Introduction Concept Sales Promotion is a Powerful Marketing Tool. Marketing promotion helps Parekh Auto.

to communicate information to potential customer about the products existence value and the benefits that can be accrued from it. It comprises one of the four elements of the marketing mix. Designing and effective marketing communication mix helps Parekh Auto. to attract persuade, urge and remind customers of the companys brand. Consumers have `something' to look forward to and there is also an opportunity given to them to articulate their experiences associated with the brand. This is not to suggest that the typical sales promotion more for same price or `one free' with a purchase should never be done. To insure an excellent promotion Parekh Auto. must create a strong connection between the consumers. The connection must relate to the brand identity, the consumer and the understanding that promotions can and still move more than sales volume. Compared with that communication option available to marketers in the past, there are now a larger and greater diversity of communication options available. Thus, the design implementation and evaluation of the communication program in the current business scenario pose a significant challenge to marketers. Sales promotion is a form of attracting the consumers by offering them various benefits in the form of incentives or by adding value to the products. Sales promotions are generally aimed at resellers and final consumers. The various kinds of sales Promotional tools include coupons, discounts, rebates, samples, etc. most often Parekh Auto spend more money on sales promotions than on advertising.

Industry Profile The Bajaj Group is amongst the top 10 business houses in India. Its footprint stretches over a wide range of industries, spanning automobiles (two-wheelers and three-wheelers), home appliances, lighting, iron and steel, insurance, travel and finance. The group's flagship company, Bajaj Auto, is ranked as the world's fourth largest two- and three- wheeler manufacturer and the Bajaj brand is well-known across several countries in Latin America, Africa, Middle East, South and South East Asia. Founded in 1926, at the height of India's movement for independence from the British, the group has an illustrious history. The integrity, dedication, resourcefulness and determination to succeed which are characteristic of the group today, are often traced back to its birth during those days of relentless devotion to a common cause. Jamnalal Bajaj, founder of the group, was a close confidant and disciple of Mahatma Gandhi. In fact, Gandhiji had adopted him as his son. This close relationship and his deep involvement in the independence movement did not leave Jamnalal Bajaj with much time to spend on his newly launched business venture. His son, Kamalnayan Bajaj, then 27, took over the reigns of business in 1942. He too was close to Gandhiji and it was only after Independence in 1947, that he was able to give his full attention to the business. Kamalnayan Bajaj not only consolidated the group, but also diversified into various manufacturing activities. The present Chairman of the group, Rahul Bajaj, took charge of the business in 1965. Under his leadership, the turnover of the Bajaj Auto the flagship company has gone up from INR.72 million to INR. 120 billion, its product portfolio has expanded and the brand has found a global market. He is one of Indias most distinguished business leaders and internationally respected for his business acumen and entrepreneurial spirit.

Two Wheeler Industry: An Overview

The Indian two-wheeler industry has witnessed spectacular growth in the last few years. The market dynamics of the industry has substantially changed with a majority of the customers preferring bikes to scooters and mopeds. This is primarily due to better fuel efficiencies, dynamics, looks and longer product lives of motorcycles. The motorcycle segment constitutes about 81.5% of the two wheeler market in India1. It also contributes to three-fourths of the total exports in the two wheeler industry. Exhibit 1 shows that Bajaj is the second largest player in this segment after Hero Honda.The industry exhibits some degree of collusive behaviour and thus represents an oligopolistic form of market structure. Product and brand

differentiation are seen as the primary means of sustaining competitive advantage. In order to sustain brand equity, players spend large percentages of their revenues in advertising and brand building activities. The supply and distribution networks are decisive factors in staying competitive and normally need a huge capital investment. The two wheeler industry is capital intensive with large fixed cost requirements and new model introductions mandatory at frequent intervals in order to sustain the demand. This involves substantial design and R&D costs. Such high fixed costs can be offset only by achieving economies of scale. Moreover, developing a distribution channel is extremely difficult in a country like India. Therefore, it is difficult for a new player to enter this industry.

COMPANY PROFILE
A BIRD VIEW OF PAREKH AUTO Parekh Auto Bajaj has taken its birth on August 25th 2004, appointing as a authorized dealer of Bajaj Auto Ltd. For the sales, service spares of two wheelers. A new showroom was started in bijapur in the heart of the city of the B.L.D.E.A Road. In the early stages of the firm there were only 20 workers who were working. Due to the increase of sales and profit of the firm, they wanted to increase the scale of the business. In that place, they constructed an exciting showroom for the purpose of business. It consists of 3 divisions. THEY ARE a. A department for sales. b. A department for service. c. A department for spares. a. The sales department contains a head count of 4 members. b. The service department contains a head count of 20 members. c. The spare part department also contains a head count of 03 members to work. It is having computer facility for billing and charging the amount.

ORGANIZATION To provide better service to its customers the organization is divided into the following section: Sales General insurance Auto Finance Two Workshops

 Account Department Spare parts section Stores

WORKERS SPECIFICATIONS The number of workers working in the showroom is as follows: Job specification Sales Accountant Clerk General Insurance Spare Parts Supervisors Head Mechanics Assistant Mechanics Manager for Workshop Security Number of employees 4 2 1 2 3 2 4 10 1 1

WORKSHOP

It is a place where the service of the vehicle takes place. To run this PAREKH Auto has recruited some labors. They are

MECHANICS HELPERS SUPERVISORS

18 MEMBERS 02 MEMBERS 01 MEMBER 03 MEMBERS

SPARES SECTION -

To provide quick and effective service PAREKH Auto has allotted the work to the mechanics. RESPONSIBILITIES AND DUTIES OF SUPERVISOR

To write the problems of customers in the job card. To take care of the customer until the vehicle is ready. To maintain warranty claim register. To give proper instructions to mechanics. To make final testing of vehicle.

PROCEDURE OF SERVICING When a customer enter the workshop with vehicle. His vehicle problem is entered in the job card.

In the job card the name, frame number and engine number of the vehicle and problems of vehicle are entered and supervisors receive the key and ask the customer to come after few hours.

Tool Kits in Workshop Spanner from 6 no. To 32 no. 5 kits Box spanner from 8 to 32 no. 5 kits Cutting player stand by 1 Nose player stand by 1 Lock plucked stand by 1 Mockey player stand by 1 Wire cutter stand by 1

There are 8 sets of tools in PAREKH Auto. The PAREKH Auto also consists of special tools for different vehicles which are enough in stock. The company has its own generator for power disturbance problem.

NATURE OF THE BUSINESS

Bajaj Auto Ltd. is the largest exporter of two and three wheelers. With Kawasaki Heavy Industries of Japan, Bajaj manufactures state-of-the-art range of two-wheelers. The brand, Pulsar is continually dominating the Indian motorcycle market in the premium segment. Its Discover DTSi is also a successful bike on Indian roads. The Bajaj Group is amongst the top 10 business houses in India. Its footprint stretches over a wide range of industries, spanning automobiles (two-wheelers and three-wheelers), home appliances, lighting, iron and steel, insurance, travel and finance. Bajaj Auto, the flagship company of the Bajaj group, manufacturers twowheelers and three-wheelers scooters. The company manufactures and markets scooters, motorcycles, passenger carriers and goods carriers. Bajaj Auto also trades spare parts and accessories. The company has distribution network in 50 countries and presence in India, Sri Lanka, Colombia, Bangladesh, Mexico, Central America, Peru and Egypt. It is headquartered in Pune, India. BAL has two main objectives: To cater the market needs of transportation by providing 2 wheeler and 3 wheeler vehicles and to produce the catalogue products to cater to the changing market requirements. Bajaj Auto Limited makes scooters for commuters. The company manufactures and sells small motorcycles, scooters, and three-wheeler vehicles. Motorcycle and scooter models include Avenger, Discover, Kristal, Platina, and Pulsar. The threewheelers are used for both passenger transportation and light delivery. Bajaj's technology partner, Kawasaki Heavy Industries, has helped the company bring a number of bikes to the Indian market -- including the Kawasaki Bajaj Eliminator -- India's first heavy cruiser. Nearly 3 million units of Bajaj's products are annually distributed to more than 50 countries. Bajaj Auto was founded in 1945.

MISSION AND VISION STATEMENT MISSION Focus on value based manufacturing Fostering team work & enhancing the capability of the team Continual Improvement Total elimination of wastes Pollution free & safe environment VISION To attain World Class Excellency by demonstrating Value added products to customers OBJECTIVE Bajaj Limited is to cater the market needs of transportation by providing 2 wheeler and 3 wheeler vehicles. BALW has been producing the catalogue products to cater to the changing market requirements. Based on the customer feedback, improvements are being made continuously in the existing products. GOAL To catapult Bajaj Auto as the countrys largest automobile company.

INFRASTRUCTURAL FACILITIES 1. The firm is having a total area of 4000 sq.ft. (The maximum width of showroom is 58 feet). It is having a fabulous and an attractive showroom of
2000 sq. ft. The spare part section is having on area of 1000 sq.ft. It is having a well equipped workshop with an area of 1800 sq.ft. The remaining area is using for parking and test riding of vehicles. The firm is having a separate counter for sales and for Bajaj Auto Finance. Bajaj Auto Finance is providing a good facility for customer like loans, free service etc. The customers will have the facility of loan by Bajaj Auto Finance Ltd., in Pune at an attractive rate of interest. \