Presented to: Dr.

Mercy Samuel Presented By : Group 6 Ms Mary Mathew Mr Sagar Bhor

CONTENTS

Company Overview Core business activities Rural initiatives Mahindra Tractors Mahindra Samriddhi Mahindra & Mahindra Financial Services Limited Other services

Company Overview

Mahindra embarked on its journey in 1945 by assembling the Willys Jeep in India and is now a US $7.1 billion Indian multinational.

It employs over 1,00,000 people across the globe and enjoys a leadership position in utility vehicles, tractors and information technology, with a significant and growing presence in financial services, tourism, infrastructure development, trade and logistics. The Mahindra Group today is an embodiment of global excellence and enjoys a strong corporate brand image.
The Mahindra Group expanded its IT portfolio when Tech Mahindra acquired the leading global business and information technology services company, Satyam Computer Services. The company is now known as Mahindra Satyam. Mahindra is also one of the few Indian companies to receive an A+ GRI checked rating for its first Sustainability Report for the year 2007-08 and has also received the A+ GRI rating for the year 2008- 09.

CORE BUSINESS ACTIVITIES

Automotive Farm Equipment Systech Financial Services Information Technology Infrastructure Development Two-wheelers Mahindra Partners Division Specialty Services

Kotak Mahindra Bank

RURAL INITIATIVES

Mahindra Tractors Mahindra Samriddhi Mahindra & Mahindra Financial Services Limited

Market share of tractor manufactures in India (2004-2005)

Sales

Others 35%

M&M 26%

TAFE 14% PTL 12% Escorts 13%

Source: Report of Tractor Manufacturers , Zinovo research

Tractor Sales of Major Manufacturers Company/Make 2004-05 2005-06

Company name 2004- 05 2005- 06

Mahindra & Mahindra

TAFE Group Escorts(+Farmtrac) Punjab Tractors Ltd. L&T-JD (Now John Deere Equip. Ltd.) New Holland International

65,394
66,667 31,696 . 30,330 16,020 10,445

85,028
66,667 28,297 31,396 19,951 13,214

Source: Report of Tractor Manufacturers Association for 2003-06

Mahindra Tractors
Segmentation Identified a undeveloped demand in the market caused due to fragmented land holdings. Geographic segmentation: based on crops, geographic conditions like climate, land etc. Market penetration strategy. Target Demographic Segmentation: Affluent farmers with small land holdings and Cooperatives.

Positioning Superior performing tractors Looked at the needs of the consumer and designed the product. Excellent after sales services. Competitive pricing strategy as the customer were price sensitive Contacted the Sarpanch of a village and gave him a demonstration Government subsidies and credit available for purchasing tractors and other equipment

Products

Bhoomiputra- exceptional fuel efficiency. Sarpanch- high-precision farming. Arjun- style and technology Shaan- India's first 25HP multi utility tractor with built-in trolley. Yuvraj

Promotion

Personalized specific communications Includes thematic vans and two-wheelers carrying product-specific, brand-specific and application-specific messages below-the-line initiatives each designed to strengthen its brand and build bonds with the farming community. Mahindra Tractor Mahotsav- the brand showcases its complete range of products and services

Mahindra Khiladi No. 1- which promotes local sports talent Mahindra Jashn Josh Ka- a public felicitation ceremony of loyal customers Swasth Tractor Swasth Chalak (healthy tractor, healthy operator) wherein Mahindra organizes medical camps across the nation to address the health concerns of farmers. In 2009, the company conducted 2797 camps. Mahindra Lifeline Express program-mobile medical camps Vijayee Vidarbha- helps train siblings of debtridden farmers of the Vidarbha region of Maharashtra in maintaining and repairing tractors.

Mahindra Samriddhi

aims to increase agricultural productivity through innovative farming technology, thereby enhancing rural prosperity. The focus is on going beyond tractors to deliver agri-services to the farming community which will ultimately lead to a better quality of life. 140 Mahindra dealerships across India have been transformed into Samriddhi Centres.

Mahindra Samriddhi centers provide farmers with the following services:

Soil and irrigation water testing facilities Technology Interface through the internet Productivity demo farms Agri counseling facilities One stop finance & Insurance products Sale of second hand tractors Seeds & crop care products

The Mahindra Samriddhi India Agri Awards- To recognize contributions by individuals and organizations towards the development of Indian agriculture, thereby enhancing rural prosperity.

Mahindra Kisan Mitra

A site for the Indian farmers to access wealth of information which is updated on a daily basis. Farmers can check daily mandi prices, read weather updates, latest crop advisories, and agri related news. Farmers can also read and benefit from the success stories of other fellow farmers. The site also provides information under various other sections such as crop information, loans, insurance, mandi database, cold storages/warehouses and agri events.

Mahindra & Mahindra Financial Services Limited

Reasons for investment in this sector Excellent understanding of rural markets Strong recall value Significant potential in rural housing finance Recovery in cash

Efficient system

Recruiting local people Contacts with the village sarpanch and panchayat helps to know the financial position of the person and their credibility. Linking the variable-pay component to not just the disbursement but also the collections part Monitoring the collections process through a centralized risk management system Enabled a GPRS-based system, wherein once the customer makes a payment in cash, the centralized system is updated automatically as when the GPRS device with the collection person comes within the connectivity range.

Other Services
Mahindra Shubhlabh Services- provide a complete range of products and services to improve farm productivity and establish market linkages to the commodity market chain Mahindra Krishi Vihar- retailing arm of Mahindra has been instrumental in increasing the groundnut yield in Rajasthan through a new seed sourced from the state of Maharashtra, and it has also introduced a new variety of grapes in Maharashtra.