sonalika tractor.
About 67% customer are satisfied with the diesel consumption of tractor
whereas14% customer are not satisfied.
71% customer was satisfied with tractor’s pulling power.
60% are satisfied with its Hydraulic Lift whereas 9% are not satisfied.
74% customer told that they are satisfied with comfot level of tractor and it is
comfortable.
82% customer completely satisfied with engine of tractor only 5% customer was
unsatisfied with it.
62% respondent were satisfied with breaks of tractor,14% were dissatisfied with
it.
41% respondent were Extremely Satisfied with the after sales services of
company.whereas 29% were satisfied or 5% respondent were extremely
unsatisfied with after sales services of company.
75% customer were satisfied with prices of tractor 6% were unsatisfied.
80% customer told that they are satisfied with the quality provided by
company,3% were dissatisfied.
Major reason to purchase sonalika tractor was its brand image or less diesel
consumption.
11% people told that they got test drive or demo.
80% customer told they recommends sonalika tractor to other people.
70% respondent’s opinion was good regarding sonalika tractor where as 6% has
bad opinion.
Most of respondent told that company should provide best services or free demo
to satisfied its customers.

85
SUGGESTIONS

Most of farmers are illiterate or less educated so sonalika tractor has to spent
more to aware them about the new products and their uses and their new
coming implements.

Company can satisfied its customer more effectively by providing best after sales
services or free demo or test drive. so company should consider about these
things into its strategies. Because only 11% customer got demo or test drive so
Company should try to hold maximum free demo or test drive by doing this
present or potential customer may be satisfied completely.

Most of customer purchased tractor from dealers or kissan melas.so company

should also motivate or satisfied dealers so customer can be satisfied.

However there the number of satisfied customer is large than dissatisfied

customer so company should check the quality of tractor time to time an.

86
BIBLIOGRAPHY

Sources of information:-

Websites…….

http://www.Answer.com

http://www.Sonalika.com

http://www.scribd.com

Search Engine……

Google.com

Books

Marketing Research

87
Appendix

Questionnaire on Customer Satisfaction

Q. 1 Age Group of the Respondent.

a) 20-30 b 30-40 c) 40-50

Q.2 which brand of tractor you like?

a) Sonalika b) Swaraj c) Mahindra

Q.3 Buying source of the Tractor?

a) Emi b) Cash

Q.4 How do you come to know about Sonalika Tractor?

a)Advt b) Farmers c) Relatives

Q5. Customer satisfaction over the diesel consumption of sonalika?

a) Very good b) Good c) Poor

Q.6 Customer satisfaction over the Pulling Power of sonalika tractor.?

a) Good b) Poor

Q.7 Customer satisfaction over Comfort Level of sonalika tractor.

a) Very good b) Good c) Poor

Q .8 Customer satisfaction over engine of tractor?

a) a) Good b) Poor

Q. 9 Are you satisfied with after sale services?

a) Highly satisfied b) Satisfied c) Not satisfied

Q . 10 Are you satisfied with the price of sonalika tractors?

a) Highly satisfied b) Satisfied c) Not satisfied

Q 11 Are you satisfied with the quality of sonalika tractor?

88
 a) Highly satisfied b) Satisfied c) Not satisfied

Q. 12 Are you satisfied with the service offered by the dealer.

A) Yes b) No

Q.13. Have you got test drive or demo of sonalika tractor?

A) Yes b) No

Q. 14 Will you recommend Sonalika Tractor to other customer.

A) Yes b) No

89
90