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1. Project Objectives
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Consumers who
own Mahindra
tractor
Consumers who
own tractors other
than Mahindra
Consumers who
do not own a
tractor
4. Survey report
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Hp
Cylinder
Eicher 242
25
3,25,000
Swaraj 724
25
3,60,000
Mahindra 255
25
3,16,000
7. Financial Statistics
In Laharpur approximately 56% of farmers buy tractors
through government and private finance while the rest pay the
entire amount in cash and take away the tractor. Private finance is
provided by financers like Mahindra Finance, Sri Ram Finance and
Magma Finance. They charge an interest of 11-15% depending on
the profile of the consumers. The major bankers providing finance
include Allahabad Gramin Bank, SBI and Union Bank of India who
charge an interest of 14.5%.
8. Tractor Market of Laharpur
The entire tractor market of Laharpur is 362. Out of which
Eicher holds a market share of around 63% followed by the Swaraj
and Mahindra having a market share of 18% and 9% respectively.
The other players here include Escort, New Holland, Sonalika, HMT
and John Deere.
9. Reason for low market share of Mahindra
After talking to almost 70-80 farmers a few grave concerns
were discovered for the low market share of Mahindra. Following are
the main reasons due to which we hold a low position in Laharpur:
No dealership: There has been no dealership of Mahindra
Tractors two years back in Laharpur but it was closed as the
dealer was involved in politics and was not interested
anymore to continue with our business . Since then Mahindra
dealership was not started in Laharpur. The after effects of
this were soon felt as Eicher gained deeper roots in the market
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10.
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Enquiries generated
Operation Vijay
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During the month of June every year the Lucknow head office
holds a project called as Operation Vijay wherein each and every
dealer is given a heavy target for the month of June which is
followed by extensive campaigns and customer visits. This June the
sales target for UP was set as 1500. Flags, banners and canopy are
given to each location leader. All the salesmen and leaders were
given T-shirts and Mahindra pens to distribute amongst the farmers
in their respective locations.
The salesmen are also given a small MP4 player which
includes videos of all the model of Mahindra along-with a
comparison sheet with competitors models. This helps them in
creating a better impression in front of a prospective tractor buyer.
A discount of around Rs. 10,000-15,000 was offered to the
farmers for 3 models namely; 475, 255 and 215. Another scheme
was given to the farmers, which is known as the 0% finance
scheme.
The target assigned to Biswan dealer for Laharpur was 5
tractors. Soon we began with the project in Laharpur. We used to
visit nearly 5-7 villages everyday and pitch to the farmers. This was
more advantageous to us as we could reach most of the interior
villages in and around the tehsil.
15.
Deliveries done
We were successfully able to deliver two tractors in Laharpur.
Name
Village
Del Date
Model
Mankauda
30-05-2011
265 DI
Mr. Sridhar
Talpur,
Keshriganj
06-06-2011
Arjun 605
16.
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crank and pump, for this we will issue a special warranty card to the
buyers.
20.