mahindra and mahindra tractors

8/8/2019 mahindra and mahindra tractors

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Rural

marketing

byMahindra and

Mahindra(tractors)


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Group members Henal Mehta 35

Kruti Sangrajka 44 Nikhil Shirsat 47

Rizwan Sanaullah 92


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Company Profile set up in 1945 in Ludhiana as Mahindra

& Mohammed

army vehicles major automobile& tractormanufacturer.

Revenue 31,568.54 crore (US$ 6.85 billion) (2010).Netincome

2,871.49 crore (US$ 623.11 million)(2010).


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INDIAN TRACTOR INDUSTRY- AN

OVERVIEW

Indian tractor industry is the largest in the world and accounts for onethird of the global production

93% of the demand comes from 12 major states, of which UP is thelargest market

Credit availability, fuel costs and monsoons are the

largest purchasing influencers.


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Introduction M&M builds and sources tractors that are sold

worldwide across six continents.

top three tractor manufacturers in the world

Launched its first tractor, the B-275.

M&M has two main tractor manufacturing

plants located at Mumbai and Nagpur inMaharashtra.


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Market stake

internationalJianglingTractor

Company

domesticPunjab

Tractors


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Products offered


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Domestic operations

Mahindra sells a range of tractors that

include

Bhoomiputra (range of 25 45 HP) Shaan (25 HP tractor) Sarpanch (range of 30 50 HP)

Arjun Ultra-1


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Marketingactivities


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Campaigning in rural areas

'Mahindra Tractors Mileage se Musictak

Reliance Broadcast ------ Big FM

Aim: First-hand experience of theproduct

'Mileage ka Master'.


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Sarpanch 595DI super turbo

Ho Jaao Toofan Pe Savar.

Campaign objectives

Reach

The Toofan Carnival promotional

campaign


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Amongst the top 10 industrial houses in India.

FES has a subsidiary agricultural tractormanufacturing company in India known as MahindraGujarat Tractor Limited (MGTL).

Mahindra group's FES is amongst the top 3 tractorbrands in the world.

Farm Equipment Sector (FES)


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Provide low-cost farming solutions to farmers

----- primary function of tilling land

The tractor costs around Rs 2 lakh and meetsall the basic standards.

Targets small holding farmers who still use

bullock carts to till the land.

MAHINDRA PLANSULTRA LOW-COST RURAL

TRACTOR


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Samriddhi Centre

First Samriddhi Centre was in Gujarat

These centres will also present relevant

information to farmers to keep them abreast ofworld-class solutions

Offer farmers a wide range of agri-related services

under one roof

Mahindra Samriddhi Club


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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 populace.

My Computer, My Mahindra, My World, they endeavour 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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COMPETITORS

Tractor and Farm Equipment Ltd

International Tractors Ltd

Punjab Tractors Ltd

John Deere.


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market share percentage

HMT

EICHER

ITL

PTL

ESCORT

TAFE

M&MOTHERS


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ACHIEVEMENTS


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THANKYOU

mahindra and mahindra tractors

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