project on autocop company
TRANSCRIPT
PREFACE
In the present perspective, management as a discipline has attracted the attention of
academicians & practitioners to a great extent. Management is the art of getting things
done through and with the people in formally organized groups.
In the changed scenario, ‘The buyer is the King’ and all the marketing activities are to be
perceived to motivate the buyer to buy our products. The wooing of customer has to be
done through advertisement, competitive cost, packages, discounts, direct marketing,
after sales services etc.
All this has to be blended with the quality of the product without which all the above
ingredients would not sustain. Strengthening of R & D leads to improvement in quality of
the product & innovations.
To augment the sale of your product, you have to feel the pulse of the consumer to get
into his head and heart. This will go a long way to drive optimum results. Marketing of
Car Remote Security System, Gear Lock and Power Windows with particular reference
to scope for improvements in the present system is core subject of the study.
1
EXECUTIVE SUMMARY
Autocop is most widely used Car Remotes in India. Its one of the most popular, reliable
and affordable Car Keyless Remotes & Security System available in the market. They
have models by names Cobra, Piranha... The price ranges starts from Rs 3000. These
have the basic keyless entry plus few security features like engine immobilizing,
Alarming but it varies from the model you choose. But the remotes are really not so
attractive, you may feel it bit bigger and it is kind of oval in shape...These remote do have
a small antenna to increase the range of reception little more. If you have already fitted
with a Autocop power window in your car, it is more compatible with the Autocop
remotes which do have the feature of global window. This feature allows you to close the
glass windows from outside of the car using the remote system. But some
people suggested not to go for this feature, reason is that it needs lot of cuts in the
existing electrical wiring. If the feature models come with proper connecting kits without
cutting the wirings would be great.
Other than Autocop there is one more popular security system available and it is factory
fitted in most maruti cars by name Nippon and its from the famous audio manufacturer
Kenwood. Not very much sure about this product but someone told me that these gives
problem during raining season like security alarm automatically turns on during rain and
it wont stop unless you plug out the unit from battery power.
All the above remotes are 1 way remotes, there are 2 way remoted available in other
countries with LCD programmable panels in the remotes.
Buying a car is much easier than maintaining it and defending it from thieves. Car theft is
one of the greatest problem faced by car owners. According to the NICB, a vehicle is
stolen in the United States every 25.5 seconds. According to the Insurance Information
Institute a car is stolen in United States every 24 seconds. If it is the case with US, how
serious the problem would be with other countries. Auto theft continues to thrive despite
2
those lists and regardless of new anti-theft technology that emerges with new models
every year. There are several applicable ways to protect your car from theft. Anti theft
alarms, steering and break locks, central locking system etc... Today car thieves are also
smart enough to break through the most sophisticated anti theft systems. The first step
involves using common sense, with recommendations like "not leaving your keys in the
ignition" of an unlocked car.
Even though auto theft is a crime of opportunity, if a crook really wants your car, he'll do
whatever it takes to get it regardless of steering wheel locks or car alarms. But with the
above knowledge, you can slow him down, make your car inconvenient to thieves and,
hopefully, discourage them from attempting to steal your vehicle. Layering your car with
anti-theft protection, especially if it's at the top of the most stolen vehicles list, is a good
start. But, as with anything that is of value to you, the most important protection you can
give your car is to take a proactive approach to security when you leave it unattended.
3
OBJECTIVES
To find awareness among people about the security system of Autocop India Pvt Ltd.
To assess the PREFERENCE of the customers towards Remote Car Security
System offered by Autocop India Pvt Ltd.
To judge whether customers are satisfied with the SERVICES of the Autocop India Pvt Ltd.
To study the PERCEPTION and RESPONSE of customers towards Autocop India Pvt Ltd.
To know FUTURE PROSPECTS of Autocop India Pvt Ltd.
To study the CONSUMER EXPECTATIONS for new products.
To study whether Autocop security system requires any PROMOTIONAL ACTIVITIES.
To gauge customer satisfaction level with regard to PRICE and QUALITY.
4
INTRODUCTION
From the time immemorial – good and evil, sages and demons have co-existed in the
universe. While there are philanthropists always prepared to help the poor and needy,
there are thieves, bad elements, and criminals always in the lookout to rob you. To save
your valuables, you always keep them under safe custody of lock and key. Similarly to
save your vehicles from prying eyes of the auto thieves who are always in look to steal a
car, car central locking and security system plays an effective deterrent to evil designs of
the car lifters and thieves. Installation of remote car security system provides protection
from thefts of stereos/cd system, AC compressors, and tyres etc and the car itself.
Unauthorized opening of car door with duplicate keys triggers alarm cautioning people
around in general and the car owner, once the system is armed and someone tries to start
the car, it will give off an alarm. By pressing lock button starter will get immobilized.
The impact sensor will ignite the siren when someone tries to remove CD system or tyres.
R & D Department of the Company is always on the move to introduce innovations in the
product. Of late, the Company has introduced GPS and GSM technologies which will
facilitate immobilization of car remotely, besides vehicle tracking, remote engine start
and other smart features details of which find mention in Company’s profile ahead. The
company, under review i.e. Autocop India [P] Ltd. is undoubtedly the brand leader in
Central Locking System available in India for many years now.
The company is striving hard to maintain its well earned coveted position by following
stringent quality control and flawless after sales service and free replacement during
warranty period of 3 years with the result the name of the brand i.e. AUTOCOP is
synonymous with remote central locking and security system.
5
COMPANY PROFILE
AUTOCOP GROUP OF COMPANIES
Autocop Group of company is a US $ 250 million company manufacturing and
marketing security solution with its vast network world over.
The above chart signifies the different segments working under aegis of parent company
Autocop, looking after Manufacturing, Marketing and Servicing of the company working
in close coordination with one another.
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MISSION OF THE COMPANY
“To provide customized electronic security solutions and products while consistently
exceeding consumer expectations through well defined processes undertaken by a team
of committed professionals”.
AUTO FACILITY SECURITY DIVISION
With its name firmly entrenched in the field of automotive security, Autocop has now
ventured into the related field of Facility Security Products. This comprises of latest
generation of CCTVs (both analog and digital), Access Control, Intrusion Alarm
Systems, Video Door Phones, Home Automation Systems, Under Vehicle Scanning
Systems, Boom Barriers, Parking Management Systems, Explosive Detectors, Metal
Detectors and more.
Autocop has many strategic tie-ups with reputed companies around the world. Many of
these companies like LG, Bioscrypt, Paxton, Geovision, Virdi and Hyundai Telecom are
world leaders in their respective fields.
At Autocop Facility Security Division, the best minds and the most experienced
professionals come together to ensure customer-centric solutions, quality installations and
world-class after-sales service. Additionally, under the brand name ‘Autocop’, a broad
range of security systems are also available. All this at highly affordable prices, without
compromising on quality at all. They not only provide the products, but entire solutions,
through their well accomplished and professional sales and technical team. They back the
entire product line with warranty as well.
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AUTOCOP INDIA PVT. LTD
Established in 1989, AUTOCOP INDIA PVT. LTD. is part of the Autocop Group of
Companies, which has a combined turnover of more than Rs240 crore per annum and
over 2500 employees in its fold.
MISSION OF THE COMPANY
“To maintain leadership position by providing innovative products to the customers with
the best value proposition, combining quality & performance with best value pricing and
to establish winning partnership with our employees, suppliers, collaborators and
customers”.
STRENGTH OF THE COMPANY
One stop shop with very wide range of products
Customer focus
Dedicated workforce
Commitment to excellence
Consistent quality
Pan-India network of offices
Pan-India service set-up
Next-generation technology
Quality and commitment towards after-sales service
Emphasis on customer relationship management
Strategic alliance with reputed companies
8
ACHIEVEMENTS of Autocop India Pvt Ltd:
• Undisputed leader and acknowledged pioneer in the field of electronic state-of-
the-art car security systems, for over 19 years
• Market leader in automotive security, with over 85% market share
• Present in 55 Indian cities and internationally in Malaysia and Singapore
• Tie-ups with leading international brands like Cobra, 3M, Pioneer, etc.
ISO CERTIFICATION
Autocop India Pvt Ltd obtained ISO-9001 certification QASce in the year2000, which
creates a sense of confidence in the mind of customer with regard to the quality of the
product.
MILESTONES
The company has secured approval from various car manufacturing companies viz;
TATA MOTORS, HYUNDAI MOTORS, FORD INDIA, GENERAL MOTORS,
DAEWOO MOTORS, MITSUBISHI LANCER, REVA, SAN MOTORS, HONDA,
FIAT and TOYOTA, for OE fitments.
SALES AND SERVICE NETWORK
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Autocop India Pvt Ltd has penetrated deep into the market. It has wide dealer network
and register its presence in all major cities of the country. Presently the company has
effective dealer network in more than 70 towns in different states in India. The sketch
below provides comprehensive detail of strategic points where the company has
registered its presence.
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Autocop India Pvt Ltd is having wide distribution network with around 3000 dealers
across the country. The company is having 69 service contact points in India. It has 40
regional offices for the purpose of sales and marketing in the country. Autocop India Pvt
Ltd is running 4 factories across the country for the purpose of manufacturing. About
2000 employees are part of Autocop India Pvt Ltd.
MARKET SHARE
MARKET SHARE
84%
16%
AUTOCOP
OTHER
Autocop Remote Car Security System dominates the market with 84% of the market
share.
INTERNATIONAL PARTNERSHIPS
11
The above chart showcases international partnerships of the company representing
remote car security system, audio electronics, manual gear shift locks, car filming and
other car products of international repute.
OVERVIEW OF COMPANY
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Established 1989
World Wide Turnover $250 million
Human Resource 2000 Employees
Manufacturing Ability 4 Factories
Sales & Marketing 40 regional offices
Service 69 Service contact point
Distribution Network 3000 dealers
Registered Office & factory Vilholi, Nashik
Market share 84%
ISO 9001 Certification 2000
Tie up with Pioneer 2004
International Partnerships
o Pioneer
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o Guardian
o Cobra
o 3M
o Onelus
o Autocop Meta System
o Tung thih
Brands
o Pioneer
o 3M
o Scorpio
o Piranha Dx
o Autocop Xs
o Guardian
o Cobra
o Autocop Meta System
o Tung thih
PRODUCT LINE of Autocop India Pvt Ltd
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A comprehensive study of product line of the company is given below.
Autocop India Pvt Ltd product line comprises car remote central locking and security
system, gear shift locks and power windows.
It also markets PIONEER range of incar entertainment equipment – a prestigious range
of audio electronics from Pioneer Corporation.
The company also has in its kitty sole distribution rights for different products
manufactured by 3M India Ltd.
AUTOCOP SECURITY SYSTEM
INDIA PVT. LTD
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A Car Security System is fast becoming the first choice of the customers at the time of
purchasing a new vehicle – and the most popular brand in car security systems –
AUTOCOP easily dominates the market with its vast range of products ranging from
Autocop, Cobra, Scorpion, One Lus are some of the most popular Autocop brands
available in the market. With the increasing number of vehicles on the road, car crime is
also on the upswing. Consequently, the market for vehicle security systems is expanding
and Autocop has become one of the most sought after car accessory today.
Autocop has the market share and the largest dealer network in the country within this
industry. Being pioneer in this field, through its manufacturing and R&D ability at
Nashik, Autocop has been continuously innovating and adapting its product to keep pace
with the changing market trends and also to cater to the ever changing needs and
demands of the customer.
With an all India network of offices, Autocop rank top in terms of: Customer satisfaction,
product quality, after sales service, efficient warranty handling and competitive pricing.
The company is an official supplier of car security system as genuine accessories to
various car manufacturers like FORD, MITSUBISHI, HYUNDAI, MAHINDRA &
MAHINDRA etc. The company is in the process of getting approval from other car
manufacturers. Customers are fully satisfied with fitting procedures, warranty and after
sales service. Thus, Autocop, with its increasing popularity in the after market as well as
OEM market, is surely a name to reckon within the industry today.
Car audio
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Car-entertainment major Pioneer Corporation is riding piggyback on the buoyant car
market in India. The company is upbeat about its growth prospects in the Rs 1,200 crore
in-car entertainment markets and has launched car audio systems specially customized
for the domestic market.
Mr. Akira Haeno, Managing Director, Pioneer Corporation, Japan, and General Manager
of Mobile Entertainment Business Group, after launching the new range of car audio
systems observed that India is an extremely important and strategic market for Pioneer,
having a domestic market of more than one million new cars. The new range will help us
build a wider customer base. The company is targeting both the original equipment
manufacturers and consumer markets to garner a prominent position in the in-car
segment, he added. The new product range will be distributed by Autocop India. The
entire range of Pioneer’s products will be sold through the retail network of over 3,000
authorized dealers and serviced by 67 contact points.
Mission
“To maintain leadership position by providing innovative products to the customers with
the best value proposition, combining quality & performance with value pricing and to
establish winning partnership with our employees, suppliers, collaborators and
customers”
Pioneer products are priced between Rs.5, 990-Rs.15, 490. Pioneer has launched more
than 10 models exclusively for India.
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Mr. Umesh Deshpande, President & CEO, Autocop (India) Pvt. Ltd and Mr. Akira
Haeno, Managing Director, Pioneer Corporation, Japan during the tie up between
Autocop (India) Pvt. Ltd and Pioneer Corporation.
Pioneer is distributed, marketed and serviced through its exclusive tie up with Autocop
India Pvt. Ltd, a $200 million automotive electronics leader. The head units launched are
4 channel High power WMA/MP3/CD players, which offer playback of various digital
music formats including MP3 and Window Media Audio (WMA).
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The perfect match between India’s multifaceted customer profile and 3M’s diverse range
of products offering proven customers benefits led to 3M India being born in 1988 as
Birla 3M Limited. The name of the company was subsequently changed to 3M India
Limited in Dec 2002.3M is a diversified technology company serving customers and
communities with innovative products and services. Each of the businesses is committed
to make the customers lives easier and better.
The 3M technology solutions expertise has been tried and tested for performance, safety,
value & productivity in markets that include Aerospace, Railways, Highways, Defense,
Security, Mining, Health, Oil & Gas, Telecom and Marine in India and across the globe. 3M in India has manufacturing facilities at Bangalore, Ahmedabad, Pune & Pondicherry
with more than 900 employees. In 2007, 3M India had a turnover of Rs.6189 million
with profits of over Rs.677 million. Over the past years, 3M India has built an
exhaustive list of satisfied customers and a reputation for unmatched quality with over
2500 diverse products serving the following markets:
Industrial
Transportation
Electro and Communications
Healthcare
Display, Graphics & Safety
Protection, Security & Construction
Consumer & Office
3M's wide product portfolio is backed by the guarantee of innovation and performance
that has made 3M popular with millions all over the world. Today, 3M has over a 100
year track record of being one of the most innovative corporations worldwide. Fact is,
half the world's population today enjoys experiencing at least one of 3M's 50,000
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products, either directly or indirectly, every day. So when you choose 3M, you can rest
assured that you have chosen a company that pursues international standards of quality,
reliability and consistency in every product & service detail, providing customer value
like never before.
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WELFARE OF EMOLOYEES
The company has been known for adopting several measures so as to maintain a good
relationship between the management and the employees. Best efforts have also
been made so as to provide congenial working conditions. Following are some of the
points which clarify the company’s position in this regards.
The employees are paid best pay scales and packages available in the industry.
All the field employees are given insurance cover for Rs1 Lac.
The service engineers in the field and the factory workers are provide with
uniforms.
The employees are given incentives and gifts on festivals.
To maintain cordial relationship and sense of belongingness, a monthly get
together meet is held.
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SERVICE TO SOCIETY
In addition to generating jobs and providing livelihood to the people the
management believes in providing service to the society. Some of the services
provided are as follows:-
To create awareness among masses and children in schools regarding Traffic rules
and road safety measures, the company associates itself with the local police in
different states of the country.
Regular blood donation camps are held by the company in association with
NGO’s.
The company had introduced Neighbourhood Watch Scheme.
The company is maintaining parks and green patches to make the environment
more eco friendly.
22
FUTURE PLANS AND EXPANSION PROGRAM
The company is in the process of introducing the following products in its plan for
expansion:-
Remote security system for Two Wheeler : Autocop India Pvt Ltd will soon be
launching Remote security system for Two Wheelers. The company will be
manufacturing and marketing under Autocop brand.
Xm LCD Monitors : The company has obtained sole distribution rights for state
of the art Xm LCD Monitors for Cars. The company will also look after servicing
of the product during warranty time. Xm LCD Monitors are available in major
cities and towns and have been well received in the market because of its
captivating looks and clarity. The product will soon be available throughout India.
Home Security Systems : Keeping up its traditions in making innovations and
precision in security systems in four wheelers and two wheelers, the company has
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of late stepped into production and marketing of home security system. The
system is very popular in all developed countries providing fool proof security.
The product is likely to get wide acceptance in India. The upcoming security
systems will find its market in the following segments:
Commercial
Commercial Headquarters, Malls, Multiplexes, IT/ ITES, BPOs, Banks,
Financial Institutions, Schools
Residential & SOHO
Complexes, Townships, Small Offices, High Value Shops, Clubs, Hospitals
Industrial
Factories, Plants
Pharma, Automation industry, Chemical plants, manufacturing units,
warehouses
Government & PSUs
Defence, Railways, R&D Establishments, Shipyards, Airports, Ports, Police
Stations
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STUDY OF VARIOUS DEPARTMENTS OF OPERATIONS
Marketing Department
The marketing department at Autocop India Pvt Ltd. offers efficient coordination with
other department and the market to develop never designs suited to the market trend. It
focuses on developing sales promotion strategies and marketing plans in accordance with
the objectives of the firm.
It is involved in the following activities:
1. Developing marketing objectives.
2. Market segmentation.
3. Market research.
4. Developing product characteristics.
5. Pricing of product.
6. Establishing distribution channel.
7. Advertisement and promotion.
Autocop India Pvt Ltd is having around 86% market share in remote car security system,
in view of its unparalleled quality and efficient after sales service.
Manufacturing Department
The company has a modern manufacturing plant at Nashik, Maharashtra with four
different units where more than 1000 highly skilled workers are employed.
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R & D Department
The R & D Department in Nashik, Maharashtra is in a continuous process of making
innovations to keep pace with latest technology in security solutions by adding new
features.
Accounts Department
The accounts department and Autocop India Pvt Ltd work with the overall aim of
profit maximization of the firm (with customer satisfaction).
It includes in the compliance of the following activities:
1. Preparation of monthly budget on the basis of sales forecasting is done both
party wise and quantity wise.
2. Daily review of transactions to check for compliance with budget parameters
previously established.
3. Clearing of payments on the basis of bills forwarded department.
4. Seeking opportunities for additional income through currency transactions.
5. Maintenance of communication with banks and auditors.
After Sales Service Department
The company has best after sales service available in the industry and it rightly boasts of
it. The company considers its after sales service as very efficient and BACKBONE of
the company. It has 69 service contact points throughout India where highly skilled
technicians are available to take care of any complaint that a customer experiences.
During warranty period of 3 years, defective parts are replaced free of cost. The service is
rendered not only at service points but also at customer’s door step without any charges.
The service engineers have been provided with mobiles and vehicles by the company to
26
facilitate prompt and effective service; whereas most other companies miserably fail to
provide uninterrupted after sale service, Autocop stands atop as a model service provider.
The customer visibly feels satisfied.
Repairs Department
All the 40 regional offices across the country have separate section for repairing different
products received under complaint. These are duly repaired by the company’s technicians
and sent back to the service points for the necessary replacements, however the items
which are not repairable at their end are sent back to Nashik factory.
Logistics/Packaging Department
The company is having well equipped packaging department where the products are
packed in a presentable manner. In turn, the Logistic Department forwards the same
to the desired destinations in bigger cartons.
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RESEARCH METHODOLOGY
SAMPLE SIZE: - The sample size is 60 respondents constituting customers and 15
respondents constituting dealers.
SAMPLING TECHNIQUES: - Technique of Convenience sampling and
Judgemental sampling is used.
TARGET POPULATION:-The target population varied from 18 years to 66 years.
RESEARCH DESIGN: - The research design employed in the study is of
descriptive nature.
INFORMATION ACQUIRING TECQNIQUES:-Information has been
collected using both primary and secondary methods. The information required has
been collected by way of personal interviews structured non-disguised questionnaire in
order to make the surveys interactive.
In addition to the above mentioned sources, secondary sources of information have
been collected through catalogs and reports.
QUESTIONNAIRE DESIGN:-The questionnaire has been designed to cover 12
queries made to customers and 13 queries made to dealers which represent sampling at
random.
DATA COLLECTION: - The data is collected by using survey method. Firstly
questionnaire has been designed and then distributed to different customers in order to
collect the information about the market positioning of Autocop. The questionnaire has
been designed to have required information.
28
DATA RECORDING: -Afterwards distributed questionnaire has been recollected
and then answers have been recorded.
DATA ANALYSIS: - The data collected has been analyzed by means of graphs,
charts using simple averages in order to research more accurately.
29
30
DATA ANALYSIS And
INTERPRETATION
(CUSTOMERS)1. Cars installed with Remote Car Security System.
YES
NO
0%10%20%30%40%50%60%70%80%90%
100%
%age of respondents
1
Response
YES
NO
ANALYSIS & INTERPRETATION
The study comprise of persons who have their vehicles fitted with remote car
security system. All the sixty respondents had their vehicles fitted with remote car
security system.
RESPONSE NO. OF
RESPONDENTS
%AGE
YES 60 100
NO 0 0
TOTAL 60 100
31
2. Brand of Remote Car Security System fitted in your car.
BRANDS NO. OF
RESPONDENT
%AGE
NIPPON 5 8.3
CROSSLINKWHEELS 3 5
MINDA 1 1.7
AUTOCOP 51 85
OTHER 0 0
TOTAL 60 100
8.30% 5% 1.70%
85%
0%0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
1
Response
NIPPON
CROSSLINKWHEELS
MINDA
AUTOCOP
OTHER
ANALYSIS & INTERPRETATION
Major chunk of the sample i.e. fifty one respondents out of a total of sixty had
their vehicles fitted with Autocop brand, however in stray cases i.e. nine
respondents have their vehicles fitted with other brands which have been ignored
in the study.
32
3. Reasons for installation of Remote Car Security System.
REASONS NO. OF RESPONDENT
%AGE
SECURITY REASON 39 76.4CONVENIENCE 6 11.8
FEATURES 6 11.8OTHER REASONS 0 0
TOTAL 51 100
SECURITYREASON
76%
CONVINENCE
12%
FEATURES12%
OTHERREASONS
0%
SECURITY REASON
CONVINENCE
FEATURES
OTHER REASONS
ANALYSIS & INTERPRETATION
The concern for Security of the vehicle has dominated the other reasons for
installing the remote car security system by around seventy seven percent. It is
followed by Convenience and Features by around twelve percent each.
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4. Source of information regarding particular brand of Security System.
SOURCE NO. OF RESPONDENT
%AGE
FRIENDS 15 29.4ADVERTISEMENTS 8 15.7
DEALERS 28 54.9OTHERS 0 0TOTAL 51 100
ANALYSIS & INTERPRETATION
The Dealers contribute maximum of imparting awareness and utilities to the
customer i.e.upto fifty five percent while thirty percent are influenced by the
advice of their friends. Advertisement and publicity follow suite by around
sixteen percent.
29.40%
15.70%
54.90%
0%0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
%age of respondents
1
Response
FRIENDS ADVERTISEMENTS DEALERS OTHERS
34
5. Decision taken to buy particular model of Security System.
DECISION NO. OF RESPONDENT %AGE
BEFORE CUMING TO THE
STORE
17 33.3
IN THE STORE 34 66.7
NOT SURE 0 0
TOTAL 51 100
33.30%
66.70%
0%0.00%10.00%20.00%30.00%40.00%50.00%60.00%70.00%
%age of respondents
1
Response
BEFORE CUMING TOTHE STORE
IN THE STORE
NOT SURE
ANALYSIS & INTERPRETATION
Out of total sample of fifty one respondents, thirty four took the decision in the
store while the balance seventeen were predetermined to buy the particular brand.
Hence we find that few come prepared to install, they are mostly influenced and
persuaded by dealers.
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6. Price spent on purchase of Remote Car Security System.
PRICE RANGE NO. OF RESPONDENTS %AGEBELOW Rs2000 0 0
BETWEEN Rs2000-Rs3000 29 56.9BETWEEN Rs3000-Rs4000 18 35.3
ABOVE Rs4000 4 7.8TOTAL 51 100
0%
56.90%
35.30%
7.80%
0%
10%
20%
30%
40%
50%
60%
%age of respondents
1
Response
BELOW Rs2000
BETWEEN Rs2000-Rs3000
BETWEEN Rs3000-Rs4000
ABOVE Rs4000
ANALYSIS & INTERPRETATION
Most of the sample i.e. twenty nine out of fifty one has opted for the base model
which is between Rs2000 to Rs3000; also many i.e. eighteen respondents have
opted for the upper model priced between Rs3000 to Rs4000.
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7. Comments on utility of Remote Car Security commensurate with amount spent.
RESPONSE NO. OF RESPONDENTS %AGE
YES 50 98.04
NO 0 0
CAN’T SAY 1 1.96
TOTAL 51 100
98.04%
0% 1.96%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%90.00%
100.00%
1
Response
YES
NO
CAN’T SAY
ANALYSIS & INTERPRETATION
Barring one respondent who was undecisive all the remaining fifty respondents
were sure that the amount spent on Security System commensurate with utility.
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8. Warranty period of the Remote Car Security System.
WARRANTY PERIOD NO. OF RESPONDENTS %AGE
1YEAR 0 0
3YEAR 51 100
LIFETIME 0 0
TOTAL 51 100
0%
100%
0%0%
20%
40%
60%
80%
100%
120%
1YEAR 3YEAR LIFETIME
Response
%ag
e o
f re
sp
on
den
ts
ANALYSIS & INTERPRETATION
As Autocop remote car security system comes with three year warranty, so all the
fifty one respondents have identical views.
38
9. Complaints if any.
RESPONSE NO. OF RESPONDENTS
%AGE
YES 5 9.8%
NO 46 90.2%
TOTAL 51 100
YES, 9.80%
NO, 90.20%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
100.00%
YES NO
ANALYSIS & INTERPRETATION
Major part of the sample i.e. forty six respondents finds no complaints in Autocop
Remote car security system, but in stray cases i.e. five respondents find some
complaints.
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10. Nature of complaints if any.
COMPLAINTS NO. OF RESPONDENTS
%AGE
LESSER RANGE 1 20
DOORS LEFT UNLOCKED 3 60
SIREN BEEPS
AUTOMATICALLY
1 20
ANY OTHER 0 0
TOTAL 5 100
20%
60%
20%0%
LESSER RANGE DOORS LEFT UNLOCKED
SIREN BEEPS AUTOMATICALLY ANY OTHER
ANALYSIS & INTERPRETATION
Three out of five respondents complain regarding doors remaining unlocked,
while one each complain of lesser range of remote and beeping of siren.
40
11. Rating of company’s after sales service.
RESPONSE NO. OF RESPONDENTS
%AGE
Very Good 28 54.9
Good 15 29.4
Satisfactory 8 15.7
Poor 0 0
Very Poor 0 0
TOTAL 51 100
54.90%
29.40%
15.70%
0% 0%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
1
Response
Very Good Good Satisfactory Poor Very Poor
ANALYSIS & INTERPRETATION
Around fifty five percent respondents thinks that company’s after sales service is
very good, thirty percent respondents feel it is good while around sixteen
respondents finds it satisfactory. The company claims its after sales service as its
back bone and the above graphs projects the rightful claim of the company.
41
12. Rating overall performance of the Remote Car Security System.
RESPONSE NO. OF RESPONDENTS
%AGE
Very Poor 0 0
Somewhat Unsatisfactory 0 0
Above Average 10 19.6
Very Satisfactory 30 58.8
Excellent 11 21.6
TOTAL 51 100
ANALYSIS & INTERPRETATION
The overall performance of the Autocop Remote Car Security System is very
satisfactory. While eleven spoke very high about Autocop Remote Car Security System,
thirty rated “very satisfactory”.
Very Poor0%
SomewhatUnsatisfactor
y0%
AboutAverage
20%
VerySatisfactory
58%
Excellent22%
Very Poor
SomewhatUnsatisfactoryAbove Average
Very Satisfactory
Excellent
42
(DEALERS)1. Brand of Remote Car Security System dealers deal in.
BRAND NO. OF
RESPONDENTS
%AGE
NIPPON 0 0
CROSSLINK WHEELS 0 0
MINDA 0 0
AUTOCOP 15 100
OTHER 0 0
TOTAL 15 100
0% 0% 0%
100%
0%0%
20%
40%
60%
80%
100%
120%
Response
%ag
e o
f re
sp
on
den
ts
ANALYSIS & INTERPRETATION
All the fifteen dealers included in the study deal in Autocop Remote Car Security
System.
.
43
2. Period of dealing in the same brand.
TIME PERIOD NO. OF
RESPONDENTS
%AGE
LESS THAN 1YEAR 3 20
BETWEEN 1 TO 5 YEARS 5 33.33
MORE THAN 5 YEARS 7 46.67
TOTAL 15 100
20%
33.33%
46.67%
0%
10%
20%
30%
40%
50%
%age of respondents
1
Response
LESS THAN 1YEAR BETWEEN 1 TO 5 YEARS
MORE THAN 5 YEARS
ANALYSIS & INTERPRETATION
Seven out of fifteen dealers are dealing with the particular brand for more than five years
whereas five dealers have been dealing with the particular brand between one to five
years and the balance three have been dealing with the brand less than one year.
44
3. Reasons leading to opt for the same brand of Car Security System.
REASONS NO. OF RESPONDENTS %AGE
QUALITY2 13.33
GOODWILL 4 26.67
SERVICE 8 53.33
CUSTOMER
PREFRENCE
1 6.67
OTHER 0 0
TOTAL 15 100
26.67%
53.33%
6.67% 0%
QUALITY GOODWILL
SERVICE CUSTOMER PREFRENCE
OTHER
ANALYSIS & INTERPRETATION
Maximum eight out of fifteen respondents hold service as the main criteria for opting
same brand of Car Security System. Four of the respondents observed Goodwill, two
considered quality while one respondent asserted that customer preference prompted
them to opt for the particular brand.
Most of the dealers feel that besides quality of the products, unparalleled after sales
service prompts them to opt for the particular brand.
45
4. Customers asking for a particular brand.
RESPONSE NO. OF RESPONDENTS
%AGE
YES 11 73.33
NO 0 0
SOMEWHAT 4 26.67
TOTAL 15 100
73.33%
0%
26.67%
0.00%10.00%20.00%30.00%40.00%50.00%60.00%70.00%80.00%
%age of respondents
1
Response
YES NO SOMEWHAT
ANALYSIS & INTERPRETATION
Seventy four percent of respondents prefer to install remote car security system of their
choice. While the remaining twenty six percent don’t insist for a particular brand
46
5. Convincing the customer to buy the particular brand of Security System.
RESPONSE NO. OF RESPONDENTS
%AGE
YES 4 26.67
NO 2 13.33
TO SOME EXTENT 9 60
TOTAL 15 100
26.67%
13.33%
60%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
%age of respondents
1
Response
YES NO TO SOME EXTENT
ANALYSIS & INTERPRETATION
Nine respondents feel that they are required to convince the customers to some extent,
while four of the respondents confirmed that convincing is required and rest two
respondents feels that convincing is not required.
47
6. Customer response towards brand of Security System.
RESPONSE NO. OF RESPONDENTS
%AGE
Very Satisfied 12 80
Somewhat Satisfied 3 20
Neutral 0 0
Somewhat Dissatisfied 0 0
Very Dissatisfied 0 0
TOTAL 15 100
0
80%
0
20%
00% 00% 00%0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
0.8
%age of respondents
1 2 3 4 5 6 7 8 9 10
Response
ANALYSIS & INTERPRETATION
Backed by quality product and good after sales service, dealers find customers
acceptance favorable in as much twelve of respondent’s response was “very satisfied”
and three respondents were somewhat satisfied.
48
7. Support available from the company.
SUPPORT NO. OF RESPONDENTS
%AGE
FREE INSTALLATION 11 73.33
QUANTITY DISCOUNT 4 26.67
ADVERTISEMENT 0 0
EXTENTED WARRANTY 0 0
ANY OTHER 0 0
TOTAL 15 100
73%
27%
0%0%0%FREE INSTALLATION
QUANTITYDISCOUNT
ADVERTISEMENT
EXTENTEDWARRANTY
ANY OTHER
ANALYSIS & INTERPRETATION
Free installation being provided by the company is taken by the dealer as a good support
and the balance twenty four thought quantity discount as attractive support.
49
8. Company’s response to the inquiries.
RESPONSE NO. OF RESPONDENTS
%AGE
Very Timely 6 40
Somewhat Timely 5 33.33
Mixed 4 26.67
Somewhat Slow 0 0
Very Slow 0 0
TOTAL 15 100
40%
33.33%
26.67%
0% 0%0%
5%10%15%20%
25%30%35%40%
%age of respondents
1
Response
Very Timely
Somewhat Timely
Mixed
Somewhat Slow
Very Slow
ANALYSIS & INTERPRETATION
While four respondents had mixed response, five observed that the response was
somewhat timely whereas six respondents held that it was very timely.
50
9. Volume of business accounted by company’s product.
VOLUME NO. OF RESPONDENTS
%AGE
24% or LESS 4 26.67
BETWEEN 25%-49% 10 66.66
BETWEEN 50%-74% 1 6.67
75% or MORE 0 0
TOTAL 15 100
26.67%
66.66%
6.67%0%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
%age of respondents
1
Response
24% or LESS BETWEEN 25%-49%
BETWEEN 50%-74% 75% or MORE
ANALYSIS & INTERPRETATION
Sixty seven percent of dealers have asserted that their business volume is accounted at
twenty five percent and above, while twenty six percent had business volume of less than
twenty five percent.
51
10. Satisfaction rate of delivery provided by company.
RESPONSE NO. OF
RESPONDENTS
%AGE
Very Satisfied 9 60
Somewhat Satisfied 5 33.33
Neutral 1 6.67
Somewhat Dissatisfied 0 0
Very Dissatisfied 0 0
TOTAL 15 100
60%
33.33%
6.67% 0%0%
Very Satisfied Somewhat Satisfied
Neutral Somewhat Dissatisfied
Very Dissatisfied
ANALYSIS & INTERPRETATION
Sixty percent of dealers were very satisfied; thirty three percent were somewhat satisfied
while seven percent were neutral.
52
11. Availability of promotional activities of the company.
RESPONSE NO. OF
RESPONDENTS
%AGE
YES 7 46.67
NO 0 0
SOMEWHAT 8 53.33
TOTAL 15 100
YES, 46.67%
NO, 0%
,SOMEWHAT53.33%
ANALYSIS & INTERPRETATION
Seven respondents find promotional activities of the company adequate and rest eight
respondents find it somewhat sufficient.
53
12. Other promotional activities envisaged.
PROMOTIONAL ACTIVITIES NO. OF
RESPONDENTS
%AGE
DEMO’s 1 6.67
SPECIAL DISCOUNTS 10 66.67
CATALOG MKT’ng 0 0
BANNERS/BUNTINGS 4 26.67
ANY OTHER 0 0
TOTAL 15 100
DEMO’s, 6.67%
SPECIAL DISCOUNTS,
66.67%
CATALOG MKT’ng, 0%
BANNERS/BUNTINGS,
26.67%
ANY OTHER, 0%
DEMO’s SPECIAL DISCOUNTS
CATALOG MKT’ng BANNERS/BUNTINGS
ANY OTHER
ANALYSIS & INTERPRETATION
Around sixty seven percent of the dealers feel that company should give more stress on
discounts and twenty seven percent asserted that banners will be useful. While six percent
respondents were in favour of demo’s.
54
13. Rating overall performance of the Remote Car Security System.
RESPONSE NO. OF
RESPONDENTS
%AGE
Very Poor 0 0
Somewhat Unsatisfactory 0 0
Above Average 3 20
Very Satisfactory 6 40
Excellent 6 40
TOTAL 15 100
ANALYSIS & INTERPRETATION
Six respondents rated overall performance of the Autocop Remote Car Security System
excellent, other six found the performance very satisfactory and one respondent held its
performance above average.
Overall response to the query is more than satisfactory and above with no negative
comments.
0% 0%
20%
40%40%
0%
5%
10%
15%
20%
25%
30%
35%
40%
1
Response
Very Poor
SomewhatUnsatisfactoryAbove Average
Very Satisfactory
Excellent
55
56
FINDINGS
(CUSTOMERS)
1. The study includes customers who have installed Autocop security systems.
2. Most of the sample has opted for Autocop brand; other brands have been
ignored in the study.
3. Security of the vehicle is the main reason for installation of remote car
security system.
4. The dealers contribute maximum of imparting awareness to the customer and
advice of friends & publicity play their little part.
5. Most of the customers are influenced and persuaded by dealers and decide
their purchase in the store.
6. As the base model of Autocop security system is between Rs2000 to Rs3000,
so maximum sample have opted for it.
7. Almost all the sample feels that the amount spent on Security System commensurate
with Utility.
8. Autocop remote car security system comes with three year warranty, so all the
respondents have same answer.
9. Major part of the sample finds no complaints in Autocop Remote car security
system.
10. In stray cases customers find complaints in Autocop Remote car security
system.
11. The company claims it’s after sales service as its back bone and the survey
projects the rightful claim of the company.
12. The overall performance of the Autocop Remote Car Security System is very
satisfactory.
57
(DEALERS)
1. The study entails dealers selling Autocop brand security systems.
2. Most of the dealers are dealing with the particular brand for four to five years.
3. Most of the dealers feel that besides quality of the products, unparalleled after
sales service prompts them to for the particular brand.
4. Good number of customers asks for some specific brand from the dealers.
5. Dealers are normally required to convince the customers giving utilities of
various features.
6. Dealers find customer’s acceptance favorable.
7. Free installation being provided by the company is taken by the dealer as a
good support.
8. Overall observation of the dealers towards response of the company to queries
is satisfactory.
9. Good average of dealers has asserted that their business volume is accounted
at 25percent and above.
10. Dealers have expressed their satisfaction over timeliness of the delivery.
11. The company lacks in promotional activities and needs more inputs.
12. Most of the dealers feel that company should give more stress on discounts
and banners.
13. Overall response to the query is more than satisfactory and above with no
negative comments.
58
LIMITATIONS
While conducting the survey, many deterrent have been faced which acted as a limitation
rather. Had these interventions not been there, the project would have been a much bigger
success than it has actually been. Here are some of the main limitations:-
1. Biased answer by the customers and dealers in certain cases could affect the
authenticity of the survey.
2. Lack of interest and time on part of respondents could have also put its impact
on the study.
3. Some respondents were not cooperative and evaded direct and straight
forward answers to the query.
4. Being a private Limited company the office was not equipped to answer
certain queries and part with important data.
59
SUGGESTIONS
It was a great experience to have executed in depth study of Autocop India Pvt Ltd in
general and it’s marketing strategy in particular. The ever rising graph of the
company’s sale speaks volume of foresightedness and capability of the management
with the result the company has emerged as undisputed leader in car security systems.
I feel there is always scope for betterment. Hence I wish to offer some suggestions
which I sincerely believe, if implemented, shall bring optimum results.
1. Creating awareness: The Company should take requisite measures to
create awareness of its range of product to end users as the company has been
found lacking in publicity and sales promotion activities. The objective can be
accomplished by way of advertisement in print media, electronic media,
banners and buntings.
2. Institutional Sales: The Company should explore more avenues for
institutional sales and OE sales. Besides making arrangement with the
manufacturing company at OE level, these can got fitted at dealers
showrooms.
3. Pricing: Though keeping in view, high cost inputs and no compromise over
quality, the rates fixed look reasonable but in view rates offered by other
players in the market for the same product the company should revise their
rates to combat competition.
4. Looks of Remotes: Company should take measures to keep pace with time
and bring forth attractive remotes, as the consumer not only prefers quality
product but also falls at looks of the remote. Some competitors who have
introduced new and attractive remotes are reaping enhanced sales.
5. Incentives to dealers: The Company should offer more incentives to
dealers by way of cash and quantity discounts to augment sales without credit
liability. The Company can also propose group tours in India and abroad to
dealers meeting or exceeding sales target.
60
6. Exclusive sales outlet: The Company may open exclusive showrooms in
major cities covering all product lines marketed by the company. This leaves a
convincing effect on the consumers regarding reliability of product quality
and pricing.
7. Extended Warranty: The Company should introduce extended warranty
against nominal payment.
8. The company should provide wiring harness/coupler against all brands of
vehicles as normally consumer insists that while fitting security system the
wiring of the vehicle should not be tampered with.
9. The company should ensure more expeditious after sales service.
61
CONCLUSION
The management of Autocop India Pvt Ltd is highly professional and quality
conscious, spearheading to accomplish its sales target. The livewire sales team
has proved its mettle by capturing 84% market share of the product, which in no
way is a mean achievement. The management, however, is not getting complacent
and is striving more assiduously to touch new dimensions in augmenting its sales.
More inputs in promotional activities creating better awareness of existing and
newly launched products, targeting prospective two/four wheeler owners shall pay
rich dividends. Better participation of dealer in sales promotion activities to
induce their interest in more sales by extending incentives.
The claim of the company of its market share appears to be genuine and the
respondents, by and large seem satisfied with the performance of the product and
companies after sales service.
62