Amit Singh, 34007 Manoj Kumar, 34047 Shubham Malviya, 34046 Siddhartha Bora, 34047 Suryakant Kumar, 34161

Vanraj tractor is a mini-tractor of 10 HP, Idea was conceived by a small farmer. Mini tractor reduced the working hours of the farmer. The main purpose of the innovation was to find the solution to the problems by the bullock in the field.

Affordable price Low operating cost Three wheeler convertability Gear selection facility Best for inter-culture operations Low maintainence cost Useful for material handling in industries, airport, warehouse,etc.

Large gross cropped area. High number of small and marginal farmers. Increase in irrigated area. Lack of big players. High potential market

Conservative estimate of sales and revenue growth. Tractor was not only used as an agricultural equipment but also was a matter of pride for the villagers. Small farmers have to take loan from the bank and have to play the EMI which was not easy as they have money only at the end of the season

Indirect competition from assembled tractor manufacturers. Chinese tractors. Bullocks

The customer segments that can be identified for Vanraj are: Small farmers Large farmers Horticulture Business

Cheaper than large tractors yet handy Maximum utilization of the landholding Advantage over the bullock Cheaper maintenance cost Low break even point

The size of land holding is large. They have greater net disposable income They have higher need of farm mechanization They can be targeted by focusing on utility of farm mechanization.

The three wheel convertibility option is highly useful for intercultural operations. Horticulture operations need small gap which can be correctly achieved by small size tractor Since this area primarily belongs to the well off farmers. Hence, we can focus on them.

There are various businesses which involve material handling operations. Various industries, airports and municipal cooperations are involved in the material handling. There is need of small vehicle which can move through rough and congested streets.

Purchasing the tractor is a very high involvement purchase for farmers. Vanraj would be positioned as a value for money multi-utility product especially for Horticulture segment and large farmers for their specific needs. Sponsoring village level events and competitions would attract the attention of the target customers.

Direct marketing through demonstrations to the target audience is the most important promotion tool. In case of farmers demonstration could be given in fairs and field trials could be conducted in villages.

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