Budget Tractors from Sonalika Tractor Company

Sonalika Tractor Company is India's largest tractor producer and top tractor exporter. Sonalika is a significant tractor company with a global presence in over 130 countries, and its World No. 1 Integrated Tractor Manufacturing Plant in Hoshiarpur, Punjab, enables it to satisfy global Agri mechanization demands.

Evolution of Sonalika Tractors:
Sonalika began manufacturing farm equipment in 1969, and in 1995, they expanded into tractor manufacture. During this period, Sonalika's partnership with Yanmar of Japan serves as a critical choice for the company's growth in a production system. Sonalika emerged as the third-largest participant in the tractor business in 2014, with sales of 50000 tractors the previous year. The path of building landmarks continues, and in 2017, they established the World No.1 integrated tractor factory with a capacity of 3 lakh, as well as additional R&D facilities. At present Sonalika has more than 11 lakh farmers globally and for India, they launched India’s First Field Ready Electric Tractor; Tiger Electric.

World No.1 Integrated Tractor Manufacturing Plant:
The Sonalika plant spans many acres and houses 10 distinct production divisions that produce the Sonalika heavy-duty tractor series. The highly professional and capable staff, with their core being the most effective, is responsible for the excellent production quality. As a result, the manufacturing plant provides a complete "Total Customer Satisfaction" solution.

Sonalika has world-class production facilities for transmission gears, shafts, and assemblies used in automobiles and tractors. The plant stocks Main Shafts, Lay Shafts, Input Shafts, Synchromesh Gears, Gears with Dog Teeth, Shifter Sleeves, Synchro Hubs, and Cones.

Sonalika's ultra-modern R&D facilities are also capable of designing, developing, and testing components, and are equipped with designing and analytic facilities; as a result, the R&D setup has been recognized by the Ministry of Science and Technology, Department of Scientific and Industrial Research of the Government of India. In addition, Sonalika tractor has received several awards and recognitions, including the Global Agriculture Leadership Award and the Innovative Leadership Award.

The rollout of 1 tractor every 2 minutes:
To assure the rollout of one tractor every two minutes, Sonalika has constructed a sophisticated robotic paint facility with six robots operating on an automated line, using the finest corrosion-resistant industrial paint. Their tractor assembly process has a capacity of 3 lac tractors per year with a roll-out time of fewer than two minutes. Tractors, Gears, Shafts, and other key components are manufactured in-house at the facility, which includes in-house facilities for making transmission hydraulic components and engines. In addition, once the tractor is released, it must pass a series of tests before reaching the final user. 

Growth Driving factors:
Sonalika tractors company's ability to provide budget tractors with tailor-made farm mechanization solutions helps them to find out new ways for market penetrations. As they keep practicing new ideas to come with solutions that are needed for an hour, it will ensure to stay ahead of the competition. By understanding farmers' behavior towards the adoption of technology and their need, Sonalika tractor company bringing growth for them. All these playing a vital role in driving growth for Sonalika tractor company as a result it has 10% of the market share for FY’21.

Market leader strategies of Sonalika Company

1. The company advertises tractors intending to create demand of the product in the minds of farmers and to increase reach company use the various medium of advertisement such as television, radio, banners, wall paintings, newspaper, magazines, etc.
2. When the new model of the tractor is launch, the company demonstrates the new launch to farmers, dealers through exhibitions and village fairs by providing test drives.
3. As the part of promotional activity, the company provides free coupons for the free service of tractors which ensures the retention of farmers towards a brand.
4. To educate and aware customers about handling the available product range, once or twice a year company arranges free check campaigns.
5. Ground staff plays important role in the whole distribution network; thus, the company provides the proper training for creating customer delights.

First Electric Tractor:
Sonalika Tractor has introduced India's first field electric tractor, Tiger Electric, which is equipped with the latest technology and was designed in Europe and developed in-house with proven combines to deliver smooth power as well as emissions-free, noiseless cultivation in India and around the world, according to the company. The Sonalika Tiger Electric tractor is fuelled by a state-of-the-art IP67 compliant 25.5 kW natural cooling compact battery that ensures 1/4th the expense of operating a diesel tractor. In addition, the Tiger Electric tractor's high-quality battery can be charged up in 10 hours using a standard home charging connection, reducing the hassle of repeated trips to the gas station. Tiger Electric's energy-efficient Etrac motor provides excellent power density and peak torque with no RPM drop for enhanced efficiency. The German-designed motor provides 100 percent torque capability at all times, allowing the tractor to pick up loads quickly in any situation.

4P’s of Marketing:

Product:
Sonalika offers a heavy-duty tractor range (20-120HP). Its products are categories into two segments: - Tractors, and Agriculture equipment. The newly launched electric tractor may emerge as a new product category. Also, the products are customized as per the needs of farmers and equipped with high-power engines to carried out high-intensity work.

Price:
Sonalika tractors popularly known for their budget-friendly pricing with tailor-made farm mechanization solutions helps them to find out new ways for market penetrations.

Place:
As earlier mention, Sonalika is a major tractor business with a presence in more than 130 countries, and its World No. 1 Integrated Tractor Manufacturing Plant in Hoshiarpur, Punjab, allows it to meet worldwide Agri mechanization demands. Their widespread network across India helps them to make easy availability of tractors at any location.

Promotion:
Sonalika performs a promotional activity that includes providing free coupons for the free service of tractors which ensures the retention of farmers towards a brand. Also, Sonalika gets engaged to educate and aware customers about handling the available product range through free check camps.

SWOT Analysis

 Conclusion:
The choice of tractors is generally influenced by engine performance and after-sale service and Sonalika tractor company has a competitive advantage over its competitors, as it has budget-friendly tractors with a low maintenance cost, high performance, high load pulling capacity, and a wide distribution network for easy availability and also, the company needs to implements awareness strategies more focus on hoardings rather than newspaper advertisements. All these ensure the future growth of Sonalika tractors as it has the unique feature for the strong positioning of the tractor brand.