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CONTENTS
Chapter 1
INTRODUCTION
Introduction
Objectives of the study
Scope of the study
Methodology
Limitations
Chapter 2
COMPANY PROFILE
Introduction
History of Sonalika group
Mission & vision
Details of top executives
Sonalika group -milestone
Sonalika group units
Chapter 3
PRODUCT PROFILE
Introduction
Types of tractors
Tractors Industry
Spares parts of tractors
Modern market concept
Marketing strategy
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Chapter 4
FIRM PROFILE
Introduction
History
Capital structure
Infrastructure facilities
Marketing strategies of firm
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Chapter 1
INTRODUCTION
Introduction
Methodology
Limitations
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INTRODUCTION
and a set of activities necessary to direct and facilitate the flow of goods
various socio economic and exposure reasons the Indian market was
more of sellers market than the buyers market, due to lack of awareness,
the companies produced and sold what they wanted to sell rather than
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behaviour. Marketing is a process right from the product planning.
player trying to acquire the others market share. Innovation and change
have become the trend in the four wheelers market and also they are
information system.
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Farm tractors has led to large scale production huge plots of land
can be ploughed in short time large crops can be harvested huge amounts
machinery without any loss of time. Output for acre as well as per man
can be increased thereby his financial status will be improved. The cost
his tractor in some others field thereby he can earn money and no scope
through a suitable belt pulley, power take off, or other power outlet to
clearly states that the tractors are playing an important role in the
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Objectives of the study:
this study:
tractors
tractors.
Shivamogga
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Scope of the study:
are used in all parts of the country and this study confined to users of
believed that demand for the tractors in rural and urban area.
And also as the shortage of labour is facing i.e. man power, many
of middle class and higher classes family in the rural area who are
majority of land holders are willing to purchase the tractors for their own
And this report also envisages about the customer buying decision
and influencing factors which act upon them. And finally this project
Methodology:
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sampling procedure data collection, data analysis, writing the report and
follow-up.
Research objectives:
Research design:
taken which answers who, what, when, where, and how questions.
Methods adopted
asked to individuals from their response primary data has been prepared.
Sample size:
sampling technique is about the size of the sample. The sample size is
taken as 50.
Sample design:
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It is simple random sampling, which refers to the sampling
equal chance of being included in the sample. The selection is thus free
from personal bias because the investigator does not exercise his
Collection of data
Both the primary data and secondary data’s have been collected to
Primary data:
of an original study. When the data required for a particular study can be
Questioning and
Observation
Secondary data:
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Like all scientific pursuits, in statistics also the investigator need
not begin from the very beginning; he may use and must take into
account what has already been discovered by others. In the report the
Journals
Showroom broachers
Limitations:
activities will be curtailed owing one or the other factors. I did also
found same of the limitations in my project report. The following are the
limitation in my survey.
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The firm cannot disclose the extra information, which is necessary to
this report.
The study was done for a short period of time, which might not hold
The area is too vast to research and the entire picture may be vary if
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Chapter 2
COMPANY PROFILE
Introduction
History of Sonalika group
Mission & vision
Details of top executives
Sonalika group -milestone
Sonalika group units
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HISTORY OF SONALIKA GROUP
product line includes multi utility vehicles, three wheelers, engines and
them with its value for money products. The Company has a state of art
India, other products include of, Multi utility vehicles, engines and
the few debt free companies. Group has strength of about 2000
production cost and clean and safe environment. Such efforts have
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fetched the company the accreditation like ISO 9001 and ISO 14001.
whole new economic phenomenon that has the power to change the
have been able to create a unique platform for learning through success
trust, quality and commitment has helped the group to carve out a niche
fastest growing tractor company registering growth over growth since its
inception has crossed 1.80 lac merely in 10 years & has attained one of
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Senegal, South Africa, Srilanka, Sudan, Canada, Zambia, Syria, Togo,
VISION STATEMENT
The dream Project of Sonalika group is to cater the agricultural and auto
leadership.
MISSION STATEMENT
CORE VALUES
great lengths to treat each customer like a member of the family and
provide them with the best choice of products and highest quality of
company.
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Yellow surrounding the Sonalika produces a warming effect, arouses
fertility. Black underlining the logo associates with power, elegance, and
formality.
the industry.
Turnover
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The total turnover of the group stands for 3200crore INR. An average
manufacture and earning name and fame over all these year.
1995 Diversification into manufacture of tractor over whelming
network.
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SONALIKA GROUP UNITS
follow:
the manufacture of Tractors and has since then built a distinct position
emission. All this makes ITL one of the top five tractor selling
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including South Africa, Australia, Zimbabwe, Sri Lanka, Canada,
ITL has entered into strategic alliance with YANMAR of Japan for joint
dealer network of 600, and 450 sub dealers. Such a networking has
enabled the company to grow like a well-knit family whose roots lie in
They are also manufacturing tractors, meeting norms of Smoke & Mass
and Tractors Training & Testing Institute, Bundi (MP) India, (the
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Address- International Tractors Limited Jalandhar Road, Hoshiarpur
ICML is a project of its kind and is the ‘Pride of Himachal Pradesh’. The
Pradesh.
other ancillary & small units for meeting the raw material requirements
the state.
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The Company has entered into Technical Collaboration Agreement with
MG Rover of UK, with the technical know – how from MG Rover, UK.
The Company has manufactured MUV with the name of RHINO RX &
month i.e., 24000 MUVs in a year. In the first full year of production in
2006-2007, ICML is aiming to churn out about 5000 MUVs & expects
the domestic market, also has an eye on exports & exports to Malaysia,
The Company is eligible for the Central & State Govt. Tax sops,
exemption from the excise duty & income tax for 10 years, which shall
over the next 2 -3 years in the upcoming ICML plant & ICML has an
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International cars & motors ltd, car plant is located in foothills of
AMB (HP) a tax-free zone. The total area of plant is 93,000 Sq. M. out
cars in a year.
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SONALIKA AGRO INDUSTRIES CORPORATION
Sonalika Agro was established in 1971 to support the Indian farmers
with mechanization technology to facilitate persistence of green
revolution. Sonalika Agro Industries Corporation, the group’s maiden
venture is one of the foremost Farm equipments and implements
manufacturing companies in India with 80% share in threshers alone. Its
product line includes Combine Harvesters, Tractor/Self Driven straw
reapers, Potato Planters, Maize seller –cum-Dehuskers, Seed –Cum-
Fertilizers Drills, various kinds of threshers, etc.; Sonalika Agro is a
pioneer in manufacturing tractors mounted combine harvester, which is
not popular in India, but also in various others countries across the
globe. Today, the company is supporting the farmers with world class
farming equipment to ease the process of making the Green Revolution
II, a dream come true. In the light of the company's mission, highly
qualified and experienced staff is working as a family in the
manufacturing facility at Hoshiarpur (Pb).
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Product and Services of All Group Units
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This company mainly deals with agricultural equipments and
implements. That are helpful to the farmers in agriculture The product
line of the sonalika agro industries corporation is as follow:-
Combine Harvestors
Threshers
Potato Planters
Maize Sheller-cum
Seed-cum-Fertilizer Drills
Straw Reapers
Ploughs
Harrows
Tillers
International Autotrac Finance Limited
This company basically deals with services which are provided to
farmers, salaried for finanace the tractors and other agricultural
equipments and implements. Provide financial assistance to them.
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many of the South Asian countries. Some of the international clients are
as follow:
MG Rover, Power Train, Renault, Yanmar
In domestic market sonalika products are popular in all across the India.
In Punjab, there are 45dealers of sonalika tractors.
There are 70 dealers of International cars and motor products all over the
India.
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engineers on regular basis and around 3000 people work on contract
basis.
Competitors of Sonalika tractors are as Escorts, Eicher, Hmt, Mahindra
and Mahindra, Swaraj/PTL, Tafe/Massey, New Holland ford,
ACHIEVEMENTS
-Company has produced smoke free diesel engine
-Company has increased its production of diesel engines up to 60
engines per day
-International Tractor Limited has a network of network of more
than 1000 dealers
-Computerized tractor plant
-First Indian tractor engine750III conforming to Euro II norms
-Pride of country awarded to Sh L.D MIttal, Chariman.
-Gold medal awarded to Sh. A.S Mittal, Vice Chairman
-Udyog Bhushan awarded to Sh. Deepak Mittal, MD
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DISTRIBUTION NETWORK
Followed by Sonalika:
COMPANY
DEALER OR STOCKIST
CUSTOMER
COMPANY
STOCKYARD
DEALER
CUSTOMER
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ORGANISATION CHART FOLLOWED BY ITL
Chairman
|
Vice-Chairman
|
Managing Director
|
Chief Operating Officer
|
Joint Chief Operating Officer
|
HOD of Every Dept.
|
Managerial Staff
|
Executives
|
Support Staff
|
Workers
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CERTIFICATIONS
A) ISO – 9001
ITL has got ISO-9001 quality system certified by International
Certification Ltd. It is for use when conformance to specified
requirements is to be assured by supplier during several stages which
may include design, development, production, installation & servicing.
Sonalika has arranged collaboration with French Renaults for technical
know-how and marketing. With the help of this collaboration
SONALIKA will develop its own DI-740 Tractor engine which will help
it to reduce its cost.
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B) ISO 14001:2004 Environment Management System
Production:-
ITL has fully integrated and state of the art assembly facilitation for
assembly line over the years have made it possible to manufacture nearly
37000 tractors per Year. Atomization of assembly line not only increased
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Highlights of Assembly Facilitations:
product.
Hydraulic presses
centrifuge filtration
Road testing
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Research & Development:-
Brief of R & D :
Capabilities:
settlement
prototypes
Facilities:
activities
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I-Deas, Solid-Edge & AutoCad is used for 3D & 2D
design activities
Circular test track (mgr) & Roll over protection test rig.
Pto test bed & Endurance test rig for MUV gearbox
under commissioning.
centre.
technology.
started spreading roots in MUV manufacturing with own R&D team and
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Engines are designed with Rotary FIE from BOSCH & (CRDi) Common
Rail Diesel that gives variable geometry turbocharger for superior engine
response .The in house R&D has all supplies required for complete
CAD and FEA is made to design robust parts. While Emission test cell is
stage
Engines & its various components. It can also carry out DFEMA for its
Sonalika group into MUV segment two engines have been developed by
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The engines have been developed using latest technology. One engine
uses Rotary FIE from BOSCH while the other engine is a Common Rail
engine response at all points during engine operation. The in house R&D
has all tools required for complete design of engine from structural parts
Quality Assurance:-
Inspection Phase
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3D Co-ordinate Measuring Machine(CMM)
STANDARD ROOM
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respectively export them to systems (Auto cad, Ideas for modeling
purpose).
SWOT Analysis:-
STRENGTH:-
Human Resource
Research & Development
Physical Resources:- SAP, own IT dept.
Availability of finance
Investors Relationship
WEAKNESS:-
Import of tractor implements
Unsuccessful Rhino car
Lack of advertisement regarding their products
OPPORTUNITIES:-
Unexplored Markets for Exports :-Mexican & Brazilian
markets
THREATS:-
Competitors
Mahindra & Mahindra
New Holland
John Deere
TAFE
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Chapter 3
Product Profile
Introduction
Types of tractors
Tractors Industry
Spares parts of tractors
Modern market concept
Marketing strategy
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PRODUCT HISTORY
Introduction
States in 1890.
Rumely steam powered ration engine running gears. All were shipped to
farm in the northwest due to largely cold weather these tractors never
operated successfully.
HP single cylinder vertical gasoline engine built by ‘Van Dozer’ gas and
are known to have been made to design and build from tractors
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burning engines were being produced. In 1901 ‘Hart and Pan’ built the
first tractors for draw bar rather than belt work. This tractor for which
In 1902 a second and improved model was built and the ‘J.I’ case
In 1905, Hart and Pan established the first factory in United States,
successful oil cooled kerosene and distillate burning tractor. In 1917 the
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burn kerosene other low cost fuels without the use of water introduced
In the same year the company under took the manufacture of the
Ford son tractor, which was the first to employ a cost iron “Unit” frame
that enclosed working parts of the engine transmission gears, and the
warm final drive, with all gears running in oil. This tractor introduce the
wet air cleaner so, that all air was water washed aside from the use of
Types Of Tractors
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These tractors are used to obtain better adhesion or lower ground
These are able to work under many soil conditions both two-
Those in most general use are of the two-wheel drive type too
large driving wheels at the rear and too smaller steering wheels at the
front. Tractors may classify according to the purpose for which they are
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Tractor Industry
crops and increased bank credit have been responsible for the improved
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2. Tractors contribute to non-farm employment for repairs service and
maintenance of tractors.
3. Tractors owners have the large recorded higher outputs from their
of farm products.
Over the past 3 decades the industry has made rapid strides in its
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improving farm productivity. Indian tractor industry is well equipped to
FARMERS CHOICE
transportation of soil from one land to another land with the help of
these reason farmers needs a huge man power resources, but it is not
The JOHN DEERE had helped the farmers by satisfying their needs
and wants in the field of agriculture from last 5 decades. So, the farmers
are fully satisfied with the JOHN DEERE tractor. Farmers are very much
impressed about this tractor and choose this tractor as a one of their
family members.
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SPARES PARTS OF TRACTORS
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Injection pumps governor.
8 speed transmission gear shaft levers and related parts.
Hydraulic lift cover.
Hydraulic cylinder.
Hydraulic shaft and related parts.
Hydraulic systems.
Flow control value assembly.
Hydraulic lift linkage and related parts.
Centre housing and related parts.
Differential lock linkage.
Rare axel differential and related parts.
Steering box assembly.
Fuel feed pump and pan filters.
Electrical systems RH and LH.
Battery and battery supports.
Voltage regulator.
Starting motor, drive and relay assembly.
Side mounted headlamps.
Instrument clusters and related parts.
Deluxe seat assembly.
Steel pan seat and related parts.
Front axel.
Front wheel assembly.
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Standard rear wheels.
Front wheel weight gauge.
Rear wheel weight gauge.
Break and break controls.
Front axel steering and related parts.
Front wheel bearing.
Rear wheel inner bearing.
Wheel bolt and nuts.
Inner and outer front wheel bearing.
Check nut.
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Chapter 4
Firm Profile
INTRODUCTION
HISTORY
CAPITAL STRUCTURE
INFRASTRUCTURE FACILITIES
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INTRODUCTION
implements.
HISTORY
Shimoga bearing to sales, service and spares. Since 1990 the showroom
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First they provides only services then establish firm by name “Sri
through hill” keeping the idea of tractors. Now-a-days tractors are one
Tractors” in Shimoga.
CAPITAL STRUCTURE:
Capital is the life blood of the every business like this the owner of
The profit of the firm is the bases for the further investments and
to shift the office room from the place of service centre to new building.
INFRASTRUCTURIAL FACILITIES:
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For each and every business organization there must be a need of
The firm having its own land area of the distance of one acre. This
Land was situated in the Shimoga. This land is very valuable in the
2. Power:-
The electricity power plays an important role in this firm for the
smooth flow of machinery work. The firm is fully equipped with the
machinery in the service centre i.e. in the tractor garage section. But in
the office section also the power is very important for the computers
work. All the office work is done through the computer like sales entries
3. Machinery:-
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The firm is well equipped with machinery and hand tools. These
tools are used in service section where the tractors are repaired,
possible in any organization like this firm also that facilities acquired.
The almost of all the work in the showroom are gone through
down they take rapid action and call experts of that machine to repair
it. As soon as possible they can give quick service to the customers.
4. Transportation:-
free home delivery. The delivery is made on the exact time as ordered
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5. Man power:-
The firm has sufficient managerial staff and mechanics. There are
the workshops. This firm had a sufficient man power resources; it helps
to the firm for the smooth flow of the working condition. The working
hours lasts from 9AM to 1PM and afternoon that 2PM to 8PM.
SOCIAL SERVICES:-
Business is not only the aim of the firm, but also they are giving
service activities.
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This firm is supporting donor and actively participating in the
following services:-
Pulse polio.
Government minimum education.
Emission and pollution scheme.
this showroom to attract the customers they are giving some benefits to
bank loan.
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4. They are giving some additional accessories in the free of cost at the
Ex:-
b. Robber rod.
5. Apart from the warranty given by the company this firm is providing
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Chapter 5
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DATA ANAYSIS AND INTERPRETATION
and graphs.
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TABLE 4.1: Brand owned by the targeted consumers of tractors
Brand percentage
Sonalika 6
Escort 30
Mahindra & Mahindra 28
Tafe 20
Swaraj 14
John deere 2
Total 100
FIGURE -4.1
INTERPRETATION
From our research on the tractor users we find that mostly people owned
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%
84 6 10
FIGURE 4.2
INTERPRETATION
using tractors for agricultural purposes and some of the users using
tractor as loading and unloading of sands, bricks etc like thing and some
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TABLE -4.3: MAIN COSIDERATION WHILE PURCHASING
TRACTORS
Consideration Percentage
Price 4
Performance 90
Quality 0
Brand image 6
Total 100%
FIGURE – 4.3
INTERPRETATION
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TABLE 4.4: HORSE POWER OF TRACTORS
FIGURE 4.4
INTERPRETATION
Generally people uses the tractors between 40-50 horse power range due
about 32% respondents uses more than these limits but about 40% using
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Cost Percentage
2-4 lacs 28
4.6lacs 64
>6 lacs 8
FIGURE 4.5
INTERPRETATION
respondents using 2 to 4 lacs range tractors. Very few from our sample
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Total 100 %
FIGURE 4.6
INTERPRETATION
Almost all the respondents are aware of the Sonalika tractors. They
know about the brand of these tractors they basically like DI 740 III.
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TABLE 4.7 : SOURCE OF INFORMATION ABOUT SONALIKA
TRACTORS
Source of information Percentage
Newspaper 0
Television 4
Displays 42
Social network 32
Dealers 22
FIGURE 4.7
INTERPRTATION
The respondents basically know from the displays and their social
network like relatives and friends. Respondents are less aware about the
ads in newspapers.
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TABLE 4.8 : FACTOR OF DISTINCTION AT THE TIME OF THE
FIGURE 4.8
INTERPRETATION
Basically the respondents like the engine performance at the time of the
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TABLE 4.9: BRAND PREFERANCES BY THE RESPONDENTS
PREFERENCE Percentage
Good 24
Excellent 40
Bad 20
Satisfied 2
FIGURE 4.9
INTERPRETATION
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TABLE 4.10: SATISFACTION LEVEL OF THE TRACTOR USERS WITH THEIR PRESENT
TRACTORS
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SPECIFICATION %age
GEAR SYSTEM 14
ENGINE EFFI. 26
ACESSORIES 16
HYDRAULICS LIFTMENT 10
MILEAGE 34
TABLE 4.11
FUTHER EXPECTATION IN NEW TRACTOR’S MODEL
FIGURE 4.11
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INTERPRETATION
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Chapter 6
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SUGGESTIONS
Product awareness:
all the farmers contacted are aware of sonalika tractors and their features
Here opinion leaders can play a vital role. Opinion leader is a person
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Spare parts must be easily available for different models of
tractors
dealers
CONCLUSION
Sonalika has various advantages over its competitors such as low initial
cost, low fuel consumption, high speed, low maintenance cost, & easy
availability
As tractor is meant for pulling load, sonalika has all these qualities to
pull maximum load due to high backup torque. People prefer farmtrac /
ford tractors as per our research study and people like engine
regarding this and make some hording on roads to attract tractor users
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Respondents are basically from village sides so they are not affected by
the newspapers, because in their daily life they never spent time on
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QUESTIONNAIRE
Dear sir/madam,
Thanking you
You’re faithfully
Kiran S.C
1. Name :
2. Address :
a) Sonalika
b) Escorts
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d) Tafe
e) Swaraj
f) John Deere
g) Others …………………………….
a) Agriculture
b) Industrial purpose
c) Loading Unloading
a) Price
b) Performance
c) Quality
d) Brand Image
f) Mileage
g) HP
Mention………………
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a) 2-4lac
b) 4-6lac
a) Yes b) No
10.If yes, How did you come to know about Sonalika tractors?
a) Newspapers
b) Television
c) Displays
d) Friends/Relatives
e) Dealers
11.Is after sale service of this product is easily available to you in near
market?
a) Yes b) No
12. Are you satisfied with after sale service provide by company?
a) Yes b) No
13.From which factor you feel that this company’s tractor is different
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a) Price
b) Promotional schemes
c) Engine performance
d) Technical advancement
e) Any other specifies ………..
14.Rate your preferences among the different brands of tractors?
a) good
b) excellent
c) satisfied
d) bad
15.How has been the performance of your tractor?
a) Excellent
b) Satisfactory
c) Good
d) Poor
Signature
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BIBLIOGRAPHY
1. WWW.SONALIKA.COM
3. SONALIKA LIBRARY
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