A Project Report On To Study Market Potential & Suggesting Marketing Strategies for John Deere SSL Product Submitted

to University Of Pune In Partial Fulfillment of the Requirements for a ard of the !e"ree of MASTERS O !"S#$ESS ADM#$#STRAT#O$ #y Akshay %ondra& #nternational !usiness Under the $uidance of Dr' Shanta Arakeri

S#$()AD #$ST#T"TE O !"S#$ESS ADM#$#STRAT#O$ A$D *OMP"TER APPL#*AT#O$& LO$A+ALA ,-./-0-./12

DE*LARAT#O$

I% the undersi"ned% hereby declare that the project report entitled &o Study 'ar(et Potential ) Su""estin" 'ar(etin" Strate"ies for *ohn !eere SS+ product, ritten and submitted by me to the University of Pune% Pune in partial fulfillment of the requirement for the a ard of de"ree of 'asters Of #usiness Administration under the "uidance of Prof- Shanta Ara(eri% is my ori"inal or( e.cept the topics on or"ani/ational profile and the conclusions dra n therein are based on the material collected by myself-

Place0 +onavala !ate0 A(shay 1ondra

#$DE3

*O$TE$TS A213O4+5!$5'53& 28AP&5R 9 0 Introduction 28AP&5R < 0 Profile of the Or"ani/ation 28AP&5R > 0 Research 'ethodolo"y 28AP&5R 7 0 !ata Analysis and Interpretation 28AP&5R : 0 Findin"s and Su""estions 28AP&5R = 0 +imitations 28AP&5R ? 0 2onclusions #I#+IO$RAP8A A335BUR5S C Duestionnaire

Page $o' 67 6:;9: 9=;<> <:;<? <@;79 7<;77 7: 7=;7? 7@ 7E;:6

A*%$O4LED)EME$T

I ta(e this opportunity and privile"e to e.press my deep sense of "ratitude to Professor '-3-3avale% 8onorable Founder President% !r- F'rs-G S-'-3avale% Founder Secretary% &he Sinh"ad &echnical 5ducation Society% Pune and !r- Para" 1al(ar% !irector SI#A2A- &hey have been a source of inspiration to me and I am indebted to them for initiatin" me in the field of research-

I am deeply indebted to Faculty 'ember% SI#A2A !r- Shanta Ara(eri% my research "uide at Sinh"ad Institute of #usiness Administration ) 2omputer Application% +onavala ithout hose help completion of the project as hi"hly impossible-

I ta(e this opportunity and privile"e to articulate my deep sense of "ratefulness to the 'ana"in" !irector% and the staff of the Indo $roup C *ohn !eere for their timely help and positive encoura"ement-

I ish to e.press the special than(s to all the teachin" and non;teachin" staff members of Sinh"ad Institute of #usiness Administration and 2omputer Application% +onavala for their continuous support- I ould li(e to ac(no led"e all my family members% relatives and friends for their help and encoura"ement-

Place0 SI#A2A% +O3AHA+A !ate0 A1S8AA 1O3!RA

I3&RO!U2&IO3

Indo Marine Engineering Co. Pvt. Ltd.

(INDO GROUP JOHN DEERE)

AG Incepted in 9E?6 as a 'arine $ear #o. manufacturin" company% Indo 'arine has come a lon" ay from supplyin" 'echanical 'arine $ear #o. to no solutions in every hemisphere in on;board 'arine 5quipments especially in 'arine Propulsion ) Au.iliary sets- Indo 'arine could undoubtedly be called the lar"est supplier in India for the 'arine !iesel 5n"ines available orld ideIndo 'arine provides turn(ey solutions includin" that of recommendin" the Iri"htJ on board marine equipment for your applications% its supply% installation ) commissionin"- &hey recently restored a 9:6 years old vessel ith the 'aharana of Udaipur ith modern equipments such as 'arine !iesel 5n"ines% 8ydraulic $ear #o.% #o &hrusters% 8ydraulic idest ran"es of

'arine Steerin" Systems% 4indlass ) 2apstain (eepin" intact the essential herita"e of the boat yet "ivin" it the most modern equipment available for unmatched comfort and cruisin" e.perience-

&hey supply a

ide ran"e of 'arine !iesel 5n"ines% 8ydraulic $ear #o.% Stern !rives% ) Stern

'arine $ensets% Steerin" Systems% Alternators ) 'otors% 'arine Fuel 2ells% #o

&hrusters% #attery 2har"es% 4indlass% 2aptains% 4ater 8eaters% 5lectrical accessories and +i"hts for internal and e.ternal applications- &hey have to our credit installation of above types of 'arine 5quipmentJs on a Pan;Asia basis in India% Sri;lan(a% 'aldives ) #an"ladesh- 4ith dedicated and e.perienced service staff% Indo 'arine provides very essential support in terms of installation% commissionin" ) prompt after sales service-

#G &hey are associated ith *ohn !eere as there e.clusive sales and service representatives for the territory of India and 'aldives for the S(id Steer +oaders*ohn !eereKs >66 Series S(id Steers are pac(ed ith improvements to help you "et more done% more reliably% for less- 3e % turbochar"ed four;and five;cylinder &ier II;compliant !eere diesels are noticeably smoother runnin" and quieter than before- !eliver more horsepo er and torque rise% too- Reduced lever efforts on the >9? and ><6% and precise% lo ; effort servo controls on the three lar"er models help prevent fati"ue- &he redesi"ned overhead instrument panel has a dia"nostic monitor that "ives vital operatin" info at a "lance% and sealed% easy;to;operate s itches- Options include and enhanced air ;conditionin" system that cools the cab quic(er and more evenlySure% the >66 SeriesK ne turbochar"ed four and five;cylinder !eere diesels deliver more horsepo er and torque- #ut thatKs not the only reason they out or( other s(id steers- &heir e.tra ability comes from a unified desi"n that optimi/es hydraulics% lift capabilities% and especially pushin" force- +ar"e standard tires% e.ceptional a.le torque% ei"ht% and superior balance "ive !eere s(id steers the levera"e to di" in here others just spin- And their !irect coupled hi"h;torque !eere diesels onKt ta(e no for an ans er% either- 8orsepo er% pea( torque% torque rise% a.le torque% and brea(out force ; the >66 Series top the charts in just about every cate"oryAou onKt have to or( hard to be productive ith a *ohn !eere s(id steer- &he industryKs best >=6;de"ree visibility ta(es the "uess and or( out of close;quarter maneuverin"- Aou onKt have to loo( hard to see the other operatin" advanta"es% either- Standard and available delu.e suspension seats include adjustable er"onomically correct armrests for daylon" support and comfort+o ;effort steerin" controls are smooth and responsive% as are boom and buc(et functions&he enhanced overhead instrument panel includes an easy;to;vie electronic monitor ith dia"nostic capability% and convenient% easy;to;operate sealed s itches- &hey also ent above and beyond to help you or( more safely- Alon" ith retractable seat belt and quic(;pivot ROPS% you "et a triple interloc( operator presence system that automatically applies the bra(es hen the seat belt is unlatched% the operator leaves the seat% or the en"ine is shut do n- An in;cab;activated boom loc( (eeps the loader arms upri"ht hen necessary- And
7

slip;resistant self;cleanin" steps and four convenient "rab handles help ease entrance and e.it- 4hen you add it all up% the >66 Series loo( "ood from any an"leAou put in lon" hours ; and they desi"ned the >66 Series to do just the same- #uilt in the same factory as our hi"hly reliable cra lers and bac(hoes% the >66 Series S(id Steers introduce a ne level of uptime and durability- 4hen you (no ho theyKre built% youKll run ith a !eere-

&he products and companies they represent in India are as follo s0

8

/2

John Deere Po5er Syste6s 7 "SA

*O83 !55R5 S1I! S&55R +OA!5RS S5RI5S >9>% >9: *O83 !55R5 'ARI35 !I5S5+ 53$I35 ; @6 C ?:6 8P

Products0

-2

!eta Marine 7 "%

'arine Sea $oin" 8eat 5.chan"er cooled 'arine Propulsion en"ines from 96 to 9<6 bhpInland 4ater ays 1eel cooled propulsion en"ines 'arine $eneratin" Sets% 1ubota based > to :6 (HAM and Per(ins% 2ummins and Scania po ered sets

Products0 L L L

>6(HA to ?66(HA that are available to class-

82 Products0

*'M'D' *ostru9ioni Motori Diesel SPA 0 #taly

'arine !iesel 5n"ine ; =6 C <:6 hp

12
Products0

:"#*% SRL 0 #taly

4indlasses and capstans &hrusters #attery char"ers 4ater heaters Remote controls and electrical and electronic accessories #il"e pumps and s itches for bil"e pumps 3avi"ation li"hts and anchor li"hts

;2 Products0

Dong0# #ndustrial *o6<any Ltd'

o o o 8ydraulic 'arine $ear #o. 8ydraulic Po er &a(e Off 8ydraulic Steerin" System-

JO($ DEERE
*ohn !eere marine en"ines are reno ned for their po er and solid torque- &he ne performance ran"e ma(es them ideal for fast plannin" cruisers in ne "reat po er system companies*ohn !eere Po er&echN 'arine 5n"ines are quiet% reliable% and require minimal maintenance- 4ith a ran"e comprisin" of 'arine !iesel 5n"ines from @6 hp C ?:6 hp *ohn !eere offers a ide ran"e of 'arine 5n"ines- In India% e have had more than :66 ith members of the IA2S installations till date spannin" in 'arine% Industrial and $enset mar(ets and many more 5n"ine are comin" in- All *ohn !eere en"ines are type approved FSO+AS% A#S% !3H% +R% #H% RI3AG and hold emission certification from I'O- In India% *ohn !eere 5n"ines are also certified by the ARAI FAutomotive Research Association of India% PuneG for our entire ran"e of $enset 5n"inesIn India% *ohn !eere 'arine 5n"ines have been installed in Fishin" &ra lers% #ar"es% &u" #oats% Police Patrollin" +aunches% Rescue Hessels% 8ouse #oats% Aatchs and many varied application- &he first floatin" restaurant in India Planet 8olly ood, is commissioned 3os- *ohn !eere Propulsion and Au.iliary !iesel 5n"inesith : installations or as re; orldKs po ers- &hese are "reat value en"ines that really perform bac(ed up by one of the

10

:"#*% SRL
Duic( srl is the Italian and orld leader in the production of nautical equipment- Duic(

distribute in over :6 countries includin" subsidiary Duic( USA ++2 in the United States&he product lines from Duic( are0 indlasses% bo thrusters% ater heaters% battery char"ers% ith

remote controls% electrical accessories and li"hts for internal and e.ternal applications and e.tension of the various lines- Aleph and !ylan models ran"eM these sa ere added to the

Duic( 'arine +i"htin"- In <66@% the majority of resources ere dedicated to the development indlass a "reat deal of ener"y devoted to the search for materials and production

systems to obtain competitive products suitable for the most demandin" requirements of the marine sector- For the Duic( 'arine +i"htin" division% the study and creation of ne products has been concentrated on +5! li"htin"% developin" solutions that could perfectly reproduce traditional li"htin" sources&he main product lines are0 4indlasses and capstans &hrusters #attery char"ers 4ater heaters Remote controls and electrical and electronic accessories #il"e pumps and s itches for bil"e pumps 3avi"ation li"hts and anchor li"hts-

11

*'M'D' *ostru9ioni Motori Diesel SPA

$M means po erM po er that is predictable and reliablePo er that responds quic(ly to your every command- Po er that delivers the cruisin" speed% durability and fuel efficiency you e.pect from a ma.imi/e your leisure time on the ithout care or orld;class diesel- &he F3' diesels are hen you ant to ater ith the 5uropean clean;runnin" and virtually free of smo(e- &heyJre quiet% too- *ust ri"ht ater- &he en"ines are fully compliant

R2! emission standards- F3' "ives you the confidence to enjoy your time on the orry- &he confidence to (no

your boat delivers the ultimate in

performance and dependability- Aour confidence is the reason for the close cooperation bet een F3' and the boat builders- &his shoulder;to;shoulder collaboration has the purpose of ensurin" the most trouble;free installation of the propulsion system into the boat- In a society here our customers demand the ultimate solution C more efficiency% more durability% more reliability C and here on the other hand the orld and the environment demand less C less emissions% less pollution% less aste C the F3' diesels seem to be the perfect solution for all needs and e.pectationsProduct +ine0 F3' 'arine Ran"e 0 =6 C <:6 hp at 8i"h Speed 7666 C 7:66 RP'

12

!eta Marine
#eta 'arine has developed over the last <6 years an enviable reputation for providin" quiet and smooth runnin" marine diesels to suit a ide ran"e of applications at very competitive e provide these units to the prices- From our modern and fle.ible manufacturin" facility throu"hout the orld&he main product "roups are0

U-1- and to over :6 e.port distributors- &his net or( is also there to provide service support

Sea $oin" 8eat 5.chan"er cooled 'arine Propulsion en"ines from 96 to 9<6 bhpInland 4ater ays 1eel cooled propulsion en"ines 'arine $eneratin" Sets% 1ubota based > to :6 (HAM and Per(ins% 2ummins and Scania po ered sets >6(HA to ?66(HA that are available to class-

13

DO$)0# #$D"STR#AL *o' Ltd'

!O3$;I I3!US&RIA+ 2o-% +td- is the leadin" manufacturer of 'arine transmission% 'arine steerin" system and Po er &a(e;Off- 4ith over presence for last 96 years in India% !on";I has so far several installation in the country ith made in Fishin" &ra lers% #ar"es% &u" #oats% Police Patrollin" +aunches% Rescue Hessels% 8ouse #oats% Aachts and other varied marine application% !on";I $ear #o.es have proved their capability in operation and easy maintenance ith their customer base in India and today stand as a preferred 'arine &ransmission for customers in IndiaThe 6ain <roduct grou<s are= 8ydraulic 'arine $ear #o.

8ydraulic Po er &a(e Off

8ydraulic Steerin" System

14

O>?ecti@es of the Study

&o ma(e a study of competitive brands of *ohn !eere SS+ products in Pune Re"ion,

&o Study 'ar(et Potential for *ohn !eere SS+ product in Pune Re"ion,

&o study customer e.pectation for SS+ products in Pune Re"ion,

&o desi"n competitive mar(etin" strate"ies for sales promotion of *ohn !eere SS+ product in Pune Re"ion,

15

2hapter < Profile of the Or"anisation

16

John Deere is orld famous for construction machines- 8eadin" up its li"ht equipment ran"e is theJohn Deere Skid Steer Loader and *o6<act Tracked Loader- #oth are sold and supported around India by Indo $roup Asia- Imported from USA% the *ohn !eere S(id Steer +oader is amon"st the most feature rich S(id steers available- 2ountless operator;requested enhancements ma(e it one of the most sou"ht after S(id Steer +oaders aroundJohn Deere Skid Steer Loaders feature=

Su<erior O<erator *o6fort & *ontrolla>ility= 5asily one of the most comfortable cabs around- Unrivalled >=6O operator visibility% a lar"er cab% lar"er front door% top indo % more side mesh and a true pressuri/ed cab lo ers noise and vibration- Aour choice of foot controls or 58 controls hich "ive e.tra responsiveness from lo effort-

!est in *lass Producti@ity= A patented vertical lift load desi"n "ives hi"her dump hei"hts% "reater reach for truc( loadin"% "reater brea(out forces and less spilla"e- AouKll "et more done% fasterP

!est in *lass Sta>ility= 4ith a lo er centre of "ravity and a superior approach to ei"ht distribution% the *ohn !eere S(id Steer +oader can climb or descend steeper surfaces than its competitors% hilst doin" it ith far better stability% meanin" less spilla"e and more comfort-

Attach6ents= *ohn !eereKs universal self;cleanin" po er :uik0TatchN% lets you "o from buc(et to broom to au"er to the ne.t attachment% fastP

+0Plenu6 *ooling Syste6= Perfect for Australian heat% the industry e.clusive H; Plenum 2oolin" system is <6Q more efficient than stac(ed coolin" systems- Its variable
17

speed promotes hi"her coolin" capacity for hi"her temperature operation- ItKs also easy to clean ith a reverse feature

Easy Maintenance 5ith <arts & ser@ice su<<ort= 8itachi 2onstruction 'achinery FAustraliaG Pty +td is more than a construction machinery supplierM e provide solutions4ith si"nificant parts stoc( at our branches located all around Australia and field service representatives that can come to you% e ma(e thin"s convenient8itachi 2onstruction 'achinery FAustraliaG Pty +td stoc(s a full ran"e of *ohn !eere S(id Steers +oaders ith load capacities startin" at =>: (ilo"rams-

18

Product 8/8

19

Overvie 0 Even less of a good thing.

+i(e its bi""er !;Series S(id Steer siblin"s% the >9> delivers best;in;class stability% visibility% and serviceability- +i"ht ei"ht and a"ile% yet surprisin"ly po erful% this hi"hly capable compact is the perfect si/e for confined areas- 5asy to transport bet een jobs sites too- So you can "et more done% more reliably% for less- Features such as heavy;duty drive chains that never need adjustment% easy;to;fill lar"e;capacity fuel tan(% and a self;cleanin"% no;"rease Dui(;&atchN ensure itKs as easy to maintain as it is to run- Plus% this little dynamo is hi"hly versatile- 5quip it ith any of the many 4or(site ProN attachments% and atch productivity ta(e off-

1ey Features0
2.4L turbocharged diesel engine. EPA Interim Tier 4 emission certified. Four-wheel-drive owertrain. !om uteri"ed in-cab monitors diagnostics.

Engine#
Emission $ating Engine %a&e ' Engine %odel +et Power, &- .h / 0 $ated r m 3ross ower, &- .h / +et ea& tor6ue, +-m .lb-ft/ )is lacement, L .cu in/ Engine as iration Fuel ca acit9, L .gal/ Interim Tier 4 (ohn )eere ' Power Tech 4*24T 11.2 .42/ 0 24** 14.2 .45/ 788 .715/ 2.4 .745/ Turbo 44 .7:.2/

Performance0
;AE rated o erating ca acit9, &g .lb/ ;AE $<! with o tional counterweight, &g .lb/ Ti ing Load, standard, &g .lb/ 2:2 .724*/ 414 .74**/ 7744 .2222/

20

=rea&out Force =oom, &+ .lb/ =rea&out Force =uc&et, &+ .lb/ >ertical lift geometr9

72.4 .28**/ 74.4 .11**/ $adial

!imensions0
Length with =uc&et, mm .in/ Length without =uc&et, mm .in/ -idth without =uc&et, mm .in/ ?eight to $<P;, mm .in/ ?eight to ?inge Pin, mm .in/ )um ?eight, mm .in/ )um $each, mm .in/ )um Angle, degrees =uc&et $ollbac& 0 ground, degrees -heelbase, mm .in/ 174* .724/ 244* .54/ 72** .25/ 754* .::/ 2::* .7*5/ 271* .84/ 28* .21/ 4* 1* 52* .18/

4ei"ht0
;AE < erating weight, &g .lb/ 2118 .272*/

Product 8/;=

21

O@er@ie5 Lightweight agility, heavyweight ability'

4hether youKre tiptoein" around /ero lot lines% tendin" livestoc(% laborin" indoors% or removin" sno % this nimble s(id steer onKt have any trouble fittin" in- Its small stature enables the >9: to slip comfortably throu"h narro openin"s and into ti"ht quarters- 'a(es it easy to trailer and easy on turf too- #ut this Rli"ht ei"htR onKt "et pushed around- Optimal
22

=6S76; ei"ht distribution "ives it the stability needed for handlin" heavy loadsAnd its hi"h;torque turbochar"ed <-7+ diesel onKt thro in the to el hen the "oin" "ets tou"h% either- 4ith the >9:% itKs not the si/e of the s(id steer in the fi"ht% but the si/e of the fi"ht in the s(id steer-

1ey Feature0
EPA Interim Tier 4 emission certified. E@ce tional reliabilit9, ower, and tor6ue. !utting edge, buc&et corners, and Aui&-TatchB cou ler. 2**-hour engine oil and three-micron h9draulic filters.

5n"ine0

EPA Interim Tier 4 emission certified. E@ce tional reliabilit9, ower, and tor6ue. !utting edge, buc&et corners, and Aui&-TatchB cou ler. 2**-hour engine oil and three-micron h9draulic filters.

Performance0

;AE rated o erating ca acit9, &g .lb/ ;AE $<! with o tional counterweight, &g .lb/ Ti ing Load, standard, &g .lb/

487 .72**/ :45 .742*/ 7142 .1***/ 7:.1 .15**/ 74.4 .11**/ $adial

=rea&out Force =oom, &+ .lb/ =rea&out Force =uc&et, &+ .lb/ >ertical lift geometr9

23

!imensions0

Length with =uc&et, mm .in/ Length without =uc&et, mm .in/ -idth without =uc&et, mm .in/ ?eight to $<P;, mm .in/ ?eight to ?inge Pin, mm .in/ )um ?eight, mm .in/ )um $each, mm .in/ )um Angle, degrees =uc&et $ollbac& 0 ground, degrees -heelbase, mm .in/ 3round !learance, mm .in/ Angle of )e arture, degrees

12:* .725/ 22:* .7*7/ 72** .25/ 754* .::/ 257* .772/ 224* .85/ 24* .27/ 4* 1* 7*4* .47/ 751 .:.4/ 21.2

4ei"ht0
;AE < erating weight, &g .lb/ 2147 .22**/

24

*ha<ter 8 RESEAR*( MET(ODOL)A

Research=0
Research is defined as dili"ent and thorou"h inquiry and investi"ation into a subject- &his includes usin" A++ appropriate print and electronic sources% as(in" the reference librarians for help% and ma(in" use of biblio"raphies "iven by other authors

Research 6ethodology=0
ay in hich the data are collected for the research hich the data can be collected thus this

Research methodolo"y is defined as the

project- Since there are vast sources throu"h

methodolo"y means "ettin" the best and appropriate data for the e.istin" project-

Data *ollection=0
25

!ata can be collected throu"h various sources available in t o different forms% primary and secondary data-

Primary data It is define as information collected directly from the source throu"h observation% conversation% andSor participation- &he de"ree of reliability% validity% and precision required depends on ho you intend to use the information- Hisitor response to surveys is one e.ample of primary data e!ondary data It is define as information collected by others such as "overnment a"encies andSor nonprofits that pertain to your area of interest- &he de"ree of reliability% validity% and precision in secondary data depends on ho data is one e.ample of secondary datait as collected and interpreted- 2ensus

SIT5 OF SA'P+50
&his refers the number of items F2ustomersG to be selected from the finite universe to constitute a sample si/e- &he survey as conducted of :6 outlets-

3A&UR5 OF !A&A0
In this project report% the data is collected throu"h primary as ell as secondary data source Primary Source ; Duestionnaire form% 'ode of communication C Personal as throu"h emails and telephonic calls Secondary Source ; 2ompanies and other 4ebsites% Available !ata from companyJs data baseell as

26

*ha<ter 1
27

Data Analysis and #nter<retation

D9- 4hich of the #rands of SS+ are you usin"U A#2!*ohn !eere &ere. 2aterpillar Others

28

 &abular form0

*ohn !eere 96

&ere. 9E

2aterpillar 9@

Others 7?

Interpretation0
In the above $raph and table% e can see that the most brands prefered or used by the company is from the others cate"ory- Other brands such as *2#% $am/en and #obcat are used by the company- *2# and $am/en are the Indian 'anufacturers-

D<- In hat number do you have SS+Js of the follo in" 2ompanyU A#2!*ohn !eere &ere. 2aterpillar Others
29

 &abular form0
*ohn !eere 9< 2aterpillar 7: #obcat <> Others 99>

Interpretation0
In the above "raph and table% e can understand that the number of SS+ are more of others cate"ory hich include *2# and $am/en here e can say that the *ohn !eere product is less used in mar(et-

D>- 8o much ould you rate on follo in" parameters related to purchasin" decision of SS+U FPlease "ive your ratin" on the scale of 9 to :% here 90 very lo % >0 avera"e and :0 very hi"hG

A= Price of the Product

30

 &abular form0

Hery 8i"h 9@

8i" h 97

Avera"e @

+o ?

Hery +o >

Interpretation0
From the above "raph and table% e can understand that the purchasin" decision of the S(id Steer +oader for Price of the parameter is very hi"h as >< out of :6 construction companies have rated for Hery hi"h and hi"h optionSome of the companies doesnJt "o on the price but they loo( for better features in the product-

!= Product Design

31

 &abular form0

Hery 8i"h >:

8i"h @

Avera"e 7

+o <

Hery +o 9

Interpretation0
From the above "raph and table% e can understand that the purchasin" decision of the S(id Steer +oader for Product !esi"n parameter is very hi"h as 7> out of :6 construction companies have rated for Hery hi"h and hi"h option that means companies ant an e.cellent product desi"n% hich means john deere has a potential mar(et in India-

*= Product A<<lications

32

 &abular form0

Hery 8i"h 9@

8i" h <6

Avera"e 96

+o <

Hery +o 6

Interpretation0
From the above "raph and table% e can understand that the purchasin" decision of the S(id Steer +oader in terms of Product Application parameter is hi"h enou"h as >@ out of :6 construction companies have rated for Hery hi"h and hi"h option that means companies are loo(in" out for "ood and variety of applications hich ill "ive an ease to or( efficiently and effectively- *ohn deere has appro. 9666 application for SS+-

D= rieght *harges& Duties and TaBes

33

 &abular form0

Hery 8i"h <6

8i" h 9:

Avera"e 99

+o >

Hery +o 9

Interpretation0
From the above "raph and table% e can understand that the purchasin" decision of the S(id Steer +oader in terms of Frie"ht 2har"es% !uteis and ta.es parameter is hi"h enou"h as >: out of :6 construction companies have rated for Hery hi"h and hi"h option that means companies are conscious about the e.tra frie"ht char"es thatJs the reason hy the companies are usin" or loo(in" out for Indian #rands or hich are manufactured in india-

E' Maintainance and Re<airs

34

 &abular form0

Hery 8i"h 9=

8i" h 9>

Avera"e @

+o E

Hery +o 7

Interpretation0
From the above "raph and table% e can understand that the purchasin" decision of the S(id Steer +oader in terms of 'aintainance and repairs parameter is hi"h enou"h as <E out of :6 construction companies have rated for Hery hi"h and hi"h option that means companies are conscious about the maintainance and repairs of the product as the cost of spare parts and the labour cost are qouated at a very hi"h price- #ut also there are some companies ho i"nores the cost and loo( for the quality product such as *ohn deere and caterpillar-

' After Sales Ser@ice

35

 &abular form0

Hery 8i"h <<

8i" h 97

Avera"e =

+o :

Hery +o >

Interpretation0
From the above "raph and table% e can understand that the purchasin" decision of the S(id Steer +oader in terms of After Sales Service parameter is hi"h enou"h as >= out of :6 construction companies have rated for Hery hi"h and hi"h option as the companies loo( for better after sales service- &hey also as( for a variety of A'2 pac(a"es from the companies and that to from the companies itself not from the third party service providers-

)= Deli@ery <eriod after order is <laced

36

 &abular form0

Hery 8i"h @

8i" h <6

Avera"e 97

+o :

Hery +o >

Interpretation0
From the above "raph and table% e can understand that the purchasin" decision of the S(id Steer +oader in terms of !elivery period after order is placed parameter is comparatively closer from very hi"h to avera"e as the product itself consumes much time for manufacturin" process and in that also if the product is not manufactured in india then it ta(es more days to "et the product delivered3ormally companies ta(e 7 to : months to deliver the product- 8ere companies hich have manufacturin" plant in india itself "ets some e.tra point-

(= License to dri@e SSL

37

 &abular form0

Hery 8i"h 6

8i" h =

Avera"e ?

+o <=

Hery +o E

Interpretation0
From the above "raph and table% e can understand that the purchasin" decision of the S(id Steer +oader in terms of +icense to drive parameter is lo as >: out of :6 construction companies have rated for lo and very lo option as they are not that much concerned about the licensin" process as it is not that tou"h and some of the product doesnJt requires any type of license-

#= 4arranty Period
38

 &abular form0

Hery 8i"h 9?

8i" h 9E

Avera"e E

+o <

Hery +o >

Interpretation0
From the above "raph and table% e can understand that the purchasin" decision of the S(id Steer +oader in terms of arranty period parameter is very hi"h as >= out of :6 construction companies have rated for very hi"h and hi"h option as they are investin" 9: to << la(hs per product hich is a very lar"e amount- So it is normal to e.pect a "ood arranty period for the product-

J= Pay6ent Ter6s and *onditions

39

 &abular form0

Hery 8i"h @

8i" h 9?

Avera"e <6

+o >

Hery +o <

Interpretation0
From the above "raph and table% e can understand that the purchasin" decision of the S(id Steer +oader in terms of payment terms and condition parameter is hi"h enou" as <: out of :6 construction companies have rated for very hi"h and hi"h option but e can also see that <6 companies have voted for avera"e option- 3ormally Payment is done in ratios by the companies-

%= Price $egotiation
40

 &abular Form0
8i" h 96 Hery +o 7

Hery 8i"h 97

Avera"e 97

+o @

Interpretation0
From the above "raph and table% e can understand that the purchasin" decision of the S(id Steer +oader in Price 3e"otiation parameter is mi. as <7 companies have rated for very hi"h and hi"h options and <= companies have voted for avera"e to very lo options- #i" venture donJt "o for price ne"otiation part as they loo( for quality product- #ut the middle level companies some here thin( about the price ne"otiation-

41

*ha<ter ; indings and Suggestions

42

:6 out of <:6 2ompanies are usin" multi C brands in SS+ in Pune Re"ion- In hich e have seen only 96 companies% are usin" *ohn !eere SS+- Other 76 companies are usin" different brands li(e &ere.% caterpillar% *2#% #obcat and $am/en- So there is a bi" potential in mar(et because performance ise *ohn !eere Product is ay to better than other brands- *ohn !eere here in India should promote their product- &he advertisement is less e canJt see any sho rooms in India as compared to *2# and 2aterpillar-

Around <66 SS+ are used by that :6 companies from that *ohn !eere SS+ are only 9< and in others cate"ory 99> SS+ are there- &hat means companies are more li(ely to focus on Indian brands as &ere.% *2# and $am/en comes under this cate"ory- 8ere also e su""est that promotional activities or Industrial 5.poJs should be done hich ill help to build up ima"e in front of the companies-

'ost of the companies consider the price of the product parameter hile purchasin"- As researched e have seen that the price of the product is hi"h by > to 7 la(hs hich is a bi" amount- A"ain for the different applications customer has to bare the amount startin" from 96( to 9-: la(hs- *ohn !eere must see to that the price should be competitive and should be decreased-

Frei"ht char"es% !uties and other ta.es are more on *ohn !eere SS+ because itJs directly been imported from US and 2anada- If possible they can open an assembly plant in India hich ill reduce the prices and also it ill help to "ro in Indian 'ar(et-

*ohn !eere doesnJt provide ell after Sales Service they have a very limited area in India% so they provide third party to provide them ith the after sales issue- So they should focus on that area as lar"e no- of companiesJ rate for that parameter-

!elivery period is : to = months for *ohn !eere SS+ as it has to be imported from the ori"in country hich ma(es it very difficult to deliver as it has to "o from
43

various quality chec(s- 8ere Indian manufacturers "et the early bird chance as they provide the product in < to > months and even earlier if required #ein" an e.cellent quality product in the se"ment it is lac(in" in various fields of mar(etin" hich is eventually a loss and bi" threat for *ohn !eere in Indian 'ar(et- &hey should come up ith ne mar(etin" strate"ies and promote their product in such a ay that the efficiency and productivity should be hi"hli"hted-

'ar(et in current situation has been ell captured by *2# and &ere.- *2# have created a monopoly in the minds of people that *2# canJt be replaced by any other product- &he Price comparatively is ay to lo er by > to 7 la(hs and doesnJt have more than : applications-

44

L#M#TAT#O$S

As the project involved the mar(etin" research usin" questionnaires% vie s e.pressed by the respondents are confined to the elements of questionnaire- #ut I tried to "et more information throu"h "eneral questions so that I could reach at the clear picture of the situation-

#et een the sender and the receiver% due to differin" perceptions% communication errors in the form of miscomprehension% selective perception etc- creeps in- In this case too% these ere unavoidable% and thus mi"ht have added to sli"ht inaccuracy in my results-

All customers are not ali(e- &hus the results may not hold true for every individualIn some instances respondents may not have revealed the truth-

45

*ha<ter C *onclusion

46

&he project started

ith the intension to find the best mar(etin" strate"ies for hich is construction equipment- 2ompany provided me

the S(id Steer +oader

ith the data base of t o hundred and fifty constructions company detail% from hich I selected only fifty companies- &hese 2ompanies are usin" more than one brand of SS+- !ata collection as done by cold callin"% mails and informal as done from hich e C formal meetin"s- After that analy/in" part

concluded that thou"h bein" a quality product% in India *ohn !eere needs to or( on their promotions and pricin" strate"ies- Promotions as in advertisement% if e canJt see any of them on television or any #illboards- Prices e can see that *2# and &ere. has of the *ohn !eere SS+ are more if compared to other product- In Indian 'ar(et% e tal( about current situation then created a bi" impact on consumers here throu"h their advertisement and less prices% hich has also created a "reat amount of "ood ill in India- &hus% as per my su""estion they should reduce the prices and see to that "ood promotions throu"h advertisement is done that can hi"hli"ht their products efficiency and productivity-

47

#iblio"raphy
4ebsites0
-deere-com -indo"roup-asia -"oo"le-com - i(ipedia-com

#oo(s0
2- R- 1othari C Research 'ethodolo"y

2ompany +iterature0
*ohn !eere #rochures Indo $roup #rochures Printed +iterature from *ohn !eere India

48

AnneBures Duestionnaire
A2 Personal Details=

3ame of the Firm0 VVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVV 3ame of the O ner0 VVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVV 5stablished Since0 VVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVV 2ontact !etails0 VVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVV Sector of Operation0 VVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVV

!2 :uestionnaire=

9G 4hich of the follo in" brandSbrands of SS+ are you usin"U aG *ohn !eere bG &ere. cG 2aterpillar dG Others0 VVVVVVVVVVVVVVV

<G In hat number do you have SS+Js of above companyU aG *ohn !eere0 VVV bG &ere.0 VVVV cG 2aterpillar0 VVVV dG Others0 VVVVV

49

>G 8o much ould you rate on follo in" parameters related to purchasin" decision of SS+U FPlease "ive your ratin" on the scale of 9 to :% here 90 very +o % >0 Avera"e ) :0 Hery 8i"hG

Ratin" on the scale of : Sr3o9 < > 7 : = ? @ E 96 99 9< Parameters Price of the product Product !esi"ns Product Applications Frei"ht 2har"es% !uties ) &a.es 'aintenance ) Repairs FA'2G After Sales Services Frei"ht char"es !elivery Period after order is placed +icense to !rive SS+ 4arranty Period Payment &erms and 2onditions Price 3e"otiation &han(s for your helpW-Si"nature Hery 8i"h F:G 8i"h F7G Avera"e F>G +o F<G Hery +o F9G

50