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The primary objectives of the project are as mentioned below: 1. To assess the customer satisfaction level 2. Proper understanding and analysis of the JCB India Ltd. 3. To study the brand image of JCB India Ltd. 4. Proper understanding of promotional tools prevailing in the company. 5. To suggest the ways to promote JCB as brand. 6. To know strength, weakness, opportunities and threat of JCB brand image.
Because the objective of a survey is to find new hypothesis, flexibility and feedback from the customers. However, three lines of attack may aid in finding hypothesis of value: • • Study of secondary sources of information. Survey of individuals who are apt to have ideas on the ideas on the general subject. • Analysis of selected cases.
Field work for the JCB India customer satisfaction survey was conducted between MAY and JUNE 2006. Sample was provided by JCB India limited. Interviews are pre arranged and conducted face to face. The study combined two of the standard JCB customer satisfaction Questionnaires on sales and delivery and service, as the central research instrument. SAMPLE DISPOSTION Number of interviews conducted is 50
HISTORY OF EARTH MOVING The movement of earth and the remodeling of the landscape have always being a source of fascination for man. Man has acted as ‘Architect” throughout his entire civilized past with the building and moving of earth constantly playing an important role. But the first traces of our cultural heritage are not only to be found in art. But also in building and agriculture. Mining was as early as the Neolithic age when the main desire was obtain flint from chalk to make weapons and tools. About 6,000 years ago, with the progression from the Neolithic age to the copper age, the change from hoe farming to the plough culture took place. It was at this time that the oldest known piece of earth moving equipment appeared: the simple wooden plough. In fact the plough features throughout the history of mankind 5,200 years after it was invented it was to undergo a tremendous change transforming it into what was to become today’s grader and scraper and into other importance of earth moving equipment. Earth moving machines are part of human culture; they mirror contemporary thought, technical possibilities and the every day working world of our forefathers. The development of earth moving machines tells the story of our culture, as does the art or the history of the people and the states.
Earth moving equipment followed the three stages of development. Then come to the next stage of development. earth moving machines were adopted for use on rails and were use to build the railway as well as being transported by rail. canals and the rivers.The quickly forgotten development of building techniques never attracts the same attention as the history of weapons for example either in public or in museum. Dams would not be as high as there are there would be no connecting bridges or tunnels. In early times machines took over the dredging of ports. With the world changing invention of the railway. These appearance changes again early this century when they were adopted for road use and they were increasingly transported by road rather than rail. Large numbers of these machines were used . not save on manual labors was cheap but because manual work prove to be impact in practical. no great water ways and or airports. early machines were built for use on waterways. without construction equipment there would be no longer stretches of road and rail networks. It is for these reasons among others that the history of these machines was finally written down as comprehensively as possible for safekeeping. Without the need to build there would be no construction equipment.
but try to go back further into the past and the traces soon disappear.5 cubic meters of earth were moved per second from the sources side 20 km away. The origins of earth moving machines can certainly be traced back to the early days of technology. How grade was increase in performance as compared to earlier methods? We cannot be sure but a worker using a pickaxe and shovel and with a basket on this back could move roughly to 2 cubic meter of earth over a distance of 200 meter’s in the course of 12 hours a day. The drag bucket pulled along by animals can be seen as the first specialized earth-moving device. It was the development of plough. already thousands of years old when the drag buckets was first use. . By comparison building of San – Dam in California in 1964 almost 1.in the construction of roads and motorways especially during the middle of 28th century.
. two succeeding models JCB 3C MarkIV and JCB Mark V were launched. a joint venture. a major Indian engineering conglomerate and player in the Indian Earthmoving and Construction Equipment Industry (EMCE) joint hands to form Escorts JCB (EJCB).Loader was a machine for the Indian EMCE market making the beginning of mechanization of small and medium sized jobs. & Escorts limited. 1980: Plant located at Ballabgarh 30 kilometers from Delhi starts operations and in June rolls out its first equipment – an excavator loader.COMPANY PROFILE HISTORY JCB INDIA LIMITED was oldest earth moving Construction Company and was entered in India in1979 in joint venture with Escorts Group. Stated below is a synopsis of JCB India corporate: 1979: JCB India Limited. The first model was JCB 3C MarkIII. JCB India Limited of United Kingdom is ranked in the top 5 manufacturers of earthmoving and construction equipment in the world. 1980-1982: These two-and-a-half years were spent in product adaptation and improvements and during this period. 1 in the Backhoe Loader or the Excavator – Loaders market. The Excavator. The company sells its products in over 130 countries and is the world’s no. world-renowned EMCE manufacturer.
1989: EJCB completes the first phase of the appointment of a countrywide dealership network. 1992: This year saw the launch of two new machines. dealerships with 50 outlets. helped give a better finish and longer lasting paint. The installation of shot blasting machines and a state-of-the-art paint shop. One was a bigger excavator loader – JCB 5D.Each model was a further improvement on the previous one.the only ones of their kind then and even now. road building. 1991: EJCB made massive investments in its plants to give betterfinished machines. trenching. dozing. All these models were extremely successful as they were widely accepted this new concept and mid-sized machine. giving better excavation and loading capacities and the other were JCB 430 Z Articulated loading shovel. making the machines more durable. 1987: EJCB further improved the excavator. These machines served the market for five years.loader and launched JCB 3D. etc. mining. This is the largest selling model in the country. These machines were used forloading. 1984: EJCB started appointing dealers to provide after sales support to the machines in field. comprising over 20 .
crane. 1996: EJCB started depots in zones to provide parts support to the dealers and reduce machine downtime. This machine is capable of performing varied jobs such as that of a loader. Its sales crossed the 12. forklift and maintenance platform.000 mark. It was a huge success with industries. styling. Also launched the two-wheel drive version of JCB 4CX and the new look JCB 3D. 2001: The JCB 4CX Excavator-Loader was launched. 1995: EJCB became the first company to be accredited with ISO 9001. and had over 100 dealers. all capability. This machine set standards such as operator comfort. the 5th largest manufacturer of construction equipment in the world grew its worldwide market share to . EJCB had totally sold over 10000 machines. 2004: Enhances its range by offering JS 200 Track Excavator and JCB skid steer loaders. JCB. 2005: Globally. 2002: BY this year. productivity and reliability.1993: The JCB 530 Telescopic handler was launched. when EJCB sold over 2000 machines a year. The JCB 3D was redesigned with a more powerful engine hydraulic system and a more comfortable cabin. 2003: JCB increased its stake from 40 % to 60%. this was the year. In addition.
Chennai. In addition. At JCB India limited it is believed in the philosophy of lifetime relationship with a customer. With intelligent parts stocking at Head Office and depots outlets. Prompt and efficient product support services ensure that the customer’s JCB machine is operational at all times.over 20% to regain its position as the No 1 manufacturer of Backhoe loaders in the world 2006: EJCB is bought by JC Bamford Excavators Limited and becomes JCB India Ltd. response time to any machine has come down considerably. It is the endeavor to become a partner in the prosperity of the customer. to the above there are three parts depots at Calcutta. and Pune to provide a quick support to the dealerships in the regions. Today this network comprises of JCB India marketing offices 40 dealers and over 160 dealership outlets nationwide. Today over 95% of parts can be supplied anywhere in the country within 24 hours of receipt of requirement. THE NETWORK JCB India Limited was the first company in this industry to man and support its products through a network of dealerships. .
JCB ZONAL NETWORK NORTH ZONE DEALERS: 10 OUTLETS: 27 CENTRAL ZONE EAST ZONE DEALERS: 10 OUTLETS: 25 DEALERS: 04 OUTLETS: 13 WEST ZONE DEALERS: 05 OUTLETS: 18 SOUTH CENTRAL DEALERS: 4 OUTLETS: 22 SOUTH ZONE DEALERS: 05 OUTLETS: 43 Although JCB machines are best made and design to operate in extremely tough conditions. JCB gas a strong product support backup throughout the country to ensure that the machine downtime is the bare minimum. but the company is not satisfied with this alone. .
Parts marketing campaigns to make the customer’s aware about the long-term benefits of using “JCB Genuine Parts” in their machines. Service campaigns being undertaken from time to time to provide free preventive maintenance services to its customer’s at their doorsteps. which its customers require from time to time. Regular customer meets which helps in understanding the discerning requirement if its customer. . Each dealer point is also well stocked with full range of parts. Some of ten parts and product support services being provided to its valued customers are: 1. 4. This helps its customers to get the best possible output from machine.JCB has dedicated team of 600 trained product support engineers located at more than 160 dealer outlets throughout the country. 2. Training campaigns to upgrade the skills of the machine operators. 3. These engineers constantly strive to keep the JCB machines of its customers in operational readiness. JCB believes that a delighted customer is its best JCB ADVOCATE who can help it to win more customers.
strong and high performance products and solutions to meet global customer’s needs. JCB’S care extends to the environment and the community. MISSION STATEMENT To grow company by providing innovative. .JCB’S VISION JCB plans to deliver the best customer support in the industryputting the customer at the very heart of the business. JCB will support world-class products by providing superior customer care.
Good working relationships will be constantly strove for that is founded on trust. Affairs must be conducted in the company and in public to the highest standard of honesty and integrity. 2. 3. Work must be done as to solve problems in an open and constructive manner. A good reputation as hard won and easily lost. Customers are the cores of the business and all the action must lead to delighting them.QUALITY POLICY 1. Resources will be provided to continually improve the process to meet changing customer requirements. reliability and responsiveness. respect and fairness. 4. . always improving quality.
There is full compliance with the relevant provisions of national legislation for Health and Safety as it affects employees at work and the general public. Provide information. instruction and training as is necessary to secure the Health and Safety of all employees. 3. 2. using risk assessment to determine the level of risk and necessary controls. 4.GENERAL POLICY STATEMENT 1. Health. 6. 5. including the prevention of occupational risks. Safety and Welfare of employees and others affected by the business undertaking will be treated with a level of importance equal to that of any other function. . A safe and healthy working environment is established and maintained by the development of safe systems of work. Its business is conducted in accordance with the best contemporary practices for the promotion of Health and Safety at Work. Managers at all levels are encouraged to regard Health and Safety matters as an integral part of their function and the prevention of all accidents involving personal injury or property damage is essential tip the efficient of the business operator.
8. including the arrangements for safety will be reviewed annually unless statue or regulation necessitates any intervening amendments. Discussions and effective joint consultations encouraged cooperation of employees in promoting safe and healthy conditions and systems of work. In recognition that the company operates in a dynamic environment. The company will consult and receive the advice from suitably trained employees known as the Health and Safety officer or Advisor on matters regarding health and safety. .7. this policy. 9.
The compact 1CX and 2CX take backhoe loader versatility to previously inaccessible areas. innovation and customer choice. set new standards for productivity. the 3CX. and 4CX. and while the heavy weights of the range. .PRODUCT RANGE CONSTRUCTION/ INDUSTRIAL PRODUCTS Backhoe Loader Tracked Excavator Wheeled Loaders Skid Steer Loaders Skid Steer Loader (Agriculture) JCB’s advanced range of backhoe loaders leads the world for performance.
Dig Depth= 4. .31m MAX.2m3 MAX. Engine Power = 96 HP JCB TRACKED EXCAVATOR JS 210L MAX.77m MAX.3DX MAX. Operating Weight = 21190 kg. Engine Power = 57 KW (76 HP) 4D MAX. Dig Depth = 5. Engine Power = 95 KW (128 HP) MAX. Loader Capacity = 1.
MAX. Engine Power = 178 KW (239 HP) MAX. Operating Weight = 32600 kg. JCB WHEELED LOADER 430Z
MAX. Engine Power = 127 HP MAX. Operating Weight = 10550 kg. 456 ZX
MAX. Engine Power = 161 KW (216 HP) MAX. Operating Weight = 20265 Kg.
LOADER JCB SKID STEER 160/170
MAX. Operating Weight = 2410Kg. /2510Kg. MAX. Operating Capacity= 600 Kg. /700 Kg 190/1110
MAX. Operating Weight = 3500Kg. /3725Kg. MAX. Operating Capacity = 900Kg. /1100Kg.
COMPITITORS OF JCB L&T
L&T-CASE EQUIPMENT PRIVATE LIMITED is a joint venture with equal equity participation by L&T and CNH America LLC (a wholly owned subsidiary of CNH Global N.V., USA). CNH Global is a new corporation formed by merging two of the world’s largest tractor and construction equipment major’s, vise, Case Corporation and New Holland, CNH Global has manufacturing and marketing facilities worldwide, and is the world’s largest, manufacturer of loader backhoes. L&T-CASE Equipment Private Limited manufacturers, markets and provides service and support for the following equipment: Loader Backhoe model L&T-CASE 851 This state-of-the-art and globally proven model of CNH Global N.V. has the features of load sensing with flow compensation and simultaneous operation. Its engine power is 96 HP Gross at 2200 RPM, and it has a choice of backhoe buckets (range: 80-240 liters), and loader bucket of 1000 liters. Attachments to suit various applications in infrastructure projects are available. The four- wheel drive version is popular in rough terrain. Loader Backhoe Model 580- 3 S Multi-purpose loader backhoe model L&T 580-3 S is available in side shift. Powered by 76 HP at 2200-RPM engine, the machine features improved kinematics and low operating cost. Backhoe
Powered with a 74 HP engine) is specially suited for asphalt compaction in road and infrastructure development. as Czech Republic . STA compaction machines from Stavostroj. Other Equipments 1. Vibratory Compactors L&T 752 tandem vibratory compactor (operating weight: 8800 Kg. and loader bucket capacity from 630 to 1500 liters. Its low weight and ease of transportation make it suitable for road repairs in metros and cities. L&T-CASE 1107 (operating weight: 11300 Kg.) 2. Attachments to suit various applications in infrastructure projects are available. L&T-CASE 450 tandem vibratory mini-compactor (operating weight: 3000Kg.bucket capacity ranges from 80 to 300 liters.) is a technological replacement of the 8T static roller. infrastructure and irrigation projects. To 4105 Kg. and is the preferred choice for construction of village roads. A range of utility construction equipment from CNH Global like CASE skid steer loaders (operating weight range: 2593 Kg.) single drum vibratory roller powered with 112 HP engine is used mainly for soil compaction in road.
North America and Asia. UK. Vibratory Compactors. manufacture and supply of loader backhoes and compactors. Terex Corporation. TEREX VECTRA Terex Vectra Equipment (p) Limited. Skid Steer Loaders. is into the business of manufacturing and sale of construction equipment. Vectra owns. This is the first manufacturing facility for Terex Vectra in India. Europe and Asia. managed by NRI’s with operations in 10 countries in Europe. a 50:50 joint venture between Terex Corporation.Manufacturing facility The manufacturing facility of L&T-CASE Equipment Private Limited at Pithampur is ISO 9001-certified for design. Terex has global manufacturing bases spread over USA. Earth Moving and Material Handling products. The company will keep gradually introducing the latest models of Case / New Holland Loader backhoes. Vectra is a UK based group. USA is the 3rd largest Construction Equipment manufacturer in the world with a global turnover of over USD 4 billion. This unit will offer range of construction equipment including Backhoe Loaders. The company has a vast range of Mining. The JV Company has invested USD 12 million and come with the world-class manufacturing facility operational on a 36 acre site at Greater Noida. solely . USA & Vectra Limited. and Midi Excavators.
.A powerful 7. The company has put up an effective dealership network across country to build strong dealer and customer relationships. The JV company. loading etc. can perform a vast range of operations from loading to sweeping. 2. Vectra and Terex are he joint owners with 11% and 81% equity in the Czech truck manufacturer. Some of the other products to be offered in the near future are a) Compaction Equipment. North America and India.5 Ton excavator one of the best products in its class in the world.A powerful and versatile machine with as many as 60 attachments. Vectra Heman Skid Steer Loader. manufacturing facilities in Europe.and jointly with other JV partners. grading waste material handling. b) Schaeff HR 32. with major plans in India is keen to offer world-class products to the Indian market such as: 1. With the recent acquisition of Tatra as. trench digging. airports etc. dams.Vibratory compaction rollers from 1012 tons for road building. By Terex Corporation. The major emphasis of the company would be research and development of products and technology while undertaking extensive testing.60 tons rugged machine to take on the rigors of Indian working conditions. Terex TX760 Backhoe Loader.
Ashok Leyland and BEML. Caterpillar posted sales and revenue of $30. diesel and natural gas engines and industrial gas turbines.25 billion. Caterpillar Inc. 4. concrete mixers and selling cranes in India. CATERPILLAR For 80 years. Vectra AZAD Engineering Private LimitedThis is a fabrication unit. Tatra Trucks India Limited Hosur. in partnership with its worldwide dealer network. which assembles the same and supplies to the Indian armed forces. These company manufacturers high capacity mining tipper trucks used in mining and construction.This is a joint venture between Vectra and Tatra as of Czech Republic. Caterpillar is a technology leader and the world’s leading manufacturer of construction and mining equipment.The Indian operations of Vectra as follow: 1. With 2004. has been building the world’s infrastructure and. which is an OEM supplier of high quality bodies to Vehicle factory Jabalpur. Vectra group supplies Tatra kits to BEML. 2. in driving positive and sustainable change on every continent. 3. . Tamil Nadu. Vectra Advanced Engineering Private Limited- manufacturing special trailers.
000 employees are involved in 6 Sigma and are helping to shape the Caterpillar of tomorrow. Caterpillar invested nearly $928 million in research and technology in 2004. Caterpillar posted sales and revenues of $30. Cat dealer serve equipment. service and financing needs for customers in more than 200 countries. Almost all dealerships relationships are independent their and locally that owned. span at Many least have two with customers generations. Caterpillar Dealer Network Caterpillar’s global dealer network provides a key competitive edge customer’s deal with people they know and trust.400 outlets worldwide.S. 6 Sigma The long-term payoff of 6 Sigma will be seen as we develop future leaders who are prepared to address the increasingly complex issues that face us as an industry leader. maintaining Caterpillar’s position as a global supplier and leading U.03 billion. More than 30. Rental services are offered through more than 1. Approximately half of all sales were to customers outside of the United States. Caterpillar products and components are manufactured in 49 U.S.In 2004.25 billion and a profit of $2. exporter. facilities and in 59 other locations in 22 countries around the globe. our employees earned more than 3900 patents 1997. Worldwide. .
able to fund project programmed for future customer needs. and reward its shareholders. Caterpillar is also proud to be the lead corporate donor in the Nature Conservancy’s Great Rivers Project. Caterpillar and its dealers provided machines. money and resources for relief and recovery efforts. the company recognizes the responsibility to help restore confidence in Corporate America. And cat has once again been named to the Dow Jones Sustainability World Index. In response to the Asian Tsunami disaster. As an industry leader. We continue to generate significant net free cash flow enabling investments in strategic growth opportunities. provide financing for dealers and customers. . Social Responsibility Caterpillar’s reputation for making a difference in the world is something that the company proud. Visit the Corporate Governance section for a reliable source for the corporate governance practices the board has in place to ensure we are building on Caterpillar’s sound reputation. Financial Strength Caterpillar is financially strong. and consider the leader itself for corporate governance practices.Corporate Governance Caterpillar’s reputation for integrity is a fundamental part of the heritage and one of the most valuable assets.
It is the only Indian manufacturer that produces 100 tones crane. Areas of business The company has used state-of-the-art technology to manufacture excavators and backhoe loaders. Caterpillar’s quarterly dividend has grown nearly 1000% in the last decade on splitadjusted basis. These are the largest machines made locally.Shareholder Value Caterpillar is committed to generating attractive returns for the shareholder. It enjoys 90% share of the crawler crane market in India. we have repurchased approximately 77 million shares since June of 1995. It has revolutionized the Indian construction equipment industry. despite stiff competition. In addition. Strategic growth initiatives involving the machine. and contractors. with the introduction of the V-series of hydraulic excavators. engine and service businesses are expected to drive attractive stockholder returns for years to come. The company was the country’s first construction equipment manufacturer to receive the ISO 9001 certification. TELCON The companies manufacture construction equipment that is used in major infrastructure projects in India. It has remained a market leader for the past five years. The company has an extensive customer base that includes government and institutional buyers. The company was the first to introduce mine-excavators in .
for hydraulic excavators and cranes. Japan. eight models ranging from two tones to 60 tones in size.India. Locations The company has a countrywide network of sales. Collaborations The company has collaboration with Hitachi Construction Machinery Company. The company can indigenously design and develop products. Turkey. . is the most successful machine to be made in India so far. Spain.300 machines being sold in the last three years. Leberno. It is the largest manufacturer of hydraulic excavators in India. for asphalt plants. with more than 1. for compactors and CESAN. and John Deere. for backhoe loader technology. It offers the widest available range of hydraulic excavators. service and spares parts offices. such as robot welding and machining centers. It has modern manufacturing expertise with the latest machine tools and automation facilities. and its brand EX 60. at Jamshedpur and Dharwad. with over 6. USA.000 machines in the market.
DEALER OUTLETS (ZONE SPLIT) JCB V/S COMPETITIOR COMPANY NORTH EAST WEST CENTRAL S.CENTRAL SOUTH TOT AL JCB TATA CATERPILLR L&T TEREX VECTRA 27 07 13 10 04 24 11 20 08 01 24 05 07 04 XX 14 06 08 03 01 19 06 07 01 XX 41 05 05 02 XX 149 40 60 28 06 .
Standardized Dealers outlet & consistency in communication Dealers outlet are standardized means all JCB Dealers having same ambiance as well as furnishings the motive behind this is to avoid discrimination among dealers in order to develop the feeling of .BRAND PROMOTIONAL ACTIVITIES OF JCB Some Branded products offered by JCB These products are extensively used for brand promotion of JCB. They opened branded product department in the heart of the city Connaught place and Faridabad. These branded products develop the feelings of belongingness and pride among the dealers and employees. They are offered to dealers and employees at nominal costs. JCB also provide incentive to dealers to sales and distribution.
watches and pens given to each JCB customer that buys machines. All dealers using same letter head. also for raising their motivation and they feel as part and parcel of the organization. Customers Royalty Club Packs of cap. this will smoothen the relationship as well as develop loyalty towards the company. model. logo and having consistency in communication. Standardized Uniform The standardized uniforms for JCB employees as well as dealers in order to develop the sense of belongings. inform about any new products launches and achievements. . Terrain JCB issue publication for the dealers to update them about any amendment in the personnel of the company. Truck Branding Standardize co lour of all trucks carrying JCB machines for enhancing awareness among the general public.integrity among them. Tows & Shows JCB organized tows and shows time to time for enhancing the sales and for word of mouth promotion.
Secondly. it will let the company know where it lacks. Documentary in cinema halls (rural areas) The company demonstrates corporate profile of JCB in cinema halls in rural India of having high viewer ship of movies. This will help the company on three ways: Firstly. how it could be rectified.Customer Satisfaction Survey The company conducts customer satisfaction survey for strengthens relationship with the customers. . it make the customers make them feel that they are important for the company and lastly in assessment of the sales executives performance.
known personalities from various fields: but the best suited would be from the field of SPORTS.CELEBRATORY ENDORSEMENT BY NARAIN KARTHIKEYAN JCB hire a brand ambassador Naraian Karthikeyan for its brand promotion. It is so because the product range of JCB does not match with the personalities from some other field. He is the first Indian Formula 1 car racer. Brand ambassador could be well. .
upon close inspection. JCB build a powerful brand. It has become the crux of selling in the new economy. “the new philosophy could be “nothing happens until somebody brands something. However. . a brand is a noun. In short a brand offers the customers a guarantee and then delivers on it. “nothing happens until somebody sells something. successful branding programs begin with superior products and services. if they can’t convince customers that product is worthy of purchasing. image. lifestyle and status. However. a brand represents many more intangible aspects of a product or a service: a collection of feelings and perceptions about quality. It creates in the mind of the customers and prospects the perception that there are no products or services in the market that is quite like yours.” In its simplest form. If the old marketing mantra was. backed by excellent customer service that permeates an entire organization.BRANDING Branding is more than just a business buzzword. It is the name attached to a product or service. no amount of advertising rupees. which in turn is able to create a powerful marketing program. fancy packaging or public relations will help in achieving their sales goals? Therefore.
perhaps even more strategically then they ever have in the past. but your brand can go on and live. If you have great idea. Everything else your competitor can steal your trade secrets. but they may also be able to do better job or sell the product or service at a lower price. physical plant will wear out. When should you brand? Because of the competitive nature of business today. You can be certain that somebody will copy it before long. All of the traditionally brand-conscious including fashion. Eventually. As a result. . your patents will expire. and not only they will follow your lead. Financial services. and technology will change. are being forced to brand heavily. nearly all the industries can benefit from branded products. A brand is the one thing that you can own that nobody can take away from you.one of the strongest competitive advantages imaginable. It creates a lasting value above and beyond all the elements of your business. The question then becomes. restaurants and consumer goods.IMPORTANCE OF BRANDING One of the truths of modern business is that there is almost nothing that your competitors can’t duplicate in a matter of weeks or months. “what competitive edge should we have to offer that can’t be copied by anyone else?” Creating a strong brand identity will build mind share. customers will think of your business first when they think of your product category.
What goes into the brand? If your product is new and unique. higher quality will translate to more satisfied customers who come back again and again to purchase your offerings. limited distribution of a product or service may imply exclusivity to discerning consumers. And if it is does not. DISTRIBUTION: Availability. has seen brand names creep in. . Brand identity is comprised of: PRICING: A component of value. products that may be roughly equivalent in terms of their features need have a brand identity that will impact consumer choice. it will probably soon will. There is no preexisting biases towards him product or service. Even industrial market. Therefore. your product or service will have been in existence for a while and have direct competition. are even beginning to see the importance of branding by tagging banking packages and even mutual funds with catchy names. higher prices may signify to consumers higher quality and lower prices may suggest decreased value.which were one of the last effronteries. QUALITY: Which impacts satisfaction. More often. obviously. where the cost is usually more of loyalty building factor. it will be easy to manipulate customer’s attitudes.
the higher your offerings awareness the better your sales results will be. which are directly related to presence. products and services with a high profile market presence will lead to brand recognition and increased sales. AWARENESS: Top off mind awareness. image is difficult to change once established.PRSENCE: Prominence in the paid & unpaid media. SHARE OF MARKET: Increased market share is a direct result of a successful branding campaign. like reputation. POSITIONING SILENCE: Differentiation is from the competition. which is established by a combination of all elements of the brand. IMAGE: Perception of brand traits or prototypical buyers. which is built over time and difficult to change once established. BENEFITS: Consumers may equate certain positive and negative consequences with use of your product or service these may be warranted or unwarranted. residual awareness and recognition. CUSTOMER COMMITMENT: Loyalty is built through long term branding and close consumer contact. REPUTATION: Enduring public opinion of brand character. often represented by qualities the consumers relates to. .
after determining the satisfaction level of customer. performance etc). determine the various problems associated by the customer with consideration to the various attributes (services. determine the depth of stake in the market. we have prepared a questionnaire consisting of 21 questions. determine the overall performance of classified auto which is a dealer of JCB India limited METHODOLOGY In order to come to a conclusion regarding the satisfaction level of the customer. now our objective is :1.? 3.Greater Noida and Ghaziabad . both structured as well as unstructured. From the . 2. determine the demand of the earthmoving equipment of JCB INDIA LTD. 4. Some of the question are close ended where as others are open ended. 5. determine the most popular model which is produced by the JCB INDIA LTD.CUTOMER SATISFACTION SURVEY OBJECTIVE: Our objective in this survey is to determine the satisfaction level of the customer in the NCR region mainly Noida. parts.
SUMMARY OF CONCLUSION AND RECOMMENDATION Our project is to determine the satisfaction level of the customer of the JCB INDIA LTD. As now these days the mentioned areas are developing a lot. which is used by some specific section of people. Ghaziabad region where we will not find any alternative to that. . Greater Noida. We have used excel sheet to come to a conclusion regarding his preference and behavior of particular respondent and after continuing this procedure for 50 respondents from different walks of life. which makes customer purchases equipment frequently. The main findings of our project are that 94% of the people surveyed are satisfied. After critically analyzing the responses. Malls. shopping centers are main attraction of these areas.questionnaire. AS out of 50 people 47 people are interested to buy JCB machine in future. we can easily make out as to determine the following attributes. This factor and also the demand from the customer for the business purpose. we used pie charts to come to the final conclusion as to determine the positive and negative attitudes of customer towards the JCB INDIA LTD. SAMPLE AND ITS CHARACTERISTICS Earthmoving equipment is such important equipment especially in Noida. buildings. Since earthmoving equipment is such a product.
From the excel sheet we come to know that 94% of the people surveyed are satisfied with the performance of equipment and the company. Some customers are facing problems for the service people related with JCB dealer. As the dealers doesn’t follow the customers complains at proper time.DETAILED FINDINGS AND OBSERVATION We have taken the help of pie charts to comprehend the consumer behavior. .
ANALYSIS OF QUESTIONNAIRES WITH DATA AND GRAPHS NAME: ADDRESS: CONTACT NO: 1. Which year and which model: Total numbers of 3D machine-71 Total numbers of 3DX machine-77 Total numbers of 4D machine-2 Total number of machines =150 Total number of customer=50 1% 3D 47% 52% 3DX 4D . How many machines do you own of JCB? 2.
3. Do you use any other company’s earth mover? a) yes-5 b) no-45 Do you use any other company earth movers 10% yes no 90% . How did you come to know about JCB machines? a) Through a friend-30 b) newspaper-0 c) internet-0 d) Any other-20 How do you know about jcb m achine T hrough a friend 40% 60% 0% 0% new spaper internet Any other 4.
which other company earth mover do you use? a) tata-4 b) L&T-0 c) Terex vectra-1 d) caterpillar-1 e) others-0 If. If yes.yes which other com pany earthm over do you use 17% 17% 0% 66% 0% tata L&T T erex v ectra caterpillar others 6. From which dealer have you taken the `machine? a) classified-47 b) others-3 From which dealer hav you taken jcb machine 6% classified others 94% .5.
7. Did you take any finance? a) yes-48 b) no-2 D y uta ea yfin n e id o k n ac 4 % ye s n o 9% 6 8. Are you aware of warranty period of the parts? a) yes-40 b) no-10 Are you aware of warrnty period of the parts 20% yes no 80% .
Do you know which parts are under warranty? a) yes-23 b) no-26 c) others-1 D y uk o w ic p rtsa u d r o o n w h h a re n e w rre ty a n 2 % ye s 5% 2 4% 6 n o o e th rs 10.0 5 % 2% 8 1% 0 1% 4 Sre 2 ei s Sre 1 ei s 2% 4 1% 9 .5 3.Excellent Hw s h w r e t s r ic o i t e ar n ev e y po id db t ed a r r v e y h e le 1.16 5.9.12 4. How is the warranty service provided by the dealer? (On scale of 6) 1-Very Poor 2-Poor 3-Average 4-Good 5-Very Good 6.11 6.5 2.
3 3. How would you rate the sales process of JCB dealer.fr mw e ey uta e f b e le o hr o kn th m c in e ah e 5 % 2% 8 1% 0 1% 4 2% 4 1% 9 1 2 3 4 5 6 12.27 5.0 6-Excellent How would you rate the unsheduled repaires 0% provided by jcb 3% 17% 9% 14% 57% Series1 Series2 .1 1-Very poor 2-Poor 3.16 4-Good 5.Average 4. How would you rate the unscheduled repairs provided by JCB (On scale of 6) 1.1 2.2 1-Very Poor 2. from where you taken the machine? (On scale of 6) 1.Good 5-Very good 6-Excellent H ww u y ura th s lep c s o o ld o te e a ro e s o jc d a r .11 3-Average 4.0 Other.13 5-Very Good 6.11.6 4.7 2-Poor 3.13 6.
Where do you get your service? a) On site-18 b) workshop-2 c) both-30 Hw o l y u e y u s r i e o w u o g t o r ev d c 3% 6 6% 0 4 % o st n ie wrso ok h p bt oh 14. Does the service man come as prompt as said to you? a) yes-31 b) no-14 c) Cant say-5 Do e s the se rvice m a n co m e a s pro m pt a s sa id to you 10% y es 28% 62% no c ant s ay .13.
How do you rate the Kirloskar engine in jcb machine? (On scale of 6) 1.15.13 3-Average 4.1 2-Poor 3.0 6-Excellent Other-3 H wis th p rm n e o s rv e o e rfo a c f e ic e g er n in e 6 % 0 % 2% 8 22 % % 2% 6 1 2 3 4 5 3% 6 6 o e th r 16.4 6-Excellent How do you rate kirloskar engine in JC m B achine 5% 10% 14% 24% 19% 1 2 3 4 5 6 28% .4 3-Average 4.14 5-Very Good 6.5 1-Very Poor 2.4 2-Poor 3.13 5-Very Good 6. How is the performance of the service engineer? (On scale of 6) 1.1 1-Very Poor 2.20 4-Good 5.18 4-Good 5.
17.11 4-Good 5.1 .17 3-Average 4. How is the parts availability with the dealer? (On scale of 6) 1.7 1-Very Poor 2.8 2-Poor 3. Does the service man (for kirloskar engine) come as prompt as said to you? a) yes-40 b) no-6 c) others-4 De t es r i emn f rkro k r o s h ev c a (o i l s a e g e c m a po p a s i t n i ) o e s r mt s ad o n yu o 8 % 1% 2 ys e n o o es t r h 8% 0 18.6 5-Very Good 6.0 6-Excellent Others.
0 6-Excellent H wu yu a t e at o o ol o r t h prs n w d e t e ai op c g h bs f r i s i n 5 % 2% 8 1% 0 1% 4 1 2 3 4 5 6 2% 4 1% 9 18.10 3-Average 4.H w isth p o e artsav ailib ility w th ith e d ealer 2 % 0 % 1% 2 1% 4 1% 6 1 2 3 4 5 3% 4 6 o e th rs 2% 2 Question no 18(a) and 18(b) was only asked to only 17 persons 18.2 2-Poor 3. (A) how would you rate the parts on the basis of there pricing (On scale of 6) 1. (B) what types of parts do you use? a) genuine-17 b) non-genuine-0 c) both-0 .0 5-Very Good 6.4 1-Very Poor 2.1 4-Good 5.
3 2-Poor 3. How would you rate the over all dealer performance? (On scale of 6) 1.13 5-Very Good 6. In future would you like to buy JCB machines? a) yes-43 b) no-7 .0 6-Excellent Hw ol yu ae h oea da r o wu o r t t e vr l e l d l e prom c ef r a e n 2% 8 5 % 1 1% 0 1% 4 2 3 4 5 6 2% 4 1% 9 20.14 3-Average 4.W a ty e o p rts d y u ht p f a o o ue s 0 % 0 % gnn e e u in n n e u in o -g n n e b th o 10 0% 19.18 4-Good 5.2 1-Very Poor 2.
3. What is the suggestion that would like to suggest to JCB so as improving its customer satisfaction? SOME PROBLEM FACED BY THE CUSTOMER At the time of interview some customer told about their problem they are facing for their dealer and for the machine . Service department of dealer are not responding with respect to time. Cracks occur frequently.Some these are 1. 4.I f t r w l y ui e o u n u e o d o l k t by u u j b ah e c m i c n 6 % y e s n o 9 4 % 21. There complains are not followed with right time. 5. 2. Hydraulic leakage problem. Parts are not available and in the mean time and also too costly. 6. . The oil tank of JCB machine is not in proper position.
. Work is not done on time and the machine could not be repaired for many days. 10. 11. Some problem faced by Kirloskar people also. The dealer promises but doesn’t deliver on time.7. They have to stop there work for not availability of service people. 8.
CUSTOMER’S VALUABLE SUGGESTION FOR JCB • • • • • Modification is required in 3DX. Training programmed should be conducted for the operators. Increase number of service people. Modification is required in 3DX as compared to 3D. . so parts should always available. Dealers should be strict towards their staff and improve after sales services. • • Try to interact more with customers. The parts are not available with the dealer. as demand for them are more due to increase in machine population. Increase the service point of the company. • • Follow complains in minimum time as much as possible.
it carrying a long lasting brand image. it can help you uncover opportunities that you are well placed to take advantage of. What makes it particularly powerful is that with a little thought. JCB is a generic name for backhoe loaders. In India. And by understanding your weaknesses. More than this. . as also the first to market and service earthmoving and construction equipment through dealer networks. Old entrant: As JCB is oldest entrant in field of construction equipment. you can manage and eliminate threats hat would otherwise catch you unawares. buy looking at yourself and your competitors using the SWOT framework. Strengths 1.SWOT ANALYSIS SWOT Analysis is an effective way of identifying your strengths and weaknesses and of examining the opportunities and threat. JCB 3D is today the single largest selling industry. All demolition products in India are generically pronounced as JCB. It is the first company to bring in Backhoe loaders and telescopic handlers to India. you can start to craft a strategy that helps you compete successfully in your market.
City Express etc. It is having massive turnover around 15OO CRORES. standardization of dealer’s outlets. which lure the customers for impulse buying. World-class dealer network: JCB is having highest number of dealers. Branded products departments: JCB is having branded product department for brand promotional activities. 3. They are unveiling new products time to time according to the latest trend. . and coverage in world best leading newspaper like Business Standard.2. Sound marketing strategy: JCB personnel having versatile approach they persistent in pursing world class promotional strategies. 4. They offer variety of eye-catching product. The sound marketing strategies follow up by the companies are celebratory endorsement by Narain Karthekeyan (Formula 1 Car Racer). trade fare etc the motive is not only to luring new customers but also for creating local awareness about the JCB. Some of the products offered by branded products to customers and employees. They sponsored branded products in the Conferences. It plays a crucial role in making awareness among the general public. Deccan Herald. They choose effective media to tap the untouched market. which actively participate in promotion of goods. participation in Exon Exhibition.
As the dealers is the face of the company. . workshops and by deeper penetration of branded products. Mainly the weakness of the company depends on the dealers. Weakness Although the company is self sufficient in economic resources but still it is lacking in taking initiative in brand promotional activities against its competitors. As JCB having premium market share in construction earthmovers equipments. JCB India Limited of United Kingdom.5. which is ranked. JCB took off by different new machines and innovations and spread over 150 countries. JCB is considered one of the Britain’s most impressive success stories and is world no. its brand value is very high. International Presence: JCB is word reckoned name in the construction earthmovers equipments. Opportunities 1. wholly owns it in the top five manufacturers of earthmoving and construction equipment in the world.1 producer of backhoe loaders. Developing of Indian Economy: It provides immense opportunities for the JCB to uphold among general public by enhancing its brand promotional activities like exhibition.
Brand image and might be recognized as branded products. Entering of new entrant: In India. as an undesirable manner. 2. as globalization took place it brings immense opportunities for construction equipment companies. it creates threat to the JCB. . Branded product: As JCB branded products demand is increasing significantly. So numbers of competitors are increasing. As Caterpillar as recognized as shoe company. Threats 1. as it may takeover JCB earthmovers.2. Advancement of media communication: Advancement of media communication proves a boon for the JCB to create a distinct and unbeatable image in world. will hamper the brand image of the company. which might follow unexpected marketing strategy in terms of rumors for eating the market share of JCB this.
LIMITATIONS Though the present study aimed to achieve the above-mentioned objectives in full earnest and accuracy. • Since we did not had the privilege to work on a large scale. so many finding and recommendations may not be as much in tune with their ground realities as may be considered desirable. the time constraint faced in the project might have affected the comprehensiveness of its findings. it was hampered due to certain limitations. . They were partial. and refused to cooperate. Some of the limitations of this study may be summarized as follows:• Getting accurate responses from the respondents due to their inherent problems were difficult. • Last but not the least.
This will help the company for there future products development: It will let company know where it lacks. It generates high revenue for company. It is having massive turnover around 15OO Cores. Branded product department plays a significant role in JCB brand building. They unveil new products time to time according to the latest trend. It make the customers make them feel that they are important for the company and lastly in assessment of the sales executives performance. They offer variety of eye-catching product. The company conducted the customer satisfaction survey for strengthens relationship with the customers. During two months of my training I have studied the various strategies of JCB brand positioning and customers view towards the company. how it could be rectified. It plays a crucial role in making awareness to the general public. .CONCLUSION JCB is having 84% market share in earth mover’s field in India. Publication of magazines “Terrain” for employees and dealers in order to update them of any amendment in the personnel of the company and any achievement of the company due to their valuable contribution leads to enhance the moral of the employees. which lure the customers for impulse buying.
The main issue to modify the 3DX machine is already on progress. big players take this point into consideration and develop their strategies.About the earthmoving industry: The Indian earthmoving is also increasing in an incredible manner. . Although the new players cannot harm the old once but what they can do is that they can eat away some of the market share of the companies. the frequency of the construction in every sector either it is road or bridge or anything have increased tremendously because of the old players are increasing their capacity and new players are emerging at very rate. The main reason behind this is the ever-developing Indian economy. Thus. With the economic development. Company is working to modify the machine which has a great demand on the market.
it will let the company know where it lacks. 2. Now a day this is a main way to brand promotion. 3.RECOMMENDATION 1. dealers and suppliers. how it could be rectified. Start promotion of branded products at a large scale and slowly keep penetrating into the market. Take regular feedback from the customers. Company always should keep eyes on their dealers. on the cutting edge of the latest and lastly in assessment of the sales . Monthly conferences. 4. seminars and workshops to help in expanding knowledge and stay marketing trends. 5. to give maximum satisfaction to the customers. 6. as corporate social responsibility. So that people will know better about the company. Suggestion Box should be kept in the company so that innovative ideas from employees should be appreciated which help in getting cost measures and for smoothen the functioning of the company. This will help like: Firstly. Secondly. Conducting numerous social activities. it make the customers make them feel that they are important for the company executives performance.
The service should be done quickly for faults which occur suddenly. image in the society . Company must develop the 3DX model so that it will create a good market than before. 10. 8.7. owning of events or sports. Dealers should be strict towards their staff and improve after sale services. which indirectly creates a good know about the company. JCB must include with the corporate social responsibility. 9.so more people . Actively participate for sponsorships.
S.NO ADDRESS MODEL BANK hdfc/icici/kotak mahindra Kotak mahindra Hdfc/icici/magma finance Gujrat bank/Vijya bank 1 2 Shivi Bhagwan Irfan 9811300718 9312405211 Suraj pur Ghaziabad 4 3 3D(2)/3DX(2) 3DX(3) 3 Sohan Chand 9313040048 Ghaziabad 8 3DX(2)/3D(6) 4 B.Arora Kashna Construction Deepak Brick T. NO NAME PH.F.R.L.P.Company 9871950865 Faridabad 3 3D(1)/3DX(2) 5 6 7 9810391322 9818264490 9810391322 Faridabad Ghaziabad Noida 1 1 1 3DX(1) 3D(1) 3DX(1) Icici Didn't say Icici Kotak mahindra/Citi financial Hdfc 8 9 Tayab Singh Surinder Singh Conquera New India Nrender Awana 9810414736 9312983679 G.S. OF MACH INES SI. Noida Noida 5 1 3DX(2)/3D(3) 3DX(1) 10 11 9911157443 9811652916 Gurgaon Faridabad Muradnaga r Kudhraour 1 4 3DX(1) 3DX(4) Icici Magma finance Kotak/icici/Hdfc/A BN Amro Kotak mahindra 12 13 I.ABOUT CUSTOMERS NO.Constuction Raja Constuction 9818348572 9811068888 12 1 3DX(4)/3D(8) 3DX(1) 14 15 16 17 18 9899339842 9891246007 9810163278 9811513617 9871132555 Noida Delhi Ghaziabad Noida Delhi 2 4 2 2 1 3DX(1)/3D(1) 3DX(1)/3D(3) 3DX(1)/3D(1) 3DX(1)/3D(1) 3DX(1) Citi group Did n't say Kotak mahindra Magma finance Magma finance .Pradhan G.Builders Bobby Earth Movers Jat Ambey Yumesh Ali K.
Noida 4 3DX(3)/3D(1) Kotak mahindra Kotak mahindra/Citi financial Hdfc Centurian bank Kotak mahindra/Magma finance Kotak/Icici/Citi 35 36 37 Sarjit Kathana Vikash Mallik D.Irfan 9312365235 Baghpat 3 3DX(3) Did n't say Hdfc/Magma finance Hdfc/Icici 20 21 Vijender Singh S.19 Mohd.K. Noida G.Grag 9810371560 9310544495 9810026019 Delhi Ghaziabad Ghaziabad 7 1 4 3DX(4)/3D(3) 3DX(1) 3DX(2)/3D(2) 38 39 Omveer Singh Vupinder Singh 9350087415 9810414736 G.Construction Shyamlal Company Kedar Singh Mukesh Kumar Pasupati Nath Shoam lal Nsons Kamal Kishore Rvinder Kadiyam 9312022704 9811300718 Jhajjar Shikarpur 2 4 3DX(2) 3DX(2)/3D(2) 22 23 24 25 26 27 28 9810931954 9350519029 9818919140 9313621447 1155905418 9837244446 1122117259 Jhajjar Haryana Meerut Noida Delhi Delhi Delhi 6 1 1 1 2 3 2 3DX(3)/3D(3) 3DX(1) 3DX(1) 3DX(1) 3DX(1)/3D(1) 3DX(1)/3D(2) 3D(2) Hdfc Did n't say Kotak mahindra Magma finance Syndicate bank Citi group Hdfc Hdfc/Icici/Kotak mahindra 29 Khuswant Singh Shri Balaji Enterprises Mnoj Kumar Ikrramudinn Manoj Prakash Singh Phati 9313085190 Delhi 3 3D(2)/4D(1) 30 31 32 33 9412215391 9212708870 9810447739 9818264496 Noida Delhi Noida Ghaziabad 1 1 4 1 3DX(1) 3DX(1) 3DX(2)/3D(2) 3DX(1) Magma finance Hdfc Hdfc Bank of baroda 34 9811993306 G.K. Noida 12 6 3DX(4)/3D(8) 3DX(1)/3D(5) 3DX(4)/3D(1)/4 D(1) 3D(3) 40 41 Joginder Singh Yougesh Mawi 9311091955 9810510749 Delhi Noida 6 3 Kotak/Citi Hdfc/Kotak .
42 43 Bency Glushan Kumar 1126436342 9213618777 Delhi Delhi 1 1 3DX(1) 3D(1) Centurian bank Citi group Icici/Kotak mahindra Citi group Icici Did n't say Kotak mahindra Hdfc/Kotak/Citi Kotak Mahindra 44 45 46 47 48 49 50 Sanjay Sharma Sipral Singh Anil Kumar Per Infrastucture Son chand Ravinder Kumar Ajmer Singh 9811134522 9811736000 9412059577 didn't say didn't say 9811612382 9810026019 Delhi Delhi Dehradun Noida Delhi Delhi Ghaziabad 3 2 2 2 1 4 1 3DX(1)/3D(2) 3DX(2) 3DX(2) 3DX(2) 3D(1) 3D(4) 3DX .
com/divbusiness/jvlntcase.html 10. E commerce weekly 12. www.terexvectra.com/indian-personality/Narainkarthikeyan-the-racing-wonder. www.com 4.com 8.info4india. www.html 5. www. http://www.BIBLIOGRAPHY 1. www.com 7. Marketing Research of Harper W.Boyd 11. www. www.jcb.kotlermarketing.com/tlist/Branding.google.com 2. www.shtml 3. Virtual Promote .com/resources/philipkotler 6. Web marketing today 13.icjonline.com 9.bitpipe.larsenturbo.allaboutbranding.
Guru Gobind Singh Indraprastha University. 0211211705 BBA. SARU BHARDWAJ SUBMITTED BY: VAIBHAV JAIN ROLL NO. HARYANA . 2ND SEMESTER SUBMISSION DATE: AUGUST 2006 DAV INSTITUTE OF MANAGEMENT FARIDABAD. IPU.Summer Training Report On Submitted in partial fulfillment of the requirement of Bachelor of Business Administration (BBA). Delhi UNDER THE GUIDANCE OF: MS.
TABLE OF CONTENTS • • • • • • • • • • • • • • • • • • Objectives Methodology Industry Profile Company Profile Vision. Mission General Policy Statement 3 Product Range Analyze the JCB Competitors Analyze the Brand Promotional Activities Branding Customer Satisfaction Analysis SWOT Analysis Limitations Conclusions Recommendations About Customer Bibliography 1 2 3 6 12 14 16 20 30 34 38 41 54 58 59 61 63 66 .
ACKNOWLEDGEMENTS At the outset. Manish Tayal for this encouragement and contribution of time. I would like to thank JCB INDIA LIMITED for giving me the approval to this project in the organization. Last but by no means the least I would like to convey my special thanks to all the faculty members of DAVIM. VAIBHAV JAIN . This project would not have been possible without his help. and for coordinating the project work and giving me guidance. Delhi. I am thankful to many individuals in the sales department of JCB INDIA LIMITED for the encouragement and professional assistance. materials. faculty of DAV Institute of Management. Mr. Saru Bhardwaj. counsel. critical insights and suggestions have been invaluable in the preparation of this report. A heartfelt thanks to the many respondents surveyed whose ideas. I am very grateful to Ms. Delhi for giving me the opportunity to work on this project. I thank my company guide.
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