Professional Documents
Culture Documents
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TRACTOR
India has only about eight tractors per thousand hectares, versus
the Asian average of 14. The potential demand for tractors is, consequently,
large, depending on growth in agriculture output and productivity. Tractor demand
is likely to increase with increased government investment in irrigation, increased
multiple cropping and the spread of scientific cultivation. The increase in irrigated
area, as a result of Plan investments, will also increase the demand for tractors.
INDUSTRY STRUCTURE
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From a small beginning in the 1960s, when a few thousand tractors
were produced, India is now one of the largest producers of tractors in the world,
along with the US. The Green Revolution of the late 1960s and increasing
recourse to scientific cultivation have resulted in a substantial increase in the
demand for tractors.
COMPETITORS
Six main players - Mahindra & Mahindra Ltd (M&M), Tractors and
Farm Equipment Ltd (TAFE), Escorts Ltd, Punjab Tractors Ltd (PTL), Eicher Ltd,
and Hindustan Machine Tools Ltd (HMT) - control most of the market, while a
couple of players in the unorganized sector specialize in used tractors.
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BRAND NAME
FEATURES
Design simplicity
Ergonomically Designed
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DESIGN
TECHNICAL DESCRIPTION
MODELS
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[BELOW 30 HP [HORSE POWER]
HC 2521 HC 2522
25 Horse Power Category 29 Horse Power Category
• Direct Injection Engine Efficient Direct Injection
More Speed More Speed
• Hydraulic Brakes Mechanical Disc Brakes
• Automatic Hydraulic Control System Complete Water Sealing
• Air Compressor
• Automatic Hydraulic System
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UNIQUE SELLING PROPOSITION
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P’s
PRODUCT
The tractor is a simple open vehicle with two very large driving
wheels on an axle below and slightly behind a single seat (the seat and steering
wheel consequently are in the center) and the engine in front of the driver with
two steerable wheels below the engine compartment. This basic design has
remained unchanged for a number of years, but enclosed cabs are fitted on
almost all modern models, for reasons of operator safety and comfort.
PLACE
For BAJRANG TRACTOR the place which in which the company will
start its business is
North
(Punjab, Haryana & Uttar Pradesh)
West
(Gujarat & Maharashtra)
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PRICE
The above prices include 20% profit, which is due to incres the
sales of company, than it will be increased as per the marketing stratergy.
Promotion
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DISTRIBUTION
BAJRANG
COMPANY
DEALERS
CUSTOMERS
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PRODUCT LIFE CYCLE OF MY PRODUCT
1) INTRODUCTION STAGE:
In Tractor business name place very important role till that time the name
is not know or not have place in market tractor will not sale. In the introduction
stage I will focus of sales rather than profit for the purpose of name I will try to
make people more aware about launching of my product so as to get maximum
number of customers. My marketing strategies will be based on the features of
my product. Here I will try to expand my market share.
2) GROWTH STAGE:
In the growth stage my focus will be on improving the product quality and add
new product features and Add new policies, enter new market segments. Which will be
CENTRAL (Madhya Pradesh & Rajasthan) EAST (Bihar, West Bengal, Orissa & Assam)
SOUTH (Andhra Pradesh, Tamil Nadu, Karnataka & Kerala.
I will also focus on increasing distribution coverage and enter new
distribution channels. Then my advertising strategies will Shift from product-
awareness advertising to product-preference advertising.
3) MATURITY STAGE:
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SEGMENTATION & TARGETING:
AGRICULTURE INCOME
INCOME LEVEL
SOIL [FERTILITY]
POPULATION
COMPETITORS
CLIMATE
INFRASTUCTURE
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ADVERTISING
HOARDINGS
Hoardings are very common resource of Advertising as they are
very flexible to be used at anywhere. Therefore I will like to place the Company’s
hoardings on the areas like Main Roads, Chowks, Entrance of the shop etc. & on
special occasions like Melas, Fairs, Exhibitions the Banners can be used as
effective media of Advertising.
SHUTTER PAINTINGS
I will focus my Product & Brand through using the Shutters of the
Dealers & Retailers to be painted with the Companies name & featuring the
product. So that the product is focused to each one passing by.
WALL PAINTINGS
I will also use Wall Painting as, Through Wall Paintings in main,
main areas of the villages or the territory will have a impact on the people about
the presence of the Brand in the village.
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