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The project aimed at finding the Marketing Strategy. The sample size was 100.
Personal visits were made to the customers and the data was collected in the form of
questionnaire. After the survey was completed this was first sorted, and then analyzed on
different parameters. It is observed that most of the customers are satisfied with the pre
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and post sales service. It is also found that the customers give priority to the effectiveness
of product.
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2.1 OBJECTIVES OF PROJECT
Bahubali’s Product.
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2.2 SCOPE OF THE PROJECT
4. To understand the needs and preferences of Customer and find out the
Marketing strategy.
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INDUSTRY PROFILE
India’s agricultural sector is one of the most significant components of the
country’s economy, though its share in the GDP has been decreasing over the years.
Nearly 60 per cent of India’s population is dependent on agriculture for its livelihood.
Performance of the agricultural sector continues to have a crucial impact on the prices of
essential goods and market demand for various consumer products.
Assam is one of the under developed regions of the country. Like in other sectors,
the state is also lagging behind in the agricultural sector. Though Assam is gifted by
enormous natural resources and crop production is the major agricultural activity here,
but these resources are not being fully utilized due to inadequacy of critical farm inputs.
This has resulted lower level of production and productivity in Assam. This has been
reported several times in the past.
Farm power is one of the critical inputs. In terms of total power availability,
Assam has 0.56 kW/ha as against 2.96 kW/ha for Punjab as well as 1.02 kW/ha for India
as a whole (Table 1). The tractor population in Assam is only 2 per thousand hectares as
against 82.5 per thousand hectares for Punjab. The figure for India is 12.2 per thousand
hectares. Animal source of farm power, which has limited capacity, still dominates the
agricultural of Assam.
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Mechanization of agriculture has been growing
Agricultural Mechanization
Definition
Reduce drudgery.
Like the variations in other sectors, there exist distinct regional variations of
agricultural mechanization amongst the states of India. However, barring few states
including the NE states, the progress of farm mechanization in India could be divided
into three distinct phases. These are: Pre-Green Revolution Era (1947-1965); Green
Revolution Era (1965-1975) and Post-Green Revolution Era (1975 onwards).The increase
in land productivity is attributed to inputs of quality seeds, chemical fertilizer and never
the less farm implements and mechanical power.
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Over the years, the share of human and animal power in agriculture has reduced
drastically, paving the way for a variety of equipment to emerge. Many of these are
driven by tractors, diesel engines or tillers. Several of the traditional processes agriculture
has been transformed with the advent of mechanization.
For example
There has been an increasing trend of migration of rural population to urban areas,
to seek better job opportunities and lifestyles. This is primarily due to improvement in
income levels and quality of life in cities, enabled by the boom in services and
manufacturing sectors. As a result, the number of agricultural workers has been
declining, and it is expected that the percentage of population involved in agriculture will
come down from the present 60 per cent to close to 40 per cent by 2020. The decrease in
number of manual workers has necessitated the move towards increased mechanization.
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As a result of these trends, the domestic market for agricultural equipment in
India has been growing steadily.
Assistance in the form of subsidy at the rate of 25 per cent of the cost with
permissible ceiling limits is made available to the farmers for the purchase of agricultural
equipment including hand tools, bullock-drawn/power-driven implements, planting,
reaping, harvesting and threshing equipment, tractors, power-tillers and other specialized
agricultural machines under the centrally sponsored scheme of Macro Management of
Agriculture.
Several state governments also support the sector through subsidies in different
forms. Andhra Pradesh, Karnataka and Bihar had the highest outlays for farm subsidies in
the period 2003-07.
This is another factor that determines the purchase of agricultural machinery. The
investment in productivity enhancing goods is proportional to the predictable returns the
farm produce would fetch, which in turn is influenced by the demand for the commodity
in the global market. Punjab and Haryana meet the above criteria largely due to the
presence of consolidated wheat farms and due to the emergence of corporate participation
in the process of agriculture through promotion of contract farming and sourcing.
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As per the Livestock Census 2003, Andhra Pradesh, Karnataka, Madhya Pradesh
and Tamil Nadu were the fastest in adopting automation solutions; however, the market
in some of these states is yet to evolve in terms of scale.
Selection of machinery
o Size
o Make
o Lubrication
o Rust prevention
o Tightening of nut-bolts
o Cooling
Economic analysis
o Cost per unit of work
o Depreciation
o Interest on investment
o Insurances
o Taxes
o Housing
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o Repair and maintenance cost
o Fuel cost
o Lubrication cost
o Labour cost
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COMPANY PROFILE
The Bhansali Trailors Pvt.Ltd. was established in 1968 by Dhanraj Bhansali. As
a Tractor dealer. But their continuous interaction with the consumer they gathered the
confidence and relevant technological knowledge that helped to them for start their Own
manufacturing unit in 1996 with the market brand of ‘‘BAHUBALI’’.
They are continuously focused on customers’ satisfaction. They take pride of their
workers who are highly skilled and sincere.
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MEMBERSHIP WITH OTHER ORGANISATION
PROGRESS CHART
They have humble beginnings and has been learn through Experience With in
very short span they not only established as a leader in the field of Agricultural
Equipment’s .But has also grown at a dizzying pace.
COMPANY INFRASTRUCTURE
List of Machineries
They possess three high-tech manufacturing units that are spread over a sprawling
area of 100000 square feet. They possess all the requisite machineries and equipment in
the latest models, which enables us in meeting the delivery deadlines and attain higher
client satisfaction.
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SOME OF THE MACHINERIES ARE;
TABLE NO- 4.1.1
3. Lathe Machine
8. Press Machine
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BUSINESS MISSION
To Built
Dedicated To
GRAPH NO 4.1.A
2004-2005
2005-2006
2006-2007
2007-2008
2008-2009
2009-2010
2010-2011
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QUALITY POLICY
The company being ISO 9001-2000 certified operates with set manufacturing
standard, & they operates on following standard
DESIGNING
TESTING
BATCH PRODUCTION UNDER SUPERVISION OF DESIGNING
PERSON
IMPLEMENTATION OF PRODUCTS ON PRODUCTION LINE
They will strive to deliver agricultural and farm machinery products to meet and
exceed customer expectations of quality, delivery and cost .they will continuously
improve their systems and process .This policy shall be deployed through
ASSOCIATED COMPANYS
Mahindra & Mahindra Ltd.
Punjab Tractors Ltd.
Escort Ltd.
International Tractor Ltd. &
Big Export House and overseas customers.
John Deer
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EXPORTING COUNTRIES
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QUICK FACTS
COUNTRY India
WEB. www.bhansalitrailors.in
www.bhansalitrailors.com
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ORGANIZATION STRUCTURE
BOARD OF DIRECTIOR
DESIGNATION NAME
MARKETING
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DESIGN MANUFACTURING AND CAPABILITIES
The company manufactures the entire product through a perfect production line.
The design of the implement is done with Auto Cad and Solid Edge software by the
experienced designer and the testing model is implemented, after testing and some
development is made, if needed.
The inspection of tested model carried by responsible personnel .The final design
put then in to the production line, accomplished by skilled workers.
They believes that quality must be built into all the company’s processes;
beginning from the procurement of raw material, production processes, performance
testing right up to the finished product. Raw material is accepted with its testing report.
Along with these stringent quality measures, spot checks of the products in various stages
of production through gauge control and finally pre-dispatch inspection (PDI) on the
finished product leave very little to chance.
Working diligently towards achieving high quality standards are we most vital
assets –its employees. Their enthusiasm and vigor finds reflection in the company’s
exemplary performance .They ensure that all ISO 9001-2000 standards and norms are
adhered to and specific customers expectations fulfilled. Any rejection or delay is viewed
as personal setback by the employees making them rare occurrences in our history.
They make all our efforts to ensure that the right product, at the right time, of the
right quality & also right cost (price) is delivered at the right place.
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4.2 PRODUCT PROFIL
Harrow Without /
With Rear Tyre.
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1) TRAILORS
Sr. Features
No.
1. Types Tipping
Non-Tipping
Non-Tipping(4MT,
6MT, & 8MT )
Sr. Features
No.
1. Types 2 Wheel
4 Wheel
10000 Liter.
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3) RIGID TILLERS
Sr. Features
No.
Adjustable tiller.
Rigid tiller.
Sr. Features
No.
Harrow.
Offset Harrow.
Rear Tyre.
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5) PLOUGH
Sr. Features
No.
Plough.
Plough.
6) LEVELLER
Sr. Features
No
.
Leveler.
Leveler.
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7) DRILL
Sr. Features
No.
8) ROTAVATOR
1. Types No type
9) RIGDER
Sr. Features
No.
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THEORETICAL BACKGROUND
Marketing strategy-
The marketing strategy section of your plan outlines your game plan to achieve
your marketing objectives. It is, essentially, the heart of the marketing plan. The
marketing strategy section should include information about:
Product
Price
Promotion
Place
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Product:-
List the price of your products and describe your pricing strategy. List price
ranges for product lines. For example, if your product is a line of cosmetics, include
information in this strategy section about your lipsticks "ranging in price from $5.00 to
$15.00 per item" rather than a detailed product price list. (You should, however, consider
including a detailed price list in the Supporting Documents section.)
Promotion:-
A promotion plan describes the tools or tactics used to accomplish your marketing
objectives.
If your marketing objective is to: Then tools or tactics might be:
Advertise in baby care or motherhood
magazines.
Create awareness of baby care products
Distribute product samples to obstetricians.
among mothers of newborns.
Offer free baby care seminars to expectant
mothers.
Distribute free samples or discount coupons at
Increase sales of potato chips to teens. high School football games.
Sponsor an event attended by teens.
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In your Action Programs section, you will describe the steps that need to be taken
in detail, when they should be done, who will do them, and so on.
In this section, describe how your products and customers "meet" or come
together through sales and distribution.
Is the exchange of the product made in a store? Through the mail? Through a direct
sales representative?
What are your production and inventory capacities? (How quickly can you make
products and how many can you store?)
Are there cyclical fluctuations or seasonal demands for your products? For example,
if you produce Christmas decorations, how will you manage peak production and
sales periods as well as slow periods?
Do you sell to individuals or to re-sellers? Your company may use more than one
method. For example, you may sell directly to customers who place large orders but
also sell to customers who buy small quantities of your product through retail outlets.
Basic theory:-
1. Target Audience
2. Proposition/Key Element
3. Implementation
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Tactics and actions:-
A strategy consists of a well thought out series of tactics to make a marketing plan
more effective. Marketing strategies serve as the fundamental underpinning of marketing
plans designed to fill market needs and reach marketing objectives. Plans and objectives
are generally tested for measurable results.
Marketing strategies are dynamic and interactive. They are partially planned and
partially unplanned. See strategy dynamics.
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Strategies based on
4 Market dominance
In this scheme, firms are classified based on their market share or dominance of
an industry. Typically there are four types of market dominance strategies:
Leader
Challenger
Follower
Richer
5 Porter generic strategies
Product differentiation
Cost leadership
Market segmentation
6 Innovation strategies
This deals with the firm's rate of the new product development and business
model innovation. It asks whether the company is on the cutting edge of technology and
business innovation. There are three types:
Pioneers
Close followers
Late followers
7 Growth strategies
In this scheme we ask the question, “How should the firm grow?” There are a
number of different ways of answering that question, but the most common gives four
answers:
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1. Horizontal integration
2. Vertical integration
3. Diversification
4. Intensification
Prospector
Analyzer
Defender
Reactor]
This scheme draws parallels between marketing strategies and military strategies.
Marketing participants often employ strategic models and tools to analyze marketing
decisions. When beginning a strategic analysis, the 3Cs can be employed to get a broad
understanding of the strategic environment. An off Matrix is also often used to convey
an organization's strategic positioning of their marketing mix. The 4Ps can then be
utilized to form a marketing plan to pursue a defined strategy.
There are many companies especially those in the Consumer Package Goods
(CPG) market that adopt the theory of running their business centered on Consumer,
Shopper & Retailer needs. Their Marketing departments spend quality time looking for
"Growth Opportunities" in their categories by identifying relevant insights (both mindsets
and behaviors) on their target Consumers, Shoppers and retail partners. These Growth
Opportunities emerge from changes in market trends, segment dynamics changing and
also internal brand or operational business challenges.
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RESEARCH METHODOLOGY
INTRODUCTION
A research design serves as a bridge between what has been established (the
research objectives) and what is to be done, in the conduct of the study.
It is well known fact that the most important step in marketing research process is
to define the problem. Choose for investigation because a problem well defined is half
solved. That was the reason that at most care was taken while defining various
parameters of the problem. After giving through brain storming session, objectives were
selected and the set on the base of these objectives. A questionnaire was designed major
emphasis of which was gathering new ideas or insight so as to determine and bind out
solution to the problems.
DEFINITION
According to Berry
“A careful investigation or inquiry especially through search for new facts in any
branch of knowledge” Redman and Moray defined research as “Systematized effort to
gain new knowledge.”
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RESEARCH APPROACH
The research approach was used survey method which is a widely used method
for data collection and best suited for descriptive type of research survey includes
research instrument like questionnaire which can be structured and unstructured. Target
population is well identified and various methods like personal interviews and telephone
interviews are employed.
COLLECTION OF DATA
Initially the informal discussion was administered with personal manager and then
the sample was fixed as in the second step, the questionnaire was about the subject
Marketing Strategy and its usefulness for the company with assistance of personal
manager.
DATA SOURCE
I. PRIMARY DATA
Research included gathering both primary and secondary data. Primary data is
the first hand data, which are selected a fresh and thus happen to be original in
character. Primary Data was crucial to know various customers and past
consumer views about Trailors and to calculate the market share of this brand
in regards to other brands.
Secondary data are those which have been collected by someone else and
which already have been passed through statistical process. Secondary data
has been taken from internet, and company’s web sites.
After the data has been collected, it was tabulated and findings of the project were
presented followed by analysis and interpretation to reach certain conclusions.
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SAMPLING UNIT
Sample is small group taken under consideration from the total BAHUBALI’S
PRODUCT customers group. Therefore, I tried to collect information from every kind of
people from BAHUBALI’S PRODUCT customer group. It gives the target population
that will be sampled. This research was carried in Kopargaon and Rahata Taluka.
These were 100 respondents.
RESEARCH PROCESS
FIGURE NO: 6.1
Define Research
Problem
Formulate Hypothesis
Design Research
(Including Sample Design)
Analyze Data
(Test Hypothesis if any)
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THE STEPS IN A SURVEY PROJECT
Establishing Goals
The first in a survey is deciding what you want to learn. The goals of the project
determine whom you will survey and what you will ask them. If your goals are unclear,
the results will probably be unclear. Some typical goals include learning more about-
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RESEARCH METHODOLOGY USED IN THE
PROJECT REPORT
Data source : Questionnaire & interview
Sampling Plan
Method
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DATA ANALYSIS
Data refers the raw data collected through questionnaire and the term analysis
refers to the computation of certain measures along with searching for patterns of
relationships or that exist among data groups.
The data, after collection, has be processed and analyzed in accordance with the
outline laid down for the purpose at the time of developing the research plan. This is
essential for a scientific study and for ensuring that we have all relevant data for making
contemplated comparisons and analysis. Processing implies editing, coding,
classification and tabulation of collected data so that they are amenable to analysis.
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LIMITATIONS OF THE STUDY
1. “Change is Constant” rule of nature. Hence, the study undertaken may not hold
good for longer duration.
2. The study was conducted under the assumption that the information given by the
respondents is authentic.
3. The analysis and suggestion are given only with respect to marketing aspects as
technical suggestion with respect to the product could not be given.
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Data Analysis & Interpretation
1. Reasons of purchasing for Bahubali’s product.
TABLE NO: 8.1
Price 67
Scheme 11
Brand Image 14
Other 08
Total 100
RESONS OF PURCHASING
Price
8% scheme
14% Brand Image
Other
11%
67%
Interpretation
Price is the main factor for purchase of Bahubali’s product. Scheme and Brand
Image is other factor Of Purchasing Bahubali’s Product.
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2. Scheme of purchasing of Bahubali’s product.
TABLE NO: 8.2
Scheme No. Of Respondent
Gudhipadava 19
Dashahara 39
Diwali 21
New Year 11
Other 10
Total 100
SCHEME OF PURCHASING
10% 19%
11%
Gudhipadava
Dashahara
21% Diwali
Interpretation
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3. Nature of transaction while purchasing of Bahubali’s product.
TABLE NO: 8.3
Nature Of Transaction No. Of Respondent
Cash Purchased 69
Bank Loan 18
Installment 08
Other 06
Total 100
NATURES OF TRANSACTIONS
6%
8%
Cash Purchased
18% Bank Loan
Installment
Other
68%
Interpretation
Maximum respondents use nature of transaction is cash purchases and Bank Loan
of Bahubali’s product.
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4. Satisfaction level of customers.
TABLE NO: 8.4
Answers No. Of Respondents
Yes 86
No 14
Total 100
CUSTOMERS SATISFACTION
14%
Yes
No
86%
Interpretation
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5. Key Factors of Bahubali’s product.
Less price 57
Design 07
Life of Products 33
Other 03
Total 100
33% 3%
57% Less price
Design
7%
Life of Products
Other
Interpretation
The Main Key factor of Bahubali’s product is Less Price of product. Other factor
like Design and life of product.
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6. Problems Arises in Bahubali’s product while using it.
No 68
Total 100
PROBLEMS
32%
68%
Yes
No
Interpretation
Out of total respondent it is clear that the 68% respondent says that there is no
problem while using the product from Bahubali’s
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7. Problems faced By Bahubali’s product users.
Wheel 28
Hydrolick Pump 23
Other 18
Total 100
FACING OF PROBLEMS
18%
28%
11%
Wheel
Hydrolick Pump
Life Of The Product
20% 23%
Quality of the product
Other
Interpretation
Mostly 28% respondents says that they have facing the problems with WHEEL,
and the other hand 23% respondents says they have facing the problems with Hydrolick
pump.
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8. Discounts and Offers on Bahubali’s product.
Yes 68
No 32
Total 100
32%
Yes
68% No
Interpretation
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9. After sales services provided by Bahubali’s product.
TABLE NO: 8.9
Yes 79
No 21
Total 100
21%
Yes
No
79%
Interpretation
Out of total respondents mostly 79% respondents says that they receive the after
sales service from Bahubali’s products.
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10. Changes in Bahubali’s product in future.
REASONS OF CHANGES IN
BAHUBALI"S PRODUCT
10%
12% 35%
Colour
Wheel
Design
28%
Hydrolick Pump
15% Other
Interpretation
Most of respondents say the changes occurred in the colors of Bahubali’s products.
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11. Will you suggest to anybody to purchase the product of Bahubali.
TABLE NO: 8.11
Yes 86
No 14
Total 100
REFERANCE TO ANYBODY
14%
Yes
No
86%
Interpretation
Out of total respondents 86% respondents are agree to suggest the Bahubali’s
products to anybody.
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12. Remark of Bahubali’s product.
Good 23
Very Good 12
Excellent 45
Out standing 20
Total 100
REMARK
20% 23%
Good
12%
Very Good
Excellent
Out standing
45%
Interpretation
Out of total respondent it is clear that with mostly 45% respondents gives the
remark for excellent.
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FINDINGS
1. There are 67% people purchase Bahubali’s product on price factor.
2. 39% respondents purchase Bahubali’s product on Dashahara and Diwali.
3. There is 69% respondents use nature of transaction cash purchases.
4. 86% respondents satisfied while purchasing the Bahubali’s product.
5. Above 80% respondents point of view the main key factor of Bahubali’s
product is less price and life of product.
6. There are 68% respondents says that no problems arises in Bahubali’s product
while using it.
7. 28% respondents say that they have facing the problems of wheel.
8. 68% respondents says that the offers and discounts available on Bahubali’s
product.
9. 79% respondents say that they receive the after sales service from Bahubali’s
products.
10. 86% respondents are agreeing to suggest the Bahubali’s products to anybody.
11. Mostly 45% respondents give the remark for Bahubali’s product is excellent.
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SUGGESTIONS
1. Company should improve the promotion strategy of product.
2. The print media is best suited for placing advertisements or features for the
products.
5. Price discounts can be effective tool for attracting the customers but it has to
be used with a word of caution and not excessively as it has many a flip sides
attached to it.
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CONCLUSION
The whole objectives of study were conduct through survey in Kopargaon and
Rahata Taluka to find out the marketing strategy of Bahubali’s product. Following
conclusions are indicating here:-
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BIBLIOGRAPHY
www.bhansalitrailors.com
www.bhansalitrailors.in
www.google.com
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QUATERNARIES
Name of the customer: --------------------------------------------------------------------
--------------------------------------------------------------------
Other
Q.03) What nature of transaction did you use while purchasing Bahubali’s Product?
Q.04) Are you satisfied with Bahubali’s Product while using it?
Yes No
Other
Q.06) Did you face any problem while using Bahubali’s Product?
Yes No
product
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Q.08) Did you get any discounts, offers while purchasing Bahubali’s Product?
Yes No
Yes No
Yes No
Outstanding
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
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