CERTIFICATE

This is to certify that RAMESH KUMAR, PGDM (Second Year) of Institute of

Management Education, Sahibabad, Ghaziabad has done his Summer Project
GAUGING THE SALES POTENTIAL OF DIESEL ENGINE SETS IN

RAJASTAHN WITH SPECIFIC REFERENCE TO 15-40HP ENGINES in EICHER TRACTORS, FARIDABAD under my guidance. The duration of the

project work was two months i.e. from 1st May 2003 to 30th June 2003.

Date:

(RAMESH KINI) Dy. Marketing Manager

Eicher Tractors 59, NIT, Faridabad

ACKNOWLEDGEMENT

The project Gauging the sales potential of 15-40 HP Diesel Engine sets in Rajasthan,
has been undertaken, in partial fulfillment of the requirements of Post Graduate Diploma in Management (PGDM) offered by Institute of Management Education, Ghaziabad. The project has been done at Eicher Tractors, a unit of Eicher Limited, Faridabad. I take this opportunity to thank Prof. H.P. Gupta, Director, IME for

providing me an opportunity to take this project work. I would also like to thank Mr. Srikant Kapoor, Faculty, IME, for providing guidance during the project. And, above all I would like to thank Mr. Ramesh Kini, Deputy Marketing Manager, Eicher
Tractors, who was my project guide and was closely associated with the project right from the beginning and under whose supervision and guidance whole of the project has been completed. My sincere thanks also goes to those dealers who participated in the survey work, and people of Rajasthan, who selflessly revealed several information, without which I would not have been able to unravel several mysteries of the engine

world, which is now part of this report.

SYNOPSIS
The aim of the project is to gauge the sales potential of 15-40 HP engines in Rajasthan.
Research work is based upon the response of questionnaire containing open and

closed ended questions, alongwith statements to be rated on Likert scale.

Business cycle of 10 years has been detected which can predict phases of growth

in number of dealers in Rajasthan.

Market estimate with per annum sales figure in 12 districts of Rajasthan found

out. Market segments in engine sale were identified. Customer behaviour in purchase of engine gauged. Warranty / service policy of different companies are examined.
Relative competition ratio among 3 segments of engine sales

viz.

0-14 : 15-40 : >40 is found to be 1 : 4 : 2.

Brand equity in Rajasthan has been found out Kirloskar > Field Marshal >

Topland > Eicher ..

Extent of territorial infringement and several policies to combat infringement viz.

Kirloskars, Toplands etc. In sufficient availability of finance for purchase of engines from various banks.

INTRODUCTION
Gauging the sales potential of 15-40HP diesel engine sets in Rajasthan, is a

comprehensive analysis of the engine world, compiling most of information, about

growth in number of dealers over year, completion of brands, incentives to dealers,

buying and selling strategies, brand USPs, sales potential of different regions, business market of dealership and relative completion and sales potential of different segments of engine sales. The project report is based upon a comprehensive survey work done in Rajasthan during a period of about 45 days stay in Rajasthan. Areas visited were, Jaipur, Sikar, Dausa, Kota, Baran, Bundi, Jodhpur, Pali, Jalore, Dhorimanna, Sanchore and Alwar. A separate survey of customers has been done to reveal the consumers buying behavour. Analysis is based on a questionnaires response. Accordingly the brand order, extent of infringement, sales potential of regions has been gauged. All the figures are arrived at using scientifically approved statistical tools, on which inference of each question is also based. Limitations and errors if any, are inherent to these statistical tools. All the conclusions arrived at are honestly based on this methodology and does not

include any bias with respect to brand and region.

COMPANY PROFILE OF EICHER