ABSTRACT

First of all I want to say that it is the small form of my total work. So in this I
will discuss my whole project work in a small form and I will try to cover most
of the points or information of my project.
So I have done my project on “customer
awareness towards Mahindra Scorpio”. As we all know that marketing is so
much important for the success of any business. Marketing works like the root
of any business, but the customer is more than that, if marketing is the root of
any business then customer is the seed of that root, if you wants to grow up your
business tree you have to do focus on that root of that tree but if you want a
healthy root you have to search for a potential seed and it is the most important
thing ever. So now I will discuss my all the possible and important summary of
my project.
What is industry?
The people or companies engaged in a particular kind of commercial enterprise
“each industry has its own trade publications”. Industry is the production of
goods related services within an economy. The major sources of revenue
of a group or company is the indicator of its relevant industry. When a
large group has multiple sources of revenue generation, it is considered
to be working in different industries.
What is automobile?
Motorized vehicle consisting of four wheels and powered by an internal engine.
Automobiles are used to transport people and items from one location to another
location. Automobiles are generally use gasoline to fuel the internal engine, but
technological advances have led to the design of cars that run on electricity and
even water. The term automotive was created from Greek auto (self), and Latin
motivus (of motion) to represent any form of self-powered vehicle. This term
was proposed by Elmer Sperry.
AUTOMOBILE INDUSTRY
The word automobile is from the Greek autos (self ), and Latin mobile
(motion) to refer to any form of self – powered vehicle. This term as
proposed by ELMER.
Automobile industry, the business of producing and selling self-powered
vehicle, including passenger cars, trucks, farm equipment, and other
commercial vehicle
HISTORY OF AUTOMOBILE INDUSTY
The automotive industries history began with the revolutionary invention
of a feasible internal combustion engine. With such, machines began to
facilitate fuel-burning within confined spaces in the 1800’s. in 1823, the
first internal combustion machine was patented by a London-based
engineer named Samuel Brown. Later on, the sustained efforts made by
American manufacturers, especially Henry Ford and his assembly lie,
paved the way for the mass production of cars.
AUTOMOBILE INDUSTRY IN INDIA
The Indian automobile industry became the 4th largest in the world with
sales increasing 9.5 per cent year-on-year to 4.02 million units(excluding
two wheelers) in 2017. It was the 7th largest manufacturer of commercial
vehicles in 2017. Driving the most luxurious car has been made possible
by the stiff competition in the automobile industry in India, with
overseas players gathering same momentum as the domestic participants.
The Automobile industry of India has come a long way since in 1898 the first
car rolled out on the streets of Mumbai (then Bombay).
FOUNDER OF MAHINDRA AND MAHINDRA –

 MALIK GHULAM ANWAR

 KAILASH CHANDRA MAHINDRA
 JAGDISH CHANDRA MAHINDRA

COMPANY OVERVIEW
Mahindra Holidays & Resorts India Ltd., (MHRIL) is a part of the Leisure and
Hospitality sector of the Mahindra Group, offers quality family holidays
primarily through vacation ownership memberships and brings to the industry
values such as Reliability, Trust and Customer Satisfaction. Started in 1996, the
company's flagship brand "Club Mahindra Holidays", today has a fast growing
customer base of over 235,000 members and 50+ resorts at some of the most
exotic locations in India and abroad.
ABOUT MAHINDRA SCORPIO
The Mahindra Scorpio was launched in India on 20 June 2002. Soon after the
success of the Scorpio, Mahindra launched an upgraded Scorpio with plush
seats and rear centre arm rest, dual tone exterior colour and various minor
changes. The current gen Mahindra Scorpio has got the first update since its
introduction in 2015. The new and updated Scorpio comes with slight cosmetic
updates, more powerful engine options and a new seating configuration.
Mahindra has also changed the variant monikers of the Scorpio with the update
ABOUT MAHINDRA SHOWROOM IN PURNEA
Managing Director – Sri Ramesh Chandra Mishra
Brajesh Automobiles (authorised dealer)
NH-31, MARANGA, PURNEA, BIJHAR—854301
Contact no--- 9934946455, 9204068917, 9204068934
Email Address- helpdesk@brajeshautos.com
Workshops
Industrial growth centre, Maranga, Vidya Vihar, Purnea, Bihar - 854301
Brajesh automobiles Pvt. Ltd came into inception in the year 1987 and started
with very modest retail of about 18-20 vehicles a year. It has grown to almost
4000 vehicles per annum now. All this would not have been possible without
the able guidance of their managing director, Sri Ramesh Chandra Mishra and
his able and great team.
WHAT IS MARKETING
Today business need to tune their marketing activities to the changing
environment is vital for the functioning of any business. So marketing is
the activity of showing and advertising a company’s products in the best
possible way.
WHAT IS CUSTOMER
A person who buys goods or services in a shop, or who consumes those
goods and services. A customer is someone who brings us his or her
needs and desires, it is our job to care for those needs and desires.
WHAT IS AWARENESS
Aware  implies  knowledge  gained 
throughone's own perceptions or by means of outside information. Awareness is
the ability to directly know and perceive, to feel, or to be cognizant of
events
 WHAT IS CUSTOMER AWARENESS
Customer awareness is a part of a company’s marketing & communications
plan. It is a process that helps an entrepreneur educate customers about his/her
company, its performances and the products or services his/her company
delivers. A well-designed awareness program ensures better customer
engagement and protects consumer welfare.

TECHNIQUES OF AWARENESS

 Well designed logo

 Positive references via WOM(words of mouth)

 Social media

 Bloging

 Resolving issues through customer service

 Seminars etc.

PROBLEMS OF CUSTOMER AWARENESS

ITS ALL ABOUT AWARENESS

 Outstanding marketing — the type that gets tons of leads and sales —
meets the customer where they are in the problem-solving cycle.
 Remember that, if the customer doesn’t know that they have a problem,
they won’t buy your product.
 That’s why tailoring your marketing and understanding your customer’s
awareness is so important.

ROLE OF CUSTOMER AWARENESS IN AN ORGANISATION

Innovation is the great way to success in this digital age. The path of innovation
in business means doing something different, smarter or better that will make a
positive difference in terms of value, quality or productivity by using emerging
or proved technologies of the world. The technology which has already proved
itself in last two decades is of course the information technology (IT). It has
dramatically changed the lives of the individuals and organisations. Currently
online shopping, digital marketing, social networking, digital communication
and cloud computing etc are the best examples of change which came through
the wave of information technology. Now accurate business planning, effective
marketing, global sales, systematic management, real time monitoring, instant
customer support and long term business growth cannot be achieved at the
optimum level without IT.
Decision making
Marketing business growth
Customer support and satisfaction
Resource management and globalisation
THINKING OF CUSTOMER ABOUT MAHINDRA SCORPIO

As we all know that Mahindra Scorpio is a very good company . it is

providing brand loyalty. So it has so many perceptions in between
customers. People think that if they will buy Mahindra Scorpio they can
use it personally and commercially both. They can use it for the rent.
People use to give this vehicle to others on rent and in respect of
giving rent they take money. So just because of this a perception got
made in the people that, if they see this vehicle they think that it is the
vehicle of rent. Most of the time they think that it is the vehicle of rent.
In Bihar people think that Scorpio is the rough and tough vehicle.
Because its body is so much strong and the road of Bihar is not so good.
So people mostly prefer to buy this vehicle. And one more important
thing is that it is the cheap and best vehicle ever. So in Purnea it got
sold so much

ALL NEED TO KNOW ABOUT MAHINDRA SCORPIO

1. 1.service booking
2. Buy extend warranty
3. Service payment
 4. Qick service
5. Door step service
6. M – plus
7. Pick and drop
8. Road side assistance
9. Mahindra mobile seva

INITIATIVES SHOULD TAKE BY MAHINDRA SCORPIO

The Mahindra Scorpio has been one of the most popular SUV's from the
Mahindra stables. Plenty of features, a very strong engine and offering good
value for money, the Scorpio always garnered strong sales numbers. Mahindra
has kept updating the Scorpio over the years, however the last important update
was the inclusion of the 2.2 litre MHawk engine along with ABS and Airbags.
However dynamically the Scorpio still had a lot of issues including and
extremely bouncy ride, plenty of body roll and a chassis which simply could not
handle the power put out by that strong engine. For 2014, Mahindra has finally
tried to address the mentioned issues with an all-new modular chassis, new front
and rear axles, new and updated suspension bits as well as an updated gearbox
carried over from the new Xylo.

SWOT ANALYSIS OF MAHINDRA

A study undertaken by an organisation to identify its internal strength and

weaknesses, as well as its external opportunities and threats. SWOT analysis is
a strategic planning technique used to help a person or organisation identify
strengths, weaknesses, opportunities, and threats related to business competition
or project planning. Its an analysis is a framework used to evaluate a
company’s competitive position by identifying it’s strength, weaknesses,
opportunities and threats.
MARKETING MIX
It is the important part of marketing. In marketing mix we discuss about
product, price, place, promotion, people, process and physical evidence.
Because it becomes so much necessary to know about all these things to became
a successful business organisation. Because it is so much necessary to know that
what type of product should we produce at what price at which place by taking
which idea of promotion to which type of people by which process by giving
the right proof.
TOP MAHINDRA AND MAHINDRA COMPETITORS IN THE WORLD-
1. Maruti
2. Hyundai
3. Volkswagen
4. Toyota
5. Honda
6. Ford
7. Renault
8. Tata motors etc.
So by doing this discussion we can know much more things about being a
successful business organisation. All these things ae the initiatives or the
process of doing a proper business. There are so many competitor of Mahindra
Scorpio but still this company is coping with its market or its competitors and
still at a good position only by its hard work because this company is doing
concentrate on its internal and external environment both. But still this company
has so many drawbacks but as we all know that now a days there are high level
of competition and this company is still working just because of its hard work.
Specially when we will talk about the SUV of Mahindra this is the best product
ever even it is attracting the people of all generations. It is the best thing about
its scorpio. And when I talked to the customers about the Scorpio I got to know
that people are mostly buying this Scorpio because it is cheap and best and
people can use it commercially and personally both but because of it . this
created a lot of bad perceptions because when you will go anywhere with this
car then most of the time people will think that it is the car of rent, it is not your
personal car. But there is also a drawback of it is that the price of scorpio is
different at different cities or state, I mean it varies so much, just because of
people are distracting but in spite of this still it is the better personal,
commercial and sports car.