A STUDY ON SALES PENETRATION OF NEW

HOLLAND BRAND IN RAMNAD AND

SIVAGANGAI DIST

KALAIARASI.V
VMM-997
MBA
India is mainly an agricultural country. Tractor is
the essential thing for agriculture. In India, there
are around 13 national players of tractors and
few are regional players.
In India, Tractors And Farm Equipments
(TAFE) Ltd., which having the second place in the
market. TAFE holds the market share of around
22.32% of the total market, whereas the
Mahindra & Mahindra (M&M) is the dominating
person of the tractor industry which having the
market share of around 42.04% in the total
market, while all the other players are come next
to these players.

Indian tractor industry has started the year
strong with robust 31% YoY growth in sales in
Apr-13, followed by healthy volume growth in
May-13 as well (M&M and Escorts has reported
24% and 17% growth YoY respectively). This
volume recovery stands out in a backdrop of ~4%
decline in volumes during Q4FY13, and virtually
flat sales in Q3FY13. Recent buoyancy in tractor
sales is a result of festivals like Gudi Padwa and
Navratra falling in April, instead of March in the
previous year; positive sentiments in farming
community from a near-normal monsoon
forecast for the current year; besides build-up of
channel inventory by some market participants.
Tractors and Farm Equipment Limited (TAFE), a
US $1.6 billion tractor major incorporated in
1960 at Chennai, India, is the third largest tractor
manufacturer in the world and the second largest
in India by volumes, with a 25% market share of
the Indian tractor industry and a sale of
approximately 150,000 tractors (domestic and
international) annually. TAFE's partnership with
AGCO Corporation and the Massey Ferguson
brand for 52 years is an outstanding example of
TAFE's commitment to its values of building
long-term relationships with its stakeholders,
through fair and ethical business practices.

PRIMARY OBJECTIVES
To study the sales penetration of NEW
HOLLAND BRAND in Ramnad and Sivagangai dist.
SECONDARY OBJECTIVES
To find out awareness level of the TAFE brand in
the Ramnad & Sivagangai district.
To identify what kind of need the NEW HOLLAND
customers expect in the TAFE brand
To find out the reason for decline in sales of Tafe
in Ramnad & Sivagangai dist.
To evaluate the satisfaction level of the New
Holland tractor owners.

The study attempts to identify the reach of
TAFE brand which would help the company in
formulating the suitable strategies
The study also identifies the customer
attitudes and preference among the tractors
The study also focus on how to improve the
sales and how to complete our competitors
brand.

1. The respondents were busy with their work
in ploughing therefore they dont have
enough time to response.
2. Some of the respondents give missed to
answer to the questions which may affect the
analysis.
3. Respondents were reluctant to disclose
complete and correct Information.





It is a measure of brand or category popularity. It is
defined as the number of people who buy a specific brand
or a category of goods at least once in a given period,
divided by the size of the relevant market
population.
[1]
Market penetration is one of the four growth
strategies of the Product-Market Growth Matrix as defined
by Ansoff. Market penetration occurs when a company
penetrates a market in which current or similar products
already exist. The best way
]
to achieve this is by gaining
competitors' customers (part of their market share). Other
ways include attracting non-users of your product or
convincing current clients to use more of your
product/service (by advertising, etc.). Ansoff developed
the Product-Market Growth Matrix to help firms recognize
if there was any advantage to entering a market
RESEARCH DESIGN
Descriptive research is used to obtain
information concerning the current status of
the phenomena to describe "what exists" with
respect to variables or conditions in a
situation.
Primary Data:
Primary data were collected from the
farmers by questionnaire. Data was collected
from the respondents of villages
Sriperumbudhur
Sample Size:
The sample size is unknown respondents
who were randomly selected from various
departments. The 100 respondents have been
taken in this research.

Tools of analysis for this study are
1. Frequencies
2. Correlation

By analyzing the data which has been collected from
the customers of the
Competitors brand, the following things have been
found.
The age group of 31-35 people mostly use tractors
for cultivating, forming, and for so many purpose.
All the people having the competitor brand are very
much satisfied with their product about that they
think their product performance is so good and they
think that the pulling capacity is good than any other.
Most of the people are buying the competitor brand
in the Paramakudi area and they are very much
satisfied with their product and they think for that
area competitor brand is the best one.

Company can increase our salesman to the areas
which are having low sales force because in that kind
of area most of the people need the field activity and
some promotional activities. So, we can concentrate
on that part.
Most of the people are not aware about the tractors,
they are buying only because of recommendation of
the opinion leader. So, the company can approach
that opinion leader and convince him to recommend
the tafe product by telling the tafe features.
Dealers are very lack in the sales force, so the
researcher cannot approach all areas and it is not
possible to cover very small villages, so the company
can recruit some more sales person to create
awareness about our tafe brand.

Company can increase our salesman to the areas
which are having low sales force because in that kind
of area most of the people need the field activity and
some promotional activities. So, we can concentrate
on that part.
Most of the people are not aware about the tractors,
they are buying only because of recommendation of
the opinion leader. So, the company can approach
that opinion leader and convince him to recommend
the tafe product by telling the tafe features.
Dealers are very lack in the sales force, so the
researcher cannot approach all areas and it is not
possible to cover very small villages, so the company
can recruit some more sales person to create
awareness about our tafe brand.