Description
marketing strategies followed by Mahindra to market their vehicles.
RURAL MARKETING
FLOW OF PRESENTATION
• Rural market in India. • Challenges in Rural market. • Mahindra-At a glance. Farm Equipments sector. Automobile sector. Mahindra Agric Business. Mahindra Finance. • Strategies adopted.
Rural Market In India
• “The future lies with those companies who see the rural as their customers.” - C. K. Prahalad.
Challenges in Rural market
• • • • • • • • Dispersed and thinly populated Inadequate infrastructure High distribution cost Credit crisis-seasonal income Lack of product and brand knowledge Low literacy Buying decisions Media for promotions
MAHINDRA –At a glance
• Among the top 10 industrial houses in India • Only Indian company among the top three tractor manufacturers in the world • Market leader in multi-utility vehicles in India • Leading presence in key sectors of Indian economy • Over 62 years of manufacturing experience
Farm Equipment Sector
• No.1 tractor brand • Range of tractors -Bhoomiputra -Shaan -Sarpanch -Arjun Ultra-1 • Domestic market share of FES is around 42% • 680 dealers • Widest service network
Automobile Sector
• Brand image of Mahindra is based on: - Ruggedness - Reliability - Easy maintenance - Operational economy
Mahindra Agric Business
• Mahindra Shubhlabh ServicesEngaged in export of fruits including grapes Contract farming of wheat, maze, sunflower Farm consultancy Equipment rental services • Mahindra Krishi Vihar To bridge the lab-to-land gap in technology transfer Utilise existing tractor dealership network Madurai district in Tamil Nadu
Mahindra Finance
• Lot of liquidity in the hands of farmers • Hiring of local talents
• Advantages -knows local language -well versed with local administration -helping in faster fecilitation of work
• It has tapped 2 lakh villages through 500 branches • It currently drives more than 80% volume from rural markets
Strategies for Rural market
• • • • • Client and location specific promotion Joint or cooperative promotion Unique selling proposition(USP) Business ethics Partnership for sustainability
Thank You.
doc_517392534.pptx
marketing strategies followed by Mahindra to market their vehicles.
RURAL MARKETING
FLOW OF PRESENTATION
• Rural market in India. • Challenges in Rural market. • Mahindra-At a glance. Farm Equipments sector. Automobile sector. Mahindra Agric Business. Mahindra Finance. • Strategies adopted.
Rural Market In India
• “The future lies with those companies who see the rural as their customers.” - C. K. Prahalad.
Challenges in Rural market
• • • • • • • • Dispersed and thinly populated Inadequate infrastructure High distribution cost Credit crisis-seasonal income Lack of product and brand knowledge Low literacy Buying decisions Media for promotions
MAHINDRA –At a glance
• Among the top 10 industrial houses in India • Only Indian company among the top three tractor manufacturers in the world • Market leader in multi-utility vehicles in India • Leading presence in key sectors of Indian economy • Over 62 years of manufacturing experience
Farm Equipment Sector
• No.1 tractor brand • Range of tractors -Bhoomiputra -Shaan -Sarpanch -Arjun Ultra-1 • Domestic market share of FES is around 42% • 680 dealers • Widest service network
Automobile Sector
• Brand image of Mahindra is based on: - Ruggedness - Reliability - Easy maintenance - Operational economy
Mahindra Agric Business
• Mahindra Shubhlabh ServicesEngaged in export of fruits including grapes Contract farming of wheat, maze, sunflower Farm consultancy Equipment rental services • Mahindra Krishi Vihar To bridge the lab-to-land gap in technology transfer Utilise existing tractor dealership network Madurai district in Tamil Nadu
Mahindra Finance
• Lot of liquidity in the hands of farmers • Hiring of local talents
• Advantages -knows local language -well versed with local administration -helping in faster fecilitation of work
• It has tapped 2 lakh villages through 500 branches • It currently drives more than 80% volume from rural markets
Strategies for Rural market
• • • • • Client and location specific promotion Joint or cooperative promotion Unique selling proposition(USP) Business ethics Partnership for sustainability
Thank You.
doc_517392534.pptx