Project by rohith

Marketing strategies of leading Indian automobile companies

MARKETING STRATEGIES OF LEADING INDIAN AUTOMOBILE

COMPANIES “A CASE STUDY OF MAHINDRA & MAHINDRA LTD”

Project Report submitted in partial fulfilment of the requirements for the

award of the Degree of

MASTER OF BUSINESS ADMINISTRTION

Of

BANGALORE UNIVERSITY

By

Mr. ROHITH.R

Reg. No. 14XECMD063

Under the guidance of

MS.VIDYA.S.PATIL

FACULTY MEMBER

Bangalore University

2015-2016


DECLARATION BY THE STUDENT

I hereby declare that” Marketing strategies of leading Indian automobile companies; A case study

of Mahindra & Mahindra Ltd” is the result of the project work carried out by me under the

guidance of MS.VIDYA.S.PATIL and Prof. NISHA RAJAN in partial fulfillment for the award of

Master’s Degree in Business Administration by Bangalore University.

I also declare that this project is the outcome of my own efforts and that it has not been submitted

to any other University or Institute for the award of any other degree or diploma or Certificate.

Place: Bangalore Name: ROHITH.R

Date: 12/8/15 Register Number: 14XECMD063


ACKNOWLEDGEMENT

I utilize the opportunity to express heartfelt thanks to Dr. S.M. VENKATPATHI, Chairman, East

point group of institutions Bangalore. DR. T.N. ROOPA Director, East Point College of higher

education and Prof. NISHA RAJAN H.O.D, Department of management studies for their valuable

encouragement in carrying this project.

My special words of thanks to my Internal guide Ms VIDYA.S.PATIL Faculty member,

Department of management studies, who has helped me a lot in completing my project through

her constant encouragement and valuable suggestions

I thank all other faculty members of the department of management studies for their continuous

support in carrying out all my project activities.

I offer my humble, sincere and great thanks to my beloved parents who are the never ending source

of inspiration to me.

Place: Bangalore Name: ROHITH.R

Date: 5/9/15 Reg. No: 14XECMD063


TABLE OF CONTENTS

Sl.No Contents Page.

NO

1 Introduction – Topic , industry 1- 4

2 Research Design

2.1 Statement of problem

2.2 objectives

2.3 Need and relevance of the study

2.4 Methodology of the study

2.5 Review of literature

5- 9

3 Analysis and Interpretation 25- 31

4 Findings and suggestions 32

5 Detailed account of work done in 30 days 33

6 Experiential learning 34

7 Conclusion 35

Bibliography


INTRODUCTION

The automobile manufacturing industry in India dates back to 1948. At that time there were just

three companies manufacturing passenger cars i.e. Premier Automobiles in Mumbai, Hindustan

Motors (HM) in Kolkata & Standard Motors Products India in Chennai. In early years the Indian

automobile Industry faced several challenges and road blocks to growth because in those days

automobile manufacturing was subject to restrictive tariff structure, strict licensing and limited

avenues for expansion. Due to lack of competition initially the prices of cars were extremely high.

And the customers had to wait for a long period of time for car. Before Independence India was

considered as a market for imported vehicles. In the 1950s the arrival of Tata Motors, Mahindra

& Mahindra & Bajaj Auto led to steadily increasing vehicle production in India.

In 1953 the government of India and the private sector launched efforts to create an automotive

component manufacturing industry to supply to the automobile industry. By the end of 1970s,

significant changes in the automobile industry were witnessed. After 1970 the automobile industry

started to grow, but that growth was mainly driven by scooters, tractors and commercial vehicles.

In 1983, the government of India made a tie-up with Suzuki Motor Corporation of Japan to

manufacture low-cost cars in India. The Maruti 800 which is still known rolled out the factory of

Maruti Udyog Limited in December 1983 and changed not just India‘s automobile industry but

also the way people commuted and travelled. In 1990s through liberalization initiatives India

opened its gates for all the countries and in 1993, the government followed up its liberalization

measures with noteworthy reductions in the import duty on automobile components. Today the

Indian automobile market has a mix of large domestic automobile players like Tata Motors,

Mahindra & Mahindra, Bajaj, Hero Motocorp, Ashok Leyland and major international giants

including Suzuki, Honda, BMW, Audi, DaimlerChrysler, Volvo, Hyundai, Toyota, Nissan,

General Motors and Ford etc.


INDUSTRY PROFILE

AUTOMOBILE INDUSTRY

In the year 1769, a French engineer by the name of Nicolas J. Cannot invented the first

automobile to run on roads. This automobile, in fact, was a self-powered, three-wheeled, military

tractor that made the use of a steam engine. The range of the automobile, however, was very

brief and at the most, it could only run at a stretch for fifteen minutes. In addition, these

automobiles were not fit for the roads as the steam engines made them very heavy and large, and

required ample starting time. Oliver Evans was the first to design a steam engine driven

automobile in the U.S.

A Scotsman, Robert Anderson, was the first to invent an electric carriage between 1832 and

1839. However, Thomas Davenport of the U.S.A. and Scotsman Robert Davidson were amongst

the first to invent more applicable automobiles, making use of non-rechargeable electric batteries

in 1842. Development of roads made travelling comfortable and as a result, the short ranged,

electric battery driven automobiles were no more the best option for travelling over longer

distances.

The Automobile Industry finally came of age with Henry Ford in 1914 for the bulk production of

cars. This led to the development of the industry and it first begun in the assembly lines of his car

factory. The several methods adopted by Ford, made the new invention (that is, the car) popular

amongst the rich as well as the masses.

According the History of Automobile Industry US, dominated the automobile markets around

the globe with no notable competitors. However, after the end of the Second World War in

1945, the Automobile Industry of other technologically advanced nations such as Japan and

certain European nations gained momentum and within a very short period, beginning in the

early 1980s, the U.S Automobile industry was flooded with foreign automobile companies,

especially those of Japan and Germany.


The current trends of the Global Automobile Industry (GOI) reveal that in the developed countries

the Automobile Industries are stagnating as a result of the drooping car markets, whereas the

Automobile Industry in the developing nations, such as, India and Brazil, have been consistently

registering higher growth rates every passing year for their flourishing domestic automobile

markets.

On the car dealership side, giant, nationwide holding companies have acquired the best dealers in

major markets. Even the used car business is being taken over by national chains.

AUTOMOBILE INDUSTRY IN INDIA

Driving the most luxurious car has been made possible by the stiff competition in the automobile

industry in India, with overseas players gathering the same momentum as the domestic

participants.

Every other day, we have been hearing about some new launches, some low cost cars – all

customized in a manner such that the common man is not left behind. In 2009, the automobile

industry is expected to see a growth rate of around 9%, with the disclaimer that the auto industry

in India has been hit badly by the ongoing global financial crisis.

The automobile industry in India happens to be the ninth largest in the world. Following Japan,

South Korea and Thailand, in 2009, India emerged as the fourth largest exporter of automobiles.

Several Indian automobile manufacturers have spread their operations globally as well, asking for

more investments in the Indian automobile sector by the MNCs.

The first motor car on the streets of India was seen in 1898. Mumbai had its first taxicabs in the

early 1900. Then for the next fifty years, cars were imported to satisfy domestic demand. Between

1910 and 20's the automobile industry made a humble beginning by setting up assembly plants in

Mumbai, Calcutta and Chennai. The import/assembly of vehicles grew consistently after the

1920's, crossing the 30,000 mark in 1930. In 1946, Premier Automobile Ltd (PAL) earned the

distinction of manufacturing the first car in the country by assembling 'Dodge Desoto' and


'Plymouth' cars at its Karla plant. Hindustan Motors (HM), which started as a manufacturer of auto

components graduated to manufacture cars in 1949.

MUL introduced 'Marti 800' in 1983 providing a complete facelift to the Indian car industry. The

car was launched as a "people’s car" with a price tag of Rs40, 000. This changed the industry's

profile dramatically. Marti 800 was well accepted by middle income families in the country and

its sales increased from 1,200 units in FY84 to more than 200,000 units in FY99. However in

FY2000, this figure came down to 189,184 units, due to rising competition from Hyundai's 'Santo',

Telco's India and Daewoo's 'Mates'.

Many companies have entered the car manufacturing sector, to tap the middle and premium end

of car industry. The new entrants are Daewoo (Mates), Telco (India) and Hyundai (Santo) in upper

end of economy car market. GM, Ford, Peugeot, Mitsubishi, Honda and Fiat have entered the mid-

sized car segment and Mercedes-Benz is in the premium end of market. Car manufacturers like

Malaysia based Proton are also in line to hit the Indian ramp.


RESEARCH DESIGN

2.1 STATEMENT OF PROBLEM

The problem here in this study is to show how those companies i.e. Tata motors, Mahindra ,Bajaj

, Maruti Suzuki, Ashokh Leyland, TVS, Hero motocorp still rule the Indian Market without

losing their strive towards success. And to know the various marketing strategies that are helping

them to survive in the market forever. Further a case analysis on the marketing strategies of

mahindra and mahindra ltd is conducted.

2.2 OBJECTIVES OF STUDY

To find out various types of marketing strategies taken by leading Indian Automobile

companies

To study the post liberalization scenario of the automobile industry in India and the

existing marketing strategies being adopted by the automobile manufacturers.

. To study the effectiveness of these marketing strategies by analyzing the impact on

consumer in terms of their brand choice, satisfaction and loyalty intention.

To conduct a research about blue sense application available in Mahindra XUV500 car

and measure its popularity among customers


2.3 NEED & RELEVENCE OF THE STUDY

This study mainly deals with the marketing strategies followed by several leading automobile

companies of India. The collected information relating to the marketing strategies of Indian

automobile industry reveals that how a business organisation can survive in the market.

Marketing strategies plays very important role in the existence of a business organisation. It is

the only way to enter into the mind of potential customers. While dealing with all these facts it

explains that there are some specialities or uniqueness in marketing strategies followed by

Mahindra motors.

So it is more helpful doing a case study on it rather than gaining information from the company

directly

If a company has a unique marketing strategy then it’s clear that it would have a separate

existence in market.

2.4 RESEARCH METHODOLOGY

Meaning of research: Systematic investigative process employed to increase or revise

current knowledge by discovering new facts. It is divided into 2 general categories: 1) Basic

research is inquiry aimed at increasing scientific knowledge and 2) applied research is effort

aimed at using basic research for solving problems or developing new processes, products, or

techniques.

Types of research: a) QUANTITATIVE RESEARCH: In natural sciences and social

sciences, quantitative research is the systematic empirical investigation of observable

phenomena via statistical, mathematical, or computational techniques.

b) QUALITATIVE RESEARCH: Qualitative research is designed to reveal target audiences

ranges of behaviour and the perception that drive it with reference to specific topic or issues.


TYPES OF DATA

PRIMARY DATA: Data gathered by researcher in the act of conducting research. This is

contrasted to secondary data, which entails the use of data gathered by someone other than the

researcher information that is obtained directly from first-hand sources

SOURCES: surveys, observation or experimentation. Primary data is basically collected by

getting questionnaire filled by the respondents.

SECONDARY DATA: Information that already exist, have been collected for another purpose.

SOURCES: Sources include census reports, trade publications, and subscription services

Secondary source of data used consists of books and websites

SAMPLING: It concerned with the selection of a subset of individuals from within a statistical

population to estimate characteristics of the whole population

UNIVERSE AND SAMPLE SIZE

The universe of the study limited to Indian automobile industry and some leading Indian

automobile companies’ too. Sample size is limited to 50 Respondents

SAMPLING METHOD:

CONVENIENCE SAMPLING: It is a non- probability sampling technique where subjects are

selected because of their convenient accessibility and proximity to the researcher.

TOOLS FOR ANALYSIS

Data collected is analysed by using charts & graphs

.


LIMITATIONS OF THE STUDY

As the period of the project is given as 4 weeks, the project has been conducted

within four weeks.

The chance of biased response can’t be eliminated even though all necessary steps

were taken to avoid the same.

The sample size selected for the project is 50.

Considered leading Indian automobile companies only, failed to include all

companies due to lack of time and page restriction

2.5 REVIEW OF LITERATURE

Sumit Jain & Dr.R.K.Garg, in their research paper described about current scenario of automobile

industry and challenges facing by Industry. They pointed that, the companies have to shorten

product lifecycles in order to react to the expectations of individualize and fast changing consumer

demands with innovative products, and the integration of strategic partners with more

responsibility into the value chain should be intensified.

Exim bank‘s occasional paper highlighted that the global financial meltdown of the year 2008 has

created a precarious condition across various sectors, which has forced countries and industries to

take a fresh look at their future strategies. The paper also pointed out that the Indian automotive

industry holds significant scope for expansion, both in the domestic market, where the vehicle

penetration level is on the lower side as compared to world average and in the international market,

where India could position itself as a manufacturing hub.

Rajkumar Gautam & Sahel Raj, in their research paper depicted the scenario of automobile sector

of the world and India. In their paper they have investigated that the globalization process has

affected the sector in all the areas of manufacturing, sales, personal research & development and

financing. They also concluded that, in order to meet the challenges posed by globalization the


Indian automobile manufacturers need to ensure the technological advancement, appropriate

marketing strategies and adequate customer care feedback system in their organizations.

P Krishnaveni in her article focuses on the current details and some future plans of Maruti Suzuki

India Ltd. The article also highlighted the various innovation of company like introduction of

Electronic power Steering (EPS), introduction of superior quality of 16*4 hyper tech engines

TOP 7 AUTOMOBILE COMPANIES OF INDIA

1. TATA MOTORS: It is a leading automobile company of India, manufactures car, buses, trucks

and military vehicles. Company was started in 1945 and has head quarters in Mumbai.

2. MAHINDRA & MAHINDRA LTD.: It is a global automobile company, established in 1945.it

has ranked among top 10 most trusted brands in India according to the brand trust report.

3. MARUTI SUZUKI: company was founded in 1981 and captured 37% of Indian 4 wheeler

market. Its head quarters is in Delhi and more than 6000 employees have associated with it

4. HERO MOTOCORP: it’s a scooter motorcycle manufacturing company. Initially it was joined

with Honda of Japan. In 2010 Honda decided to move away from the joint venture. and in 2011

company has renamed as hero motocorp.

5. BAJAJ AUTO LTD: it is a prominent Indian manufacturing company. It was started in 1930

by jamnalal Bajaj.

6. ASHOK LEYLAND: Established in 1948, head quarters are in Chennai. Company is a part of

eminent hinduja group.

7. TVS MOTOR COMPANY: It was established in 1978 and headquarters is in Chennai


THIS IS WHY THEY ARE STILL RULING INDIAN MARKET...

TATA MOTORS

Advertising strategies

Advertisement has been employed as the foremost tool among the marketing strategies of Tata

motors. Tata Motors were extremely successful in the producing the brand image, by employing

several marketing strategies, including using prominent celebrity as their spokesperson. Tata

Motors has provided numerous pioneering attributes, like installing a camera at the car rear to

provide assistance during reversing.

Development of Brand Image

. Tata Motors products have been associated with high performance, economical, and durability

due to advertisement efforts. Tata Motors succeeded in the creation and maintenance of a proficient

brand image. Tata Motors appreciated the customer reasons for buying, such as need, status,

soothing, style, and innovation. The organization constantly endeavours to introduce product

improvements. They possess an engineering competence exceeding 100 years, and are thus can

accurately appreciate the need of their customers.

Cost Policy

Marketing strategies of Tata motors include strict price control, maintaining a balance between the

customer buying power, and the profits desired by the organization. Tata Motors seriously

considered the market conditions, manufacturing cost, inflation, competition, and other financial

aspects while determining the cost of their products

MARUTI SUZUKI

BRAND POSITIONING STRATEGIES

Maruti Suzuki believes in research and before launching a product the Maruti team does an

extensive research on the needs of the customer. Maruti try to understand the customer‘s


demography and psychology to position a brand. Also the company follows the suggestions made

by existing customers.

1. Maruti 800

Considering the middle class & small families the Maruti 800 was launched. The car was also

targeted at the urban professionals. It was projected as a car with minimum maintenance needs and

with greater fuel efficiency. Later the company added some features like MPFI (Multi Point Fuel

Injection) technology & few changes in front grill, head light, and rear light.

2. Omni:

Earlier the Omni was known as Van. The van was targeted more at businessman, tourist taxis and

large families. It was positioned as a vehicle offering benefits of a car with more space. But due to

some different perceptions of consumers regarding van, after some time the van was renamed as

Omni and was repositioned as the most spacious car. Recently Maruti Suzuki launched new variant

called Omni Cargo which has been positioned as a vehicle for transporting cargo and meant for

small traders.

3. Alto:

Maruti launched Alto with tagline Let‘s Go‘. In the TVC of Alto, a young married couple goes to

different destinations in their Alto. By this TVC Maruti positioned Alto as a car for young people.

Also the car has highlighted as fuel efficient car.

4. Wagon R:

Maruti Suzuki launched the Wagon R brand in February 2000. This is one of the successful brands

from Maruti portfolio in the premium segment of compact cars. Wagon R was initially positioned

on the basis of the functionality platform. Earlier this car was promoted as a family car with the

baseline, ‗Feel at Home‘. Then as per the changing pattern of market , competition and customers

Maruti altered the positioning of Wagon R from Feel at Home to ‗Inspired Engineering‘ to ―As

Interesting as you are‖ and finally to ―For a Smarter Race‖.

5. A-Star:

A-Star was the only car in the Indian market that was targeted at the urban youth. ―It is about the

new generation of Indians who are confident‖. Also in the second campaign, which was done

around July 2009, the company‘s focus was to inform the consumers about the A-Star‘s K-Series

engine. The current campaign of A-Star focuses on self belief and confidence. Considering the fact

that self belief and confidence are the attributes of youths, Maruti has positioned A-Star very well.


In the current ad campaign a focus has given to a young person who goes for an Interview & with

his confidence and self-belief he impresses all.

PROMOTIONAL STRATEGY

Maruti Suzuki India Ltd has a formidable line-up of vehicles in its stable and has been quite

aggressive about promoting each of its automobile brands. With an intention to face with cutthroat

competition and due to declining market shares, in 2000 Maruti Suzuki cut the prices of few

models like Wagon R, Omni and Maruti 800 because Maruti knew very well that the Indian

consumer is very sensitive about price & this price cut will definitely beneficial for company. In

Jan 2002 to attract the customers, Maruti decided that some of its corporate assets in Delhi

including Maruti‘s manufacturing plant and children‘s park should be promoted. With an intention

to promote road safety and efficient driving the company held ‗carnivals ‘periodically at IDTR.

In 2003, to attract the customers Maruti Suzuki launched attractive campaign like ―Change Your

Life‖. The company also offered vehicle insurance for One rupee only. In this campaign the

customers were asked to write down the chassis and engine number of their vehicles on the entry

form and had to answer the question. In this contest the winners were chosen by a draw of lots and

were entitled to gifts worth Rs.50 million. In 2004, Maruti introduced the ‗2599‘offer under which

by paying an EMI of Rs. 2599 for seven years after a down payment of Rs.40000, a consumer

could buy a Maruti 800. In 2004 Maruti introduced the ‗Teacher Plus ‘scheme, in a tie up with

SBI. In this scheme the bank offered reduced rates of interest for teachers who were interested in

buying a new car.

Rural India is a fast emerging as a focus area in the country‘s economy. Maruti knew that there is

a great potential in rural markets & in rural markets, the endorsements of opinion makers takes

precedence over an informed objective Judgment. Considering this fact, Maruti Suzuki launched

a panchayat scheme for such opinion makers which covers the village Sarpanch, doctors and

teachers in government institutions, rural bank officers where in an extra discount is given to make

a sell. As a part of customer engaging strategy and to attract the potential customers Maruti

organized various festivals wherein local flavor is added by organizing traditional social activities

like Gramin Mahotsava are conducted round the year. As a part of promotional approach Maruti

Suzuki promoted Swift & other brands through sponsoring various live programs (Dancing shows)

like Dance India Dance.


ADVERTISING STRATEGY

Maruti‘s advertising campaigns included TVCs, Radio and Print ads, Point of Sale, Mobile

promotions, online marketing, Outdoor promotions. Maruti‘s advertising strategy focused both on

building up its corporate image and promoting its cars. Maruti‘s campaigns emphasized different

aspects of its cars, including fuel efficiency, looks, space, etc. In the late 1990s, Maruti‘s

advertising campaigns were handled by Lowe India (later known as Lowe Lintas & Partners, India)

and Red diffusion DY&R. While advertising related to Esteem, Zen and Baleno were handled by

Lowe India and the ad campaign of Maruti 800, Gypsy, Omni and Wagon-R were handled by Red

diffusion. With an intention to promote the all brands effectively, in 2000 Maruti decided to

appoint Capital Advertising. In 2003, Maruti Suzuki came up with an innovative advertising that

became popular for its simplicity and clear message. In this ad one child plays with his toy car &

when the father asked him, he replies, ‗Kya karoon papa petrol khatam hi nahi hota‘. This ad

depicted the fuel efficiency of Maruti Suzuki.

MAHINDRA & MAHINDRA LTD

Mahindra & Mahindra (M&M), India's largest maker of sports utility vehicles (SUVs), is said to

have set in motion a strategy codenamed 'Play to Win'. The goal — accelerates plans to take

competition head-on and rev up market share.

Mahindra is eyeing a quick turnaround in the current financial year, the vendors said. If monsoon

is normal, M&M expects sales of 5.37 lakh units in its automotive business, including small

commercial vehicles, pick-up trucks, cars and UVs.

The UV segment, which makes up for almost half a million units, has attracted many new entrants

including the Eco Sport from Ford and Renault's Duster. With Maruti Suzuki, Hyundai and others

lining up new SUVs, competition will intensify.

We are playing to win. We have all the enabling factors for winning including right products," a

Mahindra executive was quoted by the vendors who attended the meeting.

Mahindra is banking on the new models — S101, the micro SUV for small-car buyers and U301

the compact SUV aimed at compact sedan buyers — expected to sell 45,000 to 50,000 units.

M&M entered the two wheeler market in 2008 and the truck and bus sector in 2005.


Rajesh Jejurikar, chief executive of the two-wheeler and tractor division, explained at Warsaw that

the company has the wherewithal and what he called the "nuts and bolts" to be a sizeable player

with a 5% market share and a billion dollars in revenue for the group by the end of the decade. He

said with the acquisition of 51% of Peugeot Motorcycles in January, it would push the M&M brand

for the mass market and Peugeot for the premium end. M&M will look at expanding its footprint

with Peugeot in Africa and Southeast Asia.

On commercial vehicles, with a revival expected in the market and the introduction of new

variants, the company hopes to break even in the next two to three years.

HERO MOTO CORP LTD

PRICING STRATEGIES OF HERO MOTO CORP

Hero argues that they are the only company in the two wheeler segment that is in the process of

passing on the whole benefit of cost advantage achieved as a result of the increased localization

levels of up to 60% to the customers.

The company are in the process of keeping their product increasing popular and affordable. The

company keeps telling its customers to think about Quality rather than price. Further if one talks

about the changes in the price in the last three years, the prices have never been changed except

the budgets except once in APRIL 2011,when the company started off with their “celebration

offer”, and thus decided to sanctioned a discount and curtail on every Model Rs 1001\-. The

company is surely in a business of delivering quality rather than price. For instance the Boxer,

which is of only 29,990 and is the cheapest bike of the industry. The company gives importance

to the quality rather than cheap products.

Well Hero Moto Corp has bikes at different price point but there is one common thing that is they

are priced at a premium of INR 2000- 3000 from the competitors and it seems their strategy is

working fine with the target customers as it is the largest seller of bikes in the Indian market with

a market share of 48 % .Customers are ready to sell out the extra money because they believe and

its fact that the fuel efficiency of the bikes is much better than its competitors.

Thus we find that HML has bikes for every one for entry level customers they have dawn which

is a no frill attached product whose emphasis is on mileage with performance .And for customers


who like to have bike which is good at performance and with descent looks they have Splendor

which is their fastest selling bike and account for half of the total sales. Customers who are looking

for style with performance can go for Passion which is a huge success among the urban class as it

is priced little bit higher than splendor and the looks of the bike are astounding. For customers who

want style and power they have CBZ which is targeted towards the premium segment and it was a

runaway success initially but is not a hot seller now due to some problems. Hero Moto Corp is

planning to introduce few more models in year’s time in order to make their portfolio of products

more versatile. They are trying to introduce new models at the premium segment as it has high

margins and the company feels that it’s the segment which is will grow in the near future as the

income of people will increase with the change of life styles .HML also intend to introduce few

models which are economical in nature as they this segment provides the volumes to the company.

Hero Moto Corp still wants to charge a price of premium as its brand enjoys a high level of

respectability and reliability among the target customers as their products have already proved

their mettle in the market and enjoy high level of brand equity among the target customers. Hero

Moto Corp has an advantage of large no of dealers and also economies of scale which help them

to absorb the costs to a great extent.

PROMOTIONAL STRATEGIES OF HERO MOTO CORP

Hero Moto Corp rides safe

Hero Moto Corp's `Ride Safe and Good Rider' campaign is aimed at communicating the

philosophy of delivering safe products and promoting good driving for the overall safety of the

Hero Moto Corp customer. Hero Moto Corp cares for our safety--invited all Hero Moto Corp

owners to attend the Ride Safe program on October 27, 2011 at Delhi's India Gate lawns. This was

the first phase of the program, where three instructors from Japan demonstrated techniques of right

driving. In the second phase, Hero Moto Corp will communicate the launch of the 4S concept

(sales, service, spare parts and safety) at Hero Moto Corp dealerships. The focus of the third phase

will be to promote the launch of the Hero Moto Corp Safety Riding Promotion School, which will

have riding simulators and safety riding tracks

Hero will take the riding program-- where trained personnel will give riding tips to bike owners--

to over 100 dealerships across 90 towns.


Promotion in this sector cannot be like that in the Fast Moving Auto parts (Automobile) sector.

The promotions in this sector are like 0% finance schemes and other sort of things. The company

takes the services of many good and reputed advertising agencies like Reddifuusion, Lintas, sachi

& Sachi and others.

The company has also signed a kind of agreement with two celebrities just now to be their brand

ambassadors. Hero Moto Corp, a leading manufacturer of motorcycles, has roped in film actor

Hrithik Roshan and captain of Indian Cricket team Sourav Ganguly as its brand ambassadors for

three years till 2003.

At Hero Moto Corp , their goal is not only to sell the customer a bike, but also to help him at every

step of the way in making the correct riding decisions. Assisting him in making the right judgments

on the road, and helping him to choose the right helmet and other riding equipment.

Hero Moto Corp is enhancing the Advertising &Promotion budget by around 35 per cent from Rs

41 crore in 1999-2000. Apart from concentrating on mainstream Splendor-- the world's largest

selling bike-- and upscale CBZ motorcycles, Hero Moto Corp has identified ``soft areas'' like

services and spares parts for the purpose of intense communication. The creative account of Hero

Moto Corp rest with big names like Hindustan Thompson Association, Lintas, Sachi and Sachi

and so on. Hero Moto Corp is also planning a major campaign to re-launch the restyled step-thru

Street Smart. While customer references-- and not media strategy-- are expected to support the CD

brand sales, Hero Moto Corp will look at social areas -- like civic issues, association with Non

Government Organizations, contribution to greener causes-- for corporate communications.

The corporate campaign will be largely complemented by on-ground initiatives under the umbrella

brand of ``We Care'', incorporating activities in the arena of community services, safety and

services programs, tree-plantations and environmental-friendly projects.

In line with Hero's worldwide, safety riding program, this fiscal Hero Moto Corp Motors Limited

will take the riding programs-- where trained personnel will give riding tips to bike owners

SPORTS & ENTERTAINMENT


In sports promotions, Hero Moto Corp will stick to cricket (following title sponsorship of the

World Cup last year, it has signed a three-year contract for Hero-Hero-Salve Challenger Trophy)

and golf (it will continue with Hero-Hero Masters Golf).

Moreover, after a successful association with movies-- last year it signed “Pyar Mein Kabhi Kabhi

starring Dino M and Twinkle.

BAJAJ AUTO LTD

Positioning of Bajaj Auto in the Two Wheeler Industry

Bajaj Auto Limited (BAL) is currently India's second largest two wheeler and three wheeler

manufacturer. The core competency of Bajaj Auto Ltd is its technology and innovation. Both

DTS-i (Digital Twin Spark Ignition) and DTS-Fi (Digital Twin Spark Fuel Ignition) are

technological breakthroughs by Bajaj. BAL is also a pioneer in product innovation having

introduced technologies such as ExhausTEC (Exhaust Torque Expansion Chamber), LED Tail

Lamps, LCD Display, SNS, Spare parts (Tubeless tires, rear disc brakes), Black color scheme

etc.

There are several reasons why Bajaj should concentrate on its core segment, i.e. greater than

125cc segment. With the introduction of DTS-i and DTS-Fi technology, Bajaj Auto Limited has

led the way in pioneering technology along with style.

The Profitability Pyramid in Exhibit 4 shows that the margin is very low in the sub-125cc

segment but volumes are high. BAL wants to shift users from 100, 115cc segment to 125cc and

higher. Thus Bajaj not only wants to play on the margins but also wants to increase the market

share of 125cc bikes. With its recent launch of XCD 125cc, it has brought in competition for its

own 100cc model, Platina by delivering a bike that is better in all respects (including fuel

efficiency).

Thus, Bajaj wants to make a slow departure from 100cc segment. It has already stopped

production of the Discover 125 and will continue production of the Platina until the demand for

the 100cc remains. It has priced the XCD between the Platina and the Discover and in the future,

would ideally wish to project the XCD 125 as its base model.


Focus on Gearless Scooters

The market share of gearless scooters is increasing at a healthy rate. Bajaj is virtually absent in

this range that caters to the needs of women and families. Presently Honda, Hero Honda and

TVS are big players in this segment.

Entry into Four Wheeler Segment

Bajaj has entered into a joint venture with Renault-Nissan in the development of a small car

priced at $30004. This is a significant move because it directly competes with Tata NANO. Bajaj

has also displayed its small car prototype in the recently held auto expo. It promises double the

mileage as compared to any car in the economy segment and is also considering the option of

introducing Diesel and LPG variants. The four wheeler segment will also be able to hedge any

risk that might arise because of the two wheeler industry and would profit from retaining

consumers switching from two wheelers.

Scaling Up Service Centres

BAL needs to scale up its service centers both in numbers and in capacity. Keeping in line with

its growth target for the next 5 years, its service centers should not only cater to two wheelers

but should also be upgraded to cater to the needs of four wheelers that Bajaj plans to launch.

Focus on Easy Credit Lending

In the present economical crisis, Bajaj can utilize its subsidiary, Bajaj insurance in coming up

with schemes that will help consumers buy two wheelers on friendly terms.

Investment in Research and Development

We have already identified that the core competency of Bajaj is its R&D and investment in

technology. In order to increase market share and become the market leader, Bajaj needs to

invest heavily in R&D. They have to introduce efficient and powerful bikes as well as develop

alternate energy vehicles.


Focus on Exports and Global Market

Bajaj Electricals has already setup a manufacturing unit in China. As set up cost and export

costs are extremely cheap in China, we recommend the same strategy for BAL. By doing so,

Bajaj can utilize low cost exports.

Bajaj is not yet a global name. Considering the fact that it is one of the oldest two wheeler

companies and is doing very well in India, it should definitely target global markets. A

movement is seen in this direction since it is focusing on the British cult bike company, Triumph

as its target takeover. Triumph, given its niche positioning, cult brand image and strong product

line-up, is an attractive target for the Pune based firm.

Disbanding of Dedicated Sales Force for each Product Dedicated Sales Force for each Product

Because of the differentiation in the products that Bajaj currently possesses and is expected to

launch in the near future we recommend Bajaj to discontinue its current strategy of dedicated

sales force for each product line. This would eventually achieve synergies in selling thereby

leading to a reduction in costs.

ASHOK LEYLAND

LEYLAND NEXT TARGET MARKET: GEOGRAPHIC SEGMENT

The major concern of Leyland next is to capture all the district headquarters of the country resulting

in its coverage of almost all over the country.

LEYLAND NEXT TARGET MARKET: PSYCHOGRAPHICS

With new image Leyland next will provide to its buyers, owners will feel more confident and

proud considering that Leyland is an international organization with strong background resulting

driving Leyland next a status symbol. Also safety and comfort are big factors of considerations in

a consumers mind so Leyland by focusing on these factors will attract safety and comfort conscious

people. Seeing its potential, consumers will most likely shift to Leyland next.


LEYLAND NEXT TARGET MARKET: DEMOGRAPHICS

Primary Target market belongs to middle class, upper middle class and low earning income people

in society, falling in income bracket of below Rs. 50,000. Also the target will be people from 25 -

60year old who are major automobile buyers.

MARKETING MIX STRATEGIES

“Leyland next’s” marketing efforts will be based on the priority of expanding its market share and

increase the brand loyalty among buyer’s by achieving customer satisfaction.

Leyland is launching “Leyland next” at this particular time because of boom in the automobile

industry in India. The demand of cars for private usage is increasing a great deal but there are a

Few car production companies currently in the market. Leyland feels that there is a very good

opportunity to jump into the market at this time with a quality product and grasp a major share in

market.

PRODUCT STRATEGIES

The name of the car will be “Leyland next”. It should be a highly quality product focusing on

Three important parameters of economy, safety and comfort to compete the major competitors

In the market i.e. Suzuki and Toyota.

PACKAGING

Leyland next will be built on one standard size. It will be available in both colour types i.e. Metallic

and Non-Metallic. The colour range will be 5 major colours red, white, black, blue and green with

capacity to increase other colours on demand. The design of the car will be smooth and catchy.


TVS MOTORS

Marketing strategy:

. The company had huge demand in moped, scooter and only in premium motor cycle; so these are

volume key drivers in TVS motor company. The company is planning to build key model brand,

so company had planned to have sustain success in their products like Star, Victor and Apache.

These products had made brand image to maintain its success and these success made the company

to introduce the new products in the market. These are key volume drivers and their focus to sustain

their growth of the company.

TVS motors have decided to launch seven new vehicles at a time in the year of 2007, so this will

make the company as a young multinational company. This makes work for continues three years

to rollout all these seven products at a time. Within these seven vehicles, four of them are two-

wheelers and three are passenger three-wheeler vehicles. These products are various technologies,

design and new engine. TVS introduced CCVTi engine which reduce carbon- monoxide by 70%

which make green revolution and also introducing Fuel injection technology which consumes less

fuel. TVS motors first introduce the electric scooter due to increase in fuel price in India. These

are marketing strategies to cover imagination of people.

TVS continuous improvement in quality of products resulted in winning various quality awards

which brings more value for the customers. TVS offers 5-year warranty for Star vehicles, which

gives customers more preference. These customer satisfaction and quality are the one of major role

for marketing strategy. TVS dealers are using their own individual promotion plans to the final

buyers. The company advertises to the customers to provide offers to buy products where dealers

provide with sale promotion to the product now. The company offering more promotional plan

such as exchange offer, finance conveniences to the customers, free services, follow-up customer

for their services and complaints and other festival offers. These are various marketing strategy

promotions to customers for buying the products and giving excellent service to their products to

have sustained growth in market place.


CASE ANALYSIS ON MAHINDRA BLUE SENSE APP OF XUV500

Mahindra & Mahindra Ltd. (M&M), a part of the US $ 15.9 billion Mahindra Group, introduces

the first ever vehicle smart app for its global SUV, the XUV500. The Mahindra BLUE SENSE®

APP has been introduced on the XUV500 in India with a host of features. One can control features

of the infotainment system as well as see vital information related to climate control, TPMS (TYRE

Pressure Monitoring System), fuel statistics, etc.

The Mahindra BLUE SENSE® APP is supported on the XUV500’s W8 model and also provides

alerts and warnings related to various features including ‘door-open’, tyre pressure, ‘distance to

empty’, etc.

Through this application, XUV500 owners will be able to connect with their vehicle via Bluetooth,

get information about periodic maintenance, tune-in to their desired radio station and operate as

well as control the infotainment system using their Android devices, sitting anywhere in the

XUV500.

Mr. Rajan Wadhera Chief Executive – Technology, Product Development & Sourcing, Mahindra

& Mahindra Ltd said, “The Mahindra BLUE SENSE® APP, designed by Mahindra & Mahindra’s

Electronics team, is designed to take user experience to the next level

As per the calculations of company there are 41000 above

downloads has been done from play store for this app. But according to the survey which has

conducted by the officials less than 10000 people only is using the BLUE SENSE APP with all

upgrades. Rest of the people has not taken interest towards this app or majority of XUV owners

haven’t started the usage yet.

a) Customers responses and feedbacks to blue sense app

b) What kind of strategies can adopt to make the app popular among customers

c) What and all improvements can be added to this app

http://www.mahindra.com/What-We-Do/Automotive/Companies/Mahindra-and-Mahindra-Automotive-Division

http://www.mahindra.com/What-We-Do/Automotive/Products/XUV-500


ANALYSIS

Smart app by an Indian automotive manufacturer

The innovative Mahindra BLUE SENSE® APP connects with the infotainment system of the

XUV500 & can control features of the infotainment system. Vital information related to climate

control, alerts, TPMS (Tyre Pressure Monitoring System) etc can also be seen

The App is supported on Android phones and it is for W8 model of the XUV500

Android devices typically work like Remote from anywhere inside the XUV500

a) The mahindra blue sense app has mixed responses among customers who have used

it yet. But most of the customers agree with the fact that it is certainly an innovative

concept of mahindra & mahindra ltd. Whatever blue sense app provides nice user

interface.

Earlier mahindra & mahindra ltd had launched a “Tell tale app”

which has been downloaded more than 4000 XUV500 users in their android device.

But blue sense app has included more extra features than the previous

“Tell tale app”.

CUSTOMER RESPONSES

Most repeated complaints from the users

no upgraded apps are available in Google play store

always need to depend upon mahindra service centre for upgrading app

problems during climate control

It takes time to connect to car even after Bluetooth is connected

Problems while loading in kitkat version of android

Not compatible with windows 6 and windows 7

More improvements in controlling music system

Drain battery of phone too much. Even after closing it keeps running in background

Not compatible with Xperia phones


b) Several strategies can be adopt to make the app popular among customers

* inform the customers about the app during purchase only rather than letting them to know from

other users.

* Many of the automobile dealers of mahindra ltd have no idea still about this app. They are very

conscious in all area of sales and services. But apart from that they don’t have any idea about this

app .so let them to study about blue sense app also provide guidelines to explain it before

customers.

c) Still blue sense app requires improvements as per customer’s opinions.

Like a) add more controls like AC blower control

b) Upgrade the app during certain intervals with new features

c) More improvements while controlling music system

d) Add option to “save fm stations”

e) Make the app compatible with Windows 6 & windows 7 platforms


DATA ANALYSIS AND INTERPRETATION

1. Age group of the respondents (Table 1& graph 1)

Age No. of respondents Percentage

18-24 5 10%

25-34 16 32%

35-39 20 40%

40 above 9 18%

Total 50 100%

INTERPRETATION

Majority of the respondents belong to the age group of 35-40 years.

2) Gender of respondents (Table 2& graph 2)

0

20

40

60

18-24 25-34 35-39 40 above Total

No. of respondents

Percentage

Gender No: of Respondent Percentage

Male 45 90

Female 5 10

Total 50 100


INTERPRETATION

Majority of the respondents are males

3) Occupation of the Respondents (Table 3& graph3)

Occupation No. of respondents Percentage

Business 20 40%

Employee 8 16%

Govt. Employees 13 26%

Others 9 18%

Total 50 100%

INTERPRETATION

Majority of the respondents belong to business category.

0

50

100

Male Female Total

No: of Respondent

Percentage

0

10

20

30

40

50

60

Business Employee Govt.Employees

Others Total

No. of respondentsPercentage


4) Which is your favourite product in Mahindra& Mahindra? (Table 4& graph4)

Product No. of

respondent

Percentage

XUV 500 38 76%

Xylo 3 6%

Scorpio 5 10%

Bolero 4 8%

INTERPRETATION

Majority of the respondent chooses their favourite product as Mahindra XUV 500.

5) Are you satisfied with the Mahindra XUV 500? (Table 5& graph 5)

Satisfaction

level

No .of

respondents

Percentage

Satisfied 43 86%

Dissatisfied 7 14%

Total 50 100%

0

5

10

15

20

25

30

35

40

XUV 500 Xylo Scorpio Bolero

Series1

Series2


.

INTERPRETATION

Majority of the respondents are satisfied with Mahindra XUV 500.

6) If yes, what is your level of satisfaction in the following factors of Mahindra XUV 500?

(Table 6 & graph 6)

Factors

Highl

y

Satisfi

ed

Satisfi

ed

Neutr

al

Dissatisfi

ed

Highly

dissatisfie

d

Price 30 20 0 0 0

Quality 40 7 2 1 0

Comfort 38 9 1 2 0

Interior 39 8 3 0 0

Fuel

efficiency

36 11 3 0 0

0

10

20

30

40

50

60

Satisfied Dissatisfied Total

Series1

Series2

0

10

20

30

40

50

1 2 3 4 5

Price

Quality

Comfort

Interior

Fuel efficiency


INTERPRETATION

The satisfaction level of Mahindra XUV 500 is very high.

7) How long mahindra is taking to redress the complaint? (Table 7&graph7)

Redress of complaints No. of respondents Percentage

Less than one week 46 92%

1-2 weeks 3 6%

2-3 weeks 1 2%

More than 3 weeks 0 0%

Total 50 100%

INTERPRETATION

It is thus obvious that 92% of the respondents replied that the complaints were redressed by

Mahindra & Mahindra within a week.

0

10

20

30

40

50

60

Less thanone week

1-2 weeks 2-3 weeks More than 3weeks

Total

Series1

Series2


8) What is your perception towards Mahindra’s products comparing with their competitors?

(Table8 & graph 8)

Perception level of

Mahindra’s product

No. of respondents Percentage

Good 37 74%

Fair 9 18%

Poor 4 8%

Total 50 100%

INTERPRETATION

Majority (74%) of the respondents agreed that the position of Mahindra & Mahindra was good.

9) Are you satisfied with the sales promotion strategies of Mahindra’s products? (Table 9&

graph 9

Satisfaction on sales

promotion

No. of respondents

Percentage

Satisfied 30 60%

Dissatisfied 20 40%

Total 50 100%

0

10

20

30

40

Good Fair Poor

Series1

Series2


INTERPRETATION

Majority of the respondents (86%) satisfied with the sales promotion strategies of Mahindra &

Mahindra.

10) Popularity of blue sense Application: (Table 10 &chart 10)

No. of people %

Currently using 9 18

Once used then stopped 6 12

Not interested 20 40

Don’t know 15 30

Total 50 100

Interpretation

82% of people are not using blue sense application. They are the majority portion according to my

research. Only 18% of people are still using this app.

0

10

20

30

40

50

60

1 2 3 4

Satisfaction on salespromotion

Satisfaction on salespromotion No. ofrespondents

020406080

100120

NUMBER OF PEOPLE

%


FINDINGS

7 companies are leading the entire automobile industries of India

Among them TATA motors are the top seller

Mahindra & mahindra ltd have unique marketing promotional strategies

Each automobile company possess their own different marketing strategies

Maruti Suzuki takes care about producing vehicles for almost all age groups

customers think about quality rather than price

Hero motocorp arranges “safe road program” which provides riding decision

Mahindra blue sense application is not popular among customers

XUV500 is the favourite vehicle of respondents under mahindra automobiles

Mahindra servicing centres redress their customers complaints within 1 week only

SUGGESTIONS

Major portion of Indian population is belonging to middle class group. So I think companies

should have to think on this matter more

Companies can pay more attention towards pricing in order to explore more potential market

TV ads are playing big role in promotion. So companies can hire more TV ads in order to

explore large potential market

Hero safe road program is an entirely different promotional strategy. Other companies can also

arrange that kind of program as a marketing strategy.

Customers are still not aware about Mahindra’s blue sense application and its applicability’s.

More upgrades are necessary to this app to make it popular among customers


DETAILS OF WORK DONE IN 30 DAYS

The period of study or the research was from 15th July to 15th August. As per the guidelines of my

mentor I had to start my project from the above mentioned date.

First 5 days I spent to read books relating to the Indian automobile industry, name of the books

have mentioned in the bibliography. Although my topic was about marketing strategies, I didn’t

want to refer foreign author’s books. Because the authors of those books which I have referred

already been explained about several marketing strategies under Indian conditions.

After the reference, I started noting important points. Also started to search in Internet to gain more

information’s regarding Indian automobile industry and leading automobile companies of India.

A decision made later to do a case study on Mahindra blue sense application. Same week only got

permission to visit Mahindra showroom. Got an overall idea of blue sense app during the

interaction with The HR manager and discussed about the case that day only. He provided direction

to do the case analysis whenever I explained about the case.

Prepared questionnaire soon after finishing the case problem. Interaction with respondents chose

from the area familiar to me including my family members.

Interaction with staffs of the Mahindra show room and discussed about current competition in the

Indian automobile sector.

Started doing project work. Finished the work on 24th August.


EXPERIENTIAL LEARNING

The project was an entirely different activity of learning under my MBA graduation. Because what

I have learned in my first year was just theoretical knowledge of management. But during the

beginning of this semester only I started doing practical application of those theories, known as a

project. The teaching learning methodology of the coveted Bangalore University emphasise the

industry institute interaction with a view to prepare us- students for taking up corporate

assignments efficiently. Towards achieving this we are preparing the project.

• The project was helpful these ways: Increase in knowledge, growth in self-reliance, and

improved attitudes towards learning.

• Academic gains better than those generated by other models.

• Students involved in projects take greater responsibility for their own learning than during

more traditional classroom activities

• Opportunities to develop complex skills, such as higher-order thinking, problem-solving,

collaborating, and communicating

• Access to a broader range of learning opportunities in the classroom, providing a strategy for

engaging culturally diverse learners.

In other words Project-based learning is an instructional model that involves students in

investigations of compelling problems that culminate in authentic products. It grows out of

challenging questions that cannot be answered just by learning. Projects put students in an

active role such as: problem solver, decision maker, investigator, or documentarian. Projects

serve specific, significant educational goals; they are not diversions or adds-ones to the "real"

curriculum


CONCLUSION

Customers are the real king of the business world. To attract customers, a business

organisation has to follow certain marketing strategies. Because marketing strategies is the only

way to gain the attention of customers. The main purpose of this study is to know various

marketing strategies followed by leading Indian automobile company

This study concludes that Automobile industry has faced wide range of growths and

developments in its history. It had lot of improvements in almost all area. When it comes to India,

7 companies are leading Indian automobile industry. I.e. Tata, Maruti Suzuki, hero motocorp, TVS

motors, Ashokh Leyland, Bajaj, and Mahindra. Each and every company have their own marketing

strategies, which may vary from one company to another.

As per my case study, what I have done on Mahindra’s Blue sense application of XUV500

it was an innovative concept of mahindra automobiles. Also was an entirely new concept. But the

company failed to reach this innovative concept in the mind of customers. They were aware about

this app but haven’t shown the urge to use it. I n common words no one understand the necessity

or speciality of this app. This is happened only because of the lack of promotional strategies. The

company itself hasn’t shown any interest to make it popular among its customers. They don’t have

any ad on this also. So it hasn’t reached in the attention of many people.

So I can conclude that whenever a company take an initiative approach either in their

products or service that should be informed to each and every customer through advertisements.

Otherwise their efforts wouldn’t have luck to be a success.


BIBILIOGRAPHY

BOOKS:

Indian automobile industry an introduction- T.P. Rajmohan

Technology transfer in Indian automobile industry- Pramod kumar sahu

Mileage. Environmental rating of Indian automobile sector

Drivers of foreign direct investment in Indian automobile industry- jaswal shivani

INTERNET AND WEBSITE

www.mahindra&mahindra.com

www.enwikipedia.org


WORK DONE DIARY

Week Dates Work Carried out Initials of Co-

Guide

Signature of Faculty Guide

I 20/7/15 Collected

information

regarding Indian

automobile industry

and leading

automobile

companies and their

marketing strategies

II 5/8/15 Took decision to do

a case study on

Mahindra’s blue

sense app. Got

permission to visit

mahindra servicing

centre.

III 14/88/15 First visit to the

organisation.

Interaction with HR

manager and

discussed about the

case. Got ideas and

directions from him

IV 17/8/15 Interaction with

staffs of the

organization.

Discussed about the

competition of

automobile sector

under Indian

market. Collected

little more

information

regarding

Mahindra’s

marketing strategy


QUESTIONNAIRE

1) Age group of respondent

18-24 25-34 35- 39 40 above

2) Gender of respondent

Male Female

3) Occupation of respondent

Business Employee Govt. Other

4) Which is your favourite product in mahindra & mahindra ltd

XUV 500 Xylo Scorpio Bolero

5) Are you satisfied with Mahindra XUV 500

Satisfied Dissatisfied

6) How long mahindra is taking to redress the complaint

Less than one week 1-2 week

2- 3 week more than 3 week


7) What is your level of satisfaction in the following factors of Mahindra Vehicles?

Sl.

No

Factors

Highly

Satisfied

Satisfied Neutra

l

Dissatisfied

Highly

dissatisfied

1 Price

2 Quality

3 Comfort

4 Interior

5 Fuel

efficiency

8) What is your perception towards Mahindra’s products comparing with their competitor?

Good Fair poor

9) Are you satisfied with sale promotion strategies of Mahindra products.

Satisfied dissatisfied

10) Popularity of blue sense application

Currently using once used then stopped

Not interested don’t know

Project by rohith

Automotive

Transcript of Project by rohith