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Marketing Mix strategy of Massey Ferguson tractor
CHAPTER 1
General Introduction : Human wants can be satisfied by goals & services. It can be created through the process of production, It is absolutely necessary on the past of the produces. To know the value structure of the society & preferential motive of the consumer because profit in the main objective / Motive of producers. Marketing is a System Created by Society for the Purpose of Supplying the Goods and Service essential for day to day requirement. Marketing has been gaining more importance in recent years. What the customer is looking for today is utility fuel economy reliability Maintains affordability. Performances good after Sales Services at reasonable cost & affordable & available spare tools statues safety & comfort which include car riding the above are the common assets of consumer because these are in numerable of four wheeler e.g. Tractors, Jeeps & four Wheelers
Government First Grade College Shiralakoppa
Marketing Mix strategy of Massey Ferguson tractor There are many Magazines about Vehicles, which can give the consumer information like fuel efficiency, cost, price, ergonomic but the Magazines repair ability, availability of spares parts services rendered etc. Massey Ferguson& company : Massey Ferguson& Company, founded in 1837 has Grown from a one-man black smith shop into a world wide Corporation that today does business in more than 160 Countries and employees over 46,000 people world wide. John-Massey Fergus one consists of three equipment-operations (agricultural, commercial & consumer and construction & forestry). Credit operations & three Support Operations (parts, power systems & technology services) It is one of the oldest Industrial companies in united States, & in 2003 was Included in business Ethics Magazines list of 100 best Corporate Citizen in a June 2002 national Survey, Crain Chicogo Business ranked Massey Ferguson& company as the most trusted Illinois Company. In the same survey Massey Fergusonalso received the top ranking for its product quality. The company guided today, As it has been for more than 165 years, by core values that were exhibited by its founder have been long adopted by co. employees, Quality, Innovation, Integrity, Commitment.
Marketing Mix strategy of Massey Ferguson tractor The project come entitled Consumer Attitude towards Massey Fergusontractors with special reference to Olikar Agency, Shimoga. Is an attempt to study the consumer reaction towards Massey Fergusontractors in and around Shimoga city. Objectives of The Study :
To study the product mix strategy of Massey Ferguson tractor. To study the price mix of John Massey Ferguson Tractors. To study physical mix strategy of John Massey Ferguson Tractors. To study the opinion of dealers techniques & uses of Massey Ferguson
tractors.
To study marketing problem of Massey Ferguson tractors. To suggest measures to overcome weakness it any in the marketing of
Massey Ferguson tractors. Scope of Study : Though Massey Ferguson Tractors have national market the present study have been carried out only in the Shimoga city. Some of the factor that effects the marketing of Massey Ferguson Tractors may have not been analyzed in this study.
Marketing Mix strategy of Massey Ferguson tractor Limitation of the study : 1. The study has been restricted to the users of John-Massey Ferguson tractors only. 2. The report in based on primary date collected. 3. Non-availability of complete secondary data. Hence the information collected from Magazines & Journals are taken as the base of study & assumed to be factual. 4. Due to the limited time sample size is to be restricted to 25 respondents. Methodology of the Study : a) Data Base b) Sampling Plan c) Statistical tool used The primary & secondary data are collected used for the preparation of the project report. a) Data Base : The Primary Data has been collected through personal interviews with a questionnaire the primary data has been collected from the users mechanics & dealers. The survey has been used for collecting data through personal interviews.
Marketing Mix strategy of Massey Ferguson tractor The Secondary Data has been collected from various news paper, Magazines, Journals & trade Journals business India, Motor India & Auto India. b) Sampling Plan : 1) The random sampling method is adopted for selecting the user mechanics. 2) The personal interviews method is adopted to collect data from the respondents. 3) About 25 users of John-Massey Ferguson Tractors are interviewed for collecting primary Data. Statistical Tool Used : Percentage calculation, tabulation, class tables and graphical presentations are techniques used to collect data from the consumer survey.
Chapter II
To enrich the lives of millions brings in a ray of sunshine add a touch of glory thats the John-Massey Ferguson story. Agriculture is the mainstay of the Indian economy. To add value to this sector is to add value to a significant sector of the economy. It means the touching the lives of millions of formers and helping them enrich their future. Massey Ferguson in India : Founded in 1837,Massey Ferguson and company have established a heritage of quality products and services providing performance that endures to customers worldwide. Massey Ferguson is one of the oldest industrial companies in the United States does business in over 160 countries and employs approximately 46000 people allover the world including India. Massey Ferguson is the worlds leading manufacturer of agricultural and forestry equipment. A leading supplier of equipment used in lawn, grounds and turf care, and a major manufacturer of construction equipment. It additionally manufactures engines used in heavy equipment and provides financial services and other related activity that supports the core
Marketing Mix strategy of Massey Ferguson tractor business. Throughout the years, John-Massey Ferguson has continuously entered into new areas of diversification. Philosophy of the company : They approach of Massey Ferguson is responsibilities with ambition and resource fullness. They organize themselves for the transparently and harmonious flow of work. They respect sounds theory and encourages in creating experimentation. They also make their work place a source of pride. Massey Ferguson the way : Massey Ferguson of company, have teamed up to give the farmer the best a world class tractor for productive farming the assurance of a long standing. This synergy and strengths gives the farmer a win-win situation, right through the year-in equipment service and support. Vision Statement : John-Massey Ferguson will be a professionally managed company delivering genuine value to customers and share holders. This team based, learning organization will continuously improve its processes by bench marking key business drivers on a global basis. It will flow the ethical guidelines of the parent companies and create and sustain a culture or trust, fairness and integrity, while meeting the expectations of employees, stake holder and society.
Marketing Mix strategy of Massey Ferguson tractor Company highlights : John-Massey Ferguson and company announces the tender offer
consideration for its debt tender offer. John-Massey equipment. John-Massey Ferguson retail sales commentary. Partnering to build great business. John-Massey Ferguson introduces swath control pro on 4720 and 4920 sprayers. John-Massey Ferguson one source Announces 2205 top territory manager and Distributor of the year. Massey Ferguson and company announces quarterly dividend. Company milestones : 2000 Field vision lighting is introduced on Massey Ferguson tractors. Ferguson introduces all new line of riding lawn
The high density xenon light improves operator visibility up to 300 percent. 2000 -Massey Ferguson invests $2 million (U.S.) to reduce solvent emission from the painting operations by 95% at the seeding group and Massey Ferguson harvester cylinder division operation in Moline, Illinois.
Marketing Mix strategy of Massey Ferguson tractor 2000 The U.S. Department of energy recognized John-Massey
Ferguson power system, water 100, lower through the clean cities national award for promoting the use of alternative fuels in the market place. 2001 -Massey Ferguson facilities in the United States received 18 awards from the U.S. national safety council for work place safety. 2001 -John-Massey Ferguson and partner Design Manufacturing Systems (DMS) received one clean air excellence award from the U.S. environmental protection agency for the induction of a fuel-efficient two-cycle engine. 2005 -New headquarters for John-Massey Ferguson world wide
commercial 7 consumer equipment division in carry, North Carocina, received the urban conservation award from the local wake soil and water conservation district. 2008 -Massey Ferguson facilities in the United States, Canada and South America received 62 awards from the U.S. national safety council. 2010 -Massey Ferguson Horicon works received the John brogan of
environmental achievement award from the Wisconsin Department Natural resources for waste reduction and pollution prevention.
2009 -The Minister of environment and traffic from the Baden Wurttemberg, Germany recognized John-Massey Ferguson Werke
Mannheim for outstanding environmental performance. The Mannheim
Marketing Mix strategy of Massey Ferguson tractor factory was selected from almost two dozen entrants who participated in Intensive audits for the honor. 2010 Business ethics magazine namedMassey Fergusonone of its 100
best corporate citizens for 2002, ranking the company 64 th on its annual list, up three places from its 2002 ranking. 2011 -Along with 16 other companies, John-Massey Ferguson recognized as one of Americas safest companies by occupational hazards magazine a national publication for occupational safety and health professionals.
2012 -John-Massey Ferguson was named as one of 44 recipients for the newly created MATERIALICA award given by International forum design Honnaver, Germany for major advancement in the field of renewable materials. 2012 -Business ethics magazine again named John-Massey Ferguson of its 100 best corporate citizens for 2004. In 47th place,massey fergusons ranking is improved over its 2003 ranking by 17 positions. 2013 -Environmental safety and fire protection video developed by JohnMassey Ferguson water 100 (10wa) works for its contractors was selected as a winner at the 25th annual telly awards. 2013-Introduction John-Massey Ferguson and company announces top new and
territory manager and distributor of the year.
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Chapter - III
Every farmer looks for a tractor that is modern and cost efficient. A tractor that will enhance his productivity and be his in progress. The range of Massey Fergusontractors address, this need precisely the worlds favorite tractors set unprecedented standards in industry with a whole range of features that offer a whole range of advantages. Incorporating modern techniques, the tractors are designed for more power and more comfort, greater safety and higher reliability to integrate with the newest environmental management system. And finally, they have high aesthetic appeal and low maintenance costs. In India, the manufacturing programme covers the 55hp Massey ferguson tractors model 5310, the 47 hp tractors model 5203, the 42hp tractor model 5203 and 70hp model 5310 S and the 40hp tractors model 5103. World class technology : Massey Fergusontranslates the farmers interest into superior product feature through its world class manufacturing facility at Sanosadi, Pune spread across 112 acres. The factory has a total built up area of around 50,000 sq. mtr Manufacturing is carried out at thee inter-linked factories
Government First Grade College Shiralakoppa 11
Marketing Mix strategy of Massey Ferguson tractor transmission is carried out vehicle assembly, modern manufacturing practices like JIT Delivery of components at assembly section and movement delivery of components at assembly station and movement of tractor parts through an overhead conveyer ensure streamlined operation. The total manufacturing efforts is geared to provide towards value the customer through high quality standards. Transmission factory : The heart of the factory the transmission assembly has state of the art systems adopted from the best assembly practices of renowned leaders, drive train from Knazaki, Japan, Rear axle from Massey Ferguson Germany and rock shaft from Mitu, Italy. This provides one of the finest tractor transmission system. The 300 odd components in the transmission system are manufactured to precise tolerances for efficient transmission of power high precision, CNC machines ensure high quality of components manufactured while CMM machine check adherence to quality standards. Engine factory : The engine factory line is designed to produce one of the worlds highly fuel efficient and powerful engines. Each station is ergonomically built in features to ensure adherence to exacting quality standards.
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Marketing Mix strategy of Massey Ferguson tractor The engines are transported during assembly on overhead conveyer. A leak at sub-assembly stage and as fully assembled engine is conducted to ensure a 100% leak proof engine, pre-operation and post-operation online quality critical joints are fastened using electric multi-spindle machines capable of torque, yield and angle control. Vehicle factory : The assembly of Massey Ferguson tractors is carried out trough an overhead conveyor, system this ensures high productivity through lower operation fatigue and greater convenience. Inspection loops carryout random auditing of the tractors under assembly. Pneumatic tools torque wrenches with designated torque for fasteners. Provided at every station ensure high reliability and at the end of the assembly line every tractors undergoes final inspection to ensure the stringent quality standards are met.
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14
15
MF 400 80 - 100HP
The MF400 Series is designed to be the multi-tasking workhorse of the farm. Reliable, functional and economical, it can help you to take on every job with confidence .Powerful fuel efficient engines are available in 80 or 100 horsepower together with simple heavy duty transmissions and the option for a fully enclosed cabin. These features provide a high level of functionality, improved durability and greater ease of use giving the MF400 Series tractors the capability to handle any task with ease. Key Features 80 or 100 Horsepower ROPS (Roll over protection structure) or fully enclosed cabin. Simple and dependable Perkins 1104 engine 12F x 4R transmission with side shift 540/1000 PTO independent or forward speed Four Wheel Drive Functional Hydraulic System 3200 kg three point linkage lift capacity Proven and trusted design bred from unmatched Massey Ferguson heritage.
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Marketing Mix strategy of Massey Ferguson tractor Specifications Max. Engine HP(kW) @ rated engine rpm Perkins Engine Model Cylinders and Aspiration Emissions Total Displacement Clutch Transmission Front Axle Brakes & Final Drives PTO Type MF445 Cab and ROPS 80 (60) 1104 4-Naturally aspirated Tier 2 4.4lt Dry 12F/4R partially synchronised 4WD Hydraulic actuated wet disc Independent 540/1000 rpm MF455 Cab and ROPS 100 (75) 1104 4-Turbocharged Tier 2 4.4lt Dry 12F/4R partially synchronised 4WD Hydraulic actuated wet disc Independent 540/1000 rpm
MF 3600 Series 84 hp - 102 hp
Designed for agriculture, orchards and municipal applications The Massey Ferguson 3600 Series is a range of specialist tractors suited to horticultural, agricultural and municipal applications. Built in Europe, these are powerful, compact and maneuverable tractors available in a range of widths and high standard specification.
The Massey Ferguson 3600 Series combine modern styling, a spacious cab and outstanding performance characteristics These rugged and highly developed tractors are already being recognized for their tough versatility and capacity for hard work.
Key Features 5 models available 84hp (all variants) and 102hp (F variant only) Cab or Footstep version available in S variant 4 wheel drive 24 Speed Transmissions 2 Speed PTO Open Centre Hydraulics with 62 ltrs/min Flow 3 Rear Spool Valves Choice of width : V/S and F version AGCO POWER engine 3 cyl / 3,3 litres Common rail injection
Model AGCO POWER Engine No. of cylinders / Displacement Bore / stroke Injection type Max Power at 2,000 revs (hp) Max Torque (Nm/ 1400 rpm) Aspiration Emission stage Fuel Tank capacity (L)
MF3640 V,S,F 33 CTA 3 / 3,300 108/120 Common rail 84 345 Turbocharged and Charged air cooler Tier III 64 L
MF3660 F 33 CTA 3 / 3,300 108/120 Common rail 102 405 Turbocharged and Charged air cooler Tier III 64 L
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MF 9000 DI Planetary Drive

SPECIFICATIONS :-
Make :- MF & Tafe Model:- MF 9000 DI Drive:- 2WD Engine Simpson SJ 327 T III A Engine Type:DI, 4 Stroke, Diesel Horse power:50 HP No. of cylinders :- 3 Cubic Capacity:- 2700cc Pump:Inline Transmission Fully Contant Mesh gear box No. of gears :8F+2R Forward Speed :- 35.8 kmph Reverse Speed:- 13.8 Hydraulics live hydraulic pump with adjustable outside check chains operated with DC and PC lever with mix control Pump type :- Gear Pump Towing-Hitch Front towing hitch, upper transport hitch, multi-hole drawbar Lift capacity :- 1700 kg Hitch :3 point , CAT II Steering Power Steering
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Marketing Mix strategy of Massey Ferguson tractor Power take of Two Speed PTO PTO hp:47hp No. of splines :- 6 PTO rpm:540 @ 1790 Erpm Clutch Dual Dry type single friction plate Heavy duty single plate Cooling and cleaning Forced water cooled cooling system Oil bath type three stage air cleaner Electrical battery :- 12v 75AH battery starter motor , alternator 12V 36 A with in built regulator head lamp rear brake lights, parking lights plough lamp,registration lamp. Brakes Oil Immersed Multi Disk Brakes Mechanical Actuation Dimensions(mm) Total Length:Total Width:Total Height:Wheel Base:Ground Clearance:Turning Radius:Total Weight(kg):Capacities(ltr. Fuel Tank:Transmission 60 3595 1800 2235 1980 380 3200 2140
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Marketing Mix strategy of Massey Ferguson tractor & hydraulics:Coolant :Tires Front tires:Rear tires :Dashboard 6.00-16, 8Ply Rating (6.5-16 optional) 14.9-28, 12Ply Rating (16.9-28 optional) 38 12
Oil gauge,RPM cum haur Meter, temperature gauge , Indicated Switch for high beam lights Extra Features * Space D Platform * Heavy duty front axle * Rotary Pump * High torque backup * High Fuel Efficiency * Easy to operate * Adjustable seat * Raised platform * Push type pedals MF 241 DI Mahashakti Crown Series
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Marketing Mix strategy of Massey Ferguson tractor H P Range Engine Cylinders Cubic Capacity Fuel Injection Cluch Tranmisson Type No of speeds Tyres Front Rear Max road speed -6.00 x 16 -13.6 x 28 --Forward Speed 32.3 kmph Partial Constant mesh with Side shift 8 Forward + 2 reverse 42 H P --Simpson S325.1 Engine TIII A --3 --2500 cc ---PumpInline ---- Dual dry
Breakers --------- Sealed dry disc brakes Steering -------Manual - Recirculating worm, ball and nut type Electrical ------12V 36A Alternator,12V 75 Ah battery Dimension and weight Overall length Overall width Overall height Wheel base 3340 mm 1660 mm 2200 mm 1785 mm
Min. ground clearance 345 mm Tank capacity 47 ltr
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Chapter - IV
Dealer net worth : The company has established a network of dealer equipped to attend all customer needs, training demonstrations spare parts. After sales service, any thing related to tractor care. Dealer show rooms and dealer work shops are strategically located to provide prompt after sales and service support. A carefully selected dealer network ensures the high standards of excellence and reliability that is associated with Massey Ferguson broad and Massey Ferguson in India. The company aims to provide the quality of service that John-Massey Ferguson and customers have always experienced efficient, quick of reliable. Office network : The company has a network of area offices and depots in the country to facilitate sales and service. Enquiries are looked into and attended to immediately by company officials. History of Olikar Agency : Olikar Agency Pvt. Ltd. is a sole trading concern dealing in automobile business since 1984 in Shimoga city under the name of Oli kar Tractors.
Marketing Mix strategy of Massey Ferguson tractor Mr.Krishna had taken the dealership of Massey Ferguson tractors in the name of Olikar Agency Pvt. Ltd. Olikar Agency is the authorized dealer for Massey Ferguson tractors manufactured by Massey Ferguson company Ltd. This firm came into existence with a view to serve the public with efficient sales and service station for Massey Ferguson tractors. The
showroom of Massey Ferguson tractors is situated on P.B.Road, Bangalore577 006. The service station is situated opposite the showroom. The service areas have been upgraded as per company specifications. Infrastructural facilities : 1. Land and Building : The firm has a showroom and garage just opposite of the firm and total area occupied by the firm in between 2500 sq.ft. to 2750 sq.ft. 2. Power : The electric power requirement of the firm is of 150 to 200 units per month. The electric power consumed by the firms showroom is about 75 units and service station like water washing of vehicles etc. take the power consumption of 75 to 85 units. 3. Machinery : The firm is well equipped with washing machine and special tools needed for servicing the vehicles.
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Marketing Mix strategy of Massey Ferguson tractor Other staff of the firm Dealer & owner Sales Manager Computer Accountant Work manager Fore Man Asst. Fore Man Krishna Basha, Prakash Keerthy Gangadhar Venkatramana Nagaraj, Gopi, Prakash 3,500 3,000 3,000 5,000 2,400
Price list of the Massey Ferguson tractors marked by Olikar Agency are : Types of tractors (model) 5203 S 5203 5310 S 5103 50 HP 47 HP 70 HP 40 HP 3,20,000.00 2,60,000.00 4,15,000.00 2,40,000.00 Horse Power Price list
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Chapter V
A strategy is what you are giving to do, a marketing strategy is the link between the product and the market. It provides the much desired direction for allocating the marketing effort. It is translated into an action plan through the tools of marketing management. These tools together are called as Marketing Mix. According to the professors KEELEY and LAIOR marketing mix is imposed of a large battery of devices which might be employed to induce consumers to buy a particular product. According to Phillip Kotlar the firms task is to fin the best solution for its marketing decision variables. The settings constitute its marketing mix. In other words, marketing mix is the blend or the compound of all the marketing efforts houring round. Elements of Marketing Mix : The foregoing explanation made it amply clear that marketing mix is made up of 4 elements namely,
Product
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Price Promotion Place
That constitute the heart of marketing decision from the angle of marketer. However there can be four cs from the angle of consumers. Thus, what product is for marketer is consumer needs and wants for consumers, price is for marketer cost to the Customer, Promotion is for market and Communication for the customer and what place is for marketer in convenience for customer. 1) The Product Mix : The product is the focus of marketing and marketing efforts. Product is the sum total of physical and psychological satisfaction. It provides to the buyer, a product is the sum total of parts like materials used in its constructions and its ability to perform. Its packaging, its brand and the intorgebles associated with it, all that speak about personality (as) Image. 2) The Price Mix : Price is the major marketing tools and helps in directing the product to a specific consumer segment. Price is the value of a product expressed in terms of money price is a powerful instrument in which both the buyer and are keenly interested. 3) Promotion Mix : Promotion mix is the communication mix which bears with the personal and impersonal persuasive communication about the
Marketing Mix strategy of Massey Ferguson tractor product (as) service of the manufacture. Though the companies communicate with their present and potential customers in wide variety of ways, the must distinguishable categories are 2 namely (i) personal & (ii) impersonal. 4) Place Mix : Place can distribution mix stands for the matching arrangements for the smooth flow of goods and services from the producers to the consumers. It is concern with creation of place, time and possession utilities. In other words it signifies two things namely (i) physical distribution and (ii) Channels of distribution. Marketing strategies adopted by John-Massey Ferguson and its dealers : According to Philip Kotler, a marketing strategy is a consistent appropriate and feasible set of principles through which a particular company hopes of achieve its long term customer and profit objectives in particular competitive environment. A companys marketing strategy have to take several factors into account including : 1) The companys competitive size and position in the market. 2) The Companys resources, objectives and policies. 3) The competitors marketing strategies. 4) The target markets buying behaviour.
Marketing Mix strategy of Massey Ferguson tractor 5) The stage of the product life cycle. 6) The character of the economy. We can gain further insight into the competitive area by classifying companies by the role. They play in the market with that of market leader. Market leader strategies : The Massey Fergusoncompany Ltd. has the largest sale of tractors. It usually leads the other company in price changes, new product introduction, distribution coverage and promotional intensity. The various marketing strategies adopted by Massey Fergusoncompany and its dealers are explained as below : 1) Demonstration and free test drive : When the company introduces a new product in the market, it demonstrates its vehicle to the customers and provides from test drive, with a view and educate them at dealer showroom. 2) Free service programme : Free service coupons are provided with the purchase of new vehicle and if any parts are damaged with in the guarantee period, they are reported at free of cost by the dealer. 3) Free checkup campaign : Once or twice in a year the dealer and service engineers of the company arrange free checkup campaign and the customers are educated about the efficient handling of the vehicle.
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Marketing Mix strategy of Massey Ferguson tractor 4) Advertisement : With a view to create demand for the product in the mind of the customers and to improve the competitive strength, the company advertises its vehicles through various media such as T.V., News paper, Magazines, Sign board etc. 5) Field staff : Dealers will send their field staff to villages, rural and urban areas to educate the customers about the uses of vehicle and also takes orders.
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Chapter - VI
This chapter deals with the socio-economic characteristics of the users of Massey FergusonTractors, this is based on Primary Data which has been collected from 25 respondents in Shimoga city & surrounding villages. A structured questionnaire was employed to collect the require date from the users of Massey Fergusontractors. To make survey analysis more meaningful simple tables and charts have been used. Following is the survey analysis :Table 1: Table showing age of respondents purchase the Tractor. Age 20-30 30-40 40-50 50 above Total No. of respondents 12 07 04 02 25 Percentage (%) 48 28 16 08 100
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Marketing Mix strategy of Massey Ferguson tractor Analysis Above Table shows that of the respondents, 48% fall in the age group of 20-30 years, 28% in the age-group of 30-40 years, 16% in the age-group of 40-50 years & 8% in the age-group of 50 years & above.
60 50 40 30 20 10 0 20-30 30-40 40-50 50 above
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Marketing Mix strategy of Massey Ferguson tractor Table 2 : Classification of respondents based on the education level. Education Level No respondents Percentage (% age)
S.S.L.C
08
32
Graduation
12
48
Post Graduation
01
Others
04
16
Total
25
100
Analysis From the above table, it can be inferred that out of 25 respondents, 32% were educated upto S.S.LC, 48% were Graduation, 4% were PostGraduation & 16% were others.
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60 50 40 30 20 10 0 S.S.L.C Graduation Post Graduation Others
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Marketing Mix strategy of Massey Ferguson tractor Table 3 : Classification of the Respondents on the basis of occupation Occupation No. of Respondents Percentage
Farmer
17
68
Business
05
20
Profession
02
08
Employee
01
04
Total
25
100
Analysis The above Table shows that 68% of respondents are farmer, 20% are in business, 8% are professionals & 4% are employees.
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70 60 50 40 30 20 10 0 Farmer Business Profession Employee
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Marketing Mix strategy of Massey Ferguson tractor Table 4 : showing the source of information about the John-Massey Ferguson tractor Source of Information No. of Respondents Percentage
Advertisements
13
52
Friends
03
12
Television
05
20
Press
04
16
Total
25
100
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Marketing Mix strategy of Massey Ferguson tractor Analysis The above table shows the source of information about the JohnMassey Ferguson tractors. 52% of the respondents came to know of JohnMassey Ferguson Tractor through advertisements, 12% through their
friends, 20% through TV channels and 16% through press.
60 50
40
30 20 10 0
Advertisements Friends Television Press
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Marketing Mix strategy of Massey Ferguson tractor Table 5 : Classification of respondents on the basis of factors influencing the purchase of John-Massey Ferguson tractor. Influencing Tractor No. of Respondents Percentage % age
Quality
09
36
Performance
08
32
Mileage
05
20
price
03
12
Total
25
100
Analysis Out of surveyed respondents 36% were influenced by the quality of JohnMassey Ferguson tractor. 32% by performance, 20% by the mileage of John-Massey Ferguson Tractor, 12% by the price of the John-Massey
Ferguson tractor.
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40 35 30 25 20 15 10 5 0 Quality Performance Mileage price
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Marketing Mix strategy of Massey Ferguson tractor Table 6: Showing opinion of Respondents about the price of John-Massey Ferguson tractor. Price No. of Respondents % age
High
11
44
Low
05
20
Moderate
09
36
Total
25
100
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Analysis Price is the exchange of value for goods & service, expressed in terms of money. Out of 25 respondents 44% of them expressed that price of tractor is high, about 20% of them expressed that the price of vehicle is low and remaining 36% of them expressed that the price of the vehicle is moderate.
36%
44% 20%
High
Low
Moderate
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Marketing Mix strategy of Massey Ferguson tractor Table 7 : showing respondents opinion about the performance of JohnMassey Ferguson tractor. Performance No. of Respondents % age
Not good
04
16
Moderate
16
64
Excellent
05
20
Total
25
100
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Marketing Mix strategy of Massey Ferguson tractor Analysis
Since tractors are used for agricultural & commercial purpose, there may be frequent break Down. Out of 25 respondents 16% of them expressed that the performance of John-Massey Ferguson Tractor is Not good, 64% of them expressed that performance is moderate & 20% of them expressed that its performance is excellent.
70 60 50 40 30 20 10 0 Not good Moderate Excellent
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Marketing Mix strategy of Massey Ferguson tractor Table 8 : showing respondents opinion about the service provided by JohnMassey Ferguson company. Opinion No. of Respondents Percentage (%)
Satisfactory
19
76
Unsatisfactory
06
24
Total
25
100
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Marketing Mix strategy of Massey Ferguson tractor Analysis The above table clearly shows that 76% of respondents feel satisfied with the service provided by John-Massey Ferguson company and
remaining 24% are unsatisfied with the service provided by John-Massey Ferguson company.
24%
76%
Satisfactory
Unsatisfactory
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Table 9 : Showing opinion about price of spare parts. Price No. of Respondents Percentage (% age)
High
13
52
Low
07
28
Moderate
05
20
Total
25
100
48
Analysis
Out of 25 respondents 52% said that the price of spare parts are high, 28% as Low and 20% as Moderate.
20% 52% 28%
High
Low
Moderate
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Table 10 : showing respondents opinion about the after sales service of the company.
After sales service No. of Respondents satisfactory Percentage (%)
Yes
19
76
No
06
24
Totals
25
100
50
0% 24%
76%
satisfactory
Yes
No
Analysis
Buyer always expects better after sales service. Out of 25 respondents 76% of them are satisfied with after sales service of the company and 24% of them are unsatisfied with after sales service of the company.
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Marketing Mix strategy of Massey Ferguson tractor Chapter VII Major finding of the survey :
1) Major age group of respondents is 20-30 years. 2) Most of the respondents are graduates. 3) Major occupation of respondents is agriculture. 4) Major source of information is advertisement. 5) Major influencing factor which purchasing Massey Fergusontractor is
quality.
6) Majority of respondents feel that the Massey Fergusontractor is high. 7) Majority of the respondents consider the performance of Massey
FergusonTractor as moderate.
8) Most of the respondents are satisfied with the service of John Massey
FergusonCompany.
9) The price of Massey FergusonTractor spare parts is high. 10) After sale service is satisfactory.
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On the basis of survey finding it is observed that majority of customer have expressed their satisfaction about the performance & outlook, designs of John-Massey Ferguson tractor offered by John-Massey Ferguson and Company. Some of the respondents have given suggestion for improvements in the tractors. On the basis of survey findings the following suggestions are made to John-Massey Ferguson Company and its dealers. Suggestion : 1) Many consumers felt that the price of John-Massey Ferguson tractors in very high. Therefore they suggested for a reduction in the price of JohnMassey Ferguson tractors. 2) John-Massey Ferguson company should adopt latest technologies for further improvement of the fuel efficiency of its tractors. 3) The users have complaint regarding after sale service of the dealers has highly unsatisfactory, it is suggested that the company should advice the sealers to render better after sale service to its customers. 4) It has been suggested that to create awareness & popularise its tractors John-Massey Ferguson company should go for frequent advertisements in magazines news papers, hoardings and T.V. advertisements.
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Marketing Mix strategy of Massey Ferguson tractor 5) The company should assure ready availability of spare parts through the dealers. 6) The price of spare parts is also costly as compare to competitors spare parts. Hence it is suggested that the company provides necessary spares at reasonable prices. 7) The dealers should provide satisfactory services to the customers of JohnMassey Ferguson tractors.
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Marketing Mix strategy of Massey Ferguson tractor Conclusion : Now we can recall the things discussed in earlier pages. For last 5 to 6 months many changes have been taken place in tractor market. This is the conclusion chapter were we have short-listed all that we have furnished in the preceding chapters. India is an agricultural country, where 70% population of the country is engaged in agriculture and thus tractors have emerged as one of the major requirements of the agricultural masses. Among major players in the tractor segment, John-Massey Ferguson has successfully emerged as the market leader in the total tractor market. With a continuous improvement in its models & technology, it has earned a good reputation in the every hook & corner of the country. Apart from this John-Massey Ferguson company ltd. also export a considerable range of products. In Shimoga city, the sale of John-Massey Ferguson is increasing at a steady rate. The credit of which duely goes to the efforts made by the company and its the dealers giving the best technology product and service to the prospective customers. In preceding chapter, the various marketing strategies adopted by John-Massey Ferguson and its dealers are discussed. These marketing strategies adopted by the company and its dealer have provided many
Marketing Mix strategy of Massey Ferguson tractor facilities to the prospective customers such as Demonstration of vehicle, Free Service Programme, free check-up campaign, credit facilities etc. These marketing strategies have helped John-Massey Ferguson and its dealer in increasing its sales. The survey conducted in Shimoga city has provided much information and suggestions from the respondents of the survey, from these information & suggestions, it was noted that many customers largely prefer John-Massey Ferguson. Some of the respondents have expressed that after sales service provided by the dealers is satisfactory, some of them expressed that mileage must be increased and some of them said that new shape and design of tractors must be introduced. As Indian farmers are poor, they dont have adequate finance for purchasing the tractors. So govt. has introduced many financial institutions for providing loans to the farmers at low rate of interest and which is boosting the sales of tractors in the economy. From the above discussions, we can conclude that John-Massey Ferguson have earned a lot of reputation in Indian tractor market. It is earning a good income every year. Large numbers of respondents are satisfied with the performance & quality of service provided by the John-Massey Ferguson & its dealer. How ever, further improvement must be made by -Massey Ferguson to compete with other tractor manufacturing companies
QUESTIONNAIRE
Dear Respondent, I am a student of final year B.B.M. in G.F.G. College, Shiralakoppa city. In partial fulfillment of my course I have undertaken a project work on Marketing Mix strategy of Massey ferguson with reference to Olikar Agency, Shimoga I would therefore, be greatful if you kindly spare me a few minutes to answer the following questions. Thanking you, Yours sincerely ( 1. Name : )
________________________________________________ 2. Address :
________________________________________________ 3. Age Group (a) 20-30 (c) 40-50 4. Qualification (a) S.S.L.C. (c) Post-graduation (b) Graduation (d) Other, please specify __________ (b) 30-40 (d) 50 & above
57
Marketing Mix strategy of Massey Ferguson tractor 5. Occupation (a) Farmer (c) Profession 6. Do you have any Tractor. (a) Yes (b) No (b) Business (d) Employees
7. Do you own Massey FergusonTractor . (a) Yes (b) No
8. How did you know about Massey FergusonTractor ? (a) Advertisements (c) Television (b) Friends (d) Press
9. Which factors influence you to purchase Massey Fergusontractor ? (a) Quality (c) Mileage (b) Performance (d) Price
10.What is your opinion about price of Massey Ferguson? (a) High (b) Low (c) Moderate
11.What is your opinion about performance of Massey FergusonTractor ? (a) Not Good (b) Moderate (c) Excellent
58
Marketing Mix strategy of Massey Ferguson tractor 12.Do you come across any problem in this tractor ? (a) Yes (b) No
(c) If yes, specify _______________________________________ 13.Are you satisfied with Massey FergusonTractor ? (a) Yes (b) No
14.Are you satisfied with the model of Massey Fergusontractor owned by you ? (a) Good 15.Are you get satisfied with (b) Excellent service provided with Massey
FergusonCompany ? (a) Yes (b) No
16.Are you satisfied with the after sales service of the company ? (a) Yes (b) No
17.Are spare parts easily available at all times ? (a) Yes (b) No
18.Your opinion about the price of spare parts ? (a) Yes (b) No
19.Is the show room easily accessible to you ? (a) Yes (b) No
20.Do you get help from the dealers with regard to selecting of vehicles ? (a) Yes (b) No
59
Marketing Mix strategy of Massey Ferguson tractor 21.Your suggestions about Massey Fergusontractors ? ________________________________________________________ ________________________________________________________ ________________________________________________________
Place : Date : Signature of Respondent
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Marketing Mix strategy of Massey Ferguson tractor BIBLIOGRAPHY
1. 2. 3. 4. 5. 6. 7.
Communication Encyclopedia Britannica. Company Advertisement Company proprietors Internet www.google.com, www.sharpindiatv.com Company brochures Marketing management Philip Kotler. Marketing management Sontakki.
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Marketing Mix strategy of Massey Ferguson tractor

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Price Promotion Place

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60 50 40 30 20 10 0 20-30 30-40 40-50 50 above

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