AProject Report

On

“ “SONALIKA INTERNATIONAL TRACTORS LIMITED ” ”

IN THE PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE

AWARD OF DEGREE OFMASTER OF BUSINESS ADMINISTRATION (MBA)

SUBMITTED TO: SUBMITTED BY:

Mr. Surinder Kumar Baldev SinghMBA 1st Semester

Lally Infosys, Regional CenterPunjab Technical University Jalandhar

ACKNOWLEDGEMENT

Management study is incomplete without practical experience. Being an

MBA student, we know that creativity and practical both are essential

element of management to take the successful decision. We take this

opportunity to give our sincere thanks to all those people who extended

their wholehearted co-operation and have helped us in completing this

report successfully.

We also take this opportunity to pay our deep gratitude to SURINDER

KUMAR (CLASS INCHARGE) for her theoretical rigor, constructive

criticism as well as supervision and encouragement throughout which

proved invaluable during our report work.

BALDEV SINGH

PREFACE

In today’s world education plays an important role. Now the education system has

been entirely changed from the past. Higher education has expanded fast, and it is mostly

public in nature. India has the potential to become the largest reservoir in the world.

Compared to the situation that the country inherited from the colonial rulers about half a

century ago, these numbers mark a phenomenal expansion of the system.

The report on quality parameters in higher education in India shows how the

higher education system in India grows. The higher education system in India has

constantly striven to build universities as places of culture and of learning open to all and,

above all, reinforcing the theme of learning throughout life.

INTRODUCTION

About the Company

Government Policy

Advertisement and Sale Policy

Promotion policy

ABOUT PROJECT

Marketing Strategy

Marketing Concept

Sales Organization

REVIEW OF LITERATURE

OBJECTIVES OF THE STUDY

METHOD & PROCEDURE

Research

Sample

Tool

Administration of the tool

ANALYSIS & INTERPRETATION OF DATA

CONCLUSION & SUGGESTIONS

QUESTIONNAIRE

BIBLIOGRAPHY

INTRODUCTION

Agriculture is the backbone of the Indian economy. This sector forms

the largest segment at national level for self employment and also provides

lively hood for countless migrant labourers and remain a vital factor of the

nation. Self sufficient program being relentlessly persuade by each five

year plan.

The agricultural sector having progressed from the ox plough stage is now

greatly dependent on modern technological equipments+ supporting

implements to enable boosting of productions wile saving on time ,

manpower and also cultivation. By large tractors for achieving better, faster

and economical industry today .Every organization, to maximize its profits

adopts a well planned marketing strategy which is analyzed every year.

Group Turnover and Projection

2002-03 2003-04 2004-05 2005-06 2006-07 2007-08

Tractor (Nos.) 396 2770 6211 8773 13496 17002

Agriculture

Machinery

(Nos.)

5000 7500 1200 18000 24000 32000

The sales of the Indofarm tractor went on increasing as it is shown in the

graph. The sales in the year 2003-04 was 2770 it increased to 6211 in

year2004-05 and then in 2005-2006 –recorded sales were 8773 .In the

year 2006-07 the sale increased to 13496 much showing the name and the

better quality ,customer satisfaction . The increased technology of

Indofarm Tractors proved to be the most like tractor for every farmer .the

recorded sales in year 2007-08 was 17002.

ORGANIZATIONAL STRUCTURE

CHAIRMAN

MD

J.M.D Marketing

Production R&D Quality Gear Division Engine DGMDivision Division

Sr. Manager DGM AGM DGM Sr.Manager DGM (R.M)

Manager Sr. Manager Manager AGM Sr.Manager Asst. Manager

Asst. Manager Manager Asst. Manager Deputy Asst. ManagerManager

Deputy TerritoryManager Manager

Asst. Manager Sales &Service

Purchase`

Tractor Consumer Production

R&D

Quality

Gear division

Engine Division

Marketing

Purchase

INDOFARM AWARDED

ISO 9001 AND ISO 12001

IN RECOGNITION OF QUALITY AND STANDARDS

International Tractors Ltd. with Indofarm brand tractors has been certified

as ISO 9001 issued by International Standards Organization. This

certification can be earned those organizations only who can establish and

demonstrate strict compliance of quality systems prescribed under ISO

9001as highest level of certification under which the organizations possess

capabilities in the area of design and, development and in manufacturing

and marketing functions. It is indeed a great honour for the International

Tractors Ltd. to have achieved this 4TH such company in India, which has

received this certification.

The scope of registration covers design, development production and

installation. The registration is a quality mark. Indofarm has also been

certified as ISO 12001 which is another golden feather in Company’s Can

and another stamp of quality.

ISO-CERTIFICATES

ITL has got ISO-9001 quality system certified by ICL

(International Certification Limited).

LICENSING

The liberalization process started in 1991 has brought relief to the tractor

industry, by providing free hand in setting up of additional capacities to the

existing players and allowing new players to set up plants. This has

resulted in entry of few new players who were given to commence their

operations by mid 2008 with their manufacturing base in India.

The tractor implements sector, which is very important for effective usage

of tractors, was reserved for Small Scale Industries (SSI). The sector was

deserved from SSI list in 1998-99 budget so that the implements can be

produced with better design and technology that can help in farm

mechanization. This will help in enhancement of agricultural productivity in

the country.

PRIORITY SECTOR LENDING

Bank lending for acquiring tractors is part of the priority sector lending. Any

change in limits for priority sector lending from the current minimum

requirement of 40% and 32% of the net bank credit for domestic and

foreign banks respectively will effect the demand for tractors as nearly 95%

of the tractor sales is through credit taken from banks.

The loans given, for tractors by banks is refinanced by NABARD under the

head "farm mechanization". This includes power tillers, harvesters,

engines, pumps etc. besides tractors. But, tractor credit constitutes a major

components of the total refinance provided for farm mechanization. The

refinancing policy of NABARD is' laid down on a you basis and the credit

support to tractors is based on the total availability of resources and

agricultural priority in a particular year.

SUPPLIERS

The industry is controlled by six major players. The major players are

Indofarm Tractors,M&F TAFE, Punjab Tractors, Escorts and HMT. The

supply of tractors was in tune with demand leading to a capacity utilization

of above 95% in the second half of eighties and early nineties.

The capacity of tractors industry has increased from 150,300 tractors in

FY92 to 337,000 tractors. The increase in capacity in nineties was brought

about by expansion projects of M&M, PTL and TAFE, which together

accounted for 73% of the expanded capacity of 183, 700 tractors.

In the past few years, the tractor market has moved from sellers market to

a buyers market as competition, from both existing and new manufactures

intensified and fresh capacity was created. This has created a scenario

where dealers have been maintaining higher inventories so as to provide

wider choice and immediate delivery to the farmer.

Tractor prices in India are about a quarter of the similar powered tractors,

in international markets. In the 1990s, the retail prices of the tractors have

Increased at a pace lower than procurement price of major crops like

wheat paddy. For the corresponding period, farmers are also benefited

from improvement in yield per hectare.

The industry entry barriers like high capital cost, extensive rural distribution

network, suitable tractor technology to meet local conditions, brand

awareness and familiarity of technology to local technicians will provide

cushioning to domestic manufacturers fro international majors at least for

the next three years. For example, the capital cost of a Greenfield unit with

capacity of 20,000tractors per annum is about Rs.2.5 bn. This is more than

twice the capital cost of Rs. 6.2 bn for expanding the capacity by 18,000

tractors per annum by Punjab Tractors Ltd.

.

ADVERTISEMENT AND SALES PROMOTION

Advertisement pre-disposals a person favourably for the product / service

idea. Making him to its purchase. Sales promotion takes over at this point.

It makes customer take a favourable purchase discussion by providing one

of another kind direct inducement e.g. discount, price, gift and coupon etc.

mostly advertisement is directly concern with sale. It either inform a pursuit

remind about the product service most of time, it is indirect in its approach

has long term perspective for e.g. building -company image, brand image.

Sales promotion is short term product direct approach to an expert and

imitates response in term of sales. Sales promotion is an important and

adjustment to selling advertisement more frequent and reporting then sales

promotion. Sales promotion is non-recurrent selling effort. These

supplement the advertisement and personal selling display are effective

method of sales promotion.

Objectives of Advertisement

Positioning the company and the product.

Increasing use of the product.

Increasing the no. of order

Finding new customer.

Generating sales leads

Reaching another decision making.

ABOUT PROJECT

This project aims at studying of the marketing habits of the rural people

(farmers) to own tractors (Customer of tractors). It also aims and analyzing

the effect of this media habits on the tractor industry.

MARKETING

Marketing is a social and managerial process by which individuals and

group obtain what they need and want through creating and exchanging

products and value with others. Marketing concept, which provides an

orientation for conducting business of thinking and basic approach to the

business problems. Marketing itself is of course a specific function in the

enterprise as far as finances and accounting but the marketing concept is

a fundamental to the overall rationale and conduct of the enterprise.

Marketing as a management involves several activities including

environmental scanning market opportunity analysis.

Market strategy programming, implementation and control. The

organization mission programming and implementation and control

scanning the Broader environment and identifying analyzing market

opportunity understanding and changing marketing environment and the

organization market in turn, provide a basic for developing effective

marketing strategies. The specified target markets are defined, marketing

objectives delineated for each target market and the numerous marketing

programmes decision made.Together these activities make up a marketing

strategy, which is then implemented and controlled. Marketing is being

applied in all type of manufacturing and non-manufacturing organization.

On the ground that all organization have marketing problems that can be

solved by application of market theory and practice. Marketing is designed

to render to specify benefits to its implement first, marketing place and

great emphasizes on measuring the needs and desires to target market.

Second marketing emphasizes the scientific formulation and handling of

activities involving product development, pricing, communication

distribution etc.

Marketing becomes functionally more important as the country becomes

more industrialized. Since person specializes in.

Marketing becomes functionally more important as the country becomes

more industrialized. Since person specializes in producing a particular item

he does not supply directly to himself with many other goods and services

that he needs to sustain life.

This is the point where marketing functions enters the economic process.

As the production efficiency increases it may also indicate that marketing is

urgently need to find ways efficiently and effectively for distribution and

selling the output.

MARKETING STRATEGY

Marketing strategy defines the broad principals by which the business units

expect to achieve its marketing objective in a target market. It consists of

basic decisions on total marketing expenditure. Marketing mix and

marketing allocation. The development and use of marketing strategy can

be relevant for non profitable organizations as well. For them the objective

may be to increase influence, prestige or popularity. The story of the two

universities outlined in the accompanying box is an example of how

marketing strategy can be used by such organizations.

Marketing management must decide what level of marketing expenditure is

necessary to achieve its marketing objectives. Companies typically

established their marketing budget at some conventional percentage of

sales goals. Companies entering a market try to learn what the market

budget to sales ration is for competitors.

Ultimately the company should be analyze the work required to attain a

given sales volume or market share and then cost out this work, the result

is the required marketing budget.

Marketing mix is one of the key concepts in modern market theory. It is the

set of marketing tool that the firm uses to pursuer its marketing objectives

in the target market. The most popularized four factor classification of

marketing mix tool called the four ps: product, price, place and promotion.

Product Orientation

Sales Orientation

Customer Orientation

Sales Management

0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

1

1st Stage

2nd Stage

3rd Stage

4th Stage

STAGES OF MARKETING

CUSTOMER ORIENTATION (MARKETING CONCEPT)

Marketing Concept

Marketing System Customer DualInformation Approach Orientation ObjectiveSystem

Functions Of Sales Management

Following are the general functions of sale management:

1. Sale planning and sale policies.

2. Pricing policies and price fixing.

3. Advertising and sales promotion.

4. Scientific salesmanship, management and control of sales force.

5. Marketing research

6. Planning and control of sales operation and control of sales costs.

7. Selection and management of channels of distribution.

8. Branding, packing and labeling.

9. After sale service, if necessary.

10. Integration and co-ordination of each functions.

MODERN SALES MANAGEMENT TRENDS

The outstanding development in sales management since 1960 are

enumerated as follows :

1. Acceptance of marketing concept i.e. customer needs and wants

given top attention.

2. Recognition of importance of planning, and programming of sales.

3. Greater dependence on marketing research.

4. Emphasis on profit performance and not merely on sales volume.

5. More attention on channel choice and channel relations.

6. Special stress on increasing productivity of sales personnel.

7. Decentralisation of sales management.

8. Improved motivation and relation of salesman.

9. Adaptation of managerial approach in selling or marketing.

SALES ORGANIZATION CHART

General sales manager

Assistant sales manager

I II III IVPublicity Sales Distribution Sales OfficeManager Personnel Manager Manager

Manager

1 2 3 4 5 Advertising Merchandising Storage & Despatch Transportthrough Aids (Sales Packing various media Promotion)

1 2 Orders SalesCorrespondence recordsfilling etc. & statistics

Exhibitions Dealers promotion Consumer promotionand showrooms e.g. display material e.g. sample distributionspecial discount premium offers contentssales contest etc. coupon, gift scheme etc.

Importance of sales organization

A sales organization is like a power station sending out energy which is

devoted to the advertising and selling a particular lines and there is

tremendous loss of energy between the power station and points where it

reaches the great necessity of planning, organizing and controlling all

sales efforts through a sound sales organization to prevent wastage in

distribution.

Basic functions of sales organization

Administrative Operating Staff functionsFunctions Functions Specialist acting

As guides and Advisors

1. Sales policies Recruitment Marketing Research

2. Sales planning Selection Advertising

3. Sales programme Training Sales promotion

4. Evaluation of Routing Merchandising and performance product development

5. Controlling cost Controlling sales analysis

6. Direction and Equipment Dealer relations Motivation

7. Dealer relations Supervising Sales personnel

8. Co-ordination of Evaluating sale Transportation and

9. Sales territories Sale planning and Programming

10. Physical distributionproblems

11. Co-ordinating and

Advertising

Review of literature

The review of literature comprises various studies conducted in the field to

marketing in general and tractor marketing in particular. A few of these

have been reviewed here under.

Brown (1974) said that the good manufacturing companies, which tried to

integrate promotional expenditure and advertising expenditure without

understanding what segments of their market they were affecting, would

continue to Ineffectively allocate and spend their budgets. Money spend on

promotions always yielded higher results for a period extending.

Beyond the length of the promotion.

Kapoor and Singh (1975) conducted a pilot study of the marketing planning

practices of Indian companies it was found the marketing concept had not

only gained recognition but were also being practiced in a sophisticated

manner. Be old and new concepts and techniques of marking were in use

currently for solving their marketing problems.

Godrej (1976) in his article, marketing of consumer durables has

emphasized that consumer durable marketing is a subject that has not

received the attention it deserves. The article focuses at the various

aspects of marketing mix with the respect to consumer pricing, distribution,

personal selling, R & D etc.

Hanan (1976) suggested that large organizations should be learn from

small organization the small business strategy. He emphasized that

marketing consultative selling and constant appraisal of commercial

potential of small business.

Should be of great help in formulating the strategy for large organizations.

Singh (1983) conducted a survey on the marketing practices of tractors

and come to conclusion that vertical. Diversification helped the tractors

manufactures the design the tractor model according to the customer

preferences about the Color, modal and type etc, as also to segments their

market depending on the end use of tractors into two distinct classed

farmers and industry buyers. The manufactures started the low

horsepower tractor to meet the requirement of marginal Farmers and

medium horse power tractors to meet the requirement of medium to large

farmer.

Buckingham (1984) says that the electronic control of diesel fuel injection

has become a hot topic for the tractor Engines and many within the diesel

industry predict it will show up vehicles from tractors to cars. Engineers

manufacturers are currently testing electronic injection systems and

research into such system is going on in the companies and universities.

Kumar and Sweety (1985) in a rural marketing management perspective

survey concludes that, in general.

OBJECTIVES OF STUDY

The purpose of research is to throw the answers to questions through the

application of scientific procedure. The main aim of research is to find out

the truth which is hidden and which has not yet been discovered as yet.

Through each research study has its own specific purpose. We may think

of research objectives as falling into a number of following broad

groupings:

1. To gain familiarity with a phenomenon of marketing strategy or to

achieve new insight into it.

2. To portray accurately the characteristics of a particular individual,

situation or a group.

3. To study the media habits of the people.

4. To study the ad-effectiveness of different media for advertising.

5. To suggest the ways to improve the effectiveness of ITL.

advertisement campaigns and consequently to improve on sales.

6. To study the public view of the effective ad and various medias.

RESEARCH METHODOLOGY

Research Methodology is a way to systematically solve the research

problem. The Research Methodology includes the various method and

techniques for conducting a Research. "Research is the systematic design,

collection, analysis and reporting of data and finding relevant solution to a

specific marketing situation or problem". D. Slesinge and M.Stephenson in

the encyclopedia of Social Sciences define Research as "the manipulation

of things, concepts or symbols to the purpose of generalizing to extend,

correct or verify knowledge, whether that knowledge aids in construction of

theory or in the practice of an art".

Research is, thus, an original contribution to the existing stock of

knowledge making for its advancement. The purpose of Research is to

discover answers to the Questions through the application of scientific

procedures. The project must have a specified framework for collecting

data in an effective manner. Such framework is called "Research Design".

The research process followed by us consists of following steps:

Sample Plan

Sampling can be defined as the section of some part of an aggregate or

totality on the basis which judgment or an inference about aggregate or

totality is made.

Data Collection

Information will be collected from both Primary and Secondary Data.

Primary sources

Primary data are those, which are collected afresh and for the first time,

and thus happen to be original in character. Man collected by conducting

survey through Questionnaire, which include both open ended and close-

ended Questions.

Secondary sources

Secondary Data are those which have already been collected by someone

else and which already had been passed through the statistical process.

The data collected is secondary data through Magazines, Web sites.

Newspaper and Journals.

The Research Method

This project involved study of various media used for advertisement

directly linked with customer. Step in process was preparation of

questionnaire which consists of question of mainly multiple choice and

closed ended with few open ended questions forgetting maximum

information about tractor owner and media ,habits and then the satisfaction

level. The sample size was 50 customers. After the collection of data the

second step was analysis of the data. To drop proper influences. The

sample chosen by the study of farmer from Baddi Villages.

ANALYSIS AND INTERPRETATION OF DATA

Land owned by them

Area No. of respondents Percentage

0 Acres ( Lease )

0-10

10-20

20-30

02

15

20

11

04

30

40

22

Total 50 100

0

5

10

15

20

25

30

35

40

45

0 Acres(Lease)

0-10 20-Oct 20-30

Inference

Land owned by the people with max hold over 20-30 acres were 22 % , 40

% of the people hold 10-20 acres. 30 % of the respondents hold 1 to 10

acres 4 % used the land hired by them.

Owner of tractors

Reponses No. of respondents Percentage

Yes

No

45

5

90

10

Total 50 100

Yes

No

Inference

Out of the same of 50, 90% of the respondents owned the tractor while

10% were not the owner of the tractors.

Responses regarding purchase of tractors in near future by more

who donot own at present.

Response No. of Respondents Percentage

Yes

No

4

1

80

20

Total 5 100

Yes

No

Inference

Out of 5 non-owner of the tractor 4 of them were planning to buy a tractor

while others did not show any response for the purchase of tractors in near

future.

Brands owned or planning to owe.

Brands No. of Respondents Percentage

HMT

ESCORT

TAFE

INDOFARM

FARMTEC

SONALIKA

2

4

5

23

2

9`

4.44

8.9

11.11

51

4.4

20

TOTAL 45 100

Inference

Out of the 45 respondents who owned or who were planning to own a

tractor the max 4.4 % showed the preference for Farm tractors. HMT was

by 4.44 % while 8.9 % preferred Escort tractor. TAFE was owned by 5 %

farmers while 51 % were having Indofarm. Another 20% showed

preference or had Indofarm tractor.

Why? (Reasons for Preference)

Reasons No. of Respondents Percentage

High Potential (Power)

Low Price

Good Quality

30

7

8

66.67

15.55

17.78

Total 45 100

0

10

20

30

40

50

60

70

80

High Potential(Pow er)

Low Price Good Quality

Inference

The highest attribute of the preference was high potential i.e. 66.67%,

15.55% preffered Indofarm of low price and 17.78% of the respondents

preferred Indofarm Tractor because of good quality.

Advertisement awareness of Indofarm tractors

Response No. of Respondents Percentage

Yes

No

44

6

88

12

Total 50 100

Yes

No

Inference

Out of the sample of 50 respondents, 88% have seen the ad. of Indofarm

tractors medias and there are only 12% who have not seen ad. of Indofarm

tractor.

Customer responses regarding their liking for tractor

advertisements.

Responses Percentage No. of Respondents

Good

Average

Below average

46

46

8

23

23

4

0

10

20

30

40

50

Good Average Below average

Inference

46 percent of the respondents rated their liking for advertisement regarding

tractors as good. Similar percentage of respondents rated its average. But

4% of the respondents rated it below average.

Factors affecting buying decisions

Factors No. of Respondents Percentage

Quality

Ad.

Price

All

25

4

9

12

50

8

18

24

Total 50 100

0

10

20

30

40

50

60

Quality Ad. Price All

Inference

Quality of the tractor was attributed as the strength factor for influencing

product contributed a lot the factor of the buy decision according to the

sample study. As 50% of the respondents are affected by the quality of the

product. Advertisement gave a 8% response to price of the product gave

18% of the response was for all the factors that have to be considered

while making buying decision.

Advertisement media through which customer are able to know

about tractors

Media No. of Respondents Percentage

T.V

Magazine

Newspaper

Outside

14

2

22

12

28

4

44

24

Total 50 100

0

10

20

30

40

50

T.V Magazine Newspaper Outside

Inference

This is the multiple answer question. One had seen the advertisement of

Indofarm of the recollection was from the newspaper i.e. 44% which

produced to be the most effective one. Outside hoarding, banners,

tinplates, fairs or melas, advertisement on wheels were viewed by 24 5 of

the respondents. The ads on T.E were viewed by 28% while magazine

readers were only 4%.

Tractors advertisement are shown and watched by respondents

Channels No. of Respondents Percentage

.

The newspaper on which Ad. is seen

Newspaper No. of Respondents Percentage

Divya Himachal

Danik Jagran

Tribune

Times of India

Ajit

11

4

1

0

6

45.83

18

4.16

0

27.8

Total 22 100

0

10

20

30

40

50

PunjabKesri

DanikJagran

Tribune Times ofIndia

Ajit

Inference

Newspaper as a source for advertising tractors is widely used in Baddi. It

was revealed during the study that out of the 22 newspaper reader 11 of

them has seen the Ad. in Divya Himachal, 18% in Danik Jagran, 27.80% of

them had seen in Ajit . Only 4.16% of the reader have seen the

advertisement in Tribune. The survey has also revealed that advertisement

regarding tractors appearing in the Newspapers such as Divya Himachal,

Danik Jagran and Ajit have widely reached and influenced the tractor

customer. Newspaper a advertising media is an important source of

advertising for the customer of tractor in Baddi.

Source through which consumer are aware of IndoFarm tractors.

Source No. of Respondents

Percentage

Advertisement ( Mass Media )

Hoardings

Dealers

Friends / Relatives ( Word of Mouth )

20

8

10

12

40

16

20

24

Total 50 100

05

1015202530354045

Advertisement(Mass Media)

Hoardings Dealers Friends /Relatives (Word

of Mouth)

T.V. Channels which consumer watch

Channels No. of Respondents Percentage

DDI

DD Metro

Cable Channels

Lashkara – 7

ETC Punjabi – 3

Zee TV- 3

Sony – 2

Star Plus -1

21

13

2

5

4

1

1

3

42

26

4

10

8

2

2

6

Total 50 100

05

1015202530354045

DDI DD Metro CableChannels

Lashkara –7

ETCPunjabi – 3

Zee TV- 3 Sony – 2 Star Plus -1

Inference

Respondents devoting maximum time towards television have show DDI

as most preferred channels. 42 percent of the total responses remembered

DDI as their first preference25 percent showed DD metro as their preferred

channel. 32% showed their interest in channels like Lashkara, ETC, Zee

TV, Sony and Star Plus.

In which magazine the ad is seen of Indo Farm tractors

Magazine No. of Respondents Percentage

Sarita

A&M

India today

Greh Shobha

Auto India

Not Interest

0

0

1

0

12

48

0

0

24

0

2

96

Total 50 100

0

20

40

60

80

100

120

Sarita A&M India toDay

GarhShobha

AutoIndia

NotInterest

Inference

Max no. of respondents i.e. 96% wee not interest in magazine. While 4%

of tem read India today and same percentage Auto India.

QUESTIONAIRE

To check the Advertisement-effectiveness of Indo Farm Tractors

Name : __________________________________

Address : ________________________________

Age : ___________________________________

Education : Below matric

Matric

Graduate

Income Rs. 0-60,000

Rs. 60,000-150,000

Rs. 150.000 and above

Ques.1.(a) Do you own a tractor?

Yes No

(b) Are you planning to buy one?

Yes No

(c) Which brand.

HMT ESCORT TAFE

INDOFARM SONALIKA FARMTEC

(d) Why? (Reasons for choice)

High Potential

Low price

Good Qty.

Q2. Can you recall some of the brand name Indo Farm tractors ?

DI740 DI 732 DI 730

DI 745 DI 750 3RD DI 750 2ND

DI 55 DI 60

Q3. Have you even seen any AD of Indofarm Tractor?

Yes No

(a) lf yes.

On which media have you seen the Ad?

TV Magazines

Newspapers Outside

(b) On which TV channels have you seen the Ad?

DDI DD Metro

ETC (PUNJABI) LASHKARA

(c) In which magazines have you seen the Ad?

Kisanpatrika Desh

Sarita Advertisement and marketing

Auto India India Today

(d) In which newspaper have you seen the Ad?

Divya Himachal DanikJagran

Tribune Times of India

Q 4. Which are the certain attributes that attracted you most in the Ad?

Picturisation Slogan

Model Clarity of message

Truthfulness Personality

Image building.

Q5. How do you like the Ad?

Good Average

Below Avg.

Q6. What factors do ‘U' keep in mind before buying the product?

Quality Ad

Price All of these

Q7. Through which media did you come to know about the tractor you

own?

Ad (Mass media) Hoarding

Dealers Friends/Relations (Word of mouth)

Q8. What are your media Habits

(a) Television Magazine Newspaper

Radio

(1) Which channels do you prefer to watch?

DDI DD Metro Lashkara

Etc Punjabi ZeeTV Sony

Starplus

(D) Which magazine do you prefer?

Santa GrahShobha A & M

Outlook India Today Auto India

Jamina Does not remenbe

(c) Which newspaper do you prefer to read?

Divya Himachal Danikjagran

Ajit Tribune

CONCLUSIONS AND SOME SUGGESTIONS RECOMMENDATIONS

After the survey conducted it was observed that customers are not

imposed upon by any advertisement given. This may be due to the rural

nature illiteracy, inadequate source of advertisement.

Main advertisement doesn't play a much effective role to change mind of

customer but it can be effacing after sales & while in the case of 2nd

purchase.

Dealers recommends the company to use following source of ads.

Organization of full service camps and demos will be more effective

other media's. Direct contact program will yield more promising

results the co should make these as regular feature.

Participation in rural prestigious & famous fairs & melas would be

the best media to convey messages.

Along with these one important program can be through sponsorship

of rural sports. The organization of tournaments like cricket, will be

very effective in conveying company's message and attract more

customers distribution of free gifts will be helpful in mating Indo Farm

Tractor more popular in future.

About the Company

About the Project

Review of Literature

Objective of the Study

Introduction

Analysis & Interpretation of

Data

Conclusion & Suggestions

Questionnaire

Bibliography

BIBLIOGRAPHY

Marketing Management Philip Kotler

Marketing Management Sherlekan S.A

Methodology of Research Sidhu K.S.

DIFFERENT MODELS OF SONALIKA TRACTORS

DI 730 DI 60 Senior

DI 732 III DI - 745 III

DI 55 DI 750III

SONALIKA INTERNATIONAL TRACTORS LIMITEDAdampur Road, Near Jandu Singha,Hoshiarpur ( Punjab )Phone No : 32512141, Fax : 32514511Email : Sonalika_hoshiapur@yahoo.com

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