write a case study of the situation Indian tractor manufacturer Mahindra & Mahindra synchronized… 1 answer below »

write a case study of the situation Indian tractor manufacturer Mahindra & Mahindra synchronized the launch of its farming equipment initiative with the sowing/harvesting season to get farmers’ attention. India is home to a large farming community that lacks the resources to own tractors and other modern farm equipment machinery; poor famers had to borrow machinery from their wealthier counterparts. Mahindra & Mahindra decided to put an end to this practice and launched a first-of-its-kind tractor-aggregator service, called ‘Trringo’ (Ring up a tractor and go!) and educated farmers on the benefits of farm mechanisation before unveiling Trringo’s services by placing articles in agricultural magazines read by the rural population. The media outreach programme across a number of Indian states led to a high demand for Trringo services: over 12,000 farmers rented the tractors, clocking more than 18,200 hours of field work.

 
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