SUMMER TRAINING REPORT

ON

“Promotion of new product MahindraYuvraj-215 In Lucknow district”

SUBMITTED IN THE PARTIAL FULFILLMENT FOR THE DEGREE OF

MASTER 0F BUSINESS ADMINISTRATION

BY

G.B. TECHNICAL UNIVERSITY

SESSION: 2011-2012

Submitted to: Submitted by:

Mr. Ravi Karan Singh Azhar siddeeq

Asst. Professor Roll No. 1044270033

SBS-CTM, Lucknow MBA III sem

Under the guidance of

Mr. Ashish saraswat

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Declaration

I hereby declare that this report on “Promotion of new product

Yuvraj-215 In Lucknow district ” has been written and prepared by

me during the academic year 2011-2012.This project was done under the

able guidance and supervision of Ekta mam , Faculty, SBS CTM and

Ashish Saraswat Sir & Aknsha Mam ., Mahindra tractors , Company Ltd.,

Lucknow in partial fulfillment of the requirement for the Master Of Business

Administration Degree course of the SBS CTM.

I also declare that this project is the result of my own effort and has not been

submitted to any other institution for the award of any Degree or Diploma.

Place: Lucknow

Azhar Siddeeq

2

Acknowledgements

If words are considered to be signs of gratitude then let these words convey

the very same

My sincere gratitude to Mahindra & Mahindra co. ltd for providing me with

an opportunity to work with Mahindra tractors and giving necessary

directions on doing this project to the best of my abilities.

I am highly indebted to Akansha mam , Channel development manager of

Mahindra tractor & Ashish saraswat sir Area manager of Mahindra tractor. ,

who has provided me with the necessary information and also for the

support extended out to me in the completion of this report and his valuable

suggestion and comments on bringing out this report in the best way

possible.

I also thankEkta mam, SBS CTM , Lucknow , who has sincerely supported

me with the valuable insights into the completion of this project.

I am grateful to all faculty members of SBS CTM , Lucknow and my friends

who have helped me in the successful completion of this project.

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Table of contents

Sr. No. Particulars Pages

1 Introduction 6 - 17

1.1 Introduction to the project 7

1.2 Scope of the project 8

1.3 Importance of the study 9

1.4 Objectives of the study 10

1.5 Research Methodology 11-16

1.6 Limitations of the study 17

2 Industrial profile of farm equipment sector

17 - 23

2.1 INDUSTRY SCENARIOS 19

2.2 History of the Tractor 19

2.3 Uses of Tractors 20

2.4 Role of Tractors in Indian Agriculture

21

2.5 The Indian Tractor Market 22-23

3 Company Profile 24 - 46

3.1 Profile of Mahindra & Mahindra Tractors

24-25

3.2 Mahindra Tractor Histories 26-28

3.3 About Mahindra Group 29-42

4

3.4 Product Profile 43-46

4 THEORETICAL FRAMEWORK

47 - 54

4.1 Definition of PROMOTION 48

4.2 COMPONANTS OF

PROMOTION

49

1. ADVERTISING: 49-50

2. SALES PROMOTION: 50-52

3. PERSONAL SELLING: 52

4. DIRECT MARKETING: 53

5. PUBLIC RELATIONS: 54

5 Plans & Actions 55 - 64

6 Data analysis 65 - 82

7 Recommendations & Findings

83 - 84

8 Conclusion 85

9 Bibliography 86

5

CHAPTER – I

Introduction Scope of the projectImportance of the study Objectives of the StudyResearch Methodology Limitations of the Study

INTRODUCTION TO THE PROJECT

6

This chapter explains about the background and states the objectives of the project. The

purpose of the study is to create the awareness of Yuvraj-215 and increase the penetration

of the product in district Lucknow.

Promotion is comprehensive terms, and covers the entire gamut of advertising, publicity,

public relations, personal selling and sales promotion. Sales promotion is thus a part of

promotion and is restricted to direct inducement on a short-term basis services.

The same promotional strategy was applied by Mahindra to promote their products and

boost up its sales. Mahindra performed promotional activities like canopy, live

demonstration displaying the product in Ek Mahindra outlets, testimonial, brusher

distribution & one to one product pitching to mango orchard owners, farm owners,

contractors & traders etc.

In the present competitive world if any business organization has to survive, it needs to

keep an eye on various forces operating in the market. More over competitors constantly

try to win over others. In this scenario, every business organization needs to monitor the

changes taking place in the market so that they are not caught. Market research is an

efficiency tool in the hands of a marketer that helps him to take changes taking place in

the market.

SCOPE OF THE PROJECT

7

The scope of the study is limited only to the Lucknow city.

The main purpose of survey is to create the awareness of Yuvraj215 to

Boost up its sales.

The promotional activity was restricted only for Lucknow.

The activities were carried out only at specified locations.

8

IMPORTANCE OF THE STUDY

This study is important in the sense as we can measure the position of the product after

analyzing the data that we have with us. This study also gives an experience to the

management student who is doing the research, as it is the base of marketing.

9

Objectives of the study

1. To create awareness of Yuvraj 215 and increase the penetration of

Product in Lucknow district.

2. To identify & explore new market for Yuvraj215.

3. To find out the measures to boost up sales.

4. To analyze the awareness among public about the Mahindra

Tractors.

5. To analyze the awareness among the public about Yuvraj 215.

6. To find out the reasons for low sales of Yuvraj215.

7. To conduct promotional activity to boost sales of Mahindra

Yuvraj215.

8. To conduct promotional activity in various places like Cattle

market, Ek Mahindra outlet etc.

9. To increase the prescription rate among the respondents by using promotional

tools.

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RESEARCH METHODOLOGY

DEFINITION:

Research refers to „a search for knowledge‟. It can be defined as a scientific and

systematic search for pertinent information on a specific topic.

Research comprises defining and redefining problems, formulating hypothesis or

suggested solutions; collecting, organizing and evaluating data; making deduction and

reaching conclusions; and at last carefully testing the conclusions to determine whether

they fit the formulating hypothesis – Clifford Wood.

RESEARCH METHODOLOGY

It is a way to systematically solve the research problem. It may be understood as science

of studying how research is done scientifically. In it we study the various steps that are

generally adopted by the researcher in studying his research problem along with the logic

behind them. In general, methodology is an optional framework within which the facts

are placed so that the meaning may be seen more clearly. The sources of data shown that

designing of a research plan calls for decision on the data sources are research approaches

(primary and secondary data) research instruments (observation survey experiment)

sampling plan and contact methods (personal interviews).

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RESEARCH DESIGN

A research design is the determination and statement of the general research approach or

strategy adopted for the particular project. It is the heart of the planning. If the design

adheres to the research objectives, it will ensure that the client need will be served.

Research design is a plan structured and strategies of investigation. It is the arrangement

of condition and analysis of data in a manner to combine relevance to the research

purpose with economy in procedure.

In order to achieve the objective it was necessary to talk to the customers and

public to draws the conclusions regarding the objective.

For visiting the customers and publics to collect the relevant information; a

questionnaire has to be designed. The questionnaire was designed in such a

manner to achieve the objective of the research.

The sample size taken is 100 customers and publics.

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TYPE OF RESEARCH

In this project, Descriptive Research has been used.

Descriptive Research:

This is kind of research structure which is concerned with describing the characteristics

of the problem. In this way the main purpose of such a research design is to present a

descriptive picture about the marketing problem on the basis of actual facts. For this it is

important to obtain the complete and actual information about the subjects.

NATURE OF RESEARCH

Quantitative type of research has been used. As all the data was based on numerical

figures obtained in the survey.

TYPE OF QUESTIONS

The questions were self-administered, with a view to obtain maximum information from

the respondent that is why the questions were straightforward.

TYPE OF QUESTIONNAIRE

The entire questionnaire was standardized and formalized.

TYPE OF ANALYSIS

As all the data found in the survey is totally numerically so the type of analysis was

statistical.

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SOURCE OF DATA

PRIMARY DATA

The data which is collected fresh and for the first time and thus happen to be the original

one characteristic is called as the primary data.

SECONDARY DATA

The data which is already collected by someone else and which have been passed through

the statistical process is known as the secondary data.

METHODS OF COLLECTING PRIMARY DATA

Interview Method

In this project I have taken the questionnaire method for collecting necessary

information. In this method a questionnaire is given to the person concerned with

question to answers the question and return the questionnaire.

A questionnaire consists of number of question printed in a definite order on a form or a

set of form.

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SELECTION OF THE SAMPLE/SAMPLING PLAN

This is one of the most important steps of a research design procedure. Generally, in

most of the marketing studies on sample or most of the sub group of the total

population pertaining to the subject is included on the place of the universe.

The following things are primarily considered in the sample:-

Sample size

The sample size of the population was 100 respondents.

Sample Population

A survey of people who either own or plan to purchase tractor and on located in

Lucknow city only.

Sample extent

Mohan lalganj Gosai ganjMalihabadMaalBakshi ka talabItaonja

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Sampling Methods

The sampling method for the survey was random sampling. Random sampling suggest

away of sample selection where in any item of the population is likely to be selected

in a sample as any other item it means that all items of the population have equal

probability of being selected in the sample.

SECONDARY DATA COLLECTION

The report mainly consists of a data from the primary source gathered the schedule of

questions. Questionnaire is the formal tool of asking questions directly from

respondents by which questions are asked. Information about the product is taken

from various sources such as websites, newspapers etc

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Limitations of the Study

Time constraint has prohibited from going deep into the subject.

The information obtained or the collection of data is limited.

The study is purely academic.

Due to time, constraints the study is restrict to Lucknow city only.

Only the customers of Lucknow district were considered as

Respondents.

The survey was conducted in this rural sector of respondents.

The information provided by respondents could be biased.

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Chapter-2

INDUSTRY SCENARIOSHistory of the TractorUses of TractorsRole of Tractors in Indian AgricultureThe Indian Tractor Market

18

INDUSTRY SCENARIOS

The tractor industry in India has developed over the years to become one of the

largest tractor markets in the world. From just about 50,000 units in early eighties the

size of tractor market in the country has grown up to over 200,000 units. Today

industry comprises of 14 players, including 3 MNCs. The opportunities still are huge

considering the low farm mechanization levels in the country, when compared to

other developed

economies across the world. Key concern for the industry is its dependence on

agricultural income in hands of farmers and the state of monsoon. The key players

are Sonalika, John Deer, Mahindra, New Holland etc.

History of the Tractor

The word tractor was derived from the combining parts of the word tractor and motor

and was first noted in a patent issued in USA in 1890. A self-profiled power unit used

to pull 100 to carry and operate till age cultivation harvesting, machinery to provide

power take of or other, power out let a drive stationary and down implements,

machinery as distinguish from tractor to pro puller steam engine tractors.

Tractor was first used during the 1870's these tractors ‘called tractors engine were

large four wheeled machine driven by steam. They provided enough power to pall as

money as 40 plough they were too awkward to be practical. The first tractors in the

since of powered traction vehicles, grew out of the stationary and portable

steam engine operated on farms in 19 the century and used to hour plows by 1890's.

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Uses of Tractors

Following are the uses of tractor.

1. In the field of agriculture tractor have on important role to play in rising

productivity.

2. Tractor is used in the field of transportation. The fertilizers can be carried to

the field & the produce to the market with the help of tractors. It is also for the

purpose of transportation goods from one place to another.

3. Through the use of tractor farm practices were revolutionized & agriculture

crops were increased per hectare. Mechanized farming becomes possible

through the use of tractors.

4. In stone crushers before the blasting of rocks drilling machines are used to

drill the rocks with the help of tractors.

5. Not only has animal power been displaced & human effort reduced

through the use of tractors.

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Role of Tractors in Indian Agriculture

India has always been heavily dependent on agriculture for its economic growth.

It follows that mechanized farming would increase agriculture output in the

given the huge trucks of land which cultivated are would assume that tractors are

sold in a big way in our country.

Indian agriculture is as old as civilization itself & the Indian farmer has the benefit

of a vast past experience the yield of crops in India are very low when compared

to even some of the south east when compared to even some of the south east

Asian countries.

Agriculture forms the backbone of the Indian economy & despite concerted

industrialization in the last four decades; agriculture occupies a place of pride.

Being the largest industry in India, it is the source of livelihood for over

70% of the national income. Its importance in industrial development in the

supply of raw-materials to leading industries like jute, textile, sugar etc, is very

high.

Agriculture increase national income & it helps in industrial development,

agriculture helps for the promotion of international trade & the development

of agriculture is essential for economic growth, the significance of agriculture in

India arises also from the fact that the development in agriculture is an essential

for the development

of the national economics.

Though the experience of Indian farmer the yields crops in India very low when

compare to other countries. For this reasons are quite obviously mono

cropping & repeated use of land without rest is one problem is the efficient use

of good fertilizers expect domestic fertilizers also primitive & traditional, besides

the wooden plough, hoe,

sickle & other old method of practicing agriculture no any mechanical or other

devices are used.

By mechanization of agriculture, we mean the replacement of animal & human

power by machinery & pouching done by tractors. Sowing & putting of fertilizers

by the drill & reaping & thrashing by the combined harvester & so on. The

21

tractors will so be used in transporting crops to markets. By using tractors, crops

can be easily taken.

The Indian Tractor Market

The Indian tractor industry, dominated since time immemorial by a few

known brands, is in the process of a change. A look at the average growth rate

recorded by the tractor industry point towards a general slowdown. The growth rate

for the eight month period April- November 1996 has dropped to 13% from 16%

recoded during the previous year. Among the 3 Indian majors, Mahindra &

Mahindra Tractor &Farm Equipment (TAFE) & Punjab tractors, only M&M has

recorded a marginal drop in market share.

Overall all of them have witnessed increased sales in terms of volume. As for the

others which include the links of Eicher, HMT, ESCORTS etc., there has been steady

Eros the market share. A begin state policy, which provides the buyer subsidies & soft

loans has seen the tractors become a popular substitute for the LCV as utility

vehicle in rural areas. Due to the general slowdown in the growth rate of the

Economy, the industry expects to slow down. The growth rate in tractor

declined from 18.5% in 1994-95 to 17.3% in 1995-96 & 1996-97 (April-Nov).

But there is one company which has defined this entire ‗slowdown‘pattern & is

growing at a steady pace. The co. is Punjab Tractors Ltd. The market share of Punjab

tractors has increased from 11% to 14.9% in 1996-97 (April- December). It overtook

Eicher in 93-94& Farm Equipment (TAPE).

The future of the tractor industry will see a shakeout of sorts. The small players will

either have to survive. According to experts, ten years from now, the market will

stagnate. If at all there is a market that will grow, it will be one for replacements. Till

then Tractor players will continue to trudge along slowly maintaining a 5-6 percent

growth rate.

Hence the performance of the companies, from the automobile industry that have

featured in this year's top50 reveals that though the industry is in the grip of

recession players with very good fundamentals will always continue to reward the

investors.

The Indian tractor industry sold approximately 2.2 lakh tractors between, April

1996&March 1997. On an average the tractor market gas grown by 6% to 7% each

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year since 1993. When the industry was of around 1.4 lakh tractors in all these years

some of the companies had limited production capacities & the customer had to wait

for most popular models. These problems were more acute in the season & often

aggravated by the Short supply of premium models.

However, since October 1996, a distinct change has been observed in the tractor

market. All tractors models, including the so called premium products, are

readily available in the show room. The main reason for this phenomenon is that

all tractor manufacturers have been gradually increasing their production volume

in the last few years and presently the total production capacity of all the

tractor manufacturers has reached approximately 2.7 lakh units. This will ease the

supply position of tractors and in times to come the customer will not have any

waiting period for a tractor.

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Profile of Mahindra & Mahindra Tractors

Mahindra and Mahindra Limited were incorporated on October 2, 1945 as a

private limited company under the Indian Companies Act of 1913 by two

brothers, Mr. J.C. Mahindra and Mr. K.C. Mahindra. It was converted into a

public limited company on June 15, 1955. Mahindra & Mahindra Ltd, one of the

largest private sector companies in India, is the flagship company of the Mahindra

Group. The company commenced

Operations in 1945 to manufacture General Purpose Utility Vehicles and later on

entered into manufacturing of Tractors and Light Commercial Vehicles (LCVs).

Over the years, the company has expanded its operations from automobiles and

tractors to steel, trading and manufacturing of Ash Handling Plants & Traveling

Water Screens. The company is focused to become a world giant in the tractor

business. It has already made its presence felt in countries in Europe, Latin

America, Africa and United States of America.

Mahindra and Mahindra began operations, with assembly of jeeps imported in

semi knocked down (SKD) condition form wills, USA Mahindra and Mahindra

started manufacturing jeep in collaboration with wily overland corporation and

American motor cooperation (now parts of the Chrysler group) in 1954 and

LCVs in 1965.

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Tractor production started in 1965 in a joint venture company with technical

collaboration of international harvester company Chicago, USA. This company

was merged with M and M in 1977. M and M is originally a principal supplier to

the government for defense and

Other departments. M and M has restructured its operations. While the focus is

an automotive and tractor divisions most of the other business including IT,

Infrastructure and financial services have been hired off into new ventures.

Mr. Anand Mahindra is a member of the class of 1977 Harvard College,

Cambridge; mustache sets form where he graduated manger cum laude (high

honors). In 1981 he secured on MBA from the Harvard business school in Boston

after returning the India he joined Mahindra urine steel company ltd.

In 1989 he was appointed president and deputy-managing director of MUSCO. In

April 1997, he moved over to M and M as the deputy- managing director. In April

1997, he was appointed as the managing director by the board of M and M. Mr.

Mahindra was also the co promoter and is the chairman of total Mahindra

finance ltd. Mr. Mahindra writes frequently on business and general economic

subject is leading business and writes frequently on business and general

economic subject is leading business and Business magazines.

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Mahindra Tractor Histories

From army vehicles to farm tractors to major automobile manufacturing,

Mahindra's relationship with American industry goes back quite a few years.

American GI's who served in India during World War II recognize our

parent company, Mahindra &

Mahindra, which in l945 was selected to assemble the famous Willis Jeep.

Following Indian independence in 1947, Mahindra & Mahindra charted a course

of product expansion and globalization. The philosophy led to the company’s

entrance into the worldwide tractor.

In 1962, M&M formed a joint venture with International Harvester to make

tractors carrying the name Mahindra name-plate for the Indian market.

Armed with engineering, tooling and manufacturing know-how gained from this

relationship, M&M-a major auto maker- developed its first tractor, the B-275.

This successor to International Harvester's incredibly popular B-414 is still the

basis for some current Mahindra models.

26

Mahindra & Mahindra began manufacturing tractors in the early 1960s for the Indian

market.  Nearly 50 years later, Mahindra has become one of the top three tractor

companies in the world with annual sales above 150,000 and over 1.6 million tractors

sold to date. Mahindra products are making farms more prosperous in more than forty

countries on six continents. Following the vision of farm-tech prosperity, it has also

expanded into farm-support services, including agri-mechanization solutions under

Mahindra AppliTrac; seeds, crop protection, and market linkages and distribution 

through Mahindra ShubhLabh; and agri-support information and counseling through

the Samriddhi Initiative.

 

Through this network of services, it aims to empower the rural farmer and transform

rural productivity, income, and living standards.  It wants to improve farm lifestyles

by making hard work easier, increasing yields, and increasing returns.  All Mahindra

tractor brands, ranging from the 15 HP engine to 75 HP, have been designed in close

communication with farmers about their day-to-day tractor usage and farming

practices.  Mahindra farm equipment and services provide a comprehensive support

system to help farmers prosper. 

 

Mahindra see a tremendous latent demand for tractors in India.  Less than 10 percent

of all farmers own tractors, and 93 million of 116 million farm plots smaller than five

acres.  Mahindra’s small, low-cost tractors have the potential to revolutionize these

farmers’ productivity and work experience by mechanizing small farms for the first

time, and their larger tractors help farmers continue to grow.  Mahindra has been the

market leader in India for nearly three decades with a market share above 40 percent.

 

This close relationship to Indian agricultural development has given Mahindra

extensive expertise in designing and manufacturing farm equipment in response to

local conditions, enabling them to enter foreign markets across the world.  Today,

Mahindra has footprints in the United States, China, Australia, New Zealand, Africa

(Nigeria, Mali, Chad, Gambia, Angola, Sudan, Ghana, Morocco), Latin America

(Chile, Argentina, Brazil, Venezuela, Central America and the Caribbean), South Asia

(Sri Lanka, Bangladesh, Nepal), the Middle East (Iran, Syria) and Eastern Europe

(Serbia, Turkey, Macedonia).  It has a customer base of 1.45 million—and growing.

27

28

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About Mahindra Group

Founded in 1945 as a steel trading company, it entered automotive manufacturing in

1947 to bring the iconic Willys Jeep onto Indian roads.  Over the years, it has

diversified into many new businesses in order to better meet the needs of its

customers.  It follows a unique business model of creating empowered companies that

enjoy the best of entrepreneurial independence and Group-wide synergies.  This

principle has led its growth into a US $12.5 billion multinational group with more

than 119,900 employees in over 100 countries across the globe.

 

Today, its operations span 18 key industries that form the foundation of every modern

economy: aerospace, aftermarket, agribusiness, automotive, components, construction

equipment, consulting services, defense, energy, farm equipment, finance and

insurance, industrial equipment, information technology, leisure and hospitality,

logistics, real estate, retail, and two wheelers.

30

 

31

32

Leadership

The company has always believed that ethics and good governance

coupled with vision and grit are fundamental to being a successful business,

and its leadership team embodies these beliefs.

Keshub Mahindra

Chairman-Mahindra & Mahindra

For over five decades, Keshub Mahindra has enabled Mahindra and its

people to rise.  He joined Mahindra & Mahindra in 1947 and became

Chairman in 1963.  He continues to be involved with the day-to-day activities

of the company today and has literally been the backbone of the company. 

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Anand Mahindra

Vice chairman& Managing Director –M & M

Anand Mahindra started off at Mahindra in 1981 when he joined Mahindra

Ugine Steel Co (MUSCO), a major producer of specialty steels, as Executive

Assistant to the Finance Director.  In 1989, he was appointed President and

Deputy Managing Director of the company.

 

While at MUSCO, Anand spearheaded Mahindra’s growth and diversification

into new business areas like real estate and hospitality management.  In

1991, he was appointed Deputy Managing Director of Mahindra & Mahindra,

the country’s leading producer of tractors and off-road vehicles.  He initiated a

comprehensive change program to make the company an efficient and

aggressive competitor in the new liberalized economic environment in India. 

In 1997, he was promoted to Managing Director, and in 2003 he also became

Vice Chairman.

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The group executive board (GEB)

The Group Executive Board (GEB) Made up of people from all segments of industry, the GEB explores synergies between all its businesses to unite its goals and forge strategic plans.

Anita Arjundas CEO – Real Estate Sector and Managing Director, Mahindra Lifespace Developers

 Zhooben Bhiwandiwala Executive Vice President & Managing Partner – Mahindra Partners Division

          

Bharat Doshi Executive Director & Group CFO

 Rajeev Dubey President – Group HR & Aftermarket Sector, Mahindra & Mahindra

          Pawan Goenka President – Automotive & Farm Equipment Sectors

 C.P. Gurnani Chief Executive Officer – Mahindra Satyam

          Ruzbeh Irani Executive Vice President – Corporate Strategy & Chief Brand Officer, Mahindra Group

 Ramesh Iyer Managing Director – Mahindra & Mahindra Financial Services

          

Rajesh Jejurikar Chief Executive – Automotive Division

 Romesh Kaul Global CEO – Gears Business, Systech Sector

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          Harsh Kumar Managing Director – Mahindra Intertrade & Mahindra Steel Service Centre

 Hemant Luthra President – Systech Sector

          Anand Mahindra Vice Chairman & Managing Director – Mahindra & Mahindra

 Anoop Mathur President – Two Wheeler Sector

          Bishwambhar Mishra Chief Executive - Tractor & Farm Mechanization, Farm Equipment Sector

 V.S. Parthasarathy Group CIO, Executive Vice President - Finance, M&A

          Uday Phadke President – Finance, Legal & Financial Services Sector

 Rajiv Sawhney CEO, Mahindra Holidays & Resorts India Ltd.

          Pravin Shah Chief Executive – International Operations, Automotive & Farm Equipment Sectors

 S.P. Shukla Special Group Projects, Member of the Group Executive Board

          Rajan Wadhera Chief Executive —Technology, Product Development and Sourcing, Automotive & Farm Equipment Sectors

 Ulhas Yargop President — Information Technology Sector & CTO, Mahindra Group

     

GUIDING PRINCIPLE

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BRAND

Since 1945, The Company has been built around the core

idea that people will succeed if they are just given the

opportunity. Employees across the Group constantly challenge conventional

thinking to create solutions that make a significant difference in the lives of

customers.  That is why everything Company build—be it a tractor, financial

service, solar-powered lamp, or software—is designed to empower you to

reach your potential.  

 

Internally, Company follow three basic tenets—accepting no limits,

thinking alternatively, and driving positive change in

everything it does.  These brand pillars guide all actions of company and

business decisions from deciding whether to enter a new field or planning a

portfolio of services.

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Accepting No Limits-

Company accept no limits, and ask the same of everyone else.  In return,

it works relentlessly to provide the tools, information, and inspiration to push

past limitations and comfort zones.

 

This challenger spirit galvanized it to meet the oil crisis in the 1970s by re-

engineering its fuel-efficient tractor engines for utility vehicles.  It led the

company to take on the challenge of designing the Scorpio utility vehicle at a

cost that many industry experts thought was impossibly low.  Company has

created completely new business models to enter areas others had written off

or ignored, like its leading hospitality business and its rural financial services.

And company just registered its highest ever profits despite the worst global

recession since the Great Depression.

 This determination influences every aspect of its culture and its employees.

As a result, each Mahindra business constantly pushes the envelope and

raises the bar as it strive to deliver better value to its customers.

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Alternative Thinking-

Alternative thinking means solving problems in ways no

one has thought of before, by using fewer resources and entering markets

thought to be unreachable.

 

Take the Scorpio for example—Company developed its best-in-class utility

vehicle from the ground up using a process that put drivers’ needs first. its

Energy Solutions help businesses keep going when everyone else’s lights go

out. Company builds two wheelers that provide affordable mobility solutions to

more people.  And its extensive array of innovative IT services are increasing

productivity at some of the world’s leading companies.

 

Thinking alternatively isn’t always easy, but it’s always worth it.

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Driving positive change-

Mahindra is a business with a conscience.  Every product Mahindra

make and each market Mahindra explore must make sound economic sense,

but it just so happens that smart business decisions are often good for people

and communities as well.

 

Mahindra strive to spread positive impact through its products and services by

greening its manufacturing process and by being a good employer.  Mahindra

want to be counted among the global companies that make incredible

products and services, but it also wishes to be recognized for creating a better

world.

 

From building green homes with the most eco-friendly materials to providing

loans to rural entrepreneurs, from designing goods carriers that run on

compressed natural gas (CNG) to offering educational programs and

supporting Indian theater, Mahindra strive to make a positive impact on all the

lives it touches.

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Purpose & Values

Motivation to give best every day comes from its core

purpose: Mahindra will challenge conventional thinking and innovatively use

its all resources to drive positive change in the lives of its stakeholders and

communities across the world—to enable them to Rise. 

 

Its products and services support its customers’ ambitions to improve their

living standards; its responsible business practices positively engage the

communities it joins through employment, education, and outreach; and its

commitment to sustainable business is bringing green technology and

awareness into the mainstream through its products, services, and light-

footprint manufacturing processes.

 

This commitment to sustainability—social, economic, and environmental—

rests upon a set of core values.  They are an amalgamation of what it has

been, what it is, and what it wants to be.  These values are the compass that

guides its actions, both personal and corporate.  They are:

 

41

Good corporate citizenship

Mahindra will continue to seek long-term success in alignment with the needs

of the communities it serves.  It will do this without compromising on ethical

business standards.

 

Professionalism

 

Mahindra has always sought the best people for the job and given them the

freedom and the opportunity to grow.  It will continue to do so.  It will support

innovation and well-reasoned risk taking, but will demand performance.

 

Customer first

Mahindra exist and prosper only because of the customer.  It will respond to

the changing needs and expectations of it customers speedily, courteously

and effectively.

 

Quality focus

Quality is the key to delivering value for money to its customers.  It will make

quality a driving value in its work, in its products and in its interactions with

others.  It will do it 'First Time Right.'

 

Dignity of the individual

Mahindra will value individual dignity, uphold the right to express

disagreement and respect the time and efforts of others.  Through its actions,

it will nurture fairness, trust, and transparency.

42

Mahindra Yuvraj 215

43

Mahindra & Mahindra recently launched its 15HP tractor called Yuvraj

215 priced at Rs 185215. Targeting the small and marginal farmer

with an average landholding of two to five acres of land.

ENGINE:

Engine Hp 15HP

No. of cylinder 1 cylinder

Power (Displacement) 863.4 CC

Rated RPM 2300 rpm

Air cleaner wet type

Cooling Water-cooled

Emission BS iii

Transmission:

Types Sliding mash

No. of speed 6 Forward, 3 rivers

Maximum speed 25.62 Km / Hr

Maximum reverse speed 5.51 Km / Hr

Brakes Dry Disk brakes

Clutch Type Single plate dry type

Hydraulics:

44

Types Live Addc

Hydraulic on standard frame 450 Kg

Pump Type Gear Pump

Power:

Transmission oil 15-letter common with hydraulics

Fuel tank capacity 23 Letter

Cooling system 2.5 letter

Engine pump 1.5letter / 2.5 letter

Steering box 0.325 letter

Tractor Details:

Size of front wheel 5.20 X 14.8 pr

Size of back wheel 8.00 X 18.6 pr

Wheel base 1485 mm

Front wheel track 903 mm

Back wheel track 1003 mm

Weight of Tractor 780 kg

Turning radios with brake 2.4 mm

Turning radios without brake 2.6 mm

Ground clearance 260 mm

Electrics:

45

Start Motor pre engorging

Alternate 12 V, 43 AMP-inbuilt railulater

Battery Power 12 v, 50 Ah, 20 Hours on discharge rate

Speed chart:

Gear Speed In Km / Hr

LT 2.04

L2 3.9

L3 5.79

H1 9.05

H2 17.24

H3 25.62

R1 1.95

R2 3.71

R3 5.51

46

Chapter-3

Definition of PROMOTION

COMPONANTS OF PROMOTION

ADVERTISING:SALES PROMOTION:

PERSONAL SELLING DIRECT MARKETING:

PUBLIC RELATIONS:

THEORETICAL FRAMEWORK

PROMOTION

47

Promotion is an attempt to influence. More specifically, PROMOTION is the element

in an organization’s marketing mix that serves to inform, persuade and remind the

market of a product and/or the organization selling it, in hopes of influencing the

recipient’s feelings, beliefs, or behavior. Out of 4 Ps of marketing i.e. product, price,

place, and promotion, the most important role is of 4th P i.e. promotion

.

ROLE OF PROMOTION IN MARKETING

Promotions help marketers to communicate information to potential

customers. This information could be about the product’s Existence

(Awareness), value and benefits offered by products.

A well designed promotion mix is extremely crucial for brand building and

positioning. In fact communication or promotional mix is at the centre stage in

brand positioning and Brand building activities.

The promotional mix or marketing communication helps marketers to attract,

persuade, urge and remind customers of the company’s brand.

Effective promotions prove helpful in product differentiation and also help to

counter competition.

48

COMPONANTS OF PROMOTION

There are five components of promotions: Advertising, Sale promotion, Personal selling,

direct marketing, Public relations. Each has distinct features that determine in what

situation it will be most effective.

1. ADVERTISING:

“It is any paid form of non-personal presentation and promotion of ideas, goods, and

services by an identified sponsor”. The most familiar forms of advertisements are found

in the broadcast (TV and RADIO) and print (Newspaper and Magazines) media.

However, there are many other advertising alternatives, from direct mail to billboards and

the telephone directory to yellow pages. Advertising is often termed as pull strategy. In

pull strategy the goal is to get consumers to pull the product in the supply chain by

demanding it.

MAJOR ADVERTISING DECISIONS

While setting up an advertising plan, following decisions are required to be taken.

Identify the target audience

Set the advertising objectives

Determine the advertising budget

Design the message

Evaluate and select media

Create an advertisement

Measure the impact.

49

TYPES OF ADVERTISEMENT

MEDIUMS OF ADVERTISING

Newspapers

Television

Radio

Magazines

Direct mail

Outdoor advertisings.

2. SALES PROMOTION:

Just as Advertising is known as „Pull‟ strategy, Sales

Promotion is known as „Push‟ strategy. This promotional

technique can be defined as “short-time incentive to the

customer to buy a product”.

According to Philip kotler; “Sales Promotion consists of a

diverse collection of incentives tools, mostly short term

designed to stimulate quicker or greater purchase of a

particular product or services by consumers or the trade”.

The free gifts-offers, discounts, coupons, lucky draws, etc.,

are some of the ways used in sales promotion.

50

SALES PROMOTION TOOLS

Consumer promotion:

The consumer promotion directed at Consumers. It includes

Samples, Price off, free gifts, Cash refund offers, premiums,

prizes, warranties, cross promotion, point of purchase.

Consumer’s promotion is to create Consumer pool for the

brand.

The objective behind the several Consumer promotion

programs of different organizations is:

To generate consumer interest, this should lead to trial.

Increase the rate of purchase.

Generate inquires from the target, consumer group etc.

Trade promotion:

The trade promotions directed to the members of distribution

channel. It includes advertising, Display Allowances. The

Prime objective is to push the product through the marketing,

intermediates and to get them to market the product

aggressively.

Other objectives are:

Encouraging trade to invest built inventory.

Getting trade’s co-operation in production.

51

Business and sales promotion:

It includes trades shows and conventions, contents for sales

promotion representatives and for special advertising.

Although sales promotion tools are highly divers but they all

offer three distinctive benefits:

Communication

Incentive

Invitation.

3. PERSONAL SELLING:

The importance of personal selling is pretty evident as this is

the only marketing activity that directly results into Revenue

earning as its outcome. The simplest definition of personal

selling is-“selling that involves face- to-face interaction

between the sales person and prospective customer.”

There are certain products, which need demonstration or

explanations. Personal selling is most effective in promoting

such products.

Advantages of personal selling:

There is a personal touch and with trained salesman,

the customer can feel important and gives full

52

attention to the product detailing.

Demonstration of the product features and product

working helps in better product awareness and

acceptance by consumers.

Consumer’s queries and apprehensions can be

effectively answered.

Follow–up action and persuasion are possible.

4. DIRECT MARKETING:

The Direct Marketing association defines Direct Marketing as

follows: “Direct Marketing is an interactive marketing system

that uses one or more advertising media to affect a measurable

response and or transaction at any location”. This definition

makes it clear that direct marketing is directly from the

company to the customer and there is no intermediary

(retailer, whole seller etc.) involved in between.

Various forms of direct marketing:

Direct mail

Telemarketing

Email Marketing

Couponing

Direct response television marketing

Direct selling.

53

5. PUBLIC RELATIONS:

Public relations are defined as deserving, acquiring and retaining a favorable reputation

in the market place. Public relations function aims at creating maintaining favorable

public opinion about company’s products, people, policies and plans.

Public relations are defined as “any group that has an actual or potential interest or

impact on company’s ability to achieve its objectives”. The public relations do not

directly help promoting the product but can make product or policy acceptance by the

public easy by generating a favorable image about the company.

PUBLIC RELATIONS IS USEFUL IN

Acceptance of a company’s as a specialist in a product group.

Acceptance of company’s policies regarding its employees, dealers, consumers

etc.

Attracting capital and man-power.

Acceptance of new product and new brand.

Chapter - 5

Target & Task

Basic objective of the project is to create awareness about Yuvraj215 & and increase the penetration of product In Lucknow district.

Profile of Lucknow district:

Lucknow district comprises of 4 tehsil 8 blocks.

Tehsil Block

Lucknow Kakori

Lucknow Sarojninagar

Bakshi ka Talab BKT

Bakshi ka Talab Cinhat

Malihabad Malihabad

Malihabad Mal

Mohanlalganj Gosaiganj

Mohanlalganj Mohanlalganj

Tractor users: Tractor using customers can be broadly classified into farmers, contractors, brick kiln owners, small manufacturers & traders etc

Actions Planned:

Project is planned for 46 days in Lucknow district. For 3 Tehsil specific actions have been planned to achieve the end result.

Places No. of days Allocated Actions Planned-

AwarenessMohanlalganj 15 Awareness creation and

enquiry generation through displaying the product Yuvraj215 in cattle market and weekly Bazaars identified (Ek Mahindra outlets) One to one customer meet

Malihabad 15 Meeting prdhans to identify potential customer for Yuvraj215

One to one product pitching to mango orchard owners

Bakshi ka Talab 10 Product pitching to farm house owners One to one product pitching to Traders through presentation & demo of Yuvraj215

Amausi industrial area , Chinhat & other loacations

6 Visiting various resorts , industries & Mils to explore new market for Yuvraj 215

Our Tasks at a glance

Camping

The basic idea to promote the Yuvraj 215 in rural market is camping at cattle market and

weekly Bazaars identified (Ek Mahindra outlets), because this is one of the best &

cheapest way to promote the product. we performed camping at cattle market ,where

people get together to buy bullock for faming . the selection of the location was best to

promote Yuvraj 215 . when people saw the tractor they got attracted by it’s small size but

it also created a lot of question in their mind.

Commonly asked question by customers

Basic product specification?

Is it suitable for farming?

Does it can really work with Rotavator?

Size of cultivator?

Fuel consumption?

Task of campaigning Performed in Mohanlal Ganj

Date Time Place24 / 6 / 2011 9:30 to 5:30 pm Khajoli (weekly market)26 / 6 / 2011 9:30 to 5:30 pm Telibagh (weekly bazzar)27 / 6 / 2011 9:30 to 5:30 pm Gosaiganj (cattle market)

Task of campaigning Performed in Malihabad

Date Time Place12 / 7 / 2011 9:30 to 5:30 pm Maal14 / 7 / 2011 9:30 to 5:30 pm Malihabad19 / 7 / 2011 9:30 to 5:30 pm Munshiganj

Task of campaigning Performed in Bakhshi ka talab

Date Time Place22 / 7 / 2011 9:30 to 5:30 pm Bkt23 / 7 / 2011 9:30 to 5:30 pm Itaonja28 / 7 / 2011 9:30 to 5:30 pm Ahmadpur Kheda

One to one customer meet

Personal selling is another form of promotional method most commonly used

by salespersons. This form of selling requires personal contact therefore it is usually

carried out through face to face meetings, telephone, video conferencing, etc.

Personal selling has a key advantage over other promotional method as it relies on a

two-way communication. Here the sales person is getting an immediate feedback

from his customer. He is getting the opportunity to clarify his client's doubts or

concerns regarding the product.

A promotional offer on radio or T.V may leave many questions unanswered. A sales

person's common task is to make his potential customers aware of the new product.

List of farmers we met

Name Contact No. Village DistrictGrija Shankar 9935390924 Gaura LucknowReena singh 9794008715 Nadauli LucknowDesh Raj Rawat 9936476857 Purhiya LucknowBal Govind 9670603064 Gadiyana LucknowMunna Prdhan 9935432819 Mujasa LucknowAkram ------------- Mujasa LucknowMohd Rafi Mujasa LucknowRawat Nasri 9956844356Hasnain Ali 9918941987 Munshiganj LucknowSusheel Kumar Yadav

9935575024 Munshiganj Lucknow

Haroon 9838819284 Sahila mau LucknowShbana 9935298835 Dhirwan LucknowRam Naraish Sharma 9956620961 Raipur Raja LucknowJai devi verma 9651116100 Chandpur LucknowParbhu Dayal 9936191948 Hariharpur LucknowRajaram Verma 9450451082 Shair pur lawal LucknowRam gopal 9721102460 Dhirwan LucknowHarish cahndra 8808598479 Dhirwan LucknowVijay singh 9935856445 Gopra mau LucknowAbdul qadir Munshiganj LucknowKuldeep singhKunwar Bhupendr singh

Maal Lucknow

List of traders

Name Contact No. Address

Yadav traders 9005145854 Near sms college Gosaiganj Lucknow

Tushar traders 9795711848 Sultanpur Road Gosaiganj LucknowJaimamtadevi traders 9935517810 Sultan pur road LucknowUttam traders 9695595309 Sultan pur road LucknowSingh Traders Sitapur road LucknowVerma Traders 9415515641 Sitapur road LucknowVirendr traders Sitapur road LucknowAnjani traders 9005229920 Arjunpur Itonja LucknowYadav traders 9956943201 Sitapur road LucknowVijay traders 9415579200 Bkt Sitapur road LucknowAgrwaal iron 9335917281 Muhibullahpur Sitapur road

LucknowYadav traders 9935364554 Kanpur road Sarojni Nagar

LucknowJaya traders 9839911255 Kanpur road Sarojni Nagar

LucknowChaurasiya traders 8009276172 Kanpur road Sarojni Nagar

LucknowJyoti traders 9415541736 Kanpur road Sarojni Nagar

LucknowKamla hardware 9935482890 Kanpur road Sarojni Nagar

LucknowJaima kushmanda traders co.

9956702216 Kanpur road Near Amausi airport Lucknow

Kuldeep Traders 9935037796 Gehtaun Malihabad LucknowMunna pardhan 9935432819 Mujasa Malihabad LucknowRawat nasri 9956844356 Tikna Kheda Mal LucknowRam chandra 8853766017 Chaurasi gosaiganj LucknowAbdullah traders 9838781645 Paikra mau Kursi road LucknowZaid Timbers 9565331951 Paikra mau Kursi road LucknowZam Zam traders 9839402080 Near Behta bazaar Sitapur road

LucknowMueed trders 9919876863 Near Behta bazaar Sitapur road

LucknowAmina traders 9534833717 Paikra Mau Sitapur road LucknowList of Industries & Resorts

Industry Name Name Address Contact No.Awadh Rubber Rohit

shrivastavAmausi industrial area

2436219

Nadarganj LKOTelecom infrastructure Raajeev

KumarAmausi industrial area Nadarganj LKO

9559993746

Daal mil D.N. Agrwaal

Amausi industrial area Nadarganj LKO

27436033

Dal mi Anil singh Amausi industrial area Nadarganj LKO

9415403794

United Steel Arjun singh

Amausi industrial area Nadarganj LKO

9795349863

Pioneer Trans energy ltd Dileep Amausi industrial area Nadarganj LKO

9336747586

Malook chand textile Akhilesh Amausi industrial area Nadarganj LKO

------------------

Blue bird Garg Mohan laganj ---------------Chinmay Resort Uttam

singhSultanpur road ----------------

Jalsa Resort Sunil singh Sultanpur road ----------------Jaypee cement dealer Birjesh

kumarKanpur road lko 8004512233

Saxena catters Atul singh Aminabad near Rajdhani hotel

9721264513

Khanna tent house Deepak jaiswal

Lal kuan guru govind singh marg

9415795550

Do you own a tractor?

Respondent reviews

Yes 17%

No 83%

Interpretation:

According to the survey 83 %, respondents do not own the tractor while 17 % respondents own the tractor.

If yes, which tractor do you own?

Respondent's Reviews

37%

24%

20%

12%7%

Mahindra

Eicher

Swaraj

Escort

Others

Interpretation:

According to the survey of the project I studied that 37 % of the peoples Own Mahindra Tractors , 24 % of peoples own Eicher ,20 % of peoples own Swaraj , 12 % own Escort & only 7 % of the peoples own others .

How much land do you own?

16%

34%37%

13%

0%

5%

10%

15%

20%

25%

30%

35%

40%

0 - 5 Acres 5 - 10 Acres 10 - 15Acres

15 & Above

Respondent's Reviews

Interpretation:

According to the survey of the project I studied that the 37 % of the respondents

have 10-15 acres of land, 34 % of the respondent have 5-10 acres of land , 16 % of

the respondent have 0 – 5 acres of land & 13 % of the respondent have 15acres &

above of land .

What do you use for farming?

Interpretation:

According to the survey of the project, I studied that 58% of respondent use tractor

on rent for farming, 18% of respondent use bullock, 17 % of respondent use their

own tractor & 7 % use other conventional method

How much cost do you incur on that?

Interpretation:

According to the survey of the project I studied that 34 % of respondent Have to

incur (20 – 40 ) Thousand rupees on farming, 28 % of respondent have to incur (0

– 20 ) thousand rupees,18 % of the respondent have to incur ( 40 – 60 ) thousand

rupees while 9 % of respondent have to spend 60 & more than 60 thousand rupees

Are you planning to buy a new tractor?

Respondent's Reviews

Yes 55%

No 45% YesNo

Interpretation:

According to the survey of the project, I studied that 55 % of respondent would like

to buy a new tractor while others were not interested in buying new tractor

If yes, which tractor would you like to buy?

Respondent's Reviews

Mahindra47%

Eicher22%

Swaraj14%

Escort12%

Other5%

Mahindra

Eicher

Swaraj

Escort

Other

Interpretation:

According to the survey of the project, I studied that 47 % of the respondents said

that they would like to buy Mahindra tractor, 22 % of respondent would like to buy

Eicher,

14% of respondent would like to buy Swaraj, 12 % of respondent say that they

would buy Escort & 5 % of respondent are interested in buying other.

What are the most important attributes you consider while purchasing the tractor?

Interpretation:

According to the survey and the data collected 35% of respondent give the

preference to performance while buying tractor, 28 % give preference to fuel

efficiency, 13% consider initial price , 12 % financial facility & 4 % of respondent

give preference to other features.

Do you know about Mahindra tractor?

Respondent's Reviews

Yes 98%

No 2%

YesNo

Interpretation:

According to the data, collected most of the respondent says that they know about

Mahindra tractors.

Do you know about Mahindra YuVraj-215?

Interpretation:

According to the survey of the project, I studied that 77 % of respondent do not

know about Yuvraj-215 while 23 % of respondent have knowledge about Yuvraj-

215.

If No, Would you like to know about it?

Interpretation:

According to the survey of the project, I studied that 86 % of respondent show their

interest in the product.

Does the Promotion help in better product awareness?

INTERPRETATION:

According to the survey of the project I studied that most of the respondents said

that the promotion is helpful in better product awareness.94% of the respondents

are agree with this and 6% don’t think so.

Whether Promotional activity Profitable/ beneficial to you?

INTERPRETATION:

According to the survey and the data collected, it is seen that most of the

respondents think that the promotional activity is profitable/beneficial to them.96 %

of the respondents are agreeing with that and 4% are not thinking so.

Have you ever purchased anything during or after the promotion?

INTERPRETATION:

According to the survey and the data collected, it is seen that most of the

respondents are not always but sometime purchased during and after the

promotion. Only 17% of the respondents purchase always during or after the

promotion, and 74% sometime purchased and 9% never purchased.

What type of promotional activity attracts you more & required by company?

INTERPRETATION:

According to the survey and the data collected it is seen that most of the respondent

thinks that, the discounts and advertisements attract them more and required by

company.

42% discounts, Advertisement (paper, TV) 39%, gifts/lucky draws 24%,canopy&

road shows 16% and broacher distribution 7%.

Have you ever ignored the promotional activity?

INTERPRETATION: According to the survey and the data collected it is seen that the most of the

respondents never ignore the promotional activities, 48% never ignored, 34%

ignored sometime because of not time or in hurry and 17% always ignored.

What is your opinion towards “less promotion more discount?”

INTERPRETATION: According to the survey and the data collected, it is seen that most of the

respondents agree with “less promotion and more discount”.54% agree with that,

24% are strongly agree, 16% are disagree and 6% strongly disagree.

FINDINGS

Through this project, I got the knowledge about tractor industry & major player of

this industry, I also come to know about the rural market of Lucknow , Sales

Promotion, Consumer behavior, making of new customers and handling of old

customers and Selling & marketing Concepts at Lucknow city.

Mahindra & Mahindra is number tractor company in India from 28 Years.

Mahindra Tractor is well-settled brand in the mind of customer.

Mahindra Yuvraj-215 is first 15 HP tractors in the market.

Mahindra Yuvraj-215 has no competitor in the tractor market.

Mahindra Yuvraj-215 is available at cheapest price of 1, 85,215.

Before the use of promotional tools, the publics did not know the product

Mahindra Yuvraj-215 but after the use of promotional tools, the products

got good exposure in the market.

The reason for low sales of the products was lack of promotional activities

due to this

Most of the public was not aware of Yuvraj-215

After using promotional tools, I found that the prescription rate of Yuvraj-

215 was increased to a considerable extent.

Maximum customers first see the Performance, fuel efficiency & affordable

price of the product

Camping is one of the best & cheapest promotional tool to promote the

product in rural market.

CONCLUSION

The sample size of my survey was 100. I have tried my best to get the

maximum out of survey. After analyzing the result of my questionnaire, I

have arrived to the conclusion, which is as follows:

Mahindra & Mahindra has successfully achieved their objective of getting

the potential customers of Yuvraj-215 through promotional activities and

also to boost the sale..

The promotional activity was helpful to know the customer’s perception

towards Yuvraj-215 by getting information from promotion.

Regular use of promotional tools is necessary for giving more exposure to the

product in the market.

The customers came to know about Mahindra yuvraj-215 & its application

and its benefits through promotional activities which seemed to be the key

factor to achieve the prospective customers.

The company also should try to give live demonstration of Yuvraj-215 for

getting more publicity and positive response.

According to Survey, I found that the position of Mahindra tractor is

number one in the market.

According to the survey, most of the customer has doubt about the working

of Yuvraj-215 because of its small size

The company should also provide more incentives to sales person to boost up

it’s sales

Chapter 8

BIBLIOGRAPHY

MARKETING MANAGEMENT----PHILIP KOTLER

MARKETING RESEARCH-----------DILIP SARWATE

WEBLIOGRAPHY

www.google. com www.mahindra .com www.mahindra tractors.com. www.wikipedia .com.

Company booklets, pamphlet, Brochures.