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Mahindra Tractors - Rural Marketing
- 1. 12 – Yohan Dsouza 39 – Elaine Pereira
- 2. Global Tractor Market • Estimated sales of tractors - 31,00,000 units by end of 2026 • CAGR of 3.2% in terms of value • Globally, 30% of tractors sold are 60-140 HP engines (From the manufacturing standpoint, high prices of 60-140 HP tractors will translate into high profit margins in the view of their growing sales) • Majority of tractors manufactured globally to be developed on a hydraulic mechanism - advantages are fuel efficient, fluid transmissions, economical utility & conservative power consumption - forecast of more than 50% tractors to be sold • Garden application of tractors to gain rampant adoption of CAGR 3.7% • Utility tractors to sell more than 740,000 units by 2026 • Driverless tractors
- 3. Sales • ad Mahindra Tractors • Mahindra & Mahindra Ltd.'s, Farm Equipment Sector (FES), a part of the USD 19 billion Mahindra Group o Farm tech prosperity to Indian farmers o Technologically superior affordable solutions • Market leader in the domestic market segment - 43% share • Largest tractor company in the world; 40 countries across 6 continents, 1000 dealers world wide
- 5. 1963 – Formation of the International Tractor Company of India Ltd. Timeline 1983 – Achieved leadership position in the Indian tractor market 1994 – Autonomous sector of M&M Farm Division (FES) 2003 – Won the Deming Application prize
- 6. 2007 – Acquired leading Indian tractor company – Punjab Tractors Timeline 2009 – Mahindra & Mahindra became the No.1 tractor company in the world 2013 – Mahindra rolls out it’s 2 millionth tractor
- 7. Sales • ad Mahindra Samriddhi India Agri Awards Recognizes the heroes who have made purposeful contributions in the field of Indian agriculture
- 8. Sales • ad Competitors $ 48.5 Billion $ 35.9 Billion $ 10.9 Billion $ 9.1 Billion
- 10. Sales • ad Product • 90% Indian farmers (small 7 marginal); up to 5 acres of land use manual farming methods; labour intensive • Mechanised farming unaffordable (basic tractor) • Trakstar (Aug’17) - value seeking farmers • Target segment - farmer holding 2-5 acres of land Tractor that costs Rs 2 Lakh Mahindra Yuvraj-215 NXT
- 11. Sales • ad Price Up to 20 HP → 2 lakh - 3.8 lakh 21 to 30 HP → 3.9 lakh - 5.52 lakh 31 to 40 HP → 5 lakh to 6.5 lakh 41 to 50 HP → 5.8 lakh to 6.5 lakh Above 50 HP → 7.1 lakh to 17 lakh Arjun International – Rs. 17 lakh
- 12. Sales • ad Place • With it’s sales are predominantly in the states of Gujarat, Haryana, Punjab, Maharashtra and the Southern States • Its sales in Gujarat are under the label Mahindra Gujarat and its sales in Punjab are under the label Swaraj • Their tractor are made available in most villages from central to south India to north west states too
- 13. Sales • ad Promotion Advertisements in the skies • Mahindra promoting the new version of its tractor: Arjun Ultra-1 DLX • The banner carries an image of the new tractor, along with the message, 'Hosh uda de naya Arjun Ultra-1 DLX’ • Priya Monga, business head, RC&M says, "The craft will fly over targeted districts for two to three hours each day, which have been minutely mapped. These are locations that house potential buyers."
- 14. Sales • ad TVC
- 15. Sales • ad Promotion Other ways of promotions • Banners in rural areas • Print media
- 16. THANK YOU