COMPARATIVE STUDY ON TRACTOR INDUSTRY

WITH SPECIAL REFERENCE TO SRI DURGAPARAMESHWARI IN SONALIKA TRACTORS

CONTENTS Chapter 1: INTRODUCTION Intr !"#t$ n O%&e#t$'e( ) the (t"!* S# pe ) the (t"!* Meth ! + ,* L$-$tat$ n( Chapter .: COMPANY PROFILE Intr !"#t$ n H$(t r* ) S na+$/a ,r "p M$(($ n 0 '$($ n Deta$+( ) t p e1e#"t$'e( S na+$/a ,r "p 2-$+e(t ne S na+$/a ,r "p "n$t( Chapter 3: REVIEW OF LITERATURE Chapter 4: DATA ANALYSIS AND INTERPRETATION Chapter 5: SUGGESTIONS AND CONCLUSION Anne1"re 6"e(t$ nna$re 7$%+$ ,raph*

Chapter 1 INTRODUCTION
Intr !"#t$ n O%&e#t$'e( ) the (t"!* S# pe ) the (t"!* Meth ! + ,* L$-$tat$ n(

INTRODUCTION Marketing is a comprehensive term and it includes all resources and a set of activities necessary to direct and facilitate the flow of goods and services from producers to consumers. In the process of distribution, business refers marketing process as distribution process. Human efforts and management constitute the primary resources in marketing. Due to rapid globalisation as well as the growth of the Indian economy, the quality and quantity of purchasing power of the middle class group kept increasing. This increasing in the purchasing power is affecting the marketing segment in a large way. In the past, due to various socio economic and e posure reasons the Indian market was more of sellers market than the buyers market, due to lack of awareness, the companies produced and sold what they wanted to sell rather than what the customer wanted to buy. !esearch and development was mere product oriented rather than consumer oriented. "ut, due to globalisation and growth of the economy, the Indian market is slowly becoming a buyer market. Marketing, the backbone of any economy is also under going a ma#or revamps, because of slow steady quantitative and qualitative development of consumers

behaviour. Marketing is a process right from the product planning. Marketing research setting up infrastructure facilities by acquiring technical knowledge, the production, setting up of sales point and ultimate development. The business process requires proper planning strategy to meet the present situation of the customer requirements and also to face stiff competition in present market as well as in future. $ompetition is hitting up in the four%wheeler segment with each player trying to acquire the others market share. Innovation and change have become the trend in the four wheelers market and also they are doing market research to study present market condition right now to minimi&e the uncertainties and to ma imi&e the profitability. This can be achieved through sales forecasting market plans and programs through information system. In the modern world four wheelers have become very popular. It can be considered as one of the best means of transportation. In fact it can be said that it has become a fashion to ride a four%wheeler. Therefore, it has become very popular. It can also become necessary to have a deep study a four%wheeler market segment.

'arm tractors has led to large scale production huge plots of land can be ploughed in short time large crops can be harvested huge amounts of products can be transported to market. (ll these can be done by machinery without any loss of time. )utput for acre as well as per man can be increased thereby his financial status will be improved. The cost of production is reduced. If the farmer finds time he can worked with his tractor in some others field thereby he can earn money and no scope for idling by that our country will be uplifted. Marketing covers all business activities necessary for ascertaining market demand, planning product, availability effecting transfer of ownership of products providing for their physical distribution in the entire marketing process. Tractor is a self propelled power unit to pull to carry and operate tillage, cultivation and harvesting machinery and to provide power through a suitable belt pulley, power take off, or other power outlet to drive stationary and drawn implements and machines. (t the end it is clearly states that the tractors are playing an important role in the development of Indian agriculture and also the Indian economy.

O%&e#t$'e( ) the (t"!*: The following are the important ob#ectives of that I completed in this study* To study the customer awareness regarding sonalika tractors. To study the different parameters influence the customers in purchasing of the tractor. To study ma#or market leader among various market payers. To study the satisfaction level of the customers with their e isting tractors To know what is the e act market at present for the product. To study the competitive environment while marketing the tractors. To e amine the sales performance of +onalika tractors in +hivamogga To point out and analy&e the problem faced by +ri Durgaparameshwari Tractors, +hivamogga. To discover possible avenues for selling all items by +ri Durgaparameshwari Tractors, +hivamogga

S# pe ) the (t"!*: (s the agriculture is the backbone of the country. +o, the tractors are used in all parts of the country and this study confined to users of tractors in +hivamogga district. This has been specifically chosen, as it is believed that demand for the tractors in rural and urban area. (nd also as the shortage of labour is facing i.e. man power, many of middle class and higher classes family in the rural area who are ma#ority of land holders are willing to purchase the tractors for their own purpose, the demand of the tractors in market is increasing day to day. (nd this report also envisages about the customer buying decision and influencing factors which act upon them. (nd finally this pro#ect report includes the relationship between the price features influencing customer%buying decision of the +onalika tractors. Meth ! + ,*: Marketing research is a means of understanding the environment. The marketing research process involves identifying research ob#ectives, research design, choice of research method, and selection of the
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sampling procedure data collection, data analysis, writing the report and follow%up. !esearch ob#ectives* The ob#ective of marketing research is to help in decision%making. It has to provide options and appropriate criteria for decision%making. !esearch design* ( framework is to develop to answer a specific problem, opportunity. The first decision or casual in case the management knows the relation side of the problem, then a descriptive research is under taken which answers who, what, when, where, and how questions. Dependent -ariables is predicted on the basis of an independent variable. Methods adopted .uestionnaire is prepared. It contains /0 questions, which are asked to individuals from their response primary data has been prepared. +ample si&e* (n important decision that has to be taken while adopting a sampling technique is about the si&e of the sample. The sample si&e is taken as 12.

+ample design* It is simple random sampling, which refers to the sampling technique in which each and every item of the population is given an equal chance of being included in the sample. The selection is thus free from personal bias because the investigator does not e ercise his direction of preferences in the choice of items. $ollection of data "oth the primary data and secondary data3s have been collected to bring out this pro#ect report. 4rimary data* 4rimary data are measurements of observed and recorded as part of an original study. 5hen the data required for a particular study can be found neither in the internal records of the enterprise, nor in the published resource it may become necessary to collect original data i.e., to conduct first hand investigation. There are two basic method of obtaining primary data are* .uestioning and )bservation +econdary data*

6ike all scientific pursuits, in statistics also the investigator need not begin from the very beginning7 he may use and must take into account what has already been discovered by others. In the report the data collected from. 8ournals +howroom broachers $ompany broachers and Through website of the company.

L$-$tat$ n(: It is quit obvious in every pro#ect report presentation that our report activities will be curtailed owing one or the other factors. I did also found same of the limitations in my pro#ect report. The following are the limitations that which happened in my survey. Many of the respondents may give biased information. The area, which I covered, may not be adequate. The number of respondents limited to only 12, it is one of the main limitation in my survey.

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 The firm cannot disclose the e tra information, which is necessary to this report. The survey is limited only to +hivamogga. (s the sample si&e is small compared to the total population the outcome cannot be generali&ed. The study was done for a short period of time, which might not hold true over a long period of time. The area is too vast to research and the entire picture may be vary if sample should be increase. !espondents are basically villagers they usually not take more emphasis on these questions.

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Chapter . COMPANY PROFILE

Intr !"#t$ n H$(t r* ) S na+$/a ,r "p M$(($ n 0 '$($ n Deta$+( ) t p e1e#"t$'e( S na+$/a ,r "p 2-$+e(t ne S na+$/a ,r "p "n$t(

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HISTORY OF SONALIKA GROUP FOUNDER 8 Mr9 L9D9M$tta+ +onalika 9roup % +onalika group is one of the top automobile and

agriculture machinery manufacturers in India. (part from tractors its product line includes multi utility vehicles, three wheelers, engines and various farm equipments and implements. :stablished in /;0;, +onalika group since the has tried to understand customer need to be facilitating them with its value for money products. The $ompany has a state of art manufacturing facilities, spread in acres, located in the free shrubs of 4un#ab and Himachal 4radesh.

+onalika is the one of the top < tractor manufacturing companies in India, other products include of, Multi utility vehicles, engines and various farm equipments. Today the group stands tall with an appro imate turnover of 1222 $rore I=!. (n average growth of <2> makes it one of the fastest growing corporate in India. It is also one of the few debt free companies. 9roup has strength of about ?222 employee technocrats. The company works on the ma ims of low production cost and clean and safe environment. +uch efforts have

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fetched the company the accreditation like I+) ;22/ and I+) /@22/. History reveals that innovation is the key to continued progress and when applied to technology that touches human life, it can unfold a whole new economic phenomenon that has the power to change the world. 5ith unique initiatives like the Thought leadership 'orum, we have been able to create a unique platform for learning through success stories of industry leaders. The success +onalika 9roup a business conglomerate having prime interest in agricultural A auto machinery goes back to nearly 1 decades. The corporate philosophy embedded in trust, quality and commitment has helped the group to carve out a niche for itself in the highly competitive world of Machinery. +onalika is the fastest growing tractor company registering growth over growth since its inception has crossed /.B2 lac merely in /2 years A has attained one of the position in top three in India

+onalika group3s products e ist in various international markets. $ompany3s product e ported to (lgeria, (ngola, (rmenia, (ustralia, "angladesh, $ameroon, :thiopia, 9hana, Ivory $oast, Malawi, Malaysia, Mauritius, Mo&ambique, =epal, )man, !epublic of "enin,

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+enegal, +outh (frica, +rilanka, +udan, $anada, Cambia, +yria, Togo, Tunisia, Dkraine, and Cimbabwe.

MISSION 0 VISION VISION STATEMENT The dream 4ro#ect of +onalika group is to cater the agricultural and auto industry with quality abrasive products through untiring dedication and leadership. MISSION STATEMENT we pay personal attention to customers so that, we can build products they need, and not merely sell the products we build. CORE VALUES To accomplish our mission, the ownership, staff, and management go to great lengths to treat each customer like a member of the family and provide them with the best choice of products and highest quality of service in the industry. ETHO STATEMENT OR LOGO RATIONALE Re! symboli&es the strength, power, determination, and desire of company.

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Ye++ : surrounding the +onalika produces a warming effect, arouses cheerfulness, stimulates mental activity, and generates the same. Green Lea) in the center symboli&es growth, harmony, freshness, and fertility. "lack underlining the logo associates with power, elegance, and formality. Oran,e surroundings the complete logo represents enthusiasm, fascination, happiness, creativity, encouragement, and stimulation. (ll this permutation of persona represents the +onalika group as an asset in the industry. Deta$+( ) t p e1e#"t$'e( /. $hairman% Mr. 6.D. Mittal ?. vice $hairman% Mr. (.+. Mittal <. Managing Director% Mr. Deepak Mittal @. 'inance Head% Mr.!a#nesh 8ain 1. 4roduction Head% Mr. (shok Eapoor 0. Marketing Head% Mr.6.!.Fadav G$:)H I. !AD Head% Mr. (shwani Malik T"rn 'er

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The total turnover of the group stands for <?22crore I=!. (n average growth of <2> makes it one of the fastest growing corporate in India. It is also one of the few debt free companies. SONALIKA GROUP 2MILESTONE /;0;, Modest beginning into farm equipment and machine manufacture and earning name and fame over all these year. /;;1 Diversification into manufacture of tractor over whelming response from the market. /;;0 !oll out of first tractor from IT6. ?222 :nter into #oint venture with !enault (griculture 'rance for tractor manufacture in India. ?222 +tarted in house manuf. )f engine for tractor application. ?22? +tarted e port of tractor to (frica, (sian sub continental. ?22@ +tarted !oll out of /22222 Tractors ?22@ +tarted establishment of I$M6. ?221 "ecome the fourth largest tractor manuf. In India. ?221, !oll out of first vehicle from I$M6 facility. ?221 8oint venture with Fanmar (griculture of 8apan.

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?220 +uccessfully developed @ wheels drive front ( les and transmission of tractors for Fanmar.

?22B !ollout of /22222th tractor engine. ?2/2 "ecome <rd largest manufacture of tractor in India. ?2/2 Market launch of !hino GMD-H and establish dealer3s network.

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.94 SONALIKA GROUP UNITS +onalika group divided into four companies3 .+onalika group units is as follow*

INTERNATIONAL TRACTORS LIMITED International Tractors 6imited was incorporate on )ctober /I, /;;1 for the manufacture of Tractors and has since then built a distinct position for itself in the Tractor industry. IT6 is manufacturing various Tractors of +onalika brand between <2 H.4 to ;2 H.4, and $6(++ brand between I2 hp to ;2hp. The tractors manufactured by company have secured a reputation of performance, quality and reliability in the market because of their ma imum pulling power, minimum fuel consumption and low emission. (ll this makes IT6 one of the top five tractor selling companies in India. These tractors are also e ported to various countries

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including +outh (frica, (ustralia, Cimbabwe, +ri 6anka, $anada, "angladesh, (lgeria, Cambia, +enegal, 9hana etc. IT6 has entered into strategic alliance with F(=M(! of 8apan for #oint manufacturing tractors in India. IT6 has a marketing arrangement with T(T( International for development of selected +outh (merican and (frican market. The company3s marketing efforts are promoted by dealer network of 022, and @12 sub dealers. +uch a networking has enabled the company to grow like a well%knit family whose roots lie in its customers, who have providing constant feedback and support to allow the company to turn their dreams into products. They are also manufacturing tractors, meeting norms of +moke A Mass :mission, Tested and certified by (!(I, 4une. Dnited +tates :nvironmental =orms (gency, 5ashington D$ has also certified our :ngines. These certifications enabled +)=(6IE( Tractors to enter into world Market. (ll the Models of Tractors and $ombines Harvesters manufactured by us are tested A approved by central 'arm Machinery and Tractors Training A Testing Institute, "undi GM4H India, Gthe 9overnment of India Institute authori&ed for issuing test reportsH.

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(ddress% G4b.H

International Tractors 6imited 4in%/@02?? GIndiaH

8alandhar !oad, Hoshiarpur

INTERNATIONAL CARS AND MOTOR LIMITED International $ars A Motors 6imited GI$M6H is a 9roup $ompany of the !s /?22 $rores +)=(6IE( 9roup. The $ompany is promoted by Mr. 6.D.Mittal G$hairmanH, Mr. (.+.MittalG-ice $hairmanH A Mr. Deepak Mittal, Managing Director, who are having vast e perience in manufacturing of tractors, 'arm machines A (utomobiles.

I$M6 is a pro#ect of its kind and is the J4ride of Himachal 4radesh3. The $ompany is having its state%of%the%art production facility, with centrally air%conditioned, dust A pollution free environment, to manufacture multi%utility vehicles , sports K utility vehicles, in (mb, Himachal 4radesh. The $ompany is a JMother Dnit3 as its establishment shall attract many other ancillary A small units for meeting the raw material requirements yielding manifold employment avenues, revenue A industriali&ation in the state.

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The $ompany has entered into Technical $ollaboration (greement with M9 !over of DE, with the technical know K how from M9 !over, DE. The $ompany has manufactured MD- with the name of !HI=) !L A the same MD- boasts of !over engines. The company is in%process of developing its own $ommon !ail Direct in#ection G$!DiH engines. The company has the installed capacity to manufacture ?222 MD-s in a month i.e., ?@222 MD-s in a year. In the first full year of production in ?220%?22I, I$M6 is aiming to churn out about 1222 MD-s A e pects to achieve a turnover of ?12 $rores. The $ompany, besides catering to the domestic market, also has an eye on e ports A e ports to Malaysia, =epal, "angladesh A Indonesia are also in an advanced stage. It will also offload the product in (frican continent soon. The $ompany is eligible for the $entral A +tate 9ovt. Ta sops,

e emption from the e cise duty A income ta for /2 years, which shall add to its viability A future e pansion.

+onalika 9roup intends to in#ect !s. /222 $rores in Himachal 4radesh over the ne t ? %< years in the upcoming I$M6 plant A I$M6 has an ambitious plan to play a ma#or role in the Indian (utomobile Industry.

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International cars A motors ltd, car plant is located in foothills of +hivalik !ange and surrounded by natural greenery of Himalayas at (M" GH4H a ta %free &one. The total area of plant is ;<,222 +q. M. out of which @?,222 +q. M. is covered area. 4lant capacity to produce ?@222 cars in a year. (ddress*%(mb Distt., Himachal 4radesh.MTa 'ree ConeN

INTERNATIONAL AUTOTRAC FINANCE LIMITED International (utotrac 'inance 6imited is a non banking finance company approved by !"I. I('6 provide finance to customers of International cars A motors limited in rural A semi urban areas across India through customer friendly schemes. Its parent company +onalika 9roup ranks among the largest tractor A farm equipment manufacturer in India 7"($ne(( P+an( ) IAFL 'irst 4hase* In the first phase, the area of operations will be in the state of 4un#ab, Haryana, 8ammu, H.4 GDoneH. +econd 4hase* In the second phase, the area of operations will be e tended to other parts of =orthern India. Third 4hase* In the third phase, the area of operations will be e tended to whole India.

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SONALIKA AGRO INDUSTRIES CORPORATION +onalika (gro was established in /;I/ to support the Indian farmers with mechani&ation technology to facilitate persistence of green revolution. +onalika (gro Industries $orporation, the group3s maiden venture is one of the foremost 'arm equipments and implements manufacturing companies in India with B2> share in threshers alone. Its product line includes $ombine Harvesters, Tractor,+elf Driven straw reapers, 4otato 4lanters, Mai&e seller Kcum%Dehuskers, +eed K$um% 'ertili&ers Drills, various kinds of threshers, etc.7 +onalika (gro is a pioneer in manufacturing tractors mounted combine harvester, which is not popular in India, but also in various others countries across the globe. Today, the company is supporting the farmers with world class farming equipment to ease the process of making the 9reen !evolution II, a dream come true. In the light of the companyOs mission, highly qualified and e perienced staff is working as a family in the manufacturing facility at Hoshiarpur G4bH.

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Product and Services of All Group Units

Internat$ na+ Tra#t r( L$-$te! This company mainly deals with tractors brands and these tractors also e ported to different markets in foreign countries. These brands are as follow*% T("6: % 4!)DD$T $(T:9)!I:+ T!($T)! =(M: DI%I12III DI%I<2II DI%I<1 DI%11 DI%I12II DI%;2 DI%I1 ?5D DI%I12 DI%02 +:=I)! DI%I1 @5D DI%I@2III DI%02 ?5D DI%I@2 DI%<;BLGnorth speedsH DI%02 @5D DI%I@1III DI%<1 DI%<@2+ ! @? DI%@I! DI%I<2III DI%I<?III DI%02! H)!+: 4)5:! 12 <2 <1 11 12 ;2 I1 12 02 I1 @2 02 @2 <; 02 @1 <1 @2 @1 12 <2 <@ 02 6I'TI=9 $(4($ITF /022Eg /?22 Eg /?22 Eg at lower links /?22 Eg at end of lower links /?22 Eg /022 Eg at end of lower links /022 Eg /?22 Eg at end of lower links /?22 Eg at end of lower links /022Eg /?22Eg /022Eg /?22 Eg at end of lower links /?22Eg /022Eg /?22Eg /?22Eg /022 Eg at end of lower links /?22Eg /?22Eg /?22Eg at ends of lower links /?22Eg at ends of lower links /022Eg

S na+$/a A,r In!"(tr$e( C rp rat$ n

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This company mainly deals with agricultural equipments and implements. That are helpful to the farmers in agriculture The product line of the sonalika agro industries corporation is as follow*% $ombine Harvestors Threshers 4otato 4lanters Mai&e +heller%cum +eed%cum%'ertili&er Drills +traw !eapers 4loughs Harrows Tillers Internat$ na+ A"t tra# F$nan#e L$-$te! This company basically deals with services which are provided to farmers, salaried for finanace the tractors and other agricultural equipments and implements. 4rovide financial assistance to them. Internat$ na+ Car( An! M t r L$-$te! (t present this company produces one car model !hino ! a MD- by this group and also working on the new car model I=+4I!: and this will launch within this year. Mar/et =o wonder +onalika products have created a niche for themselves not only in India but also in foreign markets including 'rance, (frica ,"angladesh , +rilanka, +enegal, Mali, +outh (frica, $anada, +yria and
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many of the +outh (sian countries. +ome of the international clients are as follow* M9 !over, 4ower Train, !enault, Fanmar In domestic market sonalika products are popular in all across the India. In 4un#ab, there are @1dealers of sonalika tractors. There are I2 dealers of International cars and motor products all over the India. INTERNATIONAL TRACTORS LIMITED (s per the training concern my training is in the sonalika tractors that is International Tractors limited. This company mainly deals with tractor manufactures and also some other like 9enerators etc.IT6 was established in /;;1%;0 with a covered area of ?1 acres. It is situated at distance of I km from Hoshiarpur on Hoshiarpur%8alandhar road. It is specialist in manufacturing of producing three cylinder diesel engines of tractors. The first tractor manufactured by the company on /@ th )ct, /;;0. In )ct, ;0 the capacity of the company was one tractor in two days. It has sold @22 tractors in the first year of launching tractor A now the production rate is /?22%/?12 tractors per month but installed capacity of company is /22 tractors per day. It has developed its own 02H4 diesel engine. IT63s Hosiarpur situated plant is spread across 12,222sq.meter, which is having fully computeri&ed and high level modern machines. 4resently, the production capacity of plant is /22 tractors per day. =ear about <222 people engaged in the plant including workers, technicians, and

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engineers on regular basis and around <222 people work on contract basis. $ompetitors of +onalika tractors are as :scorts, :icher, Hmt, Mahindra and Mahindra, +wara#,4T6, Tafe,Massey, =ew Holland ford, ACHIEVEMENTS %$ompany has produced smoke free diesel engine %$ompany has increased its production of diesel engines up to 02 engines per day %International Tractor 6imited has a network of network of more than /222 dealers %$omputeri&ed tractor plant %'irst Indian tractor engineI12III conforming to :uro II norms %4ride of country awarded to +h 6.D MIttal, $hariman. %9old medal awarded to +h. (.+ Mittal, -ice $hairman %Ddyog "hushan awarded to +h. Deepak Mittal, MD

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DISTRI7UTION NETWORK F ++ :e! %* S na+$/a: $)M4(=F

D:(6:! )! +T)$EI+T

$D+T)M:!

F ++ :e! %* ther )$r-(: $)M4(=F

+T)$EF(!D

D:(6:!

DI!:$T A +D"D:(6:!

$D+T)M:!

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ORGANISATION CHART FOLLOWED 7Y ITL $hairman P -ice%$hairman P Managing Director P $hief )perating )fficer P 8oint $hief )perating )fficer P H)D of :very Dept. P Managerial +taff P : ecutives P +upport +taff P 5orkers

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CERTIFICATIONS A; ISO 8 <==1 IT6 has got I+)%;22/ quality system certified by International $ertification 6td. It is for use when conformance to specified requirements is to be assured by supplier during several stages which may include design, development, production, installation A servicing. +onalika has arranged collaboration with 'rench !enaults for technical know%how and marketing. 5ith the help of this collaboration +)=(6IE( will develop its own DI%I@2 Tractor engine which will help it to reduce its cost.

7; ISO 13==1:.==3 En'$r n-ent Mana,e-ent S*(te-

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St"!* ) )"n#t$ n$n, ) !epart-ent( Pr !"#t$ n*% IT6 has fully integrated and state of the art assembly facilitation for producing world class tractors. +everal productivity improvements in assembly line over the years have made it possible to manufacture nearly <I222 tractors per Fear. (tomi&ation of assembly line not only increased production capacity, but also provided a quantum #ump to the quality of assembled tractors. IT6 assembly line producing tractors in broad range from <2H4 to ;2H4 with effective planning of resources.

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H$,h+$,ht( ) A((e-%+* Fa#$+$tat$ n(: (utomated conveyors GToe%in conveyors, slat conveyor and overhead conveyors.H for sub%assemblies as well as for ma#or assemblies and final product. 6"a+$t*> A((e-%+* 0 Te(t$n, T +(*

Hydraulic Test !ig Dp to /022Eg 6ifting $apacity Millipore Testing :quipment. Torque calibrator Hydraulic presses ( unique <%+tage oil filtration system having modern facility of centrifuge filtration

"atch type +pecial purpose machines G+4MH at various locations for washing of heavy castings, components A subassemblies

4ipe flushing machine for proper cleaning of hoses A pipes Induction Heaters for controlled heating of bearings

Stan!ar! te(t$n, pr #e!"re( ) r )$na+ pr !"#t

!oller testing 'ield Testing !oad testing

Re(ear#h 0 De'e+ p-ent:2 7r$e) ) R 0 D :

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 IT6 ! A D center is recogni&ed by government of I=DI( IT6 !AD is a complete dep3t in itself starting from designing upto development, implementation Capa%$+$t$e(: Highly qualified team of engineers for designing of transmission A vehicle areas -endor development is capable for the development of new pro#ects components of !AD through vendors A commercial settlement -endor quality control is capable for ensuring quality requirements of components through verification at vendor end High skilled workers are capable for making any types of prototypes Fa#$+$t$e(: High configuration workstations are used for design activities Teamcenter is used for 46M concepts

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 I%Deas, +olid%:dge A (uto$ad is used for <D A ?D design activities Two transmission test rigs. $ircular test track GmgrH A !oll over protection test rig. Hydraulic system test rig. :ndurance test rig for operator seat A fenders. 4to test bed A :ndurance test rig for MD- gearbo under commissioning. 4roto machine shop with HM$, radial drilling A turning centre. En,$ne R0D Center: +onalika have In House Design :ngine !AD department with up%to%date technology. Having a team of e ceedingly competent A remarkable squad of engineer3s proficient of designing most e cellent :ngines in technology. :ngines developed so far available in rating of ?B%;2 H4. +onalika has started spreading roots in MD- manufacturing with own !AD team and designed two e clusive engines with latest technology.

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:ngines are designed with !otary 'I: from ")+$H A G$!DiH $ommon !ail Diesel that gives variable geometry turbocharger for superior engine response .The in house !AD has all supplies required for complete design of engine from structural parts to emission development. Dse of $(D and ':( is made to design robust parts. 5hile :mission test cell is also being commissioned using equipment imported from (-6 (ustria world leader in emission measurement for conducting in house emission. =ew Tractor :ngine under 9/ +eries MD- :ngine G!overH 4roto%type stage This center is capable of designing new technologically advanced :ngines A its various components. It can also carry out D':M( for its own design or any other components. In2h "(e R0D #apa%$+$t$e(: The in house :ngine !AD department of +onalika is one of the finest. 4ossessing a team of highly qualified team of engineers capable of designing complete engine from ground up. :ngines developed so far include tractor engines from Hp rating of ?B%;2 Hp.5ith entry of +onalika group into MD- segment two engines have been developed by the in house !AD e clusively for the MD- application.

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The engines have been developed using latest technology. )ne engine uses !otary 'I: from ")+$H while the other engine is a $ommon !ail Diesel :ngine G$!DiH with variable geometry turbocharger for improved engine response at all points during engine operation. The in house !AD has all tools required for complete design of engine from structural parts to emission development. Dse of $(D and ':( is made to design robust parts. 5hile :mission test cell is also being commissioned using equipment imported from (-6 (ustria world leader in emission measurement for conducting in house emission measurement.

6"a+$t* A(("ran#e:2 The ent$re e' +"t$ n ) 6"a+$t* $( #+a(($)$e! $nt 3 pha(e(

Inspection 4hase .uality $ontrol 4hase .uality (ssurance 4hase Total .uality Management 4hase

E?"$p-ent( "(e! ) r 6"a+$t* A(("ran#e> Pr )$+e Pr &e#t r used for inspection of $ritical 4arameters e.g. Thread, 9ear profiles etc.

37

 @D C 2 r!$nate Mea("r$n, Ma#h$neACMM; S )t:are U(e! F r Mea("re-entACMM;%G9eometrical <D

measuring softwareH In this software,we can calculate A store co% ordinate of component as per drawing specification as well as 9eometrical tolerances G'latness, $oncentricity, 4arallelism A 4ositioningH with 9raphical 4resentation. 5ith help of 9eopak K5in generate a program of each component A run in $=$ mode, safe a time, generate presentable report as per requirement. +canning is the option in 9:)4(E K 5I=,with that you record contours and surfaces, reali&e nominal actual comparisons with contours, calculate geometrical elements at the contour after scanning A import contours from e ternal systems, respectively e port them to systems G(uto cad, Ideas for modeling purposeH. STANDARD ROOM GEOPAK2WIN: % +canning is the option in 9:)4(E K 5I=, with that you record contours and surfaces, reali&e nominal actual comparisons with contours, calculate geometrical elements at the contour after scanning A import contours from e ternal systems,

38

respectively e port them to systems G(uto cad, Ideas for modeling purposeH.

39

SWOT Ana+*($(:2 STRENGTH:2 Human !esource !esearch A Development 4hysical !esources*% +(4, own IT dept. (vailability of finance Investors !elationship WEAKNESS:2 Import of tractor implements Dnsuccessful !hino car 6ack of advertisement regarding their products OPPORTUNITIES:2 Dne plored Markets for : ports *%Me ican A "ra&ilian markets THREATS:2 $ompetitors Mahindra A Mahindra =ew Holland 8ohn Deere T(':

40

41

Chapter @
Pr !"#t Pr )$+e
Introduction Types of tractors Tractors Industry Spares parts of tractors Modern market concept Marketing strategy

42

PRODUCT HISTORY

Introduction The word Tractor is derived by combining arts o! the word "Traction# and "$otor# was !irst noted in a atent iss%ed in &nited 'tates in 1890( )n 1889 "*harter +as ,ngine *om any b%i-t si. whee- ty e tractors by mo%nting sing-e cy-inder hori/onta- gaso-ine engines on 0%me-y steam owered ration engine r%nning gears( 1-- were shi ed to !arm in the northwest d%e to -arge-y co-d weather these

tractors never o erated s%ccess!%--y( The !irst s%ccess!%- gaso-ine tractor o! record was b%i-t in1872 by 2ohn 3roeh-ich a 4owe !armer and 5-ac6 smith( )t was owered by a 20 78 sing-e cy-inder vertica- gaso-ine engine b%i-t by 9an :o/er gas and +aso-ine ,ngine *om any o! *incinotio( :%ring the !o--owing decades; not -ess than 18 se arate attem ts are 6nown to have been made to design and b%i-d !rom

43

tractors owered with +aso-ine ,ngines( )n 1897 ,ng-ish tractors with oi- b%rning engines were being rod%ced( )n 1901 7art and 8an b%i-t the !irst tractors !or draw bar rather than be-t wor6( This tractor !or which was owered with a twin cy-inder hori/onta-

+aso-ine ,ngine 9 inch bore < 13 inch stro6e and it deve-o ed 30 78 at 250 08$( )n 1902 a second and im roved mode- was b%i-t and the 2() case threshing machine com any b%i-t their !irst tractor %sing a hori/onta- two cy-inder o osite ty e engine( )n 1903; 15 more

were rod%ced many o! which were o erating 20 years -ater( )n 1904 1= ca-6ing e-ectric com any designed and b%i-t the !irst tractor on record to em -oy a !o%r cy-inder vertica- engine and a%tomobi-e ty e o! starting( )n 1905; 7art and 8an estab-ished the !irst !actory in &nited 'tates; devoted e.c-%sive-y to tractor man%!act%re which -ater became the tractor *or oration( )n 1910; the $( 0%me--y co( started to man%!act%re the !irst s%ccess!%- oi- coo-ed 6erosene and disti--ate b%rning tractor( )n -ant o! the >-iver

44

1917 the ,-ectronic whee- *om any

rod%ced the !irst tractor

engine designed to b%rn 6erosene other -ow cost !%e-s witho%t the %se o! water introd%ced into the !%e- air mi.t%re to controdetonation( )n the same year the com any %nder too6 the man%!act%re o! the 3ord son tractor; which was the !irst to em -oy a cost iron "&nit# !rame that enc-osed wor6ing arts o! the engine

transmission gears; and the warm !ina- drive; with a-- gears r%nning in oi-( This tractor introd%ce the wet air c-eaner so; that a-air was water washed aside !rom the %se o! the worm !ina- drive( Types Of Tractors Tractors are c-assi!ied according to whether whee-s or trac6s are %sed to rovide traction( Two !ee" Dri#e Tractors +enera- %r ose Tractors ?+8T@ 'tandard Trade Tractors ?'TT@ Tracking $aying Tractors

45

These tractors are %sed to obtain better adhesion or -ower gro%nd ress%re chain wo%-d be ossib-e with an ordinary

whee-ed tractors( %our !ee" Dri#e Tractors&' These are ab-e to wor6 %nder many soi- conditions both twoA whee- drive tractors and trac6 -ayer( Those in most genera- %se are o! the twoAwhee- drive ty e too -arge driving whee-s at the rear and too sma--er steering whee-s at the !ront( Tractors may c-assi!y according to the %r ose !or which they are %sed s%ch as !arm tractors; ind%striatractors; highway tractors etc(

46

Tractor Industry The tractor ind%stry was severe-y hit by the recession in demand !o--owing stringent credit o-icy o! the government in

1982( This -ed to red%ced sa-es; heavy stoc6s and -arge %n%ti-i/ed ca acity( The tractor rod%ction went % by 25B to 37B in 1994 as com ared in1982; better agric%-t%ra- rod%ction by way o! b%m er cro s and increased ban6 credit have been res onsib-e !or the im roved wor6ing o! tractor com anies( The %r ose !or the ind%stry; government is -a%nching a

scheme !or setting % agro service centre on a nationa- sca-e in the overa-- strategy !or servicing agric%-t%ra- tractors im -ements and machinery( Today the rod%ction o! the tractors is growing

day by day( )t went % 50B to 67B in 2010 com ared to the 2007; d%e to beca%se o! the im act o! tractori/ation on !arm em -oyment and rod%ctivity( These have indicated the ositive res%-ts are as !a--ows(

47

1( 3arm em -oyment has increased considerab-y on tractors !arms with a notab-e dec-ine in !ami-y -abo%r( 2( Tractors contrib%te to nonA!arm em -oyment !or re airs service and maintenance o! tractors( 3( Tractors owners have the -arge recorded higher o%t %ts !rom their -and; the ercentages varying state to state( 4( Tractors contrib%te to change in cro tractors owners to switch to more increasing the va-%e o! !arm rod%cts( 5( 1na-ysis o! o erationa- costs indicates that the cost hectare o! tractor is very m%ch -ess than that o! b%--oc6( 6( :%e to more mi-eage and good er!ormance o! a new modetractor; !armers are ha y to b%y the rod%cts o! !arms( er ing atterns enab-ing

ro!itab-e cro s; th%s

>ver the ast 3 decades the ind%stry has made ra id strides in its bid !or mechani/ing agric%-t%ra- over 50 mode-s o! tractors are avai-ab-e in the co%ntry today incor orating internationastandard !eat%res( The research and deve-o ment wings o! most tractors com anies are increasing their e!!iciency and e!!orts to im rove the e.isting rod%cts; ma6e them the more !%e-

48

consistence and thereby contrib%te to im roving !arm rod%ctivity( )ndian tractor ind%stry is we-- eC%i reC%irements !%--y( ed to meet the nations

49

%(RM)RS CHOIC) )n )ndia 76B o! the o %-ation are wor6ing %nder in the !ie-d o! agric%-t%re( These !armers wants to b%y the tractors !or a vario%s %r ose in the agric%-t%ra- !ie-d -i6e c%-tivating; -o%ghing; trans ortation o! soi- !rom one -and to another -and with the heo! tra--ey( 'o; agric%-t%re is a contin%o%s wor6ing rocess in a ower

year( 3or these reason !armers needs a h%ge man reso%rces; b%t it is not s%!!icient sti-- a-so they need tractors(

The 2>7= :,,0, had he- ed the !armers by satis!ying their needs and wants in the !ie-d o! agric%-t%re !rom -ast 5 decades( 'o; the !armers are !%--y satis!ied with the 2>7= :,,0, tractor( 3armers are very m%ch im ressed abo%t this tractor and choose this tractor as a one o! their !ami-y members(

50

SP(R)S P(RTS O% TR(CTORS ' are every arts are the most im ortant in man%!act%ring o! arts man%!act%red in the

rod%ct( The im ortant s are

tractor ind%stries are as !a--owsDA )nta6e mani!o-d and vent%re re-ated arts( >i- %m and oi- an( >i- !i-ters and re-ated arts( *ran6 sha!t; !-ywhee- and re-ated arts( *amsha!t; roc6 arms and re-ated arts( :%a- range and s eed transmission( *-%tch assemb-y( 8ower ta6es o!! assemb-y( *-%tch contro-( Eater %m s arts( 0adiator and re-ated arts( 3%e- systems( )nFector assemb-y( 3%e- !i-ters assemb-y( 1ir c-eaner assemb-y( +earbo.es cover and re-ated arts( 3%e- inFection %m s(

51

 )nFection %m s governor( 8 s eed transmission gear sha!t -evers and re-ated arts( 7ydra%-ic -i!t cover( 7ydra%-ic cy-inder( 7ydra%-ic sha!t and re-ated arts( 7ydra%-ic systems( 3-ow contro- va-%e assemb-y( 7ydra%-ic -i!t -in6age and re-ated arts( *entre ho%sing and re-ated arts( :i!!erentia- -oc6 -in6age( 0are a.e- di!!erentia- and re-ated arts( 'teering bo. assemb-y( 3%e- !eed %m and an !i-ters( ,-ectrica- systems 07 and 47( 5attery and battery s% 9o-tage reg%-ator( 'tarting motor; drive and re-ay assemb-y( 'ide mo%nted head-am s( )nstr%ment c-%sters and re-ated arts( :e-%.e seat assemb-y( 'tee- an seat and re-ated arts( 3ront a.e-( orts(

52

 3ront whee- assemb-y( 'tandard rear whee-s( 3ront whee- weight ga%ge( 0ear whee- weight ga%ge( 5rea6 and brea6 contro-s( 3ront a.e- steering and re-ated arts( 3ront whee- bearing( 0ear whee- inner bearing( Ehee- bo-t and n%ts( )nner and o%ter !ront whee- bearing( *hec6 n%t(

53

Chapter 3
F$r- Pr )$+e
*SRI DUR+(P(R(M)SH (RI TR(CTORS, SHIMO+(-

I.TRODUCTIO. HISTORY C(PIT($ STRUCTUR) I.%R(STRUCTUR) %(CI$ITI)S M(R/)TI.+ STR(T)+I)S O% %IRM

54

I.TRODUCTIO. '0) :&0+18101$,'7E10) T01*T>0' name itse-! is s%!!icient !or "G%a-ity o! 8rod%ct#( 'ona-i6a Tractors is the brand and trade setter in the mar6eting o! agric%-t%ra- eC%i ments( 1gric%-t%ra- is the bac6bone o! the )ndia; b%t nobody can s% ort; contact to cons%mers direct-y( ,ntire o%r economica-;

socia- str%ct%re o! system is not direct-y %se!%- o! r%ra- !armers; b%t in case o! 'himoga district since -ast 12 years there is a direct contact between !armers to dea-ers in '0)

:&0+18101$,'7E10) T01*T>0'( They are trend setter in man%!act%ring o! tractors; trai-ers and agric%-t%ra- eC%i ments and im -ements( HISTORY '0) :&0+18101$,'7E10) T01*T>0'; which dea-s with 'ona-i6a Tractors( 'ri :%rga arameshwari Tractors is a%thori/ed dea-er !or 'himoga bearing to sa-es; service and

s ares( 'ince 1990 the showroom and service garage is new estab-ished in 'himoga(

55

3irst they rovides on-y services then estab-ish !irm by name "'ri :%rga arameshwari Tractors # in 'himoga their a!ter ste by ste it go thro%gh hi--# 6ee ing the idea o! tractors( =owAaAdays tractors are one o! the ma.im%m mar6et share in )ndia; o! co%rse to serve the !armers; they starts the mar6eting !ie-d in the name o! "'ri :%rga arameshwari Tractors# in 'himoga(

C(PIT($ STRUCTUR)& *a ita- is the -i!e b-ood o! the every b%siness -i6e this the owner o! 'ri :%rga arameshwari Tractors they invested initiaca ita- o! 0s( 30;00;000 which was borrowed !rom "state ban6# branch in 'himoga in the year o! 1999( The ro!it o! the !irm is the bases !or the !%rther investments and contrib%tion was made by the owner recent-y are %sed to !%rther e.tension o! showroom( =ow the b%i-ding is %nder constr%ction rocess to shi!t the o!!ice room !rom the -ace o!

service centre to new b%i-ding( I.%R(STRUCTURI($ %(CI$ITI)S&

56

3or each and every b%siness organi/ation there m%st be a need o! in!rastr%ct%ra- !aci-ities !or a smooth !-ow o! wor6ing rocess and !or the mar6eting o! the rod%ct; which they had in the b%siness( 01 $and and 2ui"ding& The !irm having its own -and area o! the distance o! one acre( This 4and was sit%ated in the 'himoga( This -and is very va-%ab-e in the mar6et today; a-tho%gh they invested 30;00;000 0s !or the constr%ction o! the b%i-ding( The b%i-ding was estab-ished in +arden 1rea ; 'himoga( 31 Power&' The e-ectricity ower -ays an im ortant ro-e in this !irm !or the smooth !-ow o! machinery wor6( The !irm is !%--y eC%i ed with

the machinery in the service centre i(e( in the tractor garage section( 5%t in the o!!ice section a-so the ower is very im ortant !or the com %ters wor6( 1-- the o!!ice wor6 is done thro%gh the com %ter -i6e sa-es entries %rchase entries; s are arts entries and some re-ated vo%chers(

57

41 Mac!inery&' The !irm is we-- eC%i ed with machinery and hand too-s(

These too-s are %sed in service section where the tractors are re aired; serviced and chec6ed( Eitho%t machinery eC%i ment the wor6 is not ossib-e in any organi/ation -i6e this !irm a-so that !aci-ities acC%ired( The !irm having s ecia- !aci-ities -i6e air com ressor; tractor washes set and many re-ated machinery( The a-most o! a-- the wor6 in the showroom are gone thro%gh with the heo! machines( )n case o! machines or

reC%irement brea6 down they ta6e ra id action and ca-- e. erts o! that machine to re air it( 1s soon as ossib-e they can give C%ic6 service to the c%stomers( 51 Transportation&A Trans ortation in any sector has an im ortant ro-e to -ay( 'o; in this showroom it -ays an im ortant ro-e in attracting

c%stomers( This organi/ation attracts the c%stomers towards the showroom by roviding !ree home de-ivery( The de-ivery is made

58

on the e.act time as ordered by the c%stomer( Th%s; the trans ortation -ays an im ortant ro-e in the mar6eting o! this

showroom rod%ct ?tractor@( 61 Man power&' The !irm has s%!!icient manageria- sta!! and mechanics( There are more than 14 wor6ers inc-%ding the management sta!! !or wor6ers in the wor6sho s( This !irm had a s%!!icient man ower reso%rcesH it he- s to the !irm !or the smooth !-ow o! the wor6ing condition( The wor6ing ho%rs -asts !rom 91$ to 18$ and a!ternoon that 28$ to 88$( SOCI($ S)R7IC)S&' 5%siness is not on-y the aim o! the !irm; b%t a-so they are giving im ortance to the socia- service( The !irm is artici ating in many socia- service activities( 5igger hands is shown in charity and donation as and when individ%a-s and the society a roach it

59

 8rovided -eadershi

!or

eo -e and comm%na- harmony;

artic%-ar-y d%ring !estiva- be-ongs to every region( This !irm -ayed a maFor ro-e in donation o! !%nds d%ring

eriod TAts%nami e!!ects and other nationa- ca-amities( This !irm is s% orting donor and active-y artici ating in the

!o--owing servicesDA 8%-se o-io( +overnment minim%m ed%cation( ,mission and o--%tion scheme(

M(R/)TI.+ STR(T)+I)S O% TH) %IRM&' $ar6eting strategies -ays a very im ortant ro-e in each and every organi/ation to enhance its sa-es and its re %tation( 4i6ewise in this showroom to attract the c%stomers they are giving some bene!its to its c%stomers are as !a--ows( 1( They hethe c%stomers by roviding the down ayment o!

30B to ban6 -oan( 2( *om ared to other !irms; this !irm is roviding more n%mbers o! !ree services o! aro%nd 4services(

60

3( They rovide disco%nts on the %rchase o! s are arts; which are re-ated to the tractor or any re-ated eC%i ment( 4( They are giving some additiona- accessories in the !ree o! cost at the time o! the rod%ct de-ivery( ,.DA a( Trai-er hoo6s attached to the engine b( 0obber rod( c( 7ydra%-ic i e to -i!t the trai-er( 5( 1 art !rom the warranty given by the com any this !irm is roviding additiona- three more months o! warranty to their c%stomers(

61

Chapter 3
DATA ANALYSIS AND INTERPRETATION

62

DATA ANAYSIS AND INTERPRETATION

Data analysis is an important part in any of the research as it fulfills the purpose for which research is made. In this chapter analysis of every question asked from consumer through the questionnaire is done. In this part of my study the analysis of data is done from the basis of information collected through the questionnaire with the help of table and graphs.

63

TA7LE 391: 7ran! :ne! %* the tar,ete! # n("-er( ) tra#t r( 7ran! +onalika :scort Mahindra A Mahindra Tafe +wara# 8ohn deere Total per#enta,e 0 <2 ?B ?2 /@ ? /22

35 30 25 20 15 10 5 0 ' ona-i6a 6

30

28 20 14

2 , scortI !ord $ahindra J Ta!eI$assey $ahindra 'waraF 2ohn deere

FIGURE 2391 INTERPRETATION 'rom our research on the tractor users we find that mostly people owned the :scort tractors and Mahindra A Mahindra tractors.

TA7LE 39.: PURPOSE OF USING THE TRACTOR A,r$#"+t"re B In!"(tr$a+ B L a!$n,C"n+ a!$n,

64

B@

B /2

FIGURE 39. INTERPRETATION In our study on comparative analysis, we find that most of the people using tractors for agricultural purposes and some of the users using tractor as loading and unloading of sands, bricks etc like thing and some small entrepreneurs using for industrial purposes.

65

TA7LE 239@: MAIN COSIDERATION WHILE PURCHASING TRACTORS C n($!erat$ n Per#enta,e 4rice @ 4erformance ;2 .uality 2 "rand image 0 Total /22>

100 90 80 70 60 50 40 30 20 10 0 8rice 8er!ormance G%a-ity 5rand image

FIGURE 8 39@ INTERPRETATION The main consideration of buying the tractors is performance they not bother about the price as shown above on the figures and same in case of brand image and quality because performance automatically deals with quality.

66

TA7LE 393: HORSE POWER OF TRACTORS @=23= ?B 3=24= @2 4=25= <?

FIGURE 393 INTERPRETATION 9enerally people uses the tractors between @2%12 horse power range due to less cost of these tractors and less e penses on maintenance near about <?> respondents uses more than these limits but about @2> using between above said limits.

TA7LE39 4: COST INCURRED ON TRACTORS

67

C (t ?%@ lacs @.0lacs Q0 lacs

Per#enta,e ?B 0@ B

FIGURE 394 INTERPRETATION (round 1@> respondents using the tractor costing @ to 0 lacs and ?B > respondents using ? to @ lacs range tractors. -ery few from our sample space using tractor costing more than 0 lacs

TA7LE 395 : AWARENESS LEVEL OF SONALIKA TRACTORS A:arene(( +e'e+ Fes =o Per#enta,e ;2 /2

68

Total

/22 >

FIGURE 395 INTERPRETATION (lmost all the respondents are aware of the +onalika tractors. They know about the brand of these tractors they basically like DI I@2 III.

69

TA7LE 39D : SOURCE OF INFORMATION A7OUT SONALIKA TRACTORS S "r#e ) $n) r-at$ n Per#enta,e =ewspaper 2 Television @ Displays @? +ocial network <? Dealers ??
45 40 35 30 25 20 15 10 5 0 =ews a er Te-evision :is -ays 'ocia- networ6 :ea-ers

FIGURE 39D I=T:!4!T(TI)= The respondents basically know from the displays and their social network like relatives and friends. !espondents are less aware about the ads in newspapers.

70

TA7LE 39E : FACTOR OF DISTINCTION AT THE TIME OF THE PURCHASE OF THE TRACTORS Fa#t r O) D$(t$n#t$ n 4rice 4romotional scheme :ngine performance Technical advancement Per#enta,e @ 0 I2 ?2

FIGURE 39E I=T:!4!:T(TI)= "asically the respondents like the engine performance at the time of the purchase of tractors only @ > people go for the prices.

71

TA7LE 39<: 7RAND PREFERANCES 7Y THE RESPONDENTS PREFERENCE 9ood : cellent "ad +atisfied Per#enta,e ?@ @2 ?2 ?

FIGURE 39< I=T:!4!:T(TI)= (round @2> people preferred farmtrac,escorts tractors and ?@> preferred sonalika and ?2 > Mahindra and Mahindra

72

TA7LE 391=: SATISFACTION LEVEL OF THE TRACTOR USERS WITH THEIR PRESENT TRACTORS e cellent 1? satisfactory @? good 0 poor % -ery poor %

73

TA7LE 3911 FUTHER EFPECTATION IN NEW TRACTORGS MODEL

SPECIFICATION 9:(! +F+T:M :=9I=: :''I. 35 ($:++)!I:+ HFD!(D6I$+ 6I'TM:=T 30 MI6:(9:

25 20 15 10 5 0 +, 10 ' K ' T, $ , =+)=, , 33)(

Ba,e /@ ?0 /0 /2 <@

1*, ' ' >0),'7K :01&4)*' 4)3T$, =T $)4, 1+,

FIGURE 3911 I=T:!4!:T(TI)= "asically people want new modification in engine efficiency and mostly people go for developments in mileage.

74

Chapter 4 SUGGESTIONS AND CONCLUSION

75

SUGGESTIONS Through tractor market is highly competitive in India and +onalika is relatively new brand. Hence +onalika need a strong positioning. (s sonalika tractor is capable of pulling more load and unbeatable and unchallengeable features. +onalika must be positioned as a tractor, which is most economical and ideal for heavy load work.

Pr !"#t a:arene((: 'or promotion of a new product awareness is most important factor. (s all the farmers contacted are aware of sonalika tractors and their features and specifications. This can be done through organi&ing kisan melas, e hibitions and effective demonstration at village level.

Here opinion leaders can play a vital role. )pinion leader is a person whose opinion is given high weight age by common people like sarpanchs. $ompany should also concentrate on this factor.

"esides these points we would like to suggest few more things* More A more emphasis on ! A D must be given

76

 +pare parts must be easily available for different models of tractors "ecome a cost leader in field of tractors 4rovide better after sale service to develop better relation with dealers

CONCLUSION +onalika has various advantages over its competitors such as low initial cost, low fuel consumption, high speed, low maintenance cost, A easy availability (s tractor is meant for pulling load, sonalika has all these qualities to pull ma imum load due to high backup torque. 4eople prefer farmtrac , ford tractors as per our research study and people like engine performance as the main consideration of purchasing tractors. They basically affected by the displays in providing information regarding new products so company should create some awareness regarding this and make some hording on roads to attract tractor users with new features mention on it.

77

!espondents are basically from village sides so they are not affected by the newspapers, because in their daily life they never spent time on newspaper and their purchasing decision followed by dealers, social network and hoardings.

78

6UESTIONNAIRE Dear ($rC-a!a-> I am +I=DHD + a +tudent of (T=$ $)66:9: +HIM)9(. (s part of the curriculum of ""M degree, I am conducting a survey to prepare pro#ect report on COMPARATIVE STUDY ON TRACTOR INDUSTRY :$th Spe#$a+ Re)eren#e t Sr$ DURGAPARAMESHWARI $n S na+$/a Tra#t r(9 Therefore I kindly request you to spare some of the precious time to answer the following question. Thanking you Fou3re faithfully +I=DHD +

/. =ame

?. (ddress * <. (re you using tractor Fes G H =) G H If yes you go to @ questions @. 5hich brand of tractor you are currently usingR aH +onalika bH :scorts cH Mahindra A Mahindra

79

dH Tafe eH +wara# fH 8ohn Deere gH )thers SSSSSSSSSSS. 1. 'or which purpose you are using tractorR aH (griculture bH Industrial purpose cH 6oading Dnloading 0. 5hich factor will influence you to purchasesR aH 4rice bH 4erformance cH .uality dH "rand Image eH (fter +ale +ervices fH Mileage gH H4 I. How much horse power is itR MentionSSSSSS B. 5hat cost did you incurred to procure itR

80

aH ?%@lac bH @%0lac cH More than 0lac ;. (re you satisfied with the features provided by sonalika tractorR aH Fes bH =o

If no then reason is SSSSSSSSSSSS /2.If yes, How did you come to know about +onalika tractorsR aH =ewspapers bH Television cH Displays dH 'riends,!elatives eH Dealers //.Is after sale service of this product is easily available to you in near marketR aH Fes bH =o

/?. (re you satisfied with after sale service provide by companyR aH Fes bH =o

/<.'rom which factor you feel that this company3s tractor is different from another company3s tractorsR

81

aH 4rice bH 4romotional schemes cH :ngine performance dH Technical advancement eH (ny other specifies SSS..

/@.!ate your preferences among the different brands of tractorsR aH good bH e cellent cH satisfied dH bad /1.How has been the performance of your tractorR aH : cellent bH +atisfactory cH 9ood dH 4oor /0.5hat kind of development you want to have in new modelR aH 9ear +ystem bH :ngine :fficiency cH (vailability of (ccessories dH Hydraulic 6iftment :fficiency eH Mileage
82

fH (ny )ther /I.(ny suggestions

+ignature

83

7I7LIOGRAPHY
1(

555.+)=(6IE(.$)M

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