Mahindra - Tractors

The company follows a similar approach when it comes to selling in markets like Indonesia, Hong Kong Thailand and the matching likes but the approach towards marketing its products is certainly different in developed markets like the US. However, the Indian consumer is maturing with time and with rural boom in sectors like telecom, transportation, , the rural consumer is getting more urbanised by the day. “As the consumer is evolving, we are ready with something like a Mahindra Kisan Mitra, a website developed for the farmer that not only educates him about the Mahindra products but also gives information on various crops, mandi prices et al,” points out Goyle. In fact, the company has also started an initiative wherein it is planning to turn its dealerships across the country into farming advice centres with an aim to strengthen its brand in the farming community and boost tractor sales. Tagged as the Mahindra Samriddhi Centres, the dealers have set up small farms to demonstrate the best farming techniques to the farmer. Notably, there are 80 such centres present currently and the company plans to take this number to 250 by the end of this year. Clearly, BTL activities have been an integral part of Mahindra’s strategy and as a good monsoon is expected to hit the Indian turf this year, experts are of a view that it will boost the sales of the company this fiscal. Moreover, while the company hasn’t given out is sales targets for the fiscal but factors like easier availability of finance is working in its favour.

Pawan Chabra

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Source : IIPM Editorial, 2010.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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