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APROJECT REPORT
ON
“MARKETING STRATEGY FOR LAUNCHINGYUVRAJ 215 IN RURAL AREAS
ANDCUSTOMERS FEEDBACK”
GUIDED BY AND SPECIAL THANKS TO
MR. HITESH KUMAR SIR
MURLI AGRO WHEELS
MAHINDRA TRACTOR
SUBMITTED BY: MANISH V. SHIRBHAYE MET NASIK MBA 2010-2011
1
INDEX
EXECUTIVE SUMMARY ………………………………….(3-5)
INTRODUCTION …………………………………………….(6-9)
INDUSTRY PROFILE ……………………………………….(10-13)
PRODUCT PROFILE ………………………………………..(14-18)
LITERATURE SURVEY/REVIEW………………………….(19-21)
STATEMENT OF RESEARCH PROBLEM ……………….(22-24)
RESEARCH METHODOLOGY ……………………………(25-31)
MAHINDRA’S GLORIOUS PAST…………………………. (32-33)
DATA ANALYSIS AND INTERPRETATION ……………(34-47)
OBSERVATION AND FINDINGS …………………………(48-49)
CONCLUSIONS …………………………………………..…(50-51)
RECOMMENDATIONS …………………………………….(52-53)
Bibliography ………………………………………………….(54-55)
Annexure………………………………………………………(56-57)
2
CHAPTER 1
Executive
Summary
3
1. EXECUTIVE SUMMARY
The origins of M&M's Farm Equipment Sector lie in the formation of a joint venture in
1963 between the Company, International Harvester Inc., and Voltas Limited, christened
the International Tractor Company of India (ITCI). M&M's Farm Equipment Sector is the
largest manufacturer of tractors in India with sustained market leadership of over 27
years.
Mahindra & Mahindra (M&M), the market leader for the first time launched 15hp tractor
Yuvraj 215 it was launched in Pune, with good response in Gujarat, company look
forward to get response in Vidharbha. Yuvraj 215 is specially made for Orchard
application and Amravati is the region in Vidharbha wherein good yield of oranges is
recorded. Yuvraj 215 has given opportunity to farmers to get more yield with its special
features. Not only for Orchard but also for the farmers holding small piece of land can
own this tractor with economic price and improve its productivity. Yuvraj 215 though a
15 hp tractor had performed very well with its implements and some application which is
useful to farmers they are:-
1. Rotavator 2. Cultivator 3. Thresher 4. Spraying 5. Generator
Objectives
1. To understand the requirement and increase the sales of Yuvraj 215 compared
with previous month.
2. Tracking competitor’s product and analyzing demand for our product.
3. Meeting customer as per data base and check the customer’s satisfaction level.
4
Research Methodology
To get feedback from customers and know how well our product is performing
exploratory research and Descriptive research was used in the project.
Findings Drawn
Yuvraj 215 with its features and implements is performing very well, findings drawn
were
1. Farmers want practical demonstration of implements.
2. Farmers are in need of some technical knowledge.
3. Some technical problems with product Yuvraj 215 are
Gear
Axle
Good quality of metal is not used.
Conclusion
The company is offering good services, which is reflected on the satisfaction of the
customer.
Majority of the customer are satisfied with the performance of the Mahindra Tractor.
Mahindra has a very good market share in the state of (M.H.).
Customers are happy with launching of Yuvraj 215 in Vidharbha
Recommendation
Customers meet to share usage of various implements and also some technical
knowledge.
Manpower must be increased at our Dealer place for servicing.
There must not be communication gap between customer and Dealer that what we offer
with our product and in servicing, to have good relation with customers.
5
CHAPTER 2
INTRODUC TIO N
6
2. INTRODUCTION
ABOUT TITLE
This project reveals launching of new product after product research and demand for the
new product it is another important task for the organization in the cut throat competition,
strategic marketing plan plays an important role for the success of new product.
Competitor’s product are in the market with new technology and price so it is necessary
for the organization to launch their new product in targeted market with some additional
benefits and features as compare to other product, and also finding new customers by
creating new need for the product.
It is not an easy task for the organization to bring their new product from the
Introduction stage to the Growth stage, and on the other hand to make the product up to
the satisfaction level of customers. Organization need to clearly define why consumer
should buy their product and what additional benefits to their product are.
This project is also done to know the customers satisfaction for the YUVRAJ-215. The
impact of automobile industry on the rest of the economy has been so pervasive and
momentous that is characterized as second industrial. It played a vital role in helping the
nation to produce higher value good and services and in the enhancing their skills and
impose tremendous demand for automobile. The decrease in the Farmer interest rate and
easy available of loans has helped Farmers to progress in their yield. To gain the market
share it is important for the institutes to satisfy its customers and to retain the reputation
and its image.
7
Developing a Product Marketing Strategy is one of the most challenging and exciting
aspects of product marketing and launching a new product. The marketing professional
should begin by writing a working outline of his market plan to help organize the study,
gather information, and organize the presentation.
Marketing Strategies for Launching new product:
An outline to develop marketing strategies:
1) Mission Statement
Corporate Mission Statement.Manufacturing objectives.Product Development objectives.Marketing objectives.
2) Customers
How many of them are there?What are they buying?What practical problems do they try to solve?What is the size of your market?What is your customer's price point and other economics?Exactly what does it take to win an order?How long does it take to win an order?Exactly how do customers use competitive products?What's the current satisfaction with competitors?
3) Market Segmentation
Group customers (needs, industry, distribution, geography).Narrow the targets.Select targets.Label the segments.Consider the similarities and differences. Anything missing?
8
4) Competitors
What are they doing now?Where do competitors advertise, and how often?What is their sales pitch?How do competitors price?How do they distribute?How do competitors position themselves?How do competitors react to threats?How do successful competitors differ from the lesser?What are their market shares?Compare competitors to your organization in terms of your:
StrengthsWeaknessesOpportunitiesThreats
5) Product Position
Differentiate your product and your service.Find the opportunity. It’s out there.
What we see is, actually, a matter of perception. What your customer sees is, also, a matter of perception -- his perception. Understand your customer's needs.
Describe your products.Describe your customer's pain.
Strategies used to increase Yuvraj 215 sell
1. Yuvraj 215 launching to create hype in the market.
2. Display of Yuvraj 215 at various exhibition and Farmers meets in village.
3. Four sales persons completely dedicated for Yuvraj 215.
4. Distributed and pasted Hand bills in the market to create awareness among the
customers.
5. Demonstration and trials with special implements.
9
CHAPTER 3
COMPANY
PROFILE
10
3. Industry and Sector Profile:
History:
Mahindra & Mahindra (M&M) was established in
1945 as Mahindra & Mohammed. Later on, after the
partition of India, one of the partners - Ghulam
Mohammad - returned to Pakistan, where he became
Finance Minister. As a result, the company was
renamed to Mahindra & Mahindra in 1948.
M&M started its operation as a manufacturer of
general-purpose utility vehicles. It assembled CKD
jeeps in 1949. Over the passing years, the company
expanded its business and started manufacturing light
commercial vehicles (LCVs) and agricultural tractors.
Apart from agricultural tractors and LCVs, Mahindra & Mahindra also showed its
dexterity in manufacturing army vehicles. Soon, it started its operations abroad, through
its plants set up in China, the United Kingdom and the USA.
M&M partnered with companies prominent in the international market, including Renault
SA, International Truck and Engine Corporation, USA, in order to mark its global
presence. M&M also started exporting its products to several countries across the world.
Subsequently, it set up its branches including Mahindra Europe Srl (based in Italy),
Mahindra USA Inc., Mahindra South Africa and Mahindra (China) Tractor Co. Ltd.
At the same time, M&M managed to be the largest manufacturer of tractors in India, by
holding leadership in the market of the country, for around 25 years. The company is an
old hand in designing, developing, manufacturing and marketing tractors as well as farm
implements.
11
It made its entry to the passenger car segment in India, with the manufacture of Logan
(mid-size sedan) in April 2007, under the Mahindra Renault collaboration. Soon after the
considerable success of Logan, M&M started launching a wide range of LCVs and three
wheelers as well as SUVs including Scorpio and Bolero. In the present time, Bolero has
gained immense popularity in India. It is one of the most opted vehicles in its class.
Few groups can identify as closely with India's destiny and industrial progress as the
Mahindra Group. In fact, Mahindra is like a microcosm of India. Both were born around
the same time, had the same aspirations and both experienced the inevitable troughs and
crests in the journey towards their goals. And both continue to march on the path to
progress and global recognition Swift action followed this thought. The Mahindra
brothers joined hands with a distinguished gentleman called Ghulam Mohammed & on
October 2nd, 1945, Mahindra & Mohammed was set up as a franchise for assembling
Jeeps from Willys, USA
Two years later, India became an independent nation and Mahindra & Mohammed
changed its name to Mahindra & Mahindra. Ghulam Mohammed migrated to Pakistan
post-partition and became the first Finance Minister of Pakistan.
Since then, Mahindra & Mahindra has grown steadily in size and stature and evolved into
a Group that occupies a premier position in almost all key sectors of the economy. The
Group's history is studded with milestones. Each one taking the Group forward. In fact,
today, its total turnover is about 6.3 billion dollars.
12
Facts & Figures:
The Mahindra Group's Farm Equipment Sector has a significant presence across six
continents. It is among the top five tractor brands in the world, with its own state-of-the-
art plants in India, USA, China and Australia, and a capacity to produce 1,50,000 tractors
a year. The Group has a network of 800 Dealers Worldwide.
In the domestic business, the Farm Equipment Sector has had an unparalleled market
leadership for the last 24 years. It is the largest producer of tractors in India. Today, the
domestic market share of FES is around 42%. (Mahindra brand: 30% and Swaraj brand:
12%). The Mahindra group's Farm Equipment Sector (FES) is amongst the top three
tractor brands in the world. It has won the Japan Quality Medal in 2007.
Farm Equipment Segment
Tractor Below 30 HP Yuvraj
265 DI Sarpanch
265 DI Bhoomiputra
Tractors Between 30-40 HP Arjun 445 DI275 DI TU Sarpanch
275 DI TU Bhoomiputra
475 DI - Sarpanch
475 DI – Bhoomiputra
Tractors Above 40 HP Arjun 555 DI2Arjun 605 DI
575 DI - Sarpanch
575 DI Bhoomiputra
585 DI – Sarpanch
Farm Implements Rigid Tine CultivatorMounted Offset Disk
HarrowSpring Loaded TillerMounted Disc Plough
Leveller
Mounted MouldBoard PloughHeavy Duty Tiller
Reversible Plough
13
CHAPTER 4
PRODUCT
PROFILE
14
4. PRODUCT PROFILE:
PRODUCTS OF MAHINDRA AUTOMOTIVE
MAHINDRA “ ARJUN”
ARJUN 605
ARJUN 555
ARJUN 445
MAHINDRA “BHUMIPUTRA”
MAHINDRA “ SARPANCH”
Sarpanch 575
Sarpanch 475
Sarpanch 275
NBP 575
NBP 475
NBP 275
NBP 265
TURBO 595
TURBO 295
MAHINDRA “SHAAN”
MAHINDRA “ YUVRAJ”
15
YUVRAJ 215
Tractor Specification
Engine• 15 Hp, Single cylinder water cooled• Rated RPM : 2300• Max. Torque : 5.5 kgm @1400 rpm• Backup Torque : 10-12%• SFC: 175 +/- 2.5% gm/hp-hr
Transmission• Sliding Mesh, 6 F + 3 R speeds• True side shift• Max. Speed : 25.68 kmph.• PTO HP : 12.5 (rear mounted)• PTO RPM : 540 @ Rated engine
Dimensions• Length : 2400mm• Wheel Base : 1485mm• Track Width (front) : 904mm• Track width (Rear) : 1003• Operating Wt : 800 +/- 50 kgs
16
Comparative Analysis with Higher HP Tractor
No OPERATION PERFORMED YES NO1. Dry tilling & Puddling w/Rotavator P P2. Cultivation with cultivator P P3. Ploughing P P4. Inter-culture in row crops P ×5. Operations in Grape vine-yards P ×6. Orchard application P ×7. Operations in vegetable fields P ×8. Operations in small field pans P ×9. Operation in loose sandy loam soils P ×10. Applications in town municipalities P P11. Puddling with cage full wheels × P
17
Applications of Yuvraj 215
No Application Implement/Attachment
1. Rotavator 0.8 Mtr Rotavator
2. Puddling 0.8 Mtr Rotavator with half cage wheel
3. Cultivation 5-Tyne cultivator
4. Ploughing Double bottom MB plough
5. Haulage 2 wheel single axle trailor
6. Sowing Seed Drill
7. Spraying Sprayer with trailed tank
8. Reaping Front mounted Comb Reaper
9. Leveling Leveler
10. Furrowing Furrower
11. Power Generation/Water pump Modular platform
18
CHAPTER 5
SURVEY
REVIEW
19
5. LITERATURE SURVEY/ REVIEW:
The tractor industry in India is divided in various segment based on the tractor power (in
HP); the segments are <20 HP, 21-30, 31-40, 41-50 and >51 HP. The Indian tractor
industry is primarily a medium HP market with 31-40 HP segments accounting for 42.3%
of the volumes during 9M 2010-11. In terms of overall volumes, India is one of the
largest tractor markets in the world, besides China and the USA. The prospects of the
domestic industry are highly linked to monsoon rains, which remain a key factor in
determining agricultural production.
These small tractors have a potential to replace bullock carts in the field and the demand
potential remains high with around 39% of the area under cultivation owned by
marginal/small farmers; this segment, however, is expected to face competition from the
second hand market of higher HP tractors.
Tractor industry is dominated by Mahindra and Mahindra (M&M) with a market share of
around 39.8% during 9M 2010-11 till now in higher hp tractors but for the first time
Mahindra and Mahindra launched 15 hp Tractor in the market especially in Vidharbha
region to increase market share and fulfill the customer’s need of every category.
20
Research study has seen a gradual need for small hp tractor in Vidharbha and it has
launched for the first time in Amravati with some following factors
1. Yuvraj 215 is specially made for Orchard application, as Amravati region
gives high yield in Oranges.
2. As compare to other region in Vidharbha Amravati District has good
quality of soil.
3. With capability of 15 hp Yuvraj 215 gives good result in irrigation land.
21
CHAPTER 6
RESEARCH
PROBLEM
22
6. STATEMENT OF RESEARCH PROBLEM
Yuvraj 215 was firstly launched at Amravati in Vidharbha region, very few people where
knowing about the product its features, implements, working capacity and how useful it
would be for them in their field and to get more yield and in other work also. As today’s
most of the farmers are having financial availability but because of less knowledge he is
unable to avail the modern mechanization at his field work. He is not even in condition to
reach its Break Even Point and tends to do suicide.
After research analysis Mahindra Tractor has come up multi utility Tractor in the market
to fulfill farmers dreams. Different Marketing strategies were used to pitch Yuvraj 215 in
the market and get the desired sales for a new product at its Introduction stage in
Vidharbha region. It is expecting to see rise in the sell with the coming monsoon.
Mahindra Rise launched Yuvraj 215 not just increase its market share, but Mahindra
came up to help Farmers in their field work because in today’s date farmers are not
getting labors to get the work done in time. Yuvraj 215 a 15 hp tractor will help Farmers
to get income with less investment.
23
OBECTIVES OF THE STUDY
1. To understand the requirement and increase the sales of Yuvraj 215 compared
with previous month.
2. Tracking competitor’s product and analyzing demand for our product.
3. Meeting customer as per data base and check the customer’s satisfaction level.
SCOPE AND LIMITATIONS TO THE STUDY
1. The scope of study is limited to the respondents are selected from in and
around Nagpur (M.H.)
2. The project is carried out for the period of 45 days only.
3. The sample unit was also 95 respondents.
4. However, Mahindra and Mahindra Tractor showrooms are located in other
places i.e. locally and even in the neighboring states.
5. Only opinion of respondents of Nagpur city was consider for finding out
the opinions of respondents.
24
CHAPTER 7
RESEARCH
METHODOLOGY
25
7. RESEARCH METHODOLOGY:
RESEARCH METHODOLOGY
A research process consists of stages or steps that guide the project from its conception
through the final analysis, recommendations and ultimate actions. The research process
provides a systematic, planned approach to the research project and ensures that all
aspects of the research project are consistent with each other. Research studies evolve
through a series of steps, each representing the answer to a key question.
INTRODUCTION
This chapter aims to understand the research methodology establishing a framework of
evaluation and revaluation of primary and secondary research. The techniques and
concepts used during primary research in order to arrive at findings; which are also dealt
with and lead to a logical deduction towards the analysis and results.
26
RESEARCH DESIGN
We propose to first conduct a intensive secondary research to understand the full impact
and implication of the industry, to review and critique the industry norms and reports, on
which certain issues shall be selected, which I feel remain unanswered or liable to
change, this shall be further taken up in the next stage of exploratory research. This stage
shall help me to restrict and select only the important question and issue, which inhabit
growth and segmentation in the industry.
The various tasks that have been undertaken in the research design process are :
Defining the information need
Design the exploratory, descriptive and causal research
RESEARCH PROCESS
The research process has four distinct yet interrelated steps for research analysis
It has a logical and hierarchical ordering:
Determination of information research problem.
Development of appropriate research design.
Execution of research design.
Communication of results.
Each step is viewed as a separate process that includes a combination of task , step and
specific procedure. The steps undertake are logical, objective, systematic, reliable, valid,
impersonal and ongoing.
27
EXPLORATORY RESEARCH
The method used for exploratory research was
1. Primary Data
2. Secondary Data
PRIMARY DATA
New data gathered to help solve the problem at hand. As compared to secondary data
which is previously gathered data. An example is information gathered by a
questionnaire. Qualitative or Quantitative data that are newly collected in the course of
research, Consists of original information that comes from people and includes
information gathered from surveys, focus groups, independent observations and test
results. Data gathered by the researcher in the act of
conducting research. This is contrasted to secondary data, which entails the use of data
gathered by someone other than the researcher information that is obtained directly from
first-hand sources by means of surveys, observation or experimentation.
Primary data is basically collected by getting questionnaire filled by the
respondents.
SECONDARY DATA
Information that already exists somewhere, having been collected for another purpose.
Sources include Dealership & Sales Persons. There are two types of secondary data:
internal and external secondary data. Information compiled inside or outside the
organization for some purpose other than the current investigation Researching
information, which has already been published? Market information compiled for
28
purposes other than the current research effort; it can be internal data, such as existing
sales-tracking information, or it can be research conducted by someone else, such as a
market research company.
Secondary source of data used consists of books and websites
My proposal is to first conduct a intensive secondary research to understand the full
impact and implication of the industry, to review and critique the industry norms and
reports, on which certain issues shall be selected, which I feel remain unanswered or
liable to change, this shall be further taken up in the next stage of exploratory research.
DESCRIPTIVE RESEARCH
STEPS in the descriptive research:
.-Statement of the problem
1. Identification of information needed to solve the problem
2. Selection or development of instruments for gathering the information
3. Identification of target population and determination of sampling Plan.
4. Design of procedure for information collection
5. Collection of information
6. Analysis of information
7. Generalizations and/or predictions
DATA COLLECTION
Data collection took place with the help of filling of questionnaires. The questionnaire
method has come to the more widely used and economical means of data collection. The
common factor in all varieties of the questionnaire method is this reliance on verbal
responses to questions, written or oral. It was essential to make sure the questionnaire
was easy to read and understand to all spectrums of people in the sample. It was also
important as researcher to Respect the samples time and energy hence the questionnaire
29
was designed in such a way, that its administration would not exceed 4-5 mins. These
questionnaires were personally administered.
The first hand information was collected by making the people fill the questionnaires.
The primary data collected by directly interacting with the people. The respondents were
contacted at Talukas comes under Amravati. The data was collected by interacting with
96 respondents who filled the questionnaires and gave me the required necessary
information. The respondents consisted of Farmers, Business persons etc. the required
information was collected by directly interacting with these respondents.
DETERMINATION THE SAMPLE PLAN AND SAMPLE SIZETARGET POPULATION
It is a description of the characteristics of that group of people from whom a course is
intended. It attempts to describe them as they are rather than as the describer would like
them to be. Also called the audience the audience to be served by our project includes
Customer from October 2010 to 21st may 2011.The specific population intended as
beneficiaries of a program. This will be either all or a subset of potential users of Tractor.
A population to be reached through interaction & through Telecalling. The group of
people you are trying to reach with a particular strategy or activity. The target population
is the population I want to make conclude an ideal situation; the sampling frames to
matches the target population. A specific resource set that is the object or target of
Investigation.
30
SAMPLE SIZE:
This involves figuring out how many samples one need.
The numbers of samples you need are affected by the following factors:
1. Project goals
2. How you plan to analyze your data
3. How variable your data are or are likely to be
4. How precisely you want to measure change or trend
5. The number of years over which you want to detect a trend
6. How many times a year you will sample each point
7. How much money and manpower you have
SAMPLE SIZE :
We have targeted 95 Customers in the Talukas comes under Amravati. The target
population influences the sample size. Out of 95 customers 50 will be covered by
Personal interaction & remaining 45 will be contacted through Telephone. The target
population represents the Amravati regions. .The people were from different professional
backgrounds. The details of our sample are explained in chapter named primary research
where the divisions are explained in demographics section.
31
CHAPTER 8
GLORIOUS
PAST
32
8. Mahindra’s Glorious Past
1. Mahindra group's FES is amongst the top 3 tractor brands in the world
2. It holds the distinction of being the first tractor company globally to win the
Deming Application Prize in 2003
3. Won the Japan Quality Medal in 2007
4. Domestic market share of FES is around 44% (Mahindra brand: 30% and Swaraj
brand: 14%)
5. Total tractor sales in 2011 is 152000 units, as compared to 127000 units in 2010,
an increase of 27%.
33
CHAPTER 9
DATA ANALYSIS
&
INTERPRETATION
34
9. DATA ANALYSIS & INTERPRETATION Data was collected by two sources:-
1. 50 customers were personally interviewed.
2. 40 customers were through telephonic.
There were in all 90 customers of Yuvraj 215 in Amravati District. Yuvraj 215 is new
Brand of Mahindra Tractor in Amravati District & meet customer expectation in terms of
Performance & service is an important task for company to know how well product is
performing.
Below table gives us data about Yuvraj 215 customers with respect to:-
1. Taluka wise customers
Talukas wise customers list
Sr.No.Amravati District
Talukas Total nos. of customers
1.Amravati 16
35
2.Achalpur 7
3.Anjangaon S. 10
4.Akola 3
5.Bhatkuli 13
6.Chandur Bazaar 14
7.Chandur Railway 3
8.Daryapur 17
9.Morshi 4
10.Buldhana 3
11.Washim 2
12.Warud 3
13.Total 95
In the data of 95 customers of YUVRAJ 215
20 customers where already users of Tractors of different companies and they
purchased YUVRAJ 215 to full fill there need.
Ratio of 20 customers
36
Sr.No. Tractors Company Nos. of customers
1.Mahindra & Mahindra Tractor 12
2.John Deere Tractor 4
3.Ferguson Tractor 2
4.Sonalika Tractor 2
5.Total 20
After the launching of YUVRAJ 215 this 20 customers were users of YUVRAJ 215.
37
List of 50 Yuvraj 215 customers contacted personally and interviwed through five questions.
Sr.No. Name Village Phone/Mobile
1.Prabhakar kalkar Chandur bazaar 9923366296
2.Dilip dhote Chandur bazaar 9372581342
3.Mohan bhalerao Chandur bazaar 9637981007
4.Gajanan Watane Chandur bazaar 9922797081
5.Sahebrao kadu Chandur bazaar 9011577361
6.Nandkumar wasankar Chandur bazaar 9421828864
7.Subhash behare Chandur bazaar 9421820230
8.Sham thelkar Chandur bazaar 9960900901
9.Milind gawande Chandur bazaar
9049200655
10.Dilip pathare Chandur bazaar 8806015681
11.Narendra ubhad Achalpur 9423621626
38
12.Dilip shelake Achalpur 9922702874
13.Panjabrao chimote Achalpur 9545658458
14.Ashok Kale Achalpur 9850737927
15.Shobha Gawali Achalpur 9822260076
16.Damodhar Mathane Achalpur 9823356630
17.Seema Ghogare Anjangaon. S 9404110719
18.Ramdas Nathe Anjangaon. S 9403620231
19.Pushpatai G Deshmukh Anjangaon. S 7588085167
20.Raosaheb L Deshmukh Anjangaon. S 9922267462
21.Shivankar sawankar Anjangaon. S 8007322780
22.Prabhakar dhavale Anjangaon. S 9096941874
23.Pramod telankhede Daryapur 9623334301
24.Baburao patharkar Daryapur 9552287676
25.Prashant A. Dhande Daryapur 9763464377
26.Manish Sudhakarrao Hole Daryapur 9730921547
27.Subhash V. Kokate Daryapur 9975051740
28.Anil nade Daryapur 9764282470
29.Pradip paturde Daryapur 9763577010
30.Sanjay kadu Daryapur 8605811737
31.Umesh kutemate Daryapur 9922281649
32.Narendra bramhankar Daryapur 8007505027
33.Ujwal khedkar Daryapur 9766004230
39
34.Vinit dhande Daryapur 9822099571
35.Bhagwan bhade Daryapur 9545825054
36.Purushattam bhade Daryapur 9657359596
37.Vilas tarale Daryapur 942382930
38.Nandakishor Hambarde Bhatkuli 9881214203
39.Aravind P Korat Bhatkuli 9370103090
40.Gajanan M Gawali Bhatkuli 9767240058
41.Baburao S Kadu Bhatkuli 9545424292
42.Ravindra R Khadase Bhatkuli 9767231660
43.Rajubhau Bhore Bhatkuli 9637858003
44.Prahalad Dagal Bhatkuli 9922309514
45.Suhhir joshi Bhatkuli 9881214203
46.Ramesh kothar Bhatkuli 9881214203
47.Rajendra gatfane Bhatkuli 9689738218
48.Sharad rao sikachi Walgaon 9423386040
49.Gajanan jalit Chandur railway 9922036858
50.Sunil jalit Chandur railway 9922036858
40
Graphical representation of all five questions for all 95 customers of YUVRAJ 215.
1. What is the reason for purchasing Yuvraj 215?
INTERPRETATION:
1. MAHINDRA HAS GOOD BRAND NAME IN THE MARKET.
2. ITS PRICING STRATEGY IS ALSO INCREASES ITS SALES.
41
Sr.No. Parameter NO. of Respondents
Percentage
1 BRAND NAME 60 60%
2 COST 28 28%
3 OTHER 07 07%
TOTAL 95 95
2. Is the tractor Price is worth full to its features?
Sr.No. Parameter NO. of Respondents
Percentage
1 YES 70 70%
2 NO 25 25%
TOTAL 95 95
INTERPRETATION:
1. MORE NOS. OF CUSTOMERS WERE STATSIFIED WITH YUVRAJ 215 PRICE.
2. SOME WERE NOT HAPPY WITH PRICE.
42
3. Are the necessary parts of Yuvraj 215 available at service station?
Sr.No. Parameter NO. of Respondents
Percentage
1 YES 60 60%
2 NO 35 35%
TOTAL 95 95
INTERPRETATION:
1. MOST OF THE CUSTOMERS GOT THE SPARE PARTS AS PER THERE NEED.
2. SOME CUSTOMERS FACED LOT OF PROBLEM AS THERE TRACTOR WAS IN THE SHOWROOM DURING SEASONAL WORKS.
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4. Did you got service at your door step on time?
Sr.No. Parameter NO. of Respondents
Percentage
1 YES 90 90%
2 NO 5 5%
TOTAL 95 95
INTERPRETATION:
1. MOST OF THE CUSTOMERS GOT SERVICING AT THERE DOOR STEP ON TIME.
2. FEW PEOPLE DID NOT GOT SERVICE ON TIME AS MANPOWER STRENGTH IS LESS.
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5. Is the repair time and repair quality in Mahindra Service stations is convenient to you?
Sr.No. Parameter NO. of Respondents
Percentage
1 YES 55 55%
2 NO 40 40%
TOTAL 95 95
INTERPRETATION:
1. MOST OF THE CUSTOMERS GOT GOOD SERVICE.
2. FEW CUSTOMERS TRACTOR PROBLEM WAS CRITICAL AND IT TOOKED TIME TO REPAIR IT.
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CHAPTER 10
FINDINGS
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10. FINDINGS:
Based on the data gathered by administrating schedules to customers the following observations are made.
1. Yuvraj 215 has excellent percentage of customer satisfaction.
2. Most of the people are satisfied with its low maintenance cost and after sales service
provided by Murli Agro Wheels.
3. Based on the fuel consumption, most of the people are satisfied with it.
4. Based on Safety and Comfort, Design, Space, Maintenance most of the people are satisfied with it.
5. Large numbers of Tractor user are not aware about its Implements and its usage.
6. Customers who have technical knowledge and use the Tractor as per its capacity there Tractor are Performing well. 7. Its features and style satisfy most of the people.
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CHAPTER 11
RECOMMENDATION
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11. RECOMMENDATION:
a. Mahindra Company has to implement good customer relationship Management strategy that enhances customer satisfaction level.
b. Availability of parts with Dealer and manpower to increased at service station.
c. The company should promote about the entire feature offered by it.
d. As majority of the customer give opinion that they are satisfied is the factor, services and performance of the Tractor of the company should taken not only maintain the existing standard but also enhance them.
e. Availability of parts with Dealer and manpower to be increased at service station.
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CHAPTER 12
CONCLUSION
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12. CONCLUSIONS:
1. Mahindra has a very good market share in the state of (M.H.).. 2. The company is offering good services, which is reflected on the satisfaction of the Customer.
3. Majority of the customer are satisfied with the performance of the Yuvraj 215.
4. Customers know about the Product but they are not aware how it would be useful and Beneficiary for them.
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CHAPTER 13
BIBLOGRAPHY
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13. BIBLIOGRAPHY:
Philip Kotler 13th edition Marketing Management
www.Mahindra & Mahindra ltd.com
Google Documents
Data from Mahindra Tractor Nagpur and Murli Agro Wheels (DEALER).
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CHAPTER 14
ANNEXURE
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14. ANNEXURES:
Dealership: Name of Customer: Village: Tehsil:
QUESTIONNAIRE
1. What is the reason for purchasing Yuvraj 215?
Brand Name Cost Other
2. Is the tractor Price is worth full to its features?
Yes No
3. Are the parts of Yuvraj 215 available at service station?
Yes No
4. Did you got service at your door step on time?
Yes No
5. Is the repair time and repair quality in Mahindra Service stations is convenient to you?
Yes No
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