Hilal Final p

8/4/2019 Hilal Final p

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A PROJECT REPORT

ON

conquest Analysis of M&M in Burhanpur District

AT

Mahindra & Mahindra Automobiles.

UNDER GUIDANCE OF

Mrs. AMreena Madam

SUBMITTED TO

UNIVERSITY OF PUNE.

IN THE PARTIAL FULFILLMENT OF

MASTER OF BUSINESS ADMINISTRATION

BY

Hilal Ansari

MBA (MARKETING)

(2011-2012)

POONA INSTITUTE OF MANANAGEMENT SICENCE AND

ENTERPURENERSHIP.


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ACKNOWLEDGEMENT

I overwhelmed my sense of gratitude towards all those who helped and guided me during the

course of this project.

I feel immense pleasure in expressing my sincere and profound sense of gratitude to

Mr. RISAL KHAN , of Mahindra & Mahindra Automobiles, for their inspiring guidance

and constructive criticism during the course of summer project.

I express my sincere thanks to Mr. WASIM HASHMI , Sales Manager and sales team of

CENTRAL MOTOR BURHANPUR for their guidance, constant encouragement andconstructive criticism

I am very thankful to Mrs. Amireena Madam and all staff members of POONA

INSTITUTE OF MANANAGEMENT SICENCE AND ENTERPURENERSHIP for

their cooperation and valuable guidance in completing the project.

I express my sincere thanks to Director Dr. ANWAR SHAIKH for inspiring guidance.


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CONTENTS

1. Objective Of The Project

2. Company profile

3. Executive Summary Of The Project

4. Research Methodology

5. Analysis & Interpretation Of Data

6. Conclusion

7. Suggestion

8. Bibliography


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Objective Of

The Project

Objective of the project


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The main objective of the project is To carry out Conquest analysis i.e. Victory Analysis

of M & M Tractors in Burhanpur District

The other Objective of the project are as follows

To know about the preferences of M & M owners & Swaraj owners while buying a tractor

To know awareness Of M & M & Swaraj owners about other tractors & models

To know the Information Sources Preferred by M & M & Swaraj owners before buying

tractors.

To Know the persons who influences the final buying decision of customer &

To Know Performance parameters taken into consideration by M & M & Swaraj owners

before buying tractor

To Know Likes & Dislikes of M &M owners about M & M Tractor

To know the reasons due to which Swaraj owners did not bought M&M tractor

To know the Sources of Finance used by Tractor owners

To know 2nd choice of M & M ,Swaraj owners while purchasing tractor

To know crops grown , Land owned, Habits of tractor owner,Use of tractor


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CompanyProfile

Mahindra & MahindraCompany Profile


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Mahindra & Mahindra Limited, the flag-ship company of India's Automobile giant the

Mahindra Group, was founded by two enterprising brothers K.C,Mahindra & J.C. Mahindra

in 1945 just at the dawn of India's Independence with a vision to manufacture and market

Jeeps.

Today, Mahindra & Mahindra is one of the top ten private sector companies inIndia. The core business of the group of producing Utility Vehicles,Light Commercial

Vehicles and Tractors has grown by leaps and bounds over these years

.Mahindra & Mahindra Ltd., manufacturing facilities together cover an area of over

5,00,000 sq. meters employing over 17,000 technical and non-technical personnel. It can

boast of having 8 state-of-the-art factories. One of the most progressive and dynamic

divisions of Mahindra & Mahindra Ltd., is the Farm Equipment Sector (Tractor Division)

which was started way back in 1963.

The late 1960's witnessed the beginning of a new revolution in India. The Green

Revolution" .Mahindra & Mahindra took the lead and responded by launching their new"INTERNATIONAL" range of modem high performance tractors. In technical Collaboration

with the international Harvester Co. Ltd .U.K., it set up international Tractor Co. of India Ltd.

(LT.C.I) in 1963. The initial annual production was 3500tractors , which gradually rose to

16,000 Tractors, in 1978. I.T.C.I merged with the parent company to be rechristened as

Mahindra & Mahindra Ltd. Tractor Division, which now has a capacity of producing over

80,000 tractors

The Farm Equipment Sector has manufacturing facilities at four locations i.e.

Kandivil - A western suburb of Mumbai in the State of Maharashtra

Nagpur, - The Orange City of Maharashtra

Rudrapur - In Uttaranchal

Jaipur - In Rajasthan

Market Position:


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Mahindra & Mahindra Ltd., is the market leader consecutively for 22 years in the Indian

Tractor industry, since 1983, with a market share of 31%. The Company has already

produced and sold over 10,00,000 Tractors .M& M has 4 factories, 27 Area Offices, 500

Dealers, & 78 Stockiest in India. In Maharashtra it has 32 Dealers & 11 Stockiest.

In addition to capturing the domestic market, M&M has also made significantprogress in the intensely competitive overseas market. The company has already exported

over 8500 Tractors to African Countries viz.

Zimbabwe,Zambia,Malaysia,NewZealand,Australia,Thyland,Turkey,Ghana,Syria,Iran,Sudan,

Chile,Mexico,Guyana,Uganda,Kongo,SouthAfrica & neighboring Countries Nepal, Sri lanka,

Bangladesh ,China etc.

M&M has also achieved a major break through in the U.S. Market.' The company

has already exported over 6500 Tractors and have established a new subsidiary' in the US viz.

Mahindra U.S.A.Inc., at Houston with the objective of increasing its sales in the U.S.A.

Quality Standards:


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Mahindra & Mahindra has also received ISO:9001 (Kandivali Plant), & ISO9002 QS-9000

(Nagpur Plant) the prestigious international quality certificate from RWTUV Germany for

Design, Manufacture, Marketing & Servicing of Tractors. Mahindra Tractors Are at the

cutting edge of the Tractor industry determined to be the 'WORLD LEADER BY THEYEAR 2005.M&M has won DEMINGALLPICATION PRIZE in 2003 given by JUSE,

JAPAN. It is the only tractor company in world to get this prize for quality

Management.


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Special Features of Mahindra Tractor :

Since Mahindra Tractors have been manufactured by using advance technology& also

manufactured in a factory possessing ISO-900l & QS-9000. Therefore there exist some

special features.

These Special features of Mahindra Tractors are as given below:

1) Proper & effective utilisation of fuel.

2) Less - maintenance cost.


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3) More deep ploughing is possible

4) Engine is having longer life.

5) Comfortable driving

6) Gar-box suitable for all kinds of works is present

7) Mahindra Tractor works excellently in all types of soils

8) 2 years or 2000 hrs. Warranty

9) Safety Brakes arrangements are present

10) High load carrying capacity

Special features of Arjun model of Mahindra Tractor:

The Arjun model is a new model launched by Mahindra &.Mahindra. The

special features of this Arjun model are as given below:

1) Due to Double Life P.L.F. - Engine


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a) Tractor is possessing high power

b) Engine Life is 8000 hrs

c) Saving of fuel.

2) Due to Hy- TECH-HYDRAULICS - attachment, Tractor is having higherload carrying capacity & therefore Tractor becomes more suitable for

Agricultural work & other work.

3) Due to DRY TYPE AIR CLEANER ,tractor is having longer life, less

maintenance & good protection to engine

.

4) Due to Power Steering tractor is easy for driving

5) Due to Constant Mesh Gear Box Attachment, shifting of gears becomes easy& tractors become more suitable for agriculture work.

6) Battery is having less maintenance.

7) Less consumption of Diesel & oil.

8) Powerful Halogen lamps become more useful in night.


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Executive Report of

the Project

Project IntroductionThe project was carried out in Burhanpur District. The areas to be covered were those areas

where tractor population is good.

The areas covered in this project are Khargone, Bhadwani, Burhanpur, Nimbora

,Nepanagar, Patonda .These areas are Taluka places & their surrounding villages.

The sample size was 60 Owners of M & M tractors & 30 owners of Swaraj tractors.The

reason behind selecting Swaraj Co is that Swaraj is the main Competitor Of M & M tractors

in Burhanpur Region.


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The tractor owners contacted during the project were the owners who had bought M &

M and Swaraj tractors during last 5 yrs. Majority of tractor owners are the owners who had

bought tractor in last 3 years.

The reason behind taking 30 no as sample size of Swaraj owners is that even though

they are main competitors of M & M, their tractor population is less as compared to M & M.

The data was collected by using a Questionnaire .The Questionnaire contains five Sub

topics Tractor History, Consideration &Awareness ,Buying Process ,Purchase details &

Profile of the Respondent.

In Tractor History all the details about tractor is taken like Make & model Registration No

etc.

In Consideration & Awareness the Other tractors considered by respondent at the time of

buying & are awareness about other tractor companies is tested.

In Buying Process the information sources used by tractor owners, Main influencers on final

decision are traced out

In Purchase details, the financial Sources Used, Price of tractor, is traced out.

In Profile of the Respondent, The Crops grown, Land Cultivated, use of tractor for

Agriculture & Non agriculture, His habits, His Financial Position is traced After filling the

entire questionnaire the data collected is Analyzed, Interpreted using various techniques

After all this the conclusions are drawn .Finally on the basis of all thisSuggestions are given

to the Company.


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RESEARCH

METHODOLOGY

Research Methodology

Research Instrument:Structured QuestionnaireSampling Plan:

1. Sample method: convenience sampling

2. Sample size : 90 for M & M and 30 for Swaraj

Sampling Design:

Convenience Sampling


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There are various method of sample design are available but t conduct this Survey we select

Convenience Sampling which is based on Convenience of Researcher. The respondent

sample is included in it merely because of their availability on point where survey is in

progress & tractor being up to 5 yr old.

Types Of Data

Basically there are two main types of data

1) Primary data

2) Secondary Data

1) Primary Data :-The primary data are those which are collected fresh &for the first time &thus happen to be

original in character. Such data are published by authorities who themselves are responsible

for their collection.

2) Secondary Data :-The secondary data are those which have already been collected by some other agency &

which have previously been collected by some organization to satisfy it s own need but it is

being used by other department under reference for an entirely different reason.

Methods for collecting Primary Data:

a) Interview Method of Data Collection

b) Observation Method of Data Collection

c) Questionnaire Method of Data Collection

Method for collecting Secondary Data

d) Record Review Method of Data Collection

For Project

Methods for collecting Primary Data


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For our Project we used following method

a) Questionnaire Method of Data Collection

According to this method a questionnaire is used for asking questions to respondents. A

special & related question format is prepared for this.

Method for collecting Secondary Data

a) Record Review Method

According to this method of secondary data collection manuals, magazines, brouchers,

pamphlets & annual reports of M & M Co have been studied to gather the necessaryinformation.


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ANALYSIS

&INTERPRETATION OF DATA

Total Samples Of Tractor Owners Taken In Burhanpur District90 nos.

Company wise Distribution

1) Mahindra & Mahindra -60 no

2) Punjab Tractors Ltd- 30 no

(Swaraj Tractors)

Areas Covered In Project

Shahpur,Khargone,Bhadwani, Nepanagar, Patonda, Burhanpur

S.NO AREA M&M SWARAJ Total


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123456Total


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FOR M & M OWNERS

M & M Repeat

buyer

M & M

as 1st

Total Choice

Other tractors

as 1st

choice

Total

20 29 11 60


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M&M SWARAJ FNH L&T MF ESCORTS SONALIKA TOTAL

49 4 2 2 1 1 1 60

.

Most Considered Model

No Model Nos Percentage

1 575 DI Sarpanch 47 78%

2 475 DI Sarpanch

45 75%


4 595 DI Super Turbo 14 23%

5 605 DI Arjun 11 18%


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Model & Year wise distribution of M & M owners

For Swaraj owners

Total No of

owners

Swaraj as 1

st choice

M & M as

1st choice

Sonalika as1st

choice

30 15 14 1

Most Considered Model

No Model Nos Percentage

1 Swaraj 735 FE 19 63%

2 Swaraj 744 FE 28 93%

3 Swaraj 855 28 93%

4 Swaraj 724 FE 5 16%


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5 575 DI

Sarpanch12 40%

Awareness of M & M owners about M & M and other tractors

No Models Nos Percentage

1 Eitchers Co. 39 83.33%

2 Messey Fergusson Co. 36 73.33%

3 Swaraj 744 FE 30 73.33%

4 Swaraj 855 30 73.33%

5 Escorts 37 70%

6 575 DI Sarpanch 34 66.66%

7 475 DI Sarpanch 33 66.66%

8 M & M Co. 26 56.66%


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9 Sonalika Co. 28 56.66%

10 275 DI Sarpanch 25 53.33%

11 Swaraj Co. 30 46.6%

12 Ford New Holland 29 46.66%

13 L & T John deere 26 56.66%

14 Swaraj 735 FE 21 35%

Information sources / Information source For M & M

No Source Nos Percentage

1 Friends/Relative 50 83.33

2 Other tractor owners 56 93.33

3 Mechanic 39 65

4 Previous experience of

tractor19 31.33

5 Tractor Dealers 19 31.66

6 Family Members 16 26.66

7 Sales Person 1 1.66


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Main Influences

For M & M owners For swaraj

No Inluence Nos Percentage Nos Percentage

1 Family members 9 15 4 13.33

2 other relatives 1 1.66 0

3 Friends 5 8.33. 1 3.33

4 Other Tractor

Owners17 28.33 15 50

5 Tractor Dealers 3 5 0

6 Mechanic 0 0 0

7 Television 5 30 0

8 Own decision 25 41.66 10 3.33

Total 60 30


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.

Factors affecting Buying Decision

For M & M For Swaraj

No Factors Nos Percentage Nos Percentage

1 Reasonablesmaintainance/

Running cost

51 85.56 27 90

2 Fuel efficiency 40 66

3 Cheap & easy

avail of

spares

31 51 6 20

4 Engine power 28 46 20 66.66

5 Easy avail of

service24 40

6 Application

suitability18 30 12 40

7 False of

driving11 18


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8 Tractor styling 6 10

9 Resale value 7 11.6

Liked Parameters to M & M owners

No Factors Nos Percentage

1 Tractor quality 43 71.55

2 Power 31 51.66

3 Fuel Efficiency 39 65

4 Driving Comfort 27 45

5 Styling of Model 25 41

6 Status 15 25

7 Spares availability 4 6.66


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Disliked Parameters to M & M owners

No. Factors Nos Percentage Pre

Warranty

Post

Warranty

1 Experience at

dealership14 46.66 7 7

2 Price 5 16.66

3 Wear of rear

tyres5 16.66 4 1

4 Size of fuel

tank4 13 4

5 HydraulicProblem

4 13.33 3 1

6 Oil Leakage 3 10 3

7 Sales Persons

Behaviour3 10 1 2

Note : 30 owners have no dislike at all


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Main (Only) cause for not buying M & M

No . cause Nos. percentage Previously

owned

M&M

1 Relevant Financing not

available6 20 2

2 Friends advice 5 16 1

3 More maintenance of small type 4 13 1

4 Less speed in work 3 10 1

5 Plough work not good 2 6

6 Others (Dealers advice ,want to

try new tractor , dealers lateapproach, not good in mud ,Too

costly

10 33 2


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Other important reasons

No. causes Nos.

1 Friends advice 8

2 Low fuel efficiency 6

3 Not enough power 5

4 No tractor owner friend have it 4

5 Relevent financing 4

About Discount

Company No. of

customers

getting

Discount

In Last 2

yrs.

Before Last

2 yrs.


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M & M 10 9 1

Swaraj 3 2 1

Total 13 11 2

About Implements

Company Without

Implements

Percentage With

implements

Percentage

M & M 57 95 3 5

Swaraj 26 86.66 4 13.33

Total 83

Managing Finance For Tractor

No Sources of Funds Nos M &

M

Swaraj

1 Complete Cash

Down

Payment

17 13 4


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2 Partly from loans

& Partly

from savings

66 42 24

3 By selling oldtractor

7 5 2

For M & M owners

No Sources of

Funds

Nos Within

last 2

yrs

Percentage Before

last 2

yrs

Percent

age

1 Complete

Cash Down

Payment

13 9 69 4 31

2 Partly from

loans &

Partly from

savings

42 33 78 9 22

3 By selling old

tractor

5 3 60 2 40

For Swaraj owners

No Sources of

Funds

Nos Within

last 2

yrs

Percentage Before

last 2

yrs

Percent

age


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1 Complete

Cash Down

Payment

4 1 25 3 75

2 Partly from

loans &

Partly from

savings

24 18 75 6 25

3 By selling old

tractor2 2 100 0

Source of Loans

.

No Source of Funds M & M Swaraj

1 Loan & Savings 42 24

No Company Nationalised

Bank

Cooperative

Bank

Pvt.

Finance

Companies

Pvt.

Bank

Total

1 M & M 31 3 8 0 42


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2 Swaraj 18 3 2 1 24

No Company Nationalised

Bank

Cooperative

Bank

Pvt.

Finance

Companies

Pvt.

Bank

1 33 22 3 8 0

(MMFSL-7)

Selling Old Tractor

No M & M Within 2

yrs

Before 2 yrs

1 5

(M & M to M

&M = 4

MF to M & M

= 1)

3 2


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Swaraj

1 2 2 0

MF to Swaraj 1,

Ford to

Swaraj =1

2nd Choice of M & M owners

No Company Name Nos Reason

1 Swaraj 31 Good Power, Working

speed

, Low maint, success in

area,good in farm & mud

2 Messey

Fergusson10 Previous experience,

good

fule efficiency, good

quality,

less maintenance

3 L & T John Deere 6 Good power, Less

maint

4 Sonalika 3 Good quallity, less

maint,

brand name


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5 Eicher 3 Good substitute to M &

M

6 Ford 3 Good in farms

7 HMT 1 Low maintenance

Note : 4 Customers told that they will not buy any tractor other

than M & M

2nd choice of Swaraj owners

No Company

Name

Nos Reason

1 M & M 28 Less maint, Fuel

efficiency, Brand

name,

Spare availability

2 Sonalika 1 Low maintenance

3 Sonalika 1 Wish to try newtractor

No Previously

owned M

& M

M & M to

M & M

M & M to

Swaraj


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1 27 20 7

No Previously

owned M

& M

M & M to

M & M

M & M to

Swaraj

1 5 0 5

No Shift from - to Nos

1 MF to Swaraj 2

2 MF to M & M

2

3 Ford to Swaraj 2

Cultivating Practices

No Activities Nos M & M Swaraj

1 1 to 5 & 12 49 35 14

2 1 to 5 12 9 3

3 1 to 6 & 12 29 16 13

4 1 to 6

0 0 0


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Total 90 60 30

1- Breaking land, 2- levelling field, 3- Ploughing, 4- Removing

grass,5 - Cutting crops residue, 6- Sowing 12 - rent to others

Non Agricultural activities of Tractor Owners

No Activities Nos M & M Swaraj

1 None 36 26 10

2 TransportingGoods 45 27 18

3 Transporting

passengers0 0 0

4 Construction 1 1 0

5 (2 & 4) 8 6 2

Total 90 60 30

Habits Of Tractor Owners

No Items M & M Swara

1 Watch TV (DD1) 50 28


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Watch cable 10 2

2 Listen to Radio 18 7

Not listen to Radio 42 23

3 Reads magazine (India

today, Krishi vigyan,

Saptahik sakal,

Nyanganga

4 1

Margin Money paid to dealer

No Amount M & M Swaraj

1 30,000 2 0

2 40,000 2 1

3 50,000 7 7

4 60,000 12 8

5 70,000 5 1

6 75,000 12 3

7 80,000 5 2

8 90,000 1 2

9 1,00,000 12 6

10 1,15,000 1 0

11 1,20,000 0 0


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12 1,50,000 1 0

Total 60 30

Conclusions


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ConclusionsThe main reasons for M & M s Victory are Parameters like Reasonable

maintenance ,Fuel efficiency, Cheap & Easy Availability of Spares &Service, EnginePower, Application suitability

All the respondents including Swaraj Owners Knows M & M tractor& its

models

56 % of the Swaraj owner's first choice was M & M & 90 % of

Swaraj owners rates M & M as 2nd choice

Apart from M & M other most known tractor companies are

Eicher,MesseyFergusson,Escorts,Swaraj,Sonalika

In both cases i.e. M & M and Swaraj the mostly used Information sources are Other Tractor

Owners, Friends/Relatives,& Mechanics resply

In case of M & M the main Influencers in final buying decision are Own decision, Tractor

owners, family members. But main Influencers is Owners own Decision

In case of Swaraj Main Influencers in final buying decision are Other tractor owners, Own

Decision resply, But main Influencer is Tractorowners.

In case of M & M the parameters affecting buying decision are Reasonable maint, Fuel

Efficiency, Cheap & easy avail of spares &Service,& Application suitability.

In case of Swaraj the parameters affecting buying decision are Reasonable Maint,engine

Power, Application suitability.

The Most Liked Parameters to M & M owners are Tractor Quality Power ,Fuel Efficiency

,Driving comfort,& Styling of mode

lThe Most Disliked parameters to M & M owners are Experience at Dealer, Price ,Wear of

rear tyres ,Hydraulic Problem

.The main reason for not buying M & M are Relevant financing sources not available,

Friends advice, More maintenance


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.

Most of the tractor owners of both M & M and Swaraj don t buy implements along with

tractor.Most of the tractor owners ,of both M & M and Swaraj has taken loan for

buying tractor.

75% of M & M & Swaraj owners both has taken loan from Nationalized Banks.

45% of M & M and 60% of Swaraj owners use tractor for Transporting Goods

43% of M & M and 33% of Swaraj owners don t use tractor for non agricultural use.

Not a single Tractor owner took Test Drive before buying tractor

Doordarshan is most popular T.V.channel & Lokmat is the most popular Newspaper

93.33% of M & M owners have only one tractor &remaining have more than 1 tractor while

in case of Swaraj 100% of Swaraj owners have only one tractor.

The main Crops taken by Tractor owners are Soya bean,

Paddy, Wheat, Gram, Cotton, Vegetables,


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Suggestions


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Suggestions to CompanyDealer Coverage should be increased i.e. No ofSalesmans, Frequency of visits etc.

Customer Care Executives Should be appointed at Dealer & at workshop both & should treat

them with respect

.

Competitor Customer meets should be arranged.

MMFSL services reach to be increased.

Post Warranty customers should be contacted at regular interval by Sales & Service team

Old Tractor exchangeMela s Should be arranged.

Local Mechanics (Reddy s) at Tarsa area should be persuaded about their opinion of M & M

tractors.

Service reminders /Schedule should be send to all customers.

Warranty Policy & procedure for O.E parts should be explained to customer by salesman &

service team.

.For Advertisement of Company Scheme & dealer scheme

Doordarshan is the best T.V. Channel & Lokmat is the best Newspapers Tractor rallies

should be held in Badhwa & surrounding areas.

Dealer should provide enough time to tractor buyers for making loan proposals.

Tractor Dealers should give enough time to customers for making loan proposals

The reasons for sales of Swaraj tractor are reasonable maintenance, Good Financing options,

application suitability. These parameters should be taken into consideration by M & M .

Schemes like free gifts on purchase of tractor should be encouraged more

Information about tractor, service, Warranty, schemes can be given to Customers in VCD as

nearly 50 % of tractor owners have VCD players

The disliked parameters like experience at dealer, tyre problem, salesperson s behaviour

should be removed

Trained mechanics should be appointed both at workshop & for field visits for attending

complaints


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Bibliography

Bibliography

1. www.mahindraworld.com (M & M Company s Web Site)

2. Philip Kotler, Marketing Management (Pearson Education Publication,11th Edition, 2001)


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3. C.R.Kothari, Research Methodology Methods & Techniques (Wishwa Prakashan,2nd

Edition, 1999)

4M&mCompanysPamphlets,Brouchers,Magazines,Reports.

Documents

Hilal Final p