How technology enthusiast IIFT student Ashwani Pasricha dug farmers’ insights for marketing analytics
How your internship experience helps you to explore something from scratch? How important field visits in your internship becomes a life-time guiding experience for you? How do you best utilize an internship opportunity to understand the application of MBA theories?
In this special series of ‘Internship Experience’ of B-school students, Careers360 brings insightful experiences and success strategies from MBA students, who did not only execute their assignment successfully, but also impressed colleagues and the company with their professional approach and keenness to learn.
Ashwani Pasricha, a student of IIFT Delhi shares his internship experiences at Mahindra & Mahindra (Farm & equipment sector) here. Prior to joining IIFT, Ashwani has worked with Tata Consultancy as a Software Engineer for about 2.5 years.
A technology enthusiast, Ashwani who aims at implementing technologies of big data, cloud computing, got an opportunity to explore market for product category that is mostly targeted to farmers. In this interview he describes his exciting field experiences during his project execution and also shares how he was touched by friendliness and “Atithi Devo Bhav” attitude of farmers while interacting with them.
Careers360: Where did you do your summer internship and what was the size of the company?
Ashwani Pasricha: I did my summer internship in Mahindra & Mahindra (Farm & equipment sector), which is a $16 billion conglomerate with the presence in sector ranging from farm equipment to the Aerospace industry. I did my internship in Mahindra tractor division for Mahindra Swaraj in UP west area.
Careers360: What project did you work on? What was the timeline for execution of different stages of the project?
Ashwani Pasricha: I worked for Mahindra Swaraj division in UP west area, primarily Meerut and Muzaffarnagar. My project was to analyze factors that affect the sale of tractor in this area and then to formulate strategy to re-establish Swaraj brand in those areas. The whole project was divided into 3 parts, including a market visit to Meerut, Muzaffarnagar and analysis, cross verification and recommendation based on survey data.
Initially, a week was devoted to questionnaire design, test runs and analysis of the data collected to reduce the gap between actual and expected outcome.
Careers360: Please share your project summary.
Ashwani Pasricha: After the acquisition of Swaraj tractor from Punjab tractor limited, Mahindra kept it as a separate brand from Mahindra & Mahindra tractors. Swaraj has a stronghold in Punjab and M&M in other regions. My project was to study the market dynamics in UP west area to re-establish Swaraj as a brand.
After initial briefing and guidance by marketing teams in that region, I was expected to go to Meerut and Muzaffarnagar and do perception analysis of the decision makers i.e. dealers, mechanics and farmers. Based on this survey, I had to find factors that affected the sales of tractors. Later, with the help of marketing team, we chalked out a strategy to re-establish Swaraj brand keeping in mind the factors.
Careers360: How did you execute the project of Mahindra Swaraj in the allocated division?
Ashwani Pasricha: The project began with the analysis of tractor markets at macro level and then specific to the target area. Extensive efforts were put on questionnaire design, test run on Mahindra Swaraj’s salespersons and the results were discussed with marketing team to reduce the gap between actual and expected outcome.
After a 4 week stint of market research in the target area, i.e. Meerut and Muzaffarnagar, analysis was done on the collected data. Based on the discussion, feedback from the marketing team and surveyed data, I started working on the strategy for the overall objective. Two different reports were presented to the management, one based on the industry analysis and macro-level factors and other based on the actual surveyed data and micro-level factors.
Careers360: What were the key challenges that you faced while doing your internship?
Ashwani Pasricha: Since my task required a survey of dealers, mechanics, and farmers, i.e. decision makers of tractor sales, finding farmers in Kharif season in a market like Meerut, where the main cultivated crop is Sugarcane and Rice (Both Kharif crops), was very difficult as most of the farmers were in their field sowing the crops. Though, it contained some extra efforts to complete surveys in this style, friendliness and “Atithi Devo Bhav” attitude of farmers scored above everything.
Careers360: What were your key learnings while doing the project and overall learning after completion of your internship?
Ashwani Pasricha: One of the major learning from this internship was understanding the requirements and perception of people. They’re not much interested in traditional models like Porter’s five forces or BCG matrix. The only concerns are the survey findings, data analysis, customer’s conversations and insights.
Also, though extensive research and test runs were conducted along with questionnaire designing, actual learning was done on the field. The main focus was first on questionnaire design and then on analysis of the gathered data. Before analysis, there was a proof reading session of the gathered data by comparing it with the historical data and then moving forward to the analysis.
Careers360: How did your corporate mentor at internship help you execute the project?
Ashwani Pasricha: My mentor had rich experience in Farm & Equipment sector since he was working in this field for the last 20 years. As the project was very crucial, he shared his insights, experience and expected great results from me.
Because of the peak Kharif season, there were days when the number of responses gathered was below expectation, but my mentor motivated me, gave me quick tips and helped me in achieving my targets.
Careers360: How was your interaction with other employees during your internship period?
Ashwani Pasricha: The whole marketing team, involved in this project were always available on-call. To get proper insights, I also analysed the strategy of other areas where Mahindra Swaraj is already established. For that, it was required to talk to the marketing team of other areas who were corporative and shared their insights, data and various reports of their area. In my entire internship period there was not a moment when I wanted a support and was not given.
Careers360: Share a memorable incident from your internship days.
Ashwani Pasricha: During my market research, I visited one of the competitors of Mahindra Swaraj. I was surprised to find out their hospitality for their customers. The kind of amenities for farmers and the customer support provided was impeccable.
It was very surprising to know that how much money is spent on the promotional activities and how competitive this market is. The potential of Farming sector in India can clearly be seen by the entry of foreign players like John Deere etc.
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Questions related to Indian Institute of Foreign Trade, Delhi
IS IIFT REGISTRATION STARTS? & which website we can register?
NO, IIFT registration is not yet started for 2021 admission . The official date still not released yet. The application will on the offical website of IIFT . The application form is filled by online mode and fee is around 2000 INR for the general and OBC and 1000 INR for the SC/ST.
what are courses available in iift
The following courses available in iift-indian institte of foreign trade:
1.MBA in IB(weekend) ------- fee for course:7,60,000 for gen and obc
2.MBA in IB(full time) -------- fee for fourse:7,60,000 for gen and obc
3.EPGDIB-internantional finance,marketing,business ------fee:5,10,000
4.MA in economics-trade and finance -------fee :3,60,000
5.certificate course-CPGTLO,CPEM,CPCFM ----fee:75k
6.PhD in economics and manegment mphil degree is required with good percent
hope this helps,
How good is the IIFT EPGDIBS program that they deliver through Hughes? is it as good as their on campus executive program?
Hughes Global Education is the pioneer in providing the ‘Interactive Online Learning Platform’ for the working professionals to pursue an executive MBA/PGDM.
The programs are provided by the top notch B-schools viz. IIM Calcutta, IIM Kozhikode, IIM Rohtak , IIFT New Delhi and XLRI Jamshedpur . The best faculties in the country take live lectures imparting knowledge that is exclusive with specializations across various streams like General Management, Sales & Marketing, Human Resource, Project Management, Finance, International Trade etc.
They offer both offline and online Executive Post Graduate Certificate Courses to all working professionals to keep pace with their careers. Hughes brings together the best career-oriented management programmes from the top B-Schools in India with top-notch faculties and state-of-the-art technology to create an unbeatable combination to deliver the best results in the programmes.
- The EPGDIB programme of IIFT is very good for the acquisition of knowledge in various aspects of international business, but there is no campus placement for EPGDIB students.
- The EPGDIB programme does not provide any placement or help with anything.
You can take this this program to enhance your skills but don't depend or expect Placements opportunities. You can definitely opt this course if you want to learn and gain knowledge regarding International business management and develop skills in finance, marketing, and many more.
can I upload NC obc certificate in hindi for iift? or is there any other format required ?
Yes you can definitely upload in Hindi Language however your caste details should be specifically mention all details of caste and be made from any gazetted officer or any legal person
Before filling the application form, applicants must keep the following documents and information ready with them before they begin to fill the IIFT 2021 application form.
Scanned copy of passport size photograph (Black and white, in clear contrast)
Scanned copy of signature
Scanned copy of category certificate
Two copies of academic mark sheets or certificates of 10th, 12th and Graduation.
Copy of undertaking regarding the candidates who have not appeared for any other MBA entrance exam such as CAT, XAT or any (Only for NRI candidates)
Copy of official entries on passport pages
Two letters of recommendation.
For more information regarding registration check https://bschool.careers360.com/articles/iift-registration
HOPE THIS HELPS!!
why iift has not released exam notification for 2021 ?
National Testing Agency will release the important dates for IIFT 2021 anytime soon. IIFT 2021 important dates will specify the complete schedule for the Indian Institute of Foreign Trade entrance test for MBA programs. The IIFT important dates 2021 also prescribe the start and end date to submit the online application form. As per the tentative IIFT schedule, the entrance test will be conducted in the first week of December 2020 in Computer Based Mode (CBT) . The National Testing Agency (NTA) will start the IIFT 2021 registration anytime soon. Those who aim to take admission in Master’s of Business Administration (MBA) program can apply for IIFT on or before the first week of November 2020. Meanwhile, the conducting body will also provide the “Image correction window” which will be notified. IIFT 2021 application form has to be filled via online mode only. While filling IIFT online application form, candidates need to pay the amount of application fee of Rs 2000 (for General/ OBC category candidates) and Rs 1000 for reserved category candidates (SC/ ST/ PH). Before filling the form for IIFT 2021 registration, candidates should check the eligibility criteria of IIFT . Read the full article to know all the details related to IIFT registration 2021 such as it’s detailed eligibility criteria, required documents to be uploaded, application fee, steps to fill the IIFT 2021 application form etc.