Amity Business School

Mahindra & Mahindra Tractors

Submitted to:Mr. Ashok Sharma

Submitted By:Lohit Sharma B-20 Praneet Ranjan B-23 Raman Sapra B-42 Vivek Parwani B-47

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Mahindra Tractors As Company

A US $12.5 billion multinational group based in Mumbai. Employee base more than 119900. Has a presence in over 100 countries. For over two decades, Mahindra Tractors is the undisputed leader of the Indian tractor market. A division of over US $ 5 billion conglomerate. Mahindra Tractors is among the top three players in the global market. Has over 450 dealerships across the country. Market share 40%

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Products Offered
Mahindra sells a range of tractors which include Bhoomiputra ( range of 25-45 HP) Rs. 2 lacs Shaan ( 25 HP) Rs. 2.2 lacs Sarpanch (30-40 HP) Rs. 2.78 - 3.9 lacs Arjun Ultra (40-50 HP ) Rs 3.5 - 5 lacs Yuvraj (15 HP ) Rs 1.81 lacs

* HP =Horse Power

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Mahindra plans Ultra low Cost Tractor for Rural India

Mahindra has provided a low-cost farming solutions to farmers. The proposed model Yuvraj is small but will do the primary function of tilling land. The tractor that would cost around Rs 1.85 lakh and meet all the basic standards. Targets small holding farmers who still use bullock carts to till the land.

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Competitors
Sonalika tractrors HMT Eicher Escort Ltd. Force Motors John Deere New Holland TAFE

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Mahindra Offers Laptops to Tractor Buyers

With the changing demographics of the Indian population, such initiatives are essential to ensure that India builds a technologically progressive youth place. My Computer, My Mahindra, My World, they endeavor to spread knowledge and awareness in the rural pockets of the country. This initiative addresses the desire of a better life with more choices and more information with convenience among the rural population.

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Mahindra Tractors Music Se Mileage Tak.

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Mahindra Tractors Music Se Mileage Tak

It is an on ground initiative to reach out to progressive farmers.

Big Live of Reliance is conducting the on ground activities

for Mahindra. Big Live has created a mobile studio mounted on a trolley, which is pulled by a Mahindra tractor. The agency is hosting interactive events on this trolley. Include taking the tractor to high footfall areas, gathering the farmers to get a first-hand experience of the product and interact with them about their culture, food, technological advancements and much more. Alongside these interactions, the villagers can also request for a song on the radio channel Big FM.

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Rural Initiatives
Mahindra Samriddhi Aims to increase the agricultural productivity through creative farming techniques.

30 Mahindra dealerships have been transformed into Samriddhi Centers. Offering the farmer easy access to technological know-how, hybrid seeds, soil and water testing facilities, demo farms, finance and insurance, internet updates and sales and servicing of tractors and tractor implements.

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Mahindra Kisan Mitra

A Mahindra Initiative : Farmers can check daily mandi prices, read weather updates, latest crop advisories, and agricultural related news. Also provides information under various other sections such as crop information, loans, insurance, mandi database, cold storages/warehouses and agricultural events.

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Mahindra Tractors Super Turbo Campaign

The Toofan Carnival promotional campaign was designed to launch the 595DI Super Turbo Indias first Turbo Tractor and brought to vivid life the brand promise of Ho Jaao

Toofan Pe Savar.
Campaign was conducted across 1000 villages in 100 districts and contacted over 3 lakh farmers.

Build excitement around the brand launch, depict power and provide an innovative touch and try experience for the rural consumer.

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Local Resources of Advertising

Hoardings are placed near main roads, chowks or entrance of the shops etc. Shutter painting Shutters of the dealers and retailers are painted with the companys name and featuring the product. So that the product is focused to each one passing by. Wall Painting Wall paintings are also made in main areas of villages or the territory. This strengthens the presence of brand in the village.

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Segmentation Criterion
Agriculture Income Income level Soil fertility Population Climate Infrastructure

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A complete range of tractors from 15-75 HP. There is a tremendous increase in demand of tractors in India. Less than 10 percent of all farmers own tractors. 93 million of 116 million farm plots are smaller than five acres. Small, low-cost tractors have the potential to revolutionize these farmers productivity and work experience by mechanizing small farms for the first time. The Government has been trying to strengthen the exports of agricultural products. As a result, the quality of the product has to be high. For this, they need better rural and agricultural infrastructure. This might result in the increase in the demand of tractors.

Opportunities

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Challenges
Entry of foreign players Foreign players like John Deer and New Holland who have entered the market have technological superiority which poses a threat to the current players.
Farm land fragmentation Agricultural land in India is highly fragmented and are of small sizes. The farmer do not hold sizeable chunk of land to use agricultural machinery like tractor in their land. So to convince them is very difficult.

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Distribution Network
Manufacturer

Dealers

Sub Dealers Customer

Customer

Mahindra Tractors - Desh ke laal hain hum.flv

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