Professional Documents
Culture Documents
Mahindra Internship
Mahindra Internship
Mahindra Internship
ON
BANK MAPING AND RURAL DEVELOPMENT
MARKETING STATERGY
AT
MAHINDRA & MAHINDRA LIMITED
(TRACTOR DIVISION)
1
institute’s certificate
certified that this summer internship project report titled “ Mahindra Tractor Division “ is the bonofide
work of Mr. Aakash (17R6402378) Who has carried out the research under my supervision. I also
certify further , that to the best of my knowledge the work reported herein does not form part of any
other project report or dissertation on the basis of which a degree or award was conferred on an earlier
ocation on this or any other candidate.
Place:- ROHTAK
Date__________________
( Mh. Imran Saikh)
SIP Guide
_____________________________
(J.M. Kapadia)
I/C Director
2
ACKNOWLEDGEMENT
Firstly, I owe my profound gratitude to Mr. Aakash who gave me an opportunity to work
under the respected banner of Mahindra & Mahindra Limited, rohtak. I also thanks to
MRS. Kiran Malhotra (Program director ) and Mr. Ramesh Bagla (Project Head in
organization.
No task is a single man’s task efforts. Coordination and cooperation of various people at
I am highly indebted to my project head in M&M Mr. Vivek Singh (TM) for providing all
facilities and continuously inspiring me to pursue the innovative and challenging area of
3
Declaration
I will take pleasure in declaring that the project work that is undertaken by me is an original
and authentic work done by me. This project is being submitted I partial fulfillment for
award of degree of B.B.A Graduate program (industry integrated) in entrepreneurship and
business from Pt. Nekiram Govt. College Rohtak.
The content of this report is based on the information collected by me during my tenure at
MAHINDRA at Rohtak for two months of training from 17st of July to 15th Sep. 2019
Aakash
BBA(vth)Semester
Pt. Nekiram Govt.
Collage Rohtak
4
INDEX
Acknowledgement
Certificate
Company Profile
Theme
COMPETITORS
Objective
Background of the Region
Industry Trend
Methodology
Annexure
Analysis and facts
Questionnaire and General Trend observed
Literature Review
Conclusion
About the project finding
Suggestion and Recommendations
Bibliography
5
THEME OF THE TRAINING PROJECT
In our country over 70% of the total population live in villages. There are states like
Haryana,Rajasthan and Punjab where rural population varies form 80 to 90 per cent.
Agriculture and agriculture related activities contribute to about 75% of the income in rural
areas
The general impression is that the rural markets have potential only for agricultural inputs
like seeds, fertilizers and pesticides, cattle feed and agricultural machinery. More than
50% of the national income is generated in rural India and there are opportunities to
market modern goods and services in rural areas and also market agricultural products in
urban areas. Infact it has been estimated that the rural markets are growing at fives times
the rate of urban markets. About 70% of bicycles, mechanical watches and radios and
about 60% of batteries, sewing machine and table fans are sold in rural India. At the same
time the sales of colour television, washing machines, refrigerators, shampoos, face
cream, mosquito repellent and tooth paste are very low and there is tremendous potential
for such products in rural market
In the report, an analysis of the in the market has been done, which stipulated that,
Mahindra & Mahindra (From equipment sectors) is leading the market and has achieved
highest ever-annual profit in2019-20 enduring task has been made possible only with the
rural marketing and bank support
Few recommendations have also been mentioned to further improve the Rural marketing
strategy and bank support through proper and pro-active strategies, which will help
Mahindra & Mahindra in retaining its top position for the near future.
6
MAHINDRA & MAHINDRA
COMPANY PROFILE
7
MAHINDRA & MAHINDRA
WELCOMES YOU
8
THEY WHERE THE FOUNDERS OF M & M…
9
The birth of Mahindra & Mahindra began when K.C.
Mahindra visited the United States of America as Chairman of the
India Supply Mission. He met Barney Roos, inventor of the rugged
'general purpose vehicle' or Jeep and had a flash of inspiration:
wouldn't a vehicle that had proved its invincibility on the battlefields
of World War II be ideal for India's rugged terrain and its kutcha
rural roads? Swift action followed this thought. The Mahindra
brothers joined hands with a distinguished gentleman called
Ghulam Mohammed & on October 2nd, 1945, Mahindra &
Mohammed was set up as a franchise for assembling Jeeps from
Willys, USA. Two years later, India became an independent nation
and Mahindra & Mohammed changed its name to Mahindra &
Mahindra. Ghulam Mohammed migrated to Pakistan post-partition
and became the first Finance Minister of Pakistan. Since then,
Mahindra & Mahindra has grown steadily in size and stature and
evolved into a Group that occupies a premier position in almost all
key sectors of the economy. The Group's history is studded with
milestones. Each one taking the Group forward. In fact, today, its
total turnover is about 6.3 billion dollars. Mahindra is a group in a
hurry, engaged in an ambitious, sustained and prolonged
penetration into the global arena.
10
Its spirit can be encapsulated in the words of the poet Robert
Frost, a favourite of India's first Prime Minister, Pandit Jawaharlal
Nehru"
Mr. Mahindra frequently shares his views and ideas on Indian economy and
business through his writings in some of India’s leading business magazines.
12
Mr. Mahindra is the recipient of the following awards:
• 2005 Leadership Award from the American India Foundation for his,
and the Mahindra Group’s commitment to corporate social responsibility.
• The Most Inspiring Corporate Leader of the Year 2007 from NDTV
Profit.
13
OTHER ACTIVITIES :
He takes a keen interest in matters related to education and apart from being
a Trustee of the K.C. Mahindra Education Trust, which provides scholarships
to students, he is also on the Board of Governors of the Mahindra United
World College of India.
Mr. Mahindra is the Founder Chairman of the Mumbai Festival, which was
launched in January 2005. The event was the first comprehensive festival to
celebrate the rich cultural diversity of the city.
14
Mr. Mahindra also serves on the following Boards and committees:
15
Excellence is M & M’s tradition and it has come from our Founders.
In 1945 these two men faced higher odds but delivered their promise…
16
They proved that..
17
M &M’s Journey Towards Excellence…
18
We are…
Mahindra & Mahindra is the only Indian company among the top three
tractor manufacturers in the world
19
Company Overview
The Mahindra group's Farm Equipment Sector (FES) is amongst the top
three tractor brands in the world. It has won the Japan Quality Medal in 2007.
It also holds the distinction of being the first tractor company globally to win
the Deming Application Prize in 2003. FES is the first tractor company
worldwide to win these honors. This shows the strong focus of FES on
Quality and Customer Satisfaction. Today, the domestic market share of FES
is around 42%. (Mahindra brand: 30% and Swaraj brand: 12%).
20
FES has a subsidiary agricultural tractor manufacturing company in India
known as Mahindra Gujarat Tractor Limited (MGTL).
21
Production Overview
The Farm Equipment Sector has always been a process driven organisation
with a strong focus on its quality systems. The TQM movement in the Sector
has brought accolades like the most coveted Deming Application Prize,
making it the first tractor company in the world to win recognition of this
stature.
22
23
KEY PRODUCTS
24
BRAND INFORMATION
42 hp to 70 hp range
30 hp to 50 hp range
25 hp to 45 hp range
25
Today we are an Indian company with a Global Vision..
26
Mahindra Group today globally operates 36 business’s
organized within its 6 sectors
Other Sectors
Farm Equipment Sector Automotive Component Sector
President & Exec. Director Sector Infrastructure Sector
Mr. K.J. Davasia Telecom & Software
Trade & Financial Services
27
Mahindra & Mahindra
-Farm Equipment Sector
28
ABOUT MAHINDRA & MAHINDRA LTD.
29
The journey towards excellence – Product Development
30
31
32
33
Our Mission………to become the
Global Leader
34
COMPETITORS
Escorts
Escorts Ltd began local manufacture of Ford tractors in 1971 in collaboration with Ford,
UK and total production climbed steadily to 33,000 in 1975 reaching 71,000 by 1980. Ford
(Ford - New Holland) was sold in 1992. Ford Motor Company proper quit the tractors
business, but the name was allowed to continue as per agreement until 2000, when
Escorts relabeled its Ford models under the Escort brand. Escort manufactures produces
tractors in the 27-75 HP range and has already sold over 6 lac tractors. Its tractors are
marketed under three brand names, Escort, Powertrac and Farmtrac.
New Holland
New Holland Ag's entry into India was facilitated by FIAT's acquisition of Ford-New
Holland in 1991. By 1998 New Holland Ag. (India) completed the construction of a new
plant in Noida, near New Delhi, with a capacity of 5000 tractors in the 35 - 75 hp range. In
1999, New Holland Ag.'s parent company FIAT bought 70% of holdings of Case
Corporation and created Case New Holland Global (CNH one of the top three
tractor/agricultural/construction machinery manufacturers in the world), the new holding
company New Holland Ag. (India). In 2000, the capacity of the Noida plant rose to 12,000
tractors per year and in 2007 the company manufactured 24,000 tractors for the domestic
and export markets.New Holland India exports fully-built tractors to 51 countries in Africa,
Australia, South-East Asia, West Asia, North America and Latin America.The India plant of
New Holland was originally built in 1998 to cater only to India domestic market. However
due to slow down of economy by year 2001-2002 and slump in domestic demand, it
became a challenge to utilize the installed capacity of the factory.Hence the company
started looking its market beyond India borders. Its then CEO Mario Gasparri guided the
vision and handed over the task of overseas business to its dynamic manager Bhanu
Sharma. The efforts paid off well. Bhanu Sharma in capacity of Head-International
Business Operations took op the export volumes from the level of almost nil in 2003 to
8000 units in year 2007. The export business last year in 2007 contributed over 50% of the
company business of total USD 250 millions.This also made New Holland the second
35
largest tractor exporter from India after John Deer. In year 2007, India exported around
32,000 tractors of which 25% share was of New Holland.
International Tractors Limited was incorporated on October 17, 1995 and began
manufacturing tractors designed by Central Mechanical Engineering Research Institute
(CMERI). ITL currently is manufacturing Sonalika tractors between 30 HP to 90 HP, and
the CERES brand between 60HP to 90HP. ITL went into collaboration with Renault
Agricultural of France in July 2000. Renault Agriculture is a subsidiary of the Renault
Group. Renault Agriculture was bought by CLAAS of Germany in 2003. Incidentally
CLAAS already has a strong presence in India market producing its Crop Tiger range of
Combine Harvesters in a plant in Faridabad (near New Delhi) since 1992.
Standard
Standard Combine began building tractors in 2000 in Barnala, India. In Standard Tractors,
tractors are being manufactured in the range of 35, 45, 50, 60, and 75 HP with respective
model names: Standard 335, Standard 345, Standard 450, Standard 460, and Standard
475. Engines for all these tractor models, except the last one, are manufactured within the
plant as ‘Standard Engines’, in specific names – SE 335, SE 345, SE 450 and SE 460,
respectively. All the above-mentioned models of Standard Engines have shown
compliance to the TREM-III emission norms, as have been verified by the ARAI. However,
two new variants of tractor of 35 hp (Standard 335-I) and 45 hp (Standard 345-I), equipped
with famous Perkins engines (assembled within the Standard Tractors plant), and two
completely new models of tractor of 30 hp (Standard 330) and 40 hp (Standard 340) are
on the verge to be launched. Besides these, three 3-wheelers (two passenger-carriers and
one cargo), one 4-wheeler (cargo), a crane, an electric 3-wheeled mini-car, and two 2-
wheelers (scooters) are either in the process of development or on the verge of launch
from the Standard Tractor Division.
VST Tillers
VST Tillers was set up in 1965 in Bangalore, India. In collaboration with Mitsubishi
Agricultural Machinery of Japan, they manufacture 18HP tractors under various brands,
36
including Mitsubishi-Shakti', Shakti, Eurotrac-VST and Euro-Trac. They have been
exported to Asia, the Middle East, Europe and the USA.
Preet Tractors
Preet Agro began manufacturing tractors in 2002 in Punjab, India. They currently
manufacture in the 35-70hp range.
Indo Farm
Founded in Baddi, Himachal Pradesh, India in 1999, Indo Farms builds tractors in the 30-
65 hp ranges.
Formerly known as Bajaj Tempo Ltd. until 2005, Force Motors Ltd., makers of India's
ubiquitous 3-wheeler Tempos since 1957 in a collaboration with Vidal & Sohn Tempo
Werke, Germany. In 1999 began production of Ox and Ox 45 Brand Tractors both which
incorporated transmission technology from the German manufacturer ZF. Additional line
Balwan was introduced in 2004 and between the lines Force Motors offers a line of two-
wheel and four-wheel tractors in a horsepower range from 10 - 50 HP.
37
Crossword Agro Industries
Located in Rajkot, India, Crossword manufactures small tractors under the Nissan, Atmak
and Captain brand names.
Eicher
In 1949, Eicher Good Earth was set up in India with technical collaboration with Gebr.
Eicher of Germany imported and sold about 1500 tractors in India. In April 24, 1959 Eicher
came out with the first locally assembled tractor from its Faridabad factory and in a period
from 1965-1974 became the first fully manufactured (100% indigenization) tractor in India.
In December, 1987 Eicher Tractors went public and in June, 2005 Eicher Motors Limited
sold Eicher Tractors & Engines to a subsidiary of TAFE called TAFE Motors and Tractors
Limited.
Eicher also produced tractors under the Euro Power and Eicher Valtra brands under
license from Valtra, an AGCO brand.
Tractors and Farm Equipment Limited (TAFE) was launched in 1960 at Chennai,
to produce and market different Massey Ferguson tractors and similar farm equipment in
India. Now they manufacture tractors under two brand names, TAFE and Massey
Ferguson. Being one of the largest tractor manufacturers in India, TAFE's aims at
becoming the first choice of customers in India and to make its mark in international
markets. The company has already exported to the USA, Canada, South Africa, Kenya,
Tanzania, Sri Lanka, Bangladesh, Maldives, Australia, New Zealand and Turkey. (TAFE)
is an Indian manufacturer of tractors and other farm equipment with its corporate
headquarters in Chennai. The company has reported annual revenue of $750 million and a
sales volume of over 80,000 tractors annually.
38
** OBJECTIVE
My objective is that to find out the how bank to provide the financial
support of the farmers and my another objective is to that how Rural
Marketing is effective to mahindra tractor.
39
BACKGROUND
&
MARKET TREND OF RURAL
MARKETING STRATERGY AND BANK
SUPPORT
40
** Background
Dealers who are having complete setup like showroom and well-equipped
workshop.
Tractors are being sold though Salesmen who are the employees of
Tractor Industry trend and Market Share of top 5 and all Brands are
enclosed.
41
42
A Tractor is a high value product price starts from 2.5 lacks and varies up to
7.5 lacks.
Most interesting thing is such a high value product where a lot of technical
expertise are also required is being sold by technically unskilled and normal
Hence Mahindra and Mahindra being the market leader in India consent rate
43
METHODOLOGY
RESEARCH PROBLEM
RESEARCH DESIGN
DATA COLLECTION
The researcher collected information through the official websites,
magazines and journals.
NATURE OF STUDY
The project on which the researcher worked is descriptive and
inferential in nature.
44
DATA SOURCE:
The researcher took the help of both primary as well as secondary sources.
Secondary sources being interaction with various banks and farmers of the
selected and has been chosen for the research by the researcher.
Secondary sources have being the internet as the medium and the official
sites of the companies of Agriculture sectors and feedback of MAHINDRA.
INSTRUMENT USED
The researcher for the research used a Questionnaire cum Schedule for
market research for both the segments horizontal and vertical.
The
SAMPLE SIZE
Sample size for the research is fixed. It counts to 95. That is the MAHINDRA
companies and corporate selling and feed of MAHINDRA in comparison
between other Agriculture sectors.
45
Annexure
46
of KUMA
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KULDEE
Sulta P
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Sulta MR.SAS
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3 K.K. Bew
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4 of Mainp Main CHAND 99174
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48
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Allah MR.K.C.
5 abad Mainp Main SHARM 93585 1
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5 K.K. al Main
5 51 G.B Road puri 0 0 0 0 0 0 0 0 0 0 0 0 0 0
5 K.K.
6 52 G.B Giror Giror 0 0 0 0 0 0 0 0 0 0 0 0 0 0
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5 K.K. Madh
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49
6 K.K. Ashok Kura
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8 76 K.K. Dihuli Barn 1 0 0 1 0 0 0 0 0 0 0 0 0 2
50
0 G.B ahal
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1
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Characteristics of rural markets
1. Large number of consumers:
According to the 1991 census, the rural population constitutes about 74% of the
total population in our country. While the population went from 55 crores (1971) to 85
crores (1991), the rural-urban proportion have remained more or less the same as in 1971.
There are states like U.P, M.P, Bihar, Rajasthan and Orissa where rural population varies
from 80 to 90 percent. Therefore a large population gives an opportunity for marketing a
variety of goods and services. However income and purchasing power play a major role in
determining the demand in rural areas.
2. Occupation pattern:
Agriculture and related activities continue to be the main occupation for majority of
the rural population. Land is the major source of income for about 77% of the population.
Others are engaged in business (10%), non-agriculture labour (9%), salary earners (2%)
and not gainfully employed (2%). It is evident that rural prosperity depends upon growth
and development of agriculture.
3. Literacy level: It has been estimated that the rural literacy level is 36% compared
to 62% in urban areas. Literacy is one of the important factors in developing awareness
51
and knowledge about technological changes. As many as 16 major languages are spoken
adding to the complexities in rural communication.
5. Media reach:
The media reach in rural household is low. Statistics indicates that the reach of Print
media is 10%, followed by TV 31%, Radio 32% and Cinema 36%. Therefore the marketer
has to consider rural specific promotion media and methods to reach the villagers .
6. Communication facilities:
About 20% of the six lakh villages are without telephone facility even today. This
includes Rajasthan (17600 villages), MP (14200 villages), Maharashtra (12000 villages),
Gujarat (7000 villages), and AP, Assam, Orissa about 6000 villages each. (Source: The
Indian Express dated 30.3.2003).
7. Transportation facilities:
About 50% of the markets are not connected by road. Most of the roads are kachha
and become unusable during rainy season. Many farmers use bullock cart for transporting
their produce from village to the market. This means of transport is time consuming.
8. Rural electrification:
The main objective is to provide electricity for agricultural operations and for small
industries in rural areas. About 5 lakh villages (77%) have electric supply and this has
increased the demand for electric supply and this has increased the demand for electric
motors, pumps and agricultural machinery.
9. Medical facilities:
Medical facilities are quite inadequate and the villagers have to travel long
distances for getting medical treatment.
10. Distance:
Village nearer to towns has elements of the urban life. Interior villages are
52
more traditional
Promotion strategies
Formal media
It includes Press and print, TV, Cinema, Radio, and Point of purchase and
Outdoor advertisement. Reach of formal media is low in rural households (Print:18%,
TV:27%, Cinema:30%, and Radio:37%) and therefore the marketer has to consider the
following points:
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Thanthi in Tamil Nadu, Punjab Kesari in the North, Loksatta in Maharashtra and Tamil
magazine Kumudam are very popular in rural areas.
Television:
It has made a great impact and large audience has been exposed to this
medium. HLL has been using TV to communicate with the rural masses. Lifebuoy, Lux,
Nihar oil etc are some of the products advertised via television. Regional TV channels
have become very popular especially in Southern states. Examples: SUN TV is very
popular even in rural areas in Tamil Nadu and Asianet is a preferred regional channel in
Kerala. Many consumer goods companies and fertilizer companies are using these TV
channels to reach the rural customer.
Radio:
Radio reaches large population in rural areas at a relatively low cost. Example:
Colgate, Jyoti Labs, Zandu Balm, Zuari industries are some of the companies using radio
communication programme. There are specific programmes for farmers like Farm and
Home/Krishi Darshan in regional languages. The farmers have a habit of listening to
regional news/agricultural news in the morning and the late evening. The advertisement
has to be released during this time to get maximum coverage in rural areas. Another
advantage is that the radio commercial can be prepared at short notice to meet the
changing needs of the rural folk. Example: Release of a pesticide ad at the time of
outbreak of a pest or disease in crops
Cinema:
About 65% of the earnings from cinema are from rural markets. Film viewing
habits is high in certain states like Tamil Nadu, Karnataka and Andhra Pradesh. Village
theatres do roaring business during festivals by having four shows per day. The monthly
charge for showing an ad film is within Rs.500. Local distributor or dealer who has good
contacts with cinema houses in villages can easily monitor this activity. Examples: Films
on products like Vicks, Lifebuoy and SPIC fertilizers are shown in rural cinema halls. Apart
from films, Ad slides can also be screened in village theatres.
Outdoor advertisements:
This form of media, which includes signboards, wall painting, hoarding, tree
boards, bus boards, dealer boards, product display boards etc, is cost effective in rural
areas. Symbols, pictures and colours should be used in POPs meant for rural markets so
that they can easily identify the products. Generally rural people prefer bright colours and
the marketer should utilize such cues.
Point of purchase:
Display of hangings, festoons and product packs in the shops will catch the attention
of prospective buyers. However a clutter of such POP materials of competing companies
will not have the desired effect and is to be avoided.
Wall paintings:
It is an effective and economical medium for communication in rural areas, since
it stays there for a long time depending upon the weather conditions. The cost of painting
one square foot area is just Rs.10. Retailers welcome painting of their shops so that the
shop will look better. Walls of farm houses, shops and schools are ideal places for painting
and the company need not have to pay any rent for the same. The walls have to be
painted at least one or two feet from ground level. It is better to take permission of the
owner. Very often the owner takes responsibility for taking care of the wall painting.
Painting to be avoided during election time and rainy season. The matter should be in the
form of pictures, slogans for catching the attention of people. Companies marketing TV,
fans, branded coffee/tea, toothpaste, pesticides, fertilizers etc. use wall painting as
promotion medium in rural areas.
Tree boards:
These are painted boards of about two square feet in dimension having the
picture or name or slogan of the product painted on it. The cost of such a painted board is
about Rs.80. These boards are fixed to the trees on both sides of the village road at a
height of about 10 feet from ground level. These boards attract the attention of slow
moving vehicles like cycles, bullock carts and tractors and people walking on the road.
Considering the poor condition of roads, even the buses move at slow speed through
village road. Fertilizer and pesticide companies in rural areas extensively use tree boards.
These are low priced promotion items and can be used by consumer goods companies
too.
Farm-to-Farm/House-to-House visit:
Rural people prefer face-to-face communication and farm visits facilitate
two-way communication. The advantage is that the sales person can understand the
needs and wants of the rural customer by directly discussing with him and answer his
queries on products and services. Potential customers in the village are identified and the
55
company’s/distributor’s representative makes farm-to-farm visits and highlight the benefits
of the products. The person carries with him literature in local language and also samples
of products. The person does not sell the product but only promotes the use of the
product. Very often the local dealer also joins the representative in making farm-to-farm
visits. The dealer clarifies the terms and conditions of sale and also makes independent
follow up visits for securing orders. Example: This approach has been found to be very
effective for agricultural machinery, animal health products and agricultural inputs. Many
LIC agents and companies dealing with high value consumer durables have tried this
method with success in rich rural areas.
Group meeting:
Group meetings of rural customers as well as prospects are an important part of
interpersonal media. The company is able to pass on the message regarding benefits of
the products to a large number of customers through such meetings. Group meeting of key
customers are conducted by banks, agricultural inputs and machinery companies in rural
areas. The bankers visit an identified village, get the village people in a common place and
explain the various schemes to the villagers. Such meetings could be organized in
prosperous villages for promoting consumer durables and two wheelers also. Example:
MRF Tyres conduct tractor owners meet in villages to discuss repairs and maintenance of
tractors
Opinion leaders:
Villagers place more emphasis on the experience of others who have used a
product/brand to make purchase decision. Opinion leader is a person who is considered to
be knowledgeable and is consulted by others and his advice is normally followed. Such
opinion leaders could be big landlords, bank official, panchayath-president, teachers,
extension workers etc. Examples: a) Mahindra Tractors use bankers as opinion leaders for
their product. b) Asian Paints promoted its Utsav brand of paint by painting the village
Sarpanch’s house a few months prior to the launch if the branch to demonstrate that the
paint does not peel off.
The Mela :
Melas are of different types i.e. commodity fairs, cattle fairs and religious fairs and
may be held only for a day or may extend over a week. Many companies have come out
with creative ideas for participating in such melas. Examples: a) Britannia promotes Tiger
Brand Biscuits through melas. b) The mahakumbh at Allahabad is the biggest mela in
India. HLL has put up 14 stalls in the mela grounds for promoting Lifebuoy. Handcarts
have been deployed for increasing access.
The Haats :
Traditionally on certain days of week, both the sellers and buyers meet in the village
to buy and sell goods and services. These are the haats that are being held regularly in all
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rural areas. The sellers arrive in the morning in the haat and remain till late in the evening.
Next day they move to another haat. The reason being that in villages the wages are paid
on weekly basis and haat is conducted on the day when the villages get their wages. For
the marketer, the haat can be an ideal platform for advertising and selling of goods. By
participating in haats and melas, the company can not only promote and sell the products
but also understand the shared values, beliefs and perceptions of rural customers that
influence his buying behaviour.
Folk dances:
These are well-appreciated form of entertainment available to the village people.
The folk dance “Kuravan Kurathi” is popular in Tamil Nadu. The troupe consists of
dancers, drummers and musicians and they move in a well-decorated van from one village
to another village singing and dancing. In a day the troupe covers about 8-10 villages. As
soon as the van reaches a village, film songs are played to attract the attention of the
villages. This is followed by folk dances. Mike announcement is made about the
company’s products and leaflets are distributed. After the dance programme, queries, if
any, about the products are answered by the sales person. Folk dance programme costs
about Rs.5000 per day and therefore these programmes are conducted during the peak
season in selected villages.
Examples: Fertilizer and pesticide companies organize folk dance programmes during
peak season in selected markets. Thumps Up has sponsored Lavnis, the folk dance
programme of Maharashtra and over 30 programmes have been arranged in selected rural
markets.
Field demonstration:
This is based on the extension principle “seeing is believing” and is one of the most
effective methods to show the superiority of the company’s products to the customers. A
progressive farmer who is an opinion leader is selected and the demonstration is
conducted in his field in the presence of a group of farmers in the village. The farmers
observe the results in the field and the local dealer calls on them in their farms and
persuades them to buy the particular brand of pesticide or fertilizer. Examples: a) Spraying
a particular brand of an insecticide against insect pests and showing the farmer how
effectively the insects are controlled. b) Demonstrating the use of tractor/implements for
different agricultural operations. c) Hawkins pressure cooker has demonstration
representatives who carry out demos in rural households. The representative receives 1%
commission for every customer who approaches the dealer via demonstrations. e)
Similarly effectiveness of detergents, pressure cookers, vaccum cleaners and mosquito
coils could be promoted by demonstrations in selected markets.
Examples: Fertilizer and pesticide companies organize folk dance programmes during
peak season in selected markets. Thumps Up has sponsored Lavnis, the folk dance
programme of Maharashtra and over 30 programmes have been arranged in selected rural
markets.
Field days:
These are extension of field demonstrations. One of the main objectives of following
modern agricultural practices is to increase the yield. The company organizes
demonstrations in a piece of land belonging to progressive farmers. All the fertilizers,
pesticides, nutrients etc. are applied after making field observations. Just before harvest,
all the important farmers are invited to see demonstration plot and see for themselves how
the yields are better in the plot compared to other fields. Field demonstrations/field days
consume lot of time and efforts and therefore have to be planned well.
Information centers:
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They provide latest information on cultivation of crops, fertilizer application, weed,
management and control of pests and diseases. Experienced agricultural graduates who
make frequent visits to the field and
advice farmers on modern agricultural practices manage the centers. They also provide
information on farm implements, seeds, fertilizers, pesticides, diesel engines, sprayers and
tractors etc. Many consumer goods companies have opened show rooms in prosperous
rural areas. Example: Hero Honda has opened extension counters with show room
facilities in major rural markets.
Life-style marketing:
Each rural market segment has certain special features i.e. they share common
life-style traits. They include village sports, religious events, prominent personalities and
role models. Examples: Textile mills maintaining community gardens, Mineral water
companies supplying clean drinking water during summer festivals in villages and
Consumer goods companies sponsoring Kabaddi.
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M a n u f a c t u re r- w h o l e s a l e r- re t a i l e r- c o n s um e r :
and these wholesalers cater to the needs of retailers in villages. Example: Sale The
manufacturer appoints wholesalers in key rural markets of pesticides used in agriculture.
Manufacturer-retailer-ultimate consumer:
(A) yes
(B) No
60
Yes
40
No
60
a
b
(A) up to 2 lakh
(B) up to 3 lakh
(C) up to 4 lakh
A 40
B 50
C 10
a
b
c
(A) up to 6 acre
(B) up to 4 acre
A 60
B 40
a
I b
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how much time take in a tractor loan ?
(A) 10 days
(B)15 days
A 10
B 20
C 70
a
b
c
Do you agree that Mahindra tractor owner is more satisfy than other tractor
owner?
(A) yes
(B) no
(C) Don’t know
A 40
B 20
C 40
a
b
c
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QUESTION TO FARMERS………
(A) Tractor
A 30
(B) Car
B 30
(C) both
C 40
a
b
c
a
b
c
63
Do you like mahindra customer care service?
(A)YES
A 30
(B)NO
B 30
(C) don’t know
C 40
a
b
c
a
b
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would you like to buy higher HP tractor or lover HP tractor?
(A) HIGHER
(B) LOVER
a
b
A 55
B 45
LITERATURE REVIEW
Doing training was really an opportunity before me when I could convert my theoretical
knowledge into practical and of real world type. Fortunately, the company I got is a true
follower of the various principles of management and also one of the leading companies in
its segment of the industry. The working environment that I was being provided was
extraordinary and helped me a lot in delivering my work properly and with full potency of
65
mine. MAHINDRA is one of the renowned names in the Agriculture sector of Automobile
Industry.
The graph of sales of these respective product lines is the best in the industry as
compared to their competitors. I did my summer training project at MAHINDRA Lucknow,
where I found all the professionals are very much committed to their work as well as they
were all professionals enough. This helped me a lot in getting a good deal of exposure. As
I had to consult the Channel partners, I felt myself, in the beginning, in a bit problem. But
the cooperation of my superiors at the work induced confidence in me to deal with my
problems whenever they came.
CONCLUSION
At last, the data and the information that is segregated from the various sources is purely
authentic and consists no additional facts and figures. The tidings that are taken into this
project report is completely accurate and have no any imitation from any other things.
From the vigor study about the MAHINDRA.
66
I am proficient to grasp the knowledge about the varied aspects of the concern and to
make out the perfect statement about the Bank and Rural marketing strategy of
MAHINDRA.
From this project report I cracked to make the appropriate statement towards the
increment of visibility role in the MAHINDRA.
During the make out of this project report, I have committed to come across from the each
and every aspect of the concern. And try to capture all the things as correct as it is
possible.
At the beginning of training, we told to work on the Bank Financing support and Marketing
strategy of MAHINDRA. In that, we need to focus on the very important phase of the
concern to study the brand image of the MAHINDRA and study the consumer moving to
higher hp and also study MAHINDRA’s marketing strategies as well as the visibility so as
to create the brand image into the minds of the people at the local level as well as the
corporate level.
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For the boost up in the visibility, we proposed various ideas to promote the company and
to extend their sales at the large level such as we made questionnaire regarding brand
image of MAHINDRA and its marketing strategy and ask those questions to
Bankers,farmers and other consumers.
At the ultimate stage of my training, I want to suggest that the company needs to work
more on their Bankers who is the largest supporters to boost up our sales and also rural
marketing strategies to boost their sales figures and capture the large market share. They
need to invest more on their promotional campaigns and strategies so as to come up with
the new well planned and systematic approach to promote their concern.
BIBLIOGRAPHY
Internal sources of the organization data such as record files.and bank
www.scribd.com
Business Standard
The Financial Express
Business Line
The Telegraph, Calcutta
www.mydigitalfc.com
www.researchandmarkets.com
www.CSDMS.com
www.google.com
The Economics Times
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