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CERTIFICATE OF APPROVAL
This is to Certify that the Summer Training Entitled:
A Study on Marketing Policy of Sonalika Tractor
Submitted by Tapaj Kumar Pani (Roll No. 11MBAS02057), Sambalpur University, Burla towards partial
fulfillment of the requirements for the award of the degree of Master of Business Administration (MBA) is
a bona fide record of the work carried out by him under the able guidance of Mr. Manik Chand Ghosh,
Faculty, RD Computer & Management, Talcher.
DECLARATION
CERTIFICATE
This is to certify that Tapaj Kumar Pani bearing the Roll No.
11MBAS02057 is a bonafide student of DDCE, Sambalpur
University. He has conducted the project on "A STUDY ON
MARKETING POLICY OF SONALIKA TRACTOR" under my
guidance as per the partial fulfillment of the requirement of the
degree of MBA.
To the best of my knowledge she has work sincerely to being
this report.
Amit Chouhan
Marketing Head
Angul Branch
ACKNOWLEDGEMENT
I feel immense pleasure to give the credit of my project work not only to one individual
as this work is integrated effort of all those who concerned with it. I want to owe my
thanks to all those individuals who guided me to move on the track.
This report entitled MARKET SURVERY OF TRACTORS is the outcome of my
summer training at International Tractors Limited.
I sincerely express my gratitude and lot of thanks to Mr. Amit Chouhan, Marketing
Head, Sonalika Tractors Ltd, Angul Branch and to the other staff members of
International Tractors Limited, for helping me in completing my project work and
making it a great success.
I would like to express my deep sense of gratitude to staff of RD COMPUTER &
MANAGEMENT, TALCHER who introduced me to the subject and under whose
guidance I am able to complete my project.
Last but not least, I would thank all my friends, faculty members and all respondents
who rendered their precious time for contributing their skills and to fill the
questionnaire, which made my project more appealing and attractive.
PREFACE
As MBA degree require equal attention practical as well as theoretical aspect of
the business, various problems are to be dealt within these courses, that is why
research programs are there to give deep as well as thorough knowledge of the
subjects. The way to aware the people is marketing.
During my project work I observed all the aspects of tractor and gathered all the
necessary information regarding it. I was given thorough knowledge about each
and every aspect of the company.
In the first phase company profile of Sonalika and products of Sonalika are
given. After that a market research is performed with a sample size of 200 people.
The research study was limited to TALWARA. Here, in my survey, I have
contacted the respondents through personal interviews only.
In the last phase of the report findings, suggestions and conclusions have been drawn.
The Rs 7,000-crore Indian tractor industry has been growing sluggishly at two per cent
per annum for some years now, and the trend is likely to continue this year. Industry
sources attribute this to several factors. But the most important is the general
slowdown of the rural economy. Sale of Sonalika has increased in each year. This
shows the company is doing well in market and giving tough competition to its
competitors
TABLE OF CONTENTS
PARTICULARS
SR. NO.
CHAPTER I : INTRODUCTION
1.1
1.2
1.3
Sonalika awarded
1.4
Certifications to Sonalika
1.5
Joint Ventures
1.6
Memorandum Of Understandings
CHAPTER II : OBJECTIVES OF THE STUDY
2.1
3.1
Research Methodology
3.2
5.1
5.2
Suggestions
CHAPTER VI : CONCLUSION
6.1
Conclusion
BIBLIOGRAPHY
ANNEXURE
Questionnaire
LIST OF GRAPHS
GRAPH NO.
PARTICULARS
4.1
4.2
4.3
4.4
4.5
4.6
4.7
4.8
4.9
4.10
4.11
4.12
4.13
4.14
manufacturers
Advertisement of Sonalika
Favourite newspaper or magazine of the
respondents
LIST OF TABLES
PARTICULARS
TABLE NO.
4.1
4.2
4.3
4.4
4.5
4.6
4.7
4.8
4.9
4.10
4.11
4.12
4.13
4.14
of tractor
Problems faced by respondents in their tractor
Satisfaction level of respondents from their existing
tractor
Response regarding Sonliaka Tractor
New features customer expect from tractor
manufacturers
Advertisement of Sonalika
Favourite newspaper or magazine of the
respondents
INTRODUCTION
COMPANY PROFILE
Sh L.D Mittal Chairman of the company helped by Sh. A.S. Mittal Managing
Director Mittal Joint Managing Director gave a serious thought to it and started working
on the new project to develop a tractor as per aspirations of the farming community.
Company's engineers were sent all over the country to assess the needs and requirements
of the farmers and also to know what problems are being faced with the brands being
used by them. R&D exercises were undertaken and a tractor was developed with the
combined efforts of workers and engineers of the company. The tractor had all features of
having more pulling power, more speed, more efficiency in deep ploughing and
transportation etc. and it was equally efficient with agriculture implements .The hardest
Budhni Test gave the tractor an excellent rating. Above all, the farming community
started patronizing the new product of their dreams and within a short span,
popularity of the tractors became visible. The number of dealers also went on
increasing with the increased production and excellent performance of the tractor.
There was practically Q of the dealers and the number of dealers has reached
more than 570 now having representation from all states.
The Sonalika International' after the great success of its 740 model and
improved Double Clutch model continued its efforts in manufacturing yet another
models with increased Horse Power with foreign technology in the shape of DI 60
and Dl-55. These high range tractors have also caught the fancy of the farmers
especially with bigger holdings. The company has shown a record growth rate of
124% which has not been registered by any other brand so far and that too within a
short duration. It is creditable indeed and speaks of company" spreading its wings at a
very fast speed. Keeping in view, the requirements of farmers with small holdings,
Sonalika has come out with 3 more small range 725,730 and 732 models a demand
th
April 1999. Now Sonalika International will be able to produce tractors with top
international technology under the guidance of French and Indian experts
at
reasonable rates. This will also facilitate India to earn much needed sizeable
amount of foreign exchange by exporting tractors made in India to foreign and
covering Southeast Asia, Africa and Europe.
The credit for this success goes to Sh. L.D.Mittal, the soft spoken Chairman under
whose leadership the company has flourished and is destined to reach still greater
heights. Sh. Mittal however attributes this to ever energetic Sh. A,S. Mittal
Managing Director and Sh. Deepak Mittal Joint Managing Director who have been
engineering the activities of the company successfully since inception. He has also
all praise for the workers, engineers and officers whose dedication and team work
has helped the company to reach this enviable position.
FINANCIAL HIGHLIGHTS
Tractors Productions Overview:
Year
1996-1997
1997-1998
1998-1999
1999-2000
2000-2001
2001-2002
2002-2003
2003-2004
2004-2005
Tractors (Numbers)
396
2770
6211
8773
13496
17002
16464
20020
26082
International Tractors Limited was incorporated on October 17, 1995 for the
manufacture of Tractors and has since then built a distinct position for itself in the Tractor
industry. ITL is manufacturing various Tractors of Sonalika brand between 30 H.P. to 75
H.P, and CERES brand between 60HP to 90HP. The Tractors manufactured by the
company have secured a reputation of performance, quality and reliability in the market
because of their maximum pulling power, minimum fuel consumption and Emission. all
this makes ITL the fifth largest tractor selling company in India and the number one
company in Nepal. These tractors are also exported to various other countries also
including France, South Africa, Australia, Zimbabwe, Sri Lanka, Canada, Nepal, and
Bangladesh etc.
The company's marketing efforts are promoted by the network of 600 Dealers ,400
Sub dealers and 50 Stockiest supervised by various regional sales offices. Such a
networking has enabled the company to grow like a well-knit family whose roots
lie in its customers, who have been providing constant feedback and support to
allow the company to turn their dreams into products.
It is a matter of pride and honor for us that our Manufacturing Process, Quality
Control Systems and Research & Development facilities are ISO- 9001:2000
Certified by the Joint Accreditation System of Australia and New Zealand. We are
the first Tractor manufacturing company in the country to be accredited with ISO14001. It bears testimony to the fact that company is having world-class R&D
facilities, maintaining controls and systems of International Standards and
Environmental norms.
We are also the first Tractor manufacturers in the country producing 50 & 60 HP
Tractors fitted with diesel engines manufactured In-House, meeting Bharat II
norms of Smoke & Mass Emission. These engines have been tested and certified
by ARAI, Pune. United States Environmental Norms Agency, Washington DC has
also certified our Engines. These certifications enabled SONALIKA Tractors to
enter into World Market. All the models of Tractors and Combines Harvesters
manufactured by us are tested & approved by Central Farm Machinery and
Tractors Training & Testing Institute, Budni (MP) India, (the Government of India
institute authorized for issuing test reports). Recently SONALIKA Tractors have
been awarded "The Best Quality Award (2002-03)" by the Govt of India. Sonalika
International Tractors have also been approved for subsidy under various schemes.
SONALIKA AWARDED
Yet another feather was added to the cap of Sonalika when company's chairman,
Vice Chairman, and Managing Director were publicly honored in hotel Taj Man Singh
in recognition of their rich contribution to the tractor industry. Sh L.D. Mittal Chairman
was given Pride of Country award at the gracious hands of Chaudhary Prem Singh
'Udyog Bhushan' was awarded to Sh. Deepak Mittal Managing Director, and
Gold Medal for excellent quality in production of tractors was given to Sh.
A.S.Mittal Vice Chairman . These awards have been instituted by "Society of
industry and Business achievements" and were given away in the presence of
large gathering comprising of Business and Industry magnates of the country as a
whole.
International Tractors Limited, the rapidly growing Tractor Company, has been
awarded the ITID Quality Excellence Award. This award has been instituted by
the institute Of Trade and Industrial Development.
Shri L.D. Mittal, Chairman, Sonalika Group Architect of a New World
8th Ernst & Young Entrepreneur of the year Award
The Award Programme links up with the world summit, a powerful platform
which presents participants with an opportunity to interact with global
entrepreneurial luminaries and a veritable who's who from the world of business,
international politics and academia and even sports.
Shri L.D. Mittal, Chairman, Sonalika Group was selected as one of the finalists,
as the Architect of a new world and this unique achievement was by no means a
simple task for the eminent panel of Jury to select "First among Equals". The jury
comprised distinguished personalities like Shri Sunil Bharti Mittal, Shri N.K.
Singh, Shri Keki Dadiseth, Sh. Nandan, M. Nilekani and Ms Rama Bijapurkar
who used their collective wisdom and rich experience to evaluate the list of
finalists from a number of deserving nominees who applied in this years
Entrepreneur of the year Award Programme.
Conferring of this unique honour speaks about the qualities of head & heart of
Shri L.D. Mittal who has in abundance vision, leadership, motivation, catalyst
for change, business acumenship and ability of a transformer. He has also proved
to be unique, emerging Business Giant, has to his credit new growth over growth
story and finally he is crowned with the changing of landscape of the area he is
engrossed with. All these qualities have weighed heavily for selection among
the finalists for the Ernst & Young entrepreneur of the year 2006.
Shri Mittal has also become Hon. Consul General of Republic of Macedonia in
India as well as President of Tractor Manufacturers Association after having
been awarded many national awards at the hands of great luminaries forthe
Yeoman Services rendered forthe cause of farm mechanisation and towards green
revolution in India. According to Shri Mittal who has turned 76, his passion for
service to the 'farmers' community will remain unabated till his last breath and he
will continue to fulfill his mission with dedication, perseverance and commitment
to usher in golden era in the lives of the farmers, the producers of food for all
human beings.
CERTIFICATIONS TO SONALIKA
ISO 9001:2000 Certifications
International Tractors Ltd. with Sonalika brand
of tractors have been certified as ISO 9001 issued
by International Standards Organization. This
certification can be earned by those organizations
only who can establish and demonstrate strict
compliance of quality systems prescribed under
ISO 9001 as highest level of certification under
which the organizations possess capabilities in
the area of design and, development and in
manufacturing and marketing functions. It is indeed a great honor for the
International Tractors Ltd. to have achieved this distinction that too within
short span of its inception. It is the 2nd such company in India, which has
JOINT VENTURES
ITL went into collaboration with Renault agriculture of France in July 2000.
Renault Agriculture is a subsidiary of the Renault Group with 51% stake owned by
CLAAS, Germany. Renault Agriculture is the largest tractor manufacturing company in
Europe. It produces tractors in the range of 50- 250 HP, having worldwide
Renault Agriculture - ITL agreement results in the production of Ceres and Solis
With a turnover of more than 637 billion (2002), Renault is one of the 30 largest
companies in the world. Each year Renault produces over two million vehicles and
employs over 140,000 people. Renault has alliance with NISSAN to complement the
financial and technical strengths bringing in synergic growth.
Memorandum Of Understandings
The Indian tractor market is dominated by low price, no frills, rugged, versatile
and low to medium powered tractors. Tractors have an integral part of farm
mechanization and have a crucial role to play in increasing productivity. In india
90% of the tractors are financed by bank credits at concession rates. Availability
of credit therefore, is the most crucial factor impacting tractor demand. ITL has
signed MoUs with various banks all over the country for tractor retail finance,
which is giving a special impetus to company. It has resulted in easy availability
of loans to farmers coupled with quick disposal of cases. The payment rotations
have also become faster from the dealers to the company, which helps cost
cutting.
ICICI Bank
Andhra Bank
State Bank of
Indore
Bank of Punjab
Corporation Bank
Bank of
Maharashtra
Punjab National
Bank (PNB)
Allahabad Bank
Union Bank of
India
C H APT E R - I I
OBJECTIVES OF
TH E STUDY
C H APT E R - I I I
RESEARCH
METH ODOLOGY
RESEARCH METHODOLOGY
Research means a search for knowledge or gain some new knowledge and
methodology can properly refer to the theoretical analysis of the methods appropriate
to a field of study or to the body of methods and principles particular to a branch of
knowledge. A Research methodology has a specified framework for collecting the
data in an effective manner. Research methodology means a "defining a problem,
defining the research objectives, developing the research plan, collecting the
information, analyzing the information and presentation of findings." Such framework
is called "Research Design". The research process that was followed by me consisting
following steps;
Data source
2.
Research approach
3.
Research instrument
4.
Sampling plan
i)
Sample unit
ii)
Sample size
iii)
Contact methods
a)
a)
Primary Data
b)
Secondary Data
Primary Data
Primary data is a data which did not exist earlier and is being collected by the
researcher first time for its specific objectives. In other words, direct collection of data
from the source of information, technology including personal interview, telephonic
interviews, observation, Questionnaire and through schedules.
b)
Secondary data
Any data which have been collected earlier for some purpose are the secondary data.
Indirect collection of data from sources containing past or recent past information like
bank's brochures, annual publication, books etc.
2. Research Approach
Survey is best suited for descriptive and analytical research. Survey are
undertaken to learn about people's knowledge, beliefs, preferences, satisfaction and so
on and to measure these magnitudes in the general public. Therefore, I have done this
survey for Descriptive and analytical research process. Descriptive research includes
surveys and fact finding enquiries of different kinds. The main purpose is description
of the state of affairs is noted down and analytical research used to analyze the
3. Research instrument
Questionnaire : Questionnaire (also known as self-administered survey) is a
type of statistical survey handed out in paper form usually to a specific
demographic to gather information in order to provider better service or goods.
A document that contains a set of questions that has been specially formulated
as a means of collecting information and surveying opinions, etc on a specified
subject or theme, etc .
A questionnaire was constructed for my survey.
4. Sampling plan
Sample is a group of few items which represents the population or universe
from where it has been taken. The sampling plan calls for three decisions;
a)
Sample unit
b)
Sample size
c)
Contact methods
c) Contact methods
Once the sampling plan has been determined the Questionnaire is how the
subject should be contracted i.e. by telephone interview, personal interview,
observation, mail etc. here, in my survey, I have contacted the respondents
through personal interviews.
E) Presentations of findings
This was the last step of survey.
It was very difficult for me to get fulfill the forms because of respondents
busy schedule and not providing me sufficient time to fill the form seriously.
No. of Respondents
100
75
100
100
90
50
35
New Holland
30
100
100
100
100
90
90
75
80
70
60
50
50
35
40
30
30
20
10
0
Tafe
Farmtrac Mahindra
Sonalika
Sw araj
Interpretation :
From the above graph it is clear that all the 100 respondents are aware of
Tafe, Mahindra, Sonalika, 90 respondents are aware of Swaraj, 75
respondents are aware about Farmtrac, 50 respondents are aware of John
Deer and 35 respondents have shown their awareness regarding Indofarm
Tractor. It is clear from the above graph that only 30 respondents are aware
%age of Respondents
Tafe
22%
Farmtrac
20%
Mahindra
17%
Sonalika
25%
Swaraj
6%
John Deer
5%
Indofarm
2%
New Holland
3%
25%
25%
22%
20%
20%
17%
15%
10%
6%
5%
5%
0%
3%
2%
Tafe
Farmtrac Mahindra
Sonalika
Sw araj
HP Range
%age of Respondents
Below 30
15%
31-40
20%
More than 40
65%
65%
70%
60%
50%
40%
20%
30%
15%
20%
10%
0%
Below 30
31-40
More than 40
Interpretation :
From the above data it is clear that majority (25%) of the respondents have
Sonalika Tractors. 22% of the respondents have Tafe and 20% respondents have
%age of Respondents
Agriculture
90%
Haulage
10%
90%
90%
80%
70%
60%
50%
40%
30%
10%
20%
10%
0%
Agriculture
Haulage
Interpretation :
From the above graph it is clear that majority (90%) of the respondents use
tractors for the agriculture purpose and remaining 10% respondents use the tractors
Q4. What do you expect from a Tractor ? Please allocate 100 points
among the options.
Type of Work
Road Speed
Ground Clearance
Backup Torque
Fuel Efficiency
Good Looks
Less Maintenance
Availability of workshops/mechanics
Good Resale Value
Turning Radius
Size of Tractor
Total
20%
8
8
9
13
9
11
12
13
10
7
100
%age of Respondents
30% 25% 10%
7
8
9
5
6
7
14
12
11
14
13
12
9
9
8
12
12
12
12
13
11
12
11
13
8
8
9
7
8
8
100
100
100
15%
10
8
12
12
8
8
11
11
10
10
100
16
14
12
10
8
6
4
2
25%
10%
S iz e of Trac tor
Go o d R esal e V alu e
L ess M ai n ten an ce
G ood L ook s
Fu el E ff ici en cy
30%
20%
B acku p To rq u e
Gro u n d C lear an ce
Ro ad S p eed
15%
There are many factors on which the success of tractor depends i.e. Fuel
Efficiency, Maintenance, After Sale Services etc. The above question is asked to the
respondents with the objective to know the expectation of the customer. From the
above graph it is clear that out of 100 respondents, 20%
respondents have given 8 points to road speed & ground clearance, 9 points to
backup torque, 10 points to turning radius, 11 points to less maintenance, 12 points to
availability of workshops/mechanics, 13 points to good resale value & fuel efficiency
%age of Respondents
Spring
20%
Summer
50%
Autumn
20%
Rainy
10%
Winter
0%
50%
50%
45%
40%
35%
30%
25%
20%
20%
20%
15%
10%
10%
0%
5%
0%
Spring
Summer Autumn
Rainy Winter
Interpretation :
As the summer season is the
respondents would like to buy a tractor in Summer Season. From the above
graph it is clear that majority (50%) of the respondents would like to buy a
tractor in summer season. 20% each of respondents would like to buy tractor
in spring and autumn season respectively and remaining 10% respondents
prefer to but tractor in rainy season.
Q6. Which financial sector influence you most while buying a tractor ?
(Rank the order).
Particulars
Ranking
Loan Facility
Price
Personal Selling
Discounts
Loan Facility
Price
Personal
Selling
Buy Back
Scheme
Discounts
Interpretation :
With the majority of our countrys population engaged in farming and
agriculture, our Farm Equipment Loans help rural India surge ahead in a big
way. So majority of the respondents have given first rank to Loan Facility,
second to Price, third to Personal Selling, fourth to Buy Back Scheme and
fifth to Discounts.
%age of Respondents
25% 10% 20% 30% 15%
8
7
10
9
9
10
8
7
10
10
10
9
9
8
7
6
8
7
6
7
10
10
9
8
9
8
10
7
7
8
10
10
7
10
9
12
10
8
6
4
2
0
Brand
Name
25%
10%
20%
30%
15%
Interpretation :
There are many factors which affects the buying behaviour of the customers
like brand name, after sale services, availability of spare parts etc. From the
above data it is clear that out 100 respondents, 25% of the respondents have
given 8 points each to brand name and coverage area, 9 point to after sale
services, kind of work & warranty period and 10 points to availability of spare
parts & fuel efficiency.
From the above data it is revealed that out 100 respondents, 10% of the
respondents have given 7 points each to brand name and coverage area, 8 points
to kind of work & warranty period and 10 points to availability of spare parts,
after sale services & fuel efficiency.
The above graph shows that out 100 respondents, 20% of the respondents have
given 6 points to coverage area, 8 points to after sale services, 9 points to fuel
efficiency, 10 points each to brand name, availability of spare parts and
Warranty period.
It is stated that out 100 respondents, 30% of the respondents have given 6 points
to kind of work, 7 points to coverage area, warranty & after Sale Service, 8
points to fuel Efficiency and 9 points to brand Name and availability of spare
parts.
From the above graph it is clear that out of 100 respondents, 15% respondents
have given 7 points to brand name & coverage area, 8 points to after sale
services, 9 points to warranty period and 10 points each to availability of spare
parts, kind of work and fuel efficiency.
Agree
Relatives
Neighbours
/Villagers
Mechanics
Spare part
shops
Old
Customers
Neutral
Disagree
30
40
Strongly
Agree
20
0
30
50
10
10
Strongly
Disagree
10
0
40
50
50
50
10
0
0
0
0
0
40
30
20
10
50
45
40
35
30
25
20
15
10
5
0
Relatives
Agree
Strongly Agree
Neighbours /Villagers
Mechanics
Neutral
Disagree
Strongly
Disagree
Old Customers
Interpretation :
From the above graph it is clear that majority of the respondents are influenced
by neigbhours, mechanics, spare part shops and old customers during purchase
of a particular brand of tractor.
Q9. What are the problems faced by you in your tractor ? (Rate on 1-10
scale)
Problems Faced
%age of Respondents
20% 25% 15% 10% 10% 20%
Clutch Plate Problem
8
7
9
6
8
Oil Leakage
7
6
8
5
7
Front Lifting
8
6
5
5
8
Gear Box Noise
8
7
6
6
7
Differential Noise
9
5
5
5
7
Not Fuel Efficient
7
8
7
8
9
Smoke on load
7
7
6
7
8
Non availability of spare parts
10
9
8
7
9
Slow speed
8
7
6
5
7
Frequent maintenance required
7
8
8
7
8
Heating of engine
7
6
7
6
7
Heavy drop in RPM
8
7
6
6
7
Not good for trolley
10
9
8
7
9
7
8
5
6
4
7
6
9
5
6
7
6
7
12
10
8
6
4
2
0
20%
25%
15%
10%
10%
20%
Interpretation :
From the above graph it is clear that majority of the respondents have rated Non
availability of spare parts as the major problem which is faced by the customers
followed by other problems like oil leakage, front lifting, gear box noise, differential
Satisfied
Neutral
Highly
Not Satisfied
Satisfied
Satisfied
30%
60%
10%
--
--
60%
60%
50%
40%
30%
30%
20%
10%
10%
0%
Highly Not
Satisfied
Satisfied
Neutral
0%
0%
Not
Satisfied
Highly
Satisfied
Interpretation :
From the above graph it is clear that majority (60%) of the respondents are
satisfied with their tractor, 30% feels highly satisfied and 10% says neutral.
None of the respondent is dissatisfied with their tractors performance.
25%
Expensive
15%
Brand Image
15%
20%
25%
25%
25%
25%
20%
20%
15%
15%
15%
10%
5%
0%
High Quality
Expensive
Brand Image
Well Built
Value for
money
Interpretation :
From the above graph is clear that 25% each of the respondents have rated their
tractor of high quality and value for money respectively while 20% respondents
considered their tractor of well built and remaining 15% each of respondents
have considered their tractor of good brand and expensive respectively.
12. What are the new features you expect from tractor manufacturers
High Fuel Efficiency
60%
15%
Break System
10%
Gear Shifting
10%
Others
5%
60%
60%
50%
40%
30%
20%
15%
10%
10%
10%
5%
0%
High Fuel
Efficiency
Heavy Front
Alignment
Others
Interpretation :
From the above graph it is clear that majority (60%) of the respondents want
high fuel efficiency, 15% want heavy front alignment, 10% want change in break
system, other 10% respondents want soft gear shifting and remaining 5%
No. of Respondents
Yes
75
No
25
75%
80%
70%
60%
50%
25%
40%
30%
20%
10%
0%
Yes No
Interpretation:
From the above data it is clear that out of 100 respondents 75 respondents have
seen Sonalika advertisements. It is also revealed from the above graph that 25%
respondents have not ever seen the advertisement of Sonalika Tractors.
No. of Respondents
50
5
5
5
0
10
20
5
50
50
45
40
35
30
25
20
20
15
10
10
0
Newspaper
/jo urnals
Through
Reference
Wal
Paintings
Hoardings
Exhibition
/Trade
Sho ws
Thro ugh
Radio FM
Supplier Visit
Others
Interpretation :
From the above graph it is clear that 50 respondents have seen advertisement of
Sonlika in newspapers and journals, 20 respondents have heard the advertisement of
Sonalika in Radio FM. 10 respondents have heard about Sonalika tractors through
supplier visit. 5 each of respondents have come to know about Sonalika Ad through
references, wall Paintings, hoardings and others respectively.
40%
Dainik Bhaskar
10%
Ajit
20%
Jagbani
20%
Dainik Jagran
10%
40%
40%
35%
30%
25%
20%
20%
15%
10%
10%
10%
20%
5%
0%
Punjab Kesari
Dainik
Bhaskar
Ajit Jagbani
Dainik Jagran
Interpretation :
The above question is asked to respondents to know their favourite newspapers
or magazine. From the above graph it is clear that majority of the respondents said
that Punjab Kesari is their favourite newspaper followed by Ajit, Jagbani, Dainik
Q15. Do you want someone from Sonalika to get in touch with you ?
Yes
25%
No
75%
75%
80%
70%
60%
50%
40%
25%
30%
20%
10%
0%
Yes No
Interpretation :
From the above graph it is clear that only 25% respondents wished that
someone from Sonalika to get in touch with them and remaining 75%
respondents do not want from Sonalika to get in touch with them.
FINDINGS OF
THE S TUDY
Majority of the respondents have given first rank to Loan Facility, second to
Price, third to Personal Selling, fourth to Buy Back Scheme and fifth to Discounts.
From the above study it is clear that majority of the respondents are influenced by
neigbhours, mechanics, spare part shops and old customers during purchase of a
From the above study it is clear that majority of the respondents have rated non
availability of spare parts as the major problem which is faced by the customers
followed by other problems like oil leakage, front lifting, gear box noise,
From the above study it is clear that majority (60%) of the respondents is satisfied
with their tractor, 30% feels highly satisfied and 10% says neutral. None of the
respondent is dissatisfied with their tractors performance.
From the above study is clear that 25% each of the respondents have rated their
tractor of high quality and value for money respectively while 20% respondents
considered their tractor of well built and remaining 15% each of respondents have
considered their tractor of good brand and expensive respectively.
From the above study it is clear that majority (60%) of the respondents want high
fuel efficiency, 15% want heavy front alignment, 10% want change in break system,
other 10% respondents want soft gear shifting and remaining 5% respondents want
other new features in their tractor.
From the above study it is clear that 50 respondents have seen advertisement of
Sonalika in Radio FM. 10 respondents have heard about Sonalika tractors through
Jagbani, Dainik
SUGG ESTIONS
SUGGESTIONS
Dealers recommends the company to use following source of ads.
Organization of full service camps and demos will be more effective other
media's. Direct contact program will yield more promising results the co should
make these as regular feature.
Participation in rural prestigious & famous fairs & melas would be the best
media to convey messages.
Keeping in view the increasing competition, the company should increase its
warranty period from one year to two years at least. This would attract more
customers.
ITL's tractors are generally used in Punjab only and to little extent in
Haryana, Rajasthan, Himachal. It should make every possible effort to improve
its sales in other states also like Andhra Pradesh. Gujarat,
Madhya Pradesh, J & K. U.P., etc.. This can be achieved by:
Conducting demonstration by organizing exhibition of the different
models of the tractors.
Giving dealer high Incentive, particularly in these States.
There is less emphasis on advertisement of Tractors. By increasing the
advertisement expenditure company can create more awareness among the
people.
Training should be given to the salesmen on how to make more sales through
building better relationships and handling promotion material efficiently.
Sales executives of the company should try to solve the grievances of dealers
as early as possible which will reduce the risk that dealers will shift to other brands.
CON CLUSION
CONCLUSION
The Rs 7,000-crore Indian tractor industry has been growing sluggishly at two
per cent per annum for some years now, and the trend is likely to continue this year.
Industry sources attribute this to several factors. But the most important is the
In the rural areas, tractors are used not just for farm operations, but also as a means of
transport for both men and materials. By doing the survey of 200 respondents I have
concluded that:
From the above study it is clear that majority of the respondents use tractors for the
agriculture purpose and remaining 10% respondents use the tractors for haulage
purpose.
All the dealers are using latest advertising skills like Demo in Fairs, giving adds
the growth.
Since the Mukerian region has been developing in the literacy rate. Some dealers
of the company are improving the image and position of their respective companies.
The
Sale of Sonalika has increased in each year. This shows the company is
However, India is the worlds second largest maker of tractors, which form one
of the most important agriculture equipments. The New Industrial Policy has delicensed the manufacture of tractors in India and since 1970 the production of tractors
has been witnessing steady growth. Tractor manufacture is now firmly established
in India and is highly competitive with rapid advances being made in technical
design and quality with increasing attention to export markets. The growth in
the sales of tractor touched an all time high in the last five years to about 30% in
2004-05 at 249,000 units, inclusive of exports. This is in comparison to 191,000
units in the previous year.
Improvement in quality of tractor implements: All the benefits, that one can
expect, from a fuel efficient engine, can be nullified if matching implements are not
used with the tractor. If, properly designed implements, matched to the tractors are
used 20% to 30% improvement, in performance efficiency and proportional fuel
economy can be achieved Production, of tractor implements, is reserved by the Govt,
for the small scale sector, which, in many cases, need upgradation, in respect of design
and materials used. To achieve this, it is suggested, that each tractor manufacturer,
should design implements properly matched to their tractors and, of standardised
quality and make the know how for the same, available to the implement
manufacturers and adopt a system, of quality audit and monitor ing, to ensure
production of desired quality implements
Incentives for innovation: Because of, the expensive and time consuming, steps
required for developing original design of tractors and, introducing them in the
markets, entrepreneurs choose the easier option of importing the designs.
Suitable incentives, for indegenous development, of new tractor model, should
be provided.
BIBLIO GRAPHY
BIBLIOGRAPHY
BOOKS:1. Philip Kotlar, "Marketing Management", 11 Edition, Pearson Education
Publication.
th
WEBSITES:1. www.sonalika.com.
SEARCH ENGINE:www.google.com.
www.wikipedia.com
www.encarta.msn.com
ANNEXURE