CERTIFICATE OF APPROVAL

This is to certify that the dissertation entitled “Customer Satisfaction

of Mahindra in personal segment” is here by approved as a
creditable study of research topic and has been presented in a
satisfactory manner to warrant its acceptance as prerequisite for the
award of bachelor of business administration degree from Yogoda
Satsanga Mahavidyalaya (YSM) ,Ranchi University.
It is understood that by this approval, the undersigned do not necessarily
endorse any conclusion drawn or opinion expressed therein but
approve the project for the purpose for which it is submitted.

(INTERNAL EXAMINER) (EXTERNAL EXAMINER)

1
 ACKNOWLEDGEMENT

A Summer Project is a golden opportunity for learning and self-

development. I consider myself very lucky and honoured to have so
many wonderful people lead me through in completion of this project.
The Internship opportunity I had with “Mahindra Nexgen” was a great
chance for learning and professional development. Therefore, I consider
myself as a very lucky individual as I was provided with an opportunity
to be a part of it. I am also grateful for having a chance to meet so many
wonderful people and professionals who led through this internship
period.
I express my deepest thanks to Mr. Sandeep Singh (sales manager) for
taking part in useful decision and giving necessary advices and guidance
and arranged all facilities to make life easier. I choose this moments to
acknowledge his/her contribution gratefully.

Name : Ayush Kumar

Place : Ranchi
Date :

2
 Declaration by Student

I Ayush Kumar student of under graduate in Yogoda Satsanga college

of BBA(2016-2019)batch declare that project “Customer Satisfaction
of Mahindra in personal segment” is my own work, conducted under
the supervision of prof. Sayad Tazim Ahmed. As a partial fulfillment of
Summer Internship Program for the course of BBA submitted to
Mahindra Nexgen and Yogoda college, Ranchi.
I further declare that to the best of my knowledge the project does not
contains any part of my work which has been submitted for any other
project either in this institute or in any other without proper citation.

Date : Sign of Candidate

Place:

3
 CONTENTS

SL. NO. Key points PAGE

No.
1. Executive Summary 5
2. Introduction 6
3. Customer Satisfaction 7
4. Research Methodology 8-10
5. Data Analysis and Interpretation 11
6. Company and Industry Profile 12-17
7. Mission and Vision 18-20
8. About Anand Mahindra 21
9. M&M Global Presence 22
10. Milestone, Awards and Accolades 23-27
11. Product of Mahindra and Mahindra 28-36
12. Mahindra sales figures/statistics in India 37-43
(2018-2019)
13. Findings, Recommendation and 44-46
Conclusion
14. Questionnaire 47-48
15. Bibliography 49

4
 EXECUTIVE SUMMARY
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&Ms farm equipment sector,
formed in 1963 during India’s green revolution, manufactures tractors and
industrial engines. M&M 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 firms 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 Automotives. 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 collected 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. Mahindra Automotives to increase its market
share in commercial passenger segment and MPVs. The main research that
followed is to know “Customer satisfaction towards Mahindra and Mahindra
SUV. Due to the limited resources and time constraints, the study was conducted
within the area Ranchi (Jharkhand).

5
 INTRODUCTION
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 things i.e. customer satisfaction .If customer is fully
satisfied by the product it not only rub the organization successfully but also
fetch 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
demand for automobile, lot of car manufacturers company facing cut throat
competition in the fields of technology and price.

6
 CUSTOMER SATISFACTION

Customer satisfaction (often abbreviated as CSAT,, more correctly CSat) is a

term frequently used in marketing oducts and services
marketing. It is a measure of how products
supplied by a company meet or surpass customer expectation. Customer
satisfaction is defined as "the number of customers, or percentage of total
customers, whose reported d experience with a firm, its products, or its services
(ratings) exceeds specified satisfaction goals."

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

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. Research studies evolve through a series of steps, each representing
the answer to a key question.
1. INTRODUCTION
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.
2. RESEARCH DESIGN
I propose to first conduct a intensive secondary research to understand the full
impact and implication of the industry, to review and critique the industry norms
and reports, on which certain issues shall be selected, which I feel remain
unanswered or liable to change, this shall be further taken up in the next stage of
exploratory research. This stage shall help me to restrict and select only the
important question and issue, which inhabit growth and segmentation in the
industry. The various tasks that I have undertaken in the research design process
are :
* Defining the information need
* Design the exploratory, descriptive and causal research.

3. RESEARCH PROCESS
The research process has four distinct yet interrelated steps for research analysis
it has a logical and hierarchical ordering:
8
* Determination of information research problem.
* Development of appropriate research design.
* Execution of research design.
* Communication of results.
Each step is viewed as a separate process that includes a combination of task,
step and specific procedure. The steps undertake are logical, objective,
systematic, reliable, valid, impersonal and ongoing.
4. EXPLORATORY RESEARCH
The method I used for exploratory research was
* Primary Data
* Secondary data
4.1. 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.
4.2. SECONDARY DATA
Information that already exists somewhere, having been collected for another
purpose. Sources include census reports, trade publications, and subscription
services.
5. DESCRIPTIVE RESEARCH
STEPS in the descriptive research:
 Statement of the problem .
 Identification of information needed to solve the problem.
 Selection or development of instruments for gathering the information.
 Identification of target population and determination of sampling Plan.
 Design of procedure for information collection.
9
  Collection of information.
 Analysis of information .
 Generalizations and/or predictions .

6. DATA COLLECTION
Data collection took place with the help of filling of questionnaires. The
questionnaire method has come to the more widely used and economical means
of data collection. I found it essential to make sure the questionnaire was easy to
read and understand to all spectrums of people in the sample.
7. SAMPLING PLAN :
A sampling plan is a definite design for obtaining a sample from a sampling
frame. It refers to the technique or the procedure the researcher would adapt in
selecting some sampling units from which infuences about the population is
drawn. Sampling technique was adopted. In this method the researcher select
those units of the population in the sample, which appear convenient to him or
the management of the organisation where he is conducting research.

8. SAMPLE SIZE:
This involves figuring out how many samples one need. The numbers of samples
you need are affected by the following factors:
* Project goals
* How you plan to analyze your data
* How variable your data are or are likely to be
* How precisely you want to measure change or trend
* The number of years over which you want to detect a trend
* How many times a year you will sample each point
* How much money and manpower you have SAMPLE SIZE
Total Sample Size was 80 covering Dhurwa, Hatia and Hinoo.

10
 DATA ANALYAIS & INTERPRETATION
1. Do you own a Mahindra and Mahindra vehicle?
YES NO
78% 22%
 INTERPRETATION: Out of 100% respondents 78% own
Mahindra vehicle and rest don’t.

2. Factor affecting customer satisfaction towards Mahindra and

Mahindra?
FACTORS NO. OF PERCENTAGE
RESPONDENTS
FEATURE 18 12%
LOW MAINTAINANCE 51 38%
COMFORT 27 18%
STYLE 24 16%
AFTER SALES 30 20%

 INTERPRETATION: In this observation 12% are satisfied with the

features, 38% are satisfied with maintenance, 34% are satisfied with
comfort and style and 20% are also satisfied with After Sales services.

3. Customer Perception about Mahindra and Mahindra?

VERY GOOD GOOD AVERAGE BAD VERY BAD
20% 47% 21% 12% 0%

 INTERPRETATION: As per the data 67% of the respondents are

satisfied and rest are not satisfied.

4. Customer Satisfaction towards Mahindra and Mahindra?

FACTORS SATISFIED DISSATISFIED
SPACE AVAILABILITY 80% 20%
DESIGN 85% 15%
FUEL CONSUMPTION 70% 30%

 INTERPRETATION: 80% of respondents are satisfied with the

space availability .85% of respondents are happy with the Design and
70% are satisfied with fuel consumption.
11
COMPANY AND INDUSTRY PROFILE
 Industry Profile
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 first 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
aluminum 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 aluminum body.
The 1937 Pontiac De Luxe 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 230kmph. This was
the Indian automobile history, and today modern cars are generally light,
aerodynamically shaped, and compact. 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

12
is expected to witness over Rs 30,000crore 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 2.5lakh units per annum for an investment of Rs
6,500Crore (Rs 3,200Crore for diesel engines and Rs 2,718Crore 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 3,800Crore to
India. Tata Motors will be investing Rs 2,000Crore in its small car project.
General Motors will be investing Rs 100Crore, Ford about Rs 350Crore and
Toyota announced modest expansion plans even as Honda Siel has earmarked Rs
3,000Crore 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 1,000Crore of investment.
Mahindra & Mahindra's joint venture with International Trucks is expected to see
an infusion of at least Rs 500Crore. Industry performance in 2008-09 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 96.54lakh units in 2014-15. 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 actually better than expected. Passenger
vehicle sales at 15.51lakh 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 7.22lakh units for 2008-09. Closest rival Hyundai Motor India sold
2.44lakh cars, a growth of 13 per cent. Tata Motors’ sales grew 1.3 per cent at
2.30lakh units while Mahindra & Mahindra posted 2.5 per cent growth at
1.06lakh units. Most premium carmakers saw volumes shrink last fiscal. Toyota

13
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 2.34lakh 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 74.38lakh 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. Matta. Hero Honda clocked 36.40lakh
units, a growth of 12.5 per cent. Bajaj Auto’s volumes dropped 23 per cent to
12.86lakh units while TVS saw a marginal decline at 11.36lakh units. Honda
Motorcycle and Scooter India’s sales surged 16 per cent to 10.15lakh units.

Major Players in Automotive Industries.

 Hyundai
 Nissan
 Mahindra
 Fiat
 Skoda
 Suzuki
 Ford
 Chevrolet
 Toyota
 Tata
 Honda

14
 Company Profile
Mahindra & Mahindra (M&M) was established in 1945 as Mahindra
& Mohammed. Later on, after the partition of India, one of
the Partners of M&M – Ghulam Mohammad returned to Pakistan,
where he became Finance Minister. As a result, the copany was renamed to Mah
indra & 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. Apart from agricultural
tractors and LCVs, Mahindra & Mahindra also showed its dexterity in
manufacturing army vehicles. Soon, it started its operations abroad, through its
plants set up in China, the United Kingdom and the USA. M&M partnered with
companies prominent in the international market, including Renault SA,
International Truck 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 setup its branches including Mahindra Europe Srl (based
in Italy), Mahindra USA Inc., Mahindra South Africa 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 in April 2007,
under the Mahindra Renault collaboration. Soon after the consider able
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 class.
At the 2008 Delhi Auto Show, Mahindra executives said the company was
pursuing an aggressive product expansion program that would see the launch of
several new platform and vehicles over the next three years, including an entry-
level SUV designed to seat five passengers and powered by a small turbo diesel
engine. True to their word, Mahindra & Mahindra launched the Mahindra Xylo
in January 2009, selling over 15,000 units in its first six months.
Also in early 2008, Mahindra commenced its first overseas CKD operations with
the launch of the Mahindra Scorpio in Egypt, in partnership with the Bavarian
Auto Group. This was soon followed by assembly facilities in Brazil. Vehicles

15
assembled at the plant in Bramont, Manaus, include Scorpio Pick Ups in single
and double cab pick-up body as well as SUVs.
Mahindra planned to sell the diesel SUVs and pickup trucks starting in late 2010
in North America through an independent distributer, Global Vehicles USA,
based in Alpharetta, Georgia, Mahindra announced it would import pickup trucks
from India in knockdown kit (CKD) form to circumvent the Chicken tax. CKDs
are complete vehicles that were assembled in the U.S from of parts shipped in
crates. On 18 October, however, it was reported that Mahindra had indefinitely
delayed the launch of vehicles into the North America market, citing legal issues
between it and Global Vehicles after Mahindra retracted its contract with Global
Vehicles earlier in 2010, due to a decision to sell the vehicles directly to
consumers instead of through Global Vehicles. However, a November 2010
report quoted John Perez, the CEO of Global Vehicles USA, as estimating that he
expected Mahindra’s small diesel pickups to go on sale in the U.S. by spring
2011, although legal complications remained, and Perez, while hopeful, admitted
that arbitration could take more than a year. Later reports suggested that the
delays may be due to Mahindra scrapping the original model of the truck and
replacing it with an upgraded one before selling them to Americans. In June
2012, a mass tort lawsuit was filed against Mahindra by its Americans dealers,
alleging the company of conspiracy and fraud.
Mahindra & Mahindra has a controlling stake in Reva Electric Vehicles. In 2011,
it also gained a controlling stake in South Korea’s Ssang Yong Motor Company.
Mahindra launched its relatively heavily publicized SUV, XUV5OO, code
named as W201 in September 2011. The new SUV by Mahindra was designed
in-house and it was developed on the first global SUV platform that could be
used for developing more SUVs. In India, the new Mahindra XUV 500 came in a
price range between 1,140,000 -1,500,000. The company was expected to launch
3 products in 2015(2 SUVs and 1 CV) and an XUV 5OO hybrid. Mahindra’s two
wheeler segment launched a new scooter in the first quarter of 2015. Besides
India, the company also targeted Europe, Africa, Australia and Latin America for
this model. Mahindra President Mr.Pawan Goenka started that the company
planned to launch six new models in the year. The company launched the CNG
version of its mini truck Maximo on 29 June 2012. A new version of the Veriyo

16
in diesel and petrol options was launched by the company on 26 July 2012 to
compete with Maruti’s Dzire and Toyota Kirloskar Motor’s Etios.
On 30 July 2015, Mahindra released sketches of a new compact SUV called the
TUV3OO slated to be launched on 10 September 2015. The TUV3OO design
took cues from a battle tank and used a downsized version of the mHawk engine
found on the XUV5OO, Scorpio and some models of the Xylo. This new engine
was christened as the mHawk80.

M&M BOARD OF DIRECTORS

Sl. No. Name Designation

1. Keshub Mahindra Chairman Emeritus

2. Pawan Goenka Managing Director

3. Anand G Mahindra Executive Director

4. Anupam Puri Independent Director

5. Vikram Singh Mehta Independent Director

6. M M Murugappan Independent Director

7. Nadir B Godrej Independent Director

8. R K Kulkarni Independent Director

9. Vishakha N Desai Independent Director

10. T N Manoharan Independent Director

11. Vijay Kumar Sharma Non Exe. Non Ind. Director

17
 MISSION AND VISION
 Vision
The vision of the company is to be the ‘Leading independent player in the global
Gears & Transmissions Space’.

This we wish to achieve through a two pronged approach of developing a

portfolio of products thereby being able to provide a differentiated product
offering to our customers and extensive focus on operational excellence thereby
improving internal efficiencies in the system.

 Core Purpose
Our Core purpose is derived from the Mahindra Group’s purpose:

We will challenge conventional thinking and innovatively use all our resources to
drive positive change in the lives of our stakeholders and communities across the
world, to enable them to Rise.

 Core Values
We are governed by the Core values of the Mahindra Group. They are an
amalgamation of what we have been, what we are and what we want to be. These
values are the compass that guides our actions, both personal and corporate. They
are:

 Good Corporate Citizenship: We will continue to seek long term

success in alignment with the needs of the communities we serve. We
will do this without compromising on ethical business standards.

 Professionalism: We have always sought the best people for the job and
given them 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.
 Customer first: We exist and prosper only because of the customer. We
will respond to the changing needs and expectations of our customers
speedily, courteously and effectively.

18
 Quality focus: Quality is the key to delivering value for money to our
customers. We will make quality a driving value in our work, in our
products and in our interactions with others. We will do it 'First Time
Right.'
 Dignity of the individual: We will value individual dignity, uphold the
right to express disagreement and respect the time and efforts of others.
Through our actions, we will nurture fairness, trust, and transparency.

19
ORGANISATIONAL STRUCTURE

20
 ABOUT ANAND MAHINDRA

“Mahindra is constantly trying to push the boundaries of

technology and innovation while developing new mobility solutions”
Anand Mahindra (born 1 May 1955) is the chairman of Mahindra Group Group, a
Mumbai-based business conglomerate. The group operates in aerospace,
agribusiness, aftermarket, automotive components, construction equipment,
defence, energy, farm equipment, finance and insurance, industrial equipment,
logistics, real estate and retail.
information technology, leisure and hospitality, logistics,
As of September 2017, his net worth is estimated to be $1.55 billion.
He is an alumnus Harvard University and Harvard Business School
School. In 1996, he
established Nanhi Kali, a non--government organization that supports education
for underprivileged girls in India. He is an alumnus Harvard
University and Harvard Business School.
School In 1996, he established Nanhi Kali
Kali, a
non-government
nment organization that supports education for underprivileged girls in
India.
 M&M Global Presence

Since Mahindra started in 1945, Mahindra and Mahindra have been

connected with the world through partnerships, growing presence in
multiple geographies, a diverse and multinational workforce, and the
boundless ambition to integrate ourselves with global communities.
In the fig. below the global presence of Mahindra and Mahindra is
shown :

22
 MILSTONE, AWARDS AND ACCOLADES
M&M’s 61st year was studded with a number of noteworthy achievements,
prestigious prizes and glittering awards.
 DUAL HONOURS FOR CHAIRMAN MR. KESHUB MAHINDRA
Chairman, Mr. Keshub Mahindra was awarded the “Business Visionary Award
2006” instituted by the National Institute of Industrial Engineering (NITIE),
Mumbai. Chairman, Mr. Keshub Mahindra was also awarded the prestigious IBS
Kolkata Lifetime Achievement Award for his ‘unparalleled contribution to
industrial growth and social and economic development of the community’. The
Institute of Chartered Financial Analysts of India’s (ICFAI) India Business
School (IBS) presented it, Kolkata, at the Strategy Summit 2007, held in Kolkata.
 SLEW OF HONOURS FOR MR. ANAND MAHINDRA
Mr. Anand Mahindra, VC & The NDTV Profit – Car
 The Most Inspiring Corporate Leader of the Year’ Award by NDTV
Profit.
 The LMA Entrepreneur of the Year 2006 award, instituted by the
Ludhiana Management Association (LMA).
 The ‘CEO of the Year’ award at the India Brand Summit 2006 co-
sponsored by Business Standard and ITM Business School in association
with Times Now and DNA newspaper.
 The prestigious CNBC Asia Business Leader of the Year Award for the
Year 2006 as well as the CNBC TV India “Business Leader of the Year
Award”.
 MD, Mahindra Group, received a number of prestigious awards in 2006-
07, including: & Bike Award 2007 for Automobile Man of the Year.
 Mr. Anand Mahindra was also nominated as a Member of the Council of
the Executive Committee of the National Sports Development Fund
(NSDF) of the Govt. of India. He was featured in the list of 50 Most
Influential Indians in Business Week’s edition dated August 13, 2007.

 HIGHEST CRISIL RATING FOR M&M

M&M has received the highest Governance & Value Creation rating, CRISIL
GVC Level - I from CRISIL for the ability to create value for all stakeholders,
while adopting sound corporate governance practices.

23
 DUN & BRADSTREET AMERICAN EXPRESS CORPORATE
AWARDS 2006
Mahindra & Mahindra was rated as the leading Indian company in the
Automobile - Tractors sector in the ‘Dun & Bradstreet – American Express
Corporate Awards 2006’. The Automobile Sector comprises of three categories –
Passenger Vehicles, Commercial Vehicles and Tractors. These awards recognize
the virtues of size and growth in the awards methodology. M&M ranked No. 1 in
these two segments in the premier Dun & Bradstreet India publication, India’s
Top 500 Companies 2006.
 MAHINDRA RECEIVES AMITY HR EXCELLENCE AWARD
Mahindra & Mahindra was honored with the Amity HR Excellence Award at the
Fourth Amity Global HR Summit 2007 held at the Amity International Business
School, Noida. The Amity HR Excellence Award recognized Mahindra as one
the most admired companies across the global on account of its innovative
strategies for Human Resources Management and Development.
 GLOBAL HR EXCELLENCE AWARD FOR M&M
Mahindra & Mahindra won the Global HR Excellence Award for Innovative HR
practices (Manufacturing Sector), in the Asia Pacific HRM Congress, held in
Mumbai. These awards recognize organizations and individuals who have
embraced change, encouraged constructive challenges and demonstrated
entrepreneurial skills in the corporate world.
 M&M WINS BOMBAY CHAMBER GOOD CORPORATE CITIZEN
AWARD 2014-15
M&M was presented with the coveted Bombay Chamber Good Corporate
Citizen Award 2014-15 at a glittering ceremony held to celebrate the Chamber’s
172nd Foundation Day on September 21, 2015. Mr. Bharat Doshi, Executive
Director, M&M Ltd. and Mr. Rajeev Dubey, Member of the Group Management
Board and Chairman, Mahindra & Mahindra CSR Council, received the award
on behalf of the company. This Award recognizes and honors conspicuous
achievement by corporate organizations by way of service to the civic
community, in addition to outstanding operational performance. It takes into
account several parameters, including Business Performance, Corporate Interests,
Employee Welfare, Customer and Stakeholder Satisfaction and Social
Investment.

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 GOLDEN PEACOCK AWARD FOR EXCELLENCE IN CORPORATE
GOVERNANCE
Mahindra & Mahindra won the coveted Golden Peacock Award for Excellence
in Corporate Governance 2006. This award validates the company’s ‘Best-in-
Class’ corporate governance practices and reflects its transparent and ethical
dealings with stakeholders across the entire value chain. It recognizes the
Management’s commitment to the highest standards of corporate conduct and its
commitment to Corporate Social Responsibility as a distinct activity that helps
build commendable social values and adds to the ethical fiber of the organization.
 BEST AUTOMOTIVE MANUFACTURING SUPPLY CHAIN
EXCELLENCE AWARD
Mahindra & Mahindra has been awarded as the organization with the “Best
Automotive Manufacturing Supply Chain Excellence”. The awards were
presented by India Times Mindscape (Times of India Group) along with the
Business India Group at the Express, Logistics & Supply Chain Awards held in
Mumbai on September 28, 2007. A. C. Neilson is accredited with the research for
the award nominees and winners.
 HIGH RANKINGS FOR MAHINDRA
M&M was ranked second in the prestigious e Most Trusted Car Company in
India study conducted by TNS.
 M scored 127 points, just seven points below the top ranking company,
according to a TNS communiqué. &M was ranked 14th in The Economic
Times prestigious ‘ET 500’ list of top achieving companies in India. The
company has moved up four ranks from last year.
 M’s ‘art-to-part’ strategy of diversification into the auto parts value chain
and its plans for new platforms for utility vehicles and joint venture with
Renault for Logan have led to a gain in ranks.”
 M was ranked 22nd in Business India’s annual survey of the country’s top
companies - Super 100 &M was ranked 31st in Business Today’s annual
survey of India’s most valuable companies.

25
 MILESTONE OF MAHINDRA AND
MAHINDRA (YEARS)

YEARS ACHIVEMENTS
1947 In October, the first batch of 75 Utility Vehicles (UVs) imported in
CKD condition from Willys overland Export Corporation.
1949 Lease of 11,071 Sq. yards at Mazagaon from British India Steam
navigation. The first Willys Overland Jeep built in India at the
Assembly Plant , Mazagaon, Bombay (now Mumbai).
1954 Manufacture of Vehicles undertaken in collaboration with Kaiser Jeep
Corporation and American Motors Corporation.
1965 FC 150 Petrol Trucks introduced.

1967 Two wheelers drive Utility Vehicles introduced. The 101" wheel base
and Metal Body UVs introduced. Indigenous content goes up by 97 per
cent.
1969 The start of vehicles export. Export of total 1200 UVs along with spare
parts to Yugoslavia. Exported also to Ceylon, Singapore, Philippines
and Indonesia.
1970 The contracts to export of 3304 vehicles, mainly to Yugoslavia and
Indonesia concluded.
1971 1971 Separate R&D section set up.

1974 Maxi miller campaign launched for the conservation of fuel. CJ 4A was
introduced with new transmission and axle ratio.
1975 FC 260 Diesel light truck and CJ 500 D Diesel was introduced with MD
2350 Diesel Engine.
1979 The Government of India approves in principle, technical collaboration
with Peugeot (France) for the manufacture of XDP 4.90 Diesel Engine.
1981 The Nasik Trucks Assembly Plant and Peugeot Engine Assembly Plant
at Ghatkopar inaugurated.
1983 The Nasik Trucks Assembly Plant and Peugeot Engine Assembly Plant
at Ghatkopar inaugurated.
1985 The New Mahindra Vehicle-MM 540 was launched in Bombay. NC
640 DP with 4 speed gearbox and Mahindra MM 440 was introduced.
1986 CJ 640 DP Vehicle introduced.

1987 MM 540 DP metal Body Wagonette introduced.

1988 M&M signed a MoU with Hyderabad Allwyn Nissan Limited to form
Mahindra Nissan Allwyn Ltd., as its associate company with LCV
operations in Andhra Pradesh.
26
YEARS ACHIVEMENTS
1989 The CJ 340 DP model was introduced. M&M and Peugeot announced
their tie up for the manufacture of Peugeot 504 pickup truck, BA 10
gearboxes and latest XD 3 diesel engines.
1991 Introduced CJ 500 DI model with MDI 2500 A direct injection diesel
engines. M&M bags order to export 10,000 CKD kits.
1993 The Mahindra Armada was launched.

1995 Mahindra Nissan Allwyn Ltd. (MNAL) was merged with M&M and
Zaheerabad LCV operations becoming part of Automotive Sector. FJ
series of LCVs were shifted from Nasik to Zaheerabad
1996 The new LCV model Cabking DI 3150 & Mahindra Classic vehicles
were launched. New Commander 5 Door Hard Top introduced.

1997 Die shop Inauguration at Nasik Plant 2-8/8/97. Voyager was launched
by the Chairman at Zaheerabad Plant on 12/11/97.

1999 Launch of Bijlee, a battery-operated, environmental-friendly 3 wheeler.

2000 The company adopted a new logo. The company also set up its first
satellite tractor plant at Rudrapur
2001 A 3 wheeler vehicle launched. Mahindra tied up with Renault for Petrol
Engines.
2002 Scorpio launched – a sporty vehicle.
2008 Projects Ingenio is now Mahindra XYLO.
2009 M&M launched the XYLO in January 13 and also launched the new,
Mighty Muscular Scorpio in March 6.
2013 Mahindra XUV 500 sets a new record in the Limca Book of Records
and also launched Mahindra QWIK.
2014 Mahindra group expand its footprint in United States. Mahindra 2
wheeelers debuts in Uganda.
2015 Mahindra & Mahindra Ltd has touched 50lakh vehicle production
milestone, rolling out its 5 millionth vehicle from Kandivali plant in
Mumbai.
2016 KUV100 has crossed the sales milestone of 50,000 units.

2018 Mahindra Bolero Sales: Crosses 10 Lakh Sales in India.

27
 PRODUCTS OF MAHINDRA AND
MAHINDRA
There are many products manufactured by Mahindra and Mahindra in
various fields like in Defence sector, in Energy sector, in Agriculture
sector, in Automobile sector, in finance and insurance, in industrial
equipment, in information technology, in leisure and hospitality,
logistics, in real estate and retail.
Here we are only going to deal with Automobile sector in Personal
segment. In Personal segment, Mahindra and Mahindra has also
occupied a decent place. Mahindra and Mahindra has made vehicle for
all the categories of people (From High Sports Utility Vehicle to
Compact Sports Utility Vehicle).

Products of Mahindra and Mahindra are divided into four main

catagories which are as follows:

1. High Sports Utility Vehicle (HSUV).

2. Sports Utility Vehicle (SUV).
3. Multi-Purpose Vehicle (MUV).
4. Compact Sports Utility Vehicle(Mini-SUV).

1. High Sports Utility Vehicle (HSUV)

HSUV is simply the abbreviated term for a high sports utility vehicle.
HSUVs are designed with strong off-road capabilities and the capacity
to withstand harder terrains and conditions, while their comfortable
interiors and light handling mean they also make ideal all-purpose or
family cars. Some of the HSUVS of Mahindra and Mahindra are as
follows :
 Alturas G4
 XUV 500

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  Alturas G4

Specifications:

Dimensions 4850 x 1960 x 1845(mm)

( LxWxH )
Wheelbase 2865(mm)

Fuel Tank Capacity 70 (liter)

Fuel type Disel

Max. Power 133.1kW@4000rpm

Max. Torque 420Nm@1600-2600rpm

Displacement 2157

Transmission (AT) Mercedes Benz 7 Speed Automatic

29
  XUV 500

Specifications:
Dimensions 4585 x 1890 x 1785(mm)
( LxWxH )
Wheelbase 2700(mm)

Engine (cc) 2179

Fuel type Disel

Max. Power 155bhp@3750rpm

Max. Torque 360Nm@1750-2800rpm

Mileage 14.0kmpl

Transmission Type Manual

30
2. Sports Utility Vehicle (SUV)

An SUV is a powerful vehicle with four-wheel drive that can be driven

over rough ground. SUV is an abbreviation for 'sport utility vehicle'.
Some of the SUVS of Mahindra and Mahindra are as follows:
 Scorpio
 Bolero

 Scorpio

Specifications:
Dimensions 4456 x 1820 x 1995(mm)
( LxWxH )
Wheelbase 2680(mm)

Engine(cc) 2179

Fuel type Disel

Max. Power 140bhp@3750rpm

Max. Torque 320Nm@1500-2800rpm

Mileage 15.0kmpl

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  Bolero

Specifications:

Dimensions 4850 x 1960 x 1845(mm)

( LxWxH )
Wheelbase 2680(mm)

Top Speed 117kmph

Fuel type Disel

Max. Power 70bhp@3600rpm

Max. Torque 195Nm@1400rpm

Mileage 16.5kmpl

Engine(cc) 1493

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3. Multi-Purpose Vehicle (MUV)

An MPV is a minivan, or people carrier, designed to carry five to seven

people in comfort. Some of the MUVs of Mahindra and Mahindra are as
follows :
 Marazzo
 Xylo

 Marazzo

Specifications:
Dimensions 4850 x 1960 x 1845(mm)
( LxWxH )
Wheelbase 2865(mm)
Fuel Tank Capacity 70 (liter)
Fuel type Disel
Max. Power 133.1kW@4000rpm
Max. Torque 420Nm@1600-2600rpm
Mileage 17.5kmpl
Engine(cc) 1497

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  Xylo

Specifications:
Dimensions 4520 x 1850 x 1895(mm)
( LxWxH )
Wheelbase 2760(mm)

Fuel Tank Capacity 55(liter)

Fuel type Disel

Max. Power 93.7bhp@3600rpm

Max. Torque 218Nm@1400-2600rpm

Mileage 13.9 to14.02kmpl

Engine(cc) 2179 to 2489

34
4. Compact Sports Utility Vehicle(Mini-SUV)

Compact sport utility vehicle, also known as compact SUV, is a class of

small sport utility vehicles that is larger than mini SUVs, but smaller
than mid-size SUVs with a length roughly between 4.25 to 4.60 metres
(167 to 181 in). Some of the Compact SUVs of Mahindra and Mahindra
are as follows :
 Kuv 100
 Tuv 300

 KUV 100

Specifications:
Dimensions 370 x 1735 x 1655(mm)
( LxWxH )
Wheelbase 2385(mm)
Fuel Tank Capacity 35 (liter)
Fuel type Disel
Max. Power 61kW@5500rpm
Max. Torque 115Nm@3500-3600rpm
Mileage 18.15 to 25.32kmpl
35
  TUV 300

Specifications:
Dimensions 3995 x 1835 x 1845(mm)
( LxWxH )
Wheelbase 2680(mm)

Fuel Tank Capacity 60 (liter)

Fuel type Disel

Max. Power 133.1kW@4000rpm

Max. Torque 420Nm@1600-2600rpm

Mileage 18.49kmpl

Engine(cc) 1493

36
Mahindra Sales Figures/Statistics in India
2018-2019
 Mahindra XUV 500

37
 Scorpio

38
 Bolero

39
 Marazzo

40
 Xylo

41
 Kuv 100

42
 Tuv 300

43
 FINDINGS, RECOMMENDATION &
CONCLUSION
FINDINGS
Based on the data gathered by administrating schedules to customers the
following observations are made.

 M and M has excellent percentage of customer satisfaction.

 Most of the people are satisfied with its low maintenance cost and
after sales services provided by M and M.
 Based on safety and comfort, design, space, Maintenance most of
the people are satisfied with it.
 Large numbers of users are aware of its many features like power
steering.
 If we took the satisfaction level of people toward the company, it
comes in the preferred companies.
 Its features and style satisfy most of the people.

44
 RECOMMENDATION
Mahindra Company has to implement good customer relationship management
strategy that enhances customer satisfaction level. The company can undertake
R&D to improve the existing feature which help to increase 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 taken 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 are 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.

45
 CONCLUSIONS

Mahindra and Mahindra Motors has a very good market share in the state of
Jharkhand 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 compair with other brand. As 67% of the respondents
are satisfied that they are happy with Mahindra, 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 is less, around 20% are not satisfied which may be
because of comparison of Bolero with the newly launched competing brands
coming with even lower maintenance cost. As 80% of the respondents are happy
with the space availability of the Mahindra 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.

46
 QUESTIONNAIRE
1. Do you own a Mahindra & Mahindra vehicle?
o Yes
o No
2. Factors affecting customer satisfaction towards
Mahindra & Mahindra?
o Features
o Low Maintenance
o Comfort
o Style
o After sale service
3. Customer opinion towards fuel consumption?
o Satisfied
o Dissatisfied
4. Customer opinion towards Safety and Comfort?
o Satisfied
o Dissatisfied
5. Customer opinion toward Design?
o Satisfied
o Dissatisfied
6. Customer satisfaction toward Maintenance of
Mahindra & Mahindra?
o Satisfied
o Dissatisfied

47
7. Customer awareness about power steering?
o Aware
o Unaware
8. Customer perception about Mahindra & Mahindra?
o Very good
o Good
o Average
o Bad
o Very bad
9. More Features required in the products?
o Yes
o No

48
 BIBLIOGRAPHY

BOOKS:

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

Edition).
2. Marketing Management, The McGraw.Hill Company Rajan Saxena (Third
Edition).
3. Berman, Berry and 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” Harvard business review.

MAGAZINES:

A) OUTLOOK BUSINESS
B) BUSINESS TODAY - Pick and Choose
C) BUSINESS TODAY – Mahindra & Mahindra to bring new model of TUV.

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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