PRESTIGE INSTITUE OF MANAGEMENT AND

RESEARCH, INDORE

SUBMITTED BY - AJAY PATIDAR

Project Report

On

Marketing of

Construction Equipment

CASE CONSTRUCTION (INDIA) L&T Case Equipment Pvt. Ltd was formed in 1998 in Pithampur, Madhya Pradesh, India. It is a 50:50 joint venture between Larsen & Toubro Limited (L&T) and CNH Global, to manufacture construction equipment.

L&T-Case builds Backhoes, Vibratory Compactors and distributes Case skid-steer loaders.In 2011, L&T decided to exit this joint venture and sold its share to CNH, and the company was renamed Case New Holland Construction Equipment India.

BALAJI TRACTOR HOUSEM/S BALAJI TRACTOR HOUSE

In July, 2007 L&T-CASE has appointed M/S BALAJI TRACTOR HOUSE as dealers for sales, service and spares of Backhoe Loader range for 13 districts of Malwa region. The dealership is actively looked after by Mr. Santosh Patidar.

The head office is located at 61-62, Khalsa Stadium near Gangwal Bus stand, Indore (M.P.) which is well known for commercial area of the city. Workshop is 2 km away from registered office towards Dhar Road which is spread in approx. area of 2000sq.ft.

M/S BALAJI TRACTOR HOUSE was rewarded as “FOUR STAR” dealer of L&T-CASE.

It has 6 outlets/branch offices at various location of M.P.

It has more than 500 satisfied backhoe loader customers. It has well experienced and technically qualified sales and service staff. It have well equipped workshop with all required facilities. It has sufficient vehicles to provide onsite service to customers.

PRODUCTS (EARTH MOVING EQUIPMENTS) 

BACKHOE LOADER

DOZER

LOADERS

EXCAVATORS

GRADERS

TELEHANDLERS

ROAD ROLLERS

BACKHOE LOADER(earth moving equipment)

Construction equipments are used for many purposes which may be public or private.

Marketing of construction equipment is quite difficult because we have to target potential buyers.

Businessman, Builders  They use these equipments for commercial purpose to run their business.

Real estate businessman requires these equipments for developing their locations and to construct building. Many businessmen use these equipment in their industry for different purpose such as lifting and carrying. In mines machines are used to transport ores, their loading and digging of the ores. They are used to dig channels for pipe line, in building construction and road development.

Farmers

Farmers uses these machine for their agriculture need, sometimes they uses these machine for generating extra income. They used to attach construction equipments on rental bases in developing company. Major use of these equipments occurs in summer seasons when development activities and agriculture work is at peaks.

OBJECTIVE OF INTERNSHIP  Objective of the internship is to learn marketing strategy of the

construction equipment. Construction equipments are commercial vehicles. Their implement and uses are different. Their users are limited; approaching to the potential buyer is a difficult task. Dealing in construction equipments requires look over at all development activities because from there we can get enquires of potential buyers.

  We learn how to apply basic principles of marketing such as 4 P’s.  Product Price

Promotion  Place

Collecting enquires. Information or enquires collected the event organized or with the help of

any marketing media. Enquires are also collected with the help of old customers, financer and agents.

  Follow-up of enquires. When enquires or information are collected they are arranged in

systematic manner such as product he demanded, when do he wants to purchase.

  Demos (demonstration). Demos are done to satisfy the customers and giving them product

knowledge. Demos help to generate enquires.    Meetings with customers. Meetings are organized to meet the customers to know his needs and

providing him proper equipment. Several discussions take on such as his financial position, requirements and providing him product knowledge. Sometimes price of the product is also decided while meeting with customers.

Customers targeted and outcome (generation of enquires).

7

20

73

100 Enquires collected

Hot enquires (planning to buy in two or three weeks)

warm enquires (may think about to buy product in two or three months)

Cold enquires ( not in need)

51%

18%

5%

26%

MARKET SIZE OF THE EARTH MOVING EQUIPMENTS IN INDIA

EXCAVTORS BACKHOE

LOADER OTHERS

THANKS FOR YOUR PRECIOUS TIME