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C o n t e n t s EXECUTIVE SUMMARY

Chapter: - I Profile

Overview of the Escorts Company. Profile of Escorts Company.Profile of Jai Shree Tractors.

CHAPTER:- II Theoretical Framework

Advertising strategies.Sales promotion tools.Sales trends.Models of the Escorts tractors.

CHAPTER: - III Data analysis Data interpretation & analysis.

CHAPTER: - IV Finding,Suggestions & conclusion

Annexure BibliographyQuestionnaire

SUMMER TRAINING PROJECT REPORT

ESCORTS INDIA PVT. LTD. AGRI MACHINERY GROUP, FARIDABAD

Project HeadMr. S.P PANDEY National Head-Powertrac tractors

Prepared By :ANOOP MISHRARoll No. A50002214003AMITY UNIVERSITY, GURGAONHARYANA PREFACEIndustrial exposure is the most crucial part of the technical studies in which a student is able to synchronize his technical knowledge with practical knowledge gained in any of the organization in which he gets his training from. I was allotted a project titled, Marketing strategy adopted by ESCORTS TRACTORS. I hope that the word of my project communicates the actual experience gained with subtlety and precision, which is unapproachable, by any other means. From the medium of this project report, I would like to thank each and every honorable employee of ESCORTS INDIA PVT LTD FARMTRAC AND POWERTRAC DIVISION, who has helped me to gain all the knowledge in the respective production shop, where production process was involved.

ABOUT THE COMPANYThe Escorts Group is among India's leading engineering conglomerates operating in the high growth sectors of agri-machinery, construction & material handling equipment,railway equipment and auto components.Having pioneered farm mechanization in the country, Escorts has played a pivotal role in the agricultural growth of India for over five decades. One of the leading tractor manufacturers of the country Escorts offers a comprehensive range of tractors, more than 45 variants starting from 25 to 70 HP. Escort, Farmtrac and Powertrac are the widely accepted and preferred brands of tractors from the house of Escorts. A leading material handling and construction equipment manufacturer we manufacture and market a diverse range of equipment like cranes, loaders, vibratory rollers and forklifts.Escorts today is the world's largest Pick 'n'Carry Hydraulic Mobile Crane manufacturer. Escorts has been a major player in the railway equipment business in India for nearly five decades. Our product offering includes brakes, couplers, shock absorbers, rail fastening systems,composite brake blocks and vulcanized rubber parts.In the auto components segment, Escorts is a leading manufacturer of auto suspension products including shock absorbers and telescopic front forks. Over the years, with continuous development and improvement in manufacturing technology and design, new reliable products have been introduced.Throughout the evolution of Escorts, technology has always been its greatest ally for growth. In the over six decades of our inception, Escorts has been much more than just being one of India's largest engineering companies.It has been a harbinger of new technology, a prime mover on the industrial front, at every stage introducing products and technologies that helped take the country forward in key growth areas. Over a milliontractors and over 16,000 construction and material handling equipmentthat have rolled out from the facilities of Escorts, complemented byahighly satisfied customer base,are testimony to the manufacturing excellence of Escorts. Technological and business collaboration with world leaders over the years, Globally competitive indigenous engineering capabilities, over 1600 sales and service outlets and footprints in over 40 countries have been instrumental in making Escorts the Indian multinational. At a time when the world is looking at India as an outsourcing destination, Escorts is rightly placed to be the dependable outsourcing partner of world's leading engineering corporations looking at outsourcing manufacture of engines, transmissions, gears, hydraulics, implements and attachments to tractors,and shock absorbers for heavy trailers. In today's Global Market Place, Escorts is fast on the path of an internal transformation, which will help it to be a key driver of manufacturing excellence in the global arena. For this we are going beyond just adhering to prevailing norms, we are setting our own standards and relentlessly pursuing them to achieve our desired benchmarks of excellence.

THE FOUNDING PHILOSOPHY

Over six decades back two young men set out on a journey together armed with little beyond intelligence, business acumen and determination and dreams aplenty. They believed that India could only achieve total freedom with a breakthrough in the field of agriculture and mechanization would have to rule the fields. Their youthful enthusiasm had kindled the hope that one day they would make a mark of their own. They were in fact writing the first chapter of what has come to be widely recognized as one of the greatest success stories in Indian industry.Escorts came into being with a vision. A vision that eschewed easy paths to profitability, and sought instead for ways to make a contribution.

A vision that led two young brothers, Yudi and Hari Nanda, to branch out of their family's prospering transport business and institute ventures that were to become the foundations of Escorts Limited. On 17th October 1944, Escorts Agents Limited was born at Lahore (now in Pakistan) with Mr. Yudi Nanda as Managing Director and Mr. Hari Nanda as Chairman. It was a trendsetting marketing house driven by the same business philosophy, which had given their family enterprise an unrivalled reputation: customer concern. Not long afterwards, this driving ambition to go beyond the expected led Hari Nanda to the first of his many successful business insights - the discovery of the great business potential that lay in India's villages. This led to the launch, in 1948, of Escorts (Agriculture and Machines) Ltd., with Yudi Nanda as Director. Though separate business entities then, both companies had two great strengths in common: the dynamic Nanda brothers and the unifying force of the name they gave their companies; Escorts, literally 'escorting' their products and services to the customer while most other businessmen were just selling. Tragically, Mr. Yudi Nanda died in an accident in 1952 - but his spirit remained embedded in the foundations of the company. Mr. H P Nanda then took on the mantle to realize the dreams which he had always seen with his brother.Escorts (Agents) Ltd. and Escorts (Agriculture and Machines) Ltd. merged in 1953 to create a single entity -Escorts Agents Pvt Ltd. Having initially started with a franchise for Westinghouse domestic appliances, by this time the Company had already expanded its marketing and service operations, representing internationally known German and American organizations such as MAN, AEG, Haniel&Leug, Knorr Bremse, MIAG and BMA for sophisticated electrical and mechanical engineering equipment and Minneapolis Moline and Wisconsin for agricultural tractors, implements and engines. Escorts made a major thrust into the agricultural arena by taking on the marketing and service franchise for Massey Ferguson tractors in Northern India, which soon comprised 75% of MF's all-India sales - a signal tribute to Escorts' inherent strengths. Its first industrial venture came up in 1954, in partnership with Goetzewerke of Germany for the manufacture of piston rings and cylinder liners - followed by production of pistons in collaboration with MAHLE, also of Germany, in 1960. The company's incorporation in its present name, Escorts Limited, was effected on 18th January, 1960. Escorts' next major industrial activity was the assembly of tractors in 1961 in technical cooperation with URSUS of Poland. Subsequently this led to the manufacture of the country's first indigenous tractors under Escorts' own brand name, which were to play a pivotal role in the Green Revolution. This went on to lay the foundations that even today are the Company's core strengths -relevant, world-standard technology through strategic international alliances; a broadbased marketing and service network yet unrivalled.

Beyond the growth of the organization, these principles have ensured that Mr. H. P. Nanda's contribution to the cause of industry and the consumer will endure. He pioneered the revolutionary concept of 'interdependence' between ancillary and large industries, institutionalizing vendor development and in the process building Faridabad and the entire belt of townships in the region. He introduced the discipline of service going before marketing, reassuring the customer that Escorts would stay with them, that they were here for the long run. He built lasting alliances with an array of the world's most respected names in tractors, industrial equipment, two-wheelers, construction equipment and telecommunications. Going further, he created institutions devoted to value engineering and training, not only as investments in the company's future but also as catalysts for the enhancement of Indian industry as a whole the Escorts R&D Centre and the unique Escorts Institute of Farm Mechanization. His concern extended to the society in which he worked, and he manifested it by establishing the Escorts Medical Centre at Faridabad, Escorts Heart Institute and Research Centre at New Delhi, as well as numerous village development programmes. And above all, he imbued the corporation with his own pioneering.

Escorts is testimony to the valor, vision and values of its Founder Mr. H P Nanda. He remains the inspiration for our courage, spirit of adventure and ability to Think Big. These qualities are his enduring legacy and have inspired and encouraged us down the decades and will continue doing so in all our endeavors.

Background

In 1960, our parent company, Escorts, set up the strategic Agri Machinery Group (AMG) to venture into tractors.

In 1965, we rolled out our first batch of tractors under the brand name of Escort.

In 1969 a separate company, Escorts Tractors Ltd,was established with equity participation of Ford Motor Co., Basildon, UK for the manufacture of Ford agricultural tractors in India.

In the year 1996 Escorts Tractors Ltd. formally merged with the parent company, Escorts Ltd.

Since inception, we have manufactured over 1 million tractors.

Overview Manufacturing

Escorts - AMG has Tractor manufacturing capacity of 98,940 trs / annum which is the highest in Asia at one location. Its manufacturing operations are divided in three plants asComponent PlantTractor Assembly PlantCrankshaft & Hydraulic PlantComponent Plant consists of Machine shops in which all major castings such as Engine blocks, Gearbox housings, Differential housings are being machined along with Gears & Shafts. Machine shop consists of State of the Art machines such as CNC Horizontal Machining Centers, CNC Turning Centers and variety of other precision machines, including Gear Hobbing and Shaving machines, etc. It is important to note that all critical components are machined in house.Tractor Assembly Plant is divided into two lines as Farmtrac Line and the Powertrac Line. Farmtrac Line is a composite line that has machining as well as assembly activities of Engine, Transmission & Tractor whereas on Powertrac line only Assembly activities of Engine, Transnmission& Tractor are being carried out.Tractor Assembly Plant has State of the Art Paint Shop that has CED paint shop facilities. Engine Shop has State of the Art testing facilities that includes AVL make Eddy Current Dynamometers in Engine Test House.

Crankshaft & Hydraulic Plant is divided into two parts as Crankshaft Line and Hydraulics Line. Crankshaft line consists of machine shop where crankshafts of all Tractor models are being machined. It has State of the Art machines such as Rotary Miller, Pin Grinder, Journal Grinder, etc. Hydraulic line consists of Machining as well as Assembly activities where critical parts of tractor hydraulics such as Distributor, Hydraulic Cylinder, etc are being machined and assembled. It has State of the Art Honing and other precision machines.

Overview Materials Management

1.Presently procuring materials for 72,000 tractors per annum.2.Present procurement value over US$ 30 million.3.Production will rise to 100,000 tractors per annum in 2 years.4.Procurement value will rise to almost US$ 45 million in that period.5.Presently 387 suppliers of which over 95% are India domestic.6.Advantages of low costs of materials in India.7.Items procured are:CastingsForgingsMachined PartsProprietariesSheet MetalHardwareIntroduction:-A success of the firm largely depends upon how effectively and it serves the existing and prospective customers. Because it is only the sales which bring revenue to the firm the management of the firm can be efficient when there will be proper planning and control the present and future actions of the firm.In the present competitive scenario it is very essential to predict the needs of the customers in hand and see to it that no stone is left unturned. Customer satisfaction is the main things, which contribute to expansion and progress in any business. Study of customers attitude towards the product in hand is also one of the main things which contribute to the decision whether the path selected to progress and create healthy business relationship.Need for the Study:- This study is an attempt to recognize which type of marketing strategies adopted by the company. How they brought their product into the market.And how they increased their costumer attitudes, customer preference, sales & brand awareness in their region Objectives of the study:- 1.To know the marketing strategies of Escorts tractors adopted by the corporation around the Dabra region.2.To known the awareness of brand around the Dabra.3.To known the customer response towards the John Deere tractors.4.To known the problems faced by the customer.Research methodology:- The data and information needed for the study has been collected from both primary and secondary sources. The primary sources used for collection of information are questionnaire, personal interviews with the customer of the Escorts tractors and official interviews in the corporation. In addition to this the information is also collected from secondary source through the net.Research design:- In the study on attempt is made to evaluate the preface of the companys approach the sales persons about their marketing strategies like advertisement, sales promotion tools etc. these are making to create a awareness of brand in their region of sales.Data collection:- For this study the primary and the secondary data were collected from conducting survey on that region. The following shows how I collected the primary as well as secondary data.Primary data:- The primary data was obtained through market survey, by personal interview and questionnaire method at Dabra&Datia region.Secondary data:- The secondary data is collected from the company as well as through some websites (www.Escorts agri machinary.com)Findings of the study:-1.According to survey, it was clear that the availability of spare parts was very easy.2.Out of 50 respondents it can be seen that 36% i.e. 18 respondents purchases tractors by wall painting, and 4% .among 54% of the respondents were purchased from others. The 02 & 03 respondents by T.V. Adds and magazines.3.Out of respondents we find that 54%, which of 27 respondents are in a income group of Rs. 71000 to Rs. 100000 and 12%Which are respondents are in an income level of Rs. 41000 to Rs.71000.4.Out of 50 respondents it was found that 30 respondents are influenced by company showroom during purchase, company sales man and rest of others by advertising friends/ relatives, etc influence 20 respondents.5.Among 100% of respondents 52% of customers were satisfied with the vehicle performance.Suggestions:-Escorts tractors needs additional sales promotional activities like organizing exhibitions, fairs issuing catalogues and broaches, display and demonstration, contests etc.1.Company should give advertisement in magazines and news papers to make them aware and to attract customers2.Dealer should attract customers by giving special reduction in prices at the time of festivalsConclusion:-After doing my in-plant project in Escorts tractors I come to know that how marketing strategies help to boost the sales, how and when they applied and executed.Limitation of the study:- 1.The study was restricted to the surrounding areas of the Dabra & Datia only. Therefore the result of the study cannot be generalized to other parts of the country.1.Due to time constraints, the extensive research could not be undertaken, therefore the sample size was restricted to 50 customers only.2.Analysis of data collected from questionnaire was done on the assumption, it is a relevant data.3.Preferences & response of the customers would change over a period of time.

About the tractors industries:-INTRODUCTIONIndias long-term economic prospects, even today, depend to a large extend on the agricultural sector, which contributes a quarter to the gross domestic project and provides livelihood to 2/3 of the population.A gradual and perceptible shift from subsistence farming to enterprise farming is harbinger of modernization of the agriculture economy and this will increase the contribution of the sector to the overall GDP in the time to come. The central government as well as several state governments is giving due priority to agriculture and rural developments.A tractor is a product, which has maximum utility in the agricultural sector.The tractor industry is segmented on the basis of the power of the tractor engine measured in terms of horsepower (HP).The maximum consumption is for 30-40 HP tractors. With the increase in the availability of low cost finance for longer tenures, the sale of the tractors is expected to go up. The new trend observed in this sector is the shift in consumption from majority in the northern states to other parts of the country, too. The soil in the northern states is alluvial in nature and thus requires a low powered tractor for tilling it. However, states located in the western and southern parts of the country where the soil being laterite or black etc. is harder and needs high-powered tractors.Tractor industry in India has passed through various hazes before reaching where it is today. During 1945 to 1960 demand was met entirely through import. There were 37,000 tractors by 1960. Production began in 1861 with five manufactures producing a total of 880 units per year. By 1965 it increased to over 5,000 units per year and by 1970 annual production rose to more than 20,000 units.Six new manufacturing were established during 1971-1980. In 1971 Escorts also started local manufacturing of Ford Tractors in collaboration with Ford, UK. During, 1990 annual production rose to 1, 40,000 units making India an exporter to countries, mainly to Africa. After De-licensing of tractor industry, production exceeded 2, 55,000 units in 1997.The growth of the industry over the last three decades resulted in the entry of several new entrants including all the major multinational companies. The industry now consists of 14 manufactures with an aggregate installed capacity of approximately 4.50 lack tractors. In the tractor industry, following are the key manufacturers: Mahindra& Mahindra Limited (M&M),Gujarat Tractors Limited,Tractors and Farm Equipment Limited,Hindustan Machine Tools Limited,Bajaj Tempo Limited In 1999-2000. Since then, however the industry declined to a level of 1.72 lack tractors in the year 2002-2003, a decline of 33.3% over three years.Despite the step decline in the industry, Escorts consciously decided to aggressively reduce channel inventory further by approximately 3,500 units reduces in the previous year. This has not only impacted their revenue and profit adversely but has also enabled the company to balance the cash flow of company effectively.Tractors form an integral part of farm mechanization and have a crucial role to play in increasing agriculture productivity. In India, 90% of the tractors are financed by banks- credit at concessional rates. Availability of credit therefore is the most crucial factor, impacting tractor demand. Increased use of irrigation facilities, shift towards multi-cropping, consolidation of lands holdings, promotion of cooperatives and higher investment in agriculture also contributes to higher tractor demand. Company profile:- ESCORTS SYMBOL

MISSIONFor an Enterprise business mission embodies of its endeavor, which acts as a guiding light for continuous development & growth.Mission of ESCORTS is:Engineering Changes through core competency for greater synergy reinforcing bonds with customers & establishing powerful symbiotic relationship with international allies, preparing global market. The company wants to make a lasting difference to its shareholders, its customers, its business associates, its employee and the country as a whole. The company also gives better quality and better technology to customer and treats every customer as special to build respect for, and loyalty to, Escorts.

QUALITY POLICYWe shall strive to continuously improve to meet the ever rising expectation of our customers at the lower cost.Each one of us must fulfill the need of our customer, both internal and external with the highest degree of commitment thereby creating a quality organization geared to ensure total customer satisfaction and the sustained health and prosperity of our business.Customer Orientation: To fulfill the requirement of our internal and external customer.Process Orientation: To optimize and harmonize interrelated process rather than individual function.Preventive Behavior: To prevent the mistake to happen.

Background and BusinessThe Escorts Group, with Escorts Limited as its flagship company, is among Indias leading corporations operating in the diverse field of agri machinery, construction & material handling equipment, automotive & railway ancillaries information technology and financial services. The group has 15 modern manufacturing facilities & an extensive marketing network spread across the country. The genesis of Escorts goes back to 1944 when two brothers, Mr. H.P. Nanda and Mr. Yuri Nanda, launched a small agency house, Escorts Agents Ltd., in Lahore. The companys principal activities were trading and representing leading overseas manufacturers for the sale of their products in India. One of its dealerships was for the Massey Ferguson brand of tractors.In December 1959, Escorts agents ltd. was converted into a public limited company and was renamed as Escorts Limited (EL). In January 1960, EL decided to set up manufacturing facilities for making tractors in India under the Escorts brand name in the 25-40 Horsepower categories. EL promoted Escorts Tractors Limited in 1969 as joint venture with Ford Motor Company of USA for the manufacturing of Ford series of tractors. The tractors manufactured were in the 45-50 HP range and ETL became the market leader in this segment with a share of above 50%. Consequent to FMCs disposal of tractors operations to Ford New Holland, USA, Ford new holland acquired the shares of FMC in ETL. Following an agreement in 1995 to end the joint venture association, EL acquired the entire stake of ford new holland in August 1995, making escorts tractors ltd. a subsidiary of Escorts Ltd. Over the years, Escorts has sured ahead and evolved into one of Indias largest conglomerates. Till 1993-94, all these activities were being carried out in various divisions of EL. EL undertook a major restructuring exercise between 94-98 spinning off the divisions into separate companies.The restructuring exercise-comprised consolidation of the agri-machinery business by merger of ETL with EL and having off various divisions into separate companies. Biwheeler division was spun off to Escorts Yamaha Motors Ltd., construction equipment division to Escorts construction equipment Ltd., telecommunication equipment division to Escorts communication Ltd., EL booked gains of Rs. 2091 million over the four year period 1994-95 to 1997-98 though the sale of these the sale of these divisions.The main products of Escorts group currently comprise of agri-machinery, information technology, health care, financial services, railway components, auto components, construction and material handling equipment.

BOARD OF DIRECTORS

Managing Director &Chairman Mr. Rajan NandaJoint Managing Directors Mr. Nikhil NandaDirectors Dr. M.G.K. Menon Dr. S.A. Dave Dr. P.S. Pritam Mr. S.C. BhargavaSr.Vice President-Law & Company Secretary Mr. G.B. MathurExec. Vice President &Group Chief Financial Officer Mr. R.K.Budhiraja

Overview of the Escorts Company.Profile of the Escorts Company.Profile of Jai Shree Tractors.DEALERS PROFILE:-Jai Shree Tractors:-Managing Director: Mr. Rajendra MishraDepartments : Sales Section, Service Section & Spare Parts Section Office staff: Sales Section : Mr. Ram Jha (Accountant). Mr. Neeraj Soni (Sales Manager)

Mr. Amit Shrivastav (Jr.&Computer Operator) Mr.Ashish Bhargav (Salesman) Mr.Chotu (Helper) Sales Man : Narendra, Neeraj, Jabhar, Rakesh, Yogesh Arjune, Ratan singh.Service Section:Mr.Ashish Gupta (Workshop Manager) Mr. Sanjay Goutam(Jr.Manager)Mechanics : Sakib Khan (Head mechanic) Chotu,Sameer,Zakir,Javed,Santosh Spares Section : Mr.Akhilesh Shrivastav (Cashier & SuperviStrength of the Showroom:1)Experienced salesmans with market knowledge.2)Well furnished office with different departments.3)Large spare section with different all type of Escorts spare parts.4)Quality service for customer satisfaction.5)Qualified employees and skilled technicians.6)They were authorized to sell class parts.7)Separate workshop with skilled workers with several equipment

Financial Institutions Providing Credit Facility in Purchasing Mahindra Tractors:State Bank of India(SBI)Mahindra Finance Ltd.State Bank of IndoreAxis BanksPanjab national bankKotek mahindraTata financeChola mandlamICICI bankOther BanksDealing Procedure of M/sJai Shree Tractors:Showroom Sales:Where customers approac sales manager/show roomSales-mans approach: 1)Where customers make direct contact/approach to village customers in field.2) Choose or select some particular area or villages where the potential is very high , after choosing area send kenopies and prospectus and explain the all features and information about the tractorThrough Marketing :1) Where dealer has to compute with competitors with different promotional activities like advertisement demonstration, Display, road show and test drive.3)Build up the touch point in different tahsile.4)Organizing the exchange fair, schemes, attractive offer. 5) Organizing the one month polite project in different tahsile and high volume areaTo increase the sales Managing Director (MD) has appointed separate sales force to meet the challenge of competition. This force has spread all over the area of Dabra, Datiya which make direct contact with the customer, which resulted the greater sales of Escorts tractors.SALES TRENDS PERIODQUANTITY(IN TRACTORS)

2009-2010 (3-MONTHS)26

2010-2012348

2012-2015700

TOTAL1074

Chapter-IIMarketing strategies of Escorts tractors1.Advertising strategies.

2.Sales promotion tools.

3.Sales trends.

Marketing strategy, Sales Promotion & Selling Process carried out by M/s Jai Shree Tractors:-Before going to promotion strategy the company must take decisions on the total promotion budget and choice of the promotional tools to be used one of the most difficult marketing decisions facing companies is to work out on how much to spend on promotion.

ADVERTISEMENT TOOLS:-1.Banners and Posters.2.Printing and calendars.3.Catalogue advertising.4.Window display.5.Pilot Project.6.Gift bags/ carry bags.7.Anniversary functions.8.Wall Paintings.9.Send Escorts chariots.

1.Good communication system and customer relations service.2.Gifts to loyal customers.3.Offering gift with the product (LIVE).4.Participation in marketing fair in Dabra.5.Free service coupon warranty.6.Fuel check up camp.

Selling Process:-The selling process is an important aspect of ever organization, sales operations carried by Escorts tractors. Telephonic Enquiry. Walk in customer. Sales experience. Showroom demonstration. Test drive. Vehicle delivery.Escorts Tractor Models:- Farm Equipment Sector produces the widest range of tractors and tractor implements to suit the varied needs of farmers world over. Different tractor models cover diversified market segments from 25 HP to 60 HP tractors. Mahindra is recognized as a powerful symbol of productivity and unparalleled performance. It is the market leader and at the help of the Indian Tractors Industry.Farmtrac Tractors Models:-Farmtrac-Champ

Farmtrac-45

Farmtrac-60

Farmtrac-60EPI

Farmtrac-6050

Farmtrac-6055

Farmtrac-6060E

Powertrac Tractors Models:-Powertrac-434

Powertrac-439

Powertrac-445

Powertrac-4455

Powertrac-Alt

Powertrac-Euro

s

Tractors logo:-

Chapter-IIICustomer attitude & Data analysisEvaluation of the Study:-A detailed analysis of the study is necessary and is to be considered in order to compare the actual theory with that practical the variants of which may form the basis for improvements. Keeping this point in view and to fulfill the Evaluation variants of which may form the basis for objectives of the studies an attempt has been made to segment the various respondents on the basis of some aspects collected from them through questionnaire. There are depicted through tables and graphs.The copy of questionnaire administered is enclosed and the sample size was 50 respondents are enclosed at the end of this project. All the calculations and numerical interpretations are for 100%.Data Analysis and Interpretation:Table-1 Awareness level in compression of others Brands

ParticularsMahindraTafeSwarajEicherEscortJohnDeereTotal

No. ofrespondents10680220450

Percentage%20121604408100

Interpretation:Source: - Field survey dataThe above table shows that among 50 respondents 20% of them are in the group of Mahindra, 12% of them are in group of Tafe, 16% are in the group of Swaraj, 04% of them are in the group of Eicher, 40% of them Escort and John Deer is 8%. Therefore we come to know that most of people are aware of Escorts tractors then seconds is Mahindra tractors.

Table-2 Profession of Respondents:ParticularsNo. of RespondentsPercentage

Agriculture2652%

Business0816%

Others1632%

Total50100%

Interpretation:Source:- Field survey dataThe field survey clearly in dictatres that the profession of the customer lies an important role on the purchase of tractors. The above table shows that out of 50 respondents, 52% are from as agriclulture, 16% are from business purpose and 32% respondents are from other purpose. As from table many respondent purchased this tractors for their related purpose.Table-3 Respondents Incomes

IncomesNo. of respondentsPercentage

Below 400000816%

41000-700000612%

71000-1000002754%

101000 and above0918%

Total50100%

Interpretation:Source: - Field survey dataThe study clearly states that the income is also an important parameter in purchasing the tractors. It was noticed that among 27 respondents 54% are in the income group of rupees 71000 to 100000, 12% are in below Rs. 41000-70000 and 16% are in below Rs. 40000-income groupTable-4 Classification of respondents according to tractors Influencing in buying the tractors

ParticularsNo. of respondentsPercentage

Company showroom3060%

Advertisement0408%

Colleagues0408%

Friends0612%

Self0408%

Relatives0204%

Total50100%

Interpretation:Source:-Field survey dataIt was found that among 50 respondents 60% of them were in group of company showroom, 8% of them each were in group of colleagues & advertisement, rest of them were friends, self and relatives. Most of the people are buying the tractors in the showroom.

Table-5 Mode of purchase

ParticularsNo. of respondentsPercentage

Cash1530%

Credit3570%

Total50100%

Interpretation:Source: Field survey dataIt was found that among 50 respondents 70% of them were in the group of credit. All most of all customers are buying the tractors on the basis. And 30% of them were in the group of cash.Table-6 Source of credit purchase

ParticularsNo. of respondentsPercentage

Mahindra finance1938%

Kotek Mahindra0918%

SBI0408%

ICICI0510%

Others1326%

Total50100%

Interpretation:Source: - Field survey dataIt is clear that among 50 respondents 38% of them are in the group of Mahindra finance, 18% of them are in the group of Kotek mahindra, 08% of them are group of SBI, 10% if them are in the group of ICICI and 26% of them are others.Table-7 Satisfaction with the financier

ParticularsNo. of respondentsPercentage

Fully satisfied2856%

Partially satisfied1326%

Dissatisfied0918%

Total50100%

Interpretation:Source: - Field survey dataThe above table explain that among 50 respondents 56% of them are in the group of fully satisfied, 26% of them are in the group of satisfied and 18% of them are in the group of dissatisfied. Highest percentage of consumer is satisfied with the financiers providing the company.

Table-8 Sources of Awareness

ParticularsNo. of respondentsPercentage

T.V.Adds0204%

Wall painting1836%

Magazines0306%

Others2754%

Total50100%

Interpretation:Source: Field survey dataThe field survey clearly shows that among 50 respondents, 54% of them are in the group of others, 36% of them are in group of wall painting, 06% of them are in the group of magazines, 04% of them are in the group of T.V.Adds.

Table-9 Vehicle Performance

ParticularsNo. of respondentsPercentage

Excellent2652%

Good0816%

Average1224%

Poor0408%

Total50100%

Interpretation:Source: Field survey dataIt was noticed that among 50 respondents, 52% of them are in the group of excellent and 16% of them are in the group of good, 24% of them are in the group of average, and 8% of them are in the group poor. Most of the consumers are satisfied with the vehicle performance.

Table-10 Purchase of present vehicle

ParticularsNo. of respondentsPercentage

Company showroom3876%

Friends0816%

Relatives0204%

Others0204%

Total50100%

Interpretation:Source: Field survey dataFrom the field survey it was explained that among 50 respondents 76% of them are in the group of showroom, 16% of them are in the group of friends and rest of the members are in the group of relatives and others. Most of the consumers are purchased the present vehicle in the showroom.

Table-11 The life of the tractors

ParticularsBelow1 yearSince 1yearSince 2yearAbove 2yearsTotal

No. ofrespondents1518071050

Percentage30361420100

Interpretation:Source: Field survey dataThe above table shows that 50 respondents, 36% of them are in the group of below 1 year, 20% of them are in the group of above 2 year and 14% of them are in the group of since 2 year. Most of the consumers are using the vehicle since 1 year.

Table-12 after sales and service

ParticularsNo. of respondentsPercentage

Excellent3060%

Good0816%

Average0612%

Poor0612%

Total50100%

Interpretation: Source: Field survey dataIt was noticed that 50 respondents, 60% of them are in the group of excellent, 16% are in the group of good, 12% of them are in the group of average and 12% of them in the group of poor. Most of the peoples are satisfied with the after sales and services.

Table-13 Suggest the vehicle to others

ParticularsNo. of respondentsPercentage

Yes3672%

No1428%

Total50100%

Interpretation:Source: Field survey data It can be seen that from the above table, among 50 respondents, 72%of them are in the group of YES and 28% of them are in the group of NO due to this we can tell the most of the consumers will suggest others to buy the Escorts tractors.

Table-14

Satisfaction of the consumers with the Mileage of Escorts Tractors

ParticularsNo. of respondentsPercentage

Very satisfied1632%

Satisfied3162%

Dissatisfied0306%

Total50100%

Interpretation:Source: - Field survey dataFrom the above table it is clear that most of the customers are satisfied with the fuel consumption.But still the company should struggle a lot to satisfy the customer very much in this regard.

Table-15 Response and behavior of the firm staff with respect of Sales and servicesParticularsNo. of respondentsPercentage

Informative1122%

Co-operative2142%

Communication1224%

Convincing0612%

Total50100%

Interpretation:Source: Field survey dataFrom the above table it is clear that they are co-operative 42% as followed by communications 24%, information 22%, and convincing as 12%.

Chapter-IVFindings, suggestion & conclusionFindings of the study:-The following the derived from the data evaluated and analyzed by survey:According to the survey it was found that Escorts tractors have a brand loyalty than other tractors, because of its advanced features.Among 50 respondents it was found that 52%, which is of 26 respondents, was aware of Escorts tractors and like to purchase Escorts vehicle only because of its good performance.Out of 50 respondents it was found that 62% which of 31 respondents purchase tractors for agricultural purpose, 14% respondents for business and 24% respondents for other purpose therefore we can say agriculture is the main reason for purchasing of tractors.According to survey, it was clear that the availability of spare parts was very easy.Out of 50 respondents it can be seen that 36% i.e. 18 respondents purchases tractors by wall painting, and 4% .among 54 % of the respondents were purchased from others. The 02 & 03 respondents by T.V. Adds and magazines.Out of respondents we find that 54%, which of 27 respondents are in a income group of Rs. 71000 to Rs. 100000 and 12%Which are respondents are in an income level of Rs. 41000 to Rs.71000.Out of 50 respondents it was found that 30 respondents are influenced by company showroom during purchase, company sales man and rest of others by advertising friends/ relatives, etc influence 20 respondents.Among 100% of respondents 52% of customers were satisfied with the vehicle performance.Among 50 respondents 35 are like to purchase vehicle through credit mode and 15 respondents by cash.Among 50 respondents, 17 are fully satisfied with the dealers services and 9 are satisfied and 9 respondents were not too much satisfied.Cost incurred in maintenance of Escorts tractors is reasonable and easily affordable.Compared to the other brand of tractors available in Indian market, study reveals. That Escorts tractors have a longer life.Escorts tractors are more economical in the matter of fuel consumption.Dealers marketing strategies and sales promotion is good.Suggestions:-During the survey the regular customers of Escorts tractors come out with organizing information and suggestions some of them are listed below:Escorts Company needs additional sales promotional activities like organizing exhibitions, fairs issuing catalogues and broaches, display and demonstration, contests etc.Company should give advertisement in magazines and news papers to make them aware and to attract customersDealer should attract customers by giving special reduction in prices at the time of festivalsDealer/sales manager requires conducting meetings conventions and conferences, and training their sales force by providing sales target, bonus and other incentives.Dealer should personally take care of customers share of in small number of customers are not satisfied by the response given by the service personnel at the time general check up.Increase in pulling power should be induced to ensure greater working efficiency.Sales service and after sales service should increase to the excellent level which will add to the companys brand image.ANNEXURE

BibliographyQuestionnaireBibliographyMarketing Management : Philip KotlerMarketing Management : Pillai and BhagvathiMagazine : Auto IndiaWebsite : www.escorts agri machinery .comQuestionnaireDear Sir / Madam,I would be thankful if you can spend a couple of minutes to fill this questionnaire the information is for academic purpose and will be kept confidential.

1. Name :2. Age :3. Educational :4. Address :5. Occupation : a) Farmer[ ] b) Other[ ]6. Annual Income : a) Below 4000 [ ] b) 41000-8000 [ ]s c) 81000-110000 [ ] d) 111000 and above[ ]

7. Is this your first tractor? a) Yes[ ]b) No[ ]

8. Which mode you want to buy: a) Cash [ ] b) Bank Loan [ ] c) Credit [ ] d) Finance [ ]

9What factor influenced you to buy this tractor?a) Friend [ ] b) Advertising[ ]c) Relatives [ ] d) Company goodwill [ ]e) Self [ ] f) Others[ ]

10. Motivating factor: a) Price[ ]b) Model [ ] c) Quality[ ]d) Good Service [ ] e) Brand [ ]

11. How did you come to know? a) Pomplents [ ]b) TV Adds[ ] c) Wall Painting [ ]d) Magazines[ ]

12. Purpose of purchasing tractor: a) Agriculture[ ]b) Business[ ] c) Other purposes[ ]13. If you purchase on credit basis, then which of these below Financial institutions a) M&M [ ] b) ICICI[ ] c) SBI [ ] d) Axis[ ] e)Kotek Mahindra [ ] f) others[ ]

14. Ownership: a) Single[ ] b) Duel[ ]

15. Have you come across any problem in this tractor? a) Yes [ ] b) No [ ]

16) Are you satisfied with your financier? a) Yes [ ] b) No [ ]

17. Are you satisfied with the after sales and services? a) Excellent [ ] b) Good [ ] c) Average[ ] d) Poor[ ]

18. Are you aware of different tractor brands? a) M&M [ ]b) Tafe[ ] c) Swaraj[ ]d) Eicher [ ]

19. Sources of awareness: a) News Papers[ ]b) Magazines[ ] c) TV Adds[ ] d) Others[ ]

20. Vehicle performance: a) Excellent [ ] b) Good [ ] c) Average [ ] d) Poor [ ]

21. About pricing: a) Very high [ ] b) High [ ] c) Reasonable [ ] d) Less [ ]

22. Since how many years you are using this tractor? a) Below 1 year [ ]b) Since 1 year [ ] c) Since 2 year [ ]d) Above 2 year [ ]

23. Would you like recommending this tractor to others? a) Yes [ ] b) No [ ]

24. Are you satisfied with the mileage of Escorts tractors? a) Very satisfied[ ]b) Satisfied[ ] c) Dissatisfied[ ]

25. Response and Behaviors of firms staff: a) Information [ ] b) Co-operative [ ] c) Communicative [ ]d) Convincing[ ]

26. Have satisfied this tractor? a) Yes [ ] b) No [ ]

Suggestions:-----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

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