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A STUDY ON SALES PENETRATION OF NEW HOLLAND BRAND IN RAMNAD AND  SIVAGANGAI DIST KALAIARASI.V

A STUDY ON SALES PENETRATION OF NEW

HOLLAND BRAND IN RAMNAD AND

SIVAGANGAI DIST

KALAIARASI.V

VMM-997

MBA

 India is mainly an agricultural country. Tractor is the essential thing for agriculture. In India,
  • India is mainly an agricultural country. Tractor is the essential thing for agriculture. In India, there are around 13 national players of tractors and few are regional players.

  • In India, Tractors And Farm Equipments (TAFE) Ltd., which having the second place in the

market. TAFE holds the market share of around

22.32% of the total market, whereas the Mahindra & Mahindra (M&M) is the dominating person of the tractor industry which having the market share of around 42.04% in the total

market, while all the other players are come next

to these players.

 Indian tractor industry has started the year strong with robust 31% YoY growth in sales
  • Indian tractor industry has started the year strong with robust 31% YoY growth in sales in Apr-13, followed by healthy volume growth in May-13 as well (M&M and Escorts has reported 24% and 17% growth YoY respectively). This volume recovery stands out in a backdrop of ~4% decline in volumes during Q4FY13, and virtually

flat sales in Q3FY13. Recent buoyancy in tractor sales is a result of festivals like Gudi Padwa and Navratra falling in April, instead of March in the previous year; positive sentiments in farming

community from a near-normal monsoon

forecast for the current year; besides build-up of channel inventory by some market participants.

 Tractors and Farm Equipment Limited (TAFE), a US $1.6 billion tractor major incorporated in 1960
  • Tractors and Farm Equipment Limited (TAFE), a US $1.6 billion tractor major incorporated in 1960 at Chennai, India, is the third largest tractor manufacturer in the world and the second largest in India by volumes, with a 25% market share of the Indian tractor industry and a sale of

approximately 150,000 tractors (domestic and

international) annually. TAFE's partnership with AGCO Corporation and the Massey Ferguson brand for 52 years is an outstanding example of TAFE's commitment to its values of building

long-term relationships with its stakeholders,

through fair and ethical business practices.

PRIMARY OBJECTIVES  To study the sales penetration of NEW HOLLAND BRAND in Ramnad and Sivagangai

PRIMARY OBJECTIVES

  • To study the sales penetration of NEW

HOLLAND BRAND in Ramnad and Sivagangai dist.

SECONDARY OBJECTIVES

  • To find out awareness level of the TAFE brand in the Ramnad & Sivagangai district.

  • To identify what kind of need the NEW HOLLAND customers expect in the TAFE brand

  • To find out the reason for decline in sales of Tafe

in Ramnad & Sivagangai dist.

  • To evaluate the satisfaction level of the New Holland tractor owners.

 The study attempts to identify the reach of TAFE brand which would help the company
  • The study attempts to identify the reach of TAFE brand which would help the company in formulating the suitable strategies

  • The study also identifies the customer attitudes and preference among the tractors

  • The study also focus on how to improve the

sales and how to complete our competitor’s

brand.

 1. The respondents were busy with their work in ploughing therefore they don’t have enough
  • 1. The respondents were busy with their work in ploughing therefore they don’t have enough time to response.

  • 2. Some of the respondents give missed to answer to the questions which may affect the analysis.

  • 3. Respondents were reluctant to disclose complete and correct Information.

 It is a measure of brand or category popularity. It is defined as the numberthe size of the relevant market population. [1] Ma rket penetration is one of the fo ur growth str ategies of the Product-Market Growth Matrix as defined by Ansoff . Marke t penetration occurs when a co mpany pe netrate s a market in which current or similar products already exist. The best way ] to achieve this is by gaining competitors' customers (part of their market share). Other ways include attracting non-users of your product or convincing current clients to use more of your pro duct/service (by advertising, et c.). Ansoff developed the Product-Market Growth Matrix to help firms recognize if t here was any advantage to ente ring a market " id="pdf-obj-7-2" src="pdf-obj-7-2.jpg">
  • It is a measure of brand or category popularity. It is defined as the number of people who buy a specific brand or a category of goods at least once in a given period, divided by the size of the relevant market population.

[1]

strategies of the Product-Market Growth Matrix as defined by Ansoff. Market penetration occurs when a company penetrates a market in which current or similar products

already exist. The best way

]

to achieve this is by gaining

competitors' customers (part of their market share). Other ways include attracting non-users of your product or convincing current clients to use more of your product/service (by advertising, etc.). Ansoff developed the Product-Market Growth Matrix to help firms recognize if there was any advantage to entering a market

RESEARCH DESIGN Descriptive research is used to obtain information concerning the current status of the phenomena

RESEARCH DESIGN

Descriptive research is used to obtain

information concerning the current status of the phenomena to describe "what exists" with respect to variables or conditions in a

situation.

Primary Data: Primary data were collected from the farmers by questionnaire. Data was collected from the

Primary Data:

Primary data were collected from the

farmers by questionnaire. Data was collected from the respondents of villages Sriperumbudhur

Sample Size:

The sample size is unknown respondents who were randomly selected from various

departments. The 100 respondents have been

taken in this research.

Tools of analysis for this study are 1. Frequencies 2. Correlation

Tools of analysis for this study are

1. Frequencies

2. Correlation

 By analyzing the data which has been collected from the customers of the  Competitor’s
  • By analyzing the data which has been collected from the customers of the

  • Competitor’s brand, the following things have been found.

  • The age group of 31-35 people mostly use tractors for cultivating, forming, and for so many purpose.

  • All the people having the competitor brand are very much satisfied with their product about that they think their product performance is so good and they think that the pulling capacity is good than any other.

  • Most of the people are buying the competitor brand in the Paramakudi area and they are very much satisfied with their product and they think for that area competitor brand is the best one.

 Company can increase our salesman to the areas which are having low sales force because
  • Company can increase our salesman to the areas which are having low sales force because in that kind of area most of the people need the field activity and some promotional activities. So, we can concentrate on that part.

  • Most of the people are not aware about the tractors, they are buying only because of recommendation of

the opinion leader. So, the company can approach

that opinion leader and convince him to recommend the tafe product by telling the tafe features.

  • Dealers are very lack in the sales force, so the researcher cannot approach all areas and it is not possible to cover very small villages, so the company can recruit some more sales person to create awareness about our tafe brand.

 Company can increase our salesman to the areas which are having low sales force because
  • Company can increase our salesman to the areas which are having low sales force because in that kind of area most of the people need the field activity and some promotional activities. So, we can concentrate on that part.

  • Most of the people are not aware about the tractors, they are buying only because of recommendation of

the opinion leader. So, the company can approach

that opinion leader and convince him to recommend the tafe product by telling the tafe features.

  • Dealers are very lack in the sales force, so the researcher cannot approach all areas and it is not possible to cover very small villages, so the company can recruit some more sales person to create awareness about our tafe brand.