Rural Marketing

Mahindra and Mahindra

Group Members
Atish Jain
Priyanka Lalwani Neha Malde

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Company Overview
Founded in 1945 by K C Mahindra and J C Mahindra Started with Willys Jeep US $12.5 billion multinational group with more than 119,900 employees in over 100 countries across the globe.

18 key industries
1. 2. 3. 4. 5. 6. 7. 8. 9. Aerospace, Aftermarket, Agribusiness, Automotive, Components, Construction Equipment, Consulting Services, Farm Equipment, 10. 11. 12. 13. 14. 15. 16. 17. 18. Finance And Insurance, Industrial Equipment, InformationTechnology, Leisure And Hospitality, Logistics, Real Estate, Retail, Two Wheelers. Defense, Energy,

Mahindra Farm Equipments

Mahindra farm equipments

Products

Services

Equipments

Farming Implements

Tractors

Samriddi

Tractor Co

Farm Equipment Division

Mahindra Tractors History

Joint venture between Mahindra & Mahindra and International Harvester (IH) Established in 1963 as The International Tractor Company of India Ltd (ITCI) Acquired this business in 1977 and Mahindra Tractors came into being. In 1999 Capacity to manufacture and assemble 150,000 tractors per year

Tractor Cos Market Share

PERCENTAGE
10% 9% 30%

M&M TAFE

11%

11% 14%

ESCOR T PTL
15%

ITL EICHER

Tractor Market
MEDIUM HORSEPOWER (30HP to 40HP )

LOW HORSEPOWER
(20HP and 30HP)

HIGH HORSEPOWER (ABOVE 40 HP)

TRACTOR MARKET SEGMENTS

Marketing Mix for Mahindra Tractors

Products
Arjun Ultra-1, the flagship brand

Bhoomiputra, Sarpanch, Arjun, Shaan and Yuvraj

ranging from 15HP engine to 75HP

 Turbo-charged tractor with enhanced power and greater speed

It's most recent launch has been the Mahindra Shaan

Price
It has different price range of product depending upon the requirement of the farmers. The price is also marked on the various features and attachment it gives to the farmer. The tractors are price on the basis of 3 main groups of target audience- Marginal ,Small farmer ,Non-farmer

Place
Major stake in Gujarat Tractor Corporation Limited In 2008, acquired Punjab Tractors Limited. presence across six continents

Own state-of-the-art plants in India and four assembly units in the US, China and Australia.

Distribution
Network of 800 dealers Africa emerged as one of its largest export destinations.

Promotion
Advertising Campaign-Bhoomiputra 235 DI and Arjun Ultra -1(award winning campaign) Outstanding fuel efficiency: Mileage Ka Master. 40% of budget on personalised specific communications-thematic vans and two-wheelers carrying product-specific, brand-specific and application-specific messages.

Advertising Campaign-Bhoomiputra 235 DI

The target group marginal small farmer non-farmer Kamai Chakra (Wheel of Earnings)

Advertisment campaignArjun Ultra-1

Inflatable Igloo

High-tech Video Game

High-traffic Dhabbas

Other Promotional Activity

Below-the-line initiatives Mahindra Tractor Mahotsav Mahindra Jashn Josh Ka Mahindra Khiladi No. 1 Social concerns Swasth Tractor Swasth Chalak Vijayee Vidarbha Mahindra Samriddhi

THANK YOU