Professional Documents
Culture Documents
Definitions:
“The marketing as the performance of business activities
that direct the flow of good and services from producer to
customer is user”
-Pyle-
1. Research design:
1. Exploratory research
2. Descriptive research
3. Casual research
Sample Design:
4. Data Analysis:-
On the basis if the data for 1993-2000 total two wheeler may
rise to nearly 50 lakhs units by 2002-2003. The new opportunities
fully utilized by the existing major players like auto, LML,
ESCORTS, HERO HONDA, TVS Suzuki and ROYAL ENFILED.
Bajaj auto has been increasing the capacity of its factories at
Waiuj and Akrudi and is implementing a new project at third site
in pune with an eventual capacity of 3.5 million units annually.
Hero Honda has been making considerable head way in recent
years. Besides increasing the capacity of its daluhia plant to 3.5
lakhs unit per annum it is setting up a new project in gorgon with
a yearly out put of 3 lakhs units. Escorts has been creating
separate division for trying out tractors and two wheelers and a
joint venture in collaboration with Yamaha of Japan has been
promoted with equal state in the equity capital and the complex
in Sujpur in up , which will be the biggest of its kind in the
country. Kinetic Honda and Kinetic engineering have been
creating new facilities in the existing plants while TVS Suzuki is
executing a new plant in tumkur, Karnataka with capacity of 3
lakhs units yearly, LML for its part, has completed its first phase
of expansions in the year 1996 at a cost Rs 200 crores which
resulted in an increase inits production capacity from 2lakhs units
to 3lakhs unit annually. The second phase o f expansion would
engage the company to increase its production to six units
eventually.
Demand drives
Future:
The Bajaj group came in to existence during the turmoil and the
heady euphoria
But when he did so. He put his heart and soul in to it. with in a
short while, he not only consolidated the group. But also
diversified in to various Manufacturing activities, elevating the
groups to the status in the enjoy till this day.
Rahul Bajaj to day heads the groups. He has been the chief
executive officer go Bajaj since 1968 and is recognized as one of
the most outstanding business leaders in India. As dynamic as his
illustrious predecessors. he has been recognized for his
achievement as various national and international forums.
Under Rahul Bajaj auto has made it really big among other
segment of the Bajaj family. Bajaj auto it self accounts for Rs
3845crores in the country’s Rs7000crores market for two-
wheelers and three wheelers. Presently it is passing through a
worst recession in its 46 years out history under Rahul because of
growing competition from the other companies.
Based in pune Bajaj auto has two factors presently in walaji and
akrudi and a new project is coming up at a third site in pune it self
with this the total capacity will be 3.5 million units annually.
STRATEGY
Bajaj auto’s main focus is on the middle class who are its
traditional customers and potential customers, so all its strategies
are tailored to make the company cost focused as most of the
middle class, if not all look for “value for money for years”
though Bajaj auto is very competitively positioned., overall the
last few years, it has been gradually loosing its market share in
the two wheelers segment for premium models. Though Bajaj
auto focuses on middle class this segment will be not in future.
The threat to the company came from with in because it had
ignored the role of product development. Forever, the spate of
new products and models in the recent past show that the phase
is over.
HISTRORICAL PERSPECTIVE
Organisation structrure:
➢ Scooters
➢ Motorcycles
➢ And three wheelers
Dealers:
VARUN MOTORS
VARUN TOWERS,
HISTORY OF BAJAJ:
Bajaj auto accounts for Rs.3845 crores of the total shares of the
Indian two wheeler market which includes scooters,
motorcycles and mopeds and it also has an over wheeling shall
of 87% in the three wheeler market.
STRATEGY:
Bajaj auto’s main focus is on the middle class who are its
traditional customers and potential customers, so all its strategies
are tailored to make the company cost focused as most of the
middle class, if not all look for “value for money for years”,it has
been gradually loosing its market share in the two wheelers
segment for premium models. Though Bajaj auto and focuses on
middle class this segment will not in future. The threat to the
company comes from with in because the role of product
development.
The company is a cost leader and struggling to become as a
differentiator. Its resistance change lies in its belief that its cost
focus strategy is too strong to be diluted with reserves of Rs.1500
crores cash rich Bajaj auto need not think twice about investing in
innovation and technology. Yet the company has never first to
launch new models. Recently the company is trying to get rid of
the image that is unable to innovate , so apart from upgrading
each of its vehicles by the end of the year 1998. Bajaj auto going
to launch lower new models including motorcycles, scooters and
mopeds.
PRESENT:
➢ Advertising in newspapers.
➢ Free campaigns
➢ Test rides
➢ Exchange melas
➢ Mileage contents
➢ Loan melas
➢ Hoardings and wall paintings
➢ Extra value for exchange
➢ The free services for scooters a 6 for and paid service after
scale of scooters break down repair service.
➢ Four years extended engine said problem service.
➢ Finance through Bajaj Auto Finance and other finance like.
➢ ASHOK LEYLAND
➢ ASSOCIATE FINANCE
➢ BAJAJ AUTO FINANCE LIMITED
➢ COUNTRY WIDE FINANCE
➢ HDFC
➢ ICICI
➢ TATA FINANCE
➢ VARUN FINANCE
➢ Free check up campaigns
➢ Demo for new products
➢ Acceptance of warranty claims
➢ Customer training and
➢ Good customer management with a mission of inspiring
confidence.
SERVICES OFFERED
Work Force
PULSAR 220
Two-wheelers Sales:
3.28% 16.36%
Sources Eenadu paper june18-2009
ACHIEVEMENTS:
MAJOR ACHIVEMENTS
Varun motors has sold over 77199 two wheelers and 16860
three wheelers
Varun motors achieved the all India No.1 ensuring customer
satisfaction by Gallup an independent market research
market research organization.
Varun motors are the member of the executive dealers
committee which consists of fourteen dealers all over India.
Bajaj auto ltd grew at impressive 42.9% for fiscal 2005 due
to jump in its motorcycle sale.
The company achieved the 2004-2005 with an incredible
26,21,400 motorcycles, an impressive jump of 27% obit FY
2004.
The year on year growth registered by the company is
extremely well.
MARKETING MANAGEMENT
1. Product:-
Means the goods and service combinations the company
offers to the target market and activities relating to the product
services etc.
2. Price
3. Place:-
4. Promotion:
Place Convenience
Promotion Communication.
– Transportation
– Where housing and storage
– Order processing
– Inventory control
It includes:
a. The product:-
The marketing mix concept has its roots in the 1950s U.S.
corporate marketing world, and the practice of marketing has
obviously evolved tremendously since this term was invented.
One of the changes is that there are a lot more services available
nowadays, such as those available online. Also, the distinction
between product and service has become more blurry (e.g., is a
Web-based software application a product or a service?). Either
way, product here refers to products or services. The product you
offer needs to be able to meet a specific, existing market
demand. Or, you need to be able to create a market niche
through building a strong brand
b. Place
This term really refers to any way that the customer can
obtain a product. Provision of a product can occur via any number
of distribution channels, such as in a retail store, through the
mail, via downloadable files, on a cruise ship, in a hair salon, etc.
The ease and options through which you can make your product
available to your customers will have an effect on your sales
volume.
c. Promotion:-
Product Price
Quality Discounts
Design Allowances
Features Payment
Promotion Place
Target
Advertising Customers Channels
Personal Coverage
Selling
Assortnent
Sales
promotion Locations
Fig 4.1 the four P’s of Marketing Mix
Price: The price you set for your offering plays a large role in its
marketability. Pricing for offerings that are more commonly
available in the market is more elastic, meaning that unit sales
will go up or down more responsively in response to price
changes. By contrast, those products that have a generally more
limited availability in the market (but with strong demand) are
more inelastic, meaning that price changes will not affect unit
sales very much. The price elasticity of your offering can be
determined through various market testing techniques.
FACTORS AFFECTING THE MARKETING MIX. Market
Factors:-
B. Marketing Factors:-
These are the factors which the company has direct control.
They are product planning. Brand policy, distribution, channels
personnel selling policy sales promotion and market research.
PRODUCER
PROCUREMENT TRANSPORT
VARUN MOTORS
CONSUMER
PROMOTION
Table No. 1
Consumption of Varun motors products:
No. of Percenta
S.No Particulars
Respondents ge
1. Yes 80 80%
2. No 20 20%
Total 100 100
Interpretation:-
From the above table 80% of the respondents said that
customers are consuming Varun motors products where as 20%
said ‘no’.
Table No. 2
Quality and quantity of Varun motors Products:-
No. of Percenta
S.No Particulars
Respondents ge
1. Yes 90 90%
2. No 10 10%
Total 100 100
Interpretation: -
Table 3
Price levels of Varun motors Products
No. of Percenta
S.No Particulars
Respondents ge
1. Yes 90 90%
2. No 10 10%
Total 100 100
Interpretation:-
From the above table, 90% of the respondents said that they
are satisfied with the price levels of Varun motors products,
where as 10% said ‘no’
Table 4
Getting Varun motors
No. of Percenta
S.No Particulars
Respondents ge
1. From milk parlor 20 20
2. Direct to home 20 20
3 Others 60 60
Total 100 100
Interpretation:-
From the above table 60% of the respondents said that they
are getting the Varun motors milk from others where as 20% said
from Parlor and 20% said direct to home.
Table 6
Availability of milk in time
No. of Percenta
S.No Particulars
Respondents ge
1. Yes 90 90
2. No 10 10
Total 100 100
Interpretation:
From the above table 90% of the respondents said that the
milk is available in time where as 10% said not getting in time.
Table 7
Parlor near to home
No. of Percenta
S.No Particulars
Respondents ge
1. Yes 80 80
2. No 20 20
Total 100 100
Interpretation:-
From the above table 80% of the respondents said that the
parlour is near to home where as 20% said ‘no’.
Table 8
Leakages in milk packets
No. of Percenta
S.No Particulars
Respondents ge
1. Yes 10 10
2. No 90 90
Total 100 100
Interpretation:-
From the above table, 90% of the respondents said that no
leakages in milk packets where as 10% said ‘Yes’.
TABLE 9
Awareness of the schemes
Interpretation: -
From the above table, 75% of the respondents said that they
are aware of milk and schemes, where as 25% said ‘festival
offers’.
Table 10
Uses of Varun motors milk
No. of Percenta
S.No Particulars
Respondents ge
1. Curd 40 40
2. Butter milk 50 50
3. Ghee 5 5
4. Tea/Coffee 5 5
Total 100 100
Interpretation:
From the above table 50% of the respondents said that they
use the Varun motors milk as butter milk where as 40% said for
curd and 5% for Ghee and 5% said for Tea/Coffee.
Table 11
Purchase under Varun motors products
No. of Percenta
S.No Particulars
Respondents ge
1. Curd 20 20
2. Butter milk 30 30
3. Ghee 10 10
4. Milk 40 40
Total 100 100
Interpretation:
From the above table 40% of the respondents said that they
are purchasing Varun motors milk where as 30% said butter milk
and 20% of respondents said that as curd and 10% said ghee.
Table 12
Purchase of 180 Certification
S.N No. of
o Particulars Respondents Percentage
1 Yes 65 65
2 No 35 35
Interpretation:-
From the above table, 65% of the respondents said that no
purchase of certification leakages in milk packets where as 35%
said ‘Yes’.
TABLE 13
Interpretation:
From the above table 40% of the respondents said that they
are interest to buy sweet lassie packets and 40% said ‘Basundhi’
where as 10% said sweet less Kova and the remaining 10% said
mango drink.
Table 14
Consumption of milk per day
No. of Percenta
S.No Particulars
Respondents ge
1. Below 1 liter 40 40
2. 1-2 liter 30 30
3. 2-5 liters 20 20
4. Above 5 liters 10 10
Total 100 100
Interpretation:
From the above table 40% of the respondents said that they
consume below 1 liter where as 30% said 1-2 and 20% said 2-5
and 10% said above 5 liters.
Table 15
Types of delivery System
No. of Percentag
S.No Particulars
Respondents e
1. Door delivery 60 60%
2. Retailers 10 10%
3. Agents 20 20%
4. Other 10 10%
Total 100 100
Interpretation:
From the above table, 60% of respondents said that they
prefer the door delivery system where as 20% said through
agents and 10% said through retailers and the remaining 10%
said through others.
TABLE –16
Purchases Branded Milk
S.N No. of
o Particulars Respondents Percentage
Varun motors
1 Milk 70 70
2 Vijaya Milk 20 20
3 Dodla Milk 10 10
Interpretation:
From the above table, 70% of respondents said that they
prefer the Varun motors Milk s where as 20% said Vijaya Milk and
10% said Dodla Milk.
TABLE 17
Use Varun motors Milk
S.N No. of
o Particulars Respondents Percentage
3 Weekly 0 0
Total 100 100
Interpretation:
From the above table, 90% of respondents said that they
prefer the every day system and the remaining 10% said day by
day.
TABLE – 18
Purchase the Varun motors Curd
S.N No. of
o Particulars Respondents Percentage
1 Yes 60 60
2 No 40 40
Total 100 100
Interpretation:-
From the above table, 40% of the respondents said that no
purchase of certification leakages in milk packets where as 60%
said ‘Yes’.
FINDINGS
2. Consumers of Vijay milk are of low income group and those are
adopting daily payment at booths. Only 7% of Vijaya milk
consumers are utilizing Varun motors milk carcls in buying the
milk
SUGGESTIONS
1. The should introduce standardize and high fatty milk to attract
a segment of consumers from middle and high income groups
2. Incentive should be given to commission agent based on their
indents by encouraging them carrying out more milk sales
3. The should adopt an aggressive campaign with special caption
which can educate the consumers about bacteria free milk.
4. Measures to be taken to reduce the price of Kova and packing
of Kova should be made attractive.
5. Messages to be taken to improve quality of butter milk and to
be available in sufficient quantity a the parlors. Butter milk may
be sold through pan shapes on commission basis.
6. Pamphlets/booklets should be published and distributed to
educate ladies in preparing various milk food items like Kova
Sweets thus enabling increase in milk sales.
7. New milk products like rose milk bodem milk etc. may be
introduced
Milk distribution should be maintained systematically so that they
can reach customer in time.
GLOSSORY
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