MARKETING & SALES STRATEGY OF XUV500

Undertaken it
“APR Automobiles Pvt. Ltd.”

1
 DECLARATION

All the above given information and data contained in the project report has been obtained by
obtained by studying the policies and documents and from the employees of Mahindra &
Mahindra Limited and also by searching through internet and books which provided in depth
knowledge about the topic undertaken.

I also declare that all the data presented is true to the best of my knowledge which is fully and
specially acknowledge.

2
 ACKNOWLEDGEMENT

The writing of an acknowledgment to an esteemed Organization ‘APR Automobile Private

Limited’ by me is to consecrate my efforts considering the homely atmosphere, the due
Moral support of my seniors affection of all with whom.

Once again, I would like to thank all the staff members and my friends who during the course
of my summer training helped me with my learning objectives.

I hope that I have been successful in my endeavour. Discrepancies mistakes, if any, are solely
mine.

3
 PREFACE

Theoretical knowledge devoid of its practical application is hardly of any significance. The
summer Inter ship which makes the students familiar with the demand professional setup is
fertile for MBA (3rd Semester). This help to know the fluctuation of job student applying their
theoretical skill in practice in this tarns sharpen their skill be it through sales & marketing,
etc. this warrants the student Concept and Proper skill laminated with a proper experience to
extract the desired result.

The project report on sales strategies of personal segment by Mahindra & Mahindra. Ltd is
a part of my academic activity of MBA degree course. I have done my summer internship
project with

I transparently feel that I have been Successfully of presenting my report through every step
has been taken to ensure perfection in every sector yet vulnerability to mistakes are likely to
be seen for which I tender my sincere apologies.

The project report covers the various activities involved from sales promotion to sales. It is
accompanied with the number of formats product line, sales promotional activities with the
help of charts and flow diagrams which helpful in understanding the subject matter.

4
 EXECUTIVE SUMMARY

The report is the out came of 4 weeks of exhaustive training at the APR Automobile Pvt. Ltd
(authorized dealer of Mahindra & Mahindra Ltd.) the foundation idea for this work rooted in
the intent to work on the criteria of assessing a Company s sales strategy before approaching
customers as it includes all practical application of sales strategy and analysis of different
product of Mahindra like XUV500, XYLO, VERITO etc. and many others and to gain all
particularly knowledge in the development of different product.

For preparing the project report , also did customer dealing and contact financial executive to
gather the necessary information for the financing the XUV500.the blend of learning and
knowledge acquired during my practical studies at the company were also done which gave
exposure related to the organization and different competitors of Mahindra like Tata Moters ,
Chevorlet ,Hyundai etc

The rational behind preparing the project report is to study the sales strategy history and
development of XUV500 and to understand the role of sales man .The project report starts
with the Introduction and history of Mahindra Ltd., basic sales concepts of segmentation
and product life cycle.

5
 TABLE OF CONTENTS

Sr. No Contents Page No

Acknowledgement
PREFACE 04
EXECUTIVE SUMMARY 05
HISTORY 09
ORGANIZATIONAL STRUCTURE 10
INTRODUCTION 11-15
01. I .Organization Profile
II. History of Auto motive sector
III. Mahindra& Mahindra Purpose and
Valuable.
02. Organizational Head – APR Automobiles P. 16-17
Ltd.
03. Product Portfolio 18-23
04. Market & Sales Strategies 24-29
05. Objectives of the Study 30
06. Limitations of the Study 31
07. Research Methodology 32-34
08. Dealer Network in Bihar 35
09. Prospect Generation 36-38
10. SWOT Analysis 39-41
11. Data Analysis & Interpretation 42-45
12. Learnings 46
13. Conclusion & Recommendations 47
14. Bibliography 48
15. Annexure – Questionnaire 49
16. Annexure – Forms 50-52
17. Photos – Pictures 53-62

6
7
 HISTORY
A.P.R. AUTOMOBILES PVT. LTD.

A.P.R. was established in Sep 2011. It is situated just near Gaya Airport, on the way of

Gaya, Dobhi Road. It is 10 KM away from Gaya City.

8
In A.P.R. more than 200 employee is working, it has complete set up. Sales, service and

back office A.P.R. has a grateful show room, with many outlets. Commercial outlet at

Gaya Nagmatia Road, one Show Room at Mawadah, 2nd at Jamui, 3rd out as Lakhisarai.

Around 300 vehicle, are saving every month.

Now A.P.R. is just like a rising sun.

9
 ORGANIZATIONAL STRUCTURE

M.D.

G.M.

S.M.

T.L. T.L. E.E.

Scorpio Bolero XUV500

S.S.C. F.S.C S.S.C. F.S.C. S.S.C. F.C.S.

Sales Service

10
 INTRODUCTION

MAHINDRA AND MAHINDRA (AUTOMOTIVE SECTOR) HISTORY

Mahindra and an independent India began their rise together in 1945. Two enterprising
brothers named J.C Mahindra and K.C Mahindra joined force with Ghulam Mohammed
and Stored Mahindra Mohammed as a steel company in Mumbai. Two years later, India
won its independence Ghulam Mohammed left the company to become Pakistan first
finance minister and the Mahindra brother’s ignited the company’s enduring growth with
their decision to manufacture Willvs JEEP in Mumbai. The company’s new name-
Mahindra & Mahindra of Corse.

The Mahindra brother believed that new modes of transportation could be a key to India’s
prosperity so one of their first goals was to build rugged .simple vehicles capable of tacking
the Indian terrain. Early pioneers of globalization. The brother’s collaborated with a wide
range of International companies and before long, Mahindra’s reach extended to steel
tractors, telecom and more.

Now, after 65 years Mahindra has grown from a humble local out-fit to a US$15.9 billions
corporation employing more than 155,000 people around the world . it’s been Quite an
adventure so for and we are proud of our global leadership in utility vehicles, tractors and
Information technology ,as well as our significant presence in financial services , leisure &
hospitality , engineering, trade and logistics as we accelerate in to the 21 st century we will
continue to pursue innovative ideas that enable people to rise we come a long way , but the
Journey has just begun.

11
 MR. JAGDISH CHANDRA MAHINDRA

Jagdish Chandra Mahindra was born circa 1892 in Ludhiana, Punjab . The eldest of nine
children the loss of his father at an early age placed the responsibility for the family on his
shoulders. He believed strongly in the power of education and ensured that all his brother’s
and sister’s studied hard.

J C received his degree from Veer Mata Jiiabai Technological Institute (VJTI) Mumbai,
one of India Premier engineering and technical institutes. He sent his brother KC to
Cambridge the brother were very close and the love and trust between them was
extraordinary.

J C started out his career with Tata steel. Serving as the senior sales manager from 1929 to
1940. When the steel industry become critical during world war all the Government of
India appointed him as the first steel cent roller of India.

As Independence approached J C was prescient about the opportunities that Indian

entrepreneurs would have to contribute to the growth of the new born nation . His vision
and ambition led him to start Mahindra to grow to the Size Scope and impact it has
reached today.

J C did tragically of attack in 1951.

12
 MR. KAILASH CHANDRA MAHINDRA

Kailash Chandra Mahindra was born in 1894 in Ludhiana, Punjab . The second of nine
children .when their father died at an early age ,his older brother J C Stepped in to the role
of head of the family K C s deep lifelong friendship with J C was remarkable.

K C studied at government college , Lahore . where he showed early promise of a brilliant

scholastic career . continuing his studies at Cambridge .UK he earned Honors played
hockey and took a keen interest in rowing.

When K C graduated from Cambridge , Mr. Sachinanda Sinha voice-chancellor of Patna

university introduced him to Mr. R N Mukherjee. Senior partner of Messrs. Martin and
company . He Quickly rose through the company editing the monthly magazine India and
Very-fi the Hindustan Review.

In 1942 K C was appointed head of the Indian purchasing mission in the united states.
Returning to India in 1945. He was appointed the chairman of the Indian coal fields
committee of the Government of India and also of the Automobile and tractor panel . his
contributions to developing strategic coal policies and applying the latest methods of coal
mining in India helped shape the industry and his coal commission report become a
seminal document in the industry . during these years he also wrote a biography called “Sri
Rajendranath Mookerjee” .A Personal study in 1946 . K C moved to Bombay with his
brother J C to found Mahindra & Mahindra under his 13-years leadership as a chairman.
Mahindra & Mahindra established it self as a major Indian industrial house in several
sectors . he also served as a Director of RBI, Air India and Hindustan steel and
Chairman of Indian Aluminium Company. K C died in 1963.

13
 MR. ANAND MAHINDRA

Anand Mahindra joined the company in 1981 as a Executive Assistant to the finance
Director for Mahindra again steel co. He became vice chairman in 2003 . he was appointed
to the position of chairman in 2012. He is a member of various committees and
organizations and has been presented with numerous awards over the years . He is Keenly
interested in Educations and has shared his views in Numbers business Magazines.

14
 A P R Automobile Pvt. Ltd.
(Authorized Dealer of Mahindra & Mahindra)

Gaya-Dobhi Road Gaya

APR Automobile Pvt. Ltd is the Authorized dealer of Mahindra & Mahindra commercial
vehicle .it was started on 1st October 2011. The firm is founded by Mr Avinash kumar
singh and Mr Anurag kumar singh . the firm name is APR and “A” indicates his father’s
name “Angeshwar” . “P” indicates his mother’s name “Parwati” and “R” indicate his
maternal grand father’s name “Ramanugrah”. This is the second dealer of Mahindra
commercial vehicle in the Magadh region.

The area head office of Mahindra & Mahindra Automobiles is situated at Patna.

But, APR Automobiles Pvt Ltd Dealer is situated at opp, D.A.V Public school, Gaya-Dobhi
road ,Gaya .

Showroom and its workshop is situated at Gaya-Dobhi Road, (opp-D.A.V Public School)
Gaya, Bihar Foundation was laid town in the month of 17th Sept 2011. Just Near the Gaya
Airport, on Gaya – Dobhi road , 10 KM away from Gaya city.

He has a excellent infra structure in the show room .and APR sealing good number of
Vehicle every months and he is increasing day by day .he has come-forte infra structure
their sales , service and back office. It has also one more outlet at Navada and very shortly
they are going start new outlet at Jammui and Lakhisarai .

In APR Automobile more than 200* worker worked hare .

Sales:-45* , Service :-130* And Back office& etc:-25*

Now , APR Automobile is Just Super showroom in Bihar.

15
16
 ORGANIZATIONAL HEAD
IN

APR Auto Mobiles PVT LTD

(Authorized Dealer of Mahindra &Mahindra)

MANAGING DIRECTOR

GENERAL MANAGER

SALES MANAGER SERVICE MANAGER ACCOUNTS MANAGER EXCHINGMANAGER

PERSONAL SEGMENT RELATIONSHIP(RM) ASST.A/C MANAGER

SERVUCE ADVISOR

COOERCIAL SEGMENT SPARE PARTS MANAGER ASST A/C MANAGER

SERVICE SUPERVISOR

BODYSHOP MANAGER CASHIRE

INGENIOUS CUSTOMER RELATION EXC.

SALES MANAGER SALES MANAGER

PERSONAL SEGMENT COMMERCIAL SEGMENT

6TEAM LEADER TEAM LEADER TEAM LEADER

6 SSC PASSENGER LOAD

6 FSC SSC SSC

FSC FSC

17
F.S.C (FIELD SALES CONSELTENT)

To Generate Enquiry From Field.

Motivate the coustomer.

Finally sale the product.

S.S.C (SHOWROOM SALES CONSELTENT)

To Greet the customer in the showroom.

Give Information about the product.

Overall S,S.C also F.S.C. different only F.S.C work in field and S.S.C work in
showroom.

I.C.R.E (INGENIOUS CUSTOMER RELATION EXC..)

Work as a Tele-Caller.

3rd day and 30th day call to the customer for collect the information about the condition of
the vehicle.

To Wish the customer or their anniversary and birthday.

18
 PRODUCT PORTFOLIO
MAHINDRA &MAHINDRA is know for its utility vehicles ,commercial vehicles and
personal vehicles . In order to clearly differentiate the segment in which Mahindra is
Playing the company has divided all its Product in to 3 different channels.

I . Channel 1 Personal – SUV.

II .Channel 2 Prosper – UV.
III. Channel 3 MIL - LCV.

CHANNEL 01-PERSONAL:- This segments categories for personal use or family .such as
XUV500, Scorpio, Quanto , Verito and Xylo are in channel 01.

MODEL DIFFERENT VARIANTS

XUV500 W6 –mHWAK

W8- mHAWK

W8/AWD-mHWAK

(top model)

Scorpio EX- M2DI CR.

LX- mHWAK.

SLX- mHWAK.

VLX- mHWAK.

ZLX- mHWAK

(top model)

19
 XYLO D2-MDI CRDe.

D4- MDI CRDe

E4-m Eagle CRDe.

E8- m Eagle CRDe.

E9-m Eagle CRDe.

(top model)

VERITO 1.5 D2 – CRDI.

1.5 D4 - CRDI.

1.5 D4 PLAY-CRDI.

1.5 D6-CRDI.(top model)

QUANTO C2-

C4-

C6-

C8-

CHANNEL 02 PROSPER:- This segment categorized for commercial prosper , hard

top , soft-top , pik-up, 3-wheelers in channel 02.

20
 SOFT-TOP :- SAVARI NOT MANUFACTURING

COMMANDER

HARD –TOP - BOLERO DI.

BOLERO SLE

BOLERO SLX

BOLERO ZLX(top model)

PICK-UP GENIO.

GIO.

MAXXI TRUCK.

MAXXIMO.

MAXXIMO PLUS.

BOLERO PICK-UP.

XYLO PICK-UP

3-WHEELERS MAHINDRA ALFA PASSENGER

ALFA PICK-UP.

CHANNEL 03’’ MIL’:- This segment categories for LCV (light commerctual vehicles)
Mahindra & Mahindra gone in collaboration with Interractional TRUCK Ltd.

Mahindra DI 3200.

Mahindra Load king pride load career.

21
 Load king super CUB and chassis .

Tourister.

Ambulance.

Delivery van etc..

EXTRA UTILITY VEHICLE (XUV500)

The Mahindra XUV is a Extra utility vehicle(XUV) 500 means 5time wao wao…..(500) .
product by the Indian automobile Company Mahindra & Mahindra .and its was launched
in September 2011 and by June 2012 the xuv500 was available in 19 cities in India. Before
it was Launched it was codenamed “W201”

The XUV500was designed and developed at Mahindra design and vehicle build center
in Nashik and Chennai and is manufactured in Mahindra’s chakan and Nashik plants in
India.

It is the first Monocoque chassis based Vehicle form the company to meet the
growing demand of its hot selling model XUV500, Mahindra & Mahindra plans to Increase
the monthly productions to 5000* units by Sept–Oct 2012 Despite being highly popular in
India .it is less known in other countries as much as the Mahindra Scorpio is but the
XUV500 witnessed a steep rise in the South Africa market with sales crossing 1200.units
Mahindra Xuv500 secured first place in the 2012.

Desert storm rally-one of India thought tests for both

man and machine . A part from that the xuv500 also set three special stages ablaze by
clocking the fasts time in each. Eighteen months later, the XUV500 was born amidst care
full calibrated Hype that build-up and consequent anticipation has translated in to 35000*
XUV500 being sold in the first year and another 14,000* buyers on a waiting list.

MODELS
The XUV500 is powered by a 2.2 liter (2179cc) “mHawak” turbo diesel engine similar to
the one in the Mahindra Scorpio. It develops 140bhp (104 KW , 142ps) @ 3750 rpm and
22
torque of 330 Nm (243lb .Et) @ 1600-2800 rpm and is mated to a new 6-speed manual
gearbox developed by “Ricardo”

The XUV500 is launched in two versions sharing the same engine the we in two –wheel a
Drive only and the W8 which an be specified in two-or All- wheel drive the W6 includes a
6-inch monochrome in foot Aliments display two Airbags, ABS with electronic brake –
force Distribution (EBD) Disc brakes on all wheels theW8 adds GPS navigation ,Six
Airbags A touch Screen . Electronic stability program (EPS)with rollover mitigation hill
hold and hill descent control alloy wheels and leather up history.

In Aug 2012 Dilip chhabria Mumbai based automobile

designer of Dc Designs come out with the long version of Mahindra XUV500.

EXPORTS
Mahindra XUV500 is also designed for International markets. The company’s had made
an announcement that this hit XUV will be exported to south Africa, Australia ,Chile and
Italy from India as CBU. The review in foreign countries will be different it is the Indian
version.

SPECIFICATIONS

VEHICLE DIMENSIONS.

WHEEL BASE – 2700 mm

OVERALL WIDTH – 1890 mm.

OVERALL LENGTH – 4585 mm.

OVERALL HIGHT – 4585 mm.

GROUND CLEARANCE – 200 mm.

GROUND VEHICLE WEIGHT – 2450 kg.

CHASSIS

The XUV future independent suspension with MCO HERSON type with anti-roll bur to
the front and multilink type with anti –roll bas to the rear.

23
It is fitted with 17 inch wheels with 235/ b5 Tyres and has a tuning circle radius of 5.6m.

PERFORMANCE

The XUV500 can accelerate o-60 KMPH is 5.4 seconds and 0-100 KMPH in 12.5 seconds
and reach a to p speed of 175 KMPL its fuel economy is 15.1 km per liter (As per ARAI
test) and has a 70 liter fuel tank.

24
 MARKETING & SALES STRATEGIES
MARKETING

Marketing is the process of communicating the value of a product or service

to customers, for the purpose of selling that product or service.

SALES

A sale is the act of selling a product or service in return for money or other
compensation, signaling completion of the prospective stage, it is the
beginning of an engagement between customer and vendor or the extension of
that engagement.

SALES PROCESS
A sales process is a systematic and logical progression through a series of defined steps that
are reasonably expected to result in completion of a sale . the ultimate goal of any sales
process is to secure new business for the company while establishing rapport with the
client .

If you expect to succeed in today’s arena of complex sales , you cannot engage the market
place with anything less than a totally engineered and scientific approach. It may sound a
bit revolutionary and cutting edge , but the proposition that process in sales is necessary
and beneficial, is not a new idea.

A sales process goes far to prevent trouble in business for it makes the task easy ,hinders
confusion ,saves abundance of time by giving instructions on what, why , how, who and
when for each task.

SANKALPP
SANKALPP is the sales process of Mahindra & Mahindra Automotive Sector. This
process aims at delivering a uniform customer experience to all customers.

It proposes a series of tasks to be accomplished, each taking a prospect a step closer to the
sale. The task proposed by SANKALPP are as below.

25
 SANKALP
Smile and greet

Analyze Needs Lead to close

Need Based Demo

Key to Test Drive

Acknowledge & eliminate douts

Promise a Relationsship

AEVONYM BASED SALES STORY

CHEETAH
CHEETAH INSPIRED STYLING

HIGHLY INTELLIGENT TECHNOLOGY HIGH END GLOBAL XUV

ENTERTAINMENT ADVANCED SAFETY

EXHILARATION

26
CHEETAH INSPIRED STYLING

FRONT GRILLE.

DOOR HANDLE.

WHEEL ARCHES.

HIGHLY INTELLIGENT

STATIC BENDING HEADLAMPS.

INTELLIPARK.

TYRETRONICS.

VOICE COMMANDS.

ENTERTAINMENT

TOUCH SCREEN INFOTAINMENT.

FULL I-POD CONNECTIVITY.

EXHILARATION

mHawk ENGINE.

140 BHP, 330NM.

27
0-60 IN 5.4 SEC

6 SPEED MANUAL.

ALL WHEEL DRIVE.

TECHNOLOGY

GPS NAVIGATION.

FATC (FULLY AUTOMATIC TEMPERATURE CONTROL).

DIS (DRIVER INFORMATION SYSTEM).

MICRO HYBRIDE.

ADVANCED SAFETY

6 AIRBAGS.

ESP

ABS WITH EBD

HILL DESCENT AND HILL HOLD CONTROL

HIGH END GLOBAL SUV

MONOCOQUE.

LOUNGE LIKE INTERIORS.

DUAL TONE LEATHER UPHOLSTERY.

MODE LIGHTING.

28
PRODUCT TRAINING
The product training include understanding the function and knowing the physical location
of the following parts.

ENGINE:- In the engine carefully studies the location and functions of following parts.

1. Cylinders and cylinders head .

2. Fuel injection pump and injector.
3. Fuel filter and air filter.
4. Turbo charger and inter cooler.
5. Radiator and water pump.
6. Coolant recovery tank and the thermostat.

DRIVELINE:-

In driveline following things are located at studied.

1. Clutch.
2. Gearbox.
3. Propeller slaft.
4. Differential. Etc…..

RUNNING SYSTEM:-

In this the following parts are located and studied.

1. Brakes ( both dram and disc)

2. Suspension (both independent and right)
After product training any following doubts got cleared.

The basic functions of turbo charger is to provided more air at higher pressure to the
engine for better combustion . thus improving at to power ratio and better envision.

In rigid suspension both the wheels in an axel are connected by airgid beam or a tube .
Road encountered by one wheel is partially passed on to the other wheel-while in
independent suspension , each wheel is mounted separately road encountered by one wheel
is absorbed by that wheel only.

29
 MAHINDRA & MAHINDRA CORE PURPOSCE

Indians are second to none in the world . The founders of our nations and Mahindra &
Mahindra Company passionately believed this. We will prove than right by believing in
over selves and by making Mahindra & Mahindra Ltd. Know world wide for the quality.
Durability and reliability of its products and services.

MAHINDRA & MAHINDRA CORE VALUES

Mahindra & Mahindra core values are influenced by our past tempered by our present
and designed to shape our future .they are an amalgam of what we have been what we
want to be.

Those values are the compass that will guide our actions, both personal and corporate they
are :-

GOOD CORPORATE CITIZEN SHIP

An in the past .we will continue to seek long term success that is in alignment with our
country’s needs . we will do this with out compromising on ethical business standards.

PROFESSIONALISM

We have always sought the best people and given than the freedom and the opportunity to
grow. We will continue to do so. We will support innovation and well- reasoned risk-
taking. But will demand performance.

QUALITY FIRST
Quality is the key to delivering value for money to our customer we will make Quality a
driving value . value inn car work in our product and in our interactions with other .we
will do it ‘’First time right’’

30
 CUSTOMER FIRST

We exist and Prosper only because of our customer. We will respond to their changing
needs and expectations speedily courteously and effectively.

DIGNITY OF THE INNDIVIDUAL

We value in individual dignity ,uphold the express disagreement and respect the time and
efforts of others. Through our actions .we nurture fairness, trust and transparency..

31
 OBJECTIVE OF THE PROJECT
A Study carried out on sales Departments Mahindra & Mahindra Ltd. The Primary
purpose was to study sales strategy of Mahindra in detail particularly with reference to
XUV500.

To know the process of selling of different Vechicles at dealership and the interaction with
the parties to know the project the final to conclude the business and Promotional activities
that makes a different Mahindra & Mahindra Ltd. To other and the factors responsible for
the sales growth of Mahindra & Mahindra.

The main objectives of the Intermship project carried on during 2016 are..
To identify how trainee can be make more effective, understand how sales Activities
actually take place.

To build a good report with the organizational staff.

To do practical and live observation of the work place.

Studying in details the working of sales personnel in increasing the sales.

To know how the organization promote their product.

To know how organization full-fill the want of customers by providing financial

support.

To know the documents required for financing Mahindra’s vehicles.

To get aware of sales procedure followed by Mahindra & Mahindra Ltd.

To get aware of lone procedure followed by Mahindra & Mahindra financial services
Ltd

32
 LIMITATIONS OF THE PROJECTT
Study is limited to only the automobile sectors.
Due to time limitations a details analysis could not be done.

Overview of Mahindra & Mahindra Ltd has been observed that websites

Different an data with each other.

Consumer behave- our of particular area has onalyzied.

Insufficient Data

Consumers were not very much aware about the product ,Even sometimes are

unable to an sawer my Questions.

Top Management was unable to support me due to time Constraints.

33
 RESEARCH METHEDOLOGY

THE SOURCES DATA;-

TO achieve the set of objectives the trainee identified certain sources of Data, The sources
invariable had to represent the true picture of consumer behavioure . Also since the
feedback is highly subjective and sensitive the trainee had to collect primary data only how
ever the secondary data was used to the effect and was collected from the organization
brochures and from the internet conections.

PRIMARY DATA:-

Data obtain from the first hand by the researcher is called as primary data. In this method
the trainee personally collects the data through Interviews , Discussion and Interaction or
by using the Questionnaire (A perform containing a set of Questions ) method.

SECONDARY DATA:-

The Secondary data is readily available and compiled data from statically statements
reports etc the data can be obtained from either published or non- published sources.

(www.mahindraautomobile.com)

(www.xuv500.com) etc..

TYPE OF STUDY:-

The conclusive research helps to make more rational decisions than exploratory research.
Conclusive research is the one that simply describes something such as demographic
charecteros who use the services . the conclusive research requires a clear specification of
who , why , what , where, and how aspects of the research , it requires formation of more
specific hypothesis and testing through statistical inference techniques .conclusive research
studies can be either descriptive or experimental the research which the researcher
conducted is a conclusive descriptive research.

34
The advantages of conclusive descriptive study are the following.

1. It secures accurate description of situation in the market.

2. It has formal desiagn for study.

In this conclusive descriptive study the problem is to study the consumer behavior for
the services and gives the right answer .so by this the researcher gets the correct data
and came to the correct finding of the problem.

SAMPLING TECHNIQUES
The tools ,which the researcher used for the research purpose are.

QUESTIONNAIRE:(BOTH OPEN ENDED AND CLOSE ENDED)

A Questionnaire consists of list of Questions directly or Indirectly connected with the work
of investigation and contains ( or does not contain) blank space for writing the answers.
Sometimes the answer are given on sepaeatepice of paper, the queationnaire refers to a
device for securing answer to question by using a from which the respondent fills in
himself it is used to collect primary data through field work .the collected data is then
processed and interpreted to draw conclusions

QUESTIONNAIRE METHOD

The term questionnaire refer to a self- administered process where by the respondent
himself read without the assistance of an interviewer Questionnaire is more structured and
standardized for getting the relevant information in the respondent to answer the questions
as he thinks right.

SAMPLE DESIGN

A sample is part of the population that we select and observe. It is difficult to collect
information about each of the population unit owning to this difficulty , only a few units of
population under study are considered for analysis is called sampling method samples are
two types namely probability sampling and non probability sampling and I have used
probability sampling method for the purpose of gathering data / Information. Probability

35
sampling is also of four types random sampling . systematic sampling stratified sampling
and area sampling from this four I have selected random sampling method.

METHOD OF COLLECTION OF DATA :-

Coming to the methodology used for the purpose of the study. I have used the primary
data which have been collected for the purpose of the study/research information and
collected through the schedule, to avoid blast of the customer behavior and the identity was
kept hidden. I have also used the secondary data i.e published materials , advertisement
,internet and website of organization to collect information . I have also had the
opportunity to discuss some matters with the officers of the marketing development in APR
Automobile Pvt Ltd . the data was collected on personal interview/survey basis based on
the Questionnaire attached with the project report.

I took interview of many existiny customer whose came APR for servicing and purchasing
vehicles. Asset of Questionnaire has been given than and to fill, same telephonic interview
was also conducted for the purpose of gathering information/ data.

SAMPLE SIZE:-

The main instrument used was the questionnaire in the research which was distributed to
the customers the sample of about 500* customers was taken in to according in the
research in different road shows and demo activities.

LIIMIATATIONS OF THE STUDY

1. Non co –operation from few of the respondents.

2. Time constraint.
3. Inert attitude.
4. Lack of awareness about Automobile industry among few of the respondent.
5. Hesitation and fear in revealing information of asked Questions.

36
 DEALER NETWORK IN BIHAR
Since the XUV500 was targeted at an urban client it needed a strong distribution
presence in metros and urbon areas.
Hence, the distribution channel had to focus on providing an appealing experience
for modern car buyers . In Bihar, company has categorized three phase.

PHASE I :- In phase the dealership which is authorized for the XUV500 is only
SONALI AUTOs Located at Patna .

PHASE II :- Priyadarshi motors is categorized as the second authorized XUV500

dealership.

PHASE III :- The company has given authorized of XUV500 to many dealerships.

1. APR Automobiles pvt .Ltd Gaya.

2. BRAJESH Automobiles, purnia.
3. Shree R.C Enterprises , Motihari
4. Sun Shine Auto , Aurangabad

And company is planning to give authorized to many other dealers.

37
 PROSPECT GENERATION
There are 3 types of calls the should be in place in a dealership for proper
generation.

PHASE I:-

1. Cold calls
2. Follow-up calls
3. Market development calls

1. Cold calls :-
“meeting a customer ,who can be a prospective buyer of a vehicle. He has yet not
show his purchase intention the customer data may not be available at the
dealership ” this refers to an activity where the FSC while covering his regular
territory.

Personally meats perspective buyers who could be a…………………..

First time buyers.

Existing vehicle owner going for second purchase.
Replacement buyer.

Basis of cold calls

Based on the demography

a. Professional (e.g :- Doctor ,Engineers , etc..)
b. Income group individuals ( e.g ;- 5,00000 PA)
c. Age group etc.

Based on the potential available , an FSC physically visits Institutions etc.

1. Schools.
2. Corporate houses.

38
 3. Poultry farms.
4. Diary forms.
5. Distributors and shopkeepers.
6. Travel agent or courier services.
7. Govt. dept
8. Transport operators. And many others.

The cold calls should be focus on the required of the vehicle specific to the sector concerned.

FOLLOW UP CALL

“Meeting a customer, who has already shown his intent to purchase a vehicle . the
customer data is available at the Dealership

FSC will fill up/ update CDIF.

As stated above, number of follow up call, will be based on visiting on “hot leads” at last
weekly.

HOT LEAD :- Enquiry likely to be matured within 15 days.

WARM LEADS;- Enquiry likely to be matured within 30 days.

COLD LEADS:- Enquiry likely to be matured within 60 days.

MARKET DEVELOPMENT CALL

The call may lead to meeting up a party. who may not buy a vehicle for himself, yet he can
influence of vehicle in his area of influence control.

This refers to an FSC visiting.

1. Banks.
2. NBFCS.
3. Office bearers.
4. Unions.
5. Govt. depts.
6. Opinion makers.

39
PHASE II :- ACTIVITY

Demo :- it is an activity through which we give information about the product, price etc..
by explaining the point to the customer either in door step or in dealer ship.

Road show :- it is an activity in which vehicle taken to different spot for demo.

Lone Mela :- it is an activity done by bank or private finance to give loon to the customer
on the spot for any purpose.

PHASE III :- ADVERTISEMENT

It is the most important part of the enquiry generation through advertisement most of the
people a ware of the product. It is done through news papers. Hoarding and media etc.. this
is the most expensive mode of generating enquiry one should optimize in order to make the
business profitable.

For e.g :- “Rexten” has recently launched in to the market . A number of enquiries
generated through advertisement . it include all kind of advertisement.

40
 SWOT ANALYSIS

STRENGTH.

Brand and Trust.

Consistent performance.

Rich expertise.

Strong sales team.

Good service.

WEAKNESS.

Delay in production.

No so aggressive.

Logistic problem.

OPPORTUNITY.

Increasing customer inn Automobile sector.

Improving infrastructure.

Increasing penetration innovation.

THREATS.

New entries.

Stiff competition.

41
Pressure on cost reduction

WITH YOU
6006 is an Initiative taken by Mahindra for becoming a customer contered organization by
improving overall customer satisfaction.

6 0 0 6

This means “we will understand customer concern in 6 minutes and resolve the same
within 60 minutes, 6 hours , 6 days or 6 weeks based on the complan city

Where dose this principle apply !

The 6006 principle apples at every area where customer is in contact with us are expects us
to deliver E.g :- feedback / query /concern/ call-reciver on 1800-22-6006(toll free-24 hrs
national call centre) .

Measure for achievement of 6006 initiative !

For measuring the extent to which this initiative is successful we consider right evdaar
delight in day (RDI) which is calculated as follows,

( D-C) 100

RDI= R

Where :-

“D” is a delight customer valued at 200 points.

“C” is a concern valued at 100 points.

“R” is a rishtedaar data for last 05 years.

42
 DATA ANALYSIS AND INNTERPRETATION

1. Are you getting total value of the money !

Big value 20‰

Total value 58‰

Some what value 15‰

Nothing 07‰

Sales

big value
total value
some what value
nothing

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Interpretation :- The total value of the XUV500 is most because it fulfills all the
expectiation of customers and available in affordable price.

02 . The price of the XUV500 !

Very costly 10%

Costly 20%

Reasonable 70%

Sales

very costly
costly
reasonable
4th Qtr

Interpretation :- The cost of the XUV500 is not so costly. Its price is very reasonable
according to its use.

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03, How do you get to know about XUV500 !

Advertising 50%

Friend 15%

News paper 10%

other 25%

Sales

advertising
frieends
news paper
other

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 Interpretation :- Mainly people got to know about xuv500 from the advertisement,
so the company should increase the other midia to increase the promotion.

04. Mode of Purchase !

Cash 10

Credit 90

Sales

cash
credit

Interpretation :- this graph represents that many people are buying XUV500 on credit
basis because of not availability of huge amounts.

46
05, How much are you satisfied with XUV500!

Highly 35%

Satisfied 59%

Highly dissatisfied 01 %

Dissatisfied 05 %

47
 Sales

highly satisfied
satisfied
highly dissatisfied
dissatisfied

Inter pretation :- mostly people are satisfied with XUV500 due to its affordable cost
and its features which match customers specifications .

48
 LEARNINGS

1. It is a great to gain an insight about various activities that has taken opportunity place
in an automobile sector.
2. About Mahindra and Mahindra Ltd. sales strategy and their promotional activities.
3. What kind of personal segments are provided by Mahindra and Mahindra Ltd.
4. It was a great opportunity to In proved the personal skills and communication skills.

49
 CONCLUSION AND RECOMMENDATIONS
Thus at the and I would like to conclude this internship project report by saying that it
was an interesting and Enriching experience of my life . I hope it nterests my readers too, I
have tried to cover a study ohm Mahindra & Mahindra group. Its SUV XUV500. After
studing the features of Mahindra XUV500 and comparing it with other sport vehicle like
that safari , Fourtuner etc… and attending to the customers Grievencces and complainnt I
would recommend Mahindra and Mahindra .

Designing should be a bit smarter .interior needs to be improved more comfort needs
to be improved .more comfort level product and accessories need to be introduced. As
sound system provided by the company is not up to the mark , it need to be improved.

The engine is quite heavy ,hence it is noisy, noise control mechanisms should be
introduced.

After sales service needs to be improved its serviceman are not to efficient.

Clutch and horn pad are very hard .

Brakes need to be improved hand breaks are not much effective.

Ac ducts for back seats are located at foot level so passengers get freezing knees they
need to be positional property.

Lack of air bags needs to bee checked.

50
 BIBLIOGRAPHY

Books :-
Sales and marketing management
Sales and marketing research.

News Paper :-
The Hindustan times
Economic Times
Business standard

Magazines:-
Business world
Auto card
Websites :-
www.mahindraxuv.com
www.mahindra.com

51
 ANNEXURE – QUESTIONNAIRE

01. Are you getting total value of the money?

Big Value

Total Value

Somewhat Value

Nothing

02. The price level of XUV500?

Very Costly
Costly
Reasonable
03. How do you get to know about XUV500?
Advertising
Friend
Newspaper
Other
04. Mode of Purchase?
Cash
Credit
05. How much are you satisfied with XUV500?
Highly
Satisfied
Highly Satisfied
Dissatisfied

52
 ANNEXURES
QUOTATION FORM

If the customer finance from bank/ privet finance(like Sri ram , Mahindra etc..). than the
showroom hand over the Quotation form.

Like that ;- customer full details ,ex our showroom price , specification(model0 etc…

Autorised signatory (SSC, FSC), under line the made in Favour of organization name.

53
CDIF (customer data inquiry form)

CDIF full form is customer data inquiry form. If meet the customer than fill up the CDIF
form . it easy for customer data collecting ,

Such as, customer full details , inquiry source , date of inquiry , fund source etc…

So you can also watch in image.

54
 TEST DRIVE FEEDBACK FORM

If customer take the test drive . than fill up the feedback form .

Such as, rout, date , time spent , model used. Etc………..and customer feedback

55
 PHOTOS / PICTURES

PUT VECHICLE IN THE SHOWROOM PHOTOGRAF

All Vechicle in showroom such as XUV500, Xylo , scorpio , bolero , Quanto ,and verito
etc…. they are all top models in the photo graf.

SALES TRANSACTION AREY

All brand sales T.l/ SSC seat here discurse with customers about product. Like that finance
, about of product etc……

56
XUV500 lounge

One lounge maiden only for XUV500.

Because XUV500 is the top model car in Mahindra & Mahindra

ltd .XUV T.L and S.S.C discuss with XUV customer in this lounge.

57
 XUV 500

Mahindra & Mahindra all product kept here on normal place but XUV500 put on the
spaical mat on the show room .

So you con watch in photograph.

58
 CHAMBER OF SALES MANAGER

Any problem solved and provide the guidelines for sales tim. And all sales data send to
GM

EXCHANGE MANAGER

Sell your pre-woned car at the best price , than the APR Automobile tieup by Mahindra X-
mart Mahindra first choice(I like that service all multi brand car exchange here and
upgrade your old for a new one)

59
 You can watch on this photograph.

BACK OFFICE

In back office vchicle related all paper done here such as, sale invoice ,incurrence service
book etc…

You can also watch on photograph.

60
 Cash counter

In this counter collect the amount like that booking money , D O , DD , Margin money ,
work shop bill amount etc ….

You can also watch in photo-graf.

61
 ACCOUNTS DIPARTMENT
In this chamber all amount collect here . any expansion data kept here . you can watch in
photograph .

62
 SERVISE MANAGER

On delivery time he meet the customer and introduce with customer .he ask the customer
any problem after delivery the cars than you can contacted me .

You con also watch in photo graf.

63
 SALES MASTER PROVIDED BY THE MAHINDRA & MAHINDRA

He is looking only commercial vehicle like that BMT, Pickup , Alfa , Gio , of Mahindra
company.

CONFORENCE ROOM

In conference room daliy morning meting with SSC FSC TL sales manager and monthly
meting all sales team with MD and project / training discuss here .

So you can also watch in photo graf make the project riport.

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 CONCLUSION OF APR Automobiles PVT LTD.

APR Automobile PVT LTD is the best Mahindra & Mahindra show room in the Bihar.
And APR infrastructure is the best infrastructure in all over bihar.

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