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Perception Mapping of Competitors Product in The Mind of Customers and Converting Customers To Our Product
Perception Mapping of Competitors Product in The Mind of Customers and Converting Customers To Our Product
ON
UNDER GUIDANCE OF
Mrs. C.R. PATIL
SUBMITTED TO
UNIVERSITY OF PUNE.
IN THE PARTIAL FULFILLMENT OF TWO YEARS FULL TIME
MASTER OF BUSINESS ADMINISTRATION.
BY
SURYAKANT PAWAR
MBA (MARKETING)
(2010-2012)
To whomsoever it may concern.
2
ACKNOWLEDGEMENT
Place:
3
INDEX
2
OBJECTIVE & SCOPE OF THE PROJECT
3
COMPANY PROFILE
4
PRODUCT PROFILE
5
THEORETICAL BACKGROUND
6
RESEARCH AND METHODOLOGY
7
DATA ANALYSIS AND INTERPRETATION
8
LIMITATION OF THE PROJECT
9
RECOMMENDATIONS
10
ANNEXURE
11
BIBLIOGRAPHY
Chapter 1
Executive Summary.
4
1. EXECUTIVE SUMMARY
With the growing competition in the market and globalization coming into role
it has become essential for any Automobile company to keep in touch with the recent
technology. My subject of project mainly targets the perception mapping of customers
with reference to buying process of four wheelers. Thus, for a automobile company to
survive in a market it is very essential to stick to new technology, price before and
after sales service
In the present market scenario, many automobile companies are launching
their new product. In order to achieve our target market share there is necessity to
implement new programmes and marketing strategies. So the question comes in
mind, that, what is the behavior of customers while buying a four wheeler vehicle?
What are the factors which influence the buying behavior of customers? What are the
competitor’s strategies to increase their market share?
In any automobile sector, finance plays important role in the sales process. A
customer should get more option regarding to finance as per their need. In today’s
competitive world each and every customer expects a best of before and after sales
service which plays an important role in increasing sales. There should be proper
training programme for sales person at the dealer’s outlet in order to achieve proper
communication between company and the dealer, this will help the company to know
the customers expectations and their feedback about the product.
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In today’s competitive and globalization era it is very important to launch a
new product having some additional features than before competitors product.
Chapter 2
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OBJECTIVE OF STUDY
PRIMARY OBJECTIVE:
To analyze the market scenario of the MaXX MAXI TRUCK and
Competitors product.
To find the reasons for low sales.
SECONDARY OBJECTIVE:
To study the perception of the customers about the product.
To study the use of the vehicles purchased.
To study the effect of various opinion makers on buying behavior.
To suggest the means to increase the sales.
Scope
7
Businesses use perceptual maps to help them understand what consumers think about
their brands and their competitors' brands, showing a business its position relative to
the competition. In addition to identifying potential new products, this information
can help a business build an effective competitive strategy, communication strategy
and brand strategy, according to Housman Marketing
Chapter 3
Company Overview.
8
GROUP OVERVIEW:-
This subsection contains fast facts about the Group; its promoter companies;
management structure, Group financial results.
The birth of Mahindra & Mahindra began when K.C. Mahindra visited the
United States of America as Chairman of the India Supply Mission. He met Barney
Roos, inventor of the rugged 'general purpose vehicle' or Jeep and had a flash of
inspiration: wouldn't a vehicle that had proved its invincibility on the battlefields of
World War II be ideal for India's rugged terrain and its kutcha rural roads?
Swift action followed thought. The Mahindra brothers joined hands with a
distinguished gentleman called Ghulam Mohammad. And, on October 2nd, 1945,
Mahindra & Mohammad was set up as a franchise for assembling jeeps from Willys,
USA
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Two years later, India became an independent nation and Mahindra &
Mohammad changed its name to Mahindra & Mahindra. Ghulam Mohammad
migrated to Pakistan post-partition and became the first Finance Minister of Pakistan
Since then, Mahindra & Mahindra has grown steadily in size and stature and
evolved into a Group that occupies a premier position in almost all key sectors of the
economy. The Group's history is studded with milestones. Each one taking the Group
forward. In fact, today, its total turnover is about 4.5 billion dollars.
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focus and dignity of the individual. These values have been a part of the Group's ethos
since the very beginning and continue to guide the business decisions of the Group
even today. The Group's philosophy of growth is centered on its belief in people and
all efforts are made to reward and retain the best talent in the industry.
In 2002, the Group embarked on a transformation process, which was
christened the 'Blue Chip' initiative. The essence of the Blue Chip is captured in the
five business mantras that it propagates, namely: leadership, innovation, globalization,
a sharp focus on financial returns and, most importantly, customer centricity.
Leadership for the Group is the aim to be number one or number two in all their
businesses.
Globalization is not just about selling products around the globe; it is about
setting global standards of excellence in whatever the Group does. Above all, the
Group is committed towards creating a genuinely customer centric organization, with
the aim of not just satisfying customers but delighting them
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Chapter 4
Company Automobile Sector Overview.
The Automotive Sector is the market leader in utility vehicles in India since
inception and currently accounts for about half of India’s market for utility vehicles
with a product portfolio that ranges from rugged, mass-transport utility vehicles to
personal segment sports utility vehicles like the Scorpio
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While the world-class Scorpio (declared to be the ‘Car of the Year’ by CNBC Autocar,
BBC Wheels and Business Standard Motoring) is the Automotive Sector’s current
flagship, it has many more products that have made it popular with individuals and
institutions in India and the world. The Automotive Sector of the Mahindra Group is
currently present in the multi-utility vehicle, light commercial vehicle and three-
wheeler segments. Now, with its joint ventures, it will have a presence in the
passenger car and the medium and heavy commercial vehicle segments too
Mahindra Automobiles have a strong and growing presence in international
markets. From humble beginnings in 1968, when 1,200 vehicles were shipped to the
former Yugoslavia, Mahindra exports have grown by leaps and bounds and today
reach customers across five continents. From neighbouring Bangladesh and Sri Lanka
to such far-flung places as Australia and Uruguay, vehicles sporting the Mahindra
logo can now be found in almost every corner of the world. Such is Mahindra’s
commitment to global markets that it launched subsidiaries in South Africa in 2004
(Mahindra South Africa) and in Europe in 2005 (Mahindra Europe) to handle its
sales and growth in those important markets. The Company is also currently
establishing local assembly set-ups in strategic markets in order to better serve its
customers in those respective regions.
Mahindra vehicles have gone on display to auto enthusiasts around the world,
participating in prestigious automobile shows in Paris, Rome, Bologna, Johannesburg
and São Paulo. And this is just the beginning of the Company’s global adventure. In
2006 Mahindra announced that it would be the first Indian automobile manufacturer
to enter the world’s most demanding and critical market – USA
14
In February 2005 Mahindra & Mahindra and Renault decided to join forces to
produce and commercialize Logan in India. The joint venture is a 51:49 partnership
between M&M and Renault. An investment of 125 million euros (Rs. 700 crore) was
announced to set up a production capacity of 50,000 cars per year. The Logan would
be produced at M&M’s state-of-the-art factory located in Nashik, which offers a
stamping shop, a paint shop with a top quality pre-treatment and an assembly line
specific for the Logan
The JV went on stream on September 1, 2006 with the trial production of Logan. The
assessment of all suppliers has been done by Renault’s quality team. Up gradations at
the level of suppliers for the new product are being implemented by the Mahindra
Renault team. All specific equipment required for production has been installed in the
body shop, the paint shop and the TCF line. The trial vehicles have been put through
thorough durability testing on Indian roads, besides accelerated tests on the Renault
test tracks. The first phase of road trials was done in May- August 2005. Some
vehicles completed more than 50,000 km on Indian roads and passed the rigors of
India’s climactic changes. The second phase of validations was completed at Renault
test tracks.
In November 2006, Mahindra & Mahindra and Renault decided to extend their
strategic alliance and signed another memorandum of understanding to set up a
greenfield facility with a capacity of 500,000 units per year within 5 years. In this
alliance, M&M and the Renault-Nissan alliance would each hold 50 percent stake.
The driving force behind this announcement was to consolidate the Mahindra Renault
joint venture formed exclusively for the Logan. A range of Mahindra as well as
Mahindra-Renault products suited to the requirements of Indian customers will be
manufactured at the new ‘Greenfield’ production site under the direction of Renault
and Mahindra. The production site will include a vehicle assembly plant, shared
between the two partners. Renault also has plans to set up a power train factory.
Production is expected to begin mid-2009, with an initial installed production capacity
of 300,000 vehicles per year. The manufacturing site is yet to be finalised.
The product range will be marketed by Mahindra-Renault and sold through the
extensive and well-established Mahindra channel network throughout India..
PRODUCT DEVELOPMENT
15
M&M has a strong Product Development set-up with world class facilities. The
Company's product development prowess was acknowledged internationally with the
design and development of Scorpio becoming a Harvard Business School case study.
Keeping in tune with the needs of the society, the company has also focused its
energies on development of alternate propulsion technologies. It has the distinction of
designing the world’s first Hydrogen 3 wheeler and India’s first Hybrid vehicle
MANUFACTURING UNITS
KANDIVLI
NASIK
ZAHEERABAD
IGATPURI
HARIDWAR
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Chapter No.4
Product profile
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Features:-
Displacement - 2523cc
Power -46.3kW@3200rpm
GVW - 2300 KG.
Curb weight - 1400 KG.
Passing - 900 KG.
Fuel Tank Capacity -40 L
Max speed -100kmph.
Colors - White.
180mm ground clearance.
Radial tyres.
Low maintenance.
High fuel economy.
More stability.
More safety.
Big on speed.
Big on loading capacity.
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1) LOAN EXCHANGE MELA:
2) CUSTOMER SERVICE –
19
TELL US is initiated by Mahindra & Mahindra for customer service. Here
customer can send his feedback about M & M directly to the company 24*7.
The ad campaign shows Dr. Pawan Goenka (Vice President of M & M) asking people
to share their experience good or not so good with the company.
TELL US forms are available at dealer’s outlet. Because of this ad campaign the
customers of M & M started to get better service.
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3) DEMO SHOW-
In demo show the vehicle is to be demonstrated to the various people at various
places by giving them test drive. Because of this people come to know about the
newly launched vehicle, its features.
In demo show peoples are given test drive of the vehicle and the sales person
giving test drive points out the strong points of the vehicle as compared to that of
competitor’s product.
In addition to demo show road shows are also performed. Generally the road
shows are performed by an external agency. The road show is generally conducted at
places such as markets, near bus stand and places where there is more crowd. In road
show people are attracted by music systems, various games, and by distributing
various gifts such as kitchens, t-shirts, caps and pens.
During road show and demo shows leaflets are distributed along with various
finance facilities.
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Chapter No.6
Research Methodology.
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RESEARCH DESIGN
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2.3 RESEARCH METHODOLOGY
Research objectives
Research objectives was laid down.
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2.4 RESEARCH APPROACH
Primary Data:
The primary data was collected by conducting interviews and having
discussion with people. The telephonic medium is also used.
The people interviewed were from different areas such industrial areas,
market yard etc.
It took some time to collect this data but in order to get more accurate
data it was necessary to visit various person using different vehicles
and the project is exploratory research.
Secondary Data:
The secondary data has been collected from literature reviews,
including trade journals, seminar proceedings, patent literature,
company literature, published reports and government publications.
It is the data collected by someone else.
Research instrument:
The research instrument used in this project was structured questionnaire. The
intention of survey was to explore the market scenario of four wheeler.
Method of sampling:
Geographical coverage:
Nanded district.
Time period:
25
Analysis of data:
26
Chapter 5
Theoretical background.
27
Mahindra & Mahindra’s MaXX MAXI TRUCK-
Features:-
Displacement - 2523cc
Power -46.3kW@3200rpm
GVW - 2300 KG.
Curb weight - 1400 KG.
Passing - 900 KG.
Fuel Tank Capacity -40 L
Max speed -100kmph.
Colors - White.
180mm ground clearance.
Radial tyres.
Low maintenance.
High fuel economy.
More stability.
More safety.
Big on speed.
Big on loading capacity.
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Tata’s ACE-
Features-
Displacement -700cc
Power -16 hp @3200rpm
GVW -1550 KG
CVW -805KG
Passing -745KG
Fuel Tank Capacity -30 L
Max speed - 64 kmph
More savings.
Less price.
Good aesthetics.
Price Comparison:
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Counter Sales Process:
After filling the CDIF form, each and every customer is given quotation price of
vehicle which he is going to buy. The quotation is used for the purpose of financing
activity of the customer. Each customer is given leaflet of the vehicle and contact
number of the sales person. If customer demands for the financing of vehicle then
sales person is responsible for giving him guidance regarding various finance
available.
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Vehicle received with standard tools and kits.
24 hour help line informed.
Introduction to service and service locations.
Vehicle documents explained.
Reasonable quantity of fuel in fuel tank.
Vehicle delivered in clean and good order.
Passing of the vehicle is responsibility of a dealer.
Warranty and service booklet for the customer.
November : 36
December : 12
January : 15
February : 11
March : 18
April : 19
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Chapter 7
Data Analysis & Interpretation
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FACTORS OF MAXX MAXI TRUCK AS COMPARED TO TATA
ACE-
1) SPEED-
EXCELLENT VERY GOOD GOOD AVERAGE POOR
28 56 16 0 0
INTERPRETATION:
Since power of MaXX MAXI TRUCK is four times than that of Tata Ace its
speed is more .
Its maximum speed is 100 kmph while Tata Ace’s maximum speed is 64
kmph.
2)INTERIOR-
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15 48 35 2 0
INTERPRETATION-
The interior of MMT is better than that of Tata Ace.
The cabin is more comfortable than that of Ace.
3) PRICE-
34
EXCELLENT VERY GOOD GOOD AVERAGE POOR
0 16 41 35 8
INTERPRETATION:
3)AESTHETICS-
35
EXCELLENT VERY GOOD GOOD AVERAGE POOR
4 25 63 8 0
INTERPRETATION:
The aesthetic appearance of MMT is good than Ace.
63% Respondents said that aesthetic appearance of MMT is good.
5) PICK UP-
36
EXCELLENT VERY GOOD GOOD AVERAGE POOR
38 42 20 0 0
INTERPRETATION:
6) DRIVING COMFORT-
37
EXCELLENT VERY GOOD GOOD AVERAGE POOR
12 42 46 0 0
INTERPRETATION:
38
7) SEATING ARRANGEMENT-
INTERPRETATION:
Good seating arrangement than Ace because of cabin size.
45% Respondents said that seating arrangement is good.
39% Respondents said that seating arrangement is very good.
8) GEAR SHIFTING-
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EXCELLENT VERY GOOD GOOD AVERAGE POOR
8 39 50 3 0
INTERPRETATION:
Very comfortable gear shifting.
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9) GROUND CLEARANCE-
INTERPRETATION:
41
EXCELLENT VERY GOOD GOOD AVERAGE POOR
12 48 40 0 0
INTERPRETATION:
Bigger tyre size as compared to Ace.
48% Respondents said that tyre size is very good.
40% Respondents said that tyre size is good.
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YES NO
83 17
INTERPRETATION:
83% customers will suggest MMT to their friends.
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Chapter No.8
Limitation of the project
44
No project is ideal. In reality the researcher always come across different
considering something in the mind like…. there answers will make affect on their
relations.
2) Non availability of data or other relevant information:
I didn’t get the relevant information about some factors like discount strategy,
some useful information & also I had to cover both Talukas in that time & this
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Chapter No. 9
Suggestion and Conclusion.
Suggestion-
Reduce the price of the MaXX MAXI TRUCK.
Conclusion-
46
By giving discount of RTO and Insurance without decreasing
price of the vehicle.
Suggestion-
To remove the turning radius problem.
Conclusion-
To inform the problem of turning to the production department.
Suggestion-
Average of the vehicle should be more.
Conclusion-
To inform the production manager about the vehicle.
Suggestion-
More incentive for sales person.
Conclusion-
Salesperson will try to maximize sales in order to get more
Incentive provided it will not affect the sale of other Pik-Up
Group.
Suggestion-
Advertisement at local level such as radio, local NEWS paper,
Hoardings or by distributing leaflets. (Indoor as well as out door advertising.)
Conclusion-
Many four wheeler owners don’t get time to watch T.V. due to
their hectic schedule so such customer should be targeted.
Suggestion-
Mechanic training and making them aware of company’s product.
Conclusion-
Mechanic will help to increase sell of company’s product as he
play’ s the role of opinion maker.
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.
Suggestion-
To increase mouth publicity from the customer..
Conclusion-
By distributing some coupons to the existing customer so that he
will get 1000-5000 rupees if his friend will come and buy vehicle..
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Chapter 10
Bibliography
Autocar.
49
Autoindia.
www.mahindra.com
www.tatamotors.com
http://auto.indiamart.com
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Chapter 11
Annexure.
QUESTIONNAIRE
2. Address :-
3. Contact No.:-
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4. Which Four Wheeler do you own?
a) Tata Ace b)Tata 207 DI c) Maxx Maxi Truck.
a) Average-
1) Excellent 2)Very good 3) Good 4) Average 5) Poor
b) Consistency-
1) Excellent 2)Very good 3) Good 4) Average 5) Poor
c) Pick up-
1) Excellent 2)Very good 3) Good 4) Average 5) Poor
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e) Maintenance-
1)Excellent 2)Very good 3) Good 4) Average 5) Poor
f) Price-
1)Excellent 2)Very good 3) Good 4) Average 5) Poor
i) Service by dealers-
1)Excellent 2)Very good 3) Good 4) Average 5) Poor
j) Behavior of dealers-
1)Excellent 2)Very good 3) Good 4) Average 5) Poor
k) Aesthetics-
1)Excellent 2)Very good 3) Good 4) Average 5) Poor
11. Will you suggest the same vehicle to your Friend? Yes / No
If Yes,
Name of your Friend-
Contact number -
53
12. Any Suggestion (Modification) regarding the vehicle ?
54
6) Driving
Comfort 1) Excellent 2)Very good 3)Good 4)Average 5)Poor
7) Seating
Arrangement 1) Excellent 2)Very good 3)Good 4)Average 5)Poor
8) Gear Shifting 1) Excellent 2)Very good 3)Good 4)Average 5)Poor
9) Braking 1) Excellent 2)Very good 3)Good 4)Average 5)Poor
10) Ground
Clearance 1) Excellent 2)Very good 3)Good 4)Average 5)Poor
11) Tyre Size 1) Excellent 2)Very good 3)Good 4)Average 5)Poor
12) Will you prefer to buy this vehicle in future? Yes/No
13) Will you suggest this vehicle to your friend? Yes/ No
14) Suggestion/ Improvements-
55