Sandeep Field Work
-
Upload
sandeep-singh -
Category
Documents
-
view
217 -
download
0
Transcript of Sandeep Field Work
-
8/6/2019 Sandeep Field Work
1/57
A FIELD WORK REPORT ONSALES AND SERVICES IN MAHINDRA AND MAHINDRA LTD
SUBMITTED BY
AMIT KUMAR MMM 2 nd SEM
YEAR 2009 2010
UNDER THE GUIDANCE OF
PROF. D.P AVSARIKAR MR.TAUQUIR KHANINTERNAL GUIDE EXTERNAL GUIDE
SUBMITTED TO
UNIVERSITY OF PUNEIN PARTIAL FULFILLMENT OF
MASTERS IN MARKETING MANAGEMENT
SURYADATTA INSTITUTE OF MANAGEMENT & INFORMATIONRESEARCH, PUNE 411030.
-
8/6/2019 Sandeep Field Work
2/57
Declaration
I, the undersigned Amit kumar, declare that the Field Work Report titled as, Sales
and Services in Mahhindra, submitted by me for partial fulfillment of Masters in
Marketing Management (MMM) is the original record of the Field Work carried out
by me during the period from 22 Dec 2009 to 6 Jan 2010, under the able guidance
of Mr.D.P Avsarikar and the same has not formed the basis for the award of any
degree, diploma, association, fellowship, titles in or for any other Statutory
University or Autonomous Institutions functioning in India or abroad imparting
higher education in Management.
Date: _________ Signature of the StudentPlace: Bilaspur Amit Kumar
MMM 2 nd SEMRoll No. 05
-
8/6/2019 Sandeep Field Work
3/57
Acknowledgement
At the start, I would like to express my sincere gratitude toMr.SWPNIL PATIL, my
Field Work guide from Sinhgad Institute of Management & Information Research,
Pune 411030 for successful completion of a Field Work in partial fulfillment of
Masters in Marketing Management (MMM) under his / her able guidance to allow
me to work on such an interesting subject. He / She provided me proper and correct
direction for completion of Field Work. His / Her continuous guidance during the
course of Field Work helped me in channelizing my efforts, quite appropriately.
I am also thankful toMr. TAUQUIR KHAN, Mahindra &Mahindra Ptv. LTD, for
guidance given and cooperation extended for carrying out the project.
I am also thankful to all the respondents and friends who have helped me to
conclude the contents of the Field Work in decent and presentable manner.
Date: _________ Signature of the StudentPlace: Bilaspur Sandeep Kumar Singh
MMM 1st SEMRoll No. 58
-
8/6/2019 Sandeep Field Work
4/57
Index
Chapter No. Title of the Chapter Page No.1 Introduction 3
2 Company Profile and Product Profile
(maximum 5 pages)3 Field Work Objectives, Methodology and Limitations
(maximum 5 pages)4 Data Collection, Analysis and Interpretation
(maximum15 pages)5 Findings, Conclusions and Suggestions
(maximum 5 pages)Annexure
(maximum 4 pages)Bibliography
(maximum 1 page)
INTRODUCTION
History of Mahindra:
-
8/6/2019 Sandeep Field Work
5/57
Mahindra & Mahindra Limited is part of the Mahindra Group , an automotive, farmequipment, financial services, trade and logistics, automotive components, after-market, IT and infrastructure conglomerate. The company was set up in 1945 asMahindra & Mohammed . Later, after the partition of India, Ghulam Muhammad returned to Pakistan and became that nation's first finance minister . Hence, the name waschanged from Mahindra & Mohammed to Mahindra & Mahindra in 1948.
Initially set up to manufacture general-purpose utility vehicles, Mahindra &Mahindra (M&M) was first known for assembly under licence of the iconic WillysJeep in India. The company later branched out into manufacture of light commercialvehicles (LCVs) and agricultural tractors , rapidly growing from being a manufacturer of army vehicles and tractors to an automobile major with a growing global market. At
present, M&M is the leader in the utility vehicle (UV) segment in India with itsflagship UV, the Scorpio (known as the Mahindra Goa in Italy). M&M is India'slargest SUV maker.
The time has gone when people just wanted to have vehicles as a means of
transportation but nowadays they are more aware about the vehicle model, their
price and various other features which make them owner of a commodity which
makes their neighbors feel envy of their choice. As India opened its gates for the
foreign companies various automobiles giants entered our country seeking it as their
target market. We Indians also got a wide variety of cars to choose from. Mahindraand Mahindra entered in India with a view to capture the small market segment
earlier captured mostly by two giant Indian companies- Mahindra Motors and
Maruti Udyog Limited. MR.PAWAN GOYANKA is the president of Mahindra
automobile ltd.
Mahindra and Mahindra is one of the company in which the Indians trust like
anything. It has diversified itself in a number of sectors gaining the trust and proving its competence in every such field. Mr.Vivek Nayer is the senior vice-
president of Mahindra and Mahindra Pvt.Ltd. Mahindra and Mahindra when come
up with Commander CDR segments it was welcomed by people in the same way as
it welcomed all its products. It had a wide choice of four wheelers to satisfy the
varied Indian choices. In the other hand Maruti also is said to capture the pulse of
Indian middle class by giving them their Maruti 800.To its wing it added many
other cars to competition to Mahindra and Mahindra motors.
http://en.wikipedia.org/wiki/Mahindra_Grouphttp://en.wikipedia.org/wiki/Ghulam_Muhammadhttp://en.wikipedia.org/wiki/Pakistanhttp://en.wikipedia.org/wiki/Finance_ministerhttp://en.wikipedia.org/wiki/Willys_MBhttp://en.wikipedia.org/wiki/Willys_MBhttp://en.wikipedia.org/wiki/Light_commercial_vehiclehttp://en.wikipedia.org/wiki/Light_commercial_vehiclehttp://en.wikipedia.org/wiki/Tractorhttp://en.wikipedia.org/wiki/Ghulam_Muhammadhttp://en.wikipedia.org/wiki/Pakistanhttp://en.wikipedia.org/wiki/Finance_ministerhttp://en.wikipedia.org/wiki/Willys_MBhttp://en.wikipedia.org/wiki/Willys_MBhttp://en.wikipedia.org/wiki/Light_commercial_vehiclehttp://en.wikipedia.org/wiki/Light_commercial_vehiclehttp://en.wikipedia.org/wiki/Tractorhttp://en.wikipedia.org/wiki/Mahindra_Group -
8/6/2019 Sandeep Field Work
6/57
Now these two companies even have to fight for their existence in this automobile
sector and had to produce in context of giving tough competition to the various
foreign companies. If we think about just these two companies they are also tough
competitor of each other since ages. They had always tried to give their customers
the products to cherish upon. There are products which are liked by the customersin India and worldwide.
In this context we are here to compare two premier models of these two auto
companies, which will give us the ultimat
e result of what the customer genre thinks about these two companies. This project
also thus deals with a comparative study of these companies with respect to their
own products in the small car segment.
As both the companies are eager to capture the small cars or you can say sports
utility vehicles (SUVs) segment of India which is mostly owned by the middle
class society of India.
CORE VALUES OF MAHINDRA
Our Core Values are influenced by our past, tempered by our present, and willshape our future. They are an amalgam of what we have been, what we are andwhat we want to be.
Good Corporate Citizenship
As in the past, we will continue to seek long term success, which is inalignment with our country's needs. We will do this without compromisingethical business standards.
Professionalism
We have always sought the best people for the job and given them the freedomand the opportunity to grow. We will continue to do so. We will supportinnovation and well reasoned risk taking, but will demand performance.
Customer First
-
8/6/2019 Sandeep Field Work
7/57
We exist and prosper only because of the customer. We will respond to thechanging needs and expectations of our customers speedily, courteously andeffectively.
Quality Focus
Quality is the key to delivering value for money to our customers. We willmake quality a driving value in our work, in our products and in our interactions with others. We will do it 'First Time Right' .
Dignity of the Individual
We will value individual dignity, uphold the right to express disagreement andrespect the time and efforts of others. Through our actions, we will nurturefairness, trust and transparency.
These values are the compass that will guide our actions, both personal andcorporate.
COMPANY PROFILE
FAMILY OF MAHINDRA
Mr. Keshub Mahindra Chairman of Mahindra & Mahindra Ltd.
Mr. Keshub Mahindra, Chairman of Mahindra & Mahindra Ltd., is a graduatefrom Wharton, University of Pennsylvania, USA. After joining the Company in1947, he became the Chairman in 1963. Over five decades, his continuousinvolvement has enabled the Mahindra Group to reach where it is today.
He is a well-known philanthropist who redefined corporate governance byeffectively channelizing funds into the social sector. He has contributedimmensely to the cause of building ethical corporations in India and is currently
a part of numerous prestigious organizations and committees. He was alsoappointed by the Government of India to serve on a number of Committeesincluding the Sanchar Commission on Company Law & MRTP; CentralAdvisory Council of Industries etc. Today, he is an icon, an inspiring businessleader and a distinguished corporate citizen that everyone looks up to.
-
8/6/2019 Sandeep Field Work
8/57
Mr. Keshub Mahindra is on the Board of Directors of the followingorganizations:
Chairman of Mahindra Holdings & Finance Limited, Mahindra Ugine SteelCompany Limited
Chairman of the Board of Governors of Mahindra United World College of India
Vice-Chairman of Housing Development Finance Corp. Ltd. Chairman of Kema Services (International) Private Ltd. Chairman, Tech Mahindra Foundation Chairman, Mahindra Holdings Limited Director in Bombay Burmah Trading Corporation Limited, The Bombay
Dyeing & Manufacturing Co. Limited, United World Colleges
(International), Ltd., UK, Rodal Investments Private Limited Pratham-IndiaEducation Initiative and Tech Mahindra Foundation.
He is a member of the following organizations & committees:
Prime Minister's Council on Trade & Industry, New Delhi
Apex Advisory Council - ASSOCHAM Founder Member - Indo-Hellenic Friendship League Founder Member of Governing Council, Integrated Research & Action for
Development (IRADe) New Delhi President - Centre for Research in Rural & Industrial Development Society,
Chandigarh Chairman, Governing Body, Centre for Research in Rural & Industrial
Development, Chandigarh President Emeritus - Employers' Federation of India
President of the Governing Council - University of Pennsylvania Institutefor the Advanced Study of India, New Delhi
Hon. Fellow - All India Management Association, New Delhi
-
8/6/2019 Sandeep Field Work
9/57
A diagram illustrating the structure of Indian automobile Industry
-
8/6/2019 Sandeep Field Work
10/57
-
8/6/2019 Sandeep Field Work
11/57
PRODUCT PROFILE
PRODUCT PROFILE:
In this category I had covered various models and ranges of sports utilityvehicles(SUV) under Mahindra motors with their basic features.
Different vehicles under Mahindra --------
(1)SCORPIO- In scorpio various models are like this
Scorpio- M2DiScorpio- LX
Scorpio -SLE
Scorpio -VLX
Scorpio VLX - (AT)
(2) BOLERO- In Bolero various models are like this
Bolero-Di (Turbo)Bolero- LXBolero-SLEBolero-SLXBolero-Diz
Bolero-plus
(3)Mahindra MAX- In max various models are like this
Maxi Truck Bolero pickup
(4)Mahindra Renault- In Mahindra Renault various models of logan are there-
LOGAN
-
8/6/2019 Sandeep Field Work
12/57
PETROL DIESEL
GLE(1.4) DLE(1.5)GLX(1.4) DLX(1.5)GLX(1.6) DLS(1.5)GLS(1.6) DLSx(1.5)
GLSx(1.6)
(5) Mahindra Commander- In Mahindra commander various models are-Mahindra commander
CDR
(6)Mahindra XYLO- In Mahindra xylo there are four models-Mahindra xylo-E2Mahindra xylo-E4Mahindra xylo-E6
Mahindra xylo-E8 (topmodel)
Individual details of every model
(1)BOLERO
MODEL EX-SHOWROOMPRICE(RS.)
ON- ROADPRICE(RS.)
DI 4,74,000 5,09,150SLE 5,41,249 5,78,122SLX 5,74,823 6,12,901
Some features of Bolero SLX
Engine 68 Horse power
(50.5kw)@4000rpmGround clearance 180 (mm)
Length,Width,Height 4080,1745,1880Brakes Front-Disc
Rear-Drum
-
8/6/2019 Sandeep Field Work
13/57
Clutch HydraulicWheelbase 2680 (mm)
Turning radius 5.4(m)Tyre 215/75 R15
Some other features of Bolero are like this 1. Power steering2. Power window3. Door open/seat belt warning4. Air condition5. Heater6. Central lock system7. Moulded roof 8. 12V charging point
Mahindra Bolero
Mahindra & Mahindra Limitedlaunched the second generationBolero in March 2007. The all-newsports-utility vehicle (SUV) comeswith refreshed looks and style. Theexteriors and interiors of the latestBolero have been designed in waythat will find appeal with the younger generation of car buyers in India. Theautomobile sports a host of newfeatures, which perfectly suit theneeds of Indian consumers. An off-road SUV, it delivers
uncompromising fuel efficiency andcommendable performance on city roads as well.
Engine New Mahindra Bolero is powered by 2523cc Turbo Charged DI (DirectInjection) diesel engine, which generates a power of 63.2 PS @ 3200 rpm and18.4 kgm of torque @ 1440-1500 rpm. The 2.5L engine is much more refinedthan its previous model. The good, low-end torque of Bolero allows a smoothride on gradients and bumpy roads.
Design&
Comfort
-
8/6/2019 Sandeep Field Work
14/57
Mahindra Bolero flaunts a new, sleek front grille and muscular bumper thataccentuate the appearance of its fascia. The rear side appears more sophisticated,with curved clear lens taillights. Adding to the appeal of the exteriors is the well-contoured door handles. Ergonomics in the cabin of the all-new Bolero have
been reworked to suit the present-day consumer's desire. Its plush bucket seats
offer a greater degree of comfort to the occupants.
InteriorsMahindra Bolero sports a trendy dashboard and instrument cluster. Theefficiency of the air conditioning system has also been improved. The audiosystem is integrated on the instrument panel in such a way that the controls arewithin easy reach of the driver. The new Mahindra Bolero comes packed withmany utility spaces. There are small storage areas for various passenger needs,which are neatly tucked away in the space-efficient central console.
Ride And Handling New Mahindra Bolero comes equipped with an advanced NGT 520transmission, along with synchromesh gears, which allow smooth gearshifts.The automobile's front suspension is built to withstand tough road conditions,while giving its occupants utmost comfort. A combination of disc and drum
brakes is used in the SUV, which facilitates smooth braking on all roadconditions. The wide radial tyres of Bolero ensure better road grip, safety andimproved handling.
SafetyMahindra Bolero comes equipped with anti-roll bars that help the vehicle hold to
-
8/6/2019 Sandeep Field Work
15/57
the ground even on the tightest bends. Its braking system prevents the locking of wheels on slippery roads. The new SUV also has a long wheelbase, which providesgreater stability to the automobile. The other safety features of Mahindra Boleroinclude central locking and seat belt/door open warning.
Variants, Price And Colour
The eight variants of new Mahindra Bolero are SLX, DX, DI, XLS, XL, Sportz,Invader and Camper. The SUV is available in five colors, including Apple Red,Fiery Black, Diamond White, Rocky Beige and Turf Green. The latest version of Mahindra Bolero is priced between Rs 4.60 lakh and Rs 5.61 lakh.
Technical Specifications of Mahindra Bolero
OverviewModel Bolero
Body Type SUV
Number Of Doors 5
Seating Capacity 7
Fuel Capacity 60 liters
Dimensions
Length 4056 mm
Width 1660 mm
Height 1860 mm
Wheelbase 2680 mm
Ground Clearance 180 mm
Minimum Turning Radius 5.4 m
Weight
Kerb Weight 1615 kg
Engine
Type 2.5L DI Turbo Diesel Number Of Cylinders 4
Displacement 2523 cc
-
8/6/2019 Sandeep Field Work
16/57
Transmission 5 speed, Manual
Max. Power 63.2 PS @ 3200 rpm
Max. Torque 18.4 kgm @ 1440-1500 rpm
Suspension
Front Suspension Independent with coil spring & anti-roll bar
Rear Suspension Parabolic leaf springs
Brake
Front Disc
Rear Drum
Steering Type Rack and Pinion, power assisted
Tyre Size 215/75 R15
(2) SCORPIO
Firstly I want to explain the details of Scorpio model of Mahindra.Scorpio was firstly introduced in Indian market in 2002, Scorpio with CRDeengine (with S2_2600 cc engine was introduced in 2005.
All new Scorpio launched with 43 new features 2006. Scorpio users launching with in HAWK 2007. Scorpio launching with automatic with (6) speed 2008. New Scorpio launching 2009
18 new Scorpio features - 2009
25 awards earned by Scorpio
New front fascia 18 new features New bonnet scope (low drag intake design) New signature front grill New multi - reflector head lamp and sporty sun ray design with new fog
lamp Road armor bumpers
New embossed side cladding New integrated footstep in rear bumper New dual tame O.R.U.Ms(mirror New chunky door handles Plus new dual tone uphold stray
-
8/6/2019 Sandeep Field Work
17/57
New seat with body pressure mapping New swanky 2 DIN audio New sporty gear lever knob Stylish new parking brake New digital immobilizer M.Hawk engine on entire range
Mahindra Scorpio
Manufacturer Mahindra and Mahindra Limited
http://en.wikipedia.org/wiki/Automotive_industryhttp://en.wikipedia.org/wiki/Mahindra_and_Mahindra_Limitedhttp://en.wikipedia.org/wiki/File:Mahindra_Scorpio_(124712558).jpghttp://en.wikipedia.org/wiki/Automotive_industryhttp://en.wikipedia.org/wiki/Mahindra_and_Mahindra_Limited -
8/6/2019 Sandeep Field Work
18/57
Also called Mahindra Goa (in Europe)
Production 2002present
Assembly Nasik , India
Class Sport utility vehicle
Body style(s) 4-door SUV
Engine(s)
2.1L Petrol 116 hp2.6L Turbodiesel 15 hp2.2L M-Hawk Turbodiesel 120 hp
Transmission(s) 5 speed man./6 speed Auto / optional 4-wheel drive
The Mahindra Scorpio (sold in some European countries as the Goa ) is a SUVmanufactured by Mahindra and Mahindra Limited . It is the first SUV from the companyfor the global market. The Scorpio has been successfully accepted in internationalmarkets where it has been recently launched.
The Scorpio was conceptualized and designed by the in-house integrated design andmanufacturing (IDAM) team of M&M. The car has been the recipient of three
prestigious awards - the "Car of the Year" award from Business Standard Motoring,the "Best SUV of the Year" by BBC World Wheels and the "Best Car of the Year"award, again, from BBC World Wheels .
The making of Mahindra Scorpio
Prior to the mid-nineties, M & M was an automobile assembly plant. The companyused to manufacture Willys Jeeps and its minor modified versions (modificationscarried out in India). In 1996, the company planned to enter the SUV segment with
an all new product which can compete globally. Since M & M didn't have theknow-how of making a new age product, they devised a whole new concept amongIndian auto companies. For their growth, the company roped in new executives suchas Dr. Pawan Goenka and Alan Durante who have worked in this industry inwestern countries.
The company broke the rule that says automakers must design, engineer and testtheir own vehicles spending millions of dollars in the process. The new MahindraScorpio SUV had all of its major systems designed directly by suppliers with theonly input from Mahindra being design, performance specifications and programcost. Design and engineering of systems was done by suppliers, as was testing,validation and materials selection. Sourcing and engineering locations were alsochosen by suppliers. The parts were later to be assembled in a Mahindra plant under the badge of Mahindra (as Mahindra is a well known brand among Indian in theMUV segment). The company built a brand-new vehicle with virtually 100 percent
http://en.wikipedia.org/wiki/Nasikhttp://en.wikipedia.org/wiki/Car_classificationhttp://en.wikipedia.org/wiki/Sport_utility_vehiclehttp://en.wikipedia.org/wiki/Car_body_stylehttp://en.wikipedia.org/wiki/SUVhttp://en.wikipedia.org/wiki/Internal_combustion_enginehttp://en.wikipedia.org/wiki/Petrolhttp://en.wikipedia.org/wiki/Turbodieselhttp://en.wikipedia.org/wiki/Turbodieselhttp://en.wikipedia.org/wiki/Transmission_(mechanics)http://en.wikipedia.org/wiki/Europehttp://en.wikipedia.org/wiki/Sport_utility_vehiclehttp://en.wikipedia.org/wiki/Mahindra_and_Mahindra_Limitedhttp://en.wikipedia.org/wiki/M%26Mhttp://en.wikipedia.org/wiki/BBC_Worldhttp://en.wikipedia.org/wiki/Wheels_(TV_series)http://en.wikipedia.org/wiki/BBC_Worldhttp://en.wikipedia.org/wiki/Wheels_(TV_series)http://en.wikipedia.org/wiki/Willyshttp://en.wikipedia.org/wiki/Jeephttp://en.wikipedia.org/wiki/Nasikhttp://en.wikipedia.org/wiki/Car_classificationhttp://en.wikipedia.org/wiki/Sport_utility_vehiclehttp://en.wikipedia.org/wiki/Car_body_stylehttp://en.wikipedia.org/wiki/SUVhttp://en.wikipedia.org/wiki/Internal_combustion_enginehttp://en.wikipedia.org/wiki/Petrolhttp://en.wikipedia.org/wiki/Turbodieselhttp://en.wikipedia.org/wiki/Turbodieselhttp://en.wikipedia.org/wiki/Transmission_(mechanics)http://en.wikipedia.org/wiki/Europehttp://en.wikipedia.org/wiki/Sport_utility_vehiclehttp://en.wikipedia.org/wiki/Mahindra_and_Mahindra_Limitedhttp://en.wikipedia.org/wiki/M%26Mhttp://en.wikipedia.org/wiki/BBC_Worldhttp://en.wikipedia.org/wiki/Wheels_(TV_series)http://en.wikipedia.org/wiki/BBC_Worldhttp://en.wikipedia.org/wiki/Wheels_(TV_series)http://en.wikipedia.org/wiki/Willyshttp://en.wikipedia.org/wiki/Jeep -
8/6/2019 Sandeep Field Work
19/57
supplier involvement from concept to reality for $120 million, includingimprovements to the plant. The product took 5 years to materialise from a conceptto the final product.
In April 2006, the company launched an upgraded Scorpio dubbing it the 'All- New' Scorpio. In June 2007, Mahindra launched a pick-up version in India known asthe Scorpio Getaway.
Exports
Mahindra Scorpio Pik Up (Getaway)
Popular Media
http://en.wikipedia.org/wiki/Pick-uphttp://en.wikipedia.org/wiki/File:Mahindra_Scorpio_(first_generation)_(front),_Kuala_Lumpur.jpghttp://en.wikipedia.org/wiki/File:Mahindra_Bilbao-_08_Marzo_30.jpghttp://en.wikipedia.org/wiki/Pick-up -
8/6/2019 Sandeep Field Work
20/57
The Scorpio was also used in the 2008 Academy Award film Slumdog Millionaire .
In one of its previous appearances in films, it was seen being outraced by Shah RukhKhan in an ordinary cycle rickshaw in Farah Khan 's 2004 bollywood super hit movie MainHoon Naa .
Safety
A new Mahindra Pick-Up model being introduced to Australia mid-09 will haveadditional safety features to the current model, such as ABS Brakes and Airbagswhich should elevate its rating to a minimum of 3 stars from the current 2 star ANCAP rating.
Future
Soon after the success of the Scorpio, Mahindra launched an upgraded Scorpio with
plush seats and rear centre arm rest, dual tone exterior colour and various minor changes.
At Auto Expo 2006, Delhi, Mahindra showcased their future plans on the Scorpiomodel by showcasing a Hybrid Scorpio with CRDe engine and a Scorpio based on a
pick-up truck. The Hybrid, the first such vehicle developed in India was developed by Arun Jaura, a former Ford employee. His senior, Dr. Pawan Goenka, a former GM engineer currently heads Mahindra's automotive division and looks after theoverall Scorpio project.
M&M today, 30th Nov 2007, launched a teaser campaign for the new model of Scorpio named m_Hawk on their official.
On April 14, 2008, Mahindra revealed a concept of a diesel-electric hybrid versionof their Scorpio SUV at the 2008 SAE World Congress.
21st Sep 2008 Mahindra launched latest Scorpio with 6 speed auto transmissiongears.
The Automotive Sector is the market leader in utility vehicles in India sinceinception and currently accounts for about half of Indias market for utilityvehicles with a product portfolio that ranges from rugged, mass-transport utilityvehicles to personal segment sports utility vehicles like the Scorpio.
In scorpio various models are like this - Scorpio- M2Di Scorpio- LX Scorpio -SLE
Scorpio -VLX Scorpio VLX - (AT)
http://en.wikipedia.org/wiki/Slumdog_Millionairehttp://en.wikipedia.org/wiki/Shah_Rukh_Khanhttp://en.wikipedia.org/wiki/Shah_Rukh_Khanhttp://en.wikipedia.org/wiki/Rickshawhttp://en.wikipedia.org/wiki/Farah_Khanhttp://en.wikipedia.org/wiki/Bollywoodhttp://en.wikipedia.org/wiki/Main_Hoon_Naahttp://en.wikipedia.org/wiki/Main_Hoon_Naahttp://en.wikipedia.org/wiki/Slumdog_Millionairehttp://en.wikipedia.org/wiki/Shah_Rukh_Khanhttp://en.wikipedia.org/wiki/Shah_Rukh_Khanhttp://en.wikipedia.org/wiki/Rickshawhttp://en.wikipedia.org/wiki/Farah_Khanhttp://en.wikipedia.org/wiki/Bollywoodhttp://en.wikipedia.org/wiki/Main_Hoon_Naahttp://en.wikipedia.org/wiki/Main_Hoon_Naa -
8/6/2019 Sandeep Field Work
21/57
MODELS OF SCORPIO
Model Variants Ex-showroom Price (Rs.)M2DI 6,87,843
LX Refresh 7,34,773SLE Refresh 8,,33,773VLX Refresh 9,33,773
VLX (AT) Refresh 10,12,773
SPECIFICATIONS OF SCORPIO:
Dimensions &Weights LX SLE VLX VLX(AT)
Overall length,mm 4495 (with open footstep)
Overall width,mm 1817 (excluding outside mirrors)
Overall height,mm 1975
Wheel base,mm 2680
Fuel Tank Capacity 60 ltrs
Turning CircleRadius 5.6 m for 2 WD
Max. GVW 2510 kg for 2 WD,2610 kg for 4 WDEngine
Type Type SZ CRDe4 stroke, Turbo-charged, Top mountedintercooled,Mhawk CRDe,4 stock,Intercooled, DI,Common RailDiesel Engine.
Cubic Capacity2179 cc
Max. GrossPower 120 bhp (86.7 kW) at 4000 rpm
Max. GrossTorque 290 Nm at 1800-2800 rpm
SuspensionsFront 2 WD Independent, Coil Spring, Anti Roll Bar,4 WD
Independent, Torsion Bar
-
8/6/2019 Sandeep Field Work
22/57
Rear Multi link,Coil springBrakesFront Brakes Front disc,Rear Drum,Disc and Caliper Type, Twinpot & Tandem
Booster with ABSRear Brakes Drum TypeWheels &TyresWheels Rim Size 6J x 15Tyres P 215 / 75 R 15 RadialGear BoxGear Box 5 Speed Manual /6Speed ManualTyresTyres P 235/70 R16,Radial Tubeless
FEATURES AND VARIANTS OF MAHINDRA SCORPIO
TECHNOLOGY LX SLE VLX VLX(AT)Mhawk engine Y Y Y Y
Micro hybrid tec _ _ Y _ 2 DIN music
system _ _ Y Y
Rain sensor _ _ Y YVoice assist system _ Y Y YElectrical operated
ORVMs _ Y Y Y
5-zone cushionsuspension Y Y Y Y
SAFETY LX SLE VLX VLX(AT)Collapsible steering coloum & sideintrusion beams Y Y Y Y
Crash protection crumple zone & childlocks Y Y Y Y
Fire retardant upholstery Y Y Y YTubeless tyres Y Y Y Y
Anti-lock braking system(ABS) _ Y Y Y
-
8/6/2019 Sandeep Field Work
23/57
STYLE LX SLE VLX VLX(AT)
Alloy wheel _ _ Y Y
AIR dams & mud flaps _ Y Y Y
Illuminated spoiler Y Y Y YRoof top ski- racks Y Y Y Y
Full wheel caps _ Y _ _
Cladding _ coloured coloured Coloured
Sporty bonnet scoop _ _ Y Y
COMFORT LX SLE VLXVLX(AT)
Middle row sliding seat(only in 3-seater) _ Y Y Y
Central armrest on 2 nd row seat _ Y Y Y
Individuall armrest on 1 st row seat _ Y Y Y
Tiltable steering Y Y Y Y
Heating ventilation & ac with rear
ventsY Y Y Y
Electrically operated ORVMs _ Y Y Y
Swivel interior lamp _ Y Y Y
CONVENIENCE LX SLE VLXVLX(AT)
Power steering Y Y Y Y
Power window Y Y Y YCentral locking Y Y Y YSpecially designed spaces for storage
on central bezel,ip & consoleY Y Y Y
Air extractor Y Y Y YMobile charging facility for the
middle and front seatsY Y Y Y
Intelligent front wiper _ _ Y YRear wash & wipe _ Y Y Y
Side step Y Y Y YHeadlamp levelling switch & fuel
lid opener Y Y Y Y
-
8/6/2019 Sandeep Field Work
24/57
(3) MAHINDRA XYLO
Mahindra has recently launched the Xylo, perhaps the most complete car withluxury comforts to enter the Indian market with everything that todays sedansoffer and much more. Available at 57 select Mahindra dealerships in January andanother 44 dealerships from February, the XYLO price range starts at Rs.6,24,500.
While the world-class Scorpio (declared to be the Car of the Year by CNBCAutocar, BBC Wheels and Business Standard Motoring) is the Automotive
Sectors current flagship, it has many more products that have made it popular with individuals and institutions in India and the world. The Automotive Sector
of the Mahindra Group is currently present in the multi-utility vehicle, lightcommercial vehicle and three-wheeler segments. Now, with its joint ventures, itwill have a presence in the passenger car and the medium and heavy commercial
vehicle segments too.
FEATURES OF MAHINDRA XYLO
-
8/6/2019 Sandeep Field Work
25/57
FEATURES E8 E6 E4 E2Ski rack - Yes(opt) - -
Outside rear view mirror
Electric(bodycoloured)
Electric(bodycoloured)
Stalk(black) Stalk(black)
Fog lamps Y Y - -Rear fog
lampsY Y - -
Wheel covers/ alloys
Y-ALLOY Y-caps Y-caps No-silver painted
Handles &outside rear
View mirrors& footstepend caps
Coloured coloured uncoloured Uncoloured
Rear wash &wiper(rear
wiper)
Y Y Y Y
Comfort &conveniences
HVA Y Y Y YSurroundcool dual
ACs
Y Y Y Y
Power steering
Y Y Y Y
Puddle lampon front &rear door
Y Y - -
Keyless entry Y Y Y -Centrallocking
Y Y Y Y
Illuminationring
Y Y Y Y
Power window
Y Y Y Y
SWOT Analysis
Strengths: Trust people are having in the brand name Mahindra motors.
Strong relationship with dealers.
-
8/6/2019 Sandeep Field Work
26/57
Number of authorized service stations is in good number than that of competitors.
Product is based on M-HAWK and CRDe engine which are alreadysuccessfully running on roads.
Most of the market is credit driven so, easy finance provided by MahindraMotors (Mahindra finance) itself and others is an edge over competitors.
Stylish when compared to Tatas product.
More spacious than Tatas product.
Safer than Tatas product.
The size of fuel cylinder is large. Therefore, to go less number of times to a
petrol pump for filling.
Weaknesses: Dealers are selling vehicles at different prices in a single city.
Changing of original parts by dealers .
Types of MRF are used. MRF is not having a very good claim processingsystem. Claim processing is carried out only twice a week.
Average is less than that of Tatas product.
Maintenance cost is high.
Vehicle is out of the reach of middle class because initial starting price of Mahindra sports utility vehicle is above 4 lakhs.
Rising cost of raw materials resulting in low margins. Therefore discountscant be offered.
Opportunities: Improving road infrastructure.
Standard of living of country people are improving day by day because of increasing per capita income, so there is a chance of spreading the business in
every nook and corner of the city. Lenient norms for generation of permits.
-
8/6/2019 Sandeep Field Work
27/57
Threats: Demand contraction due to market upheaval.
Strong presence of Tatas product, Marutis product
Training at Mahindra and Mahindra Motors
The main objective of the Winter training at Mahindra and Mahindra motors
was to conduct a market research, and to suggest some data backed
recommendations which on implication should provide the results desired by the
company.
Apart from the research work Mahindra and Mahindra motors gave me a
valuable opportunity by making me aware to the current competitive word.
Along with the research my responsibility also included, making the customer
aware of the product that is SCORPIO M-hawk and Mahindra XYLO.
In the process of this I also managed the sales and marketing of the product.
For this first the target customers were identified, which were mainly hospitals,
manufacturing firms, schools and all the other organizations where there couldhave be a possible requirement of the vehicle.
Next, their mail address were attained via using internet and a self prepared
mailer (letter including key features and strengths of the vehicle) along with the
brochure of the vehicles was send to them by post.
Tele calling was done, as the next step, to those organizations where the
mailers were sent and the requirement of the vehicle was checked, along with thistheir opinion about the product were also taken.
A database of all such calls was made and the customers who were interested
in buying, as well as those who could be convinced, were sorted out of the list.
Then appointments were fixed with those people and product demos were given to
them, so as to satisfy the slightest of the query, if they had any.
And then these customers list were given to the sales persons of the dealer, for further processes.
-
8/6/2019 Sandeep Field Work
28/57
To perform all this, a complete knowledge of the product was required as well
as the complete knowledge of the competitor products was a must for having an
edge, so as to convince the customer.
To understand the rival products and their marketing strategy, I did mystery
shopping with all the other competitors dealers as a customer. This provided mewith the complete information and the correct marketing techniques to convince
customers to by my product of Mahindra and Mahindra.
To enhance my knowledge about Scorpio and Xylo personally also met few
customers which were already having winger, and took the product feedback (one
such is attached in appendix). This gave me the exact position of my product and I
got to know certain other points on which I can convince the customers, which
previously I was not aware of.
I am glad that I received a chance to have this kind of learning experience.
Mahindra and Mahindra motors has thought me a lot, I practically experienced
various concept of marketing and human resource and above that I experience those
concepts which are neither thought in classes nor written in book.
To know them one has to stand in the market, and Mahindra motors gave that
very opportunity to stand in the market and to learn. I am determined to carry these
learning forwards and apply them to the organizations; I will be associated in future.
LESSONS IN PRIYADERSHI PVT. LTD. RELATED TO CUSTOMERS
(MAHINDRA AND MAHINDRA MOTORS PVT. LTD.)
1. Always show the customer that he is benefited and try to give them good and
healthy service in the organization.
2. Always show the customer that you are solving his queries related to the
product fast and in a short period of time.
3. Every stair has its limit .The levels of management are like stairs .If you are
unable to solve the quarries or problems of the customer just shift it to your
seniors or the person sitting above you.
-
8/6/2019 Sandeep Field Work
29/57
4. Tell the attributes of the product in a simple and understandable way. They
must be aware about each and every attributes of the products .Frankly
speaking give your best dealing with your potential customer.
5. Always try to convince your customer so that you can stop them to shift to
others.
CUSTOMER HANDLING IN PRIYADARSHI MOTORS PVT.LTD.
1. Firstly customers are allowed to sit in customer lounge.
2. Then they are offered water and tea.
3. After that a sales executive starts interacting with the customer and on
the basis of his demand the sales executive makes him aware of the
attributes of that demanded product or vehicle.
4. After that the customer had to fill the CDIF which stands for customer
detail inquiry form .
5. This for includes all the details related to the customer-name, fathers
name, address, contact number and other information.
6. It also includes the follow up part in which you have to write down the
response given by the customer when you interact with them.
7. This form also includes the customers remark which is given after your
observation on the first meet with them.
8. After the filling of CDIF vehicle order taking form are filled .if the
customer needs the quotation of a particular model then it is provided
by the sales executive.
A product to be successful in the market needs the prospective customers to be
aware of the product. Consumer awareness about their products is the companys
one of the primary objective which makes the company to end up at advertising.
They invest a lot of money in creating consumer awareness about their newly
launched and existing products.
-
8/6/2019 Sandeep Field Work
30/57
-
8/6/2019 Sandeep Field Work
31/57
A research design is the arrangement of conditions for collections and
analysis of data in a manner that aims to combine relevance to the research
purpose with economy in procedures .
It is a descriptive cross sectional design .It is the conceptual structure with in which
research is conducted; it constitutes the blueprint for the collection, measurementand analysis of data .It is needed because it facilitates the smooth sailing of the
various research operations, thereby making research as efficient as possible
yielding maximal information with minimal expenditure of effort, time and money.
In the preliminary stage, my research stage constituted of exploratory study by
which it is clear that the existence of the problem is obvious .So, I can directly head
for the conclusive research.
Research & Development:
Research provides the much-needed inspiration for the birth of new ideas, which in
turn breathes new life into products. World-class automotive research and
development are key factors that contribute to the leadership of the Company.
Sampling Plan
Sampling plan is a distinct phase of research process. In this stage I have to
determine who is to be sampled, how large should be the needed sample and how
sampling unit is to be selected.
Population
In my research, I have defined my population as a complete set of customers of
Patna City.
Sample Survey
As compared to census study, a sample study has been conducted by us because of:Wide range of population, it was impossible to cover the whole population
Time and money constraints.
-
8/6/2019 Sandeep Field Work
32/57
-
8/6/2019 Sandeep Field Work
33/57
The collected raw data was then edited and coded by the researchers to
eliminate errors and to assign data to pertinent categories. The data was then
tabulated and presented with the help of bar diagrams and pie charts.
The research problem:The problem formulation is the first step to a successful research process. The
project undertakes the problem of analyzing the brand awareness and market
potential of the various product of Mahindra and Mahindra.
The problem deal in the project is to explore the unnoticed opportunities those exist
in the market.The research objective:
To identify the effect of various product of Mahindra and Mahindra.on minds
of the targeted segment.
Customers preferences, buying attitude and the product image of various
product of Mahindra and Mahindra.
To identify the potential customers for various product of Mahindra and
Mahindra..
To check their awareness about the product.
To check the market communications efficiency of various product of
Mahindra and Mahindra. .To check which vehicle is the major competitor in segment targeted and devise a
promotional strategy to position various product of Mahindra and Mahindra in the
market mainly in the Patna city.
The research design:
The research design used in the project is Exploratory Design.
-
8/6/2019 Sandeep Field Work
34/57
The investigation is carried upon the organizations of the Patna city. The reason for
choosing this design is to get responses from the customers so that the company
could discover new ideas trough their response.
The data source:The source of the data has been according to the segment which mainly includes
interviews of owners or decision makers of the families with the help of pre drafted
questionnaire.
Interview method was more preferred in the collection of data.
The area of work:
The field work was conducted in the Patna city only.The people of each location were explored and the area covered were mainly
Danapur cantt, Bali road,, Shastri Nagar, Kankarbagh , Maner, Vijaynagar, Jagdeo
path and Rajendra nagar.
Data collection method:
This research process based on primary data analysis and secondary data analysiswill be clearly defined to meet the objectives of the study.
I chose the primary sources to get the data. A questionnaire was designed in
accordance with our mentor in Priyadershi Motors pvt .ltd. . I chose a
sample of about 30 corporate customers around the Danapur (Patna) City
from which I can get the instant information of whose analysis will give methe desired outcome of my research project.
I had collected some data from the secondary sources like published
Company documents, internet etc.
The data collection method used is primary data source. It was done by collection
of information from the respondents by me.
The method of gathering information is
-
8/6/2019 Sandeep Field Work
35/57
Survey Method i.e. through structured questionnaire
Observation
The analytical tool used: The analytical tool used is the I.T. statistical tool Micro Soft Excel.
The analysis is done by using charts, tables and graphs.
The sample size and design:
The sample size consists of 30 people.
The sample design was purposely chosen as convenience sample design.
In this kind of research of making people aware of the various product of Mahindra
and Mahindra.
The tempo stands were visited and the customer visiting the showroom were
interviewed to identify the potential of various product of Mahindra and Mahindra.
as public transportation.
Limitations of the survey:
Though, best efforts have been made to make the study fair, transparent and error
free, yet there might be some inevitable and inherent limitations. Although outright
measures are undertaken, to make the report most accurate, some inadvertent errors
might have crept in and suggestions to improve or eliminate the same are most
welcome.
The limitations of the survey are narrated below:
The project is valid for the predefined area of work (Patna city) only.
There may be some biased response from the respondents. Some respondents did not provide the full data.
Due to different RTO norms of Patna as well as Bihar, the response of people
might differ from those of other cities and states, if any.
-
8/6/2019 Sandeep Field Work
36/57
MAHINDRA & MAHINDRA LTDJ.J Complex,Boaring Road,Patna
CUSTOMER ENGAGEMENT:LISTINGQUESTIONNAIRE
Respondent Name...Address:OccupationMobile no:Nearest landmark:...
(1): Owning a sporty utility vehicle
Ans. Sample size = 30CATEGORY NO.OF PER(%)
RESPONDENTYES 30 100%
NO 00 00%
0
5
10
15
20
25
30
NO.OF RESPONDENT
YESNO
DATA INTERPRETATIONIn this customer survey every customer had vehicle
-
8/6/2019 Sandeep Field Work
37/57
(2): Vehicle owned by respondent :-
Ans. Sample size = 30VEHICLE NO.OF RESPONDENT Percentage%Mahindra 08 26.5%
Toyota 01 3.4%Maruti 12 40%Ford 01 3.4%
Honda 01 3.4%Chevrolet 00 00%
Skoda 01 3.4%
Hyundai 01 3.4%Tata 05 16.5%GM 00 00%
0
2
4
6
8
10
12
NO.OF RESPONDENT
MahindraToyotaMarutiFordHondaChevroletSkodaHyundaiTataGM
DATA INTERPRETATIONIn the current market survey I had analyzed that 26 % of respondent have Mahindravehicle. The maximum number of respondent is of Maruti (40%) which is near about double of Mahindra. On second rank Tata is there with approx 17 % of respondents.
-
8/6/2019 Sandeep Field Work
38/57
(3) Purchase the vehicle for the first time :-
Ans. Sample size = 30CATEGORY NO.OF RESPONDENT PERCENTAGE (%)
YES 21 70%
NO 09 30%
0
5
10
15
20
25
NO.OF RESPONDENT
DATA INTERPRETATIONIn the current market survey I had analyzed that 70% of respondent have purchasedvehicle first time. it was so because of increasing income , affordable price, comfort,raising standard of living and other reasons.
-
8/6/2019 Sandeep Field Work
39/57
(4) You had replaced or buyed a vehicle :-
Ans.Sample size =30
CATEGORY NO. OFRESPONDENTS
PERCENTAGE (%)
0-3 YEARS 18 60%
3-6 YEARS 09 30%
6 YEARS 03 10%
02468
1012141618
NO. OF RESPONDENTS
0- YEARS
3 YEARS6
YEARS
DATA INTERPRETATIONIn the current market survey I had analyzed that most of the respondent (about 60%)had replaced or purchased a vehicle within 3 years.
-
8/6/2019 Sandeep Field Work
40/57
(5) Bought a vehicle because of :-
Ans. Sample size = 30
CATEGORY NO. OFRESPONDENTS PERCENTAGE(%)
Increase in disposable income 03 10 %
Reduced risk of accidents 00 00 %
Family needs 17 56.6 %
Increase in family size 04 13.4 %
Suit your life style & personality 06 20 %
Others 00 00 %
0
2
4
6
8
10
12
14
16
18
NO. OF RESPONDENTS
Increase in disposa
incomeReduced risk of
accidentsFamily needs
Increase in familsize
Suit your life stylepersonality
Others
DATA INTERPRETATIONIn the current market survey I had analyzed that approx 57 % of the respondentshad purchased the vehicle because of family need. About 20 % of people had
purchased the vehicle because of their life style and personality and approx 14 % because of big family size.
-
8/6/2019 Sandeep Field Work
41/57
(6) Buyed existing vehicle :-
Ans .Sample size = 30
CATEGORY NO.OFRESPONDENT PERCENTAGE(%)
Affordable price 06 20 %Comfort 12 40 %
Value of money 01 3.3 %After sales service 07 23.3 %
Technical superiority over comp. 00 00 %Manufactures image 00 00 %
Safety 04 13.3 %Other 00 00 %
0
2
4
6
8
10
12
NO.OF RESPONDENT
Affordable price
Comfort
Value of money
After sales service
Technical superioover comp.Manufactures im
Safety
Other
DATA INTERPRETATIONIn the current market survey I had analyzed that approx 40 % of the respondentshad purchased the vehicle because of comfort. About 23 % of people had purchasedthe vehicle because of good after sales services and 20 % because of affordable
price.
-
8/6/2019 Sandeep Field Work
42/57
(7). Advice given to purchase vehicle :-
Ans. Sample size =30
CATEGORY NO. OFRESPONDENT PERCENTAGE (%)
Friends 08 26.6 %Family members 12 40 %
Car owners 03 10 %Automobile expert 03 10 %
Dealers 04 13.4 %Any other 00 00 %
0
2
4
6
8
10
12
NO. OF RESPONDENT
Frien
Familymembers
Carowners
Automobile exp
DATA INTERPRETATIONIn the current market survey I had analyzed that approx 40 % of the respondentshad purchased the vehicle because of family members advise. About 27 % of peoplehad purchased the vehicle because of friends advice and 14 % because of dealersadvice.
-
8/6/2019 Sandeep Field Work
43/57
(8) Major decision maker in family for buying the vehicle :-
Ans...CATEGORY NO.OF RESPONDENT PERCENTAGE(%)
Parents 08 26.7 %Spouse 04 13.4 %
Self 14 46.7 %Children 02 6.6 %
Everybody 02 6.6 %
0
2
4
6
8
10
12
14
NO. OF RESPONDENT
ParentsSpouse
Self ChildreEveryb
DATA INTERPRETATIONIn this market survey I had analyzed that in most of the family, decision regardingvehicle are taken by the customer himself .About 27 % decisions are taken by
parents or we can say head of the family.
-
8/6/2019 Sandeep Field Work
44/57
(9 Sources of information about various vehicles in the market :-
Ans.. Sample size =30
SOURCES NO.OFRESPONDENT PERCENTAGE(%)
Newspapers & magazines 06 20 %Television 13 43.3 %
Words of mouth publicity 05 16.6 %Dealers 03 10 %
Test drives and promotional comp. 01 3.3 %
Others 02 6.6 %
0
2
4
6
8
10
12
14
NO.OF RESPONDENT
Newspapers &magazines
Television
Words of mouth publicity
DealersTest drives andpromotionalcomp.
Others
DATA INTERPRETATIONIn this market survey I had analyzed that the source of information to collect theinformation about various vehicles in the market is the source of television which isnear about 43.3 % and on second rank is newspaper and magazines which is near about 20 %.
-
8/6/2019 Sandeep Field Work
45/57
(10) Sources of finance of existing vehicle :-
Ans..Sample size =30
SOURCES NO.OFRESPONDENT PERCENTAGE(%)
Personal resources 14 46.7 %Bank loans 09 30 %
Company loan 03 10 %Financial institution 03 10 %
Others 01 3.3 %
0
24
6
8
10
1214
NO.OF RESPONDENT
Personalresources
Bank loans
Companyloan
Financialinstitution
DATA INTERPRETATIONIn this market survey we came to know that about 47 % of financing done bycustomers are by their personal resources.the percentage of bank loan for source of finance is 30 % and that of company loans is 10 %.
(11) Buying sports utility vehicles these days :-
-
8/6/2019 Sandeep Field Work
46/57
Ans.. Sample size =30CATEGORY NO.OF
RESPONDENTPERCENTAGE
(%)Maneuverability in traffic condition 02 6.6 %
Self esteem 03 10 %Looks 12 40 %
Comfort 13 43.4 %
0
2
4
6
8
10
12
14
NO. OF RESPONDENT
Maneuverabilityin traffic condition
Self esteem
Looks
Comfort
DATA INTERPRETATIONIn this market survey we came to know that about 43.4 % people buy SUVs
because of comfort. Near about 40 % because of looks and 10 % because of self esteem.
(12) Warranty and safety standards important in buying behaviour :- Ans..
Sample size =30CATEGORY NO.OF RESPONDENT PERCENTAGE
(%)
YES 27 90 % NO 03 10 %
-
8/6/2019 Sandeep Field Work
47/57
0
5
10
15
20
25
30
NO.OF RESPONDENT
Y N
DATA INTERPRETATIONIn this current market survey I had analyzed that 90 % person purchasesports utility vehicle because of safety and warranty.
(13) The best after sales services :-Ans..
Sample size = 30
VEHICLE NO.OF RESPONDENT PERCENTAGE(%)
Mahindra 11 36.9 %Toyota 01 3.3 %Maruti 07 23.4 %Ford 02 6.6 %
Honda 02 6.6 %Chevrolet 01 3.3 %
Skoda 02 6.6 %Hyundai 01 3.3 %
Tata 02 6.6 %
-
8/6/2019 Sandeep Field Work
48/57
GM 01 3.3 %
0
2
4
6
8
10
12
NO. OF RESPONDENT
MahinToyotMarut
FordHon
ChevrSkod
HyundTata
GM
DATA INTERPRETATIONIn this current market survey I had analyzed that most of the customers aresatisfied with the after sales service of Mahindra (its about 36.9%) and onsecond rank is Maruti(its about 23.4 %).
(14). In future vehicle preferred first :- Ans.. Sample size = 30
VEHICLE NO. OFRESPONDENTPERCENTAGE
(%)Mahindra 11 36.7 %
Toyota 06 20 %Maruti 02 6.7 %
Ford 03 10 %Honda 02 6.7 %
Chevrolet 01 3.3 %Skoda 01 3.3 %
Hyundai 03 10 %
-
8/6/2019 Sandeep Field Work
49/57
Tata 01 3.3 %GM 00 00%
0
2
4
6
8
10
12
NO. OF RESPONDENT
Mahi
Toyo
Mar
Ford
HoChevr
Sko
Hyun
Tata
G
DATA INTERPRETATIONIn this current market survey I had analyzed that in future approx 37 % of thecustomer want to go with Mahindra and 20 % customers preferred Toyotathat means there is a tuff competition between both of this brand.
DATE SIGNATURE.
FINDINGS
It was a great experience to accomplish this project which gave us a lot of information about the MAHINDRAs brand image and the customers awarenessand the satisfaction level of them towards its products.
These findings are as follows:-Almost all the business persons, leaders, army retired persons, some schools
purchased Mahindras products because of the following reasons.
(1) Providing transportation facilityIn this category it was found that most of the people purchase Mahindra for
the purpose of business and transportation.
-
8/6/2019 Sandeep Field Work
50/57
(2) Increase in disposable incomeIt was analyzed that most of the customer demanded Mahindras product
because of increase in their disposable income or in other words you can say because of increase in their purchasing power.
(3) Reduced risk of accidents
Risk and uncertainty is always there when you are travelling on road, so to reducerisk of accident most of the customer purchased Mahindras product.
(4) Family needsIt was analyzed that most of the customer demanded Mahindras product because of family needs.
(5) Increase in family sizeBecause of increase in family size people purchase SUVs.
(6) Suit your life style & personalityRiding on a vehicle higher our dignity and also changes our life style and
personality because of this also people demand SUVs.
(7) Security and safetyRisk and uncertainty is always there when you are travelling on road, so to reduce
risk of accident most of the customer purchased Mahindras product.
CONCLUSIONS
It was a great experience to accomplish this project which gave us a lot of
information about the MAHINDRAs brand image and the customers awareness
and the satisfaction level of them towards its products. The whole training
comprises of following activities:-
Getting familiar with the products of Mahindra in SUVs range through the
study of brochures.
-
8/6/2019 Sandeep Field Work
51/57
Getting some basic technical knowledge about the vehicles and their parts,
basically about the engine and internal features of various sports utility
vehicles under MAHINDRA motors.
Forward & backward level of information gathering.
Understanding of the buying or purchasing behavior of customers.
Visiting the different towns of Patna city to promote the product.
Gathering the information through questionnaires.
Identifying the potential financier.
Contacting the customers again to influence them to buy the product by
providing commercial loan.
Sales of the product with the help of dealership.
SUGGESTIONS
On the basis of the whole study and all the observations, I have tried to find someways which would be helpful to increase the sale of the product.As far as I think, to sell various company products the company must focus on itstarget customer who is the concerned person of the management of thefamily,schools,collages,leaders,retired persons, business persons and there are onlytwo ways by which they can be influenced. These two ways are:-
Influence them directly
Make them compulsive to buy various company products the company by
some indirect pressure
-
8/6/2019 Sandeep Field Work
52/57
There are following ways by which Mahindra motors can influence themdirectly :-
1. By running various campaigns inviting the school-collages
managements,family,business persons management to come up and be
familiar with the product.
2. Company can organize any sort of test driving facilities or road shows so that
people can be aware of various vehicles under Mahindra and Mahindra.
3. There should be a regular visit in the institutions and customers who had
already purchased the company products, so that the customers should remain
in touch with the company.
4. There should be free company products service campaign in different areas
of city
5. Mahindra should sponsor some charity shows, NGOs, schools-collages to
make the people more aware about the products attributes and ranges.
Recommendations
Mahindra and Mahindra Motors is a company which is maestro in its field, but
there are some recommendations which I will like to give to even perform it better.
This project was about to study the customer orientation toward various
vehicles of Mahindra and Mahindra motors, many of the customers
complained about the mileage given by Scorpio is quite less than that of Tata
-
8/6/2019 Sandeep Field Work
53/57
safari . The mileage given by that of Mahindra Scorpio is 12.3km/lit and that
of Tata safari is 13.3 km/lit. The customers who use this car for their
business purpose get effected by this shortcoming. So for this case they prefer
Maruti-Alto belonging to the same price range as the price of petrol is also
shooting up.
Many customers complained about the advertisement shown for Mahindra
XYLO, which they called to be a confusing one. The advertisement didnt
showed clearly all the features of the car, rather it showed the external look of
that vehicle .It doesnt shows the internal look of the vehicle.
Annexure
CUSTOMER ENGAGEMENT:LISTING
QUESTIONNAIRERespondent Name...Address:OccupationMobile no:Nearest landmark:...
QUES(1): Do you own a sporty utility vehicle?
(a) YES (b) NO
QUES(2): If yes, which vehicle do you own?
(a)Mahindra (b) Toyota(c) Maruti (d) Ford(e) Honda (f) Chevrolet
(g)Skoda (h) Hyundai(i)Tata (j) GM
QUES (3) Have you purchase the vehicle for the first time?
-
8/6/2019 Sandeep Field Work
54/57
(a) Yes
(b) No
QUES (4) When do you replace or you buy a vehicles?
(a) 0-3 years
(b)3-6 years
(c) 6 years &
QUES (5) You bought a vehicle because of:
(a) Increase in disposable income(b) Reduced risk of accidents(c) Family needs(d) Increase in family size(e) Suit your life style & personality(f) Others
QUES (6) You decide to buy your existing vehicle because of (rate best factors )
(a) Affordable price(b) Comfort(c) Value of money(d) After sales service
(e) Technical superiority over competition(f) Manufactures image(g) Safety(h) Other
QUES (7): You sought advice from the following before deciding about whichvehicle to buy?
(a) Friends
(b) Family members(c) Car owners(d) Automobile expert(e) Dealers(f) Any other
-
8/6/2019 Sandeep Field Work
55/57
QUE (8) Major decision maker in your family for buying the vehicle will be
(a) Parents(b) Spouse(c) Self
(d) Children(e) Everybody
QUE (9) What sources of information you looked out for in order to gather areaabove various vehicles in the market?
(a) Newspapers & magazines(b) Television(c)Words of mouth publicity(d) Dealers(e)Test drives and promotional companies(f) Others
QUE (10) Sources of finance of your existing vehicle was-
(a) Personal resources(b) Bank loans(c) Company loan(d) Financial institution(e) Others
QUE (11) Why do you think people are buying sports utility vehicles these days?
(a) Maneuverability in traffic condition(b) Self esteem(c) Looks(d) Comfort
QUE (12) Are warranty and safety standards important in your decision for buyinga vehicle?
(a) YES
(b) NO
-
8/6/2019 Sandeep Field Work
56/57
QUE (13) Which company in your opinion is giving the best after sales services?(a) Mahindra(b) Toyota(c) Maruti(d) Ford
(e) Honda(f) Chevrolet(g) Skoda(h) Hyundai
QUES (14) If you have some options in future then which company vehicle wouldyou prefer first?
(a)Mahindra(b)Toyota(c) Maruti(d) Ford(e) Honda(f) Chevrolet(g)Skoda(h) Hyundai(i)Tata(j)GM
DATE ..
SIGNATURE
Bibliography
http://carsinindia.co m
http://ir.mahindra and mahindra.com
http://www.mouthshut.com/product-reviews/mahindra and Mahindra html
http://www.carwale.com/Research/chooseCarsForComparison.aspx
Reference books
Market research-MR.SWAPNIL PATIL and
http://carsinindia.coi/http://www.mouthshut.com/product-reviews/mahindra%20and%20mahindra%20htmlhttp://www.carwale.com/Research/chooseCarsForComparison.aspxhttp://carsinindia.coi/http://www.mouthshut.com/product-reviews/mahindra%20and%20mahindra%20htmlhttp://www.carwale.com/Research/chooseCarsForComparison.aspx -
8/6/2019 Sandeep Field Work
57/57
Principle of Marketing- Phillip kotlar