Seminar

On
Marketing strategy of
Mahindra tractors

Review of literature

Company profile

Marketing Strategy

Objectives

To understand the advertisement strategy of MAHINDRA

TRACTORS after its launching.
To understand the marketing & competitive strategies of
MAHINDRA TRACTORS.
To collect views & suggestions of consumers regarding
MAHINDRA TRACTORS Services, Network & Schemes.
To know about the advertisement effectiveness of
MAHINDRA TRACTORS on consumers.

Research Methodology

Data analysis & interpretation

1. How do you come to know about MAHINDRA TRACTORS?

Friend
Television
Other

15%
70%
15%

15%

15%

70%

Friend

Television

Other

Interpretation :
Major ratio of consumers came to know about MAHINDRA TRACTORS from
Television 70% and 15% each consumers came to know about MAHINDRA
TRACTORS through their Friends and Other Sources respectively.

2. Which feature of MAHINDRA TRACTORS forced to used it ?

Advertisement
Connectivity
Schemes
Goodwill
60%

56%
6%
31%
7%

56%

50%
40%

31%

30%
20%
7%

6%

10%
0%
Advertisement

Connectivity

Schemes

Goodwill

Interpretation :
According to 56% consumers MAHINDRA Tractorss advertisement forced to use it while as per
31% its schemes forced to use it, as per 6% consumers its connectivity forced to use it and as per
7% consumers its Goodwill forced to use it.

3. From how much time you are using the said tractor?
One week
2%
One Month
10%
Two Months
33%
From Launching
55%
55%

60%
50%
40%

33%

30%
20%
10%

10%
2%

0%
One week

One Month Two Months

From
Launching

Interpretation :
55% consumers are using MAHINDRA TRACTORS from the date of its
launching and 33% consumers are using for the last two months and 10% are
using for the last one month and 2% are using it for the last one week.

4. The reason for choosing the said tractor?

Performance
High Availability
Advertisement
Cheap Rates
Other

22%
12%
30%
30%
6%
6%

22%

30%
12%
30%

Interpretation :
As per 30% each customers the reason behind for choosing the MAHINDRA TRACTORSs is
its advertisement and cheap rates respectively while 22% consumers are using it for its
Performance and 12% for its high availability and 6% are using for other reasons.

5. Are you satisfied with the services of MAHINDRA TRACTORS ?

Satisfied at a Large Extent
Satisfied
Dissatisfied

67%
33%
0%

0%
33%

67%

Satisfied at a Large Extent

Satisfied

Dissatisfied

Interpretation :
67% consumers of Mahindra are Satisfied at a large extent with its service and
33% consumers are satisfied with the same. No consumers gave negative
response

6. Have you take benefits of any scheme offered by MAHINDRA

TRACTORS ?
Yes
No

98%
2%

2%

98%
Yes

No

Interpretation :
98% consumers taking benefits of schemes offered by the MAHINDRA
TRACTORS while only 2% are not taking any benefit from the said
schemes.

7. Which type of recharge cards you like most ?

More Efficiency
More Validity
Both

80%
10%
10%

10%
10%

80%

Interpretation :
80% consumers mostly likes More Efficiency while 10% customers likes More
Validity and 10% consumers likes both types services.

8. Do you think that MAHINDRA TRACTORS has a Successful Sale?

Yes
No

91%
9%

9%

91%

Yes

No

Interpretation :
As per 91% consumers MAHINDRA TRACTORS has a successful sale and
as per only 9% consumers MAHINDRA TRACTORS has not a successful
sale.

9. Are the consumers sales Marketing activities of MAHINDRA

TRACTORS effected?
Yes
No

99%
1%

1%

99%
Yes

No

Interpretation :
As per 99% consumers sales Marketing activities of MAHINDRA TRACTORS are
effective and as per 1% consumer the same is not effective.

10. According to you the Advertisement of MAHINDRA

TRACTORS is Excellent
Good
Average
Poor

62%
25%
10%
3%

10% 3%

25%
62%

Excellent

Good

Average

Poor

Interpretation :
As per 62% consumers the advertisement of MAHINDRA TRACTORS is excellent and
as per 25% consumers the same is good and as per 10% consumers the same is
average while as per only 3% consumers the same is poor.

11. According to you which is the most striking media for advertising ?
TV
Newspaper
Magazine
Hoardings
Internet
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%

84%
5%
3%
4%
4%

84%

TV

5%

3%

4%

4%

Newspaper

Magazine

Hoardings

Internet

Interpretation :
According to 84% consumers TV is the most striking media for the Advertisement of MAHINDRA TRACTORS
and as per 5% consumers the News Paper is most striking media for advertisement of MAHINDRA
TRACTORS. As per 3% consumers Magazine is the most striking media for the advertisement of Mahindra
while as per 4% each consumers Hoardings and Internet are the most striking medias respectively

12. Customer Care Services of MAHINDRA TRACTORS is Excellent

Good
Average
Poor
100%

88%
8%
2%
2%

88%

80%
60%
40%
20%

8%

2%

2%

Average

Poor

0%
Excellent

Good

Interpretation :
According to 88% consumers the Customer Care Services of MAHINDRA
TRACTORS are excellent and as per 8% consumers the same is Good while as per
2% each consumers the same is Average & Poor respectively.

13.How would you rate the Marketing strategies of MAHINDRA

TRACTORS ?
Excellent
90%
Good
5%
Average
5%
Poor
0%
100%

90%

80%
60%
40%
20%

5%

5%

Good

Average

0%
Excellent

0%
Poor

Interpretation :
According to 90% consumers the Marketing strategies of MAHINDRA TRACTORS is
excellent and as per 5% each consumers the same is Good & Average respectively
while no person gave negative response towards the same.

Findings

The study of consumer indicates that there is reasonable

demand of customers but due to few factors they are not
purchasing Mahindra tractors.
Mahindra tractor is used by 80% consumers.
The responses of Mahindra tractors are average.
Lack of advertisement.
People prefer to household, quality any low rates.
The rate of Mahindra tractors are high than other brands.
The sale of Mahindra tractors are average

Conclusion

Suggestions

MAHINDRA TRACTORS needs to make its network service

more stronger than other service providers to dominate the
market in future too.
MAHINDRA TRACTORS should introduce cheaper rates than
the other because its competitor had introduced it.
MAHINDRA TRACTORS should sign celebrities from
bollwood for its brand advertisement.
MAHINDRA TRACTORS should arrange its exhibitions and
canopies for sales Marketing activities.

Limitations

It is difficult to know whether willing respondents are truly

representative.
There may be some uncertainty about the response. Cooperation on the part of Information may be difficult to presume.
The information supplied by consumers may not be correct and it
may be difficult to verify the accuracy.
The method can be adopted only for literate people so that they
can be understand the written questions properly.
The research work is affected by time and cost constraints
The result was confined to Bathinda city only.