SUMMER INTERNSHIP REPORT

MAHINDRA AND MAHINDRA LIMITED

“A to Z AUTOMOBILE SALES”

Submitted by:

Hritik Chaurasia

MBA (G) 3rdSem.

A7001918038

Under Guidance of:

Industry Guide: Faculty Guide:

Mr Deepak Bora Mrs. Rashmi Tripathi

Sales Executive Assistant Professor

A. AUTOMOVERS Pvt. Ltd. ABS, Lucknow

SUMMER INTERNSHIP REPORT SUBMITTED IN PARTIAL FULFILLMENT FOR THE AWARD OF FULL TIME
DEGREE OF MASTERS IN BUSINESS ADMINISTRATION (2018-2020)

AMITY BUSINESS SCHOOL

AMITY UNIVERSITY UTTAR PRADESH LUCKNOW

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 DECLARATION

Title of project report - A to Z AUTOMOBILE SALES

I understand what plagiarism is and am aware of the Amity University’s policy in this regard

I declare that

(a) The work submitted by me in partial fulfillment of the requirement for the award of degree MBA (G)
assessment in this SIP is my own; it has not previously been presented for another assessment.

(b) I declare that this SIP is my original work. Wherever work form other source has been used, all debts (for
words data, arguments and ideas) have been appropriately acknowledged and referenced in accordance
with the requirements of NTCC Regulations and Guidelines.

(c) I have not used work previously produced by another student or any other person to submit it as my own.

(d) I have not permitted, and will not permit, anybody to copy my work with the purpose of passing it off as
his or her own work.

(e) The work conforms to the guidelines for layout, content and style as set out in the Regulations and
Guidelines.

Date:

Hritik Chaurasia

A7001918038

MBA (G)

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 FACULTY CERTIFICATE

Forwarded here with a summer internship report on “A to Z AUTOMOBILE SALES”

of A. AUTOMOVERS Pvt. Ltd. submitted by Hritik Chaurasia Enrollment No.
A7001918038 student of MBA (Gen) IIIrd Semester (2018-20).

This project work is partial fulfillment of the requirement for the degree of Master in
Business Administration from Amity University Lucknow Campus, Uttar Pradesh.

--------------------------------

Mrs. Rashmi Tripathi

Associate Professor

Amity University,

Lucknow Campus

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 STUDENT’S CERTIFICATE

Certified that this report is prepared based on the summer internship project undertaken by
me in A. AUTOMOVERS Pvt. Ltd. from 22nd May 2017 to 4th July 2017, under the able
guidance of Mrs.Rashmi Tripathi in partial fulfillment of the requirement for award of
degree of Master of Business Administration (MBA-G) from Amity University, Uttar
Pradesh.

Date--------------------

--------------- ----------------- -----------------

Hritik Chaurasia Mrs. Rashmi Tripathi Prof Rohit kushwaha

Assistant Professor Director(ABS)

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 ACKNOWLEDGEMENT

First and foremost, I would like to express my gratitude to God for enabling me in
completion of this summer internship report on “A to Z AUTOMOBILE SALES”

I would also like to express my gratitude to my industry guide, Mr Deepk Bora,Sales

Executive, A. Automovers Pvt. Ltd. , Lucknow, Uttar Pradesh. His guidance in the
industry was very helpful for me, he provide all the facilities to make internship easier

I convey my sincere gratitude to my Faculty Guide, Mrs. Rashmi Tripathi, Senior

Professor of Amity Business School, Amity University Lucknow, Uttar Pradesh.
Without her supervision and proper guidance this study would have been a little success.
In every phase of the project her supervision and guidance shaped this report to be
completed perfectly.

This was the biggest milestone in my career development. I would like to thank each and
every person who helped me in completion of the report.

Hritik Chaurasia

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Contents

PAGE NO.

DECLARATION 2
FACULTY CERTIFICATE 3
STUDENT CERTIFICATE 4
ACKNOWLEDGEMENT 5
INTERNSHIP CERTIFICATE

EXECUTIVE SUMMARY 7-10

ABSTRACT 11
INTRODUCTION 12-17
OBJECTIVE OF STUDY 18
COMPANY PROFILE 19-27
DEALER PROFILE 28-32
MY WORK DURING THE INTERSHIP 33-34
RESEARCH METHODOLOGY 35-37
DATA ANALYSIS & INTERPETATION 38-45
RECOMMENDATION & CONCULSION 46-47
CONCULSION 48
REFERENCES 49

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EXECUTIVE SUMMARY

HRITIK CHAURASIA

Enrolment No. – A7004615138

ORGANIZATION DESCRIPTION

A.AUTOMOVERS PVT.LTD. (MAHINDRA AND MAHINDRA LTD).

Mahindra & Mahindra Limited is an Indian multinational automobile manufacturing corporation

headquartered in Mumbai, Maharashtra, India. It is one of the largest vehicle manufacturers by
production in the Republic of India. M & M was founded in 1945 by Mahindra brothers i.e. KC
Mahindra and JC Mahindra and Mohd. Ghulam as a steel trading company, we entered automotive
manufacturing in 1947 to bring the iconic Willy’s Jeep onto Indian roads. . This principle has led our
growth into a US $16.2 billion multinational group with more than 155,000 employees in over 100
countries across the globe.

OBJECTIVE OF THE SIP

• To analyse the automobiles market to generating lead to conversion.

• Understanding the channel sale of OEM.

• Understanding the different S.T.D of premium automobiles and mass automobiles.

• Blow line Activity (Ground level Promotion)

• To gather information about customer satisfaction toward Mahindra and Mahindra

Motors in the geographic region of Lucknow.

BACKGROUND

The company has entitled a project on “INDUSTRY TRAINING AT MAHINDRA AND

MAHINDRA CHANNEL PARTNER” AS per mutual discussed with my mentor, work assigned to
me for to analyse the automobiles market and generating lead into conversion, CRM and customer
satisfaction strategy.

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There are step to generation lead into conversion

i. LEAD GENERTION

ii. NEED ANALYSIS

iii. TEST DRIVE

iv. NEGOTIATION

v. DOCUMENTATION

vi. BOOKING

vii. DELIVERY

Customer Relationship Management

CRM as a tool was used to create positive word-of-mouth, to monitor customer experiences and
generate referrals. A series of CRM activities were implemented with regular direct communication,
events and customer satisfaction surveys, Events, Festive offers, Rewards Program, etc.

1. Conversion of prospect into customer.

2. Customer retention.
3. Life cycle management.
4. Data cleaning / up gradation to higher variants to existing customers.
5. After sales PSF (Post Sales Follow Ups)
 3 day call – regarding paper work.
 7 day call ¬ (follow up + CRM Visit to customer home)
 One month call
 Anniversary call – regarding to maintain customer relationship.

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Customer Satisfaction Strategies Followed By M&M

The different strategies followed by M&M consists of Customer relationship management, strategy to
providing better facility to the owner, and strategy to provide better after sales service to customer.

Ø PROCESS

• Welcome the customer to showroom.

• (Offering refreshments.)

• Analysing Customer Needs.

• Vehicle demonstration by sale consultant

• Finance option (private/ public Banks)

i. Education customer with finance option.

ii. Booking amount.

iii. Date of delivery.

• Test drive.

• Booking.

• Delivery.

Ø POST SALE

• Introduction of customer to Relationship Manager.

• Educating the customer to service option available with annual maintenance contract (AMC).

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Methodology Used:

 Primary research for finding the influencing factor, convincing and deterring
factor from the customer.
 The primary data collected by directly interacting with the people. The
respondents were contacted at shopping malls, markets, places that were near to
showrooms of the consumer durable products.
 Calling to the customers who are in various data’s provided by the employees.

Recommendation:

 Mahindra Company has to implement good customer relationship management

strategy that enhances customer satisfaction level.
 Today is buyer market.
 Market is very volatile.
 Competition among dealer in same brand in same territory.

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ABSTRACT

Mahindra & Mahindra (M&M), the market leader in multi-utility vehicles in India. The company started
manufacturing commercial vehicles in 1945. M&M is the leader by far in commercial vehicle and the
second largest in the passenger vehicle market. The company is the world’s sixth largest medium and
heavy commercial vehicle manufacturing.

Mahindra is best known for utility vehicles and tractors in India, Its automotive division, the company's
oldest unit (founded in 1945), makes jeeps and three-wheelers (not passenger "auto rickshaws," but
utilitarian delivery and flatbed incarnations). M&M's farm equipment sector, formed in 1963 during
India's green revolution, manufactures tractors and industrial engines. MMM also produces military
vehicles. The company has facilities located throughout India.

The survey involved gathering wide information about the company, its products, customer satisfaction
and impact of various competitive tarns on the company. From the information collected, various
aspects were identified where the company needs to focus more to improve the efficiency of marketing
team of Mahindra Auto motives. The research was conducted through collection of primary and
secondary data. Secondary data was collected through visiting various web sites, automobile magazines
and other reliable sources. Primary data was through a well- framed questionnaire, of which later a
detailed analysis was done using various statistical I.T. tools like MS Word and MS Excel. On the basis,
the secondary data analysis and the extensive analysis of the primary data, interpretations were drawn
for the questions and conclusion is drawn. Certain suggestions are also drawn from the analysis to help.

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 INTRODUCTION

Mahindra & Mahindra Limited is an Indian multinational automobile manufacturing corporation

headquartered in Mumbai, Maharashtra, India. It is one of the largest vehicle manufacturers by
production in the Republic of India.

M & M was founded in 1945 by Mahindra brothers i.e. KC Mahindra and JC Mahindra and Mohd.
Ghulam as a steel trading company, we entered automotive manufacturing in 1947 to bring the iconic
Willy’s Jeep onto Indian roads. Over the years, we’ve diversified into many new businesses in order to
better meet the needs of our customers. They follow a unique business model of creating empowered
companies that enjoy the best of entrepreneurial independence and Group-wide synergies. This principle
has led our growth into a US $16.2 billion multinational group with more than 155,000 employees in
over 100 countries across the globe.

Today, our operations span 18 key industries that form the foundation of every modern economy:
aerospace, aftermarket, agribusiness, automotive, components, construction equipment, consulting
services, defence, energy, farm equipment, finance and insurance, industrial equipment, information
technology, leisure and hospitality, logistics, real estate, retail, and two wheelers.

Customer Satisfaction is the buzzword used by the business people for the success of organization in the
present days. Due to the increases of heavy competition in every product —line it become difficult for
the companies to retain the customers for longer time. So retain the customer for longer time the
marketer has to do only one thing i.e. customer satisfaction. If customer is fully satisfied by the product
it not only rubs the organization successfully but also fetches many benefits for the company. They are
less process sensitive and they remain customer for a longer period. They buy addition products
overtimes as the company introduce related produce related products or improved, so customer
satisfactions is gaining a lot of importance in the present day. Every company is conducting survey on
customer satisfaction level on their products to make the products up to the satisfaction level of
customers.

This project is also done to know the customers satisfaction on the Mahindra and Mahindra
Automobiles. The impact of automobile industry on the rest of the economy has been so pervasive and
momentous that is characterized as second industrial. It played a vital role in helping the nation to
produce higher value good and services and in the enhancing their skills and impose tremendous

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demand for automobile, lot of car manufacturers company facing cut throat competition in the fields of
technology and price.

Customer Satisfaction Strategies Followed By M&M

The different strategies followed by M&M consists of Customer relationship management, strategy to
providing better facility to the owner, and strategy to provide better after sales service to customer.

 PRE SALE

 Generation of lead.
i. Walk in.
ii. Tele in.
iii. Online enquiry.
iv. Reference.
v. Events / Campaigns.

 PROCESS

 Welcome the customer to showroom.

 (Offering refreshments.)
 Analysing Customer Needs.
 Vehicle demonstration by sale consultant
 Finance option ( private/ public Banks)
i. Education customer with finance option.
ii. Booking amount.
iii. Date of delivery.
 Test drive.
 Booking.
 Delivery.

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  POST SALE

 Introduction of customer to Relationship Manager.

 Educating the customer to service option available with annual maintenance contract (AMC).

 There are 5 step lead generation to conversion

i. LEAD GENERTION
ii. NEED ANALYSIS
iii. TEST DRIVE
iv. NEGOTIATION
v. DOCUMENTATION
vi. BOOKING
vii. DELIVERY

Customer Relationship Management

 Conversion of prospect into customer.

 Customer retention.
 Life cycle management.
 Data cleaning / up gradation to higher variants to existing customers.
 After sales PSF( Post Sales Follow Ups)
 3 day call – regarding paper work.
 7 day call – (follow up + CRM Visit to customer home)
 One month call
 Anniversary call – regarding to maintain customer relationship.

CRM as a tool was used to create positive word-of-mouth, to monitor customer experiences and
generate referrals. A series of CRM activities were implemented with regular direct communication,
events and customer satisfaction surveys, Events, Festive offers, Rewards Program, etc

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INTRODUCTION OF AUTOMOBILE INDUSTRY

The automobile industry has changed the way people live and work. The earliest of modern cars was
manufactured in the year 1895.

Shortly the first appearance of the car followed in India. As the century turned, three cars were imported
in Mumbai (India). Within decade there were total of 1025 cars in the city.

The dawn of automobile actually goes back to 4000 years when the first wheel was used for
transportation in India. In the beginning of 15th century, Portuguese arrived in China and the interaction
of the two cultures led to a variety of new technologies, including the creation of a wheel that turned
under its own power. By 1600s small steam-powered engine models was developed, but it took another
century before a full-sized engine-powered vehicle was created.

Brothers Charles and Frank Duryea introduced the actual horseless carriage in the year 1893. It was the
first internal-combustion motor car of America, and it was followed by Henry Ford’s lust experimental
car that same year.

One of the highest-rated early luxury automobiles was the 1909 Rolls-Royce Silver Ghost that featured
a quiet 6-cylinder engine, leather interior, folding windscreens and hood, and an aluminium body.

Chauffeurs usually drove it and emphasis was on comfort and style rather than speed. During the 1920s,
the cars exhibited design refinements such as balloon tires, pressed- steel wheels, and four-wheel brakes.

Graham Paige DC Phaeton of 1929 featured an 8-cylinder engine and an aluminium body.

The 1937 Pontiac De Lux sedan had roomy interior and rear-hinged back door that suited more to the
needs of families. In 1930s, vehicles were less boxy and more streamlined than their predecessor was.

The 1940s saw features like automatic transmission, sealed-beam headlights, and tubeless tires.

The year 1957 brought powerful high-performance cars such as Mercedes-Benz 300SL. It was built on
compact and stylized lines, and was capable of 230 kmph.

This was the Indian automobile history, and today modern cars are generally light, aerodynamically
shaped, and compact.

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Facts & Figures

The automobile industry in India is on an investment overdrive. Be it passenger car or two-wheeler

manufacturers, commercial vehicle makers or three-wheeler companies - everyone appears to be in a
scramble to hike production capacities. The country is expected to witness over Rs 30,000 cr of
investment by 2010.

Hyundai will also be unmasking the Verna and a brand new diesel car. General Motors will be
launching a mini and may be a compact car.

Most of the companies have made their intentions clear. Maruti Udyog has set up the second car plant
with a manufacturing capacity of 2.5 lakh units per annum for an investment of Rs 6,500 Cr (Rs.3200
Cr for diesel engines and Rs 2,718 Cr for the car plant itself).

Hyundai and Tata Motors have announced plans for investing a similar amount over the next 3 years.
Hyundai will bring in more than Rs 3,800Cr to India.

Tata Motors will be investing Rs 2,000 Cr in its small car project. General Motors will be
investing Rs100 Cr, Ford about Rs 350 Cr and Toyota announced modest expansion plans even as
Honda Siel has earmarked Rs 3,000 Cr over the next decade for India - a sizeable chunk of this should
come by 2010 since the company is also looking to enter the lucrative small car segment.

Talking about the commercial vehicle segment, Ashok Leyland and Tata Motors have each announced
well over Rs 1,000Cr of investment. Mahindra & Mahindra’s joint venture with International Tucks
is expected to see an infusion of at least Rs 5011 Cr.

Industry performance in 2017-18

The Indian automotive market managed to stand up to the vagaries of the economic meltdown to show
slightly growth during fiscal 2015-16. Overall vehicle sales at 97.23lakh grew 0.71 per cent From 96.54
lac units in 2016-17.

When major automotive markets reported a 30-40 per cent decline, only a handful of countries managed
to show growth. A few months ago, India was looking at negative growth but has turned around. It is

16
actually better than expected..Passenger vehicle sales at 15.51 lakh registered flat growth while
commercial vehicle sales showed a 21 per cent drop.

SIAM has a positive outlook for the current financial year. While it foresees a 7-8 per cent growth for
the commercial vehicle segment, the industry body predicts a 3-5 per cent growth for passenger
vehicles. The three-wheeler segment may grow 5-8 per cent growth while two wheelers may show 3-5
per cent growth.

The passenger vehicle market has weathered the downturn largely due to market leader Maruti Suzuki
which holds 48 per cent of the market. The compact car giant clocked 7.22 lakh units for 2008-09.
Closest rival Hyundai Motor India sold 2.44 lakh cars, a growth of 13 per cent. Tata Motors’ sales
grew 1.3 per cent at 2.30 lakh units while Mahindra & Mahindra posted 2.5 per cent growth at 1.06
lakh units.

Most premium carmakers saw volumes shrink last fiscal. Toyota Kirloskar Motor’s numbers fell 15
per cent to 46,892 units while Ford India’s sales were down 17 per cent to. 27,976 units Honda Siel
Cars India also saw a 17 per cent drop at 52,420 units while General Motors India was down 8 per
cent to 61,526 units.

Among commercial vehicle makers, all major players saw substantial fall in volumes. Market leader
Tata Motors with a 60 per cent plus share, showed 22 per cent drop in numbers at 2.34 lakh units
while Ashok Leyland showed 37 per cent drop at 47,632.

Eicher’s sales volume fell 37 per cent at 17,341 units and Force Motors was down 28 per cent at 7,819
units. ‘The freight movement is unlikely to improve this fiscal which will impact truck sales.

Two-wheeler sales grew 2.6 per cent to 74.38 lakh units. “Hero Honda has made up for the erosion of
sales volume for other two-wheeler makers including Bajaj Auto and TVS Motor Company,” said Mr
Matte. Hero Honda clocked 36.40 lakh units, a growth of 12.5 per cent. Bajaj Auto’s volumes dropped
23 per cent to 12.86 lakh units while TVS saw a marginal decline at 11.36 lakh units. Honda Motorcycle
and Scooter India’s sales surged 16 per cent to 10.15 lakh units.

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OB.IECTIVES OF THE STUDY

The study has been under taken to analyse the customer satisfaction towards all variant of Mahindra
Motors in Lucknow with a special reference to the M&M motors, the other objectives are:

 To analyse the automobiles market to generating lead to conversion.

 Understanding the channel sale of OEM.
 Understanding the different S.T.D of premium automobiles and mass automobiles.
 Blow line Activity (Ground level Promotion)
 To gather information about customer satisfaction toward Mahindra and Mahindra Motors in the
geographic region of Lucknow.
 To know the customer perception about features, low maintenance cost and looks of Mahindra
and Mahindra Motors.

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COMPANY PROFILE

HSTORY OF MAHINDRA & MAHINDRA AUTOMOTIVE

Mahindra & Mahindra (MMM) was established in 1945 as Mahindra & Mohammed. Later on, after the
partition of India, one of the partners - Ghulam Mohammad - returned to Pakistan, where he became
Finance Minister. As a result, the company was renamed to Mahindra & Mahindra in 1948.

M&M started its operation as a manufacturer of general-purpose utility vehicles. It assembled CKD
jeeps in 1949. Over the passing years, the company expanded its business and started manufacturing
light commercial vehicles (LCVs) and agricultural tractors.

M&M partnered with companies prominent in the international market, including Renault SA,
International Tuck and Engine Corporation, USA, in order to mark its global presence. M&M also
started exporting its products to several countries across the world. Subsequently, it set up its branches
including Mahindra Europe Srl (based in Italy), Mahindra USA Inc., Mahindra and Mahindra (China)
Tractor Co. Ltd.

At the same time, M&M managed to be the largest manufacturer of tractors in India, by holding
leadership in the market of the country, for around 25 years. The company is an old hand in designing,
developing, manufacturing and marketing tractors as well as farm implements. It made its entry to the
passenger car segment in India, with the manufacture of Logan (mid-size sedan) in April 2007, under
the Mahindra Renault collaboration.

Soon after the considerable success of Logan, M&M started launching a wide range of LCVs and three
wheelers as well as SUVs including Scorpio and Bolero. In the present time, Bolero has gained
immense popularity in India. It is one of the most opted vehicles in its.

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SUV PRODUCT OF MAHINDRA AND MAINDRA

MAHINDRA BOLERO MAHINDRA SCORPIO

(Expected Price: Rs 8.00 L – 11 L) (Expected Price: Rs 11.38 L – 19 L)

MAHINDRA XYLO THAR

(Expected Price: Rs 8.00 L – 11 L) (Expected Price: Rs 10.00 L –11.00L)

VERITO QUANT

(Expected Price: Rs 7.46 L – 9.50 L) (Expected Price: Rs 5.90L – 7.49 L)

MAHINDRA Compact XUV500

(Expected Price: Rs 15.00 L – 21 L)

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MAHINDRA NEW LAUNCH

MARAZZO XUV 300

(Expected Price: Rs 11.70 L – 16.60 L) (Expected Price: Rs 10 L – 15.60 L)

NEW XUV500 (launch in 2019) ALTURAS G4

(Expected Price: Rs 15.20 L – 21.80 L) (Expected Price: Rs 31.71 L – 34.80

L)

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MARKET RESEARCH

S.no Company name Market share

1 Maruti Suzuki 49.6%
2 Hyundai Motors India 12.33%
3 Tata Motors 5.91%
4 Mahindra and Mahindra 7.5%
5 Toyota India 4.32%
6 General Motors India 5.49%
7 Ford India 2.9%
8 Honda Cars India 5.53%
9 Volkswagen India 1.38%
10 Nissan Motor India 1.61%
TABLE NO. 1:- Market Research of M&M 2019

India is the second fastest growing automobiles market in the world after china.

The automobiles industry in India is one of the largest and is the fastest growing
industry, world-wide. There has been a dramatic development and change in
automobiles industry, particularly for the last couple of years. With many companies
now concentrating more on customers’ needs and price factors, there has been a
sharp rise.

The reason behind this is simple; foremost, there is an increase in demand for more
and usage of automobiles and second, there is a sharp rise in the percentage of profit
that the automobiles manufacture make, contributing a considerable income to the
India economy as well.

The India automobile industry manufactures over 1.1 crore of vehicles and exports
about 15 lakh each year. The dominant products of the automotive industry are two-

22
wheelers that occupy a market share of around 75%. Passenger cars have a market
share of about 16% while commercial vehicles and three-wheelers share about 9%
between them.

COMAPRISON OF QUALITY STANDARDS OF MAHINDRA AND

MAHINDRA

TABLE NO. 2:- Standards Quality of M&M 2019

A study ‘Assessment of quality od automobiles Services’ was conducted by VOICE Society with
support from Union Ministry of Consumers. Affairs, Government of India, under ‘JAGO
GRAAHAK JAGO’ campaign. Mahindra ranked 2nd in India in ‘overall satisfaction shown by
Consumers’ and number 1 in recommending the service station to family/friends after the 3 rd free
service. 100% respondents said they got response from the company whenever contacted.

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Passenger Vehicle Analysis Fiscal Year 2017-18

Overview automobile Industry: - Overall India automobile Industry has shown 3%

growth in FY 2017-18 Compare to last FY 2016-17. Production and domestic sales
has registered growth of 1.20% and 2.61%, however export is negative growth due to
negative global environment and fluctuation.

TABLE NO.3:- Passenger Vehicle Analysis

Most of the automobiles players have plan for expending their activities in India including new
product launches. India automotive industry contributes 5-6% in GDP and more than 15 million
man powers directly associate with auto industry. However the overall performance is not giving
good vibes for Industry. India govt should take some action for stabling fundamental sentiments of
economy.

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Passenger vehicles segment: one of the hot spot in world automotive industry is India car market.
India car industry is going thru turbulent times in now. Car sales are down by more than 6% in FY
2012-13 compare to last year of FY 2011 -12. The main reasons are high interest rates, fuel price,
high inflation; low movement in other sectors etc. utility vehicle segment is having maximum
growth in this segment @ 52%. Ertiga has put successful foot print this segment. This vehicle is
giving good competition to Innova. SUV segment also grown due to its fuel economy and price
combination became top choice for larger families.

TABLE NO.4:- Passenger Vehicle Segment

25
STP

Segments:-

Mahindra and Mahindra has complete range of SUV’s and sedan segment for attracting their target
segments.

Automobiles can be classified based on different criteria. Society of India automobiles

manufactures (SIAM) classifies automobiles based on their length. As per this model, cars are
classified into different segment such as A1, A2, etc.

Segment Type Length

A1 Mini Upto 3400mm
A2 Compact Upto 4000mm
A3 midsize Upto 4500mm
A4 Executive Upto 4700mm
A5 premium Upto 5000mm
A6 luxury Upto 5000mm
passenger car segment in India

Source: SIAM

We can also classify Indian passengers cars into different segments based on price and
functionally.

Segment Price
Economy Less than INR 500000
Premium INR 500000-1500000
Super- premium Above 1500000
Indian car segment based on prices.

Target Group:-

Mahindra and Mahindra is mainly targeting upper middles class young executive who prefer a
better lifestyle foe them. They are mainly the professionals and businessman. Mahindra and
Mahindra has also the strong rural reach through its exclusive showrooms.

26
They have find out many significance factors that customers take into account while making
purchase decisions. The various factors are as follows:-

Factors
Price
Mileage
Styling/exterior
Spaciousness
Availability of spares
Interiors
Reliability/quality
Brand name
Availability of financial schemes

Positioning

Mahindra and Mahindra to use ‘RISE’ as new brand positioning. Keeping with its global ambition,
home-grown farm equipment-to-auto group Mahindra and Mahindra today said it will embark on a
brand positioning to project a singular voice foe various entities under its umbrella.

The group which has decided to use ‘RISE’ as the new brand position, said it will be spending Rs
120 crore in the next years towards promoting the new initiatives.

27
DEALER PROFILE

Overview

Our Distinction:

This is one of the largest authorized dealers for Mahindra & Mahindra Automotive. Record sales in
the first year of operation.

Partners in Progress:

We are the preferred partners of M&M automotive, chiefly due to our successful sales record and
quality. Our facilities have remained unsurpassed, as we strive every day to better our self.

Commanding Presence:

Morani Four wheels as a centralized air-conditioned showroom of M&M automotive its kind in
Lucknow, spread gracefully and decorated elegantly over an impressive 8100 Sq.Ft at Lucknow,
Being equipped with affable front office staff and adept professional technicians, Provide a perfect
of quality Service and Reliability.

Space Friendly:

The interiors are aimed at making you feel completely at ease, in luxury. Because for us the
customer is king, one who deserves a regal offering. The setting is apt for times when you need to
switch into a relaxed state of mind.

Technology to Stay Ahead:

We are equipped with the latest technological advancement in the industry, in order to give the best
of services when it matters. Not just to be part of, But to build the future, is our motto.

Ambience the Exude Relaxation:

Ours is one of the few service centres to be equipped with a fully-fledged customer- waiting
lounge. A part from a television and pool table, it had a wed kiosk to keep u connected all the time.

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Service with Commitment:

Our dedicated team of mechanical specialty offers expert treatment for your vehicle. We ensure
consistency in performance each time, without fail.

Attention to Details:

We provide genius spare parts and accessories to ensure exceptional performance. Every single
aspect related to your vehicle is taken care of at our premises.

Dealing Made Convenient:

It is a part of our commitment policy to give advantage to the customer at every juncture. We offer
assistance of every kind at our premises itself, which makes it a one stop facility.

Expert Guidance at Every Step:

Our sales team gives utmost priority to your satisfaction. When you need help to make the right
choice, it is ensured that the result is beyond your expectations. Thus making it a point that you get
the best in both luxury and comfort always.

Models: Mahindra & Mahindra has been launching various type of MUVs and cars from the year
of 1945, keeping in mind the quality, design, driving, comfort, fuel efficiency, and service and
resale value. These from a formidable force that gives our customers the pride and the joy of value
forever. What drives M&M is

 Commitment
 Leadership
 Any an eye for appropriate technology.

Since 1945, when M&M first began manufacturing MUVs & LCVs, M&M have been engaged in a
single-minded endeavour to bring you cars that only state-of-the-art, but are also some of the most
environments -friendly vehicles in this world-a reflection of our commitment and care, for better
environment.

At the heart of every M&M is a unique engineering and an optimal mix of power and economy.

All this is supported by M&M nation — wide dealership network and automated workshop that
provide excellent after sale service

29
The company has constantly exploring new opportunity to define the shape to tomorrow’s driving
technology.

Promotional Activities:

The promotional activities adopted by A. Automovers Four wheels are

 Test Driving
 Free Driving
 Hoarding
 Advertisement in Newspaper and magazines
 Gift Schemes
 Mileage Contents
 Free Service

Promotional expenses have been borne by both A Automovers Four wheels and M&M, shares in
advertisement cost.

Service Offered:

Six Service and paid service after sale of Cars.

 Free check-up campaigns

 Finance through bank
 Demonstration for new products
 Acceptance of warranty claims

Working Time in A Automovers Four wheels:

Working hours in A Automovers Four wheels are 12 hours per day starting 10.00am to 6.00pm
with one-hour break for lunch and 15 minutes for evening tea and coffee.

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SWOT ANAYLSIS

Strength:

 Trust people are having in the brand name Mahindra motors.

 Strong relationship with dealers Number of authorize service station is in good number than
that of competitors
 Product is based on M-HAEK and CRD engine which are successfully running on roads.
 Most of the market is credit driven so easy finance provided by Mahindra motors (Mahindra
finance) itself and others is an edge over competitors.
 Stylish when compared to Tata product.
 More spacious than Tata product.
 Safer than Tata product.
 The size of fuel cylinder is large. Therefore to go Number of times to a petrol pump for
filing.

Weaknesses:

 Dealers are selling vehicles at different prices in a single city.

 Type of MRF is not having a very good claim processing system Claim processing is carried
out only twice a week.
 Maintenance cost is high.
 Rising cost of raw materials resulting in law margins. Therefore discounts can’t be offered

Opportunities:

 Improving road infrastructure.

 Standard of living of country people are improving day by day because of increasing per
capita income so there is a chance of spreading the business in every nook corner of the city.
 Development Hybrid cars and fuel efficient cars for the future.
 Fast growing automobile market.
 Unfulfilled customer expectation.

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Threats:

 Demand contraction due to market upheaval.

 Strong presence of Tata product, Maruti product
 Government policies for the automobile sector across the world.
 Ever increasing fuel prices.
 Trade barrier due to economic crash.
 Intense competition from global automobile brands.

32
My work during the Internship:

I have worked on these parameters:

Fixed deposit:-

I have worked on fixed deposit and broker empanelment got the data of 238 people and I called
them told about the scheme of fixed deposit both cumulative and non-cumulative scheme. The
initial starting rate of interest of Mahindra and Mahindra financial service ltd is 9.25% in
cumulative scheme for one year and in non-cumulative scheme is 9% in half yearly and in quarterly
it is 8.90% with this I went to people by taking a appointment from them. Now a day it is very
difficult to convince a customer for FD because .People are more interested in govt bonds and
securities. The main reason behind it is the security concern. So people are not willing to pay the
money or we can say store their money in the reputed organizing which is ensuring the highest
security through FAAA CRISIL rating. This is because of our traditional culture because people
still believe in depositing their money into banks where the rate of interest is less or if they willing
to store their money they will give it to the Govt. banks rather than these kinds of private
organizing. On the other way if they are ready to invest in FD, the interest factor comes into
existence where Mahindra Finance is lacking behind because SHRIRAM is giving more than
Mahindra. So I took knowledge of that also and got to know the rate of interest. And what are the
loop holes of other company’s scheme. Yes shriram is giving more rate of interest but they deal in
NCD the customer cannot redeem their amount before the maturity period In NCD. So I take the
advantage of this Information to convince people that this will not happen in Mahindra and
Mahindra you can redeem your amount at any time. And this is my second week experience in the
field.

Documents required for car finance:-

1. Salary
 Pan card
 Adhar card
 3 months’ salary slip
 6 months banking statement
 Form (16A+B) both

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2. Ownership
 Pan card
 Adhar card
 Electricity bill
 Water bill
 Landline bill
 Rent agreement (almost 3 months)
3. Businessman
 Pan card
 Adhar card
 2 yrs. ITR
 Bank statement

 NPI (NON INCOME PROOF)

 Pan card
 Adhar card
 6 months bank statement
 Collection
 Zero bucket ( Installment paid in each months)
 1 to 3 bucket (1or 2 Installment pending)
 31 to 60 bucket (2 or 3 Installment are pending )
 61 to 90 bucket (3 month or 6 months Installment are pending)
 91 to 120 bucket (6 months Installment are pending)

 DOCUMENT REQUIREDMENT
 Address proof
 Adhar card
 Id proof
 6 months bank transaction
 8 cheque sign
 Income proof
 ANNEXURE AT BACK

34
Research Methodology

A research process consists of stages or steps that guide the project from its conception through the
final analysis, recommendations and ultimate actions. The research process provides a systematic,
planned approach to the research project and ensures that all aspects of the research project are
consistent with each other.

INTRODUCTION

This chapter aims to understand the research methodology establishing a framework of evaluation
and revaluation of primary and secondary research. The techniques and concepts used during
primary research in order to arrive at findings; which are also dealt with and lead to a logical
deduction towards the analysis and results.

EXPLORATORY RESEARCH

The method I used for exploratory research was

* Primary Data

* Secondary data

PRIMARY DATA

New data gathered to help solve the problem at hand. As compared to secondary data which is
previously gathered data. An example is information gathered by a questionnaire. Qualitative or
quantitative data that are newly collected in the course of research, Consists of original information
that comes from people and includes information gathered from surveys, focus groups, independent
observations and test results.

Data gathered by the researcher in the act of conducting research. This is contrasted to secondary
data, which entails the use of data gathered by someone other than the researcher information that
is obtained directly from first -hand sources by means of surveys, observation or experimentation.

Primary data is basically collected by getting questionnaire filled by the respondents.

35
SECONDARY DATA

Information that already exists somewhere, having been collected for another purpose. Sources
include census reports, trade publications, and subscription services. There are two types of
secondary data: internal and external secondary data. Information compiled inside or outside the
organization for some purpose other than the current investigation Researching information, which
has already been published? Market information compiled for purposes other than the current
research effort; it can be internal data, such as existing sales-tracking information, or it can be
research conducted by someone else, such as a market research company or the U.S. government.

Secondary source of data used consists of books and websites

DATA COLLECTION

Data collection took place with the help of filling of questionnaires. The questionnaire method
come to the more widely used and economical nans of data collection. The common factor in all
varieties of the questionnaire method is this reliance on verbal responses to questions, written or
oral. I found it essential to make sure the questionnaire was easy to read and understand to all
spectrums of people in the sample. It was also important as researcher to respect the samples tin
and energy hence the questionnaire was designed in such a way, that its administration would not
exceed 4-5 mins. These questionnaires were personally administered.

The first-hand information was collected by making the people fill the questionnaires. The primary
data collected by directly interacting with the people. The respondents were contacted at shopping
malls, markets, places that were near to showrooms of the consumer durable products etc. The data
was collected by interacting with 200 respondents who filled the questionnaires and gave in the
required necessary information. The respondents consisted of housewives, students, businessman,
professionals etc. the required information was collected by directly interacting with these
respondents.

36
Scope and the Limitation of the study

 Today is buyer market.

 Market is very volatile.
 The scope of study is limited to the respondent are selected from in and around Lucknow.
 Competition among dealer in same brand in same territory.
 However, Mahindra and Mahindra Automobile showrooms are located in other places i.e.
locally and even in the neighbouring states. Only opinion of respondents of Lucknow city
was consider for finding out the opinions of respondents
 Cash payment doesn’t accept more than 2 lakh.

37
DATA ANALYSIS & INTERPRETATION

Table No. (1) Customer Satisfaction Data

Yes No
78% 22%
Source: Questionnaire

Figure: 1 Customer Satisfaction data

Interpretation 1:

The sample drawn on probability basis shows that 78% of the customers were satisfied with
XUV300 variant and only 22% were not satisfied with XUV300 variant.

Observation:

Most of the respondents approached were satisfied with XUV300.

38
Table no: 2 Factors affecting customer’s satisfaction towards Mahindra
XUV300

Factors No. of Respondent Percentage

Features 18 12%
Low maintenance 51 34%
Comfort 27 18%
Style 24 16%
After sale service 30 20%
Source: Questionnaire

Figure: 2

Interpretation 2: The sample drawn on the probability has is clearly shown that 34% (51
respondents) are the opinion that low maintenance is the satisfaction factor XUV300 and 20% (30
respondent) of them who view after sale services as a vital factor for customers satisfaction.
Followed by comfort this corresponds to 18% (27 respondents). Style with 16% (18 respondents)
of them view that features of XUV300 as satisfaction factors.

Observation: Majority of the respondent are of the idea that low maintenance of the top most
feature contributing to customers satisfaction followed by after sales service comfort style and
features.As such, Mahindra should focus on the aspects, which will enhance the customer
satisfaction and thus the market share.

39
Table No: 3 Customer opinions towards fuel consumption.

Factor Percentage
Extremely satisfied 27%
Satisfied 49%
Neutral 17%
Dissatisfied 7%
Total 100%

Source: Questionnaire

Figure: 3

Interpretation 3: 100% of the respondents 49% of the respondents approached were satisfied with
the fuel consumption of the XUV300. Followed by 27% was extremely satisfied, 17% are neutral
and rest of the 7% is more dissatisfied with fuel consumption of XUV300.

Observation: As the majority of the respondent are satisfied with the fuel consumption of
Mahindra XUV300, the company should maintain the same standard and it is suggested to come up
with suitable measure to reduce the negative opinion among the consumer who are of the opinion
that the fuel consumption is a dissatisfying factors.

40
Table No: 4 Customer opinions towards safety and comfort.

Factor Percentage
Extremely satisfied 23%
Satisfied 47%
Neither satisfied & dissatisfied 20%
Dissatisfied 10%
Total 100%
Source: Questionnaire

Figure: 4

Interpretation 4: 100% of the respondents 47% of the respondents approached were satisfied with
the safety and comfort feature of the XUV300. Followed by 27% was extremely satisfied, 17% are
neutral and rest of the 7% is more dissatisfied with the safety and comfort feature of XUV300.

Observation: As the majority of the respondents are satisfied with the safety and comfort feature
of Mahindra XUV300, the company should maintain the same standard and it is suggested to come
up with suitable measure to reduce the negative opinion among the consumer who is the opinion
that the fuel consumption is a dissatisfying factor.

41
Table No: 5 Customer opinions towards design.

Factor Percentage
Extremely satisfied 20%
Satisfied 40%
Neutral 27%
Dissatisfied 13%
Total 100%
Source: Questionnaire

Figure: 5

Interpretation 5: 100% of the respondents 40% of the respondents approached were satisfied with
the design of the XUV300. 20% was extremely satisfied, 27% of them neutral and 13% are
dissatisfied with the design of the XUV300.

Observation: As the majority of the respondents are satisfied with the design of Mahindra
XUV300, the company should maintain the same standard and it is suggested to come up with
suitable measure to reduce the negative opinion among the consumer who is the opinion that the
fuel consumption is a dissatisfying factor.

42
Table No: 6 Customer satisfactions towards space availability in XUV3oo.

Factor Percentage
More satisfied 27%
Satisfied 53%
Neither satisfied & dissatisfied 17%
Dissatisfied 3%
Total 100%
Source: Questionnaire

Figure: 6

Interpretation 6: The sample drawn on the probability basis shown that out of 100% of the
respondents 53% of the respondents approached were satisfied with the space of the XUV300.
27% was more satisfied, 17% of them neither satisfied nor dissatisfied of the XUV300 and 3% are
dissatisfied with the space availability of the XUV300.

Observation: As 80% of the respondents are happy with the space availability of the Mahindra
XUV300 vehicle, it can be conducted that the company has undertaken proper R&D in the aspect.

43
Table No: 7 Customer Satisfaction towards maintenance of Mahindra XUV300.

Factor Percentage
Extremely satisfied 23%
Satisfied 51%
Neutral 21%
Dissatisfied 5%
Total 100%
Source: Questionnaire

Figure: 7

Interpretation 7: The sample drawn on the probability basis shown that out of 100% of the
respondents 51% of the respondents approached were satisfied with the Maintenance of the
XUV300. 23% was more satisfied, 21% of neutral and 5% are dissatisfied with the maintenance.

Observation: Most of the respondent approached was aware of power steering system introduction
in some variants of XUV300.

44
Table No: 8 customer perceptions about XUV300

Very good Good Average Bad Very bad

20% 47% 21% 12% -
Source: Questionnaire

Figure: 8

Interpretation 8: The sample drawn on the probability basis shown that out of 100% of the
respondents 47% of the respondents gave good respondent to XUV300. 20% gave very good
response.21%gave a average response and 12%gave bad response to XUV300.

Observation: As 67% of the respondents are satisfied that they are happy with XUV300,it satisfies
that the customer satisfaction levels are very high. If the company were to identify pit falls in their
product and undertake remedial measure, thus it will lead to more good word of mouth publicity.

45
RECOMMENDATION & CONCLUSION

Mahindra Company has to implement good customer relationship management strategy that
enhances customer satisfaction level.

The company can for the undertake R&D to improve the existing feature which field help increase
in the customer satisfaction.

The company should promote about the entire feature offered by it.

As majority of the customer give opinion that they are satisfied is the factor, services and design of
the product of the company should take not only maintain the existing standard but also enhance
them.

As majority of the respondents are satisfied with the safety and comfort feature of Mahindra
Bolero, the company should maintain the same standard and it is suggested to come up with
suitable measure to reduce the negative opinion among the consumer who are of the opinion that
the fuel consumption is a dissatisfying factor.

Majority of the respondents are satisfied with the safety and comfort feature of Mahindra Bolero,
the company should maintain the same standard and it is suggested to come up with suitable
measure to reduce the negative opinion among the consumer who is of the opinion that the fuel
consumption is a dissatisfying factor.

As such, Mahindra should focus on the aspects, which will enhance the customer satisfaction and
thus the market share.

46
Limitation of the survey

Though best effort have been made to make the study fair transparent and error yet there might be
some inevitable and limitations. Although outright measures area undertaken to make the report
most accurate some inadvertent errors might have crept in and suggestions to improve or eliminate
the same are most welcome.

• The limitations of the survey are narrated below:

• The project is valid for the predefined area of work Lucknow.

• There may be some biased response from the respondents.

• Some respondents did not provide the full data.

47
CONCLUSIONS

Mahindra and Mahindra Motors have a very good market share in the state of Lucknow for the
SUV segment. The company is offering good services, which is reflected on the satisfaction of the
customer. Majority of the customer are satisfied with the design of the vehicle.

Mahindra & Mahindra motors are providing better facilities corn pair with other brand. As 67% of
the respondents are satisfied that they are happy with Bolero, it satisfies that the customer
satisfaction levels are very high. If the company were to identify the pitfalls in their product and
undertake remedial measure, thus it will lead to more good word of mouth publicity.

Though majority of the customer are satisfied that the maintenance cost of Mahindra Bolero is less,
around 20% are not satisfied which may be because of comparison of Bolero with the newly
launched competing bands coming with even lower maintenance cost.

As 80% of the respondents are happy with the space availability of the Mahindra Bolero vehicle, it
can be conducted that the company has undertaken proper R&D in this aspect.

The 20% of the respondents who have answered negatively may be comparing with the vehicle in
the same category launched very recently.

48
REFERENCES

1. Philip Kotler, Kevin Keller (2009), Marketing Management (Thirteenth Edition)

2. Marketing Management, the McGraw-Hill Company Rajan Saxena (Third Edition)

3. Berman, Barry anti Joel r Evans (Oct - 1997) Retail Management: A strategic approach 8th
edition Englewood cliffs NJ printcehall

4. Country analysis 1997 “A framework to identify and evaluate the national business
environment”

Hardward Business Review.

MAGAZINES:

A) OUTLOOK BUS INESS (FEB. 2017)

B) BUSINESS TODAY - Pick anti Choose

C) BUSINESS TODAY Mahindra & Mahindra to briny new model XUV300.

INTERNET:

1. Mahindra & Mahindra' Official Website

2. WWW.Business world.com

3. WWW.Autowold.com

4. WWW. Top gear.com

5. WWW.Gaddi.com

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