A STUDY PROJECT REPORT ON

Consumer Behavior of HMT machine Tools Ltd.

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PREFACE
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Theoretical knowledge without practical knowledge is of little value. In order to achieve concrete and positive result along with theoretical concept the exposure of real life situation existing in corporate is very much needed. To fulfill this need the management course has a provision for the practical study program. I thank my institute to provide us such opportunity having training period in our course so that students can have real felling of industrial life.

My project study is based on Studying the Consumer Behavior of HMT machine Tools Ltd. The objective of my study is to know the Consumer Preferences, its Loyalty towards the company, to know the market awareness of consumers.

It was my fortune to get training in very healthy atmosphere. I got ample opportunity to views the overall working of the evaluation of marketing program of HMT Machine Tools Ltd.

In the coming pages an attempt has been made to present a comprehensive report concerning different aspects of Consumers Behavior.

Acknowledgement
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(Rajesh Kumar Sharma) CONTENT 4 .I am extremely grateful to the management of HMT Machine Tools Ltd. Naveen Dhingra Manager Marketing Devision. I would take this excellent opportunity to render my sincere gratitude to Mr. It is because of his kind assistance that I was able to complete this project successfully. Which else Company could have given me the better knowledge than the leading Machine Tool Company in the Nation. for giving me an opportunity to pursue study at the company. He was there to support me whenever I needed help at every point of my study. Last but not least I am grateful to all other members of the HMT family who guided me and provided me all the necessary resources to complete my study without any difficulty and made my Industrial study an experience memorable and success. First of all I would like to express my gratitude towards to Miss Yamini Gupta who helped me a lot in completion of my study. It was really a great valuable period for me. At the outset.

Chapter-1: Company Profile Chapter-2: Project Profile Chapter-3: Research Methodology Chapter-4: Limitations Chapter-5: Suggestions Chapter-6: SWOT Analysis Chapter-7: Conclusions Chapter-8: Findings and Analysis Appendix  Bibliography  Schedule  Forms of performance appraisal 5 .

Chapter-1: Company Profile Profile Hindustan Machine Tools 6 .

manages the tractors business directly and entirely as it does with the 1st four companies of the following list. HMT enjoys a holding percentage of 97. In 1953. HMT has also been successful in absorbing technology in all product groups by collaborating with recognized manufacturers from all over the world. HMT has six subsidiary companies under its supervision namely:  HMT Machine Tools Limited  HMT Watches Limited  HMT Chinar Watches Limited  HMT International Limited  HMT Bearings Limited  Praga Tools Limited As a holding company. HMT started the operation with the manufacture of 25 horse-power tractor at the manufacturing plant in Pinjore. CNC systems and bearings. HMT as a brand is popular among the masses as a premium watch making company. since its very inception. Moreover. HMT Limited is into a lot of other things as well. Hindustan Machine Tools Limited has 18 manufacturing units.25 and 51 respectively. the latter incorporated the machine tool manufacturing company by the name of Hindustan Machine Tools Limited. Today. Hindustan Machine Tools has also evolved through continuous in-house Research and Development (R & D). However. 7 . metal forming presses. HMT Ltd. printing machinery. HMT’s tractor business commenced its operations in 1971 in technical collaboration with M/s Motokov of Czechoslovakia. Over the years HMT. Besides. die casting & plastic processing machinery. In case of the last two. tractors .Hindustan Machine Tools is a public sector undertaking of the Government of India. (as Hindustan Machine Tools is popularly known) has diversified into watches.Haryana.

As leading manufacturer of Machine Tools in India HMT-MTL provides • • The best of products in terms of technology. Multi location. 8 . the pioneer in Machine Tools Industry in India and manufacturers of a diversified range of products has incorporated “HMT MACHINE TOOLS LIMITED” as its fully owned subsidiary on 9th August 1999 . Multi technology Company manufacturing a wide variety of “STATE-OF-THE-ART” Machine Tools. HMT Machine Tools Ltd. Customer Training and After sales service. productivity and cost effectiveness Comprehensive Customer Support services including Application Engineering. “HMT MACHINE TOOLS LIMITED” (HMT-MTL) is a Multi unit. HMT-MTL has its manufacturing units at Five locations with each unit specialized in a particular family of Machines.HMT Limited. The Sales and Service network is spread across the length and breadth of the country.

HMT is the largest unit in the industry with around 40% market share. leading to factory automation. Pioneering the concept of CNC technology in India. It employees over 4236 workers in total. from stand alone CNC machines to flexible manufacturing systems. To date. HMT’s broad range of machine tools covers General Purpose Machines and CNC Machines to meet the application needs of every engineering industry. HMT has the distinction of being the very first company to successfully manufacture its own CNC systems. Strongly supported by excellent in house R&D base. HMT have its manufacturing units at five locations with each unit specializing in a particular family of machines/services. Its manufacturing plant employs a high skilled work force. manufactured by HMT. Today. in association with Siemens of Germany. HMT contributes to the technological advancement of Machine tools. Quality 9 . HMT’s machine tool expertise has been developed to such an extent that HMT Machine Tools Ltd.000 machine tools on par with international standards in quality and performance. over 80.Today. HMT is well positioned at forefront of the precision engineering field. can design & develop any kind of machine. from simple lathes to multi station transfer lines. are in use all over India. The Sales and Service network is spread across the length and breadth of the country.

ISO 9001 accredited and HMT's Milestones 10 .While HMT Machine Tools builds robust machines to extracting specifications. HMT’s sophisticated quality assurance facilities ensure products that are highly reliable and dependable. All the HMT machine tools manufacturing units are are on a way of upgrading to ISO 9001-2000 accreditation.

VARIOUS UNITS & DIVISIONS OF HMT

YEAR
1953 1961 1962 1963 1965 1967 1971 1971 1972 1972 1973 1975 1975 1975 1978 1981 1981 1982 1982 1983 1985 1986 1991

UNITS / DIVISION
Machine Tools I Machine Tools II Watch Factory I Machine Tools III Machine Tools IV Machine Tools V Tractor Division Die Casting Division Printing Machinery Division Watch Factory II Precision Machinery Division Machine Tools VI HMT (International) Ltd. Watch Factory III Watch Factory IV HMT Bearings Limited Quartz Analog Watches Watch Factory V Specialised Watch Case Division Stepper Motor Division Ball Screw Division CNC Systems Division Central Re-conditioning Division

LOCATION
Bangalore Bangalore Bangalore Pinjore Kalamassery Hyderabad Pinjore Bangalore Kalamassery Bangalore Bangalore Ajmer Bangalore Srinagar Tumkur Hyderabad Bangalore Ranibagh Bangalore Tumkur Bangalore Bangalore Bangalore

STATE
Karnataka KarnatakaKarnataka Haryana Kerala Andhra Pradesh Haryana Karnataka Kerala Karnataka Karnataka Rajasthan Karnataka Jammu & Kashmir Karnataka Andhra Pradesh Karnataka Uttar Pradesh Karnataka Karnataka Karnataka Karnataka Karnataka

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Vision and Mission

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To establish as one of the world’s premier companies in the engineering field having strong international competitiveness To achieve market leadership in India through ensuring customer satisfaction by supplying internationally competitive products and services To achieve sustained growth in the earnings of the group on behalf of shareholders

Corporate Objectives & Goals
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to meet the growth needs and the aspirations of our stakeholders To present an active.• To encourage the modernization of Indian Industry through the supply of engineering goods and services of world class excellence To maintain technological leadership through continuous efforts to update product technology and manufacturing methods To globalize our operations by developing a mix of international markets and businesses To ensure a satisfactory return on capital employed. pleasant and productive working environment • • • •  Corporate Vision:  To be a leading GLOBAL ENGINEERING CONGLOMERATE focused on CUSTOMER DELIGHT in our fields of Endeavour.  Corporate Mission:  To establish as one of the world’s premier companies in the engineering field having strong international competitiveness  To achieve market leadership in India through ensuring customer satisfaction by supplying internationally competitive products and services  To achieve sustained growth in the earnings of the group on behalf of shareholders Objectives & Goals  To encourage the modernization of Indian Industry through the supply of engineering goods and services of world class excellence 14 .

to meet the growth needs and the aspirations of our stakeholders To present an active. 15 . Acknowledge all correspondence from you within a reasonable time of its receipt Adhere to the delivery schedules committed by us to you Strictly adhere to the standards. Efficient after-sales-service through our Regional / Zonal offices. Cost effective solutions to the customer. Supply of spares required within a reasonable time. To maintain technological leadership through continuous efforts to update product technology and manufacturing methods To globalize our operations by developing a mix of international markets and businesses To ensure a satisfactory return on capital employed. business and economic activities  Always strive to achieve economy in all our products and services without compromising the quality standards    Always remain competitive through continuous improvement in our technology Always be honest and transparent and would like to be seen as honest. Implement all the policies and directives of Central Vigilance Commission. Training to train the customer / his representatives on the utilization & maintenance of the product Commitment       Strive continuously to assure you of highest standard of service Strive to attain international standards to become globally competitive. specifications stipulated in ISO-9001 Always maintain the highest ethical standards in all our endeavors. pleasant and productive working environment    Services Provided      Quality Products and Services.

2001. 2. honest and transparent in dealings. the Company has developed a comprehensive business strategy which aims to profitably grow the Company’s market share in key growth segments and to maintain its leadership position in the Indian machine tools industry. The Company proposes to continue rationalizing its manpower to bring it to optimal size. Provide detailed specifications. commensurate with the size of its operations.235 employees have availed of the scheme till December 31st. Extend your cooperation in our entire endeavour.  We shall work together to achieve the product to your satisfaction. The Company intends to pursue continued growth over the medium term by:  Integrating production and increasing productivity through efficient use of existing capacity The Company has developed a plan to restructure its operations by consolidating the manufacture of certain products at certain locations based on the basic family of the machine and thus creating ‘centers of excellence’ for a product. where each manufacturer of machine tools specializes in a particular family of machines. planning and marketing.114 employees availed of the separation scheme in 2000-01.Expectations from Customer      Be prompt and reasonable. This will lead to greater synergy in production. Business Strategy In order to effectively compete in an increasingly open market. 1. Comply with the Service / Maintenance instructions and regular preventive maintenance schedule. HMT-MT had a voluntary separation package for its employees in 2000-01. 16 . In 2001-02.  Cost reduction measures Based on the assessment of manpower required. Be fair.

 Exploiting its large domestic sales and support network to increase market share HMT-MT believes that its extensive national marketing. The Company proposes to significantly increase the market penetration of its products by leveraging this extensive sales and support and distribution set-up. improved designs. with its focus on customer service. and also two 17 . and reliability of supply. etc. sales and support network. provides the Company with a significant competitive advantage over its competitors. quality of end products. which contains in addition to the Chairman and Managing director and full time functional Directors entrusted with finance and corporate planning. product quality. HMT-MT has been a leader in developing innovative solutions for the manufacturing sector for the past 5 decades. The R & D department provides inhouse support to operations and development of new products with focus on technology absorption. Increased research and development HMT-MT considers R & D as its significant strength. ORGANISATIONAL STRUCTURE HMT has three-tier structure of management. Personnel Director. At the top is the council of Boards. reduction of wastes. Marketing . cost reduction in various plants. improvement of yield.

senior Executive Director who are the Chief Executive of tools HMT plants in additions to these directors. In between the two in the committee of management which may rightly be termed as the real working board of the enterprises. This board is the unit Board meets every month for reviewing decisions to fulfill the roles of the unit to achieve the corporate objectives. The Executive Committee of management is presided over by the Chairman and Managing Director. ORGNISATIONAL STRUCTURE OF HMT PINJORE At unit level of HMT Limited. It meets every month to review the performance of each unit and to resolve the problems which are beyond the competence of the units. the Corporate Board has three representatives of labor. the Executive Director is the head of the unit and the organization is further divided into TWO main division:• Machine Tools division 18 . Each unit also has separate Board of Management. The internal members being the functional Directors and the Company Secretary . chaired by its General Manager and staffed by the heads its functional departments. Pinjore.

General Manager Jt. Marketing department of Machine Tool division and Tractor division is headed by the Joint General Manager and Deputy General Manager respectively and assisted by the following staff. a) b) c) d) e) f) g) h) Deptt. The General Manager (HRM) is the overall in charge of matters relation to the personal and Industrial relations of both the divisions.NO. Design Planning Progress Inspection Store Purchase Sale Personal MTP TRP Dy. General Manager DGM(QA) DGM DGM Manager GM(HRM) JGM(ET) AGM(RT) JGM(IT) AGM DGM DGM PRODUCTS 19 . General Manager GM(R&D) Jt. Sharing the chain of responsibility of the respective departments:- S.• Tractor division Both the units are controlled by the General Manager.

Machine Tools Product Range 20 .

 Turning Machines  Grinding Machines  Gear Manufacturing Machines  Machining Centres  Other Gpms  Special Application Machines  Diecasting Machines  Presses  Cnc Systems  Precision Ballscrews TURNING MACHINES High Speed Precision Lathe Craft master 21 .

• • • • • • • • • • • CNC Lathes CNC Turning Centres Heavy Duty Lathes Single / Twin Spindle Chuckers / Multispindle CNC Automats Sliding Head Automats CNC Training Lathes Centre Lathes CNC Slant Bed Turning Centres CNC Heay Duty Lathes CNC Chuckers CNC Turnmill Centres GRINDING MACHINES 22 .

CNC Centreless Grinders .CNC Surface Grinding Machine SGC1 • • • • • • • • • • • Cylindrical Grinders .Non-CNC Double Disc Grinders .CNC Internal Grinders .Others Cylindrical Grinders .Non-CNC Grinders .Non-CNC Surface Grinders .Non-CNC Centreless Grinders .CNC Double Disc Grinders – CNC Tool & Cutter Grinders GEAR MANUFACTURING MACHINES 23 .CNC Surface Grinders .

CNC Gear Hobbers .Non.High Speed Machining Centres .Horizontal Machining Centres .Vertical CNC Drilling & Tapping Centre Flexible Manufacturing Cells Flexible Manufacturing Modules Flexible Manufacturing Systems OTHER GPMs 24 .CNC High Speed Gear Shaper WS1 CNC-3A • • • • Gear Hobbers .CNC MACHINING CENTRES CNC Drilling & Tapping Machining Centre BLITZ 30 • • • • • • • Machining Centres .Non-CNC Gear Shapers .CNC Gear Shapers .

CNC Vertical Tool Room Milling Machine CTR-1 • • • • • • • • Programmable Knee Type Milling Machine Turret Ram Type Milling Machine Column Drill Broaching Machine Knee Type Milling Machine Radial Drill Carbide Tool Lapping Machine Vertical Surface Broaching Machine SPECIAL APPLICATION MACHINES Machining Solutions – For large size components .For large volume productions 25 .For specialized applications .

Copper. 26 . Zinc.• • • • • • • • • • • • • • Multi Station Round Table SPM SPM for Battery Manufacturing 2-Axes CNC Precision Co-ordinate Table Dual Spindle Case Trimming Machine Duplex Milling Machines Bilateral Master. Lead & Tin components. Magnesium.Slave Servo manipulators CNC Heavy Duty Internal Grinding Machine CNC Drilling & Reaming Machine CNC Stitching & Hole Drilling Machine Head Turning & Mouth Reaming Machine Rotary Indexing Machines Flash Hole Drilling Machines CNC 4-Axes Chucker CNC Precision Internal Grinding Machine DIE CASTING & PLASTIC INJECTION MOULDING MACHINES Horizontal Cold Chamber pressure Die casting Machine DC 500 HMT offers 9 models of Die-Casting Machines with locking forces ranging from 80 to 1100 tones to cover a wide range of pressure Die-Casting of Aluminum.

Flying Piston type accumulator individually adjustable speeds and pressures. HMT manufacturing six models of Plastic Injection Moulding Machine ranging from 80 to 630 tones locking force.8. Roto Gravure printing machines and various engineering products for conversion of rotary motion into linear movement and vice versa. The range covers Ball Screws in sizes from Dia 25 MM to Dia 80 MM with leads 5.The salient features of these machines include digital setting of Die-closing / Opening and Ejector Speed. Maximum length up to 3500 MM PRESSES 27 . 10 & 12 MM pitches. large adjustable opening stroke and programme logic control. PRECISION BALL SCREW A wide range of PRECISION BALL SCREWS used in CNC Machine Tool.

HMT Presses are designed and offered in various arrangements. two point or four points of power application and gearing arrangements to suit individual requirements.HMT offers wide range of • • • Mechanical Presses Hydraulic Presses Mechanical Press Brakes & other Presses The HMT range covers Mechanical Presses up to 2500 tonnes and Hydraulic Presses upto 8000 tonnes. CNC SYSTEMS CNC Systems covering controls for • • • • • Turning Machine Machining Centers Grinders & Punch Presses Turning Centers Twin Spindle Chucker Products & Services 28 .Crank / Eccentric Shaft / Eccentric Gear / Knuckle Joint Type with a choice of single point.

Desh Ki Dhadkan Automatic Day-date.WATCHES The Mechanical Range Hand wound Gents & Ladies .The Watch that lasts & lasts Series of Quartz Watches Elegance Its all about YOU 29 .

ONLY For MEN Utsav The Well Dressed Watch Sangam Absolutely Modern. For those who value Money Pace . Absolutely Indian Lalit Value for Money.For cute faces 30 .Roman .

Swarna Good as Gold Shreyas Sign of Good Times Chandan The fragrance watch Braille - A gift of time to the blind & Also Customised watches for Institutions Special Clocks Tower Clock 31 .

Solar Clock Population Clock Display Clock Floral Clock International Clock 32 .

Master slave Clock TRACTORS 33 .

30. 45 & 58 MAIN FEATURE AVL fuel efficient engine & New Style Bonnet Fuel efficient engine (HMT Design). 35.MODEL 2522 3022 3522 4511 5911 7511 2522 OS 3522 CS 3522 DX 4511 CS 4922 EDI ENGINES HP RANGE 25 30 35 45 58 75 25 35 35 45 49 25. New Style Bonnet AVL adapted fuel efficient engine & New Style Bonnet HMT Design Heavy Duty Tractor (Czech Design) HMT Design. Power steering & ROPS Low height and width for orchard applications Wetland cultivation Direct Axle Drive Wetland cultivation AVL adapted fuel efficient engine & New Style Bonnet Gen-set & Commercial applications OS: Orchard Special CS: Coastal Special DX: Direct Axle PRINTING MACHINERY HMT’S Printing Machinery range includes: 34 .

o o o o o o o o Five Color Sheet fed Offset Printing Machines Four Color Sheet fed Offset Printing Machines Two Color Sheet fed Offset Printing Machines Single Color Sheet fed Offset Printing Machines Web Offset Printing Machines Programmable Guillotines Punching & Stitching Machines Numbering Attachment BEARINGS 35 .

 Ball Bearings  Cylindrical Roller Bearings  Taper Roller Bearings The Pinjore Unit 36 .

In 1969 manufacture of broaching machines was taken up as imported a substitution available in horizontal and vertical versions cutting speed with dead constant speeds ensuring optimum tool life and fine surface finish. Later in June 1971. Pandit Jawaharlal Nehru. the Pinjore unit was established as the third machine tool factory . inaugurated it on October 23. The unit has designed a wide rang of both horizontal and vertical CNC machines centres to meet stringent accuracy standard. HMT’s Tractor project commenced its operations here. 1963. This factory has been designed. HMT’s self designed machines were introduced. To begin with.After having established two machine tools factories and a watch factory in Bangalore. In tune with HMT commitment to Usher in the latest technologies to the country’s gust developing Industrial base. In 1976 the unit introduced the state of the art computerized numerically controlled machines offering unlimited options in the unmanned manufacturing concept. the first prime minister of free India. 37 .It went into production on 1st October 1963. built and commissioned entirely by Indian talent in record period of 17 months of breaking the ground on May 2. It has now two Divisions:   Machine Tools Division Tractor Division Machine Tool Division: The unit was initially planned for manufacturing Milling Machines. foreign designed machines were manufactured and subsequently after acquiring designing capabilities. providing high flexibility and productivity with enough muscle to remove large quantity of material at low rpm for steels and high metal alloys. 1962.

it started assembly of 25 HP tractors in collaboration with M/s. ‘Y’. 58. Product Range At present. Designing capabilities were acquired to widen the product range. Rotary Tables. ATCs. Production facilities were simultaneously established to reduce the imported content with the result that the model was fully indigenized within a short span of five years.High processing speed is ensured through CNC systems that have powerful graphics and user finely features. boring and reaming operations with re-circulation linear motions bearing for high position accuracy with encoder ‘X’. 35. Broaching Machines. drilling.000 tractors so far. 65 and 75 HP Tractors have designed in house. Products of HMT Pinjore Division:  FMS & FMC. Initially. 38 . ‘Z’ axis. 45. HMT also manufactures specialized versions for particular soil conditions like coastal special and the orchard special. HMT sells its Tractors through its well knit 300 strong dealer network. within the country as well as in the international market. The unit also manufactures moving column type special purpose machines which can perform milling. 65 and 75 HP ranges. 50. The machine can be integrated with other machine tools into flexible manufacturing line. 58. HMT manufactures tractors in 25. the tractors were assembled from imported CKD/SKD packs. It has sold over 3. Machining Centers – Horizontal and Vertical. Pinjore was selected for the project because it was within the high-density crop-producing region according immediate market in the vicinity. 30. Motokov of erstwhile Czechoslovakia. 35. 45. Milling Machines – CNC & NON CNC. Refurbishing & CNC Retrofitting Tractor Division: HMT established Tractor plant in Pinjore in 1971 to provide Impetus to the Country’s Green Revolution. Out of these 30. tapping. manufacturers of Zetor brand of tractors. To begin with.

Pune (ARAI). Of late. Rice and Flour Mills and Construction equipments etc. to manufacture and market the worlds only transport oriented tractors (HMT tractors). Reliability and economy are the main features of HMT Diesel Engines. certify HMT engines. and Bureau oIndian Standards (BIS) etc.V. The engine manufacturing facilities are continually upgraded and improved to ensure requisite quality. It is also offering the diesel engines for industrial applications like compressors. Institutions like The Automotive Research Association of India. and 4 cylinders diesel engines in the range of 25HP to 65HP in technical collaboration with A. HMT limited has obtained exclusive world wide rights to manufacture and sell tractors featuring a range of 2 wheels and 4 wheels drive with fully suspended axels in 60 to 130 HP ranges.HMT has been manufacturing 2.L of Austria to meet its captive requirement for powering tractors since 1971. HMT Diesel Engines HMT plans to grow the business of diesel engine as a strategic business unit and is taking initiatives towards this end. 39 . and for power generation in the range of 12 to 35 KVA ratings. it has opened up the sales of its diesel engine for tractor powering also.Looking Beyond Tractors High Speed Tractors HMT has entered into technology transfer agreement with Tractor Vehicle ltd. 3.

It is translated into an action plan through the tools of marketing management. P’s Of Marketing for HMT Machine Tools MARKETING MIX The key to understand integrated marketing today is to understand the implications of the word ‘strategy’. PRODUCT MIX PRICE MIX Marketing Mix PROMOTION MIX PLACE MIX  Product 40 . price place and promotion that the firm blends to produce the response. These tools together are called as MARKETING MIX.Marketing Mix Of HMT Machine Tools Ltd. it wants in the target market. and Promotion. tactical marketing tools product. Place. Price. The marketing mix consists of everything the firm can do to influence the demand for the product. Many possibilities can be collected into four groups of variable known as 4p’s. it provides the much desired direction for allocation of marketing effort. Individually they are Product. a marketing strategy is the link between the product and the market. Marketing Mix is the set of controllable. A strategy is what you are going to do.

which geographic region or industry. Typical examples of a mass produced objects are the motor car and the disposable razor. families. point of sale placement or retailing. This fourth P has referring to the channel by which a product or services is sold (e. online vs. product identity and the customer's perceived value of the product. word of mouth and point of sale. The business may increase or decrease the price of product if other stores have the same product. public relations.  Place Place represents the location where a product can be purchased.g. A typical example of a mass produced service is the hotel industry.  Price The price is the amount a customer pays for the product. It is often referred to as the distribution channel.  Promotion Promotion represents all of the communications that a marketer may use in the marketplace. for example.An object or a service that is mass produced or manufactured on a large scale with a specific volume of units.advertising. business people). retail). Promotion has four distinct elements . to which segment (young adults. etc. competition. material costs. 41 . It refers to how the product gets to the customer. It is determined by a number of factors including market share. A less obvious but ubiquitous mass produced service is a computer operating system.

Word of mouth is any apparently informal communication about the product by ordinary individuals. seminars or trade fairs and events. from stand alone CNC machines to flexible manufacturing systems. HMT’s broad range of machine tools covers General Purpose Machines and CNC Machines to meet the application needs of every engineering industry. Sales staff often plays an important role in word of mouth and Public Relations (see Product above). produces a wide range of products from simple lathes to multi station transfer lines. conferences. sponsorship deals. leading to factory automation. exhibitions. satisfied customers or people specifically engaged to create word of mouth momentum. Its main products are:  TURNING MACHINES • • • • • • • • • • • • High Speed Precision Lathe NH 22/26/32 High Speed Precision Center Lathe CRAFTMASTER CNC Lathe STARTURN CNC Center Lathe Pride M100 CNC Lathe AUTOMANN 26 CNC Lathe ECONO CNC 26 CNC Lathe AUTOCOMP 55 CNC Lathe STALLION 100 CNC Lathe STALLION 200 CNC High-Speed Turning Machine STALLION HS CNC Turning Center PUSHKAR 200 CNC Turning Center SUPERTURN 20 42 . Product Mix HMT Machine Tools Ltd.Public relations are where the communication is not directly paid for and includes press releases.

• • • • • • Slant Bed CNC Turning Center STC 20 Slat Bed CNC Turning Center STC 25/ SBNC 30 Slant Bed CNC Turning Center SBCNC 40/60 CNC Turning Center PRECITURN PT-S/L/EL Flexible Turning Cells Medium and Heavy Duty Lathe o SUPERCUT LATHE B32 o Heavy Duty Lathe L45/L50/L60/L70 o Medium Duty CNC Lathe B32 CNC o Heavy Duty CNC Lathe L45 CNC/L50 CNC/L60 CNC/L70 CNC o CNC TWIN SPINDLE CHUCKER TSC 20 • • • • • • • CNC AUTOMAT A16 CNC SLIDING HEADSHOCK AUTOMAT P7/P16 CNC TURNINGMILL CENTER GDM MULTISPINDLE AUTOMAT GS/GF MULTISPINDLE AUTOMAT AS/ASH SEMI AUTOMATIC TURNING MACHINE SAT CNC TRAINMASTER LATHE T70 PC/ T100 PC  MACHINING CENTRES • VERTICAL MACHINING CENTRES o VMC 400S/VMC 400M/VMC 500M/VMC 800M/VMC 1000/VMC 1200M/VMC 1600/VMC 5SM o CNC TRAINMASTER MACHINING CENTER VMC 200T PC o CNC DRILLING AND TAPPING CENTER BLITZ 30/DT40 43 .

DRILLING & BROACHING • • • • • • • • • CNC VERTICAL TOOL ROOM MILLING CTR 3V/ 5V RAM TYPE TURRET MILLING MACHINE TRM 3V/ 5V KNEE TYPE MILLING MACHINE FN2 KNEE TYPE MILLING MACHINE FN3 MILLING MACHINE FNR DOUBLE COLUMN CNC COORDINATE DRILLING & TAPPING MACHINE CDM 25 RADIAL DRILL RM BROACHING MACHINE RISZ/ RW DOUBBLE ENDED FACING & CENTERING MACHINE  GRINDING MACHINES • HYDRAULIC CYLINDERICAL GRINDER G17 / G22 PRECISION CYLINDRICAL GRINDER ANUBHAV 130 & APURVA 175 CNC CYLINDRICAL GRINDER SMART 125/175 CNC CYLINDRICAL GRINDER CGM 225 CNC CNC UNIVERSAL GRINDING MACHINE GNC15 CNC CYLINDRICAL GRINDING MACHINE G12 CNC HEAVY DUTY CNC UNIVERSAL GRINDER G60 CNC ROLL CAMBER/ CYLINDRICAL GRINDER GRC55 HYDRAULIC SURFACE GRINDER SFW HORIZONTAL SPINDLE SURFACE GRINDER PSG200 CNC VERTICAL SURFACE GRINDER CNC GVS 30/ CNC GVS40 CNC SURFACE GRINDER SGC1 CNC CNC ROTARY SURFACE GRINDER RSG 500 TWIN GRIP CENTERLESS GRINDER GCL140 FGH TG 44 • • • • • • • • • • • • • .• HORIZONTAL MACHINING CENTRES o HORIZONTAL MACHINING CENTER HMC400M/ 500M/ 630/ 400/ 500/ 4S o HIGH SPEED HORIZONTAL MACHINING CENTER HSM 400/HSM 500 o HORIZONTAL MACHINING CENTER HMC800/ 1000/ 1250/ 1500  MILLING.

3A AND 4A CNC INTERNAL AND FACE GRINDING MACHINE GIN16T/ 2A CNC BORE GRINDING MACHINE CNC DOUBBLE DISC GRINDER GDS 15 CNC/ 22 CNC CRANKSHAFT GRINDER GCS 500  GEAR CUTTING MACHINES • • • • • • • • • TRAINER GEAR HOBBER H125 GEAR HOBBER H250/ H 400 HIGH SPEED GEAR HOBBER L200 CNC GEAR HOBBER H250 CNC (3 AXIS) CNC GEAR HOBBER H 400 CNC (2 AXIX) HIGH SPEED CNC GEAR HOBBING MACHINE L200 (3 AXIS) GEAR SHPER MESHMATIC S 150 HIGH SPEED GEAR SHAPER W51 CNC HIGH SPEED GEAR SHAPER WS1 CNC (1&3 AXIS)  SPECIAL PURPOSE MACHINES • • • • • • • BED TYPE MILLING MACHINES HORIZONTAL BORING & MILLING MACHINES (TABLE TYPE) FLOOR TYPE HORIZONTAL BORING & MILLING MACHINES CNC FLOOR BOARING MACHINE CNC 3-AXLES PLANOMILLING MACHINE CNC DOUBLE COLUMN PORTAL VERTICAL MACHINING CENTER 5-AXLES CNC GANTRY VERTICAL RAM TYPE PLANO MACHINING CENTER (CNC GANTRY POWER MILL) 45 .• • • • • • • • • PRECISION CENTERLESS GRINDER GCL60/1OO/140 CNC INTERNAL GRINDER SMART IG 150/ GI 100 CNC CNC INTERNAL GRINDER GIN90 / 2A CNC INTERNAL AND FACE GRINDER GIN30/ 4A CNC INTERNEL GRINDER GIN 20/ 2A.

PIM.• • • • • • • • • • • • CNC VERTICAL TURNING MACHINES FLEXIBLE MANUFACTURING SYSTEM 7-AXLES CNC UNIVERSAL TRAVELLING COLUMN DRILLING.PRESSES • • • • HORIZONTAL COLD CHAMBER PRESSURE DIECASTING MACHINES DC80 TO DC 1100 MICROPROCESSOR CONTROLLED AUTOMATIC PLASTIC INJECTION MODULING MACHINES P180 TO PI630 PRESSES AND PRESS BRAKES MECHANICAL PRESSES E2S-100-SF/E2S-200-SF-E2S-300-SF 46 .BOARING & MILLING MACHINE MOVING COLUMN RAN TYPE MILLING AND BOARING MACHINE WITH 5 AXES CNC SYSTEM 5-AXES CNC HONEY COMB MILLING MACHINE 6-AXES CNC HIGH SPEED ROUTING AND DRILLING MACHINE CNC SEMI AND FINISHED LINE BOARING MACHINE CAMSHAFT MILLING MACHINE CNC 4-AXES CHUCKER CNC DRILLING AND REAMING MACHINE MULTISTATION ROTARY SPM HEAD TURNING AND MOUTH REAMING MACHINE 2-AXES HIGH SPEED PRECISION CNC CO-ORDINATE TABLE ROTARY INDEXING MACHINE DUAL SPINDLE CASE TRIMMING MACHINE FLASH HOLE DRILLING MACHINE DUPLEX MILLING MACHINE RUGGED DUTY EXTENDED REACH MANIPULATOR (RDM) THREE PIECE MASTER SLAVE SERVO MANIPULATOR SUB SYSTEM FOR ENGNEERING TOMOGRAPHY • • • • • • • •  DIECASTING.

• • • • • CUSTOM BUILT MECHANICAL PRESSES SPECIAL MECHANICAL PRESSES HYDRAULIC PRESSES HYDRAULIC PRESS BRAKES MECHANICAL PRESS BRAKES  PRINTING MACHINES • • • • • • • • • • • FIVE COLOUR SHEETFED OFFSET PRINTING MACHINES WITH PERFECTOR SOM 536 V FOUR COLOUR SHEETED OFFSET PRINTING MACHINE SOM 436/ 431 FOUR COLOUR SHEETED OFFSET PRINTING MACHINE SOM 425/ 204 TWO COLOUR SHEETED OFFSET PRINTING MACHINE SOM 236/ 231 TWO COLOUR SHEETED OFFSET PRINTING MACHINE SOM 225/ 225N/220/220N SINGLE COLOUR SHEETED OFFSET PRINTING MACHINE SOM136/ 131 SINGLE COLOUR SHEETED OFFSET PRINTING MACHINE SOM 125G/ 125N/125B SINGLE COLOUR SHEETED OFFSET PRINTING MACHINE SOM 120/ SOM 120N MINI OFFSET PRINTING MACHINE PEARL 1217 MINI OFFSET PRINTING MACHINE MOM 1015 PROGRAMMABLE GUILLTINE PG 92 AND PG 115 47 .

Another element to consider in the pricing of earning assets is the risk of loss. Most notably. it is important that company attempt to establish a correlation between two. Customer relationships are difficult to assign a value to in the pricing process. First. Also the quality of service provided has direct relationship with the fees charged. this is relevant in CNC machines. pricing should be such that the company can get its cost and also some profit up to the level which is fixed by top level management. Thus while deciding the price mix customer services rank the top position. are of high quality and technology. It is essential that both the buyers as well as the sellers have feeling of winning. Products Starts With Three Basic Questions. The pricing policy of A Company is considered important for raising the number of customers’. Customers will generally press for some price concessions in consideration of other relationships they have with the HMT Company.Price Mix The pricing decisions or the decisions related to prices charged by companies are found instrumental in motivating or influencing the target market. the strategy is concerned with fee charged and the second strategy is related to the service provided.versa impact. 1. Since both the strategies throw a vice. 48 . What rate does the HMT Machine Tools Ltd. Pricing HMT Machine Tools Ltd. need to meet its financial objectives? The answer is. the machines of HMT Machine Tools Ltd. Many companies assign a risk weighting to individual machine over a certain size or based on machine type and assign a credit risk charge based on those ratings. The organizations are required to frame a strategy. So.

but if you’re pricing is uncompetitive. the number of machine tools company’s locations has increased a great number. wants higher rates for its machines.2. The point is. PLACE MIX 49 . You can do the entire math you want to determine required pricing points. and people want the machines at lower rates. In the past few years. 3. there are the second hand machine sellers. HMT Machine Tools Ltd. and the Chinese machines sellers competing with the company. What would the HMT Machine Tools Ltd. the competitive marketplace always ensures that if a company is charging too much for any kind of machine. What is the market rate for the core product? Customers have more distribution channels available to them today than at any other point in history. your market share will shrink. The fact is. You need the right balance of effectiveness and efficiency to reduce operating costs. has to do to sales and operations to make its rates the most competitive in its market? Pricing is a key issue for the associates who sell same products to your customers. its share of the market will likely dwindle as existing and prospective customers find alternative providers. and a healthy asset and liability mix to change your required pricing. Of course.

The number of branches of HMT machine tools: 5 LOCATION OF BRANCH: • • • • • BANGALORE COMPLEX PINJORE COMPLEX KALAMASSERY COMPLEX HYDRABAD COMPLEX AJMER COMPLEX 50 . The services are sold through the branches. The 2 important decision making areas are: making available the promised services to the ultimate users and selecting a suitable place for branches.This component of marketing mix is related to the offering of services.

51 .

Telephone 91-484-254 0731 Hyderabad Complex Machine Tools Division. Beavar Road.O. Dist. Panchkula Telephone 91-1733-263 825-29 Kalamassery Complex Machine Tools Division. Ernakulam Dist. Ajmer 305 003 Telephone 91-145-244 0620 / 244 0670 500 054. HMT Colony P. Bangalore 560 031 Telephone 91-80-5662 6850 / 52 Pinjore Complex: Machine Tools Division.. Kalamassery 683 503. Hyderabad Telephone 91-40-2308 5721 Ajmer Complex Machine Tools Division.O.Bangalore Complex: Machine Tools Division. Narsapur Road. Bangalore.O.. HMT Township P. Pinjore 134 101. SALES & SERVICE NETWORK 52 . HMT P.

Marketing Network: 53 .

himself goes in personal and meets the clientele. Customer training programs on Mechatronics in addition to regular machine-oriented training for machine tools. Some upcoming Exhibitions are as follows: 54 . discounts etc.• • • • Wide marketing network manned by qualified & trained sales & service engineers Service outlet at customer doorsteps in major industrial locations. He gets to knows about the need of the customer and tells him the best product which will suit to him. HMT selling industrial products does not need to advertise or promote sales. The manager of HMT Machine Tools Ltd. HMT Machine Tools Ltd. uses Personal Selling way to communicate with there customers. the most distinguishable categories are two namely Personal and impersonal. demonstrating and selling their products. are also done in personal by the manager. Personal selling has an important role to play in communicating between a firm and its customers. it just needs a good sales representative to handle the sales department. An Exhibition is the huge congregation of manufacturers and dealers under a single roof for displaying. Negotiations. These Exhibitions are mostly organized by organizations namely Chambers of Commerce and Indian Machine Tools Manufacturers Association (IMTMA). Manufacturing Units supplement customer support for tooled-up and high technology machine tools Promotion Mix Promotion Mix is the communication mix which deals with the personal and impersonal persuasive communication about the product or service of the manufacturer. Though companies communicate with their present and potential customers in wide variety of ways. Trade Fairs and Exhibitions are the only mean of promotion of the products by HMT. All the queries of the customer are addressed by the sales representative.

55 . Tooling Systems. Metrology & CAD/CAM 15 – 18 February 2008 at Bangalore International Exhibition Centre [BIEC]. • • Modern Machine Shop 2008.27 January 2010. Pragati Maidan. Bangalore.29 April 2008. New Delhi TOOLtech 2008. Bangalore. 22- 28 January 2009 & 21 . Bangalore. Machine Tool Accessories. Bangalore International Exhibition Centre [BIEC]. • IMTEX 2009 and IMTEX2010. 10th International Exhibition of Cutting Tools.• IMTEX 2007 & TOOLtech 2007. 25 . The 13th Indian Machine Tool Exhibition with international participation rganised from 18-24 January 2007 at Bangalore International Exhibition Centre [BIEC].

Chapter – 2: Project Profile CONSUMER BEHAVIOUR/PREFERENCES 56 .

We are dependent on him. He is not an interruption on our work. We are not doing him a favour by serving him. He is the purpose of it. He is not dependent on us.Before getting into the details of Consumer Behavior we need to understand some basic terminologies. The view has been broadened overtime so that at least some scholars now do not consider a monetary exchange to the definition of consumers. In general terms both ‘Consumer’ and ‘Customer’ are considered the same but they are quite different. “A customer is the most important visitors on our premises. So ultimately Consumers are those individuals who purchase for the purpose of individual or household consumption. Though the word ‘Customer’ is used as a single unit purchases could be made both by the individual and the group’. This position holds the consumers are potential purchasers of product and services offered for sale. OR 57 . South Africa in 1890. He is doing us a favour by giving us the opportunity to do so”. This change implies that potential adopters of free services or even philosophies or ideas can also be encompassed by the definition.  Consumer: The traditional view point has been to define consumer strictly in terms of economic goods and services. Traditionally the word ‘Customer’ was used to define people whom the organization dealt with externally.  Customer: The term is used to refer to someone who regularly purchases from a particular store or company. Mahatma Gandhi has made a visionary and deep meaningful statement at Johannesburg.

The individual who consumes or uses a product . which may or may not be purchased by him. CONSUMER DECISION MAKING 58 . It generally assumed that consumer decision making is based on limited information that the consumer has. evaluating and disposing of products and services that they expect would satisfy their need. The Consumer Behaviour research goes far beyond the facts of consumer preferences and encompasses all of the behaviours that consumers display in searching for purchasing. money. efforts) on various consumption related items. after getting into these terms we need to get into the details of “Consumer Behavior”. Consumer Behavior can be said to be the study of how individuals make decision on how to spend their available resources (time. using or disposing of goods or services. The detailed study of Consumer Behaviour or Consumer Preferences focuses ono Who Buys products or services? o How do they buy products or services? o Where do they buy them? o How often do they buy them? o When do they buy them? o Why do they buy them? o How often do they use them? These questions will help in understanding the factors that influence the decision making process of the consumers. OR Consumer Behavior may be defined as the decision process and physical activity individuals engage in when evaluating. acquiring. So. using.

buying the same product again. The purchase can be –  Repeated Purchase i.It refers to the set of activities that would lead an individual to perform some specified tasks.e. In case of consumer preferences it would refer to the set of factors that make an individual prefer one product over another. LITERATURE REVIEW 59 . The preference for the products mainly lies in the answer of the following important questions How well the product suits the consumer?  Till what extent it satisfies the needs of the consumers and what are the shortcomings?  Does the product suit the budget/purchasing power of the consumer?  How readily and easily the product is available in the market? POST PURCHASE BEHAVIOUR: The output portion of the Consumer Behaviour model states that the consumer evaluates the various brands of the products he is interested in buying and then chooses a specified brand.  Trail i. going for the new product just because the earlier similar product was not satisfying or because the consumer likes to try new product.e.

Della Bitta. Consumer Behavior Concepts and Application19.com AND http://en.Once the research problem is formulated. the researcher undertakes an extensive literature survey. The details about the different machines have been collected from websites likehttp://www. There are various brands of different machines available in India and the individuals prefer different ones according to their choice and needs. The research to be conducted was “To study the Customer Behavior of HMT Machine Tools and its Comparison with others” The inspiration to conduct this particular research was from David L.sonalika.wikipedia. The literature survey conducted here includes the academic books and websites from internet.org/wiki/machinetools 60 . Loudon & Albert J.

MODEL OF BUYING BEHAVIOUR MARKETING STIMULI OTHER STIMULI BUYER’S CHARACTERICTS BUYER’S DECISION PROCESS      PRODUCT PRICE PLACE PROMOTION PHYSICAL DISTRIBUTION     ECONOMIC TECHNOLOGICAL POLITICAL CULTURAL     CULRURAL SOCIAL PERSONAL PHYCHOLOGICAL  PROBLEM RECOGONITIO N INFORMATION RESEARCH EVALUATION OF ALTERNATIVES PURCHASE DECISION POST PURCHASE BEHAVIOUR     CONSUMER DECISION MAKING PROCESS 61 .

62 . manufactured components. and its competition with others. The research has tried to cover almost every area of the research topic and has gained an insight of the Customer’s Satisfaction of HMT Machines Tools Ltd. the resource list or the sampling frame. There are several research designs5 and researcher must decide in advance of collection and analysis of data as to which design would prove to be more appropriate for his research project. objectives of his study.. Customers may say one thing but do not say another. desired standard of accuracy and the like when taking a decision in respect of design for his research project.PROBLEM RECOGONITION INFORMATION RESEARCH EVSLUATION OF ALTERNATIVES POST PURCHASE DECISION PURCHASE DECISION Understanding consumer behavior and ‘knowing customers’ is never simple. resources. He must give due weight to various points such as the type of universe and its nature.According to ALBERTO CULVER PHILOSOPHY Business organizations do not only sell. They also buy vast quantities of raw materials. Seller needs to understand these organization’s needs. policies & buying procedures. They may respond to influences that change their mind at the last minute………. They may not be in touch with their deeper motivations. plant & equipment. supplies & business services.

Chapter-3: RESEARCH METHODOLGY Research in common parlance refers to search for knowledge. It can also be defined as a scientific and systematic search for information on a specific topic. According to OXFORD 63 .

Dictionary: “Research is a careful investigation or inquiry especially through search of new facts”. SAMPLING AND SAMPLE DESIGN SAMPLING: 64 . It includes research methods and also considers the logic behind the methods used in the context of the study. Research methodology may have dimensions. It may also be understood as the science of the study and minimizes the degree of uncertainty of making wrong choices. It helps to understand assumptions underlying various techniques and the criteria by which they can decide that certain techniques will be applicable to certain problems and others will not. Therefore in order to solve a research problem it is necessary to design a research methodology for the easy and accurate solution of the problem. Research Methodology in a way is a written game plan for conducting research.

SAMPLE DESIGN: A sample design is a definite plan for obtaining a sample from the sampling frame. In other words it is the process of obtaining information about an entire population by examining only a part of it. It is usually less expensive and produces results at faster speed.  It provides more accurate information. It refers to the technique or the procedure that is adopted in selecting the sampling units from which 65 .Sampling can be defined as the selection of some part of an aggregate or totality on the basis of which a judgment or inference about the aggregate or totality is made.  It enables to estimate the sampling errors and thus assists in obtaining information concerning characteristics of population. In measurement terms the sample must be valid which depends upon –   Accuracy – It is the degree to which biasness is absent from the sample.  It also enables greater speed of collection of data. The ultimate test of sample design is how well it represents the characteristics of the population it purports to represent. The process of sampling is used for various reasons Sampling saves time and money. Precision – It represents how well the sample represents the population in all respect.

inferences about the population is drawn. Sampling design is determined before the collection of the data. Following questions have to be considered while sampling design      What is the relevant population? What is the parameter of interest? What is the sampling frame? What is the type of sample? What sample size is needed? How much will it cost? SAMPLE SIZE: 66 . Several decisions have to be taken in context to the decision about the appropriate sample selection so that accurate data is obtained and efficient results are drawn.

Here the sample size is 100 respondents but the evaluation is being on the data obtained from 80 individuals as the remaining questionnaires were not completely filled.It indicates the number of individual who would be surveyed. 67 . SAMPLING: In this case Extensive Sampling would be used.

Large samples can be used and therefore the results are more dependable. Schedules. Before using this method “PILOT SURVEY” was conducted by me. The method collected will largely determine how the data is collected. The gathering of data may range from a simple observation at one location to a grandiose survey of multinational corporations at sites in different parts of the world. A good questionnaire should be comparatively short and simple and the sequence shall be from easy the difficult ones. It is considered as the heart of survey operations and therefore should be very carefully constructed. Interview Method. There are several methods of primary data collection like Observation Method. The main methods of data collection adopted here are –  Primary Data Collection: This methodology is used for the proximity to the truth and control over errors. These cautions remind us to use care in designing data collection procedures and generalizing form results. and Questionnaires and so on. Respondents have adequate time to give well thought to their answers. 68 . Questionnaires have many positive features like• • • • • They are economical. Respondents can be reached conveniently.DATA COLLECTION After defining the problem and deciding about the sample and its size we need to collect data to further carry out our report work. The method used by me is Questionnaire. It consists of a number of questions printed or typed in a definite order which is filled by the respondents on their own. They are free form the biasness of the interviewers.

e. Websites. My pilot survey was conducted on 10 respondents and I found the results quite satisfactory and therefore went forward with the same methodology of the study adopted. Company profile. The sources used in this case are-     Magazines. Journals. Experience gained in this way would lead to the improvement in the study. 69 . SECONDARY DATA COLLECTION: Secondary data means that data that are already available i.PILOT SURVEYIt is the replica or rehearsal of the main research or survey and is carried out to find out the weaknesses of the questionnaire and the survey techniques. refers to data which has already been collected and analyzed by someone else.

Chapter – 4: LIMITATIONS 70 .

10. in order to deliver my 100%. They have acted as limitation of the study and a few of them are:- 1. for the various Machine Tools Companies. 71 . Research gets bound as we have to give liter tests along with study.Various hindrances occurred while carrying out the research. whole of the population. facts 2. 9. the 8. 7. No stipend provided by the company for this research work. Consumers were not aware about various brands available. 4. While collection of the data many consumers were unwilling to fill the questionnaire. The time period for carrying out the research was short as a result of which many have been left unexplored. 3. 11. As machines being an industrial product I didn’t find many respondents who would answer to me due to their busy schedule. The area for study which is quite a large area to judge out the consumer preferences The market is not well flourished and because of which many good brands are not available. 5. Many of the respondents did not fill the questionnaire completely because of which sample size got reduced to 80. Only 100 respondents have been chosen which is a small number to represent the 6. Method of sampling is chosen which seems not to be appropriate. so it was difficult for me to bear the expenses.

Chapter – 5: DATA ANALYSIS & INTERPRETATION 72 .

 Most of the have adopted the new technology but the remaining who are not using AGRO machines may is due to the high prices of this type of machines. 73 . Does u have any CNC machine? 70 % 60 % 50 % 40 % 30 % 20 % 10 % 0 % yes no yes no AG O PR UC R OD T Interpretation This was a straight forward question the answer to it was that about 67% of the respondents had AGRO machine .1.

86.  About 90%of customers were aware of BOTALIBOI. LMW. Are you aware of all the Major Market Players of Machine Tools? 10 0% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% S ONL A IK T H ES OR ER MT C OTH S S ONL A IK H MT ES OR C T OTH S ER NO NO C um Awarenes uns er s Interpretation  Customers in particular area seems to be having good knowledge about all machines.33% each of LMW and others. They are very much aware about most of the companies. 74 .  All of the customers were aware about HMT.  HMT and BFW are more familiar among the customers as compared to other companies like BOTALIBOI.2.

 9%were having Botaliboi. Which Brand/Companies Machine does u own? 60% 50% 40% 30% 20% 10% 0% H MT S NALIK O A E CO T S R O HE S T R Interpretation  Out of samples surveyed. 59% were responding for HMT. 75 .  18% customers were having BFW Machines.  5% person had the low quality Chinese Machines.3.  8%were having Germany made Machines.

 10% had it from 4-5 year and the well established companies had it before the last 5 years. 1 to 2 yrs 2 to 3 yrs 3 to 4 yrs 4 to 5 yrs m than 5 yrs ore 76 .  23% were having it from the last 2-3 year.13% had it from 3-4 year. For how long does u have that Machine? 35% 30% 25% 20% 15% 10% 5% 0% Y ears S ince they are having Machines Interpretation  On this question the response came out to be that 21% of the respondents were having CNC machine for the past 1-2 year only.4.

5. Does price bothers you before purchasing any Machine?
50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Y es

No Y es No In s e cas om es

In s e om cas es

R pondents view abou Price es

Interpretation
 Most of the people about 49% of the people said yes Price bothers them before

purchasing any machine , cause the cost of mostly all the CNC machines is so high that people have to think before buying it.  34% of the respondents said no price don’t bother them because they want just the best at any price.  17% replied that in some cases price is a major factor for them.

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6. Which is the most important factor to you before purchasing any machine?
2 5% 2 0% L of Machine ife 1 5% 1 0% 5% 0% Maintenance C ost after sale capicity of w ork F actors InfluencingP urchse P rice

Interpretation
 From the survey it is clear that price is the most important factor before

purchasing any machine, about 25% of the respondent said this.
 22% said life of the machine is most important for them.  Maintenance cost and After Sales Services had similar response about 18% and

15% respectively.

Performance of the machine was also rated high, it was about 20%.

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7. Which factor is most influencing to you to purchase the Machine?

40% 35% 30% 25% 20% 15% 10% 5% 0% AF TER S ES AL S V E ER IC LIF PER E IOD OF TH MAC INE E H ANY OTH ER BR AND IMAGE PR E IC

Interpretation
 Brand Image is given importance before making the purchase decision as 39% of the respondents replied.
 Price again as analyzed earlier is the most important factor for making purchase

decision, 11% respondents replied that price is the most influencing factor for them.
 After Sales service was influencing for 31% respondents.  Life of machine was rated high by 15% respondents.  And other Factors like Handling, Size etc. influenced 4% of our respondents.

79

37% of the buyers are influenced by their Engineers for making purchase decision. about 30% respondents said they themselves make the purchase decision.  Past experience of the machine counts a lot 29% of the respondents are influenced by that. 80 . Who influences you more in buying decisions of CNC Machines? Interpretation  Most of the respondents are in machine tools industry from a long time. so they themselves are aware of what to buy.  The engineers are the persons who are responsible for the effective production.8.  Other factors were rated just 4%.

81 . where as 8% were very less influenced by the price of the machine.  49% of the respondents were highly influenced. What impact has price got on the purchase of CNC Machine? Interpretation  Price has a very high influence on 36% of the respondents.  25% were having a medium impact.9.

through these they come to know about various new machines and technology.  Through the Word of Mouth 13% of the respondents come to know about new machines.  Magazines and Newspaper are the source of information for 10% of the respondents. From where does u come to know about the latest Machines and technology? Interpretation  Exhibitions and Trade fares are the major source of consumer’s knowledge.10. 82 .34% and 43% is the response to exhibitions and trade fares respectively.

which is the highest percentage. Are you satisfied with the after sales services of your CNC Machine? 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% After s aless ervice s fation level atis 8% 27% 21% F ully S fied atis S fied atis Neutral D s fied is atis 44% Interpretation  On this question the answer as Fully Satisfied people is very less it is about 8%.  The number of Satisfied persons is high it is about 44%.11. whereas dissatisfied respondents are 21%. 83 . means most of the people are satisfied with the after sales services provided.  Percentage of Neutral people is 27%.

84 .12. Are you satisfied with its overall performance of your Machine? Interpretation  Fully Satisfied people in any case are found very difficultly.  Satisfied numbers of respondents are more about 46% of the respondents are satisfied with the performance of their Machine.  Neutral and Dissatisfied respondent are 25% and 19% respectively. so is the case here the number of Fully Satisfied respondents are just 10%.

 ESCORT is also above HMT in providing benefits to its customers 30% of the respondents are in favor.13. According to you which company gives most benefits to customers? 60% 40% 20% 0% sonalika escort H MT OT E H RS C pany g om ivingm benefits to ore custom ers 25% 40% 30% 5% Interpretation  The response to this question is not in favor of HMT.  OTHERS is the company which provides least benefits to its customers just 5% of the respondents voted for it. as persons in favor of HMT are just 25%. 85 .  SONLIKA H MT sona lika escort OT E H RS H MT sonalika escort OT E H RS which provides most benefits to its customers. 40% of the respondents gives this evident.

86 .  ESCORTS 19%  5%of the people said they will buy Chinese machines or will buy second hand machine of any company as due to high cost. The response to it was very good as 45% of the respondents said they will buy SONALIKA machines. Next time which brand of CNC Machine you would like to purchase if you have to purchase another CNC Machine? 50% 40% 30% 20% 10% 0% N O ext ption SN O ALIK A H MT E CO T S R ANYO H R T E Interpretation  This question was asked to check the Brand loyalty of the respondents and their thinking about HMT Machines.  26% of the respondents said they will go for HMT.14.

Chapter – 6: Facts and Findings 87 .

That customers likes to purchase machines when offered discounts and other attractive schemes. After Sales Services play a important part in improving sales. So. HMT should work on that. But we should work to add more and more customers. In Machine Tools industry the preference is given mainly to Price of Machine then to any other factor.  Performance of Machine .Facts and Findings From the survey we can find out that mostly the Machines are purchased by Large scale industry people. Customers come to know about latest machines and technology through Exhibitions and Trade fares . That the people who are HMT customer are Loyal to it. 88 .

Chapter – 7: SWOT ANALYSIS 89 .

SWOT ANALYSIS STRENGTHS  HMT brand Value.  HMT has experienced staff. WEAKNESSES  Turnover mainly coming from single product Tractor division. qualified manpower.  Less usage of media for marketing. it enjoys the full support of Govt. 90 . providing engineering solution and maintenance back up for trouble-free running of tractors.  Present market share other then in machine tool is very less.  Since it is a Govt.  Extensive dealership and service network.  Old plant requires substantial modernization  Financial health of company is poor.  Wide product range.  Morale of employees is not high. policies may affect the profitability.  Product-image among customer is not good. office space and computer network to support its activities.  Efficiency of HMT Tractors and Machines is better then other competitors.  It has adequate infrastructure.  As a Govt.  Its brand has been well accepted in the market. concern.  Fully integrated plant in Pinjore. so change in Govt.  Support of HMT in terms of deploying latest manufacturing technology. enterprise.

undertaking its business may be affected due to change in govt. THREATS  Being a govt.  Not a good image of company among consumers.OPPRTUNITIES  It is the biggest plant (in terms of area) among India’s manufacturers of Tractors.  It has huge network of dealership all over the country.  Provides good after sales services. 91 . policy.  Competition from other manufacture of transport vehicle.  Continuous growth in Tractor Industry in the Country.  Slow down of expected demand of some of its products.  Increased completion from domestic market as well as from international market.  Availability of cheap and liberal finance to consumers.  Free service camps are organized for the customer satisfaction.  Multipurpose machines will offer new market for the company.  Lack of dealership in some cities.

Chapter – 8: SUGGESTIONS 92 .

93 . Company should give autonomy to the employees so that they can take there own decision.  It should provide attractive credit policy.  Company should take serious actions on the complaints of the buyers so that they are fully satisfied and quality can be improved  Worker participation in management should be encouraged.  It should provide discounts to the customers like the other competitors.  Concessions on Transportation and things like free Transit Insurance would attract more customers .SUGGESTIONS FOR THE COMPANY  HMT should participate in more and more Exhibitions and Trade Fairs for the promotion of their product. so as to attract even small scale producers.  No purchase should be made till the old stock is disposed off.

Chapter – 9: CONCLUSION CONCLUSION 94 .

As the company started 55 years back.  however Machines are not performing bad in the market but to get a good position in the market it has to give some extra ordinary performance The new HMT Machines are performing well but due to its image of high price machine it will take some to get a place in customer mind . it is competeting with new companies and holds largest share of the Indian market which still it is running in losses it shows poor performance of HMT workers and Management . I would like to say that the market position of HMT is not so good. 95 . In the last. It needs good publicity and marketing activities at the moment the only need to run things in a proper and arranged manner which would increase the sale in a positive manner.Consumer service should be increased so more customer can be attracted.  But the company has to do something extra to bring good image in the minds of customers.  Instead of opening more dealerships the company should work on providing better after sales services. Not only for new customer but for old customer also However according to the survey the Machines are good.

Chapter – 10: APPENDIX Consumer Survey Form 96 .

I am undergoing summer training and this training is being conducted in lieu of partial fulfillment of 3rd semester for the degree of MBA and means no business. Which Brand/Companies Machine do u own? HMT BFW BATLIBOI GERMAN MACHINE CHINESE MACHINE 4. For how long does u have that Machine? 1-2 yrs 2-3 yrs 3-4 yrs 4-5 yrs 97 . Personnel Information: Name: Age: Place: 1. Do u have any CNC machine? Yes No 2. Are you aware of all the Major Market Players of Machine Tools? Yes No 3.

Which factor influence you the most to purchase the Machine? Brand Image Price After Sales service Life period of Machine Any other 7.>5 yrs 5. Who influences you more in buying decisions of CNC Machines? Self Engineers Past experience of Machine Other 98 . Does price bothers you before purchasing any Machine? Yes No In some cases 6.

Are you satisfied with the after sales services of your CNC Machine? Fully Satisfied Satisfied Neutral Dissatisfied 11.8. Are you satisfied with its overall performance Of your Machine? Fully Satisfied Satisfied 99 . From where does u come to know about the latest Machines and technology? Exhibitions Trade fares Word of mouth Any other means 10. What impact has price got on the purchase of CNC Machine? Very High High Medium Less 9.

According to you which company gives most benefits to customers? HMT BFW BOTLIBOI LMW 13.Neutral Dissatisfied 12. Next time which brand of CNC Machine you would like to purchase if you have to purchase another CNC Machine? HMT BFW BOTLIBOI LMW ANY OTHER 100 .

Chapter – 10: BIBLIOGRAPHY 101 .

Research Methodology Methods and Techniques (Second Edition) HMT Machine Tools Catalogue Web Sites: • • • www. Principles of Marketing Kothari C.com/ www.hmtindia.R..imtma.com/ 102 . SONTAKKI Kotler .hmtmachinetools.BIBLIOGRAPHY Books and Journals: • • • • Marketing Management: C.N.in/ www.

103 .

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