BRAND AWARNESS OF MAHINDRA XYLO IN AN AROUND SILIGURI FROM KHOKAN MOTORS

SUBMITTED ON PARTIAL FULFILLMENT OF BACHELOR OF BUSINESS ADMINISTRATION PREPARED BY NAME: PRAMIT CHHETRI

ROLL NO: 75/BBA/067149 DATE: EXTERNAL GUIDE (ARCHANA DIAZ) SUBMITED TO 05-06-2010 INTERNAL GUIDE (SUVAMAY BHOWMICK)

INFORMATION TECHNOLOGY CENTRE UNIVERSITY OF NORTH BENGAL DARJEELING: 734013

DECLARATION

I do hereby declare that this project is submitted by me for partial fulfilment of the Bachelor of Business Administration, Information Technology Centre, North Bengal University. The project report is exclusively prepared by me and has not been submitted to any other Institution or published anywhere before.

DATE:-

SIGNATURE:-

I.T. CENTRE, N.B.U

ACKNOWLEDGEMENT

At the very outset, I would like to thank my family whom I owe a much. I am really grateful to Mrs Archana Diaz ,sales Manager of Khokan Motors for her guidance to undertake this project and enabling me to turn my dream to reality.

I express my deep sense of gratitude to my internal guide, Mr. Suvamay Bhowmick, lecturer Information Technology Centre, University of North Bengal for his help and advice during the preparation of this project.

Finally, I would like to thank all others who directly or indirectly help me to accomplish my project work..

DATE:-

SIGNATURE:-

I.T. CENTRE, N.B.U

PREFACE

Project work is something that every Management student should carry out seriously at any organization irrespective of their topic they choose to do. This is a part of complete management study and carrying out such a project work is required by the examination and evaluation Department of different Universities necessary for the partial fulfillment of B.B.A. course. Carrying and completing such a project work is not an easy task. One must be careful before gathering the data required otherwise the very essence of the project will get lost in the midway and the real and correct idea will remain unexposed before the reader. I took my project in Marketing on Brand awareness of Mahindra Xylo from Khokan Motors, Siliguri. I had tried to compile the clear picture regarding the level of brand awareness, measure to increase and retain the brand awareness, and the advertising and the promotional tools effective for enhancing the awareness level of the potential customers. The project has played a significant role in my life in gaining knowledge in marketing field.

I.T. CENTRE, N.B.U

CONTENTS

PAGE NO.

INTRODUCTION
Introduction Introduction

Of The Project Of The Company

1-2 3-10 11-12 13 14-15 16 17-20 21-33 34 35 36 37 38-40

NEED FOR STUDY STATEMENT OF THE PROBLEM OBJECTIVES OF THE STUDY THEATRICAL FRAMEWORK SAMPLING/SOURCES/METHODOLOGY ANALYSIS CONCLUSION FINDINGS SUGGESTION AND RECOMMENDATION BIBLIOGRAPHY APPENDIX

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INTRODUCTION OF THE PROJECT

The project is undertaken to measure the brand awareness level of Mahindra Xylo in an around Siliguri, measuring the brand awareness level of a particular companys brand is of vital importance since it indicates the number of people who are aware of a particular brand in a given period of time and it also highlights the effectiveness of the different advertising or promotional tools used for the purpose. Brand awareness is the consumers ability to recognise or recall (identify) the brand within a given product category in sufficient detail to make a purchase decision. This also means that the consumers can propose, recommend, choose, or use the brand. The objectives of most advertising campaign are to create and maintain brand preference. The first step is to make potential consumers aware of a brands existence. One of the prominent goals of any business should be to build brand image and awareness of its product, albeit in as cost effective manner as possible. Consumer tends to make purchasing decision based on peer recommendation and direct experience, as well traditional advertising methods. The project aims towards increasing the brand awareness since its one of the effective tool to effect the final purchase decision and the volume of sales. I had used the topic to find out or measure the brand awareness level among the customers and the ways to increase its awareness.

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Mahindra who has entered the motor industry initially to manufacture generalpurpose utility vehicles, Mahindra & Mahindra (M&M) was first known for assembling under licence of the iconic Willys Jeep in India. The company later branched out into manufacture of light commercial vehicles (LCVs) and agriculture tractors, rapidly growing from being a manufacture of army vehicles and tractors to an automobile major with a growing global market. At present M&M is the leader in the utility vehicle (UV) segment in India with its praise worthy products like Scorpio, Bolero, Xylo, Legend etc. In this project, I went into a search for details regarding the brand awareness of Mahindra Xylo and its acceptance rate and the promotion effectiveness. The analysis was done with the help of the data collected through questionnaire taking the sample size of 50 in an around siliguri. As the brand awareness is directly associated with promotion strategy taken by the company its effectiveness is evaluated and the steps to increase the awarness level of the customers are considered. Therefore I have used various tools and techniques for the purpose of analysis of the data and have tried to throw a clear light towards the level of brand awareness of Mahindra Xylo and the measures to increase its awareness and to evaluate the best media of communication for the purpose.

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INTRODUCTION OF THE COMPANY

About Mahindra & Mahindra Type Founded Headquarters Key People Public Company 1945 Mumbai, India Keshub Mahindra (Chairman), Anand Mahindra (Vice Chairman & Managing Director) Industry Revenue US$ Employees Website Automotive farm Equipment 10 billion (2009 H1) 16,000 plus Mahindra.com

Mahindra & Mahindra limited is a part of Mahindra Group, an automotive farm equipment, financial services, trade and logistics, automotive components, after-market, I.T and infrastructure conglomerate. The company was set up in 1945 as Mahindra & Mohammed. Later, after the partition of India, Ghulam Muhammad returned to Pakistan

and became that nations first finance minister. Hence, the name was changed from Mahindra & Mohammed to Mahindra & Mahindra in 1948.

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Initially set up to manufacture general-purpose utility vehicles, Mahindra & Mahindra (M&M) was first known for assembly under licence of the iconic Willys Jeep in India. The company later branched out into manufacture of light commercial vehicles (LCVs) and agriculture tractors, rapidly growing from being a manufacture of army vehicles and tractors to an automobile major with a growing global market. At present M&M is the leader in the utility vehicle (UV) segment in India Business Mahindra & Mahindra grew from being a maker of army vehicles to a major automobile and tractor manufacture. It has acquired plants in China and the United kingdom, and has three assembly plants in the USA. M&M has partnerships with international companies like Renault SA, France and international Truck and Engine Corporation, USA.

M&M has a global presence and its products are exported to several countries. Its global subsidiaries include Mahindra Europe Srl. based in Italy. Mahindra USA Inc, Mahindra South Africa and Mahindra (China) tractor Co. Ltd.

M&M is one of the leading tractor brands in the world. It is also the largest manufacturer of tractors in India with sustained market leadership of over 25 years. It

designs, develops, manufactures and markets tractors as well as farm implements. Mahindra tractors (China ) Co. Ltd. Manufactures tractors for the the growing Chinese market and is a hub for tractor exports to the USA and other nations. M&M has a 100% subsidiary, Mahindra USA, which assembles products for the American market.
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M&M made its entry into the passenger car segment with the Logan in April 2007 under the Mahindra Renault joint venture. M&M will make its maiden entry into the heavy trucks segment with Mahindra Navistar, the joint venture with International Truck, USA. M&Ms automotive division makes a wide range of vehicles including MUVs, LCVs and three wheelers. It offers over 20 models including new generation multiutility vehicles like Scorpio, and the Bolero . At the 2008 Delhi Auto Show, Mahindra Executives said the company is pursing an aggressive product expansion program that would see the launch of several new platforms and vehicles over the next three years, including an entry- level SUV designed to seat five passengers and powered by a small turbo diesel engine. True to their word, Mahindra & Mahindra launched the Mahindra Xylo in January 2009, and as of june 2009, the Xylo has sold over 15000 models. The US based Reputation Institute recently ranked Mahindra among the top 10 Indian companioes in its Global 200: The Worlds best Corporate Reputationslist. Awards:1. Bombay Chamber Good Corporate Citizen Award for 2006-07 2. Businessworld FICCI-SEDF Corporate Social Responsibility Award - 2007

3. Deming Prize 4. Japan Quality Medal in 2007

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Models: Mahindra Bolero Mahindra Bolero Camper Mahindra Bolero Inspira Mahindra Bolero Stinger Concept Mahindra Scorpio Mahindra Scorpio Gateway Mahindra Scorpio First Mahindra Xylo Mahindra legend Mahindra MM550 XD Mahindra-Renault Logan (in cooperation with Renault) Mahindra Axe Mahindra Major Mahindra Souvenir Concept

 Mahindra Commander Mahindra Grand Vitara Mahindra DI Mahindra Cab Chassis

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Core Business Activities Automotive Farm Equipment Systech Financial Services Information Technology Infrastructure Development After-Market Two-Whellers Mahindra Partners Division Speciality Services Community Initiatives Mahindra United World College Of India

Mahindra united, a football club based in Mumbai, Maharasthra

 Mahindra Foundation

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LAUNCHING OF MAHINDRA XYLO To build a car that has everything the customers wants, it is essential to understand what he wants first. This had been the basic principle behind the Xylo. They started with the customer. To this end they spent time with car users, across the country, observing their interaction with cars. We watched how they entered vehicles, what they did inside, what they looked for. They noted down complaints and identified need gaps. And then they started building the Xylo from the inside out. This is the first time in India where passenger compartment was designed well before the exteriors of the car. Every single learning was incorporated on a wooden buck (a mock car interior with instrumental panel, steering wheel and seats). This was then tested with car customers for further feedback and only after integrating every desired feature into interior did we start with the exterior. The result was a car that was fluent in form and function. A car that was truly world class and a car that was in sync with the peoples requirements. Making the Mahindra Xylo meant challenging the limitations of every car before it. It meant determining the needs of our consumers and pioneering technologies to

meet those needs. The Mahindra Xylo was meant to be built around you, out of your needs.

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It took 160 engineers to do just that. Engineers that were handpicked from across the country. Each of them regarded as an expert in their own field of automobile development. The engineers spent time with customers across the country, observing their interaction with vehicles. They identified need gaps and invented solutions to fill in these gaps and the result was Indias first car to be built out. Every need was catered to, every requirement met and once the interiors were done, the exteriors began. A lot of research and development has gone into bringing the Mahindra Xylo from the drawing board to on road. And every manufacturing process has been optimised to handle this special cars special requirements. Like the body assembly procedures that are fully automated to ensure incredible levels of accuracy. So you can be sure that extra thought and effort have gone into making the Mahindra Xylo perfect in every way. Mahindra & Mahindra Limited launched their latest Multi Vehicle (MUV) Xylo in India on January 13,2009. The car boasts of having all the luxurious features that are seen in todays sedans with the ample space of a utility vehicle. Xylos muscular stance contributes to its commanding road presence. Fully packed with the latest features the MUV is sure to impress Indian consumers and provide a stiff competition to other vehicles within its class.

Performance Of Mahindra Xylo Under the hood of Mahindra Xylo lies a 4-cylinder turbo charged, mEagle diesel engine which generates a power of 112bhp@3800 rpm and a peak torque of 24 kgm @ 1800-3000 rpm. The powerfull engine is developed on the NEF CRDe platform and is mated to 5-gears manual transmission. The car accelerates from rest to 60 km/h in just 5.8 seconds.

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SPECIFICATION:Engine Fuel Injection Engine capacity (cc) Power Torque Front Brake Rear Brake Front Suspension Rear Suspension Turning radius (m) Tyre size mEagle CRDe Diesel Common rail 2498 83.2kW (112 bhp) @3800rpm 260Nm @1800-3000rpm Disc Drum Independent coil spring Multi-link coil spring 5.4 215/75R15 (381 mm) mDI CRDe Diesel Common rail 2498 69.5kW (95 bhp) @3600 rpm 220Nm @1400-2600 rpm Disc Drum Independent coil spring Multi-link coil spring 5.4 205/65R15 (381 mm)

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NEED FOR THE STUDY Today costumers are facing a growing range of choice in the different brands of products and services. They are making their choice on the basis of their perceptions of brand, quality service and value. The company has to adopt strategies to keep brand in consumers memory. A strong brand awareness means easy acceptance of new products. An organization has to measure the level of awareness of the potential customers and has to adopt different

strategies to enhance the awareness level and to identify the appropriate promotional tool. Brand awareness is asset which brand managers create and enhance to build brand equity. It is related to the nature and features of product. It leads to brand strength which is constituted by measuring the variable like leadership, stability, Market, geographic, trend, support and protection etc Creating brand awareness with the use of advertising, promotion event management etc a different brand has different kind of awareness which retains recognition. Brand awareness satisfies a need of the consumer. A consumer as aims, ambitions, motivation drives and desire. Consumer feels more powerful when he uses the brand. Satisfactions or preference for a brand shows how loyal the consumer is likely to be brand. In todays competitive business scenario where every companies product is competing with each other retaining loyal customer is an essence for which increasing the level of brand awarness is very vital.
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This study is not concerned only with brand awareness but deals also with other facts. It includes a wide preview of

From where did the potential customers come to know about the product? Which media is effective in communicating the message to the potential customers?

Did the potential customers feel that the brand is important to purchase?

Which attribute of the product drive the potential customer to prefer the particular product.?

Did the potential customers felt that the branded product matches their expectations?

How the brands influence the market? What is the effect of the competitors product?

Are the potential customers satisfied with the brand, price, quality etc?

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STATEMENT OF THE PROBLEM

In the emerging knowledge based economy it has become necessary to know how much market power lies with the brand name. The study of brand awareness is essential in marketing planning. Customer needs and preferences keep changing where brands ultimately command customers loyalty.

The realistic side of the problem is to know the acceptance level of the brand awareness towards the product. This study will help us to understand the brand awareness and what problems are being faced by the consumers, to which appropriate measures to be taken to solve the problems. This project has mainly been taken up to understand the brand awareness, buying motives to ensure the Brand awareness towards Mahindra Xylo apart from this, it is to understand the new opportunities in the market for the improvement of brand awareness and sales towards the products

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OBJECTIVES OF THE STUDY

The main objective of any business is to acquire larger market share ,or higher percentage of sales in the Industry, This could be only achieved by building a higher percentage of brand loyal customers.

Any company can survive through the stiff competition of the market if its has brand loyal customer. Today many major companies in the market has brand loyal customers and they adopt many strategies to maintain and improve there branded equity. Without creating a proper Brand awareness they cannot build brand image. Strong brands help build the corporate image and also by making it eager for the companies launch new brands. Today brands are treated, as major enduring assets of a company-more over brand equity are major contributor to customer equity. This all can happen only there is proper brand awareness. The light four wheeler industry has been expanding rapidly are gone the day when possessing a small and mid-size cars was seen as a luxury. Now days it is viewed as a mere necessity.

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The study has been conducted with the following objectives in mind:-

To judge the awareness level of the prospect customer.

To know how they are aware regarding the product.

To judge in which way they have developed the awareness.

To judge which promotional tool is effective to increase the awareness level among the people.

To see whether brand awareness influences the buying behaviour or not.

What factors and variables of brand influence them to purchase.
To know how to maintain and improve brand awareness and to

build brand loyalty.

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REVIEW OF LITERATURE

Uvaisuvi KSB, Calicut conducted a study on Brand Awareness, with special reference to Maruti Ritz at Indus Motors in his study he tried to find out the influence of Brand Awareness on buying behaviour and through his extensive analysis concluded that brand awareness has a real and significant influence on the buying behaviour of the customers. Madukar N conducted a study on Brand Awareness towards Santro Hyndai from AYS Hyndai in the city of Visakhapatnam in his study he concluded that the brand awareness of santro Hyndai was quite high and the brand was facing a tough competition from other small car industries like Maruti, ford etc.

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METHODOLOGY OF THE STUDY

The study is conducted empirically using both primary and secondary data. Primary data was collected with the help of well structured questionnaire. Around 50 potential customers were surveyed to understand the brand awareness level of Mahindra Xylo in an around Siliguri.All the persons interviewed were in the age group above 25 years. It has been deliberately decoded to conduct the survey among this age group because they are the people who are generally looking ahead for the purchase of a four-wheeler. Many of these persons interested are either businessmen or professionals; few of them are corporate managers also. The secondary data is collected from Mahindras website and by going through their corporate records, brochures and annual reports of the company along with their newsletters were used to substantiate the information. The details about the four-wheeler market are collected from a few specialized magazines like Auto India etc. to get information regarding the organization and products.

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PRIMARY DATA:-

Primary data has been collected through questionnaires. The questionnaire was mostly related to the brand awareness towards Mahindra Xylo on different feature such as the model, price, effectiveness of the brand etc. SECONDORY DATA:Secondary data has been taken from bellow sources: 1. Reports 2. Pamphlets 3. Advertisement 4. Newspapers 5. Internet

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SAMPLING:-

The sample of 50 has been chosen randomly from in an around siliguri, the people residing in an around siliguri are considered as the population for the study. SAMPLE SIZE:The sample size of 50 is selected randomly. The study requires on in depth survey and keen observation in collecting data regarding the brand awareness levels of Mahindra Xylo. SAMPLING TECHINIQUE:Only simple random sampling technique is adopted in selection the sample. In this technique, each and every unit of the population has on equal opportunity of being selected in the sample DATA COLLECTION PROCESS:Based on need and objectives, types of data required for study and other sources of data are identified.

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Data was collected with the help of the questionnaires

Observation Primary Data Questionnaire Data Inside the Organization Secondary Data Outside the Organization News Letters Documents

Libraries, Magazines etc

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GRAPHICAL REPRESENTATION OF SURVEY

1)Have you heard about Mahindra Xylo? SAMPLE SIZE 50

FREQUENCY YES NO 43 7
Percentag e
14%

CALCULATE 43*100/50 7*100/50

PERCENTAGE 86% 14%

YES
86%

NO

Analysis:The project undertaken to know the brand awareness level of Mahindra Xylo was conducted in an around siliguri with the sample size of 50 through questionnaire when the respondent were ask about whether they had heard about Mahindra Xylo or not 43 people out of 50 responded that they had heard about the product and the rest 7 people had not heard about the product henceforth 86% of people had heard about the product which means that the product Mahindra Xylo is a well recognised and to some extent is a popular product among the people.
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2. Where have you heard about it?

SAMPLE SIZE:43 Television Hoardings Newspapers & FREQUENCY 10 15 8 CALCULATE 10*100/43 15*100/43 8*100/43 PERCENTAGE 23% 35% 19%

Magazines Friends & Relatives Others

5 5

5*100/43 5*100/43

12% 12%

Analysis:Since out of the total 50 sample chosen only 43people had heard about the product so therefore this question was analysed taking this 43 people and when this people were asked about where they had heard about the product 10 out of 43 that is 23% people responded that they came to know about the product through Television, 35% people said they came to know about the product through hoardings, 19% people respondent that they came to know about the product through newspapers and magazines and 12 % people through Friends & relatives and the rest 12% through other sources. Therefore after the analysis it was clear that the majority of people came to know about the product through Television and hoardings.
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3. How often have you heard or seen it?

SAMPLE SIZE:43 Many Times Often Sometimes FREQUENCY 10 12 16 CALCULATE 10*100/43 12*100/43 16*100/43 PERCENTAGE 23% 28% 37%

Others

5*100/43

12%

Analysis:when the sample was asked about how often have they heard or seen the product 10 out of 43 that is 23% people responded that they have heard about or seen the product many times 28% people that is 12 out of 43 people said they have often heard about the product ,16 out of 43 people that is 37% of the total sample respondent that they have heard or seen the product sometime and 12% that is 5 out of 43 people responded that they have never heard or seen the product .Therefore after the analysis it was seen that the majority of people have seen or heard about the product sometimes.

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4. Have you done the test drive?

SAMPLE SIZE:43 Yes No FREQUENCY 3 40 CALCULATE 3*100/43 40*100/43 PERCENTAGE 7% 93%

Analysis: when the sample was asked about whether they have done the test drive or not it was found that only 3 people out of 43 that is 7% of the total sample had actually done the test drive and the rest 40 people or 93% of the people had not test driven Mahindra Xylo which proved that the people who had taken test drive in an around siliguri are very less.

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5. Did you like this product of Mahindra? SAMPLE SIZE:43 Yes No Not Sure FREQUENCY 26 9 8 CALCULATE 26*100/43 9*100/43 8*100/43 PERCENTAGE 60% 21% 19%

PERCENTAGE

Analysis:-

Yes

No

when the sample was asked about whether they liked the product or not 26 people that is 60% of the total sample replied that they liked the product and 21 % people said they did not liked the product and 19 % of were not sure regarding their preference, Henceforth through the analysis it was seen that a sufficient number of people liked Mahindra Xylo.

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6. Do you own a personal car?

SAMPLE SIZE:50 FREQUENCY CALCULATE PERCENTAGE

Yes No

16 34

16*100/50 34*100/50

32% 68%

Analysis:The analysis was made taking the whole sample i.e 50 people and when the sample was asked about whether they own a personal car or not it was found that 32% of the people that is 16 people out of the sample owned a personal car and the rest 68% people that is 34 people does not own a car after the analysis done on the basis of the sample it was found that not a huge number of people owned a personal car.

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7. Do you wish to purchase Mahindra Xylo?

SAMPLE SIZE:43 FREQUENCY CALCULATE PERCENTAGE

Yes No Not Decided

8 15 20

8*100/43 15*100/43 20*100/43

19% 35% 46%

Analysis:when the sample was asked about their wish to purchase the product 19% of the total sample that is 8 people replied that they wish to purchase the product, 35% that is 15 people said they do not wish to purchase the product and 46% replied that they have not decided anything regarding the product, after the analysis we came to know that the people who wished to purchase the product is very nominal.

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8. If no which companies car are you planning to purchase?

SAMPLE SIZE:43

Tata Hyndai Toyota Maruti Others Not Decided

FREQUENCY 3 7 15 5 3 10

CALCULATE 3*100/43 7*100/43 15*100/43 5*100/43 3*100/43 10*100/43

PERCENTAGE 7% 16% 35% 12% 7% 23%

Analysis:The analysis for this was taken with the help of open ended question and the people who were surveyed went a long way describing their wishes for different companies product which included a long list of like Tata, Hyundai, Toyota, Maruti, and etc and out of the total sample 23% replied that they have not planned to purchase a car and out of the long list of companies 35% respondent laid their wish or plan to purchase a product of Toyota, proving that the product of Toyota are pretty much popular amongst the people in an around siliguri.

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9. Why do you want to purchase this brand?

SAMPLE SIZE:43 Mileage Price Comfort Style Others FREQUENCY 4 3 14 10 12 CALCULATE 4*100/43 3*100/43 14*100/43 10*100/43 12*100/43 PERCENTAGE 9% 7% 33% 23% 28%

Analysis:When the sample was asked why do they want to purchase the brand Mahindra Xylo or what is the attribute which enforces him or her to make the purchase decision 32% responded they were driven by the comfort of the product, 23% mention that the were driven by the style and 28% gave the other reasons and the factors like price and mileage were highlighted very less by the respondent.
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10. Do you know the logo of Mahindra?

SAMPLE SIZE:43 Yes FREQUENCY 28 CALCULATE 28*100/43 PERCENTAGE 65%

No Not Sure

7 8

7*100//43 8*100/43

16% 19%

Analysis:When the sample was asked whether they know the logo of Mahindra or not 28 people out of 43 people that is 65% replied that they know the logo of Mahindra and 16% of the sample that is 5 people said they do not know the logo of Mahindra and 19% were not sure.

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11. Can you recall any advertising of Mahindra Xylo.

SAMPLE SIZE:43 FREQUENCY CALCULATE PERCENTAGE

Yes No Not Sure

21 7 15

21*100/43 7*100/43 15*100/43

49% 16% 35%

Analysis:On surveying whether the people can recall any advertising of Mahindra Xylo it was found that 21 people that is 42% of the total sample can recall the advertising, 16% that is 7 people could not recall the advertising and 35% replied they were not sure, henceforth after the analysis it was seen that the advertisement had been effective and stayed in the memory of most of the people.

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12. What is the main think you can recall from that advertising?

SAMPLE SIZE:21 Spacious Interiors Style Comfort FREQUENCY 8 4 3 6 CALCULATE 8*100/21 4*100/21 3*100/21 6*100/21 PERCENTAGE 38% 19% 14% 29%

Analysis:This question was answered by only those respondent who could recall the advertising of Mahindra Xylo, this included 21 people and after the analysis it was found that the respondent remembered different variables such as the cars interiors, its Style, Comfort, glamour, its appearance, its features and many other things.

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13. Would you like to recommend this products to others?

SAMPLE SIZE:43 Yes No Not Sure FREQUENCY 18 2 23 CALCULATE 18*100/43 2*100/43 23*100/43 PERCENTAGE 42% 5% 53%

Analysis:When the people were asked whether they would recommend this product to others18 people that is 36% replied they would recommend this product to others, 4% replied in a negative way , 46% that is 23 people said they were not sure an d14% that is the remaining 7 people of the sample did not took part in the question.

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CONCLUSION

Accomplishing this project on brand awareness was an excellent and knowledge gaining experience for me. Despite small sample size for questionnaire this project helped me to know the view of customer and common people towards the brand awareness of Mahindra Xylo. Brands are now a central feature of consumer marketing, they are important in building long-term relationships with the consumer, irrespective of the type of market. Their

importance is now also being recognized in other markets including service and industrial. Investing in a brand builds consumer confidence and loyalty and allows for brand stretching. It requires a consistent and long-term strategy. Only a few brands have emerged as truly global. In conclusion I would say that the brand (Mahindra Xylo) is quite known to peoples. Mahindra Xylo has built its brand awareness among a relatively large number of people in an around siliguri. The customers are aware largely of the product with the help of Television and Hoardings and the product still has a way to increase its advertising channels to reach the relatively large number of people. The products advertising in the hill stations around siliguri is relatively less and also its awareness. At last I would like to thank my project co-ordinator Mr. Suvamay Bhowmick and the sales manager for their guidance and support.

I would also like to thank all the people who have been so co-operative through out the survey.

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FINDINGS The following details can be inferred after analysis with a simple size of 50 which included customers, by questionnaire method to find out the brand awareness towards Mahindra Xylo with reference to Khokan Motors. The awareness level of Mahindra Xylo in an around Siliguri is quite high.

The promotional strategy of Mahindra Xylo is effective in the form of electronic media and mass media

Most of the customers are aware of advertising campaign that are being conducted by Mahindra Xylo. Brand awareness has a real and visible impact in the buying behaviour of the people. Though the customers are having good awareness levels regarding the product they are not in a frame of mind to purchase it because of various reasons. Mahindra Xylo is facing a tough competition from the competitors with the same kind of products. The scale of advertising to promote Mahindra Xylo is not satisfactory and has to implement the various medium to offer advertising of the product.

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SUGGESTIONS

Suggestions are done on the basis of finding and analysis of data collected through questionnaire: In order to promote sale in highly competitive auto market attractive schemes such as cash discount, complementary gift, lucky draws, etc. can be given to the customers.

 Customers should be contacted at a regular interval through phone calls and free servicing of the cars to ask them if they are facing any problems with the car as because post sale with the customers may be very important to maintain customers satisfaction.

Advertising plays a very important role n increasing the awareness and in reminding the customer about the products and services offered by Mahindra Xylo. Hence advertisement about the firm and its products and services must be aired on local T.V channels as well as in newspapers and magazines.

Since the people tends to forget the advertising of a particular product a reminder message has to be enforced in a regular interval and in a proper media which would reach a large number of potential customers.

As from the inference we can see that the most important criteria for selection of the car is its performance which includes price, mileage, speed, braking efficiency, maintenance, etc. There would be definite increase in the sale of the car if this point would be looked into and improved.

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Bibliography

Some of the website and magazines referred by me to complete this project.

Websites:www.mahindra.com www.scribd.com www.questionpro.com www.google.com

Magazines:Companies Brochures & Manuals. Magazines Overdrive Business Today Books:Marketing Research Marketing ManagementMarketing ManagementG.C Beri Philip Kotler V.S Ramaswamy & S. Namakumari

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QUESTIONAIRE ON BRAND AWARNESS OF MAHINDRA XYLO

I, the student of I.T. Centre, North Bengal University, am conducting brief survey to find out the brand awareness level of Mahindra Xylo. I would be highly grateful to you if you would provide your genuine response by putting a tick mark in a relevant box. I sincerely thank you for your humble co-operation. Student I.T.Centre, N.B.U.

1)Have you heard about Mahindra Xylo? Yes No

2)Where have you heard about it? Television Friends & Relatives Hoardings Other Newspapers & Magazines

3)How often have you heard or seen it? Many Times Often Sometimes Never

4)Have you done the test drive?

Yes

No

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5)Did you like this product of Mahindra? Yes No Not Sure

6)Do you own a personal car? Yes No

7) Do you wish to purchase Mahindra Xylo? Yes No Not decided

8)If no than which companies car are you planning to purchase? ---------------------------------------------.

9)Why do you want to purchase this brand? Mileage Price Comfort Style Others

10)Do you know the logo of Mahindra?

Yes

No

Not Sure

11)Can you recall any advertising of Mahindra Xylo? Yes No Not Sure

12)What is the main think you can recall from that advertising? ------------------------------. 13)Would you like to recommend this products to others? Yes No Not Sure

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14) Personal Information:-

Name:Age:Above 60 40-50 30-40 Below 30

Sex:-Male

Female

Annual Income:-Above 15 lakh 10-15 lakh 5-10 lakh Below 5 lakh

Address:-.................................................................................................................... ........................................................................................................................................ ..........................................................................

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