SUBMITTED BY - AJAY PATIDAR
CASE CONSTRUCTION (INDIA)
L&T Case Equipment Pvt. Ltd was formed in 1998 in Pithampur, Madhya Pradesh, India.
It is a 50:50 joint venture between Larsen & Toubro Limited (L&T) and CNH Global, to
manufacture construction equipment.
L&T-Case builds Backhoes, Vibratory Compactors and distributes Case skid-steer
In 2011, L&T decided to exit this joint venture and sold its share to CNH, and the
company was renamed Case New Holland Construction Equipment India.
BALAJI TRACTOR HOUSE
M/S BALAJI TRACTOR HOUSE
In July, 2007 L&T-CASE has appointed M/S BALAJI
TRACTOR HOUSE as dealers for sales, service and spares
of Backhoe Loader range for 13 districts of Malwa region.
The dealership is actively looked after by Mr. Santosh
The head office is located at 61-62, Khalsa Stadium near
Gangwal Bus stand, Indore (M.P.) which is well known for
commercial area of the city. Workshop is 2 km away from
registered office towards Dhar Road which is spread in
approx. area of 2000sq.ft.
M/S BALAJI TRACTOR HOUSE was rewarded as
“FOUR STAR” dealer of L&T-CASE.
It has 6 outlets/branch offices at various location of
It has more than 500 satisfied backhoe loader
customers. It has well experienced and technically
qualified sales and service staff. It have well equipped
workshop with all required facilities. It has sufficient
vehicles to provide onsite service to customers.
Construction equipments are used for many purposes which may be public or
Marketing of construction equipment is quite difficult because we have to
target potential buyers.
They use these equipments for commercial purpose to run their business. Real
estate businessman requires these equipments for developing their locations
and to construct building. Many businessmen use these equipment in their
industry for different purpose such as lifting and carrying. In mines machines
are used to transport ores, their loading and digging of the ores. They are used
to dig channels for pipe line, in building construction and road development.
Farmers uses these machine for their agriculture need, sometimes they uses
these machine for generating extra income. They used to attach construction
equipments on rental bases in developing company. Major use of these
equipments occurs in summer seasons when development activities and
agriculture work is at peaks.
OBJECTIVE OF INTERNSHIP
Objective of the internship is to learn marketing strategy of the construction
equipment. Construction equipments are commercial vehicles. Their
implement and uses are different. Their users are limited; approaching to the
potential buyer is a difficult task. Dealing in construction equipments requires
look over at all development activities because from there we can get enquires
of potential buyers.
We learn how to apply basic principles of marketing such as 4 P’s.
Information or enquires collected the event organized or with the help of any
marketing media. Enquires are also collected with the help of old
customers, financer and agents.
Follow-up of enquires.
When enquires or information are collected they are arranged in systematic
manner such as product he demanded, when do he wants to purchase.
Demos are done to satisfy the customers and giving them product knowledge.
Demos help to generate enquires.
Meetings with customers.
Meetings are organized to meet the customers to know his needs and providing
him proper equipment. Several discussions take on such as his financial
position, requirements and providing him product knowledge. Sometimes
price of the product is also decided while meeting with customers.
Customers targeted and outcome (generation of enquires).
100 Enquires collected
Hot enquires (planning to buy in two or three
warm enquires (may think about to buy product in
two or three months)
Cold enquires ( not in need)
MARKET SIZE OF THE EARTH MOVING EQUIPMENTS IN