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Maha Project
Maha Project
INTRODUCTION
India being an agriculture dependent country, farm equipments such as tractors have played a very crucial and significant role due to which where we can find the consistency and efficiency in the economy.
In today s competitive world, a firm has to attract the interest of the customers and satisfy by providing effective service to them consistently as per their taste and requirements. They have to understand and know customer needs and preferences.
Marketing occupies an important position in the organization with regard to business. Peter Ducker, points out that the purpose of marketing or business is to create a customer . Few decades back the seller was the king of the market, the simple reason for this was lack of competition. Marketing management occupies the most important position in business management. Marketing management in a firm is critical as it deals with customers and their needs. The major task of marketing management is to adopt firm s resources to market opportunities The essence of marketing concept is that the customer and not the product shall be the heart of the entire business system. It emphasizes on customer oriented marketing process, plans. Policies and programs, which are formulated to serve efficiently the customer demand. Marketing is so basic that it cannot be considered as a separate function. It is the whole business seen from the point view of its final results i.e., from the customer s point of view . A consumer is the king and has the right to choose from a large variety of offering. He is the central point and all marketing activities revolve around him. Today market is a more consumer oriented in the sense all the business operations revolve around the customer satisfaction and service.
Thus, marketing is often dynamic, challenging and rewarding. It can also be frustrating and even disappointing but never dull. The topic A study on the brand awareness of Mahindra & Mahindra Tractors is chosen to study the Brand Awareness adopted in Sri Ganesh Agro Tractors, dealers for Mahindra & Mahindra Ltd. This project deals with how Mahindra & Mahindra Ltd. defines its consumer target and uses its marketing tools in the best way to attract and satisfy their needs and wants competitively and profitably. Here marketing functions are limited to the function of buying and selling, but they include all functions necessary to satisfy the customer such as financing, after sales services, etc. Customer oriented marketing approach points out the primary task of business enterprise is to study needs, besides the value of potential customer on the basis of latest and accurate knowledge of marketing demand. Marketing management usually represents all managerial efforts and functions to operate the marketing concept, not only in letters but also in the spirit. Marketing concept demands customer oriented marketing plans, programs and policies so that the merchants can assume perfect correlation between demand and supply. Thus, marketing is a matching process by which a producer provides a marketing mix i.e., product, price, promotion and physical distribution that meet consumer s demand of a target market within the limits of society. Finding out A study on the brand awareness of Mahindra & Mahindra Tractors is the important statement of the problem in this project.
This will help the firm or company to improve their marketing strategies as well as servicing strategies adopted by them. It also helps them to know their current position in the market.
Problem Statement
In today s competitive market, the brand plays an important role in every business, so brand awareness is the important task and makes the loyal customers towards the brand is a great challenge in every company. Based on the above statement I have decided to take up my academic project on the title A study on the brand awareness of Mahindra & Mahindra Tractors at Sri Ganesh Agro Tractors in Channarayapatna.
Research Methodology
The formidable problem that follows the task of designing the research project is known as the "Research Design". The design of a quantitative research study includes the method for collecting the data. The sample design and construction of the data collection instrument. 1. Purpose of enquiry: The scope of the enquiry is to support the data required to make study on A study on the brand awareness of Mahindra & Mahindra Tractors . 2. Scope of data: The scope of enquiry is limited to the study of the topic concerned only. 3. Sources of data: The data collected through primary data. A. Nature and type of enquiry: Non-official Non-confidential B. Direct: 100% accurate data.
Sampling Design
A sample size of 100 respondents was covered. Random sampling procedure of survey was conducted during the collection of primary data. Respondents were classified on the basis of their age etc. Respondents were consulted at the showroom.
Primary Data
A detailed questionnaire was handed over to a chosen sample. Frequent visitors to the Sri Ganesh Agro Tractors. Interaction with Customer. Discussion with executives of Sri Ganesh Agro Tractors.
Secondary Data
Product broachers. Previous annual report. Magazines & journals. Internet.
The study is purely academic. Due to time constraints the study is restrict to Channarayapatna only.
Only the customers of Sri Ganesh Agro Tractors were considered as respondents. The survey was conducted in this urban sector of respondents thus it cannot be generalized.
CHAPTER-II
y Industrial profile of Farm Equipment Sector y Profile of Mahindra & Mahindra Tractors
2 INDUSTRY SCENARIOS
The tractor industry in India has developed over the years to become one of the largest tractor markets in the world. From just about 50,000 units in early eighties the size of tractor market in the country has grown up to over 200,000 units. Today industry comprises of 14 players, including 3 MNCs. The opportunities still are huge considering the low farm mechanization levels in the country, when compared to other developed economies across the world. Key concern for the industry is its dependence on agricultural income in hands of farmers and the state of monsoon. The key players are Sonalika, John Deer, Mahindra, New Holland etc.
the market share. A begin state policy, which provides the buyer subsidies & soft loans has seen the tractors become a popular substitute for the LCV as utility vehicle in rural areas. Due to the general slowdown in the growth rate of the Economy, the industry expects to slow down. The growth rate in tractor declined from 18.5% in 1994-95 to 17.3% in 1995-96 & 1996-97 (April-Nov). But there is one company which has defined this entire slowdown pattern & is growing at a steady pace. The co. is Punjab Tractors Ltd. The market share of Punjab tractors has increased from 11% to 14.9% in 1996-97 (April- December). It overtook Eicher in 93-94& Farm Equipment (TAPE).
The future of the tractor industry will see a shakeout of sorts. The small players will either have to survive. According to experts, ten years from now, the market will stagnate. If at all there is a market that will grow, it will be one for replacements. Till then Tractor players will continue to trudge along slowly maintaining a 5-6 percent growth rate. Hence the performance of the companies, from the automobile industry that have featured in this year's top50 reveals that though the industry is in the grip of recession players with very good fundamentals will always continue to reward the investors.
The Indian tractor industry sold approximately 2.2 lakh tractors between, April1996&March 1997. On an average the tractor market gas grown by 6% to 7% each year since 1993. When the industry was of around 1.4 lakh tractors in all these years some of the companies had limited production capacities & the customer had to wait for most popular models. These problems were more acute in the season & often aggravated by the short supply of premium models.
However, since October 1996, a distinct change has been observed in the tractor market. All tractors models, including the so called premium products, are readily available in the show room. The main reason for this phenomenon is that all tractor manufacturers have been gradually increasing their production volume in the last few years and presently the total production capacity of all the tractor manufacturers has
reached approximately 2.7 lakh units. This will ease the supply position of tractors and in times to come the customer will not have any waiting period for a tractor.
agriculture helps for the promotion of international trade & the development of agriculture is essential for economic growth, the significance of agriculture in India arises also from the fact that the development in agriculture is an essential for the development of the national economics. Though the experience of Indian farmer the yields crops in India very low when compare to other countries. For this reasons are quite obviously mono cropping & repeated use of land without rest is one problem is the efficient use of good fertilizers expect domestic fertilizers also primitive & traditional, besides the wooden plough, hoe, sickle & other old method of practicing agriculture no any mechanical or other devices are used. By mechanization of agriculture we mean the replacement of animal & human power by machinery & pouching done by tractors. Sowing & putting of fertilizers by the drill & reaping & thrashing by the combined harvester & so on. The tractors will so be used in transporting crops to markets. By using tractors, crops can be easily taken.
Mahindra and Mahindra began operations, with assembly of jeeps imported in semi knocked down (SKD) condition form wills, USA Mahindra and Mahindra started manufacturing jeep in collaboration with wily overland corporation and American motor cooperation (now parts of the Chrysler group) in 1954 and LCVs in 1965. Tractor production started in 1965 in a joint venture company with technical collaboration of international harvester company Chicago, USA. This company was merged with M and M in 1977. M and M is originally a principal supplier to the government for defense and other departments. M and M has restructured its operations. While the focus is anautomotive and tractor divisions most of the other business including IT, Infrastructure and financial services have been hired off into new ventures. Mr. Anand Mahindra is a member of the class of 1977 Harvard College, Cambridge; mustache sets form where he graduated manger cum laude (high honors). In 1981 he secured on MBA from the Harvard business school in Boston after returning the India he joined Mahindra urine steel company ltd. In 1989 he was appointed president and deputy-managing director of MUSCO. In April 1997, he moved over to M and M as the deputy- managing director. In April 1997, he was appointed as the managing director by the board of M and M. Mr. Mahindra was also the co promoter and is the chairman of total Mahindra finance ltd. Mr. Mahindra
writes frequently on business and general economic subject is leading business and Business magazines.
2.7 Overview
The Mahindra Group s Farm Equipment Sector has a significant presence across six continents. It is among the top five tractor brands in the world, with its own state of the art plants in India, USA, China and Australia, and a capacity to produce 1,50,000 tractors a year. The Group has a network of 800 dealers worldwide. In the domestic business, the Farm Equipment Sector has had an unparalleled market leadership for the last 24 years. It is the largest producer of tractors in India. The international operations of the Farm Equipment Sector are spread across six continents. It has state of the art manufacturing plants in India, USA, China and Australia. Mahindra Gujarat Tractor, acquired by Mahindra & Mahindra from the Government of Gujarat in 1999 is the oldest running tractor unit in the country. The
Mahindra Group has a 60% stake and the balance 40% is with the Government of Gujarat. Mahindra Agribusiness* integrates the food chain by providing quality inputs and farm solutions to post harvest management of high value farm produce. The Company s core business is to provide supply chain services to organized retail, to both export and domestic markets for fresh fruits and vegetables as well as to the food processing industry.
Mahindra Australia, based in Brisbane, is a branch of the global farm equipment manufacturer Mahindra & Mahindra. Mahindra Australia currently offers a complete line of 2WD and 4WD Compact and Utility models with an option to have performance matched attachments like Loaders and Mowers. Mahindra China Tractors, a joint venture between the Jiangling Motors Company Group and Mahindra & Mahindra, started operations in July 2005. It will see Mahindra & Mahindra further expanding the product range and developing more tractors for China as well as other overseas markets.
cultivation, aromatic medicinal crops like geranium, patchouli, etc., and other crops like pomegranates, grapes, gherkins, garlic, onions, potatoes as well as crops destined for Organised Retail and for the Seed Industry. Within the agri inputs area, Mahindra Agribusiness has taken a direct initiative in launching its brand of seed potato, wheat, maize, sunflower, groundnut and a range of vegetable seeds as well as agro chemicals. In addition, the Company has also acquired land in Pune to set up a Research & Development facility for seeds and saplings. The development of biofuels, a top priority for an automotive major like Mahindra & Mahindra is another area Mahindra Agribusiness is looking into. Mahindra Agribusiness is the first Indian corporate to be awarded a EUREPGAP certificate as Primary Marketing Organization for grapes. The Company has recently taken an initiative in processing and exporting gherkins grown by its farmer network and expects to strongly focus in the area of Supply Chain Management for Modern Retail and processing of horticultural produce out of India.
country, facilitating unique uses, such as mobile flour mills, brick kiln operations, vegetable farming and transportation of farm produce, water tanker haulage, transportation of goods and people. In early 2007, Mahindra Tractors launched India s first 5% bio-diesel tractor which is the outcome of the sector s relentless focus on R&D and its commitment to a cleaner environment. The utilization of renewable Biodiesel as a fuel for transportation vehicles is one of the significant technologies being developed for automotive application. The Bio-Diesel programmed is one of Mahindra s investments in India s sustainable economic development. FES has been the market leader in the Indian tractor Industry for the last 25 years and is historically known for the superior quality of its products and focus on customer centricity. It is also the only tractor company in the world to win both the Deming Application Prize and the Japan Quality Medal, two of the highest quality accolades which can be won by any company.
Mahindra s Farm Equipment Sector has recently won the Japan Quality Medal, the only tractor company worldwide to be bestowed this honor. It also holds the distinction of being the only tractor company worldwide to win the Deming Prize. The US based Reputation Institute recently ranked Mahindra among the top 10 Indian companies in its Global 200: The World s Best Corporate Reputations list.
Mission: We don t have a group-wide mission statement. Our core purpose is what
makes all of us want to get up and come to work in the morning Goals and Objectives y To provide highly technological innovative product y By 2015 it wants to enter almost all continents of world y Plan to open 30 outlet pan in India by next 4 year y To make the production system even more efficient y To usher prosperity; for its customers, dealers, employees, society and all other stakeholders. y To be the market leader in all power segments of tractors
Mahindra and Mahindra Ltd. have tractor manufacturing plants at Mumbai and Nagour in Maharashtra state where a wide range of tractors are produced. M and M s tractors manufacturing unit at Kandiv is the single urges tractors manufacturing unit in the world it consist of modern machine shops ascertainable line and engine manufacturing facilities. M and M is one of the top four manufacturing of tractor's in the world value terms the plant in Nagpur. Maharashtra also produces a wide area of agricultural implements to soot every sole type and from operation and O.E components. The M and M tractors division to date as produce over 500000 tractors over 5000 of which has been exported to USA, Africa ,Europe, Srilanka, Bangladesh, Vietnam and other countries. Its marketing network spans the Entire globe with representation in most contents around the world. M and M has widest range of tractors among Indian companies.
Different tractors models cover disparate market segment form 25 HP to 50 HP tractors for more than a decade. M and M tractors have been market leaders. But M and M is not content with being just a market leader research engines at machines developed a direct in injection tractors engine this gave for Greater fuel efficiency than even before and provided the advantage of an instant could start recently. M and M has Increased warranty to India on all its models to 2000 hours of usage or 2 years of service form 1000 hours or 1 year earlier strong emphasis on from continuous product innovation and improvement has helps to sustain our market leadership in the dynamic Indian tractor market. Strong manufacturing facilities backed by a strong R&D capability and a dynamic and customer oriented marketing function. M&M has secured the top position in the "Domestic Tractor Market".
2.16 Exports
They exports during August 2008 were 597 units as against 561 units for the same period last year, recording a growth of 6.42%. Total sales (domestic and exports) for the month were 7,597 units, as compared to 6,572 units for the same period last year, recording growth of 15.59%. Cumulatively, during this fiscal, Mahindra & Mahindra tractors sales in the domestic market were 41,455 units as compared to 37,611 units for the April- August quarter last year, recording a growth of 10.22%. Shares of the company declined Rs 5.2, or 0.9%, to settle at Rs 572.85. The total volume of shares traded was 15,411 at the BSE.
at present the name of owner of the company is Anand G Mahindra. The Mahindra Factory is located at Akurli Road. Mumbai & their implement division are at Nagpur. The factory is among the first to be set up in this Industrial town. Its main marketing Department is at Worli Road, Mumbai.
with any multinational countries which manufactured the machine tools. Mahindra name is synonymous with the quality machine tools in the major industrial concerns in India. Mahindra was not only manufactured tractors but also manufactured harvesters, combines, forklifts, trucks, agriculture implements and automobile castings. High technology, sophisticated tool room equipment and modern R&D facilities, including computer aided designs and computerized testing machines, blending with decade of experience of Indian conditions, has resulted in technology relevant to Indian conditions. The export performance, Mahindra has always been conscious that the quality if its products lie in it acceptable in the world market, entry in export market means, it has to know what sells abroad and it has to design its product according to network in India, which will serve as a major source of competitive advantage. The Indian tractor market is anxiously awaiting the arrival of global tractor giants like John Deere, New- Holland, Same, the existing players have also enhanced their product volumes, models range and quality. In this highly competitive market- driven scenario, the complete purchase process shall focus around the customer needs. At these crucial juncture, there shall be used to plan a series of multiple activities to gear up all over business processes to face the future market where in we envisage that the customer will be king and that customer satisfaction shall be the prime consideration for all over systems Mahindra Tractors, also known as Mahindra & Mahindra Limited - an Indian automobile company, is one of the largest tractor manufacturers in the world. Mahindra entered the U.S. tractor market in 1994, and currently has two assembly and distribution centers in the United States. Mahindra was used at the end of World War II to assemble the Willy s Jeep for American soldiers in India. Mahindra then later entered the world wide tractor market in 1947, after India s independence. Mahindra actually developed its first tractor through the help of International Harvester through a joint venture dating back to 1963. Some of the Mahindra tractor models are still based upon the IH B-414 successor. Mahindra has also done a joint venture with Ford Motor Company in 1995.
M&M had posted excellent results for the year ended 31st March 2004. Gross sales from operations at Rs 5,914 crores was up by 31.5%, while profit after tax (PAT) at Rs 348.5 crore was up by 139%, from that posted in 2002-03. A total of 41,135 tractors were sold in July 2008 to March 2009 as compared to 37,096 units in the same period of last fiscal year.
2.20 M&M Ltd. Tractors record 19% growth in Sales in June 2009
Mumbai Tuesday July 1, 2009. Mahindra & Mahindra s Farm Equipment Sector (FES), a part of the U.S. $6.7 billion Mahindra Group, significantly consolidated its leadership position in the tractor industry in June 2008.
For the month of June 2008, domestic sales of tractors of Mahindra & Mahindra Ltd. were 11054 nos., a growth of 16% and exports during the month were 954 nos., a growth of 69% over the corresponding month last year. Total sales for the month were 12008 nos., a growth of 19% over the corresponding month last year. M&M is the third largest tractor company in the world. It is also the largest manufacturer of tractors in India with sustained market leadership of around 25 years. It designs, develops, manufactures and markets tractors as well as farm implements. Mahindra & Mahindra grew from being a maker of army vehicles to a major automobile and tractor manufacturer. It has acquired plants in Chinaand the United Kingdomand has three assembly plants in the USA. M&M has partnerships with international companies like Renault SA, France and International Truck and Engine Corporation, USA.
the tractors. The dealership have well equipped workshops having special tools and equipment, field service motor- cycles to ensure prompt service is rendered at the door steps of the farmer. The demand of tractors in Indian market is generally as below Models Percentage of Demand. 475-DI 40 275-DI 20 B-275-DI 30 OTHERS 10 TOTAL 100
Houston, Texas, to keep up with the huge growth of Mahindra tractor sales in the U.S.A...Final assembly takes place here in the U.S.A. where we conduct a 51-point predelivery inspection, including dynamometer and road test