Professional Documents
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Project Report
On
MBA student, we know that creativity and practical both are essential
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report successfully.
BALDEV SINGH
PREFACE
In today’s world education plays an important role. Now the education system has
been entirely changed from the past. Higher education has expanded fast, and it is mostly
public in nature. India has the potential to become the largest reservoir in the world.
Compared to the situation that the country inherited from the colonial rulers about half a
century ago, these numbers mark a phenomenal expansion of the system.
The report on quality parameters in higher education in India shows how the
higher education system in India grows. The higher education system in India has
constantly striven to build universities as places of culture and of learning open to all and,
above all, reinforcing the theme of learning throughout life.
INTRODUCTION
Government Policy
Promotion policy
ABOUT PROJECT
Marketing Strategy
Marketing Concept
Sales Organization
REVIEW OF LITERATURE
Research
Sample
Tool
QUESTIONNAIRE
BIBLIOGRAPHY
INTRODUCTION
Agriculture is the backbone of the Indian economy. This sector forms
the largest segment at national level for self employment and also provides
lively hood for countless migrant labourers and remain a vital factor of the
year plan.
The agricultural sector having progressed from the ox plough stage is now
manpower and also cultivation. By large tractors for achieving better, faster
graph. The sales in the year 2003-04 was 2770 it increased to 6211 in
year2004-05 and then in 2005-2006 –recorded sales were 8773 .In the
year 2006-07 the sale increased to 13496 much showing the name and the
Indofarm Tractors proved to be the most like tractor for every farmer .the
ORGANIZATIONAL STRUCTURE
CHAIRMAN
MD
J.M.D Marketing
Deputy Territory
Manager Manager
Purchase
`
R&D
Quality
Gear division
Engine Division
Marketing
INDOFARM AWARDED
Purchase
ISO 9001 AND ISO 12001
International Tractors Ltd. with Indofarm brand tractors has been certified
certification can be earned those organizations only who can establish and
Tractors Ltd. to have achieved this 4TH such company in India, which has
The liberalization process started in 1991 has brought relief to the tractor
existing players and allowing new players to set up plants. This has
resulted in entry of few new players who were given to commence their
The tractor implements sector, which is very important for effective usage
of tractors, was reserved for Small Scale Industries (SSI). The sector was
deserved from SSI list in 1998-99 budget so that the implements can be
produced with better design and technology that can help in farm
the country.
Bank lending for acquiring tractors is part of the priority sector lending. Any
change in limits for priority sector lending from the current minimum
requirement of 40% and 32% of the net bank credit for domestic and
foreign banks respectively will effect the demand for tractors as nearly 95%
The loans given, for tractors by banks is refinanced by NABARD under the
refinancing policy of NABARD is' laid down on a you basis and the credit
SUPPLIERS
The industry is controlled by six major players. The major players are
In the past few years, the tractor market has moved from sellers market to
intensified and fresh capacity was created. This has created a scenario
Tractor prices in India are about a quarter of the similar powered tractors,
in international markets. In the 1990s, the retail prices of the tractors have
Increased at a pace lower than procurement price of major crops like
wheat paddy. For the corresponding period, farmers are also benefited
The industry entry barriers like high capital cost, extensive rural distribution
the next three years. For example, the capital cost of a Greenfield unit with
capacity of 20,000tractors per annum is about Rs.2.5 bn. This is more than
twice the capital cost of Rs. 6.2 bn for expanding the capacity by 18,000
.
ADVERTISEMENT AND SALES PROMOTION
idea. Making him to its purchase. Sales promotion takes over at this point.
of another kind direct inducement e.g. discount, price, gift and coupon etc.
remind about the product service most of time, it is indirect in its approach
has long term perspective for e.g. building -company image, brand image.
Objectives of Advertisement
ABOUT PROJECT
This project aims at studying of the marketing habits of the rural people
MARKETING
group obtain what they need and want through creating and exchanging
On the ground that all organization have marketing problems that can be
distribution etc.
he does not supply directly to himself with many other goods and services
This is the point where marketing functions enters the economic process.
urgently need to find ways efficiently and effectively for distribution and
Marketing strategy defines the broad principals by which the business units
be relevant for non profitable organizations as well. For them the objective
sales goals. Companies entering a market try to learn what the market
given sales volume or market share and then cost out this work, the result
Marketing mix is one of the key concepts in modern market theory. It is the
set of marketing tool that the firm uses to pursuer its marketing objectives
marketing mix tool called the four ps: product, price, place and promotion.
STAGES OF MARKETING
4th Stage
4 .5
3rd Stage
4
3 .5
3 2nd Stage S ales
M anag ement
2 .5
2 1st Stage
C us to mer
1 .5 O rientatio n
S ales
1 O rientatio n
P ro d uc t
0 .5
O rientat io n
0
1
CUSTOMER ORIENTATION (MARKETING CONCEPT)
Marketing Concept
I II III IV
Publicity Sales Distribution Sales Office
Manager Personnel Manager Manager
Manager
1 2 3 4 5
Advertising Merchandising Storage & Despatch Transport
through Aids (Sales Packing
various media Promotion)
1 2
Orders Sales
Correspondence records
filling etc. & statistics
Brown (1974) said that the good manufacturing companies, which tried to
Kapoor and Singh (1975) conducted a pilot study of the marketing planning
practices of Indian companies it was found the marketing concept had not
manner. Be old and new concepts and techniques of marking were in use
preferences about the Color, modal and type etc, as also to segments their
market depending on the end use of tractors into two distinct classed
farmer.
Buckingham (1984) says that the electronic control of diesel fuel injection
has become a hot topic for the tractor Engines and many within the diesel
the truth which is hidden and which has not yet been discovered as yet.
Through each research study has its own specific purpose. We may think
groupings:
situation or a group.
Sample Plan
totality is made.
Data Collection
Primary sources
Primary data are those, which are collected afresh and for the first time,
survey through Questionnaire, which include both open ended and close-
ended Questions.
Secondary sources
Secondary Data are those which have already been collected by someone
else and which already had been passed through the statistical process.
information about tractor owner and media ,habits and then the satisfaction
level. The sample size was 50 customers. After the collection of data the
second step was analysis of the data. To drop proper influences. The
0-10 15 30
10-20 20 40
20-30 11 22
Total 50 100
45
40
35
30
25
20
15
10
5
0
0 Acres 0-10 20-Oct 20-30
(Lease)
Inference
Land owned by the people with max hold over 20-30 acres were 22 % , 40
Owner of tractors
No 5 10
Total 50 100
Yes
No
Inference
Out of the same of 50, 90% of the respondents owned the tractor while
No 1 20
Total 5 100
Yes
No
Inference
while others did not show any response for the purchase of tractors in near
future.
Brands owned or planning to owe.
ESCORT 4 8.9
TAFE 5 11.11
INDOFARM 23 51
FARMTEC 2 4.4
SONALIKA 9` 20
TOTAL 45 100
HMT 2
ESCORT 4
TAFE 5
INDOFARM 23
FARMTEC 2
SONALIKA 9`
Inference
tractor the max 4.4 % showed the preference for Farm tractors. HMT was
80
70
60
50
40
30
20
10
0
High Potential Low Price Good Quality
(Pow er)
Inference
The highest attribute of the preference was high potential i.e. 66.67%,
No 6 12
Total 50 100
Yes
No
Inference
Out of the sample of 50 respondents, 88% have seen the ad. of Indofarm
tractors medias and there are only 12% who have not seen ad. of Indofarm
tractor.
Customer responses regarding their liking for tractor
advertisements.
Average 46 23
Below average 8 4
50
40
30
20
10
0
Good Average Below average
Inference
Ad. 4 8
Price 9 18
All 12 24
Total 50 100
60
50
40
30
20
10
0
Quality Ad. Price All
Inference
Quality of the tractor was attributed as the strength factor for influencing
product contributed a lot the factor of the buy decision according to the
sample study. As 50% of the respondents are affected by the quality of the
18% of the response was for all the factors that have to be considered
about tractors
Magazine 2 4
Newspaper 22 44
Outside 12 24
Total 50 100
50
40
30
20
10
0
T.V Magazine Newspaper Outside
Inference
This is the multiple answer question. One had seen the advertisement of
Indofarm of the recollection was from the newspaper i.e. 44% which
the respondents. The ads on T.E were viewed by 28% while magazine
50
40
30
20
10
0
Punjab Danik Tribune Times of Ajit
Kesri Jagran India
Inference
Newspaper as a source for advertising tractors is widely used in Baddi. It
was revealed during the study that out of the 22 newspaper reader 11 of
them has seen the Ad. in Divya Himachal, 18% in Danik Jagran, 27.80% of
them had seen in Ajit . Only 4.16% of the reader have seen the
advertisement in Tribune. The survey has also revealed that advertisement
regarding tractors appearing in the Newspapers such as Divya Himachal,
Danik Jagran and Ajit have widely reached and influenced the tractor
customer. Newspaper a advertising media is an important source of
advertising for the customer of tractor in Baddi.
Source through which consumer are aware of IndoFarm tractors.
Hoardings 8 16
Dealers 10 20
45
40
35
30
25
20
15
10
5
0
Advertisement Hoardings Dealers Friends /
(Mass Media) Relatives (Word
of Mouth)
45
40
35
30
25
20
15
10
5
0
DDI DD Metro Cable Lashkara – ETC Zee TV- 3 Sony – 2 Star Plus -
Channels 7 Punjabi – 3 1
Inference
channel. 32% showed their interest in channels like Lashkara, ETC, Zee
A&M 0 0
India today 1 24
Greh Shobha 0 0
Auto India 12 2
Not Interest 48 96
Total 50 100
120
100
80
60
40
20
0
Sarita A&M India to Garh Auto Not
Day Shobha India Interest
Inference
Max no. of respondents i.e. 96% wee not interest in magazine. While 4%
QUESTIONAIRE
To check the Advertisement-effectiveness of Indo Farm Tractors
Name : __________________________________
Address : ________________________________
Age : ___________________________________
Education : Below matric
Matric
Graduate
Income Rs. 0-60,000
Rs. 60,000-150,000
Rs. 150.000 and above
Ques.1.(a) Do you own a tractor?
Yes No
(b) Are you planning to buy one?
Yes No
(c) Which brand.
HMT ESCORT TAFE
INDOFARM SONALIKA FARMTEC
After the survey conducted it was observed that customers are not
imposed upon by any advertisement given. This may be due to the rural
customer but it can be effacing after sales & while in the case of 2nd
purchase.
DI 55 DI 750III