ENDEAVOUR BRAND OF FORD

8/14/2019 ENDEAVOUR BRAND OF FORD

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A

COMPARATIVE STUDY OF ENDEAVOUR BRAND OF FORD WITH

THE OTHER SUVS WITH REGARD TO FEATURES AND

PERFORMANCE

SUBMITED FOR THE APPROVAL FOR COUDUCT OF

FIELDRESEARCH PROJECT FOR PARTIAL FULLFILLMENT OF

THE MASTER OF BUSINESS ADMINISTRATION DEGREE FROM

UTTER PRADESH TECHNICAL UNIVERSITY

UNDER KIND GUIDANCE OF : SUBMITTED BY:

MR.ANIL CHAUHAN SUGANDH KR. UPADHYAY

MBA IV SEM.

ROLL. NO.0701670103

SUBMITTED BY:

RAKSHPAL BAHADUR MANAGEMENT INSTIUTE

BAREILLY


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ACKNOWLEDGMENT

PREFACE


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Contents


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INTRODUCTION

Indian Automobile Industry


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A History of the Ford Motor Co.

MAJOR COMPTITORS OF FORD ENDEAVOUR

1-Mahindra Scorpio

2-Mitsubishi Pajero

Mahindra Scorpio major features

Striking features

Model variants


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Colour variants

Technical Specifications of Mahindra Scorpio

Dimensions & Weights

Engine

Suspensions

Brakes

Wheels & Tyres

Gear Box

Tyres


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FORD ENDEAVOUR MAJOR FEATURES

Engine

DESIGN AND COMFORT

INTERIOR


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RIDE AND HANDLING

SAFETY

VARIENTS,PRICE&COLOUR

Technical Specifications of Ford Endeavour


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Overview

Dimensions

Weight

Engine

Suspension

Brake


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MITSUBISHI PAJERO MAJOR FEATURES:

SILEANT FEATURES:

Exterior:

Interior:


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Colors:

Safety features

TECHNICAL SPECIFICATIONS OF MITSUBISHI PAJERO


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ENGINE

PERFORMANCE

TRANSMISSION

FUEL SYSTEM

SUSPENSION

BRAKES

TYRES

DIMENSIONS


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SCORPIO FEATURES


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Fords

Journey to India


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Slogan : Bold Moves, They Happen
http://en.wikipedia.org/wiki/Sloganhttp://en.wikipedia.org/wiki/Image:Ford_Motor_Company_Logo.svghttp://en.wikipedia.org/wiki/Slogan


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Ford Motor Company

Fords Journey to India

Product Mix of Ford India

A product mix (also called product assortment) is the set of all

products and items that a particular marketer offers for sale. For eg:

at Kodak, the product mix consists of two strong product lines:

information products and image products. At NEC (Japan), the product

mix consists of communication products and computer products.

FORD IKON FLAIR

ABOUT THE CAR:

Ikon Power & Performance
http://en.wikipedia.org/wiki/United_Stateshttp://en.wikipedia.org/wiki/Multinational_corporationhttp://en.wikipedia.org/wiki/List_of_automobile_manufacturers#World_Motor_Vehicle_Production_by_Manufacturerhttp://en.wikipedia.org/wiki/2005http://en.wikipedia.org/wiki/Dearborn%2C_Michiganhttp://en.wikipedia.org/wiki/Metro_Detroithttp://en.wikipedia.org/wiki/Henry_Fordhttp://en.wikipedia.org/wiki/1903http://en.wikipedia.org/wiki/Lincoln_(automobile)http://en.wikipedia.org/wiki/Mercury_(automobile)http://en.wikipedia.org/wiki/Jaguar_(car)http://en.wikipedia.org/wiki/Aston_Martinhttp://en.wikipedia.org/wiki/Land_Roverhttp://en.wikipedia.org/wiki/Volvo_Carshttp://en.wikipedia.org/wiki/Mazda


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Engine

Standard Comfort and Convenience Features

Air-conditioning

Central locking

On road prices*

NOTE: Other Models of Ford Ikon Like Ford Ikon Nxt are being discontinued.

FORD FIESTA


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Safety Features for the ultimate sense of security

Fida Over Styling

PRODUCT LINE OF FORD FIESTA


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FORD INDIA - Fiesta 1.4 EXI

On road prices*

City Ex-ShowroomRegistration

& Service Charges

(Individual)

Registration& Service Charges

(Company)

Comprehensive

Insurance

Total

(Individual)

Total

(Company)

Mumbai 605,500 47,735 90,120 22,235 675,470 717,855

Thane 577,200 45,754 86,158 20,678 643,632 684,036

Vashi 577,200 45,754 126,562 20,678 643,632 724,440

FORD INDIA - Fiesta 1.4 ZXI (TDCi)

On road prices*

City Ex-Showroom

Registration

& Service Charges

(Individual)

Registration

& Service Charges

(Company)

Comprehensive

Insurance

Total

(Individual)

Total

(Company)

Mumbai 763,000 58,760 112,170 27,748 849,508 902,918

Thane 727,300 56,261 107,172 25,785 809,346 860,257

Vashi 727,300 56,261 158,083 25,785 809,346 911,168

FORD INDIA - Fiesta 1.6 SXI
http://www.india.ford.com/servlet/ContentServer?cid=1137385515312&pagename=FIPL%2FDFYPage%2FDefault&c=DFYPagehttp://www.india.ford.com/servlet/ContentServer?cid=1137382952959&pagename=FIPL%2FDFYPage%2FDefault&c=DFYPagehttp://www.india.ford.com/servlet/ContentServer?cid=1137385513842&pagename=FIPL%2FDFYPage%2FDefault&c=DFYPagehttp://www.india.ford.com/servlet/ContentServer?cid=1137382952846&pagename=FIPL%2FDFYPage%2FDefault&c=DFYPagehttp://www.india.ford.com/servlet/ContentServer?cid=1137382952859&pagename=FIPL%2FDFYPage%2FDefault&c=DFYPage


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On road prices*

City Ex-Showroom

Registration

& Service Charges

(Individual)

Registration

& Service Charges

(Company)

Comprehensive

Insurance

Total

(Individual)

Total

(Company)

Mumbai 737,600 56,982 108,614 28,206 822,788 874,420

Thane 703,300 54,581 103,812 26,220 784,101 833,332

Vashi 703,300 54,581 153,043 26,220 784,101 882,563

FORD FUSION

Interiors and Comfort


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Flexible Interiors

Driver and Passenger Comfort

FORD INDIA Fusion

On road prices*

City Ex-Showroom

Registration

& Service Charges

(Individual)

Registration

& Service Charges

(Company)

Comprehensive

Insurance

Total

(Individual)

Total

(Company)

Bangalore 623,000 72,530 N.A. 23,345 718,875 646,345

Mumbai 600,000 47,350 89,350 23,158 670,508 712,508

Pune 624,000 28,210 78,150 23,557 675,767 725,707Thane 572,100 45,397 85,444 21,543 639,040 679,087

FORD INDIA - Fusion (ABS)


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On road prices*

City Ex-Showroom

Registration

& Service Charges

(Individual)

Registration

& Service Charges

(Company)

Comprehensive

Insurance

Total

(Individual)

Total

(Company)

Bangalore 727,000 83,970 N.A. 27,091 838,061 754,091

Mumbai 766,000 35,997 97,277 29,571 831,568 892,848Pune 730,000 32,450 90,850 27,474 789,924 848,324

Thane 730,000 34,557 92,957 27,533 792,090 850,490

FORD INDIA - Fusion +

On road prices*

City Ex-Showroom

Registration

& Service Charges

(Individual)

Registration

& Service Charges

(Company)

Comprehensive

Insurance

Total

(Individual)

Total

(Company)

Bangalore 698,000 80,780 N.A. 26,046 804,826 724,046

Mumbai 736,000 34,797 93,677 28,490 799,287 858,167

Pune 700,000 31,250 87,250 26,394 757,644 813,644

Thane 702,000 33,437 89,597 26,553 761,990 818,150

FORD ENDEAVOUR

Endeavour Comfort & Convenience

Powertrain


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PRODUCT LINE OF FORD ENDEAVOUR

FORD INDIA - Endeavour 2.5L XLT 4x2

On road prices*

City Ex-Showroom

Registration

& Service Charges

(Individual)

Registration

& Service Charges

(Company)

Comprehensive

Insurance

Total

(Individual)

Total

(Company)

Bangalore 1,372,002 186,105 N.A. 50,320 1,608,427 1,422,322

Delhi 1,290,054 N.A. N.A. N.A. 1,290,054 1,290,054

Mumbai 1,468,000 112,760 318,280 55,081 1,635,841 1,841,361

Pune 1,385,701 59,228 170,084 51,088 1,496,017 1,606,873

Vashi 1,427,000 109,890 309,670 52,101 1,588,991 1,788,771

FORD INDIA - Endeavour 2.5L XLT 4x4

On road prices*
http://www.india.ford.com/servlet/ContentServer?cid=1135092537327&pagename=FIPL%2FDFYPage%2FDefault&c=DFYPagehttp://www.india.ford.com/servlet/ContentServer?cid=1135092537532&pagename=FIPL%2FDFYPage%2FDefault&c=DFYPage


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City Ex-Showroom

Registration

& Service Charges

(Individual)

Registration

& Service Charges

(Company)

Comprehensive

Insurance

Total

(Individual)

Total

(Company)

Bangalore 1,462,002 197,985 N.A. 53,561 1,713,548 1,515,563

Delhi 1,399,032 N.A. N.A. N.A. 1,399,032 1,399,032

Mumbai 1,562,600 119,382 338,146 58,551 1,740,533 1,959,297Pune 1,475,110 62,805 180,813 54,308 1,592,223 1,710,231

Vashi 1,517,000 116,190 328,570 55,310 1,688,500 1,900,880

FORD MONDEO


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Overview

Safety & Security

Driving Quality

.

FORD INDIA - Mondeo Duratec Petrol


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On road prices*

City Ex-Showroom

Registration

& Service Charges

(Individual)

Registration

& Service Charges

(Company)

Comprehensive

Insurance

Total

(Individual)

Total

(Company)

Ahmedabad 1,571,523 55,780 N.A. 38,746 1,666,049 1,610,269

Bangalore 1,490,000 201,680 N.A. 54,570 1,746,250 1,544,570Baroda 1,571,000 55,860 111,720 36,587 1,663,447 1,719,307

Calcutta 1,641,760 9,400 10,300 60,167 1,711,327 1,712,227

Chennai 1,564,496 24,900 46,900 39,240 1,628,636 1,650,636

Delhi 1,556,185 8,150 8,150 49,177 1,613,512 1,613,512

Hyderabad 1,570,600 109,942 109,942 36,671 1,717,213 1,717,213

Mumbai 1,629,548 75,182 205,546 51,711 1,756,441 1,886,805

Pune 1,444,000 63,585 179,105 53,188 1,560,773 1,676,293

Vashi 1,576,648 74,066 200,198 50,073 1,700,787 1,826,919


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COMPANY MARKETING

STRATEGIES

Segmentation

a) Segmentation on the basis of Areas/Citiesb) Segmentation on the basis of Age:

c) Segmentation on the basis of Income:

d)Segmentation on the basis of the Lifestyle :

e) Segmentation on the basis of Benefits Provided :


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f) Segmentation on the basis of the Readiness stage:

TARGETING

Targeting

Ford Ikon

Ford Fusion

Ford Fiesta

Ford Mondeo

Ford Endeavour

Positioning

Positioning

How Many Differences to Promote?

Communicating the Companys Positioning

POSITIONING OF

FORD CARS IN

INDIA

FORD IKON

Baseline: The josh

machine


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Tagline: Leave the small world behind. The bigger, better josh machine, now at the

EMI of a small car.

The 2006 Ford Ikon Flair


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Baseline: Live life with josh Headline: Inside every young ikon, there's a young

icon.

FORD FIESTA

Headline1: Diesel TDCiFuel efficient. Fun to drive. Refined. Drive it to believe it

Headline2: The reviews got me hooked &10,000 Fiestas booked.

Baseline: Go Fida
http://www.agencyfaqs.com/advertising/newcamps/grfx/newcampaigns_inside/newcampaigns_huge/2006/ford_fiesta_17022006_huge.jpg


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FORD MONDEO

Headline1: "It has real presence." It bites

Headline2: Luxury. The restless version


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Baseline: refined aggression

FORD FUSION


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Headline1: I'm a Delhi-ite.

Headline2: Some cars have great ads. This ad has a great car.

Baseline: As different as you

FORD ENDEAVOUR

Baseline: Make every day exciting

IS THE POSITIONING APPROPRIATE OR NOT ?
http://www.agencyfaqs.com/advertising/newcamps/grfx/newcampaigns_inside/newcampaigns_huge/2006/ford_endeavour_05072006_huge.jpg


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Ford Fusion

Ford Mondeo

Ford Endeavour

RESEARCH METHODOLOGY


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RESEARCH METHODOLOGY

PLACE OF RESEACH:

THE STUDY WAS PRIMARILY CONDUCTED AT FORD PACEFIC IN BAREILLY

CITY.THE MARKET SURVEY WAS DONE TO HAVE MARKET PERSPECTIVE OF

ENDEAVOUR SUV

A BRAND OF FORD INDIA PRIVET LIMITED.WE COMPARE IT WITH OTHER

BRANDS .

THE OTHER BRANDS ARE:

1-MAHINDRA SCORPIO

2-MITSUBASHI PAJERIO

Sample frame:


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a

Sample design & sample size:

Data collection method;

Primary sources;

Secondary sources:

Brochures

internet


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OBSERVATION AND ANALYSIS

ANALYSIS

Q-1 what kind of car do you want to purchase?

NUMBER OF

RESPONDENTS

LIGHT COMMERCIAL

VEHICLES

SPORTS UTILITY

VEHICLES

HEAVY COMMERCIAL

VEHICLE

50 36 5 9


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10%

18%

72%

LCV'S

SUV'S

COMMERCIALVEHICLE

ANALYSIS: The finding show that out of the total population 72% prefer to buy light commercial

vehicles,18% peoples wants to purchase sports utility vehicles,10%of the peoples wants to purchse heavy

commercial vehicles

Q-2 what do you think about SUVs?

No.of respondents Status symbol Tarrin vehicle Passion of big

cars

40 25 9 6


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23%

62%

15%0%0%0%0%

ANALYSIS:

Q-3what are the sources of information regarding SUVs


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23%

40

22

15%internet

t.v

newspaper

other

ANALYSIS:.

Q-4From how many brads are you aware of?


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17%

74%

9%

ford

mahindra

mitsubishi

ANLYSIS:

Q-5 what are the required features of your SUV?

mileage power Suspension Ground

clearance

No. of seats

53%

24%

13%3%

7%

mileage

power

suspension

no.seats

ground clea

A

ANALYSIS:

Q-6 what is your budget regarding your suv?


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67%

16%

15%2%

6-10 lacks10-16 lacks

16-25 lacks

25&above

ANALYSIS:

Q-7 Are you satisfied with the after sales services of these SUVs?

satified

unsatisfied

ANALYSIS:

Q-8 what is your investment pattern for buying SUVs?


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on emi

on hard cash

ANALYSIS:

Q-9what is the market share regarding ford Endeavour, Mahindra Scorpio &

pajero?

23%

67%

10%

endeavour

scorpio

pajero

AANALYSIS:

Q-10 Are you satisfied with the safety features provided by these SUVs?


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ANALYSIS:

FINDINGS

93%

7%

Satisfied

Unsatisfied


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FINDINGS AND SUGGESTIONS

LIMITATIONS


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QUESTIONNAIRE


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QUESTIONNAIRE:

Q-1 what kind of car do you want to purchase?

Q-2 what do you think about SUVs?

Q-3what are the sources of information regarding SUVs?

Q-4From how many brads are you aware of?

Q-5 what are the required features of your SUV?

Q-6 what is your budget regarding your suv?


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-7 Are you satisfied with the after sales services of these SUVs?

Q-8 what is your investment pattern for buying SUVs?

Q-9who is better in your opinion ford Endeavour, Mahindra Scorpio & pajero?

(

Q-10 Are you satisfied with the safety features provided by these SUVs?

BIBLIOGRAPHY

BIBLIOGRAPHY


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ENDEAVOUR BRAND OF FORD

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