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By SHISHIR PRATAP SINGH (REG No. 5141) OF VISHWA VISHWANI INSTITUTE OF SYSTEMS AND MANAGEMENT
UNDER THE GUIDANCE OF Dr.C.ANURADHA ASSOCIATE PROFESSOR
A PROJECT REPORT SUBMITTED TO THE FACULTY OF BUSINESS MANAGEMENT IN PARTIAL FULFILLMENT OF THE REQUIRMENTS FOR THE AWARD OF THE POST GRADUATE DIPLOMA IN MANAGEMENT July 2010
I Shishir pratap singh, hereby declare that this project titled “THE MARKETING STRATEGY OF FORD MOTOR” Is an original work carried out by me, under the guidance of DR.C.ANURADHA (Designation of faculty). The report by me is a bonafide work carried by me of my own efforts and it has not been submitted to any other university or published any time before.
Signature of the student Shishir pratap singh
Certified that this project titled “the marketing strategy of ford motor” is bonafide work of “THE MARKETING STRATEGY OF FORD MOTOR”, who carried out the research under my supervision, certified furthers, that to the best of my knowledge the work reported here is done not from part of any other thesis dissertation on the basis of which a degree or award was conferred one an earlier occasion on this or any other candidate.
Signature of the Faculty Guide Dr.C.Anuradha
Acknowledgement I would like to thank my Project Guide Dr.SHREEKANT (ASST MANAGER). ABID for providing assistance from time to time for this project. Specially MR. I would like to thank all faculty members of Vishwa Vishwani Institute of Systems & Management for guiding and supporting me in the completion of project from time to time. Shishir pratap singh VVISM . SUNITA RATNAKARAM for his immense guidance. C. valuable help and the opportunity provided to me to complete the project under her guidance. my gratitude to great almighty and my parents without whose concerned and devoted support the project would not have been the way it is today.ANURADHA and project coordinator Prof. To initiate with anything I would like to record my sincere thanks to all members of FORD MOTOR LTD. ISSAQ PASSA and MR. Last but not the least.IMAD AKHTAR (General Manager) MR. Hyderabad 4 .
2 Research Methodology Chapter. Scope & limitation PAGE NO. Need for the study c.3 Company overview Industry overview Literature review 5 .Table of Contents TOPIC Title page Declaration by student trainee Certificate from company Certificate from guide Acknowledgement Content page Executive Summary Chapter. Chapter . Objectives b. 1 Introduction a.
5 Findings.4 Data Analysis Chapter .Chapter . recommendations & conclusion Annexure Questionnaire Documents supporting if any Bibliography 6 .
the “ford FIESTA” and “ford FIGO” and met a lot of customer and got information from their side. The Extract of the work is presented in this report under various headings as. Data analysis. The project work provided to me was a titled “The Marketing strategy of Ford Motor”. Project Introduction. The way of promoting the products. This project also gave me the chance to improve logical thinking and interacting patterns. and developing the new strategic technique to sell the product. Methodology. I conducted the event show of popular “go fida” cars. 7 . My training in FORD MOTOR was an attempt in this regard. To developed the new business relation with different nationalized and private bank across the twin city Hyderabad and Secundrabad.PREFACE S ummer Training in any organization is an attempt to provide the student a practical input and exposure to the real world situation in which he has to work in future. While working on the project. Suggestions and Conclusions. providing a better convenience of customer. Company‟s Profile. I came to know about the latest marketing strategies and trends prevailing in the market. This report provides me a chance to study and analyses the practical aspects of the topic (The Marketing Strategy of Ford Motor). It enhanced my knowledge in the field of marketing. Introduction.
developing the new relation. The project deals with the various aspects of marketing strategy and sales. cheap price. Price. doing new promotion and advertising is done in relation to the 4 P‟s of marketing that is Product. modern look. luxurious interior design.EXECUTIVE SUMMARY This project was really a challenge for me but I learned a lot while preparing this project basically FORD MOTOR LTD. There exist some opportunity in the marketing activity done by the company in the past. New marketing strategy mean that creating new market area. This project also highlights the product promotion during the different bank visit firstly make aware the bank branch manager about the product. The new marketing strategy of the company will develop the mutual relation with banks and provide the quick facility the car finance to the customer. Manufacturing the cars and providing better service to the customer. mileage efficiency during the conducting of event show in entire area of the city. 8 . My topic of study is “The Marketing Strategy of Ford Motor” compared the Ford product with the other automobile product in the aspects of features. and it has new launched the “go fida” FORD FIESTA FORD FIGO This project high lightens the importance of financial institutions and banks role in car selling. new technology. Place and Promotion.
CHAPTER .1 9 .
Hence the aim of marketing is to build and manage Profitable Business Relationship This is a part of the strategic marketing done by every company to achieve it objectives and goals. To maximize the profits and long-term plans every organization has to follow a strategic planning.INTRODUCTION TO THE TOPIC Today‟s society is warm with urbanization and demonstration effect. If customer value and satisfaction are absent. Only those companies will succeed which at best match to the current environmental imperatives – those who can deliver what people are ready to buy. according to their convenience. It must partner closely with other departments in the company and with other organization throughout its entire value – delivery network to provide superior customer value and satisfaction. The following information gives an insight about it. there are drastic changes coming up in all sectors even in the automobile Industries. and we need to know that it is not only 10 . But real marketing does not involve the art of selling what the manufacturers make. Marketing is all around us. In the present context the companies operate on the principle of natural selection – “Survival of The Fittest”. With a view towards it. Thus marketing calls upon everyone in the organization to “think customer” and to do all they can to help build and manage profitable customer relationship. serving and satisfying consumer needs. no amount of promotion or selling can be compensating. Organizations gain market leadership by understanding consumer needs and finding solutions that delight consumers. Marketing is much more than just an isolated business function – it is a philosophy that guides the entire organization towards sensing. The marketing department cannot accomplish the company‟s customer relationship-building goals by itself.
used by manufacturing companies. The marketing process consists of the following: 1. What marketing is what it does and what it offers? “Marketing is a social and managerial process whereby individual and groups obtain what they need and want through creating and exchanging products and value with others. Analyzing marketing opportunities. Developing marketing strategies. HARNESSING NEW MARKETING TECHNOLOGIES IN THIS DIGITAL AGE. to find individuals all groups of people with unmet needs or latent interest in some products or service. or experiences offered to a market to satisfy a need or want” Marketing is an orderly and insightful process for thinking about and planning for markets. The process starts with researching the market place to understand its dynamics. 3. 2. MARKETING IN A SOCIALLY RESPONSIBLE WAY AROUND THE GLOBE. 3. Planning marketing programs 4.” “Marketing management is the process of planning and executing the conception. that is. information. promotion and distribution of ideas. 11 . wholesaler and retailers. goods and services to create exchanges that satisfy individual and organizational goals. BUILDING AND MANAGING PORFITABLE CUSTOMER RELATIONSHIPS. pricing. services. 2. powerful themes that go to the heart of modern marketing theory and practice. 4. they are: 1. but also by all kinds of individuals and organizations There are four major.” “Marketing offers some combination of products. Managing the marketing efforts. BUILDING AND MANAGING STRONG BRANDS. The marketer uses research methodologies to identify opportunities.
our study deals only with the marketing strategies i. Marketing strategies in simple terms are the complete and unbeatable plans designed specifically for attaining the marketing objectives of the firm. how to do. Strategy choice will depend on whether the firm or the marketer plays the following roles: Market leader A challenger A follower A niche The identification of objectives. 12 . etc. These are typically spelt out in terms of financial return. Goals have a quality and time frame attached to them.Before taking any decision and achieving the goals. market share. Marketing can be called as a game plan for achieving its goals. promotional strategies of the Ford automotives. In this direction. This is nothing but strategic planning. Thus. is an essential backdrop to strategy formulation. market presence. when to do. it has to make analysis of what to do. Goals indicate what a business unit wants to achieve whereas strategy is how to get there.e. the concept of market oriented strategic planning arises with the link between the products the manufacturer is dealing in and the market conditions. both in quantitative and qualitative terms. where to do and who is to do it.
To understand the all features of product. To find out satisfaction of the customers. The study was conducted in Hyderabad and Secundrabad area. 13 .OBJECTIVE To develop the relationship with bankers to make the auto finance easy for customer. To provide important lead on customer convenience front to FORD MOTOR. TO study and analyze the customer's perception regarding the usefulness/utility of Ford cars. NEED FOR THE STUDY To know the all market competitor of the product. To know the factor of awareness of the cars. To study history growth and development of FORD MOTOR in Hyderabad. which would be helpful in making increase the sell? SCOPE OF THE STUDY The study is conducted for developing the mutual relationship with all private and nationalized banks. The study covers the customer‟s perceptions and their most used product. To know whether the customers are satisfied with the offers given by the dealer. The study covers the customer‟s perception for auto finance. To Study and analyze the Promotional Strategies of Ford. which I should be promote.
which automotive company they are sanctioning more. During the event shows I met a lot of customer some were intender and some were owner. The sample was restricted to 75 banks and 10 event shows. The study covers the bankers perception. Due to time constraints I have been visit only seventy five branch of different banks. To develop the relationship through personal interaction by talking such appointment of Bank Manager and therefore bias becomes a major limitation. shortness of time and due to privacy some customers were unable to entertain. The scope of is restricted only to the twin cities of Hyderabad and Secundrabad. The study covers the product promotion the new lunched product “go fida” the “ford FIESTA” and “ford FIGO”. 14 . LIMITATION The present study is subjected to following limitation. Owing to their pre owned car. which may restrict the scope and completion of study. The study was conducted to approach the customer those who are approaching for car loan. and conduct seven event shows in different place of the city.
CHAPTER – 2
MARKETING RESEARCH: Definition of marketing research as approved as by the board of directors of the association of American marketing association is: “Marketing research is the function which links the customer and public to the marketer through information – information used to identity and define marketing opportunities and problems generate define and understanding of marketing as process”. Simply, marketing research is the systematic design collection analysis and reporting of data finding relevant to a specific marketing situation facing the company. Carefully planning through all stages of the research is a necessity. Objectivity in research is all-important. The heart of scientific method is the objective gathering of the information. The function as marketing research within the company as to provide the information and analytical necessary for effective.
Planning of the future marketing activity. Control of the marketing operation in the present. Evaluation of marketing results.
A research may undertake any of the three types of research investigation depending upon the problem. These types of research included: 1. Basic research 2. Applied research 3. Designated Fact Gathering
It is attempt to apply the various marketing technique, which have been developed as research, first and later on they become applied research techniques. It is on attempt to apply the basic principles and existing knowledge for the purpose of solving operational problems.
STEPS IN MARKETING RESEARCH: Marketing research process can be out through following steps. Define the problems and research objectives Develops the research plan Collect the information Analysis and interpretation Present the finding. PRIMARY DATA: It consists of information collected for the specific purpose, survey research was used and he all the details of Ford and their competitors were contacted. Survey research is the approached gathering description and information.
SECONDARY DATA COLLECTION: The secondary data consists of information that already existing somewhere having been collected for another purpose. Any researcher begins the research work by first going through secondary data. Secondary data includes the information available with company. It may be the findings of research previously done in the field. Secondary data can also be collected from the magazines, news papers, internet other service conducted by researchers.
which help in accomplishing the research objective. Questionnaire is administered on the sample respondents. However there are certain cases where personal interactive method is followed with customers to find the satisfaction level. Primary data is collected with the help of structured questionnaire and personal meeting. The respondents by means of personal interview administer during the event shows this structured questionnaire. The survey was carried out with the help of a structured questionnaire.METHODS OF DATA COLLECTION: The study includes in it the data collected through both primary and secondary sources. The survey was carried in twin cities of Hyderabad and Secundrabad with the sample size of 100. RESEARCH METHODOLOGY: The respondents are the car owner of any company or intender of car and different banks managers of different branches. 18 .
CHAPTER – 3 19 .
CEO A automotive Automotive goods and services US$120.1903 Henry Ford Dearborn.1 billion (2006) US$-15. Michigan. Make Everyday Exciting 20 .Feel the difference. Jr. Have you driven a Ford lately?. Executive Chairman Alan Mually – President. Lincoln.0 billion (2006) US$-12. Built Ford Tough.COMPANY OVERVIEW COMPANY PROFILE TYPE Founded Founder Headquarters Area served Public(NYSE:F) June. Built for Life in Canada .17.6 billion (2006) 283. Mercury. Volvo (cars only) Slogan Bold Moves. Land Rover. Premier Automotive Group Subsidiaries Automotive Components Holdings Jaguar. USA Worldwide Key people William Clay Ford. Ford division.000 (2007) Industry Products Revenue Operating income Net income Employees Divisions Ford Credit.
During its early years. including Lincoln and Mercury of the US. Ford now encompasses many global brands.6%) but ahead of Toyota (15.4%). Ford produced about 6. Michigan.Ford Motor Company is an American multinational corporation and the world's third largest automaker based on worldwide vehicle sales. History Ford was launched in a converted factory in 1903 with $28. Henry Ford was 40 years old when he founded the Ford Motor Company.4%) and DaimlerChrysler (14. Michigan. In 2007. Henry Ford's combination of highly efficient factories. based on global revenues of $160. Ford also owns a one-third controlling interest in Mazda.5% market share. a suburb of Detroit. Ford was also the seventh-ranked American-based company in the 2007 Fortune 500 list. most notably John Francis Dodge and Horace Elgin Dodge who would later found the Dodge Brothers Motor Vehicle Company. behind General Motors (24.D Power than any other automaker. highly paid workers.000 employees at about 100 plants and facilities worldwide. In 2006.000 in cash from twelve investors.6 million automobiles.1 billion. the automaker was founded by Henry Ford and incorporated in June 16. and low prices revolutionized manufacturing and came to be known around the world as Fordism by 1914. Jaguar and Land Rover of the UK. Based in Dearborn. especially elaborately engineered manufacturing sequences typified by moving assembly lines. and employed about 280. Groups of two or three men worked on each car from components made to order by other companies. Ford was the second-ranked automaker in the US with a 17. and Volvo of Sweden. Ford had more quality awards from J. Ford introduced methods for large-scale manufacturing of cars and large-scale management of an industrial workforce. Ford has been one of the world's ten largest corporations by revenue and in 1999 ranked as one of the world's most profitable corporations. the company produced just a few Model T's a day at its factory on Mack Avenue in Detroit. In 2006. which would go 21 . 1903. and the number two automaker worldwide.
The Ikon was the first 22 . Schulz (Executive Vice President. sales of the Escort was finally replaced by the Ikon in 1999.. Jorma Ollila. President [International Operations]) and Michael E. Bannister (Group Vice President. Mark A. The Ikon marked a new beginning for Ford in India. as well as being one of the few to survive the Great Depression. Irvine Hockaday. Chairman (PAG) and Ford of Europe). Alan Mulally (President and CEO).. Jr. Jr. It rolled out of the Marajmalaingar plant near Chennai and by now. and Edsel Ford II. CORPORATE GOVERNANCE: Members of the board as of early 2007 are: Chief Sir John Bond. The largest family-controlled company in the world. the Ford Motor Company has been in continuous family control for over 100 years. Donat Leclair (Executive Vice President and CFO). the Americas Product Development) FORD IN INDIA Ford started its innings with the Mahindra-Ford joint venture formed in 1994. Homer Neal. John L.on to become one of the largest and most profitable companies in the world. Richard Manoogian. After meeting initial success. Kimberly Casiano. President (The Americas). Mark Fields (Executive Vice President. Paul Mascarenas (Vice President of Engineering. Ellen Marram. Stephen Butler. the company had parted ways with M&M and was renamed Ford India Ltd in 1998. William Clay Ford. which produced the Escort out of M&M Nasik plant. Thornton and William Clay Ford (Director Emeritus) The main corporate officers are: Lewis Booth (Executive Vice President. Chairman & CEO Ford Motor Credit).
which has received a lukewarm response though the recent diesel variant has perked up sales. After the arrival of the modern and highly-capable Fiesta. another made for. was a very talented car by was simply not suited to Indian conditions and earned a reputation for being exorbitant to maintain. it was a unique body style and was offered and was offered with an option of three engines. launched in 2001. All models also will be available with a Duratorq diesel engine option. fresher competition and a reputation for highmaintenance saw sales gradually decline. In 2004. Though it was based on the Fiesta. Though the Ikon and Fiesta have been the mainstays of Ford‟s production in India. The Ford Figo is Ford‟s new subcompact automobile that went on sale on 10 March 2010 in India. The Endeavour SUV was launched in early 2004 and has sold well for its niche. with state-of-the-art engines. ZXI and TITANIUM. including a diesel. 23 . Ford launched the Fusion. It is based on the Ford Global B platform. the company has had limited success with other models. will be available with different trim levels and designed to suit a variety of consumer tastes. the Ikon has been marginalized. and is built only in Chennai. The car was a big hit. The Endeavour has recently been upgraded in 2007 and this has boosted the appeal of the big SUV. The Mondeo. EXI.model by a multinational to be developed specifically for India. The Fiesta has picked up where the Ikon left and is selling well. However.India car. The Ikon underwent several face-lifts and price cuts to keep demand high. Tamil Nadu to be sold worldwide. Four different Figo models – LXI.
Fortune Ford is a 50:50% Joint Venture set up between two well known and reputed families in Hyderabad. Nirav and Siraj to make Fortune Ford a truly world class Ford Dealership. Fortune Ford markets and services the recently launched the popular “go fida” the “Ford FIESTA” and “Ford FIGO” and the ever-popular Ford Ikon Flair. The workforce at Fortune Ford is committed to excellence in serving all esteemed customers. with many variants in the offering. Pramod Modi enjoy blend very well with the youth and energy of the youngsters Bashir. Abids opposite Stanley College and other one at Fathebagh. These centrally located outlets provide convenient and easy access to both the proud owners as well as prospective buyers. The Fortune Ford dealership maintains a high standard of excellence in sales and 24 . Misbahuddin Babu Khan and Mr. The Sales Team is made up of dedicated showroom and field executives who are professionally trained by Ford India Ltd. Santhnagar. one at Chapel Road. colour and features to lending a helping hand in providing attractive buyback options and also arranging finance at competitive rates. We have two service centers. Fortune Ford is a blend of experience and youth. in order to satisfy even the most demanding customers. the No non-sense car Ford Fusion and the macho SUV the Ford Endeavour through its sales and service outlets at Hyderabad. The service team is technically qualified and trained to analyze and provide solutions adhering to Quality Care. They are adept at guiding the customer through the entire sales process right from assisting in the choice of model.Fortune Ford is an authorized dealer for Ford India Limited. The Service Centre is armed with the state-of-the art equipment and is in-line with Ford's exacting Global standards. Ashish. the Modis and the Babu Khans. The experience and good will that Mr. who is one of the leading manufacturers of top quality cars in India. The sales outlet is located strategically at Somajiguda next to Eanadu.
SOUTH INDIA BANK. ORIENTED BANK OF COMMERCE. SBH. CORPORATION BANK. Free spot evaluation for any used car.services by sending its personnel for training on a regular basis to Ford India Limited. This makes convenient for almost every one residing in and around Hyderabad and Secunderabad. KOTAK. to Khairtabad RTA. Full range of Ford cars with all colors and models to choose from. You can call our sales help line for test drive or fill the on-line test drive requisition form. A good stock of Ford genuine accessories to make your Ford ownership more delightful and safe. located in the heart of the city in Somajiguda. Showroom @ Somajiguda 5. SUNDARAM. 2. SHOWROOM We have 5000 staff centrally air conditioned showroom. 3. 25 . The facilities offered from the showroom are: 1. adjacent to Eenadu office and just opp. to update them with the latest technological advances in the automotive sphere. 7. Professionally trained and courteous sales staff to take care of every relevant need of the customers.PNB etc. ANDHRA BANK. Very easy finance facility with in-house finance team to cater to your every car finance requirements. AXIS BANK. Exchange offer for any of your used car. 4. SBI. 6. HDFC. You can also renew your insurance by just making call to our Service marketing help line 9848885962. Ford preferred insurance for cashless transactions in the event of claims. A well maintained fleet of test drives cars to give you the feel and experience the drive Dynamics on actual driving conditions before take the purchase decisions. Special offers on Insurance renewals. All the leading finance counters are available like ICICI.
2002 Ford India received the QS 9000 award from TÜV Süddeutschland. 11. Alpha and Sport . followed by the petrol and diesel driven 'Anniversary'. a new initiative to buy and sell used cars of all makes. with commemorative 'Freedom'.E. provides car owners with superior services at its dealership countrywide.6 EXi was launched 2003: 26 . The Special Value Pack program was launched in 1997. Recent SVPs have included the Orion. integrated manufacturing plant was dedicated in March 1999. where FORD IKON is manufactured. in just a month after booking. New Ikon Variant 1. 2002 Ford India show cases a wide spectrum of exciting cars at the Auto Expo Ford India Limited announced a strategic partnership with Hindustan Motors Limited Certified QS 9000: 1998. The new. Ford topped the Customer Satisfaction Index (CSI) ratings in 1997 and 1998. 2000. The Company was able to deliver Ford Escort in major cities simultaneously.Significant milestones The first Indian built Ford Escort rolled off the assembly line in 1996. Ford's branded service initiative. Ford India launched the Ford IKON SXi – the stylish „josh‟ Machine Ford India has started exporting Ford IKON 2001 Ford India launched the Ford Mondeo. 3rd edition on March 21. Quality Care. in the Customer Satisfaction Survey. On September. Ford India launched Ford Assured on April 24 2000. Ford Escort won the J D Power Award in India Quality Survey in 1997.
Power India Sales Satisfaction Study. In year 2007: Ford Motor Company of Southern Africa achieves three wins and two seconds this total economy run. Ford launches Ikon Flair at Rs. Department 2010: Ford launches “Ford FIGO” in 4 variants FIGO LXI. ZXI. He took this position in August 2005. Finance & IT 27 .Ford India launches Ikon NXT „Finesse.95 Lakhs. MANAGEMENT PROFILE: ARVIND MATHEW – Managing Director and President Arvind Mathew is the Managing Director and President of Ford India. Adding Refinement to Josh. 4. Ford India Ranks Highest in J. 2011: At Ford India. 2004: Autocar SUV of the Year – Winner Ford Endeavour.‟ Ford Celebrates Centennial in India. Land rover discovery 3 scoops category win at TOWCAR AWARDS 2007 Ford Mondeo is the Caravan Club TOWCAR of the year 2008. Ford Mondeo is auto express car of the year. LUCY MILLAR – Vice President. Ford India launches Ikon NXT SXi.D.000 Ford Figos in a mere 15 months since launch. EXI. 2011 was a year of achieving milestones and breaking records. In June. Ford celebrated the astounding milestone of selling 100. The New Ford Ikon NXT launched . Titanium in both diesel and petrol version. DOE award Ford two grants for vehicle fuel efficiency research.The Next Level of Josh.
She reports to Arvind Mathew. Scott reports to Arvind Mathew. P. President and Managing Director. Human Resources Nancy Reisig is Vice President. SANDIP SANYAL – Vice President. Supply and Total Value Management (TVM) at Ford India. STEVE BRIDGMAN – Country Manager. G Marketing Strategies of Ford Motors Scott McCormack is the Vice President. NANCY REISIG – Vice President. Sales & Service Department of Management Studies  V. Nancy reports to Arvind Mathew. Human Resources at Ford India. Sandip reports to Arvind Mathew. Ford India. Sales and Service at Ford India. Marketing.Lucy is the Vice President of Finance and IT at Ford India. Ford Credit 28 . K. President and Managing Director. She took up this position in May 2005. SCOTT McCormack – Vice President. Marketing. She took this position in March 2005. Supply and Total Value Management Sandip Sanyal is the Vice President. President and Managing Director. Ford India. He took this position in July 2006. Ford India. He took this position in September 2005. Ford India. President and Managing Director.
Torque (nm/pm) Emission Stage Kerb weight(kg) Transmission Max speed(kmph) Mileage 4 Cyl.75:1 101/6500 146/3400 Bharat Stage III 1143 Manual 5 speed 174 11. Power (ps/rpm) Max. 16 – V DOHC All Aluminum Alloy SEFI 1596 9.3 29 . PRICE(lacs) Engine: Type Construction Fuel System Displacement(cc) Compression ratio Max.PRODUCT PROFILE Ford Fusion. In – Line.
12 Valves indirect Injection Mechanical Pump Exhaust Gas Recirculation (EGR) Meeting Bharat Stage III Norms Kerb weight (kg) Transmission Max speed (Kmph) Mileage 1933/1958 Manual 5 speed 142 8. 4 Cylinder in-line.5 litre. Power (PS/rpm) Max. Torque (kgm/rpm) Ignition System Valve System Fuel System Emission 2499 116/3500 28.2 30 .5/200 Compression SOHC.FORD ENDEAVOR: PRICE(lacs) (4X2) (4X4) 16. Turbocharged & inter-cooled diesel Displacement (cc) Max.17 Engine : Type 2.16 17.
75:1 1399 18.FORD FIESTA: Engine 1.76 7.4 ZXI (TDCi) 8.52 1.00 1. Torque Emmision Compliance Transmission Type Kerb Weight (Kg) Max Speed (Kmph) m Nm/rp ps/rpm 82/6000 101/6500 101/6500 68/4000 127/400 146/340 0 0 146/340 0 160/200 0 160/200 0 160/200 0 Bharat Stage III 5 Speed Manual 170/178 14.1 68/4000 1399 18.28 8.75/13. 8 Valve SOHC Construction Fuel System Displacement cc SEFI All-aluminum Alloy High Pressure Common Rail 1388 9.28 8.91 4 Cylinder in-Line.4 EXI 1.6 Mileage 31 .6 ZXI 1. 16 Valve DOHC 4 Cylinder in-Line. Power Output Max.75:1 1596 9.1 1399 18.75:1 1596 9.1 68/4000 Compression Ratio Max.4 EXI (TDCi) Price in (lacs) Type 6.6 SXI 1.4 SXI (TDCi) 9.
8 32 . Rocam Petrol SEFI 1299 70/5500 105/2500 5 Speed Manual 978 148 10.FORD IKON: PRICE(lacs) Engine: Type Fuel system Displacement (cc) Max. Power (ps/rpm) Max. 8-V SOHC. Torque (Nm/rpm) Transmission Type Kerb Weight (Kg) Max Speed (Kmph) Mileage 4 Cylinder.
59 Engine : Engine type Displacement Max power Max torque Compression ratio Values Fuel injection Emission level Construction Transmission type 2. And now Figo has been launched and will compete with the likes of Maruti Ritz Hyundai i10. Ford's president and chief executive.0L 16V DOHC Petrol 1999 cc 142. making a lightening visit to the country for the unveiling. Maruti Swift VXI.7 PS/6000 rpm 185 Nm/4500 rpm 10:8:1 16V DOHC Sequential electronic fuel injection (SEFI) Bharat Stage III All Aluminium Alloy Ford MTX-75 manual 5-speed with synchromesh Kerb weight(kg) Max speed (kmph) Mileage 200 8.FORD MONDEO: Price 6. Honda Jazz & Skoda Fabia.6 FORD FIGO: Ford unveiled its new small car "Figo" in September. Maruti Suzuki. 2009 in New Delhi with Alan Roger Mulally. Swift VDI 33 .
3)@2.(ABS).4)@6. . a new nameplate and a fresh face on the Indian market. The Ford Figo.000 160(16.000 34 .7)@4.9 284 Diesel 1399 8V SOHC Common Rail 69(50. Tubeless 5 speed Manual Transmission Petrol 1196 16V DOHC SEFI 71(52.000 3795 1680 without outside mirror 1427 2489 168 45 4.4)@4.250 102(10. The Ford Figo has been launch in 4 variants of both diesel and petrol model. Key dimension overall length mm Width mm Height mm Wheel base mm Ground clearance mm Fuel capacity (L) Turning circle radius (M) Boot space (L) Engine Displacement (cc) Values /OHC Fuel System Max power PS(KW)@RPM Max Torque NM (KGM)@RPM Transmission Wheel & Tyres Wheel Size Type Suspension Front Independent McPherson Strut with Dual path mouth 175/65 R14 Radial .
Showroom Front power windows Intelligent central locking 4.Rear Brakes Front Rear Steering Type Kerb Weight Petrol Diesel Semi –Independent Twist Beam .61 Not intelligent Body color outside mirrors & door headles Rear Wiper Rear washer Rear Defogger Mp3 player +4 speakers + Axin port Bluetooth connectivity 35 .47 Not intelligent Maruti Ritz VXI 4.43 Not intelligent Maruti Swift VXI 4.50 Hyundai i10 sports 4.Coil Springs Ventilated Disc Drum Hydraulic Power Assisted LXI 1040 1090 EXI 1060 1105 ZXI 1075 1115 Titanium 1090 1130 Ford Figo Petrol Titanium V\S Facing Competitions Features Figo Titanium Ex.
Showroom Front power windows Intelligent central locking Body color outside mirrors & door headles ABS + EBD Rear washer Rear Defogger Mp3 player +4 speakers + Axin port 4.30 Not intelligent 36 .39 Maruti Suzuki Swift VDI(ABS) 5.44 Not intelligent Maruti Suzuki Ritz VDI(ABS) 5.Dual airbags ABS + EBD Programmable remote key Driver seat height adjust Electric Adjust Mirrors Electric Boot Release Distance to Empty Anti drip Wipping 6 Speed intermittent wipers Ford Figo Diesel Titanium V\S Facing Competition Features Figo Titanium Ex.
Adopting Offer to Suit Target Segment: Ford modifies its models for India: Ford modified its models for the Indian target segments as shown below: ➢ Higher ground clearance to make the car more compatible to the rougher road surface in India. Ford is also supplying videotapes showing how repairs have to be done. It has gone in for a new norm in customer service: “fix it right-the first time-on time”.Bluetooth connectivity Dual airbags Rear Wiper Programmable remote key Driver seat height adjust Electric Adjust Mirrors Electric Boot Release Distance to Empty Anti drip Wipping MARKETING STRATEGIES OF FORD Product differentiation based on operational efficiency: FORD EXCELLING THROUGH SERVICE: Ford tries to differentiate its offer on the plank of service. 37 .
„FORD FIESTA‟.➢ Stiffer rear springs to enable negotiating the ubiquitous potholes on Indian roads. Preferred price range is from 5 lakh to 6 lakh. for cars sold in India. And these cars are also useful for sport riding and even on hill areas. the horn buttons are kept on the steering wheel and not on a lever on the side as in the models sold in Europe. „FORD ENDEAVOUR‟ occupies this segment. 38 . ➢ Higher resistance to dust. with greater airflow to the rear. ➢ Location of horn buttons on the steering vehicles.) Strategic segmentation of cars: The Ford in India has launched the car only for few segments of people. Family car segment: These cars form a reasonably sizeable segment of the market (Around 15 percent). (As the India motorist uses the horn more frequently. Premium car segment: This segment represents buyers who need a real world-class car and are willing to pay the due price. which can withstand to Indian roads. Preferred price range starts from 4 lakh to 12 lakh. The segmentation of car buyers based on price preferences is. „FORD MONDEO‟ and FORD FIGO come under this segment of cars. ➢ Compatibility of engine with the quality of fuel available in India. There body is designed similar to off-road vehicles. SUV segment: The buyers of this segment like to have big vehicles. „FORD IKON‟ AND „FORD FUSION‟ come under this type of segment. ➢ Changes in cooling requirement.
In televisions the scrolling are given about the product and its features. Hoardings: A heavy picture of the product which comprises of its attributes and special features are displayed on the roadsides in the form of hoardings. moving on their business activities they may watch these hoardings. He follows many promotional strategies like 1.STRATEGIC PROMOTION BY FORD Ford follows the promotions at two levels. radios. In this all the features of the product and its prices are given in detail to the customer. Hand to hand pamphlet distribution through demo about product in market side. and market fair. 2) Promotions at dealer level. While travelling from their home to office. Promotion by conducting event shows on road side. In the first step the products of vehicles manufactured by the Ford Automotives are directly promoted by the manufacturer by him. It is a bit expensive strategy but attracts many people who pass by that roadside. Advertising though news papers. In the second step the dealer of the vehicles promotes the vehicles. 3. palm plates. they a 1) Promotions of product directly by the manufacturer. 3. bank campus. 4. This type of advertisement is prepared for those segments of people who cannot afford their time in reading newspapers and watching televisions. Direct marketing. These hoarding are especially setup at the road signal stops. Internet or interactive marketing. 2. 39 . 2. The various promotional strategies followed by the Fortune Ford at dealer are 1. Advertising through television and newspaper.
e. To retain the old and existing customers it conducts a corporate meet at a luxurious hotel. Showroom sales: In this the customers walk in to the showrooms to know about the details of the product. Sales Promotion: The sales promotion is done in the fortune ford at three levels: 1. various offers given by the manufacturer and also by the dealer to the customer and enhance the sales of the vehicles. Specially trained sales executives who are present in the showrooms give a detailed explanation about the product to the customers. i. These people are met-in person or contacted through their contact number. 40 .Maintaining Data Bank: In this the dealer collects personal/bio-data (address and contact number) of many people from various organizations and different sector who are ready to buy the vehicles and who change the vehicles regularly. Sales executives give a detailed note on the products features. The various new features and new offers regarding the vehicles are advocated to them and are given discounts on group purchase of vehicles. if 5 or more friends in the group purchase the cars at a time then they are given special discounts on the vehicles. The event aims at knowing the problems of the customers regarding the vehicles and also service feedback. Free Insurance: The Fortune Ford gives a special offer of free insurance on the purchase of each Vehicle to its new customers Relationship Marketing: Fortune Ford pays a special attention towards its old customers. In this way it maintains an effective relationship with the customers and gains the reputation and goodwill in the minds of the customers.
In this questionnaire their problems regarding the vehicle and also their post sale service experience are taken. Field sales: The sales executives conduct some events with the corporate working people and try to demonstrate the product features and its benefits and try to promote the product and increase its sales. If there exists any problem. then the Fortune Ford service men try to resolve the problems of their customers as soon as possible and makes the customer satisfied. CONDUCTING CUSTOMER DELIGHT PROGRAME: This is a unique program conducted by the Fortune Ford. This is a program conducted to retain the old customers of the Ford. Managers etc. The old customers of the Fortune Ford are meeting personally and they are requested to give their feedback by filling in the questionnaire which is specially prepared for them. Customers are courteously acknowledged within two minutes of their arrival and are advised that a Sales Consultant will be available upon request. making customer‟s comfortable while purchasing products and availing services.. STRATEGIC SALES STANDARDS: Fortune Ford maintains strategic sales standards in the following manner: The Sales faculty is clean. 3. tidy and inviting.O‟s. Corporate sales: A special team of sales executives are sent to some big corporate sectors and there they personally meet the heads of the organizations like C.E. This is a technique to attract the new customers by satisfying the old customers and gaining goodwill in the market.2. 41 . and explain about the vehicles and the offers and special schemes provided by the dealer to them on bulk purchase of the vehicles and try to promote the sales of the vehicles.
warranty coverage and charges is given to the customer. A through explanation of work done. non-pressured purchase experience will be provided during which a thorough demonstration of the vehicle features and benefits will be made. Customers will be contacted within one week after delivery to ensure total satisfaction. The vehicle is ready on the agreed upon time. the Sales Consultant delivers the vehicle in perfect condition when promised. accurately recorded on the repair order and verified with the customer. A test drive will be offered to all customers. Customers are courteously acknowledged within two minutes of their arrival and the write-up will begin with five minutes. A pleasant. All service repair work will be followed up within five working days. in a clean and welcoming environment. An appointment is available within 5 working days of the customer‟s request. An advisory relationship is established between the customer and the Sales Consultant who listens to the customer. Service needs are courteously identified. The Sales Consultant‟s appearance and dress will be of the highest standards. 42 . The vehicle is serviced right on the first visit. identifies their needs and ensures that they are met. Using a check list. MAINTAINING SERVICE STANDARDS: An efficient service facility allows a customer to avail all the service provided by Fortune Ford.
Each vehicle will be washed before being returned to the customer. Spark plugs etc. Non-scheduled maintenance like Brake Pads/Shoes. Brake Discs. can be cancelled Ford factory backed programme. 43 . Shock Absorbers etc. customers spend on a) Maintenance parts that are to be replace at specific intervals b) Replacement of worn out parts c) Labour charge for the above A comprehensive maintenance plan by Ford will serve as a good tool to improve the service experience and minimize concerns on cost of ownership of the vehicle Total Maintenance Plan (TMP) is a complete service solution provided to the customer. Mechanical/Electrical repairs Labour for all the above What does it NOT cover? Accident repair Tyres Fuel Benefits to the customer In case of total loss. Oil filter. Fuel filter. What does it cover? Scheduled servicing like Engine Oil change. Lower Suspension Arms. Clutch Plates. TOTAL MAINTENANCE PLAN Cost of ownership is the key factor while considering vehicle purchases As part of regular maintenance. This enables the customer to have total peace of mind in the form of a “Maintenance Holiday.
Diagnosis/repairs as per recommended standards and practices Vehicles serviced by Ford trained and certified technicians department Total peace of mind Increased residual value of the car Only Ford genuine parts are used Can avail this service across the country at all Ford authorized outlets Transferable 44 .
import substitution became the order of the day. Nearly 18% of the total national income is being incurred from the automobile industry. In India automobile industry has a growth rate is at the average of 10-12%. INDIAN AUTOMOBILE INDUSTRY SINCE 1947: It‟s fascinating drive through history.INDUSTRY OVERVIEW INTRODUCTION TO AUTOMOBILE INDUSTRY One of the fastest growing industries in the world is automobile industry. This automobile industry has its influence on the Indian market. The automotive industry stagnated under the government‟s stifling restrictions and the Indian car buyer was saddled with cars of appalling quality and even then there was a waiting list that at one point stretched to eight years! This attempt at self-reliance failed miserably because of the industry‟s isolation from the best technology. Though we learnt to localize. From this we can estimate how important the automobile industry in the improvement of GDP of a country is. Probably automobile Industries occupy a large market share in the worlds market as well as in the Indian market. Issues like quality and efficiency were simply not considered. the cars we made were all outdated designs with little or no improvements for decades. India‟s fixation with socialism and planned economies had a crippling impact on the automotive industry in its formative years. Dependence of foreign technology was banned and manufacturers were forced to localize their products. which begins as a story of isolation and missed opportunities to one of huge potential and phenomenal growth. The goal at that time for independent India was self-sufficiency. The Japanese and later Korean auto industries were also highly protected in their formative years but they never shut the door on 45 .
Hyundai and Maruthi delivered. The Indian consumer wanted super value. they relentlessly tapped the best talent pools in the world to absorb they know. The Maruti 800 went on to become the staple car of India and put a nation on wheels. It‟s been a long journey but to see where the Indian car industry is going. This little car set a benchmark for price. With the liberalization of the economy. It is the Alto. People‟s aspirations are rising and so are their mistakes. It marked the Indian government getting into the far business in the early 1980‟s. have got their finger on the pulse of the market. It‟s moving forward. But most of them were in for a shock as Indian customers rejected their product. It wasn‟t till 1993 that things really started to change for the Indian car buyer. size and quality and structured India as small car market. Instead.technology. Get the right product and the rewards are handsome. handsomely. Indian customers refused to allow the glitter of prestigious brands blind them to the outdated and overpriced products they were offered. 46 . We have to see where it has been. and rewarded the brands that delivered it. a host of international carmakers rushed in. and an increasing number of carmakers are preparing to setup major capacities here. the 800. India is changing and changing fast. This was ironically due to the license raj that forced Indian carmakers to be innovative and develop products frugally. India‟s frugal engineering skill has now caught the world‟s imagination. how to produce good cars. and profited. The period also saw the emergence of the Indian players like Tata Motors and Mahindra & Mahindra. a radical shift in thinking after decades of treating cars with disdain. India‟s largest-selling car is not its cheapest car. They rose to the challenge of the MNC‟s and responded brilliantly with the Indica and the Scorpio. One of the most important chapters in the Indian automotive industry‟s history was written by Maruti. The Indian auto industry is today bubbling with promise and confidence.
000 units by 1930. It would take nearly 50 years before the Indian auto industry could catch up with the rest of the world again. thereafter. Calcutta and Madras.INDEPENDENCE: The government clamped down on imports and foreign investments. POST. Bombay had it first taxicabs by the turn of the century. around 40.AUTOMOBILE INDUSTRY IN PRE-INDEPENDENCE: The first motorcar on the streets of India was seen in 1898. BROADBANDING ERA: In January 1985. Companies like GM and Ford packed their bags and left. Premier Motors. the government announced its famous „broad banding‟ policy which gave new licenses to brad groups of automotive products such as two and four-wheeled 47 . a small start for an automobile industry was made when assembly plant were established in Bombay. It was during the end of the war that the importance of establishing an indigenous automobile in India was realized. During the years between the wars. Hindustan Motors and Mahindra & Mahindra set up factories in the 1940s for progressive manufacture rather than assembly from imported components. crossing 30. cars were directly imported.000 motor vehicles were imported. In 1903. India‟s clock. The cars they chose to make were the latest in the world when they were introduced in India in the formative years of the industry. The import/assembly of vehicles grew consistently after the 1920s. Before World War I. an American company began a public taxi service with afleet of 50 cars. stood still while the world raced on ahead. For about 50 years after car arrived in India.
transplanted its ageing Ambassador engine into it and the Contessa was born. In 1963. a small tail fin was added on either side of the rear fenders. along with a new. every other manufacturer still faced a series of obstacles. THE BIRTH OF THE AMBASSADOR: In 1957. launched in 1979. another minor facelift to the same grille and a much bigger frontal facelift turned out as the Mark III. was the last of the Mark cars. it underwent a frontal facelift with a closely checkered grille and was named the Ambassador Mark II.vehicles. when in 1985 it introduced the Standard 2000. It would be another 12 years before the Ambassador got a facelift. and the car was re-christened the Ambassador Mark I. The car cost Rs. The Nova was the last Ambassador powered by the 1489cc petrol engine.17. HM launched the cosmetically-revised Ambassador under the Avigo name. Except for MUL. Several new products were launched during this period. Through a liberal move. The Mark IV. which had direct access to policy-makers. In 2004. beige-colored seats and wood finish interiors. the retro look Avigo had classic touch internals like a centrally mounted console. In 1975. a Rover SD1 body with the old two-litre Vanguard engine. All three traditional carmakers added new models to their ranges – Standard Motors returned to the car business after 10 years. HM bought in a 1972 Vauxhall Victor in 1985. Designed by Mavendra Singh. 48 . The Ambassador Nova was launched in 1990. the licensing system was very much intact. dimpled hood. A manufacturer had to submit a phased-manufacturing programme to the Ministry of Industry specifying the indigenization progress and allowing for almost complete indigenization within five to seven years. The biggest hurdle was the foreign-exchange clearance required for these projects. followed by Ambassador 1800 ISZ three years later.000.
paying royalty or technology transfer payment to western countries.0DLX (Isuzu diesel) and the rare 2.0T (Isuzu diesel. phased out by the demand for cheap Japanese cars. Some of the leading Indian auto players in Indian automobile industry are: ➢ Premier.8GLX (Isuzu petrol). After approaching General Motors they insisted on part ownership. launched in 1982. It was based on the 1970s vintage Vauxhall victor. where three largest car manufacturing companies are located.A. ➢ Tata ➢ Mahindra and Mahindra ➢ Maruthi ➢ Hindustan motors PREMIER The story of premier is the story of one man‟s vision. 2.1. Hindustan Shipyard Limited BUILDING INDIA’S FIRST AUTO FACTORY Seth Walchand Hirachand has first started the trails to establish an Indian car manufacturing plant in Indian for which he went to U. There were three versions of this car . He wants Indian company to be completely independent. was one of the few luxury cars manufactured in the country in the 1980s and 1990s.THE CONTESSA YEARS: . turbo). with Indian management capital and employees. Seth Walchand Hirachands.S. While it was initially launched with the 1489cc engine found in the Ambassador. The last Contessa rolled out in 2002. Seth 49 . the Contessa was soon given the Isuzu engines.The Hindustan Contessa. He not only give India its first car factory but also the country‟s first aircraft factory Hindustan Aeronautics Limited and the country‟s first modern ship yard.
It was everything that a taxi driver wants. The TATA SUMO. But fiat decided to stick it out and committed itself full-fledged manufacture of the Millicent in 1954. launched in 1994. packed their bags and went home. The biggest customers for PAL‟s were Bombay‟s taxi drivers. PAL singed up with Fiat to assemble the Fiat 500 in India. the tariff commission spelled out future for the auto industry – indigenize or get out. This period was a shared birthing time for the Indian commercial vehicle industry – Premier Automobiles in league with Chrysler. Telco‟s biggest triumph came in 1985 in the LCV segment. which had assembly operations in India. The 407 immediately captured 70 per cent of the market. as its full name suggests. a brand new product from bumper to tail-light. which refused. Telco or the Tata Engineering and Locomotive Company. easy to drive and reasonably tough.Walchand then moved to second largest automaker Ford. low on running cost. PAL and FIAT launched the Fiat 1100 DELITE in India. Finally the third largest automaker Chrysler agreed and singed in an agreement in Bombay in 1940. TATA Motors: Established in 1945. Companies like Ford and GM. Henry agreed. THE ARRIVAL OF FIAT: In 1951. In sep 1964. The director in charge from the Tata side was Sumant Moolgaonkar. Telco‟s tryst with vehicle manufacture came in 1945 when it signed a 15-year agreement with DaimlerBenz AG of Germany to manufacture commercial vehicle. In 1952. The Padminies were easy for maintenance in terms of spares and labor cost. The Tata 407. was designed and marketed by Telco to take on the technically superior Japanese products. but delegated the project to Ford of Canada. Hindustan Motors with General Motors and Ashok Leyland with British Leyland – which all started truck production around the same time. turned out to be the success story of the decade. started out making steam locomotives for the Indian Railways. 50 .
Mahindra during his tenure in the United States had met Berney Roos. but after Independence Ghulam Mohammed migrates to Pakistan. Pandit Nehru has a dream of building a modern. the most important landmark of 1998 was not the Safari. 2001 also saw the company exit its joint venture with Daimler-Benz.J R D Tata‟s birth anniversary. And inspired by Nehru‟s vision are two brothers. On 29 July 2003. Tata officially launched the much-awaited Indica. The Tata juggernaut continued to roll across the Indian auto industry with the launch of the Indigo Marina in 2004 MAHINDRA & MAHINDRA: The story starts sometime in the 1940‟s. The collaboration between M&M and its original partner Kaiser Jeep Corporation and later American Motor Corporation is for the phased manufacture of CJ3B Jeep. Tata launched the Indigo saloon. Unlike the Sierra. On October 2nd 1945. the Safari was made with modern manufacturing and design processes to ensure new-found levels of quality and to take the company a step closer to its ambition of becoming a global carmaker. On 30 December 1998. The first vehicles are assembled in Mazaogaon in Bombay. And it was also a product of the government‟s eccentric excise duty regulations at that time. the company was renamed Tata Motors Limited.C. based on the Indica platform. The first M&M built Willy Overland Jeep rolled 51 . Yet. With his departure Mahindra & Mohammed is renamed by Mahindra & Mahindra in 13thJanuary 1948. Roos was the inventor of rugged „General Purpose‟ vehicle or the Jeep. 1998 was a landmark year for Tata – it launched the Tata Safari. Kailash Chandra Mahindra and Jagadish Chandra Mahindra.The Sumo was conceptually a brilliant vehicle. K. In 2002. The Jeep had earned reputation in the battle fields of World War II. The company is named Mahindra and Mohammed. the Mahindra brothers joined hands with Ghulam Mohammed to set up a company to assemble American Willys Jeeps in India. Estate and Sumo that were designed and developed using rudimentary manual methods. industrially advanced nation.
Six years later. The Cabinet passed a unanimous 52 . The car never went into production and the company went belly-up in 1977.6 litre turbo-diesel engine developed 109bhp. envisioned the manufactured of an indigenous cost-effective. The story of Maruthi dates back to the 1970‟s. Her son. The 2. a completely indigenous product that took Mahindra & Mahindra 6 long years to design and develop. Sanjay Gandhi. Five years later. lowmaintenance compact car for the Indian middle-class. from a utility vehicle-maker to a lifestyle SUV manufacturer MARUTHI: It began with the promise of being the „People‟s Car‟. Vehicle model Mahindra MM 540 Commander Mahindra Armada Voyager van Escort (M&M-ford) Bolero Scorpio Year of launching 1985 1991 1993 1996 1996 1996 2002 Scorpio launched in 2002. in 1954. The Scorpio has been the vehicle of M&M‟s change. Indira Gandhi was the prime minister of India. it rose like a phoenix from the ashes and changed the Indian automotive sector forever for the company Maruthi Udyog Ltd. The Scorpio has played a critical role in changing the perception and brand image of the country. At one point 70 per cent of the sales were assured by army and government.out of the Mazaogaon plant on 3 June 1949. the first completely indigenous Jeep rolled out of the factory floor.
three-cylinder power plant produced 39.5bhp at 5500rpm. with its compact size. The 796cc. THE NEW MARUTHI: In 2005. The Maruthi 800. 000. cost approximately Rs 15. friendlier alternative. THE CAR THAT CHANGED INDIA The Maruthi 800 was essentially a Suzuki SS80. The car cost Rs. offered the Indian motorist a cheaper. for the first time in its 20-year history. launched in June 1986.resolution for the development and production of a „People‟s Car‟. On 14thDecember 1983. The new Maruthi. which was called the Fronte in Japanand Altoin most of the other markets.48.000 more than the outgoing model. The name of the car was chosen as „Maruti‟. A team of engineers from Maruthi worked on the design of the Swift in Hamamatsu. Harpal Singh became Maruthi‟s first customer as he received the keys of his Maruthi 800 car from Prime Minister Indira Gandhi. nimble handling and perky engine. in-line. Model Maruthi 800 Maruthi Omni Maruthi Gypsy Maruthi 1000 Maruthi Zen Year of launching Model 1983 1984 1985 1990 1993 53 . The Swift signaled the importance of the Indian market in the world. Suzuki‟s headquarters in Japan. Maruthi launched the Swift. Maruthi marked the beginning of a revolution in the Indian automobile industry.
the government announced its decision to allow foreign auto companies to enter with a 100% stake or wholly-owned subsidiaries. ➢ Mercedes Benz and Tata Motors. Hence the only method of entry for an MNC then was through a joint venture with a local partner. government regulations limited a foreign company‟s stake to a maximum of 51 percent of the equity. ➢ GM and CK Birla to form GM India. The most preferred partner was an existing automaker. In 1994-95 saw the announcement of quite a few JV‟s. And car makers are learning some very hard truths. In 1995.Maruthi Esteem Maruthi Baleno Maruthi Wagon R Maruthi Alto Maruthi Versa Maruthi Swift Maruthi Zen Estilo Maruthi SX4 Maruthi Suzuki Grand Vitara 1994 1999 1999 2000 2001 2005 2006 2007 2007 The other cars which have their share in the Indian Auto Mobile industry are: The Indian auto industry has exploded in the last 14 years. This changed the dynamics of joint 54 . ➢ Premier and Peugeot to form PAL-Peugeot. Between 1993 and 95. ➢ M&M and Ford to form Mahindra-Ford India. it was only in 1993 that the automobile industry was finally relicensed and the restrictions were removed. While the economic reforms process was kicked of in 1991.
ventures in India. The other automobile industries which play a crucial role in the Indian automobile industry are: ➢ General Motors India ➢ Mercedes-Benz ➢ Hyundai Motors ➢ Honda SIEL ➢ Toyota ➢ Skoda India Volkswagen Deboo motors 55 .
designed specifically for attaining the marketing objectives of the firm/business unit. it should achieve a sales revenue of Rs. Marketing strategy is the complete and unbeatable plan. Marketing strategy is most effective when it is an integral component of corporate strategy.000 crore and a net profit of 15 percent of sales revenue. the competition and the market segments or target markets the company wishes to pursue. if the marketing objectives of a business unit stipulate that next year. the marketing strategy provides the design for achieving them. and corporate goals. A strategic marketing plan usually evolves from an organization‟s overall corporate strategy and serves as a guide for specific marketing programs and policies.LITERATURE REVIEW Marketing strategy and analysis: A marketing strategy is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage. As the customer constitutes the source of a company's revenue. Any organization that wants to exchange its products or services in the market place successfully should have a Strategic Marketing plan to guide the allocation of its resources. Marketing strategy is based on a situation analysis. Marketing strategy forms an integral part of marketing planning. For example.a detailed assessment of the current marketing conditions facing the company. marketing 56 . or its individual brands. its product lines. From this situation analysis. and competitors in the market arena. corporate missions. it is the job of marketing strategy to indicate how and wherefrom this sale and profit will come. The marketing objectives indicate what the firm wants to achieve. affirm develops an understanding of the market and the various opportunities it offers. prospects. defining how the organization will successfully engage customers. 1. which product lines/products/brands will accomplish this task and how. It is partially derived from broader corporate strategies.
The three together constitute the marketing strategy platform of the given product 57 . formulation of marketing strategy consists of three main tasks: 1. Selecting the target market. Once the detailed market analysis has been completed and marketing objectives have been established. the way it is positioned and how the marketing mix is organized. This input. positioning and marketing mix together show how and using what uniqueness or distinction. the promotional program element must be combined with all other program elements in such a way as to achieve maximum impact. since this plan serves as the road map. pricing. This analysis may make extensive use of market research as an input into the planning process. The target market shows to whom the unit intends to sell the products. to follow in achieving marketing goals. This implies that the essence of the marketing strategy of a firm for a given product or brand can be grasped from the target market chosen. 3. Of course. A key component of marketing strategy is often to keep marketing in line with a company's overarching mission statement. FORMULATING THE MARKETING STRATEGY Basically. Assembling the marketing mix. distribution and promotion decisions.strategy is closely linked with sales. in turn. each element in the market mix must contribute to a comprehensive integrated marketing program. Each of these steps requires a detailed analysis. provides the basis for the development of marketing strategies in regard to product. the unit intends to sell. 2. Positioning the offer. MARKETING AND PROMOTIONS PROCESS MODEL: Development of marketing program requires an in-depth analysis of the market.
which segment/segments. One has to carry out several tasks besides segmentation before choosing the target market. Marketing targeting simply means choosing one‟s target market. the firm should select as its target market. Segmentation is actually tee prelude to target market selection. It does not fully bring out the import of the inseparable linkage between the two. A selection is thus involved in it. When the selection of the target market is over. There may be segments that are sizeable and the ones that are not so sizeable. an important part of the marketing strategy of the product is determined. There may be segments assuring immediate profits and the ones that call for heavy investments in market development. but display tough barriers to entry.Kerin.Berkowitz. assumes crucial importance. There may also be segments that show great potential. defined and expressed. Roger A. which was said by Eric N. It needs to be clarified at the outset that market targeting is not synonymous with market segmentation. But all these segments need not form its target market. Marketing segmentation is a process that throws up not one but several market segments. the question. and William Redulius.SELECTING THE TARGET MARKET To say that target market selection is a part of marketing strategy development is just stating the obvious. a firm divides the market into many segments. The Segmentation process involves five distinct steps: ➢ Finding the ways to group consumers according to their needs. As such. STRATEGIC MARKET SEGMENTATION: Market Segmentation is “dividing up a market into distinct groups that first have Common needs and second will respond similarly to a marketing action”. Through segmentation. Target market signifies only those segments that it wants to adopt as its market. 58 .
➢ selecting the target segments toward which the firm directs its marketing actions.➢ Finding the ways to group the marketing actions – usually the products offered – available to the organization. Markets can be segmented using several relevant bases. and buying behavior of the consumer‟s forms yet another base. ➢ Taking marketing actions to reach target segments. It is defined as “the art and science of fitting the product or service to one or more segments of the broad market in such a way as to set it meaningfully apart from competition. In positioning. the firm decides how and around what parameters. It facilitates the brand to get through to the target consumers. education level etc.” Positioning is the act of fixing the locus of the product offer in the minds of the target consumers. The significance of product positioning 59 . demographic Characteristics of consumers. form one base for segmentation. the product offer has to be placed before the target consumers. Geographic characteristics constitute another. sex. such as age. income/purchasing capacity. The various types of segmentations are Geographic segmentation Demographic segmentation Psychographic segmentation Buyer behavior Benefits segmentation Volume of purchase segmentation POSITIONING: Positioning is a platform for the brand. ➢ Developing a market-product grid to relate the market segments to the firm‟s products or actions. For example.
“Positioning refers to the place a brand occupies in the mind in relation to a given product class. if any.can be easily understood from David Ogilvy’s words: “The results of your campaign depends less on how we write your advertising than on how your product is positioned”. “ The aim of product positioning is to create a perception for our brand in the prospect‟s mind so that it stands apart from competing brands… we must cover that space in the consumer‟s mind as if we had won a long-term lease. The concept now refers to the place that the brand holds in the consumer‟s mind related to perceptions and preferences”. What position. What position do we want to own? 3. What companies must be outgunned if we are to establish that position? 4. Do we have enough marketing money to occupy and hold the position? 5. in his book Brand Positioning says. DEFITIONS OF PRODUCT POSITIONING: Sengupta. Developing a Positioning Strategy: To create a position for a product or service. 1. Do we have the guts to stick with one consistent positioning strategy? 6.” Micheal Rothschild. We must find a strong position in that mind and sit on it…. in his book Marketing Communications – from Fundamentals to Strategies says. do we already have in the prospect‟s mind? 2. Does our creative approach match our positioning strategy? 60 . This place was originally a product-related concept “concerning market structure”. Trout and Ries suggest that managers ask themselves six basic questions.
It is evident that for any product. Once product category positioning is decided. the two terms are synonymously and interchangeable used. it is the broad function that the product is trying to serve that matters. And brand positioning denotes the positioning of the brand viz-a viz the competing brands in the chosen product category. In the first step. product positioning and brand positioning. against what all products it has to compete. This choice of product category will decide the nature of the competition the product is going to face.PRODUCT POSITIONING AND BRAND POSITIONING: It is essential to understand the relationship between products positioning and brand positioning. Product positioning denotes the specific product category/product classing which the given product is opting to compete. the product category where the new entrant should enter and compete. technically they are different. what are the substitute products that serve the same need? Where is the real gap. the position for the new entrant against competing brands in the chosen product category has to be analyzed and fixed. In this step. where is such a new offer most welcome and wanted by the market? What are company‟s competencies to fight here? 61 . has to be decided. i. ISSUES IN PRODUCT POSITIONING: Where is the new offer going to compete? As what? Which product function/customer need is it trying to meet? What other product categories serve this need? In other words. Though in discussions. before entering the market it has to sequentially carry out the two exercises.e.
even products that are faring well are repositioned.ISSUES IN BRAND POSITIONING: In deciding the Brand positioning. while formulating the marketing mix too. The Product Differentiation and Positioning discusses the multifarious issues involved in the subject. PRODUCT REPOSITIONING: Products do undergo „repositioning‟ as they go along their life cycle. the issues are: Which are the competing brands in the chosen product category? What are the unique claims/strengths of the various brands? What position do they enjoy in consumer‟s evaluation and perception? What is the most favored position…? And yet vacant? Can the new brand claim the needed distinction and take the position and satisfy the need? The major dimension of marketing strategy relates to positioning of the offer. What is the locus the firm seeks among the customers in the chosen target market with its offering? How would the firm want the consumer to view and receive the offer? These are the issues the firm has to grapple with in positioning. This is done mainly to enlarge the reach of the 62 . what is the conjunction between these two entities? How do they get connected? What is the interface? In other words. Now. And. The firm has already selected the target market and decided its basic offer. In some cases. the firm will agitate over these issues.
THE PROMOTIONAL MIX Advertising Direct marketing Interactive marketing Sales promotion Publicity/ public Relations Personal selling 63 . While implicit communication occurs through the various elements of the marketing mix.product offer and to increase the sale of the product by appealing to a wider target market. The product is provided with some new features or it is associated with some new target segments. most of an organization‟s communications with the market the basic tools used to accomplish an organization‟s communication objectives are often referred to as the promotional mix. PROMOTIONAL DECISIONS: Promotion has been defined as the coordination of all seller initiated efforts to set up channels of information and persuasion in order to sell goods and services or promote an idea and products.
The paid aspect of this definition reflects the fact that the space or time for an advertising message generally must be bought. product. It is also very important promotional tool. budgets. Direct Marketing is much more than direct mail and mail order catalogs. probably because of its pervasiveness. the Internet. whereby a product is promoted through an ad that encourages the consumer to purchase directly from the manufacturer. economy is direct marketing. 64 . and strategies. It is a very cost-effective method for communicating with large audiences. including database management.Advertising Advertising is defined as any paid form of non personal communication about an organization. whose products and services are targeted at mass consumer markets. or idea by an identified sponsor. in which organizations communicate directly with target customers to generate a response and a transaction. Advertising is the best-known and most widely discussed form of promotion.S. It involves a variety of activities. It can be used to create brand images and symbolic appeals for a company or brand Direct Marketing One of the fastest-growing sectors of the U. telemarketing and direct response ads through direct mail. service. direct selling. and various broadcast and print media. It has become such an integral part of the IMC program of many organizations and often involves separate objectives. whose advertising space or time is donated by the media. An occasional exception to this is the public service announcement. particularly for companies. One of the major tools of direct marketing is direct response advertising. we view direct marketing as a component of the promotional mix.
product.Interactive/Internet Marketing: Interactive media allow for the back-and-forth flow of information whereby users can participate in and modify the form and content of the information they receive in real time. the new media allow users to perform a variety of functions such as receive and alter information and images. sampling. Another advantage of publicity is its low cost. the distributors. respond to questions and of course make purchases. It usually comes in the form of a news story. which are oneway in nature. Like advertising. distributors and retailers. sweepstakes. Sales Promotion: The next variable in the promotional mix is sales promotion. Trade-oriented sales promotions are targeted towards marketing intermediaries such as wholesalers. Publicity/Public Relations: Publicity refers to non personal communications regarding an organization. Public relations are defined as “the management 65 . Unlike traditional forms of marketing communications such as advertising. Kiosks. which is generally defined as those marketing activities that provide extra value or incentives to the sales force. make inquiries. editorial or announcement about an organization and its products and services. sales promotion is generally broken into two major categories: Consumer-oriented and Trade-oriented activities Consumer-oriented sales promotion is targeted to the ultimate user of a product or service and includes couponing. contests. An advantage of publicity over other forms of promotion is its credibility. publicity is not directly paid for by the company. rebates. premiums. since the company is not paying its time or space in a mass medium such as TV. and interactive television. or idea not directly paid for or run under identified sponsorship. other forms of interactive media include CDROMs. and various pointof-purchase materials. service. or the ultimate consumer and can stimulate immediate sales. In addition to the Internet. radio or newspapers.
personal selling involves direct contact between buyer and seller. Since marketing is essentially an interaction between the marketing mix and environmental variable. the marketing manager will take due note of the 66 .function which evaluates public attitudes. Involved in this process are the choice of the appropriate marketing activities and the allocation of the appropriate marketing effort/resources to each one of them. either face-to-face or through some form of telecommunications such as telephone sales. Personal selling involves more immediate and precise feedback because the impact of the sales presentation can generally be assessed from the customer‟s reactions ASSEMBLING THE MARKETING MIX: Assembling the marketing mix means assembling the four Ps of marketing in the best possible combination. Public relations generally have a broader objective than publicity. while assembling the marketing mix. It then chooses the combination/mix of products. place and promotion that is best according to its judgment. marketing becomes synonymous with assembling and managing the marketing mix. It considers different marketing mixes with varying levels of expenditure on each marketing activity and tries to figure out the effectiveness of different combinations in terms of the possible sales and profits. as its purpose is to establish and maintain a positive image of the company among its various publics. and since the latter and non-controllable. identifies the policies and procedures of an individual or organization with the public interests and executes a program of action to earn public understanding and acceptance”. price. Of course. Unlike advertising. The firm has to find out how it can generate the targeted sales and profit. Personal Selling: It is a form of person-to-person communication in which a seller attempts to assist and persuade prospective buyers to purchase the company‟s product or service or to act on an idea.
Subsequently. It was Jerome McCarthy. Niel H. who sometimes follows a recipe developed by others and sometimes prepare his own recipe. which a marketer designs and caries out in his effort at winning customers. place. experiments with ingredients as no one else has tried before. promotion and pricing. The marketing mix is the sole vehicle for creating and delivering customer value. relate to one or the other of the above four elements. The Four Ps of Marketing: It was James Culliton. another noted marketing expert. And. each beginning with the alphabet “P”. To quote him. there are several sub-elements. packaging is one of the sub-elements of product and warehousing is one of the sub-elements of distribution. he will ensure that his marketing mix suits the environmental variables. the well-known American professor of marketing.product. 67 .Borden. It can also be seen that in each of these elements. For example. popularized the concept of marketing mix. It can be easily seen that all activities and programmes. distribution. And. sometimes he adapts his recipe to the ingredients that are readily available and sometimes invents some new ingredients. who coined the expression marketing mix and described the marketing manager as a mixer of ingredients. MARKEGING MIX: THE SOLE VEHICLE FOR CREATING AND DELIVERING CONSUMER VALUE The four elements mentioned above. promotion and pricing constitute the marketing mix of the firm. or.environmental variables Not only will he take due not of them. He classified the marketing mix variables under four heads. who first described the marketing mix in terms of the four Ps.product. a noted marketing expert. its factor that renders the task much more complex. `The marketing man is a decider and an artist – a mixer of ingredients.
We have also seen that a firm can assemble the marketing mix elements in many different ways. depending on the relative weight age it assigns to the different elements. MARKETING STRATEGIES FALL UNDER TWO CATEGORIES We have seen that target market selection. there are only two broad routes available for forging marketing strategies: any strategy has to be ultimately either a price-oriented strategy or a differentiation-oriented strategy 68 . Over the years. a close scrutiny will reveal that all these strategies can be fitted into two broad categories 1. it is through the marketing mix that the marketing manager achieves the marketing objectives. However. 2. In other words.The Four Ps Product Place Price Promotion McCarthy has provided an easy-to-remember description of the marketing mix Variables. the terms – Marketing mix and Four Ps of marketing have come to be used synonymously. Assembling and managing the marketing mix is the crux of the marketing task. As a result. The scope to carve out different combinations is. positioning and marketing mix formulation together constitute marketing strategy. Price oriented marketing strategy. business firms are able to employ an abundance of strategies and strategy stances in their relentless race to stay ahead of competition. And. in fact immense. Differentiation oriented marketing strategy.
scale economies. DIFFERENTIATION ORIENTED MARKETING STRATEGY: The differentiation route of strategy revolves around aspects other than price. early entry. a firm adopting such route can price its product on the perceived value of the attributes of the offer and not necessarily on competition-parity basis.PRICE ORIENTED MARKETING STRATEGY: Firms taking to the price route in marketing strategy compete on the strength of pricing. vocational advantage. 69 . Price route requires cost leadership. or synergy among the different businesses. a firm should have consciously taken to the idea sufficiently early in its evolutionary process and prepared itself for adopting such a strategy. It should be enjoying an overall cost leadership in the given industry and its lower cost should enable it to secure above average returns inspire of strong competition. To successfully practice a price-led strategy. The cost advantage can emanate from different factors like. And. Product differentiation is of vital importance in product management and has great potential in forgoing successful marketing strategies. They use price as their competitive lever. While all the 4Ps of marketing are important elements from the point of view of strategy. They can afford to offer lower prices and still make the targeted profits. They juggle the price of their product to suit the prevailing competitive reality. a firm opting for the price route will have to have a substantial cost advantage in their operations. the other Ps normally go as elaborations of the offer. The firms whole strategy. while the product forms its core. and a large market share built over a period of time. Maximum scope for exploiting differentiation remains with the product. They elbow out competition with the cushion they enjoy in the matter of pricing. It works on the principle that a firm can make its offer distinctive from all competing offers and win through the distinctiveness. in fact will revolve around building such cost advantage. evidently.
The tangible product attributes and functions are Differentiation based on ingredients. Tangible product attributes and functions. 2. Service 70 .The product can be differentiated along two major planks: 1. Differentiation based on Quality. Operational Efficiency. Technology. Intangible characteristics and emotional associations. Packaging contributing to differentiation. Differentiation based on functional value. Differentiation based on additional features.
CHAPTER – 4 71 .
1 (c) Endeavour (d) Fusion % of the customer 30 25 15 10 20 100% % of customers 20% 10% 15% 25% 30% Fiesta Ikon Endeavour Fusion Figo Fig. no.1 Interpretation: This question is meant for taking the information regarding the most preferred car in the Ford cars. No.ANALYSIS AND INTERPRETATION 1. From the above graph it is found that most preferred vehicle of Ford cars is Fiesta. Which of the following Ford car you own? (a) Fiesta (b) Ikon Name of the car Fiesta Ikon Endeavour Fusion Figo Total Table. 72 .
2 No.2 Interpretation.no. of customers 18 46 26 10 100 No. 73 .2. of customers 10% 26% 18% Style/design Comfort Ford brand 46% Service Fig. Comfort (C). From the data we can position our product to the comfort seeking group of people. Service Customers preference Style / design Comfort Ford brand Service Total Table. What do you like most about your Ford car? (A). Style/design (B). Ford brand (D). No.This question is meant to know the customers preferences and likes towards the cars.
of customers 4 18 24 40 14 100 No.3 Interpretation: From this question we can position the cars according to the customer‟s perspectives. Many of the Ford customers are buying the cars by seeing its Brand Name only. 74 . of customers satisfied with the fuel efficiency is very low. The no. of customers 14% 4% 18% Fuel efficiency Low maintenance 40% 24% Sound quality Brand name Durability Fig.3.3 No. what do you feel great about your car when compared in the market? (A) Fuel efficiency (B) Durability(C) Low maintenance (D) Sound quality (E) Brand name Customer perspective Fuel efficiency Low maintenance Sound quality Brand name Durability Total Table No. To other cars.
no.4 Most of the Ford customers came to know about their vehicle through Advertisements only. of customers 10% 18% 6% 50% 18% Rriends. The major media that attracted the customers is television. relatives Advertisement Car experts Sales people visit Auto magazines Total Table No. relatives (buzz) (B) Advertisements(C) Car experts (d) Sale‟s people‟s visit (E) Auto magazines Sources of awareness Friends . 75 .4 No of customers 18 50 6 18 10 100 No.4. relatives Advertisement Car experts Sales people visit Auto magazins Fig. How did you come to know about this car before purchasing? (A) From friends.
5 No. 12% of respondents felt that the promotion was Average. It is clear that promotion of the Figo by Fortune Ford was good. How do you rate the promotion of FIGO by Fortune Ford? (A) Excellent (B) Very good (C) Good (D) Average (E) Poor Rating Excellent Very good Good Average Poor Total Table no. 28% of respondents felt that the promotion was Very good. of customers 10 28 52 10 0 100 No.no. 52% of respondents felt that the promotion was good. and 8% of respondents felt that the promotion was poor.of customers 0% 10% 10% Excellent 28% 52% Very good Good Average Poor Fig. 76 .5. 10% of respondents felt that the promotion was Excellent.5 It has been observe From the table and graph above it can be seen that.
Where do you get your car serviced regularly? (A) At authorized service centre (B) At a local workshop near my home Place of service At authorized center At a local workshop near my house Total Table.6.6 No. No.no. of customers 18% At authorized center At a local near my house 82% Fig. From this we come to know what the importance of authorized service centers for car is. of customers 82 18 100 No.6 Most of the Fortune Ford customers are interested to service their vehicles only at the authorized dealers. 77 .
no.7. of customers 21 6 20 3 100% No. 8. Which type of finance do you prefer? (A) In house finance (B) Out house finance (C) No difference between the two 78 . Customers are asking for min interest on financial help provided by the banks. of customers 3% 21% 20% ICICI HDFC SBI OTHERS 6% Fig. No.7 Most of the customers prefer ICICI and SBI banks for taking financial help while purchasing a car. Which bank do you prefer in getting financial help while purchasing a Car? (A) ICICI (B) HDFC (C) SBI (D) Others Name of the bank ICICI HDFC SBI OTHERS Total Table.7 No.
8 No. of customers 60 24 16 100 No. 9. 8 Interpretation: It has been observe that most of the customers prefer house finance help while purchasing a car.Type of finance In house finance Out house finance No difference between the two Total Table No. To which media do you get expose regularly? 79 .of customers 16% In house finance 24% 60% Out house finance No difference between the two Fig No.
no. 80 .(A) Televisions (B) Magazines (C) News papers (D) F. 9 From this analysis we come to know that most of the customers are interested in watching televisions. of customers 52 14 32 2 100 No. of customers 2% 32% 52% Television Magazines News paper 14% FM/ Radio Fig.M/Radio Media Televisions Magazines News paper FM/ Radio Total Table No. which is a good media for communicating with people and delivering our intentions about product.9 No.
of customers 20 8 40 32 100% No. 10 This question is meant to know the interests and preferences of customers towards T.V.V. More than quarter of the sample size showed interest only on the entertainment channels and next preference goes to the regional news channels. What’s your opinion on the price list of Ford cars? (A) Affordable by common man (B) Affordable only by rich man (C) Can‟t say 81 . of customers 20% 8% National news channel Sport channel Entertainment channel 32% 40% Regional channel Fig. No.10 No. 11. Channels National news channel Sport channels Entertainment channel Regional news channel Total Table. channels.10. channels do you watch regularly? (A) National news channels (B) Regional news channels (C) Sports channels (D) Entertainment channels T. no. Which kind of T.V.
11 No. of customers 10% 30% Affordable by common man Affordable by only rich man 60% Can't say Fig. What kinds of offers do you like or expect from the dealer? (A) Free Insurance (B) Special discount on sale of cars (C) Extending the service period 82 . 12.Customer opinion on pricelist of ford car Affordable by common man Affordable by only rich man Can‟t say Total Table. These cars are too expensive for an economic/common man of the society. No. of customers 30 60 10 100 No. 11 More than 80% of customers think that Ford cars are affordable only by rich men. No.
13. What more do you expect from your dealer? (A) Information about new cars (B) Information about service and mileage 83 . 12 The chart shows that the most of customers likely expected to the dealer to extend the service period.(D) Finance availability with 0% interest Offers Free insurance Special discount on sale of cars Extending the service period Finance availability with 0% interest Total Table No. of customers 22% 18% 6% Special discount on sale of cars Extending the service period Finance insurance 54% Finance availability with 0% interest Fig. of customers 18 6 54 22 100 No.12 No. No.
14. of customers 68 8 20 4 100 No. How do you feel when an unknown sales person approaches you by knowing your full details to demonstrate about any product? (A) I will not respond (B) Lost my privacy (C) Interested in knowing (if I feel a need of it) 84 . 13 Most of the customers are expecting the information about service and mileage regarding the cars from the dealer. of customers 4% 20% 8% 68% Information about service and milage Assistance regarding lones and insurance Understanding customers needs Information about new car Fig. From the above analysis we come to know about the customer‟s expectations and their post purchase service demands from the dealer.13 No. No. No.(C) Assistance regarding loans and insurance (D) Understanding customer needs Expectations of customer Information about service and mileage Assistance regarding loans and insurance Understanding customer needs Information about new car Total Table.
Customer opinion I will not respond Lost my privacy Interest in knowing, If I feel a need of it Total Table no.14
No. of customers 22 10 64 100
No. of customers
I will not respond
Lost my privacy Interest in working, If I feel a need of it
Fig No. 14
This question is prepared indirectly to know about the customer‟s opinion about the Data Bank maintenance by the Fortune Ford. In reply majority of the customers gave a positive reply by showing interest in knowing about the cars when a sales person gives a detailed description about the cars. 15. Have you come across any promotional event conducted by Fortune Ford during last one month? (A) YES (B) No
Customer opinion Yes No Total Table No.15
No. of customers 61 49 100
No. of customers
Fig. No. 15 From the table and graph above it can be seen that 61% of respondent‟s come across promotion of Fortune Ford and 49% do not come across promotion of Fortune Ford. As the Fortune Ford promoted and conducted events for Figo.
16. Would you recommend Ford “go fida” to your friends and relatives? (A) Recommended (B) Not recommended
Recommend respondents 62
Not recommend 38 Table no.16
No. of respondents
Recommend Not recommend
Fig no. 16
From the table and graph above it can be seen that 62% of respondents recommend Figo to your friends and relatives and 38 % of respondents don‟t recommend Figo to your friends and relatives. Most of the respondents would recommend Figo to the friends and relatives.
17. Whom do you suggest as a right person for promoting a car? (A) Sports person (B) Film stars (C) Car expert (D) Any celebrity
17 Most of the customers of Ford suggest a film star as the best ambassador.17 No. What other brands did you seriously consider before making this car purchase? (A) Hyundai (B) Chevrolet (C) Maruthi (D) TATA (E) Toyota 88 . Because many of them get attracted only to their favorite film stars other than other brand ambassadors 18. No.Customer suggestion Sports persons Film star Car expert Any celebrity Total Table No. of customers 36 42 14 8 100 No of customers 8% 14% 36% Sports persons Film star Car expert 42% Any celebrity Fig.
of customers 33 15 24 18 10 100 No. 89 . of customers 10% 18% 33% Hyundai Scoda Maruti 24% 15% Honda Toyata Fig.18 No. 19.no. Skoda occupies the second place in their preference.Brand name Hyundai Skoda Maruti Honda Toyota Total Table No.18 Most of the Ford customers are opting for Hyundai when they are asked to consider a brand other than Ford. As per you which vehicle comes close to Figo.
(A) Maruti Swift (B) Hyundai i10 (C) Chevrolet Spark (D) Tata Indica (E) others No. 30% of respondents feel that the Vehicle that comes close to Figo is Hyundai i10. Most of the customers feel that Maruthi Swift comes close to the Figo. and 10% of respondents feel that various other Vehicles comes close to Figo . 7% of respondents felt that the Vehicle that comes close to Figo is Tata Indica.of customers 7% 16% 10% 37% Maruti Swift Hyundai i10 Chevrolet Spark Tata indica 30% Others Fig No. 22% of respondents feel that the Vehicle that comes close to Figo with Chevrolet Spark. of a customers 37 30 16 7 10 100 Rating Maruti Swift Hyundai i10 Chevrolet Spark Tata indica others Total Table No. For which automobile company you finance more loans in a month. 20. 19 From the above chart it can be observe that. 90 . 37% of respondents feel that the Vehicle that comes close to Figo is Maruthi Swift.19 No.
30% for Maruti Suzuki and 20% Mahindra & Mahindra and 15 for Ford motor . No. of sanction loans 17% 16% Hyundai 19% 15% Honda Maruti Suzuki Mahindra & Mahindra 28% Ford Fig. 20: It has been observe the banks are sanctioning loan in a month 15% for Hyundai motor.(A) Hyundai (B) Honda (C) Maruti Suzuki (D) Mahindra& Mahindra (E) Ford Automobile company Hyundai Honda Maruti Suzuki Mahindra & Mahindra Ford Total Table. no. of sanction loans 16 15 28 19 17 100 No.20 No. 21. Are you (to bank manager) interested if I conduct a event show of “go fida” “ford FIGO” and “ford FIESTA” in your branch compound? 91 . 15% for Honda motor. Sir.
Yes Respondents 100 No 0 Table No. no 21 The above chart shows the popularity of Ford “go fida”. that all bank managers want to conduct a event show of “go fida” in their branch compound. 20 Total 100 No. 92 . of respondents 0% Yes 100% No Fig.
CHAPTER – 5 FINDINGS 93 .
Now-a-days people are Brand conscious. They cannot effort more. Maintenance of Ford vehicles is more. The brand image of FORD is Excellent. No car in the hatchback segment is competitor for Figo and Fiesta. Everyone is aware of Ford as it is the fourth largest automobile company. Ford. Ford is positioned in the minds of people as high maintenance that is the one of the reason why Ford is not a big success in the Indian market The products “go fida” the “ford FIESTA” and “ford FIGO” many features when compared to any car in hatchback segment. Products or Services having a good Brand image has got a great range of influence on buying behavior. Brand awareness has got a great range of influence on buying behavior. In Hyderabad most of the people are think that Ford vehicles are for urbane people. Everyone in the market is comparing the ford to Maruthi swift as Maruthi is the leader for the hatchback segment. In hatchback cars millage plays a major role on buying behavior. Major competitor of Ford Figo is Maruthi Swift. 94 . Its product Swift is a success model. ABS with EBD etc. Promoting a product and creating awareness through conducting event show in different areas of a pre plane with bank manager and meeting with customer personally has an influence on the people rather than non-personal channels. People who are choosing hatch back car segment are mostly from employees and middle class. Figo is having a number of features like dual air bags.
of customers satisfied with the fuel efficiency is very low. The popularity shows that most of the customers would recommend Ford Figo to the friends and relatives. It has been observe the banks are sanctioning loan in a month 15% for Hyundai motor. Most of the customers prefer ICICI and SBI banks for taking financial help while purchasing a car. Most of the Ford customers came to know about their vehicle through Advertisements only. RECOMMENDATION 95 . Customers are asking for min interest on financial help provided by the banks. Customer‟s perspectives. 30% for Maruti Suzuki Mahindra and 15 for Ford motor . and 20% Mahindra & Peoples are very aggressive and enthusiastic to meet with brand promoter during event show. The no. The major media that attracted the customers is television. 15% for Honda motor. Most of the people want to see entertainment channels and next preference goes to the regional news channels. Many of the Ford customers are buying the cars by seeing its brand name only. It has been observe that Hyundai i1o comes close to Ford Figo.
Through promotion will go to the long distances. Begumpet etc. Everyone who had a look at the car likes it. like Banjara Hills. QUESTIONNAIRE Name : ……………. For the reaching of the target audience media is the best way. Advertisements through televisions can influence many categories of people. As it is a newly launched model of the Ford it is the time to capture market of the hatchback car segment.V except “go fida “ the “ford FIGO” and “ford FIESTA”. 96 . Jubilee Hills. Fortune ford should poster of the “go fida “ the Ford Figo and ford Fiesta and put it in all bank branches. Fortune Ford has to concentrate on new strategies for the promotion of Ford Figo. . Please try to increase the number of Service centers.. because now many customer are firstly approaching for car loan in bank and they make their decision there for good car. Ford has to utilize the media for the promotion of Figo.. where many customers feel it easy to go to service centers. after seeing the rear window of the back doors they are not showing any interest. Please provide information about new cars along with their price lists at least once in 6 months.. Currently Figo is having a good response in the market. And keep Service Stations at main locations of the city. Try to provide financial facility of all customers at minimum interest. So try to concentrate on this segment. We don‟t see or find much of the Ford car advertisements in T. Ford has to rectify the rear window of back door which doesn‟t go down completely.
relatives d) Sale‟s persons visit b) Advertisements e) Auto magazines c) Car experts 5 . Where do you get your car serviced regularly? a) At authorized service centre 97 . Which of the following Ford car you own? a) Fiesta c) Endeavour b) Ikon d) Fusion 2. How did you come to know about this car before purchasing? a) From friends. What do you feel great about your car when compared to other cars in the market? a) Fuel efficiency d) Sound quality b) Durability e) Brand name c) Low maintenance 4. Address: E-Mail address: …………………… 1. What do you like most about your Ford car? a) Style/design c) Ford brand b) Comfort d) Service 3. How do you rate the promotion of FIGO by Fortune Ford? a) Excellent d) Average b) Very good e)Poor c) Good 6.Contact no. ………….
What kinds of offers do you like or expect from the dealer? a) Free insurance b) Special discount on sale of cars 98 . Which kind of T. Which type of finance do you prefer? a) In house finance c) No difference between the two b) Out house finance 9. To which media do you get expose regularly? a) Televisions c) News papers b) Magazines d) F. What’s your opinion on the price list of Ford cars? a) Affordable by common man c) Can‟t say b) Affordable only for rich man 12.V.b) At a local workshop near my home 7. channels do you watch regularly? a) National news channels d) Entertainment channels b) Regional news channels c) Sports channels 11.M/Radio 10. Which bank do you prefer in getting financial help while purchasing a car? a) ICICI c) SBI b) HDFC d) others 8.
How do you feel when an unknown sales person approaches you by knowing? Your full details to demonstrate about any product? a) I will not respond b) Lost my privacy c) Interested in knowing (if I feel a need of it) 15.c) Extending the service period d) Finance availability with 0% interest 13. Whom do you suggest as a right person for promoting a car? a) Sports person d) Any celebrity b) Film stars c) Car expert 99 . Have you come across any promotional event conducted by Fortune Ford during last one month? a) YES b) No 16. What more do you expect from your dealer? a) Information about new cars c) Assistance regarding loans and insurance b) Information about service and mileage d) Understanding customer needs 14. b) Unable to attract customers 17. What’s your opinion about the previous Ambassador Abhishek Bachan for the car Ford Fiesta? a) Full filled the purpose c) He was not apt for it.
market research studies and reports. a) Hyundai d) Mahindra b) Honda e) Ford c) Maruti Suzuki Thanks for taking the time to fill out this questionnaire and for providing valuable information which will be used for my project work. b) Skoda c) Maruthi d) Honda a) Maruti Swift d)Tata Indica b) Hyundai i10 e)others c) Chevrolet Spark 20) For which automobile company you finance more loan in month. address or any other data with any outside company for any purpose.18) What other brand(s) did you seriously consider before making this car purchase? a) Hyundai e) Toyota 19) As per you which vehicle come close to Figo. We do not share or sell your name. 100 .
com www.google.com www.BIBLIOGRAPHY www.fortuneford.com 101 .com www.com www.wikipedia.fordindia.yahoo.
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