EXECUTIVE SUMMARY

BHANSALI TRAILORS PVT. LTD. is one of the producers of agriculture

implements in the Indian real states market, with its origins in 1968. The company has
received the ISO 9001:2000 certifications specifies requirements for a quality
management system. ISO 9001:2000 also aims to enhance through Marketing Strategy
the effective application of the system, including processes for continual improvement of
the system.

In this world of competition no organization can avoid customer’s .Marketing

Strategy has become a necessity for an organization for its survival in any industry to
play an important role in each and every product life cycle.

Marketing Strategy is playing an important role in today’s era. Now a day’s

customer is a king and so that every organization try to satisfy their customers. Today
there is cut throat competition in each and every field. In automobile sector there are so
many organizations present in India. Each organization has certain aims and objectives
that are to be achieved.

Marketing Strategy for Bahubali Products and Agriculture Implements. Is the

project conducted for Bhansali Trailors Pvt.Ltd. in KOPARGAON. Today Company is
facing cutthroat competition ever? The intense competition makes the companies to take
the necessary steps, to retain their existing customer as well as attract new once. In the
environment of advancement of the technology the companies are trying hard to keep the
place with latest development. By taking into consideration these objectives in mind the
survey was conducted in Kopargaon and Rahata Taluka. The primary and secondary
method was adopted for collecting data. To find out the marketing strategy for Bhansali
Trailors Pvt.Ltd is significant data was collected from the existing customers of Bhansali.
An incentives survey was conducted by means of structured questionnaire.

The project aimed at finding the Marketing Strategy. The sample size was 100.
Personal visits were made to the customers and the data was collected in the form of
questionnaire. After the survey was completed this was first sorted, and then analyzed on
different parameters. It is observed that most of the customers are satisfied with the pre

1
and post sales service. It is also found that the customers give priority to the effectiveness
of product.

To succeed in the dynamic & competitive marketing environment marketers have

and urgent need to learn and anticipate whatever they can from the consumers. The better
the know and understand the consumer, the more advantages it would prove in
accomplishing in their objectives. The main objective of the project is to analyze
consumer opinion about the Bhansali agriculture product (brand name BAHUBALI). The
project mainly finds the consumption of the Bahubali agri. Product by the different
Consumer. It also finds major driving forces behind the purchase of agri implements,
preference to the brand or company, preference towards the size, price, quality,
functioning, and solution of the complaints and expectation of the consumers from the
company, their suggestion for the product. It means that from this survey company came
to that what changes customers wants in the existing product, what opinion they have
about the company regarding the quality, price, functioning of the product. This data is
helpful to the company .to satisfy these objectives one hundred customers are chosen
from the Kopargaon region. The primary data was collected through structured
questionnaire. Findings of the research helped in understanding the structure of consumer
preferences and the behavioral patterns as well as the marketing mix strategies used by
the company.

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2.1 OBJECTIVES OF PROJECT

1. To study the marketing strategy of Bahubali’s Product.

2. To know the view of customers about Bahubali’s Product.

3. To determine the customer’s satisfaction about Bahubali’s Product.

4. To determine the factors influencing the choice of customers about

Bahubali’s Product.

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2.2 SCOPE OF THE PROJECT

1. To study the existing market for Bahubali’s products.

2. To access the potential for launching a new Bahubali’s Segment.

3. To analyses competitive products.

4. To understand the needs and preferences of Customer and find out the

suitable product to be launched from company’s point of view.

5. To extend the company’s product line by facilitating the launch of new

Marketing strategy.

6. To study competitive brands and products.

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 INDUSTRY PROFILE
India’s agricultural sector is one of the most significant components of the
country’s economy, though its share in the GDP has been decreasing over the years.
Nearly 60 per cent of India’s population is dependent on agriculture for its livelihood.
Performance of the agricultural sector continues to have a crucial impact on the prices of
essential goods and market demand for various consumer products.

Agricultural Equipment industry plays a key role in supporting the performance

of the agricultural sector in India. Farming activities are increasingly getting mechanized,
and the availability, quality and performance of agricultural equipment has an increasing
impact on improving the output and productivity of the agricultural sector.

While India manufactures and deploys a range of agricultural equipment across

the industry value chain, tractors and tillers are the two that constitute the bulk of the
industry.

Assam is one of the under developed regions of the country. Like in other sectors,
the state is also lagging behind in the agricultural sector. Though Assam is gifted by
enormous natural resources and crop production is the major agricultural activity here,
but these resources are not being fully utilized due to inadequacy of critical farm inputs.
This has resulted lower level of production and productivity in Assam. This has been
reported several times in the past.

Farm power is one of the critical inputs. In terms of total power availability,
Assam has 0.56 kW/ha as against 2.96 kW/ha for Punjab as well as 1.02 kW/ha for India
as a whole (Table 1). The tractor population in Assam is only 2 per thousand hectares as
against 82.5 per thousand hectares for Punjab. The figure for India is 12.2 per thousand
hectares. Animal source of farm power, which has limited capacity, still dominates the
agricultural of Assam.

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 Mechanization of agriculture has been growing

 Agricultural Mechanization

 Definition

Use of improved tools/implements/machines for farm operations in order to

 Improve the quality of work.

 Maintain timeliness of operations.

 Reduce drudgery.

 Reduce cost of operations.

 Maintain environmental sustainability.

 AGRICULTURAL MECHANIZATION IN INDIA

Like the variations in other sectors, there exist distinct regional variations of
agricultural mechanization amongst the states of India. However, barring few states
including the NE states, the progress of farm mechanization in India could be divided
into three distinct phases. These are: Pre-Green Revolution Era (1947-1965); Green
Revolution Era (1965-1975) and Post-Green Revolution Era (1975 onwards).The increase
in land productivity is attributed to inputs of quality seeds, chemical fertilizer and never
the less farm implements and mechanical power.

The mechanization programmed in Indian agriculture started with the import of

tractors, power tiller, harvesting machine during the green revolution era. But it was soon
realized that mere dependence on imported machines couldn’t support & sustain farm
mechanization. The result of this realization was the growth of farm machinery
manufacturing industry in India. Today about 8,000 number of organized farm machinery
manufacturers are supporting the mechanization programmed throughout the country.
Unfortunately, except the traditional village craftsmen, there is no organized machinery
manufacturer in our state. Besides these commercially developed farm machinery, new
farm machinery are also developed as a result of the effort of research organizations.

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 Over the years, the share of human and animal power in agriculture has reduced
drastically, paving the way for a variety of equipment to emerge. Many of these are
driven by tractors, diesel engines or tillers. Several of the traditional processes agriculture
has been transformed with the advent of mechanization.

For example

 Land development, tillage and seedbed preparation, together account for a

major share of power utilization in the crop cycle. From animal driven plough
and blade harrow, the process is now being transformed by utilization of
tractor driven devices.
 Sowing and planting as a process, though not power intensive, has
traditionally been sub-optimal due to the complexity of drilling of land and
then uniformly sowing the seeds. This process is now being transformed by
modern seed drills and planters.
 Irrigation of farmland has been largely automated and the use of diesel and
electric motors and pumps is now well established.
 Similarly, the activities pertaining to plant protection, harvesting and
threshing are being automated, largely with the help of sprayers and tractor
mounted equipment, respectively.
 As a result of these developments, the use of animals to power farming
activities has been continuously declining. This decline is matched by an
almost equal increase in the share of tractors, indicating that the former is
being replaced by the latter.
 Migration of agricultural labour to urban areas

There has been an increasing trend of migration of rural population to urban areas,
to seek better job opportunities and lifestyles. This is primarily due to improvement in
income levels and quality of life in cities, enabled by the boom in services and
manufacturing sectors. As a result, the number of agricultural workers has been
declining, and it is expected that the percentage of population involved in agriculture will
come down from the present 60 per cent to close to 40 per cent by 2020. The decrease in
number of manual workers has necessitated the move towards increased mechanization.

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 As a result of these trends, the domestic market for agricultural equipment in
India has been growing steadily.

 The Government is actively supporting the agricultural sector

The Government of India has initiated several steps to improve mechanization

and boost farm productivity.

Assistance in the form of subsidy at the rate of 25 per cent of the cost with
permissible ceiling limits is made available to the farmers for the purchase of agricultural
equipment including hand tools, bullock-drawn/power-driven implements, planting,
reaping, harvesting and threshing equipment, tractors, power-tillers and other specialized
agricultural machines under the centrally sponsored scheme of Macro Management of
Agriculture.

According to the Economic Survey 2006-2007, 7,292 tractors, 16,500 power

tillers, 64,610 hand tools, 41,854 bullock-drawn implements, 15,236 tractor-driven
implements, 6,080 self-propelled/power-driven equipment, 81,496 plant protection
equipment, 6,587 irrigation equipment and 66,464 gender-friendly equipments were
supplied to the farmers under the Scheme during 2005-06.

 Policy support for manufacturing sector

Several state governments also support the sector through subsidies in different
forms. Andhra Pradesh, Karnataka and Bihar had the highest outlays for farm subsidies in
the period 2003-07.

Market competitiveness of goods produced in the region as

compared to national and global commodities markets

This is another factor that determines the purchase of agricultural machinery. The
investment in productivity enhancing goods is proportional to the predictable returns the
farm produce would fetch, which in turn is influenced by the demand for the commodity
in the global market. Punjab and Haryana meet the above criteria largely due to the
presence of consolidated wheat farms and due to the emergence of corporate participation
in the process of agriculture through promotion of contract farming and sourcing.

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 As per the Livestock Census 2003, Andhra Pradesh, Karnataka, Madhya Pradesh
and Tamil Nadu were the fastest in adopting automation solutions; however, the market
in some of these states is yet to evolve in terms of scale.

CONSIDERATION FOR CUSTOM HIRING SERVICE OF FARM

IMPLEMENTS

 Selection of machinery
o Size

o Make

 Care and maintenance

o As per manufacturer recommendation

o Lubrication

o Rust prevention

o Tightening of nut-bolts

o Attention for belts, bearings

o Cooling

 Economic analysis
o Cost per unit of work

o Fixed cost (does not depend upon the hour of use)

o Depreciation

o Interest on investment

o Insurances

o Taxes

o Housing

 Variable cost (depends upon the use hour)

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o Repair and maintenance cost

o Fuel cost

o Lubrication cost

o Labour cost

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 COMPANY PROFILE
The Bhansali Trailors Pvt.Ltd. was established in 1968 by Dhanraj Bhansali. As
a Tractor dealer. But their continuous interaction with the consumer they gathered the
confidence and relevant technological knowledge that helped to them for start their Own
manufacturing unit in 1996 with the market brand of ‘‘BAHUBALI’’.

Today the company BhansaliTrailorsPvt.Ltd is a trusted name engaged in

manufacturing a wide range of agricultural equipment’s and implements that are accepted
globally for their optimum performance longevity and high quality.

Company are association with tractor manufacturing companies was an

opportunity for them to learn aspects like industrial safety, production planning etc.
which helps them to complete given orders in scheduled time .

They are continuously focused on customers’ satisfaction. They take pride of their
workers who are highly skilled and sincere.

COMPANY ACHIVEMENTS OR AWARDS

 ALL INDIA AWARDS FOR EXPORT EXCELLENCE-Awarded 2006 –

2007 by Engineering Export Promotion Council of India.
 UDYOG SHIROMANI AWARD-2007 from ’’National Institute of
Economic Development (NIED)’’ New Delhi.
 EXPORT EXCELLENCE (Western Region) Awarded by EEPC INDIA.
2007 - 2008.
 GOVERNMENT OF MAHARASHTRA INDUSTRY DEPARTMENT–
Best Performance for export 2008-2009
 INDIAN ORGANSATION FOR COMMERCE AND INDUSTRY-
Awarded- 2009 “Bharat Gaurav Samman Puraskar”.
 RAGIV GANDHAI EXCELLENCE AWARDBY Global Achievers
Foundation -2010.

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MEMBERSHIP WITH OTHER ORGANISATION

 Engineering Export Promotion Council of India.

 National Company Small Industries Corporation Ltd. (NSIC) New Delhi
Undertaking by Govt of. India.
 Export Credit Guarantee Corporation of India Ltd.

BUSINESS EXPERIENCE AREAS

 Electrical pump set and drip irrigation

 Tractor Dealer
 Tractor Spare
 Tyres
 TVS two wheeler dealer
 Commercial vehicle
 Construction
 Gensets

PROGRESS CHART
They have humble beginnings and has been learn through Experience With in
very short span they not only established as a leader in the field of Agricultural
Equipment’s .But has also grown at a dizzying pace.

COMPANY INFRASTRUCTURE

List of Machineries

They possess three high-tech manufacturing units that are spread over a sprawling
area of 100000 square feet. They possess all the requisite machineries and equipment in
the latest models, which enables us in meeting the delivery deadlines and attain higher
client satisfaction.

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 SOME OF THE MACHINERIES ARE;
TABLE NO- 4.1.1

Sr. No. Name of Machine

1. CNC Profile cutting Machine

2. Paint shop with conveyer

3. Lathe Machine

4. CO2 (MIG) Welding Machine

5. ARC Welding Machine

6. Radial & Pill Machine

7. NCS Hearing Machine

8. Press Machine

9. Three Painting oven

10. Screw Compressor

11. Hacksaw Machine

12. Power Press

13. Universal cut master

14. E.O.T. Crane for Loading & Unloading

15. Fork lift for Loading & Unloading

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 BUSINESS MISSION
To Built

 An Enthused, Knowledgeable, Motivated, Learning, Company Culture.

 A selected portfolio of World Class Leading Products and Services.
 An ever growing Company involved in the Global Business Community.

Dedicated To

 The Continuous Improvement of Services and Products.

 Constantly Meeting the Customer Requirements.
 Maintaining a clear Competitive Edge over our competitors.
Business Rate Of Company

Company made excellent impact in selling of agril.implements during last few

years. Last year performance of the company.

GRAPH NO 4.1.A

SALES % IN LAST FEW YEARS

2004-2005
2005-2006
2006-2007
2007-2008
2008-2009
2009-2010
2010-2011

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QUALITY POLICY

The company being ISO 9001-2000 certified operates with set manufacturing
standard, & they operates on following standard

 DESIGNING
 TESTING
 BATCH PRODUCTION UNDER SUPERVISION OF DESIGNING
PERSON
 IMPLEMENTATION OF PRODUCTS ON PRODUCTION LINE

They will strive to deliver agricultural and farm machinery products to meet and
exceed customer expectations of quality, delivery and cost .they will continuously
improve their systems and process .This policy shall be deployed through

Continual improvement in product quality by customers feedback, process control

and variability reduction.

Up gradation of manufacturing technology and skills.

Cost reduction through elimination of waste in all business process.

Assurance of first time right in everything will do.

Implementation of quality policy is demonstration of their overriding commitment

to customer’s satisfaction.

ASSOCIATED COMPANYS
 Mahindra & Mahindra Ltd.
 Punjab Tractors Ltd.
 Escort Ltd.
 International Tractor Ltd. &
 Big Export House and overseas customers.
 John Deer

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 EXPORTING COUNTRIES

EXPORTING COUNTRIES (TABLE NO.4.1.2)

Abudhabi Saudi Arabia Indonesia
Angola Sudan Ghana
Bangladesh Tanzania Dubai
Brazzaville Uganda Congo
Cameron Zambia Chad
Chili Yemen Cambodia
Ethiopia Gambia Botswana
Guyana Surinam Benin
Kuwait Sri-Lanka Australia
Malawi Paraguay Algeria
Morocco Mali Niger
Nigeria Madagascar Democratic Republic of the
Congo

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 QUICK FACTS

TABLE NO: 4.1.3

FOUNDER Bhansali Dhanraj

COUNTRY India

INDUSTRY Manufacturing Trailors & other agriculture

Implements

YEAR OF ESTABLISH 1968 ( In Trailors in 1995)

BUSINESS GROUP Bhansali Udyog

HEAD OFFICE Bhansali TVS, Sakkar Chowk, Nagar-Pune

Highway; Ahmednagar. Phone No.:- (0241)
2253756;2227724

BRANCH OFFICE ‘‘Dhantara’’ Gurudwra Road, Kopargaon

423601, Dist.: - Ahmednagar. P.B.No. :-051
Tel :- (02423)222391, 92, 93 Fax :-91- 2423-
[email protected]

FACTORY Survey No.384/p; Nagar Manmad highway,

Kokamthan ,(Tinchari) Kopargaon: - 423601
Mob. :- 9372747561; 9372747563

WEB. www.bhansalitrailors.in

www.bhansalitrailors.com

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 ORGANIZATION STRUCTURE

TABLE NO: 4.1.4

BOARD OF DIRECTIOR

DESIGNATION NAME

OWNER Mr. Sanjay Dhanraj Bhansali

MANAGING DIRECTOR Mr. Sanjay Dhanraj Bhansali

GENERAL MANAGER Mr. Anand Borawake

MARKETING

EXPORT Mr. Santosh Bhujade

LOCAL Mr. Ravi Yadav

ACCOUNTANT Mr. Parag Thole

PRODUCTION MANAGER Mr. Ashok Dokhale

ASSISTANT Mr. Shashikant Sasane

INSPECTION Mr. Amey Borawake

DESIGN Mr. Raaz Khedkar

STORE INCHARGE Mr. Suresh Lohakane

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DESIGN MANUFACTURING AND CAPABILITIES

The company manufactures the entire product through a perfect production line.
The design of the implement is done with Auto Cad and Solid Edge software by the
experienced designer and the testing model is implemented, after testing and some
development is made, if needed.

The inspection of tested model carried by responsible personnel .The final design
put then in to the production line, accomplished by skilled workers.

They believes that quality must be built into all the company’s processes;
beginning from the procurement of raw material, production processes, performance
testing right up to the finished product. Raw material is accepted with its testing report.
Along with these stringent quality measures, spot checks of the products in various stages
of production through gauge control and finally pre-dispatch inspection (PDI) on the
finished product leave very little to chance.

Working diligently towards achieving high quality standards are we most vital
assets –its employees. Their enthusiasm and vigor finds reflection in the company’s
exemplary performance .They ensure that all ISO 9001-2000 standards and norms are
adhered to and specific customers expectations fulfilled. Any rejection or delay is viewed
as personal setback by the employees making them rare occurrences in our history.

They make all our efforts to ensure that the right product, at the right time, of the
right quality & also right cost (price) is delivered at the right place.

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4.2 PRODUCT PROFIL

TABLE NO: 4.2.1

TRAILOR TANKER RIGID TILLERS

1) 4TC 2wheel/4 wheel 1) 2 wheel (Capacity- 1) Extra heavy duty

Tipping / Non - 5000&10000 liter.) Adjustable tiller.

Tipping. 2) 4 wheel (Capacity- 2) Extra medium duty
2) 6TC 2wheel/4wheel
5000& 10000 liter.) Rigid tiller.
Tipping / Non-Tipping 3) Heavy duty tiller.
3) 8TC 2wheel/4wheel 4) Spring Loaded Tillers
Tipping / Non- Tipping 5) Medium Duty Tillers

HARROW PLOUGH LEVELLER

1) Mounted Offset Disc 1) Mounted Disc Plough. 1) Reversible Land

Harrow. 2) Two Furrow Reversible Leveler.

2) Centre Tyre Trailed Plough. 2) Heavy Duty Land

Offset Harrow. 3) Mounted Mold Board Leveler.

3) Trailed Offset Disc Plough.

Harrow Without /
With Rear Tyre.

DRILL ROTAVATOR RIGDER

1) Automatic Seed Drill No type 1) Plate tie Rigder

2) Seed drill cum 2) Two farrow Rigder

Fertilize 3) Two Disc Barrow Rigder

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1) TRAILORS

Sr. Features
No.

1. Types Tipping

Non-Tipping

2. Colour Blue & Red

3. Capacity Tipping ( 5 MT & 6

MT)

Non-Tipping(4MT,
6MT, & 8MT )

4. Launch December 1996

2) WATER TRANKER

Sr. Features
No.

1. Types 2 Wheel

4 Wheel

2. Colour Blue / Red

3. Capacity 5000 Liter.

10000 Liter.

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3) RIGID TILLERS

Sr. Features
No.

1. Types 1) Extra heavy duty

Adjustable tiller.

2) Extra medium duty

Rigid tiller.

3) Heavy duty tiller.

4) Spring Loaded Tillers

5) Medium Duty Tillers

2. Colour Red / Blue

4) HARROW

Sr. Features
No.

1. Types 1) Mounted Offset Disc

Harrow.

2) Centre Tyre Trailed

Offset Harrow.

3) Trailed Offset Disc

Harrow Without / With

Rear Tyre.

2. Colour Red / Blue

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 5) PLOUGH

Sr. Features
No.

1. Types 1) Mounted Disc Plough.

2) Two Furrow Reversible

Plough.

3) Mounted Mold Board

Plough.

2. Colour Green, Yellow, Blue & Red

6) LEVELLER

Sr. Features
No
.

1. Types 1) Reversible Land

Leveler.

2) Heavy Duty Land

Leveler.

2. Colour Red / Blue

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7) DRILL

Sr. Features
No.

1. Types 1) Automatic seed drill

2)Seed drill cum Fertilizer

2. Colour Red, Blue& Green

8) ROTAVATOR

Sr. No. Features

1. Types No type

2. Colour Only Red

9) RIGDER

Sr. Features
No.

1. Types 1)Plate tie Rigder

2) Two farrow Rigder

3) Two Disc Barrow

Rigder

2. Colour Red / Blue

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 THEORETICAL BACKGROUND
Marketing strategy-

It is a process that can allow an organization to concentrate its limited resources

on the greatest opportunities to increase sales and achieve a sustainable competitive
advantage. A marketing strategy should be centered on the key concept that customer is
the main goal.

Marketing strategy is a method of focusing an organization's energies and

resources on a course of action which can lead to increased sales and dominance of a
targeted market niche. A marketing strategy combines product development, promotion,
distribution, pricing, relationship management and other elements; identifies the firm's
marketing goals, and explains how they will be achieved, ideally within a stated
timeframe. Marketing strategy determines the choice of target market segments,
positioning, marketing mix, and allocation of resources. It is most effective when it is an
integral component of overall firm strategy, defining how the organization will
successfully engage customers, prospects, and competitors in the market arena. Corporate
strategies, corporate missions.

The marketing strategy section of your plan outlines your game plan to achieve
your marketing objectives. It is, essentially, the heart of the marketing plan. The
marketing strategy section should include information about:

 Product
 Price
 Promotion
 Place

These are the "4Ps of marketing":

However, brief explanations of what should be included in the marketing strategy

section of your marketing plan pertaining to the 4 Ps appear below.

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 Product:-

A product can be a physical item, a service, or an idea.

 Describe in detail your products or services in terms of the features and

benefits they offer customers.
 Describe what you need to have or do to provide your product or service
(how it's produced).
 Price:-

List the price of your products and describe your pricing strategy. List price
ranges for product lines. For example, if your product is a line of cosmetics, include
information in this strategy section about your lipsticks "ranging in price from $5.00 to
$15.00 per item" rather than a detailed product price list. (You should, however, consider
including a detailed price list in the Supporting Documents section.)

Describe any price flexibility or negotiating room, as is common with large

purchases such as houses or cars. Outline any discounts you offer for long-term
customers, bulk purchases or prompt payment. Also, include the terms of sale, such as
"net due in 30 days," extended payment plans, and whether you accept credit cards.

 Promotion:-
A promotion plan describes the tools or tactics used to accomplish your marketing
objectives.
If your marketing objective is to: Then tools or tactics might be:
 Advertise in baby care or motherhood
magazines.
Create awareness of baby care products
 Distribute product samples to obstetricians.
among mothers of newborns.
 Offer free baby care seminars to expectant
mothers.
 Distribute free samples or discount coupons at
Increase sales of potato chips to teens. high School football games.
 Sponsor an event attended by teens.

26
 In your Action Programs section, you will describe the steps that need to be taken
in detail, when they should be done, who will do them, and so on.

 Place (Sales and Distribution):-

In this section, describe how your products and customers "meet" or come
together through sales and distribution.

Describe your sales philosophies and methods. Do you employ an aggressive

sales method for a large number of quick sales, or a relaxed method where the emphasis
is on having customers feel comfortable to come back another time even if they don't buy
now? Do you use contract sales people or employees? Explain your approach to sales
issues.

Describe your distribution system. (Where will your product be placed so

customers have access to it?) A few points about distribution to address in your
marketing plan are:

 Is the exchange of the product made in a store? Through the mail? Through a direct
sales representative?
 What are your production and inventory capacities? (How quickly can you make
products and how many can you store?)
 Are there cyclical fluctuations or seasonal demands for your products? For example,
if you produce Christmas decorations, how will you manage peak production and
sales periods as well as slow periods?
 Do you sell to individuals or to re-sellers? Your company may use more than one
method. For example, you may sell directly to customers who place large orders but
also sell to customers who buy small quantities of your product through retail outlets.

 Basic theory:-
1. Target Audience
2. Proposition/Key Element
3. Implementation

27
 Tactics and actions:-

A marketing strategy can serve as the foundation of a marketing plan. A

marketing plan contains a set of specific actions required to successfully implement a
marketing strategy. For example: "Use a low cost product to attract consumers. Once our
organization, via our low cost product, has established a relationship with consumers, our
organization will sell additional, higher-margin products and services that enhance the
consumer's interaction with the low-cost product or service."

A strategy consists of a well thought out series of tactics to make a marketing plan
more effective. Marketing strategies serve as the fundamental underpinning of marketing
plans designed to fill market needs and reach marketing objectives. Plans and objectives
are generally tested for measurable results.

A marketing strategy often integrates an organization's marketing goals, policies,

and action sequences (tactics) into a cohesive whole. Similarly, the various strands of the
strategy , which might include advertising, channel marketing, internet marketing,
promotion and public relations can be orchestrated. Many companies cascade a strategy
throughout an organization, by creating strategy tactics that then become strategy goals
for the next level or group. Each one group is expected to take that strategy goal and
develop a set of tactics to achieve that goal. This is why it is important to make each
strategy goal measurable.

Marketing strategies are dynamic and interactive. They are partially planned and
partially unplanned. See strategy dynamics.

Marketing strategies may differ depending on the unique situation of the

individual business. However there are a number of ways of categorizing some generic
strategies. A brief description of the most common categorizing schemes is presented
below:

28
 Strategies based on
4 Market dominance

In this scheme, firms are classified based on their market share or dominance of
an industry. Typically there are four types of market dominance strategies:

 Leader
 Challenger
 Follower
 Richer
5 Porter generic strategies

Strategy on the dimensions of strategic scope and strategic strength. Strategic

scope refers to the market penetration while strategic strength refers to the firm’s
sustainable competitive advantage. The generic strategy framework (porter 1984)
comprises two alternatives each with two alternative scopes. These are Differentiation
and low-cost leadership each with a dimension of Focus-broad or narrow.

 Product differentiation
 Cost leadership
 Market segmentation
6 Innovation strategies

This deals with the firm's rate of the new product development and business
model innovation. It asks whether the company is on the cutting edge of technology and
business innovation. There are three types:

 Pioneers
 Close followers
 Late followers

7 Growth strategies

In this scheme we ask the question, “How should the firm grow?” There are a
number of different ways of answering that question, but the most common gives four
answers:

29
 1. Horizontal integration

2. Vertical integration

3. Diversification

4. Intensification

A more detailed scheme uses the categories

 Prospector

 Analyzer

 Defender

 Reactor]

Marketing warfare strategies

This scheme draws parallels between marketing strategies and military strategies.
Marketing participants often employ strategic models and tools to analyze marketing
decisions. When beginning a strategic analysis, the 3Cs can be employed to get a broad
understanding of the strategic environment. An off Matrix is also often used to convey
an organization's strategic positioning of their marketing mix. The 4Ps can then be
utilized to form a marketing plan to pursue a defined strategy.

There are many companies especially those in the Consumer Package Goods
(CPG) market that adopt the theory of running their business centered on Consumer,
Shopper & Retailer needs. Their Marketing departments spend quality time looking for
"Growth Opportunities" in their categories by identifying relevant insights (both mindsets
and behaviors) on their target Consumers, Shoppers and retail partners. These Growth
Opportunities emerge from changes in market trends, segment dynamics changing and
also internal brand or operational business challenges.

30
 RESEARCH METHODOLOGY
INTRODUCTION

Research methodology is a scientific and systematic research process to gather

required information on a specified topic.

Research is a process which involves defining and redefining problems,

hypothesis formulation, and organizing and evaluating data, deriving deduction,
inferences and conclusions, after careful testing.

Research methodology is a systematic process to solve the research problem. It

may be understood as a science of studying how research is done scientifically. Why a
research study has been undertaken, how the research problem has been defined. In what
way and why the hypothesis has been formulated, what data have been collected and
particular method has been adopted. Why particular technique of analyzing data has been
used and a host of similar other questions are usually answered when we talk of research
methodology concerning a research problem or study.

A research design serves as a bridge between what has been established (the
research objectives) and what is to be done, in the conduct of the study.

It is well known fact that the most important step in marketing research process is
to define the problem. Choose for investigation because a problem well defined is half
solved. That was the reason that at most care was taken while defining various
parameters of the problem. After giving through brain storming session, objectives were
selected and the set on the base of these objectives. A questionnaire was designed major
emphasis of which was gathering new ideas or insight so as to determine and bind out
solution to the problems.

 DEFINITION

According to Berry

“A careful investigation or inquiry especially through search for new facts in any
branch of knowledge” Redman and Moray defined research as “Systematized effort to
gain new knowledge.”

31
 RESEARCH APPROACH

The research approach was used survey method which is a widely used method
for data collection and best suited for descriptive type of research survey includes
research instrument like questionnaire which can be structured and unstructured. Target
population is well identified and various methods like personal interviews and telephone
interviews are employed.

 COLLECTION OF DATA

Initially the informal discussion was administered with personal manager and then
the sample was fixed as in the second step, the questionnaire was about the subject
Marketing Strategy and its usefulness for the company with assistance of personal
manager.

 DATA SOURCE

I. PRIMARY DATA

Research included gathering both primary and secondary data. Primary data is
the first hand data, which are selected a fresh and thus happen to be original in
character. Primary Data was crucial to know various customers and past
consumer views about Trailors and to calculate the market share of this brand
in regards to other brands.

II. SECONDARY DATA

Secondary data are those which have been collected by someone else and
which already have been passed through statistical process. Secondary data
has been taken from internet, and company’s web sites.

 DATA COMPLETION AND ANALYSIS

After the data has been collected, it was tabulated and findings of the project were
presented followed by analysis and interpretation to reach certain conclusions.

32
SAMPLING UNIT

Sample is small group taken under consideration from the total BAHUBALI’S
PRODUCT customers group. Therefore, I tried to collect information from every kind of
people from BAHUBALI’S PRODUCT customer group. It gives the target population
that will be sampled. This research was carried in Kopargaon and Rahata Taluka.
These were 100 respondents.

RESEARCH PROCESS
FIGURE NO: 6.1
Define Research
Problem

Review Concepts and Review previous

Theories research finding

Formulate Hypothesis

Design Research
(Including Sample Design)

Collect Data (Execution)

Analyze Data
(Test Hypothesis if any)

Interpret and Report

33
THE STEPS IN A SURVEY PROJECT

 Establishing the goals of the project – What you want to learn?

 Determine your sample whom you will interview?
 Choose- interviewing methodology- how you will interview?
 Create your questionnaire – what you will ask?
 Pre-test the questionnaire if practical – test the questions.
 Conduct interviews and enter data- Ask the questions.

Establishing Goals

The first in a survey is deciding what you want to learn. The goals of the project
determine whom you will survey and what you will ask them. If your goals are unclear,
the results will probably be unclear. Some typical goals include learning more about-

 The potential market for a product or service.

 Ratings of current products or services.
 Employee’s attitude.
 Customer/Patient satisfaction levels.
 Reader/Listener/Viewer opinions.
 Association member opinions.
 Opinions about political candidates or issues.
 Corporate images.

34
 RESEARCH METHODOLOGY USED IN THE

PROJECT REPORT
Data source : Questionnaire & interview

Research Approach : Survey Method (Direct Method)

Research Instrument : Questionnaire

Sampling Plan

Sampling Area : Kopargaon and Rahata Taluka

Sample unit- : Customer of BAHUBALI’S PRODUCT

Sample Size : 100 Customers

Procedure : Simple Random

Contact Method : Questionnaire method & interview

Method

35
DATA ANALYSIS

Data refers the raw data collected through questionnaire and the term analysis
refers to the computation of certain measures along with searching for patterns of
relationships or that exist among data groups.

The data, after collection, has be processed and analyzed in accordance with the
outline laid down for the purpose at the time of developing the research plan. This is
essential for a scientific study and for ensuring that we have all relevant data for making
contemplated comparisons and analysis. Processing implies editing, coding,
classification and tabulation of collected data so that they are amenable to analysis.

In the process of analysis, relationships or, differences supporting or conflicting

with originals or new hypothesis should be subjected to statistical test of significance to
determine with what validity data can be said to indicate any conclusions. Analysis was
done through the information collected by personal interviews and records kept with the
selling department. The following records were explored for the purpose.

 Unit’s turnover, profit/ loss etc.

 Company’s order booking & collection of payment.
 Product profile.
 Demand of product is higher in the market.

36
 LIMITATIONS OF THE STUDY

Every study is bound by limitations and as such this is no exceptions.

1. “Change is Constant” rule of nature. Hence, the study undertaken may not hold
good for longer duration.

2. The study was conducted under the assumption that the information given by the
respondents is authentic.

3. The analysis and suggestion are given only with respect to marketing aspects as
technical suggestion with respect to the product could not be given.

4. Confidential matters were not disclosed by the company.

5. There were time constraints.

37
  Data Analysis & Interpretation
1. Reasons of purchasing for Bahubali’s product.
TABLE NO: 8.1

Reason No. Of Respondent

Price 67

Scheme 11

Brand Image 14

Other 08

Total 100

GRAPH NO: 8.1

RESONS OF PURCHASING
Price
8% scheme
14% Brand Image
Other

11%

67%

Interpretation
Price is the main factor for purchase of Bahubali’s product. Scheme and Brand
Image is other factor Of Purchasing Bahubali’s Product.

38
 2. Scheme of purchasing of Bahubali’s product.
TABLE NO: 8.2
Scheme No. Of Respondent
Gudhipadava 19
Dashahara 39
Diwali 21
New Year 11
Other 10
Total 100

GRAPH NO: 8.2

SCHEME OF PURCHASING

10% 19%
11%
Gudhipadava
Dashahara
21% Diwali

39% New Year

Other

Interpretation

Most of the Respondents purchase Bahubali’s product at the time of Dashahara

and Diwali, after also on the occasion of Gudhipadava and New Year respondents
purchase product from the Bahubali’s.

39
 3. Nature of transaction while purchasing of Bahubali’s product.
TABLE NO: 8.3
Nature Of Transaction No. Of Respondent
Cash Purchased 69
Bank Loan 18
Installment 08
Other 06
Total 100

GRAPH NO: 8.3

NATURES OF TRANSACTIONS
6%
8%

Cash Purchased
18% Bank Loan
Installment
Other

68%

Interpretation

Maximum respondents use nature of transaction is cash purchases and Bank Loan
of Bahubali’s product.

40
 4. Satisfaction level of customers.
TABLE NO: 8.4
Answers No. Of Respondents

Yes 86

No 14

Total 100

GRAPH NO: 8.4

CUSTOMERS SATISFACTION

14%

Yes
No

86%

Interpretation

Maximum Respondents Satisfied while purchasing Bahubali’s Products.

41
 5. Key Factors of Bahubali’s product.

TABLE NO: 8.5

Factors No. of No. of respondents

Less price 57

Design 07

Life of Products 33

Other 03

Total 100

GRAPH NO: 8.5

KAY FACTORS IN BAHUBALI'S PRODUCT

33% 3%
57% Less price
Design
7%
Life of Products
Other

Interpretation

The Main Key factor of Bahubali’s product is Less Price of product. Other factor
like Design and life of product.

42
 6. Problems Arises in Bahubali’s product while using it.

TABLE NO: 8.6

Problems No. of respondents

Yes 32

No 68

Total 100

GRAPH NO: 8.6

PROBLEMS

32%

68%
Yes
No

Interpretation

Out of total respondent it is clear that the 68% respondent says that there is no
problem while using the product from Bahubali’s

43
7. Problems faced By Bahubali’s product users.

TABLE NO: 8.7

Problems No. of Respondents

Wheel 28

Hydrolick Pump 23

Life Of The Product 20

Quality of the product 11

Other 18

Total 100

GRAPH NO: 8.7

FACING OF PROBLEMS
18%
28%

11%
Wheel
Hydrolick Pump
Life Of The Product
20% 23%
Quality of the product
Other

Interpretation

Mostly 28% respondents says that they have facing the problems with WHEEL,
and the other hand 23% respondents says they have facing the problems with Hydrolick
pump.

44
 8. Discounts and Offers on Bahubali’s product.

TABLE NO: 8.8

Discounts and offers No. of Respondents

Yes 68

No 32

Total 100

GRAPH NO: 8.8

DISCOUNTS AND OFFERS

32%

Yes
68% No

Interpretation

A maximum respondent says that the discount and offers is available in

Bahubali’s products.

45
 9. After sales services provided by Bahubali’s product.
TABLE NO: 8.9

After Sales services No. of Respondents

Yes 79

No 21

Total 100

GRAPH NO: 8.9

AFTER SALES SERVICES

21%

Yes
No
79%

Interpretation

Out of total respondents mostly 79% respondents says that they receive the after
sales service from Bahubali’s products.

46
 10. Changes in Bahubali’s product in future.

TABLE NO: 8.10

Reasons No. of Respondents
Colour 35
Wheel 15
Design 28
Hydrolick Pump 12
Other 10
Total 100

GRAPH NO: 8.10

REASONS OF CHANGES IN
BAHUBALI"S PRODUCT
10%
12% 35%

Colour
Wheel
Design
28%
Hydrolick Pump
15% Other

Interpretation

Most of respondents say the changes occurred in the colors of Bahubali’s products.

47
11. Will you suggest to anybody to purchase the product of Bahubali.
TABLE NO: 8.11

Reasons No. of Respondents

Yes 86

No 14

Total 100

GRAPH NO: 8.11

REFERANCE TO ANYBODY

14%

Yes
No

86%

Interpretation

Out of total respondents 86% respondents are agree to suggest the Bahubali’s
products to anybody.

48
 12. Remark of Bahubali’s product.

TABLE NO: 8.12

Remark No. of Respondents

Good 23

Very Good 12

Excellent 45

Out standing 20

Total 100

GRAPH NO: 8.12

REMARK
20% 23%

Good
12%
Very Good
Excellent
Out standing
45%

Interpretation
Out of total respondent it is clear that with mostly 45% respondents gives the
remark for excellent.

49
 FINDINGS
1. There are 67% people purchase Bahubali’s product on price factor.
2. 39% respondents purchase Bahubali’s product on Dashahara and Diwali.
3. There is 69% respondents use nature of transaction cash purchases.
4. 86% respondents satisfied while purchasing the Bahubali’s product.
5. Above 80% respondents point of view the main key factor of Bahubali’s
product is less price and life of product.
6. There are 68% respondents says that no problems arises in Bahubali’s product
while using it.
7. 28% respondents say that they have facing the problems of wheel.
8. 68% respondents says that the offers and discounts available on Bahubali’s
product.
9. 79% respondents say that they receive the after sales service from Bahubali’s
products.
10. 86% respondents are agreeing to suggest the Bahubali’s products to anybody.
11. Mostly 45% respondents give the remark for Bahubali’s product is excellent.

50
 SUGGESTIONS
1. Company should improve the promotion strategy of product.

2. The print media is best suited for placing advertisements or features for the
products.

3. Solve customers’ problems at the time they have to arise.

4. Company should have participated in various exhibitions in Kopargaon and

Rahata Taluka.

5. Price discounts can be effective tool for attracting the customers but it has to
be used with a word of caution and not excessively as it has many a flip sides
attached to it.

51
 CONCLUSION

The whole objectives of study were conduct through survey in Kopargaon and
Rahata Taluka to find out the marketing strategy of Bahubali’s product. Following
conclusions are indicating here:-

1. Maximum number of customers depends on price factor of Bahubali’s

product. This factor affect on the demand of Bahubali’s product.
2. The maximum demand of Bahubali’s product occurred in dashera season.
3. The maximum number of people purchase product on cash.
4. The maximum number of customer satisfy the regarding Bahubali’s product.
5. The Bhansali Company provide better quality product with reasonable price.
6. The few customers are facing problem regarding products of wheel.
7. The maximum customer experience the company provide after sale’s
services.\
8. The maximum respondent gets discounts and offers of Bahubali’s products.
9. The Maximum respondents suggest that changes in Bahubali’s products
regarding colour of products.
10. The maximum respondents give the remark for Bahubali’s product of
excellent.

52
 BIBLIOGRAPHY

 Marketing management : Philip Kotler (12th Edition)

 Research Methodology: C.R. Kothari.
 Company’s Internet sources :
 Annual report
 Sales report
 Websites:

www.bhansalitrailors.com

www.bhansalitrailors.in

www.google.com

53
 QUATERNARIES
Name of the customer: --------------------------------------------------------------------

Postal Address: --------------------------------------------------------------------

--------------------------------------------------------------------

Contact No: ------------------------------------------

Contact No: ------------------------------------------

Q.01) Why do you purchased Bahubali’s Product?

Price Scheme Brand image other

Q.02) Under which scheme you purchased your Bahubali’s Product?

Gudhipadava Dashahara Diwali New Year

Other

Q.03) What nature of transaction did you use while purchasing Bahubali’s Product?

Cash Purchase Bank Loans Installments Other

Q.04) Are you satisfied with Bahubali’s Product while using it?

Yes No

Q.05) What is the key factors of Bahubali’s Product?

Less price Design Life of Products

Other

Q.06) Did you face any problem while using Bahubali’s Product?

Yes No

Q.07) Which problem did you face?

Wheel Hydrolick Pump Life of the Product

Quality of the Other

product

54
Q.08) Did you get any discounts, offers while purchasing Bahubali’s Product?

Yes No

Q.09) Are you provide after sales services to Bahubali’s Product?

Yes No

Q.10) Do you want any changes in Bahubali’s Product in future?

Colour Design Wheel

Hydrolick Pump Other

Q.11) Do you refer Bahubali’s Product to anybody?

Yes No

Q.12) Give remark to Bahubali Products.

Good Very Good Excellent

Outstanding

Q.13) Any Suggestions.

_____________________________________________________________
_____________________________________________________________
_____________________________________________________________

55