CONTENTS

EXECUTIVE SUMMARY
CHAPTER: - I

Profile
Overview of the Escorts Company.
Profile of Escorts Company.
Profile of Jai Shree Tractors.
CHAPTER:- II

Theoretical Framework
Advertising strategies.
Sales promotion tools.
Sales trends.
Models of the Escorts tractors.
CHAPTER: - III

Data analysis
Data interpretation & analysis.
CHAPTER: - IV

Finding,Suggestions & conclusion

ANNEXURE
Bibliography
Questionnaire

SUMMER TRAINING
PROJECT REPORT

ESCORTS INDIA PVT.

LTD. AGRI
MACHINERY
GROUP, FARIDABAD
Project Head

Mr. S.P PANDEY

National Head-Powertrac tractors
Prepared By :

ANOOP MISHRA
Roll No. A50002214003
AMITY UNIVERSITY, GURGAON
HARYANA

PREFACE
Industrial exposure is the most crucial part of the
technical studies in which a student is able to synchronize
his technical knowledge with practical knowledge gained
in any of the organization in which he gets his training
from.
I was allotted a project titled, Marketing strategy
adopted by ESCORTS TRACTORS.
I hope that the word of my project communicates the
actual experience gained with subtlety and precision,
which is unapproachable, by any other means.
From the medium of this project report, I would like to
thank each and every honorable employee of ESCORTS
INDIA PVT LTD FARMTRAC AND POWERTRAC DIVISION,
who has helped me to gain all the knowledge in the
respective production shop, where production process
was involved.

ABOUT THE COMPANY

The Escorts Group is among India's leading engineering
conglomerates operating in the high growth sectors of
agri-machinery, construction & material handling
equipment,railway equipment and auto components.
Having pioneered farm mechanization in the country,
Escorts has played a pivotal role in the agricultural
growth of India for over five decades. One of the leading
tractor manufacturers of the country Escorts offers a
comprehensive range of tractors, more than 45 variants
starting from 25 to 70 HP.
Escort, Farmtrac and Powertrac are the widely accepted
and preferred brands of tractors from the house of
Escorts.
A leading material handling and construction equipment
manufacturer we manufacture and market a diverse
range of equipment like cranes, loaders, vibratory rollers
and forklifts.
Escorts today is the world's largest Pick 'n'Carry Hydraulic
Mobile
Crane
manufacturer.
Escorts has been a major player in the railway equipment
business in India for nearly five decades. Our product
offering includes brakes, couplers, shock absorbers, rail
fastening systems,composite brake blocks and vulcanized
rubber parts.
In the auto components segment, Escorts is a leading
manufacturer of auto suspension products including
shock absorbers and telescopic front forks. Over the
years, with continuous development and improvement in

manufacturing technology and design, new reliable

products have been introduced.
Throughout the evolution of Escorts, technology has
always been its greatest ally for growth. In the over six
decades of our inception, Escorts has been much more
than just being one of India's largest
engineering
companies.
It has been a harbinger of new technology, a prime mover
on the industrial front, at every stage introducing
products and technologies that helped take the country
forward in key growth areas.
Over a million tractors and over 16,000 construction and
material handling equipment that have rolled out from
the facilities of Escorts, complemented by a highly
satisfied
customer
base, are
testimony
to
the
manufacturing excellence of Escorts.
Technological and business collaboration with world
leaders over the years, Globally competitive indigenous
engineering capabilities, over 1600 sales and service
outlets and footprints in over 40 countries have been
instrumental in making Escorts the Indian multinational.
At a time when the world is looking at India as an
outsourcing destination, Escorts is rightly placed to be the
dependable outsourcing partner of world's leading
engineering
corporations
looking
at
outsourcing
manufacture of engines, transmissions, gears, hydraulics,
implements and attachments to tractors,and shock
absorbers
for
heavy
trailers.
In today's Global Market Place, Escorts is fast on the path
of an internal transformation, which will help it to be a
key driver of manufacturing excellence in the global
arena.
For this we are going beyond just adhering to prevailing
norms, we are setting our own standards and relentlessly

pursuing them to achieve our desired benchmarks of

excellence.

THE FOUNDING PHILOSOPHY

Over six decades back two young men set out on a
journey together armed with little beyond intelligence,
business acumen and determination and dreams aplenty.
They believed that India could only achieve total freedom
with a breakthrough in the field of agriculture and
mechanization would have to rule the fields.
Their youthful enthusiasm had kindled the hope that one
day they would make a mark of their own. They were in
fact writing the first chapter of what has come to be
widely recognized as one of the greatest success stories
in Indian industry.
Escorts came into being with a vision. A vision that
eschewed easy paths to profitability, and sought instead
for ways to make a contribution.
A vision that led two young brothers, Yudi and Hari
Nanda, to branch out of their family's prospering
transport business and institute ventures that were to
become the foundations of Escorts Limited. On 17th
October 1944, Escorts Agents Limited was born at Lahore
(now in Pakistan) with Mr. Yudi Nanda as Managing
Director and Mr. Hari Nanda as Chairman. It was a trend-

setting marketing house driven by the same business

philosophy, which had given their family enterprise an
unrivalled reputation: customer concern. Not long
afterwards, this driving ambition to go beyond the
expected led Hari Nanda to the first of his many
successful business insights - the discovery of the great
business potential that lay in India's villages. This led to
the launch, in 1948, of Escorts (Agriculture and Machines)
Ltd., with Yudi Nanda as Director. Though separate
business entities then, both companies had two great
strengths in common: the dynamic Nanda brothers and
the unifying force of the name they gave their
companies; Escorts, literally 'escorting' their products and
services to the customer while most other businessmen
were just selling.
Tragically, Mr. Yudi Nanda died in an accident in 1952 but his spirit remained embedded in the foundations of
the company. Mr. H P Nanda then took on the mantle to
realize the dreams which he had always seen with his
brother.
Escorts (Agents) Ltd. and Escorts (Agriculture and
Machines) Ltd. merged in 1953 to create a single entity
-Escorts Agents Pvt Ltd. Having initially started with a
franchise for Westinghouse domestic appliances, by this
time the Company had already expanded its marketing
and service operations, representing internationally
known German and American organizations such as MAN,
AEG, Haniel&Leug, Knorr Bremse, MIAG and BMA for
sophisticated electrical and mechanical engineering
equipment and Minneapolis Moline and Wisconsin for
agricultural tractors, implements and engines. Escorts
made a major thrust into the agricultural arena by taking
on the marketing and service franchise for Massey
Ferguson tractors in Northern India, which soon

comprised 75% of MF's all-India sales - a signal tribute to

Escorts' inherent strengths. Its first industrial venture
came up in 1954, in partnership with Goetzewerke of
Germany for the manufacture of piston rings and cylinder
liners - followed by production of pistons in collaboration
with MAHLE, also of Germany, in 1960. The company's
incorporation in its present name, Escorts Limited, was
effected on 18th January, 1960. Escorts' next major
industrial activity was the assembly of tractors in 1961 in
technical
cooperation
with
URSUS
of
Poland.
Subsequently this led to the manufacture of the country's
first indigenous tractors under Escorts' own brand name,
which were to play a pivotal role in the Green Revolution.
This went on to lay the foundations that even today are
the Company's core strengths -relevant, world-standard
technology through strategic international alliances; a
broadbased marketing and service network yet
unrivalled.
Beyond the growth of the organization, these principles
have ensured that Mr. H. P. Nanda's contribution to the
cause of industry and the consumer will endure. He
pioneered the revolutionary concept of 'interdependence'
between ancillary and large industries, institutionalizing
vendor development and in the process building
Faridabad and the entire belt of townships in the region.
He introduced the discipline of service going before
marketing, reassuring the customer that Escorts would
stay with them, that they were here for the long run. He
built lasting alliances with an array of the world's most
respected names in tractors, industrial equipment, twowheelers,
construction
equipment
and
telecommunications.
Going
further,
he
created
institutions devoted to value engineering and training,

not only as investments in the company's future but also

as catalysts for the enhancement of Indian industry as a
whole the Escorts R&D Centre and the unique Escorts
Institute of Farm Mechanization. His concern extended to
the society in which he worked, and he manifested it by
establishing the Escorts Medical Centre at Faridabad,
Escorts Heart Institute and Research Centre at New Delhi,
as well as numerous village development programmes.
And above all, he imbued the corporation with his own
pioneering.
Escorts is testimony to the valor, vision and values of its
Founder Mr. H P Nanda. He remains the inspiration for our
courage, spirit of adventure and ability to Think Big.
These qualities are his enduring legacy and have inspired
and encouraged us down the decades and will continue
doing so in all our endeavors.

Background

In 1960, our parent company, Escorts, set up the

strategic Agri Machinery Group (AMG) to venture into
tractors.
In 1965, we rolled out our first batch of tractors under
the brand name of Escort.
In 1969 a separate company, Escorts Tractors Ltd,was
established
with equity participation of Ford Motor Co., Basildon, UK
for the manufacture of Ford agricultural tractors in India.
In the year 1996 Escorts Tractors Ltd. formally merged
with the
parent company, Escorts Ltd.
Since inception, we have manufactured over 1 million
tractors.

Overview Manufacturing

Escorts - AMG has Tractor manufacturing capacity of

98,940 trs / annum which is the highest in Asia at one
location.
Its manufacturing operations are divided in three plants
as
Component Plant
Tractor Assembly Plant
Crankshaft & Hydraulic Plant
Component Plant consists of Machine shops in which all
major castings such as Engine blocks, Gearbox housings,
Differential housings are being machined along with
Gears & Shafts.
Machine shop consists of State of the Art machines such
as CNC Horizontal Machining Centers, CNC Turning
Centers and variety of other precision machines,
including Gear Hobbing and Shaving machines, etc. It is
important to note that all critical components are
machined in house.
Tractor Assembly Plant is divided into two lines as
Farmtrac Line and the Powertrac Line.
Farmtrac Line is a composite line that has machining as
well as assembly activities of Engine, Transmission &
Tractor whereas on Powertrac line only Assembly
activities of Engine, Transnmission& Tractor are being
carried out.
Tractor Assembly Plant has State of the Art Paint Shop
that has CED paint shop facilities.
Engine Shop has State of the Art testing facilities that
includes AVL make Eddy Current Dynamometers in
Engine Test House.

Crankshaft & Hydraulic Plant is divided into two parts as

Crankshaft Line and Hydraulics Line.
Crankshaft line consists of machine shop where
crankshafts of all Tractor models are being machined.
It has State of the Art machines such as Rotary Miller, Pin
Grinder, Journal Grinder, etc.
Hydraulic line consists of Machining as well as Assembly
activities where critical parts of tractor hydraulics such as
Distributor, Hydraulic Cylinder, etc are being machined
and assembled.
It has State of the Art Honing and other precision
machines.

Overview Materials
Management
1.Presently procuring materials for 72,000 tractors per
annum.
2.Present procurement value over US$ 30 million.
3.Production will rise to 100,000 tractors per annum in 2
years.
4.Procurement value will rise to almost US$ 45 million in
that period.
5.Presently 387 suppliers of which over 95% are India
domestic.

6.Advantages of low costs of materials in India.

7.Items procured are:
Castings
Forgings
Machined Parts
Proprietaries
Sheet Metal
Hardware
Introduction:A success of the firm largely depends upon how
effectively and it serves the existing and prospective
customers. Because it is only the sales which bring
revenue to the firm the management of the firm can be
efficient when there will be proper planning and control
the present and future actions of the firm.
In the present competitive scenario it is very essential to predict the
needs of the customers in hand and see to it that no stone is left
unturned. Customer satisfaction is the main things, which contribute to
expansion and progress in any business. Study of customers attitude
towards the product in hand is also one of the main things which

contribute to the decision whether the path selected to progress and

create healthy business relationship.
Need for the Study:This study is an attempt to recognize which type of marketing strategies
adopted by the company.
How they brought their product into the market.
And how they increased their costumer attitudes, customer preference,
sales & brand awareness in their region
Objectives of the study:1.To know the marketing strategies of Escorts tractors adopted by the
corporation around the Dabra region.
2.To known the awareness of brand around the Dabra.
3.To known the customer response towards the John Deere tractors.
4.To known the problems faced by the customer.
Research methodology:The data and information needed for the study has been collected from
both primary and secondary sources.
The primary sources used for collection of information are
questionnaire, personal interviews with the customer of the Escorts
tractors and official interviews in the corporation.

In addition to this the information is also collected from secondary

source through the net.
Research design:In the study on attempt is made to evaluate the preface of the companys
approach the sales persons about their marketing strategies like
advertisement, sales promotion tools etc. these are making to create a
awareness of brand in their region of sales.
Data collection:For this study the primary and the secondary data were collected from
conducting survey on that region.
The following shows how I collected the primary as well as secondary
data.
Primary data:- The primary data was obtained through market survey,
by personal interview and questionnaire method at Dabra&Datia region.
Secondary data:- The secondary data is collected from the company as
well as through some websites (www.Escorts agri machinary.com)
Findings of the study:1.According to survey, it was clear that the availability of spare parts
was very easy.

2.Out of 50 respondents it can be seen that 36% i.e. 18 respondents

purchases tractors by wall painting, and 4% .among 54% of the
respondents were purchased from others.
The 02 & 03 respondents by T.V. Adds and magazines.
3.Out of respondents we find that 54%, which of 27 respondents are in a
income group of Rs. 71000 to Rs. 100000 and 12%Which are
respondents are in an income level of Rs. 41000 to Rs.71000.
4.Out of 50 respondents it was found that 30 respondents are influenced
by company showroom during purchase, company sales man and rest of
others by advertising friends/ relatives, etc influence 20 respondents.
5.Among 100% of respondents 52% of customers were satisfied with the
vehicle performance.
Suggestions:Escorts tractors needs additional sales promotional activities like
organizing exhibitions, fairs issuing catalogues and broaches, display
and demonstration, contests etc.
1.Company should give advertisement in magazines and news papers to
make them aware and to attract customers
2.Dealer should attract customers by giving special reduction in prices at
the time of festivals
Conclusion:-

After doing my in-plant project in Escorts tractors I come to know that

how marketing strategies help to boost the sales, how and when they
applied and executed.
Limitation of the study:1.The study was restricted to the surrounding areas of the Dabra & Datia
only.
Therefore the result of the study cannot be generalized to other parts of
the country.
1.Due to time constraints, the extensive research could not be
undertaken, therefore the sample size was restricted to 50 customers
only.
2.Analysis of data collected from questionnaire was done on the
assumption, it is a relevant data.
3.Preferences & response of the customers would change over a period
of time.

About the tractors industries:INTRODUCTION

Indias long-term economic prospects, even today, depend to a large
extend on the agricultural sector, which contributes a quarter to the
gross domestic project and provides livelihood to 2/3 of the population.
A gradual and perceptible shift from subsistence farming to enterprise
farming is harbinger of modernization of the agriculture economy and
this will increase the contribution of the sector to the overall GDP in the
time to come.
The central government as well as several state governments is giving
due priority to agriculture and rural developments.

A tractor is a product, which has maximum utility in the agricultural

sector.
The tractor industry is segmented on the basis of the power of the tractor
engine measured in terms of horsepower (HP).
The maximum consumption is for 30-40 HP tractors. With the increase
in the availability of low cost finance for longer tenures, the sale of the
tractors is expected to go up.
The new trend observed in this sector is the shift in consumption from
majority in the northern states to other parts of the country, too.
The soil in the northern states is alluvial in nature and thus requires a
low powered tractor for tilling it. However, states located in the western
and southern parts of the country where the soil being laterite or black
etc. is harder and needs high-powered tractors.
Tractor industry in India has passed through various hazes before
reaching where it is today.
During 1945 to 1960 demand was met entirely through import. There
were 37,000 tractors by 1960.
Production began in 1861 with five manufactures producing a total of
880 units per year.
By 1965 it increased to over 5,000 units per year and by 1970 annual
production rose to more than 20,000 units.

Six new manufacturing were established during 1971-1980. In 1971

Escorts also started local manufacturing of Ford Tractors in
collaboration with Ford, UK. During, 1990 annual production rose to 1,
40,000 units making India an exporter to countries, mainly to Africa.
After De-licensing of tractor industry, production exceeded 2, 55,000
units in 1997.
The growth of the industry over the last three decades resulted in the
entry of several new entrants including all the major multinational
companies.
The industry now consists of 14 manufactures with an aggregate
installed capacity of approximately 4.50 lack tractors.
In the tractor industry, following are the key manufacturers:
Mahindra& Mahindra Limited (M&M),
Gujarat Tractors Limited,
Tractors and Farm Equipment Limited,
Hindustan Machine Tools Limited,
Bajaj Tempo Limited
In 1999-2000. Since then, however the industry declined to a level of
1.72 lack tractors in the year 2002-2003, a decline of 33.3% over three
years.

Despite the step decline in the industry, Escorts consciously decided to

aggressively reduce channel inventory further by approximately 3,500
units reduces in the previous year.
This has not only impacted their revenue and profit adversely but has
also enabled the company to balance the cash flow of company
effectively.
Tractors form an integral part of farm mechanization and have a crucial
role to play in increasing agriculture productivity. In India, 90% of the
tractors are financed by banks- credit at concessional rates.
Availability of credit therefore is the most crucial factor, impacting
tractor demand. Increased use of irrigation facilities, shift towards multicropping, consolidation of lands holdings, promotion of cooperatives
and higher investment in agriculture also contributes to higher tractor
demand.

Company profile:ESCORTS SYMBOL

MISSION
For an Enterprise business mission embodies of its endeavor, which
acts as a guiding light for continuous development & growth.
Mission of ESCORTS is:
Engineering Changes through core competency for greater synergy
reinforcing bonds with customers & establishing powerful symbiotic
relationship with international allies, preparing global market.
The company wants to make a lasting difference to its shareholders, its
customers, its business associates, its employee and the country as a
whole.

The company also gives better quality and better technology to customer
and treats every customer as special to build respect for, and loyalty
to, Escorts.

QUALITY POLICY
We shall strive to continuously improve to meet the ever rising
expectation of our customers at the lower cost.
Each one of us must fulfill the need of our customer, both internal and
external with the highest degree of commitment thereby creating a
quality organization geared to ensure total customer satisfaction and the
sustained health and prosperity of our business.
Customer Orientation: To fulfill the requirement of our internal and
external customer.

Process Orientation: To optimize and harmonize interrelated process

rather than individual function.
Preventive Behavior: To prevent the mistake to happen.

Background and Business

The Escorts Group, with Escorts Limited as its flagship company, is
among Indias leading corporations operating in the diverse field of agri
machinery, construction & material handling equipment, automotive &
railway ancillaries information technology and financial services.
The group has 15 modern manufacturing facilities & an extensive
marketing network spread across the country. The genesis of Escorts
goes back to 1944 when two brothers, Mr. H.P. Nanda and Mr. Yuri
Nanda, launched a small agency house, Escorts Agents Ltd., in Lahore.

The companys principal activities were trading and representing leading

overseas manufacturers for the sale of their products in India.
One of its dealerships was for the Massey Ferguson brand of tractors.
In December 1959, Escorts agents ltd. was converted into a public
limited company and was renamed as Escorts Limited (EL).
In January 1960, EL decided to set up manufacturing facilities for
making tractors in India under the Escorts brand name in the 25-40
Horsepower categories.
EL promoted Escorts Tractors Limited in 1969 as joint venture with
Ford Motor Company of USA for the manufacturing of Ford series of
tractors.
The tractors manufactured were in the 45-50 HP range and ETL became
the market leader in this segment with a share of above 50%.
Consequent to FMCs disposal of tractors operations to Ford New
Holland, USA, Ford new holland acquired the shares of FMC in ETL.
Following an agreement in 1995 to end the joint venture association, EL
acquired the entire stake of ford new holland in August 1995, making
escorts tractors ltd. a subsidiary of Escorts Ltd.
Over the years, Escorts has sured ahead and evolved into one of Indias
largest conglomerates. Till 1993-94, all these activities were being
carried out in various divisions of EL. EL undertook a major

restructuring exercise between 94-98 spinning off the divisions into

separate companies.
The restructuring exercise-comprised consolidation of the agrimachinery business by merger of ETL with EL and having off various
divisions into separate companies.
Biwheeler division was spun off to Escorts Yamaha Motors Ltd.,
construction equipment division to Escorts construction equipment Ltd.,
telecommunication equipment division to Escorts communication Ltd.,
EL booked gains of Rs. 2091 million over the four year period 1994-95
to 1997-98 though the sale of these the sale of these divisions.
The main products of Escorts group currently comprise of agrimachinery, information technology, health care, financial services,
railway components, auto components, construction and material
handling equipment.

BOARD OF DIRECTORS
Managing Director &Chairman

Mr. Rajan Nanda

Joint Managing Directors

Mr. Nikhil Nanda

Directors

Dr. M.G.K. Menon

Dr. S.A. Dave
Dr. P.S. Pritam
Mr. S.C. Bhargava

Sr.Vice PresidentLaw & Company Secretary

Exec. Vice President &

Mr. G.B. Mathur

Group Chief Financial Officer

Mr. R.K.Budhiraja

Overview of the Escorts Company.

Profile of the Escorts Company.
Profile of Jai Shree Tractors.
DEALERS PROFILE:-

Jai Shree Tractors:Managing Director: Mr. Rajendra Mishra

Departments : Sales Section, Service Section & Spare Parts Section
Office staff:
Sales Section : Mr. Ram Jha (Accountant).
Mr. Neeraj Soni (Sales Manager)
Mr. Amit Shrivastav (Jr.&Computer Operator)
Mr.Ashish Bhargav (Salesman)
Mr.Chotu (Helper)

Sales Man : Narendra, Neeraj, Jabhar, Rakesh, Yogesh

Arjune, Ratan singh.
Service Section:Mr.Ashish Gupta (Workshop Manager)
Mr. Sanjay Goutam(Jr.Manager)
Mechanics : Sakib Khan (Head mechanic)
Chotu,Sameer,Zakir,Javed,Santosh
Spares Section : Mr.Akhilesh Shrivastav (Cashier & Supervi
Strength of the Showroom:
1)Experienced salesmans with market knowledge.
2)Well furnished office with different departments.
3)Large spare section with different all type of Escorts spare parts.
4)Quality service for customer satisfaction.
5)Qualified employees and skilled technicians.
6)They were authorized to sell class parts.
7)Separate workshop with skilled workers with several equipment
Financial Institutions Providing Credit Facility in Purchasing
Mahindra Tractors:
State Bank of India(SBI)
Mahindra Finance Ltd.
State Bank of Indore

Axis Banks
Panjab national bank
Kotek mahindra
Tata finance
Chola mandlam
ICICI bank
Other Banks
Dealing Procedure of M/sJai Shree Tractors:
SHOWROOM SALES:WHERE CUSTOMERS APPROAC SALES
MANAGER/SHOW ROOM
Sales-mans approach:
1)Where customers make direct contact/approach to village customers in
field.
2) Choose or select some particular area or villages where the potential
is very high , after choosing area send kenopies and prospectus and
explain the all features and information about the tractor
Through Marketing :
1) Where dealer has to compute with competitors with different
promotional activities like advertisement demonstration,

Display, road show and test drive.

3)Build up the touch point in different tahsile.
4)Organizing the exchange fair, schemes, attractive offer.
5) Organizing the one month polite project in different tahsile and high
volume area
To increase the sales Managing Director (MD) has appointed separate
sales force to meet the challenge of competition.
This force has spread all over the area of Dabra, Datiya which make
direct contact with the customer, which resulted the greater sales of
Escorts tractors.
SALES TRENDS
PERIOD

QUANTITY
(IN TRACTORS)

2009-2010 (3-MONTHS)

26

2010-2012

348

2012-2015
TOTAL

700
1074

700
700
600
500
400

348
2009-2010

2010-2012

2012-2015

300
200
100

26

0
QUANTITY

Chapter-II
Marketing strategies of Escorts tractors
1.Advertising strategies.
2.Sales promotion tools.
3.Sales trends.
Marketing strategy, Sales Promotion & Selling Process carried out
by M/s Jai Shree Tractors:Before going to promotion strategy the company must take decisions on
the total promotion budget and choice of the promotional tools to be
used one of the most difficult marketing decisions facing companies is to
work out on how much to spend on promotion.

ADVERTISEMENT TOOLS:1.Banners and Posters.

2.Printing and calendars.
3.Catalogue advertising.
4.Window display.
5.Pilot Project.
6.Gift bags/ carry bags.
7.Anniversary functions.
8.Wall Paintings.
9.Send Escorts chariots.
1.Good communication system and customer relations service.
2.Gifts to loyal customers.
3.Offering gift with the product (LIVE).
4.Participation in marketing fair in Dabra.
5.Free service coupon warranty.
6.Fuel check up camp.
SELLING PROCESS:The selling process is an important aspect of ever organization, sales
operations carried by Escorts tractors.
Telephonic Enquiry.

 Walk in customer.
Sales experience.
Showroom demonstration.
Test drive.
Vehicle delivery.
Escorts Tractor Models:Farm Equipment Sector produces the widest range of tractors and tractor
implements to suit the varied needs of farmers world over. Different
tractor models cover diversified market segments from 25 HP to 60 HP
tractors. Mahindra is recognized as a powerful symbol of productivity
and unparalleled performance. It is the market leader and at the help of
the Indian Tractors Industry.
Farmtrac Tractors Models:Farmtrac-

Champ
Farmtrac-45
Farmtrac-60
Farmtrac60EPI
Farmtrac-6050
Farmtrac-6055
Farmtrac6060E
Powertrac Tractors Models:Powertrac-434
Powertrac-439
Powertrac-445
Powertrac-4455
Powertrac-Alt
Powertrac-Euro
s

Tractors logo:-

Chapter-III
Customer attitude & Data analysis
Evaluation of the Study:A detailed analysis of the study is necessary and is to be considered in
order to compare the actual theory with that practical the variants of
which may form the basis for improvements. Keeping this point in view
and to fulfill the Evaluation variants of which may form the basis for
objectives of the studies an attempt has been made to segment the
various respondents on the basis of some aspects collected from them
through questionnaire.
There are depicted through tables and graphs.
The copy of questionnaire administered is enclosed and the sample size
was 50 respondents are enclosed at the end of this project. All the
calculations and numerical interpretations are for 100%.
Data Analysis and Interpretation:
Table-1
Awareness level in compression of others Brands

Particulars

Mahindr Tafe

No. of

a
10

Swaraj Eicher Escort John

Total

02

20

Deere
4
50

12

16

04

40

respondents
20

Brand awareness of above table

100

25
20
15
No. of respopondents

10
5
0
Mahindra

Tafe

Swaraj

Eicher

Escort John Jeera

Brands

Percentage%
Interpretation:
Source: - Field survey data
The above table shows that among 50 respondents 20% of them are in
the group of Mahindra, 12% of them are in group of Tafe, 16% are in the
group of Swaraj, 04% of them are in the group of Eicher, 40% of them
Escort and John Deer is 8%. Therefore we come to know that most of
people are aware of Escorts tractors then seconds is Mahindra tractors.
Table-2

Profession of Respondents:
Particulars

No. of Respondents

Percentage

Agriculture

26

52%

Business

08

16%

Others

16

32%

Total

50

100%

Graphical representation of the above table

30
25
20
15
10
5
0
Agriculture

Business

Others

Professions

Interpretation:
Source:- Field survey data
The field survey clearly in dictatres that the profession of the customer
lies an important role on the purchase of tractors.
The above table shows that out of 50 respondents, 52% are from as
agriclulture, 16% are from business purpose and 32% respondents are
from other purpose.

As from table many respondent purchased this tractors for their related
purpose.
Table-3
Respondents Incomes
Incomes
Below 40000
41000-70000
71000-100000
101000 and above

No. of respondents
08
06
27
09

Percentage
16%
12%
54%
18%

50

100%

Respondents Income
30
25
20

No. of respondents

15
10
5
0
Below 40000

41000-70000 71000-100000
101000 and above

Income

Total
Interpretation:
Source: - Field survey data
The study clearly states that the income is also an important parameter in
purchasing the tractors.

It was noticed that among 27 respondents 54% are in the income group
of rupees 71000 to 100000, 12% are in below Rs. 41000-70000 and 16%
are in below Rs. 40000-income group
Table-4
Classification of respondents according to tractors
Influencing in buying the tractors
Particulars
Company showroom
Advertisement
Colleagues
Friends
Self
Relatives

No. of respondents
30
04
04
06
04
02
50

Percentage
60%
08%
08%
12%
08%
04%
100%

Graphical representation of the above table

100
90
80
70
60
50
40
30
20
10
0

Total
Interpretation:
Source:-Field survey data

It was found that among 50 respondents 60% of them were in group of

company showroom, 8% of them each were in group of colleagues &
advertisement, rest of them were friends, self and relatives.
Most of the people are buying the tractors in the showroom.
Table-5
Mode of purchase
Particulars

No. of respondents

Percentage

Cash

15

30%

Credit

35

70%

Total

50

100%

Graphical representation of the above table

No. of respondents

35
30
25
20
15
10
5
0
1

2
Mode of purchase

Interpretation:
Source: Field survey data

It was found that among 50 respondents 70% of them were in the group
of credit. All most of all customers are buying the tractors on the basis.
And 30% of them were in the group of cash.
Table-6
Source of credit purchase
Particulars
Mahindra finance
Kotek Mahindra
SBI
ICICI
Others

No. of respondents
19
09
04
05
13
50

Percentage
38%
18%
08%
10%
26%
100%

Graphical representation of the above table

4
Mahindra finance9

13
Kotek mahindra

SBI

19

Total
Interpretation:
Source: - Field survey data

ICICI

Others

It is clear that among 50 respondents 38% of them are in the group of

Mahindra finance, 18% of them are in the group of Kotek mahindra,
08% of them are group of SBI, 10% if them are in the group of ICICI
and 26% of them are others.
Table-7
Satisfaction with the financier
Particulars
Fully satisfied
Partially satisfied
Dissatisfied

No. of respondents
28
13
09
50

Percentage
56%
26%
18%
100%

Graphical representation of the above table

30
25
20
No. of respondents

15
10
5
0
Fully satisfied

Partially satisfied
Satisfaction

Total
Interpretation:
Source: - Field survey data

Dissatisfied

The above table explain that among 50 respondents 56% of them are in
the group of fully satisfied, 26% of them are in the group of satisfied and
18% of them are in the group of dissatisfied.
Highest percentage of consumer is satisfied with the financiers providing
the company.
Table-8
Sources of Awareness
Particulars
T.V.Adds
Wall painting
Magazines
Others
Total

No. of respondents
02
18
03
27
50

Percentage
04%
36%
06%
54%
100%

Sources of awareness

T.V.Adds ; 4%

wall painting; 36%

Others; 54%

Magazines; 6%

Interpretation:
Source: Field survey data

The field survey clearly shows that among 50 respondents, 54% of them
are in the group of others, 36% of them are in group of wall painting,
06% of them are in the group of magazines, 04% of them are in the
group of T.V.Adds.
Table-9
Vehicle Performance
Particulars
Excellent
Good
Average
Poor
Total

No. of respondents
26
08
12
04
50

Percentage
52%
16%
24%
08%
100%

Vehicle Performance
30
25
20
No. of respondents

15
10
5
0
Excellent

Good
Performance

Interpretation:
Source: Field survey data

Average

Poor

It was noticed that among 50 respondents, 52% of them are in the group
of excellent and 16% of them are in the group of good, 24% of them are
in the group of average, and 8% of them are in the group poor. Most of
the consumers are satisfied with the vehicle performance.
Table-10
Purchase of present vehicle
Particulars
Company showroom
Friends
Relatives
Others
Total

No. of respondents
38
08
02
02
50

Percentage
76%
16%
04%
04%
100%

Purchase of present vehicle

Relatives

Others

Friends

Company showroom

Interpretation:
Source: Field survey data

From the field survey it was explained that among 50 respondents 76%
of them are in the group of showroom, 16% of them are in the group of
friends and rest of the members are in the group of relatives and others.
Most of the consumers are purchased the present vehicle in the
showroom.
Table-11
The life of the tractors
Particulars

Below Since 1

Since 2

Above 2

Total

No. of

1 year
15

year
18

year
07

years
10

50

36

14

20

100

respondents
Percentage 30

The life of the tractors

No. of re sponde nts

20
18
16
14
12
10
8
6
4
2
0
Below 1 year

Since 1 year
Life

Since 2 year

Above 2 year

Interpretation:
Source: Field survey data
The above table shows that 50 respondents, 36% of them are in the
group of below 1 year, 20% of them are in the group of above 2 year and
14% of them are in the group of since 2 year.
Most of the consumers are using the vehicle since 1 year.
Table-12
after sales and service
Particulars
Excellent
Good
Average
Poor
Total

No. of respondents
30
08
06
06
50

Percentage
60%
16%
12%
12%
100%

Graphical representation of the above table

No. of respondents

35

70%

30

60%

25

50%

20

40%

15

30% Percentage of respondents

10

20%

10%

0
0%
ExcellentGoodAveragePoor
satisfaction after sales and services

Interpretation: Source:
Field survey data
It was noticed that 50 respondents, 60% of them are in the group of
excellent, 16% are in the group of good, 12% of them are in the group of
average and 12% of them in the group of poor. Most of the peoples are
satisfied with the after sales and services.
Table-13
Suggest the vehicle to others
Particulars
Yes
No
Total

No. of respondents
36
14
50

Percentage
72%
28%
100%

Suggest the vehicle to others

3600%
40
35
30

1400%

25

No. of respondents

20
15
10

5
72% 28% No
Yes
2

0
Suggesation

Interpretation:
Source: Field survey data
It can be seen that from the above table,
among 50 respondents, 72%of them are in the group of YES and 28% of
them are in the group of NO due to this we can tell the most of the
consumers will suggest others to buy the Escorts tractors.
Table-14
Satisfaction of the consumers with the Mileage of Escorts Tractors
Particulars
Very satisfied
Satisfied
Dissatisfied
Total

No. of respondents
16
31
03
50

Percentage
32%
62%
06%
100%

Satisfaction of the customers with the mileage of the Escorts tractors

35
30
25
No. of respondents

20
15
10
5
0
Very satisfied

Satisfied
Range of mileage satisfaction

Dissatisfied

Interpretation:
Source: - Field survey data
From the above table it is clear that most of the customers are satisfied
with the fuel consumption.
But still the company should struggle a lot to satisfy the customer very
much in this regard.

Table-15
Response and behavior of the firm staff with respect of
Sales and services
Particulars
Informative
Co-operative
Communication
Convincing

No. of respondents
11
21
12
06

Percentage
22%
42%
24%
12%

50

100%

Response and behaviour of the firm staff with respect of sales and services
25
21
20

15
12

11

No. of respondents
10

6
5

0
Informative

Co-operative

Communication

Convincing

Informative

Total
Interpretation:
Source: Field survey data
From the above table it is clear that they are co-operative 42% as
followed by communications 24%, information 22%, and convincing as
12%.

Chapter-IV
Findings, suggestion & conclusion
Findings of the study:-

The following the derived from the data evaluated and analyzed by
survey:
According to the survey it was found that Escorts tractors have a brand
loyalty than other tractors, because of its advanced features.
Among 50 respondents it was found that 52%, which is of 26
respondents, was aware of Escorts tractors and like to purchase Escorts
vehicle only because of its good performance.
Out of 50 respondents it was found that 62% which of 31 respondents
purchase tractors for agricultural purpose, 14% respondents for business
and 24% respondents for other purpose therefore we can say agriculture
is the main reason for purchasing of tractors.
According to survey, it was clear that the availability of spare parts was
very easy.
Out of 50 respondents it can be seen that 36% i.e. 18 respondents
purchases tractors by wall painting, and 4% .among 54 % of the

respondents were purchased from others. The 02 & 03 respondents by

T.V. Adds and magazines.
Out of respondents we find that 54%, which of 27 respondents are in a
income group of Rs. 71000 to Rs. 100000 and 12%Which are
respondents are in an income level of Rs. 41000 to Rs.71000.
Out of 50 respondents it was found that 30 respondents are influenced
by company showroom during purchase, company sales man and rest of
others by advertising friends/ relatives, etc influence 20 respondents.
Among 100% of respondents 52% of customers were satisfied with the
vehicle performance.
Among 50 respondents 35 are like to purchase vehicle through credit
mode and 15 respondents by cash.
Among 50 respondents, 17 are fully satisfied with the dealers services
and 9 are satisfied and 9 respondents were not too much satisfied.

Cost incurred in maintenance of Escorts tractors is reasonable and easily

affordable.
Compared to the other brand of tractors available in Indian market, study
reveals. That Escorts tractors have a longer life.
Escorts tractors are more economical in the matter of fuel consumption.
Dealers marketing strategies and sales promotion is good.
Suggestions:During the survey the regular customers of Escorts tractors come out
with organizing information and suggestions some of them are listed
below:
Escorts Company needs additional sales promotional activities like
organizing exhibitions, fairs issuing catalogues and broaches, display
and demonstration, contests etc.
Company should give advertisement in magazines and news papers to
make them aware and to attract customers

Dealer should attract customers by giving special reduction in prices at

the time of festivals
Dealer/sales manager requires conducting meetings conventions and
conferences, and training their sales force by providing sales target,
bonus and other incentives.
Dealer should personally take care of customers share of in small
number of customers are not satisfied by the response given by the
service personnel at the time general check up.
Increase in pulling power should be induced to ensure greater working
efficiency.
Sales service and after sales service should increase to the excellent level
which will add to the companys brand image.

ANNEXURE

Bibliography
Questionnaire

Bibliography
Marketing Management

Philip Kotler

Marketing Management

Pillai and Bhagvathi

MAGAZINE

AUTO INDIA

Website

www.escorts agri machinery .com

Questionnaire
Dear Sir / Madam,
I would be thankful if you can spend a couple of minutes to fill this
questionnaire the information is for academic purpose and will be kept
confidential.
1. Name

2. Age

3. Educational

4. Address

5. Occupation

: a) Farmer[ ]

b) Other[ ]

6. Annual Income : a) Below 4000 [ ]

b) 41000-8000 [ ]s

c) 81000-110000 [ ]
d) 111000 and above[ ]
7. Is this your first tractor?
a) Yes[ ]

b) No[ ]

8. Which mode you want to buy:

a) Cash [ ]

b) Bank Loan [ ]

c) Credit [ ]

d) Finance [ ]

9What factor influenced you to buy this tractor?

a) Friend [ ]

b) Advertising [ ]

c) Relatives [ ]

d) Company goodwill [ ]

e) Self [ ]

f) Others[ ]

10. Motivating factor:

a) Price[ ]
c) Quality

b) Model [ ]
[]

d) Good Service [ ] e) Brand

11. How did you come to know?

a) Pomplents [ ]

b) TV Adds

[]

c) Wall Painting [ ]

d) Magazines

[]

[]

12. Purpose of purchasing tractor:

a) Agriculture[ ]

b) Business

[]

c) Other purposes [ ]
13. If you purchase on credit basis, then which of these below
Financial institutions
a) M&M [ ]

b) ICICI [ ]

c) SBI

d) Axis[ ]

[]

e)Kotek Mahindra [ ]

f) others

[]

14. Ownership :
a) Single[ ]

b) Duel[ ]

15. Have you come across any problem in this tractor?

a) Yes [ ]

b) No [ ]

16) Are you satisfied with your financier?

a) Yes [ ]

b) No [ ]

17. Are you satisfied with the after sales and services?
a) Excellent [ ]

b) Good [ ]

c) Average [ ]

d) Poor [ ]

18. Are you aware of different tractor brands?

a) M&M [ ]
c) Swaraj

b) Tafe
[]

[]

d) Eicher [ ]

19. Sources of awareness:

a) News Papers

[]

c) TV Adds [ ]

b) Magazines

[]

d) Others [ ]

20. Vehicle performance:

a) Excellent [ ]

b) Good [ ]

c) Average

d) Poor [ ]

[]

21. About pricing:

a) Very high [ ]

b) High [ ]

c) Reasonable [ ]

d) Less

[]

22. Since how many years you are using this tractor?
a) Below 1 year [ ]

b) Since 1 year [ ]

c) Since 2 year [ ]

d) Above 2 year [ ]

23. Would you like recommending this tractor to others?

a) Yes [ ]

b) No [ ]

24. Are you satisfied with the mileage of Escorts tractors?

a) Very satisfied

[]

c) Dissatisfied

[]

b) Satisfied

[]

25. Response and Behaviors of firms staff:

a) Information [ ]
c) Communicative [ ]

b) Co-operative [ ]
d) Convincing

[]

26. Have satisfied this tractor?

a) Yes [ ]

b) No [ ]

Suggestions:
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Signature
I sincerely thank you for spending your valuable time for giving me the information.