Professional Documents
Culture Documents
on
Submitted to
Xavier Institute – XIDAS,
Jabalpur,Madhya Pradesh
Submitted by
Bivash Singh
PGDM (Batch-2008-10)
10
2.2 Methodology 11
2.4 Limitations 11
5.3 Finding 27
6.1 Conclusion 29
Chapter – 7 References 31
32
Annexure I. Dealer questionnaire
II. Customer questionnaire 35
I hereby declare that this project report titled “Market Study of Sales of TATA AGRICO
Products in Jamshedpur region” has been submitted by me for the award of post graduate
diploma in management, as partial fulfillment of the requirement for this course.
This is the result of the original work carried out by me. This report has not been submitted
anywhere else for the award of any other degree/diploma.
[PGDM-2008-10]
This is to certify that “Mr. Bivash Kumar Singh” has carried out Project report titled “A Detail
Market Study of Sales of TATA AGRICO Products in Jamshedpur region” as partial
fulfillment of the requirements for the Post Graduate Diploma in Management, under my
guidance during the academic session 2008-10.
It is also certified that the report presented embodies the original work of the student. The
present report can be forwarded for evaluation.
Signature
Date:
It is difficult to express adequately my gratitude to those who have shared their expertise and
knowledge and without whom the completion of the project report would have not been
impossible.
We would like to add a heartfelt sense of gratitude to all those who helped me during the
completion of this project. This project bears the imprint of many people. First of all, I would
like to thank Respected Mr. S.N SAFI, ( HR) for providing us the encouragement to work on
this project.
We are grateful to Respected Mr. Kamlesh Kumar (Manager, Mkt.) for giving me an opportunity
to work on this project. Without his cooperation this project would not have been a success.
I also extend our heartfelt thanks to respected Mr. Apoorva Nema (Faculty Guide) for giving me
their valuable guidance during the research and for the support and the facilities provided to
execute the project.
This summer project is written by encouragement and prodding of all the people who have
devoted their valuable time and help in completion of this project.
Thanking You,
Customer’s
16
Table 1- Aware and not aware percentage……………………………………..
16
Table 2- Percentage of user or not user………………………………………..
17
Table 3- Competitors present in the market …………………………….
19
Table 4 -Suggestions given by the customers…………………………………
19
Table 5 -Frequency of purchasing tools………………………………………..
20
Table 6 -Quantity of purchasing tools………………………………………….
20
Table 7 -Age group of customer……………………………………………….
21
Table 8 -Customers contacted ……………………………………………….
Dealer's
FIGURE
Figure 1- Map of India and Jamshedpur 14
Dealer's
22
Chart14 Sales of Tata Agrico……………………………………………….
23
Chart 15 Commercial effect on sales………………………………………..
23
Chart 16 Media for advertisement…………………………………………
24
Chart 17 Tata Agrico brand…………………………………………………
24
Chart 18 Reason for success………………………………………………….
25
Chart 19 Reason for unsuccessful……………………………………………
26
Chart 20 Competitor…………………………………………………………
Executive Summary
It was my great pleasure, to work on this project and to know, the Sales of TATA AGRICO
Products in Jamshedpur city. The Project gave me immense learning experience and exposure to
know:-
Xavier Institute – XIDAS, Jabalpur, Madhya Pradesh 8
• Sales of the products,
• Ways to increase the sales,
• Customers and Dealers problem and how to satisfy them,
• Market dynamics of agriculture implement industry.
TATA Steel is the leading manufacturer of agricultural implements, catering to the needs of the
country since 1925. The company has become a pioneer in the field of manufacturing superior
quality of agricultural implements and tools. Manufactured with world class technological
expertise, these implements are stronger and long lasting than any other ordinary agricultural
implements. The average number of products supplied yearly is about 50-55 lakhs. It was
revealed that our country needs various agricultural implements and hand tools, approximately
300 lakhs per year. The small players as well as some percentage of import products meet the
short falls on the consumption. However, Tata Agrico feels that customer insight remained an
area of improvement. Hence the following project is taken up with an expectation that it will
help Tata Agrico officials to plan their product promotion activities more effectively keeping in
mind the needs of end users.
To begin with the project, firstly, the researcher made an area study of Jamshedpur region. Then
the researcher met dealers and various customers of Tata Agrico in respective areas the city.
After studying the market it can be said that there is tough competition between Tata-Agrico
products and other local agricultural implements available at lower costs. At the end some
Chapter - 1: Introduction
1.1 Background
Sales are the final activity involved in marketing of products or services in return for money or
other compensation. It is an act of completion of a commercial activity.
A sale is completed by the seller, the owner of the goods. It starts with consent (or agreement) to
an acquisition or appropriation or request followed by the passing of title (property or ownership)
in the item and the application and due settlement of a price, the obligation for which arises due
1.4 Chapterization
First Chapter gives an overview of the company and the blue print of research report, including
chapterization and need of the study.
Third chapter describes the organization profile including vision and mission of the
organization.
Fourth chapter is concern with the area profile of Jamshedpur region and also describes the
physical and geographical boundaries of the region under study.
Fifth chapter provides detail from the respondent, analyses using graphs and charts and finding.
Sixth chapter includes the summary and conclusion based on the survey
.
Seventh chapter provides the references used during the project.
The TATA AGRICO was first manufacturer of agricultural implements (Hand tools) in India to
achieve ISO 9002 Certification in 1994, which was further upgraded to ISO 9001. This ensures
world class systems in its operations. TATA Agrico implements are manufactured in one piece
from Tata High Carbon Steel by forging. The skill and knowledge acquired since 1927, modem
methods of manufacture such as forging, and heat treatment and strict supervision at every stage
of manufacture, guarantee consistently good quality and durability of Agrico products. The high
quality of TATA Agrico implements makes them the first choice of Agriculturists, Government
Agricultural Departments, The Railways, Defence Services, Collieries and Central and State
Government Departments.
3.3 Mission
Consistent with the vision and values of the founder Jamshedji Tata, TATA steel strives to
strengthen India’s industrial base through the effective utilization of men and materials. The
means envisaged to achieve this are high technology and productivity, consistent with modern
management practices.
TATA steel recognizes that while honesty and integrity is essential ingredient of a strong and
stable enterprise, profitability provides the main spark for economic activity
Overall, the company seeks to scale heights of excellence in all that does in an atmosphere free
from fear and one which encourages innovativeness and creativity.
The conversational language is Hindi. However tribal languages like Santhali and Ho are also
spoken in some parts of the city. The population is cosmopolitan in nature owing to migration of
people from all over the country to work in the numerous industries present in the city. The main
religious groups are Bengalis, Biharis, Punjabis, Oriyas, Gujaratis, Marwaris and Muslims apart
from the native tribal population. There is a small but significant number of South Indians as
well, principally from Andhra Pradesh; Tamil Nadu & Kerala.
Major festivals celebrated include Makar Sakranti, Durga Puja, Deepavali, Holi, Christmas, Id-
ul-Fitr and Chhath.
Frequency Percent
1. Awareness of Tata Agrico product
Table: 1
yes 32 80.0 Table and chart-1 depicts that there are 80% of
respondents are aware of Tata Agrico products while
No 8 20.0 20% of them are not aware of the products. It is
observed that Tata Agrico products are pioneers in field
yes 21 52.5 respondents who are the users of Tata Agrico products
and 48% of the respondents are non-users. It is
because the products of Tata Agrico are unavailable at
No 19 47.5
the time when it was required and also it is observed
that its’ price are very high comparative to other local
Total 40 100.0 brands which are easily available at low price.
Hurkut 4 10
Availability
Table: 4 6 15.0
Frequency Percent
1-5 28 70.0 Table-6 and chart-9 depicts that there are 70%
customer preferred small quantity to purchase because
6-10 10 25.0 they are mostly farmer. Contractor are bulk buyers.
11-15 1 2.5
Frequency Percent
10. Demographics:
15>
Table: 7
1 2.5
Total
<25 4
40 10.0
100.0
Table-7 and chart-10 illustrate different age group of
25-34 people purchasing implements, among these group 25-
16 40.0
34 age of end customers mostly are purchaser.
35-44
14 35.0 11. Occupation
Table: 8
45>
6 15.0
Total
40 100.0
Farmers 8 20.0
Labours 8 20.0
Contractors 19 47.5
Gardeners 5 12.5
Total 40 100.0
Table-8 and chart-11 reveals that the majority (47.5%) of Tata Agrico implements purchaser are
contractor and farmers, labours, gardeners contribute just 20% or less.
0-25
9 60.0
Table-9 and chart-14 portray that 60% of the
respondents said that Tata Agrico has 0-25 percent
25-50
6 40.0 share of the sales in their total sales in a year and
40% said it is between 25-50%.The Agrico product
Total market is limited. The customer only purchase few
15 100.0 product of their product line and also in few
quantity which is not enough to make it sale share
more then 25-50%.
4. Awareness of any promotion activity
Almost all respondents said that they are not aware of any promotional activity done by Tata
Agrico.
5. The effect of promotional activities on
Frequency Percent sales
Table: 10 Table: 10
Increase
11 73
in sales
No
change 4 27
in sales
Total
15 100.0
Successful
13 87
Un-
2 13
Successful
Total
15 100.0
Promotional 4 28.5
Activity
Price 11 71.4
Table-14 and chart-19 show the reasons for unsuccessful. There are 73.4% of respondents who
said that price is the main cause of being unsuccessful as well 27% of them mentioned that
promotional activity is the main reason to be unsuccessful as a brand is negativily. It is observed
that the prices of the Tata Agrico products are very high which cannot be easily impact the
overall sales of TATA Agrico product.
Frequency Percent
Hurkut 1 7
Others 3 20
Dealers even find the brand to be successful but because of some reasons:
• Tata Agrico is not promoting the products.
• Price is very high as compared to the other competitors.
• Service provided by the distributors is not good in the Jamshedpur region.
• Dealer’s incentive is very less.
As discussed above there are many factors which are taken into consideration while making a
decision to purchase the product like:
• Quality
• Price
• Brand image
• Durability and performance
Above these factors are disturbing the sales, but in the case of Tata Agrico they have better
concert in all above thing excluding the price, the price of implements is more than the
competitor .
Threats
• Direct marketing (competitor provide direct marketing facility to dealers )
• Competitor products are more attractive with good finishing and packaging
• Competitor product are available at much lower price than Tata Agrico product
• The biggest threat for Tata Agrico is the tendency of retailers to advocate the
customer to switch over to the brand due to lower price of the brand and great margin
in them.
Being the oldest player dealing with Agrico products in the market as well as being a business
unit of the successfully running Tata group, Tata Agrico has gained brand image in the market.
But as the business scenario is changing with inclusion of more number of competitors, Tata
Agrico has to upgrade the brand management continuously. It has maintained an appreciable
quality of the product, but it has to give more attention on distribution channels, promotions like
dealers and customers incentive, advertising, rural marketing and especially on pricing.
If Tata Agrico manages its brand image in the market and represents itself as a national brand by
fulfilling all the factors that discussed above, it can run its business successfully and thus can be
a leading agricultural implement player in market.
In order to maintain the quality of the product TATA Steel has signed an agreement with their
EPA’S(External Processing Agents), giving them full support to standardize their processes,
Recommendations
• Tata Agrico should initiate its marketing activities across all over India to increase the
visibility of Tata Agrico brand.
References
Information’s were collected from internet site, books and library for primary data collection.
Books
• Philip Kotler & Kevin Lane Keller, (2009), Marketing Management (13th Edition), PHI
Learning private Limited, New Delhi.
Internet site
• < http://www.tatasteel.com/company/default.asp>, Retrieved on 28/6/2009,7:00
P.M
• <www.google.com>, Retrieved on 3/07/2009,6:00 P.M
<http://www.tataagrico.com/about.shtm & products.shtm>, Retrieved on 4/07/2009,7:00
P.M
• <www.expressindia.com>, Retrieved on 7/07/2009,2:00 P.M
Library
• Shavak Nanavati Technical Institute (SNTI) Library
• Tata Management Development Centre (TMDC) Library
Annexure
I. Questionnaires for customer’s perception about agricultural tools
Title of study: - Detail Market Study of Sales of TATA AGRICO Product in JAMSHEDPUR.
Customer’s name: Occupation:
Address:
3. What improvements can company make to their offering to better meet customer needs?
4. Do you face any demand & supply shortage problem? _____ Yes _____ No
11. Do you believe that our competitors’ prices are high? _____ Yes _____ No
12. Are there any other services you would like to have offered?