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EXECUTIVE SUMMARY
CHAPTER: - I
Profile
Overview of the Escorts Company.
Profile of Escorts Company.
Profile of Jai Shree Tractors.
CHAPTER:- II
Theoretical Framework
Advertising strategies.
Sales promotion tools.
Sales trends.
Models of the Escorts tractors.
CHAPTER: - III
Data analysis
Data interpretation & analysis.
CHAPTER: - IV
SUMMER TRAINING
PROJECT REPORT
ANOOP MISHRA
Roll No. A50002214003
AMITY UNIVERSITY, GURGAON
HARYANA
PREFACE
Industrial exposure is the most crucial part of the
technical studies in which a student is able to synchronize
his technical knowledge with practical knowledge gained
in any of the organization in which he gets his training
from.
I was allotted a project titled, Marketing strategy
adopted by ESCORTS TRACTORS.
I hope that the word of my project communicates the
actual experience gained with subtlety and precision,
which is unapproachable, by any other means.
From the medium of this project report, I would like to
thank each and every honorable employee of ESCORTS
INDIA PVT LTD FARMTRAC AND POWERTRAC DIVISION,
who has helped me to gain all the knowledge in the
respective production shop, where production process
was involved.
Background
Overview Manufacturing
Overview Materials
Management
1.Presently procuring materials for 72,000 tractors per
annum.
2.Present procurement value over US$ 30 million.
3.Production will rise to 100,000 tractors per annum in 2
years.
4.Procurement value will rise to almost US$ 45 million in
that period.
5.Presently 387 suppliers of which over 95% are India
domestic.
MISSION
For an Enterprise business mission embodies of its endeavor, which
acts as a guiding light for continuous development & growth.
Mission of ESCORTS is:
Engineering Changes through core competency for greater synergy
reinforcing bonds with customers & establishing powerful symbiotic
relationship with international allies, preparing global market.
The company wants to make a lasting difference to its shareholders, its
customers, its business associates, its employee and the country as a
whole.
The company also gives better quality and better technology to customer
and treats every customer as special to build respect for, and loyalty
to, Escorts.
QUALITY POLICY
We shall strive to continuously improve to meet the ever rising
expectation of our customers at the lower cost.
Each one of us must fulfill the need of our customer, both internal and
external with the highest degree of commitment thereby creating a
quality organization geared to ensure total customer satisfaction and the
sustained health and prosperity of our business.
Customer Orientation: To fulfill the requirement of our internal and
external customer.
BOARD OF DIRECTORS
Managing Director &Chairman
Directors
Mr. R.K.Budhiraja
Axis Banks
Panjab national bank
Kotek mahindra
Tata finance
Chola mandlam
ICICI bank
Other Banks
Dealing Procedure of M/sJai Shree Tractors:
SHOWROOM SALES:WHERE CUSTOMERS APPROAC SALES
MANAGER/SHOW ROOM
Sales-mans approach:
1)Where customers make direct contact/approach to village customers in
field.
2) Choose or select some particular area or villages where the potential
is very high , after choosing area send kenopies and prospectus and
explain the all features and information about the tractor
Through Marketing :
1) Where dealer has to compute with competitors with different
promotional activities like advertisement demonstration,
QUANTITY
(IN TRACTORS)
2009-2010 (3-MONTHS)
26
2010-2012
348
2012-2015
TOTAL
700
1074
700
700
600
500
400
348
2009-2010
2010-2012
2012-2015
300
200
100
26
0
QUANTITY
Chapter-II
Marketing strategies of Escorts tractors
1.Advertising strategies.
2.Sales promotion tools.
3.Sales trends.
Marketing strategy, Sales Promotion & Selling Process carried out
by M/s Jai Shree Tractors:Before going to promotion strategy the company must take decisions on
the total promotion budget and choice of the promotional tools to be
used one of the most difficult marketing decisions facing companies is to
work out on how much to spend on promotion.
Walk in customer.
Sales experience.
Showroom demonstration.
Test drive.
Vehicle delivery.
Escorts Tractor Models:Farm Equipment Sector produces the widest range of tractors and tractor
implements to suit the varied needs of farmers world over. Different
tractor models cover diversified market segments from 25 HP to 60 HP
tractors. Mahindra is recognized as a powerful symbol of productivity
and unparalleled performance. It is the market leader and at the help of
the Indian Tractors Industry.
Farmtrac Tractors Models:Farmtrac-
Champ
Farmtrac-45
Farmtrac-60
Farmtrac60EPI
Farmtrac-6050
Farmtrac-6055
Farmtrac6060E
Powertrac Tractors Models:Powertrac-434
Powertrac-439
Powertrac-445
Powertrac-4455
Powertrac-Alt
Powertrac-Euro
s
Tractors logo:-
Chapter-III
Customer attitude & Data analysis
Evaluation of the Study:A detailed analysis of the study is necessary and is to be considered in
order to compare the actual theory with that practical the variants of
which may form the basis for improvements. Keeping this point in view
and to fulfill the Evaluation variants of which may form the basis for
objectives of the studies an attempt has been made to segment the
various respondents on the basis of some aspects collected from them
through questionnaire.
There are depicted through tables and graphs.
The copy of questionnaire administered is enclosed and the sample size
was 50 respondents are enclosed at the end of this project. All the
calculations and numerical interpretations are for 100%.
Data Analysis and Interpretation:
Table-1
Awareness level in compression of others Brands
Particulars
Mahindr Tafe
No. of
a
10
Total
02
20
Deere
4
50
12
16
04
40
respondents
20
100
25
20
15
No. of respopondents
10
5
0
Mahindra
Tafe
Swaraj
Eicher
Brands
Percentage%
Interpretation:
Source: - Field survey data
The above table shows that among 50 respondents 20% of them are in
the group of Mahindra, 12% of them are in group of Tafe, 16% are in the
group of Swaraj, 04% of them are in the group of Eicher, 40% of them
Escort and John Deer is 8%. Therefore we come to know that most of
people are aware of Escorts tractors then seconds is Mahindra tractors.
Table-2
Profession of Respondents:
Particulars
No. of Respondents
Percentage
Agriculture
26
52%
Business
08
16%
Others
16
32%
Total
50
100%
Business
Others
Professions
Interpretation:
Source:- Field survey data
The field survey clearly in dictatres that the profession of the customer
lies an important role on the purchase of tractors.
The above table shows that out of 50 respondents, 52% are from as
agriclulture, 16% are from business purpose and 32% respondents are
from other purpose.
As from table many respondent purchased this tractors for their related
purpose.
Table-3
Respondents Incomes
Incomes
Below 40000
41000-70000
71000-100000
101000 and above
No. of respondents
08
06
27
09
Percentage
16%
12%
54%
18%
50
100%
Respondents Income
30
25
20
No. of respondents
15
10
5
0
Below 40000
41000-70000 71000-100000
101000 and above
Income
Total
Interpretation:
Source: - Field survey data
The study clearly states that the income is also an important parameter in
purchasing the tractors.
It was noticed that among 27 respondents 54% are in the income group
of rupees 71000 to 100000, 12% are in below Rs. 41000-70000 and 16%
are in below Rs. 40000-income group
Table-4
Classification of respondents according to tractors
Influencing in buying the tractors
Particulars
Company showroom
Advertisement
Colleagues
Friends
Self
Relatives
No. of respondents
30
04
04
06
04
02
50
Percentage
60%
08%
08%
12%
08%
04%
100%
Total
Interpretation:
Source:-Field survey data
No. of respondents
Percentage
Cash
15
30%
Credit
35
70%
Total
50
100%
No. of respondents
35
30
25
20
15
10
5
0
1
2
Mode of purchase
Interpretation:
Source: Field survey data
It was found that among 50 respondents 70% of them were in the group
of credit. All most of all customers are buying the tractors on the basis.
And 30% of them were in the group of cash.
Table-6
Source of credit purchase
Particulars
Mahindra finance
Kotek Mahindra
SBI
ICICI
Others
No. of respondents
19
09
04
05
13
50
Percentage
38%
18%
08%
10%
26%
100%
4
Mahindra finance9
13
Kotek mahindra
SBI
19
Total
Interpretation:
Source: - Field survey data
ICICI
Others
No. of respondents
28
13
09
50
Percentage
56%
26%
18%
100%
30
25
20
No. of respondents
15
10
5
0
Fully satisfied
Partially satisfied
Satisfaction
Total
Interpretation:
Source: - Field survey data
Dissatisfied
The above table explain that among 50 respondents 56% of them are in
the group of fully satisfied, 26% of them are in the group of satisfied and
18% of them are in the group of dissatisfied.
Highest percentage of consumer is satisfied with the financiers providing
the company.
Table-8
Sources of Awareness
Particulars
T.V.Adds
Wall painting
Magazines
Others
Total
No. of respondents
02
18
03
27
50
Percentage
04%
36%
06%
54%
100%
Sources of awareness
T.V.Adds ; 4%
Magazines; 6%
Interpretation:
Source: Field survey data
The field survey clearly shows that among 50 respondents, 54% of them
are in the group of others, 36% of them are in group of wall painting,
06% of them are in the group of magazines, 04% of them are in the
group of T.V.Adds.
Table-9
Vehicle Performance
Particulars
Excellent
Good
Average
Poor
Total
No. of respondents
26
08
12
04
50
Percentage
52%
16%
24%
08%
100%
Vehicle Performance
30
25
20
No. of respondents
15
10
5
0
Excellent
Good
Performance
Interpretation:
Source: Field survey data
Average
Poor
It was noticed that among 50 respondents, 52% of them are in the group
of excellent and 16% of them are in the group of good, 24% of them are
in the group of average, and 8% of them are in the group poor. Most of
the consumers are satisfied with the vehicle performance.
Table-10
Purchase of present vehicle
Particulars
Company showroom
Friends
Relatives
Others
Total
No. of respondents
38
08
02
02
50
Percentage
76%
16%
04%
04%
100%
Others
Friends
Company showroom
Interpretation:
Source: Field survey data
From the field survey it was explained that among 50 respondents 76%
of them are in the group of showroom, 16% of them are in the group of
friends and rest of the members are in the group of relatives and others.
Most of the consumers are purchased the present vehicle in the
showroom.
Table-11
The life of the tractors
Particulars
Below Since 1
Since 2
Above 2
Total
No. of
1 year
15
year
18
year
07
years
10
50
36
14
20
100
respondents
Percentage 30
20
18
16
14
12
10
8
6
4
2
0
Below 1 year
Since 1 year
Life
Since 2 year
Above 2 year
Interpretation:
Source: Field survey data
The above table shows that 50 respondents, 36% of them are in the
group of below 1 year, 20% of them are in the group of above 2 year and
14% of them are in the group of since 2 year.
Most of the consumers are using the vehicle since 1 year.
Table-12
after sales and service
Particulars
Excellent
Good
Average
Poor
Total
No. of respondents
30
08
06
06
50
Percentage
60%
16%
12%
12%
100%
No. of respondents
35
70%
30
60%
25
50%
20
40%
15
10
20%
10%
0
0%
ExcellentGoodAveragePoor
satisfaction after sales and services
Interpretation: Source:
Field survey data
It was noticed that 50 respondents, 60% of them are in the group of
excellent, 16% are in the group of good, 12% of them are in the group of
average and 12% of them in the group of poor. Most of the peoples are
satisfied with the after sales and services.
Table-13
Suggest the vehicle to others
Particulars
Yes
No
Total
No. of respondents
36
14
50
Percentage
72%
28%
100%
1400%
25
No. of respondents
20
15
10
5
72% 28% No
Yes
2
0
Suggesation
Interpretation:
Source: Field survey data
It can be seen that from the above table,
among 50 respondents, 72%of them are in the group of YES and 28% of
them are in the group of NO due to this we can tell the most of the
consumers will suggest others to buy the Escorts tractors.
Table-14
Satisfaction of the consumers with the Mileage of Escorts Tractors
Particulars
Very satisfied
Satisfied
Dissatisfied
Total
No. of respondents
16
31
03
50
Percentage
32%
62%
06%
100%
35
30
25
No. of respondents
20
15
10
5
0
Very satisfied
Satisfied
Range of mileage satisfaction
Dissatisfied
Interpretation:
Source: - Field survey data
From the above table it is clear that most of the customers are satisfied
with the fuel consumption.
But still the company should struggle a lot to satisfy the customer very
much in this regard.
Table-15
Response and behavior of the firm staff with respect of
Sales and services
Particulars
Informative
Co-operative
Communication
Convincing
No. of respondents
11
21
12
06
Percentage
22%
42%
24%
12%
50
100%
Response and behaviour of the firm staff with respect of sales and services
25
21
20
15
12
11
No. of respondents
10
6
5
0
Informative
Co-operative
Communication
Convincing
Informative
Total
Interpretation:
Source: Field survey data
From the above table it is clear that they are co-operative 42% as
followed by communications 24%, information 22%, and convincing as
12%.
Chapter-IV
Findings, suggestion & conclusion
Findings of the study:-
The following the derived from the data evaluated and analyzed by
survey:
According to the survey it was found that Escorts tractors have a brand
loyalty than other tractors, because of its advanced features.
Among 50 respondents it was found that 52%, which is of 26
respondents, was aware of Escorts tractors and like to purchase Escorts
vehicle only because of its good performance.
Out of 50 respondents it was found that 62% which of 31 respondents
purchase tractors for agricultural purpose, 14% respondents for business
and 24% respondents for other purpose therefore we can say agriculture
is the main reason for purchasing of tractors.
According to survey, it was clear that the availability of spare parts was
very easy.
Out of 50 respondents it can be seen that 36% i.e. 18 respondents
purchases tractors by wall painting, and 4% .among 54 % of the
ANNEXURE
Bibliography
Questionnaire
Bibliography
Marketing Management
Philip Kotler
Marketing Management
MAGAZINE
AUTO INDIA
Website
Questionnaire
Dear Sir / Madam,
I would be thankful if you can spend a couple of minutes to fill this
questionnaire the information is for academic purpose and will be kept
confidential.
1. Name
2. Age
3. Educational
4. Address
5. Occupation
: a) Farmer[ ]
b) Other[ ]
c) 81000-110000 [ ]
d) 111000 and above[ ]
7. Is this your first tractor?
a) Yes[ ]
b) No[ ]
b) Bank Loan [ ]
c) Credit [ ]
d) Finance [ ]
b) Advertising [ ]
c) Relatives [ ]
d) Company goodwill [ ]
e) Self [ ]
f) Others[ ]
b) Model [ ]
[]
b) TV Adds
[]
c) Wall Painting [ ]
d) Magazines
[]
[]
b) Business
[]
c) Other purposes [ ]
13. If you purchase on credit basis, then which of these below
Financial institutions
a) M&M [ ]
b) ICICI [ ]
c) SBI
d) Axis[ ]
[]
e)Kotek Mahindra [ ]
f) others
[]
14. Ownership :
a) Single[ ]
b) Duel[ ]
b) No [ ]
b) No [ ]
17. Are you satisfied with the after sales and services?
a) Excellent [ ]
b) Good [ ]
c) Average [ ]
d) Poor [ ]
a) M&M [ ]
c) Swaraj
b) Tafe
[]
[]
d) Eicher [ ]
[]
c) TV Adds [ ]
b) Magazines
[]
d) Others [ ]
b) Good [ ]
c) Average
d) Poor [ ]
[]
b) High [ ]
c) Reasonable [ ]
d) Less
[]
22. Since how many years you are using this tractor?
a) Below 1 year [ ]
b) Since 1 year [ ]
c) Since 2 year [ ]
d) Above 2 year [ ]
b) No [ ]
a) Very satisfied
[]
c) Dissatisfied
[]
b) Satisfied
[]
b) Co-operative [ ]
d) Convincing
[]
b) No [ ]
Suggestions:
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Signature
I sincerely thank you for spending your valuable time for giving me the information.