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By SHISHIR PRATAP SINGH (REG No. 5141) OF VISHWA VISHWANI INSTITUTE OF SYSTEMS AND MANAGEMENT
UNDER THE GUIDANCE OF Dr.C.ANURADHA ASSOCIATE PROFESSOR
A PROJECT REPORT SUBMITTED TO THE FACULTY OF BUSINESS MANAGEMENT IN PARTIAL FULFILLMENT OF THE REQUIRMENTS FOR THE AWARD OF THE POST GRADUATE DIPLOMA IN MANAGEMENT July 2010
I Shishir pratap singh, hereby declare that this project titled “THE MARKETING STRATEGY OF FORD MOTOR” Is an original work carried out by me, under the guidance of DR.C.ANURADHA (Designation of faculty). The report by me is a bonafide work carried by me of my own efforts and it has not been submitted to any other university or published any time before.
Signature of the student Shishir pratap singh
Certified that this project titled “the marketing strategy of ford motor” is bonafide work of “THE MARKETING STRATEGY OF FORD MOTOR”, who carried out the research under my supervision, certified furthers, that to the best of my knowledge the work reported here is done not from part of any other thesis dissertation on the basis of which a degree or award was conferred one an earlier occasion on this or any other candidate.
Signature of the Faculty Guide Dr.C.Anuradha
Shishir pratap singh VVISM .IMAD AKHTAR (General Manager) MR. ABID for providing assistance from time to time for this project. my gratitude to great almighty and my parents without whose concerned and devoted support the project would not have been the way it is today. Last but not the least. Hyderabad 4 . Specially MR. C. SUNITA RATNAKARAM for his immense guidance.ANURADHA and project coordinator Prof.Acknowledgement I would like to thank my Project Guide Dr. I would like to thank all faculty members of Vishwa Vishwani Institute of Systems & Management for guiding and supporting me in the completion of project from time to time.SHREEKANT (ASST MANAGER). ISSAQ PASSA and MR. valuable help and the opportunity provided to me to complete the project under her guidance. To initiate with anything I would like to record my sincere thanks to all members of FORD MOTOR LTD.
Table of Contents TOPIC Title page Declaration by student trainee Certificate from company Certificate from guide Acknowledgement Content page Executive Summary Chapter. Scope & limitation PAGE NO. Objectives b.2 Research Methodology Chapter. Need for the study c.3 Company overview Industry overview Literature review 5 . 1 Introduction a. Chapter .
5 Findings. recommendations & conclusion Annexure Questionnaire Documents supporting if any Bibliography 6 .4 Data Analysis Chapter .Chapter .
Project Introduction. Data analysis. Methodology.PREFACE S ummer Training in any organization is an attempt to provide the student a practical input and exposure to the real world situation in which he has to work in future. While working on the project. It enhanced my knowledge in the field of marketing. To developed the new business relation with different nationalized and private bank across the twin city Hyderabad and Secundrabad. The way of promoting the products. providing a better convenience of customer. The project work provided to me was a titled “The Marketing strategy of Ford Motor”. Suggestions and Conclusions. This project also gave me the chance to improve logical thinking and interacting patterns. I came to know about the latest marketing strategies and trends prevailing in the market. Company’s Profile. and developing the new strategic technique to sell the product. My training in FORD MOTOR was an attempt in this regard. I conducted the event show of popular “go fida” cars. the “ford FIESTA” and “ford FIGO” and met a lot of customer and got information from their side. This report provides me a chance to study and analyses the practical aspects of the topic ( The Marketing Strategy of Ford Motor). The Extract of the work is presented in this report under various headings as. Introduction. 7 .
modern look. luxurious interior design.EXECUTIVE SUMMARY This project was really a challenge for me but I learned a lot while preparing this project basically FORD MOTOR LTD. new technology. doing new promotion and advertising is done in relation to the 4 P’s of marketing that is Product. Manufacturing the cars and providing better service to the customer. developing the new relation. and it has new launched the “go fida” FORD FIESTA FORD FIGO This project high lightens the importance of financial institutions and banks role in car selling. This project also highlights the product promotion during the different bank visit firstly make aware the bank branch manager about the product. Price. 8 . mileage efficiency during the conducting of event show in entire area of the city. cheap price. There exist some opportunity in the marketing activity done by the company in the past. The project deals with the various aspects of marketing strategy and sales. The new marketing strategy of the company will develop the mutual relation with banks and provide the quick facility the car finance to the customer. My topic of study is “The Marketing Strategy of Ford Motor” compared the Ford product with the other automobile product in the aspects of features. New marketing strategy mean that creating new market area. Place and Promotion.
1 9 .CHAPTER .
Only those companies will succeed which at best match to the current environmental imperatives – those who can deliver what people are ready to buy. and we need to know that it is not only 10 . The marketing department cannot accomplish the company’s customer relationship-building goals by itself. Hence the aim of marketing is to build and manage Profitable Business Relationship This is a part of the strategic marketing done by every company to achieve it objectives and goals. Marketing is all around us. there are drastic changes coming up in all sectors even in the automobile Industries.INTRODUCTION TO THE TOPIC Today’s society is warm with urbanization and demonstration effect. To maximize the profits and long-term plans every organization has to follow a strategic planning. With a view towards it. Marketing is much more than just an isolated business function – it is a philosophy that guides the entire organization towards sensing. serving and satisfying consumer needs. Thus marketing calls upon everyone in the organization to “think customer” and to do all they can to help build and manage profitable customer relationship. according to their convenience. In the present context the companies operate on the principle of natural selection – “Survival of The Fittest”. It must partner closely with other departments in the company and with other organization throughout its entire value – delivery network to provide superior customer value and satisfaction. no amount of promotion or selling can be compensating. Organizations gain market leadership by understanding consumer needs and finding solutions that delight consumers. If customer value and satisfaction are absent. The following information gives an insight about it. But real marketing does not involve the art of selling what the manufacturers make.
information. Analyzing marketing opportunities. services. wholesaler and retailers. HARNESSING NEW MARKETING TECHNOLOGIES IN THIS DIGITAL AGE. BUILDING AND MANAGING PORFITABLE CUSTOMER RELATIONSHIPS.” “Marketing management is the process of planning and executing the conception. What marketing is what it does and what it offers? “Marketing is a social and managerial process whereby individual and groups obtain what they need and want through creating and exchanging products and value with others. The marketing process consists of the following: 1.used by manufacturing companies. Managing the marketing efforts. The marketer uses research methodologies to identify opportunities. 3. pricing.” “Marketing offers some combination of products. BUILDING AND MANAGING STRONG BRANDS. but also by all kinds of individuals and organizations There are four major. powerful themes that go to the heart of modern marketing theory and practice. 2. or experiences offered to a market to satisfy a need or want” Marketing is an orderly and insightful process for thinking about and planning for markets. Planning marketing programs 4. 11 . 4. 2. that is. 3. they are: 1. to find individuals all groups of people with unmet needs or latent interest in some products or service. MARKETING IN A SOCIALLY RESPONSIBLE WAY AROUND THE GLOBE. goods and services to create exchanges that satisfy individual and organizational goals. Developing marketing strategies. promotion and distribution of ideas. The process starts with researching the market place to understand its dynamics.
Before taking any decision and achieving the goals, it has to make analysis of what to do, how to do, when to do, where to do and who is to do it. This is nothing but strategic planning. Goals indicate what a business unit wants to achieve whereas strategy is how to get there.
Marketing strategies in simple terms are the complete and unbeatable plans designed specifically for attaining the marketing objectives of the firm. Marketing can be called as a game plan for achieving its goals. Strategy choice will depend on whether the firm or the marketer plays the following roles: Market leader A challenger A follower A niche
The identification of objectives, both in quantitative and qualitative terms, is an essential backdrop to strategy formulation. Goals have a quality and time frame attached to them. These are typically spelt out in terms of financial return, market share, market presence, etc. Thus, the concept of market oriented strategic planning arises with the link between the products the manufacturer is dealing in and the market conditions. In this direction, our study deals only with the marketing strategies i.e. promotional strategies of the Ford automotives.
To develop the relationship with bankers to make the auto finance easy for customer. To know the factor of awareness of the cars. To Study and analyze the Promotional Strategies of Ford. To know whether the customers are satisfied with the offers given by the dealer. To find out satisfaction of the customers. TO study and analyze the customer's perception regarding the usefulness/utility of Ford cars.
NEED FOR THE STUDY
• • • • To know the all market competitor of the product. To understand the all features of product, which I should be promote. To study history growth and development of FORD MOTOR in Hyderabad. To provide important lead on customer convenience front to FORD MOTOR, which would be helpful in making increase the sell?
SCOPE OF THE STUDY
• The study is conducted for developing the mutual relationship with all private and nationalized banks. • • • The study was conducted in Hyderabad and Secundrabad area. The study covers the customer’s perceptions and their most used product. The study covers the customer’s perception for auto finance.
The study covers the bankers perception, which automotive company they are sanctioning more.
The study was conducted to approach the customer those who are approaching for car loan.
The study covers the product promotion the new lunched product “go fida” the “ford FIESTA” and “ford FIGO”.
The present study is subjected to following limitation. To develop the relationship through personal interaction by talking such appointment of Bank Manager and therefore bias becomes a major limitation. Due to time constraints I have been visit only seventy five branch of different banks, and conduct seven event shows in different place of the city. During the event shows I met a lot of customer some were intender and some were owner. The sample was restricted to 75 banks and 10 event shows, which may restrict the scope and completion of study. The scope of is restricted only to the twin cities of Hyderabad and Secundrabad. Owing to their pre owned car, shortness of time and due to privacy some customers were unable to entertain.
CHAPTER – 2 15 .
Evaluation of marketing results. Simply. Applied research 3. Designated Fact Gathering 16 .RESEARCH METHODOLOGY MARKETING RESEARCH: Definition of marketing research as approved as by the board of directors of the association of American marketing association is: “Marketing research is the function which links the customer and public to the marketer through information – information used to identity and define marketing opportunities and problems generate define and understanding of marketing as process”. These types of research included: 1. marketing research is the systematic design collection analysis and reporting of data finding relevant to a specific marketing situation facing the company. The function as marketing research within the company as to provide the information and analytical necessary for effective. Basic research 2. Control of the marketing operation in the present. A research may undertake any of the three types of research investigation depending upon the problem. The heart of scientific method is the objective gathering of the information. Planning of the future marketing activity. Objectivity in research is all-important. Carefully planning through all stages of the research is a necessity.
STEPS IN MARKETING RESEARCH: Marketing research process can be out through following steps. PRIMARY DATA: It consists of information collected for the specific purpose. news papers. Survey research is the approached gathering description and information. which have been developed as research. Any researcher begins the research work by first going through secondary data. It may be the findings of research previously done in the field. internet other service conducted by researchers. Secondary data can also be collected from the magazines. 17 . It is on attempt to apply the basic principles and existing knowledge for the purpose of solving operational problems. Define the problems and research objectives Develops the research plan Collect the information Analysis and interpretation Present the finding. Secondary data includes the information available with company.APPLIED RESEARCH: It is attempt to apply the various marketing technique. first and later on they become applied research techniques. SECONDARY DATA COLLECTION: The secondary data consists of information that already existing somewhere having been collected for another purpose. survey research was used and he all the details of Ford and their competitors were contacted.
Primary data is collected with the help of structured questionnaire and personal meeting. The respondents by means of personal interview administer during the event shows this structured questionnaire. The survey was carried in twin cities of Hyderabad and Secundrabad with the sample size of 100. which help in accomplishing the research objective.METHODS OF DATA COLLECTION: The study includes in it the data collected through both primary and secondary sources. Questionnaire is administered on the sample respondents. RESEARCH METHODOLOGY: The respondents are the car owner of any company or intender of car and different banks managers of different branches. However there are certain cases where personal interactive method is followed with customers to find the satisfaction level. The survey was carried out with the help of a structured questionnaire. 18 .
CHAPTER – 3 19 .
USA Worldwide William Clay Ford. Lincoln. Michigan.6 billion (2006) 283. Have you driven a Ford lately?. Volvo (cars only) Slogan Bold Moves. Land Rover.0 billion (2006) US$-12. Ford was the second-ranked 20 . Premier Automotive Group Subsidiaries Automotive Components Holdings Jaguar. In 2006. Ford division.17. Built for Life in Canada . Executive Chairman Alan Mually – President. Make Everyday Exciting Ford Motor Company is an American multinational corporation and the world's third largest automaker based on worldwide vehicle sales.000 (2007) Ford Credit.1903 Henry Ford Dearborn. CEO A automotive Automotive goods and services US$120.Feel the difference. Built Ford Tough. Mercury.COMPANY OVERVIEW COMPANY PROFILE TYPE Founded Founder Headquarters Area served Key people Industry Products Revenue Operating income Net income Employees Divisions Public(NYSE:F) June. Jr.1 billion (2006) US$-15.
In 2006. Ford introduced methods for large-scale manufacturing of cars and large-scale management of an industrial workforce.1 billion. Jaguar and Land Rover of the UK. based on global revenues of $160. In 2007. a suburb of Detroit.automaker in the US with a 17. Ford has been one of the world's ten largest corporations by revenue and in 1999 ranked as one of the world's most profitable corporations. During its early years. which would go on to become one of the largest and most profitable companies in the world. Based in Dearborn. Ford also owns a one-third controlling interest in Mazda. the automaker was founded by Henry Ford and incorporated in June 16.000 in cash from twelve investors. Ford had more quality awards from J. Henry Ford's combination of highly efficient factories. Michigan.5% market share. Henry Ford was 40 years old when he founded the Ford Motor Company. History Ford was launched in a converted factory in 1903 with $28. as well as being 21 . Ford was also the seventh-ranked American-based company in the 2007 Fortune 500 list. Groups of two or three men worked on each car from components made to order by other companies. Ford produced about 6. Ford now encompasses many global brands. most notably John Francis Dodge and Horace Elgin Dodge who would later found the Dodge Brothers Motor Vehicle Company.6 million automobiles.4%) and DaimlerChrysler (14. and Volvo of Sweden.D Power than any other automaker. and low prices revolutionized manufacturing and came to be known around the world as Fordism by 1914.000 employees at about 100 plants and facilities worldwide. Michigan. and employed about 280. behind General Motors (24. highly paid workers.4%). including Lincoln and Mercury of the US.6%) but ahead of Toyota (15. and the number two automaker worldwide. especially elaborately engineered manufacturing sequences typified by moving assembly lines. 1903. the company produced just a few Model T's a day at its factory on Mack Avenue in Detroit.
Irvine Hockaday. Ellen Marram. Chairman (PAG) and Ford of Europe). John L. the company had parted ways with M&M and was renamed Ford India Ltd in 1998. and Edsel Ford II. which produced the Escort out of M&M Nasik plant. Donat Leclair (Executive Vice President and CFO). Mark Fields (Executive Vice President. Schulz (Executive Vice President. Thornton and William Clay Ford (Director Emeritus) The main corporate officers are: Lewis Booth (Executive Vice President. Bannister (Group Vice President. sales of the Escort was finally replaced by the Ikon in 1999. The Ikon was the first model by a multinational to be developed specifically for India. Though it was based on the 22 ..one of the few to survive the Great Depression. Kimberly Casiano. CORPORATE GOVERNANCE: Members of the board as of early 2007 are: Chief Sir John Bond. Mark A. Jr. Paul Mascarenas (Vice President of Engineering. William Clay Ford. Homer Neal. Alan Mulally (President and CEO). President [International Operations]) and Michael E. Stephen Butler. Richard Manoogian. Jorma Ollila. the Ford Motor Company has been in continuous family control for over 100 years. President (The Americas). The largest family-controlled company in the world. After meeting initial success.. the Americas Product Development) FORD IN INDIA Ford started its innings with the Mahindra-Ford joint venture formed in 1994. Chairman & CEO Ford Motor Credit). It rolled out of the Marajmalaingar plant near Chennai and by now. Jr. The Ikon marked a new beginning for Ford in India.
Four different Figo models – LXI. launched in 2001. The car was a big hit. The Endeavour SUV was launched in early 2004 and has sold well for its niche. ZXI and TITANIUM. another made for. with state-of-the-art engines. the company has had limited success with other models. Ford launched the Fusion. The Mondeo. It is based on the Ford Global B platform. The Ford Figo is Ford’s new subcompact automobile that went on sale on 10 March 2010 in India.Fiesta. 23 . the Ikon has been marginalized. and is built only in Chennai. Tamil Nadu to be sold worldwide. including a diesel. EXI. The Endeavour has recently been upgraded in 2007 and this has boosted the appeal of the big SUV. The Fiesta has picked up where the Ikon left and is selling well. was a very talented car by was simply not suited to Indian conditions and earned a reputation for being exorbitant to maintain. will be available with different trim levels and designed to suit a variety of consumer tastes. Though the Ikon and Fiesta have been the mainstays of Ford’s production in India. it was a unique body style and was offered and was offered with an option of three engines. fresher competition and a reputation for highmaintenance saw sales gradually decline. The Ikon underwent several face-lifts and price cuts to keep demand high.India car. After the arrival of the modern and highly-capable Fiesta. However. All models also will be available with a Duratorq diesel engine option. which has received a lukewarm response though the recent diesel variant has perked up sales. In 2004.
Santhnagar. They are adept at guiding the customer through the entire sales process right from assisting in the choice of model. Fortune Ford is a blend of experience and youth. Misbahuddin Babu Khan and Mr. one at Chapel Road. the Modis and the Babu Khans. Ashish. The workforce at Fortune Ford is committed to excellence in serving all esteemed customers. with many variants in the offering. Fortune Ford markets and services the recently launched the popular “go fida” the “Ford FIESTA” and “Ford FIGO” and the ever-popular Ford Ikon Flair. the No non-sense car Ford Fusion and the macho SUV the Ford Endeavour through its sales and service outlets at Hyderabad. in order to satisfy even the most demanding customers. The Service Centre is armed with the state-of-the art equipment and is in-line with Ford's exacting Global standards. Pramod Modi enjoy blend very well with the youth and energy of the youngsters Bashir. These centrally located outlets provide convenient and easy access to both the proud owners as well as prospective buyers. We have two service centers. colour and features to lending a helping hand in providing attractive buyback options and also arranging finance at competitive rates. The experience and good will that Mr. who is one of the leading manufacturers of top quality cars in India. Nirav and Siraj to make Fortune Ford a truly world class Ford Dealership. Abids opposite Stanley College and other one at Fathebagh. Fortune Ford is a 50:50% Joint Venture set up between two well known and reputed families in Hyderabad. The service team is technically qualified and trained to analyze and provide solutions adhering to Quality Care. The Fortune Ford dealership maintains a high standard of excellence in sales and 24 . The Sales Team is made up of dedicated showroom and field executives who are professionally trained by Ford India Ltd. The sales outlet is located strategically at Somajiguda next to Eanadu.Fortune Ford is an authorized dealer for Ford India Limited.
SBH. 2. Showroom @ Somajiguda 5. Full range of Ford cars with all colors and models to choose from. 4. The facilities offered from the showroom are: 1. Free spot evaluation for any used car. Special offers on Insurance renewals. CORPORATION BANK. to update them with the latest technological advances in the automotive sphere. AXIS BANK. Exchange offer for any of your used car. All the leading finance counters are available like ICICI. SBI. A well maintained fleet of test drives cars to give you the feel and experience the drive Dynamics on actual driving conditions before take the purchase decisions. Professionally trained and courteous sales staff to take care of every relevant need of the customers. ANDHRA BANK. 3. SUNDARAM. SHOWROOM We have 5000 staff centrally air conditioned showroom. 25 . This makes convenient for almost every one residing in and around Hyderabad and Secunderabad. to Khairtabad RTA. You can also renew your insurance by just making call to our Service marketing help line 9848885962.services by sending its personnel for training on a regular basis to Ford India Limited. A good stock of Ford genuine accessories to make your Ford ownership more delightful and safe. HDFC. ORIENTED BANK OF COMMERCE.PNB etc. located in the heart of the city in Somajiguda. You can call our sales help line for test drive or fill the on-line test drive requisition form. 6. 7. Ford preferred insurance for cashless transactions in the event of claims. SOUTH INDIA BANK. KOTAK. adjacent to Eenadu office and just opp. Very easy finance facility with in-house finance team to cater to your every car finance requirements.
Ford Escort won the J D Power Award in India Quality Survey in 1997.E. integrated manufacturing plant was dedicated in March 1999. a new initiative to buy and sell used cars of all makes. 2000. 2002 Ford India show cases a wide spectrum of exciting cars at the Auto Expo Ford India Limited announced a strategic partnership with Hindustan Motors Limited Certified QS 9000: 1998. where FORD IKON is manufactured. The Special Value Pack program was launched in 1997. Ford's branded service initiative. The new.Significant milestones The first Indian built Ford Escort rolled off the assembly line in 1996. Quality Care. 3rd edition on March 21. in just a month after booking. provides car owners with superior services at its dealership countrywide. Alpha and Sport . Ford topped the Customer Satisfaction Index (CSI) ratings in 1997 and 1998. in the Customer Satisfaction Survey. Recent SVPs have included the Orion. followed by the petrol and diesel driven 'Anniversary'. 26 . with commemorative 'Freedom'. Ford India launched the Ford IKON SXi – the stylish ‘josh’ Machine Ford India has started exporting Ford IKON 2001 Ford India launched the Ford Mondeo. The Company was able to deliver Ford Escort in major cities simultaneously. Ford India launched Ford Assured on April 24 2000. 2002 Ford India received the QS 9000 award from TÜV Süddeutschland. On September. 11.
D. Ford India launches Ikon NXT SXi.6 EXi was launched 2003: The New Ford Ikon NXT launched .95 Lakhs. Ford Mondeo is auto express car of the year. Adding Refinement to Josh. Ford launches Ikon Flair at Rs.Ford India launches Ikon NXT ‘Finesse. DOE award Ford two grants for vehicle fuel efficiency research. LUCY MILLAR – Vice President. Power India Sales Satisfaction Study. Ford India Ranks Highest in J. MANAGEMENT PROFILE: ARVIND MATHEW – Managing Director and President Arvind Mathew is the Managing Director and President of Ford India. In year 2007: Ford Motor Company of Southern Africa achieves three wins and two seconds this total economy run.The Next Level of Josh. EXI. Land rover discovery 3 scoops category win at TOWCAR AWARDS 2007 Ford Mondeo is the Caravan Club TOWCAR of the year 2008.’ Ford Celebrates Centennial in India. Titanium in both diesel and petrol version. ZXI. New Ikon Variant 1. Finance & IT 27 . 4. He took this position in August 2005. Department 2010: Ford launches “Ford FIGO” in 4 variants FIGO LXI. 2004: Autocar SUV of the Year – Winner Ford Endeavour.
Lucy is the Vice President of Finance and IT at Ford India. She took up this position in May 2005. She reports to Arvind Mathew, President and Managing Director, Ford India. SCOTT McCormack – Vice President, Marketing, Sales & Service Department of Management Studies  V. K. P. G Marketing Strategies of Ford Motors Scott McCormack is the Vice President, Marketing, Sales and Service at Ford India. He took this position in July 2006. Scott reports to Arvind Mathew, President and Managing Director, Ford India. NANCY REISIG – Vice President, Human Resources Nancy Reisig is Vice President, Human Resources at Ford India. She took this position in March 2005. Nancy reports to Arvind Mathew, President and Managing Director, Ford India. SANDIP SANYAL – Vice President, Supply and Total Value Management Sandip Sanyal is the Vice President, Supply and Total Value Management (TVM) at Ford India. He took this position in September 2005. Sandip reports to Arvind Mathew, President and Managing Director, Ford India. STEVE BRIDGMAN – Country Manager, Ford Credit
Engine: Type Construction Fuel System Displacement(cc) Compression ratio Max. Power (ps/rpm) Max. Torque (nm/pm) Emission Stage Kerb weight(kg) Transmission Max speed(kmph) Mileage 4 Cyl. In – Line, 16 – V DOHC All Aluminum Alloy SEFI 1596 9.75:1 101/6500 146/3400 Bharat Stage III 1143 Manual 5 speed 174 11.3
PRICE(lacs) (4X2) (4X4) 16.16 17.17
Engine : Type Displacement (cc) Max. Power (PS/rpm) Max. Torque (kgm/rpm) Ignition System Valve System Fuel System Emission Kerb weight (kg) Transmission Max speed (Kmph) mileage
2.5 litre, 4 Cylinder in-line, Turbocharged & inter-cooled diesel 2499 116/3500 28.5/200 compression SOHC, 12 Valves indirect Injection Mechanical Pump Exhaust Gas Recirculation (EGR) Meeting Bharat Stage III Norms 1933/1958 Manual 5 speed 142 8.2
Engine Price in (lacs) Type Construction Fuel System Displacement 1.4 EXI 1.6 ZXI 1.6 SXI 1.4 EXI 1.4 ZXI 1.4 SXI
6.76 7.28 8.28 4 Cylinder in-Line, 16 Valve DOHC All-aluminum Alloy SEFI cc 1388 9.75:1 1596 9.75:1 1596 9.75:1
(TDCi) (TDCi) (TDCi) 8.00 8.52 9.91 4 Cylinder in-Line, 8 Valve SOHC High Pressure Common Rail 1399 1399 1399 18.1 18.1 18.1
Torque m Emmision ps/rpm 82/6000 101/6500 101/6500 68/4000 68/4000 68/4000 Nm/rp 127/400 146/340 0 0 Bharat Stage III 5 Speed Manual 170/178 14. Rocam Petrol SEFI 1299 70/5500 105/2500 5 Speed Manual 978 148 31 . Power (ps/rpm) Max.75/13.6 146/340 0 160/200 0 160/200 0 160/200 0 Compliance Transmission Type Kerb Weight (Kg) Max Speed (Kmph) Mileage FORD IKON: PRICE(lacs) Engine: Type Fuel system Displacement (cc) Max. 8-V SOHC. Power Output Max. Torque (Nm/rpm) Transmission Type Kerb Weight (Kg) Max Speed (Kmph) 4 Cylinder.Max.
Mileage 10.0L 16V DOHC Petrol 1999 cc 142.7 PS/6000 rpm 185 Nm/4500 rpm 10:8:1 16V DOHC Sequential electronic fuel injection (SEFI) Bharat Stage III All Aluminium Alloy Ford MTX-75 manual 5-speed with synchromesh Kerb weight(kg) 32 .8 FORD MONDEO: Price 6.59 Engine : Engine type Displacement Max power Max torque Compression ratio Values Fuel injection Emission level Construction Transmission type 2.
000 33 . Honda Jazz & Skoda Fabia. And now Figo has been launched and will compete with the likes of Maruti Ritz Hyundai i10. Ford's president and chief executive.7)@4. 2009 in New Delhi with Alan Roger Mulally. making a lightening visit to the country for the unveiling.6 FORD FIGO: Ford unveiled its new small car "Figo" in September. Swift VDI (ABS). Maruti Suzuki. Maruti Swift VXI. . The Ford Figo.9 284 Diesel 1399 8V SOHC Common Rail 69(50.Max speed (kmph) Mileage 200 8. The Ford Figo has been launch in 4 variants of both diesel and petrol model.250 3795 1680 without outside mirror 1427 2489 168 45 4.4)@6. Key dimension overall length mm Width mm Height mm Wheel base mm Ground clearance mm Fuel capacity (L) Turning circle radius (M) Boot space (L) Engine Displacement (cc) Values /OHC Fuel System Max power PS(KW)@RPM Petrol 1196 16V DOHC SEFI 71(52. a new nameplate and a fresh face on the Indian market.
50 Hyundai i10 sports 4.Showroom Front power windows Intelligent central locking 4.61 Not 34 .Coil Springs Ventilated Disc Drum Hydraulic Power Assisted LXI 1040 1090 EXI 1060 1105 ZXI 1075 1115 Titanium 1090 1130 Ford Figo Petrol Titanium V\S Facing Competitions Features Figo Titanium Ex.3)@2.000 5 speed Manual Transmission 175/65 R14 Radial .000 160(16.47 Not Maruti Ritz VXI 4. Tubeless Independent McPherson Strut with Dual path mouth Semi –Independent Twist Beam .43 Not Maruti Swift VXI 4.4)@4.Max Torque NM (KGM)@RPM Transmission Wheel & Tyres Wheel Size Type Suspension Front Rear Brakes Front Rear Steering Type Kerb Weight Petrol Diesel 102(10.
44 Not intelligent Maruti Suzuki Ritz VDI(ABS) 5.39 Maruti Suzuki Swift VDI(ABS) 5.intelligent intelligent intelligent Body color outside mirrors & door headles Rear Wiper Rear washer Rear Defogger Mp3 player +4 speakers + Axin port Bluetooth connectivity Dual airbags ABS + EBD Programmable remote key Driver seat height adjust Electric Adjust Mirrors Electric Boot Release Distance to Empty Anti drip Wipping 6 Speed intermittent wipers Ford Figo Diesel Titanium V\S Facing Competition Features Figo Titanium Ex.Showroom Front power windows Intelligent central locking 4.30 Not intelligent 35 .
36 . It has gone in for a new norm in customer service: “ fix it right-the first time-on time”. Ford is also supplying videotapes showing how repairs have to be done.Body color outside mirrors & door headles ABS + EBD Rear washer Rear Defogger Mp3 player +4 speakers + Axin port Bluetooth connectivity Dual airbags Rear Wiper Programmable remote key Driver seat height adjust Electric Adjust Mirrors Electric Boot Release Distance to Empty Anti drip Wipping MARKETING STRATEGIES OF FORD Product differentiation based on operational efficiency: FORD EXCELLING THROUGH SERVICE: Ford tries to differentiate its offer on the plank of service.
(As the India motorist uses the horn more frequently. with greater airflow to the rear. And these cars are also useful for sport riding and even on hill areas. Preferred price range starts from 4 lakh to 12 lakh. ➢ Compatibility of engine with the quality of fuel available in India.) Strategic segmentation of cars: The Ford in India has launched the car only for few segments of people. ➢ Stiffer rear springs to enable negotiating the ubiquitous potholes on Indian roads. ➢ Higher resistance to dust. Preferred price range is from 5 lakh to 6 lakh.Adopting Offer to Suit Target Segment: Ford modifies its models for India: Ford modified its models for the Indian target segments as shown below: ➢ Higher ground clearance to make the car more compatible to the rougher road surface in India. ➢ Location of horn buttons on the steering vehicles. The segmentation of car buyers based on price preferences is. for cars sold in India. 37 . the horn buttons are kept on the steering wheel and not on a lever on the side as in the models sold in Europe. SUV segment: The buyers of this segment like to have big vehicles. which can withstand to Indian roads. ‘FORD ENDEAVOUR’ occupies this segment. There body is designed similar to off-road vehicles. ➢ Changes in cooling requirement. ‘FORD MONDEO’ and FORD FIGO come under this segment of cars. Family car segment: These cars form a reasonably sizeable segment of the market (Around 15 percent). ‘FORD FIESTA’. Premium car segment: This segment represents buyers who need a real world-class car and are willing to pay the due price. ‘FORD IKON’ AND ‘FORD FUSION’ come under this type of segment.
3. Hoardings: A heavy picture of the product which comprises of its attributes and special features are displayed on the roadsides in the form of hoardings. bank campus. The various promotional strategies followed by the Fortune Ford at dealer are 1. 2. Internet or interactive marketing.STRATEGIC PROMOTION BY FORD Ford follows the promotions at two levels. Direct marketing. they a 1) Promotions of product directly by the manufacturer. It is a bit expensive strategy but attracts many people who pass by that roadside. He follows many promotional strategies like 1. 4. 2) Promotions at dealer level. Advertising though news papers. Promotion by conducting event shows on road side. This type of advertisement is prepared for those 38 . 2. In the second step the dealer of the vehicles promotes the vehicles. and market fair. Hand to hand pamphlet distribution through demo about product in market side. 3. In this all the features of the product and its prices are given in detail to the customer. In the first step the products of vehicles manufactured by the Ford Automotives are directly promoted by the manufacturer by him. radios. Advertising through television and newspaper. palm plates. In televisions the scrolling are given about the product and its features.
i. In this way it maintains an effective relationship with the customers and gains the reputation and goodwill in the minds of the customers. The various new features and new offers regarding the vehicles are advocated to them and are given discounts on group purchase of vehicles. Free Insurance: The Fortune Ford gives a special offer of free insurance on the purchase of each Vehicle to its new customers Relationship Marketing: Fortune Ford pays a special attention towards its old customers. While travelling from their home to office. These people are met-in person or contacted through their contact number.segments of people who cannot afford their time in reading newspapers and watching televisions. Maintaining Data Bank: In this the dealer collects personal/bio-data (address and contact number) of many people from various organizations and different sector who are ready to buy the vehicles and who change the vehicles regularly. if 5 or more friends in the group purchase the cars at a time then they are given special discounts on the vehicles. Sales Promotion: The sales promotion is done in the fortune ford at three levels: 39 . moving on their business activities they may watch these hoardings. The event aims at knowing the problems of the customers regarding the vehicles and also service feedback. To retain the old and existing customers it conducts a corporate meet at a luxurious hotel.e. These hoarding are especially setup at the road signal stops.
3. Corporate sales: A special team of sales executives are sent to some big corporate sectors and there they personally meet the heads of the organizations like C. 2. Sales executives give a detailed note on the products features. Specially trained sales executives who are present in the showrooms give a detailed explanation about the product to the customers. This is a program conducted to retain the old customers of the Ford. 40 . various offers given by the manufacturer and also by the dealer to the customer and enhance the sales of the vehicles. If there exists any problem. This is a technique to attract the new customers by satisfying the old customers and gaining goodwill in the market..1. Managers etc.E. The old customers of the Fortune Ford are meeting personally and they are requested to give their feedback by filling in the questionnaire which is specially prepared for them. then the Fortune Ford service men try to resolve the problems of their customers as soon as possible and makes the customer satisfied. Showroom sales: In this the customers walk in to the showrooms to know about the details of the product. Field sales: The sales executives conduct some events with the corporate working people and try to demonstrate the product features and its benefits and try to promote the product and increase its sales. and explain about the vehicles and the offers and special schemes provided by the dealer to them on bulk purchase of the vehicles and try to promote the sales of the vehicles.O’s. CONDUCTING CUSTOMER DELIGHT PROGRAME: This is a unique program conducted by the Fortune Ford. In this questionnaire their problems regarding the vehicle and also their post sale service experience are taken.
• • The Sales Consultant’s appearance and dress will be of the highest standards. tidy and inviting. MAINTAINING SERVICE STANDARDS: • An efficient service facility allows a customer to avail all the service provided by Fortune Ford. • • An appointment is available within 5 working days of the customer’s request.STRATEGIC SALES STANDARDS: Fortune Ford maintains strategic sales standards in the following manner:• The Sales faculty is clean. • • A test drive will be offered to all customers. • Customers are courteously acknowledged within two minutes of their arrival and are advised that a Sales Consultant will be available upon request. identifies their needs and ensures that they are met. Customers are courteously acknowledged within two minutes of their arrival and the write-up will begin with five minutes. • A pleasant. 41 . An advisory relationship is established between the customer and the Sales Consultant who listens to the customer. making customer’s comfortable while purchasing products and availing services. the Sales Consultant delivers the vehicle in perfect condition when promised. non-pressured purchase experience will be provided during which a thorough demonstration of the vehicle features and benefits will be made. • Customers will be contacted within one week after delivery to ensure total satisfaction. Using a check list. in a clean and welcoming environment.
Fuel filter. Each vehicle will be washed before being returned to the customer. warranty coverage and charges is given to the customer. Oil filter. • Mechanical/Electrical repairs 42 . Clutch Plates. Brake Discs. What does it cover? • • Scheduled servicing like Engine Oil change. customers spend on a) Maintenance parts that are to be replace at specific intervals b) Replacement of worn out parts c) Labour charge for the above A comprehensive maintenance plan by Ford will serve as a good tool to improve the service experience and minimize concerns on cost of ownership of the vehicle Total Maintenance Plan (TMP) is a complete service solution provided to the customer. Spark plugs etc. TOTAL MAINTENANCE PLAN Cost of ownership is the key factor while considering vehicle purchases As part of regular maintenance. • • • The vehicle is serviced right on the first visit.• Service needs are courteously identified. Lower Suspension Arms. The vehicle is ready on the agreed upon time. This enables the customer to have total peace of mind in the form of a “Maintenance Holiday. accurately recorded on the repair order and verified with the customer. Shock Absorbers etc. • • All service repair work will be followed up within five working days. A through explanation of work done. Non-scheduled maintenance like Brake Pads/Shoes.
• Labour for all the above What does it NOT cover? • • • Accident repair Tyres Fuel Benefits to the customer In case of total loss. can be cancelled Ford factory backed programme. Diagnosis/repairs as per recommended standards and practices Vehicles serviced by Ford trained and certified technicians department Total peace of mind Increased residual value of the car Only Ford genuine parts are used Can avail this service across the country at all Ford authorized outlets Transferable 43 .
In India automobile industry has a growth rate is at the average of 10-12%. Probably automobile Industries occupy a large market share in the worlds market as well as in the Indian market. Nearly 18% of the total national income is being incurred from the automobile industry. INDIAN AUTOMOBILE INDUSTRY SINCE 1947: It’s fascinating drive through history. From this we can estimate how important the automobile industry in the improvement of GDP of a country is. India’s fixation with socialism and planned economies had a crippling impact on the automotive industry in its formative years. Issues like quality and efficiency were simply not considered. 44 . This automobile industry has its influence on the Indian market. The goal at that time for independent India was self-sufficiency.INDUSTRY OVERVIEW INTRODUCTION TO AUTOMOBILE INDUSTRY One of the fastest growing industries in the world is automobile industry. which begins as a story of isolation and missed opportunities to one of huge potential and phenomenal growth.
size and quality and structured India as small car market. Hyundai and Maruthi delivered. a host of international carmakers rushed in. The period also saw the emergence of the Indian players like Tata Motors and Mahindra & Mahindra. and rewarded the brands that delivered it. It marked the Indian government getting into the far business in the early 1980’s. Indian customers refused to allow the glitter of prestigious brands blind them to the outdated and overpriced products they were offered. Though we learnt to localize. But most of them were in for a shock as Indian customers rejected their product. import substitution became the order of the day. The automotive industry stagnated under the government’s stifling restrictions and the Indian car buyer was saddled with cars of appalling quality and even then there was a waiting list that at one point stretched to eight years! This attempt at self-reliance failed miserably because of the industry’s isolation from the best technology. Instead. The Maruti 800 went on to become the staple car of India and put a nation on wheels. and profited. handsomely. they relentlessly tapped the best talent pools in the world to absorb they know. It wasn’t till 1993 that things really started to change for the Indian car buyer. a radical shift in thinking after decades of treating cars with disdain. The Indian consumer wanted super value. The Japanese and later Korean auto industries were also highly protected in their formative years but they never shut the door on technology. the cars we made were all outdated designs with little or no improvements for decades. how to produce good cars. With the liberalization of the economy. They rose to the challenge of the 45 .Dependence of foreign technology was banned and manufacturers were forced to localize their products. One of the most important chapters in the Indian automotive industry’s history was written by Maruti. This little car set a benchmark for price.
000 motor vehicles were imported. the 800. India’s largest-selling car is not its cheapest car. It’s been a long journey but to see where the Indian car industry is going. The cars they chose to make were the latest in the world when they were introduced in India in the formative years of the industry. It is the Alto.MNC’s and responded brilliantly with the Indica and the Scorpio.000 units by 1930. POST. have got their finger on the pulse of the market. People’s aspirations are rising and so are their mistakes. It’s moving forward. a small start for an automobile industry was made when assembly plant were established in Bombay. This was ironically due to the license raj that forced Indian carmakers to be innovative and develop products frugally. India is changing and changing fast. AUTOMOBILE INDUSTRY IN PRE-INDEPENDENCE: The first motorcar on the streets of India was seen in 1898. The import/assembly of vehicles grew consistently after the 1920s. We have to see where it has been. crossing 30. Bombay had it first taxicabs by the turn of the century. cars were directly imported. Before World War I. During the years between the wars. Calcutta and Madras. It was during the end of the war that the importance of establishing an indigenous automobile in India was realized. Get the right product and the rewards are handsome. The Indian auto industry is today bubbling with promise and confidence. Hindustan Motors and Mahindra & Mahindra set up factories in the 1940s for progressive manufacture rather than assembly from imported components. Premier Motors. In 1903. an American company began a public taxi service with afleet of 50 cars. India’s frugal engineering skill has now caught the world’s imagination. For about 50 years after car arrived in India.INDEPENDENCE: The government clamped down on imports and foreign investments. and an increasing number of carmakers are preparing to setup major capacities here. around 40. Companies like 46 .
Except for MUL. the licensing system was very much intact.000. In 1963. launched in 1979. The Mark IV. another minor facelift to the same grille and a much bigger frontal facelift turned out as the Mark III. THE BIRTH OF THE AMBASSADOR: In 1957. the government announced its famous ‘broad banding’ policy which gave new licenses to brad groups of automotive products such as two and four-wheeled vehicles. In 1975. when in 1985 it introduced the Standard 2000. and the car was re-christened the Ambassador Mark I. Several new products were launched during this period. The biggest hurdle was the foreign-exchange clearance required for these projects. BROADBANDING ERA: In January 1985.17. All three traditional carmakers added new models to their ranges – Standard Motors returned to the car business after 10 years. stood still while the world raced on ahead. was the last of the Mark cars. which had direct access to policy-makers. A manufacturer had to submit a phased-manufacturing programme to the Ministry of Industry specifying the indigenization progress and allowing for almost complete indigenization within five to seven years. every other manufacturer still faced a series of obstacles. HM bought in a 1972 Vauxhall Victor in 1985. India’s clock.GM and Ford packed their bags and left. a Rover SD1 body with the old two-litre Vanguard engine. dimpled hood. The car cost Rs. It would be another 12 years before the Ambassador got a facelift. transplanted its ageing Ambassador engine into it and the Contessa was born. along with a new. thereafter. a small tail fin was added on either side of the rear fenders. it underwent a frontal facelift with a closely checkered grille and was named the Ambassador Mark II. The Ambassador 47 . Through a liberal move. It would take nearly 50 years before the Indian auto industry could catch up with the rest of the world again.
The Nova was the last Ambassador powered by the 1489cc petrol engine.0DLX (Isuzu diesel) and the rare 2. He not only give India its first car factory but also the country’s first aircraft factory Hindustan Aeronautics Limited and the country’s first modern ship yard. launched in 1982. the Contessa was soon given the Isuzu engines.The Hindustan Contessa.1. It was based on the 1970s vintage Vauxhall victor. In 2004. While it was initially launched with the 1489cc engine found in the Ambassador. THE CONTESSA YEARS: . Seth Walchand Hirachands.Nova was launched in 1990. The last Contessa rolled out in 2002. was one of the few luxury cars manufactured in the country in the 1980s and 1990s. followed by Ambassador 1800 ISZ three years later. 2. turbo). HM launched the cosmetically-revised Ambassador under the Avigo name.8GLX (Isuzu petrol). There were three versions of this car . beige-colored seats and wood finish interiors. phased out by the demand for cheap Japanese cars. Hindustan Shipyard Limited 48 .0T (Isuzu diesel. the retro look Avigo had classic touch internals like a centrally mounted console. Designed by Mavendra Singh. ➢ Tata ➢ Mahindra and Mahindra ➢ Maruthi ➢ Hindustan motors PREMIER The story of premier is the story of one man’s vision. Some of the leading Indian auto players in Indian automobile industry are: ➢ Premier.
Henry agreed. PAL and FIAT launched the Fiat 1100 DELITE in India. Telco’s tryst with vehicle manufacture came in 1945 when it signed a 15-year agreement with DaimlerBenz AG of Germany to manufacture commercial vehicle. which refused. as its full name suggests. low on running cost. This period was a shared birthing time for the Indian commercial vehicle industry – Premier Automobiles in league with Chrysler. PAL singed up with Fiat to assemble the Fiat 500 in India. the tariff commission spelled out future for the auto industry – indigenize or get out. with Indian management capital and employees. After approaching General Motors they insisted on part ownership. Companies like Ford and GM. where three largest car manufacturing companies are located. He wants Indian company to be completely independent. The Padminies were easy for maintenance in terms of spares and labor cost. started out making steam locomotives for the Indian Railways. Telco or the Tata Engineering and Locomotive Company. packed their bags and went home.BUILDING INDIA’S FIRST AUTO FACTORY Seth Walchand Hirachand has first started the trails to establish an Indian car manufacturing plant in Indian for which he went to U.S. But fiat decided to stick it out and committed itself full-fledged manufacture of the Millicent in 1954. TATA Motors: Established in 1945. The director in charge from the Tata side was Sumant Moolgaonkar. but delegated the project to Ford of Canada. easy to drive and reasonably tough. Finally the third largest automaker Chrysler agreed and singed in an agreement in Bombay in 1940. In 1952. The biggest customers for PAL’s were Bombay’s taxi drivers. Seth Walchand then moved to second largest automaker Ford. paying royalty or technology transfer payment to western countries. THE ARRIVAL OF FIAT: In 1951. which had assembly operations in India. It was everything that a taxi driver wants.A. In sep 1964. Hindustan 49 .
C. 1998 was a landmark year for Tata – it launched the Tata Safari. On October 2nd 1945. Pandit Nehru has a dream of building a modern. Telco’s biggest triumph came in 1985 in the LCV segment. a brand new product from bumper to tail-light.J R D Tata’s birth anniversary.Mahindra during his tenure in the United States had met Berney Roos. industrially advanced nation. the most important landmark of 1998 was not the Safari. was designed and marketed by Telco to take on the technically superior Japanese products. launched in 1994. Kailash Chandra Mahindra and Jagadish Chandra Mahindra. The 407 immediately captured 70 per cent of the market. The TATA SUMO. Unlike the Sierra.Motors with General Motors and Ashok Leyland with British Leyland – which all started truck production around the same time. The Tata 407. Tata officially launched the much-awaited Indica. 2001 also saw the company exit its joint venture with Daimler-Benz. And inspired by Nehru’s vision are two brothers. The Jeep had earned reputation in the battle fields of World War II. the Mahindra brothers joined hands with Ghulam Mohammed to set up a 50 . Yet. On 29 July 2003. Estate and Sumo that were designed and developed using rudimentary manual methods. The Tata juggernaut continued to roll across the Indian auto industry with the launch of the Indigo Marina in 2004 MAHINDRA & MAHINDRA: The story starts sometime in the 1940’s. turned out to be the success story of the decade. In 2002. K. The Sumo was conceptually a brilliant vehicle. the company was renamed Tata Motors Limited. On 30 December 1998. And it was also a product of the government’s eccentric excise duty regulations at that time. based on the Indica platform. Roos was the inventor of rugged ‘General Purpose’ vehicle or the Jeep. Tata launched the Indigo saloon. the Safari was made with modern manufacturing and design processes to ensure new-found levels of quality and to take the company a step closer to its ambition of becoming a global carmaker.
from a utility vehicle-maker to a lifestyle SUV manufacturer MARUTHI: 51 .6 litre turbo-diesel engine developed 109bhp. The first M&M built Willy Overland Jeep rolled out of the Mazaogaon plant on 3 June 1949. The Scorpio has been the vehicle of M&M’s change. The first vehicles are assembled in Mazaogaon in Bombay. Vehicle model Mahindra MM 540 Commander Mahindra Armada Voyager van Escort (M&M-ford) Bolero Scorpio Year of launching 1985 1991 1993 1996 1996 1996 2002 Scorpio launched in 2002. the first completely indigenous Jeep rolled out of the factory floor. The collaboration between M&M and its original partner Kaiser Jeep Corporation and later American Motor Corporation is for the phased manufacture of CJ3B Jeep. in 1954. The 2. At one point 70 per cent of the sales were assured by army and government. Five years later.company to assemble American Willys Jeeps in India. The Scorpio has played a critical role in changing the perception and brand image of the country. a completely indigenous product that took Mahindra & Mahindra 6 long years to design and develop. The company is named Mahindra and Mohammed. but after Independence Ghulam Mohammed migrates to Pakistan. With his departure Mahindra & Mohammed is renamed by Mahindra & Mahindra in 13thJanuary 1948.
The name of the car was chosen as ‘Maruti’. for the first time in its 20-year history. Six years later. THE NEW MARUTHI: In 2005.000 more than the outgoing model. THE CAR THAT CHANGED INDIA The Maruthi 800 was essentially a Suzuki SS80. nimble handling and perky engine. envisioned the manufactured of an indigenous cost-effective. The car cost Rs. cost approximately Rs 15. which was called the Fronte in Japanand Altoin most of the other markets.It began with the promise of being the ‘People’s Car’. Model Year of launching Model 52 . The car never went into production and the company went belly-up in 1977. lowmaintenance compact car for the Indian middle-class.48. The Cabinet passed a unanimous resolution for the development and production of a ‘People’s Car’. with its compact size.5bhp at 5500rpm. Maruthi launched the Swift. The new Maruthi. it rose like a phoenix from the ashes and changed the Indian automotive sector forever for the company Maruthi Udyog Ltd. 000. Harpal Singh became Maruthi’s first customer as he received the keys of his Maruthi 800 car from Prime Minister Indira Gandhi. The Maruthi 800. A team of engineers from Maruthi worked on the design of the Swift in Hamamatsu. offered the Indian motorist a cheaper. friendlier alternative. On 14thDecember 1983. The 796cc. Sanjay Gandhi. three-cylinder power plant produced 39. The story of Maruthi dates back to the 1970’s. Indira Gandhi was the prime minister of India. Her son. Suzuki’s headquarters in Japan. launched in June 1986. Maruthi marked the beginning of a revolution in the Indian automobile industry. in-line. The Swift signaled the importance of the Indian market in the world.
the government announced its decision to allow foreign auto companies to enter with a 100% stake or wholly-owned subsidiaries. In 1995.Maruthi 800 Maruthi Omni Maruthi Gypsy Maruthi 1000 Maruthi Zen Maruthi Esteem Maruthi Baleno Maruthi Wagon R Maruthi Alto Maruthi Versa Maruthi Swift Maruthi Zen Estilo Maruthi SX4 Maruthi Suzuki Grand Vitara 1983 1984 1985 1990 1993 1994 1999 1999 2000 2001 2005 2006 2007 2007 The other cars which have their share in the Indian Auto Mobile industry are: The Indian auto industry has exploded in the last 14 years. The most preferred partner was an existing automaker. The other automobile industries which play a crucial role in the Indian automobile industry are: ➢ General Motors India 53 . Between 1993 and 95. ➢ M&M and Ford to form Mahindra-Ford India. And car makers are learning some very hard truths. While the economic reforms process was kicked of in 1991. it was only in 1993 that the automobile industry was finally relicensed and the restrictions were removed. Hence the only method of entry for an MNC then was through a joint venture with a local partner. ➢ Mercedes Benz and Tata Motors. This changed the dynamics of joint ventures in India. In 1994-95 saw the announcement of quite a few JV’s. government regulations limited a foreign company’s stake to a maximum of 51 percent of the equity. ➢ Premier and Peugeot to form PAL-Peugeot. ➢ GM and CK Birla to form GM India.
➢ Mercedes-Benz ➢ Hyundai Motors ➢ Honda SIEL ➢ Toyota ➢ Skoda India Volkswagen Deboo motors LITERATURE REVIEW Marketing strategy and analysis: 54 .
prospects. A key component of marketing strategy is often to keep marketing in line with a company's overarching mission statement. its product lines.A marketing strategy is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage. 1. defining how the organization will successfully engage customers. A strategic marketing plan usually evolves from an organization’s overall corporate strategy and serves as a guide for specific marketing programs and policies. As the customer constitutes the source of a company's revenue. Marketing strategy is the complete and unbeatable plan. For example.000 crore and a net profit of 15 percent of sales revenue. The marketing objectives indicate what the firm wants to achieve. Marketing strategy is based on a situation analysis. MARKETING AND PROMOTIONS PROCESS MODEL: 55 . marketing strategy is closely linked with sales.a detailed assessment of the current marketing conditions facing the company. From this situation analysis. or its individual brands. it is the job of marketing strategy to indicate how and wherefrom this sale and profit will come. affirm develops an understanding of the market and the various opportunities it offers. if the marketing objectives of a business unit stipulate that next year. and competitors in the market arena. which product lines/products/brands will accomplish this task and how. Marketing strategy is most effective when it is an integral component of corporate strategy. It is partially derived from broader corporate strategies. and corporate goals. it should achieve a sales revenue of Rs. Any organization that wants to exchange its products or services in the market place successfully should have a Strategic Marketing plan to guide the allocation of its resources. designed specifically for attaining the marketing objectives of the firm/business unit. the competition and the market segments or target markets the company wishes to pursue. the marketing strategy provides the design for achieving them. Marketing strategy forms an integral part of marketing planning. corporate missions.
formulation of marketing strategy consists of three main tasks: 1. The three together constitute the marketing strategy platform of the given product SELECTING THE TARGET MARKET To say that target market selection is a part of marketing strategy development is just stating the obvious. Positioning the offer. positioning and marketing mix together show how and using what uniqueness or distinction. FORMULATING THE MARKETING STRATEGY Basically. Of course. Selecting the target market. 3. This implies that the essence of the marketing strategy of a firm for a given product or brand can be grasped from the target market chosen. to follow in achieving marketing goals. provides the basis for the development of marketing strategies in regard to product. The target market shows to whom the unit intends to sell the products. Once the detailed market analysis has been completed and marketing objectives have been established. It does not fully bring out the import of the inseparable linkage between the two. 56 . the way it is positioned and how the marketing mix is organized. Assembling the marketing mix. Each of these steps requires a detailed analysis. 2. the unit intends to sell. each element in the market mix must contribute to a comprehensive integrated marketing program. This analysis may make extensive use of market research as an input into the planning process. This input.Development of marketing program requires an in-depth analysis of the market. the promotional program element must be combined with all other program elements in such a way as to achieve maximum impact. since this plan serves as the road map. pricing. in turn. distribution and promotion decisions.
assumes crucial importance. Marketing segmentation is a process that throws up not one but several market segments.Kerin. and William Redulius. There may be segments assuring immediate profits and the ones that call for heavy investments in market development. 57 .Berkowitz. Segmentation is actually tee prelude to target market selection. the question. Roger A. There may be segments that are sizeable and the ones that are not so sizeable. As such. but display tough barriers to entry. ➢ Developing a market-product grid to relate the market segments to the firm’s products or actions. But all these segments need not form its target market. a firm divides the market into many segments. One has to carry out several tasks besides segmentation before choosing the target market. which segment/segments.When the selection of the target market is over. which was said by Eric N. Target market signifies only those segments that it wants to adopt as its market. ➢ Finding the ways to group the marketing actions – usually the products offered – available to the organization. There may also be segments that show great potential. The Segmentation process involves five distinct steps: ➢ Finding the ways to group consumers according to their needs. It needs to be clarified at the outset that market targeting is not synonymous with market segmentation. STRATEGIC MARKET SEGMENTATION: Market Segmentation is “dividing up a market into distinct groups that first have Common needs and second will respond similarly to a marketing action”. A selection is thus involved in it. Through segmentation. the firm should select as its target market. an important part of the marketing strategy of the product is determined. Marketing targeting simply means choosing one’s target market. defined and expressed.
education level etc. DEFITIONS OF PRODUCT POSITIONING: 58 . sex. Markets can be segmented using several relevant bases. The various types of segmentations are Geographic segmentation Demographic segmentation Psychographic segmentation Buyer behavior Benefits segmentation Volume of purchase segmentation POSITIONING: Positioning is a platform for the brand. In positioning.” Positioning is the act of fixing the locus of the product offer in the minds of the target consumers. income/purchasing capacity. ➢ Taking marketing actions to reach target segments. demographic Characteristics of consumers. The significance of product positioning can be easily understood from David Ogilvy’s words: “The results of your campaign depends less on how we write your advertising than on how your product is positioned”. the product offer has to be placed before the target consumers. and buying behavior of the consumer’s forms yet another base. Geographic characteristics constitute another.➢ selecting the target segments toward which the firm directs its marketing actions. It is defined as “the art and science of fitting the product or service to one or more segments of the broad market in such a way as to set it meaningfully apart from competition. For example. such as age. form one base for segmentation. It facilitates the brand to get through to the target consumers. the firm decides how and around what parameters.
Trout and Ries suggest that managers ask themselves six basic questions. Product positioning denotes the specific product 59 . in his book Brand Positioning says. What position do we want to own? 3. 1.Sengupta.” Micheal Rothschild. “ The aim of product positioning is to create a perception for our brand in the prospect’s mind so that it stands apart from competing brands… we must cover that space in the consumer’s mind as if we had won a long-term lease. Do we have the guts to stick with one consistent positioning strategy? 6. Developing a Positioning Strategy: To create a position for a product or service. Does our creative approach match our positioning strategy? PRODUCT POSITIONING AND BRAND POSITIONING: It is essential to understand the relationship between products positioning and brand positioning. What position. This place was originally a product-related concept “concerning market structure”. We must find a strong position in that mind and sit on it…. “Positioning refers to the place a brand occupies in the mind in relation to a given product class. technically they are different. do we already have in the prospect’s mind? 2. Though in discussions. What companies must be outgunned if we are to establish that position? 4. in his book Marketing Communications – from Fundamentals to Strategies says. The concept now refers to the place that the brand holds in the consumer’s mind related to perceptions and preferences”. if any. Do we have enough marketing money to occupy and hold the position? 5. the two terms are synonymously and interchangeable used.
where is such a new offer most welcome and wanted by the market? • What are company’s competencies to fight here? ISSUES IN BRAND POSITIONING: In deciding the Brand positioning. the position for the new entrant against competing brands in the chosen product category has to be analyzed and fixed. And brand positioning denotes the positioning of the brand viz-a viz the competing brands in the chosen product category. what are the substitute products that serve the same need? • Where is the real gap. it is the broad function that the product is trying to serve that matters. product positioning and brand positioning. has to be decided. i. ISSUES IN PRODUCT POSITIONING: • • • Where is the new offer going to compete? As what? Which product function/customer need is it trying to meet? What other product categories serve this need? In other words. In the first step.category/product classing which the given product is opting to compete. Once product category positioning is decided. before entering the market it has to sequentially carry out the two exercises. In this step. This choice of product category will decide the nature of the competition the product is going to face. It is evident that for any product. the issues are: • • Which are the competing brands in the chosen product category? What are the unique claims/strengths of the various brands? 60 . against what all products it has to compete. the product category where the new entrant should enter and compete.e.
And. In some cases. This is done mainly to enlarge the reach of the product offer and to increase the sale of the product by appealing to a wider target market. PRODUCT REPOSITIONING: Products do undergo ‘repositioning’ as they go along their life cycle. what is the conjunction between these two entities? How do they get connected? What is the interface? In other words. even products that are faring well are repositioned.• • • What position do they enjoy in consumer’s evaluation and perception? What is the most favored position…? And yet vacant? Can the new brand claim the needed distinction and take the position and satisfy the need? • The major dimension of marketing strategy relates to positioning of the offer. The Product • Differentiation and Positioning discusses the multifarious issues involved in the subject. • What is the locus the firm seeks among the customers in the chosen target market with its offering? • • How would the firm want the consumer to view and receive the offer? These are the issues the firm has to grapple with in positioning. The firm has already selected the target market and decided its basic offer. Now. the firm will agitate over these issues. PROMOTIONAL DECISIONS: 61 . while formulating the marketing mix too. The product is provided with some new features or it is associated with some new target segments.
product. service. or idea by an identified sponsor. The paid aspect of this definition reflects the fact that the space or time for an advertising message generally must be 62 . While implicit communication occurs through the various elements of the marketing mix. THE PROMOTIONAL MIX Advertising Direct marketing Interactive marketing Sales promotion Publicity/ public Relations Personal selling Advertising Advertising is defined as any paid form of non personal communication about an organization. most of an organization’s communications with the market the basic tools used to accomplish an organization’s communication objectives are often referred to as the promotional mix.Promotion has been defined as the coordination of all seller initiated efforts to set up channels of information and persuasion in order to sell goods and services or promote an idea and products.
One of the major tools of direct marketing is direct response advertising. Advertising is the best-known and most widely discussed form of promotion. particularly for companies. the Internet. It involves a variety of activities. Direct Marketing is much more than direct mail and mail order catalogs. Unlike traditional forms of marketing communications such as advertising. budgets. and various broadcast and print media. It can be used to create brand images and symbolic appeals for a company or brand Direct Marketing One of the fastest-growing sectors of the U. An occasional exception to this is the public service announcement. It is also very important promotional tool. and strategies.bought. whereby a product is promoted through an ad that encourages the consumer to purchase directly from the manufacturer. including database management. which are one63 . economy is direct marketing. direct selling. probably because of its pervasiveness.S. It is a very cost-effective method for communicating with large audiences. whose advertising space or time is donated by the media. we view direct marketing as a component of the promotional mix. telemarketing and direct response ads through direct mail. Interactive/Internet Marketing: Interactive media allow for the back-and-forth flow of information whereby users can participate in and modify the form and content of the information they receive in real time. It has become such an integral part of the IMC program of many organizations and often involves separate objectives. in which organizations communicate directly with target customers to generate a response and a transaction. whose products and services are targeted at mass consumer markets.
identifies the policies and procedures of an individual or organization with the public interests and executes a program of action to earn public understanding and acceptance”. Sales Promotion: The next variable in the promotional mix is sales promotion. premiums. In addition to the Internet. or idea not directly paid for or run under identified sponsorship. respond to questions and of course make purchases. and interactive television. product. service. Public relations are defined as “the management function which evaluates public attitudes. An advantage of publicity over other forms of promotion is its credibility. Trade-oriented sales promotions are targeted towards marketing intermediaries such as wholesalers. editorial or announcement about an organization and its products and services. make inquiries. since the company is not paying its time or space in a mass medium such as TV. sales promotion is generally broken into two major categories: Consumer-oriented and Trade-oriented activities Consumer-oriented sales promotion is targeted to the ultimate user of a product or service and includes couponing. Public relations generally have a broader objective 64 . sweepstakes. publicity is not directly paid for by the company. the new media allow users to perform a variety of functions such as receive and alter information and images. radio or newspapers.way in nature. the distributors. It usually comes in the form of a news story. other forms of interactive media include CDROMs. Publicity/Public Relations: Publicity refers to non personal communications regarding an organization. and various pointof-purchase materials. Kiosks. Like advertising. sampling. which is generally defined as those marketing activities that provide extra value or incentives to the sales force. rebates. distributors and retailers. contests. Another advantage of publicity is its low cost. or the ultimate consumer and can stimulate immediate sales.
And. the marketing manager will take due note of the environmental variables Not only will he take due not of them. he will ensure that his marketing mix suits the environmental variables. Involved in this process are the choice of the appropriate marketing activities and the allocation of the appropriate marketing effort/resources to each one of them. place and promotion that is best according to its judgment. its factor that renders the task much more complex. Since marketing is essentially an interaction between the marketing mix and environmental variable. as its purpose is to establish and maintain a positive image of the company among its various publics.than publicity. marketing becomes synonymous with assembling and managing the marketing mix. It then chooses the combination/mix of products. and since the latter and non-controllable. while assembling the marketing mix. 65 . Personal selling involves more immediate and precise feedback because the impact of the sales presentation can generally be assessed from the customer’s reactions ASSEMBLING THE MARKETING MIX: Assembling the marketing mix means assembling the four Ps of marketing in the best possible combination. Unlike advertising. either face-to-face or through some form of telecommunications such as telephone sales. It considers different marketing mixes with varying levels of expenditure on each marketing activity and tries to figure out the effectiveness of different combinations in terms of the possible sales and profits. The firm has to find out how it can generate the targeted sales and profit. personal selling involves direct contact between buyer and seller. Personal Selling: It is a form of person-to-person communication in which a seller attempts to assist and persuade prospective buyers to purchase the company’s product or service or to act on an idea. Of course. price.
Borden.product. a noted marketing expert. Niel H. It can be easily seen that all activities and programmes. sometimes he adapts his recipe to the ingredients that are readily available and sometimes invents some new ingredients. `The marketing man is a decider and an artist – a mixer of ingredients. The marketing mix is the sole vehicle for creating and delivering customer value. relate to one or the other of the above four elements. who sometimes follows a recipe developed by others and sometimes prepare his own recipe. which a marketer designs and caries out in his effort at winning customers. For example. And. promotion and pricing constitute the marketing mix of the firm.MARKEGING MIX: THE SOLE VEHICLE FOR CREATING AND DELIVERING CONSUMER VALUE The four elements mentioned above. Subsequently. packaging is one of the sub-elements of product and warehousing is one of the sub-elements of distribution. there are several sub-elements. The Four Ps of Marketing: It was James Culliton. It was Jerome McCarthy. To quote him. the well-known American professor of marketing. He classified the marketing mix variables under four heads. promotion and pricing. another noted marketing expert. It can also be seen that in each of these elements. who first described the marketing mix in terms of the four Ps. who coined the expression marketing mix and described the marketing manager as a mixer of ingredients. place. distribution. experiments with ingredients as no one else has tried before. popularized the concept of marketing mix. each beginning with the alphabet “P”. The Four Ps Product Place 66 . or.product.
a close scrutiny will reveal that all these strategies can be fitted into two broad categories 1. As a result. Price oriented marketing strategy. depending on the relative weight age it assigns to the different elements. business firms are able to employ an abundance of strategies and strategy stances in their relentless race to stay ahead of competition. Assembling and managing the marketing mix is the crux of the marketing task. However. MARKETING STRATEGIES FALL UNDER TWO CATEGORIES We have seen that target market selection. They use price as their competitive lever. it is through the marketing mix that the marketing manager achieves the marketing objectives. Differentiation oriented marketing strategy. there are only two broad routes available for forging marketing strategies: any strategy has to be ultimately either a price-oriented strategy or a differentiation-oriented strategy PRICE ORIENTED MARKETING STRATEGY: Firms taking to the price route in marketing strategy compete on the strength of pricing. in fact immense. And. Over the years. Price Promotion McCarthy has provided an easy-to-remember description of the marketing mix Variables. In other words. The scope to carve out different combinations is. We have also seen that a firm can assemble the marketing mix elements in many different ways. positioning and marketing mix formulation together constitute marketing strategy. the terms – Marketing mix and Four Ps of marketing have come to be used synonymously. 2. They juggle the price of their product to suit the 67 .
To successfully practice a price-led strategy. They can afford to offer lower prices and still make the targeted profits. 68 . and a large market share built over a period of time. a firm should have consciously taken to the idea sufficiently early in its evolutionary process and prepared itself for adopting such a strategy. DIFFERENTIATION ORIENTED MARKETING STRATEGY: The differentiation route of strategy revolves around aspects other than price. the other Ps normally go as elaborations of the offer. while the product forms its core.prevailing competitive reality. early entry. Product differentiation is of vital importance in product management and has great potential in forgoing successful marketing strategies. The firms whole strategy. a firm opting for the price route will have to have a substantial cost advantage in their operations. in fact will revolve around building such cost advantage. The product can be differentiated along two major planks: 1. The cost advantage can emanate from different factors like. Tangible product attributes and functions. They elbow out competition with the cushion they enjoy in the matter of pricing. While all the 4Ps of marketing are important elements from the point of view of strategy. a firm adopting such route can price its product on the perceived value of the attributes of the offer and not necessarily on competition-parity basis. Price route requires cost leadership. vocational advantage. Maximum scope for exploiting differentiation remains with the product. It should be enjoying an overall cost leadership in the given industry and its lower cost should enable it to secure above average returns inspire of strong competition. It works on the principle that a firm can make its offer distinctive from all competing offers and win through the distinctiveness. or synergy among the different businesses. evidently. And. scale economies.
Intangible characteristics and emotional associations. Differentiation based on functional value. Operational Efficiency. The tangible product attributes and functions are • • • • • Differentiation based on ingredients. Service 69 . Packaging contributing to differentiation. Technology. Differentiation based on Quality.2. Differentiation based on additional features.
CHAPTER – 4 70 .
ANALYSIS AND INTERPRETATION 1. Service Customers preference Style / design No. Ford brand (D). 2. What do you like most about your Ford car? (A). From the above graph it is found that most preferred vehicle of Ford cars is Fiesta. No.1 (c) Endeavour (d) Fusion % of the customer 30 25 15 10 20 100% %of custom ers 20% 10% 15% 25% 30% Fiesta Ikon Endeavour Fusion Figo Fig. of customers 18 71 . Style/design (B). Which of the following Ford car you own? (a) Fiesta (b) Ikon Name of the car Fiesta Ikon Endeavour Fusion Figo Total Table.1 Interpretation: This question is meant for taking the information regarding the most preferred car in the Ford cars. Comfort (C). no.
No. 3.2 46 26 10 100 No. To other cars.Comfort Ford brand Service Total Table.no. what do you feel great about your car when compared in the market? (A) Fuel efficiency (B) Durability(C) Low maintenance (D) Sound quality (E) Brand name Customer perspective Fuel efficiency Low maintenance Sound quality Brand name Durability Total 72 No. of custom ers 10% 26% 18% Style/design Com fort Ford brand 46% Service Fig.This question is meant to know the customers preferences and likes towards the cars. of customers 4 18 24 40 14 100 . From the data we can position our product to the comfort seeking group of people.2 Interpretation.
4. relatives (buzz) (B) Advertisements(C) Car experts (d) Sale’s people’s visit (E) Auto magazines Sources of awareness Friends . of customers satisfied with the fuel efficiency is very low. How did you come to know about this car before purchasing? (A) From friends.3 Fig.Table No.4 No of customers 18 50 6 18 10 100 73 .3 Interpretation: From this question we can position the cars according to the customer’s perspectives. relatives Advertisement Car experts Sales people visit Auto magazines Total Table No. Many of the Ford customers are buying the cars by seeing its Brand Name only. The no.
of custom ers 10% 18% 6% 50% 18% Rriends. How do you rate the promotion of FIGO by Fortune Ford? (A) Excellent (B) Very good (C) Good (D) Average (E) Poor Rating Excellent Very good Good Average Poor Total Table no. of customers 10 28 52 10 0 100 74 . The major media that attracted the customers is television. relatives Advertisement C ar experts Sales people visit Auto magazins Fig.no.No.4 Most of the Ford customers came to know about their vehicle through Advertisements only. 5.5 No.
5 It has been observe From the table and graph above it can be seen that. 10% of respondents felt that the promotion was Excellent. Where do you get your car serviced regularly? (A) At authorized service centre (B) At a local workshop near my home Place of service At authorized center At a local workshop near my house Total Table. 28% of respondents felt that the promotion was Very good.of custom ers 0% 10% 10% Excellent 28% 52% Very good Good Average Poor Fig.no.6 No. No. 12% of respondents felt that the promotion was Average.No. It is clear that promotion of the Figo by Fortune Ford was good. and 8% of respondents felt that the promotion was poor. of customers 82 18 100 75 . 52% of respondents felt that the promotion was good. 6.
No. From this we come to know what the importance of authorized service centers for car is. of custom ers 18% At authorized center At a local near my house 82% Fig. No.no.6 Most of the Fortune Ford customers are interested to service their vehicles only at the authorized dealers.7 No. 7. Which bank do you prefer in getting financial help while purchasing a Car? (A) ICICI (B) HDFC (C) SBI (D) Others Name of the bank ICICI HDFC SBI OTHERS Total Table. of customers 21 6 20 3 100% 76 .
8 No. Customers are asking for min interest on financial help provided by the banks. Which type of finance do you prefer? (A) In house finance (B) Out house finance (C) No difference between the two Type of finance In house finance Out house finance No difference between the two Total Table No.No. of custom ers 3% 21% 20% ICIC I HDFC SBI 6% OTHERS Fig. 8.7 Most of the customers prefer ICICI and SBI banks for taking financial help while purchasing a car. of customers 60 24 16 100 77 .no.
No.of custom ers 16% In house finance 24% 60% Out house finance No difference between the two Fig No. 9.M/Radio Media Televisions Magazines News paper FM/ Radio Total Table No.9 No. 8 Interpretation: It has been observe that most of the customers prefer house finance help while purchasing a car. To which media do you get expose regularly? (A) Televisions (B) Magazines (C) News papers (D) F. of customers 52 14 32 2 100 78 .
no. channels do you watch regularly? (A) National news channels (B) Regional news channels (C) Sports channels (D) Entertainment channels T. of customers 20 8 40 32 79 .No.V. Channels National news channel Sport channels Entertainment channel Regional news channel No. 9 From this analysis we come to know that most of the customers are interested in watching televisions.V. 10. which is a good media for communicating with people and delivering our intentions about product. of custom ers 2% 32% 52% Television Magazines News paper 14% FM/ Radio Fig. Which kind of T.
More than quarter of the sample size showed interest only on the entertainment channels and next preference goes to the regional news channels.Total Table.V.11 No. What’s your opinion on the price list of Ford cars? (A) Affordable by common man (B) Affordable only by rich man (C) Can’t say Customer opinion on pricelist of ford car Affordable by common man Affordable by only rich man Can’t say Total Table. of customers 30 60 10 100 80 . of custom ers 32% 20% 8% National news channel Sport channel Entertainment channel 40% Regional channel Fig. No.10 100% No. No. 11. channels. 10 This question is meant to know the interests and preferences of customers towards T. no.
12. of custom ers 10% 30% Affordable by common man Affordable by only rich man 60% Can't say Fig. What kinds of offers do you like or expect from the dealer? (A) Free Insurance (B) Special discount on sale of cars (C) Extending the service period (D) Finance availability with 0% interest Offers Free insurance Special discount on sale of cars Extending the service period Finance availability with 0% interest Total Table No.No. of customers 18 6 54 22 100 81 .12 No. 11 More than 80% of customers think that Ford cars are affordable only by rich men. No. These cars are too expensive for an economic/common man of the society.
What more do you expect from your dealer? (A) Information about new cars (B) Information about service and mileage (C) Assistance regarding loans and insurance (D) Understanding customer needs Expectations of customer No.13 82 . 13. 12 The chart shows that the most of customers likely expected to the dealer to extend the service period. of custom ers 22% 18% 6% Special discount on sale of cars Extending the service period Finance insurance 54% Finance availability with 0% interest Fig.No. No. No. of customers Information about service and mileage 68 Assistance regarding loans and insurance 8 Understanding customer needs 20 Information about new car 4 Total 100 Table.
How do you feel when an unknown sales person approaches you by knowing your full details to demonstrate about any product? (A) I will not respond (B) Lost my privacy (C) Interested in knowing (if I feel a need of it) Customer opinion I will not respond Lost my privacy Interest in knowing. From the above analysis we come to know about the customer’s expectations and their post purchase service demands from the dealer. 13 Most of the customers are expecting the information about service and mileage regarding the cars from the dealer. 14. If I feel a need of it Total Table no. No. of custom ers 4% 20% 8% 68% Information about service and milage Assistance regarding lones and insurance Understanding customers needs Information about new car Fig.14 No.No. of customers 22 10 64 100 83 .
No. 15. 14 This question is prepared indirectly to know about the customer’s opinion about the Data Bank maintenance by the Fortune Ford. In reply majority of the customers gave a positive reply by showing interest in knowing about the cars when a sales person gives a detailed description about the cars.15 No. of customers 61 49 100 84 . Have you come across any promotional event conducted by Fortune Ford during last one month? (A) YES (B) No Customer opinion Yes No Total Table No. If I feel a need of it Fig No. of custom ers 22% 10% 64% I will not respond Lost my privacy Interest in working.
No. 15 From the table and graph above it can be seen that 61% of respondent’s come across promotion of Fortune Ford and 49% do not come across promotion of Fortune Ford. 16. Would you recommend Ford “go fida” to your friends and relatives? (A) Recommended (B) Not recommended Recommend respondents 62 Not recommend 38 Table no. As the Fortune Ford promoted and conducted events for Figo.16 Total 100 85 . No. of custom ers 49% 61% Yes No Fig.
16 From the table and graph above it can be seen that 62% of respondents recommend Figo to your friends and relatives and 38 % of respondents don’t recommend Figo to your friends and relatives. Whom do you suggest as a right person for promoting a car? (A) Sports person (B) Film stars Customer suggestion Sports persons Film star Car expert Any celebrity Total Table No.Fig no.17 (C) Car expert (D) Any celebrity No. of customers 36 42 14 8 100 86 . Most of the respondents would recommend Figo to the friends and relatives. 17.
No. of customers 33 15 24 18 10 100 87 .Fig. Because many of them get attracted only to their favorite film stars other than other brand ambassadors 18. What other brands did you seriously consider before making this car purchase? (A) Hyundai (B) Chevrolet (C) Maruthi Brand name Hyundai Skoda Maruti Honda Toyota Total Table No. 17 Most of the customers of Ford suggest a film star as the best ambassador.18 (D) TATA (E) Toyota No.
of custom ers 10% 18% 33% Hyundai Scoda Maruti 24% 15% Honda Toyata Fig.19 Rating Maruti Swift Hyundai i10 Chevrolet Spark Tata indica others Total 88 . 19.18 Most of the Ford customers are opting for Hyundai when they are asked to consider a brand other than Ford.No.no. of a customers 37 30 16 7 10 100 Table No. Skoda occupies the second place in their preference. As per you which vehicle comes close to Figo. (A) Maruti Swift (B) Hyundai i10 (C) Chevrolet Spark (D) Tata Indica (E) others No.
of sanction loans 16 15 28 19 17 89 . and 10% of respondents feel that various other Vehicles comes close to Figo . (A) Hyundai (B) Honda (C) Maruti Suzuki (D) Mahindra& Mahindra (E) Ford Automobile company Hyundai Honda Maruti Suzuki Mahindra & Mahindra Ford No. Most of the customers feel that Maruthi Swift comes close to the Figo. For which automobile company you finance more loans in a month. 37% of respondents feel that the Vehicle that comes close to Figo is Maruthi Swift.of custom ers 7% 16% 10% 37% Maruti Swift Hyundai i10 Chevrolet Spark Tata indica 30% Others Fig No. 22% of respondents feel that the Vehicle that comes close to Figo with Chevrolet Spark. 20.No. 7% of respondents felt that the Vehicle that comes close to Figo is Tata Indica. 30% of respondents feel that the Vehicle that comes close to Figo is Hyundai i10. 19 From the above chart it can be observe that.
of sanction loans 17% 16% Hyundai 19% 15% Honda Maruti Suzuki Mahindra & Mahindra 28% Ford Fig. 20 Total 100 90 . No. 15% for Honda motor. 20: It has been observe the banks are sanctioning loan in a month 15% for Hyundai motor. Sir. 30% for Maruti Suzuki and 20% Mahindra & Mahindra and 15 for Ford motor .Total Table. Are you (to bank manager) interested if I conduct a event show of “go fida” “ford FIGO” and “ford FIESTA” in your branch compound? Yes Respondents 100 No 0 Table No. 21. no.20 100 No.
of respondents 0% Yes No 100% Fig.No. that all bank managers want to conduct a event show of “go fida” in their branch compound. 91 . no 21 The above chart shows the popularity of Ford “go fida”.
CHAPTER – 5 FINDINGS 92 .
Now-a-days people are Brand conscious. • Maintenance of Ford vehicles is more. 93 . • The brand image of FORD is Excellent. Its product Swift is a success model. No car in the hatchback segment is competitor for Figo and Fiesta. Products or Services having a good Brand image has got a great range of influence on buying behavior.• Brand awareness has got a great range of influence on buying behavior. People who are choosing hatch back car segment are mostly from employees and middle class. In Hyderabad most of the people are think that Ford vehicles are for urbane people. Everyone in the market is comparing the ford to Maruthi swift as Maruthi is the leader for the hatchback segment. Everyone is aware of Ford as it is the fourth largest automobile company. Figo is having a number of features like dual air bags. Ford is positioned in the minds of people as high maintenance that is the one of the reason why Ford is not a big success in the Indian market • The products “go fida” the “ford FIESTA” and “ford FIGO” many features when compared to any car in hatchback segment. Ford. • Promoting a product and creating awareness through conducting event show in different areas of a pre plane with bank manager and meeting with customer personally has an influence on the people rather than non-personal channels. • In hatchback cars millage plays a major role on buying behavior. ABS with EBD etc. They cannot effort more. • Major competitor of Ford Figo is Maruthi Swift.
• Most of the Ford customers came to know about their vehicle through Advertisements only. • Most of the people want to see entertainment channels and next preference goes to the regional news channels. The major media that attracted the customers is television. The no. • • It has been observe that Hyundai i1o comes close to Ford Figo. RECOMMENDATION 94 . and 20% Mahindra & • Peoples are very aggressive and enthusiastic to meet with brand promoter during event show. 30% for Maruti Suzuki Mahindra and 15 for Ford motor . 15% for Honda motor. of customers satisfied with the fuel efficiency is very low. Customers are asking for min interest on financial help provided by the banks. Many of the Ford customers are buying the cars by seeing its brand name only. It has been observe the banks are sanctioning loan in a month 15% for Hyundai motor. • The popularity shows that most of the customers would recommend Ford Figo to the friends and relatives. • Most of the customers prefer ICICI and SBI banks for taking financial help while purchasing a car.• Customer’s perspectives.
• Fortune ford should poster of the “go fida “ the Ford Figo and ford Fiesta and put it in all bank branches. because now many customer are firstly approaching for car loan in bank and they make their decision there for good car. So try to concentrate on this segment. Begumpet etc. like Banjara Hills.V except “go fida “ the “ford FIGO” and “ford FIESTA”. Try to provide financial facility of all customers at minimum interest. And keep Service Stations at main locations of the city... We don’t see or find much of the Ford car advertisements in T. where many customers feel it easy to go to service centers. For the reaching of the target audience media is the best way. As it is a newly launched model of the Ford it is the time to capture market of the hatchback car segment. • Advertisements through televisions can influence many categories of people. • Fortune Ford has to concentrate on new strategies for the promotion of Ford Figo. Jubilee Hills. Everyone who had a look at the car likes it. • . • Please provide information about new cars along with their price lists at least once in 6 months. • Ford has to utilize the media for the promotion of Figo. Currently Figo is having a good response in the market. QUESTIONNAIRE 95 . • Please try to increase the number of Service centers.. Through promotion will go to the long distances. after seeing the rear window of the back doors they are not showing any interest. • Ford has to rectify the rear window of back door which doesn’t go down completely.
What do you feel great about your car when compared to other cars in the market? a) Fuel efficiency d) Sound quality b) Durability e) Brand name c) Low maintenance 4. What do you like most about your Ford car? a) Style/design c) Ford brand b) Comfort d) Service 3. How did you come to know about this car before purchasing? a) From friends.Name : ……………. Contact no. How do you rate the promotion of FIGO by Fortune Ford? a) Excellent d) Average b) Very good e)Poor c) Good 6. Which of the following Ford car you own? a) Fiesta c) Endeavour b) Ikon d) Fusion 2. Where do you get your car serviced regularly? 96 . Address: E-Mail address: …………………… 1. relatives d) Sale’s persons visit b) Advertisements e) Auto magazines c) Car experts 5 . ………….
Which type of finance do you prefer? a) In house finance c) No difference between the two b) Out house finance 9.a) At authorized service centre b) At a local workshop near my home 7. To which media do you get expose regularly? a) Televisions c) News papers b) Magazines d) F. channels do you watch regularly? a) National news channels d) Entertainment channels b) Regional news channels c) Sports channels 11.V. What’s your opinion on the price list of Ford cars? a) Affordable by common man c) Can’t say b) Affordable only for rich man 12. Which kind of T.M/Radio 10. Which bank do you prefer in getting financial help while purchasing a car? a) ICICI c) SBI b) HDFC d) others 8. What kinds of offers do you like or expect from the dealer? 97 .
a) Free insurance c) Extending the service period b) Special discount on sale of cars d) Finance availability with 0% interest 13. b) Unable to attract customers 17. What more do you expect from your dealer? a) Information about new cars c) Assistance regarding loans and insurance b) Information about service and mileage d) Understanding customer needs 14. Whom do you suggest as a right person for promoting a car? a) Sports person b) Film stars c) Car expert 98 . How do you feel when an unknown sales person approaches you by knowing? Your full details to demonstrate about any product? a) I will not respond b) Lost my privacy c) Interested in knowing (if I feel a need of it) 15. What’s your opinion about the previous Ambassador Abhishek Bachan for the car Ford Fiesta? a) Full filled the purpose c) He was not apt for it. Have you come across any promotional event conducted by Fortune Ford during last one month? a) YES b) No 16.
b) Skoda c) Maruthi d) Honda a) Maruti Swift d)Tata Indica b) Hyundai i10 e)others c) Chevrolet Spark 20) For which automobile company you finance more loan in month. 99 . a) Hyundai d) Mahindra b) Honda e) Ford c) Maruti Suzuki Thanks for taking the time to fill out this questionnaire and for providing valuable information which will be used for my project work. We do not share or sell your name.d) Any celebrity 18) What other brand(s) did you seriously consider before making this car purchase? a) Hyundai e) Toyota 19) As per you which vehicle come close to Figo. market research studies and reports. address or any other data with any outside company for any purpose.
BIBLIOGRAPHY www.com www.google.com www.fortuneford.yahoo.wikipedia.com 100 .com www.com www.fordindia.
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