A STUDY ON MAPPING AND PROFILING

OF CUSTOMERS FOR MG MOTORS(HECTOR) AT

MG SHOWROOM , HYDERABAD.

Amit Kumar Sahu

ROLL NO: 201880004

MBA - Marketing and Operation

2019 - 2020

Under the guidance of

Internal Guide External Guide
Dr. Akankshya Patnaik Balasubhrahmanyam Sastri
Assitant Professor Marketing Manager
School of Mangement Studies, NIST MG Showroom , Hyderabad
DECLARATION
I do hereby give the undertaking that the present study is a bona fide work and I have not
submitted it for the award of any degree or diploma to any other college or university

……………….….............

Amit Kumar Sahu

201880004

Date:

Place:

Attested By:

..............................

Prof.

Faculty Guide
 ACKNOWLEDGEMENT

An endeavor of a long period can be successful only with the advice of many well-wishers. I take
this opportunity to express my deep gratitude and appreciation to all those who encouraged me to
successfully complete my project work.

I am indebted to, Dr. Amit Reddy, Founder of Raam Group for giving me an opportunity to
work in such a wonderful organization.

I would like to express my sincere thanks to the management of MG Motors Company for
giving me an opportunity to carry out my project titled “Mapping and Profiling of Customers"
This study has been made under the guidance and supervision of Balasubhrahmanyam Sastri
(Strategy and Business Insights).

I am thankful to them for motivating me at each and every stage of my study by giving
orientation of the subject, its functioning and invaluable encouragement in completing this
project.

My sincere thanks to the Faculty Guide Dr. Akankshya Patnaik

for his advice, valuable guidance and encouragement throughout the project.

Finally, I would like to express my sincere thanks to my parents Sri Surendranath Sahu &
Smt Minati Kumari Sahu.

Amit Kumar Sahu

201880004
 INDEX
CONTENTS
Chapter Topics Pages
1. Executive Summary

2 Introduction (company profile)

3 Objective of the study

4 Research Methodology

5 Analysis and Findings

Recommendations and Conclusions

Bibliography / References

Annexures

1. About the company

2. Literature (Sources referred to-research
papers, annual reports, website.)
3.Annexure (Questionnaire)
 EXECUTIVE SUMMARY

Customer profiling is a way to create a portrait of your customers to help you make design
decisions concerning your service. Customers are broke down into groups of customers of
sharing similar goals and characteristics and each group is given a representative with a photo , a
name, and a description . A small group of customer profiles or personas are then used to make
key design decisions.

A study was conducted to attempted to understand who are the customers for MG Motors,
highlighting who they are ,what they look like, their interests and wants. For the purpose of the
study following variables were used : Demographic , Psychographic and Behavioral
segmentation. These variables used to group similar customers. Behavioural classifications has
been used to group people based on behavioural aspects such as, likes , interests. Then this
provided a more in-depth and robust look at the customer base and what drives and motivates
them when making purchasing decisions.

A questionnaire was administered as real time to a random sample of 100 customers.

And they key findings were:

Most of the people who are potential customers for MG Motors are above middle class i.,e
(upper middle class and high class).

People who have income over 12lacs per year can afford buying MG Motors.

Most of the customers are getting attracted to buy MG Hector is because of the innovative
features it has.
 CHAPTER -1
INTRODUCTION
 COMPANY PROFILE
RAAM GROUP
Raam Group is based out of Hyderabad and spread across Nizamabad, Adilabad, Karimnagar in
Telangana, Vizag in Andhra Pradesh and Hubli in Karnataka. Raam Group portfolio includes
dealerships of Mercedes-Benz, Honda, Mahindra, Hyundai, Tata and Piaggio.
Raam Group provides dynamic and challenging environment for their employees to learn and
grow in their respective segment. They always welcome new talent and experienced people to
join Raam Group.
FOUNDED BY MR. AMITH REDDY AND MRS. RASHMI REDDY
Raam Group believes in having like-minded team and performing beyond conventional wisdom.
The group comprises of young, sharp and dynamic people from diverse backgrounds who are
selected after strenuous evaluation and countless interviews.
VISION
 To be the leading Automotive group in Quality, Sales, Service and Image in South India
MISSION
 To provide the highest quality of Customer Satisfaction
 To adhere to the highest standards of Efficiency and Ethics in Quality Management and
Business Processes
 To continuously improve and innovate in the quality of our products and services
 To foster an open and dependable culture between employees and customers
 To inculcate team spirit and at the same time, a sense of individual accountability in each
and every one of our employees
 To maintain a professional and beneficially fruitful relationship with all our business
partners
Raam Group is 500cr organization with interests in Auto Retail, Real Estate, Construction and
Consumer Retail. They are proud channel partners for Mercedes-Benz, Honda, Mahindra,
Hyundai, Tata, Piaggio, World of Titan, Prestige, Woodland, Bata, Madhura Garments, Peter
England People’s and More. Further expansion is planning by getting into sectors like Pharma
and Technology.
MG MOTOR:
MG Motor designs, develops and markets cars sold under the MG marque. MG motor is the
largest importer of Chinese made cars into the United Kingdom. The marque motorsport in 2012,
and won the 2014 British Touring Car Manufactures Championship.

(Detailed Company Profile in Annexure1)

 INTRODUCTION

CUSTOMER PROFILING DEFINED

The definition of Customer profiling is ” a description or analysis of a typical or ideal customer
for one’s business” Harpers Collins Publishers" Customer profiling is a marketing tool that
businesses use to understand their customers and helps to make better business decisions.
Profiling results in customer profiles which provide a description of your customers based on a
set of attributes. You can group similar profiles by shared characteristics such as demographic,
geographic, psychographic and behavioural characteristics.

WHY PROFILE YOUR CUSTOMERS?

Customer profiling will help you to understand your customers, highlighting who they are, what
they look like, their interests and wants. This insight will help you to recognise your customer’s
characteristics, behaviour and traits. Having a better understanding of your customers, you will
understand what they are interested in and will be able to communicate with them more
effectively.

COMMON CUSTOMER PROFILING MODELS

Profiling usually groups customers into similar characteristics providing ‘types’ or groups of
customer. Demographic and social grade definitions enable the classification and measurement
of people by different social grade, income, life stage, age, affluence and location. These factors
can then be used to group similar customers, you may be familiar with well known social grade
classifications like ABC1 & C2DE developed originally by National readership Survey
Behavioural classifications can also be used to group people based on their shared behaviour,
likes and interests. This then provides a more in-depth and robust look at your customer base and
what drives and motivates them when making purchasing decisions. MOSAIC, ACORN
and PERSONICX are all well-known examples of classifications that take into account
behaviour and hobbies as well as demographic variables such as age, location, affluence and life
stage.

CUSTOMER SEGMENTATION

Understanding similar traits amongst your customer base enables you to segment them into
similar groups by shared characteristics and traits. The benefit of customer segmentation is that
you can target each customer segment with a bespoke approach rather than a one size fits all
technique. Targeting by specific segment makes it easier to communicate with your customers
with message relevant to them, providing a more personalized approach with appropriate
marketing communications.
CUSTOMER PROFILING MODEL:
CUSTOMER PROFILING AND TRANSACTIONAL ANALYSIS

Once you have developed a profile of your customers you can then analyse transactional data to
identify patterns and trends amongst your customers by segment. As a result, your customer
profile is not only based on demographic information but also takes into account past behaviour.
You can analyse your customer profile by product type, value, frequency and patterns of
spend. Analysing the different patterns of behaviour or spend by customer profile, provides a
clear picture of your most profitable customers. Once you understand who your best customers
are, you can develop a strategy allocating the resource you would like to allocate for each
segment group. Optimising your marketing budget and improving return on investment.

USING CUSTOMER PROFILING FOR PROSPECT AQUISTION

After you have identified the profile of your best and most profitable customers, you can then
find look alike prospects and target them in an effective manner. These prospects should have a
higher propensity to take up your offer and therefore provide a more cost-effective means of
targeting new customers.

In conclusion, customer profiling and segmentation provide the tools to fully understand your
customer base, improve customer engagement and target look alike prospects.
CUSTOMER MAPPING

Customer mapping deals with a customer's journey to a product (the steps that led to the
product's acquisition) . Customer maps are more straightforward: they show where actual
customers reside on a real-world map.

Customer mapping deals with a customer's journey to a product (the steps that led to the
product's acquisition) . Customer maps are more straightforward: they show where actual
customers reside on real-world map.

BENEFITS OF CUSTOMER MAPPING

There is much analysis and opinion available on the first type of mapping and even Forrester has
produced a report which gives examples of 5 major companies that use customer journey
mapping.

Key benefits of this type of mapping include : it can create a business roadmap, it helps define
customer needs and it can motivate and inspire. However , there are also problems. As one of the
Forrester report's headings suggests "Firms are drawn to journey maps but struggle to put them to
use?"

A customer journey map is often more than an aspiration, detached from the reality of the market
place. Should we therefore be surprised that if often unimplemented.
 CHAPTER-2
OBJECTIVE OF THE STUDY

To understand the customer profiles which provide a description of customers for MG Hector
based on set of attributes.
 CHAPTER-3
METHODOLOGY
 METHODOLOGY

The primary data was collected through a questionnaire enquiring about their experiences

This is done by asking the customers to fill-up questionnaires as well as circulating the
questionnaire

Along with this, the procedure is also bolstered by having interaction with the customers near
villas, and gated communities.

There are 100 customer respondents recording their interactions through questionnaires. This is
the first-hand information that is available and the questionnaire is annexed.

The typical time spent by the respondent in the questionnaire is one minute fifty seconds (being
the least) to two minutes (being the highest).

Sample nature: The sample is stratified random sample.

Sample design: A sample of 100 was chosen from the total population of 500.

Statistical tools:

The collected data was analyzed with the help of MS-Excel.

 CHAPTER- 4
FINDINGS AND RECOMMENDATIONS
 FINDINGS:

The questionnaire garnered 100 responses in all (in person).Based upon which the analysis is
made.

 From the survey it was found that 30% of the customers are interested to buy MG Motor
because they are aware of the brand.

 95% of the people who are potential customers for MG Motor (Hector) are Doctors,
Lawyers and Businessman's.

 Only 5% of the middle class people are potential customers for MG Motors( Hector).

 45% of the people are interested in buying SUV type cars.

 65% of the customers already have more than one car and are still interested to buy MG
Motor(Hector)
 RECOMMENDATIONS

 As MG Motor brand is the coming to India for the first time. Company should make sure
that customers be aware about the product.

 As most the people who can afford MG Motors (Hector) are high-class people, customers
should be targeted more specifically.

 More advertising and promotional activities should be conducted to increase the no. of
sales.

 More number of Test-Drive's should be given for the customers to experience the new
launched car features.

 As most of the customers are asking details about the launched car MG Motor (Hector),
sales agents should have complete knowledge about the car and training should be given
for them to attract potential customers.
 CONCLUSION

Modern marketing is a highly-competitive environment. As in today’s scenerio consumers are

demanding and discerning. They produce more data than ever before but at the same time
demand a better level of service. They expect relevancy of messaging and a good customer
experience. For marketers, a huge part of utilising this data is the ability to connect it to
consumers and group those consumers effectively - using common traits, characteristics and
behaviours. Grouping customers into such segments enables brands to more effectively focus
tailored marketing communications to specific types of customers, across channels. Customer
profiling and the creation of these audiences via segmentation enables brands to create
campaigns tailored to each group. These can be messaging a brand’s most valuable customers,
attempting to attract customers similar to those best customers or creating bespoke campaigns for
segments that might require different message. The concept of profiling your customers is not
new, however, the volume and complexity of data being generated and the sophistication of
available analytical tools means that it is now possible go deeper than ever before. By doing this
brands can carry out profiling exercises that produce actionable results which are consistent
across channels. Customer profiling and the creation of these audiences via segmentation enables
brands to create campaigns tailored to each group. These can be messaging a brand’s most
valuable customers, attempting to attract customers similar to those best customers or creating
bespoke campaigns for segments that might require different message. The concept of profiling
your customers is not new, however, the volume and complexity of data being generated and the
sophistication of available analytical tools means that it is now possible go deeper than ever
before. By doing this brands can carry out profiling exercises that produce actionable results
which are consistent across channels. Due to this advanced capability understanding audience is
now more valuable to a business than it has ever been before.

In this study, a brief summary have been presented so as to fully understand the implications of
the findings. Profiling was done in order to identify the potential customers for MG Motor
(Hector). MG Motor company should use the findings effectively to increase the sale of the car.
As the customer is key here. Improving the customer’s experience will lead to more efficient and
effective marketing which leads to more loyal customers and greater ROI.
 BIBLIOGRAPHY

 https://www,google.com/search?source=hp&ei=+customer profiling+profiling

 https://en.wikipedia.org/wiki/special;search?search=raam+group&go=Go&ns0=1

 https://www.mbaskool.com/business-concepts/marketing-and-strategy-terms/10907-
customer profiling.html

 https://scholar.google.co.in/scholor?=customer profiling articles vis=1&oi=scholarat

 https://raamgroup.in

 https://www.mgmotor.co.in/brand/history
 ANNEXURE-1
COMPANY PROFILE

Raam Group was founded by Mr. Amith Reddy and Mrs. Rashmi Reddy. Raam Group is
building a platform to create next wave of leaders. Raam Group is based out of Hyderabad and
spread across Nizamabad, Adilabad, Karimnagar in Telangana, Vizag in Andhra Pradesh and
Hubli in Karnataka. Raam Group portfolio includes dealerships of Mercedes-Benz, Honda,
Mahindra, Hyundai, Tata and Piaggio.

Mr.Amith Reddy worked internationally as a freelance consultant for several Fortune 500
companies in the U.S such as Citibank, AIG, MC Donald's , Blue cross shield of Minnnesota,
Priceline.com, Telcordia Technologies , Verizon and NBA. His passion for Automobiles drove
him to setup his own auto-retail business and slowly expanded into consumer retail, clothing and
accessories, personal accessories- watches and eye-wear, real estate and construction.

OUR DEALERSHIPS
MG MOTORS:
MG Motor UK Limited (MG Motor) is a British automotive company headquartered in
Longbridge, Birmingham, England, and a subsidiary of SAIC Motor UK, which in turn is owned
by the Shanghai-based Chinese state-owned automotive SAIC Motor. MG Motor designs,
develops and markets cars sold under the MG marque.

The first MG was born in 1924, having outgrown his sales desk job, Cecil Kimber heads to the
garage and begins to tinker around. Much tinkering after, he finished his own tuned version of
the Morris Car, calling it the Old Number one.
 In 1933 the first record was broken:

The MG K3 Magnette emerged triumphant at the Mille Miglia, one of the toughest races in the
world, and was the first non-italian marque to take the 1100cc class win thanks to Captain
George Eyston & Johnny Lurani.

In 1945 Begining of cool after the war:

The company launched the MG TC, complete with latest features and gadgets. It sold nearly
2,000 units! This car can be credited with starting the American craze for the British sports car.

In 1956. The year of the classic magette:

Initially, the MG ZB Magnette raised a lot of eyebrows. However, with its solid performance of
latest style and the superior features, Magnette became everyone’s favourite in no time.
 In 1957 set Record, Break Record, Repeat:

The MG Ex181 sets a world record for reaching speed of 245.64mph. And then MG decides to
break its own record in 1959 – by touching a speed of 254.91mph at Bonneville Salt Flats. The
MG was driven by Sir Stirling Moss.

In 1959 Name's Bond , MGA Bond

MG decides to take things up a notch and launch the MGA, an upgrade of the heart-throbbingly
popular MGA 1500. Fitted with a 1588cc engine, it gave the MGA an extra 6 BHP that pretty
much made people fly.

In 1962, Prince Charles gets an MGC

MGB - World’s most affordable sportscar was built. The fact that over 5,00,000 MGBs were
built just goes on to show how popular it was. When Prince Charles went to University, he
bought the B’s bigger brother, the MGC.

In 1982, Great things , Small Packages:

After the doors of Abingdon closed, many assumed that this would be the end of the MG era.
Contrary to popular beliefs, MG emerged stronger and launched the compact MG Metro. It has
its own fan following still.

In 1983, Five Doors, A Thousand Fans:

he world was changing, and design was changing too. The Metro gave way to a superior five-
door hatchback with exceptional performance and handling, the MG Maestro. It further gave
way to MG Maestro Turbo.

In 2000, A new Begining:

MG ushered in the new millennium with the MG TF; an upgrade of the MGF. What followed
was a hot-hatch, the MG ZR, and two sports saloons; The MG ZS and MG ZT. MG was back in
the motoring world.
 In 2007 SAIC Spearheads The MG Brand:

The MG marque and Longbridge plant were taken over by Nanjing Automobile. Cut to 2007,
Nanjing Automobile gave way to SAIC Motor, and MG pops back on the world map as MG
Motor.

In 2011, New Era New Demands New Designs:

Future forward as always, MG realised the need to be personal. With high level customizations,
MG introduced the MG3; giving consumers the power to co-design their cars.

In 2012 Design Meets Power:

The MG5 emerged as an absolute star, being a spectacular compact car with a stunning exterior
design, plush interiors and an aggressive 1.5 litre petrol four-cylinder "VTi-Tech" engine.

In 2015, The first SUV is launched:

Always on the edge of innovation, MG launches the MG GS, the first-ever MG SUV. Better
agility enabled the MG driver to take his MG both on and off the road.

In 2017, The Magic of E;Motion:

The resolutely ahead E-Motion came with an internet-compatible infotainment system, built on
a pure-electric modular architecture platform. It boasts of 0-100 km/h in less than four seconds,
and has a range of over 500km.

In 2018, Innovation Thrives with the MG HS:

MG HS - the next big thing by MG is all set to take the world by storm with a plush design and
advanced technology, blind spot monitor, rear-cross traffic alert, a 360 degree AVM, 10.1 inch
floating central display and much more.
MG HECTOR(2019) :

MG Motor has entered the Indian four-wheeler market with the launch of the Hector, which is
powered by a range of BS4 compliant engines. Its introductory prices range between Rs 12.18
lakh and Rs 16.88 lakh, but the diesel variant is priced from Rs 13.18 lakh (all prices, ex-
showroom India). The prices are expected to go up anyway but the real hike will come when MG
updates the engines to be BS6 compliant next year.

Rajeev Chaba, president of MG Motor India, said, “In all vehicles priced below Rs 15 lakh,
demand for diesel versions will fall dramatically after implementation of BS6 emission norms.
On the basis of this, we will decide on introducing BS6-compliant diesel engines in our
vehicles.”
 QUESTIONNAIRE FOR CUSTOMERS

1) Name -----------------------

2) Occupation

a) Doctor

b) Lawyer

c) Businessman

d) Other profession

3) Income

a) 10lacs - 20 lacs p.a

b) 20 lacs- 30 lacs p.a

c) 30 lacs-40lacs

d) above 50lacs

4) Type of Car you have

a) Hatchback

b) SUV

c) Sedan

d) XUV

5) Age

a) 30 years or less

b) 31 –40years

c) 41 –50years

d) 51 or above
6. To what extent do you agree or disagree with the following statements? (Please Tick)

Statement Agree Disagree

I mostly prefer SUV over

Sedan

Innovative features makes me

to buy the car

Brand Value is the one thing

which I prefer most rather
than any other features

I would like to upgrade to new

car most oftenly

I don't prefer buying cars that

oftenly
 Gender Frequency Percentage

Male 82 82

Female 18 18

Grand Total 100 100

male
female
I mostly prefer SUV over
Sedan Frequency Percentage

Agree 65 65

Disagree 35 35

Grand Total 100 100

Suv over Sedan

agree
disagree
Innovative features makes me
to buy the car Frequency Percentage
Agree 74 74
Disagree 26 26
Grand total 100 100

Innovative features

agree
disagree
Brand value is one thing
which I prefer most rather Frequency Percentage
than any other features
Agree 66 66
Disagree 34 34
Grand total 100 100

Brand value

agree
disagree
I would like to upgrade to new
car most oftenly Frequency Percentage

Agree 36 36

Disagree 64 64

Grand total 100 100

Upgrade to new car

agree
disagree
I don't prefer buying cars that
oftenly Frequency Percentage

Agree 41 41

Disagree 59 59

Grand total 100 100

Don't prefer buying new cars

agree
disagree