CHAPTER 1

EXECUTIVE SUMMERY

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EXECUTIVE SUMMERY
The project titled STUDY ON SALES PROMOTION ACTIVITY OF KUBOTA
TRACTOR for the company was undertaken with a prime motive to understand the
actual process involved in the sales promotion activity, carried out for Kubota tractors
models of the company which are basically tractors utilized for agriculture sector and
construction industries . These products are basically used in process industries such as
construction, agriculture etc.
This project was chosen with an intention to unrevealed sales promotion carried out
for industrial products and also since it is the area of interest for making a carrier in
industrial marketing i.e. business to business marketing. The company Kubota
Corporation Ltd. was specifically chosen since it is into manufacturing and marketing
of Tractors. Another reason for selecting this company is that it has huge and
diversified customer base for Kubota tractors. its products providing good scope for
the study.
The location chosen for the study was restricted to the companies within Jalgaon and
surrounding Jalgaon. And for each stage a different methodology was adopted. The
actual sales and promotion was done by mostly visiting the companies and interacting
with either maintenance/purchase/projects manager with reference to products and
then a detailed sales report was prepared on the basis of this interaction. Other sales
promotional technique such as sending emails, letters, and catalogs of the product was
also carried out.
In the second stage a feedback was taken from the customers regarding the price
offered by the company for the products , whether they are satisfied with the after sales
service provided by the company to its existing company and finally their opinion
about the variety of newly launched highly customized models of the company .
And after this feedback for each of the above mentioned parameters each was analyzed
individually to earn some productive results for the company.
And finally various sales promotional tools were studied. And it was found that
Majority of the existing and prospective customers were not satisfied with the price
offered by the company for tractors. After sales service was found to be a bit problem
issue for the company upon which the company needs to improve to gain competitive
advantage. And the existing as well as the prospective customers have given a very
overwhelming response to the newly launched products of the company
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CHAPTER 2
ORGANIZATIONAL PROFILE

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ORGANIZATIONAL PROFILE
Industry History
Indian Tractor Industry developed in 1945 to 1960 because of the War surplus tractors
and bulldozers were imported for land reclamation and cultivation in mid 1940's. In
1947 Central and State Tractor Organizations were set up to develop and promote the
supply and use of tractors in agriculture and up to 1960, the demand was met entirely
through imports. In 1951 there were 8,500 tractors in use, 20,000 in 1955 and 37,000
by 1960. Local production began with five manufacturers in 1961 producing a total of
880 units per year. Eicher, Gujarat Tractors, TAFE, Escorts, M&M are the major
tractor manufacturers.
During 1965 this had increased to over 5000 units per year and the total in use had
risen to over 52000. In the year 1970 annual production had exceeded 20000 units
with over 146000 units working in the country. From 1971 to 1980 six new
manufacturers were well established during this period although three companies
(Kirloskar Tractors, Harsha Tractors and Pittie Tractors) did not survive. Escorts Ltd
began local manufacture of Ford tractors in 1971 in collaboration with Ford, UK.
Others were HMT and PTL (SWARAJ) Total production climbed steadily to 33000 in
1975 reaching 71000 by 1980.
Credit facilities for farmers continued to improve and the tractor market expanded
rapidly with the total in use passing the half million mark by 1980. 1981 to 1990 A
further five (Auto Tractors, Haryana Tractors, United Auto Tractors, Asian Tractors,
VST Tillers) manufacturers began production during this period but only last one
survived in the increasingly competitive market place. Annual production exceeded
75000 units by 1985 and reached 140000 in 1990 when the total in use was about 1.2
million. Then India - a net importer up to the mid-seventies - became an exporter in
the 80's mainly to countries in Africa between 1991 to 1997.
Since 1992 it has not been necessary to obtain an industrial license for tractor
manufacture in India. By 1997 annual production exceeded 255000 units and the
national tractor park had passed the two million mark. India has now emerged as one
of the world leaders in wheeled tractor production. Saturation achieved in Punjab with
tractor density as high as 82 per 1000 ha against Indian average of 12.4, world average
of 17.4 and 32.1 in developed countries. Intense competition has led to rapid advances
in design and quality.

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MARKET CAPITALISATION
Tractor market in India is about Rs 6000
crore. On an average around 400000
tractors are produced and their sale is
260000.Uttar Pradesh is the largest tractor
market in our country. One out of every
four tractor is being purchased here. One
third of world's Tractor production is in
India. The Total Turn Over is 10000 crore
and the Total investment is 8000 crore.
With Employment of 28000 people
directly and 150000 people indirectly the
Tractor population is 3000000 compared
to 900000 in China.

Table 2.1

Tractor markets in India an Analysis.

Currently Indian tractor industry contributes around one third of total world tractor
production.
Despite a negative growth in automobile industry for the last financial year, tractor
segment has shown a strong positive growth. The Tractor production in India for
FY13-14 is increased by 22% to record high of 7.08 lakh units against 5.78 lakh units
in FY12-13.
CRISIL says, long term outlook of tractor market in India remains positive and expect
it to grow in the range of 8-10 percent CAGR, with falling replacement cycles, low
penetration levels, stable farm incomes, and increased focus of the government on
agricultural and rural development.

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Annual Tractor Production in India

The tractor industry has done well in the last 5 years because of good monsoons, easy
availability of finance and initiatives from government to boost up agriculture and
agricultural machinery industry.
Below graph shows that, tractor production in India has posted a robust growth from
3.35 lakhs units in FY09 to 7.08 lakh units in FY14 which is a CAGR of 16 percent.

Fig 2.1

Company Wise Tractor Market Share in India

The tractor market in India is clearly dominated by top 6 players like Mahindra &
Mahindra, TAFE, Escorts, International Tractors, John Deere and New Holland India
with around 98 percent of the market share. The rest 2 percent market share is shared
by VST, Force Motors, SAME DEUTZ-FAHR and HMT.

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Fig 2.2

Tractor Domestic and Exports Sales: FY 2012-13 vs. FY 2013-14

Domestic tractor sales for FY13-14 are increased by 20 percent to 6.3 lakh units
against 5.3 lakh units in FY12-13. On the other hand, export sales for FY13-14 are
decreased by 1 percent to 0.627 lakh units against 0.631 lakh units in FY12-13. Below
graphs represents the same.

Fig 2.3

For the financial year 2013-14, domestic sales occupies around 91 percent share of
total tractor production and rest 9 percent production is exported from India. Below
graphs illustrates the same.
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Fig 2.4

Month on Month Tractor production growth over last year same

period
Tractor production in India has shown a strong positive growth on every month over
the last year same period. This continuous improvement in volume makes overall year
production by 22 percent growth.

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Fig 2.5

COMPANY PROFILE
History of the companyKubota
Company Information
Established in 1890, Kubota - taking full advantage of its forward-looking
management policies and by incorporating unique R&D activities - has made constant
efforts to remain on the leading-edge of development and innovation. As a result, it
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currently produces a wide variety of outstanding products ranging from agricultural

equipment, engines, construction machinery, housing supplies, pipes, vending
machines and various environmentally friendly processing facilities. Primarily in the
area of agricultural machinery, it has earned global renown for quality and reliability
that has made it a leading brand in North America, Europe, and Asia. In fact, Kubota
export tractors more than 150 countries throughout the world.

Kubota Corporation
Headquarters: Osaka, Japan
Kubota Corporation of Japan was established in 1890 and has become an international
brand leader with a focus on contributing to society by offering environmentally
compatible equipment designed to improve quality of life. Kubota Corporation has
subsidiaries and affiliates that manufacture and/or market products that are sold in
more than 130 countries.
Kubota was the first agricultural machinery manufacturing company in Japan to
receive the prestigious "Deming Award," for manufacturing excellence. In 1992,
Kubota Corporation received the "Sankei Newspaper Award" as part of the first Global
Environment Awards, recognizing the Companys continuing contribution to
protection of environment.

Kubota Tractor Corporation

Headquarters: Torrance, California, U.S.A.
The Kubota tractor has its roots on the Japanese farm. Although Japanese farms are
traditionally smaller than those in America, the need for high performance and
powerful maneuverability is the same. Kubota Corporation introduced its first tractor
to the United States in 1969. Filling a product void in the American marketplace, the
Kubota 21 horsepower L200 was an overnight success. As a result, Kubota Tractor
Corporation (KTC) was formed in 1972 and the company introduced its first 12 h.p.
four-wheel drive tractor in 1974. Although four-wheel drive was common among
larger American tractors, it was unheard of in the compact sector and became a
benchmark for the industry.
Over the past four decades, KTC has continued to expand its product line, with four
lines of tractors, the BX, B, L and M Series. Kubota has successfully introduced
compact construction equipment, compact track loaders, turf equipment, lawn and
garden equipment, utility vehicles and a variety of Performance-Matched implements
and attachments. KTC is now a leading marketer and distributor of under 120-h.p.
tractors in the United States, offering more than 80 tractor models.
Kubota equipment is sold and serviced in the United States through a nationwide
network of more than 1,100 authorized Kubota dealers supported by the companys
corporate headquarters in Torrance, California and four division offices and
warehouses located in Lodi, California; Fort Worth, Texas; Groveport, Ohio; and
Suwanee, Georgia.

Kubota Credit Corporation, U.S.A.

Headquarters: Torrance, California, U.S.A.
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Beginning in 1982, Kubota customers have been offered a wide range of financing
alternatives through Kubota Credit Corporation, U.S.A. (KCC). It provides
competitive interest rates, equity financing, flexible down payments, monthly and
seasonal payment terms and property damage insurance. Kubota dealers can tailor a
variety of finance and lease programs to meet specific customer requirements and
KCC provides fast, efficient and convenient payment alternatives vital to cash flow
and other purchasing needs.
Through a comprehensive national dealer network, KCC offers personal credit
counseling, excellent service and competitive finance products.

Kubota Manufacturing of America

Headquarters: Gainesville, Georgia, U.S.A.
Kubota Manufacturing of America (KMA) was formed in 1988 as Kubotas North
American manufacturing base. KMA manufactures and assembles Kubota lawn
tractors, zero-turn mowers, sub-compact tractors, utility vehicles, loaders, backhoes
and other implements. The company employs 1200 workers. Two master buildings
offer 616,000 square feet of manufacturing space. Today, approximately one-half of all
Kubota branded equipment sold in the United States is manufactured or assembled at
its 151-acre Gainesville, Georgia facility.

Kubota Industrial Equipment

Headquarters: Jefferson, Georgia, U.S.A.
Kubota Industrial Equipment (KIE) was established in 2004 to expand Kubotas North
American Manufacturing base. KIE manufactures tractor implements including
loaders and backhoes in their 440,000 square foot facility. In early 2012, construction
of a new 460,000 square foot factory was started on KIEs existing 88 acre site. The
new facility will produce compact tractors for the North American market from
January 2013.

Kubota Engine of America

Headquarters: Lincolnshire, Illinois, U.S.A.
Kubota is a leading OEM (original equipment manufacturer) of compact diesel and
gasoline engines for industrial, agricultural, construction and generator applications.
Established in 1999, KEA distributes and markets Kubota-Tough (6 to 99 horsepower),
compact, lightweight, turbocharged options, liquid-cooled, low noise and low

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vibration engines to other top-name manufacturers serving various industrial

equipment sectors.

Kubota Global Identity

SpiritsWork for the development of society by drawing on all of our capabilities
and know-how to offer superior products and technologies.
Build today and open the way to tomorrow, with the aim of
bringing prosperity to the company and happiness to employees.
Challenge the unknown with creativity and courage.
In 1890, Gonshiro Kubota, the founder of KUBOTA started his metal casting business
at the age of 19.
Believing that: "If you try hard, you can get it done" and "Do not be afraid of making
mistakes," he contributed to society with his business. He became the first producer of
iron water pipes in Japan, and later, actualized mechanization of agriculture.
"For the prosperity of society, we need to put all of our efforts into creation."
" Our products should not only be technically excellent, but also useful for the good of
society."
The KUBOTA Group inherits the founder's beliefs and three Spirits, grows together
with its employees, and continues to be a society-friendly and reliable company,
extending its business globally.

Brand Statement

"For Earth, For Life" the KUBOTA Group promises to continue supporting the
prosperous life of humans while protecting the environment of this beautiful earth.

Mission
Food, water and the environment are indispensable for human beings.
The KUBOTA Group continues to support the future of the earth and
humanity
by contributing products that help the abundant and stable production of
food,
help supply and restore reliable water, and help create a comfortable living
environment through its superior products, technologies and services.
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The world has many problems in the areas of food, water and the environment, which
are indispensable for human beings.
Those problems are not separate themes, but linked closely to each other.
The population growth has a great influence on environmental changes, brings
problems to water resources, and leads to the short supply of food.
The KUBOTA Group considers food, water and the environment as a singular theme
and contributes to solve problems in these areas.
KUBOTA GLOBAL LOOP Relations among food, water, and the environment
Food, water and the environment are not separate themes, but linked closely to each
other.

Corporate Data:-

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Corporate Name

KUBOTA Corporation

Head Office

2-47, Shikitsuhigashi 1-chome,

Naniwa-ku, Osaka 556-8601 Japan
TEL. +81-6-6648-2111
FAX. +81-6-6648-3862
MAP

Tokyo Head Office

1-3, Kyobashi, 2-chome,

Chuo-ku, Tokyo 104-8307 Japan
TEL. +81-3-3245-3111
FAX. +81-3-3245-3822
MAP

Board of Directors

President and Representative

Director
Masatoshi Kimata
Representative Director and
Executive Vice President
Toshihiro Kubo

Established

1890

Capital

84 billion (as of March 31, 2014)

Revenues(Consolidated)

1,508.6 billion (Fiscal Year ended

March 31, 2014)

Revenues(Nonconsolidated)

765.3 billion (Fiscal Year ended

March 31, 2014)

Number of employees
(Consolidated)

33,845 (as of March 31, 2014)

The number of full-time employees.

Number of employees
(Non-consolidated)

10,387 (as of March 31, 2014)

The number of full-time employees.

ACHIVEMENTS & AWARDS

Kubota Tractor Corporation Named "Dealers Choice" in 2013 NAEDA

Survey
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Equipment Dealers Across the Country Once Again Give Kubota

High Marks in Dealer-Manufacturer Relations

NAEDA representative Steve Kost presented the 2013 NAEDA Dealers Choice
Award to Kubota Tractor Corporation (KTC) management at a special staff
presentation on Wednesday, April 17, 2013. From left to right: Buck Trawick, KTC
marketing director; Greg Embury, KTC senior vice president, marketing and dealer
development; Steve Kost, executive vice president for Far West Dealers Association
representing NAEDA; and, Todd Stucke, KTC vice president, agriculture and turf
division.
TORRANCE, Calif. - (April 18, 2013) Kubota Tractor Corporation has received the
number one rating and "Dealers Choice Award among Major Tractor Manufacturers,
according to the North American Equipment Dealers Association (NAEDA) 2013
Dealer-Manufacturer Relations Survey.
"Were honored to receive the Dealers Choice Award recognition from
NAEDA and from Kubota dealers across the country, said Greg Embury, sr. vice
president of marketing and dealer development for Kubota Tractor Corporation.
"Awards such as these fall directly in line with the companys top priorities, and we
look forward to working alongside our loyal and valued dealers to grow our business
and respond to the strong customer demand for Kubota tractors.
Nearly 1,000 equipment dealers participated in this years survey, rating the
manufacturer lines they carry on 12 categories. Kubota rated number one among major
tractor manufacturers in overall satisfaction, product quality, product technical
support, parts quality, return privileges, warranty procedures, warranty payments, and
manufacturer response to dealer needs/concerns. In all 12 categories, Kubota scored
above the average rating for all manufacturers. A third-party research firm not
affiliated with NAEDA collected and tabulated the results.

The NAEDA Dealer-Manufacturer Relations Survey was conducted via an

email survey of NAEDA-member dealers in the United States and Canada. The major
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tractor manufacturer category included Kubota, AGCO, Case IH, Case Industrial, John
Deere and New Holland. Scoring 69.15 out of 84 points, Kubota took home top honors
for "Dealers Choice among major tractor manufacturers in this category. A formal
presentation of the award by NAEDA representatives to Kubota Tractor Corporation
management and staff was held at the manufacturers corporate office in Torrance,
Calif. on Wednesday, April 17.
NAEDA congratulates Kubota on its achievements and compliments the
company for placing a high importance on the dealer-manufacturer relationship, said
Joe Dykes, director of member services for NAEDA, and coordinator of this year's
survey. While 2013 marks the first year for the Dealer's Choice awards, Kubota has
scored consistently well from dealer ratings in past NAEDA Dealer Manufacturer
Relations surveys. In 2012, Kubota took top honors in the survey, ranking number
one in ten of 12 categories among major tractor manufacturers.

PRODUCT PROFILE

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Page | 17

This little master A211N NARROW, is a real workhorse with 21HP,

E-TVCS Engine. Now Orchard and Interculture is more easier and profitable.

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Page | 19

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LITERATURE REVIEW
Theoretical background
Promotion is term taken from Latin (Promovere) where it means moving from one end
to another. In marketing, promotion means all those tools that a marketer uses to take
his products from factory to the customer and hence involves advertising, sales
promotion, personal selling and public relations. Communication with prospective and
present customers. It is called as integrated marketing communication.

Integrated Marketing Communication:

IMC is a way of looking at the whole marketing process from view point of customer.
IMC consists of:

Advertising:
Any Paid form of non personal presentation and promotion of ideas, goods, or services
by an identified sponsor.

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Sales Promotion:
A variety of short term incentives to encourage trial or purchase of a product or
service.

Public Relation & Publicity:

Programs designed to promote or protect a company s image or individual products.

Personal Selling:
Face to face interaction with prospective purchaser for the purpose of making
Answering questions, and procuring orders.

Direct and Interactive Marketing:

Use of mail, telephone, fax, e-mail, or internet to communicate directly with or solicit
response or dialogue from specific customer or prospects.

SALES PROMOTION:
In marketing, sales promotion is one of the five aspects of promotion. The other four
parts of the promotional mix are advertising, personal selling, publicity/public
relations, and direct &interactive marketing. Sales promotions are non-personal
promotional efforts that are designed to have an immediate impact on sales. Sales
promotion is media and non-media marketing communications employed for a predetermined, limited time to increase consumer demand, stimulate market demand or
improve product availability.

Examples include:

coupons

discounts and sales

contests

point of purchase displays

rebates

Whereas advertising gives a reason to buy, Sales promotion offers an incentive to buy.
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Sales promotion can be directed at either the customer, own sales staff, or distribution
channel members.
Sales promotions targeted at the consumer are called consumer sales promotions.
For example: Samples, coupons, cash refunds, price offs, prizes etc.
Sales promotions targeted at retailers and wholesalers are called trade sales
Promotions. For example: Prices offs, advertising allowances, and free goods etc.
Sales promotions targeted at company s own sales force are called as sales-force
Promotion. For example: Trade shows, conventions, contests for sales representatives
and specialty advertisements.

PURPOSE OF SALES PROMOTION:

Sales-promotion tools vary in their specific objectives. Though some common
Objectives are:

Stimulate consumer trial

To reward loyal customers

To increase the repurchase rate of occasional buyers

To attract brand switchers

Enables manufacturers to adjust to short term variation in supply and demand

Promote greater consumer price awareness.

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TYPES OF SALES PROMOTION FOR KUBOTA TRACTORS.

The above mentioned theory is a general approach for sales and promotion Now being
more specific the sales promotion techniques or tools for tractors will be discussed
.The most significant sales promotion activities for many industrial marketers are as
follows,

1. Trade show exhibits:

Are basically used to meet potential customers, discover new product applications,
introduce new products, demonstrate non portable equipments, aid and attract new
dealers, and match competitive efforts

2. Letters:
Letters are also a useful sales promotion activity if properly composed and properly
timed. If not, they may have a negative effect. It is probably advisable to place to place
responsibility for promotional letters in a specialized unit, although almost every
division and department of a business usually participates by supplying information to
the unit.

3. Promotional novelties:
The company provides tool kits, hood, weight, etc gives for promotional novelties.

4. Public relations:
Essence of public relations is proper conduct of a firm relationship

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Selling Process:The selling process is an important aspect of ever organization. Sales

operations carried by Kubota tractors in satpuda motors .
Telephonic Enquiry.
Walk in customer.
Sales experience.
Showroom demonstration.
Test drive.
Vehicle delivery.

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CHAPTER 3
OUTLINE OF PROBLEM

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OUTLINE OF PROBLEM
The project was undertaken with a prime objective to understand the practical aspects
of sales promotion activity carried out for the Kubota tractors. This project has some
objectives which are as under.

To study the actual sales promotion techniques carried out by in tractor

manufacturers.

To study the Understanding the actual market scenario for Kubota tractors.

To study the price of the tractor belonging to different categories.

To study the after sales services provided to the existing customers.

To study the views of customers on the newly launched models the company.
To study the impact on sales promotion on Kubota tractor.
To increase sales directly by publicity through media which are complementary

to press and poster advertising.

To study evaluate effectiveness marketing mix promotional strategies adopted
by Satpuda motors.

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CHAPTER 4
RESEARCH METHODOLOGY & DATA ANALYSIS
& INTERPRETATION

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RESEARCH METHODOLOGY
Managers need information in order to introduce products and services that create
value
In the mind of the customer. But the perception of value is subjective one,
With the various subgroups which compose its general public. This requires thorough
study of the way in which the company s operations affects each of these groups and a
comprehensive program for responding in a positive way to each of them.
And what customers value this year may be quite different from what they value next
year. As such, the attributes that create value cannot simply be deduced from common
knowledge. Rather, data must be collected and analyzed. The goal of marketing
research is to provide the facts and direction that managers need to make their more
important marketing decisions. To maximize the benefit of marketing research, those
who use it need to understand the research process and its limitations.
Marketing Research vs. Market Research
These terms often are used interchangeably, but technically there is a difference.
Market research deals specifically with the gathering of information about a market's
size and trends. Marketing research covers a wider range of activities. While it may
involve market research, marketing research is a more general systematic process that
can be applied to a variety of marketing problems.
The Value of Information can be useful, but what determines its real value to the
Organization?
In general, the value of information is determined by:
The ability and willingness to act on the information.
The accuracy of the information.
The level of indecisiveness that would exist without the information.
The amount of variation in the possible results.
The level of risk aversion.
The reaction of competitors to any decision improved by the information.
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The cost of the information in terms of time and money.

The Marketing Research Process

Once the need for marketing research has been established, most
Marketing research projects involve these steps:
1. Define the problem
2. Determine research design
3. Identify data types and sources
4. Design data collection forms and questionnaires
5. Determine sample plan and size
6. Collect the data
7. Analyze and interpret the data
8. Prepare the research report

Problem Definition
The decision problem faced by management must be translated into a market research
problem in the form of questions that define the information that is required to make
the decision and how this information can be obtained. Thus, the decision problem is
translated into a research problem. For example, a decision problem may be whether to
launch a new model. The corresponding research problem might be to assess whether
the market would accept the new product. The objective of the research should be
defined clearly. To ensure that the true decision problem is addressed, it is useful for
the researcher to outline possible scenarios of the research results and then for the
decision maker to formulate plans of action under each scenario.

Research Design
Exploratory research
The research methodology used for this study is exploratory research.
In some cases the research will fall into these categories, but in other cases different
phases of the same research project will fall into different categories. Exploratory
research has the goal of formulating problems more precisely, clarifying concepts,
gathering explanations, gaining insight, a literature search, surveying certain people
about their experiences, focus groups, and case studies.
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Exploratory research can be performed using research study.

How current the data is and whether it applies to time period of interest. errors and
accuracy - whether the data is dependable and can be verified.
Presence of bias in the data. Specifications and methodologies used, including data
collection method, response rate, quality and analysis of the data, sample size and
sampling technique, and questionnaire design. objectives of the original data
collections.
Nature of the data, including definition of variables, units of measure, categories used,
and relationships examined

Data Collection
Data collection is a term used to describe a process of preparing and collecting data for
example as part of a process improvement or similar project. The purpose of data
collection is to obtain information to keep on record, to make decisions about
important issues, to pass information on to others. Primarily, data is collected to
provide information regarding a specific topic. The planning of data collection for
research work is generally developed in early stage of the research for its importance
and impact on the research work. For this research, the data is collected from the
companies through a survey questionnaire.

Primary Data
Primary data was collected through questionnaires and personal interaction
with the customers and also from personal observation.

Secondary Data
Through internal source, internet, magazines, articles, newspapers etc.

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Data collection Tools

1. Follow Questionnaire method
2. Personal Interview with the customers visiting to the companies.
3. Personal observation.

4. Information was collected through both primary and secondary sources.

Sampling Plan
In designing a sampling plan following points where considered:

Choice of research methodologyFor analysis prepared questionnaire on customer perceptions toward

sales promotion strategies of Kubota tractors
Methods of data collectionFor data collection I used INTERVIEW METHOD. I had interview with
the clients of Kubota tractor

Sampling methodConvenience sampling method has been adopted for selecting sample

Target population-Sample frame

Jalgaon and nearby area

Sample sizeThere are 50 respondents.

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DATA ANALYSIS
Analysis of sales promotion activities reports
Sales promotion activity reports are analyzed on the basis of interaction with the
persons Contacted to find how many of them have given a positive response to the
tractor of the company.
1. Are you aware of Kubota tractor Yes or No?
Table no: 4.1

Particular

No of

Percentage

Yes

respondents
35

70%

No

15

30%

Total

50

100%

BRAND AWARENESS

30%

Yes
No
70%

Fig No: 4.1

Analysis - Out of 50 tractor users, 35 users are aware and 15 user
Are not aware
Interpretation: - 70% peoples are aware about the Kubota tractor and 30% peoples
are not aware about Kubota tractor.

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2. Which tractor do you own?

Table no: 4.2
Name of company
Swaraj
Mahindra
Kubota
New Holland
Total

No of Respondents
12
15
11
12
50

Market share in Jalgaon

24%
30%
22%
24%
100%

Sales

24%

24%

swaraj
mahindra
kubota

22%

30%

new holland

Fig No: 4.2

Analysis
In jalgaon city total 4 brand tractor are here, out of 50 respondent
11 users have Kubota tractor.
Interpretation:In jalgaon city 22% peoples own the Kubota tractor

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3.

Do you frequently visit Kubota tractor showroom?

Table - 4.3

Particular

No of

Percentage

Yes

respondents
45

90%

No
Total

5
50

10%
100%

showroom visit
10%
Yes
No
90%

Fig 4.3

Analysis: - out of 50 respondent 45 are visit frequently and 5 are not visited
Interpretation: - most of customer visited frequently.

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4. Reason for your visit?

Table 4.4

Particular

No of

Percentage

respondent
Promotional offers

s
20

40%

Discount offers

20

40%

Range of products

10%

Location of the store

8%

other

2%

Total

50

100%

visit

promotional offer

8% 2%

discount offer

10%
40%

range of product
location of the store
other

40%

Fig - 4.4
Analysis: - out of 50 respondent, 20 are come to visit for promotional
Offers, 20 for discount offer, 5 for range of the product, 4 for location of the store
and 1 are other reason visited.
Page | 36

Interpretation: - most of customer are to store for promotional offers and

Discount Offer.

5. How do you come to know about Kubota tractors?

Table: - 4.5

No of

Percentag

respondent

Advertisement

s
10

20%

Friends and relatives

30

60%

Hoardings/Newspape

10

20%

r
Total

50

100%

Particular

Promotional Activity

20%

20%

advertisement
friends and relatives
hoardings/newspaper

60%

Fig - 4.5
Analysis: - out of 50 respondent, 30 are come to know friends and relatives, 10 for
advertisement, and 10 for Hoardings and newspaper.

Page | 37

Interpretation:- 60% customer are come to know friends and relatives and another
20%, 20% are come to know for advertisement and newspaper/hoardings.

6.

How do you rate the customer schemes of the Kubota tractor?

Table 4.6
Particular

No of

Percentage

respondent
Good

s
30

60%

average

18

36%

poor

4%

Total

50

100%

Rate
4%
good

36%
60%

avarage
poor

Fig 4.6
Analysis: - out of 50 respondent,30 users have good rate to Kubota tractor,18 are
average and 2 are average rate to Kubota tractor.

Page | 38

Interpretation: - 60% customers have good rate to Kubota tractor, 36% have
average rate, and 4% customer have poor rate.

7. Does the Sales Promotion activities of Kubota tractor made you to visit
again?

Table -4.7
Particular

No of

Percentage

Yes

respondents
45

90%

No

10%

Total

50

100%

visit

10%
Yes
No

90%

Fig-4.7
Analysis: - out of 50 respondents, 45 are visit again and 5 are not visited.
Interpretation: - 90% customer are visited and 10% are not visited when Kubota
tactor does sales promotion activity

Page | 39

8. Your overall Experience due to offers and discounts in Kubota tractor?

Table -4.8
Particular

No of

Percentage

respondent
Good

s
40

80%

average

10%

poor

10%

Total

50

100%

Customer Experience
10%
10%

Good
Average
Poor
80%

Fig 4.8
Analysis: - out of 50 respondents, 40 respondents have good experience, 5 are
average experience and 5 are poor experience.

Interpretation:-80% customers have good experience, 10% have average and also
10% have poor experience for purchase Kubota tractor.

Page | 40

9. Rate the Attractiveness of the promotional offer of Kubota tractor?

Table 4.9

Particular

No of

Percentag
e

Very Attractive

respondents
40

80%

Less Attractive

18%

Not at all Attractive

2%

Total

50

100%

Attractiveness of Promotional offer

18%

2%
Very Attractive
Less Attractive
Not at all attractive

80%

Fig 4.9
Analysis: - out of 50 respondent,40 are said offers are very attractive, 9 are said less
attractive and 1 said not at all attractive.

Interpretation: - 80% customer is rate to the attractiveness of promotional offer is

very attractive, 18% are rate to less attractive and 2% are rate to not at all attractive.
Page | 41

10. Rate the quality of product as per the advertisement of Kubota

tractor?

Table 4.10
Particular

No of

Percentag
e

Satisfactory

respondents
45

90%

Average Satisfactory

8%

Dissatisfactory

2%

Total

50

100%

Rate for quality

8% 2%

Satisfactory
Average Satisfactory
DisSatisfactory
90%

Fig 4.10
Analysis:- out 50 respondent ,45 are satisfies,4 are average satisfy and 1 are
dissatisfy for quality of product as per the advertisement of Kubota tractor.

Interpretation:-90% customer is satisfied, 8% is average satisfied and 2% are

dissatisfied for quality of product as per the advertisement of Kubota tractor.

Page | 42

11. What kind of promotional aspect will you prefer?

Table No:-4.11

Particular

Percentag

No of

Respondent
s
Cash discount

30

60%

Free accessories

10

20%

Free servicing

10%

Free spare part

10%

replacing
Total

50

100%

Promotional aspect

Cash discount

10%

Free assesories

10%

Free servicing
20%

60%

Free spare part replacing

Fig No:-4.11

Analysis:-out of 50 respondent ,30 are prefer cash discount, 10 are prefer free
accessories, and 5 are prefer free servicing,5 are prefer free spare part replacing.
Interpretation:The promotional aspect like cash discount, free accessories, free servicing, free
spare part etc want by customers from dealer.

Page | 43

12) Customer overview on various parameters

Table- 4.12
NO

COMPANY NAME

1
Swaraj
2
Mahindra
3
Kubota
4
New Holland

AFTER SALES

NEW

SERVICE

MODELS

After sales service is

New product is

AVERAGE

GOOD

After sales service is

New product is

EXCELLENT

OUTSTANDING

After sales service is

New product is

AVERAGE

GOOD

After sales service is

New product is

OUTSTANDING

OUTSTANDING

Interpretation:Most of the customers are satisfied with newly launched models & after
sales service provided by company.

Page | 44

CHAPTER 5
ACTIVITY CHART

ACTIVITY CHART
Page | 45

Week
Week 1

Target Assigned
To visit all customer who

Target Status
Achieved

Purchase Kubota tractor

successfully

Jalgaon and nearby

Week 2

villages
To visit all customer who

Achieved

Purchase Kubota tractor

successfully

villages
To visit all customer who

Achieved

Purchase Kubota tractor

successfully

villages
To visit all customer who

Achieved

Purchase Kubota tractor

successfully

villages
To visit all customer who

Achieved

Purchase Kubota tractor

successfully

villages
To visit all customer who

Achieved

Purchase Kubota tractor

successfully

Visited 1 village per day

and recorded the response

Visited 1 village per day

and recorded the response

Visited 1 village per day

and recorded the response
on Kubota tractor.

villages
To visit all customer who

Achieved

Purchase Kubota tractor

successfully

Jalgaon and nearby

Week 8

and recorded the response

on Kubota tractor.

Jalgaon and nearby

Week 7

Visited 1 village per day

on Kubota tractor.

Jalgaon and nearby

Week 6

and recorded the response

on Kubota tractor.

Jalgaon and nearby

Week 5

Visited 1 village per day

on Kubota tractor.

Jalgaon and nearby

Week 4

and recorded the response

on Kubota tractor.

Jalgaon and nearby

Week 3

Task Performed
Visited 1 village per day

Visited 1 village per day

and recorded the response
on Kubota tractor.

villages
To visit all customer who

Partially

Visited 1 village per day

Purchase Kubota tractor

Achieved

and recorded the response

Jalgaon and nearby

on Kubota tractor.

villages

Page | 46

CHAPTER 6
KEY LEARNING

KEY LEARNING
I learn a lot of things and a marvellous experience of practical business environment. The
company guided me in the right direction which helped me to understand the
organizational culture, teamwork, targets and the process to achieve them, to handle
Page | 47

pressure, management information system, work flow, information flow and so on. In a
nutshell, I can say that the internship at Kubota tractor helped me to develop greater skills
within myself such as managerial skills, communication skills, interpersonal skills,
employability skills, corporate etiquettes such as marketing etiquettes, office etiquettes,
meeting etiquettes, telephone etiquettes, presentation etiquettes, customer interaction
etiquettes, time management and maintaining a healthy relationship with the company
and its customers.

I understood the Kubota tractor features and quality and its performance in

market.
I understood the companys services and overall companies market in that

jalgaon area.
I understood practical knowledge about sales promotions.
I understood the various advertisements which are use in field.
I understood how to directly interact with the customer in face to face sales

promotion activity.
I understood how to convince to the customer for purchase the products

through the sales promotion.

I understood how to attract to the customer through various sales promotions
activity.

Page | 48

CHAPTER 7
CONTRIBUTION TO THE ORGANIZATION

CONTRIBUTION TO THE ORGNISATION

As I have given my best to the organization and attract to customer the

new customer through sales promotion, and I also contributed in the hike

of sale.
With the help of this project satpuda motors was able to analyze how to maintain
old customer.

With the help of this project they was able to analyze there is a need for improvement
in the sales promotions.

With the help of this project they was able to analyze company should improve the
image of the firm.

Page | 49

With the help of this project they was able to analyze popularize the brand name of the
product.

Page | 50

CHAPTER 8
REFERENCE & APPENDIX, QUESTIONNAIRE
& WEB SITE DETAIL

Reference & Appendix, Questionnaire & web site detail

Marketing Management

-Philip Kotler.

Marketing Management

- Dr. Rajan Saxena.

Research Methodology

- C R Kothari.

Websites:www.kubota.co.in
Page | 51

www.kubota.com
www.google.com
www.wikipedia.com

Questionnaires
1)
2)
3)
4)
5)
6)

Name
:
Age
:
Educational Status :
Address
:
Occupation
: a) Farmer
[]
b) Other
Annual Income
: a) Below 40000
[]
1. b) 41000-80000
[]
2. c) 81000-110000
[]
3. d) 111000 and above
[]
7) Are you aware of Kubota tractors Yes or No?
a. a)Yes
b)No

[]

Page | 52

8) Which tractor do you own?

d)New Holland
a)Swaraj
b)Mahindra
c)Kubota

9) Do you frequently visit Kubota Tractor?

a. Yes
b. No
10) Reason for your visit?
a. Promotional Offers
b. Discount Offers
c. Range of Items
d. Location of the Store
e. Others
11) How do you come to know about Kubota Tractor?
a. Advertisement
b. Friends & Relatives
c. Through Hoardings / Newspaper
12) Rate the Attractiveness of the advertisement of Kubota Tractor?
a. Very Attractive
b. less Attractive
c. Not at All Attractive
13) Rate the quality of item as per the advertisement of Kubota Tractor?
a. Satisfactory
b. Averagely Satisfactory
c. Dissatisfactory
14) Does the Displays and Promotional offers informed in the store attracts
you?
a. Yes
b. No
15) Does the Sales Promotion activities of kubota Tractor made you to visit
again?
Page | 53

a. Yes
b. No
16) Your overall shopping Experience due to offers and discounts in kubota
Tractor?
a. Good
b. Average
c. Poor
17) If yes what kind of promotional aspect will you prefer?
a)Cash discount b) Free accessories c)Free servicing d) Any other

Page | 54