automotive mfrs pvt. ltd

7/31/2019 Automotive Mfrs Pvt. Ltd

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PROJECT REPORT

ON

CUSTOMER RELATIONSHIP

MANAGEMENT ( CRM )

WITH REFERENCE TO

AUTOMOTIVE MFRS PVT. LTD.

(Authorised dealer for Bajaj Auto Ltd.)

PREPARED BY

MR. DHOLAKIA NIMIT B.

T.Y.B.B.A

COLLEGE

SMT. M.T.DHAMSANIA COLLEGE OF COMMERCE

RAJKOT.

SUBMITTED TO

SAURASHTRA UNIVERSITY

GUIDED BY

DR. TUSHAR HATHI

ACADEMIC YEAR: 2004-05

ROLL NO: 7 SEAT NO:


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COLLEGE CERTIFICATE

This is to certify that the industrial

practical training report on Customer

Relationship Management undergone at

Automotive MFRS Pvt. Ltd. is the original

work of Mr. Dholakia Nimit B. of

T.Y.B.B.A. This report is prepared under my

guidance and supervision.

This work is submitted to the University

as part of curriculum to go through in the

examination.

Project InchargePrincipal


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(Dr. Tushar Hathi)(T.T.Raiyani)

DECLARATION

I the undersigned, Dholakia Nimit B., the student

of T.Y.B.B.A. hereby declare that the project report

presented here is my own work and have been carried

out under the supervision of Dr. Tushar Hathi of Smt.

M.T.Dhamsania commerce college.

This work has not been submitted to any other

university for any other examination.


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Date: ( Dholakia Nimit B.)

Place: Rajkot

PREFACE

The fact is crystal clear that only reading is not

sufficient enough for any personal growth. Specially in

the field of management, practical knowledge is the

preliminary requirement. As a student of the

management field, it is very necessary for me to get the

training. A man read the book about swimming and

jumps into pool to swim; obviously he can not swim

properly because only the theoretical knowledge does not

make a man perfect. The same rule applies here.


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As the student of third year B.B.A. class we are

provided a very good source of theoretical knowledge

during period hours. But practical knowledge can be got

only through industrial training. And for this shake, I

have got training in Automotive MFRS Pvt. Ltd.

Rajkot.

( Dholakia Nimit B. )


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ACKNOWLEDGEME

NT

First of all, I am really very much thankful to my parents

and family. Actually this word thank you is much

limited to show my feelings. Without these people I

would be nothing. By whose efforts, I have reached at

this stage and I know their blessings are always with me.

I am very much thankful to the authority of the college

who gave me a chance to make this kind of report. I like


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to give special thanks to our professor cum guide Dr.

Tushar Hathi with whose guidance I can make this

report.

I am also very much thankful to the authority of the unit

who allowed me to get training in Automotive MFRS

Pvt. Ltd. and much thanks to Mr. Prasant and other staff

members of AMPL because they devote their valuable

time for me and help me to understand various

components like Marketing, customer care and other

related activities.

I had tried my best to understand the topic which I have

selected in the reference to Bajaj Auto Ltd., a leading

two wheeler Manufacturer and its dealer Automotive


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MFRS Pvt. Ltd. I tried my best to include all the

information as possible.

Date:

Place: Rajkot

INDEX

1. A GLIMPSE OVER THE AUTO INDUSTRY.

2. GENERAL INFORMATION

ABOUT BAJAJ AUTO LIMITED

ABOUT THE AUTHORISED DEALER

AUTOMOTIVE

ORGANISATION STRUCTURE

PRODUCTS AND SERVICES

3. CUSTOMER RELATIONSHIP MANAGEMENT

EVALUATION & PHILOSOPHY OF CRM


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CUSTOMER RELATIONSHIP MANAGEMETN

WHY?

CUSTOMER RELATIONSHIP MARKETING

CRM AT AUTOMOTIVE MFRS PVT. LTD.

4. ANALYSIS OF CUSTOMERS VIEW

5. SWOT ANALYSIS

A GLIMPSE OVER THE AUTO

INDUSTRY

AS A WHOLE IN INDIA

The term automotive industry refers to the industries

related to motor vehicles. It may be of two wheelers,

three wheelers, four wheelers or six wheelers

(commercial) etc. We can see that the vehicles are

involved in human beings day to day life as they are the

basic requirement. If we talk about the big cities, the

citizen can not run without vehicle. Even in the rural


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area, the craze of motor vehicle is growing. Before some

year it was considered as a status symbol but now it is

the preliminary requirement for students and working

women. Because of this huge demand, newer and newer

innovations, technologies and product development are

taking place in this field. And

obviously for a successful market player it generates a

great profit. But one fact is also that this business

requires a wide technical knowledge as well as market

knowledge. Futures prospective are more profitable for

the unit which has already established their feats on the

land of automotive industry.

Now talk particularly for the Indian industry. In recent

study done for automotive component Manufacturers


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Association (ACMA) of India, consultancy major

Mckinsey has predicted that the auto component industry

will grow from $ 6.7 billion in 2004 to $ 33-40 billion by

2015. This growth will lead to the creation of 2.5 million

to 3 million jobs and raise

Indias G.D.P. growth by 0.5%. This is one of the

examples of the industry in India.

The industrys output has risen at a compounded annual

growth rate (CAGE) of 22% over the past five year.

Exports have registered CAGR of 30% in 2003-04 total

output was $ 6.7 million and export amounted to $ 1

billion.


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The sector has evolved in landem with the local

automobile industry. In the 1970s, the customer had two

car models to choose from; today, he has 42. The two

wheeler segment was dominated by one player; today,

most large international two wheeler manufacturers are

here. The auto component manufacturers were quick to

adopt themselves to the

new environment after the opening up of the economy

first they took the help of Japanese manufacturers and

now they have themselves began to adopt global

Technologies and manufacturing processes. They have

now achieved international standard in quality,

environmental safeguards and in best practices on the

shop floor. Acknowledging that Indian companies are

now globally competitive, the largest original equipment


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manufacturers (DEMS) have tied up with them for their

global supply chain.

In the 90s, Indias total automobile export amounted to $

200 million and approximately 80% of it was for the

after market (where standards are less exacting

compared to that required by OEMS) Today, of Indias $

1 billion, 60% is for OEMS.

Talking about the automobile industry in the coming

years, the market for passenger cares is expected to reach

two million by 2009-10 and three million by 2014-2015.

By later date, the commercial vehicle market is

forecasted to reach 500000 to 600000 and two wheelers

will touch the 9 million mark. Even if we are able to


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acquire 4% of the market of $ 20-25 billion. If all goes

right, we could see the emergence of a couple of Indian

MNCs in components manufacturing.

But, the mindset that we can be a global player must

prelate down to lowest level. Annual investment to the

tune of $ 1 billion to $ 1.5 billion will have to be made

every year for next 7-10 years. The industry will have to

adopt a futuristic approach of putting capacity in

advance in orders to cash in the opportunities coming out

way. This is in sharp contrast to the present conservative

approach of Indian business.


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ABOUT BAJAJ AUTOLTD.

The Bajaj Group is amongst the top 10 business houses

in India. Its footprint stretches over a wide range of

industries, spanning automobiles (two-wheelers and

three-wheelers), home appliances, lighting, iron and

steel, insurance, travel and finance.


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The groups flagship company, Bajaj Auto, is ranked as

the worlds fourth largest two- and three- wheeler

manufacturer and the Bajaj brand is well-known in over

a dozen countries in Europe, Latin America, the US and

Asia.

Founded in 1926, at the height of India's movement for

independence from the British, the group has an

illustrious history. The integrity, dedication,

resourcefulness and determination to succeed which are

characteristic of the group today, are often traced back to

its birth during those days of relentless devotion to a

common cause. Jamnalal Bajaj, founder of the group,

was a close confidant and disciple of Mahatma Gandhi.

In fact, Gandhiji had adopted him as his son. This close


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relationship and his deep involvement in the

independence movement did not leave Jamnalal Bajaj

with much time to spend on his newly launched business

venture.

His son, Kamalnayan Bajaj, then 27, took over the reins

of business in 1942. He too was close to Gandhiji and it

was only after Independence in 1947, that he was able to

give his full attention to the business.

Kamalnayan Bajaj not only consolidated the group, but

also diversified into various manufacturing activities.

The present Chairman and Managing Director of the

group, Rahul Bajaj, took charge of the business in 1965.

Under his leadership, the turnover of the Bajaj Auto the

flagship company has gone up from Rs.72 million to

Rs.46.16 billion (USD 936 million), its product portfolio


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has expanded from one to and the brand has found a

global market. He is one of Indias most distinguished

business leaders and internationally respected for his

business acumen and entrepreneurial spirit.

LAST FIVE YEARS PERFORMANCE IN NEW LAUNCHING

2004

2004

September Bajaj Discover DTS-ilaunched

August New Bajaj Chetak 4stroke with WonderGear launched

May Bajaj CT100 Launched

January Bajaj unveils new brand


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identity, dons newsymbol, logo andbrandline

2003

October Pulsar DTS-i is launched

October 107,115 Motorcyclessold in a month.

July Bajaj Wind 125,TheWorld Bike, is launchedin India

February Bajaj Auto launched itsCaliber115"Hoodibabaa!" in theexecutive motorcyclesegment.

2001

November Bajaj Auto launches itslatest offering in thepremium bike segmentPulsar.

January The Eliminator islaunched.

2000

The Bajaj Saffire isintroduced.


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1999

Caliber motorcycle

notches up 100,000 salesin record time of 12months.

Production commencesat Chakan plant.

ABOUT THE AUTHORISED

DEALER FROM WHERE THE

TRAINING HAS UNDERGONE

:

Name : Automotive MFRS Pvt. Ltd.

Type of Org. : Private Limited


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Size of Org. : Medium Scale Unit

The training has undergone at Automotive

Manufacturers Pvt. Ltd. A private limited manufacturing

unit is the authorized dealer of the vehicles produced by

Bajaj Auto Limited. At this time the unit is dealing with

16 different products of Bajaj. Different scooters, bikes,

and auto rickshaws are available at the unit. The unit is a

kind of show room from where people can purchase the

vehicles. Bajaj has

a very good brand name in the Indian market. So the unit

as a dealer gets benefits of this name. No doubt that the

unit also has its goodwill in the local market. People can

rely on the unit and they get satisfaction also.


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Customer is the main concentration of the unit or rather

we can say that market of Automotive is customer

oriented. Customers satisfaction is the main aim of the

unit. The unit is dealing in the market with customer

concept. Customer concept is to concentrate on the

individual customer, recognized his needs and values,

marketing integration and profitable growth through

capturing customer share, loyalty and lifetime value. The

whole business of Automotive is based on this theory.

There are two Authorised dealers of Bajaj available in

Rajkots market. One is Automotive MFRS Pvt. Ltd. and

second is Rajeshri Auto Deals Pvt. Ltd. Both are situated

on Gondal Road Rajkot.

Other competitors are also there in Rajkots market

which is as follows.


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Jaykay Auto for Hero Honda.

Perfect Auto for Hero Honda.

Dharati Auto for Honda

N.K.T.V.S. for T.V.S.

Vikash corporation for Yahama.

Tilak Auto for LML

Chandan Auto for Kinetic

Milan Auto for Kinetic

Coronation for TVS

Punjab Auto for Honda

Out of these, few have just newly entered into the

market. All are dealing well into the market. As far as the

bikes of other company are concerned Perfect Auto and

JayKay Auto are the best rival of Automotive with the


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producers Hero Honda Splendor and Hero Honda

Passion.

ADMINISTRATIVE

STRUCTURE

OF AUTOMOTIVE MFRS.

PVT.LTD.


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Branch Manager

Here in Automotive Mfrs. Pvt. Ltd. has a horizontal

type of organization structure. It is very easy to

understand the organization structure of Automotive.

MarketingManager

(sales)

Work(service)

Manager

Clerical

Staff

Administrative(personnel

dept.)Clerk

supervisor mechanics

ElectronicData

Process

Spare Part

Manager

Reception Sales

Repre.

Finance

Dept.

Telephone

operator

Computer

operator


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All the work is done under a branch manager. Under the

branch manager the whole work is divided under six

different departments.

There is an account department which takes care of all

work regarding the day to day transactions of the

business. All necessary accounts are maintained by this

accounting department. The job of this department is

complicated.

Second one is spare part department. The work of this

department is being done under spare part manager. The

unit is dealing with vehicles so this department has

its own separate existence. All activities regarding

purchase, usage, and dispatch of spare parts are done


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under the supervision of the spare part manager. Many

workers are wording under the manager.

The next and the most important is marketing

department. The unit is the dealer of the Bajaj Auto ltd.

As a dealer the unit should concentrate in this department

more. The whole department is under control of a

marketing manager. The show room staff is working

under his guidance and authority. Sales representatives

are there to deal with the customers. One receptionist is

sitting there in the show room at the entrance to guide

customers. The receptionist also maintains the data of the

customers visited over there. Finance department also

works under this marketing

department. Various finance schemes are available there

for the customers who can not afford direct cash


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payment. The finance schemes are available from Baja

Auto Finance, HDFC bank and ICICI bank. Well

experienced staff is available with the unit to deal.

Then after work or service department will come. The

task of the work manager is to check the individual

products after receiving order and to provide after sales

services also as the company gives five free services on

the product. The work is carried out under the

observation of work manager. One supervisor and many

mechanics are working under his control. The task of the

supervisor is to check the work which is going on in the

service department. Expert mechanics are working for

technical works. The work of getting

delivery of the stock is carried out under the work

managers supervision.


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There is a separate administrative department specially

working for the units all kind of administrative work.

Administrative work like making documents, maintain

the data, about delivery as well as maintain the data bank

of customers for future reference.

The next task comes is the Electronic data processing, a

comprised system for maintaining data by computer

work. Computers are the easy way to maintain the data

and because of its usage, paper work will be minimum.

All these various departments are interrelated for the best

co-ordination without such co-ordination the unit

can not work properly and conflicts will arise. Each

department is aware of the things going on at other


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department. All the staff perform their job properly and

getting all the advantages which are provided to the

employees of Bajaj Auto Limited.

Documents required :

Two photos

Residence Proof

Identity tool (identity card)

12 cheques

RECREATION ACTIVITIES


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The employees may not getting the advantage of

holidays on festival because of the rush of customers is

very high on those days. But the unit is doing very good

recreation activities for the employees. They are

arranging picnics or parties or sports activities etc once

in a week. Because of these activities the employees

came to know each other and accordingly co-ordination

between them will be more which will lead to the

company to higher sales figures.


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PRODUCT & ITS

SERVICES

We are talking about a very reputed company in Indian

Auto Market as well as international market. So, we have

also knowledge about its product. Bajaj is mainly dealing

with Auto Rickshaws as well as two-wheelers. That we

have discussed in the information about Bajaj.

Now about its authorised dealers i.e. Automotive Mfrs.

Pvt. Ltd. at Rajkot. A well recognized dealer of Bajaj.

This unit is dealing with 17 products. The lists of the

products are as under.

1. Chetak 4 stroke wonder Gear (scooter)

2. Spirit Met (scooter)

3. Spirit 70 Es. (scooter)


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4. M80 Major (Scooter)

5. Byk (bike)

6. Boxer at 100 K TEC (Bike)

7. Boxer AR CT (Bike)

8. Ct 100 DLX (Bike)

9. CT 100 (Bike)

10.Pulsar 150 ks DTSI (Bike)

11. Pulsar 150 ES Alloy Wheel (Bike)

12.Pulsar 180 ES (Bike)

13.Caliber 115 (Bike)

14.Wind 125 (Bike)

15.Discover k.s. (Bike)

16.Discover E.S. (Bike)

17.Discover E.S. alloy wheel (Bike)

Herewith the photographs of products are given.


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The two wheelers are segmented into three types :

Entry level product

Executive level product

Premium level product

In entry level, the products are of high performance

and low price. This level is for such customers who care

much about price and they want good average from the

vehicle.

In executive level, people are little bit careful about

looks and attractiveness of the product. They want both

average and good look.


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In premium level, people care very less about the

price. They want looks mainly. They want bike with hi-fi

technology and power peak up. The product lays under

this segment is costly.


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CUSTOMER

RELATIONSHIP

MANAGEMENT

EVALUATION & PHILOSOPHY OF CRM

The aim of customer relationship management is to

produce high customer equity. Customer equity is the

total of the discounted life time value of all of the firms

customers. Clearly the more loyal the customers, the

higher the customer equity. There are three types of

customer equity, value equity, brand equity and

relationship equity.


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Value equity is the customers objective assessment

of the utility of an offering based on perception of its

benefits relative to its costs. The sub

drivers of value equity are equity, price and

convenience. Each industry has to define the specific

factors understanding each factor in order to find

program to improve value equity. Value equity makes

the biggest contribution to the customer equity. When

products are differentiated and when they are more

complex and need to be evaluated, value equity drives

customer equity in business market.

Brand equity is the customers subjective and

intangible assessment of the brand, above and beyond its

objectively perceived value. The sub drivers of brand

equity are customers brand awareness, customers


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attitude towards brand and customers perception of

brand ethics. Companies use advertising,

public relations and other communication tools to

affect these sub drivers.

Relationship equity is the customers tendency to

stick with the brand, above and beyond objective and

subjective assessment of its with sub drivers of

relationship equity include loyalty program, special

recognition program, community building program and

knowledge building programs. Relationship equity is

especially important where personal relationship count

for a lot and where customers tend to continue with

suppliers out of habit or inertia.


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This formulation integrates value mgt., brand mgt.,

and relationship mgt., within a customer centered

focus. Companies can decide which driver (s) to

strengthen for the best pay off. The researchers believe,

they can measure and compare the financial return of

alternative investments.

CUSTOMER DEVELOPMENT PROCESS

Suspects

Prospects Disqualifies Pros.

First time customer

Repeat customer

Clients

Members

Inactive

or

ex- customers


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Advocates

Partners

The chart shows the main step in the process of attracting

and keeping the customers. The starting point is

everyone who might conceivable but the product or

service. From these the company may determine the

most likely prospects which hope to convert into first

time customers, and then repeat customers, and then into

clients company treats them specially. The next

challenge is to turn clients into members by starting a

membership program and then into advocated

customers who enthusiastically recommend the company

and its products. The ultimate challenge is to turn

advocates into partners.


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Some customers inevitably become inactive or drop out.

The challenge is to reactivate the customers through win

back strategy. Many times it is easy to

retract the customers because the company has the

records of his name, and address. The key is to analyse

the cause of customers defection through exit interviews

and lost customers survey. The aim is to win back only

those customers who have strong profit potential.


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CRM WHY?

We have already discussed the process of CRM in

any company. But now the question arises that why this

all is required? Only is a simple word we can say that for

the growth of the company. It is but obvious for any

company to maintain the relationship with the customers.

Because the customers are the indirect source of the

products. If the customer is satisfied with the product he

will suggest to other potential customers. Customer is

looking to the product from various angels and these

angels are the reputation of the company, product

quality, its price, weather the product is fit for the


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purpose or not?, the performance of the product, after

sales services which is provided by

the company etc. The potential customer will

obviously ask the person who had already use the

products. Especially in the case of durable goods and

then other person will suggest the product only if he is

fully satisfied with it.

Even for creating brand image CRM is necessary.

Brand creation depends not only on the product

performance but also on the companys performance and

CRM is one of the measurements of companys

performance.

A good relation with the customers makes them a

life time customers. In this competitive age, one can not


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afford that his customers are diverting to the other

companys products.

So this is whole about the requirement of CRM. It

is crystal clear that without CRM any business can not

run prosperously.


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APPROACH TO

CUSTOMER

RELATIONSHIP

MARKETING

Customer relationship marketing enables

companies to provide excellent real time customer

service by developing a relationship with each value

customer through the effective use of individual account

information. Based on what they know about each

customer, companies can customize market offering

services program, messages and media.


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Winning companies are more productive in

acquiring, keeping and growing customers. These

companies improve the value of their customer base by

excelling at the following customer strategies.

Reducing the rate of defection.

Increasing the longevity of the customers

relationship.

Enhancing the growth potential of each

customer through share of wallet, cross

selling and up selling.

Making low profit customers more profitable

or terminating them.

Focusing disproportionate efforts on high

value customers.


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Companies are keeping customers database for

inquiring the customers and for the shake of marketing

research also.

WHAT IS CUSTOMR DATA BASE?

A customer database is an organized collection of

comprehensive information about individual customers

or prospects that is current, accessible and actionable for

such marketing purposes as lead generation, lead

qualification, and sale of a product or service or

maintenance of customers relationship.

Automotive Bajaj is having customers data base

and business data base also. Business database contain


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past purchase of business customers; past volume, price

and profits, buyer team member names; status of current

contracts; an estimate of suppliers share of the

customers business; competitive suppliers; assessment

of competitive strengths and weaknesses in selling

and serving the accounts; and relevant buying practices,

patterns, and policies.

Savvy companies are capturing information every

time a customer comes into contact with any of its

departments. The touch points include a customer

purchase, a customer requested services call, an online

query, or a mail in relocate card. These details are

collected by the companys contact centers and

organized into a data warehouse.


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Customer relationship marketing has five different

types of marketing.

Basic Marketing :-

The sales person simply sells the product.

Reactive marketing :-

The salesman sells the product and encourages the

customers to call if he/she has questions, comments or

complaints.

Accountable Marketing :-

The sales person phones the customer to check weather

the product is meeting expectations. The sales person

also asks the customer for any product or service

improvement suggestions and specific disappointments.


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Proactive Marketing :-

The sales person contacts the customer from time to time

with suggestions about improved products uses or new

products.

Partnership Marketing :-

The company works continuously for its large customers

to help improve their performance.


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CRM AT AUTOMOTIVE

MFRS PVT. LTD.

It was all about CRM in general. But now we will

talk about CRM in Automotive. As an outlet of Bajaj it

makes very good sense to understand the process over

there. Automotive Mfrs Pvt. Ltd is the authorised dealer

of Bajaj and it works according to companys prescribed

plan and guidelines.

To understand it, it is required to understand about

how they are dealing with the customers.


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There is a specific way for dealing with customers.

The way is described in the following chart.

Customer visits

Meet the ReceptionistSales executive directly meets the customers

Inspect the products

Discuss about pricing and performance

Demand forThe information

Of s ecific roduct

Select the specificone

Discuss with salespersonAbout various product

No specific product

On cashbase

Choose from various

scheme ava lable

On finance


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Prepare document

Meet the requirements

Take the product to home

From the above mentioned chart following things are

raised out.

The prospective customer visits the shop. He came to

know about the shop by advertisement by previous

customers.

As soon as he enters into the shop he meets the

receptionist at the front counter or the sales

representative himself approach to the customer and ask

his requirements.


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The customers enters into the auto dealers shop means

he wants to buy the vehicle or wants the information

about existing products or newly launched products.

Sometimes the customer already has decided that he

wants to buy such specific product or he is in confusion

regarding the selection of the products. Sales

representative can solve his problem. As we have

discussed in product specification that Bajaj two wheeler

are segmented in three types i.e. entry level, executive

level, and premium level.

The sales person asks him about his requirement whether

he wants average or good looks or power pickup or low

cost. Then he shows that two wheeler which fits best in

the customer demand. The sales person gives him all the

information about the product regarding technical


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specification, advantages and of course pricing. The sales

person informs him about the after sales services also.

After this the customer select the specific product in

inspect it. Many a time the customer brings his mechanic

with him to inspect the products. By inspection he

confirms about the technical efficiency.

Now he discuss about the pricing again. The

customer may capable enough to purchase the product

the product on cash. According to the Automotive

strategy the customer can not pay the entire amount in

cash. He is required to give partially payment in cheques.

Sometimes the customer may not be able to pay the

payment in cash, for him loan facilities are available. In

Automotive the customers can get loan from.

Bajaj Auto Finance


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ICICI Auto Finance

HDFC Auto Finance

The customer can choose the scheme whichever is more

suitable to him.

SCHEME OF BAJAJ AUTO FINANCE

LTD.

Illustration is given with reference to Bajaj Pulsar 150

ES under 0% rate scheme.

59204 on road price

30000 loan amount

+ 29754 down payment cash

59754

- 59204 on road price

550 Document charges


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For 30000 loan amount Rs. 2500 installment for 12

months.

Here all financial formalities have made. Now it comes

to prepare documents. The ownership document is made.

The vehicle service is book is made available to the

customers. All the instructions regarding the vehicle are

there in the service book.

After finishing this it is necessary for the vehicle owner o

make R.T.O. Passing. Only after that he can get

permanent number of the vehicle.

Here the procedure of delivery ends.


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AFTER SLES SERVICES

As it is a business the activity never ends at the delivery

of the products. Actually the crucial activity starts from

here. Delivery of the product is the starting point of

customer relationship management.

In Automotive the system prevails of recording the data

of the customers for the future reference for these they

use particular computer based program as well as paper

filing. Maintenance of this data is very important for this

unit because this unit customer is the king.


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In future they use these data to maintain relation with

customers. They establish the contacts with the

customers through telephone. They inquire about the

performance of the vehicle. If the customers have any

problem, the unit solves it as its service station. Highly

experienced mechanics are available at the service

station. Who solve the problems occurred in the vehicle.

More than this on every vehicle 5 free services are given

free form the company. They do not care charge

anything in these services.

Customer relationship process is a long term process. It

is a continuous process also. According to this concept

the unit is going to maintain it.


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ANALYSIS OF

CUSTOMERS VIEW

Customers are the fundamentals of the growth of any

unit. Customer is the king in this competitive market.

Customer Concept :-

Companies practicing the marketing concept work at the

level of customer segments, a shaping number of todays

companies are now shaping separate offers, services and

messages to the individual customers. Companies hope

to achieve profitable growth through capturing a large


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share of each customers expenditures by building high

customer loyalty and focusing on customer life value.

Here with the customers views are taken :-

The product is highly durable, so it requires much

thinking before purchasing. Especially when such

large numbers of products are available in the

market.

Looks and performance matters more to the Indian

consumers.

Finance is also a matter for middle class people.

For rural market toughness of the vehicle is more

preferable rather than looks.

Advertising mainly affects in the urban market.


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Test rides are also much useful for the consumers to

choose newly launched products.

Exchange offers affects a lot to the consumers

preference.

SWOT ANALYSIS WITH

REFERENCE TO

AUTOMOTIVE

Strengths :-

The strengths of the unit are its team work and its

courtesy while dealing with the customers.

Weakness :-


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There are the internal weaknesses of the unit which are

to be solved at the higher authorities.

Opportunities :-

To open branches in small city and town is the main

opportunity for the unit.

Threats :-

Threats for the unit are the rise in competition and the

new products launched by other company. As well as

Mncs involvement in the Indian market is also a hurdle

for the company and unit.


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CONCLUSION AND

SUGGESTIONS

Herewith I conclude my project report. It was very nice

experience to get training over there in Automotives.

The efforts of the persons who gave me all the necessary

information was very good. This experience will remain

a part of my professional career I will remember it.


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Still there are some suggestions which will help the unit

for sale improvements.

1. Advertising is a core part of sales promotion. So

more advertisement especially in small cities and

remote villages will prove to be helpful for sales

improvement.

2. Branches in the small cities where the Bajaj outlets

are very less is available.

3. you can make the show room more decorative.

4. company can provide gifts to the customers with a

view of sales promotion.

5. more loyalty programs can create good image in

peoples mind.


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PROJECT REPORT

ON

CONSUMER TASTE &

PREFERENCES

WITH REFERENCE TO

JAYKAY MOTORS

(Authorised dealer for Hero Honda)

PREPARED BY

MR. SAMA SARFRAZ I.

T.Y.B.B.A


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COLLEGE

SMT. M.T.DHAMSANIA COLLEGE OF COMMERCE

RAJKOT.

SUBMITTED TO

SAURASHTRA UNIVERSITY

GUIDED BY

DR. TUSHAR HATHI

ACADEMIC YEAR: 2004-05

ROLL NO: 34 SEAT NO:

COLLEGE CERTIFICATE

This is to certify that the industrial

practical training report on Consumer

Taste and Preferences undergone at

Jaykay Motors is the original work of Mr.

Sama Sarfraz I. of T.Y.B.B.A. This report

is prepared under my guidance and

supervision.


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This work is submitted to the University

as part of curriculum to go through in the

examination.

Project InchargePrincipal

(Dr. Tushar Hathi)(T.T.Raiyani)

DECLARATION

I the undersigned, Sama Sarfraz I., the student of

T.Y.B.B.A. hereby declare that the project report

presented here is my own work and have been carried


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out under the supervision ofDr. Tushar Hathi of Smt.

M.T.Dhamsania commerce college.

This work has not been submitted to any other

university for any other examination.

Date: ( Sama Sarfraz I.)

Place: Rajkot

ACKNOWLEDGEME

NT

First of all, I am really very much thankful to my parents

and family. Actually this word thank you is much


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limited to show my feelings. Without these people I

would be nothing. By whose efforts, I have reached at

this stage and I know their blessings are always with me.

I am very much thankful to the authority of the college

who gave me a chance to make this kind of report. I like

to give special thanks to our professor cum guide Dr.

Tushar Hathi with whose guidance I can make this

report.

I am also very much thankful to the authority of the unit

who allowed me to get training in Jaykay Motors and

much thanks to Mr. Dhruv Rupabhinda and other staff

members of Jaykay Motors because they devote their

valuable time for me and help me to understand various


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components like Marketing, customer care and other

related activities.

I had tried my best to understand the topic which I have

selected in the reference to Hero Honda a leading two

wheeler Manufacturer and its dealer Jaykay Motors I

tried my best to include all the information as possible.

Date:

Place: Rajkot

PREFACE

Trend is dynamic

in every step of business cycle many changes are

occurring. None things are stable in this field. Business


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has to look out what is going on in its business

environment.

In this ever changing business environment consumer is

main who can affect much to demand of particular

product. Preference of consumers towards each and

every product is changing so I though to make a

consumer preference survey on Splendor Plus, the well

known motor bike of Hero Honda.

This project report has included preference of consumer

towards Splendor Plus. Today the demand of motor bike

is dependent upon certain strategy or facilities of bike

because there are many competitors in market. This

report will helpful to company for making well planned