Rural Marketing

Rural Marketing An indian overview…..

Mahindra & Mahindra

♦ Presented by: ♦ Amritanshu Singh ♦ B.B.A Vth sem. ♦ S.R.M.C.M.

Introduction ♦ Mahindra & Mahindra Ltd, Automotive Sector are in the

business of Designing & Manufacturing Multi Utility Vehicles with customer satisfaction through the process of continuous improvements in all areas of operations. Rural people have a high demand of these vehicles as they fulfill there requirement in the same time

Overview of M&M ♦ Mahindra & Mahindra Limited, Automotive Sector is

a big giant in the automotive sector in India. The Company manufacturers Multi Utility Vehicles (MUVs),eg: bolero, marshal, pickup.. Light Commercial Vehicles (LCVs), Cars and three wheelers. Over years, the Mahindra brand of vehicles have come to represent high quality, ruggedness, durability, stability, reliability, looks, easy maintenance and operational economy.  All these factors make m&m the first choice for the rural and semi urban areas as there purpose is fulfilled with same vehicle.

Achievements ♦ Having conquered a substantial portion of India’s rural,

semi-urban markets, the sector has in recent years secured significant success in urban regions following the introduction of premium MUVs like ♦ Bolero and Scorpio. ♦ The All New Scorpio, M&M’s indigenously developed Sports Utility Vehicle (SUV) won the CNB-AAA coveted Golden Peacock award for Innovative Product / Services in the Automobile segment. The all electric, Zero Emission Mahindra Bijlee won the Golden peacock Eco- Innovation award.

♦ They are the market leaders in the utility vehicles

segment. They are also a major player in the tractor manufacturing segment as well. ♦ Their USP is their capability to manufacture vehicles with having very little technological help from foreign sources. ♦ They are very indigenous regarding this particular aspect. Their first indigenously developed sports utility vehicle was the "Scorpio". ♦ They are the only sole Indian company to be a part of he top five tractor manufacturing companies in the world.

Farm equipment sector Farm Equipment Sector (FES) is a part of US $6.7 billion Mahindra group, which is amongst the top 10 industrial houses in India. The group has a leading presence in key sectors of the Indian economy, including the financial services, trade, retail and logistics, automotive components, aftermarket, information technology and infrastructure development.

Mahindra group's Farm Equipment Sector (FES) is amongst the top three tractor brands in the world. It has won the Japan Quality Medal in 2007. It also holds the distinction of being the first tractor company globally to win the Deming Application Prize in 2003. FES is the first tractor company worldwide to win these honors. This shows the strong focus of FES on Quality and Customer Satisfaction. Today, the domestic market share of FES is around 42%. (Mahindra brand: 30% and Swaraj brand: 12%). \FES has a subsidiary agricultural tractor manufacturing company in India known as Mahindra Gujarat Tractor Limited (MGTL).

Domestic Operations ♦ Farm Equipment Sector (FES) is the no. 1 tractor

brand in India, since 1983. Brand Mahindra sells a range of tractors that include ♦ Bhoomiputra, ♦ Shaan, ♦ Sarpanch and ♦ Arjun Ultra-1, with each (except Shaan) having range of variants based on the horse power (hp) and other attributes. Mahindra tractors are known for high fuel efficiency and reliability. FES sells its 15 HP to 75 HP category tractors in the domestic market.

FES has a large customer base of more than 21, 00,000 customers (including Swaraj). The sector has time and again topped the customer satisfaction chart. FES also has the deepest distribution reach with more than 680 dealers along with widest service network across India.. Mahindra & Mahindra had acquired a majority stake in Punjab Tractors Limited (PTL) in early 2007. PTL is a good strategic fit to the company, as it comes with its strength of efficient design (strong R&D abilities) and the Brand Swaraj, which enjoys a strong customer loyalty for being sturdy and reliable.

Mahindra agric business ♦ The Mahindra Group established Mahindra

Agribusiness in 2000, the agriculture and food chain from agri inputs right through to modern retail outlets. ♦ In 2008, Mahindra Shubhlabh was India’s leading exporter of fresh produce The company's business is to establish fresh produce supply chains and directly engage in the production & marketing of seed and seed potato. ♦ In addition, Mahindra Shubhlabh also markets Crop Care products. grapes to the European Union. ♦ this shows how mahindra shubhlabh is taking indian ruaral market around the globe ..

♦Mahindra Shubhlabh engages with farmers in the production

of export quality grapes, pomegranates and apples aimed at delivery to domestic and overseas markets including those in Europe, West and S Within the Crop Care and Seeds area, Mahindra Shubhlabh has taken a direct initiative in launching its brand of wheat, maize, sunflower and a range of vegetable seeds and agro chemicals. In addition, the company has acquired land in Pune to set up a Research & Development facility for seeds and saplings.outh Asia. ♦ Mahindra shubhlabh is highly sucessful because as india is a agri based country and agricultural produce of india is demanded in the whole world

Mahindra gujrat tractors ♦ A majority stake of Gujarat Tractor was acquired by Mahindra & Mahindra in 1999. Post this acquisition, ♦ the name of the company was changed to Mahindra Gujarat Tractor Limited. It sells its tractors under the brand name Shaktimaan and has a manufacturing plant in Baroda, Gujarat. ♦ Mahindra has acquired many small company to make its hold in the whole country ♦ As mahindra has created a monopoly in the sector of rural agri based equipments.

Mahindra powerol ♦ Mahindra & Mahindra Ltd., the tractor and utility vehicle major

♦ ♦ ♦ ♦

in India, entered the field of Power Generation in 2001. Mahindra Powerol deals with mainly two segments, DG sets and Engines. Mahindra Powerol has made rapid strides in the Indian genset industry in a very short span of time. Mahindra Powerol DG sets are the first choice of Telecom majors like Airtel, Tata Tele, Vodafone, Nokia, BSNL and MTNL to support their communication networks across India. Features Electronic/A1 Governing Compact size Low vibration

♦ Fuel efficient

Mahindra powerel ♦ As the rural sector of india lacks the supply

of electricity ♦ Mahindra provides the gen sets to rural and urban india ♦ Which help the in providing electricity which help the rural people in their agri business

Mahindra & Mahindra Ltd. (M&M) Mahindra & Mahindra is the most respected company in India. For its SUV model 'Scorpio,' the comapany won the National Award for outstanding in-house research and development. Bolero, Commander, Voyager are the popular brands of the comapany in automotive segment The Mahindra Group’s Automotive Sector is in the business of manufacturing and marketing utility vehicles and light commercial vehicles, including three-wheelers. It is the market leader in utility vehicles in India since inception,

and currently accounts for about half of India’s market for utility vehicles. Although created in 1994 following an organizational restructuring, the Automotive Sector can trace its antecedents back to 1954. The iconic jeep that led American G.I.s to victory in World War II is the very same vehicle that drove the Mahindra Group to success in the Automotive Sector. ♦ . Over the years, the Group has developed a large product portfolio catering to a diverse customer base spanning rural and semi-urban customers, defense requirements and luxurious urban utility vehicles. ♦ In 2002, it launched the indigenously engineered world-class sports utility vehicle-Scorpio, which bridges the gap between style and adventure, luxury and ruggedness, and performance and economy.

♦ The Automotive Sector continues to be a leader in the

utility vehicle segment with a diverse portfolio that includes mass transport as well as new generation vehicles like Scorpio, Bolero and the recently launched Xylo

♦ Mahindra & Mahindra’s foray into the three wheeler

segment with Alpha and Champion has also made it a leader in its category.

♦ Mahindra Navistar Automotives Ltd. (MNAL), a joint

venture between Mahindra & Mahindra Limited and International Truck and Engine Corporation, will manufacture trucks and buses for India and export markets. It will also provide component sourcing and engineering services to International Truck and Engine Corporation.

♦ All this shows how indian rural market is

been benefited by the great products & services of mahindra ♦ Mahindra and mahindra is one of the major pillar of indian rural industry…… ♦ Mahindra is serving rural market and taking it around the globe ……