SUMMER TRAINING REPORT

ON

STUDY ON MARKETING STRATEGIES

OF

RS. AJIT SINGH & CO. (Automotives) Pvt. Ltd.

SUBMITTED BY.
UNDER THE
GUIDANCE OF. HITESH VERMA

Mr. GOPAL VERMA Roll No:50614901717

Class: BBA 5rd Sem

DEPARTMENT OF BUSINESS
ADMINISTRATION

MAHARAJA SURAJMAL INSTITUTE

C-4 , Janak Puri, New Delhi, Delhi 110058Affiliated To :

Guru Gobind Singh Indraprastha University
 CERTIFICATE

This is to certify that HITESH VERMA pursuing Bachelor of Business Administration

from Maharaja Surajmal Institute has completed this project under my supervision and
guidance. He has taken RS. AJIT SINGH AND CO. pvt. Ltd.. e of all necessary aspects
and shown interest and sincerity during the completion of the project report on STUDY
ON MARKETING STRATERGIES to my full satisfaction.

I certify that this project is up to my expectations as per the guidelines laid down by
Guru Gobind Singh Indraprastha University.

Mr. / Dr./ Ms.

Date
 ACKNOWLEDGEMENT

Management is a profession wherein no work can be accomplished without the help and assistance of a
large number of people, be it your superiors or subordinates. A good manager is the one who knows how
to get the work accomplished with the help of his colleagues. As future managers, we are taught to
practice such behavior at every step. This project is also a part of it.

I would like to thank MAHARAJA SURAJMAL INSTITUTE .for providing me with this great
opportunity to work on this report and choosing my own topic of interest.

Further I would also like to thank everyone in Ideal with whom I have come in contact during the
preparation of this dissertation.

I wish to express my sincere gratitude to Mr. ………………………..for their extended support during
the study and preparation of the report. All have been profoundly instrumental in making the project
undertaken the source of knowledge providing all the support and necessary guidance.
 TABLE OF CONTENT
1

8
CHAPTER 1
INTRODUCTION
 INTRODUCTION CHAPTER – 1

INTRODUCTION
“Marketing is a social and managerial process by which individuals and groups obtain what they need

and want, through creating, offering and exchanging products of value with others”.

- Philip Kotler.

Marketing includes all those activities having to do with effecting changes in the ownership and

possession of goods and services. It is that part of economics which deals with the creation of time,

place and possession utilities and that phase of business activity through which human wants are

satisfied, by the exchange of goods and services for some valuable consideration.

- American Marketing Association.

Marketing is the process of discovering and translating consumer wants into product and service

specifications and then in turn helping to make it possible for more and more of consumers to enjoy

more and more of these products and services.

Marketing consists of analyzing marketing opportunities, researching and selecting target markets,

designing marketing strategies, planning marketing programs and organizing, implementing and

controlling marketing effort.

Companies have to identify long and short term marketing opportunities and research the selected

market by measuring and forecasting attractiveness of the given market. Having selected the market,

the companies need to develop a differentiating and positioning strategy for the target market. The

marketing strategy must be transformed into marketing programs by deciding on marketing

expenditures and the marketing mix. The final step is organizing the marketing resources and

implementing and controlling the marketing plan.

Marketing Mix

Marketing mix is the set of marketing tools that a firm uses to pursue its marketing objectives in the

target market.

McCarthy has popularized a four factor classification of marketing tools known as the 4P’s of the

marketing mix. They are:

• Product

• Price

• Place

• Promotion

Product:
Product stands for the firm’s tangible offer to the market, including the product quality, design,

features, branding and packing. It deals with new product development, product life cycle, product

mix, product lines, branding and associated services to a product. From the customer’s point of view,

it helps in satisfying the customer’s needs and wants.

Price:
Price is the monetary value of the product. Price deals with selecting the pricing objectives, setting the

price, discounts, allowances, payment policies and credit terms. It is very important to the customers

as it decides the cost the customer has to pay to gain the product value.

Place:
This marketing tool stands for the various activities the company undertakes to make the product

accessible and available to the customer. It involves market size, channel selection and management,

storage and physical distribution with the ultimate purpose of efficiently supplying the company’s

offer to the target market. To the customer, this marketing tool refers to convenience.

Promotion:

Promotion stands for various activities the company undertakes to communicate and promote its

products to the target market. It involves communication programs i.e. direct marketing, advertising,

sales promotions, public relations and motivation of sales force. To the customer this tool provides

knowledge and information.

5
Page
The Promotion Mix of a company includes the following tools;

Advertising:

It is any paid form of non-personal presentation and promotion of ideas, goods or services by an

identified sponsor.

Direct Marketing:

It refers to the use of mail, telephone and other non-personal contact tools to communicate with or

solicit a response from specific customers and prospects.

Personal Selling:

Face to face interaction with one or more prospective purchasers for the purpose of making a sale

refers to personal selling.

Public Relations and Publicity:

It refers to the variety of programs designed to promote and or protect a company’s image or its

individual products.

Sales Promotions:

The short-term incentive to encourage trial or purchase of a product or service refers to sales

promotion. Whereas advertising offers a reason to buy; sales promotion offers an incentive to buy.

Since sales promotion directly push up the sales, increasing number of companies are undertaking

sales promotion activities.

6
Page
Sales Promotion

Sales promotion refers to the short-term incentives to encourage sales of a product or service. It

consists of a diverse collection of incentive tools, mostly short-term, designed to stimulate quicker and

greater purchase of products or services by consumers.

Purpose of Sales Promotion

Sales promotion tools vary in their specific objectives. They may be used to attract new customers, to

reward loyal customers and to increase the repurchase rates of occasional users. Sales promotion

usually targets brand switchers because non-users and users of other brands do not always notice a

promotion. Sales promotions are thus also seen as a tool for breaking down loyalty to other products.

Sales promotions also let manufacturers adjust to short term changes in supply and demand and

differences in customer segments. They also let manufacturers to experiment by varying prices. Sales

promotions also lead to greater consumer awareness of prices.

To use sales promotion, a company must set objectives, select the right tools, develop the best

program and implement it and evaluate the results.

Objectives of Sales Promotion

The specific objectives set for sales promotions will vary with the type of the target market. For

consumer promotions, objectives include encouraging purchasing of larger sized units, building trial

among non-users and attracting switchers away from the competitor’s brands. For trade promotions,

objectives may include; including retailers to carry new items and higher level of inventory,

encouraging off-seasonal buying, of-setting competitive promotions, building brand loyalty of

retailers and gaining entry into new retail outlets. The sales force promotions help in encouraging

support of a new product or model, encouraging more prospecting and stimulating off-seasonal sales.

But most importantly, sales promotion should be focused on consumer relationship building.

Sales Promotion Tools

Many tools can be used to accomplish sales promotion objectives. Descriptions of the main

promotional tools are as follows;

a) Samples : Samples are one of the most important tools of sales promotion.
Samples are defined as offers to consumers of a small amount of a product for

trial. Free samples are given to consumers to generate their interest in the

product. Samples help consumers verify the quality of the product.

b) Coupons : A coupon is a certificate that fetches buyers a saving

when they purchase a specified product. Coupons are generally

issued along with the product.

c) Demonstration : A coupon is a certificate that fetches buyers a

saving when they purchase a specified product. Coupons are

generally issued along with the product.

Trade Promotion Tools
More money is spent by companies on trade promotion (58%) than on consumer promotions (42%).

The major trade promotion tools are as follows;

a) Discounts:
It is also known as price-off or off-invoice or off-list. Discounts price cut off the list price on

a particular quantity purchased during a stated time.

b) Allowances:
They are the amount offered in return for an agreement by the retailer to feature the

manufacturer’s products in some way; displays, advertising or otherwise.

c) Free Goods:
Free goods are the extra merchandise offered to middlemen who buy a specific amount of a

product.

Companies also offer push money and specialty advertising items to the middlemen.
Business Promotion Tools
Companies spend huge amount on promotions focused on industrial consumers. The major business

promotion tools are as follows;

• Trade Shows and Conventions.

• Sales Contests.

Clearly, sales promotions play an important role in the total promotion mix. To use it well, the marketer

must define the sales promotion objectives, select the best tools, design the sales promotion program, pretest

and implement the program and evaluate its results.

 OBJECITIVES OF THE STUDY

1. To study the various promotional strategy adopted by R S Ajit Singh & Co. Private Limited

2. To find out the footage of R S Ajit Singh & Co. Private Limited With respect to other players in
the market.

3. To observe and understand the practice followed by R S Ajit Singh & Co. Private Limited

4. To find out the communication linkages and de-linkages in the organization.

5. To study the activities of each and every department of the organization.

 REVIEW OF LITERATURE
Title of the Study

The title of the study is – “A STUDY ON SALES PROMOTION OF HOME

T PRODUCTS at R S Ajit Singh & Co. Private Limited ”.

Statement of the Problem

The Internship is mainly undertaken to study the sales promotional strategies at

R S AJIT SINGH & CO. PRIVATE LIMITED. The intention of the study is to find

what attributes needs further improvement in order to make the product more

preferable in the market.

The main aim of the study is to uncover new relationship and identify any problem

that may arise in future. Hence, exploratory research is been conducted. Exploratory

research as its name implies endeavors of exploring the possibility of doing research

on a subject where due to lack of existing knowledge framing and testing the

hypotheses is difficult. In today’s crowed marketplace where products and services

are touting themselves to be the best, it is vital to stand out in the crowd. The study

was undertaken to explore how a company or brand can ensure a store that stands out

and not get lost in the crowd.

 Scope of the Study

This project was undertaken for a specific period in R S AJIT SINGH & CO. PRIVATE

LIMITED. It is an exercise that is well planned into the curriculum giving the researcher a

valuable opportunity to understand the working dynamics of the organization and to

experiment and exhibit the recently acquired management and administration skills.

Ajit Group is one of North India’s fastest emerging groups in the Commercial Vehicle

Segment. The group began its operations through a transport company in the early 1960’s.

Over the last 5 decades, the group has grown and expanded its operations in various

segments of the automobile industry and now has work force of more than 200 people.
 Methodology of the Study

A variety of methods of study have been adopted by the researcher to fulfill the

objectives of the study.

➢ In order to have a better grasp of the study, the researcher chose to

become a keen observer, studying the various aspects of the organization.

➢ To have a broader perspective of the study, the researcher attended

products of RS R S AJIT SINGH & CO. PRIVATE LIMITED & CO.PVT.LTD.

were displayed.

➢ In order to fund out the market realities, the researcher visited

➢ With a view to understand the crunch of the matter and to find out the
ground realities, the researcher formed a schedule specifically for the set of

respondents. The researcher met the respondents personally, interviewed

them and made them to fill the questionnaire.

The researcher has done the research in the following manner;

a) Type of the research undertaken is analytical.

b) Technique used is random sampling.

c) Sample size taken is 30.

d) Sources of data used include both primary as well as secondary data.

e) Tool used for the research is questionnaire.

f) Plan of analysis are tables and graphs.

 RESEARCH METHODOLOGY

Data Collection Methods

In this study, the foremost data collection instrument used is the questionnaire

method. The questionnaire has been designed with both open ended and closed ended

questions. Apart from this, the research instrument consists of primary and secondary

data collected for the study.

Primary Data:

Here first hand information is obtained by distributing printed questionnaire to the

marketing executives of the company. Data was also obtained from the observation

and interview technique adopted by the researcher. Moreover, information was

disseminated by the departmental heads.

Secondary Data:

Here the information is obtained from the brochure of Zockethub, books, websites,

newsletter, journals, magazines, newspapers, etc.

 SOURCES OF DATA

Primary Data Secondary Data

Questionnaire Newsletter
Observation Journals
Interviews Magazines
Visits to other Newspapers
Companies Information
Through Departmental heads Websites
BOOKS
 Limitations of the Study

Every study is bound by limitations and as such this is no exceptions.

1. “Change is Constant” rule of nature. Hence, the study undertaken

may not hold good for longer duration.

2. The study was conducted under the assumption that the information

given by the respondents is authentic.

3. The analysis and suggestion are given only with respect to marketing

aspects as technical suggestion with respect to the product could not

be given.

4. Confidential matters were not disclosed by the company.

5. There were time constraints.

 CHAPTER
2
PROFILE OF THE
ORGANIZATION
R S R S Ajit Singh & Co. Private Limited Singh & Co. (Automotives) Private
Limited is one of the fastest rising Commercial Vehicle dealership within
Northern India. Our group started its operation in transportation segment in the
early 1960s. At present, the dealership business with more than 200 employees and
a wide experience of more than 25 years primarily consists of two companies, R S
R S Ajit Singh & Co. Private Limited Singh & Co. (Automotives) Private
Limited which has been operational since 1986 as an authorized dealership
for Eicher Motors.
Company Presentation - R S R S Ajit Singh & Co. Private Limited Singh &
Co. Private Limited, New Delhi, India
Started to create milestones, we R S R S Ajit Singh & Co. Private Limited
Singh & Co. (Automotives) Private Limited marked our presence in the year
1986 and operates in the manufacturing/servicing of Eicher HD Commercial
Vehicle,Eicher Truck HD Commercial Vehicle Galaxy,Starline School CNG
Bus,Eicher HD Commercial Vehicle,Eicher LMD Commercial Vehicle since
26 years.Our quality services/products have always won us many
appreciations from our clients. Our spontaneous performance and confident
approach in offering the excellent range of Eicher HD Commercial
Vehicle,Eicher Truck HD Commercial Vehicle Galaxy,Starline School CNG
Bus,Eicher HD Commercial Vehicle,Eicher LMD Commercial Vehicle, Eicher
Trucks And Buses that has made us to deepen our roots in the market.We R S
R S Ajit Singh & Co. Private Limited Singh & Co. (Automotives) Private
Limited breathe with the aim to satisfy our clients with our smart
products/services.We are a unit of highly experienced professionals who all
contribute best of their potentials to offer high efficiency.
Managing Director : Mr. B. S. Khurana
Director : Mr. Ajit Mehra
Director : Mr. Sanjay Mehra
Director :Mr. Anil Khanna
Vice President-Strategic Customers :Mr. Naresh
Khanna
Chief Financial Officer :Mr. Rajesh Arora
GM-Administration :Mr. D. P. Singh
Unit Head-Noida Unit :Ms. Ashima Goyal

 
 After completing his education, Mr.
Khurana joined Delhi UP Madhya
Mr.B.S.Khurana Pradesh Transport Company as a
Working Partner. In 1986, he became
(Managing Director) a Director in R. S. Ajit Singh & Co.
Pvt. Ltd. and started handling the
Eicher Commercial Vehicles
dealership and the LML Dealership.
He incorporated Ajit Automotive
Services in 1995 and became a dealer
Strng of Awards received from Volvo EicherCommercial
for EIcher CommercialVehicles in
Vehicles Ltd. to R.S. Ajit Singh & Noida Co. (Automotives)
(UP). He has Pvt. beenLtd. the
1987-88 Overall Outstanding Managing Director of the Ajit Group
1988-89 Overall Outstanding since 1997.
1989-90 Overall 1st Prize He is a stonecutter by nature,
1991-92 All India First – Institutional Sales
1991-92 Best Overall Performance
hammering away at a rock perhaps a
1992-93 hundredSales
Best Overall Performance – Institutional times, with a firm belief that
1992-93 Best Overall – Regional the 101st blow will split it in two, and
1993-94 All India First – Institutional Sales
1993-94 Best Overall – Regional
knowing that it was not the final blow
1994-95 thatsales
All India First Prize – Institutional did it- but all that had gone
1994-95 before.He
All India First Prize – After Sale has lead from the front in
Services –North
1994-95 Special Prize for Vehicle Financing Management
difficult times and made the Ajit
1995-96 Award for Contribution to Apex Consultative Committee (ACC)
1995-96 Group
All India First Prize – Institutional Sales a force to reckon with. His
1995-96 Best After Sales Services - Northbelief that a company can be
1996-97 successful
All India Second Best Prize – Institutional only by building a long
Sales
1996-97 Certificate of Recognition for contribution to ACC
1997-98 term
Award for Best Institutional Sales relation with customers and by
Performance
1998-99 providing
Award for Best After Sales Services – North them exemplary services
1999-00 Certificate for Commendable All forms
round the core of
performance the group.
in institutional His
Sales
2000-01 Certificate for Commendable All round performance in institutional Sales
2001-02
greatest strength is his ability to
Award for Regional Best Overall Performance (North- Delhi)
2002-03 motivate
Award for Regional Best Performance employees
in Customer Servicesand make them
(North-I)
2002-03 Certificate for Contribution to work
ACC together as team.
2003-04 Certificate for Best Performance in Customer Service (North)
Mr. Khurana has always been the
2004-05 Award for Regional Best Overall Performance (North-I)
2006-07 Award for Commendable Performancedrivingin force behind the group’s
5 ton Segment
2007-08 Award for Volume & Market Share success.
GrowthHe has won numerous
in HCV
2008-09 Award for Best Dealer – Heavy awards for the group
Duty Vehicles (North Region)and represents
2009 Award for Best Dealer – Heavy Duty Vehicles (North Region)
2010 Award for Best Dealer in Heavy R.Duty
S. Ajit Singh
Vehicles & Co.
Sales (North (Automotives)
Region)
Pvt. Ltd. on VE’s Apex Consultative
Council.
 

 
CAREERS WITH AJIT GROUP
At the Ajit Group, we firmly believe that employees are a company’s
greatest strength. We always try to create an environment where people
think differently and yet work in harmony. Motivation is the keyword while
creating HR policies. We strive to identify the core strengths of our
employees and provide them a platform on which they can perform and
excel. The group aims to create a conducive work culture by guiding,
training and mentoring employees.

Ajit Group is on the look out for dynamic, self-motivated & hardworking
professionals who will drive the Company forward. We invite you to come
and be a part of the Ajit Group, as we wish to grow with you.

To apply, please send your resume along with a photograph

to hr@rsajit.co.in. Also mention the post applied for
 

Human Resource Team

Ajit Group
 Commercial Trucks
We are a leading Wholesale Trader of Eicher Mega 40-40, Eicher Trucks
Terra 25 HD and Heavy Duty Commercial Truck from New Delhi, India.

Eicher Mega 40-40

We are a renowned organization, which is engaged in offering Eicher Trucks

HD Commercial Vehicle Mega to our clients. The offered range of commercial
vehicles is available in customized specifications to append and respond to the
diverse demands of respectable clients. Along with this, the offered range of
commercial vehicles is designed utilizing high grade raw material and modern
techniques by certified vendors, who ensure to bring it in conformation with the
highest quality norms and standards.
 
Specifications:
 
 Payload truck: 16 tonnes
 GCW: 40200 kg
 Tires: Front 2, rear 4 & spare 1
 Front: 10.00/20-16 PR
 Rear & spare: 10.00/20-16
Get Best Quote
 Eicher Trucks Terra 25 HD

Backed by the rich experience and a competent team of professionals, we are

able to offer Eicher Trucks Terra 25 HD. The offered range of commercial
vehicles is suitably inspected in varied characteristics to ensure its adherence
with the highest quality norms and standards. Along with this, the offered range
of commercial vehicles is available in different specifications in accordance with
the diverse requirements of esteemed clients.
 
Specifications:
 
 GVW tipper: 16 tonnes
 GVW: 16200 kg
 Tires: Front 2, rear 4 & spare 1
 Front: 10.00/20-16 PR
 Rear & spare: 10.00/20-16

Get Best Quote

 Heavy Duty Commercial Truck

Get Latest Price

In order to cater to the diverse requirements of honorable clients, we are able to
offer Heavy Duty Commercial Truck. The offered range of heavy duty
commercial vehicles is made by reliable vendors, who ensure to utilize high
grade raw material and highly advanced technology. Along with this, the offered
range of heavy duty commercial vehicles is suitably tested on different
characteristics to ensure that flawless products are delivered at customers'
premises.

Specifications:
 
 Payload truck: 16 tonnes
 GVW: 25000 kg
 Tires: Front 2, rear 4 & spare 1
 Front: 10.00/20-16 PR
 Rear & spare: 10.00/20-16
 Career Opportunities
At the R S Ajit Singh & Co. Private Limited Group, we firmly believe that
employees are a companies greatest strength. We always try to create an
environment where people think differently and yet work in harmony. Motivation
is the keyword while creating HR policies.
We strive to identify the core strengths of our employees and provide them a
platform on which they can perform and excel. The group aims to create a
conducive work culture by guiding, training and mentoring employees.

R S Ajit Singh & Co. Private Limited Group is on the look out for dynamic, self-
motivated & hardworking professionals who will drive the company forward. We
invite you to come and be a part of the R S Ajit Singh & Co. Private Limited
Group, as we wish to grow with you.

To apply, please send your resume along with a photograph to hr@rsR S Ajit
Singh & Co. Private Limited.co.in . Also mention the post applied for.

Human Resource Team

R S Ajit Singh & Co. Private Limited Group

Director’s detail
Name DIN Designation Appointment Date

PARVINDER SINGH
01913808 Director 5-11-2002
SARDAR

GURINDER SINGH 03129128 Director 5-11-2002

 CHAPTER 3
ANALYSIS
AND
INTERPRETATION
OF DATA
 DATA ANALYSIS AND INTERPRETATION

Table No. 1

Table representing the Gender of the marketing executives

Gender No. of Respondents Percentage

Male 6 20%
Female 24 80%
Total 30 100%

Analysis

➢ 80% of the respondents are male.

➢ 20% of the respondents are female.

Interpretation

 Majority of the marketing executive are male.

 Graph 1

Gender of the Marketing Executives

No. of Respondents

Male
Female
 Table No. 2

Table representing the pricing of products

Prices No. of Respondents Percentage

High ─ ─
Reasonable 16 54%
Competitive 14 46%
Low ─ ─
Total 30 100%

Analysis

1) 54% of the respondents are of the opinion that the products are reasonable.

2) 46% of the respondents are of the opinion that the prices of the products are
competitive.

3) None of the respondents feel that the prices of the products are either high or low.

Interpretation

a) Majority of the respondents opine that the prices of the products are reasonable.

b) The prices of the products are reasonable though they are competitive.
 Graph 2

Pricing of Products

No. of Respondents

High
Reasonable
Competitive
Low
 Table No. 3
Table representing the major competitors of R S Ajit
Singh & Co. Private Limited. with regard to
 Commercial Vehicle Segment systems

Major Competitor No. of Respondents Percentage

No dominant player 24 80
Services 4 13
Solutions 2 7
Total 30 100

Analysis

 Majority of the respondents i.e. 80% opines that there is no dominant

player in the market.

 13% of the respondents are of the opinion that the the major competitor.

Interpretation

 Though the companies likes tech and solutions came into the picture but the fact
reveals that there is no dominant player in the market. So
51
Page
 Graph 3

Representing the major competitors of RS R S AJIT SINGH

& CO. PRIVATE LIMITED & CO.PVT.LTD.
Ltd. with regard to
 Commercial Vehicle Segmentsystems

No of Respondents
30

25

20

15
No of Respondents
10

0
No dominant services solutions
player

52
Page
 Table No. 4

Table representing the competitor’s strength

Strength No. of Respondents Percentage

Quality ─ ─
Brand Image 24 80
Pricing ─ ─
Promotional Activities 6 20
Total 30 100

Analysis

 80% of the respondents are of the opinion that the competitor’s strength is brand image.

 20% of the respondents opine that promotional activities are the strength of the
competitors.

 None of the respondents feel that quality and pricing are the strength of the
competitors.

Interpretation

 Majority of the respondents opines that brand image is the strength of the competitors.
 Graph 4

The Competitor’s Strength

30

24
25

20
Quality

15 Brand Image
Pricing

10 Promotional Activities
6
5

0 0
0
No. of Respondents
 Table No. 5

Table representing the quality of the products of

RS R S AJIT SINGH & CO. PRIVATE LIMITED &
CO.PVT.LTD. with respect to other competitors

Rating No. of Respondents Percentage

Good 17 57
Very good 13 43
Fair ─ ─
Poor ─ ─
Total 30 100

Analysis

 Majority of the respondents i.e. 57% are of the opinion that the products are of good
quality with respect to other competitors.

 43% of the respondents opine that the products are of very good quality with respect to
the other competitors.

 None of the respondents are of the opinion that the products are of fair or poor quality
with respect to other competitors.

Interpretation

 Majority of the respondents is of the opinion that the products are of good quality and is
at par with other competitors having brand names.
 Graph 5

Quality of the products of RS R S AJIT SINGH & CO.

PRIVATE LIMITED with respect to other competitors

No. of Respondents

Good
Very good
Fair
Poor
 Table No. 6

Table representing kind of products sold more per month

Products No. of Respondents Percentage

Heavy duty 27 90

Light duty 3 10
Total 30 100

Analysis

 90% of the respondents are of the opinion that heavyduty Commercial Vehicle Segment
are sold more per month.

 10% of the respondents are of the opinion that light dutyCommercial Vehicle Segment
Products are sold more per month.

Interpretation

 Majority of the respondents is of the opinion that  Commercial Vehicle Segment are sold
more per month because most of the people are not knowing
 Graph 6

Kinds of products sold more per month

No. of Respondents
30

25

20

15
No. of Respondents
10

0
Heavy duty light duty
 Table No. 7

Table representing the merits of the products of

RS R S AJIT SINGH & CO. PRIVATE LIMITED &
CO.PVT.LTD. that differentiates it from others

Merits No. of Respondents Percentage

Reasonable price 10 33
Quality 7 24
Customized product 10 33
Finishing 3 10
Total 30 100

Analysis

 33% of the respondents are of the opinion that reasonable pricing and a customized
product differentiates the products of RS R S AJIT SINGH & CO. PRIVATE LIMITED &
CO.PVT.LTD. from that of others.

 24% of the respondents are of the opinion that quality is the differentiating factor.

 10% of the respondents are of the opinion that finishing is the differentiating factor.

Interpretation

1. Reasonable pricing and customized products differentiates the products of RS R S AJIT

SINGH & CO. PRIVATE LIMITED & CO.PVT.LTD. from that of others.

2. In fact, all the merits such as reasonable pricing, customized products, quality and
finishing contributes in differentiating the products from others.
 Graph 7

Merits that differentiates the products of RS R S AJIT SINGH

& CO. PRIVATE LIMITED & CO.PVT.LTD.

12

10 10
10

8
7
Reasonable price

6 Quality
Customized products
Finishing
4
3

0
No. of Respondents
 Table No. 8

Table representing the factors which play a major role in

demand generation

Factors Ratings

5 4 3 2 1
Price of the product 4 3 0 1 1

Awareness about the 3 1 0 4 1

product
Delivery of the product 1 0 5 1 2
ordered
Presentation about the 0 2 0 3 4
product
Design of the product 1 3 4 0 1

5 - Very important, 4 - Important, 3 - Makes little difference,

2 - Not important, 1 – Does not make any difference.

Analysis

1) Price of the product gets the maximum of 5 rating.

2) Design of the product and the price of the product get the maximum of 4 rating.

3) Delivery of the product ordered gets the maximum of 3 ratings.

4) Awareness about the product gets the maximum of 2 rating.

5) Presentation about the product gets the maximum of 1 rating.

Interpretation

2) Price of the product plays a major role in the demand generation.

3) Design of the product plays an important role in demand generation.

4) Delivery time of the product ordered can make a little difference in demand generation.

Graph 8

Factors playing a major role in demand generation

5
5

4 4 4
4

Price of the product

3 3 3 3 Awareness about the product
3
Delivery of the product ordered
Presentation about the product
2 2 Design of the product
2

1 1 1 1 1
1

00 0 0 0 0
0
62Page

1 2 3 4 5
 Table No. 9

Table representing the promotion of the products of RS R S

AJIT SINGH & CO. PRIVATE LIMITED & CO.PVT.LTD.

Promotions No. of Respondents Percentage

Paper insertion 7 24
Telemarketing 10 33
Display stalls ─ ─
Participating in 10 33
exhibition
Direct mail ─ ─
Presentations ─ ─
Sector 3 10
Total 30 100

Analysis

3) 24% of the respondents are of the opinion that paper insertions are used as promotion of
the product.

4) 33% of the respondents opine that telemarketing is the means of promotion of the
products.

5) 33% of the respondents feel that participating in exhibition has promoted the product.

6) 10% of the respondents are of the opinion that sector are used as promotion of the
product.
Interpretation
4) The company adopts a variety of promotional methods
and sector.

Graph 9

Methods of promoting the products

12

10

Paper insertion
8
Telemarketing

Display stalls
6
Participating in exhibition

Direct mails
4
Presentation

Sector
2

0
No. of Respondents
 Table No. 10

Table representing the discount if given on repeat purchase

Discounts Given No. of Respondents Percentage

Yes 27 90
No 3 10
Total 30 100

Analysis

1 90% of the respondents are of the opinion that the discount is given on repeat purchase.

2 10% of the respondents are of the opinion that discounts are not given on repeat
purchase.

Interpretation

1) Majority of the respondents is of the opinion that discounts are given on repeat
purchase.
 Graph 10

Discounts given on repeat purchase

No. of Respondents

Yes
No
 Table No. 11

Table representing the percentage of discounts given on repeat

purchase

Percentage of Discount No. of Respondent Percentage

2 – 5% 20 66
6 – 10% 5 17
11 – 15% ─ ─
16 – 20% ─ ─
None 5 17
Total 30 100

Analysis

2) 66% of the respondents are of the opinion that 2-5% discount is given on repeat
purchase.

3) 17% of the respondents opine that 6-10% of discount is given on repeat purchase.

4) 17% of the respondents are of the opinion that no discount is given on repeat purchase.

Interpretation

➢
Majority of the respondents are of the opinion that 2-5% discount is given on
repeat purchase.

➢
The company does not adhere to any stringent norm while giving discount on
repeat purchase as there is difference of opinion among the respondents.
 Graph 11

Percentage of discount given on repeat purchase

25

20
20

2-5%
15
6-10%
11-
15%
10 16-
20%
None
5 5
5

0 0
0
No. of Respondents
 Table No. 12

Table representing the way of marketing of the

products

Way No. of Respondents Percentage

Direct marketing 30 100
(Showroom)
Retailers ─ ─
Dealers ─ ─
All of the above ─ ─
Total 30 100

Analysis

3) 100% of the respondents are of the opinion that the marketing of products are through
direct marketing.

Interpretation

1. The products are marketed through direct marketing and dealers and retailers are not
involved in the marketing process.
 Graph 12

The way of marketing of the products

35
30
30

25

Direct marketing
20
Retailers
15 Dealers
All of the above
10

5
0 0 0
0
No. of Respondents
 Table No. 13

Table representing the target consumers

Target No. of Respondents Percentage

Upper class 27 90
Middle class 3 10
Lower class ─ ─
Total 30 100%

Analysis

a) 90% the target customers are from upper class.

b) 10% of the target customers are from middle class.

Interpretation

1) The target consumers are the upper class and the middle class.
 Graph 13

The target consumers

30

25

20

Upper class
15
Middle class

Lower class
10

0
No. of Respondents

72
Page
 Table No. 14

Table representing the kind of incentives received by the

employee

Kind of incentives No. of Respondents Percentage

Commission ─ ─
Schemes ─ ─
Free gifts ─ ─
Recognition 17 57
Nothing at present 13 43
Total 30 100

Analysis

➢ 100% of the respondents are of the opinion that no incentives are given at present.

Interpretation

➢ No incentives are given to the marketing personnel at present.

 Graph 14

Kind of incentives received by the marketing personnel

18

16

14

12
Commission
10 Schemes
Free gifts
8
Recognition
6
Nothing at present
4

0
No. of Respondents
 FINDINGS AND INTERPRETATION

SUMMARY OF FINDINGS AND CONCLISION

A Summary of Findings:

The finding can be grouped together into two broad categories such as;

Specific Findings:

➢ This is pertaining to the objectives of the study.

General Findings:

Khurana the Ajit Group has become one of the most reputed Commercial Vehicle dealers. Fuelled by the
success of The last 50 years, the group aims to achieve consistent growth while building relations through
customer satisfaction.
2. Transparency is maintained at the levels of the organization.

3. The products are marketed through direct marketing (showroom) and dealers are not

involved in the marketing process so far.

4. The activities carried out by each and every department of the organization is systematic.
 Conclusion
“No man has the right to dictate what other men should perceive,

create or produce, but all should be encouraged to reveal

themselves, their perceptions and emotions and builds confidence

in their creative spirit!”

ajit Group is one of North India’s fastest emerging groups in the Commercial
Vehicle Segment. The group began its operations through a transport company in
the early 1960’s. Over the last 5 decades, the group has grown and expanded its
operations in various segments of the automobile industry and now has work force
of more than 200 people.

As on date, the group mainly comprises of two companies. R. S. Ajit Singh & Co.
(Automotives) Pvt. Ltd.,which has been the authorised dealer for Eicher Motors
Limited (Volvo Eicher Commercial Vehicles Ltd.) since 1986. The second Company
in the group is Ajit Automotive Services Pvt. Ltd, which has been an authorised
dealer for Eicher Motors Limited (Volvo Eicher Commercial Vehicles Ltd.) in
Noida (UP) since 1996.

Led by Mr. Khurana the Ajit Group has become one of the most reputed
Commercial Vehicle dealers. Fuelled by the success of  The last 50 years, the group
aims to achieve consistent growth while building relations through customer
satisfaction.
 CHAPTER 4
CONCLUSIONS
AND
RECOMMENDATIONS
 RECOMMENDATIONS AND SUGGESTIONS

This chapter lists the various recommendations and suggestions with respect to the

findings and in congruence with the objectives of the study.

Recommendations:

It’s overwhelming to find out that the organization works in a systematic

1. manner. A
blend of co-ordination will definitely enhance the performance of the company.

Quality clubbed with reasonable pricing and quick delivery made the product of
2. the
company stand apart. The marketing campaign should focus on this aspect and
made according to its line.

3. The strength of the company is its customized products. This very fact must be
highlighted in the marketing campaign.

As the products are reasonably priced, the ambit of the target consumers should
4. be
stretched so that middle class consumers also fit into it.
Suggestions:

 The company should explore all possible ways in order to aggressively sell its

Automotive Services . So, the company can register itself in INDIAMART as it is

India’s biggest online B2B plan with largest virtual Automated directory.

 The construction industry is in boom. In order to tap the potential market, the

Company can advertise in a magazine named ‘Builders Grid’. This will help in

showcasing the products of the ad. This can add an extra spice to sales.

 In today’s crowed market place in order to increase the size of the pie, the

Company can adopt innovative promotional strategies.

 In order to be extra ordinary, the Company has to walk the extra mile. A

method named ‘Experimental Marketing’ can be adopted by the Company wherein

the prospective consumers can be invited to visit the showroom and touch and feel

the products.


 Since the competition is intense, so there should be some value addition so as

to make the Company stand apart in the market. One such way is to improvise the

customer service.

 Consumer is the king in the market. This fact should be deeply rooted in the

minds of the employees. The Company can adopt some ways to listen to the

customer’s feedback which should be noted in writing so that it will help in continual

improvement and make the company to be in the right track always. Moreover, a

sense of involvement will be felt by the customers whish can give the company a

cutting edge
 APPENDICES AND ANNEXURES

A copy of the questionnaire, some eye sizzlers showcasing the products of the

company and paper insertion are enclosed herewith.

 QUESTIONNAIRE
Commercial Vehicle Segment definition

Commercial Vehicle Segment (or Domotic) is automation of the home, Commercial Vehicle
Segment may

include centralized control of lighting, heating, ventilation, appliances, and other systems,

to provide improved convenience, comfort, energy efficiency and security. Home

automation for the elderly and disabled can provide increased quality of life for persons

who might otherwise require caregivers or institutional care.

Q1. Are you generally interested in technological products?

Yes
It depends
No

Q2. Do you trust this kind of products?

Yes completely
Yes somehow
Not really
Not at all
Q3. Would you be interested in automating your home?

Yes
Maybe
No
Q4. If you were to install this kind of products at home, how would you prefer to do?

Choose, receive it at home and install it yourself

Get an expertise before choosing and install it yourself
Get an expertise before choosing and having it installed by a professional Have
an all included solution

Q5. Which strong points are you the most interested in?

Security (alarm, detection)

Energy saving (manage heating, lighting)
Medical assistance
Garden upkeep
Commercial Vehicle Segment/Domotic (manage your home remotely)

Q6. If you could change anything, what would you change about your current
security/automation system?

Security (Surveillance and Safety door lock)

Page
88
 Commercial Vehicle Segment (Manage your home Remotely)
None

Q7. Will Commercial Vehicle Segment Technology Be Difficult to Understand?

Yes
Maybe
No

Q8. Will Commercial Vehicle Segment Be More Costly to Use?

Yes completely
Yes somehow
Not really
Not at all

Q9. Will Commercial Vehicle Segment Be a Major Lifestyle Adjustment?

Yes
Maybe
No

Q10. Will current Commercial Vehicle Segment systems be compatible with future
Technology?

Yes
Maybe
No