sandeep field work

8/6/2019 Sandeep Field Work

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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.


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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


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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


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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:


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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


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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


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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.


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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


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A diagram illustrating the structure of Indian automobile Industry


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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


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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


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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


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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


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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


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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


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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


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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


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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


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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


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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


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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


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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


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(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


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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.


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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.


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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.


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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.


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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.


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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.


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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.


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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


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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.


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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


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(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.


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(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.


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(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.


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(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.


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(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.


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(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.


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(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.


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(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 %.


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(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 :-


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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 %


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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 %


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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 %


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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.


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(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.


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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


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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


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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?


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(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


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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


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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


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Principle of Marketing- Phillip kotlar

sandeep field work

Documents