same deutz farh

8/12/2019 Same Deutz Farh

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AcknowledgementThe objective of any project would be incomplete without

acknowledging the efforts of all those who have given their valuable

guidance and their precious time.

The most awaited moment of any endeavor is its successful

completion, which depends upon the cooperation & combined effort of

several resources, time and knowledge.

I am thankful to Mr. Sushil kaushik Asst. area manager),Bhopal, who provided the new insights to the project and valuable guidance,

without his direction this project would not have come through. His

experience and ideas helped us a lot during my project work.

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Abstract:

Innovation is a fundamental virtue of marketing. This study is an attempt to

Understand the sales system and explain the Sales and Distribution Channel

Structures in Same deutz-fahr a reputed brand name of the Tractor industry

in India. The investigation adopted a mix of theoretical and practical aspectsin

Exploring the subject under scrutiny.

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Contents

1. Introduction

A) Tractor Industry.

B) Same deutz-fahr tractors..

2. Product Rane.

!. "ar#etin $ierarchy..

%. Sa&es System.

A) 'n(uiry eneration.

B) 'n(uiry Con*ersion.

C) +e&i*ery.

+) Payment

,. After Sa&es Ser*ices

(


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. "ar#et share of S+ Tractor/s in Indore Reion 200 and 2010..

. Conc&usion..

I3TR4+5CTI43

Tractor Industry6

At the start of this industry there are )' manufacturing units #ere in production out of#hich )* #ere set up #ith foreign co%%a+oration and ' #ith indigenous techno%ogy and

kno#,ho#- The actua% de.e%opment of the Tractor $ndustry has taken p%ace o.er &

decades +eginning from )/0*-$n the first decade the fo%%o#ing 1 units #ere set up a%% #ith

foreign co%%a+oration-

Indian Com7anies and their orein Co&&a8orators 9irst Phase)6

1


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2et#een )/3* 4 )/5* the fo%%o#ing si6 units #ere set up four #ith foreign co%%a+orationand t#o #ith indigenous techno%ogy-

Indian Com7anies and their orein Co&&a8orators 9Second Phase)6

S.3o. 3ame of the 5nit Co&&a8orator :ear of commencement

of Production

)- Escort Tractor

7imited 8 ET7 9

!ord U-;- )/3)

&- "MT 7imited Motoko.Praha


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7imited

T#o more units as fo%%o#s came up +et#een )/5* and )/51 one #ith foreignco%%a+oration and the other #ith indigenous kno#,ho#-

S.3o. 3ame of the 5nit Co&&a8orator :ear of commencement ofProduction

)- Auto Tractors 7imited 2ritish 7ey%andU-;-

)/5)

&- Pratap Stee% Ro%%ing Mi%%s7imited

$ndian ;no#,ho# )/5'

'- Same grea.es Same $ta%y )///

The annua% production of tractors in the year )/53,55 had reached a%most /**** no-Bs per

annum- Out of the a+o.e )( units #hich #ere in production se.en units 8 Eicher TafeEscorts Mahindra 4 Mahindra Escorts Tractors "MT and Punja+ Tractors 9 accounted

for //C of the tractor production #hi%e rest of the si6 units shared +et#een them theremaining )C-7ong term of the tractors units appears to ha.e +een primari%y dictated +yapproach of the %oca% management rather than the co%%a+orators or the techno%ogy or the

mode% of the tractors se%ected- There are success and fai%ures in units #ith

)- 2oth imported and indigenous techno%ogies-

&- Techno%ogies imported +oth from #estern and eastern +%ock countries-

'- Units +e%onging to +oth pu+%ic and pri.ate sectors-(- 2oth #ere #e%% kno#n or %ess kno#n mode%s #ere se%ected for %oca% manufacture-

Strong techno%ogica% +ase of the group and the support pro.ided +y their o#n R 4 D

ha.e a%so p%ayed an important part in the gro#th of indi.idua% units-

The most popu%ar si=e of the tractor in the country is '1 "-P- fo%%o#ed +y &1 and (1 "-P-

the percentage production of the three si=es +eing 11C &*C and )1C respecti.e%y- ThefarmerBs choice of tractor si=e is a compromise +et#een the uti%ity of tractor for mu%tip%e

uses inc%uding hau%age and its price- The accent is on sturdiness and re%ia+i%ity ratherthan sophistication #hich usua%%y mean a higher price- According to the present

indication the demand for higher priced and sophisticated tractors a+o.e 0* "-P-is %ike%y

to +e %imited in the immediate future-

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Same deutz fahr tractors

Same Deut= !ahr $ndia 8SD! $D$A9is a )**C o#ned su+sidiary of Same

Deut=,!ahr ?roup spA of $TA7F,the pioneers and one of the #or%d %eaders

in the fie%d of tractor transmissions diese% engines-

The Same deut= ,fahr group $ta%y commenced manufacturing diese%

tractors in the year )/&3 and today o#ns four prestigious +rands : SAME

7AM2OR?"$$ DEUT !A"R 4 "UR7$MA- The group has

manufacturing faci%ities in $ta%y ?ermany Po%and and $ndia- The groupBs

range inc%udes tractor .irtua%%y for a%% app%ication from '*"P to&3*"P and a

distri+ution net#ork of '*** partners spread across the g%o+e-

The %ogos of these +rands are sho#n +e%o#:,

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DEUT !A"R:,

"UR7$MA:,

7AM2OR?"$$:,

/


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SAME:,

In India; the same deutz-fahr rou7 foray in the year 1


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area to )'&*** mith a ma6imum production capacity of ))*** tractors and )1***

engines a year- $n &**5 the tota% tractor production in Ranipet increased +y &5C to c%ose

at (*** units- This year the group p%ans to introduce a ne# 01,31"P p%atform #ith a Tier

$$$ specification engines for the e6port markets-

The %oca%i=ation process in $ndia of the 1* 3* "P tractor p%atform #as comp%eted in

&**5- $nitia%%y the tractors #ere produced e6c%usi.e%y for the e6port market 8Europe

USA Midd%e East and Africa9- o# SD! #i%% produce these tractors for the $ndian

market under the DEUT,!A"R +rand-

$ndia has the #or%dBs %argest tractor market #ith a tota% sa%es .o%ume of ''(*** units in

&**5 #hich has sho#n significant gro#th of &/C and touched .o%ume of ('&-***tractors as Domestic $ndustry-- Due to structura% changes in the $ndian agricu%ture sector

there is consistent gro#th in the o.er (* "P G


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The tractor industry in $ndia has comp%eted more than &1 years- During this periodthere has +een a %arge gro#th in its production capacities and capa+i%ities A #ide choice

of competiti.e mode%s ranging from )& to 31 "P is no# a.ai%a+%e to the farmer- The

tractor industry represented +y the successfu% unitshas no# attained a maturity asjudged +y itHs capacity and capa+i%ity to e6pand production as and #hen needed to

meet any sudden surge in demand The successfu% units ha.e a%so de.e%oped e6pertise

and capa+i%ity for effecting hori=onta% transfer of techno%ogy to other de.e%oping


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Product rane

-

The company manufactures and markets state,of,the,art SAME +rand tractors and

diese% engines from '1hp to 0*hp in t#o,#hee% dri.e and four,#hee% dri.e .ersions- The

company is p%anning to add tractors of 3*hp and a+o.e in the near future- Same Deut=,!ahr $ndia e6ports tractors and diese% engines to Sri 7anka epa% South Africa ;enya

po#er of '1hp and '/hp9 featuring a short #hee%+ase and a high degree ofmanoeu.ra+i%ity #hich make them particu%ar%y #e%%,suited for farm #ork- Main

technica% specifications:

!our,stroke D$ 82"ARAT TREM $$$9 #ater,coo%ed Euro,$ diese% engines

5G& constant mesh #ith forced feed %u+rication gear+o6

1(*rpm @ '&-&hp PTO

"ydrau%ica%%y actuated oi% immersed disc +rakes

Pump capacity of ')7pm and &/7pm

%0! '5R4 A3+ %,! '5R4 4P'3 I'+ TRACT4RSThe (*' Euro and (1' Euro tractors are designed for open fie%ds and specifica%%y

de.e%oped for use on sma%% farms- They are euipped #ith #ater,coo%ed four,stroke D$

82"ARAT TREM $$$9 diese% engines and produce po#er outputs of (*hp and (1hprespecti.e%y- The top speed of '*km@h a%%o#s for rapid road transport- Specifications

inc%ude:

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?ear+o6 , 5G& constant mesh #ith forced feed %u+rication

PTO speed @ po#er , 1(*rpm@'0hp

2rakes , hydrau%ica%%y actuated oi% immersed disc +rakes

7ift , ADD< contro% )3**kg &***kg capacity

,0! '5R4 S"A AR" A3+ PT4 TRACT4RSEconomica% and minima%ist the (3' Euro and 1*' Euro tractors are idea% for specia%i=ed

cu%ti.ation and are idea% for sma%% farms and PTO #ork- These mode%s are a.ai%a+%e int#o .ersions 81*hp9 mounting the four,stroke D$ 82"ARAT TREM $$$9 #ater,coo%ed

Euro,$ diese% engines- !eatures inc%ude:

"ydrostatic steering #ith independent pump capacity of &/7pm to ')7pm

1(*rpm @ ()-35hp PTO

"ydrau%ica%%y actuated oi% immersed disc +rakes on a%% four #hee%s

Steering ang%e of 11I

0! '5R4 $AR>'ST SP'CIA ARIC5T5RA TRACT4RS

!or specia%i=ed agricu%tura% tractors Same Deut=,!ahr $ndia introduces the 0*' Euro and

0*' Euro har.est specia% agricu%tura% tractors- Euipped #ith the ne# #ater,coo%ed four,

stroke D$ 82"ARAT TREM $$$9 Euro,$ diese% engines in tur+o or natura%%y aspirated.ersions the ne# range is packed #ith inno.ati.e technica% features:

)(


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"ARD'TI3 $I'RARC$:6

)0

General Manager

Dy. General Manager

Regional Manager

Bhopal Branch

AM!"ec

Dealer DealerDealer

Sale# Manager Sale# Manager Sale# Manager

DS$ % DS$ & DS$ '

DS$ % DS$ & DS$ '

DS$ % DS$ & DS$ '


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Sa&es System

)- 'n(uiry eneration6 $t is the first step in the sa%es system #ith the o+jecti.e to

increase the .o%ume the sa%es and the production is direct%y proportiona% to each other and the

main focus of the sa%es system is generating more and more num+er of enuiries so that thereare chances to con.ert them into sa%es-

A9 Com8in 47eration6 $n this process of enuiry generation an operation is performed

+y the com+ination of Dea%erBs Sa%es Person 8DSP9 and


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D9 Customer/s "eet6 As the name suggests that their #i%% +e a meeting takes p%ace

+et#een the customer and the company representati.e in #hich #e #ou%d take the feed+ack

information #ou%d +e gi.en a+out the ne# schemes and products and a+out the %atest offers-

i9 4&d6 This meet is +asica%%y for taking the feed+ack of the o%d customer and if the

customer is #e%% satisfied #ith the product then he can gi.e some references of the

prospecti.e customers-

ii9 Com7etitor6 This meet is organi=ed to con.ert the competitorBs customer to our sideJ

this is a #e%% focused meet keeping an eye on the future prospects of +uying ne# tractor ofdifferent +rand other than #hat he is ha.ing right no#- $n this #e make them acuainted #ith

our product competencies #ith #hat #e are pre.ai%ing-

iii9 Pros7ecti*e6 These customers are the hope of sa%e and in this meet #e try to con.ert

them into +uying them actua%%y- This meet reuires constant fo%%o#,up #ith the customer and

try to fu%fi%% his demand and so%.e the ueries if any-

2. 'n(uiry Con*ersion6

A9 P&ant >isit6 This is the ne# trend in this competiti.e #or%d and in the era of

g%o+a%i=ation- Most%y this is the phase after enuiry generation and in this phase #e pro.ide a

fee% good factor in the mind of the customer +y %et him kno# the product ua%ity andstandards from #hich his product is manufactured and this #i%% create an ha.oc in the mind of

the customer and he is ready to ha.e the product at that particu%ar moment- P%ant .isit is

comprises of the fo%%o#ing:

)- >e%come +y gar%and

&- ?roup Photograph'-


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29 'Echane "e&a6 $t is an another form of enuiry con.ersion in #hich the target

customer are those #ho is ha.ing the o%d tractorBs of any mode% and of any +rand #hich is

considered +y the companyBs e6change ce%% and if the dea% is made then it generates sa%e-


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(- Payment 9 Co&&ection 8y +ea&er ) 6 This is the %ast phase of the sa%es system +ut not

the %east +ecause this is the most tedious in nature as #e a%% kno# that co%%ection of money is

not an easy task and it take time a%so that is .ery important in this competiti.e market as timeis money- The mode of payment is either finance +y +ank or cash if it is in cash then the task

is simp%er in nature +ut if it through finance than it is time taken +ecause then it depends on

%ot many factors such as

)- Amount of 7and of the customer-

&- !ie%d $nspection +y the !inancia% !irm-

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After Sa&es Ser*ice

After-sa&es ser*ice the #ey customer concern6

As in the rest of the tractor industry after,sa%es ser.ice is a concern area for customers astheir e6pectations on the o.era%% ua%ity continue to go higher- After,sa%es ser.ice is rated

considera+%y %o#er than the purchase e6perience-

$n the past truck ser.ice centers a%#ays %eft a %ot to +e desired on +asic infrastructure and

%agged +ehind their cousins in the car t#o,#hee%er and tractor segments- "o#e.er the study

sho#s that no# customers are e6treme%y happy #ith the o.era%% infrastructure for ser.icingand customer comfort at the dea%erships-

The study a%so finds that managing customer e6pectations +ecome increasing%y cha%%engingas the %ength of .ehic%e o#nership increases- There is a sharp drop in the TR$M inde6 from

customers #ith o#nership up to 0 months to customers in )&,'0 months o#nership period-

S+ Ser*ice Associates6These are the authori=ed ser.ice centre #hich is formed #ith thecon.ersion of %oca% ser.ice centre #ith companyBs norms and conditions certified +y SD!-

They offer the ser.ices to the customer in the %oca% area and gi.e the fee%ing of ser.ices at an

ease #hich is he%pfu% in +ui%ding a strong +ond #ith the customers-

The fo%%o#ing are the acti.ities #hich are headed +y SD! in after sa%es ser.ices are ,

)- Insta&&ation6

$nsta%%ation is a process #hich takes p%ace #ithin )1 days after the de%i.ery in #hichinstructions are pro.ided to the O#ner 8Dri.er9 on the site on ho# to dri.e #hat precautions

to +e taken for the effecti.e dri.ing ho# to do the pre.enti.e maintenance and ho# to

increase the %ife of the parts etc-

2. Ser*ice Su77ort 6

This is the support pro.ided +y the Dea%er on +eha%f of the


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"ar#et share of S+ Tractor/s

in Bho7a& Reion 2012F 201!6

20126

201! 6

&&


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Conc&usion

The Tractor industry is current%y facing o.er capacity- There are a%arming%y

high stocks and credits in the market p%ace- The pro+%em has +een furtheraggra.ated +y the entry of Mith the gap in demand and supp%y and .ery high

stocks the situation is %ike%y to +e difficu%t in the ne6t T#o to three years

#ith manufacturers attempting to make corrections- Tractor industry ha.ing

achie.ed the %e.e% of de.e%opment of +eing a+%e to cater fu%%y to the

indigenous marketJ shou%d no# concentrate a%so on de.e%opment of tractor

mode%s suita+%e for e6ports-

The +iggest opportunity for company is that fue% economy is a dominant

factor in the farmersH minds in the present circumstances and SD! is an

ackno#%edged %eader in fue% efficiency particu%ar%y in the '1"P and higher

segment- The $ndian arm has tractors in the '1,0* "P range and hopes to

introduce tractors in the 0*,3* "P range short%y that the $ndian market #as

shifting to tractors #ith higher horsepo#er and #ith mu%tip%e use functions

a transformation that the company #as idea%%y p%aced to tap-

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T$A3D :45 G

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same deutz farh

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