CONTENTS

CHAPTERS PAGE

NO.

ABSTRACT

RESEARCH METHODOLOGY

1. CHAPTER-1

1-11

A. INTRODUCTION 2

2. CHAPTER-2

12-14

a. ORGANIZATIONAL STRUCTURE

13

3. CHAPTER-3

15-22

A. PRODUCT RANGES

14

4. CHAPTER-4

23-25

A. PLANT LOCATIONS

22

5. CHAPTER-5

26-40

A. MARKET SHARE 25
6. CHAPTER-6

41-56

A. MARKETING STRATEGIES

40

7. CHAPTER-7

57-65

A. COMPITION IN MARKET

56

8. CHAPTER -8
66-84

A. DATA ANALYSIS 67

9. CHAPTER 9
85-86

A. SUGGESTIONS

86

10. CHAPTER 10
87-88

A. LIMITATIONS
88

11. CHAPTER 11
89-90

A. CONCLUSION
90

12. BIBLIOGRAPHY

91-92
 MAIN CONTENT LIST

CHAPTERS PAGE

NO.

ABSTRACTS

RESEARCH METHODOLOGY

1. CHAPTER-1

1-11

1.1 INDIAN TRACTOR MARKET

1.2 COMPANY PROFILE

2. CHAPTER-2

12-14

2.1 ORGANISATION CHART FOLLOWED BY ITL

13

2.2 DISTRIBUTION NETWORK 14

3. CHAPTER-3

15-22

3.1 PRODUCTS OF SONALIKA

16

4. CHAPTER-4

23-25
 4.1 HEAD OFFICE

24

4.2 MARKETING OFFICE (DOMESTIC)

24

4.3 CORPORATE OFFICE

25

5. CHAPTER-5

26-40

5.1 MARKET SHARE OF SONALIKA TRACTOR

27

5.2 MARKETING ANALYSIS

32

6. CHAPTER-6

41-56

6.1 MARKETING STRATEGIES

42

6.2 BRANDING

47

6.3 PACKAGING AND LABELING

50

7. CHAPTER-7

57-65
 7.1 MAJOR PLAYERS IN INDIAN TRACTOR MARKET

58

7.2 MAJOR PLAYERS IN TRACTOR MANUFACTURING

60

8. CHAPTER -8
66-84

8.1 ANALAYSIS AND INTERPRETATION

67

9. CHAPTER 9
85-86

9.1 SUGGESTIONS

86

9.2 PRODUCT AWARENESS

86

10. CHAPTER 10
87-88

10.1 LIMITATIONS 88

11. CHAPTER 11
89-90

11.1 CONCLUSION 90

12. BIBLIOGRAPHY

91-92
 ABSTRACT

The tractor industry in India has developed over the years to become one of

the largest tractor markets in the world. From just about 50,000 units in early

eighties the size of tractor market in the country has grown up to over

400,000 units. Today industry comprises of 19 players, including 3 MNCs. The

opportunities still are huge considering the low farm mechanization levels in

the country, when compared to other developed economies across the world.

After a downturn during last 3-4 years, the industry is back on a growth path,

which we believe would sustain in coming years as well. Key concern for the

industry is its dependence on Agricultural income in hands of farmers and

the state of monsoon. Today there are as many as 19 players operating into

tractor manufacturing activity in the country. However, about 97 per cent of

market is shared among the top 6 players only.

Sonalika is the one of the top 3 tractor manufacturing companies in India,

other products include of, Multi utility vehicles, engines and various farm

equipments. Today the group stands tall with an approximate turnover of

5000 Crore INR. An average growth of 30% makes it one of the fastest

growing corporate in India. It is also one of the few debt free companies.

Group has strength of about 2000 employee technocrats. The company

works on the maxims of low production cost and clean and safe environment.

Such efforts have fetched the company the accreditation like ISO 9001 and

ISO 14001. History reveals that innovation is the key to continued progress
and when applied to technology that touches human life, it can unfold a

whole new economic phenomenon that has the power to change the world.

With unique initiatives like the Thought leadership Forum, Leadership Forum,

we have been able to create a unique platform for learning through success

stories of industry leaders. The success saga of Sonalika Group a business

conglomerate having prime interest in agricultural & auto machinery goes

back to nearly 5 decades. The corporate philosophy embedded in trust,

quality and commitment has helped the group to carve out a niche for itself

in the highly competitive world of Machinery. Sonalika is the fastest growing

tractor company registering growth over growth since its inception has

crossed 1.80 lac merely in 10 years & has attained one of the position in top

three in India.
 RESEARCH METHODOLOGY

Research methods are all those methods/techniques that are used for

conducting to the researchers use in performing research. Here more

emphasis is made on collection of the data directly through the customers

with directly interacting with them.

OBJECTIVES OF THE STUDY: -

Considering the importance of the study, the following main objectives have

been drawn out.

1. To study and understand the profile of JK TYRES and various activities in

the company

a. The study made with special reference to PRODUCT MIX

b. To know the reaction of the consumers towards the Brand

c. To offer suggestions for major findings

SCOPE OF THE STUDY: -

Scope of the study extends to discover dealers reaction to the products

performance and physical characteristics, of J K TYRES.

Perform various marketing activities, how the product is perceived as

compared to its competitors performance with respect to quality, advertising

and company good will.

METHODOLOGY ADOPTED: -

The chief criteria for the validity of any research study lies in the

methodology an esquire would prove a failure if it were not done along

certain methodical lines.

PRIMARY DATA: -

Primary data was collected through structured questionnaires, which were

given to variety of respondents and personal discussion.

SECONDARY DATA: -

Secondary data was collected through company manuals, study materials

and survey reports.

SAMPLING: -

Random sampling: -

It is based on theory of probability. It provides known zero change for

selection of each population element. Under this sampling design every item

of the universe has an equal chance of inclusion in the sample. It is so to say

a lottery method in which individual units are picked up from the whole

group, not deliberately but by some mechanical process.

Sample Unit:

In this study the respondents are from Bareilly City.

Sample Size:

Sample size has taken 50 respondents.