PROJECT REPORT

ON INDUSTRIAL VISIT OF
MAPRO AND JOHNDEERE
KUMAR MAHEEP
2124
OVERVIEW
 Mapro foods has the desire to satisfy your hunger for junk food
with the healthy and nutritious food. Mapro foods team is
committed to provide you healthy alternatives for the food you
crave for!
 They not only specialize in creating mouth watering fruit jams,
fruit concentrates and fruit bars but also create them using
organically grown fruits in the farms technically guided and
supervised by Mapro, in the hill town of Panchgani.
 Started with a small food processing unit in Mahabaleshwar -
Panchgani, 59 years ago, Mapro through its constant growth and
innovative mindset, has gained one of the top food processing
company's position in India, especially in Western India with the
annual processing capacity of around 30 thousand MT. Mapro is
not just a brand, it is the taste of India where every child, youth
and elderly can be assured of the quality along with the taste
INTRODUCTION
 Mapro is a leading innovator of processed fruit products in western
India. It is leading processor of strawberries in India and other products
include jams, crushes, squashes.
 Located around the idyllic hill-town of Panchgani in Western India, Mapro
Foods manufactures Fruit Jams; Fruit beverage concentrates – Crushes
and Squashes; and Fruit Bars. With an annual processing capacity of
around 30 thousand MT, Mapro is a market leader in Western India.
Founded in 1959, The company has grown organically over the last five
decades with sustained profitability. Known for its quality and
innovation, Mapro has been built on its founder’s philosophy of
developing products that are wholesome, nutritious, value-for-money,
and imaginative.
COMPANY’S PROFILE
 Established in 1959, in the hill-town of Panchgani, near
Mahabaleshwar.

 Flat organisation with their technical and sales functionaries to

achieve the mission the vision and vision.

 Company today has a processing capacity of about 30,000 MT

per year.

 CEO is Mayur Vohra

HISTORY
 It all started when one day a young connoisseur Kishore Vora, a business
man and a pharmacist, decided to produce strawberry jam to help the
distressed farmers of Panchgani, who were getting marginal money for
their fresh produce of strawberries.
 In a mutually beneficial relationship with farmers, soon, Kishore Vora tried
to make jams with many other fruits grown in the area. The jams had a
higher percentage of fruit content and were so good that Kishore Vora
soon got the food processing license from the Indian government.
 Mapro, which was started in 1959, soon became a top notch brand with
its continued innovation in the development of processed foods ranging
from jellies to fruit syrups and from crushes to dessert toppings.
 With Mapro's technical guidance and support to farmers in the area
prospered and Mahabaleshwar-Panchgani has become the India's top
most strawberry county where more than 80 percent of the country's
strawberries are grown.
 Mapro set up a fruit processing unit at Gureghar with 12 permanent
employees and also involving remaining villagers into farming. Mapro
provided the farmers technical guidance and also guaranteed to buy their
produce. The region has the highest produce of strawberries in India and
constant increase in tourist inflow over time. Tourist recognition led to the
development of the MAPRO GARDEN which is the popular identity of
Gureghar among tourists now.
 Gureghar or Mapro Garden is host to the annual Strawberry Festival.
Mahabaleshwar contributes to 85% of the total strawberry produce in India
and about 80% is consumed fresh. The Strawberry Festival encourages the
strawberry cultivation in the belt.
COMPETITORS

 HALDIRAM’S
 ROOH AFZA
 KISSAN
 DRUK
 ALPENLIBE
 KOKUMRAAJ
 PATANJALI
 PAPER BOAT
 MALA’S JAM
 HERSHEY’S
MARKETS
Mapro has markets in India and Countries Other than India in
which their markets are continuously growing and are currently
prevalent in the following countries:
  Fiji
  Mauritius
  Oman
  Russia
  UAE
  Uganda
 USA
SALE’S STRATERGY

 Mapro has established widespread distribution channels to reach its

customers in West, North and South India. Its network comprises of 12
super distributors and over 300 distributors across 17 Indian states.

 Mapro’s products are available in a large number of stores and it has a

visible presence in almost all the major cities across the country. We
have plans to penetrate in other geographical regions, and also in
smaller towns; and welcome communication from interested parties with
manpower and infrastructure for retail distribution
PRODUCTS CATEGORY

 Jams
 Fruit Crush
 Dessert Toppings
 Cool Beverages Concentrates
 Chocolates
 Ice Creams
 Squashes
MANUFACTURING PROCESS
 Inspection – The fruit is
inspected for quality,
ripeness and taste. When the
fruit arrives at the plant it is
inspected for quality using
colour ripeness and taste as
guides. Fruit that passes
inspection is loaded into a
funnel shaped hopper that
carries the fruit into pipes for
cleaning and crushing.
 Cleaning, crushing &
chopping – The fruits are
crushed or passed through
small holes leaving stems
and other debris behind. As
the fruit travel through the
pipes a gentle water spray
clears away surface dirt.
Depending on whether the
finished product is it to be
jam or jelly, paddles push
the fruit and or just its juice
through small holes leaving
stems and any other excess
debris behind.
 Pasteurizing –Pasteurizing
the fruit or juice continues
through another set of pipes
to cooking vats. Here it is
heated to just below the
boiling point and then
immediately chilled to just
below freezing point.. The
juice or fruit is transferred to
large refrigerated tanks and
then pumped to cooking
kettles as needed.
 Cooking the jam and jelly –
The mixture of fruit, sugar and
pectin are cooked and cooled
three times and additional
flavors are added.

 Filling the jars – The jars or

the bottles are filled with the
required content.

 Labeling and packaging –

The jars sealed are conveyed to
a machine that affixes the pre
printed labels. Jars are packed
into cartons for shipment.
MARKETING STRATERGY

1. Demand Drivers:
MAPRO looks at what actually consumers are demanding from them and
production process is then carried out accordingly. Thus, because of
demand of the various customer's the new products are been introduced by
the industry.

2. Issues and Concerns:

The next step which they take for their marketing is that of issue and
concerns. MAPRO sees that what actually is needed by the consumers and
thus work accordingly
3. Focusing on the customers:
In each and every field, the consumers are been given high importance. As
it is known that customers are the King of the market. If the customers are
not been satisfied, then would be no profit to the firm and thus, because of
this reason the goodwill of any of the industry is very much affected.

4.Social commitments:
The industry has not forgotten that it is a part of the society and thus
because of that reason various social activities are been taken into
consideration. They take care that because of its production process no
harm is done to any of the other field.
MAPRO industry. With the help of these strategies only they try to
attract more consumers and tries to provide full satisfaction to
them. They do not concentrate much on the marketing of their
products, but still with this some marketing strategies only it tries
to provide complete satisfaction to their consumers.
STP ANALYSIS
4 P’S OF MARKETING MIX
SWOT ANALYSIS
 Strength:
• Strong brand name
• Excellent advertising and visibility
• Good product distribution and availability
 Weakness:
• Food products have a limited time on shelf.
• MAPRO Foods does not export their products to all over the world.
• The price of MAPRO products is high. That’s why all class of people have some
trouble in buying their products.
 Opportunity:
• Then more new products can be introduced, and thus, because of that their goodwill.
• Cheaper packets for rural areas.
 Threats:
• Health conscious people avoiding sweet.
• High dependence on rain and weather.
OBSERVATION(WHAT I OBSERVED)
• The bottle sterilization with the help of machines helps in saving
a lot of time and energy
• The free space within the factory could be used up for more
machines in order to increase production.
• Hygiene levels are up to the mark. There is no scope for
spoilage on account of unhygienic conditions.
• The overall process is completed in a matter of minutes. There
is a good blend of human and machine resources. At no point of
production is there wastage of time.
• It is easy for the manufacturing units to get a regular and
steady supply of inputs.
CONCLUSION
 It is easy for the manufacturing units to get a regular and steady supply
of inputs.
 The overall process is completed in a matter of minutes. There is a good
blend of human and machine resources. At no point of production is
there wastage of time.
 Hygiene levels are up to the mark. There is no scope for spoilage on
account of unhygienic conditions.
 The free space within the factory could be used up for more machines in
order to increase production.
 The bottle sterilization with the help of machines helps in saving a lot of
time and energy.
INTRODUCTION

  John Deere is the brand name of Deere & Company, an

American corporation that manufactures agricultural, construction, and
forestry machinery, diesel engines, drivetrains (axles, transmissions,
gearboxes) used in heavy equipment, and lawn care equipment.

 Deere & Company is a world leader in providing advanced products and

services and is committed to the success of customers whose work is
linked to the land—those who cultivate, harvest, transform, enrich, and
build upon the land to meet the world’s dramatically increasing need for
food, fuel, shelter, and infrastructure. Since 1837, John Deere has
delivered innovative products of superior quality built on a tradition of
integrity
HISTORY

 The company’s origin dates to 1836, when John Deere invented the first
steel plow that could till American Midwest prairie soil without clogging.
The following year, Deere established a business to manufacture and
market the plow, and his own company was incorporated as Deere &
Company in 1868. The present firm was incorporated in 1958 as John
Deere–Delaware Company. It assumed the current company name later
that year after merging with the older Deere & Company and its
subsidiaries. Since its inception, Deere & Company has witnessed five
generations of Deere family leadership.
ABOUT THE COMPANY

 John Deere is a heavy equipment type industry founded by John Deere

182 years ago in 1837 in the state of Illinois of United States.
 It is headquartered in Moline, Illinois. It generates $557.5K in revenue
per employee John Deere's top competitor is AGCO, led by Martin H.
Richenhagen, who is their Chairman & CEO.

 Deere & Company is the world's leading manufacturer of agricultural,

construction and forestry equipment with revenues of US$ 41.3 billion.
The net income of the company was US$ 1.52 billion in the year 2016
and they have around 74,000 employees working all over the world.
 In 2019, it was listed as 87th in the Fortune 500 America's ranking and
was ranked 329th in the global ranking. The company also provides
financial services and other related activities.

 The company's slogan is "Nothing Runs Like a Deere", and its logo is a
leaping deer, with the words 'JOHN DEERE' under it. Various logos
incorporating a leaping deer have been used by the company for over
155 years.

 John May serves the company as its Chief Executive Officer as well as its
President.
JOHN DEERE (INDIA)
 India operations started in the year 1998, with manufacturing of tractors
for sales in India and exports.
 John Deere markets agricultural equipment and services through a
network of 19 area offices, 6 regional offices and close to 900 dealers
touch points.
 It has 4 training centers spread across India and it exports to more than
110 countries worldwide. Headquartered at Pune, today, John Deere has
eight facilities for manufacturing and services in India. Over the years,
John Deere has made significant progress in India. They have introduced
various products and programme needed by the Indian farmers in various
segment of the Ag value chain including, seeding, harvesting and post
harvesting equipment.
 John Deere India has Technology Centre at Pune, which provides leading
edge technology, product designs, and innovative ideas. This centre
supports the company's global business in technical areas, including
Information Technology, Product Engineering, Manufacturing Engineering,
Embedded Systems and Technical Authoring.
 John Deere has the following units established in the country.

 John Deere Pune Works, Pune, Maharashtra

 John Deere Technology Centre, Pune, Maharashtra
 Product Validation & Verification Centre, Pune, Maharashtra
 John Deere Electronics Solutions, Pune, Maharashtra
 John Deere Sirhind Work, Sirhind, Punjab
 John Deere Dewas Works, Dewas, Madhya Pradesh
 John Deere Parts Distribution Centre, Nagpur, Maharashtra
 John Deere Financials India Pvt. Ltd., Pune, Maharashtra
PRODUCTS:
 John Deere manufactures a wide range of products, with several models of each in
many cases.
 Agricultural equipment
Agricultural products include, among others, tractors, combine harvesters, cotton
harvesters, balers, planters/seeders, silage machines, and sprayers.
 Construction equipment[edit]
Construction equipment includes:
1.EXCAVATOR
2.LOADER
3.TRACKED LOADER
4.BACKHOE
5.SKID-STEER
6.GRADER
 Forestry equipment
John Deere manufactures a range of forestry machinery, among
others, harvesters, forwarders, skidders. feller bunchers and log
loaders. Timberjack was a subsidiary of John Deere from 2000 to 2006.
 Other products
The company manufactures lawn mowers and also is a manufacturer of
consumer and commercial equipment, and snow throwers, as well as a
supplier of diesel engines and powertrains(axles, transmissions, etc.) used
especially in heavy equipment.
Other products were/are snowmobiles, all-terrain vehicles,
and StarFire (a wide-area differential GPS).
 John Deere leasing has expanded to non-equipment loans. As of 2017,
this is the leading division of John Deere. With a loan portfolio of $2
billion, it accounts for a third of John Deere's income.
MARKETING MIX(4P’S)

1. Product:
John Deere products are divided into three segments: - agriculture and turf segment,
financial services and construction & forestry.
They are also in the business of procuring certain products from one manufacturer
and resell them. It is done in order to better satisfy their customers. They also sell
many products under different brand names such as Frontier, Sabo and Benye.
2. Price:
John Deere is well known for its quality products and employees perfection in their
tasks across the globe. John Deere do face tough competitions but they never
compromised on their quality. As a result they never decide their product’s pricing
based on competitors’ prices. They follow non price competition in their marketing
mix strategy.. This is the differentiating factor for John Deere as they feel their
products should not be offered at lower costs.
3.Place:
John Deere products are available all across the world. Distribution channel
is another thing that they boost for, and they have extensive dealer and
retailer connections. They always employ smart distributors who can help
the customers to choose the right product from the list of available
products. . On its site, we can find two options on site dealerships and buy
online website which provides a competitive edge over others. The
company has a clear cut rule that it will not employee any such kind of
person who is not 100% committed.
4.Promotion:

They focus on extensive promotions of its products. They always show non-
cost benefits that customers will get once they purchase their products.
John Deere also inform their existing customers about the new invention
and keep them up to date with newer technologies. This makes customer
feel special.
STP ANALYSIS

 Segmentation
It is for those who operate in three segments: Agriculture and turf segment,
Construction and forestry segment and Equipment financial services
segment.
 Target Group
For Customers expecting  integrity, quality, commitment, and innovation.
 Positioning
Deere has never outgrown, nor forgotten, its founder's original core values
which determine the way they work, the quality they offer, and the
unsurpassed treatment you get as a customer, investor, employee
SWOT ANALYSIS

1.Strengths for John Deere

 Diverse product portfolio
 An excellent Customer Relationship Management (CRM) system
 Strong Financial Position
 A High Asset Leverage
 5. Has an employee base exceeding 55,000
 6. It is a leader in agricultural equipment, construction and. And forestry
heavy equipment
2. Weakness for John Deere
 Limited global brand awareness and penetration compared to a few
industry leaders
 The obligations of its IT communications and network turn out to be
more compound and bigger by the day
 Financial planning is not done properly and efficiently. The current asset
ratio and liquid asset ratios suggest that the company can use the cash
more efficiently than what it is doing at present.

3. Opportunities for John Deere

 Deere’s capability to quickly budge into fresh rising market
 Its present current policy of expansion and the supporting changes in
Asia, Europe, and East have presented many fresh market places for
them to compete in
 Collaborations and tie-ups with global companies
4.Threats for John Deere
 Deere will be forced to reduce its attention on further established
market places, for example the U.S and will sprint the danger of down
market share to very active competitors inside them
 Labor and workforce issues
 Economy, interest rates and Government Regulations
STRATEGY AND CORE VALUES
World and business are changing. And their strategy is to keep the core
values same.
CORE VALUES
 Integrity
Integrity means telling the truth, keeping our word and treating
others with fairness and respect. It is demonstrated through honest
relationships and unquestioned commitment to ethical and legal
behavior.
 Quality
Quality means delivering value to customers, employees, shareholders
and others. Quality is exhibited in many ways — by selling and
supporting products and services that delight customers, establishing a
work environment in which employees thrive and maintaining sound
relationships to the benefit of our stakeholders.
 Commitment
Commitment means doing best to meet stakeholder expectations in
a predictable, consistent way over time. They recognize that customers,
as well as employees and investors, have many options in choosing a
company with which to be associated. Their opportunity to serve should
be viewed as a privilege that is not to be taken for granted.
 Innovation
Innovation means inventing, designing, and developing
breakthrough products and services that have high appeal in the
marketplace and strengthen customer preference for the John Deere
brand. Innovation extends to using the latest technology to establish
world—class manufacturing processes and applying the most advanced
information technology tools and practices throughout the company.

 Their core values define, unite and differentiate them from competitors.
 Their commitment to these core values is not optional, and never
wavers.
INTERACTION WITH THE PEOPLE AT
JOHN DEERE
 How do they advertise their product and what are the promotional strategies?
 Good Customer System and customer service.
 Gifts to loyal customer.
 Offering gift with the product line.
 Participating in marketing fair in rural areas.
 Free service coupon warranty.
 Fuel check-up camps.
 Banners and posters.
 Window Display.
 Construction of Circle.
 How would you evaluate last year in terms of business for John Deere
India?
 Their exports grew well last year. Although, domestic numbers did not
grow, they grew in terms of the revenues and market share. They
gained about 0.6 percent market share last year when the industry was
de-growing.

 What are their immediate priorities?

 Their immediate priorities include building the distribution channel in
markets where they plan to consolidate, continue to focus on quality and
provide the right customer support along with best-in-class products.
 Why was the present location chosen for the company?

 As the area required by the organization was more that's why this
present location was chosen outside the main city. Benefits were mainly
that the area was huge and a lot of greenery could be maintained.
TOP COMPETITORS OF JOHN DEERE
 Quarterly and Annual Revenue
John Deere's revenue is ranked 1st among it's top 10 competitors. The top
10 competitors average 15.3B. Over the last four quarters, John Deere's
revenue has grown by 19.3%. Specifically, in Q3 2019's revenue was
$11.2B; in Q2 2019, it was $11.3B; in Q1 2019, it was $9.3B; in Q4 2018,
John Deere's revenue was $9.4B
OBSERVATION

 There was a lot of greenery the moment we stepped in John Deere.

 We were given safety glasses and shoes before our tour to ensure our
safety.
 The nature of the people at John Deere was positive and welcoming
towards us.
 Superior level of hygiene is maintained in and around the production
units. Workers have to enter with appropriate head wear and gloves.
 Most of the process in the unit is automated.
CONCLUSION

 Since, most of the process in the unit is automated. There is no wastage

of time in any point of production.
 Superior level of hygiene is maintained in and around the production
units. Workers have to enter with appropriate head wear and gloves.
This shows John Deere’s concern towards the surroundings and
employees.
 John Deere has the capability to bloom in the Indian market if it finds a
way to reduce their prices without compromising much in terms of
quality.