Conquest Study-Mahindra & Mahindra

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A Project Report on
Conquest Analysis of M & M For Nagpur District
At
Mahindra & Mahindra Ltd, Farms Equipment Division, Nagpur
Submitted to University of Pune

In the partial fulfillment of the degree of
Master in Business Administration
Submitted by
Vikrant R Adhav
MBA (Marketing)
(2005-2006)
Under the guidance of

Prof. Abhay Kardeguddi
Vishwakarma Institute of Management, Pune

2005-2006
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TO WHOMSOEVER IT MAY CONCERN
This is to certify that Mr. Vikrant R Adhav is bonafide student of Vishwakarma
Institute Of Management, Pune. He has successfully carried out his Summer
Project titled,
Conquest analysis Of M & M For Nagpur District in M & M, Farms
Equipment Division, Nagpur.
This is the original study of Mr. Vikrant R Adhav, and important sources used by
him have been acknowledged in his report. The report is submitted in the partial
fulfillment of two-year full time course of Master in Business Administration
(2004-2006) as per the rules of the Pune University. He has worked under our
guidance & direction.
Dr Sharad Joshi Prof.Abhay Kardeguddi

(Director, VIM) (Project Guide)
ACKNOWLEDGEMENT
I, Adhav Vikrant Ramkrishna feel highly enraptured while

expressing my deepest sense of gratitude & indebtedness towards
Mr. A.K Vij, Mr Kiran Shardul (Marketing Dept) for the supervision
& guidance to the project with keen interest & enthusiasm .
I am very thankful to Mrs.Lalita Nene, Mr.S Chatterji for
giving me an opportunity of In plant Training in their esteemed
organization
I am also thankful to Mr.Abhay Kardeguddi (Project Guide)
for guiding me throughout the project.
I am also thankful of Dr.sharad Joshi for his valuable guidance.
Lastly, I am thankful to all those who directly or indirectly
rendered help in completion of this project.
My best wishes are with them & The Company.
Yours Thankfully,
Vikrant Ramkrishna Adhav

M.B.A II (MARKETING)
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
Objective Of The Project
The main objective of the project is To carry out Conquest analysis i.e.
Victory Analysis of M & M Tractors in Nagpur 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.
Mahindra & Mahindra

Company Profile
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 in India. 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 3500
tractors , 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:
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
significant progress 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,South Africa &
neighboring Countries Nepal, Srilanka, 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 :
Mahindra & Mahindra has also received ISO:9001(Kandivali Plant), & ISO
9002 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 THE YEAR 2005.M&M has won DEMING
ALLPICATION PRIZE in 2003 given by JUSE,JAPAN. It is the only tractor
company in world to get this prize for quality Management.
Our Present Product Range
Up to 30 HP 30-40 HP More than 40-HP
Yuvraj Arjun 445 DI 575 DI Sarpnch
265 DI Sarpanch 275 DI Sarpanch 575 DI Bhoomiputra
265 DI Bhoomiputra 275 DI Bhoomiputra 585 DI Sarpanch
475 DI Sarpanch Arjun 605 DI
475 DI Bhoomiputra Arjun 555 DI
Marketing Bulletin
Regarding Tractor Sales
May 2005 May 2004

Make Sales Market Sales Market
share Share
I
(%) (%) I
MAHINDRA 6081 31.9 4391 25.3

TAFE 2835 14.9 2589 14.9
SWARAJ 2569 13.5 2441 14.1
SONALIKA 1843 9.7 1503 8.7
ESCORTS 1527 8.0 2662 15.3
EICHER 1361 7.1 1305 , 7.5
HMT 620 3.3 690 4.0
OTHERS 2226 11.6 1771 10.2
INDUSTRY 19062 100 17352 100
TOTAL
Source: TMA
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 - maintainance cost.
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

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 higher load

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
& tractor 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.

Project Introduction
The project was carried out in Nagpur District. The areas to be

covered were those areas where tractor population is good.
The areas covered in this project are Mouda, parsheoni, Nagpur, Hingna,
Kamthi, Ramtek .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 Nagpur Region.
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 this
Suggestions are given to the Company.
Research Methodology
Research Instrument: Structured Questionnaire
Sampling Plan:
1. Sample method: convenience sampling

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

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, pamplets & annual reports of M & M Co have been
studied to gather the necessary information.
Total Samples Of Tractor Owners Taken In Nagpur District

90 nos.
Company wise Distribution
1) Mahindra & Mahindra 60 no
2) Punjab Tractors Ltd 30 no

(Swaraj Tractors)
Areas Covered In Project
Mouda, Ramtek, Parsheoni, Kamthi, Hingna, Nagpur
Area wise sample Distribution
No Area M&M Swaraj Total

1 Mouda 12 18 30
2 Ramtek 11 02 13
3 Kamthi 18 05 23
4 Parsheoni 10 03 13
5 Nagpur 06 02 08
6 Hingna 03 00 03
Total 90 30
Model & Year wise distribution of M & M owners
Jan- Jan- Jan Jan Jan

Nos
Model Dec. Dec Dec Dec Dec
.
2001 2002 2003 2004 2005
475 DI Sarpanch 16 1 1 5 8 1
475 DI
Bhumiputra 2 0 0 0 0 2
575 DI Sarpanch 20 2 3 3 8 4
595 DI
Superturbo 8 0 0 0 6 2
275 DI Sarpanch 5 1 1 0 0 3
275 DI
Bhumiputra 2 1 0 1 0 0
Arjun 605 DI 5 0 0 2 1 2
Arjun 555 DI 2 0 1 0 1 0
Total 60
Model & Year wise distribution of Swaraj owners
Jan- Dec. Jan- Dec Jan Dec Jan Dec Jan Dec
Model Nos 2001 2002 2003 2004 2005
Swaraj 735 FE 6 2 1 1 2 0
Swaraj 744 FE 16 0 2 3 1 0
Swraj 855 7 1 2 1 2 1
Swaraj 855
Delux 1 0 0 0 0 1
Total 30
Q. 3 a) For M & M Owners
M&M
M & M Repeat as 1st Other tractors as 1st

Total Choice
buyer choice
60 20 29 11
Total M & M FNH L&T MF Escorts Sonalika

Swaraj
60 49 4 2 2 1 1 1
Most Considered Model
No Model Nos Percentage
1 575 DI Sarpanch 47 78.33
2 475 DI Sarpanch 45 75
3 275 DI Sarpanch 19 31.66
4 595 DI Super Turbo 14 23.33
5 605 DI Arjun 11 18.33
6 265 DI Sarpanch 8 13.33
For Swaraj owners

Total No of Swaraj as 1 M & M as Sonalika as1st
owners st choice 1st choice choice
30 15 14 1
Most Considered Model

1 Swaraj 735 FE 19 63.33
2 Swaraj 744 FE 28 93.33
3 Swaraj 855 28 93.33
4 Swaraj 724 FE 5 16.66
575 DI
5
Sarpanch 12 40
475 DI
6
Sarpanch 14 46.66
Q. 3) C) Awareness of M & M owners about M & M
and other tractors
1 Eitcher Co. 39 65
2 Messey Fergusson Co. 36 60
3 Swaraj 744 FE 30 50
4 Swaraj 855 30 50
5 Escorts 37 61.66
6 575 DI Sarpanch 34 56.66
7 475 DI Sarpanch 33 55
8 M & M Co. 26 43.33
9 Sonalika Co. 28 46.66
10 275 DI Sarpanch 25 41.66
11 Swaraj Co. 30 50
12 Ford New Holland 29 48.33
13 L & T John deere 26 43.33
14 Swaraj 735 FE 21 35
Awareness of Swaraj owners about M & M and other tractors
1 Messey Fergusson Co. 25 83.33
2 Escorts Co. 22 73.33
3 Swaraj 744 FE 22 73.33
4 Swaraj 855 22 73.33
5 Swaraj 735 FE 21 70
6 575 DI Sarpanch 20 66.66
7 475 DI Sarpanch 20 66.66
8 275 DI Sarpanch 17 56.66
9 Eicher Co. 17 56.66
10 Sonalika Co. 16 53.33
11 Ford New Holland Co. 14 46.66
12 L & T Co. 14 46.66

Q. 4) Information Source / Information Sources
For M & M
No Source Nos Percentage
1 Friends/Relative 50 83.33
2 Other tractor owners 56 93.33
3 Mechanic 39 65
Previous experience of
4
tractor 19 31.66
5 Tractor Dealers 19 31.66
6 Family Members 16 26.66
7 Sales Person 1 1.66
For Swaraj Owners
No Source Nos Percentage (%)

1 Other tractor owners 30 100.00
2 Friends/Relative 27 90.00
3 Mechanic 21 70.00
4 Tractor Dealers 15 50.00
5 Family Members 06 20.00

Q 5) Main Influences
For M & M For Swaraj

No Influences 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 Owners 17 28.33 15 50
5 Tractor Dealers 3 5 0
6 Mechanic 0 0
7 Television 0 0
8 Own decision 25 41.66 10 3.33
Total 60 30
Q. 6) Factors affecting buying decision :

For M & M For Swaraj
No Factors Nos Percentage Nos Percentage
Reasonable smaint/
1
Running cost 51 85 27 90
2 Fuel efficiency 40 66.66
Cheap & easy avail of
3
spares 31 51.66 6 20
4 Engine power 28 46.66 20 66.66
5 Easy avail of service 24 40
6 Application suitability 18 30 12 40
7 Fase of driving 11 18.33
8 Tractor styling 6 10
9 Resale value 7 11.66

10 Good financing option 7 23.33
Q.7 ) Liked Parameters to M & M owners
No Factors Nos Percentage

1 Tractor quality 43 71.66
2 Power 31 51.66
3 Fuel Efficiency 39 65
4 Driving Comfort 27 45
5 Styling of Model 25 41.66
6 Status 15 25
7 Spares availability 4 6.66
Disliked Parameters to M & M owners
Pre Post
No Factors Nos Percentage
Warranty Warranty
Experience at
1
dealership 14 46.66 7 7
2 Price 5 16.66
3 Wear of rear tyres 5 16.66 4 1
4 Size of fuel tank 4 13.33
5 Hydraulic Problem 4 13.33 3 1
6 Oil Leakage 3 10 3
Sales Persons
7
Behaviour 3 10 1 2
Note : 30 owners have no dislike at all.

Q. 8) Main (Only) cause for not buying M & M
Percent Previously
No Cause Nos. owned
age M&M
1 Relevant Financing not available 6 20 2
2 Friends advice 5 16.66 1
3 More maintenance of small type 4 13.33 1
4 Less speed in work 3 10 1
5 Plough work not good 2 6.66
Others (Dealers advice ,want to
try new tractor , dealers late
6 10 33.33 2
approach, not good in mud ,Too
costly
Other important reasons.
No Cause 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
Q.9 ) a) About Discount
No. of customers getting In Last 2 Before Last

Company
Discount yrs. 2 yrs.
M&M 10 9 1
Swaraj 3 2 1
Total 13 11 2
Q. 9) C) About Implements
Without With
Company Implements
Percentage
implements
Percentage
M&M 57 95 3 5
Swaraj 26 86.66 4 13.33
Total 83
Q. 9) e) Managing Finance For Tractor
No Sources of Funds Nos M&M Swaraj
Complete Cash Down

1
Payment 17 13 4
Partly from loans & Partly
2
from savings 66 42 24
3 By selling old tractor 7 5 2
For M & M owners
Sources of Within Before Percent

No Nos last 2 Percentage last 2
Funds yrs yrs age
Complete Cash Down

1
Payment 13 9 69 4 31
Partly from loans &

2
Partly from savings 42 33 78 9 22
3 By selling old tractor 5 3 60 2 40
For Swaraj owners
N Sources of Funds Nos

Within
Percentage
Before
Percentage
o last 2 yrs last 2 yrs
Complete Cash
1
Down Payment 4 1 25 3 75
Partly from loans &

2
Partly from savings 24 18 75 6 25
By selling old
3
tractor 2 2 100 0 0
Q. 11) Source of Loans
No Source of Funds M&M Swaraj
1 Loan & Savings 42 24
No Company Nationalised Cooperative Pvt. Pvt. Total

Bank Bank Finance Bank
Companies
1 M&M 31 3 8 0 42
2 Swaraj 18 3 2 1 24
M&M
Pvt.
owners Nationalised Cooperative
No Finance Pvt Bank
(Within Bank Bank
companies
warranty)
1 33 22 3 8 0
(MMFSL-7)
Q. 12) Selling Old Tractor
Within 2
No.
M&M yrs Before 2 yrs
5
1 (M & M to M &M = 4
MF to M & M = 1) 3 2
Swaraj
1 2 2 0
MF to Swaraj 1, Ford to
Swaraj =1
Q.13) 2nd Choice of M & M owners
No Company Name Nos Reason

Good Power, Working speed
1 , Low maint, success in area,
Swaraj 31 good in farm & mud
Previous experience, good

2 Messey fule efficiency, good quality,
Fergusson 10 less maintenance
3 L & T John Deere 6 Good power, Less maint.
Good quallity, less maint,

4
Sonalika 3 brand name
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 Nos Reason
Less maint, Fuel

1 efficiency, Brand name,
M&M 28 Spare availability
2 Sonalika 1 Low maintenance
3 L&T 1 Wish to try new tractor
Previously owned M M & M to

No M & M to Swaraj
&M M&M
1 27 20 7
Previously owned Swaraj

No Swaraj to Swaraj
Swaraj to M & M
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
Q. 16 : 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
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
Q. 17 : Non Agricultural activities of Tractor Owners
No Activities Nos M&M Swaraj
1 None 36 26 10
2 Transporting Goods 45 27 18
Transporting
3
passengers 0 0 0
4 Construction 1 1 0
5 (2 & 4) 8 6 2
Total 90 60 30
Q. 18) Habits Of Tractor Owners
No Items M&M Swaraj

1 Watch TV (DD1) 50 28
Watch cable 10 2
2 Listen to Radio 18 7
Not listen to Radio 42 23
Reads magazine (India

today, Krishi vigyan,
3 4 1
Saptahik sakal,
Nyanganga
Q. 22) 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
12 1,50,000 1 0
Total 60 30
Conclusions
The main reasons for M & M s Victory are Parameters like Reasonable
maintenance ,Fuel efficiency, Cheap & Easy Availability of Spares &
Service, Engine Power, 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,Messey
Fergusson,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 Tractor
owners.
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 model
The 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.
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,
Suggestions to Company
Dealer Coverage should be increased i.e No of Salesmans, 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 exchange Mela 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 Newspaper
Tractor rallies should be held in Hingna & 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, sales

person s behaviour should be removed
Trained mechanics should be appointed both at workshop & for field visits
for attending complaints
Bibliography
1. www.mahindraworld.com (M & M Company s Web Site)
2. Philip Kotler, Marketing Management (Pearson Education Publication,
11th Edition, 2001)
3. C.R.Kothari, Research Methodology Methods & Techniques (Wishwa Prakashan,
2nd Edition, 1999)
4. M &m Company s Pamphlets,Brouchers,Magazines,Reports.

Annexure
The following important annexure relevant to this study is enclosed
herewith
Slide 1 Most Considered Models By M & M Owners

80
70
60
Percentage
50
40
30
20
10
0
605 DI Arjun
Arjun 5550DI
DISarpanch
Sarpanch
Sarpanch
Sarpanch
595 Super
Swj 855
575 DI
275 DI
265 DI
Turbo
475
Models
Slide 2 Most Considered Models By Swaraj Owners
100
90
80
70
Percentage
60
50
40
30
20
10
0
SWJ 744
Swj 735 FE
Swj 724 FE
Sarpanch
Sarpanch
Sarpanch
Swj 855
575 DI
475 Di
275DI
FE
Models
Slide 5
Slide 4
Slide 3
Percentage
Percentage
Numbers
100
10
20
30
40
50
60
70
80
90
0
10
20
30
40
50
60
0
Reasonable maint/
10
20
30
40
50
60
Running cost
Family members
Friends/Relative
Fuel efficiency
other relatives
Cheap & easy avail of
spares
Friends
Engine power
Mechanic
Easy avail of service Other Tractor Owners
Influe ncers
Factors
Application suitability
Tractor Dealers
Sources
Fase of driving Tractor Dealers

Mechanic
Tractor styling
Television
M ain Influe nce rs For M & M An Swaraj Owners
INFORMATION SOURCES USED BY M & M ,SWARAJ OWNERS
Resale value
PARAMETERS AFFECTING BUYING DECISION

M&M
Sw araj
M&M
Sales Person
Sw araj
Own decision
M&M
Good financing option

Sw araj
Slide 6 LIKED PARAMETERS OF M & M OWNERS
6.66 Tractor quality

25
71.66 Pow er
Fuel Ef f iciency
41.66 Driving Comf ort

Styling of Model
Status
Spares availability
45 51.66
65
Slide 7 Disliked Parameters Of M & M Owners

50
45
40
35
Percentage
30
25
20
15
10
5
0
Hydr Problem
Fuel Tank
Salesman's
Exper At
Wear Of Rear
Oil Leakage
Price
Behaviour
Dealer
Size
Tyres
Parameters
Slide 8 Main Reasons For Not Buying M & M

35
30
25
Percentage
20
15
10
0
More Maint
Financing
Plughing
Less Speed
Others
Friends
Advice
Bad
Not
Reasons
Slide 9
Customers Getting Discount
Percent
18.00%
16.66%
16.00%
14.00%
12.00%
Prcentage
10.00% 10.00%
8.00%
6.00%
4.00%
2.00%
0.00%
M & M Owners Swaraj Owners
Make Of Tractor
Slide 10 Customers Buying Tractor Without Implements
96
Percent
94
92
Percentage
90
88
86
84
82
M&M Swaraj
Make Of tractor
Slide 11
Sources Of Finance
M&M
Swaraj
90
80
70
60
Percentage
50
40
30
20
10
0
Complete Cash Loan & Cash By Selling Old
tractor
Sources
Slide 12 Choices Of M & M Owner

1 st Choice
90 2 nd choice
80
70
60
Percent
50
40
30
20
10
0 M& M
Sonalika
HMT
MF
FNH
No other tractor
Eicher
L&T
Escorts
Swaraj
Slide 13 Choices Of Swaraj Owner

1st choice(%)
100
2nd choice(%)
90
80
70
60
Percent
50
40
30
20
10
0
M&M Swaraj Sonalika L&T No Other
Tractor
Slide 14
Non-agricultural Use Of Tractor
60 M&M
Swaraj
50
40
Percentage
30
20
10
0
Construction
Construction
Transport &
Transport
Passengers
None
Transport
Goods
Goods
Uses
Slide 15 Habits Of Tractor Owners M&M

Swaraj
100
90
80
70
Percentage
60
50
40
30
20
10
0
Wtach DD
Watch Cable
Magazine
Newspaper
Listens
Radio
Reads
Reads
Habits

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Conquest Analysis of M & M For Nagpur District

Mahindra & Mahindra Ltd, Farms Equipment Division, Nagpur

Submitted to University of Pune

Under the guidance of

Vishwakarma Institute of Management, Pune

TO WHOMSOEVER IT MAY CONCERN

This is to certify that Mr. Vikrant R Adhav is bonafide student of Vishwakarma

Institute Of Management, Pune. He has successfully carried out his Summer

Conquest analysis Of M & M For Nagpur District in M & M, Farms

Equipment Division, Nagpur.

fulfillment of two-year full time course of Master in Business Administration

guidance & direction.

Dr Sharad Joshi Prof.Abhay Kardeguddi

I, Adhav Vikrant Ramkrishna feel highly enraptured while

My best wishes are with them & The Company.

Vikrant Ramkrishna Adhav

1. Objective Of The Project

3. Executive Summary Of The Project

5. Analysis & Interpretation Of Data

Objective Of The Project

The other Objective of the project are as follows

To know about the preferences of M & M owners & Swaraj owners

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

To know the Information Sources Preferred by M & M & Swaraj

To Know the persons who influences the final buying decision of

To know the Sources of Finance used by Tractor owners

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

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

Mahindra & Mahindra

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

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

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

Our Present Product Range

Up to 30 HP 30-40 HP More than 40-HP

Yuvraj Arjun 445 DI 575 DI Sarpnch

265 DI Sarpanch 275 DI Sarpanch 575 DI Bhoomiputra

265 DI Bhoomiputra 275 DI Bhoomiputra 585 DI Sarpanch

475 DI Sarpanch Arjun 605 DI

475 DI Bhoomiputra Arjun 555 DI

Regarding Tractor Sales

May 2005 May 2004

MAHINDRA 6081 31.9 4391 25.3

Special Features of Mahindra Tractor :

Since Mahindra Tractors have been manufactured by using advance technology

These Special features of Mahindra Tractors are as given below:

Special features of Arjun model of Mahindra Tractor:

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

2) Due to Hy- TECH-HYDRAULICS - attachment, Tractor is having higher load

4) Due to Power Steering tractor is easy for driving

6) Battery is having less maintenance.

7) Less consumption of Diesel & oil.

8) Powerful Halogen lamps become more useful in night.

The project was carried out in Nagpur District. The areas to be

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

In Consideration & Awareness the Other tractors considered by respondent at

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

Research Instrument: Structured Questionnaire

1. Sample method: convenience sampling

Methods for collecting Primary Data:

a) Interview Method of Data Collection

b) Observation Method of Data Collection

c) Questionnaire Method of Data Collection

Conquest Study-Mahindra & Mahindra

Conquest Study-Mahindra & Mahindra